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.

1. FOR ENGLISH: HTTP://BIT.LY/DIRECTA2013ENGLISH

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. 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. 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. KEY ELEMENTS
‣ Keynotes
‣ Special presentations and sessions.
‣ Success stories.
‣ 2013 Cannes Award Winners.
‣ AMAUTA Awards Gala.
‣ Networking Sessions.
‣ Industry showroom.

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. 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. KEYNOTES
EL PROGRAMA PUEDE CAMBIAR SIN PREVIO AVISO

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. 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. 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. 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. 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. 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. 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. SPECIAL
PRESENTATIONS
EL PROGRAMA PUEDE CAMBIAR SIN PREVIO AVISO

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. 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. SPEAKERS
EL PROGRAMA PUEDE CAMBIAR SIN PREVIO AVISO

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. 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. 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. 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. 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. SUCCESS
STORIES
EL PROGRAMA PUEDE CAMBIAR SIN PREVIO AVISO

26. Founder VIVA CEO Circus Marketing
BRUNO LAMBERTINIPABLO MANAZZA
MEXICO’S 2013 CANNES
LIONS WINNERS

27. LEADING CASES
SHORTLIST

28. NETWORKING
EL PROGRAMA PUEDE CAMBIAR SIN PREVIO AVISO

29. NETWORKING
‣ Sesiones exclusivas de negocios
‣ Muestra de la Industria
‣ AMAUTA’s Awards Gala

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. 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. 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. PATROCINIOS
HOW TO PARTICIPATE
ORO PLATA BRONCE

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. 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. 2013 BUSINESS PARTNERS

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. FOR ENGLISH: HTTP://BIT.LY/DIRECTA2013ENGLISH