US Marketing Bosses View Changing Landscape

28 March 2007

NEW YORK: Top marketing executives in the US have given their verdicts on the issues that will shape their plans this year. A survey by the Association of National Advertisers shows that "integrated marketing communications" and "marketing accountability" rank highest among decision-makers' concerns.

The ANA surveyed 100 senior marketers and, summarizes president/ceo Bob Lidoce: "The results recognize that marketers are increasingly challenged by the proliferation and complexity of the marketing and media landscape."

He adds: "It is not a surprise to see this, particularly as marketing mix allocations have become paramount in the overall accountability and brand building equations."

Integrated marketing communications received 116 votes, while accountability garnered 114. "Aligning the marketing organization with innovation", with 89 votes, surfaced for the second year running as a major priority for marketers; while "building strong brands" and "media proliferation" rounded out the top five major concerns for the industry, respectively polling 75 and 49 votes.

The table below lists the issues raised by marketers and ranked in order of importance - compared to how each issue fared in the 2006 survey:

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Data sourced from Association of National Advertisers (USA); additional content by WARC staff