Tuesday, March 13, 2012 - THE PRE-EVENT IS SOLD OUT, YOU MAY REGISTER FOR THE MAIN CONFERENCE ONLY ON MARCH 14TH.

MEDIA INTEGRATION & ORCHESTRATION
Integration is an old challenge and the emergence of new channels has made it even harder. New research from Warc-the London-based global provider of ideas and evidence for marketing people-points to three critical trends for 2012:

• Telesocial Marketing: BBH's Yeo Valley work in the UK anchors a cross-channel brand conversation with brilliant television.
• Orchestration: With a "higher-order" brand idea, advertisers use each channel differently. Cases in point: Kraft, Cadbury, and HSBC.
• Brand Journalism: Brands thinking less like brands,  more like media owners. Examples: Nissan's Global Media Center in Japan,  Coca Cola Co.'s "Liquid & Linked" and Goodyear/China's "A Lifetime Commitment to Safety."

Geoffrey Precourt
U.S. Editor
Warc

Eva Kasten
Director
Warc
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GLOBAL BRANDING REDEFINED: MOVING BEYOND THE "GLOBAL VS. LOCAL" DEBATE
The old debate of global vs. local is quickly being eclipsed by new forces and opportunities.   We're no longer in an either/or world.  Instead, marketers are recognizing the value of being extremely nimble and flexible about how they go to market in an increasingly connected and complex world.  Some of the developments fueling this conversation are:

• The importance of global launches and go to market strategies has never been more vital,  driven by consumers' ability to access content about brands from virtually any source in the world, the financial pressure to drive short term results, and the globalization of industry.  
• Global no longer equals central as the days of everything emanating from the traditional hubs of New York and London is becoming a thing of the past.
• Social media, SEM, and digital influence are creating more 'moments of truth' for global brands and campaigns.
• While marketers talk about the challenges of fragmentation, there's actually an opposite effect towards convergence.  

In this session, one of the world's top global advertising agencies will facilitate a spirited discussion with leading global marketers.

Jaime Prieto
President, Global Brand Management
Ogilvy & Mather Worldwide, New York

Susan Popper
SVP, Integrated Marketing Communications
SAP

Joe Tripodi
Chief Marketing and Commercial Officer
The Coca-Cola Company
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EXCLUSIVE SOCIAL MEDIA BRIEFING FROM THE NEW YORK TIMES
Highlights from two separate social media studies from The New York Times will be presented, both of which have global implications. Project Cascade is a time-based representation of how the Times' news content is being shared on Twitter and provides fascinating insights on where and how a tweet is socialized globally as well as the resulting implications.  This is a tool that could change the way we think about online engagement.  The Psychology of Sharing is a ground breaking study that uncovers the primary motivations for sharing online.  We'll find out who shares, how they share and how to get them to share content from marketers.

Michael Zimbalist
Vice President of Research & Development Operations
The New York Times

Brian Brett
Managing Director, Customer Research
The New York Times
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WHAT KEEPS GLOBAL MARKETERS AWAKE AT NIGHT?
A panel of marketers from the corners of the globe will discuss the issues and challenges that keep them awake and the ideas and solutions to address them.  Participants will consist of global delegates of WFA (World Federation of Advertisers) member companies.

Moderator:
Marc de Swaan Arons
Founder and Chairman
EffectiveBrands

Panelists:
Johan Jervoe
VP, Creative & Digital Marketing Services
Intel Corporation

Kris Sirchio
Chief Marketing Officer
Brown-Forman
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Wednesday, March 14, 2012

General Session

Opening Remarks
Seth Rogin
Vice President, Advertising
The New York Times
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Welcome
Bob Liodice
President and Chief Executive Officer
ANA

Stephan Loerke
Managing Director
WFA
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THE WORLD'S MOST VALUABLE GLOBAL BRAND
The Coca-Cola Company's mission is to refresh the world, inspire moments of optimism and happiness, create value and make a difference.  Its beverages are sold in 200+ countries.  Coca-Cola is recognized as the world's most valuable global brand by Interbrand, which goes on to say, "Coca-Cola gets almost everything right. Its brand promise of fun, freedom, spirit and refreshment resonates the world over and it excels at keeping the brand fresh and always evolving.  It operates quickly, flexibly and innovatively, tailoring itself to local markets ... and is thinking ahead with aggressive targeting of fast-developing markets." Advertising Age recently honored Coca-Cola as its "Marketer of the Year."

Joe Tripodi
Executive Vice President, Chief Marketing and Commercial Officer
The Coca-Cola Company
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Marc Menesguen
Managing Director, Strategic Marketing Department & Global Chief Marketing Officer
L'Oréal
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CRAFTING GLOBAL BRANDS FOR LIFE
Marketers around the world are all facing seismic changes, yet not all companies are responding in the same way. Unilever's approach is vaunted as one of the most exciting and groundbreaking witnessed to date. From global household names such as Dove, to local champions like Life Buoy in India, Unilever is 'crafting global brands for life.' Their strategy is based on three pillars: putting people first, creating brands with purpose, and rebalancing the logic and magic of marketing. All this is being delivered against the background of, arguably, the most ambitious sustainability program in the world.

Marc Mathieu
Senior Vice President, Marketing
Unilever
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A MODEL BRAND
Luke Dowdney MBE is the CEO and founder of Luta Limited, an inspirational clothing brand, which embodies the gritty 'fight for survival' and cut and thrust of the Brazilian favela. Luke knows brand values well. In 2000, he founded Fight for Peace (FFP), an international non-profit organization, in Rio de Janeiro. The aim: to use boxing and martial arts, combined with education and personal development, to help young people transcend crime-ridden and violent communities and help them realize their potential. In May 2011, Luke launched Luta Limited which gives 50% of its profits to Fight for Peace International.

Luke Dowdney MBE
Chief Executive Officer and Founder
Luta Limited
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NICHOLAS KRISTOF - LUNCHEON KEYNOTE
Nicholas Kristof has lived on four continents, reported on six, and traveled to more than 140 countries, plus all 50 states, every Chinese province and every main Japanese island.  He is a two-time Pulitzer Prize winner, winning for coverage of China's Tiananmen Square democracy movement and then for commentary for what the judges called "his graphic, deeply reported columns that, at personal risk, focused attention on genocide in Darfur and that gave voice to the voiceless in other parts of the world."  Mr. Kristof writes op-ed columns that appear twice a week in The New York Times and his columns have often focused on global health, poverty and gender issues in the developing world.  He has taken a special interest in Web journalism and was the first blogger on The New York Times Web site. Mr. Kristof is co-author of "China Wakes: The Struggle for the Soul of a Rising Power" and "Thunder from the East: Portrait of a Rising Asia."  His next book, "Half the Sky: From Oppression to Opportunity for Women Worldwide," will be published in September.  

Nicholas Kristof
Columnist
The New York Times
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General Session cont.

THE 50 FASTEST GROWING BRANDS IN THE WORLD AND THE SOURCE OF THEIR SUCCESS
Based on 10 years of empirical research involving 50,000 brands, Jim Stengel and Millward Brown developed the list of the world's 50 fastest growing brands which built the deepest relationships with customers and achieved the greatest financial growth from 2001-2011. The study forms the backbone of GROW: How Ideals Power Growth and Profit at the World's Greatest Companies, which explores the ways in which the world's most successful companies use higher ideals to reach new levels of employee engagement, consumer loyalty, and financial growth. Joined by Benoit Garbe of Millward Brown Optimor and leader of the study, Jim will share his experiences of ideal-driven growth, both as former global marketing officer of Procter & Gamble and as strategic advisor to some of today's leading companies. This session will demonstrate how in today's complex, competitive global marketplace, ideals are the ultimate differentiator - allowing companies as diverse as Pampers, Red Bull, and Natura to disrupt existing categories, create new ones, and set a new standard of performance.

Jim Stengel
President and Chief Executive Officer, The Jim Stengel Company, LLC
Former Global Marketing Officer, The Procter & Gamble Company

Benoit Garbe
Vice President
Millward Brown Optimor
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THE WORLD'S LEADING BREWER, BUILDING SOCIAL NETWORKS SINCE 1366
Beer is arguably the world's original social network, helping real people to connect in real life for thousands of years, turning complete strangers into best friends forever. Within this category, Anheuser-Busch InBev has become the world's leading global brewer and one of the top five FMCG companies. AB-InBev's brewing heritage and dedication to quality date back to 1366 from the Den Hoorn brewery in Leuven, Belgium, and to the pioneering spirit of the Anheuser & Co brewery, which traces its origins back to 1852 in St. Louis, USA. It currently brews, markets and sells over 200 beer brands, including the leading global brands Budweiser, Stella Artois and Beck's. AB-InBev's dream is to become the best beer company in a better world.

Chris Burggraeve
Chief Marketing Officer
Anheuser-Busch InBev
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