Tuesday, July 21, 2020
Platform Opens
Welcome from MMA
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
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
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.
In Partnership With:
Lunch and Networking break
Visit Virtual Exhibit Hall and Resource Center
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.
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?
In Partnership With:
Networking break
Visit Virtual Exhibit Hall and Resource Center
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:
- Creating new disruptive value networks.
- Reframing future value-based objectives specifically around consumer behaviour.
- Examining how big companies seek to create innovative business models that are both adaptive and resilient.
- Developing partnerships can drive faster growth
- Exploring the stewardship of the environment - B Corps and the B Economy
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.
Leaderboard Winner Announcement & Close
Wednesday, July 22, 2020
Platform Opens
Welcome from MMA
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)?
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. |
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
Networking Break
Visit Virtual Exhibit Hall and Resource Center
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.
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.
Lunch and Networking break
Visit Virtual Exhibit Hall and Resource Center
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
In Partnership With:
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.
