The program that brings together - in name and classroom - the leading business school in Portugal and the largest media group in the country is almost here. It is called Nova WPP Digital Week and the 1st edition will take place from April 9th to 13th, 2018. During an intensive week, professionals from all sectors will explore Digital Marketing not only from a strategic and business perspective but also, and above all, from a highly practical perspective with those who best implement it in their daily lives.
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Within the scope of Nova SBE's institutional partnership with the WPP group, which has already resulted in several masterclasses and conferences, the two entities are now launching the 1st edition of the Nova WPP Digital Week program. This intensive course is the result of the ambition of adding the know-how of Nova SBE Marketing professors to a more practical and market-oriented perspective, brought to the classroom by professionals from the several media agencies of the group. In this sense, the program promises both strategy and implementation and, above all, a space for debate about the sector's challenges and best practices sharing.
Day 1: Creating Value for New Consumers in the Digital Age
Naturally, this journey begins with the marketing strategy adapted to the new digital paradigms. Professor Jorge Velosa sets the tone, rethinking the consumer in the digital age, and how to build the integrated and omnichannel dialogue that the new consumer is looking for. With a vast career not only academic but also as a consultant and in leadership positions in the consumer goods industry, namely at Sara Lee, Vileda and Henkel, the morning of the first day will awaken us to a new communication paradigm of marketing.
After lunch, the conversation continues, led by Professor António Marinho Torres. With an international career that has passed through companies such as Unilever, Cadbury or Nokia, the professor will launch the first clues on creating value through new marketing technologies.
Day 2: Redesigning the Communication Strategy through Digital Marketing
On the second day, Professor Catherine da Silveira concludes the discussion about the new consumer, following new consumer trends, the growing importance of tribes and the imperative of any Marketing professional to deeply understand their consumers' journey. This discussion will benefit from a broad view of a professor with a professional career who has worked for companies such as Unilever, Nestlé, Calouste Gulbenkian Foundation, and L’Oréal, the latter where she spent 14 years and managed divisions in both luxury and mass market.
Having understood the new consumer, Professor Jorge Velosa will present the first tools to make brand communication digital, presenting both digital and social strategies with outbound and inbound objectives.
Day 3: Implement Digital and Social Strategies
Given the theoretical framework, on the third day, participants will be able to start implementing the strategy. Professor António Marinho Torres will provide practical digital marketing tools, namely a framework that includes an integrated strategy of the display, search, dialogue and WOM (word of mouth), thus concluding the contribution of the teaching staff “from home” in the program and passing the testimony to our partners.
The first agency of the group to enter the scene is MediaCom, represented by Tiago Monteiro, Head of Business Planning, who will explore how these new dynamics should be considered when designing communication briefings, highlighting their simplifying role in an environment that is essentially complex, and how they materialize later in the so-called “media plan” as the final output.
Day 4: The Challenge of Analytics and Big Data
The fourth day of the program, according to WPP, will be around analytics, bringing two more agencies to the Executive Leadership Center. In the morning, André Melo, Head of Analytics & Insights at GroupM, will discuss what distinguishes the areas of statistics, data mining, machine learning and what data paradigm they are associated with, presenting below the main tasks of data mining and how they connect with business challenges. “The main goal is for the participant to have a clear view on the key concepts in the analytical area and their applicability to business contexts”, André Melo tells us.
In the afternoon, Ricardo Santos takes the floor, talking about new concepts such as Big Data, segmentation, and predictive modeling in the digital ecosystem. MindShare's Head of Digital will deepen three pillars - data, technology, and content - essential for the audience identification and segmentation, concluding with the understanding of what is a measurement framework, the importance of mobile and the perspective of future evolution. For the person responsible for the digital activity of the media agency, "the main goal is to provide the participant with a global view on the impact of digital technology on communication and business."
Day 5: Hands-On in Digital Media
On the last day, the approach will be even more hands-on than the previous ones, with practical exercises in all sessions and even a budget to manage. More than theory and strategy, the 3 speakers of the day will talk about concrete tools and best practices from the several media available to digital marketers.
Starting with search, paid and organic, and web analytics, Ricardo Santos will focus on the market's leading search engine, Google, and the tools it provides to marketers, including Google Trends, Google Keyword Planner and - dispensing presentations - Google Analytics. The approach will take the most important metrics into account at all times, and how to use the data in the decision-making process.
Then, Sérgio Oliveira, Director of Xaxis Portugal, introduces us to the world of the display and the new trends of programmatic buying on the different digital media. Presenting the new business models in force in the Portuguese market, compared to traditional offline media, Sérgio argues that “the evolution of media will also make the purchase of offline media, such as TV and Radio” programmatic, and therefore his approach the programmatic theme will also include the evaluation of new business metrics, namely viewability, native ads and an analysis of the Brand Safety and Ad fraud themes.
Finally, we received the Chief Innovation Officer of the new agency Wavemaker (joining in June 2017 of the two GroupM media agencies, MEC and Maxus), who will speak about the social media paradigm in Portugal. From the dos & don'ts in community management to the targeting capabilities, Carla Rodrigues will allow a reflection on the main trends and what consumers like most in these networks, going through the importance of a paid media strategy and its role in the global strategy of the brand. The agency responsible for the innovation and digitalization of the agency intends “that each participant knows the main data of each social network and the role it plays in the lives of the Portuguese”.
Altogether, there are 8 speakers, proven experts in their areas of expertise within the world of digital marketing, who will go into detail in each dimension of the new marketing activity. Between April 9th and 13th, each participant will be able to go from a marketing professional (or enthusiast on the theme) to a true digital marketer, aware of the new challenges and opportunities of this new paradigm - and, above all, aware that a marketing professional success can never stop updating your knowledge.
