MARKETING CONFERENCE E-VIRUS 2008
18 September 2008, Vilnius, Lithuania, Holiday Inn (Šeimyniškių 1)

9.00-9.30         Registration, welcome coffee

9.30-10.20       THE LATEST BUZZ IN THE WORLD OF BRAND, MARKETING STRATEGY AND E-MARKETING
                           Clive Lewis, Managing Partner, Achieving the Difference (UK)

What's hot and what's not in brand, marketing strategy and
e-marketing?

Brand:
•  How established brands can add ‘green' to the mix and what are the obstacles
•  Which brands are hot and why e.g. Apple, Aveda
•  Which brands are not hot and why e.g. USA, Microsoft

Marketing Strategy:
•  Innovation and marketing - how can marketing be planned when innovation is, by nature, often unplanned
•  Marketing old products e.g. McDonalds reinvents its products about 12 times per year but it's still a burger
•  Mature marketing - the over 50s have more disposable income than any other demographic group and they are more than half of the population.  What are the implications for marketers? The age demographics of each market are different so this should be especially relevant to exporters.

E-marketing: Case study of a successful viral/buzz campaign

As Joint Managing Partner at Achieving the Difference, Clive Lewis has helped numerous organisations achieve their difference of increased business value with improved marketing strategy, creative marketing and operational marketing process. His career includes the development and implementation of a best-practice marketing strategy process across a $1bn revenue business with 5 major product groups; with strategic plans developed for double-digit growth.

Clive holds a Distinction grade MA in Marketing, is a Fellow of the Chartered Institute of Marketing and Chartered Marketer, a qualified Six Sigma practitioner and facilitator.

10.20-11.10     GLOBAL BRAND TRENDS. WHAT BRINGS VALUE TO GLOBAL BRANDS?
                           Pawel Ciacek, Client Service Director, Millward Brown SMG/KRC (Poland)

Findings of the latest ranking of the most valuable brands compiled by Millward Brown Optimor and published by Financial Times annually:
 
•  The value of brands: increase in combined value of this year's Top 100 compared to last year and top-performing brands outperform the stock market
•  Growth of technology: a media-friendly sub-story is about how "fruit" brands such as Apple, BlackBerry and Orange have experienced strong growth
•  Growth in Asia coming from China, continued rise of Brasil, Russia, India and China ("BRIC") - it is domestic brands rather than international brands expanding into BRIC countries
•  Innovation as a key driver for successful brands
•  Internet - can't live without it!

Pawel Ciacek is a co-founder of SMG/KRC Poland Media, which became part of Millward Brown in 2003. Currently it is the largest research organisation in Central and Eastern Europe.

Initially he was a qualitative researcher and gradually became interested in communication and brand research. Currently Mr Ciacek holds the position of Client Service Director and works for such clients as Citibank, France Telecom, Kraft Foods, Orange, SAB, Unilever, Vodafone and many others.

11.10-11.30     Coffee break

11.30-12.00     ECO-BRANDING: A NEW TREND OR A BUSINESS CASE?
                           Tomas Vaišvila, Communication Director, Palink (IKI retail chain, Lithuania)

12.00-12.30     RE-BRANDING OF TEO LT: WHY, HOW AND THE RESULT
                           Mantas Katinas, Internet Content Development Director, TEO LT (Lithuania)

•  Reasons for TEO LT re-branding
•  Preparation for the re-branding project
•  Chosen brand architecture
•  The re-branding process and ultimate result.

Mantas Katinas has experience in marketing, PR, advertising and online communications. Before becoming Director of the Internet Content Development, he was Head of the Advertising Department and was at the heart of the re-branding project. Previously Mr Katinas worked in the PR Department of TEO LT. He also has experience in journalism.

12.30-13.00     SUSTAINABLE COFFEE: CONSUMER TRENDS AND CORPORATE RESPONSIBILITY IN ACTION -
                           FROM DECLARATION TO BUSINESS ADVANTAGE. KRAFT EXAMPLE
                           Rasa Bagdonienė, Corporate Affairs Manager Central Europe, Kraft Foods (Lithuania)

How do sustainability issues drive global brand trends?

•  CSR - public expectations, external environment and corporate response
•  Sustainable coffee - niche or mainstream
•  Kraft and Rainforest Alliance cooperation
•  Industry challenges as we move forward

Rasa Bagdonienė started her career at Kraft Foods in 1994 and progressed from country Corporate Affairs Manager to the position of Manager for Central Europe. The scope of her responsibilities covers corporate communications (internal & external), public affairs (issue management), corporate contributions/community involvement.

She is a lecturer on CSR from philanthropy to strategic engagement and Board member of American Chamber of Commerce in Lithuania and Junior Achievement Lithuania.

13.00-14.00      Lunch

14.00-14.50     PR 2.0 - COMMUNICATIONS IN THE BETA ERA
                           Jutta Schausten, Associate Director Key Accounts, LEWIS Global PR (Germany)

•  Web 2.0 has been around for years now. While media outlets adapted to new ways of communicating with their audiences, many corporate communications strategies still fail to reflect those changes.
•  How do efficient corporate communications look like today?
•  There are a number of examples of successful campaigns but also some tremendous failures. What works today - and what might need more time to develop to become a success?
•  How to get started with new PR initiatives to participate in the communications trends of tomorrow?
 
Jutta Schausten, a partner at LEWIS Global PR, is responsible for developing new strategies and initiatives to keep key account campaigns fresh, sharing best practice across Europe. Strategically, she drives the development and roll out of new services based on social media.

Jutta joined LEWIS Global PR in 2000 and gained PR experience across the board, including software and hardware accounts with both B2B and B2C focus on an international level. For three years Jutta worked as Creative Director at the LEWIS office in Munich. In this role, her main responsibilities were to ensure LEWIS' high journalistic quality standards and to constantly provide new creative spins to campaigns as well as to write all kinds of material for the German client base.

In 2006, she opened a LEWIS office in Düsseldorf and is now Associate Director Key Accounts with a healthy client base including top brands such as TNT Post and Infor. Jutta has refined her expertise in strategic council, crisis management and campaign implementation. She also has journalistic experience - before joining LEWIS Global PR she worked for Westdeutsche Allgemeine Zeitung, Germany.

14.50-15.30     ENGAGING IN VIRTUAL WORLDS FOR MARKETING AND PR PURPOSES. A BUSINESS CASE
                           Greta Urmanaitė, Head of Advertising Department, Omnitel (Lithuania)

How Omnitel, the leading mobile operator in Lithuania, has used web space, including its presence on Second Life, for its marketing and PR.

15.30-16.00     SOCIAL NETWORKING SITES AS A NEW MARKETING TOOL
                           Vytautas Kleiza, Marketing Manager, Frype.lt (Lithuania)

Social networking sites are online communities that could be used to as audiences or medium for passing over marketing messages. What are the opportunities and possible risks?

16.00-16.20     Coffee break

16.20-17.00     DISCUSSION: HOW TO ADDRESS DIFFERENT TARGET GROUPS WITH DIFFERENT NEEDS?

Moderator + all speakers/panel of experts

17.00-18.00      Glass of wine and discussions