THE CMA SUMMIT 2019

HOW THE CONTENT MARKETING INDUSTRY USES TECHNOLOGY AND HOW OUR INDUSTRY BENEFITS FROM TECHNOLOGICAL ADVANCES

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CMA Summit 2019

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Do you want to find out more about the current Content landscape?

Seek advice on how to create and measure if effectively?

Do you need to know who to talk to? And what to brief?

Then spend the day hearing from our leading influencers from the media, marketing and social worlds. Arm yourself with the knowledge and your own year of Content could lead to winning an International Content Marketing Award.

Our speakers offer a vast and diverse wealth of knowledge and experience. And now they are going to share this expertise at the day-long event. Book your seat now for the Curzon cinema, Soho, London.

Our growing list of speakers include key representatives from Lloyds Banking Group, Drum, Verizon Media, The FA, Fanbytes, The Body Shop, MediaCom, LinkedIn, ISBA, Future plc, News UK and many more!

Date: 28th February 2019
Venue: The Curzon Theatre, 99 Shaftesbury Ave, Soho, London W1D 5DY

 


KEYNOTE SPEAKERS

  • ANNA WATKINS
  • THOMAS KOLSTER
  • LAZAR DŽAMIĆ

Anna Watkins is UK Managing Director of Verizon Media, the global media and technology company. Anna is responsible for driving the UK business with its unique offering of quality content and powerful technology platforms. As well as its premium editorial and consumer brands like HuffPost and Yahoo News, Sport, Finance and Mail, the company also helps businesses achieve their commercial objectives through global partners like Microsoft, an in-house branded content division RYOT Studio - which bridges content and technology to build engaging consumer experiences - as well as unified, powerful ad platforms for advertisers and publishers.

Previously, Anna launched Guardian Labs, the branded content arm of The Guardian, as its first Managing Director and before that was MD of Initiative UK.

Thomas is an award winning marketing and advertising professional with more than 15 years of international experience. He’s one of the early pioneers in the do-good space with a global sustainability track record. His proprietary Goodvertising methodology has helped transform and reconnect brands with people and planet creating renewed brand love and profitability

Lazar Džamić is a lecturer in Digital Marketing at the Faculty for Media and Communications in Belgrade (FMK) and one of the foremost brand and marketing strategists in the region, with more than 20 years of strategic marketing experience in one of the most competitive markets in the world.

He is a former Head of Brand Planning in Google's creative think tank ZOO in London, where he created the strategy team and introduced to the industry two of the world’s first Creative Data Scientists. His mission at Google was to ‘turn light into heat’: a vast amount of Google data into surprising and deep insights for creating great brand stories. Prior to Google, he also served as a Strategy Director in several London creative agencies and was one of the first digital strategists in the United Kingdom. He worked on campaigns and programmes for some of the UK’s most loved brands such as Tesco, John Lewis, Waitrose, Virgin Holidays, Nando’s etc.

After his return from London, Lazar is a much sought-after trainer for digital marketing transformation, working with some of the biggest local and regional clients such as Telenor, Mercator, Adidas, Erste Bank and others. He is also a member of the Serbian Prime Minister’s Creative Council, advising on aspects of developing Serbia’s creative sectors.

He is the creative industries consultant for The European Bank for Development and Reconstruction, trainer at the regional PwC Academia, an ex-journalist, contributor to The Guardian and also a best-selling non-fiction author in Serbia. He is a regular speaker at global and regional conferences on topics of digital marketing and brand storytelling.

His latest book, The Definitive Guide to Strategic Content Marketing was published by Kogan Page in July 2018.


AGENDA

9:00 - REGISTRATION
9:30
- OPENING REMARKS
10:00
- KEYNOTE 1 - LAZAR DZAMIC
10:20
- PANEL: CONTENT AGENCY OF THE FUTURE
11:00
- BREAK
11:45
- PANEL: DATA & TECHNOLOGY: DELIVERING VALUE
12:35
- KEYNOTE 2 - ANNA WATKINS
13:00
- LUNCH
14:00
- PANEL: EFFICACY
14:45
- KEYNOTE 3 - THOMAS KOLSTER
15:10
- PANEL: PURPOSE vs PURPOSEWASH
16:00
- NETWORKING
17:00
- FINISH

PANEL SESSIONS

CONTENT AGENCY OF THE FUTURE

PANEL
Leo Harrison
, Founding Partner, OLIVER
Christine Beardsell, CCO, C3 Creative, Code & Content
Tom Curtis, Managing Partner, MediaCom Beyond Advertising
Luke Southern, MD, DRUM
Mark Stephens,
Executive Storytelling, Lloyds Banking Group

MODERATOR
Lazar Dzamic, Author

The content agency of the future panel will set the scene for the whole day, however primarily it will be a discussion about the “Why” of Content Marketing, the reason it exists and the problem it solves. The panel of experts will discuss where the industry is heading, which helps tie in the other panels:

  • The rise of data & technology as part of client driven budget shifts to performance marketing.
  • The importance of efficacy because of the vast amount of content being produced and why the majority is failing to have an impact
  • The purpose of content and the wider discussion about the role of business in society and the importance of trust.

  • Other key discussion points of the panel are:
    PR being the content business of the future: Where more editorial content creation consolidates digital, social and PR
    Salesforce: the ad agency of the future: The platformisation of marketing
    Next generation entertainment companies: Advertising meets entertainment for the creation of cultural products
  • Lazar Džamić - Author
  • Leo Harrison - OLIVER
  • Christine Beardsell - C3
  • Tom Curtis - MediaCom
  • Luke Southern - DRUM
  • Mark Stephens - Lloyds

Panel Moderator

Author: The Definitive Guide to Strategic Content Marketing (with Justin Kirby). Consultant for European Bank for Reconstruction and Development. Lecturer at the Faculty of Media and Communications, Belgrade. Planning director, brand/CRM strategist on award-winning accounts such as Visit Wales, Waitrose, GAP and Glenfiddich

A founding partner of the OLIVER Group. A specialist in designing, building and managing in-houseagencies for global brands. Recognising that brands work in a challenging environment. We allow ourclients to work in real time, creating better work, at pace.

Christine is the Chief Content Officer of C3 Creative, Code and Content, where she leads and drives strategic, creative and product excellence across the group; working with a European-wide team of strategy, creative and content experts to keep on top of industry trends, drive innovation and share the agencies collective knowledge through thought leadership.

Previously, Christine was Managing Partner at the Creative agency Fold 7, where she saw great success working on flagship brands such as Carlsberg; where she and a team worked to re-envision and re-launch the brand across the integrated campaign “The Danish Way”; driving all advertising, social media and content initiatives to help premiumize the brand.

Before Fold 7, she successfully launched and built multiple content agencies within large agency groups; creating award winning programmes like O2 Guru TV and Open Forum from American Express along with Small Business Saturdays (Cannes Grand Prix winner).

Managing Partner, Head of MediaCom Beyond Advertising

With over 20 years’ experience, Tom joined MediaCom way back in 2000 with an art degree and a 2-year stint at another agency under his belt. Since then he’s had five very distinct roles: Planner, Head of Visualisation, Joint Head of MediaCom Create, Creative Director and now Head of MediaCom Beyond Advertising UK.

As a merged UK and Worldwide department specialising in content creation, production and optimisation, the 75-strong MBA London team is responsible for the delivery of projects for both local market and international clients. It comprises experts in partnership production, events and experiential, original content, dynamic digital advertising, influencer marketing, organic social, SEO, editorial and performance content.

Alongside his work at MediaCom, Tom’s also a published author with over 170k followers on the Instagram he runs with his two kids: @thingsihavedrawn

 

Luke is Managing Director of DRUM, Omnicom Media Group’s award-winning branded content agency that helps ambitious brands create their own cultural signals; things with real value for people that cut through the clutter.

Prior to DRUM, Luke held senior marketing positions at Virgin Media, PlayStation Europe and Sony Music spending the last 17 years communicating the stories of some of the world’s leading entertainment & consumer brands.

Luke has led the business through a period of creative growth winning a bunch of awards on the way including Content Agency of The Year 2018 and Cannes Lions for creative effectiveness - ranking DRUM as the most awarded content agency in the Media & Entertainment categories in 2017.

Executive Producer in the newly formed content marketing team Storytelling launched within Lloyds Banking Group (LBG). Our role is to use content – in its many forms – to Reflect the fantastic projects undertaken within Group Transformation and LBG, Reveal how we are transforming to provide the best possible bank for customers, and to Reimagine the way we design and deliver customer journeys and experiences in order to Help Britain Prosper. Storytelling is a mixed media team consisting of writers, filmmakers, storyboarders, designers, animators and motion graphic artists embedded into the heart of Britain’s largest retail bank.

DATA AND TECHNOLOGY: DELIVERING VALUE

PANEL
Georgina Lewis
, Head of Marketing, The FA
Timothy Armoo, CEO, Fanbytes
Bian Salins, Content Marketing Lead, LinkedIn
Justin Kirby, Author

Moderator
Ryan Skinner, Forrester

With client-driven budgets shifting to performance marketing driven by data and tech and the rise of ad-blocking/ad avoidance and re-targeting, there is a trend of consumers growing weary of being bombarded by digital ads. Content can be seen as the better promise than the interruptive advertising if the data and technology is being used to deliver more efficient successful content through A/B testing and understanding the audiences. This enables brands to connect to consumers at many more points along the customer journey, which forces the brands to really think about what they’re delivering and how.

So which data is being used well and what technology can brands and agencies alike use to fully engage with their target audience? Our panel will discuss all of this and more.

Is personalised content based on data and tech working as well as we were all promised? Clearly, it can help brands better target their advertising and messaging, but what is the value exchange for customers having sacrificed their privacy in return.

  • Ryan Skinner - Forrester
  • Georgina Lewis - The FA
  • Timothy Armoo - Fanbytes
  • Bian Salins - LinkedIn
  • Justin Kirby - Academic

Ryan primarily contributes to Forrester's offerings for B2C marketing professionals. He analyzes how marketers should pivot from campaign- and channel-focused strategies to content- and customer-focused ones. In this context, Ryan leads Forrester’s research on content marketing, content strategy, customer engagement, and content intelligence for marketers.

Georgina joined The FA 2 years ago at pivotal time for the organisation as it embarked on a digital transformation journey to create new ways to enable football and engage with fans. Georgina’s remit includes marketing for the England teams, the Emirates FA Cup, as well as the focus on doubling women’s football. Prior to The FA, Georgina spent 13 years at Microsoft with the latter half of her time there dedicated to digital and social

Timothy Armoo is the 24 year old CEO of Fanbytes, a mobile video advertising platform helping brands like Warner, Apple Music, and Sony reach teens through Snapchat and TikTok influencers. Fanbytes's campaigns have seen themselves featured in Forbes, Huffington Post and The Times with Forbes describing them as "rewriting the rules of social for Gen Z". Fanbytes is Timo's 3rd company, having started his first company at 14 and selling his second company at 17-year-old.

Bian Salins is a journalist by background. Having started her career working for one of India's first online ventures, Rediff.com and then as Associate Features Editor for ELLE INDIA - she grew a love for social, content and using digital technologies to drive business change. She has led social and content strategies and delivered change for the likes of BT, NOW TV at Sky, Capgemini, TSB and is also training to become a programmer. In her current role, Bian leads a team of content consultants for EMEA who help LinkedIn’s top tier clients with their content marketing strategy.

Justin Kirby, academic, consultant and co-author of The Definitive Guide to Strategic Content Marketing (2018)

Justin is a consultant, writer and speaker with a 20+ year career in industry as a digital strategist, producer and entrepreneur. He has been writing about the impact of interactive tech- nologies on business and marketing since the early 1990s, and his books include Connected Marketing: The viral, buzz and word of mouth revolution (2005) and the Best of Branded Content Marketing (BOBCM) series he conceived and has been curating since 2013.

Justin chairs and speaks at conferences around the globe, judges awards, consults brands and agencies, and lectures regularly on a wide range of ad- vertising, business, design and marketing degrees.

CONTENT EFFICACY

PANEL
Dan Davey
, CEO, Progressive Content
Brooklyn Bateman, MD, infogr8
Nina Nørgaard Jacobsen,
CEO, biites
Claire O'Brien
, Head of Media Effectiveness, ISBA

MODERATOR
Clare Jonik,
Content Marketing Director, Future Fusion

There is a lot of confusion in the industry about how to measure content, which is why we set out last year to address this with our special interest Measurement Group. Part of the confusion is to do with content being seen by some as a discipline that is distinct from other marketing efforts, rather than a philosophy that puts the customer at the centre of everything.

Now, more than ever, content marketing needs to find a repeatable and robust method for measuring the value delivered to clients. Our panel will discuss this and how it ties into creating purposeful content that successfully proves its effectiveness. As Havas say in their Meaningful Brands research “Content delivered by brands is underperforming to such an extent that it’s having little impact on business results or people’s lives. 84% of people expect brands to produce content. Yet 60% of all content created by brands is poor, irrelevant or fails to deliver.”

  • Clare Jonik - Future
  • Brooklyn Bateman - Infogr8
  • Nina Nørgaard Jacobsen - Biites 
  • Clare O'Brien - ISBA
  • Dan Davey - Progressive Content

Having lived and breathed marketing from the very start of her career, Clare developed, launched and led strategic marketing ambitions (with amazing results) for some of the UK's largest brands including EE, eBay, Universal to Virgin Holidays, Sky, Tesco and Audi.

Brook is currently MD of infogr8, an insight led visual content agency. A versatile and results-driven marketing professional with a broad range of experience, both agency and client-side and internationally, Brook is an active member of the CMA measurement committee.

Nina Noergaard Jacobsen is the CEO and founder of biites.com, a Danish based international content platform that distributes long-form branded content film and series and advertiser funded programs. Nina is responsible for the business development and strategy for biites. Biites is a platform that collects and displays the best in branded content film and delivers high view-time and engagement. The platform kicked off in the Nordics and is now moving into new markets with clients such as Carlsberg, Momondo and other both private and public brands. The brands distributing on biites all have a great stories to tell and at biites, viewers and brands are brought together around their common interests. Nina also works with both brands and production companies to help create the next generation of AFP programs and long-form branded content film.

Previously, Nina was head of business development, marketing and communications in a number of professional service firms.

Clare O’Brien, Head of Media Effectiveness and Performance for ISBA (Institute of Standards for British Advertisers), has a lifelong background in marketing and publishing. Most recently she held the post of Head of Industry Programmes at the IAB where she also led the Performance Marketing, Content & Native and Search Councils.

At ISBA, Clare leads industry media Steering and Working Groups, including Insight & Effectiveness, Performance and Programmatic. These groups devise and deliver principle work streams such as research, best practice, standards and guides, designed to influence, shape and industry changes from the perspective of the advertiser.

As a media practitioner, she led the agency team that launched AOL in the UK and subsequently co-founded one of the very early Content Strategy Consultancies, CDA, focused on developing digital content frameworks. At the IAB she worked with members to produce standards, events, research, training and education materials and industry guidance. Her practice work includes planning, producing, training and mentoring and her extensive client list included The BBC, BP, CIPD, Epson, TUI, P&G, Orange, RBS, Barclays, Innovene, and The King’s Fund.  

Dan is CEO and Founder of Progressive Content, the UK’s leading specialist B2B content and technology agency.

As a hybrid ConTech business Progressive offers both full-service content marketing services, alongside technology enabled agile campaign solutions through its proprietary Content Cloud® platform.

More recently it has extended its offering to include the building of customised end-to-end enterprise content platforms for major blue-chip firms. Through its Knowledge Bank and Agency Studio propositions, Progressive enables businesses to transform how they create, manage and distribute content, so they can connect with customers at speed and at scale. Clients include RBS, ICAEW, Investec, KPMG and UNUM.

 

PURPOSE VS PURPOSEWASH

PANEL
Thomas Kolster,
Founder & Creative Director, Goodvertising
Jessie Macneil-Brown,
Head of Global Activism, The Body Shop
Helen Job,
Head of Insight, TCO London
Pax Zoega,
Head of Agency, 1854 Media
Mark Field,
Director of Bridge Studio, News UK

MODERATOR
Eliza Williams, Editor, Creative Review

This panel will evolve on what was touched on in the Efficacy panel as well as Keynote Thomas Kolster who believes that purpose has become a bit like Pokémon where everyone is searching for it, but they don’t know why. On one hand there is a lot of confusion about the difference between Purpose, Mission, Vision and other aspects of business strategy like organisational ethos/culture.

This has resulted in a stream of 'purposeful communications' that brands have even had to pull after acknowledging they had clearly missed the mark and apologizing for any offence caused, e.g. PepsiCo ‘Live For Now’ ‘short film’ featuring the reality-show star Kendall Jenner. This has been labelled ‘purposewash’.

This panel explores the important discussion because so much content is failing to have an impact but those who create meaningful content and live their story outperform their peers. Providing the ultimate goal, purposeful content that equates to profit for the brand.

  • Eliza Williams - Creative Review
  • Thomas Kolster - Goodvertising
  • Helen Job - TCO London
  • Pax Zoega - 1854 Media
  • Simon Coley - Karma Cola
  • Mark Field - News UK

Panel Moderator

Eliza Williams is Editor at Creative Review magazine, and a writer, critic and broadcaster on advertising, design, art and music. She also hosts the Creative Review Podcast. Eliza has published two books via Laurence King, titled This Is Advertising and How 30 Great Ads Were Made, and has contributed texts to several books published by Phaidon, including The 21st Century Art Book and The Phaidon Archive of Graphic Design.

Thomas is an award winning marketing and advertising professional with more than 15 years of international experience. He’s one of the early pioneers in the do-good space with a global sustainability track record. His proprietary Goodvertising methodology has helped transform and reconnect brands with people and planet creating renewed brand love and profitability

Helen has worked in future forecasting, and insight for over a decade, leading multi-disciplinary, global futures, cultural trend, and brand strategy teams for Flamingo, WGSN and MTV in New York and London.

Coming Soon

The creative brain behind the Karma Cola brand, Simon Coley cut his teeth working as a designer and creative director for organisations ranging from Greenpeace to The Economist. He was responsible for successfully bringing the first Fairtrade bananas to New Zealand under the All Good brand. All Good has twice been named on the World's Most Ethical Companies list and in 2014 was named the World's Fairest Trader.  

There are about 2 billion cola-branded soft drinks consumed every day – over a million a minute – yet none of them have cola in them. This means the growers of cola nut in West Africa have never made a penny from the sale of the world’s most popular soft drink.

After discovering this Simon and his Karma Cola co-founders Matt and Chris Morrison set themselves a challenge of making a fizzy drink that could be a force for good.

In 2014, the Karma Cola Co launched in the UK - an organic and Fairtrade range of drinks created to be good for the land, good for the growers and as good for you as a fizzy drink can be. There are now six drinks in the range: Karma Cola, Sugar Free Karma Cola, Lemony Lemonade, Gingerella Ginger Ale, Summer Orangeade and Chilli Karma Cola, brewed exclusively for Wahaca.

Mark re-joined News UK in November 2016 to develop and lead their branded content and sponsorship team, The Bridge Studio.

The Bridge Studio offers advertisers bespoke branded content solutions matching audience insight with editorial talent to create campaigns which will engage with readers and listeners. Mark’s background is in creating branded content for advertisers, having worked for media agency MindShare, Emap Advertising and most recently Trinity Mirror, where he has led award winning teams in the specialist solutions arena.


2019 SUMMIT VENUE : THE CURZON THEATRE, SHAFTESBURY AVENUE