LAST EDITION’S SCHEDULE

DAY 1

THE CONFERENCE

October 17th

08:00

Registration & Breakfast (Provided)

09:00

Seating & Intro

9:15
KEYNOTE: CAN BRANDS AFFECT POLITICS, AND SHOULD THEY?

PURPOSE

Catherine Addo, Strategy Director, USA

 

As brands continue to increase their reach and influence, the expectation that they voice their opinions on matters of societal importance is simultaneously growing. Communities of all shapes and sizes are looking to brands for support, and business leaders must now decide when the right moment to step in is.

09:45
THE ETHICS OF STORYTELLING MEETS COUNTRY BRANDING

MCCANN WORLDGROUP

Mariam Asmar, Planning Partner & Digital Lead, UK

 

Given its prominence in our lives and across our campaigns, storytelling has become an emblem of great branding in today’s tech-crazed world. It requires a level of forethought and authenticity that continues to challenge marketers around the world to be better, smarter, and more honest. And where do we need a similar attention to detail and creativity? In the promotion of our countries and their cultures. The ethics surrounding some of the best storytelling are not unlike those that can transform national leaders into global change-makers.

10:15
BRANDS DO NOT EXIST: UNCOVERING THE SOUL OF BRAND CULTURE

MARIE REIG

Marie Reig Florensa, Human Factor Catalyst, Germany

 

The collective experience that stems from art and community projects have proven to be some of the most effective modes of communication and human connection. The question remains: how can we translate this incredible power into company environments that better fit people’s need for creativity and playfulness? The freedom that we witness throughout various cultural experiences have much to teach us about what freedom of expression and well-organized spaces can do for our ability to create memorable brand experiences.

10:45

Coffee Break

11:15
HOW TO TAKE THE CORPORATE OUT OF SOCIAL RESPONSIBILITY

(EX) HEINEKEN

Anuraag Trikha, Former Global Director, The Netherlands

 

We have a strong stigma around CSR in Eastern Europe, being that many folks still assume anything that is done in the space is simultaneously masking some kind of alterior motive (we can thank Communism for that). This session will show you how to achieve your brand’s goals of social responsibility in creative and authentic ways, ways that can help you overcome the hurdle of public distrust and also the temptation of doing CSR just for the sake of a good PR story.

11:45
USING CREATIVE EXECUTION TO TAP INTO SUBCULTURES

THE CLEARING

Richard Buchanan, Managing Director & Founder, UK

 

Given the level of personalization expected by today’s consumer, how can you set up your creative culture to successfully build brand platforms and experiences that speak to those distinct audience nuances? We know that content is radically important, so – naturally – that also means that the strategy and structure behind how your creative team architects brand components and guides consumer interactions with their designs is just as crucial. This session is where you discover the best ways to speak to your customers, individually.

12:15

Lunch (Provided) & Networking

13:15
ANTICIPATING CULTURE & CREATING BEHAVIOR

IMA (INFLUENCER MARKETING AGENCY)

Anneke Schogt, CEO, The Netherlands

 

Aligning with cultural trends outside of your organization is key, but doing so requires that you learn to visualize the evolution of those trends and prepare for those shifts ahead of time. Better yet, you can generate the customer behavior that you want by using your brand to influence culture itself.

13:45
BRIDGING THE GAP BETWEEN PRODUCT INNOVATION AND CUSTOMER EXPECTATIONS

PHILIPS

Thomas Marzano, Global Head of Brand Experience, The Netherlands

 

The link that brand experience creates between product innovation and consumer culture is now clearer than ever. Branding not only plays a major role in the creation, design, and evolution of a product, but it also spawns the tailored experiences that a brand’s chosen audiences are looking for. Put simply, how you experience a brand through its products is directly connected to the subcultures that you belong to and for which you are targeted.

14:15
BUILDING BRANDS BY MERGING THE DISCIPLINES OF CREATIVITY AND DATA

DROGA5

Amy Avery, Chief Intelligence Officer, USA

 

Creativity and data have always been considered at odds with each other, but this session will show you that they’re most certainly not. In fact, their effectiveness is strongest when they are empowered to collaborate with each other and merge the imagination of one side with the insights of the other. Many a fantastic campaign have been successful because an organization’s ability to interconnect these two departments.

14:45

Coffee Break

15:15
WALKING THE TALK: ALIGNING YOUR EMPLOYEES BEHIND YOUR BRAND

ING

Nanne Bos, Head of Global Brand Management, The Netherlands

 

Whatever industry a company is in, its employees are its biggest competitive advantage. For this reason, engaging and aligning our employees to the company brand may be the single greatest priority to ensure business success. Yet despite this indisputable value many organisations have yet to discover the importance of internal branding. To build a strong and successful brand, your organization requires an inside-out approach that begins with nurturing high levels of employee engagement.

15:45
TAKING INTERNAL, EMPOWERING STEPS TOWARD BRAND LONGEVITY

MASSIVEMUSIC

Hans Brouwer, Founder & CEO, The Netherlands

 

Building an internal culture that lasts not only takes strong leadership, but also requires a consistent communication of values and an attractive view of the future. How can such a positive company environment be sustained over many years?

16:15

Closing & Thanks

16:45

Networking & Drinks (Provided)

18:00

Closing Time

22:00
DACI & DUTCH Party @ Si-Lounge

🎵 The inaugural, official party of REBELS AND RULERS, hosted in partnership with MassiveMusic 🎵

the workshops

DAY 2

THE WORKSHOPS

October 18th

Creativity - Room 1
09:00

Registration & Breakfast (Provided)

10:00

Seating & Intro

10:15
RECRUITING AND MANAGING THE BEST CREATIVE TEAMS

(EX) LANDOR

Stuart Sproule, Former President Americas, USA

 

Undeniably, employees are our greatest asset. And, for many of us, creative professionals are often the most difficult to effectively recruit, manage, and retain. Years of leading agency teams and collaborating with some of the best creatives in the business has informed the development of some simple, yet effective, creative staffing guidelines worth sharing. This session’s workshop format is intended to provide a highly interactive and engaging exchange. You will leave with advice for immediate application and positive results in building world-class creative teams.

11:15

Coffee & Networking

11:45
CULTURE BY CONTENT: ACTIONS SPEAK LOUDER THAN WORDS

HUGE

Richard Swain, Group Vice President, USA

 

Culture, mission, and values are absolutely necessary, but business leaders must also ensure that these are manifested clearly and coherently through their brands’ actions. There are numerous manners in which a brand’s culture can be portrayed to the outside world and, in this session, we go through some of our favorites.

12:45

Lunch (Provided)

13:45
THE BRAND OPERATING SYSTEM: BELIEF, PURPOSE, AND PROFIT IN A TRANSACTIONAL WORLD

NOVIO

Eric Solomon, Chief Marketing Officer, USA

 

Our world is full of noise, and the advertising industry is a big part of the problem. While much of the industry focus has been on tactical or executional aspects of communication (creative, PR, experiences), we have left behind the foundational, truly human, aspects of building and maintaining brands. Who are you, what you believe, and how you live it – inside your organization and outside of it – matters more now than it ever has before.

14:45

Coffee & Networking

15:15
CULTURE BY DESIGN: A LOOK INTO THE BRAND EXPERIENCE OF TOMORROW

GREY WING NEW YORK

Pepe Aguilar Guízar, President & CCO, USA

 

With their ever-changing behaviors and likes/dislikes, how do you build the user interactions and customer experiences that people want and need? Designing for culture, today’s desire for authenticity, and the abundant channels available is not an easy task – especially when you need to ensure that your brand’s persona remains intact. Luckily, we have someone that knows how to do just that and will teach you to achieve the same.

16:15

Networking & Drinks (Provided)

18:00

Closing Time

Technology - Room 2
09:00

Registration & Breakfast (Provided)

10:00

Seating & Intro

10:15
BUILDING COMMUNITY AROUND BLEEDING EDGE TECHNOLOGY

CAPGEMINI

Shade Vaughn, Chief Marketing Officer, USA

 

Excitement about the future is ever-present, but envisioning it and bringing it to life is an entirely different task. To do something truly innovative you need the buy-in and support of a many a stakeholder, all of different levels and experience. The question is how? How do you build the communities around emerging tech that it needs to truly take flight and transform your business?

11:15

Coffee & Networking

11:45
CULTURE BY DATA: QUANTIFIABLE METHODS FOR BUILDING A RELEVANT BRAND ACROSS MARKETS

GLOCALITIES

Martin Schiere, Marketing Strategy Lead, The Netherlands

 

What kind of cultural data can we pull to make the decisions most important to our brands? Our brand and marketing strategies should be built on relevant data that goes beyond the standard demographics we all know and love, and steps into the psychographics of our target audiences. At the end of the day, better data builds better work.

12:45

Lunch (Provided)

13:45
HOW [NOT] TO F**K UP YOUR REPUTATION

FUTUREFACTOR

Nick Bailey, Creative Partner & CEO, The Netherlands

 

Reputation management is a big deal and could very well make or break your brand. In this session, you’ll learn how to transform your employees into ambassadors and bring your purpose into the earned space by exploring several examples of brands that got it wrong – and unearthing how you can do it better.

14:45

Coffee & Networking

15:15
ESTABLISHING A PRESENCE AMONG THE GIANTS

UIPATH

Viorela Marcu, Employer Branding Leader EMEA, Romania

 

Do you consider yourself part of a successful team? For technology companies, it’s not always a given that branding and internal culture be part of the foundational business model. But that needs to change. The core values brought about by employer branding are key to the national and international growth of any company going up against the rapid-evolving competition that is the technology industry.

16:15

Networking & Drinks (Provided)

18:00

Closing Time

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