Welcome!

News Feed Item

Marketers Must "Re-think Comms-led Brand Building"

LONDON, April 10, 2014 /PRNewswire/ --

Marketers must re-discover the essence of their brands and reduce their reliance on traditional advertising or risk becoming irrelevant, according to Omaid Hiwaizi, Geometry Global's Chief Strategy Officer. 

Hiwaizi, speaking ahead of leading a debate on brand building with Unilever and ITV at the iMedia Summit later this month, said that marketers who fail to "re-think comms-led brand building" and drive meaningful engagement with an experience-focused approach will be left behind by those that have a clear purpose.

"TV and other forms of above-the-line marketing will continue to play an important role in reaching a mass audience but it's an expensive approach that relies on continued investment to drive what is effectively a one way conversation," he says.

"Smart marketers realise that mass communication is becoming the invitation for consumers to engage rather than the one-size-fits all marketing solution. If we can adjust the mind-set of the industry, we have an unprecedented opportunity to create a virtuous circle where product and service experience to combine to leave a long-lasting and sustainable cultural imprint."

Citing Google and Innocent, Hiwaizi predicts that tomorrow's success stories will be the brands built around a core purpose and those that use tools like social activation, content, advocate group engagement and events to drive engagement. A stronger emphasis on experience and sustainability will also unlock new and exciting opportunities for agencies.

"In the context of buoyant TV advertising revenues and an explosion in the brand-publisher approach, I'm looking forward to leading a lively debate on the future of brand building at the iMedia Summit," he adds.

Hiwaizi will be joined on stage by Unilever Global Communication Planning Director Geoff Seeley, ITV Group Commercial Director Simon Daglish and convenience food entrepreneur Shazia Saleem, the former Apprentice contestant who recently struck a supermarket distribution deal for her iEat range of Halal ready meals.

Other highlights of the invite-only Summit include keynotes from Sam Singh, GSK's VP & Global Head of Media, and LA-based Bettina Sherick, 20th Century Fox's SVP Digital Strategic Marketing. Creative legend Dave Trott will close the conference before group discussion sessions, a networking drinks reception and industry dinner with Comedian & Actor David Schneider.

Click here for more information about the iMedia Summit and to request a free invitation (subject to status).

About iMedia 

The iMedia Digital Summit is produced by dmg events' digital marketing division. iMedia provides industry insight, networking opportunities and marketing solutions through a global programme of themed iMedia Summits and blogging site iMediaConnection.

dmg events also run 9 ad:tech events in North America, Europe, Asia and Australasia. ad:tech is the world's largest digital marketing, media and technology trade show.

iMedia Communications and dmg events are both subsidiaries of Daily Mail General Trust (DMGT) and part of a portfolio of brands including The Daily Mail, Mail Online, Metro, jobsite and Zoopla.

For further information please contact: 

Dan Brain
Content Manager/Editor - Digital Marketing
dmg events
+44(0)20-3615-1697
[email protected]

More Stories By PR Newswire

Copyright © 2007 PR Newswire. All rights reserved. Republication or redistribution of PRNewswire content is expressly prohibited without the prior written consent of PRNewswire. PRNewswire shall not be liable for any errors or delays in the content, or for any actions taken in reliance thereon.

Latest Stories
"Storpool does only block-level storage so we do one thing extremely well. The growth in data is what drives the move to software-defined technologies in general and software-defined storage," explained Boyan Ivanov, CEO and co-founder at StorPool, in this SYS-CON.tv interview at 16th Cloud Expo, held June 9-11, 2015, at the Javits Center in New York City.
Sometimes I write a blog just to formulate and organize a point of view, and I think it’s time that I pull together the bounty of excellent information about Machine Learning. This is a topic with which business leaders must become comfortable, especially tomorrow’s business leaders (tip for my next semester University of San Francisco business students!). Machine learning is a key capability that will help organizations drive optimization and monetization opportunities, and there have been some...
A strange thing is happening along the way to the Internet of Things, namely far too many devices to work with and manage. It has become clear that we'll need much higher efficiency user experiences that can allow us to more easily and scalably work with the thousands of devices that will soon be in each of our lives. Enter the conversational interface revolution, combining bots we can literally talk with, gesture to, and even direct with our thoughts, with embedded artificial intelligence, whic...
The question before companies today is not whether to become intelligent, it’s a question of how and how fast. The key is to adopt and deploy an intelligent application strategy while simultaneously preparing to scale that intelligence. In her session at 21st Cloud Expo, Sangeeta Chakraborty, Chief Customer Officer at Ayasdi, provided a tactical framework to become a truly intelligent enterprise, including how to identify the right applications for AI, how to build a Center of Excellence to oper...
While some developers care passionately about how data centers and clouds are architected, for most, it is only the end result that matters. To the majority of companies, technology exists to solve a business problem, and only delivers value when it is solving that problem. 2017 brings the mainstream adoption of containers for production workloads. In his session at 21st Cloud Expo, Ben McCormack, VP of Operations at Evernote, discussed how data centers of the future will be managed, how the p...
ChatOps is an emerging topic that has led to the wide availability of integrations between group chat and various other tools/platforms. Currently, HipChat is an extremely powerful collaboration platform due to the various ChatOps integrations that are available. However, DevOps automation can involve orchestration and complex workflows. In his session at @DevOpsSummit at 20th Cloud Expo, Himanshu Chhetri, CTO at Addteq, will cover practical examples and use cases such as self-provisioning infra...
As DevOps methodologies expand their reach across the enterprise, organizations face the daunting challenge of adapting related cloud strategies to ensure optimal alignment, from managing complexity to ensuring proper governance. How can culture, automation, legacy apps and even budget be reexamined to enable this ongoing shift within the modern software factory? In her Day 2 Keynote at @DevOpsSummit at 21st Cloud Expo, Aruna Ravichandran, VP, DevOps Solutions Marketing, CA Technologies, was jo...
As Marc Andreessen says software is eating the world. Everything is rapidly moving toward being software-defined – from our phones and cars through our washing machines to the datacenter. However, there are larger challenges when implementing software defined on a larger scale - when building software defined infrastructure. In his session at 16th Cloud Expo, Boyan Ivanov, CEO of StorPool, provided some practical insights on what, how and why when implementing "software-defined" in the datacent...
Blockchain. A day doesn’t seem to go by without seeing articles and discussions about the technology. According to PwC executive Seamus Cushley, approximately $1.4B has been invested in blockchain just last year. In Gartner’s recent hype cycle for emerging technologies, blockchain is approaching the peak. It is considered by Gartner as one of the ‘Key platform-enabling technologies to track.’ While there is a lot of ‘hype vs reality’ discussions going on, there is no arguing that blockchain is b...
Blockchain is a shared, secure record of exchange that establishes trust, accountability and transparency across business networks. Supported by the Linux Foundation's open source, open-standards based Hyperledger Project, Blockchain has the potential to improve regulatory compliance, reduce cost as well as advance trade. Are you curious about how Blockchain is built for business? In her session at 21st Cloud Expo, René Bostic, Technical VP of the IBM Cloud Unit in North America, discussed the b...
You know you need the cloud, but you’re hesitant to simply dump everything at Amazon since you know that not all workloads are suitable for cloud. You know that you want the kind of ease of use and scalability that you get with public cloud, but your applications are architected in a way that makes the public cloud a non-starter. You’re looking at private cloud solutions based on hyperconverged infrastructure, but you’re concerned with the limits inherent in those technologies.
Is advanced scheduling in Kubernetes achievable?Yes, however, how do you properly accommodate every real-life scenario that a Kubernetes user might encounter? How do you leverage advanced scheduling techniques to shape and describe each scenario in easy-to-use rules and configurations? In his session at @DevOpsSummit at 21st Cloud Expo, Oleg Chunikhin, CTO at Kublr, answered these questions and demonstrated techniques for implementing advanced scheduling. For example, using spot instances and co...
The use of containers by developers -- and now increasingly IT operators -- has grown from infatuation to deep and abiding love. But as with any long-term affair, the honeymoon soon leads to needing to live well together ... and maybe even getting some relationship help along the way. And so it goes with container orchestration and automation solutions, which are rapidly emerging as the means to maintain the bliss between rapid container adoption and broad container use among multiple cloud host...
The cloud era has reached the stage where it is no longer a question of whether a company should migrate, but when. Enterprises have embraced the outsourcing of where their various applications are stored and who manages them, saving significant investment along the way. Plus, the cloud has become a defining competitive edge. Companies that fail to successfully adapt risk failure. The media, of course, continues to extol the virtues of the cloud, including how easy it is to get there. Migrating...
Imagine if you will, a retail floor so densely packed with sensors that they can pick up the movements of insects scurrying across a store aisle. Or a component of a piece of factory equipment so well-instrumented that its digital twin provides resolution down to the micrometer.