The Business School was proud to host for one of the world's largest advertising and creative agency Cheil. Peter Zillig, CEO at Cheil UK, and David Coombs, Head of Strategic Services delivered this seminar and spoke about their company and the importance of marketing.
Peter Zillig opened the seminar by introducing himself and his career history that led him to becoming chief executive of Cheil London in 2016. He has been working closely with David Coombs to adapt with the fast-moving technology that has been impacting consumer behaviours.
Peter then spoke about how Cheil embraces these changes in order to deliver the best solution for some of the world's biggest brands such as Samsung, Absolut, Adidas, Coca-Cola, Lego, Microsoft, Nestle and so on.
The seminar continued with an introduction to data-driven marketing and how it has evolved from the days of simply measuring bounce rates and cost-per-clicks to today's complex big data and customers are demanding personalized experience despite the fact that they use multiple channels to access the internet.
Cheil provides data-driven experiences across the entire customer journey as it is the future of marketing. Data-driven marketing involves collecting customer data and then using that data to create your marketing strategy. Understanding customer behaviour is the key to delivering the right content to customers. In other words, data-driven marketing helps one to create marketing content that is in sync with your customers' expectations, behaviours and demographics.
David Coombs then continued to discuss the latest work they have done with their big brands and helping students understand how they redefine the ways people connect with brands.
A notable piece of advice from our speakers in this seminar was to lead with "Tu: hon" spirit.
Tuhon is a Korean word which means achieving the impossible, against all odds. Technology has always been close to organisations heart but it's the Korean spirit of tu:hon that propels us forward.
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