MMA Forum: LATAM (São Paulo) - September 2, 2010: Agenda

9:00-12:00

Introduction to Mobile Marketing Workshop

 This intensive mobile marketing workshop will introduce many concepts around mobile marketing, including how mobile can be used to engage consumers and businesses alike, introducing the landscape and ecosystem of players that help businesses practice mobile marketing.  In addition, mobile advertising and related awareness generating and consumer participation incentive tactics will be discussed, as will related mobile marketing practices like mobile enhanced cause marketing, mobile giving, and more.

Ana Carolina Hevia Alvarez: Director, Mobile and Emerging Platforms; F-biz

Michael Becker:  Managing Director, North America; Mobile Marketing Association

Marco Lopes: Managing Director, LATAM; Mobile Marketing Association

Jeff Simmons: Director of Technology Programs; CTIA

1:30-3:30

Operator Session (invite only)

 This invitation only session for Operators will feature a discussion with Turkcell, the leading communications and technology company in Turkey that generated $100M from mobile marketing last year.  The session will also feature a general introduction to mobile marketing internationally and Alcatel-Lucent will discuss permission marketing.

Paul Berney: Managing Director, EMEA; Mobile Marketing Association

Thomas Labarthe: Vice President of Mobile Advertising; Alcatel-Lucent 

Ozan Saglam: Product & Services Management, Mobile Marketing Product Architect; Turkcell

4:00-6:00

Regional Insights (Members Only)

 What are the trends in MM worldwide?  What can members in LATAM learn from these lessons? This session give you the opportunity to hear from the MMA”s MDs who sit in unique international, neutral roles.

Michael Becker:  Managing Director, North America; Mobile Marketing Association

Paul Berney: Chief Marketing Officer and Managing Director, EMEA; Mobile Marketing Association

Marco Lopes: Managing Director, LATAM; Mobile Marketing Association

8:00

 Registration Opens

9:00-9:05

Master of Ceremonies

Patricia Maldonado: Journalist 

9:05-9:15

Welcome from the Mobile Marketing Association

Marco Lopes: Managing Director, LATAM; Mobile Marketing Association

9:15-9:45

Keynote:  Mobile - Past, Present & Future

The future of mobile is already here. Blending learnings from the past with current innovations from around the world gives us an amazing opportunity. Mobile is ready for prime time and we have the opportunity to reinvent how brands engage with their customers.

Simon Andrews: Founder; addictive

9:45-10:05

 Keynote – Dynamic Global Automotive Brand

A major brand in the automotive industry will discuss how mobile fits into their overall marketing strategy in Latin America.

Marcel Buainain: Online Manager; Citroën

10:05-10:25

Keynote

In this presentation, Jeff will share metrics and data surrounding what is working in mobile marketing within Latin America. He will also share case studies.

Jeff Merkel: Director, Mobile; Google

11:05-11:50

 Panel: Mobile Marketing is Happening Now 

Hear case studies from Latin American and global mobile marketing campaigns. Speakers will present a brief case study followed by a discussion and audience question & answer.

    Sponsored By: Gemalto

Moderator:
Fernanda Magalhães: Operation Director of Mobext Brazil, Mobile Marketing division of Havas Digital; Mobext Brazil

Speakers:
Reinaldo Acosta: Vice President Media; waumovil
Jesper Rhode Andersen: Ericsson
Fabiano Destri: Ginga Mobile
Cristiane Higashi: New Media Marketing Manager; Gemalto
Fatima Pissarra: Head of Media Solutions; Navteq Brazil

11:50-12:10

Keynote: The Future of Permission Marketing: the Customer Owns the Customer

Give the people what they want? When it comes to effective mobile marketing campaigns, this is more than well-meant advice. It’s a business imperative. Using permission-based marketing you can put the customer in the driver’s seat, create relevance with scale and there’s a good chance your audience will listen to you. Consumer market research findings will be shared.

Thomas Labarthe: Vice President of Mobile Advertising; Alcatel-Lucent

12:10-12:30

Market Outlook and Mobile Perspectives in Latin America

Metrics, research and insights around mobile marketing in Latin America

Thiago Moreira: The Nielsen Company                                                                                                                Roberto Vazques: The Nielsen Company

12:30-12:55

Keynote: Mobile Messaging: From Evolution to Revolution

Pablo Mlikota, will provide a messaging roadmap for the CALA region, showing how evolving network and handset technology, coupled with increasing customer expectations, have led to explosive growth in the use of mobile messaging for marketing purposes. We’ll explore what these recent trends reveal about the continued growth of mobile messaging as a vehicle for both marketing and personal communications. Jeff Simmons will present on how using common short codes can play a key role to enhance mobile marketing campaigns for brands to reach their target audiences in CALA.

Pablo Mlikota: Senior Vice President, Caribbean and Latin America; Syniverse Technologies

Jeff Simmons: Director of Technology Programs; CTIA

14:00-14:30

 Keynote: Creating Magical Marketing Experiences using the 7th Mass Medium

 This presentation will include engagement marketing with a focus on the digital divide, looking at what’s hot in Japan, Singapore and Scandinavia and the advanced markets, with comparisons and contrasts to the emerging world markets.

 Tomi Ahonen: Author; Mobile as 7^th of the Mass Media

14:30-14:50

Keynote: Insights & Technology Make a Perfect Marriage for Mobile Media

Agencies and brands today tend to view mobile as just another fracture in the media mix.  The reality is much different.  Mobile ad networks and the technology they provide offer planners the opportunity to make an integrated buy with the creative impact of TV, the performance of search, and massive reach – all in one place.  Never before in the history of media has this been possible.  Yet many planners make mistakes that undermine the value of mobile technology.  This session provides a simple explanation of mobile technology with practical advice to planners to unlock its full potential.

Khamir Bhatia: Director, Strategic Projects; InMobi

14:50-14:55

Point of View - Video

 Washington Olivetto: Chief Creative Officer; WMcCann

14:55-15:35

Panel: Mobile Advertising Now and Next

What are the current opportunities and future scenarios of mobile advertising? This panel will discuss points of view from agencies, content providers and advertisers to get the best results for the advertising market in mobile internet applications, SMS campaigns, sponsored content and other emerging platforms.

Moderator: Federico Pisani Massamormile: CEO; Hanzo and Interim CEO; Mobile Marketing Association

Speakers:
Marcelo Castelo: Partner; F-biz
Sandra Jimenez: Chief Mobile Officer; Abril
Guilherme Loureiro:  Interactive Media Manager; TALENT
Rosana Moya: Vice President, Client Services; Sun/MRM Worldwide
Adilson Xavier: Chief Executive Officer: GIOVANNI+DRAFTFCB

15:35-15:55

Keynote: War of the Apps - Winning Strategies

 Terence Reis: Director of Operations; Pontomobi

16:15-16:35

Presentation - Taking TV Brands Mobile

 Over the past five years Turner Latin America has built a broad portfolio of mobile products that engage its audiences beyond the TV screen and personalize the entertainment experience in a variety of ways.  As owner of thirteen TV networks spanning content genres from kids & animation to breaking news, Turner addresses the challenges of tailoring mobile offerings for each of its brands while creating value for a multitude of stakeholders, and doing so in a mobile industry environment that continues to evolve at a rapid pace.

 Josh Weinrobe: Director of Business Development; Turner Latin America

16:35-16:55

Panel:  Winning Mobile Marketing Strategies - How to Build a Successful Campaign

ProXXima magazine has just announced the Top 5 mobile marketing cases in Brasil elected by brands, agencies and marketing professionals. In this panel Ambev, Johnson & Johnson, Kraft/Cadbury,Nivea and Unilever will debate on the challenges and opportunities to leverage on mobile as a key platform for winning marketing strategies. 

Moderator:
Pyr Marcondes: Managing Director; ProXXima Magazine

Speakers:
Fernanda Marcondes Pincherle: Marketing Manager; Johnson & Johnson

16:55-17:20

Keynote

 How Unilever made mobile part of its core marketing strategy - and how to replicate its experience through the market.

 Maria Luisa Askar Lopez: Media Director, Unilever Brasil

17:20-17:50

Keynote: Give Your Business the Mirror Test - Is Your Company Really Breathing? - Here's How You and Your Company Must Adapt...Or Die.

Hailed a "Celebrity CMO" by Forbes Magazine, and famous for his outspoken appearances on numerous television networks, Jeffrey Hayzlett is widely recognized as one of the most influential marketers of our time.  He’ll talk to us about what he calls “The Mirror Test,” the title of his new book and a new way to look at your company’s marketing and sales strategy.   Hayzlett will share with you some of the newest ways to win with social media, redefine your elevator pitch and help you to transform your business.  He has just lead one of the biggest iconic turnarounds of Kodak and is here to share how you can do the same for your business.

 Jeffrey Hayzlett: Bestselling Author, Celebrity CMO, Digital Thought Leader

17:50-18:00

Closing Remarks

 Marco Lopes: Managing Director, LATAM; Mobile Marketing Association

Federico Pisani Massamormile: Chief Executive Officer; Hanzo & Global Chair and Interim CEO; Mobile Marketing Association