The 50 final year dissertation students signed up to present at the fourth annual Promotional Communications Conference on 23 May will be treated to the acumen of two keynotes with a combined 40 years experience in exploiting the value of research insights for brand owners.
This week, the conference organising team announced that Chris Nurko, Global Chairman FutureBrand, and Stuart Armon, CMC’s Practitioner in Residence, will address conference delegates and guests on the value of insight generating research. The two will address students, staff and industry guests at the conference on 23 May at the Executive Business Centre.
Chris Nurko is a champion of innovation and the power of brands and branding to transform companies, products, services and people. A leading practitioner in Entrepreneurship and CSR Branding, he leads FutureBrand’s 20 offices and content worldwide. Chris has created, directed and launched over 50 new-to-market companies, brands, products and services for organisations such as Unilever, Nestle, GlaxoSmithKline, British Airways, American Airlines, Intel, Virgin and the London 2012 Olympic games. Chris often speaks on the subject of branding and is an expert in the area of Country Branding, including the most recent ‘Made In’ study of provenance and origin. He is also an advisor for the charity Malaria No More, Future Brilliance and a member of the Alumni International Council of The Elliott School for George Washington University.
In his talk, Chris will discuss how brands must use their authentic narrative and audience understanding to create the most compelling, engaging and differentiated solutions that generate commercial value. Understanding how to use the ‘tools of the trade’ to identify opportunity, patterns and solutions is critical for success, and Chris will outline what, how and why this is even more relevant for future brands. When successful, brands create relevance and affinity that is supported by competitive advantage and in his keynote he will share insights and examples that demonstrate the value of robust thinking and creative implementation.
Stuart Armon has more than 20 years commercial experience working with agencies, brand owners and academia. In recent years he has championed the use of academic research in the commercial sector for organisations such as ITV, Channel 4, The Mirror Group, Toyota, CBS Outdoor and The Telegraph Media Group.
In his talk, Stuart plans to illustrate the many ways in which academic research can help assist the commercial sector. He will use examples from his own experience to demonstrate how the use of academic research has helped major media organisations gain enhanced insight into consumer practices.
– Janice Denegri-Knott