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We just wrapped up the final day at #ANAAFM. Warren Byrum and Lauren Shukla were incredible hosts! A few highlights from today: 🧵

Greg Wright

@gregwright.org

Aaron Riippa (General Mills) walked through how the team built an end-to-end governance structure for over $1B in martech, adtech, and salestech spend. The framework intentionally did not lead with savings as a stated objective, even though savings were the eventual outcome.

6/5/26, 5:32 pm0 reposts0 likes

Greg Wright

@gregwright.org

6 May

His reasoning: leading with savings would demotivate marketing stakeholders. The ANA and 4As published our joint pitch principles, which I had the chance to walk through with Matt Kasindorf, Mark Hudson (Walgreens), and Donna Wiederkehr (Wiederkehr Balloon Academy).

Greg Wright

@gregwright.org

6 May

The principles aren't prescriptive. They're about how organizations relate to each other through what is one of the most expensive and emotionally loaded processes in marketing.

Greg Wright

@gregwright.org

6 May

Four days produced a lot of insights, frameworks, and takeaways. See everyone next year in Phoenix. #ANAAFM #AgencyCompensation #MarketingProcurement #BrandAgencyRelationships #ANAMarketers