Agenda | MMA
Visit the MMA COVID-19
Marketer Support Hub

Tuesday, July 21, 2020

10:15am – 11:00am

Platform Opens


11:00am – 11:05am

Welcome from MMA

11:05am – 11:35am

Session 1

Marketer Panel: Strategies & Insights for Marketing during a crisis

Overnight the Covid-19 pandemic has altered consumer behaviours and trends and changed how brands can connect with their customers. This is forcing marketing leaders to lead in new ways and rethink their marketing mix and messaging. This panel discussion brings together three senior brand marketers who will share their key learnings on:

 

  • Lessons from the crisis that will make their organisation stronger
  • Adapting to the changes in consumer behaviours
  • Modifying marketing and advertising mix and messages
  • Accelerating digital transformation
Interim CMO
Pret A Manger
Global Head of Digital Comms
BP
VP Global Media Europe, Nametrub, E-commerce, Operations
Unilever
Moderator
Managing Director, EMEA
MMA

11:35am – 12:05pm

Session 2

What Vodafone, the brand, has learnt during this crisis

  • 4 key things Vodafone as a brand has learnt during this crisis that it will take with it going forward.
  • Key take out - know your brands purpose and use that to guide you through a crisis.
  • 4 examples will be shared during the presentation
Brand & Marketing Director
Vodafone

12:05pm – 12:35pm

Session 3 - in Partnership with AppsFlyer

What Actually Just Happened?! How Covid 19 changed app marketing and what it might look like going forward

 

Covid 19 has not only changed the economic landscape, but also forced a drastic shift in consumer behaviour, in many cases increasing app usage. Having analysed more than 1.5 trillion app sessions and nearly 10 billion app downloads, AppsFlyer will present a detailed overview of how the app economy has changed and what we can predict going forward.
 

Marketing Director, EMEA
AppsFlyer
In Partnership With:

12:35pm – 12:50pm

Lunch and Networking break

Visit Virtual Exhibit Hall and Resource Center

12:50pm – 1:20pm

Session 4

Fireside Chat - Bringing it back to the Consumer

This discussion will cover may topics including:

  • The importance to customers of matching brand purpose to company behaviour.
  • Understanding consumers and gathering consumer insights – is the future of marketing all about data driven marketing?
  • Key learning’s from the latest marketing across Asia.
  • The changes in customer experience and buying patterns with the growth of e/mCommerce – are these behaviours here to stay and what are the implications for FMCG brands?
     
  • How Digital Transformation or Digitisation creates change, choice, innovation, speed & people centricity.
Vice President / Managing Director – Asia, Middle East, Africa
General Mills
Moderator
Managing Director, EMEA
MMA

1:20pm – 1:50pm

Session 5 - in Partnership with SAS

'There is No New Normal' Digital Trust: the New Marketing Currency

Tomorrow’s customer journeys and personalization will be even smarter, more immersive, more trust-enabling than they are today. More CX initiatives will be run by AI and machine learning algorithms, automated software applications, or bots. The question is: Are brands and consumers ready? 

Customer Experience Advisor
SAS
Marketing Communications & CRM Director
Migros
Moderator
Chief Content Officer MMA Germany & Content Strategist
MobileGroove
In Partnership With:

1:50pm – 2:00pm

Networking break

Visit Virtual Exhibit Hall and Resource Center

2:00pm – 2:30pm

Session 6

Future Proofing Through Innovation

In a constantly changing world we are facing a growth dilemma: big companies tend to ignore small, but disruptive opportunities, while small companies may lack resources to scale up innovative ideas and disrupt the market. This session will explore looking for solutions to the growth dilemma, by:

  1. Creating new disruptive value networks.
  2. Reframing future value-based objectives specifically around consumer behaviour.
  3. Examining how big companies seek to create innovative business models that are both adaptive and resilient.
  4. Developing partnerships can drive faster growth
  5. Exploring the stewardship of the environment - B Corps and the B Economy  
Head of Global Innovation
Tata Global Beverages
Professor of Practice Entrepreneurship & Innovation
Hult International Business School

2:30pm – 3:00pm

Session 7

Balancing brand and performance marketing: Lessons from launching a digital business at scale

TymeBank was launched in 2019 as South Africa’s first new fully licensed bank in 16 years and as the very first digital bank to operate in the country. Former CMO Luisa Mazinter will share the challenges she faced in striking the right balance between brand and performance marketing – launching a disruptive, challenger brand that had to establish credibility and build trust within a fiercely competitive and mature financial services market, whilst at the same time driving customer acquisition targets at scale.

ex CMO TymeBank and SA Chair Emeritus
MMA

3:00pm – 3:05pm

Leaderboard Winner Announcement & Close

Wednesday, July 22, 2020

08:15am – 09:00am

Platform Opens


09:00am – 09:05am

Welcome from MMA

Managing Director, EMEA
MMA

09:05am – 09:35am

Session 1

CMO’s Panel: There is No New Normal- what’s the future hold for modern marketing.

This discussion will cover:

  • What changes do you most see happening for marketing?
  • What does digital transformation now mean for marketing?
  • What’s the impact on any other parts of the media and marketing ecosystem?
  • What are the changes in your marketing and especially goals that you think will occur, or be long term?
  • What do you expect your main focus or shift in focus to be (acquisition, retention, short term/ long term, cost-cutting, innovation)?

 

Group CMO
Nomad Foods: The owner of Birds Eye, Findus, iglo, Aunt Bessie’s and Goodfella’s
Chief Growth and Marketing Officer
Starling Bank
Moderator
Managing Director, EMEA
MMA

09:35am – 10:05am

Session 2

Marketers are Dead: Long live Marketing

A provocation using villages, cakes, gumball machines and sprinkles to help us think about how marketing thrives and delivers to infinity and beyond.
Chief Marketing Officer
Hollard Group

10:05am – 10:35am

Session 3

Responsible Use of First-Party Data

Key takeaway: A two-way value exchange is at the heart of first-party data best practice: not only is the company equipped to deliver better customer experiences, but the customer in turn receives relevant and customised content, with better offers and assistance that is tailored to them. In this session, we'll look at why it's critical for advertisers to build and maintain consumer trust in order to be able to continue to access this data - and unlock value for both themselves and their customers.

Summary bullets:

  • Effective use of first party data delivers more relevant experiences for customers and leads to revenue and efficiency benefits for the business as part of a two-way value exchange
  • Whilst nine out of ten marketers say that first-party data is important to digital marketing programs, less than a third are consistently effective at accessing, integrating and using it
MD EMEA Agencies
Google
In Partnership With:

10:35am – 10:50am

Networking Break

Visit Virtual Exhibit Hall and Resource Center

10:50am – 11:20am

Session 4

Going for Growth: why our mindset matters with Sunday Times best selling author Sarah Ellis

The context for our careers has changed. Gone are the days of linear, predictable, 'ladder like' paths instead uncertainty, change and ambiguity are the new normal. To navigate our increasingly 'squiggly' careers self-awareness and continual learning is now an imperative. In this action focused session, Sarah Ellis, co-founder of award-winning career development company Amazing If, will share practical tools and techniques on what it takes to build our growth mind-set muscle and how you can form habits to make development part of your day to day work. Attendees will come away will ideas, inspiration and actions that will help you (and your teams) achieve more.

Sunday Times Business Best Selling Author
The Squiggly Career

11.20am – 11.50am

Session 5

Uncancel Everything & Start Over!

Challenge

In a world where all sports events are cancelled and everyone is stuck at home, we still need the excitement of live sport.

Inspiration

What if there was a way to “uncancel” a sports event and invite football fans to experience the excitement of the leagues in the comfort of their own homes?

Idea

Creating a branded entertainment project that broadcasts a sports tournament in PlayStation where footballers and celebrities join from their homes. Just like a real cup match, the Uncancelled Cup has live broadcasts, game commentaries, discussions on the positions of the game and a debate programme after the game. While the game is played in real time, commentators share their opinions without any time lag.

 

Executive Creative Director
Wunderman Thompson
Brand Director
Adidas Turkey
Moderator
Deputy General Manager
Kantar Media

11:50am – 12:00pm

Lunch and Networking break

Visit Virtual Exhibit Hall and Resource Center

12:00pm – 12:30pm

Session 6

Reimagine creativity on mobile

 

This session will encourage you to think differently about creativity on mobile.

Exploring case studies from McDonald’s, Liam Payne’s AR Game and Ralph Lauren at Wimbledon.

Imagine:

  • Creative Technologies not Creativity
  • Community Experiences not Ads
  • Engaging Spaces not Campaigns

 

Head of Creative Shop UK, Facebook & Instagram
Facebook
In Partnership With:

12:30pm – 1:00pm

Session 7

Fireside Chat - Will our machines ever be truly creative?

Technology and data now sit at the heart of marketing, and AI has quietly embedded itself in our culture. But how can we use it to produce adverts that make an impact? Why is human creativity still important? And how as companies do we make the right choices with this evolving technology... not just from a business perspective, but for society as a whole? Perry Nightingale shares his wisdom and expertise in Creative AI and poses some difficult questions. Takeaways - Where we see Creative AI making significant advances in marketing. Our most difficult ethical choices in Creative AI and how we organise around them. What a synthetic media environment would look like. The human abilities we find hardest to automate.

SVP for Creative AI
WPP
Moderator
Managing Director, EMEA
MMA

1:00pm – 1:05pm

Leaderboard Winner Announcement & Close

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