Agenda | MMA

Thursday, November 4, 2021

10:00 AM – 10:05 AM

Welcoming Remarks

10:05 AM – 10:30 AM

From Surviving to Thriving: What we learned during the pandemic and how truly being driven by our purpose helped build our brand.

The pandemic forced many brands to relook at their brand plans for the year ahead. For Vodafone this was no different, in fact like most, the entire 12-month calendar was no longer relevant and some might argue even appropriate. This step back to re-evaluate the purpose of the brand not only in the lives of customers, but specifically in the moment of the pandemic, gave Vodafone the laser focus it needed to turn its business into the brand driver, and business driver it needed.

Brand & Marketing Director
Vodafone

10:30 AM – 10:45 AM

How 'mature' are you when it comes to management and use of your data?

The MMA partnered with EY to survey over 100+ senior marketing leaders across major industries to assess the maturity of consumer data in organizations. Our study covered more than 20 variables of data maturity that represent some of the most important decision areas for marketers when it comes to formulating their data strategies. This session will demonstrate a simple tool you can use to benchmark your own data maturity.

Managing Director, EMEA
MMA

10:45 AM – 11:10 AM

The Changing Digital Ads Ecosystem

Privacy is a cornerstone of a free and open internet. It is no longer a ‘nice to have’ – for customers, it’s essential. 68% of Europeans feel skeptical about the way companies use their data in marketing, and something clearly needs to change. This keynote will outline where digital advertising stands today from Google Ads' perspective, as well as our approach to privacy-safe advertising in a post third-party cookies world. We will share key insights from two new landmark reports about ads and privacy, and what brands should be focusing on to future-proof their business. 

 

Ads Privacy Lead UKI
Google
In Partnership With:

11:10 AM – 11:35 AM

Networking Break


11:35 AM – 12:00 PM

Return on Experience - Cross Channel Marketing in 2021

Consumers don’t think about channels, they care about experience. Brands today have a complicated task ensuring that they deliver personalised and contextual experiences across multiple environments. Join Gaston Rendelstein, Head of Marketing for AppsFlyer’s CX & deep linking suite, to look at practical use cases that brands need to build for.

Head of Marketing - OneLink
AppsFlyer
In Partnership With:

12:00 PM – 12:25 PM

The Future of Creativity

This panel session is a whirlwind tour as our four marketers share their insights and experiences on creativity.

It will cover an eclectic mix of themes, including:

  • What’s the balance between brand & performance creativity?
  • Does the platform influence the creativity?
  • Where should creativity reside within the agency mix? 
  • Metaverse & gaming, how are brands getting into this?
  • What is bad creativity & what is bad advertising? 
  • Is the focus on personalisation leading to poor creativity? 
  • Brand purpose, how does this play into creativity?
EVP of Marketing
PZ Cussons
Head of Content Strategy & Brand
Age UK
Deputy Director of Marketing
Smartmeters
Director, Global Marketing Strategy
Electronic Arts (EA)

12:25 PM – 12:50 PM

Session TBD

12:50 PM – 1:50 PM

Networking Lunch


1:50 PM – 2:15 PM

The Future of Retail

The pandemic has accelerated the shift to eCommerce for many businesses & with it the bar for omnichannel excellence has been raised with transactions increasingly taking place away from the traditional storefront. Yet at the same time people expect hyper convenience: fast & flexible delivery options, ease of transacting with mobile wallets, buy now pay later services and an efficient yet sustainable return process…reconciling inventory, fulfilment, marketing and attribution has never been more complex.  Join Anita Caras, Director of Insights at Yahoo as she delves into the myriad of Yahoo’s first party data signals & proprietary data to discuss the Future Of Retail.

Director of Insights EMEA
Yahoo
In Partnership With:

2:15 PM – 2:40 PM

Keynote - Shaping the Future - Lessons from a 155-year-old brand

This keynote will answer these four questions:

  • 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 UK

2:40 PM – 3:05 PM

Session 9 - Will be announced soon

European Head of Creative Strategy
Snap Inc.
In Partnership With:

3:05 PM – 3:30 PM

Networking Break


3:30 PM – 3:55 PM

Harnessing the power of brand and mass personalisation to drive business performance

This keynote will deliver these fur take-aways:

  • Mass personalisation and content first thinking can help you innovate in how you communicate to customers.
  • Turbo charging your activity with content that amplifies your brand purpose (even in a pandemic) can be highly effective.
  • Greater use of first party data and mass personalisation can help drive not just online performance but in store footfall as well.
  • A powerful combination of brand investment and performance marketing both with mass personalisation at their core can create a powerful and effective cocktail in the marketing mix.
CMO
Boots

3:55 PM – 4:10 PM

Identifying the marketing capabilities that deliver Winning Marketing Organisations

The proliferation of new channels, platforms and technologies has significantly changed the environment in which marketers operate. Over the last few years, MMA’s Marketing Organization Structure Think Tank (MOSTT) has set out to rethink the world of the modern marketing organization; seeking to identify best practices and trends that will help marketers accelerate performance and business growth through building marketing capabilities and organizational design.

Managing Director, EMEA
MMA

4:10 PM – 4:35 PM

‘Retention”

Here's the context - COVID was a simply different life changing opportunity different in size but not in type – it happened to everyone at once. Pivoting at times of change to target new consumers to repeat purchase; activity proven to be successful in retaining consumers. Challenge to principle of how brands grow – is the leaky bucket, just the consequence of lack or very broad or no real targeting in the last 50 years? New channels, consumer behaviour, new technology – leads to new approaches and potentially a rethink of growth.

 

Three key takeaways from the session will be:

  1. How COVID impacted our growth model & the leaky bucket.
  2. How we have applied a new media approach to retain new consumers.
  3. How this challenges the principle of how brands grow.
Growth Strategy & Insight Director
Nomad Foods

4:35 PM – 4:45 PM

Closing Remarks

4:45 PM – 6:15 PM

Networking Drinks


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