The Internationalist’s MEDIA MATTERS series is a new concept in connecting people and exchanging ideas. It gathers together key thinkers on international marketing/media issues and challenges them to discuss today’s opportunities in a fast-paced forum of debate and interaction.
MEDIA MATTERS will now come to Chicago as The Internationalist wonders whether the Windy City, home to President Obama, is also becoming the U.S. Capital for International Marketing and Media Strategy. We’ll explore key issues with Chicago’s internationalists, as well other world-wise marketers.
Discussion will be focused on those basics that drive international marketing success today: market understanding, innovation, integration and accountability. Today’s marketer is grappling with the reinvention of brand building, which is now technologically-driven and consumer-controlled in a constantly changing marketing environment. Consumers and business decision-makers are telling marketers when, where and how they want to be targeted, so there needs to be measurable, interactive campaigns across all media platforms.
The Internationalist was created in 2003 by Deborah Malone to connect the people and ideas in international advertising, marketing and media. Today The Internationalist has become a trusted source for international best practices, and is dedicated to the business needs and challenges of international marketing professionals as they participate in multinational branding and campaign building. The Internationalist is now IN PRINT, ONLINE and IN-PERSON-- all to better serve the needs of this community.
Friday, October 16, 2009 at the Metropolitan Club in the Willis Tower
223 South Wacker Drive, Suite 6700 Chicago
8:00—Registration Opens & Breakfast Begins
9:00—Welcoming Remarks and Introduction to MEDIA MATTERS.
Deborah Malone, Founder of The Internationalist to moderate the panels.
9:15—10:00 Hot Markets
How Are the New Frontiers Now Changing the Marketing Landscape?
Today’s global economy may mean that the world is more connected, but it also has demonstrated how strong brands have a constant stream of “hot markets” with marketing potential for a vast array of products from luxury goods to technology systems to mass consumer goods. In a world used to acronyms, we may be moving “Beyond BRIC” (Brazil, Russia, India and China) to include Turkey, the Arab world-- especially in the Gulf Region, Central and Eastern Europe, including the former Soviet world. Whether that new jumble of letters becomes BRICA or TRICAB or BERICA, many of these locales are emerging as new centers of marketing excellence, which may disrupt some centralized, corporate viewpoints.
» Tim Love, Vice Chairman—Omnicom Group & CEO—Omnicom APIMA (Asia Pacific India Middle East Africa)
» Shekar Swamy, CEO- R K SWAMY BBDO & HANSA Group and Visiting Professor—Northwestern
» Janet Carmosky, Founder of The China Business Network with 20-years spent in China helping Western companies create viable local businesses
10:00—10:45 Innovation: Redefining Innovation in a Budget-Conscious World
Marketers’ innovation, originality and resourcefulness needs to continually expand as the competitive marketplace challenges brands to devise imaginative ways to reach their audiences online and via other “out-of-the-box” avenues. Targeting customers using unconventional methods in novel ways is today’s gold standard for effective work.
» Barbara Kittridge, Managing Director—Spark
» Scott Hagedorn, US-CEO of PHD
» Christian Kugel, Senior Vice President-Denuo
10:45—11:00 Coffee & Networking Break
11:00—11:45 Integration: Marketing Dream or Reality?
Integrated marketing tops the list of concerns facing senior marketing executives. Marketers succeed when brand decisions and messages are fully integrated and synchronized across all media channels. Leadership that ties everything together and ensures that everyone is marching to the same drumbeat is today’s necessary “Strategic Alignment.” More CMOs are embracing integration to make certain their organizations and various ad agency partners are strategically aligned. The challenge: Are marketers keeping pace in a new digitally-dominant world in order to insure that integration works?
» Fritz Johnston, VP-Brand Management & Advertising—The Boeing Company
» Anita Liskey, Managing Director—Corporate Marketing, Chicago Mercantile Group
» Ben Richards, Director of Integrated Strategy—NAKED, the Global Integrated Communications Consultancy that has shaken up the advertising industry
11:45—12:30 Accountability:
Metrics that Make Sense for Brand-Building and Return on Marketing Investment
Reinventing accountability will completely overhaul the marketing business system and will require an accountability champion, a person who drives multiple business proficiencies – analytical and financial – towards the common goal of better marketing performance. Today, 42% of marketers are dissatisfied with ROI measurements and metrics. This must change to create a disciplined, internally-consistent approach to marketing measurements, metrics and productivity.
» Sean Finnegan, President/Chief Digital Officer—Starcom MediaVest Group
» Beth Uyenco Shatto, Global Research Director—Microsoft
See the entire program
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