Day One, Wednesday, September 9, 2009
8:00 - 9:00 | Registration | ||
Master of Ceremonies | |||
9:00 - 9:10 | Welcome from the Mobile Marketing Association Mike Wehrs: President and CEO, Mobile Marketing Association | ||
9:10 - 9:30 | Keynote: Global Successes in Mobile Marketing A global perspective on the mobile marketing industry and a discussion on how media companies and consumer brands are successfully reaching their customers in the most powerful and innovative way- through the mobile platform. | ||
9:30 -10:00 | Reaching out to sports fans through mobile media How do you use to the mobile channel to engage with sports fans? Using case studies from the Turkish market Nike explain how they are integrating mobile into their marketing efforts. Zafer Parlar: General Manager, Nike Türkiye | ||
10:00 -10:30 | Keynote: What is the Coca-Cola global approach to mobile marketing? As mobile usage grows worldwide, it is increasingly important for global brands to expand the use of mobile to create a dialogue with consumers in a simple and engaging way. Why is mobile important? Why should brands integrate mobile devices to their mix marketing? What are the best practices? Hinde Pagani: Senior Mobile Marketing Manager, Global Interactive Marketing, The Coca-Cola Company | ||
| 10:30 - 11:00 | Challenges in Digital Marketing - BMW use of mobile as a part of their marketing strategy BMW has been at the forefront of mobile marketing for the past two years. Marc Mielau will explain where mobile fits into both BMW’s customer acquisition and service offerings. He will reflect on the current explosion of channels, the impact for marketers and the consequences for mobile. Marc Mielau: Head of Digital Media, BMW | ||
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| Mobile Marketing in Germany | ||
12:00 - 12:30 | Creating Mobile Services in the Airline Industry As many airlines explore the potential for mobile in the customer experience, Lufthansa has been among the first to introduce mobile check-in. Marcus explains where mobile fits into Lufthansa’s future. Marcus Casey: Director, Global Ecommerce and Mobile Services, Lufthansa | ||
| 12:30 - 13:00 | A leading global brand talks about where mobile fits into an integrated marketing campaign Dagmara Brylak: CEEMEA Mobile Subject Matter Expert, Procter&Gamble | ||
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| 14:15 - 14:40 | Taking Auto Trader to the top – a mobile web success story Dan Parker, of mobile agency Sponge and Sebastian Baldwin of Auto Trader will discuss their experience of taking the leading online and print automotive publishing brand on to mobile. They will discuss the opportunities, the challenges and share the key learnings that have driven their strategy. Sebastian Baldwin: Director of Mobile, Auto Trader Dan Parker: Chief Executive, Sponge | ||
| 14:40 - 15:05 | Deutsche Post goes mobile: Effective implementation of mobile strategies for the world’s leading logistic company Deutsche Post has implemented diverse mobile solutions, like a mobile portal (m.deutschepost.de) as well as a iPhone Web Applikation (iphone.deutschepost.de) and several iPhone Apps (e.g. brand app, handyporto app). Marco Hauprich: Vice President – New Technologies, Deutsche Post Tom Laband: Director of Mobile Marketing, YOC | ||
| 15:10 - 15:35 | Mobile Advertising, Technology, and the Real World What are the latest technologies that can be used for mobile advertising, and how are campaigns designed to take advantage of these technologies to degrade gracefully to reach the maximum audience? How to understand and categorise your audience through the use of personae, and how to guarantee that the experience of a campaign is positive. Ben Scott Robinson: We Love Mobile | ||
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| 16:00 - 16:55 | 5 x 10 Case Studies - Five 10 minute case studies from European mobile advertising Mini Cabrio Salvador Carrillo: CEO, Mobile Dreams Factory Disney Emmy Botterman: Business Development Director, Playphone EMEA Peperami’s Mobile Campaign Dan Rosen: AKQA Rightmove Mobile Messaging Campaign Colin McCaffery: Director of Products, 2ergo Two recent brand campaigns from Garanti where mobile gets the lead in a TV country Oguz Savasan: Creative Partner, Rabarba Digital Ad Agency, Istanbul | ||
| 16:55 - 17:20 | Brand Panel - A chance to question leading brands | ||
| 17:20 - 17:30 | Closing Remarks Hervé Le Jouan: Managing Director, Census Solutions, comScore Inc.; MMA Chair EMEA | ||
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Day Two, Thursday, September 10, 2009
| 8:00 - 9:00 | Registration | |
| 9:00 - 9:10 | Master of Ceremonies Mark Wächter: Chairman, BVDW Section Mobile; MMA Board Secretary EMEA | |
| 9:10 - 9:35 | How the Tone&Win Campaign in Turkey becomes a case study for the region Ugur Oglu: Marketing Director, Pepsi Elvin Altun: Turkcell | |
| 9:35 - 10:00 | How is Nestlé using Mobile? Nestlé together with other global brands and global retailers have been working on the definition and adoption of open standards for unlocking the potential of mobile. In this session Vanderlei Santos, co-chair of the GS1 MobileCom group, will present some of the opportunities and cases Nestlé and other global brands are exploring, some of the challenges they face and the importance of having the open standards globally adopted by the mobile industry. Vanderlei Roque dos Santos: eBusiness Leader, Nestlé | |
| 10:00 - 10:25 | An award-winning cross-operator mobile advertising campaign in Greece: Amita Energy Bars - Fill up with positive energy The first ever cross-operator Mobile Advertising campaign in Greece was an major success for Amita, a leading Coca-Cola youth brand. The campaign generated an impressive clickthrough-rate of 10% and rapidly became viral, with over 50% of recipients forwarding it to their friends. Making the most of creative advertising formats such as video, sound, downloads, competitions, forward-to-a-friend and more, the Amita Motion campaign was ideally suited to its youth target audience, as well as to its "positive energy" theme. This is a textbook campaign that won the Golden Umbrella Award at Mediamixx Festival 2009 and was featured on the cover of Marketing Week magazine in Greece. Michalia Negri: Vice-President of Business Development and Strategy, Out There Media Joana Koronia: Brand Manager, Snacks, Coca-Cola Hellenic Bottling Company SA Loretta Panou: Client Services Director, id digital Athens | |
| 10:25 - 10:50 | How Publishers Approach the Mobile Channel In 2009 BBC Mobile began to introduce mobile advertising to one of the most popular mobile internet sites in the world. Tom will give an overview of the issues a global publisher faces introducing mobile advertising and share some of the successes the BBC has already had. Tom Bowman: VP International Ad Sales, BBC Worldwide | |
| 10:50 - 11:20 | Global brands talk about how the use mobile as a part of their digital strategy What are the challenges and unique opportunities that mobile presents? What are some ways mobile campaigns reach a target audience to maximize their engagement with the brand? What tools are in place to measure the effectiveness of these mobile campaigns? Moderator Mark Wächter: Chairman, BVDW Section Mobile; MMA Board Secretary EMEA Vanderlei Roque dos Santos: eBusiness Leader, Nestlé Tom Bowman: VP International Ad Sales, BBC Worldwide Ugur Oglu: Marketing Director, Pepsi | |
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| 11:45 - 12:15 | Market Insight from the Mobile Marketing Association Paul Berney: Managing Director, Europe, Mobile Marketing Association | |
| 12:15 - 12:40 | Insights from the Exposure Europe Research Exposure Europe is a qualitative piece of research conducted by Orange in the UK, France and Spain. It answers more questions about why and what are people doing with their phones and their perception of mobile advertising. To get the most out of advertising on mobile brands must understand what users want and in which context they receive advertising messages. Exposure Europe results recommend that brands take into account three behavioural dimensions in adapting their communication: killing time / not wasting time / controlling space. Bruce Hoang: Group Head of Media Research, Orange Advertising Network | |
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| 13:30 - 13:50 | Mobile Advertising Globally | |
| 13:50 - 14:10 | How to Integrate a Mobile Marketing Platform Peter Nussbaumer: CEO, I-NEW Communicative Solutions GmbH | |
| 14:10 - 14:30 | The Future of Mobile Media Planning The market is changing with Web 2.0 technologies bringing a richer, more dynamic and community-oriented web experience as the wired and wireless worlds merge. Debate continues to surround the best way to monetise this increased demand for the mobile Internet. Further still, the jury is still out on how to firstly aggregate and segment subscribers, then secondly how to deliver content AND advertising to these subscribers through various mediums. The challenge for the mobile industry is how to present a unified, standards-based cross-industry platform for media agencies to deliver successful campaigns over mobile. | |
| 14:30 - 14:50 | Big Brands delivering results through mobile in the UK UK Home Office – Pocket Beatz: How the Home Office turned to mobile in its bid to fight Knife Crime. This interesting project combined a branded mobile application with viral messaging and highly targeted mobile media to deliver its message to the right audience Rimmel London – taking firm steps on the mobile internet: How this top cosmetics brand have taken advantage of the mobile internet to reap the rewards of engaging users through the mobile channel. Targeted media, mobile CRM and great content combine to deliver excellent results Shelter: As with all charities, and especially in a recession, Shelter have challenges retaining monthly donors signed up on the street. With a young urban demographic, mobile was the natural channel for this. This case study how, and why, mobile was able to drive a measurable increase in revenues Tim Dunn: Head of Marketing Services, Mobile Interactive Group | |
| 14:50 - 15:10 | Believe the Hype: Why mobile applications will become a mainstream advertising tool for marketers over the next ten years Mobile applications: current and future market size. A profile of a mobile apps consumer: the who, what, where and why of mobile apps, and five lessons learned from introducing mobile applications. Patrick Mork: VP Marketing, GetJar | |
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| 15:45 - 16:15 | 3 x 10 Case Studies – International Perspectives on Mobile L’Espresso (Italy) - Alvise Zanardi: CEO, Buongiorno Marketing Services EPL (Nigeria) - Sean Pashley: CEO, Starfish Mobile International Advertising - Harald Neidhardt: Co-founder & CMO, Smaato | |
| 16:15 - 16:35 | Case Study: Using Mobile to Harness Customer Feedback Mobile is the perfect engagement channel for consumers. Keys, wallet, mobile phone - we feel naked if we leave the house without these items. The convenience of the mobile phone makes it perfect for customers to express their views back to an organisation right at the point of service delivery. Equally, timely, relevant offers and information can have exceptional impact. Hear how organisation's like National Express, Dorothy Perkins, Littlewoods and Premier Inn in the UK have used the mobile channel as a powerful vehicle for communication both TO and FROM customers. Nigel Shanahan: Managing Director, Rapide Communication Ltd | |
| 16:35 - 17:00 | Mobile Marketing Market from an Agency’s Perspective Thomas Strerath: CEO, Ogilvy Group Germany | |
| 17:00 - 17:20 | Mobile Marketing in 2010 and Beyond – A Vision of the Market Russell Buckley: VP Global Alliances, AdMob | |
| 17:20 - 17:30 | Closing Remarks Mike Wehrs: President and CEO, Mobile Marketing Association | |