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