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LONDON 2018
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BATTLEBRIDGE ROOM
HALL ONE
HALL TWO
OFFICE HOURS (WENLOCK & LIMEHOUSE ROOM)
KINGS PLACE MAP
KINGS PLACE
HALL TWO • Julian Birkinshaw — Fast/Forward: Make Your Company Fit • for the Future • Danielle Bailey — Five Keys to Winning in China • Ashley Tolbert & Jessica Dervyn — Data-Driven Strategies • for Personalisation
KINGS PLACE ART GALLERY • Breakfast• Coffee Break• Lunch
MUSIC FOYER • Registration
BATTLEBRIDGE ROOM • Reception & Book Signing
HALL ONE • Ken Allard — Welcome • Scott Galloway — The Break Up of Big Tech• Dominic Houlder — The Six Myths of Strategy Execution • Simon Birkenhead — Retail in Europe: Digital Disruption • and Survival • Sonia Marciano — Strategy and Enterprise Value• Matthew Mulford — How Groups Go Wrong• Patrick Barwise — The 12 Powers of a Marketing Leader • Romain Vandevoorde & Reid Sherard — Working With• • • • • • • E-Tailers: Golden Rules• Pablo Foncillas — Forensics of Failure: Keys to Failing • With Success• Maureen Mullen & Jane Fisher — The Innovation Class • Katherine Dillon — 100 Days of Making• Jonathan Mann — The Conference Troubadour
SESSION ONE SESSION TWO
WEDNESDAY JANUARY 24 AGENDA
08:15 10:50
11:40
am am
am
09:00am
09:10am
09:50amam
WELCOME HALL ONE
Ken Allard, L2 Plenary 1:THE BREAK UP OF BIG TECH HALL ONE
Scott Galloway, NYU Stern & L2 Plenary 2:THE SIX MYTHS OF STRATEGY EXECUTION HALL ONE
Dominic Houlder, LBS
12:20pm
LUNCH KINGS PLACE ART GALLERY
COFFEE BREAK KINGS PLACE ART GALLERY
Breakout Sessions:OPTION A: RETAIL IN EUROPE: DIGITAL DISRUPTION AND SURVIVAL HALL ONE
Simon Birkenhead, L2
OPTION B: FAST/FORWARD: MAKE YOUR COMPANY FIT FOR THE FUTURE HALL TWO
Julian Birkinshaw, LBS
Plenary 3:STRATEGY AND ENTERPRISE VALUE HALL ONE
Sonia Marciano, NYU Stern
REGISTRATION & BREAKFAST MUSIC FOYER & KINGS PLACE ART GALLERY
10:30am
Breakout Sessions:OPTION A: FORENSICS OF FAILURE: KEYS TO FAILING WITH SUCCESS HALL ONE
Pablo Foncillas
OPTION B: DATA-DRIVEN STRATEGIES FOR PERSONALISATION HALL TWO
Ashley Tolbert, L2 Jessica Dervyn, L2 Plenary 6: THE INNOVATION CLASS HALL ONE
Maureen Mullen, L2Jane Fisher, L2
SESSION THREE SESSION FOUR
01:20
01:50
02:40
pm
pm
pm
Plenary 4: HOW GROUPS GO WRONG HALL ONE
Matthew Mulford, HEC
Plenary 5: THE 12 POWERS OF A MARKETING LEADER HALL ONE
Patrick Barwise, LBS
Breakout Sessions:OPTION A: WORKING WITH E-TAILERS:GOLDEN RULES HALL ONE
Romain Vandevoorde, L2 Reid Sherard, L2
OPTION B: FIVE KEYS TO WINNING IN CHINA HALL TWO
Danielle Bailey, L2
WEDNESDAY JANUARY 24 AGENDA
04:20
04:50
05:30
pm
pm
pm
03:30pm
RECEPTION & BOOK SIGNING BATTLEBRIDGE ROOM
INSPIRATION SESSION HALL ONE
Katherine Dillon Jonathan Mann
THE BREAK UP OF BIG TECH HALL ONE
Scott Galloway For the past decade, the loudest arguments waged regarding the Four (Amazon, Apple, Facebook, and Google) were about which CEO was more Jesus-like or should run for president. However, the worm has turned against big tech. Facebook denies the responsibilities of a media company, more people subscribe to Amazon Prime than voted in the 2016 US presidential election, Google owns 90 percent market share in search, Apple controls content and distribution via one billion active iOS users, and we are starting to question how much power and influence is too much. In this session, L2 Founder Scott Galloway discusses why breaking up the big tech companies will create a more prosperous society for consumers, shareholders, and corporations.
THE SIX MYTHS OF STRATEGY EXECUTION HALL ONE
Dominic Houlder Should strategy execution follow a hierarchical structure? Is performance culture the best way to achieve strong results? In this session, Dominic Houlder, a leading expert on strategy execution, will share recent research from the London Business School to dispel some of the biggest myths that exist in strategy execution today.
WEDNESDAY JANUARY 24 AGENDA
RETAIL IN EUROPE: DIGITAL DISRUPTION AND SURVIVAL HALL ONE
Simon Birkenhead With innovative digital marketing strategies and standout e-commerce experiences, digitally savvy brands and e-tailers are shaking up Europe’s retail landscape. This session will profile trailblazers in the digital arena and provide key takeaways for brands and retailers struggling to keep up with the pace of disruption.
FAST/FORWARD: MAKE YOUR COMPANY FIT FOR THE FUTURE HALL TWO
Julian Birkinshaw The leading companies of the past 20 years have all harnessed the power of information to gain a competitive advantage. But as access to big data becomes ubiquitous, it can no longer guarantee a leg up. In this session, Julian Birkinshaw, author of Fast/Forward (a Financial Times “Best Business Book” of 2017), will introduce “adhocracy”— a new approach to strategy and organisaton that will provide the necessary playbook to make your company fit for the future.
WEDNESDAY JANUARY 24 AGENDA
SESSION DESCRIPTIONS
HOW GROUPS GO WRONGHALL ONE
Matthew Mulford This session will explore the promises and risks of making decisions in groups. Matthew Mulford, Affiliate Professor at Paris’ HEC, will examine how the pressure to conform and the "rationality of silence" can create high confidence in bad choices, and will describe some simple tools to mitigate against the worst of these risks.
STRATEGY AND ENTERPRISE VALUE HALL ONE
Sonia Marciano In recent years, there has been a palpable shift in the nature of the US economy that has resulted in an unprecedented share of earnings concentrated in a small number of firms. For this reason, understanding how to think strategically at both the individual and enterprise level is more important than ever. In this session, Sonia Marciano, Professor of Management and Organizations at the New York University’s Stern School of Business, will discuss the key steps in building a successful business strategy.
WEDNESDAY JANUARY 24
SESSION DESCRIPTIONS
WORKING WITH E-TAILERS: GOLDEN RULES HALL ONE
Romain Vandevoorde & Reid Sherard A brand's site traffic and search visibility are often dwarfed by those of large e-tailers. For this reason, a brand’s e-business performance is closely tied to its success on these platforms. This session will provide insights into what it takes to succeed with e-tailers and how to leverage the merchandising features they provide.
WEDNESDAY JANUARY 24
THE 12 POWERS OF A MARKETING LEADER HALL ONE
Patrick Barwise To maximise their business impact and career success, senior marketers must complement their technical abilities with leadership skills that can mobilise their bosses, their colleagues, their teams, and themselves to achieve the company’s priorities and exceed customer expectations. Using new, large-scale research as a springboard, Patrick Barwise, co-author of The 12 Powers of a Marketing Leader, will discuss tools and techniques to develop these leadership skills.
FIVE KEYS TO WINNING IN CHINA HALL TWO
Danielle Bailey This session will provide the keys for brands to navigate China’s dynamic digital landscape, with a focus on social, e-commerce, and digital marketing strategies. Attendees will learn how to bridge the gap between global headquarters, adapt their strategies to Chinese business units, and set region-specific business goals.
FORENSICS OF FAILURE: KEYS TO FAILING WITH SUCCESSHALL ONE
Pablo Foncillas We live in a success-oriented society where the common belief is that failure is bad. However, firms are learning more and more that the innovation process often leads to failure. In this session, Professor Foncillas will discuss the benefits of implementing a failure management process that can help companies to boost their innovation and make the most of mistakes, turning unsuccessful launches into insights and learnings.
SESSION DESCRIPTIONSWEDNESDAY JANUARY 24
DATA-DRIVEN STRATEGIES FOR PERSONALISATIONHALL TWO
Ashley Tolbert and Jessica Dervyn This session will review the strategies of DTC brands across different industries as they relate to data capture, personalisation, and targeting. Attendees will leave with a better understanding of how best-in-class brands leverage customer data to build targeted marketing campaigns that drive engagement and promote conversion.
THE INNOVATION CLASS HALL ONE
Maureen Mullen & Jane Fisher In this session L2 Co-founder Maureen Mullen and Retail Sector Lead Jane Fisher will explore how the "innovation class" of brands are exploiting new opportunities to disrupt their respective industries. This presentation will look at what brands can learn from the innovation class, including which aspects of their strategies are best left to the disruptors.
SESSION DESCRIPTIONSWEDNESDAY JANUARY 24
100 DAYS OF MAKING HALL ONE
Katherine Dillon Katherine Dillon, Chief Creative Officer of L2 and Clinical Arts Professor at NYU Tisch School of the Arts will discuss iteration and its impact on the creative process. 100 Days of Making is a presentation of a personal creative challenge meant to inspire others.
THE CONFERENCE TROUBADOUR HALL ONE
Jonathan Mann Jonathan Mann is the Guinness World Record holder for most consecutive songs written. Over the course of eight years, Jonathan has written and recorded a new song every single day. Join Jonathan as he presents an original single recounting his experiences.
INSPIRATION SESSIONWEDNESDAY JANUARY 24
BIOS
DANIELLE BAILEY Head of APAC Research, L2
In her time at L2, Danielle Bailey has spearheaded the expansion of the Digital IQ Index methodology into new markets and verticals. During her tenure she has co-authored more than 20 studies, including her first study covering China in 2011. Additionally, Danielle built the data partnership practice at L2, engaging innovative data providers to develop new metrics and analytical frameworks to benchmark digital performance. Prior to L2, Danielle managed the implementation of award-winning mobile initiatives for large media clients, including NBC Universal and The New York Times Company. Danielle has a B.S. in Systems Engineering from the University of Virginia and an M.B.A. from NYU Stern.
KEN ALLARD CEO, L2
Ken Allard is the CEO of L2 and a trusted partner for C-level executives seeking to build digital capabilities and lead their industries. Prior to L2, Ken was the Global Managing Director of Strategic Services at Huge, where he led Huge’s business strategy, client services, product management, data science & analytics, content strategy, and technology teams. At Huge, Ken helped clients transform their brands and grow their businesses, developing market strategies and identifying opportunities for new digital products and services. Ken started his career as an analyst at Gartner and became the Director of Interactive Product Development.
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PATRICK BARWISE Emeritus Professor of Management and Marketing, London Business School
Patrick Barwise is Emeritus Professor of Management and Marketing at London Business School. He joined LBS in 1976 after an early career at IBM. Patrick co-authored the book, Simply Better: Winning and Keeping Customers by Delivering What Matters Most, which won the American Marketing Association’s 2005 Berry-AMA Book Prize. His latest book, The 12 Powers of a Marketing Leader, co-authored with former McKinsey partner Thomas Barta, was published in September 2016. Patrick is also the former chairman of Which?, UK’s leading consumer organisation, and an experienced expert witness in international commercial tax, and competition cases. He has been involved in three online start-ups: Research Now, sold to eRewards in 2009, Verve, and Attest.
SIMON BIRKENHEAD Managing Director, Europe, L2
Simon Birkenhead is the European Managing Director at L2, where he advises CMOs and senior marketing leaders on how to enhance their business impact through digital strategies. Simon has over 22 years of digital marketing and advertising experience, having held previous roles at Google, 3M, and Telefónica. Prior to joining L2, Simon was the CEO of Axonix, a mobile ad exchange. He has presented his digital marketing thought leadership on stage at many marketing conferences, including Shoptalk, Web Summit, Mobile World Congress, Ad:Tech and Festival of Media.
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JULIAN BIRKINSHAW Professor of Strategy & Entrepreneurship, London Business School
Julian Birkinshaw is Deputy Dean and Professor of Strategy and Entrepreneurship at the London Business School. He is a fellow of the British Academy and was recently listed as one of the top 50 management thinkers in the world in the 2017 Thinkers50 ranking. Julian has authored 15 books including Fast/Forward, Becoming a Better Boss, and Reinventing Management, and has written over 100 articles in journals such as Harvard Business Review and Sloan Management Review. He is regularly quoted in international media outlets, including CNN, the BBC, The Economist, The Wall Street Journal, The Huffington Post, Businessweek, and The Times. Julian consults for major corporations around the world and is a frequent keynote speaker at events in, Europe, North America, and Australia.
JESSICA DERVYN Senior Associate, Client Strategy. Europe, L2
Based in Europe, Jessica Dervyn is a client strategy manager at L2. Jessica manages Beauty and Luxury accounts and helps global brands shape their digital strategies across desktop & mobile site investments, e-tailers, digital marketing, and social media. Prior to her client strategy role in London, Jessica worked on Beauty Digital IQ reports for France, UK, and Germany in L2’s New York office. Before joining L2, Jessica worked in France within the Beauty/Hairdressing industry. She earned an MBA at HKUST in Hong Kong / NYU Stern in the US.
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KATHERINE DILLONChief Creative Officer, L2 Professor, NYU Tisch
Katherine Dillon is the Chief Creative Officer at L2 where she leads the Creative, Marketing, Event and Research Operations teams. Since starting at L2 in 2011, she has helped to develop the L2 brand, and currently produces the weekly Winners & Losers video series. Katherine is also a clinical professor of design at NYU’s Tisch School of the Arts ITP Program where her coursework focuses on visual communication literacy, user experience design, and design psychology. Katherine started her career at ABCNews where she was the Director of Broadcast Graphics, the founding Creative Director of the ABC Multimedia Group and the founding VP/GM of ABCNews.com. Katherine was awarded two Emmys for her creative work at ABC. She holds a Bachelor’s degree from Cornell University and a Master’s degree from the Graduate School of Design at Harvard University.
JANE FISHER Director, Specialty Retail & Activewear, L2
Jane Fisher is a client strategist with extensive experience in the Beauty, CPG, Specialty Retail, and Activewear sectors. She works closely with L2's Client Strategy and Research divisions to translate data into relevant and actionable recommendations and insights for L2 member brands. Jane has experience working with leading consumer brands and enterprises including L'Oréal, Procter & Gamble, and Nike. Jane joined L2 in 2014 after graduating from Yale with a B.A. in the History of Art.
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PABLO FONCILLAS Professor, Researcher, and Speaker in Business Innovation
Pablo Foncillas teaches Executive Education, MBA, and Executive MBA programs. Throughout his career Pablo has helped commercialise over 150 brands in more than 25 countries. He holds a degree in Law, an MBA from IESE Business School, and is currently in the faculty of the Marketing Department at IESE. His areas of expertise in the academic world are the digital environment and its impact on the commercial and business models of companies, commercial communication, brand development, and route to market in FMCG and services. Pablo is a regular speaker in administrative councils and board meetings and has been invited to forums such as the IATA, AEDEMO, E-Business Global Conference of Bilbao, OME, and the Association of Spanish Newspaper Editors.
SCOTT GALLOWAY Founder, L2 Clinical Professor of Marketing, NYU Stern
Scott Galloway is a professor at the NYU Stern School of business where he teaches brand strategy and digital marketing. He was named “One of the World’s 50 Best Business School Professors” by Poets & Quants in 2012. He is the founder of Red Envelope, Prophet Brand Strategy, and L2, acquired by Gartner (NYSE: IT) in March 2017. Scott’s book The Four (Portfolio Penguin, 2017) debuted on the New York Times and Wall Street Journal bestseller lists. Scott was elected to the World Economic Forum’s Global Leaders of Tomorrow and has served on the boards of directors of Eddie Bauer (Nasdaq: EBHI), The New York Times Company (NYSE: NYT), Urban Outfitters (Nasdaq: URBN), and UC Berkeley’s Haas School of Business. He received a B.A. from UCLA and an M.B.A. from UC Berkeley.
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DOMINIC HOULDER Adjunct Professor of Strategy & Entrepreneurship, London Business School
Dominic Houlder is an adjunct professor of Strategy and Entrepreneurship at London Business School. He is an expert on B2B and professional services firms, helping leaders of major organizations to connect with their clients, their colleagues, and themselves in different and compelling ways. Professor Houlder leads London Business School’s executive programme, Executing Strategy for Results, and co-led the Australian Graduate School of Management’s Consortium programme. Before joining London Business School in 1994, he worked for the Boston Consulting Group and held senior leadership positions in the corporate world. His work has been published in leading practitioner journals including the Sloan Management Review and the Harvard Business Review. He is the author of the book Mindfulness and Money.
JONATHAN MANN Singer/Songwriter
Jonathan Mann is the Guinness World Record holder for most consecutive songs written, writing and releasing a song a day for over eight years. From penning a rock opera based on the Super Mario Bros. to recording a song that made Steve Jobs dance on stage at an Apple event, Jonathan Mann’s career has taken him in many incredible and unexpected directions. Over the course of this journey writing and recording a new song every single day, he has developed a unique ability to turn any topic or situation into a song, learning firsthand what it means to be creative on demand. Jonathan has been interviewed on the Rachel Maddow Show, the Anderson Cooper Show, and at TEDMED. He has composed original songs for Airbnb, American Express, Movado, and Apple, is still writing a song a day, and lives with his wife and son in Jersey City.
MATTHEW MULFORD Affiliate Professor, HEC Paris; Visiting Senior Fellow, LSE
Dr. Matthew Mulford is an affiliate professor at HEC-Paris, a visiting senior fellow at the London School of Economics, and a visiting faculty member at the European School of Management and Technology in Berlin. Prior to his Deanship, Dr. Mulford was a senior lecturer in quantitative methods and negotiation analysis at the London School of Economics. His research interests include the psychology of judgment and decision, negotiation analysis, experimental game theory, and experimental research design. Dr. Mulford has designed, directed, and taught executive training courses in more than 20 countries for a variety of clients, including: Boehringer Ingelheim, Bosch, Commercial Bank of Qatar, Deutsche Bank, EADS, Ericsson, Gallup, Gold Fields, Indian National Railroad, MAF-Carrefour, Qatar Foundation, Rusal, Siemens, Statoil, Syngenta, and Total.
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SONIA MARCIANO Clinical Professor of Management and and Organizations, NYU Stern
Sonia Marciano is a clinical professor at the Stern School of Management, and is the current Stern academic director for TRIUM – a joint executive M.B.A. program that includes Stern, LSE, and HEC. Prior to Stern, Sonia was at the Columbia Business School and spent more than two years teaching at Harvard’s Institute for Strategy and Competitiveness. Sonia has also taught in both executive and full-time programs for the Wharton School and Yale SOM. Currently, Sonia teaches core strategy as well as electives in advanced strategy and global competition. Sonia was named best professor at the Yale, Kellogg, and Stern’s Executive M.B.A. programs in 2010, 2011 and 2012. She received her B.A. with honors, M.B.A., and Ph.D. in Business Economics and Industrial Organization from the University of Chicago.
MAUREEN MULLEN Co-Founder & Chief Strategy Officer, L2
As Co-Founder and Chief Strategy Officer at L2, Maureen Mullen co-authored the L2 Digital IQ Index methodology and oversees L2 research and strategy. She has led C-level engagements for L2 members including Procter & Gamble, L’Oréal, LVMH, Nike, Unilever, and many others. Prior to L2, Maureen was a consultant at Triage Consulting Group, where she led managed-care payment review projects for hospitals including UCLA Medical Center, UCSF, and HCA. Maureen holds a B.A. in Human Biology from Stanford University and an M.B.A. from NYU Stern.
REID SHERARD Associate Director, European Research, L2
Reid Sherard is an associate research director at L2, leading a team of researchers focused on expanding L2’s coverage of European insights and Digital IQs. Prior to moving to London to help establish the office in 2015, he conducted Digital IQ research in a number of categories, including Luxury, Retail, Auto, and Spirits, and led client strategy in Watches & Jewelry out of New York. Reid holds a B.S. in International Relations and Chinese from Carnegie Mellon University.
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ASHLEY TOLBERT Client Strategy Director, Europe, L2
Based in London, Ashley Tolbert leads Client Strategy across European Retail and Consumer Goods sectors at L2 inc. Ashley actively advises European-based research and methodologies to benchmark the effectiveness of brands’ digital strategy. Through the Client Strategy group, Ashley counsels member brands in realizing their strengths and prioritising efforts across the four core dimensions of a brand’s Digital IQ. Ashley began her career within Deloitte Consulting’s Strategy and Operations practice where she advised consumer-centric companies in organisational effectiveness. Here, she married industry best practices and internal reviews with analytic modeling to provide comprehensive recommendations for operational improvement.
ROMAIN VANDEVOORDE Client Strategy Director, Europe, L2
Romain Vandevoorde is the European Director of Beauty and Luxury Client Strategy at L2. Based in London, Romain helps clients drive their digital strategies and provides recommendations around industry shifts, customer experience, digital marketing and social media performance. Romain has over a decade of international experience in the Luxury industry. Prior to joining L2, he worked at L’Oréal, developed his own venture in China, and advised clients on strategic and digital questions at Monitor Deloitte. Romain holds an MBA from INSEAD.
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