Discussions

Unlike traditional media conferences, there are no keynotes and PPTX presentations at Stream. Instead, we focus on small working groups of 1h that allow you to share your expertise, and test new, or provocative ideas in an intimate setting.

Similar to a collage campus, Stream is set up with 7-8 ‘classroom’ spaces, all outside, in a variety of tents, and in the garden terraces. Each classroom has seating for 30 guests, a flipchart and pens, and a small clock to keep time.

The agenda for the three-days is decided onsite – when guests add their ideas to the schedule, on two huge white boards, known as the Big Boards. At any time 7-8 sessions can run concurrently, with 1-2 informal sessions on the main-lawn.

Next steps: We encourage guests to share their ideas for sessions in advance, so that we can help group similar ideas together, and ensure we have good coverage of all the big topics. Suggesting a discussion topic doesn’t mean you have all the answers. Instead, good discussions favour a punchy question, debate and willingness to hear many points of view. To add an idea, please select “Log in to submit your idea” below. 

If you'd like to talk an idea through before posting, or would like help finding some co-hosts, let us know



Rowly Bourne

Rezonance

How does marketing defend against the scourge of short-termism coming from the top?

Short-termism is slowly but surely creeping into every business decision we see today — and nowhere are the knock-on effects felt more acutely than the marketing and advertising industries. As CEO tenures at public companies fall to below 5 years, quick increases in profitability are needed to impact on management's Long Term Incentive Plans. The easiest way to achieve this is by cutting long term investments, and asking remaining departments to do more with less — squeezing revenue out of the latent brand equity leftover from the previous CEO’s tenure. The great irony is of course that CMO’s are now unable to create any new brand equity, as they are forced to chase cheaper prices for both ad buying and creation. We praise the great CEOs and CMOs of our time for their long-term vision and bravery, yet have neither ourselves. So how can marketing be braver? How can we — the people responsible for developing brands — rebrand to be seen as the long-term profit drivers we are, not simply a cost to be cut? In this session, let’s look at marketing as it should be to answer this question; and you never know, we might just have an impact on those tenures as well.

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