电通：2023年美国广告主协会(ANA)营销大师年会回顾报告（英文版）（18页）.pdf

1、1ANA MASTERS OF MARKETING 2023 REWINDANA MoM 2023 RewindRe-Thinking Marketing to Build Modern Brands4 themes emerging from the ANA Masters of Marketing 2023 conference2ANA MASTERS OF MARKETING 2023 REWINDMajor Themes and TakeawaysThe ANAs Masters of Marketing conference returned to Orlando this year

2、 in a hybrid in person/virtual format.The conference retained the“Force for Growth,Force for Good”slogan it had leveraged in the last two years.Therefore,its not a surprise that several sessions continued to focus on purpose driven marketing.However,this year the content looked at brand purpose beyo

3、nd good,but rather as one of the several dimensions through which marketers are innovating brands for the increasingly dynamic context in which they interact with their consumers and an expanding ecosystem of partners and constituents today.Our strategist captured the most significant insights from

4、the presentations and identified four key themes that emerged from the programming.INTRODUCTIONTHEME 1 A Better Business Makes a Bigger Business:How Purpose Can Drive Innovation and Business GrowthTHEME 2 Refocusing on Audience Insights to Unlock New GrowthTHEME 3 Building Brand Equity Through Cultu

5、ral Capital and CommunitiesTHEME 4 Re-thinking Partnerships,Within and Outside the Business3ANA MASTERS OF MARKETING 2023 REWINDA better business makes a bigger business:How purpose can drive innovation and business growth Brand purpose emerged as a continuing theme at the ANA MoM conference this ye

6、ar.While last years conference focused on brand purpose as a driver of societal progress,this year saw a more authentic adoption of purpose as a tool to drive business growth.Brands have begun focusing on how purpose allows companies to authentically show up in culture,expand the audience group to t