panels

Panel I: Emerging markets: Tailoring your offer for the world's fastest growing economies
Most products and services have reached maturity in the so-called "First World". Growing opportunities come from countries that have not only showed signs of economic potential, but have merged into global consumption patterns. This panel explores how different companies have successfully leveraged their local expertise to address consumers in these rising markets.

Confirmed panellists:
• Garvin Brown, Brand Director - Jack Daniels, Brown-Forman Company
Garvin Brown is the Vice-President, Brand Director for Jack Daniel's in Europe, Africa and Eurasia, and has recently been appointed to Brown-Forman’s
Board of Directors. He joined the company in 1996 in sales at the New York office. Since that time, he has worked in a regional marketing role for the company’s wine brands in the Northeast, as well as corporate capacities at Brown-Forman's headquarters in Louisville, including as the Director, Office of the CEO.
A native of Montreal, Garvin holds a B.A. in Political Science and History from McGill University, an M.A. in Political Science from the University of British Columbia, and an M.B.A. from London Business School. He and his wife live in London with their two children.
• Neil George, Brand Marketing Manager for Developing Markets, Reckitt Benckiser plc

Neil is a consumer marketing specialist with significant experience at two of the leading FMCG majors – Procter & Gamble and Reckitt Benckiser.

He has had considerable dealings with developing markets including Indonesia, India, South Africa, Pakistan, Middle East, Brazil and Mexico.

His expertise lies in delivering innovative and practical marketing solutions; especially exploiting consumer research to its full potential, new product development and launches, building brand equity, TV advertising, and managing new market entries.

 He has written over twenty articles on marketing and retailing, and is an experienced marketing trainer and speaker at various marketing events including the ‘Middle East Brand Manager’s Forum’.

 

• Mary Kallaher, Vice-President, Country Manager, Emerging Markets, Discovery Networks Europe.

Mary joined Discovery in March 2005, since when she and her team have grown the emerging market business more than 60%.

Mary began as a consultant for McKinsey before joining MTV Networks.  At MTV, she was responsible for strategy and business development for VH1 and CMT, launching content onto mobile platforms and heading the post-merger integration of CMT into MTV.  She then moved to MTV UK, leading the repositioning of VH1 UK and developing both the new media strategy and an interactive channel.  She also developed and implemented ad sales and programming strategies at Turner’s Viva TV, and led the turnaround of InterActive Corp’s two UK cable networks.

 Mary has a BA in English Literature from Princeton and an MA in Philosophy from Columbia.

• Piyul Mukherjee, Marketing Consultant - Proact

Piyul Mukherjee  has eighteen years’ experience dealing with Indian customers’ relationship with catagories and concerns including skin, oral & hair care, fertilizers,  jewelry,  insurance, banking,  computers,  mobile phones,  home care,  pension plans, and even AIDS -  for  global clients such as Nokia, HP, Unilever, HSBC,  HDFC Standard Life, The Diamond Trading Corporation, WHO, Hallmark Cards and  Star TV.

 She co-authored the ‘Hot Buttons that Trigger the Nation’ paper, one of the highlights of the international ‘Excellence in Consumer Insights’ conference. She also recently chaired the session  ‘Engaging Consumers around the Globe’, at  an ESOMAR conference on  ‘The Power of Imaginative Solutions’. Her paper ‘No Goodbyes for Tata’ received the Best Paper Presented award at the worldwide biennial AQR-QRCA  qualitative research conference in April 2005.

• Patrik Oqvist, EMEA Marketing Director - Hotels.com, Expedia

After graduating in economics from Warwick University, Patrik joined Procter & Gamble, working on Fairy Liquid and Oil of Olay, and overseeing the name change to Ulay.

From 1999, Patrik worked on the launch and floatation of Moneyextra.com, the second internet company to join the London Stock Exchange.  He also worked on the purchase and integration of Moneyworld, Britain’s first financial site.

 In 2001, Patrik moved to AirMiles, heading marketing and overseeing its transition from a loyalty to a “travel company”, as well as launching the enormously successful Great AirMiles Giveaway.

In 2003, Patrik became head of Marketing Europe for Yahoo! Search and launched its search technology, pitting it against Google.

At Hotels.com, Patrik oversees marketing for the EMEA region, and is currently directing an aggressive roll out of new sites.

Panel Moderator

 

• Patrick Barwise, Professor of Management and Marketing, London Business School

Patrick Barwise is Professor of Management and Marketing at London Business School and coauthor (with Seán Meehan, IMD, Lausanne) of Simply Better (HBS Press, 2004: www.simply-better.biz), winner of the American Marketing Association’s 2005 Berry-AMA Prize for the best recent book in marketing.  He joined London Business School in 1976, having spent his early career with IBM.  His previous publications include books on Television and its Audience, Accounting for Brands, Strategic Decisions, Predictions: Media, and Advertising in a Recession, as well as numerous papers and articles on brands, consumer and audience behaviour, marketing expenditure trends, and new media.  In 2004, he led an independent review for the UK government of the BBC’s digital television services.  He is also a Fellow of the Sunningdale Institute, a government think tank and virtual academy on public service management, and a previous deputy chairman of the UK consumer organization Which?.
Panel II: Managing a global brand: A corporate perspective
Brands are the pivotal point of contact with customers. Through the brand experience, corporations communicate their values, create business relationships, and constantly exchange information with different stakeholders. This panel explores the implications of global brand management from a corporate perspective, its effects on overall strategy, and the challenges of meeting shareholders expectations.
• Bernd Alpeter, Senior Partner - Monitor
Bernd Altpeter is currently Global Account Manager at Monitor’s Marketing Strategy Group, M2C.
In a nineteen year career, Bernd has been CEO at Foot Cone Belding, Global Business Director at J. Walter Thompson Worldwide and Global Account Director at Ogilvy & Mather. His marketing experience covers industries ranging from Semiconductor and Financial Services to Automotive and FMCG’s, with a particular focus on developing marketing driven growth strategies and building global brands. He joined Monitor in 2003 and is currently responsible for Continental Europe. He has written a number of articles – the most recent of which compared the importance of managing reputations for owner-led versus management led companies (FT Germany 2005).

• Justin Basini, European Brand Director - Capital One
Justin is head of brand strategy and communications for Capital One in Europe, having previously led marketing and communications for Global Banking at Deutsche Bank.

Justin started at Procter & Gamble, working in the European, then Global Health and Beauty Care business. After moving to Added Value, a WPP brand and marketing consultancy, he helped launch the London operation of Differ, the Swedish brand management consultancy. At Added Value and Differ, he worked on a range of brand and marketing issues for start-ups and blue-chips: including Mars, Shell, and Ericsson. Justin has written on many marketing, branding and channel issues, and is a regular speaker at London Business School. He has a first class degree in Biochemistry with Molecular Biology and Biotechnology from Bristol University.

• Sean Cornwell, European Product Marketing Manager - Adwords, Google
Sean is the European Product Marketing Manager for Adwords for Google where he is responsible for launching new advertising-related
products and inititives in Europe. Prioir to Google, Sean was founder and CEO of the tech news sites DMeurope.com and
Digitalmediaasia.com. Since 1999, he has been involved in the running of online media and information companies, developing new media and online marketing strategies. Sean has a BA in Political Sciences from Cambridge and an MBA from INSEAD.

•Marco Forato, Senior Vice President Millward Brown Optimor

Marco Forato started at Booz Allen & Hamilton in Brazil before moving to Mitchell Madison Group / US Web in New York.

Before joining Millward Brown Optimor, he was Senior Director of Brand Analytics at FutureBrand UK.  Prior to that, he was an Engagement Director in FutureBrand’s NY office, where he helped clients develop their brands and link them to financial performance,

Before FutureBrand, Marco was a director at two technology holding companies, Puntocom Holdings and Spydre Labs, where he invested in and managed a variety of subsidiaries, serving in different positions ranging from VP of Business Development to Country Manager.

He has an MBA from Darden and a BS in Mechanical Engineering from E.E. Mauá. He is married and lives in London

• Haluk Kulin, Global Brand Director – Sunsilk, Unilever plc

Haluk is currently responsible for the brand strategy for the €1 Billion personal hair care product, Sunsilk.

He began as brand manager on Snuggle, transforming a low market share brand into a profit within twelve months and delivering annual growth rates of 45%.  It has since become the market leader.  After moving to competitive intelligence, he rose to regional brand director on Omo, recovering market leadership on a brand that was voted the most famous and preferred in Turkey in 2000.  In 2001 he was co-architect of the Dirt is Good strategy, unifying Omo’s marketing operations, delivering double digit growth and record profits; a program that is still referenced as best practice amongst employees and management.

He worked in Istanbul until 2001, has worked in London thereafter.
Panel Moderator  

• John Roberts, Professor of Marketing, London Business School

John Roberts holds a joint appointment as Scientia Professor of Marketing at the Australian Graduate School of Management in Sydney and Professor of Marketing at the London Business School.  He holds a Ph.D. and M.Sc. from M.I.T. and M.Com. and B.A. (Hons.) from the University of Melbourne.  John has won many international prizes including the American Marketing Association’s John Howard Award for the top Doctorate in the U.S., its William O’Dell Award for the most influential piece of research published in the Journal of Marketing Research five years previously, and its Advanced Research Techniques Forum Best Paper Award. His research interests include marketing strategy, branding and new products, and models of consumer behaviour.  John has twelve years experience as a senior marketing director.  He has also undertaken extensive consulting and the company that he founded, Marketing Insights Pty Ltd, is now a part of A C Nielsen.  He has visited at the Stanford University, M.I.T., the University of Hamburg, and the Hong Kong University of Science and Technology.  At the AGSM he is a recipient of the Distinguished Teacher Award and Distinguished Researcher Award.  John is an Academic Trustee of the Marketing Science Institute, based in Cambridge, Ma.
Panel III: Marketing trends: Reaching the global consumer through new media and marketing tools
It is said that the only constant is change. This proves most true for the volatile global customer. Markets are changing faster and drastically more than ever before due to today’s extensive media proliferation and information exchange.
This panel explores how marketing tools and techniques have been adapted in order to maintain their relevance under new conditions and highlights emerging methodologies for the future. Confirmed panellists:
• Claire Enders, Founder and CEO - Enders Analysis
Claire Enders started Enders Analysis in 1997. She previously worked in senior corporate development and strategy roles in all sectors of the UK entertainment industry (including cable, television, satellite television and music). Enders Analysis is one of the leading independent research companies in the UK and focuses on analysing significant issues in fixed and mobile telecoms and media, not only in the UK, France and Germany, but also Japan and the US.
Major companies in both sectors subscribe to its research, as do many of the world's leading fund managers and hedge funds.

• Rob Day, Business Director – ZenithOptimedia

For the past 11 years Rob has been immersed in the Media Agency world,
having previously gained experience across both advertising sales and retail.
He has worked with a variety of clients: including British Airways, L'Oreal Luxury Products, Siemens Mobile, and the National Blood Service.  This has given him considerable experience in connecting a wide variety of consumers to differing business models.
As Business Director, he is directly involved in driving clients’ communications planning, budget-setting and RoI - as illustrated by the IPA Effectiveness Award 2004 for BA 'Climbing above the Turbulence'.
He is particularly interested in the dramatic changes occurring across the consumer and communications' landscapes, especially the impact of the resurgent Web2.0.
His outside interests include good food, music, architecture and horse-riding.

• Salo Himmelstern, Director of International Partnerships – American Express
Salo Himmelstern is Director of International Partnerships for American Express. Salo has been in this role since November 2004, leading the development and execution of strategy for co-brands and other partnerships across the international consumer business.
Salo joined American Express in March 2002 as Senior Manager for International Partnerships. Prior to this, Salo obtained an MBA from SDA Bocconi, graduating in December 2001.
Prior to his MBA, Salo held the position of Vice President, Business Development, Latin America for Deltathree, a pioneer in the Voice over the Internet sector (VoIP). In this role, he was responsible for the expansion of the company throughout Latin America, helping it meet the requirements for its successful IPO in November 1999.
• Jamie Mitchell, Marketing Director - Innocent Drinks
Prior to innocent, Jamie was managing partner and co-founder of Vesta Group. A part-time lecturer in Entrepreneurship at London Business School, he sits on the boards of E-Government Solutions, Frontiers Capital and Brunel University. He has an MBA from Harvard Business School and a BA from Oxford. Past jobs include number crunching at McKinsey and speech writing at the CBI.
Innocent currently has a 59% market share of the UK smoothie market, and is aiming for a £65million turnover this year. Its marketing awards include Best European Sales Promotion at the 2005 Institute of Sales Promotion Awards and Marketing campaign of the Year for small to medium sized business at the 2005 Marketing Society Awards.

•Malcolm Wilkinson, Director - Deloitte

Malcolm leads Deloitte's marketing effectiveness practice, focused on helping organisations to gain better control and provable return from their marketing spend, and on helping to build organisational capability to enable marketing functions to adapt to the challenges of new media.
He has 15 years' experience of developing customer and market strategy and leading major organisational change programmes, principally in the consumer business industry.

Panel Moderator  

• Greg Orme, Chief Executive - Centre for Creative Business

Greg Orme is the Chief Executive of the Centre for Creative Business, a joint venture between Europe’s best business school, London Business School, and Europe’s biggest creative university, University of the Arts London. His leadership has been recognised by government and industry leaders as major factor in improving performance in the UK’s media, marketing and creative industries. Greg is a regular commentator and writer in national media on creative leadership and management and sits on the UK government’s Creative Economy Programme. He has been a strategy consultant, entrepreneur, and national TV producer.  He holds an MBA from the London Business School and is both creative and analytical in his approach to helping creative businesses.



12 May 2006