Additional Forum Information
Registration: 17h45 - 18h00
Forum Start Time: 18h00
Length: 1 hour 30 minutes
Cocktails will be served after the event
Marketing guru Alex Batchelor was Planning Director at
Saatchi & Saatchi before he was Marketing Director at Interbrand during a
time of phenomenal growth. He was the Vice President Global Brand at Orange and
the Chief Marketing Officer at Tom Tom. His talk covers how learning from the
behavioural sciences challenges some of the beliefs in marketing. Psychology tells us that humans are fast and frugal in
our decision-making, that we ‘think much less than we think we think’. Instead,
we are guided by impressions, associations, past experience, stories and
feelings. We use mental shortcuts or rules of thumb to help us decide between
options, products, brands – and indeed politicians.
After speaking regularly on the media and conference circuit Alex decided that he should see if he could actually manage brands rather than just talk about them, so returned to the client side as Vice President Global Brand at Orange (launching the brand in 12 countries), Marketing Director at Royal Mail (as it faced competition for the first time in its 350 year history) and Chief Marketing Officer at TomTom. He joined BrainJuicer® as the Chief Operating Officer in 2010 and have helped the business continue its rapid growth. He is the former Chairman of the Marketing Society and a Fellow – and at various times has been a member of the IPA, the APG, the AMA, the MRS, the AMSRS and the RSA.