Marketing Futures

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NETWORKING BREAKFAST (9:00-9:45AM)
INTRODUCTIONS (9:45-10:00AM)

I. TRANSFORMATION AT SPEED (10:00 – 10:45AM)
The Digital Revolution began with a series of technological innovations that quickly coalesced into a completely new connected way of living, working and communicating. After decades of progress and trillions of dollars of investment, why are brands and their partners still struggling to navigate these evolutions in technology and the corresponding shifts in consumer behavior? Barry Wacksman, Vice Chairman and Global Chief Strategy Officer, R/GA will explore the three mandates for change that all modern brands must navigate, while providing real-world case studies of those successfully making the shift.  The presentation will reveal new ways of working, new types of deliverables and corresponding compensation models.

Speaker:
Barry Wacksman, Vice Chairman, Global Chief Strategy Officer R/GA

II. THE BEST BRANDED BOTS (11:00AM – 11:45AM)
From Facebook Messenger to Amazon Alexa, text- and voice-based chatbots can be effective channels for promotion and customer service. Still, brands are struggling to build and deploy them at scale. What can marketers learn from the best branded bots? Serial Marketer's founder and publisher David Berkowitz, who has held C-level positions with top agencies and startups, will share highlights from the scores of bots he's reviewed across more than a dozen verticals.

Speaker:

David Berkowitz, Founder and Publisher – Serial Marketer


III. COMMITTEE ROUNDTABLE DISCUSSION: THE FUTURE OF PHONES (11:45AM – 12:15PM)
We will discuss what the shift to automated communications means for phones themselves; could wearables and voice assistants change what we do with our screens? Come prepared for an animated discussion – but no need for any pre-programmed responses.

Moderator:
David Berkowitz, Founder and Publisher – Serial Marketer

LUNCH (12:15 – 1:00PM)

IV. BP: WHEN LARGE COMPANIES ASPIRE TO FIND NEW REVENUE STREAMS IT'S OFTEN LIKE TURNING AN AIRCRAFT CARRIER IN THE MIDDLE OF A BATTLE (1:00 – 1:45PM)
BP is one of the largest oil companies in the world. And like most oil companies, BP has realized there are significant changes on the horizon and they need to look for new revenue streams outside of their core business to continue to grow and prosper in the future. This session will provide some insight into how a company like BP goes about "futurizing" their business. You will see how combination of a new strategy and a new organization are put in place to drive change. You will also see how this desire to change results in many pilots and new business ideas that are tested and explored, with one example discussed in some detail.

Speaker:
Dave Berlin, Director, Digital Business Development – BP


V. NATIONAL GRID: CREATING AND LAUNCHING A VENTURE CAPITAL BRAND IN SILICON VALLEY, WITHIN A GLOBAL UTILITY
(1:45-2:30PM)
National Grid plc (LSE: NG; NYSE: NGG) is one of the largest global energy and utility companies in the world. Despite being well-known in the UK and northeast US, it had not established itself as a venture capital (VC) firm and player. You will learn why and how National Grid boldly launched its $250 million VC and innovation fund–National Grid Partners, its portfolio companies, and how telling a focused and differentiating story through marketing and PR has already moved the needle.

Speaker:
Rafael Sulit, Head of Marketing– National Grid Partners, National Grid