WARC Measuring Advertising Performance 2008 February 5, 2009

DAY 1 Wednesday 6th February 2008

08.45
REGISTRATION & REFRESHMENTS
THE IMPORTANCE OF MARKETING SCIENCE
09.15
This first session looks at the science behind marketing communications:

* What do we really know about how consumers respond to marketing communications?
* What can we realistically expect to achieve?
* What are the realistic objectives we can set for our campaigns?
MODERATED BY
Roderick White, Editor, ADMAP

09.30
Attention, emotion and engagement
What really goes on in the mind of the consumer?
Dr Robert Heath,

UNIVERSITY OF BATH

10.00
KEYNOTE SPEAKER
Is it better to get the campaign right or to be able to prove it?
Jon Steel, Planning Director, WPP

10.30
The man who mistook a decision for a tree
What do we really know about consumer decision making?
Wendy Gordon & Caroline Hayter, Co-Founders, ACACIA AVENUE

11.00
REFRESHMENTS & NETWORKING

11.15
KEYNOTE SPEAKER
Engagement metrics and advertising effectiveness
Bobby J. Calder, The Charles H. Kellstadt Professor of Marketing, KELLOGG SCHOOL OF MANAGEMENT - NORTHWESTERN UNIVERSITY

12.00
PANEL DISCUSSION
An extended discussion about the key themes and ideas presented by this morning's speakers.

12.30
LUNCH
PLANNING CAMPAIGNS FOR EFFECTIVE EVALUATION

14.00
Planning for effective evaluation requires clear objectives, measurable KPIs, an effective set of research measures and a reporting system. There may also be a series of tests designed to isolate the effects of key activities within the campaign.
MODERATED BY
Andrew Green, Chief Marketing Officer, IPSOS GLOBAL MEDIA

14.15
Balanced scorecard approach to evaluation and effectiveness

* How the drive for “accountability” can destroy shareholder value
* How a balanced scorecard approach may help

Les Binet, European Director, DDB MATRIX

14.45
Taking the guess work out of budgeting
Budgeting will always be an imprecise science, but there are ways to assess the risks and enable effective decision making
Karl Weaver, Director, DATA2DECISIONS

15.15
Real-time insights for Axe/Lynx
Touchpoints return on investment – a real-time approach to evaluating how consumers connect with brands
Ana Medeiros, Axe/Lynx CMI Manager, UNILEVER
Fiona Blades, Managing Partner, MESH PLANNING

15.45
REFRESHMENTS & NETWORKING

16.00
Getting the communication right: measuring emotions & effectiveness
Sue Burden, Head of Brand & Communications Research, TNS

16.30
Measuring and crash testing communications ideas
Stuart Sullivan-Martin, Chief Strategy Officer, MEDIAEDGE:CIA

17.00
KEYNOTE SPEAKER
The re-engineered agency – implications for remuneration, research and measurement
Jim Carroll, Chairman, BBH

17.30
EVENING MIXER
Everyone is invited to mix with fellow delegates and speakers at a post-conference reception where we will serve a selection of drinks and canapés. The reception will finish at approximately 19.00.
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DAY 2 Thursday 7th February 2008

08.45
COFFEE
WHAT & WHEN TO MEASURE

09.15
Short and long term campaign evaluation and the ways in which this can be managed:

* What data, from what sources should be built into a marketing dashboard?
* How quickly and realistic is it to look for readings of success or failure?
* How should marketers plan for flexibility of response and reaction to market pressures on the fly?

MODERATED BY
Hugh Burkitt, Chief Executive, THE MARKETING SOCIETY

09.45
Measurement and evaluation in the government space
Marc Michaels, Director of Direct Marketing, COI

10.15
Exploiting the digital interface
Measuring the effectiveness of online
Wayne Arnold, UK Managing Director, PROFERO & Chairman, IPA DIGITAL

10.45
REFRESHMENTS & NETWORKING

11.00
KEYNOTE SPEAKER
Real-time measures
Accountability and response on the fly
Simon Thompson, Chief Marketing Officer, LASTMINUTE.COM GROUP

11.30
What measures matter?
Ian Armstrong, Manager - Customer Communications, HONDA (UK)

12.00
Bridging the gap between marketing and finance
How does advertising increase Brand Equity and therefore Brand Value?
David Haigh, Group CEO, BRAND FINANCE

12.30
PANEL DISCUSSION

13.00
LUNCH
MEASURING CAMPAIGNS FOR THE LONG TERM

14.00
The building of brands and brand equity – how evaluation can be built into the monitoring and measuring programme.

* Is tracking of image and attitudes sufficient?
* What harder measures can we realistically put in place and handle on a routine basis?

MODERATED BY
Hamish Pringle, Director General, IPA

14.15
What do we really mean by payback?
How long is long-term, how do we know what works?
Andrew Sharp, Director Brand Economics & Finance, PRICEWATERHOUSECOOPERS LLP

14.45
Advertising returns – the long-term investment plan
How pre-test measures can be related to brand drivers and longterm sales potential
Bernard Chudy, Director Marketing Science, MILLWARDBROWN

15.15
PANEL DISCUSSION - Growing brands
What measures and levels of investment are required to grow brands?
Conference speakers, plus:
Louise Cook, Partner, HOLMES & COOK
Martin Hayward, Director of Strategy and Futures, DUNNHUMBY

16.00
KEYNOTE SPEAKER
New metrics for a customer centric age
Clive Humby, Chairman & Co-Founder, DUNNHUMBY

16.30
CLOSING COMMENTS
Roderick White, Editor, ADMAP

16.45
CONFERENCE CLOSE

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