Brand affinity is built through a series of well-crafted marketing efforts that have a cumulative effect over time. How then can you build affinity in a world whose attention span is becoming shorter and where touch points are evolving faster than you can launch a campaign?

Experience the Future of Marketing

Driven by new technologies that enable cheaper, quicker and more measurable campaigns, marketers are increasingly focusing on the short-term and on delivering immediate results.

In this context businesses are at risk of forgetting the long-term financial impact that the creation of brands have.

The Future of Marketing track aims at exploring the pitfalls of short-termism and the latest approaches to building long-term brand equity.

Track Chair

David Buttle

Global Marketing Director, Commercial, Financial Times

The Financial Times is one of the world’s leading business news organisations, recognised internationally for its authority, integrity and accuracy.

Why is investing on brands important for business? In my view, brands should be viewed as balance-sheet assets which drive revenue over the long-term. They do this by conveying meaning to customers in order to build affinity which in turn secures future sales;

For a business to generate this long-term effect on the top line it needs to build a collective understanding of what its brand stands for. And that’s the type of campaign which we are seeing a reduction in.

Great brands are built through creative bravery, high-impact formats and bold placements. As an industry, it’s time we reminded ourselves of that.


Session 1

The dying art of brand building (and how to revive it)

In the year 2000 brand advertising represented 61% of ad spend; in 2018 it was just 46% and it continues to shrink. This trend is despite evidence to suggest that the most effective balance of long-term and short-term marketing hasn’t changed.

So why is this happening? And how can businesses break out of this vicious cycle of funnel draining, diminishing effectiveness and lower return on marketing investment.

Join the Financial Times who will talk you through their latest research, conducted with the IPA, into the organisational drivers of this marketing short-termism and for a discussion on how marketers can make the case for investment in brands.

Session 2

Agile marketing – growth booster: How to rapidly scale digital businesses

Of 100 ventures funded with $10m+, only 10% reach more than $25m revenue. 70% of the value created by new ventures is from successful scale-ups beyond $25m revenue.

This session is about how to rapidly and predictably scale digital businesses, both start-ups and corporate-owned ventures. The panelists will discuss the DnA required for fast scaling and how to “growth hack” the way to success, complemented by the latest research by McKinsey & Company.

Session 3

How to succeed with programmatic in a post-GDPR world

Concerns around data privacy and the subsequent laws passed have undoubtedly had an impact on the global advertising industry.

The panelists will discuss how to continue operating and innovating in digital advertising – particularly within programmatic – in a post-GDPR world.

Session 4

Audio strategy

Session 5

Using content to captivate business leaders

This session will take you through the findings of our latest research, Learning from Leaders, which shines a light on how global business leaders consume thought leadership from brands.

Join the team from Longitude, the FT’s thought leadership and research agency, as they guide you through the key findings and shares insights to help your business grow.

Track Speakers

Track Chair