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
Cloud Expo, Inc. has announced today that Andi Mann returns to 'DevOps at Cloud Expo 2017' as Conference Chair The @DevOpsSummit at Cloud Expo will take place on June 6-8, 2017, at the Javits Center in New York City, NY. "DevOps is set to be one of the most profound disruptions to hit IT in decades," said Andi Mann. "It is a natural extension of cloud computing, and I have seen both firsthand and in independent research the fantastic results DevOps delivers. So I am excited to help the great t...
Every successful software product evolves from an idea to an enterprise system. Notably, the same way is passed by the product owner's company. In his session at 20th Cloud Expo, Oleg Lola, CEO of MobiDev, will provide a generalized overview of the evolution of a software product, the product owner, the needs that arise at various stages of this process, and the value brought by a software development partner to the product owner as a response to these needs.
In 2014, Amazon announced a new form of compute called Lambda. We didn't know it at the time, but this represented a fundamental shift in what we expect from cloud computing. Now, all of the major cloud computing vendors want to take part in this disruptive technology. In his session at 20th Cloud Expo, John Jelinek IV, a web developer at Linux Academy, will discuss why major players like AWS, Microsoft Azure, IBM Bluemix, and Google Cloud Platform are all trying to sidestep VMs and containers...
SYS-CON Events announced today that MobiDev, a client-oriented software development company, will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place June 6-8, 2017, at the Javits Center in New York City, NY, and the 21st International Cloud Expo®, which will take place October 31-November 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. MobiDev is a software company that develops and delivers turn-key mobile apps, websites, web services, and complex softw...
SYS-CON Events announced today that Enzu will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY, and the 21st International Cloud Expo®, which will take place October 31-November 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Enzu’s mission is to be the leading provider of enterprise cloud solutions worldwide. Enzu enables online businesses to use its IT infrastructure to their competitive ad...
Smart Cities are here to stay, but for their promise to be delivered, the data they produce must not be put in new siloes. In his session at @ThingsExpo, Mathias Herberts, Co-founder and CTO of Cityzen Data, discussed the best practices that will ensure a successful smart city journey.
In his session at 19th Cloud Expo, Claude Remillard, Principal Program Manager in Developer Division at Microsoft, contrasted how his team used config as code and immutable patterns for continuous delivery of microservices and apps to the cloud. He showed how the immutable patterns helps developers do away with most of the complexity of config as code-enabling scenarios such as rollback, zero downtime upgrades with far greater simplicity. He also demoed building immutable pipelines in the cloud ...
Traditional on-premises data centers have long been the domain of modern data platforms like Apache Hadoop, meaning companies who build their business on public cloud were challenged to run Big Data processing and analytics at scale. But recent advancements in Hadoop performance, security, and most importantly cloud-native integrations, are giving organizations the ability to truly gain value from all their data. In his session at 19th Cloud Expo, David Tishgart, Director of Product Marketing ...
Choosing the right cloud for your workloads is a balancing act that can cost your organization time, money and aggravation - unless you get it right the first time. Economics, speed, performance, accessibility, administrative needs and security all play a vital role in dictating your approach to the cloud. Without knowing the right questions to ask, you could wind up paying for capacity you'll never need or underestimating the resources required to run your applications.
Technology vendors and analysts are eager to paint a rosy picture of how wonderful IoT is and why your deployment will be great with the use of their products and services. While it is easy to showcase successful IoT solutions, identifying IoT systems that missed the mark or failed can often provide more in the way of key lessons learned. In his session at @ThingsExpo, Peter Vanderminden, Principal Industry Analyst for IoT & Digital Supply Chain to Flatiron Strategies, will focus on how IoT depl...
Adding public cloud resources to an existing application can be a daunting process. The tools that you currently use to manage the software and hardware outside the cloud aren’t always the best tools to efficiently grow into the cloud. All of the major configuration management tools have cloud orchestration plugins that can be leveraged, but there are also cloud-native tools that can dramatically improve the efficiency of managing your application lifecycle. In his session at 18th Cloud Expo, ...
The pace of innovation, vendor lock-in, production sustainability, cost-effectiveness, and managing risk… In his session at 18th Cloud Expo, Dan Choquette, Founder of RackN, discussed how CIOs are challenged finding the balance of finding the right tools, technology and operational model that serves the business the best. He also discussed how clouds, open source software and infrastructure solutions have benefits but also drawbacks and how workload and operational portability between vendors an...
With the proliferation of both SQL and NoSQL databases, organizations can now target specific fit-for-purpose database tools for their different application needs regarding scalability, ease of use, ACID support, etc. Platform as a Service offerings make this even easier now, enabling developers to roll out their own database infrastructure in minutes with minimal management overhead. However, this same amount of flexibility also comes with the challenges of picking the right tool, on the right ...
Big Data, cloud, analytics, contextual information, wearable tech, sensors, mobility, and WebRTC: together, these advances have created a perfect storm of technologies that are disrupting and transforming classic communications models and ecosystems. In his session at @ThingsExpo, Erik Perotti, Senior Manager of New Ventures on Plantronics’ Innovation team, provided an overview of this technological shift, including associated business and consumer communications impacts, and opportunities it m...
Manufacturers are embracing the Industrial Internet the same way consumers are leveraging Fitbits – to improve overall health and wellness. Both can provide consistent measurement, visibility, and suggest performance improvements customized to help reach goals. Fitbit users can view real-time data and make adjustments to increase their activity. In his session at @ThingsExpo, Mark Bernardo Professional Services Leader, Americas, at GE Digital, discussed how leveraging the Industrial Internet and...