Our previous breakfast event, Think Like A Brand, Act Like A Publisher, explored how brands can adopt a publisher’s mentality to create impactful, purpose-led content. But what comes next? You’ve established the strategy, you’re producing the right content – now how do you get people to see it? How do you reach and engage new audiences, not just existing ones? And how do you ensure your owned, earned and paid media are all working together in perfect harmony?
KEYNOTE: ‘The Most Influential CMO in the World’, Keith Weed Keith will share what he learnt from his 35 years at Unilever, as well as covering hot topics such as personalisation, short-termism, the rise of D2C, influencer marketing and how to create a robust marketing strategy that gets results. He’ll also lend his perspective on the evolution of content marketing, the top 5 challenges for marketers and how they can be addressed, and what the future holds for the industry.
PANEL 1: Amplify Your Content You’ve established a great content strategy, but how do you get the right people to see it? In this panel discussion we’ll explore how to create authentic content that resonates with new audiences and keeps your current customers loyal and engaged.
Moderator: Caroline Marshall, former editor Campaign Panelists: Ian Colvin, Global VP Digital Marketing, Pepsi Lipton; Georgie Harmel, Senior Digital Marketing Manager, Bayer; Lee Thomas, Head of Content, Dyson; Athar Naser, Platforms Director, Green Park Content
PANEL 2: Content to Commerce How to drive significant revenue through your content strategy. Our panel will discuss how to transform your marketing efforts into a lucrative cost centre, and how a content to commerce strategy can win you ultimate brand loyalty.
Moderator: Clare O’Brien, Head of Effectiveness & Performance, ISBA Panelists: Estelle Giraudeau, MD UK & Northern Europe, Club Med; Joel Palix, ex-CEO Feelunique & Clarins Group; David Beebe, Emmy, Cannes Lions, and James Beard Award Winning Branded Entertainment Producer & Storyteller-in-Residence at Unilever
MD UK & Northern Europe, Club Med
Global VP Digital Marketing, Pepsi Lipton
Senior Digital Manager, Bayer
Ex-CEO Feelunique.com & Clarins Group
Head of Effectiveness & Performance, ISBA
CEO & Chairman, Green Park Content
Former Editor Campaign
Branded Entertainment Producer, Storified Brands
Head of Content, Dyson