Fernando Machado, Global Chief Marketing Officer, Burger King

BE AFRAID. BE VERY AFRAID. BUT DO IT.

In the world of today, standing out is not just a nice to have but the only way to survive. Through a series of award winning case studies, Burger King will share some of the principles on how to develop work that truly stands out and how that creates value for the brand and the business.

Top 5 questions this session will answer:

• How do I brief to get high voltage ideas?
• How to convince your client to take “risks”?
• Do impressions/ earned media translate into sales?
• What type of research/ mitigation plan do I need?
• What if I embrace risk and everything goes wrong?

Fernando is a global marketer with a passion for growing brands and businesses. With more than 120 Lions in Cannes (5 GPs), 16 D&AD Yellow Pencils, 1 Grandy (McWhopper), and 2 Grand Effies in North America, Fernando is known for pushing the creative boundaries to drive business growth. Currently as Global CMO at Burger King, Fernando’s focus is infusing the brand with purpose, modernizing the design, and inspiring the organization around brand development.

Under Fernando’s leadership, Burger King became Client of the Year at the D&AD in 2016, Creative Marketer of the Year in Cannes 2017, Client of the Year at the One Show 2018 and Advertiser of the Year at the Clio Awards 2018. Fernando led campaigns such as “Proud Whopper”, “McWhopper”, “Google Home of the Whopper”, “Burning Stores”, “Bullying Jr”, “Whopper Neutrality”, and “Scary Clown Night”.

Prior to joining BK, Fernando worked for 18 years at Unilever. Starting as an intern, he moved up the ranks working different product categories and brands, including Dove where he led the groundbreaking “Beauty Sketches” (Titanium GP in 2013).

Fernando was recognized by Adweek as Grand Brand Genius (’13 and again as Brand Genius in ’18), by the AD Club of NY as Marketer of the Year (’17), by Business Insider as top 10 most innovative CMOs (’17 and ’18), by AdAge as top 50 most creative people in the business (’17), and by Forbes as Top 100 Most Creative Minds in Business.

 


Märtha Rehnberg

Märtha is a trained political economist and published scholar on the future of global value chains and new technologies. She has held talks internationally on what she calls technological intuition and responsible disruption. Notions she uses to inspire individuals to lean into new technologies with curiosity, critical thinking and courage to self-disrupt.

As an original agenda-setter, Märtha Rehnberg been selected as a Leader of Tomorrow by the St Gallen Symposium for three consecutive years, and profiled as a FemTech Leader by Innotribe, the Carlisle & Gallagher Consulting Group and the Digital Finance Institute.
In 2018, she was appointed member of the High Level Industrial Roundtable “Industry 2030” by the European Commission to define and co-author a bold strategy for the future of European industries.

Märtha Rehnberg provides a young professional’s take on the technological reality we are creating. One in which the technological utopia frees us from laborious tasks that hamper creativity, encourages our mindfulness and focus to discuss and solve big issues. But also, one in which the technological dystopia deceits us into uncritical adoption and adaption, invades our understandings of ethics and privacy, and locks us to our couches streaming Netflix.

In her talks, Märtha Rehnberg talks about Technological Intuition as the new and ubiquitous skill needed to navigate key digital, super intelligence. To this end, she dives into industries that are in digital transformation to highlight some of the promises and perils that precisely depend on our ability to apply Technological Intuition.
She is a former intrapreneur at the shipping conglomerate Maersk wherefrom she spearheaded the industrywide introduction of 3D printing. Her determination to localize sustainable production has made her special advisor to a nationwide 50M DKK ‘Additive Manufacturing -hub’ in Denmark – a venture she wrote the vision for.

 

Oobah Butler

Oobah Butler is a filmmaker and writer. Over the past two years, his work has gone from quietly admired on VICE Magazine and The Guardian to being renowned globally, recently being interviewed in the New Yorker, profiled by Scott Simon on NPR and endorsed by individuals such as Turner Prize-winning artist Grayson Perry, WIRED Editor Nicholas Thompson and scores of other world-renowned journalists like Grace Dent, Marina Hyde and Joel Golby.

For the most part, his work uses comedy and absurdity to comment on the modern era. For example, after releasing his film and article in which he made the shed he lives in TripAdvisor’s top-rated restaurant in London, Oobah dominated headlines globally in the climate of ‘fake news’, being interviewed on television stations all over the world. Singaporean parliament used his work as an example to inform new laws on fake news; The Washington Post penned a feature about his work. The likes of The Guardian and The New Yorker referenced it as a critique of online reviewing culture, while it was endorsed by the likes of NOMA chef Rene Redzepi and Observer food critic Jay Rayner.

Whether it’s swindling his way as a fake jeans designer, Georgio Peviani, to the top of Paris Fashion Week like he did in his latest video – again gathering over 20 million views online – or sending fake versions of himself to be on TV around the world, his ambition is to explore different worlds in an interesting, contemporary way.

Moderator: Creative TECH

Johan Witt

Johan Witt is a Partner of IT and Management Consultancy Netlights. Lectures at Stockholm School of Economics and has a past as CEO of the architect firm Krook and Tjäder.

“During my 13 years at Netlight, I have experienced growth from 18 people to over 1250, we have opened 9 new offices in Europe, which is entirely through organic growth. We have also won a number of fantastic awards, such as Di maratongasell, The Week’s Business Super Company, Sweden’s best selling organ, CEO of the year, etc.

But of all the prices I’m most proud of is when Netlight won the award as Sweden’s best employer! 2015, 2016 and 2017.”

Moderator: Era of MARKETING

Patrik Stoopendahl

Head of Strategy & Science Odyssey

Markus Wulff, Analog & Tech

Marketing is changing because consumer’s behaviours are changing. Technology innovation create new ways for brands to establish loyalty and consumer insights.

How are brands using internet of things to achieve competitive advantage?

How can the marketing role embrace tech innovation to create new added values for the end consumer?

Markus Wulff is a digital business developer with a educational background in both technology and marketing. With experience from entrepreneurship and large corporations, Markus’ focus is to develop new revenue streams by enabling marketing and tech innovation as a part of creating new consumer values.

Oddyssey & Tobias Sjöqvist, Founder and CEO, Qogai Analytics

Closing the analytical gap

We see it everywhere. Organizations are working based on functional division of labor (Marketing, Sales, R&D, Finance etc.) which has created siloed customer data. At the same time most organizations are constructing Data lakes and warehouses. And hirering all the data scientists they can muster up. The end goal for most organizations, when it comes to connecting their data, is to automate and minimize risk in all their processes. From finance reporting to customer communication. But due to the low analytic competence most are still struggling to connect the dots for real. The time for change is now. If you want to succeed and close the gap you need to add a layer of insight and both tactical and strategic thinking. And that is, in our mind, only possible with advanced analytics. Used in the right way advanced analytics combined with good business understanding will close the gap.

During this session Tobias Sjöqvist, Founder and CEO of Qogai Analytics will guide you into the world of analytics. Helping you get a better understanding of what you can do to connect the dots – making sure you don’t miss out on new business opportunities and enabling you to provide better customer experiences.   


A new kind of agency.
Odyssey is a Market Research and Martech Management Consultancy combining Market
Science, Data Science and Process Management. We help our clients fuse customer and market data, integrate marketing models and align their marketing organization.

Drive your business and your brand via voice & digital assistants.

Smart speakers and the use of digital assistants show a record-high growth rate. The technology creates new opportunities to build scalable, automated relationships with your customers and create new behaviors. At the same time, the development leads to a number of issues – how does my brand sound? How should our customers find our solutions within Voice? How can we use Voice as a growth engine for our business?

Listen to a deep dive around the most revolutionary changes in recent times and take part of practical examples of how technology can create concrete values.

Talking to me is the Nordic region’s first strategic specialized Voice Design agency. The company offers strategic advice on Voice and develops and optimizes voice services and digital assistants.

Lecturer: Kajsa Tretow, Voice Designer, and Diana Mosa, Business Developer

’Diversity in advertising – why and how’

By the network All of Us founders:
Canan Yasar, Creative Director at Obeya PR
Nicole Kavander, Account Director & Strategist at Creuna
Roshanak Fatahian, Client Director at Making Waves

Filippa Bätjer, Nordic Business House

”Filippa moved to Shanghai in 2014 and four years later she graduated from Donghua University in Shanghai. She now works at Nordic Business House, a marketing agency helping western brands tap into the Chinese digital landscape.

She will share some things you wouldn’t want to miss; Like connecting with one of the world’s fastest-growing consumer markets. A different market where Google, Facebook, Instagram, and Twitter don’t run the show.

China is home to some of the world’s largest social media and messaging networks. And they are all very innovative, offering functions besides messaging that we are unfamiliar with in the west.

While online gaming and live-streaming are natural entry points for social media other platforms such as ByteDance are challenging the traditionally BATS-led market (Baidu, Alibaba, Tencent, and Sina) with its new technology.

Chinese social media is a hub of innovation, in the absolute forefront of digital technologies. They are pioneering trends that will ripple throughout the west”

Henrik Kihlberg, Communication Services, Postnord

Media habits in the Nordics 2019

In our survey, Nordic Advertising Compass 2019, we have asked 1000 consumers in each of the Nordic countries about their media habits. As media habits and values change rapidly, this pin-pointing data from January 2019 will give you valuable guidance on how to reach consumers. Which industries are you interested in and what communication do you like? We have seen from previous years that sustainability is increasingly in focus by consumers. What for sustainable choices do consumers today? We will also tell you what consumers think is sustainable media use and what they do for choices in order to reduce their time online or avoid advertising. The focus will be Sweden, with some insight into differences in the Nordic countries.

Lars Lindqvist & Michael Dahl Senior customer strategists, Relation & Brand

Customer programs and the soft touch

Most loyalty or customer programs are fundamentally about gaining customer insights in order to optimize sales. – In practice, by collecting customer data which hopefully gives a somewhat solid picture, and in return, rewarding customers with offers, bonuses, perks, treats, experiences …

But what if we only get the “hard” CLICKS and BUYS part of the picture, and totally miss out on the “soft data” with key insights about what the customer actually THINKS and FEELS – the customer’s very experience of the program and the brand?

We strongly believe that Customer Concept Experience (CCX) with “soft data” is a future key area to drive true Customer Lifetime Value (CLV), and move customer programs to the next level.

We have therefore launched a brand new CCX analysis concept. – And in addition, we have launched the survey Kundklubbsindex™ together with Swedma in 2019, which will give valuable insights on how Swedish customer programs prioritize and are vested along the Customer Insight Value Chain. – What data and analyses do we have, or lack? Which “soft” and “hard” insights should we have? What do they tell us? Furthermore, we will also present some key future value drivers and interesting trends.

The Black Box Era

The goals of marketing haven’t changed! Marketing is still meant to get people to choose you over competitors and to sell more. Digital marketing though, is changing the way we work with marketing. Programmatic platforms, trading desks, data sellers, optimizing tools, verification services, etc. fight for the advertising budgets and claim their value and position in the market. As an advertiser you have more options than you can handle and it’s nearly impossible to understand the value of each.

Many intermediary players in the market are in some way a Black Box, meaning that what happens behind the scenes is not transparent to the advertiser, whether it’s the business model, the technology or the audience segments.

Erik Otterberg will in his speech dig deeper into this topic and give actionable insights on how to act in this changing space.

For 2.5 years, Erik has been running the digital expert agency Trigger Company. Erik founded the company in order to drive a change in the market and give advertisers the control back. Before Trigger, Erik worked at Schibsted for 9 years heading up the Programmatic Advertising and Ad Technology department.

GULDNYCKELN
THE 27TH OF MARCH 2019

MÜNCHENBRYGGERIET

FIND THE WAY
ADDRESS: Torkel Knutssonsgata 2
UNDERGROUND: Mariatorget EXIT: Torkelknutssonsgata/Polishuset
FOR MORE DIRECTIONS: https://munchenbryggeriet.se/hitta-hit/

PROGRAM
08:00 Doors open
09:00 Opening Keynote – Fernando Machado, Global Chief Marketing Officer at Burger King (US)
10:00 3 tracks: POWER OF DATA – CREATIVE TECH – ERA OF MARKETING
LUNCH
AFTERNOON KEYNOTES
Ca 17:00 After Conference
18:00 Doors open for gala guests
19:00 Dinner
Ca 01:00 Thank you! See you all next year!

The program and times may change.

TICKET PRICES
Members of Swedma
Inspirationsdag 3990 kr
Gala 2150 kr
Inspirationsdag & Gala 5750 kr

Non-members of  Swedma
Inspirationsdag 4890 kr
Gala 2350 kr
Inspirationsdag & Gala 6750 kr