The state of the marketing address

Written by Emma Dawson • Online since 15.09.2015 • Filed under Industry news • From Issue 2 - September 2015 - February 2016 page(s) 44-45
The state of the marketing address

Now in its fifth year, the Integrated Marketing Communication (IMC) Conference has become known for its fresh and engaging content. In August, Emma Dawson attended the event at the CTICC in Cape Town and reports.

State of Marketing Address (SOMA) – was delivered by marketing and agency thought-leaders and focused on how to build a world-class marketing programme using consumer insights. Aimed at CEOs, marketing directors and managers, communication specialists, brand managers and entrepreneurs, the IMC Conference offers many compelling reasons to attend. Besides being the only integrated marketing communication conference in South Africa, delegates get the opportunity to learn about the most relevant communication disciplines and trends from top industry speakers. The conference’s practical format is one of its key features. Over the two-day event, delegates chose six workshops to attend, from 12 options. These were hosted by innovative communication specialists who ensured that delegates were able to extract maximum value and take home a wealth of knowledge. Jaco van Zyl, managing director of IMC Conferences, says: ‘We are delighted that the conference was such a huge success in Cape Town. The ideas and expertise of our speakers allowed for marketing and communication practitioners to access the latest insights and innovative ideas, while the incredible line-up of workshops that took place offered our delegates a holistic experience of the conference’s offering.’ On day one, Graham Warsop, founder and chairman of The Jupiter Drawing Room, kicked off proceedings with his keynote address, entitled: ‘Marketing – where to from here?’. He provided an informed look at the state of marketing today, and offered his personal perspective on what the future holds. Graham argued that innovative thinking, creative entrepreneurship and an iconosclastic approach to business are just some of the qualities needed to give the top marketers of tomorrow a real competitive advantage.

The second keynote address was presented by Bryan Melmed, vice president at Exponential. Bryan’s talk, entitled ‘big data is only human’, warned delegates that marketers need to stop racing towards what big data has promised and to rather focus on what it can actually deliver. The third presentation, by Lynne Gordon, managing director at Added Value, focused on ‘cultural vibrancy – the new essential insight for growth’. Lynne explored how brands can connect with culture and she showcased brands that do. She also provided a practical roadmap to the cultural vibrancy of a brand. The final address on the first day was a joint session by Yegs Ramiah, Sanlam’s chief executive and Santam’s executive head; and Alistair King, founding creative partner at King James Group. Yegs and Alistair discussed how they work together on the Santam and Sanlam brands and what has come out of the partnership. On day two, a presentation by Telkom’s chief marketing officer, Enzo Scarcella looked at ‘the changing face of communication: getting back to why people buy’. With his vast experience in the telecommunications space, Enzo, provided insight into what’s in store for marketers. How changing technology will impact the way we communicate, and its impact on the way we construct marketing campaigns. Paula Raubenheimer, managing director at Southern X, discussed programmatic media and the traction it has gained by allowing brands to make media buying decisions immediately based on a huge amount of learned data.

Melissa Attree, director of content strategy at Ogilvy & Mather, gave a presentation about how an effective content strategy can strengthen campaigns and boost customer engagement in an omnichannel world.

The ninth keynote address was by Tanya Bertram, head of CRM and customer loyalty at OFYT. Tanya revealed the art and science of measuring the impact of marketing planning, and debunked some of the myths around measurement for the sake of measurement. Besides the numerous workshops available to delegates during the two days, the finale keynote speech was from Adam Weber, executive creative director at Joe Public. Adam shared his thoughts about ‘creative executioners’ and how beautifully smart work should inspire just one response... ‘I wish I’d done that’. ‘Some 270 delegates from all over South Africa and Africa attended the IMC Conference in Cape Town, and I’m confident that our event is the most recognised marketing and communication conference around. We aim to expose our delegates to the latest IMC trends by educating, entertaining and engaging them with our incredible line-up of industry experts, our distinctive event format, and the customised workshops feature,’ Jaco concludes. IMC Johannesburg is being held at Vodaworld from November 2 to 3, 2015. For more information, visit


Issue 2 - September 2015 - February 2016

Issue 2 - September 2015 - February 2016

This article was featured on page 44-45 of SABI Magazine Issue 2 - September 2015 - February 2016 .

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