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
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: