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Marketing Industry Is ‘Unproductive, Unsustainable and Undesirable,’ Says Association of National Advertisers CEO

Oct 20, 2016  •  Post A Comment

The head of the Association of National Advertisers painted a grim picture of the state of the marketing industry as the organization unveiled a new initiative aimed at transforming the industry.

ANA President and CEO Bob Liodice introduced the ANA Masters Circle at the organization’s annual Masters of Marketing Conference in Orlando, Fla. In his opening remarks he said the organization was compelled to initiate the Masters Circle as a growing number of industry challenges — including talent supply, privacy, ad fraud, ad blocking, viewability and transparency —  have left the overall marketing industry “unproductive, unsustainable and undesirable.”

The initiative, Liodice said, is designed to bring chief marketing officers together to pursue an aligned agenda aimed at enabling them to “take back the industry.”

“Marketers command the marketing decision-making process, but they’re not engaged or leading the industry’s agenda,” Liodice said. “It’s abundantly clear that marketers must take their industry back. CMOs can no longer let others do the heavy lifting. If they want something, they have to lead the way.”

Please click here for details in an announcement by the ANA, including a discussion of the Masters Circle initiative’s four primary objectives.

ANA-Association of National Advertisers

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