STAGE 1: EFFECTIVENESS IN ACTION: MAKE FRACKING COOL WITH GEN Z
Rob Mayhew takes a fun look at the pitching process
Speaker(s)
Rob Mayhew, Creative Director & TikTok Creator
STAGE 1: EFFECTIVENESS IN ACTION: THROUGH THE LENS: WHAT IS TAKES TO BE A CREATIVE MARKETER
Creativity is said to be a key factor in driving business success, particularly in uncertain times. But what does it mean to be creative and why is this important in the modern marketing landscape? Join award-winning photographer and agency owner, Rankin Founder and a panel of alongside a panel of senior marketers.
What you expect to learn:
- How to use creativity to serve customers and company
- What creativity means to industry trailblazers and how they harness it
Speaker(s)
Rankin, Photographer, Publisher and Film Director
Rankin Creative
Kenyatte Nelson, Chief Membership & Customer Officer
Co-op
Ellie Norman, Chief Communications Officer, Manchester United
Gill Huber, Managing Partner, Oystercatchers
STAGE 1: EFFECTIVENESS IN ACTION: HOW GUINNESS BECAME THE UK'S FAVOURITE PINT
Guinness is on a roll with volume and value sales on the up. It even laid claim to being the UK’s most popular brand in the on-trade earlier this year. But how did the brand become so successful? Join two of the key architects behind its success as they explain how distinctive assets, category entry points, insight and creativity have combined to help drive its growth.
What you expect to learn:
- How to drive growth through distinctive assets
- How to leverage category entry points
- How to set clear objectives, taking into consideration past brand experiences
Speaker(s)
Neil Shah, Head of Guinness. GB, Diageo
Nicholas Hulley, Chief Creative Officer, AMV BBDO
STAGE 3: SETTING THE AGENDA: THE ROUTE TO MORE PRODUCTIVE TEAMS? ANALYSING THE 4-DAY WORK WEEK AND BEYOND
If there is one legacy of Covid, it’s the way we work and where. Progressive companies are looking for ways they can improve employee wellbeing and work-life balance. From the potential of a 4-day work week to cutting-edge wellness initiatives, join this panel to discover how you can cultivate a thriving, sustainable workforce that drives success.
What you expect to learn:
- The most effective ways of working for your business/team
- What the future of work will look like
Speaker(s)
Paul David, Co-Founder & CEO, Literal Humans
STAGE 3: SETTING THE AGENDA: BEYOND BUZZWORDS: HOW PRIORITIZING DEI DRIVES COMMERCIAL SUCCESS
Creating the conditions to ensure teams have diversity of thought and experience, and a more inclusive approach that attracts and retains talent can foster employee loyalty, and boost financial performance, so why aren’t more companies acting? Join us as this panel of experts in the field explain how to put DEI at the centre of your business and brand strategy.
What you expect to learn:
- What it means to be truly inclusive
- The commercial benefits of being more inclusive
- What strategies can be put in place to drive inclusivity
Speaker(s)
Ali Hanan, Founder & CEO, Creative Equals
Efrain Ayala, Global Director of Creativity and Diversity & Inclusion, Rekitt
Richard Robinson, Managing Director, Xeim Engage
Shani Dhanda, Disability Inclusion & Accessibility Specialist, Social Entrepreneur and Broadcaster
STAGE 3: SETTING THE AGENDA: CAN SUSTAINABILITY BE A GROWTH DRIVER? HOW TO DO THE RIGHT THING FOR BUSINESS AND SOCIETY
Almost all (97%) of consumers say they want to be more sustainable, but only 13% are actively changing their behaviour, according to research from Kantar. Consumers want to lead a more sustainable lifestyle but how can brands make it easy, and in a profitable way? Join this panel as we discuss how brands can satisfy intent and grow business.
What you expect to learn:
- How can brands take advantage of customer intent without greenwashing
- How to put sustainability at the centre of the business
- How taking more environmental responsibility is fatiguing consumers
Speaker(s)
Tara Chandra, Co-Founder, Here We Flo
STAGE 3: SETTING THE AGENDA: CARE IN A COMMUNITY – EXPLORING THE RISE OF MARKETING COMMUNITIES AND WHY IT MATTERS
The number and popularity of communities is rising as people crave more meaningful connections post-pandemic. Join this panel to explore the reasons marketers are turning to communities for guidance, advice, and support, plus, how communities can benefit brands.
What you expect to learn:
- A contextual understanding of why marketing communities are on the up
- How brands can take advantage of community growth
- How communities can build brand loyalty and create valuable feedback
Speaker(s)
Joe Glover, Co-Founder, The Marketing Meetup
Areej AbuAli, Founder, Women in Tech SEO
Claire Ferreira, Founder & CMO, Mums in Marketing
MASTERCLASS: FROM BRAINSTORM TO BRILLIANCE: UNLOCK THE SECRETS OF CREATING COMPELLING SHORT-FORM VIDEO
"Get ready to roll up your sleeves and dive into the world of short form video with renowned content & TikTok creator Rob Mayhew in this practical and hands-on masterclass. With his extensive experience advising Fortune 500 companies, you will expect to learn:
- How to brainstorm creative video ideas
- Overcome your fears of getting in front of the camera
- Capture the attention of your viewers"
Speaker(s)
Rob Mayhew, Creative Director & TikTok Creator
STAGE 2: NAVIGATING TRENDS: CONSUMER-DRIVEN DISRUPTION
How to spot it, ride it, and embrace it to drive growth
Soaring growth often starts in the fringes, with marginal behaviours and ways of life that take off, go mainstream and propel new categories, new innovations, and new routes to market.
Based on original, cross-cultural, quantitative, and qualitative research, Helen reveals insights into spotting consumer-driven disruption before it happens – and shows how to get ahead of the curve and find new ways to grow with it.
What you can expect to learn:
Today’s margins are tomorrow’s pot of gold. The margins can be read, understood, and seized as a springboard for growth. This talk will show you how.
• The eight steps to assessing the mainstream potential of marginal behaviours
• Why it’s vital to ask the question ‘What is this behaviour telling us?’
• The entrepreneurs who are already achieving breakthrough growth from consumer-driven disruption
• The M2M Scale – and why it could become the key growth tool in your marketing locker
Speaker(s)
Helen Edwards, Director & Columnist, Passionbrand & Marketing Week
STAGE 2: NAVIGATING TRENDS: RIDING THE ECONOMIC WAVE
The Trends Shaping the business landscape and how marketers can stay ahead
As the latest economic turmoil to beset UK PLC begins to ease, it’s essential to look forward and prepare for what’s next. Join respected economist, author & professor at London Business School, Linda Yueh as she delivers invaluable insight into the underlying trends that will impact your business and brand. Yueh's expert analysis will provide you with the confidence you need to face the future.
What you expect to learn:
- Forecasts on the health of the economy
- Emerging global growth opportunities
- What marketers can do to prepare
Speaker(s)
Linda Yueh, Economist, Oxford University and London Business School
STAGE 4: DELIVERING FOR CUSTOMERS: IGNITING SALES, LOYALTY, AND ENGAGEMENT: WICKES' JOURNEY WITH AI & SEGMENTATION
Wickes won the Grand Prix at the Marketing Week Awards last year for an AI powered project that boosted sales for the DIY retailer. Three years on, the brand’s chief marketing & digital officer Gary Kibble will explain how Wickes’ marketing team gained support from the wider business to overhaul its segmentation project, and by using a burgeoning technology.
Speaker(s)
Gary Kibble, Chief Digital and Marketing Officer, Wickes
STAGE 4: DELIVERING FOR CUSTOMERS: A DATA-DRIVEN DELIGHT: UNLOCKING MARKETING EFFECTIVENESS AT DOMINO’S
Using data to inform decisions, deliver better customer outcomes and sales is easier said than done. Domino's Pizza uses data to inform every marketing decision and drive customer centricity and delivery. Learn how its app-first strategy and acquisition program led to over 15% increase in online orders versus last year and how it used data to drive its award-winning 'Yodelling' & 'Castaway' ads.
This session will...
- Share insights into Domino's qualitative and quantitative research methods for understanding customer occasions.
- Demonstrate the efficiency of their new occasional segmentation strategy for campaigns.
- Explore how Domino's is promoting exceptional value to customers amidst the cost-of-living crisis.
- Illustrate their value marketing approach and the emphasis on product quality.
Speaker(s)
Sarah Barron, CMO, Domino's
STAGE 5: EXCELLENCE IN B2B: SCALING UP IN B2B: THE STATE OF B2B MARKETING
The B2B Institute’s Weinberg and Lombardo offer their unique perspective on B2B matters. Received wisdom will be challenged and fresh perspectives delivered.
Speaker(s)
Jon Lombardo, Global Head of Research, B2B Institute, Linkedin
Peter Weinberg, Global Head of Development, LinkedIn
STAGE 5: EXCELLENCE IN B2B: SCALING UP IN B2B: HOW TO GROW YOUR MARKETING TEAM AND ITS INFLUENCE
Building out your marketing function from a team of 1 in a company of 300 people in 2014, to a global team supporting a 12,000+ person business across nearly 100 offices worldwide is no mean feat in any business. In B2B even more so. In this session Apex Group’s top marketer explains how to change the perception of marketing to get a place at the 'top table'.
Learn how to:
• Scale up from experiences in a particularly tough marketing field.
• Ensure marketing's voice is heard at the top levels of your company.
• Maintain and encourage growth for you and your team to ensure you are ‘future-ready’!