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
Chief Marketing Officer
Dreams UK (outgoing)
Global Head of Digital Comms
BP
VP Global Media Europe, Nametrub, E-commerce, Operations
Unilever
Moderator
Managing Director, EMEA
Mobile Marketing Association

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

AppsFlyer

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

Vice President / Managing Director – Asia, Middle East, Africa
General Mills
Moderator
Managing Director, EMEA
Mobile Marketing Association

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
Mobile Marketing Association

09:05am – 09:35am

Session 1

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

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
Mobile Marketing Association

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 - in Partnership with Twitch

Global Head, Brand Partnership Studio
Twitch
In Partnership With:

11:50am – 12:00pm

Lunch and Networking break

Visit Virtual Exhibit Hall and Resource Center

12:00pm – 12:30pm

Session 6

General Manager – UK and Ireland
Bayer Consumer Health

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
Mobile Marketing Association

1:00pm – 1:05pm

Leaderboard Winner Announcement & Close

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