Oct
29
Fire Your CMO? This year's ANA meeting was full of heat
Posted in: Uncategorized
It was hardly the kind of presentation title you’d expect at a marketing conference geared for CMOs. But the talk, led by investment banker Terry Kawaja of Luma Partners, proved to be one of the more popular sessions at the Association of National Advertisers annual “Masters of Marketing” conference, which drew an estimated 3,000 people to the Rosen Shingle Creek resort in Orlando resort.
The title: “Fire your CMO.”
Kawaja’s provocative talk was about how direct-to-consumer startups like Airbnb and shaving marketer Harry’s are eating away at big established behemoths like Procter & Gamble Co. by using highly tailored marketing based on first-party data and artificial intelligence.
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