MARKETING LEADERS PROGRAMME ASIA 2018
INSPIRING GREAT MARKETING LEADERS
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CONTENTS Introduction
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Who will benefit
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The creators
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Programme outline
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Module 1: Insight, Purpose & Partnership
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Module 2: Driving Performance
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How to apply & booking information
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INTRODUCTION
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The Marketing Society, together with Brand Learning, has developed the Marketing Leaders Programme (MLP) as a unique development experience for high potential individuals who are preparing for senior marketing leadership roles. Now in its 4th year in Singapore, the programme blends both marketing and people leadership skill development. It is delivered by eminent industry leaders and leadership experts and is designed to help shape the great global marketing leaders of tomorrow. The strength of the programme lies in the way we bring together today’s marketing leaders with those of tomorrow, in an open environment. Enabling frank and honest discussions between our participants and globally renowned speakers.
THIS YEAR’S SPEAKERS INCLUDE: RICHARD BLEASDALE Managing Partner Asia Pacific The Observatory
ERICA KERNER VP Marketing Communications Tiffany & Co.
CLAIRE CHIANG Co-Founder & SVP Banyan Tree
SHEKAR KHOSLA Chief Commercial Officer Kellogg’s
FREDDIE COVINGTON-CORBETT SVP Marketing Asia Pacific Visa
MEL LANE GM Aviation Shell
AW KAH PENG GM Ethylene Oxide & Glycols Shell
TRICIA WEENER Global Head of Marketing HSBC
NIHAL KAVIRATNE CBE Chairman AkzoNobel India Pvt
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“Great selection of speakers combined with excellent facilitation and super relevant content. Highly recommended!” KAREN LEE DIRECTASIA
WHO WILL BENEFIT
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The programme addresses the strategic, commercial and leadership challenges facing senior marketers and their teams today. It is designed around Brand Learning’s Customer-Centred Leadership Framework and looks at what marketing leaders need to do (technical marketing skills) and how they need to be (behavioural skills) in a fast-changing world. After attending the course previous delegates have returned to their businesses with renewed energy and confidence that has inspired the whole team. They have brought a fresh leadership perspective, new ways of working, a greater capacity for their workload and an invaluable business network.
OBJECTIVES 1. To provide insights and tools to help marketers handle the challenges involved in succeeding as a marketing leader. 2. To strengthen the strategic marketing skills and leadership behaviours of senior marketers.
3. To build awareness of best practice marketing activity and marketing leadership in a range of other companies and industry sectors. 4. To support each other in the development of a personalised marketing leadership action plan.
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THE CREATORS The programme has been devised following intensive consultation with some of the world’s most successful marketing leaders and draws on the experiences, challenges and difficulties they have encountered throughout their careers. It also harnesses the wisdom and experience of The Marketing Society’s senior members and Fellows, whilst utilising the capability development skills of Brand Learning. THE MARKETING SOCIETY SOCIETY
BRAND LEARNING LEARN- STEVE RADCLIFFE ING ASSOCIATES
Founded 58 years ago, The Marketing Society now has a membership of 3,000 senior marketers in Europe, Asia, the Middle East and the US and has become one of the most influential drivers of marketing in the business community. The Society challenges its members by pursuing its purpose to inspire bolder marketing leadership.
Steve Radcliffe is the creator of the Future - Engage Deliver (FED) approach to leadership, defined by The Times as ‘the no-nonsense approach, shaking up the world of leadership’. Tools and thinking from FED have contributed to the design of the programme.
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Brand Learning, now part of Accenture, the global experts in building capabilities of people and organisations to deliver customer-centred growth. Brand Learning supports over 160 multinational companies across 60 countries, to inspire and strengthen their performance in Marketing, Sales, Digital, HR and Leadership. xxxxxxxxxxxxx xxxxxxxxxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxxxxxxxx
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PROGRAMME OUTLINE
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Participants can expect to enjoy a fully immersive, programme spanning across two modules. All sessions will offer stimulating perspectives, blended with stretching sessions of self-discovery, led by our expert leadership coaches. PRE-WORK PROGRAMME PREPARATION - FEBRUARY, 2018 MODULE 1: INSIGHT, PURPOSE AND PARTNERSHIP
MODULE 2: DRIVING PERFORMANCE
MARCH 21-23, 2018
MAY 2-4, 2018
GENERATING INSIGHT What the future of marketing and business looks like; a deep dive into new ways of generating strategic consumer understanding; the discovery of one’s own personal values as a basis for becoming a leader.
DRIVING PERFORMANCE How to deliver financial, customer and team performance; the skills to set the right metrics and the positive, resilient mindset needed to make things happen.
DEFINING PURPOSE Establishing an inter-related sense of personal, team and brand purpose to drive internal commitment and external customer engagement.
CASE STUDY Playing the role of an incoming CMO, delegates address the real-life challenges this business actually confronted.
BUILDING PARTNERSHIPS How to build partnerships required to deliver purpose through the nurturing of authentic relationships.
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“Surpassed expectations. Intimate and a very transformative experience.” LEIGH ALLEN ESPN
MODULE 1
MODULE 1: INSIGHT, PURPOSE & PARTNERSHIP We begin with an introduction to marketing leadership and discuss the importance of creating an inspiring sense of purpose. DAY 1: INTRODUCTION & INSIGHT
MORNING
WELCOME AND PARTICIPANT INTRODUCTIONS Andy Bird, Leadership Consultant & Co-Founder - Brand Learning Harriet de Swiet, Vice Chair of The Marketing Society APAC & Managing Director APAC - Brand Learning GROWTH DRIVERS Erica Kerner, VP Marketing & Communications - Tiffany & Co. Harriet de Swiet, Managing Director APAC - Brand Learning Erica and Harriet will discuss the findings from the globally conducted Growth Drivers study, along with the implications for marketing leaders as they drive commercial organisational growth.
AFTERNOON
GROUP EXERCISE AND DE-BRIEF Delegates define their individual marketing leadership objectives and the implications for their roles. PERSONAL INSIGHT Andy Bird, Leadership Consultant & Co-Founder - Brand Learning Andy encourages participants to get in touch with what they care about and believe in. This session will encourage personal insight and inspiration to fuel people’s future leadership agenda. CONSUMER INSIGHT A senior leader will talk about the new ways that organisations are now finding and leveraging insight, and how to make sure that insight is driving business decisions.
EVENING
GROUP DINNER
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MODULE 1
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MODULE 1: INSPIRING PURPOSE DAY 2: DEFINING A PURPOSE MORNING
BECOMING A BUSINESS LEADER Mel Lane, General Manager Aviation - Shell Mel looks at the strategic role that marketing plays in driving business performance and the importance of focusing marketing leadership on the consumer. DISCOVERING YOUR PERSONAL PURPOSE Andy Bird, Leadership Consultant & Co-Founder - Brand Learning In this session, Andy will talk about the importance in providing strategic direction for an organisation. He will also help delegates discover their personal purpose to provide energy for their own leadership journey.
AFTERNOON
BUILDING CUSTOMER RELATIONSHIPS Freddie Covington-Corbett, SVP Marketing Asia Pacific - Visa The pace and nature of building relationships with customers and consumers is changing rapidly and the implications for marketing leaders is significant. Freddie will talk about her experience in doing this from her time at Twitter and Visa. DISCOVERING YOUR PERSONAL PURPOSE (CONTINUED) Andy Bird, Leadership Consultant & Co-Founder - Brand Learning
EVENING
GROUP DINNER
MODULE 1
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DAY 3: BUILDING PARTNERSHIPS
MORNING
BUILDING PARTNERSHIPS Aw Kah Peng, GM Ethylene Oxide & Glycols - Shell Kah Peng has built partnerships that have spanned decades during her time at EDB, Singapore Tourism Board and Shell. In this session, she will share her experiences, focusing on how she has developed relationships for the long-term and how we need to behave as leaders. BUILDING PARTNERSHIPS Andy Bird, Leadership Consultant & Co-Founder - Brand Learning Andy introduces principles and techniques to help participants rethink the way they build working relationships with people throughout the business.
AFTERNOON
LEADING AGENCY PARTNERSHIPS Richard Bleasdale, Managing Partner Asia Pacific - The Observatory Richard will talk about the importance of building effective partnerships with agencies, and will explore ways of building partnerships to deliver success for both parties. PERSONAL ACTION PLANNING, MODULE 1 REVIEW Participants relate their learning from the workshop back to the issues they face on the job.
CLOSE
MODULE 2
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MODULE 2: DRIVING PERFORMANCE We kick-off the second module by re-grouping over dinner on May 2, 2018. We then begin a stimulating two days, looking at the challenges of delivering personal and commercial performance. DAY 0: REVIEW
EVENING
REVIEW OF LEARNING Andy Bird, Leadership Consultant & Co-Founder - Brand Learning Harriet de Swiet, Managing Director APAC - Brand Learning Andy and Harriet reconnect the group over dinner by sharing their experiences of what’s worked well and what they’ve found to be more challenging in their day-to-day roles since module 1.
DINNER
MODULE 2
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DAY 1: INTRODUCTION
MORNING
FROM PURPOSE TO PERFORMANCE Claire Chiang, Co-Founder & Senior Vice President - Banyan Tree Claire brings a unique perspective on how we need to apply purpose in order to drive performance and she will share how she has led the creation and evolution of the Banyan Tree brand in doing so. DELIVERING THROUGH OTHERS Andy Bird, Leadership Consultant & Co-Founder - Brand Learning Andy helps the delegates reflect on the challenges they face in delivering high performance through other people. Tools and techniques are shared to help leaders improve their ability to coach their teams and to strengthen their competence and confidence as marketers.
AFTERNOON
LEADING FOR PERFORMANCE Tricia Weener, Global Head of Marketing - HSBC Tricia shares her perspective on the everyday challenges faced by Marketing VPs or CMOs in today’s fast-paced competitive commercial environment in order to deliver the commercial agenda. BEING AT OUR BEST AS LEADERS Andy Bird, Leadership Consultant & Co-Founder - Brand Learning In this session Andy focuses on self-awareness, helping delegates to be at their best more of the time. ISSUES CLINIC This session will be practical and supportive in addressing any live issues the participants are facing in their current roles.
EVENING
GROUP DINNER
MODULE 2
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MODULE 2: DRIVING PERFORMANCE
DAY 2: DRIVING PERFORMANCE
MORNING
REVIEW OF LEARNING Andy Bird, Leadership Consultant & Co-Founder - Brand Learning Harriet de Swiet, Managing Director APAC - Brand Learning Andy and Harriet reconnect with the group to hear their thoughts on the sessions they’ve heard so far. CASE STUDY Shekar Khosla, Chief Commercial Officer - Kellogg’s Shekar sets up a real life scenario he faced in a new role. The delegates then have the opportunity to think through how they would approach the challenges and opportunities, integrating and applying their learnings from the overall programme.
AFTERNOON
BEING A GREAT MARKETING LEADER Nihal Kaviratne CBE, Chairman - AkzoNobel India Pvt Over lunch Nihal will conclude the programme by highlighting the strategic role marketing can play in driving commercial business performance and the impact individuals can have on a business by being ambitious, bold and customer-centred. REVIEW AND ACTION PLANNING Participants relate their learnings from the workshop back to current issues they are facing in their jobs and develop a final action plan.
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“I enjoyed the workshop thoroughly - very inspiring, energising and extremely applicable to action immediately.” BERNICE NEO TWITTER
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HOW TO APPLY If you are an experienced marketer looking to boost your career or have recently moved to a more senior marketing position, apply now. To ensure participants have compatible levels of experience and seniority, sponsorship from a leader within the business is required upon application. VENUE Hotel Fort Canning, 11 Canning Walk, Singapore 178881 COST The cost per participant is $10,950 SGD +VAT. • The cost is non-residential but includes facilitation and food. A residential option is available upon request. • For members of The Marketing Society, a complimentary renewal is included as part of the programme. For non-members, a years’ complimentary membership is rewarded upon completion of the course. • Singapore based applicants may now be applicable to reimbursements for the programme through Singapore’s Productivity & Innovation Credit (PIC) scheme. Individuals can claim for either a 40% cash payout or for the programme to contribute towards taxable deductions of up to 400% across the year. For further details please visit: www.iras.gov.sg/ irashome/Schemes/Businesses/Productivity-and-Innovation-Credit-Scheme/Six-QualifyingActivities-under-PIC/Training-of-Employees BOOKING INFORMATION The application deadline is Friday 16th February 2018. To apply or for more information: Lauren Hall +44 20 3327 9811 (lauren@marketingsociety.com) Doreen Lee +65 6549 7935 (doreen.lee@brandlearning.com)
OTHER LOCATIONS
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UK:
USA:
Module 1: February 28 - March 2, 2018 Module 2: April 19 -20, 2018 Module 3: May 17 -18, 2018
Module 1: September, 2018 (date tbc) Module 2: October, 2018 (date tbc)
Applications are now open, visit: www.marketingsociety.com/the-gym/international-mlp www.brandlearning.com/what-we-do/marketing-leaders-programme
THE MARKETING SOCIETY 8 WALDEGRAVE ROAD TEDDINGTON MIDDLESEX TW11 8GT + 44 20 8973 1700 WWW.MARKETINGSOCIETY.COM
BRAND LEARNING LTD BURGOINE QUAY 8 LOWER TEDDINGTON ROAD HAMPTON WICK KT1 4ER + 44 208 614 8150 WWW.BRANDLEARNING.COM