It was an amazing day
By Robert Jones
Almost 70 brand leaders came together at Wolff Olins in London on 25 October 2012, to explore game-changing new ways to spark growth.
We heard the inside story of EE from its chief of brand and communication, Steven Day – just before EE launched Britain’s first 4G mobile phone network. By starting a totally new brand, EE aims to create growth not just for itself, but also for the whole British economy.
Our morning sessions then looked at how to grow everywhere – how to reach new customers in new places. Experts from GlaxoSmithKline, Dyson and Little Sun showed how they’re changing the model in their industries, aiming to act like a start-up, and – some African wisdom here – not merely chasing the money.
Michelin-starred chef Angela Hartnett cooked us some wonderful halibut for lunch. And after that, we explored how to grow everyday – how to find a bigger role in people’s lives. Skype, Virgin Media, National Trust and Faber shared ideas about being social (literally and virtually), about staying restless, and about being canny about free.
The day ended with a forum on how to grow better, with campaigner and actress Lily Cole, social innovators the Young Foundation, Oxfam and the Fawcett Society – exploring how good growth may need a fundamental remix – new kinds of exchange, new gender mixes, new collaborations of big and small, and new boundaries to protect society and the planet.
And during the day, we worked in teams to create a new business from scratch. The winner, Enjoi, is the Weightwatchers of language learning, and we’re now talking to a language curriculum expert to make it all real. Curious now? Watch this space.
Thank you to everyone who took part – and we look forward to working with you again at our 2013 summits, in London and New York.
Robert Jones is visiting professor at the University of East Anglia, and a senior strategist at Wolff Olins.