Want a taste of what's in store this year? Check out 2024 Keynote Session:

Mascot mayhem to marketing magic: What happens when you get creative with AI and ABM?

With Sally Croft, Head of Marketing, Communications and SCR, Ericsson

In this Keynote, Sally Croft will take you behind the scenes of Ericsson's ambitious 'Make it Memorable' campaign. Through creative risks, strategic collaboration, and embracing new tech, the campaign targeted key customer accounts with precision. Sally shares how bold decisions and innovative thinking came together to create a lasting impact, even in challenging market conditions. You will learn:

  • How a brave mindset and timely decision-making can amplify the impact of a campaign and seize unique moments in the market.
  • How to transform constraints, like budget restrictions, into creative opportunities that drive campaign stand out.
  • How to leverage your thought leaders for greater engagement with key customer accounts in a dynamic, shifting market.
  • The power of collaboration across teams and departments to align business goals, market insights, and innovative marketing tactics.
  • Insights into blending customer-centric insights to create bold, AI-led creative executions to break free from the ‘sea of sameness’.
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