Marketing Accountability Reinvention

By Barbara Bacci Mirque

Our recent Masters of Marketing Annual Conference was all about marketing reinvention and we expect that need to continue into 2007 and beyond. As marketers grapple with accelerated rates of change, staying with programs because they “have always worked in the past and if it ain’t broke don’t fix it,” is no longer going to cut it. In order to reinvent, you have to challenge what has always worked and keep challenging it. But be advised, change is never easy. At a meeting of his I attended, marketing pundit Rex Briggs of Marketing Evolution said that one way to innovate is to “build a little, sell a little, learn a lot… If a challenger looks good, work on it, pilot test it and measure it.” When you have the facts, it will be difficult for the naysayers to bring you down. If you are an ANA member, join our new marketing accountability committee to learn how your colleagues are dealing with this and other issues. For the rest of you, join us at the ANA Marketing Accountability Forum in Palm Beach, Florida, from September 9-11, 2007. Check our website for details in the coming months.

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