May the Agentic Force Be With You: What the ANA Masters Inspired Me to Build

Taking heed of another great thinkeramp8217s words amp8211 this time Peter Drucker I decided to act with tomorrowamp8217s logic So I built a Marketing Masters Agent inspired by the keynotes exhibit chats and dinner conversations that made Orlando memorable Hereamp8217s the story and a cheat sheet so you can build yours tooStep 1 Laser focus on what mattersBefore bringing in AI as a trusted copilot it was critical for me to be very clear on what I needed to accomplish and which obstacles stood in my way I specified these three outcomes that would make a difference to my success as a marketing leader in the next three monthsa The balancing act Brand Demand FanlandImagine knowing exactly what content needs to live on exactly which channels and at what investment levels to create a flywheel of profitable growth for your brand That is the holy grail of advertising going from Brand I see it to Demand I want it and to what I like to call Fanland I love it We rely on distinctive memory performance signals and immersive culture to act as one integrated system My goal was to decode that black box often and fastb Link campaign metrics to business metrics dynamicallyWe know that creative doesnamp8217t count until it compounds revenue margin penetration LTV or velocity Speed to signal is the new craft I needed the Agent to provide me the right signals before the rest of the market caught on I knew I had to shorten the path from impression to CFO approvals tag every asset to SKUoffer bake in incrementality and precommit stopscale rules I needed to go beyond CTR and use payback windows cohort lift contribution margin and creative effectiveness I needed the Agent to respond convincingly when I asked it to amp8220show me the moneyamp8221c Experiment with AI positively with guardrailsOne of the scariest lines I heard at the Masters was when Hinssen shared Churchillamp8217s warning amp8220If you donamp8217t take change by the hand it will take you by the throatamp8221 Not one to be intimidated by one of historyamp8217s most notable statesmen Iamp8217m approaching AI experimentation with gusto and a tiny bit of apprehension It was my first rodeo as it will be for many of us Iamp8217m betting that optimism plus good process beats fear and honestly the curve isnamp8217t that steep anymore thereamp8217s an AI answer for almost everything If not speak to an industry expert like I did fellow PampampG Alum Andrew Swinand CEO at ITGamp160who said it best amp8220no talk just build itamp8221So I kept the playbook simple define the job anchor in brand memory wrap in governance and pilot small Eventually I knew I would have to work on AEO answerengine optimization when Agents start shopping for people and bots But today I was going to keep it very simple the amp8220crawlamp8221 versionamp160amp160At the camphouse activation during Masters using Agentic AI to create my personalized Parfum Gift Box Technology by EveryHumanStep 2 Feed your Agent with Masters TakeawaysThe ANA Masters speakers showcased insights from amp8220the fruit is in the rootsamp8221 Pritchard to the brilliance of the 4 Cs craft customer creativity and culture DelhoumeDebreu one inspired by Mother Nature and the other by the elegance of diamonds Metaphors open our imagination to new story structures and dare us to soar higher in our ambitious thinking As I built my Marketing Masters Agent I knew I had some of the richest source of wisdom to feed it an ingenious pool of thought leadership from the industryamp8217s greatest minds So I summarized my notes and used one crisp header to capture the learning and structured it based on my top 3 prioritiesLearning by Top Prioritya Brand Demand FanlandFrom Marc Pritchardamp8217s amp8216the fruit is in the rootsamp8217 to Mathilde DelhoumeDebreuamp8217s diamondcut 4Cs Craft Customer Creativity Culture the Masters offered insights inspired by natureamp8217s fertile soil to its most precious gemMarc Pritchard PampampG amp8220The fruit is in the rootsamp8221 Anchor in product truth and distinctive memory cues no lifecycles brand building and creativity compound across years not quartersMathilde DelhoumeDebreu LVMH Desire endures when Craft Customer Creativity Culture move in concert luxury as a system not a stunt and sometimes to the beat of Daniel CraigTodd Kaplan Kraft Heinz Brand and performance are one plan every shortterm tactic is a dot in a pointillist painting that must shine through into the same picture Seurat would be proudTim Ellis NFL Turn fans into coauthors culture participation hello flag football widens the tent and deepens loveDon McGuire Qualcomm Engineer resonance at passion points so technology crosses into cultureMaggie Schmerin United Act like a startup inside a century brand humanity and consistency rebuild trust flight after flightHernamp225n Tantardini PepsiCo Foods Creativity is an input to the value chain not just a garnish on the campaignYin Woon Rani MilkPEP Donamp8217t rent culture create it relevance followsNichole Robillard Red Lobster The comeback is insideout operations offering and meaning in lockstepActions to take nowList your brandamp8217s three neveralways rulesIdentify one fanmaking participation mechanic youamp8217ll test in the next 30 daysb Link campaign to business fasterSean Summers Mercado Libre An effectiveness obsession data amp215 creativity runs the demand engine with feedback lights always onNorm de Greve GM Rebuild the marketing OS AI accelerates human ingenuity endures over timeKyall Mai Esquire Bank Speed needs guardrails roles workflows escalation the scaffolding of scaleLara Balazs Adobe AI systems should act not just assist personalization with purpose and pizzazzBrian Lesser WPP Media Shift from bursts to worldbuilding measured as creative commerce media message and marketplace compounding togetherActions to take nowMap 3 marketing signals to 3 business outcomes eg attention amp8594 qualified leads amp8594 revenue contributionDefine your weekly amp8220greenyellowredamp8221 thresholdsc Experiment with AI positivelyPeter Hinssen In the Never Normal act proactively treat AI as augmented intelligence not a lottery ticketShelly Palmer Put governance first model pickers permissions AEO answerengine optimization audit trailsMelanie Huet Newell Build a working AI OS insights engine content supply chain amp8594 faster learning loopsNicola Mendelsohn Haley Kalil MetaCreator Cobuild with creators authenticity is a design ignitorBob Liodice ANA Put growth back on top less theater more tractionActions to take nowWrite your 5 AI guardrails privacy provenance parity checks escalation optoutsChoose one highlearning lowrisk experiment to ship this month This Agent could be one of themStep 3 Build the simplest AgentBuilding an agent can be as simple or as complicated as you want it to beamp160 I decided on the simple and quick version Open a new ChatGPT chat Tell it who it is and what amp8220goodamp8221 looks likeName it amp8220You are my Marketing Masters Agent a safe helpful marketing coachamp8221Teach brand memory Treat your Agent like a brand Paste colors logo cues tagline tone product truth and your alwaysnever rulesGive it your priorities Provide your Agent with your 3 priorities mine are outlined as a b and c above Paste all your Speaker notes and Speaker headlines in a b and c so it can tag outputs and cite ideasAssign todayamp8217s job amp8220Find 35 useful items from the last 24 hours that help with a b c For each why it matters one action and a tagamp8221 Your Agent will feed you the latest insights and structure it to your prioritiesAsk for a decisive finish amp8220End with amp82163 Moves Todayamp8217 I can do before close of businessamp8221Run it daily Rename the chat amp8220Marketing Masters Insightamp8221 Now you are focused on shipping the actions and closing the loopThatamp8217s the starter version There are more advanced builds connecting analytics asset libraries and workflow tools adding retrieval scoring rubrics rolebased permissions and audit trails If you want the deeper blueprint governance included reach out Iamp8217m happy to share Nothing is pulling at my throat anymore I feel the guiding hand of my trusted AgentYour Move Take Action NowMost days my Agent surfaces a one branddemandfanland improvement b one shortcycle metric lift and c one safe AI experiment It helps me draft a microtest names the success metric and points to the Master Marketer whose thinking inspired it Pritchard for brand truths Kaplan for oneplan discipline DelhoumeDebreu for immersive culture and Summers for effectiveness obsession Itamp8217s not magic itamp8217s disciplined experimentation on demand Itamp8217s taping into the 3Cs that Hinssen highlighted as the ingredients of a great leader in todayamp8217s AIpowered world curiosity critical thinking and creativityI wanted this article to go beyond the wellintentioned conference recaps inspiring words that make us think but not enough to make us act in the moment Here is my call to action for you Build your Agent Define your 3 mustwins Feed it the Masters Ask for amp82203 Moves Todayamp8221 Then do them Because in the amp8220Never Normalamp8221 mastery isnamp8217t a memory itamp8217s a practice a muscle we need to keep strengthening and pressuretesting Start tomorrow morning Better yet start now Your throat will thank you for itPosted at MediaVillage through the Thought Leadership selfpublishing platformClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillageorgMyersBizNet

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May the Agentic Force Be With You: What the ANA Masters Inspired Me to Build

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