ORLANDO, Fla. – At its signature Mplanet conference, the American Marketing Association unwrapped the results of a year-long project to help marketers map future scenarios and possibilities in the marketplace. The work, created in partnership with Decision Strategies International, used scenario-building to predict four archetypes of CMOs and their potential impact on marketing in 2015.

The process of “disciplined imagination” used by AMA and DSI gives marketers a way to organize all of the uncertainty in the market and create possible stories or pictures of the future.

AMA’s CEO Dennis Dunlap challenged industry leaders to use the scenarios and be flexible enough to market in the moment while still planning for a continuum of possibilities.
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ORLANDO, Fla. – As the marketing landscape continues to change at unprecedented speeds, the industry’s top minds came together at the American Marketing Association’s conference Mplanet (Jan. 26-28) to share insight on the opportunities and challenges in today’s technology-driven marketplace.

“Especially in today’s changing climate, marketing has the opportunity to create an enduring brand,” said Dennis Dunlap, CEO of American Marketing Association. “By bringing together our industry’s best and brightest to explore new strategies, media and tactics, Mplanet is helping to ensure marketing’s role in creating a brand’s long-term innovation and sustainability.”

Digital Marketing Lab Learnings

Mplanet, hosted in partnership with Wharton School and Bain & Company, commenced with a pre-conference digital marketing lab Monday afternoon where speakers explored the growing toolkit of digital marketing techniques, social media, mobile marketing technologies and next generation devices.
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Industry Leaders to Examine the New Marketing Environment and Strategies of Today’s Most Successful Brands

CHICAGO – The American Marketing Association announces the return of Mplanet, an industry-leading event for the world’s most influential marketing leaders and academics to share new ideas, innovations and proven strategies in today’s challenging marketing environment. The American Marketing Association, the largest marketing association in North America for individuals and organizations involved in the practice, teaching and study of marketing worldwide, will host the conference in partnership with The Wharton School and Bain & Company.

“This techno-driven, borderless world has created many new challenges and consumers are becoming resistant to traditional marketing,” said Dennis Dunlap, Chief Executive Officer of the American Marketing Association. “From rapidly changing computing and communication platforms to a weakening economy, today’s marketing leaders need fresh insights to improve performance and to drive results within their organizations.”
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