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.
Apply to attend

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 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 November 11, 2019
Summit registration
1:00pm - 6:00pm

Grab your name badge, say hello, activate the onsite app and prepare to leave the office behind for two-and-a-half days of networking, learning and intelligence gathering.

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

Details To Follow.

Welcome remarks and delegate briefing
2:30pm - 2:45pm

What? When? How? Where? Join our Master of Ceremonies for a brief welcome and orientation session, where we’ll explain your itinerary for the next few days.

Panel Discussion
2:45pm - 3:30pm
The perspectives of 4-5 industry experts into one of the key challenges we're all facing today. This will be moderated to create a session of different perspectives, opinions and tangible takeaways of how our panelists are tackling them.
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
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.
Likes, Clicks, Comments, Engagement, how do you measure up?
headshot of Annika Kristina Bäcker
Annika Kristina Bäcker
Chief Marketing Officer - Zurich Group

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?
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.
Personalisation
headshot of Alexander Lutz
Alexander Lutz
Head of Global Marketing Operations - Maserati
  • 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 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.
Brand Perception
headshot of Vince Lawson
Vince Lawson
Global Brand Director - Fever-Tree
  • 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 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.
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 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.
MarTech
headshot of Jeremy Curtin
Jeremy Curtin
Head of Digital UX - Permanent TSB
  • 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 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.
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

Details To Follow.

Networking drinks
6:00pm - 7:00pm

Time to kick off your heels, loosen those ties and get to know your fellow summit attendees. Relax, drinks are on us.

Gala dinner
7:00pm - 10:00pm

Time for some fun; you’ve earned it. Join us for our night’s dinner and entertainment. Details to follow.

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.
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

The most important meal of the day. Get yourself set for a productive day by joining us for coffee, croissants and more.

Welcome Remarks
7:50am - 8:00am

Details To Follow.

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.
Restructuring a marketing department & the role of a modern marketeer
headshot of Amber Kirby
Amber Kirby
Director of Brand and Customer Experience - Eurostar
headshot of Rupert Bedell
Rupert Bedell
Vice President Marketing, Europe - American Express

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 (Jellymetrics.com). 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?
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.
The steps that market leaders should take to become resilient

New value is increasingly generated by software. As digitalization is changing all business environments across the board at an accelerating pace, organizations need to build agility to succeed in an increasingly unpredictable digital environment.

  • Why are business environments changing?
  • What capabilities does your organisation need to survive?
  • Are you digitally engaging?
  • How do ongoing disruptions across industries affect leadership?
Case Study
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.
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?
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.
Influencer marketing & Social selling
headshot of Michael Frugtniet
Michael Frugtniet
Global Marketing Director - GSK

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 - 10:15am

Take advantage of time to network with fellow summit attendees and further discuss your business transformation projects.

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.
Customer Retention
headshot of Sophie Ralls
Sophie Ralls
Digital Strategy Director - Coutts

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?
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?
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
11:45am - 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.
Maintaining a skilled workforce
headshot of Thibault Desclée de Maredsous
Thibault Desclée de Maredsous
Chief Marketing Officer - GE Renewable Energy
headshot of Lucy Murphy
Lucy Murphy
Chief Marketing and BD Officer - Freshfields Bruckhaus Deringer

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
12:30pm - 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.
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.
Networking Lunch
1:00pm - 1:45pm

Worked up an appetite? Recharge those batteries with our buffet-style lunch, and prepare to meet the afternoon head-on.

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. Personalisation

2. Brand Perception

3. Ethics & Diversity

4. MarTech

5. Social Media

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?
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.
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.
How are you combatting the drop in Media Spend?
headshot of Luis Lacerda
Luis Lacerda
Director of Marketing - HelloFresh

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?
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.
Digital Marketing, a thing of the past?
headshot of Francesco Federico
Francesco Federico
Executive Director, EMEA Digital Director - JLL
headshot of Liliana Caimacan
Liliana Caimacan
Head of Global Innovation - Tata Global Beverages

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?
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.
Generational stereotyping kills your brand
headshot of Bruce Bullock
Bruce Bullock
Group Director of Product - Independent News & Media

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?
Attendee Downtime
5:40pm - 7:00pm

Time for a well-deserved break in your busy schedules.

Networking Drinks
7:00pm - 7:30pm

Time to kick off your heels, loosen those ties and get to know your fellow summit attendees. Relax, drinks are on us.

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

Time for some fun; you’ve earned it. Join us for our second night’s dinner and entertainment. Details to follow.

Wednesday November 13, 2019
Breakfast
7:30 am - 8:20 am

The most important meal of the day. Get yourself set for a productive day by joining us for coffee, croissants and more.

Welcome Remarks
8:20 am - 8:30 am

Details To Follow.

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.
Integrating MarTech to encourage Innovation. How to decide what to invest time and money into
headshot of Andrew Crisp
Andrew Crisp
SVP Digital Media, Marketing and Products - Liverpool Football Club

“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
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?
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. Personalisation

2. Brand Perception

3. Ethics & Diversity

4. MarTech

5. Social Media

Coffee & Networking Break
10:10 am - 10:25 am

Take advantage of time to network with fellow summit attendees and further discuss your business transformation projects.

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.
AR - no longer a buzzword or the future, it’s here!
headshot of Will Scougal
Will Scougal
Director, EMEA Creative Strategy - Snap Inc.

Augmented Reality: why have Snap Inc. been so wildly successful?

  • Have you had any success from AR?
  • What does AR Mean for your business?
  • Do you know the scope of AR?
  • Is it worth the investment?
Workshop
11:10 am - 11:50 am
An industry expert will lead an interactive workshop tackling common challenges and scenarios, engaging the audience to confront the issues and discuss ideas. What will your proposed solutions be?
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
11:50 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.
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
1:00 pm - 2:00 pm

Worked up an appetite? Recharge those batteries with our buffet-style lunch for your journey home.

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.

Popular content from our Summits

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.

Join us at the Upcoming Event

Don't miss out

Apply now