The ANA Masters of Marketing Conversation Continues

The marketing and advertising community ascended on Phoenix last week for the Association of National Advertiser’s annual Masters of Marketing conference creating buzz around current marketing trends such as Facebook’s dominance and gamification and taking a look at how the industry is fairing in a troubled economy. Although this ANA event has come to a close, coverage of the event continues to surface.

This past Monday New York Times advertising reporter Stuart Elliott recounted the economics conversation in his article “Economy Casts Shadow on Advertisers’ Forum.” According to Elliott, attendees seemed thankful that the economy had not caved-in on the industry, but were still highly aware of the lofty unemployment rate and continued “sluggish pace of growth” on the economy. He quoted Stephen Quinn, executive vice president and chief marketing officer for Walmart U.S. as saying “Certainly, it’s been a roller coaster of a year, with all the volatility. We’re being disrupted, just like many of the people in this room.”

While the down economy dominated the conversation at the conference, marketers weren’t talking about it as all bad. Elliott reported that several speakers used it as a call to action inferring that “uncertain times [creates] an increased willingness to take risks with bold ideas.”

DGC’s very own Chief Content Officer Melanie Wells attended the conference and had a few key takeaways to share as well:

Marketers seem resigned to a new normal. They are also eager to get ideas and hear ideas from their peers. This year more top executive attendees and speakers, including Walmart CMO Stephen Quinn and Martha Stewart, lingered to sit in on sessions and talk to others who were there. Executives realize that times have changed and the time is now to learn new ways to connect with consumers now that ‘social is at the core’ of marketing. There was a lot of talk about data, of course, but Kraft’s Dana Anderson urged attendees to accept ‘intuition as a valid contributor to clarity.

Today, Advertising Age also posted videos of key speakers that give a great sense of the conversations that took place. In the first video, Kraft’s Senior VP of Marketing and Communications Dana Anderson sheds light on Kraft’s “leap” philosophy and gives a compelling talk on taking marketing to the next level by being open to unusual solutions to problems.

Did you attend ANA’s Masters of Marketing? What was your biggest takeaway?

Posted on October 27, 2011, in Conferences and tagged , , , , , , , . Bookmark the permalink. Leave a comment.

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