What I Learned at The ANA Masters of Marketing Conference

October 8, 2013

By Bill Duggan

I am just back from the ANA Masters of Marketing Conference, where I learned so much, including:

  • We are now in the “Customer Era” (which began in 2010). The customer has tools that they have never had before and are therefore in the driver’s seat. (Stephen Quinn, Walmart)
  • If you can’t write your idea on a tweet or via a text, you probably don’t have an idea. (Olivier Francois, Chrysler)
  • The four components of great story-telling are unforgettable characters, a compelling plot, populist entertainment, and social commentary. (Debra Sandler, Mars and David Lubars, BBDO)
  • Millennials are the first generation of digital natives. Marketers must be transparent, authentic, organic, and sustainable (TAOS) in their approach with millennials. (Joe Tripodi, The Coca-Cola Company)
  • The role of marketing at GE is to drive value and innovation. (Beth Comstock, GE)
  • Behind every app is a customer. Never forget about that customer. (Mark Benioff, Salesforce.com)
  • Building brands in the digital age requires points of entry and points of amplification.  Often, the amplification from social and PR can outperform television. (Tony Pace, Subway)
  • Multiple devices today are horribly disconnected and going forward there is the opportunity to sync those up, which will provide benefits for advertisers. (Yusuf Mehdi, Microsoft Xbox)
  • Embrace a 360-degree approach to meeting customer needs. There is a greater premium today than ever before in consistency across screens. (John Costello, Dunkin’ Brands)
  • Do the right thing for your customer to build opinion. Opinion is the path to long-term growth. (Roger Adams, USAA)
  • Brands must build a digital mystique when targeting millennials as that group is mobile first; many don’t even have their own home computer. (Rodney Williams, Hennessy USA, LVMH Louis Vuitton Moët Hennessy)
  • Co-creation is about providing wisdom rather than just knowledge. (Brian King, Marriott)

The 2014 ANA Masters of Marketing Conference will be October 15-18 in Orlando, FL. I can’t wait!

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