Agenda | MMA
Visit the MMA COVID-19
Marketer Support Hub
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Monday, May 14, 2018

8:00 AM – 9:00 AM

Registration & Networking Breakfast

9:00 AM – 9:10 AM

Opening Remarks

Managing Director, EMEA
Mobile Marketing Association

9:10 AM – 9:40 AM

Morning Keynote

Digital Transformation: 2018 and Beyond

Digital Transformation: 2018 and Beyond

There's no doubt that digital transformation is the future of business. To deliver on this, brands must experiment with and integrate new technologies to connect with today's consumers. Join Simon Gill, Chief Creative Officer at Isobar as he shares how some of today's digitally savvy brands are incorporating neuroscience, mixed reality, and AI to reimagine the relationship between consumer and brand, and what marketers should pursue in the future to keep ahead of the digital transformation curve.  ​​


Chief Creative Officer

9:40 AM – 10:10 AM

How ING Leveraged an Experiential Journey to Deliver Both Branding and Commercial Results

Entertainment industries are driving the biggest and most engaged audiences in the world. Successful brands have embraced the relationships generated by these conversations to drive consumer engagement. Cultivating personal connection with its clients and providing real-life added value for using its digital channels sits at the very heart of ING’s marketing strategy.  During this session, UMGB and ING will draw on how a unique experiential journey was built into a mobile-centric branding and commercial effective program.

Head of CoE Communications & Brand Experience
ING Bank
SVP Global Brand Partnerships
Universal Music Group

10:10 AM – 10:40 AM

Speak Easy: The Rise of the Voice Activated World

Marie Stafford (J Walter Thompson) and Jeremy Pounder (Mindshare) will share insights, future trends and brand learnings from their Speak Easy research, which explores our nascent relationship with voice technology. The voice first world will change not only how we live our lives, it will rewrite the rulebook on how brands engage and connect with consumers. It’s time for brands to find their voice.

Director of consumer intelligence, trends and insight
JWT Intelligence​
Futures Director

10:40 AM – 10:45 AM

Disruptor Series: Pixoneye

The MMA’s Disruptor Series features companies that are disrupting their industry and the way marketers will do business in the future. This interstitial features Pixoneye. Smartphones are the portals to our world, documenting through the taking and sharing of photos, and the photo gallery can provide unparalleled insight into consumers’ lifestyles, desires and futures. Learn how Pixoneye combines image understanding capabilities with AI to profile customers by analysing their mobile photo galleries, completely on device, without ever seeing, touching or moving the photos!


10:45 AM – 11:05 AM

Networking Break

11:10 AM – 11:35 AM

What you don’t know about the future of marketing, but should.

What you don’t know about the future of marketing, but should.

This session is all about what matters to the future of marketing. What we do today is not meeting the needs of the business or the expectations of CFO’s.
Measurement of marketing has to change and marketer organisations are not organised for success. The MMA is out to change everything about marketing - it needs to change.  Hear what the MMA boards believe to be true about our future and what the MMA is doing about it.

11:35 AM – 11:40 AM

Disruptor Series: Jukedeck

The MMA’s Disruptor Series features companies that are disrupting their industry and the way marketers will do business in the future. This interstitial will feature Jukedeck, a state of the art technology that brings artificial intelligence to aid creativity. Learn how Jukedeck allows users to use AI to create soundtracks for videos making sourcing music quicker, easier, cheaper and scalable.

Co Founder

11:45 AM – 12:15 PM

Mobile Ad Fraud: A High Stakes Arms Race

Fraud is polluting the mobile app ecosystem at increasingly alarming rates. With defense mechanisms becoming more robust, so too are attacks as fraudsters rapidly adapt. The session will explore the latest threats and how they can be effectively blocked before inflicting damage. Unique UK-specific fraud benchmarks will be shared.   

Managing Director, UK, France & MENA
In Partnership With:

12:15 PM – 12:45 PM

The Store of the Future: Indoor positioning using Visible Light Communication

Lighting is ubiquitous—it’s everywhere that people work, travel, shop, dine, and relax. But beyond illumination, lighting can also be used as a digital pathway to location-enabled services capable of pinpointing the location of a mobile device, and its orientation, with extreme precision. This session will explore how early adopting retailers, such as MediaMarkt and aswaaq, have deployed LED based indoor position technology to drive increased engagement and improved customer satisfaction. Furthermore the session will show how indoor positioning can provide a deeper understanding of in-store shopper behavior and preference through data.​"

Sr. Marketing Director Global Retail & Hospitality Segment at Global Systems
Philips Lighting

12:50 PM – 1:55 PM

Networking Lunch

2:00 PM – 2:05 PM

2:05 PM – 2:35 PM

Partnering to drive results through digital media

Partnering to drive results through digital media

Diageo has chosen to partner more closely with a range of key media owners to rethink their approach to media. Hear about the transformation journey they are undertaking to tackle key digital supply chain challenges through working collaboratively with their partners, and see how by doing so brands like Guinness and Smirnoff are delivering a richer & more creative user experience.

Global Head of Media Partnerships

2:35 PM – 3:05 PM

Engage to win

Engage to win

As people are spending an increasing amount of time online, we see a portion of disenfranchised users rejecting the typical advertising model. This session will focus on new mobile gaming research to discuss how merging one the most immersive content areas, user-initiated advertising formats and engaging creatives, cannot only drive campaign performance, but also present a new role for mobile advertising.

UK Director
AdColony, EMEA
Managing Director
On Device Research
In Partnership With:

3:05 PM – 3:35 PM

How to Become a MobileBest Brand

What’s best for your customer is what’s best for your brand. That’s the essence behind a new concept -- MobileBest -- the ability to engage with customers in the most impactful way, be it on the web, mobile web, in-app or on other emerging channels. Being MobileBest brings the best of all channels together while keeping the most ubiquitous and personal computing platform ever created, mobile, at the core of every marketing program. In this session we’ll dive into what it means to operate as a MobileBest brand: what you should measure, which tools will help you, how top executives are thinking about it, and examples of brands hitting it out of the park.

Director of EMEA Enterprise Sales
In Partnership With:

3:35 PM – 3:55 PM

Networking Tea Break

4:00 PM – 4:30 PM

How to Navigate Today's Complex Marketing Landscape: A Marketers Perspective

Marketing is evolving faster than ever. As a result, it has put tremondous pressure on marketers to rethink their organizational structure to best take advantage of mobile marketing. This session will bring executives from various brands to discuss how they are dealing with today’s top concerns, including brand safety, ad fraud, attribution, GDRP and how to put mobile at the top of marketers agenda.

Chief Growth and Marketing Officer
Starling Bank
Managing Director, EMEA
Mobile Marketing Association

4:30 PM – 5:00 PM

Time for a reset

Blockchain has recently garnered a lot of attention for its security, speed and accuracy. But where does it make most sense for marketers to adapt this technology into their marketing and advertising?

In this session Josiah Amartey, Director of Digital Media of TRUTH, the first global agency to use blockchain technology to provide 100% transparency, will share how marketers can benefit from blockchain technology - which can a) highlight everyone’s part in the advertising ecosystem, b) show a permanent and unchangeable record of each translaction, and c) efficiently and accurately track spending.

This will make media a safer place for advertisers and consumers.

5:00 PM – 5:05 PM

Closing Remarks

Managing Director, EMEA
Mobile Marketing Association

5:05 PM – 6:00 PM

Networking Reception


Session topics from industry leaders on how mobile is building closer connections to consumers.


Speakers and panelists include industry heavyweights from leading brands and technology enablers.


Relax and enjoy upscale accommodations.


These events sell out fast. Secure your seat today.

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