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The goal of the Futures Forum is to provoke debate about the opportunities and challenges presented both by the rapid evolution of new business and new delivery models and by the multitude of new ways of interacting with people in the digital world.
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19th June 2013Altitude 360, Millbank Tower, London
Capgemini Futures Forum The Digital Evolution of Marketing
the way we see itCapgemini Futures Forum
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Rick FreemanDirector of Business Innovation
Vice President at Capgemini Consulting
Welcome to our Futures Forum! The Futures Forum is a platform for industry leaders, technologists and others at the forefront of business and technology change to share insight and experience. The goal of the Futures Forum is to provoke debate about the opportunities and challenges presented both by the rapid evolution of new business and new service delivery models and by the multitude of new ways of interacting with people in the digital world. The new consumer has a high expectation of real-time personal services. Delivering on that expectation is the permanent challenge. Smart businesses are thinking strategically and long-term about technology to improve their relationships with customers. The shape of the digital future may be uncertain, but its arrival is unquestioned. Reaping the benefits and avoiding the pitfalls requires adopting a coherent and comprehensive approach to this future. The fundamental challenges that leaders face - from protecting the brand to sustaining growth and improving profitability - have not changed significantly over the past 10 years; they have just become more pressing…. Together with “The Marketer”, we are keen to explore the digital evolution of marketing and discover how to use digital to put customers physically at the heart of your business by understanding:
n How to draw insights from data and respond quicklyn How to optimise the digital customer experiencen How to leverage social median How to manage multiple channels To test these concepts, we will also have a series of interactive workshops with some of our digital technology partners, including Badgeville, Bazaarvoice, Salesforce and Teradata eCircle. I am also delighted to welcome several exciting and compelling speakers to this event. Greg Nugent, the London 2012 Brand, Marketing and Culture Director will explore the impact of digital on the London 2012 Olympic Games. Jeremy Caplin, CEO of Aprais will explain how to improve marketing’s accountability through digital insight. Thomas Brown, Head of Insights from the Chartered Institute of Marketing, will discuss how CMOs can now drive the growth agenda. I very much hope you enjoy the event, and I look forward to meeting you.
Rick FreemanDirector of Business InnovationVice President at Capgemini Consulting
Biography
Rick is a Senior Vice President at Capgemini Consulting,
where he has recently been appointed Director of
Business Innovation. His remit is to provide an advisory
service to Capgemini’s clients by exploring with them the
impact of the new digital capabilities on their business
models. Specifically, how the emerging digital capabilities
will impact both the front and back offices, creating new
opportunities for competitive advantage.
As Director of Business Innovation, Rick’s remit is to
‘read the signs of the times’ and provide Capgemini’s
clients with real cutting edge insight into the forces
that will shape and direct businesses within the next
3-5 years. Rick is an expert in spotting the key global
political, economic, social and technological trends and
translating them into usable business insight.
This new role follows the ground breaking work Rick
was previously engaged in as the Head of Capgemini’s
Financial Services practice. Over a two year period, from
a zero base, he successfully re-established Capgemini
as a major force in the UK FS marketplace. Prior to this,
Rick led the Finance & Employee Transformation (FET)
practice at Capgemini Consulting where he both doubled
the size of the practice to 140 heads and doubled the
profitability.
A psychologist by background, Rick’s specialism is in
the leadership of organisational transformation. Rick is
an expert in transformation and business innovation, with
excellent communication skills, personal presence and
flexible style. A highly accomplished leader, Rick has a
proven track record of selling and delivering programme
management and transformational change.
Contact
Agenda
8:30 – 9:00 Registration and breakfast
9:00 – 9:10 Welcome: Rick Freeman Director of Business Innovation, Vice President Capgemini Consulting
9:10 – 9:30 Speaker: Disruption, the CMO and the growth agenda Thomas Brown, Associate Director, Research and Insights, CIM
9:30 – 10:10 Workshop session 1: How do customers want to interact with us? Salesforce, Bazaarvoice, Capgemini
2x 20 mins Partners Round table discussions/ tradeshow
10:10 – 10:30 Coffee
10:30 – 11:00 Speaker: The evolving role of Marketing and the impact of Digital on it Jeremy Caplin, CEO at Aprais Ltd
11:00 – 11:40 Workshop session 2: Changing the way we interact with our customers Badgeville, Teradata eCircle, Capgemini
2x 20 mins Partners Round table discussions/ tradeshow
11:40 – 12:00 Keynote Speaker: The Digital Evolution & The Revolution To Come Greg Nugent, LOCOG brand, Marketing and Culture Director
12:00 – 12:30 Panel with Thomas Brown, Greg Nugent & Jeremy Caplin Moderated by Rick Freeman Director of Business Innovation, Vice President Capgemini Consulting
12:30 – 13:30 Lunch and networking
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Speakers
Greg NugentLOCOG brand, Marketing
and Culture Director
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Biography
Greg begun his marketing career at the Nationwide
Building Society and went on to hold senior marketing
roles at Weetabix and GlaxoSmithKline before joining
Eurostar in 2003.
His tenure at Eurostar was dotted with marketing
successes, playing a key part in the management team
that doubled the value and volume of the Eurostar
business between 2003 and 2008. Highlights include
Eurostar’s 2006 tie-up with blockbuster movie ‘The
Da Vinci Code’, which went on to win several global
awards for effectiveness and ‘Tread Lightly’, Eurostar’s
commitment to cut carbon dioxide emissions, which was
championed by Greg and launched in April 2007.
Having led the campaign behind Eurostar’s historic move
from Waterloo to St Pancras International in 2007, Greg
went on to commission Shane Meadows’ award winning
film ‘Somers Town’. Greg was Executive Producer of
the film and the film went on to win Best Actor awards
at Tribeca Film Festival along with Best Film and The
Michael Powel Award at the Edinburgh Film Festival. In
2008 Greg left Eurostar to join the Prince of Wales office
at Clarence House, where he founded ‘Start’, an initiative
dedicated to helping people live a more sustainable
lifestyle. He was founding CEO of Start.
In May 2009 he joined London 2012 as Brand,
Marketing and Culture Director, reporting to the CEO,
Paul Deighton. At LOCOG Greg was accountable for
a number of key deliverables that contributed to the
success of the London Olympics and Paralympics.
Presentation Summary
The Digital Evolution & The Revolution To Come
Greg Nugent will take us through the London 2012 campaign for public support for the Games and the critical role that digital communications had at building a ‘games for everyone’. He will also reference the way that data was used when he volunteered to work on the Obama 2012 campaign. On top of these Greg will take us through his thoughts on the evolution that has taken place over the last decade and make predictions for the revolution ahead: big data and the transfer of budget towards marketing, not away from it.
Greg is Deputy Chair of The Join In Trust, a charity
set up by himself and Sir Charles Allen in 2012. The
objective behind ‘Join In’ was to harness the spirit of
2012 and convert this into increased volunteers in local
sports clubs. On the back of the success of the Games
Makers the ‘Join In Weekend’ in 2012 was attended by
over 350,000 people and generated over 32,000 new
volunteers in local sports clubs. The Trust is now building
ambitious plans for 2013 where it aims to become
the home of the Games Makers. Greg is a committed
creative and strategist who believes that most brands
can be inspired by the achievements of London 2012.
To reflect his contribution to the Olympic movement
the International Olympic Committee awarded Greg the
‘Olympic Order of Merit’ in August 2012.
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Jeremy CaplinCEO of Aprais Ltd.
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Biography
CEO of Aprais Ltd., Jeremy is a highly-motivated
senior communications professional with 23+ years of
experience in both client side and agency management.
He has worked at some of the world’s most high-profile
companies with a strong record in measurement and
strategic Marketing & Communications. Jeremy has
operated as Global, European and Local Marketing
Director at Companies such as P&G, Reckitt Benckiser,
Nestlé and monster.com and has been Head of
Marketing Solutions at dunnhumby. He is British but
has lived in Italy for 10 years and worked and travelled
globally.
He has been a guest speaker, most recently at WARC’s
Map2013 in London and the WFA’s Global Compag
Event in Berlin in 2011.
He has had the honour and privilege to be a Judge at
both the BTAA (British Television Advertising Awards)
and the IPA Effectiveness Awards amongst others.
He has also been the winner of various awards, most
notably Grand Prix, Gold and ‘Dedication to Measuring
Effectiveness’ at the IPA Effectiveness Awards and
‘Brave Client of the Year’ at the Campaign Media
Awards. He was also shortlisted for the Marketing
Society’s ‘Marketer of the Year’ Award.
Presentation summary
The evolving role of Marketing and the impact of Digital on it
The role of marketing and the skills it requires has always been under evolution but some would now say it is a revolution. Driving this has been the advent of the ‘digital age’ and the opportunities and challenges it brings with it. This presentation intends to give a flavour of the evolutionary and revolutionary journey marketing is on. It will touch on how marketing ‘going digital’ leads to an increasing requirement for data literacy and multiple stakeholder management and engagement. The latter includes a need to embrace IT as a key stakeholder and enabler within an organisation.
Jeremy’s home is in Kew, West London where he lives
with his Italian wife and two sons. Watching rugby,
drinking red wine and talking about it are two of his
passions. He has also managed to drag himself around
the London Royal Parks ½ Marathon and for no good
reason has signed up to do so again.
But family always comes first.
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Speakers
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Thomas BrownAssociate Director,
Research and Insights, Chartered
Institute of Marketing (CIM)
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Presentation summary
Disruption, the CMO and the growth agenda
It’s June 2013 and marketing is weathering something of a ‘perfect storm’: notwithstanding the macro-economic turbulence of recent years, longer-term trends have continued to bubble under the surface and are causing more than just ripples today. The changing role of brand, the growing importance of customer experience management, the digital and technological revolution, advancements in data and analytics (to name just a few) – these are all having profound impact on market, customer and competitor dynamics, and as organisations shift focus from ‘survival’ to ‘growth’, this disruption is re-shaping the role of the CMO and the whole marketing function. Thomas Brown, Associate Director of Research and Insights at CIM, will open the morning with an overview of the current marketing landscape, and the challenges facing marketing leaders in helping to fuel growth.
Biography
Thomas has held several roles with the CIM, including
business development manager, customer propositions
manager and research projects manager. In his role as
associate director of research and insights, Thomas
develops practical, actionable ideas that help marketers
and their firms perform better. In this capacity, Thomas
is a regular advisor to marketing, brand and capability
leaders. He also represents the CIM at conferences, with
the media and with CMOs working for global businesses.
Contact
Workshop session 1: How do customers want to interact with us?
Rudy Saldivar VP of Sales, UK, Bazaarvoice
Rick Freeman Director of Business Innovation
Vice President at Capgemini Consulting
Paul TaylorRegional Vice President,
Salesforce Marketing Cloud
“Customer Centricity in a Social World”
Bazaarvoice will explore how to get the most value from each customer interaction - for internal stakeholders as well as value returned to your customers. This will be an open forum discussion where we will bring to light the key questions to consider when becoming more customer centric.
“CMOs and CIOs, friends or foes in the digital world? “
The digital revolution has resulted in a step change in customer expectations, this is a given. What is sometimes less well understood is that in order to successfully meet customers digital expectations and maximise the potential advantages of digital, organisations must not only adapt their customer experience but also have strong digital vision, governance and operations. But within an organisation, who should be in control of the digital direction? Marketers who are closest to customer expectations, or IT, who understand the tools required for digital transformation? Drawing on the outputs of Phase 2 of the Capgemini/MIT research collaboration Rick Freeman, Head of Capgemini Consulting UK Marketing and Innovation, leads a discussion on how these two groups interact with each other in the brave new digital world.
“Social Technology and the Impact on Customer Engagement”
New technology and shifting consumer behaviour mean large organisations need to adapt in a changing world. This discussion led session will explore key thinking points for companies looking to maximise customer engagement.
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Workshop session 2: Changing the way we interact with our customers
Simon BowkerCountry Manager, Teradata
Guy Cookes Digital Sales and Marketing Consultant
Capgemini UK
Scott SchnaarsGM EMEA, Badgeville
“Integrating processes, insight, messages, channels, and the overall customer experience for maximum ROMI”
The multi-channel world has turned omni-channel and whilst the use of a particular channel alone may not lead to a direct sale it may still heavily influence it. Marketers therefore need real-time decisioning and real insight to ensure they engage customers with personalised and relevant offers at the right time and via the right channels. A data-driven and integrated marketing strategy will equip marketers with the insight and tools necessary. Attend the Teradata eCircle workshop session and learn how to:n Utilise all customer interactionsn Orchestrate omni-channel personalisationn Personalise: at the right time with the right message in the right context
“Putting the Customer at the Centre of your Organisation with Big Data and the All Channel Experience”
This discussion led session will stimulate your thoughts around applying Big Data and Cloud Technologies to genuinely engage your customers and put them at the centre of your organisation through the All Channel Experience.
“Level Up - Gamification for Customer and Employee Engagement”
Gamification is the hottest trend in marketing today. Companies from Oracle to Microsoft to Home Shopping Network to DMGT are leveraging gamification to recognise and reward their best customers. This session will provide a hands on approach to learning more about how to apply this in your organization.
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For more details contact:Rick FreemanDirector of Business InnovationVice President at Capgemini Consulting Tel: + 44 (0) 870 904 [email protected]
Hilary CroftHead of UK Marketing & CommunicationsCapgemini UKTel: + 44 (0) 870 195 [email protected]
Guy CookesDigital Sales and Marketing Consultant, Capgemini UKTel: + 44 (0) 870 238 [email protected]
Sally HunterMarketing Manager, Capgemini UK Tel: + 44 (0) 870 238 [email protected]
Kay WeatherleyUK Marketing Events Manager, Capgemini UKTel: + 44 (0) 870 366 [email protected]
About CapgeminiWith more than 125,000 people in 44 countries, Capgemini is one of the world’s foremost providers of consulting, technology and outsourcing services. The Group reported 2012 global revenues of EUR 10.3 billion.
Together with its clients, Capgemini creates and delivers business and technology solutions that fit their needs and drive the results they want. A deeply multicultural organization, Capgemini has developed its own way of working, the Collaborative Business ExperienceTM, and draws on Rightshore®, its worldwide delivery model.
Learn more about us at
www.capgemini.com
The information contained in this document is proprietary. ©2013 Capgemini. All rights reserved. Rightshore® is a trademark belonging to Capgemini.
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