9.00am - 9.20am
Registration and morning coffee
9:20am - 9:25am
Justine Roberts, CEO Mumsnet
9:25am - 10:10am
Keynote research - 8 Emotional roles of mum
In this powerful keynote Carrie Longton (Mumsnet) and Richard Huntington (Saatchi & Saatchi) will share the results of ground breaking research which identifies the different emotional roles that Mums seek to play in the lives of their families. Using both mobile ethnography and quantitative techniques this research defines the eight emotional roles Mums most value, and explores ways that brands can connect more meaningfully with her.
10:10am - 10:55am
Find out what our panel of top marketers think of the research findings. How can brands help women be the mums they want to be? Which channels work most effectively to connect mums and brands? And if brands are getting it right, which ‘emotional role’ do they fulfil, and what can marketing learn from these new insights?
10:55am - 11:10am
11:10am - 12:45pm
Big brand case studies
Four insightful case studies, back-to-back, from global brands who connect with mums via one or more emotional roles:
Unilever – Hear insights from Graeme Pitkethly, UK Chairman of Unilever, on how their most-established brands, including Dove and Comfort, reach mums via their campaigns to best effect.
O2 – Most children today are more tech-savvy than their parents, so how can mums provide the necessary ‘safe haven’ for their children, keeping them protected online and helping them navigate a rapidly-changing digital landscape? Marketing chief Nina Bibby reveals how O2 approach this, and how this influences their marketing messages.
Lego – Has been a trusted childhood favourite for decades, and recently polled as one of the Mumsnetters’ favourite brands. Head of Marketing, Rebecca Snell, talks about the power of play, and how Lego connects parents and their children via the brand.
Cadbury – Is treating your children to chocolate breaking the parenting rules or valid way of injecting fun into family life? Matthew Williams, Marketing Activation Director at Mondelez and Beth Freedman, Director of Client Services at Fallon London explain how to grow brand loyalty by helping parents have fun with their kids.
Introduced by and audience Q&A facilitated by Russell Parsons, editor, Marketing Week.
12:35pm - 1:30pm
1:30pm - 2:15pm
Price vs Quality: Building brand loyalty with the gatekeeper mum
Four top marketing directors debate how to build a relationship with the all-important gatekeeper of the family finances. The panel share their knowledge of this key customer segment, chaired by George MacDonald, executive editor of Retail Week, and will discuss how to communicate the benefits of pricing and quality – and where to put the emphasis. How can a ‘budget brand’ shift perception to focus on premium experience? How can brands help mums balance the books and make her feel good about the purchases she’s making for her family?
2:15pm - 2:45pm
Small brand successes
CEOs from recognised SMEs share the secrets of their success:
Ella’s Kitchen – formed in 2006, when founder Paul Lindley spotted a gap in the market for healthy weaning foods. Innovative in both product and marketing, the brand quickly established itself in a crowded sector connecting with customers at a particular stage of their parenting journey.
Mumsnet started from humble beginnings around a kitchen table in 2000, and has grown to become the biggest and most influential online network of parents in the UK with 7.3 unique visitors per month. In this session, Mumsnet co-founder and CEO Justine Roberts takes the stage for an ‘Ask me Anything’ Q&A. From the challenges of growing and nurturing an online community to balancing the needs of users with those of advertisers this is your chance to quiz the woman who recognised the might of mothers – and harnessed it to build one of Britain’s most respected and influential brands.
2:45pm - 3:10pm
3:10pm - 4:00pm
Reaching the family in the 21st Century
Saturday night primetime television was once the place for advertisers to reach the family audience, but is this still the case? In this session moderated by Jean-Paul Edwards (OMD), ITV marketing director Rufus Radcliffe and Nishma Robb, head of marketing at Google, offer their insights on how the proliferation of media channels has challenged this assumption. How do families connect and come together via media content? Does X factor still reign supreme for reaching and uniting the family via Saturday night TV, or is You Tube & content-sharing where it’s at for any self-respecting teenager – and their parents?
4:00pm - 4:20pm
4:20pm - 5:00pm
Special guest speaker – Jon Ronson
To close, author, journalist and documentary maker Jon Ronson treats the Mumstock audience to his thoughts on public shaming. In a segue from the core content of the day, our special guest joins us with a talk on the drama of social media and the impact on individuals.
In 2012, Jon’s online identity was stolen. He decided to publicly confront the imposters, a trio of academics who had created a Jon Ronson Twitter bot, obsessed by unlikely food combinations and weird sex, as a social experiment. At first, strangers all over the world united to support Jon in his outrage, and the wrongdoers were quickly shamed into stopping. But then things got out of hand, prompting Jon to explore the phenomenon of public shaming.
After our collective fury has raged with the force of a hurricane, we forget about it and move on, and it doesn’t cross our minds to wonder what we’ve done. How is this renaissance of public shaming changing the world – and what is the true reason behind it?
5:00pm - 5:20pm