The best of Marketing Week at the Festival of Marketing

From 10 years of Mark Ritson to case studies in effectiveness, the Marketoonist on employing humour in ads to the inside track on Tesco and Patagonia’s brand strategy, here are some of the highlights of Marketing Week at the Festival of Marketing.

The Festival of Marketing is back next week. Despite different formats and a set-up to suit the online environment, it’s still about the best minds in marketing talking about highly relevant subjects that will hopefully equip you with insight that enables you to do better in your job. It’s all brought to you with the authority of the most trusted brands in marketing and creativity, including Marketing Week, Econsultancy and Creative Review.

There are lots of brilliant sessions over five days. Selfishly, here I focus on some of the sessions that bring the best of Marketing Week to life.

Exclusives from our columnists

To celebrate his 10th anniversary at Marketing Week, Mark Ritson will be taken to task by key figures on the subject of some of his most significant columns.

Elsewhere, Helen Edwards will present an alternative to behavioural science as a means of understanding customers. Tom Fishburne, AKA The Marketoonist, will deliver a guide to using humour in advertising, while economist Dr Grace Kite will pinpoint three trends that will shape your 2021.

The secrets behind Marketing Week’s award winners

We talk to two key members of the leadership team at our Brand of the Year winner, Tesco – UK CEO Jason Tarry and group chief customer officer Alessandra Bellini  – about the brand and the business strategy that has underpinned its recovery.

The partnership between ITV and its agency Uncommon, the duo behind Grand Prix winner ‘Britain Get Talking’, will be explored in a session featuring ITV CMO Rufus Radcliffe and Uncommon founder Nils Leonard.

We will also get under the under the bonnet of some of the stand-out winners at the recent Masters awards in a series of Marketing Masterclasses – useful snapshots of marketing effectiveness featuring BT Sport, Wunderman Thomson, The British Army, Karmarama, Nationwide, VCCP, Essity and AMV BBDO.

Strategy and leadership in 2021

Marketing Week is behind the fourth day, which brings to life many of our key editorial themes. Highlights include Mastercard CMO Raja Rajamannar on planning forward amid uncertainty and the inside track on brand strategy behind one of the world’s most admired brands, Patagonia, delivered by European marketing director Alex Weller.

Elsewhere, General Mills CMO Ivan Pollard and L’Oreal chief digital officer Lumomira Rochet will help determine whether there is such a thing as the future marketer.

Helping to attract the next generation of marketers

As part of Marketing Week’s ongoing partnership with the School of Marketing, we have facilitated a week-long mentoring programme for young people aged 15 to 21 who are considering a career in marketing. Mentors include KFC’s head of advertising Kate Wall, Saatchi and Saatchi CEO Magnus Djaba and Direct Line’s managing director for marketing and digital, Mark Evans.

For the full agenda and to buy a ticket, go to www.festivalofmarketing.

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