Webinar: Experience Driven Marketing

Human-centered marketing to deliver brand growth,

needs a human-centered insight approach

In almost every sector, marketers are focussed on their customers’ experiences and becoming attuned to the power of experiences – digital and the much wider offline experiences. Whether this is about creating a seamless pre- and post-purchase customer experience, the power of experiential activations or simply linking with people’s passions, marketers know a great experience with their brand creates real value for people, builds advocacy, builds saliency which leads to acquisition, retention and ultimately brand growth.

A new marketing philosophy and framework that puts the customer centre stage has emerged – it’s a human centred approach, and it requires new data and learning tools. As researchers we must understand what’s required from holistic ‘Customer Experience’ learning and ways to measure, track and report it. Based on learnings from capturing customer experiences over the last 15 years we will share a set of principles researchers can use for working with today’s Experience Driven Marketers.

Introduced by Jonathan Nell (MD of MESH Experience Aust) you will hear Fiona Blades (Founder MESH Experience) and Emma Macdonald (Professor of Marketing at the UK’s Warwick Business School) outline a 6-point Experience Driven Marketing manifesto for brand growth.


Fiona Blades, President & Chief Experience Officer, MESH Experience

Fiona started her career with 8 years in petfood marketing then moved into advertising, joining Leo Burnett as a strategic planner. Before setting up MESH Experience in 2006, Fiona was Planning Director at an Omnicom agency, leading a team of data and account planners with statisticians.

Fiona founded MESH to fill a gap in the market. While working on Mercedes-Benz she realized it was important to understand every interaction people have with brands and believed these could be captured using a mobile phone. For CMOs to succeed today she feels it is important to take an Experience Driven Marketing approach.

Fiona is a Fellow of the Market Research Society, sits on the editorial advisory board for ESOMAR’s Research World magazine, is a member of the Marketing Society and mentor for The Marketing Academy, New York.

She is also passionate about diversity, has sat on the board of WIRe (Women in Research), run the WIRe New York event for 7 years, and is on the advisory board for DWEN (Dell Women Entrepreneurs Network). Fiona was honored that MESH won the Delta Air Lines women-owned business of the year in 2017.

Fiona worked with Professor Hugh Wilson and Professor Emma Macdonald at Cranfield School of Management on a knowledge transfer partnership on developing an experience maximiser tool that was awarded an “outstanding” and named top 3 in 2015. She is currently Secretary/Treasurer for the Market Research Council in New York.

Emma Macdonald, Professor of Marketing, Warwick Business School

Emma Macdonald is Professor of Marketing at the University of Warwick, Adjunct Professor at the University of South Australia’s Ehrenberg-Bass Institute for Marketing Science and Visiting Professor at Cranfield School of Management.

Emma researches, writes and teaches in the areas of customer value, customer experience, customer insight, and sustainable consumption. She has published in Harvard Business Review, Admap, Journal of Marketing, Journal of Retailing, Journal of Product Innovation Management, Journal of Service Research, and Industrial Marketing Management, amongst others. Emma was Academic Supervisor of a two-year Knowledge Transfer Partnership (a research project part-funded by the UK Government’s Innovate UK) with MESH Experience that was awarded “outstanding”, named top 3, and published as an Economic and Social Research Council (UK) impact case in 2015.

Emma is Course Director of Warwick Business School’s Masters in Marketing & Strategy, which is ranked sixth in the world (QS World University rankings, 2021) and is also Marketing module leader on the highly ranked Warwick FTMBA and Executive-MBA. Prior to joining Warwick in 2019 she spent a decade at Cranfield School of Management where she was Professor of Marketing and Head of the Marketing & Sustainability faculty. While at Cranfield she developed and ran a popular two-day executive programme on Customer Experience Strategy.

Jonathan Nell, Managing Director, APAC, MESH Experience

Jonathan Nell is a senior business leader in category and customer marketing. His career started in brand marketing for Nestle but from the outset he was attracted to commercial marketing and working with retail partners. So developed a 20yr journey in customer and shopper marketing across many well-known manufacturers and retailers here and the US. He is driven by a customer-centric approach and commercial pragmatism and this unique combination have been valuable to over 100 businesses needing to build marketing and sales strategies with commercial impact.

In 2013 he returned to Australia after 8years in the US and launched a shopper marketing consultancy working with research, marketing and sales senior executives in top tier companies to deliver organizational capability in category and shopper marketing, including growth frameworks, research and insight development, customer-led strategies and activation plans. In 2016, he partnered with MESH Experience to establish and build a full-service research, insights and consulting business and, after establishing major foundational clients, he is Managing Director, APAC.

Over the years his successes have led to recognition in national industry publications and conferences in both Australia and the USA (including a presentation in the recent TRS conference). Today he floats between being a marketer in a research world, and researcher in a marketing world - but always with the goal to raise the voice of customer within companies.

Event information

Date: 22nd Jun 21

Start Time:
NSW | ACT | VIC | TAS: 10:00 am - 11:00 am
QLD: 10:00 am - 11:00 am
SA: 9:30 am - 10:30 am
NT: 9:30 am - 10:30 am
WA: 8:00 am - 9:00 am

Arrival Time:
10 mins before start time - please make sure you have downloaded the program and be ready to start.

your device online

QPR Points: 10

Member Price: AU $ 25.00

Non-member Price: AU $ 50

Your Price: AU $ 50.00


Registrations Open: 8th Mar 21 12:00 AM

Registrations Close: 22nd Jun 21 10:00 AM