MMA Forum: EMEA (London) - October 5-6, 2010: Agenda

8:00

 Registration Opens

9:00-9:10

Master of Ceremonies

Paul Berney: Managing Director, EMEA and Chief Marketing Officer; Mobile Marketing Association

9:10-9:20

Mobile Marketing Association Welcome: Now and Next

Mobile marketing has come a long way in the last year and is finally reaching the mainstream. Hervé looks at the success mobile is now achieving and gives some insight into what marketers can expect from mobile in the next year.

Hervé Le Jouan: Advisor comScore Board; Entrepreneur; Global Vice Chairman and Chairman EMEA; Mobile Marketing Association

9:20-9:50

Keynote

The need to adapt to new channels and how a global brand is rising to the challenge and opportunity offered by mobile

9:50-10:20

Keynote – How the World’s Number One Brand Embraces Mobile

How does Coca Cola view the potential of mobile marketing, how they are approaching it globally and where does it fit in the marketing mix? Hinde Pagani will share views on the role that mobile plays in connecting and engaging with millions of Coca-Cola customers around the world through simple text-to-win competitions, on-pack promotions, mobile internet sites and a mobile CRM programme.

Hinde Pagani: The Coca-Cola Company - Global Interactive Marketing

11:00-11:25

Keynote

Kraft will share the story of a bold and innovative digital campaign for Patos potato chips working through a joint venture with the leading mobile operator in Turkey, Turkcell. The campaign leveraged a winning idea across 360 activities and won an MMA Regional Award for innovation.

Sibel Raif: Marketing Director; Kraft Foods, Türkiye

11:25-11:50

The New Rules of Engagement with Digital and Mobile Consumers

The climate has changed for brands – How is Unilever responding to the changing consumer and marketing landscape. Jay shares Unilever’s new rules of engagement and how this is shaping their media choices.

Jay Altshuler: Global Communications Planning Director; Unilever

11:50-12:15

FMCG Brand (TBA)

12:15-12:35

 FMCG Panel

Moderator: TBA

Speakers:

Sibel Raif: Marketing Director; Kraft Foods, Türkiye

Jay Altshuler: Global Communications Planning Director; Unilever

13:45-14:10

Mobile in Retail - Taking Today’s Shopping Experience to the Next Level

This presentation will explore some of the innovative ways FMCG brands and retailers are exploring the use of the mobile channel and look into what the future holds for mobile as a tool to enhance relationships with consumers.

Joe Horwood: GS1 MobileCom Communication Manager; GS1 Global Office

14:10-14:35

European Brand (TBA)

14:35-15:00

US Brand (TBA)

15:00-15:25

Keynote: Marks & Spencer’s Mobile Engagement

M&S has developed and grown their mobile strategy over the past two years. Sienne will present an overview and provide practical hands on tips and examples of campaigns from SMS, barcodes, banners and the mobile commerce website.

Sienne Viet: Social and Mobile Commerce Development Manager; Marks & Spencer

16:00-16:25

Keynote - The Future of Permission Marketing: the Customer Owns the Customer

Give the people what they want? When it comes to effective mobile marketing campaigns, this is more than well-meant advice. It’s a business imperative. Using permission-based marketing you can put the customer in the driver’s seat, create relevance with scale and there’s a good chance your audience will listen to you. Consumer market research findings will be shared.

Thomas Labarthe: Vice President of Mobile Advertising; Alcatel-Lucent

16:25-16:45

Leading European Bank (TBA)

16:45-17:05

Leading African Brand (TBA)

17:05-17:25

Mobile CRM panel

17:25-17:30

Closing Remarks

8:00

 Registration Opens

9:00-9:10

Master of Ceremonies

9:10-09:40

Keynote: Mobile, Mobility and Beyond

In his presentation Marc Mielau is reflecting what the mobile industry has to consider in the digital age. Starting from the customer perspective he is exploring ways and opportunities how brands can utilize the potential of the mobile channel.

Marc Mielau: Head of Digital Media; BMW Group

09:40-10:10

Keynote: Multi-channel Advertising Campaigns

Philippe Huysmans: Director, EMEA Product Management; Microsoft

10:10-10:30

Keynote: Using Airtime to Win and Reward Customers

11:15-11:40

Case studies

11:40-12:05

Keynote

Elizabeth Harz: Senior Vice President Global Media Sales; Electronic Arts

12:05-12:30

Presentation

A leading U.S. brand talks about their use of mobile in the overall marketing mix.

12:30-12:45

Panel

This panel will bring together the previous speakers to discuss their expertise on the use of mobile marketing in the United States.

13:45-14:10

Keynote

Steve Wing: The Guardian

14:10-14:35

Keynote

Mark Haviland: Marketing Director - CNN International, EMEA; Director of Out of Home Distribution - Turner Broadcasting, EMEA

14:35-15:00

Keynote: Mobile and Television

Mobile is being used to both extend interaction with TV shows and allow advertisers an effective response mechanism. Richard illustrates this change by discussing how ITV have used mobile throughout the FIFA World Cup and the latest series of X-Factor, highlighting the lessons learned by advertisers.

Richard Hicks: Head of Mobile; ITV

15:00-15:35

Augmented Reality Case Study

16:00-16:25

Keynote: Creative Mobile Marketing Campaigns - Helping Build Successful Engagement for Effective Advertising

Shinta will present a case study featuring the Axe mobile campaign.
Shinta Dhanuwardoyo: Founder & Chairperson; bubu.com and Chief Executive Officer; Mojopia

16:25-16:50

Agency Panel

Five leading agency figures discuss the near future of mobile marketing including how their agencies plan to tackle the iPad, Location Based Services, mobile coupons, behavioural targeting and more.

Moderator: Russell Buckley: Global Chair Emeritus; Mobile Marketing Association and Vice President; Global Alliances AdMob

16:50-17:15

Future of Mobile Marketing

17:15-17:30

Closing Remarks

Paul Berney: Chief Marketing Officer and Managing Director, EMEA; Mobile Marketing Association