Tuesday 1st December saw many Cognifiders joined by clients and the wider WPP family for a day of thought leadership and future gazing as the WPP Adobe Alliance hosted Marketing Reimagined.
The fabulous Soho Hotel provided the Christmas setting, bedecked with a feast of garlands and baubles to enhance its already stunning and colourful décor. Surrounded by festive luxe we were treated to an inspiring line up of speakers and panel discussions.
Phil Adcock of Ford UK kicked off proceedings as he talked us through the car company’s integration solution to their digital challenge. Driven by the ambition to increase favourability by delivering digital experiences that people will love, Ford realised that their organisation was more of a bottleneck than the technology.
A restructure, bringing together marketing and IT, has meant that Ford are now able to deliver a connected customer journey from desktop to mobile to showroom. We were deeply impressed with their leading edge technology that enables consumers to 3D model a car in the dealership.
Kate Kenyon Cognifide’s resident content architecture expert was very much in demand for conversation after her thought-provoking session on content modelling. She talked through the importance of knowing when and how to use data to engage on a personal level, reminding us that content is an asset to be used, not an end in itself.
We were joined by WPP Digital’s CEO, Mark Read, who talked about the changing shape of WPP in the digital age. He set the scene for some collective future thinking, encouraging us to picture a world in which sensors, virtual reality, IoT and artificial intelligence were an accepted norm.
Other highlights included Phillip Jenkins of recruitment specialist, Robert Walters, reflecting on some of the issues that the industry currently faces around the huge demand and relative shortage of digital talent.
Then Adobe’s Mark Zablan took to the stage with his fabulous, Tweet-a-minute talk on Marketing Reimagined. He shared truly thought-provoking statistics from Adobe’s Roadblock survey.
Did you know that whilst 76% of marketers say that marketing has changed more in the last 2 years than in the previous 50, only 48% (yes, less than half) feel ‘highly proficient’ in digital marketing.
He stressed that success in marketing today lies in a perfect combination of content and data (ergo, of art and science). He also made one thing very clear in the race towards the holy grail of perfectly targeted, executed and relevant personalisation – “they key to personalisation is going to be the value that the customer gets back”. Lest we should forget.
Rounding up the day, Cognifide’s Ray Kane chaired a panel of our speakers, joined by Miro Walker and Wunderman’s Mel Edwards. Lots of questions posed, lots of food for thought but for me, the sound bite of the day goes to @mrzablan for this:
The customer experience is now the brand and the product is now the website
Thank you for joining us friends and colleagues – a great day, we hope, was had by all.
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