Capgemini Futures Forum: The Digital Evolution of Marketing

Capgemini Futures Forum the way we see it

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Capgemini Futures Forum The Digital Evolution of Marketing 19th June 2013 Altitude 360, Millbank Tower, London

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Rick Freeman

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Director of Business Innovation Vice President at Capgemini Consulting

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Welcome to our Futures Forum! The Futures Forum is a platform for industry leaders, technologists and others at the forefront of business and technology change to share insight and experience. The goal of the Futures Forum is to provoke debate about the opportunities and challenges presented both by the rapid evolution of new business and new service delivery models and by the multitude of new ways of interacting with people in the digital world.

The new consumer has a high expectation of realtime personal services. Delivering on that expectation is the permanent challenge.

Smart businesses are thinking strategically and longterm about technology to improve their relationships with customers. The shape of the digital future may be uncertain, but its arrival is unquestioned.

Reaping the benefits and avoiding the pitfalls requires adopting a coherent and comprehensive approach to this future.

The fundamental challenges that leaders face - from protecting the brand to sustaining growth and improving profitability - have not changed significantly over the past 10 years; they have just become more pressing….

Together with “The Marketer”, we are keen to explore the digital evolution of marketing and discover how to use digital to put customers physically at the heart of your business by understanding:

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How to draw insights from data and respond quickly How to optimise the digital customer experience How to leverage social media How to manage multiple channels

To test these concepts, we will also have a series of interactive workshops with some of our digital technology partners, including Badgeville, Bazaarvoice, Salesforce and Teradata eCircle.

I am also delighted to welcome several exciting and compelling speakers to this event. Greg Nugent, the London 2012 Brand, Marketing and Culture Director will explore the impact of digital on the London 2012 Olympic Games. Jeremy Caplin, CEO of Aprais will explain how to improve marketing’s accountability through digital insight. Thomas Brown, Head of Insights from the Chartered Institute of Marketing, will discuss how CMOs can now drive the growth agenda.

I very much hope you enjoy the event, and I look forward to meeting you.

Rick Freeman Director of Business Innovation Vice President at Capgemini Consulting

Biography Rick is a Senior Vice President at Capgemini Consulting, where he has recently been appointed Director of Business Innovation. His remit is to provide an advisory service to Capgemini’s clients by exploring with them the impact of the new digital capabilities on their business models. Specifically, how the emerging digital capabilities will impact both the front and back offices, creating new opportunities for competitive advantage.

As Director of Business Innovation, Rick’s remit is to ‘read the signs of the times’ and provide Capgemini’s clients with real cutting edge insight into the forces that will shape and direct businesses within the next 3-5 years. Rick is an expert in spotting the key global political, economic, social and technological trends and translating them into usable business insight.

This new role follows the ground breaking work Rick was previously engaged in as the Head of Capgemini’s Financial Services practice. Over a two year period, from a zero base, he successfully re-established Capgemini as a major force in the UK FS marketplace. Prior to this, Rick led the Finance & Employee Transformation (FET) practice at Capgemini Consulting where he both doubled the size of the practice to 140 heads and doubled the profitability.

A psychologist by background, Rick’s specialism is in the leadership of organisational transformation. Rick is an expert in transformation and business innovation, with excellent communication skills, personal presence and flexible style. A highly accomplished leader, Rick has a proven track record of selling and delivering programme management and transformational change.

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Agenda < Previous

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8:30 – 9:00

Registration and breakfast

9:00 – 9:10

Welcome: Rick Freeman Director of Business Innovation, Vice President Capgemini Consulting

9:10 – 9:30

Speaker: Disruption, the CMO and the growth agenda Thomas Brown, Associate Director, Research and Insights, CIM

9:30 – 10:10

Workshop session 1: How do customers want to interact with us?

Salesforce, Bazaarvoice, Capgemini

2x 20 mins

Partners Round table discussions/ tradeshow

10:10 – 10:30 Coffee 10:30 – 11:00 Speaker: The evolving role of Marketing and the impact of Digital on it

Jeremy Caplin, CEO at Aprais Ltd

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11:00 – 11:40 Workshop session 2: Changing the way we interact with

our customers

Badgeville, Teradata eCircle, Capgemini

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Partners Round table discussions/ tradeshow

11:40 – 12:00 Keynote Speaker: The Digital Evolution & The Revolution To Come

Greg Nugent, LOCOG brand, Marketing and Culture Director 12:00 – 12:30

Panel with Thomas Brown, Greg Nugent & Jeremy Caplin Moderated by Rick Freeman Director of Business Innovation, Vice President Capgemini Consulting

12:30 – 13:30 Lunch and networking

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LOCOG brand, Marketing and Culture Director

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Presentation Summary

Biography

The Digital Evolution & The Revolution To Come

Greg begun his marketing career at the Nationwide Building Society and went on to hold senior marketing roles at Weetabix and GlaxoSmithKline before joining Eurostar in 2003.

Greg Nugent will take us through the London 2012 campaign for public support for the Games and the critical role that digital communications had at building a ‘games for everyone’. He will also reference the way that data was used when he volunteered to work on the Obama 2012 campaign.

On top of these Greg will take us through his thoughts on the evolution that has taken place over the last decade and make predictions for the revolution ahead: big data and the transfer of budget towards marketing, not away from it.

Greg Nugent

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His tenure at Eurostar was dotted with marketing successes, playing a key part in the management team that doubled the value and volume of the Eurostar business between 2003 and 2008. Highlights include Eurostar’s 2006 tie-up with blockbuster movie ‘The Da Vinci Code’, which went on to win several global awards for effectiveness and ‘Tread Lightly’, Eurostar’s commitment to cut carbon dioxide emissions, which was

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Having led the campaign behind Eurostar’s historic move from Waterloo to St Pancras International in 2007, Greg went on to commission Shane Meadows’ award winning film ‘Somers Town’. Greg was Executive Producer of the film and the film went on to win Best Actor awards at Tribeca Film Festival along with Best Film and The Michael Powel Award at the Edinburgh Film Festival. In 2008 Greg left Eurostar to join the Prince of Wales office at Clarence House, where he founded ‘Start’, an initiative dedicated to helping people live a more sustainable lifestyle. He was founding CEO of Start.

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championed by Greg and launched in April 2007.

Greg is Deputy Chair of The Join In Trust, a charity set up by himself and Sir Charles Allen in 2012. The objective behind ‘Join In’ was to harness the spirit of 2012 and convert this into increased volunteers in local sports clubs. On the back of the success of the Games Makers the ‘Join In Weekend’ in 2012 was attended by over 350,000 people and generated over 32,000 new volunteers in local sports clubs. The Trust is now building ambitious plans for 2013 where it aims to become the home of the Games Makers. Greg is a committed creative and strategist who believes that most brands can be inspired by the achievements of London 2012.

To reflect his contribution to the Olympic movement the International Olympic Committee awarded Greg the ‘Olympic Order of Merit’ in August 2012.

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In May 2009 he joined London 2012 as Brand, Marketing and Culture Director, reporting to the CEO, Paul Deighton. At LOCOG Greg was accountable for a number of key deliverables that contributed to the success of the London Olympics and Paralympics.

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The evolving role of Marketing and the impact of Digital on it

CEO of Aprais Ltd., Jeremy is a highly-motivated senior communications professional with 23+ years of experience in both client side and agency management.

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But family always comes first.

He has been a guest speaker, most recently at WARC’s Map2013 in London and the WFA’s Global Compag Event in Berlin in 2011.

He has had the honour and privilege to be a Judge at both the BTAA (British Television Advertising Awards) and the IPA Effectiveness Awards amongst others.

He has also been the winner of various awards, most notably Grand Prix, Gold and ‘Dedication to Measuring Effectiveness’ at the IPA Effectiveness Awards and ‘Brave Client of the Year’ at the Campaign Media Awards. He was also shortlisted for the Marketing Society’s ‘Marketer of the Year’ Award.

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He has worked at some of the world’s most high-profile companies with a strong record in measurement and strategic Marketing & Communications. Jeremy has operated as Global, European and Local Marketing Director at Companies such as P&G, Reckitt Benckiser, Nestlé and monster.com and has been Head of Marketing Solutions at dunnhumby. He is British but has lived in Italy for 10 years and worked and travelled globally.

Jeremy’s home is in Kew, West London where he lives with his Italian wife and two sons. Watching rugby, drinking red wine and talking about it are two of his passions. He has also managed to drag himself around the London Royal Parks ½ Marathon and for no good reason has signed up to do so again.

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CEO of Aprais Ltd.

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Presentation summary

The role of marketing and the skills it requires has always been under evolution but some would now say it is a revolution. Driving this has been the advent of the ‘digital age’ and the opportunities and challenges it brings with it. This presentation intends to give a flavour of the evolutionary and revolutionary journey marketing is on. It will touch on how marketing ‘going digital’ leads to an increasing requirement for data literacy and multiple stakeholder management and engagement. The latter includes a need to embrace IT as a key stakeholder and enabler within an organisation.

Jeremy Caplin

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Thomas Brown

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Biography

Disruption, the CMO and the growth agenda

Thomas has held several roles with the CIM, including business development manager, customer propositions manager and research projects manager. In his role as associate director of research and insights, Thomas develops practical, actionable ideas that help marketers and their firms perform better. In this capacity, Thomas is a regular advisor to marketing, brand and capability leaders. He also represents the CIM at conferences, with the media and with CMOs working for global businesses.

It’s June 2013 and marketing is weathering something of a ‘perfect storm’: notwithstanding the macro-economic turbulence of recent years, longerterm trends have continued to bubble under the surface and are causing more than just ripples today.

The changing role of brand, the growing importance of customer experience management, the digital and technological revolution, advancements in data and analytics (to name just a few) – these are all having profound impact on market, customer and competitor dynamics, and as organisations shift focus from ‘survival’ to ‘growth’, this disruption is re-shaping the role of the CMO and the whole marketing function.

Thomas Brown, Associate Director of Research and Insights at CIM, will open the morning with an overview of the current marketing landscape, and the challenges facing marketing leaders in helping to fuel growth.

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Associate Director, Research and Insights, Chartered Institute of Marketing (CIM)

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Workshop session 1: How do customers want to interact with us? < Previous

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Rudy Saldivar

Rick Freeman

Paul Taylor

VP of Sales, UK, Bazaarvoice

Director of Business Innovation Vice President at Capgemini Consulting

Regional Vice President, Salesforce Marketing Cloud

“Customer Centricity in a Social World”

“CMOs and CIOs, friends or foes in the digital world? “

“Social Technology and the Impact on Customer Engagement”

Bazaarvoice will explore how to get the most value from each customer interaction - for internal stakeholders as well as value returned to your customers. This will be an open forum discussion where we will bring to light the key questions to consider when becoming more customer centric.

The digital revolution has resulted in a step change in customer expectations, this is a given. What is sometimes less well understood is that in order to successfully meet customers digital expectations and maximise the potential advantages of digital, organisations must not only adapt their customer experience but also have strong digital vision, governance and operations. But within an organisation, who should be in control of the digital direction? Marketers who are closest to customer expectations, or IT, who understand the tools required for digital transformation? Drawing on the outputs of Phase 2 of the Capgemini/MIT research collaboration Rick Freeman, Head of Capgemini Consulting UK Marketing and Innovation, leads a discussion on how these two groups interact with each other in the brave new digital world.

New technology and shifting consumer behaviour mean large organisations need to adapt in a changing world. This discussion led session will explore key thinking points for companies looking to maximise customer engagement.

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Workshop session 2: Changing the way we interact with our customers < Previous

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Simon Bowker

Guy Cookes

Scott Schnaars

Country Manager, Teradata

Digital Sales and Marketing Consultant Capgemini UK

GM EMEA, Badgeville

“Integrating processes, insight, messages, channels, and the overall customer experience for maximum ROMI”

“Putting the Customer at the Centre of your Organisation with Big Data and the All Channel Experience”

“Level Up - Gamification for Customer and Employee Engagement”

The multi-channel world has turned omni-channel and whilst the use of a particular channel alone may not lead to a direct sale it may still heavily influence it. Marketers therefore need real-time decisioning and real insight to ensure they engage customers with personalised and relevant offers at the right time and via the right channels. A data-driven and integrated marketing strategy will equip marketers with the insight and tools necessary. Attend the Teradata eCircle workshop session and learn how to: n Utilise all customer interactions n Orchestrate omni-channel personalisation n Personalise: at the right time with the right message in the

right context

This discussion led session will stimulate your thoughts around applying Big Data and Cloud Technologies to genuinely engage your customers and put them at the centre of your organisation through the All Channel Experience.

Gamification is the hottest trend in marketing today. Companies from Oracle to Microsoft to Home Shopping Network to DMGT are leveraging gamification to recognise and reward their best customers. This session will provide a hands on approach to learning more about how to apply this in your organization.

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Capgemini Futures Forum the way we see it

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For more details contact: Rick Freeman Director of Business Innovation Vice President at Capgemini Consulting Tel: + 44 (0) 870 904 5529 rick.freeman@capgemini.com Hilary Croft Head of UK Marketing & Communications Capgemini UK Tel: + 44 (0) 870 195 1282 hilary.croft@capgemini.com Guy Cookes Digital Sales and Marketing Consultant, Capgemini UK Tel: + 44 (0) 870 238 2493 guy.cookes@capgemini.com

Sally Hunter Marketing Manager, Capgemini UK Tel: + 44 (0) 870 238 2858 sally.hunter@capgemini.com Kay Weatherley UK Marketing Events Manager, Capgemini UK Tel: + 44 (0) 870 366 0829 kay.weatherley@capgemini.com

About Capgemini With more than 125,000 people in 44 countries, Capgemini is one of the world’s foremost providers of consulting, technology and outsourcing services. The Group reported 2012 global revenues of EUR 10.3 billion.

Together with its clients, Capgemini creates and delivers business and technology solutions that fit their needs and drive the results they want. A deeply multicultural organization, Capgemini has developed its own way of working, the Collaborative Business ExperienceTM, and draws on Rightshore®, its worldwide delivery model.

Learn more about us at

www.capgemini.com The information contained in this document is proprietary. ©2013 Capgemini. All rights reserved.

Rightshore® is a trademark belonging to Capgemini.

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