The Association of National Advertisers Needs A New Agency Of Record

The “ad” below was sent to me by email today.
ANA_Masters.png
Here’s some of the lead copy that goes along with it: “Celebrate ANA’s 100th anniversary by connecting with your colleagues–senior marketers and chief marketing officers–for an event, one hundred years in the making, that will bring you cutting-edge trends and ideas from the industry.”
It seems to me an event “one hundred years in the making” ought to have an ad to support it that was at least one week in the making.
Unfortunately, I see this kind of short-cutting all the time–some companies and non profit groups think so highly of their product or service offering, that they put little or no effort into building their brand.
The reality is it’s a big mistake to remain undifferentiated, and brand building is all about finding memorable ways to showcase a company’s key points of difference. It’s something every company needs.

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About David Burn

Native Nebraskan seeking the perfect pale ale in the Pacific Northwest. Copywriter and brand strategist at Bonehook. Co-founder and editor of AdPulp.

  • http://www.adpulp.com Dan Goldgeier

    And something tells me that discovering cutting edge trends and ideas would require a more modern technique than using some sort of telescope at street level. Unless you’re involved in corporate espionage, in which case you’re stealing ideas, not discovering them.

  • http://multicultclassics.blogspot.com HighJive

    At the end of the day, it all demonstrates a few realities:
    The ANA is comprised of outdated hacks who are clearly in need of help from advertising agencies – although these clowns ultimately get their agencies to do work that is not very good.
    Take a look at some of the “groundbreaking insights” delivered during a past ANA convention:

    On the flipside, ad folks don’t do much better when promoting their own stuff:
    http://multicultclassics.blogspot.com/2010/07/7763-clio-wont-win-clio.html