Campaign Breakfast Briefings provide the marketing community with thought-provoking opportunities to learn about where our industry is heading next.

Transforming retail: the power of media to drive ecommerce

Campaign hosted the Breakfast Briefing in London on 28th November. The subject of this briefing was ‘Transforming retail: the power of media to drive ecommerce’ in association with Performics, which took place on 28th November - the day before Black Friday, one of the biggest days of the shopping year, and just a few weeks before Christmas.

The fusion of digital media and commerce is revolutionising retail as the smartphone screen takes over from the high street as the main shop window for many brands.

At this breakfast, we heard from top industry leaders and creatives about how to get ahead in ecommerce, the latest trends in shopping, and the best Christmas retail campaigns of the 2019 festive season.

Topics discussed included:

  • How brands harness the power of communications, data and delivery to satisfy consumers’ needs and create a seamless shopping experience.
  • The risks facing companies that fail to adapt to the “bring-it-to-me” era of on-demand shopping.
  • How much brands, agencies and media platforms need to change how they create and personalise brand and sales messages to suit this new world.

This must-attend event was a thought-provoking opportunity to understand how media is super-charging ecommerce – from the people making it happen.

Agenda *


08.00: Breakfast

08:30: Welcome from Campaign

Gideon Spanier, global head of media, Campaign

08:35: Introduction by Performics 

Mykim Chikli, UK CEO and EMEA head of product, Performics

08:40: Transforming retail: brand case studies

Leonie Foster, chief customer and digital officer, Dunelm
Nikki Akers, ecommerce acceleration director, L'Oreal UK & Ireland
Cheryl Calverley, chief marketing officer, Eve Sleep

09:00: What brands want: Q&A panel 

Leonie Foster, chief customer and digital officer, Dunelm
Nikki Akers, ecommerce acceleration director, L'Oreal UK & Ireland
Cheryl Calverley, chief marketing officer, Eve Sleep

09:20: Thinking creatively about commerce

Discussion about the best Christmas and Black Friday campaigns.
Moderated by Brittaney Kiefer, creativity and culture editor, Campaign
Tom Bender, creative, Wieden & Kennedy London
Yan Elliott, joint executive creative director, The & Partnership London
Al Young, chief creative officer, St Luke’s

09:40: Using media to power ecommerce

Discussion about how brands can drive better results.
Tim Mason, CEO Eagle Eye, author of Omnichannel Retail and former CMO Tesco
Mykim Chikli, UK CEO and EMEA head of product, Performics
Gord Ray, brand development lead, Instagram

10:00: Closing comments

10:05: Networking

10:30: Close of event

*Agenda subject to change

Speakers include:

Leonie Foster

Chief customer and digital officer, Dunelm

Tim Mason

Chief executive officer, Eagle Eye and former CMO, Tesco

Mykim Chikli

Chief executive officer, Performics UK, and head of product EMEA

Nikki Akers

Ecommerce acceleration director, L'Oreal UK & Ireland

Cheryl Calverley

Chief marketing officer, Eve Sleep

Cheryl recently made the leap from breakdowns to beds as she moved from the Automobile Association (The AA) to Eve Sleep, the European sleep wellness brand. Having joined The AA as head of Group Marketing in 2015 to learn about direct to consumer marketing, she progressed to Marketing Director in 2017, spawning a really quite remarkable singing baby along the way. Her early career was in FMCG, where she coaxed, corralled and challenged a range of ‘love or hate’ brands, such as Marmite, Pot Noodle, Peperami and Axe (Lynx for the Brits amongst us) to growth, before heading over to the exciting world of frozen foods with Birdseye Iglo group. No, really, she did find the annual pea harvest quite exciting…. Her motto? ‘Standing on the shoulders of giants’.

Gord Ray

Brand development lead, Instagram

Gideon Spanier

Global head of media, Campaign

Gideon is Global head of media at Campaign where he has worked since 2015, overseeing media coverage and events, including the Media Week Awards and Media360. He is also a columnist for the London Evening Standard and a member of the executive committee of the Broadcasting Press Guild, a national association of journalists who cover the TV and radio industries. He was previously media editor of the London Evening Standard, a business reporter for The Times and The Independent and chair of the BPG.

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