INAUGURAL TOTAL MARKET INDUSTRY CONFERENCE AND CROSS-
CULTURAL MARKETING AND COMMUNICATIONS ASSOCIATION LAUNCH
SEPTEMBER 9...
SOCIAL MEDIA
@THECCMCA
#TOTALMARKET
#THECCMCA
THANK YOU
OUR PARTNERS
PLANNING
ADVISORS
OUR AGENDA
PURPOSE
PROVIDE CLARITY
INNOVATION
COLLABORATION
PROVIDE CLARITY
MISSION:
TO BECOME THE ASSOCIATION FOR TOTAL MARKET
ENTERPRISE™ AWARENESS, EDUCATION, TRAINING
AND CERTIFI...
WHAT IS A TOTAL MARKET?
12
A REFRAMING OF THE INDUSTRY & SERVICE
REVENUE MODEL IS REQUIRED
Insights
Pros
Cons
+ =
Attitude & behavior
Efficient fo...
TOTAL MARKET
VALUATION
ORGANIZATION
DESIGN &
PARTNERSHIPS
EXPERIENCE & 	

ENGAGEMENT
BIG DATA & 	

EFFECTIVENESS
CERTIFICA...
PROVIDE CLARITY
INNOVATION
COLLABORATION
PROVIDE CLARITY
JEFF YANG
THE FUTURES
COMPANY
SVP, TRENDS AND
FUTURES
HEAD OF
MULTICULTURAL
INSIGHTS
CROSS - CULTURAL
ROUNDTABLE VIDEO
PROVIDE CLARITY
JAMES DIX
WEDBUSH
SECURITIES
SR. RESEARCH
ANALYST
PROVIDE CLARITY
DAVID BURGOS
MILLWARD BROWN
VP OF CULTURAL
STRATEGY
CO-CHAIR FOR THE
ARF’S PEOPLE
FORUM	

JEFFREY BOWMAN
O...
LUNCH BREAK
PROVIDE CLARITY
INNOVATION
COLLABORATION
INNOVATION
WHAT IS A TOTAL MARKET
ENTERPRISE™?
INNOVATION
JAVIER FARFAN
PEPSICO
SR. DIRECTOR OF
CULTURAL
BRANDING
LIZETTE WILLIAMS
KIMBERLY – CLARK
CORPORATION
SR. BRAND...
WORKPLACE AND ORGANIZATION
DESIGN
INNOVATION
TANYA ODOM
THE FUTUREWORK
INSTITUTE
DIRECTOR OF
INNOVATION
GREG KUCZAJ
TOWERS WATSON
SENIOR
CONSULTANT
CUSTOMER EXPERIENCE AND
ENGAGEMENT
INNOVATION
VICTOR PAREDES
LATINWORKS
SVP, STRATEGIC
BUSINESS
DEVELOPMENT
CARREE SYREK
KINETIC SOCIAL
CHIEF
STRATEGY
OFFICER
ENTERPRISE TECHNOLOGY AND
EFFECTIVENESS
INNOVATION
TOM HANNIGAN
OGILVY & MATHER
VICE PRESIDENT,
SENIOR DIRECTOR
OF CRM
Empowered consumers have changed marketing
as we know it
•  Today, consumers engage brands 24/7/365 across
multiple channe...
Investing in marketing technology is a top priority on CMOs “must
do” list
Source: “From Stretched to Strengthened” IBM Gl...
However, marketing organizations are grappling with getting the
most from their investments
Source: “From Stretched to Str...
The role of marketing is evolving to address this changing
environment
Marketing
•  Target my “best” customers
•  Scale wi...
The capabilities of marketers needs to expand to bridge
the gap between IT and Marketing
IT
•  Core platforms
•  Database ...
Challenges from a Total Market Perspective
•  Cultural indicators on databases are imperfect
•  Language preference doesn’...
Opportunities from a Total Market Perspective
•  Targeting around culturally relevant events, lifestage
changes, family mo...
PROVIDE CLARITY
INNOVATION
COLLABORATION
COLLABORATION
COLLABORATION
VITA HARRIS
DRAFTFCB
WW CHIEF
STRATEGY OFFICER
DAY 2 ASSIGNMENT
ROOFTOP RECEPTION AND
NETWORKING
THE INAUGURAL TOTAL MARKET INDUSTRY  CONFERENCE  AND CROSS-CULTURAL MARKETING AND COMMUNICATIONS ASSOCIATION LAUNCH
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THE INAUGURAL TOTAL MARKET INDUSTRY CONFERENCE AND CROSS-CULTURAL MARKETING AND COMMUNICATIONS ASSOCIATION LAUNCH

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Sept. 9th, 2013 marks the launch of a new marketing and communications association, The Cross-Cultural Marketing and Communications Association (www.theccmca.org ). The association presented the industry's first Total Market Conference. The summary presentation provides an overview of the content presented on day one of a two day conference.

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Transcript of "THE INAUGURAL TOTAL MARKET INDUSTRY CONFERENCE AND CROSS-CULTURAL MARKETING AND COMMUNICATIONS ASSOCIATION LAUNCH"

  1. 1. INAUGURAL TOTAL MARKET INDUSTRY CONFERENCE AND CROSS- CULTURAL MARKETING AND COMMUNICATIONS ASSOCIATION LAUNCH SEPTEMBER 9TH AND 10TH, 2013
  2. 2. SOCIAL MEDIA @THECCMCA #TOTALMARKET #THECCMCA
  3. 3. THANK YOU
  4. 4. OUR PARTNERS
  5. 5. PLANNING
  6. 6. ADVISORS
  7. 7. OUR AGENDA
  8. 8. PURPOSE
  9. 9. PROVIDE CLARITY INNOVATION COLLABORATION
  10. 10. PROVIDE CLARITY MISSION: TO BECOME THE ASSOCIATION FOR TOTAL MARKET ENTERPRISE™ AWARENESS, EDUCATION, TRAINING AND CERTIFICATION
  11. 11. WHAT IS A TOTAL MARKET?
  12. 12. 12 A REFRAMING OF THE INDUSTRY & SERVICE REVENUE MODEL IS REQUIRED Insights Pros Cons + = Attitude & behavior Efficient focus on commonalities Adaptation lacks relevancy Ethnic attitudes & behaviors Deep insights Focus on differences Highly targeted Scale Under funded Cross-cultural Efficient & effective Focus on differences & commonalities Organization complexity Enterprise Transformation MULTICULTURAL TOTAL MARKETGENERAL MARKET MULTICULTURAL TOTAL MARKET SOURCE: OGILVY CROSS – CULTURAL PRACTICE
  13. 13. TOTAL MARKET VALUATION ORGANIZATION DESIGN & PARTNERSHIPS EXPERIENCE & ENGAGEMENT BIG DATA & EFFECTIVENESS CERTIFICATION TOTAL MARKET ENTERPRISE ™ (TME)
  14. 14. PROVIDE CLARITY INNOVATION COLLABORATION
  15. 15. PROVIDE CLARITY JEFF YANG THE FUTURES COMPANY SVP, TRENDS AND FUTURES HEAD OF MULTICULTURAL INSIGHTS
  16. 16. CROSS - CULTURAL ROUNDTABLE VIDEO
  17. 17. PROVIDE CLARITY JAMES DIX WEDBUSH SECURITIES SR. RESEARCH ANALYST
  18. 18. PROVIDE CLARITY DAVID BURGOS MILLWARD BROWN VP OF CULTURAL STRATEGY CO-CHAIR FOR THE ARF’S PEOPLE FORUM JEFFREY BOWMAN OGILVY & MATHER SR. PARTNER, MANAGING DIRECTOR CROSS-CULTURAL PRACTICE LEAD
  19. 19. LUNCH BREAK
  20. 20. PROVIDE CLARITY INNOVATION COLLABORATION
  21. 21. INNOVATION
  22. 22. WHAT IS A TOTAL MARKET ENTERPRISE™?
  23. 23. INNOVATION JAVIER FARFAN PEPSICO SR. DIRECTOR OF CULTURAL BRANDING LIZETTE WILLIAMS KIMBERLY – CLARK CORPORATION SR. BRAND MANAGER
  24. 24. WORKPLACE AND ORGANIZATION DESIGN
  25. 25. INNOVATION TANYA ODOM THE FUTUREWORK INSTITUTE DIRECTOR OF INNOVATION GREG KUCZAJ TOWERS WATSON SENIOR CONSULTANT
  26. 26. CUSTOMER EXPERIENCE AND ENGAGEMENT
  27. 27. INNOVATION VICTOR PAREDES LATINWORKS SVP, STRATEGIC BUSINESS DEVELOPMENT CARREE SYREK KINETIC SOCIAL CHIEF STRATEGY OFFICER
  28. 28. ENTERPRISE TECHNOLOGY AND EFFECTIVENESS
  29. 29. INNOVATION TOM HANNIGAN OGILVY & MATHER VICE PRESIDENT, SENIOR DIRECTOR OF CRM
  30. 30. Empowered consumers have changed marketing as we know it •  Today, consumers engage brands 24/7/365 across multiple channels & platforms •  Marketing in a digital world requires brands to deliver frictionless consumer experiences between the offline and online world, engaging consumers seamlessly, enabling interactions with brands effortlessly
  31. 31. Investing in marketing technology is a top priority on CMOs “must do” list Source: “From Stretched to Strengthened” IBM Global Chief Marketing Officer Study 2011, www.ibm.com/cmostudy2011
  32. 32. However, marketing organizations are grappling with getting the most from their investments Source: “From Stretched to Strengthened” IBM Global Chief Marketing Officer Study 2011, www.ibm.com/cmostudy2011
  33. 33. The role of marketing is evolving to address this changing environment Marketing •  Target my “best” customers •  Scale within marketing programs •  Communicate more frequently •  Show me results & insights The Gap •  The role of marketing is changing as marketing technology and data appear on the CMO’s agenda. •  IT departments have historically built and operated these platforms in a silo. •  Marketers have been challenged to understand how to fully leverage marketing technology and data into their marketing programs. •  Those organizations who figure out how to fill the gap will have a significant strategic advantage. IT •  Core platforms •  Database design •  Data transfer/load •  Software deployment •  UAT •  Software Training
  34. 34. The capabilities of marketers needs to expand to bridge the gap between IT and Marketing IT •  Core platforms •  Database design •  Data transfer/load •  Software deployment •  UAT •  Software Training Strategic Capabilities •  Produce strategy & creative work for marketing programs. •  Integrate work into the overall brand/ marketing strategy. Operational Capabilities •  Turn marketing requirements into programs in marketing automation software •  Know the data and consumer profiles •  Set up standardized processes •  Continuous optimization •  Scale across brands and markets Marketing •  Target my “best” customers •  Scale within marketing programs •  Communicate more frequently •  Show me results & insights
  35. 35. Challenges from a Total Market Perspective •  Cultural indicators on databases are imperfect •  Language preference doesn’t equate to level of acculturation •  “Big brother” factor
  36. 36. Opportunities from a Total Market Perspective •  Targeting around culturally relevant events, lifestage changes, family moments •  Geographic and location-based targeting •  Using response data to build predictive models
  37. 37. PROVIDE CLARITY INNOVATION COLLABORATION
  38. 38. COLLABORATION
  39. 39. COLLABORATION VITA HARRIS DRAFTFCB WW CHIEF STRATEGY OFFICER
  40. 40. DAY 2 ASSIGNMENT
  41. 41. ROOFTOP RECEPTION AND NETWORKING

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