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The ANA's Best of 2016

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Association of National Advertisers
Association of National Advertisers

In this presentation, we've pulled together the ten key takeaways from the more than 100 events the ANA held this year. All for your reading convenience.

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THE ANA’S BEST OF 2016
2© Copyright 2016 by the Association of National Advertisers, Inc. All rights reserved. 2016 is a year none of us will soon forget. At the ANA, we held more than 100 events, regularly bringing together the world’s top marketers to share their secrets for driving success. We’ve collected key takeaways from those sessions to help you kick-start the new year. Let’s go!
“The world is clearly changing, and too many people are holding on to the past.” — GARY VAYNERCHUK, OWNER OF VAYNER MEDIA, AT THE 2016 ANA MASTERS OF MARKETING CONFERENCE 3© Copyright 2016 by the Association of National Advertisers, Inc. All rights reserved.
We recognize the irony of using this quote to lead off a presentation reflecting on the past year. That minor detail aside, the sentiment that what worked in the past won’t work going forward is one we saw crop up again and again over the past 12 months. 4© Copyright 2016 by the Association of National Advertisers, Inc. All rights reserved.
“Word of mouth is the single most important tool in marketing.” — DAVE RODRIGUEZ, VP AND HEAD OF GLOBAL INSIGHTS AND MARKETING INTELLIGENCE AT AVON, AT THE 2016 ANA MASTERS OF MEASUREMENT CONFERENCE 5© Copyright 2016 by the Association of National Advertisers, Inc. All rights reserved.
Despite all of the advances in tech and data analytics, peer recommendations still drive the most conversions for marketing. This will probably always be true. If you’re not working on campaigns that drive referrals, you’ll be left in the dust. 6© Copyright 2016 by the Association of National Advertisers, Inc. All rights reserved.
“Never before has there been so much opportunity to make change and build brands.” — DEBORAH WAHL, U.S. CMO AT MCDONALD’S CORP., AT THE 2016 ANA MASTERS OF MARKETING CONFERENCE 7© Copyright 2016 by the Association of National Advertisers, Inc. All rights reserved.
From live events to virtual reality to long-form branded content, 2016 left marketers with no shortage of ways to find and connect with an audience, and then tell powerful stories to fuel a brand’s momentum. 8© Copyright 2016 by the Association of National Advertisers, Inc. All rights reserved.
“What we’re doing now is not so much storytelling to an audience, but co-creating a story.” — SUSANNAH COSTELLO, VP OF GLOBAL BRAND AT VISIT FLORIDA, AT THE 2016 ANA BRAND ACTIVATION CONFERENCE 9© Copyright 2016 by the Association of National Advertisers, Inc. All rights reserved.
The content creation process evolved this year. To take full advantage, you must create enriching experiences for consumers who, through their participation, will share their stories and extend the brand message. 10© Copyright 2016 by the Association of National Advertisers, Inc. All rights reserved.
“Facebook is the most influential civilization to date.” — TOM BRADY, VP OF SOCIAL MEDIA AND EMERGING PROGRAMMING AT THE NFL, AT THE 2016 ANA DIGITAL & SOCIAL MEDIA CONFERENCE 11© Copyright 2016 by the Association of National Advertisers, Inc. All rights reserved.
It seems crazy, but it’s true: There are now more people on Facebook than live in China. Facebook is one site where you need to co-create with consumers, allowing them to play a role in your brand’s story. 12© Copyright 2016 by the Association of National Advertisers, Inc. All rights reserved.
“Be radically simple.” — CONNIE WEAVER, EVP AND CMO AT TIAA, AT THE 2016 ANA MASTERS OF MARKETING CONFERENCE 13© Copyright 2016 by the Association of National Advertisers, Inc. All rights reserved.
As granular and complex as the world is today, simple, direct messaging still has the biggest impact. Make it easy for consumers to understand the value your brand brings to the table. Be clear and purposeful in your communications. 14© Copyright 2016 by the Association of National Advertisers, Inc. All rights reserved.
“Never bring an opinion to a data fight.” — ANDY CRESTODINA, CO-FOUNDER AND STRATEGIC DIRECTOR AT ORBIT MEDIA, AT THE ANA/BMA16: MASTERS OF B2B MARKETING CONFERENCE 15© Copyright 2016 by the Association of National Advertisers, Inc. All rights reserved.
We clearly live in a data-driven world. If your marketing isn’t reliant on data, your efforts will continuously fall short. Don’t let opinions dictate your decisions; insist on data. 16© Copyright 2016 by the Association of National Advertisers, Inc. All rights reserved.
“Convention won’t challenge itself.” — LORI SENECAL, GLOBAL CEO OF CP+B, AT THE 2016 ANA BRAND ACTIVATION CONFERENCE 17© Copyright 2016 by the Association of National Advertisers, Inc. All rights reserved.
Somebody is looking for a way to disrupt your business right now. It’s up to you to beat them to the punch by challenging the old ways of thinking and doing things. Anticipate changes, take risks, and don’t be afraid to fail. 18© Copyright 2016 by the Association of National Advertisers, Inc. All rights reserved.
“Scale and personalization are a must in today’s market.” — ALISON LEWIS, CMO AT JOHNSON & JOHNSON CONSUMER COMPANIES, AT THE 2016 ANA MASTERS OF MARKETING CONFERENCE 19© Copyright 2016 by the Association of National Advertisers, Inc. All rights reserved.
General messaging no longer cuts it. The technology exists to create personalized messages and deliver them at mass scale, and marketers need to adapt. 20© Copyright 2016 by the Association of National Advertisers, Inc. All rights reserved.
“The industry standard of 54 percent viewability on digital ads is bullsh*t.” — KENNY MITCHELL, HEAD OF CONSUMER ENGAGEMENT AT GATORADE, AT THE 2016 ANA DIGITAL & SOCIAL MEDIA CONFERENCE 21© Copyright 2016 by the Association of National Advertisers, Inc. All rights reserved.
Your number one goal for 2017: Raise the bar for viewability! Demand more from your team and your agencies. Insist they produce work that is ad-blocker friendly. 22© Copyright 2016 by the Association of National Advertisers, Inc. All rights reserved.
This presentation may be over, but we’ve just barely scratched the surface of all the wisdom shared at ANA events in 2016. Want to see what we’ve got in store for 2017? Check out next year’s calendar.

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The ANA's Best of 2016

  • 2. 2© Copyright 2016 by the Association of National Advertisers, Inc. All rights reserved. 2016 is a year none of us will soon forget. At the ANA, we held more than 100 events, regularly bringing together the world’s top marketers to share their secrets for driving success. We’ve collected key takeaways from those sessions to help you kick-start the new year. Let’s go!
  • 3. “The world is clearly changing, and too many people are holding on to the past.” — GARY VAYNERCHUK, OWNER OF VAYNER MEDIA, AT THE 2016 ANA MASTERS OF MARKETING CONFERENCE 3© Copyright 2016 by the Association of National Advertisers, Inc. All rights reserved.
  • 4. We recognize the irony of using this quote to lead off a presentation reflecting on the past year. That minor detail aside, the sentiment that what worked in the past won’t work going forward is one we saw crop up again and again over the past 12 months. 4© Copyright 2016 by the Association of National Advertisers, Inc. All rights reserved.
  • 5. “Word of mouth is the single most important tool in marketing.” — DAVE RODRIGUEZ, VP AND HEAD OF GLOBAL INSIGHTS AND MARKETING INTELLIGENCE AT AVON, AT THE 2016 ANA MASTERS OF MEASUREMENT CONFERENCE 5© Copyright 2016 by the Association of National Advertisers, Inc. All rights reserved.
  • 6. Despite all of the advances in tech and data analytics, peer recommendations still drive the most conversions for marketing. This will probably always be true. If you’re not working on campaigns that drive referrals, you’ll be left in the dust. 6© Copyright 2016 by the Association of National Advertisers, Inc. All rights reserved.
  • 7. “Never before has there been so much opportunity to make change and build brands.” — DEBORAH WAHL, U.S. CMO AT MCDONALD’S CORP., AT THE 2016 ANA MASTERS OF MARKETING CONFERENCE 7© Copyright 2016 by the Association of National Advertisers, Inc. All rights reserved.
  • 8. From live events to virtual reality to long-form branded content, 2016 left marketers with no shortage of ways to find and connect with an audience, and then tell powerful stories to fuel a brand’s momentum. 8© Copyright 2016 by the Association of National Advertisers, Inc. All rights reserved.
  • 9. “What we’re doing now is not so much storytelling to an audience, but co-creating a story.” — SUSANNAH COSTELLO, VP OF GLOBAL BRAND AT VISIT FLORIDA, AT THE 2016 ANA BRAND ACTIVATION CONFERENCE 9© Copyright 2016 by the Association of National Advertisers, Inc. All rights reserved.
  • 10. The content creation process evolved this year. To take full advantage, you must create enriching experiences for consumers who, through their participation, will share their stories and extend the brand message. 10© Copyright 2016 by the Association of National Advertisers, Inc. All rights reserved.
  • 11. “Facebook is the most influential civilization to date.” — TOM BRADY, VP OF SOCIAL MEDIA AND EMERGING PROGRAMMING AT THE NFL, AT THE 2016 ANA DIGITAL & SOCIAL MEDIA CONFERENCE 11© Copyright 2016 by the Association of National Advertisers, Inc. All rights reserved.
  • 12. It seems crazy, but it’s true: There are now more people on Facebook than live in China. Facebook is one site where you need to co-create with consumers, allowing them to play a role in your brand’s story. 12© Copyright 2016 by the Association of National Advertisers, Inc. All rights reserved.
  • 13. “Be radically simple.” — CONNIE WEAVER, EVP AND CMO AT TIAA, AT THE 2016 ANA MASTERS OF MARKETING CONFERENCE 13© Copyright 2016 by the Association of National Advertisers, Inc. All rights reserved.
  • 14. As granular and complex as the world is today, simple, direct messaging still has the biggest impact. Make it easy for consumers to understand the value your brand brings to the table. Be clear and purposeful in your communications. 14© Copyright 2016 by the Association of National Advertisers, Inc. All rights reserved.
  • 15. “Never bring an opinion to a data fight.” — ANDY CRESTODINA, CO-FOUNDER AND STRATEGIC DIRECTOR AT ORBIT MEDIA, AT THE ANA/BMA16: MASTERS OF B2B MARKETING CONFERENCE 15© Copyright 2016 by the Association of National Advertisers, Inc. All rights reserved.
  • 16. We clearly live in a data-driven world. If your marketing isn’t reliant on data, your efforts will continuously fall short. Don’t let opinions dictate your decisions; insist on data. 16© Copyright 2016 by the Association of National Advertisers, Inc. All rights reserved.
  • 17. “Convention won’t challenge itself.” — LORI SENECAL, GLOBAL CEO OF CP+B, AT THE 2016 ANA BRAND ACTIVATION CONFERENCE 17© Copyright 2016 by the Association of National Advertisers, Inc. All rights reserved.
  • 18. Somebody is looking for a way to disrupt your business right now. It’s up to you to beat them to the punch by challenging the old ways of thinking and doing things. Anticipate changes, take risks, and don’t be afraid to fail. 18© Copyright 2016 by the Association of National Advertisers, Inc. All rights reserved.
  • 19. “Scale and personalization are a must in today’s market.” — ALISON LEWIS, CMO AT JOHNSON & JOHNSON CONSUMER COMPANIES, AT THE 2016 ANA MASTERS OF MARKETING CONFERENCE 19© Copyright 2016 by the Association of National Advertisers, Inc. All rights reserved.
  • 20. General messaging no longer cuts it. The technology exists to create personalized messages and deliver them at mass scale, and marketers need to adapt. 20© Copyright 2016 by the Association of National Advertisers, Inc. All rights reserved.
  • 21. “The industry standard of 54 percent viewability on digital ads is bullsh*t.” — KENNY MITCHELL, HEAD OF CONSUMER ENGAGEMENT AT GATORADE, AT THE 2016 ANA DIGITAL & SOCIAL MEDIA CONFERENCE 21© Copyright 2016 by the Association of National Advertisers, Inc. All rights reserved.
  • 22. Your number one goal for 2017: Raise the bar for viewability! Demand more from your team and your agencies. Insist they produce work that is ad-blocker friendly. 22© Copyright 2016 by the Association of National Advertisers, Inc. All rights reserved.
  • 23. This presentation may be over, but we’ve just barely scratched the surface of all the wisdom shared at ANA events in 2016. Want to see what we’ve got in store for 2017? Check out next year’s calendar.