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ANA 2012 Annual Conference Opens with Record Attendance

ORLANDO, Fla. (Oct. 11, 2012) – The 102nd Annual ANA (Association of National Advertisers) “Masters of Marketing” Conference began today. The theme of this year’s conference is Growth: Mastering Brands and Driving Results; it is ANA’s largest event to date.

During his opening remarks to more than 2,000 attendees, ANA President and CEO Bob Liodice gave a ten-point assessment of the state of the advertising and marketing industry:

  1. Brands – Liodice noted that brand value has grown 66 percent in the past six years, and emphasized the importance of brand valuation in the industry.
  2. Media Investment – Given the weak economic climate, Liodice is pleased with reports of five percent media growth, and year-over-year statistics indicating that media spending is tracking higher than real GDP. Liodice discussed excitement and growth in a number of channels, including digital, mobile, social, ITV, outdoor and TV.
  3. Creative – Liodice congratulated a number of Cannes Lions winners and praised the industry’s creative prowess.
  4. Effectiveness – Beyond creativity, Liodice stressed the importance of superior effectiveness. He highlighted the Effies as the industry’s premier effectiveness yardstick.
  5. Measurement and Accountability – Liodice spotlighted industry efforts to bolster this category, particularly the 3MS (Making Measurement Make Sense) initiative. He also touched on the role of The Media Ratings Council as the new governing body for industry standard creation and announced a summit on brand-specific commercial ratings in November.
  6. Industry Productivity – The boards of the ANA, 4A’s and many other organizations have ratified Ad-ID as a key focus point to enhance industry productivity, and Liodice reemphasized this, touching on the billions in savings and high return on investment the standard promises.
  7. Industry Leadership – Liodice pointed out several key industry leadership/advocacy initiatives:
    • Procurement – Liodice emphasized the need for transparency in the procurement process, and the proper handling of media and state rebates and incentives
    • ICANN – While the gTLD rollout proceeded as planned, the ANA and its partners successfully elevated the issue and advertiser concerns. The ANA continues to support the creation of a “Do Not Sell” registry.
  8. Self-Regulation – Liodice promoted self-regulation within the industry as being crucial for its growth, highlighting the efforts of the Advertising Self-Regulation Council and Digital Advertising Alliance. In particular, Liodice took a firm stand against Microsoft and its intention to release Internet Explorer 10 with Do-Not-Track turned on by default, echoing a letter the ANA sent to Microsoft a few weeks ago.
  9. Social Responsibility – The Ad Council and Partnership at DrugFree.org were recognized by Liodice for their positive societal and industry contributions.
  10. People – Liodice emphasized that the industry must do more to attract high-caliber people to it, citing the need for an increased effort at colleges and universities, as well as a call to increase training programs and diversity.

The conference is being held at the Rosen Shingle Creek in Orlando, Florida, through Saturday, October 13.

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About the ANA

The ANA (Association of National Advertisers) accelerates growth for marketing professionals, brands, and the entire industry. With a mission to shape the future of marketing, the ANA sets the agenda for the industry, connecting its members to unparalleled expertise, industry-leading resources, and an influential global network. Representing over 1,600 companies — including 1,000+ client-side marketers, 600 marketing solutions providers, and 20,000 brands — ANA members collectively influence $400 billion in annual marketing spending. By championing the 12-point ANA Growth Agenda and the CMO Growth Council, the ANA drives actionable change, empowers marketers, shapes the marketing ecosystem, and delivers exceptional experiences at every touchpoint. Since 1910, the ANA has been setting the agenda for industry transformation. It enables marketers to advance their ambitions, make better decisions, and create lasting impact for their organizations and the industry.

Press Contacts

Luna Newton, CooperKatz & Company for the ANA
Onsite at the Conference: 917.755.1655 or lnewton@cooperkatz.com

Marcus Hardy, CooperKatz & Company for the ANA
917.595.3043 or mhardy@cooperkatz.com