Personalization at Scale

The last 24 months have not been business as usual for marketers. How have we overcome the challenges, launching a lifecycle marketing capability to address key challenges? The biggest of these issues can include balancing automation, scale, and personalisation; marrying experience with brand; rethinking segmentation; and creating relevance through content.

Peter Markey CMO, Boots

Track 1: A Picture Lasts Forever: Unlocking the Long Term Value (LTV) of your Marketing Assets

What happens when we treat our marketing assets as true investments, with lifetime value and ROI. This is, after all, the brand art that presents us to the world. We dream it up, create it, put it everywhere all at once, and then…on to the next campaign? Have we planned to get the most out of our content, as growth engines, relationship builders and brand drivers? Have we really unlocked its long-term power?

Victor Lebon Chief Innovation & Strategy Officer, ICP

Track 2: Predicting (and optimising for) Demand

When the pandemic pushed everyone online, traditional tools for predicting demand became less reliable and the data became harder to interpret. How do we forecast demand in the new reality? What do we do with those forecasts? This roundtable explores how consumer behaviour has changed and what strategies you can implement to (a) predict demand and (b) optimise your marketing channels (and spend) to tap into that demand.

Markus Klöschen Teamlead Solutions, Searchmetrics

William Pagani CMO, Epta

Track 3: Marketing Transformation: Modern Marketing Right now

High-performing marketing teams reach consumers in the right place at the right time – they are data-led, lean, agile and connected. Best-in-class marketers are never satisfied. They’re always hungry to keep learning and be better. But without the right tools and support for building excellence, marketing teams can’t keep thriving in a complex world. What does it take to elevate marketing performance, at scale?

Maddy Cooper Chief Commercial Officer & Founding Partner , Brilliant Noise

Broad Teams at Broad Sheets - Collaboration in the Media

Graham will inform us on how the Financial Times has integrated a cross-functional team mentality, and how this has driven growth over the past 24 months. He’ll discuss how the FT needed to make revenue growth an organisation-wide challenge – to inspire collaboration, and how it’s impacted the business.

Graham Macfadyen Acquisition Director, B2B Marketing, Financial Times

Can we do better business …with the planet?

An exploration into some of the big and urgent questions around what marketers can do to drive forward their sustainability agenda.
Is sustainability good for business... Or the only business to be in? - How we’ve reached the tipping point
Can we win more...By competing less? – How we can work better with the wider ecosystem and build partnerships
Do great minds think alike...Or completely differently? – The role of innovation and co-creation for scaling sustainable solutions

Katherine Lamb Global Head of Marketing Strategy, HSBC

Integrating Social Purpose in Brand Manifesto

Vikram Korde Global Brand Director - ex Danone, Carlsberg,

Diverse Leadership within Marketing

For a long time, women had to borrow male leadership models if they wanted to be seen as serious and trustworthy professionals. In fact, the first cracks in the "glass ceiling" were made by women in grey suits and tons of assertiveness. After them, many other women thought that this was the only possible way to climb their way up. Even Sheryl Sandberg in her “Lean In” urges us to behave like our worst male colleagues. But is this really the only possible way to be a credible and effective leader?

Alessandra Montrasio Global Marketing Director, Nestle Waters