Take-aways from the ANA Masters of Marketing Conference

October 15, 2012

By Bill Duggan, Group EVP, ANA

I am just back from the ANA Masters of Marketing Conference and learned so much!  The following provides a key take-away for me from each of the speakers.

  • Marketing is a lot like politics. The voting booth is the store. Consumer insight and creativity are at the core of winning the brand election every day. (P&G)
  • Marketers are responsible for connecting with people in ways that are instructive rather than disruptive. (J&J)
  • Have standards. Know if you are fulfilling those standards. Take steps to close any gaps. (McDonald’s)
  • Make the world a better place and focus on the positive. (MasterCard)
  • Give voice to consumers; move from control to curation. (Sharpie)
  • With every opportunity comes responsibility. (Luta)
  • Innovate where others have gone on auto-pilot on normal go-to-market industry conventions, versus innovating on shiny new things.  (Ford)
  • Brands and business can be great agents for change. (Unilever)
  • There is more value in building a deep connection with one consumer versus connecting in a superficial way with one-hundred. (popchips)
  • Stay true to your brand’s core values. (Allstate)
  • Marketing innovation is a must-have to drive brand relevance. Have patience and fail forward. (Coca-Cola)
  • Believe in your culture. If you live by your culture, you can get through anything. (BP)
  • Consider the full palette of marketing options as direct mail still works. (USPS)
  • Marketers have to test, invest, and innovate.  Take a percentage of your budget to try new things. (Cleveland Clinic)
  • Brands with purpose need open organizations as that maximizes positive exposure. (Effective Brands)
  • Innovate at the core and drop pet projects. (Discover)
  • How you treat your agency gives a marketer the work it gets. (Owens-Illinois)

I can’t wait until next year!  The 2013 ANA Masters of Marketing Conference will be October 3-6 in Phoenix.




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