60 years after the birth of modern brand-building when TV advertising began in 1955, Jason will share how growth and innovation unites the creative and commercial parts of ITV to ensure it will continue to help brands live and thrive into the future.
10:45 Coffee break
11:00 Workshops 1
Explore: Growing through Events with Richard John Based on his forthcoming book, Richard will explore the need to move from “seller” to “educator” by delivering effective knowledge-based live events, such as seminars and workshops. The session will comprise of a brief introduction then delegates will work together on a practical task to get their own events kick started.
Evolve: How to make a viral that actually spreads with Mezza Mehraban Mezza Mehraban will provide an introduction with examples of what works then hand the session over to delegates to come up with concepts, storyboarding and an example script for a 20 second viral, or a 3 minute company/third sector promotional video.
Excel: Creating a Culture for growth with Rob Gray Rob will look at how to make your brand a catalyst for innovation and growth, with examples of how brands are taking on market leaders by being thought leaders Delegates will then be challenged to find their own thought leadership position and embed brand in their business.
13:00 Workshops 2
Explore: How to Growth Hack your way to Increased Sales with Tanya Hemphill Starting with what is growth hacking?, Tanya will take delegates through how this can be used to grow your business with case studies and practical tools. She will challenge you to think outside the box and ask could everything that’s familiar be wrong? She will help you define your personas and map your customer journey then run small iterative experiments to help you become an effective growth hacker.
Evolve:Sustainability for Growth and Innovation with David Whiting Sustainability has moved on a long way from CSR programmes focussed on compliance and philanthropy. An increasing number of organisations are embedding elements of their sustainability into brand propositions in order to help deliver growth – and have developed innovations that have reinforced that growth. David will show how we can learn from these developments to use sustainability as a vehicle for growth and innovation in your organisation.
Excel: Value Based Pricing for Growth with Harry Macdivitt Every good business decision is based on creating and delivering value to your customers. When we deliver Customer Value we should create not only a satisfied customer but also more profit and an increased demand for our products and services. A Value based approach to our business - not just Pricing - is a powerful driver of business growth. We show you how this can be achieved and how other businesses have succeeded.
14:00 Tea break
14:15 Workshops 3
Explore: Growing through Big Data with Dawn Holmes How do companies turn big data into insight? In this workshop, you will look at what big data is and how you get it, and how you then move from having data to knowing what to act on. Dawn will also share some examples of how companies have used data creatively to gain insight, and discuss methods of obtaining and exploiting data in your own organisations.
Evolve:Building Engaging Brands by Adding Brand Personality and Telling Stories with Guy Tomlinson Standing out from the crowd requires careful selection of benefits and careful expression of those benefits. All needs to be distilled into an idea that can be easily communicated and understood. Guy will help you build a more powerful and valuable brand with the use of positioning, personality, archetypes and telling stories.
Excel:Innovation by Stealth and CrADLE with John Acton To survive in today’s competitive environment is admirable, but to thrive and be secure is the ultimate goal. For an organisation to truly succeed it needs to look beyond its conventional environment and to identify what (or who) might cause it disruption. By opening a business’ eyes to trends that could potentially lead to a disruptive threat in their own Future Business Arena, organisations become more aware of their vulnerabilities and untapped opportunities. Innovation and creativity are provoked and fostered and game-changing information is brought to light. However, new product creation cannot be left to chance or random flashes of inspiration. Innovative companies must also make it happen continuously. CrADLE is a powerful tool that is used to jump-start an organisation’s ability to generate a steady stream of innovative new product and/or service concepts.
15:30 Keynote 2: Innovation@3M
Dirk Lange will be presenting on the three cornerstones insights, technology and culture that leads to 3M's brand promise: “3M Science. Applied to Life.”
16:15 Closing remarks
The CIM Northern Conference 2016
Growth and Innovation
The CIM Northern Conference, now in its sixth year, will once again offer exceptional learning and networking opportunities. With two keynotes and a choice of nine workshops, streamed to cater for all levels of marketing experience, this is one event you won’t want to miss!
There was a choice of three workshops in each of these categories:
Explore – for those with little or no marketing experience; SMEs, students etc.
Evolve – for those developing their marketing skills; SMEs, students, practitioners etc.
Excel – for those looking for the next step up, more in-depth understanding, practitioners, senior managers, lecturers etc.
21 April 2016
Manchester Conference Centre 78 Sackville St Manchester M1 3NJ
Just want to say thanks for organising a great day today, I really enjoyed it and gained some good insights to help me and my students. Please will you also say thanks to everyone who helped with the organisation, it all seemed to go smoothly, even with a fire alarm!
Just wanted to say what a fab conference, I really enjoyed the day. A great venue too. Well done.
Your host: Andy Crane
We are thrilled to welcome back Andy for his third year as our host at the CIM Northern Conference.
Andy Crane started his career in radio before joining Children’s BBC in 1986 where he later took over as sole presenter from Phillip Schofield. Presenting from the continuity announcer’s booth, nicknamed ‘The Broom Cupboard’, he stayed in his role until 1990.
In recent years, Andy could be found once again presenting radio programmes and anchoring Channel M Today for which he received the Best Regional Presenter award at the Royal Television Society North West Awards 2009. Today he can still be heard presenting Saturday breakfast on BBC Radio Manchester, along with Sunday breakfast on BBC Radio Sheffield and various shows on BBC Radio 5 Live. From March 2014, Andy has been in rotation as both Weekend Presenter and Good Morning Britain Presenter for Granada Reports. The latter is dubbed Good Morning Granada by ITV Granada.
Accommodation is available in the New Pendulum Hotel onsite, with preferential rates for CIM Northern Conference delegates as follows:
£87 B&B for standard city double (ensuite shower)
£107 B&B for classic double room (larger room with ensuite shower and bath)
Richard John is a CIM Course Director and Managing Director of RJA (GB) Ltd. He has nearly 25 years of sales, marketing, and management experience, working with a host of international organisations. In 2010 he was appointed part-time Workforce Development Fellow for the University of Derby, developing new and innovative approaches to learning, training and accreditation. In 2011 he led the creation and development of the University’s Centre for Events Professional Development (CEPD). Richard is recognised as a leading authority in the field of event management, training and consultancy. His articles on all aspects of face to face communication have appeared in more than 50 magazines and he is a regular columnist in a number of MICE magazines.
Mezza Mehraban is a Chartered Marketer and has been marketing and production manager for media production company, Ignite Creative, for 15 years. Ignite have regularly contributed to the animation and video marketing collateral for Mini, Siemens, nPower, the BBC, Yale, Oxford University, OUP and have filmed across the world for various clients on a variety of projects including virals, animations, educationals, fundraisers and promotional materials.
Dawn is a Chartered Marketer, Fellow of CIM and past Chair of CIM North West. She is a Director at The Insight Magicians working with clients to maximise the use of data and research to deliver true business benefit. Drawing on broad experience in marketing, IT and commerce, she is well placed to provide value to a wide range of projects. Clients include B2B, B2C and academia, and range in size from start-ups and micro businesses to multinationals. Projects include strategic planning, marketing consultancy, insight development, research (primary and secondary), data mining and bespoke management training for productivity. Dawn is currently doing research into Big Data at Alliance Manchester Business School as a DBA Researcher.
Rob Gray is Managing/Strategy Partner at Squad - part management consultancy, part creative agency for leaders seeking to unlock big issues and realise bold ambitions. Over the last decade their clients have included Astra Zeneca, BPP, Brother, Environment Agency, Halewood International, Information Commissioner’s Office, ZSL London Zoo, Office of Fair Trading, PZ Cussons, Silentnight, Tebay Services and Vodafone.
Harry is a Chartered Marketer, a Fellow of the CIM, CIM Course Director and a regular lecturer at business schools in the UK and abroad. He has over 40 years’ practical sales, marketing and business development experience across more than 35 countries. He is the author of several books including Value Based Pricing, The Challenge of Value and the Cambridge Handbook Pricing Points. He is a regular speaker at specialist conferences in pricing across the world including Professional Pricing Society, Manufacturing Pricing Excellence and European Pricing Platform. Harry has consulted with corporates worldwide including Philips, Vodacom, Ericsson, Michelin, Xerox, British Telecom, Renishaw, Royal Bank of Scotland, Amadeus, Vodafone and many others.
David Whiting has been a marketing and sustainable business development consultant and trainer for over 20 years. He is a Chartered Marketer, a course director for CIM, and has worked in Europe, the Middle East and South East Asia. His early career included marketing roles at Boots, Nestlé and CPC (now Unilever), before becoming marketing director at Duracell. He has also worked as a consultant at Saatchi & Saatchi and was a director at Added Value.
Guy Tomlinson is a Chartered Marketer and Course Director for CIM with three decades of brand strategy and marketing experience. His career includes brand management roles at Boots and Procter & Gamble; business planning at Reader’s Digest and as Group Marketing Director at Softvision. He has immense consulting experience with PricewaterhouseCoopers and others before founding The Marketing Directors in 2005. Guy has helped numerous world leading and aspiring national brands in consumer goods, B2B, services, media and beyond including McDonald’s, the BBC, Barclays, Merlin Entertainments, GSK, Cadbury, Olay, BP, Parkinson’s, the Department for Education and First Ark. He is co-author of the highly acclaimed book, The Marketing Director’s Handbook and blogs at www.themarketingdirectors.co.uk/the-marketing-directors-forum.
Our keynote speaker is Jason Spencer from ITV. Jason has been Business Development Director at ITV for the past 4 years driving growth and innovation in the way ITV Commercial has evolved outside London across its 8 regional teams through working in partnership with marketers and agencies to help brands thrive. Prior to ITV, Jason spent most of his career at media agencies – from planning roles at Carat and PHD in London to running PHD North in Manchester.
John Acton has translated the success in his role as Executive Vice President of the global DPD Group to become the Managing Partner of his own consultancy - DPI. Recently described as a ‘compelling and engaging public speaker’ by #1 best selling business author Dee Blick, John is passionate about business. He has an infectious enthusiasm for Strategy formulation and execution, Product Innovation, Employee Engagement and Stealth Competition. A Chartered Marketer and London Business School graduate with 30 years’ experience in business.
As Sales and Marketing Leader for 3M in West Europe, Dirk Lange is responsible for optimizing, accelerating and aligning all Sales, Marketing and Digital processes alongside the Customer Journey. He is member of the West European Operating Committee and is with 3M for more than 20 years. Dirk started as a Sales Representative for Automotive and has worked in Sales and Marketing functions with increasing responsibility in various Divisions since then. Prior to his current responsibility, he was Country Business Leader for Safety & Graphics in Germany, which is one of five worldwide Business Groups of 3M. Dirk holds a university degree in Economics with focus on Marketing and Organisation. He also holds a degree as a certified Six Sigma Black Belt, which he gained after a two-year assignment in 2005.
Book your place
Don't miss your chance to hear from our keynote speakers and get interactive in our workshop sessions, not to mention the opportunity to build your network with more than 100 like-minded peers. Ticket prices include all refreshments and bag a bargain with our Early Bird offer!
We will contact you in due course for your choice of workshops.
Creating ‘programme brands’ i.e. Corrie with xx, xx and helping brands to grow through advertising with Jason Spencer, Business Development Director at ITV.
Explore: Growing Through Events with Richard John
Based on his forthcoming book, Richard will explore the need to move from “seller” to “educator” by delivering effective knowledge-based live events, such as seminars and workshops. The session will comprise of a brief introduction then delegates will work together on a practical task to get their own events kick started.
Evolve: How to make a viral that actually spreads with Mehran Mehraban (Mezza)
Mezza will provide an introduction with examples of what works then hand the session over to delegates to come up with concepts, storyboarding and an example script for a 20 second viral, or a 3 minute company/third sector promotional video.
Excel: Creating a Culture for growth with Rob Gray
Rob will look at how to make your brand a catalyst for innovation and growth, with examples of how brands are taking on market leaders by being thought leaders. Delegates will then be challenged to find their own thought leadership position and embed brand in their business.
Explore: How to Growth Hack your way to Increased Sales with Tanya Hemphill
Starting with what is growth hacking?, Tanya will take delegates through how this can be used to grow your business with case studies and practical tools. She will challenge you to think outside the box and ask could everything that’s familiar be wrong? She will help you define your personas and map your customer journey then run small iterative experiments to help you become an effective growth hacker.
Description coming soon.
Excel: Value Based Pricing for Growth with Harry MacDivitt
Every good business decision is based on creating and delivering value to your customers. When we deliver Customer Value we should create not only a satisfied customer but also more profit and an increased demand for our products and services. A Value based approach to our business - not just Pricing - is a powerful driver of business growth. We show you how this can be achieved and how other businesses have succeeded.
Explore: Growing through Big Data with Dawn Holmes
How do companies turn big data into insight? In this workshop, you will look at what big data is and how you get it, and how you then move from having data to knowing what to act on. Dawn will also share some examples of how companies have used data creatively to gain insight, and discuss methods of obtaining and exploiting data in your own organisations.
Description coming soon.
Description coming soon.
We are very grateful to our supporters, who will be showcased in the refreshments lounge throughout the conference, where you can network, relax and find out more about how you can grow your business and your marketing career.
Please click a logo to find more information on our exhibitors.
UK Trade & Investment is a UK Government department working with businesses based in the United Kingdom to assist their success in international markets, and with overseas investors looking to the UK as an investment destination. Go to www.exportingisgreat.gov.uk to find out more.
SPA Professional Academy is a CIM Accredited Study Centre delivering courses for all levels of qualifications from the CIM Foundation Certificate in Marketing through the Certificate and Diploma in Professional Marketing to the Postgraduate Diploma. Courses are delivered in Leeds and Sheffield with a distance learning options also available. All our course tutors are Chartered Marketers with extensive experience professionally as well as delivery of CIM courses – contact us via www.marketing-qualifications.co.uk for more information.
Oxford College of Marketing offers professional tuition for all CIM, CAM and Institute of Sales and Marketing Management qualifications together with short marketing courses. We have 14 centres in the UK and deliver courses via online, part-time evenings and blended learning via intensive weekends. We pride ourselves on the unrivalled support access for all our students who have achieved over 90% pass rates in recent years with 105 commendations for excellent student support and results.
At The Manchester College, we’re passionate about enabling you to achieve your goals through education and our friendly, helpful staff are here to support you. Quality is extremely important to us and we are confident the College can offer you the very best teaching, learning and resources. We were recently awarded a grade two rating by Ofsted, with inspectors commenting that the College is ‘good with some outstanding features’.
At the College we have courses at all levels from entry level to master’s degrees, including the Chartered Institute of Marketing professional qualifications. Our campuses are great places to learn and benefit from regular investment.
We are proud to play an important role in the community of Manchester and make a real difference to the lives of those who choose to study with us.
Nesma are pleased to be at the 2016 CIM Northern Conference. Come and have a chat about our qualifications and short courses in marketing, communications and digital. Giving you skills today for tomorrow’s careers.
Orchard is the largest digital, creative and marketing recruitment consultancy in the North of England. With offices in Manchester and Leeds, they place talented people in both freelance and permanent jobs, online and off-line within agency and client side companies.
The Juice Academy is the brainchild of Tangerine which, after 14 years in the creative industry, knows a thing or two about finding and nurturing talent!
The Juice Academy is offering the first ever industry-led social media apprenticeship. The programme not only serves to create much needed jobs for young people but helps to fill an industry-wide skills gap by training young professionals in the practical application of social media.
DPI Europe is the European operation of Decision Processes International, a global management consulting and human capital development firm specialising in critical thinking processes that help organisations transform the way they conduct their business. Also, engagement tools to connect with your people, harness their views and gain a 360° view of your business, its challenges and opportunities.
If you are currently studying for a recognised qualification in marketing communications, either with a course centre or a distance-learning company, and feel you would benefit from some financial support with your fees, the MPA Educational Trust might be able to help.