Shedule

• Long term brand strategy, to what extent it is actual in crises times? Communications, media, creative – is there a chance to optimize budget? • Packing design/retail – what does it mean premium or cheapness. How to manage it. • How brand reputation influences on relations with banks, customers, market participants

To Follow the General Trends or to Risk a Daring Design: The Newest Creative Ideas of Metro International in Russia. The presentation by Boris Konoshenko, the General Director and Editor-in-Chief of Metro Moscow newspaper In March, 2009, Metro Moscow joined the international daily newspapers group Metro. The rebranding changed not only the appearance of the edition – the whole concept of the newspaper, the distribution system and much more became different since then. One of the most interesting tidbits of the renewed edition is the possibility to use Metro International creative library MetroSAS. There are thousands of the most outstanding designs by the designers of all the Metro International editions (there are more than 80 now in 19 countries) and by partnering creative agencies. Metro in Russia became the first edition which offered the advertisers the most unusual and flamboyant designs which break the rules and page layout and kindle the readers interest. But here lays a paradox – everybody admires the non-traditional design but hardly anybody buys it. Why? Does this kind of an advertising looks strange or is this format more difficult to approve with the senior management? All in all: is the advertising just a marketing object or is it also a tool of business culture evolution? Is it possible to cultivate the advertisers needs and how to do this? Do Russian advertisers really need daring designs at all?

Speakers: Oksana Kucheryavaya. Russian Post. Head of Advertising and Marketing Directorship. Ilya Mostovoy. IT SERVICE Retail & Banking. Executive Director Topic: 1. New advertising impact channels. 2. Indoor TV in Russian Post. Direct mail is a “new” old channel for promotion of products and services. New DM tecnhnologies make it possible to create fine-tuned loyalty programs based on company’s specific needs. Among main benefits of the channel: cost-effectiveness, selectiveness, personalization, fast speed, result measurement and isolation of information from competitors. Direct mail CAN be effective given well thought-through process of marketing activities. Russian Post offers: direct mail, hybrid mail, advertising in postal branches, comprehensive mailing and mailing on specific clients’ terms. And now also – advertising through digital screens. Russian Post offers a unique set of marketing services and becoming an active player on advertising market. Indoor TV is a new and one of the fastest growing communication channels. It makes it possible to reach a target audience with a very low level of advertising “ noise “. At the same time, CPT is significantly lower than for other communication channels such as TV, outdoor and Internet. IT Service is offering a solution for broadcasting of advertising content through digital screens at branches of Russian Post. The solution is being implemented in four regions: Moscow, Moscow region, St. Petersburg and Leningradskaya region, Krasnodar and Krasnodarskaya region. Over 800 screens planned to be installed by November 2009. After phase 1 it is planned to continue installation in postal branches countrywide. New opportunities for reaching Russian Post audience through new highly effective channels will be discussed. Speakers will address both technical and commercial questions.

Marketing communications in mobile channel integrate effectively into general interactive mediamix, thus increasing the ROI of digital marcom as a whole. Mobile and internet media complement each other in an ideal way, combining the reach and visual quality intrinsic to Internet advertising with the depth and efficiency of the following communication with consumer over the mobile. Usually mobile acts as an "extender" of brand's communication with consumer, "initiated" via internet advertising, reaching consumer up to the moment of making purchase decision, thus combining "online advertising" with the "offline purchase". For example, clicking on internet advertising you can get mobile coupon delivered right to your handset to be redeemed at the point of sale. The tool that allows to maximize that synergetic effect is "digital CRM" (eCRM) - the platform enabling monitoring and proactive management of the effectiveness of the communication within each channel (Web, wap, SMS, call-center) during the entire cycle, starting with initial advertising touchpoints up to the purchase registration and conversion into the loyal consumer. We will share some results of several years' working experience with global consumer brands. Mobile advertising on premium inventory like Beeline media assets demonstrates high effectiveness itself. We will share some data on 2008 ad campaigns that were run on Beeline Wap portal and Chameleon broadcasts for global brands. Currently the next generation of mobile ad products is under development, expanding the available set of formats and channels to reach mobile audience with ad message, concentrating of post-click interactive actions as means to increase the quality of ad communication with consumer and ROI management

JWT monitoring - markets and consumers of from 10 world countries: how people behaviour, their judgments, consumption – and brands behaviour in new conditions. Surprise is the place of Russia in this classification.

«How to save and expand business and not go mad during the crisis» Results of Cannes festival, Promo Lions competition. Who won in 2009. How to win in 2010? «The future of advertisement industry in the crisis context» «Modern trade and marketing solutions nowadays» «New Media or non standard solutions for BTL-industry. Unknown shares» «Interactive in marketing services industry. How does it really work? » «Beneficial communication strategies. What do one needs from an agency» Subject: «Calculation and forecasting of ROI from marketing communications.

Innovation approaches for effective marketing strategies development and creative solutions. SHOW duel between two principles of creative solutions developments BTL and ATL, between Japanese technology CANINI and BBDO technology. Igor Lutz, Creative Director and managing creative director of BBDO Moscow. Vadim Shiryaev, COMAP President, Vice-president of RAMU, Flash-Point project director