• by Karl Greenberg , October 14, 2010

The 100th Annual ANA Conference "Masters of Marketing" with a "Growth: Mastering Brands / Driving Results" had record attendance numbers this year, with more than 1,600 registered, breaking the previous record of 1,200 from 2009.    At the three-day event at Rosen Shingle Creek in Orlando, ANA president and CEO Bob Liodice elaborated on his "ten articles of the Marketer's Constitution" announced at last year's conference with companies that exemplify those articles.

Here they are:   1.       Marketing must become increasingly targeted, focused and personal. Hero: Zappos founder, Tony Hsieh   2.       Marketing must build real, tangible and enduring brand value. Heroes: Coca Cola marketers Joe Tripodi and Wendy Clark   3.       Marketing must become more effective – more creative, insightful and accountable. Heroes: American Express executives John Hayes, Nancy Smith and Claire Bennett   4.       Marketing must become more integrated and proficient in managing expanding media platforms. Hero: Combe Inc. President of Media Insight, Gail Perlow   5.       The marketing supply chain must become more efficient and productive. Hero: Wrigley's Vice President of Customer Marketing and Operations, Logan McDougall   6.       The marketing ecosystem – including agencies, media and suppliers – must become increasingly capable. Hero: R/GA and its pioneering leader, Bob Greenberg   7.       Marketing professionals must become better, highly skilled, diverse leaders. Heroes: Johnson & Johnson CMO, Brian Perkins, and Chief Diversity Officer, Anthony Carter   8.       Marketing must be indisputably socially responsible. Heroes: GE and its brand stewards, Beth Comstock and Judy Hu   9.       Marketing must be unencumbered by inappropriate legislation or regulation. Hero: ANA's Executive Vice President of Government Relations, Dan Jaffe   10.   The marketing discipline must be elevated and respected. Hero: Proctor & Gamble CMO Marc Pritchard  

;