A.T. Kearney CMO Summit
A.T. Kearney CMO Summit
29 October 2009
New York, New York
The Second Annual A.T. Kearney CMO Summit focused on “Effectively Building Brand Equity in the New Economy.” It was attended by senior marketing executives for major North American companies.
Welcome and introduction to the Summit
- Sanjay Srikanth, A.T. Kearney Partner
Keynote presentation, “Global Dynamics behind the New Consumer”
- Martin Walker, Senior Director of the A.T. Kearney Global Business Policy Council
Martin provided the group with a macro-overview of the global recession and recovery scenarios. His presentation was based on the results of his research on recent global demographic changes, and the impact the financial crisis and demographics will have on consumer consumption habits.
Executive presentations and panel discussion
The Summit focused on ways leading marketing organizations are developing and delivering effective marketing programs with reduced budgets, while navigating through a time of unprecedented change.
- Tonise Paul, President and Chief Executive Officer, Energy BBDO
The importance of messaging in the new economy
- Marise Kumar, Senior Vice President, Chief Marketing Officer International, Best Buy
How Best Buy is delivering a value message and a value experience for their customers in diverse markets around the globe
- Jeff Myers, Vice President/General Manager Better Homes & Garden Network & Special Interest Media, Meredith Corporation
How marketers are integrating new media with traditional media channels to deliver brand messages more efficiently and effectively
- Laura Gurski, A.T. Kearney Partner and Lead for Americas Marketing & Sales Practice – panel moderator
Related AT Kearney publications
 Unleashing the Shopper Marketing Engine
Transforming how CPG companies think and act within the retail environment
Through a compilation of strategies designed to engage and empower the shopper, CPG companies can not only improve the overall retail experience but also change a shopper’s buying habits.
 Capitalizing on Consumer Agony
Understanding how consumers react to a recession is the secret to survival
The state of mind of consumers has changed. Understanding the impact of consumer agony without losing sight of true consumer needs is the secret to surviving the recession.
 Local Impact Marketing
Taking the brand experience to the customer
Local impact marketing is a grass-roots, "experiential" technique that uses localized tactics to tap into customers' senses and create a more personal, longer-lasting brand experience. It's no longer just for cash-strapped start-ups--it's the fastest growing discipline in business.
 How to Act Multi-Local
Building organizational clusters in small to mid-sized countries
Many companies in small to mid-sized countries replicated operations models from larger markets only to find out they don't work as well as in a smaller context. Before organizational efficiencies become truly harmful, is there a way for companies to adapt and rebuild their organization?
 Prepare to Gybe
Organizing for a new branding tack
Companies are constantly challenged to balance locally relevant advertising with consistent global branding. Yet, when making the change between global and local business models, companies often fail to consider the underlying operational model required to guide effective execution.
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