Digital adoption: where are we now?

James Keady, head of digital, social and CRM for McLaren Automotive, argued recently that "content is the voice of your brand, and it is therefore important to allocate the respect, investment, and focus it requires. Creating great content is difficult, and delivering great content consistently through established processes is complex. However, this is what is required if you want to take your brand from good to great in today's communication environment."

Today’s technological advancements provide astounding opportunities for brands to build smarter relationships with customers and combined with a strong content strategy, brands can really resonate with consumers, reaching them on the right platforms at the right time in an engaging way.

So what are the winning ingredients of content marketing and how can brands leverage storytelling, new media and interactivity to maximise engagement?

James Keady from McLaren and Gregor Lawson, founder and marketing director at fancy dress phenomenon, Morphsuits, will be getting to grips with this question in the content marketing session at this year’s Brand Republic Virtual Summit.

The summit is a two-day online event focusing on digital innovation, future thinking and growth trends. Ten speakers representing brands including Argos, The Telegraph, Nokia and EE will be exploring and challenging the latest thinking in AR, mobile, content marketing, social and video.

Brand Republic’s Virtual Summit is an original concept, taking the traditional conference online. Delegates will create their own avatars, walk around the virtual exhibition hall to visit content stands, network with other avatars and tune into live sessions in the virtual auditorium – all from the comfort of their desk! Taking place on 1st and 2nd October 2013, the event is free to attend and here’s a taste of some of the sessions featured:

Opening Keynote: Digital Engagement Today

Speaker: Lori Cunningham, Director, Digital Futures, The Telegraph

With constant digital evolution, where do marketers stand today? Join Lori to explore how behavioural trends, shifting demographics and emerging technologies are changing the digital world.

Augmented Reality: Is Augmented Reality Our New Reality?

Speakers: Ambarish Mitra CEO and founder of Blippar & Dan Banks Senior Creative Manager for Argos

In this interactive session, presenters will showcase the developments in AR over the past year and demonstrate how Argos has launched its first digitally interactive catalogue with help from Blippar’s AR technology to drive returns.

Generation Z: Defining The Future Of Youth Marketing

Speaker: Patrick Hourihan, Head of Research Northern Europe, Yahoo!

16-24s align with brands they can relate to and interact with – so what’s the key to unlocking this?

From technology to content, this session will provide meaningful insight into what drives this digital audience with 6 tips to help brands win them over.

For information on getting involved as a speaker please contact

For full information on the Brand Republic Virtual Summit programme, speakers and to register please visit:


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Virgin, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer
Mumsnet admits users' emails and passwords accessed via Heartbleed bug backs 'rubbish' mobile app with TV ad
Powerade launches global World Cup campaign
Subway considers taking fast food to fast lane with F1 sponsorship
Burberry's flagship Shanghai store facade responds to weather changes
Ikea splurges 'grey' Belgium with colour
Grim outlook for Tesco boss Philip Clarke ahead of expected profits fall
Thomson to create first crowd-sourced wedding decided by Facebook fans
Currency wars meets origami in Alpari FX trading ad campaign
Amazon rumoured to launch 3D smartphone in September
Facebook to allow European users to store and transfer money on site, claims report
Unilever pilots multi-brand advertising with YouTube beauty channel
Lego, Coca-Cola, Net-a-Porter, Bitcoin and AOL: the digitally creative brands