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Welcome to another episode of "BeenThereDoneThat WhereNext?" - a series by BeenThereDoneThat, where our host and co-founder, David Alberts, delves into conversations with industry experts.

In this episode, 'What is Marketing and what can it help achieve?', David sits down with Julian Marsili, Founder at Like There Is a Tomorrow.

According to Julian Marsili, founder of the consultancy "Like There Is a Tomorrow," short-term thinking leads to decreased attention spans both externally and internally. It's time to get back to understanding what problems we are solving rather than focusing on what targets we are ticking off.

In each episode of this series, David poses three questions to his guests:

1. What’s the biggest challenge you are facing today?
2. In an ideal world, where do you imagine this could go?
3. What’s the first step you would take to get us to where we need to be?

Welcome to another episode of "BeenThereDoneThat WhereNext?" - a series by BeenThereDoneThat, where our host and co-founder, David Alberts, delves into conversations with industry experts.

In this episode, 'Creating a safe space within a marketing department to foster creativity', David sits down with Rupert Ellwood, CMO, CEO and NED.

Rupert is the former CMO of Waitrose and descendant of a four-generational retail family, discusses the necessity for businesses to differentiate themselves in order to thrive.

In each episode of this series, David poses three questions to his guests:

1. What’s the biggest challenge you are facing today?
2. In an ideal world, where do you imagine this could go?
3. What’s the first step you would take to get us to where we need to be?

Session details

Tuesday, April 2nd, 2024 | Available to Watch Now On Demand - Virtual

In this session the panel discuss how premiumisation has become a key theme for many mass market businesses in the last year - but how can you be premium and mass at the same time? And if premiumisation is about baking in extra perceived value, where & how should brands be imparting this value?

Join us for an eye-opening discussion on Mass Market Premiumisation and its implications for businesses, as we delve into the evolving definition of 'premium' and explore effective strategies for standing out in a saturated market.

Don't miss the opportunity to gain valuable insights from our expert panellists and discover the role of marketing in unlocking the potential of premiumisation.
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What you can expect to take away from the session

Key Takeaways:

1. Understand the importance of premiumisation for mass-market brands and learn how to identify opportunities for adding perceived value to products or services.
2. Discover the key factors for successful premiumisation, including customer needs analysis and delivering value that justifies premium pricing.
3. Explore strategies for maintaining a strong core brand while expanding into premium offerings, ensuring your brand remains competitive and differentiated.
4. Gain insights into the role of customer service in creating a premium experience and building brand equity, focusing on holistic customer propositions and elevating the experience beyond product features.
5. Learn about the significance of customer experience, personalization, and moments of truth in the premiumisation process.
6. Recognize the essential role of marketing in driving premiumisation success and the importance of understanding cultural nuances and generational preferences when developing premium strategies.

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Speakers

Dan Gibson

Managing Director at BeenThereDoneThat

Having been a grad at BBH, former global lead on adidas and on Dove Digital, as well as MD at Ogilvy and Havas in Singapore - Dan became convinced that clients needed a different kind of agency model – one that delivered truly world class thinking in the client’s specific problem.

Dan has been partnering with BeenThereDoneThat clients across category since 2018.

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Lara Purcell

Panelist

Marketing Director / Brand Director

Lara is a versatile and solution focused Marketing Director/ Brand Director with over 20 years’ in-depth experience working in fast paced, complex and rapidly evolving organisations in Retail, Brand Marketing and Innovation Development Leadership.

Throughout her career she has demonstrated an unrelenting commitment to delivering profitable retail and brand growth, launching differentiated customer propositions and market leading innovation, and delivering significant ROI from marketing communications across multiple channels, over career with WBA (Walgreens Boots Alliance, formerly Boots UK), Holland & Barrett and Bensons for Beds.

Her time as Global Brand Director for No 7 (Boots)  - a market leading masstige Beauty brand - created the opportunity to orchestrate some world class product launches such as No 7 Protect and Perfect Advanced Serum,  building up best practice of cross-functional leadership, effectively building and managing teams to achieve business objectives, drive forward efficiencies, maximise performance, streamline processes and execute with excellence.

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Craig Jackson

Panelist

Global Brand Director at Maker's Mark, Beam Suntory

Craig Jackson is an accomplished marketing professional with a diverse background in the spirits and retail industries. Currently serving as the Global Brand Director for Maker's Mark at Beam Suntory, Craig is responsible for overseeing the strategic direction and growth of this iconic bourbon brand.

His career spans multiple roles, including Digital Brand Director and Brand Specialist at Nike, where he led brand creative, experiences, and commerce for Nike Basketball having previously worked on global football initiatives. Prior to that, Craig served as the Global Brand Merchandising - Digital Customization lead at Converse and worked in Brand Marketing at Seated.

Abigail Comber

Panelist

VP Marketing and Patient Experience at HCA Healthcare UK

Abi Comber is an experienced Chief Marketing Officer with a diverse background in marketing, customer experience, and brand management. Currently serving as the VP Marketing and Patient Experience at HCA Healthcare UK, Abi is responsible for driving commercial success and enhancing the patient experience.

Throughout her career, Abi has held various senior marketing roles, including Chief Marketing Officer at Cignpost Diagnostics, where she created the success of the consumer brand ExpressTest, and Director of Customer, Brand & Marketing (CMO Equivalent) at British Airways. In these roles, Abi has demonstrated a strong ability to drive efficiency, commercial returns and improved brand equity through redefining customer the experience, and leading brand initiatives

Abi is also known for her work on high-profile projects such as the Tier 1 Olympic and Paralympic programme for British Airways and the "Don't Fly" campaign, which received multiple awards and involved athlete sponsorships and an internal volunteer initiative for 300 colleagues.

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Welcome to another episode of "BeenThereDoneThat WhereNext?" - a series by BeenThereDoneThat, where our host and co-founder, David Alberts, delves into conversations with industry experts.

In this mini-series, 'International Women's Month: Where Next?', David is joined by Tess Resman, Digital and Brand Marketing Consultant at PepsiCo.

In this episode, they sit down with Lori Tauber Marcus, Co-Founder of the Band of Sisters, for the fourth release of our mini-series. Lori shares her thoughts on why the Jack Welch style management model still dominates Corporate America, and why we aren’t moving fast enough to embrace a more feminine mindset despite clear evidence of its benefits. She mentions how we’ve all heard the cry, ‘there’s never been a better time to be a woman invited into a boardroom,’ but the data tells a different story.

In each episode of this series, David poses three questions to his guests:

1. What’s the biggest challenge women are facing today?
2. In an ideal world, where do you imagine this could go?
3. What’s the first step you would take to get us to where we need to be and which woman would you nominate to help get us there?

Welcome to another episode of "BeenThereDoneThat WhereNext?" - a series by BeenThereDoneThat, where our host and co-founder, David Alberts, delves into conversations with industry experts.

In this episode, 'The ‘Say do Gap’ and the challenges that face the drive for Sustainable Fashion', David sits down with Gayle Harrison, CEO & Founder at UNTAGGED, Ex-Marketing Lead at Heineken.

Gayle was a long-term corporate marketer who left the industry to start UNTAGGED, a sustainable fashion resale platform. Gayle discusses the common belief that Gen X and Gen Alpha are the most vocal advocates for a greener future. However, she points out that you only have to look at social media feeds to find videos proudly showcasing the ability to buy 100 pieces of clothing for £100. This disparity between intentions and actions is what Gayle calls the ‘Say-Do Gap’, and she believes that it may take legislation to stop it.

In each episode of this series, David poses three questions to his guests:

1. What’s the biggest challenge you are facing today?
2. In an ideal world, where do you imagine this could go?
3. What’s the first step you would take to get us to where we need to be?

Welcome to another episode of "BeenThereDoneThat WhereNext?" - a series by BeenThereDoneThat, where our host and co-founder, David Alberts, delves into conversations with industry experts.

In this episode, 'Connecting the silos to turn purpose into growth', David sits down with James Williams, CMO & CEO, Ex-GM & VP at The Coca-Cola Company and Ex-CGO at Lasso Safe.

According to James, the biggest challenge for companies that want to create an authentic ESG strategy that translates into long-term growth is to break the corporate silo mentality and find like-minded people in every department to work together. He fundamentally believes that we have to put companies back together if we are going to put the world back together. And the person to do it is the CMO.

In each episode of this series, David poses three questions to his guests:

1. What’s the biggest challenge you are facing today?
2. In an ideal world, where do you imagine this could go?
3. What’s the first step you would take to get us to where we need to be?

Welcome to another episode of "BeenThereDoneThat WhereNext?" - a series by BeenThereDoneThat, where our host and co-founder, David Alberts, delves into conversations with industry experts.

In this episode, 'The story of a CMO who is trying to change an Industry.', David sits down with Patrik Hansson, EVP & CMO at Arla Foods.

Patrik has worked at Arla Foods for over 12 years in various Management and Commercial roles. He had a vision to not only change his company but change the entire dairy industry, turning it into what he calls Dairy 2.0: a more nutritious, sustainable business that brings goodness to the world for many generations. The first thing he did was return to marketing, and today, he is Executive Vice President and Global CMO of Arla Foods, turning his vision into reality.

In each episode of this series, David poses three questions to his guests:

1. What’s the biggest challenge you are facing today?
2. In an ideal world, where do you imagine this could go?
3. What’s the first step you would take to get us to where we need to be?

Welcome to another episode of "BeenThereDoneThat WhereNext?" - a series by BeenThereDoneThat, where our host and co-founder, David Alberts, delves into conversations with industry experts.

In this mini-series, 'International Women's Month: Where Next?', David is joined by Tess Resman, Digital and Brand Marketing Consultant at PepsiCo.

In this episode, they sit down with Angelique Bellmer Krembs, Co-Founder of the Band of Sisters, for the third release of our mini-series. Angelique discusses the million little things that contribute to gender bias in the workforce and how we can address them.

In each episode of this series, David poses three questions to his guests:

1. What’s the biggest challenge women are facing today?
2. In an ideal world, where do you imagine this could go?
3. What’s the first step you would take to get us to where we need to be and which woman would you nominate to help get us there?

Welcome to another episode of "BeenThereDoneThat WhereNext?" - a series by BeenThereDoneThat, where our host and co-founder, David Alberts, delves into conversations with industry experts.

In this mini-series, 'International Women's Month: Where Next?', David is joined by Tess Resman, Digital and Brand Marketing Consultant at PepsiCo.

In this episode, they sit down with Cie Nicholson, Co-Founder of the Band of Sisters, for the second release of our mini-series. According to Cie, it's the million small things that can make women feel like they are fighting against the elements in the workplace, but there's one big thing that could change everything: 'Awareness'.

In each episode of this series, David poses three questions to his guests:

1. What’s the biggest challenge women are facing today?
2. In an ideal world, where do you imagine this could go?
3. What’s the first step you would take to get us to where we need to be and which woman would you nominate to help get us there?

Welcome to another episode of "BeenThereDoneThat WhereNext?" - a series by BeenThereDoneThat, where our host and co-founder, David Alberts, delves into conversations with industry experts.

In this episode, 'Tell your CMO to take a hike.', David sits down with Suzy Deering, Senior Advisor at McKinsey & Company, Board Member at Western Union and PODS, Ex-Global CMO at eBay.

Serial CMO, Suzy, believes that the first, second, and third steps any marketer must take if they truly want to have an impact on an organisation are to walk the internal corridors and understand the needs of their internal customers.

In each episode of this series, David poses three questions to his guests:

1. What’s the biggest challenge you are facing today?
2. In an ideal world, where do you imagine this could go?
3. What’s the first step you would take to get us to where we need to be?

Welcome to another episode of "BeenThereDoneThat WhereNext?" - a series by BeenThereDoneThat, where our host and co-founder, David Alberts, delves into conversations with industry experts.

In this mini-series, 'International Women's Month: Where Next?', David is joined by Tess Resman, Digital and Brand Marketing Consultant at PepsiCo.

In this episode, they sit down with Katie Lacey for the first release of our mini-series with The Band of Sisters. Katie discusses how in an Industry that has seen a lot of change over recent years, one thing has not changed fast enough: women's role in the workplace.

In each episode of this series, David poses three questions to his guests:

1. What’s the biggest challenge women are facing today?
2. In an ideal world, where do you imagine this could go?
3. What’s the first step you would take to get us to where we need to be and which woman would you nominate to help get us there?

Session details

Friday, February 23rd, 2024 | On Demand - Virtual

In this session the panel discusses the importance of brands being a part of culture and the challenges and misunderstandings that come with it. They define culture as both the intellectual product of a society and the beliefs, behaviors, and norms that shape how we do things.

The panelists emphasize the need for brands to understand the conversations they have the right to be a part of and to start with their target audience. They also discuss the changing nature of culture in the digital age and the role of brands in connecting consumers with each other.

The conversation explores the importance of brands being part of cultural conversations and how to unlock cultural insights.

Examples are shared of successful initiatives in black hair care and Coca-Cola's engagement with young people. The launch of the Black Information Network is highlighted as a critical commitment to reporting on black news from a black perspective and the importance of investing in cultural analytics and the power of audio and radio in brand communication are discussed.

Don't miss out on this discussion that transcends traditional marketing approaches and paves the way for a new era of brand-culture integration.
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What you can expect to take away from the session

Key Takeaways:

1. Cultural Conversations: Learn why brands should aim to be part of cultural conversations and how this shift from control to contribution can reshape brand narratives.
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2. Unlocking Insights: Discover the power of unlocking cultural insights and leveraging them to create initiatives that resonate deeply with specific communities.
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3. Meaningful Contributions: Explore the various ways brands can contribute to culture, whether through genuine societal contributions or by providing enjoyable experiences.
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4. Cultural Analytics: Understand the importance of investing in cultural analytics and staying abreast of emerging cultural trends to ensure brand relevance and resonance.
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5. Audio Engagement: Explore the unique opportunities that audio and radio present for brands to engage with audiences actively and foster meaningful participation in cultural discourse.

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Speakers

Tom Donohue

Moderator

Head of Strategy (US) at BeenThereDoneThat

Tom is a multi-disciplinary strategist, with a nose for the cultural insights and tailwinds that create a competitive advantage for our clients.
He spearheads our innovation and brand building functions, and has been developing our Culture Compass offering that helps clients navigate a changed world and find their role in the cultural conversation.

Kim Harris

Panelist

SVP Executive Strategy Director at McCann NY

Kim is a creative visionary and strategic pragmatist, with over 20 years of experience solving complex communications challenges, across channels, at every stage of the brand planning process. Her work combines the best of classic account planning, acute cultural savvy, and a keen business sense, to create actionable strategies that inspire creatives, clients and consumers.

She is a specialist in ethnic and youth marketing, dynamic qualitative research design/facilitation, insight and cultural trend analysis, marketing and social strategy and context planning

Rahul Sabnis

Panelist

EVP, Chief Creative Officer - iHeartMedia

In his role, Rahul is tasked with inspiring creativity to every aspect of the company, helping brands connect with the vast portfolio of assets iHeartMedia has to offer.

Prior to joining iHeart, Rahul helped his agencies earn a spot on the Ad Age Agency A-List five of eight years. He has won “Best of Show” for OMMA, and an Effie in the highly contested package goods category. His work has been recognized over 20 times by the Cannes Lions, Webby, W3 and IMA Awards including a showing at the iconic Sundance Film Festival. And recently extended a decade of iHeart audio excellence at the Radio Mercury Awards by winning four times.

Rahul has judged the Clios, the Art Directors Club, the ANA Multicultural Excellence Awards and the Addys. He is a member of the Advisory Council of the Radio Mercury Awards and volunteers his time with multiple universities to encourage the next generation to choose the industry he loves.

Caroline Collinson-Jones

Panelist

Strategic Consultant and Member of the BeenThereDoneThat Expert Network

Caroline is an independent strategist with 17+ years of experience working with some of the world’s most recognisable brands and cultural institutions, from Coca-Cola, to Tate, IKEA, John Lewis, and Diageo. Most recently, Caroline was the Chief Strategy Officer for Virtue Worldwide, the agency powered by VICE. Prior to that she worked at some of London’s best creative agencies, including: Fallon, adam&eve, Wieden + Kennedy, Sunshine and BETC.

Caroline takes a culture-first approach to her work: panning back to see the brand and business in today’s context; understanding the forces shaping audiences and categories; and using that to transform brands. She loves working across different countries, cultures and challenges. Caroline operates as a strategic satellite that can plug in at different levels: At C-level with internal stakeholders; with marketing teams; with in-house agencies; with creative agencies; with collectives; with inter-agency working groups.

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