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The Festival of Marketing saw the gathering of the industry’s biggest power players alongside
inspirational speakers from the media, politics, and astronomy. With over 200 speakers across two
days, we’ve collated a brief for you covering eight themes, four big names, and eight brands to
give you the lowdown and help shape your thinking.
LONDON, 11 & 12TH NOVEMBER
Monica Lewinsky
Sir John Hegarty
Lord Alan Sugar
Chris Hadfield
Challenger brands
Global marketing
Technology & creativity
Omni-channel customer experience
Innovation Insights & effectiveness
Customer-centricity
User generated content
8 THEMES
8 BRANDS
4 BIG NAMES
2
Billed as a mobile-first challenger bank whose mission is to be the Uber of
online banking, Atom Bank won its banking license this summer to operate
in the UK. But what’s different? Unlike traditional banks – and even some
challengers – Atom Bank won’t have any branches or even a website
initially, operating purely though a mobile app.
Anthony Thompson took to the stage to talk about what it takes to
start a bank.
CHALLENGER BRANDS:
‘HOW TO START A BANK’, ATOM BANK
4
> Anthony thinks that high street banks
are ‘dinosaurs’ – the fact that they exist now
doesn’t mean they will exist in future.
> There has been a change in trust, in
economic conditions, in the types of companies
that win (Airbnb, Uber)… banking also needs to
change.
> In Metro banks, branch staff are not incentivised
through sales; they are incentivised through
satisfaction scores.
> Mobile banking is not remote banking – having
to go to the high street is remote; a bank in your
pocket is convenience.
> Cyber threat: the amount of time banks
can spend on security will never match the
amount of time hackers spend trying to
break in.
KEY TAKE-AWAYS
Culture eats strategy for breakfast –
strategy changes, but with the right team and culture,
you can do anything
““
Anthony Thompson, Founder & Chairman Atom Bank
6
> Tech companies drive most inventions
and transformation, followed by
educational institutions. No big innovation
comes from large corporations.
> Why are big companies slower to innovate?
It’s an evolution rather than a more complete
need to change, rather like cosmetic surgery vs.
gender re-assignment.
> You need to distinguish what kind of change you’re
looking to bring about – core vs. future.
> Top companies that successfully bring about
change bring in outsiders as CEOs – from a
different sector/background – to look at the
bigger picture, such as Jill McDonald, who
went to work at Halfords from McDonalds.
KEY TAKE-AWAYS
INNOVATION:
‘HOW THE 1% INVENT’, HACKMASTERS
Innovation isn’t evolution or cosmetic surgery; it’s gender re-assignment
“
“
Hackmasters say they were founded on the premise that technology-
enabled and exponential transformational growth almost never
comes from within existing systems and structures. Therefore, their
purpose is to provide anyone seeking radical and future innovation
with the ability and the opportunity to experiment and build it outside
the constraints of their current organisations.
7INNOVATION:
‘TECH OFF: THE BATTLE FOR THE FUTURE’, FEATURING BMI BRITISH MIDLAND AND BBC
This session was all about how to deal with digital disruption and how to get the
innovation mind-set engrained into organisations. The concept was simple; three
speakers had five minutes each to pitch an idea
on the theme of innovation to the group. We
then voted on our favourite at the end.
The speakers were David Bailey, Creative
Director from the BBC, Colin Lewis,
Director of Marketing at bmi British
Midland, and Scott Morrison, founder
of The Boom!
The winner was Colin Lewis, who gave
a compelling pitch on how innovation is
undetected plagiarism; everyone copies – in
fact, some of the best stuff is copied, just made
a little better. His key phrase was ‘Imitate, assimilate, innovate’.
9
> Talent – Companies need to be more
open to hiring (e.g., no degree; diversity).
There are different challenges by area; e.g.,
APAC is behind in digital and ecommerce.
> Brand purpose – It needs to be a part of the
brand, not an obvious add-on that’s just there for
PR. Unilever is the only big one that stands out as
doing this well.
> Data & analytics – One panellist noted the
rising importance of this on a global scale.
KEY TAKE-AWAYS
GLOBAL MARKETING:
MARKETING SOCIETY PANEL: THE WHOLE WIDE WORLD & BEYOND
SNEAK PEAK
We spoke with our contact
at the Marketing Society, who
told us that the results are being
written up by Bloomberg and will be
available in January at the latest.
The Marketing Society hosted an illustrious group
of marketers to discuss the findings of their latest
‘24-Hour Global Conversation’. In a single day, they
crossed five continents, several time zones, and countless different cultures to
ask the world’s leading marketers one question:
On the panel were Hiscox, MOBO, and IBM.
‘What are the greatest opportunities and challenges for your business in 2016 and how are you going to take it beyond business as usual?’
11
> Re: in-house marketing effectiveness
team skillsets – two types of people are
needed, those with deep expertise and
people who can take a step back and are
connected across the organisation to know
how to use it.
> Nick said that, at 02, they look more for the
latter to ensure stakeholder engagement and
application of insights.
> His recent work includes customer journey
work: talking to internal stakeholders about what
the key milestones are for customers and mapping
out expectations vs. the reality of CSAT (customer
satisfaction score) at each. During the process,
he asks what the opportunities are and how you
can make changes.
> Identifying lead indicators of CSAT,
e.g., network usage/speed.
KEY TAKE-AWAYS
MARKETING EFFECTIVENESS:
‘HOW INSIGHTS CAN DRIVE EFFECTIVENESS’, TELEFONICA UK’S O2
Nick Milne, who heads up Marketing Effectiveness for Telefonica UK’s
O2, has delivered some major successes for the telecom giant over his
tenure.
His key wins include identifying and designing key customer journeys,
creating a companywide focus on decreasing satisfaction, and
changing how customer experience insights are taken back to the
business and acted upon.
His role sees him lead the charge to tie up targets, plans, and
evaluations to deliver the ‘so what’ behind marketing performance with
a small but growing in-house team.
13
> For a global business, it’s important to
know how customer ambitions change around
the world.
> When it comes to communicating the
results of data analysis to the business, storytelling
is important.
> Data is the lifeblood and access to it and
the ability to analyse it are critical.
Slow insight = no insight.
KEY TAKE-AWAYS
INSIGHTS & EFFECTIVENESS:
WHO OWNS - AND SHOULD OWN - INSIGHT?, HSBC
In this session, insight was explored, breaking down interdepartmental
barriers around it and using it to place the customer at the centre of
the organisation.
15
> We’ve let technology distract us from
creativity, and as a result, the quality of work
has dropped.
> Technology is inaccessible to creatives; they
tend to see it only as a threat because they don’t
understand it.
> In reality, it brings opportunities to personalise
creative executions.
KEY TAKE-AWAYS
BIG NAMES:
‘A LESSON IN MARKETING’, SIR JOHN HEGARTY
Sir John Hegarty is one of the world’s most awarded and respected admen.
Over six decades, he has been at the forefront of the creative advertising
industry from the early days of Saatchi and Saatchi to Bartle Bogle
Hegarty, the global company he runs today.
Technology
accelerates
creativity
“
“Sir John Hegarty
16
> We need to build a culture of empathy
and compassion.
> Media owners offer clickbait stories based
on the humiliation of others. By clicking on
these stories, we are providing traffic that
results in ad spend for the media owners.
> We need to realise that this has real-life
implications for the person the story is about, and
there have been instances of suicide because of
public humiliation.
> This is more dangerous now with social media,
where parents do not know that their teenagers
are being subjected to cyber bullying and
therefore cannot provide the support needed.
It is all of our responsibility to ensure we
click (/don’t click) with empathy.
KEY TAKE-AWAYS
BIG NAMES:
‘PATIENT ZERO’, MONICA LEWINSKY
Monica Lewinsky is a social activist in the battle against online harassment –
advocating for a safer social media environment. As a public speaker, writer,
and contributor to Vanity Fair, she addresses such topics as survival, resilience,
digital reputation, and equality. In her famous TED talk titled ‘The Price of
Shame’, she says, ‘Public shaming as a blood sport has to stop‘.
17
> Focusing on your clients and their needs
and requirements is the most important thing.
KEY TAKE-AWAY
BIG NAMES:
LORD ALAN SUGAR
As well as being the face of the BBC’s The Apprentice, Sir Alan is also the
chairman of out of digital home company Amscreen. This session felt like Sir
Alan finally said, ‘You’re fired’ to the advertising community, claiming that
he had never hired a CMO and that a lot of marketing was wasted money.
However, a lively conversation arranged by Marketing Week magazine
titled ‘When Sugar Met Sorrell’ between Sir Alan Sugar and WPP’s Sir
Martin Sorrell revealed a lot more, especially around his frustration with the
advertising model for the outdoor industry, labelling it a ‘closed shop’.
Apple and Steve Jobs flipping the screen, that was entrepreneurial genius, not some marketing tosser telling him what to do. You need the product first of all
“
“ Sir Alan Sugar
18
“ Asking yourself ‘What’s the next thing that’s
going to kill us?’ really helps you to forget all the
unimportant things that can distract you in the
moment of decision making “
“ Ask yourself ‘If everything was to go perfectly,
what does next week / month / year / 10 years look like?
What are the steps you need to get there?” AND what
are the things likely to go wrong “
“ Early failure is important, early success
gives you bad habits. “
THREE OF THE BEST WERE:
BIG NAMES:
CHRIS HADFIELD, FORMER ASTRONAUT & ISS COMMANDER
Colonel Hadfield has become a worldwide sensation, harnessing the power
of social media to make outer space accessible to millions and infusing a
sense of wonder into our collective consciousness not felt since humanity
first walked on the moon. Called ‘the most famous astronaut since Neil
Armstrong‘, Colonel Hadfield continues to bring the marvels of science and
space travel to everyone he encounters.
His speech was fascinating and littered with choice quotes.
20
> Customers are bombarded with info, so
trying to be at every touchpoint isn’t enough.
> Brands must stand for more than that and
give the customers the ‘why’ – essentially leadership
but for brands.
KEY TAKE-AWAYS
CUSTOMER CENTRICITY:
‘HOW BRANDS STAY RELEVANT FOR CUSTOMERS IN AN ERA OF DIGITAL TRANSFORMATION’, TELEFONICA UK’S O2
Marketing is at the core of generating growth. Creating demand to drive growth“ “
Nina Bibby, Telefonika UK’s O2 Marketing & Consumer Director
22
> Personalisation is something that banks
are doing well and that other industries can
learn from, e.g. the use of beacons to know
what people do and want in-store.
> Video banking, specifically from an omni-
channel perspective, means that people can use
digital anywhere and still be face to face.
KEY TAKE-AWAYS
OMINICHANNEL CUSTOMER EXPERIENCE:
‘WHAT FINANCIAL SERVICES CAN TEACH US AROUND OMNI-CHANNEL CUSTOMER EXPERIENCES’, RBS AND BARCLAYS
In a panel, Chris Popple (MD Digitisation at RBS) and Elliot Antrobus-
Holder (Group Digital Director Barclays) explored the topic of omni-
channel servicing, adopting a holistic view of the customer experience
and personalisation.
Banking mentality is to wait for customers to
come to them. Digital allows banks to be more proactive,
but it’s really hard to change the mind-set internally.“
“
24
> People buy why you do it, not what
you do.
> We think much less than we think we think.
> It’s not creating a hashtag campaign; think
of the hashtag first and build the campaign
around it.
Why are we here? What gets
you up in the morning after a
hangover? Reinvent the rules
to make mobile better – when
stuff sucks, make it right.
KEY TAKE-AWAYS
USER GENERATED CONTENT:
‘EMBRACING USER-GENERATED CONTENT’, THREE UK
Three UK was the first brand to use a hashtag in a TV advert in the UK. They
can also lay claim to creating a top-10 YouTube Christmas video, which
launched in March. The Pony Generator saw 1.5m ponies created and 11m
views – just one example of Three UK using content to propel
their brand forward.
Tom Malleschitz came across as a big advocate of user-
generated content and content that makes us ‘feel’.
In partnership with Brainjuicer, Three UK videos were
shown to an audience who were measured for signs of
emotion. For Three UK, any emotion is good, with anger
far better than beige neutrality. The success of the Pony
Generator, alongside other campaigns like ‘When things
suck, make it right’, shows that Three UK have a handle on our feelings. It is
this strategy that makes them the fastest-growing UK mobile brand.
People forget what you said and did but never
how you made them feel“ “ Tom Malleschitz, Three UK CMO
