Brands Taking Back Control

 

Few senior executive positions will be subject to as much change as the CMO. Technology has catapulted the role to new levels of importance, pushing CMOs to be just as comfortable being the steward of brand perception as managing media spend in-house or defining narratives around brand values.

The Digiday Brand Summit Europe will examine the evolution of the brand marketer, how the role has become strategic and how the DNA of brands as we know them are changing. Join hundreds of brand marketers for three days of honest insight and new connections.

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Speakers

  • Graeme Adams
    GENERAL MANAGER, MEDIA
    BT
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  • Stephen Chester
    director OF MEDIA
    ISBA
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  • Charlie Crideford
    DIGITAL MARKETING LEAD - WEST Europe
    PEPSICO
  • Jerry Daykin
    HEAD OF MEDIA PARTNERSHIPS
    DIAGEO
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  • Sandy Ghuman
    DIGITAL DECISIONING CONTROLLER
    SKY
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  • Joseph Harper
    SOCIAL MEDIA LEAD - UK & IRELAND
    KELLOGGS
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  • Caroline Harrison
    HEAD OF DIGITAL ACQUISITION
    HSBC
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  • Gerhard Louw
    HEAD OF INTERNATIONAL MEDIA MANAGEMENT & DIGITAL TRANSFORMATION
    DEUTSCHE TELEKOMS
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  • Mattia Santin
    HEAD OF MEDIA MARKETING
    UBER
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  • Henrik Schulte
    MATERIAL GROUP MANAGER MEDIA & DIGITAL
    SWAROVSKI
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  • Michael Smith
    EuropeAN MARKETING LEADER
    IBM IX
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  • Fleur Willemijn van Beinum
    GLOBAL CONTENT director
    JACOBS DOUWE EGBERTS
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Agenda

Tuesday, November 27

  • 1:00 p.m.
    Registration
  • 2:00 p.m.
    Opening Remarks & Digiday Challenge Board
    • Jess Davies

      UK EDITOR

      DIGIDAY

  • 2:15 p.m.
    How BT is Getting Hands On With Digital

    Over the last 18 months, brands have voiced their concerns with digital advertising, branding and murky supply chains, singling out high rates of fraud and brand safety concerns. Marketers are left looking for new skills and partners to resolve these concerns; never has there been a more disruptive time for brand marketers.

    Graeme Adams from BT will discuss the evolution of digital as a market and how the dust of digital transformation is settling. Graeme will share his insights on how to prepare for what's coming next, even though may not necessarily know what that is.

    • Graeme Adams

      GENERAL MANAGER, MEDIA

      BT

  • 2:35 p.m.
    PepsiCo’s Journey to Embed Digital & Take Control of Their Media Spend

    PepsiCo, like many other established brands have had to take a step back to evaluate their media strategy with great variety across channel experiences and geographical idiosyncrasies. In doing so, they’ve set their sights on aligning assets in different markets to provide a seamless customer experience, as well as looking at a digital-first strategy. This session will follow the journey of PepsiCo towards creating a culture of digital-first and how this has affected their relationships with agencies.

    • Charlie Crideford

      DIGITAL MARKETING LEAD - WEST EUROPE

      PEPSICO

  • 2:55 p.m.
    The Ripple Effect of Transparency

    Lack of transparency in the digital supply chain has necessitated varying degrees of the shift towards in-housing. This has rippled through brand marketing strategies from procurement to agency relationships, remuneration and attribution models. But just how deep is the rabbit hole?

    This session will consider the practical implications of transparency on overall brand marketing, where you should be focusing your efforts, and where the red herrings lie.

    • Henrik Schulte

      MATERIAL GROUP MANAGER MEDIA & DIGITAL

      SWAROVSKI

  • 3:15 p.m.
    Networking Break
  • 3:30 p.m.
    The Boom & Bust of Influencer Marketing

    Influencer marketing has become fairly common place amongst brands, specifically retailers. Successful though it may be there have some significant issues around transparency and fraud. As crowdsourced content and social media continue to rise, brands are taking advantage of influencer networks to bolster sales whilst developing a specialised and nuanced approach to this growing channel. From brand safety, fraud and reach, this session will explore the strategic considerations around influencer channels and how to maximise your investment.

    • Joseph Harper

      SOCIAL MEDIA LEAD - UK & IRELAND

      KELLOGGS

  • 3:50 p.m.
    On Brand Safety: Balancing The Pull of the Triopoly vs the Push for Transparency

    Whilst there is still significant tension around lack of transparency of platforms, in the end the results speak for themselves, and advertisers aren’t walking away. How do you balance the need to go where your customers are and the need for transparency and first party data?

  • 4:10 p.m.
    Working Group Session

    These tried-and-tested interactive sessions will give you the opportunity to deep dive into one of the challenges facing your organization.

  • 4:50 p.m.
    Town Hall

    Participants will meet to discuss the biggest challenges their organizations are facing and work together to come up with potential solutions.

  • 5:30 p.m.
    Sandbox Presentations

    Hear directly from Digiday's partners on the latest innovations in tech.

  • 6:00 p.m.
    8-Minute Meetings

    The 8-minute business meetings connect VIP brand delegates with innovative technology platforms. They are designed to help your team build valuable new relationships and ultimately, close business deals.

  • 7:00 p.m.
    Happy Hour
  • 8:00 p.m.
    The Digiday Dinner
  • 9:30 p.m.
    After-Hours Drinks

Wednesday, November 28

  • 8:30 a.m.
    Breakfast
  • 9:30 a.m.
    Opening Remarks & Digiday+ Research
    • Jess Davies

      UK EDITOR

      DIGIDAY

  • 9:45 a.m.
    Transitioning to the Age of In-Housing

    The days of outsourcing your media buying are at an end and the industry mandate is to in-house at least parts of this process. Advertisers traditionally are not set up for this so knowing where to start can be tricky and creating a roadmap for in-housing varies from brand to brand.

    In this session, ISBA will share the collective knowledge of the industry including in-housing rationale, questions you should be asking yourself, different approaches to bringing this in-house and milestones as you begin to bring functions in-house.

    • Stephen Chester

      DIRECTOR OF MEDIA

      ISBA

  • 10:15 a.m.
    Brands Doing It for Themselves: The Disintermediation of Brand Relationships

    A key element of the in-housing trend lies in the way that partner relationships are managed directly, whether with publishers or platforms. Ultimately this means that brands will now get closer to their partners – what is the relationship like with agencies in this new reality and how are brands working with agencies to deliver on maximum value for their media spend? Is there a benefit to getting closer to your supply chain, and does this appease transparency concerns?

    • Caroline Harrison

      HEAD OF DIGITAL ACQUISITION

      HSBC

  • 10:35 a.m.
    Metrics That Matter: Changing the Way We Report

    One thing that is undeniable is that when it comes to media spend on any platform, through any channel, reporting needs to be transparent and accurate. In many cases, brands do not have full view of their digital advertising investment, but with direct contractual relationships this will no longer be the case. In order to understand the effectiveness of their investment, they will need to change the way that they report or work with their partners to get metrics that match.

  • 10:55 a.m.
    Networking Break
  • 11:10 a.m.
    How Transparent Media Demands a New Breed of Brand Marketer

    Owning your media spend in-house starts with ownership of your supplier contracts and needs a team with a dynamic set of skills – but how do you grow a team that can cope with these demands, both from a procurement and operational perspective? This fundamentally asks for a different set of skills that are beyond the core competencies of a traditional marketer.

    • Mattia Santin

      HEAD OF MEDIA MARKETING

      UBER

  • 11:30 a.m.
    Is Blockchain an Answer for the Transparency Crises?

    Blockchain is undoubtedly still in its infancy, and with over-promised and under-delivered application, is there an application for this ledger that will make a big difference in the way that we work? This session will consider the application of blockchain to media buying and how it may just provide a relatively simple solution to the transparency crisis facing the industry and unmuddy murky digital supply chains that are at the root of the issue.

    • Michael Smith

      EUROPEAN MARKETING LEADER

      IBM IX

  • 11:50 a.m.
    Working Group Session

    These tried-and-tested interactive sessions will give you the opportunity to deep dive into one of the challenges facing your organization.

  • 12:30 p.m.
    Town Hall

    Participants will meet to discuss the biggest challenges their organizations are facing and work together to come up with potential solutions.

  • 1:00 p.m.
    Lunch
  • 2:00 p.m.
    Afternoon Activities

    Spend the afternoon networking with our sponsors and take the opportunity to catch up on emails.

  • 5:00 p.m.
    Content Marketing Masterclass

    Content marketing is far more nuanced than many give it credit and in a very competitive ecosystem, it can make a significant difference in the overall perception of your brand, loyalty and engagement with customers, and the longevity of the business.

    This interactive masterclass will walk you through telling your brand story consistently in a global social ecosystem, how to use content to bolster your marketing plan and how to build content around your product offering.

    • Fleur Willemijn van Beinum

      GLOBAL CONTENT DIRECTOR

      JACOBS DOUWE EGBERTS

  • 5:30 p.m.
    Sandbox Presentations

    Hear directly from Digiday's partners on the latest innovations in tech.

  • 6:00 p.m.
    8-Minute Meetings

    The 8-minute business meetings connect VIP brand delegates with innovative technology platforms. They are designed to help your team build valuable new relationships and ultimately, close business deals.

  • 7:00 p.m.
    Happy Hour
  • 8:00 p.m.
    The Digiday Dinner
  • 9:30 p.m.
    After-Hours Drinks

Thursday, November 29

  • 8:30 a.m.
    Breakfast
  • 9:30 a.m.
    Digiday Mind Map

    UK Editor, Jess Davies will map out the themes that emerged in the summit town hall meetings in response to the Digiday challenge board.

    • Jess Davies

      UK EDITOR

      DIGIDAY

  • 9:45 a.m.
    Effectiveness, Efficiency & Transparency: Advertisers Driving the Change They Need

    In order to get the most for their paid media, advertisers need to be active in driving change. With their Media Operating Model (MOM), Deutsche Telekom is doing just that: increasing active guardianship and control over their paid media placements and outcomes.

    This session will look at how this manifests in practice, specifically with advertisers choosing hybrid models. See how Deutsche Telekom is strengthening the company's internal competence to ensure media-neutral media strategy, planning & buying.

    • Gerhard Louw

      HEAD OF INTERNATIONAL MEDIA MANAGEMENT & DIGITAL TRANSFORMATION

      DEUTSCHE TELEKOMS

  • 10:05 a.m.
    Case Study: Diageo’s Trusted Marketplace

    In the face of recent digital marketing challenges Diageo has pioneered a new approach to working in partnership with media owners to ensure the quality of their supply chain, both globally and locally. Jerry Daykin will discuss how this is helping change the wider industry’s approach to media and how it’s attempting to address age old industry challenges, such as brand safety and transparency, as well as unlock new creative opportunities.

    • Jerry Daykin

      HEAD OF MEDIA PARTNERSHIPS

      DIAGEO

  • 10:25 a.m.
    Behind Sky’s Innovative Targeting Strategy to Create Omnichannel Customer Journey

    Sky’s digital targeting strategy leverages both on- and offline user behaviours to customise the user journey; this session will look at the integration their tech stack to make this approach possible, how they are (still) using 2nd and 3rd party data, and the impact of GDPR on this strategy.

    • Sandy Ghuman

      DIGITAL DECISIONING CONTROLLER

      SKY

  • 10:45 a.m.
    Brands in Culture: Navigating a Complex Social Landscape

    With a move towards global social awareness, brands are being held to account publicly for any missteps to do with their public image – in a world of fake news, how should advertisers be wielding the power that they have with more responsibility?

  • 11:05 a.m.
    Working Group Summaries

    Hear the feedback from the summit working groups, the challenges, resolutions and outcomes.

  • 11:20 a.m.
    5 Things We've Learned

    We’ll summarize the event with the top themes that have emerged through three days of content.

Attendees

Partners

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This was a great event, I'm so glad that I could be a part of it. I took away lots of actionable tips and made a lot of great connections.

— Social Business Manager, IBM

The Digiday Brand Summit Europe was a great event to get new international perspectives from different industries.

— Associate Director of Data Applications, YouGov

Fantastic opportunity to meet people from across the industry who have a wide variety of backgrounds in digital including social, email, search and more.

— Director of eCommerce, Coca-Cola

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