Progress, AI and the economic system had been all large buzzing matters on the ANA Masters of Advertising convention, which simply wrapped up its annual October run on the Rosen Shingle Creek resort in Orlando.
The occasion is without doubt one of the greatest gatherings of manufacturers, entrepreneurs and companies of the 12 months, and its 4 days of displays, breakout periods, dinners and discussions all the time yield a wealth of knowledge for attendees, who gathered this 12 months extra in-person than nearly.
Adweek took within the many displays, networking alternatives and business chatter to get an concept of what manufacturers, companies and entrepreneurs are planning for the long run and the way the convention helps them join.
Progress above all else
The 12 months’s theme was “Power for Progress. Power for Good.” and the tone was set by P&G’s Marc Pritchard, who championed progress above all else.
Pritchard framed his post-pandemic dialogue by showcasing P&G manufacturers’ latest efforts to make use of beforehand taboo matters—equivalent to interval training and overflowing diapers—into their customary advertising and marketing pitch.
“You possibly can’t simply speak about your product: You’ve received to realize perception into customers’ job to be accomplished, downside to unravel or what their habits are,” Pritchard stated. “[Marketers] can really remodel that right into a inventive concept demonstrates how the product really works, why the model is best for individuals, and do it in a really inventive manner.”
However Pritchard neither kicked off the expansion dialogue nor ended it. On the primary night time of the convention, iHeartMedia CMO Gayle Troberman dove into knowledge exhibiting how entrepreneurs’ training, geographic location, viewing habits and even their love of the occasional Aperol Spritz not solely conflicts with the broader market they’re making an attempt to promote to, however could also be inhibiting their corporations’ progress. On the final day, FC Barcelona’s managing director of Asia Pacific and the Americas, Bryan Bachner, famous that the Catalan soccer membership has opened places of work in New York and Hong Kong in makes an attempt to market to the broadest viewers of followers attainable.
Manufacturers take heart stage
From the convention’s predominant stage, manufacturers continued to information that progress dialogue. Mastercard CMO Raja Rajamannar introduced a Brazilian chef onstage and paired his presentation with the chef’s handmade sweets to make the case for his firm’s branded eating places and their enchantment as a advertising and marketing perk to regional and touring cardholders.
Each Stanley Black & Decker CMO Tabata Gomez and La-Z-Boy CMO Christy Hoskins spoke about how a mix of nostalgia and recommitment helped pull their legacy manufacturers again from the brink of obscurity. In the meantime, Goal-owned supply model Shipt’s CMO Alia Kemet and Planet Health chief model officer Jaime Medeiros mentioned how even their youthful manufacturers should sometimes tweak the advertising and marketing components to stay culturally related.
