Tim Ambler’s marketing masterclass a special extra
The 2006 AMI National Conference, to be held in Melbourne from 11-13 October, will include an exciting additional event – a workshop for senior marketing practitioners run by one of the world’s leading marketing thinkers, Britain’s Tim Ambler.
With the challenging title of ‘You don’t get rich by making money’, this workshop will address issues that are central to finding and harvesting cash flow – marketing itself.
As Ambler says: “Money is the result of success, not the cause of it. Marketers today are starting to give far too much time to financing, relative to doing marketing. A preoccupation with cash, e.g. budgets, damages a business as much as neglecting marketing.”
He distinguishes start-up or small businesses that don’t see themselves as doing formal marketing from large companies that spend so much time on the formalities they don’t do any real marketing either.
The workshop will consider some of the key issues in terms of dynamic marketing capabilities, flowing from the work of Neil Morgan of the Kelley School of Business at Indiana University, United States.
It will also draw on Tim Ambler’s own work in helping to understand and use a company’s marketing capabilities. While he acknowledges the importance of metrics for evaluating and improving marketing in the future, there is a need to put appropriate emphasis on performance. As he succinctly puts it: “Adding up runs is not as important as making them in the first place.”
The workshop will be held in Melbourne on Friday 13 October at the Sofitel Hotel. Registration for the workshop can be done as part of registration for the national conference or you can register for the workshop only.
Featured speakers at the conference
Tim Ambler, who is a senior fellow at the London Business School, will also speak twice as a keynote speaker at the AMI National Conference. His day one address will be: ‘Marketing Finance: Can Marketing Performance be Measured Financially?’
His day two address will dip into controversy: ‘Obesity and Advertising: Does Advertising Influence Childhood Obesity?’
Other high-profile speakers — all successful marketers and business people — include:
- Trevor Amery, the chairman of Subaru Australia and winner of the AMI’s 2005 Sir Charles McGrath Award for lifetime achievement in marketing.
- John O’Neill AO, chief executive of the Football Federation Australia, on ‘Football in Australia: What Lies Ahead?’
- Harold Mitchell AO, chairman of Mitchell & Partners, on ‘The Future of Media Buying in Australia’.
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