Overheard at ANA Masters of Marketing: ‘Reconceive consumers as activists’

The Drum’s US editorial team is on the ground at the ANA Masters of Marketing conference this week in Orlando, Florida. Here are some of the real-time insights we’re hearing from industry heavyweights. 
Mic Zavarella, vice-president of marketing, PepsiCo
We have more data than we’ve ever had in the past – but in a lot of ways that makes it even more difficult, because you’re talking about consumers with an expectation. They expect personalization; the