US Marketing Seers Foretell Adland's 2007 Fortunes

20 December 2006

NEW YORK: From the friendly folk who recently brought you the Family Television Awards, America's Association of National Advertisers proudly presents the major advertising trends of 2007 - as envisaged by some of the planet's senior marketing clairvoyants under the wand of ANA president/ceo Bob Liodice.

Reporting direct from the prestigious Ouija Bar in downtown Manhattan, WARC News is privileged to bring you insight into tomorrow's marketing modes:

  1. Consumer in Control: Marketers will abandon their historic 'command and control' model of brand building in favor of a truly interactive dialogue with consumers.

  2. New Agenda for Agencies: Agencies will be turned on their heads, with their efforts increasingly tied to client brand performance.

  3. Hail to the Chief: The chief marketing officer will rise in stature as a C-suite* player.

  4. Unconventional Outreach: Marketing will increasingly work to break through media clutter, consumer multi-tasking and the growing cacophony of marketplace noise.

  5. Media Buying Metamorphosis: The old, antiquated ways of media buying and selling will be transformed.

  6. Let the Fighting End: Government policymakers, consumer advocacy groups and brand marketers will begin to find common ground, and align business goals with public policy needs.

  7. Organizational Overhaul: The marketing organization will undergo a top-to-bottom reinvention, providing better professional education with a focus on enhancing creativity, strategic alignment and brand stewardship.

  8. Research Renewal: Marketers will insist that macro measurements, marketing mix modeling and brand performance research become far more relevant to critical brand accountability goals.

  9. Blow Up the Back Room: Archaic business systems and back office operations will be overhauled to lower costs, increase efficiencies and redeploy non-working dollars to hard-working, productive investments.

  10. Continuous Marketing Reinvention: This will become the mantra of marketing executives and the cornerstone philosophy for successful brand building, integrated marketing communications, marketing accountability and the marketing organization.
*C-Suite: For those unfamiliar with transitory US corporate-speak, here's the Wiktionary definition: "The group of 'chief officers' of a business organization, who share nearly equal authority in their respective functional areas of responsibility, with chief executive officer, chief operating officer and chief financial officer usually being included."

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