A fantastic opportunity to explore new possibilities through debate and discussion in seminars and with Suppliers. Exhausting yet energising - an essential 2 days in any marketers diary who really want to improve their brand proposition and delivery.
Sarah Howe, Chief Marketing Officer
Bupa
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Conference Programme
The process of creating the conference programme is based upon a dialogue with the people who know best.
Clients tell us what subjects they would like covered and, assuming there is sufficient demand, we cover them.
Clients review our proposals and, where necessary, help us to improve them.
Clients help us to select the right speakers for each subject. We use only acknowledged experts as speakers and moderators.
We are currently in the research phase of the 2009 programme. Please contact us if you would like to contribute to the programme, either with ideas for content or as a speaker.
Keep an eye on this space for 2009 opening keynotes and sessions. If you can't wait until then, see below for an overview of our 2008 programme.
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2009 Keynote
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| Elite Performance Director, British Olympic Association |
| Sir Clive Woodward |
As the architect of England’s greatest sporting achievement since the 1966 World Cup victory, Sir Clive Woodward’s visionary approach to ‘winning’ has captured the imagination of the sporting world.
But it’s not only in the field of elite sport that Clive’s principles have proven to have particular resonance. The philosophies inherent in the development of high performance teams are the result of cross-pollination of ideas from Clive’s experience of business and sport.
The qualities that identify a leader are common to both business and sporting environments. The ability to think correctly under pressure is as key to success in the boardroom as it is in the cauldron of a sell-out international fixture. Clive’s success lies in his ability to communicate and instil often challenging ideas with a practical and proven methodology.
Leadership, teamship and partnership have been at the heart of Clive’s success and in this keynote presentation delegates will gain a fascinating and inspirational insight into what it takes to be the best.
As the next chapter unfolds, Clive’s continued quest for excellence in everything he does sets him apart as an individual driven by a passion to succeed. It’s a compulsion, which cannot fail to inspire. |
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Highlights from Past Conference Programmes
Sustaining Success
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| Keynote |
| Mark Price, Managing Director, Waitrose |
Over the course of this keynote presentation, Mark Price will explore how the John Lewis Partnership's unique business model provides a framework for sustainable growth - respectful of communities, customers, suppliers and Partners.
He will talk about his successful 25 year career at the Partnership from Graduate Trainee to Managing Director at Waitrose, including his role in developing the first marketing strategy for Waitrose and the challenges that came with it.
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A Cool Look at Global Warming
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| Keynote |
| Rt. Hon. Lord Nigel Lawson |
Former Chancellor of the Exchequer Nigel Lawson is an internationally esteemed economist and renowned statesman. He is currently Chairman of the Central Europe Trust, an advisory and private equity firm specialising in Central and Eastern Europe. He is also a past President of the British Institute of Energy Economics.
Most recently his major focus of interest has been the economics and politics of climate change and the consequences for businesses around the world.
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Virgin Galactic - the dream becomes reality
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| Conference Session |
| Will Whitehorn, President, Virgin Galactic |
Will Whitehorn, President, will outline the progress in developing the world's first private sector space launch system which will be capable of carrying humans, science and satellite payload technology into space.
In his presentation, Will will outline specifically the marketing issues of such a massive groundbreaking project, and how Virgin Galactic have overcome them, |
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Things I'll need to Know Five Years from Now
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| Conference Session |
| Andrew Marsden, President, The Maketing Society & Andrew Marsden Consulting |
The Olympics will have been and gone. The credit crunch will have worked its way through the global economy. The economic pressures will be no less, hard lessons will have been learned.
What will our world look like for marketers in 2013?
We have asked Andrew Marsden, one of the UK's best known and respected marketers to reflect on what senior marketers will need to know in 2013. What new skills will need to be mastered, what elements will remain timeless and frankly what will be redundant?
Sometimes whimsical, often controversial, but always thought provoking, Andrew will assert what will be on the minds of senior marketers in five years’ time.
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Green & Black’s – from niche organic to premium mainstream
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| Conference Session |
| Mark Palmer, Global Brand Director, Green & Black's |
When Mark Palmer first joined Green & Black’s in 2001, he inherited a brand with strong health food roots and sales of £3m. Today, Green & Black’s is the leading premium chocolate bar brand in the UK with sales in excess of £60m and is poised for global expansion. Mark will share his first-hand experiences of managing the Green & Black’s over the past seven years.
Mark will cover:
- How Green & Black’s was strategically repositioned for growth
- How Green & Black’s adopted a ‘discovery-based marketing’ approach
- How Green & Black’s shuns conventional research in favour of live market testing and the intuition of its key staff members
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The Concept of Commercial Acceleration
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| Conference Session |
| Scott Garrett, Head of Marketing, Williams F1 |
While individuals and markets develop at different speeds, it’s very clear that there has been an acceleration everywhere in the pace of global change
We can see how that affects us all, both personally and in our business.
Acceleration can be a threat or an opportunity, depending on how we respond to it. The question is not just how we keep the lead but also how we increase the gap. Our independence and our can-do attitude - the basis of our DNA - shine more at a time of change, and set us apart from the competition.
If we have these qualities.
That matters, because we need agility more than ever. We are experiencing the challenge that change brings on a multitude of fronts: among our clients, their consumers and our competitors.
Though we talk about needing to accelerate faster and to be more agile, we need to understand the inherent conflict between these two concepts and develop strategies about how to handle and profit from that conflict.
Using lessons from Williams F1 - the world’s most successful independent Formula One team and a super-fast business in all senses - Scott will illustrate these concepts and share ways to put them to work for you, whatever your line of business.
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Profitability, Accountability, Creativity and You – 20 tips for balancing personal and corporate values
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| Conference Session |
| Professor Robert Shaw, Cass Business School |
You probably aren’t in marketing because you like arithmetic, addition and algebra; but you probably are under pressure to demonstrate the value or ROI of your creativity; and your team are probably feeling these pressures too. So how are the savvy marketing people and their teams responding to these pressures?
This session offers 20 practical tips from over 100 organisations, based on a seven year research programme on working practices in marketing and the marketing-finance relationship. It will help you identify better ways of managing yourself, your team and your relationships with finance and other departments.
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Digital Excellence for B2C / B2B
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| Conference Session |
| Danny Meadows-Klue |
Straight-talking practical advice about how to get your online consumer marketing right.
Most consumer brands still struggle with the web, and Danny’s session delivers ten performance leaps you can apply straight away. He examines the models for how to fit online smartly into your marketing mix, boosting brand metrics, and cleverly generating sales either online or offline. How do you build buzz on Facebook, leads from Google, engagement with content, or intimacy in relationship marketing?
Enjoy striking creative, practical tips and a roadmap for increasing the effectiveness of the budgets you already spend – all from one of the world’s leading digital marketing coaches. This executive level Digital Marketing Academy includes a best practice booklet.
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Ethical Marketing and the Conscientious Consumer
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| Conference Session |
| Chris Arnold, Chair, DMA Council |
As more and more businesses are awakening to the need to position their brands as ethical, how can you navigate what is a complex and constantly changing area? How do you define the correct ethical values? And how can you identify and target the right consumer mindset?
Join Chris Arnold, leading expert and author of the soon to be published 'Ethical Marketing and the Ethical Consumer', as he covers:
- People, planet and the bottom line – the ethical conflict
- The Ethical Wheel – understanding and identifying different ethical values that sell
- Understanding and identifying different ethical values that sell
- Looking beyond just green – humanitarism vs planetarism
- Understanding and identifying different ethical consumer mindsets
- How to avoid 'greenwash' and being a victim of 'brand terrorism'
- The Ethical Price Index and People vs Planet surveys – what the results tell us
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Social Media for B2C / B2B
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| Conference Session |
| Marc Wright, Publisher, Simply-Communicate.com |
The history of marketing in the 20th century has been anchored in control: controlling the creative, controlling the media, controlling your reputation and controlling your brand.
Those days are over.
Consumers can hijack your creative, blogs, forums and YouTube are rewiring media channels, and your reputation is no longer determined by what you say but what you do – or are seen to be doing. Your B2C brand is slipping into your customers’ hands.
In this presentation, using case studies and online examples specifically for B2C brands, Marc Wright describes your two options. You can ignore the new landscape or you can join the conversation.
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How to Engage Consumers on CSR (without looking like a liar, jumping on the bandwagon or drowning in 'greenwash')
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| Conference Session |
Mark Line, Managing Director, Csrnetwork,
Alex Hess, Associate, Csrnetwork |
With 80% of consumers now reporting they distrust the endless stream of CSR communications they are fed (MORI 2008), the need to successfully meet consumer demand for responsible businesses is imperative.
This session is about 'joining the dots' between effective, substantial CSR practice and effective, differentiating CSR communication - founded on truth. It shows how a less-myopic view of CSR allows strategies that will appeal to the consumer and do the most good to be developed and communicated.
The process ensures that, ultimately, marketers from both B2C and B2B organisations have genuine, substantial CSR messages which have been developed specifically to address their consumers' and clients’ concerns.
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Give yourself a Marketing MOT
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| Conference Session |
| Tony Lindley, MA (Oxon) FCIM FRSA, Senior Member, Chartered Institute of Marketing Faculty |
Have you checked recently whether your planning mechanism is fully effective? Can you benchmark yourself against your competition? Some of the traditional tools you have been using might need a good "service", if not a complete overhaul.
This a practical and interactive session to explore what gaps you might have, & suggestions about how to fill them. You'll come away with a checklist to carry out your own check when you get back to the office - and therefore be better prepared to meet the challenges ahead.
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Transforming Data into Competitive Advantage Easily and (Relatively) Cheaply
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| Conference Session |
Anton Dominique, Strategy Director, London School of Marketing
Jacques de Cock, CEO, BQu |
Market(ing) Intelligence is the key critical point of strategic thinking.
However, actual information management has become both more difficult (too much information to go through) and easier (more powerful tools and lower cost).
Also, most marketers are often still relying on paid-for generic reports and use the information untested and unchanged. This is not only expensive, but provides poor usable information to lead actual sales and marketing efforts.
This presentation will show how Data can be transformed into Competitive advantage more easily and cheaply than most people think is possible. The key is for companies to develop unique insights on their business based on factual information rather than anecdotal stories and historical often untested “gut feel”.
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