Business transformation is more than just digital, it involves a holistic view of the brand proposition. Learn how Philips used customer data to reconceptualize their product offering from individual sales to a subscriptions/service model. What were the proof and pain points? What needed to change organizationally for the company to be fit for 21st century CX and stay relevant?
SVP, Head of Digital Marketing & E-Commerce, Philips
We currently have 4 generations playing a significant role in culture (boomers, Xers, millennials and Gen Z). Although each has a role, the cultural conversation is being driven not only by millennials but by the newest generation entering the scene, Gen Z.
Join a discussion with top leaders across Marketing, Media and Technology who are leading the charge in disruption and innovation. The group will dive in to how we connect with audiences today and tomorrow, and the biggest challenges and opportunities they face on a daily basis.
Consumer marketing is undergoing a massive transformation. Upstart direct-to-consumer (DTC) brands are challenging the status quo with strategies relying heavily on digital channels to package products and experiences that resonate with the consumers.
The DTC playbook over the past few years has disrupted dozens of categories from male grooming, mattress and makeups to tele-dentistry, genetic testing, rentals, and recruiting, and helped capture major market share away from iconic brands with decades of investment in traditional marketing and distribution channels.
Witness a spirited discussion on stage among top executives at major DTC brands and learn how to revive your brand strategies with the new rules of consumer marketing.
Generation Z. We’ve all heard of their growing influence, but are brands adjusting and evolving to truly capture their attention? With so much buying power in the marketplace ($44 billion to be exact), brands must get creative in how they market to them. Hear from a panel of clients and their experiential partner, We’re Magnetic, on how top brands execute experience-first marketing strategies to cater to the biggest and most diverse generation of consumers to date, and how other brands can benefit from the same approach.
The advertising ecosystem is more complex than it’s ever been, and for sellers, that means keeping up with more players, putting more irons in the fire and staying ahead of new trends in media, technology, advertising and beyond. Three new business professionals at the top of their game will share a day in their lives, shedding light on the weapons in their sales arsenal - from new-school technology to old fashioned prospecting and sales techniques - that help them cut through the clutter and win new business with major brands.
Next year, Gen Z will represent almost a quarter of the workforce. With that comes an expectation that their employers have a social and environmental stance on issues. Hear first hand feedback from a panel of Gen Z employees and their social good expectations of their employers.
A conversation on what it looks like for brands to actually engage and empower our generation -- not just to say that they do. This will center the idea that actions speak louder than words, and that specific campaigns with dollars behind them have made waves with Generation Z.
The trend is undeniable: marketers want a unified, reliable view of their customers. Enter the customer database platform (CDP). Data is pulled from a variety of departments, including operations and customer support as well as marketing and sales. The result? A complete picture of each customer that enables the creation and execution of personalized customizer experiences. Is marketing nirvana finally here? Hear how companies are implementing CDPs and what they are learning in the process.
See how brands such as Hotels.com have embraced Realeyes emotionAI to enable them to be more creative, iterate faster, and deliver more targeted messages than ever before. Rather than replacing human creativity, AI is used to inform marketing decisions at the speed and scale that the market demands. Join Tina Gaffney from Realeyes and Alice Chen from Hotels.com as they share how AI is maximising the appeal of their ads.
Student voters played a critical role in the 2018 election and their presence will be felt even more in 2020. In this session, flytedesk Founder & CEO, Alex Kronman, will unveil new data underpinning the power, influence, and preferences of this untapped demographic. He’ll be joined by CP+B Partner & Chairman Chuck Porter and Vote.org CEO Debra Cleaver to discuss how student voters impact elections and why brands should take notice.
The concept of masculinity is a changing dynamic in today’s culture, where brands and companies are responding by focusing on men’s mental health and well-being, both in terms of marketing and their social impact.
Marketing campaigns like Gillette’s “The Best Men Can Be” and Dove’s “Modern Men” push for a broader, more inclusive representation of men. Brands like Keeps, Harry’s, Hims, and TomboyX aim to have their brands reflect and products the spectrum of masculinity. Corporations like Amazon, Starbucks, and SweetGreen provide equal parental leave. Mental health startups like Headspace, Sanctus, and Lyra Health supply resources to increase productivity and empathy. Consultants like GenderWorks and White Men as Diversity Partners empower men with the tools to be allies and co-changemakers within their own organizations.
Ben & Jerry’s describes itself as “an aspiring social justice company.” CEO Matthew McCarthy will explain what that means, and how the company has evolved from philanthropy and community involvement to business activism. See how Ben & Jerry’s turns its fans (consumers) into activists, attacks big issues like criminal justice reform, and builds brand loyalty along the way.
In candid conversations with celebrated founders, investors, and innovators, we’ll identify the core tenets of what makes the DTC approach so successful and how legacy brands can implement these strategies into their existing structure. We'll explore how established brands drive growth, innovation, and loyalty through leveraging the "direct-to-consumer" model.
Just after the 2016 election, an anonymously run Twitter account named Sleeping Giants urged people to collect screenshots of ads on Breitbart and then questioned brands about their support of the site – correctly guessing that many companies did not know where their digital ads were running. Though we live in an era where facts feel ever more ambiguous, our connected world also means we live and work in glass houses where the truth is often front and center. We’ll hear the story of Sleeping Giants, and explore what our changing world means for increasing brand transparency and accountability.
Worldwide Chief Creative Officer, Grey