ANA President-CEO Bob Liodice said the organization is repositioning itself as the Center of Excellence for Marketing, and he outlined six major initiatives to help it achieve its goal of providing industry leadership.
The association plans to work with its members to help them:
--Strengthen brand management, strategic planning and execution.
--Control costs by streamlining processes and creating efficiencies.
--Optimize media management and integrated marketing communications.
--Develop professional marketing talent.
--Shape industry platforms that advance the practice of marketing and promote free markets, free speech and free choice.
--Champion the value and power of marketing.
The association is changing its focus in order to address changes in the marketplace such as advances in technology, the shift in power to the customer, government regulation, and the need for marketers to be accountable, Liodice said in a speech.
The ANA also partnered with EMM Group's Center for Marketing Excellence (CME) to launch a certification training program for corporate marketers. Initial classes will meet Feb. 23-25 at The Westin Times Square Hotel in New York.