The Association of National Advertisers Needs A New Agency Of Record

The “ad” below was sent to me by email today.
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.



About David Burn

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. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.