Venue Sponsor
Venue Sponsor
Amplify is The Marketing Society day at the Edinburgh Festival. Where better to promote marketing, be stimulated and inspire different thinking than at the biggest creative festival in the world.
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10am – 11.30am UNIVERSITY PARTNERS MEETING University partners from across Scotland will meet to discuss the development of Student Marketing
3.00pm – 5.00pm PIONEERING SPIRIT AWARD SPECIAL: THE CLASH, CLIENTS VS CREATIVES In Association with Cutty Sark and Virgin Atlantic.
Societies and the Star Marketing Student of the Year Award in association with Maxxium and Golley Slater.
12noon – 1pm HOW TO WIN AT CANNES
5pm – 7pm MAD MEN & WOMEN DRINKS RECEPTION Sponsored by Assembly, Innis & Gunn, Maxxium UK & Search Consultancy.
Gonzalo Figari – Founder, CEO and Creative Director at Dseis (D6), Madrid and a Cannes Lions judge will give a personal insight to the campaigns that win at these awards. This event has been developed by the IPA in association with The Marketing Society.
1.45pm – 2.45 pm THE OGILVY LECTURE Adam Morgan, Founder of eatbigfish and international best-selling author will deliver this year’s lecture with an introduction by Heather Alderson, Head of Planning Unilever Worldwide and Ogilvy & Mather Group UK.
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In association with
Venue: Time:
University of Edinburgh Business School, George Square 1.45pm – 2.45pm
This annual lecture is named as a tribute to David Ogilvy, a proud and passionate Scot who was educated in Edinburgh before setting up Ogilvy & Mather in New York then developing one of the biggest advertising agency networks in the world. One of the most famous and respected names in marketing and an inspiration to many, his books on advertising remain highly regarded both by academics and practitioners. The David Ogilvy era on Madison Avenue is celebrated in the hit TV show Mad Men. The Ogilvy Lecture will be presented by Adam Morgan. Adam is the author of How Challenger Brands Can Complete Against Brand Leaders and Eating The Big Fish: and founder of eatbigfish. The Ogilvy Lecture will be introduced by Heather Alderson. Heather has recently joined Ogilvy and Mather Group in January 2015 to head up the strategy worldwide for the Unilever business as well for Ogilvy’s UK Group of companies.
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In association with
Venue: Time:
University of Edinburgh Business School, George Square 3.00pm – 5.00pm
The Pioneering Spirit Award has been developed using award winning marketing ideas from across the world as a source of inspiration. We also use this initiative to help build a leading global network of marketers with over 250 judges now part of our international panel. For more about the awards, please visit www.pioneeringspiritaward.com Over the past year, we’ve assessed inspiring ideas at a series of dinners and judging sessions in creative festivals at a range of international cities including Mumbai, Cannes, Lima, Paris, Athens, Bilbao and Lisbon. Today some senior clients will take on top creatives presenting a selection of ideas from the Pioneering Spirit Awards before the audience votes for the winning campaigns. The clients are headed up by Chris Marsh of RBS and include Suzy Smith of Edrington, Louise Dennett of Heineken, Cathy Craig of Calmac, Steven Pearson of Whyte & Mackay, and Charlie Smith of VisitScotland. The creatives are headed up by Gerry Farrell of Farrell Ink and include Sera Miller of Material, David Reid of Because Brands Matter, Jordan Laird and Ian Greenhill of Something Something, and Raych Campbell of STV (Rising Creative Star winner at this year’s awards).
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Sponsored by
Venue: Time:
Assembly Club Bar, George Square Gardens 5pm – 7pm
Get ready to party like it’s 1969. You are welcome to join us for a Mad Men (and of course Women) style reception and to mingle with the Dons and Peggys of Scotland’s marketing and creative industries. We guarantee it will be swell. Ask one of our Mad Men and Women hosts if you would like an introduction to anyone on our guest list.
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Adam Morgan Founder of eatbigfish Adam Morgan is the author of Eating The Big Fish: How Challenger Brands Can Compete Against Brand Leaders, the international best seller that introduced the concept of challenger brands to the world of marketing. His third book A Beautiful Constraint: How to Transform Your Limitations into Advantages, and Why it’s Everyone’s Business was published in January 2015. His ideas have been widely cited as a key influence by a new generation of successful entrepreneurs and business leaders around the world. He is founder of eatbigfish, a renowned marketing consultancy that works with clients to develop their own breakthrough strategies, from Helsinki to Hanoi.
Heather Alderson Head of Planning, Unilever Worldwide and Ogilvy & Mather Group UK Heather has recently joined Ogilvy and Mather Group to head up the strategy worldwide for the Unilever business as well for Ogilvy’s UK Group of companies. The Group consists of 10 companies ranging from consultancy, design, advertising to experiential and digital. Before that she spent 19 years at Bartle Bogle Hegarty mostly in strategic roles, but more latterly in general management. She has worked on some of the world’s most famous brand campaigns including Audi, British Airways, Baileys and Dove.
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Gonzalo Figari Founder & Creative CEO of Dseis (D6) Gonzalo Figari is founder and creative CEO at Dseis (D6), a 100% independent bi-national network with 100 workers and with offices in Madrid, Valencia & Lima-Peru. Gonzalo has been a theatre and circus actor, radio DJ and TV director He has worked for brands such as Converse, Nike, Ford, Canal +, BSH, Real Madrid, Fundación BBVA, easyjet, etc. He has been a judge at many creative awards including the Cannes Lions, El Sol, Club de Creativos and Pioneering Spirit Awards and delivers lectures across the world. Hearing him present is like a “shower of optimism”.
Gerry Farrell Co-Founder of Farrell Ink For 27 years he was the senior writer and creative director at Scotland’s top agency, The Leith Agency, winning numerous awards at Cannes and D&AD as well as serving on their juries. Throw any creative problem at him and he’ll fix it.
Chris Marsh Head of Marketing RBS Group Chris joined Scottish and Newcastle (now Heineken) brewery as a media analyst after graduating from UWE with degree in Business Management. He managed many the UK’s favourite beer brands including Fosters, Beck’s and Kronenbourg 1664. Aged 30 he took a sabbatical and travelled the world returning as Head of Marketing at the Caledonian Brewery. He is currently Head of Marketing for current accounts at the RBS group. He has 2 children and likes distance running and drinking whatever people bring to his house.
Suzy Smith Global Brand Director After starting her career in Diageo and working in both local and global roles throughout 12 years in the organisation, she moved to GSK where she became Marketing Director for Lucozade in the UK. In 2012 she decided to make the move back to Scotland and after spending some time doing the commute back and forth to London, decided to fully relocate and has been working at Edrington for the past year.
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Louise Dennett Marketing Strategy Manager at Heineken Louise Dennett is Marketing Strategy Manager at HEINEKEN UK, the UK’s leading Cider and Beer business. Louise started her career agency-side working across FMCG and financial services clients. She joined Scottish & Newcastle as Marketing Manager for the company’s pub estate, progressing into roles in brand activation and category marketing. Following the acquisition of S&N Louise joined HEINEKEN, responsible for World Lagers & Heineken, highlights include leading the company’s flagship sponsorship programme of the London 2012 Olympic & Paralympic Games, Heineken Cup and UEFA Champions League.
Cathy Craig Marketing Director at Calmac Cathy is from Manchester and joined Caledonian McBrayne in January 2013 as Head of Marketing and eCommerce. Cathy has 20 years experience in a variety of change delivery and business development roles. Her previous roles include Interim Head of Marketing and SME at 2ergo group plc and Commercial Director, Director of Strategy and Training and Head of Learning and Development at DSGi Business.
Steven Pearson Marketing Director at Whyte & Mackay Steven has had a fluid career with domestic and international roles in spirits, beer and soft drinks. He started out with Allied Distillers then worked with Scottish Courage, Coca-Cola before going back to where it all began for him at Whyte and Mackay. In between times Steven also worked agency side with Planning and General Management roles, with BD in both Glasgow and London.
Charlie Smith Marketing Director at VisitScotland Charlie Smith is Director of Marketing at VisitScotland. Charlie’s career has spanned 17 years where he has worked across several industries in commercial roles for businesses such as BT, Orange, Vodafone, the Royal Bank of Scotland and OVO Energy. In recent years much of Charlie’s work has focused on helping organisations harness digital capability to sustainably grow their business and build their brand. Charlie also takes a keen interest in Social Enterprise and holds a Non-Executive position with Sport Inspired Ltd, an organisation that brings local communities together to run multi-sport events for children to help build their confidence and bring new leaders into the community.
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Sera Miller CEO at Material_Group Since, 2011 Sera has been the CEO of Material Group, where she handles the overall leadership of Material Communications Group comprising: Material UK (Experiential, Event, PR, Social), WORKS (Brand Development, Digital, Brand Activation), Material WORLD (global consultancy), Material DNA (digital sports branding) and Material CONTENT (content creation & production). Material has won awards such as Best Small Place to Work and Best Workplace in Scotland. Sera is currently completing a Masters in Creative Leadership in Berlin.
David Reid MD at Because Brands Matter David joined The Leith Agency as their first ever creative hiring and within six months he was voted Best Newcomer to British Advertising. Eight years later, David founded 1576 Ltd and as joint Creative Director helped his company gain a powerful reputation for advertising effectiveness. In February 2008, David started Because Brands Matter Ltd, an Edinburgh based brand positioning and creative consultancy. In 2009 David also took up the part time position of Marketing Director with Border Biscuits Ltd. A role which he only recently relinquished, having won the SME Client category at the 2015 Marketing Society Star Awards. He is also Head of Creative Strategy at The Lane Agency.
Jordan Laird and Ian Greenhill Founders of Something Something Ian Greenhill and Jordan Laird used to work for The Leith Agency as a creative team working with clients such as IRN BRU, Barr’s Flavours, The Scottish Government and Maxxium. They started writing short films and making pop promos at the weekends, then they found out they weren’t rubbish at it so left Leith and formed Something Something. Something Something is a content production company, which is basically bullsh!t marketing language for ‘a company that writes, creates and produces stuff for brands and bands’. With their first year they have worked with Microsoft, Tennent’s, Skyscanner, Channel 4, Island Records and Syco. Ian is the short one with a hint of sadness in his eyes. Jordan is the tall one with the face. Last year they won the Rising Creative Star Award.
Raych Campbell Creative at STV (and current Rising Creative Star) Cars are her one true love, although pizza comes a close second. She bakes, naps, runs and bikes. She is fascinated by tattoos. She is a rat mum to Steve and Frank. Bladerunner is the best. She loves working on personal creative projects with her better half, and she really like adventures.
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Sticking with the theme of amplification, we asked our speakers to tell us their all time favourite gig. Adam Morgan
Chris Marsh
Cathy Craig
David Reid
BeyoncĂŠ (Queen B!).
Radiohead, Glastonbury 1995.
Tears for Fears, Manchester Academy.
Buzzcocks supported by Joy Division at The Odeon, Edinburgh, 6th October 1979.
Suzy Smith
Steven Pearson
The Rolling Stones, Wembley.
James King and the Lone Wolves, Rainbow Rocks, Stirling.
Heather Alderson The Specials, Brixton Academy.
Jordan Laird and Ian Greenhill The National, Usher Hall.
Gonzalo Figari Glasvegas, Hampden.
Louise Dennett N*E*R*D and guests, MTV VMAs After Party.
Charlie Smith Ocean Colour Scene, Loch Lomond.
Raych Campbell Killswitch Engage and Shadows Fall, QMU, Glasgow.
Gerry Farrell Bruce Springsteen and the E-Street Band, Edinburgh Playhouse.
Sera Miller The Killers, King Tut’s.
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Creative by
Marketing Society Scotland Event Dates 2015
September 9th – Inspiring Minds – Inspiring Creativity. Speakers include: Sera Miller, CEO, Material Group and Dougal Wilson, commercial and music video director The Lighthouse, Glasgow. September 10th – Albion Dinner with Sarah Warby, Marketing Director of Sainsbury’s. The Heights Restaurant at Apex International Hotel, Edinburgh.
October 1st – Digital Day. Drygate Brewery, Glasgow. Speakers include: Lesley Eccles, Co-Founder, Fanduel, Craig Hepburn, Global Director (Social & Digital Media), Microsoft, Nathalie Nahai, The Web Psychologist and Tiffany St James, Executive Director of BIMA. October 22nd – Albion Dinner with Mark Hogarth, Creative Director of Harris Tweed, Blythswood Square, Glasgow.
Full details of all events are on the website www.marketingsociety.com
November 12th – Inspiring Minds: Inspiring Results, Edinburgh. November 25th – Annual Conference & Dinner, London. Speakers include: Serial entrepreneur, Luke Johnson, Author and philosopher, Alain de Botton and CEO of The FA, Martin Glenn. November 26th – St. Andrew’s Day Dinner, The Balmoral, Edinburgh. Speaker: David Eustace, photographer and director.
December 10th – Inspiring Minds – Inspiring Presentations, Hudson Offices, Edinburgh. December 10th – Christmas Drinks, Innis & Gunn Beer Kitchen, Edinburgh.