Program

MAY 18

MAY 19

Involve, Engage, Revisit - the world of Experiential Marketing

Experiential Marketing as part of the marketing mix. What does it actually mean? 
Kelly Odell, ThinkTank

KEYNOTE - "The world of sponsorship as part of Experiential Marketing -

today and tomorrow"

Kim Skildum-Reid, PowerSponsorship (Australia)

NETWORKING LUNCH

- Types of ambush (and which ones really work)
- The anatomy of your worst nightmare - a strategic ambush
- Ambush-proofing your sponsorships, and why the law won't help you

- Brilliant ambush techniques smart sponsors should borrow

Kim Skildum-Reid, CEO, Power Sponsorship (Australia)

BREAKOUT SESSION A: The do's and don'ts in arena and sports sponsorship

- National and international experiences from the world of arena sponsorship

Richard Hawkins, Associate, Bird & Bird

BREAKOUT SESSION B:
"Impossible is Nothing - Making a Global Brand personal through Experiential Marketing"

 

Stefan Alvarsson, Head of Brand Marketing, adidas Nordic

COFFEE BREAK

PANEL DISCUSSION: Corporate events - to turn Management questions into Experiential Marketing

- Increase motivation by corporate events
- How to calculate effectiveness and ROI?
- To go from strategy to commercial benefit

Moderator: Anna Dyhre, strategic HR consultant, Mindshift.

Panelists: Fredrika Sandell, Marketing & Communication Manager, AON; Patrik Havander, Head GTS Concept & Packaging; A SEB merchant banking, Fredrik Lundin, Nordic HR Director, Johnson & Johnson

Sports marketing - it's all about business!

- The challenge to enhance the revenue strategy
- Hit the target by using Experiential Marketing in your sponsorship strategy
- How did UBS maximize all aspects of the America's Cup sponsorship?

Scott MacLeod, CEO, Force10 (previous Senior VP Business Development, Sony Ericsson WTA Tour)

17.00-19.00

19.00

Cocktail hour at Courtyard by Marriott

DINNER at Rotundan/Operakällaren (Royal Swedish Opera)

MAY 20

Breakfast and registration

KEYNOTE: "Let your brand live through Experiential"

Kevin Jackson, Sales & Marketing Director, Jack Morton

CASE STUDY: Spendrups "To build a brand from the inside and out"

- Tribal Marketing - create social groups or communities that are centered around a product or service
- The consumer is in charge - how to prepare for the new reality
- Experiences from a successful launch with limited budget.

Leif Börjesson, Director of Innovation and Consumer Insight, Spendrups

PANEL DISCUSSION: Sponsorship & Experiential Marketing -
when something goes wrong

- Discussion based on real cases and situations where sponsorship has developed into a disaster for the sponsors
- What to plan for and how to act when disaster strikes

Moderator: Paula Hammerskog, Paulas Byrå

Panelists: Kevin Jackson, Jack Morton; Niklas Olovzon, S&B; Daniel Björklund, JJPartners; Agneta Molinder, Press Manager, Fortum

NETWORKING LUNCH

BREAKOUT SESSION A: A comprehensive approach to corporate responsibility

-   To combine your core business with the ecosystems - the CSR of tomorrow?

-   What's the difference from traditional environmental efforts?

   Partnerships as part of a strategic corporate plan

Aaron Kaplan, Partner, Sense Group

BREAKOUT SESSION B: Meetings of the future - a global study

- Recent study from Bodén & Co and Stockholm International Fairs on the importance of meetings
- Local becomes global - personal meetings in the 21st century
- Drawing conclusions - creating new meetings and ways to connect through experiential marketing

Jens Lanvin, strategic responsibility, Bodén & Co

BREAKOUT SESSION A: How to successfully implement Social Media with an event or campaign

Metro is the world's largest newspaper with young, urban and updated readers. With the increase of social media, Metro saw the opportunity to interact even more with the readers and thus become a natural part of their media consumption and daily behaviour in order to increase the effect of Metros communication

Kia Agerhem, Marketing Brand Manager, Metro Nordic

Please note that this is a late minute change in the program.

BREAKOUT SESSION B: Panel discussion: How can we use research to create events for the consumers of tomorrow?

- Consumer patterns are changing rapidly - how do we follow?
- Technological evolution creates new ways to communicate
- The role of sensory marketing in creating experiences for the consumers of tomorrow

Moderator: Kelly Odell

Panelists: Bertil Hultén, Associate Professor "sensory marketing", Linnaeus School of Business and Economics; Sara Rosengren, HHS and Jens Lanvin, Bodén & Co

PANEL DISCUSSION: Sponsoring the Arts - possibilities and challenges in winning an audience

- Sponsors and rightsholders give their perspective on successful partnerships
- Arts and culture vs. sports sponsorship
- Arts sponsorship in times of financial crisis
- Possibilities and challenges - arts and culture sponsorship in the Nordic region

Panelists: Katarina Swanström, Corporate Sponsorship, Museum of Modern Art Stockholm, Helen Lodell, Head of Communications Corporate relations, Scania, Kimmo Niku, Director Marketing and Communication, KPMG Oy AB (sponsor of Ateneum), Maija Tanninen-Mattila, Museum Director, Ateneum (Finland)

Conference ends