This is one of Sator\'s products. It is the main seminar in Brazil dealling with responsible communication. The most influential key players have shown their support to Unomarketing. Join us if you can!
2nd UNOMARKETING – RESPONSIBLE COMUNICATION
September 28th – 29th 2010
Fecomercio – São Paulo / SP, Brazil
THE GREEN EVENT
Sator is an event promoter whose mission is to offer innovative, conscious, transforming
solutions for organizations and individuals committed to attitudes that guarantee the
balance between economic and social‐environmental development.
The undertaking of this event evidences Sator’s mission because it arises from the premise
that relationships that companies make with the market are constituted in the social
context and, therefore, none of us, on our own, are able to solve all the questions that are
placed before us as the greatest challenges of our time; which the next generations
depend on our dedication to solve.
The Green Event is a Sator initiative to transform the events we organize into sustainable
ventures. A Green Event takes into account sustainable decisions in the planning,
execution and post event phases. Actions may include any of the following: training
volunteers and event service providers, waste management during the event and other
promotional actions to increase the social environmental awareness of visitors and
participants and finally a compensation of all greenhouse gases is calculated through a
detailed research and report. The green event is not an award nor seal but rather a
concept of corporate responsibility.
Unomarketing is an invitation to expand one’s awareness in relation to the role and the place of each
individual in the immense and complex web that makes up the market of Communication and Marketing
and the sectors role in social and environmental issues. It is an opportunity to find your place in this great
challenge, shared by all and each one of us, to conduct and develop sustainable practices. Unomarketing
brings into light the corporate need for transparency within the corporate communication market.
brings into light the corporate need for transparency within the corporate communication market
The Unomarketing Seminar brings together marketing and communication professionals to discuss new
ideas, actions and concepts with service providers and consumers on Setember 28th and 29th, 2010 in
São Paulo, Brazil at Fecomercio.
1st Panel : Beyond words: am I committed to my personal responsibility?
2nd Panel : Creative processes plus values, sensations and emotions: quality and commitment to the results.
3rd Panel: Reputation, value and public perception: actual results and impact of conscious content.
3rd Panel: Reputation value and public perception: actual results and impact of conscious content
4th Panel : Ethics and education to create a culture of values.
5th Panel: New technologies, velocity and power.
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6th Panel: Technological convergence and the new consumer.
7th Panel: Civil participation and strategic communication.
7th Panel: Civil participation and strategic communication
8th Panel: Youth interactions with media.
ENTREPRENEURSHIP • The Social Entrepreneurship Forum was a held parallel to Unomarketing and
O U focused on the topic “Is what we offer in crisis or is the crisis a result of few
people thinking in solutions to the questions that we face?”. The event provided
an unique opportunity for the marketing and communication professionals to get
to know social entrepreneur projects.
1st Panel: New medias and community activities.
How these great interactive possibilities can
contribute to reaching our mission.
2nd Panel : SOCIAL CPM : Social cost per thousand.
What are our control mechanisms and what can we do 3rd Panel : Alliances with the government. What are the
to balance the investments that a company makes in our main questions that need to be solved for our alliance
projects and campaigns to say that they are investing in
p g y y g with the government to strengthen our efforts and
our projects? provide better results to the public?
CITY OF DREAMS
Th event also h d a trade show area that i i d the visitors to an experience where i b
l had d h h invited h i i i h it became
possible to believe that the city of dream could become reality through simple daily actions.
The stands and rows that the visitors walked through were not symmetrical and usual but they were
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laid out in an organic fashioning like a new city filled with small streets.
The Kindness Cycle at Unomarketing in partnership with Umbigo do Mundo agency.
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Small gestures, together, make a big difference.
This was the purpose of which was put into practice during the event with gifting activities
Unomarketing invited participants to renew their preconceived concepts and show that small
gestures really do make a difference.
And let’s go, one kind act at a time, build a better world to live in!
IN THE MEDIA
MEDIA PLAN PRESS AGENCY RESULTS
• 28 advertisements run • 81 total clipping
• 18 web banners through partner sites • 8 printed – 4 being in media vehicles with large
circulations (Valor Economico, Folha de São Paulo, Globo
• 12 web banners posted by non‐partners and Gazeta Mercantil)
• 75 thirty second spots on Rádio Eldorado • 73 online clippings
• 57 e‐mail broadcasts • R$ 1,105,504: Approximate value of clippings (printed
• Pamphlet of the event in the Revista Época
• 5.766 cm of total clipping
“I have participated in many of these seminars and
“I h ti i t d i f th i d
I tell you that this is the one that has moved me
the most.” ‐ Rosa Alegria
“In the 20th century, man began to notice that development produces
transformations that impact the environment and were able to foresee
the limit of this development model that increasingly burns fossil fuels,
in an unsustainable manner.” ‐ José Goldemberg
“The structure of this congress, in line with the four Ken Wilber
quadrants certainly contributes to give an expanded vision of how
human systems transform and evolve.” ‐ Adolfo Jarrin
QUOTES “There doesn’t exist a separation between what
we feel, think and the fruit of being, feeling and
acting. It is an absolute unity.”
“It is all the same thing, what we are doing here is
b i into the universe.”
h i ”
– Christina Carvalho Pinto
“Personal values and commitment are changing markets ”
“Certification will lead products to develop ethical qualities.”
“The most successful campaigns are those that have the highest moral
values involved ” – Michael Conroy
“Esthetic is ethic.”
“Communication is much more like an identity exercise than
manipulation of the form and of the packaging, to say that life is one
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way when in reality it is another.” ‐ Ricardo Guimarães
UNOMARKETING – RESPONSIBLE COMMUNICATION &
UNOMARKETING RESPONSIBLE COMMUNICATION &
PLATFORM LAUNCHING 2010
RESEARCH BY MAPPING
UNOMARKETING PORTAL TENDENCIES AND KEY PLAYERS
UNOMARKETING SEMINAR DEVELOPMENT OF REPORTS
PLATFORM OBJECTIVE: Be h
PLATFORM OBJECTIVE B the main reference point f
i f i for communication in relation
i i i l i
to sustainability practices and present relevant, dynamic content to the
communication and marketing professionals, therefore creating new cultural
values for corporate communication created based on the exchange of information,
for corporate communication created information,
experiences, cases and content.
UNOMARKETING PORTAL LAYOUT (IN DEVELOPMENT, SUBJECT TO CHANGES)
UNOMARKETING PORTAL LAYOUT (IN DEVELOPMENT SUBJECT TO CHANGES)
Thematic rooms with the
Seminar Consumption; Certification
Information and Seals; Sustainable Brands;
Strategies in Communicating
Sustainability and Sustainable
Guest columnist area, names
confirmed: Hiran Castello
Branco, Ricardo Voltolini,
Rodrigo Bandeira, Dr. Michael Unomarketing
Conroy e Ismael Rocha Community with active
participation of the
members in forums and
Recommendation of online researches
Reference and actions recommendations,
developed by organized by type, to
communication and support and inspire
marketing entities. our own projects
The Unomarketing Portal will be an online network focusing on communicating
sustainability throughout our markets with tendencies, cases, videos, news and services. All
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this will work together to consolidate our responsible roles to foment sustainable practices.
Unomarketing Digital Media Unomarketing Digital Networking
Within the portal we will have the Digital Networking tool, an online relationship based
system that will allow you to develop professional ties to service providers, buyers and all
the participants of Unomarketing.
INEDITED MAPPING OF THE MARKETS TO DEVELOP THE
INEDITED MAPPING OF THE MARKETS TO DEVELOP THE
MAPPING OF TENDENCIES MAPPING OF KEY PLAYERS
•Research of tendencies of marketing and •Thematic cluster identification from the tendencies
communication that were identified.
•Elaboration of an evidences matrix that • Research to identify organizations and people that
will unite the most relevant tendencies make up these clusters
Development of a dynamic map showing the relationships between the key players with names
and cases studies involved in these global tendencies
cases studies in these global tendencies.
Mapping partnership with Luiz Bouabci.
Luiz Bouabci is involved with the complexity of networks. Obtained a masters degree in
Sustainability at Fundação Politécnica da Catalunha; his thesis was titled “ Sustainability – The
Networks Are The Way”. He obtained his bachelors degree in law and studied in Baker &
McKenzie in San Diego California for a time He also worked in the research and content team at
in San Diego, California for a time. He also in the
Amana‐key and coordinated the networks area of Ashoka – Social Entrepreneurship. He
currently is at the front of Mobconsult working with the complex mapping of human networks.
UNOMARKETING REPORTS – RESPONSIBLE COMMUNICATION
REPORT TOPICS 2010
Responsible Consumption March
Certification and Seals April
Sustainable Brands May
Responsible Communication Strategies June
Sustainable Design July
Sustainability and Digital Communication August
Unomarketing 2010 Edition
2010 Edition September
Unomarketing Reports Partner: Ricardo Voltolini
Ricardo Voltolini is a journalist and consultant specialized in sustainability; publisher of the
magazine Ideia Socioambiental and director of the consulting company Ideia Sustentável:
Estratégia e Inteligência em Sustentabilidade (Sustainable Idea: Sustainability Intelligence
Date: Setember 28th – 29th, 2010 – Venue: Fecomercio – São Paulo,SP, Brazil
Inspired by the Ken Wilber Integral
INDIVIDUAL INDIVIDUAL Framework concept the methodology was
INTERIOR EXTERIOR adapted by Sator for the subjects of the
Technology Seminar. The subject matter th f
S i Th bj t tt therefore
Neurosciences and integrates different fields of knowledge
(science, philosophy, art, ethics and
Psychology spirituality), bringing these concepts adapted
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to the Communication and Marketing sectors
COLLECTIVE COLLECTIVE with the goal to create a world view that will
INTERIOR EXTERIOR bring about the development of a new culture
Fashion Media Social environmental
Social environmental between th communication and marketing
b t the i ti d k ti
Consumption, responsibility, professionals and the world in which it plays
an important role and subsequently creating
Cultural values and organizations,
Organizational Participation and
new approaches in facing the challenges that
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culture Leadership our planet and society faces.
1st PANEL 3rd PANEL
Subject focused on Personal Subject focused on
Presentation of 2 Case Studies Presentation of 2 Case Studies
2nd PANEL 4th PANEL
Subject focused on Consumption, Subject focused on Social Responsiblity,
Media, Values and Culture Mobilizations, Third Sector,
Participation and Leadership
Analysis of Tendencies Sythesis of Commitments
Synthesis of Commitments Uno Pledge – Principles
September Indicators 2010/2011
Inspirator Keynotes Inspiring speech
Bring other points of view to enrich the
Guide debates around the focus
Synopsis “Listen” to the crowds reaction and the
catalysts, reflex, groups not represented and ask
Resonance Box mirror questions
Case Studies’ Dynamics
Company Case Company Case
Study 1 Study 2
Objectives: Verify through
the experience of each
Corporate Communication representative if the cases
/ Press Representative presented have questions
(challenges qualities and
potenial) in common, such
Marketing Representative as if the case use different
means of communication
and if it transmits clearly the
Civil Society company’s values.
Tendency Analysis / Sythesis of Commitments / Indicators
Objectives: Present tendencies, synthesis of the day and presentation of the sustainability
indicators for propaganda.
Uno Pledge – P i i l f 2010 / 2011
U Pl d Principles for 2010 / 2011
Based on what was presented at Unomarketing, principles will be defined for the communication
and marketing professionals with goals to be reached by December 2011.
SUGGESTED KEYNOTE SPEAKERS
SUGGESTED KEYNOTE SPEAKERS
South African consultant, author of the book “Development Practitioners and Social Process ‐ Artists of the
Derrick de Kerckhove
Doctorate of French and French Literature through the University of Toronto, Canada and "Doctorat du 3e
cycle in the
cycle" in the Art of Sociology through Tours University France Has lead for more than 20 years the McLuhan
Tours University, France. Has lead for more than 20 years
Program of Culture and Technology at the University of Toronto.
C. Otto Scharmer
MIT Professor and visitor professor of the Center for Innovation and Knowledge Research; Founding Member
of the SOL – Society for Organizational Learning. Co‐author of the book that brings the Theory of U in details.
Founder of SOL S i t f O
F d f SOL – Society for Organizational L
i ti l Learning; guru of K
i f Knowledge M
l d Management.
“What I want to say is that, the more we manipulate the less we
participate and the less we participate the more alone we are and
the more we participate the less we can manipulate. And I think, for
people in marketing, well for all of us actually, it is a very difficult
balance to maintain that relationship between manipulation and
participation; probably one of the most important things you must find
a balance in, which is a struggle.”