A strong marketing constitution

The enthusiasm for the marketing profession and marketing output was palpable at this year's US Association of National Advertisers' (ANA) conference. Keynote speakers got standard ovations; when creative output or business results are shown people cheer
and clap.

There was a real sense of pride and purpose. And a sense of importance. No wonder the conference was named 'Masters of Marketing'.

The ANA even have a Marketers' Constitution, with 10 behaviours that masters of marketing should exhibit; and they recognise companies and individuals who have been outstanding performers. Food for thought, for the UK's browbeaten marketers.

So what does the Marketing Constitution say?

1. Marketing must become increasingly targeted, focused and personal.
2. Marketing must build real tangible brand value.
3. Marketing must become more effective - more creative, insightful and accountable.
4. Marketing must become more integrated and more proficient at managing multi-platforms.
5. The marketing supply chain must become more efficient and productive.
6. The marketing supply chain - agencies, media and suppliers - must become more responsive and effective.
7. Marketing leaders must be better highly skilled diverse leaders.
8. Marketing must be indisputably socially responsible.
9. Marketing must be unencumbered by inappropriate legislation or regulation.
10. The marketing discipline must be elevated and respected.

Perhaps it's time for the Marketing Society to dust off its Marketing Manifesto?

When Bob Liodice met the ANA in the USA

Bob Liodice has by all accounts done wonders for the Association of National Advertisers (ANA) in the US.

When he started, who knows how many years ago, there were only 270 or so in the audience at the opening dinner at the ANA Annual Conference to celebrate the Masters of Marketing. This year, the 100th in the ANA's history, there were 1600. It was a sparkling occasion. I sat between marketing representatives from Southern Electric - the first energy company in the US to go into nuclear - and Sally Kennedy, another Brit, and erstwhile President of Cossette in New York. We were hosted by AETN and their country and western cabaret.

It was the usual marketing event - but with a twist. And the twist was in the scale! The Rosen Shingle Creek hotel is not just a hotel - it's a town, more or less. A 230-acres site just off Universal Boulevard boasting the best in golf, tennis, poolside entertainment and restaurants. It's a 10 minute walk from the Bell Desk to the conference reception. Almost like the walk to the furthermost gate at a busy airport.