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.

Audience:
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
Speakers
  • 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
Program
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.
Moderator
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
Speakers
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
Moderator
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
Speakers
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
    Lunch
    15:40 – 17:00
    Strategic session
    Sustainable development goals for business and marketing in Russia
    Moderator
    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
    Speakers
    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
    Partners
    Lead partner
    Strategic partner
    Program consultant
    Lead media partner
    Intellectual partner
    Media partner
    Contacts
    Svetlana Chashkina
    Program Consultant
    +7 (916) 085 77 13
    s.chashkina@effie.ru
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    Ekaterina Son
    CEO Effie Russia
    +7 (903) 961 66 32
    k.son@effierbc.com
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    Jamilya Iskandyarova
    Managing Director Effie Russia
    +7 (903) 509 85 82
    j.iskandyarova@effierbc.com
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    Petr Zharov
    Head of Sales
    +7 (926) 852 39 08
    p.zharov@effierbc.com
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    Veronica Rudanovskaya
    Projects Manager
    +7 (962) 928 74 04
    v.rudanovskaya@effierbc.com
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    Maria Ostroumova
    Customer service Manager
    +7 (929) 640 18 60
    m.ostroumova@effierbc.com
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