On 8 – 10 June 2020 the 20th edition of our CMO Brand Insight Summit will bring together senior marketing decision-makers & business leaders from across North America at the The Ritz-Carlton in Naples, Florida. Drawing on experience within their organizations, senior marketers across industries will share knowledge & expertise on how to tackle today’s most pressing challenges.

The summit is an effective environment to engage, collaborate and drill down into key themes such as: Thought leadership; Content creation & dissemination; Customer experience; The digital & physical divide; Data analytics & insights; Organization & Culture.

From case studies which lift the lid on operations inside best-in-class organisations, to workshop sessions which focus on common challenges, the summit will provide all attendees with the knowledge, tools & techniques which they can immediately implement once back at their organizations.

Our Approach

Every GDS Summit has one stated aim: to help attending executives implement their key projects more effectively. We do this by developing an in-depth understanding of those executives' project needs, the business outcomes they want to achieve, and the challenges they face in terms of hitting those goals.

Who Attends

Our summits are designed for executives looking to take their business to the next level – from market-leading brands to disruptive new entrants. As such, we’ve worked with some of the world’s best-loved and most forward-thinking businesses.
Apply to attend

Past Attendees

At previous events we've helped executives from some the world's most significant firms - as well as the most forward-thinking - to address their project challenges.
Image of Todd Ballard
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Todd Ballard
CMO
GoPro
Image of Kasumi Mihori
Logo of Sony Pictures Entertainment
Kasumi Mihori
SVP, Brand Creative
Sony Pictures Entertainment
Image of Ken Muench
Logo of YUM! Brands
Ken Muench
CMO
YUM! Brands
Image of Chris Curtin
Logo of Visa
Chris Curtin
Chief Brand & Innovation Marketing Officer
Visa
Image of Glenn Thomas
Logo of GE Healthcare
Glenn Thomas
CMO
GE Healthcare
Image of Steven Bushong
Logo of Disney/ABC Television Group
Steven Bushong
SVP, Marketing Operations
Disney/ABC Television Group
Image of Alexandre Antonello
Logo of Burger King
Alexandre Antonello
Head of Marketing, LatAm
Burger King
Image of Cheryl Gilberg
Logo of Mizuho Americas
Cheryl Gilberg
Chief Communications & Marketing Officer
Mizuho Americas
Image of Emanuele Madeddu
Logo of National Geographic Partners
Emanuele Madeddu
Former EVP, Global Brand Strategy & Consumer Marketing
National Geographic Partners
Image of Will Cady
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Will Cady
Head of Brand Strategy
Reddit
Image of Elie Dekel
Logo of Legendary Entertainment
Elie Dekel
EVP, Brand Development
Legendary Entertainment
Image of Mehdi Tabrizi
Logo of Moda Health
Mehdi Tabrizi
CMO
Moda Health

6 Challenges in Marketing

Our summit is focused on solving your strategic challenges
  • Satisfying & exceeding customer expectations in an era of short attention spans & entitlement.
  • Leveraging analytics & consumer insights to create impactful & relevant content.
  • Delivering authenticity in brand strategy in a world where purpose drives purchase.
  • Inspiring collaboration & agility across the organisation to optimise growth & customer engagement.
  • Bridging the digital & physical divide to create a seamless omnichannel customer experience.
  • Harnessing the human approach in addressing customer needs & understanding where the brand message needs to go.
Apply to attend

Past Summit Schedule

Day 1
Day 2
Day 3
Monday June 8, 2020
Summit Registration
1:00pm - 6:00pm

Join us at 1.00 pm when registration opens to collect your badge, check-in, meet the on-site team, and start your 2.5 day Summit experience.

Solution-provider Briefing
2:00pm - 2:30pm

Our VP of Sales will brief you on the next 2 ½ days at the summit, giving you all the information you’ll need for your 1-2-1 meetings, the networking sessions and what to expect to maximize your summit experience.

Welcome Remarks and Delegate Briefing
2:30pm - 2:45pm

Our Master of Ceremonies will kick off the Summit with a welcome brief and orientation session, giving you all the information you need to maximize your Summit experience.

Panel Discussion
2:45pm - 3:30pm
The perspectives of 4-5 industry experts into one of the key challenges we're all facing today. This will be moderated to create a session of different perspectives, opinions and tangible takeaways of how our panelists are tackling them.
The Constant Evolution of the Role of the CMO & Senior Marketer

The role of the CMO & senior marketers has gone through tectonic changes in recent years & continues evolve as market behavior & consumer habits & expectations shift. With that in mind:

  • What are the future skill sets required of CMOs & senior marketers
  • How best to realign internal & external resources to find efficiences and simplification in the marketing function
  • How do marketers acquire & integrate those skills while accomplishing all the work required with resources that are so stretched?
Interview
3:30pm - 3:50pm
A one on one interview diving into the details of how to prepare yourself for the realities of one of the industry's top challengers.
Discovery into the Seismic Shift from Brand Storytelling to Brand Storymaking

The best brand experiences are built from a deep understanding of the brand, its relationship to culture, and an idea that is generated from consumer insight

  • Why should marketers include the customer within the brand narrative so that the brand’s purpose and messaging becomes a collaboration? What are the benefits & risks?
  • Is the process confined to the digital sphere, or can it manifest elsewhere effectively?
  • As brand storytelling continues to morph into brand storymaking, where will the evolution take brand marketing to next?
Roundtable Track 1
Session 1 - Challenges
3:50pm - 5:00pm
It’s all about identifying your challenges. What are the key questions that keep you up at night? What solutions are you looking for? Find common ground.
Thought Leadership: Overused buzzword or powerful force for driving success
  • What does ‘thought leadership‘ mean to you and your organization?
  • How do you identify the questions your target audience are asking & build your thought leadership & content strategy around providing the answers?
  • How do you go beyond social media to establish yourself, & your business, as an expert authority?
Roundtable Track 2
Session 1 - Challenges
3:50pm - 5:00pm
It’s all about identifying your challenges. What are the key questions that keep you up at night? What solutions are you looking for? Find common ground.
Content Creation & Dissemination: Developing Impactful Brand Engagement That Sticks
  • In an era of short attention spans, how can marketers ensure their brand resonates with consumers?
  • How do you keep content meaningful to different consumer segments while maintaining an overall consistent brand message?
  • With a plethora of channels to manifest your message, how do you keep content ‘on brand’, while extending your brand’s reach?
  • Where do you prioritise your channel strategy when disseminating new content? Where does the message need to go?
Roundtable Track 3
Session 1 - Challenges
3:50pm - 5:00pm
It’s all about identifying your challenges. What are the key questions that keep you up at night? What solutions are you looking for? Find common ground.
Customer Experience: Finding the Balance Between Brand Differentiation & Exceeding Customer Expectations
  • How do you balance attempts at brand distinctiveness with addressing customer needs?
  • “Customer service is what happens when customer experience breaks.”(Chris Herrin – Comcast) – How do you create unified collaboration across the business to execute CX which doesn’t confuse or disgruntle customers?
  • According to a survey by Oracle, long waiting periods are the top grievance in customer experience dissatisfaction – How do businesses eliminate the waiting game?
Roundtable Track 4
Session 1 - Challenges
3:50pm - 5:00pm
It’s all about identifying your challenges. What are the key questions that keep you up at night? What solutions are you looking for? Find common ground.
Bridging the Digital & Physical Divide to Deliver a Seamless Omnichannel Experience
  • With an overwhelming array of technologies, tools & knowledge, how do marketers bridge the digital & physical worlds to create a joined-up customer experience?
  • Will AI prove to be the main driver, or a small cog, in simplifying the marketing process & helping to bridge the digital & physical divide? What else will play its role?
  • How do you avoid brand fatigue in digital marketing?
Roundtable Track 5
Session 1 - Challenges
3:50pm - 5:00pm
It’s all about identifying your challenges. What are the key questions that keep you up at night? What solutions are you looking for? Find common ground.
Acting Decisively on Data Analytics & Insight and Moving Away from Variations of a Theme
  • How do you ensure you are acting on your customer insights & not just using variations of the same content?
  • When leveraging insights, how do brands know when to act on a trend & identify when a trend becomes a behavior?
  • 80% of total data available was produced in the last 2 years: With so much data, how do marketers extrapolate what is useful from the data pool & target the right audience with the most relevant content?
Roundtable Track 6
Session 1 - Challenges
3:50pm - 5:00pm
It’s all about identifying your challenges. What are the key questions that keep you up at night? What solutions are you looking for? Find common ground.
Successfully Embedding Collaboration and Agility Within Your Organization & Culture
  • Marketing used to be a subset of sales, but now – in many industries – over 60% of sales are driven by marketing: How can marketers capitalize on this shift & increasingly drive growth?
  • What do organizations need to do to become nimbler & empower the marketing department to keep pace with changing consumer behaviors?
  • How should businesses better enable closer collaboration across the organization to:
  1. Break down functional silos in order to create better customer experience
  2. Speed up time to market
Roundtable Feedback
5:00pm - 5:30pm

This is a show and tell with the entire delegation, lead by the roundtable moderators. Hear other challenges, perspectives, and topics that will set the tone for the Summit.

Networking Drinks
6:00pm - 7:00pm

A casual setting to network and meet the rest of the attendees and discuss relevant topics at your leisure.

Gala Dinner
7:00pm - 10:00pm

Join us for our Gala Dinner & Keynote Speaker. An opportunity to network with your peers in a social environment with a three course dinner and wine whilst listening to an industry leader discuss a key topic.

Tuesday June 9, 2020
Breakfast
7:00am - 7:50am

Please come down and join us for breakfast and prepare for a day of workshops, keynotes, debates and panels.

Welcome Remarks
7:50am - 8:00am

Our Master of Ceremonies will brief you into the day 2 program to make sure you are in the right place at the right time.

Panel Discussion
8:00am - 8:30am
The perspectives of 4-5 industry experts into one of the key challenges we're all facing today. This will be moderated to create a session of different perspectives, opinions and tangible takeaways of how our panelists are tackling them.
A Purpose-driven Brand is a Successful Brand

Younger consumers increasingly make buying decisions based on a brand’s purpose. And this radical change in behavior has necessitated an equally radical pivot in how companies formulate their brand strategy.

  • What is the reason for this new consumer behavior? Are we interpreting the shift correctly? 
  • How do brands demonstrate authenticity when creating content which plants a flag on a particular purpose or cause?
  • What opportunities does purpose-driven brand loyalty open up to marketers?
  • How do big, legacy brands accomplish effectively shift in this direction?
Keynote
8:30am - 9:00am
A brand exec takes you behind the scenes, providing insight into a successful project implementation – what worked, what didn’t and which pitfalls to avoid.
Bugs Bunny, Margaritas and the Magic of Crowdsourcing

Employee and customer crowdsourcing is emerging as a core competency for change management in organizations around the world.

In this interactive session we will meet Bugs and Elmer, discuss margaritas, ponder crowd wisdom and beta test cutting edge crowdsourcing software. Sound like fun? We think so too.

Interview
9:00am - 9:20am
A one-on-one interview diving into the details of how to prepare yourself for the realities of one of the industry's top challengers.
The Human Approach: A Guide to Achieving a Humanistic Connection with Your Customers

Humans feel more compelled to act when they engage, interact, personalize & listen. As such, building relationships is emerging as a catalyst for sustained brand engagement.

  • Is the human approach to marketing more art than science? ​Why?
  • How do brands achieve a balance of ensuring their message sticks & not overwhelming or alienating their audience with repetitive media content?
  • What role should data analytics play in the personalization of content?
  • How do businesses convey a more human presence online & in their marketing strategy?
Oxford Style Debate and Live Polling
9:20am - 10:00am
One Topic. Two experts. Two opinions. You'll get the chance to vote on where you stand before the session starts. We'll then hear from our two experts, to see if they can sway your opinion when you participate in the closing vote.
Risk vs Reward: Brands Should Be Bold & Vocal on Topical Issues. Discuss...

When considering the pros & cons of brands taking a stance on social or political questions of the day, are you for or against companies being vocal on society’s topical issues?

  • Do brands need to be more courageous & daring when designing their campaigns? What are the costs and benefits?
  • Smaller, newer, digital-native brands do this effectively without much backlash, but how do big legacy brands accomplish it?
  • Are consumers too cynical to buy-in to brands getting off the fence & explicitly engaging in societal issues?
Coffee & Networking Break
10:00am - 10:15am

Take a break and refuel whilst networking and socializing with your peers.

Case Study
10:15am - 10:55am
A brand exec takes you behind the scenes, providing insight into a successful project implementation – what worked, what didn’t and which pitfalls to avoid.
Brands That Dare...Win!

Take Risks

Be Afraid

But Do It

 

Workshop
11:00am - 11:40am
An industry expert will lead an interactive workshop tackling common challenges and scenarios, engaging the audience to confront the issues and discuss ideas. What will your proposed solutions be?
Building a Brand Consumers Can Trust: How to Avoid Bans, Boycotts, & Getting Blocked

Trust. Whether among peers or with brands, what takes ample time to build can be destroyed in moments. This session will walk you through the state of consumer trust, followed by a workshop with your peers on what it means to establish trust & how to maintain it.

    • Learn how to effectively measure brand trust
    • See how your peers are overcoming challenges with brand perception
    • Collaborate on steps that you can take to earn consumer trust
Panel Discussion
11:45am - 12:25pm
The perspectives of 4-5 industry experts into one of the key challenges we're all facing today. This will be moderated to create a session of different perspectives, opinions and tangible takeaways of how our panelists are tackling them.
A Complete Customer & Colleague Society: The Art of Balancing Diversity and Inclusivity

Brands are increasingly realizing the importance of a proactive initiative to incorporate inclusivity in their marketing.​

  • What are the limits of personalization & how can brands better identify the extent to which it can be leveraged?
  • How do you balance diversity with inclusivity? Both internally & in external marketing efforts. Does one become more important than the other?  ​
  • How best does a brand demonstrate authenticity & commitment to its efforts to encourage different communities to interact with the brand. Both as consumers & future employees?
  • Is it important that the brand & marketing teams are representative of the audiences you are trying to speak to?
  • Unconscious bias: How can organizations protect against its insidious impact and make employees and marketers, alike, more cognizant of it?
  • Is it feasible for brands to fully satisfy the needs & wants of such heterogenous groups?
Keynote
12:30pm - 1:00pm
A brand exec takes you behind the scenes, providing insight into a successful project implementation – what worked, what didn’t and which pitfalls to avoid.
Dirty Little Secrets of the CMO (and what they might mean for your next big project)

Have you ever wondered why the CMO asks randomly for data at 1:00am? Have you ever been the CMO asking for that data?

  • Either way, the modern CMO is beset by troubles and opportunities on all sides as they try to navigate their way to corporate success.
  • Knowing the dirty little secrets they keep, and the implications of those secrets for areas such as analytics, campaigns, customer experience, customer journeys, and content, can help leaders at every level make smarter decisions along the way.
Networking Lunch
1:00pm - 1:45pm

Join us for a sit-down lunch, and a chance to catch up on emails and get ready for the afternoon.

Roundtable
Session 2 - Discovery
1:45pm - 2:30pm
Learning and sharing with your group. What are the solutions? Are they readily available? What path are you going to take?
Drill-down Roundtables
  1. Thought Leadership
  2. Content Creation & Dissemination
  3. Customer Experience
  4. The Digital & Physical Divide
  5. Data Analytics & Insight
  6. Organization & Culture
Interview
2:35pm - 3:15pm
An industry expert will lead an interactive workshop tackling common challenges and scenarios, engaging the audience to confront the issues and discuss ideas. What will your proposed solutions be?
Case Study - DTC: A New Playbook for Successful Consumer Marketing

Upstart direct-to-consumer (DTC) brands are challenging the status quo with strategies which rely on digital channels to package products and experiences that resonate with the consumers.​

Case Study
3:20pm - 4:00pm
A brand exec takes you behind the scenes, providing insight into a successful project implementation – what worked, what didn’t and which pitfalls to avoid.
Flipping the Creative Process: Putting Social Media at the Heart of Brand Strategy

Details To Follow.

Panel Discussion
4:05pm - 4:45pm
The perspectives of 4-5 industry experts into one of the key challenges we're all facing today. This will be moderated to create a session of different perspectives, opinions and tangible takeaways of how our panelists are tackling them.
Achieving More with Less (or the Same)

As many senior marketers find their budgets stretched & departments under-resourced, it is necessary for marketing to be more innovative in its approach & to identify efficiencies.

  • Where in the marketing effort are resource pressures most detrimental to your assigned goals & objectives?
  • What role will AI & new technologies play in increasing efficiencies & taking on the bulk of the workload? 
  • What tools & insight do marketers need at their disposal to better allocate spend with the aim of optimizing growth & spreading brand awareness.
Oxford Style Debate and Live Polling
4:45pm - 5:40pm
One Topic. Two experts. Two opinions. You'll get the chance to vote on where you stand before the session starts. We'll then hear from our two experts, to see if they can sway your opinion when you participate in the closing vote.
The Marketer vs the Customer: Power Over Marketing Content Ultimately Rests with the Consumer. Do You Agree?

Consumer habits & expectations change so rapidly that marketers are now expected to pre-empt future shifts in customer behavior. Therefore, do you believe the customer now posseses the ultimate power over a brand’s content creation?

  • To what degree can marketers influence customer behavior & predetermine content that audiences will actively want to consume?
  • With so much resource invested, & high volumes of data analyzed, to help understand customers purchasing decisions, is the customer now the proverbial tail that wags the dog?
  • Why is the relationship changing & what is the role of the marketer now?
Attendee Downtime
5:40pm - 7:00pm

A needed break after a content filled day. Please use this time as you wish prior to joining us for our night 2 seated dinner.

Networking Drinks
7:00pm - 7:30pm

A casual setting to network and meet the rest of the attendees and discuss relevant topics at your leisure.

Gala Dinner & Entertainment
7:30pm - 10:00pm

Join us for our night two Gala Dinner, which will be in a casual and inviting setting.

Wednesday June 10, 2020
Breakfast
7:00 am - 8:20 am

Please come down and join us for breakfast and prepare for a day of workshops, keynotes, debates and panels.

Welcome Remarks
8:20 am - 8:30 am

Our Master of Ceremonies will brief you into the day 3 program to make sure you are in the right place at the right time.

Keynote
8:30 am - 8:50 am
A brand exec takes you behind the scenes, providing insight into a successful project implementation – what worked, what didn’t and which pitfalls to avoid.
Meta-advertising & “the Pratfall Effect”: Should brands open themselves up to their flaws & imperfections?

Galvanized by the conclusions of beahvioral science, a selection of brands are beginning to experiment with meta-advertising – such as Geico & Old Spice – & acknowledging their flaws – e.g. Guinness & Volkswagen – in their advertising campaigns to showcase their human side.

  • How can showcasing your brands weaknesses/flaws translate to successful brand engagement?​
  • Are consumers more inclined to trust & value a brand that shows its imperfect side over one that oversells itself?​
  • Can the mechanics of human-to-human relationship creation translate meaningfully to brand-to-consumer relations? ​How do you make a seamless transition to this method of marketing? Should “the pratfall effect” underpin brand strategy or be a short-lived brand tactic?
Keynote
8:50 am - 9:20 am
A brand exec takes you behind the scenes, providing insight into a successful project implementation – what worked, what didn’t and which pitfalls to avoid.
Break it to Build It: Promoting New Capabilities at Your Brand

A case study that encompasses the reimagined Sony Creative Center (internal hybrid agency model) moving from a decentralized to centralized global shared service.

  • Promoting & internalizing new capabilities by adopting best practices from the agency world & synthesizing them so they live & breathe your brand.
  • How do we create a culture with a large enterprise business that is both highly creative & agile.
  • Breaking down functional silos across large organizations to engender closer collaboration, internally, & consistent messaging to consumers.
Roundtable
Session 3 - Outcomes
9:20 am - 10:10 am
What does it all mean. Tracing back through two days of work, where are we? What you are bringing back to the office with you.
Drill-down Roundtables
  1. Thought Leadership
  2. Content Creation & Dissemination
  3. Customer Experience
  4. The Digital & Physical Divide
  5. Data Analytics & Insight
  6. Organization & Culture
Coffee & Networking Break
10:10 am - 10:25 am

Take a break and refuel whilst networking and socializing with your peers.

Case Study
10:25 am - 11:05 am
A brand exec takes you behind the scenes, providing insight into a successful project implementation – what worked, what didn’t and which pitfalls to avoid.
The Power of Augmented Reality: Does it Have a Place in Your Brand?

A case study which reveals how marketers, globally, are tapping into AR to reach audiences at scale & drive real business results.

  • On Snapchat, AR usage isn’t experimental, it’s habitual — with 70% of its 203 million users interacting with AR every day – so how do marketers leverage this new technology to drive growth and engagement?
  • How can marketers integrate AR from creation through to measuring its performance?
  • What can the AR experiment look like for different industries?
Workshop
11:10 am - 11:50 am
An industry expert will lead an interactive workshop tackling common challenges and scenarios, engaging the audience to confront the issues and discuss ideas. What will your proposed solutions be?
Podcasting: The Next Frontier of Marketing

The number of podcast subscribers is forecast to triple to 3 billion in the next few years & this presents a significant opportunity for marketers

  • Today we are bombarded with visual stimuli when marketed to by brands. So, to what new realms of brand engagement can audio content take us?
  • Content is king” still rings true, but can audio content have the same impact as the visual?
  • Consumers increasingly listen to podcasts at the expense of music playlists. How should marketing tap into this trend in behavior?
Panel Discussion
11:50 am - 1:00 pm
The perspectives of 4-5 industry experts into one of the key challenges we're all facing today. This will be moderated to create a session of different perspectives, opinions and tangible takeaways of how our panelists are tackling them.
On the Horizon... Where Will Marketing Lead Us in the Future?
  • What is your most important take away from the summit?
  • What new projects are you excited to implement as a result of this summit?
  • In what direction will marketing pivot in in the next 12 months?
Buffet Lunch
1:00 pm - 2:00 pm

Before you head home, make sure you grab something from our buffet-style lunch for your journey ahead.

Summit Location

The Ritz-Carlton, Naples, Florida

Our events take place at some of the most prestigious venues in the world. Five-star accommodation, dining and amenities make attending one of our summits both business and pleasure. Being productive has never been so much fun.

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GDS Summits host experts to help experts. Our speakers are leading executives willing to share their insight to change the industry and the world in critical ways.

To discuss how GDS Summits can help you solve your project challenges contact us on: 0117 921 4000 or email sayhello@gdsgroup.com.

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