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The TV playbook for online businesses

Agenda

9.30: Welcome
Matt Hill, Research and Planning Director, Thinkbox
, introduces the morning.

9.40: The TV playbook for online businesses
Dr Grace Kite, Founder & Economist
and Faith Stevens, Partner & Principal Economist, Magic Numbers, take us through the brand-new research and share their findings.

10.55: Break

11.15: The power of brand communications
Orlando Wood, Chief Innovation Officer at System1
draws on the research he sets out in his IPA publications Lemon (2019) & the recently launched Look out (2021). Revealing the business case for why online businesses should be harnessing the power of brand focussed comms, and more importantly, what they need to do, if they’re going to get it right.

11.45: Panel session with Q&A
Featuring Anna Greene, VP Brand, Gousto; Sarah Brown, Head of Consumer Marketing, Rightmove and Tom Beardmore, Founder, Chamber. This panel session will discuss the brand journeys undertaken by online businesses as well as insights from agencies working together with them. Hosted by Rupen Shah, Head of Client Services, Thinkbox.

12.45: Ends

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Speaker biographies

Dr-Grace-Kite

Dr Grace Kite, Economist and Founder, Magic Numbers
With 20 years’ experience, Grace is a business economist who’s worked on more than 100 market mix modelling projects across all the main advertising buying categories. She is columnist at marketing week and WARC, and a regular speaker on marketing effectiveness.

After earning a PhD in Economics, Grace began her career using analytics to evaluate marketing, taking on increasingly senior roles at Mindshare, Millward Brown, Holmes & Cook, Mediacom, PHD and OMD.

Her work has led to twelve IPA Effectiveness award winners plus a Cannes Grand Prix, and she was a technical judge for the 2020 IPA awards.

Faith-Stevens

Faith Stevens, Partner and Principal Economist, Magic Numbers
Faith has worked with over 30 clients during her eight years so far, applying economics and econometrics to marketing questions. She’s worked across all the main advertising buying categories, including clients in the UK and abroad. Highlights have included Intuit, HMRC, Co-op Bank, Google and Boots.

Faith began her career at MediaCom and went on to take ever more senior roles at Annalect, Gain Theory and now Magic Numbers. Her approach is helping people put numbers to good use, by guiding them to hone in on their key goals, and coming up with practical solutions to get there.

Orlando-Wood

Orlando Wood, Chief Innovation Officer, System1 Group, Honorary Fellow of the IPA and author of Lemon (IPA, 2019) and Look out (IPA, 2021)
Orlando’s research is a unique combination of neuroscience, cultural history and advertising research, which describes and explains a change in creative style that has occurred in today’s technologically-disrupted world – one that has undermined advertising effectiveness. Importantly, Orlando’s work also provides evidence and guidance to show how we might reverse this.

Orlando led the IPA’s Creativity and Effectiveness research in 2017, 2018, 2019 and 2020. His work has influenced thinking and practice in research, marketing and advertising, earning him recognition from the ARF, the AMA, Jay Chiat, ISBA, the MRS, ESOMAR and the IPA.

Anna-Greene

Anna Greene, VP Brand, Gousto
Since joining in 2018, Anna has been responsible for leading the brand at Gousto, connecting the dots between insights, product and marketing to drive Gousto’s vision to become the UK's most loved way to eat dinner.

With 20 years of marketing experience, Anna formed part of the core marketing team on the launch of EE, partnered with RockCorps to scale a global volunteering movement and founded her own e-commerce business. Anna has played a crucial role in shaping the customer experience for Gousto and has been named one of Marketing Week’s top 50 CX professionals in 2020 and 2021.

Sarah-Brown

Sarah Brown, Head of Consumer Marketing, Rightmove
Sarah is surrounded not only by a plethora of homes she wishes she lived in, but by an extensive array of insights into UK moving habits and the wider market. While she’s worn a number of hats in her time at Rightmove, she has always been focused on harnessing the brand’s unique position to deliver insight-driven initiatives that further cement Rightmove as being the place for property.

Tom-Beardmore

Tom Beardmore, Founder, Chamber
Tom started Chamber in 2020 specifically to help e-commerce and high growth businesses plan and buy their initial offline media campaigns. With a background in media measurement, effectiveness and analytics, as well as a passion for start-ups, he brings his experience working across 100s of brands to help clients manage their first moves beyond digital channels. Most recently he has been working with Onto, the electric vehicle car subscription brand, launching their first TV campaign in the build-up to COP26.

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