Agenda | MMA

Wednesday, June 2, 2021

8:45 AM – 9:00 AM

Platform Opens


9:00 AM – 9:10 AM

Welcome from the MMA

Managing Director, EMEA
MMA

9:10 AM – 9:30 AM

Shaping the Future - Lessons from a 155 year old brand

  • How are we learning from the past to predict where we focus for the future?
  • How do we move our marketing strategies forward with confidence in the face of such rapid changes in tech and consumer behaviour?
  • How critical are adaptability and resilience in navigating the future?
  • How valuable is it to “lead from behind”?
CMO UK
HSBC

9:30 AM – 9:45 AM

How GE leaned into purpose to refresh its brand

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.

Global Head of Brand Marketing
GE

9:45 AM – 10:05 AM

MMA MOSTT Research Study: How Can Marketing Organizations Drive Growth

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.

The Coca Cola Company Chair, Professor of Marketing
The University of Georgia, The Terry College of Business

10:05 AM – 10:10 AM

Break


10:10 AM – 10:30 AM

Using Data to Drive Marketing Excellence

In this session, Elaine will share insights and experiences on:

  1. Driving the big things within marketing.
  2. Deploying insights & data as the foundation for marketing.
  3. Using the concept of the Reckitt experience village to effectively build, and run teams, virtually for peak performance.
  4. How to drive marketing excellence from the centre in 2 ways: a.) Value creation around a few big business questions and b.) Community engagement. 
Chief Insights & Analytics Officer
RB

10:30 AM – 10:50 AM

Enduring Behaviours. What will shopping behaviours look like in a post COVID world?

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.

Consumer Insights Manager
Google
Head of Market Insights Spain & Portugal
Google
In Partnership With:

10:50 AM – 11:15 AM

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

Formerly CMO Stada Consumer Health, Germany
Stada
Global Media Director, Communication & Digital
Carlsberg Group
Group Digital Marketing Director
Nomad Foods
Moderator
Chief Content Officer
MMA Germany

11:15 AM – 11:20 AM

Break


11:20 AM – 11:40 AM

Marketing in an age of disruption: four trends that will change the game.

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. 

Board Director
Truth Consulting

11:40 AM – 12:00 PM

Delivering inspirational experiences… programmatically

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:

  1. From data points to holistic customer insight.
  2. From channels to end-to-end experiences.
  3. From transactional value to customer lifetime value.  Case studies from Very - a multi-category, digital retailer. 
CMO
The Very Group

12:00 PM – 12:10 PM

Closing Remarks

Thursday, June 3, 2021

8:45 AM – 9:00 AM

Platform Opens


9:00 AM – 9:05 AM

Welcome from the MMA

9:05 AM – 9:25 AM

How Mars unlocked the Power of Speed.

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.

Chief Digital Officer
Mars, Incorporated

9:25 AM – 09:45 AM

MMA’s Data Maturity Framework: Preparing for the Future of Data and Privacy

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.

Americas Customer and Growth Market Leader and CMO Practice Leader
EY

9:45 AM – 10:10 AM

No playbooks, no precedent, no respite – turn a crisis into an opportunity by knowing where to focus.

Global Digital Media and Technical Lead
FrislandCampina
Executive Vice President
Dubai World Trade Centre
Senior Director, Strategy, Insights, and Digital
PepsiCo
Moderator
Country Director
MMA South Africa

10:10 AM – 10:15 AM

Break


10:15 AM – 10:35 AM

Are you building a big bland or brand?

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?

Group Brand and Reputation Director
Aviva

10:35 AM – 10:45 AM

Spontaneity Redefined: How brands should and can stay agile to reach consumers.

Spontaneity Redefined: How brands should and can stay agile to reach consumers.

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.

Managing Director and Vice President UK
Verizon Media
In Partnership With:

10:45 AM – 11:05 AM

“Marketing hasn’t changed but marketers must.”

A discussion on the capabilities marketers need to master & so thrive in a world of changing business models.

CMO
L’Oréal
Moderator
Managing Director, EMEA
MMA

11:05 AM – 11:25 AM

It's only June but let's talk Christmas - how Boots used first party data to unwrap Christmas for their consumers

This session will cover insights into:

  1. Using Data and Technology to deliver personalisation at scale.
  2. Taking Advantage of loyalty relationships.
  3. How to show uniques ads to individuals based on their digital behaviour.
  4. Automating creative design.
  5. Delivering mass personalisation
CMO UK
Boots

11:25 AM – 11:30 AM

Break


11:30 AM – 11:45 AM

Disrupt or Get Disrupted. Responding to changing consumer trends

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:

  1. Deliver ever-evolving experiences.
  2. Personalise messages ay key trigger moments.
  3. Create data driven real time connections.
  4. Turn your purpose into action.

Whilst Oya focuses on healthcare, these actions can apply across sectors and markets.

Head UK & Ireland
Bayer Consumer Health

11:45 AM – 12:00 PM

How to build a future for your brand. Evolving with the times and with your audience.

Key tips and learnings in this session:

  1. Using purpose
  2. Knowing your true audience
  3. Articulating your value
  4. Creating engagement
  5. Remaining Agile to shifts
CMO
Zoopla

12:00 PM – 12:10 PM

Closing Remarks

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