It's time for CMOs to rise to the stature of C-suite players. To date, the CMO has not lived up to the CEO's expectations and needs. Too often, the marketing department's focus has been poorly aligned with the CEO's agenda. Weak information flow, functional ambiguity and leadership second-guessing have crippled the CMO's influence. The result? Failure to optimize the complex array of responsibilities needed to fulfill the CEO's agenda including: * Balancing traditional and new media investments. * Brand positioning. * Marketing accountability. * Organization management and development. * Business system streamlining. * Agency relations. * Cross-functional integration
More than 430 attendees participated in the ANA Multicultural Conference yesterday and Monday in Boca Raton, FL.. The conference had a ratio of 60:40 per cent (60 per cent clients vs. 40 per cent Agency, Media, other)
November 7, 2007--With the buying power of African Americans projected to reach $1.1 trillion by 2011, Starcom MediaVest Group (SMG) and Dr. Nat Irvin II, University of Louisville professor and founder of Future Focus 2020, have conducted a study aimed at providing advertisers with a strategic approach to reaching black consumers. Released Tuesday at the Association of National Advertisers conference, SMG says the Beyond Demographics study underscores its desire to provide clients with the best way to value and measure their investment in the black community. Billed as the most detailed information on the African American buyer available to advertisers, SMG hopes to have it imbedded in the industry's metric system by the second quarter of 2008.
The ANA (Association of National Advertisers) today announced the winners of the 2007 Multicultural Excellence Awards. Now in its seventh year, the awards recognize ANA member companies and marketers for producing outstanding multicultural advertising campaigns that ran between June 2006 and May 2007.
PROCTER & GAMBLE, PEPSI, TOYOTA, Anheuser-Busch and the California Department of Health were the big winners in the 2007 Multicultural Excellence Awards bestowed by the Association of National Advertisers at its Multicultural Marketing Conference in Boca Raton, Fla., on Tuesday. P&G won the African-American category for "Olay Definity." The agency behind the campaign was Burrell Communications.
The 14th triennial “Trends in Agency Compensation” study was conducted for the ANA by agency consultant David Beals and was based on an online survey of 98 marketers conducted between December and July. Of those agencies contemplating a switch in their agency compensation method, the top reason cited was to improve agency performance (53%), followed by cutting costs (47%) and simplifying administration (43%).
Marketers Agree Multicultural Customers Are Changing; What Worked Yesterday May Not Work Tomorrow- Destination CRM
BOCA RATON, FLA. -- As evidenced by the first day of the 2007 ANA Multicultural Marketing Conference here early this week, multicultural customers are forcing a "marketing reinvention," according to Bob Liodice, the ANA's chief executive officer. By factoring in multiculturalism, marketing is "elevating the conversation," according to keynote emcee Gilbert Davila, who set the fun tone of a serious discussion by joking about his height: "Now, if they could have brought me a stool, we could be on our way," said Davila, the vice president of multicultural marketing for The Walt Disney Co. Marketing is at its best when it engages the consumer, Davila said, and that conversation has to embrace the ever-expanding multicultural audience -- and adapt to an ever-changing consumer landscape.
Today's rapidly changing marketplace, diverse media environment and a move for marketing accountability, are causing a rethinking in appropriate agency compensation models. This trend is foreshadowed by a slight uptick in compensation models from fee-based methods back to commission- based, finds the 14th triennial Trends in Agency Compensation study from the ANA (Association of National Advertisers). The study also found that only 25 percent of respondents are "very satisfied" with their current agency compensation approach. Of those respondents who are contemplating a change to their agency compensation method, more than 40 percent identified simpler administration as a reason for making the switch.
TODAY AND FRIDAY, IN WHAT is billed as a town hall meeting, representatives from both sides of the online privacy issue will attend the Federal Trade Commission's workshop on the increasing use of tracking technology to target online ads. Several privacy groups this week called for a "Do Not Track" list similar to the popular "Do Not Call" list that would prevent advertisers from tracking consumers' online movements. Computer users should be notified when their surfing is tracked by online advertisers and Web publishers, argue the Consumer Federation of America, the World Privacy Forum and the Center for Democracy and Technology, among other groups in the coalition that brought forth the idea. Dan Jaffe, executive vice president/government relations for the Association of National Advertisers, calls the movement "a slogan rather than a well-thought-out concept." In fact, he says, such a move would hurt consumers because it would undermine economic efficiency.
The 97th ANA Masters of Marketing Conference has just concluded -- leaving behind a massive dose of insight and learning. We were all privileged to tap into the mind-sets of some of the most influential and powerful marketing minds in America today. After three days of this conference, I find myself in awe of this industry. It is big, it is complicated, it is confusing and it is ever-changing. There is lots of sage advice, there are boat loads of insights, there are tons of experiences to lean on -- but there is no blueprint or manual for success. In fact, we often don't know what success looks like. But it is fun -- if you can stand the wild and crazy ride. It's why we all participate in this field that marries so much art, that we often define as creativity, with an increasing level of science, which is becoming increasingly embedded in sound business-management practices. This conference was about hearing what the successful marketing professionals had on their minds. They are the ones who have found a bucket of order in a sea of consistent seismic ground shifts. Here are some of the snapshots of the key lessons espoused by the "Masters of Marketing."
American Federation of Musicians Renew Two Year Contract With Advertising Industry — Modern Guitars Magazine
The American Federation of Musicians (AFM) and the advertising industry’s ANA/AAAA Joint Policy Committee on Broadcast Talent Union Relations (JPC) today announced an agreement on a two-year contract extension, effective October 17, 2007. The extension agreement must now be ratified by AFM membership, as well as approved by the boards of both ANA and AAAA.
PHOENIX, October 26, 2007, Robert Goldrich --- Clients scored in the field of nominations for broadband and personal television categories open to advertisers in the National Academy of Television Arts and Sciences' (NATAS) annual Technology and Engineering Emmy Awards. In fact, reflecting the role that advertisers play in helping the development of technological approaches and creative usage of the Internet, cell phones and personal media players as well as interactive television, the nominees were announced during the Association of National Advertisers (ANA) annual conference earlier this month in Phoenix.
In an interview just days before he was to address the Association of National Advertisers' annual meeting on the topic of "starting all over," Roger Adams was asked to compare his job with working at his former employer, General Motors Corp. "At Home Depot, it is much faster-paced," he said. "We live day to day. You have to be much faster on your feet." And how: About a week later, news surfaced that Mr. Adams, chief marketing officer, was leaving to pursue other interests. He was succeeded on an interim basis by John Ross, VP-advertising.
Engagement marketing leader The Pohly Company has received two awards for design excellence at Folio magazine’s Ozzie Awards. The Ozzie Awards recognize excellence in editorial content and magazine design. More than 3,000 entries are submitted in this prestigious industry competition each year.
Before a crowded ballroom at the Frank Lloyd Wright-influenced Arizona Biltmore in Phoenix this month, AT&T VP-Advertising Wendy Clark displayed an internal company chart to a who's who of top marketing executives at the Association of National Advertisers' annual conference. The grid showed brand awareness and affinity to the brand. A dot on the graph positioned AT&T clearly as a brand in decline, while the dot for the Cingular brand was unmistakably in the graph's "Power Brand" quadrant. It was, in a sense, an admission that the company had elected to go with the weaker brand when it acquired BellSouth and became the sole owner of Cingular Wireless -- a brand that had been built with $4 billion in spending. "The strategy of integrating Cingular is not working," said Karl Barnhart, managing director, Core Brand Communications, New York. "They have not been able to transfer any of the positive equity from Cingular to AT&T, despite a massive marketing campaign. That's a failure of epic proportions."
The ANA (Association of National Advertisers) elected a number of new marketing leaders to their board of directors. The leadership changes were announced during the ANA
The ANA announced the finalists for the 2007 Multicultural Excellence Awards. Now in its seventh year, the awards recognize ANA member companies and marketers that have produced outstanding multicultural advertising campaigns that ran between June 2006 and May 2007.
Former U.S. Vice President Al Gore addressed the Association of National Advertisers’ annual conference Friday, the day after he was awarded the Nobel Peace Prize for his environmental efforts.
Consumer behavior as a route to effective marketing was a central focus of the largest gathering ever of an influential trade organization. The 1,200 people who attended the 97th annual conference of the Association of National Advertisers, held here from Thursday through yesterday, heard speaker after speaker address the growing popularity of what is known as behavioral targeting, as opposed to basing pitches on consumer attitudes, opinions or perceptions.
PHOENIX (AdAge.com) -- Bob Liodice -- soft-spoken and considered even when center stage -- does not seem like a man who would be comfortable at the center of a rapidly changing industry. The former brand manager for Jell-O isn't an obvious frontman for serious self-examination in a business undergoing tremendous upheaval. But in his four years as head of the Association of National Advertisers, the biggest trade group for marketers, he has proved to be just those things. He's taken the organization from the cliff of irrelevance -- or worse -- and turned it into an industry focal point, nowhere more so than in its annual conference. (See video coverage.)