||PRE-CONFERENCE SESSION PRESENTED BY THE NEW YORK TIMES
The New York Times
620 Eighth Avenue (@ 41st Street)
New York, New York 10018
Time: 3:00 - 6:00pm
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."
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
- While marketers talk about
the challenges of fragmentation, there's actually an opposite effect towards
In this session, one of the world's top global
advertising agencies will facilitate a spirited discussion with leading global
President, Global Brand Management
Ogilvy & Mather Worldwide, New York
Integrated Marketing Communications
Chief Marketing and Commercial Officer
The Coca-Cola Company
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.
Vice President of Research & Development Operations
The New York Times
Managing Director, Customer Research
The New York Times
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.
Marc de Swaan Arons
Founder and Chairman
Creative & Digital Marketing Services
Vice President, Advertising
The New York Times
President and Chief Executive Officer
THE WORLD'S MOST VALUABLE GLOBAL BRAND
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."
INNOVATION, BEAUTY AND DIVERSITY
Executive Vice President, Chief Marketing and
L'Oréal has been a leader in cosmetics expertise for over 100 years. The company operates in 130 countries and boasts 23 global brands and consolidated sales of over $26 billion (U.S. dollars). L'Oréal's brand portfolio includes Lancôme, Maybelline, Vichy, and L'Oréal Paris. Its AdAge ranking as the world's third largest investor in media is testament to its commitment to building brands. Increasingly, L'Oréal's mission is broadening to respond to the diverse populations in emerging markets. These new horizons have had a profound effect on the company and its approach to innovation. Marketing sits at the heart of this change which has led to the recent appointment of its very first global marketing lead, Marc Menesguen.
Managing Director, Strategic Marketing Department & Global Chief Marketing Officer
GLOBAL BRANDS FOR LIFE
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.
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
Luke Dowdney MBE
Chief Executive Officer and Founder
||Luncheon sponsored by The New York Times
NICHOLAS KRISTOF -
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.
The New York Times
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.
President and Chief Executive Officer, The Jim Stengel Company, LLC
Former Global Marketing Officer, The Procter & Gamble Company
Millward Brown Optimor
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.
Chief Marketing Officer