By Barry Garbarino
HIGHLIGHTS FROM 2008
The 2008 ANA Annual Conference once again attracted a who’s who of CMO’s from leading global brands. As promised, the three-day event held October 16-19 in Orlando, Fla., showcased the industry leaders who are driving growth to deliver real results and build brand equity. Many took the stage in front of a record crowd of more than 1,200 attendees, sharing their wisdom, expertise, insights, and opinions — along with examples and clips of the campaigns they have orchestrated to drive growth.
“Great brands truly do lead to impressive and stronger business results,” said Bob Liodice, president and CEO of the ANA, reflecting on the conference. “That’s an underlying philosophy that we have to embed in the minds of all marketers and agency people. The focus needs to be on building brands because all of your results come from that, whether it’s growing top-line revenue, bottom-line profitability, or shareholder value. And what we saw from a lot of the presenters were essentially different ways to grow brands.”
A few memorable moments from 2008 include:
Jim Stengel, Procter & Gamble
In an inspiring and touching keynote address that kicked off the conference, Jim Stengel outlined a road map for “marketing, branding, and life.” Having recently stepped down as global marketing officer at Procter & Gamble, Stengel took the stage for the last time as a P&G employee. His speech was billed as a valedictory address, an opportunity to share a career’s worth of knowledge with peers.
Anne Finucane, Bank of America
“The Bank of America brand stands for action, authenticity, and simplicity. Consumers of all kinds, particularly at times like these, are looking for simple and relevant brand promises that are true on a consistent and reliable basis. Being simple is key. We live in a time of ‘too.’ Too fast, too complex, too much information, too little time, too much stress. It’s our job to be simple.”
Joe Tripodi, The Coca-Cola Company
“The secret formula for growth is that there is no secret formula. It’s doing some of the basics really well, including breaking down internal silos, and moving away from ‘spray and pray’ advertising in favor of precision marketing. Focus on innovation occurs at every level of the organization and extends beyond our breadth of products. Simplicity is key. When you think about innovation, stop chasing the Holy Grail.”
To find out more about the 2009 ANA Annual Conference – The Masters of Marketing and the great line-up of speakers, click here.