What’s On Your Clients’ Minds

The Association of National Advertisers has once again asked 157 senior marketers what their top priorities are.
For the second year in a row, the number one response was integrated marketing communications.
Here’s how CMOs and other senior marketers see their challenges:
1. Integrated marketing communications
2. Marketing accountability
3. Aligning marketing organization with innovation
4. Brand building
5. Media proliferation
6. Advertising creative that achieves business results
7. Consumer control over what and how they view advertising
8. Attracting and retaining top talent
9. Globalization of marketing efforts
10. Multicultural marketing
The creative professionals in our audience will, no doubt, be thrilled to see number six in that sub top-five slot.

About David Burn

Co-founder and editor of AdPulp. I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. I worked for seven agencies in five states before launching my own practice in 2009. Today, I am head of brand strategy and creative at Bonehook in Portland, Oregon.


  1. Where’s growth in revenues, operating profits, etc.? No wonder the average tenure is less than 2 years.

  2. Rules of the game says:

    Not that it’s a perfect list, but any “creative” put off by this should find a new profession. Real creativity always finds ways to adapt and thrive.