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ABSTRACTS & PRESENTATIONS

Simon Rost

Chief Marketing Officer

  • Customer Experience, Insight & Engagement
  • Marketing Organization & Transformation

Collaborating with Startups and Customers on AI – Approach and Lessons Learned

Simon Philip Rost will talk about GE Healthcare’s approach to enhancing its value proposition and position the organization as a digital healthcare company on top of MedTech. He will share how the organization collaborates with startups, customers, and other partners to leverage digital and AI. Simon will share insights on:

  • Starting with one collaboration cohort and progressing to second and third cohorts – selecting the problems from customers to work on and involving one customer as acceleration partner and another to ensure scalability
  • How the multi-player collaboration tackles the limits of startup-corporate collaboration and enables success
  • Evolving the approach and engaging with an open innovation company to enhance startup collaboration and overcome the challenge of startups not speaking the same language
  • How the collaboration supports company positioning and enhances the value proposition
  • Lessons learned on startup collaboration including the need to collaborate at eye level, understand the value proposition for each participant, and identifying the right customer to collaborate with

Catja Prykop

Vice President Early Innovation

  • Marketing Organization & Transformation

The Future of Customer Experience

Panel on The Future of Customer Experience

Celso Borges

Vice President & Head of e-Commerce Europe

  • Digital Marketing, Martech & Multichannel
  • Marketing Organization & Transformation

Building Digital and Social Media Campaigns – And the Key Organizational and Cultural Elements to Accelerating E-Commerce

Celso Borges Shimabukuro will talk about how PepsiCo leverages AR and external collaboration to create and scale marketing campaigns. He will also discuss what it takes to drive e-Commerce – a key enabler for Omnichannel. Celso will share challenges and learnings on:

  • Leveraging AR to create a digital advent calendar for snacks – and doing deep research on consumer habits and snacking occasions to identify new occasion opportunities and tap into with quick delivery value proposition
  • Creating collaborative social media ads with Tesco and Facebook and a direct-to-consumer campaign on TikTok
  • The key role of ecommerce as a champion of omnichannel – and the need for cultural, organizational, and capability elements to fall in place and propel e-Commerce
  • How the transactional relationship with customers and relying on them to engage with consumers clashes with the need in e-Commerce to understand consumers directly
  • The need to enable a culture of agility and learning fast to accelerate e-Commerce
    Managing the challenge of embedding e-Commerce into the business and giving it more autonomy – and the hurdle of the organization and supply chain being built for retail

Morten Dyrholm

Group SVP, MarCom, Sustainability & Public Affairs

  • Marketing Organization & Transformation

The Future of Customer Experience

Panel on The Future of Customer Experience

Thomas Heilskov

Senior Director, Global Head of The Barn

  • Marketing Organization & Transformation

Bringing Marketing Services In-House – What It Takes to Build Your Own Agency

Thomas Heilskov will talk about Arla Foods’ journey to building an in-house agency from scratch. He will share the approach taken to setting up the agency and growing it from 8 people to 130 with hubs in several markets. Thomas will share learnings on:

  • Creating an in-house agency model and new ways of working that is more fit for building brands in a digital world
  • The benefits of having an in-house agency that integrates creativity and media to overcome silos with a simpler and more agile operational model
  • Setting up the agency and determining what to copy from external agency design and ways of working – applying the startup mindset and recruiting the right agency talent
  • Expanding from digital creative content to become a lead agency for global brands
  • Managing the mindset shift in working with colleagues instead of external partners
  • Lessons learned including the need to deliver on key components comparable to external agencies

Tina Lilje

Head of Customer Experience

  • Brand Strategy & Purpose
  • Customer Experience, Insight & Engagement
  • Track Talk

How Brand and Purpose Impact Customer Experience – Living Up to a Brand’s Promise and Engaging the Organization

Tina Lilje will talk about Philips’ Customer Experience approach for their B2B business. She will reflect on the learning along the company’s journey to a better customer journey and how intended approached don’t always deliver the desired results.

  • Neither ‘Fixing the Basics’ nor’ Delighting the Customer’ are the approaches of the future; combination of both and less delight might just be the way forward
  • Your approach will differ depending on what your goal is: are you planning to stop the bleeding or grow your business and strengthen your brand?
  • What Philips learned, changed and how we ultimately used the twin CX approach to improve customer experience.

Thomas Ritter

Professor of Market Strategy and Business Development

  • Digital Marketing, Martech & Multichannel
  • Marketing Lab
  • Marketing Organization & Transformation

Spotting and Tackling Dilemmas

Thomas Ritter will lead a lab on dilemmas. He will briefly introduce the issue of which dilemmas leaders need to solve and to make tough decisions about. Thomas will start the lab off with a short teaser dilemma. This will be followed by group discussions.

The participants will learn and work on the following:

  • Understand how to spot dilemmas, discuss them, decide and implement a solution
  • Work in groups on a provided marketing dilemma with the goal of arriving at a shared conclusion
  • Share the largest dilemma from their respective companies
  • Harvest discussion results

Michael Haenlein

Professor of Marketing

  • Digital Marketing, Martech & Multichannel
  • Marketing Lab

Productivity Booster or Creativity Killer? The Power of Generative AI for B2B and B2C Companies

Michael Haenlein will lead a lab on leveraging Generative AI. He will start the lab off with a short introduction to the disruptive and fundamental change Generative AI brings. This will be followed by group discussions.
The participants will learn and work on the following:

  • Understand the generative AI capabilities
  • Work in groups on provided challenges focused on innovation, marketing, or HR
  • Explore and identify opportunities to leverage Generative AI
  • Determine how to implement Generative AI and identify challenges
  • Harvest discussion results

Eva-Mia Westergren

former CMO Lead for Sweden

  • Digital Marketing, Martech & Multichannel
  • Marketing Organization & Transformation

Driving Digital Transformation for Marketing – Connecting Marketing and Sales and Adding Value to the Global Model

Eva-Mia Westergren will talk about how Microsoft’s Swedish branch drives digital transformation in marketing and digital selling. She will discuss the rationale and benefits of the transformation and detail how the branch gets people on board to drive change. Eva-Mia will share insights on:

  • Identifying unique local opportunities to add value – and ensuring alignment with the global strategy
  • Getting organizational buy-in – starting with local leadership and getting them excited about the transformation
  • Training marketers to get them to understand the process, system, and benefits – changing mindsets and building skills
  • Mobilizing sellers and supporting them to change towards modern digital selling – leveraging the right incentives to change sellers’ behaviors
  • Leveraging AI and data and managing challenges – ensuring local relevancy and getting everybody on board

Bilgi Karan

UX Manager

  • Brand Strategy & Purpose
  • Customer Experience, Insight & Engagement

Bridging the Gap: Applying UX and Agile Principles to Marketing and Embracing Inclusivity

Bilgi Karan will talk about how marketers can leverage UX and agile principles and methods for inclusive brands. He will discuss how UX and Agile can enable marketing to turn problems into opportunities. Bilgi will detail how – and why – to keep a laser focus on customer problems, while following up with outcomes and measurable hypotheses

  • Customer Centric Innovation and Design Thinking
  • Keynote

Building Inclusive Innovation Based on Real Customer Problems and Long-Term Thinking

What happens when we write “Innovation Department” on a door. Do we encourage the rest of the organization to innovate or stand back? How to create an inclusive innovative culture in an organization that is based on inclusive design. Example of intrapreneurship at IKEA Home smart. Bilgi will talk about failures and not only success in this session. Some lessons learned:

  • Finding fantastic problems rather than fantastic solutions for lasting success
  • Inclusive innovation both for innovators and the customers by eliminating idea ownership
  • Prioritizing user outcomes over business outcomes with the power of UX
  • Celebrating failures – before during and after a project

Johan Hanekom

Principal for Sustainability and Innovation, Amazon Web Services

  • AI, Internet of Things & Emerging Technologies
  • Innovation for Sustainability and Circular Economy

Driving Sustainability – Reducing Scope 3 Emissions and Leveraging AI

Johan Hanekom will talk about Amazon’s thrust for sustainability. Johan will share insights on:

  • Amazon’s strategy to achieving sustainability goals: the plan and approach to tracking against the objectives – from water positivity to net zero and investments in clean companies
  • Collaborating with suppliers and customers to reduce the organization’s Scope 3 emissions
  • Leveraging machine learning and data sets to identify trends, inform the strategy, and drive down carbon emissions
  • Agile Organization, Culture & Leadership for Innovation
  • Customer Centric Innovation and Design Thinking

Amazon’s Culture of Innovation – Nurturing Day-One Mindsets at Scale and Onboarding Customers with Company Culture

Johan Hanekom will talk about how Amazon continually applies its culture of innovation at scale. He will also discuss why and how the organization onboards customers with the organization’ culture. Johan will share insights on the key elements of the organization’s tried and tested innovation culture, including on:

  • Leadership principles – and why they conflict by design
    Mechanisms – the approach to reporting ideas through a press release, working backwards, and making decisions accordingly
  • Architecture of the organization – how the organization enables employees to innovate quickly through the cloud
  • Building teams – from hiring against leadership principles and culture fit through team set-up to standardizing deliverables
  • Sharing the culture with customers – training them and establishing a common language

Björn Theis

Vice President and Head of Foresight

  • 2023 - Marketing
  • 2023 – HR
  • Gamechanging Innovation and New Business Models
  • HR Lab
  • Innovation in China and Globalization of R&D
  • Innovation Lab
  • Marketing Lab
  • Marketing Organization & Transformation
  • Organizational Development & the Role of HR

The Futures of China – Leveraging Scenarios to Inform Corporate Innovation, Marketing and HR Strategies and Long-Term Plans

Björn Theis will lead a lab on leveraging scenarios to inform strategic involvement in China. He will briefly introduce the large-scope scenario study Evonik has conducted and share the main strategic findings. This will be followed by a group workshop.
The lab participants will learn and work on the following:

  • Understand the scenarios and the most important strategic insights for each of the scenarios
  • Work in groups on a selected research question focused on innovation, marketing, or HR
  • Use the future wheel approach to identify the consequences of the main development with respect to the group’s research question
  • Work as a group to determine how to respond to the challenges and opportunities the results of the future wheel present
  • Harvest the workshop’s results

Manuel Schneider

Head of Open Innovation

  • Customer Centric Innovation and Design Thinking
  • Gamechanging Innovation and New Business Models

Mastering the Art of Customer Validation: Effective Questioning and Bias Mitigation in New-Business Building

In today’s ever-evolving landscape of corporate innovation, the ability to ask the right questions is a fundamental skill for identifying customer problems, uncovering opportunities, and forging new business pathways. Manuel Schneider will provide practical insights into the art of questioning and strategies to eliminate biases that can obscure the customer perspective. He will share insights on:

 

  • The Power of effective questioning – the approach to leveraging thoughtfully constructed queries as catalysts for innovative ideas and solutions
  • Customer insights unveiled: using the right questions for customer validation, exploring techniques for empathizing with customers and extracting valuable insights to drive problem-solving and identify opportunities – with examples of good and bad questions
  • Guarding against cognitive biases – leveraging effective techniques to avoid subtle biases that can inadvertently creep into the customer interaction process such as confirmation bias and anchoring bias
  • Frameworks for effective questioning – using proven questioning frameworks to elicit candid responses from customers, dig deeper, and uncover latent needs and aspirations
  • Iterative questioning – iterating to continuously refine and adapt questions as understanding of customer needs and market dynamics evolves
  • Practical insights and key takeaways on promoting innovation and cultivating a customer-centric culture

Nina Warburton

Head of Design Excellence, Personal Health

  • Customer Centric Innovation and Design Thinking
  • Customer Experience, Insight & Engagement
  • Innovation Lab
  • Marketing Lab

Experience Design – Creating End-to-End Customer Experience

Nina Warburton will lead a lab on leveraging experience design for an end-to-end customer experience. She will briefly introduce the approach and explain how it allows the organization to identify and address issues in customer experience. This will be followed by a group workshop.
The lab participants will learn and work on the following:

  • Understand the benefits of experience design and learn how to leverage the ’living wall’ to identify issues in customer experience
  • Work in groups on leveraging experience design
  • Harvest the workshop’s results

John Ridgway

Sr. Director eComm Marketing, PepsiCo Europe

  • Digital Marketing, Martech & Multichannel
  • Marketing Organization & Transformation

Building Digital and Social Media Campaigns – And the Key Organizational and Cultural Elements to Accelerating E-Commerce

Celso Borges Shimabukuro will talk about how PepsiCo leverages AR and external collaboration to create and scale marketing campaigns. He will also discuss what it takes to drive e-Commerce – a key enabler for Omnichannel. Celso will share challenges and learnings on:

  • Leveraging AR to create a digital advent calendar for snacks – and doing deep research on consumer habits and snacking occasions to identify new occasion opportunities and tap into with quick delivery value proposition
  • Creating collaborative social media ads with Tesco and Facebook and a direct-to-consumer campaign on TikTok
  • The key role of ecommerce as a champion of omnichannel – and the need for cultural, organizational, and capability elements to fall in place and propel e-Commerce
  • How the transactional relationship with customers and relying on them to engage with consumers clashes with the need in e-Commerce to understand consumers directly
  • The need to enable a culture of agility and learning fast to accelerate e-Commerce
    Managing the challenge of embedding e-Commerce into the business and giving it more autonomy – and the hurdle of the organization and supply chain being built for retail

Julia Kurtz

Director Marketing & Strategy Industrial Adhesives

  • Marketing Organization & Transformation

Creating Strategic Connections Between Marketing, Innovation, and Sales – Bringing the “Strategy to Business” – Process to Life

Julia Kurtz will talk about Henkel’s approach in Industrial Adhesives to creating interconnections between different functions. She will detail the rationale and the approach to developing and implementing Strategy to Business. Julia will also discuss how the organization developed a digital tool to steer sales in a strategic way. She will share learnings on:

  • Addressing the challenge of strategy fragmentation across functions – building Strategy to Business as an umbrella process to make a single person accountable for the entire process until the sales takeover
  • Moving towards interconnections and having the Strategy to Business owner working closely with the different functions including innovation, marketing, and sales
  • Bringing the process to life – having very clear roles and responsibilities, and managing challenges
  • Developing a tool for integrated steering for sales – taking a strategic angle to direct resources to the most attractive opportunities

Ida Svensson

Transformation Manager New Food

  • Marketing Organization & Transformation

The Future of Customer Experience

Panel on The Future of Customer Experience

Clive Grinyer

Head of Service Design

  • Brand Strategy & Purpose
  • Customer Experience, Insight & Engagement
  • Keynote

Redesigning Design – Leveraging Service Design to Understand Customer Journeys and Experiences

Service design enables organizations to find new solutions to current and future challenges. Clive Grinyer will show how the methods of service design can help organizations to turn customer insights into opportunities for innovation and better decisions for business.

  • Leveraging design as a strategic and holistic tool – including for making customer centric decisions and honing in on what should rather than what can be built
  • Using service design to drive customer centricity and cross functional collaboration Identifying customer needs and mapping consumer journeys – leveraging the blueprints to work on a shared vision
  • Building and delivering on new transformative customer journeys – and across different channels
  • 2023 - Marketing
  • 2023 LABS
  • Customer Centric Innovation and Design Thinking
  • Customer Experience, Insight & Engagement
  • Innovation Lab
  • Marketing Lab

From Customer Journey Mapping to Blueprints – Turning Insights and Strategies into Successful Innovation

In this session we will use customer journey mapping to identify insights and understand the touchpoints, channels and systems that deliver customer experiences. We will look at how this can become a powerful tool for cross-business collaboration and a customer centric culture in your organization.

We will work on the following:

  • Work in groups to select a customer persona within either B2B or B2C and map the customer journey
  • Identify problems and pain points along the persona’s customer journey
  • Discuss how to improve the customer journey and determine what is needed to deliver on the improvements

Owain Griffiths

Head of Circular Economy

  • Track Talk

The Bumps on the Circular Road – Changing Customer Behavior and the Complexity of Measuring Resource Use

Owain Griffiths will discuss the challenges in realizing impact with circular solutions. He will explain why circular solutions are not enough to create impact. Owain will also detail the challenges in measuring the base-level of resource use and the impact on biodiversity.

  • What it takes to change customers’ behaviors and engage them with circular mobility solutions – from policy and ecosystem change to the wicked problem of balancing behavior change incentives with highly variable burdens
  • The complexity of the supply chain – the challenges in calculating the comprehensive environmental footprint beyond the generic databases and the downsides of the high-level assessment
  • Circular resource use and biodiversity – managing the exponential increase in information and the challenge of engaging with novel issues in complex times

Søren Lethin

Innovation Catalyst, Creative Play Lab

  • Customer Experience, Insight & Engagement

Driving User Experiences – Leveraging Consumer Centric Thinking, Supporting Teams and Building Capabilities

Søren Lethin will talk about how LEGO’s internal design thinking supports LEGO franchises to create compelling play experiences & Go-To-Market strategies through consumer centric approach and methods. He will share insights on:

  • How to Go from ‘inside-out’ to outside-in to future-proof vision and offering – ‘consumer first’
  • How to understand the world around your proposition – and strengthen with consumer, culture, and commercial insights.
  • How to catalyze and inspire internal teams by supporting them to identify growth opportunities

  • 2023 LABS
  • Agile Organization, Culture & Leadership for Innovation
  • Customer Centric Innovation and Design Thinking
  • Innovation Lab

How to Future Fit Strategic Innovation! Try Out the LEGO Innovation Everywhere Framework

Day to day pressure can distract innovation teams from innovating for the future. Søren Lethin will lead a lab on leveraging consumer centric tools to future-proof innovation. He will briefly introduce the 3C design thinking framework developed by LEGO’s Innovation Everywhere unit. This will be followed by a group discussion.
Lab participants will learn and discuss the following:

  • Learn how the holistic outside-in perspective of the 3C framework enables strategic innovation
  • Self-assess their organization’s strategic innovation practices
  • Discuss and share experiences and best practices on the three elements of the 3C framework

VIRTUAL 2022  Online, 8-10 March

2024 Copenhagen, 5-7 November

HR & Marketing Summit sites coming soon

2023 Copenhagen, 7-9 November

Coming soon...

SPRING 2022  Copenhagen, 10-12 May

3 Summits • 1 Ticket

VIRTUAL  On-Demand

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