9 - 11 March 2020, Ayrshire, Scotland

CMO Insight Summit

Fostering a humanistic approach using modern Marketing techniques

On 9 – 11 March 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 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 Daniele Longo
Logo of Harrods
Daniele Longo
Marketing and Partnerships Strategy Director
Harrods
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

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
Apply to attend

Summit Schedule

Day 1
Day 2
Day 3
Monday March 9, 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.

Solution provider briefing
1:15pm - 1:45pm

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 maximise your 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.

Interview
2:00pm - 2:30pm
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.
Why generalising generations is disingenuous

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 irritation with your consumers?
Keynote
2:30pm - 3:10pm
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 Imteaz Ahamed
Imteaz Ahamed
Head of Direct to Consumer eCommerce - RB

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
3:15pm - 4:15pm
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 internally
headshot of Julien Di Pace
Julien Di Pace
Head of Brand Marketing Communication EMEA Fiat Professional, RAM, Cross Brand and Own Dealers - FCA (Fiat Chrysler Automobiles)

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
3:15pm - 4:15pm
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 in your organisation
headshot of Francesco Federico
Francesco Federico
Executive Director, EMEA Digital Director - JLL

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
3:15pm - 4:15pm
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.
The mindset of a modern marketeer
headshot of Kate Gleeson
Kate Gleeson
Head of International Media - Groupon
  • 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?
Roundtable Track 4
Session 1 - Challenges
3:15pm - 4:15pm
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
headshot of Marco Roncaglio
Marco Roncaglio
Senior Director Brand Activation, Digital & CRM - Philips

Managing a campaign requires an in-depth and thought out internal structure/hierarchy.

  • Considering the planning, execution, tracking and analysis for a product launch can be a lengthy process, are you allocating resources for all of this from the beginning?
  • How do you begin to manage a campaign?
  • What is the difference in going with an agency as opposed to in housing your campaign management?
Roundtable Track 5
Session 1 - Challenges
3:15pm - 4:15pm
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, distribution & measurement
headshot of Carl-Eric Persson
Carl-Eric Persson
Digital Marketing Director - GreenWorks Tools

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?
  • With the rising trend of in-housing content creation, are we forgetting that agencies hold a completely unbiased view of the content?
Roundtable Track 6
Session 1 - Challenges
3:15pm - 4:15pm
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.
Experiential marketing – making memories matter
headshot of Laureen Ellison
Laureen Ellison
Head of Driver Brand & Marketing Strategy - Uber

Capturing the attention of consumers requires more creativity than ever. How do we cut through the clutter and provide experiences that customers genuinely want to engage with?

  • How much of a difference can creating an experience make to your marketing effectiveness?
  • Should all brands aim to create an experience?
  • How can we trace, track and measure experiential marketing?
Panel Discussion
4:20pm - 5:00pm
What do your customers actually want? Let’s figure it out together!
headshot of Kate Gleeson
Kate Gleeson
Head of International Media - Groupon
headshot of Andrea Landuzzi
Andrea Landuzzi
Global Marketing Director - Solvay
headshot of Johan Oberg
Johan Oberg
CMO - Alpiq

Measuring success on social media isn’t clear cut, what metrics matter & how can you analyse 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
5:05pm - 5:45pm
Big Data, finding a needle In a haystack

With nearly unlimited data stores at our fingertips, how do you navigate all this information?

  • With so much data available, how do you determine what is relevant and what is not?
  • What tech is available to manage this?
  • Do you really require such a large volume of data?
  • How do you sift through this never-ending pool of data?
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?

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?
Tuesday March 10, 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
headshot of Johan Oberg
Johan Oberg
CMO - Alpiq

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

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.
Oxford Style Debate and Live Polling
9:00am - 9:40am
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.
In a challenger world - Does customer acquisition trump customer retention?
headshot of Marisa Thomas
Marisa Thomas
Head of Brand - Bloom & Wild
headshot of Benoit Pagotto
Benoit Pagotto
Co-Founder - RTFKT

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.

Coffee & networking break
9:40am - 10:00am

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

Case Study
10:00am - 10:40am
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 leopard that changed its spots
headshot of Julien Di Pace
Julien Di Pace
Head of Brand Marketing Communication EMEA Fiat Professional, RAM, Cross Brand and Own Dealers - FCA (Fiat Chrysler Automobiles)
headshot of Sergio Munao
Sergio Munao
Head of Emea Brand Marketing & Communication - FCA (Fiat Chrysler Automobiles)

With brands developing and expanding into other ‘spin-off’ brands, what is the benefit of separating out and re-branding? Recent statistics from GAP showed that when they decided to separate from their internal brand ‘Old Navy’, “Gap shares soared 25% following the announcement.” – According to Barrons.

As opposed to Boohoo who own a plethora of similar and some not so similar brands such as BoohooMAN, PLT, Nasty Gal, MissPap, Karen Millen & Coast. With it being the same parent company, what makes a consumer shop at PLT but not MissPap?

  • Why can developing a new brand help to bring in a new audience, even if it is essentially the same products?
  • Perception is everything, in a culture where brand loyalty is so low compared to even a few years ago, can a brand turn their perception around, or is it more beneficial to start under a new name?
Workshop
10:45am - 11:25am
The CMO imperative in 2020: Make better marketing. Make marketing better
headshot of Antony Mayfield
Antony Mayfield
CEO - Brilliant Noise

Win your customer with persona-led, integrated content marketing.

Maximise your budget with a hybrid in-house agency partnership.

Keynote
11:30am - 12:00pm
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.
The vital soft skills that make a successful marketeer

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?
Networking lunch
12:00pm - 1:15pm

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
1:15pm - 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. 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
6. Experiential marketing – making memories matter

Case Study
2:35pm - 3:15pm
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
3:20pm - 4:00pm
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?
From hot air to warm leads. How to create thought leadership that delivers real value
headshot of Federica Roux
Federica Roux
Marketing, Communications and Digital Director - Galeries Lafayette Group
headshot of Colleen McCann
Colleen McCann
Head Of Marketing - Kura

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.

Coffee & networking
4:00pm - 4:15pm

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

Keynote
4:15pm - 4:45pm
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
4:45pm - 5:15pm
Attendee downtime
5:15pm - 6:45pm

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
6:45pm - 7:30pm

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

Dinner & entertainment
7:30pm - 10:00pm

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

Wednesday March 11, 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.

Keynote
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.
“You want how much?” - Justifying marketing spend
headshot of Preben Møller
Preben Møller
Senior Director, Global Brand, Marketing, Insights & Partnerships - LEGO Group

With only one quarter of CMOs believing that their CFO fully understands the influence marketing can have on the company’s bottom line, according to ‘financial director’.

  • How do we present the much-needed conversation of putting more funding into MarTech and new solutions with no immediate return on investment?
  • How do you measure short term ROI when working with new long-term vendors?
Workshop
8:35 am - 9:15 am
Working 9 to 5 - why 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
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?
Roundtable
10:05 am - 11:00 am
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
6. Experiential marketing – making memories matter

Keynote
11:00 am - 11:30 am
A data-driven approach to creativity & content

Collaboration results in innovation.

  • How much do you let data drive the creative process? The tried and tested method to engage your audience is story telling.
  • Does data tell you the full story?
  • Data often comes with a bad reputation due to the sheer quantity and questions around the source, but how are more and more creative agencies putting data at the heart successfully?
Delegate De-registration
11:30 am - 12:00 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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