When rebrands go wrong

(And how to avoid the pitfalls)

Everything marketers need to know about AWE 2014

Advertising Week Europe 2014, which Marketing Week is partnering, is now in its second year and takes place this week. So what do marketers need to know about the festival? We offer you an essential guide to our own content and other highlights.

Advertising Week 2014

Marketing Week will be busy reporting on all the most important news from the events as they happen so you won’t miss out even if you can’t make it to everything. We have a special dedicated Advertising Week Europe 2014 page. Sign up to Marketing Week’s daily newsletters to stay in touch with what’s going on in the world of marketing, both at Advertising Week Europe and beyond.

Monday 31 March 2014

8am, The Guardian Leadership Breakfast, Ronnie Scott’s Jazz Club

Join Alan Rusbridger, editor-in-chief of The Guardian and special guests including Marketing Week editor Ruth Mortimer for a discussion on the Edward Snowden leaks and the implications for the marketing and advertising industries.

4:15pm, All business failures are marketing failures, David Lean Room, BAFTA

The Marketing Society host a vigorous debate arguing that marketers should lead the business because they best understand the customer. Martin Glenn, chief executive of United Biscuits and veteran marketer proposes the motion, while David Haigh of Brand Finance argues that finance directors are the better fit.

Tuesday 1 April

9am, Wired leadership breakfast, Channel 6 Stage @ The Underground, BAFTA

Technology brand Wired hosts a panel looking at the new “always on” way of working. How is this affecting how people buy, consume media and live their lives? Ruth Mortimer, editor of Marketing Week, joins Wired’s deputy editor Olivia Solon on the panel.

12:45pm, Masters of Monetization: Mobile, David Lean Room, BAFTA

Hosted by Marketing Week’s deputy editor Branwell Johnson, this session looks at the rapidly evolving mobile area. He is joined by brands including Weve and Facebook to tackle the issues marketers need to know.

2pm, Creative Review and Design Week present: Building a brand through creativity, Channel 6 Stage @ The Underground, BAFTA

Marketing Week sister brands Creative Review and Design Week host a discussion with Simon Mottram, co-founder and Slate Olson, chief marketer for cycling lifestyle brand Rapha. The session looks at how creativity and content can be leveraged for business success.

Wednesday 2 April

2pm, Celebrity Intelligence presents: I’m a marketer – get me in here! Channel 6 Stage @ The Underground, BAFTA

Celebrity endorsement is big business. Marketing Week’s sister brand Celebrity Intelligence hosts a practical session with a crack team of endorsement experts behind the long-running Walkers promotion, including Paul Weiland, award-winning director, Freuds associate director Jack Freud, AMV BBDO chief innovation offer Jonny Spindler and Walkers marketing director Pete Charles.

Thursday 3 April

10:30am, Marketing Week presents: What makes a modern marketer? News Room Studio A, BAFTA

Successful young marketers give career tips and explain how they plan to reach the top of their profession, drawing on their experience as part of expert mentoring programme The Marketing Academy. Hosted by Branwell Johnson, deputy editor of Marketing Week. The panel includes Adam Johnson, marketing director Nokia UK; Amanda Lakin, general manager brand advertising at TUI UK, Victoria McIvor, marketing strategy and planning manager at BA and Aaron Child, Windows Phone marketing manager.

2pm, Marketing Week presents: CMO 3.0, Channel 6 Stage @ The Underground, BAFTA

Marketing Week sets the agenda for the future of the chief marketing officer with a panel discussion with four leading CMOs. Led by Ruth Mortimer, editor of Marketing Week, the session asks Pernod Ricard’s CMO Martin Riley, Britvic CMO Matthew Barwell, William Hill CMO Kristof Fahy and RSA CMO Peter Markey, for their predictions and experience.

Other highlights:

Party at….

7pm, Thursday 3 April, Microsoft Wrap Party, Koko

Microsoft hosts a bash with an expansive roster of music acts led by Katy B, whose Little Red album hit # 1 on the BBC charts. The party also features Neon Jungle and special guest, Aloe Blacc.

Star-spot at….

9:30am, Wednesday 2 April, The ITV Stage at the Princess Anne, BAFTA

Actor Idris Alba will be in conversation with Spotify’s Chris Maples for a conversation about how his passion for music has been a major influence on his career.

12pm, Monday 31 March, Channel 6 Stage @ The Underground, BAFTA

M&C Saatchi’s session featuring cyclist Victoria Pendleton CBE and cricketer Andrew ‘Freddie’ Flintoff MBE discussing whether hard work or talent is more important in driving success.

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