Insights by SANCTUM with Tim Farmer from DiDi

Join us at SANCTUM HQ for the Insights by SANCTUM conversation series.

The morning will begin with networking, a breakfast bar, and complimentary barista coffee and tea.

Guests will then hear from Tim Farmer from DiDi, discussing the Unfair Advantage of Being Small.

What happens when you don’t have the biggest budget, team, or market share?

This was the challenge Tim Farmer faced when he left the Disney to join DiDi in 2024. His task was to build a brand that could challenge the corporate giant that is Uber and reignite growth across the business. His view was that smaller brands, that can’t rely on scale or investment to drive their growth, have to move faster, take bigger creative risks, and ultimately make ads that people actually talk about if they are to succeed.

The CMO of DiDi ANZ joins us to share how their now-infamous flute-playing mascot, Nudgy, has taken on one of the world’s biggest brands, and all of the star power that comes with it, by competing on culture instead of category conventions. And, in doing so, driven significant market share growth - proving that sometimes the biggest advantage is not being big at all.

INSIGHTS BY SANCTUM SERIES IS PRESENTED BY:

EVENT SUMMARY:

• Insights by SANCTUM conversation series
• Hear from Tim Farmer from DiDi
• Breakfast featuring Inglewood coffee, a breakfast bar of pastries, fresh fruit, muesli, chia pods
  
• Opportunity to network with SANCTUM Members at SANCTUM HQ
  

Members may bring one extra guest to this event.