The annual Masters of Marketing conference takes on more of a freewheeling tone as marketers grapple with a range of issues, from media transparency to purpose to the changing CMO role.

The corporate era is rapidly coming to an end. So says the description of a presentation slotted for this year’s Association of National Advertisers annual “Masters of Marketing” conference, which begins Wednesday in Orlando, drawing an estimated 2,900 industry execs to the Rosen Shingle Creek resort over four days. The talk, called “Built to Suck,” by strategic consultant Joseph Jaffe, seems an odd choice for an event that lures marketing execs from some of the biggest corporations in the world.

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