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Paulo Silva
Board Member, Advisor & Internet pioneer • São Paulo
An internet pioneer in the 80s and ex-CEO of Walmart.com in Brazil, Paulo Silva has over 25 years experience leading high performance teams across Latin America. He’s currently the founder and managing partner of RockOn Advisors, a consulting firm focused on eCommerce, digital media, customer experience and the overall digital environment.
He brings that advisory experience to the Masters of Disruption series, sharing advice about the ideal marketing services structure, the importance of strategic partnerships and how to change the mindset of a company to operate more effectively in a technology driven world.
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Janet Smith
Vice President of Brand Communications - Atlanta Hawks & State Farm Arena • Atlanta
With stints at Jive Records, Red Bull, Habitat for Humanity International and now the Atlanta Hawks, Janet Smith has had an impressive career in entertainment and experiential marketing.
Brent Smart
CMO at IAG • Sydney
As CMO at IAG Insurance and ex-CEO at Saatchi & Saatchi New York, Brent Smart knows how to change the fortunes of businesses from the inside out.
Aseem Puri
CMO Unilever International & CEO Unilever Korea • Singapore
Aseem leads marketing, innovation and digital communications for Unilever International, responsible for managing brand building for a billion dollar portfolio.
Luanne Calvert
Start-up advisor and ex-CMO Virgin America • San Francisco
Luanne Calvert has decades of experience shaping some of the world’s leading brands. She was Google’s first Creative Director, and served as CMO at Virgin America for 6 years.
Andrew Waddel
General Manager - Australia, Tourism New Zealand • Sydney
Andrew heads up Tourism New Zealand's marketing and business operations in Australia. His 20 year career has seen him work on iconic brands such as Red Bull, Stella Artois and Beck’s.
Lamar Dawson
Senior Marketer in Multicultural Beauty • New York
Lamar has helped some of the world's most iconic brands tell their stories through digital channels, including L’Oréal, Pepsi, Oreo and Nike, and is currently focussing on multicultural beauty.
Jeff Burroughs
Senior VP, Def Jam Recordings • New York
A music industry veteran, Jeff’s illustrious career has seen him hold senior positions at Columbia Records, Bad Boy Recordings and Syco Entertainment.
Sarah Wyse
General Manager - Digital, Media & Marketing, AFL • Melbourne
With almost 20 years global experience specialising in the digital media and advertising technology sector, Sarah is currently overseeing the core news, content, creative and production teams of the AFL.
David Alberts
Co-Founder of Been There Done That • London
An ex-Grey veteran, David’s career has also spanned stints at Mojo, BBDO and Bates. He set up Been There Done That in 2014 to provide a new model for brands to access creative strategy.
Annabel Venner
Marketing Consultant & ex-Global Brand Director, Hiscox • London
Annabel currently runs a marketing consultancy after an impressive marketing career, including 11 years at Hiscox Insurance and 9 years at Coca-Cola.
Tracy Hall
Marketing Consultant • Sydney
With extensive experience working for global brands like Virgin Mobile, eBay and GoDaddy, Tracy is currently consulting for some of Australia’s fastest growing tech companies.
Thaiza Akemi
Head of Communication and Content Marketing, Bank Itaú • São Paulo
After stints at some of Brazil's biggest agencies and leading the Twitter ArtHouse Americas team, Thaiza is now Head of Communication and Content Marketing at Bank Itaú.
Transcript
I’m an innovation lover, I’ve been in the digital market for 25 years. I was the co-founder of one of Brazil’s first internet companies. And if the internet hadn’t entered my blood... I’d probably be playing rock n’ roll until today… actually I still am!
Nowadays, companies have a hard time understanding the signs consumers offer them. And the more you struggle with perceptions, the slower you become, the slower you react. To me this is a key factor that makes companies die faster.
Today, for companies to grow they must have strategic partnerships. Platforms, in general, are fundamental to give you speed and scalability. You need to create a structure and a culture in the company to utilize these external services, creating this ecosystem.
Technology providers are still not inserted into the mindset of all parts of the company. This is still something the technology department is in charge of. To me, the big difference is that all people in an organization should be hiring technology services.
And this brings a much wider vision and accountability during the insertion of companies in a more technological world.
Technology has penetrated marketing. And having this mix , this symbiosis between the two operations, marketing services providers have to be more sophisticated
That’s why platforms make a lot more sense. That’s a way to scale production, having faster services has become a lot more important.
Bringing marketing services in-house has two sides: a lot more speed, faster decision making, fewer decision processes. On the other hand, it can mean a higher spend because of hiring costs.
I don’t think there’s an ideal structure. It’s about the stage in which the company is at. Depending on that, the company should create different mixes between internal resources, content partners, platform partners.
I see agencies increasingly turning to technology services to better serve their clients. Agencies build brand and positioning, but they lack the speed and cost efficiency to be able to address the needs of advertisers or companies. I think now this combination will be key for the evolution of the advertising market and to meet the needs of the best advertisers.
When I look at platforms that have a diversity of brains in different countries, there’s a huge intrinsic value. I think creative companies like traditional agencies have too much of one single skill, they have the same thoughts, and when I look at global diversity, the more I have insights from anywhere in the world to get a more creative idea, the better I can create products and new ways of positioning the company.