Brand & Audience Engagement Masterclass

By Invitation Only

#BEMLeeds

Where: Elmwood Leeds, LS11 5WD // When: Tuesday 14 July 2015

9.30am-12.30pm // *Registration between 9.00am-9.30am*

The masterclass aims to provide delegates with a unique

‘Brand’ learning experience, with five leading industry

experts sharing powerful insight and strategic thinking

on brand and audience engagement.

Brand & Audience Engagement Masterclass #BEMLeeds

In partnership with:

Venue Partner

www.elmwood.com

The Consumption and Experiential

Marketing Knowledge Platform

http://www.liv.ac.uk/

WRG

www.wrglive.com

Creative Design Partner

www.pixelpusher2000.com

Igniyte

www.igniyte.co.uk

Wolfstar

www.wolfstarconsultancy.com

Associate Sponsor

www.networkmarketingjobs.com

Jaywing

www.jaywing.com

Stashmetrics

www.stashmetrics.com

www.pixelpusher2000.comPixelpusher2000

Who’s Attending?

• Head of Marketing Operations, O2 • VP Global Brand Strategy, Arla Foods • Marketing Director, Taylors of Harrogate • Marketing Director, Joe Browns • Head of Community & Social Media Marketing, Premier Farnell • Consumer Insight Manager, Asda • Head of Customer Knowledge & Insight, TD Direct • Senior Manager, Online Content & Brand Communications, TD Direct Investing (Europe) • Professor of Marketing, University of Liverpool • Head of Marketing, Wage Day Advance • Senior Manager - Brand Operations, Lloyds Banking Group • Marketing & Communications Director, Capita • Brand & Social Media Manager, Superbreak • Digital Marketing Manager, Irwin Mitchell • Digital Content Coordinator, Pure Collection • Brand Manager, Warburtons • Marketing Manager, Hermes UK • Senior Marketing Manager - Customer Retention & Engagement, Satsuma Loans • Brand Activation Manager, Bettys & Taylors of Harrogate • Communications Manager, Xerox • Social & PR Manager, Pets Choice • Head of Marketing, Pets Choice • UK Marketing Manager, Smoothwall • Retail Development Area Manager, Warburtons • Digital Marketing Campaign Manager, Provident • Director of Media, KC (KCOM Group) • Marketing Manager, Yorkshire Water • Senior Marketing Manager - Global & Consumer Experience, Mamas & Papas • Customer Strategy & Planning Manager, Yorkshire Building Society • Media Relations Manager, Yorkshire Building Society • SEO & Content Manager, icelolly.com• eCommerce Manager, icelolly.com• Customer Marketing Manager, First Direct

The Death of Who: The Birth of Me Dan Monteith, Global Provocation Director – Brand& Tim Leonard, Brand Provocator at Elmwood

We are living in a period of unparalleled change, in a world of where barriers are being torn down, traditional roles are being challenged and people are no longer defined by age, gender or location – welcome to the post demographic era.Elmwood will take a look at the changing face of demographics and how smart brands are responding and rethinking the very meaning of targeting.

Trust me – I’m a brandCarol Smith, Director of Brand Engagement at WRG

In this session we will be sharing why trust today should continue to be at the top of the brand engagement agenda and how it – or perceptions of it – has evolved. We’ll look at trends on who consumers trust first, how organisations can respond and the power of ‘Inside out’ branding.

The Dating Game: The importance of brand seduction in the age of information Nicola Carey, Head of Strategy & Planning at Jaywing

This session will take a closer look at why we have to stop seeing ‘head and heart’ and ‘maths and mad’ as conflicting forces. Nicola will examine why data optimisation and technology needs to work together with brand myths and storytelling  to ultimately drive customer value and profitability, and how as marketers, we can’t forget the things we learned about people’s relationships with brands in the ‘age of broadcast’ – as we move into the ‘age of information’.

Brand Protection Online: What every brand needs to know & how to react quickly to negative information Caroline Skipsey, Managing Partner at Igniyte

Over the past five years, all brands have been finding and engaging with their audiences on social media and wherever they’re gathered online to grow their presence. At the same time, Google and other search engines have developed their algorithms so that third-party websites, forums and press articles rank highly for brand names. Brands now face issues with these articles and sites ranking highly when they’re not always positive. In this session, Caroline will be discussing how to react quickly to negative content online and how to portray your brand positively.

The art of brand engagement and social listeningTim Sinclair, Managing Director at Wolfstar & Sam Oakley, Co-Founder at Stashmetrics

This session will examine and challenge the perceptions around ‘what is truly effective in brand engagement’ from a strategic and tactical position. If we assume that brand engagement is the process of providing branded communications and experiences that add value to consumers’ lives and that nourish relationships between them and the brand in all its guises – then we will be on our way.

In the second part of the session, Sam takes a look at how the way you listen to social media can affect the kind of engagement that happens around branded content. He will also examine the importance of context in social listening and how brands can apply some of these techniques to deliver more actionable measurement.

Expert Sessions

Speakers

Carol Smith,Director of Brand Engagement at WRG

Carol has a proven track record in delivering business growth and creating effective brand communications. She spent many years at TBWA working across key accounts including PZ Cussons, Henkel, AG Barr and Brother. She then moved to McCanns, introducing and leading accounts such as Vision Express, Cross Country Trains and Welcome to Yorkshire.

A wealth of leadership and communications experience gained across a wide range of sectors led her to become Head of Brand Communications at Cirrus where she led many brand engagement programmes for organisations such as HSBC, Shop Direct, Warburton’s and National Nuclear Labs.As Director of Brand Engagement at WRG her passion is employee engagement and her role involves supporting the client teams, to work with their clients to develop programmes that help increase engagement.

Dan Monteith, Global Provocation Director – Brandat Elmwood

Dan discovered the creative industry by accident, while studying for a law degree and writing copy for a friend’s agency in his spare time. His first accounts were Jaguar and Vauxhall Opel, followed by a move to pioneering London agency St Luke’s (vie Lowe) where he ran a multi-brand account for Interbrew.

After four years as a consultant on accounts such as P&G and Bosch, Dan moved to Scandinavia where he became the CSD of an independent ad agency, running the global Husqvarana account. He returned to the UK in 2

Tim Leonard, Brand Provocator at Elmwood

An Elmwood veteran and insight addict, my mission is to provoke clients and colleagues to think differently and help define creative solutions that drive commercial success. I support the wider Elmwood team to develop and define brand strategy and uncover the latest and hottest trends. I contribute to and participate in pitches, workshops, research and thrashes – all with a healthy dose of enthusiasm, energy and curiosity.

I have worked on some very effective jobs for clients such as P&G, Argos and Morrisons. Outside work I get my creative fix with technological gadgetry – current favourite is my connected home lightbulbs and my PS4. I’m a proud father of two boys.

Nicola CareyHead of Strategy & Planning at Jaywing

Nicola spearheads Strategy and Planning at Jaywing, working to drive customer understanding and develop effective brand and marketing strategies for Jaywing’s clients. A true strategist for the data driven age, Nicola has a real talent and love of translating data into insight for clients to inform both strategic and creative direction.

In addition to a wealth of brand, consultancy, planning and innovation experience gained with leading brands including first direct, E.ON, EE and Diageo, Nicola’s international experience spans consumer engagement and market research everywhere from America to Africa and Afghanistan. She was also recognised as one of The Drum’s Top 50 Under 30 in digital in 2014, which celebrates women who are trailblazing their way in the digital industry.

Sam OakleyCo-Founder at Stashmetrics

Sam comes from the PR industry where he has spent ten years working with brands to build and implement award-winning digital PR and comms strategies. He has spent the majority of his career at Wolfstar where he was a director prior to setting up StashMetrics with Wolfstar colleagues Tim Sinclair and Mike Houston.

Tim SinclairManaging Directorat Wolfstar

Formerly a Captain in the Duke of Wellington’s Regiment, Tim has more than 25 years’ experience in public relations including consumer, B2B, CSR, crisis and issues management, stakeholder relations and brand story telling. He established multiple award-winning integrated communications agency Sinclair Mason in 1986, working with clients including BT, Reebok, Dunlop, NHS, Hermes, Cadbury, Harvey Nichols, Silentnight, France Telecom and Visa, before selling the business to Huntsworth plc in 2005.

He established WOM UK, the UK’s Word of Mouth Marketing Association, acting as its chief executive for the first year of its operations, before leaving to found Wolfstar, the UK’s first specialist social media and public relations consultancy.

Caroline Skipsey, Managing Partner at Igniyte

Caroline is Managing Partner of Igniyte, playing a key role in establishing the company as a specialist in online reputation management. Caroline has 20 years of business, legal and financial experience within the media and digital marketing industries. Working with clients and their legal advisors to give support when they’re facing issues; Caroline helps companies deal with inappropriate, defamatory and unsubstantiated content online.

Caroline’s knowledge is sought by legal partners, brands and companies and as such, is a key industry spokesperson, regularly asked to speak at legal, marketing and PR conferences and events. Caroline is the author of A Guide to Managing Your Personal Information Online, and regularly features on leading publications and TV and radio stations across the country.

How to attend

If you’d like to attend or get involved as a partner,

please contact :

John McCambley, Event Producer

+44 (0)7796322894

johnmcc73@gmail.com

Further information can also be found on

www.johnmccambley.com/