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27 + 28 SEPTEMBER 2017
Theme
The Art & Business of Creativity
What is creativity?
“Free thinking and invention
born from curiosity.”
Steve Verna
Head of Marketing, Freesat
“Contrarian thinking.”
Pip Jamieson
Founder, The Dots
“Creativity is just connecting things.”
Steve Jobs
“Creativity is a phenomenon
whereby something new and
somehow valuable is formed”
Wikipedia
“Creativity is delivering on ideas
that deliver business value.”
ART BUSINESSvs
ART BUSINESS+
Mr Bingo
Illustrator, artist
and creative superhero
Nick Blunden
Chief Commercial Officer
Business of Fashion
Paula Zuccotti
Founder
The Overworld
Mark Earls
Herdmeister
Herd Consultancy
Helen Job
Co-founder
The Akin
Karen Boswell
Head of Innovations
adam&eveDDB
Art Business
“Imagination, inspiration,
freedom and risk.”
Brendan Stephens
Global Creative Director, MOO
Brand social (Sep17) - Summary
Does creative bravery lead to
business value?
96%
“How can I be creatively brave
and manage the risk?”
“50 % of the brand challenge is
internal - how do you convince
the board?”
Brand social (Sep17) - Summary
Everything We Touch
@everythingpau
#brandsocial
ALL MY CLIENTS WANT TO KNOW ABOUT THE FUTURE OF….[STUFF]
ACTUALLY MOST OF THEM WANT TO UNDERSTAND THE PRESENT
1
THINGS ARE NOT ALWAYS WHAT THEY SEEM
/
USABILITY & SEMANTICS ARE OUT OF SYNC
2
PEOPLE ARE NOT ALWAYS WHO THEY SEEM
/
STEREOTYPES AND TRADITIONAL SEGMENTATION MODELS NO LONGER WORK
3
WE SEE THINGS AS WE ARE
/
ITS ALL ABOUT POINTS OF VIEW, THINGS ARE NOT
SO LINEAR ANYMORE
/
HUGE SHIFT ON BEHAVIOUR
(DRIVEN BY PERCEPTIONS)
Brand social (Sep17) - Summary
Brand social (Sep17) - Summary
Brand social (Sep17) - Summary
Brand social (Sep17) - Summary
Brand social (Sep17) - Summary
Learnings from the Fashion World
@nickblunden
#brandsocial
THE CREATIVITY CRISIS
“To create value, brands need to
be different and maintain clear,
strong brand values. At the
luxury end, this brand
strengthening in 2017 will likely
entail a reinvestment in
creativity: creating unique
products that encapsulate their
USP.”
BOF/MCKINSEY
THE HOTTEST FASHION BRAND ON THE PLANET
“New data analysed by BoF in
partnership with search platform
Lyst — which tracks 4.5 million
data points per hour from over
65 million annual consumers, 4
million products and 12,000
brands — found that in the
second quarter, the jewel in
Kering’s crown remains front of
mind — with the largest share of
wallet — for consumers
globally.”
BOF
30
THE REINVENTION OF GUCCI
“Eventually, creative stagnation
began to impact revenues.
Quarterly sales growth began to
slow in the second half of 2013
and, by December 2014, after
years of profitable growth, Gucci
had experienced three
consecutive quarters of
declining sales.”
BOF
31
THE RIGHT BUSINESS TALENT
“Ultimately profitability doesn’t
always help the intangible value
of the brand. So you can
continue growing the business
over two, three, four years,
despite the fact that the brand
might be losing momentum. At a
certain point if the brand is no
longer regarded as having value
or influence by fashion’s opinion
leaders, it is going to go down -
not slightly or incrementally, but
really go down.”
MARCO BIZZARI
32
THE RIGHT CREATIVE TALENT
“An abrupt disruption was
needed to re-energise and
reposition the brand. Hence, my
first task was to find and appoint
a new creative director. Almost
by chance I found that person
within Gucci itself. Alessandro
[Michele] knew every corner of
Gucci and lived and breathed
the DNA of the brand. ”
MARCO BIZZARI
33
A SHARED VISION
“Everything about [Alessandro]
Michele was fearless. He was
very open about the issues he
saw and had a clear idea of
what needed to be done moving
forward. Even though he was
looking at things from an
aesthetic point of view and I was
looking at it from a business
angle, we were in sync in our
direction and how we wanted to
shape the company.”
MARCO BIZZARI
34
EMBRACING CREATIVITY
“Marco respects creativity and
creative people. He understands
that the power of a fashion
company lies in its creativity. I
mean, when we talk together
about fashion he often says, ‘I
don’t know, I don’t know, I don’t
know…’ But he knows very well
about fashion, and understands
what is needed.”
ALLESANDRO MICHELE
“If you are going to engage with a
culture, you have to embrace and
celebrate it rather than just dipping
in your toe.”
Nick Blunden
Chief Commercial Officer , The Business of Fashion
#brandsocial
36
BUILDING A CREATIVE CULTURE
“At Gucci, we have a few, very
simple key values that are at the
heart of our organization: the
empowerment of innovation and
risk taking, a sense of
responsibility and respect, an
appreciation for diversity and
inclusion, excellence in
execution, and, last but not
least, cultivating joy and
happiness in the way we work.”
MARCO BIZZARI
37
ALIGNING THE PRODUCT WITH THE CREATIVE VISION
“There’s something happening.
It is the link between business
and creativity. And the more I
work in this business, the more I
think it is less and less number
driven and more and more
product driven.”
MARCO BIZZARI
38
ALIGNING THE CUSTOMER EXPERIENCE WITH THE CREATIVE VISION
“Beyond that, however,
consistency and clarity across
all the brand’s touchpoints is
fundamental to the creation of a
powerful image. Alessandro has
done this brilliantly in a very
short time, so that wherever you
may be engaging with Gucci –
in-store, online, through social
media – the brand narrative is
100 per cent consistent.”
MARCO BIZZARI
39
ALIGNING MARKETING WITH THE CREATIVE VISION
“#GucciGram is a starting point
to tell different stories, which are
all united by a great freedom.
Today creativity is often born
and finds its voice in digital
media, a vital source of visual
culture.”
ALLESANDRO MICHELE
40
REMAINING TRUE TO THE VISION
“Resist acceleration and its
obsessive panting that risks
shattering life. Resist the mantra
of speed that violently leads to
loosing oneself. Resist the
illusion of something new at any
cost. There's no simple strategy
to adopt; it requires the courage
to slowly linger; to stay with
care; to give oneself up to a
story to dig deep, with a wide
graceful breath."
ALLESANDRO MICHELE
41
GETTING THE RIGHT BALANCE
“After [Angela] Ahrendts
decamped to run Apple’s retail
programme in 2014, Bailey
stepped into the highly unusual
dual role of chief creative officer
and chief executive officer. In
hindsight, this was a mistake.
The new position undermined
Bailey's ability to focus on the
product, which began to lose its
appeal with consumers.”
BOF
42
A NEW MODEL FOR FASHION
“The only question is how long it will take for others to catch up.”
BOF
Future of Creativity
@helen_job
#brandsocial
/ Key Takeouts
We are living in a post
internet world.
The future of creativity can
still be shaped by us.
Congregation is key - tech
can augment relationships
not replace them
Innovation occurs from
diverse, inclusive
networks
Lets revel in uniquely
human traits of self-
efficacy, curiosity,
storytelling, resilience
and INSTINCT
We must embrace AI
into our teams and re-
allocate human resource
on activities that will not
be replaced by robots
The confluence of VR,
AI and “us” may create
some of the most
creative and “real”
experiences yet
How to buy Good Creative
@scarletgeek
#brandsocial
Title slide
THE KEY THINGS TO CONSIDER
@scarletgeek @aandeddb
NO1: EMOTIONS MATTER MORE THAN WORDSVerylargeprofiteffects
0%
8%
15%
23%
30%
Rational messaging Combined approach Emotional priming
Source: Binet & Field 2013
NO2: CREATIVITY IS ESSENTIAL
Rank Brand Ad Agency Office
1 John Lewis “Monty’s Christmas” adam&eveDDB London
2
Leica Gallery
Sao Paolo
“100”
 F/Nazca Saatchi &
Saatchi
São Paulo
3 Twix Bites “#TBT Bites” BBDO New York
MONTY: THE MOST AWARDED FILM COMMERCIAL IN THE WORLD
Source: The Gunn Report 2015
NO3: MAKE STUFF THAT ORDINARY PEOPLE LOVE
NO4: SIZE MATTERS, SPEND BIG
NO5: VIDEO IS THE MOST POWERFUL FORMAT
Live TV

60%
Playback TV

11%
Broadcast VoD

4%
DVD

4%
Subscription VoD

4%
XXX Adult

5%
Other Online

4%
Facebook

2%
Youtube

6%
NO6: ONLINE & OFFLINE SYNERGIES BOOST EFFECTS%increaseinavg.no.VLbusiness
effectsfromadding
0%
15%
30%
45%
60%
TV only Both Online video only
25%
54%
32%
Source: Binet & Field 2016 (base 2014-16 cases)
%increaseinavg.no.VLbusinesseffects
fromaddingTV
0%
13%
25%
38%
50%
1980-1996 1998-2006 2008-2016
40%
27%
12%
NO7: TV IS BECOMING MORE EFFECTIVE
Source: Binet & Field 2016 (base 2014-16 cases)
– increases attention
– improves recall
– Increases purchase intent
– Increases sales effects by 10%-30%
NO8: MUSIC MAKES YOUR ASSET WORK HARDER
Source: Binet, Mullensiefen & Edwards 2013
Music improves effectiveness
%campaignswithvery
largebusinesseffects
0%
25%
50%
75%
100%
Ad with music Ads without music
NO9: ALL OF THIS MULTIPLES EFFICIENCY BY 10Budgetefficiencymetric
0.0
0.8
1.5
2.3
3.0
Creatively awarded Not creatively awarded
Source: Binet & Field 2013
Nov11
Nov12
Nov13
Nov14
Nov15
Man on the Moon
MontyBare & Hare
The Journey
The Long Wait
180kmentionsonsocialmedia
NO10: FAME IS A GIFT THAT KEEPS ON GIVING
Source: Crimson Hexagon
Online
Retailsalesvalue(index)
'-
125
250
375
500
FY2008
FY2009
FY2010
FY2011
FY2012
FY2013
FY2014
FY2015
FY2016
John Lewis
Market
adam&eveDDB
Offline
Retailsalesvalue(index)
90
110
130
150
170
FY2008
FY2009
FY2010
FY2011
FY2012
FY2013
FY2014
FY2015
FY2016
adam&eveDDB
John Lewis
Market
Source: John Lewis IPA paper
WE SEE REMARKABLE SALES GROWTH EVERY YEAR
37 Things I’ve Learned
@Mr_Bingo
#brandsocial
Brand social (Sep17) - Summary
Brand social (Sep17) - Summary
Brand social (Sep17) - Summary
Brand social (Sep17) - Summary
Brand social (Sep17) - Summary
Brand social (Sep17) - Summary
Brand social (Sep17) - Summary
Brand social (Sep17) - Summary
Brand social (Sep17) - Summary
Brand social (Sep17) - Summary
Brand social (Sep17) - Summary
Brand social (Sep17) - Summary
Brand social (Sep17) - Summary
Brand social (Sep17) - Summary
Brand social (Sep17) - Summary
Brand social (Sep17) - Summary
Brand social (Sep17) - Summary
Shopify screenshot
Brand social (Sep17) - Summary
Brand social (Sep17) - Summary
Brand social (Sep17) - Summary
Brand social (Sep17) - Summary
Melanie Rickey
Founder
Fashion Editor at Large
Fernando Desouches
Senior Global Brand Director
Axe/Lynx
Heidi De Pauw
CEO
Child Focus
Chris Clarke
CCO (International)
DigitasLBi
Ilse Crawford
Founder
StudioIlse
Creative Bravery Panel
“For creativity to thrive,
you need a chain of bravery.”
Ilse Crawford
Founder, StudioIlse
The Science of Creativity
@Herdmeister
#brandsocial
WHAT WOULD
DAVID DO?
CREATE
vs
COPY
INVENT
vs
INNOVATE
DIDN’T INVENT

PHYSICS
DIDN’T INVENT

THE SMARTPHONE
DIDN’T INVENT

ROCK N ROLL
“Originality is for people
with short memories.”
Grayson Perry
Artist
WHAT WOULD
DAVID DO?
Workshop
START STOP
CONTINUE CHANGE
• Creating the environment
• Finding different perspectives
• Creating time
• Being courageous
• Just do it
• Being safe
• Asking for permission
• Accepting no as an answer
• Worrying
• Being busy
• Taking sole responsibility
• Looking from all perspectives
• Being open to new things
• Strive and continue to worthy causes
• Dreaming and explore
• Fostering creative environments
• Building better cases with data
• Our perspective
• Our relationship with uncertainty
• How we work with people
• How we think about our audience
• Our timetables so we have time to
think and be creative
Round-up
Join our super members
BOOK AN INSPIRATION
TALK
Feedback
9.1(out of 10)
“A good scrub of the brain to clean
out the routine and replace with
curiosity and optimism.”
Jamie Coomber
Marketing Director, Sonos
“A brilliant mix of practical tools to
inspire creativity in your team and
convince the board as well as a
healthy fill up of external
inspiration for yourself.”
Sara Holt
Marketing Director, LEGO Group
Brand social (Sep17) - Summary
Our partners
Clare Hart
Chief Client Officer
Havas Media Group
Jo Moore,
Worldwide Brand Director
Lenovo
Cary Wakefield
Director of Marketing
BBC TV
Lisa Thomas
Global Head of Brand
Virgin
Gemma Greaves,
Chief Executive
Marketing Society
Ed Couchman
Director of Agency Partnerships
Facebook
Fredrik Thorsén
Global Head of Digital Marketing
Absolut
Martina Luger
CMO
Ennismore
Advisory Board
Thanks
creativesocial.com
@CreativeSocial

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Brand social (Sep17) - Summary

  • 1. 27 + 28 SEPTEMBER 2017
  • 2. Theme The Art & Business of Creativity
  • 4. “Free thinking and invention born from curiosity.” Steve Verna Head of Marketing, Freesat
  • 6. “Creativity is just connecting things.” Steve Jobs
  • 7. “Creativity is a phenomenon whereby something new and somehow valuable is formed” Wikipedia
  • 8. “Creativity is delivering on ideas that deliver business value.”
  • 11. Mr Bingo Illustrator, artist and creative superhero Nick Blunden Chief Commercial Officer Business of Fashion Paula Zuccotti Founder The Overworld Mark Earls Herdmeister Herd Consultancy Helen Job Co-founder The Akin Karen Boswell Head of Innovations adam&eveDDB Art Business
  • 12. “Imagination, inspiration, freedom and risk.” Brendan Stephens Global Creative Director, MOO
  • 14. Does creative bravery lead to business value? 96%
  • 15. “How can I be creatively brave and manage the risk?” “50 % of the brand challenge is internal - how do you convince the board?”
  • 18. ALL MY CLIENTS WANT TO KNOW ABOUT THE FUTURE OF….[STUFF] ACTUALLY MOST OF THEM WANT TO UNDERSTAND THE PRESENT 1
  • 19. THINGS ARE NOT ALWAYS WHAT THEY SEEM / USABILITY & SEMANTICS ARE OUT OF SYNC 2
  • 20. PEOPLE ARE NOT ALWAYS WHO THEY SEEM / STEREOTYPES AND TRADITIONAL SEGMENTATION MODELS NO LONGER WORK 3
  • 21. WE SEE THINGS AS WE ARE / ITS ALL ABOUT POINTS OF VIEW, THINGS ARE NOT SO LINEAR ANYMORE / HUGE SHIFT ON BEHAVIOUR (DRIVEN BY PERCEPTIONS)
  • 27. Learnings from the Fashion World @nickblunden #brandsocial
  • 28. THE CREATIVITY CRISIS “To create value, brands need to be different and maintain clear, strong brand values. At the luxury end, this brand strengthening in 2017 will likely entail a reinvestment in creativity: creating unique products that encapsulate their USP.” BOF/MCKINSEY
  • 29. THE HOTTEST FASHION BRAND ON THE PLANET “New data analysed by BoF in partnership with search platform Lyst — which tracks 4.5 million data points per hour from over 65 million annual consumers, 4 million products and 12,000 brands — found that in the second quarter, the jewel in Kering’s crown remains front of mind — with the largest share of wallet — for consumers globally.” BOF
  • 30. 30 THE REINVENTION OF GUCCI “Eventually, creative stagnation began to impact revenues. Quarterly sales growth began to slow in the second half of 2013 and, by December 2014, after years of profitable growth, Gucci had experienced three consecutive quarters of declining sales.” BOF
  • 31. 31 THE RIGHT BUSINESS TALENT “Ultimately profitability doesn’t always help the intangible value of the brand. So you can continue growing the business over two, three, four years, despite the fact that the brand might be losing momentum. At a certain point if the brand is no longer regarded as having value or influence by fashion’s opinion leaders, it is going to go down - not slightly or incrementally, but really go down.” MARCO BIZZARI
  • 32. 32 THE RIGHT CREATIVE TALENT “An abrupt disruption was needed to re-energise and reposition the brand. Hence, my first task was to find and appoint a new creative director. Almost by chance I found that person within Gucci itself. Alessandro [Michele] knew every corner of Gucci and lived and breathed the DNA of the brand. ” MARCO BIZZARI
  • 33. 33 A SHARED VISION “Everything about [Alessandro] Michele was fearless. He was very open about the issues he saw and had a clear idea of what needed to be done moving forward. Even though he was looking at things from an aesthetic point of view and I was looking at it from a business angle, we were in sync in our direction and how we wanted to shape the company.” MARCO BIZZARI
  • 34. 34 EMBRACING CREATIVITY “Marco respects creativity and creative people. He understands that the power of a fashion company lies in its creativity. I mean, when we talk together about fashion he often says, ‘I don’t know, I don’t know, I don’t know…’ But he knows very well about fashion, and understands what is needed.” ALLESANDRO MICHELE
  • 35. “If you are going to engage with a culture, you have to embrace and celebrate it rather than just dipping in your toe.” Nick Blunden Chief Commercial Officer , The Business of Fashion #brandsocial
  • 36. 36 BUILDING A CREATIVE CULTURE “At Gucci, we have a few, very simple key values that are at the heart of our organization: the empowerment of innovation and risk taking, a sense of responsibility and respect, an appreciation for diversity and inclusion, excellence in execution, and, last but not least, cultivating joy and happiness in the way we work.” MARCO BIZZARI
  • 37. 37 ALIGNING THE PRODUCT WITH THE CREATIVE VISION “There’s something happening. It is the link between business and creativity. And the more I work in this business, the more I think it is less and less number driven and more and more product driven.” MARCO BIZZARI
  • 38. 38 ALIGNING THE CUSTOMER EXPERIENCE WITH THE CREATIVE VISION “Beyond that, however, consistency and clarity across all the brand’s touchpoints is fundamental to the creation of a powerful image. Alessandro has done this brilliantly in a very short time, so that wherever you may be engaging with Gucci – in-store, online, through social media – the brand narrative is 100 per cent consistent.” MARCO BIZZARI
  • 39. 39 ALIGNING MARKETING WITH THE CREATIVE VISION “#GucciGram is a starting point to tell different stories, which are all united by a great freedom. Today creativity is often born and finds its voice in digital media, a vital source of visual culture.” ALLESANDRO MICHELE
  • 40. 40 REMAINING TRUE TO THE VISION “Resist acceleration and its obsessive panting that risks shattering life. Resist the mantra of speed that violently leads to loosing oneself. Resist the illusion of something new at any cost. There's no simple strategy to adopt; it requires the courage to slowly linger; to stay with care; to give oneself up to a story to dig deep, with a wide graceful breath." ALLESANDRO MICHELE
  • 41. 41 GETTING THE RIGHT BALANCE “After [Angela] Ahrendts decamped to run Apple’s retail programme in 2014, Bailey stepped into the highly unusual dual role of chief creative officer and chief executive officer. In hindsight, this was a mistake. The new position undermined Bailey's ability to focus on the product, which began to lose its appeal with consumers.” BOF
  • 42. 42 A NEW MODEL FOR FASHION “The only question is how long it will take for others to catch up.” BOF
  • 45. We are living in a post internet world.
  • 46. The future of creativity can still be shaped by us.
  • 47. Congregation is key - tech can augment relationships not replace them
  • 48. Innovation occurs from diverse, inclusive networks
  • 49. Lets revel in uniquely human traits of self- efficacy, curiosity, storytelling, resilience and INSTINCT
  • 50. We must embrace AI into our teams and re- allocate human resource on activities that will not be replaced by robots
  • 51. The confluence of VR, AI and “us” may create some of the most creative and “real” experiences yet
  • 52. How to buy Good Creative @scarletgeek #brandsocial
  • 53. Title slide THE KEY THINGS TO CONSIDER @scarletgeek @aandeddb
  • 54. NO1: EMOTIONS MATTER MORE THAN WORDSVerylargeprofiteffects 0% 8% 15% 23% 30% Rational messaging Combined approach Emotional priming Source: Binet & Field 2013
  • 55. NO2: CREATIVITY IS ESSENTIAL Rank Brand Ad Agency Office 1 John Lewis “Monty’s Christmas” adam&eveDDB London 2 Leica Gallery Sao Paolo “100”  F/Nazca Saatchi & Saatchi São Paulo 3 Twix Bites “#TBT Bites” BBDO New York MONTY: THE MOST AWARDED FILM COMMERCIAL IN THE WORLD Source: The Gunn Report 2015
  • 56. NO3: MAKE STUFF THAT ORDINARY PEOPLE LOVE
  • 57. NO4: SIZE MATTERS, SPEND BIG
  • 58. NO5: VIDEO IS THE MOST POWERFUL FORMAT Live TV 60% Playback TV 11% Broadcast VoD 4% DVD 4% Subscription VoD 4% XXX Adult 5% Other Online 4% Facebook 2% Youtube 6%
  • 59. NO6: ONLINE & OFFLINE SYNERGIES BOOST EFFECTS%increaseinavg.no.VLbusiness effectsfromadding 0% 15% 30% 45% 60% TV only Both Online video only 25% 54% 32% Source: Binet & Field 2016 (base 2014-16 cases)
  • 60. %increaseinavg.no.VLbusinesseffects fromaddingTV 0% 13% 25% 38% 50% 1980-1996 1998-2006 2008-2016 40% 27% 12% NO7: TV IS BECOMING MORE EFFECTIVE Source: Binet & Field 2016 (base 2014-16 cases)
  • 61. – increases attention – improves recall – Increases purchase intent – Increases sales effects by 10%-30% NO8: MUSIC MAKES YOUR ASSET WORK HARDER Source: Binet, Mullensiefen & Edwards 2013 Music improves effectiveness %campaignswithvery largebusinesseffects 0% 25% 50% 75% 100% Ad with music Ads without music
  • 62. NO9: ALL OF THIS MULTIPLES EFFICIENCY BY 10Budgetefficiencymetric 0.0 0.8 1.5 2.3 3.0 Creatively awarded Not creatively awarded Source: Binet & Field 2013
  • 63. Nov11 Nov12 Nov13 Nov14 Nov15 Man on the Moon MontyBare & Hare The Journey The Long Wait 180kmentionsonsocialmedia NO10: FAME IS A GIFT THAT KEEPS ON GIVING Source: Crimson Hexagon
  • 65. 37 Things I’ve Learned @Mr_Bingo #brandsocial
  • 88. Melanie Rickey Founder Fashion Editor at Large Fernando Desouches Senior Global Brand Director Axe/Lynx Heidi De Pauw CEO Child Focus Chris Clarke CCO (International) DigitasLBi Ilse Crawford Founder StudioIlse Creative Bravery Panel
  • 89. “For creativity to thrive, you need a chain of bravery.” Ilse Crawford Founder, StudioIlse
  • 90. The Science of Creativity @Herdmeister #brandsocial
  • 97. “Originality is for people with short memories.” Grayson Perry Artist
  • 100. START STOP CONTINUE CHANGE • Creating the environment • Finding different perspectives • Creating time • Being courageous • Just do it • Being safe • Asking for permission • Accepting no as an answer • Worrying • Being busy • Taking sole responsibility • Looking from all perspectives • Being open to new things • Strive and continue to worthy causes • Dreaming and explore • Fostering creative environments • Building better cases with data • Our perspective • Our relationship with uncertainty • How we work with people • How we think about our audience • Our timetables so we have time to think and be creative
  • 102. Join our super members
  • 106. “A good scrub of the brain to clean out the routine and replace with curiosity and optimism.” Jamie Coomber Marketing Director, Sonos
  • 107. “A brilliant mix of practical tools to inspire creativity in your team and convince the board as well as a healthy fill up of external inspiration for yourself.” Sara Holt Marketing Director, LEGO Group
  • 110. Clare Hart Chief Client Officer Havas Media Group Jo Moore, Worldwide Brand Director Lenovo Cary Wakefield Director of Marketing BBC TV Lisa Thomas Global Head of Brand Virgin Gemma Greaves, Chief Executive Marketing Society Ed Couchman Director of Agency Partnerships Facebook Fredrik Thorsén Global Head of Digital Marketing Absolut Martina Luger CMO Ennismore Advisory Board