Efma CMO Summit 2013

www.efma.com/cmo

CONFERENCE

THE CMO SUMMIT A new generation of marketeers to drive retail banks through turbulent times 12–13 December 2013 Paris, Hôtel Lutétia Best practices in retail financial services, more information on www.efma.com

CONFERENCE

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THE CMO SUMMIT A new generation of marketeers to drive retail banks through turbulent times The role of the Chief Marketing Officer in financial institutions has changed dramatically in recent years and is continuing to evolve. This new Efma conference focuses specifically on the needs and challenges faced by CMOs. They no longer just need ‘traditional’ skills but also new capabilities, covering areas such as finance, IT and legal. They have a more strategic and tactical role than ever before. They have to be more agile to cope with an increasingly complex, rapidly changing and economically difficult environment.

Meanwhile, they also need to become more customercentric. The ‘digital revolution’ has changed customer behaviour: they increasingly expect a closer relationship, faster, real-time responses and a greater depth of technical knowledge. Thus, sales and marketing departments have to collaborate closely on issues such as customer acquisition and retention. As a result, the CMO’s role is becoming more central, broader but also more exciting. In facing new challenges, CMOs might need to seek solutions in other sectors.

The 1st Efma CMO summit

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Since its formation in 1971, Efma has established itself as a key industry voice that has helped to both shape and reflect changes within the retail finance sector. In line with our continuing commitment to providing a forum for highly topical issues, we are proud to announce the very first CMO Summit.

This new event will give senior marketing executives in financial institutions a unique opportunity to explore the exciting and challenging times that lie ahead. Efma is the only financial events organiser that is currently addressing this specific topic, which highlights the crucial role that will be played by CMOs in the future.

Key questions What are the key challenges facing CMOs? Developing a more tactical and strategic role. Establishing new relationships with other departments and organisations.

Developing new IT, finance, legal and analytical skills.

How can CMOs become more customer-centric?

Improving customer knowledge, changing the marketing of financial services and products, and developing more effective customer interactions. Developing new skills in

marketing teams; exploring innovative marketing solutions.

The role of service and experience.

How can marketing and sales collaborate to improve efficiency? Building a customer-centric organisation.

The changing role of marketing in driving new-style branches. New customer acquisition, loyalty and retention models.

Hot topics Other key topics will include: A focus on the four ‘Ps’ (pricing, promotion, place and product) Developing benchmarks: learning from other sectors Creating new business opportunities

12–13 December 2013 Paris

The multichannel approach and the challenge of social media Measuring ROI and prioritising investments Monitoring and responding to changes in regulations

THURSDAY 12 DECEMBER 2013 MORNING

Alberto Naef Head of Global Marketing UniCredit Italy

The CMO’s changing role: finding the right balance – Changing customer behaviour – Service/product digitalisation – Global scope – Local regulation

Mark Magnacca Chief Marketing Officer Gulf Bank Kuwait

The CMO’s role in leading the transformation to a money and information business in the social era – The changing relative value of money and information – Who do you trust more?

– The social era – Revolutionary leadership

Sophie Heller Directeur ING Direct ING Bank France

How strategic and tactical marketing supports the business vision – Analytical insight supports the strategy in the longer term – Operational marketing contributes to sales in the shorter term – Efficient marketing is a continuous balance between data and emotions

Nathalie Couveignes Directrice Marketing Axa Banque France

The CMO’s role: facing new challenges and developing new skills – Doing more with less – Finding the right balance between art and science – Managing an increasingly complex environment with multiple interdependencies

Larry Magnesen Senior Vice President Director of Corporate Communications Fifth Third Bank USA

CMO or CRO? Rebuilding a bank’s reputation after the financial crisis – The worldwide financial crisis damaged the banking industry’s reputation – Reputation risk management: the CMO often acts as the Chief Reputation Officer – How Fifth Third Bank built and executed a strategy that is producing significant, quantifiable improvements in reputation metrics among key stakeholders

Markus Kramer Former Global Marketing Director Aston Martin Lagonda United Kingdom

CMO: the chief joiner of dots in an integrated world – The dramatically change of marketing’s role in the last few decades – Far-reaching changes beyond the channel mix: the underlying implications are much broader and deeper reaching for marketing – The CMO’s growing influence across the whole of the organisation – Marketeers need to break free: from a legacy focus on promotion, start joining-up the dots and play a wider growth leadership role

12–13 December 2013 Paris

www.efma.com/cmo AFTERNOON

Beyza Selçuk Director of Marketing and CRM TEB Turkey

How to shape our future banking customers expectations – The responsible bank’s key role in shaping their customers’ future – TEB Family Academy programme: how TEB is helping to create a better future for families in Turkey – Understanding and improving our customers’ financial health

David Harrison Chief Marketing Officer Global Lifestyle Protection Genworth Financial United Kingdom

How a CMO in a global organisation uses customer experience to drive product development Linking tomorrow’s products to today’s customers in a context of: – Continued European economic pressures – Increasing austerity measures – And ageing populations

Tomasz Marszałł Chief Marketing Officer PKO Bank Polski Poland

Marketing and segmentation strategies in a mass market bank approach: presentation of case studies – SKO and Junior: banking for children – Private banking: affluent and demanding clients – IKO: mobile payments of generation Y – Changing the face Rotunda 2013: public sector – Corporate testimonials

Guillaume Gozlan Chief Marketing Officer Meilleurtaux.com France

Are there any links between competition among French banks and online searches?

– Are mortgages more interesting than politics in searches?

– The 20 most expensive AdWords on Google US – Let’s say bankers are surfers at the windsurf Lacanau Pro 2013: what is the level of competition between French banks on mortgages, under windsurf rules?

– The rates wave, national moves/regional differences in purchasing power: is there a link with online searches?

– Marketing 2013 = web data analytics + CRM data analytics + profiles data analytics + process data analytics

Andrzej Olejnik Chief Marketing and Sales Officer Platinum Bank Ukraine

Do we, bankers, really have to be boring to succeed?

– Why is it that most banking ads look alike?

– Do we really have to be boring to be successful?

– How stepping out of our comfort zone sometimes pays off

FRIDAY 13 DECEMBER 2013 MORNING

Jakub Petřina Chief Marketing Officer Air Bank Czech Republic

What does it take to build a bank brand?

– Even in banking, we need to differentiate – Customer experience, not advertising, builds brands – You need to build your brand with employees first – Why it helps to have a CEO with a marketing background

Marco Siracusano Head of Marketing Banca dei Territori Intesa Sanpaolo Italy

Intesa Sanpaolo’s retail customers: a new multichannel journey – Changing market scenario – Lessons learnt from retailers – From new opening hours to multichannel platform – Customer experience is key

Mark Holtom Director and CEO Eventricity United Kingdom

The move from Kotler’s 4P marketing to service based marketing

Frédéric Lapeyre Director of Marketing Personal Banking LCL France

Marketing’s role is to sell more and again: experiences in new retail banking – Retail banking outlook and imperatives – Key players and the role of marketing – Linking marketing and sales – Experience in moving from product-based selling to needs-based selling

Roberto Ferrari General Manager Retail Banking CheBanca!

Italy

Leading a marketing-driven bank – CheBanca! Positioning, mission and key facts five years after launch – Building the future: . Key challenge 1: consumer behaviour vs. business model (adaptive leadership) . Key challenge 2: tech trends vs. planning and cost control (vision and focus) . Key challenge 3: organisational structure and processes vs. customer centricity (discipline and belief)

www.efma.com/cmo AFTERNOON

John Warburton Director Strategy, Planning and Impact Allianz Germany

Allianz: from marketing to market management – The Allianz journey from a financial conglomerate to a customer-centric global company – Transformation is a long-term journey and some key issues need to be resolved: . Global vs. local responsibilities in a digital world, especially in determining market strategy . Aligning (very local) products with customer needs . Addressing ‘research online, purchase offline’ customers in proprietary distribution networks . The evolution from trying to drive a customer aware mindset (via Net Promoter Score) to embedding user-centred design to deliver customer-oriented processes

Damien Daly Director of Marketing and Customer Analytics Bank of Ireland Ireland

Customer analytics to drive actionable customer segmentation across multiple customer touch points – Using customer analytics to influence the choice of marketing channels and strategies, and boost sales effectiveness

João Mello Franco Head of Retail and Private Banking Marketing Banco Espírito Santo Portugal

Improving customer knowledge: from a historical to a proactive approach – Recent changes: eliminating silos and creating a new mindset – The multichannel opportunity – The big data challenge

12–13 December 2013 Paris

SCHEDULE

THURSDAY 12 DECEMBER 2013 8:15

9:00

9:25

9:50

Welcome coffee and registration Alberto Naef UniCredit

Mark Magnacca Gulf Bank

Sophie Heller ING

FRIDAY 13 DECEMBER 2013 8:15

9:00

9:25

10:45

Break

10:40

12:05

Nathalie Couveignes

Aston Martin Lagonda

Questions and answers

13:00

Lunch

14:40

15:05

Intesa Sanpaolo

11:30

Mark Holtom Eventricity

Frédéric Lapeyre LCL

Roberto Ferrari CheBanca!

Markus Kramer

12:30

14:15

11:05

Larry Magnesen Fifth Third Bank

Marco Siracusano

Break

10:10

11:40

Air Bank

Questions and answers

Questions and answers

Axa Banque

Jakub Petř ina

9:50

10:15

11:15

Welcome coffee

11:55

Questions and answers

12:25

Lunch

13:55

Beyza Selçuk TEB

14:20

David Harrison Genworth Financial

14:45

John Warburton Allianz

Damien Daly Bank of Ireland

João Mello Franco Banco Espírito Santo

Tomasz Marszałł PKO Bank Polski

15:10

Questions and answers

15:30

Questions and answers

16:40

Refreshments

16:00

Break

17:00

End of conference

16:30

16:55

Guillaume Gozlan Meilleurtaux.com

Andrzej Olejnik Platinum Bank

17:20

Questions and answers

17:45

End of day one

12–13 December 2013 Paris

REGISTRATION FORM

Scan me and register online now

THE CMO SUMMIT 12-13 DECEMBER 2013 Paris ATTENDEE’S INFORMATION Mrs.

Ms

Mr. / First name . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Last name . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

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VAT ID number (if applicable) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

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Assistant’s information (or person in charge of the registration) First name . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Last name . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . email . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Tel . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

PRACTICAL INFORMATION DATES The conference will begin with a welcome coffee on Thursday 12 December 2013 at 8:15 a.m. and will end on Friday 13 December 2013 around 5:30 p.m.

LOCATION Hôtel Lutétia 45 boulevard Raspail 75006 Paris, France Tel: +33 1 49 54 46 46 Fax: +33 1 49 54 46 00 www.lutetia-paris.com LANGUAGE All sessions and debates will be held in English.

ACCOMMODATION Each participant must pay the cost of his

or her accommodation directly to the hotel before departure. Rooms have been provisionally reserved for the nights of Wednesday 11 December and Thursday 12 December 2013 at the Hôtel Lutétia.

The cost of a single room per night is 220 euros, 240 euros for a double room (including breakfast and taxes).

An automatic confirmation will be sent by email within 24 hours after your registration.

In this email you will find a link to download an accommodation booking form.

To book your room, please complete and return this form to the hotel until Sunday 10 November 2013.

After this date the hotel cannot guarantee either room availability or prices. The hotel will automatically bill unoccupied rooms or late cancellations.

REGISTRATION The registration fee covers participation in the conference, documents, lunches and coffee breaks. Registration fees must be paid in full prior to the event. Efma reserves the right to refuse entry to any delegate who has not paid his or her invoice prior to the event.

We welcome late-bookers, but credit card information must be provided.

CANCELLATION All cancellations must be received in writing.

A 20% cancellation fee will be charged for all cancellations received on or before Thursday 28 November 2013. The full fee will be charged for cancellations made after that date, as well as to delegates who are unable to attend on the day, unless a substitute delegate is provided.

Substitutions are accepted at any time.

PAYMENT

REGISTRATION FEE 1,600 euros + VAT 19.6 % = 1,913.60 euros for Efma Members 2,400 euros + VAT 19.6 % = 2,870.40 euros for non members All registrations are strictly individual.

By bank transfer to Efma Sarl bank account IBAN: FR 76 3000 7999 9904 2252 7800 001 BIC: NATXFRPPXXX Natixis, FE3- Unité 3B/747 BP 4, F- 75060 Paris Cedex 2.

By credit card: MasterCard Visa American Express Card n°

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Efma l 8 rue Bayen l 75017 Paris l France l Tel: + 33 1 47 42 52 72 l Fax: + 33 1 47 42 56 76 l www.efma.com APE: 8230Z l VAT ID: FR 38 313 062 788 l Efma sarl company with registered capital of EUR 15,000 l RC Paris 313 062 788 In accordance with Article 27 of the law on the processing of personal data of 6.1.78, the information which you are requested to provide is necessary to enable us to process your registration and is intended for Efma’s services. You may access this information and request that it be rectified if necessary.

Illustrations: Bruno David

Expiry date