PRE EVENT
Monday 23 August
PRE-EVENT MASTERCLASS
Monday 23 August
PRE-EVENT MASTERCLASS
Patrick Collister
Creative Matters UK
Monday 23 August, 2.00pm to 5.00pm Vertical Line Thinking
Creative Matters UK
Monday 23 August, 2.00pm to 5.00pm Vertical Line Thinking
A three hour Masterclass with our international keynote speaker Patrick Collister looking at direct marketing as a brand-building tool.
Vertical Line theory suggests that every piece of communication not only can be but should be both direct (transactional) and branded (contributing to overall brand nourishment.) In other words, be it a direct mail piece on the one hand or a TV commercial on the other, marketing communication is more effective when it is both rational and emotional.
Many direct marketers are not as familiar with the tools of brand building as they might be; and many ‘above-the-line’ agencies are not as aware of the power, let alone the creative possibilities, of direct.
We look at techniques for defining brands and how identifying values allows us to start new and more relevant conversations. We look at the way marketing methods engage – and at the conflict between the science of data management and the art of sustaining a real relationship.
EVENT PREMIERE
Monday 23 August
SPONSORED BY ENTERPRISE CONNECT
Monday 23 August
SPONSORED BY ENTERPRISE CONNECT
Russel Howcroft
National CEO George Patterson Y&R
Mon 23, 5.30PM What the AFL has taught me about building brands
National CEO George Patterson Y&R
Mon 23, 5.30PM What the AFL has taught me about building brands
There are few things in Australia we are more passionate about than AFL. A local game, that has become a billion dollar industry. A commercially commanded and controlled entity that provides many of us with a vehicle to get a little out of control. Building a club in the world of the AFL can teach us a lot about the branding business.
Registration includes refreshments
Presented by the Australian Marketing Institute back to topDay 1
Tuesday 24 August
International Keynote Presentation
Tuesday 24 August
International Keynote Presentation
Patrick Collister
Creative Matters UK
Session 1A, 7.30am to 9.00am Romeo and Juliet Or the power of mail in building and sustaining meaningful relationships
Shakespearean scholars recognise that in ,Romeo and Juliet, had any one of three letters actually arrived as intended tragedy would have been averted.
And that’s the theme of the talk. The tragic misunderstanding of direct mail in the
fostering of meaningful relationships between brands and their customers.
If, when they first met Romeo had said to Juliet, “You look a right slapper, fancy a shag?” the relationship would have been transactional and short, based on the exchange of money for services rendered. But he didn’t.
He offered long-term commitment. And that’s the secret for successful direct marketing, to look beyond proposition to promise, beyond the immediate exchange to lifetime value.
Illustrated with recent case histories from Directory magazine, Patrick Collister persuades us as marketers that creativity is about giving customers every possible reason to love the brand.
Forget return on investment. Look for return on idea. And in “Romeo and Juliet” is one of the greatest ideas not just of literature but of marketing.
Creative Matters UK
Session 1A, 7.30am to 9.00am Romeo and Juliet Or the power of mail in building and sustaining meaningful relationships
Shakespearean scholars recognise that in ,Romeo and Juliet, had any one of three letters actually arrived as intended tragedy would have been averted.
And that’s the theme of the talk. The tragic misunderstanding of direct mail in the
fostering of meaningful relationships between brands and their customers.
If, when they first met Romeo had said to Juliet, “You look a right slapper, fancy a shag?” the relationship would have been transactional and short, based on the exchange of money for services rendered. But he didn’t.
He offered long-term commitment. And that’s the secret for successful direct marketing, to look beyond proposition to promise, beyond the immediate exchange to lifetime value.
Illustrated with recent case histories from Directory magazine, Patrick Collister persuades us as marketers that creativity is about giving customers every possible reason to love the brand.
Forget return on investment. Look for return on idea. And in “Romeo and Juliet” is one of the greatest ideas not just of literature but of marketing.
Registration includes breakfast
Presented by the Australian Marketing Institute
back to top
Professor Pascale Quester
University of Adelaide
Session 1B , 9.15am to 10.30am "Fans build brands ... Can they break them too?
University of Adelaide
Session 1B , 9.15am to 10.30am "Fans build brands ... Can they break them too?
The Holy Grail of marketers is to create iconic brands. Loyal consumers are deemed a critical asset and their engagement with the brand constitutes a major competitive advantage. Assisted by the internet, consumers can now form vibrant and active communities around brands. While this may at times provide a key platform for marketing activities, it can also enable a resistance to change and force a shared ownership of the brand’s values. If and when marketers make the ‘wrong’ move, consumers can now just as easily break the brand as they can make it. Using the example of the Club Med, Pascale will articulate the issue which marketers can now face when confronted with fans unwilling to tolerate change. Pascale will also discuss the risk, for prestige brands in particular, of becoming too popular, particularly when pirated and illegal copies of products become available.
Presented by the University of Adelaide
Registration includes morning tea with the Marketing Week Exhibitors, 10:30 to 11:00am, Session 1B and 1C delegates back to top
Penny Burke
Essence Communications
Session 1C, 11.00am to 12.15pm Why condoms don’t come in size small
Essence Communications
Session 1C, 11.00am to 12.15pm Why condoms don’t come in size small
Could there be a product more reliant on functional competency than a condom?! Yet this market – and many, many others – are built on a marketer’s ability to deliver both a functional reason for being, but more so, an engaging emotional promise.
Come along and hear:
• The 7 secrets that build fans
• How and why marketing is like a love affair
• What you can do to improve your odds.
Presented by the Australian Marketing Institute
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Harold Mitchell AC
Mitchell Communication Group
GALA AWARDS LUNCHEON
Session 1D, 12.30pm to 2.30pm Our changing media landscape
Mitchell Communication Group
GALA AWARDS LUNCHEON
Session 1D, 12.30pm to 2.30pm Our changing media landscape
Gala Awards Luncheon includes the announcement of the Harvey Norman SA Young Marketer of the Year, the announcement of the Emerging Marketers’ Internships and the presentation of the Australian Marketing Institute’s South Australian Awards for Marketing Excellence
Registration includes lunch and refreshments
Presented by the Australian Marketing Institute
back to top
Hans Hulsbosch
Hulsbosch Strategy and Design
Session 1E, 2.45pm to 3.45pm Define, Design, Desire
Hulsbosch Strategy and Design
Session 1E, 2.45pm to 3.45pm Define, Design, Desire
Why some products develop a loyal fanclub and others fail to ignite is a perplexing question that has plagued mankind since a certain snake offered someone an apple. Although this particular piece of fruit landed people in deep water a very long time ago, the apple has since developed an identity of its own and has become a recognized image associated with, to name a few: a wellknown IT manufacturer, a city that never sleeps, even one of the most successful online shops in the world that sells everything from rampant rabbits‚ to lubes and licks. Somehow these brands have managed to capture the essence of what their products, however varied, are all about.
This presentation will take you to the heart of the matter and Hans will discuss how he uses design to create desire for companies such as Qantas and Woolworths, in order to ensure customer engagement.
Presented by AGDA
Registration includes afternoon tea with the Marketing Week exhibitors, 3.45pm to 4.00pm
Session 1E and 1F delegates back to top
Amy Smith
Jenny Craig
Session 1F, 4.00pm to 5.15pm Joined up thinking
Jenny Craig
Session 1F, 4.00pm to 5.15pm Joined up thinking
“I never thought I'd say this about the industry I just left, but....” Amy Smith, Managing Director of Jenny Craig Australia and NZ, talks about what she would do if she were running an ad agency today, what integration really means, and the five elements of the agency/client relationship that are key to achieving true integration.
Presented by the AMI back to top
Simon Hammond
Bastion BRands
Session 1G, 5.30pm to 7.00pm The power of business belief
Bastion BRands
Session 1G, 5.30pm to 7.00pm The power of business belief
Employees and consumers are desperately looking for something to believe in but the corporate world isn’t giving it to us. This exciting and inspirational presentation is designed to allow you to leave conservatism and rational business thinking at the door, and stop thinking about WHAT you do and switch focus to WHY you do it.
Presented by brand expert and creator of BE branding Simon Hammond, this is a unique opportunity to learn the secrets of the world’s top brands and challenge the way you think about doing business. It combines music and business strategy into a presentation that will leave you gasping for more.
Presented by the AMI
Registration includes refreshments
back to topDay 2
Wednesday 25 August
Day 2 sponsored by Hughes Public Relations
Wednesday 25 August
Day 2 sponsored by Hughes Public Relations
Sudeep Gohil
Droga5
Session 2A, 7.30am to 9.00am Planning, an alternative view on the way forward
Droga5
Session 2A, 7.30am to 9.00am Planning, an alternative view on the way forward
The advertising business and strategic planning are at a point of inflexion. Drawing on his experience working on some of the biggest brands in the world Sudeep will present an alternative view on the way forward to planning, it’s evolved role in both the client and agency world and importantly the intersection between planning and creativity.
Registration includes breakfast
Presented by the Communications Council of Australia back to top
Cameron Buckley
MEDIA MONITors
Session 2B, 9.00am to 10.00am Seduce or reduce….the influence that journalistS have on your brand
MEDIA MONITors
Session 2B, 9.00am to 10.00am Seduce or reduce….the influence that journalistS have on your brand
This presentation uncovers who the major Australian media influencers are, the increasing trend of media intermediation/syndication, how positive or negative views in the media will affect your brand and how to measure the value and favourability of your brand across all media.
Presented by the Australian Interactive Media Industry Association
Registration includes morning tea with the Marketing Week exhibitors, 10.00am to 10.15am
Session 2B and 2C delegates back to top
Ian Elliot
ELLIOT ENTERPRISES
Session 2C, 10.15am to 11.30AM Stop bitching start pitching : the 9 success steps to winning business
ELLIOT ENTERPRISES
Session 2C, 10.15am to 11.30AM Stop bitching start pitching : the 9 success steps to winning business
Adding $250 million in new business in his last four years at George Patterson advertising, Ian put his success down to building a new business machine within the agency. On his retirement he co-wrote the book, Stop Bitching, Start Pitching, published by Murdoch Books. He presents the nine key steps you need to take to maximise your win rate in any business, big or small. "A strong value proposition, well articulated is just a small part of determining if you'll win or lose. You need to understand all of the human and corporate dynamics at play in getting to "YES". That's what Ian shares in this insightful presentation."
Presented by the Australian Marketing Institute back to top
Peter Wiliams
Deloitte Digital Australia
Session 2D, 11.30am to 12.30pm Innovation and Collaboration
Yammer
Google Wave Twitter
Deloitte Digital Australia
Session 2D, 11.30am to 12.30pm Innovation and Collaboration
Engaging People
Building communities
Retrieving outcomes
Social Media tools
Presented by the Australian Marketing Institute
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His Excellency, Rear Admiral Kevin Scarce AC CSC RANR
Governor of South Australia
Session 2E, 12.45pm to 2.15pm South Australia as a place to do business
Governor of South Australia
Session 2E, 12.45pm to 2.15pm South Australia as a place to do business
Registration includes lunch and refreshments
Presented by the South Australian Press Club
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Brian Nielsen
Nielsen Instant Knowledge Systems
Session 2F, 2.30pm to 3.30pm Successful Prophets adapt your brand to technological and generational changes!
Nielsen Instant Knowledge Systems
Session 2F, 2.30pm to 3.30pm Successful Prophets adapt your brand to technological and generational changes!
A refreshing and compelling presentation which covers the following:
New toys bring new friends – Those who embrace new technologies like facebook, twitter, sms, web and email combined with the right media mix can emerge with new fans and a REAL competitive edge – are you one of them?
The Chameleon approach – Adapting consumer behaviours of different generations – has your brand changed with the new environment and modern day customer?
Y not X? – Generation Y now marks the spot for your brand’s future fans! They’re here, and using the latest technology and are hungry to find out where to spend their earnings…. Have you been missing them & their dollars?
Perception & Respect – How is your brand positioned in today’s market? What makes a good brief a great one? How do you make your creative and activity stand out from the rest?
Use your senses – Understand how the interactivity of cross promotions using the five senses - hear, see, smell, touch, taste and modern technology can drive greater brand results.
Tips, Tricks, Traps - Lessons learned and a snapshot from a media “underdog” Fresh 92.7 on embracing new technologies and generational changes to make it the success it is today with Adelaide’s 16 to 39 demographic.
Registration includes afternoon tea with the Marketing Week exhibitors, 3.30pm to 4.00pm
Session 2F and 2G delegates
Presented by the Australian Marketing Institute
Jason Neave & Kelly Noble
Via Media & Glam Adelaide
Session 2G, 4.00pm to 5.00pm Big ideas, small budgets
Via Media & Glam Adelaide
Session 2G, 4.00pm to 5.00pm Big ideas, small budgets
Jason Neave, MD of Adelaide digital agency Via Media and Social Media expert Kelly Noble temper the multi-million-dollar case studies we see from other markets with a discussion on where to start if you have a few less zeros in your budget. With practical advice and real examples, this session is a must-see for organisations large and small who are looking for guidance on ways to get the most out of their digital marketing investment.
Presented by the AMI Emerging Marketers
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Jonathan Kneebone
the Glue Society
Session 2H, 5.15pm to 6.30pm Ideas aren’t enough
the Glue Society
Session 2H, 5.15pm to 6.30pm Ideas aren’t enough
It's not about having an idea. It's about making people feel part of a conversation. And the more human you can be, in word and deed, the more likely it is you'll connect.
Presented by the Communications Council of Australia
Registration includes refreshments
back to topDay 3
Thursday 26 August
Thursday 26 August
Dr Crispin Butteriss,Michelle Prak & Lee Hopkins
Bang the Table, Hughes PR & Better Communication Results
Session 3A, 7.30am to 9.00am, The online digital realm: the pros and cons of digital mediums in the new era of public relations. Online community engagement: how to reach your 'fans' to build your 'brand'.
Bang the Table, Hughes PR & Better Communication Results
Session 3A, 7.30am to 9.00am, The online digital realm: the pros and cons of digital mediums in the new era of public relations. Online community engagement: how to reach your 'fans' to build your 'brand'.
Our panel of online, social media, experts will consider the opportunities that the digital realm brings to the PR tool kit. They will debate the trends surrounding online mediums, discuss the pros and cons and consider case studies that have worked (and those that haven't). Our panel of experts will also address how online engagement tools provide a direct link to the community and other stakeholders, the opportunities for PR practitioners and how to make the most of the two-way nature of online communication.
Registration includes breakfast
Presented by the Public Relations Institute of Australia
David O’Loughlin, Jason Dunstone & Jodi Pope
Saatchi & Saatchi, Square Holes & Bickfords
Session 3B, 9.15am to 12.15pm Getting into the Heart of Consumers.
Saatchi & Saatchi, Square Holes & Bickfords
Session 3B, 9.15am to 12.15pm Getting into the Heart of Consumers.
Great brands are more about a deep love and invisible connection. They transcend the name, logo or even the product or service. Brands consumers love are more than a rational purchase, they are a compulsion or even addiction. They shape who the consumer is, rather than simply servicing a function. Hear three diverse and intelligent perspectives on how to find the key to the heart of consumers to build loyalty [increase ‘brand fans’] empower and increase sales.
Registration includes Morning tea with the Marketing Week exhibitors
Presented by the Australian Market and Social Research Society
Ben Peacock
Republic of Everyone
Session 3D, 2.15pm to 3.30pm Tails for Whales
Republic of Everyone
Session 3D, 2.15pm to 3.30pm Tails for Whales
The International Fund for Animal Welfare's award winning Tails for Whales campaign has featured everywhere from the halls of British Parliament to the catwalk of New York fashion week, collecting celebrities as diverse as Daniel Johns, Twiggy and Amber Valetta along the way. See how social media helped a simple idea become a global campaign on a plankton-sized budget
Presented by the University of South Australia
Registration includes afternoon tea with the Marketing Week exhibitors, 3.30pm to 4.00pm
Session 3D and 3E delegates
John Phillips &
Greg Hobby
The Body Shop & OutThinking
Session 3E, 4.00pm to 5.15pm How The Body Shop created Raving Fans – and kept them
Greg Hobby
The Body Shop & OutThinking
Session 3E, 4.00pm to 5.15pm How The Body Shop created Raving Fans – and kept them
From customers to loyal customers to fans to Raving Fans is the progression to success
that The Body Shop in Adelaide has implemented.
Creating Raving Fans and keeping them is the story John and Greg will tell, as well as explaining the relevance of this experience to all businesses today.
Come and join the mosh pit.
Presented by TAFE SA
Jutta Friese, Ben Peacock, Dr Anne Sharp & Allan Holmes
Volkswagen Group Australia, Republic of Everyone, Ehrenberg-Bass Institute & Department of Environment and Natural Resources
Session 3F , 5.45pm to 7.00pm How do we get people to love the environment?
Volkswagen Group Australia, Republic of Everyone, Ehrenberg-Bass Institute & Department of Environment and Natural Resources
Session 3F , 5.45pm to 7.00pm How do we get people to love the environment?
Persuading people to care for the environment when it means changing their lifestyle can be a tough sell. So how do you get consumers to buy unexciting concepts? - By making it fun!
The Department of Environment and Natural Resources invites you to a unique Stirring the Possum forum created just for Marketing Week. Our vibrant panel will explore the topic and share their insights – the advertising guru, the consumer research specialist, the passionate chief executive and the real life success story.
Some of Adelaide’s best creative agencies will also pitch their ideas, ala the ABC’s Gruen Transfer.
What’s Stirring the Possum all about?
Stirring the Possum is a series of free public forums aimed at empowering community, business and government to take action towards creating a sustainable South Australia.
To learn more visit: www.stirringthepossum.sa.gov.au
Day 4
Friday 27 August
Friday 27 August
Rod Savage
News Limited
Session 4A, 7.30am to 9.00am The Title and Theme of this Presentation Are Subject to Change
News Limited
Session 4A, 7.30am to 9.00am The Title and Theme of this Presentation Are Subject to Change
* title correct at time of publication
So great is the pace of change in the media, it is impossible to write an accurate précis of what Rod’s presentation will be. It may run into pay walls. It might touch on the iPad. It could focus on live video and the threat “newspapers” pose to traditional free-to-air television news services. He might poke around social media. And he may frame his entire talk around why, in such a fragmented market across so many platforms, a strong brand is more important than ever. Then again, all of this may be swept aside as the latest “next big thing” swamps the industry … so he certainly won’t commit himself to anything in print.
Registration includes breakfast
Presented by the Australian Marketing Institute
Malcolm Auld
MAD
Session 4B, 9.15am to 10.30am There’s something about fans…
MAD
Session 4B, 9.15am to 10.30am There’s something about fans…
Marketers wish more of their customers were fans of their brands, but is it really what customers want? How do you turn your customers into fans? Are fans really the responsibility of the marketing department? What does Madonna have in common with first time Lexus owners? Discover why recommending a colleague on social networks can work against you. Hear what Malcolm Auld thinks about fans – he’s run a few music fan clubs as well as loyalty programs in his time and also supports a football team.
Presented by the Australian Direct Marketing Association
Morning Tea with the Marketing Week exhibitors, 10.30am to 11.00am
Session 4B and 4C delegates
Robyn Moore
Session 4D, 12.30pm for 1.00pm to 3.30pm SA Marketing Lunch, The Power of the Word
Session 4D, 12.30pm for 1.00pm to 3.30pm SA Marketing Lunch, The Power of the Word
A highly entertaining presentation by one of Australia's most in-demand speakers (who claims to have been in every home in Australia)... Robyn Moore
Registration includes 3 course lunch and refreshments
An initiative of the Australian Direct Marketing Association
