IntelligenceBank Live 2023: Recap

IntelligenceBank Live is an annual conference that celebrates marketing and compliance best practices, and explores the future of marketing operations. We were thrilled to host so many amazing partners, clients and friends of IntelligenceBank.

The Future of AI and Marketing

IntelligenceBank’s CEO Tessa Court and VP of Product Chris Holmes discussed why AI is exploding, and how it will impact the future of marketing. The discussion led to how AI could automate marketing systems and tasks such as generative content production, automated brand compliance reviews, and asset automation. The explosion of AI is creating its own challenges, including the need for marketing teams to be across direction, accuracy and regulatory compliance.

“You do not rise to the level of your goals. You fall to the level of your systems.”
James Clear, Atomic Habits

The Future of AI and Marketing

IntelligenceBank’s CEO Tessa Court and VP of Product Chris Holmes discussed why AI is exploding, and how it will impact the future of marketing. The discussion led to how AI could automate marketing systems and tasks such as generative content production, automated brand compliance reviews, and asset automation. The explosion of AI is creating its own challenges, including the need for marketing teams to be across direction, accuracy and regulatory compliance.

“You do not rise to the level of your goals. You fall to the level of your systems.”

Creative Automation and Compliance

This was a panel discussion with two marketing and compliance gurus that work in heavily regulated industries – BankVic and Tabcorp. Michael Bleeker, BankVic’s Risk and Compliance Lead discussed the benefits of Disclaimer Engines preparing legal copy before the creative and design process starts. Chris Yates, Tabcorp’s Senior Manager of Marketing Operations shared how during Spring Racing Carnival his team automated 30% of creative production, producing over 9,500 brand and legal approved assets in 10 weeks with 0 errors.

“What used to take 7 to 10 days now takes 20 minutes.”

Bringing Your Brand to Life

Lani Evans and Darcy Cox discussed how the Australian Grand Prix 2023 used IntelligenceBank to help partners access brand guidelines and pre-approved assets (images, logos, and other assets), and request approvals on all their assets including campaigns related to their partnership or signage at the event. Results included the average number of revisions decreasing from 5 to 2, and total revisions required reduced by half.

Bringing Your Brand to Life

Lani Evans and Darcy Cox discussed how the Australian Grand Prix 2023 used IntelligenceBank to help partners access brand guidelines and pre-approved assets (images, logos, and other assets), and request approvals on all their assets including campaigns related to their partnership or signage at the event. Results included the average number of revisions decreasing from 5 to 2, and total revisions required reduced by half.

Creating an Experience Centre of Excellence

Our panel included Fiona LeBroq (Medibank), Carolyn Bendall (Swinburne University) and Murray Howe (The Markitects), discussing the best practices for creating an ‘Experience Centre of Excellence”. The panel discussed how Customer Experience ideally drives all marketing and why it is important to identify the ‘moments that matter’ to influence decision making across the customer journey. The concept of balancing capability (i.e. MarTech solutions) vs competency and an organisation’s ability to provide a framework to support agile marketing structures is critical.

MarTech Adoption in an Agile World

Panelists Sarvesh Shanbhag (ANZ), Euan Ferguson (Medibank) and Murray Howe (The Markitects) discussed the challenges leading organisations face in adopting MarTech while working with Agile teams. They explored how approval processes can best work together with quick iterations of agile, and why marketing technology should be used as a framework to support the operating rhythm as a guidance to best practice. The panel discussed the importance of ‘starting with the end in mind’ and understanding success metrics such as time to approve a creative brief or asset, feedback on briefs, and overall marketing operations satisfaction.

MarTech Adoption in an Agile World

Panelists Sarvesh Shanbhag (ANZ), Euan Ferguson (Medibank) and Murray Howe (The Markitects) discussed the challenges leading organisations face in adopting MarTech while working with Agile teams. They explored how approval processes can best work together with quick iterations of agile, and why marketing technology should be used as a framework to support the operating rhythm as a guidance to best practice. The panel discussed the importance of ‘starting with the end in mind’ and understanding success metrics such as time to approve a creative brief or asset, feedback on briefs, and overall marketing operations satisfaction.

IntelligenceBank Roadmap

Chris Holmes, VP of Product at IntelligenceBank recounted our recent releases and shared our exciting upcoming product roadmap. 

Thank You

We would like to thank everyone who attended, including our amazing panelists for sharing their stories and best practices.  We believe we have the best customers, and we are so grateful for your feedback and support to help us improve. We look forward to an exciting future ahead!