After a hugely successful first event, we are delighted to sponsor the latest Marketing Leaders Masterclass in conjunction with Elmwood.

1. Brand & Audience
Engagement
Masterclass
By Invitation Only
#BEMLeeds
Where: Elmwood Leeds, LS11 5WD // When: Tuesday 14 July 2015
9.30am-12.30pm // *Registration between 9.00am-9.30am*

2. The masterclass aims to provide delegates with a unique
‘Brand’ learning experience, with five leading industry
experts sharing powerful insight and strategic thinking
on brand and audience engagement.
Brand & Audience
Engagement Masterclass #BEMLeeds

3. In partnership with:
Venue Partner
www.elmwood.com
The Consumption and Experiential
Marketing Knowledge Platform
http://www.liv.ac.uk/
WRG
www.wrglive.com
Creative Design Partner
www.pixelpusher2000.com
Igniyte
www.igniyte.co.uk
Wolfstar
www.wolfstarconsultancy.com
Associate Sponsor
www.networkmarketingjobs.com
Jaywing
www.jaywing.com
Stashmetrics
www.stashmetrics.com
www.pixelpusher2000.com
Pixelpusher2000

4. Who’s
Attending?
• Head of Marketing Operations, O2
• VP Global Brand Strategy, Arla Foods
• Marketing Director, Taylors of Harrogate
• Marketing Director, Joe Browns
• Head of Community & Social Media Marketing, Premier Farnell
• Consumer Insight Manager, Asda
• Head of Customer Knowledge & Insight, TD Direct
• Senior Manager, Online Content & Brand Communications, TD Direct Investing (Europe)
• Professor of Marketing, University of Liverpool
• Head of Marketing, Wage Day Advance
• Senior Manager - Brand Operations, Lloyds Banking Group
• Marketing & Communications Director, Capita
• Brand & Social Media Manager, Superbreak
• Digital Marketing Manager, Irwin Mitchell
• Digital Content Coordinator, Pure Collection
• Brand Manager, Warburtons
• Marketing Manager, Hermes UK
• Senior Marketing Manager - Customer Retention & Engagement, Satsuma Loans
• Brand Activation Manager, Bettys & Taylors of Harrogate
• Communications Manager, Xerox
• Social & PR Manager, Pets Choice
• Head of Marketing, Pets Choice
• UK Marketing Manager, Smoothwall
• Retail Development Area Manager, Warburtons
• Digital Marketing Campaign Manager, Provident
• Director of Media, KC (KCOM Group)
• Marketing Manager, Yorkshire Water
• Senior Marketing Manager - Global & Consumer Experience, Mamas & Papas
• Customer Strategy & Planning Manager, Yorkshire Building Society
• Media Relations Manager, Yorkshire Building Society
• SEO & Content Manager, icelolly.com
• eCommerce Manager, icelolly.com
• Customer Marketing Manager, First Direct

5. The Death of Who: The Birth of Me
Dan Monteith, Group Client Services Director
& Tim Leonard, Brand Provocator at Elmwood
We are living in a period of unparalleled change, in a world of
where barriers are being torn down, traditional roles are being
challenged and people are no longer defined by age, gender or
location – welcome to the post demographic era.
Elmwood will take a look at the changing face of demographics and
how smart brands are responding and rethinking the very meaning
of targeting.
Trust me – I’m a brand
Carol Smith, Director of Brand Engagement at WRG
In this session we will be sharing why trust today should continue to
be at the top of the brand engagement agenda and how it – or
perceptions of it – has evolved. We’ll look at trends on who
consumers trust first, how organisations can respond and the power
of ‘Inside out’ branding.
The Dating Game: The importance of brand
seduction in the age of information
Nicola Carey, Head of Strategy & Planning at Jaywing
This session will take a closer look at why we have to stop seeing
‘head and heart’ and ‘maths and mad’ as conflicting forces. Nicola
will examine why data optimisation and technology needs to work
together with brand myths and storytelling to ultimately drive
customer value and profitability, and how as marketers, we can’t
forget the things we learned about people’s relationships with
brands in the ‘age of broadcast’ – as we move into the ‘age of
information’.
Brand Protection Online: What every brand needs
to know & how to react quickly to negative
information
Caroline Skipsey, Managing Partner at Igniyte
Over the past five years, all brands have been finding and
engaging with their audiences on social media and wherever
they’re gathered online to grow their presence. At the same time,
Google and other search engines have developed their algorithms
so that third-party websites, forums and press articles rank highly
for brand names. Brands now face issues with these articles and
sites ranking highly when they’re not always positive. In this
session, Caroline will be discussing how to react quickly to
negative content online and how to portray your brand positively.
The art of brand engagement and social listening
Tim Sinclair, Managing Director at Wolfstar
& Sam Oakley, Co-Founder at Stashmetrics
This session will examine and challenge the perceptions around
‘what is truly effective in brand engagement’ from a strategic and
tactical position. If we assume that brand engagement is the
process of providing branded communications and experiences
that add value to consumers’ lives and that nourish relationships
between them and the brand in all its guises – then we will be on
our way.
In the second part of the session, Sam takes a look at how the way
you listen to social media can affect the kind of engagement that
happens around branded content. He will also examine the
importance of context in social listening and how brands can
apply some of these techniques to deliver more actionable
measurement.
Expert Sessions

6. Speakers
Carol Smith,
Director of Brand Engagement
at WRG
Carol has a proven track record in delivering
business growth and creating effective
brand communications. She spent many
years at TBWA working across key accounts
including PZ Cussons, Henkel, AG Barr and
Brother. She then moved to McCanns,
introducing and leading accounts such as
Vision Express, Cross Country Trains and
Welcome to Yorkshire.
A wealth of leadership and communications
experience gained across a wide range of
sectors led her to become Head of Brand
Communications at Cirrus where she led
many brand engagement programmes for
organisations such as HSBC, Shop Direct,
Warburton’s and National Nuclear Labs.
As Director of Brand Engagement at WRG
her passion is employee engagement and
her role involves supporting the client
teams, to work with their clients to develop
programmes that help increase
engagement.
Dan Monteith,
Group Client Services Director
at Elmwood
Dan discovered the creative industry by
accident, while studying for a law degree
and writing copy for a friend’s agency in his
spare time. His first accounts were Jaguar
and Vauxhall Opel, followed by a move to
pioneering London agency St Luke’s (vie
Lowe) where he ran a multi-brand account
for Interbrew.
After four years as a consultant on accounts
such as P&G and Bosch, Dan moved to
Scandinavia where he became the CSD of
an independent ad agency, running the
global Husqvarana account. He returned to
the UK in 2
Tim Leonard,
Brand Provocator
at Elmwood
An Elmwood veteran and insight addict, my
mission is to provoke clients and colleagues
to think differently and help define creative
solutions that drive commercial success. I
support the wider Elmwood team to
develop and define brand strategy and
uncover the latest and hottest trends. I
contribute to and participate in pitches,
workshops, research and thrashes – all with a
healthy dose of enthusiasm, energy and
curiosity.
I have worked on some very effective jobs
for clients such as P&G, Argos and
Morrisons. Outside work I get my creative fix
with technological gadgetry – current
favourite is my connected home lightbulbs
and my PS4. I’m a proud father of two boys.

7. Nicola Carey
Head of Strategy & Planning
at Jaywing
Nicola spearheads Strategy and
Planning at Jaywing, working to
drive customer understanding
and develop effective brand and
marketing strategies for
Jaywing’s clients. A true
strategist for the data driven
age, Nicola has a real talent and
love of translating data into
insight for clients to inform both
strategic and creative direction.
In addition to a wealth of brand,
consultancy, planning and
innovation experience gained
with leading brands including
first direct, E.ON, EE and
Diageo, Nicola’s international
experience spans consumer
engagement and market
research everywhere from
America to Africa and
Afghanistan. She was also
recognised as one of The Drum’s
Top 50 Under 30 in digital in
2014, which celebrates women
who are trailblazing their way in
the digital industry.
Sam Oakley
Co-Founder
at Stashmetrics
Sam comes from the PR industry
where he has spent ten years
working with brands to build and
implement award-winning digital
PR and comms strategies. He
has spent the majority of his
career at Wolfstar where he was
a director prior to setting up
StashMetrics with Wolfstar
colleagues Tim Sinclair and Mike
Houston.
Tim Sinclair
Managing Director
at Wolfstar
Formerly a Captain in the Duke
of Wellington’s Regiment, Tim
has more than 25 years’
experience in public relations
including consumer, B2B, CSR,
crisis and issues management,
stakeholder relations and brand
story telling. He established
multiple award-winning
integrated communications
agency Sinclair Mason in 1986,
working with clients including
BT, Reebok, Dunlop, NHS,
Hermes, Cadbury, Harvey
Nichols, Silentnight, France
Telecom and Visa, before selling
the business to Huntsworth plc
in 2005.
He established WOM UK, the
UK’s Word of Mouth Marketing
Association, acting as its chief
executive for the first year of its
operations, before leaving to
found Wolfstar, the UK’s first
specialist social media and
public relations consultancy.
Caroline Skipsey,
Managing Partner
at Igniyte
Caroline is Managing Partner of
Igniyte, playing a key role in
establishing the company as a
specialist in online reputation
management. Caroline has 20
years of business, legal and
financial experience within the
media and digital marketing
industries. Working with clients
and their legal advisors to give
support when they’re facing
issues; Caroline helps companies
deal with inappropriate,
defamatory and unsubstantiated
content online.
Caroline’s knowledge is sought
by legal partners, brands and
companies and as such, is a key
industry spokesperson, regularly
asked to speak at legal,
marketing and PR conferences
and events. Caroline is the
author of A Guide to Managing
Your Personal Information
Online, and regularly features on
leading publications and TV and
radio stations across the country.

8. How to attend
If you’d like to attend or get involved as a partner,
please contact :
John McCambley, Event Producer
+44 (0)7796322894
johnmcc73@gmail.com
Further information can also be found on
www.johnmccambley.com/