With a loaded speaking agenda of marketing geniuses, Masters of Marketing Week 2018 provided attendees with enough inspiration to last an entire year. Ahead, we cover some of our favorite insights.

2. With a record attendance, performances by some of the world’s
top musicians, and a wide array of insights and learning,
ANA’s 2018 Masters of Marketing Week provided — in just five days —
enough inspiration to last attendees an entire year. Ahead, we cover
our 10 favorite quotes from speakers at this year’s conference.

4. “THEBESTWAYTODEALWITHDISRUPTIONISTOLEADIT.”
–MARCPRITCHARD,CHIEFBRANDOFFICERATP&G

5. Disruption is coming for your brand. Rather than sitting around waiting for the
next big thing to hit your brand’s marketplace, become a disruptor yourself,
suggests the world’s foremost marketer. Focus on where your product or
service can use a 21st century facelift and make it happen.
5© Copyright 2018 by the Association of National Advertisers, Inc. All rights reserved.

6. “AGILEADVERTISERSLIVEINBETA.”
–GEORGEHAMMER,CHIEFCONTENTOFFICERATIBM

7. Test, test, test. This was a common theme throughout the conference and
George Hammer said it best — to develop an agile marketing culture, your
brand’s ads must constantly be in BETA mode. That means running messaging
or content before it has been approved by all senior decision makers,
learning from those pushes, and iterating a new, better version, constantly.
7© Copyright 2018 by the Association of National Advertisers, Inc. All rights reserved.

8. “IT’SNOTLIFEORDEATH.WE’REMARKETERS.”
–JEFFCHARNEY,CMOATPROGRESSIVE

9. Though sometimes our work can seem like it is the be-all, end-all, it isn’t.
Charney made this point while imploring marketers across the industry to
experiment regularly. The only thing to prevent you from doing this is the
fear that what you’re doing is too important to risk failure. It isn’t, according
to the Progressive CMO.
9© Copyright 2018 by the Association of National Advertisers, Inc. All rights reserved.

10. “GOALSBEFORETROLLS.”
–LISABORDERS,PRESIDENTOFTHEWNBA

11. In the digital age, it is a virtual certainty that your brand’s content will
be greeted by some online trolls. It is simply the nature of the internet.
Lisa Borders, president of the WNBA, says her brand’s success can largely
be attributed to blocking out negative comments from online players not
acting in good faith and instead remaining focused on what her brand
was trying to achieve.
11© Copyright 2018 by the Association of National Advertisers, Inc. All rights reserved.

12. “MARKETINGISNOLONGERANEXPENSE.IT’SAGROWTHDRIVER.”
–SUZYDEERING,CMOFORNORTHAMERICAATEBAY

13. If your senior executives still view marketing as a cost center, it’s time they
stopped. In a digital world where the battle for eyeballs gets more difficult
every day, a strong and well-funded marketing team is necessary to ensure
your brand stands out. Investments in marketing are proving to drive growth.
13© Copyright 2018 by the Association of National Advertisers, Inc. All rights reserved.

14. “IFBRANDPURPOSEISJUSTWORDSINACAMPAIGN,
THENIT’SANOTHERMISSIONSTATEMENT.”
–AMANDABRINKMAN,CHIEFBRANDANDCOMMUNICATIONSOFFICERATDELUXECORP.

15. Your brand can’t just talk the talk when it comes to purpose. It needs to walk
the walk, too. If your brand identifies a purpose, it must exude that purpose in
everything it does, from the advertising to the way it treats its own employees.
From top to bottom, your company must live your purpose.
15© Copyright 2018 by the Association of National Advertisers, Inc. All rights reserved.

16. “DON’TBEAFRAIDTOSPEAKUP.WHETHERITCOMESFROMAPLACE
OFCOURAGEORAPLACEOFIGNORANCE,THEEFFECTISTHESAME.”
–ERICKDICKENS,SVPANDCMOATKING’SHAWAIIAN

17. Not only should your lower-level employees feel empowered to share their
opinion, your top-level employees should welcome it. Good ideas and perspective
come from a number of places, so marketing teams must be willing to hear
from all parties. And if you have something to say, you should say it!
17© Copyright 2018 by the Association of National Advertisers, Inc. All rights reserved.

18. “YOUHAVETOBEABLETORESPONDINREALTIME.
BUTTORESPONDINREALTIME,YOUHAVETOPREDICT.”
–ALICIAHATCH,CMOATDELOITTEDIGITAL

19. Real-time responses to trends and current events are critical for your brand
to remain relevant and engaging on social media. However, predicting when
something relevant to your brand will happen can be nearly impossible.
At least without help from machines. Using AI-powered social listening
and forecasting technology, you can get out in front of trends and be ready
to respond before they’re even a trend.
19© Copyright 2018 by the Association of National Advertisers, Inc. All rights reserved.

20. “BETHEENTERTAINMENTTHEYSEEKOUTRATHERTHANADISRUPTION.”
–MATTBOREN,CMOATNAVYRECRUITINGCOMMAND

21. The days of consumers having patience with ads they find disruptive are
long over. Instead, your brand should be focused on creating ads and content
people actually want to interact with. Doing so will cause users to seek out
your content, rather than you having to push it to them.
21© Copyright 2018 by the Association of National Advertisers, Inc. All rights reserved.

22. “WEAREONAMISSIONTOEMBRACECHANGEANDAJOURNEYTOBECOMETHE
MOSTOUTCOMES-ORIENTED,CUSTOMER-CENTRIC,AGILE-TO-THE-CORECOMPANY.”
–MICHELLEPELUSO,SVPANDCMOATIBM

23. IBM has been around for more than 100 years and it is the constant push to
innovate that keeps them at the top of their market. While IBM’s top marketer
was discussing her brand, all marketers should be working to make their
companies outcomes-oriented, customer-centric, agile behemoths.
23© Copyright 2018 by the Association of National Advertisers, Inc. All rights reserved.

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