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Guy Hayward of JWT on marketing success

With a plethora of choices available to consumers, the essence of success is having a brand that consumers actively seek out because it offers them something that they believe in and that they think no one else can offer. It is good old-fashioned differentiation and it has never been more important than now, when we face such an unstable economic climate. In retail, we have seen a number of great brands lose their way in recent years. The root cause is that they allowed themselves to become irrelevant in the eyes of their customers.

GUY HAYWARD chief executive, JWT and summit co-chairman

#Guy Hayward #marketing #marketing success #JWT #Brand #BrandMAX

Simon Clift of Effectivebrands on who's getting brand optimisation right

HSBC. This organisation understood that great brands are built on a universal insight that resonates with consumers. HSBC realised that customers are individuals and that, understandably, they want companies to treat them as such. They want to feel that companies care about them, recognise their needs and understand what makes their community special or different. HSBC was clever to base its global brand idea on this insight, finding the ideal balance between global leverage and local relevance as 'the world's local bank'.

SIMON CLIFT, advisory board member, Effectivebrands

#Marketing #brands #Simon Clift #Effectivebrands #BrandMAX

Richard Hudson of BMW on marketing success

What really makes marketing successful is a powerful but difficult-to-achieve blend of creativity, innovation and commercial orientation. This requires everyone across an organisation to work together, and an acceptance that creative individuals may lack the commercial sensitivity that is also needed. The true essence of marketing is understanding consumer insights and using them to build a strong, relevant brand, for which you need that focus on commercial success, rather than relying on campaigns that look good but fail to deliver commercially.

RICHARD HUDSON, marketing director, BMW UK

#Richard Hudson #BMW #marketing #BrandMAX

Nina Bibby of Barclaycard on marketing success

It is understanding customer behaviour and responding to it in a creative and innovative manner that drives commercial returns. This is at the heart of what we do, and can be expanded to the how, in terms of having a clear target customer segment, a deep understanding of their needs and drivers, a differentiated and compelling proposition, an integrated communications platform and flawless execution.

NINA BIBBY, global chief marketing officer, Barclaycard

#Nina Bibby #Barclaycard #Marketing #BrandMAX #Marketing success

Guy Hayward of JWT on Integration

"It's not easy to define.True integration goes beyond comms. It is now affecting the entire behaviour of brands."

GUY HAYWARD chief executive, JWT; summit co-chairman

#JWT #Guy Hayward #BrandMAX

Nick Manning from Ebiquity, on the biggest challenge for marketers

'The marketing agenda has changed as a result of digitisation. The biggest issue is the need to consider not just what to do as a brand talking to consumers, but also how consumers view you and share that information. The challenge is managing the brand's reputation in multiple channels and making sure you have a messaging strategy that works through multiple channels and is driven by clear, compelling communications and creative ideas.'

NICK MANNING managing director, Ebiquity, and summit co-chairman

#BrandMAX #Nick Manning #Ebiquity

Guy Hayward of JWT, on the biggest challenge for marketers

'The marketer's biggest challenge is (deciding) where to spend their money. It has been said that there have never been more ways to reach a target audience, but it has never been as hard to connect with them, and that is true. Marketers have to ensure that an audience has multiple touchpoints that encourage positive participation. This means clients need a range of connected solutions, rather than just an above-the-line campaign with a digital element tagged on the end of it.'

GUY HAYWARD chief executive, JWT; summit co-chairman

#Guy Hayward #JWT #BrandMAX

Mel Exon of BBH, on the biggest challenge for marketers

'The biggest challenge is getting your day job done while continuing to move with the times. It's about managing the deluge - every day we are contacted about new research methodology, or platform launches. Marketers need to work out what is commercially important for their business, accept that they are never going to know everything, and surround themselves with great specialists.'

MEL EXON managing partner, Bartle Bogle Hegarty and BBH Labs

#Mel Exon #BBH #BrandMAX

Adam Tucker of AMV BBDO, on the biggest challenge for marketers

'Everybody is grappling with the incredible pace of change and the new media opportunities that we are discovering on a daily basis, and there is still a significant challenge in justifying investment, accountability and ROI, especially as these new media and social media opportunities proliferate. It is very difficult to get these back to metrics, so redefining them will be an ongoing challenge for marketers.'

ADAM TUCKER managing partner, Abbott Mead Vickers BBDO UK

#Adam Tucker #Abbott Mead Vickers BBDO UK #BrandMAX

Simon Clift on the biggest challenge for marketers

'There are few issues on the marketer's agenda simultaneously so pertinent and so poorly documented as the management of global brands. Today almost every marketer works for, or competes against, a global brand. As they manage their brands to address this, more marketers are running into the challenge of making their marketing mix work in different parts of the world. This represents a daunting challenge for most companies.'

SIMON CLIFT former chief marketing officer at Unilever and member of the EffectiveBrands Advisory Board

#Simon Clift #BrandMAX #Marketing Challenges

Michael Kassan on chaos an opportunity

We asked BrandMAX speaker Michael Kassan, Chairman and CEO of MediaLink and former President/COO and vice-chairman of Initiative Media Worldwide: Where do the media and advertising industries find themselves now? I would sum it up as chaos and opportunity. Two words that I use frequently to identify the state of our industry today, having been fortunate to participate in the media industry over the past 20 years and watching the transition.

See what else he had to say

#Michael Kassan #BrandMAX

BrandMAX at a glance

LoveFilm's CMO Simon Morris on Competition

'Competition keeps you on your toes and makes you evolve and innovate.'

#LoveFilm #Simon Morris #Competition

Andy Duncan, CEO of HR Owen on the car industry

'From a marketing perspective, focusing more on the customer is a big area the car industry could do more on. It's a heavy-spending industry, but it needs to be able to tailor and target much more effectively.'

#Customer #Andy Duncan #HR Owen #Car industry

KFC's Jennelle Tilling on changing slogans

'Look, we are in an awesome position right now,' retorts Tilling. "Finger lickin'" talked about the food well. But 'So good' talks about the brand in a more holistic way. It applies to members of staff and the service we offer in a way that the old strapline couldn't.'

#KFC #Jenelle Tilling #slogans #brands

Mastercard's Shaun Springer on 'priceless'

'All campaigns need to be evolved. "Priceless" started 15 years ago and everyone has used it in conversation with friends, but over the past few years, social marketing has taken over,' he says. '"Priceless" was heavily integrated in TV and outdoor, so we have identified how consumers want to engage. The Brits showcased that new integrated approach. We've got a great opportunity to get "Priceless" back on everyone's lips.'

Hany Fam, president of MasterCard UK and Ireland, has a long-standing aim of driving the brand's emergence from perceptions of it as a debitand credit-card provider to a more rounded 'payment solutions provider', in particular making better use of the reams of consumer spending data at its disposal.

Springer agrees that data will play a significant role in the brand's evolving marketing strategy. 'We've been building an eco-system (partnership) that matches the key touchpoints in a consumer's journey. I've been working to identify the right partnerships, say, in dining, that would drive the advocacy to share with friends. It's about under-standing what consumers want,' he says.

#Mastercard #Priceless #Consumer data #Integration #Social

William Hill's Kristof Fahy on modernising the brand

Kristoff Fahy, Group Brand and Marketing Director, says that 'enhancing customer experience' is central to his remit.

This is an area in which the brand has fallen short in the past, he admits, but it is now modernising its approach. 'William Hill previously put the customer last. Now we are putting them at the centre,' he adds.

One example of this shift is that punters can now deposit cash in its shops and use it to bet online or, vice versa, if they win online, they can collect the cash in person.

Products such as its 'Shake a Bet' iPhone app have also been hits with the racing fraternity, says Fahy. 'People think a brand like ours is living in the past, but we are looking at integrating mobile, cashless payments. We have geniuses writing algorithms.'

#Customer,#William Hill #Brand

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