The Big Rethink US

The Big Rethink US
The entrepreneurial CMO
March 5, 2015
New York
To win at marketing today requires the mentality of a lean start-up, flexible organisational
structures and a keen understanding of cutting-edge technology.
Enter the age of the “entrepreneurial CMO”—a new generation of marketing professionals, known
for their speed, agility and the ability to scale on a tight budget. This breed of leaders sees trends
emerging from around the corner and leverages them to engage customers in innovative and
powerful ways.
This year’s Big Rethink features the most entrepreneurial chief marketing officers from Fortune
1000 companies and innovative startups, as well as visionaries and practitioners from the world’s
leading advertising and marketing agencies, to explore ways entrepreneurial CMOs are leveraging
social, economic and technological upheavals to reinvent marketing for a new age.
Chaired by US technology correspondent Martin Giles, The Big Rethink presents global insights
from The Economist and The Economist Intelligence Unit in the form of interactive conversations,
curated strategy sessions, and actionable insights that engage an influential community of senior
marketing professionals, thought leaders, innovators, and entrepreneurs.
As social technologies evolve, customer engagement takes on ever-greater importance. As a result,
the job of a CMO is expanding more than ever before. CMOs who behave like fast-moving
entrepreneurs—combining scientific precision with artistic passion, marshaling financial and
technological resources from diverse places, leading global teams and exploiting new technologies
to drive growth—will win.
At The Big Rethink 2015, join Economist editors and special guests from sectors such as retail,
manufacturing, technology, financial services, and beyond to hear front-line stories, ideas, and
tactics from the world’s leading entrepreneurial CMOs.
Chairpersons
Martin Giles, US Technology Correspondent, The Economist
Alexandra Suich, Media Editor, The Economist
Confirmed Speakers
5
Miles Young, Worldwide chairman and chief executive, Ogilvy & Mather
Karen H. Quintos, Chief marketing officer, Dell
Penny Baldwin, Chief marketing officer, Intel Security
Ann Mukherjee, President, Global Snacks, PepsiCo Global Insights
Chris Hummel, Chief marketing officer, Schneider Electric
Penry Price, Vice-president of global sales, Marketing Solutions, LinkedIn
Cat Lincoln, Co-founder and chief executive, Clever Girls
Danielle Lee, Vice-president, Commercial Marketing, Vevo
Brian Wieser, Senior analyst, Pivotal Research Group
Andy Hobsbawm, Founder and chief marketing officer, EVRYTHNG
Matt Van Dalsem, Director, Global Media Planning, Blackrock
Raghu Krishnamoorthy, Chief learning officer, GE
Greg Stuart, Chief executive, Mobile Marketing Association
Programme
8.30 am
Registration and refreshments
9.00 am
Opening remarks
Martin Giles, US technology correspondent, The Economist
9.05 am
Market conditions: Global trends that no one is talking about
What economic forces are changing the world of marketing? What are the new
patterns of consumerism? Where are the new centers of supply and demand? What
technologies are poised to have the greatest impact on the way businesses market
their products and services? Futurists and global marketing experts present the
next wave of business trends through the lens of marketing.
Brian Wieser, Senior analyst, Pivotal Research Group
Chris Hummel, Chief marketing officer, Schneider Electric
9.50 am
Lean machine: Masters of modern marketing
With the rise of social media, heightened consumer demands and ever-shifting
business priorities, many CMOs have restructured their organisations to operate
within new economic models—and applied new metrics to measure success and
failure. What are the surprising benefits of frugal marketing? Hear stories from
creative marketers who have catapulted their brands and driven fast growth—and
saved money at the same time.
Karen H. Quintos, Chief marketing officer, Dell
Penry Price, Vice-president, global sales, Marketing Solutions, LinkedIn
10.30 am
Networking break
11.00 am
Problems to be solved
A series of short interviews with CXOs about working with CMOs to create
entrepreneurial organisations
Raghu Krishnamoorthy, Chief learning officer, GE
11.20 am
Invisible talent: How to build nimble marketing teams
The speed of technological change requires CMOs to keep a talented stable of
contract employees at the ready—to quickly seize unforeseen opportunities and
marshal diverse layers of intellectual capital in real time. What insights can help
the next generation of entrepreneurial marketers create more flexible teams? How
do senior leaders strike an intelligent balance between hiring experienced
managers, digital natives and creative freelancers? This session goes inside the
new marketing organisation.
Danielle Lee, Vice President, Commercial Marketing, Vevo
Cat Lincoln, Co-founder and chief executive, Clever Girls
12.00 pm
Multi platform: Marketing on the Internet of things
The rapid expansion of mobile and connected devices will forever change
marketing by exponentially increasing the places where marketers and advertisers
can reach consumers. What are the opportunities and challenges to this flood of
new platforms and channels—and how can CMOs keep up with the daily device
revolution?
Penny Baldwin, Chief marketing officer, Intel Security
Andy Hobsbawm, Founder and chief marketing officer, EVRYTHNG
12.40 pm
Lunch
2.00 pm
An Economist debate:
Proposition: Technology makes you less creative
As companies replace traditional marketers with algorithms, are we losing the
creative sparks that enable brands to surprise and delight? Join this signature
Oxford-style debate and discover whether there is a future for techno-creativity.
3.00 pm
Track 1: Strategy sessions
A series of workshops on the most important trends that define the future of
marketing
Archetypes: Understanding twenty-first century customers
A fundamental tension has emerged in marketing departments at big and small
companies—how aggressively should brands chase specific customers vs. the
large-scale advertising that creates broad awareness and influences human
consciousness.
Truth in ‘sadvertising’: The next wave of social good marketing
New research shows that companies benefit from articulating clear societal
purpose. Hear arguments for and against social good and “movement marketing”
from pioneers and practitioners.
Data envy: The best tools for collecting high-quality customer information
Join the ad tech industry’s most cutting edge hardware and software engineers
who are reinventing marketing for the age of big data.
Feedback loop: How marketers drive product innovation
As marketers continue to gain prominence in the C-Suite, they are also becoming
more permanent fixtures in the research and development and product innovation
spheres. This is because marketers now, more than ever, hold the keys to the data
about what consumers want. Hear stories from the marketers who transcend
boundaries and inform the future of their company’s products and services.
3.00 pm
Track 2: The big pivot: A CMO mobile roundtable
What happens when a large company wants to go mobile-first? How do CMOs react
to the design, development, and execution of a mobile strategy with new resources
and new metrics? In this special rotating interview in partnership with the Mobile
Marketing Association we hear from leading CMOs who have reinvented their
marketing organisations to master mobile—and learned a few things along the
way.
Greg Stuart, Chief executive, Mobile Marketing Association
4.30 pm
Venture capital: Why marketing is not like sex
Marketing executives from companies with super-sized advertising budgets decide
whether they should still pay for marketing in ten years.
Ann Mukherjee, President, Global Snacks, PepsiCo Global Insights
Matt Van Dalsem, Director, Global Media Planning, Blackrock
5.15 pm
Global scale
Closing keynote interview on the future of marketing around the world
Miles Young, Worldwide chairman and chief executive, Ogilvy & Mather
5.35 pm
Closing remarks
5.45 pm
Networking reception