Claudia Sestini, Global Head of Marketing, \Gain Theory
It's a theory that has been around for almost a century: there are no more than six degrees of separation between any two people on the planet. But as the world goes online, the degrees of separation between people is shrinking. According to a Facebook study, there are only 3.57 degrees of separation between you and the 7.9 billion other people on the planet.
People today are more closely connected than ever before and we live in uncertain times, where every sector is disrupted and the outcomes we want are far from guaranteed. Consumers are looking for purpose and meaning and their expectations are fuelled by disruptors like uber. The rules of play have changed.
We need to reimagine business in a new context to be more relevant to the customer in their journey - this requires a bold approach.
It was in this context that a stellar cast for this year’s thought-provoking conference was curated. An astronaut, a TED speaker, two Olympians, CMOs and a CEO on stage. Seriously, there was nowhere I would have rather been at that moment in time. As Nick Milne, Head of Marketing Effectiveness from O2 told me, “I found the whole day pretty inspirational. From hearing about trips into space, how McDonald's are embracing digital, or how Team GB set up a culture of performance, the content was spot on”.
Claudia Sestini, Global Head of Marketing, Gain Theory
