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.

“If you really want to be a strategic force within your organization, you have to live in today and tomorrow,” said Dunlap. “The marketers who will win in the new marketsphere will be the ones who systematically plan for future scenarios. They will identify not only the strategies and tactics best suited to the future, but also their role in navigating what they foresee.”

Marketing Luminaries Share Expertise

Chief Executive and Marketing Officers from Xerox Corporation, American Express and McDonald’s revealed their innovative leadership skills in navigating the marketing industry through today’s information age. The speakers discussed both the opportunities and challenges organizations face while building and maintaining a brand in both a local and global market.

Keynote speaker, Anne Mulcahy, Chairman and CEO, Xerox Corporation, followed Dunlap by offering her point of view on what really matters in today’s world of information. Named 2008 CEO of the Year by Chief Executive Magazine, Mulcahy said organizations must reach consumers who are living in a world of information overload. She noted that more than 4,000 new blogs were created while she was delivering her remarks at Mplanet.

“I think we can all agree that there is more information available to us than ever before,” Mulcahy said. “We spend more time sifting through it. It’s less reliable. And it’s all getting faster and more pervasive than ever – - not just by a little, but by a lot.”

Mulcahy said companies can make their message stand out in a sea of information by using technology for more personalization and by really listening to the customer.

“Staying in touch with customers used to be considered a ‘nice’ thing,” she said. “Today smart marketers know it is critical. We bring customers into our research and development labs. We open up their eyes and their minds to what is possible. We ask them to identify their ‘pain points’ and to dream along with us on how we can make their business problems disappear.”

Additional program content:

* John Hayes, Global CMO, American Express, said, “The consumer is going through a massive shift in their behavior. People are redefining what’s possible, what’s real and what’s next.” Consumers today need to be heard and understood – and this generation of marketers must courageously step outside communication that is comfortable and continually adapt to consumers needs. “Our generation of marketers has the opportunity – no, make that the responsibility – to help lead our country back on the road to economic recovery. We create hope. We create a better tomorrow,” said Hayes.
* Mary Dillon, EVP and Global CMO, McDonald’s, brought the conversation about new technologies and innovation back to a central theme focusing on the brand promise. By focusing on the promise, Dillon said, “We put a stake in the ground and we crystallized what we stand for. Your brand promise needs to be a part of your company’s DNA so that it’s genuine, but also it must be aspirational. It’s your brand on its very best day…Think about your brand promise as a beacon that guides your actions.”

Throughout the day, break-out sessions of strategic forums and application spotlights emphasized specific issues in the marketing industry. John Aiello, CEO and Co-Founder of the SAVO group was joined by Joseph Galvin, VP and Research Director, Sirus Dicisions, to explain how winning marketing organizations are driving greater impact on sales and where to focus time and resources in 2009

Presentation Information and Interviews

To view a full listing of Mplanet speakers, please visit http://www.mplanet2009.com/speakers.shtml. For further information on AMA’s Future Role of Marketing in 2015 report, a session or to request an interview with AMA or a speaker, media may contact Christine Heath at christine.heath@fleishman.com or 312-932-2804.

About the American Marketing Association

The American Marketing Association is the largest marketing association in North America. It is a professional association for individuals involved in the practice, teaching and study of marketing worldwide. It is also the source that marketers turn to every day to deepen their marketing expertise, elevate their careers, and, ultimately, achieve better results. American Marketing Association members are connected to a network of experienced marketers nearly 40,000 strong.

For more information on the American Marketing Association or Mplanet 2009, please visit www.MarketingPower.com.

“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.

Stephanie Diamond, president of Digital Media Works, Inc., opened the Digital Marketing Lab. Discussing the importance of storytelling across multiple platforms, Diamond set the stage for the subsequent sessions that reviewed new methods for directly engaging customers and businesses when and where they want.

“Pick your tactics last,” counseled Diamond. “Start with your story and develop your strategy before launching any tactics.”

“There is no single formula when it comes to digital, the best thing you can do is question everything,” said presenter Julie Fleischer, vice president/group director of account planning and innovations with DIGITAS. Fleischer provided additional thoughts on the evolving art of marketing:

* Start thinking about digital marketing as a way to give consumers’ what they need and deliver it where they want it, whether on Facebook, Twitter, Second Life or through other digital media.
* Consider platforms beyond common digital and social media. Explore virtual worlds and gaming, digital advertising, and mobile marketing as targeted extensions to a campaign.
* Digital is still evolving, so what worked for one company or organization may not be exactly right for another.
* Stop thinking about marketing as filling the gaps of that traditional media puts out to consumers. Become the content with your digital marketing, whether with podcasts or videos on YouTube or elsewhere.

Toby Bloomberg, president of Bloomberg Marketing and blogger of MarketingDiva, also talked about the power of social media and the consumer to shape a brand. We are “returning our relationship with consumer back to the days when people knew their neighborhood merchants,” Bloomberg said, but customer opinions now spread more quickly and with reach beyond the neighborhood. Marketers must keep the powerful opinions of customers top of mind when trying to shape a brand top with social media efforts, she said.

“In today’s environment, digital marketing requires a new mindset that focuses on what’s right for the customer and the brand,” said Dunlap. “Empowered customers give brands greater credibility and reach.’”

Mplanet’s Keynote Speakers

During the next two days, Mplanet speakers – executive leaders from today’s most respected brands – will share new models and tools, research, case studies and best practices with attendees in “podium-free” sessions. Giving the opening address, Dunlap will review possible scenarios on the role of marketing in the organization in the year 2015 and the strategic implications for today’s marketing leaders.

Anne Mulcahy, Chairman and CEO of Xerox, will share her insights and vast experience on one of the most pressing issues that marketers face today: “Getting Heard in a Sea of Information.” Mulcahy will discuss smart technologies that leverage collaboration, automate information transmission and categorize data for getting your message to the right audiences amid the unprecedented volume of information.

RK Krishna Kumar, Chairman of Tata Coffee and Vice Chairman of Tata Tea and Indian Hotels of Tata Sons Ltd, offers his expertise in “Brands Without Borders: The New Marketing Imperative.” Helping to protect and promote the Tata brand in India and across the globe, Kumar will provide an international perspective on lessons learned working across product lines, customers and cultures.

Larry Grisolano, Senior Communications Strategist for the Obama Presidential Campaign, will reveal the “Marketing Story of the Year and What Marketers Can Take Away from It.” Grisolano will discuss his role in directing and supervising a sophisticated opinion research program that drove the groundbreaking success of the Obama Campaign and how marketers can create similar consumer loyalty online for their own brands.

Conference attendees will have even more opportunities to hear from great marketing minds. Other highlighted speakers include:

* John Hayes, CMO, American Express
* Mary Dillon, EVP & Global CMO, McDonald’s
* Stephen Quinn, EVP and CMO, Wal-Mart
* Michael Fasulo, CMO, Sony
* Cammie Dunaway, EVP Sales and Marketing, Nintendo

“Each speaker was specifically chosen because of the knowledge they bring to the marketing industry,” said Dunlap. “Collectively, the ideas and innovation at Mplanet demonstrate the coming age of marketers in this new marketsphere.”

Presentation Information and Interviews

To view a full listing of Mplanet speakers, please visit www.mplanet2009.com and http://www.mplanet2009.com/speakers.shtml. For further information on a session or to request an interview with AMA or a speaker, media may contact Christine Heath at christine.heath@fleishman.com.

About the American Marketing Association

The American Marketing Association is the largest marketing association in North America. It is a professional association for individuals involved in the practice, teaching and study of marketing worldwide. It is also the source that marketers turn to every day to deepen their marketing expertise, elevate their careers, and, ultimately, achieve better results. American Marketing Association members are connected to a network of experienced marketers nearly 40,000 strong.

For more information on the American Marketing Association, please visit www.MarketingPower.com.

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.”

To help marketers navigate the magnitude and pace of change in this new environment, Mplanet 2009 will explore four core themes:

* Brand Building in a Digital World
* Connecting with Empowered Customers
* Marketing Mix in a Fragmented World
* Global Marketing on a Borderless Planet

Speakers from the World’s Best Brands

The marketing event will feature executive leaders from today’s most respected brands. Top CEOs, CMOs and other marketing executives and luminaries will share innovative practices and actionable takeaways in three different types of “podium-free” sessions:

* Perspectives – Trends, knowledge and experiences from C- level leaders and luminaries.
* Forums – Strategic-oriented dialogue on niche topics from leading marketing minds.
* Spotlights – Tools, techniques and takeaways from subject matter experts.

Headlining the marketing event are two keynote speakers. Anne Mulcahy, Chairman and CEO of Xerox will share her insights and vast experience on one of the most pressing issues that marketers face today: “Getting Heard in a Sea of Information.” Mulcahy was recently named the first female CEO of the Year by Chief Executive Magazine.

RK Krishna Kumar, Chairman of Tata Coffee and Vice Chairman of Tata Tea and Indian Hotels of Tata Sons Ltd, will also share his expertise in a keynote address on “Brands Without Borders: The New Marketing Imperative.” In his role helping to protect and promote the Tata brand in India and across the globe, Kumar will provide an international perspective on lessons learned working across product lines, borders and customer segments.

Mplanet attendees will also have the opportunity to hear from today’s best marketing minds. Other highlight speakers include:

* Mary Dillon, EVP & Global CMO, McDonald’s
* John Hayes, CMO, American Express
* Stephen Quinn, EVP and CMO, Wal-Mart
* Michael Fasulo, CMO, Sony
* Cammie Dunaway, EVP Sales and Marketing, Nintendo
* Jon Iwata, SVP Marketing & Communications, IBM
* Michael Mendenhall, SVP and CMO, Hewlett-Packard
* Mark Addicks, SVP and CMO, General Mills
* Julie Fasone-Holder, SVP, Chief Marketing Sales and Reputation Officer, Dow Chemical

“The decision to bring back Mplanet was based entirely on the response we received from the first event. Eighty-two percent of our attendees said they would recommend Mplanet,” said Dennis Dunlap, Chief Executive Officer of the American Marketing Association. “From our keynote speakers to the conference content and our strategic partners, Mplanet 2009 will deliver on American Marketing Association’s commitment to remain a marketing advocate, thought leader and resource for marketing professionals.”

Registration

To register for Mplanet, please visit www.mplanet2009.com or by phone at 800-AMA-1150.

About the American Marketing Association

The American Marketing Association is the largest marketing association in North America. It is a professional association for individuals and organizations involved in the practice, teaching and study of marketing worldwide. It is also the source that marketers turn to every day to deepen their marketing expertise, elevate their careers, and, ultimately, achieve better results. American Marketing Association members are connected to a network of experienced marketers nearly 25,000 strong.

American Marketing Association offers highly acclaimed Training Series, professional conferences and Hot Topic events focused on the immediate needs of marketers, as well as trends shaping the future. American Marketing Association’s website, MarketingPower.com, is the everyday connection to marketing information, articles, case studies, best practices and a robust job board. Additionally, the American Marketing Association is the source for the field’s top magazines and journals, including Marketing News.

For more information, visit our website at www.marketingpower.com.