Mplanet Is Moving Fast
Hey all, Piet here, the new Marketing News staff writer. I can't believe the day one sessions are over and done with. I've only had time to soak up the Orlando sun for 20 seconds, much less hit the blog.
Here's what's gone down.
American Express CMO John Hayes delivered an inspirational presentation that evoked everything from the construction of the Empire State Building to President Barack Obama to Jim Henson's Muppets (the latter showcased via American Express Commercial). Empire State was built in the Great Depression, so Hayes suggests we can certainly accomplish great things in this economy. Barack Obama evokes hope, which is something marketers need to create to attract new business. And the Muppets symbolize Henson's mark on the world, made possible, in part, by his American Express card.
Hayes certainly made an impression with his observations and insight. My fave quote: "Never before have we had better educated, more well-armed marketers with more economic resources than we do today. Our generation of marketers have the opportunity, no, make that the responsibility, to help lead our country back on the road to economic recovery."
Mary Dillon, Executive Vice President and Global Chief Marketing Officer for McDonald's, was up next. Her presentation took attendees around the world, showcasing how McDonald's marketing teams in Europe, Latin America, Japan and elsewhere are trying to sell McDonald's as the embodiment of "simple easy enjoyment." But it isn't one size fits all. While the Big Mac and the Arches are iconic everywhere, the U.K., for instance, focuses on produce in its marketing. In Latin America, local flavors are executed in the menu. In Japan, a few McDonald's locations were redesigned as sleek-looking Quarter Pounder restaurants, to build buzz, and place emphasis strictly on the quality of the sandwich. Other McDonald's restaurants aim to have a more modern and sleek decor, and McD has used interactive contests and YouTube fan videos in its outreach.
No matter what you took from Dillon's talk, I can tell you I overheard many people afterwards saying they were hungry for a Quarter Pounder. Clearly, that's a brand that works, even on brand-savvy Mplaneters.
And now, time to network.
Make sure you check out the Marketing News blog for more in-depth reporting on some of the keynote presenters and some afternoon sessions.
The Marketing News blog is also the place to read thoughts from one of tomorrow's most anticipated speakers - Larry Grisolano, the Senior Communication Strategist for Barack Obama's Presidential Campaign.
"People want to be communicated with, spoken to, like adults," Grisolano told Marketing News Editorial Director John N. Frank. That philosophy, in part, became the basis for one of the most successful political marketing campaigns of our time. Read Frank's Grisolano blog here.
And don't forget all - we're on Twitter!
Posted by John Frank on January 27, 2009 4:08 PM | Permalink | Comments (0) | TrackBacks (0)
Leave a comment