Every year hundreds of the biggest marketers, agency
heads, and all manner of people involved in advertising get together at the
Association of National Advertisers’ annual conference. And every year, they
vote on the best advertiser of that particular year. This year Barack Obama won
with a pretty substantial 36% of the vote, beating out the two runners-up Apple
and Zappos.com. Nike, Coors and Sen. John McCain filled out the bottom of the
vote.
“I honestly look at [Obama's] campaign and I look at it as something
that we can all learn from as marketers,” said Angus Macaulay, VP-Rodale
marketing solutions “To see what he’s done, to be able to create a social
network and do it in a way where it’s created the tools to let people get
engaged very easily. It’s very easy for people to participate.”
Linda Clarizio, president of AOL’s Platform A, said
of Barack Obama, “I think he did a great job of going from a relative unknown
to a household name to being a candidate for president.”
But some people weren’t particularly happy about
getting politics involved in the voting. Mark Kaline, recently appointed global
media director of Kimberly-Clark Corp., said. “Quite frankly, because political
advertising kind of goes against a lot of what ANA stands for, I don’t think it
belongs in the voting. … A lot of political advertising is false and
misleading, and marketers at this conference don’t expect to see that kind of
stuff.”
Here are the results:
Obama 36.1%
Apple 27.3%
Zappos 14.1%
Nike 9.4%
Coors 8.7%
McCain 4.5%
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