Marketing in the New Normal

History shows us that fundamental changes often happen on the back of big global events. So it’s no surprise that understanding the long-term implications and effects of the last 2 years is top of mind for business leaders right now. Join Tia Cummings-Hopkins as she provides some thought-starters on what Marketing in the New Normal looks like.

Tia Cummings-Hopkins SVP Global Brand Marketing, Square

Embracing the fusion of Creativity, Analytics, and Purpose

According to a study by McKinsey, companies that use the three elements of the ‘growth triple play’ together - creativity, analytics, and purpose - achieve dramatically higher average growth rates compared to companies that don’t use any of the three elements. Only 7% of companies are delivering on the growth triple play by unifying creativity, analytics, and purpose.
If the “growth triple play” is the way forward, who’s leading the way? According to McKinsey, CMO’s have a once-in-a-generation opportunity, as 78% of CEOs are now banking on CMOs and marketing leaders to drive this newfound growth. So how do we make the most of it?

Esther Uhalte Cisneros Vice President, Global Consumer Marketing, Estée Lauder

Karissa Price VP & Head of Marketing, Immunology, Novartis

Garth Weber Vice President Global Brand Design, Wilson Sporting Goods Co.

Ashley Hart VP of Marketing,, Beyond Yoga

Track 1: Whole Brand Thinking: Is it Time to Rethink the Role of Brand?

The pandemic forced brands, employees, and customers to rethink their priorities and approach. One new paradigm is the Whole Brand approach, treating everything an organization does as the brand. According to The Whole Brand Project, so called ‘whole brands’ are twice as likely to be recommended as their fractured competitors, with a 40% increase in market share and employee satisfaction running 85% higher. Is it time for a rethink?

This roundtable will explore questions including:
•How can organizations identify causes that align with their brand message?
•What is the best way for organizations to turn their purpose into tangible solutions and actions?
•What can you do to align your brand and your employee experience?
•How can you measure the success of your brand?
•How should departments and responsibilities be structured to create a cohesive Whole Brand organization?

Sponsor:

Sabrina Lynch SVP Integrated Marketing, Taylor

Tim Galles Chief Idea Officer (Barkley) & Director of the Whole Brand Project, Barkley

Track 2: Cutting Through the Noise: Reaching Customers in the Crowded Marketplace

With sales and marketing teams flocking to virtual platforms, assisted by increased use of automation and efficiency tools, the result has been a massive increase in the volume of messaging reaching consumers and prospects. Buyers are bombarded with adverts, impersonalized messages, alongside security threats such as phishing messages, and all their work and social network chatter. So how do you break through?

This roundtable will explore questions including:
•Where are the best examples of personalised communications that cut through the noise?
•With options as diverse as livestreaming, influencer marketing, audio content, and much more; which platforms, tools and tactics will help you stand out?
•What can we do to restore emotion and human connection to our communications?
•How can you balance automation with personalization?
•As the world moves from virtual to hybrid, how do we blend digital marketing with physical world impact?

Chad Wells CMO & SVP Marketing & Communications, Chubb

Johnny Smith Vice President of Marketing Services, Encompass Health

Track 3: The Cookie has Crumbled; But what does a cookie-less future look like?

With data and privacy being top of mind for many customers and anyone using social media, as marketers we find ourselves in a world where cookies are disappearing, and consumers are choosing to exercise more control. Separately, as the world is shifting from being fully virtual towards a more hybrid approach to work and life, online marketing approaches are losing some of their previous lustre. So, what can we do to put the performance back into online marketing?

This roundtable will explore questions including:
•How do you deliver and track results as the landscape of tools like cookies changes drastically?
•How do you get the best out of your paid advertising in the cookie-less world?
•What is the role of more organic approaches like SEO and owned media in this new world?
•How do you align sales & marketing to unify your demand generation and capitalise on leads generated?

April Mullen Senior Director of Brand and Content Marketing, SparkPost by MessageBird

Juhi Pikale Vice President, Performance Marketing, Fabletics

The new role of brand building and consumer empowerment

The convergence of technologies and a brand's ethos are resetting the consumer expectation of how brands bring value and relevance. Brands need to shift from merely transacting to building an always-on relationship of empowerment for their consumers.

Adrian Nyman Former Chief Brand Officer - ARRIVAL, & Global VP Brand Experience , Nike

Revenue by Design: Driving Closeable Demand

Revenue by Design: Driving Closeable Demand Reliably finding, creating and accelerating closeable business is at the heart of building a corporate growth engine. Leavaging a real-world case study, Marge Breya will share best practices for building a marketing engine that can double marketing-generated opportunities. She will discuss how to utilize AI to create real-time profiles, target accounts with the highest buying propensity, build persona-based segments/campaigns, and fuel sales to qualify and close demand.

Marge Breya Chief Marketing Officer, Leadspace

The Power of Authenticity to Community

From starting in a garage in Birmingham, England almost ten years ago, Gymshark’s community now stands at over 18 million across over 180 countries. Being authentic, listening and being a part of the community continue to be key components in building this brand. Having played at the likes of Nike, ESPN, Beats by Dre and Apple, Sennai is now combining his experience and this approach to grow the Gymshark brand in North America and beyond. You’ll hear about the Gymshark journey, how we are building the rocket ship, and how the power of authenticity is running through it all. But we are going to make interactive – Sennai is going to open it to the floor early, rather than just give a TED Talk and disappear, so get your questions ready. He promises to be authentic in his responses….

Sennai Atsbeha VP of Brand Marketing, Gymshark

If the Pandemic Didn’t Prompt You to Rethink Your Customer Experience, Maybe This Session Will

Post-pandemic, we asked consumers and business decision-makers about what really influences their purchasing decisions and how brands are meeting their expectations. Based on the findings, we created a 7-point framework any brand can use to create content-driven experiences that make customers want to buy. In this session, we’ll walk you through that framework, complete with brand examples that put it in action.

Dan Baptiste SVP Strategy & Brand Partnerships, Skyword

Casey Nobile SVP, Head of Content, Skyword

Build Customer Loyalty with Omnichannel, Personalized Engagement

Omnichannel can be a bit of a marketing buzzword, but what does it really mean and why are teams making this a priority in 2022? In this session, we’ll demystify the difference between multi-channel vs. omnichannel and why it is important for your business. Learn how you can grow customer lifetime value and loyalty by meeting customers on the channels they prefer with the information they want.

Megan Hostetler Sr. Product Marketing Manager, SAP Emarsys Customer Engagement

Meghann York Global Head of Product Marketing, Marketing Solutions, Emarsys

The Metaverse: Building for the Future

What is the metaverse? What marketing opportunities does the metaverse offer today and tomorrow? In this presentation, Meta's Head of Business Marketing in EMEA, Carrie Timms, explores how the metaverse will help brands tell more immersive stories, create more meaningful connections with people, and drive business results. She'll share Meta's latest thinking on the next major technological shift, and what it means for you.

Carrie Timms Director Global Business Marketing, Meta