Empty your pockets
Jerri DeVard, senior VP-brand management and marketing communications at Verizon, asked the audience to empty its pockets to make a point: that the future belongs to brands best able to travel to wherever the consumer is moving.
Ms. DeVard's remarks were some of the meeting's most eloquent even as they were gently critical of current marketing industry practices. "As we face uncertain ad-supported futures, it's time we ask ourselves how are we going to jump in and give consumers fresh reasons to consider our brands?" she said. "Do we need yet another agency to create yet another new campaign? Is it by overpaying for placement in a new reality show?"
Take a risk
Joe Tripodi, chief marketing officer, Allstate, chided corporate marketers for trying too hard to placate top management rather than convincing them that the new media landscape demanded dramatic new strategies for marketing communications.
"We can not, as a marketing discipline, as a serious function in corporations, continue to offer up a lot of bs to senior management and think that we are going to build credibility," he said. "We are in a time of unprecedented change. It's time to experiment."
He noted that "we've got marketers running around measuring everything" rather than focusing on the not-exactly-definable process of inventing effective new communications methods.
He told the audience of top corporate executives that it is time to take risks and "accelerate the transformation" of the marketing process.