Welcome
Janet Hull OBE – Director of Marketing Strategy, IPA
Scott McDonald, Ph.D. – President and CEO, ARF

The Business of Choice
In this 2^nd edition of award winning The Business of Choice, author and consultant Matthew Willcox explores the science of influencing choice, bringing together the work of thousands of behavioral scientists and practitioners.
Matthew Willcox – Author; Founder, The Business of Choice LLC

Share of Search as a Predictive Measure
Analysis on the potential for search to predict market share.
Les Binet – Group Head of Effectiveness, adam@eveDDB

The ROI of Brand Love
Linking the relationship of brand building to both short- and long-term sales.
Pawanesh Malla – ROI Engine & Advanced Analytics, Frito-Lay Lead, PepsiCo
Kevin Moeller – Head of Media Analytics & Insight, NA Beverages, PepsiCo

Live Commentary
IPA and ARF industry leaders weigh in with observations and facilitate audience Q&A.
Margaret Coles – EVP, Head of West, Edelman Intelligence

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Welcome
Janet Hull OBE – Director of Marketing Strategy, IPA
Scott McDonald, Ph.D. – President and CEO, ARF

Positive Brand Friction
How we can segment customer experience and its importance to generating brand value and growth.
Nick Milne – Effectiveness Measurement Consultant

Making Sense of CX at Fidelity International
As a result of COVID-19, Fidelity, similar to many financial institutions, experienced major disruptions to their business. The discussion will center on Fidelity’s media spend, consumption, rebalancing, impressions and sponsorship strategy. How did their approach to creative testing change and how did they “get the tone right?” How did they respond to changing investing behavior given the rise in savings, longer term investing and staying invested?
Jet Cooke – Head of UK Marketing – End Investor, Fidelity International
Moderator: Fiona Blades – President and Chief Experience Officer, MESH Experience

Achtung!
Latest research describing the features of successful online video campaigns.
Orlando Wood – Chief Innovation Officer, System1Group

How the “Whole Person” Reaction Predicts Video Effectiveness
Optimizing on a spectrum of responses produced more effective online videos at scale.
Amanda Currell – VP, Kantar
David Evans, Ph.D. – Senior Manager, Custom Research, Microsoft

Live Commentary
IPA and ARF industry leaders weigh in with observations and facilitate audience Q&A.
Stephen DiMarco – Chief Digital Officer, Kantar