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Branding Engagement ‘Aligning Employee Engagement with Customer Engagement’ 30th & 31st October 2008, Barcelona
Your prestigious speaker panel
Find your reasons to attend
Andrew Buckley, American Express Vice President Marketing
In today’s highly competitive world companies must consider their employees as their first market in order to gain competitive advantage. Organizations seeking to develop their employer brand are now aiming to enhance their profile both externally and internally.
Andrew Huestis, TNT Express Marketing Communications Director Frans Cornelis, Randstad Holding Managing Director group Marketing & Communications Robert Dossin, IMS Health Vice President Marketing EMEA Frederik Wittock, Johnson & Johnson Global Communication Director Martin Lammers, Vodafone Head of People and Organisational Development Building Stephane LeCamus, Unilever Global HR Brand Director Pablo Aranguren de Milicua, Telefonica Brand Development Director Anja Steinig, Logica Global Brand Manager Bruno Pfalzgraf, Levi Strauss Former Vice President Branding Cathrine Vincenti, Ericsson Director Employee Empowerment Gianni Cossar, PPG Industries Former Global Brand Development Manager ICI Autocolor Peter de Haan, Akzo Nobel Head of Corporate Internal Communications Jennifer Philpot, Ernst & Young Recruiting & Employer Brand Leader Media partner:
Learn and Experience how to encourage your employees to ‘live the brand’ and removing obstacles that are hindering delivery of the brand promise. Find out how to re-brand in a local or global market and how to keep your current customers loyal to your Brand. Delivering an innovative employer brand Gaining coherence between HR, Marketing and Communication Building your brand for the inside Developing a global identity to grow your brand on a worldwide basis Measuring the effectiveness of your internal branding strategy Re-branding in local/cultural focused markets
Who WILL attend Heads, Directors, Managers for: Branding, Marketing, Communications, Internal Communications, Employee Communications, Corporate Communications, Corporate & Brand Identity, Human Resources, Employee Relations, Brand Development, Business Development, Public Relations, Integrated Marketing Communications, Training & Development, Employee Engagement, Image Management and Human Capital.
Booking line: tel: + 421 257 272 263, fax: + 421 253 632 368
Day 1, October 30th 2008 8:30 Registration & Coffee 9:00 Opening remarks from the chair Rui Miguel Coelho, Instituto Superior de Gestão Post Graduate Professor Marketing Branding and Employee Engagement 9:10 Employees Motivation and Impact on Brand • Aligning employees to the brand • Getting employees to understand, be motivated, inspired and engaged through effective internal branding, messaging and creative ideas • Understanding employee motivation • Delivering higher levels of customer satisfaction through engaged employees
Cathrine Vincenti, Ericsson Director Employee Empowerment 9:50 How to Use Engagement in Attracting New Talent • Do you know why your employees choose your company? • How to become the Employer of choice / how to keep your employee • How a strong engagement policy helps to attract and retain staff • Ensure that you offer new staff a realistic image of your company Reserved TBC
10:30 Morning Coffee & Networking Emotional Branding: Connecting Brands to People 11:00 The fault dear Account Manager, is not in our stars, but with the Brand • Branding for B2B face to face sales and account management • Research and Value quantification • Challenges and Experience
Andrew Buckley, American Express Vice President Marketing 11:40 Brand values in B2B markets • Visualizing brand meaning • Using different media and messaging to keep the Brand vibrant • Conversation, by definition the heart of social media • How will the media mix change and how will brands be affected
Robert Dossin, IMS Health Vice President Marketing 12:20 Interactive round-table session – From By-standers to Brand Champions from talking to living the Brand • If you take your Brand seriously you make your Brand Values an integrated part of your recruitment, leadership development and performance management • It’s not interested to know what a customer or an employer wants. If you want to be successful everyone in the organisation must understand the underlying customer needs. That’s an essential difference. Everyone in the organisation must be aware of this difference. What is needed to make this difference? In what kind of way can you keep on communicating with your customers? • How to keep/reach new talent with your core identity?
Martin Lammers, Vodafone Head of People and Organisational Development
13:00 Luncheon From Internal Branding to Customer Engagement 14:20 From Internal Communication to External Growth • Work with Employees to build the Brand • Recognizing the need to create living Brands that connect with Employees • Developing Campaigns internally that can drive External Brand campaigns • Ensuring your internal and external communications work hand in hand
Frederik Wittock, Johnson & Johnson Global Communication Director 15:00 Building Brands from the Inside • Overcoming challenges to internal Communications on Branding • Having a clear view of your Organization’s cultural values • Aligning cultural and brand values • Building brand equity through an aligned organization
Bruno Pfalzgraf, Levi Strauss Former Vice President Branding 15:40 Interactive round-table session – The connection between your People and your Brand • How to define a strong and unique EVP to drive engagement and strategic alignment? • Is Employee Insight the key to delivering a motivating Brand promise? • How driving a Global Brand versus local relevance? • The internal versus the external: How do you use a positive internal Brand to drive the change your external Brand image? • New Branding: How can the Brand drive behaviour change?
Stephane LeCamus, Unilever Global HR Brand Director 16:20 Afternoon Tea & networking Branding and Measurement 16:50 Interactive Panel Discussion • How do engaged employees give a return on investment? • What is the impact of engagement on commitment, performance and retention? • Do you have the right model to measure your organization’s individual needs? • Customer and Employees, what can be measured? • The correlation between engagement and improved performance, how can you measure this? • How to measure your employee engagement?
Andrew Huestis, TNT Express Marketing Communications Director Pablo Aranguren de Milicua, Telefonica Brand Development Director Jennifer Philpot, Ernst & Young Recruiting & Employer Brand Leader 18:20 Closing remarks of topics covered throughout Day 1 from the chair Speakers and delegates are cordially invited to attend a
Networking Cocktail Reception followed by Dinner
email: branding.engagement@jacobfleming.com, www.jacobfleming.com
Day 2, October 31st 2008 8:30 Registration & Coffee 9:00 Opening remarks from the chair
Strategic Corporate Branding 9:10 How to Create Brand Loyalty • Brand, the promise to your customer • Corporate Communications and Corporate Strategy • Effect of a Brand name on consumers evaluation • Ideas for Building and sustaining long-term Brand Equity • Going for Customer Relationship Optimization
Reserved TBC
9:50 Creating a common brand identity after large mergers and acquisitions in B2B markets • The challenges: - How to overcome legacy brands and cultural differences - Founding in economical difficult circumstances • The case study – name change in one day! • Values and business strategy • Ways to create an identity for a corporate brand
Anja Steinig, Logica Global Brand Manager 10:30 Morning Coffee & Networking
Getting your brand out there – strong Branding 11:00 Integrating Communications and Marketing for Maximum Engagement • What is the relative influence of various stakeholders • How do you manage the processes and influence the results • How to really connect with your employees • What does success look like?
Frans Cornelis, Randstad Holding Managing Director group Marketing & Communications 11:40 Launching a new brand for a global workforce • Re-branding: How to create excitement among employees • How to deal with a global roll-out of a new identity • Engaging a diversified workforce to deliver on a new brand promise • Brand engagement as integration tool
Peter de Haan, AkzoNobel Head of Corporate Internal Communications 12:20 Interactive round-table session – Maximizing Efforts • How do you Align your External and Internal Brand Strategies to Maximize your Branding Efforts? • What makes a successful corporate brand? • Building your Brand in a Digital World, what ways are there? • How to develop a marketing communication strategy which is focused on increasing market share for the client? • How to win the ‘game’ by differentiating your Brand?
Andrew Huestis, TNT Express Marketing Communications Director
13:00 Luncheon
Brand Revitalization & Re-Branding 14:20 Global Rebranding: the ICI Autocolor Case History • Applying the Branding Theory to a Global Rebranding Project • Rebranding as a Strategic Brand Positioning tool • The Rebranding Management Model • Internal & external critical issues
Gianni Cossar, PPG Industries Former Global Brand Development Manager ICI Autocolor 15:00 Interactive Panel session: Summary & Closing Remarks of topics covered throughout the 2 days • How to appeal to the emotions of your internal audience? • What ways to Establish and consolidate the link between external and internal branding strategies? • How do you get all your stakeholders in the same direction? • When and how to get your Brand in ‘Brand New’ shape? • There is a need to link reward to your company culture? • How do you go from identity to personality?
Andrew Huestis, TNT Express Marketing Communications Director
Pablo Aranguren de Milicua, Telefonica Brand Development Director Jennifer Philpot, Ernst & Young Recruiting & Employer Brand Leader 16:20 Farewell Coffee & Networking The Jacob Fleming Group specialises in organising top level business to business conferences with strategic orientation. Senior decision-makers from leading companies are present at our events both as speakers and as delegates. Our fields of interest include oil & gas, finance, telecommunications, petrochemicals and the pharmaceutical industries. Extensive research, careful speaker selection and top class venues provide a unique incentive and exceptional opportunities for the executives and experts participating in Jacob Fleming conferences. www.jacobfleming.com For any questions concerning the content of the agenda, please contact Hans van de Broek, Conference Producer, hans.vandebroek@jacobfleming.com
Booking line: tel: Confirmed later, fax: + 421 253 632 368
Meet Our Comprehensive Speaker Panel Bruno Pfalzgraf, Levi Strauss Europe Former President Levi Strauss Signature & Dockerers Bruno Pfalzgraf, a French national, joined Levi Strauss Europe in October 2002 as Vice President of the Levi Strauss Signature® brand which he launched in Europe in 2004. In March 2005, Bruno also took over leadership of the Dockers® brand where he has redefined the brand position, now globally aligned, and refocused the product line and marketing plans. Bruno also has a performance developer role, building the brand teams’ across Europe. Prior to joining Levi Strauss Europe, Bruno spent 10 years working for VF Europe. His first 5 years with VF saw him launch their mass market jeans business (Maverick, Oldaxe) in France, before spending the following 5 years running the company’s mass market jeans business for Europe. Bruno graduated from the Business School of Strasbourg (IECS).
Robert Dossin, IMS Health Vice President Marketing, EMEA Robert Dossin joined IMS in 2005, bringing 13 years of blue-chip marketing experience gained from international marketing and market research roles in both business-to-business and business-to-consumer environments. Dossin leads all IMS marketing activities in Europe, Middle East and Africa (EMEA), raising awareness of IMS’ high value services to both external and internal audiences and capitalizing on brand and product opportunities in its fast growing portfolio, within a dynamic and complex pharmaceutical market environment. Prior to IMS, Dossin held senior marketing positions at Forrester Research, a thought-leader in strategic Information Technology advice. Dossin studied Business Economics with a major in Market Analysis and Business Statistics at the Erasmus University in Rotterdam, Netherlands. He also holds an MSc in Marketing from Glamorgan University in Wales and a Postgraduate Diploma in Marketing (DipM) from the Chartered Institute of Marketing in the United Kingdom, where he is also a Chartered Marketer.
Frans C. Cornelis, Randstad Holding Managing director group marketing & communications Frans Cornelis graduated in Commercial Law and Information Science at the University of Leiden in 1982. In 1983, he also obtained an MBA from INSEAD. He worked with ICI, OPG’s Gammaster group and AT&T Network Systems and KPN Telecom. In 2003, Frans joined Randstad Holding as managing director group marketing & communications. His team is in charge of the marketing and the in- and external communications within the Randstad Group. They also act as the Brand Champion for managing the Randstad brand portfolio. Outside Randstad, Frans is also treasurer of the Netherlands Marketing Association (NIMA), chairman of the European Marketing Certification Foundation (EMCF) and chairman of the Foundation for Interactive Digital Screen Communication (IDBC). He also plays an active role as a board member of the National Rowing Association (KNRB). Frans is married and has three children, and apart from rowing he enjoys skiing and travelling. He also admits to being quite a Rolling Stones fan!
Martin Lammers, Vodafone Head of People and Organisational Development Building Senior HR Professional who has helped change and shape Vodafone Netherlands key capabilities to meet the strategic people challenges. He has directed programs to make the Brand promise to our customers really happen. A leading theme in his career has been creating movement in organizations by means of having hard knowledge of soft issues. Martin Lammers started his career as assistant professor in Physical Education on Nijenrode School of Business. On Nijenrode he has been participating in several executive programs amongst others for Aegon, KBB and ABN AMRO. As Dean of Campus he was a member of the Board of Nijenrode and responsible for a campus of 600 students. He also worked for Cargill Benelux as Manager Training & Recruitment. He has an extensive experience as a facilitator, trainer and coach. Within Vodafone he has been Head of Learning and Development and Business Partner for Marketing, Customer Management, Shared Services and Network & IT.
Stephane le Camus, Unilever Global HR Branding Director Stephane le Camus is Global HR Branding Director for Unilever. He holds a degree in marketing gained in his native France and before joining Unilever worked in brand consultancy. He spent 12 years as a brand consultant, specialising in harmonising corporate and consumer brands internationally for clients such as LVMH, Unilever, BA, and BAT. He spent his last two years on the consultancy side developing the Unilever global employer brand, before joining Unilever Global HR in 2002 as a marketer to bring marketing best practices to talent management. He is a regular speaker on the benefit of bringing a ‘consumer’ perspective to HR ‘products’ from employer brand, leadership brand to HR out-sourcing. Unilever is an Anglo-Dutch company employing more than 180,000 people in almost 100 countries, with corporate headquarters in London and Rotterdam. It is one of the leading suppliers of fast moving consumer goods in the world.
Andrew J. Buckley, American Express Vice-President Marketing & Strategy Andrew J. Buckley is Vice-President for Marketing & Strategy with American Express Global Commercial Card and leads a team based in eighteen countries.Previously at American Express, he held senior Marketing, Sales, Relationship Management and eBusiness technology roles in both the UK and in New York. Before American Express, he was a Principal Consultant with PricewaterhouseCoopers, and before that held sales
and marketing roles with major Telecoms and IT companies. This experience included the startup of Telco’s such as Cegetel in France and BT NIS in Japan. He has an MBA and undergraduate degree in electronic engineering, is a Chartered Engineer and Member of the Chartered Institute of Marketing.
Cathrine Vincenti, Ericsson Director Employee Empowerment Worked as HR head for business units as well as global process driver, e.g. Competence management, knowledge networking and leadership projects. Cathrine, born and raised in Sweden, works at the GF HR&O Leadership team for Ericsson, Stockholm. Global facilitation work and reviews. Cathrines focus is on the Employee empowerment process – survey and improvement work. Furthermore on leadership projects and behaviour change support globally. Current Ericsson challenges are to link CSM – Brand- Employee engagement and Finance measurements (project ongoing) and to keep our high scores. Cathrine used to be horseback rider and is now into golf, bodypump and ball room dancing.
Frederik Wittock, Johnson & Johnson Senior Director, Global Communications Director Frederik is the leader of communications team since joining J&JPRD in May 2004. His responsibility are designing, developing and executing a proactive and innovative internal and external communications strategy to support global business goals using Europe (Belgium, France, U.K., Spain, Switzerland) as the base. He has successfully organized and led a number key internal and external communications. Before joining J&JPRD, he had been Communication Manager, North Region (Scandinavia and Benelux) for Aventis Pasteur MSD, the European vaccine joint venture. In this function Frederik organized on a continuos basis information sessions and programs on vaccines and infectious diseases for journalists and Key Opinion Leaders. Previous to that, he had been head of communication for several Belgian Ministers (Scientific Policy, Telecommunications, Social Affairs). Frederik holds a degree in modern history from the University of Ghent and completed postgraduate work in communication sciences.
Peter de Haan, AkzoNobel Head of Corporate Internal Communications A writer by profession, Peter started his career in business communications in the early 90s as an industrial journalist. Since then, he has built a career in employee communications, culminating in his current position as Head of Corporate Internal Communications at AkzoNobel, the largest global paints and coatings company and a major producer of specialty chemicals. Since his appointment to the role in 2004, he has mainly focused on building and professionalizing central employee communications by setting up central internal comms processes, systems and networks, streamlining the internal communication channels and tools, and creating a system for corporate messaging. In addition to his regular responsibilities, such as CEO communications, communications support for company-wide corporate programs and initiatives, and integration communications, Peter and his team are currently working on a company-wide brand engagement program, following the re-launch of the AkzoNobel brand earlier this year.
Anja Steinig, Logica Global Brand Manager Anja is the Global Brand Manager of Logica since 2003 and in this role she guided the groups brand through four major mergers and acquisitions that increased the company size four times. She joined the IT services Industry in October 2000 and worked in a number of different roles in Corporate Communications and Group Marketing including, internal communications, web, events and advertising. Born in 1967 in Germany (BerlinWest) she holds an MA in journalism and literature. Anja moved to the Netherlands for her professional career where she first worked in the field of web and multimedia communications for different companies.
Jennifer Philpot, Ernst & Young Recruiting & Employer Brand Leader Jennifer is the Global Recruiting and Employer Branding Leader for Ernst & Young with strategic responsibility for more than 50,000 professional hires across 140 countries. Jennifer brings a wide range of experience to the challenge, having taken on this new role in 2005. Previously Recruitment Marketing Director for Ernst & Young in the Americas, she built on her valuable experience in brand marketing and integrated communications for global brands such as ATT, Kellogg’s Corn Flakes and Halls cough drops. With both senior agency and corporate experience, Jennifer has an in-depth understanding of brand engagement and the importance of driving consistent customer experience through employee engagement. Originally from Mexico, Jennifer holds a degree in Marketing and International Business from Baylor University in Texas.
Gianni Cossar, PPG Industries Former Global Brand Development Manager ICI Autocolor Gianni Cossar is a Marketing and Business Development professional with extensive international experience. He developed his management competencies mainly within the Automotive (OEM & Aftermarket products & services for the car industry), Coating, Heating, Refrigeration & Air-Conditioning industries. He has worked for major companies such as Ariston, PPG Industries and Danfoss Educated to MBA level Gianni has lived, studied and worked in Italy, England, USA and Ireland. He is a Chartered Marketer, is an experienced management consultant and is the author of numerous articles published in England and in Italy.
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