MU 2013 ITALY - Programme English3 COMMS TE.new version · PROGRAMME’’ Panellists:’...
Transcript of MU 2013 ITALY - Programme English3 COMMS TE.new version · PROGRAMME’’ Panellists:’...
ESOMAR MEETUP ITALY 2013 CONSUMER-‐BRAND ENGAGEMENT
MILAN / 17 OCTOBER In partnership with LABCOM – Laboratorio di Ricerche sulla Comunicazione Aziendale – Università Cattolica del Sacro Cuore
PROGRAMME 10.00 – 10.30 Registration & Welcome Coffee
10.30 – 11.00 OPENING AND INTRODUCTION TO THE PROGRAMME Prof. Stefano Baraldi -‐ Deputy Rector, Università Cattolica del Sacro Cuore, Italy Prof. Domenico Bodega, Dean, Faculty of Economics, Università Cattolica del Sacro Cuore, Italy Prof. Marco Oriani, Director, Department of Economic Sciences and Business Management, Università Cattolica del Sacro Cuore, Italy Prof. Edoardo Teodoro Brioschi, President of Scientific Committee, LABCOM, Italy Prof. Maria Grazia Zoia, Director, LABCOM, Italy Dr. Marcello Sasso, ESOMAR Representative for Italy
11.00 – 12.00 VIDEO MESSAGES
Reinvent Brands and Branding for an Interactive Marketplace Prof. Don E. Schultz, Professor Emeritus in Service of IMC, Northwestern University, USA (Presented in English)
Re-‐flecting on Engagement Three questions to consider Prof. Stephen Quigley, Professor of Corporate Communication, Boston University, USA (Presented in English)
CONSUMER-‐BRAND RELATIONSHIPS
Conceptualising Consumer-‐Brand Engagement A Grounded Theory approach Dr. Rossella C. Gambetti, LABCOM, Italy
Brand Wars Consumer-‐brand engagement as client-‐agency battlefield Dr. Silvia Biraghi, LABCOM, Italy
12.00 – 13.00 PANEL DISCUSSION Consumer-‐Brand Engagement in Practice Moderator:
Prof. Rossella C. Gambetti
PROGRAMME Panellists: Massimo Borio, Marketing Director, Citroën, Italy Giorgio Brenna, Chairman & CEO Continental Western Europe, Leo Burnett, Italy Nicola Lampugnani, Executive Creative Director, TBWA Italia Alessandro Martello, Former International Marketing Director, Henkel, Italy Barbara Sala, CEO, Vizeum Carat Group, Italy
13.00 – 13.15 SPONSORS FAST TRACK
13.15 – 14.15 LUNCH BUFFET
14.15 – 16.15 SESSION II
CONSUMER-‐BRAND ENGAGEMENT IN ACTION
"As stimulating as black coffee" Communications that are hard to sleep after Lucy Davison, Keen as Mustard, UK (Presented in English)
Facebook Under the Spotlight Evaluating the impact of social media alongside TV Robert Ellis, COG Research, UK (Presented in English)
Designing the Club of Tomorrow Consumer understanding guiding creativity towards success Daniel Teixeira, InSites Consulting, Belgium (Presented in English)
16.15 – 16.30 CLOSING Prof. Edoardo T. Brioschi, President of the Scientific Committee, LABCOM, Italy Marcello Sasso, ESOMAR Representative for Italy
SPEAKER PROFILES Daniel Teixeira Daniel Teixeira is Research Manager of FMCG for InSites Consulting, Belgium. With a background in social psychology and market research consultancy from the University of Porto, Daniel's passion is to make consumers actors in the future of the brands they adore. At InSites Consulting, he has managed research projects for global brands such as Heineken, MARS, Yamaha and TUI Travel, as well as anchored state-‐of-‐the-‐art true fusion methodologies, both quantitative and qualitative. With 7 years of experience in the industry focusing on brand management, category equity and innovation within FMCG, Daniel's everyday goal is still more easily said than done; which is to bring industry giants close to the consumer, facilitate co-‐creation and embed these elements into their innovation funnel, from insights creation/validation right up to concept testing and product design. Don E. Schultz Don E. Schultz, Ph.D., is Professor Emeritus-‐in-‐Service of Integrated Marketing Communications at the Medill School, Northwestern University and president of the consulting firm Agora in Evanston, Illinois. He is a visiting professor at Cranfield School of Management, UK, adjunct professor at Queensland University of Technology, Brisbane, Australia, and visiting professor at Tsinghua University, Beijing, China. He has consulted and lectured on integrated marketing communication, advertising, branding, and communication management globally. His articles have appeared in leading academic journals and professional publications. Lucy Davison Lucy Davison is Managing Director at Keen As Mustard Marketing, UK. A specialist in applying the principles of good communication to research, she has over 25 years’ experience in B2B marketing communications and branding. As managing director of Keen as Mustard Marketing, she works on a wide range of projects from branding and strategy to websites, marketing materials, events and PR. Prior to founding Keen as Mustard, Lucy was global marketing director at Research International. Before that, she worked in branding and design as a marketing and PR consultant. Lucy started her career in architecture and interior design. Rob Ellis
Rob Ellis is Director at COG Research, UK. He studied politics, philosophy and economics at Oxford, then worked in a number of advertising agencies as a planner on accounts including VW and BMW. In 2005 Rob set up COG to exploit the new insights that neuroscience and behavioural economics can give on consumer behaviour. He has spoken at MRS and ESOMAR events and won MRS and other awards. Rob would rather be sailing than in the office but loves sharing new ideas. Rossella C. Gambetti Rossella C. Gambetti, PhD, is Assistant Professor of Management Sciences at Università Cattolica del Sacro Cuore, where she teaches corporate and marketing communication and coordinates the international Postgraduate Master in Corporate Communication programme. Her current research topics include consumer-‐brand engagement, unconventional brand communications, and branding strategies. She has published in California Management Review, Health Risk & Society, International Journal of Market Research, Journal of Marketing Communications and Corporate Communications: an International Journal. Silvia Biraghi Silvia Biraghi, PhD, is a Research Associate at LABCOM (Research Lab on Business Communication), Università Cattolica del Sacro Cuore. In 2013 she received her PhD in Corporate Communication at IULM University. In 2012 she was a visiting scholar at Boston University Department of Mass Communication, Advertising and Public Relations, Medill School of Journalism, Media, Integrated Marketing Communications (Evanston, IL). Her current research topics include consumer-‐brand engagement, unconventional branding, corporate branding, and employee relations. Steve Quigley Steve Quigley, Associate Professor, has been a member of the Boston University public relations faculty for 12 years and has been the coordinator of the program for the past four years. Steve teaches a wide variety of public relations courses including, most recently, New Media and Public Relations. He has been a featured speaker and panelist for various regional and national professional associations. Steve is also a public relations consultant whose work is concentrated in the areas of media relations, community relations, crisis communication and social media. Steve is a member of the National Commission on Public Relations Education, a former PRSA assembly delegate, and Past-‐President of PRSA Boston.
SPEAKER ABSTRACTS Conceptualising Consumer-‐Brand Engagement A Grounded Theory approach Dr. Rossella C. Gambetti, LABCOM, Italy Since there is currently no established, unitary and shared theory on consumer-‐brand engagement (CBE), this exploratory study is aimed at inductively proposing a preliminary conceptual framework of CBE disclosing the knowledge embedded in the marketing practice. Our study is designed according to a grounded theory approach and it is focused on how practitioners conceive and pursue CBE through their branding strategies and tactics. Findings reveal that CBE is seen by practitioners as a dynamic and process-‐based concept. It evolves in intensity on the basis of the brand’s capability to increasingly intercept consumers’ desires and expectations using all possible physical and virtual touch-‐points between brand and consumers. CBE appears as an overarching marketing concept encapsulating different consumer decision-‐making dimensions, from brand preference to brand purchase. Furthermore, CBE emerges as a multi-‐dimensional construct that beyond traditional cognitive, emotional and conative dimensions seems to be based on emerging experiential and social dimensions, which appear as its central elements. Brand Wars Consumer-‐brand engagement as client-‐agency battlefield Dr. Silvia Biraghi, LABCOM, Italy Much of extant literature points to consumer-‐brand engagement (CBE) as a potential amplifier of the conflicting relational dynamics that have characterised client and agency relationships. In this context, CBE calls for a conception of consumer-‐brand relationships as peer-‐to-‐peer dialogue, based on a listening and dialogic capability on the part of practitioners. It is this capability that often conflicts with the competitive and goal-‐oriented logics that drive marketing decision making, and forces it into the empathetic logics, which seem to drive agency decisions. Using that premise of client-‐agency conflict, an in-‐depth investigation of practitioners’ views and practices of CBE was conducted. Our aim was to explore how marketing/brand managers and agency professionals currently conceive CBE. We highlight the differences in how each group manages the consumer-‐brand relationships necessary to achieve CBE. Thus, we develop a potential unifying framework that may help them build a common path in CBE strategies. This conceptual framework applies a circular relational logic starting from a shared outside-‐in market perspective that looks to consumers as the starting point for developing a shared and comprehensive value system that embeds and is nurtured by the value systems of all the actors involved in the CBE process.
"As stimulating as black coffee" Communications that are hard to sleep after Lucy Davison, Keen as Mustard, UK Recipients of research communications are often left confused and un-‐inspired. As a result, Although research must be used to drive change within our clients, a lot of researchers' work is wasted. Researchers need radically different approaches to communication. The presentation gives insights from other methodologies, including journalism, and suggests five things researchers can do to create communications that have high visibility and impact. Finally, the presentation gives three case study examples of how researchers have understood the principles of communication and used them well for clients. Facebook Under the Spotlight Evaluating the impact of social media alongside TV Robert Ellis, COG Research, UK Facebook has become a highly attractive advertising medium, but effectiveness and how the channel works are still little understood. Metrics: such as 'likes' are available but offer little insight. We believe that social media work differently to conventional ads, but just how do they work, and how well? This research used a new implicit test (IRT) developed by COG to track the effects from two social media campaigns for a major brand, and the effect of each in combination with mainstream TV advertising. The research took place within Facebook pages among users, and provided dramatic evidence of how effective social media campaigns could be, and how different approaches produce different outcomes. Designing the Club of Tomorrow Consumer understanding guiding creativity towards success Daniel Teixeira, InSites Consulting, Belgium The global design project of Heineken, 'Open Design Explorations Edition 1: The Club' invited talented emerging designers from around the world to co-‐create the club of tomorrow. A three-‐week Market Research Online Community (MROC) with 120 design-‐savvy clubbers resulted in a consumer journey map, visualizing their needs, perceptions, experiences and motivations. This served both as a briefing and a source of inspiration for the designers working together on the design of this concept club. The final concept club was showcased at the Salone del Mobile 2012. In the second edition – which is now in full progress – they’re taking on the lounge bar. This time Heineken is engaging with both the open community – on Instagram – and a closed online research community.