On 16 – 18 June 2020 at the lovely Royal Turnberry Hotel in Ayrshire, Scotland, the European edition of our CMO Insight Summit will bring together senior marketing decision-makers and business leaders from across the continent and beyond to discuss current industry challenges, emerging opportunities in marketing – and how best to capitalise.

The summit will focus on key topics such as: defining the tribe, not the demographic; data insight and the power of personalisation; and CMO forecast: emerging trends to integrate into your strategy.

From case studies that lift the lid on operations inside best-in-class organisations, to workshops and collaborative sessions that focus on real challenges and future technology innovations, to one-to-one meetings with industry peers offering practical advice tailored to your specific needs, the summit provides you with everything you need to implement your key projects more effectively.

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.
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Attendees Include

The upcoming summit will welcome executives from some of the world's biggest and most recognisable firms - as well as the most forward-thinking - as they look to address their project challenges.
Image of Andy McClure
Logo of Marsh
Andy McClure
Chief Marketing & Communications Officer, International
Marsh
Image of Stefanie Fitzgerald
Logo of La Perla
Stefanie Fitzgerald
SVP Brand, Product and Digital
La Perla
Image of Alexandre Aime
Logo of Schneider Electric
Alexandre Aime
VP Strategic Marketing Communication
Schneider Electric
Image of Victoria Davies
Logo of FrieslandCampina
Victoria Davies
Global Marketing Director, Performance & Active Nutrition
FrieslandCampina
Image of Preben Møller
Logo of LEGO Group
Preben Møller
Senior Director, Global Brand, Marketing, Insights & Partnerships
LEGO Group
Image of Barbara Galli
Logo of Chiquita
Barbara Galli
Global Marketing and Communications Director
Chiquita
Image of Samira Ebrahim
Logo of Mars Petcare
Samira Ebrahim
Media & Activation Excellence Director
Mars Petcare
Image of Nikola Vukotic
Logo of GUCCI
Nikola Vukotic
Worldwide Head of Outlet Retail Operations
GUCCI
Image of Imteaz Ahamed
Logo of RB
Imteaz Ahamed
Head of Direct to Consumer eCommerce
RB
Image of Julien Di Pace
Logo of FCA (Fiat Chrysler Automobiles)
Julien Di Pace
Head of Brand Marketing Communication EMEA Fiat Professional, RAM, Cross Brand and Own Dealers
FCA (Fiat Chrysler Automobiles)
Image of Emanuele Rossi
Logo of Lastminute.com
Emanuele Rossi
Head of Programmatic Marketing
Lastminute.com
Image of Sydney Paulsen
Logo of BrewDog
Sydney Paulsen
Head of Retail Marketing
BrewDog

6 Challenges in Marketing

Our summit is focused on solving your strategic challenges
  • Building your brand: have we forgotten the basics?
  • Integrating MarTech: has your organization evolved?
  • Modern marketing: getting into the right mindset
  • Managing campaign management: From the beginning to the end
  • Perfecting your content journey: creation, distribution & measurement
  • Experiential marketing: making memories matter
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Summit Schedule

Day 1
Day 2
Day 3
Tuesday June 16, 2020
Summit registration
12:00pm - 6:00pm

Join us at 12.00 pm when registration opens to collect your badge, check-in, meet the on-site team, and start your 2.5 day Summit experience.

Welcome remarks and delegate briefing
1:45pm - 2:00pm

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.

Keynote
2:00pm - 2:30pm
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.
Jump into the 20's - what's in store for marketing?
headshot of Kelly McConville
Kelly McConville
Global Director - Content & Social Media - N26
headshot of Bart ten Tije
Bart ten Tije
VP Marketing & Creative - Discovery Incorporated
headshot of Charline de Dorlodot
Charline de Dorlodot
Head of Marketing - RMJM

Moving into the 2020’s, what can we expect from marketing developments?

  • With the basic definition of what marketing is and what marketeers do, having changed so drastically, how will this reflect in the next decade?
  • Marketeers must be adaptable to change. Generation Z will enter the workforce and have drastically different skill-sets/expectations.
  • What can be expected from the next tech savvy generation of marketeers?
Roundtable Track 1
Session 1 - Challenges
2:30pm - 3:30pm
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.
Building your brand: have we forgotten the basics?

We always discuss a brands perception and how to differentiate yourself and stand out from the crowd. Have we overlooked the most simple solution?Internally building your brand can have incredible results externally.Providing staff with training, education and support to do their job well will impact the brand reputation in the long run.Creating authentic brand ambassadors is extremely effective in communities and allows for an organic positive brand experience.You create customers for life with loyalty schemes, family and friend discounts and by marketing the brand to not just your consumer, but to your staff.

Roundtable Track 2
Session 1 - Challenges
2:30pm - 3:30pm
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.
Integrating MarTech: has your organization evolved?
headshot of Ollie Candon
Ollie Candon
Client Partner - MiQ
  • MarTech is still a very new word to many. Now that it is being widely adopted and discussed, have you considered the integration into your organisation?
  • Will MarTech require a restructure in your marketing department?
  • With MarTech encompassing so many different aspects of the business, where does it belong?
  • In marketing, tech, operations, information or any other department?
  • ROI is a controversial topic in MarTech, often meaning a marketeer has a steep hill to climb when proving their spend, due to the infancy of the conversation outside of the marketing department.
Roundtable Track 3
Session 1 - Challenges
2:30pm - 3:30pm
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.
Modern marketing: getting into the right mindset
  • Can a social media marketeer do everything, or do they need to stick with what they know?
  • Can just anyone in your marketing team take on socials?
  • Will a new generation of marketeers create a heavier focus on social interaction?
  • To what extent is social media proficiency required?
Roundtable Track 4
Session 1 - Challenges
2:30pm - 3:30pm
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.
Managing campaign management: From the beginning to the end
headshot of Marco Roncaglio
Marco Roncaglio
Senior Director Brand Activation, Digital & CRM - Philips

The modern CMO needs to be highly skilled in multiple fields (Data Science, Insights, PR, Communications, Technicalities of Martech, Marketing Strategist). How can today’s CMO adapt to tomorrow’s challenges? What does a contemporary marketing team look like?

Roundtable Track 5
Session 1 - Challenges
2:30pm - 3:30pm
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.
Perfecting your content journey: creation, distribution & measurement
headshot of Simon Baker
Simon Baker
Agency Managing Director - TCO London

Content is the driving force for many brands and their success. The average person sees approximately 5000 ads per day, how can you compete for the attention of an extremely overwhelmed consumer.

  • How do you create a concept for your content?
  • What methods and media channels are the most effective way to distribute your content?
  • What do you do to measure content effectiveness?
Workshop
5:35pm - 4:15pm
Does quality trump quantity when it comes to content?

In order for brands to have an always-on approach, marketers need to be constantly creating new content. However, should brands be realigning their focus on creating less-frequent, more high-quality content.

Workshop
4:20pm - 5:00pm
Should you fix your brand even if it isn’t broken?

With challenger brands rising up and demanding industry space, what can be done to compete with these agile and risk-taking companies? With brand giants often re-branding and spinning off products to a new and relatable brand, what strategies should be employed to stay relevant?

 

  • How can we avoid becoming stagnant?
  • Should you bring younger marketeers into the senior leadership team to influence the direction of the brand?
  • Or should you stick with what you’ve always known?
Workshop
5:05pm - 5:45pm
Should creative content be data driven?

Collaboration results in innovation.

 

  • How much do you let data drive the creative process? The tried & tested method to engage your audience is story telling
  • Does data tell your full story?
  • Data can come with speculations due to its bad reputation, but how are more & more creative agencies putting data at the heart successfully?
Attendee Downtime
5:45pm - 6:30pm

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

Networking drinks
6:30pm - 7:30pm

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

Keynote
7:30pm - 10:00pm
Our Keynote speaker will be addressing the entirety of Summit attendees during our Gala Dinner. They will be going beyond the 'brand story' and sharing their experience and the real truths of tackling a challenge that is shaping the industry.
Gala dinner & keynote: The extinction of the marketing generalist: What does it mean to be a CMO in 2020?
headshot of Andy McClure
Andy McClure
Chief Marketing & Communications Officer, International - Marsh

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.

The modern CMO needs to be highly skilled in multiple fields (Data Science, Insights, PR, Communications, Technicalities of Martech, Marketing Strategist).

  • How can today’s CMO adapt to tomorrow’s challenges?
  • What does a contemporary marketing team look like? Issues of recruitment and investment.
  • How do we develop a long-term marketing strategy that builds brand value in a business environment characterized by the demands for short-term economic returns on investment?
Wednesday June 17, 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.
Going green - The era of the eco conscious consumer
headshot of Alexandre Aime
Alexandre Aime
VP Strategic Marketing Communication - Schneider Electric
headshot of Peter Lewin
Peter Lewin
Senior Director of Strategy & Marketplace Insights, Europe - Levi Strauss & Co

As attitudes have changed, have you adapted with the time?
Green marketing is an increasingly looked at strategy, but are you doing it for the right reason?

  • How can you market products that are intrinsically non eco-friendly?
  • Green marketing has drastically risen in production, has marketing caught up?
  • How transparent must you be about products and services to sustain your reputation?
  • In the age of capitalism, can you ever be truly sustainable?
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.
Engaging today's consumers at scale in a saturated society
headshot of Sue Fennessy
Sue Fennessy
Founder & CEO - WeAre8

There is a better way. CMO’s and Brand leaders have the power to transform their companies and change the world.

How do we reclaim our power and our customer relationships in a world of Facebook control and 3-second video views?

  • How do we emotionally engage and bring inspiration to the lives of our consumers?
  • Beyond impressions – what metrics matter and what should we be measuring?
  • Building brands with purpose – how to make ‘doing good’ a natural part of every consumer connection.
Workshop
9:05am - 9:45am
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.
What is the future of the senior marketer?

As market behavior & consumer habits/expectations shift, the role of the CMO & other senior marketers needs to adapt to the times.

 

  • What is the future of the senior marketer?
  • What are the future skill sets required of CMOs & senior marketers?
  • How best to realign internal & external resources to simplify the marketing function?
  • How can organizations best develop the skills needed for the modern marketeer?
  • Will the CMO role cease to exist in the coming years?
Interview
9:50am - 10:30am
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 vital soft skills that make a successful marketeer
headshot of Kate Nodulman
Kate Nodulman
Marketing Director - American Express

We often discuss the different technical skills necessary for a modern marketeer, but have we forgotten to consider “soft skills” that are just as necessary?

  • What do you consider to be the most important soft skills in your employees? From tenacity, to empathy, to simply getting along with others.
  • Are soft skills or hard skills more important when hiring?
  • Can you develop a consumer’s soft skills later down the line,or are these essential from the beginning.
Workshop
10:35am - 11:15am
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.
Leaning into controversy – How emotion can take you viral
headshot of Janine Claro-Cramer
Janine Claro-Cramer
Integrated Marketing Director-Global Energy Management Business - Schneider Electric
With so many viral marketing campaigns, you might be familiar with some of the following examples:
  • The Gillette razor ad targeting toxic masculinity
  • Greggs’ ad campaigns for their vegan sausage rolls
  • Iceland’s ad bringing up the issues surrounding the widely used ingredient palm oil.
  • Mothercare’s ad campaign to normalise images of post-natal mothers
What all of these wildly successful campaigns have in common, they evoke emotion from the consumer, whether that emotion is anger, empathy, sadness, excitement or any other in between.
Workshop
11:20am - 12:00am
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.
Do socials require an always-on approach?

The consumer has platforms to communicate at all hours of the day, do we also need to be available at all times?

 

  • Can your socials ever clock off?
  • Consumers have an expectation of always on service, is this reflected in your social media presence?
  • How important is it to have around the clock social interaction, will they care if the response comes through in the morning?
Keynote
12:00pm - 12:30pm
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 CMO imperative in 2020: Make better marketing. Make marketing better
headshot of Anthony Mayfield
Anthony Mayfield
CEO - Brilliant Noise

Win your customer with persona-led, integrated content marketing. Maximise your budget with a hybrid in-house agency partnership.

Networking lunch
12:30pm - 1:30pm

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
1:30pm - 2:15pm
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. Building your brand: have we forgotten the basics?
2. Integrating MarTech: has your organization evolved?
3. Modern marketing: getting into the right mindset
4. Managing campaign management: From the beginning to the end
5. Perfecting your content journey: creation, distribution & measurement

Workshop
2:20pm - 2:50pm
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.
Is it worthwhile to recycle old content?

Consistently producing content which provides real value to people, & draws attention, is hard. However, is there always a need to have to produce new content?

 

  • How can you utilize old content in a way which adds new purpose & value?
  • How can you improve the content you have already created?
  • How can you use insights from SEO research to help with the process?
  • Can you still maintain an always-on approach if you recycle content?
Workshop
2:55pm - 3:35pm
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?
In a challenger world - Does customer acquisition trump customer retention?
headshot of Marisa Thomas
Marisa Thomas
Head of Brand - Bloom & Wild

Traditional vs new, with new innovative brands taking the industry by storm, what can legacy brands do to compete? Keeping loyal customers: is this more important than acquiring new ones? Or is it more important to focus on new customers with the hope that loyalty keeps others with the brand?

Workshop
3:40pm - 4:20pm
How to radically overhaul a content strategy, starting with YouTube
headshot of Laura McNally
Laura McNally
Head of Content and Social Media - Auto Trader UK

Realising competitors had achieved significantly more growth in significantly less time on YouTube, Auto Trader knew it was time to make big changes. And fast. Over an interactive fireside chat, we’ll look at how we did this, using the following questions to guide the discussion:

  • How do you make the call between relying on multiple hosts versus just one?
  • To monetise or not to monetise?
  • How do you use YouTube to underpin your entire content strategy?
  • How do you know it’s working?
  • How do you keep it moving?
Keynote
4:25pm - 5:05pm
Brand perception, who are you?

Consumers now have an expectation of a brand having a personality and having something they stand by, whether this is through a specific campaign, through social media interaction or through any other method. How much does brand perception influence consumer interaction. Who holds control over a brands perception, is it the consumer or is it the brand?What makes you stand out from the crowd?Are your consumers with you because of what makes you different?

Delegate Implementation Session
5:10pm - 5:40pm
Attendee downtime
5:40pm - 6:30pm

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
6:30pm - 7:00pm

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

Dinner & entertainment
7:00pm - 10:00pm

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

Thursday June 18, 2020
Breakfast
7:00 am - 7:50 am

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

Welcome remarks
7:50 am - 8:00 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.

Panel Discussion
8:00 am - 8:30 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.
From hot air to warm leads. How to create thought leadership that delivers real value
headshot of Colleen McCann
Colleen McCann
Head Of Marketing - Kura
headshot of Ben Darby
Ben Darby
Head of Marketing Communications - Auto Trader UK
headshot of Simon McEvoy
Simon McEvoy
UK Head of Strategy & UX - Omobono
headshot of Liliana Caimacan
Liliana Caimacan
Head of Global Innovation - Tata Global Beverages

Strong thought leadership makes headlines but does it also create demand? Effective thought leadership is relevant to audience needs, authentic to your brand and genuinely innovative in thinking, so it needs to be as carefully planned and evaluated as any other marketing activity. In this panel discussion we’ll hear from some leading brands how they’ve used thought leadership to make a tangible difference to their business.

Workshop
8:35 am - 9:15 am
What metrics indicate success for a marketing campaign?

Measuring the success of your marketing campaigns isn’t clear cut, what metrics matter – how can you analyze your results?

  • How relevant are these metrics?
  • What is the goal from a social campaign?
  • What kind of return on investment can be seen from these metrics?
  • Does sentiment outweigh these metrics?
  • How can sentiment be measured?
Workshop
9:20 am - 10:00 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.
Out with the old, in with the micro influencer

The rise of micro influencers has taken many by surprise.

  • What makes working with micro influencers so successful a strategy to implement?
  • What is the perfect following number for your brand?
  • Are micro influencers effective across all industries?
  • Will changes, such as Instagram removing viewable likes, affect measurement of success?
Case Study
9:20 am - 10:00 am
What do your customers actually want? Let’s figure it out together!
headshot of Juan Antonio Robles Cobos
Juan Antonio Robles Cobos
Global Marketing Strategy Director - Cosentino

Understanding what your customers expect from you, can make or break a brand. Step into the consumers shoes, what do they want from you? With customer expectations being higher than ever, understanding the customer is more valuable than ever before. What has changed, why are customer expectations so drastically different?Have you missed the mark? What is the purpose of a new product, campaign or brand?

Workshop
12:00 am - 10:45 am
2025 – What is in store for marketing?

With a new decade, comes a new set of challenges. We have all witnessed the dramatic change marketing’s basic functions have undergone in the last 10 years, what could the next 10 possibly have in store for us?

  • What makes for a modern marketeer?
  • Do you have a 5 or even 10 year plan in place?
  • Will legislative implementations such as the C.C.P.A have a huge impact on marketing?
Workshop
10:50 am - 11:30 am
Why generalizing generations is disingenuous
headshot of Sydney Paulsen
Sydney Paulsen
Head of Retail Marketing - BrewDog

Do you have to consider generational segmentation when creating content? Or do we focus too much on where a particular person falls into a generational structure. At what point do we consider other aspects other than an age bracket when targeting?Is an age range a lazy approach for your marketing endeavors? Does this type of targeting further perpetuate a feeling of mis contempt with your consumers?

Delegate De-registration
11:30 am - 12:45 pm

Summit Location

Royal Turnberry Hotel, Ayrshire, Scotland

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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