ANA Marketers’ Constitution Heroes
One year after introducing marketers to the 10 articles of the ANA Marketer’s Constitution, Bob Liodice, ANA President and CEO honored ten companies and their marketing leaders as Marketers’ Constitution Heroes.
"I want to underscore the enduring importance of these principles by honoring ten companies and their marketing leaders that have each effectively embraced one of the Marketers’ Constitution tenets,” Liodice said. "These heroes embrace the tenets and breathe that dedication throughout their organizations. This reinforcement of leadership practices is the essence of what the Constitution is intended to do. We hope to see the entire industry uphold the same commitment in the years to come”.
The tenets, and their respective honorees, are:
- Marketing must become increasingly targeted, focused and personal.
Our honoree is Zappos, a company that has built its business on phenomenal, one-to-one customer service. Zappos is highly sophisticated about e-commerce, but its real difference is the belief that a great customer experience creates enduring loyalty and word-of-mouth. For their superlative commitment, we honor Zappos and its founder, Tony Hsieh.
- Marketing must build real, tangible and enduring brand value.
Coca Cola has topped Interbrand’s 100 Best Global Brands for eleven straight years. With a constantly refreshed pipeline of new products, and creativeeven edgyadvertising campaigns, the Coca Cola juggernaut now reaches into more than 200 countries.
Passionate CEOs like Roberto Goizueta, Don Keough and Muhtar Kent have always recognized the value of brand building. And they’ve entrusted it to great marketers like Joe Tripodi and Wendy Clark, whom we honor today.
- Marketing must become more effectivemore creative, insightful and accountable.
American Express has skillfully balanced long-term brand building with shorter-term demand-creation. It’s excelled at selecting authentic, relevant talent to represent the brand, and targeting core customers, like small business owners.
Underlying its efforts are comprehensive metrics that track everything from awareness, consideration, and conversion, to member satisfaction and lifetime value.
For taking marketing accountability to the highest level of excellence, we honor John Hayes, Nancy Smith and Claire Bennett.
- Marketing must become more integrated and proficient in managing expanding media platforms.
Seamlessly integrating multiple agencies continues to be a significant challenge. One company decided to do something about it.
Combe Inc. formed an in-house agency and took control of its marketing integration.
The result? The company has enjoyed better alignment of its people’s goals and incentives. They’ve also seen their marketers dig more deeply to understand their business. And, importantly, they’ve maintained effective relationships with outside agencies, as needed.
For taking the marketing integration ‘bull’ by the horns, we honor Combe and its president of media insight, Gail Perlow.
- The marketing supply chain must become more efficient and productive.
Wrigley, an advisory board member of the Marketing Supply Chain Institute, has taken significant steps to streamline its own marketing supply chain. These include engaging a small pool of external agencies, effectively managing inventories of marketing materials, and focusing on sustainability in ways that deliver real financial results.
For their comprehensive commitment to making the marketing supply chain more efficient, we honor Wrigley and its vice president of customer marketing and operations, Logan McDougal.
- The marketing ecosystemincluding agencies, media and suppliersmust become increasingly capable.
Our honoree, R/GA, creates movie productions in the ad agency setting by putting advanced technology in the hands of its digitally savvy storytellers. This approach enables them to produce creative, measurable results for clients like Nokia and Nike. For embracing digital marketing so effectively, R/GA and its pioneering leader, Bob Greenberg, deserve our recognition.
- Marketing professionals must become better, highly skilled, diverse leaders.
At Johnson & Johnson, diversity and inclusion are more than just company valuesthey’re competitive advantages. For example, J&J is uniquely well positioned to understand and identify medical solutions for diverse patient populations.
As one of America’s most enlightened and diverse companies, Johnson & Johnson deserves our utmost respectand we are delighted to honor its CMO, Brian Perkins, and its chief diversity officer, Anthony Carter.
- Marketing must be indisputably socially responsible.
The gold standard in socially responsible green marketing is GE. Their Ecomagination campaign underscores how the company uses renewable energy and reduces carbon emissions throughout the GE system. But Ecomagination goes much further, by offering customers products that measurably improve their operations, value proposition and environmental performance.
For this long-running, socially responsible approach, we honor GE and its brand stewards, Beth Comstock and Judy Hu.
- Marketing must be unencumbered by inappropriate legislation or regulation.
Many organizations have passionately worked to protect our industry. In fact earlier this month (October, 2010) the ANA, 4As, DMA, IAB and AAF, in conjunction with the Network Advertising Initiative and Council of Better Business Bureaus, launched a comprehensive self-regulatory program that will give consumers enhanced control over the collection and use of data regarding their Web viewing for online behavioral advertising purposes.
The program promotes the use of the Advertising Option Icon. It indicates a company’s utilization of online behavioral advertising… and its adherence to the Principles guiding the self-regulatory program. By clicking on it, consumers will link to a clear disclosure statement as well as an easy-to-use opt-out option.
This is an extraordinary achievement, one that entailed more than three years’ work by a huge number of talented people throughout our industry.
I want to single out one person who deserves special recognitionnot just for contributing to this initiativebut for dedicating himselffor 25 yearsto advocating and defending our industry. He joined the ANA in 1985 and has been a force of nature in protecting our First Amendment rights, thwarting ad taxes, and championing the effectiveness of self-regulation.
As we celebrate the ANA’s 100th anniversary, we are proud to acknowledge our EVP of Government Relations, Dan Jaffe.
- The marketing discipline must be elevated and respected.
For sustained, positive impact in elevating our profession, you’d be hard-pressed to find a corporation as deserving as Proctor & Gamble.
When you think about P&G CEOs like Bob McDonald, A.G. Lafley and John Pepper you realize that this company truly defines its business as marketing.
And there’s a long line of brilliant CMOs who have not only led P&G’s marketing, but generously contributed their time and talent to the ANA. You know these names wellit’s people like Bob Wehling, Jim Stengel and Marc Pritchard.
This morning, we are delighted to honor one of ANA’s very earliest membersand one of the world’s most respected marketing companiesProctor & Gamble.