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SAN DIEGO Executives from XS Energy Drinks and Method cleaners discussed how companies can apply more strategic thinking to be successful. They shared their insights here yesterday at the American Association of Advertising Agencies’ Account Planning Conference.
David Vanderveen, the strategic development director at XS Energy Drinks, dismissed the role of traditional market research companies and credited his firm’s impressive turnaround on teen outreach and the use of nontraditional distribution channels.
Eric Ryan, co-founder of eco-friendly home-cleaning products provider Method and a former agency planning executive, speaking at a separate session, preached creative market segmentation as a strategy for success.
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