Banking Talks 2019: The age of total marketing

Milan, Friday, 25th October, 8:30 AM Conference Day


Accenture Interactive Banking Talks is the annual conference organized by Accenture Interactive, our not-to-be missed European Interactive yearly event addressed to CMOs of top Banks worldwide.

In the wake of the success of the last year’s edition, dedicated to “Human Experience”, Accenture Interactive Banking Talks came to its second edition, with a focus on the transformational effect the digital revolution had on conventional marketing wisdom, breaking barriers and expanding possibilities


Challenging conventions through digital empowerment

Every day we make business choices and set goals relying on traditional marketing notions – and while these provide comforting rules of thumb to our working routines, does conventional wisdom really deliver against the challenges of the world we live in?

In only a handful of years, the digital revolution has expanded the potential of reality as we knew it - a brave new world that demands contemporary marketeers to challenge marketing’s 20th century – born conventions.

Accenture Interactive invites you to join the conversation as top-notch talents from all walks of business share inspirational stories of how digitally-empowered marketing is writing a new book of rules challenging through practice the traditional paradigm, ushering us in the age of total marketing: unbridling of self-imposed limits, providing a fresh new spin to old concepts, venturing into untapped territories.


@Fondazione Prada: Restaurant La Torre, via Lorenzini 14, 20139 Milan

@Triennale Milano: Viale Alemagna, 6, 20121 Milan – Design and Art Museum

Take a look at last year’s edition video now!


Photogallery 2018

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8:30 9:15 Welcome & registration
9:15 9:30 Opening Ambrogio Terrizzano Accenture Interactive FS EALA Lead
9:30 9:55 Harvard Business School Prof. John Deighton Professor of Marketing How the digital age changed advertising
9:55 10.20 Coca Cola Giuliana Mantovano Marketing Director Italy and Albania How a loved brand as Coca-Cola with more than 130 years of history, leverages technology and data to connect with the consumer
10.20 10.40 mBank Rafal Jakubowski Marketing Director mBank’s innovative marketing campaign strategy
10.40 11.10 Coffee break
11.10 11.20 Poll session
11.20 11.40 N26 Daniel Calvert Head of Partnerships Two ways to engage the young people target market niche throughout Europe
11.40 12.05 Panel Digitally-Empowered Marketing Is Writing A New Book Of Rules. Let’s understand how to scale up
12.05 12.25 Garanti BBVA Bora Uluduz Director Digital Banking Stories in banking – A new approach to engage customers
12.25 13.25 Lunch break
13.25 13:50 Spotify Erica Josefsson Director of Program Management How we put our users in focus and launched a new personalized application
13.50 13.55 Poll session
13:55 14:20 Panel The next level of marketing hyper-personalization
14.20 14.40 Nordea Anna Kadric Global Head of Media & Digital Marketing How to leverage on data to improve social ROI
14.40 15.10 Coffee break
15:10 15:30 RBS Paul Smith Customer Insight Director A voyage through the world of MadTech
15:30 15:50 Droga 5 London Dylan Williams Partner and Chief Strategy Officer A short pictorial contemplation on effectiveness, purposeful branding and the harnessing of consumer power
15.50 16.20 Burger King Fernando Machado Global Chief Marketing Officer Be afraid. Be very afraid. But do it.
16.20 16.35 Event closing


Fernando Machado
Global Chief Marketing Officer,
Burger King

John Deighton
Professor of Marketing,
Harvard Business School

Giuliana Mantovano
Marketing Director Italy and Albania,
Coca Cola

Erica Josefsson
Director, Program Management,

Bora Uluduz
Director - Digital Banking,
Garanti BBVA

Daniel Calvert
Head of Partnerships,

Dylan Williams
Partner and Chief Strategy Officer,
Droga5 London

Anna Kadric
Global Head of Media & Digital Marketing,

Rafal Jakubowski
Marketing Director,

Paul Smith
Customer Insight Director,

Philippe Van Fraechem
Moderator - General Manager

Ambrogio Terrizzano
Financial Services EALA Lead,
Accenture Interactive


Triennale Milano | Design Museum

Triennale di Milano is a design and art museum in the Parco Sempione in Milan. It is housed in the Palazzo dell'Arte, which was built between 1931 and 1933 by Giovanni Muzio. A prestigious, modular and flexible building, it is specifically conceived to host great exhibitions and museum activities. Since 2003 the Triennale has awarded the triennial Gold Medal for Italian Architecture.

For over 80 years the Triennale di Milano has been an icon for cultural and economic life, the engine of an important international dialogue between society, the arts and industry

A permanent museum of Italian design, the Trienniale Design Museum, was opened in 2007.

Fondazione Prada Milano Progetto architettonico di OMA

Foto: Bas Princen 2015 Courtesy Fondazione Prada

Fondazione Prada is a cultural institution founded in 1993. Its Milan permanent venue, conceived by architecture firm OMA, expands the repertoire of spatial typologies in which art can be exhibited and shared with the public. Characterized by an articulated architectural configuration, the venue is the result of the transformation of a distillery dating back to the 1910’s.

Ristorante Torre

Photo: Delfino Sisto Legnani e Marco Cappelletti

Courtesy of Fondazione Prada, Milano

On the right: Tile Garden Krutikow, 2008-2009. Azulejos, mortar, wood, lemon trees in glazed ceramic pots (Partial reconstruction)

Restaurant Torre is located on the sixth and seventh floors of the new tower at Fondazione Prada’s Milan venue, designed by Rem Koolhaas with Chris van Duijn and Federico Pompignoli from architecture firm OMA. Torre’s menu is authentically Italian and draws on the best regional traditions, while the desserts offer a range of the great classics of Italian patisserie.


4* hotels

5* and 5* L hotels


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