International forum
Effie Russia
Purposeful brands:
Winning the hearts of tomorrow's consumers
Moscow, September 20, 2018
Moscow School of Management SKOLKOVO
About forum
All global brands are now facing an obligation to radically transform their business and meet the ever-rising social, environmental and ethical requirements. Responsibility becomes a certain value driver and earns a growing number of supporting votes among shareholders, consumers and key employees.

Visionary companies see sustainability as the future business model, where corporate responsibility evolves from philanthropy to transformation of business processes and supply chains, as well as to creation of successful products and infrastructure for sustainable positive change. Brands with social mission win hearts and trust of consumers and gain an upper hand in every competitive industry.

Business as a positive change driver is highly acknowledged by global community. Each of the 17 sustainable development goals outlined in UN "2030 Agenda", has challenges and opportunities for business: starting from fighting poverty and inequality to maintaining biodiversity and economic growth.

For the first time ever, Effie Russia, being the national venue of the world's most prominent marketing effectiveness award invites top executives of both global and Russian companies' to:
- openly discuss the trend's influences on business and marketing all over the world;
- evaluate how it develops in Russia;
- appraise the Effie winners, the best marketing case studies with a social mission;
- launch Positive Change Effie Award, the major global award for effective purposeful marketing, this time in Russia.

Russian and international business leaders, entrepreneurs, chief executives, marketing, communication, sustainability and corporate social responsibility officers; advertising agencies' owners and senior executives.
The message by the Director
of the Outreach Division,
Department of Public Information
UN Maher Nasser to the guests of the forum
Photos from the forum
Anton Belov
Director, Garage Museum of Contemporary Art
Philipp Bodzenta
Director, Public Affairs & Communications, The Coca-Cola Company Austria
Claudio Cavicchioli
Country Manager, L'Oréal Russia
Alexander Chmel
Professor of the Practice, Moscow School of Management SKOLKOVO. Senior Adviser on work with boards of Directors in Russia and CIS,
Spenser Stuart
Luis Franco
CEO, Ogilvy Russia
Pia Heidenmark Cook
Chief Sustainability Officer, IKEA Group
Igor Korotetsky
Partner, Risk management Department, Head of corporate governance and sustainable development services Group, KPMG in Russia and CIS
Sami Lundgren
VP, Environment and Responsibility, UPM-Kymmene Corporation
Ricardo Martin
Vice President of Marketing Beauty & Personal Care, Board Member,
Unilever Russia, Ukraine and Belarus
Claire Miller
SVP Global Strategy Director,
McCann Worldgroup
Guzel Sanzhapova
Founder, Cocco Bello
Andrei Sharonov
President, Moscow School of Management SKOLKOVO
Ekaterina Son
CEO, Effie Russia
Olga Yurkova
Deputy Head of PR-Department for regional communications, including CIS, Group MTS
Pia Heidenmark-Cook
Chief Sustainability Officer
IKEA Group

Holds both a Technical Licentiate degree and a M.Sc. in Environmental Management, from the University of Lund, Sweden, and a M.Sc. in International Business Administration and Economics from Uppsala University, Sweden

Professional Experience
Has worked with, lectured and studied CSR/sustainability related topics since 1996, both across academia, consultancy and business, mainly across tourism and retail sector.
Before joining IKEA in 2008, worked as Vice President Corporate Social Responsibility at the Rezidor Hotel Group, operator of hotel brands Radisson Blu and Park Inn (300+ hotels in 50+ countries). During this period, chaired the tourism branch of Prince of Wales Business Leader's Forum, a membership organization for all major international hotel brands.
During 2017, she was acting CSO, and before that head of Sustainability in IKEA Group Retail & Expansion, embedding sustainability in IKEAs retail operations and securing a more sustainable offer to IKEA customers. She was for several years (ended 2017) co-chair of REAP, Retailers Environmental Action Programme, together with a member of the EU Commission.
Since February 2018, Chief Sustainability Officer (CSO) at IKEA Group, the world's leading home furnishing retailer set out to become a people and planet positive business. She leads a team of sustainability professionals in the global office, as well as sustainability experts integrated across the retail, shopping centre and customer fulfillment business across 30 markets in Europe, Asia Pacific and North America.

All kinds of activities with her Canadian husband and two daughters.

About the Company
IKEA Group (Ingka Holding B.V.), with 363 stores in 29 markets is the largest IKEA franchisee. We are a values-driven company with a passion for life at home.
Alan Jope
President Beauty and Personal Care

Bachelor of Commerce, Edinburgh University, Scotland. General Management Program, Harvard Business School.

Professional Experience
Worked in a number of sales and marketing roles in the UK, Thailand, and the US after joining Unilever in 1985.
From 2009 led Unilever's business in Greater China, being appointed President of Unilever North Asia in 2011.
Since November 2011 Alan has been a member of the Unilever Leadership Executive.
Before being appointed President of Unilever's Beauty & Personal Care business, had been the President, Russia, Africa & Middle East since 2013.
His previous senior roles include global category leader for several of Unilever's Foods categories, and President of Unilever's Home & Personal Care business in North America.
Was appointed President of Unilever's Beauty and Personal Care business in September 2014.

Football and motorcycle adventure.

About the Company
Since launching in 2010 Unilever Sustainable Living Plan (USLP) is at the heart of Unilever strategy for achieving business growth. USLP includes 3 main fields: improving health and well-being, reducing environmental impact and enhancing livelihoods. USLP provides a blueprint for achieving our vision to growth our business whilst reducing our environmental footprints and increasing our positive social impact.
Andrei Sharonov
Moscow School of Management SKOLKOVO

graduated from Ufa State Aviation Technical University and the Russian Academy of Public Administration under the President of the Russian Federation; holds a Ph.D. in sociological science.

Professional Experience

In 1989-1991 Andrei was People's Deputy of the USSR, and until 1996 served as the Chairman of the State Committee of the Russian Federation for Youth Affairs.
Between 1996 and 2007 served in the Ministry of Economic Development and Trade of the Russian Federation as Head of Department, Deputy Minister and Secretary of State.
From 2007 until 2010 worked as a Managing Director and the Chairman of the Board of Directors of Troika Dialog Investment Company where he oversaw investment banking business.
Moscow Mayor, with his December 22, 2010 Directive appointed Mr Sharonov as Moscow Government Deputy Mayor for Economic Policy and the Chairman of Regional Energy Commission. He was also the Head of the Executive Committees of Moscow Urban Forum and Open Innovations Forum.
In 2013, he was appointed as Dean of SKOLKOVO Business School and in September 2016 Andrei was elected President of the Business School.
From 2013 to 2016 served as a rector of the Business School. In September 2016 was appointed President of the Moscow School of Management SKOLKOVO.
Mr Sharonov was awarded the Aristos Independent Director Prize in 2009, received the Director of the Year 2009 Independent Director National Award and Person of the Year 2012 International Award for Business Reputation. He also received special award for personal contribution to the development of corporate management in 2016 from the Independent Directors Association and the Russian Union of Industrialists and Entrepreneurs. Was awarded the Order of Honour and is an Honoured Economist of the Russian Federation. He also received President's Letters of Gratitude in 2003 and 2008.
Andrei is a Chairman of the Board of Directors in NefteTransService, member of the Management Board in PJSC Sofkomflot, PJSC NOVATEK, PJSC PhosAgro.


About the Company
One of the leading private business schools in Russia and the CIS. Founded in 2006. The school's founding partners include 10 Russian and international companies and 11 individual leaders of Russian business. The range of educational programs of the Moscow School of Management SKOLKOVO includes programs for business at all stages of its development – from a start-up to a large corporation entering international markets. SKOLKOVO is also a center of expertise for companies and entrepreneurs who make a bet on Russia and work at the emerging markets.
Sami Lundgren
VP, Environment and Responsibility
UPM-Kymmene Corporation

Graduated from the Helsinki University with an M.Sc. in Biology in 2001.

Professional Experience
Started his UPM career at Voikkaa paper mill in 1987.
In 2001 he joined the Environment and Responsibility Team at the UPM Head Office.
The last 17 years Sami has combined his practical industry knowledge and the university studies in various tasks in UPM's sustainability activities, including short assignments in Canada and China.
He started as Environmental Analyst and was promoted to Senior Environmental Analyst in 2006.
Since 2009 has held several Director positions.
Since 2016 has held the position of Vice President, leading UPM's global activities with the team of 15 dedicated professionals.
While evolving his career from a shop floor position to the one of a senior executive, he has seen and contributed to UPM's transformation from a traditional paper company to a Biofore company.

Reading, nature and spectator sports.

About the Company
UPM leads the forest-based bioindustry into a sustainable, innovation-driven and exciting future across six business areas: UPM Biorefining, UPM Energy, UPM Raflatac, UPM Specialty Papers, UPM Communication Papers and UPM Plywood. UPM provides sustainable and safe solutions to the growing global consumption. Products are made of renewable and recyclable materials. The group employs around 19,100 people worldwide and its annual sales are approximately EUR 10 billion. UPM shares are listed on NASDAQ OMX Helsinki.
Alexander Chmel
Professor of Practice, Moscow Shool of Management SKOLKOVO
Senior Advisor on Working with Boards of Directors in Russia and CIS, Spenser Stuart

Graduated from Leningrad Institute of Soviet Trade and Leningrad Polytechnic Institute. A graduate of the London Business School. Certified Director of the UK Institute of Directors (IoD, UK).
PhD in Economics.

Professional Experience
Alexander Cmel has over 15 years of experience in working with Boards of Directors and in serving as a member of the Boards of Directors in major Russian public companies, including Enel Russia, Chelyabinsk Pipe-Rolling Plant (ChelPipe), Vysochaishy. Member of the Supervisory Board of the Association of Independent Directors (AID).
Throughout his career, Alexander has worked in senior positions in one of the Big Four companies on various projects in Russia as well as in Central and Eastern Europe. He was also a head of project at the initial public offering (IPO) of a Russian generating company in November 2006 and at secondary public offering (SPO) of a Russian energy company with the launch of depositary receipts on the London Stock Exchange in October, 2007.
In 2016, he became one of the 50 Best Independent Directors in Russia at the Director of the Year National Award.
As a Professor of Practice of Moscow School of Management SKOLKOVO, Alexander lectures on corporate governance and finance.

Photography and travelling with his whole family.

About the Company
One of the leading private business schools in Russia and the CIS. Founded in 2006. The school's founding partners include 10 Russian and international companies and 11 individual leaders of Russian business. The range of educational programs of the Moscow School of Management SKOLKOVO includes programs for business at all stages of its development – from a start-up to a large corporation entering international markets. SKOLKOVO is also a center of expertise for companies and entrepreneurs who make a bet on Russia and work at the emerging markets.
Spencer Stuart is the most authoritative international company in search of General Directors, members of the Board and top managers. As a private company since 1956, Spencer Stewart focuses on providing companies with knowledge, information and results through a team of experts who work in 56 offices in 30 countries and are experts in more than 50 practices.
Anton Belov
Garage Museum of Contemporary Art

Graduated from National University of Science and Technology MISIS. Major: Physical Chemistry of Processes and Materials.

Professional Experience
Before starting his work in the Garage Museum, Anton founded a non-profit project Gallery White to help young artists to create new projects.
In 2009, he became the publisher of Artgid, a bilingual magazine, and consequently an online resource on contemporary art, which, currently is a leading publication in the field.
Since 2010, Director, Garage Museum of Contemporary Art.
From 2012 to 2013 was a member of the Public Council under the Ministry of Culture of the Russian Federation.
Since 2018, Head of the Affiliated Department of the Higher School of Economics National Research University.

About the Company
Garage Museum of Contemporary Art is a place for people, art, and ideas that create history.
Founded in 2008 by Dasha Zhukova and Roman Abramovich, Garage is the first philanthropic institution in Russia focused on development of contemporary art and culture.
Extensive exhibition, education, science and publishing program carried out by Garazh reflects current processes in the Russian and international cultural environment and provides excellent opportunities for dialogue, as well as for creation of new art works and the birth of new ideas. The Museum's collection is central to that while also being the only public archive in the country dedicated to the development of the Russian contemporary art from the 1950s through to the present.
On May 1, 2014 Garage Center for Contemporary Culture changed its name to Garage Museum of Contemporary Art, reflecting the co-founders' commitment to providing long-term public access to the works of the living artists and to the art history materials. On June 12, 2015 the museum moved to its first permanent home in Gorky Park, in the heart of Moscow.
Andrei Trubnikov
Natura Siberica, Recipes of Grandmother Agafia, Organic Shop


Graduated from the Faculty of International Economic Relations, MGIMO.

Professional Experience
In 2003, founded the First Solution company and released his first shampoos under the brand name Recipes of Grandmother Agafia.
In 2008, the company launched Natura Siberica, Russia's first natural products line certified according to European Eco Standards.
In 2017, The Times included Natura Siberica shampoos in the top five natural shampoos rating, while
The New York Times called Andrey's company a "rare bright spot in the Russian economy".

About the Company
Natura Siberica is a brand of natural and organic cosmetics based on extracts of wild plants of Siberia. All herbs on which the cosmetics are based are harvested by hand in the wild or grown on their very own lands. Natura Siberica is represented in more than 60 countries around the world. NS brand shops are open in Spain, Denmark, Estonia, Japan, Hong Kong and in a number of other countries.
Igor Korotetsky
Partner, risk management Department,
Head of corporate governance and sustainable development services Group
KPMG in Russia and CIS

Graduated from Lomonosov Moscow State University, speciality "Economy".
Advanced training in Schulich School of Business - York University, the University of North Carolina and the Moscow school of management SKOLKOVO.

Professional Experience
Specializes in the implementation of complex projects in the field of risk management, corporate and sustainable development. For the last 15 years, he has been managing projects to implement sustainable, resource-and energy-efficient business processes, improve reliability and efficiency, reduce risks, and develop corporate governance culture in companies. Among the clients are large private and public companies in various sectors of the economy in Russia and abroad, as well as state authorities.

About the Company
KPMG is a Big Four company, an international network of firms providing audit, tax and consulting services. The company was founded in 1987 and currently operates in 152 countries around the world.

Philipp Bodzenta
Director Public Affairs & Communications
The Coca-Cola Company, Austria

Holds an MBA from the University of Economics and Business Administration Vienna and was an exchange student with a study scholarship at the MBA program of the University of Illinois.

Professional Experience
Philipp joined Coca-Cola in 1997 as Brand Manager. Today, he is Director Public Affairs & Communication for Austria.
In 2003 − Project Manager for Europe, Eurasia and the Middle East for the EURO-final draw, in 2004 for the Olympic Games 2004 in Athens.
In 2005 and 2006 − Director Global Marketing Communications – Sports Entertainment. In this period Coca-Cola renewed two global sports-partnerships: with the International Olympic Committee (announcement at the Great Wall in China) and with FIFA (announcement in Cape Town, South Africa).
He was also responsible for the Olympic Games Global Media relations at the Winter Games 2006 in Torino and the Global PR for the FIFA World Cup. He was also Coke General Manager Project Special Olympics for die World Winter Games 2017 in Austria.
He developed innovative solutions like biggest social entrepreneur start up fund in Austria (Get active Social Business Award), innovative Health & Nutrition platforms and Active Lifestyle initiatives (Coke Cup, Running events), social media platforms (first global blogging activity for The Coca-Cola Company) and stakeholder engagement tools (global shapers). He is Vice-president of the Austrian-American society.

Sports and family activities.

About the company
The Coca-Cola Company is a total beverage company, offering over 500 brands in more than 200 countries and territories. In addition to the company's Coca-Cola brands, their portfolio includes some of the world's most valuable beverage brands, such as AdeS soy-based beverages, Ayataka green tea, Dasani waters, Del Valle juices and nectars, Fanta, Georgia coffee, Gold Peak teas and coffees, Honest Tea, innocent smoothies and juices, Minute Maid juices, Powerade sports drinks, Simply juices, smartwater, Sprite, vitaminwater and ZICO coconut water. The Coca-Cola Company is constantly transforming their portfolio, from reducing sugar in our drinks to bringing innovative new products to market. The Coca-Cola Company is also working to reduce their environmental impact by replenishing water and promoting recycling. With their bottling partners, they employ more than 700,000 people, helping bring economic opportunity to local communities worldwide.
Claire Miller
SVP Global Strategy Director
McCann Worldgroup.

Professional Experience
Claire began her career at the BBC before switching over to advertising where she joined BMPDDB, the birthplace of strategic planning. There Claire was fortunate to learn from and work with some of the most talented strategic and creative minds on award winning brands such as PG (Chimps), Lurpak (Douglas), Cravendale and Knorr, then moved to Rome where she led the Global Planning for Unilever ice-creams, winning a European Effie on Magnum ice-creams (a personal favourite product!).
Back in London Claire was the strategic lead on the beauty team responsible for the evolution of L'Oreal into the digital space and worked on the launch of the I-Paper., writing a Marketing Society Paper.
Now is Chief Strategy Officer for the Nestle Global Business at McCann Worldgroup. Responsible for the strategic output on Nestle Brands across 57 markets, helping deliver brand strategies and innovations that help to drive growth around the network. Runs thought Leadership workshops to help brands seek out new opportunities to reach their potential in innovative ways. Claire is a Member of the MWG Global Strategic Leadership Council, working to develop tools and processes to upskill the planning community globally.

Painting and ice-cream.

About the Company
McCann Worldgroup operations are united across 100+ countries by a single mission: to help brands play a meaningful role in people's lives. By developing a deep strategic understanding of our clients' businesses and their consumers, we create evocative and effective brand communications. It's powerful and innovative creativity that helps marketers grow their brands and businesses…and it's what we are committed to achieving every day, everywhere, and for every client. Worldgroup today spans and integrates a broad range of global practices including:
• McCann (advertising)
• MRM//McCann (digital marketing/relationship management)
• Momentum Worldwide (sponsorship & experiential) • McCann Health (professional/dtc communications)
• CRAFT (global production)
• UM (media management)
• Weber Shandwick (public relations)
• FutureBrand (consulting/design)
• PMK-BNC (entertainment/popular culture)
Guzel Sanzhapova
Cocco Bello

Graduated from Faculty of World Politics, Lomonosov Moscow State University.

Professional Experience

Started her career in the Information Office of the Nordic Council of Ministers in Kaliningrad. Consequently, acquired a position in the Moscow office of SAP IT company.
Since 2012, Guzel has combined working in a large corporation with the management of a small bow tie production.
In 2013, she decided to work exclusively on her own project and diversified a product line, making a bet on honey-based products manufacturing.

About the Company
In world business practice, turning production of honey cream and berry mix into a project with humanitarian and territory development dimension is quite unique. That is precisely the case of the Cocco Bello project: an apiary of the Sangapov family became the only household in the village of Maly Turysh that creates jobs in that previously declining community. This socially aware enterprise serves as a brilliant example of a territory development agency as it finances the creation of the essential tangible infrastructure for the local community.
Claudio Cavicchioli
Country Manager
L'Oréal Russia

Graduated from the faculty of Economics at the University of Rome (Italy).

Professional Experience
Started his career in Johnson&Johnson Consumer Division, Italy, in marketing.
Then moved to Sara Lee Italy where in nine years he covered the positions of Marketing Director Italy, Marketing Director Europe then General Manager Italy.
From 2000 to 2007 − Country Manager Consumer Division France, Johnson&Johnson.
From 2007 to 2010 − also responsible for Eastern Europe and Middle East for a Medical Device Division, Johnson&Johnson.
From 2010 to 2012 − Country Manager of L'Oréal Turkey.
Since 2012 − Country Manager of L'Oréal Russia.

Plays piano as amateur musician.

About the Company
L'Oréal has devoted itself to beauty for over 100 years. With its unique international portfolio of 34 diverse and complementary brands, the Group generated sales amounting to 26.02 billion euros in 2017 and employs 82 600 people worldwide. As the world's leading beauty company, L'Oréal is present across all distribution networks: mass market, department stores, pharmacies and drugstores, hair salons, travel retail, branded retail and e-commerce.
Research and innovation, and a dedicated research team of 3 885 people, are at the core of L'Oréal's strategy, working to meet beauty aspirations all over the world. L'Oréal's sustainability commitment for 2020 "Sharing Beauty With All" sets out ambitious sustainable development objectives across the Group's value chain.
Luis Franco
Ogilvy Russia

Mechanical Engineer, MBA.

Professional Experience
20+ years of experience in marketing and advertising.
Led regional and global campaign developments with clients in different countries/including North America, Latin America, Europe and Middle East, and international clients such as Coca-Cola, BAT, GSK, BP/Castrol, SC Johnson, Fiat, Michelin, Air France/KLM, Kimberly-Clark, Vale, Anglo American, Paramount Pictures, United Nations, FlFA and International Olympic Committee.
Led the development of campaigns that won 31 Cannes lions including a Cannes Lion GP.

Music, Painting & Home beer making. Global Travel & Sports.

About the Company
A WPP Company founded by David Ogilvy 70 years ago. Our purpose is To Make Brands Matter.
Today the world is fragmented, chaotic, even unpredictable. Brands offer focus. To make the most of that opportunity, brands must have meaning, coherence and shape. We design the brand; we turn the brand into an experience; and we communicate the brand's story. We make brands matter.
Ekaterina Son
Effie Russia

Graduated from the Faculty of Economics of Lomonosov Moscow State University.

Professional Experience
Started her career in 1995 in the Deloitte audit company.
In 1997 joined Independent Media in the position of Finance Manager.
Throughout her career, headed The Moscow Times, Smart Money, Financial Director, Agribusiness publications and held senior positions in Vedomosti newspaper as well as in Sanoma Independent Media Publishing House.
From May 2013 to July 2016 worked as Director General of the RBC Publishing House.
Since July 2016 is the CEO of Effie Awards Russia.

Diving and mountain hiking.

About the Company
The Effie Awards are known by advertisers and agencies globally as the pre-eminent award in the industry, and recognize any and all forms of marketing communication that contribute to a brand's success. Since 1968, winning an Effie has become a global symbol of achievement. Today, Effie celebrates effectiveness worldwide with the Global Effies and the Positive Change Effies, regional programs in Asia-Pacific, Europe, the Middle East / North Africa and Latin America, and more than 45 national Effie programs.
Vladislav Kreinin
Vice President, Marketing Director
Sberbank Group

In 2008 he graduated with honors from Saint Petersburg State University, degree in International Media & Communications.
In 2009 he graduated from University Rey Juan Carlos (Madrid, Spain) and ESERP Business School with MA degree in Financial Management.

Professional Experience
In 2005 he started his career on the 5th Channel (Saint Petersburg) as co-presenter of teen show Mind Games and reporter in daily show Morning & The city.
From 2007 to 2008, he was Head of Marketing & PR in Amphora Publishers, leading non-fiction and modern literature publishing house.
In 2008 was published his journalist investigation book End of Utopia: story of the financial pyramid (Alpina Business Books) that became bestseller in Russia and was translated into French in 2009.
In 2009 he worked in corporate cash management department of HSBC Bank in Madrid.
From 2010 to 2011, he was Head of brand management and brand communications in MDM Bank during the M&A with URSA Bank and rebranding processes.
From 2011 to 2013, he was Head of Marketing & PR in Rambler and Afisha United Company, during the M&A, rebranding and new strategy development processes.
In 2012 and 2013 he was named one of the best young media-managers in Russia according PWC rating.
In 2013 he became COO of Svyaznoy Digital, part of Svyaznoy Group.
In October 2013 he was promoted to CEO of Yopolis, global digital platform for citizen engagement and participation, part of Svyaznoy Group.
During 2015 he was Marketing&Strategy adviser to mayor of Innopolis City (Tatarstan), responsible for media launch of the new city, urban planing, citizen experience and citizen acquisition strategies.
In September 2015 he joined Sberbank team as Managing Director of Department of Client Relations (Retail Business Unit), Head of Social Business Segment.
In March 2017 he became Head of Division, Special Solutions in Retail Business.
Since August 2017 he works as Vice President, Marketing Director of Sberbank Group.
Ricardo Martin
Vice President of Marketing Beauty & Personal Care
Board Member
Unilever Russia, Ukraine and Belarus

Professional Experience
In Unilever since 1996. Graduate of the Unilever Future Leaders program. He began his career in the manufacturing and supply service at Unilever in Argentina.
From 2006 to 2012, he headed the marketing division of the Unilever skincare category in various regions of the world.
From 2013 to 2014 − Vice-President of skincare category, Unilever USA.
From 2014 to 2016 − Head of marketing, Unilever Canada.
Since September 2016 − Vice President of Marketing Beauty & Personal Care, Unilever in Russia, Ukraine and Belarus. He is a member of the Board of Directors of the company in the region.

About the Company
Since launching in 2010 Unilever Sustainable Living Plan (USLP) is at the heart of Unilever strategy for achieving business growth. USLP includes 3 main fields: improving health and well-being, reducing environmental impact and enhancing livelihoods. USLP provides a blueprint for achieving our vision to growth our business whilst reducing our environmental footprints and increasing our positive social impact.
Olga Yurkova
Deputy Head of PR-Department for regional communications, including CIS
Group MTS

In 2006 graduated from State University of Management (Moscow). Major: Public relations.

Professional experience
From 2003 to 2006 worked worked in the insurance group "SOGAZ", subsidiaries of "Gazprom", previously engaged in PR-support of educational projects.
From 2006 to 2012 worked in the press office of the telecommunications company.
Since 2013, has been the head of the regional Department of public relations of MTS Group, responsibilities include management of regional press offices of MTS Group, implementation of communication and charity strategy in branches and subsidiaries.

About the company
MTS is the largest Telecom operator and provider of digital services in Russia and CIS countries, providing service more than 110 million subscribers. The portfolio of services under the MTS brand includes mobile and fixed communication and data transmission services, cable and satellite TV, the largest non-food retail in Russia, banking and financial services, IT solutions in the field of system integration, "Internet of things", cloud services, Big Data, cyber security and electronic document management. The company is a traditional leader in the Russian mobile market in terms of subscriber base, revenue and business profitability. MTS shares are listed on the New York stock exchange under the code MBT, on the Moscow exchange under the code MTSS.
September 20, Thursday
11:00 – 12:00
Registration and welcome coffee and tea
12:00 – 13:20
Plenary session
Sustainability as a new digital. What's so important about another global transformation.
Andrei Sharonov, President, Moscow School of Management Skolkovo

Subjects for discussion:

  • Sustainability as a business model of the 21st century. How to grow economy and secure quality of life for the next generations
  • All in: why do we need integration of sustainable development goals into business strategy
  • Where is my money: what is the sustainability pay-off today
  • Leadership as the key tool for any sustainability transformation in business
Pia Heidenmark Cook, Chief Sustainability Officer, IKEA Group
Sami Lundgren, VP, Environment and Responsibility, UPM-Kymmene Corporation
13:20 – 13:40
Refreshment break
13:40 – 15:00
Focus session
The revolution of purpose: how marketing changes within the global sustainability transformation
Ekaterina Son, CEO, Effie Russia

Subjects for discussion:
  • Consumer Z: aspirations of the most responsible generation ever
  • Why global brands prefer purposeful marketing, how to measure its business efficiency and social impact?
  • Partners in transformation: how agencies' business changes to ensure support for their clients on their way to sustainability?
  • Sustainable development goals as a global insight: starting a conversation with your target audience
Philipp Bodzenta, Director, Public Affairs & Communications, The Coca-Cola Company Austria
Luis Franco, CEO, Ogilvy Russia
Ricardo Martin, Vice President of Marketing Beauty & Personal Care, Board Member, Unilever Russia, Ukraine and Belarus
Claire Miller, SVP Global Strategy Director, McCann Worldgroup
    15:00 – 15:40
    15:40 – 17:00
    Strategic session
    Sustainable development goals for business and marketing in Russia
    Alexander Chmel, Professor of Practice, Moscow School of Management Skolkovo. Senior Adviser on Work with Boards of Directors in Russia and CIS, Spenser Stuart

    Subjects for discussion:
    • Give a man a fish or teach him to fish: how Russian business sees its responsibility?
    • Which brands rely on sustainable development goals in their business strategy and marketing: Effie Russia & KPMG joint research presentation
    • Global brands' social initiatives endeavor in Russia: performance and future plans
    • Vote with your feet: how Russian business grows while fostering responsible consumption
    Anton Belov, Director, Garage Museum of Contemporary Art
    Claudio Cavicchioli, Country Manager, L'Oréal Russia
    Igor Korotetsky, Partner, Risk Management Department, Head of Corporate Governance and Sustainable Development Services Group, KPMG Russia and CIS
    Guzel Sangapova, Founder, Cocco Bello
    Olga Yurkova, Deputy Head of PR-Department for regional communications, including CIS, Group MTS
    17:00 – 18:00
    Effie Positive Change Awards Launch in Russia Cocktail Reception
    Lead partner
    Strategic partner
    Program consultant
    Lead media partner
    Intellectual partner
    Media partner
    Svetlana Chashkina
    Program Consultant
    +7 (916) 085 77 13
    Ekaterina Son
    CEO Effie Russia
    +7 (903) 961 66 32
    Jamilya Iskandyarova
    Managing Director Effie Russia
    +7 (903) 509 85 82
    Petr Zharov
    Head of Sales
    +7 (926) 852 39 08
    Veronica Rudanovskaya
    Projects Manager
    +7 (962) 928 74 04
    Maria Ostroumova
    Customer service Manager
    +7 (929) 640 18 60
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