March 2016

Drayton host industry leaders to discuss impact and future of Disruptive Marketing

With experience from Red Bull and Monster Energy Jamal Benmiloud, delivered a thought provoking presentation

As our highly connected world continues to evolve, and new mega brands can seem to be created overnight, Drayton Partners were keen to find out more about the changing landscape in the Consumer sector.

Drawing on his experiences from Red Bull and Monster Energy, plus case studies from Airbnb, Lego and Chinese smartphone sensation Xiaomi, our speaker for the evening, Jamal Benmiloud, delivered a thought-provoking presentation about creating ‘brand love’ and turning 'ideas into revenue’.

We were delighted to be joined on the evening by a cross-section of leaders from companies such as Boots, Tesco, PepsiCo, Mars, Carlsberg and Brakes. Jamal’s presentation provoked some fascinating debate and conjecture, including the use of disruptive marketing within a business-to-business context, and whether brand love is purely a ‘millennial’ marketing concept.

Drayton Partners have invested in these types of events for the last 5 years. They are an important part of us living the Drayton ‘THINK SMARTER’ philosophy and contributing in our own small way to the development of the market.

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