• 9 October, Wednesday
  • Moscow, Novaya ul. 100, Skolkovo village, Odintsovsky District, Moscow Region, 143025, Russia

Effie Russia II International Forum "Purposeful brands: Winning the hearts of tomorrow's consumers"

Effie Russia
In 78 days
9 October from 10:00 till 18:00
Novaya ul. 100, Skolkovo village, Odintsovsky District, Moscow Region, 143025, Russia

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:

  • To understand the complex sustainability agenda;
  • To learn about the best practices in sustainability strategies;
  • To find the action space in the process of sustainability transformation;
  • To apply the branding and communication platform effectively and lead the public;
  • To build trust with the consumers through the communication of organizational values;
  • To change the world and make profit simultaneously

2nd International Effie Forum “Purposeful brands: Winning the hearts of tomorrow’s 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 

Welcome speech

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

  • Role of the leader during the transformation journey
  • Observing, sensing and making sense of self and the surrounding world
  • Leading public, companies and society
  • Maintaining ‘sustainability’ in the long run


Andrey Sharonov, Moscow School of Management SKOLKOVO, PRESIDENT 


Alexey Kornya, MTS, President


12:00 — 13:30 

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. 


  • Do global trend-watching marketing agencies detect this ongoing transition towards sustainability?
  • How can agencies support their business clients in the creation of super-brands?
  • How should sustainability values and principles be integrated into Russian business practices on the basis of the experience of global companies?
  • Case-study. How should a user-friendly and attractive-for-the-consumer business model be created?
  • How can sustainability be incorporated into the processes beyond marketing, e.g. product design, supply chains, business models?
  • Money and profitability: what are the material benefits for business from implementing sustainability practices?
  • How to measure effectiveness of impactful initiatives for brand and society?


Moderator: TBC



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

14:20 — 15:50 

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.

  • Joint Effie Russia/KPMG research: Marketing in the Sustainability Context: Barriers and Growth
  • How are trustworthy brands created?
  • What are the consumer expectations for responsible brands today?
  • How should global communication campaigns and slogans be localised for the Russian context?
  • Progressive modalities and techniques of interacting with people. Who is the ‘lead’: business or consumers? Does the business become more responsible in response to consumer expectations, or it defines the sustainability agenda for the consumer who then follows?
  • Sustainability for all: how do brands engage their target audiences in the sustainability movement, transforming their loyal supporters into micro-influencers?



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 ShipalovaKPMG 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, d.makarova@effie.ru, +79166033151

For participation and tickets:

Elena Panarina, e.panarina@effie.ru, +79162228401