Masterful TakeawaysDecember 4, 2012
By Bob Liodice, President and CEO, ANA
This year’s Masters of Marketing Conference in Orlando, Fla., attracted nearly 2,000 attendees — a record gathering for the ANA’s signature annual event. Over the course of three days, we heard how the true giants of our industry are growing their brands and driving results. Their remarkable stories and rich insights personified the very best in marketing strategy, measurement and analytics, people management, and brand building.
At the end of each presentation, I asked each speaker for one pearl of wisdom — something audience members should remember once they got back to the office. Here are some of their responses:
- Marc Pritchard, global marketing and brand building officer, Procter & Gamble: “Consumer insight plus creativity — if you do that, you will win.”
- Kimberly Kadlec, worldwide vice president, global marketing group, Johnson & Johnson Services Inc.: “We are responsible for connecting with people in ways that are instructive and not disruptive. We are seeing such great work that is much more relevant and much more conversational. The disruption is over.”
- Neil Golden, senior vice president and CMO, McDonald’s USA: “Honest assessment and bold action. We have to make sure we have standards, that we know what we stand for. We have to assess if we are fulfilling those standards, and if not, take steps to fill those gaps.”
- Alfredo Gangotena, CMO, MasterCard Worldwide: “Make the world a better place. Work as hard as you can on your brands and communication to focus on what is positive.”
- Jim Farley, group vice president, marketing, sales, and service, Ford Motor Co.: “We are all intoxicated by shiny new things. I would say, take care of those shiny new things and innovate where others have gone on autopilot.”
- Keith Weed, chief marketing and communications officer, Unilever: “It’s an exciting time in marketing — lots of changes, but also huge opportunities. Think about your brands — they are great agents of change and they can lead the agenda. Business can be a leader, and brands can engage people to think differently and act differently.”
- Lisa Cochrane, senior vice president of marketing, Allstate Insurance Co.: “Don’t be afraid to jump into the mayhem and create your own. Stick to the pure truth for your consumers and your values, and mayhem can be your best friend. It can create significant action that makes a difference.”
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