This document provides an agenda for a two-day marketing conference. Day 1 includes sessions on new growth paradigms, branding innovations, and the Disney customer experience. Day 2 focuses on the consumer decision journey, driving global growth, winning global brands, and the art and science of modern marketing. Sessions will be led by executives from Tesla, McKinsey, Coca-Cola, Nestle, Unilever, eBay, and other companies. The agenda aims to discuss innovative branding, the CMO's digital role, and cultivating globally successful brands.

1. Program (1/2)
Day 1: Sept. 28, 2011: Networking Dinner (19:30 - 21:30)
Day 2: Sept. 29, 2011
09:00 – 10:00 Networking Breakfast
10:00 – 10:10 Welcome
10:10 – 10:50 Richard Prenderville New Growth Paradigms
- Brand as growth driver
Innovation Head of Global Brand Marketing,
- New consumer trends
Reebok
- Brands in thedigital age
10:50 – 11:30 George Blankenship It's Hard to Change the World
- Branding your innovations
Innovation Architect of Apple’s brand building retail
- Changing 100 years of tradition
strategy, now VP Worldwide Sales and
- Learning from leaders in retail
Ownership Experience, Tesla Motors
11:30 – 12:10 Federico J. Gonzalez The Disney Experience
- Total customer focus
Global Brands Senior VP Marketing & Sales, Euro Disney
- Culture of excellence
and Disney Destinations EMEA
- Learning from Disney
12:10 – 15:30 Circle Luncheon with Panel: The CMO’s Role in the Digital Age
12:10 – 12:20: Welcome by Annalisa Gigante, President, European CMO Circle
12:20 – 13:30: Networking Lunch
13:30 – 14:30: Panel: The CMO’s Role in the Digital Age
14:30 – 15:30: Discussion and Closing
15:30 – 16:30 Knowledge Sessions: Social Media, B2B Marketing, Innovation
16:30 – 17:00 Networking Break
17:00 – 17:45 Driving Growth in the Digital Age
Organization & Panel with Simon Clift, George Blankenship,
Capability
Federico Gonzalez, Rui Porto and
Richard Prenderville
17:45 – 18:00 Closing
19:00 – 21:00 Networking Night
at Tesla Motors Flagship Store, Zurich

2. Program (2/2)
Day 3: Sept. 30, 2011
08:00 – 08:50 Networking Breakfast
08:50 – 09:00 Welcome
09:00 – 09:35 Peter Dahlstrom The Consumer Decision Journey
- Consumer decisions process
Organization & Senior Partner, McKinsey & Company
Capability - New empowered consumers
Leader, EMEA Digital Marketing Practice
- Consumer driven marketing
09:35 – 10:10 AJ van Triest Driving Growth Globally
- Driving growth globally
Global Brands Chief Marketing Officer, BWP, a joint
- Global innovation
venture between of Coca-Cola and Nestlé
- Connecting with global consumers
Simon Clift Winning Global Brands
10:10 – 10:45
- Characteristics of winning brands
Global Brands former Chief Marketing Officer,
- Global Brands Study™ insights
Unilever
- Purposeful positioning
10:45 – 11:15 Networking Break
11:15 – 12:00 Marc de Swaan Arons Global Marketing: Success Factors
- Drivers of marketing effectivness
CMO Leadership Co-founder and Chairman, EffectiveBrands
- Case study: Unilever/OMO:
“Dirt is good”
12:00 – 13:30 Lunch
Alexander von Schirmeister The Art and Science of Modern
13:30 – 14:15 Marketing:
CMO Leadership Vice President of Marketing, Operations and How to trade-off target segments,
Advertising, eBay Europe countries, verticals, touchpoints and
channels?
14:15 – 15:45 Cult Brands
Creative Excellence How to establish and market a brand to become a cult and a success beyond borders
Directed by the Berlin School of Creative Leadership
Hanns-Peter Cohn
Chief Executive Officer, Vitra
Peter Kowalsky
Chief Executive Officer, Bionade
Rui Porto
Chief Marketing Officer, Havaianas
15:45 – 16:00 Closing