Marketing heavyweights Professor Byron Sharp, Damon Stapleton and Fatima Saliu debate how recent societal shifts have impacted marketing laws, in the new Future Now webinar.
This episode delves into what has changed in terms of the fundamental principles for marketers, from the type of emotions which resonate with consumers now to opportunities to disrupt established brands caused by shortages in some consumer packaged goods sectors.
Professor Sharp is one of the world’s foremost marketing academics, while Stapleton is a globally top-rated creative and chief creative officer for DDB ANZ, while US-based Saliu is a vastly experienced marketer across huge CPG brands who now heads up Facebook’s international marketing strategy.
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Moderated by AdNews publisher Assia Benmedjdoub, the trio debate:
- What they’ve learned from 2020’s historic events;
- Why consumer behaviour has changed in some ways, but not in things like their supermarket shopping;
- How a shift in consumer sentiment has led to new opportunities for storytelling and emotional engagement from brands;
- Why now, more than ever, is the time to focus on the fundamentals of brand building;
- Why leaning into humour and positivity is important in creative executions;
- The influence of advertising on the stickiness of brand loyalty
More about the panel
Professor Byron Sharp is a Professor of Marketing Science and Director of the Ehrenberg-Bass Institute - the world’s largest centre for research into marketing. His first book ‘How Brands Grow: what marketers don’t know’ has been called one of the most influential marketing books of the past decade (Warc, 2015) and was voted marketing book of the year by AdAge readers. Byron has co-hosted, with Professor Jerry Wind, two conferences at the Wharton Business School on the laws of advertising, and is on the editorial board of five journals.
Fatima Saliu is the Head of International Marketing at Facebook, responsible for ensuring Facebook’s global brands – including, Facebook, Instagram, WhatsApp, Messenger – are locally relevant, trusted, and loved by the more than 2.4Bn people who use them every day. Prior to Facebook, Fatima led U.S., International, and Global consumer marketing teams at Johnson & Johnson, Coca-Cola and Disney, leading brands including Tylenol, Listerine, Johnsons Baby, and Nestea. She began her career at Bain & Company.
Damon Stapleton is Regional Chief Creative Officer of DDB (New Zealand and Australia). He has worked on global brands such as BMW, Toyota, Nissan, Heineken, Visa, Cadbury and the World Cup 2010 campaign for Adidas. Damon has collected over 500 awards at the most prestigious international advertising festival shows including over 60 Cannes Lions as well as almost 50 D&AD Pencils. He is most known for his “Trillion Dollar” bill campaign for The Zimbabwean and Penny the Pirate for OPSM.
More about the Future Now series
Upcoming episodes in the fortnightly series will dive into a range of categories, honing in on the retail revolution, how art and science stack up in consumer goods brand building, and the big questions in the worlds of technology, finance and travel.
Watch Episode 1: What Just Happened? here.
So if you’re in the business of marketing, media or advertising, this is the series you can’t afford to miss over the coming months. Stay up to date with the latest here.
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