International forum in Skolkovo, Moscow October 9, 2019
In the modern world sustainability is known as the so-called new ‘digital’. Today businesses face the emerging challenge of being ahead of the pack by defining the sustainability agenda and creating the brand which organizational values will gain trust from consumers and the surrounding world. For the most forward-thinking companies, cyclical economy, sustainable sourcing and sustainable supply chains represent not foreseeable future, but their current reality.
In addition to the objective of incorporating sustainability into their business strategies, companies are also challenged with the issue of communicating their success, accomplishments and experience in the most creative manner to consumers and the entire external world, in general. The communication, marketing and storytelling toolkit can be instrumental for this objective of manifesting the values which the company endorses, and as a result, that should create the emotional bond between the brand and the consumer.
In Russia the most visionary companies already follow the global sustainability-oriented trend by building innovative business models and implementing best practices. Today Russian companies and brands are driven by the promise of leading the process focused on sustainable transformation and structural changes. They are aspired to inspire, lead the consumer and put pressure on the government.
Effie Russia, the representative office of the world’s leading marketing effectiveness institute, is organizing the event for the second year in a row, which will gather entrepreneurs and senior managers of global and Russian companies to support the brands with the following objectives:
2nd International Effie Forum “Purposeful brands: Winning the hearts of tomorrows consumers” will try to answer the questions of “what awaits tomorrow”, “where we are today” and “how to act to arrive to bright future”.
10:00 – 11:00
Registration and welcome coffee
11:00 - 11:15
Ekaterina Son, Effie Russia, CEO
Alexey Kornya, MTS, President
Karl-Henrik Robèrt, Blekinge Institute of Technology, Professor, Natural Step
11:15 am – 12:00
Public Talk. Leadership during transformation. Business transition in response to new challenges
Andrey Sharonov, Moscow School of Management SKOLKOVO, PRESIDENT
Alexey Kornya, MTS, President
Session 1: What awaits us tomorrow? Russia vs. World. Russia & World/ Implementing sustainability business strategies
Global business community is enthusiastic about its key role in achieving Sustainable Development Goals by 2030, as business leaders are committed to making our world a better place. However, in their sustainability journey many companies often experience practical difficulties with ‘greening’ business operations and processes.
Rodney Collins, McCann Truth Central, Regional Director
Malcolm Devoy, PHD EMEA, Chief Strategy Officer
Representative of Danone*
Joanna Yarrow, IKEA, Healthy & Sustainable Living Leader
Representative of Adidas*
Representative of Mars Petcare Russia*
Representative of KFC*
13:30 14:20 Lunch
Session 2: Where are we today? Marketing in the sustainability context in Russia: overcoming skeptical attitude to win lasting loyalty/building super-brands and effective storytelling
It is often assumed that business main rationale for incorporating sustainability agenda is pure PR and creating positive brand image – however, external communication of accomplishments is vital for any company.
In the new paradigm the key to success of any super-brands is the combination of constructive and positive actions + creative storytelling. It is important ‘to act’ in a trustworthy manner, so that the underlying good intentions of a company are never challenged. But it is also fundamental for business to empower consumers to start making a positive impact.
Miroslava Duma, Future Tech Lab, Founder and CEO*
Presentation of winning cases in 2019 Positive Change Awards – best practices in impactful communications
Igor Korotetskiy, KPMG in Russia and CIS, Partner, Head of Operational Risk and Sustainability /Evgenia Shipalova, KPMG in Russia and CIS, Head of Business Development
Philippe Rogge, Leroy Merlin Russia, deputy CEO
Sergey Glushkov, PepsiCo Eastern Europe, Vice President Corporate Affairs
Rebecca Marmot, Unilever, Global Sustainable Business Director *
Ekaterina Aksenova, Bushe, Head of Environmental Projects
Representative of Alibaba Group*
15:50 – 16:10 Coffee-break
Session 3: How should we act to arrive to bright future? Interactive sustainability session for marketing practitioners and senior management
It seems the world has gone mad about green and fairtrade goods. The list of brands ‘killed by millennials’ gets more names which failed to demonstrate that that they share new values of environmental and social responsibility. Experts concur that this is not a temporary trend. No, it is a new reality.
What does a consumer really want? How can we distinguish a worthy idea from profanity? How can a brand stop wasting its money for dead-end ideas and find its own big idea? How can big vision be translated into the applicable strategy?
This session will be structured in the interactive format where workshop participants will be able to reflect on the key takeaways, assess how these insights can be applied in daily business activities to launch the process of sustainability transformation within one’s company, in the market, and hopefully at the country level.
Alyona Yuzefovich, Blekinge Institute of Technology Strategic Leadership towards Sustainability program graduate, Effie Sustainable Development Goals consultant.
17:30 – 18:30 Networking session: cocktail party
For further information:
Daria Makarova, email@example.com, +79166033151
For participation and tickets:
Elena Panarina, firstname.lastname@example.org, +79162228401