America’s Association of National Advertisers (ANA) carried out a survey of top marketers in the country and found that integrated communications and accountability are the most important issues for them. The survey asked respondents to rank the key issues from a comprehensive list that directly impact their marketing decisions and plans. Read on for the top 10 list.

The survey is done every year and this time round, integrated marketing communications jumped from the fourth spot to the top of the list this year. Accountability was top of the list last year.

Bob Liodice, President and CEO of the ANA tells us:

“The results recognize that marketers are increasingly challenged by the proliferation and complexity of the marketing and media landscape. It is not a surprise to see this particularly as marketing mix allocations have become paramount in the overall accountability and brand building equations.”

Here’s the list of the top ten issues, with 2006 positions in brackets:

1. Integrated marketing communications (4)
2. Accountability (1)
3. Aligning marketing organization with innovation (2)
4. Building strong brands (3)
5. Media proliferation (5)
6. Consumer control over what and how they view advertising (8)
7. Globalization of marketing efforts (10)
8. Growth of multicultural consumer segments (6)
9. Advertising creative that achieves business results (9)
10. Attracting and retaining top talent (7)