2020 Agenda at a Glance

2020 Agenda at a Glance

Loaded with inspiration, learning and business potential, the 2020 Festival agenda will pack a punch! 

Get a taste for what the 2020 agenda is all about

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  1. Content Stage
    • It’s no secret that the modern day consumer increasingly prefers to buy products from brands and businesses which align with their own values and beliefs, with a recent study by Accenture revealing that 53% of UK consumers are ditching goods and services which don’t stand for their personal shared purpose.
    • Join Helen Warren-Piper, General Manager at Mars Petcare UK as she delves into how Mars Petcare strives to be a purpose driven business inspired to create a Better World for Pets in every choice made, every product created, and every service provided.
    • Helen will explore how you can, and should, ensure that the purpose of your business and brands is the right one, which will attract the people and consumers you want. 
    • Drawing on case studies from her whole career Helen will explain how businesses come to find the right purpose for them, including how Mars Petcare made the decision to fight for a Better World for Pets. 
    • Leave this session with a better understanding of the changing consumer mindset and how to drive the right purpose forward.
  2. Customer Experience Stage
    • This session will cover the need for Customer Journey Mapping, and how to develop effective customer journey maps.
    • Drawn from Econsultancy’s industry-leading reports, this session will examine the state of Customer Journey Mapping (CJM) and offer guidance for marketers on how to plan and implement CJM.
    • Learn what role segmentation and personas play in CJM.
  3. Marketing Effectiveness Stage
    •  This session will bring LIDL, TSB, Paddy Power Betfair and Direct Line Group together to discuss their marketing effectiveness strategies and practices. Learn about the habits that marketers should adopt and those they should avoid altogether. 
    •  How data can inform and improve creativity and effectiveness, by directing marketing teams to the most useful insights. 
    •  Econometrics – used for long-term of short-term measurement? Hear what has and hasn’t worked for LIDL, TSB, Paddy Power Betfair and Direct Line Group. 
    •  Explore the best balance of data use for future-planning. With data only enabling us to look back and predict, does this decrease the effectiveness and usefulness of data?
  4. Data & Insight Stage
    Emotional intelligence is the ability to understand and manage emotions, including those of others around you – a vital skill that can be harnessed to focus on customers and build long-term loyalty. 
    • The capability to influence your customers’ behaviour by taking them on an emotional journey lies at the very heart of marketing.
    • Learn how to combine data, creativity and emotional intelligence to build true insights about your customers and nurture relationships that last.
    • How to leverage emotional intelligence as a driver of strategy and identify it as a monetizable asset with economic benefit that can contribute to improved brand performance.
    • Find out how to embed emotional understanding into relationships that go beyond data intelligence.
    • Tools and insights that are applicable to all business sizes and sectors. 
  5. Content Stage
    • In this session, find out how to create and distribute valuable, relevant and consistent content to attract a clearly defined audience.
    • Find out the best platform to be using for your target audiences and learn top tips for creating quality content for each.
    • Building sustainable trust in current and new audiences across the globe.
    • Achieving big things on a small budget with cost-effective content.
  6. Social & Influencer Marketing Stage
    • Rupert Bedell will share his five lessons on how social media tools can be used to maximise B2B lead generation.
    • Test methodologies on social media - what worked and what didn’t, and how to adjust your methods quickly and efficiently.
    • How you can generate a significant acceleration of leads through Facebook and other social media platforms.
    • Learn about the value of bringing content to the marketing and sales journey.
  7. Content Stage

    • Essity’s Martina Poulopati-Gerhard shares how a mainstream brand can use its scale to lead change in a category stuck in the past and a society afraid of women’s bodies.
    • How content can be and has been used to normalise ‘taboo’ topics and empower people way beyond the category, with a ripple effect in the industry and in culture.
    • How living the brand ethos means bringing bravery to work every day, in every decision you make. 

     

     

  8. Marketing Effectiveness Stage
    • Heathrow’s Head of Media Jo Roberts shares her experiences and tips on how to recruit and build an agile and adaptable team fit for working in a fast-paced and unforgiving environment. 
    • How to train your team to be more than channel experts, becoming fluent in politics, internal & external thinking, and building resilience as a coherent unit.
    • From protests to the outbreak of COVID-19, hear how Heathrow has dealt with and overcome local, regional and global demands.
    • In a 24/7, 365 days a year operational and political business, how can leaders avoid burnout?
  9. Realising Your Potential Stage

    In January 2020, 10 senior marketing leaders embarked on a journey to learn the art of improvised comedy in just 8 weeks with the aim to put on a one off, one of a kind show to raise money for Comic Relief.
    • Hear about their journey and how they helped raise over £30k in a sell-out show that proved that marketers really can be creative and spontaneous under pressure.
    • Building up soft skills like body language, storytelling, effective communication and team building can all help you develop as a marketer and individual. Join senior marketers Peter Markey, Maria Sebastian, Tony Miller and Paul Davies to hear about their experiences, with a few laughs on the way.
    • In this session you’ll learn how improv skills can boost your marketing skills, creativity and overall confidence.

  10. Marketing Effectiveness Stage
    •  Learn how traditionally B2C marketing platforms such as outdoor, radio and video can work for B2B businesses.
    •  Global Brand Director Annabel Venner shares how to track value and measure the effectiveness of targeting specific smaller audiences.
    •  How to build a B2B brand into a household name.
    •  How Hiscox gets creative with its marketing by diversifying from standard lines of business.
  11. Trends & Behaviours Stage

    • Launching in a new market is one of the biggest challenges in marketing. With nuances in messaging, market knowledge and government regulations, where do you even start?
    • In this session, explore how to identify a new market need and establish a go-to-market strategy, while also identifying the brand localisations that may be required.
    • Hear top tips for starting with a strong online presence.
    • Case studies into how to harness word of mouth, unlock cultural differences in new locations, and learning what to avoid.
    • How to retain the same brand essence and core values whilst instilling it with the behaviours of the new target culture.

     

    More speakers to follow soon.

  12. Marketing Effectiveness Stage

    In the post-cookie and GDPR compliant world, understanding how to measure the effectiveness of digital marketing has never been more important. This session will highlight what changes marketers need to be aware of and key considerations for measuring digital marketing effectiveness. 
    • What impact have changes around regulations and cookies had.
    • What measurement methods are now available to marketers and the benefits and challenges of these.
    • Hints and tips for marketers to consider.

  13. Trends & Behaviours Stage

    •  Every business has high and lows, but how can you deal with seasonal imbalances efficiently? 
    •  We speak to senior marketers from three different industries to find out how they mitigate cyclical fluctuations in activity and build financial muscle to absorb occasional losses. 
    •  Get the latest tips for analysing sales data effectively for an accurate understanding of your business’s peaks and troughs. 
    •  Boost agility and adjust your marketing in response to new trends and changing behaviours. 
    •  How to build high-performing teams ready to deal with any eventuality. 
    •  Black Friday and Cyber Monday… good or bad for business?

     

    Speakers from easyHotel and more, to be announced shortly.

  14. Trends & Behaviours Stage

    • Hear case studies around what these leading brands are doing to deal with unprecedented disruption as new technologies, societal shifts and competitors upset the traditional ways of doing business. 
    • Find out how to keep your current customers happy whilst engaging with new ones and identify the best balance for investing your time and money into future-proof loyalty programmes. 
    • How much of the above has proved a success? And what will be chucked into Room 101?
    • There’ll also be the opportunity for you to throw your reservations into our Loyalty Room 101 and lock the door forever.

     

    Speakers to follow soon. 

  15. Marketing Effectiveness Stage
    • In this session we will uncover the key questions that measurement heads should be considering in order to generate value, from short to long term ROI all the way to reach and frequency of FB campaigns.
    • Learn which tools you need to drive marketing effectiveness and what questions they can better answer.
    • Find out where to focus your energies, balance costs and increase scalability.
  16. Realising Your Potential Stage

    According to Public Health England, the UK loses approximately 131 million days a year due to annual leave associated with mental and physical illness; having workplace wellness schemes and practices in place can help decrease this. Tackling and preventing ‘burnout’ – the state of emotional, physical and mental exhaustion - is a huge factor.
    • Taking the time to engage in self-care and protecting your mental health has a direct impact on your physical health, but what does proper self-care and burnout look like?
    • In this session, find out about wellness techniques that fit with your working day: meditation, breathing exercises, gentle exercise and much more.
    • Learn how to recognise the signs of burnout in yourself, your team and those around you, such as anxiety, lack of sleep, feeling pressure to work longer hours and not being able to switch off.
    • Come away with a convenient step-by-step wellbeing toolkit designed to help you realise your full potential!

  17. Realising Your Potential Stage

    • How Marketing has evolved.
    • How Marketing is being unpicked by our organisations and the C-Suite.
    • Why there is so much internal and external disruption to Marketing.
    • Why it’s actually Marketing’s fault and what Marketers can do about it to take ownership. Be the hero of the story not the villain.

  18. Trends & Behaviours Stage
    • Consumers can’t tell brands what they need to know about their decision-making, because they don’t really know…
    • In this session, join neuromarketing expert, Katie Hart, to explore the 80-85% of decision-making which is subconscious and unavailable in conventional market research.
    • Learn how we can use physiological responses to improve research results and better predict future behaviours, removing the possibility of subject influence.
    • Discover new ways to understand your audience, enabling you to provide engaging products/services and genuinely influential communications.
    • By harnessing the power of Neuromarketing, Google increased their ad revenue by $200m per year…just through adopting a different shade of blue!
  19. Realising Your Potential Stage
    • How can you find the confidence to speak up and negotiate the pay rise you deserve? 
    • CEO and Coach Nicole Soames will guide you through how to effectively prepare for negotiations.
    • Find out how to conduct industry research to support you and how to harness the power of your network.
    • Silence your inner voice of self-doubt with tools that identify why you deserve that pay rise.
    • Nicole’s session will help build confidence so you can walk into negotiations with a boost and the ability to negotiate like a pro!
  20. Data & Insight Stage

    • Brexit has dominated headlines since 2016, but what has the impact on brands been over the last four years of extensions, uncertainty and insecurity?
    • To help move forward, we will look back at the ramifications of a political, social and cultural upheaval, and identify the measures needed to be put in place to prevent decline.
    • Hear from Gina Miller, SMEs and global-scale companies to find out what they are doing to manage looming change.
    • Find out how to respond effectively and adapt to new regulations.
    • What lies in store for British-origin brands? How can they make a mark in a new post-Brexit climate?

     

    More speakers to follow soon. 


 

Why Attend

Why Attend

Discover why Festival 2020 is something you don’t want to miss out on.

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2020 Speakers

2020 Speakers

What big names can you expect to learn first-hand insights from? See who is taking to the FoM stage this year.

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Networking Opportunities

Networking Opportunities

Make connections you'll value. Discover the vast variety of experiences and opportunities available at Festival.

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Festival Blog

Festival Blog

Find the latest FoM updates, marketing insights and top tips from our blog contributors.

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Festival of Marketing

7 - 8 October 2020 

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