This is a review of recent talks in the Museum’s 2019 professional development programme, which is being supported by The Marketors’ Trust.
4th April 2019: Marketing Doesn’t Save Lives – Marketers Do
Jo Arden, Chief Strategy Officer at MullenLowe, delved into the archives to source key figures whose use of marketing techniques have made an impact on the past 100 years of healthcare.
Jo’s examples included influencers such as BBC’s Gert and Daisy who, in their cheery war-time radio show The Kitchen Front, delivered helpful information from the Ministry of Food. Also notable were those politicians tasked with delivering the hard-hitting public awareness campaigns of the 1980’s.
Historic TV and radio excerpts were used to support the talk.
Particular developments included the founding of the Women’s Institute, and the successes of No Smoking Day.
A serious subject made fascinating and informative for a diverse group of attendees including from Camelot, DDB and the Welcome Collection.
15th April 2019: Humanising the Brand
Dean Aragon, CEO of Shell Brands International and Global VP Brand, shared his experiences of what it takes to humanise a brand, which begins by humanising customers and humanising yourself.
Aragon says purpose is key. Shell’s purpose is to provide cleaner energy. This idea materialises in #makethefuture, a campaign that aims to change the way the world produces and uses energy. One example is The Great Travel Hack, the cleanest way to travel across America.
Another initiative to #makethefuture is by closing the gender gap. Dean discussed how Shell is committed to helping women reach senior roles in engineering and technology through initiatives including partnerships with universities, flexible working schedules and a growing number of women in senior positions in the company.
A full house included attendees from the British Council, Lucozade Ribena Suntory, Edelman and Coca-Cola.
The talk was followed by a lively dialogue with the audience where Aragon reminded us that humanising is about connection, about stimulating conversations, and about the ability to pivot. Whatever the context, we must have an anchor in our unique essence, both in business and in life.
14th May 2019: Digital Innovation and Behavioural Change
The talk by Emma Logan, Head of Marketing at Public Health England, focused on the evolution of marketing at Public Health England. It was attended by numerous professionals, including attendees from the BBC, Ipsos MORI and M&C Saatchi.
Emma told us it has become a priority to engage audiences digitally, with social media dominating access to the web.
Emma shared three current digital marketing initiatives:
- Change4Life Food Scanner app allows users to discover sugar quantities in food, resulting in 81% of users reducing their sugar intake.
- Breastfeeding Friend, on Alexa, is another great tool helping mothers with questions relating to breastfeeding.
- Cervical Screening Saves Lives campaign has partnered with Treatwell, a beauty services booking app. Aestheticians are trained to discuss cervical screening with clients to raise awareness of the importance of this check.
16th May: Flavour of the Month
Smell specialist and author of Perfume: A Century of Scents, Odette Toilette and flavourist and founder of Omega Ingredients, Steve Pearce treated audiences at the Museum of Brands to a tasting event like no other.
With an evening dedicated to the art and science of flavourings, we began with sampling tastes from our pasts, including the neat flavour behind mushroom Cuppa Soup! We then enjoyed an interactive talk exploring the development of different flavourings. It was amazing to learn just how many types of strawberry flavour we consume! The event was well attended and the audience, including guests from Time Out, Food Manufacture and Stylus, had a fantastic time engaging with flavours and revisiting the tastes of our childhoods.
The Museum’s professional development programme is generously supported by The Marketor’s Trust @marketors #MarketingCareer
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