Innovations and Thought Leaders (Day 2) Adobe Summit EMEA 2015
Those of you who read last week’s blog post will recall that the mission I was given with regards the Innovations & Thought Leaders Track at Summit was to pull together a group of individuals that will inspire the audience and provide leadership insights and strategies.
I also shared the details of the speakers and sessions that will feature on Day 1 including the likes of Andi Gall (CTO of Red Bull), Jez Frampton (Group CEO of Interbrand) and Brian Solis.
I am delighted to present to you below a summary of what we have planned for Day 2:****
2 years ago, Ajaz Ahmed delivered a hugely popular keynote alongside his co-author, Stefan Olander, VP of Digital Sport for Nike on the topic of Velocity. I am delighted to welcome Ajaz back to Summit to coincide with the planned release of his latest book in October. This session will focus on his belief that teams and organisations should focus on six specific strengths in order to achieve success and make a consistent contribution to society. Thus, businesses should Democratise; Revolutionise; Organise; Simplify; and focus on Authorship and Values.
Empathy is perhaps a quality not most readily associated with the corporate world. Companies often believe that they don’t really benefit from empathy, that the quality will not pay off in terms of profit, and that indeed the notion is fluffy and nebulous. Yet in today’s ethics-driven society, empathy and social conscience are increasingly being demanded from brands.
Lucie Sarif, Head of Strategy and Planning at Lady Geek, will explore this concept in a visionary talk which underlines the commercial value of empathy for commercial enterprises, and provides examples and exclamation of how to embed this within every level of your business culture.
If you’re interested in this session I would recommend reading: Quick Chat: Lucie Sarif, Head Of Strategy And Planning, Lady Geek on CMO.com.
Connectivity is an absolute buzzword in digital marketing today, and one that cuts across numerous industries and facets of human behaviour. As increasing numbers of people become digitally connected there is an onus on marketers to embrace a more humanised experience. In this sort of culture, attention is the new currency measured by time and engagement.
Building on these concepts, David Shing, the Digital Prophet at AOL, examines how contemporary digital trends are affecting consumer behaviour, and offers his prophecy on what may be next on the digital journey roadmap which customers all over the world are journeying on. This will be a particularly interesting and valuable session for innovators and thought leaders within organisations.
Justin Coghlan, one of the Founders of the Movember Foundation, delivered what was arguably the most inspiring and definitely the most emotive keynote at Summit 2014. I am thrilled to welcome him back this year in a session which examines the importance of storytelling in modern commerce and marketing. Coghlan will particularly draw upon examples and experiences that he has encountered in the process of building a movement spanning 21 countries that has mobilised 4.7 million participants. Not only is this a significant achievement, but the Movember Foundation specifically challenges attitudes and behaviour towards men’s health, and has raised nearly £1/2 billion for the cause in the process.
Dr. Clare Turnbull, Team Leader in Predisposition and Translational Genetics at The Institute of Cancer Research, will join Coghlan on stage for this session. Turnbull has been instrumental in a breakthrough in the investigation of the genetics of testicular cancer. Her aspect of this session will examine the challenges that scientific and technological pioneers face in attempting to engage important audiences in groundbreaking medical work.
Despite the threat posed by streaming and on demand services, television undoubtedly remains a hugely important medium. But the way that we consume television in the 21st century is rapidly evolving, and it is now particularly common to pass comment via social media in particular. Whereas once upon a time conversations were confined to a living-room or the water cooler, today we can be connecting with millions of people potentially watching the same program in a matter of seconds.
James Martin and Barney Worfolk-Smith of That Lot, the company that helps brand and broadcasters be better at social, will run this session that delves deeper into the concept of the ‘second screen’, and the enhanced TV experience it can provide. This discussion will particularly attempt to answer the question of how brands fit into this televisual future. Additionally, this session aims to demonstrate how brands can place themselves at the centre of such conversation, getting themselves heard more efficiently above the deafening din of social chatter.
The digital sector is a very complex and diverse structure, but one cannot deny that a handful of elite corporations exert a significant influence over it. Thus, the acronym GAFA was born, acknowledging the importance of Google, Amazon, Facebook and Apple in contemporary digital business.
This quartet of super-companies is forcing traditional brands to rethink the way they are doing business and how they are organised. Adapting to change and connecting with the digital revolution are now critical priorities for all businesses.
Emmanuel Vivier, co-founder of the HUB Institute and a Digital Transformation Expert, will present this session that will help digital marketers to understand the six key issues involved in this revolution and how brands can innovate to completely reinvent their businesses in this shifting climate.
Vivier will also reveal a concrete framework which enables businesses to make sense of the most important buzzwords, and adapt in an efficient and coherent way to changes in the digital landscape which will occur in the coming years.
This final session of the event will be presented by Dominic Field, Partner and Managing Director of the Boston Consulting Group (BCG). According to a survey recently carried out by BCG, the overwhelming majority of major UK marketers in fact struggle to acquire a satisfactory level of digital skills to work within particular brands.
In order to address this apparent skills gap and experience deficit, BCG has teamed up with Google and other major industry players including Adobe to create a new initiative. The ‘Talent Revolution’ is intended to assist commercial enterprises with the often challenging process of transforming digital marketing capabilities into a more holistic and effective approach.
This session will take an exclusive, insightful and intriguing look at this Talent Revolution, and outline some of the major insights which have been gleaned from the process of participation thus far. By the end of this session, participants will have an intimate understanding of a strong digital framework of skills, the importance of self-assessment and how to carry out, and the best and most efficient ways to close gaps in digital understanding within an organisation.
That brings me to the end of my preview of the Innovations Track. 18 sensational speakers across 16 inspiring sessions each to inspire and ignite innovation, creativity and business improvement. If you are attending Summit, I encourage you to register early for these sessions!
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