Program of Brand Management 2020

Conference is simultaneously translated CZ/ENG.

  • 08:00 – 09:00
    Registration, networking

  • 09:00 – 10:00
    BLOCK A: Right time for a change is now!

    Introduction: Jan Patera, Partner, Blue Events

    How (not) to get out of a crisis?

    All around us we can hear that the biggest economic crisis in our history is coming soon. But what do we really know about past crises, their causes and solutions? Jan Rákosník will provide you with answers based on his deep knowledge of economic history.

    Let’s cancel marketing department!

    Interactive discussion moderated by Jaroslav Malina, McCann Prague


    Today we have to solve problems more creatively than ever before. Not only in marketing but in every department. How to spread this skill to the rest of a company? In most companies there are plenty of right people – but they are not doing right things. How to change it?

    Guests:
    Grant McKenzie, Chief Marketing Officer, Asahi Breweries Europe Group
    Jakub Petřina, Chief Marketing & Product Officer, Air Bank
    Leonard Savage, Chief Creative Officer, McCann Prague

  • 10:00 – 11:00
    BLOCK B: The 12 Powers of Marketing Leader

    KEYNOTE SPEAKER

    How to become a succesfull marketer? Learn from the world’s largest study on marketing leadership how the most successful marketers mobilize the C-suite, their peers, their teams, and themselves. The aim? More growth, more influence, and quite simply, more fun! In this keynote, Thomas wraps facts into inspirational stories and practical takeaways. The keynote has been consistently rated the highest at recent events for firms like Adobe and Google - across the globe.
  • 11:00 – 11:30
    Cofffee Break, Networking

  • 11:30 – 13:30
    BLOCK C: Leaders for uncertain times

    Moderated by: Jan Patera, Partner, Blue Events

    The Coronamarketing Era

    Seznam.cz succeeded to gain maximum of the attention as the internet went through its peak during quarantine. Not only they had hundreds of thousands of new users but they strengthened cooperation between the company’s teams. As an marketing strategist, Slavičínský had a chance to prove that in times of crisis brands simply have to serve to people.

    Birell Story: Of Marketing without frustrations

    Have you ever wondered how come that you can now get tapped Birell on every corner? Veronika Hořáková will help you to understand how internal success influences a product’s success in the market and what diplomacy you have to cope. Because at the end of the day your first customers are your clients.

    Crisis Lesson: You have to cross the bridge when you come to it

    They both have been working in marketing for more than 20 years. 14 years ago they helped to create the iconic „Alzák“ brand character. Since then they have led a communication agency Czech Promotion which is one of the biggest agencies in the Czech Republic. Beside their work for brands they have created their own marketing lab – Bikero. And this year, they crossed the bridge when they came to it. After the former biggest TV campaign Bikero is by far the best known bicycles seller.

    The Way from Marketing to The Top

    Her credo is: If a marketer doesn’t know everything about consumers, things as what they eat for breakfast, who are their friends or what they worry about, he is useless for a company. A former CMO for 100 countries became CEO of LEGO for CZ and SK this year. She will share how to cope with frequent changes of product range and customer base or how to create local marketing in a global company.

    Panel Discussion:

    Vladimír Myslík, Co-Owner, Kytary.cz

    Michal Dlouhý, Head of Marketing, LMC

    Marketing struggles for its position all around the world. Its strategic aspects lay outside of marketing departments, on a level of top management or external consultants. Marketing itself has been cut only to tactics tools for tasks which actually need a change in the whole business strategy. What should marketing therefore be like in 2021?
  • 13:30 – 14:30
    Lunch Break

  • 14:30 – 16:30
    BLOCK D: Brands in Digital Transformation

    Moderated by

    Pavel HackerBrand ManagerLivesport

    Digitalisation and Disruption in Pharmacy 2020

    If most of your company managers don’t understand technologies then you have a problem. Pilulka.cz can show us how to digitalise and disrupt distribution channels from labs to consumers.

    When data transform the way we look at brands

    Data should help you, not steal your time for things in which you are the best. The power of data can help you reveal a connection between the brand and business performance. Then report analyses won’t be routine anymore, they will indeed get you further.

    The Old World of Segments and the New World of Customers

    Transformation is like reconstruction of an airplane during a flight. David Novák, former Marketing Director, has this valuable experience and he will share it with you.

    „Hi Radim, i know you from LinkedIn.“

    Radim Pařík hears this sentence more and more on the streets.
    Radim Pařík hears this sentence more and more and the road to get to it was complicated.
    Radim Pařík hears this sentence more and more and it can transform also your business.

  • 16:30
    Cocktail and Afterparty