Date: Tuesday, 16th September 2008
Time: 17.30 - 20.00
Venue: The Members Club, RDS, Dublin 4
McKinsey and Unilever will present on how to evaluate your marketing spend.
Gordon Mowat is a partner with McKinsey in London. He has worked with 3 our of the top 10 global consumer goods companies. Gordon has extensive experience on corporate strategy, business unit strategy, customer management, marketing and operations. Prior to McKinsey, he worked for Proctor & Gamble
Conor Kilduff is Marketing Director for the entire Unilever Ireland portfolio. Brands include HB ice cream, Knorr, Lyons Tea, Flora, Hellman's, Persil, Dove, Surf, Domestos, Dove and Lynx. Conor has been in his current position since January 2008. Unilever employs 200 people and has group turnover of €346million in 2006.
Who should attend this event?
Marketing Directors, Marketing Managers, Brand Managers, Financial Controllers
What will you learn?
- The Importance of Marketing/Branding to companies
- Measuring Marketing Effectiveness
- Brand Valuation methods
- Marketing Measurement metrics
- What are the challenges of marketing measurement?
- Examples of successful marketing accountability programmes
- Managing the balances of marketing accountability & creativity
- What processes, metrics are used – i.e. cross-functional teams, resources, technology
- Driving Marketing Spend Effectiveness
- How do you determine spend allocation
- How do you prioritise spend in tightening economy
- Do you prioritise/cut back on certain elements of the marketing mix when marketing budgets are reduced