Knowledge Sessions - Parallel Tracks: 14:45 - 15:30

There is little doubt that 2010 marked the beginning of a new era. In the latter half of 2009, The Chartered Institute of Marketing, supported by Accenture, began a global benchmarking study exploring the future for marketing capability in our new landscape. We’re facing many challenges over the next decade but marketing leaders also face an opportunity: to refocus their function and realign for growth, differentiation and value creation. Thomas, CIM's Head of Insights as well as leader of this survey, will share the results, findings and key insights. The research is based on the responses of more than 250 chief executives and marketing, brand and communications leaders. This session is designed to challenge traditional thinking and stimulate discussion, debate and new views on the future.

We are swiftly moving to the third era of marketing – the era of networked brand building. This marks a big shift away from the previous two eras: the golden age of advertising and one way communication, and the age of the Internet and mainly two way communications. The new networked era is characterized by a complex ecosystem of stakeholders (think of the recent reputation crisis in banking, for example), not just target customers; it is a about participation not just transactions, and it is highly dynamic, not static. Roland will share fresh approaches for establishing (brand) leadership in this new reality that combine fresh thinking from international management consulting with relevant real life cases.

More details soon.