These regular, exclusive member events aim to deliver insightful presentations and provide guests with the opportunity to network with other marketers. Below is a snapshot of our recent networking evenings over the last few months and, if you would like to receive information about our next evening, please email firstname.lastname@example.org
Creativity or Effectiveness?
Ed Pilkington, Marketing & Innovation Director, Diageo ¦ June 2017
Delving into his vast experience delivering award winning strategies for brands such as Guinness, Smirnoff and Bailey's, Ed shares his thoughts on why focussing on being an effective marketer doesn’t have to stifle creativity and the 5 golden rules he feels today’s Brand Manager should be following to deliver great work.
The role of technology in brand storytelling
Anna Watkins, CEO, MOFILM ¦ June 2017
When it comes to technology, marketing trade press is littered with articles about the 'next big thing'... But what is really the industry's next real game changer? Through a series of case studies, MOFILM CEO Anna Watkins outlines the opportunities that technologies such as VR, AR and drones have for marketers and their brands.
The body language of brands
April 2017 ¦ Daryl Fielding
The broadcast era is an aberration in the history of marketing. Repetitive single-minded messaging is no longer the key to success, meaning we now need a laser like focus on strategy, but a very multi-dimensional approach to retaining brand cohesion. Daryl outlines how to manage the nonverbal elements, with insights from great examples, the new success factors and opportunities for brands.
Seven trends that will shape the media industry
April 2017 ¦ Nick Hewat, Commercial Director of Guardian News and Media
Nick Hewat, Commercial Director of Guardian News and Media, looks at the top seven trends that he believes will impact the publishing and digital media industry in 2017. From AI to fake news, content distribution to big data, and from the Google and Facebook duopoly to the evolution of video, this is a must for anyone working the fast moving media and marcoms environment.
Channel 4 & BrainJuicer
09 February 2017
Following last year's highly successful series of #ISBAinsights events, we're back again for 2017 with a host of top speakers and actionable insights.
To kick things off, we heard from one of the industry's most respected marketers, Channel 4's CMO, Dan Brooke, who was named as one of the top 10 marketers of 2016. Dan gave us a fascinating look at their award winning campaign, "We're the Superhumans". If that wasn't enough, we also heard from David Whitelam from BrainJuicer, who gave us a sneak peek at how brands can predict advertising effectiveness.
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Channel 4 on "We're the Superhumans"
Dan Brooke, Chief Marketing & Communications Officer & Board Champion for Diversity, Channel 4
With a four hour time difference and no home advantage, Channel 4 did not have the easiest of tasks as the broadcaster for the Rio Paralympic Games. But they went on to produce one of the most successful campaigns of 2016. “We’re the Superhumans” helped Channel 4 achieve ratings among young people that beat 2012 and changed the way people felt about disability. Dan Brooke, Chief Marketing & Communications Officer at Channel 4 spoke about the challenges they faced and how they set about producing an ad that was voted “Campaign of the Year”.
Watch Dan's presentation below:
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Predicting Advertising Effectiveness
David Whitelam, Head of New Client Development
I think therefore I… buy?! Can it be so simple? While our understanding of how people make decisions has grown significantly, the advertising industry has been slow to adapt, with new research suggesting that the “traditional” persuasion-based measures previously employed do not actually correlate to long-term business growth. It’s time for a different model which takes into account the behavioural sciences - one that puts emotion at the heart of the questioning. If you feel nothing, you do nothing; if you feel more you buy more. Using insights from the IPA Datamine and their work on John Lewis’ Christmas campaigns, David demonstrated how emotional engagement can be measured and how it is key to predicting long-term advertising success.
For more information on this event or how you and your team can get involved with our #ISBAinsights events, please contact me.
Jane - Head of Membership, ISBA
Insight event with Channel 5 & Nationwide
30 November 2016
Our final #ISBAinsights event of the year took place on 30 November and featured Sara Bennison, the first ever CMO of Nationwide and former CMO of Barclays, plus Ben Frow, the charismatic Director of Programmes at Channel 5. Both spook about rebranding, growing and bringing new ideas into their respective businesses.
Here's an overview of what our esteemed speakers discussed on the night:
| ||The Journey of Channel 5: Kicking Up A Storm in the Broadcast World. |
Be bold and be creative. Channel 5's Director of Programming Ben Frow provides an insight into running a commercial business, but taking creative risks – the hits and the misses! He also discussed how the channel is building a reputation and growing the all-important ABC1 and 16-34 audiences.
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Nationwide: the best brand story never told
Sara Bennison is a leading figure within the industry, a member of WACL, vice president of ISBA’s Council and Treasurer of the Advertising Association’s Front Foot initiative. Sara’s previous roles include Head of Marketing Communications at BT and Managing Partner at Grey London. Following 7 years at Barclays ending up as CMO, Sara became the first CMO of Nationwide, and took her place at the executive committee table. Loved by those who know it and yet lagging competitors in terms of awareness, Nationwide has been in many ways the best brand story never told. Sara spoke about the approach she is taking to change that and shared some of the learnings along the way.
Watch Ben's presentation below:
Insight Events 2016
21 September 2016
Given that Twitter HQ was the setting for September's #ISBAinsights event, here's a quick 140 character summary from the night:
Watch the McDonald's presentation here >
Watch the Niche presentation here >
08 June 2016
132 lucky ISBA members descended on Google's offices in London for what was a truly fantastic evening of insights and networking. Our two excellent presentations, covered by Google's Rohan Gifford and Coca-Cola's GB Marketing Director, were rounded off with a prize draw, congrats to both of the following:
- Asus Chromebook: Fergus Campbell, Gumtree
- A place on Google's Squared Online: Miranda Essex, P&G
| ||Lifting the veil on the new marketing strategy of Coca-Cola |
Bobby Brittain, GB Marketing Director of Coca-Cola
Changing the marketing strategy and product line-up of one of the most valuable brands in the world, and a new product launch, is no mean feat in your first year as Marketing Director. Bobby shared his insights as caretaker of one of the most valuable brands in the world and his learnings from overseeing their move to a “one brand” strategy.
Watch Google's Rohan Gifford discuss where advertisers should be investing here >
27 April 2016
As the name suggests, our #ISBAinsights events are designed to give our members practical insights from leading marketers to help inform, educate and guide. Our session with Direct Line and Mumsnet filled that brief 100%. Over 70 members were present for what was a fantastic night, jam-packed with insights, tips and strategies, that no marketer should miss.
| ||The journey to transform Direct Line |
Mark Evans, Marketing Director, Direct Line
Direct Line created the direct market for insurance in 1985. 3 decades later it was sitting on a burning platform, disintermediated by price comparison websites in a commoditised market. Having lost their relevance, Mark Evans spoke about the journey to successfully transform the brand's fortunes, taking us on a marketing 101 journey, where a really simple brand idea that had been hiding in plain sight became the lightning rod for communications, propositions, social media, digital marketing, customer experience, operations and even through into culture, returning the brand to its market leadership position of yesteryear. Contact Jane to view a selection of slides from Mark's presentation.
Watch Carrie Longton from Mumsnet discuss how brands should approach mums here >
03 February 2016
Our first #ISBAinsights event for 2016 and we've had some incredible feedback from some of the 70+ marketers who turned up on the night and we're looking forward to seeing where things go from here!
There was a real synergy with our speakers, with references to love branding running across both presentations. In what proved to be a highly informative session, #TeamLoveBrands definitely had some new recruits by the end of the evening. Huge thanks once again to our sponsors, DCM and congrats to our winner of 2 VIP Tickets to an upcoming movie premier!
| ||How to build a love brand |
Hugh Pile, Chief Marketing Officer, L'Oréal
It’s an aggressive and fraught marketplace, and only the strong will survive. It’s never been more important to stand out, and stand for something. Hugh Pile gave us a masterclass in the five core elements of a love brand - one that is engages people on a emotional level. He looked at the role of functional vs. emotional messaging and gave tips on how your business may be able to think differently about their approach to branding.
| ||The ad receptivity challenge |
Karen Stacey, CEO, Digital Cinema Media
Outlining how the number of available channels and ad overkill has led to a real ad receptivity challenge, Karen took us through the topline results of the Millward Brown / DCM Building Box Office Brands report which explores the role of cinema in today’s cross media landscape.