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Mixing, Merging and Multiplying: Managing Euro Market Dynamics
Summit Theme
Europe today is the world’s most dynamic market, with forces and factors shaping an environment of enormous marketing challenges and opportunities. An enlarged Europe, including 25 EU members and 5 prospective new members, encompasses 530 million people driving an economy that matches the purchasing power of the United States, at nearly €10 Trillion.
So what are the implications of the changing European environment for marketers? With the rapid shifting and mixing of new markets and new cultural divisions, how can marketers optimise their ability to influence purchasing power and preferences? From operations to execution, the most successful marketing organisations are rethinking and retooling their strategies for Europe, and will join us at this year’s CMO Council Summit to discuss and debate their priorities and programmes. |
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The Shrinking Quilt of Europe: New Nation Brand Perceptions
Keynote Presentation
November 16. 9:00 – 9:45
Simon Anholt, author of the Nation Brands Index
Simon Anholt, author of the Nation Brands Index, will share new research conducted with Global Market Insite (GMI) on how consumers view established and emerging economies across Europe.
Countries of origin often impact and influence brand and product perceptions worldwide, giving marketers the opportunity to assess where and how this can be leveraged. Reputations and impressions of nations and locations can frequently reinforce either positive or negative images of product and service offerings. Finland is known for advanced cellular and security technologies, Germany for telecommunications, Sweden for automotive safety, Italy for innovative product design, Britain for trusted financial services, and France for fashion and flair.
Emerging Euro market contenders like Poland and the Czech Republic are carving out niches in logistics and distribution, Russia has become a powerhouse in energy production, Slovenia is defining itself through drug research and development, and Hungary and Romania are growing forces in outsourced software development.
Low-cost air travel is also introducing European travellers to new nation brand experiences and breaking down traditional borders and cultural boundaries. More than 420 million passengers took flights on some 40 low-cost airlines last year, an increase of 40 percent from five years ago. The shrinking of Europe is impacting demand and supply for a range of goods and services, as well as giving contract workers more freedom to command higher paying jobs in more robust markets across Europe.
How are factors like growing cross-culturalism, unrestricted travel and workforce migration impacting the perceptions of Euro country brands? How will the mixing, merging and multiplying of markets across Europe influence segmentation strategies, campaign development, and marketing spend allocation? Hear more on this from the world’s foremost Nation Branding expert Simon Anholt during our Summit keynote address covering the latest research by GMI.
Background Anholt Nation Brands Index (www.nationbrandindex.com) is the first analytical ranking of the world’s nation brands. Released quarterly, the Index surveys and analyzes 25,900 consumers in 35 nations to determine how countries are perceived by others in terms of cultural appeal, political stability, investment potential and more.
The Index, led by well-known independent government advisor and author Simon Anholt, has amassed significant exposure around the world and is used by governments and other interested parties to gain an understanding of how the rest of the world views them. This information can be used to locate weaknesses and assess potential areas of improvement in a nation’s branding. Anholt Nation Brands Index uses GMI proprietary software and GMI’s access to 5.5 million people all over the world to conduct its studies |
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Consolidate Centrally or Run Locally. That is the Question.
Panel Discussion / Q&A
November 16. 9:45 – 10:30
Moderator: Amanda Jobbins, VP of Marketing EMEA • Symantec
Gabriele Zedlmayer, VP, Corporate Marketing EMEA • Hewlett Packard
Mark Wilkin, Head of Brand and Communications • Hitachi Europe
Massimo Sangiovanni, Networks & Enterprise Marketing Director EMEA • Motorola
Operational control, fiscal accountability, pipeline visibility and message consistency across all channels are critical imperatives for today’s pan-European marketers. Modifying, adapting and localising campaigns are still a challenge but cultural homogenisation and pervasive digital connectivity are bringing new efficiencies and effectiveness to centrally run marketing organizations. Locally driven marketing programmes, however, are believed to be more relevant, adaptive and responsive to ever-changing and evolving conditions and competitive dynamics.
With such dynamics at play, is it better to have a strong central operation governing global marketing and messaging, or is it better to establish an eco-system of well-embedded local marketers who understand the region and cultural nuances, supported by centers of excellence? How do you build the right team for effective strategy planning and brand management across multiple countries?
Can you instill a “marketing DNA” throughout your structure to ensure consistency in process and behaviour? What are the best agency structures to support your teams and is budget control/allocation the real key to managing the model? Is there a middle ground that works? What are the pros and cons?
Join our esteemed speakers as we share case studies and real life experiences in operating these models and with delegate interaction try and reach a consensus on the best way forward. |
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Meeting the Demands of the Evolving European Customer
Keynote Presentation
November 16. 11:20- 12:00
Keynote Speaker : Lucas Covers, SVP, Chief Marketing Officer • Philips Consumer Electronics
As one of the world’s top three consumer electronics brands, Philips boasts not only a broad suite of products, but also an equally impressive global customer base. Already firmly established in Asia Pacific, Europe and South America, 2006 has seen Philips solidify the brand’s presence into North America as well. As the global customer profile continues to grow and evolve, the need for innovative marketing strategies, complimented by smart, mobile, personalized, and responsive approaches to reaching target audiences becomes mission critical. Through its “Simplicity Events” and brand “Promise of Sensibility” campaign, Philips has effectively garnered the support from strategic partners, channel players, key stakeholders, and its customers alike. Comprised of 25 democratic member states, European customers represent a diverse and dynamic group of product challenges, needs, and opportunities. During his keynote presentation, Mr. Covers will give us a glimpse into Philips’ world, and the value of asking and answering the right questions. Hear how utilizing a “Mix” of strategic forums and platforms has enabled Philips to leverage innovations in technology to effectively reach, and “multiply” developed, and emerging markets equally.
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Channel Changes and Choices: Strategies for the New Europe
Panel Discussion / Q&A
November 16. 12:00 - 12:45
Moderator: Paul Neary, Global Segment Marketing Director • AT&T
Chris Kaderli, Vice President of European Field Marketing • Cognos
Kevin Bishop, Vice President • IBM.com
Andrei Torriani, CMO • Telefonica O2
Vendors in Europe are challenged to structure more cost-efficient ways to reach, serve and support their customer markets. Competitive pricing pressures, margin erosions, growing service and support costs, as well as product complexity are forcing marketers to take a close look at the mix, structure and effectiveness of their distribution channels.
The growth of Web, telemarketing and mobile eCommerce is transforming where and how retail and multi-tier B-to-B channels attract customers, maintain relationships, and increase prospect and deal flow. It is also presenting new issues of channel conflict and overlap that have to be resolved by vendors looking to build long-standing channel relationships. Integrating online and offline programmes to drive channel success has become paramount as more and more buyers and specifiers rely on the Internet to research, validate and price check product choices and options.
The advent of highly successful eCommerce models is transforming the way business is conducted in many sectors including PC procurement and integration, software sourcing, financial services, travel, retailing, auto buying, real estate, entertainment, etc. There are now an estimated 230 million Internet users in the European Union out of a total population of 462 million (49.8 percent penetration), compared to 291 million in the whole of Europe out of a gross population of 807 million (36.1 percent penetration), reports Internet World Stats. Of the top 15 Internet-using countries in the world, eight are in Europe.
With the economies of EU candidate countries showing promising growth, new channels and markets are emerging for aggressive vendors. What are some of the problems and pitfalls facing marketers in segmenting, engaging and sustaining channel operations in these markets? How will the Internet play a role in helping marketers test and verify the right mix of solutions, services or product offerings? What level of resources and spend should be applied to growing distribution infrastructures in emerging markets, or realising better value and return from existing partnerships? These and other channel issues and challenges will be explored in this valuable session. |
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The Next Business Age: How to be a Truly Authentic Organisation in the 21st Century
Keynote Presentation
November 16. 14:30-15:15
David Taylor, author of the The Naked Leader
Two years ago David Taylor was challenged to produce the definitive blueprint of an outstanding organisation in the 21 st century. Working with Chief Executives, business schools and global entrepreneurs, he has now mapped out what successful organisations do on a consistent, repeatable and sustainable basis, and how they are structured to achieve it. Marketing Executives are at the very heart of making it happen.
Now, by special arrangement with David, he will reveal his findings, for the very first time, many months before they are published. He will share the four pillars for such organisations, the makeup of their leadership teams, and the exact actions that marketing leaders can take, to make it happen.
We have a choice – we can keep talking about a new future where customers are truly valued, we can keep trying to increase our influence at the very top, or we can now do it.
Welcome to The Next Business Age – The Leadership Economy, when we awaken the leaders within - unlocking the natural talent in our people, teams and organisation, and turn that powerful focus on our customers. Not in theory, not in management, but in reality, each and everyday.
As a result of David’s presentation you will each take away at least three specific actions that will help you, your organisation and your customers.
And it can happen to anyone, any team, any company, for any one person, group of people, or organisation. Once you embrace this idea and put it into action, you hold in your hands a power that is quite awesome.
We say this to all leaders who are ready to achieve a professional and personal success they had previously never dreamed possible: please stand up, your time has come. |
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New Directions in Digital Marketing to Homes, Hands and Distant Lands
November 16. 15:15 - 16:00
Moderator: Drew Graham , Director of Marketing & Business Development • Kelkoo / Yahoo! Marketplace
Dan Cobley, Director of Marketing, UK, Ireland & Benelux • Google
Bill Gajda, CMO • GSM Association
Laura Lilyquist, Worldwide Director, Customer Marketing • MicrosoftTV
As digital channels, platforms and venues multiply, marketers are looking for new opportunities to reach out and engage in fresh and compelling ways with customers, whether in the home, outdoors, on-the-road, or in airports, mass transit systems, arenas and stadiums. They are also exploring viral opportunities to leverage social networks, virtual communities, and global multiplayer gaming networks.
Stylish, always-on broadband communications devices are driving digital dependency aided by new content, entertainment, transaction, messaging and location-based service offerings. Satellite radio and television channels are reaching and enlivening millions of remote homes and on-the-go audiences. New active and passive experiences and demand-directed promotional programmes are becoming more personal, intimate and available.
How is the digital revolution transforming Europe and what will its impact be on where and how marketing dollars are directed? How will commercial and non-commercial programming either co-exist and overlap? What new techniques are being used to integrate brand images, advertising messages and promotional offers into games, movies, television programs, sponsored events, web sites, online communities, blogs, RSS feeds, e-mail, mobile messaging, and other avenues and conduits to a more digitally dependent generation across Europe. A group of marketers at the forefront of building interactive digital infrastructures, software and devices will lead this dynamic discussion. |
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Marketing's Role in the Boardrooms of Europe
'Face-Off' Keynote Presentation
November 16. 17:30 - 18:15
Moderator: Malcolm Wilkinson, Partner • Deloitte
Houston Spencer, VP Global Market Positioning • Alcatel
Nick Barley, Business & Marketing Officer • Microsoft Ltd
Change is a constant and as Europe expands its borders, so too we have an evolving legislative environment for trading and currency convergence . Combined with major changes in routes to market through the rapidly developing digital business channels, where the internet has forever changed the way businesses and customers interact.
For forward looking organisations, the Marketing functions and attitude to marketing is seeing major shift from functional cost centres and tactical delivery to one of core positioning in corporate strategy and planning.
Are we finally seeing a new focus in the boardroom, where increasingly marketing is seen as central to corporate structures and a prime focus of CEOs? In a region where boards have been dominated by accountants, we now see marketing-orientated CEOs leading major organisations, where all members of the Board must be able to understand the value of marketing and contribute fully to the process.
As a CMO how do you maximise the opportunity and drive progress forward, not just for your own careers, but for the benefit of all shareholders and all employees
Hear from one of Europe’s leading CEOs, himself a respected marketer and dynamic entrepreneur on taking your place in the board room and the skills needed to stay there.
In this session we explore the reality of Europe’s boardroom’s today, the relationship of marketing and the balance sheet to your role in shaping strategy, corporate governance, customer channel ownership and creating real value to the bottom line. |
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