THE ANA’S

BEST OF 2016

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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

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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.

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“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

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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.

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“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

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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.

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“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

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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.

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“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

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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.

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“Be radically simple.”— CONNIE WEAVER, EVP AND CMO AT TIAA, AT THE 2016 ANA MASTERS OF MARKETING CONFERENCE

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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.

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“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

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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.

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“Convention won’t challenge itself.” — LORI SENECAL, GLOBAL CEO OF CP+B, AT THE 2016 ANA BRAND ACTIVATION CONFERENCE

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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.

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“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

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General messaging no longer cuts it. The technology exists to create personalized messages and deliver them at mass scale, and marketers need to adapt.

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“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

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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.

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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.