Bringing the theme of AdventureELEVATE 2018, Empower Your Edge, to life, this presentation will show you how to define and cultivate the strength found at your own personal edge. Delivered by an executive with proven leadership success as the CEO Worldwide of Saatchi & Saatchi, and the CEO of Pepsi Middle East and Canada, and now chairman of UK’s Beattie Group and Canada’s Beattie Tartan Integrated Communications team, Kevin Roberts will share an inspiring approach to leadership, offering stories from his own companies that illustrate how all businesses can deliver peak performance through leadership, whereby every person at an organization is a leader driven by purpose.
Kevin is Founder of Red Rose Consulting and Chairman of Beattie Communications, Chair of My Food Bag, CricHQ, and Unfiltered in New Zealand. Red Rose Consulting counsels business leaders and employees on creative thinking, marketing, and leadership. Kevin’s career was built in sales, marketing, and leadership roles at Mary Quant, Gillette, Procter & Gamble, Pepsi-Co, Lion Nathan, Saatchi & Saatchi (17 years as CEO worldwide) and Publicis Groupe. Kevin has authored several books including 64 Shots: Leadership in a Crazy World (2016) and Lovemarks: The Future Beyond Brands (2004), published in 18 languages. Lovemarks was named one of the ten “Ideas of the Decade” by Advertising Age in 2009. Roberts is also a former director of the New Zealand Rugby Union and former chairman of USA Rugby.
Adventure industry practitioners balance a complex set of needs every time they write an article, design a trip, develop a marketing campaign or plan a destination development strategy. Conservation needs, cultural considerations, business management, technology trends and a healthy dose of humanity – all are factors that must be taken into account in order to deliver the ultimate customer experience that keeps businesses growing.
This all-hands-on-deck workshop blends research, analysis, psychology, and management consulting with a hearty dose of audience participation, exploring what customer experience means for your business, how to craft it, and how to keep it vibrant.
In May 2017 Tom started a consulting business in order to serve the outdoor and adventure travel industries by providing outside insight to deliver strategic growth. He has consulted over the last year for numerous clients, including a global adventure outfitter, a specialty outdoor retail chain, and a startup backpack company. Tom has over 30 years of marketing experience at companies including Clorox and Nestle, and diverse industry experience including agricultural products, food & beverage, toys, outdoor clothing & equipment. Tom joined Marmot Mountain in 1998 as VP Global Marketing and over his 18-year tenure, the company grew more than six-fold. He closely partnered with members of the adventure travel industry including Geographic Expeditions, Exum Mountain Guides, Jackson Hole Mountain Resort, and many more.
National Geographic, with its longstanding history of fabulous photography, well understands how the right image can be a conversation starter, a challenge, a plea, a catalyst, or a call to action. Pulitzer Prize winning photographer Anne Farrar is the Director of Photography at National Geographic Traveler and has built a career around storytelling through images. In our closing presentation for AdventureELEVATE 2018, Anne shares how, in a world cluttered with travel photography, she is able to keep this iconic media brand living up to its audience’s expectations by continually accessing the power and creativity found when wandering into the unknown.
Anne Farrar is the Director of Photography for National Geographic Travel. She has been a photo editor with news organizations for over 20 years including The Washington Post, the Minneapolis Star-Tribune and The Dallas Morning News. When she’s not in the office you’ll find her exploring mountains and looking for her next cup of coffee.
Established in 1990, the Adventure Travel Trade Association (ATTA) today is widely recognized as a vital leadership voice and partner for the adventure travel industry around the world. The membership and trade organization is designed to be a force for the industry and exists to drive thought leadership, industry promotion, and opportunities to network and convene globally to create trade and business health. It currently serves more than 1,300 members in 100 countries worldwide. The constituency is made up of tour operators, tourism boards, specialty agents, and accommodations all sharing a vested interest in the sustainable development of adventure tourism. Through its growing business services division, the ATTA delivers a portfolio of strategic solutions and a robust ecosystem of events around the globe. With specialized expertise in research, events, education, media, and promotion, the ATTA business service division is able to provide valuable solutions to a broad set of partners across many verticals of business.