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The Return of ZBB

This article was written by Greg Paull, Co-founder & Principal,…


Today is the final day of @ANAMarketers 2020 Masters of Marketing Virtual Conference and the presentations just keep getting better and better! #ANAMasters

.@LynneBiggar, EVP & CMO @Visa discussed the company's marketing strategies for the "new normal" and showed how Visa pivoted around COVID-19 to enable individuals, businesses, and economies to rebuild and thrive through redesigned and reimagined marketing programs. #ANAMasters

Michelle St. Jacques (@mstjacq), CMO @MolsonCoors, shared with us the steps she took when a Super Bowl-sized competitive attack on day one of the job forced her to go from chaos to creativity. Such a great & enthusiastic presentation! #ANAMasters

.@KarMWalker, SVP & CMO @intel: "I am a strong advocate for marketing technology, it's the only way you can scale and to be real time... But there are 3 things I'm really concerned about: Brand Safety, Programmatic Media Buys (there's no transparency), and Privacy." #ANAMasters

Esi Eggleston Bracey, COO and EVP of Beauty & Personal Care @unileverusa discussed a groundbreaking partnership between @Dove Men+Care and the National Basketball Players Association (@NBPA) that aims to change the way Black men are seen and treated. #ANAMasters

Dean Aragon, CEO & Global VP of Brand @Shell: "I believe that instead the modern marketer needs to be a data alchemist, not a mere data scientist. A data alchemist is one that really tries to find the human beings hidden beneath the data." #ANAMasters

Great first day of @ANAMarketers 2020 Masters of Marketing Conference! So many insightful and inspiring speakers. Looking forward to tomorrow! #ANAMasters

. @f3cooper, CMO @blackrock: "We as marketers have a right to be in the C-suite because we're now helping the entire company shape its entire narrative, protect its social narrative... Brands are representations of the entire company, not just the product." #ANAMasters

Frank Cooper III (@f3cooper), Global CMO of @blackrock, shared his experience at the forefront of business & marketing to examine the role of brands through the lens of being great vs doing good, & the role marketers play in the relationship between selling & serving. #ANAMasters

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