The BAM Marketing Congress 2017

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From Confucius to Tencent and Alibaba; what can we learn from how the Chinese build their brands? After 5 years in Asia, Jacco ter Schegget will be talking about what we can learn from Chinese brands. Building brands work a bit different in the East, it is all about speed, aggression and digital first. What learnings can we take home and apply to the way we are building our brands here in Belgium and Europe? Presentation given during the BAM Marketing Congress on 6 December 2019 in Brussels Expo

Elke Van Hoof - Superior Health Council Belgium

BAM - Belgian Association of Marketing

Today organizations are on a quest to have the happiest workforce possible. In their search for the holy grail, they find fruit, yoga, laughing workshops, teambuilding, … Awards are giving to the most happy company! But are these sustainable solutions for wellbeing at work? During her talk, Elke Van Hoof will present an overview of the current societal challenges with their impact on our labor force. Myths will be challenged and alternative solutions introduced. Prepare for an interactive, inspirational and activating speech. Presentation of Elke Van Hoof - Please do fire your Chief Happiness Officer given during the BAM Marketing Congress on 6 December 2019 in Brussels Expo.

Mark Melling - Verizon Media: Age of Humans

BAM - Belgian Association of Marketing

5G will usher in the "Age of Humans" by enabling technologies like augmented and virtual reality, the Internet of Things, and artificial intelligence. It will deliver peak data rates of 10Gb/s, support up to 1 million connected devices per square kilometer, enable near-instant connectivity with latencies of 5ms, and provide extremely high reliability of 99.999%. These capabilities will drive demand for 5G applications in areas like augmented and virtual reality, cloud gaming, immersive media, and more. Mobile network operators are establishing 5G labs to provide early access and development opportunities for partners to create experiences that leverage the capabilities of 5G.

Lars Sudmann: Innovation that sticks

BAM - Belgian Association of Marketing

Presentation during the BAM Marketing Congress on 6 December 2019 in Brussels Expo. The world has changed and will continue to do so: it is volatile and complex, the speed of innovation is fast-paced. But how do teams best tackle disruption and how can marketing and communications embrace innovation and enable itself and the organization to be truly innovative? In this highly engaging and interactive keynote session we will jointly explore key areas and best practices of innovation, including tools and strategies that can be applied the next day. All participants will create interactively a roadmap for their innovation journey.

BAM Marketing Congress 2019

BAM - Belgian Association of Marketing

Ann Maes - FLRSH: Army of Friends

BAM - Belgian Association of Marketing

Presentation during the BAM Marketing Congress on 5 December 2019 in Brussels Expo. “People don’t trust brands - they believe what people they trust say about them.” Even if this statement makes you cringe, there’s some serious truth to it. How to get on the radar of ‘people our clients trust’? An army of friends helps you to crack that nut. It is not ‘another influencer’ program. It is not a client activation program either. An army of friends activates all those that share your purpose – and help you to flourish.

Chris Burggraeve: Meaningful Marketing Miracle$ in the new Galactic Age

BAM - Belgian Association of Marketing

Presentation during the BAM Marketing Congress on 5 December 2019 in Brussels Expo. Marketing Miracle$, with a “$” sign at the end, only happen when the CEO, CFO, boards and investors start to understand why Marketing is so much more than pretty pictures and Silicon snake oil. Summarizing his recently launched book: ”MARKETING is FINANCE is BUSINESS” in 4 key stages, you will discover the rocket science behind the creation of meaningful marketing miracle$ in the galactic age upon us. First, Chris will inspire us to -literally- look up to the sky and challenge our current global/local mindsets. Second, he will urge us to better appreciate the last 50 years of marketing and finance insight. Third, he will share his proven “8 fundamentals” model to address the marketing challenges of the next 50 years. Last but not least, he will show you Alpha M, the world’s first marketing capability rating model. Like a Michelin or Moody’s for Marketers, come learn how to "speak better Wall Street”!

Roeland Dietvorst - Alpha.One: The brain science behind effective marketing

BAM - Belgian Association of Marketing

Presentation of Roeland Dietvorst during the BAM Marketing Congress on 5 December 2019 in Brussels Expo. Only a small proportion of advertising drives sales effectively. Why is it so difficult to get noticed? And when do your marketing efforts actually translate into value and motivation in the minds of people? Dr. Roeland Dietvorst is a neuroscientist and founder of Alpha.One. In a joined effort for some the worlds biggest consumer brands, he uses modern brain scanning techniques to uncover the neural building blocks of brand value and desire. During is talk he will share what he has learned after scanning the brains of thousands of individuals while they are processing TV commercials or packaging designs. You will learn how to become a better marketer by using insights and techniques adopted from neuroscience.

Presentation of Chris Jackman, VP Global Levi's Brand Marketing during the BAM Marketing Congress on 5th Dec 2019 in Brussels Expo. Upon joining the Levi’s® Brand team in 2013, Chris teamed with Jennifer Sey (CMO) to drive the launch of the Live in Levi’s® campaign. Notable for reconnecting the brand with its optimistic spirit that fans around the world have loved about the Levi’s® Brand for decades, Live in Levi’s® is entering its sixth season of celebrating peoples’ favorite memories in their Levi’s® jeans. In 2017, Jackman and team launched the global hit “Circles,” one of Youtube’s top 10 ads that year.

BAM Congress 2018:Tom Goodwin from Zenith Optimedia

BAM - Belgian Association of Marketing

Tom is the EVP, Head of Innovation for Zenith Media. His role is to understand new technology, behaviors and platforms and ideate and implement solutions for clients that take advantage of the new opportunities. Tom is also voted the #1 voice in marketing by LinkedIn with over 600,000 followers on the platform. He is is also one of the 30 people to follow on Twitter by Business Insider & the top two people in advertising to follow by FastCompany. As industry provocateur and commentator on the future of marketing and business, he is a columnist for the Guardian, TechCrunch and Forbes and frequent contributor to GQ, Ad Age, Wired, AdWeek, Inc and Digiday. He features on Global TV as a regular guest on i24News is “Cutting Edge” section. Tom is currently working on a commissioned book titled Digital Darwinism. Abstract: Advertising for the Post Digital Age 8 Themes to understand the future in the context of the past, a way to rethink advertising around new possibilities, not adapt thinking from the past.

BAM Congress 2018: Marketer of the Year Mieke Debeerst from Belfius

BAM - Belgian Association of Marketing

BAM Congress 2018: Bob Hoffmann from Ad Contrarian

BAM - Belgian Association of Marketing

This document presents a summary of key insights and findings that challenge common assumptions and delusions held by marketers. It summarizes research showing that digital advertising is less effective than claimed, that brands are less important to consumers than believed, and that older consumers are more valuable than traditionally targeted. The document aims to provide marketers with a more informed perspective on these issues.

BAM Congress 2018: Ellen Kegels from LN Knits

BAM - Belgian Association of Marketing

LNKnits stands for Belgian ‘fairfashion knitwear’, founded in 2011 by Ellen Kegels. Every piece is made by hand in Peru, giving honest work to over 350 families. LNKnits only works with natural fibers such as baby alpaca, linen and cotton. Designing comfortable knitwear for every occasion, for the young and old, with care for the planet and humanity. #wemakeadifference Passion for sustainability, entrepreneur in heart and soul. Presentation title: Sustainable fashion and the importance of storytelling

BAM Congress 2018: The Meaningfulness of Marketing

BAM - Belgian Association of Marketing

The Belgian Association of Marketing wants to put Meaningful Marketing at the heart of brands. Because more meaningful marketers will build more meaningful brands. Brands that have a positive impact on consumers’ and collective wellbeing. Brands that resonate with employees. Brands that generate wealth for their owners. Sounds ambitious, challenging, demanding? For sure. But we always look at the bright side of life.

BAM Congress 2018: Yaser Bishr from Al Jazeera

BAM - Belgian Association of Marketing

Dr. Yaser Bishr is the Executive Director of Digital at Al Jazeera Media Network. Yaser is leading the Network’s transformation as a global digital media player. Prior to Al Jazeera, Yaser was Chief strategist and business development Director at Lockheed Martin, based in the Washington D.C. Area with remit to lead the transformation of its intelligence and cyber business form government focused to commercial. Yaser has 21 years’ experience as software architect and engineer, entrepreneur and academic. Prior to joining Lockheed, Yaser had successfully co-founded and told several startups in location based services and social media analytics in Germany and in he US. Yaser holds an MBA from Duke University, an MSc and Ph.D. in Computer Science from the University of Twente in the Netherlands. Presentation title: The War for Influence: Are We Ready?

BAM Congress 2018: Xavier Huberland from RTBF

BAM - Belgian Association of Marketing

Experienced Manager/Leader from research to marketing/sales challenges in FMCG/Telco/Media, though Nielsen Marketing Research, Kraft Foods, Proximus, RTL Belgium, RTL Group and RTBF. Abstract RTBF journey: content first Media brands/channels selected according to audience usages. Added value of media brands will last over time, definitely for a public broadcaster. Therefore the RTBF Vision 2022 plan with a significant organization turnaround in 2018.

BAM Congress 2018: Peter Schelstraete

BAM - Belgian Association of Marketing

Peter is co-founder and CEO of UBUNTOO, a tech platform that aims to become the ‘Linkedin for Sustainability’. UBUNTOO helps corporations to achieve their sustainability goals by connecting them to a groundswell of entrepreneurs, innovator and influencers. Additionally, he advises and angel-invests in a portfolio of startups. Previously, Peter was at The Coca-Cola Company. In his 19 years’ tenure, he held a variety of high profiles roles, including Global VP Digital, Assets, Licensing & Retail – responsible for the company’s digital transformation and the management of sports and entertainment assets. During his earlier role as CMI for Asia Pacific, Coca-Cola was awarded “Advertiser of the Year” and “Most Admires Marketer”. Before joining Coca-Cola, Peter worked Beierdorf / Nivea Cometics in Europe. Being a true world citizen, Peter has lived and worked in four continents. He has Master’s degree in commercial Engineering at the University of Leuven., Belgium and also holds a Postgraduate Master’s degree in Business Management from the University of Montpellier in France. Abstract The Architect of Value The emergence of mass media during the second half of the 20th century has given rise to the Marketing Artist and a multi-billion-dollar industry based on brand and product storytelling. With the digital revolution of the 21st Century, the pendulum has swung towards a generation of Marketing Engineers who are leveraging an ever-growing availability of data and algorithms to develop personalized offerings. With these 2 contrasting schools, the Marketing worlds seems in disarray and in need of a new NorthStar. During his 30min talk, Peter Schelstraete will explore a new pathway for Marketing. His findings are based on the MARS Marketing Research project, conducted by a team of 5 researchers for the Mobile Marketing Association and Forbes Magazine and for which more than 100 CMOs and Senior Marketers of 80 companies were interviewed.

BAM Congress 2018: Jos de Blok from Buurtzorg

BAM - Belgian Association of Marketing

BAM Congress 2018: Hugues Bersini from Université Libre de Bruxelles

BAM - Belgian Association of Marketing

Professor in Université Libre de Bruxelles and Co-Director of the IRIDIA laboratory. He teaches Artificial Intelligence, Object-Oriented technologies and Web Programming both for academics and for entreprises. Member of the Belgium Royal Academy of Science. Abstract: The two AI: conscious & unconscious Since the birth of AI 60 years ago, two RD directions have always compete: the conscious, symbolic and explicit AI, giving rise to software for planning, problem solving, expert systems, and the unconscious and implicit one, based on neural networks, machine learning and Big Data. Depending on the failures or successes of each research direction in overpassing human cognitive performance, they have alternatively been under the spotlight. I will explain the history and the reasons for these two scientific traditions on many different applications such as board games, selfless driving car, linguistic translation, and why, these days, the second one, re-baptized Deep Learning and Big Data (just old wine in new bottle) has gained this huge amount of attention. Should we worry about this impressive bifurcation?

BAM Congress 2018: Elisabet Lamote from Trooper

BAM - Belgian Association of Marketing

How to realise an efficient marketing campaign for a brand, and at the same time be socially involved? What is the impact of social, purpose driven marketing on a brand? How to realise a behaviour change within a community? A new way of building strong brands, based on the story of Trooper. Trooper is a new cybermediair building bridges between associations and brands. Trooper is a loyalty & shopping portal on the one hand used to collect money for your good cause or association (sportsclub, youthclub, schools…) by online shopping and on the other hand used by brands to build strong bond with consumers by giving support to the association of their choice. Trooper enables brands to integrate CSR in efficient marketing.

BAM Congress 2018: Aude Mayence as Marketer of the Year

BAM - Belgian Association of Marketing

BAM Congress 2018: Alfred Levi from AholdDelhaize

BAM - Belgian Association of Marketing

This document discusses retail media and its potential as a marketing channel. It outlines 7 rules for effective retail media programs, including that programs must provide a "triple win" for customers, marketers, and retailers. It emphasizes using customer insights and a data-driven approach to target communications precisely and measure campaign impact. The document argues that retail media can offer transparent reporting on returns from marketing investments and reach customers closer to the point of purchase.

BAM Congress 2018: Ynzo van Zanten from Tony Chocolonely

BAM - Belgian Association of Marketing

Presentation of Ynzo van Zanten at the BAM Marketing Congress 2018 about "The Meaningfulness of Marketing". Speech title: The story of an unusual chocolate bar. Abstract: Tony’s Chocolonely isn’t your average chocolate company, but a chocolate company with a huge mission; to end modern slavery and exploitation in the cocoa industry. With amazing chocolate recipes they set the example and show that chocolate can be made in a more responsible way; in taste, packaging and the way they build long term relationships with cocoa farmers and the way they handle an open and transparent value chain. Ynzo van Zanten, Tony’s ‘Choco Evangelist’ will tell the story of Tony’s roadmap towards 100% slave free chocolate and how everyone can join this movement. And who knows, perhaps you will leave with a nice bar of Tony’s chocolate to take home.

BAM Congres 2017: Wim Decraene (Accenture Digital) - How to make dinosaurs da...

BAM - Belgian Association of Marketing

We are in the Digital Age. The business world seems to be dominated by Digital Giants and Unicorns. For Digital Dinosaurs to prosper in this era they should continuously dance on a thin line between renewing their core and designing the new. If they get this right, they can actually be fierce competitors for Giants and Unicorns. Digital Dinosaurs are large, often multinational companies created before the arrival of the Internet. They exist in every industry and are important in terms of employment and contribution to GDP growth. They are however under threat and digital is accelerating this. To survive and prosper, Digital Dinosaurs should continuously dance on a thin line between renewing their core business—putting digital into their core to create more delight for customers and to optimise internal processes—and designing the new—creating, building and scaling new businesses, products or solutions that can reinforce the core business of today and be ready to become the new core of tomorrow…

BAM Congres 2017: Stefan Hyttfors - Value creation in the digital economy

BAM - Belgian Association of Marketing

Trust was always key to success in business and sharing is nothing new but connectivity and networking technologies is the foundation for a new society, we are shifting from institutional trust to network based trust. Crowdsourcing, peer-to-peer, sharing economy, cryptocurrency… Statistics go beyond buzzwords! Fortune 1000 companies are being disrupted by start-up’s and most of the brands we will talk about in ten years time are probably not even invented yet. There was never a better time for innovators and entrepreneurs.

BAM Congres 2017: Mark Herman - When and how to start an interactive dialogue...

BAM - Belgian Association of Marketing

Conversational commerce is generally used to describe how consumers can use chat, messaging, or other natural language interfaces (i.e. voice) to interact with brands or services – an approach that was not yet possible in the one way communication approach that brands have used till now. But even in a high tech messaging environment, technology is only an enabler and a true “brand-consumer dialogue” can only be successful when providing real value to consumers. Mark will talk about what sympl has learned building the first recruiting chatbot in Europe, helping marketeers to understand when and how (not if!) they should start an interactive dialogue with their consumers.

BAM Congress 2017: Susan Weinschenk - The future of Human Technology Interaction

BAM - Belgian Association of Marketing

Machine learning, advanced robots, and virtual reality are here. Crucial design and ethical decisions are being made, and will be made in the near (3-5 year) future that will shape the interactions between machines and people for years to come. Today’s designers and product managers will be and are the architects of these relationships moving forward. Learn what are the most important decisions designers will make, and the skills and knowledge you will need to design our future with technology.

BAM Congres 2017: Rory Sutherland (Ogilvychange) - Innervation

BAM - Belgian Association of Marketing

Rory is Vice Chairman, an attractively vague job title which has allowed him to co-found Ogilvychange, a behavioral science practice. Rory co-heads a team of psychology graduates who look for “butterfly effects” in consumer behavior – these are the very small contextual changes which can have enormous effects on the decisions people make – for instance tripling the sales rate of a call centre by adding just a few sentences to the script. Put another way, lots of agencies will talk about “bought, owned and earned” media: we also look for “invented media” and “discovered media”: seeking out those unexpected (and inexpensive) nudges that transform the way that people think and act.

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