SHIFTING PARADIGM
Programme
Latin America programme (PDF version - 230 KB)| SUNDAY 11 MAY |
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| 09.00 - 17.00 | WORKSHOP |
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SEMIOTICS (2 days) - Day 1 |
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| MONDAY 12 MAY |
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| 09.00 - 17.00 | WORKSHOPS |
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SEMIOTICS (2 days) - Day 2 |
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| 16.00 - 18.00 | CONFERENCE REGISTRATION |
| 19.00 - 20.00 | WELCOME RECEPTION |
| TUESDAY 13 MAY |
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| Conference day one | |
| 09.00 - 09.10 | Opening Frits Spangenberg, ESOMAR President Alejandro Garnica, Director General, AMAI |
| 09.10 - 09.20 | Introduction to the programme and Keynote Fernando Moiguer, Programme Committee Chair |
| 09.20 - 10.00 | KEYNOTE Rosy Ocampo, TV Producer & Innovation Director, Televisa, Mexico |
| 10.00 - 10.20 | Q & A |
| 10.20 - 11.05 | Refreshment break |
| 10.45 - 11.00 | COMPANY PRESENTATION IMOTIONS GLOBAL Does your brand have emotional impact? Presented by Peter Hartzbech, CEO & Co-Founder, iMotions, Denmark |
| GLOBALISATION AS A REALITY - LOCALISATION AS AN OPPORTUNITY | |
| 11.05 - 11.10 | Introduction by session chair Samanta Kenney, General Mills, USA |
| 11.10 - 11.35 | No Latin Love Mixed views towards globalisation Constanza Cilley, TNS, Argentina |
| 11.35 - 12.00 | The myth of the invincible global brand Understanding the drivers of brand loyalty Nigel Hollis, Millward Brown, USA Jorge Alagon, Millward Brown, México |
| 12.00 - 12.25 | Latino Youngsters Mexico and Brazil vs China Gregorio de Villa and Brieuc Martin-Onraët, G. de Villa y Asociados, Mexico |
| 12.25 - 12.50 | Discussion |
| 12.50 - 14.20 | Lunch |
| 14.25 - 14.50 |
Internet on wheels The South American experience Guilherme Caldas de Castro – Professor of University of the State of Rio de Janeiro (UERJ) Iván Casas – eCMetrics, USA Gonzalo D. Peña – eCMetrics, Argentina |
| 14.50 - 15.15 |
The “Glo-cal” branding toolkit A global strategy in local markets M. Gabriela Ugalde Romagnoli, Nestlé, Chile Mauricio Yuraszeck Ardiles, Millward Brown Chile |
| 15.15 - 15.35 | Discussion |
| 15.35 - 16.20 | Refreshment break |
| 16.00 - 16.15 | COMPANY PRESENTATION CONFIRMIT The future of market research is on-demand Presented by Yaron Brenman, Vice President of Sales, Confirmit, USA |
| THRIVING IN THE LATAM PARADOX | |
| 16.20 - 16.25 | Introduction by session chair Karina Besprosvan, OMD, Chile |
| 16.25 - 16.50 | Bridging market paradoxes Cross-cultural experiences in different categories Saul Feldman, FOCOS Latinoamerica, Argentina |
| 16.50 - 17.15 | An ocean of brands Swimming among sharks Laura Ruvalcaba, Felipe Espinosa and Deborah Elkes, Group BRAIN, Mexico |
| 17.15 - 17.40 | The power of emotions Influence of multisensory marketing strategies Karla Barajas, Instituto de Empresa Business School, Spain |
| 17.40 - 18.00 | Discussion |
| 20.00 - 23.00 | Networking drinks |
| WEDNESDAY 14 MAY |
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| Conference day two | |
| 09.00 - 09.10 | Introduction to Keynote Martha Rojas, Pespi Cola, Venezuela |
| 09.10 - 09.55 | OPENING KEYNOTE Beyond our Frontiers Gabino Gomez Carbajal Director General Barcel, Bimbo Group, Mexico |
| 09.55 - 10.10 | Q & A |
| 10.10 - 10.40 | Refreshment break |
| CATCHING UP WITH INNOVATION (1) | |
| 10.40 - 10.45 | Introduction by session chair Maria Luisa Rdz Toscano, CCM, Mexico |
| 10.45 - 11.10 | Cyber quali Perspectives for Latin America Diva Maria Tammaro de Oliveira, Recherche Pesquisa de Motivação, Brazil |
| 11.10 - 11.35 | Brazil breaks barriers Innovating by using Second Life Tim Bohling and Jussara Unis, IBM, USA |
| 11.35 - 12.00 | Once gotten, not forgotten Revealing hidden emotions Lidia Oie Jiques, Ipsos APOYO - Opinión y Mercado S.A. |
| 12.00 - 12.30 | Discussion |
| 12.30 - 14.00 | Lunch |
| 14.00 - 14.05 | Introduction to Panel Discussion Martha Rojas, Pepsi Cola, Venezuela |
| 14.05 - 14.50 | Discussion Panel FUTURE VISIONS Global advances of market research in Latin America Moderator: John Price, InfoAmericas, USA Panel: Wander Meijer, Regional Director, TNS Latin America Leticia Carneiro da Silva, Senior Market Research Manager LATAM, J&J, Brazil Ruben Jara, President, IBOPE AGB, Mexico Germán Gutierrez, The Nielsen Company, Director General, Mexico |
| 14.50 - 15.10 | Q & A |
| 15.10 - 15.30 | Refreshment break |
| CATCHING UP WITH INNOVATION (2) | |
| 15.30 - 15.35 | Introduction by session chair Maria Luisa Rdz Toscano, CCM, Mexico |
| 15.35 - 16.00 | The secrets of neuromarketing Reading consumers’ minds Javier Cervantes, Psyma Latina, Mexico Philipp Hillenbrand, Allianz, Mexico Alejandra Ruiz and Oscar Prospéro, Universidad Nacional Autónoma de Mexico (UNAM) |
| 16.00 - 16.25 | Neurosemiotics The key to successful marketing Gabriela de la Riva, Roberto Valdés, Rocio Ordoñana, Carlos De León, Monica Moctezuma Echeverría & Claudia Martínez Tárrega , de la Riva Group, Mexico |
| 16.25 - 16.50 | The Neuropanel - Discussion |
| 16.00 - 16.25 | PROGRAMME SUMMARY Leticia Carneiro da Silva, ESOMAR Programme Committee |
| 16.55 - 17.00 | CLOSING OF THE CONFERENCE Paulo Pinheiro de Andrade, ESOMAR Council |
| 17.00 - 17.30 | Farewell drinks |