Marketing World's New Year Resolution: to Further Evolution

Ad Age's Survey of Heavy Hitters From Marketers, Media and Agencies Finds Determination to Thrive

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MARTIN SORRELL, CEO OF WPP:
"This year, I'm looking to strike a better balance in my life between time spent with family, in business, and on social initiatives. So when not focusing on the economies of the BRIC countries (Brazil, Russia, India, China), and the emerging Next 11, digital expansion, operating margins and industry consolidation, I hope to be playing more cricket, particularly with my youngest son. Am looking forward to bowling [with] Clive Lloyd and Mike Proctor -- again. The last may be totally lost on your U.S. readership, so perhaps they might like to consult their Australian, Indian, Pakistan, South African or West Indian colleagues!"

MAURICE LEVY, CEO OF PUBLICIS GROUPE:
"I don't have the tradition of making New Year's resolutions. I don't believe in this kind of approach. I'm making everyday resolutions and have plenty of dreams: the most important thing I'd like to see happening for Publicis Groupe is that all our efforts to build a new kind of agency come to fruition and that the market notices (as our clients are already doing) that we have already turned the page, closed the chapter of the old world and we have entered the new one long before any of our competitors. Publicis Groupe is reinventing marketing communications with totally integrated communications and digital at its core."

TIM ARMSTRONG, CEO OF AOL:
"Our resolution is to make this new decade the decade of content and to end 2010 with Ad Age yelling, 'Do you believe in miracles.' Just like Al Michaels did when Team USA beat the Russians in the 1980 Olympics. People don't believe content can win, but that is our 2010 resolution."

ANDY ENGLAND, CMO, MILLERCOORS:
"To sell more beer."

RICHARD GERSTEIN, SENIOR VP-MARKETING AT SEARS HOLDINGS:
"Stay focused on creating personalized digital relationships with our customers by meeting their individual needs in an integrated way through our stores, websites, call center, and innovative mobile shopping sites."

HOWARD DRAFT, EXECUTIVE CHAIRMAN, DRAFTFCB:
"To try and continue to make the environment our people work in a great place to work."

CHRIS BROGAN, CHRISBROGAN.COM, PRESIDENT, NEW MARKETING LABS:
"In 2010, my group is resolving to do more to use social software and related metrics to extend our partners' channels and build deeper customer relationships. We're using content marketing like blogs and video and e-mail newsletters and webinars to develop inbound value and more flexible materials as conversation starters and prospect generators, but we're also using listening tools and monitoring to bring conversations to people at their point of need. In my estimation, 2010 is the year that companies take their social-marketing business a lot more seriously and devote some resources to improved listening and lead generation. "

KEITH LEVY, VP-MARKETING, ANHEUSER-BUSCH:
"To find the next Facebook or Twitter phenomenon ... making sure we're in the places our consumers are increasingly headed and being there in an authentic way."

FRED COOK, PRESIDENT-CEO OF INTERPUBLIC GROUP OF COS.' GOLIN HARRIS:
"Our marketing resolution for GolinHarris for 2010 is 'keep it simple.' We have made great strides with our 'get real' campaign which focuses on the power of straight talk in these challenging economic times. We will continue to tell that story for our agency and for our clients."

TED WARD, VP-MARKETING AT GEICO:
"Made the resolution never to make another resolution."


GREG STERN, CEO OF BUTLER SHINE STERN & PARTNERS:
"I resolve to banish to Alcatraz the next digital guy who uses the expression: 'You just don't get it.' I resolve to give my client's customers entertainment and utility in their digital platforms. I resolve to walk away from new business prospects who want the best and pay the least."

NANCY HILL, PRESIDENT-CEO OF THE 4A'S:
"Get the 'magic' back in the business. Otherwise, all of our efforts to attract talent will fall on deaf ears. If we continue to act like downers, who would want to join us?"

JASON FALLS, SOCIALMEDIAEXPLORER.COM, PRINCIPAL, SOCIAL MEDIA EXPLORER:
"If I have one resolution for 2010, both personally and one I hope for all the social-media thinkers out there, it's to have laser focus. We keep hearing that companies are going to spend more on social-media marketing, but that they're apprehensive because of a perceived lack of return on investment, no clear cut way to measure and quantify social media spending and so on. I've drafted two strategy documents for clients already this year that have clear goals, objectives, strategies and tactics, but also clear ways to quantify those efforts. By having that laser focus on what you're trying to do and how you're going to prove you have or have not done it, then the results will speak for themselves. If we all have laser focus on delivering -- whether it's social media, advertising creative, public relations efforts and more -- our clients win, their customers win and we win.

MARK FIGLIULO, CHAIRMAN-CHIEF CREATIVE OFFICER TBWA/CHIAT/DAY, NEW YORK:
"Gain weight, take up smoking, and start transitioning the agency into a radio-only boutique."

BILL KOENIGSBERG, PRESIDENT-CEO OF HORIZON MEDIA:
"The consumer will continue to be king and in more control of the brands they want to identify with so be sure to keep the consumer out in front and present in your thinking at all times. Marketers need to stay true to their brand values and reward loyalty more than ever. And the digital world now allows brands to be kidnapped by the consumer [so] make sure you are part of the dialogue."

MARTINE REARDON, EXEC VP-MARKETING AND ADVERTISING, MACY'S:
"My 2010 New Year's marketing resolution is to always put the customer at the center of every decision and to create magic in her life by delivering the best selection, best brands, compelling value and unforgettable moments."

NICK DENTON, FOUNDER AND PUBLISHER, GAWKER MEDIA, THE ONLINE MEDIA GROUP:
"We all laugh about the TV upfronts. But at least the TV advertisers bother to watch the hot upcoming shows and think about the context for their brands. Please let this be the year the data-blind buyers for online media evolve -- and actually browse and evaluate the websites they're buying."

MORAY MACLENNAN, WORLDWIDE CEO M&C SAATCHI, LONDON:
"My first resolution is to stop talking about 'digital' and 'traditional' media. Digital is already starting to sound just as old fashioned a phrase as traditional. It's all media."

JESSICA BUTTIMER, VP-MARKETING, DECKERS OUTDOOR (MAKERS OF UGG, TEVA AND SIMPLE SHOES), WHO FORMERLY HEADED MARKETING FOR CLOROX GREEN WORKS:
"Having just left packaged goods for the fast-paced and passionate world of shoes in December, my resolution is to not over-apply a 'CPG way of doing things' and to spend much of the year getting in touch with the consumer. Related to that, I hope to embrace the fact that in this industry product is king (rather than seeing that as an affront to marketing)... and to crown the consumer the queen."

MILES NADAL, CHAIRMAN-CEO OF MDC PARTNERS:
"To make sure that we optimize every single opportunity to acquire talent, and enhance every one of our businesses. That means recruiting 250 top people in the industry in 2010, putting in place a human capital management plan and investing $25 million in that function over the next five years, and ideally spending $150 to $200 on acquisitions over the next two to three years. "

TONY PALMER, CMO AT KIMBERLY-CLARK CORP.:
"We as a global marketing team resolved jointly to continue to focus on selling more things to more people for more money more often. We've been quite successful in our view in the new approach to integrated marketing planning. Now we want to drive greater risk taking to drive better marketing and innovation, so the news is more hard hitting. We want to elevate our analytics process to support that. When you broaden what you consider media as all consumer touch points, it puts a premium on the analytics to support that. ...I need the analytics to understand how it's working."

LISA DONOHUE, U.S. CEO OF PUBLICIS GROUPE'S STARCOM USA:
"To successfully operate in a Hi-Def and Hi-Speed world. We must view the world with the clarity and precision provided by high definition observation. Data and human understanding are the keys to this observation. The other part of that is Hi-Speed. Our organization must operate with speed, agility and flexibility. We must operate at the speed of business and the speed of the consumer. We must continue to break down silos, challenge the status quo and drive open source strategies."

LINUS KARLSSON, EXEC CREATIVE DIRECTOR, MOTHER, NEW YORK:
"Paul [Malstrom, co-ECD] and I are going to try to turn ourselves into one large high-definition touchscreen with a built-in TV-tuner. Don't ask us how but we have a year to figure it out."

BOB JEFFREY, JWT CHAIRMAN-CEO:
"It's about focusing on our clients' success. Also, to be mindlessly optimistic and not give in to negativity."

LAUREN HOBART, CMO OF CARBONATED SOFT DRINK GROUP FOR PEPSICO AMERICAS BEVERAGES:
"I resolve to continue letting passionate Dew fans take an active part in shaping the future of the Mountain Dew brand...and to make a strong positive impact on our world and our business with the Pepsi Refresh Project."

GARY STOCKMAN, CEO AND PARTNER AT OMNICOM GROUP'S PORTER NOVELLI:
"With the arrival of a new decade, the pace of change in our business is only going to increase. Communications strategies and techniques will continue to change daily. And the future will belong to organizations that can most rapidly adapt and reinvent themselves.

At Porter Novelli, we're answering this challenge by making 2010 the year we become a true multilevel learning organization, which means, those who have knowledge teach, while those who seek knowledge learn -- without regard to job title or who has more years in the business. At Porter Novelli we will constantly learn from and teach each other, and then use what we learn to create more value for our clients. This approach turns the traditional agency apprentice model on its head. And it creates real competitive advantage. "

BOB GREENBERG, CHAIRMAN, CEO, GLOBAL CHIEF CREATIVE OFFICER, R/GA:
"1. To make a TV campaign that makes Jeff, Alex, Dan, and Lee say, "Wow....who did that.?" 2. To find 100 more talented R/GA'ers... yesterday. 3. To be able to attach the word 'Global' to our name. 4. To go 'off the grid' for a weekend."

VICTORIA DAVIES, MANAGING DIRECTOR, CHI & PARTNERS, NEW YORK:
"My New Year's marketing resolution is ..... commitment to 100% recycling of ideas."

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