Highlights include Nationwide CMO Sara Bennison on an alternative approach to planning, KFC CMO Meg Farren on the importance of diagnosis, Premier Foods CMO Yilmaz Erceyes on the merits of econometrics and GSK’s senior media director Jerry Daykin on choosing the metrics that matter.

To see the agenda in full go to the Festival of Marketing website where you can also secure a ticket.
Russell Parsons, editor in chief of Econsultancy sister brands Marketing Week and Festival of Marketing, says: “The intent with The Bottom Line is to deliver content that helps people plan, execute and measure in these uncertain times. By illustrating what good looks like, hosting constructive debate on received wisdom and offering practical guidance on everyday challenges, we hope to help marketers better deliver their business’s objectives.”
Over three days, sessions will cover the biggest challenges marketers face in planning, making decisions and measuring success.
The agenda for The Bottom Line, which will run virtually from 23 to 25 March, is now live with all content curated with the aim of helping marketers better determine what they should spend their time and money on.
Leading marketers from KFC, Premier Foods, Little Moons, Mars and Kimberly-Clark will join the likes of Mark Ritson, Bob Hoffman and Helen Edwards for a new Festival of Marketing event in March designed to help marketers boost the effectiveness of their marketing spend.
Sessions will be a mix of practical case studies that will unpick a brand’s success, ‘myth busting’ where marketing thought leaders will challenge received wisdom and short, practical ‘how to’ sessions that will offer insight into everyday challenges.
Elsewhere, Kerry Foods CEO Nick Robinson and Wagamama CEO Emma Woods will share what the view from the top is on marketing effectiveness. Mark Ritson will deliver his take on the key to effective brand research, while author and ‘Ad Contrarian’ Bob Hoffman will deliver his own unique view on marketing effectiveness.

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