Agenda | MMA Global


Thursday, May 5, 2022

9:00 AM – 9:10 AM

Welcoming Remarks

Managing Director EMEA

9:10 AM – 9:35 AM

How an established luxury brand can remain contemporary, relevant and exciting in a market full of new entrants.

We’ll explore shifting to digital-first marketing, away from the traditional channels and methods. Plus the continued importance of physical events and spaces, and giving guests memorable experiences.

Marketing Director
Mercedes-Benz Cars UK Ltd

9:35 AM – 10:00 AM

Is yours a WMO? (Wining Marketing Organisation)


The MMA knows what a Winning Marketing Organization (WMO) looks like vs. a Lagging Marketing Organization (LMO). There are 72 distinct capabilities that form the modern marketing organization. This session will dig into the framework we've develped with MarCaps which is centered around value creation internally to the company, and externally to the customer. Companies can have different configurations when it comes to growth strategies: Engagement, Experience, Exchange and Market-Capability fit is the most important org design factor to being a WMO.

Managing Director EMEA

10:00 AM – 10:25 AM

The Beauty behind the Data

Has the promise of data online really been delivered, or is it a utopia just out of our reach? – an analysis of what it means practically to become more data driven and a birds-eye view of how L’Oréal is leveraging BeautyTech internally for the business and externally for consumers.


10:25 AM – 11:00 AM

Networking Break

11:00 AM – 11:25 AM

The Future of Creative Innovation with Mobile First Experiences

Through several experimental cases with clients and partners, we'll showcase some new innovative ways in which our mobile devices can help us experience the world around us in surprising ways. Fuelled by advances in technology.

Director of Creative Works and Creative innovation
In Partnership With:

11:25 AM – 11:50 AM

Building a powerful data insights engine to drive marketing excellence

How data can help drive a more inclusive culture with major focus on customer centricity. Building purpose led brands.

Chief Insights & Analytics Officer

11:50 AM – 12:15 PM

Understanding marketing and data in a privacy-first world

In Partnership with AppsFlyer. It’s no secret that the mobile ecosystem has changed exponentially in the last few years as a result of the surge in data limiting, privacy-centric regulation that is being introduced. So in this brave new world, companies are increasingly looking towards data clean rooms for effective ways to collect, share and analyse data for the purposes of marketing, without compromising on privacy. Join AppsFlyer as we take you on a journey through: 1. The ever-changing privacy landscape. 2. The impact and challenges this has on marketers 3. The emerging importance of data clean rooms and how marketers can take advantage

Solutions Architect
In Partnership With:

12:15 PM – 12:40 PM

The intersection of human creativity, data insights and AI – what it means for marketing and advertising

  • How AI is used to enhance the connection with theatre audiences in the entertainment industry that is 100% reliant on human creative talent.
  • How these insights can be applied to other sectors and industries.

Developing marketing content to reach audiences at scale has always been expensive and time consuming, and too often based on the creative team’s subjective assumptions about consumer interests and intent. Intentful has launched a data-driven and AI-powered content engine designed to assist businesses in producing content that their audiences are actually interested in.

CEO / Co-Founder

12:40 PM – 13:05 PM

4 Must-Knows in Marketing Measurement & Forecasting

In uncertain times, many brands find their marketing budgets are under enormous pressure. Not only do they need to manage their spend effectively to get their marketing mix just right, they also need to deliver positive outcomes for the business and forecast what’s ahead. Join Neustar, a TransUnion company, to learn the four key components of best-in-class marketing measurement and forecasting to put yourself ahead of your competition. In Partnership with Neustar.

Senior Director APAC
In Partnership With:

13:05 PM – 14:00 PM

Networking Lunch

14:00 PM – 14:25 PM

 Re-engineering the marketing model to meet the needs of a changing world

How Britvic is adapting to the accelerating changes taking place with a more connected and informed consumer through focusing on a more integrated end-to-end model and in-housing more marketing services.​

Chief Marketing Officer

14:25 PM – 14:50 PM

Metaverse Unplugged: Enter the Metaverse with Landor & Fitch

As the world explores the endless intricacies and opportunities of the Metaverse, how can brands get ahead?

This new medium, made up of a collection of technologies, will enable brands to showcase and connect in ways like never before, with audiences loyal and new.

As we talk to clients about their metaverse aspirations and strategies, we offer five guiding principles to consider

Global Executive Director, Insights & Analytics
Landor & Fitch
Executive Strategy Director
Landor & Fitch
In Partnership With:

14:50 PM – 15:15 PM

Metaverse Unplugged : Brand experience in the metaverse: decoding the magic and the method

Hotly anticipated, debated, (and misunderstood) the Metaverse is a bold new frontier for brands. Household’s keynote offers an antidote to ‘Metamania’, unpacking how to amplify the power of experience to drive relatability for target audiences, and lifetime value for brands.

To guide how brands and marketeers can harness its potential, enhance revenue and modes of participation in the Metaverse and beyond, Household will give a rich insight into the future of entertainment experiences with live real-world case studies and share a first reveal of an in-beta collaboration with global hotel group PPHE. Household will showcase this experience as a VR demo at the MMA Impact 2022 event with interactive production partners Dialect.

VR Demo Experience: ‘Step into Room X’ - Household X art’otel

Household in collaboration with hotel brand art’otel is showcasing an in-beta VR experience at MMA Impact 2022, with interactive production partners, Dialect. The VR demo experience explores the creation of value and enhanced guest experience in the virtual world, as part of the art’otel global rebrand and experience innovation programme, set to launch later this year in partnership with Household.

Brand Experience Strategy Director
In Partnership With:

15:15 PM – 15:40 PM

Metaverse Unplugged: Open Mic - No question too small or too large

If you feel that everyone knows everything about the Metaverse but you, then here's your chance to ask anything and everything you want - you name it Metaverse, Web 3.0, NFT's, AR and VR and what it does andcan mean for your company.

Global Executive Director, Insights & Analytics
Landor & Fitch
Executive Strategy Director
Landor & Fitch
Brand Experience Strategy Director
Creative Director & Co-Founder

15:40 PM – 16:05 PM

Do you know how to best drive marketing growth - insights from MMA's Marketing Growth Survey


1. What is the level of organizational alignment when it comes to driving marketing growth?

2.How specifically do companies approach marketing growth?

a. How do companies approach media planning (penetration/reach vs. targeting)

b. How they balance long term goals with short term realities? (brand vs. performance)

Managing Director EMEA

16:05 PM – 16:15 PM

Mercedes F1 Simulator Results

We will be announcing the fastest drivers of the Mercedes Formual 1 Simulator. You'll need to be in the room to receive your accolade.

In Partnership With:

16:15 PM – 16:20 PM

Closing Remarks

Managing Director EMEA

16:20 PM – 17:15 PM

Networking Break

Our Partners


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