2nd UNOMARKETING – RESPONSIBLE COMUNICATIONSeptember 28th – 29th 2010September 28th 29th, 2010

Fecomercio – São Paulo / SP, Brazil

SATOR & THE GREEN EVENT

Sator is an event promoter whose mission is to offer innovative, conscious, transformingsolutions for organizations and individuals committed to attitudes that guarantee thebalance between economic and social‐environmental development.The undertaking of this event evidences Sator’s mission because it arises from the premisethat relationships that companies make with the market are constituted in the socialcontext and, therefore, none of us, on our own, are able to solve all the questions that areplaced before us as the greatest challenges of our time; which the next generationsplaced before us as the greatest challenges of our time; which the next generationsdepend on our dedication to solve.

The Green Event is a Sator initiative to transform the events we organize into sustainableThe Green Event is a Sator initiative to transform the events we organize into sustainableventures. A Green Event takes into account sustainable decisions in the planning,execution and post event phases. Actions may include any of the following: trainingvolunteers and event service providers, waste management during the event and otherpromotional actions to increase the social environmental awareness of visitors andparticipants and finally a compensation of all greenhouse gases is calculated through adetailed research and report. The green event is not an award nor seal but rather aconcept of corporate responsibility.concept of corporate responsibility.

PRESENTATION

Unomarketing is an invitation to expand one’s awareness in relation to the role and the place of each individual in the immense and complex web that makes up the market of Communication and Marketing and the sectors role in social and environmental issues. It is an opportunity to find your place in this great challenge, shared by all and each one of us, to conduct and develop sustainable practices. Unomarketingbrings into light the corporate need for transparency within the corporate communication marketbrings into light the corporate need for transparency within the corporate communication market.

The Unomarketing Seminar brings together marketing and communication professionals to discuss newideas, actions and concepts with service providers and consumers on Setember 28th and 29th, 2010 in São Paulo, Brazil at Fecomercio. 

UNOMARKETING 2009

1st Panel : Beyond words: am I committed to my personal responsibility?

2nd Panel : Creative processes plus values, sensations and emotions: quality and commitment to the results.

3rd Panel: Reputation value and public perception: actual results and impact of conscious content3rd Panel: Reputation, value and public perception: actual results and impact of conscious content.

4th Panel : Ethics and education to create a culture of values.

José Pascowitch

UNOMARKETING 2009

5th Panel: New technologies, velocity and power.g , y p

6th Panel: Technological convergence and the new consumer.

7th Panel: Civil participation and strategic communication7th Panel: Civil participation and strategic communication.

8th Panel: Youth interactions with media.

• The Social Entrepreneurship Forum was a held parallel to Unomarketing andfocused on the topic “Is what we offer in crisis or is the crisis a result of few

SOCIAL ENTREPRENEURSHIP

FORUM ppeople thinking in solutions to the questions that we face?”.  The event providedan unique opportunity for the marketing and communication professionals to getto know social entrepreneur projects.

O U

1st Panel: New medias and community activities. How these great interactive possibilities can

contribute to reaching our mission.

2nd Panel : SOCIAL CPM : Social cost per thousand.  What are  our control mechanisms and what can we do to balance the investments that a company makes in ourprojects and campaigns to  say that they are investing in 

3rd Panel : Alliances with the government. What are themain questions that need to be solved for our alliancewith the government to strengthen our efforts andp j p g y y g

our projects?g g

provide better results to the public? 

CITY OF DREAMS

Th l h d d h h i i d h i i i h i bThe event also had a trade show area that invited the visitors to an experience where it becamepossible to believe that the city of dream could become reality through simple daily actions. 

The stands and rows that the visitors walked through were not symmetrical and usual but they wereg y ylaid out in an organic fashioning like a new city filled with small streets.

DURING THE EVENT

The Kindness Cycle at Unomarketing in partnership with Umbigo do Mundo agency.y g p p g g y

Small gestures, together, make a big difference. 

This was the purpose of which was put into practice during the event with gifting activitiesThis was the purpose of which was put into practice during the event with gifting activities. Unomarketing invited participants to renew their preconceived concepts and show that small gestures really do make a difference. 

And let’s go, one kind act at a time, build a better world to live in!

PARTNERS

IN THE MEDIA

MEDIA PLAN

• 28 advertisements run

PRESS AGENCY RESULTS

• 81 total clipping

• 18 web banners through partner sites

• 12 web banners posted by non‐partners

• 8 printed – 4 being in media vehicles with large circulations (Valor Economico, Folha de São Paulo, Globoand Gazeta Mercantil)

• 75 thirty second spots on Rádio Eldorado

• 57 e‐mail broadcasts

• 73 online clippings

• R$ 1,105,504: Approximate value of clippings (printed coverage only)

• Pamphlet of the event in the Revista Épocacoverage only)

• 5.766 cm of total clipping

MEMORABLE QUOTES

“I h ti i t d i f th i d“I have participated in many of these seminars and I tell you that this is the one that has moved me the most.” ‐ Rosa Alegria

“In the 20th century, man began to notice that development producestransformations that impact the environment and were able to foreseethe limit of this development model that increasingly burns fossil fuels,in an unsustainable manner.” ‐ José Goldemberg

“The structure of this congress, in line with the four Ken Wilberquadrants certainly contributes to give an expanded vision of howquadrants, certainly contributes to give an expanded vision of howhuman systems transform and evolve.” ‐ Adolfo Jarrin

MEMORABLE QUOTES “There doesn’t exist a separation between what

we feel, think and the fruit of being, feeling andacting. It is an absolute unity.”“It is all the same thing, what we are doing here is

b i i h i ”reverberating into the universe.”– Christina Carvalho Pinto

“Personal values and commitment are changing markets ”Personal values and commitment are changing markets.“Certification will lead products to develop ethical qualities.”“The most successful campaigns are those that have the highest moralvalues involved ” –Michael Conroyvalues involved. Michael Conroy

“Esthetic is ethic.”“Communication is much more like an identity exercise than manipulation of the form and of the packaging, to say that life is one p p g g, yway when in reality it is another.” ‐ Ricardo Guimarães

UNOMARKETING 2010 PLATFORM LAUNCH

UNOMARKETING2010

UNOMARKETING RESPONSIBLE COMMUNICATION &UNOMARKETING – RESPONSIBLE COMMUNICATION &PLATFORM LAUNCHING 2010

UNOMARKETING PORTAL RESEARCH BY MAPPING 

TENDENCIES AND KEY PLAYERS

DEVELOPMENT OF REPORTSUNOMARKETING SEMINAR

PLATFORM OBJECTIVE B h i f i f i i i l iPLATFORM OBJECTIVE:  Be the main reference point for communication in relationto sustainability practices and present relevant, dynamic content to thecommunication and marketing professionals, therefore creating new cultural values for corporate communication created based on the exchange of information,values for corporate communication created based on the exchange of information, experiences, cases and content.

UNOMARKETINGPORTAL

UNOMARKETING PORTAL LAYOUT (IN DEVELOPMENT SUBJECT TO CHANGES)UNOMARKETING PORTAL LAYOUT (IN DEVELOPMENT, SUBJECT TO CHANGES)

Thematic rooms with thethemes: Responsible

SeminarInformation

pConsumption; Certificationand Seals; Sustainable Brands; Strategies in CommunicatingSustainability and Sustainable

Guest columnist area, namesconfirmed: Hiran Castello Branco, Ricardo Voltolini, 

Design.

Rodrigo Bandeira, Dr. Michael Conroy e Ismael Rocha

UnomarketingCommunity with activeparticipation of themembers in forums and

li hRecommendation ofblogs  and

communities

online researches

Reference and actionsdeveloped by

communication and

NGO projectrecommendations, organized by type, to support and inspire communication and

marketing entities.

pp pour own projects

UNOMARKETING PORTAL

UNOMARKETING PORTALUNOMARKETING PORTAL 

The Unomarketing Portal will be an online network focusing on communicatingsustainability throughout our markets with tendencies, cases, videos, news and services. Ally g , , ,this will work together to consolidate our responsible roles to foment sustainable practices.

Unomarketing Digital Media Unomarketing Digital Networking

Within the portal we will have the Digital Networking tool, an online relationship basedsystem that will allow you to develop professional ties to service providers, buyers and allthe participants of Unomarketing. 

UNOMARKETING MAPPING

INEDITED MAPPING OF THE MARKETS TO DEVELOP THEINEDITED MAPPING OF THE MARKETS TO DEVELOP THE UNOMARKETING REPORTS

MAPPING OF TENDENCIES MAPPING OF  KEY PLAYERS

•Research of tendencies of marketing andcommunication

•Thematic cluster identification from the tendenciesthat were identified.

•Elaboration of an evidences matrix thatwill unite the most relevant tendencies

• Research to identify organizations and people thatmake up these clusters

Development of a dynamic map showing the relationships between the key players with namesand cases studies involved in these global tendenciesand cases studies involved in these global tendencies. 

Mapping partnership with Luiz Bouabci.

Luiz Bouabci is involved with the complexity of networks. Obtained a masters degree in Sustainability at Fundação Politécnica da Catalunha; his thesis was titled “ Sustainability – TheNetworks  Are The Way”. He obtained his bachelors degree in law and studied in Baker & McKenzie in San Diego California for a time He also worked in the research and content team atMcKenzie in San Diego, California for a time. He also worked in the research and content team atAmana‐key and coordinated the networks area of Ashoka – Social Entrepreneurship. He currently is at the front of Mobconsult working with the complex mapping of human networks.

UNOMARKETING REPORTS

UNOMARKETING REPORTS – RESPONSIBLE COMMUNICATION

REPORT TOPICS 2010REPORT TOPICS 2010

Responsible Consumption March

Certification and Seals April

Sustainable Brands May

Responsible Communication Strategies June

Sustainable Design July

Sustainability and Digital Communication August

Unomarketing 2010 Edition September

Unomarketing Reports Partner: Ricardo Voltolini

Unomarketing 2010 Edition September

Ricardo Voltolini is a journalist and consultant specialized in sustainability; publisher of themagazine Ideia Socioambiental and director of the consulting company Ideia Sustentável: Estratégia e Inteligência em Sustentabilidade (Sustainable Idea: Sustainability Intelligenced S )and Strategy)

UNOMARKETING SEMINAR

Date: Setember 28th – 29th, 2010 – Venue: Fecomercio – São Paulo,SP, Brazil

Inspired by the Ken Wilber Integral Framework concept the methodology wasadapted by Sator for the subjects of theS i Th bj t tt th f

INDIVIDUALINTERIOR

INDIVIDUALEXTERIOR

Personal Technology Seminar. The subject matter thereforeintegrates different fields of knowledge(science, philosophy, art, ethics andspirituality), bringing these concepts adapted

Personal development,                              

Self‐consciousness, Conscience and 

Psychology

Technology,Neurosciences and Biotechnology

p y), g g p pto the Communication and Marketing sectorswith the goal to create a world view that willbring about the development of a new cultureb t th i ti d k ti

COLLECTIVEINTERIOR

COLLECTIVEEXTERIOR

Psychology

Fashion Media Social environmental between the communication and marketing professionals and the world in which it plays an important role and subsequently creatingnew approaches in facing the challenges that

Fashion, Media,  Consumption,

Lifestyles, Cultural  values and  

Organizational

Social environmental responsibility, Non‐profit organizations, Participation and pp g g

our planet and society faces.Organizational  

cultureParticipation andLeadership

PROPOSED SEMINAR SCHEDULE

1st PANELMorning

Subject focused on PersonalDevelopment

3rd PANELMorning

Subject focused onTechnologyDevelopment Technology

Presentation of 2 Case Studies Presentation of 2 Case Studies

2nd PANELAfternoon

4th PANELAfternoon

Subject focused on Consumption, Media, Values and Culture

Subject focused on Social Responsiblity, Mobilizations, Third Sector, Participation and Leadership

September28th

September29th

Analysis of TendenciesSynthesis of Commitments

Indicators

Sythesis of CommitmentsUno Pledge – Principles2010/2011

28th 29th

UNOMARKETING 2010DYNAMICS

Panel Dynamics

Inspirator Keynotes Inspiring speech

Multipliers Debators Bring other points of view to enrich the debate

Synthesisers Moderators Guide debates around the focus questionsq

Synopsis “Listen” to the crowds reaction and the

Resonance Box

Synopsis catalysts, reflex,

mirror

Listen to the crowds reaction and the groups not represented and ask

questions

UNOMARKETING 2010DYNAMICS

Case Studies’ Dynamics

Company Case Company Case Company Case Study 2

Company Case Study 1

Publicity AgencyRepresentative

Objectives: Verify through

Corporate Communication / Press Representative

the experience of eachrepresentative if the cases presented have questions(challenges qualities and

Marketing Representative

Synthesiser (challenges, qualities andpotenial) in common, suchas if the case use differentmeans of communication

Civil SocietyRepresentative

and if it transmits clearly thecompany’s values.

UNOMARKETING 2010DYNAMICS

Tendency Analysis / Sythesis of Commitments / Indicators

Objectives: Present tendencies, synthesis of the day and presentation of the sustainabilityindicators for propaganda.

U Pl d P i i l f 2010 / 2011Uno Pledge – Principles for 2010 / 2011 

Based on what was presented at Unomarketing, principles will be defined for the communication and marketing professionals with goals to be reached by December 2011.

SPEAKERS

SUGGESTED KEYNOTE SPEAKERSSUGGESTED KEYNOTE SPEAKERS

Allan Kaplan South African consultant, author of the book “Development Practitioners and Social Process ‐ Artists of the Invisible”

Derrick de KerckhoveDoctorate of French and French Literature through the University of Toronto, Canada and "Doctorat du 3e cycle" in the Art of Sociology through Tours University France Has lead for more than 20 years the McLuhancycle  in the Art of Sociology through Tours University, France.  Has lead for more than 20 years the McLuhanProgram of Culture and Technology at the University of Toronto.

C. Otto ScharmerMIT Professor and visitor professor of the Center for Innovation and Knowledge Research; Founding Memberof the SOL – Society for Organizational Learning. Co‐author of the book that brings the Theory of U in details.

Peter SengeF d f SOL S i t f O i ti l L i f K l d M tFounder of SOL – Society for Organizational Learning; guru of Knowledge Management.

“What I want to say is that, the more we manipulate the less we participate and the less we participate the more alone we are andparticipate, and the less we participate the more alone we are, and the more we participate the less we can manipulate. And I think, for

people in marketing, well for all of us actually, it is a very difficult balance to maintain that relationship between manipulation andbalance to maintain that relationship between manipulation and

participation; probably one of the most important things you must find a balance in, which is a struggle.”

Allan Kaplan