Presentations a video

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Agenda

9:30 a.m.

registration, coffee break, networking

10:30 a.m.

introduction

10:40 a.m.

Nicole Greenfield-Smith

Profit Ability: the business case for advertising

‘Profit Ability’ has, for the first time, quantified the total profit generated by different forms of advertising in the UK, to show what they deliver to the bottom line. It set out to examine and benchmark all media’s profit-generating performance, with a particular emphasis on uncovering TV advertising’s effects.

The study was commissioned by Thinkbox from Ebiquity and Gain Theory, who independently evaluate advertising performance and effectiveness for hundreds of brands. Using their databanks of existing, client-funded data, it analysed over 2,000 advertising campaigns across 11 categories to uncover the impact that different forms of advertising have on short-term profit (throughout the campaign and within 3–6 months of the campaign finishing), and then combined these learnings with results for profit generated over the longer term (up to 3 years on) to determine total profit return. Clearly, advertising also has an even longer-term impact beyond 3 years, but that is beyond the scope of this study.

11:30 a.m.

Mark Ritson

Ten Years After The Revolution Came: A New Chapter in Advertising and Branding

  • My talk will look at the amazing changes in media spending over the past decade
  • It will look at the fact that TV is now under attack from digital players
  • It will examine the fact that everything is now „digital“
  • It will explore the post-truth age in media in which no-one believes the facts about media anymore
  • It will look at the new research into long and short-term thinking
  • About the challenge of whether to target or go for mass marketing with campaigns
  • It will conclude by looking at the likely challenges of the next 10 years for marketers and media people.

12:30 p.m.

break

12:50 p.m.

panel discussion

Alexandra Meluzínová, Peugeot SK
Petra Novotná, Telekom SK
Jan Ksandr, KKCG
David Vejtruba, p.k.Solvent
Daniel Naxera
moderator: Petr Šimůnek, Forbes

1:35 p.m.

Jakob Stigler

Why brands should launch their ads like they launch their products.

What would it take for brands to truly deliver on the ambitions and visions set out at the start of the campaign process? When Mano asked over 100  brand owners and CMOs across Asia, Europe and US what is the biggest barrier for connecting with the consumer with the brand campaigns they cited „Agency integration“ and Lack of relevant insights“ as the two biggest barriers for success.

Jakob addresses the state of relevance in times of disconnectedness and explains why every marketer who really wants to win in the market for conversations needs to start launching their ads like any other product.

2:15 p.m.

closing

Speakers

 

Mark Ritson




Adjunct Professor of Marketing, Melbourne Business School

Mark Ritson is Adjunct Professor of Marketing at Melbourne Business School and Visiting Professor of Marketing at Singapore Management University. He has a PhD in Marketing from Lancaster University and has been a faculty member at some of the world’s leading business schools teaching on the MBA programs at London Business School, MIT Sloan, and the University of Minnesota. He is widely acknowledged as one of the world’s best marketing instructors and has been the recipient of awards for his teaching at LBS, MIT, SMU and MBS

Mark has worked globally on projects ranging from brand strategy, market research, segmentation, CRM, marketing communications, brand acquisition, brand valuation and brand extension. For thirteen years – from 2002 to 2015 – he served as in-house professor for LVMH – the world’s largest luxury group – working with senior executives from brands like Louis Vuitton, Dom Perignon, Fendi, Tag Heuer, Dior and Hennessy

Mark has written a weekly column on branding for Marketing Week for over a decade. On three occasions he has been judged the Business Columnist of the Year at the PPA Press Awards, the highest award for magazine journalism in the UK. He is also a columnist for The Australian newspaper. His more scholarly publications include articles published in Sloan Management Review, Harvard Business Review, the Journal of Advertising, and the Journal of Consumer Research. He was the recipient of the Ferber Award in 2000, one of the most prestigious prizes in Marketing, for his doctoral thesis.

Nicole Greenfield-Smith


Head of Research, Thinkbox: Biography.

Nicole is Head of Research at Thinkbox, the marketing body for commercial TV in the UK. She has commissioned, managed and delivered virtually every one of their research projects – many award-winning – since she joined the company back in 2006. Nicole began her career in media after completing her Masters in Research Consultancy. She has worked for several organisations including Billets, Flextech TV, The BBC and Accenture before landing the role at Thinkbox and finding her spiritual home.

Outside of Thinkbox, Nicole is a self-confessed TV addict. When she’s not watching the box or downloading her favourite shows (for research purposes, obviously) she loves embarrassing her kids and catching-up on the F1.

Jakob Stigler


Co-founder, Mano

Over his 15 year career, Jakob has been at the forefront of changing how brands approach digital marketing. He has been involved in the planning and media execution of some of the most influential global online video campaigns, including Live Test Series (Volvo Trucks) and The Marriage Market Takeover in China (SKII).

In 2017 Jakob co-founded Mano. A world-first Orchestration Agency that aims to close the gap between creativity and media through an unbiased consultancy model that laser focus on end-to-end support for global brand campaigns. With Mano, he aims to push the boundaries for how creativity is applied in complex settings without losing it’s potential. Mano works globally with some of the best creative agencies in the world and brands like IKEA, UBER, Safeguard, Ørsted, SKII and Olay.

Media partners

Location

Klášter minoritů sv. Jakuba

Malá Štupartská 635/6
110 00 Staré Město
Praha 1

Directions

Underground
Line B, Náměstí Republiky stop

Tram
Tram #6, 8,15, 26, Náměstí Republiky stop

Bus
Bus #207, Náměstí Republiky stop

Parking
OD Kotva
Enter from Královodvorská Street
Náměstí republiky 656/8, Praha 1

OC Palladium
Enter from Revoluční Street
Náměstí Republiky 1, Praha 1