Bill Duggan ANA
Since 2014, the ANA has surveyed its members to identify the marketing word of the year. The ANA’s Marketing Word of the Year for 2020 is particularly representative of a year marked by the ravages caused throughout the world by the COVID-19 pandemic and social justice issues. This year the winner was “pivot.” As in years past, the ANA staff identifies a list of finalists and then asks members to cast their vote to determine the winner. This year, 279 ANA members participated. In response to the question “Why did you vote for ‘Pivot’ as the ANA 2020 marketing word of the year,” representative responses were: “This year has been about flexibility, and the need to knock down the walls of rigid structure and processes, to quickly move in a direction to solve the needs of the current climate (including COVID and social justice issues), which required everyone to pivot to meet these needs.” “2020 was all about pivoting: marketing strategies, brand messaging, budgets, audiences, campaigns, etc. Whether for COVID or inclusion/equality, this year we saw more pivoting, zigging, and zagging than ever!” “Brands were forced to exercise their agility in a way that had never happened before, and the word ‘pivot’ describes the collective strategy shifts that were necessary in 2020.”
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