The Business of Belonging: An Argyle CMO Think Tank
Why You Should Attend!
In this exclusive CMO Think Tank, Argyle Executive Forum, in partnership with IBM iX, delivers the results of a new IBM iX global study exploring the connection between belonging and the brand experiences people desire—and the significant implications for marketers. Its new research with Ipsos validates that not only is belonging a universal human need, it’s also a business opportunity: top Belonging Brands grew revenue at 3x the rate of lower performing brands over six years.
Join fellow senior-level marketing leaders to discuss how Brand Belonging can help companies design more relevant and impactful brand experiences. Topics will include:
- The significant business impact of building Brand Belonging: Top performing brands gained market share at a rate of 10% more than lower performing brands; and were 9% times more likely to recommend;
- The Six Belonging Experience Drivers at the heart of exceptional brand experiences;
- The Most Belonging Brands in America, and how they’re combining these key drivers for Experience Plays all brands can harness to fuel growth; and
- How Brand Belonging provides an essential lens as CMOs are tasked with every aspect of strategy, design and operations to enhance their customers’ brand experiences.
This event will feature insights from top executives, including:
Google View Bio »
A three-time Grand Prix winner at the Cannes Festival of Creativity, Lars has become one of the most highly awarded and internationally renowned creative leaders in the digital advertising industry during his 20+ year career.
Today, Lars is the Chief Creative Officer of The Exploratory, a business and marketing innovation group at Google. Previously, he has held creative management positions at agencies like AKQA and Ogilvy.
Lars is a frequent judge at award shows and a sought after speaker at industry events. He has contributed to four books about the digital advertising industry published by Taschen. He is a member of The International Academy of Digital Arts & Sciences as well as The Producers Guild of America.
Lars is a film buff, who has co-written two screenplays and has reviewed films for over 30 years. He enjoys karaoke as well as science fiction, technology and fine cuisine.
Amazon View Bio »
Speaker bio coming soon...
airbnb View Bio »
Speaker bio coming soon...
IBM iX North America View Bio »
Blending keen consumer insight, a passion for thought leadership and a relentless pursuit of creativity and innovation on her clients’ behalf, Kelly Mooney is IBM iX North America’s first Chief Experience Officer (CXO).
Kelly stepped into the CXO role in the fall of 2017 after serving as CEO of Resource/Ammirati—one of the country’s largest independent digital marketing agencies and the first acquired by IBM iX—and overseeing the agency’s integration with IBM iX Studios in North America.
Kelly now provides leadership to the iX North America strategy, creative and design disciplines, elevating and enabling the creation of exceptional brand experiences. Spanning the true end-to-end nature of IBM’s capabilities at the intersection of strategy, creativity and technology, Kelly drives experience innovation within IBM iX.
She also helms thought leadership on behalf of iX, championing the IBM iX Brand Belonging Study and Index, exploring the evolving experience of belonging and what it means for brands and businesses—a topic she frequently explores in her podcast, The Belonging Brief.
After starting her career as an environmental designer with Fitch, Kelly joined Resource/Ammirati in 1995 and quickly became its first Chief Experience Officer, then President for a decade before being named CEO in 2011. Under her direction, the firm expanded its client base into retail and consumer packaged goods, attracting clients such as CVS, P&G, Kohl’s, Nestlé/Purina and Victoria’s Secret. During this time, she also drove the firm’s legacy of innovation—developing and launching new capabilities that spanned ecommerce, social media, content creation and analytics—and she even began the firm’s Innovation Lab, one of the industry’s first.
A past Ad Age “Woman to Watch,” Kelly is also a frequent speaker at industry events and hosts the IBM CMO Exchange on behalf of iX. She also authored The Open Brand and The Ten Demandments and has been featured in other notable marketing books, including Gen Buy, Loyalty Marketing and Customers Rule. She served on the Board of Trustees for Columbus College of Art and Design and as Innovation Advisor at The Ohio State University Fisher College of Business. She is a member of YPO and on the advisory board for RILA’s (R)Tech Center for Innovation.
In addition to serving as CXO, she continues to co-lead iX Studios in North America.
ABC Entertainment View Bio »
Pash is a designer, author, and educator with over 25 years of experience in the field of design. He is currently Vice President of Brand & Design at ABC. Before joining the network in 2010, his work spanned a wide variety of clients and industries. He designed the official logo for Miles Davis, brand extensions for Playboy, products for John Varvatos, retail product strategy for Motown Records, and advertising for Perrier.
From 2002 to 2004 Pash served as President of the Los Angeles chapter of the American Institute of Graphic Arts. Pash has taught in UCLA Extension's Design Communication Arts program since 2001 and frequently lectures to students and creative professionals around the country.
Pash’s book, Inspirability, was published in 2005 and features personal interviews with 40 of the world’s most prominent and interesting graphic designers.
Pash lives in Los Angeles with his wife, Jessica and his daughters, Mirabelle and Juliette.
8:00am - 8:30am Networking Breakfast
8:30am - 8:35am Argyle Executive Forum Opening Remarks
8:35am - 8:40am Participant Introductions
8:40am - 9:00am Thought Leadership Spotlight: Bridging the Belonging Deficit: An Untapped Opportunity for Brands
read more »Kelly Mooney
Chief Experience OfficerIBM iX North America
9:00am - 9:40am Panel Discussion: "Building Better Customer Experiences Through Brand Belonging"
read more »
Session topics include, but are not limited to:
- Analyzing the changing consumer expectations around Belonging and the impact on business
- The shift towards purpose-driven brands and brand activities
- Driving a new era of consumer expectations around trust, brand loyalty and personalization
- Technology’s role in strengthening or eroding brand experiences
- Overcoming organizational challenges and the hurdles preventing companies from delivering a seamless, integrated customer experience
- Examples of belonging experience drivers in action
Chief Experience Officer
IBM iX North America
Chief Creative Officer, The Exploratory
Head of Marketing, New Business Venture
Global Head of Product Marketing
VP Brand & Design
9:40am - 9:50am Coffee Break
9:50am - 10:50am Interactive Roundtable Discussions
10:50am - 11:00am Key Takeaways & Summation
"Argyle offers a terrific opportunity to learn about marketing challenges and strategies across industries."
The CMO of Perry Ellis on how the CMO forums create a space to share perspectives and solutions with peers in an informal setting.
"As a member of the CMO community, I have been impressed by the caliber of the organization and the network. "
A VP of Marketing at Compass Group USA on attending Argyle CMO events and making connections.
"Their forums bring together engaging speakers and fascinating content. "
The CMO of Constellation Brands on the Argyle CMO series.
Traveling for the event? Stay at one of our
Please note the below is the preferred hotel of Argyle Executive Forum. Please specify that you are part of the Argyle group when booking sleeping rooms in order to receive a discounted rate of $199.00 per night, taxes not included.
For details on where the event will take place, please contact your Argyle relationship manager.