ADMA Global Forum Program

Program and speakers are subject to change

Thursday 30 August 2018
8:00 - 8:45
9:00 - 9:30
e-Estonia - The World's Most Advanced Digital Society

Twenty years ago, Estonia decided to take a ’tiger leap’ forward. Today, it is the shining example of bureaucratic efficiency. Filing a tax return takes five minutes, national voting occurs online, and no one has to track down medical records. Estonia’s vision: to design public sector services from the point of view of the citizen instead of the authority.

  • The digital success story of Estonia
  • Creating a service-centred mindset
  • CX Innovation with citizens in mind
9:30 - 10:00
About Zero Friction Future
  • Today’s consumers expect and demand levels of convenience, speed and simplicity that weren’t possible a few years ago.
  • Any additional effort, step or inconvenience can cause them to abandon their purchase journey - This is friction.
  • For businesses to thrive in the future, we need to understand its impact and learn how to eliminate it now.

Join the journey towards Zero-friction Future with Facebook, to identify various friction points across consumer journey and find out solutions to efficiently remove them.

10:00 - 10:30
Panel Discussion: The CX-driven Enterprise: Leading Transformation and Change

Join a conversation with the leading minds in global customer experience to discuss the critical role leadership plays in driving a customer-centric culture and mindset across their organisations. Learn how to apply these insights to your own organisations.

  • The role of leadership in an age of the customer
  • Creating a culture of innovation
  • How to disrupt from the inside
  • Championing change across all layers of an organisation
  • Attracting top-tier talent to drive your vision

Moderated by Karen Ganschow

10:30 - 11:00
Morning Tea
11:00 - 11:40
Fireside Chat: The Winning Ingredient in the Innovation Race: Diversity and Inclusion

How do you create a true culture of inclusion, build your A-team and keep them feeling valued, understood and engaged? Nurturing an inclusive culture that champions diversity and provides a framework for behaviour modelling is at the heart of successful leadership in the age of disruption.

  • Fostering an environment of inclusion
  • Reshaping your diversity strategy
  • The importance of championing diversity through leadership
  • Supporting STEM and the future workforce today

Moderated by Bridget Gray

11:40 - 12:20
Panel Discussion: Leading in the Age of the Customer

Technology is exponentially changing customer behaviour and raising expectations for cheaper, faster and more efficient goods and services. In response to the substantial changes in the landscape, marketers need to be more customer-centric than ever before to remain competitive!


  • Building a tribe of data-driven marketers
  • The pivotal role of the marketer as part of the C-suite
  • The employee-customer equation
  • How is emerging technology shaping the future role of the CMO?
  • Creating a purpose driven marketing strategy

Moderated by Karen Ganschow

12:20 - 13:20
Leadership Stream

Chair: Kirsty Traill, VP of Customer, Hootsuite

Creativity & Innovation Stream

Chair: Janine Pares, Managing Director, Thinksmart Marketing

Marketing Technology Stream

Chair: Christopher Brown, Technology start-up consultant, Mentorum Consulting

13:20 - 13:50
Engaging employees to deliver a powerful customer experience
  • Driving a consistent brand experience for your customer
  • Engaging employees to go above and beyond
  • Leveraging engaged employees to drive reach and impact for your brand
Deakin University's Genie, Changing the Game in Customer Experience and Beyond
  • Marrying chatbot technology, AI, voice recognition and predictive analytics
  • From changing the experience to disrupting the business model
  • Deakin’s innovation journey
Marketing-led Technology Transformation Showcase - Village Roadshow
  • Marketing-led Technology Transformation Showcase - Village Roadshow
  • Starting with the customer, not technology
  • Understanding the intersection of the customer and marketing
  • Creating meaningful customer  engagement through content that resonates
  • Fom legacy technology to building a MarTech stack that works
13:55 - 14:25
Leading in an Age of Disruption: Adapt or Die
  • Transforming the Save the Children operating model to remain relevant in an age of disruption
  • Harnessing new edu-tech, e-health and fintech technologies;
  • Developing new forms of collaboration and partnerships;
  • Leveraging new digital channels to inspire supporters
  • Building a strong content strategy
  • Focusing on conversations
  • Personalising content for ANZ
  • Creating an it brand experience
  • How to get social marketing to work for you?
  • Brand value, and getting customer buy in
  • 101 of how to create a cult following
14:30 - 15:00
  • What are the defining characteristics of a growth mindset leader and organisational culture?
  • Why is this critical in an age of disruption?
  • How a growth mindset cultivates innovation, creativity and collaboration
  • How to apply a growth mindset to your business model
The Power of Neuro-Marketing - Gaining a Competitive Advantage
  • How to apply decision science to marketing
  • Emotive vs. rational marketing campaigns
  • What campaigns got it right? A global analysis shining a spotlight
An Overview of Digital Advertising and the Current Pressures on the Industry
  • Transparency as a Service
  • Creativity and Scale
  • Talent and Education
  • Technology inc AI
15:05 - 15:35
The Business of Marketing Australia
  • Croc Dundee and the Super Bowl the most talked about commercial in 2018
  • Understanding your audience and creating a CX that ‘speaks to them”
  • Branding done right – lessons learnt from Tourism Australia
How to Generate Disruptive Customer Insights to Drive Customer Experience and Financial Outcome at Speed
  • Methodology to uncover disruptive customer insights
  • A simple framework for developing competitive advantage
  • Delivering a valued experience to avoid margin dilution
  • How to create immersive CX
  • Leveraging tech to connect with your customers in new ways
15:35 - 16:05
Afternoon Tea
16:05 - 16:35
With Big Data Comes Big Responsibilities

The world is about to change with open data & GDPR offering massive data sets and vast possibilities of how they can be used. The key to success will be harnessing that data to create specificity and personalisation that our customers demand. But, when faced with massive pools how do you decide what data you use, should use and who governs it. Join Emma Gray, Chief Data Officer,  ANZ for a talk on how the data culture within an organisation is as important as the data sets you use and why it is essential to have an ethical true north.

16:35 - 17:05
Creating a Purpose Driven Business

In a time of unprecedented societal shifts as seen by the exponential explosion in technology for both social and the enterprise, shifting behaviours and want of meaning, organisations need to re-think how they do business.

  • Reimagining how we think of business
  • Understanding millennials – what impact will the mass exodus from ‘working’ for big business mean?
  • The need to shift away from shareholder primacy – the need for change
  • Social Business as the antidote to the failures of unchecked capitalism
  • Creating meaning beyond mere "work"
17:05 - 17:10
17:10 - 19:00
After party @ Zeta bar - Drinks & Canapes - Sponsored by Sitecore
Friday 31 August 2018
8:00 - 8:45
9:00 - 9:30
The Changing Role of the CMO
  • There has been a lot of buzz about change: in fact, most companies are still thinking about change and not yet fully adapting to external dynamics - customer behaviour, digital, new tech - that threaten to undermine current business norms and business models
  • CMO and marketing sit at the centre of the storm - and they are challenged to change mindset and operations from mass-marketing economies of scale to individualism at the human level at scale - this is fantastically disruptive and hard and will take extraordinary conviction
  • But this is just step 1 in the CMO's journey; ultimately they will become the key steward of the customer and orchestrator of customer experience: they will play the critical role of making sure the organisation is centred on the customer as it adopts operationally-powerful tech like AI, takes on robots to the workforce, embraces the gig econonmy, etc.
  • We are in the early days in how we think about change - and the CMO can be the powerful force of good
9:30 - 10:10
Panel Discussion: Re-imagining Customer Experience for Success

CCOs are sending clear signals about the importance of a customer-first approach. They lead business change by influencing all layers and aspects of an organisation towards future success.

  • Becoming a customer activist
  • Creating memorable brands
  • Partnering for innovation and inspiration
  • Building customer narratives grounded in data through creative methods
  • New technologies for CX engagement

Moderated by Nadia Cameron

10:10 - 10:40
The Modern Day Paradox, “Loyalty is Dead, Long Live Loyalty"

How marketers can cut-through the noise and get the attention of customers in a global, ‘un-loyal’ customer-driven marketplace

  • Optimising CX, from a CMO Lens
  • Cutting through the noise, making yourself heard
  • Learn the true power of storytelling
10:40 - 11:10
Morning Tea
11:10 - 11:40
Keeping Up With the Speed of Life - Transforming BPAY Group

BPAY Group’s innovation journey through customer centricity.

  • The evolution of real-time payment
  • Australia’s first inter-bank person-to-person real-time payment service Osko
  • Crafting human-centred design as the benchmark for product innovation
  • What’s next for Osko
  • The evolution of real-time payment
  • Australia’s first inter-bank person-to-person real-time payment service Osko
  • Crafting human-centred design as the benchmark for product innovation
  • What’s next for Osko
11:40 - 12:10
Manoeuvring through the new media landscape
  • How to keep pace with the changing comms landscape
  • Getting the ooh experience right with your customers through data intelligence
  • What’s next (or trends) in automation , personalisation and video
12:10 - 13:10
CX Transformation Stream

Chair: Alex Christou, Managing Director, Thrive Global

CX Optimisation Stream

Chair: Jordan Reizes, Senior Marketing Director APJ, Sitecore

Marketing Technology Stream

Chair: Christopher Brown, Technology start-up consultant, Mentorum Consulting

13:10 - 13:40
Neuroplasticity: The Science Behind The Art of Co-Design and Organisational Learning
  • The rationality myth
  • Making the unconscious conscious
  • Patient feedback informed treatment and design: enabling creative insights that motivate service delivery change
  • Developing a new relationship with managing risk through innovation    
  • Creating a culture that can consistently deliver compassionate and evidenced based care
  • Establishing one-on-one relationships with your customers
  • The value of being customer-centric
  • Customising digital experiences to customer needs across-channels
  • Creating engaging, personal and relevant customer experience
The Future of Fashion Tech: Using AI & Innovation to Change How We Connect (and Dress)
  • How to create a culture of innovation
  • AI and ML to give insights and create connections
  • The future of fashion tech
  • Marketing in an AI world
13:45 - 14:15
  • GDPR and the potential impacts to business
  • The dos and don’ts of data privacy
  • Explore how data is being used to improve both customer experience and profit lines

CX lessons from a year spent buying a B2B automation platform

  • How voice-first will disrupt businesses, platforms and the way in which customers interact
14:20 - 14:50
  • Bench marking ROI on marketing spend
  • Measuring social success from the #bringcalhome campaign
  • Drone testing, and next-gen tech investments @GYG
  • Why we rebranded - Returning to the core with a modern twist
  • Sharing learnings from Pizza Hut’s  customer-first journey
  • Taking a glocal approach
Is it a telco? Is it a Tech platform? Is it a Broadcaster?

How OVO merges mobile, AI and content into a hybrid that surfaces content to customers when they want, how they want.

14:55 - 15:25
Staying Ahead of Competition by Leveraging Social
  • Personalisation across channels
  • Real-time engagement
  • Are influencers still relevant?
  • Making your budget go further
  • The art of shifting paradigms
  • What you should be measuring and probably aren't 
  • Your most valuable asset
An on-stage-discussion: Answering the questions you didn’t know you wanted to know about AI
  • AI and its implications for marketing and all of business strategy
  • Getting CEO, CFO buy in for AI
  • How machine learning is positively impacting marketing
  • Data scientists, AI as a tool for solving complex solutions
  • AI generated – what are the most commonly asked questions around AI, ML
15:25 - 16:15
Afternoon Tea
16:15 - 16:35
An Audience with Holly Ransom

Interviewed by Chris Savage

16:35 - 17:05
Sophia - The World's First Humanoid Robot Live on Stage

AI, in the form of robots is truly a sign of the times and where we are headed, join Sophia in a Q&A session, the world’s first humanoid where she thinks the convergence is between her kind, and man-kind.

Interviewed by Holly Ransom

17:05 - 17:10
Forum close