Heard at AdWatch

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Larry Light wasn't the only one focusing on change at this year's AdWatch. Oddly enough, many speakers pointed the finger squarely at ... their own sector. Agency execs called for change on their ends and marketers called for change on their own. But at least one person, Subway's Christopher Carroll seemed to hint that as much as people call for change, things do stay the same.

"Either we change by choice, design and strategy or we change by the sheer necessity of being forced by clients. And that's not the way to change. The way to change is to try to beat our clients there."

Thomas Bernardin, president, Leo Burnett Worldwide

"Clients have to stop being so lazy. They have to stop looking for an answer that they should be providing and working on themselves. ... When you have clients who look to agency partners or look to a consultant and say `Gee, McKinsey, what should we be doing?' I'm in high worry."

Anne MacDonald, managing director-global marketing, Citigroup's Citibank

"[Amazon.com CEO Jeff] Bezos' hiring a bunch of Ph.D. statisticians to make sure products are priced properly to demand leaves no question that analytical prowess is increasingly important" in marketing.

Carter Cast, senior VP-marketing and merchandising, Wal-Mart.com

"The whole system of measurement-and I'm pointing the finger of blame at everybody here-is just far too thin to justify the word accountability. And it's up to media companies and the agencies to invest some dollars, not just measuring eyeballs, but the effect of the marketing activity."

Dominic Proctor, CEO, WPP Group's MindShare Worldwide

"Our entire plan for 2004 is based on thoughts that came out of [Michael Lewis' book] `Moneyball.' The book is about determining what are the metrics that matter. ... We are re-allocating [our main media advertising in 2005 over 2004]. We've been doing it for several years."

Dave Burwick, senior VP-chief marketing officer, Pepsi-Cola North America

"I've been in the business for 23 years. Every single year at conferences like this the industry has been in transition. Yes, we'll spend more on broadcast. TV is the core of our effort. We are a mass marketer."

Christopher J. Carroll, director-marketing, Subway Franchisee Advertising Fund Trust

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