The Economist: Big Rethink 2014

The Economist: Big Rethink 2014

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Marketing gets personal: harnessing data is key to bringing brands into the conversation.

Over 150 senior marketers gathered in London to discuss how technology, mobility and social media are changing their industry for the better. Delegates at The Big Rethink, The Economist’s flagship marketing event and sponsored this year by Siegal and Gale and Sitecore were encouraged by leading experts to rethink their approach to brand marketing in order to make their organisations relevant to an increasingly social audience.

Creating a personalised and relevant experience for consumers – through tailored offers, purchase suggestions, site recommendations – is increasingly seen as a priority for organisations, allowing marketers to make their brands part of the cultural conversation and drive business growth. Delegates also discussed the latest developments in data analytics, mobile technology and social media during the day of the high-level discussion.

Lane Greene, Business Correspondent, The Economist commented: “Personalised marketing is becoming increasingly important for brands and for businesses. To the extent even that those who fail to adopt risk falling behind the curve and losing out to their competitors. While it’s by no means a ‘silver bullet’, striking the right balance between insight and privacy can be a powerful tool for marketers.”

Simon Etherington, Managing Director, Sitecore UK, a global leader in customer experience management, said: “Advances in mobile technology and data analytics allows businesses to access more and more data about their customer. The challenge then becomes turning that data into meaningful insight, which enables actual business growth.”
Speakers at The Big Rethink 2014 included:

Event Chair: Lane Greene, Business Correspondent, The Economist
Tom LaForge, Global Director of Human and Cultural Insights, The Coca-Cola Company
Jaime Robinson, Vice-president, Executive Creative Director, Pereira & O’Dell
Matt Atkinson, Chief Marketing Officer, Tesco
Bruce Daisley, Managing Director, Twitter UK
Simon Etherington, Managing Director, Sitecore UK
Thomas Mueller, Chief Experience Officer, Siegel+Gale
Ed Pilkington, Marketing and Innovation Director, Diageo Western Europe
Andrew Warner, Senior Marketing Director, EMEA, Expedia
Tom Standage, Digital Editor, The Economist
Bjorn Timelin, Partner, McKinsey & Company
Tamar Kasriel, Managing Director, Futureal
Shira Feuer, Head of Social Media EMEA, The Walt Disney Company
Amanda Mackenzie, Chief Marketing and Communications Officer, Aviva
Moray MacLennan, Worldwide Chief Executive Officer, M&C Saatchi
Laura Jordan-Bambach, Creative Partner, Mr President
Mr. Bingo, Illustrator and animator
Chris Maples, UK Managing Director, Spotify
Rob Reason, Founder, HiddenCity

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