CONFERENCE AGENDA

BREAKFAST & REGISTRATION

9.00

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CHAIR'S INTRODUCTION

9.30

Leor Franks, Kingsley Napley

TRANSFORMING YOUR FIRM’S CULTURE

9.40

Vlatka Ariaana Hlupic, Westminster Business School and The Management Shift Consulting

Do you know who is responsible for your culture and what mindset is needed to thrive not just survive in these challenging times? How do you define your firm’s culture and how do you best articulate this to your firm’s clients and future employees?

Vlatka will be sharing the Management Shift approach - including the 6 Box Leadership Model – based on 20 years of rigorous data-driven research, covering culture, relationships, individuals, strategy, systems and resources. This pinpoints practical actions to transform a firm’s culture and how you can apply this in your own marketing teams.

DEVELOPING AND IMPLEMENTING YOUR STRATEGY

10.15

Zoe Bailey, Withers & Rogers

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Whether developing or implementing a firm-wide strategy, Zoe has discovered that three elements are critical: building a strong foundation for change, taking people with you, and being agile and responsive. Zoe will share how to deliver a strategy that offers great results for clients while working to strengthen your employer brand.

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COFFEE BREAK

10.50

An opportunity to talk to your peers, industry thought leaders and make lasting connections.

CASE STUDY: CREATING A STRONG EMPLOYER BRAND

11.20

Andrew Baird, Blackbridge Communications + professional services client

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A survey by the Managing Partners Forum found that less than 20% of UK professional services firm leaders were satisfied that people issues and their employer reputation were sufficiently understood and measured when leadership, coherence and urgency is needed. In a buoyant recruitment market, now more than ever, marketing teams need to work in collaboration with HR to elevate their employer brand.

In this session, Andrew and a professional services client will share their insights on:

• What is employer branding and how important and impactful can it be?

• Creating a credible and compelling message set.

• The importance of mission, vision, purpose and values.

• How wellbeing, work-life balance and hybrid working is disrupting employer branding.

• Reputation building in the digital world - morale, well-being, and work life balance.

MASTERCLASSES AND OVERVIEW

12.00

Choose one of the following options (please note that workshops A to D are only available to in-house marketers/BD.):

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Option one: Stay in the main hall for the Changing behaviours: part one workshop

Option two: Select one of the four masterclasses.

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Changing behaviours – Part one: Developing a storytelling-based sales strategy.

Meirion Jones, Tongues in Trees & Geraint Evans, Head of Clients and New Business at CMS UK 

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O

The pandemic has forced advisors and marketing professionals to develop new and innovative approaches to marketing and business development. As traditional marketing channels are redrawn, many professionals have discovered that nothing is as effective as a great story for building client engagement. Meirion uses his experience as a marketer, coach, trainer and storyteller to demonstrate the extraordinary and under-utilised power of storytelling. Drawing on several real-life case studies he shows the persuasive power of stories for building strong emotional buy-in, mobilising fee-earner teams, winning new business and managing client relationships.

A

Marketing technology

Simon Marshall, TBD Marketing

Samuel Taylor, Kingsley Napley

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Effective management of technologies that support marketing has become mission critical. Simon and Samuel provide you with ideas to improve your firm’s marketing technology in five key areas:

• CRM systems.

• Client listening.

• Marketing automation.

• Websites.

• Social listening and engagement.

B

Refreshing your brand proposition

Kim Lansdown, Mishcon de Reya

Jamie Buchanan, BBD Perfect Storm

As marketers, we appreciate the power of brand. However, the pandemic has brought about significant changes to client behaviour – to the way people work, live, socialise and perceive the world. This means that what made sense before, may no longer hold true. The challenges that Kim and Jamie will be tackling include how to:

• Find brand purpose.

• Retain brand relevance.

• Refresh your brand proposition.

• Ensure your people live your brand values. 

C

Thought leadership as the smart growth strategy

Claire Mason and Alison Sharpe, Man Bites Dog + a professional services client

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Thought leadership is the smart growth strategy to win in an uncertain world, enabling professional services firms to help clients navigate what’s next in the new economy.

In this one-hour masterclass, Claire and Alison, in partnership with a professional services client, will examine how to develop a credible vision of the next economy, define your firm’s role in it and develop your future thinking to win attention and sales. In this masterclass, you will learn how to:

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• Deliver campaigns from thought to market.

• Generate and select a unifying big idea.

• Support your idea with bespoke research.

• Engage key stakeholders with your idea to generate reputation, relationships, revenue and real-world change.

D

Delivering world class client experience through innovation

Tony Randle, Shoosmiths

Tim Pullan, ThoughtRiver

Innovation and technology within a firm should be about so much more than internal efficiency. Firms that leverage innovation and technology to improve the client experience are seeing huge benefits as both Tony and Tim will explain from their experience. Their masterclass will focus on:

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• The power of a partnership between software provider and law firm – the story so far.

• The impact of that innovation on client satisfaction.

• Stories from the trenches – lessons learned.

LUNCH

13.00

SUSTAINING MOMENTUM

14.00

Catherine Baker, Sport and Beyond

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Leadership is like a constant treadmill requiring stamina to stay the distance. Business leaders are very familiar with drawing lessons from elite sport, particularly around teams, leadership and high performance. But we have all been missing a trick. Day in, day out, sport has been showing us not only how to improve, perform and achieve, but how to do so on a sustained basis, consistently delivering results when it matters.

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In this session Catherine, with her unique view into world class sport and top-level business, will share research-based lessons from sport that will help you, and those you lead, build the stamina needed to perform consistently well over the long-term; to stay the distance.

AFTERNOON MASTERCLASSES AND OVERVIEW

14.40

Choose one of the following:

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Option one: Stay in the main hall for the Changing behaviours: part two workshop

Option two: Select one of the four masterclasses.

O

Overview Changing behaviours – Part two:

Implementing the plan based on story telling

Meirion Jones, Tongues in Trees + a professional services client

A  Marketing technology

B  Refreshing your brand proposition

C Thought Leadership as the Smart Growth Strategy

D Delivering world class client experience through innovation

COFFEE BREAK

15.40

CLIENT PANEL: EXCEEDING CLIENT EXPECTATIONS
ARE WE STILL MEETING CHANGING CLIENT NEEDS AND EXCEEDING THEIR EXPECTATIONS?

16.00

Moderator: Claire Rason, Client Talk

Panel: Mark Walford, TrustedCare

Natalie Salunke, Zilch

Others TBC

CHAIR'S CLOSING REMARKS

16.50

DRINKS RECEPTION

17.00

CONFERENCE CLOSES

18.30