Adobe Summit EMEA, Day 2 – Reinvention is a Personal Journey



After the events of the night before, it is not surprising that there were a few sore heads amongst the NETbuilder team, luckily Red Bull were on hand to help keep the sore heads at bay.

IMG_0427Day two kicked off with an opening session centred on the theme “Reinvention is a Personal Journey”. The session was opened by John Mellor, VP of Strategy at Adobe, he spoke about how experiences are everywhere in the consumer’s lives, in order to achieve and maintain customer loyalty you have to give them the best experiences, and by doing so it can be the key to your brands digital transformation. John then announced that 65% of marketers say the rate of change in the marketing industry is accelerating and the rate at which it is doing so is only going to get quicker meaning that in order for our companies to stay current we each need to become change agents.

IMG_0434We were then introduced to a remarkable young man, Kevin Jorgeson. Kevin found fame when he and his climbing partner, Tommy Caldwell used social media to tell their dramatic story when they being the first people to ever climb the 3,000 foot Dawn wall at El Captain, and they did it with just their hands, feet and sheer determination. Hearing how, at one point, Kevin was stuck for 8 days trying to get passed what seemed an impossible obstacle, filled the room with determination to overcome their own ‘Dawn Wall’. Kevin not only spoke about his success, but also on the value of teamwork, and how when you collaborate, you are better able to push an idea forward.

IMG_0445Within the tech industry there is always a prevalent issue, in a world that is attempting to  become equal in terms of gender, why in the UK do tech companies have on average around 15% of workforce being female? Clare Sutcliffe, Co-Founder and CEO of Code Club is helping to bridge that gap by teaching kids the digital skills early in life to make a stronger and more competent techforce. Code Club is a volunteer led after-school club that teaches children aged 9-11, how to program by showing them how to make computer games, animations and websites. Starting in the UK Code Club now has 2,897 clubs worldwide, with 43,455 children signed up, not only is Code Club a great initiative, but they also have over 40% of the children in attendance being female! Adobe supported Code Club throughout the Summit by donating £2 per tweet that mentions the hashtag #Tweet4Code.

IMG_0461Perhaps the biggest buzz of the summit came in the form of keynote speaker Benedict Cumberbatch. Interviewed by Adobe CMO Ann Lewens, Benedict Cumberbatch was able to easily get the crowd to fall in love with him, he even started to trend on Twitter. The interview allowed him to provide a fascinating insight into his personal transformation. He even proved that brands and actors have a lot in common: Films are an actor’s product/ service, how you behave is your brand and your fans are your loyal client base, in order to keep them loyal you have to do something interesting and surprise your audience, everything that you do both as an actor and as a company can have an effect on the loyalty of your customers, providing them with the best experience possible is at the upmost importance, whether it is an award winning performance as Julian Assange in the Fifth Estate or a mobile app that allows you to design the Audi you want, it all matters.

Check out some more photos from Day 2

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