| Mobile 1st September 2009: |
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Venue:
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The Hospital Club
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Date:
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01.09.2009
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| Agenda: |
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1.00-1.30
Registration
1.30-1.45
Jonathan MacDonald - MD, JMA
Introduction
1.45-2.15
Alex Meisl - Sponge Group, Chairman
What is Driving Mobile Marketing Growth?
Alex will talk about what will drive mobile marketing growth and focus on a number of case studies from "Building a Dialogue - a major on-pack campaign for Birds Eye", through to a UK first (which is currently live)- a mobile crediting campaign for Coca Cola as well as what makes a good mobile site and how we helped take Autotrader from 400k PI per month to a top 10 mobile site in 9 months.
2.15-2.45
Emmy Botterman - Playphone EMEA Business Development Director
Mobilise your business. Case Study: Disney
Mobile has become not only a global commutation phenomenon but also a very efficient marketing channel. It is important to identify its potential and examine whether it can become a part of your marketing mix. Playphone will address all the main issues of mobile marketing as well as its implementation process and present learning’s from a Disney case study.
2.45-2.55
Break
2.55-3.25
Jim Brooks – Velti VP Global Business Development
‘Never mind the chatter’
We’ll take a look at the sheer volume of noise associated with mobile marketing and why it’s not helping the cause. During this presentation Jim will aim to bring some clarity to how agencies, operators and brands should engage with the mobile channel and why it’s being under-utilised at present. It could be said that inertia towards mobile is fuelled by the confusing chatter coming from the industry, and as an ancient Chinese proverb may, or possibly may not, have said: “Where confusion reigns, there is diminished value in the mobile value chain.”
3.25-3.55
Alan Moore - Founder, SMLXL
When it comes to mobile telecommunications, it is often said that what works in one country, does not work in another. I wholeheartedly refute that argument.
Human beings are more alike than we care to admit. We are programmed to be a “we species”—a social networking species with an innate need to connect and communicate. I often muse on the reason why SMS is ubiquitous as a communication mechanism. It is because we as a species do, in fact, constantly communicate via short messages, a behaviour that we learnt millennia ago.
That is why we are inevitably moving towards the Mobile Society, where our mobile devices become the remote control for our daily lives. Because any technology that allows us to better connect, communicate, share knowledge and information, and get stuff done will be widely adopted.
The Mobile Society is completely different to the industrial society. It requires a new logic and a new way of thinking of how to create business, civil governance, health care, and
education. The mobile society is seen as both an opportunity and a threat because it signifies a reordering of business models, new flows of communication, and the appearance of new gate keepers in the information distribution wars. Resistance is a natural response when society changes structurally. As a consequence, there are differing points of view on exactly the Mobile Society can deliver, depending on who you are.
3.55-4.05
Break
4.05-4.35
Ben Scott-Robinson - Creative Director, We Love Mobile
"Creating an effective mobile campaign experience."
With the invention of the iPhone, mobile advertising has gone from being an annoyance to being fluff. But how can brands create a campaign experience that both reflects their values, and creates a genuine return on investment? By using case studies and proprietary design tools, creative mobile agency We Love Mobile will guide you through the process of fitting mobile effectively into your marketing campaign"
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Alan Moore - Founder, SMLXL
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As a co-author of Social Media Marketing: How data analytics helps to monetize the user base in telecoms, social networks, media and advertising in a converged ecosystem. He introduced the idea of: Social Marketing Intelligence, and the metric CPRA - Cost Per Relevant Audience, and he explored how marketing is best practised in a converged eco-system in the “intention economy”, and described a marketing world that will be redefined by analysing massive flows of communication data. In 2008 Alan was commisioned by Microsoft to write a paper on the potential and the possibilities of the “Mobile Society.”
As a well known writer, thinker and public speaker Alan has addressed, radio, television, and conference audiences globally. Reviews of his books and his articles have been published in many respected magazines, journals and newspapers.
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Alex Meisl - Chairman, Sponge Group
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A seasoned entrepreneur, Alex has been in the new media industry for 20 years, initially as CEO of Legion - Europe’s largest IVR company. Alex co-founded Sponge in 2002. Sponge is the UK’s most successful and longest established mobile agency working across Europe and the Middle East. Clients include Autotrader, Birds Eye, Coca Cola, United Biscuits and Vodafone through to the Press Association, News International and IPC. Sponge currently supplies mobile solutions to over half of the top 20 digital and creative agencies.
Alex has amassed a wealth of experience in direct response, communications and mobile services for agencies/brands, media groups and mobile operators.
In his (limited) spare time, Alex is an avid potter, makes jam and damages vintage cars.
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Ben Scott-Robinson - Creative Director, We Love Mobile
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Ben has been working in mobile since 2001. He started off creating the first interactive mobile products at Hutchison Telecom, now 3. Then he designed Orange’s music and mobile content products.
Ben has worked on numerous creative mobile projects for We Love Mobile, for clients such as BBC, Orange, United Nations, COI, Endemol and Shazam."
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Emmy Botterman
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Emmy Botterman is a Business Development Director at Playphone EMEA. She oversees Playphone’s B2B development across EMEA in the mobile entertainment space with a specific focus on strategic partnership for Playphone’s direct to consumer brand, mobile operating system and content.
Emmy joined Playphone with over nine years experience in the mobile industry, most recently working for Connect2media where she was responsible for all sales, business development, and partnerships in the UK and managing all operator accounts. Prior to this Emmy held positions in digital marketing at Mobilitec Inc, Digital Rum and Sportonwheels.com.
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Jim Brooks
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Jim Brooks began his career in advertising and worked for over 12 years within many of the blue chip advertising agencies including Ogilvy’s, McCann and JWT. After leaving JWT, Jim spent over 18 years as an independent consultant, innovating and launching new business initiatives across traditional and new media channels.
More recently his focus has been to develop and demonstrate the ability of mobile to become a significant new media channel working with companies such as ITV, Disney and Coke plus ad agency groups such as HAVAS, Omnicom and Publicis.
Currently Jim holds the position of VP Global Business Development at Velti, a leader in mobile advertising and marketing technology whose clients already number Ogilvy, Microsoft, Pepsi, Lowe, GM, Unilever, Argos, Weetabix and carriers such as Vodafone, Cosmote, Orange and MTS.
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Jonathan MacDonald - Co-Founder, This Fluid World
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Jonathan MacDonald is the founder of JME.net (http://jme.net), which is the aggregation network of all initiatives he is involved in. These are made up of companies, movements, platforms, labs and thinking; brought together by a citizen-centric business view. At the heart of every JME.net initiative is a commitment to provide world-class service, up-to-date business intelligence, unrivalled expertise and a deep understanding of people.
Jonathan’s experience, contribution to the industry, entrepreneurial spirit and passion means that he is widely considered as one of the primary strategists and thought leaders in the digital space. He has been a Senior Consultant at Ogilvy (who still regularly use his services), Sales Director of Blyk, Commercial Director of Ministry of Sound, CEO of a Sky TV channel, advisor to British Government on education, the owner of one of the first online music stores, and a Chairman of the Music Industries Association.
He blogs at http://www.jonathanmacdonald.com
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