Author Archive: Emma Wilkinson

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Every year, 250,000 young people in the United Kingdom take part in programmes run by the charity, Young Enterprise. They have one vision: to inspire and equip young people to learn and succeed through enterprise.

Amber Atherton

Amber Atherton

Young Enterprise has changed the lives of millions of people since it was established in 1962.

Young entrepreneur, Amber Atherton, founder of My Flash Trash and named 5th most powerful person in Vogue’s Digital Power List, started her business ventures at the age of 11. We are thrilled that Amber will be taking to stage at Adobe Summit on May 14, as part of the opening keynote, ‘The Reinvention of Marketing’.

If you would like to support Young Enterprise and the next generation of entrepreneurs please join our Tweet of Charity campaign. For every tweet that includes the #AdobeSummit hashtag during Amber’s time on stage, Adobe will donate £2 to Young Enterprise.

Justin (JC) Coghlan

Justin (JC) Coghlan

We will be doing the same tweet for Tweet for Charity campaign when Justin (JC) Coghlan, co-founder of Movember, will be on stage as part of the ‘Marketing in a Digital Age’ keynote on May 15.

Movember has changed the face of men’s health since 2003 and the 4 million ‘Mo Bros’ and ‘Mo Sistas’ across 21 countries have raised £345 million for prostate and testicular cancer and we’re delighted to support such a charity.

Same rules apply: For every tweet that includes the #AdobeSummit hashtag during JC’s time on stage, Adobe will donate £2 to Movember.

If you’re unable to make it to Summit, you can watch on your laptop, mobile or tablet by registering for Summit Live.

Mark Zablan, President of Adobe EMEA, on Marketing Reinvention & Adobe Summit

Adobe Summit is just days away (May 14-15, 2014) and the excitement is building!

Over the past days and weeks we have had the pleasure of chatting to some of the speakers in advance of Summit, such as: Justin (JC) Coghlan, MovemberDavid Williams, ASOSMichael Acton Smith, Mind CandyDr David Cox, HeadspaceWill Hayward, Buzzfeed; and Amber Atherton, My Flash Trash. Finalising this series, we caught up with Mark Zablan, president of Adobe for Europe, Middle East and Africa (EMEA) about marketing reinvention - which will be a big theme at Summit - what this means for marketers and for him personally.


Twitter_1000x1000_Mark-Zablan-2As head of Adobe EMEA, you talk to marketers every day about their needs for reinvention.  What are marketers’ biggest challenges in making this transition?

Zablan: The customer journey has shifted so dramatically compared to where it was just a few years ago—marketers’ challenges are truly endless. The good news is that as an industry, we’re recognizing the need for reinvention and discussing it as a community. It’s now just a matter of taking the plunge and making key changes across the people, processes and products in your organisation.

Today, no matter what the customer is doing, whether online or off, they are leaving a footprint. And the ability for brands to get to know their consumers through one unified view, to grasp one set of analytics, and for marketing technologies to seamlessly integrate to existing legacy systems—these are major challenges that Adobe is helping to solve.

In regard to content, I’m hearing marketers struggle with the reinvention of their storytelling process, and how they can get a consistent, engaging message in front of consumers no matter where they are. This in turn impacts the reinvention of a brand—taking your company from an older, more traditional marketing house to one that’s actively listening to consumer conversations, engaging with them in real-time, and effectively building a brand personality that creates true impact in their lives.

And marketers, as individuals, also need to undergo reinvention—and we’re finding that the individual reinvention is one of the hardest. It takes a true commitment to education, risk taking and stepping outside one’s comfort zone to kick off the marketers’ journey.

Mobile, wearable tech, beacons…How do you see the digital and physical world converging in the future, and what will that mean for marketers?

Zablan: It’s easy (and fun) to get caught up in the buzz of these new technologies, but when we get down to brass tacks, iBeacons, wearable tech, etc. become just another channel for brands to engage with consumers.

The possibilities that iBeacons bring are certainly exciting—the ability for any brand to hyper-target a consumer as they’re inside a store and gather detailed analytics is fascinating. Even from an operations perspective, retailers can help understand, for example, where to allocate staff on the store floor during busy hours. But sophistication among these new technologies will still be key. iBeacons won’t help a brand if the marketing organization cannot formalize an effective mobile marketing strategy. This hyper-targeted experience also won’t be successful if the messaging is too personal or crosses the privacy line. Indeed while marketing is being reinvented by these intriguing new channels, continuing to understand the customer journey and having the right technology in place to collect data and influence marketing strategies will continue to be keys to success in the reinvention of marketing.

Summit EMEA is all about reinvention. In what ways are you personally approaching reinvention—both at home and for Adobe?

Zablan: As an American living in Europe for the past 5 years, reinventing the ways in which I approach my day-to-day life is nothing new! This change has been such an incredible experience for my family and me, but I think whether our reinvention is personal or professional, many of the same concepts apply. The products, so to speak, in our lives will change; the processes will be different; and the technologies we rely on will shift as a personal reinvention unfolds. But we have to get comfortable with being uncomfortable—with taking risks and with strategizing without sometimes fully understanding a situation. As an expat, I’ve also learned to keep an open mind to new opinions and methodologies—something that also applies directly to the personal journey of digital marketers.

What are you looking forward to most at Summit?

Zablan: I love and look forward to the customer and industry connections that occur at Summit. The event’s mission is to connect marketers across EMEA with peers and industry luminaries alike—to engage in a mass conversation about the “how’s” and “why’s” of marketing’s reinvention; to take a look, collectively, at our playbook and figure out next steps to arm for success in the digital age. At Adobe, we often say that while challenging, digital marketers thrive on this environment of constant change—and I’m excited to dive into this dynamic conversation at Summit.


If you are coming to Summit, safe travels and we look forward to seeing you there! If you haven’t managed to get a ticket you can watch Summit live on your laptop of mobile by registering here. And, take part in the conversation with #AdobeSummit.

Justin (JC) Coghlan from Movember Speaking At Adobe Summit

4 million ‘Mo Bros’ and ‘Mo Sistas’ across 21 countries have raised £345 million for prostate and testicular cancer. The impact this has had on men’s health is everlasting. The organisation behind this global movement is Movember, who have been changing the face of men’s health since 2003.

Justin (JC) Coghlan, co-founder of Movember, will be talking to center stage at Adobe Summit in London next week (14-15 May) to discuss how they keep the conversation about men’s health alive. We caught up with JC ahead of Summit to find out a bit more….


Can you tell us a bit more about your day-to-day activities for Movember?

I oversee our Movember operations out of the London HQ that run our campaigns across mainland Europe, Ireland, UK, South Africa. I also manage our global events and partnership teams and sit on our Marketing Committee that oversees our global campaign direction and the continued growth of the brand.

1000heads_Adobe_JC_TwitterWhat key digital marketing trend do you see making it big by the end of 2014?

Wearable technology is the obvious new direction coming out of 2014. We know that continued improvement and development is launching around sports bands, google with glass on the scene, to whole ranges of new wearable tech launching.

2014 and beyond is really all about taking things to the next level with wearable tech.

Health and wellness should play an exciting role here. Technology launching that can monitor everything, through wearable and mobile devices, will change the game; from contact lenses that change colour when your blood sugar is low or something like Wello, which monitors all your vitals.

Wearable devices could ultimately track all your data and upload to your doctor, so your body function over a period of time is tracked, not just a snapshot of how you are on the day, which would play a key role in preventable health.

Can you give us a little teaser of what you will be exploring in your Summit keynote?

Keeping it clean, simple and fun with a global audience each season that generates billions of conversations about Movember and Men’s Health.

What campaigns have inspired you the most recently?

Campaigns that know their audience and use technology in a creative way to capture and engage, such as:

  • Kontor Records Back to Vinyl office turntable and use of innovative apps.
  • Pepsi Max’s Unbelievable Bus Shelter is really nice use of media; a good idea brought to life by new technological capabilities.
  • Save the Children’s Most Shocking Second a Day campaign. Simple ad idea with 30 million views. A classic twist and emotional bit of film and brought to life through a production technique that borrows from what people are already doing online, tracking themselves over time with ‘a second a day’ of filming.

If you were given complete freedom, both creatively and financially, what would you do next?

Change the world of health, empower everyone with knowing their personal historical health data, critical health numbers and footprint, for them as an individual. Getting this right in preventive health will change the world.


For those attending Adobe Summit next week we look forward to seeing you there and should you want to grow your Mo, we’ll be sure to give you a shout out!

Don’t forget, you can take part in the conversation with #AdobeSummit.

David Williams from ASOS Speaking at Adobe Summit

For millions of twenty-something fashion lovers, ASOS is the go-to destination for inspiration, style tips and, of course, online shopping. With 8.2 million active users and shipping to over 234 countries, ASOS delivers the right fashion to fashionistas across the globe.

Joining us at Adobe Summit in London, May 14-15, is David Williams from ASOS who will be speaking as part of the Digital Analytics track. Before he does, we caught up with him to discuss digital trends, his role as head of customer intelligence and what will be a hit in 2014.

Can you tell us a bit more about your role at ASOS?

I head up our Analytics and Data Science teams. We’re tasked with using customer engagement data to fuel not only better decision making, but to build customer-facing propositions on the top of it.

1000heads_Adobe_ASOS_TwitterWhat key digital marketing trend do you see making it big by the end of 2014?

A move from understanding customers as cookies to customers as individuals. It’s been a long time coming, but with a higher and higher proportion of traffic coming from mobile and the average consumer having access to more and more internet-connected devices (my own count in daily usage is 6!!), a lot of understanding is being lost by not tying those journeys together. Being able to connect the customer journey is going to be key in 2014.

What are you most looking forward to at Summit this year?

Great discussions with like-minded individuals and a preview of what is to come from Adobe in the coming months. Sneaks is a favourite, plus looking back at what enhancements have been dropped in the last year that I didn’t know about!

Can you give us a little teaser into what you will be exploring in your Summit talk?

The session is on analytics practice maturity and how you can use Adobe’s own assessment tool to benchmark your team – we’ll be giving some insight on our own experience with that process.

What do you find most interesting about working with customer insights data?

The velocity and variety of both the data and the problems we’re looking to solve… we’re never sat still for long, the work is diverse and challenging and we can genuinely help influence business decisions and the bottom line.

If you want to hear more from David, be sure to attend his session Best-in-class analytics: How to move your practice up the maturity curve at 3.45pm, May 14 at Adobe Summit. You can also join the conversation with ‪#AdobeSummit.

Michael Acton Smith Speaking at Adobe Summit

Mind Candy is ‘an entertainment company that creates magical brands with a digital heart’ and are the creators of Furi, Poppet, Luvli, Katsuma, Diavlo and Zommer (also known as Moshi Monsters).

The man behind these hugely popular pet monsters - Moshi Monsters has over 80 million registered users online - is Michael Acton Smith, CEO and creative director.

I caught up with Michael before he takes to the stage at Adobe Summit in London, May 14-15, to find out how these pet monsters came to life, what motivates him and of course, what he’ll be sharing at Summit.

TW_speaker_michaelsmithCan you tell us a bit more about how you came up with the idea of Moshi Monsters in a coffee shop?

The first game we created at Mind Candy was a very complex online and offline treasure hunt called Perplex City. It was ground breaking, but sadly it wasn’t a hit and with our money fast running out we needed another idea

I had a favourite coffee shop in Battersea that I would spend hours in doodling and daydreaming ideas.  This is the location where Moshi was sparked to life. I had seen how kids loved the Internet and so wanted to create a fun but safe virtual world for them to play within. I liked the idea of populating this world with little pet monsters for them to adopt and nurture

What’s the next step in building ‘the largest entertainment brand in the world for the new digital generation’?

We’re trying to build the greatest entertainment company, rather than the ‘largest entertainment brand’.

We want to continue creating magical entertainment that kids of all ages love. Our brands have a digital heart but can be enjoyed in many other ways such as magazines, books, toys, music and movies. We have several new exciting projects bubbling away

Can you give us a little teaser into what you will be exploring in your Summit talk?

I’m going to tell the story of my entrepreneurial adventures and share the lessons learned along the way that will hopefully be useful for the audience.

I will also talk a little about the next big project we’ll be launching at Mind Candy.

What new digital approaches will you be taking on your current or future projects?

We don’t have a single digital approach, but are very aware that kids are the ultimate early adopters and it’s important for us to stay on top of what technologies and apps they are excited by.

Do you see any links between your passion in music and your entrepreneurial drive?

I love the entertainment business and that has been a common thread through all my projects: FireboxPing Pong Fight ClubMind Candy, and Berwickstock, the music festival.

If you want to hear more from Michael, Mind Candy’s next big project, and of course, Monsters, register now for Adobe Summit.

Follow Michael @acton and take part in the conversation with ‪#AdobeSummit.

See you there!

Dr David Cox from Headspace Speaking at Adobe Summit

Headspace, the meditation experts, are on a mission. That mission is to get as many people in the world to practice meditation for 10 minutes a day, to help us experience a healthier a happier mind.

We caught up with Dr David Cox, chief medical officer at Headspace to explain a little more about this mission, how digital marketers can embrace meditation and what he will be talking about at Adobe Summit in London, 14-15 May, when he takes to center stage.

How did you first discover mindfulness?

I’d been interested in meditation for years, but never managed to find a style of learning that worked for me. Headspace was featured in a magazine article about mindfulness, and I downloaded the app. From the first session I knew I’d found something I could incorporate into my life. The excuse “I don’t have the time” didn’t apply!



And how might it help those working in digital marketing specifically?

Mindfulness is incredible in its broad applicability. In essence it teaches greater awareness, of yourself and of others. Huge benefits follow, both in terms of health – less stress, depression, anxiety, bad habits, and so on – and also in terms of relationships and performance – greater focus, attention, empathy, creativity. I find it hard to imagine how anybody in digital marketing wouldn’t find a benefit from more focus, empathy and creativity!

Do you see any similarities between the digital landscape and mindful meditation?

Interestingly we’re starting to see an increasing number of tech companies (including Google) introducing mindfulness training into the workplace. I think this is due to companies becoming more aware of the need to look after the wellbeing of their workers. The benefits of mindfulness training are embedded in science, with over 2000 studies conducted to date.

What are you most looking forward to at Adobe Summit?

I’m really looking forward to hearing the breadth of perspectives from key innovative thinkers!

Can you give us a little teaser into what you will be exploring in your Summit talk?

People have a lot of preconceptions about what mindfulness meditation is and what it entails. I’m hoping to show people how straight-forward mindfulness is, and how by putting aside as little as 10 minutes a day to practise it can help you lead a healthier and happier life.

To hear more from Dr Cox you still have time to register for Adobe Summit. Plus, take part in the Adobe Summit conversation with ‪#AdobeSummit.

Will Hayward Speaking at Adobe Summit EMEA


Second up in our series of blogs, where we get to know a little bit more about some of the speakers that will take to the stage at Adobe Summit in London (14-15 May), is Will Hayward, vice president of advertising for BuzzFeed.

Will talks bravery in digital marketing and reveals his favourite campaign, which of course features a cat….being more like a dog!

Can you tell us a bit more about your role at BuzzFeed?

I head up the commercial side of the business in Europe – so the creative work we do for brands, the sales team, the account management team and our product positioning.


What key digital marketing trend do you see making it big by the end of 2014?

I think brand owners will finally move beyond the age of destinations. This is something that very much belongs in the history books – the idea that the entire function of digital marketing is to drive clicks through to a website is as equally limiting to your interaction with customers as it is unrealistic. Lets work harder to go to where consumers are, and tell stories so good that they get shared across the social web.


What are you most looking forward to at Summit this year?


Can you give us a little teaser into what you will be exploring in your Summit talk?

We think about social currency quite often. Why do people share? What is it about the bits of content that they share that makes them want to do so? And how can brands create something of value that would encourage their target audience to repost the content?

What is your favourite thing about being a digital marketer?

The pace. Working with really smart people. Thinking about the future and focusing on the creation of great work, in-spite of the dearth of such work in the market.

What campaigns have inspired you the most recently?

O2′s be more dog, of course.

If you were given complete freedom, both creatively and financially, what would you do next?

There is a common pot of brand values that all marketers claim – customer first, inclusivity, tech focused. If I had total freedom I would focus on work that defines what a brand ISN’T – Facebook do this well (they aren’t perfectionists, they “move fast and break things), as I think Apple do (they aren’t humanised, they are to a certain extent anonymous). That doesn’t require financial freedom, just a little bravery.

To hear more from Will come down to Adobe Summit in London on 14-15 May, follow him on Twitter (@billyhayward) and tell us what you think by taking part in the ‪#AdobeSummit conversation.



Amber Atherton Speaking At Adobe Summit EMEA

With only a few weeks till Adobe Summit, we’ve been catching up with our speakers to find out what makes them tick, who inspires them, and what they’ll cover when they take to the stage in London on May 14-15.

First up, Amber Atherton, named 5th most powerful person in Vogue’s Digital Power List and founder and director of My Flash Trash talks fashion, creativity, and educational reform … .

Amber AthertonCan you tell us a bit more about how you started My Flash Trash (MFT)?
After various dabbles in ecommerce, fashion and gaming ventures throughout childhood, I set up MFT from my dorm at school. As one of the first UK fashion blogs to have a shopping cart function, we quickly gained a following that catalysed us into a marketplace for the world’s coolest jewellery designers.

Can you give us a little teaser into what you will be exploring in your Summit talk?
I’ll be giving an insight into how some of my ideas transformed into businesses, from the age of 16, and how you can unlock creativity and solve problems with a few curious case studies. Mainly, I want to motivate the whole audience so when they leave my talk they are ready to be a total boss.

What is your favourite thing about being an entrepreneur?
The ability to direct my own schedule. For me, time is the most valuable asset and having the freedom to control how I spend it is one of my favourite things about being an entrepreneur.

What campaigns have inspired you the most recently?
Strangely, mainly men’s deodorant campaigns. What Old Spice did in the USA was amazing and Lynx’s most recent ‘make peace’ campaign was so virally epic.

If you were given complete freedom, both creatively and financially, what would you do next?
I’m passionate about creating a greater synergy in education between academia and entrepreneurship. There is a massive lack of practical business and career defining experience in school curriculum. So I want to work on changing that in some way next.

Follow @AmberAtherton and take part in the Adobe Summit conversation with ‪#AdobeSummit.

You can also check out the list of other stellar speakers on our website, where you can also register, for what will be THE digital marketing conference of the year in Europe!