On 11 – 13 November 2019 at the lovely Powerscourt Hotel Resort and Spa in Wicklow, Ireland, 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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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 Tobias De Bont
Tobias De Bont
CMO
Lebara
Image of Kolja Eikelmann
Kolja Eikelmann
CMO
PPG INDUSTRIES
Image of Penny Brook
Penny Brook
CMO
Canada Goose
Image of Federico Manno
Federico Manno
eCommerce & Digital Marketing Director EMEA
The North Face
Image of Maria Jose Barrera Rojas
Maria Jose Barrera Rojas
Digital Transformation & Global eCommerce Director
L'Oréal
Image of Lorna Springall
Lorna Springall
Head of Social Media, Content
Marks & Spencer
Image of Clément Défossé
Clément Défossé
Marketing Director
ESL - Turtle Entertainment
Image of Liliana Caimacan
Liliana Caimacan
Marketing Transformation Director Europe
Unilever
Image of Olivier Heck
Olivier Heck
VP Marketing
K-Swiss Global Brands
Image of Francesco Giacalone
Francesco Giacalone
Product Planning and Marketing Director
Nissan
Image of Jim Warren
Jim Warren
VP Marketing
Bloom & Wild
Image of Can Akar
Can Akar
Head of Brand & Campaigns, Uber Eats - EMEA
UBER

6 Challenges in Marketing

Our summit is focused on solving your strategic challenges
  • Meeting customer expectations in a world where consumers feel entitled to a great experience
  • Using data to create personalised messaging, whilst remaining compliant and sensitive to privacy
  • Driving visibility into marketing effectiveness through meaningful metrics and measurement
  • Moving the needle on your content marketing efforts so that they convert as well as engage
  • Balancing the need to demonstrate short-term results whilst also driving long-term business strategy
  • Making sense of the increasingly crowded marketing tech landscape, and how to on-board new tools
Apply to attend

Summit Schedule

3 Days - 3 Summit Themes - 3 Workshops
Day 1
Day 2
Day 3
Monday November 11, 2019
Summit registration
1:00pm - 6:00pm
Solution provider briefing
2:00pm - 2:30pm
Welcome remarks and delegate briefing
2:30pm - 2:45pm
Panel Discussion
2:45pm - 3:30pm
Marketing with a humanistic purpose

With MarTech engulfing the attention of marketeers, is it time that we pull back and look to the human and consumer aspect of marketing?

  • Consumers want to be seen and heard, having a personalised experience is far more effective to create a memorable and positive experience
  • What does this mean for your marketing endeavours & How do you prioritise the main issues?
Interview
3:30pm - 3:50pm
Evoking emotion for a viral advertising campaign

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.

Roundtable
3:50pm - 5:00pm
Personalisation
  • Why should you personalise marketing?
  • How much do you need to personalise your marketing campaigns?
  • How far does the remit of personalisation reach?
  • Can you go too far with personalisation?
Roundtable
3:50pm - 5:00pm
Brand Perception
  • What does your brand stand for?
  • What are the modern expectations of a brand?
  • How much of the internal workings of the company should be made public knowledge?
  • Can traditional brands stand the test of time against new social brands?
Roundtable
3:50pm - 5:00pm
Ethics & Diversity
  • We live in a diverse world, does your marketing reflect this?
  • Are your marketing campaigns ethical, and to what standard?
  • With diversifying your employee base, will this have an impact on your output of content?
  • What ethical implications need to be taken into consideration?
Roundtable
3:50pm - 5:00pm
MarTech
  • AI, Voice, Big Data, IoT, Blockchain and much more.
  • Are you doing enough to keep up to date with new MarTech?
  • What implication will this have on staff and will it replace certain job functions?
  • Do you need to keep up to date with all of the different tech?
Roundtable
3:50pm - 5:00pm
Social Media
  • Are we making the most of social media?
  • Which platforms work best for you?
  • What metrics do you use?
  • Is social media use essential in marketing?
  • Will Influencer marketing have a large impact in Europe?
Roundtable feedback
5:00pm - 5:30pm
Networking drinks
6:00pm - 7:00pm
Gala dinner
7:00pm - 10:00pm
Keynote
8:00pm - 8:30pm
Gala dinner keynote, Q&A: Are we analysing the consumer too much? 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 personalised 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?
Tuesday November 12, 2019
Breakfast
7:00am - 7:50am
Welcome Remarks
7:50am - 8:00am
Keynote
8:00am - 8:20am
Title TBC

Details To Follow.

Keynote
8:20am - 8:50am
Customer Retention

Customers have a wide array of options for products and services in every industry.

  • With challenger brands having so much success and skyrocketing to the head of industries, how can you compete?
  • Is comfortability with a brand enough to maintain brand loyalty? How do you stay competitive and comfortable?
Panel Discussion
8:50am - 9:20am
Restructuring a marketing department & the role of a modern marketeer

Marketing is not what it once was, how are you adapting to the new role of a modern marketeer? Yahoo being a prime example of one of the first companies to generate big profit from online marketing in 1995. This revolution in marketing brought forward a new type of marketeer & changed the industry.

  • Have we gone through another major shift in what a marketeer is and what expectations there are of them?
  • What different attributes & skills does a modern marketeer need to have to be competitive?
  • Why are marketing teams restructuring so heavily?
  • Can one person do it all?
Oxford Style Debate and Live Polling
9:20am - 10:00am
Influencer marketing & Social selling

Influencer Marketing is a hot topic, but how much value is there in it?

  • If we look at the infamous “egg” campaign on Instagram, it was a social phenomenon that saw the highest liked Instagram post be of a picture of an egg, as an opposition to social celebrities holding this title.
  • Does this say more for our tendency to follow social trends, or a new found understanding of transparency on social influencers?
Coffee & Networking Break
10:00am - 10:00am
Case Study
10:20am - 11:00am
Are you ready for a brand spin-off revolution?

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

  • 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
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?
Panel Discussion
11:40am - 12:20pm
Maintaining a skilled workforce

With new MarTech constantly being introduced, what are you doing to keep up with the growing need for a skilled workforce?

  • Is it sustainable to constantly retrain your staff in new technologies?
  • What makes for a successful marketeer?
  • Should every staff member be able to do the same things?
  • How many of your marketeers should have a specialized skill set?
Keynote
12:20pm - 12:50pm
The Power of Diverse & Inclusive Marketing

Diversity within marketing is more important than ever before.

  • Consumers and employees alike, expect a level of diversity.
  • With a much more diverse consumer base, are brands and marketeers doing enough to reflect this?
  • Whether it be age, gender, ethnicity, culture, religion, sexual orientation, disability or any other factor, there are many benefits that come from this wider spectrum of knowledge and insight.
Networking Lunch
12:50pm - 1:50pm
Drill Down Roundtables
1:50pm - 2:40pm

1. Personalisation

2. Brand Perception

3. Ethics & Diversity

4. MarTech

5. Social Media

Workshop
2:40pm - 3:20pm
How are you combatting the drop in Media Spend?

With media spend on average, dropping year by year from 12.1% in 2016, to 11.2% in 2018 according to Gartner.

  • How are you combatting this to make the most of your budget?
  • Where do media agencies come into the discussion?
Case Study
3:20pm - 4:00pm
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?
Panel Discussion
4:00pm - 4:40pm
Digital Marketing, a thing of the past?

When we think of the term Digital Marketing, do we simply mean Marketing?

  • In a world where everything is digital, why do we still use the term Digital Marketing?
  • Is it outdated, or does it still hold relevance to differentiate traditional and new marketing strategies?
Coffee & Networking Break
4:40pm - 5:00pm
Oxford Style Debate and Live Polling
5:00pm - 5:40pm
Generational targeting, let’s weigh up the pro’s and con’s!

Baby Boomers, Gen X, Millennials, Gen Z, All of the terms used to separate generations.

  • Should we be using these terms to determine how we target consumers?
  • What preconceptions do we hold of these different generations?
  • Are they useful or do they further segregate your audience?
Keynote
5:40pm - 6:10pm
Closing Keynote: 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 account for consumer interaction.
  • Leaning into controversy has been a tactic employed by many brands in the recent history, this however has been considerably contentious.
  • Who holds control over a brands perception, is it the consumer or is it the brand?
Attendee downtime
6:00pm - 7:00pm
Networking drinks
7:00pm - 7:30pm
Gala dinner, silent auction, quiz/trivia
7:30pm - 10:00pm
Wednesday November 13, 2019
Breakfast
7:30 am - 8:20 am
Welcome Remarks
8:20 am - 8:30 am
Keynote
8:30 am - 8:50 am
Integrating MarTech to encourage Innovation. How to decide what to invest time and money into

“Up from 22% of the budget in 2017, technology now accounts for a whopping 29% of the total marketing expense budget” according to Gartner.

  • How has this effected the rest of the business?
  • How do you make the decision of what tech to employ?
Keynote
8:50 am - 9:20 am
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?
Roundtable
9:20 am - 10:00 am
Drill Down Roundtables

1. Personalisation

2. Brand Perception

3. Ethics & Diversity

4. MarTech

5. Social Media

Coffee & Networking Break
10:00 am - 10:30 am
Case Study
10:30 am - 11:10 am
AI - no longer a buzzword or the future, it’s here!

Artificial Intelligence is widely adapted into many marketing strategies, have you fallen behind?

  • How have you had success from AI?
  • What does AI Mean for your business?
  • Do you know the scope of AI?
  • Is it worth the investment?
Workshop
11:10 am - 11:50 am
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
12:00 pm - 12:40 pm
Closing panel & wrap up: So, what’s next… Brexit.

Looking ahead to the future of Marketing, will Brexit have an impact?

  • With Brexit on track for the 31st October, how will this effect your marketing departments?
  • Several businesses have completely moved their operations from the UK to cities such as Dublin, Berlin or Amsterdam, to negate any backlash from Brexit.
  • In a European market, is this something you must consider?
  • Will this have a positive or negative effect on the European market?
Buffet lunch
12:45 pm - 1:45 pm

Summit Location

Powerscourt Hotel Resort and Spa, Wicklow, Ireland

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.

Latest Case Study

Senior executives love our summits because of the unparalleled opportunity to meet people with ideas on how to move their key projects forward. But don’t just take our word for it…

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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