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Public pressure to act on racial, climate and public health injustices have left energy companies at a crossroads. Should they take a public stand, use the momentum behind BLM, Extinction Rebellion and pandemic to take a stand on key social issues or should they quietly let change manifest around them?
In a new panel, major stakeholders consider the future options for energy companies and the impact of building proactive brand cultures that are socially responsive and inclusive of all customers and stakeholders.
Key Takeaways:
1. Know thy customer. Major companies don’t just serve their customers; they represent their interests. Explore the value of working to embrace customer interaction in all markets as a powerful tool to both inform your brand and guide its decision making in future
2. Actions not words. In a socially mobile and digitized modern era, brands are measured by their actions more so than ever before. Discuss what energy companies can do to build social inclusivity into their brand, find value in establishing corporate empathy and avoiding the pitfalls of insensitive brand marketing
3. Frameworks not idealism. Take lessons learned from studies on corporate structures and psychology to help you build frameworks and guidelines that will ensure your brand can translate consumer centric and socially proactive messaging into action long term
Panel led by Lawrence Jones, VP International Programs, Edison Electric Institute
According to a recent International Renewable Energy Agency Report, accelerating investment in renewable energy would drive global GDP gains of almost $100tn between now and 2050.
Delivering an extra $3 to $8 on every dollar invested, renewable projects would have a threefold impact; new projects would tackle significant employment, economic recovery and climate change challenges in the wake of the current coronavirus downturn.
In this session:
Peter Terium leads the Energy, Water and Food sector of NEOM, a $500bn megaproject by Saudi Arabia under the Vision 2030. In NEOM he is building an energy system 100% based on renewable energy and a sustainable water and food system.
As CEO of Innogy SE (2016-17), Peter embodied the transition of the energy industry. His team led RWE away from its business model of capital-intensive energy generation to create a new brand and company. As a result, they created Germany’s most valuable energy company, one that would operate in the innovative new energy management market and be well prepared to succeed in a rapidly decentralising and digitised modern energy market.
Key Takeaways:
Peter Terium, Managing Director for Energy, Wtaer & Food, NEOM
Public pressure continues to build behind the idea that sustainable investment and a Green New Deal should be at the centre of planning for the post-viral economic recovery – but how do we harness this energy?
In a unique session, listen to three major energy decision makers as they discuss how we harness the energy and public mood to increase the role for clean, green and sustainable energy investment.
Stefan Stabler, Director of Communications & Marketing, Alpera Group
How do the concepts and benefits of good branding apply when companies are at the head of a monopoly, especially when they have no competitors like a Transmission System Operator?
In this exclusive panel, we invite the most unlikely players talking about branding: the Finnish energy regulator, the Ministry of Economic Affairs and Employment in Finland, and Fortum as a TSO customer together with the CEO of the Finnish TSO. They discuss about the benefits they see from developing a brand-centric approach for a monopoly TSO.
Jukka Ruusenen, CEO, Finrgid
Simo Nurmi, Head of Finnish Energy Regulator (Energiavirato)
Simon-Erik Ollus, VP Trading & Asset Optimization, Fortum
Riku Huttenen, Director General, Ministry of Economic Affairs , Finland
Despite being key stakeholders and having monopoly roles, its often difficult for Transmission System Operators (TSOs) and Distribution System Operators (DSOs) to fully articulate their responsibility for supporting the energy transition. What’s more, TSOs are challenged adapting to national/regional regulations that hamper their ability to influence decisions with a clear voice.
That’s why, in a brand-new session for Charge 2020 we will:
*A sponsored workshop opportunity for marketing, advertising or PR agencies. Contact jay@charge.events now for more information.
Susan Kimkes, Working Group Lead, Energy Reinvented Community / Senior Advisor Industry Relations, Shell Netherlands
Stefan Schneider, Marketing Manager & PMO, E.ON
*A sponsored workshop opportunity for marketing, advertising or PR agencies. Contact jay@charge.events now for more information.
Alex Gilbert, Senior Energy Strategy Manager, Transport for London
Mark Sherwin, Global Utilities Lead, Accenture
Annette Rust, Exectuive Director, Accenture
Wytse Kaastra, Managing Director Utilities Europe & Global Energy Lead, Accenture
Debate how hydrogen can overcome its image problem and build greater momentum as an important source of emissions-free energy and fuel
Share what marketing hydrogen fuel has taught us about the challenges of branding the sustainable energy transition to consumers, energy stakeholders and policy makers alike
Explore the new business opportunities on offer as hydrogen builds momentum as an increasingly important part of a diverse sustainable energy transition
Ravin Mirchandani, Executive Chairman, Ador Powertron
Martina Wettin, Co-Founder, Nilsson Energy
Ben Osbourne, Head of Insights & Analytics, Siegel+Gale
Rana Brightman, Group Strategy Director, Siegel+Gale
Luke Blincoe, CEO, Electric Kiwi
For energy companies and innovators to survive, closer relationships with customers will have to become the norm. In this session, work Eleks to understand the benefits of using consumer technology to build trust between your business and end-users of all types.
Taras Tovstyak, Director of Customer Success, Eleks
As part of a new session for Charge 2020, learn about the unique approaches Alperia Group is taking as a generator and energy manager in South Tyrol, Italy and listen as they reveal their learnings on how to use digital tools to boost brands.
Then take advantage of a new interactive workshop to discuss:
Michael Frei, Head of Marketing & Customer Insight, Alperia Group
Sci-Fi thinking has allowed businesses to find creative solutions to all kinds of critical problems, but this isn’t just about dreaming big. To be successful, companies must use methodologies to test and achieve their ambitions without creating inefficiency or wasting resources.
In a unique workshop, work with peers to understand the benefits of applying Sci-Fi thinking, before exploring how to leverage R&D mindsets to boost both your brand and business.
Rune Kirt, CEO, Kirt x Thomsen
As consumer choice and data-driven energy packages become the norm, ensuring your CRM system is up to scratch will be critical to ensuring your company is optimized for growth.
*A sponsored workshop opportunity. Contact jay@charge.events now for more information.
Private organisations are increasingly pursuing the path of creating shared value with their stakeholders. They have the mandate being more trusted than governments in many cases. They also have the resources, knowhow and often the incentive to power progress in a more sustainable manner. It is not impossible to create shared value without compromising shareholder value if one remains creative and customer centric.
To provide guidance to energy companies, Rahul Malhotra will share his thoughts on this subject, incorporating learnings from a highly successful internal transformation program that he designed and now leads within Shell worldwide.
Rahul Malhotra, Head of Brand Strategy, Shell
Bruce Stewart, President, Direct Energy
Kevin McKinn, Chief Operations Officer, Spark Energy
Rob Cantrell, President, Pulse Power Holdings
As Switzerland prepares to transition to an open market, it is essential that utilities, customers, and energy stakeholders work together to adapt to, and gain the benefits of, a much more flexible yet complicated digitized energy grid.
In a new session from Esolve Ag will share invaluable lessons learned they’ve gained trying to support and effect positive changes amongst customers in the Swiss energy market.
Tobias Mohrhauer, Innovation & Product Manager, Esolva Ag
In this masterclass, explore the basics of energy branding and the tools you need to become leaders in the retail energy market.
Dr Fridrik Larsen, CEO, LarsEn Energy Branding
Marc Cloostermans, Founder & CEO, VIM Group
Dr. Thomas Hilling, Managing Director, THEnergy
Businesses can use social media tools to reach a vast range of consumers in the home like never before, but how can major energy companies leverage them efeectively?
That’s why you should take the time to evaluate the role of social media channels within your marketing strategy and understand what the right amount of visibility for you and your company is.
*A sponsored presentation opportunity. Contact jay@charge.events now for more information.
Vedran Kusljugic, Team Leader Marketing & Communications, Uniper
Energy companies must help change customer energy behaviours, not just to respond to climate action, but also to help them offset growing demand against fixed or aging infrastructure capacity.
Similarly, energy companies must influence behaviour and attitudes amongst project stakeholders to increase buy-in into the green energy transition. This requires companies to display energy thought leadership, engage stakeholder communities more closely and be prepared to use their brands to shape public opinion.
The onus then is on energy companies to shape attitudes towards energy reform more than ever before, so how do you change perceptions and nudge your customers in the right direction?
Attend this new masterclass to learn what you can do to be better at shaping consumer behaviours now.
*A sponsored presentation opportunity. Contact jay@charge.events now for more information.
The world of marketing has been flipped on its head by the current coronavirus pandemic. As with all downturns, the first thing to get cut is marketing spend, event though time and again data suggest that a downturn is the best time to invest in marketing and brand development.
That’s why, in a new interactive roundtable session, its critical that we take stock of lessons learned now either to be ready for the next crisis or prepare your brand strategy for a potential second wave of disruption.
*A sponsored moderator opportunity. Contact jay@charge.events now for more information.
Dagný Jónsdóttir, Business Development Manager, Landsvirkjun
Vala Valthorsdottir, Business Development Manager, Landsvirkjun
As the energy grid decentralises and becomes more reliant on variable energy sources there is an opportunity to also decentralize customer management and allow energy usage data to be owned and marketed by consumers directly.
In this session explore the capacity for decentralized ledger technology and blockchains for providing the ultimate next step in creating consumer-centric energy systems and how brands will have to adapt to accommodate.
The energy needs of the future will be dominated by the growing transition away from fossil fuels as the primary fuel for transportation. As with railway electrification decades ago, explore the impact electric vehicles will have on energy demand needs and the types of infrastructure needed to support mass adoption of them effectively.
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