The CMO Show 2012

BOOK EARLY
TO SAVE
£££s
Prices, packages and booking 2012
form on page 8

27 – 29 March 2012, Wyndham Chelsea Grand, London, UK
Expert speakers include:

Dan Scott
CMO
Scott Kay

Philippa Snare
CMO
Microsoft UK

Charmaine
Eggberry
SVP Marketing
Nokia
Art. Science.
Daryl Fielding
VP Marketing
Strategy and innovation for CMOs in all businesses
Kraft Foods Europe
Keep pace with the changing role of the CMO
Gain insights from Kraft Foods Europe and Scott Kay on taking risks to become agents of
change, revolutionising your brand and driving revenues higher.

Dave Hughes Move from Mad Men to Maths Men
CMO Learn how RBS and GAME harnessed consumer data to understand buying patterns, identify
GAME Stores market gaps, optimise pricing and improve customer retention.
Group
Build effective new media strategies & achieve the right balance of old and new
Understand how to implement and prioritise social media marketing with insight from Tesco,
Sanjay Guha Channel5 & News International.
Director, Marketing &
Olympics North West Conference introduction page 2
Pre-conference workshop Tuesday
Europe & Nordics Key speakers page 3
The Coca-Cola 27th March
Company Full conference programme pages 4–5
Cloud marketing for CMOs: Cloud Marketing for CMOs page 6
profit from the
Katie Vanneck- All booking offers and options back page
Smith
‘multi-functional’ cloud
CMO
News International
For full details see page 6... Book early and SAVE £££s!
www.terrapinn.com/cmo
Blog: http://blogs.terrapinn.com/customers Hashtag: #CMOShow
Sarajit Mitra
Global Head of
Marketing & Client
CMOs and Heads of Marketing already confirmed to attend from:
Experience
HSBC

Matt Atkinson
Group Digital &
Marketing Officer
Tesco
Organised by:

BOOK NOW! online www.terrapinn.com/cmo | email email sarah.pegden@terrapinn.com | +44 (0)207 242 2324 | fax +44 (0)207 242 1508242 1508
BOOK NOW! online www.terrapinn.com/cmo | sarah.pegden@terrapinn.com | phone phone +44 (0)207 242 2324 | fax +44 (0)207

Book early and save The CMO Show 2012

The new CMO - redefine market leadership
Book early to
save £££s The CMO role is changing more rapidly than any other
‘C’ suite position. While understanding brand and
See page 8 advertising used to be enough, you must now expand
for details your toolbox with new media, new technologies and
data-driven decisions.

Today’s CMO needs to understand how the business
works. Only then can you take a seat at the big table.
“The CMO Show
The CMO Show provides you with the essential
is designed to knowledge to step up to this new, empowered role.
Learn from leading marketing professionals
help people See page 4...
Boost brand perception with digital & social
connect and talk media
Transfer ‘Big Data’ into big profits
about relevant
issues and Technological developments and social media platforms
Mobile and social media have led to the birth of a new
consumer. CMOs must work hard to regain power as
challenges that have provided you with a deluge of customer data &
the ‘hyper-connected’ customer increasingly dictates a
knowledge. When harnessed correctly, data provides
we all face. With brand’s direction and credibility.
actionable consumer insights and ensures products and
the increased pricing are accurately pitched for greatest ROI.
Investing in the right digital and social media strategy can
focus on ROI and boost brand perception, turn critics to followers and gain
push towards a Building a data-driven organisation and leveraging key
key market data. But the best formulation for positive
conversions are crucial to success. What are the best
service based strategies for developing a data centric team?
online presence requires further debate. See page 5...
industry we Why do metric-based decisions inform marketing The CMO is poised to become one of the most powerful
are all fighting functions? How can data analytics become a positions within an organization. But for this to happen,
scalable business tool? See page 4...
for emotional you must adopt data-driven skill sets, processes, and
cultures, as well as smart technologies to keep pace with
connections to New technologies for increased ROI marketing complexity and exceed business objectives.
our brands. I am
Wading through the latest technologies can be
looking forward challenging and costly. But integrating the right product
The CMO Show will outline the latest strategies,
initiatives and technologies to enable CMOs to
to hearing how into marketing functions can reap enormous benefits. confidently take their seat at the boardroom table. Ensure
others are you are fully equipped to lead change efforts across the
Ensure you are up-to-date on the most innovative
thinking about whole corporation, play a more active role in shaping
marketing technologies by attending our Technology the company’s public profile, and build new capabilities
these pressures Showcase. See page 4... within your marketing department.
and getting a
balance between
data driven
‘Cloud Marketing for CMOs’
marketing and
creating magic” The shift to the cloud offers you an opportunity to completely rethink how you organise and lead your marketing
operations, and to put in place the tools, processes, structures, skills, and resources needed to take advantage of
connectivity and the cloud.
Philippa Snare,
This workshop will focus on strategies and methodologies for enhancing operational marketing through the ‘multi-
CMO functional’ cloud. See page 6 for more details.
Microsoft-UK

Share your ideas and knowledge with CMOs and Heads of Marketing from across Europe

2 BOOK NOW! online www.terrapinn.com/cmo | email sarah.pegden@terrapinn.com | phone +44 (0)207 242 2324 | fax +44 (0)207 242 1508

www.terrapinn.com/cmo Book early and save

Learn from an outstanding line up
8 REASONS of C-level speakers Something to
say?

to attend: Philippa Snare
CMO Talk to us about
Microsoft - UK sponsorship
1. Unleash your potential and become the
CEO's strategic advisor. Hear from Scott Kay Learn from a truly global brand on how to opportunities
and McKinsey on taking risks to be the agent capitalise on brand democratisation, using
of change and directly impact on the financial customer-centricity as a tool to success.
bottom line. See page 4... See page 5...
Call Nawshad
Khan
2. Convert ‘Big Data’ into ‘Big Rewards’ by on +44 (0) 207
joining the debate on optimising data to open 092 1337
new revenue streams. Learn how to capitalise on Katie Vanneck-Smith
analytics and improve customer retention using CMO
data. See page 4... News International

3. Revitalise your brand to boost consumer Katie will guide you through creating a
targeted, commercial digital strategy.
engagement. Learn how The Coca-Cola
Company and HSBC branded with purpose to
Learn to use this medium to directly Save 25%
connect with customers and produce
improve the customer journey. Leverage off local
tangible, cost-effective results.
market relevance to sustain customer loyalty for See page 5... Why not send
an increasingly global brand.
your team and
See page 4...
save more?
4. Navigate your way through the latest Dan Scott
technologies to enhance marketing functions. CMO Send 3 delegates:
Market expert Benoit Joly, from Technicolor, Scott Kay
will explore the most effective products and Save an extra 10%
technologies within an allocated marketing spend. As a finalist for the 2010 ‘CMO of the
See page 4... Year’ Dan will explore how CMOs should Send 6 delegates:
be leaders of innovation. Optimising
5. What is the optimum budget for today’s data-driven skill sets, embracing risks and
Save an extra 20%
CMO? Hear BBC Worldwide examine best- overhauling traditional marketing are key
practice methods for balancing centralised to driving revenues higher. See page 4... Send 8 delegates:
budgeting with localised spending. Save an extra 25%
See page 5...

6. Use social media as the ultimate tool for Daryl Fielding
To register a group
developing dynamic campaigns and sustaining VP Marketing call +44 (0) 207
strong ROI. Listen to social media gurus from Kraft Foods Europe
Phones 4U, Tesco and Just-Eat discuss the
242 2324
factors enabling its strategic success. Daryl will address the crucial CMO
See page 5... Adapt or Die debate by spotlighting the
problems and opportunities faced today.
7. Widen advertisers’ participation and See page 4...
enhance campaign success through focused “The CMO Show
customer feedback. Gain unique insights from
is one of the only
Channel5 on how they achieved this with ‘Big
Brother’. See page 5... global platforms to
Mark Henry
Director of Central Marketing deliver an expert
8. Take charge of the customer ecosystem by Tourism Ireland blend of strategist,
gaining in-depth insights and capitalising on
market gaps. Learn how Microsoft establishes statistician and
Analyse customer control to turn active
contra customer relations to drive revenues participants into marketing advocates for futurist CMO
across all of their industry verticals. See page 5... an outstanding brand. knowledge with
See page 4...
first hand examples.
Think of the CMO
Show as your new
The Terrapinn difference Rory O’Neill GPS; you just need
Terrapinn events create exciting places to... VP Software & Services EMEA to input the right
Research In Motion
• interact and grow knowledge coordinates.”
• meet and make contacts Join the debate on staying relevant in a
• become inspired and re-energised technological landscape. Discuss how Dan Scott, CMO,
use your brain best to innovate products and react to
customer demands to stay ahead of the
game. See page 5...
Scott Kay, Inc.

BOOK NOW! online www.terrapinn.com/cmo | email sarah.pegden@terrapinn.com | phone +44 (0)207 242 2324 | fax +44 (0)207 242 1508 3


Day One – 28th March 2012

08.30 Registration and Refreshments THE CMO - RE-THINKING BRANDING

09.00 Chairman’s Opening Remarks 14.30 Who controls your brand – you or the customers?
David Thorp, Director of Research and Professional
Development, The Chartered Institute of Marketing • The importance of moving your business beyond an agency
culture
RE-IMAGINING THE ROLE OF THE CMO • Balancing global brand awareness with local market relevance
• Turning your customers into active brand participants
09.10 Opening Keynote: Embracing change and taking risks • Understanding how new technologies can dictate brand
strategy
• Defying conventional media planning Mark Henry, Director of Central Marketing, Tourism Ireland
• Creating experimentation budgets
• Breaking down technology barriers that impede the customer 15.00 Afternoon refreshments and networking
experience
• Pursuing new brand experiences where there is no precedent 15.30 Successful strategies for localising a global brand
• Exploring new models of collaboration with external partners
Dan Scott, CMO, Scott Kay- ‘Finalist for 2010 CMO of the Year’ • Assessing the mechanics of local branding
• Tying brand identity with local aspirations
09.40 The CMO Debate – Adapt or Die? • Differentiating your product across cultures
• Finding accurate ways to measure brand activity
• Tried and tested or daring the status quo? Sanjay Guha, Director, Marketing & Olympics North West
• Where and what to spend the marketing budget on? Europe & Nordics, The Coca-Cola Company
• How to get the C-suite to embrace the new CMO role?
• What role does technology play? 16.00 Giving the business its brand purpose
• How to take risks without betting the house?
Daryl Fielding, VP Marketing, Kraft Foods Europe • Bringing the organisation to life through its brand
• Helping the C-suite understand the importance of brand
10.10 Redefining the role of market leadership purpose
• Inspiring the internal organisation to cohere around the brand
• Ascending to the role of strategic adviser • Demonstrating the tangible results of branding with purpose
• Adapting to the disruptive behaviour of technology- Sarajit Mitra, Global Head of Marketing and Client Experience,
empowered consumers HSBC
• Driving, not just leading change
• Taking responsibility for measurable business performance WIZZ BANG - NEW TECHNOLOGIES FOR CMOs
• Building a data driven, customer-centric organisation
• Re-defining marketing talent in the digital, social era 16.30 What are the new technologies for CMOs?
Peter Dahlstrom, Global Co-leader, Marketing & Sales Practice,
Mckinsey & Company • Understanding why CMOs are getting technical with marketing
• Deciding the budget for new technologies
10.40 Morning refreshments and Speed Networking • Enhancing existing marketing functions with new technologies
• Outlining the opportunities created by new technologies
FROM MAD MEN TO MATHS MEN Benoit Joly, Senior Vice President Operational Marketing,
Technicolor
11.40 Driving Pricing and Profitability – beyond ‘Big Data’ for CMOs
17.00 The CMO New Technology Showcase
• Discovering how to optimise and measure marketing initiatives
• Using data metrics to demonstrate solid ROI Innovative technology providers showcase their game changing
• Formulating a marketing programme on the basis of data solutions to the expert CMO judging panel.
• Understanding how data can give a competitive advantage
Nico Kleyn, Director, Head Strategy and Pricing, Deloitte Selected participants will secure the business opportunity to
put their concept, vision and solution to the test, in the hope of
12.20 How to build a data driven organisation being crowned champion, winning global industry exposure and
earning the title CMO Industry Innovator 2012.
• How can data successfully convert customers and drive
higher revenues? We're especially keen to hear from companies providing the next
• What are the advantages of a data focused CMO? generation solutions for Chief Marketing Officers. Does your
• How should CMOs build a data centric team? company offer services to help CMOs obtain and manage
• How can analytics be incorporated within the fabric of a detailed data about their customers? If so, then you are a
business? potential winner of the CMO Showcase 2012!
For speaking opportunities contact Nawshad Khan
+44 (0) 207 092 1337 or Nawshad.Khan@terrapinn.com Space and time is limited, and competition is fierce, so apply now
to present your services. Nawshad Khan +44 (0) 207 092
13.00 Networking Lunch 1337 on Nawshad.Khan@terrapinn.com

14.00 Using analytics to enhance existing business models 18.00 Chairman’s Closing Remarks

• Understanding how data can contribute to KPI’s David Thorp, Director of Research and Professional
• Outlining existing data-driven successes Development, The Chartered Institute of Marketing
• Evaluating the situational aspects enhanced by leveraging data
• Learning how to make data analytics a scalable business tool 18.10 Networking Drinks Reception
Dave Hughes, CMO, GAME Stores Group



Day Two – 29th March 2012

08.30 Registration and Refreshments 12.50 Networking Lunch

09.00 Chairman’s Opening Remarks BRINGING TRADITIONAL MARKETING
TO THE 21st - CENTURY
BALANCING THE BOOKS
13.50 Case Study: Big Brother Getting Creative with Modern
09.10 Opening Keynote: Understanding the budget for today’s Marketing
CMO
• Outlining the perceived advertising challenges facing
• Outlining the shape of today’s marketing budget broadcasters today
• Assessing where and what to spend the budget on • Extending the campaign experience to overcome
• Balancing centralised budgeting and localised spending challenges & widen participation
• Adapting marketing budgets for multichannel engagement • Ensuring the initiatives are enhanced through customer feedback
Rebecca Jones, Head of Marketing Planning, BBC Worldwide • Taking the next steps to ensure the ‘Big Brother’ experience
really works
9.40 Case Study: Optimising both the marketing mix and the Agostino, Di Falco, Marketing Partnerships Director, Channel5
media mix to maximise value
14.30 Creating a commercial digital strategy
• Can price ever be a sustainable competitive advantage?
• Brand vs price - challenging the market norm of • Deciding how to construct a profitable digital marketing
commoditisation through marketing mix analysis campaign
• Putting segmentation at the centre of the strategy • Understanding how to maintain a profitable online presence
• Enabling more for less through customer and media planning • Controlling digital marketing spend by monitoring ROI and
Crawford Davidson, Marketing Director, RBS Insurance cost-per-lead
Sue Unerman, Chief Strategy Officer, MediaCom • Connecting digital marketing to target audiences and
conversion points
10.10 Panel Debate: When is the price right? Katie Vanneck-Smith, CMO, News International

• What are pricing strategies for today’s CMO? 15.00 Afternoon refreshments and networking
• Can data optimise pricing levels?
• How can daily deals and discounts increase revenue? THE CUSTOMER IS ALWAYS RIGHT
• How to balance competitive pricing and supply chain
management 15.30 Discovering how to uniquely connect with customers
Nico Kleyn, Director, Head Strategy and Pricing, Deloitte
Philippa Snare, CMO, Microsoft UK • Gaining solid data to optimise the customer experience at all
levels of the business
10.40 Morning refreshments and networking • Ensuring customer insight influences every future customer
exchange
SOCIALISING YOUR MARKETING STRATEGY • Focusing on customer relationships across all forms of media
• Using technology to make consumer experience a key
11.10 Understanding how to socialise your marketing strategy business objective
Will Abbott, Marketing and Communications Director, Freesat
• How to invest efficiently in social marketing campaigns
• Increasing measurable ROI from social marketing programmes 16.00 Capitalising on the benefits of brand democratisation
• Re-orientate social media as a business wide initiative
• Achieving measurable lead generation from social marketing • Assessing how brand democratisation now shapes a
Jeremy Waite, Head of Social Media, Phones4U business’s direction
• Understanding how decentralised management can help
11.40 Successfully directing your marketing initiatives towards a democratise a brand
mobile market • Ensuring the board embraces a transparent and open brand
• Inspiring a contra customer relationship throughout the
• Effectively allocate marketing budget on a mobile campaign business
• Understanding how to harness actionable mobile data Philippa Snare, CMO, Microsoft UK
• Generating strong and sustained ROI from a mobile campaign
• Measuring the success of a mobile 16.30 Panel Debate: Staying relevant in a technological landscape
Charmaine Eggberry, SVP Marketing, Nokia
• Deciding how to innovate products in response to customer
12.10 Panel Debate: Implementing the strategic priorities for social knowledge
media marketing • How do you engage in multidirectional interactions with
consumers?
• Developing a methodical social marketing strategy across the • Best practices for capitalising on the market gaps exposed
business through analytics
• Ensuring the business converts traffic driven by social media • How do you ensure your business reacts to customer insights?
integration Rory O’Neill, VP Software & Services EMEA,
• How do you allocate the required human resources for social Research In Motion
media marketing? David Henry, VP Digital Marketing, Monster UK
• Putting social media at the core of customer response Will Abbott, Marketing and Communications Director, FreeSat
Mat Braddy, CMO, Just-Eat
Agostino Di Falco, Marketing Partnerships Director, Channel5 17.10 Chairman’s Closing Remarks
Matt Atkinson, Group Digital & Marketing Officer, Tesco
Elísabet Grétarsdóttir, CMO, CCP Game 17.20 Close of Day Two



Pre Conference Workshop: 27th March 2012 More networking opportunites
this year!
CLOUD MARKETING FOR CMOs

The shift to the cloud offers you the opportunity to completely rethink
how you organise and lead your marketing operations, and to put in place
Are you in touch?
the tools, processes, structures, skills, and resources needed to take
advantage of connectivity and the cloud.

This workshop will focus on strategies and methodologies for enhancing
operational marketing through the ‘multi-functional’ cloud.

Analytics drive decisions and it is your responsibility to navigate your
team through today’s data minefield. Cloud marketing offers a unique
opportunity to centralise marketing databases and reduce market transfer
time, giving your brand the competitive edge.

Who will benefit from attending?

This is for all CMOs seeking to profit from the cloud.

9.00 Registration and refreshments Use CONTACT to boost your networking
opportunities
9.30 Welcome and introduction
Contact, the online networking tool for the event, ensures
9.40 Cloud Computing - A New Marketing Dimension
more of your time is spent in valuable conversations and
• Accessing a bespoke partner console
• Outlining how the cloud can minimise the time to market
meetings with the right people for your business.
• Moving from a silo structure by migrating services to the cloud
Use Contact to:
10.20 Cost Reduction • Target and arrange to meet everyone you want to meet at
• Merging multi channelled data in a cloud system the event - before it starts
• Replacing MSPs with cloud services to lower revenue • Plan your time efficiently
• Building analytic capabilities into the cloud to decrease • Get in touch with every business you need to meet
overheads
• And then stay in touch long after the event closes
10.50 Questions and answers
And Contact keeps you in touch with your audience long
11.00 Morning refreshments and networking after the event
You can carry on networking with attendees, exhibitors and
11.30 Clarifying the Cloud other speakers using Contact for as long as you like. If you’ve
• Effectively managing real-time actionable data already discovered Contact, you’ll know the value of being
• Understanding how the cloud can cohere disparate marketing able to business match and message through the online
intelligence community before, during and long after the event.
• Using cloud services to launch operational campaigns across
multiple channels

12.10 Questions and answers During the event will be the now well
known Speed Networking. This high
12.30 Conclusions – To the Cloud & Beyond speed session gets you introduced
to the other attendees. Bring your business cards as every 3
12.40 Networking lunch minutes you will meet someone new! Use this time to find
those people in the room you need to have a formal meeting
with then use “Contact” to set the time.
David Gingell,
Senior Marketing Director for EMEA,
Net App
Following the first main day of the
David Gingell is NetApp’s Senior Marketing Director event (Wednesday 28th March
for EMEA. He is responsible for the field marketing 2012) there will be networking
organisation across the region. Functions include Integrated Marketing, drinks held in the venue.
Channel Marketing, Field Marketing, Marketing Strategy, PR and Analyst
Relations, Product and Solutions Marketing and Marketing Operations.
David joined NetApp in May 2011 from Adobe where he held a similar
post, running EMEA Marketing. From 2003 – 2009 David worked for Our evening events create the backdrop where ideas develop,
EMC in a succession of marketing roles culminating in VP Marketing for new relationships are forged and inspiration grows. The
EMEA. Prior to EMC he worked for Documentum from startup in 1995 evening is open to all Congress attendees and each benefit
until acquisition by EMC. from a fantastically informal atmosphere, an open bar, canapés
and a collection of industry personalities that invariably get
Gingell holds an MBA from Henley Business School and a bachelor’s
people talking.
degree in Psychology.



Become a sponsor. Something to
say?
Are CMOs aware of the expertise you offer? Is your brand recognised by your potential
clients and the industry as a whole? Talk to us about
• Educate CMOs about your products, services, key sponsorship
personnel and track record • Use our extensive global marketing campaign to opportunities
• Enjoy a complete captive audience by holding a full position your logo and profile in front of potential
30 minute presentation clients all over the world- even those that don’t
• Join a key panel debate or distribute literature attend the event! Call Nawshad
directly to your clients Khan
Are you ahead of your competitors? on +44 (0) 207
Do you find it hard to get in front of CMOs? 092 1337
• In a tough environment no one can afford to sit
back and let the business come to them
• Benefit from having all your potential clients in one
• Don’t sit in the audience and listen to your
place at one time
competitors say how great they are – be at the
• Send your best sales people to ensure you have
enough man power to meet everyone
forefront! “It has never
• Use CONTACT and SPEED NETWORKING to been more
make 1 – 1 contact before, during and after the For sponsorship and exhibition challenging or
opportunities, please contact
event
Nawshad Khan on more exciting to
+44 (0) 207 092 1337 on be a marketer…
Nawshad.Khan@terrapinn.com as long as you are
someone who
likes change and
pulling yourself up
learning curves.”
Daryl Fielding,
Meet and do business with industry decision makers.
VP Marketing, Kraft
Foods Europe

Data Analysis,
mining & Profile
Brand Software
consultants
Database, data
management
software &
Who should services

sponsor?
Marketing
consulting Campaign
Management
Customer Software
Service Products
& Services

Media partners:



2012
27 – 29 March 2012, Wyndham Chelsea Grand, London, UK
Art. Science.

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