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Program

Opening plenary

Published on by Oumaima Rouissi - updated on

Tuesday 5 - 11:00 - 12:15

A two-part plenary session on 2021/2022 Marketing trends and authenticity

Part 1 - Update on Marketing trends 2021/2022

What are the key themes that should structure the marketing debates in the next 18 months? How will the marketing function and the role of the CMO evolve? What are the best practices of brands that anticipate these trends? Thomas Husson, VP Research Forrester

Part 2 - Authenticity: finding our lost paradises
Uncertainty is undoubtedly the key word for 2020/2021: health, social, environmental, professional. Uncertainty has ruled every part of our lives for - soooo - long months. Going back to basics, rediscovering our fundamental values, in short reconnecting with the basics, was obvious: cooking with the family, watching an old movie, listening to vinyl records, gardening or tinkering, strengthening intergenerational ties ... a real remedy for anxiety! There is also a marketing of nostalgia. Some brands are increasingly relying on these safe havens, such as Peugeot, which has "upcycle" a very 60s logo, or Danone with the unwavering Bonne Maman. Nostalgia in the sense of going back to basics has a future. On the other hand, we should be wary of it when it brings us back to an era of excess absolutely incompatible with the expectations of the new generations. Authenticity in 2021 means first of all putting things on a sustainable basis, planning yes, but with the right foundations.

A plenary session moderated by Charlotte Bricard. With Benjamin Bardou, Visual Artist (other speakers in progress)

5 / 7 oct. 2021 Biarritz

#1to1Biarritz