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The Junction, Cambridge
Tuesday 25th June 2013

AMC is a simple but refreshing concept: inspiring speakers, great surroundings, amazing company and no corporate sponsors. It has been created by marketers for marketers and as such reflects the issues on the minds of senior and aspiring professionals. Our mission is to help you innovate.

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The Junction, Cambridge

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Welcome

Neil Cooper
Host

A quick introduction from the host. The usual stuff: hello, health and safety, important things to point out during the day.

Bio

Frustrated by the lack of inspiration and vision offered by most other marketing conferences, Neil decided to do something about it. In his day job he works for a small but globally renowned product development consultancy, trying his best to stretch marketing budgets and push boundaries.

You can't have too much data! or can you?

Peter Waggett
Emerging Technology, IBM

Data is everywhere and it is now easy to capture information on our customers and prospects. Getting beyond the hype associated with Big Data requires understanding of the data and knowledge to turn it into something actionable. This talk will discuss the issues associated with the practical and responsible use of Big Data and detail future trends.

Bio

Peter has a PhD in Rocket Science and turned his attention to the challenges of Big Data while working for IBM.  He runs the Emerging Technology Programme based at IBM's Hursley labs which is charged with taking ideas from research and development and turning them to practical use with IBM's clients.

What Nokia did next

Richard Murphy
Global Director of eCommerce, Nokia

For years Nokia was the most desirable brand when it came to mobile phones. However, the smartphone revolution shook things up.

Consumers have changed and so has marketing. The pace of change is accelerating, putting more pressure on organisations to embrace this new digital reality and transform the way they market. How Nokia embraced this new digital reality will offer comfort and inspiration to all of us trying to change our approaches and cultures.

Bio

Richard is responsible for Nokia’s website in 73 countries, optimising digital traffic and driving conversion, customer experiences and sales of Nokia products. Before joining Nokia in 2011, he worked for BT, GE Money and was responsible for developing the Egg brand (which was accredited Superbrand status in 2004).

Seamless brand building

Julie Strawson
Director of Marketing, Monotype

A look at how technology can challenge your brand, why the process of branding is changing and how to deliver reliable on-brand experiences at every consumer touchpoint.

Julie will also reveal the results of a new piece of research into how publishing is changing and what's on offer for advertisers across 100 leading consumer titles conducted by Brand Perfect, Monotype's community for brands, designers and developers.

Bio

Julie is Director, Market Development for Monotype where she leads the Brand Perfect initiative. A qualified member of the Chartered Institute of Marketing with more than 20 years experience in strategic marketing Julie has launched many technology brands from scratch and for the past ten years has led innovative projects at Monotype, a global leader in type, technology and expertise where many projects included pioneering their first mobile app, FlipFont. Brand Perfect is a collaborative worldwide network of brands, designers and developers exploring what branding means today. We provide a platform for members to share knowledge across industry boundaries, create new insights and valuable alliances, and generate and test practical outcomes.

It’s all about ME (Marketing Effectiveness)

Julie Roberts
Marketing Effectiveness Director, TMW

How do we measure our true success? How do we know if we are being effective? And how can we improve? Investing in ‘big data’ is pointless without a concrete effectiveness strategy. Julie will look at, with the increasing amounts of data available, how we should plan, do, check and (importantly) act in 2013.

Bio

Julie works across the spectrum of TMW clients to provide insights into their marketing strategies, showing them how effective their strategies are and how they could be improved. The role involves monitoring, evaluating and reporting on client's marketing activity, with the results being used to feed into the planning process for future projects. Some of the division's key outputs include benchmarking, budget optimisation and campaign evaluation.

Mapping human behaviour with immersive experiences

Jon Dodd
Managing Director, Bunnyfoot

How do we develop products, services and websites that provide customers with a rich, immersive and satisfying experience? What are the little peculiar human behaviours that we need to be aware of and tap into?

Bio

Jon holds a DPhil. in Visual and Computational Neuroscience from Oxford University. As an academic he researched (amongst other things) how you and your brain judge attractiveness, discern the shapes of shampoo bottles, and make decisions when shown visual illusions (he can also tell you a thing or two about how faces indicate age, gender and trustworthiness and why caricatures work so well).

In 1999 he co-founded Bunnyfoot. The premise was (and still is) to help people create great experiences by applying the brainy bits from science and psychology.

The hedgehog and the fox - and why the social sciences are plural for a reason

Rory Sutherland
Vice Chairman, Ogilvy UK

Recent evidence suggests that our brains - and hence the way we make decisions - may be more variegated than we think - or than we want to believe. One of the implications is that single models of human behaviour may be woefully inadequate, or even misleading. We simply need to accept that a single toolbox may never work.

Bio

Rory is the Executive Creative Director and Vice Chairman of one of the world’s leading marketing agencies, Ogilvy. He has worked with many of the world’s leading brands on some of the best marketing that has ever been produced. He is also a champion of behavioural economics, nudge theory and the science of decision making.

Context and content: the two pillars of mobile marketing

Paul Berney
Chief Marketing Officer, Mobile Marketing Association

When it comes to mobile marketing it is vital that we understand how to deliver our content and the role that context plays in how that content is received.

Paul will talk about how the plethora of small screens is changing the way we need to think about our mobile strategies and whether or not we think that it really affects us.

Bio

Paul is Chief Marketing Officer & Managing Director of the EMEA branch of the Mobile Marketing Association (MMA), the premier global non-profit trade association representing all players in the mobile marketing value chain. He has spent the past eight years in mobile marketing and has been a speaker at over 150 mobile events across the world, He is a Business Leader in The Marketing Society, writing regularly for their blog, a Fellow of the Institute of Direct Marketing, a Member of the Chartered Institute of Marketing and a mentor in the Marketing Academy.

Predatory thinking

Dave Trott
Executive Creative Director, The Gate London

One of the most respected figures in advertising, Dave Trott, talks about the importance of the creative spark and how we need to manage our teams and our time to release a little bit more of that inner creative mischief.

Bio

Since the mid-seventies Dave has trained generations of creative directors working and winning awards in advertising today. Winner of the 2004 D&AD President’s Award, Dave graduated from the Pratt Institute, New York, majoring in Advertising before going to work in Madison Avenue. Since then Dave has founded several of his own agencies and is a regular writer and speaker on creativity.

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The people behind Another Marketing Conference are passionate about putting on the best conference for delegates. To us, it is all about the experience. This starts before you came to this website and finishes with you leaving The Junction on June 25th feeling excited and inspired.

If you want to know more or need some help, email the event director, Jennie Cooper on jennie@another.uk.com. You can also tweet us @AnotherMktgConf.

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We work internationally in: Brand / Digital / Print

We get close to our clients, we dig deep and we question until we have unearthed what makes our client's brand or offering different.

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Creators of immersive experiences for mobile devices & the web

With a focus on usability we create tailored digital experiences that engage your users on a multitude of devices. Its what we do.

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Looking back to look forward 05/21/2013 | By Peter Waggett

I have just given a talk on new technologies and the future direction of IT to a group from the Worshipful Company of Information Technologists. It was a fascinating group of people who are all currently or former senior practitioners of the IT profession who have joined the group to give something back to the IT sector and the wider community. It was fascinating to think that this group achieved Livery status in 1992 and joined the ranks of (at that time) 99 other trade associations and guilds going back to medieval times.

The discussion around my talk made me realize that IT has come of age at an incredible pace. My company is IBM and we have a heritage of just over a hundred years and, when founded, the Business Machine part of the name related to scales and time recording equipment. In my time in IT (only 25 years – and yes I know you will find it hard to believe given my youthful appearance) I have moved from using punched cards and paper tape to iPads, voice recognition and brain reading headsets. Members of the audience were able to share their thoughts and experiences and I think the common threads were that most of us had underestimated the impact and rate of progress of IT and the novel uses to which IT was being put.

Where we will be as an industry and a society in 5 years, never mind another 25 years is exercising me at the present and I hope to continue sharing and refining my ideas with the #amc13 audience next month.

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