KEYNOTES

Bruce Biegel

Senior Managing Partner and Founder of Winterberry Group


Title: “Outlook for the Use of Identity in Marketing and Advertising”

As Winterberry Group’s Senior Managing Partner and Founder, Bruce Biegel leads the specialist management consultancy’s consulting practice and establishes its strategic and operational agenda. During his tenure at Winterberry Group, Biegel has led several hundred growth strategy, commercial diligence and enterprise data and technology engagements. Global clients served by Biegel and his team include a wide range of enterprise marketers in media, financial services, retail and technology, advertising and marketing agencies (4 of the top 6 holding companies), data and digital marketing service and technology providers, along with many of the private equity firms who invest in the sector.

A DMCNY (Direct Marketing Club of New York) Silver Apple and Mal Dunn Leadership award winner, he is a frequent speaker at major marketing industry conferences and symposia. This includes Adweek, the DMCNY, DMA, RampUp, I-COM Global Data Symposium, Mirren Agency Conference, the Institute of Direct Marketing (IDM UK) and the 4As—as well as private corporate and client events.

In addition to his role at Winterberry Group, Biegel has served as a senior advisor to investment bank Petsky Prunier LLC and as a member of the DMA board. Today, he serves as an advisor to and member of the board of directors for a number of private companies in the data, data services, technology and agency sectors of the global marketing industry. Biegel also serves as a program chair and trustee for the non-profit education organization Marketing EDGE, as well as a data startup jury member for the I-COM Global Symposium and a CODIE Awards Judge.

Anja Lambrecht

Professor of Marketing
London Business School


Title: “Algorithmic Bias”

Professor Anja Lambrecht’s research focuses on digital marketing and the digital economy, with a particular emphasis on online targeting and advertising as well as promotion and pricing. She has examined how firms can use retargeting to reach out to consumers and how firms can advertise on Twitter to early trend propagators. Her work on digital pricing has examined, among others, freemium pricing for online content sites and mobile apps. Her current work further focuses on how spillovers between different economic actors in digital markets can lead to apparent algorithmic bias.
​Professor Lambrecht’s work has been published in leading marketing journals, including the Journal of Marketing Research, Marketing Science and Management Science. In 2014, she received the Paul E. Green Award, in 2016 and 2017 she was a finalist for the INFORMS Society of Marketing Science Long Term Impact Award and in 2018 she received the William F. O’Dell Award. She is an Associate Editor at Marketing Science and the Journal of Marketing and a member of the Editorial Board of the Journal of Marketing Research. Before joining London Business School, she was a Visiting Assistant Professor at the UCLA Anderson School of Management and a Visiting Scholar at Stanford Graduate School of Business. Prior to her academic life, Anja Lambrecht worked as consultant at McKinsey & Company in Frankfurt. Anja has a Ph.D. from Goethe University, Frankfurt. She also holds a Diplom-Kauffrau from Goethe University, Frankfurt and a Maîtrise des Sciences de Gestion from Université Paris-Dauphine, Paris.

David Stillwell

Academic Director of The Psychometrics Centre
Reader in Big Data and Quantitative Social Science
University of Cambridge


Title: “Psychologically Microtargeted Marketing: How Could It Work and Does It?”

David studies the links between big data and psychology; his research with 6 million social media users found that the computer can predict a user’s personality as accurately as their spouse can. Follow up research found that personalizing an advert to the recipient’s psychology is more effective than generic ads.

This line of research suddenly became very topical in 2018 with the Facebook Cambridge Analytica scandal. Subsequently in 2018 and 2019, David presented at the European Parliament and to the European Data Protection Supervisor on the topic of data use in marketing, and his research has been cited in numerous data protection policy reports by governments worldwide.

David has also published research using various big data sources to show that spending money on products and services that match one’s personality leads to greater life satisfaction, that people tend to date others who have a similar personality, and that people who swear seem to be more honest. David is currently pursuing research with companies’ internal data for People Analytics.

Twitter: @david_stillwell

Klaus Wertenbroch

Novartis Chaired Professor in Management and the Environment
Professor of Marketing
INSEAD


Title: “Marketing Utopia or Marketing Dystopia?”

Klaus Wertenbroch is the Novartis Chaired Professor in Management and the Environment and a Professor of Marketing at INSEAD. He studies behavioral economics and its strategic marketing and public policy implications (e.g., effects of consumer self-control problems, income inequality, and marketing automation on consumer choice) and has contributed to financial education initiatives by the public and the private sector (e.g., Citigroup, OECD, U.S. Treasury Department). Klaus held appointments as Visiting Professor of Marketing at UC Berkeley and at the University of Pennsylvania’s Wharton School. Before INSEAD, he was a faculty member at Duke University and at Yale University. He earned a PhD and an MBA from the University of Chicago, where he studied at the Center for Decision Research (https://research.chicagobooth.edu/cdr/), and an M.Sc. (Diploma) in Psychology from the Darmstadt University of Technology. Klaus won the 1995 American Marketing Association Dissertation Award and the 2005 O’Dell Award, the most prestigious annual award in marketing, for the Journal of Marketing Research article that has made the most significant long-term contribution to marketing over the previous five years. One of his articles was a finalist for the Journal of Consumer Research Best Article Award and another a runner-up for the Journal of Consumer Research Ferber Award. Klaus has served as the launching editor of the European Marketing Academy’s (EMAC) Journal of Marketing Behavior and as an Associate Editor of the Journal of Consumer Psychology.

Jonathan Chippindale

Chief Executive
Holition


Title: “Digital Anthropology and the Consumer of Tomorrow”

Jonathan Chippindale is Co-Founder and Chief Executive of Holition.

Formed as a venture start-up a decade ago to explore and expand the role that technological innovation can play in communicating narrative to today’s consumer, Holition is a synthesis of mathematicians, scientists and technologists, artists and psychologists, retail specialists and cutting edge leaders in innovative thinking. They craft premium digital experiences for a growing network of pioneering brands across the luxury, fashion and beauty industries, including Richemont, LVMH, Kering, The L’Oreal Group, Estee Lauder Group and Coty.

Jonathan’s team are experts in the areas of digital retail and are widely invited to be thought leaders at global tech, retail and innovation; sharing their knowledge and experience to encourage thinking beyond the expected.

Jonathan is an External Industry Advisor and Visiting Lecturer at Central St Martins and the British School of Fashion, a member of the London College of Fashion Digital Think Tank, a mentor to BBC Worldwide Labs and Tech Stars, as well as advisor to the University of Cambridge Digital Compass Group. He is a Director and Chair of the Advisory Panel to the London Fashion Fund, a vehicle delivering early stage funding to entrepreneurs working across a variety of fashion sectors. Jonathan is a member of the Digital Advisory Panel to the British Fashion Council and Innovation Advisor to the Tate.

Jonathan holds an Honorary Doctorate from University of Arts London.