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2012 ANA/WFA Global Marketing Conference presented by The New York Times (a Masters of Marketing event)

This event is over.

ANA is well known for its fall "Masters of Marketing" Conference - which features terrific content and prominent speakers, including many leading CMOs and other marketing thought leaders.   We are pleased to announce a special spring version of the Masters of Marketing - the ANA/WFA Global Marketing Conference.

ANA and our sister trade association, WFA (World Federation of Advertisers), will welcome leaders from the global marketing industry and marketers from the world's leading brands to share, learn and rethink strategies as part of our first-ever, joint Global Marketing Conference.  The conference has a phenomenal line-up, featuring some of the world's leading masters of marketing:

  • Chris Burggraeve, Chief Marketing Officer @ Anheuser Busch InBev
  • Luke Dowdney MBE, CEO & Founder @ Luta
  • Marc Mathieu, Senior Vice President, Marketing @ Unilever
  • Marc Menesguen, Managing Director Strategic Marketing Department & Global Chief Marketing Officer @ L'Oréal
  • Jim Stengel, Former Global Marketing Officer of P&G and Author of GROW
  • Joe Tripodi, Chief Marketing and Commercial Officer @ The Coca-Cola Company

WFA, based in Europe, is the only global organization representing the common interests of marketers and champions responsible and effective marketing communications.

The Global Marketing Conference will share eclectic and inspirational approaches to global brand building from the four corners of the world. We are delighted to have the participation of The New York Times as presenting sponsor of this important event.

The pre-conference "bonus session" has limited space and is SOLD OUT.

Conference Program Co-Chairs:
Bob Liodice
President and Chief Executive Officer
ANA

Stephan Loerke
Managing Director
WFA

When
Begins:Wednesday, March 14, 2012 at 7:30am
Ends:Wednesday, March 14, 2012 at 4:30pm
Where

New York Marriott Marquis
1535 Broadway
New York, NY 10036

The ANA has negotiated a special room rate of $299/per night, the reservation cut-off date for the hotel is Tuesday, Feburary 28, 2012, after which prevailing rates apply.

Please call (212) 398-1900 and mention the Association of National Advertisers when making the reservation or visit New York Marriott Marquis to make reservation online.

Agenda

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

3:00pm PRE-CONFERENCE SESSION PRESENTED BY THE NEW YORK TIMES
The New York Times
620 Eighth Avenue (@ 41st Street)
15th Floor
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."

Geoffrey Precourt
U.S. Editor

Warc

Eva Kasten
Director
Warc
_________________________________

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
_________________________________

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
___________________________________

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
_________________________________

Wednesday, March 14, 2012

7:30am Breakfast
8:30am

General Session

Opening Remarks
Seth Rogin
Vice President, Advertising
The New York Times
_________________________________

Welcome
Bob Liodice
President and Chief Executive Officer
ANA

Stephan Loerke
Managing Director
WFA
_________________________________

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
_________________________________

INNOVATION, BEAUTY AND DIVERSITY
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.

Marc Menesguen
Managing Director, Strategic Marketing Department & Global Chief Marketing Officer
L'Oréal
________________________________

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
_________________________________

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
_________________________________

1:00pm Luncheon sponsored by The New York Times

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
_________________________________

1:45pm

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
___________________________________

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
________________________________

4:15pm Adjournment

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