Social Marketing - The Event 28.02.2013

Speaker list at SocialMarketing:2013


Arrival and coffee



Becky Munday, Chairman, IPM


Introduction by Conference Chair

David Cushman, The Social Partners

David Cushman is a highly respected social media and marketing strategist, blogger and author. He has senior management experience, both agency and client side, and has advised UK Prime Minister David Cameron and the UK Cabinet Office on innovating using social media. His next book, The 10 Principles of Open Business, is due to be published this year.
At the end of January 2013, he started a new role in social media strategy with specialist WPP Group agency The Social Partners.

9.50 – 10.20

Key note speech: Running promotions on Facebook

Luc Delany from Facebook will give an overview of Facebook's approach to advertising, marketing and new business models from a policy perspective. Luc will also talk about running promotions on Facebook and be around to answer questions through the day. 

Speaker: Luc Delany, European Policy Manager, Facebook

Having worked in public policy across Europe for a number of years, Luc has been involved in many aspects of Internet regulation throughout his career including copyright, competition, liability, civil liberties, safety and security and child protection online.
At Facebook, he has also been involved in the development of Content Policy, including content standards and the licensing of content for online services.
Before joining Facebook, Luc spent three years at Google and YouTube and was director of the European Digital Media Association, the Brussels based trade association for web services.

10.20 – 10.45

ITV and Social TV

ITV is at the forefront of the Social TV revolution, using social to harness the viewers’ appetite for more about their favourite programmes and stars, to create communities around its major TV properties and to develop new ways for marketers to talk to their audience.

Speaker: Jon Block, Controller of Commercial Digital Products, Commercial & Online, ITV plc

Having broken free from his background in coding and technology, Jon Block is now the acceptable face of geek at ITV. With a degree in Natural Sciences from Cambridge University and the Royal Television Society's Young Technologist of the Year Award, Jon was destined for a career in some back room, hidden away from the public. However, he now works in multi-platform product strategy and development, driving commercial innovation. This means everything from creating new interactive ad formats and dual-screen concepts to speaking publically about the exciting opportunities where TV and online converge. He also likes to write his own biography in the third person, which is, frankly, a bit odd.

10.45 – 11.10

How social media impacts consumer choice

Consumers are increasingly using Social Media to research companies and brands, only choosing those that meet their stringent demands. New research from GfK’s New Digital World report explores the growth of Considered Consumption and the influence of Social Media sites.

Speaker: Joseph Staton, Director & General Manager, GfK Consumer Trends

Joe joined GfK in 2010 to help develop their global consumer trend, forecasting and consumer insight offer across all markets. Prior to this, Joe worked for Experian in their customer insight and analytics team after a career largely spent in advertising with stints at JWT, Leo Burnett, Lowe and Havas in a variety of brand strategy, futuring and research roles. Joe has a real passion for understanding how consumer behaviours are evolving to help his clients measure, map and monitor new opportunities in the changing world.

11.10 – 11.30

Coffee break

11.30 – 11.55

Organic UK – Organic Naturally Different

Social marketing has played a pivotal role in the Organic Trade Board’s compelling new through the line campaign, ‘Naturally Different’, bringing together advocates and leveraging all parties involved in the organic cause to drive genuinely meaningful conversations. Regular activity, including debates, give aways, caption competitions and PR stunts, spawned conversations on Facebook, Twitter and Mumsnet to help address the challenge of reigniting consumer demand for organic food and drink during a recession.

Speakers: Catherine Fookes, Campaign Manager, Organic Trade Board

Sophie Daranyi, Chief Executive, Haygarth

Catherine FookesCatherine is the Campaign Manager for the £2m Organic Naturally Different campaign, on behalf of the Organic Trade Board and Sustain: the alliance for better food and farming. She started her career in advertising, but then moved to ActionAid, the Soil Association and then Sustain. With a Masters in Development Studies, she has been a Government adviser on organic farming standards and also organizes the Food Academy at Abergavenny Food Festival, the largest food festival in the UK. Her passion for food comes from growing up on a family farm in Dorset, and her spare time is spent cooking, gardening, raising sheep, chickens and two young boys!

Catherine FookesSophie joined integrated marketing agency Haygarth in 1999, becoming MD in 2002. She played a key role in the 2005 Management Buy-Out and became CEO in 2008. Over the past 22 years her career has spanned both client and agency positions in the UK and around the world; before Haygarth, she worked on brands including Chivas Regal Whisky, Nestlé, Hovis and Tropicana. At Haygarth, she has headed up a wide range of teams including Rachel's, Majestic Wine Warehouse and Dairy Crest.

11.55 – 12.20

Using Social to Influence Offline Behaviour

Social media naturally lends itself towards making connections with consumers, building engagement and loyalty. But for brands to make the most of their social media content they need to make “more valuable connections” that measurably contribute to the bottom line. explores how FMCG brands and retailers are harnessing social content to influence in-store purchase behaviour.

Speaker: Stuart Sankey, Sales Director, Ltd

Stuart joined, the specialist provider of secure online coupon delivery services, in 2009, and works with FMCG brands to help them engage consumers and motivate shoppers across multiple digital touch-points, including's pre-shopping website, Stuart has held various roles in the promotional marketing industry, including co-founding a specialist Partnership Marketing agency.

12.20 – 12.45

IRN-BRU – from one Tweet to 1 million views in a month

IRN-BRU and its digital agency Blonde handed the YouTube link to the brand's latest ad exclusively to a single fan to launch on Twitter. From a single post to 300 followers they tracked the progress of the link across Twitter as the film received over 1 million views in the following four weeks.

Speakers: Martin Steele, Senior Brand Manager, IRN-BRU

Phil Adams, Managing Partner, Blonde

Phil is Planning Director at Blonde, a digital agency that provides ingenious solutions to commercial problems for clients such as Royal Mail, Open University, Nando's and Skyscanner. Phil has worked with commercial ideas for a quarter century. At BBH and The Leith Agency he made ads for the likes of Shell, Cadbury, Honda, Standard Life and Grolsch. For the last six years he has been developing digital comms and social media strategy for Blonde clients including Maxxium UK, Royal Mail and IRN-BRU.

Martin SteeleMartin is the IRN-BRU Senior Brand Manager at Barr Soft Drinks, a business that since 1875 has made some of the UK's best loved soft drinks brands. IRN-BRU is seen by many as part of the culture of the Scottish Nation and Martin has worked on many of the brand's most famous advertising campaigns. With over 12 years experience in consumer marketing, he's made numerous ads and works daily to execute the brand strategy and bring the annual marketing calendar to life.

12.45 – 13.45


13.45 – 14.10

Understanding and managing the financial risks associated with Social Media promotions

On the one hand, Social Media is brilliant for the promotions industry because it allows brands to engage consumers and build a community. On the other hand, Social Media can be a brand’s worst nightmare – particularly if an offer goes viral in the wrong way. Bringing Social Media into the promotions mix can certainly deliver a loyal fan base cost-effectively – but it is not without its risks, and it can become tricky to forecast promotional costs because you can never be sure just who will be responding to an offer. But working out the risks in advance is the first step to managing them sensibly.

Speaker: Ed Gray, Client Services Director, VCG The PromoRisk People

Ed GrayEd Gray is Client Services Director at independent Fixed Fee promotional risk management provider VCG. He brings with him considerable promotional marketing experience gained through senior positions in leading agencies including Billington Cartmell. Having picked up the very first Best in New Media (as it was called then) SPCA award, he has seen digital trends emerge pretty much from the start. A Bristol University Psychology graduate, he is fascinated in how these trends can drive consumer behaviour, critical when trying to evaluate their impact on promotional response rates and therefore potential costs.

14.10 – 14.40

Guidelines for running promotions on Facebook

For the past 18 months, the IPM has been working with Facebook to ensure that the social media site’s rules for running promotions are legal and CAP Code compliant. Ruth has taken the lead on the project, and has also been working with Facebook to develop promotional guidelines to help brands and agencies run better promotions using the Facebook platform. She has also been surveying agency members on their experiences of using Facebook.

Speaker: Ruth Hobbs, Legal Consultant, IPM Legal Advisory Service

Ruth HobbsRuth Hobbs has worked in the promotional marketing industry for 13 years. Her agency-side experience includes stints at Haygarth, Dynamo/Wax, Geronimo and most recently as group account director at DLKW Lowe, while she also spent time client-side with O2. She now acts as an LAS Consultant to the IPM, advising agencies, clients and service providers on how to ensure that their promotions are legal, conform to the CAP Code and follow best-practice.

14.40 – 15.10

Panel: The challenges of measuring social

Three experts (Richard Bussy from GfK, Jamie Robinson from We Are Social and Craig Lawrie from Initials) explore the issues involved in accurately tracking social media interactions and how they affect consumer behaviour.

Richard is a Digital Consultant in GfK's Digital Market Intelligence team. He works across GfK's Digital Research portfolio but retains a specific focus on social media, and how insights extracted from social channels can add value to GfK's clients. He has previously worked at ICM and TNS and has written widely on consumer confidence and consumer attitudes and behaviours with regards to social media, and the implications for marketers.

Jamie RobinsonJamie has been with We Are Social for three years and has set up the agency's global insights offering. He supports the account teams with ongoing monitoring and reporting and works with the planning and strategy teams to deliver conversation audits. He also works closely with clients on deep-dive conversation analysis, KPI tracking and competitive benchmarking. He heads up a team of 12 analysts in London and also supports a global network of 40 analysts. Prior to joining We Are Social, Jamie spent five years at Renault as a marketing analyst. He is fluent in French and Spanish and has worked both in Europe and Latin America.

Craig LawrieCraig joined Initials in January 2010 as Head of Digital and became Planning Director in January 2012. Although his experience spans all media disciplines, Craig has a strong background in online media communications, having started as a media planner at Manning Gottlieb OMD, specializing in online advertising. He then switched to the creative side, launching Land Rover's global website at Wunderman, working on the award-winning online advertising campaign, leading Intel's online advertising activity throughout EMEA at McCann WorldGroup and heading up the digital arm for integrated agency Billington Cartmell.

15.10 – 15.40


15.40 – 16.05

How social, mobile and shopper marketing can deliver the engaged customer

Alex will share key insights with the audience on how brands engage with their customers, as well as looking at some of Sponge’s case studies from brands including Bacardi, before exploring how social and mobile together will revolutionise Shopper Marketing, including practical steps on how brands and retailers can leverage stronger customer relationships.

Speaker: Alex Meisl, Chairman, Sponge

Alex co-founded Sponge, the UK's most successful and longest established mobile agency, in 2002. Sponge delivers mobile strategy and insight, mCRM, mobile sites and applications for clients including Adidas, Autotrader, Barclays, Coca Cola, Dyson, McDonalds, Orange and Unilever across Europe and Africa. He has a wealth of experience in digital services for agencies/brands, media groups and mobile operators and is currently UK Chairman of the Mobile Marketing Association as well as a board director of the IPM.

16.05 – 16.25

Social's status in 2020

Drawing on the Future Foundation’s Beyond 2020 programme, which articulates future operating contexts for a range of sectors against longer term horizons, Pippa will explore potential future directions for the world of social media. Tracking a day in the life of the 2020 consumer, she will present future scenarios for consumer engagement with – and brand applications of – social platforms and technologies. As themes such as data exchange, digital personalisation, Machine-2-Machine networks and social capital collide, how does the future landscape for social media look?

Speaker: Pippa Goodman, Commercial Director, The Future Foundation

Appointed as Commercial Director in April 2011, Pippa is focused on business development for the Future Foundation across the UK and international markets. She also works closely with clients such as Asda, John Lewis, Tesco, Waitrose, Centrica and E.On on the strategic application of nVision trend insight.

Pippa joined the Future Foundation in 2008 as Account Director – Retail and Leisure, with responsibility for delivery of ongoing trend services and consultancy for clients in these sectors. In this role, she delivered consultancy projects exploring the future of: promotional marketing, the home, multi-channel retail, and cinema.

Pippa is a regular speaker at industry and client conferences across the retail and leisure sectors.

Prior to joining the Future Foundation, Pippa spent 15 years applying consumer and business trends to enhance clients' positioning and communications across diverse markets including retail, property, food and drink, travel, healthcare and education.

Previously with The Engine Group - as a director at Mandate Communications - Pippa has also worked with London Business School and international consultancy Fleishman-Hillard.

16.25 – 16.40

Chair’s round-up

16.40 – 16.50

IPM sign off