World Marketing & Sales Forum Recap

The world is changing fast! Are you?

This was the Traffic theme for the World Marketing & Sales Forum in Melbourne on Nov 12 & 13. Traffic was the major sponsor for this two day event that attracted over 600 of Australia’s top management and marketing executives. As Traffic Chairman I was on stage with Martha Rogers (World leader in customer based strategies) and Martin Lindstrom (Ranked by TIME Magazine as one of the 100 most influential people in the world). Other speakers included Jeff Thull, Philip Kotler and Mark Ritson.

To demonstrate that Traffic was not standing still we launched our groundbreaking new strategy development methodology called Brand Metabolism which is based on the theory that brands live and breathe like human beings. This new process will further strengthen Traffic’s reputation as thought leaders in company and brand creation and transformation.

The key learnings from the MM&SF were many and varied and the attendees were left in no doubt that complacency was quickly followed by irrelevancy if companies and brandS did not reinvent and innovate continuously. Speakers talked about the growing importance of culture as a brand differentiator and social responsibility combined with trust were seen as imperatives.

Traffic impressed many of the delegates present with the 30sec Brand Metabolism video screened during the session breaks. The feedback from delegates was extremely positive confirming that many clients wanted to explore new frontiers for the future now, to ensure relevance tomorrow.