American Express CMO John Hayes: Marketers Win By Interpreting Change

amex cmo

When American Express CMO John Hayes entered advertising 37 years ago, media plans were simple, he says: TV, print, radio. Today, TV ads carry calls to tweet and technology keeps accelerating. How to survive as a marketer? Stay with the fundamentals, especially the ability to interpret change.

Hayes gave a keynote address at the 4A’s Transformation conference today — the annual gathering of the American Association of Advertising Agencies.

Advertising is ”about the creation of demand and desire to ignite growth,” Hayes told the audience, fundamentals with two common denominators to drive growth: creativity and interpretation.

Agencies, he said, often overlook the importance of interpretation focusing instead on creativity. So for his address, he focused on examples of how changes to driving habits and the American family could be interpreted by agencies to anticipate how to lead their clients into the future.

That also means not getting lost in data or the technology itself but looking where change is heading.

“Too often we tend to think of change in a very singular mindset, technology,” he said. “But technology is not the real issues, not the root cause. It’s an effect, for sure… [but] the real driver of societal change is society itself, not your smartphone.”

“I love it when one of my agency partners tells me I’m wrong…. it tells me they’re thinking about our business.”

Below is a live blog of his talk.

Related Topics: Channel: Strategy | Features & Analysis | Live Blogging


About The Author: is Founding Editor of Marketing Land. He’s a widely cited authority on search marketing and internet marketing issues, who has covered the space since 1996. Danny also serves as Chief Content Officer for Third Door Media, which publishes Search Engine Land and produces the SMX: Search Marketing Expo conference series. He has a personal blog called Daggle (and keeps his disclosures page there). He can be found on Facebook, Google + and microblogs on Twitter as @dannysullivan.

Connect with the author via: Email | Twitter | Google+ | LinkedIn

Marketing Day:

Get the top marketing stories daily!  


Other ways to share:

Read before commenting! We welcome constructive comments and allow any that meet our common sense criteria. This means being respectful and polite to others. It means providing helpful information that contributes to a story or discussion. It means leaving links only that substantially add further to a discussion. Comments using foul language, being disrespectful to others or otherwise violating what we believe are common sense standards of discussion will be deleted. You can read more about our comments policy here.
  • Schight1982

    Throughout the 1981, Nike’s market share had reached – 50%, ahead of Adidas and a number of companies, Knight little into the “Forbes” Celebrity Edition, as one of the richest 300 people.This creates less pressure points, meaning that tossing and turning will no longer Air Jordan Retro 7 be an issue.The mobs in this map are different compared to the mobs in the mainland map and most the mobs in the first map.Just recently, ADI, Cirrus Logic, Europe won and put out and integrated the characteristic walkie voice coding/decoding products of every home one after another too.If I had been wearing the proper sportbike riding pants, I probably wouldn’t have injured that leg at all.

    La Honda Historical SocietyYou have to go to supermarkets that sell Pepsi and SoBe Lifewater to get a pair for free.You have a brief amount of time on the telephone to catch and engage your prospect.” Building a diverse network is a crucial step in leaders being able to build a strong business and personal life.The uniquelyThis particular design includes a cheap Nike free huarache cost due to it higher technologies as well as shops tend to be rarely in order to share this particular footwear.Most people when they are trying to take a deliberate deep breath can take in much more air, even as a beginner, somewhere upwards of about 2.

    Or even Nike is a person’s international famous brand, the company continuing do not break the step to improve their designer goods.The key component, however,MLB Hats still seems to be Anthony’s alertness to assurance an addendum with the Nets, and according to ESPN’s Chris Broussard, that’s still an unknown.It was like discovering some secret code the grownups used.What Nike produced for innovative string can certainly create a direction of teenages for top online players throughout NBA nowadays.We have a very small position in the stock, but would load up the boat or back up the truck beginning under $90.

    PullSantorum: We clean not to mention scoured; there isn’t any real surprisesThu 12 Twenty nine, 11 Twelve month period:Fifty-one Pm EST2012 GOP customer Trent Santorum: gone through that prior to when.walking is probably one of your best options in .The attention balancing act.These are all associated with a wealthy country, but do not create wealth, they consume wealth.Hobbies and Interests: Football, for one.Since no one actually does a search for Untitled Document when looking for real information, we can be sure these 83 million pages get little or no traffic from search engines.The same layout proceeds the insole model of atmosphere, out of football, the actual black mamba reptile, plus Bryant’s hat multitude “24″ gathered to create a block of your Far eastern close and even expressed passion for golf ball, Kobe Dez bryant along with his such as African american Mamba assault ordinarily complete instantly.

    The final problem that FXPRIMUS is able to resolve is when traders are able to only have a 4 decimal point price feed.And right from its daybreak, this very idea of e-gifting has ruled the sphere of gifting.Die neuen Tennisschuhe sind spitze.All make great steel toe shoes.The question is, will Hob satisfy all of these assumptions?One of my favorite shots in the movie comes at that moment, when we see the soldiers in foreground fixing their bayonets as the camera tracks past them.The I can essentially a question taking place in an amoral space.louis vuitton speedy 25The main standout of the shoe is that it has great support, thanks to outsole flex-grooves, which allows the shoe to have excellent multidirectional movement and flexibility.

    They can post status updates in JomSocial to Twitter with the Twitter App for JomSocial.A trendy ad makes people feel youthful.Under Armor does exhibit quite good margins.I would imagine their parents we pretty upset about these guys dropping their Harvard education flat.He is one leader who I see as truly being bold.You simply would not order a black and tan TM drink anywhere on the island.Chicago Bulls executive vice president Steve Shanwald tells me, “Just that alone has enabled us to sell 5 thousand new full Air Jordan Retro 8 season tickets, just on speculation alone.I have designed this unique device which will allow you to obtain a mass amount of followers in a limited amount of time.

    Related Articles:

Get Our News, Everywhere!

Daily Email:

Follow Marketing Land on Twitter @marketingland Like Marketing Land on Facebook Follow Marketing Land on Google+ Subscribe to Our Feed! Join our LinkedIn Group Check out our Tumblr! See us on Pinterest


Click to watch SMX conference video

Join us at one of our SMX or MarTech events:

United States


Australia & China

Learn more about: SMX | MarTech

Free Daily Marketing News!

Marketing Day is a once-per-day newsletter update - sign up below and get the news delivered to you!