1. Marketing Leaders
Masterclass
By Invitation Only
#MLleeds
Where: Elmwood Leeds, LS11 5WD // When: Tuesday 21st April 2015
9.30am-12.00pm // *Registration between 9.00am-9.30am*

2. The Marketing Leaders Masterclass aims to provide delegates with a
unique integrated marketing experience, as five industry experts share
their latest thinking across a range of hot topics including digital,
social media, PR, consumer insight and creative.
Marketing Leaders
Masterclass #MLleeds

3. In partnership with:
Venue & Creative Partner
www.elmwood.com
Consumer Insight Partner
www.mccallum-layton.co.uk
Creative Design Partner
www.pixelpusher2000.com
Stuart Bruce Associates
www.stuartbruce.eu
Digital Marketing Partner
www.webmarketinggroup.co.uk
Headline Sponsor
www.networkmarketingjobs.com
Social Media Partner
www.brilliantsocialmedia.co.uk
www.pixelpusher2000.com
Pixelpusher2000

4. • Consumer Insight Manager, Asda
• Consumer Media Relations Manager, Asda
• Customer Experience Development Manager, Sky Bet
• Senior Marketing Manager – Convenience, Morrisons Supermarkets
• Senior Marketing Manager – Planning, Morrisons Supermarkets
• PR Manager, Morrisons Supermarkets
• Senior Campaign Manager, The Co-operative Group
• Digital Marketing Manager – SEO, The Co-operative Group
• Digital & Social Media Marketing Manager, Premier Farnell
• Market & Consumer Insight Manager, JD Williams
• Managing Director, Beanies The Flavour Co
• Head of Digital Marketing, Victoria Plumb
• Business Development Manager, Irwin Mitchell
• SEO Manager, Victoria Plumb
• Head of Customer Planning, Insight & Development, Wilko
• Digital Marketing Campaign Manager, Provident
• Head of Marketing, WageDayAdvance
• Customer Engagement & Retention Manager, WageDayAdvance
• Brand & Marketing Manager, JCT600
• Research Manager, Shop Direct
• Marketing Campaign Manager, Joe Browns
• Director, instantprint
• Digital & Mobile Experience, Superdry
• Associate Director – Retail Marketing, Jones Lang LaSalle
• Chair, Mid Yorkshire Branch, Chartered Institute of Marketing
• Director of Marketing, University of Bradford
• Professor of Marketing, University of Liverpool
• Head of Marketing, University of Leeds
Who’s
Attending?

5. Are we happy with the route research is taking?
Duncan McCallum, Founding Partner at McCallum Layton
Market research has undergone dramatic change in the last ten
years; more than in the last 50 – but has it changed for the better?
In this session, Duncan takes a closer look at how some of these
changes are preventing consumer insight from reaching its full
potential and what can be done about it.
The dynamics of brand attraction
Simon Preece, Director of Effectiveness at Elmwood
& Sarah Dear, Managing Director at Elmwood
In this session, Simon and Sarah will be give an overview of how
neuroscience informs the creation of emotionally engaging brands,
and how marketers can use this to disrupt the market and build
deeper consumer engagement to increase sales and market share.
The now & next of digital marketing: Key online
trends impacting your business in 2015
Ian Lloyd, Director of Digital Operations at WMG
As the role of digital marketing continues to evolve, with the
customer’s mobile experience, online discoverability and digital
innovation all reshaping the agenda, Ian provides insights into the
future of doing business online. This session will explore the key
online trends that will affect your business over the course of this
year, provide practical advice and debunk some common
misconceptions, as well as providing a toolkit to help you sharpen
your online plans for the months ahead.
The most powerful conversation your brand could
have today
Laurra Davis, Creative Director at Brilliant Social Media
Often overlooked, social tone of voice is one of the most
undervalued assets for an organisation yet it is the foundation for
a brand’s entire social media presence.
In this session Laurra will give clear insight on how brands can
benefit from a more strategic and thoughtful approach to their
social tone of voice, and why playing it safe or getting it wrong can
result in disengagement and a disjointed brand proposition.
Back to the future of public relations
Top 10 game changers for PR
Stuart Bruce, International PR Advisor at Stuart Bruce Associates
PR suffers from cobbler’s child syndrome. In this session, Stuart
examines what it needs to do to reclaim its reputation by
highlighting the top 10 game changers for PR professionals. It
looks at the essential skills of the future for both in-house PR
professionals and PR consultancies.
Expert Sessions

6. Speakers
Simon Preece
Director of Effectiveness
at Elmwood
Simon joined Elmwood in 1992 after five
years of product and strategic marketing at
Asda. A shareholder and board member,
Simon has managed many of Elmwood’s
largest FMCG, corporate and retail clients
including The FA, Kimberly-Clark, and Asda.
He spearheads Elmwood’s drive to deliver
effectiveness culturally, creatively and
commercially.
An Honorary Fellow in Marketing at
Bradford University’s School of Management
lecturing on a wide variety of courses. He
has led the development and application of
Biomotive Triggers as a design tool.
A mentor for the DBA’s Twenty Twenty
programme, he is a Business Leader
member of the Marketing Society. Simon is a
Trustee of the prestigious Snowdon Trust
Charity.
Simon’s passions centre around his family.
He’s a Reiki Master and stone balancing
artist, also a lover of curries and malt whisky.
Ian Lloyd
Director of Digital Operations
at WMG
Ian heads up digital operations at WMG and
has nurtured and grown the team to over 50
digital marketers over the last eight years.
He is tasked with ensuring WMG clients are
delighted with the service they receive and
that our team is inspired and motivated to
do a great job.
A driving force in continuously improving
our techniques and developing new
products, Ian contributes to company
strategy through his deep understanding of
our clients’ needs. He guides senior account
managers on strategy for our largest SEO
accounts and advises and implements new
technologies and processes across the team.
With a BA (hons) in business information
management, and an early career stint at a
Mancunian record company whilst making
his name in the DJ industry, Ian’s colourful
background has made him a motivating,
inspiring and decisive manager.
Sarah Dear
Managing Director
at Elmwood
Sarah joined Elmwood in 1992 pretty much
straight out of university armed with a
French degree from Birmingham. She has
had a variety of roles at Elmwood during
that time and continued her education with
a CIM Diploma in Marketing and is currently
the Managing Director of the Leeds studio
and a board member.
With over 20 years’ brand design experience
in retail and FMCG, she particularly loves the
buzz of the retail world and has spent most
of her career leading key clients in this
sector, working with businesses such as
ASDA, Walmart, Loblaw, Argos and
Morrisons to name but a few. Her retail
experience covers directing brand strategy,
own brand packaging design and corporate
communications and brand experience. Out
of work, Sarah is the proud and devoted
mum of two and a keen runner.

7. Stuart Bruce
International PR Advisor at
Stuart Bruce Associates
Stuart Bruce is an award-winning
international public relations adviser and
trainer who is globally recognised as a
pioneer in digital corporate
communications, digital public affairs and
lobbying, crisis communications, online PR
and corporate social media. Based in the UK
he travels to provide counsel and training to
companies and government clients in
Europe, Middle
East, central Asia, USA and Asia Pacific. He
is a founder member of the Chartered
Institute of Public Relations’ Social Media
Panel and an elected member of its national
council. He regularly speaks at PR
conferences around the world including the
World Communication Forum in Davos. He
was one of the world’s first PR bloggers at
www.stuartbruce.biz
Laurra Davis
Creative Director at
Brilliant Social Media
Laurra is Brilliant’s founder and creative
strategist. After completing her BA Hons in
English and Creative Writing at Leeds
University, Brilliant was set up in 2011.
Initially founded as a training company,
Brilliant soon evolved into a specialist social
media agency working exclusively within
FMCG, retail and hospitality.
Through consultancy and managed services
Brilliant has helped their clients become
household names and built up one of the
Top 3 ranking Facebook pages in the UK’s
Food/Beverage sector.
Laurra has spoken extensively on social
media and worked as a consultant alongside
some of the North’s leading brand and
marketing agencies. With experience in the
FMCG sector she is a specialist in the
development of tone of voice, social
strategy and in driving brand loyalty through
social channels.
A lover of learning new languages, travel
and photography – away from work Laurra
can usually be found on her travels,
clutching her trusty DSLR.
Duncan McCallum
Founding Partner at
McCallum Layton
After leaving university with a BSc (Hons)
degree in Psychology Duncan worked for
Armstrong Worldwide Industries before
gaining an MBA with a specialism in
marketing. This was followed by a 3 year
spell as Marketing Services Manager at
Berger Paints (later Crown-Berger), where he
was responsible for the company’s research
and marketing budget.
Subsequent to Berger, Duncan was
Marketing Director for a large northern
based advertising agency before setting up
McCallum Layton in 1982.

8. How to attend
If you’d like to attend or get involved as a partner,
please contact :
John McCambley, Event Producer
+44 (0)7796322894
johnmcc73@gmail.com
Further information can also be found on
www.johnmccambley.com/