Arguably the importance of brand image is at an all-time high, with competition growing rapidly and consumers exposure to new brands increasing with social media. With this in mind, building a strong brand image and communicating this with your consumers should be a key element of your marketing strategy. This session will also cover best practice in aligning external and internal brand values and how to tailor brand messaging.

• Benefits of building a strong brand
• Aligning external and internal brand values
• Tailoring brand messaging

Nicola Anderson, CMO at MyTutor will be discussing why spending on brand is so important for start-ups, and the importance of using the right kind of advertising for your business. Sharing why MyTutor decided to invest in TV, a channel not often used by Start-up brands. Nicola will also be debating the use of agencies, and best practice in managing the relationship between in-house and agency use.

• Why spending on brand is important to start-ups
• How to determine the right kind of advertising
• Managing the relationship between in-house and agency use

This session will consider the importance of diversity and inclusion within brand and marketing campaigns, and how taking a proactive, rather than reactive, approach will help organisations stand out from competitors. We’ll also examine how messaging can be improved to be more inclusive, with examples of case studies that show the right and wrong way to go about doing it.

• Why diversity and inclusion are important to Brands
• Brand image proactivity vs reactivity
• Making messaging more inclusive
• Case studies – the good and the bad

Traditionally with very different marketing strategies, in 2021, B2C and B2B marketing leaders may have more to learn from one another than first expected. This panel of B2B and B2C marketing leaders will share their experiences and what can be learnt across these sectors. Discussing the importance of creativity via digital channels, as well as why both should be focusing on outcome and not just output.

• What can be learnt from across these sectors?
• Importance of creativity via digital channels
• Focusing on the outcome not output

With increasing companies committing to become ‘carbon-negative’ and ‘net-zero’ this session will discuss what this truly means and how we can reduce greenwashing. Looking at why it is important to set realistic achievable goals to deliver transformation change and how this can be achieved.

• What it truly means to be net-zero?
• Setting realistic achievable goals to deliver transformational change
• Looking beyond net-zero – to being carbon negative

With the world opening up, and cases fluctuating globally, this session will consider how to manage the unknown. As well as preparing for future crises and how to future proof your business and marketing team.

• Managing fluctuating cases globally
• Preparing for future crises
• Future proofing your business and marketing team

In this interview, Shira Feuer will be sharing how Trinny London utilised their marketing strategy to strengthen brand image and how this was achieved by a start-up which is growing rapidly.

• Benefits of building a strong brand
• Aligning external and internal brand values
• Tailoring brand messaging

This session will consider the importance of diversity and inclusion within brand and marketing campaigns, and how taking a proactive, rather than reactive, approach will help organisations stand out from competitors. We’ll also examine how messaging can be improved to be more inclusive, with examples of case studies that show the right and wrong way to go about doing it.

• Why diversity and inclusion are important to Brands
• Brand image proactivity vs reactivity
• Making messaging more inclusive
• Case studies – the good and the bad

Direct Line Group adopted a “full fat” agile operating model across its head office in H2 2020 whilst also navigating through the challenges of remote working. That double whammy created challenges and opportunities in equal measure. This session will explore why and how DLG moved to agile and what the learnings have been.

• Agile can provide new stimulus and momentum – but it’s never done!
• The transformation has to be led from the very top of the organisation
• Mindsets are more important than methodology in terms of what makes it all work

With the ‘new normal’ in working practices being a hybrid approach for many, this session will discuss best practice in informing and engaging team members at home and in the office simultaneously. As well as how to engage all personality types in a hybrid or remote working model and a look at technology preferences for marketing leaders.

• Best practice in internal communication tools and strategies
• Managing team members across different workplaces
• Including all personality types
• Technology supporting hybrid models

A look at what steps can be taken within marketing to overcome the gender pay gap, as well as considering the impact of transparent pay rises at all levels. Further discussing how as an industry we can encourage women into higher level roles.

• What steps can be taken to reduce the gender pay gap
• Discussion into transparent pay rises
• How can we encourage women into higher level roles?
• Considering other pay gaps which need highlighting

The covid pandemic has had an undeniable impact on talent, and this session will consider how marketing leaders can attract and retain top talent. The panel will discuss changing behaviours in candidates post pandemic and how to manage different expectations between generations. As well as hearing how marketing leaders from different sized companies are managing this challenge and what learnings can be shared.

• Understanding changing behaviours of candidates
• Managing differing expectations between generations
• As workplace changes, what impact will this have on retaining talent?
• Discussing how different sized companies are managing this challenge

Data has huge potential and advantages; however, it can often be overlooked and underutilised. The challenge is understanding how best to take advantage of data and utilize it to deliver great customer experiences. Additionally, as marketing channels grow, data collection also grows, and it is vital to ensure all areas of data are made use of.

• Taking advantage of data
• How data can be utilised to deliver great experiences
• Data collection across channels