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Welcome to another episode of "BeenThereDoneThat WhereNext?" - a series by BeenThereDoneThat, where our host and co-founder, David Alberts, delves into conversations with industry experts.

In this episode, 'The future of brands: the long and short of it?', David sits down with Fernando Machado, previously CMO at Burger King, Restaurant Brands International and Activision Blizzard.

Fernando discusses the need for marketers to gain credibility by delivering results in the short term in order to be free to deliver on the brand for the long term.

In each episode of this series, David poses three questions to his guests:

1. What’s the biggest challenge you are facing today?
2. In an ideal world, where do you imagine this could go?
3. What’s the first step you would take to get us to where we need to be?

Welcome to another episode of "BeenThereDoneThat WhereNext?" - a series by BeenThereDoneThat, where our host and co-founder, David Alberts, delves into conversations with industry experts.

In this episode, 'How Innovation, Service, Technology and Marketing can save lives’, David sits down with Dan Gao, Chief Growth Officer at TSI Group.

Dan has worked in Nutrition for over 20 years and has seen first hand the impact that innovative products, service and now technology can have on people's lives. Her role as a marketer is to communicate these medical benefits in a way that more people can understand so she can help more people benefit.

In each episode of this series, David poses three questions to his guests:

1. What’s the biggest challenge you are facing today?
2. In an ideal world, where do you imagine this could go?
3. What’s the first step you would take to get us to where we need to be?

Welcome to another episode of "BeenThereDoneThat WhereNext?" - a series by BeenThereDoneThat, where our host and co-founder, David Alberts, delves into conversations with industry experts.

In this episode, 'Clarity, Culture, and Collaboration. The keys to getting the Global-Local balance right for your company’, David sits down with Lisa Gilbert, Vice President of Global Marketing at Kyndryl.

Lisa discusses the healthy and sometimes unhealthy tension that exists in marketing organisations and the need for clarity about the structure of an organisation to understand how to structure the marketing teams.

In each episode of this series, David poses three questions to his guests:

1. What’s the biggest challenge you are facing today?
2. In an ideal world, where do you imagine this could go?
3. What’s the first step you would take to get us to where we need to be?

Welcome to another episode of "BeenThereDoneThat WhereNext?" - a series by BeenThereDoneThat, where our host and co-founder, David Alberts, delves into conversations with industry experts.

In this episode, 'The war on talent never ceases’, David sits down with Brandon Gutman, Co-Founder & Co-CEO of Brand Innovators.

Brand Innovators is an organisation that runs over 200 events for CMOs around the world, and Brandon believes that the CMOs who will stay ahead of the market are those who can win the race for talent by creating an internal culture that attracts and motivates the best talent in the market.

In each episode of this series, David poses three questions to his guests:

1. What’s the biggest challenge you are facing today?
2. In an ideal world, where do you imagine this could go?
3. What’s the first step you would take to get us to where we need to be?

Welcome to another episode of "BeenThereDoneThat WhereNext?" - a series by BeenThereDoneThat, where our host and co-founder, David Alberts, delves into conversations with industry experts.

In this episode, ’Does marketing have an identity crisis?’, David sits down with Dom Grounsell, Chief Commercial Officer & NED.

Dom, with a stellar career in several C-Suite roles, shares his belief that the CMO’s role is primarily a commercial one. He discusses what is needed to be successful as a marketer and to successfully transition to other roles within an organisation.

In each episode of this series, David poses three questions to his guests:

1. What’s the biggest challenge you are facing today?
2. In an ideal world, where do you imagine this could go?
3. What’s the first step you would take to get us to where we need to be?

Welcome to another episode of "BeenThereDoneThat WhereNext?" - a series by BeenThereDoneThat, where our host and co-founder, David Alberts, delves into conversations with industry experts.

In this episode, ‘It’s time to go on consumer safari and hunt down some genuine Insights’, David sits down with Tony Barr, VP International Marketing and Ex-PepsiCo/Meta/Unilever/Wendy’s.

Everybody talks about being consumer centric. Tony talks about actually going out and meeting them in the wild.

In each episode of this series, David poses three questions to his guests:

1. What’s the biggest challenge you are facing today?
2. In an ideal world, where do you imagine this could go?
3. What’s the first step you would take to get us to where we need to be?

Welcome to another episode of "BeenThereDoneThat WhereNext?" - a series by BeenThereDoneThat, where our host and co-founder, David Alberts, delves into conversations with industry experts.

In this episode, ‘We’re better when we’re together’, David sits down with Michelle Hillman, Chief Campaign Development Officer at Ad Council.

Michelle believes the secret to solving the many issues we face in society starts with bringing the best people in our industry together to do what we do best: marketing.

In each episode of this series, David poses three questions to his guests:

1. What’s the biggest challenge you are facing today?
2. In an ideal world, where do you imagine this could go?
3. What’s the first step you would take to get us to where we need to be?

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What you get in the pack

• All School of Athens Newsletters published in Q1 2024.
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If you would like to find out more about BeenThereDoneThat or contribute in a Newsletter, Where Next Interview or a Webinar, please reach out to enquiry@beentheredonethat.co

Welcome to another episode of "BeenThereDoneThat WhereNext?" - a series by BeenThereDoneThat, where our host and co-founder, David Alberts, delves into conversations with industry experts.

In this episode, 'What is Marketing and what can it help achieve?', David sits down with Julian Marsili, Founder at Like There Is a Tomorrow.

According to Julian Marsili, founder of the consultancy "Like There Is a Tomorrow," short-term thinking leads to decreased attention spans both externally and internally. It's time to get back to understanding what problems we are solving rather than focusing on what targets we are ticking off.

In each episode of this series, David poses three questions to his guests:

1. What’s the biggest challenge you are facing today?
2. In an ideal world, where do you imagine this could go?
3. What’s the first step you would take to get us to where we need to be?

Welcome to another episode of "BeenThereDoneThat WhereNext?" - a series by BeenThereDoneThat, where our host and co-founder, David Alberts, delves into conversations with industry experts.

In this episode, 'Creating a safe space within a marketing department to foster creativity', David sits down with Rupert Ellwood, CMO, CEO and NED.

Rupert is the former CMO of Waitrose and descendant of a four-generational retail family, discusses the necessity for businesses to differentiate themselves in order to thrive.

In each episode of this series, David poses three questions to his guests:

1. What’s the biggest challenge you are facing today?
2. In an ideal world, where do you imagine this could go?
3. What’s the first step you would take to get us to where we need to be?

Session details

Tuesday, April 2nd, 2024 | Available to Watch Now On Demand - Virtual

In this session the panel discuss how premiumisation has become a key theme for many mass market businesses in the last year - but how can you be premium and mass at the same time? And if premiumisation is about baking in extra perceived value, where & how should brands be imparting this value?

Join us for an eye-opening discussion on Mass Market Premiumisation and its implications for businesses, as we delve into the evolving definition of 'premium' and explore effective strategies for standing out in a saturated market.

Don't miss the opportunity to gain valuable insights from our expert panellists and discover the role of marketing in unlocking the potential of premiumisation. Register now to watch the webinar on-demand.
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Sign up below!

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When you submit the form above you will be redirected to the recorded session. Make sure you sign up so that you can access the recording as well as key takeaways and additional resources from the session.

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What you can expect to take away from the session

Key Takeaways:

1. Understand the importance of premiumisation for mass-market brands and learn how to identify opportunities for adding perceived value to products or services.
2. Discover the key factors for successful premiumisation, including customer needs analysis and delivering value that justifies premium pricing.
3. Explore strategies for maintaining a strong core brand while expanding into premium offerings, ensuring your brand remains competitive and differentiated.
4. Gain insights into the role of customer service in creating a premium experience and building brand equity, focusing on holistic customer propositions and elevating the experience beyond product features.
5. Learn about the significance of customer experience, personalization, and moments of truth in the premiumisation process.
6. Recognize the essential role of marketing in driving premiumisation success and the importance of understanding cultural nuances and generational preferences when developing premium strategies.

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Speakers

Dan Gibson

Managing Director at BeenThereDoneThat

Having been a grad at BBH, former global lead on adidas and on Dove Digital, as well as MD at Ogilvy and Havas in Singapore - Dan became convinced that clients needed a different kind of agency model – one that delivered truly world class thinking in the client’s specific problem.

Dan has been partnering with BeenThereDoneThat clients across category since 2018.

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Lara Purcell

Panelist

Marketing Director / Brand Director

Lara is a versatile and solution focused Marketing Director/ Brand Director with over 20 years’ in-depth experience working in fast paced, complex and rapidly evolving organisations in Retail, Brand Marketing and Innovation Development Leadership.

Throughout her career she has demonstrated an unrelenting commitment to delivering profitable retail and brand growth, launching differentiated customer propositions and market leading innovation, and delivering significant ROI from marketing communications across multiple channels, over career with WBA (Walgreens Boots Alliance, formerly Boots UK), Holland & Barrett and Bensons for Beds.

Her time as Global Brand Director for No 7 (Boots)  - a market leading masstige Beauty brand - created the opportunity to orchestrate some world class product launches such as No 7 Protect and Perfect Advanced Serum,  building up best practice of cross-functional leadership, effectively building and managing teams to achieve business objectives, drive forward efficiencies, maximise performance, streamline processes and execute with excellence.

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Craig Jackson

Panelist

Global Brand Director at Maker's Mark, Beam Suntory

Craig Jackson is an accomplished marketing professional with a diverse background in the spirits and retail industries. Currently serving as the Global Brand Director for Maker's Mark at Beam Suntory, Craig is responsible for overseeing the strategic direction and growth of this iconic bourbon brand.

His career spans multiple roles, including Digital Brand Director and Brand Specialist at Nike, where he led brand creative, experiences, and commerce for Nike Basketball having previously worked on global football initiatives. Prior to that, Craig served as the Global Brand Merchandising - Digital Customization lead at Converse and worked in Brand Marketing at Seated.

Abigail Comber

Panelist

VP Marketing and Patient Experience at HCA Healthcare UK

Abi Comber is an experienced Chief Marketing Officer with a diverse background in marketing, customer experience, and brand management. Currently serving as the VP Marketing and Patient Experience at HCA Healthcare UK, Abi is responsible for driving commercial success and enhancing the patient experience.

Throughout her career, Abi has held various senior marketing roles, including Chief Marketing Officer at Cignpost Diagnostics, where she created the success of the consumer brand ExpressTest, and Director of Customer, Brand & Marketing (CMO Equivalent) at British Airways. In these roles, Abi has demonstrated a strong ability to drive efficiency, commercial returns and improved brand equity through redefining customer the experience, and leading brand initiatives

Abi is also known for her work on high-profile projects such as the Tier 1 Olympic and Paralympic programme for British Airways and the "Don't Fly" campaign, which received multiple awards and involved athlete sponsorships and an internal volunteer initiative for 300 colleagues.

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Welcome to another episode of "BeenThereDoneThat WhereNext?" - a series by BeenThereDoneThat, where our host and co-founder, David Alberts, delves into conversations with industry experts.

In this mini-series, 'International Women's Month: Where Next?', David is joined by Tess Resman, Digital and Brand Marketing Consultant at PepsiCo.

In this episode, they sit down with Lori Tauber Marcus, Co-Founder of the Band of Sisters, for the fourth release of our mini-series. Lori shares her thoughts on why the Jack Welch style management model still dominates Corporate America, and why we aren’t moving fast enough to embrace a more feminine mindset despite clear evidence of its benefits. She mentions how we’ve all heard the cry, ‘there’s never been a better time to be a woman invited into a boardroom,’ but the data tells a different story.

In each episode of this series, David poses three questions to his guests:

1. What’s the biggest challenge women are facing today?
2. In an ideal world, where do you imagine this could go?
3. What’s the first step you would take to get us to where we need to be and which woman would you nominate to help get us there?