The Marketers' Constitution

The Association of National Advertisers (ANA) is the advertising industry’s oldest trade association,"founded on June 24, 1910 in Detroit, Michigan by 45 companies to safeguard and advance the interests of advertisers and consumers." In celebration of its 100th anniversary, the ANA has created The Marketers' Constitution. According to its CEO, Bob Liodice, "Its goal is twofold: to acknowledge the marketing industry's many contributions to our society, and to help the marketing profession move beyond the inefficiencies, limitations, restrictions and unknowns of the past to a new, effective, transparent, economical and socially responsible model of marketing and media for the future."

The ten principles of the "Constitution" follow. The ANA website elaborates on them. They are useful guideposts to the evolving logic of marketing and, by extension, advertising in an increasingly digital media world.

* Marketing must become increasingly targeted, focused and personal.
* Marketing must build real, tangible and enduring brand value.
* Marketing must become more effective - more creative, insightful and accountable.
* Marketing must become more integrated and proficient in managing expanding media platforms.
* The marketing supply chain must become more efficient and productive.
* The marketing ecosystem - including agencies, media and suppliers - must become increasingly capable.
* Marketing professionals must become better, highly skilled, diverse leaders.
* Marketing must be indisputably socially responsible.