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Anthony Long

Global Commerce Technology Capability Lead
Kimberly-Clark

Tony Long is a Marketing Technology innovator with over 20 years of industry experience at the intersection of marketing, technology and creative. His diversified background includes being a Creative director/Copywriter at design firms and ad agencies to founding his own “Silicon Alley” web development shop in the mid 1990’s with clients across the US and Europe that included major retail, banking, consumer products and sporting franchises.

Prior to joining Kimberly-Clark, Tony served in leadership roles in several prominent digital agencies as well as being SVP of Sales & Marketing of Revell-Monogram, the global toy & hobby brand. While with WhittmanHart he won WebAward honors for Consumer Goods Standard of Excellence (Black & Decker Site Redesign) & Automotive Standard of Excellence (Harley-Davidson Bike Builder). He is the author of “Data Is Currency”, an early exploration into the way data and content are fungible assets that companies need to leverage for competitive advantage.

Follow Tony @TonyCultEx

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Main Day Two : Innovate, Transform Or Disrupt – Change The Retail Game

Saturday, July 2nd, 2016

14:30 Buy Any Means Necessary: Blurring Of Lines Between The Retailers And Brands, Driven By Mobile Technologies

Brands and the retailers today share the same goal: Get the consumer what she wants when she wants it. As a result, those who make products are happy to cross into the swim lanes of those who sell products – and vice versa – in order to ensure that she gets what she wants when she wants it. Since consumers increasingly don’t differentiate between the brand and the retailer, brands and retailers can be released from trying to remain fully discrete from each other. To compete successfully in this age of mobile-driven commerce, new types of partnerships between retailers and brands should be forged.