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.
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 Annika Kristina Bäcker
Logo of Zurich Group
Annika Kristina Bäcker
Chief Marketing Officer
Zurich Group
Image of Andrew Crisp
Logo of Liverpool Football Club
Andrew Crisp
SVP Digital Media, Marketing and Products
Liverpool Football Club
Image of Antoine Dubois
Logo of AccorHotels Group
Antoine Dubois
SVP Global Marketing Strategy
AccorHotels Group
Image of Chiara Ugozzoli
Logo of Piaggio & C. Spa
Chiara Ugozzoli
Senior Global VP Digital Marketing & CRM
Piaggio & C. Spa
Image of Rupert Bedell
Logo of American Express
Rupert Bedell
Vice President Marketing, Europe
American Express
Image of Matthew Dean
Logo of Hugo Boss
Matthew Dean
VP Digital, Worldwide
Hugo Boss
Image of Christoph Stork
Logo of Deutsche Post
Christoph Stork
VP Global Cross Border Ecommerce
Deutsche Post
Image of Vince Lawson
Logo of Fever-Tree
Vince Lawson
Global Brand Director
Fever-Tree
Image of Will Scougal
Logo of Snap Inc.
Will Scougal
Director, EMEA Creative Strategy
Snap Inc.
Image of Carlos Cantu
Logo of Twitter
Carlos Cantu
Director Of Business Marketing at Twitter EMEA
Twitter
Image of Aidan Kilcoyne
Logo of Paddy Power Betfair
Aidan Kilcoyne
Head of Marketing Europe
Paddy Power Betfair
Image of Laureen Ellison
Logo of Uber
Laureen Ellison
Head of Driver Brand & Marketing Strategy
Uber

6 Challenges in Marketing

Our summit is focused on solving your strategic challenges
  • Adopting new technologies and strategies to find the right balance in personalisation
  • Understanding how to target across demographics & present your brand with a strong message
  • Balancing the need to demonstrate an ethical and diverse approach while also staying true to the company
  • Understanding MarTech, AI and Machine learning capabilities & exploring how employees can work alongside Artificial Intelligence, without becoming redundant.
  • Using social media to successfully market a brand and maintain your relationship with consumers
  • Adapting to the new role of marketing, understanding the purpose of your team is paramount in traversing digital transformation
Apply to attend

Summit Schedule

Day 1
Day 2
Day 3
Monday March 9, 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 maximise 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.

Keynote
2:45pm - 3:30pm
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?

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?
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.
Why generalizing 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?
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.
Building your brand internally

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
3:50pm - 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.
Integrating MarTech in your organisation

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
3:50pm - 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.
The mindset of a social media marketeer

Social media marketing, is to an extent unstructured, it is vastly different than other forms of marketing.

  • 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
3:50pm - 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.
Managing campaign management

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
3:50pm - 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, distribution & measurement

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
3:50pm - 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.
Experiential marketing – making memories matter

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?
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.

Keynote
8:00pm - 8:30pm
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.
The Extinction of the Marketing Generalist: What does it mean to be a CMO in 2020?

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.
From the bottom to the top - scaling the martech stack

With new tech, comes new possibilities, as well as new challenges. The MarTech stack can be overwhelming, finding the best blend of solutions for your business can be incredibly beneficial, or detrimental.

  • The perfect MarTech stack doesn’t exist, so what are we aiming for?
  • Is it possible to find the perfect blend of solutions that work seamlessly together?
  • How can you ensure to make the best of all of your employed solutions.
  • Do we implement too many solutions without using them all to their full capabilities?
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.
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?
Interview
9:00am - 9:20am
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.
Going green - The era of the eco-conscious consumer

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?
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.
Perception is more important than Product

Is the perception you hold of a product, enough to negate the product itself?

Join us to debate whether the impression you hold of a product is more important than the physical and usable product.

With two execs aligned with either perspective, it’s set to be a strong case from both sides!

Case Study
10:00am - 10:15am
Coffee & Networking Break

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.
The leopard that changed its spots

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
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?
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?

 

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.
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?
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.
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
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. Building your brand internally
2. Integrating MarTech in your organisation
3. The mindset of a social media marketeer
4. Managing campaign management
5. Content – creation, distribution & measurement
6. Experiential marketing – making memories matter

Workshop
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?
Likes, clicks, comments, engagement, how do you measure up?

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?
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.
Leaning into controversy – How emotion can take you viral

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.
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.
Are we over-analysing our consumers? Who Cares What Their 7 Favourite Ice Cream Flavours Are!

We are all familiar with the quiz that gives you a vague answer for a mildly interesting & culturally relevant topic, based on seemingly unimportant questions about yourself. So why are we so interested in these?

  • As small as this example is, it shows how much the consumer wants a personalized experience, but do we take this too far sometimes?
  • Is having a clear objective from analysing your data paramount to having a large data library?
  • Is less sometimes more?
  • Where is the line drawn for a personalised campaign to an invasion of privacy?
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.
In a challenger world - Customer acquisition trumps customer retention

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?
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.

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 - 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.
“You want how much?” - Justifying marketing spend

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?
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.
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
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. Building your brand internally
2. Integrating MarTech in your organisation
3. The mindset of a social media marketeer
4. Managing campaign management
5. Content – creation, distribution & measurement
6. Experiential marketing – making memories matter

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.
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?
Workshop
11:10 pm - 11:50 pm
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?
What do your customers actually want? Let’s figure it out together!

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?
Keynote
11:50 am - 12:20 pm
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.
Alexa who? Adapting to a new world of search, using voice

One of the most discussed and successful pieces of tech to surface in previous years has been Voice Assistants, are you making the most of their possibilities?

  • How can voice search and answer be used to market your brand and products?
  • With voice being such a new technology, what are the cultural and social implications of this integration?
  • What concerns are there with Security & Data Privacy?
Panel Discussion
12:20 pm - 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.
2020 - Do or die

Can traditional brands compete with new blood? With a mix of brands who have a legacy in their industry, and with some who have taken their industries by storm.Join us to discuss how to be successful in 2020 and keep your competitive edge.

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

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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