“iMarketing” at &Now Marketing Summit

May 8, 2018 at Istanbul, Turkey (2 days)

We are in the midst of a revolution. The internet, social media, and mobile technologies have transformed how customers interact with brands and how companies market their products and services. It has transformed products themselves, customer experiences, business models, and organisation structures. It has transformed markets, customer aspirations and how value is created.

Most significantly it is a mental shift. From marketing organisations built around brand managers, campaign schedules, paid-for advertising and distribution channels – to a world where the only limit is imagination and time – tweets are unlimited, Facebook pages are free, social influence is done by customers. Whilst the technologies are fascinating – VR helmets and data analytics – it is the mindset that makes the difference.

The Marketing Summit, the biggest in Europe and based in Istanbul, is now in its 18th edition (over 20 years). It’s fantastic to have been part of the journey, hosting the event for most of those years:

“iMarketing” is the theme of this year’s MCT Marketing Summit in Istanbul. Turkey’s biggest and best marketing event will again be bringing together the cream of local marketers with the world’s leading marketing gurus. Digital is transforming every market, as well as the very essence of marketing. Not getting to grips with it, will leave you confused, and your brand irrelevant. This year’s summit will therefore be more important, interactive and inspiring than ever before …

iMarketing takes your brand further and faster:

  • i is for ideas … Marketing is about big ideas, that connect with people in more relevant and realtime ways. Ideas about their lives, enabling them to achieve more. These ideas come from deep insight, building brands with more meaning, and then solving real problems for mutual benefit. Ideas spread through word of mouth, or tweets and likes, accelerated by social influencers and shared passions.
  • i is for innovation … Marketing is been shaken up in a digital world, no longer centred around products and campaigns, advertising and selling … it is about engaging people in new ways, with new channels, and new incentives, creating business models that generate revenues in new ways. All marketing is digital, it is how it harnesses the power of data and technology to succeed more creatively.
  • i is for identity … Marketing gives people a richer identity, about who they are, what they believe and aspire to be. Brands are a reflection of customers not companies, communities and causes. Markets are increasingly fragmented, tribal and turbulent. Millennials add a new wave expectation and desire.  Customer-centric marketing is all about you – on your terms, what and how, when and where you want it.
  • i is for imagination … Marketing brings new solutions to life through new technologies, co-created or customised with customers, brought to life through virtual and augmented reality, delivered in anticipation of needs by using big data to surprise and inspire people. Marketing can sometimes be accused of selling you what you don’t need, but it is also the platform for exploring possibilities, and a better life.
  • i is for impact … Marketing is the driving force of profitable growth, turning ideas into innovation, solutions into sales, futures into financial success. In a world where customers trust each other more than companies, it is networks that drive success – networks of partners, networks of customers, networks of participants. Time to market is accelerated, old decision processes are disrupted, impact can be instant.
  • i is for technology … Marketing is digital in everything it does. Digital is more than an app, a website, a fan page or a headset. Digital is about harnessing the power of data and networks to transform markets, and the relationship with and between customers. Whilst routine activities are automated and accelerated, technology gives marketers the opportunity to dream, to dare and to of further than ever before.

Agenda for iMarketing … theme of the 2018 Marketing Summit … which I will be hosting:

Tuesday 8 May

0930 – 0945: Peter Fisk, introduces the summit, and explores the theme of iMarketing

0945 – 1015: Tom Goodwin, author of “Digital Darwinism” and EVP Zenith Media USA


Tom Goodwin is the EVP and Head of Innovation at Zenith Media USA.He has been voted a top 10 voice in Marketing by LinkedIn (with over 350,000 followers), one of 30 people to follow on Twitter by Business Insider, and a “must follow” by Fast Company. In response he says “I hate the term follower. Nobody is “following” me, I’m not leading anyone. I’m a background element that sparks and hosts things. I’m not an influencer, a thought leader or a “brand”. I’m just lucky to have a platform to be an enabler of debates about the future. I don’t know more than others, but I know enough to ask good questions and listen to those who know more about things. My style is provocative and I’m irritating.”

1015 – 1030: Big Talk … Tom joins the audience to ask how it technology changing marketing – is it just a useful tool, or a transformation?

  • Tool v Transformation … Is it an add-on, or a total revolution?
  • Marketing v Media … Is there more to marketing than interfaces?
  • Digital v Beyond Digital … what does “post digital” mean?

1030 – 1100: Antonella Mei-Pochtler, Advisor on Media & Consumer, Boston Consulting Group


Dr. Antonella Mei-Pochtler was a Senior Partner and Managing Director of The Boston Consulting Group. Italian, her roles at BCG included global chief marketing officer, global media sector leader, head of the Consumer Practice in Germany and member of the firm’s global Executive Committee.  She cofounded BCG’s education project business@school, for which she received the German president’s Freedom and Responsibility Award in 2002. Consulting magazine named her a Top 25 Consultant in 2008 and gave her a Women Leaders in Consulting Lifetime Achievement Award in 2013.

1130 – 1200: Tanyer Sonmezer, CEO of Management Centre Turkey


1200 – 1230: Didem Dinçer Başer, EVP of Digital Banking, CX and Marketing Communications, Garanti


1230 – 1300: Ergun Guler, General Manager at Vestel Ticaret


1430 – 1500: Max McKeown, behavioural strategist on “Nowist Psychology”


Max specialises in innovation strategy, leadership and culture. He has written six books and conducts research with Warwick Business School. He is an advocate of innovation culture, arguing that failure can be positive for progress if it is viewed as part of learning. He makes a distinction between change and progress, “change is inevitable but progress is not”. His work described how “creativity doesn’t come from hiring the right people, but from creating the right conditions”. He also argues that “reacting matters as much as planning” and that strategy is effective only when it shapes events in the real world.

Free Download: The Truth about Innovation

1500 – 1530: Big Talk … Max joins the audience to explore where creativity fits into a data-driven, digitally-enabled world

  • Now v Future … Do we forget where we are going at our peril?
  • Creative v Analytics … Should we all become data scientists?
  • Marketing v Innovation … Is it the same thing, or different?

1530 – 1600: Mike Dover, author of Wikibrands and Dante’s Infinite Monkeys

i- identity

Mike Dover is a leading authority on social media, popular culture and the economic and social impact of technology. Dover is the author of Dante’s Infinite Monkeys: Technology meets the 7 Deadly Sins and co-author of Wikibrands: Reinventing Your Company in a Customer-Driven Marketplace. Wikibrands won the Silver Medal for Marketing Book of the Year for 2011 by Expert Marketeer and was named one of the top ten Business Books by Booklist Magazine. He is a Professor of Marketing at Humber College in Toronto and the Managing Partner of Socialstruct Advisory Group, a boutique research firm.

1630 – 1700: Mathew Sweezey, Principal of Marketing Insights,  Salesforce.com

i- technology

Mathew is a consummate researcher and thinker, featured in publications such as Mashable, VentureBeat, PCWorld, CMO.com, Information Week, Forbes, and Huffington Post, and numerous others. Mathew is a frequent speaker at conferences around the world and routinely works with the worlds largest and most well respected brands including: NATO, MIT, UPS, HomeDepot, NASCAR, Verizon, and Dell. He authors a columns for multiple publications, such as Moz, Mashable, DemandGen Report and his work is often quoted in books including “The Digital Marketer”, “The ReTargeting Playbook”, and wrote the forward to “The Complete Guide to B2B Marketing”. Mathew also is the author of Marketing Automation for Dummies, with his next book “Context”.

1700 – 1730: Big Talk … Mathew joins the audience to chat about the biggest challenges for marketing:

  • Digital v Human … Which matters most, and do chatbots help?
  • Privacy and Trust … How to win in a world of “fake news”?
  • Citizen Marketers … Can I take all this stuff, and just do it?

1730 – 1800: Steven van Belleghem, author of “Customers the Day After Tomorrow”


Steven is an expert in customer focus in a digital world. He is a popular speaker at home and abroad. In his keynote presentations, Steven takes his audience on a journey to the world of modern customer relationships in a clever, enthusiastic and inspiring way. Steven is the author of three bestselling books. He became known for his first book, The Conversation Manager, which won the award for most innovative marketing book of 2010. Steven also wrote The Conversation Company and his most recent book, When Digital Becomes Human. When Digital Becomes Human received the award of ‘Best Marketing Book of 2015’. Over 75,000 copies of his books were sold. Steven is also an entrepreneur. He is a partner in consultancy firm Nexxworks, a co-founder of Zembro (a wearable start-up) and the co-founder of content creation company Snackbytes. He spent the first 12 years of his career as a consultant and managing partner of the innovative market research company InSites Consulting. During that time, the company grew from 8 to 130 staff with offices in 5 countries. Steven is also a part-time marketing professor at Vlerick Business School.

Free download: Customers the day after tomorrow

Wednesday 9 May

0930 – 0940: Peter Fisk, reflects on day 1 and looks ahead to another day of iMarketing

0940 – 0950: Ferdi Alıcı, Founder and Director of OUCHHH


0950 – 1020: Ryan Holiday, author of “Growth Hacking”,  former CMO American Apparel


Ryan Holiday is a strategist and writer. He dropped out of college at nineteen to apprentice under Robert Greene, author of The 48 Laws of Power, and became director of marketing for American Apparel. His company, Brass Check, has advised clients like Google, as well as many prominent bestselling authors. His best-selling book is “Growth Hacker Marketing”. His 2013 book is Trust Me, I’m Lying has been the opportunity to discuss how messages spread, the ethics of marketing and journalism, and this new era of fake news. He has written four previous books, most recently The Obstacle Is the Way, which has been translated into seventeen languages and has a cult following among NFL coaches, world-class athletes, TV personalities, political leaders, and others around the world. He lives on a small ranch outside Austin, Texas.

1020 – 1050: Big Talk … Ryan joins the audience to discuss how to hack your marketing:

  • Planning v Experimenting … Is the business strategy dead?
  • Coders v Creatives … Has there growth hacking beyond tech?
  • Entrepreneur v Corporate … Can corporates be like entrepreneurs?

1050 – 1120: Anna Bunce, founder of Europe’s leading online rental website, GirlMeetsDress.com


Girl Meets Dress started out whilst Anna was working for Hermes as Head of UK PR when she noticed there was a gap in the market for luxury clothing and accessory rental for women, she quickly jumped on the idea. Anna’s background is in Fashion, Journalism and PR with her degree in Fashion Promotion from London College of Fashion and her skill sets meant she could start up, generate worldwide press attention and launch Girl Meets Dress. Since launching, the business has scaled to Europe, and the company raised funding from Rocket Internet’s Oliver Samwer’s new $200mn fund Global Founders Capital. Anna has been busy pioneering the way forward for rental as a new and exciting ecommerce category of its own. Anna was chosen as Management Today’s Top 6, 35 under 35 cover stars and has won many awards, including the Drapers Innovation Etail award, the Natwest Fashion Entrepreneur of the Year, and the Specsavers Everywoman in Retail Award as well as being in the ‘Online Fashion 100’, ‘Top 100 Web Start Ups’ and ‘Shell LiveWIRE Young Entrepreneur of the Year’.

1200 – 1230: Ezgi Kargan, CMO Kariyer.net

1400 – 1430: İlke Çarkçı Toptaş, Head of Agencies & Brands / Facebook Turkey


1430 – 1500: Tunç Berkman, CMO of Vestel Ticaret

1530 – 1600: Big Talk … Omer and Purna join the audience to reflect on what we have learnt in two days:

  • New v Old … What are the genuine new ideas to emerge?
  • Techies v Marketers … How can they work better together?
  • Marketing v iMarketing … What’s the difference?

1600 – 1630: Omer Wilson, APAC Marketing Director of Digital Realty


Head of Marketing for the Asia Pacific region at Digital Realty (NYSE:DLR), a leading global provider of Data Centre, Colocation and Interconnection Solutions. Omer has held a number of Marketing Management and Product Development roles within the IT, Consulting, Real Estate & Media industries. Trained originally as a Marketing Specialist by IBM Corporation with subsequent industry experience gained in global brand development, product/company launches and marketing strategy, execution. Omer grew up in Asia to English and Turkish parents. He has worked across many sectors, and in particular brings insights from the fast-evolving digital marketing world of Asia, and the convergence of B2B and B2C models.

1630 – 1700: Purna Virji, Senior Bing Ads PPC Training Manager at Microsoft


Named by PPC Hero in 2016 as the #1 most influential PPC Expert in the world, Purna specializes in SEM, SEO and the future of search. With over fifteen years in the business, she is a regular keynote speaker at conferences across the globe such as MozCon and INBOUND and is a columnist for Search Engine Land and Moz. An award-winning former journalist, Purna was the CEO of Purview Marketing prior to joining the Bing Ads team. In her spare time, she’s an avid traveler, aspiring top chef and amateur knitter.

1700 – 1800: Gamechangers Turkey Awards 2018

Find out all about the categories and contenders, how to vote and then who are the winners at www.GamechangersTurkey.com

Explore more about the state of digital marketing … some of the latest articles and books:

More about the &Now Business and Technology Festival

Technology is at the heart of “the fourth industrial revolution” and is forcing the business World, its leaders and organisations, to change rapidly.

Half of the children starting the school today will work in unfamiliar profesions. Nearly half of today’s jobs will be replaced by automation, robots and artificial intelligence within fifteen years.

The leadership, management and learning processes of businesses are already changing and will change more. The way in which customers connect with brands,  products and services, will be reninvented with methods that we do not even imagine now.

&Now is a new business experience, that builds on MCT’s twenty-five years of experience so that all business professionals can quickly adapt to this inevitable transformation, be able to take their place in the world, and take a closer look to the future.


This is an exciting, new generation business and technology week that will cchange all perspectives , helping business people – leaders and maanagers, including specifalists in marketing and HR, to see their futures differenytly and better.

It is about visionary minds building the passion to see and guide the future.

&Now is a technology centered experience that brings together the leader names of the new world in which the concepts of leadership, marketing, and human resources are intertwined and works for developing the ideas and capabilities of future leaders. 

It is a great opportunity to be able to absorb the impact of technology on business, and how it can be transformed with technology!

&Now includes well-established events such as Marketing Summit, Human Resources Summit, Gamechangers Awards, Future of Work, Digital Leadership Summit, Be Digital Experience Zone, Rock & Tech Music Festival  – building on past experiences with today’s language.

It is looking for the ways to grow business “10 times, not 10 percent”, and will engage business leaders in forums to explore these opportunities

&Now brings together the people who change the technology and the people changed by the technology in the same place. With its technological spirit it has and with the management expertises, it will help eveery participant to drive innovation and growth, in more creative, more agile and more profitable ways.

It enables leaders to engage their teams in creating the future together

In particular areas where companies have presented the opportunities to experience different products or services, it will explore experiences that have not been experienced before, opening up all of our minds to the challenges and opportunities in every market, in every business.

Real innovation: It makes innovation applicable, right now.

&Now is all about harnessing the potential of technology for business success. It explores new business models and new business solutions that will enhance the existing business, and help to take in new and exciting directions

&NOW, right now, takes you closer to the future.

If you would like to contribute questions to the summit, contact me

  • Email: peterfisk@peterfisk.com
  • Twitter: @geniusworks
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