AN ESOMAR WORLD RESEARCH FORUM
Programme Preview
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| MONDAY 1 DECEMBER | |
| 16.00 - 19.00 | Registration |
| 19.00 - 20.00 | Welcome Reception |
| TUESDAY 2 DECEMBER | |
| 09.00 - 09.10 | Opening |
| 09.10 - 09.20 | Introduction to the programme Mark Whiting, Director of Marketing Intelligence Services, Moët Hennessy, France |
| The Brand Landscape | |
| 09.20 - 09.50 | A journey through the world of global brands Understanding and exploiting their framework for success Dan Leahy and Richard Rees, Managing Partners, North and south ideas, UK/Netherlands/Australia |
| 09.50 - 10.00 | Q & A |
| 10.00 - 10.30 | Refreshment break |
| 1. New Rules of Brand Loyalty | |
| 10.30 - 10.35 | Introduction by session chair Gilles Pacault, Vice-President, Prodimarques, France |
| 10.35 - 11.00 | Branded goods Prodimarques, the life of the brands Gilles Pacault, Vice-President, Prodimarques, France |
| 11.00 - 11.25 | Brands, trust builders and multi-company social brand initiatives Philip Sheppard, Public Affairs Manager, AIM (The European Brands Association), Belgium |
| 11.25 - 11.50 | Successful branding Around the world and around the corner Ana Sofia Alves, Senior Marketing Manager, Brand Development & Innovation, Kimberly-Clark Europe, UK |
| 11.50 - 12.10 | Discussion |
| 12.10 - 12.15 | Introduction to Brand Fashioning Mark Whiting, Director of Marketing Intelligence Services, Moët Hennessy, France |
| 12.15 - 12.40 | Brand fashioning What brand managers can learn from fashion designers? Michel Jansen, Senior Brand Strategy Consultant and Author, HIGH value, Netherlands |
| 12.40 - 13.00 | Brand fashioning: the interview Michel Jansen interviews Nourite Eladan, International Market Research Director, Guerlain LVMH Group, France |
| 13.00 - 14.30 | Lunch |
| 14.30 - 14.35 | Introduction to keynote Jolie Hellings, Branding Director, Microsoft Surface, USA |
| 14.35 - 15.15 | KEYNOTE FIREBRAND | SOUL+STORY+INTEGRATION Exploring strategic hybrid media brand implementation Tim Girvin, Principal and Branding Expert, Girvin, USA/JAPAN |
| 15.15 - 15.25 | Q & A |
| 15.25 - 15.30 | Introduction to interactive session Mark Whiting, Director of Marketing Intelligence Services, Moët Hennessy, France |
| 15.30 - 16.00 | INTERACTIVE SESSION Branded entertainment Lucian James, President, Agenda Inc, France/USA |
| 16.00 - 16.30 | Refreshment break |
| 2. Understanding Brand Value | |
| 16.30 - 16.35 | Introduction by session chair Philip De Wulf, Managing Fellow, Psylogy, Belgium |
| 16.35 - 17.05 | New ways of creating brand value What is the driver of brand value? Sophie Romet, Managing Director, Dragon Rouge, France |
| 17.05 - 17.35 | The Alchemist’s Guide Peter Walshe, Director of BrandZ, Millward Brown, UK |
| 17.35 - 18.00 | Discussion |
| 19.30 - 21.30 | NETWORKING DINNER |
| WEDNESDAY 3 DECEMBER | |
| 3. Understanding Brand Experience | |
| 09.00 - 09.10 | Introduction by session chair Jolie Hellings, Branding Director, Microsoft Surface, USA |
| 09.10 - 09.40 | Experience: The Heart of a New Category Jolie Hellings, Branding Director, Microsoft Surface, USA |
| 09.40 - 10.10 | Sound identity New means to identify differentiate and valorise brands Michael Boumendil, Chairman, Sixieme Son, France |
| 10.10 - 10.40 | Brand Experience from an ethnological perspective A revolutionary approach to embrace ever-changing user behaviors Chistophe Rebours, CEO of In Process, France |
| 10.40 - 11.00 | Discussion |
| 11.00 - 11.30 | Refreshment break |
| 4. The Role of Market Research in Brand Issues | |
| 11.30 - 12.00 | Brands and brand portfolio Strategy issues and the role of marketing research Philip De Wulf, Managing Fellow, Psylogy, Belgium Anneke Sipkens, Former VP Innovation & Global Brands Sara Lee Corporation, Netherlands |
| 12.00 - 12.05 | Q & A |
| 12.05 - 12.45 | PANEL DISCUSSION IT’S A BRAND NEW WORLD! An interactive debate about the role of market research in the future of successful branding Moderated by: Mark Whiting, Director of Marketing Intelligence Services, Moët Hennessy, France Panel: Philip De Wulf, Managing Fellow, Psylogy, Belgium Jolie Hellings, Branding Director, Microsoft Surface, USA Gilles Pacault, Vice-President, Prodimarques, France |
| 12.45 - 12.55 | PROGRAMME SUMMARY Mark Whiting, Director of Marketing Intelligence Services, Moët Hennessy, France |
| 12.55 - 13.00 | CLOSING |
| 13.00 - 14.00 | LUNCH |
KEEP ME INFORMED |