ANA Masters of Marketing Week 2018

If SXSW is "spring break" for marketers, then ANA Masters Week in Orlando has to be winter break. 4 long days + 3 longer nights + 3,000 of the best and brightest client-side, agency and martech attendees makes for stimulating debate on the future of advertising.

Shout out to the AdAge editors I met Thursday night after Kelly Clarkson, your cocktail recipes were delicious, but don't think I didn't catch you leaving early Friday.

ANA Daily Blog Day 1: Who Stole The Marketing Industry?

https://adage.com/article/cmo-strategy/ana-daily-blog-day-1/315378/

ANA Daily Blog Day 2: What Doesn't Kill You Makes You Stronger?

https://adage.com/article/special-report-ana-annual-meeting/ana-daily-blog-day-2-kill-makes-strong/315404/

With no Day 3 blog, I'll summarize, as I proudly stayed until the final presentation with about less than a third of the conference attendees.

*Hershey's is proudly producing much of their content in-house, but still relies heavily on their agency partners. Their in-house studio is a great way to give some love to brands like Heath that hasn't a marketing spend or agency for 10 years. Hershey's CMO, Jill Baskin, shared that there's a renewed sense of energy amongst their brand teams, who love pitching creative ideas. They're hoping to use this as a recruitment tool for fresh, young talent to come "in-house."

*The U.S Navy and Wavemaker Media are targeting "Centennials" in some exciting new ways. I'd tell you what they were, but what happens at ANA, stays at ANA in this case. I commend your recruiting efforts Captain Matt Boren, thank you for your service!

*Michelob Ultra and FCB Chicago shared how "active is the new premium." With 75% if executives saying good physical fitness is critical for career success at the executive level and the rise of fitness dominating fashion, it's no wonder Michelob has seen skyrocket growth since focusing "work out and go out" messaging on an active target that aligns well with their product's benefits.