8:00 - 9:00 AM
Registration & Breakfast
9:00 - 9:15 AM
Welcome Speech & Key Theme of the Day
Levin Somaya- Practice Vice President, Gartner
9:15 - 10:00
Leading Cultural Change for Digital Transformation
Herminia Ibarra- Professor of Organisational Behaviour, London Business School
Most leaders today are trying to do the same things: Help their organisations become more agile, more innovative, more digitally savvy, and more customer-centric. But, sooner or later, they come up against entrenched values and behaviours, and progress stalls. Traditional mindsets and “ways of doing things around here” impede the cultural changes necessary for any real transformation to occur. In this keynote, I draw on several business case studies to show the leadership actions that can make or break the success of our efforts for more flexible, nimble and innovative organisations.
10:00 - 10:40
The Psychology Behind Persuasive Brands
Nathalie Nahai- Author & Web Psychologist
Customers are expecting more and more from the brands they interact with, but the online environment is becoming increasingly complex. With expectations of personalization and convenience coming into tension with concerns for privacy and data control, how can brands succeed? In this talk, you’ll discover how to ethically apply psychological principles to your marketing, website and product design to help build trust, create rewarding customer experiences and stand out from the competition.
10:40 - 11:10
Coffee Break
11:10 - 11:40
Breakout 1a: What will Amazon Disrupt Next?
Oweise Khazi- Director, Research Gartner
Amazon’s retail growth has slowed, and the digital giant is shifting targets to drive profitability by focusing on businesses such as Advertising, Distribution and Private Label. Amazon has the potential to disrupt e-commerce once again and brands would be wise to gauge its impact as the digital enterprise makes significant moves outside of “traditional retail”. This session will cover strategic trends while tackling key questions executives must answer: • How do brands’ tap into Amazon’s advertising growth and media offerings? • What impact will Amazon’s Private Label have on brands’ sector? • How will Amazon’s expanding distribution footprint disrupt retail?
11:10 - 11:40
Breakout 1b: Crafting a "Genius" Content Strategy
Jessica Dervyn- Senior Principal, Advisory Gartner
Eleni Lee- Senior Principal, Advisory Gartner
The demand for brands to create rich, engaging content is higher than ever, but only a few organisations have a clear and documented content strategy aligned to business goals. In this session we will explore how to: 1. Create and optimise platform-specific assets that resonate with consumers’ behaviours. 2. Understand how to measure and evaluate your content performance. 3. Implement internal mechanisms to develop and deploy content efficiently.
11:40 - 11:50
Travel Time
11:50 - 12:20
Breakout 2a: "Disrupting" the Digital IQ
Becca Edelman- Senior Principal, Advisory
Small, disruptive brands are one of the fastest-growing segments of most consumer industries in the UK. Whereas large organizations often get stuck on the “what” as in “What can we do within brand or enterprise guidelines?”, small brands are focusing on the “How” as in “How to meet the demands of today’s consumer?”. These small brands are rethinking what the consumer-brand relationship looks like throughout all aspects of digital. We will explore what strategies these brands are using to set the bar across brand site, digital marketing, e-commerce and social media.
11:50 - 12:20
Breakout 2b: The Art of E-Commerce
Gregorio Ossola- Principal, Research Gartner
Online retailing is gaining momentum across Europe. As online revenues continue to grow, more disruptor brands are flooding online platforms, heightening the competition for consumer’s attention. Understanding what moves the needle on online retailers is increasingly a crucial component for brands’ digital success. This session will examine the key changes in the retail space, offer predictions on what to expect over the next year, and provide best-in-class strategies to help brands stay ahead of the curve, ensuring future business success.
12:20 - 13:20
Lunch
13:20 - 14:00
From Vulnerability to Control: Retaking the Initiative in the Digital Age
Carl Miller- Research Director, Centre for the Analysis of Social Media
This talk is about the over-looked, misunderstood or ignored disruptive impetuses of the digital age that matter and that consumer brands need to hear. In part, because they are changing their consumers. In part, because they open up genuinely new opportunities and ways for brands to confront the challenges they face. We’ll thread three different stories together: each revealing a different truth about the digital age that consumer brands have to understand, followed by the key implications this entails.
14:00 -14:10
Travel Time
14:10 - 14:50
Breakout 3a: The Future of Retail Through the Lenses of China
Danielle Bailey- Managing Vice President, Gartner
The digital future of retail is now—it’s just not here. While US retailers' adaptation to a digital world has often been slow and painful, China has emerged as an international hotbed for innovation. The China market is racing ahead to become the world’s omnichannel capital and it functions as a global testing ground for brands’ most forward-thinking digital initiatives. This session will examine how global brands can look to what’s happening in the China market as a digital bellwether for retail globally in key areas like mobile payment, AI, e-tailers’ new offline initiatives, social commerce, smart stores and more.
14:10 - 14:50
Breakout 3b: Winning Gen Z on Digital Touch-Points
Bo Kim- Principal, Advisory Gartner
Traci Croft- Director, Advisory Gartner
How do the next generation of young people — Gen Z — differ from the previous generation of Millennials? What global and local values define them, what platforms are they drawn to, and what brands are winning the battle to attract and engage with them? To future-proof your business, marketers must increase their understanding of this next generation. This session will share how the best-in-class brands are targeting the Gen Z cohort using digital channels to strengthen brand awareness, fuel conversion and foster loyalty.
14:50 - 15:00
Travel Time
15:00 - 15:30
Breakout 4a: Building Consumer Experiences That Drive Revenue Growth
Alex De Frusac Gash- Director, Advisory Gartner
Brent Adamson- Distinguished Vice President, Gartner
According to our research, improving customer loyalty and driving repeat purchases are the top marketing objectives for B2C CMOs in 2020 — perhaps unsurprisingly given a changing competitive landscape and consumers who are increasingly willing to try new products and services. To make progress against these objectives, many marketing leaders are focusing on creating "sticky", valuable customer experiences that increase brand love and engage customers to buy more from their brands. However, these efforts often fail to yield expected results. This session will focus on how to balance empowering consumers with the information that they crave. This meeting will help B2C marketing leaders answer the following questions:
- What are the best practices in creating engaging consumer experiences?
- How can we build enduring customer relationships to drive revenue growth?
15:00 - 15:30
Breakout 4b: Maximise your Social Platforms & Influencer Strategies for 2020
Aisling McKeon- Senior Principal, Advisory Gartner
Matt Moorut- Principal, Advisory Gartner
Social media continues to be an ever-changing, hypercompetitive space where advertising best practices collide with platform proliferation and generationally-varied consumer usage. To provide high-value insights into social media marketing, Gartner L2 benchmarked 397 brands across 12 sectors based on their tactics to deploy content and enable both commerce and service. In this session, we will showcase the findings of this research, examining the shifting social landscape, providing case studies and best practices on how brands can effectively leverage the power of the social platforms themselves as well as the influencer economy.
15:30 - 16:00
Coffee Break
16:00 - 16:45
Gartner Top Trends and Marketing Predictions for 2020
Jennifer Polk- VP Analyst, Gartner
Top Trends alert marketers to major shifts in consumer behaviour, attitude or context impacting brands in the foreseeable future. In this talk we’ll explore Gartner’s key Marketing Predictions for 2020 and discuss: a) What major changes to expect from consumers and consequently how this will impact current marketing practices. b) How to brace your brand and be prepared for the year ahead.
16:45 - 17:00
Closing speech
Levin Somaya- Practice Vice President, Gartner
17:00 - 19:00
Networking Cocktail Reception
