As a sponsor of the 2020 Summer Olympics, GE was set to unveil its new tagline in front of a global audience when the event was postponed. It’s new tagline “Building a World that Works” had been in development for months when the pandemic hit. Instead of abandoning months of work, GE leaned into its brand purpose to reset and rethink how the creative would adapt to these challenging times. In this session, Zara Mirza, Director Global Brand at GE will share how its customer - centric approach informed their messaging, how the campaign came to life across different channels, and lessons learned from the process.
The MMA MOSTT initiative findings, recently published in the Harvard Business Review, show how modern marketing organizations create value. While there are many opportunities to create value, most organizations pursue only a subset of these value opportunities. In this session, Dr. Sundar Bharadwaj, will show how alignment between the chosen value configuration and the capabilities required is a strong growth driver and provide benchmarking data to demonstrate the sales impact of closing the gap.
In this session, Elaine will share insights and experiences on:
The biggest societal disruption in our lifetimes has brought about unprecedented behavioural change. We know that consumers aren’t expecting their lives to go back to how they were, but we also know that the future won’t be exactly as we are experiencing it today. Question is: which the behaviours that emerged will stick in the new normal, and which ones will be transient? To envision the future, we have combined behavioural science with Google search data. We will provide a framework for understanding the endurance of habits, and also share some likely trends that will stick.
We are living through a period of convergent crises and rapid evolutions that will transform the way we think, act, make, sell, buy and communicate. The changes we are, and will be, witnessing are unprecedented. At a human level, there are neurological shifts taking place that will provide profound marketing and communications challenges in the years ahead. Our economic and social systems will exist in a state of ‘nervousness’; where the unpredicted, and the unintended consequences of the unpredicted, will impact all areas of life. Amidst all this there will be opportunity. The challenge will be to recognise, and respond to the world as it is becoming, not how it once was.
Customer’s expectations are constantly growing. To retain them, brands must deliver hyper-relevant, timely and engaging experiences. That means evolving from mass customer communications towards individually crafted and inspiring end-to-end customer experiences. The journey to evolve your CRM:
Building a successful business today requires a company to pivot quickly to meet consumers where they are going. By focusing on its digital engine, Mars has been able to unlock the power of speed - or 100x. 100x is more than technology; it’s building and equipping their Associates with the skills and resources they need to create meaningful, user-centric solutions. In this session, Sandeep Dadlani, Chief Digital Officer of Mars, will share how it leverages data and technology to deliver new products and services, turned its user centricity movement approach on its head and empowers associates to drive innovation from within.
Preparing for the changes in data and privacy laws and compliance while maximising data ROI is at the core of what most marketers need to solve for in 2021. MMA, in partnership with EY, will reveal for the first time a data maturity framework that was created with the input of 100 of the top CMOs and heads of media. This framework will help marketers benchmark themselves in several areas, including data capabilities and skills, measurement and attribution, data governance, integration and transparency.
Brands with legacy are still thinking “physical”, how prepared are you for a digital age full of activism? Brand teams need a UX studio as much as a design studio, look at customer journey optimisation as much as media optimisation, apply creativity to data as much as your new adcepts. Is your toolkit really helping teams build brands or constraining them?
In this quick-fire session, learn how agility and immersive experiences can help brands. More of our interactions are now digital. Consumers are turning to technology to deliver experiences that are as touch free as possible – the immersive experience.
It has scale, ubiquity and accessibility. It can play a key role throughout the purchase funnel, from brand affinity building to conversions. Immersive tech is a mechanism to allow for more multi-sensorial experiences that can help brands’ stories stick. The coming of 5G will supercharge the immersive experiences.
A discussion on the capabilities marketers need to master & so thrive in a world of changing business models.
This session will cover insights into:
Four steps to effectively respond to changing consumer trends. This session highlights ways that marketers can contimue to grow their business in a time of significant changes in consumer behaviour by:
Whilst Oya focuses on healthcare, these actions can apply across sectors and markets.
Key tips and learnings in this session:
Chris Babayode
Managing Director
MMA EMEA
E: [email protected]
