After a Brutal Year, Marketers Regroup to Share War Stories and Ideas

http://www.nytimes.com/2009/11/06/business/media/06adco.html?_r=1&ref=business

Devoting the agenda of the conference to “defying the recession” helped draw attendees, he added, which will be underlined by the introduction of what Mr. Liodice is calling a “marketers’ constitution.”

The document is composed of 10 “essential ‘musts’ of marketing,” Mr. Liodice said. He plans to describe them in a speech on Friday.
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Those core principles, as outlined in an advance copy of his speech, include making marketing more “targeted, focused and personal,” insuring it can “build real, tangible and enduring brand value,” encouraging workplace diversity and social responsibility, and intensifying efforts to be “more creative, insightful and accountable.”

To those ends, Mr. Liodice will announce steps like the association’s first conference on creativity, probably in the second half of next year, and a study intended to demonstrate what he called the “immense economic contribution” made by marketing.

And Mr. Liodice said he would ask attendees to sign copies of the constitution, which will also be made available at other industry events and on the association’s Web site, ana.net.