9.00 - 9.25am

Registration & coffee

9.30 - 10.15am

Keynote research: The Seven Habits Of Highly Effective Brands

In this powerful keynote Carrie Longton (Mumsnet) and Richard Huntington (Saatchi & Saatchi) will unveil The Seven Habits of Highly Effective Brands – groundbreaking new research into the brands mums love and buy the most. The report, informed by extensive qualitative and quantitative research from more than 1000 UK mothers, and interviews with marketing directors from the brands mums love most, will unveil the secrets of the companies which have cracked this most difficult of audiences.

10.15 - 11.25am

Keynote panel discussion

Find out what our panel of top marketers think of the research findings, moderated by broadcaster, Fi Glover. Would these brand marketers use our Seven Habits in their own marketing, which do they feel are most useful, and which should you focus on within your own organisation?

Speakers include Michelle McEttrick, Group Brand Director, Tesco; Anna Hill CMO Disney, Pete Markey, Brand Communications and Marketing Director, Aviva and Kristy McCready, Head of PR, Content & Engagement, Boots.

11.25 - 11.45am

Morning break

11.45 - 12.10pm

Easy Marketing: Carolyn McCall's top tips for building a successful brand

Easyjet CEO Carolyn McCall, a marketer by trade, joins us for a fireside chat to share her pearls of wisdom on how to build a successful brand. How do you keep customer insight and brand positioning high on the boardroom agenda? How to ensure that data & programmatic helps and not hinders the customer experience? And what’s the relationship between brand behaviour & financial performance?

12.10 - 1.00pm

Keynote speech by Keith Weed

As CMO of Unilever, Keith Weed has overseen the marketing of many of our best-loved household brands – hear his thoughts on the evolution of marketing to mums, the balance between ‘product’ and ‘wider purpose’ in Unilever's marketing and how brands (big and small) can learn from this.

1.00 - 2.00pm


2.00 - 2.30pm

Harnessing the Seven Habits: Why mums love us - expert case studies

Marketing Week editor, Russell Parsons introduces two case studies from brands who scored highly in the keynote research and excel at one or more of the 7 highly effective habits.

Lego has been a trusted childhood favourite for decades, equally loved by children and their parents. Brand director Angie Tutt, explains how the brand evolves for each new generation to develop its proposition via new marketing channels.

Sara Bennison, chief marketing officer, Nationwide, shares how the building society refreshed its brand, and achieved standout from its competitors via a campaign focusing on the experiences of being a mum.

2.30 - 3.10pm

Breakout sessions

Session 1

Mobile, Visual, Personal: How to market to Mums on a shoestring

Getting more for less: With nearly 90% of mums regularly using social media, Vanessa Fitzgerald from Facebook, Carin Lee from Pinterest and Carrie Longton from from Mumsnet share their tricks and tips on smart targeting, video, mobile and how to best use a limited marketing budget of £15k to reach mums on their platforms.

Session 2

Buying mums trust: How do brands retain authenticity in a post-truth world?

Authenticity and trust are of paramount importance to mums’ relationships with brands. But recent political and economic change has meant that understanding your audience and maintaining their trust is arguably now more important than ever. How can brands build loyalty whilst navigating an increasingly polarised customer base? Deborah Mattinson, director of strategy & research consultancy Britain Thinks leads a discussion with marketing chiefs from some of the UK’s most well-known brands.

Speakers include Greg Nugent, Co-founder of Inc, Emily Somers, VP Marketing, McDonald's and Alex Birtles, Head of Loyalty Strategy, TalkTalk.

3.10 - 3.30pm

Afternoon Break

3.30 - 4.00pm

All grown up: the new age of influencer mums

Using 'celebrity' influencers can be costly and arguably a little tired, so seeking out the next wave of influencers who can establish an authentic connection with consumers is high on the marketing agenda. How can brands select the right social influencers, navigate new regulations and maximise their ROI? And what do the influencers expect in return from the brands?

Panel includes instavlogger Mother Pukka, Mumsnet's Vikki Hutton, Natalie Bell, MD of Manning Gottlieb OMD and Charlotte Tisdall, Marketing Director, Little Dish.


Quick fire case studies: 4 in 20

4 brands, 5 minutes each, 5 slides. In this penultimate quick-fire session of the day, we learn from brands from a diverse range of sectors including FMCG, food & drink and charity, about their tips for success in connecting with mums.

Speakers include Jamie Sterry, Head of Brand Activation, Innocent drinks, and Rachel Kelly from Water Wipes, Amanda Azeez, Associate Head of Child Safety Online, Innovation & Impact, NPSCC and Jane McMillan, Head of Marketing Communications, Warburtons.

4.40 - 5.00pm

Little wins: The huge power of thinking like a toddler

How to market to parents, by thinking like a child: Ella's Kitchen founder Paul Lindley delivers an end of day think bomb unlocking the opportunities for creativity, confidence and motivation, for individuals and brands, by looking at our lives through the eyes of a toddler.


Chair’s closing remarks

Richard Huntington & Carrie Longton draw together themes and take-outs from the day