FIGARODIGITAL.CO.UK


CONTENTS


WELCOME


to Issue 25 of Figaro Digital. As the decade hits half-time, we explore the notion that brands are defined by the digital experiences they offer. From


content to customer service, each interaction needs to express a consistent, recognisable identity. You are what you do. Not what you say you’ll do. At the Figaro Digital Marketing Conference on 16 July we’ll be joined by


speakers from Twitter, MND Association, Trinity Mirror, Ticketmaster International, Argos, McCann London and many more to explore that issue in more detail, while the ‘Marketing Beyond Marketing’ track, hosted in association with Adobe, will put digital marketing on the couch to consider its role and remit in a broader business context. Elsewhere in this issue we profile some of the start-ups, upstarts and digital disruptors reshaping modern marketing and hear from Tate, Red Bee and Reed.co.uk about the role content plays in establishing brand identity. As Carlsberg’s Jens Jermiin notes on page 10, “Isn’t that what marketing’s all about: to tell great stories, to surprise, to be part of popular culture?” Lastly, thanks to Black Book London for this issue’s cover, which serves to remind that there are two sides to every experience—the provider’s and the


participant’s—and that what they see may not always be the same. JON FORTGANG EDITOR


FIGARO DIGIT AL TEAM TEL 0207 870 3380 FAX 0207 226 9588 EMAIL firstname.surname@figarodigital.co.uk PUBLISHING DIRECTOR Neil Argent EVENTS MANAGER Emma Robson EDITOR Jon Fortgang ASSISTANT EDITOR Estelle Hakner


CIRCULATION & RESEARCH Richard De Sousa RESEARCH EXECUTIVE Paul Nichols RESEARCH AND ADMINISTRATION Georgina Harrison RESEARCH AND ADMINISTRATION Jessica Ramesh DESIGN Matthew Inman (matt@spinning-top.com) PRINTING Warners


CONTRIBUTORS, INTERVIEWEES AND THANKS Romain Bertrand (eHarmony), Jamie Brighton (Adobe Marketing Cloud), Tim Chalklen (Unified Solutions Ltd), Justin Cooke (Tunepics), Jerome Hiquet (Tough Mudder), Steve Henderson (Communicator), Sailesh Jani (M:United), Jens Jermiin (Carlsberg), Ollie Lloyd (Great British Chefs), Depesh Mandalia (Lost My Name), Chris Mellish (Black Book London), Paige O’Neill (SDL), Donal Phipps (GE Healthcare), Maria Pavlou (Tate), Sophie Rayers (Brightcove), Michael Reeves (Red Bee), Mark Rhodes (Reed.co.uk), Paul Rouke (PRWD), Phil Worms (iomart)


Published by VHeaven Ltd, 4th Floor, 6 Aztec Row, Berners Road, London, N1 0PW NO PART OF THIS PUBLICATION MAY BE REPRODUCED WITHOUT THE PERMISSION OF THE PUBLISHERS.


Figaro-Digital 5 issue 25 july 2015 @figaro_digital


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