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

KNOWLEDGE SESSION 1:

The Future for Marketing Capability 2010-2020

Chair: Thomas BROWN, Head of Insights, The Chartered Institute of Marketing (UK) 

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 is Head of Insights for CIM and leads this work - he will share results, findings and key insights from research amongst more than 250 Chief Executive’s and marketing, brand and communications leaders. This session is designed to challenge traditional thinking and stimulate discussion, debate and new views on the future.

KNOWLEDGE SESSION 2:

From Control to Influence – Brand Leadership in a Networked Era

Chair: Roland BERNHARD, Prophet (CH) 

We are swiftly moving to the third era of marketing – the era of networked brand building. It marks a big shift from the previous eras:  the first being the golden age of advertising and one way communication, the second being the age of 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. 

KNOWLEDGE SESSION 3:

Growth & Performance-Driven B2B Marketing

more details soon