ESOMAR  BEST  OF  -­‐  MEXICO  2016  MEXICO  CITY  /  23  FEBRUARY  

 

   

 

           

PROGRAMME    08.30  –  09.00   Registration  &  Welcome  Breakfast  –  Please  be  on  time  &  take  your  place  

09.00  –  09.10   OPENING,  INTRODUCTION  TO  THE  PROGRAMME  &  NEW  REPRESENTATIVE    Grandes  Retos,  Grandes  Transformaciones!                                                                                                        (SPANISH)  Alicia  Martin  del  Campo,  ESOMAR  Representative  for  Mexico    Introduction  to  the  new  ESOMAR  Representative  for  Mexico    

09.10  –  09.30   AMAI  CAPSULE  –  Insights  2020                                                                                                                                                      (SPANISH)  Fernando  Alvarez,  Vice  President,  Millward  Brown  Vermeer,  Mexico  

09.30  –  09.55   KEYNOTE                                                                                                                                                                                                                                          (ENGLISH)  Wake  Up  or  Die  Corrine  Sandler,    ValidateIT  CEO  &  Fresh  Intelligence  CSO,  Canada  Author  of  the  acclaimed  business  book  “Wake  Up  or  Die”    

09.55  –  10.10   GUEST  SPEAKER                                                                                                                                                                                                              (SPANISH)  How    Viewers  are  Redefining  their  Relationship  with  TV  Carlos  Garcia,  VP  Consumer  Insights  and  Analytics,  Viacom  The  Americas,  USA    

10.10  –  10.20    

LATAM  2016  –  THE  INTERVIEW                                                                                                                                                  (SPANISH)  Highlights  of  the  Regional  Research  Conference  Bogota  2016  Alfonso  Regalado,  LATAM  Programme  Manager  at  ESOMAR  interviews:  Carlos  Garcia,  VP  Consumer  Insights  and  Analytics,  Viacom  The  Americas,  USA    

10.20  –  10.25   Q  &  A    

10.25  –  10.30   CLOSING                                                                                                                                                                                                                                            (SPANISH)  Alfonso  Regalado,  LATAM  Programme  Manager,  ESOMAR

SPEAKERS PROFILES  

Alicia Martín del Campo is CEO and Founder of Qualimerc. She holds a BA in Communications with a specialty in Communication Research. She has been a marketing researcher since 1972, with experience in multiple products and services spanning from Mexico, to South and Central America and the United States. She has been an ESOMAR member since 1993, a member of Board of AMAI and leader of the AMAI Quality Committee.

Fernando Alvarez Kuri, Vice Presidente, Millward Brown Vermeer, Mexico. Fernando lidera el negocio de Millward Brown Vermeer en México, brazo consultor de la empresa global Millward Brown. Su experiencia en investigación de mercados, marketing y comunicación le han permitido centrarse en el desarrollo e implementación de estrategias de marca para un gran número de clientes. Más de 20 años de experiencia en empresas de consumo y servicios; siendo responsable de actividades de mercadotecnia estratégica e investigación de mercados. Obtuvo el grado de Maestro en Ciencias del Consumidor por la Universidad de Guelph, Canadá y se graduó con Mención Honorífica por el ITAM en la Licenciatura en Administración. Actualmente es profesor en las maestrías de negocios del ITAM, así como conferencista en múltiples foros relacionados con marcas, medios y el consumidor.

 KEYNOTE    

    Corrine Sandler, Serial entrepreneur, thought leader and top 100 Woman entrepreneur has two successful companies; Fresh Intelligence®, a Custom Global Market Research Agency and ValidateIt ™, a Technology Insight Platform. Both built on her mission of making insights and intelligence accessible to the world. Learn more at Corrinesandler.com  ABOUT HER BOOK Every day in business we experience uncertainty, risks and emotional exposure to winning and losing the battle for growth. There are many theoretical business practices out there, but none as brilliant and simple as The Art of War by Sun Tzu, which was used to win wars 2000 years ago. Sandler explains how to apply these ancient military tactics in a modern business economy – to win every battle without waging war. Her fundamental philosophy is no war has been won without intelligence and never will. Wake Up or Die is a powerful, exceptionally written treatise on the use of Intelligence in business today. Sandler shares the “must haves” to thrive and grow, with actual stories of winners and losers. This book is for all decision makers who want to succeed in today’s business world where “loss leaders” dominate, consumers hold all the power, and competition intensifies.

GUEST SPEAKER

Carlos Garcia has 10+ years of marketing and advertising research experience in the entertainment business throughout different markets. Appointed to his current role in October 2011, he directs all research efforts for Nickelodeon globally. He joined Viacom in 2002 as Research Manager for Mexico, then moved to Sao Paulo in 2004 to launch Viacom's research efforts in Brazil and Argentina, before moving to Miami in 2005 as Senior Director Business Solutions across Latin America. Carlos holds degrees from MBA Instituto Panamericano de Alta Dirección de Empresa IPADE, Sociology Post Graduate Degree Universidad Autonoma Metropolitana, and B.A Advertising Centro de Estudios Universitarios Publicidad Arte Radio y Television. HOW VIEWERS ARE REDEFINING THEIR RELATIONSHIP WITH TELEVISION In a short span of time, content has become available anytime and anywhere, opening up endless opportunities for viewing. Both rapidly and radically, we have seen TV redefined. In the midst of all this change, naysayers have predicted the end of television, as we have known it. But is that actually true? As a media company, it’s essential to understand how people are consuming content—even, and perhaps especially, if the findings turned out to be unfavorable. Viacom’s goal in this study was to reveal the truth of how people around the world are watching television in this transforming viewing environment. Viacom conducted ethnographies across four continents, commissioned an online quantitative study of over 10,500 respondents ages 6 to 34, and looked at 26,866 of their viewing occasions in 14 countries: Brazil, Mexico, Indonesia, Philippines, Australia, Malaysia, Singapore, Russia, Germany, UK, Italy, Poland, Netherlands and Sweden. The results were surprising and, in some ways, comforting. In an ever-more digitally connected world, television and great stories still connect people to each other--perhaps now more than ever.

ESOMAR

As Senior Creative Producer, Alfonso Regalado is responsible for managing, designing and implementing global, regional and local event-experiences and multifaceted projects for ESOMAR. Projects may include product launches, PR customization for key markets and brand strategy. Instilling creativity and boosting innovation across ESOMAR products and services is at his core. More than ten years of experience in media, research, international events, public relations and corporate communications in companies such as Time Warner, Brussels Press and the World Market Research Organization ESOMAR. NOTA IMPORTANTE: Si usted esta interesado en asistir al evento LATAM 2016 en Bogotá –o tiene preguntas al respecto- por favor contacte a Alfonso Regalado directamente al finalizar el evento “Best of ESOMAR Mexico” para obtener una tarjeta VIP que le dará acceso a una tarifa reducida para inscripción. Muchas Gracias!