CMOEU2 SIR

CMO Europe www.gdsinternational.com/events/cmo/eu/

12th – 14th May 2015 InterContinental Dublin, Ireland

WELCOME!

At GDS International, we take huge pride in delivering the best value possible to our clients onsite ...Introducing the Summit Intelligence Report (SIR)

The SIR is a comprehensive overview of delegate profiles and key spending indicators.

Each delegate provided us with their personal and company biographies along with answers to our questionnaire requesting key statistical analyses of their budgets, budget allocation strategies, and areas of technology priorities.

The purpose of this report is to provide you with a useful resource when preparing for the Summit and all the information needed to make the best meeting selections.

Please do not hesitate to contact our team if you have any queries.

We look forward to seeing you at the summit and to working with you on many more in the future.

The CMO Team at GDS International

TABLE OF CONTENTS SECTION 1 INTRODUCTION -

HOW OUR SUMMITS WORK

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WHY ARE WE INDUSTRY LEADERS?

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QUALITY CONTROL

SECTION 2 SUMMIT INTELLIGENCE SUMMARY -

STATISTICAL ANALYSIS OF QUESTIONNAIRES

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STRATEGY BREAKDOWN BY INVESTMENT AREA

SECTION 3 DELEGATE INTELLIGENCE REPORT -

CONFIRMED DELEGATES

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COMPANY PROFILES

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EXECUTIVE PROFILES

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INVESTMENT QUESTIONNAIRES

HOW OUR SUMMITS WORK GDS summits are designed to provide a number of different networking channels to execute and promote business. Each summit takes place over a 3 day period and includes a combination of one-to-one prescheduled meetings, focused interactive workshops as well as constant networking opportunities. Senior decision makers will engage in business meetings with solution providers who are specific to their business challenges and areas of future investment.

The delegation is comprised of the most important and well respected, senior executives, in the industry, and the 40-minute meeting format is designed to surpass the traditional exchange of business cards and allow executives to have a good discussion on a personal level.

Key benefits:         

Industry leading decision makers, and your potential customers, under one roof at one time Be part of the discussions that shape the industry’s future Have a platform to announce new developments to the people who matter Network and develop contacts that will strengthen your business Position your company as a genuine market leader Maximize your spend by targeting your needs and solutions to relevant decision makers Educate your potential customers of the key benefits of your value proposition and raise your profile in the industry Increase your exposure to your target audience Win new business through the networking and one to one meetings

WHY ARE WE INDUSTRY LEADERS? FACE-TO-FACE MEETINGS Our Summits offer meetings on a pre-arranged, face-to-face, basis. According to a recent Forbes study, 92% of CEOs believe face-to-face meetings are the best way to win new business.

The Forbes survey revealed:    

87% of company managers surveyed preferred face-to-face meetings 92% think such an approach saves them time and 88% say it saves money 85% believe such an approach creates a more solid and stronger relationship 75% believe such an approach creates better social interaction

C – LEVEL DELEGATES GDS events provide the highest level of delegates in the industry, senior executives from Fortune 200 companies who are responsible for budgets running into billions. Our summits offer unprecedented access to these individuals through the one-to-one meetings.

TARGETED CONTENT We work closely with the leading analyst companies on a global basis to deliver the best content and analysis at our events. All our workshops and panel discussions are targeted around pressing developments and need areas within the industry ensuring our events are at the cutting edge and helping to drive industry forward. Bringing the industries key leaders together allows a unique opportunity to identify key challenges and work together over the 3 days to understand the solutions that will enable them to improve their business.

“I found the last few days very valuable from many perspectives. The level of delegates has been fantastic – I can't ask for anything more. The great part has been doing lots of one-to-one meetings with the people we need to connect to in our customer base: the one-to-one meetings and the level of networking easily surpass any other event.”

Simon Barnier – Lexmark

“It is one of the best formats that we are working with right now. We have sponsored two GDS summits and are looking forward to our third. The team have looked after us well and introduced us to customers we would not have otherwise met.”

Andrew Wilson – Accenture

“This is clearly the best format on the market and the most cost effective way to do business development for us at Symantec. The meetings with delegates, their level, the business topics, the workshops and the networking – all make it a multifaceted event from which we got enormous value!”

Arnaud Taddei – Symantec

QUALITY CONTROL At GDS International, our aim is to provide you with the optimum value for the two and a half days you’ll be joining us at the summit.

How we can guarantee this is simple: We ensure the best possible quality in delegate attendees. Just as it is important for you as a solution provider to meet with high level, budget holding, decision makers, it is important for us to provide our delegates with the targeted solution providers who can best meet their needs, thus justifying their time out of the office.

Our delegation targets are determined through highly focused planning: 

Market research in partnership with global analyst firms to identify industry trends, challenges, and forecasted budget spending patterns

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Review of topics and ideal delegates with our Summit Advisory Board, consisting of Global Industry Thought leaders and end users

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Creation of a targeted program agenda to attract the relevant delegates

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Formulation of a specific Delegate Target Report, which identifies the parameters in which we would define an ideal delegation, broken down by region, company size, budget size, and key focus areas.

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Analysis of each delegate who confirms attendance with assigned points value based around correlation with delegate targets

SUMMIT INTELLIGENCE SUMMARY

STATISTICAL ANALYSIS OF SUMMIT DELEGATE QUESTIONNAIRES 2015 BUDGET BREAKDOWN 25 20 15

Number of 10 Delegates 5 0

Budget Size (in EUR)

BUDGET BREAKDOWN BY ALLOCATION STRATEGY

9% Mandated investments to meet regulatory/legal requirements

41%

30%

Investments to maintain/run existing systems and process Investments to support business innovation Investments to support business growth

19%

INVESTMENT 2015: BUSINESS STRATEGY SERVICES / TECHNOLOGY CURRENTLY SOUGHT – LESS THAN 12 MONTHS 60 50 40

Number of Delegates

30 20 10 0

Investment Priorities 0-12 months

INVESTMENT 2015: BUSINESS STRATEGY SERVICES / TECHNOLOGY CURRENTLY SOUGHT – BEYOND 12 MONTHS 60 50 40

Number of Delegates

30 20 10 0

Investment Priorities 0-12 months

DELEGATE INTELLIGENCE REPORTS

CONFIRMED DELEGATE LIST Below you will find the list of confirmed executives that you will be meeting at the event. Utilizing this list and the information in the following pages will enable the business meetings you choose at the event to be best tailored around the service requirements of our delegation.

Company

Attendee

Position

Admiral Group Allianz SE Allianz SE Allied Irish Banks American Express American Express ao.com Avis Budget Group Avis Ireland Bank of Ireland Beiersdorf AG Boots BP British Beer Alliance British Gas Conde Nast Italy Daimler AG Danone Danske Bank De'Longhi Group DHL Diageo Diesel Diesel Dixons Carphone Ericsson Gala Coral Interactive GHD GSK GSK Jaguar Land Rover

Claire-Anne Coriat Carlo Bewersdorf Christophe Vaughan Joanne Farnon Eve Robertson Elizabeth Skinner Andrew Kirkcaldy Darren Peacock Mandy Young James Munnelly Matthias Ihnken Dave Robinson Ben Jefferies Neil Gannon Marg Jobling Manuela Muzza Wolfgang Ungerer Santiago Mier Per Mรถller Jensen Diamantis Economou Cristian Citu Malgosia Kwilosz Jo Jackson Nicola Giorgi Julian Diment Eva Sparr Alison Digges Caroline Rolfe Leo Miller Massimo Pavone Brad Young

Marketing Director Global Head of Digital Senior Project Manager - Digital Multi-Access Transformation Head of Social Media VP Digital Marketing VP Product Strategy & Development Group Brand Director Brand Director EMEA Head of Sales and Marketing Head of Marketing Intl. Head of Digital Marketing NIVEA Head of Loyalty & Partnership Marketing Head of Digital Communications Marketing Director Marketing Director Digital Marketing Manager Director of Brand & Marketing Strategy CMO and Global General Manager Activia SVP Marketing & Communication, Personal Banking Global Marcoms Director Director, Global Digital Marketing Customer Marketing Director Global Head of Creative Services VP Global Marketing Customer and Marketing Director VP Strategic & Tactical Marketing Gala Coral Brand Director Global Director of Digital Global Business Lead - Digital Transformation Digital Special Projects Director Global Head of CRM

Kia Motors Europe Lacoste LEGO Group Lufthansa AG LV= Marriott International Metro AG Microsoft Microsoft News UK and Ireland Orange P&G Paddy Power cPanrico Piaggio Renault Ireland Richemont Sainsbury's Sainsbury's Bank Samsung Samsung Electronics SERCOTEL Hotels Siemens Skipton Building Society Sony Computer Entertainment Europe Standard Life Staples Europe Swiss Re Telefonica Telenet Tesco Bank The Absolut Company The Coca-Cola Company The Co-operative Insurance Toyota Motor Europe Unicredit Group Visa Europe Volkswagen AG Volvo Car Group

Artur Martins Laetitia Laplace Lars Silberbauer Andersen Holger Schneider Victoria Wentworth Osama Hirzalla Anastasia Laska Stephen Gilbert Graeme Lindsay Oliver Keenaghan Thomas Penet Paris Kafantaris Tara Looney Albert Guell Casanova Chiara Ugozzoli Lynne Boucher Blago Petrov Helen Hunter Cara Chambers Greg Dawson Rory O’Neill Pedro Mir Florian Hiessl Rachel Ramsden Usama Al-Qassab Cristiano Braggion Michael Williamson Sven Schulz Vicente de los Rios Medina Jeremy Curtin Hannah Squirrell Leandro Bonoli Guido Rosales Richard Pennant-Jones Luca Neyroz Arnaldo Transirico Nick Jones Barbara Lamprecht Timo Paulsson

VP Marketing International Communication Director / Media & Digital Global Director of Social Media & Search Marketing Director Marketing Strategy & Consumer Insights Group Brand & Life Marketing Director VP Brand Marketing & eCommerce, Europe Global Director Marketing CRM Team Director Head of Operational Marketing General Manager Digital Marketing Director Brand Function VP Europe Head of Customer Management and Communications Marketing Director Senior Global VP Digital Marketing & CRM Marketing Manager Global Marketing & Communication Director – Baume & Mercier Director of Strategy and Innovation Head of Customer & Brand European Digital and Communications Director VP Marketing, Samsung Mobile Europe CMO Global Head of Web Communications Head of Marketing VP Product Marketing CCO VP Marketing (Europe) Head Reinsurance Communications Global Digital Channels Director Director Digital Marketing Director Brand Experiences Director IMC Director – Europe Group Head of Marketing General Manager Brand & Communication Head of Global Strategic Marketing Head of Digital CSR Head of Brand & Marketing Strategy Director Marketing Platforms

PART 1: REGISTRATION PROFILE Launched in 1993, the Admiral Group is a highly profitable and fastgrowing financial services intermediary. It now employs more than 7,000 people across 7 countries. All its growth has been organic. The company has grown from a small start up to one of the largest car insurance providers in the UK. However, it has managed to keep the unique culture of a much smaller company and has won several awards for being a great employer. It is still based in South Wales, and is one of the largest employers in the region, with over 5,000 members of staff. Admiral Group floated on the London Stock Exchange in 2004. Since then, it has expanded quickly into new geographies and insurance markets. Admiral is now present in 5 countries as a direct insurer (UK, Spain, Italy, France, USA) and in 4 countries with a price comparison website (UK, Spain, France, USA). Group reported in 2014 a turnover of 2bnÂŁ and a profit before tax of 357MÂŁ.

NAME: Claire-Anne Coriat EXECUTIVE TITLE: Marketing Director COMPANY NAME: Admiral Group

Claire-Anne is responsible for the marketing of the Admiral Group direct insurance brands in the UK: Admiral, Elephant, Diamond and Bell. She is also looking after the new products in the UK (household insurance, telematics insurance...). Claire-Anne joined Admiral Group in 2008 as a Business Development Manager, then launched the operations of Admiral in France and became CEO of L'olivier Assurances (Admiral direct brand in France), until she took responsibility for the marketing and new products in the UK in 2014. Claire-Anne was previously a strategy consultant for McKinsey&Company (Paris office). She holds a Masters degree in finance (ESCP Europe) and an MBA from INSEAD. PART 2: BUDGETING AND SPENDING What is your total budget for 2015?

Less than 10 Million X 10-25 Million 25-50 Million 50-100 Million More than 100 Million Other

How is your 2015 budget allocated across these business strategy categories? (as a %) Mandated investments to meet regulatory/legal requirements 0 Investments to maintain/run existing systems and process 0 Investments to support business innovation 20 Investments to support business growth 80 100% PART 3: INVESTMENT PRIORITIES How is your 2015 budget allocated across these business Priority within strategy categories? (1=Highest) 12 mths Video Advertising Platforms 3 Programmatic Media Buying 3 Brand Engagement 4 Content Marketing 4 Data Driven Marketing 3

Priority beyond 12 mths 3 2 2 4 2

Social Media Marketing/Management 2 3 Digital Marketing 3 3 Audience/Behavioural Targeting/Retargeting Personalization 3 3 SEM/SEO/PPC 4 4 Business Intelligence 4 4 Web Content Management/WEM 4 4 Customer Experience Management Platforms 4 4 Demand Side Platforms 4 4 Marketing Resource Management 5 5 A/B & Multivariate Testing & Optimization 2 3 IP Location Targeting & Geolocation 3 3 Social Listening & Social Engagement 4 4 eCommerce 2 3 Consumer Behaviour /Customer Retention & Service 4 4 Real-Time Bidding 3 3 Marketing Automation/Integrated Marketing 4 4 Tag Management 3 3 Cross Channel Campaign Management 3 3 Enterprise Feedback Management 5 4 CRM & Loyalty Programs 4 3 Search & Social Ads 4 4 Voice of Customer 4 4 Marketing Cloud Services 4 4 Augmented Reality 5 5 Email Marketing/Affiliate Marketing 4 4 Mobile Applications/Mobile Platforms 2 3 Multi-Channel Interaction 4 4 Social Video Advertising 3 3 Mobile Marketing/Advertising 3 2 Online Reputation Monitoring 4 4 Agile & Project Management 4 4 Display Advertising 3 3 Conversion & Optimisation Tools 2 3 Data Management Platform 3 3 Analytics (Web/Customer/Predictive/Data) 2 3 Marketing Attribution How was the perception of customer focused marketing changed within your organisation?

What is the current focus your business takes toward customer interaction?

Which channels for driving customer interaction have been the most successful?

What are other topical areas you are focusing on implementing to increase the effectiveness of your marketing campaigns?

Improving attribution models, online conversion

PART 1: REGISTRATION PROFILE Together with its customers and sales partners, Allianz is one of the strongest financial communities. About 85 million private and corporate customers insured by Allianz rely on its knowledge, global reach, capital strength and solidity to help them make the most of financial opportunities and to avoid and safeguard themselves against risks. In 2014, around 147,000 employees in over 70 countries achieved total revenues of 122.3 billion euros. This business success with insurance, asset management and assistance services is based increasingly on customer demand for crisis-proof financial solutions for an aging society and the challenges of climate change. Transparency and integrity are key components of sustainable corporate governance at Allianz SE. NAME: Carlo Bewersdorf EXECUTIVE TITLE: Global Head of Digital COMPANY NAME: Allianz SE

Carlo is currently responsible for designing, driving and implementing digital initiatives, platforms, and processes along the entire value chain of Allianz on a global level. In addition he is responsible for building the group wide innovation capabilities to foster new ideas and ventures. Before joining Allianz, Carlo served as managing director of a German direct insurance company and transformed its operations into a truly effective Ecommerce business. Previously, at Deutsche Telekom he was responsible for marketing & sales of the Triple Play Offering “Entertain� and the German trade marketing operations. He started his career at German media conglomerate Bertelsmann as executive assistant to the board in 2001.

PART 2: BUDGETING AND SPENDING What is your total budget for 2015?

Less than 10 Million 10-25 Million 25-50 Million 50-100 Million More than 100 Million X Other

How is your 2015 budget allocated across these business strategy categories? (as a %) Mandated investments to meet regulatory/legal requirements 10 Investments to maintain/run existing systems and process 50 Investments to support business innovation 15 Investments to support business growth 25 100% PART 3: INVESTMENT PRIORITIES How is your 2015 budget allocated across these business Priority within strategy categories? (1=Highest) 12 mths Video Advertising Platforms 1 Programmatic Media Buying 2 Brand Engagement 3 Content Marketing 1 Data Driven Marketing 1

Priority beyond 12 mths 1 1 3 1 1

Social Media Marketing/Management 3 2 Digital Marketing 2 2 Audience/Behavioural Targeting/Retargeting Personalization 2 1 SEM/SEO/PPC 1 1 Business Intelligence 3 3 Web Content Management/WEM 3 3 Customer Experience Management Platforms 3 3 Demand Side Platforms 2 2 Marketing Resource Management 4 3 A/B & Multivariate Testing & Optimization 1 1 IP Location Targeting & Geolocation 2 1 Social Listening & Social Engagement 2 1 eCommerce 1 1 Consumer Behaviour /Customer Retention & Service 3 3 Real-Time Bidding 1 1 Marketing Automation/Integrated Marketing 2 1 Tag Management 1 1 Cross Channel Campaign Management 1 1 Enterprise Feedback Management 4 3 CRM & Loyalty Programs 1 1 Search & Social Ads 2 1 Voice of Customer 1 1 Marketing Cloud Services 3 2 Augmented Reality 4 3 Email Marketing/Affiliate Marketing 2 2 Mobile Applications/Mobile Platforms 1 1 Multi-Channel Interaction 1 1 Social Video Advertising 2 1 Mobile Marketing/Advertising 1 1 Online Reputation Monitoring 3 2 Agile & Project Management 1 1 Display Advertising 1 1 Conversion & Optimisation Tools 1 1 Data Management Platform 1 1 Analytics (Web/Customer/Predictive/Data) 2 1 Marketing Attribution 1 1 How was the perception of customer focused marketing changed within your organisation? significantly What is the current focus your business takes toward customer interaction?

Which channels for driving customer interaction have been the most successful? tied agent, broker, banks, online What are other topical areas you are focusing on implementing to increase the effectiveness of your marketing campaigns?

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PART 1: REGISTRATION PROFILE Together with its customers and sales partners, Allianz is one of the strongest financial communities. About 85 million private and corporate customers insured by Allianz rely on its knowledge, global reach, capital strength and solidity to help them make the most of financial opportunities and to avoid and safeguard themselves against risks. In 2014, around 147,000 employees in over 70 countries achieved total revenues of 122.3 billion euros. This business success with insurance, asset management and assistance services is based increasingly on customer demand for crisis-proof financial solutions for an aging society and the challenges of climate change.

Transparency and integrity are key components of sustainable corporate governance at Allianz SE. NAME: Christophe Vaughan EXECUTIVE TITLE:

Senior Project Manager - Digital Multi-Access Transformation

COMPANY NAME: Allianz SE

As senior project manager in digital multi-access transformation, Christophe is responsible for designing and driving global roll-out of digital multi-access initiatives, with the aim of combining digital and traditional channels to best serve hybrid customers. Besides, he leads local projects for operating entities, recently the development of innovative online quoting interfaces and mobile application. Prior to joining Allianz in 2011, Christophe was an engagement manager at Oliver Wyman Financial Services, based in London. As such, he managed international assignments for global insurers in the fields of strategy, operations and financial effectiveness.

PART 2: BUDGETING AND SPENDING What is your total budget for 2015?

Less than 10 Million 10-25 Million X 25-50 Million 50-100 Million More than 100 Million Other

How is your 2015 budget allocated across these business strategy categories? (as a %) Mandated investments to meet regulatory/legal requirements 0 Investments to maintain/run existing systems and process 33 Investments to support business innovation 33 Investments to support business growth 34 100% PART 3: INVESTMENT PRIORITIES How is your 2015 budget allocated across these business Priority within strategy categories? (1=Highest) 12 mths Video Advertising Platforms 3 Programmatic Media Buying 3 Brand Engagement 1 Content Marketing 1

Priority beyond 12 mths 3 3 1 1

Data Driven Marketing 1 1 Social Media Marketing/Management 2 2 Digital Marketing 1 1 Audience/Behavioural Targeting/Retargeting Personalization 2 2 SEM/SEO/PPC 1 1 Business Intelligence 1 1 Web Content Management/WEM 1 1 Customer Experience Management Platforms 2 2 Demand Side Platforms 3 3 Marketing Resource Management 3 2 A/B & Multivariate Testing & Optimization 2 2 IP Location Targeting & Geolocation 2 2 Social Listening & Social Engagement 3 3 eCommerce 2 2 Consumer Behaviour /Customer Retention & Service 1 1 Real-Time Bidding 3 3 Marketing Automation/Integrated Marketing 2 2 Tag Management 3 3 Cross Channel Campaign Management 1 1 Enterprise Feedback Management 4 4 CRM & Loyalty Programs 1 1 Search & Social Ads 3 3 Voice of Customer 1 1 Marketing Cloud Services 4 4 Augmented Reality 4 4 Email Marketing/Affiliate Marketing 2 2 Mobile Applications/Mobile Platforms 2 1 Multi-Channel Interaction 1 1 Social Video Advertising 4 4 Mobile Marketing/Advertising 2 2 Online Reputation Monitoring 3 3 Agile & Project Management 2 1 Display Advertising 3 3 Conversion & Optimisation Tools 2 2 Data Management Platform 3 3 Analytics (Web/Customer/Predictive/Data) 1 1 Marketing Attribution 1 1 How was the perception of customer focused marketing changed within your organisation?

What is the current focus your business takes toward customer interaction?

Which channels for driving customer interaction have been the most successful?

What are other topical areas you are focusing on implementing to increase the effectiveness of your marketing campaigns?

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PART 1: REGISTRATION PROFILE

NAME: Joanne Farnon EXECUTIVE TITLE: Head of Social Media COMPANY NAME: Allied Irish Banks

PART 2: BUDGETING AND SPENDING What is your total budget for 2015?

Less than 10 Million X 10-25 Million 25-50 Million 50-100 Million More than 100 Million Other

How is your 2015 budget allocated across these business strategy categories? (as a %) Mandated investments to meet regulatory/legal requirements 10 Investments to maintain/run existing systems and process 20 Investments to support business innovation 40 Investments to support business growth 30 100% PART 3: INVESTMENT PRIORITIES How is your 2015 budget allocated across these business Priority within strategy categories? (1=Highest) 12 mths Video Advertising Platforms 3 Programmatic Media Buying 3 Brand Engagement 1 Content Marketing 1 Data Driven Marketing 3 Social Media Marketing/Management 1 Digital Marketing 3 Audience/Behavioural Targeting/Retargeting Personalization 3 SEM/SEO/PPC 1 Business Intelligence 3 Web Content Management/WEM 3 Customer Experience Management Platforms 3 Demand Side Platforms 4 Marketing Resource Management 4 A/B & Multivariate Testing & Optimization 3 IP Location Targeting & Geolocation 3 Social Listening & Social Engagement 2 eCommerce 3

Priority beyond 12 mths 3 3 1 1 3 1 3 3 1 3 3 3 4 4 3 3 2 3

Consumer Behaviour /Customer Retention & Service 2 2 Real-Time Bidding 3 3 Marketing Automation/Integrated Marketing 3 3 Tag Management 2 2 Cross Channel Campaign Management 3 3 Enterprise Feedback Management 4 4 CRM & Loyalty Programs 2 1 Search & Social Ads 1 1 Voice of Customer 3 3 Marketing Cloud Services 4 4 Augmented Reality 4 4 Email Marketing/Affiliate Marketing 4 4 Mobile Applications/Mobile Platforms 3 3 Multi-Channel Interaction 2 2 Social Video Advertising 3 3 Mobile Marketing/Advertising 3 3 Online Reputation Monitoring 2 2 Agile & Project Management 3 3 Display Advertising 4 4 Conversion & Optimisation Tools 3 3 Data Management Platform 3 3 Analytics (Web/Customer/Predictive/Data) 2 1 Marketing Attribution 2 2 How was the perception of customer focused marketing changed within your organisation?

What is the current focus your business takes toward customer interaction?

Which channels for driving customer interaction have been the most successful?

What are other topical areas you are focusing on implementing to increase the effectiveness of your marketing campaigns?

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PART 1: REGISTRATION PROFILE At American Express, We: • are the world's largest card issuer by purchase volume • process millions of transactions daily as the premium network for high-spending cardmembers • help small business owners succeed by delivering purchasing power, flexibility and financial control • provide commercial payment tools and expertise that help companies control their spending and save billions of dollars • offer marketing and information management insights that help merchants build their businesses • are customer loyalty experts with industry-leading rewards programs and platforms • operate the world’s largest travel network serving consumers and businesses • are recognized as the most innovative company in our industries • are dedicated to serving our customers, 24/7, around the world NAME: Elizabeth Skinner EXECUTIVE TITLE: VP Product Strategy & Development COMPANY NAME: American Express

Elizabeth is currently vice president of product strategy and development for consumer products across American Express’s international proprietary and partner markets, 160+ markets in total. She oversees a global team that provides strategic oversight to the NPD pipeline, product design, product value propositions and positioning of all product lines globally in order to ensure marketing excellence, consumer relevance and continued growth. Elizabeth is a dynamic strategic marketer and brand professional with 15+ years of experience aligning customer needs and marketplace trends with the launch of transformational and innovative products and marketing programs that drive consumer adoption and engagement, with a focus on digital content and experiences. She has a successful track record of leading and driving change and a strong customer focus.

PART 2: BUDGETING AND SPENDING What is your total budget for 2015?

Less than 10 Million X 10-25 Million 25-50 Million 50-100 Million More than 100 Million Other

How is your 2015 budget allocated across these business strategy categories? (as a %) Mandated investments to meet regulatory/legal requirements 15 Investments to maintain/run existing systems and process 25 Investments to support business innovation 20 Investments to support business growth 40 100% PART 3: INVESTMENT PRIORITIES How is your 2015 budget allocated across these business Priority within strategy categories? (1=Highest) 12 mths Video Advertising Platforms 3 Programmatic Media Buying 2 Brand Engagement 2

Priority beyond 12 mths 3 3 3

Content Marketing 1 2 Data Driven Marketing 1 2 Social Media Marketing/Management 3 3 Digital Marketing 2 3 Audience/Behavioural Targeting/Retargeting Personalization 2 3 SEM/SEO/PPC 3 3 Business Intelligence 4 4 Web Content Management/WEM 4 4 Customer Experience Management Platforms 4 4 Demand Side Platforms 4 4 Marketing Resource Management 4 4 A/B & Multivariate Testing & Optimization 3 3 IP Location Targeting & Geolocation 4 3 Social Listening & Social Engagement 2 3 eCommerce 1 2 Consumer Behaviour /Customer Retention & Service 2 3 Real-Time Bidding 3 3 Marketing Automation/Integrated Marketing 2 3 Tag Management 4 4 Cross Channel Campaign Management 3 3 Enterprise Feedback Management 4 4 CRM & Loyalty Programs 4 4 Search & Social Ads 4 4 Voice of Customer 4 4 Marketing Cloud Services 4 4 Augmented Reality 3 3 Email Marketing/Affiliate Marketing 4 4 Mobile Applications/Mobile Platforms 3 3 Multi-Channel Interaction 3 3 Social Video Advertising 4 4 Mobile Marketing/Advertising 4 4 Online Reputation Monitoring 4 4 Agile & Project Management 4 4 Display Advertising 4 4 Conversion & Optimisation Tools 4 4 Data Management Platform 4 4 Analytics (Web/Customer/Predictive/Data) 4 4 Marketing Attribution 4 4 How was the perception of customer focused marketing changed within your organisation?

What is the current focus your business takes toward customer interaction?

Which channels for driving customer interaction have been the most successful?

What are other topical areas you are focusing on implementing to increase the effectiveness of your marketing campaigns?

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PART 1: REGISTRATION PROFILE At American Express, We: • are the world's largest card issuer by purchase volume • process millions of transactions daily as the premium network for high-spending cardmembers • help small business owners succeed by delivering purchasing power, flexibility and financial control • provide commercial payment tools and expertise that help companies control their spending and save billions of dollars • offer marketing and information management insights that help merchants build their businesses • are customer loyalty experts with industry-leading rewards programs and platforms • operate the world’s largest travel network serving consumers and businesses • are recognized as the most innovative company in our industries • are dedicated to serving our customers, 24/7, around the world NAME: Eve Robertson EXECUTIVE TITLE: VP Digital Marketing COMPANY NAME: American Express

13+ years of experience of digital strategy & capabilities, customer experience, and business transformation roles in both marketing and customer service. Currently responsible for customer marketing for American Express Europe.

PART 2: BUDGETING AND SPENDING What is your total budget for 2015?

Less than 10 Million X 10-25 Million 25-50 Million 50-100 Million More than 100 Million Other

How is your 2015 budget allocated across these business strategy categories? (as a %) Mandated investments to meet regulatory/legal requirements 10 Investments to maintain/run existing systems and process 20 Investments to support business innovation 20 Investments to support business growth 50 100% PART 3: INVESTMENT PRIORITIES How is your 2015 budget allocated across these business Priority within strategy categories? (1=Highest) 12 mths Video Advertising Platforms 4 Programmatic Media Buying 5 Brand Engagement 3 Content Marketing 1 Data Driven Marketing 1 Social Media Marketing/Management 3 Digital Marketing 3 Audience/Behavioural Targeting/Retargeting Personalization 3

Priority beyond 12 mths 4 5 3 1 1 3 3 3

SEM/SEO/PPC 4 4 Business Intelligence 2 2 Web Content Management/WEM 5 5 Customer Experience Management Platforms 2 2 Demand Side Platforms 5 5 Marketing Resource Management 4 4 A/B & Multivariate Testing & Optimization 3 3 IP Location Targeting & Geolocation 4 4 Social Listening & Social Engagement 3 3 eCommerce 4 4 Consumer Behaviour /Customer Retention & Service 1 1 Real-Time Bidding 5 5 Marketing Automation/Integrated Marketing 1 1 Tag Management 5 5 Cross Channel Campaign Management 1 1 Enterprise Feedback Management 4 4 CRM & Loyalty Programs 1 1 Search & Social Ads 4 4 Voice of Customer 4 4 Marketing Cloud Services 4 4 Augmented Reality 4 4 Email Marketing/Affiliate Marketing 2 2 Mobile Applications/Mobile Platforms 3 3 Multi-Channel Interaction 1 1 Social Video Advertising 5 5 Mobile Marketing/Advertising 3 3 Online Reputation Monitoring 4 4 Agile & Project Management 4 4 Display Advertising 4 4 Conversion & Optimisation Tools 4 4 Data Management Platform 4 4 Analytics (Web/Customer/Predictive/Data) 4 4 Marketing Attribution 4 4 How was the perception of customer focused marketing changed within your organisation?

What is the current focus your business takes toward customer interaction?

Which channels for driving customer interaction have been the most successful?

What are other topical areas you are focusing on implementing to increase the effectiveness of your marketing campaigns?

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PART 1: REGISTRATION PROFILE AO is no ordinary company – it delights in pushing boundaries and doing things differently, whether that be in its UK, German or future territory operations. With a motto ‘to be exceptional in the moments that matter’, at the heart of the business is an aspiration to change the world of retail, especially electrical retailing, for the better. AO is fanatical about making sure its customers get the best possible service out there. With a customer mandate led right from the very top of the business, AO believes in doing what is right and fair by the customer. Its CEO wants people who have shopped with AO to become intolerant of poor service, and to start to demand more from every other retail experience as a result of the way AO has treated them.

NAME: Andrew Kirkcaldy EXECUTIVE TITLE: Group Brand Director COMPANY NAME: ao.com

Andrew started at AO in 2008. He has worked across many roles within the marketing starting with managing the Web Analytics, but within 20 mins his role grew to take on the paid performance marketing. Within 8 months he took charge of the whole marketing team (it was only 3 at the time!). He developed and built the team as the business grew, working with 3rd Party technology businesses. Key areas of focus was traffic growth through PPC/Affiliates & price comparison sites, SEO, website journey & experience, content management. He then joined the senior team as Director of Marketing to drive the strategic direction to focus on our own brand Appliances Online (now AO.com). He later led the initiative in setting up an in-house multimedia team to produce product video reviews. 3 years ago AO didn’t have the money to invest in ATL activity and therefore decided to focus on building their Social Media presence. He established a team to grow the brand through social media with the principle to have fun, create engagement and turn them into fans of the brand. In the last 7 months he has turned his sole attention to driving the brand taking ownership the external consumer brand and internal employer brand.

PART 2: BUDGETING AND SPENDING What is your total budget for 2015?

Less than 10 Million 10-25 Million X 25-50 Million 50-100 Million More than 100 Million Other

How is your 2015 budget allocated across these business strategy categories? (as a %) Mandated investments to meet regulatory/legal requirements 0 Investments to maintain/run existing systems and process 40 Investments to support business innovation 20 Investments to support business growth 40 100% PART 3: INVESTMENT PRIORITIES How is your 2015 budget allocated across these business Priority within strategy categories? (1=Highest) 12 mths Video Advertising Platforms 4

Priority beyond 12 mths 4

Programmatic Media Buying 2 2 Brand Engagement 1 1 Content Marketing 1 1 Data Driven Marketing 2 2 Social Media Marketing/Management 1 1 Digital Marketing 2 2 Audience/Behavioural Targeting/Retargeting Personalization 2 2 SEM/SEO/PPC 2 2 Business Intelligence 3 3 Web Content Management/WEM 2 2 Customer Experience Management Platforms 3 3 Demand Side Platforms 4 4 Marketing Resource Management 3 3 A/B & Multivariate Testing & Optimization 3 3 IP Location Targeting & Geolocation 4 4 Social Listening & Social Engagement 2 2 eCommerce 3 3 Consumer Behaviour /Customer Retention & Service 1 1 Real-Time Bidding 3 3 Marketing Automation/Integrated Marketing 2 2 Tag Management 4 4 Cross Channel Campaign Management 2 2 Enterprise Feedback Management 1 1 CRM & Loyalty Programs 2 2 Search & Social Ads 3 3 Voice of Customer 1 1 Marketing Cloud Services 4 4 Augmented Reality 3 3 Email Marketing/Affiliate Marketing 3 3 Mobile Applications/Mobile Platforms 3 3 Multi-Channel Interaction 2 2 Social Video Advertising 1 1 Mobile Marketing/Advertising 1 1 Online Reputation Monitoring 1 1 Agile & Project Management 4 4 Display Advertising 2 2 Conversion & Optimisation Tools 4 4 Data Management Platform 4 4 Analytics (Web/Customer/Predictive/Data) 3 3 Marketing Attribution 4 4 How was the perception of customer focused marketing changed within your organisation?

What is the current focus your business takes toward customer interaction?

Which channels for driving customer interaction have been the most successful?

What are other topical areas you are focusing on implementing to increase the effectiveness of your marketing campaigns?

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PART 1: REGISTRATION PROFILE Avis Budget Group, Inc. is a leading global provider of vehicle rental services, both through its Avis and Budget brands, which have more than 10,000 rental locations in approximately 175 countries around the world, and through its Zipcar brand, which is the world's leading car sharing network, with more than 870,000 members. Avis Budget Group operates most of its car rental offices in North America, Europe and Australia directly, and operates primarily through licensees in other parts of the world. Avis Budget Group has approximately 29,000 employees and is headquartered in Parsippany, N.J. NAME: Darren Peacock EXECUTIVE TITLE: Brand Director EMEA COMPANY NAME: Avis Budget Group

Darren is a marketing professional with over 15 years’ experience, having worked across the marketing mix within the travel industry. He leads the roll out of the new brand identity and launch of the brand's first integrated advertising campaign across the EMEA region. He held a number of marketing roles within the group including head of marketing and leisure sales for the UK business and was a member of the leadership team responsible for a number of change activities including implementation of an internal communications programme, centralisation of digital marketing and the local launch of the new Avis loyalty programme. In previous roles Darren worked for United Airlines where he was responsible for the marketing plans for launches into new EMEA markets including Rome and Kuwait. He started his career at Carlson Wagonlit Travel.

PART 2: BUDGETING AND SPENDING What is your total budget for 2015?

Less than 10 Million 10-25 Million 25-50 Million X 50-100 Million More than 100 Million Other

How is your 2015 budget allocated across these business strategy categories? (as a %) Mandated investments to meet regulatory/legal requirements 5 Investments to maintain/run existing systems and process 50 Investments to support business innovation 15 Investments to support business growth 30 100% PART 3: INVESTMENT PRIORITIES How is your 2015 budget allocated across these business Priority within strategy categories? (1=Highest) 12 mths Video Advertising Platforms 2 Programmatic Media Buying 4 Brand Engagement 1 Content Marketing 2 Data Driven Marketing 3

Priority beyond 12 mths 2 4 1 2 3

Social Media Marketing/Management 3 3 Digital Marketing 3 3 Audience/Behavioural Targeting/Retargeting Personalization 3 3 SEM/SEO/PPC 4 4 Business Intelligence 3 3 Web Content Management/WEM 4 4 Customer Experience Management Platforms 3 3 Demand Side Platforms 5 5 Marketing Resource Management 5 5 A/B & Multivariate Testing & Optimization 4 4 IP Location Targeting & Geolocation 4 3 Social Listening & Social Engagement 4 4 eCommerce 3 3 Consumer Behaviour /Customer Retention & Service 3 2 Real-Time Bidding 4 4 Marketing Automation/Integrated Marketing 2 2 Tag Management 5 5 Cross Channel Campaign Management 2 2 Enterprise Feedback Management 4 4 CRM & Loyalty Programs 3 3 Search & Social Ads 4 4 Voice of Customer 4 4 Marketing Cloud Services 3 3 Augmented Reality 3 2 Email Marketing/Affiliate Marketing 4 4 Mobile Applications/Mobile Platforms 4 4 Multi-Channel Interaction 2 2 Social Video Advertising 2 2 Mobile Marketing/Advertising 3 2 Online Reputation Monitoring 3 3 Agile & Project Management 3 3 Display Advertising 2 2 Conversion & Optimisation Tools 4 3 Data Management Platform 4 4 Analytics (Web/Customer/Predictive/Data) 4 4 Marketing Attribution How was the perception of customer focused marketing changed within your organisation?

Over the last three years we have moved to a business who is 'customer lead and service driven' putting the customer at the forefront of service delivery.

What is the current focus your business takes toward customer interaction?

As a business we are improving the way we engage with customers from a top level brand position, through social media and into focus groups.

Which channels for driving customer interaction have been the most successful?

Aligning the brand with relevant partners to allow us to launch our new brand position and have a qualified engagement What are other topical areas you are focusing on implementing to increase the effectiveness of your marketing campaigns?

Cross channel activity and econometric to allow us to weight our investment to reach a wider audience.

PART 1: REGISTRATION PROFILE

NAME: Mandy Young EXECUTIVE TITLE: Head of Sales and Marketing COMPANY NAME: Avis Ireland

PART 2: BUDGETING AND SPENDING What is your total budget for 2015?

Less than 10 Million X 10-25 Million 25-50 Million 50-100 Million More than 100 Million Other

How is your 2015 budget allocated across these business strategy categories? (as a %) Mandated investments to meet regulatory/legal requirements 10 Investments to maintain/run existing systems and process 65 Investments to support business innovation 10 Investments to support business growth 15 100% PART 3: INVESTMENT PRIORITIES How is your 2015 budget allocated across these business Priority within strategy categories? (1=Highest) 12 mths Video Advertising Platforms 3 Programmatic Media Buying 4 Brand Engagement 3 Content Marketing 2 Data Driven Marketing 2 Social Media Marketing/Management 2 Digital Marketing 2 Audience/Behavioural Targeting/Retargeting Personalization 2 SEM/SEO/PPC 2 Business Intelligence 2 Web Content Management/WEM 3 Customer Experience Management Platforms 3 Demand Side Platforms 4 Marketing Resource Management 3 A/B & Multivariate Testing & Optimization 3 IP Location Targeting & Geolocation 3 Social Listening & Social Engagement 2 eCommerce 2 Consumer Behaviour /Customer Retention & Service 2 Real-Time Bidding 3

Priority beyond 12 mths 3 3 2 1 1 1 2 2 2 1 3 3 3 3 3 2 1 1 2 3

Marketing Automation/Integrated Marketing 3 3 Tag Management 3 3 Cross Channel Campaign Management 2 1 Enterprise Feedback Management 4 4 CRM & Loyalty Programs 3 3 Search & Social Ads 3 2 Voice of Customer 2 2 Marketing Cloud Services 3 3 Augmented Reality 3 3 Email Marketing/Affiliate Marketing 3 3 Mobile Applications/Mobile Platforms 3 3 Multi-Channel Interaction 2 1 Social Video Advertising 3 3 Mobile Marketing/Advertising 3 3 Online Reputation Monitoring 3 3 Agile & Project Management 4 4 Display Advertising 4 4 Conversion & Optimisation Tools 3 2 Data Management Platform 4 3 Analytics (Web/Customer/Predictive/Data) 3 2 Marketing Attribution 3 3 How was the perception of customer focused marketing changed within your organisation?

Become a priority over the past few years What is the current focus your business takes toward customer interaction?

Top of everybody's agenda Which channels for driving customer interaction have been the most successful?

POS, email, biggest growth in social media - owned and shared What are other topical areas you are focusing on implementing to increase the effectiveness of your marketing campaigns?

Ensuring that customer experience exceeds customer expectation

PART 1: REGISTRATION PROFILE

NAME: James Munnelly EXECUTIVE TITLE: Head of Marketing COMPANY NAME: Bank of Ireland

PART 2: BUDGETING AND SPENDING What is your total budget for 2015?

Less than 10 Million 10-25 Million 25-50 Million X 50-100 Million More than 100 Million Other

How is your 2015 budget allocated across these business strategy categories? (as a %) Mandated investments to meet regulatory/legal requirements 10 Investments to maintain/run existing systems and process 20 Investments to support business innovation 20 Investments to support business growth 50 100% PART 3: INVESTMENT PRIORITIES How is your 2015 budget allocated across these business Priority within strategy categories? (1=Highest) 12 mths Video Advertising Platforms 2 Programmatic Media Buying 3 Brand Engagement 2 Content Marketing 1 Data Driven Marketing 1 Social Media Marketing/Management 1 Digital Marketing 2 Audience/Behavioural Targeting/Retargeting Personalization 2 SEM/SEO/PPC 3 Business Intelligence 3 Web Content Management/WEM 3 Customer Experience Management Platforms 2 Demand Side Platforms 3

Priority beyond 12 mths 2 3 2 1 1 1 2 2 3 3 3 2 3

Marketing Resource Management 2 2 A/B & Multivariate Testing & Optimization 2 2 IP Location Targeting & Geolocation 2 2 Social Listening & Social Engagement 3 3 eCommerce 2 2 Consumer Behaviour /Customer Retention & Service 2 2 Real-Time Bidding 3 3 Marketing Automation/Integrated Marketing 2 2 Tag Management 4 4 Cross Channel Campaign Management 2 2 Enterprise Feedback Management 3 3 CRM & Loyalty Programs 3 3 Search & Social Ads 1 1 Voice of Customer 2 2 Marketing Cloud Services 1 1 Augmented Reality 3 3 Email Marketing/Affiliate Marketing 2 2 Mobile Applications/Mobile Platforms 1 1 Multi-Channel Interaction 2 2 Social Video Advertising 3 3 Mobile Marketing/Advertising 3 3 Online Reputation Monitoring 3 3 Agile & Project Management 3 3 Display Advertising 3 3 Conversion & Optimisation Tools 2 2 Data Management Platform 3 3 Analytics (Web/Customer/Predictive/Data) 3 3 Marketing Attribution 1 1 How was the perception of customer focused marketing changed within your organisation?

We continue to develop a real focus on customer focused marketing to drive growth and sustainable differentiation What is the current focus your business takes toward customer interaction?

Continued focus and process innovation around a theme of 'Easy' Which channels for driving customer interaction have been the most successful?

F2F with digital and direct playing an ever important role What are other topical areas you are focusing on implementing to increase the effectiveness of your marketing campaigns?

Digital focus across all customer touchpoints

PART 1: REGISTRATION PROFILE

NAME: Matthias Ihnken EXECUTIVE TITLE: Intl. Head of Digital Marketing NIVEA COMPANY NAME: Beiersdorf AG

Fascinated by technology and how it connects people and changes marketing and society. Studied educational science to then drive digital transformation as International Head of Digital Marketing at Beiersdorf. Working on content, social, eCRM and more for the world biggest skincare brand NIVEA.

PART 2: BUDGETING AND SPENDING What is your total budget for 2015?

Less than 10 Million X 10-25 Million 25-50 Million 50-100 Million More than 100 Million Other

How is your 2015 budget allocated across these business strategy categories? (as a %) Mandated investments to meet regulatory/legal requirements 5 Investments to maintain/run existing systems and process 40 Investments to support business innovation 5 Investments to support business growth 50 100% PART 3: INVESTMENT PRIORITIES How is your 2015 budget allocated across these business Priority within strategy categories? (1=Highest) 12 mths Video Advertising Platforms 4 Programmatic Media Buying 5 Brand Engagement 1 Content Marketing 1 Data Driven Marketing 3 Social Media Marketing/Management 2 Digital Marketing 2 Audience/Behavioural Targeting/Retargeting Personalization 4 SEM/SEO/PPC 3 Business Intelligence 5 Web Content Management/WEM 5

Priority beyond 12 mths 3 4 1 1 3 2 2 4 3 5 5

Customer Experience Management Platforms 5 5 Demand Side Platforms 5 5 Marketing Resource Management 3 3 A/B & Multivariate Testing & Optimization 4 4 IP Location Targeting & Geolocation 5 5 Social Listening & Social Engagement 3 3 eCommerce 4 4 Consumer Behaviour /Customer Retention & Service 3 2 Real-Time Bidding 5 4 Marketing Automation/Integrated Marketing 3 3 Tag Management 3 3 Cross Channel Campaign Management 3 3 Enterprise Feedback Management 5 5 CRM & Loyalty Programs 2 2 Search & Social Ads 3 3 Voice of Customer 3 3 Marketing Cloud Services 5 5 Augmented Reality 4 4 Email Marketing/Affiliate Marketing 2 2 Mobile Applications/Mobile Platforms 4 4 Multi-Channel Interaction 3 3 Social Video Advertising 2 2 Mobile Marketing/Advertising 3 3 Online Reputation Monitoring 4 4 Agile & Project Management 5 5 Display Advertising 4 4 Conversion & Optimisation Tools 4 3 Data Management Platform 5 5 Analytics (Web/Customer/Predictive/Data) 5 5 Marketing Attribution 4 4 How was the perception of customer focused marketing changed within your organisation?

What is the current focus your business takes toward customer interaction?

Which channels for driving customer interaction have been the most successful? website, newsletter What are other topical areas you are focusing on implementing to increase the effectiveness of your marketing campaigns? content marketing, video optimization

PART 1: REGISTRATION PROFILE Boots UK (boots.com), the UK’s leading pharmacy-led health and beauty retailer, is part of the Retail Pharmacy International Division of Walgreens Boots Alliance, Inc. (Nasdaq: WBA), the first global pharmacy-led, health and wellbeing enterprise. With 2,511* stores in the UK, Boots UK is committed to providing exceptional customer and patient care, be the first choice for pharmacy and healthcare and offer innovative 'only at Boots' exclusive products such as the UK’s leading skincare brand No7, all delivered with the great value customers love. Created over 160 years ago, the Boots brand is still at the heart of the communities it serves. * As at 30 November 2014 on a pro-forma basis excluding equity method investments NAME: Dave Robinson EXECUTIVE TITLE: Head of Loyalty & Partnership Marketing COMPANY NAME: Boots

Managing the development of a more personalised brand experience for our customers through the Boots Advantage Card in partnership with the brands we work with. I've worked in Boots since 1995, in a number of commercial and marketing roles in the UK, Asia and the US. In 2011 I led the creation of our Partnership Marketing function to integrate customer insight with the commercial plans developed with our product suppliers to create bespoke multichannel customer communications. Since 2012 I've led the Boots Advantage Card loyalty scheme and continued to develop our capabilities to improve the experience for our customers.

PART 2: BUDGETING AND SPENDING What is your total budget for 2015?

Less than 10 Million 10-25 Million X 25-50 Million 50-100 Million More than 100 Million Other

How is your 2015 budget allocated across these business strategy categories? (as a %) Mandated investments to meet regulatory/legal requirements 5 Investments to maintain/run existing systems and process 75 Investments to support business innovation 0 Investments to support business growth 20 100% PART 3: INVESTMENT PRIORITIES How is your 2015 budget allocated across these business Priority within strategy categories? (1=Highest) 12 mths Video Advertising Platforms 4 Programmatic Media Buying 5 Brand Engagement 2 Content Marketing 1

Priority beyond 12 mths 4 5 2 1

Data Driven Marketing 1 1 Social Media Marketing/Management 3 3 Digital Marketing 1 1 Audience/Behavioural Targeting/Retargeting Personalization 1 1 SEM/SEO/PPC 4 4 Business Intelligence 4 4 Web Content Management/WEM 2 2 Customer Experience Management Platforms 4 3 Demand Side Platforms 5 5 Marketing Resource Management 5 5 A/B & Multivariate Testing & Optimization 5 5 IP Location Targeting & Geolocation 2 2 Social Listening & Social Engagement 3 3 eCommerce 5 5 Consumer Behaviour /Customer Retention & Service 1 1 Real-Time Bidding 5 5 Marketing Automation/Integrated Marketing 4 4 Tag Management 5 5 Cross Channel Campaign Management 5 5 Enterprise Feedback Management 3 3 CRM & Loyalty Programs 1 1 Search & Social Ads 5 5 Voice of Customer 3 2 Marketing Cloud Services 5 5 Augmented Reality 5 5 Email Marketing/Affiliate Marketing 3 2 Mobile Applications/Mobile Platforms 5 5 Multi-Channel Interaction 1 1 Social Video Advertising 4 4 Mobile Marketing/Advertising 5 5 Online Reputation Monitoring 4 4 Agile & Project Management 5 5 Display Advertising 5 5 Conversion & Optimisation Tools 2 2 Data Management Platform 2 2 Analytics (Web/Customer/Predictive/Data) 1 1 Marketing Attribution 5 5 How was the perception of customer focused marketing changed within your organisation?

Consistently at the centre of thinking for number of years. Change in focus is from the customers we have to those we don't What is the current focus your business takes toward customer interaction?

Making the experience more relevant, and more digital, is critical Which channels for driving customer interaction have been the most successful?

Successful existing loyalty programme. Digital content. 2500 stores, which is how most customers engage with the Boots brand What are other topical areas you are focusing on implementing to increase the effectiveness of your marketing campaigns?

Data management and analytics

PART 1: REGISTRATION PROFILE BP is one of the world's leading international oil and gas companies. Through our two main operating segments, Upstream and Downstream, we find, develop and produce essential sources of energy, turning them into products that people need. We provide customers with fuel for transportation, energy for heat and light, lubricants to keep engines moving, and the petrochemicals products used to make everyday items as diverse as paints, clothes and packaging. Our projects and operations help to generate employment, investment and tax revenues in countries and communities across the world. We employ around 85,000 people in almost 80 countries worldwide.

NAME: Ben Jefferies EXECUTIVE TITLE: Head of Digital Communications COMPANY NAME: BP

Ben is currently the Head of Digital Communications globally having worked for BP for 18 years. His career is a tale of two halves. The first as a chemical engineer then progressing to commercial roles, most recently in the small Group Strategy team reporting to the CEO. The second commencing in 2013, when his career took a different path in digital. He is currently responsible for creating and executing BP’s digital strategy covering web and social media both internally and externally. He is hopeful that the two career directions will converge as BP becomes an agile “social business”.

PART 2: BUDGETING AND SPENDING What is your total budget for 2015?

Less than 10 Million X 10-25 Million 25-50 Million 50-100 Million More than 100 Million Other

How is your 2015 budget allocated across these business strategy categories? (as a %) Mandated investments to meet regulatory/legal requirements 10 Investments to maintain/run existing systems and process 50 Investments to support business innovation 10 Investments to support business growth 30 100% PART 3: INVESTMENT PRIORITIES How is your 2015 budget allocated across these business Priority within strategy categories? (1=Highest) 12 mths Video Advertising Platforms 5 Programmatic Media Buying 5 Brand Engagement 3 Content Marketing 3 Data Driven Marketing 3 Social Media Marketing/Management 4 Digital Marketing 5

Priority beyond 12 mths 5 5 2 2 2 4 5

Audience/Behavioural Targeting/Retargeting Personalization 2 3 SEM/SEO/PPC 3 3 Business Intelligence 3 3 Web Content Management/WEM 3 3 Customer Experience Management Platforms 5 5 Demand Side Platforms 5 5 Marketing Resource Management 5 5 A/B & Multivariate Testing & Optimization 3 3 IP Location Targeting & Geolocation 3 3 Social Listening & Social Engagement 3 3 eCommerce 5 5 Consumer Behaviour /Customer Retention & Service 5 5 Real-Time Bidding 5 5 Marketing Automation/Integrated Marketing 5 5 Tag Management 2 2 Cross Channel Campaign Management 2 2 Enterprise Feedback Management 5 5 CRM & Loyalty Programs 5 5 Search & Social Ads 5 5 Voice of Customer 5 5 Marketing Cloud Services 5 5 Augmented Reality 5 5 Email Marketing/Affiliate Marketing 4 4 Mobile Applications/Mobile Platforms 4 4 Multi-Channel Interaction 3 3 Social Video Advertising 5 5 Mobile Marketing/Advertising 5 5 Online Reputation Monitoring 2 2 Agile & Project Management 3 3 Display Advertising 5 5 Conversion & Optimisation Tools 5 5 Data Management Platform 2 2 Analytics (Web/Customer/Predictive/Data) 2 2 Marketing Attribution 5 5 How was the perception of customer focused marketing changed within your organisation?

With the advent of realtime data, it is changing, but the industry is old and long term.

What is the current focus your business takes toward customer interaction?

Somewhat passive, reactive.

Which channels for driving customer interaction have been the most successful?

LinkedIn, Twitter What are other topical areas you are focusing on implementing to increase the effectiveness of your marketing campaigns?

Data analysis and measurement.

PART 1: REGISTRATION PROFILE In 2013, Heineken, AB-In Bev, Molson Coors, SAB Miller & Carlsberg united behind the mission to reignite Britain`s love of beer & grow the category. They agreed a strategy & £15M funding for 3 years. The "Let There Be Beer" campaign was launched in June 2013; Mixed response from consumers & trade followed which led to the development of the new strategy "There's A Beer For That". Britain's Beer Alliance currently consists of some of the world's biggest brewers – SAB Miller, Carlsberg, Heineken, AB InBev and Molson Coors – national and regional brewers, pub companies – including Fullers, Wells & Young's and Shepherd Neame – industry organisations – including the British Beer & Pub Association (BBPA), Society of Independent Brewers (SIBA) and Cask Marque – collectively working for the benefit of beer and brewing.

NAME: Neil Gannon EXECUTIVE TITLE: Marketing Director COMPANY NAME: British Beer Alliance

Senior marketing director with extensive global and local marketing experience in CPG, major appliances and financial services brand and product marketing. Building great global brands, driving strategic change and listening to the consumer. Previously delivered the Omni-channel strategy to drive business forward via mobile, on-line and retail marketing for Western Union. Left in February 2015 to come back to the beer industry. Currently re-igniting Britain's love of beer with Britain's Beer Alliance as Head of Marketing. My love of the beer industry stemmed from almost 10 years with Anheuser-Busch InBev where I was the first global brand manager for Staropramen and Global Marketing Manager for Stella Artois leading the re-appraisel campaign for the brand right up until I left at the end of 2008 to Electrolux. At Electrolux I was Marketing Director for EMEA where I led the re-positioning of the 3 main brands, drove a new digital focused strategy and developed the go to market strategy for the region building out a large pan European team. Delivering change in the strategic marketing planning of the companies I work for by developing integrated communication material with the right media strategy behind it. Right Message, Right Time, Right Place!

PART 2: BUDGETING AND SPENDING What is your total budget for 2015?

Less than 10 Million X 10-25 Million 25-50 Million 50-100 Million More than 100 Million Other

How is your 2015 budget allocated across these business strategy categories? (as a %) Mandated investments to meet regulatory/legal requirements 0 Investments to maintain/run existing systems and process 15 Investments to support business innovation 0 Investments to support business growth 85 100% PART 3: INVESTMENT PRIORITIES How is your 2015 budget allocated across these business Priority within strategy categories? (1=Highest) 12 mths Video Advertising Platforms 2

Priority beyond 12 mths 1

Programmatic Media Buying 2 2 Brand Engagement 3 2 Content Marketing 2 2 Data Driven Marketing 4 4 Social Media Marketing/Management 2 2 Digital Marketing 2 2 Audience/Behavioural Targeting/Retargeting Personalization 3 3 SEM/SEO/PPC 3 3 Business Intelligence 4 4 Web Content Management/WEM 2 2 Customer Experience Management Platforms 4 4 Demand Side Platforms 4 4 Marketing Resource Management 5 5 A/B & Multivariate Testing & Optimization 5 5 IP Location Targeting & Geolocation 3 3 Social Listening & Social Engagement 2 2 eCommerce 3 3 Consumer Behaviour /Customer Retention & Service 4 4 Real-Time Bidding 3 3 Marketing Automation/Integrated Marketing 2 3 Tag Management 4 4 Cross Channel Campaign Management 3 3 Enterprise Feedback Management 5 5 CRM & Loyalty Programs 3 3 Search & Social Ads 2 2 Voice of Customer 5 5 Marketing Cloud Services 5 5 Augmented Reality 5 5 Email Marketing/Affiliate Marketing 3 3 Mobile Applications/Mobile Platforms 3 3 Multi-Channel Interaction 4 4 Social Video Advertising 3 3 Mobile Marketing/Advertising 3 3 Online Reputation Monitoring 5 5 Agile & Project Management 5 5 Display Advertising 3 3 Conversion & Optimisation Tools 5 5 Data Management Platform 3 3 Analytics (Web/Customer/Predictive/Data) 4 4 Marketing Attribution 3 3 How was the perception of customer focused marketing changed within your organisation?

It's always been at it's heart What is the current focus your business takes toward customer interaction?

Driving conversations via twitter, building advocacy where possible Which channels for driving customer interaction have been the most successful?

Twitter, direct mail What are other topical areas you are focusing on implementing to increase the effectiveness of your marketing campaigns?

Fully integrated campaigns where technology meets beer education, matching styles to food at point of purchase

PART 1: REGISTRATION PROFILE British Gas is the UK's leading energy supplier, and serves around 11 million homes in Britain –nearly half the country's homes – as well as providing energy to around half a million UK businesses. British Gas provides value for money, dedicated customer service, innovative energy solutions and the highest quality Home Services expertise in the country. Find out more at www.britishgas.co.uk.

NAME: Marg Jobling EXECUTIVE TITLE: Marketing Director COMPANY NAME: British Gas

Margaret has spent the majority of her marketing career in FMCG working on some iconic brands such as Lynx, Dove, Radox, Cadbury Dairy Milk and Birds Eye. She has more recently has taken on a new challenge in the utilities sector and joined British Gas as head of marketing. She spent 15 years in Unilever working in various local, European and Global businesses on brands such as Dove, Lynx, Impulse and Vaseline. Some of her key achievements included launching Dove deodorant across Europe; delivering the first ever global Lynx campaign and winning a Cannes Gold Lion for Lynx. She then ran UK Marketing for Sara Lee responsible for the Home and Body Care business. During that time she launched the first ever award winning “time to be selfish” brand campaign for Radox which turned around the performance of the brand.

In 2009 she joined Cadbury where she was responsible for iconic brands such as Cadbury Dairy Milk, Wispa, Twirl, Flake and Caramel before moving to Birds Eye as UK Marketing Director where she was responsible for the marketing products that we’ve all grown up with such as fish fingers, peas and waffles.

At the end of last year she left FMCG to join the utilities sector and take on the challenge of transforming British Gas, one of the most recognised brands in the UK. PART 2: BUDGETING AND SPENDING What is your total budget for 2015?

Less than 10 Million 10-25 Million 25-50 Million 50-100 Million More than 100 Million X Other

How is your 2015 budget allocated across these business strategy categories? (as a %) Mandated investments to meet regulatory/legal requirements 10 Investments to maintain/run existing systems and process 5 Investments to support business innovation 50 Investments to support business growth 35 100% PART 3: INVESTMENT PRIORITIES How is your 2015 budget allocated across these business Priority within strategy categories? (1=Highest) 12 mths Video Advertising Platforms 3 Programmatic Media Buying 3

Priority beyond 12 mths 3 3

Brand Engagement 1 1 Content Marketing 1 1 Data Driven Marketing 1 1 Social Media Marketing/Management 2 1 Digital Marketing 2 2 Audience/Behavioural Targeting/Retargeting Personalization 2 2 SEM/SEO/PPC 3 3 Business Intelligence 3 3 Web Content Management/WEM 3 3 Customer Experience Management Platforms 4 4 Demand Side Platforms 4 4 Marketing Resource Management 5 5 A/B & Multivariate Testing & Optimization 5 5 IP Location Targeting & Geolocation 4 4 Social Listening & Social Engagement 2 1 eCommerce 4 3 Consumer Behaviour /Customer Retention & Service 2 1 Real-Time Bidding 5 5 Marketing Automation/Integrated Marketing 4 4 Tag Management 4 4 Cross Channel Campaign Management 3 3 Enterprise Feedback Management 5 5 CRM & Loyalty Programs 2 1 Search & Social Ads 3 3 Voice of Customer 1 1 Marketing Cloud Services 4 4 Augmented Reality 4 3 Email Marketing/Affiliate Marketing 4 3 Mobile Applications/Mobile Platforms 3 2 Multi-Channel Interaction 3 2 Social Video Advertising 4 4 Mobile Marketing/Advertising 3 2 Online Reputation Monitoring 2 2 Agile & Project Management 4 4 Display Advertising 4 4 Conversion & Optimisation Tools 5 4 Data Management Platform 5 5 Analytics (Web/Customer/Predictive/Data) 3 3 Marketing Attribution How was the perception of customer focused marketing changed within your organisation?

Fundamentally changed in last 18months where business is trying to put customer first What is the current focus your business takes toward customer interaction?

Improving customer service & customer journeys Which channels for driving customer interaction have been the most successful?

Call centres and on line What are other topical areas you are focusing on implementing to increase the effectiveness of your marketing campaigns?

Digital first mindset and integrated campaign thinking

PART 1: REGISTRATION PROFILE

NAME: Manuela Muzza EXECUTIVE TITLE: Digital Marketing Manager COMPANY NAME: Conde Nast Italy

PART 2: BUDGETING AND SPENDING What is your total budget for 2015?

Less than 10 Million 10-25 Million X 25-50 Million 50-100 Million More than 100 Million Other

How is your 2015 budget allocated across these business strategy categories? (as a %) Mandated investments to meet regulatory/legal requirements 10 Investments to maintain/run existing systems and process 40 Investments to support business innovation 20 Investments to support business growth 30 100%

PART 3: INVESTMENT PRIORITIES How is your 2015 budget allocated across these business Priority within strategy categories? (1=Highest) 12 mths Video Advertising Platforms 1 Programmatic Media Buying 3 Brand Engagement 2 Content Marketing 3 Data Driven Marketing 1 Social Media Marketing/Management 1 Digital Marketing 1 Audience/Behavioural Targeting/Retargeting Personalization 2 SEM/SEO/PPC 2 Business Intelligence 1 Web Content Management/WEM 4 Customer Experience Management Platforms 2 Demand Side Platforms 4 Marketing Resource Management 3 A/B & Multivariate Testing & Optimization 1 IP Location Targeting & Geolocation 5 Social Listening & Social Engagement 1 eCommerce 4 Consumer Behaviour /Customer Retention & Service 3

Priority beyond 12 mths 1 3 2 3 1 1 1 2 2 1 4 2 4 3 1 5 1 4 3

Real-Time Bidding 4 4 Marketing Automation/Integrated Marketing 1 1 Tag Management 3 3 Cross Channel Campaign Management 4 4 Enterprise Feedback Management 5 5 CRM & Loyalty Programs 3 3 Search & Social Ads 3 3 Voice of Customer 4 4 Marketing Cloud Services 5 5 Augmented Reality 5 5 Email Marketing/Affiliate Marketing 4 4 Mobile Applications/Mobile Platforms 3 3 Multi-Channel Interaction 4 4 Social Video Advertising 1 1 Mobile Marketing/Advertising 3 3 Online Reputation Monitoring 3 3 Agile & Project Management 4 4 Display Advertising 2 2 Conversion & Optimisation Tools 1 1 Data Management Platform 1 1 Analytics (Web/Customer/Predictive/Data) 1 1 Marketing Attribution 3 3 How was the perception of customer focused marketing changed within your organisation?

What is the current focus your business takes toward customer interaction?

Which channels for driving customer interaction have been the most successful?

What are other topical areas you are focusing on implementing to increase the effectiveness of your marketing campaigns?

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PART 1: REGISTRATION PROFILE

NAME: Wolfgang Ungerer EXECUTIVE TITLE: Director of Brand & Marketing Strategy COMPANY NAME: Daimler AG

PART 2: BUDGETING AND SPENDING What is your total budget for 2015?

Less than 10 Million 10-25 Million 25-50 Million 50-100 Million More than 100 Million X Other

How is your 2015 budget allocated across these business strategy categories? (as a %) Mandated investments to meet regulatory/legal requirements 15 Investments to maintain/run existing systems and process 20 Investments to support business innovation 15 Investments to support business growth 50 100% PART 3: INVESTMENT PRIORITIES How is your 2015 budget allocated across these business Priority within strategy categories? (1=Highest) 12 mths Video Advertising Platforms 2 Programmatic Media Buying 1 Brand Engagement 2 Content Marketing 2 Data Driven Marketing 2 Social Media Marketing/Management 1 Digital Marketing 1 Audience/Behavioural Targeting/Retargeting Personalization 1 SEM/SEO/PPC 2 Business Intelligence 2 Web Content Management/WEM 1 Customer Experience Management Platforms 2 Demand Side Platforms 3 Marketing Resource Management 2 A/B & Multivariate Testing & Optimization 3 IP Location Targeting & Geolocation 3 Social Listening & Social Engagement 3 eCommerce 2 Consumer Behaviour /Customer Retention & Service 2

Priority beyond 12 mths 2 2 2 1 1 1 1 1 2 2 1 2 2 2 3 3 2 1 2

Real-Time Bidding 3 3 Marketing Automation/Integrated Marketing 3 2 Tag Management 3 3 Cross Channel Campaign Management 1 1 Enterprise Feedback Management 4 4 CRM & Loyalty Programs 2 2 Search & Social Ads 3 3 Voice of Customer 2 2 Marketing Cloud Services 2 1 Augmented Reality 3 2 Email Marketing/Affiliate Marketing 3 3 Mobile Applications/Mobile Platforms 1 1 Multi-Channel Interaction 2 2 Social Video Advertising 3 3 Mobile Marketing/Advertising 3 2 Online Reputation Monitoring 3 3 Agile & Project Management 4 3 Display Advertising 4 4 Conversion & Optimisation Tools 2 2 Data Management Platform 1 1 Analytics (Web/Customer/Predictive/Data) 2 1 Marketing Attribution 3 2 How was the perception of customer focused marketing changed within your organisation?

Big Data is of key concern. With this the opportunity for personalised marketing.

What is the current focus your business takes toward customer interaction?

With Mercedes me we are building a key strategic capability for customer involvement and interaction (dirct marketing) Which channels for driving customer interaction have been the most successful?

Eventmarketing, digital marketing, communities.

What are other topical areas you are focusing on implementing to increase the effectiveness of your marketing campaigns?

Stronger focus on funnel-based and marketing effectiveness monitoring / transparancy

PART 1: REGISTRATION PROFILE Danone is a world leader in healthy food and develops four business lines: Fresh Dairy Products, Early Life Nutrition, Waters and Medical Nutrition.

Its mission is to bring health through food to as many people as possible.

Present in over 130 markets with over 100,000 employees, the company generated sales of over €21 billion in 2014, with more than half in emerging countries. Listed on Euronext Paris, Danone is a component stock of leading social responsibility indexes including the Dow Jones Sustainability Indexes, Vigeo and the Ethibel Sustainability Index. Danone is also ranked no. 1 in the 2013 ATNI index.

NAME: Santiago Mier EXECUTIVE TITLE: CMO and Global General Manager Activia COMPANY NAME: Danone

Santiago joined Danone Spain in 1997 and in 2003 he was promoted to Marketing Director in Czech Republic. Between 2006 and 2008 he led the international strategy of Activia, the main brand of the French multinational. In his last years as Marketing Director Spain he launched the frozen yogurt, Yolado, considered one of the greatest sales achievements in Spain 2012 and the largest digital CRM initiative in FMCG. Starting November 2012 he was promoted to VP CMO and in 2014 also added his role as General Manager Activia Global. He has also won several prices like “Mejor Profesional del Año” 2013 (Best Professional of the year), “Premio al joven talento directivo” by Seeliger & Conde (Young Director’s talent) and has acted as jury for the Spanish Marketing Association, Premios Eficacia, Best Pack and Young Lions Cannes.

PART 2: BUDGETING AND SPENDING What is your total budget for 2015?

Less than 10 Million 10-25 Million X 25-50 Million 50-100 Million More than 100 Million Other

How is your 2015 budget allocated across these business strategy categories? (as a %) Mandated investments to meet regulatory/legal requirements 15 Investments to maintain/run existing systems and process 20 Investments to support business innovation 25 Investments to support business growth 40 100% PART 3: INVESTMENT PRIORITIES How is your 2015 budget allocated across these business Priority within strategy categories? (1=Highest) 12 mths Video Advertising Platforms 2 Programmatic Media Buying 3 Brand Engagement 2 Content Marketing 3 Data Driven Marketing 4

Priority beyond 12 mths 3 3 3 3 4

Social Media Marketing/Management 4 4 Digital Marketing 3 3 Audience/Behavioural Targeting/Retargeting Personalization 3 3 SEM/SEO/PPC 4 4 Business Intelligence 2 3 Web Content Management/WEM 4 4 Customer Experience Management Platforms 1 2 Demand Side Platforms 3 3 Marketing Resource Management 3 3 A/B & Multivariate Testing & Optimization 4 4 IP Location Targeting & Geolocation 5 5 Social Listening & Social Engagement 3 3 eCommerce 4 4 Consumer Behaviour /Customer Retention & Service 4 4 Real-Time Bidding 4 4 Marketing Automation/Integrated Marketing 3 3 Tag Management 4 4 Cross Channel Campaign Management 2 2 Enterprise Feedback Management 4 4 CRM & Loyalty Programs 2 2 Search & Social Ads 3 3 Voice of Customer 3 3 Marketing Cloud Services 4 4 Augmented Reality 3 3 Email Marketing/Affiliate Marketing 5 5 Mobile Applications/Mobile Platforms 4 4 Multi-Channel Interaction 3 3 Social Video Advertising 4 4 Mobile Marketing/Advertising 3 3 Online Reputation Monitoring 4 4 Agile & Project Management 5 5 Display Advertising 5 5 Conversion & Optimisation Tools 5 5 Data Management Platform 5 5 Analytics (Web/Customer/Predictive/Data) 5 5 Marketing Attribution 5 5 How was the perception of customer focused marketing changed within your organisation?

What is the current focus your business takes toward customer interaction?

Which channels for driving customer interaction have been the most successful?

What are other topical areas you are focusing on implementing to increase the effectiveness of your marketing campaigns?

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PART 1: REGISTRATION PROFILE Danske Bank is a Nordic universal bank and one of the leading financial enterprises in northern Europe. We are headquartered in Copenhagen and operate in 15 countries, offering a full range of banking services in the international financial markets.

The Group has more than 3.3 million retail customers and a significant share of the corporate and institutional markets. Our vision is to become the most trusted financial partner, and we are driven by an ambition to always create long-term value for all our stakeholders. We have a market-leading position in Denmark; we are one of the largest banks in Northern Ireland and Finland; and we have challenger positions in Sweden, Norway, Estonia, Lithuania and Latvia. Furthermore, we have branches in London, Hamburg, Dublin and Warsaw and an office in New York. A subsidiary in Luxembourg caters to private banking customers, and another in St. Petersburg serves corporate banking customers.

NAME: Per Mรถller Jensen EXECUTIVE TITLE: SVP Marketing & Communication, Personal Banking COMPANY NAME: Danske Bank

Since graduating Per has been focusing his efforts towards sales, marketing, brand, loyalty and customer interaction. The customer focus has been a strong driver and he has developed into an international and market driven executive with documented value creation and growth within sales, loyalty, brand building and marketing. Since 1992 he has held positions with result, budget and personnel responsibilities. During this time he has gained valuable leadership experience through in-depth involvement in turnarounds, business development and through leading sizeable organizations and/or substantial revenue and cost budgets. Currently Per is working for Danske Bank as senior vice president for marketing & communication in personal banking, with responsibilities for marketing, internal and external communication, online channels and social media.

PART 2: BUDGETING AND SPENDING What is your total budget for 2015?

Less than 10 Million 10-25 Million 25-50 Million 50-100 Million X More than 100 Million Other

How is your 2015 budget allocated across these business strategy categories? (as a %) Mandated investments to meet regulatory/legal requirements 0 Investments to maintain/run existing systems and process 50 Investments to support business innovation 30 Investments to support business growth 20 100% PART 3: INVESTMENT PRIORITIES How is your 2015 budget allocated across these business Priority within strategy categories? (1=Highest) 12 mths Video Advertising Platforms 5 Programmatic Media Buying 4

Priority beyond 12 mths 5 4

Brand Engagement 1 1 Content Marketing 2 1 Data Driven Marketing 1 1 Social Media Marketing/Management 3 3 Digital Marketing 1 1 Audience/Behavioural Targeting/Retargeting Personalization 3 3 SEM/SEO/PPC 3 3 Business Intelligence 4 4 Web Content Management/WEM 2 2 Customer Experience Management Platforms 1 1 Demand Side Platforms 4 4 Marketing Resource Management 4 4 A/B & Multivariate Testing & Optimization 5 5 IP Location Targeting & Geolocation 5 5 Social Listening & Social Engagement 3 3 eCommerce 4 4 Consumer Behaviour /Customer Retention & Service 1 1 Real-Time Bidding 5 5 Marketing Automation/Integrated Marketing 3 3 Tag Management 5 5 Cross Channel Campaign Management 5 5 Enterprise Feedback Management 4 4 CRM & Loyalty Programs 1 1 Search & Social Ads 4 4 Voice of Customer 3 3 Marketing Cloud Services 3 3 Augmented Reality 4 4 Email Marketing/Affiliate Marketing 3 3 Mobile Applications/Mobile Platforms 1 1 Multi-Channel Interaction 3 3 Social Video Advertising 4 4 Mobile Marketing/Advertising 2 2 Online Reputation Monitoring 3 3 Agile & Project Management 5 5 Display Advertising 5 5 Conversion & Optimisation Tools 5 5 Data Management Platform 3 3 Analytics (Web/Customer/Predictive/Data) 5 5 Marketing Attribution 5 5 How was the perception of customer focused marketing changed within your organisation?

The organisation has acknowledged that customer satisfaction will not be build with marketing campaigns What is the current focus your business takes toward customer interaction?

Increased focus on customer experience Which channels for driving customer interaction have been the most successful?

1:1 marketing as well as personal interaction through call centers and branches What are other topical areas you are focusing on implementing to increase the effectiveness of your marketing campaigns?

Increased 1.1 marketing

PART 1: REGISTRATION PROFILE The De’Longhi group is a world leader in small domestic appliances. With brand names as De’Longhi, Kenwood, Braun household and Ariette it’s a major player in the food and cooking industry as well as household cleaning , ironing and home comfort. The De'longhi group is present in over 45 countries and remains committed to creating innovations that bring convenience and style into every customers' home making the “everyday better”.

NAME: Diamantis Economou EXECUTIVE TITLE: Global Marcoms Director COMPANY NAME: De'Longhi Group

With over 20 years of marketing experience, across 10 different countries and 3 continents, Diamantis has held a number of senior marketing position in top blue chip FMCG companies such as Reckitt Benckiser, Danone and Colgate –Palmolive. More recently, Diamantis is responsible for leading De’Longhi’s group brand portfolio ( Kenwood, Braun and De’Lonnghi) marketing, digital and in store activities across the globe.

PART 2: BUDGETING AND SPENDING What is your total budget for 2015?

Less than 10 Million 10-25 Million 25-50 Million X 50-100 Million More than 100 Million Other

How is your 2015 budget allocated across these business strategy categories? (as a %) Mandated investments to meet regulatory/legal requirements 0 Investments to maintain/run existing systems and process 10 Investments to support business innovation 35 Investments to support business growth 55 100% PART 3: INVESTMENT PRIORITIES How is your 2015 budget allocated across these business Priority within strategy categories? (1=Highest) 12 mths Video Advertising Platforms 2 Programmatic Media Buying 3 Brand Engagement 1 Content Marketing 1 Data Driven Marketing 3 Social Media Marketing/Management 3 Digital Marketing 3 Audience/Behavioural Targeting/Retargeting Personalization 2 SEM/SEO/PPC 2

Priority beyond 12 mths 2 3 1 1 3 3 3 2 2

Business Intelligence 4 4 Web Content Management/WEM 2 3 Customer Experience Management Platforms 2 2 Demand Side Platforms 4 4 Marketing Resource Management 4 4 A/B & Multivariate Testing & Optimization 2 2 IP Location Targeting & Geolocation 3 3 Social Listening & Social Engagement 4 4 eCommerce 3 2 Consumer Behaviour /Customer Retention & Service 3 2 Real-Time Bidding 3 3 Marketing Automation/Integrated Marketing 3 2 Tag Management 3 3 Cross Channel Campaign Management 3 3 Enterprise Feedback Management 4 4 CRM & Loyalty Programs 3 1 Search & Social Ads 3 3 Voice of Customer 3 2 Marketing Cloud Services 4 3 Augmented Reality 4 4 Email Marketing/Affiliate Marketing 3 3 Mobile Applications/Mobile Platforms 3 2 Multi-Channel Interaction 3 2 Social Video Advertising 4 3 Mobile Marketing/Advertising 3 2 Online Reputation Monitoring 4 4 Agile & Project Management 4 4 Display Advertising 3 3 Conversion & Optimisation Tools 3 2 Data Management Platform 4 4 Analytics (Web/Customer/Predictive/Data) 3 3 Marketing Attribution How was the perception of customer focused marketing changed within your organisation?

Gradual shift towards a more customer centric thinking, however buyers at traditional retailers slowing shift What is the current focus your business takes toward customer interaction?

Which channels for driving customer interaction have been the most successful?

What are other topical areas you are focusing on implementing to increase the effectiveness of your marketing campaigns?

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PART 1: REGISTRATION PROFILE DHL is present in over 220 countries and territories across the globe, making it the most international company in the world. With a workforce exceeding 315,000 employees, DHL provides solutions for an almost infinite number of logistics needs.

NAME: Cristian Citu EXECUTIVE TITLE: Director, Global Digital Marketing COMPANY NAME: DHL

Cristian is based at DHL’s global headquarters from where he’s managing digital marketing programs as a mix of strategic brand initiatives and lead generation campaigns. Before focusing on digital, Cristian had various global marketing roles for DHL in areas such as brand management, sponsorship or hr-marketing and he also spent time in Singapore for the Asia Pacific regional office. He joined the yellow logistics giant after a few years in consulting, where he worked with a wide range of customers from industries like IT, telecom, automotive, pharma or retail.

PART 2: BUDGETING AND SPENDING What is your total budget for 2015?

Less than 10 Million X 10-25 Million 25-50 Million 50-100 Million More than 100 Million Other

How is your 2015 budget allocated across these business strategy categories? (as a %) Mandated investments to meet regulatory/legal requirements 5 Investments to maintain/run existing systems and process 25 Investments to support business innovation 20 Investments to support business growth 50 100% PART 3: INVESTMENT PRIORITIES How is your 2015 budget allocated across these business Priority within strategy categories? (1=Highest) 12 mths Video Advertising Platforms 2 Programmatic Media Buying 2 Brand Engagement 1 Content Marketing 2 Data Driven Marketing 2 Social Media Marketing/Management 2 Digital Marketing 1 Audience/Behavioural Targeting/Retargeting Personalization 1

Priority beyond 12 mths 1 1 1 2 1 2 1 1

SEM/SEO/PPC 1 1 Business Intelligence 3 3 Web Content Management/WEM 1 1 Customer Experience Management Platforms 2 1 Demand Side Platforms 3 3 Marketing Resource Management 3 3 A/B & Multivariate Testing & Optimization 1 1 IP Location Targeting & Geolocation 2 2 Social Listening & Social Engagement 3 3 eCommerce 1 1 Consumer Behaviour /Customer Retention & Service 1 1 Real-Time Bidding 2 2 Marketing Automation/Integrated Marketing 2 1 Tag Management 2 2 Cross Channel Campaign Management 1 1 Enterprise Feedback Management 4 4 CRM & Loyalty Programs 2 2 Search & Social Ads 1 1 Voice of Customer 1 1 Marketing Cloud Services 1 1 Augmented Reality 4 4 Email Marketing/Affiliate Marketing 1 1 Mobile Applications/Mobile Platforms 1 1 Multi-Channel Interaction 1 1 Social Video Advertising 1 1 Mobile Marketing/Advertising 1 1 Online Reputation Monitoring 3 3 Agile & Project Management 3 3 Display Advertising 1 1 Conversion & Optimisation Tools 1 1 Data Management Platform 2 2 Analytics (Web/Customer/Predictive/Data) 1 1 Marketing Attribution 3 3 How was the perception of customer focused marketing changed within your organisation?

Marketing has been traditionally perceived as a function simply offering support to sales, but lately it starts being perceived as an independent entity able to generate business growht What is the current focus your business takes toward customer interaction?

On tactical level, investing in simplified processes; on strategic level, investing in brand bonding Which channels for driving customer interaction have been the most successful?

Customer Service, Corporate Website, Paid Search What are other topical areas you are focusing on implementing to increase the effectiveness of your marketing campaigns?

Personalization, Marketing Automation

PART 1: REGISTRATION PROFILE Diageo is a global leader in beverage alcohol with an outstanding collection of brands across spirits, beer and wine categories. These brands include Johnnie Walker (no 1 Scotch in the world), Smirnoff (no 1 vodka in the world), JεB, Baileys, Cîroc and Ketel One vodkas, Captain Morgan, Tanqueray and Guinness. Diageo is a global company, and present in more than 180 countries around the world. Exchange (DGE) and the New York Stock Exchange (DEO).

NAME: Malgorzata Kwilosz EXECUTIVE TITLE: Customer Marketing Director COMPANY NAME: Diageo

Malgosia is an experienced, energetic marketing, shopper and customer marketing executive with a distinguished track record. A strong, balanced commercial background, gained through operating in several FMCG categories (spirits, beer, pharma, food, tobacco) and leading international companies (incl. Diageo, SAB Miller, Boots Healthcare, Philip Morris). High contribution to leading position of strong consumer brands in Poland – including Johnnie Walker, L&M, Nurofen, Strepsils, Masmix.

PART 2: BUDGETING AND SPENDING What is your total budget for 2015?

Less than 10 Million 10-25 Million X 25-50 Million 50-100 Million More than 100 Million Other

How is your 2015 budget allocated across these business strategy categories? (as a %) Mandated investments to meet regulatory/legal requirements 15 Investments to maintain/run existing systems and process 25 Investments to support business innovation 20 Investments to support business growth 40 100% PART 3: INVESTMENT PRIORITIES How is your 2015 budget allocated across these business Priority within 12 Priority beyond 12 strategy categories? mths mths Video Advertising Platforms 4 3 Programmatic Media Buying 3 3 Brand Engagement 3 3 Content Marketing 3 2 Data Driven Marketing 4 3 Social Media Marketing/Management 1 1 Digital Marketing 4 3 Audience/Behavioural Targeting/Retargeting Personalization 2 2 SEM/SEO/PPC 4 3

Business Intelligence 3 2 Web Content Management/WEM 3 2 Customer Experience Management Platforms 3 3 Demand Side Platforms 4 4 Marketing Resource Management 4 4 A/B & Multivariate Testing & Optimization 4 3 IP Location Targeting & Geolocation 4 3 Social Listening & Social Engagement 3 3 eCommerce 3 2 Consumer Behaviour /Customer Retention & Service 3 3 Real-Time Bidding 4 4 Marketing Automation/Integrated Marketing 4 3 Tag Management 4 3 Cross Channel Campaign Management 3 2 Enterprise Feedback Management 4 4 CRM & Loyalty Programs 4 3 Search & Social Ads 4 4 Voice of Customer 3 3 Marketing Cloud Services 3 3 Augmented Reality 4 3 Email Marketing/Affiliate Marketing 3 3 Mobile Applications/Mobile Platforms 4 3 Multi-Channel Interaction 3 2 Social Video Advertising 3 3 Mobile Marketing/Advertising 3 3 Online Reputation Monitoring 4 4 Agile & Project Management 4 4 Display Advertising 2 2 Conversion & Optimisation Tools 3 3 Data Management Platform 3 3 Analytics (Web/Customer/Predictive/Data) 3 3 Marketing Attribution 4 3 How was the perception of customer focused marketing changed within your organisation?

What is the current focus your business takes toward customer interaction?

Which channels for driving customer interaction have been the most successful?

What are other topical areas you are focusing on implementing to increase the effectiveness of your marketing campaigns?

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PART 1: REGISTRATION PROFILE Diesel is an innovative international lifestyle company, producing a wide-ranging collection of jeans, clothing and accessories. Since its creation in 1978, Diesel has experienced extraordinary growth and has evolved from being a leading pioneer in denim into the world of premium casual wear, becoming a true alternative to the established luxury market.

NAME: Jo Jackson EXECUTIVE TITLE: Global Head of Creative Services COMPANY NAME: Diesel

With over 10 years experience in branding and fashion marketing, Jo has created global communication strategies, brand advocacy programmes, experiential campaigns & events for clients including Nike, Gap, Red Bull, Bacardi Global Brands, Nokia, Diageo & Bestseller. Jo now leads the global digital marketing, events, presence marketing, advertising & media production teams for Diesel. Responsible for driving the ideation, development and execution of international content and assets across all online and offline platforms.

PART 2: BUDGETING AND SPENDING What is your total budget for 2015?

Less than 10 Million 10-25 Million 25-50 Million 50-100 Million More than 100 Million Other n/a

How is your 2015 budget allocated across these business strategy categories? (as a %) Mandated investments to meet regulatory/legal requirements 2 Investments to maintain/run existing systems and process 3 Investments to support business innovation 20 Investments to support business growth 75 100% PART 3: INVESTMENT PRIORITIES How is your 2015 budget allocated across these business Priority within strategy categories? (1=Highest) 12 mths Video Advertising Platforms 1 Programmatic Media Buying 1 Brand Engagement 1 Content Marketing 1 Data Driven Marketing 1 Social Media Marketing/Management 1 Digital Marketing 1 Audience/Behavioural Targeting/Retargeting Personalization 1 SEM/SEO/PPC 2

Priority beyond 12 mths 1 1 1 1 1 1 1 1 2

Business Intelligence 3 3 Web Content Management/WEM 4 4 Customer Experience Management Platforms 3 3 Demand Side Platforms 3 3 Marketing Resource Management 3 3 A/B & Multivariate Testing & Optimization 3 3 IP Location Targeting & Geolocation 4 4 Social Listening & Social Engagement 3 3 eCommerce 1 3 Consumer Behaviour /Customer Retention & Service 2 2 Real-Time Bidding 4 4 Marketing Automation/Integrated Marketing 2 2 Tag Management 3 3 Cross Channel Campaign Management 3 3 Enterprise Feedback Management 4 4 CRM & Loyalty Programs 3 3 Search & Social Ads 3 3 Voice of Customer 3 3 Marketing Cloud Services 4 4 Augmented Reality 3 3 Email Marketing/Affiliate Marketing 3 3 Mobile Applications/Mobile Platforms 3 3 Multi-Channel Interaction 1 1 Social Video Advertising 2 2 Mobile Marketing/Advertising 1 1 Online Reputation Monitoring 2 2 Agile & Project Management 3 3 Display Advertising 3 3 Conversion & Optimisation Tools 2 2 Data Management Platform 3 3 Analytics (Web/Customer/Predictive/Data) 3 3 Marketing Attribution 3 3 How was the perception of customer focused marketing changed within your organisation?

What is the current focus your business takes toward customer interaction?

Which channels for driving customer interaction have been the most successful?

What are other topical areas you are focusing on implementing to increase the effectiveness of your marketing campaigns?

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PART 1: REGISTRATION PROFILE "Diesel is an innovative international lifestyle company, producing a wide-ranging collection of jeans, clothing and accessories. Since its creation in 1978, Diesel has experienced extraordinary growth and has evolved from being a leading pioneer in denim into the world of premium casual wear, becoming a true alternative to the established luxury market. Despite its growth, Diesel’s philosophy has remained the same as the day of its creation: Renzo Rosso had envisaged a brand that would stand for passion, individuality and self-expression. Diesel thrives on change: it produces no less than 3,000 new products every season and each one derives from a process of enormous creative freedom, ensuring constant innovation. The collections include: Diesel (recently “rebooted” by the arrival of Nicola Formichetti as its Artistic Director), Diesel Black Gold (the contemporary line designed by Andreas Melbostad) and Diesel Kid. Diesel is not just apparel and denim: it’s a lifestyle, which has been interpreted through licenses (under the creative leadership of Andrea Rosso) with leading companies to develop watches and jewellery (with Fossil), eyewear (with Marcolin), fragrances (with L’Oréal), helmets (with AGV), headphones (with Monster), bikes (with Pinarello), strollers (with Bugaboo) and a complete home collection (with Foscarini, Moroso, Zucchi, Seletti and Scavolini)" NAME: Nicola Giorgi EXECUTIVE TITLE: VP Global Marketing COMPANY NAME: Diesel

PART 2: BUDGETING AND SPENDING What is your total budget for 2015?

Less than 10 Million 10-25 Million 25-50 Million X 50-100 Million More than 100 Million Other

How is your 2015 budget allocated across these business strategy categories? (as a %) Mandated investments to meet regulatory/legal requirements 0 Investments to maintain/run existing systems and process 10 Investments to support business innovation 5 Investments to support business growth 85 100% PART 3: INVESTMENT PRIORITIES How is your 2015 budget allocated across these business Priority within strategy categories? (1=Highest) 12 mths Video Advertising Platforms 5 Programmatic Media Buying 2 Brand Engagement 3 Content Marketing 1 Data Driven Marketing 1 Social Media Marketing/Management 2 Digital Marketing 3 Audience/Behavioural Targeting/Retargeting Personalization 3

Priority beyond 12 mths 5 2 3 1 1 2 3 3

SEM/SEO/PPC 4 4 Business Intelligence 5 5 Web Content Management/WEM 5 5 Customer Experience Management Platforms 5 5 Demand Side Platforms 5 5 Marketing Resource Management 5 5 A/B & Multivariate Testing & Optimization 5 5 IP Location Targeting & Geolocation 5 5 Social Listening & Social Engagement 3 3 eCommerce 3 3 Consumer Behaviour /Customer Retention & Service 4 4 Real-Time Bidding 5 5 Marketing Automation/Integrated Marketing 5 5 Tag Management 4 4 Cross Channel Campaign Management 2 2 Enterprise Feedback Management 5 5 CRM & Loyalty Programs 2 2 Search & Social Ads 5 5 Voice of Customer 5 5 Marketing Cloud Services 5 5 Augmented Reality 5 5 Email Marketing/Affiliate Marketing 4 4 Mobile Applications/Mobile Platforms 5 5 Multi-Channel Interaction 3 3 Social Video Advertising 5 5 Mobile Marketing/Advertising 5 5 Online Reputation Monitoring 4 4 Agile & Project Management 5 5 Display Advertising 5 5 Conversion & Optimisation Tools 4 4 Data Management Platform 5 5 Analytics (Web/Customer/Predictive/Data) 4 4 Marketing Attribution 2 2 How was the perception of customer focused marketing changed within your organisation? customer insights and UGC taken into marketing process What is the current focus your business takes toward customer interaction?

Strong one to one CRM approach Which channels for driving customer interaction have been the most successful?

CRM and Social media What are other topical areas you are focusing on implementing to increase the effectiveness of your marketing campaigns?

CRM, retargeting, content marketing, social media

PART 1: REGISTRATION PROFILE Dixons Carphone plc is Europe's leading specialist electrical and telecommunications retailer and services company, employing over 40,000 people in 14 countries. Focused on helping customers navigate the connected world, Dixons Carphone offers a comprehensive range of electrical and mobile products, connectivity and expert after-sales services from the Geek Squad and Knowhow. Dixons Carphone’s primary brands include Carphone Warehouse, Currys and PC World in the UK and Ireland, Elkjøp, El Giganten, Gigantti and Lefdal in the Nordic countries, Kotsovolos in Greece, Dixons Travel in a number of European airports and Phone House in Germany, the Netherlands, Portugal, Spain and Sweden. Our key service brands include Knowhow in the UK, Ireland and the Nordics, Geek Squad in the UK, Ireland and various other European markets.

NAME: Julian Diment EXECUTIVE TITLE: Customer and Marketing Director COMPANY NAME: Dixons Carphone

Julian joined Carphone Warehouse four years ago and was appointed Marketing Director in 2012 and sits on the Carphone Warehouse UK Executive Board. Prior to joining Carphone Warehouse, Julian spent four years as Global Marketing Director at Alfred Dunhill. In this role, he oversaw the successful re-launch of the brand, including the development of 70 new stores internationally and the creation of The Homes of Alfred Dunhill in Shanghai, Tokyo, Hong Kong & London, a new vision for male luxury retailing incorporating the ultimate in products & services and in London, a private members club, Alfred’s. A law graduate from Bristol University, Julian began his career as a trainee at Saatchi & Saatchi. Following seven years at the company, he opened his own restaurant, before taking his place as Senior Operations Manager at the Football Association.

PART 2: BUDGETING AND SPENDING What is your total budget for 2015?

Less than 10 Million 10-25 Million 25-50 Million 50-100 Million X More than 100 Million Other

How is your 2015 budget allocated across these business strategy categories? (as a %) Mandated investments to meet regulatory/legal requirements 2 Investments to maintain/run existing systems and process 70 Investments to support business innovation 10 Investments to support business growth 18 100% PART 3: INVESTMENT PRIORITIES How is your 2015 budget allocated across these business Priority within strategy categories? (1=Highest) 12 mths Video Advertising Platforms 3 Programmatic Media Buying 3

Priority beyond 12 mths 3 3

Brand Engagement 3 3 Content Marketing 1 1 Data Driven Marketing 1 1 Social Media Marketing/Management 2 2 Digital Marketing 2 2 Audience/Behavioural Targeting/Retargeting Personalization 3 3 SEM/SEO/PPC 3 3 Business Intelligence 3 3 Web Content Management/WEM 4 4 Customer Experience Management Platforms 1 1 Demand Side Platforms 4 4 Marketing Resource Management 4 4 A/B & Multivariate Testing & Optimization 5 5 IP Location Targeting & Geolocation 5 5 Social Listening & Social Engagement 4 4 eCommerce 4 4 Consumer Behaviour /Customer Retention & Service 1 1 Real-Time Bidding 5 5 Marketing Automation/Integrated Marketing 5 5 Tag Management 5 5 Cross Channel Campaign Management 4 4 Enterprise Feedback Management 5 5 CRM & Loyalty Programs 2 2 Search & Social Ads 4 4 Voice of Customer 2 2 Marketing Cloud Services 4 4 Augmented Reality 5 5 Email Marketing/Affiliate Marketing 3 3 Mobile Applications/Mobile Platforms 4 4 Multi-Channel Interaction 4 4 Social Video Advertising 4 4 Mobile Marketing/Advertising 4 4 Online Reputation Monitoring 4 4 Agile & Project Management 5 5 Display Advertising 3 3 Conversion & Optimisation Tools 3 3 Data Management Platform 2 2 Analytics (Web/Customer/Predictive/Data) 2 2 Marketing Attribution How was the perception of customer focused marketing changed within your organisation?

Seen significant shift in 18 months What is the current focus your business takes toward customer interaction?

Strong focus. weekly exec reviews and dashboard Which channels for driving customer interaction have been the most successful? retail 7 online What are other topical areas you are focusing on implementing to increase the effectiveness of your marketing campaigns?

Attribution model

PART 1: REGISTRATION PROFILE Leading transformation through mobility We are a world leader in the rapidly changing environment of communications technology – providing equipment, software and services to enable transformation through mobility. Some 40 percent of global mobile traffic runs through networks we have supplied. More than 1 billion subscribers around the world rely every day on networks that we manage. With more than 37,000 granted patents, we have one of the industry’s strongest intellectual property rights portfolios. Our leadership in technology and services has been a driving force behind the expansion and improvement of connectivity worldwide. We believe that through mobility, our society can be transformed for the better. New innovations and forms of expression are finding a greater audience, industries and hierarchies are being revolutionized, and we are seeing a fundamental change in the way we communicate, socialize and make decisions together.

NAME: Eva Sparr EXECUTIVE TITLE: VP Strategic & Tactical Marketing COMPANY NAME: Ericsson

Eva has more than 20 years of experience from high tech marketing, public relations and strategic communications. Most recently she has led Ericsson’s global Networks marketing organization. Since she joined Ericsson in 2000 she has held various leading marketing and communications positions globally and in North America. She established Ericsson global analyst relations function. Previous positions as communications consultant and tech journalist.

PART 2: BUDGETING AND SPENDING What is your total budget for 2015?

Less than 10 Million 10-25 Million 25-50 Million 50-100 Million X More than 100 Million Other

How is your 2015 budget allocated across these business strategy categories? (as a %) Mandated investments to meet regulatory/legal requirements 6 Investments to maintain/run existing systems and process 13 Investments to support business innovation 21 Investments to support business growth 60 100% PART 3: INVESTMENT PRIORITIES How is your 2015 budget allocated across these business Priority within strategy categories? (1=Highest) 12 mths Video Advertising Platforms 4 Programmatic Media Buying 4 Brand Engagement 3 Content Marketing 3

Priority beyond 12 mths 4 4 3 3

Data Driven Marketing 2 2 Social Media Marketing/Management 2 2 Digital Marketing 2 2 Audience/Behavioural Targeting/Retargeting Personalization 3 3 SEM/SEO/PPC 5 5 Business Intelligence 5 5 Web Content Management/WEM 5 5 Customer Experience Management Platforms 4 4 Demand Side Platforms 4 4 Marketing Resource Management 5 5 A/B & Multivariate Testing & Optimization 5 5 IP Location Targeting & Geolocation 5 5 Social Listening & Social Engagement 3 3 eCommerce 5 5 Consumer Behaviour /Customer Retention & Service 5 5 Real-Time Bidding 5 5 Marketing Automation/Integrated Marketing 4 4 Tag Management 5 5 Cross Channel Campaign Management 5 5 Enterprise Feedback Management 5 5 CRM & Loyalty Programs 5 5 Search & Social Ads 4 4 Voice of Customer 3 3 Marketing Cloud Services 4 4 Augmented Reality 4 4 Email Marketing/Affiliate Marketing 5 5 Mobile Applications/Mobile Platforms 5 5 Multi-Channel Interaction 4 4 Social Video Advertising 5 5 Mobile Marketing/Advertising 5 5 Online Reputation Monitoring 5 5 Agile & Project Management 4 4 Display Advertising 5 5 Conversion & Optimisation Tools 4 4 Data Management Platform 5 5 Analytics (Web/Customer/Predictive/Data) 4 4 Marketing Attribution 5 5 How was the perception of customer focused marketing changed within your organisation?

Became more important What is the current focus your business takes toward customer interaction?

Relationship sales Which channels for driving customer interaction have been the most successful?

Trade shows What are other topical areas you are focusing on implementing to increase the effectiveness of your marketing campaigns?

Digitalv

PART 1: REGISTRATION PROFILE Gala Coral Interactive (Gibraltar) Ltd is a dedicated division of the Gala Coral Group, specifically developed as an online presence to offer a world class bingo and casino gaming service. Who We Are: •Gala Coral Group – one of the UK’s top 3 largest gaming firms both on the High Street and online •One of the most respected names in the industry •Britain’s best-known sports, bingo and casino brands •Operating from one of the most attractive regulated betting and gaming markets in Europe •Britain’s best-known bingo, casino and sports brands •Over 20 years of High Street history •Now established overseas in Sweden NAME: Alison Digges EXECUTIVE TITLE: Gala Coral Brand Director COMPANY NAME: Gala Coral Interactive

Alison is a commercially driven marketing director with strong consumer marketing background specialising in the online gaming sector for the past 15 years. Advanced insight and innovation, planning and programme management, commercial and business case development skills. Full marketing mix, multi-channel brand communications and brand strategy/architecture experience. Summary of recent roles below: Gala Coral Interactive - Jan 2012- present Brand Director Gala Coral Interactive Brand Director responsible for brand development and overall P&L of all Gala Interactive brands both UK and international in the Gala Coral Interactive group. Board Director on the Gala Coral Interactive board since 2012.

PART 2: BUDGETING AND SPENDING What is your total budget for 2015?

Less than 10 Million 10-25 Million X 25-50 Million 50-100 Million More than 100 Million Other

How is your 2015 budget allocated across these business strategy categories? (as a %) Mandated investments to meet regulatory/legal requirements 5 Investments to maintain/run existing systems and process 35 Investments to support business innovation 20 Investments to support business growth 40 100% PART 3: INVESTMENT PRIORITIES

How is your 2015 budget allocated across these business Priority within strategy categories? (1=Highest) 12 mths Video Advertising Platforms 1 Programmatic Media Buying 1 Brand Engagement 1 Content Marketing 2

Priority beyond 12 mths 1 1 1 2

Data Driven Marketing 1 1 Social Media Marketing/Management 2 2 Digital Marketing 2 2 Audience/Behavioural Targeting/Retargeting Personalization 2 2 SEM/SEO/PPC 2 2 Business Intelligence 2 2 Web Content Management/WEM 3 3 Customer Experience Management Platforms 3 3 Demand Side Platforms 4 4 Marketing Resource Management 4 4 A/B & Multivariate Testing & Optimization 3 3 IP Location Targeting & Geolocation 3 3 Social Listening & Social Engagement 3 3 eCommerce 4 4 Consumer Behaviour /Customer Retention & Service 2 2 Real-Time Bidding 4 4 Marketing Automation/Integrated Marketing 3 3 Tag Management 3 3 Cross Channel Campaign Management 3 3 Enterprise Feedback Management 4 4 CRM & Loyalty Programs 2 2 Search & Social Ads 3 3 Voice of Customer 3 3 Marketing Cloud Services 5 5 Augmented Reality 4 4 Email Marketing/Affiliate Marketing 4 4 Mobile Applications/Mobile Platforms 2 2 Multi-Channel Interaction 2 2 Social Video Advertising 3 3 Mobile Marketing/Advertising 3 3 Online Reputation Monitoring 3 3 Agile & Project Management 5 5 Display Advertising 4 4 Conversion & Optimisation Tools 3 3 Data Management Platform 3 3 Analytics (Web/Customer/Predictive/Data) 3 3 Marketing Attribution 1 1 How was the perception of customer focused marketing changed within your organisation?

It is front of all we do What is the current focus your business takes toward customer interaction?

Focus groups, surveys, regular events ,chat Which channels for driving customer interaction have been the most successful? surveys chat What are other topical areas you are focusing on implementing to increase the effectiveness of your marketing campaigns?

Emotional response

PART 1: REGISTRATION PROFILE ghd celebrates its 14th birthday this year. They’re a young company that have achieved great things so far by creating a best in class styler range that is loved by stylists and consumers alike. They remain fiercely ambitious, with big growth plans, exciting new innovation in the pipeline and geographic expansion. They pride themselves on remaining true to their founding ethos – the spirit of transformation – and have established a position at the forefront of the competitive fashion styling sector, where they are renowned as one of the leading hair styling brands around the world and synonymous with style and sophistication.

NAME: Caroline Rolfe EXECUTIVE TITLE: Global Director of Digital COMPANY NAME: GHD

Caroline joined ghd in September 2014 to spearhead the British brands digital evolution and drive the eCommerce sales and digital presence in their global markets. She specialises in digital strategy, eCommerce excellence, digital infrastructure and social business strategy. Her background is with a variety of retail favourites including Belstaff, Links of London and the Arcadia group. She got her 'eCommerce stripes’ at Estee Lauder Companies where she spent over 8 years establishing eCommerce within their core brands including launching clinique.co.uk. She is also an active speaker in the eCommerce industry on a range of subjects, a guest speaker on the IDM digital courses, and also a member of the IDM's Digital Council. Outside of the day job Caroline is Co-owner and commercial director of runninginheels.com which is a womens' lifestyle content website in the UK. PART 2: BUDGETING AND SPENDING What is your total budget for 2015?

Less than 10 Million 10-25 Million X 25-50 Million 50-100 Million More than 100 Million Other

How is your 2015 budget allocated across these business strategy categories? (as a %) Mandated investments to meet regulatory/legal requirements 25 Investments to maintain/run existing systems and process 25 Investments to support business innovation 25 Investments to support business growth 25 100% PART 3: INVESTMENT PRIORITIES How is your 2015 budget allocated across these business Priority within strategy categories? (1=Highest) 12 mths Video Advertising Platforms 3 Programmatic Media Buying 4 Brand Engagement 3

Priority beyond 12 mths 3 4 3

Content Marketing 2 2 Data Driven Marketing 4 4 Social Media Marketing/Management 2 2 Digital Marketing 2 2 Audience/Behavioural Targeting/Retargeting Personalization 2 2 SEM/SEO/PPC 2 2 Business Intelligence 3 3 Web Content Management/WEM 3 3 Customer Experience Management Platforms 3 3 Demand Side Platforms 4 4 Marketing Resource Management 4 4 A/B & Multivariate Testing & Optimization 3 3 IP Location Targeting & Geolocation 3 3 Social Listening & Social Engagement 2 2 eCommerce 2 2 Consumer Behaviour /Customer Retention & Service 2 2 Real-Time Bidding 3 3 Marketing Automation/Integrated Marketing 3 3 Tag Management 3 3 Cross Channel Campaign Management 3 3 Enterprise Feedback Management 4 4 CRM & Loyalty Programs 1 1 Search & Social Ads 2 2 Voice of Customer 2 2 Marketing Cloud Services 3 3 Augmented Reality 3 3 Email Marketing/Affiliate Marketing 2 2 Mobile Applications/Mobile Platforms 2 2 Multi-Channel Interaction 1 1 Social Video Advertising 2 2 Mobile Marketing/Advertising 2 2 Online Reputation Monitoring 2 2 Agile & Project Management 4 4 Display Advertising 1 1 Conversion & Optimisation Tools 2 2 Data Management Platform 4 4 Analytics (Web/Customer/Predictive/Data) 3 3 Marketing Attribution How was the perception of customer focused marketing changed within your organisation?

Yes - our whole strategy is customer focussednow What is the current focus your business takes toward customer interaction?

Very focussed Which channels for driving customer interaction have been the most successful?

Social, YouTube, Ratings& Reviews What are other topical areas you are focusing on implementing to increase the effectiveness of your marketing campaigns?

Paid Social, joining all the dots on the campaign from the start to make it more wholistic

PART 1: REGISTRATION PROFILE GlaxoSmithKline is a science-led global healthcare company. It researches and develops a broad range of innovative products in three primary areas of pharmaceuticals, vaccines and consumer healthcare. The consumer healthcare division (£5.2bn turnover – 20% of group) focuses on four main categories: wellness, oral health, skin health and nutrition. These include a number of well-known brands such as Sensodyne, Panadol and Horlicks, Aquafresh, Sensodyne, Poligrip, Breathe Right, Eno and NiQuitin.

NAME: Leo Miller EXECUTIVE TITLE: Global Business Lead - Digital Transformation COMPANY NAME: GSK

Leo is the global lead for digital marketing at GSK Consumer Healthcare. He is a strategic and innovative global digital marketing director. A leader in the development of global digital, CRM and social media strategies; ranging from start-ups, through to some of the world’s biggest brands and businesses. A deliverer of transformational change in large, complex organisations with a proven ability to engage businesses and brands to accelerate capabilities; keeping pace within the rapidly changing landscape by instilling digital marketing as a core competency, thus enabling greater competitiveness for future growth.

PART 2: BUDGETING AND SPENDING What is your total budget for 2015?

Less than 10 Million 10-25 Million 25-50 Million 50-100 Million More than 100 Million X Other

How is your 2015 budget allocated across these business strategy categories? (as a %) Mandated investments to meet regulatory/legal requirements 5 Investments to maintain/run existing systems and process 20 Investments to support business innovation 5 Investments to support business growth 70 100% PART 3: INVESTMENT PRIORITIES How is your 2015 budget allocated across these business Priority within strategy categories? (1=Highest) 12 mths Video Advertising Platforms 2 Programmatic Media Buying 1 Brand Engagement 3 Content Marketing 2 Data Driven Marketing 3 Social Media Marketing/Management 3 Digital Marketing 1

Priority beyond 12 mths 3 2 3 2 1 2 1

Audience/Behavioural Targeting/Retargeting Personalization 1 2 SEM/SEO/PPC 3 3 Business Intelligence 3 3 Web Content Management/WEM 4 4 Customer Experience Management Platforms 3 3 Demand Side Platforms 3 2 Marketing Resource Management 3 3 A/B & Multivariate Testing & Optimization 4 4 IP Location Targeting & Geolocation 4 4 Social Listening & Social Engagement 1 2 eCommerce 3 3 Consumer Behaviour /Customer Retention & Service 3 3 Real-Time Bidding 4 4 Marketing Automation/Integrated Marketing 2 2 Tag Management 4 4 Cross Channel Campaign Management 3 3 Enterprise Feedback Management 4 4 CRM & Loyalty Programs 4 4 Search & Social Ads 3 3 Voice of Customer 3 3 Marketing Cloud Services 3 3 Augmented Reality 3 3 Email Marketing/Affiliate Marketing 3 3 Mobile Applications/Mobile Platforms 3 3 Multi-Channel Interaction 3 3 Social Video Advertising 3 3 Mobile Marketing/Advertising 3 3 Online Reputation Monitoring 3 3 Agile & Project Management 3 3 Display Advertising 3 3 Conversion & Optimisation Tools 3 3 Data Management Platform 3 3 Analytics (Web/Customer/Predictive/Data) 3 3 Marketing Attribution 3 3 How was the perception of customer focused marketing changed within your organisation?

Our whole business is built around consumer centric marketing What is the current focus your business takes toward customer interaction?

Digital Transformation Which channels for driving customer interaction have been the most successful?

Website, social, video, websites, consumer relations What are other topical areas you are focusing on implementing to increase the effectiveness of your marketing campaigns?

Multichannel & Retail

PART 1: REGISTRATION PROFILE GlaxoSmithKline is a science-led global healthcare company. It researches and develops a broad range of innovative products in three primary areas of pharmaceuticals, vaccines and consumer healthcare. The consumer healthcare division (£5.2bn turnover – 20% of group) focuses on four main categories: wellness, oral health, skin health and nutrition. These include a number of well-known brands such as Sensodyne, Panadol and Horlicks, Aquafresh, Sensodyne, Poligrip, Breathe Right, Eno and NiQuitin.

NAME: Massimo Pavone EXECUTIVE TITLE: Digital Special Projects Director COMPANY NAME: GSK

Massimo is a digital marketer passionate about tackling the cultural challenge brought to the big corporations by the digital disruptor. He has successfully led digital innovation and transformation projects at country level (Italy) and then requested to replicate them at European and global levels. He has deep roots in brand marketing (eight+ years) and lately in digital marketing (seven+ years), ranging from the pharmaceutical to the consumer healthcare industry both at country and above country levels. He is used to work in organizational-complex multi-cultural environments by establishing a productive relationship, best project management practices.

PART 2: BUDGETING AND SPENDING What is your total budget for 2015?

Less than 10 Million 10-25 Million 25-50 Million 50-100 Million More than 100 Million Other X

How is your 2015 budget allocated across these business strategy categories? (as a %) Mandated investments to meet regulatory/legal requirements 10 Investments to maintain/run existing systems and process 75 Investments to support business innovation 10 Investments to support business growth 5 100% PART 3: INVESTMENT PRIORITIES How is your 2015 budget allocated across these business Priority within strategy categories? (1=Highest) 12 mths Video Advertising Platforms 4 Programmatic Media Buying 4 Brand Engagement 4 Content Marketing 4 Data Driven Marketing 3 Social Media Marketing/Management 2 Digital Marketing 3

Priority beyond 12 mths 3 3 4 3 3 2 3

Audience/Behavioural Targeting/Retargeting Personalization 2 2 SEM/SEO/PPC 3 3 Business Intelligence 3 2 Web Content Management/WEM 5 5 Customer Experience Management Platforms 3 2 Demand Side Platforms 5 5 Marketing Resource Management 5 5 A/B & Multivariate Testing & Optimization 4 4 IP Location Targeting & Geolocation 4 3 Social Listening & Social Engagement 1 1 eCommerce 5 5 Consumer Behaviour /Customer Retention & Service 1 1 Real-Time Bidding 5 5 Marketing Automation/Integrated Marketing 3 2 Tag Management 3 4 Cross Channel Campaign Management 3 3 Enterprise Feedback Management 3 3 CRM & Loyalty Programs 4 4 Search & Social Ads 2 3 Voice of Customer 1 2 Marketing Cloud Services 3 3 Augmented Reality 4 4 Email Marketing/Affiliate Marketing 3 3 Mobile Applications/Mobile Platforms 4 4 Multi-Channel Interaction 3 3 Social Video Advertising 3 3 Mobile Marketing/Advertising 4 4 Online Reputation Monitoring 1 1 Agile & Project Management 5 5 Display Advertising 4 4 Conversion & Optimisation Tools 3 3 Data Management Platform 4 4 Analytics (Web/Customer/Predictive/Data) 1 1 Marketing Attribution 4 4 How was the perception of customer focused marketing changed within your organisation?

What is the current focus your business takes toward customer interaction?

It is an high priority four GSK CH to be able to connect with our consumers on their terms (when/where) Which channels for driving customer interaction have been the most successful?

New customer service center supporting different channels: phone, livechat, email, social media What are other topical areas you are focusing on implementing to increase the effectiveness of your marketing campaigns? gathering more actionable insight through social media listening

PART 1: REGISTRATION PROFILE Jaguar Land Rover is the UK’s largest automotive manufacturing business, built around two iconic British car brands: Land Rover, the world’s leading manufacturer of premium all-wheel drive vehicles and Jaguar, one of the world’s premier luxury sports saloon and sports car marques.

NAME: Brad Young EXECUTIVE TITLE: Global Head of CRM COMPANY NAME: Jaguar Land Rover

Brad currently heads up CRM globally for Jaguar Land Rover. He is focused on creating a more personalised, connected and compelling experience for customers around the world.

It is the fusion of marketing, customer experience design and big data. Brad's background is 17 years in marketing, digital and CRM working with brands such as Ralph Lauren, Dyson, Diageo, Unilever and Cadbury. He is passionate about connected relationship marketing and creating smart customer experiences.

PART 2: BUDGETING AND SPENDING What is your total budget for 2015?

Less than 10 Million 10-25 Million 25-50 Million X 50-100 Million More than 100 Million Other

How is your 2015 budget allocated across these business strategy categories? (as a %) Mandated investments to meet regulatory/legal requirements 15 Investments to maintain/run existing systems and process 10 Investments to support business innovation 50 Investments to support business growth 25 100% PART 3: INVESTMENT PRIORITIES How is your 2015 budget allocated across these business Priority within strategy categories? (1=Highest) 12 mths Video Advertising Platforms 5 Programmatic Media Buying 5 Brand Engagement 2 Content Marketing 2 Data Driven Marketing 2 Social Media Marketing/Management 1 Digital Marketing 1 Audience/Behavioural Targeting/Retargeting Personalization 1 SEM/SEO/PPC 5 Business Intelligence 2

Priority beyond 12 mths 5 5 2 2 1 1 1 1 5 2

Web Content Management/WEM 5 5 Customer Experience Management Platforms 1 1 Demand Side Platforms 5 5 Marketing Resource Management 5 5 A/B & Multivariate Testing & Optimization 2 2 IP Location Targeting & Geolocation 2 2 Social Listening & Social Engagement 1 1 eCommerce 5 5 Consumer Behaviour /Customer Retention & Service 1 1 Real-Time Bidding 5 5 Marketing Automation/Integrated Marketing 2 1 Tag Management 5 5 Cross Channel Campaign Management 2 1 Enterprise Feedback Management 5 5 CRM & Loyalty Programs 1 1 Search & Social Ads 5 5 Voice of Customer 2 1 Marketing Cloud Services 5 5 Augmented Reality 3 3 Email Marketing/Affiliate Marketing 3 3 Mobile Applications/Mobile Platforms 3 3 Multi-Channel Interaction 2 1 Social Video Advertising 5 5 Mobile Marketing/Advertising 5 5 Online Reputation Monitoring 2 2 Agile & Project Management 5 5 Display Advertising 5 5 Conversion & Optimisation Tools 5 5 Data Management Platform 2 2 Analytics (Web/Customer/Predictive/Data) 3 3 Marketing Attribution 2 2 How was the perception of customer focused marketing changed within your organisation?

Gradually changing to become more aware of the entire customer journey and need to be more customer centric, but still a very product centric organisation What is the current focus your business takes toward customer interaction?

Primarily seen as a customer service responsibility but gradual change to wider focus of driving a connected customer experience across marketing, sales and service Which channels for driving customer interaction have been the most successful?

Social / Facebook has largest levels of brand interaction but disconnected from other channels currently.

Currently implementing customer review system for our cars across all global websites.

What are other topical areas you are focusing on implementing to increase the effectiveness of your marketing campaigns?

Implementation of Global CRM programme including integrating attribution of leads to campaigns, designed to drive more accountability in marketing across 18 markets.

PART 1: REGISTRATION PROFILE Kia Motors Europe is the European sales, marketing, and service arm of Kia Motors Corporation. With its headquarters in Frankfurt, Germany, it covers 30 markets in Europe. Kia Motors Corporation (www.kia.com) – a maker of quality vehicles for the young-at-heart – was founded in 1944 and is Korea's oldest manufacturer of motor vehicles. Over 2.7 million Kia vehicles a year are produced in nine manufacturing and assembly operations in five countries which are then sold and serviced through a network of distributors and dealers covering around 150 countries.

NAME: Artur Martins EXECUTIVE TITLE: VP Marketing COMPANY NAME: Kia Motors Europe

Artur has responsibility for over 31 European markets. Senior experience in several marketing positions within four leading industrial corporations (Kia Motors, Volkswagen Group, Toyota Motors and FIAT Group). Extensive international professional experience, having worked and lived Germany, Spain, Portugal and Brazil. Wide experience, in-depth knowledge and proven track-record within all the Marketing disciplines in different executive positions having played a fundamental role in the successes of the companies where he has worked. Used to build profitable turnover growth through innovative marketing management and to see challenges as opportunities to invent and initiate pathways to turn around adverse business situations. Great believer in the effectiveness of communication to deliver the right message about brand and products, engaging with consumers in order to increase sales and profitability.

PART 2: BUDGETING AND SPENDING What is your total budget for 2015?

Less than 10 Million 10-25 Million 25-50 Million X 50-100 Million More than 100 Million Other

How is your 2015 budget allocated across these business strategy categories? (as a %) Mandated investments to meet regulatory/legal requirements 7 Investments to maintain/run existing systems and process 73 Investments to support business innovation 10 Investments to support business growth 10 100% PART 3: INVESTMENT PRIORITIES How is your 2015 budget allocated across these business Priority within strategy categories? (1=Highest) 12 mths Video Advertising Platforms 3 Programmatic Media Buying 2 Brand Engagement 2 Content Marketing 1 Data Driven Marketing 3

Priority beyond 12 mths 3 2 2 1 3

Social Media Marketing/Management 2 2 Digital Marketing 1 1 Audience/Behavioural Targeting/Retargeting Personalization 2 2 SEM/SEO/PPC 2 2 Business Intelligence 3 3 Web Content Management/WEM 3 3 Customer Experience Management Platforms 3 2 Demand Side Platforms 4 4 Marketing Resource Management 4 4 A/B & Multivariate Testing & Optimization 4 4 IP Location Targeting & Geolocation 3 3 Social Listening & Social Engagement 3 2 eCommerce 3 2 Consumer Behaviour /Customer Retention & Service 3 3 Real-Time Bidding 2 2 Marketing Automation/Integrated Marketing 3 3 Tag Management 3 3 Cross Channel Campaign Management 3 3 Enterprise Feedback Management 4 4 CRM & Loyalty Programs 3 3 Search & Social Ads 3 3 Voice of Customer 3 3 Marketing Cloud Services 3 3 Augmented Reality 3 3 Email Marketing/Affiliate Marketing 3 3 Mobile Applications/Mobile Platforms 3 3 Multi-Channel Interaction 3 3 Social Video Advertising 3 3 Mobile Marketing/Advertising 3 3 Online Reputation Monitoring 3 3 Agile & Project Management 3 3 Display Advertising 3 3 Conversion & Optimisation Tools 3 3 Data Management Platform 3 3 Analytics (Web/Customer/Predictive/Data) 3 3 Marketing Attribution 3 3 How was the perception of customer focused marketing changed within your organisation?

What is the current focus your business takes toward customer interaction?

Which channels for driving customer interaction have been the most successful?

What are other topical areas you are focusing on implementing to increase the effectiveness of your marketing campaigns?

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PART 1: REGISTRATION PROFILE For Lacoste, Life is a Beautiful Sport! Since the very first polo was created in 1933, Lacoste relies on its authentic sportive roots to spring optimism and elegance on the world thanks to a unique and original lifestyle for women, men and children. With a vision to be the leading player in the premium casual wear market, the Crocodile brand is today present in 120 countries through a selective distribution network. Two Lacoste items are sold every second in the world. As an international group gathering 10,000 women and men, Lacoste offers a complete range of products: apparel, leather goods, fragrances, footwear, eyewear, home wear, watches and underwear, all of them being elaborated in the most qualitative, responsible and ethical way. In 2013, the brand garnered a turnover of 1.8 billion euros.

NAME: Laetitia Laplace EXECUTIVE TITLE: International Communication Director / Media & Digital COMPANY NAME: Lacoste

A true advertising fan & brand passionate, Laetitia believes in the power of distinctive yet relevant messages, to reach consumers and convert them to the brand. Eight years at Lacoste, her personal achievements include defining the brand platform, launching the first video-focused campaign, leading the brand digital flagship project. She has created a brand editorial team & an in-house digital design studio, to deliver product & brand content, and drive branded business. Her team also designs offline publications for thorough storytelling (brand books & magazine). Fascinated by social trends & dynamics, Laetitia has initiated and grown +15M engaged global fan bases across platforms.

PART 2: BUDGETING AND SPENDING What is your total budget for 2015?

Less than 10 Million 10-25 Million X 25-50 Million 50-100 Million More than 100 Million Other

How is your 2015 budget allocated across these business strategy categories? (as a %) Mandated investments to meet regulatory/legal requirements 0 Investments to maintain/run existing systems and process 0 Investments to support business innovation 25 Investments to support business growth 75 100% PART 3: INVESTMENT PRIORITIES How is your 2015 budget allocated across these business Priority within strategy categories? (1=Highest) 12 mths Video Advertising Platforms 1 Programmatic Media Buying 3 Brand Engagement 1 Content Marketing 1

Priority beyond 12 mths 1 3 1 1

Data Driven Marketing 3 3 Social Media Marketing/Management 1 1 Digital Marketing 2 2 Audience/Behavioural Targeting/Retargeting Personalization 2 2 SEM/SEO/PPC 4 4 Business Intelligence 2 2 Web Content Management/WEM 3 3 Customer Experience Management Platforms 3 3 Demand Side Platforms 4 4 Marketing Resource Management 4 4 A/B & Multivariate Testing & Optimization 3 3 IP Location Targeting & Geolocation 4 4 Social Listening & Social Engagement 3 3 eCommerce 3 3 Consumer Behaviour /Customer Retention & Service 3 3 Real-Time Bidding 4 4 Marketing Automation/Integrated Marketing 4 4 Tag Management 4 4 Cross Channel Campaign Management 4 4 Enterprise Feedback Management 4 4 CRM & Loyalty Programs 4 4 Search & Social Ads 3 3 Voice of Customer 3 3 Marketing Cloud Services 3 3 Augmented Reality 3 3 Email Marketing/Affiliate Marketing 3 3 Mobile Applications/Mobile Platforms 3 3 Multi-Channel Interaction 4 4 Social Video Advertising 1 1 Mobile Marketing/Advertising 3 3 Online Reputation Monitoring 3 3 Agile & Project Management 3 3 Display Advertising 2 2 Conversion & Optimisation Tools 3 3 Data Management Platform 4 4 Analytics (Web/Customer/Predictive/Data) 4 4 Marketing Attribution How was the perception of customer focused marketing changed within your organisation?

What is the current focus your business takes toward customer interaction?

More attention from top management, more expectation on data monitoring and understanding performance KPIs, more ressources allocated.

Which channels for driving customer interaction have been the most successful?

Social media platforms (Instagram, SnapChat), digital flagship What are other topical areas you are focusing on implementing to increase the effectiveness of your marketing campaigns?

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PART 1: REGISTRATION PROFILE The LEGO Group is a privately held company based in Billund, Denmark. The company is owned by the Kirk Kristiansen family who founded it in 1932. The LEGO Group is engaged in the development of children's creativity through play and learning. Based on the worldfamous LEGO速 brick, the company today provides toys, experiences and teaching materials for children in more than 130 countries.

NAME: Lars Silberbauer Andersen EXECUTIVE TITLE: Global Director of Social Media & Search Marketing COMPANY NAME: LEGO Group

Lars is global director of social media & search marketing at the LEGO Group and is driving the well known and innovative toy company's social media & search strategy and execution. He has been building the company's social media engagement from scratch and now leads a global team of social media & search marketeers that drives real time engagement with consumers world wide. When he began in the company there wasn't even an official LEGO page. This Christmas, Adweek scored LEGO as the number one brand on Social Media and YouTube in the toy industry. In 2014 he also launched LEGO速 TV in 24 markets. LEGO速 TV is a native mobile experience for kids where they can experience high quality animated LEGO content and also heads up the LEGO YouTube channels. Lars is based in London and has previously he worked for 10 years in the digital and broadcast media industry as digital strategist and later creative manager driving digital strategy and leading project development for Danish Broadcasting Corporation. He has also worked in the US, driving web development and user research.

PART 2: BUDGETING AND SPENDING What is your total budget for 2015?

Less than 10 Million 10-25 Million X 25-50 Million 50-100 Million More than 100 Million Other

How is your 2015 budget allocated across these business strategy categories? (as a %) Mandated investments to meet regulatory/legal requirements 20 Investments to maintain/run existing systems and process 21 Investments to support business innovation 19 Investments to support business growth 40 100% PART 3: INVESTMENT PRIORITIES How is your 2015 budget allocated across these business Priority within strategy categories? (1=Highest) 12 mths Video Advertising Platforms 2 Programmatic Media Buying 2 Brand Engagement 2 Content Marketing 1 Data Driven Marketing 2

Priority beyond 12 mths 2 1 2 1 2

Social Media Marketing/Management 1 1 Digital Marketing 1 1 Audience/Behavioural Targeting/Retargeting Personalization 3 2 SEM/SEO/PPC 1 1 Business Intelligence 3 3 Web Content Management/WEM 5 5 Customer Experience Management Platforms 3 3 Demand Side Platforms 4 4 Marketing Resource Management 5 5 A/B & Multivariate Testing & Optimization 4 4 IP Location Targeting & Geolocation 4 4 Social Listening & Social Engagement 2 2 eCommerce 2 2 Consumer Behaviour /Customer Retention & Service 2 2 Real-Time Bidding 2 1 Marketing Automation/Integrated Marketing 2 2 Tag Management 2 2 Cross Channel Campaign Management 2 2 Enterprise Feedback Management 2 2 CRM & Loyalty Programs 3 3 Search & Social Ads 2 2 Voice of Customer 3 3 Marketing Cloud Services 3 3 Augmented Reality 4 4 Email Marketing/Affiliate Marketing 3 3 Mobile Applications/Mobile Platforms 3 3 Multi-Channel Interaction 3 3 Social Video Advertising 2 2 Mobile Marketing/Advertising 2 2 Online Reputation Monitoring 2 2 Agile & Project Management 2 2 Display Advertising 2 2 Conversion & Optimisation Tools 2 2 Data Management Platform 2 2 Analytics (Web/Customer/Predictive/Data) 2 2 Marketing Attribution How was the perception of customer focused marketing changed within your organisation?

What is the current focus your business takes toward customer interaction?

Which channels for driving customer interaction have been the most successful?

What are other topical areas you are focusing on implementing to increase the effectiveness of your marketing campaigns?

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PART 1: REGISTRATION PROFILE The Lufthansa Group is an aviation group with global operations and a total of almost 500 subsidiaries and associated companies. It consists of five business segments, which encompass the areas of passenger transportation, airfreight and airline services: Passenger Airline Group, Logistics, MRO, Catering and IT Services. All of the business segments occupy a leading position in their sectors and in some cases are the global market leaders. The airlines constitute the core business segment of the Lufthansa Group. Lufthansa Passenger Airlines, SWISS and Austrian Airlines enjoy an outstanding reputation in the market as quality airlines. The equity investments in Brussels Airlines and SunExpress round off the airline portfolio.

NAME: Holger Schneider EXECUTIVE TITLE: Director Marketing Strategy & Consumer Insights COMPANY NAME: Lufthansa AG

Holger took up his role as director marketing strategy at Lufthansa Passenger Airlines in Frankfurt in October 2014. He is responsible for the airlines’ marketing strategy, brand management and digital innovations. This includes generating consumer insights based on market research studies, data analytics and social insights as well as integrating and aligning classical and digital marketing campaigns, including social media and search engine marketing. Holger reports to Alexander Schlaubitz, vice president marketing Lufthansa Passenger Airlines.

PART 2: BUDGETING AND SPENDING What is your total budget for 2015?

Less than 10 Million 10-25 Million 25-50 Million 50-100 Million More than 100 Million Sorry, no answer. It is company policy not Other to display our budget plans in public.

How is your 2015 budget allocated across these business strategy categories? (as a %) Mandated investments to meet regulatory/legal requirements 10 Investments to maintain/run existing systems and process 60 Investments to support business innovation 15 Investments to support business growth 15 100% PART 3: INVESTMENT PRIORITIES How is your 2015 budget allocated across these business Priority within strategy categories? (1=Highest) 12 mths Video Advertising Platforms 3 Programmatic Media Buying 4 Brand Engagement 3 Content Marketing 3 Data Driven Marketing 3

Priority beyond 12 mths 3 3 3 2 2

Social Media Marketing/Management 3 3 Digital Marketing 3 3 Audience/Behavioural Targeting/Retargeting Personalization 4 3 SEM/SEO/PPC 3 3 Business Intelligence 3 3 Web Content Management/WEM 3 3 Customer Experience Management Platforms 3 2 Demand Side Platforms 4 3 Marketing Resource Management 3 3 A/B & Multivariate Testing & Optimization 4 3 IP Location Targeting & Geolocation 3 3 Social Listening & Social Engagement 3 3 eCommerce 3 3 Consumer Behaviour /Customer Retention & Service 3 3 Real-Time Bidding 4 3 Marketing Automation/Integrated Marketing 4 3 Tag Management 4 3 Cross Channel Campaign Management 3 2 Enterprise Feedback Management 4 4 CRM & Loyalty Programs 3 3 Search & Social Ads 4 3 Voice of Customer 3 3 Marketing Cloud Services 4 3 Augmented Reality 4 4 Email Marketing/Affiliate Marketing 3 3 Mobile Applications/Mobile Platforms 3 2 Multi-Channel Interaction 3 2 Social Video Advertising 3 3 Mobile Marketing/Advertising 3 3 Online Reputation Monitoring 3 3 Agile & Project Management 4 4 Display Advertising 3 3 Conversion & Optimisation Tools 4 4 Data Management Platform 3 3 Analytics (Web/Customer/Predictive/Data) 3 3 Marketing Attribution 4 3 How was the perception of customer focused marketing changed within your organisation?

Customer Centricity is now in the focus of all our marketing strategies/activities What is the current focus your business takes toward customer interaction?

Getting more personalised in all our communication Which channels for driving customer interaction have been the most successful?

Social Media in combination with specific added value based activities/events What are other topical areas you are focusing on implementing to increase the effectiveness of your marketing campaigns?

Syncronising our data sources, enhancing analytics and establishing a more sophisticated system to manage and distribute content over diverse channels/formats

PART 1: REGISTRATION PROFILE LV= is a leading financial mutual offering a range of insurance, investments and retirement products. We are the UK’s largest friendly society, with more than 5.5 million members and customers. Throughout our 170 year history we have existed to increase the value of our business for our members, by placing our members and customers at the heart of everything we do. We offer our services direct to consumers, through advisers and brokers and through strategic partnerships with a wide range of organisations. We now cover key trading lines in insurance, investments and retirement solutions.

NAME: Victoria Wentworth EXECUTIVE TITLE: Group Brand & Life Marketing Director COMPANY NAME: LV=

Victoria is the life SBU marketing director and the LV= group brand director, having been with LV= since July 2013. Before this, she worked for Aviva for eight years and was latterly their global customer strategy director. She spent most of her time in Europe as the European retail sales director. Prior to joining the insurance industry, Victoria spent nine years in the British Army. She passed out from the Royal Military Academy Sandhurst as an Officer in 1997 and served in the UK and Germany and completed operational tours in Northern Ireland, Bosnia, Kosovo and Iraq.

PART 2: BUDGETING AND SPENDING What is your total budget for 2015?

Less than 10 Million 10-25 Million X 25-50 Million 50-100 Million More than 100 Million Other

How is your 2015 budget allocated across these business strategy categories? (as a %) Mandated investments to meet regulatory/legal requirements 5 Investments to maintain/run existing systems and process 5 Investments to support business innovation 10 Investments to support business growth 80 100% PART 3: INVESTMENT PRIORITIES How is your 2015 budget allocated across these business Priority within strategy categories? (1=Highest) 12 mths Video Advertising Platforms 4 Programmatic Media Buying 5 Brand Engagement 3 Content Marketing 1 Data Driven Marketing 1 Social Media Marketing/Management 1 Digital Marketing 1 Audience/Behavioural Targeting/Retargeting Personalization 3

Priority beyond 12 mths 4 4 1 1 4 3 4 5

SEM/SEO/PPC 1 5 Business Intelligence 3 3 Web Content Management/WEM 3 3 Customer Experience Management Platforms 4 4 Demand Side Platforms 4 4 Marketing Resource Management 2 2 A/B & Multivariate Testing & Optimization 1 1 IP Location Targeting & Geolocation 3 3 Social Listening & Social Engagement 2 2 eCommerce 1 3 Consumer Behaviour /Customer Retention & Service 1 1 Real-Time Bidding 5 5 Marketing Automation/Integrated Marketing 5 5 Tag Management 3 3 Cross Channel Campaign Management 1 5 Enterprise Feedback Management 5 5 CRM & Loyalty Programs 3 3 Search & Social Ads 1 4 Voice of Customer 1 1 Marketing Cloud Services 5 5 Augmented Reality 5 5 Email Marketing/Affiliate Marketing 1 1 Mobile Applications/Mobile Platforms 5 5 Multi-Channel Interaction 1 1 Social Video Advertising 3 3 Mobile Marketing/Advertising 2 2 Online Reputation Monitoring 1 1 Agile & Project Management 5 5 Display Advertising 1 1 Conversion & Optimisation Tools 1 1 Data Management Platform 4 4 Analytics (Web/Customer/Predictive/Data) 2 2 Marketing Attribution 1 1 How was the perception of customer focused marketing changed within your organisation?

TARGETED What is the current focus your business takes toward customer interaction?

ENGAGEMENT Which channels for driving customer interaction have been the most successful?

DIGITAL What are other topical areas you are focusing on implementing to increase the effectiveness of your marketing campaigns?

SOCIAL

PART 1: REGISTRATION PROFILE Marriott International, Inc. is a global leading lodging company based in Bethesda, Maryland, USA, with more than 4,000 properties, and more than 690,000 rooms in 78 countries and territories. Marriott International reported revenues of nearly $13 billion in fiscal year 2013. The company operates and franchises hotels and licenses vacation ownership resorts under 18 brands, including: Marriott Hotels, The Ritz-Carlton, JW Marriott, Bulgari, EDITION, Renaissance, Gaylord Hotels, Autograph Collection, AC Hotels by Marriott, Moxy, Courtyard, Fairfield Inn & Suites, SpringHill Suites, Residence Inn, TownePlace Suites, Protea Hotels, Marriott Executive Apartments and Marriott Vacation Club timeshare brand. Marriott has been consistently recognized as a top employer and for its superior business ethics. The company also manages the award-winning guest loyalty program, Marriott Rewards速 and The Ritz-Carlton Rewards速 program, which together surpass 45 million members.

NAME: Osama Hirzalla EXECUTIVE TITLE: VP Brand Marketing & eCommerce, Europe COMPANY NAME: Marriott International

Osama is a skilled hotelier with 22 years of experience spanning across Europe and Middle East & Africa with an excellent experience in Hotel Operations, Sales, Marketing, eCommerce and Public Relations. Osama is a dedicated hard-working individual with a particular passion for Digital Marketing and Big Data. In his current role as Vice President of Brand Marketing & eCommerce Europe, he is responsible for driving brand awareness, differentiation and preference for all of the Marriott Brands in Europe. He oversees Marriott's European digital distribution strategy including growing Marriott.com and managing OTA platforms to drive profitable revenue for European hotels.

PART 2: BUDGETING AND SPENDING What is your total budget for 2015?

Less than 10 Million 10-25 Million X 25-50 Million 50-100 Million More than 100 Million Other

How is your 2015 budget allocated across these business strategy categories? (as a %) Mandated investments to meet regulatory/legal requirements 10 Investments to maintain/run existing systems and process 45 Investments to support business innovation 25 Investments to support business growth 20 100% PART 3: INVESTMENT PRIORITIES How is your 2015 budget allocated across these business Priority within strategy categories? (1=Highest) 12 mths Video Advertising Platforms 3 Programmatic Media Buying 3 Brand Engagement 1

Priority beyond 12 mths 5 5 1

Content Marketing 1 1 Data Driven Marketing 1 1 Social Media Marketing/Management 3 3 Digital Marketing 1 1 Audience/Behavioural Targeting/Retargeting Personalization 1 1 SEM/SEO/PPC 1 1 Business Intelligence 1 1 Web Content Management/WEM 1 1 Customer Experience Management Platforms 3 3 Demand Side Platforms 2 2 Marketing Resource Management 3 3 A/B & Multivariate Testing & Optimization 2 2 IP Location Targeting & Geolocation 1 1 Social Listening & Social Engagement 2 2 eCommerce 1 1 Consumer Behaviour /Customer Retention & Service 2 2 Real-Time Bidding 1 1 Marketing Automation/Integrated Marketing 1 1 Tag Management 1 1 Cross Channel Campaign Management 1 1 Enterprise Feedback Management 3 3 CRM & Loyalty Programs 1 1 Search & Social Ads 1 1 Voice of Customer 1 1 Marketing Cloud Services 1 1 Augmented Reality 3 3 Email Marketing/Affiliate Marketing 4 4 Mobile Applications/Mobile Platforms 3 3 Multi-Channel Interaction 3 3 Social Video Advertising 3 3 Mobile Marketing/Advertising 1 1 Online Reputation Monitoring 3 3 Agile & Project Management 2 2 Display Advertising 3 3 Conversion & Optimisation Tools 3 3 Data Management Platform 3 2 Analytics (Web/Customer/Predictive/Data) 3 3 Marketing Attribution How was the perception of customer focused marketing changed within your organisation? by focusing on the next generation of customers, we had to take a hard look at our selves and how relevant are we in terms of product and services and this has pushed us to rethink our long term strategy.

What is the current focus your business takes toward customer interaction?

High level engagement, creating sharable experiences and moments, be relevant to the next generation of traveler Which channels for driving customer interaction have been the most successful? owned channels inclusive of Marriott Rewards our loyalty program What are other topical areas you are focusing on implementing to increase the effectiveness of your marketing campaigns?

Customer channel pathway and defining consumer buying path and behaviour against different travel segment ie. business vs. leisure.

PART 1: REGISTRATION PROFILE With more than 750 wholesale stores in 28 countries across Europe and Asia, METRO Cash & Carry is a leading international player in self-service wholesale trade and is in terms of revenue the largest sales division within METRO Group. The distinctive concept is oriented towards helping professional customers to successfully run their own businesses. Everyday around 120,000 dedicated employees around the world serve over 21 million professional customers such as hotel and restaurant operators, catering and hospitality firms, independent small retailers, institutions and offices. A broad range of assortment consisting of up to 20,000 food items and up to 30,000 non-food articles provides customers with a unique one-stop shopping experience.

Celebrating its 50th birthday in 2014, the wholesale company strives to be championing the passion, ambition, creativity and flexibility of the independent business.

NAME: Anastasia Laska EXECUTIVE TITLE: Global Director Marketing COMPANY NAME: Metro AG

Anastasia joined METRO AG as global director marketing MCC in October 2013 and is now leading a dedicated team of 70+ people in the following areas: TGM HoReCa, TGM trader, brand development & activation, eMarketing & eCommerce, communication model management, customer relationship management, pricing, market research and own brand & marketing academy. Prior to that, she had held the position as marketing director at two Russian retailers. Furthermore, Anastasia had worked for Electrolux Home Products and Gillette Inc. and as customer management director at METRO Cash & Carry Russia for more than three years.

PART 2: BUDGETING AND SPENDING What is your total budget for 2015?

Less than 10 Million 10-25 Million 25-50 Million X 50-100 Million More than 100 Million Other

How is your 2015 budget allocated across these business strategy categories? (as a %) Mandated investments to meet regulatory/legal requirements 10 Investments to maintain/run existing systems and process 40 Investments to support business innovation 20 Investments to support business growth 30 100% PART 3: INVESTMENT PRIORITIES How is your 2015 budget allocated across these business Priority within strategy categories? (1=Highest) 12 mths Video Advertising Platforms 2 Programmatic Media Buying 2 Brand Engagement 1 Content Marketing 1

Priority beyond 12 mths 2 2 1 1

Data Driven Marketing 1 1 Social Media Marketing/Management 1 1 Digital Marketing 1 1 Audience/Behavioural Targeting/Retargeting Personalization 1 1 SEM/SEO/PPC 2 1 Business Intelligence 1 1 Web Content Management/WEM 1 1 Customer Experience Management Platforms 1 1 Demand Side Platforms 1 1 Marketing Resource Management 1 1 A/B & Multivariate Testing & Optimization 1 1 IP Location Targeting & Geolocation 2 2 Social Listening & Social Engagement 1 1 eCommerce 1 1 Consumer Behaviour /Customer Retention & Service 1 1 Real-Time Bidding 1 1 Marketing Automation/Integrated Marketing 1 1 Tag Management 1 1 Cross Channel Campaign Management 1 1 Enterprise Feedback Management 1 1 CRM & Loyalty Programs 1 1 Search & Social Ads 2 2 Voice of Customer 1 1 Marketing Cloud Services 1 1 Augmented Reality 2 2 Email Marketing/Affiliate Marketing 1 1 Mobile Applications/Mobile Platforms 1 1 Multi-Channel Interaction 1 1 Social Video Advertising 1 1 Mobile Marketing/Advertising 1 1 Online Reputation Monitoring 2 1 Agile & Project Management 1 1 Display Advertising 2 2 Conversion & Optimisation Tools 1 1 Data Management Platform 1 1 Analytics (Web/Customer/Predictive/Data) 1 1 Marketing Attribution How was the perception of customer focused marketing changed within your organisation? was the pivotal point of a strategic companz transformation during the last 4 - 5 years What is the current focus your business takes toward customer interaction? to find the best ways to capitalize on the customer purchasing data in order to retain and build loyalty Which channels for driving customer interaction have been the most successful? targeted marketing personailzed offers delivered via email What are other topical areas you are focusing on implementing to increase the effectiveness of your marketing campaigns?

Content management

PART 1: REGISTRATION PROFILE

NAME: Graeme Lindsay EXECUTIVE TITLE: Head of Operational Marketing COMPANY NAME: Microsoft

PART 2: BUDGETING AND SPENDING What is your total budget for 2015?

Less than 10 Million X 10-25 Million 25-50 Million 50-100 Million More than 100 Million Other

How is your 2015 budget allocated across these business strategy categories? (as a %) Mandated investments to meet regulatory/legal requirements 0 Investments to maintain/run existing systems and process 50 Investments to support business innovation 25 Investments to support business growth 25 100%

PART 3: INVESTMENT PRIORITIES How is your 2015 budget allocated across these business Priority within strategy categories? (1=Highest) 12 mths Video Advertising Platforms 3 Programmatic Media Buying 3 Brand Engagement 3 Content Marketing 2 Data Driven Marketing 1 Social Media Marketing/Management 2 Digital Marketing 3 Audience/Behavioural Targeting/Retargeting Personalization 1 SEM/SEO/PPC 4 Business Intelligence 3 Web Content Management/WEM 3 Customer Experience Management Platforms 2 Demand Side Platforms 3 Marketing Resource Management 3 A/B & Multivariate Testing & Optimization 2 IP Location Targeting & Geolocation 2

Priority beyond 12 mths 3 3 3 2 1 2 3 1 4 3 3 2 3 3 2 2

Social Listening & Social Engagement 3 3 eCommerce 4 4 Consumer Behaviour /Customer Retention & Service 2 2 Real-Time Bidding 3 3 Marketing Automation/Integrated Marketing 1 1 Tag Management 3 3 Cross Channel Campaign Management 1 1 Enterprise Feedback Management 3 3 CRM & Loyalty Programs 3 3 Search & Social Ads 3 3 Voice of Customer 2 2 Marketing Cloud Services 3 3 Augmented Reality 4 4 Email Marketing/Affiliate Marketing 2 2 Mobile Applications/Mobile Platforms 3 3 Multi-Channel Interaction 2 2 Social Video Advertising 3 3 Mobile Marketing/Advertising 3 3 Online Reputation Monitoring 2 2 Agile & Project Management 3 3 Display Advertising 3 3 Conversion & Optimisation Tools 2 2 Data Management Platform 2 2 Analytics (Web/Customer/Predictive/Data) 3 3 Marketing Attribution 3 3 How was the perception of customer focused marketing changed within your organisation?

Massively, through positive returns, over an extended period What is the current focus your business takes toward customer interaction?

Huge - hence the focus on Analytics and Automation Which channels for driving customer interaction have been the most successful?

Email, Social What are other topical areas you are focusing on implementing to increase the effectiveness of your marketing campaigns?

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PART 1: REGISTRATION PROFILE

NAME: Stephen Gilbert EXECUTIVE TITLE: CRM Team Director COMPANY NAME: Microsoft

PART 2: BUDGETING AND SPENDING What is your total budget for 2015?

Less than 10 Million 10-25 Million X 25-50 Million 50-100 Million More than 100 Million Other

How is your 2015 budget allocated across these business strategy categories? (as a %) Mandated investments to meet regulatory/legal requirements 20 Investments to maintain/run existing systems and process 30 Investments to support business innovation 15 Investments to support business growth 35 100%

PART 3: INVESTMENT PRIORITIES How is your 2015 budget allocated across these business Priority within strategy categories? (1=Highest) 12 mths Video Advertising Platforms 5 Programmatic Media Buying 1 Brand Engagement 5 Content Marketing 3 Data Driven Marketing 3 Social Media Marketing/Management 4 Digital Marketing 2 Audience/Behavioural Targeting/Retargeting Personalization 1 SEM/SEO/PPC 2 Business Intelligence 5 Web Content Management/WEM 5 Customer Experience Management Platforms 5 Demand Side Platforms 2 Marketing Resource Management 5 A/B & Multivariate Testing & Optimization 3 IP Location Targeting & Geolocation 3

Priority beyond 12 mths 5 1 5 3 3 4 2 1 2 5 5 5 2 5 3 3

Social Listening & Social Engagement 5 5 eCommerce 4 4 Consumer Behaviour /Customer Retention & Service 4 4 Real-Time Bidding 2 2 Marketing Automation/Integrated Marketing 3 3 Tag Management 4 4 Cross Channel Campaign Management 4 4 Enterprise Feedback Management 5 5 CRM & Loyalty Programs 4 4 Search & Social Ads 1 1 Voice of Customer 4 4 Marketing Cloud Services 5 5 Augmented Reality 5 5 Email Marketing/Affiliate Marketing 1 1 Mobile Applications/Mobile Platforms 5 5 Multi-Channel Interaction 4 4 Social Video Advertising 4 4 Mobile Marketing/Advertising 4 4 Online Reputation Monitoring 4 4 Agile & Project Management 5 5 Display Advertising 1 1 Conversion & Optimisation Tools 1 1 Data Management Platform 3 3 Analytics (Web/Customer/Predictive/Data) 3 3 Marketing Attribution 3 3 How was the perception of customer focused marketing changed within your organisation?

What is the current focus your business takes toward customer interaction?

Which channels for driving customer interaction have been the most successful?

What are other topical areas you are focusing on implementing to increase the effectiveness of your marketing campaigns?

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PART 1: REGISTRATION PROFILE News UK is home to some of the biggest and most popular British newspapers. The Times and The Sunday Times are the world’s bestknown quality newspapers, and The Sun remains the most read British newspaper with more than seven million readers each day. While our papers have individual identities that reflect their different heritage, all look to break the most important stories, inform our readers, champion them and the causes closest to their hearts, and help them make sense of the modern world. Our titles have a weekly print reach of approximately 10 million readers, and represent around 32.5% of UK circulation of national dailies. Employing around 2,600 in operations spanning journalism, printing, distribution and back-office support across the UK, the direct and indirect contributions made by News UK businesses to UK GDP are considerable. For more information please go to www.news.co.uk or follow us on Twitter @NewsUK NAME: Oliver Keenaghan EXECUTIVE TITLE: General Manager COMPANY NAME: News UK and Ireland

Oliver joined News UK & Ireland as GM in January 2008 and took on the added responsibility of Scotland in 2011, with key brands The Sun, The Times and The Sunday Times. Prior to News, Oliver was GM for Associated Newspapers in Ireland and before that he held various roles in sales and marketing in Media and FMCG. He is an active participant in the Irish marketing scene and sits on numerous trade bodies. A keen golfer and sports fan, Oliver is married with 2 children and lives in Dublin.

PART 2: BUDGETING AND SPENDING What is your total budget for 2015?

Less than 10 Million 10-25 Million 25-50 Million 50-100 Million X More than 100 Million Other

How is your 2015 budget allocated across these business strategy categories? (as a %) Mandated investments to meet regulatory/legal requirements 5 Investments to maintain/run existing systems and process 20 Investments to support business innovation 20 Investments to support business growth 55 100% PART 3: INVESTMENT PRIORITIES How is your 2015 budget allocated across these business Priority within strategy categories? (1=Highest) 12 mths Video Advertising Platforms 4 Programmatic Media Buying 3 Brand Engagement 2 Content Marketing 1 Data Driven Marketing 3

Priority beyond 12 mths 4 3 2 2 3

Social Media Marketing/Management 2 2 Digital Marketing 1 2 Audience/Behavioural Targeting/Retargeting Personalization 2 2 SEM/SEO/PPC 2 2 Business Intelligence 3 3 Web Content Management/WEM 4 4 Customer Experience Management Platforms 3 3 Demand Side Platforms 3 3 Marketing Resource Management 5 5 A/B & Multivariate Testing & Optimization 4 4 IP Location Targeting & Geolocation 3 3 Social Listening & Social Engagement 2 3 eCommerce 2 2 Consumer Behaviour /Customer Retention & Service 2 2 Real-Time Bidding 3 3 Marketing Automation/Integrated Marketing 4 4 Tag Management 3 3 Cross Channel Campaign Management 3 3 Enterprise Feedback Management 4 4 CRM & Loyalty Programs 3 3 Search & Social Ads 3 3 Voice of Customer 3 3 Marketing Cloud Services 4 4 Augmented Reality 3 2 Email Marketing/Affiliate Marketing 3 3 Mobile Applications/Mobile Platforms 2 3 Multi-Channel Interaction 3 3 Social Video Advertising 3 3 Mobile Marketing/Advertising 3 3 Online Reputation Monitoring 3 3 Agile & Project Management 4 4 Display Advertising 3 3 Conversion & Optimisation Tools 2 2 Data Management Platform 3 3 Analytics (Web/Customer/Predictive/Data) 3 3 Marketing Attribution 3 3 How was the perception of customer focused marketing changed within your organisation?

More engagement across the business What is the current focus your business takes toward customer interaction?

Sales focus Which channels for driving customer interaction have been the most successful?

Digital What are other topical areas you are focusing on implementing to increase the effectiveness of your marketing campaigns?

PART 1: REGISTRATION PROFILE Orange is one of the world’s leading telecommunications operators with sales of 41 billion euros in 2013 and has 161,000 employees worldwide at 30 June 2014, including 101,000 employees in France. Present in 30 countries, the Group has a total customer base of more than 236 million customers at 30 June 2014, including 179 million mobile customers and 16 million fixed broadband customers worldwide. Orange is also a leading provider of global IT and telecommunication services to multinational companies, under the brand Orange Business Services. Orange is listed on the NYSE Euronext Paris (symbol ORA) and on the New York Stock Exchange (symbol ORAN). For more information on the internet and on your mobile: www.orange.com, www.orange-business.com, livetv.orange.com or to follow us on Twitter: @orange, @orangegrouppr, @orangebusiness.

NAME: Thomas Penet EXECUTIVE TITLE: Digital Marketing Director COMPANY NAME: Orange

Thomas joined Orange in 201 as digital marketing director in charge of developing Orange digital activities across the global footprint: eCommerce, engagement & new digital services. Orange digital strategy has deeply evoloved over the last years, focusing now on providing to our customers a perfect customer experience. Previously he was managing consultant in Capgemini Consulting and in charge of eCommerce websites for AOL. PART 2: BUDGETING AND SPENDING What is your total budget for 2015?

Less than 10 Million X 10-25 Million 25-50 Million 50-100 Million More than 100 Million Other

How is your 2015 budget allocated across these business strategy categories? (as a %) Mandated investments to meet regulatory/legal requirements 0 Investments to maintain/run existing systems and process 50 Investments to support business innovation 20 Investments to support business growth 30 100% PART 3: INVESTMENT PRIORITIES How is your 2015 budget allocated across these business Priority within strategy categories? (1=Highest) 12 mths Video Advertising Platforms 4 Programmatic Media Buying 4 Brand Engagement 2 Content Marketing 4 Data Driven Marketing 1 Social Media Marketing/Management 4

Priority beyond 12 mths 4 4 2 3 1 4

Digital Marketing 1 1 Audience/Behavioural Targeting/Retargeting Personalization 2 1 SEM/SEO/PPC 4 4 Business Intelligence 4 4 Web Content Management/WEM 5 5 Customer Experience Management Platforms 3 2 Demand Side Platforms 4 4 Marketing Resource Management 5 5 A/B & Multivariate Testing & Optimization 3 2 IP Location Targeting & Geolocation 5 5 Social Listening & Social Engagement 5 4 eCommerce 1 1 Consumer Behaviour /Customer Retention & Service 4 3 Real-Time Bidding 5 5 Marketing Automation/Integrated Marketing 5 3 Tag Management 5 5 Cross Channel Campaign Management 3 2 Enterprise Feedback Management 5 5 CRM & Loyalty Programs 2 2 Search & Social Ads 5 5 Voice of Customer 3 3 Marketing Cloud Services 5 5 Augmented Reality 5 5 Email Marketing/Affiliate Marketing 3 3 Mobile Applications/Mobile Platforms 3 2 Multi-Channel Interaction 3 2 Social Video Advertising 5 5 Mobile Marketing/Advertising 3 2 Online Reputation Monitoring 5 5 Agile & Project Management 5 5 Display Advertising 5 5 Conversion & Optimisation Tools 2 2 Data Management Platform 2 2 Analytics (Web/Customer/Predictive/Data) 4 4 Marketing Attribution 3 3 How was the perception of customer focused marketing changed within your organisation?

Strong focus. New global brand strategy What is the current focus your business takes toward customer interaction?

Social media hub Which channels for driving customer interaction have been the most successful?

What are other topical areas you are focusing on implementing to increase the effectiveness of your marketing campaigns?

PART 1: REGISTRATION PROFILE Today, P&G serves approximately 5 billion people around the world with its brands P&G has a presence in nearly 70 countries, and a large part of its business is managed from Geneva where are located our European and IMEA HQ. In Switzerland, P&G recently celebrated the 60th anniversary of its thriving presence. Around 40 of the company’s brands are sold here and at least one P&G product can be found in 3 million homes across the country. P&G Switzerland is ranked among the top 5 best employers in French-speaking Switzerland by Bilan magazine. In 2014, it was recognized as Best Employer in the multinational category and #2 overall.

NAME: Paris Kafantaris EXECUTIVE TITLE: Brand Function VP Europe COMPANY NAME: P & G

Paris joined Procter & Gamble Greece in 1985 as Ariel brand assistant; he became brand manager Pampers-Always in 1987. In the 90s he was appointed marketing manager in Italy followed by a director assignment in the UK. Paris went back to his home country in 1998 as Greece general manager. In 2001, he moved to Geneva European HQ as strategy & planning GM. In 2004 he assumed the European role of baby & adult care vice president. In 2007 he was appointed vice president corporate Germany and Western Europe simplification/productivity. In 2008 he assumed the role of vice president marketing Western Europe. In 2014 he was appointed vice president brand management Europe.

PART 2: BUDGETING AND SPENDING What is your total budget for 2015?

Less than 10 Million 10-25 Million 25-50 Million 50-100 Million More than 100 Million X Other

How is your 2015 budget allocated across these business strategy categories? (as a %) Mandated investments to meet regulatory/legal requirements 20 Investments to maintain/run existing systems and process 40 Investments to support business innovation 20 Investments to support business growth 20 100% PART 3: INVESTMENT PRIORITIES How is your 2015 budget allocated across these business Priority within strategy categories? (1=Highest) 12 mths Video Advertising Platforms 3 Programmatic Media Buying 4 Brand Engagement 2 Content Marketing 3 Data Driven Marketing 4 Social Media Marketing/Management 3

Priority beyond 12 mths 3 4 2 3 4 3

Digital Marketing 3 3 Audience/Behavioural Targeting/Retargeting Personalization 2 2 SEM/SEO/PPC 4 4 Business Intelligence 3 3 Web Content Management/WEM 4 4 Customer Experience Management Platforms 2 2 Demand Side Platforms 3 3 Marketing Resource Management 4 4 A/B & Multivariate Testing & Optimization 4 4 IP Location Targeting & Geolocation 3 3 Social Listening & Social Engagement 3 3 eCommerce 2 2 Consumer Behaviour /Customer Retention & Service 3 3 Real-Time Bidding 4 4 Marketing Automation/Integrated Marketing 4 4 Tag Management 4 4 Cross Channel Campaign Management 3 3 Enterprise Feedback Management 4 4 CRM & Loyalty Programs 2 2 Search & Social Ads 3 3 Voice of Customer 3 3 Marketing Cloud Services 4 4 Augmented Reality 4 4 Email Marketing/Affiliate Marketing 4 4 Mobile Applications/Mobile Platforms 3 3 Multi-Channel Interaction 4 4 Social Video Advertising 4 4 Mobile Marketing/Advertising 3 3 Online Reputation Monitoring 4 4 Agile & Project Management 4 4 Display Advertising 4 4 Conversion & Optimisation Tools 4 4 Data Management Platform 4 4 Analytics (Web/Customer/Predictive/Data) 3 3 Marketing Attribution 4 4 How was the perception of customer focused marketing changed within your organisation? was and is high priority What is the current focus your business takes toward customer interaction? very high Which channels for driving customer interaction have been the most successful? search and social What are other topical areas you are focusing on implementing to increase the effectiveness of your marketing campaigns? developing consumer insights that lead to great ideas

PART 1: REGISTRATION PROFILE Since we were founded in 1988, Paddy Power has done things differently.

We think punters deserve a betting experience that is fun, fair and entertaining. In fact, we like to think we’ve rewritten the rules of entertainment as well as the tired clichés about bookmakers. We’ve led the whole industry in developing online and retail betting based on the simple idea of giving customers value and pleasure – and we’ve had a good time along the way. We don’t like to blow our own trumpet but we are proud of our market-leading positions. We are one of the largest bookmakers (in revenue terms) in the British and Irish market, and Sportsbet is the leading corporate bookmaker in Australia. We launched Paddy Power in Europe’s biggest betting market, Italy, in May 2012. And our B2B business offers whitelabel services in partnership with the French horse racing pools operator PMU in France and with British Columbian Lottery Corporation (BCLC) in British Columbia.

NAME: Tara Looney EXECUTIVE TITLE: Head of Customer Management and Communications COMPANY NAME: Paddy Power

PART 2: BUDGETING AND SPENDING What is your total budget for 2015?

Less than 10 Million X 10-25 Million 25-50 Million 50-100 Million More than 100 Million Other

How is your 2015 budget allocated across these business strategy categories? (as a %) Mandated investments to meet regulatory/legal requirements 5 Investments to maintain/run existing systems and process 29 Investments to support business innovation 42 Investments to support business growth 24 100% PART 3: INVESTMENT PRIORITIES How is your 2015 budget allocated across these business Priority within strategy categories? (1=Highest) 12 mths Video Advertising Platforms 2 Programmatic Media Buying 2 Brand Engagement 3 Content Marketing 3 Data Driven Marketing 2 Social Media Marketing/Management 3 Digital Marketing 2 Audience/Behavioural Targeting/Retargeting Personalization 2 SEM/SEO/PPC 4 Business Intelligence 3 Web Content Management/WEM 4

Priority beyond 12 mths 3 2 3 4 2 3 2 3 3 3 4

Customer Experience Management Platforms 4 4 Demand Side Platforms 4 3 Marketing Resource Management 4 4 A/B & Multivariate Testing & Optimization 2 2 IP Location Targeting & Geolocation 3 2 Social Listening & Social Engagement 4 4 eCommerce 4 4 Consumer Behaviour /Customer Retention & Service 4 4 Real-Time Bidding 3 3 Marketing Automation/Integrated Marketing 2 2 Tag Management 3 3 Cross Channel Campaign Management 3 3 Enterprise Feedback Management 5 5 CRM & Loyalty Programs 3 3 Search & Social Ads 3 3 Voice of Customer 5 5 Marketing Cloud Services 3 3 Augmented Reality 5 5 Email Marketing/Affiliate Marketing 4 4 Mobile Applications/Mobile Platforms 3 3 Multi-Channel Interaction 3 3 Social Video Advertising 3 3 Mobile Marketing/Advertising 3 3 Online Reputation Monitoring 4 4 Agile & Project Management 4 4 Display Advertising 3 3 Conversion & Optimisation Tools 3 3 Data Management Platform 4 3 Analytics (Web/Customer/Predictive/Data) 4 4 Marketing Attribution 4 4 How was the perception of customer focused marketing changed within your organisation?

Changing to focus on real time What is the current focus your business takes toward customer interaction?

Strong Which channels for driving customer interaction have been the most successful?

Onsite engagement, in app message What are other topical areas you are focusing on implementing to increase the effectiveness of your marketing campaigns?

Data strategy

PART 1: REGISTRATION PROFILE Grupo Panrico is the leading producer of pastry and bread in the Spanish market. Panrico operates and has production plants in Spain and Portugal, where it produces and distributes different range of products (cakes, bread, cookies and sweet/savory snacks). Some of the best known brands in the market are Donuts®, Donettes®, Bollycao®, La Bella Easo® and Panrico® among others.

NAME: Albert Guell Casanova EXECUTIVE TITLE: Marketing Director COMPANY NAME: Panrico

Albert joined Panrico in 2011. After two years as Marketing Director at the Biscuit Unit, was promoted to Marketing Director for Bread and Pastry business. He is responsible for Innovation, Research, Media and Digital Strategy. He has a large experience in FMCG with more than 15 years in leading companies as Henkel and Danone, managing different positions with local and international responsibilities.

PART 2: BUDGETING AND SPENDING What is your total budget for 2015?

Less than 10 Million X 10-25 Million 25-50 Million 50-100 Million More than 100 Million Other

How is your 2015 budget allocated across these business strategy categories? (as a %) Mandated investments to meet regulatory/legal requirements 5 Investments to maintain/run existing systems and process 10 Investments to support business innovation 35 Investments to support business growth 50 100%

PART 3: INVESTMENT PRIORITIES How is your 2015 budget allocated across these business strategy categories? (1=Highest)

Priority within 12 mths

Priority beyond 12 mths

Video Advertising Platforms 4 3 Programmatic Media Buying 4 3 Brand Engagement 1 1 Content Marketing 1 1 Data Driven Marketing 2 1 Social Media Marketing/Management 1 1 Digital Marketing 1 1 Audience/Behavioural Targeting/Retargeting Personalization 3 3 SEM/SEO/PPC 2 3 Business Intelligence 3 3 Web Content Management/WEM 3 2 Customer Experience Management Platforms 3 3 Demand Side Platforms 4 3 Marketing Resource Management 3 2 A/B & Multivariate Testing & Optimization 3 2 IP Location Targeting & Geolocation 2 2 Social Listening & Social Engagement 2 1 eCommerce 4 3 Consumer Behaviour /Customer Retention & Service 3 3 Real-Time Bidding 4 4 Marketing Automation/Integrated Marketing 2 2 Tag Management 4 3 Cross Channel Campaign Management 2 1 Enterprise Feedback Management 3 3 CRM & Loyalty Programs 1 1 Search & Social Ads 4 3 Voice of Customer 3 2 Marketing Cloud Services 4 4 Augmented Reality 3 2 Email Marketing/Affiliate Marketing 3 3 Mobile Applications/Mobile Platforms 2 1 Multi-Channel Interaction 3 2 Social Video Advertising 3 3 Mobile Marketing/Advertising 3 2 Online Reputation Monitoring 3 3 Agile & Project Management 3 3 Display Advertising 3 3 Conversion & Optimisation Tools 2 2 Data Management Platform 2 2 Analytics (Web/Customer/Predictive/Data) 3 3 Marketing Attribution 3 3 How was the perception of customer focused marketing changed within your organisation?

What is the current focus your business takes toward customer interaction?

Which channels for driving customer interaction have been the most successful?

What are other topical areas you are focusing on implementing to increase the effectiveness of your marketing campaigns?

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PART 1: REGISTRATION PROFILE The Piaggio Group is the largest European manufacturer of two-wheel motor vehicles and one of the world leaders in its sector. The Piaggio Group product range includes scooters, motorcycles and mopeds from 50 to 1,400 cc marketed under the Piaggio, Vespa, Gilera, Aprilia, Moto Guzzi, Derbi and Scarabeo brands. The Group also operates in the three- and four-wheel light transport sector with its Ape, Porter and Quargo (Ape Truck) ranges of commercial vehicles. The Piaggio Group is headquartered in Pontedera (Pisa, Italy) and has production plants in Pontedera (Pisa), which produces Piaggio, Vespa and Gilera branded two-wheelers, light transport vehicles for the European market and engines for scooters and motorcycles; Noale (Venice), a technical centre for the development of motorcycles and the base of Aprilia Racing; Scorzè (Venice), which produces Aprilia and Scarabeo branded two-wheel vehicles; Mandello del Lario (Lecco, Italy), which produces Moto Guzzi vehicles and engines; India & Vietnam.

NAME: Chiara Ugozzoli EXECUTIVE TITLE: Senior Global VP Digital Marketing & CRM COMPANY NAME: Piaggio

Chiara is a digital marketing & CRM professional with a solid marketing & communication background. She worked previously for more than 13 years in FMCG and was recently appointed digital & CRM vice president for Piaggio Group. Her main challenges are related to creating unique engaging customer experiences that connect physical and digital, CRM and prospects and client management.

PART 2: BUDGETING AND SPENDING What is your total budget for 2015?

Less than 10 Million X 10-25 Million 25-50 Million 50-100 Million More than 100 Million Other

How is your 2015 budget allocated across these business strategy categories? (as a %) Mandated investments to meet regulatory/legal requirements 0 Investments to maintain/run existing systems and process 20 Investments to support business innovation 30 Investments to support business growth 50 100% PART 3: INVESTMENT PRIORITIES How is your 2015 budget allocated across these business Priority within strategy categories? (1=Highest) 12 mths Video Advertising Platforms 4 Programmatic Media Buying 3 Brand Engagement 2 Content Marketing 3

Priority beyond 12 mths 4 3 2 3

Data Driven Marketing 1 1 Social Media Marketing/Management 2 2 Digital Marketing 1 2 Audience/Behavioural Targeting/Retargeting Personalization 1 1 SEM/SEO/PPC 3 3 Business Intelligence 3 2 Web Content Management/WEM 4 3 Customer Experience Management Platforms 1 1 Demand Side Platforms 4 4 Marketing Resource Management 5 5 A/B & Multivariate Testing & Optimization 5 5 IP Location Targeting & Geolocation 4 4 Social Listening & Social Engagement 3 3 eCommerce 2 2 Consumer Behaviour /Customer Retention & Service 4 4 Real-Time Bidding 3 3 Marketing Automation/Integrated Marketing 2 2 Tag Management 4 4 Cross Channel Campaign Management 3 3 Enterprise Feedback Management 4 4 CRM & Loyalty Programs 1 1 Search & Social Ads 3 3 Voice of Customer 4 3 Marketing Cloud Services 1 1 Augmented Reality 4 5 Email Marketing/Affiliate Marketing 3 3 Mobile Applications/Mobile Platforms 3 3 Multi-Channel Interaction 3 3 Social Video Advertising 4 4 Mobile Marketing/Advertising 5 4 Online Reputation Monitoring 4 4 Agile & Project Management 5 5 Display Advertising 5 5 Conversion & Optimisation Tools 5 5 Data Management Platform 2 2 Analytics (Web/Customer/Predictive/Data) 3 3 Marketing Attribution How was the perception of customer focused marketing changed within your organisation?

What is the current focus your business takes toward customer interaction?

Which channels for driving customer interaction have been the most successful?

What are other topical areas you are focusing on implementing to increase the effectiveness of your marketing campaigns?

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PART 1: REGISTRATION PROFILE The Renault Group in Ireland, comprising of the Renault and Dacia brands, is the fastest growing motor group in Ireland with over 8.0% Market Share YTD. Recent model launches for Renault have included the Renault Captur, the All-New Twingo and ZOE, as well as the All-New Trafic and New Master in the Commercial Vehicle range, where Renault sit in 3rd position in segment. 2015 will see the launch of Renault’s new crossover, the Renault KADJAR. Dacia, only present in Ireland two years, is the fastest growing car brand with five models: the Duster, Duster Commercial, Sandero, Sandero Stepway and Logan MCV. Dacia commanded a 3% share of the Passenger Car market in Ireland in 2014.

NAME: Lynne Boucher EXECUTIVE TITLE: Marketing Manager COMPANY NAME: Renault Ireland

Lynne started her marketing career in 2008 SSL Healthcare working as assistant brand manager on brands such as Scholl, Durex and Syndol before moving to Johnson & Johnson in 2010 to work as marketing executive on the Johnson’s and Johnson’s Baby brands. In 2011, she joined the Renault Group as product manager, responsible for the Renault and Dacia passenger car ranges, before being appointed marketing manager for the Renault Group in Ireland in 2013.

PART 2: BUDGETING AND SPENDING What is your total budget for 2015?

Less than 10 Million X 10-25 Million 25-50 Million 50-100 Million More than 100 Million Other

How is your 2015 budget allocated across these business strategy categories? (as a %) Mandated investments to meet regulatory/legal requirements 20 Investments to maintain/run existing systems and process 30 Investments to support business innovation 10 Investments to support business growth 40 100%

PART 3: INVESTMENT PRIORITIES How is your 2015 budget allocated across these business Priority within strategy categories? (1=Highest) 12 mths Video Advertising Platforms 3 Programmatic Media Buying 3 Brand Engagement 1 Content Marketing 3 Data Driven Marketing 3 Social Media Marketing/Management 2

Priority beyond 12 mths 3 3 1 3 3 2

Digital Marketing 3 3 Audience/Behavioural Targeting/Retargeting Personalization 3 3 SEM/SEO/PPC 3 3 Business Intelligence 2 2 Web Content Management/WEM 3 3 Customer Experience Management Platforms 3 3 Demand Side Platforms 3 3 Marketing Resource Management 3 3 A/B & Multivariate Testing & Optimization 3 3 IP Location Targeting & Geolocation 4 4 Social Listening & Social Engagement 3 3 eCommerce 3 3 Consumer Behaviour /Customer Retention & Service 2 2 Real-Time Bidding 3 3 Marketing Automation/Integrated Marketing 3 3 Tag Management 3 3 Cross Channel Campaign Management 3 3 Enterprise Feedback Management 4 4 CRM & Loyalty Programs 3 3 Search & Social Ads 2 2 Voice of Customer 3 3 Marketing Cloud Services 4 4 Augmented Reality 3 3 Email Marketing/Affiliate Marketing 3 3 Mobile Applications/Mobile Platforms 4 4 Multi-Channel Interaction 3 3 Social Video Advertising 3 3 Mobile Marketing/Advertising 3 3 Online Reputation Monitoring 4 4 Agile & Project Management 4 4 Display Advertising 3 3 Conversion & Optimisation Tools 3 3 Data Management Platform 4 4 Analytics (Web/Customer/Predictive/Data) 3 3 Marketing Attribution 3 3 How was the perception of customer focused marketing changed within your organisation?

What is the current focus your business takes toward customer interaction?

Which channels for driving customer interaction have been the most successful?

What are other topical areas you are focusing on implementing to increase the effectiveness of your marketing campaigns?

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PART 1: REGISTRATION PROFILE

NAME: Blago Petrov EXECUTIVE TITLE: Global Marketing Communications Director COMPANY NAME: Richemont

Blago started his career in 1999 at Procter & Gamble after completing his studies in the USA. He spent 13 years with Procter & Gamble in various marketing positions at global and regional (Asia) level. In 2006, he joined the luxury beauty division of Procter & Gamble (with Wella Professionals). In 2014, he joined Richemont Group as a director of marketing and communication of Baume & Mercier.

PART 2: BUDGETING AND SPENDING What is your total budget for 2015?

Less than 10 Million 10-25 Million X 25-50 Million 50-100 Million More than 100 Million Other

How is your 2015 budget allocated across these business strategy categories? (as a %) Mandated investments to meet regulatory/legal requirements 20 Investments to maintain/run existing systems and process 15 Investments to support business innovation 10 Investments to support business growth 55 100% PART 3: INVESTMENT PRIORITIES How is your 2015 budget allocated across these business Priority within strategy categories? (1=Highest) 12 mths Video Advertising Platforms 2 Programmatic Media Buying 4 Brand Engagement 2 Content Marketing 2 Data Driven Marketing 4 Social Media Marketing/Management 3 Digital Marketing 2 Audience/Behavioural Targeting/Retargeting Personalization 4 SEM/SEO/PPC 3 Business Intelligence 4 Web Content Management/WEM 3

Priority beyond 12 mths 3 3 2 2 3 2 2 3 3 3 3

Customer Experience Management Platforms 3 2 Demand Side Platforms 4 3 Marketing Resource Management 3 3 A/B & Multivariate Testing & Optimization 4 4 IP Location Targeting & Geolocation 3 3 Social Listening & Social Engagement 3 3 eCommerce 2 2 Consumer Behaviour /Customer Retention & Service 3 3 Real-Time Bidding 3 3 Marketing Automation/Integrated Marketing 3 3 Tag Management 4 4 Cross Channel Campaign Management 2 2 Enterprise Feedback Management 4 4 CRM & Loyalty Programs 2 2 Search & Social Ads 2 2 Voice of Customer 3 3 Marketing Cloud Services 4 4 Augmented Reality 4 4 Email Marketing/Affiliate Marketing 1 1 Mobile Applications/Mobile Platforms 3 2 Multi-Channel Interaction 3 3 Social Video Advertising 3 3 Mobile Marketing/Advertising 3 3 Online Reputation Monitoring 4 4 Agile & Project Management 4 4 Display Advertising 3 3 Conversion & Optimisation Tools 3 3 Data Management Platform 3 3 Analytics (Web/Customer/Predictive/Data) 3 3 Marketing Attribution 4 4 How was the perception of customer focused marketing changed within your organisation? more focused on customer What is the current focus your business takes toward customer interaction? at POS, Social Media, Email Marketing Which channels for driving customer interaction have been the most successful?

Social Media, Web What are other topical areas you are focusing on implementing to increase the effectiveness of your marketing campaigns?

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PART 1: REGISTRATION PROFILE J Sainsbury plc was founded in 1869 and today operates over 1,200 supermarkets and convenience stores; an online grocery; general merchandise operation and employs around 161,000 colleagues. It also has two property joint ventures with Land Securities Group Plc and The British Land Company Plc. Sainsbury’s Bank provides a range of quality banking and insurance products. We put our customers at the heart of everything we do and have invested in our stores, our colleagues and our channels to deliver the best possible shopping experience. Our strong culture and values are part of our identity and integral to our success. Our vision: To be the most trusted retailer where people love to work and shop. Our goal: We will make customers’ lives easier, offering great quality and service at fair prices, serving our customers whenever and wherever they want. Our strategy: We know our customers better than anyone else. We will be there whenever and wherever they need us, offering great products and services at fair prices. Our colleagues make the difference, our values make us different.

NAME: Helen Hunter EXECUTIVE TITLE: Director of Marketing Strategy and Innovation COMPANY NAME: Sainsbury's

Helen is currently director of marketing strategy and innovation, responsible for tying together the multiple strategic threads of brand, customer, loyalty, service and experience.

Previously as director of data and relationship marketing Helen shaped the Sainsbury’s Nectar proposition and loyalty operations; delivered targeted customer communications; led Local Marketing and developed new loyalty channels such as Sainsbury’s Brand Match. Prior to this, Helen held roles at emnos, Home Retail Group, Woolworths Group and Kingfisher. Helen started her career on the Kingfisher graduate scheme at B&Q. PART 2: BUDGETING AND SPENDING What is your total budget for 2015?

Less than 10 Million 10-25 Million 25-50 Million 50-100 Million More than 100 Million X Other

How is your 2015 budget allocated across these business strategy categories? (as a %) Mandated investments to meet regulatory/legal requirements 5 Investments to maintain/run existing systems and process 55 Investments to support business innovation 10 Investments to support business growth 30 100% PART 3: INVESTMENT PRIORITIES How is your 2015 budget allocated across these business Priority within strategy categories? (1=Highest) 12 mths Video Advertising Platforms 3 Programmatic Media Buying 3 Brand Engagement 1

Priority beyond 12 mths 3 3 1

Content Marketing 1 2 Data Driven Marketing 1 1 Social Media Marketing/Management 1 1 Digital Marketing 1 1 Audience/Behavioural Targeting/Retargeting Personalization 1 1 SEM/SEO/PPC 4 4 Business Intelligence 1 1 Web Content Management/WEM 4 4 Customer Experience Management Platforms 1 1 Demand Side Platforms 1 1 Marketing Resource Management 1 2 A/B & Multivariate Testing & Optimization 3 3 IP Location Targeting & Geolocation 2 2 Social Listening & Social Engagement 1 1 eCommerce 4 4 Consumer Behaviour /Customer Retention & Service 1 1 Real-Time Bidding 4 4 Marketing Automation/Integrated Marketing 2 3 Tag Management 4 4 Cross Channel Campaign Management 1 1 Enterprise Feedback Management 3 3 CRM & Loyalty Programs 1 1 Search & Social Ads 3 3 Voice of Customer 1 1 Marketing Cloud Services 5 5 Augmented Reality 2 2 Email Marketing/Affiliate Marketing 2 2 Mobile Applications/Mobile Platforms 2 2 Multi-Channel Interaction 2 2 Social Video Advertising 2 2 Mobile Marketing/Advertising 3 3 Online Reputation Monitoring 4 4 Agile & Project Management 2 2 Display Advertising 4 4 Conversion & Optimisation Tools 3 3 Data Management Platform 1 1 Analytics (Web/Customer/Predictive/Data) 1 1 Marketing Attribution 1 1 How was the perception of customer focused marketing changed within your organisation?

Customer centricity has always been at the heart of our DNA. Data and new digital platforms have enabled us to be more innovative than ever before What is the current focus your business takes toward customer interaction?

Recognising we need to be there for our customers wherever (omnichannel) and whenever (always on, real time) they are Which channels for driving customer interaction have been the most successful?

All channels play a role What are other topical areas you are focusing on implementing to increase the effectiveness of your marketing campaigns?

New operating model and organisational design

PART 1: REGISTRATION PROFILE Sainsbury’s was the first major British supermarket to open a bank, commencing trading in February 1997. Benefiting from a fantastic, trusted brand that enables us to combine the shopping experience with personal finance, Sainsbury’s Bank provides a range of quality products including insurances, credit cards, savings and loans. Our proposition is to make shopping more rewarding by offering customers great products at fair prices, while consistently rewarding shoppers for their loyalty and being easy to do business with at all times. Our products consistently top best buy tables and regularly win awards for quality, price and service.

NAME: Cara Chambers EXECUTIVE TITLE: Head of Customer & Brand COMPANY NAME: Sainsbury's Bank

Cara joined Sainsbury’s Bank in January 2014 as head of customer and brand, leading the brand comms, insight & innovation and customer experience teams at an exciting point in the evolution of the business. Cara is a marketing leader with 21 years of experience in FMCG businesses and business consultancy, working in great brand businesses such as Guinness, Heineken, and most recently Whyte & Mackay where she was global marketing director. Cara is also a trained business coach.

PART 2: BUDGETING AND SPENDING What is your total budget for 2015?

Less than 10 Million 10-25 Million X 25-50 Million 50-100 Million More than 100 Million Other

How is your 2015 budget allocated across these business strategy categories? (as a %) Mandated investments to meet regulatory/legal requirements 10 Investments to maintain/run existing systems and process 10 Investments to support business innovation 10 Investments to support business growth 70 100% PART 3: INVESTMENT PRIORITIES How is your 2015 budget allocated across these business Priority within strategy categories? (1=Highest) 12 mths Video Advertising Platforms 2 Programmatic Media Buying 2 Brand Engagement 1 Content Marketing 1 Data Driven Marketing 3 Social Media Marketing/Management 1 Digital Marketing 3 Audience/Behavioural Targeting/Retargeting Personalization 3

Priority beyond 12 mths 1 1 1 1 2 1 3 3

SEM/SEO/PPC 3 3 Business Intelligence 3 3 Web Content Management/WEM 4 4 Customer Experience Management Platforms 3 3 Demand Side Platforms 3 3 Marketing Resource Management 3 3 A/B & Multivariate Testing & Optimization 4 4 IP Location Targeting & Geolocation 4 4 Social Listening & Social Engagement 2 2 eCommerce 4 4 Consumer Behaviour /Customer Retention & Service 2 1 Real-Time Bidding 5 5 Marketing Automation/Integrated Marketing 4 4 Tag Management 4 4 Cross Channel Campaign Management 3 3 Enterprise Feedback Management 3 3 CRM & Loyalty Programs 3 3 Search & Social Ads 3 3 Voice of Customer 1 1 Marketing Cloud Services 5 5 Augmented Reality 5 5 Email Marketing/Affiliate Marketing 3 3 Mobile Applications/Mobile Platforms 4 4 Multi-Channel Interaction 4 4 Social Video Advertising 3 3 Mobile Marketing/Advertising 3 3 Online Reputation Monitoring 3 3 Agile & Project Management 4 4 Display Advertising 3 3 Conversion & Optimisation Tools 4 4 Data Management Platform 4 4 Analytics (Web/Customer/Predictive/Data) 3 2 Marketing Attribution 2 2 How was the perception of customer focused marketing changed within your organisation?

Customer focussed marketing is poorly understood within the organisation, though on an upward trend.

There is a lack of an overall understanding of what being truly customer centric means.

What is the current focus your business takes toward customer interaction?

Which channels for driving customer interaction have been the most successful?

What are other topical areas you are focusing on implementing to increase the effectiveness of your marketing campaigns?

Data, data, and more data. And brand strength.

PART 1: REGISTRATION PROFILE Samsung Electronics Co., Ltd. inspires the world and shapes the future with transformative ideas and technologies, redefining the worlds of TVs, smartphones, wearable devices, tablets, cameras, digital appliances, printers, medical equipment, network systems, and semiconductor and LED solutions. We are also leading in the Internet of Things space through, among others, our Smart Home and Digital Health initiatives. We employ 307,000 people across 84 countries with annual sales of US $196 billion. To discover more, please visit our official website at www.samsung.com and our official blog at global.samsungtomorrow.com.

NAME: Greg Dawson EXECUTIVE TITLE: European Digital and Communications Director COMPANY NAME: Samsung

Greg has held senior communications roles for some of the world’s most admired brands over the last two decades. He joined Samsung Electronics as European communications director in 2013 following a three-year stint as global communications director at Virgin Atlantic Airways. He has grown his role at Samsung to encompass the digital division for Europe where he is responsible for dotcom, CRM and social media strategy. At Virgin Atlantic, Greg advised Sir Richard Branson and the Airline’s executive team across all global markets, running ten dedicated press offices. This was his second director post in the travel industry, following a five-year tenure as communications director at private equity backed Travelodge. Greg took the budget hotel company through two private equity backed ownerships and moved the brand from mid ranking to super brand status. Before his time in the travel industry, he was head of public relations for three years in Royal Bank of Scotland’s insurance division following the merging of Churchill Insurance and the Direct Line insurance brands. Greg began his career in public relations with J Sainsbury plc where he was a corporate spokesman and laterally an internal communications leader, integrating Jamie Oliver into the company’s communications strategy.

PART 2: BUDGETING AND SPENDING What is your total budget for 2015?

Less than 10 Million X 10-25 Million 25-50 Million 50-100 Million More than 100 Million Other

How is your 2015 budget allocated across these business strategy categories? (as a %) Mandated investments to meet regulatory/legal requirements 25 Investments to maintain/run existing systems and process 25 Investments to support business innovation 25 Investments to support business growth 25 100% PART 3: INVESTMENT PRIORITIES How is your 2015 budget allocated across these business Priority within strategy categories? (1=Highest) 12 mths Video Advertising Platforms 5 Programmatic Media Buying 3

Priority beyond 12 mths 4 3

Brand Engagement 2 2 Content Marketing 2 2 Data Driven Marketing 2 2 Social Media Marketing/Management 1 1 Digital Marketing 1 1 Audience/Behavioural Targeting/Retargeting Personalization 3 3 SEM/SEO/PPC 3 3 Business Intelligence 3 3 Web Content Management/WEM 3 3 Customer Experience Management Platforms 3 3 Demand Side Platforms 4 4 Marketing Resource Management 4 4 A/B & Multivariate Testing & Optimization 5 5 IP Location Targeting & Geolocation 5 5 Social Listening & Social Engagement 1 1 eCommerce 3 2 Consumer Behaviour /Customer Retention & Service 3 3 Real-Time Bidding 5 5 Marketing Automation/Integrated Marketing 4 4 Tag Management 4 4 Cross Channel Campaign Management 3 3 Enterprise Feedback Management 4 4 CRM & Loyalty Programs 2 2 Search & Social Ads 4 4 Voice of Customer 3 3 Marketing Cloud Services 4 4 Augmented Reality 2 2 Email Marketing/Affiliate Marketing 5 5 Mobile Applications/Mobile Platforms 4 4 Multi-Channel Interaction 3 3 Social Video Advertising 4 4 Mobile Marketing/Advertising 3 3 Online Reputation Monitoring 1 1 Agile & Project Management 5 5 Display Advertising 5 5 Conversion & Optimisation Tools 4 4 Data Management Platform 2 2 Analytics (Web/Customer/Predictive/Data) 4 4 Marketing Attribution 3 3 How was the perception of customer focused marketing changed within your organisation?

What is the current focus your business takes toward customer interaction?

Which channels for driving customer interaction have been the most successful?

What are other topical areas you are focusing on implementing to increase the effectiveness of your marketing campaigns?

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PART 1: REGISTRATION PROFILE Samsung Electronics Co., Ltd. inspires the world and shapes the future with transformative ideas and technologies, redefining the worlds of TVs, smartphones, wearable devices, tablets, cameras, digital appliances, printers, medical equipment, network systems, and semiconductor and LED solutions. We are also leading in the Internet of Things space through, among others, our Smart Home and Digital Health initiatives. We employ 307,000 people across 84 countries with annual sales of US $196 billion. To discover more, please visit our official website at www.samsung.com and our official blog at global.samsungtomorrow.com.

NAME: Rory O’Neill EXECUTIVE TITLE: VP Marketing, Samsung Mobile Europe COMPANY NAME: Samsung Electronics

Rory and his team communicate innovation in mobility a cross all audiences including consumers, enterprises, SMEs, government, network operators and retail partners.

Working closely with the product & portfolio teams at Samsung’s global headquarters in South Korea, Rory and his team define the customer value proposition and builds creative campaigns to bring Samsung’s portfolio into the conversations of opinion leaders and influencers across its 27 European markets. Prior to joining Samsung, Rory held several senior roles at BlackBerry, most recently as the vice president of product & channel marketing where he led the global launch of BlackBerry 10. His work saw him entered into Marketing magazine’s Power 100 list of top marketers in 2012. He was the director of dtrategy and alliances for B2B service provider GXS, helping the company to reposition itself in the Software as a Service (SaaS) space.

Early in his career at General Electric, he held several global and European marketing roles and acquired his customer centric approach to strategy and planning.

PART 2: BUDGETING AND SPENDING What is your total budget for 2015?

Less than 10 Million X 10-25 Million 25-50 Million 50-100 Million More than 100 Million Other

How is your 2015 budget allocated across these business strategy categories? (as a %) Mandated investments to meet regulatory/legal requirements 0 Investments to maintain/run existing systems and process 10 Investments to support business innovation 50 Investments to support business growth 40 100% PART 3: INVESTMENT PRIORITIES How is your 2015 budget allocated across these business Priority within strategy categories? (1=Highest) 12 mths Video Advertising Platforms 5 Programmatic Media Buying 1 Brand Engagement 1

Priority beyond 12 mths 5 1 1

Content Marketing 3 3 Data Driven Marketing 3 3 Social Media Marketing/Management 4 4 Digital Marketing 4 4 Audience/Behavioural Targeting/Retargeting Personalization 1 1 SEM/SEO/PPC 5 5 Business Intelligence 5 5 Web Content Management/WEM 5 5 Customer Experience Management Platforms 5 5 Demand Side Platforms 5 5 Marketing Resource Management 5 5 A/B & Multivariate Testing & Optimization 5 5 IP Location Targeting & Geolocation 3 3 Social Listening & Social Engagement 3 3 eCommerce 5 5 Consumer Behaviour /Customer Retention & Service 3 3 Real-Time Bidding 5 5 Marketing Automation/Integrated Marketing 5 5 Tag Management 4 4 Cross Channel Campaign Management 5 5 Enterprise Feedback Management 5 5 CRM & Loyalty Programs 3 3 Search & Social Ads 5 5 Voice of Customer 3 3 Marketing Cloud Services 5 5 Augmented Reality 3 3 Email Marketing/Affiliate Marketing 5 5 Mobile Applications/Mobile Platforms 3 3 Multi-Channel Interaction 5 5 Social Video Advertising 5 5 Mobile Marketing/Advertising 3 3 Online Reputation Monitoring 5 5 Agile & Project Management 5 5 Display Advertising 5 5 Conversion & Optimisation Tools 5 5 Data Management Platform 5 5 Analytics (Web/Customer/Predictive/Data) 5 5 Marketing Attribution 5 5 How was the perception of customer focused marketing changed within your organisation?

Marketing team driving transition to market centric approach What is the current focus your business takes toward customer interaction?

High priority but basic understanding of customer interaction Which channels for driving customer interaction have been the most successful? primary research / online labs What are other topical areas you are focusing on implementing to increase the effectiveness of your marketing campaigns?

Organization optimization

PART 1: REGISTRATION PROFILE Sercotel Hotels, founded in 1994, is one of the main hotel chains in Spain. Nowadays, it has more than 150 hotels, located in more than 70 different destinations in Spain, Portugal, Andorra and Colombia. The Sercotelhoteles franchise philosophy makes an emphasis on the relationship with the customer on building a services and facilities offer composed by new or renovated city hotels in excellent locations.

NAME: Pedro Mir EXECUTIVE TITLE: CMO Iberia & Latam COMPANY NAME: SERCOTEL Hotels

Pedro worked more than 15 years in blue chip FMCG multinationals, multi-category and multi-channel leading marketing companies like Nutrexpa, Chocolates and Waters and Beverages at Danone Strategic vision with pragmatic action orientation focused on results (revenue, profitability, share and sales growth). Working in different local marketing positions as well as international responsibility in global position working with five countries. Solid experience leading and managing wide senior teams. Specialties in multicategory and multi-channel experience of FMCG products.

PART 2: BUDGETING AND SPENDING What is your total budget for 2015?

Less than 10 Million 10-25 Million 25-50 Million 50-100 Million More than 100 Million Other X

How is your 2015 budget allocated across these business strategy categories? (as a %) Mandated investments to meet regulatory/legal requirements 5 Investments to maintain/run existing systems and process 35 Investments to support business innovation 30 Investments to support business growth 30 100% PART 3: INVESTMENT PRIORITIES How is your 2015 budget allocated across these business Priority within strategy categories? (1=Highest) 12 mths Video Advertising Platforms 2 Programmatic Media Buying 2 Brand Engagement 2 Content Marketing 1 Data Driven Marketing 1 Social Media Marketing/Management 1 Digital Marketing 1 Audience/Behavioural Targeting/Retargeting Personalization 1 SEM/SEO/PPC 1

Priority beyond 12 mths 2 2 2 1 1 1 1 1 1

Business Intelligence 1 1 Web Content Management/WEM 1 1 Customer Experience Management Platforms 1 1 Demand Side Platforms 4 4 Marketing Resource Management 3 3 A/B & Multivariate Testing & Optimization 4 4 IP Location Targeting & Geolocation 2 2 Social Listening & Social Engagement 3 3 eCommerce 2 2 Consumer Behaviour /Customer Retention & Service 2 2 Real-Time Bidding 2 2 Marketing Automation/Integrated Marketing 2 2 Tag Management 3 2 Cross Channel Campaign Management 2 1 Enterprise Feedback Management 3 3 CRM & Loyalty Programs 1 1 Search & Social Ads 1 1 Voice of Customer 3 3 Marketing Cloud Services 3 3 Augmented Reality 4 4 Email Marketing/Affiliate Marketing 1 1 Mobile Applications/Mobile Platforms 3 3 Multi-Channel Interaction 3 2 Social Video Advertising 2 2 Mobile Marketing/Advertising 2 2 Online Reputation Monitoring 3 2 Agile & Project Management 2 2 Display Advertising 2 2 Conversion & Optimisation Tools 2 2 Data Management Platform 2 2 Analytics (Web/Customer/Predictive/Data) 2 2 Marketing Attribution 4 4 How was the perception of customer focused marketing changed within your organisation? high What is the current focus your business takes toward customer interaction? very high Which channels for driving customer interaction have been the most successful? tbc What are other topical areas you are focusing on implementing to increase the effectiveness of your marketing campaigns? tbc

PART 1: REGISTRATION PROFILE Siemens AG (Berlin and Munich) is a global technology powerhouse that has stood for engineering excellence, innovation, quality, reliability and internationality for more than 165 years. The company is active in more than 200 countries, focusing on the areas of electrification, automation and digitalization. One of the world's largest producers of energyefficient, resource-saving technologies, Siemens is No. 1 in offshore wind turbine construction, a leading supplier of combined cycle turbines for power generation, a major provider of power transmission solutions and a pioneer in infrastructure solutions as well as automation, drive and software solutions for industry.

The company is also a leading provider of medical imaging equipment – such as computed tomography and magnetic resonance imaging systems – and a leader in laboratory diagnostics as well as clinical IT. In fiscal 2014, which ended on September 30, 2014, Siemens generated revenue from continuing operations of €71.9 billion and net income of €5.5 billion. At the end of September 2014, the company had around 343,000 employees worldwide on a continuing basis.

NAME: Florian Hiessl EXECUTIVE TITLE: Global Head of Web Communications COMPANY NAME: Siemens

As global head of web communications Florian and his team are responsible for the global external online channels of Siemens AG, corporate and business divisions worldwide in over +100 countries in 34 languages: this includes digital transformation, demand generation integration, global web governance, structure, contents and web strategy, corporate website www.siemens.com, all business units websites of Siemens, mobile and tablet web, global app store account as well as overarching digital real-time analytics.

Before Florian was departmental head for web management in the telecommunications sector of Siemens.

His first work stations have been at marketing&sales at BMW in Munich and at Osram Sylvania in Boston / USA. PART 2: BUDGETING AND SPENDING What is your total budget for 2015?

Less than 10 Million 10-25 Million X 25-50 Million 50-100 Million More than 100 Million Other

How is your 2015 budget allocated across these business strategy categories? (as a %) Mandated investments to meet regulatory/legal requirements 10 Investments to maintain/run existing systems and process 50 Investments to support business innovation 20 Investments to support business growth 20 100% PART 3: INVESTMENT PRIORITIES How is your 2015 budget allocated across these business Priority within strategy categories? (1=Highest) 12 mths Video Advertising Platforms 2 Programmatic Media Buying 1

Priority beyond 12 mths 2 1

Brand Engagement 3 3 Content Marketing 1 1 Data Driven Marketing 1 1 Social Media Marketing/Management 2 2 Digital Marketing 1 1 Audience/Behavioural Targeting/Retargeting Personalization 1 1 SEM/SEO/PPC 1 1 Business Intelligence 2 2 Web Content Management/WEM 1 1 Customer Experience Management Platforms 2 2 Demand Side Platforms 1 1 Marketing Resource Management 3 3 A/B & Multivariate Testing & Optimization 2 2 IP Location Targeting & Geolocation 1 1 Social Listening & Social Engagement 4 4 eCommerce 1 1 Consumer Behaviour /Customer Retention & Service 4 4 Real-Time Bidding 4 4 Marketing Automation/Integrated Marketing 1 1 Tag Management 1 1 Cross Channel Campaign Management 2 2 Enterprise Feedback Management 3 3 CRM & Loyalty Programs 2 2 Search & Social Ads 3 3 Voice of Customer 3 3 Marketing Cloud Services 3 3 Augmented Reality 4 4 Email Marketing/Affiliate Marketing 3 3 Mobile Applications/Mobile Platforms 3 3 Multi-Channel Interaction 1 1 Social Video Advertising 4 4 Mobile Marketing/Advertising 3 3 Online Reputation Monitoring 4 4 Agile & Project Management 1 1 Display Advertising 5 5 Conversion & Optimisation Tools 3 3 Data Management Platform 2 2 Analytics (Web/Customer/Predictive/Data) 1 1 Marketing Attribution 1 1 How was the perception of customer focused marketing changed within your organisation?

Changes since 1-2 years. Now strong transformation going on.

What is the current focus your business takes toward customer interaction?

Demand Generation. Transforming Web from Information to Conversion.

Which channels for driving customer interaction have been the most successful?

Digital: Website, CRM. What are other topical areas you are focusing on implementing to increase the effectiveness of your marketing campaigns?

Information Osmosis. Pull instead of Push. Digital Storytelling Formats.

PART 1: REGISTRATION PROFILE Skipton Building Society is among the oldest UK building societies, and is one of the most innovative. Established in 1853, it is now the UK’s fourth biggest building society, withover £15bn of assets and 785,000 members, and a national presence represented by a network of branches and agencies stretching from Aberdeen to Plymouth. The Society has a proud heritage with a commitment to mutuality. It offers ongoing support to the communities in which it operates and places its members at the heart of everything it does by striving to offer outstanding products and services which meet their evolving needs.

NAME: Rachel Ramsden EXECUTIVE TITLE: Head of Marketing COMPANY NAME: Skipton Building Society

Rachel is head of marketing at Skipton, with responsibility for brand, customer acquisition, excising customer communications, corporate communications, community and B2B marketing through Skipton-Intermediaries. With 24 years of experience in financial services marketing for both mutuals and plcs, spanning pure brand and communications, product management and proposition development.

PART 2: BUDGETING AND SPENDING What is your total budget for 2015?

Less than 10 Million X 10-25 Million 25-50 Million 50-100 Million More than 100 Million Other

How is your 2015 budget allocated across these business strategy categories? (as a %) Mandated investments to meet regulatory/legal requirements 10 Investments to maintain/run existing systems and process 50 Investments to support business innovation 10 Investments to support business growth 30 100% PART 3: INVESTMENT PRIORITIES How is your 2015 budget allocated across these business Priority within strategy categories? (1=Highest) 12 mths Video Advertising Platforms 3 Programmatic Media Buying 4 Brand Engagement 2 Content Marketing 2 Data Driven Marketing 3 Social Media Marketing/Management 3 Digital Marketing 2

Priority beyond 12 mths 3 4 2 2 3 3 2

Audience/Behavioural Targeting/Retargeting Personalization 3 3 SEM/SEO/PPC 2 2 Business Intelligence 4 4 Web Content Management/WEM 4 4 Customer Experience Management Platforms 3 3 Demand Side Platforms 4 4 Marketing Resource Management 2 2 A/B & Multivariate Testing & Optimization 3 3 IP Location Targeting & Geolocation 4 4 Social Listening & Social Engagement 3 3 eCommerce 3 3 Consumer Behaviour /Customer Retention & Service 3 3 Real-Time Bidding 4 4 Marketing Automation/Integrated Marketing 3 3 Tag Management 4 4 Cross Channel Campaign Management 3 3 Enterprise Feedback Management 4 4 CRM & Loyalty Programs 3 3 Search & Social Ads 3 3 Voice of Customer 3 3 Marketing Cloud Services 4 4 Augmented Reality 4 4 Email Marketing/Affiliate Marketing 3 3 Mobile Applications/Mobile Platforms 4 4 Multi-Channel Interaction 3 3 Social Video Advertising 3 3 Mobile Marketing/Advertising 4 4 Online Reputation Monitoring 3 3 Agile & Project Management 5 5 Display Advertising 3 3 Conversion & Optimisation Tools 3 3 Data Management Platform 4 4 Analytics (Web/Customer/Predictive/Data) 3 3 Marketing Attribution 3 3 How was the perception of customer focused marketing changed within your organisation?

It has become a very significant area of focus in the last 4 years and it continues to grow year on year What is the current focus your business takes toward customer interaction?

Insight driven product and proposition development and ongoing customer satisfaction monitoring.

Which channels for driving customer interaction have been the most successful?

Traditionally face to face - increasingly direct and online What are other topical areas you are focusing on implementing to increase the effectiveness of your marketing campaigns?

Campaign planning and analytics

PART 1: REGISTRATION PROFILE

NAME: Usama Al-Qassab EXECUTIVE TITLE: VP Product Marketing COMPANY NAME: Sony Computer Entertainment Europe

PART 2: BUDGETING AND SPENDING What is your total budget for 2015?

Less than 10 Million 10-25 Million 25-50 Million 50-100 Million More than 100 Million X Other

How is your 2015 budget allocated across these business strategy categories? (as a %) Mandated investments to meet regulatory/legal requirements 2 Investments to maintain/run existing systems and process 3 Investments to support business innovation 10 Investments to support business growth 85 100% PART 3: INVESTMENT PRIORITIES How is your 2015 budget allocated across these business Priority within strategy categories? (1=Highest) 12 mths Video Advertising Platforms 2 Programmatic Media Buying 3 Brand Engagement 2 Content Marketing 1 Data Driven Marketing 4 Social Media Marketing/Management 2 Digital Marketing 2 Audience/Behavioural Targeting/Retargeting Personalization 4 SEM/SEO/PPC 4 Business Intelligence 4 Web Content Management/WEM 5 Customer Experience Management Platforms 5 Demand Side Platforms 5 Marketing Resource Management 3

Priority beyond 12 mths 2 3 2 1 4 2 2 4 4 4 5 5 5 5

A/B & Multivariate Testing & Optimization 5 5 IP Location Targeting & Geolocation 2 2 Social Listening & Social Engagement 2 2 eCommerce 5 5 Consumer Behaviour /Customer Retention & Service 5 5 Real-Time Bidding 5 5 Marketing Automation/Integrated Marketing 5 5 Tag Management 5 5 Cross Channel Campaign Management 2 3 Enterprise Feedback Management 5 5 CRM & Loyalty Programs 5 5 Search & Social Ads 5 5 Voice of Customer 5 5 Marketing Cloud Services 5 5 Augmented Reality 1 1 Email Marketing/Affiliate Marketing 5 5 Mobile Applications/Mobile Platforms 5 5 Multi-Channel Interaction 5 5 Social Video Advertising 5 5 Mobile Marketing/Advertising 3 3 Online Reputation Monitoring 5 5 Agile & Project Management 5 5 Display Advertising 5 5 Conversion & Optimisation Tools 5 5 Data Management Platform 5 5 Analytics (Web/Customer/Predictive/Data) 5 5 Marketing Attribution 3 3 How was the perception of customer focused marketing changed within your organisation?

Focus on Customer segmentation / Path To Purchase / personalised Always On Ciontent Delivery What is the current focus your business takes toward customer interaction?

Personalised / Simple / intuitive / Intelligent / Receptive Which channels for driving customer interaction have been the most successful? eCRM / Social What are other topical areas you are focusing on implementing to increase the effectiveness of your marketing campaigns?

Mobile Integration / Multi-Scren / Single Consumer View

PART 1: REGISTRATION PROFILE Standard Life is a leading long term savings and investments company. The Standard Life group employs around 6,500 internationally through businesses in the UK, Europe, North America, Asia and Australia and has operated in Ireland since 1834. Standard Life is a FTSE 100 company listed on the London Stock Exchange with around 1.3 million individual shareholders, across over 50 countries. It is also one of the top 500 companies worldwide by revenue, as listed in the 2014 Fortune Global 500. We want all our customers to feel confident about their future and wellbeing, so we’re flexible. We offer products, services and solutions that meet real people’s needs and evolve as these needs change in the future.

NAME: Cristiano Braggion EXECUTIVE TITLE: CCO COMPANY NAME: Standard Life

Cristiano works as the operations director for Standard Life Ireland. He has over 20 years of international experience across a range of industries including financial services, insurance and automotive sectors. He has held customer service director and operations positions with BMW Financial Services, Assurant Ireland and Amazon. Cristiano’s strategic and operational insights, strong leadership and relationship skills and passionate interest are key to bringing a wealth of expertise in delivering first-class customer experiences.

PART 2: BUDGETING AND SPENDING What is your total budget for 2015?

Less than 10 Million X 10-25 Million 25-50 Million 50-100 Million More than 100 Million Other

How is your 2015 budget allocated across these business strategy categories? (as a %) Mandated investments to meet regulatory/legal requirements 30 Investments to maintain/run existing systems and process 0 Investments to support business innovation 20 Investments to support business growth 50 100% PART 3: INVESTMENT PRIORITIES How is your 2015 budget allocated across these business Priority within strategy categories? (1=Highest) 12 mths Video Advertising Platforms 4 Programmatic Media Buying 4 Brand Engagement 3 Content Marketing 3 Data Driven Marketing 1 Social Media Marketing/Management 2 Digital Marketing 2

Priority beyond 12 mths 4 4 3 2 1 2 2

Audience/Behavioural Targeting/Retargeting Personalization 3 3 SEM/SEO/PPC 4 4 Business Intelligence 2 1 Web Content Management/WEM 2 1 Customer Experience Management Platforms 1 1 Demand Side Platforms 3 3 Marketing Resource Management 3 3 A/B & Multivariate Testing & Optimization 4 4 IP Location Targeting & Geolocation 4 4 Social Listening & Social Engagement 3 3 eCommerce 3 2 Consumer Behaviour /Customer Retention & Service 1 1 Real-Time Bidding 4 4 Marketing Automation/Integrated Marketing 4 4 Tag Management 4 4 Cross Channel Campaign Management 3 2 Enterprise Feedback Management 3 3 CRM & Loyalty Programs 1 1 Search & Social Ads 4 4 Voice of Customer 1 1 Marketing Cloud Services 3 3 Augmented Reality 4 4 Email Marketing/Affiliate Marketing 3 3 Mobile Applications/Mobile Platforms 2 2 Multi-Channel Interaction 1 1 Social Video Advertising 3 3 Mobile Marketing/Advertising 3 3 Online Reputation Monitoring 3 3 Agile & Project Management 3 2 Display Advertising 4 4 Conversion & Optimisation Tools 4 3 Data Management Platform 1 1 Analytics (Web/Customer/Predictive/Data) 1 1 Marketing Attribution 4 4 How was the perception of customer focused marketing changed within your organisation?

Great focus at the moment What is the current focus your business takes toward customer interaction?

Become the most customer centric Financial Organisation Which channels for driving customer interaction have been the most successful?

Email What are other topical areas you are focusing on implementing to increase the effectiveness of your marketing campaigns?

Technical expertise and industry knowledge platform to pull content from

PART 1: REGISTRATION PROFILE Staples Inc is the world's largest office products company and has the commitment to make it easy for customers to buy a wide range of office products, including supplies, facility and break room, technology, furniture, and business services. With US $24bn in sales, Staples serves businesses of all sizes and consumers in 25 countries throughout North and South America, Europe, Asia and Australia. Staples Europe delivers customers in 16 countries and services businesses of all sizes and consumers via its stores, websites, mail order catalogues and sales teams. Almost three million European businesses and consumers turn to the European online and catalogue business for their office products needs. Staples Retail maintains a strong European presence, with 365 retail stores in seven countries.

Staples' Advantage serves the business-to-business customers, mainly international and national corporations located in all European countries.

NAME: Michael Williamson EXECUTIVE TITLE: VP Marketing (Europe) COMPANY NAME: Staples Europe

At Staples Europe, Michael is responsible for end-to-end multi-channel marketing, data analytics, customer experience & brand strategy across e-commerce, retail and B2B segments across 19 European countries. Michael has been with Staples since July 2013.

Prior that, he vice president of marketing for the ‘Norton’ range of consumer internet & cloud-based security software across Europe, Middle East, Africa, leading a direct team of over 80 people across 12 international locations, managing operations across over 100 countries. Before that, Michael spent nine years in multi-channel marketing in the mobile telecoms category, first with O2 UK and then with Vodafone Group.

PART 2: BUDGETING AND SPENDING What is your total budget for 2015?

Less than 10 Million 10-25 Million 25-50 Million 50-100 Million More than 100 Million X Other

How is your 2015 budget allocated across these business strategy categories? (as a %) Mandated investments to meet regulatory/legal requirements 1 Investments to maintain/run existing systems and process 69 Investments to support business innovation 10 Investments to support business growth 20 100% PART 3: INVESTMENT PRIORITIES How is your 2015 budget allocated across these business Priority within strategy categories? (1=Highest) 12 mths Video Advertising Platforms 2 Programmatic Media Buying 1

Priority beyond 12 mths 2 2

Brand Engagement 3 3 Content Marketing 1 1 Data Driven Marketing 5 5 Social Media Marketing/Management 5 5 Digital Marketing 1 1 Audience/Behavioural Targeting/Retargeting Personalization 1 1 SEM/SEO/PPC 1 1 Business Intelligence 5 5 Web Content Management/WEM 5 5 Customer Experience Management Platforms 5 5 Demand Side Platforms 1 1 Marketing Resource Management 1 5 A/B & Multivariate Testing & Optimization 2 3 IP Location Targeting & Geolocation 5 5 Social Listening & Social Engagement 5 5 eCommerce 5 5 Consumer Behaviour /Customer Retention & Service 5 5 Real-Time Bidding 5 5 Marketing Automation/Integrated Marketing 1 1 Tag Management 5 5 Cross Channel Campaign Management 5 5 Enterprise Feedback Management 5 5 CRM & Loyalty Programs 5 5 Search & Social Ads 5 5 Voice of Customer 5 5 Marketing Cloud Services 5 5 Augmented Reality 5 5 Email Marketing/Affiliate Marketing 1 1 Mobile Applications/Mobile Platforms 5 5 Multi-Channel Interaction 5 5 Social Video Advertising 5 5 Mobile Marketing/Advertising 5 5 Online Reputation Monitoring 5 5 Agile & Project Management 5 5 Display Advertising 5 5 Conversion & Optimisation Tools 5 5 Data Management Platform 5 5 Analytics (Web/Customer/Predictive/Data) 5 5 Marketing Attribution How was the perception of customer focused marketing changed within your organisation?

More metrics, and therefore more quantifiable.

What is the current focus your business takes toward customer interaction?

Push marketing.

Which channels for driving customer interaction have been the most successful? online, direct marketing, email marketing.

What are other topical areas you are focusing on implementing to increase the effectiveness of your marketing campaigns?

Attribution modelling, media mix modelling.

PART 1: REGISTRATION PROFILE The Swiss Re Group is a leading wholesale provider of reinsurance, insurance and other insurance-based forms of risk transfer. Dealing direct and working through brokers, our global client base consists of insurance companies, mid-to-large-sized corporations and public sector clients. From standard products to tailormade coverage across all lines of business, we deploy our capital strength, expertise and innovation power to enable the risk-taking upon which enterprise and progress in society depend.

NAME: Sven Schulz EXECUTIVE TITLE: Head Reinsurance Communications COMPANY NAME: Swiss Re

Sven is head of reinsurance communications at Swiss Re overseeing marketing and internal communications – including social media. He joined Swiss Re in 2005 having worked in different marketing related positions since then. Until last year he was responsible for branding, developing and launching the new Swiss Re brand strategy including positioning, architecture, design, logo as well as campaign. Before joining Swiss Re Sven was working for European insurance companies being responsible for product management and online marketing.

PART 2: BUDGETING AND SPENDING What is your total budget for 2015?

Less than 10 Million X 10-25 Million 25-50 Million 50-100 Million More than 100 Million Other

How is your 2015 budget allocated across these business strategy categories? (as a %) Mandated investments to meet regulatory/legal requirements 25 Investments to maintain/run existing systems and process 10 Investments to support business innovation 25 Investments to support business growth 40 100% PART 3: INVESTMENT PRIORITIES How is your 2015 budget allocated across these business Priority within strategy categories? (1=Highest) 12 mths Video Advertising Platforms 4 Programmatic Media Buying 5 Brand Engagement 3 Content Marketing 1 Data Driven Marketing 2 Social Media Marketing/Management 1 Digital Marketing 1 Audience/Behavioural Targeting/Retargeting Personalization 4 SEM/SEO/PPC 3

Priority beyond 12 mths 4 5 3 1 2 1 1 4 3

Business Intelligence 5 5 Web Content Management/WEM 5 5 Customer Experience Management Platforms 3 3 Demand Side Platforms 5 5 Marketing Resource Management 4 4 A/B & Multivariate Testing & Optimization 5 5 IP Location Targeting & Geolocation 5 5 Social Listening & Social Engagement 2 2 eCommerce 4 4 Consumer Behaviour /Customer Retention & Service 4 4 Real-Time Bidding 5 5 Marketing Automation/Integrated Marketing 5 5 Tag Management 5 5 Cross Channel Campaign Management 2 2 Enterprise Feedback Management 5 5 CRM & Loyalty Programs 5 5 Search & Social Ads 5 5 Voice of Customer 5 5 Marketing Cloud Services 5 5 Augmented Reality 5 5 Email Marketing/Affiliate Marketing 3 3 Mobile Applications/Mobile Platforms 5 5 Multi-Channel Interaction 3 3 Social Video Advertising 5 5 Mobile Marketing/Advertising 5 5 Online Reputation Monitoring 3 3 Agile & Project Management 5 5 Display Advertising 5 5 Conversion & Optimisation Tools 5 5 Data Management Platform 5 5 Analytics (Web/Customer/Predictive/Data) 2 2 Marketing Attribution 3 3 How was the perception of customer focused marketing changed within your organisation?

Through the development and implementation of a new brand strategy I was responsible for. --> putting clients at the center of our activities. New aspect for a Reinsurer.

What is the current focus your business takes toward customer interaction?

Client segmentation and allocated services. Try to achive differentiated terms and conditions throigh differentiation.

Which channels for driving customer interaction have been the most successful?

Client meetings and events/industry conferences. More and more also digital - incl blog platform.

What are other topical areas you are focusing on implementing to increase the effectiveness of your marketing campaigns?

Bring to life our new brand promise 'we're smarter together'

PART 1: REGISTRATION PROFILE Telefónica is one of the largest telecommunications companies in the world in terms of market capitalisation and number of customers. With its best in class mobile, fixed and broadband networks, and innovative portfolio of digital solutions, Telefónica is transforming itself into a ‘Digital Telco’, a company that will be even better placed to meet the needs of its customers and capture new revenue growth. The company has a significant presence in 21 countries and a customer base that amounts more than 341 million accesses around the world. Telefónica has a strong presence in Spain, Europe and Latin America, where the company focuses an important part of its growth strategy.

NAME: Vicente De los Rios Medina EXECUTIVE TITLE: Global Digital Channels Director COMPANY NAME: Telefonica

Vicente (@vdlrios) has a deep experience in leading and transforming channels (digital, call centre, stores) and businesses (consumer, DQ/DA, international wholesale) in Telco. As director of online channel in Spain he was responsible for its transformation, including fixed and mobile online channels integration, rebranding and launching of social media care. He led also consumer business in Spanish Eastern region. As global digital channels director, he leads the digital channels transformation to create a best-in class experience in the 17 countries of Telefonica’s footprint.

PART 2: BUDGETING AND SPENDING What is your total budget for 2015?

Less than 10 Million X 10-25 Million 25-50 Million 50-100 Million More than 100 Million Other

How is your 2015 budget allocated across these business strategy categories? (as a %) Mandated investments to meet regulatory/legal requirements 0 Investments to maintain/run existing systems and process 25 Investments to support business innovation 25 Investments to support business growth 50 100% PART 3: INVESTMENT PRIORITIES How is your 2015 budget allocated across these business Priority within strategy categories? (1=Highest) 12 mths Video Advertising Platforms 5 Programmatic Media Buying 2 Brand Engagement 4 Content Marketing 3 Data Driven Marketing 2 Social Media Marketing/Management 2

Priority beyond 12 mths 5 2 4 3 2 2

Digital Marketing 1 1 Audience/Behavioural Targeting/Retargeting Personalization 1 1 SEM/SEO/PPC 1 1 Business Intelligence 4 4 Web Content Management/WEM 1 1 Customer Experience Management Platforms 2 2 Demand Side Platforms 4 4 Marketing Resource Management 4 4 A/B & Multivariate Testing & Optimization 1 1 IP Location Targeting & Geolocation 3 3 Social Listening & Social Engagement 2 2 eCommerce 1 1 Consumer Behaviour /Customer Retention & Service 1 1 Real-Time Bidding 1 1 Marketing Automation/Integrated Marketing 1 1 Tag Management 2 2 Cross Channel Campaign Management 2 2 Enterprise Feedback Management 5 5 CRM & Loyalty Programs 5 5 Search & Social Ads 1 1 Voice of Customer 4 4 Marketing Cloud Services 5 5 Augmented Reality 4 4 Email Marketing/Affiliate Marketing 1 1 Mobile Applications/Mobile Platforms 1 1 Multi-Channel Interaction 1 1 Social Video Advertising 1 1 Mobile Marketing/Advertising 1 1 Online Reputation Monitoring 4 4 Agile & Project Management 2 2 Display Advertising 2 2 Conversion & Optimisation Tools 1 1 Data Management Platform 1 1 Analytics (Web/Customer/Predictive/Data) 1 1 Marketing Attribution 1 1 How was the perception of customer focused marketing changed within your organisation?

We feel that this is an opportunity for us What is the current focus your business takes toward customer interaction?

We are defining a transformation based in customer needs Which channels for driving customer interaction have been the most successful?

It depends in the country in which we operate. In Europe, online is having success and in Latam, stores are the preferred one What are other topical areas you are focusing on implementing to increase the effectiveness of your marketing campaigns?

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PART 1: REGISTRATION PROFILE Telenet focuses on delivering broadband, fixed, mobile telephony and cable television, to residential customers in Flanders and Brussels through a hybrid fiber-coax network. Telenet is located in Mechelen, but has contact centers in Herentals, St-Truiden and Aalst, and regional sites for the provision of technical assistance, throughout Flanders. Telenet also provides professional communication services to companies in Belgium and Luxembourg.

Our products and services: As a telecommunications company Telenet attaches great importance to innovation and development. We constantly optimize existing applications, expanding the technological possibilities and constantly widen our offerings. A convincing marketing approach, a creative product mix and efficient customer service ensure that Telenet will continue to innovate and deliver new products to our customers as well as drive advances in what is available to consumers in Belgium.

NAME: Jeremy Curtin EXECUTIVE TITLE: Director Digital COMPANY NAME: Telenet

Experienced digital leader specializing in full transformation programs as well as optimization of infrastructure and operations. Although I operate within the digital landscape the focus is always commercial in native and scope of projects focuses on enabling the migration to a full omni-channel capability. Demonstrable success operating within a variety of roles including transformation leadership, strategy definition and delivery, contract negotiation, sales management, operational excellence and team development.

PART 2: BUDGETING AND SPENDING What is your total budget for 2015?

Less than 10 Million X 10-25 Million 25-50 Million 50-100 Million More than 100 Million Other

How is your 2015 budget allocated across these business strategy categories? (as a %) Mandated investments to meet regulatory/legal requirements 10 Investments to maintain/run existing systems and process 60 Investments to support business innovation 20 Investments to support business growth 10 100% PART 3: INVESTMENT PRIORITIES How is your 2015 budget allocated across these business Priority within strategy categories? (1=Highest) 12 mths Video Advertising Platforms 3 Programmatic Media Buying 2 Brand Engagement 4 Content Marketing 3 Data Driven Marketing 1 Social Media Marketing/Management 3

Priority beyond 12 mths 2 1 4 2 1 3

Digital Marketing 1 1 Audience/Behavioural Targeting/Retargeting Personalization 1 1 SEM/SEO/PPC 3 3 Business Intelligence 3 2 Web Content Management/WEM 2 2 Customer Experience Management Platforms 1 1 Demand Side Platforms 3 4 Marketing Resource Management 3 3 A/B & Multivariate Testing & Optimization 1 1 IP Location Targeting & Geolocation 2 1 Social Listening & Social Engagement 5 5 eCommerce 1 1 Consumer Behaviour /Customer Retention & Service 1 1 Real-Time Bidding 2 3 Marketing Automation/Integrated Marketing 1 2 Tag Management 3 3 Cross Channel Campaign Management 2 1 Enterprise Feedback Management 2 2 CRM & Loyalty Programs 2 3 Search & Social Ads 3 4 Voice of Customer 4 4 Marketing Cloud Services 2 2 Augmented Reality 5 5 Email Marketing/Affiliate Marketing 1 2 Mobile Applications/Mobile Platforms 1 1 Multi-Channel Interaction 3 2 Social Video Advertising 4 4 Mobile Marketing/Advertising 2 2 Online Reputation Monitoring 4 4 Agile & Project Management 1 1 Display Advertising 4 4 Conversion & Optimisation Tools 2 2 Data Management Platform 1 3 Analytics (Web/Customer/Predictive/Data) 2 2 Marketing Attribution 2 2 How was the perception of customer focused marketing changed within your organisation?

It is now a complete priority What is the current focus your business takes toward customer interaction?

That you need to ensure that you are interacting with customers consistently across multiple platforms Which channels for driving customer interaction have been the most successful?

Depends on the measurement and definition What are other topical areas you are focusing on implementing to increase the effectiveness of your marketing campaigns?

Personalisation

PART 1: REGISTRATION PROFILE

NAME: Hannah Squirrell EXECUTIVE TITLE: Marketing Director COMPANY NAME: Tesco Bank

PART 2: BUDGETING AND SPENDING What is your total budget for 2015?

Less than 10 Million 10-25 Million 25-50 Million 50-100 Million X More than 100 Million Other

How is your 2015 budget allocated across these business strategy categories? (as a %) Mandated investments to meet regulatory/legal requirements 20 Investments to maintain/run existing systems and process 50 Investments to support business innovation 15 Investments to support business growth 15 100%

PART 3: INVESTMENT PRIORITIES How is your 2015 budget allocated across these business Priority within strategy categories? (1=Highest) 12 mths Video Advertising Platforms 5 Programmatic Media Buying 2 Brand Engagement 3 Content Marketing 3 Data Driven Marketing 1 Social Media Marketing/Management 5 Digital Marketing 3 Audience/Behavioural Targeting/Retargeting Personalization 1 SEM/SEO/PPC 1 Business Intelligence 5 Web Content Management/WEM 5 Customer Experience Management Platforms 5 Demand Side Platforms 5 Marketing Resource Management 5 A/B & Multivariate Testing & Optimization 5 IP Location Targeting & Geolocation 2

Priority beyond 12 mths 5 2 3 3 1 5 3 2 2 5 5 5 5 5 5 2

Social Listening & Social Engagement 5 5 eCommerce 3 3 Consumer Behaviour /Customer Retention & Service 3 3 Real-Time Bidding 2 2 Marketing Automation/Integrated Marketing 2 2 Tag Management 5 5 Cross Channel Campaign Management 2 2 Enterprise Feedback Management 5 5 CRM & Loyalty Programs 1 2 Search & Social Ads 4 4 Voice of Customer 4 4 Marketing Cloud Services 5 5 Augmented Reality 5 5 Email Marketing/Affiliate Marketing 5 5 Mobile Applications/Mobile Platforms 5 5 Multi-Channel Interaction 3 3 Social Video Advertising 3 5 Mobile Marketing/Advertising 5 5 Online Reputation Monitoring 5 5 Agile & Project Management 5 5 Display Advertising 3 5 Conversion & Optimisation Tools 5 5 Data Management Platform 5 5 Analytics (Web/Customer/Predictive/Data) 1 5 Marketing Attribution 1 5 How was the perception of customer focused marketing changed within your organisation?

What is the current focus your business takes toward customer interaction?

Which channels for driving customer interaction have been the most successful?

What are other topical areas you are focusing on implementing to increase the effectiveness of your marketing campaigns?

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PART 1: REGISTRATION PROFILE The Absolut Company grew from the success of Absolut Vodka, a unique Swedish vodka that conquered the world on its own terms. In a little more than 30 years, Absolut Vodka has become one of the world’s best-selling spirits and has created a unique legacy of quality, creativity and originality that lives on to this day.

NAME: Leandro Bonoli EXECUTIVE TITLE: Brand Experiences Director COMPANY NAME: The Absolut Company

Born and raised in Brazil, Leandro is a passionate believer that living a story is better than listen to one. Working with spirits brands for almost 10 years, he believes that is time to bring brand values and beliefs to consumer's daily lives through powerful and meaningful experiences. Living in Stockholm with his wife and son, Leandro thinks Absolut is the perfect brand to exercise his creativity.

PART 2: BUDGETING AND SPENDING What is your total budget for 2015?

Less than 10 Million 10-25 Million X 25-50 Million 50-100 Million More than 100 Million Other

How is your 2015 budget allocated across these business strategy categories? (as a %) Mandated investments to meet regulatory/legal requirements 10 Investments to maintain/run existing systems and process 20 Investments to support business innovation 30 Investments to support business growth 40 100% PART 3: INVESTMENT PRIORITIES How is your 2015 budget allocated across these business Priority within strategy categories? (1=Highest) 12 mths Video Advertising Platforms 1 Programmatic Media Buying 3 Brand Engagement 1 Content Marketing 2 Data Driven Marketing 3 Social Media Marketing/Management 3 Digital Marketing 3 Audience/Behavioural Targeting/Retargeting Personalization 3 SEM/SEO/PPC 3 Business Intelligence 4 Web Content Management/WEM 4

Priority beyond 12 mths 2 3 1 2 3 3 3 3 3 4 4

Customer Experience Management Platforms 4 4 Demand Side Platforms 4 4 Marketing Resource Management 3 3 A/B & Multivariate Testing & Optimization 3 3 IP Location Targeting & Geolocation 3 3 Social Listening & Social Engagement 2 2 eCommerce 5 5 Consumer Behaviour /Customer Retention & Service 4 4 Real-Time Bidding 5 5 Marketing Automation/Integrated Marketing 3 3 Tag Management 4 4 Cross Channel Campaign Management 3 3 Enterprise Feedback Management 4 4 CRM & Loyalty Programs 4 4 Search & Social Ads 2 2 Voice of Customer 3 3 Marketing Cloud Services 4 4 Augmented Reality 4 4 Email Marketing/Affiliate Marketing 4 4 Mobile Applications/Mobile Platforms 3 3 Multi-Channel Interaction 3 3 Social Video Advertising 2 2 Mobile Marketing/Advertising 3 3 Online Reputation Monitoring 3 3 Agile & Project Management 3 3 Display Advertising 3 3 Conversion & Optimisation Tools 3 3 Data Management Platform 3 3 Analytics (Web/Customer/Predictive/Data) 3 3 Marketing Attribution 3 3 How was the perception of customer focused marketing changed within your organisation?

We are on this journey, yet, but i can say that Consumer Focused marketing has improved our budget efficiency and the decision making of our 18-24 months plans.

What is the current focus your business takes toward customer interaction? it's one of the key focus of the organisation, actually.

Which channels for driving customer interaction have been the most successful?

Social media and experiential marketing.

What are other topical areas you are focusing on implementing to increase the effectiveness of your marketing campaigns?

Experiences-driven activities.

PART 1: REGISTRATION PROFILE

NAME: Richard Pennant-Jones EXECUTIVE TITLE: Head of Marketing COMPANY NAME: The Co-operative Insurance

Richard joined Co-operative Insurance last year as head of marketing, having spent many years in financial services marketing with Post Office Financial Services. Richard heads up a fantastic team of motivated, can do marketers using data and channel marketing strategies to make real strides in the insurance market. With over 11 years of experience in financial services marketing he’s been able to bring together a wide range of stakeholders to build energetic and successful TTL campaigns to not only propel the businesses forward, but also pick up a few notable awards along the way!! After a fantastic start to this year with a great campaign, this year looks to being no exception.

PART 2: BUDGETING AND SPENDING What is your total budget for 2015?

Less than 10 Million 10-25 Million X 25-50 Million 50-100 Million More than 100 Million Other

How is your 2015 budget allocated across these business strategy categories? (as a %) Mandated investments to meet regulatory/legal requirements 5 Investments to maintain/run existing systems and process 5 Investments to support business innovation 10 Investments to support business growth 80 100% PART 3: INVESTMENT PRIORITIES How is your 2015 budget allocated across these business Priority within strategy categories? (1=Highest) 12 mths Video Advertising Platforms 4 Programmatic Media Buying 3 Brand Engagement 3 Content Marketing 2 Data Driven Marketing 2 Social Media Marketing/Management 3 Digital Marketing 2 Audience/Behavioural Targeting/Retargeting Personalization 3 SEM/SEO/PPC 3 Business Intelligence 3 Web Content Management/WEM 3

Priority beyond 12 mths 4 3 3 2 2 2 2 2 2 3 3

Customer Experience Management Platforms 3 3 Demand Side Platforms 3 3 Marketing Resource Management 3 3 A/B & Multivariate Testing & Optimization 3 3 IP Location Targeting & Geolocation 3 2 Social Listening & Social Engagement 3 3 eCommerce 3 2 Consumer Behaviour /Customer Retention & Service 2 2 Real-Time Bidding 5 5 Marketing Automation/Integrated Marketing 3 2 Tag Management 4 4 Cross Channel Campaign Management 3 2 Enterprise Feedback Management 4 4 CRM & Loyalty Programs 2 2 Search & Social Ads 3 3 Voice of Customer 4 3 Marketing Cloud Services 3 3 Augmented Reality 3 3 Email Marketing/Affiliate Marketing 2 2 Mobile Applications/Mobile Platforms 2 2 Multi-Channel Interaction 2 2 Social Video Advertising 5 3 Mobile Marketing/Advertising 3 2 Online Reputation Monitoring 4 4 Agile & Project Management 4 3 Display Advertising 3 3 Conversion & Optimisation Tools 3 3 Data Management Platform 3 3 Analytics (Web/Customer/Predictive/Data) 3 2 Marketing Attribution 3 3 How was the perception of customer focused marketing changed within your organisation?

People can see that customer focused marketing drives up response rates What is the current focus your business takes toward customer interaction? balanced between online and offline channels Which channels for driving customer interaction have been the most successful? call centre, webchat What are other topical areas you are focusing on implementing to increase the effectiveness of your marketing campaigns? data, media integration

PART 1: REGISTRATION PROFILE The Coca-Cola Company (NYSE: KO) is the world's largest beverage company, refreshing consumers with more than 500 sparkling and still brands. Led by Coca-Cola, one of the world's most valuable and recognizable brands, our Company's portfolio features 20 billion-dollar brands including, Diet Coke, Fanta, Sprite, Coca-Cola Zero, vitaminwater, POWERADE, Minute Maid, Simply, Georgia, Dasani, FUZE TEA and Del Valle. Globally, we are the No. 1 provider of sparkling beverages, ready-to-drink coffees, and juices and juice drinks. Through the world's largest beverage distribution system, consumers in more than 200 countries enjoy our beverages at a rate of 1.9 billion servings a day. Together with our bottling partners, we rank among the world's top 10 private employers with more than 700,000 system associates. For more information, visit Coca-Cola Journey at www.coca-colacompany.com, follow us on Twitter at twitter.com/CocaColaCo, visit our blog, Coca-Cola Unbottled, at www.coca-colablog.com or find us on LinkedIn at www.linkedin.com/company/the-coca-colacompany.

NAME: Guido Rosales EXECUTIVE TITLE: IMC Director – Europe Group COMPANY NAME: The Coca-Cola Company

As advertising strategy and integrated marketing communications director (IMC) for The Coca-Cola Company, Guido is responsible for the development of communications strategies, the creative innovation lab, own media and digital strategies. Previously to joining Europe, he has been leading the IMC organization in Latin America for six years and has led internationally recognized marketing campaigns. Guido’s experience and expertise includes marketing roles in a number of leading industries, serving as Latin America 360 marketing director at Motorola Mobile Devices, marketing manager in Brazil and Argentina and general manager in Chile.

PART 2: BUDGETING AND SPENDING What is your total budget for 2015?

Less than 10 Million 10-25 Million 25-50 Million 50-100 Million More than 100 Million X Other

How is your 2015 budget allocated across these business strategy categories? (as a %) Mandated investments to meet regulatory/legal requirements 10 Investments to maintain/run existing systems and process 20 Investments to support business innovation 5 Investments to support business growth 65 100% PART 3: INVESTMENT PRIORITIES How is your 2015 budget allocated across these business Priority within strategy categories? (1=Highest) 12 mths Video Advertising Platforms 1 Programmatic Media Buying 4

Priority beyond 12 mths 2 4

Brand Engagement 2 2 Content Marketing 1 1 Data Driven Marketing 2 2 Social Media Marketing/Management 2 2 Digital Marketing 2 2 Audience/Behavioural Targeting/Retargeting Personalization 2 2 SEM/SEO/PPC 2 2 Business Intelligence 2 2 Web Content Management/WEM 2 3 Customer Experience Management Platforms 5 5 Demand Side Platforms 5 5 Marketing Resource Management 5 5 A/B & Multivariate Testing & Optimization 2 3 IP Location Targeting & Geolocation 2 2 Social Listening & Social Engagement 2 3 eCommerce 5 5 Consumer Behaviour /Customer Retention & Service 1 2 Real-Time Bidding 5 5 Marketing Automation/Integrated Marketing 2 2 Tag Management 4 4 Cross Channel Campaign Management 3 4 Enterprise Feedback Management 5 5 CRM & Loyalty Programs 3 3 Search & Social Ads 5 5 Voice of Customer 5 5 Marketing Cloud Services 5 5 Augmented Reality 3 3 Email Marketing/Affiliate Marketing 5 5 Mobile Applications/Mobile Platforms 2 2 Multi-Channel Interaction 2 2 Social Video Advertising 3 3 Mobile Marketing/Advertising 2 3 Online Reputation Monitoring 5 5 Agile & Project Management 5 5 Display Advertising 5 5 Conversion & Optimisation Tools 5 5 Data Management Platform 3 3 Analytics (Web/Customer/Predictive/Data) 3 3 Marketing Attribution How was the perception of customer focused marketing changed within your organisation?

Very Positive What is the current focus your business takes toward customer interaction?

High focus Which channels for driving customer interaction have been the most successful?

Supermarkets, COnvenience Stores, Retailers What are other topical areas you are focusing on implementing to increase the effectiveness of your marketing campaigns?

Presision Marketing, Developing own content platforms to distribute mkt content

PART 1: REGISTRATION PROFILE Worldwide, Toyota is the largest automobile manufacturer in the world ahead of the Volkswagen Group and General Motors with production of more than 10 million vehicles. Global player, originally from Japan, Toyota is the most valuable automotive brand ranking #8 (Interbrand report) 338,875 employees worldwide In Europe, Toyota Motor Europe is the Regional HQ in Europe(TME) - 9 manufacturing plants in 7 countries - 31 European Distributors covering 56 Countries - 3000 Retailers (Toyota & Lexus) and ca. 20,000 employees - 850,000 vehicles sold of which 2/3 are made in Europe - +800,000 hybrid vehicles sold in Europe to date [Oct 2014] - 4.7% European market share in 2014.

NAME: Luca Neyroz EXECUTIVE TITLE: General Manager Brand & Communication COMPANY NAME: Toyota Motor Europe

A true European (Italian, born in Paris, living in Brussels, speaking 4 languages). A multicultural communication executive with an all-round experience, having worked firstly on the Ad agency side for almost 20 years (Managing partner at Dentsu and Regional Account Director at Saatchi & Saatchi) and since 2012 on the Client side, as General Manager Brand & Communication for Toyota Motor Europe. At Toyota Motor Europe I head the division in charge of brand management, model launches, media strategies (paid, earned, owned), campaigns development for TV, print, online, social, e-Services, publishing for Europe. My current obsessions: Breaking silos, content bombs, emotional engagement, ROMI (Return on Marketing Investment), and a Connected Consumer Experience. Luca is married and has 3 daughters. In his spare time, he loves travelling, water-sports and skiing.

PART 2: BUDGETING AND SPENDING What is your total budget for 2015?

Less than 10 Million 10-25 Million 25-50 Million X 50-100 Million More than 100 Million Other

How is your 2015 budget allocated across these business strategy categories? (as a %) Mandated investments to meet regulatory/legal requirements 10 Investments to maintain/run existing systems and process 70 Investments to support business innovation 10 Investments to support business growth 10 100% PART 3: INVESTMENT PRIORITIES How is your 2015 budget allocated across these business Priority within strategy categories? (1=Highest) 12 mths Video Advertising Platforms 3 Programmatic Media Buying 1 Brand Engagement 1

Priority beyond 12 mths 3 1 1

Content Marketing 1 1 Data Driven Marketing 1 1 Social Media Marketing/Management 1 1 Digital Marketing 1 1 Audience/Behavioural Targeting/Retargeting Personalization 1 1 SEM/SEO/PPC 1 1 Business Intelligence 2 2 Web Content Management/WEM 2 2 Customer Experience Management Platforms 2 2 Demand Side Platforms 4 4 Marketing Resource Management 3 3 A/B & Multivariate Testing & Optimization 2 2 IP Location Targeting & Geolocation 2 2 Social Listening & Social Engagement 1 1 eCommerce 3 2 Consumer Behaviour /Customer Retention & Service 3 3 Real-Time Bidding 3 2 Marketing Automation/Integrated Marketing 3 2 Tag Management 2 2 Cross Channel Campaign Management 3 2 Enterprise Feedback Management 4 4 CRM & Loyalty Programs 3 3 Search & Social Ads 3 3 Voice of Customer 3 3 Marketing Cloud Services 3 3 Augmented Reality 3 3 Email Marketing/Affiliate Marketing 4 4 Mobile Applications/Mobile Platforms 3 3 Multi-Channel Interaction 4 4 Social Video Advertising 3 3 Mobile Marketing/Advertising 3 3 Online Reputation Monitoring 3 3 Agile & Project Management 3 3 Display Advertising 3 3 Conversion & Optimisation Tools 3 3 Data Management Platform 4 4 Analytics (Web/Customer/Predictive/Data) 2 2 Marketing Attribution How was the perception of customer focused marketing changed within your organisation?

What is the current focus your business takes toward customer interaction?

Priority Which channels for driving customer interaction have been the most successful?

Social & Digital (TV necessary) What are other topical areas you are focusing on implementing to increase the effectiveness of your marketing campaigns?

Progr buying

PART 1: REGISTRATION PROFILE UniCredit Group is an European global banking and financial services company. Its network spanning 50 markets in 17 countries, with more than 8,500 branches and over 147,000 employees. Its strategic position in Western and Eastern Europe gives the group one of the region's highest market shares. UniCredit's core markets are Italy, Austria, Poland, Russia, Southern Germany and Bulgaria. The UniCredit Group has investment banking divisions in New York, London, Hong Kong, Milan, Munich, Vienna, Budapest and Warsaw.

NAME: Arnaldo Transirico EXECUTIVE TITLE: Head of Global Strategic Marketing COMPANY NAME: UniCredit Group

Arnaldo is currently head of global strategic marketing in UniCredit Group. He spent his whole career in banking covering different roles within retail network and head office, both in Italy and abroad. Prior to lead the global strategic marketing department in UniCredit, he headed the affluent segment business for the CEE region of UniCredit supporting 13+ CEE countries to develop affluent segment and product strategy.

PART 2: BUDGETING AND SPENDING What is your total budget for 2015?

Less than 10 Million 10-25 Million X 25-50 Million 50-100 Million More than 100 Million Other

How is your 2015 budget allocated across these business strategy categories? (as a %) Mandated investments to meet regulatory/legal requirements 0 Investments to maintain/run existing systems and process 0 Investments to support business innovation 50 Investments to support business growth 50 100% PART 3: INVESTMENT PRIORITIES How is your 2015 budget allocated across these business Priority within strategy categories? (1=Highest) 12 mths Video Advertising Platforms 2 Programmatic Media Buying 5 Brand Engagement 3 Content Marketing 2 Data Driven Marketing 2 Social Media Marketing/Management 2 Digital Marketing 1 Audience/Behavioural Targeting/Retargeting Personalization 1 SEM/SEO/PPC 3

Priority beyond 12 mths 2 5 2 1 2 2 1 1 3

Business Intelligence 1 1 Web Content Management/WEM 4 4 Customer Experience Management Platforms 3 3 Demand Side Platforms 5 5 Marketing Resource Management 4 4 A/B & Multivariate Testing & Optimization 5 5 IP Location Targeting & Geolocation 4 4 Social Listening & Social Engagement 3 3 eCommerce 2 2 Consumer Behaviour /Customer Retention & Service 2 2 Real-Time Bidding 3 3 Marketing Automation/Integrated Marketing 3 3 Tag Management 4 4 Cross Channel Campaign Management 3 3 Enterprise Feedback Management 3 3 CRM & Loyalty Programs 2 2 Search & Social Ads 4 4 Voice of Customer 1 1 Marketing Cloud Services 3 3 Augmented Reality 3 3 Email Marketing/Affiliate Marketing 3 3 Mobile Applications/Mobile Platforms 2 2 Multi-Channel Interaction 2 2 Social Video Advertising 3 3 Mobile Marketing/Advertising 2 2 Online Reputation Monitoring 2 2 Agile & Project Management 4 4 Display Advertising 4 4 Conversion & Optimisation Tools 4 4 Data Management Platform 3 3 Analytics (Web/Customer/Predictive/Data) 2 2 Marketing Attribution 3 3 How was the perception of customer focused marketing changed within your organisation?

What is the current focus your business takes toward customer interaction?

Which channels for driving customer interaction have been the most successful?

What are other topical areas you are focusing on implementing to increase the effectiveness of your marketing campaigns?

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PART 1: REGISTRATION PROFILE Visa Europe is a payments business, constantly working at the forefront of technology to introduce new, easier, and more secure payment options.

We are a European membership organisation incorporated in the UK, partnering with Visa Inc., but operating as an entirely separate organisation. We provide the brand, systems, services, and rules that help make electronic payments between millions of European consumers, businesses, and governments happen. While we do this, the banks and other service provider members who are members of Visa Europe issue payment cards, sign up retailers, and decide cardholder and retailer fees. Our headquarters are in the UK, but we also have offices in Austria, Belgium, Bulgaria, the Czech Republic, Denmark, Finland, France, Germany, Greece, Hungary, Ireland, Israel, Italy, the Netherlands, Norway, Poland, Portugal, Romania, Spain, Sweden, Switzerland, and Turkey.

NAME: Nick Jones EXECUTIVE TITLE: Head of Digital CSR COMPANY NAME: Visa Europe

Nick leads Visa Europe’s digital corporate communications and CSR work. His digital team manages presences on the web and social media that protect and improve its reputation across its 37 European markets. His CSR team helps young people thrive in the digital economy through financial education. He joined Visa in March 2013 after a decade in public service. He was the head of digital at 10 Downing Street and for the Cabinet Office. His team was responsible for the Prime Minister’s digital communication and engagement across 12 digital channels - from Facebook to Foursquare via Twitter and Pintrest. And, Larry the Cat’s too. He tweets @njones.

PART 2: BUDGETING AND SPENDING What is your total budget for 2015?

Less than 10 Million X 10-25 Million 25-50 Million 50-100 Million More than 100 Million Other

How is your 2015 budget allocated across these business strategy categories? (as a %) Mandated investments to meet regulatory/legal requirements 5 Investments to maintain/run existing systems and process 80 Investments to support business innovation 15 Investments to support business growth 0 100% PART 3: INVESTMENT PRIORITIES How is your 2015 budget allocated across these business Priority within strategy categories? (1=Highest) 12 mths Video Advertising Platforms 4 Programmatic Media Buying 5 Brand Engagement 2

Priority beyond 12 mths 4 5 2

Content Marketing 1 2 Data Driven Marketing 4 5 Social Media Marketing/Management 1 1 Digital Marketing 4 4 Audience/Behavioural Targeting/Retargeting Personalization 4 4 SEM/SEO/PPC 5 5 Business Intelligence 5 5 Web Content Management/WEM 3 3 Customer Experience Management Platforms 4 5 Demand Side Platforms 5 5 Marketing Resource Management 4 5 A/B & Multivariate Testing & Optimization 5 5 IP Location Targeting & Geolocation 4 5 Social Listening & Social Engagement 1 1 eCommerce 3 3 Consumer Behaviour /Customer Retention & Service 4 5 Real-Time Bidding 5 5 Marketing Automation/Integrated Marketing 5 5 Tag Management 5 5 Cross Channel Campaign Management 5 5 Enterprise Feedback Management 5 5 CRM & Loyalty Programs 4 5 Search & Social Ads 3 4 Voice of Customer 3 3 Marketing Cloud Services 3 3 Augmented Reality 3 4 Email Marketing/Affiliate Marketing 5 5 Mobile Applications/Mobile Platforms 4 4 Multi-Channel Interaction 4 4 Social Video Advertising 3 3 Mobile Marketing/Advertising 4 4 Online Reputation Monitoring 1 1 Agile & Project Management 5 5 Display Advertising 5 5 Conversion & Optimisation Tools 5 5 Data Management Platform 5 5 Analytics (Web/Customer/Predictive/Data) 5 5 Marketing Attribution How was the perception of customer focused marketing changed within your organisation?

We are a B2B2C company. Our brand is trusted by consumers but we sell to businesses. So there is a bifocal approach!

What is the current focus your business takes toward customer interaction?

Very targeted Which channels for driving customer interaction have been the most successful? traditonal relationship management, social media (Linkedin) What are other topical areas you are focusing on implementing to increase the effectiveness of your marketing campaigns?

Trying to close the loop between social content marketing and influencers on our customers

PART 1: REGISTRATION PROFILE The Volkswagen Group with its headquarters in Wolfsburg is one of the world’s leading automobile manufacturers and the largest carmaker in Europe. In 2014, the Group increased the number of vehicles delivered to customers to 10.1 million. The Group comprises twelve brands from seven European countries: Volkswagen Passenger Cars, Audi, SEAT, ŠKODA, Bentley, Bugatti, Lamborghini, Porsche, Ducati, Volkswagen Commercial Vehicles, Scania and MAN. Volkswagen Passenger Cars has its own character and operates as an independent entity on the market. The product spectrum ranges from small cars, over midsize cars to luxury vehicles. In 2014, the brand produced around six million cars for customers in more than 150 nations. The goal of Volkswagen Passenger Cars is to offer attractive, safe and environmentally sound vehicles which can compete in an increasingly tough market and set world standards in their respective class.

NAME: Barbara Lamprecht EXECUTIVE TITLE: Head of Brand & Marketing Strategy COMPANY NAME: Volkswagen AG

Barbara started her career as an engineering geologist in the environmental department of Volkswagen back in 1990. After exploring the areas of HR and logistics, she found her true passion in brand management and strategy. Hands-on experiences with these topics in developing and implementing both the Volkswagen Brand Pavilion and the Transparent Factory in Dresden further enlivened this passion. Drawing on these experiences, she subsequently forged first the brand management for Volkswagen Group China and then for Skoda in China. The exciting six years in China coined her perspective on the automotive business heavily as being a highly dynamic and digitally driven one. This perspective Barbara is striving to instill in the headquarters to prepare the Volkswagen brand for the future.

PART 2: BUDGETING AND SPENDING What is your total budget for 2015?

Less than 10 Million 10-25 Million X 25-50 Million 50-100 Million More than 100 Million Other

How is your 2015 budget allocated across these business strategy categories? (as a %) Mandated investments to meet regulatory/legal requirements 0 Investments to maintain/run existing systems and process 50 Investments to support business innovation 25 Investments to support business growth 25 100% PART 3: INVESTMENT PRIORITIES How is your 2015 budget allocated across these business Priority within strategy categories? (1=Highest) 12 mths Video Advertising Platforms 3 Programmatic Media Buying 5

Priority beyond 12 mths 3 5

Brand Engagement 1 1 Content Marketing 1 1 Data Driven Marketing 3 3 Social Media Marketing/Management 2 2 Digital Marketing 5 5 Audience/Behavioural Targeting/Retargeting Personalization 5 5 SEM/SEO/PPC 3 3 Business Intelligence 3 3 Web Content Management/WEM 5 5 Customer Experience Management Platforms 2 2 Demand Side Platforms 2 2 Marketing Resource Management 3 3 A/B & Multivariate Testing & Optimization 5 5 IP Location Targeting & Geolocation 5 5 Social Listening & Social Engagement 2 2 eCommerce 3 3 Consumer Behaviour /Customer Retention & Service 1 1 Real-Time Bidding 5 5 Marketing Automation/Integrated Marketing 3 3 Tag Management 5 5 Cross Channel Campaign Management 5 5 Enterprise Feedback Management 3 3 CRM & Loyalty Programs 3 3 Search & Social Ads 5 5 Voice of Customer 1 1 Marketing Cloud Services 5 5 Augmented Reality 5 5 Email Marketing/Affiliate Marketing 5 5 Mobile Applications/Mobile Platforms 3 3 Multi-Channel Interaction 5 5 Social Video Advertising 5 5 Mobile Marketing/Advertising 5 5 Online Reputation Monitoring 1 1 Agile & Project Management 5 5 Display Advertising 5 5 Conversion & Optimisation Tools 3 3 Data Management Platform 5 5 Analytics (Web/Customer/Predictive/Data) 5 5 Marketing Attribution 5 5 How was the perception of customer focused marketing changed within your organisation? we are the middle of the change What is the current focus your business takes toward customer interaction?

How to increase the customer interaction Which channels for driving customer interaction have been the most successful? digital Marketing/ Social Media What are other topical areas you are focusing on implementing to increase the effectiveness of your marketing campaigns?

Content management/ improving customer journey

PART 1: REGISTRATION PROFILE Since 1927, our Swedish heritage and human-centric focus have shaped who we are.

As such, our founders, Assar Gabrielsson and Gustaf Larson emphasised that everything we do at Volvo Cars must start with people. This principle is more relevant today than ever before. The company’s biggest factories in terms of production volumes are in Torslanda, Sweden and Ghent, Belgium. Volvo Car Group commenced production in factories in China in 2013 and now has production up and running in the Daqing and Chengdu. Volvo Car Group’s head office, which includes units for product development, design, marketing and administration, is located in Göteborg. 465 866 sold cars (2014) 25 673 employees (2014) 2 300 retailers in 100 countries.

NAME: Timo Paulsson EXECUTIVE TITLE: Director Marketing Platforms COMPANY NAME: Volvo Car Group

Timo has been director marketing platforms at Volvo Car Group since May 2014. The department is responsible for the Digital Experience, Customer Relationship Management, Social Media and e-Commerce for Volvo Cars globally. As part of the Volvo Way of going to market: volvocars.com, the car configurator and e-Commerce are three proof points of Volvo Car’s ambition to reach digital leadership. A recent example is the online sales of the all-new XC90 First Edition where all the 1927 cars sold out in less than 48 hours in a simultaneous launch at 29 markets. Prior to this position Timo was responsible for the Ownership Services section 2009-2014, developing and implement services for the car ownership lifecycle towards private and business customers. Examples like Service 2.0 which is launched in more than 40 markets, extended core services like professional car care, wheel hotel, roadside assistance, call center services as well as connectivity offers like the Volvo On Call telematics solution which is active in 19 markets, where Timo was responsible for launching Volvo On Call in US and China during 2013-14.

PART 2: BUDGETING AND SPENDING What is your total budget for 2015?

Less than 10 Million 10-25 Million 25-50 Million X 50-100 Million More than 100 Million Other

How is your 2015 budget allocated across these business strategy categories? (as a %) Mandated investments to meet regulatory/legal requirements 10 Investments to maintain/run existing systems and process 40 Investments to support business innovation 25 Investments to support business growth 25 100% PART 3: INVESTMENT PRIORITIES How is your 2015 budget allocated across these business Priority within strategy categories? (1=Highest) 12 mths Video Advertising Platforms 4 Programmatic Media Buying 4

Priority beyond 12 mths 4 4

Brand Engagement 3 3 Content Marketing 2 2 Data Driven Marketing 2 1 Social Media Marketing/Management 2 2 Digital Marketing 1 1 Audience/Behavioural Targeting/Retargeting Personalization 2 1 SEM/SEO/PPC 3 3 Business Intelligence 3 3 Web Content Management/WEM 2 2 Customer Experience Management Platforms 2 2 Demand Side Platforms 4 4 Marketing Resource Management 4 4 A/B & Multivariate Testing & Optimization 1 2 IP Location Targeting & Geolocation 2 2 Social Listening & Social Engagement 2 2 eCommerce 1 1 Consumer Behaviour /Customer Retention & Service 3 3 Real-Time Bidding 4 4 Marketing Automation/Integrated Marketing 2 2 Tag Management 4 4 Cross Channel Campaign Management 3 3 Enterprise Feedback Management 4 4 CRM & Loyalty Programs 2 2 Search & Social Ads 4 4 Voice of Customer 3 3 Marketing Cloud Services 4 4 Augmented Reality 3 2 Email Marketing/Affiliate Marketing 4 4 Mobile Applications/Mobile Platforms 4 4 Multi-Channel Interaction 3 3 Social Video Advertising 4 4 Mobile Marketing/Advertising 3 3 Online Reputation Monitoring 4 4 Agile & Project Management 4 4 Display Advertising 4 4 Conversion & Optimisation Tools 4 4 Data Management Platform 3 3 Analytics (Web/Customer/Predictive/Data) 2 2 Marketing Attribution 3 3 How was the perception of customer focused marketing changed within your organisation?

More focus on digital and social What is the current focus your business takes toward customer interaction?

Marketing the Volvo way Which channels for driving customer interaction have been the most successful? social What are other topical areas you are focusing on implementing to increase the effectiveness of your marketing campaigns? viral effect