电通（Dentsu）：2022年美国广告主协会(ANA)营销大师年会回顾报告-四大主题（英文版）（21页）.pdf

1、ANA MoM 2022 Rewind4 themes emerging from the ANA Masters of Marketing 2022 conferenceIntroductionThe ANAs Masters of Marketing conference returned to Orlando this year in a hybrid in-person/virtual format.The conference retained the“Force for Growth,Force for Good”slogan it had introduced last year

2、 and thus it was no surprise that a significant number of presentations focused on purpose-driven marketing and how the industry can contribute to meaningful progress.Our strategist captured the most significant insights from the presentations and identified four key themes that emerged from the pro

3、gramming.Major Themes:Creativity is Key to Growth But Cant Succeed on Its Own Infusing Inclusivity into Innovation Combining Products and Purpose Reframing Strategies,Beyond Industry Boundaries2ANA MOM 2022 REWINDTheme 1:Creativity is Key to Growth But Cant Succeed on Its OwnCreativity PLUS Problem

4、SolvingABIs Marcel Marcondes spoke about an important shift in his organizations goals.For decades,they achieved steady growth through ambitious acquisitions to eventually become the#1 brewer on the planet where 1 of every 4 beers consumed anywhere in the world today comes from ABI.And once they rea

5、ched#1,their growth needs changed.They needed to shift from an acquisition mindset to an imperative to grow organically where a key pillar of their strategy became to“lead and grow the category.”They recognized that,as the leader,they needed to grow the pie so everyone could grow together as an indu

6、stry.Creativity would lead that growth but to do that,they could not count on random creativity.Instead,ABI needed to systematize creativity and turn it into a mindset.They created a global Marketing Academy designed to provide instruction to brands,spark inspiration,and illuminate how teams can eff