Key Takeaways from ANA Annual Conference Presentations
The country’s most influential marketers spoke to more than 2,000 attendees at the sold out Masters of Marketing Conference of the ANA (Association of National Advertisers).
Bob Liodice, President and CEO of the ANA, spoke with the marketers after their presentations. Below is a compilation of the most important insights shared by these “masters of marketing” during the event:
• Roger Adams, CMO, United Services Automobile Association (USAA): Authenticity is crucial to marketing success, not because it’s expected, but because it is the key to building positive opinions that drive results and loyalty in the long-term
Marketers must know their audience, find a common bond, and connect emotionally and purposefully
• John Anton, VP and General Manager – Ace Business Unit, Valspar Corporation: Consumer research has tremendous value – never question this asset allocation, it’s worth it
There is selling product, and there is building relationships. The latter is how brands can win in their sector
• Debra A. Sandler, President, Mars Chocolate North America: Good stories have unforgettable characters, compelling plots, populist entertainment and social commentary
Global campaigns are hard. That does not mean you should not attempt them – they work if planned and executed properly. Do not impose on others that are not from your home country. Do let them feel your ownership of the ideas you share
• David Lubars, Chairman and CCO, BBDO North America: The best agencies are capable of turning simple ideas into something big – you have your idea when it’s compressed and in its simplest form
Agencies thrive on ideas. They should focus on new ideas that bring value, and new ways to deliver. People ultimately respond to ideas
• Yusuf Mehdi, Corporate VP of Marketing and Strategy – Interactive Entertainment Business, Microsoft Corporation: Consume new technology – use it, spend time with it, and learn from people it has benefited so you can leverage it
• Marc Benioff, Chairman and CEO, Salesforce.com, Inc.: Be where the customers are, and be consistent in your interactions
• Tony Pace, CMO, Subway: Simplicity is what sticks with consumers
Consider your point of entry and how you want to sequence your marketing – and be open to modifying it
Marketing research and development is important. By the time the book comes out, you’re too late to truly win
• Beth Comstock, SVP and CMO, GE: Marketing’s role is to provide value and innovation – mindshare before marketshare
Good marketers are okay with ambiguity, pulling pieces together and saying “I don’t know yet” as they build
Change should be a part of every brand ethos
• Stephen Quinn, EVP and CMO, Walmart U.S.: We must prepare marketers for their careers. It’s important that they master new technologies – like data and analytics – while retaining the ability to tell stories
Protect and cultivate mavericks and innovators in your organization – give them the projects most important to success
• John Costello, President of Global Marketing and Innovation, Dunkin’ Brands, Inc.: Confront reality. Winners assess what is working and what is not – and act
Change is the new normal and marketers must be prepared for it
Think long term and embrace a 360-degree approach to meeting customer needs
• Oliver Fran๏ฟฝois, CMO, Chrysler Group LLC and Fiat Group Automobiles: Sell products through a brand – not brands through products
Challenge status quos and tell stories in every way possible – let your brands have personality
• Joseph V. Tripodi, EVP and Chief Marketing and Commercial Officer, The Coca-Cola Company: Marketers must be more nimble and progressive, and embrace the values of Millennials
Allow your customers to par
Danielle Arnold CooperKatz & Co. for the ANA 917-595-3062 Contact Danielle via email
“ฦvolution” Comes Full Circle At The Chelsea Film Festival
The Chelsea Film Festival, running from October 16th through October 20th, 2024, at Regal Cinemas here in Union Square, is set to host the East Coast premiere of ฦvolution, a thought-provoking experimental micro-short film that proves big ideas can come in small packages and in perfect circles.
In just 1 minute 16 seconds, this cinematic gem by Award-Winning Director Romina Schwedler, with original music by Argentine Composer Ignacio Montoya Carlotto, explores a cycle as old as time: life leads to progress, progress leads to destruction, and destruction, well, leads back to life. But is this vicious circle unbreakable? ฦvolutionย suggests the answer is yes, unless we decide to open our eyes.
Inspired by the overwhelming number of recent events that threaten human existence,ย ฦvolution, possibly the shortest film in this 12th edition of the festival, plays out entirely through the symbolism of circles, cleverly illustrating โin the blink of an eyeโ the repeating patterns of history, and confronting viewers with the uncomfortable truth that our so-called โprogressโ may, in fact, be guiding us to our own ruin.Premiering at the Regal 14 Union Square, New York City, on October 18, 2024, at 11 a.m., Romina Schwedler's micro-short, featuring Leah Young with cinematography by Alan J. Carmona, will be sure to spark conversations longer than the film itself! Forcing viewers to reconsider the true meaning of evolution, not just as a biological process, but as a reflection of our collective journey as humans.
With a string of festival appearances across the globe, including CineGlobe at CERN (Switzerland/France), Oscarยฎ... Read More