ANA Masters of Marketing; Re-Cap & Digital OOH Perspective

It’s been a few weeks since our last post being on the road and a lot of exciting developments cooking in the ADCENTRICITY kitchen. We just returned from one of our favorite industry events, the ANA Masters of Marketing. Below is an post event interview with Rob Gorrie - President of ADCENTRICITY along with comments from the event.

The insight, inspiration and validation gained at the ANA Masters of Marketing 2009 event is one that is unmatched in the US advertising industry. Congratulations to Bob Liodice and his team for another stellar year. There were over 1,200 CMO’s, top level marketing executives, agency executives, analytic / research companies and select vendors in attendance. Overall the attitude of marketers was positive at least a very noticeable increase over 2008 which resonated in conversations and presentations (no roof jumpers this year).

Among the presenting CMO’s and companies were:

• Verizon
• Google
• McDonalds
• Charles Schwab
• Method
• Walmart
• IBM
• Procter & Gamble
• General Mills
• Best Buy
• Fidelity Investments
• Dairy Queen
• Fender Musical Corporation
• Dunkin’ Donuts
• Dial

There has been a significant shift over the last 24 months in advertising which presents opportunity for digital out-of-home and Adcentricity. The key focus that resonated from the presenting brands and collaborative efforts from their agencies were:

• Focus on core brand philosophy and consumer needs
• Local advertising solutions
• Consumer involvement in brand direction. “Work for the consumer not your boss”.
• Multi-cultural segment focus is becoming an increased priority
• Consumer transparency and authenticity

Although traditional media has not and will not be abandoned, the real focus is connecting with consumer is a genuine and relevant manner. More and more the consumers are becoming in control of the direction of advertising, product development and how the advertising message and media programs are being developed.

The ANA Magazine also posted the Top 25 Takeaways from the ANA Masters of Marketing 2009 Annual Conference.

Thank you to the ANA for a great event and all the wonderful people who ADCENTRICITY met during the week.

Jeff Atley