The Digital Leaders Masterclass will showcase a selection of expert insights from five industry leaders who will share their experience and thought leadership on the big issues, industry trends and innovative strategies that will help deliver excellence in online marketing performance. The masterclass is a must attend for digital marketers who want to develop a greater insight into the holistic world of digital, a world that demands greater connectivity across all digital functions. Hot topics include: search, content marketing, social media, data analysis & insight and online brand reputation management.

1. Digital Leaders
Masterclass
By Invitation Only
#DLMLeeds
Where: Round Foundry Media Centre, LS11 5QP // When: Tuesday 3rd November 2015
9.30am-12.30pm // *Registration between 9.00am-9.30am*

2. The masterclass aims to provide delegates with a unique ‘Digital’ learning experience, with five
industry experts sharing powerful insight and strategic thinking on the big issues, industry trends
and innovative strategies that will deliver excellence in online marketing performance.
The masterclass is a must attend for digital marketers who want to develop a greater insight into
the holistic world of digital, a world that demands greater connectivity across all digital functions.
Digital Leaders
Masterclass #DLMLeeds

3. In partnership with:
Venue Sponsor
www.bloomagency.co.uk
Jaywing
www.jaywing.com
We Are Social
www.wearesocial.net
Creative Design Partner
www.pixelpusher2000.com
Igniyte
www.igniyte.com
Search Laboratory
www.searchlaboratory.com
Associate Sponsor
www.orchard.co.uk
Epiphany
www.epiphanysearch.co.uk
The Digital Strategy Unit
www.thedigitalstrategyunit.co.uk
www.pixelpusher2000.com
Pixelpusher2000

4. Who’s
Attending?
• Head of Marketing Operations, Digital Excellence – O2
• SEO Manager – Jet2
• Digital Marketing Manager – Irwin Mitchell
• Digital Content & Project Manager – Kellogg’s
• Digital Marketing Manager – Lloyds Banking Group
• Head of Marketing Campaigns – William Hill
• Head of Acquisition & Media, Sportsbook – Sky Bet
• SEO & Content Marketing Manager – Sky Bet
• Customer Strategy & Planning Manager – YBS Group
• SEO & Content Manager – icelolly.com
• Ecommerce Manager – Pure Collection
• Senior SEO Manager – The Co-operative Group
• Head of SEO & Web Analytics – Ebuyer
• Senior Digital Marketing Manager – TD Direct Investing (Europe)
• Head of Digital Marketing – Victoria Plum
• Digital Experience Manager – First Direct
• Head of Marketing – WageDayAdvance
• Digital Marketing Manager – WageDayAdvance
• Head of e-Commerce – Joe Browns
• Digital Marketing Campaign Manager – Provident Financial Group
• Senior Digital Marketing Manager – Shop Direct
• Head of Marketing – Glo
• Marketing Communications Manager – HML
• Head of SEO – Netmums
• Communications Manager – Xerox
• Head of Digital & Ecommerce – Universal Utilities
• Marketing Manager – Yorkshire Water
• Senior Communications Manager – Wilko
• Head of Marketing – Park Leisure
• Head of Marketing – Findel Education
• PR & Social Media Manager – Hermes
• Professor of Marketing – University of Liverpool (Business School)

5. Search in 2016:
How you need to think and what you need to do
Ian Harris, CEO at Search Laboratory
Your search strategy is critical to your success, but how do you ensure it
delivers sustainable success in a complex and ever-changing world? In
this session, Ian shares a unique agency-side perspective to search, as
well as providing strategic insight into what brands should be doing in
order to maximise the effectiveness of their search campaigns. The way
search interacts with other channels is critical, but how do you deal with
and make sense of the overwhelming data that is generated? All will be
revealed in Ian’s session!
Head over heels for digital data
Gavin Shore, Creative Director & Mitch Vidler, Head of Digital
Analysis at Jaywing
Love is all around. Never more so than when it comes to intelligent, omni
channel relationships between brand and consumer. But what role should
data science and analysis play, particularly in a digital environment?
Can forging timely and personalised conversations hinder emotional
belonging? Jaywing’s Gavin Shore, Creative Director, and Head of Digital
Analytics Mitch Vidler, explore the tension between head and heart; the
fiery relationship of data and creativity online
Steampunk and the customer journey: A case for
putting the audience before the channel
Tom Salmon, Managing Director at Epiphany Search
It’s easy to fall into the trap of trying to solve problems by drawing on
what you already know rather than spending time looking for a better way
of finding the answer. In this presentation, which draws upon a real world
example, Tom explores the art of the possible and how marketers can
shape their content and advertising strategy to fit the needs of their
potential customers in the moments that matter.
The future of social media
Tom Ollerton, Marketing Director at We Are Social
This talk will tell you everything you need to know about the next 12
months of social. Tom will look at the major trends that will shape social
media in the next year from a technology, content, culture and business
context.
The story of the ‘greatest thing in the history of the
universe’
Alex Craven, CEO at Bloom
This talk will explain the process of how social data and digital is now
informing the creative process to produce more effective content mar-
keting than ever before. Using the Sky Sports #PLMoments campaign,
Alex will explain how using insight to analyse social conversations
around the Premier League led to producing the memorable Sky Sports
campaign starring Thierry Henry.
The insight painted a picture of what football fans cared passionately
about, and the content they were sharing. This integrated campaign
analysed more than 70 million tweets and received 18 million views on
Facebook within the first week, topped the Campaign Viral Chart with
306,000 shares over the same seven-day period. The Mirror even went as
far as calling the ad “the greatest thing in the history of the universe“.
Roundtable: Brand protection vs conversations
online (Session runs from 1pm-2pm)
Caroline Skipsey, Managing Partner at Igniyte
It is estimated that there are now 65 million comments left monthly on
social platforms, review sites and forums. Managing online conversations
about a brand is fast becoming an internal struggle for Marketing and
Customer Services teams; whose responsibility is it to deal with them?
Who should respond to them and how can you control the amount of
negative posts and encourage positive posts?
Brand reputation and trust go hand-in-hand, in this roundtable – we’ll
discuss the processes for managing conversations online internally, and
how you can implement processes and procedures to increase trust in
your brand online and minimise the risk of an online crisis.
Expert Sessions

6. Speakers
Tom Salmon,
Managing Director
at Epiphany
Tom’s is a season marketer and
strategist with over 15 years of
experience in marketing
communications and change
management. As Managing
Director, Tom is responsible for
Epiphany (UK and Australia).
Alongside overseeing Epiphany’s
portfolio, Tom has a focus on
innovation at the award-winning
agency and a keen interest in new
technologies, approaches and how
organisations can harness them.
Gavin Shore,
Creative Director
at Jaywing
Gavin has overall responsibility for
creative output at Jaywing. He’s
developed an affinity for ideas and
creating brand communications
that, like any good story, can move
and captivate people, to take them
on a journey. Gavin has an
infectious passion to lead creative
teams and drive the vision for an
idea, along with the humility to
understand that what truly matters
isn’t who creates the idea, but what
it can achieve.
Gavin has been instrumental in
winning and working on accounts
for many of the UK’s most
recognisable brands, including The
Co-operative Bank, First Direct,
Oxfam, Regatta and E.ON.
Mitch Vidler,
Head of Digital Analysis
at Jaywing
Mitch plays a vital role in helping
clients get the most out of digital –
turning their data into actionable
creative insights while enhancing
the profitability of their assets. He
is responsible for digital projects
for a variety of clients, overseeing
digital analysis, targeting and
product development.
Mitch joined Jaywing from retail
intelligence specialist Symphony
EYC, where he was Vice President
of Strategy. He was an original
founder of SDMV, a digital and
purchasing agency that worked
with leading UK FMCG brands. As
part of this role, he co-wrote and
developed the Slingshot platform,
which allows customers to place
products straight into the baskets
of their chosen retailer from any
brand communication. In addition,
Mitch has far-reaching experience
in building real-time targeting
mechanics, having worked with
many well-known brands including
Kelloggs, Kraft and PepsiCo.
Tom Ollerton,
Marketing & Innovation Director
at We Are Social
Caroline is Managing Partner of
Igniyte, playing a key role in
establishing the company as a
specialist in online reputation
management. Caroline has 20 years
of business, legal and financial
experience within the media and
digital marketing industries.
Working with clients and their legal
advisors to give support when
they’re facing issues; Caroline helps
companies deal with inappropriate,
defamatory and unsubstantiated
content online.
Caroline’s knowledge is sought by
legal partners, brands and
companies and as such, is a key
industry spokesperson, regularly
asked to speak at legal, marketing
and PR conferences and events.
Caroline is the author of A Guide to
Managing Your Personal
Information Online, and regularly
features on leading publications
and TV and radio stations across
the country.

7. Alex Craven
CEO
at Bloom
With more than 15 years’
experience in marketing and
strategy development, Alex was
voted one of the UK’s most
influential people in digital by The
Drum magazine. As one of Bloom’s
founders, Alex explores the
ever-changing technological
landscape to build and lead teams
that thrive on turning that change
into new and exciting opportunities
for our clients.
As a specialist in ecommerce
digital marketing campaign
management, social media, search,
web design and development, he’s
worked with major brands such as
Emirates, itv, Sky, Goal.com and
Hitachi.
Caroline Skipsey,
Managing Partner
at Igniyte
Caroline is Managing Partner of
Igniyte, playing a key role in
establishing the company as a
specialist in online reputation
management. Caroline has 20 years
of business, legal and financial
experience within the media and
digital marketing industries.
Working with clients and their legal
advisors to give support when
they’re facing issues; Caroline helps
companies deal with inappropriate,
defamatory and unsubstantiated
content online.
Caroline’s knowledge is sought by
legal partners, brands and
companies and as such, is a key
industry spokesperson, frequently
invited to speak at legal, marketing
and PR conferences and events.
Caroline is also regularly asked for
comment in leading publications
and the media, most recently
appearing on BBC Breakfast and
Sky News.
Ian Harris
CEO & Founder
at Search Laboratory
Ian is the founder and CEO of
global search engine marketing
agency Search Laboratory. For the
last nine years his unique scientific
and mathematical approach to
search engine optimisation and
pay-per-click advertising has seen
him grow Search Laboratory from a
two-man operation to today
employing over 150 in-house
search specialists and linguists,
managing a world famous client
list.
Ian’s career began in programming,
which led to him being appointed
as CTO for one of the world’s
largest web localisation companies.
Here he helped companies such as
British Airways, IBM and HSBC tap
into new overseas markets online.
During his time as CTO Ian
witnessed many large organisations
trying to build search marketing
campaigns in multiple languages –
either by translating keywords or
by using a student intern. Ian
wanted to fill the gap in the market
for a dedicated multilingual search
engine marketing service and
subsequently created Search
Laboratory in 2005.
David Crawford,
Founder at
The Digital Strategy Unit
David is an experienced and
passionate digital marketing
strategist having worked in digital
for the last 15 years, with 10 years
plus before that in traditional
marketing communications.
David has held senior, board level
roles in specialist digital and
integrated agencies such as
McCann Erickson, Made By Pi, BJL,
twentysix and Branded3. He has
also run his own successful
consulting business working with
agencies and brands on improving
their digital performance – again,
both at a business/operation levels
as well as part of the marketing
communications mix.
He’s worked across a broad cross
section of businesses across pretty
much most major sectors, working
with brands such as Walt Disney
Parks & Resorts, American Airlines,
UPS, Bentley Motors, Guardian
News & Media, Johnson &
Johnson, Travelex and Virgin
Holidays.
David is the Official Chair at
#DLMLeeds

8. How to attend
If you’d like to attend or get involved as a partner
for future masterclass events, please contact:
John McCambley, Event Producer
+44 (0)7796322894
johnmcc73@gmail.com
Further information can also be found on
www.johnmccambley.com/