A final note from the ANA conference which I have been slagging pretty badly.  This comment is a positive one, from Jim Stengel, P&G Global CMO, and thought provoking about how marketers need to give up control to gain traction in the evolving marketspace that is dominated by online. 

And as a number of speakers at our annual Masters of Marketing conference said, being in touch means giving up control. Engagement is the act of listening, sharing, creating a dialogue. It is not a one way conversation which we control.

Source: ANA Marketing Maestros: A New Way of Thinking: People Versus Consumers