Som vi har sagt mange ganger før er det ingen annen bok i nyere tids markedsføringslitteratur som har fått så mange tilhengere i Norge enn bok nr 1 i samme serie; ”How brands grow part 1”. Vi synes det er litt stas at vi ved begge utgivelser har klart kunststykket å fly inn en travel hovedforfatter, respektive Jenni Romaniuk og Byron Sharp til Norge. Og ved begge anledninger bidrar vi til folkeopplysning i markedsføringsbransjen ved å gi boken gratis til alle deltagerne på DSAD.
I år bygger vi dagen konseptuelt rundt bokens tematikk. Det handler om vekst. Dette ønsker vi å belyse på forskjellige måter. Ed Rogers fra ”Been there done that” representerer et nettverk av kreative og strategiske stjerner som hver for seg har gjort alt før. I dag er de samme aktørene tilgjengelig i et myteomspunnet nettverk som jobber raskt og kanskje også rimeligere. For mange ensbetydende med raskere vekst.
Data er digitalt fuel. Og fuel må man ha for å skape vekst. Utfordringene er mange men det er avgjørende å kapitalisere på og eie egne data. Mannen bak disse ordene er Stefan Sommer som forteller Deutsche Telekom sin historie knyttet til nettopp dette.
Thomas Kolster er Mr Goodvertising. Ansvarlighet og en ”do good” holdning vil være avgjørende for både vekst og suksess fremover.
En som gjør dette i praksis er Vigga. Vigga Svendsen forteller selv historien hvor en sirkulær økonomi basert på gjenbruk av barneklær faktisk skaper vekst.
Relevant innhold er nødvendig for branding for growth og storytelling via det visuelle er kanskje viktigere enn noensinne. Jacqueline Bourke fra Getty Images forteller oss hvordan
At matematikk og i særdeleshet algoritmer har inntatt markedsføringsbransjen de senere år er udiskuterbart. Dette er verken nytt eller spesielt banebrytende. Faktum er likevel at troen på matematikken blant markedsførere aldri har vært større. Roger Antonsen har svarene.
På DSAD presenterer vi også smakebiter fra Den Store Annonsør Rapporten. Vi har også, nå helt på tampen funnet plass til en svært aktuell sak, nemlig lanseringen av Kygo Life. I tillegg deler vi ut prisen til Årets Foredragsholder, kåret av vel 2000 konferansedeltagere siste året. Med rundt 150 konkurrerende speakers henger denne prisen naturligvis veldig høyt.
09:00 - 09:50
09:50 - 10:20
Stefan, will show the challenges advertisers face today in terms of digital advertising.
He will outline how advertisers can approach these challenges by focusing on data ownership and monetize on their own data. Stefan left Deutsche Telekom in September. At DSAD he will show how DT approached in the last years to this challenge.
10:20 - 10:50
10:50 - 11:20
Advertising is being fundamentally challenged. Forward-thinking brands are turning away from empty sales pitches and snappy jokes to conversations about what matters to people and planet like water scarcity, unemployment and online privacy. In a radical transparent world there’s no room for self-serving brands. Through global examples Thomas will show how brands are turning challenges into success stories where profit
11:20 - 11:50
After producing one million pieces of CSR-friendly children’s clothing - VIGGA decided it was time to challenge the industry itself and the way we consume.
VIGGA is the founder of a circular economy business model in the textile industry. An alternative to the mindless throw-away society.
Lær og bli inspirert av et innovativt og spennende business case innenfor sirkulær økonomi
11:50 - 12:50
12:50 - 13:20
Matematikken har vært en del av markedsføringsfaget helt siden starten. Men aldri har troen på at matematiske formler skal kunne løse alle våre markedsføringsutfordringer vært større. Vi omgis av algoritmer, modeller, datasett osv. overalt. Hvilken rolle har matematikken spilt, hvilken rolle spiller den nå og hvilken rolle vi matematikken ha i fremtidens markedsføring?
13:20 - 13:45
De viktigste funnene fra årets rapport
13:45 - 14:00
14:00 - 14:05
14:05 - 14:35
14:35 - 15:05
In a world dominated by new models such as AirBnB and Uber why does our industry still look very much like the days dominated by Don Draper. Ed Rogers discusses the new Marketing F-Words (delivering faster, fresher and at a fraction of a cost) how lead thinking is more important than having a lead agency and how Curation is becoming more important than Creation.
BeenThereDoneThat, is a global community of over 100 of the very best creative, strategic thinkers in the world. They have a new model that means clients can access the very best brains in the business as and when they need them. They develop thinking within a week at a fraction of the cost of an agency and have had a lot of success working with a range of clients from multi-nationals to start-ups, on everything from brand positioning to defining a brand purpose.
15:05 - 15:35
We’re living in a visual world where, some would argue, imagery is the most spoken language of our time. Never before have images been more important in brand storytelling -- images trigger emotion and, when used in the context of marketing, emotion is then closely associated with your brand.
15:35 - 15:45
As Senior Manager of Creative Insights & Planning at Getty Images and iStock, Jacqueline travels the world identifiying and communicating key emerging visual and social trends that better connect customers to brands. Using Getty Images’ unique access to customer buying patterns and invaluable client feedback from around the globe, Jacqueline has a unique insight into how images work in communications, and the key factors in choosing powerful imagery for compelling presentations. A former Director of Art and Photography, Jacqueline is a media communications graduate with 16+ years’ experience working in academia, advertising and media.
Jenni Romaniuk - Biography "Professor Jenni Romaniuk is author of How Brands Grow Part 2, and Associate Director (International) at the Ehrenberg-Bass Institute - the world’s largest centre for research into Marketing. Jenni's research covers brand equity, mental availability, brand health metrics, advertising effectiveness, distinctive assets, word of mouth and the role of loyalty and growth. She developed the Distinctive Asset Grid; a tool to assess the strength and strategic potential of a brand’s distinctive assets, and is a pioneer in mental availability measurement and metrics. Jenni has worked with many the world’s biggest brands. Through her work at the Ehrenberg-Bass Institute and her new book How Brands Grow Part 2 (co-authored with Byron Sharp) she is taking marketers all over the world on a journey to smarter, evidence-based marketing.”
Forsker, forfatter, foreleser, formidler, logiker, matematiker, informatiker, oppfinner, sjonglør og førsteamanuensis ved Institutt for informatikk, Universitetet i Oslo.
Stefan studied Business Informatics and East Asian Studies at the Technical University Dresden. Since 2009 Stefan is doing his PhD at TU Dresden on the subject of pre-processing of data from social networks for sentiment analysis. In his professional career Stefan worked at the TU Dresden and headed a consulting team at T-Systems Multimedia Solutions, before in 2014 he joined the Deutsche Telekom in Bonn. At Deutsche Telekom he was responsible to build up the data-driven eco-system DT and was responsible for the Digital Analytics in Germany. Since September 2016 Stefan has been with Adform at Director Enterprise Integration and here his main responsibilities are the global onboarding and integration for enterprise customer as well as the partner management worldwide.
Thomas Kolster; Mr. Goodvertising, Author, Speaker, Critic Thomas Kolster is an adman on a mission. Counting more than 15 years of agency experience his belief is that the communication industry has a pivotal role to play in promoting a more sustainable mindset and behaviour, and that by making advertising better we can make the world better. His book “Goodvertising” is the most comprehensive book to date exploring communication for good. The Huffington Post recently dubbed him “Inspirational Leader”. He’s an experienced keynote speaker featured at events such as SXSW, Eurobest, ad:tech & Sustainable Brands, a columnist for the Guardian and several other publications and a regular judge at international award shows. At the Goodvertising Agency, he’s helping companies, non-profits and agencies understand this new reality while launching world-bettering initiatives himself such as WhereGoodGrows & Cph:Change.
Vigga Svensson is a prominent entrepreneur, who has spent the last 12 years on developing business models that foster sustainable consumption. Vigga has a firm belief that sustainability no longer entails compromises on price and quality, and is dedicating her career to spreading this message across the world. In 2015 she co-founded the world’s first circular subscription service for organic kid’s wear, VIGGA. In her presentation she will share the idea behind the innovative concept and the experiences after 15 months on the market.
Arbinsgate 2, 0253 Oslo ,
Org nr 971 435 798, Telefon: +47 99 33 20 00, E-post: anfo@anfo.no