2021 CMO 100 Index Roundtable Takeaways | Business & Finance

The 2021 CMO 100 Index was launched at a particular digital Roundtable, in affiliation with Xtremepush. The occasion featured a keynote handle from Mark Schaefer, worldwide social media and advertising guru and a keynote from Tommy Kearns, CEO, Xtremepush.
(*100*) was adopted by a roundtable on the theme Digital Acceleration: Technology has modified our minds — now it’s time for manufacturers to catch up, which targeted on matters equivalent to digital acceleration, information privateness, personalisation of promoting methods, multi channel engagement, amongst others. 
Moderator Rob Pryce, Chief Revenue Officer, Xtremepush was joined by a few of Ireland’s main advertising professionals together with Michelle Spillane, Marketing & Brand Director, Paddy Power, Mark Brennan, Head of Marketing, AIB, and Paul Dervan, CMO, National Lottery.
Featured Speakers
Tommy Kearns, CEO, Xtremepush
Tommy Kearns is a vastly skilled industrial chief with over 20 years’ expertise and experience working within the know-how, multichannel advertising and cell app areas throughout Ireland, the UK, the Caribbean, Latin America and the United States. He is CEO and co-founder of Xtremepush, the main buyer engagement, information and personalisation platform with a world portfolio of enterprise shoppers together with LiveScore, Oddschecker, 888 Holdings, Pollard Banknote, Rush Street Interactive, Bank of Ireland, Allied Irish Bank, National Bank of Abu Dhabi, Avatrade, Wirecard, Groupe Dynamite and RTE (nationwide broadcaster of Ireland). He can also be a co-founder of iMobile, a profitable cell app growth firm.
Tommy spoke in regards to the extraordinary adjustments which have taken place within the digital sphere, noting:
“When we take into consideration digital change, I’m certain, we might all agree, that the pace of change in digital advertising has been unprecedented, particularly within the final 12 to 14 months”.
He additionally shared recommendation with advertising leaders, saying, “The single most vital factor you are able to do proper now as a advertising chief inside your personal organisation is to construct out a buyer engagement technique based mostly on overtly acquired first get together information”.
Mark Schaefer, worldwide advertising professional
Mark Schaefer is a advertising technique marketing consultant, keynote speaker, faculty educator, and the creator of 9 books together with Marketing Rebellion and Cumulative Advantage. In his keynote, he shared his concept on acceleration: “Acceleration right this moment is, I feel, one of many biggest enterprise challenges and the impediment to acceleration in my thoughts is it actually isn’t an thought, it’s probably not private and it’s not even based”. 
He spoke about advertising’s personalisation: “Personalisation, ultimately, has change into impersonal […] and I feel right this moment that probably the most private firm, probably the most human firm, will win”. Mark famous the significance of making emotional connections, saying: “And right this moment, with a lot struggling on the earth, I feel we now have a chance to not simply create an emotional connection however to change into legendary.

Panelists 
Michelle Spillane, Marketing & Brand Director, Paddy Power
Michelle joined Paddy Power Betfair in January 2018 with a powerful resume to her identify. She most not too long ago served as Director RTE Global & Marketing from 2014, after spending two years as CMO for Microsoft Ireland. She was Head of Marketing at Bank of Ireland from 2006-2012 and Marketing Director for ITV Worldwide in London from 2003-2006
She shared her expertise with digital acceleration at Paddy Power:  “First it was very a lot about pivoting actually rapidly as a model and main into strengths that we now have in our model and which are distinctive to us, and a type of was our leisure pillar”.
She additionally spoke about how groups can adapt rapidly, saying: “The future wasn’t sure for any of us, we’re all at dwelling and no one was arrange for this, by way of gear from dwelling, from practices of working from dwelling and tech from dwelling”.
Michelle mentioned the altering buyer habits dictated a few of their technique. She famous: “We needed to pivot actually rapidly round our media combine and the place we have been going to entry these customers, what was the change of their media habitat consumption”. It was additionally vital to measure the advertising operate throughout the firm. She famous, “We measure every part and measurement is massively vital in our enterprise. We have an MMM, a combination modelling measurement system which appears to be like at our media planning”. Michelle mentioned the concentrate on the subsequent 12 months will probably be accelerating the corporate’s progress.
Paul Dervan, CMO, National Lottery
Paul Dervan is the CMO of The National Lottery in Ireland and creator of “Run with Foxes: Make higher advertising selections”. Prior to The National Lottery, Paul was the Global Brand Director at Indeed, the world’s largest and quickest rising job website, with over 250 million guests each month. There, he was tasked with rising the model in a number of markets, managing a world crew of 80 individuals, and was accountable for funding of a whole bunch of hundreds of thousands of promoting {dollars}. He additionally began a Marketing Campaign Lab, the place he created and examined a whole bunch of promoting experiments in America, Europe, Australia and Asia. Before that, Paul was with PokerStars, the world’s largest on-line poker model, as Creative Director for his or her Full Tilt model. He was accountable for repositioning and relaunching the model as a part of their model portfolio, concentrating on new cell audiences. 
Paul spoke in regards to the previous yr on the National Lottery: “
The two issues that we tried to do is we leaned into some behaviours that we arrange, after we began, for a way we labored […] considered one of our behaviours is tough on the work, straightforward on one another, so the benchmark for what we do needs to be very excessive and we anticipate it to be excessive and we push ourselves. And straightforward on one another as a result of personally I feel it’s rather more troublesome to do good work when all is on video, like the possibility of misunderstandings is excessive”.
Paul mentioned their firm’s strategy to adaption was to herald specialists: “We have type of an strategy which is bringing in specialists from world wide to up-skill the crew and that was lots cheaper to do […] in order that was a bonus”. He additionally spoke in regards to the significance of basing technique in actuality, saying: “I feel it’s vital that we’re life like in what individuals will really do versus what we would like them to do”.
In phrases of measuring advertising operate, he famous, “We measure consideration, passive consideration, act of consideration, how a lot consideration our adverts are getting […] how good is our promoting in commanding, ideally lively consideration, however even passive consideration is so beneficial”.
Paul mentioned the concentrate on the subsequent 12 months will probably be getting near the shoppers. 
Mark Brennan, Head of Marketing, AIB
Mark is a number one advertising and enterprise chief with over 15 years international advertising expertise, efficiently constructing manufacturers and driving industrial success throughout a number of business sectors and organisations together with AIB, EBS, Guinness, Volkswagen and L’Oreal. Mark labored in London for 10 years in among the largest Global Advertising Agencies equivalent to DDB and Adam&Eve earlier than becoming a member of AIB in late 2013. Following a 3 yr tenure as Head of Digital Marketing & Innovation at AIB, Mark was appointed Head of Marketing, with duty for all advertising exercise throughout sponsorship, AIB Brand & EBS mortgages.
Mark shared his expertise of the final 12-14 months at AIB Ireland: “An enormous quantity of labor spent final yr working with the crew proper throughout the trail from well being, wellness, attempting to keep up connectedness”.
He famous that individuals can adapt at a special tempo, saying ‘We have been all in the identical storm however we weren’t on the identical boat” and mentioned that it was crucial to be as linked as attainable, “in any other case you’ll present up and irritate them”.
Mark additionally touched on the problem of measuring advertising operate however famous, “Measurement is totally key nevertheless it’s nothing with out effectiveness”. He mentioned the concentrate on the subsequent 12 months will probably be ‘expertise’. 

Moderator
Rob Pryce, Chief Revenue Officer, Xtremepush
Rob Pryce is a senior enterprise chief with over 20 years’ value of gross sales, industrial and operational expertise within the know-how and digital sectors. He has held senior positions at international corporations like Microsoft, the place he served as European lead for Sales Strategy and Brand, and Quantcast, the place he established the EMEA Account Management and Customer Success groups. Prior to becoming a member of Xtremepush, he held CRO positions at each Social Talent and Bionic. He was additionally the founding father of Diffiniti Ireland, constructing it as much as change into the nation’s largest full-service digital company. Rob is enthusiastic about digital transformation, advocating for customer-centric experiences that drive income and foster model loyalty.

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