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Bringing a brand to life is what brand activation is all about.
By creating a brand experience, marketers can connect with consumers, build trust and create loyalty.
So what features of a brand should you encourage people to interact with? And how?
We’ll look at these questions and more at our October 25 Networx, when we hear a panel of leading marketers talk about the winning tactics they’ve used to bring their brands to life.
Bringing Brands to Life
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Here’s a sneaky peek at the speakers for this event.
Ben MacphersonChief Marketing Officer, Pie Face
Ben Macpherson is currently the Chief Marketing Officer for fast growing QSR (Quick Service Resteraunt) chain Pie Face (BRW Fast Franchises, Fast 100, Fast Starters, AMP Retailer of the year finalist, Cool Company Awards Big Kahuna, FCA Emerging Franchisor of the year award). Currently 60 stores with several new stores opening each month.
Prior to Pie Face, Ben has founded and sold a number of businesses across the education, telecommunications, entertainment, and publishing industries. Most recently Ben was the founder of Brightstars Education (which was sold to the Fairfax family Marinya in 2008 for $11.25m). Ben's area of marketing expertise is in branding, sales, direct marketing, local area marketing and general marketing.
Jon HollowayDigital Strategy Director, The Works
Jon Holloway is the man behind the strategy wheel at The Works in Sydney, an advertising agency with a very different approach. As a UK export he has arrived in Sydney from being co-pilot at Brand Agency Hurricane in London and is only in his 8th week down under.
Jon’s career has spanned both the agency world and client side as well as running several start-ups in the tech and retail world. He is an ambassador of brand personality and has a major passion for the digital to real world crossover and what that means for brands in these social times.
He is currently working on a content experiment in the form of a crowdsourced book on the subject of Customer Driven Brand labeled Brandsourcery. Jon is also the founder of #themeet140 in Sydney which is basically twitter in the real world, a relaxed opportunity for people to bring their personal brands to life.
If you want to know more about him check out twitter @socialvation.
Andrew KeithBrand Manager, Smirnoff Australia
Andrew Keith has eight years experience in the liquor industry through sales, events and marketing. As Smirnoff Brand Manager his major focus is on recruiting new drinkers through emotional based platforms. This includes experiential activity such as major events, sponsorship and digital.
Shani Langi-LatukefuManaging Director, PLAY Communication
Shani took the reigns as Managing Director at PLAY in July 2011 after having joined the team as Client Services Director in early 2010. Shani has ultimately responsibility for the success of the business and is involved in the strategic and creative direction across PLAY's broad range of Clients.
Before life at PLAY, Shani spent 9 years working across a multitude of marketing disciplines, specialising in sponsorship, events and experiential and was responsible for leading major clients such as Telstra, Sony Computer Electronics and American Express. Shani also brings Client-side experience to PLAY having contracted as the Sponsorship Manager at Samsung Australia. Over the years, she has led integrated campaigns for some of the country’s biggest brands as well as having worked with a vast range of properties including the Australian Tennis Open and Commonwealth Games.