Press / ANA Meeting Takeaway: Social Is Now a Core Driver of Strategy
October 18, 2013 · Ad Age
ANA Meeting Takeaway: Social Is Now a Core Driver of Strategy
The article recaps takeaways from the 2013 Association of National Advertisers annual meeting, reporting that major brands are increasingly treating social media as a core strategic driver rather than a standalone tactical channel. It cites campaigns from Google, Pepsi, Coca-Cola, and Chrysler as evidence, and outlines several shifts reshaping industry practice, including CMOs taking direct ownership of social strategy and success being measured by sales and brand perception rather than engagement counts alone.