Heard At AANA Reset: Disruption, Outliers, And One-Hit Wonders

From the death of the horizontal video to the myth of virality, this week’s The CMO Show features three marketing heavy hitters, who podcast hosts Mark Jones and JV Douglas spoke to at the recent AANA Reset Conference, in Sydney.

From the death of the horizontal video to the myth of virality, this week’s The CMO Show features three marketing heavy hitters, who podcast hosts Mark Jones and JV Douglas spoke to at the recent AANA Reset Conference, in Sydney.

Here’s a sample of what the trio said marketers need to know in the coming 12 months:

• “If you’re sitting at the top of a tree and you’re waiting to be disrupted, it’s going to come. My advice is you should disrupt while you’re at the top, not while you’re being disrupted.” – David Shing, Digital Prophet, AOL

• “I don’t think that marketers are becoming more bold. I think you have a few examples that have won Cannes Lion. They’re probably outliers. What I can gather, most people are still nervous that the brand shouldn’t be the star because it deters people from engaging.” – Karen Nelson-Field, Ph.D., CEO Media Intelligence Co., and Industry Professor of Media Innovation, University of Adelaide

• “We didn’t want brands to be just focused on creating a one-off hit. We wanted them to be thinking about valuable virality. What is the point of that viral hit? It needs to be part of something bigger. It needs to be part of a bigger story, a bigger idea, part of the bigger business.” – Sarah Wood, Co-Founder and CEO, Unruly

The CMO Show is a podcast about brand storytelling and the future of marketing. To listen to previous episodes, visit the website or follow along on iTunes or SoundCloud.