Nicola Tillin (UK)

Brand as a multiplier – why CMOs need a fresh approach to performance

Summary

Released earlier this year, the WARC report "The Multiplier Effect" showed how advertising has two jobs – drive immediate performance by converting current demand and build ‘future’ demand. Crucially, those jobs are interlinked – strong brands drive stronger performance.

 That finding has huge implications for the way CMOs plan their advertising investment and manage creative assets. In this session, the WARC team break down the most important data from the report and explain what it means for marketing leaders.

Biography

Nicola joined WARC in 2012, running their commercial operations, then moved into the role of Chief Revenue Office at Cannes LIONS and now is Global MD of WARC and SVP of the newly-formed LIONS Intelligence business.

LIONS Intelligence brings together the truly unique combination of the insights, research and intelligence, data and analysis of four powerhouse brands - WARC, The Work from Cannes Lions, Contagious IQ and Effie.

Prior to joining LIONS, Nicola has worked in subscriptions and advisory businesses for nearly 30 years and has run a range of marketing, product development, content and sales teams.