Never one to shy away from bold promotion, Burger King UK turned up the heat on the fast food industry in September 2019 when it announced that it would not only stop giving away toys with its kids’ meals, but also melt down plastic meal toys for good (even those of its competitors). The resulting ‘Meltdown’ campaign garnered significant media attention with 8 billion impressions, saved 320 tonnes of plastic going to landfills and – most importantly – prompted similar sustainability efforts amongst the competition.
Join Jones Knowles Ritchie’s Managing Director, Jonny Spindler, and Burger King UK’s Marketing Director, Katie Evans, for a fireside chat about how to lead radical change within an established industry, develop a resonate purpose campaign, and contribute to new, more sustainable solutions long-term.
Managing Director, Jones Knowles Ritchie
The threat DTC brands pose to legacy brands has been one of the hottest topics over the past 12 months. However, whilst dealing with disruption is high on everyone’s agenda, few multinationals are succeeding at becoming more disruptive and seeing off the threat from newcomers because they falsely believe challengers can only be start-ups and can’t see the way forward to being more challenger. They need a roadmap to being more challenger, which is what this session will provide.
Drawing on insights from Overthrow II (co-authored by PHD and eatbigfish), Malcolm Devoy, Chief Strategy Officer at PHD EMEA and a panel of new breed challengers will show how businesses of all sizes and guises can tap into the largely untapped superpower of being a challenger to get ahead of current – and future – competitors.
Humans are complex and mysterious creatures. Why do they act the way they do? Which factors impact their behaviour? For marketers to be able to make the right decisions and uncover the reasons behind consumer behaviour, behavioural science data is vital. Once this input has been collected, the question is: how do we tap into relevant research and steer the consumer into the direction we want them to go?
Oscar Hamming, founder & managing director of The Odd Shop, has always been fascinated by the ‘how’ and ‘why’ behind human behaviour. By creating creative campaigns that start with a bang and then go on to lead a life of their own, he has developed the concept of persuasive creativity. Inspired by and based upon behavioural science and cultivated through creativity, Oscar knows how to translate behavioural data into a call to action. In his talk, he will shed light on how to employ the power of persuasive creativity to reach purpose-driven as well as commercial goals.
Founder and Managing Director, The Odd Shop
Join us to celebrate some of the greatest icons across film, music, automotive and fashion. Each day we’ll be shining a spotlight on some of the most iconic brands and people that have helped shape culture.
With media spend accounting for 90 percent of a brand’s advertising budget – a lot of which has inadvertently funded fake news scandals, ad fraud and hate speech – shouldn’t marketers now move to act as conscious consumers, choiceful in how and where they place their media spend? What if they could even spend those dollars in a way that is not just neutral, but actually adds positive impact in the world?
Global Assistant Brand Manager, Unilever
Purpose can serve as a north star, guiding business and inspiring people, but it’s not enough to have an ethos and point of view. Brands have to deliver on a stated purpose—and that starts from the inside, with the employees. Join Harry’s in conversation with a panel of experts to discuss the importance of purpose integration within the culture of the workplace.
According to research from Creative Equals 12% of women plan to leave the creative industry within the next two years. While diversity has rightly risen up the creative and business agenda the uncomfortable truth remains that women, and men, are leaving the industry because of overwhelm. This panel will ask why.
360xec’s new global research project – Future Fit - has consulted CEOs, CMOs and HRDs of many of the world’s largest brands, tech companies and media businesses about the future of work. In this session, 360xec Founder Steve Hyde will explore the impact that business models centred on data will have on the way we will work and the future talent companies will need with two industry leaders.
Chief People Officer, Virgin Media
Brand Communications & Marketing Director, Aviva