Peter Fisk, author of the new best-selling marketing business book, "Marketing Genius" and top strategic [He is a partner of The Foundation] consultant talks about why and how marketing and marketers need to be center stage of businesses strategy. He was the CEO of the world’s largest professional marketing organisation, the Chartered Institute of Marketing, and led the global marketing consulting team of PA Consulting Group.

From his book he also talks about his insights in to how to create marketing genius; specifically applying the left- and right-brain genius of Einstein and Picasso to the challenges of marketing, brands and innovation, to deliver exceptional impact in the market and on the bottom line.

Presentation: 8:00 - 9:15 Friday, 1 Sept.

Internal branding: Bringing Your Brand to Life Within Your Organization

Jeff Smith, Partner, Prophet Jeff is an adjunct professor at Nothwestern’s Kellogg School of Management and the University of Chicago.  He teaches the American Management Association's two-day course "Successful Corporate Branding" and has chaired and spoken at numerous industry events. He has written a number of popular articles on internal implementation of brands, brand metrics and marketing effectiveness.

Premise
If you spoke to your customers like you speak to your employees, how much would you sell?  The employee is the single most important touchpoint for both service and product companies.  Every time an employee interacts with a customer that company has the opportunity to either reinforce or weaken its brand promise. It is at the handshake where emotional connections are won and lost.

Using client-proven frameworks and tools as well as interactive case studies, this workshop will provide a step-by-step approach for internally managing your brand as a strategic asset and bringing it to life within your company.

What You'll Learn from this Workshop

• Communicate the value of internal branding
• Segment internal audiences
• Build effective programs to drive cultural change through brandunderstanding
• Track and monitor success

Interactive Workshop: 9:30 - 10:45 Friday, 1 Sept.

Touchpoint Strategy; Creating the Ultimate Customer Strategy
As our economies transition from product and manufacturing focused to a more experiential culture, managing the customer experience becomes of greater value. Touchpoints represent each and every point of interaction between a customer and a company. By recognizing and understanding the importance of touchpoints and managing them accordingly, you will create and strengthen a compelling and memorable customer experience that sets your company apart from the competition.

Using client-proven methodologies and tools as well as a detailed case study, this workshop will provide a step-by-step approach to managing your touchpoints and building a distinctive customer experience.

Case: UBS Bank

Interactive Workshop: 15:15 - 16:30 Friday, 1 Sept.

The Future of Brands

Adrian Goldthorpe, FutureBrand, BA (hons) in Business Administration, a postgraduate Diploma in Marketing and an MSc in Strategic Marketing. Adrian has worked on a number of leading FMCG brands such as McCain Foods, Morrisons Supermarkets, Hasbro Games and Boots first at an Advertising Agency and then at a Brand Consultancy. Adrian is also a member of the Chartered Institute of Marketing and the Design & Art Directors Association.

Premise
How to develop brands for the future by creating a media neutral big idea.

Interactive Workshop: 13:45 - 15:00 Friday, 1 Sept.

Why Shoppers, Not Consumers, Should be at the Center of Brand Thinking; The Difference Between Shoppers and Consumers

Siemon Scamell-Katz, Chairman, ID Magasin

Discover how an understanding of the shopper, combined with factual data on consumer trends, drives truly innovative NPD that is fit for purpose, with appropriate packaging, off- and on-shelf communication and compelling promotional mechanics.

The orthodox model for bringing products to market is flawed.  This is why, according to AC Nielsen, nine out of ten new launches are doomed to fail.  Learn how to avoid these failures, which cost £millions in wasted research, NPD and advertising.

Interactive Workshop: 13:45 - 15:00 - Friday, 1 Sept.

How to Effectively Market Your Products & Service to Minorities in Europe

Bill Carney, Sr. Professor of Marketing & Business Administration, Instituto de Empresa, Madrid Spain.

Learn how to effectively marketing to minorities in Europe in this animated in insightful workshop.

A former senior manager at General Motors Europe, and 10 years marketing professor at IMD in Lausanne, Bill is one of the leading marketing strategists in Europe.

Bill has has helped many companies see and understand the untapped business opportunities represented by minority groups in Europe. He explains how to set-up and execute effective marketing efforts to capitalized on the opportunity.

Interactive Workshop: 11:00 - 12:15

7 Steps to Creating a Successful Communication Plan [FR]
Silvie Leger, Managing Director Media Sphere

This workshop helps you coordinate and streamline communications efforts. It provides proven techniques for guaranteeing you send the right message to each constituency group or audience, and that you hit your mark every time.

You will learn:

• Step 1 : Mission & Objectives
• Step 2 : Identify your Audience
• Step 3 : Target your Message
• Step 4 : Approach and Vehicles
• Step 5 : Create a Calendar
• Step 6 : Make It Happen
• Step 7 : Evaluation

Interactive Workshop: 11:00 - 12:15


You & The Media: Methods for Press Relations and Interview Techiques

Learn about the Media Today, inlcuding the evoling classic media vehicles as well as the emerging new media types. Understand about new, emerging media strategies.

Learn about the basic principles of classification, audience, messages in the new communication tools as well as how the relations with media is evolving.

What you need to know for effective media relationships management in quickly changing media environment.

Interactive Workshop: 15:15 - 16:30

Using Neurological MRI Research Techniques to Measure The Effectiveness of Your Communications with Consumers [Eng]

Dr. Emma Calvert, Co-Founder, Neurosense

Neurosense Limited, est. 1997 in the United Kingdom, provides specialist consultancy in the use of cognitive neuroscientific methods to gain novel and objective insights into consumer thought and behaviour. The company offers both strategic guidance about the way in which brain imaging techniques and psychological tools can be used to address key questions in marketing, as well as a full functional neuroimaging and behavioural testing service.

The workshop will focus on what Neuro-research is, how it works and how big companies are using it to test their communications, designs, products, etc.

Interactive Workshop: 11:00 - 12:15 Friday, 1 Sept.

Marketers: Learn The Techniques for Successfully Selecting The Right Communication Companies for Your Needs

Agencies: Learn How Marketers are Choosing Service Companies in Today's Market [Eng]

Angel Riesgo, President, Groupo Consultores
Cesar Vachiano de la Concepion, EVP, Groupo Consultores

Groupo Consultores is the largest and most successful agency selection consulting company in Europe. For more than 15 years they have been advising and helping marketing companies select the right advertising and communications companies. Their objective oriented approach has proven successful with marketers and agencies alike.

Their client list includes Abbey National, Alfa Romeo, Bacardi, BMW, BAT, Carrefour, Cepsa, Cisco, Coca Cola, Danone, Gallina Blanca, IBM , Ikea, Johnson's Wax, Mercendes Benz and many more

The workshop is designed for both marketers and agencies alike. So all are welcome.

Interactive Workshop: 13:45 - 15:00 Friday, 1 Sept.

Learn How to Get Better, More Effective Direct Marketing Results Thanks to Technological Advances in Digital Printing [Eng]

Martin Brophy, General Manager, Gyro Europe.

Learn about the recent developments in digital print technology enable a very high level of content personalization in direct marketing campaigns and print-on-demand applications These developments are being leveraged to substantially increase response rates and to improve business effectiveness.

The technology is focused on industry leader HP.

Interactive Workshop: 9:30 - 10:45; 16:45 - 18:00 Friday, 1 Sept.

Google, Yahoo, MSN. How to Implement Effective, Optimized Search Engine Marketing [Fre & Eng]

Martin Demierre, Managing Director of TouchMind, winner of the innovation technology award Swiss Romande 2005.
A comprehensive look at the considerations for setting up and optimizing your search engine marketing, new tools for search word purchase optimization. E-channel distribution and e-marketing initiatives need control and management. Rocket science and mathematical algorithms can help but nothing replaces the common sense. TouchMind will show you how to create your MIS.

Interactive Workshop: 9:30 - 10:45 Friday, 1 Sept.

How To Define Emarketing Objectives & Strategies, How Put an Effective Campaign into Action, How You Measure Your Results. [Fre & Eng]
ROI of marketing efforts is becoming increasingly scrutinized with more pressure to understand what is working and what is not. The TouchMind workshop will help you to set up and manage an Management Information System of your e-marketing initiatives as well as look at different approaches to Guerrilla marketing – controlled chaos strategy and the ability to move and make decisions faster and wisely than your competitors.

Interactive Workshop: 13:45 - 15:00 Friday, 1 Sept.

Creating Word of Mouth, Viral, Blog and Buzz Marketing Campaigns in Europe [FR/Eng]

Emmanuel Vivier, Managing Director, CultureBuzz

CULTUREBUZZ is one of leading viral marketing companies in Europe and will share with you the principles, the tools and the campaign management dynamics for effective

CULTUREBUZZ regularly works with many blue chip such Warner Bros, 20 Century Fox, Nokia, and Canal Plus as well as small and medium size companies.

Buzz Marketing & Elements. Learn about seeding, influential bloggers (blogosphere opinion leaders), PR; what they are, how they work, how to integrate them into your marketing.

Blogg Marketing is all the rage in the marketing and business press. Find out what the considerations are for setting up and managing your own blogg campaigns. Learn the what's working and what the pitfalls can be.

Buzz Monitoring. Learn how to use buzz monitoring to pick up the latest trends in your marketplace and around your brands.

Interactive Workshop: 11:00 - 12:15 Friday, 1 Sept.

How To Monitor & Protect Your Brand Online

Emmanuel Vivier, Managing Director Vanken Group
David Pihen, Managing Director, Legitname

LegitiName is the leading European provider of brand management solutions that help organizations protect, manage and monitor their brand names online, resulting in revenue increase and long-term brand awareness.

Learn why this is important new aspect of branding management is increasing in importance, understand what the risks are for you brand, what steps you should take to ensure your integrity of your brand.

Learn the steps you can take to monitor all kinds of activity associated with your brand on line as well as protect

Interactive Workshop: 16:45 - 18:00 Friday, 1 Sept.

[FR/Eng]

Increase Your Professional Power Via Networking [Eng]

Geneviève Morand, CEO Rezonance.ch

Learn the principles and practises behind the powerful tool of porfessional networking. This is not just a new management tool "à la mode". It is an effective tool that all business professionals should understand and ultimately practise.

See first hand how this useful practise is used within companies like Danone and other large corporations. Learn the principles of 6 degrees of separation and the systematic approach to achieving your goals.

In addition, you'll learn:• Good contact definition • Brief evaluation of your personal network • Inventory of you professional network • Tracking Business

Interactive Workshop: 11:00 - 12:15 Friday, 1 Sept.

Catalytic Personal Marketing Plans for Marketing Professionals – The 7 C’s of Success [Eng]

Virginia Williams, International Coach Federation, Co-President ICF, Switzerland and Chapter Leader Swiss Romand, Founder & Managing Director, Venture Worldwide Sarl.

Are you ready to break loose and get up to speed?  As a marketing professional, your ability to consistently attract and gain visibility inside your company is essential to build a successful career.  This means building an internal support network!  I share with you the 7 C’s of Success to build a focused plan to “sell” your ideas and concepts with greater success and consistency.  This workshop combines the wisdom of the ages with practical and effective guidelines to build a fun and workableplan.  Learn to have fun while growing in your career. 

This workshop will build your “ready to put into action” Catalytic Self Marketing Action Plan – 7 C’s of Success” to begin making a greater impact.  It is clear and easy and based on wisdom over the centuries – together with tried and true sales and personal impact processes.  You will gain:  the Success formula to your Catalytic Personal Marketing Plan.

Interactive Workshop: 15:15 - 16:30 Friday, 1 Sept.

Becoming A Powerful Communicator [Eng]

Amy Carroll, Skills to Success.
How we say what we say is currency that is used to negotiate the power in each relationship, whether we are presenting to colleagues, superiors or customers.  The vast majority of lost productivity in business is a result of us getting consumed in this power struggle believing that we are actually communicating about the issues.

There is an unspoken conversation going on in most every interaction. And it's about power and status. In subtle ways we telegraph who's got control and who doesn't. Some people take on the predator role and give non-verbal cues to ensure that no one takes advantage of them, unfortunately leaving others wounded. Others do the opposite. They get intimidated and give signals that they're the prey, as a result, often feel mistreated.

This workshop focuses on presenting as a confident & dynamic speaker, thus positively influence the outcome while achieving desired results.

Interactive Workshop: 9:30 - 10:45 ; 13:45 - 15:00 Friday, 1 Sept.

More Effective Presentations Thru Better Tools Using MediaGun Software [Eng]

Daniel Gerchman, MediaGun

Where you would need up to 5 different programs to display all main multimedia and Office/pdf file formats, MediaGun integrates them and displays them all from the same window, instantly and seamlessly. Such a combination of files can also be exported and played on any other PC, whether MediaGun is installed or not!

Participants see first hand how MediaGun brings a presentation to Life! Then learn interactively how use MediaGun on their own presentations. Each participant will be given a free trial version of the product.

Additional Information: MediaGun Info Leaflet [pdf doc. 294k]

Interactive Workshop: 16:45 - 18:00 Friday, 1 Sept.