ANA: Consumer Is In Control

Below are key talking points of ANA CEO Bob Liodice’s opening keynote speech at the ANA Masters of Marketing conference. The gist? The picture says it all, but it seems to contradict the overwhelming time spent playing montages of 30-second commercial spots to the audience in the main session. However, his focus on technology and corresponding four pillars for marketing reinvention makes sense.

 

Technology means:

  • Consumer in control.
  • Changed media landscape.
  • Managing and building brands.
  • Transformed measurement platform.

Continuous Marketing Reinvention Requires Four Pillars:

  • Brand Building: Innovation
  • Integrated Marketing Communications: New media combined with traditional
  • Accountability: Appoint accountability champion; drive efficiencies
  • Reinvention of Marketing Organization: Led by a new marketing professional characterized by holistic thinkers, innovators, customer-centric philosophy, team leadership…a renaissance marketer

 

Published by Max Kalehoff

Father, sailor and marketing executive.

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7 Comments

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  2. Max,

    Did Mr. Liodice give some good meat to the talking points you listed above… or did he just rattle them off?

    I’ve grown leary of believing a lot of folks in Advertising when they say they’re approaching the new paradigm of marketing. A lot of them seem to know the key points to say… but don’t expand upon them like I’d like to hear.

    By the way, I like the term “reaissance marketer.”

    Nick Wright

  3. Max,

    Did Mr. Liodice give some good meat to the talking points you listed above… or did he just rattle them off?

    I’ve grown leary of believing a lot of folks in Advertising when they say they’re approaching the new paradigm of marketing. A lot of them seem to know the key points to say… but don’t expand upon them like I’d like to hear.

    By the way, I like the term “reaissance marketer.”

    Nick Wright

  4. Hi Nick,
    Bob gave some good meat, but I guess nothing is really new. But at least key points are getting re-emphasized! He’s driving them home to this large group of markters.

  5. Hi Nick,
    Bob gave some good meat, but I guess nothing is really new. But at least key points are getting re-emphasized! He’s driving them home to this large group of markters.

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