Fads, Fashion and Effectiveness: how brands really grow

On Friday 23 March at BAFTA, 195 Piccadilly we assembled some very big thinkers who gave us their view of what’s really working for brands and how to innovate without becoming a marketing fashion victim. Our impressive line-up included a keynote from Professor Byron Sharp, Director of the Ehrenberg-Bass Institute of South Australia and author of 2011’s top marketing book ‘How Brands Grow: What Marketers Don’t Know’. We also heard from Martin Weigel, Head of Planning at W+K Amsterdam, Richard Huntington, Director of Strategy at Saatchi & Saatchi London, Sue Unerman, Chief Strategy officer at MediaCom UK, Jon Goldstone, until recently Group Marketing Director of Premier Foods, Stuart Sullivan-Smith, Chief Strategy Officer of MEC Global, Jo Blundell, Chief Marketing Officer at Burger King, and Dominic Grounsell, Personal Marketing Director at RSA Group.

If you weren’t able to come along or access our live webcast, you can catch up with all the action by watching the event on-demand, right here.

You can of course watch the whole thing, or just move the play head to the bit you want to view based on the timings below.


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Your on-demand sessions include

00:00:00 – 00:08:49
Welcome
Tess Alps, CEO of Thinkbox, introduced the topic of the morning.
00:08:49 – 00:29:45
Targeting: what marketers don’t know
Our keynote speaker, Professor Byron Sharp of the Ehrenberg-Bass Institute of South Australia, shared his wisdom on the issue of targeting customers. What’s the evidence for what really makes brands grow and how should marketers approach the topics of acquisition, loyalty and retention?
00:29:45 – 01:01:50
Nailing engagement
Motherhood, apple pie and engagement. Everyone brand wants some it seems and every agency and media-owner thinks they offer it. Martin Weigel, Head of Planning from Weiden+Kennedy Amsterdam, put engagement through its paces.
01:01:50 – 01:29:18
Panel debate and Q&A
Panel included: Jon Goldstone, until recently Group Marketing Director of Premier Foods, and Stuart Sullivan-Smith, Chief Strategy Officer of MEC Global, plus Professor Byron Sharp and Martin Weigel, chaired by Tess Alps.
01:29:21 – 02:04:13
Buzz-word Bingo
Sue Unerman, Chief Strategy Officer of MediaCom UK and Richard Huntington, Director of Strategy at Saatchi & Saatchi London, got a few things off their chests.
02:04:27 – 02:27:09
Panel debate and Q&A
Panel included: Jo Blundell, Chief Marketing Officer, Burger King, and Dominic Grounsell, Personal Marketing Director RSA Group, plus Sue Unerman and Richard Huntington, chaired by Tess Alps.