2016 Transform Conference Europe
London,
2016 Transform Conference Europe
Programme
Registration and breakfast
Welcome and opening address
Andrew Thomas
publishing editor
Transform magazine
What next for Brand UK in a post-Brexit world?
The UK has voted to leave the European Union. The implications are immense and are being discussed by every pundit and pub politician. But what are the implications for Brand UK? Are its heritage values enough, or does it need to rebrand as a challenger in the global economy? Can it act as a standalone, or does it depend on European brand partnership.
Christopher Nurko, the global chairman of the international brand and design consultancy FutureBrand and founder of the Country Brand Index, will share data from its global research into nation branding. Exclusive to Transform magazine, he will explore whether the perception of the UK brand depends on Europe or not, and how might that brand be influenced by its departure?
Chris Nurko
global chairman
FutureBrand
Telling a brand's true story
There’s a lot of talk about brands needing to tell a story. An increase in narrative-based imagery and content marketing show multiple brands attempting to establish a narrative to stand out. But how much of it is authentic? This session provides delegates with a compelling example of brand storytelling that illustrates brand values and clear strategy for future growth. Delegates can expect to hear ideas on creating a brand narrative that encompasses all components of brand communications.
Virgin Atlantic has been referred to as a maverick at branding with a distinct voice and narrative.
Save the Children faces the challenge of find a balance between positive and negative storytelling.
The panellists share their insights on how their brand narratives have been developed.
Session moderated by Bladonmore
Hamish Rickman
vice president, marketing
Virgin Atlantic Airways
Lindsay Ball
brand manager
Imperial War Museums
Kirsten Walkom
director of global communications
Save the Children
Transform Tales
The Transform Conference will be punctuated by a series of short sessions in which delegates will be taken on a brand’s transformation journey.
Amanda Campbell
head of PR and comms
intu
Coffee break
Brand Asset Management
Your brand is vital for your company's reputation yet it's an intangible asset. This session will demonstrate how best to manage branded assets, whether they are manifested physically or digitally.
Session moderated by Phil Morton, operations director, Freestyle Interactive
Rupert Daniels
global marketing director
Cambridge University Press
Katherine Mearman
head of brand & sponsorship
TSB
Lilian Prodromou
head of communications
Big Lottery Fund
Business on purpose
Session led by Nicolas Mamier, managing director, Appetite Consultancy
Alison Burdick
marketing director
Kingsley Napley
Transform Tales: Merck
Founded in 1668, Merck is the world's oldest chemical and pharmaceutical company. From researching cancer treatments and IVF to supporting the 1969 Apollo 11 mission, Merck has a rich legacy to be proud of. With so many colourful stories to tell, Merck needed an equally colourful brand.
Merck has a bold, vibrant and imaginative new visual identity that sets it apart from the traditional sterile images of labs and test tubes. In this session, the senior manager of brand communications takes delegates on Merck's award winning rebrand journey.
Katrin Menne
senior manager brand communication
Merck
Lunch
Brand in the built environment
Google has long been an organisation that finds it easy to attract talent. Alongside the usual perks of a fast growing global giant, Google is renowned for creating a creative working environment. Other companies are following in their footsteps, establishing their brand within their built environment, using their office and factory space to create a unique company culture for their employees. Here, we explore companies that are getting it right.
Lorna Blackmore
director of communications
Flagship Group
Max Holliday
director of real estate
WPP
Marie Sophie Teyssier
global head of brand strategy
Zurich
Transform Tales
The Transform Conference will be punctuated with a series of short sessions in which delegates will be taken on a brand’s transformation journey.
Hannah Wilson
head of marketing
Gumtree
Brands on the move
All brands rely on the transportation of their goods in some capacity. How can companies capitalise on implementing their branding on a mammoth scale? The conference looks to some of the biggest branding opportunities and challenges possible. How does it work when you're scaling up your branding for an aeroplane, a cargo shipping container or a monster truck on the road? This session looks to brands on the move. These speakers are used to dealing with branding in a big way, but their implementation process and strategy, can be scaled down.
Ollie Jaycock
head of marketing & strategic affairs
London Luton Airport
Jon Hunter
head of design
Transport for London (TfL)
Dan Panes
head of communications
Great Western Railway (GWR)
Embracing experiential
Experiences can strengthen the perception of a brand, so increasingly experiential is incorporated into branding strategies. In this session, delegates will learn from three companies that have created meaningful and memorable brand experiences internally, externally and digitally.
Rachel Collins
head of marketing - Wellcome Collection
Wellcome Trust
Paul O'Neill
vice president of creative
Guinness World Records
Conference round up and finish
Andrew Thomas
publishing editor
Transform magazine
When & where
etc. venues - London Bridge
Prospero House
London
SE1 1GA
Sponsors
There are several sponsorship opportunities available for the Transform conference in London. Please contact Andrew Thomas if you would like to be involved.
Supporting Partners
If you are interested in being a supporting partner for the Transform conference, please contact Brian Donnelly.