This document provides information about an event hosted by the IAA (International Advertising Association) titled "IAA 2015 Global Brand Think Tank: Are Marketers Losing Their Power?". The event will discuss the key power shifts impacting global brands today, including the power of traditional vs new marketing practices, the power of digital, the power of talent, and the power of procurement. It will be held on November 24th in London and feature speakers from companies like IBM, McKinsey, Barclaycard, and EasyJet. Attendees will learn how to address these power shifts and navigate the changing marketing landscape.

1. IAA 2015 Global Brand Think Tank: Are MArketers losing their Power?
IAA 2015 Global Brand Think Tank:
Are MArkeTers
losInG TheIr Power?
24th november 2015
17th Floor, The News Building, 1 London Bridge Street, London SE1 9GF
Knowledge partner:
Media partners:

2. IAA 2015 Global Brand Think Tank: Are MArketers losing their Power?
what is the IAA Global Brand Think Tank?
In 2008, the UK Chapter of the IAA started a new initiative called the Global Brand Think
Tank. It was designed to provide a forum for senior marketers of global brands to talk about
the issues facing them and to share best practice and new insights. Since then, the IAA has
hosted events on themes of interest to global brand champions. For full details please visit:
www.iaauk.london
why you should attend
The current climate for global brands is constantly changing. For senior marketers this
means there are significant power shifts happening that impact the ability for a brand
to reach their customers in a genuine way.
As more practices and channels to reach customers rise, this opens many pathways for
communications to grow your customer base and hit business goals, regardless of product
or service. This year’s event will focus on the challenges and opportunities in this new world
and specifically address the power shifts that impacting today’s top brands.
Introduction

3. IAA 2015 Global Brand Think Tank: Are MArketers losing their Power?
what are the marketing power shifts?
The IAA have spoken to leading global brands and pulled together four key power shifts that
will be discussed at the event and how to they can be addressed:
1. Power of traditional vs new marketing practices
How marketers can plan for the long term but be agile for the constantly
changing market.
2. Power of Digital
How to integrate the digital into an organisation and use the customer voice.
3. Power of Talent
How to manage the fragmentation and new areas of marketing talent, within the
organisation and manage working with the right partners.
4. Power of Procurement
How to work with procurement to demonstrate the value of marketing.

4. IAA 2015 Global Brand Think Tank: Are MArketers losing their Power?
Caroline Taylor
Vice President Marketing,
Communications & Citizenship
IBM Europe
liz ericson
Associate Principal,
McKinsey & Company
katherine whitton
CMO,
Barclaycard
Thomas Brown
Director,
Strategy and Marketing at CIM
Ian Cairns
Head of Brand and Marketing
Services, EasyJet
linda nicholson
Head of Europe,
Accenture Media Management
who will be speaking?
Speakers at the event include:

5. IAA 2015 Global Brand Think Tank: Are MArketers losing their Power?
Date 24th November 2015
Time 1.30pm
Place 17th Floor
The News Building
1 London Bridge Street
London
SE1 9GF
1.30pm Registration
2-5.30pm Interactive workshop
including presentations
and panel discussion
with speakers*
5.30pm Cocktails & canapés
Information and Agenda
Date and location Agenda
It is free to attend and for senior marketers.
If you would like to secure one of 75 places, then please contact
Patrick Melville at patrick@melville-solutions.com or call +44 (0)7968 825 284
*Agenda and Speakers are subject to change. Updates to be posted on the IAA website: www.iaauk.london