ANA 2010

10 Heroes of 'Marketers Constitution' Uphold Tenets of Successful Marketing

In His 10th Column Celebrating ANA's 100th Anniversary, Liodice Identifies Those Who Have Committed to Excellence

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Bob Liodice
Bob Liodice
NEW YORK (AdAge.com) -- One year ago, the ANA launched the "Marketers' Constitution" as a rallying cry for the industry. It clearly outlined tenets that would ensure that the marketing industry continues to thrive and contribute to the growth of the economy -- 10 essential "musts" for marketing today and tomorrow.

At ANA's annual Masters of Marketing conference, we underscored the enduring importance of these principles by honoring 10 companies and their marketing leaders that have effectively embraced one of the tenets of the Marketers' Constitution. We hope to see and, in fact, call on the entire industry to uphold the same commitment to excellence in the years to come.

SOME OF THE BEST: Tony Hsieh, Joe Tripodi, John Hayes, Gail Perlow, Logan McDougal, Bob Greenberg, Brian Perkins, Beth Comstock, Dan Jaffe, and Marc Pritchard.
SOME OF THE BEST: Tony Hsieh, Joe Tripodi, John Hayes, Gail Perlow, Logan McDougal, Bob Greenberg, Brian Perkins, Beth Comstock, Dan Jaffe, and Marc Pritchard.
1. Marketing must become increasingly targeted, focused and personal.
For their embodiment of this tenet of the constitution, we have chosen to honor Zappos and its CEO, Tony Hsieh. The company built its business on phenomenal, one-to-one customer service and is highly sophisticated about e-commerce.

2. Marketing must build real, tangible and enduring brand value.
With a constantly refreshed pipeline of products and edgy ad campaigns, the Coca-Cola juggernaut now reaches into more than 200 countries. As the hero of this tenet of the constitution, we honor the marketers to whom they've entrusted it today, such as Joe Tripodi, exec VP-chief marketing and commercial officer, and Wendy Clark, senior VP-integrated marketing communications and capabilities.

3. Marketing must become more effective -- more creative, insightful and accountable.
American Express has skillfully balanced long-term brand building with shorter-term demand creation. It has excelled at selecting authentic talent to represent the brand, as well as targeting core customers like small-business owners. For taking marketing accountability to the highest level of excellence, we honor CMO John Hayes; Nancy Smith, VP-global media, content and community; and Claire Bennett, senior VP-U.S. consumer travel network.

4. Marketing must become more integreated and proficient in managing expanding media platforms.
Seamlessly integrating multiple agencies continues to be a significant challenge for all marketers, but one company in particular decided to do something about it. Combe formed an in-house agency and took control of its marketing integration. For taking the marketing integration bull by the horns, this tenet's hero is Combe and its president-media insight, Gail Perlow.

5. The marketing supply chain must become more efficient and productive.
Wrigley, an advisory board member of the Marketing Supply Chain Institute, has taken significant steps to streamline its marketing supply chain. For their comprehensive commitment to making the marketing supply chain more efficient, we honor Wrigley and its VP-customer marketing and operations, Logan McDougal.

6. The marketing ecosystem -- including agencies, media and suppliers -- must become increasingly capable.
This tenet's honoree, R.GA, creates movie productions in the ad-agency setting by putting advanced technology in the hands of its digitally savvy storytellers. This approach enables the firm to produce creative, measurable results for clients such as Nokia and Nike. For embracing digital marketing so effectively, R/GA and its pioneering leader, Bob Greenberg, merit our recognition.

7. Marketing professionals must become better, highly skilled, diverse leaders.
At Johnson & Johnson, diversity and inclusion are more than just company values -- they're competitive advantages. As one of America's most enlightened and diverse companies, Johnson & Johnson deserves our utmost respect, and we are delighted to honor its CMO, Brian Perkins, and its chief diversity officer, Anthony Carter, as the heroes of this Marketers' Constitution tenet.

8. Marketing must be indisputably socially responsible.
General Electric's Ecomagination campaign underscores how the company uses renewable energy and reduces carbon emissions throughout the GE system. But Ecomagination goes further, offering customers products that measurably improve their operations, value proposition and environmental performance. For this socially responsible approach, we honor GE and its brand stewards, Senior VP-CMO Beth Comstock and Judy Hu, global executive director-advertising and branding.

9. Marketing must be unencumbered by inappropriate legistaion or regulation.
Earlier this month the ANA, 4As, DMA, IAB and AAF, in conjunction with the Network Advertising Initiative and Council of Better Business Bureaus, launched a self-regulatory program that will give consumers enhanced control over the collection and use of data regarding their web viewing for online behavioral advertising purposes. This tenet's hero has been part of many advocacy efforts on behalf of, and in defense of, the industry and ANA members over the past 25 years: the ANA's exec VP-government relations, Dan Jaffe.

10. The marketing discipline must be elevated and respected.
For sustained impact in elevating our profession, there is no corporation as deserving as Procter & Gamble, with a long line of brilliant CMOs such as Bob Wehling, Jim Stengel and Marc Pritchard. We are delighted to honor one of ANA's earliest members -- and one of the world's most-respected marketing companies -- Procter & Gamble.

ABOUT THE AUTHOR
Bob Liodice is the president-CEO of the Association of National Advertisers. This is the final in a series of 10 columns published in celebration of the ANA's 100th anniversary.
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