Marketing mag june

MARKETING

Issue No.1 JUNE 2013

MAG

the communication forum for MAURITIAN PROFESSIONALS

Cover image: The winning poster design by Circus Advertising Mauritius for the African Cristal Festival.

CONTENTS Circus, Circus

04 06 08 12 14 18 20

Vino’s ‘ruling’ on awards and much more...

Passion for what you do

“Another area we will focus on is the art of creating awards around the brand, getting closer to customers.”

Here comes the judge

Mauritian agency No.1 in Southern Africa, No. 6 on continent

An association for maketers?

Find out what more than 50 marketing professionals think about setting up an association to set standards and raise the profile of the profession...

Back to the basics ‘We’ve got to listen and engage’

Advice for women entrepreneurs A successful entrepreneur is one who makes it all look easy ...

You can never stop marketing your products

Advice from Microsoft’s Marc Israel

COMING IN THE JULY ISSUE Blast Communication

Strategy

Internet

Skill and Commitment the recipe for success

The secrets of destination branding

Welcome to the giant digital info system

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Marketing professionals are helping to drive the growth of this country, and all have one thing in common – the need to communicate.

Welcome to the first issue of Marketing Mag. It’s about YOU, the professionals in this vibrant, sometimes controversial and always challenging discipline – part-art, part-management, part-science.

This digital publication aims to be the gathering point, or communication platform, for all of us who wish to exchange information, talk about our successes and challenges and network with each other for the benefit of the industry.

At Evann Publishing we pride ourselves in designing innovative publications that are of genuine interest and value to the community they talk to.

So the content and information for Marketing Mag are down to you, the practitioners of marketing.

We know you are passionate about what you do and look forward to you sharing and participating to ensure we can all read the most relevant and engaging content.

opinion

There are thousands of marketing professionals in Mauritius working in a range of different fields: From retail sales, telemarketing, direct marketing and advertising, to customer service, PR, marketing education, research and even product and service development.

Get involved, our door is now open...

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The publisher would like to thank Vincent Montocchio and the team at Circus and the AAAs for offering to provide an original template for the design of this magazine. It was much appreciated.

ADVISORY PANEL Vincent Montocchio - President, AAAs Javed Bolah - President, PRCPA Darlene Lam - MBA

Marketing Mag is published by Evann Publishing.

Moka Business Centre, Moka, Mauritius T: (230) 406 9622 E: marketingmag@evannpublishing.com

EDITOR Mike Lynch Office: (230) 406 9622 M: 4992303 E: mlynch@hatchingsltd.com

GRAPHIC & INTERACTIVE Laurent Desmarais (Piranha Ltd)

PAGE 3 SMILE!

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Evian has brought the dancing babies back for its latest ad campaign, and the video has racked up over 29 million YouTube views in less than a week.

MARKETING MAG - Issue No.1 June 2013

03

AGENCIES AT WORK

CIRCUS! CIRCUS!

Mauritian agency No.1 in Southern Africa, No. 6 on continent No wonder they’re smiling. The team from Circus Advertising have notched a remarkable double at the recent African Cristal Festival in the Ivory Coast. The festival gathered together the great and the good from the media and marketing communications industry throughout the continent.

The agency was ranked sixth in the whole of Africa, beating out some big names in the world of marketing communication, and then capped a memorable performance by being ranked No. 1 in Southern Africa. Top agency in Africa was Havas Tunisie.

Along the way, Circus picked up two Emerald (bronze) awards for work for their client Orange and a Sapphire (silver) for a My-T campaign for Mauritius Telecom. In Abidjan to pick up the awards was Creative Director Fabrice Thevenet, who admits he was “shocked” – pleasantly, of course – by the accolades accorded his agency.

us because the way the competition was structured, the judges were looking for a high level of creative consistency, which we achieved.”

Fabrice is quick to point out that the awards were not for an individual “but for the whole team at Circus.

In fact, we are more than just a team, we are a family, and very, very proud to be Mauritian”.

Even before the festival took place, Circus had signalled its intent by winning a competition launched by the organisers to produce a poster for the festival. Their winning design, which was also used on all African Cristal Festival promotional material, was chosen from among 125 agency entries.

A great win for Circus and a proud moment for the Mauritian marketing communications industry.

Fabrice Thevenet

“We were up against the big boys,” he told Marketing Mag. “Some of the agencies present there have won top awards in Cannes and many of them have huge budgets for their campaigns.

“I was chatting on my mobile with Vincent (Montacchio, head of the agency) in Mauritius as I sat in the audience when they were revealing the winners. You can imagine my absolute astonishment when I saw the name Circus and we were named sixth in the whole of Africa. Then we were named as the top agency in Southern Africa. It was amazing.

Some of the agencies behind us in the rankings have been our references.”

“I think it is even more rewarding for Part of the My-T campaign for Mauritius Telecom.

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MARKETING MAG - Issue No.1 June 2013

“You can imagine my absolute astonishment when I saw the name Circus and we were named sixth in Africa�

- Fabrice Thevenet

AGENCIES AT WORK

Here comes

the Judge

Vino Sookloll, CEO & Executive Creative Director of Cread+Draftfcb (Mauritius), was awarded a singular honour when he was chosen as one of the 16 judges for the first African Cristal Festival.

The event, held in Abidjan, Ivory Coast, was billed as the first “Summit for Media & Communication” dedicated to the African continent.

“I was absolutely delighted when invited to be part of this amazing experience,” says Vino. “It was a great honour for me, my agency, and of course for Mauritius.”

The African Cristal Festival brought together a wide cross-section of the entire media & communication industry to network and to promote regional culture through dedicated competitions, conferences and debates. Three Mauritian agencies were represented: Cread, Circus and Maurice Publicite.

“It was a really great event,” says Vino, after having travelled for 23 hours to get back to home base. “The quality

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MARKETING MAG - Issue No.1 June 2013

Vino’s ‘ruling’ on awards and much more... of the work was excellent; higher than I expected.

“It was a very professional jury, some members were even previous Lions winners from Cannes, and the Cristal organisation was there to make sure we followed the judging guidelines.”

Entries came from throughout Africa, with agencies from the north of the continent, such as Tunisia and Egypt, dominating the contest prizelist both with the quantity and quality of their work.

According to Vino, digital media has most definitely emerged on the African continent. “What was striking was the prominence of integrated campaigns, with agencies using traditional media but also bringing everybody online through social media sites such as Facebook.

“I can tell you that there is no shortage of creativity in Africa when it comes to using online media. We are on a par with Asia and Europe.”

The Cread boss stresses that Mauritian agencies should take advantage of online media as it is affordable and is

a perfect platform for creativity and innovation. And with Circus picking up awards in Abidjan, “this will give Mauritius exposure on the African continent,” says Vino.

“There are huge opportunities in Africa for professional and creative Mauritian agencies. Our costs are certainly affordable for the African market.”

That’s why he is urging marketing communications agencies here to participate in the Cristal Festival, which next year will be held in the Kenyan capital, Nairobi.

“The festival can be a real showcase for Mauritian professionals and I would love to see more agencies from Mauritius taking part in 2014.”

As Vino Sookloll points out, the festival took place at a time of rapid and revolutionary change in the business, as was clearly evident during the Abidjan gathering.

“The phrase ‘advertising agency’ is almost as dead as the Dodo.

Buisinesses like ourselves are multidisciplinary, we are marketing communications agencies,” he says.

“We spend time with the client, analyse the problem and strategy, and produce solutions. We think creatively and innovatively for them.”

In the old days, he recalls, clients used to knock on his door with their product or brand and carried with them a simple instruction – “go and sell it to customers”.

Even now, clients come forward with products that are not relevant to the market and still expect results.

But the world has moved on. For Vino, it’s about doing the creative work – before the creative work. “By this I mean we have learned to rethink the product, look for its values with a target audience that shares these values. A perfect example of a brand and its marketing communications teams who know their potential customers intimately is Harley Davidson. Harley customers have a particular mindset which the brand addresses.”

Advertising is only one of the tools in the box, he adds. Just as top chefs use various knives for different tasks, marketing communications agencies must use different tools to achieve a specific outcome. “In this business, we have to take a 360-degrees look at the product, the brand.

“Social media is a new medium in the mix, but we still use all the tools that are available, including traditional media when the situation demands it.”

And make no bones about it, “it’s a war out there. People are still thinking along traditional lines, and even known brands are struggling, and some are even in danger.

“Many clients still think they have an advertising agency just for advertising, but in this world today you have to stand out; you have to be there and be seen.

For that you have to be innovative and creative. A good agency knows the target audience inside-out and has all the resources at its command to deliver successful outcomes.

“Many clients hire marketing people, some straight from university, who have no real knowledge about what’s

happening on the ground. They need help, they need experienced people, so a good agency can be the brains behind the client’s marketing team… a back-office if you like.

“We spend time with the client, analyse the problem and strategy, and produce solutions. We think creatively and innovatively for them.”

The Cread founder admits that a miniexplosion of small advertising agencies in Mauritius over the past few years is having an impact.

“There is a crisis. Clients want more for less in advertising and marketing communications. They are reducing budgets, but want more in return. Many smaller agencies are offering cheap prices to entice clients to think about them, so brands can be threatened.

“It’s just like someone who is sick but instead of going to a specialist medical person decides to visit the pharmacy and explain the symptoms. He is given a pill, but what provoked the sickness won’t go away. Had the person visited a specialist in the first place, the sickness could have been cured.”

In his opinion, small agencies, some with little experience or knowledge of the Mauritian market, are like pharmacists while highly experienced marketing communications agencies are the specialists. “We prescribe durable remedies for clients.”

Vino Sookloll doesn’t shy away from making bold and sometimes controversial remarks. But if the world of marketing communications is to thrive and prosper here, the opinions of experts such as him are always worth listening to and learning from.

As his jury profile for the African Cristal Festival says, “Made in Mauritius and still under construction.”

MARKETING MAG - Issue No.1 June 2013

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AGENCIES AT WORK

‘YOU HAVE TO HAVE A PASSION FOR WHAT YOU DO’ In the early days of the Association of Advertising Agencies (AAA) in Mauritius the focus was on making the sector more professional, drawing up some rules.

“The association was started by a group of people who were really passionate about the work and were keen to see the industry improve and be more professional,” explains Vincent Montocchio, present President of the AAAs. “They set up as many things as they could to reach these goals, for which we are all very grateful.”

A landmark for the association was the launch a couple of years back of a revised Little Red Book, basically a code of ethics to be followed by all members, which at the moment stands at 18 with a few more in the pipeline.

“It’s about showing that we try to do everything with professionalism and respect,” says Vincent.

Raising standards of professionalism and creativity is very much part and parcel of the AAAs’ mission. To that end, the Flame Awards were started, showcasing the best of marketing communication both in Mauritius and the region. Unfortunately, they were dropped for a few years, but the plan is to resurrect them in Mauritius before the end of this year.

Of course, the world of marketing communications has moved on, keeping pace with a fast-evolving environment and major advances in technology, particularly in the area of social media.

The AAAs has also moved on.

Vincent has been running the show, with the help of his committee, for the past year or so. “You have to have a love for what you do in this business. We want to make the industry respected, to create better work, attract young and creative talent, and make people working in the industry proud of what they do.

“And while the association also aims at defending our own territory, we like to stress the importance of communication to the rest of the market, which is very important.”

VINCENT MONTOCCHIO

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MARKETING MAG - Issue No.1 June 2013

The awards were not just about backslapping and having a major party.

Vincent explains: “Awards are at the core of the industry throughout the world. They create competition and inspire better work. Without a doubt, awards are the motor which makes the industry raise the level year after year and enhance the standard of marketing communications.

“We always invited internationally respected judges to spend a few days here and discuss the entries with agencies and marketing managers.

They also helped identify upcoming trends in the industry.

“Our plan for this year, maybe in September/October, is to bring in high-level experts and also people from Mauritius, as we do a lot of good things in this country. We will have conferences and discuss the state of the industry, and also assess the entries for the awards.”

An important area for the awards is the low-budget category, which will be open to marketing communicators throughout the world. It was an area which was extremely vibrant when the awards were last held.

“This category is a great example of how you don’t need a big budget to make big ideas work; you don’t need millions of dollars to make great adverts,” says Vincent.

“It places the idea at the heart of the issue, even when there is a tight budget, which is very relevant to our country. In the past, the entries have shown us that the creators had an amazing level of understanding about communication and its purpose.

“Another area we will focus on is the art of creating awards around the brand, getting closer to customers. This includes activation at the point-of-sale, street marketing, ‘guerilla’ tactics and of course digital communication and Internet communication.

“But more than anything else, the awards help reinforce our passion for what we do, our enthusiasm, and our desire to do the right things.”

“Another area we will focus on is the art of creating awards around the brand, getting closer to customers.”

Another project on his list is to record the evolution of advertising in Mauritius. Late last year the association took part in a communications exhibition at the conference centre in Pailles and mounted an on-screen display of adverts throughout the years. It was a major success and fully repaid the efforts of pulling it all together. Now the plan is to engage a Facebook page to make a timeline of the history of Mauritian advertising, updating it regularly to chart the path of marketing communications in the country.

“We must always remember where we come from,” says Vincent. “And we should never forget that the whole idea is to connect with people.

The Facebook timeline would be a simple and direct way to connect with people, show them what has been done in the past and what is being done every day in the world of communications.”

And talking of communication, the AAAs boss is well aware that his association needs to catch up with its own message. This year will see a new website as a top priority, put together by one of the association’s more recent members.

“The association is changing and reflects the new media and what is evolving in marketing. We have as a member one digital agency, which does web strategies, web communications, and development, the same way in which a marketing communications agency does global communications strategy and creation.

are in the broader communications sector,” adds Vincent.

An area of contention for many agencies is “pitching” for business which, says the AAAs chief, can create friction between clients and agencies. Issuing a guide which is internationally recognised will help.

“We have been working on this for a while and I am glad to say we are in the home stretch. We have partnered with an international organisation and their procedures for ‘pitches’ which are very clear and allow no room for misunderstanding.

“It’s about working together with clients, explaining to them what is a good way of making a pitch, when to do a pitch, why you must do a pitch, how many agencies to invite, what are the procedures, what is a good timeline.

“Putting all this together has been huge work, but we are nearly there, and I am sure it is something which will help, in a straightforward manner, the whole issue of client-agency relations when making pitches.”

The remainder of 2013, then, promises to be a busy one for the AAAs. And the message from its president is quite clear: “We want to be a completely open organisation which welcomes new creative people who are passionate about what they do, and we want to give value to everything that makes our industry so vibrant and dynamic. That’s the schedule.”

“We also now have an events/PR company, a pure PR company, and more are coming. In this industry, it’s a reality that we are no longer just in the advertising business – we

MARKETING MAG - Issue No.1 June 2013

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AGENCIES AT WORK his experience at Publico (1976-1987) until the creation of Logos Publicity on November 17, 1987.

Better late than never...

This magazine was just a twinkle in our publisher’s eyes, but now we have the opportunity to mark the 25th anniversary of Logos Publicity. Better late than never.

Logos brought together media representatives, customers, partners, advertisers, some relatives and employees to celebrate the event late last year at Clos St. Louis. Jacques Maunick, master of cérémonies, outlined the career of Logos Director Cyril Palan since his childhood in Mont Roches,

The early days were difficult due to the socio-political situation of the time, prejudices and other lobbies. Despite this, Cyril was able to brave the waves and get his head above the water.

During the event, Logos recognised 25 individuals and companies who have supported them for the past 25 years ; each received a customised trophy. They were: Suren Cheekhooree (Mopirove Ltd), Vincent Ah Chuen (ABC Group), Rodney Curpanen, Jacques & Viviane Maunick, Ananda Rajoo, Anand Dulloo, Marc Dalais (former manager of IBL), Denis Ithier (La Sentinelle Ltd.), Adeline de Souza (Le Mauritius Ltd), Vishnu Seewooruttun, Cassim Manjoo, Total Mauritius Limited, Airports of Mauritius Co. Ltd., Vino Sookloll (Cread), Nizaar Dowlut (Poster Graphics), Mervyn Hoist (Seven Amps), Vidoola Gooriah (Continental Outdoor), Aradhna Boodhoo-Laumond (Caudan Waterfront), Tilak Fernando (Phoenix Insurance), Jean-Paul Lee (Eau Val Ltée – Valsping), Swaley Peerkhan (Sims Group), Mauritius Broadcasting Corporation and three employées – Michael Li, Ferood Rujid and Rajesh Gopee.

RESISTING THE USUAL AT REDHOUSE ‘Des idees qui font des marques’ is the norm for this couple During the past 14 years, the advertising strategies and designs conceived by RedHouse, whose philosophy is to create “des idées qui font des marques”, have actively contributed to the construction of some strong brands on the local market.

To name but a few, there’s Bois Chéri tea, Tropic peanuts, Casela, Rhum St.Aubin, La Prudence Mauricienne, Biscuits Manioc, Mission Verte, Esp landscapers, Albatross, Ravior – and continuity in the fame of international brands such as AVIS, Caltex, Baker’s, Everial, Kleenex, Blendax…

The agency’s work has been recognised by the sector for its creativity and it is regularly rewarded by receiving local and regional awards. RedHouse’s tenth anniversary was marked with an affiliation to the international Young and Rubicam network, and embraced fully Y&R’s motto to “Resist the usual”. Y&R is part of the WPP group, the world’s largest communications company, thus giving RedHouse access to unlimited resources and expertise.

With its 465 offices worldwide in 90 countries, Young and Rubicam brands offer services such as advertising, media investment management, information insights & consultancy, public relations & public affairs, healthcare, branding & identity, direct, promotion and relationship marketing, and specialist communications.

REDHOUSE Y&R is owned and run by the two principals Helder and Nadine de Oliveira Filipe, both graduates of Wits in South Africa where they obtained a National Diploma in Graphic Design. Helder then went on to obtain a Bachelor in Paper Engineering, submitting a thesis on the use of recycled and recyclable material for packaging.

Nadine obtained her Bachelor in Brand identity and strategy.

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MARKETING MAG - Issue No.1 June 2013

They both worked for 10 years in South Africa, on designs and campaigns for brands such as British Airways, Colgate, Edgars, Jet Stores, Smithkline Beecham, SC Jonhson, Bayer and Nabisco.

Recently, RedHouse Y&R’s expertise was sought in Mozambique where Helder was invited to speak at a conference on the “Challenges of design in Africa”. This two-day conference was organised by ISArC (Insitute Superior of Arts and Culture) and was attended by students of the Faculty of Design and Communication and industry professionals.

The conference was an opportunity for exchange and exploration in the creative sphere and received positive media coverage. Mozambican daily newspaper “Ponto Certo” reported: “Africans must find their own creative solutions: The Institute Superior of Arts and Culture (ISArC) held its inaugural class of the academic year 2013, in a conference held by Helder Filipe, one of the greatest creatives of Africa.

“Under the title ‘Challenges of design in Africa’, Helder Filipe said that African designers must find African solutions to solve the problems of their continent. Addressing the academic community of ISArC, the speaker said that the problems faced by the Africans are the same in all countries.

“He encouraged the academic community to: embrace the challenges in the world, such as globalisation, cultural changes, technological development, among others; and value the continent’s intellectual heritage.

“Designers, he said, must seek solutions, not only for their problems, but for the whole of Africa; promote debate, develop and boost creativity for the rebirth of great work on the continent; ‘and to bring answers we must be able to create, not copy’. He called for the designers and professionals of the industry to work with passion and integrity as this will determine the success of brands…”

A MINUTE FOR MARKETING

Keep it real, keep it Mauritian “The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.”

Peter Drucker You can put the most expensive make-up on a corpse but this will not bring it back to life.

Deyan Ristic Strategy, Ideation, change E: dvr@deyan-r.com

The world is brimming with marketing innovation.

Every year we have a myriad of new marketing techniques and solutions. Some of them are simple, flash-in-the-pan gimmicks, others are serious contributions to the development of the marketing body of knowledge.

It’s not easy for a marketing professional to keep up with all the developments, particularly when it comes to innovation linked to technology. The WorldWide Web has introduced completely new marketing fields and dramatically transformed the existing ones.

Anyone in marketing communication will tell you they are struggling to really comprehend and catch up with the fast-moving world of social media.

Those involved in customer service or sales are trying to integrate their existing processes and people with the technological advancements. Sales people with PDAs are not a novelty anymore and a call centre operator recognising the client’s incoming phone number is almost a standard.

Whichever field of marketing you’re in, or whether you’re keeping pace or simply struggling to survive, there is no point in becoming more efficient, capable, snazzy, networked or visible if the clients do not really need your products or services.

The key to marketing success remains in satisfying the NEED of potential customers. Of course, with all the smart, innovative techniques the market can be “manipulated” into wanting a product they don’t need, but this is an uphill and expensive task and success is often short-lived.

Marketing practice in Mauritius has developed greatly in the past few decades. We keep abreast of overseas developments and more often than ever before we dare to design new local brands, innovate new products and services and develop locally relevant training materials.

But at times I fear that in the discipline of knowing our customers we may actually be regressing. When the market and the firms were smaller, the family that was running the business knew their customers intimately.

Often their customers were part of an extended family or friends and friends of friends.

Today the companies are much larger, their client base often vast, and the competition much fiercer. Developing new products and services based on the opinion of a few people in our immediate circle of influence does not make much sense.

Blindly imitating overseas marketing development can be equally treacherous, as many of the products and services sold in larger overseas markets were not designed with a Mauritian customer in mind.

This challenge does not have a one-size-fits-all solution, but getting to know the customers and their needs well is a great place to start.

So while we continue pushing forward in the development of marketing practice, it may be best to stay rooted in the foundation of our profession: know the customers well enough to understand what they need, select the product/service to meet that need and only then use the best marketing techniques to make them want it as well.

It should sell itself.

MARKETING MAG - Issue No.1 June 2013

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OPINION POLL

DO MARKETERS NEED AN ASSOCIATION?

In putting together this first issue of MARKETING MAG, we polled nearly 50 marketing professionals and over 90% of them believe that Mauritius needs an umbrella marketing association.

Here in Mauritius there are associations for public relations professionals and advertising agencies, who are all part of the wider marketing professional mix.

Many of those polled pointed out that a marketing body could provide networking opportunities, training, and business guidance, while becoming the depository of communications on industry trends and information. It could also be the “voice� of the industry.

Maybe most importantly, though, it could set standards across the sector, thus advancing the status of the profession.

What do you think? Send your views to mikelynch796@gmail.com

Some of the comments from our poll Bruno Bouchet, Branch/Agency Business Development Manager, Anglo-Mauritius

in many ways. It should be a registered body with academic institutions as well as the private and public sector to enhance applied marketing and not theory.

In this competitive world, most companies need to produce more sales since sales are the heart of the business.

Cora Korimbocus, Manager, Publico.

Nathalie Job, Director, Analysis Research We were thinking about a marketing club last year but the problem is that the professional profiles are so diverse that I am not sure that a simple association would find common interest for its members. Can the members discuss professional issues with people they would consider competitors?

Yaj Busawon, B-Tech (Hons) MBA, Senior Manager at BAI Co (Mtius) Ltd. ...Had we had one registered association in Mauritius it would have been very beneficial for the local market 12

MARKETING MAG - Issue No.1 June 2013

General

I think that it is high time for marketing people to have an association, just as accountants have the ACCA. Marketing people already have their place in the boardrooms so they need a platform to share the local experiences.

Colin Hand, market research professional, who lives in the UK. From my view from the UK, a body of willing professionals coming together to enable outreach or dialogue, knowledge exchange and industry views can never be a bad thing.

Michele Smith, Director, Groundwork Ltd. I think that we definitely need to have a professional and serious association for marketing professionals.

The objectives: 1.

Create value and respect for the profession

by creating standards and a code of ethics 2.

Create a platform where marketing

professionals can meet and share knowledge

and expertise 3.

Provide training forums (local and international experts)

NO

However, it would do no harm to have an association to set standards, but it depends who is controlling it.

In sales there are two ways – modern and old. So it depends who is in the association. I find it difficult to change the mentality of people using old-fashioned techniques.

MCIM,

2%

Every person involved with sales management will have his own style and motivational techniques. I am not going to reveal how I do business because this is how I make my living.

DipM

YES 93%

I find that often in Mauritius marketing/sales/ advertising and communications efforts tend to be treated as the same thing (particularly marketing and sales) and the strategic and long-term benefits and impacts are undermined.

I also feel that advertising agencies in Mauritius seem to have more clout than marketing professionals which I suppose illustrates to what extent marketing is undermined as a function. Though this is changing slightly, there is still a mind- shift needed before the marketing function and marketing professionals are recognised and respected.

Would be happy to see if I can help.

The value of professional bodies In many parts of the world, marketing associations provide a valuable platform to raise the professional profile and stature of marketers, setting recognised standards, and adhering to an accepted code of ethics.

What follows is a selection of the major established marketing bodies and their raison d’etre.

DON’T KNOW

The leading organisation for marketing professionals in Australia, the Institute’s record of service to the marketing profession goes all the way back to its origin in 1933. Over the intervening years it has continually evolved to meet the changing needs of marketers, delivering services to help members maximise their professional growth. Today the AMI represents professional marketers throughout Australia, including practitioners from all marketing functions and industries.

5%

Australian Marketing Institute

The confederation defends that mission by defining the standards for marketing education and training in Europe, with qualifications that are comparable and recognised across borders.

European Marketing Confederation This is the umbrella organisation for marketing, sales and communication associations in Europe. operating since 1960s, its mission is the promotion and the development of marketing as the fundamental business process leading to economic growth and prosperity.

Marketing Association of South Africa Provides a representative voice for organisations and individuals within the South African marketing industry. The association seeks to provide

leadership, mentorship, support and guidance to the industry and promotes the concept of selfregulation, independence and credible research and professional and ethical marketing practices encapsulated through the chartered marketer and marketing practitioner designations.

The association is actively involved in influencing national policy, legislation and strategy on marketing and related business issues.

American Marketing Association This body is one of the largest marketing associations in the world, with over 30,000 members who work in, teach and study the field of marketing. The AMA provides access to a vast body of marketing knowledge, high-quality training programmes and tools, exposure to leading-edge thinking, and a wide variety of opportunities to interact with the global marketing community.

Being a member of the AMA offers comprehensive, timely information and perspectives that you won’t find anywhere else, along with the resources, tools and connections to help your career flourish in the marketing community.

Chartered Institute of Marketing, UK High standards of quality and integrity are vital to the success of the marketing profession. So maintaining, developing and setting standards within the industry is a key part of the Institute’s work.

All its members are expected to adhere to a Code of Professional Practice, which requires marketers to be honest, legally compliant and up-to-date.

Drawn up after extensive research with employers and leading academics, the Institute’s Professional Marketing Standards clearly show the skills expected of marketing professionals at every stage of their career. These standards are designed to help both marketers and their employers assess competencies and training needs.

The eMarketing Association (eMA) This is the world’s largest international association of emarketing professionals. Members include governments, companies, professionals and students involved with the emarketing arena.

The eMA provides marketing resources, services, research, certifications, educational programmes and events to its members and the marketing community. The eMA works with a number of organizations, companies and governments on issues related to eCommerce, multi-channel marketing and legislative issues.

The eMA has members in over 45 countries around the world, and sponsors or manages over 30 events a year. Over 3,000 marketers have enrolled in eMA online courses and thousands of eMarketing professionals and students have achieved certification status.

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PRs AT WORK

Back to the basics

‘We’ve got to listen and engage’ Javed Bolah has been re-elected for a second term as President of the Public Relations and Communication Professionals Association of Mauritius (PRCPA). Vice-President – Media and Communications at British American Investment, he takes the helm again in the midst of revolutionary change in the delivery of communications and explains some of the challenges faced by the profession today – and tomorrow.

Q: A:

Tell us about the association

It’s a very young organisation started by some professionals in the PR sector in 2008. The main objective was to create a platform for communications professionals working in Mauritius. This had been tried previously on several occasions but didn’t quite work out.

The present association was created under the umbrella of the Public Relations Institute of Southern Africa and the Public Relations Society of India. It originally had about 20 members. It was launched with the aim of bringing professionals together, helping them share their experiences and knowledge, and also collectively identifying global trends within public relations.

It also had the task of seeking out training possibilities for members.

Q:

What changes have you made since you were elected in 2012?

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A:

The most definitive and noticeable is our rebranding, with the outward sign of that being a new logo, or visual identity, to make it more modern. This implied that the PR industry had to turn a new page in the way it works; the world had changed while PRs were continuing to work in their traditional ways.

We needed a new platform to reflect the desire to re-align ourselves to what was happening internationally. The rebranding was, if you like, our expression of our willingness to do this.

The choice of the new logo, hopefully, reflected modernity, especially in terms of the radical changes that were taking place in this sector. We had to get the message across that things would never be the same again for PR practitioners, pushing members to think differently about what was expected of them and their attitudes to the profession as new technology, including social media, impacted on the world.

Q:

Are you one of the many who believe that the days of the printed media, such as newspapers and magazines, are numbered.

A:

Not at all. While the new social media technology was like a cold shower for many communicators, there is a misconception that people were beginning to stop reading newspapers. This is not true. Newspapers are still one of the most credible sources of information.

In a global survey carried by Weber Shandwick in 2011, it was found that even if the flow of information goes faster through social media and other new channels, newspapers were still ranked No. 1 for credibility; people trusted newspapers more.

At the same time, it was found that social media was not too far behind and is rapidly catching up, especially Facebook which is a very powerful “word of mouth” platform. On Facebook, people do listen or read about other people’s experiences about a particular product or service.

Q: A:

Why is social media gaining more credibility?

It gives the individual a platform to express himself or herself directly to the world. There’s faster access than going to a newspaper. Of course, there is an inherent danger here as there is no way to check the provenance of the information carried on such channels as Facebook. PRs using social media have to be aware of this.

At the same time, the adoption by PRs of social media is inevitable, especially as we are now stepping into the screen era.

Q: A:

Explain what you mean by “screen era”?

What I am talking about here are hand-held devices such as tablets, I-pads and smart phones, and there are now smart TVs here where you can log on to the Internet on your TV screen. The screen mindset changes the behaviour of people towards news; newspapers and the like come at specific times whereas the latest digital usage patterns show that consumption of digital content is 24/7. There is now a very first-hand approach to news.

There are more than 5 billion pieces of content on the Internet – web links, news stories, blogs, photos, etc, which are shared online every week. That’s right, every week. An average Facebook user spends at least one hour per day on it and there are 500 million users worldwide; in Mauritius the figure is about 300,000.

For people like PRs, this is obviously the way to talk to the audience – it’s cheap, fast and users can share the information and we can get feedback quickly. An increasing number of people – 150 million worldwide – access Facebook on their

phones, a trend which also applies to Mauritius. Indeed, globally 50% of Facebook users check it when they wake up in the morning, and 50% of all Facebook users get their news from it.

People think digitally before making decisions on the products and services you are offering. They hunt around for more information from friends on Facebook etc.

Q: A:

What’s the impact on the profession?

Because of all the changes in the way people gather information, the role of PRs is going through a major realignment.

There’s a new world, a new audience, information overload, and less control. And so for PRs to get their messages across, they have to use social media.

But in my view, PRs have two options, either add to the information overload – or go back to basics, be simple and authentic. Option two is the most sustainable approach for the long term; for me, this is the future. Global surveys have shown that those who have developed ways to listen and engage with their audience online have the most success. This is called the “listening DNA”.

The best approach to this whole new world is to keep it simple, listen and engage. Doing this will give PRs the right trust dividend.

Q:

So what are the challenges for you as president of the association?

A:

It’s my mission to see how best I can bring all this knowledge to my members. With this in mind, we are directly affiliated to the Global Alliance for Public Relations and Communications Management, which is the world’s largest communications body. This gives us access to huge resources – data bases, case studies, reports, etc. In a word, knowledge.

It will help us improve our standards and positively contribute to the practice of communications management and its credibility. We are bound by the Global Protocol on Ethics, which is approved by all the members of the Global Alliance, with integrity as a professional value.

In the case of our association, we have adopted this but customized it to fit the local market to ensure that all PRs are acutely aware of local cultural sensitivities and take them into consideration whenever they are communicating.

MARKETING MAG - Issue No.1 June 2013

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PRs AT WORK

Meet the

2013 committee The Public Relations and Communication Professionals Association (PRCPA) has elected its new executive committee for 2013.

From left to right: Yasheel Jingree of Kross Border (Treasurer), Deepak Ramsurrun of Mauritius Telecom (auditor), Ludovic Thanay of the Mauritius Revenue Authority (Assistant Treasurer), Azaghen Vencatapillay of Transparency Mauritius (auditor), Tasleemah Joomun of Livecomm (Assistant Secretary), Javed Bolah of British American Investment (President), Alexandre Laridon of Korec Consulting (Secretary) and Kevin Obeegadoo of IMS (Vice President).

During the annual general assembly held at the Flying Dodo Restaurant in Bagatelle on April 19, Javed Bolah of British American Investment was elected as the president for the second consecutive year.

The 2013 executive committee has a new vicepresident, Mr Kevin Obeegadoo (IMS Mauritius).

Alexandre Laridon (Korec Consulting) was elected as secretary and will be supported by the new assistant secretary Tasleemah Joomun (Livecomm).

Treasurer Yasheel Jingree of Kross Border was also reelected for a second mandate. He will be assisted by a new Assistant Treasurer, Mr. Ludovic Thanay (Mauritius Revenue Authority). The PRCPA also appointed two new auditors, Deepak Ramsurrun (Mauritius Telecom) and Azaghen Vencatapillay (Transparency Mauritius). “This year, the PRCPA will focus on seeking training opportunities by working closely with organisations abroad that are willing to share best practices, latest tools and techniques. Local and international speakers will be invited to share their knowledge with the members of the association,� said Javed Bolah.

The PRCPA was created in 2008 and is affiliated with the Global Alliance for Public Relations and Communication Management. The association has as patrons the Public Relations Society of India and the Public Relations Institute of Southern Africa.

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PRESS

OFFICE Video of Jamel Debbouze gets 143,000 views A video of comedian Jamel Debbouze, recorded just before his departure from Mauritius, has been viewed by around 143,000 Mauritians since it was uploaded on Facebook on March 18.

The number of Mauritians on Facebook is currently estimated to be around 300,000; this figure therefore represents close to half of the Facebook users in the country.

The video, which lasts 13 seconds, was taken at the airport in Mauritius a few minutes before the artist boarded his flight. It shows Jamel thanking his fans and promising that he will return.

The comedian was in Mauritius in March for two shows organised by Marcom, a subsidiary of British American Investment, and Live Nation, a world leader in entertainment. Both shows were sold out within a few hours.

JAVED BOLAH

Best slogan for Rodrigues wins first prize The winner of the third Facebook competition organised by Le Voyageur Travel & Tour received his prize during an event held at Solis Indian Ocean, the company that has been managing the travel agency since the start of the year.

The aim of the latest competition was to find the best slogan to describe the uniqueness of Rodrigues, inCreole. Mr. Laurent Montaigne won the prize of two plane tickets to Rodrigues and a four-night stay at Cotton Bay Hotel thanks to his slogan “Natir Vré”.

“Social networking sites like Facebook are excellent platforms for such competitions. Le Voyageur Travel & Tours is the first travel agency to have such a large Facebook fan following which now stands at 14,000,” explained Mr. Fabien Lefébure, CEO de Solis Indian Ocean.

Le Voyageur Travel & Tours had previously organised two other very successful competitions via Facebook. In 2011, the company launched a writing competition, in collaboration with the Institut Français de Maurice. Participants had to write a short text about their dream voyage.

In 2012, the second competition, which focused on photography, was launched with the support of the Mauritius Tourism Promotion Authority. Based on the theme “Mauritius by the people”, the competition aimed at encouraging amateur photographers to show their talent through the most beautiful picture of Mauritius.

JAVED BOLAH

MARKETING MAG is offering public relations professional a unique opportunity to display their work – whether it’s press releases, news of communications campaigns, or client insights, we will dedicate a slot in every issue of the magazine.

All you have to do is tell us about it. Got new staff onboard, a new client, a campaign you are particularly proud of... We want to know. And don’t forget, if you want to include a photo please do so.

Simply email Mike Lynch at the following address, or give him a call. mlynch@hatchingsltd.com Mobile: 4992302 MARKETING MAG - Issue No.1 June 2013

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PRs AT WORK

Advice for women entrepreneurs A successful entrepreneur is one who makes it all look easy as she juggles her life between being a wife, sister, friend, mother – and entrepreneur.

According to Georgina Ragaven, a woman who decides to become her own boss needs to be a force to be reckoned with.

up and educated in the UK where she met her Mauritian husband, and after their studies and both working in London for some time the small family unit decided to settle in Mauritius.

It can sometimes seem like a distant memory, but it really wasn’t all that long along that working for a large company was the safest thing in the world. The easy road is to work a set number of hours for a reasonable paycheck and live happily ever after.

But then again, would I be doing the work I thoroughly enjoy…”

Georgina is a woman with a bubbly self-confidence. “I have to be confident if I have followed the career path I did. Most of my life and almost all my adult life I have helped people, mainly women, learn to ‘love’ themselves.”

For any woman entrepreneur, though, the journey to the “top” isn’t easy; she has to overcome all obstacles through sheer grit and determination.

A successful entrepreneur juggling the files of her clients in her new capacity as a “Consultant’ Georgina, Director of STAR CONNEXXIONS, believes inside every women is a beautiful soul: A creation of her hopes, dreams and desires or what Georgina calls the “hidden self”.

Georgina came to Mauritius in 1993 and settled with her husband and son. She was born in Cyprus, brought

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In the world of promoting others, anyone working in consultancy and public relations must have a creative and innovative mind, as well as the courage to explore a variety of avenues to promote another person and create their brand.

“My main function is to look after the positioning of a client’s brand/ product and image expansion. This client can be a micro-entrepreneur or a large international company, but both will be given the same treatment.

“Creating the correct brand image through various events and print

or other media, depending on product and budget, taking care of expansion plans of a small business, creating awareness about a person, product or company through media planning are all part of the work I can find myself involved with.”

Georgina has had experience in diverse businesses from the world of fitness, to training, to PR/ communications, CSR Advisor, Consultant.

“Being a consultant has always been something I wanted to do; advising, assisting and advancing others has always been my forte. My work experience with different fields and my background as someone who is not afraid of ‘hard work’ have contributed to my understanding of the real world of entrepreneurship.

It can be a daunting thought for a woman starting out alone, but with the right approach, relevant information and counselling this woman entrepreneur is ready to take her business to the next level full of confidence.

“Women are becoming more aware

“My main function is to look after the positioning of a client’s brand/product and image expansion. This client can be a microentrepreneur or a large international company, but both will be given the same treatment.”

of their rights all the time; they are getting younger in mind, body and soul. They can support themselves financially if they really believe in what they can do; women are learning to prioritise their options.”

The old saying “one never stops learning” applies at all stages in life and for every career path, says Georgina. “It is important to know the various markets open to women, the tools available and how to make use of them for the maximum benefit of the clientele”.

Georgina’s advice to any woman thinking about starting her own business or entering the field of consultancy, be it in PR, media, communications, or entrepreneurship development is Go for it.

“Don’t be afraid if you do something you thoroughly enjoy and can make it a profitable business venture, no matter how small. Remember, women entrepreneurs not only support each other as mentors but also employ other women.

“No matter how comfortable you think you are… you never know where life can take you. You always have to be prepared.”

Tips for women in business • Learn to like yourself • Distance yourself from negative people • Identify what you really want to do • Take a course that will help you get ahead in your chosen field • Keep up to date with new technology.

• Find out all you can about the facilities available to you • Get to know the legal aspect, permits, registrations etc.

• Ensure you have a business plan • Look at the market in your chosen field, who are your likely competitors, what makes you different • Do not be afraid to innovate and ‘think out of the box’.

MARKETING MAG - Issue No.1 June 2013

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TECHNOLOGY

You can never stop marketing your products ‘If you don’t occupy the marketing space, someone else will step in’

Advice from Microsoft’s Marc Israel

Sitting in his “virtual” headquarters in Port Louis, Microsoft’s Marc Israel was preparing for yet another business foray into Africa.

As the tech giant’s Office Division Lead for West, East, Central Africa and the Indian Ocean islands region, he travels “two and a half weeks out of four”, which is understandable given the company’s recently announced big push to grow its market in Africa.

Microsoft launched its 4Afrika initiative in March — an effort that has the company spending an additional $75 million over the next three years over what it’s currently investing there, according to the Seattle Times.

It’s no wonder then that Marc is a frequent flyer.

He joined the company 12 years ago, a year after settling in Mauritius from his native France. In that time, he has held a number of senior positions including Sales Manager for Microsoft Indian Ocean Islands before taking on his present role which he lists on his C.V. as “product marketing director… working with virtual marketing teams across the continent”.

Mauritius is one of Microsoft’s approved HQ locations in Africa, the others being Nairobi, Lagos and Abidjan. Four sales regions cover the continent.

“We are a completely exploded organisation, and video-conferencing has become a way of doing business,” he explains.

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MARKETING MAG - Issue No.1 June 2013

And business is fiercely competitive. IBM, Google, Intel, Hewlett-Packard and other tech companies have also expanded their presence in Africa in recent years.

Contradicting the perception that Microsoft is everywhere, Marc says the products don’t sell themselves. “If you don’t occupy the marketing space, someone else will step in. You can never stop marketing your products.

“There is a lot of segment marketing – consumers, businesses, governments.” So the air miles keep being racked up.

Another challenge is the boom in mobile devices – “everything is going to the cloud. The way we consume information is changing rapidly.”

According to Marc, all software in the future will be cloud-based and platform-agnostic.

“The era of the CD will be over; we will download our software. And in the next 5-10 years, the browser will disappear.”

With dramatic communications changes in the offing, the search for new and fertile markets is acknowledged. In Africa, there is a growing middle class and rapid urbanisation, with the population as a whole being young – under 20 in some countries. Researchers point out that it is this generation who want the latest communications technology and the people most willing to pay for it.

“In the past year or two, we have witnessed Africa ‘catching up’. Smart phones are democratising the Internet with a huge uptake of mobile devices on the continent,” adds Marc.

But there are challenges facing tech companies. More skilled labour is needed to help build African economies and the tech ecosystems as well as the consumer and business markets. Most people on the continent still don’t have online access.

To secure and expand their footprint on the continent, tech companies’ strategy must include investments in infrastructure as well as increasing access to the Internet, developing people’s skills and education, and establishing research and technology hubs.

Take Microsoft, for example. Its 4Afrika initiative includes working with the Kenyan government and an Internet service provider to deliver low-cost, high-speed wireless access, reports the Seattle Times, while getting millions of smart devices into the hands of African youth.

The company also wants to bring a million small- and medium-sized businesses online, provide skills and training, and create an “online hub” through which SMEs can gain access to free products and services from Microsoft and others.

The Seattle-based company recently formed a partnership with Chinese phone manufacturer Huawei to introduce a Windows Phone, called Huawei 4Afrika, with features and apps designed for the African market.

In Africa, using a phone to make payments or do banking is common.

Microsoft has been in Africa since 1992 and now has about 750 employees and 11,000 channel partners there.

The company’s investment has grown steadily, with a particular focus in the education sector, Fernando de Sousa, general manager of Microsoft Africa Initiatives, told the Seattle Times.

But now the company realises “we need to accelerate adoption of technology, accelerate coverage across the population of Africa,” de Sousa says.

“Traditionally, while we do well perhaps in urban areas, and in certain countries more than others, our ability to cover the continent has not been as broad as we would have liked or what we think the continent deserves.”

Microsoft unveiled Office 2013 in Mauritius in mid-March– the next generation of the company’s flagship Office product line for consumers.

Office 2013 has been designed to work with both touch and a mouse, and works seamlessly in the cloud giving the user an unmatched on- and offline experience.

featured Office applications people know and love, together with impressive new cloud and social benefits.”

“Office 2013 makes the end user more productive in both a work and home environment,” says Marc Israel. “With Office you can continue working offline, while the integration with cloud technologies allows you to sync your documents seamlessly allowing you to be far more productive.”

Now, new features and services stream to subscribers as soon as they are ready, keeping subscribers always up to date while eliminating the hassles of upgrading.

Cloud technologies are fast becoming part of everyday life, which is why Microsoft’s Office 365 Home Premium makes sense for the African market, says the company. Office 365 Home Premium, one of the offerings within Office 2013, is a cloud service designed for busy households and people juggling ever-increasing work and family responsibilities. The new offering includes the latest and most complete set of Office applications; works across up to five devices, including Windows tablets, PCs and Macs.

Microsoft has also announced it will now deliver many new features and services to the cloud first, transforming the company’s traditional three-year release cycle.

“This is a major leap forward,” says Marc Israel. “We know that people’s needs are changing rapidly, particularly on the African continent. This new iteration of Microsoft Office allows them to adopt technology that changes with them, meeting their everyday requirements.”

Learn more about Office: http://www.office.com.

Speaking during the worldwide launch of Office 365 Home Premium earlier this year, Steve Ballmer, CEO of Microsoft, highlighted that this marked the next big step in Microsoft’s transformation to a devices and services business. “This is so much more than just another release of Office. This is Office reinvented as a consumer cloud service with all the full-

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THE WEB

GETTING IT RIGHT

ON THE WEB

Simplify your digital marketing campaign The internet has become essential for a successful marketing strategy yet it remains very complex.

Read more...

Another pointer in the mobile direction Sales of PCs have been hit by the biggest decline in 20 years thanks to consumers increasingly choosing tablet computers over their less portable counterparts.

Read more...

Traditional Media Trusted More Than Owned, Social Media For News Info Traditional media and online search engines are the most trusted general news information sources around the world, trusted by 58% of respondents to the “2013 Edelman Trust Barometer.�

Read more...

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MARKETING MAG - Issue No.1 June 2013

THE FUTURE OF MARKETING IS DIGITAL SAYS TRYANGLE Digital marketing is becoming an integral part of the marketing mix for effective and resultsoriented campaigns, according to Tryangle powered by Neo@ Ogilvy which falls under the Maurice Publicite Ogilvy & Mather group. They are based at Maurice Publicité Ogilvy & Mather House, INOVA Business Park, Riche Terre.

Customers are spending an increasing amount of time interacting with digital media; they are easier to reach, but harder to find.

However, it is more than just increasingly fragmented media consumption that requires new marketing concepts.

Marketing in the digital world, says Tryangle, is also a race for the most current information, the best technology, and the fastest implementation.

Never before has marketing

communication been this transparent, and neither have decision-makers had so much and so precise information about the effects of their investments.

Those who take advantage of these opportunities in a timely manner are able to optimise the strategies and measures they employ, significantly improve their return on investment (ROI), and get a bigger head-start on the competition.

Tryangle powered by Neo@Ogilvy is a fully integrated division of OgilvyOne Worldwide and provides clients with competent, comprehensive marketing services for the digital age. Neo@ Ogilvy is the world’s leading digital and direct media agency with more than 650 professionals in 39 offices across 32 countries.

Tryangle offers website design and development; display media ¬- also known as online banner advertising; search engine marketing which, says Tryangle, can increase the prominence

of a website within relevant search engine results where their target audience is searching. As a result, more consumers are exposed to a brand, that offers a product or service they are actively seeking.

The company is also a full-service mobile marketer, providing strategy and innovation, creative and development, media planning and buying, data analysis and technology solutions.

With social media becoming one of the most powerful customer engagement platforms available to businesses today, Tryangle says it can set up a client’s platform on Facebook, LinkedIn, Twitter, Pintrest, YouTube and Flickr and run campaigns on these respective platforms.

Some of Tryangle’s clients have included IBL Group, AfrAsia Bank Ltd, GML, Précigraph Ltd, Parabole Maurice, Eco TV, XWORX Ltd, Sands Resort & Spa, and Scott Consumer Goods, to name a few. www.tryangle.mu

MEDIA TRAINING AT IMAGINE After more than 20 years on the media and public relations scene in Mauritius, Jean Marie Richard at Imagine Communication has now developed Media Training as new line of the business.

The company has also set up a highly hands-on Media Watch activity coupled with its Documentation services which can now provide, as quickly as a mouse click, any related article media clippings or TV and Radio tracks for the past 20 years.

“Our main targets remain the private and public sector corporations and institutions doing business and having interests in the Indian Ocean islands (Mauritius, Rodrigues La Reunion, Seychelles Comoros and Madagascar) and continental Africa, namely Mozambique, Kenya and Rwanda to start with.

“These new lines have emerged naturally based on the recognised expertise and goodwill we have developed in our mainstream activity, i.e. media relations and public relations consultancy and all associated sidelines – events, marketing communications, public affairs crisis and issue management, business facilitation and social media,” explains Jean Marie.

“These are areas where Imagine Communication now has a footprint of its own or within the Africa One network, to which we belong.”

“The response to all of this has been simply great. We will of course be regularly updating our course and training base spearheaded by our motto ‘We also know our Neighbours’”.

JEAN MARIE RICHARD

MARKETING MAG - Issue No.1 June 2013

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EVENTS

REVOLUTIONISING

THOUGHT...

The World Marketing Summit (WMS) in Malaysia (September 20-22) is a global marketing collaboration that aims to redefine the future of marketing by creating new development approaches through marketing.

The summit is a legacy of the world’s most influential marketing guru Professor Philip Kotler with the vision that it will be an annual gathering of thinkers, social activists, corporate captains – agents of social change from developed and developing countries working in concert to address and devise actionable solutions with measurable objectives.

PARTNERS – who will walk the talk. PEOPLE – who share the vision to create “A Better World Through Marketing”. REACHING OUT – to make a REAL DIFFERENCE. WMS plays an important role in guiding the future of marketing in embracing the human mind, heart and spirit and at its heart lies the all-important: INCUBATORS/YOUNG ENTERPRENEURS. The World Marketing Summit works to create global shifts in human behaviour through marketing strategies that impact society and our lives.

MarketingWeeklive

Visitors to the show can discover the latest trends during the free two-day conference June 26-27 at Olympia Grand, London). Produced in association with the Marketing Week editorial team, these sessions offer visitors the chance to hear from industry brand leaders which will challenge traditional marketing approaches.

Topics up for discussion include: Customer Loyalty Conference, Digital & Data Conference, Insight Conference, Live Conference, Promotional Merchandise Conference, Retail Conference.

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MARKETING MAG - Issue No.1 June 2013

Integrated Marketing Communication (IMC) Conference

This is a two-day, content-packed event with a central theme focused on using different combinations of communication disciplines (i.e. Advertising, Direct Marketing, Public Relations, etc.) in synergy, with the purpose of delivering the right message to the desired audience. Held in Cape Town, South Africa, June 10-11.

The conference aims to find a balance between educating, entertaining and engaging the delegates, giving them first-hand, case-study exposure to the most innovative IMC trends. From this, delegates will be able to select the tools which they feel can be best implemented to suit their marketing communication strategies.

Research Asia JUNE 2013

This takes the best bits from a traditional content - driven conference and combines those elements with the advantages of a roundtable discussion, but on a larger scale. Attending Research Asia won’t just endow you with insights from leading market research experts; it’ll facilitate valuable two-way discussion for all that attend.

Over one jam-packed day, every attendee will be involved in five themed roundtable discussions with a perfectly sized group of new and exciting peers. Each discussion will be led by hand picked experts who will draw the group members into the discussion and create an open and conducive environment for a valuable debate. How involved you get, is left entirely up to you!

Interspersed between the interactive roundtable sessions will be lively on stage panel sessions and keynote presentations focusing on the newest trends and practices – so there’ll never be a dull moment throughout a very busy day.

ADMA Global Forum 2013

Is the event to discover the most innovative marketing and advertising thinking, shared by the world’s most accomplished creative minds, data-driven marketers and advertising thoughtleaders.

Forum explores leading-edge concepts, practices and insights that you won’t find anywhere else. The event is about bringing the very best from around the globe.

The Innovation Zone will be the nucleus of ADMA Global Forum 2013 hosting technology demonstrations, free breakfasts, shotgun sessions, technology slamdowns and an industry wide party featuring live entertainment, food outlets, bars and more.

ADMA Global Forum 2013 will feature four highly practical full-day MasterClasses that will take a deep dive into the real life challenges faced by marketers and advertisers. Presenters will challenge and inspire you to improve your marketing effectiveness by providing the latest research, strategies and tools for increasing your marketing performance and ROI.

MediaWorks 2013

Held in Bangkok, Thailand from July 10-13 July 2013, Mediaworks is an intense, challenging and rewarding four-day course designed to equip the rising stars of media and advertising with the skills they need to survive today’s multi-faceted industry.

Designed for media planners & buyers, advertising sales personnel, agency planners, creatives, brand marketers and other industry-related functions, this course puts attendees through their paces in a real-life simulation as they are set the challenge of preparing a pitch for a client with a real brief in real time.

As part of the training, MediaWorks incorporates a one-day conference which brings together industry experts and professional trainers, and examines the obstacles facing the next generation, strategies for winning pitches and maintaining creativity while still delivering the clients objectives.

“We work in the talent business so MediaWorks isn’t just about training. It’s really an opportunity for us to do something for our business and industry. Nurturing and growing young talent only helps to future proof our business.”

Cheuk Chiang, CEO, PHD Asia Pacific MARKETING MAG - Issue No.1 June 2013

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