Association of National Advertisers
 | |
| Type: | Non-Profit |
| Industry: | Nonprofit Organization Management |
| Founded: | June 24, 1910 |
| Headquarters: | 708 Third Avenue - 33rd Floor New York, NY 10017 |
| Country: | USA |
| Employees: | 11-50 |
| Website: | ANA.net |
| Blog: | ANA Blogs |
| LinkedIn: | Profile |
| Key People | |
| Garry Elliot, Chairman Stephen Quinn, Vice Chairman | |
The Association of National Advertisers Inc. is the oldest non-profit trade organization representing the American marketing and advertising community. It offers marketing, consulting and brand building services to its members. Initially built by 45 companies, ANA now consists of more than 400 leading marketing and advertising companies, working with over 10,000 brands.[1] The services provided by the association include legislative leadership, information resources, professional development, business insights and networking opportunities. It has also taken the responsibility of organizing regional meetings and management forums.[2] It also offers sponsorship for marketing agencies, consultants, media companies, and PR firms.[3]
ANA & ICANN
Some members of ANA, including HP, P&G, General Motors, Wal-Mart, Adobe, Porsche, Vodafone and Puma are strongly opposing the new gTLD program proposed by ICANN. It is assumed that the opposition of HP and P&G is not due to the reasons they are stating but due the fact that they cannot apply for .hp or .pg because ICANN has a restriction on two letter TLDs for brand names.[4]
ANA says the new program will be a total disaster for the international business community. Through this program anyone would be able to request a new TLD with potentially any word.[5] ANA has written numerous letters to ICANN Chairman (Steve Crocker), ICANN CEO (Rod Beckstrom), and US government officials overseeing ICANN's authority, which is granted by the Department of Commerce and its National Telecommunications and Information Administration, to review the new gTLD program once again because they believe it will create irreversible harm to the international business community.[6] Not all ANA members are opposed to the new gTLD program,[7] though those opposed have demanded that ICANN sort the perceived problems out with ANA board members.[8]
Moreover, ANA has recently started a campaign to educate everyone about flaws in the plan of the proposed TLD program. However, Jim Prendergast, a participant in ICANN policy development, states that the issues raised by ANA are baseless. He says that business advocates have worked with ICANN throughout the development of the policy. Furthermore, ICANN has believes this program will help prevent cybersquatting and fraud rather than increase it.[9]
CRIDO
Eighty-Seven companies from ANA have created a group and have named it the Coalition for Responsible Internet Domain Oversight - CRIDO. The main focus of this group is to fight ICANN's new gTLD program, though the group was formed in November, 2011, well after the May, 2011 approval of the program. Given that ICANN had been developing a new gTLD program through its multi-stakeholder model essentially from the organizations very beginnings, it was dramatic timing for large corporations to come out against the deal just months before applications were to be accepted. Details of this group's activities can be found on its official website. Some major companies are members of CRIDO, including Coca Cola, Samsung, HP, P&G and Dell. The complete list of supporting companies can be seen here.[10]
Community
ANA is comprised of several committees that meet three to four times a year to exchange views on different issues and discuss case studies. At the moment ANA's committees are regionally based, with the most committees meeting in New York City. Other prominent committees and chapters are found on the West Coast, and Chicago.[11]
ANA publishes a bi-monthly magazine for its members, which are distributed at national conferences and events. It also publishes an e-magazine for the business community, which analyzes issues such as measuring brand equity, leveraging emerging technologies, establishing best practices in multicultural marketing and expanding global marketing.[12][13]
School of Marketing
To promote marketing and brand development skills ANA offers several courses and training workshops. The current catalog of ANA School of Marketing includes the courses on Fundamentals of Marketing, New Product Development, Aligning Marketing to Sales, Advanced Strategic Marketing, Integrated Marketing, Communications Media Strategy, Social Media Digital Marketing, Customer Centricity, Brand Management and Fundamentals Building Brand Equity Advertising Financial Management Optimizing Agency Relations [14]
Events
Besides organizing several events and conferences, ANA also participates in industry events. Some of these events are:
- The Strategic Indirect Corporate Sourcing & Procurement Conference held on July 27, 2011.
- ANA Digital & Social Media Conference, July 14, 2011
- ANA Advertising Financial Management Conference, held from 1st to 4th May 2011.
- Law and Public Policy Conference on 15-16 March 2011.
A complete list of conferences and webinars by ANA can be seen here.
External Links
- Complete list of officers.