12.30-13.00 Registration
13.00-13.15 Welcome and Opening speach
Moderator: Mark McMenemy
13.15-13.45 Do Brands Matter?
Brian McCarter
Head of Planning, EAME
Ogilvy & Mather
'Purpose Branding' is the buzzword of early 21st Century marketing, with giant companies like P&G and Unilever claiming that idealism is the fuel that powers their fastest-growing brands
Consumers are said to be demanding that brands go beyond the fulfillment of functional and emotional needs to offer an inspiring vision of how the world should be
But our research suggests that this line of thinking may already be out of date; that consumers want more than high-minded statements of idealistic intent from their brands
As the world becomes ever more complex to navigate, and time seemingly ever more scarce, consumers want brands that do, not brands that say; they want brands to help them achieve their own ideals
The value of brands increasingly lies in how they can guide people through difficult areas in their life, giving them the inspiration, tools, information and motivation they need to master areas as diverse as investing and dog-rearing
Brands ought to be in a great position to do this, but most lack the necessary authority.
We will offer a three-step process to help you turn your brand into a successful 'navigator' of the future
13.45-13.55 Q&A to Brian
14.00-14.30 Monetizing the Value of a Story
Jason Carmel
Global SVP, makreting sciences, Seattle
Possible
The most well-known brands in every vertical, from Coca Cola to Microsoft, are steadily and successfully moving to a more story-focused approach to advertising. Intuitively, we know that brand building and storytelling are effective means to build loyal customer relationships, but proving out the ROI on that long term play has always been a bit of a mystery compared to the alluringly simple ways we can understand revenue driven from a simple banner ad.
In this presentation I will introduce a methodology we refer to as Relative Value Modeling, which provides a mechanism to understand the monetary impact of a more story-focused approach to communicating with customers. We'll look at a few examples of how we've used this data-informed approach to create the right stories to tell from brands, and a few of the roadblocks to avoid.
14.30-14.40 Q&A to Jason
14.45-15.15 AdReaction 2015
Petra Prusová
Managing Director, Central Europe
Millward Brown
Millward Brown’s AdReaction Video study explores how, where and why multiscreen users in 42 countries are viewing video, and what marketers need to know to create video that is effective across screens. We interviewed over 13,500 multiscreen users (ages 16-45 who own or have access to a TV and a smartphone or tablet). We also tested 20 TV ads in 8 countries across TV, digital and mobile platforms. Digital video viewing minutes now match time spent watching TV, but receptivity to digital ads remains much lower than for live TV ads. The findings will help to understand how, where and why people view video, when consumers are open to advertising, and which creative approaches work best on each screen.
15.15-15.25 Q&A to Petra
15.30-16.10 Coffee Break
16.10-16.40 Examining Consumer Behavior with innovative solutions
Ákos Varga, Dr
Corvinus University of Budapest
The 21st century brought many technology-based improvements in the field of marketing. Neuromarketing is a relatively new approach in examining consumer behavior. It involves the application of diagnostic tools (such as fMRI- functional magnetic resonance imaging, EEG- electroencephalogram) and many other nervous system-related devices (such as eye-tracking cameras) to get a better insight of the subconscious processes that occur in consumers’ minds before making a decision. The science behind this approach is called neuroscience, which plays a major role in this new field of marketing research. The aforementioned tools (and many other methods) are used to conduct studies about the consumers’ brain waves, reactions, emotions, etc. when in contact with a variety of stimuli, or in terms of business applications, in contact with products they’re looking to launch. Obtained data can be transformed into detailed information about the specific target group.
16.40-16.50 Q&A to Ákos
16.55-17.25 Dare to be Trival
Jez Groom
Director of Strategy Integration
Ogilvy & Mather UK
co-founder of the Behavioural Sciences Practic
#ogilvychange
Jez Groom, the co-founder and Chief Choice Architect of #ogilvychange will share the latest thinking and retail case studies in Behavioural Economics.
How a US retailer generated $300m of incremental sales at no extra cost!
How The Times newspaper generated an ROI of £257 : £1 by doing less!!
How #ogilvychange increased sales of Perrier by over 200% in Paris!!!
All this and more in a talk that cannot be missed!!!!
17.25-17.35 Q&A to Jez
17.40-18.10 Less can be more if powering decision making with lean data
by Geometry Global
Simone Ratti
Senior Innovation Manager
Geometry Global
The sources of consumers’ information have multiplied up to the point that actionable insight remains hidden under the clutter of unmanageable data points. The managers should not be distracted by irrelevant clutter; they should be exposed to objective and relevant insight that guides decision making.
Geometry Global pursued the challenge of "turning big data into lean data" by developing Pathfinder, a comprehensive suite of proprietary tools and algorithms that unleash the power of Journey Marketing. Very sophisticated algorithms process post-purchase data and present actionable Purchase Decision Journey Maps to the managers. Real-time tracking applications can enter into the store and track the shoppers, engage with them, offer an outstanding individualised experience that encourages return. Real-time tracking services can talk to the retailer and help identifying operational issues, help optimising the service and help deploying customer-centric merchandising plans.
The Pathfinder suite touches three levels: the brand, the retailer and the shopper. It empowers decision making; be it long-term marketing strategies or immediate tactical actions, the management is covered.
18.10-18.20 Q&A to Simone
18.25-18.55 Turning up to a sword fight with a Banana
How PR is changing and the importance of being at the forefront of best in class integration
Ann Maes
Managing Director
Ogilvy Public Relations, Brussels
‘I’ve felt that working in PR has been like turning up to a gun fight with a banana! For many years PR has not been winning the race for communications supremacy because we haven’t understood the rules of that race. But the world has changed, it’s the age of PR and we are winning. I will be talking about why the change has occurred and my tips on how to win the race and the gun fight.’
18.55-19.05 Q&A to Ann
As of 19.00-20.30 - Drinks & one-on-one discussion with our guest speakers