C.I.M.E.2012 Consumer Insights & Marketing Excellence 9 & 10 May Radisson Blu Rome

1. E.N.G.’s 5th senior executive summit
c.i.m.e. 2012
consumer insights & marketing
excellence
9 & 10 May 2012 | Radisson Blu Hotel | Rome
Integrating consumer insights & marketing 3.0 into breakthrough business actions
Forecasting tomorrow’s consumer today
We are living in an era in which even the smallest business decision must Our 5th consumer insight summit will showcase the true value of consumer
be justified and accounted for. To add to the pressure, continued economic insights and marketing; beyond information and research findings, to create
uncertainty and ever changing desires of today’s consumer are forcing a actionable opportunities for marketing and brand development specialists.
microscopic look at the ROI of all insight and marketing initiatives. How to With real business stories, best practice discussions and interactive debates
keep up with consumers and identify the next game changer trends is today’s we address key issues such as:
key to tomorrow’s success.
• An analysis on the available tools for insighters to manage risk in business
At C.I.M.E. you will have the opportunity to look into the latest findings about decisions: From educated judgment to in-market experiments
the post-recession consumer as well as innovative approaches to insight • How to maintain effective dialogue with consumers: Building the
techniques and marketing. With a close up on the digital world, we will look appropriate communication scheme for a win-win situation between
at how marketeers are bridging insights to collect true information from consumers and corporates
consumers that will enable them to stay ahead in the race for loyalty and • Leveraging the key drivers needed to transform marketing and insight
brand success. capabilities to build a 3.0 organisation
• Addressing the growing expectations to “predict the future”: What are next
generation consumers seeking and how do they want to be marketed to?
With leading senior executive speakers including
James Wycherley Murat Demiral Maria Grigorova Sonja Ungewitter
Associate Director - Insights & Propositions Global Director, Knowledge & Insight Global Director Marketing College / Mars Marketing Director Nordics
University
Raimond Schmolze Piotr Szymski Muriel Perret Martin Borrett, Group Client Director
Vice President Idea Generation & User Strategy & Development Insights Global Consumer & Market Insight Director Shizuka Pye, Marketing Capability Director
Experience Development Director - Poland
Erika Fattori Erik Kruse John Gachelin, Senior Vice President, Director Ronald Laan
Head of Community Intelligence Strategic Marketing Manager, Networked of International Research Research Manager Consumer Insights
Society Evangelist & Senior Expert Consumer Gwen Ishmael, Senior Vice President, Insights Benelux
& Innovation
Eduarda Taveira Kathleen Peeters Bob van Leeuwen
Global Head of Consumer Insights Marketing and Communication Director Innovation Strategist &Trendwatcher
C me & C you there!
Registration: Fax +34 91 535 9804 | Phone +34 91 535 7087 | Email cime@engspain.com
An E.N.G. summit Platinum Sponsor Silver Sponsor Silver Sponsor

2. Consumer Insights & Marketing Excellence, Day One: Wednesday 9 May 2012
08:00 Registration and welcome coffee 14:15 Case study
Making use of historic roots: Improving brand power by
08:45 Opening remarks from E.N.G. and the chair analysis and revitalisation of iconic elements - The case
of Venz Bread Sprinkles
09:00 Panel debate - Insightful trend watching 33 pointing the problem of declining sales and the first steps towards
Pin
Trends in consumer behavior: A close up on the change
evolution of the post-recession consumer – What 33Reinventing the brand: Identifying the forgotten iconic elements to
conducts will remain? revitalise the brand
33Analysing the evolution of the consumer in the current volatile economic 33 research backed reinvention: The implicit techniques that drove to the
A
situation: A close up on the social cultural and political factors influencing successful transformations
buying conducts 33Measuring the ROI of this brand transformation and the future steps to
33Predicting the impact of financial concerns on consumer behavior: How take for further growth
to anticipate behavior patterns in times of social economic changes Ronald Laan, Research Manager Consumer Insights Benelux,
33Linking consumer confidence to changes in brand loyalty H.J. HEINZ
33Purchase behavior in a multi-channel communication ecosystem:
The impact of new technologies in both buying behavior and desired 14:45 Partner presentation
communication schemes of consumers Global co-creation leveraging mobile tools & social
Panellists: media
Murat Demiral, Global Director, Knowledge & Insight Decision Analyst will detail the methodology and present the insights
BEVERAGE PARTNERS WORLDWIDE and
Muriel Perret, Global Consumer & Market Insight Director resulting concepts from a new product development project conducted
GROUPE BEL among young mothers in Brazil, China, the UK, and the United States
James Wycherley, Associate Director - Insights & Propositions John Gachelin, Senior Vice President, Director of International
BARCLAYS Research
Erika Fattori, Head of Community Intelligence Gwen Ishmael, Senior Vice President, Insights & Innovation
UNICREDIT DECISION ANALYST
10:00 Client case study powered by Bisnode Interact 15:30 Networking coffee break
Drawing insights from online activity and/or social media
16:00 Case study
and translating them into business actions
33Companies are just beginning to grasp the true power of social data. The The networked society: Decoding consumer behavior to
ability to collect feedback without the need for costly market research create a vision of the future
studies, surveys, and focus groups is a relatively new prospect. Simply 33Understanding and anticipating game changers as disruptors of business
collecting data is not enough, there is a need to identify, surface and and societal activities
spread critical ideas throughout your organisation. One of our key 33The need to understand the interaction between individuals and
sponsor will explore these ideas through a client case study presenting technology to build the company’s path
how they have channelled insight from social media into action and the 33Using personas to create new services and products of the future
return of these initiatives. 33Comprehending individual needs and context for innovation to translate
Kathleen Peeters, Marketing and Communication Director these insights into concrete actions
BISNODE INTERACT Erik Kruse, Strategic Marketing Manager, Networked Society
Client to be confirmed Evangelist & Senior Expert Consumer Behavior,
ERICSSON
10:45 Networking coffee break
16:45 Case study
11:15 Case study
Creating a crowd for crowd sourcing Maximising the value and effectiveness of insights
33Differentiating between brand communication and product related through optimising collaboration internally and
communication: Setting up a platform where consumers feel comfortable externally
This session will explore how Beverage Partners Worldwide, joint
to express their opinions about topics that matter to them
venture
33Balancing the cost of listening with the potential of new product
between The Coca Cola Company and Nestlé, have stepchanged the
development based on true consumer requests: Analysing the ROI of
impact of their insights through a structured process that fosters
new CI initiatives
collaboration within the company and with external partners.
33Translating gathered information into breakthrough business actions
33How to avoid silos between departments and think ahead about the
33Using your consumer interaction for PR
outcome
Raimond Schmolze, Vice President Idea Generation & User
33Transmitting your needs and desires successfully: Going beyond the
Experience Development
theoretical level with a simple, memorable and practical approach
DEUTSCHE TELEKOM
33Streamlining communication to optimise actions, processes and business
cases within your global organisation and with external partners
12:00 Workshop / interactive session
Murat Demiral, Global Director, Knowledge & Insights
The empowered consumer: Maintaining effective
BEVERAGE PARTNERS WORLDWIDE
dialogs
33Brand to consumers vs. consumer to brand: Bridging the two flows of
17:30 Interactive recap of the day
information to build true insight
33Maintaining meaningful and insightful situations: How to get to a win-win
Introducing the core drivers of a 3.0 capable
situation for consumer and brand when in dialog and create successful
organisation
Martin Borrett, Group Client Director
permanent engagement
33 Shizuka Pye, Marketing Capability Director
Setting up a strategy for the consumer/customers involvement in your
BRAND LEARNING
business: Collaboration and co-creation at all business levels
13:00 Lunch 17:45 Closing remarks from the chair
19:30 Networking dinner for all E.N.G.
To register fax registration form to +34 91 535 9804 contact us on +34 91 535 7087 or email cime@engspain.com

3. Consumer Insights & Marketing Excellence, Day Two: Thursday 10 May 2012
08:30 Registration and welcome coffee 14:15 Case study
Promoting and embedding customer insight to influence
09:00 Opening remarks from E.N.G. and the chair decision-making
How Barclays Bank apply good business practice to increase the
09:15 Case study effectiveness of the Insight department, including:
Risk taking in consumer insight 33Understanding internal audiences: Making information reach the entire
One of the primary objectives of research is managing risk related to company
business decisions, yet research is not the only tool that insighters have 33Analysing and improving insight processes to maximise their use
in their portfolio to serve this purpose – from educated judgment to internally
in-market experiments. With marketing budgets under pressure and 33Packaging and distributing findings
growing expectations of “predicting the future” finding the right balance James Wycherley, Associate Director - Insights & Propositions
between scale of investments into insight and quality of outcomes BARCLAYS
becomes ever more important. This session focuses on some of the
non-research approaches that do not require major investments, while 14:45 Case study
predict results of marketing activities with solid accuracy. Using online community panel research to create the
33Utilising various forms of experiments to assess the innovations most relevant newspaper to our target
33Leveraging test&learn opportunities within your portfolio 33Setting up a multicultural platform to gain insights from consumers across
33Designing and executing in-market tests to limit the risk the globe
33Balancing speed and level of investment with quality of outcomes 33Keeping Metro Life Panel active: Creating the engagement that maintains
33Taking educated guesses that lead to timely decisions and generates panel member interaction
Piotr Szymski, Strategy & Development Insights Director - Poland 33Metro Lite Panel as a supporting platform for the Metro business model:
SAB MILLER Its use to advertising
33 ow
H
Metro International is using Metro Life Panel to drive decision
10:00 Strategic insight making throughout the editorial process: Guaranteeing an effective ROI
Emotions and how they Influence buyers’ behaviours Eduarda Taveira, Global Head of Consumer Insights
33 power of imprint and are we behaving like goslings
The METRO INTERNATIONAL
33 to become better in influencing decisions: the role
How of anchoring,
framing, social proof, scarcity and complexity of choices 15:15 Workshop
Maria Grigorova, Global Director Marketing College / Mars Creating a 3.0 capable organisation
University After two days of stimulating insight, perspectives and case studies, this
MARS culminating, interactive workshop involves all participants in bringing
together the learning. We will brainstorm the critical question of how these
10:45 Networking coffee break new concepts and ideas can be put into practice within your
organisation.
11:15 Panel discussion : Keeping the pace with shoppers This discussion will explore the key drivers of transforming marketing and
insight capabilities, including processes, organisation, people, skills and
Tomorrow not today: Using next generation observational
culture. The goal is to help enable your people and organisations to
insights to locate game changer trends vs. fads
Insights have always revolved around the here and now, but it is crucial to seize the growth opportunities created by rapid technological and social
come up with a scheme to predict what is going to cause consumer change.
behavior changes in the near future. Is there any way we can become Martin Borrett, Group Client Director
better at foreseeing changes and trends that will occur in consumer Shizuka Pye, Marketing Capability Director
behavior? This discussion will explore different approaches to research BRAND LEARNING
and insight to enable this possibility.
33Understanding and locating the implicit that lies within the shopper and 16:15 Closing remarks from the chair and E.N.G.
how culture shapes shopping behaviour Close of the conference
33Exploring non-verbal consumer insights to keep the pulse of consumer
behaviour and anticipate changes
33Preparing a multi-mode research approach and integrating it to your
strategy to effectively validate insights
33Different approaches to qualify behaviour patterns as game changer
trends
Panellist:
Piotr Szymski, Strategy & Development Insights Director - Poland
SAB MILLER
Bob van Leeuwen – Innovation Strategist &Trendwatcher
INTERPOLIS
Erik Kruse, Strategic Marketing Manager, Networked Society
Evangelist & Senior Expert Consumer Behavior,
ERICSSON
More to be confirmed
12:15 Case study
Being GLocal: Creating local targets and market
strategies whilst managing a global brand
33Analysing the challenges of a global brand when targeting local markets
with independent marketing campaigns: Creating synergies between HQ
and local offices
33Drawing the line: Where global and local meet and where further insight
must be sought to guarantee success
33Driving marketing innovation that connects and adapts to each market’s
culture, behavior and customs
33Guaranteeing success by choosing the appropriate channel for each
message in each market
Sonja Ungewitter, Marketing Director Nordics
Thank you E.N.G. would like to thank all who have assisted with the research
BEIERSDORF
and preparation of this event. In particular the speakers, sponsors
and media partners who have supported the event through direct
13:00 Lunch
contribution. For further information, please refer to our website
www.engspain.com
To register fax registration form to +34 91 535 9804 contact us on +34 91 535 7087 or email cime@engspain.com

4. Consumer Insights & Marketing Excellence, 9 & 10 May 2012
Attendees at our previous business summits include
Director Global Customer Vice President Marketing Director of Research and Head of Innovation Head of E-commerce
Marketing PEPSICO Insight RABOBANK VODAFONE
EXPEDIA ITV Vice President Knowledge
Vice President Consumer Chief Insight Officer Europe International Market & Insights
Director of Customer Excellence MC DONALDS Research Manager COCACOLA
Operations NESTLÉ UNICEF
HONDA Global Coordination Social Vice President Strategy
Vice President, Head of Media Marketing Peoples Champion Lead & Head of Business
Global Consumer MTV and TMF LUFTHANSA INNOCENT DRINKS Innovation
Innovation Director MTV NETWORKS SIEMENS NETWORKS
INBEV Head of E-commerce European Marketing
Director - Consumer and VODAFONE Director Food Global Coordination Social
Senior Vice President Market Intelligence MASTERFOODS Media Marketing
Business Intelligence and WRIGLEY Global Director Global User LUFTHANSA
Vice President Marketing Experience and Strategic Product Marketing Manager
Consumer Finance International Market Interaction Design GOOGLE VP Consumer Insights, Ice
ING Research Director WHIRLPOOL Cream category
Coffee&Tea Head of E-commerce EMEA UNILEVER
SARALEE Global Head of Online ADIDAS
Director B2B Marketing
KLM Marketing Director Product Marketing
Executive Vice President ZURICH FINANCIAL Director Consumer Insights and Technology Alliances
and CTO SERVICES ÜLKER SELLIGENT
Director Consumer Insights
EU Chocolatet PHILIPS INTERNATIONAL
Global Strategic Insights Executive Vice President Marketing Director Europe
KRAFT FOODS Marketing Strategy &
Director of Marketing Director SCA
Department JOHNSON & JOHNSON Insights Management
Director Insight Consumer T-MOBILE INTERNATIONAL
VOLKSWAGEN BANK Senior Manager Direct-to-
Data and Interaction
FRANCE Director Consumer Insights Consumer and Interactive
NOKIA Head of Marketing
GENERAL MILLS Marketing Western Europe
CLARKS INTERNATIONAL PROCTER & GAMBLE
Testimonials
The quality of this conference was extremely high – from Lot of practical information, insightful presenters and
the speaker presentations to the attendees, as well as the participants!”
overall organisation of the event. I am so glad I came – I am
going back to the bank with several new ideas to explore further Interactive and Relationship Marketing Executive
COCA-COLA
Vice President, Customer Insights
WELLS FARGO
Networking Dinner Hotel Info
E.N.G. would like to invite delegates, speakers and sponsors to join us The Radisson Blu Hotel Rome is known for its prime Rome city centre
for a networking dinner in a relaxed atmosphere to discuss the issues of location and spectacular modern design. Embracing a minimalist style,
the day, exchange ideas and make future contacts. this hotel maintains a modern yet historic aesthetic that creates the
perfect urban resort ambience.
This evening will provide you with ample opportunity to network with
your peers while enjoying a good glass of wine. Dinner location to be Whether dining al fresco on the rooftop Sette or reclining in the
confirmed. sumptuous spa, guests at the Radisson Blu Hotel Rome are never far
removed from the world-renowned elegance of Rome, Italy.
Hear
experts analyse the foreseen changes in the post-recession
consumer Exploring
different techniques to stay ahead of
social and consumer changes
Examine
the journey of companies in their search for true insights
through the ever growing social and digital spectrum Evaluating
the key drivers to transform marketing and
insights capabilities throughout your organisation
Understand
the different tools being used to guarantee
and maximise your ROI Assessing
new approaches to marketing to reach and truly
engage the new consumer
Translate other companies’ experiences to your own strategies
Optimising
the use of your insights throughout your
organisation
Network
with the creative minds of insight, marketing and
innovation specialists across different industries Analysing
different business models and strategies
that will increase the bottom line of your business
To register fax registration form to +34 91 535 9804 contact us on +34 91 535 7087 or email cime@engspain.com

5. 9 & 10 May 2012, Radisson Blu Hotel, Rome
Consumer Insights & Marketing Sponsors
Excellence
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Position
Media partner
E-mail
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Position Business Opportunities
E-mail A limited amount of exhibition space is also available at the forum.
Sponsorship opportunities covering luncheons, evening receptions and
advertising in documentation packs are also available. For further details
Name 3 please contact:
Position Pam Walter, Sponsorship Manager
+41 445 864 590
E-mail pwalter@engspain.com
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Who Should Attend
This programme has been researched extensively and convened with the
cooperation of senior executives responsible for the generation,
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interpretation and implementation of consumer insights and marketing
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Conference Fee Senior vice presidents, vice presidents, directors, heads of and
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20% Early Bird Discount e1596.00 + VAT 33Consumer Insights
valid until 16th March, 2012 33Market Research
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To register fax registration form to +34 91 535 9804 contact us on +34 91 535 7087 or email cime@engspain.com.com