Annual Members’ Conference: Profit v Purpose


Nov
22
BT Centre, 81 Newgate Street , London, EC1A 7AJ
09:00 for 09:30 until 14:00
EAPO

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There are many Ps in marketing. Price, promotion, product, place and a few more to boot. But what about the Ps Profit and Purpose?

As the challenges for marketers pile up through fragmentation, technology, competition, regulation etc. Is now the right time to re-focus on what it delivers?

Articulating and demonstrating the link between brand purpose and commercial profitability might be perceived as being a bit too ‘marketing’ and lacking in commercial focus.

How can you find the right balance between delivering a brand purpose of decency and responsibility alongside the corporate realities that satisfy boards and shareholders?

Some hard questions need answering.

In a binary world what is the marketing tool kit required to grow awareness, drive preference and grow sales?

If profit is genuinely a by-product of good customer service, why is the industry not very good at it?

Technology is vital in championing customers. But in the world of digital and the need for innovation, when do you need to see a profit? Often in FS things that deliver in a year are prioritised over long term paybacks. Is the industry too short term focused?  Institutions that are deploying tech now are seeing more profitable growth and customer loyalty.

Where is real change occurring and what does it look like?

Getting it right is good for business. The conference will cut through to these issues that matter and deliver answers that help put marketing front and centre of business strategy.

Speakers Include:

Pete Markey, Marketing Director, TSB Bank (Chair)

Zaid Al-Qassab, Chief Brand & Marketing Officer, BT Group

David Conway, Director, KPMG and Charlie Dawson, Partner, The Foundation

Professor Hugh Wilson, Cranfield School of Management and Fiona Blades, Chief Experience Officer, Mesh

Sara Bennison, Chief Marketing Officer, Nationwide Building Society

Robert Phillips, Co-Founder, Jericho Chambers

 

Agenda:

09:00 Registration and Coffee

09:30 Welcome and Introduction

Robert Phillips, Co-Founder, Jericho Chambers

Zaid Al-Qassab, Chief Brand & Marketing Officer, BT Group

11:00 Coffee Break

11:20 David Conway, Director, KPMG and Charlie Dawson, Partner, The Foundation

Professor Hugh Wilson, Cranfield School of Management and Fiona Blades, Chief Experience Officer, Mesh

Sara Bennison, Chief Marketing Officer, Nationwide Building Society

13:15 Buffet Lunch

14:00 Event Close

Charlie Dawson

Partner

The Foundation

David Conway

Director

KMPG

Fiona Blades

President and Chief Experience Officer

MESH Experience

Hugh Wilson

Professor of Strategic Marketing

Cranfield School of Management

Peter Markey

Peter Markey

Marketing Director

TSB Bank plc

Robert Phillips

Robert Phillips

Co-Founder

Jericho Chambers

Sara Bennison

Sara Bennison

Chief Marketing Officer

Nationwide Building Society

Zaid Al-Qassab

Zaid Al-Qassab

Chief Brand & Marketing Officer

BT



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