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Join Peter Fisk, world class business innovator, strategist and marketer, to hear about the ten steps that will change the way you think about marketing.
The New Art of Marketing: The Masterclass
It’s time for marketing to get back to its creative roots - more authentic, engaging, intuitive - rescuing the right brain from all those left brain spreadsheets - inspiring people to think differently, enabling them to do more - through involvement, imagination and innovation.
09:00 – 11:00 Picasso to Pixar
“ We explore the drivers of change, and how you can creatively exploit the best opportunities for profitable growth in old and new markets.”
White Space... New markets, new priorities, new growth Economic crisis is the crying pain of a changing world - where power is shifting rapidly from west to east, big to small, business to customer – reshaping attitudes and expectations, redefining the shape of markets and nature of competition.
From Picasso to Pixar, we explore the drivers of change, and how you can creatively exploit the best opportunities for profitable growth in old and new markets. We realise that the future is not an extrapolation of the past, and growth will emerge in more complex and creative ways.
• New ideas: Learn how Alibaba is unlocking the Chinese market, Tata is building new global brands, and why anything is possible with Li and Fung.
• Creative insights: Fishing in Beijing, a personal story from Argentinian sustainability expert Diana Verde Nieto, founder of Clownfish.
• Practical application: Creating your new Market Canvas for growth using Adjacent Market Maps, Parallel World and Customer Profile tools.
At the end of the session you will have sketched out your best opportunities for growth today and tomorrow, what this means for you, and where you should refocus your effort.
11:30 – 13:00 Maeda to Miyamoto
“ We harness the power of collective insights, and explore how you can engage customers as participants...”
Ideas Factory... The new world of creative participants We used to know our markets best, but now somebody else does. Our customers. Individually and collectively they have more imagination, expertise and passion than a business can ever have. Our challenge is to listen, interpret and embrace it.
From Maeda to Miyamoto, we harness the power of collective insights, and how you can engage customers as participants, rebuilding trust without control, redefining what you do in terms of what you enable others to do.
• New ideas: Explore why O2 launched GiffGaff, how Lego reinvented itself around social networks, and why Threadless is the coolest brand in the world.
• Creative insight: Nik Nak Noo... Ed McCabe shares an emerging story of how his small Scottish company reaches out to exciting new markets.
• Practical application: Harnessing tools such as Insight Pyramids, Co-Creation and Context Trees to achieve a Creative Reframe.
At the end of the session you will have redefined your business and market in a new light, your value equation on better terms, and be ready to market in new ways.
14:00 – 15:30 Armani to Asimo
“ Design thinking is about function and form in every aspect of your business and market, driving more creative fusions, and human-centred designs.”
Design Studio... A new breed of collaborative marketers Small and alone we are limited, but with enlightened partners anything is possible. Together, within and beyond your business, you can do so much more - affinity and ingredient brands, licensing and exchanges, virtual and loose structures.
From Armani to Asimo, we capture the potential of design and innovation. Design thinking is about function and form in every aspect of your business and market, driving more creative fusions, and human-centred designs.
• New ideas: Rethink sustainability as your greatest opportunity, like E-Cloth and superfast Tesla, who like WuXi PharmaTech are partnering for success.
• Creative insight: Agency sans Frontiers, a radical vision of virtual collaboration spaces from Jane Young, founder of Scrmblr.
• Practical application: Applying the technique of Pilot Fish to break the rules, reach new markets whilst still small, drive growth with less risk.
At the end of the session you will have developed new ideas for every aspect of your business, inspired by unexpected places and counterintuitive partners.
16:00 – 17:30 Gaga to Guggenheim
“They have no respect for the status quo, and are not slaves to old mindsets.”
Impact Zone... The rise of the new market leaders
The new market leaders play by different rules. They have no respect for the status quo, and are not slaves to old mindsets. Advertising campaigns, value for money, customer satisfaction, market share... this is the language of an outdated marketer.
From Gaga to Guggenheim, the new leaders engage and inspire their audiences differently. They don’t live in a world of compromise. They use a new marketing mindset, and a new toolkit, to shape their futures, rather than live in the shadow of others.
• New ideas: Bringing it all together requires the vision of Dave Stewart, the insight of Zaha Hadid and the passion of Barack Obama.
• Creative insight: Power of the iPad, the inside story of Apple’s relentless design and marketing machine, and their five ‘secrets’ of success.
• Practical application: Creating your own Tae Kuk, your blueprint for creative leadership in your marketing and markets.
At the end of the session you will have a personal roadmap, new ideas and insights, tools and resources, for reigniting the art of marketing in your business and your life.
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Peter Fisk
Peter is an inspirational author, speaker and business advisor. He brings
together the best new ideas about customers, brands and innovation
from all around the world, and articulates them based on years of practical
experience working with the likes of Coca Cola and Red Bull, Microsoft
and M&S, Vodafone and Virgin.
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Location
RBS Gogarburn Conference Centre,
Gogarburn,
Edinburgh
EH12 1HQ
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Ticket Prices
Member (online)
£199.00 + VAT
Non Member
£250.00 + VAT
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