1. Marketing must become increasingly targeted, focused and
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
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.
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
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
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
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
10. The marketing discipline must be elevated and
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
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.