Masters of Marketing: Social success stories from Sharpie, Owens-Illinois and Popchips

Geoffrey Precourt

This report from the ANA’s Annual conference summarises presentations from Sharpie, the stationery range, Owens-Illinois, the world's largest manufacturer of glass packaging and Popchips, the healthy snack, on how digital tools can build grassroots brands.

Masters of Marketing: Social success stories from Sharpie, Owens-Illinois and Popchips

Geoffrey Precourt Warc

"Insight without creativity is boring," according to Marc S. Pritchard, Procter & Gamble's (P&G) Global Marketing and Brand-Building Officer. "And creativity without insight is worthless."

Pritchard was the opening speaker at the 2012 Association of National Advertisers (ANA) Masters of Marketing Conference in Orlando, Florida, and his observation resonated throughout the meeting. Pritchard himself talked of P&G's drive for relevant insights, and its "always on" approach to its brands. Meanwhile, big-name speakers from Johnson & Johnson and Fordspoke about...

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