About forum
2020 will certainly be a year to remember. It put our long-term promises and strategies, including sustainability, to the test. 2020 uncovered bottlenecks in the global economy and social order, but it also highlighted great examples of active care for people and genuine solidarity between vastly different sectors — things we've sought for a long time in terms of many social and environmental challenges. This year marks the start of 'The Decade of Delivery' — humanity's last chance to prevent worst-case climate change scenarios. 2020 has forced half the world to stay at home, showing us just how strongly we're all connected and influenced by each other and how painful separation can be.

This year, we are once again bringing together active and powerful leaders of brands, agencies, non-commercial organisations, and social media to discuss the outcomes of this crisis, orient ourselves within major social and environmental trends, and learn how to consciously motivate companies, the market, and society towards greater honesty, sustainability, and endurance.

This year's programme consists of three blocks:

1) Pre-forum — an online event devoted to the topic of climate change (held on the evening before the main programme)

2) Zoom Out (morning) — plenary and strategic sessions held offline and online, a live and digital space for networking

3) Zoom In (afternoon) — online sessions on specific topics, with discussions, case studies, and workshops
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.
Alexey Kornya

In 1998, he graduated with honors from St. Petersburg State University of Economics and Finance.

Professional Experience
Alexey Kornya was appointed President and CEO, Chairman of the Management Board of MTS PJSC in March 2018.

In 2018, Alexey was elected to the Board of the GSM International Association (GSMA).

Alexey boasts a long and storied career at MTS. Alexey joined MTS in 2004 as a financial director of the regional division of MTS Ural. Shortly thereafter, he was promoted to Director of MTS Group for Business Planning, and in 2007, he became the Chief Financial Controller of MTS Group.

Prior to his appointment as CEO and President, Alexey held the role of Vice President for Finance, Investment, Mergers and Acquisitions of MTS PJSC since 2016. Since 2008, he has been Vice-President of Finance and Investments at MTS PJSC. In his role, Alexey oversaw the Company's transformation from a traditional mobile communications provider to a multi-service, data-focused integrated telecommunications firm. During his tenure, MTS integrated numerous assets, including both fixed-line and mobile providers, streamlined the finance function by consolidating operations and developing a unified operating center for back-office functions and oversaw a number of benchmark financial transactions within the sector. Lately, Alexey has been instrumental in spearheading M&A transactions, which have established MTS as a major player in the burgeoning market for Internet-based products and services.

Before joining MTS, Alexey worked for PricewaterhouseCoopers Audit and AIG-Brunswick Capital Management at North-West Telecom.

Alexey is a member of the Corporate Governance Committee of the Board of Directors of MTS PJSC and heads the Boards of Directors of Mobile TeleSystems JLLC ("MTS Belarus") and RTK JSC. He also serves as a member of the Supervisory Board of PrJSC VF Ukraine, a member of the Board of Directors of MTS-Bank PJSC and Sistema Capital Management Company LLC, in addition to being a member of the board of Charity Fund "Sistema".
Александра Бабкина
Директор по социальным проектам, руководитель сервиса Добро

Кандидат филологических наук. Окончила филологический факультет Казанского государственного университета, где защитила кандидатскую диссертацию.

Профессиональный опыт
Занимает позицию директора по социальным проектам Mail.ru Group с августа 2019 года. Отвечает за реализацию социальной стратегии компании и развитие сервиса Добро Mail.ru.
До Mail.ru Group работала PR-менеджером ОАО «ВымпелКом» (бренд «Билайн») в Татарстане, затем в PRP Group – a WeberShandwick Affiliate Company, где руководила Consumer Practice для Microsoft.
В 2012 году присоединилась к Mail.ru Group в качестве руководителя проекта Добро Mail.ru, сервиса для умной и честной благотворительности.
С 2017 года – руководитель социальных проектов Mail.ru Group. № 1 в рейтинге директоров по социальной ответственности в IT.

Пробежки, путешествия, саморазвитие, придумывание умных социальных проектов, сон.

Информация о компании
Mail.ru Group развивает экосистему сервисов, которые помогают миллионам людей решать повседневные задачи онлайн. Продуктами компании пользуется больше 90% аудитории рунета.
В экосистеме Mail.ru Group можно общаться (в Одноклассниках, ВКонтакте, в мессенджерах и в Почте Mail.ru), играть (с MY.GAMES), продавать и находить товары и услуги, искать работу и сотрудников (на Юле и в Worki), освоить новую профессию или получить навыки онлайн (с GeekBrains, Skillbox и другими образовательными проектами), всегда быть в курсе последних событий (на портале Mail.ru) и многое другое. Еще один элемент экосистемы Mail.ru Group – умная колонка Капсула с голосовым ассистентом Марусей. Сервисы объединяет единая учетная запись VK Connect.
Часть системы – совместная платформа Mail.ru Group и Сбербанка: в нее входят Ситимобил, Delivery Club, Самокат и другие сервисы, через которые можно заказать еду, вызвать такси или забронировать машину для поездки. Также компании принадлежит доля в «AliExpress Россия».
Mail.ru Group также развивает экосистему продуктов и услуг для цифровизации бизнес-процессов – от интернет-продвижения до облачных сервисов.
Екатерина Шульман
Политолог, кандидат политических наук
Московская высшая школа социальных и политических наук

Профессиональный опыт

Политолог, кандидат политических наук, доцент кафедры политических и правовых учений факультета политических наук Московской высшей школы экономических и социальных наук (Шанинка), преподаватель Института общественных наук РАНХиГС при Президенте РФ. Ассоциированный участник российской и евразийской программы Королевского института международных отношений Чатем-Хаус. Ведущий авторской программы на радиостанции «Эхо Москвы».

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.
Regina Kuzmina
Unilever Russia, Ukraine, Belarus

Graduated from the St. Petersburg Chemical and Pharmaceutical Institute, with a degree "biotechnology" (1995), and later received her master's degree in management (1997) at the International school of management of the St. Petersburg State Electrotechnical University and the University of Leuven (Belgium).

Professional Experience
Regina Kuzmina began her career in 1997 at the department of market research and development of home and personal care products in "Severnoe Siyanie", the first Russian production site purchased by Unilever. In this department, she rose from assistant manager of product development to senior brand manager of home care (2001).

Since 2002, she headed the marketing media and communications department of Unilever CIS (since 2008 – Unilever Rus), then returned to the marketing department of home and personal care products, where she focused on the development of home care and deodorants. In 2007, Regina Kuzmina was appointed Vice President of marketing of home and personal care and at the same time became the youngest member of the Board of Directors at Unilever in Russia, Ukraine and Belarus. The brilliant launch of a whole range of hair care products under the Clear brand carried out by Regina's team in three countries was granted a special award by the President of Unilever in Europe.

In 2011, she moved to the position of Vice President of Customer Development, having managed all commercial divisions of the business. The Customer Development department under her leadership repeatedly received recognition from the leading local retailers for the best quality of service and efficiency of partner programs and, in addition, at the end of 2012 was nominated for the biggest internal corporate award – Unilever Compass Awards.

In August 2015, Regina Kuzmina was appointed President of Unilever Hungary and Adria (Bosnia and Herzegovina, Slovenia and Croatia), where over the past 4 years she has helped the business enter new sales channels and reach sustainable growth of turnover.

Since 2016, she has been a member of the Unilever Women Leadership Council and she is responsible for developing the culture of respect for differences and contributing to the realization of the potential of each employee in the Central and Eastern Europe region.

She is a professional practicing coach, certified by the CTI International program (Certified Professional Co-Active Coach, 2015), and the author of her own methods of coaching, development of leadership skills and emotional intelligence for managers.

In her spare time, she enjoys tennis, painting, ceramics. For many years she has been supporting Russian charity organizations Vera ("Faith") and Dom s mayakom ("House with a lighthouse").
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.
Rachel Howard
Vice president and brand director,
Adidas Russia

Rachel is a creative and strategic brand builder and change maker within adidas. She drives sustainability business principles and represents adidas sport values for over 17 years.

January, 2019 adidas, Vice president and brand director adidas Russia
Leading the strategy and responsible for brand development

2016-2019 adidas, Senior Brand Director adidas Hong Kong, China
Leading merchandising, brand and retail marketing departments for adidas Brands, Sports Performance, Originals and NEO

2013-2015 adidas, Director of Merchandising – adidas Originals Shanghai, China
Leading merchandising strategy for business growth

1998-2008 New Zealand National Women's Football Team

1998-2008 Goal Keeper
2007 FIFA Women's World Cup
2008 Summer Olympics Beijing
Sergey Glushkov
Vice President Corporate Affairs
PepsiCo Russia, Belarus, Ukraine, Caucasus and Central Asia & Central Europe

Sergey assumed his current role in 2014 and is responsible for corporate affairs in Russia, Belarus, Ukraine, Caucasus, Central Asia and Central Europe.

Sergey joined PepsiCo in 2008 as Vice President Corporate Affairs and Government Relations, Russia.

Previously, Sergey worked for Metalloinvest Holding as Communications Director, for BAT Russia as Head of GR & Regulatory Affairs, and for State Duma (Russian Parliament) as Head of division in Press-Service.

Sergey graduated cum laude from Russian State Humanities University (BSc in Information & Security Sciences), holds postgraduated studies in Russian President's Academy of the State Service & Moscow State University of Social Sciences (major – political science).
November 19
5 p.m. – 8 p.m.
Climate Game based on a model from MIT
Alyona Yuzefovich, Effie Sustainable Development Goals Consultant
Three hours of gamified training will help participants to better understand the global climate change agenda and the logic behind physical, political, and economic processes, as well as to evaluate the effectiveness of possible future actions using a visual model developed by MIT scientists.
November 20
Andrey Sharonov, President, Moscow School of Management SKOLKOVO
Svetlana Mironyuk, Vice Rector for Development and Coordination, Moscow School of Management SKOLKOVO
Moderator: Regina Kuzmina, President, Unilever Russia, Ukraine and Belarus

Moderator: Marina Karban, Director of the Corporate Programs Department, Moscow School of Management SKOLKOVO
Moderator: Alexandra Babkina, Director of social projects, head of the Dobro service, Mail.Ru Group
Crisis as a test for responsible and value-oriented consumers. Has the sustainability strategy proved to be a help or a hindrance? What does the data show and what are companies doing about it? How can they maintain long-term focus? Common as a springboard for growth.
  • Measuring our pulse: a summary of the events happening in Russian society (and the rest of the world) through a political, social, and economic lens.
  • Major trends and the impact of the pandemic.
  • Slipping through our fingers: The role of brands at a time of decreasing trust in institutions .
  • Social justice. Who are the new active citizens and consumers? What do they want from brands, other citizens, and government agencies?
Climate Game (based on a model from MIT)
Participants take the roles of different stakeholders at a UN summit: industries, governments, and the general public. The main aim is to develop a political programme to save humanity and limit the rise in global temperatures to 1.5 degrees.
Four hours of gamified training will help participants to better understand the global climate change agenda and the logic behind physical, political, and economic processes, as well as to evaluate the effectiveness of possible future actions using a visual model developed by MIT scientists.
The activity is aimed at improving active networking between participants, and this will be the first time it is held in Russian. Up to 40 participants, online, interactive format/
Темы сессии
  • Map of global trends and the future of sustainable development in 'The Decade of Delivery': from the capitalism of total control to changes in generational values and eating habits.
  • Unfolding environmental collapse: A Hope in Hell.
  • Transformative collapse or disciplined change? Which model will prevail over the next few years?
  • (Dis) Empowerment. How can we make companies and people aware of the power of their actions?
  • Sustainability as a reality for Russian companies. Presentation of the 3rd wave of joint research by KPMG and Effie Russia based on 2019 applications, plus the path of change in light of the pandemic.
    Темы сессии
    • Why staying on the sidelines is becoming more difficult: public demand for the brand's ideological and value position.
    • How can we move from a situational response to acute public issues to long-term campaigns and initiatives?
    • Brands as agents of change, outposts of the new norm and a platform for new heroes
    • Game on the edge: "safe" activism vs. advertising as a significant public event. What we risk, what we win, and why we can't do otherwise.
    • "Female/male by default" – diversity, inclusion, stereotypes, and unrealistic expectations in communications.
    • Clean reputation: boycott advertising platforms with non-transparent policies.
    • Making an ad campaign without offending anyone is a tightrope walking. What to do if you pushed a button? Does & don'ts of a responsible marketer.
    • Analysis of successful and unsuccessful communication campaigns.

    Темы сессии
    • Social Impact: important social impact metrics for NGOs and brands.
    • Interaction between NGOs and brands: how to find and accurately represent shared interests
    • Philanthropy in conflict with systemic sustainable development: indulgence or proactive work influenced by the main business.
    • Obstacles and common ground for NGO collaboration in Russia.
    • Synergy: corporate philanthropy or brands with private endowments.
    • Effective communication campaigns. With examples from the Effie Awards 2020 winners in the Positive Change category.
    Темы сессии
    • What was important? To be there and do what people need to do.
    • How to use the power of brands to help those who are in trouble.
    • Flexibility and new brand authenticity-empathy, sincerity, support-as a springboard for growth.
    • Collaborations instead of competition. Analysis of successful joint campaigns and long-term partnerships of big brands, global and local brands, brands and social entrepreneurs.
    • Saving our own: how a local small business gained the support of a large one, gathered a community of consumers around it, and survived.
    • Local with meaning. Social entrepreneurs as the agents of localism.
    Темы сессии
    • How to make waste management part of the company's mission and how to promote it as a brand advantage?
    • The philosophy of the circular economy. The pyramid of waste management. 4R approach. The trend: "Away from single use plastic", New Plastics economy.
    • Picking up packaging for recycling - the company's experience in organizing packaging collection.
    • Recycling of packages into something useful.
    • How to deliver your message directly to consumers? What kind of marketing tools should be used? Marketing integration, bloggers as a driving force.
    Ekaterina Son
    CEO Effie Russia
    +7 (903) 961 66 32
    Jamilya Iskandyarova
    Managing Director Effie Russia
    +7 (903) 509 85 82
    Sofya Popova
    Project Manager
    +7 (926) 878 60 68
    Petr Zharov
    Senior account manager
    +7 (926) 852 39 08
    Maria Ostroumova
    Project manager
    +7 (929) 640 18 60
    Ekaterina Vlasova
    Project coordinator
    +7 (926) 533-30-85
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