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10 Key Takeaways from the 2016 ANA Masters of Marketing Conference

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KEY TAKEAWAYS10

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The ANA Masters of Marketing Conference is all about growth. Whether it’s moving the needle on consumer engagement, investing in data and analytics, building teams that can adapt and evolve, or boosting the bottom line, success for marketers means building momentum and driving growth.

HERE ARE 10 TAKEAWAYS FROM THIS YEAR’S CONFERENCE.

“Much of what we express as content belongs in a box and should never be opened, because it’s a trap — a content crap trap — never to be caught in.”— MARC PRITCHARD, ANA CHAIRMAN AND

CHIEF BRAND OFFICER AT PROCTER & GAMBLE

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Consumers deserve a good experience when watching ads. Brands need to step up their game and provide ads that sell and that are of a good enough

quality that consumers will actually stick around to watch them.

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“Never before has there been so much opportunity to make change and build brands.”— DEBORAH WAHL, U.S. CMO AT MCDONALD’S CORP.

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From live events to virtual reality to long-form branded content, marketers have no shortage of ways to find and connect with an audience,

and then tell powerful stories that fuel a brand’s momentum.

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“Be accountable for having working knowledge of what’s out there and empower your people to make decisions.”— DENISE KARKOS, CMO AT TD AMERITRADE

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You don’t have to be an expert in everything from analytics to Gen Z, but you should know enough. Hire the right people who are experts and rely on them for their knowledge and to help make informed decisions.

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“You need to have a content-first ecosystem. It’s all about your consumers. Let them know you care about them.”— STEPHANIE MCMAHON, CHIEF BRAND OFFICER AT

WORLD WRESTLING ENTERTAINMENT (WWE)

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Beyond the quality of your product, consumers need a reason to care for your brand. Telling meaningful stories that have purpose and

provide value can lead to a powerful brand-consumer connection.

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“Scale and personalization are a must in today’s market.”— ALISON LEWIS, CMO AT JOHNSON & JOHNSON

CONSUMER COMPANIES

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General messaging that’s not directed at any particular audience will no longer cut it. The technology exists to create personalized messages and

deliver them at mass scale, and marketers need to adapt.

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“Be radically simple.”— CONNIE WEAVER, EVP AND CMO AT TIAA

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Communicate in a visual way, with plain language, and with a singular message. The world is complicated enough; don’t make consumers have to

puzzle out your brand value. Be clear and purposeful in your communications.

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“Collaboration is messy. It means pushing against that stubborn mindset

of ‘We’ve always done it this way.’”— DIEGO SCOTTI, VP AND CMO AT VERIZON COMMUNICATIONS

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Collaboration is a key to innovation and breakthrough marketing, but it can sometimes be difficult to achieve when there’s a culture

of complacency. Persevere, push, and build teams that can work together to move the brand forward.

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“We have a motto at Shake Shack: ‘The bigger we get, the smaller

we need to act.’”— EDWIN BRAGG, VP OF MARKETING AND

COMMUNICATIONS AT SHAKE SHACK

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Keeping a focus on community and maintaining an active dialogue with customers can drive a passionate following for your brand.

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“The world is clearly changing, and too many people … are holding on to the past.”— GARY VAYNERCHUK, OWNER OF VAYNER MEDIA

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Innovation and disruption are two sides of the same coin. Marketers need to be nimble enough to respond and adapt when disruption happens, and

ready to pounce when an opportunity to evolve comes their way.

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“I will not sign my name to anything unless I feel it brings pride and honor to my father’s name. That’s the standard I would ask you to hold yourselves accountable to, and that you hold your people to. When you do that, you’ll inspire great work.”— JIM SPEROS, EVP OF CORPORATE

COMMUNICATIONS AT FIDELITY INVESTMENTS

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Quality is more than justifying the cost of something. Make sure that what you create is worth the time and energy that went into it —

and that the end result is something you can be proud of.

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All content for this presentation has been selected from sessions at the 2016 ANA Masters of Marketing Conference. Want more wisdom from our biggest event? We’ve got you covered:

Marketing for the Year in Which We Actually Live

Ambidextrous Marketing: Embracing the Power of Ambiguity

Things I Wish My Father Told Me About Creativity

Building a Better and More Relevant Brand

Sources

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