The secrets of over-performing brands

Transcription

1 In association with UK CHAPTER The secrets of over-performing brands OVERVIEW OPPORTUNITY 21st May 2014 Vintners Hall, London THE FORMAT YOUR BRAND THE DAY PLEASE CLICK HERE FOR FURTHER INFORMATION VENUE Global Brand Think Tank Sponsored by:

2 Overview EffectiveBrands, our partners on the Global Brand Think Tank series, has led an unprecedented initiative over the past year - Marketing2020, which has great learning for all organisations that want to out-perform the market. With over 250 brands from across the Globe providing details of their capability and experience across all essential areas of their marketing organisations, EffectiveBrands has been able to identify the characteristics of over-performing brands and highlight what these stand-out organisations are focusing on and investing in currently. The IAA has therefore invited the UK Managing Partner Teresa Octavio to share what they learnt from this International Study and what they are telling CEOs and CMOs to prioritise if they wish to win in the future. You are invited to join this half-day workshop on the 21st May at Vintners Hall in London as our guest. Background on the IAA Global Brand Think Tank In 2008, the UK Chapter of the IAA started a new initiative called the Global Brand Think Tank. It was designed to provide a vehicle for global brand marketers, networked agency chiefs and International media to talk about the issues facing them and to share best practice and new insights. Since then, the IAA has hosted six events on themes of interest to global brand champions and published a number of white papers. For full details please visit:

3 A rare opportunity to hear what the best global brands are doing to win Our chosen theme Growth is the only game in town if you are a global brand marketer. If you are not striving to grow your share, your profits, your brand s equity then you aren t doing your job. The Marketing2020 Study had good news for the marketing community - 58 per cent of senior marketers agreed that marketing was working closely with the chief executive to establish the company s strategic growth agenda, compared to 38 per cent in 2006 but in order to stay on this trajectory, you have to keep delivering. The over-performing brands in the M2020 Study give us all clues on what it takes to win in the current environment. During our workshop we will focus on three characteristics: 1 Big Insights 2 Purposeful positioning 3 Total Experience

4 The Workshop Hear how the best performing global brands are excelling at: 1. BIG INSIGHTS The breadth and depth of data available to the marketing organisation is increasing rapidly. Today, many organisations are struggling to connect the data sources and fully leverage the information that is becoming available. Overperformers have the edge in extracting big insights from big data -they have a clear point of view how big data will impact the marketing organisation and are putting the skills, systems and processes in place that will equip their organisation to extract big insights. We have the right data and analytics available to measure marketing effectiveness 38% 45% Under-performers We are able to leverage all data and analytics available to improve our marketing effectiveness 33% 42% Over -performers Source: EffectiveBrands M2020 Study 2. PURPOSEFUL POSITIONING Winning marketers agree brands with a clear purpose have the ability to drive business growth, margin and price better than those without. The purpose might be based on functional, emotional or societal benefits but the facts remain brands with these values dramatically out-perform rivals see the chart on the right. 3. TOTAL EXPERIENCE Evidence shows that the depth and breadth of the consumer experience drives brand value. Winning brands deliver a total experience with high breadth and high depth: creating a personalised and social experience that has a multitude of touchpoints throughout consumers daily lives. Advantages to be achieved Impact of having a societally purpose brand (Q3602) on marketing KPIs (current performance versus competition) 54% 66% 45% 61% 51% 59% 59% 70% 55% 66% 45% 59% 44% 50% 46% 65% Q9 Market Share Q11 Lead generation Without purpose Q13 Market Share Source: EffectiveBrands M2020 Study Q14 Market Share With purpose Q15 Consumer engagement Q16 Revenue growth Q17 Marketing return on investment Q18 Brand health

5 The format & scope of the workshop We are inviting up to 75 marketers of global brands to join us on the afternoon of the 21st May The workshop will be divided into three parts: 1 Marketing2020 Study presentation on over and underperforming brands 2 Panel discussion on what is required to over-perform now and in the future 3 Facilitated discussions on the three key focus areas We are delighted to be joined by: James Tipple, Head of Global Brand Strategy, Virgin Group Caroline Taylor, CMO, IBM Europe Mark Murray, Global Planning Director, Diageo Moderated by Michael Toedman, Chairman, IAA Global Brand Think Tank The challenge for brands is how to ready their marketing organisation to drive growth in a rapidly changing environment. Teresa Octavio Managing Partner, EffectiveBrands London Total experience achieving the right balance Inconsistency Depth Value Proposition Breach of Privacy # of Touch Points and Experiences The sweet spot, e.g. Nike Fuelband Breath Source: EffectiveBrands M2020 Study

6 Is your brand ready to compete? With more than 250 CMO interviews and a comprehensive online survey that reached more than 10,000 respondents in 92 countries, the outputs from this important Study will help all advertisers to develop the strategies and organisational capabilities that Keith Weed (chair of the Marketing2020 board) referenced at Cannes. The Study set out to ask the big question - How should marketing focus and organise to deliver business growth? The resulting report focuses on four key areas of recommendation for business leaders tasked to drive growth and meet the challenges of a new marketing landscape expected by the decade s end: 1 The role of marketing in delivering the business strategy 2 The best way to structure the marketing department 3 How to build capability - equipping the marketing function 4 The leadership skills and behaviours of winning CMOs As marketers ready their brands to compete in a world of accelerating change from digital to big data, they must equally ready their organisation s capabilities and structure to be fit to win for twenty-first century marketing. Keith Weed Chief Marketing and Communications Officer, Unilever and Chairman of the Marketing2020 Study Delegates at the workshop will not only hear about the characteristics of over-performing brands but have the opportunity to talk to peers across categories about the key areas of capability that will allow them to compete and thrive in the future.

7 What will you gain from attending? It takes significant experience to evolve the global marketing organisation to optimally address the new opportunities and challenges that today s connected world brings. Most global marketing organisations are still struggling to make the right decisions about how best to organise themselves to win. This IAA hosted workshop is a great opportunity to stop, think and share ideas with peers in a neutral, multi-sector environment. Join us to set your own priorities 1.30pm Registration pm Interactive workshop including a presentation on the characteristics of over-performing brands based on the EffectiveBrands M2020 Study, inputs from senior marketing panellists and facilitated group discussions 5.30pm Cocktails & canapés If you would like one of the 75 complimentary places available, then please michael.toedman@iaauk.com

8 The Marketing2020 Study was created by EffectiveBrands - the only global marketing consultancy specifically focused on increasing global marketing effectiveness. In the UK, the Partners on the Study were ISBA, Spencer Stuart, Marketing Week and Metrixlab. To find out more about the Study and the International Partners, please visit We will have to build the capability to understand and engage customers and prospects as unique individuals based on what we know about them and where they are on their journey, and how they prefer to interact with us, by device, time or channel. Jon Iwata SVP, Marketing and Communications at IBM and advisory board member Marketing2020 The venue for our Global Brand Think Tank workshop on the 21st May 2014 is: Vintners Hall 68 Upper Thames St London EC4V 3BG Cannon Street, Mansion House and Bank Tube Stations are all within five minutes walk from the Hall. Bus service 344 crosses Southwark Bridge. London Bridge is the closest Mainline Station. BOOK YOUR PLACE NOW