INTERNATIONAL CONGRESS OF DIRECT AND INTERACTIVE MARKETING MEXICO CITY OCT 9-10

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Data has transformed the marketing landscape forever.
It’s clear that our increasingly data-driven world is reshaping how consumers and brands engage, interact – and benefit from one another.
But the threats to the data-driven way of life are growing every day.
Meanwhile users of social networks keep growing daily, reaching more than one billon people that everyday share their most intimate data voluntarily on behalf of shared social experience.
We understand that we should make a balance between making people’s life easier and treating their data responsible. This is the renewed role of DIRECTA and the focus of this International Congress on Marketing.

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INTERNATIONAL CONGRESS OF DIRECT AND INTERACTIVE MARKETING MEXICO CITY OCT 9-10

  1. 1. FOR ENGLISH: HTTP://BIT.LY/DIRECTA2013ENGLISH
  2. 2. ADN DIRECTA MEXICAN ASSOCIATION OF DIRECT AND INTERACTIVE MARKETING THE ASSOCIATION OF THE RESPONSIBLE DATA DRIVEN MARKERETING A 2 BILLON DOLLAR DIRECT MARKETING AD SPEND IN MEXICO.
  3. 3. THE DATA DRIVEN FUTURE ‣ Data has transformed the marketing landscape forever. ‣ It’s clear that our increasingly data-driven world is reshaping how consumers and brands engage, interact – and benefit from one another. ‣ But the threats to the data-driven way of life are growing every day. ‣ Meanwhile users of social networks keep growing daily, reaching more than one billon people that everyday share their most intimate data voluntarily on behalf of shared social experience. ‣ We understand that we should make a balance between making people’s life easier and treating their data responsible.This is the renewed role of DIRECTA and the focus of this International Congress on Marketing.
  4. 4. WHO WILL ASSIST? ‣ Directors and managers of marketing, sales, and procurement of Fortune 500 companies. ‣ Owners and Presidents of medium and small size companies. ‣ Brand, promotion, direct marketing, CRM and Digital managers. ‣ Leaders of traditional advertising agencies as well as direct marketing, BTL and digital marketing. ‣ All those that are looking for ways to understand the direct and interactive business more deeply while complementing their own knowledge on complementary marketing skills.
  5. 5. KEY ELEMENTS ‣ Keynotes ‣ Special presentations and sessions. ‣ Success stories. ‣ 2013 Cannes Award Winners. ‣ AMAUTA Awards Gala. ‣ Networking Sessions. ‣ Industry showroom.
  6. 6. ESPAÑA MarketingDirecto.com JAVIER PIEDRAHITA Javier Piedrahita, is founder, publisher and editor of the first Spanish speacking portal on marketing, advertising and overall communications: MarketingDirecto.com. It started Antevenio's hand in 1999, when the bubble .Com was about to explode, increasing its presence on the Internet every year until today. His new venue is MarketingComunidad released in 2009. Today, the portal MarketingDirecto. Com has nearly 265,000 unique visitors, positioning itself as an industry leader in the field of both Hispanic and Spanish as close to since 9000 in the world ranking. Considered journalist and prestigious event speaker when it comes to marketing, advertising, and internationally ltechnology he provides truly independent information, direct and entertaining, with 2.0 technologies for todays digital environment. SPECIAL GUEST EL PROGRAMA PUEDE CAMBIAR SIN PREVIO AVISO WHICH IS THE REAL THREAT ON DATA PRIVACY?
  7. 7. WHICH IS THE REAL THREAT ON DATA PRIVACY? Es uno de los fundadores de Wikileaks y del movimiento cypherpunk, y autor de numerosos proyectos de software en línea con la filosofía cypherpunk, incluyendo el sistema de cifrado Rubberhose y el código original de Wikileaks. En su adolescencia se distinguió como «hacker ético», y posteriormente, durante los años noventa, por ser un activista y proveedor de servicios de internet en Australia. Actualmente, es un refugiado protegido por el gobierno de Ecuador, y reside en la embajada de este país en Londres. Es coautor, junto a Sulette Dreyfus, de Underground (Seix Barral, 2011), donde cuenta en primera persona la subversiva adolescencia del hacker más famoso del mundo. JULIANE ASSANGE Programador, periodista, hacker y activista de Internet australiano, conocido por ser el fundador, editor y portavoz del sitio web WikiLeaks. LOS ORGANIZADORES ESTAN RECIBIENDO PRESIONES PARA QUE NO PARTICIPE * VIA WEBCONFERENCE (REFUGIADO EN LA EMBAJADA DE ECUADOR EN LONDRES. ¿NOS DEJARAN ENTREVISARLO? SPECIAL GUEST
  8. 8. KEYNOTES EL PROGRAMA PUEDE CAMBIAR SIN PREVIO AVISO
  9. 9. KEYNOTE RON JACOBS (USA) AUTHOR & STRATEGIST Co-autor, con Bob Stone, de Successful Direct Marketing Methods, 8va edisión, el libro más vendido de marketing directo y digital, +250.000 copias en todo el mundo (Ingles, Ruso, Rumano, Francés, Español y Japonés). Ganador 2010 John Caples Award. Multichanel Program Jacobs & Stone De Paul University. Ex profesor Northwestern University. Presidente Jacobs & Clevenger. A NEW MARKETING FRAMEWORK FOR THE OMINICHANNEL MARKETING AGE How do organizations build and strengthen their bonds with customers in today’s marketing environment? Having a website and a social presence is not enough. In the always on Omnichannel Marketing world, email, social and mobile are the new centers of the marketing universe. While consumers expect to experience brands across multiple devices, marketers continue to be challenged to find ways to attribute the outcomes of t h e i r c o m m u n i c a t i o n investments. In his keynote presentation, author and marketing expert Ron Jacobs will demonstrate how marketers can re-imagine marketing and communications, while adopting the proven tools and techniques of direct marketing. Jacobs will show how marketers can identify the channels that their prospects and customers prefer, and converse across those channels remaining visible and transparent.
  10. 10. KEYNOTE SHOWN BURNS (US) AWARD-WINNING THOUGHT LEADER Global  VP  of  Digital  Marke2ng  SAP.   Sought-­‐a:er  public  speaker  on  Demand  Genera2on  and   Digital  Marke2ng.  Experienced  in  professional  services   and  high-­‐tech  (IT)  industries  in  NA,  LatAm  and  EMEA.   Leadership  and  exper2se  in  the  strategic  build  and  run  of   “Demand  Centers”  (tele,  data,  and  digital  shared   services). THE FUTURE OF DIGITAL MARKETING, PERSONALIZATION, MEDIA AND LEAD GENERATION H ow d o c o m p a n i e s t a k e advantage of the opportunities presented by the rapid advances in cloud, mobile and social technologies? The ‘toolkit’ for digital marketers today is nothing like it was just a few years ago and it continues to evolve at a rapid pace. Marketers need to be able t o l e v e r a g e t h e s e n e w technologies to drive deeper engagement with their customers and drive better business results.   While the technologies are now ‘real-time’, the rules for successful customer testing have not changed. Proper A/B tests require significant sample sizes, correct testing methodologies, proper hypotheses, etc. and most important, a marketing culture dedicated to testing their way to business success. In his keynote presentation, Shawn will share how digital marketing and the SAP ‘Test Lab’ are improving results one test at a time. This will open your eyes to the way new digital technologies and processes are changing the definition of marketing and will show you how to ignite your own online marketing results. Marketing departments from 1 to 100 people will learn how to create a digitally-driven, test-enabled marketing organization
  11. 11. KEYNOTE MARK GRINGELAND (US) SEASONED CUSTOMER EXPERIENCE EXECUTIVE Global  Chief  Marke2ng  Officer  of  TELETECH,   Also  responsible  for  driving  Corporate  Strategy  and   Product  Development.  co-­‐founder  and  Chairman  of   ShesConnected  Mul2media  Corp. Former  CEO  of  Wunderman  Europe,  Middle  East  and   Africa   SUPERIOR CUSTOMER EXPERIENCES ACROSS THE CUSTOMER LIFECYCLE TO DRIVE SHAREHOLDER VALUE TeleTech helps the world’s most successful companies design, build, implement and manage s u p e r i o r c u s t o m e r experiences across the customer lifecycle in o r d e r t o d r i v e shareholder value. As the go-to partner for the Global 1000, the TeleTech group of companies delivers technology-based solutions that maximize revenue , tr ansfor m customer experiences and optimize business processes. From strategic consulting to operational execution, our more than 42,000 employees drive success for clients in the communications and media, financial services, government, healthcare, t e c h n o l o g y , transportation and retail i n d u s t r i e s . O u r companies deliver award- w i n n i n g i n t e g r a t e d solutions in support of customer innovation, revenue generation, technology innovation, enterprise innovation, learning innovation and strategic management consulting.
  12. 12. KEYNOTE TIBURCIO DE LA CARCOVA (ARG) SERIAL ENTREPRENEUR He created the first mega digital agency in Latam and US-Spanic when just a few new about the term. He also founded Wanako Games acquired then by Vivendi in 10 million dollars. Then Atacama Labs (social games) was also sold to japan Giant DeNA in $US 6 millions, a company he is moving to Vancouver to assure its international development. Last year he created Santiago Maker Space where he now plan to change manufacturing for ever.. BUILDING THE FUTURE SANTIAGO MAKER SPACE In few words, the maker movement consists in the use of internet and the ultimate technologies of manufacturing to create advanced products that do not require huge lots for its fabrication and can be done one by one. If the last 10 years we have been twisting our minds to determine how do we offer our services in the web, next decade the key will be to review all we have learned from internet and the web programing to bring it to the manufacturing floor. A Makerspace is an open environment of cooperation, creation, research, experimentation and development in art, science and technology with access to tools, micro-fabrication machines and rapid prototyping technologies. Tiburcio will lead us to this fascinating world of sharing, via collaboration and knowledge that will inspire us to madness, invention and entrepreneurship.
  13. 13. KEYNOTE MARTIN BRADBURY PHD (UK) MODELING & INSIGHT Whith  more  than  25-­‐years  of  experience  in  the   world  of  consumer  insight,  Mar<n  is  Interna<onal   Client  Services  VP  for  CallCredit,   leading  the  research,  construc<on  and   implementa<on  of  geodemographic  classifica<ons   and  modeling  soDware  for  interna<onal  markets   where  coaching  on  the  use  of    CAMEO  soDware  for   blue-­‐chip  clients  across  the  world.   CONSUMER INSIGHTS FROM GEOGRAPHICAL CLASSIFICATION & MODELING SYSTEMS K n o w h o w geogr aphical d a t a i n particular and data enrichment in general may produce huge impact on your c o m p a n y bottom line. PhD Bradbury will guide us on this passionate journey using success stories from Latam and the globe. *
  14. 14. KEYNOTE VIGNESH CLINGAM (INDIA) STRATEGY & ANALYTICS Director of Strategy and Analytics in RAPP Dallas USA. He is responsible of strategy for big clients like Exxon Mobil, AMD, Google y Brinker International. He transformed loyalty marketing in ExxonMobil through four european countries using a CRM platform based on highly selective data DESIGNING USEFUL CUSTOMER EXPERIENCES WITH SENSOR DATA Data are everywhere. D a t a g e n e r a t e d by sensor s on phones, electronic devices, cars, and even clothing that are in turn connected to the c l o u d . T h e ave r a g e smartphone today is of 5-10 sensors - GPS, gyroscope, microphone, distance meter, light s e n s o r, e t c . . w h o c o n s t a n t l y g a t h e r information. These sensors are not only limited to electronic and will be integrated into more consumer goods to boost the desire to 'quantified self'. With this new information regarding not only who is buying your product, but also where, how and when they are using, marketers need to think about how to harness data to drive this powerful consumer e x p e r i e n c e s . ( T h i s presentation will be illustrated with a case study).
  15. 15. KEYNOTE FRANCESC FONT COT (ESP) EMPRENDEDOR Y AUTOR. Execu2ve  with  extensive  experience  in  the   development  and  growth  of  start  ups.    Nubelo  Founder  and  CEO.    Author  of  "The  Hybrid  Company.    Associate  Professor  Business  Economics   Department Universitat  Autònoma  de  Barcelona.   WORK 3.0: COOPERATIVE ONLINE PLATFORMS FOR TELEWORKING The Hybrid Company is an essay that talks about how ways of working are changing, explaining not only the changes in the tech revolution but also what companies c a n d o t o t a k e advantage and use them to create value. Francesc Font Cot, nubelo.com cofounder and founder of other start ups as Gimage Group will tr y to convince us that this time of change is accompanied by a new way of working, fueled by innovation and the emer gence of the Internet, which is full of p o s s i b i l i t i e s a n d opportunities.
  16. 16. SPECIAL PRESENTATIONS EL PROGRAMA PUEDE CAMBIAR SIN PREVIO AVISO
  17. 17. KEYNOTE PRESIDENT LUMINAR (UK) BIG DATA EXPERT FOR US-SPANCS As  president  of  Luminar,  Franklin  Rios  brings  more   than  20  years  of  management,  business   development,  sales  and  marke<ng  experience  in  the   interac<ve,  e-­‐commerce,  telecomm  and  media   industries.   RELEVANCY PAYS: DESCOVER HOW GOOGLE, AMAZON YAHOO Y NETFIX USE BIG DATA TECHNOLOGY Using proprietar y analytical modeling technology, we unlock “big data” to produce t h e b u s i n e s s intelligence marketers need to reach U.S. Hispanics in a highly targeted way. Broad- stroke strategies and generalities about U.S. Hispanics are a thing of the past.   When you consider that U.S. Hispanics are set to spend $1.5 trillion by 2015, we’re excited about the opportunity to help set the stage for a truly profitable relationship between m a r k e t e r a n d consumer — today and well into the future. - See more at: h t t p : / / luminarinsights.com/ author/franklin-rios/ # s t h a s h . 3qvWPJtG.dpuf * SOLO DE POSICIONAMIENTO *
  18. 18. KEYNOTE RODRIGO EDWARDS (CHILE) EMPRENDEDOR CREATIVO Jury on multiple international awards like Big!, AMAUTA (Latinoamérica y US-spanic), Effie, Essegai (Sudáfrica), ECHO Awards DMA (USA) y Cannes Lions. Rodrigo is President of both Chilean (AMD) and Latin-American (ALMADI) Associations of Direct and Interactive Marketing. and Co-founder and director of the agency Edwards & Associates. CREATIVITY FROM A SERIOUS GAME Creativity should involve all Marketing 4P’s from product to promotion and not just promo. That direct connection to promotion isolate creativity from other key elements of the marketing mix, generating a huge risk for brands. Do we truly believe that promotion will deliver all brand creative potential? Rodrigo proposes a Serious Game on creativity. He urges us to understand creation in a holistic way and in all its potential determining the importance on each business culture and how we should transform the way we operate to make marketing part of an overall creative construction.
  19. 19. SPEAKERS EL PROGRAMA PUEDE CAMBIAR SIN PREVIO AVISO
  20. 20. UK/BRASIL DAVID WHITTAKER Managing Director, MarketDataG2 WPP Argentina FERNANDO PEYDRO Presidente CLIENTING Group y AMDIA. USA JESUS HOYOS CEO Solvis (CRM) GLOBAL LEADERS ¿HOW TO PROVIDE A UNIQUE EXPERIENCE? México CEO SWStrategists. Past President IAB Mx. JUAN SALDIVAR
  21. 21. USA/ARG MARY TEAHAM President & CEO Qendar. Past President IFDMA, ALMADI y AMDIA. ARG/México NESTOR MARQUEZ Presidente DIRECTA y CEO di PAOLA México GLOBAL LEADERS * POR CONFIRMAR BEST STRATEGIES ON MARKET México FERNANDO CALDERON Chief Marketing Officer. OCC Mundial. México EDUARDO DURON CEO BIG - VP Desarrollo de la Industria**
  22. 22. Argentina ANDRES SNITCOFSKY CEO Ledaki. Digital Mkt para Pymes. Chile RAÚL VARGAS CEO di Paola Chile. Argentina FLAVIO RUCCI Chief Creative Officer di Paola MARKETING LEADERS * POR CONFIRMAR HOW TO DIFFERENTIATE FROM COMPETENCE? México EDUARDO DURON CEO BIG - VP Desarrollo de la Industria**
  23. 23. México EMILIO FLORES CEO Media Response Group. México GABRIEL RICHAUD Director General. IAB México México FERNANDO GURROLA Presidente AMIPCI DIGITAL LEADERS * POR CONFIRMAR HOW TO TAKE ADVANTAGE OF DIGITAL MEDIA? México ALFREDO SANCHEZ Dtor. Comercial Yahoo - VP Comercial ** ** DIRECTA
  24. 24. México EDUARDO ACHACH CEO MegaDirect. Past President ** México IVETTE DE JACOBIS CEO Call Centers de México México ABELARDO PEREZ Presidente ALCOM - VP Certificación** CONTACT CENTER LEADERS * POR CONFIRMAR BEST PRACTICES ** DIRECTA ARG/México EUDORO DE ZAVALIA Fundador TELESOFT CRM - VP CRM**
  25. 25. SUCCESS STORIES EL PROGRAMA PUEDE CAMBIAR SIN PREVIO AVISO
  26. 26. Founder VIVA CEO Circus Marketing BRUNO LAMBERTINIPABLO MANAZZA MEXICO’S 2013 CANNES LIONS WINNERS
  27. 27. LEADING CASES SHORTLIST
  28. 28. NETWORKING EL PROGRAMA PUEDE CAMBIAR SIN PREVIO AVISO
  29. 29. NETWORKING ‣ Sesiones exclusivas de negocios ‣ Muestra de la Industria ‣ AMAUTA’s Awards Gala
  30. 30. 15º AMAUTA AWARDS GALA ‣ Business-to-Business (B2B) ‣ Business-to-Consumer (B2C) ‣ Business-to-Employee (B2E) Auspiciado por: ‣ Direct marketing Campaigns ‣ Direct marketing Programs ‣ Digital marketing Campaigns ‣ Direct marketing Programs ‣ Database Marketing
  31. 31. 2013 AMAUTA AWARDS GALA HTTP://WWW.AMDIA.ORG.AR/BLOG/ESTOS-SON-LOS-GANADORES-DE-LOS-PREMIOS-AMAUTA-2012/ GANADORES 2012 JURADOS 2013 EN BUENOS AIRES
  32. 32. PROPERTIES ‣ Site www.directa.org.mx/congreso ‣ Email marketing campaign ‣ Digital Campaign ‣ Graphic media and outdoor campaign ‣ Identity on the congress display and materils ‣ Media partner Latin-america (broadcasting). ‣ Virtual congress pay-per-view Latin-america.
  33. 33. PATROCINIOS HOW TO PARTICIPATE ORO PLATA BRONCE
  34. 34. DAY 10730 0800 Registro DIA I Agenda tentativa 0800 0815 Bienvenida Luis Ernesto Valdez (MEX) Director General DIRECTA DOS DIAS CON LO MEJOR DEL MARKETING DEL MUNDO 0815 0900 Presentación Néstor Márquez (MEX) Presidente DIRECTA UN FUTURO BASADO EN DATOS 0900 1030 KEYNOTE Ron Jacobs (USA) Author and Strategist A NEW MARKETING FRAMEWORK FOR THE OMNICHANNEL MARKETING 1030 1100 Coffe Break 1100 1140 Presentación Raul Vargas (CHI)CEO di Paola, Flavio Rucci CCO di Paola. PUBLICIDAD TERMINAL 1140 1220 KEYNOTE Martin Bradbury (UK) CAMEO/CALL CREDIT KNOWING YOUR CUSTOMERS AND WHAT THEY ARE DOING 1220 1300 Presentación Ivette de Jacobis (MEX) Call Center de México GMD: CAMINO A LA EXCELENCIA EN EL CONTACTO CON LOS CLIENTES 1300 1400 ENTREVISTA ESPECIAL Javier Piedraita (ESP), Ana Maria Salazar (MEX) y via webconference Juliane Assange (AUS) LOS VERDADEROS DESAFÍOS EN DATOS PERSONALES. 1400 1500 Comida Reunión de Líderes del Marketing y Comunicación de México y Global 1500 1530 Presentación Juan Pablo Serrano (COL) CEO BRM REDES SOCIALES EN LA ATENCIÓN AL CLIENTE 1530 1630 KEYNOTE Shawn Burns (USA) Global VP Digital Marketing SAP SAP.COM: THE FUTURE OF DIGITAL MARKETING, PERSONALIZATION, MEDIA AND LEAD GENERATION 1630 1710 Presentacion Especial Charles Whittaker (UK/Brasil). Director General MarketDataG2 WPP WINNING AND KEEPING LOYAL CUSTOMERS THROUGH A DATA DRIVEN BRAND EXPERIENCE. 1710 1730 Coffe Break 1730 1820 Casos Globales CASOS DE EXITO DOS GANADORES DE CANNES 2013: Circus Marketing (MEX), Pablo Manaza (MEX. Y CASOS DE EXITO AMUTA 2013 1820 1900 PANEL ESPECIAL Fernando del Castillo (moderador) CMO empresas lideres Méxicanas. OPORTUNIDADES QUE SE PRESENTAN EN EL MERCADO MEXICANO EL PROGRAMA PUEDE CAMBIAR SIN PREVIO AVISO
  35. 35. DAY 20730 0800 Registro DIA 2 Agenda tentativa 0800 0900 Panel Emilio Flores (MEX) Abelardo Perez (MEX) Jorge DuRon (MEX) Eduardo Achach (MEX) DIRECTA: PROYECTOS ESTRATEGICOS PARA LIDERAR UNA INDUSTRIA DE 3 MIL MILLONES DE DOLARES 0900 1030 GLOBAL LEADER Mark Grindeland (USA) CMO TeleTech Peppers & Roggers NEW CHALLENGES FOR CUSTOMER EXPERIENCE 1030 1100 Coffe Break 1100 1200 KEYNOTE Vignesh Clingam () VP Estrategia y data analytics Rapp Dallas Diseño de experiencias útiles para el consumidor a partir de Datos de Sensores 1200 1230 Presentación Mary Teaham (USA) APRENDIENDO DE LOS MEJORES: ENSEÑANZAS DE AMAUTA 2013 1230 1300 Panel Gabriel Richeau (IAB), Gurriola (AMIPCI), Salvador Villlalobos (Consejo de la Comunicación) Oportunidades En el Mercado Digital 1300 1400 KEYNOTE Tiburcio de la Carcova (ARG) Emprendedor Serial: Wanako Games – Atacama Labs Santiago Maker Space MAKERSPACES: LA NUEVA REVOLUCIÓN INDUSTRIAL 1400 1500 Comida Open 1500 1540 KEYNOTE Franklin Riois (USA) CEO Luminar. Big Data LA RELEVANCIA PAGA: DESCUBRE LA TECNOLOGIA BIG DATA QUE USAN GOOGLE, AMAZON YAHOO Y NETFLIX 1540 1620 Presentación Andy Snitcofsky (ARG) CEO Lidaki – Emprendor PLATAFORMA DE MARKETING PARA MICRO EMPRESAS 1620 1700 Presentación Jesus Hoyos (US) Solvis CRM TBD 1700 1730 Coffe Break 1730 1830 KEYNOTE FRANCESC FONT CEO NUBELO TRABAJO 3.0: PLATAFORMAS COOPERATIVAS DE TRABAJO ONLINE 1830 1930 KEYNOTE Rodrigo Edwards (CHI) CEO ALMADI. CANNES-OJO-AMAUTA LA CREATIVIDAD DESDE EL JUEGO SERIO 1930 2330 AWARDS GALA PREMIOS AMUTA 2013 Patrocinados por ATENTO BRASIL TERRAZA DEL HOTEL W. EL PROGRAMA PUEDE CAMBIAR SIN PREVIO AVISO
  36. 36. 2013 BUSINESS PARTNERS
  37. 37. SPECIAL PRICES ON HOTEL ACCOMODATION MAP: HTTP://BIT.LY/13BEVAW Campos Elíseos 252, Polanco, Miguel Hidalgo, 11560 Ciudad de México, Distrito Federal ‎ +52 (55) 9138 1800 ‎ Special rate for Congress participants: $219.00 dlls + tax.
  38. 38. FOR ENGLISH: HTTP://BIT.LY/DIRECTA2013ENGLISH

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