Video Highlights From the ANA Branding Conference
Clips of Seven Top Marketing Executives
Produced by
Hoag Levins
Published: May 18, 2009
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NEW YORK (AdAge.com) -- The May 13 Association of National Advertisers conference opened to a crowd of marketers struggling with recession and searching for a glimmer of hope along the horizon. They were offered tips and insights related to both throughout the day. The gathering was organized around the theme "Brand Building in Tough Times and Beyond." Below are video highlights from seven of the day's presentations by top marketing executives.
Ad Age Videography by Steve Raddock
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Marketers Remain Perplexed by Social Media
Roger Adams, Chairman, ANA Brand Management Committee
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ANA member companies are generally perplexed by the exploding world of social media, according to the organization's annual survey. Roger Adams, chairman of the ANA's Brand Management Committee, hits the high points of the findings.
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Turning Beer Temperature Into Marketing Gold
Patrick Edson, VP Marketing Innovation, MillerCoors
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Coors Light "cold activated" products have tapped into a little-noticed insight in the beer market. Brew buffs hate warm beer. MillerCoors Vice President for Marketing Innovation Patrick Edson said the company's promotion has so changed consumer attitudes that many more bar-goers now send back beer that isn't cold enough.
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MasterCard's 'ATM Hunter' iPhone App is a Hit
Chris Jorgis, SVP, US Consumer Marketing, MasterCard
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MasterCard's aggressive digital marketing strategies have propelled it headlong into social media as well as the exploding field of iPhone applications. Chris Jorgis, SVP US Consumer Marketing at MasterCard said 10,000 people a week are downloading the commpany's new "ATM Hunter" app.
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Making Marketing Music with MTV's 'Rock Band' Game
Richard McDonald, SVP Global Marketing, Fender Musical Instruments
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Clearly the most colorful speaker (ornate tattoos stretched from shoulder to wrist on his left arm) was Richard McDonald, Senior Vice President of Global Marketing at Fender Musical Instruments. Partnerships with digital game companies have boosted Fender revenues.
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Quest for the Renaissance Marketer
Bob Liodice, President & CEO, ANA
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In a world where the complexity of brand building, integrated marketing and marketing accountability continues to escalate, companies must find or develop new kinds of "renaissance marketers," says ANA President and CEO Bob Liodice. In addition, their agencies, researchers and consultants must also find ways to adapt more rapidly to new concepts.
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The Psychological Boost of Coffee Marketing
Cynthia Ashworth, VP, Consumer Engagement, Dunkin' Donuts
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Aside from being a speaker, Cynthia Ashworth, vice president of Consumer Engagement at Dunkin' Donuts, provided coffee for the conference breaks. At the podium she emphasized consumers want to feel "smart, not cheap" in their search for value.
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Partnerships, Not Brand Renovation, Best Growth Strategy
Steve Bratspies, SVP Dry Grocery, Wal-Mart
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One of the most common mistakes made by marketers facing intense quarterly revenue pressures is to re-engineer their brand identity, said Steve Bratspies, SVP Dry Grocery, Wal-Mart. Instead, they should focus on creative new ways to find and nail down mutually beneficial partnerships to accomplish the same goal much more effectively.
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