Gerd Leonhard: is a Media Futurist, Author & Blogger, Keynote Speaker & Strategist. The Wall Street Journal calls Gerd – one of the leading Media Futurists in the World. He is considered a leading expert on a wide range of topics such as social media, web/media 2.0, mobility, innovation, UGC and peer production, social networking, education, copyright and IPR issues, digital content commerce models, convergence, entrepreneurship, innovation in advertising and branding, future planning, digital content strategies and the development of next-generation business models in the content, communications & technology industries.

Preview samples of Gerds presentations, podcasts, and videos. You won’t want to miss this dynamic futurist.

He will discuss how:
- content is at the backbone of interactivity
- content created and distributed correctly will get socialised but that’s just one factor to success
- and how having an understanding of the communication behaviors will affect the content you create, distribute and evolve.

Read more on Our Insights about his presenation.

AGENCY PERSPECTIVE
Craig Davis
Co-Chairman & Chief Creative Officer Australia/New Zealand
Publicis Mojo

With the advent of new content distribution models, media agencies, publishers and most of all brands are becoming even more marketing and advertising savy by using content to differentiate themselves.

Justin Lam, Group Brand Manager of Cerebos Foods is one of those executives who’s taken a new approach to marketing through content. His challenge was to launch a number of new products, Asian Home Gourmet meals, into a pretty static category that focused only on differentiating themselves through product authenticity and ingredients. Immediately, Justin saw a gap to take his products further, focusing on the journey his products captured.

By developing a compelling story, Justin decided not to focus on the obvious product benefits but instead focused on engaging his consumers emotionally with Asian culture and cuisines. Justin started at a high level to demystify the category by partnering with LonelyPlanet to create and deliver tailored content. It was this content that educated consumers about Asian cultures and cuisines and then linked these emotional insights to the product and brand. With his agencies and LonelyPlanets as his trusted content provider and distributor, Asian Home Gourmet was able to generate interest, link the brand to a trusted source, and eventually extend this partnership into a larger social media campaign for engagement.

Join Justin as he walks you through how he and his agencies took a new approach to marketing and advertising by focusing on content.

Read more on Our Insights about his presenation.

BRAND CASE STUDY
Justin Lam
Group Brand Manager, Asian Home Gourmet
Cerebos Foods

Once content is created and aligned, the third piece to the content puzzle is distributing it to the right market in the right format. Brands, agencies and most importantly publishers are realising consumers are preferring to engage on niche platforms with content that interests them. The challenge is now how to attract, retain and maintain a connection with these consumers as they continually look for new and interesting content. In this session we’ll look to discuss a number of issues surrounding content and distribution including:

- The role of premium content in publishing
- The entertainment factor of content
- Whether to create a platform or utilize what’s out there for content distribution

Join BBC Worldwide executive Louisa Bayles, as she discusses how content is changing and how having a distribution strategy can enhance not only consumer engagement but a companies bottom line.

PUBLISHER PERSPECTIVE
Louisa Bayles
Digital Manager
BBC Worldwide