Agenda

27-28 June 2019              

Day One


08:30 - Registration


09:00 - Chair’s Welcome Remarks


Find your voice


09:05 - Why your brand’s voice shouldn’t be an afterthought


Does your brand have a clear purpose that lives and breathes through everything you do? Does it target your audience in a way that is meaningful to them? How can you make your customers believe and share your vision? Understand how creating a consistent voice whenever and however consumers come into contact with your brand can help them understand and connect with your product.

 

09:25 - Be authentic – how marketers can emotionally connect with consumers


In the era of fake news and social media, consumers are quick to spot when brands aren’t consistent or being true to themselves. How do you break through the noise and connect with consumers on an emotional level while remaining commercially savvy? And, how do you know you’re doing it right? Hear how E.On built an emotional relationship with its customer through advertising, its own channels and live.

 

Scott Somerville, Head of Advertising PR & Campaigns, E.On 

 

09:45 - Define your DNA – How to create a consistent brand experience and measure its success

 

Many brands are creating deeper emotional connections with their customers through live experiences and digital touchpoints. The plethora of ways you can connect with consumers can help legacy brands maintain relevance and reinvigorate their position, particularly in crowded markets. This case study will show how broadening your brand’s presence can reinforce its position as a brand as well as provide you with ways to measure its success.


Piers Newson, Head of Brand Strategy, Direct Line Group 


10:05 - Networking Break


10:25 - Heritage brands – how do you stay relevant?


Has your company been around long enough to see decade after decade of brand transformation? Have you struggled to find ways to stay relevant and retain loyalty from your customers in a world of constant change and fierce-less competition? Let’s examine together how a brand has successfully managed to take advantage of its experience and strong customer base to stay relevant in crazy modern times.

 

10:40 - Pre-arranged 1-1 meetings


12:00 - Networking Lunch


13:00 - Amplifying reach – activating partner brands


In this session you will understand how we use data to educate those travel intenders about our partners – to help our customers make better-informed decisions, and to help partners sell more.


Keep it human


13:20 - How to incorporate live and sensory human experiences in your digital identity


In a digital-first world, what is the role of other kinds of human experiences? How do you move beyond digital and engage with people by creating a unique and convincing customer experience? In this case study, we’ll take a look at what happens when you mix digital with physical experiences. We will talk about modern ways to embrace the power of the high street and physical customer experience.


13:40 - AXA's journey transitioning to a more human and modern business 


How do you transform a traditional corporate company into a human business fit for the 21st century? How do you take people with you, both employees and customers? What does this mean for your customer experience? AXA UK's brand marketing manager shares how getting buy in from stakeholders at all levels ensured his team could elevate AXA's brand experience to a new level across each of the way it interacts with customers.


Nathan Ashfield, Brand Marketing Manager, AXA UK


14:00 - Pre-arranged 1-1 meetings


15:20 - Networking Break


Be consumer centric


15:45 - Use your data wisely – the thin line between personal and over-stepping


Most brands try to use data to understand changes in your consumers. But do you really know your consumers? Often, marketers look for answers they expect to find, at least subconsciously. How do you make sure you examine the data you have objectively to make sure you really understand your customers? In this session you will learn about how to truly get to know your customers through the data you have. Our speaker will also discuss the dangers of data – how do you use the information you have without spooking your customers and what you should do when things go wrong.


16:00 - Own your brand narrative – be stronger, be bolder


How do you get through the right crowd? Find out how JUST EAT created a stronger and bolder brand narrative – all while improving its brand experience. Hear from Ben Carter, UK Marketing Director explain how JUST EAT used a combination of national and local media to reach its varied target audiences in a way they would want to engage with. Enabling this was common standards developed by JUST EAT at a global level.


Ben Carter, UK Marketing Director, JUST EAT


16:20 - Pre arranged 1-1 meetings


17:40 - From communicating to connecting: the blurred line between digital and physical


As the latest technology blurs the line between the digital and the physical, we explore the new rules of brand experience. We’ll discuss how you successfully marry the offline and online worlds to create to successfully reach your target consumers. We will then take the conversation a step further, questioning how you appropriately segment and measure the impact each dimension has on your brand metrics before predicting what areas are worth investing in by 2020.


Simon Enright, Director Of Communications, NHS England

Anthony Clarke Cowell, Associate Brand Director, Holiday Extras

Gail Borley, Senior Manager - Brand and Customer Proposition, Boots


19:30 - Networking drinks


20:15 - Dinner


21:45 - Entertainment



Day Two


09:30 - Chair’s Welcome Remarks


Burst your bubble


09:35 - Step into the unknown – from simply selling a product to building a brand, from local to global


The components that make up brand experience are so varied that at times it can be difficult to know where to start. Hear how Quickbook's marketing team got the wider business to buy into it, even when ROI was not that obvious in the short term. And learn how – once they’d nailed it – they expanded their brand globally.


Alicia Skubick, UK Marketing Director, Quickbooks


10:05 - “Boycott the brand!” - how to react to external threats


Last year KFC took a major crisis – a shortage of chicken – and pivoted it into a positive experience. Hear what choices they had to make along the way. Do you need a moment of genius to turn a bad experience around, or are there techniques you can use? Does it only take one ad to make you one of the most successful brands of the year? 

 

Jenny Packwood, Head of Brand Engagement, KFC 

 

10:35 - PANEL DISCUSSION: Brand’s responsibility towards world issues


Do brands have a responsibility to discuss topics unrelated to their core business? This final session will look at whether brands can and should get involved in wider world issues. Does having purpose have to mean taking a stand on ocean plastic or sexual discrimination. Is it enough to offer great products, sell lots of them and drive returns to your shareholders?


Ben Carter, UK Marketing Director, JUST EAT

Scott Somerville, Head of Advertising PR & Campaigns, E.On 


11:15 - Closing remarks and end of event

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