OUTCOMES UNI 2021
Outcomes Uni is our biennial thought leadership event, where we invite Forethought marketing advisory, strategy and analytics clients to share their latest customer and market success stories and learnings. We know that the remarkable outcomes these clients have achieved will provide a great deal of inspiration and new thinking for us all.
This year Outcomes Uni was virtual and delivered in four daily bursts of approximately one hour each. We hope you enjoyed each session as we explored the very best practice across brand, communications, offer optimisation and customer experience.
Our Outcomes Uni 2021 speaker list is always stellar. We invited Forethought clients who are senior marketing practitioners driving successful outcomes for their brands, along with thought leaders who can amplify our thinking around the idea of driving stronger outcomes, including:
RECHARGING THE OPTUS BRAND STARTS WITH YES!
Melissa Hopkins, Head of Marketing and CMO Optus Consumer
How do you charge a strong brand to make it great? Under Mel’s direction, the Optus brand was ranked by Mediaweek as the strongest brand in 2019. In addition, the marketing team was recognised by Mumbrella as the Marketing Team of the Year 2020, and Mel herself was honoured in the Top 3 CMOs in Australia by CMO Magazine.
Mel is a highly creative, energetic and commercially astute senior leader. Renowned for her ability to challenge the norm and drive growth in highly complex, challenging and ambiguous conditions whilst driving strong commercial outcomes. Extensive global experience across a wide range of sectors and high profile brands. Superior leadership, organisational and team building skills. Mel earned the #3 ranking in CMO Mag’s Marketer of the Year 2020.
THE OUTCOMES MARKETING FORMULA
Don O’Sullivan - Professor of Marketing, Melbourne Business School
Don is back by popular demand for his third appearance at Outcomes Uni. As one of the world’s leading marketing and strategy experts, Don is blessed with the ability to distil the most complex of contemporary leadership and marketing thought into compellingly clear and concise frameworks and wry observations. A brilliant speaker, we are deeply grateful to have him share his newest thinking on driving marketing outcomes.
BETTER BIG BANK: A NEW ERA FOR BENDIGO BANK
Sarah Bateson - General Manager Marketing, Bendigo & Adelaide Bank
When your brand has built large trust reserves via a long standing brand platform, how and why would you risk changing it? Bendigo Bank’s “Better Big Bank” defines a new era for the bank's brand platform, positioning and visual identity – a forward thinking strategy rapidly yielding outcomes in line with its vision to be Australia's bank of choice. Sarah will share the story.
HARNESSING COLLABORATION AND CONSISTENCY IN MARKETING & CREATIVE PARTNERSHIPS
Michael Sinclair - Director, Creative and Communications Strategy, Optus & Umberto Mecchi, CEO, Mecchinism
Marketing partnerships are not command and control, so how do you optimise the elusive outcome: aligned collaboration? Michael and Umberto have worked on agency and client side and will share their learnings.
Umberto is a seasoned Marketing professional with over 30 years experience in senior marketing and strategic roles. His simple but effective application of strategic marketing fundamentals has enabled Umberto to create breakthrough marketing programs and brand campaigns for leading brands in Australia.
Prior to establishing Mecchinism Pty Ltd in January 2019, he was the Chief Marketing Officer at Hostplus where he managed the strategy, business intelligence, Client Sales and Services and the Marketing portfolios. He was also a member of the Industry Super Australia Marketing Strategy Steering committee overseeing the award winning Industry super fund category campaign for the last decade.
Umberto has worked in banking, insurance, energy and pharmaceutical industries for global brands, and was ranked 11th in the coveted CMO Top 50 list in Australia for his Marketing Influence and Excellence.
Michael is Director of creative and communications strategy at Optus. Michael uses creative thinking to help organisations change and grow. Responsible for the effectiveness of work across a wide range of disciplines, Michael is a firm believer in the magic formula of open collaboration plus unrealistic standards. Michael has been a strategist for agencies including Wieden+Kennedy, Colenso BBDO, Droga5 and M&C Saatchi. Michael has also led brand, communications and product strategy for companies including Nike, Honda, the BBC, Qantas and, of course, Optus.
Branded Communications with Sacha Cody - Senior Account Director, Forethought
We were delighted to have Melissa Hopkins and Michael Sinclair from Optus share their experiences driving brand and communications outcomes at Optus. While they will reference the program of work at Forethought, Sacha Cody will provide a more detailed perspective of the program itself as well as key learnings and principles on how organisations can use evidence gleaned from research to drive even greater advertising impact.
RENOVATE OR REBUILD CUSTOMER EXPERIENCE? HOW DO YOU REIMAGINE & FUTURE PROOF THE CUSTOMER EXPERIENCE?
Liz Fowler - Head of Strategy and Customer Experience & Emily Lonsdale - Senior Manager Strategy & Customer Experience - Aussie
If you were given the once-in-an-organisational-lifetime brief to reimagine customer experience from the ground up – what would you keep, start, stop? Liz and Emily shared their experience of this exact scenario.
Head of Strategy and Customer Experience, Aussie
Liz is focused on unlocking business growth through customer insights and experience, creating value through business-wide strategy, as well as through leading teams focused on strategy, customer experience, asset finance, marketing, product, customer, data/insights and operations (including customer contact centre).
With 20+ years in financial services to date, Liz believes it is essential to combine commercial, data-driven decisions with a strong focus on people development and culture.
Senior Manager Strategy & Customer Experience, Aussie
Emily Lonsdale is Senior Manager Strategy and Customer Experience at Aussie, and is helping drive Aussie’s customer-led transformation. Prior to Aussie, Emily has held Strategy roles at AMP and consulted for a number of ASX 100 companies on growth strategy.
WHO WOULD HAVE THOUGHT? A YEAR OF LIVING WITH COVID-19: THE FORETHOUGHT NORMALITY INDEX - AUSTRALIA & UNITED STATES UPDATE (JAN 2021)
Diane Shelton, CEO, Forethought
Twelve months on, did any of us think we would still be negotiating the path through the COVID-19 crisis?
The newest data provides insight that both confirms and surprises, but most importantly provides guidance to organisations looking for customer-led direction. Di will share the latest evidence and insight.
‘A look under the hood’ of the Aussie CX Program
Customer Experience with Melissa Yow - Senior Account Director, Forethought
Consumer insights, while critical, is one piece of the CX puzzle. Melissa will showcase a CX advisory framework used in the Aussie program to align insights with successful CX Implementation. What are the pitfalls to cross-functional alignment and executive endorsement? How does one align systems, tech, people and processes to meaningfully meet the needs of your customers? These are just some of the questions we look to explore in this session.
BRINGING YOUR A-GAME TO LEADERSHIP
Emma Murray - High Performance Mindset Coach
Everyone can have a burst of high performance, but great athletes and great managers don’t burst; they sustain high performance and, they bring that level out in those around them. Emma Murray teaches the tools for achieving personal and collective greatness.
RETHINKING POSSIBILITY: RAPIDLY DESIGNING AND DELIVERING NEW SERVICES TO NEW MARKETS
Troy Verhagen - Head of Commercial Strategy, Officeworks
When you are already the strong brand in category, how do you source new growth? How do you engage the organisation to operate in a new way to serve the new opportunity?
Troy’s focus over the past 15 years has been on leading cross functional initiatives including Strategic Transformation, Workforce Transformation, CRM, Loyalty and Digital Marketing for high commercial impact across industries including Retail, FMCG, Telco, High Tech and Digital Media.
Troy has an effective, evidence-first formula for his work: first listen to end customers to get to the heart of the challenge and once equipped with the data, only then move identify the right team to solve it.
‘A look under the hood’ of Officeworks’s Education Strategy.
Offer Optimisation with Lauretta Karreman - Principal Consultant, Forethought
Unlocking growth from your current and/or new business offer (product, service and solutions) comes from a deep understanding of market needs and behaviours. The process Officeworks went through in developing a new offer is applicable to all businesses in the current business context given the parameters within which consumers make decisions has altered. Lauretta will provide a framework in which to identify the optimal insight required at each stage of the product lifecycle from inception to launch.