People Obsessed, Future Forward. Diana Haussling leads the way at the 2024 ANA Masters of Marketing Conference

Here’s the hard truth of the AI era: tech is not the only solution to our marketing problems.

But it’s a hot topic for creative conversation for good reason. With new tech, bots and hacks coming out every day, it’s not easy to know where to focus our efforts. Our client partner and industry leader, Diana Haussling, took the stage at the ANA Masters of Marketing Conference, showing us that the secret to building brands, campaigns and companies that stand the test of time isn’t found in buzzwords or tech — it’s found in people. The people who buy products, the people who do the marketing for those brands, and all the people in between. It’s only by becoming PEOPLE OBSESSED that we can create work that resonates and builds brands that stand the test of time.

Key Takeaways

The world of advertising is always changing. We’ve moved away from the days of Mad Men, when the brand voice was the only voice. Now consumers have entered the chat. It’s a complex and fragmented marketing landscape, and we need to be willing to listen and adapt to navigate it.

Staying relevant is simple, but it isn’t easy. It can be tempting to panic and look to tech innovation alone for the answers. Companies can learn from an icon like Colgate-Palmolive. They’ve been in business for 218 years and counting, and their method is clear: stay true to who you are and find new ways to intersect with culture. 

Become people obsessed. They’re still the true north in this business. The people who buy our brands are way more dynamic than a set of marketing statistics. They’re complex, distracted, promiscuous, fascinating…and their needs, wants, and desires are changing by the minute. 

What to avoid: the tech du jour. All the new AI toys are interesting and relevant, but it’s a mistake to use tech just for tech’s sake. What tech innovation gives us is a tool to connect with the thing that’s most important — the heartbeat of our consumers. When we ground our use of technology in business solutions and human impact…that’s when we win.

What to embrace: cultural moments of connection. Authenticity, relevance and timeliness are key to creating campaigns that stick. The trick is to listen. Only by really tuning into the market and hearing what’s real (versus what we want to hear), will lead us to meaningful conversations with consumers.

The team is the secret to getting it done. The people who buy our brands are only half the story. The teams we build to shape the work are also key. Yes, our marketing teams are part of that…but when we look beyond our marketing circle, that’s where we find the folks Diana refers to as her BFFs in business: CFO, HR and legal. These are the people who enable us to move with speed. 

When we design a team with intention, we are channeling the wealth of knowledge, breadth of experience, and bravery needed to build deeply resonant, meaningful brands. Great ideas can come from anywhere — especially when we surround ourselves with different thinking. 

The key to getting results is to be courageous.

We all want results in this business, but you aren’t going get them without putting in the work. Design a team that allows you to move with speed. Create brave spaces. Protect the ideas. Be people obsessed.

We’re obsessed with her point of view and love being part of the crew that brings her people-obsessed approach to life.

Rulynn Hansen is an SVP, Account Director at Arc Worldwide with over 25 years of experience in the agency industry. She has made her mark in brand and commerce marketing for iconic companies, including Colgate-Palmolive. A beloved and impactful business partner and leader, in 2024, she was honored as a Path to Purchase Institute Woman of Excellence.

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Here’s the hard truth of the AI era: tech is not the only solution to our marketing problems.

Key Takeaways