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.
Schedule
Session 1
The dying art of brand-building (and how to revive it)
2:30 PM – 3:30 PM
Tracks
Room 8
David Buttle, Global Commercial Marketing Director, Financial Times, London, UK
David Buttle, Global Commercial Marketing Director, Financial Times, London, UK
Enzo Diliberto, Global Insights Director, Financial Times, London, UK
Christian Aepli, Brand Director, Ava Science, Zug, Switzerland
Elian Kool, CEO, Netcentric, Zurich, Switzerland
Roman Reichelt, Managing Director Marketing & Sponsorship, Credit Suisse (Schweiz) AG, Zurich, Switzerland.
Session 2
Agile Marketing – how to rapidly scale digital businesses
4:00 PM – 5:00 PM
Tracks
Room 8
Raphael Buck, Senior Partner, McKinsey & Company, Zurich, Switzerland
Sarah Hynes, Expert Associate Partner, McKinsey & Company, London, UK
Raphael Buck, Senior Partner, McKinsey & Company, Zurich, Switzerland
Sarah Hynes, Expert Associate Partner, McKinsey & Company, London, UK
Elisabete Ramalho, Lead Luxury, Finance, CPG, Google, Zurich, Switzerland
Giuseppe Bonina, CEO, Yallo, Zurich, Switzerland
Session 3
How to succeed with programmatic in a post-GDPR world
10:15 AM – 11:15 AM
Tracks
Room 8
Rui de Freitas, Head of Commercial & Tech Development, Ringier, Zurich, Switzerland
Jessica Barrett, Director of Programmatic & Commercial Automation., Financial Times, London, UK
Joël Meier, Director Media, Webrepublic, Zurich, Switzerland
Thierry Pool, Head Digital, Content & Data Marketing, Credit Suisse (Schweiz) AG, Zurich, Switzerland
Rui de Freitas, Head of Commercial & Tech Development, Ringier, Zurich, Switzerland
Kai Henniges, Co-Founder and CEO, Video Intelligence, Zurich , Switzerland
Moritz Schneider, CEO, Hoy Advertising Technology
Session 4
Using audio to engage and grow
2:45 PM – 3:45 PM
Tracks
Room 7
Alastair Mackie,Commercial Development, Financial Times, London, UK
Joe Copeman, Global SVP Sales, Acast, London, UK
Andy Schuon, Co-Founder & CEO, SPKR., Los Angeles, USA
Session 5
Using content to captivate business leaders
4:00 PM – 5:00 PM
Tracks
Room 7
James Watson, Co-Founder, Longitude, Zurich, Switzerland
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.
Sessions
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
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
Using audio to engage and grow
In this interactive discussion the Financial Times and Acast will discuss why audio is undergoing a renaissance, what prospects there are for its future development, how publishers are responding with their own initiatives, and how marketers can take advantage of the explosive growth of this highly engaging and personal medium
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
Giuseppe Bonina
CEO, Yallo, Zurich, Switzerland
Elian Kool
CEO, Netcentric, Zurich, Switzerland
Jessica Barrett
Director of Programmatic & Commercial Automation., Financial Times, London, UK
Christian Aepli
Director of Global Brand, AVA Science, Zurich, Switzerland
Joël Meier
Director Media, Webrepublic, Zurich, Switzerland
Enzo Diliberto
Global Insights Director, Financial Times, London, UK
Raphael Buck
Senior Partner, McKinsey & Company, Zurich, Switzerland
Andy Schuon
Co-Founder & CEO, SPKR., Los Angeles, USA
Thierry Pool
Director / Head Digital, Content & Data Marketing, Credit Suisse (Schweiz) AG, Zurich, Switzerland
Rui de Freitas
Head of Commercial / Tech Development, Ringier AG, Zurich, Switzerland
Alastair Mackie
Commercial Development, Financial Times, London, UK
James Watson
Co-Founder, Longitude, Zurich, Switzerland
Roman Reichelt
Managing Director Marketing & Sponsorship, Credit Suisse (Schweiz) AG, Zurich, Switzerland
Elisabete Ramalho
Lead Luxury, Finance, CPG, Google, Zurich, Switzerland
Sarah Hynes
Expert Associate Partner, McKinsey & Company, London, UK
Joe Copeman
Global SVP Sales, Acast, London, UK
