Day One – Tuesday 1st November
8.30 – 9.15
Registration & coffee
9.15 – 9.20
Welcome from Ravi Mattu, Editorial Director for FT² - Morning Chairman
9.20 – 9.30
Conference overview
Tom Knox, IPA President and Chair Mullen Lowe Group
9.30 – 10.15
Can marketing effectiveness drive business transformation?
Chair:
Ravi Mattu, Editorial Director for FT²
Panel:
Jan Gooding, Group Brand Director, Aviva
Chris Hirst, European and UK Group CEO, Havas & Chair of IPA Effectiveness Leadership Group
Mark Luce, Group Marketing Operations Director, SABMiller
Bart Michels, Global CEO Kantar Added Value and Country Leader, Kantar UK
10.15 – 10.45 Beyond the Marketing Budget: Marketing’s Wider Effectiveness
Patrick Barwise, Emeritus Professor of Management and Marketing, London Business School
10.45 – 11.10 Coffee break
11.10 – 12.00 What is the right way to judge marketing investments?
Chair:
Nigel Gilbert, Chief Marketing and Communications Officer, TSB
Panel:
Peter Chadwick, Brand Strategy Manager, Vodafone
Keith Coni, Deputy Director – Government Communication Service, PM Office & Cabinet Office
Nigel Hollis, Chief Global Analyst, Kantar Millward Brown
John Kearon, Chief Juicer, BrainJuicer
12.00 – 12.45 What is the best way to approach multi-channel, multi-platform?
Jonathan Freeman, Professor of Psychology & MD, i2 media research, Goldsmiths University
Dominic Grounsell, Global Marketing Director, Travelex
Dan McNicholas, Head of Analytics and Insight, Business Director, MEC
12.45 – 13.00 Reflection on the morning
Chris Combemale, Group CEO, DMA
13.00 – 13.45 Lunch
13:45
Welcome from Sera Miller, CEO, Material – Afternoon Chairman
13.45 – 14.20 What can a mountaineer teach us about evidence based decision making?
Kenton Cool, Mountaineer, Alpinist And Mountain Guide
14.20 – 15.00 What can a ‘test and learn’ mindset teach us about managing risk?
Chair
Alison Lomax, Head of Brand Solutions, Google UK
Panel
Andrew Warner, VP Marketing, Monster Europe
Lawrence Weber, Managing Partner – Innovation, Karmarama & lead agency Unilever Foundry
15.00 – 15.15 Coffee break
15.15 – 16.00 Choice of three sessions:
Session 1:
Multi-channel, multi-platform optimisation
Jon Kershaw, Head of Strategy, Havas Media Group UK
Chris Mawdsley, Media Portfolio Lead, BBC
Dan McNicholas, Head of Analytics and Insight, Business Director, MEC
OR
Session 2:
The right way to judge marketing investments?
Richard Bagnall, Chairman, AMEC
Owen Brace, Deputy Director of Communications, Department for Work and Pensions
Peter Chadwick, Brand Strategy Manager, Vodafone
OR
Session 3:
‘Measuring not counting’ – proving the business value of social
Celina Burnett, Head of Insight, ASOS
Fran Cassidy, Project Director, #IPASocialWorks, and Founder, Cassidy Media
Stephen Maher, Chair, #IPASocialWorks, and CEO, MBA
Jessica Salmon, Head of Research, O2
16.05 – 16.40 Media in the Digital Age
Les Binet, Head of Effectiveness, adam&eveDDB
Peter Field, Marketing Consultant, Peter Field Consulting
16.40 – 17.00 Tim Hulbert, Managing Director – Group Head of Insight & Research, Barclays reflects on the
afternoon
17.00
Close
Day Two – Wednesday 2nd November
8.15 – 9.10
Registration & coffee
9.10 – 9.15
Welcome from David Bond, European Media Correspondent, FT - Morning Chairman
9.15 – 9.30
Conference overview
Janet Hull, Executive Director, IPA Effectiveness Week and Effectiveness Institute
9.30 – 10.10
What are the building blocks for creating an effectiveness culture?
Ian Armstrong, Global Head of Advertising, Jaguar Land Rover
Sandra Fazackerly, Head of Research & Analytics, O2, Telefonica
Steve Rowe, Managing Director, Vermeer UK
10.10 – 10.45
The rise of the analytical marketer
Tom Davenport, Fellow at MIT, Senior Advisor to Deloitte Analytics and author of The
Analytical Marketer
10.45 – 11.05
Coffee break
11.10 – 11.50
What is creativity’s role in effectiveness?
Bridget Angear, IPA Effectiveness Awards Convenor of Judges & Joint Chief Strategy Officer, AMV BBDO
Dan Izbicki, Global Director of Creative Excellence, Unilever
Charlotte Morton, Head of Creative Agency Relationships, Google
Rachel Swift, Head of Marketing, Brand, John Lewis
11.50 – 12.30
What is the future of leveraging data?
Paul Frampton, CEO, Havas Media Group
Jonathan Harman, Managing Director, Royal Mail MarketReach
Tim Warner, VP Insights & Analytics, Europe & Sub Saharan Africa and Global Executive
Innovation Practice, PepsiCo
Debbie Weinstein, Managing Director, Brand Solutions & Innovations, EMEA, Google
12.30 – 12.45
Jane Frost CBE, CEO, Market Research Society reflects on the morning
12.45 – 13.30
Lunch
13.30 – 14.15
Is customer experience the ultimate effectiveness tool?
Nathan Ansell, Global Director - Loyalty, Customer Insight and Analytics, M&S
Jeremy Ellis, Marketing and Customer Experience Director, TUI UK & Ireland
Nina Holdaway, MD UK & EMEA, Brand Learning
14.15 – 15.00
Choice of two sessions:
Session 1:
The future of leveraging data
Tim Warner, VP Insights & Analytics, Europe & Sub Saharan Africa and Global Innovation Practice,
PepsiCo
OR
Session 2:
Beyond advertising: creating value through all customer touchpoints
Professor Jerry Wind and Catharine Hays, The Wharton Future of Advertising Innovation Network
Janet Hull, Executive Director Effectiveness Week, IPA
15.00 – 15.15
Coffee break
15.15 – 16.00
Choice of two sessions:
Session 1:
Benefitting from a ‘test and learn’ mindset
Colin Haddley, Director, Strategy, Insight, Capability and Marketing Services Europe, Kraft Heinz
Michelle Kelly, Brand Manager – Digital Capability, Global Brand Development – Dove Digital Team,
Unilever
OR
Session 2:
Creativity’s role in effectiveness
Lindsey Clay, Chief Executive, Thinkbox
Dan Izbicki, Global Director of Creative Excellence, Unilever
Tanya Joseph, Director of Partnerships, Sports England
16.10 – 17.00
What have we learnt about the effectiveness of long and short-term investment in brands and how
can we take the learnings from the conference into the workplace?
Chair:
David Wheldon, CMO, RBS & President, WFA and MGGB
Panel:
Louise Ainsworth, CEO UK, Kantar Millward Brown
Jane Christian, Business Science Director, MediaCom
Patrick Mills, Director of Professional Development, IPA
Ed Pilkington, Marketing & Innovation Director, Diageo Europe
17.00
Conference close