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�ois, 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
