Marketers must constantly be ready to move forward and evolve. It is experimentation and innovation that allows marketers to find true value. At the 2017 ANA Advertising Financial Management Conference, experts outlined the value of evolving. In this presentation, we cover five of their most important insights.

1. TAKEAWAYS FROM THE 2017
ANA ADVERTISING FINANCIAL
MANAGEMENT CONFERENCE5

2. Change has been a constant companion of the marketing industry for
quite some time. A number of speakers at the 2017 ANA Advertising
Financial Management Conference homed in on the idea of change and
what it means in terms of redefining value.
Here are five takeaways from this year’s conference.
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3. 1
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4. “To say consumers are in charge is a
huge understatement.”
— LISA BROWN, GLOBAL CHIEF STRATEGY AND
CHIEF BUSINESS DEVELOPMENT OFFICER AT
ACTIVE INTERNATIONAL
4© Copyright 2017 by the Association of National Advertisers, Inc. All rights reserved.

5. With the advent of digital media, the brand’s ability to control where
and when it interacts with consumers has greatly diminished,
and that’s changing the nature of business. Brands need to find innovative
ways to interact with consumers on their terms, and experiment with
alternative business models that reduce costs and drive efficient,
meaningful consumer interactions.
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6. 2
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7. “Digital advertising needs a heart to be
emotionally effective.”
— JEFF GOODBY, CO-CHAIRMAN AND PARTNER
AT GOODBY SILVERSTEIN & PARTNERS
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8. Digital may be a relatively new investment area for brands,
but in order to get value out of the medium, the creative work will
need to resonate with consumers in a meaningful way.
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9. 3
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10. “We’re at the end of the advertising era,
and at the dawn of the renaissance of
marketing.”
— LOU PASKALIS, SVP AND GLOBAL MEDIA
EXECUTIVE AT BANK OF AMERICA
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11. Brands have moved beyond traditional forms of advertising.
Marketers need to similarly move beyond outdated forms of measurement
that can’t calculate the brand equity built through personalization,
real-time interaction, and the efforts marketers put into making
the product relevant to the consumer. The new era of marketing
will be quantifying the ROI of brand love.
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12. 4
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13. “Change is afoot.”
— GEOFF RAMSEY, CO-FOUNDER AND
CHIEF INNOVATION OFFICER AT EMARKETER
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14. More precisely, change is a bot. From sales to advertising to CRM to
factory production, artificial intelligence will change every aspect of how
businesses are run. Marketing and procurement professionals would be
wise to figure out how they’re going to adapt to this new technology soon.
14© Copyright 2017 by the Association of National Advertisers, Inc. All rights reserved.

15. 5
15© Copyright 2017 by the Association of National Advertisers, Inc. All rights reserved.

16. “If you have no uniqueness, you have
no pricing authority.”
— JEFF FROMM, PRESIDENT AT FUTURECAST
16© Copyright 2017 by the Association of National Advertisers, Inc. All rights reserved.

17. Millennials curate connections to brands that match their own sense of
self. The more unique the brand, and the more relatable it is, the more
value this generation of consumers will find in it. Brands looking to
connect with millennials should ensure uniqueness is a core KPI.
17© Copyright 2017 by the Association of National Advertisers, Inc. All rights reserved.

18. All content for this slideshare has been pulled from presentations at the 2017 ANA Advertising
Financial Management Conference. Want more from #ANAAFM? We’ve got you covered:
Don’t Get Me Started
Connecting to Consumers in a Digital World
The Millennial Mindset
2017 ANA Advertising Financial Management Conference Media Keynote