2019 Agenda at a Glance

2019 Agenda at a Glance

Loaded with inspiration, learning and business potential, the Festival agenda packs a punch! 

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  1. Personalisation Stage
    • Hear from Guidebook’s Director of Account Management Stewart Price, who will be sharing insights and learnings from their work with mobile apps for organisations of all shapes and sizes
    • It’s now become the norm that your brand is accessible through mobile tech, offers relevant content as & when user need it, and the demand for highly intuitive and easy-to-use experiences is met
    • We’ll explore how employee engagement can skyrocket when a company app is introduced, and why ‘DIY’ personalisation and customisation is a key factor for users
    • Case study: You’ll also hear about our very own Festival of Marketing app!
  2. Digital Transformation Stage
    • Econsultancy brings its popular webinar series to the Festival stage
    • Neil Perkin curates and interprets the most important innovations in digital that are happening right now and will affect your market in the coming months
    • From GAFA to BAT and everything in between, prepare to be inspired!
  3. MW Strategy & Leadership Stage
    • Bravery is a word often bandied about in the context of marketing leadership, but what does it actually mean?
    • Join marketing leadership expert and Marketing Week columnist, Thomas Barta, as he dissects what makes a ‘brave leader’
    • Hear from Thomas as he analyses why 21st-century marketers must be brave
  4. Realising Your Potential Stage
    • Voted as a 2019 best place to work for LGBTQ equality by Human Rights Campaign (HRC) Foundation in the USA, join Merck’s Vice President, Global Diversity and Inclusion, Celeste Warren, for an inspirational session about what it takes to be a champion for change 
    • Find out why and how creative and inclusive leadership can help secure team productivity and higher levels of engagement 
    • Do your teams reflect your customers? Merck's approach to better serving their patients and interpreting their needs by ensuring the workforce is as diverse as the customer base
    • Ask the tricky questions: Celeste Warren will give you answers to any diversity and inclusion issues you are facing in the workplace, come prepared!   
  5. MW Strategy & Leadership Stage

    The rush to embrace technology and short-termism means marketers are wasting the time they could be spending conceiving and setting strategy.

    This is according to Marketing Week columnist, brand consultant and one of the world’s leading authorities on marketing, Mark Ritson.

    In this session, Mark will reveal his Effectiveness Countdown - the ten essential tests of your strategic approach. You will laugh. You will cry. You will leave. You will become more effective. 

  6. Tech Innovation Lab
    • Debora Koyama, CMO Europe, joins the Festival to share Mondelez’s philosophies on transformation and cultural change internally
    • A big question for a big industry: How can large-scale FMCG’s innovate internally?
    • How can mass personalisation at scale positively affect the customer’s digital journey every time?
    • Hear how Mondelez is driving experimentation and digital transformation
    • As well as a keynote, Debora will also interviewed by Marketing Week in this session
  7. Insight & Marketing Intelligence Stage
    • Hear from Yilmaz Erceyes, Marketing Director at Premier Foods, as he delves into how his team remove the ‘guess-work’ from their marketing by designing an evidence-based sustainable growth plan
    • With many of their brands achieving double-digit growth in 2019, find out how Premier Foods leverage consumer insights and latest research methodologies such as eye-tracking to drive brand growth
    • Yilmaz will share case studies into Mr Kipling and Batchelors to address how the team identified insights to create a strategic innovation programme delivering market beating growth for these brands
    • We will compare ‘test and learn’ models and hear how Premier Foods relied on evidence-based strategies to maximise brand penetration and ROI
    • Leave this session with a better understanding of changing media landscapes and how to make compelling business case to unlock marketing investment with the company board to drive brand building and profitable growth
  8. Effectiveness & Data Stage

    Historically, diamonds have had the legacy issues linked to conflict minerals and 'bad behaviour', a picture far from today’s reality of diamond mining.

    • Learn how De Beers Group and Tracr are establishing a baseline of trust within the industry by ensuring provenance, authenticity and traceability of diamonds, with the use of the Internet of Value and blockchain solutions
    • In today’s socially conscious world, consumers are becoming more aware of how their choices affect the world around them and understanding the authenticity and provenance of diamonds is at the forefront of consumers’ minds. Find out how Tracr meets these needs by enabling a better story to be told and help build a greater degree of trust in the entire industry
    • Find out how De Beers Group and Tracr are working together to guarantee an increase in business efficiency via a common platform, retain value within the industry and unlock strategic value
  9. Content Stage
    • Adrian Farina, SVP Marketing, Europe at Visa explores how organisations can use the platform of sport to tell powerful stories that create engagement and drive engagement on different levels
    • Looking at how Visa is using the platform of football to tell stories that champion acceptance, inclusion and diversity both on and off the pitch
    • Learn how Visa created powerful sporting moments that resonated with the company’s overarching vision: Helping improve lives and economies around the world
  10. Customer Experience Stage
    • All businesses, big and small, will feel the pressures of a setback at some point, whether it’s a communication breakdown or shortages in stock, hindrances will always occur…
    • In succession, Kodak, TSB and KFC will open with their experiences of overcoming situations that have challenged their brand, then take to the stage for a panel discussion
    • We will explore the pitfalls that lead to communication breakdowns and what your priorities should be in those crucial first 60 minutes 
    • See how KFC, TSB and Kodak have built resilient teams internally who are readily prepared pre, during and post setback
    • Learn how realignment can make a brand stronger and how each panellist has amended strategies, stretched across new platforms and rewritten communications in response to mistakes  
  11. Digital Transformation Stage
    • Saul Lopes, Head of CRM, takes us through his learnings from achieving successful digital transformations at Dixons Carphone and Virgin Holidays, and the philosophies behind them
    • Tech-driven transformations can be fantastic, but they’re worthless unless people are leading the charge and follow the journey themselves. Break down departmental barriers to empower your team and create the best version of change
    • “I want to make a difference” – rebalancing workloads to make the ‘millennial mentality’ work for innovation, creativity and eventual change
  12. Tech Innovation Lab
    • By 2050 over 80% of the world’s population will live in urban areas. This unprecedented rapid urbanisation will have a huge impact on us all; find out how to prepare for it
    • Join representatives from City Hall, PayByPhone and Transport Focus for a discussion on what the future holds for brands and consumers in cities
    • Creating the best environment for citizens: Hear how organisations, brands and local authorities exceed limitations and create solutions for ‘smart cities’
    • And until then, what can you do in the meantime? Discover the opportunities for brands in an interconnected urban world, and how to anticipate for future consumer needs
  13. Personalisation Stage
    • How can artificial intelligence be used to create a reliable service and personalised experience in e-commerce? What does the future hold for other retailers in the industry?
    • Disruptive e-tailer Thread on creating a clothes recommendation service that is currently sending over 11.7 million style suggestions every week through extensive use of AI tech
    • Head of Brand, Alex Allcott explores the challenges faced in introducing a personalised service in mass media, and the strategies and tactics to overcome them
  14. Realising Your Potential Stage
    • Engage, inspire and motivate your audiences with public speaking expert, Lisa Wentz
    • Join this 35-minute professional training session to help develop the skillset needed to become a more effective speaker
    • Learn how to find grace while under pressure and present yourself in a public setting
    •  Turn a fear of public speaking into an empowering experience
    •  Find out what 'increasing physical presence' entails
  15. Social & Influencer Marketing Stage
    • Head of Social Content, Emma Martell, reveals how offbeat humour can help you gain viral reach
    • From the award-winning #Avocard to a competition to win a toilet seat, Emma will reveal how to come up with weird ideas and get them approved
    • Why emotionally connecting with your audience doesn’t always have to involve a higher moral purpose
    • Angry people on Twitter: a survival guide
  16. Personalisation Stage
    • Join Neil Kirby of Bupa Global as he takes you through Bupa’s marketing evolution following a customer insights ‘deep dive’
    • Catering for a highly focused yet global audience: a localised approach from London to Dubai
    • Discover how to be personal, yet not exclusive
    • Bupa’s ‘Better’ campaign: Learn how a targeted approach created a 51% uplift in visits to the Bupa Global website
  17. Realising Your Potential Stage
    •  How the Movember campaign harnessed digital platforms and marketing to build a global men’s health movement of 6 million people
    • Lessons learned from extending beyond the annual 'moustache campaign' into alternative fundraising models including suicide prevention and cancer awareness campaigning
    • Hear how partnerships can help amplify brand capabilities as we look at Movember’s relationship with Facebook For Good, brand campaign partners and marketing automation partners
    • Digital transformation’s role in supporting Movember’s ambitious goal to reduce the number of men dying prematurely by 25% before 2030, as the organisation broadens activities in health promotion and service delivery
    • Last but not least, identify best practices for what you can do to create a culture of innovation in your own organisation
  18. Personalisation Stage
    • Group Head of Marketing Automation, Albert Abello Lozano describes how Treatwell moved from having multiple independent channels to a truly consolidated marketing strategy that now serves over 10 million customers across Europe every year
    • Overcoming the challenge of delivering growth to businesses through new and repeat customers, by changing consumer behaviour through demonstrating why online is better than offline
    • A cut above the rest - using data to innovate in line with customer segments, generate the best ROI and identify the most valuable moment to trigger communications
    • Embedding the concept of data and personalisation into the new global business, and how measurement and attribution plays a key role
  19. Digital Transformation Stage
    • Transforming access for NHS and social care professionals from over 400 services in one cohesive user experience
    • Increasing engagement and content effectiveness by combining content thinking and CX
    • NHS Digital handles over 3,000 patient messages a second, learn how they are making the connections more effective
    • Redefining the relationship of better content, greater accessibility, and improved online journeys
  20. Effectiveness & Data Stage
    •  Wowcher, Zalando and Tata Global Beverages share examples of how they have tried, tested and developed measurement strategies fit for purpose
    • Find out how to approach the short, medium and long-term financial impacts of marketing and which methods best contribute to overarching business and brand objectives
    • Hear best practices these brands have put into place for collaborating with partners and synergising the way they measure effectiveness
    • Establish how to better recognise truly high-value customers and turn data into action that drives profitable growth
    • Learn how each panellist has successfully embed a business-wide culture that promotes marketing effectiveness
  21. Insight & Marketing Intelligence Stage
    • By 2020, Gen Z is expected to account for 40% of all customers. Join Benefit Cosmetics, Student.com, Student Universe and BETA as they reveal the most valuable engagement tools for communicating with this fast-paced and rapidly growing demographic
    • From working with influencers to traditional offline tools that just won’t work, we’ll identify marketing tactics that best suit the behavioural characteristics of Gen Z
    • Find out the steps required to naturally infiltrate digital natives who see through sponsored posts and roll their eyes at ‘out of date’ social media platforms 
    • Hear how Benefit are engaging tomorrows customers not by evolving, but by remaining true to their heritage and continuing to dial up their disruptive DNA
    • Where should factors that influence Gen Z’s customer behaviour, such as wider economic factors and cultural preferences, be considered when executing a communications plan by? 
  22. Creative Brand Thinking Stage
    • Bringing creative design thinking to the heart of your organisation
    • The need for a design-first approach within marketing: Why you should become a design leader within your organisation
    • When brand building is a team game: Getting marketing, design, in-house and external creative teams to work towards the same objective - a seamless customer experience
    • Fostering inspiration from local to global: Help teams to amplify with excellence across regions
    • Tough legislations and cultural nuances: When restrictions can boost creativity and help you create a distinct brand voice
  23. Personalisation Stage
    •  Building a ‘tribe’ that’ll stay with you forever – hear from Vodafone, British Gas and Boots on their reward schemes and why they work
    • Giving them what they want - segmenting your audience/customers without risk of alienation
    • The death of classic demographics and the birth of behaviour as the drive behind retaining loyalty
    • The power of word-of-mouth in bringing new business. and rewarding existing customers for bringing new users
  24. Digital Transformation Stage
    • 2 years in the making and covering 12 countries, Head of International Media Management & Transformation Gerhard Louw shares the successes and challenges of leading a global company through transformation into an extraordinary hybrid media model
    • Gerhard explains how to take control and transform the relationship between internal teams and technology partners, and what the future holds for Deutsche Telekom
    • Join this session to find out why human collaboration is one of the most important components during a company-wide transformation
  25. Tech Innovation Lab
    • From AR and IoT, find out how Pernod Ricard is embracing the new tech landscape and encouraging trial and error 
    • Staying ahead of the curve: Are tech’s opportunities for brands limitless? How can they shape the future of your brand? 
    • Fostering collaboration and paving the way for tangible, measurable results: A practical guide 
  26. MW Strategy & Leadership Stage

    Successful marketing leads not follows. Today’s marketers need to have the courage and imagination to create the future, not passively wait for it. 

    Exclusively revealing the findings of new research, Marketing Week columnist and consultant to some of the world’s leading brands Helen Edwards will reveal the five innovation techniques to embrace, as well as the habits to break, to be more effective. The session will lay bare the risks, and detail rewards, of taking tomorrow into your own hands.

  27. Creative Brand Thinking Stage
    • Toby Horry, Brand and Content Director at TUI.com, pinpoints where marketing careers could benefit from spanning across both agency and client-side
    •  How can agencies better help their clients? From building arguments for an FD rather than a CMO to understanding why media and creative agency alignment is more important than ever
    •  Discover how clients can help agencies understand their business, and ways you can spend more time on the actual brief than the politics and finances
    • Blurred lines - as more clients are taking what were traditionally 'agency tasks’ in-house, how do you make sure you’re getting it right and how as an agency should you respond?
  28. Customer Experience Stage
    • Gav Thompson, Chief Customer Officer at Boden and the founder of giffgaff, joins the Festival to share learnings from his time at O2, Paddy Power, giffgaff and Boden, supporting the idea that great customer insight should be led by instinct, intuition, and empathy, which is then backed up by data and testing
    • Gav will be sharing examples of how he’s successfully combined customer insight with instinct (and a little bit of data) and how this led to joyful customer experiences and a bucket load of fans
    • In line with this year’s theme of ‘what’s next’ we will uncover skills required of the future marketer, looking specifically at how to understand and learn from data but not at the expense of empathising with your customers
    • Find out why Boden have moved away from the traditional CMO role and evolved into a CCO structure, with customers and customer experience at the heart of the business
  29. Tech Innovation Lab
    •  Hear exclusive examples from Diageo’s Head of Tech and Digital Innovation Benjamin Lickfett, from the multinational company’s innovation philosophy
    • How can companies effectively innovate? Does the answer lie in-house? Learn how you can build a great innovation culture and enable your brand to innovate
    • Relevant to brands of all sizes, this session is packed with practical advice on how to drive innovation in measurable ways and champion positive change for your brand strategies
  30. Social & Influencer Marketing Stage
    • Insights from The Female Lead’s in-depth study into how strong, visible female role models can be harnessed in positive ways to motivate younger generations
    • The extent to which having role models on social media can influence identity and aspiration of young people 
    • A look into where positive role model reinforcement is lacking from brands, and areas to focus on as we move forward
  31. Personalisation Stage
    • How data & personalisation are fuelling growth at GSK - hear from EMEA Media Director Jerry Daykin and EMEA Regional Digital Commerce Director Louise Kristensen on their experiences in optimising data-driven marketing for their customers
    • Unlocking the value of data through shaping an activation strategy both on and offline
    • Personalisation can be one of the most difficult issues for large-scale companies to deal with, especially when faced with seemingly endless amounts of data. Learn when the appropriate and inappropriate times are to personalise
    • The importance of the consumer journey – how to utilise your data to create the best consumer experience with your brand
  32. Insight & Marketing Intelligence Stage
    • CMO Matt Barwell reveals the challenges of staying ahead of Britvic’s consumer trends whilst maintaining an 80-year-old company heritage
    • Behavioural and buying trends are constantly shifting - how can your consumers impact your company growth?
    •  Learn how an entrenched company purpose can positively impact not just its own growth but ultimately customers’ purchasing behaviour and lifestyle
  33. Realising Your Potential Stage
    • Learn about the key drivers for business success from a founding marketer of Europe's fastest growing company, Deliveroo
    • Apply learnings such as developing a niche and nailing your value proposition to your personal and professional life in order to grow at pace and scale
    •  We will look at how applying our own unicorn-horn, our "growth-mindset", to our personal selves can be the most powerful tool we have in creating the space to thrive
    • Take time for self-reflection and come away with tangible takeaways including a snapshot of your goals and the key value you add to drive your own development forwards
    • Revisit learnings from the Festival of Marketing to create a clear list of achievable actions to make your time at the conference count
  34. Realising Your Potential Stage
    • Find out how you can develop scalable ways to build diversity within your organisation 
    • Discover meaningful strategies each panellist has implemented to engage with and grow a high-performing workplace 
    • How you can move the conversation forward in your business, diversifying your talent acquisition and improving retention
    • Hear from senior executives about the challenges they have faced with workplace diversity
  35. Content Stage
    • JBL's Head of Marketing Simona Bara shares her how-to guide for creating localised content for a large global audience, with the award-winning JBL Fright Club campaign
    • How to translate brand values into new markets without losing your original purpose
    • Getting the right combination of global messaging and localised ideas, without getting lost in translation
    • Staying ahead of fast-consuming, millennial-driven customer trends in different countries
  36. Customer Experience Stage
    • Monika Schulze, Global Head of Customer Experience at Zurich, will explore how the company successfully implemented a new customer-centric business model, starting with their employees!
    • An inside look at Zurich’s ‘From employees to customers’ programme and how this is set to impact the future development of the brand
    • Unpick the latest CX trends and unravel best practices for convincing leadership teams of the ROI value in a positive customer experience 
    • Confidence between the brand and their customers is essential, learn how you can utilise channels and internal programs to reinforce this message in your organisation  
  37. Content Stage
    • Keeping your content relevant in today’s fast-paced digital world
    • How much content is enough content? 
    • Driving growth through online community 
    • Marketing to millennials and how things are changing
    • Measuring success of a digital campaign
  38. Tech Innovation Lab
    • How Beamly structure themselves to embrace innovation and customer-centricity
    • Effectively using data to help understand the unmet consumer need better
    • Using technology to improve the retail experience of their brands, rather than replacing it
  39. Insight & Marketing Intelligence Stage
    • Understand the current state of the sharing economy with Zipcar, OLIO, Toy Box Club and The Collective offering cheaper, simpler and more personalised services
    • Case studies for streamlining your processes to reduce costs and increase efficiency 
    • Adapting in line with changing business landscapes: How can your brand embrace the changes that could be coming to your sector? 
    • Why legislation is a challenge, not a barrier to collaborative consumption 
    • Looking ahead at how technology will continue to facilitate the sharing of resources
  40. Creative Brand Thinking Stage
    • Does your creative work for you? Identifying the right time to reassess your partnerships and develop the model that works best for your brand
    • Listen to Shell’s Carolyn McKeever, Global Head of Downstream Marketing Communications, taking us through Shell's transformational journey and the behind the scenes decision making process    
    • Change needs to come from within: Empowering global and local teams by boosting initiative and creative output
  41. Social & Influencer Marketing Stage
    • Join The Roald Dahl Story Company as they journey through three approaches to transporting your traditional brand into the modern world 
    • Find out how they are delivering contemporary PR campaigns featuring beloved heritage characters
    • Learn strategies for developing innovative partnerships as a means of reaching new audiences
    • See how The Roald Dahl Story Company are evolving their stories through in-house digital content development
  42. MW Strategy & Leadership Stage

    Several new jobs have been created and filled by marketers in recent years. We have seen the rise of roles such as the Chief Customer Officer, Chief Experience Officer and Chief Purpose Officer, but does this reflect the changing nature of marketing or simply a lack of faith in the influence of marketing? During this panel we will be exploring this question, hearing from C-level executives across these divisions to see how their roles differ and what the future of the CMO might look like...

  43. Content Stage
    • Learn from brands who face the challenge of marketing ‘taboo’ products yet have found creative and effective ways to shape their messaging despite societal and marketing limitations
    • How can you choose the right tone of voice and language for your brand? Find out how to work around restriction challenges by finding the best channels for your content
    •  Compare regulatory differences across the world and how restrictions are evolving in the UK
    • Looking ahead – what’s on the horizon for ‘taboo’ products? Will societal suppositions ever change?
  44. Realising Your Potential Stage
    • Learn how to respond to and take ownership of the events in your life that feel out of your control
    • Develop a practical set of internal tools to create a happier, more productive self
    • Why activities like community sports can have a huge impact on your wellbeing
  45. Creative Brand Thinking Stage
    • Learn how small organisations can be more dynamic and agile than larger brands  
    • From finding your brand voice to owning every part of the creative process, learn what these disruptors are doing to shake up the industry
    • Make a big impact on a small budget 
    • Drive innovation in the industry, with great speed and creativity
  46. Content Stage
    • Great content marketing doesn’t have to come with a huge price tag. Hear from successful brands who have cut through the noise and engaged customers effectively, without breaking the bank
    • Create a loyal brand following with a great content marketing strategy and learn how to build your tribe with a ‘less is more’ mentality
    • How the power of social media builds loyalty and leads to growth. Discover how to make social work to your brand’s advantage
  47. Effectiveness & Data Stage
    • Richard Kenyon, Director of Marketing, Communications & Community at Everton Football Club shares case studies of work that has contributed to record growth in attendances, memberships, season tickets and the largest waiting list for tickets in the Club’s history.
    • Richard will share insights into how the Club uses data, CRM and software together with face-to-face engagement to build loyalty with existing and new fans.
    • He will explain the Club’s values and explain its positioning as ‘the People’s Club’ and how this can help Everton achieve its ambitious growth plans.

Festival of Marketing

10 - 11 October 2019 

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