INTERNATIONAL MARKETING LEADERS PROGRAMMEASIA 2016INSPIRING GREAT MARKETING LEADERS

SPONSORED BYIN ASSOCIATION WITHBROUGHT TO YOU BY

CONTENTS

Introduction 1

International Marketing Leaders Programme 2

Inspiring Bolder Marketing Leadership 3

Programme Outline 5

Module 1: Inspiring Purpose and Building Partnerships 6 Speaker Biographies 9

Module 2: Driving Performance 13 Speaker Biographies 16

Selection of Participants 18

Booking Information, Cost & How To Apply 19

INTRODUCTION

The Marketing Society, together with Brand Learning has developed the International Marketing Leaders Programme as a unique development experience for high potential individuals who are preparing for marketing leadership roles.

The programme has been running in the UK for 13 years and 2015 saw the programme launch in Asia for the first time, with speakers from Google, McDonald’s, Nike, OCBC, Shell, Twitter, Unilever and Yum!

The blend of marketing and leadership skill development, delivered by eminent industry leaders and leadership experts, is designed to help shape the great global marketing leaders of tomorrow.

THIS YEAR’S SPEAKERS INCLUDE:Wayne Arnold, Global CEO & Founder Lowe Profero & Chairman The Marketing Society Southeast Asia

Nick Barton, Chief Commercial Officer Asia, Middle East & Africa IHG

Andy Bird, Executive Director & Co-Founder Brand Learning

Vipul Chawla, Managing Director Pizza Hut - Asia FBU, Yum!

Frederique Covington-Corbett, International Marketing Director Asia-Pacific, Middle East & Russia Twitter

Harriet de Swiet, Managing Director & Board Partner Brand Learning

Nihal Kaviratne CBE, Chairman Akzo Nobel India Pvt

Sandeep Kohli, Chairman & Vice President Indochina (Myanmar, Cambodia, Laos) CMO & Vice President Southeast Asia Australasia Unilever

Jack Lim, Chief Commercial Officer MediaCorp

Paul Randle, Digital Capability Director Brand Learning

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INTERNATIONAL MARKETING LEADERS PROGRAMME

The International Marketing Leaders Programme, has been running in the UK for 13 years and 2015 saw the programme launch in Asia for the first time. The programme is designed for senior marketers and aims to prepare them for a role as a Marketing Director or leader of a substantial team. Such roles clearly present a variety of new and exciting challenges.

A UNIQUE PROGRAMMEThe programme has been devised following intensive consultation with key marketing leaders and draws on the experiences, challenges and difficulties they encountered. It also harnesses the experience of the Society’s senior members and Fellows, and utilises the capability development skills of Brand Learning.

The programme is the first of its kind in the region, and this is the second year that it will be running in Singapore.

The programme addresses the strategic, commercial and leadership challenges facing senior marketers and their teams today. It is designed around a Customer-Centred Leadership framework and the fine balance between ‘being’ (behavioural skills) and ‘doing’ (technical skills). Particular emphasis is placed on the changing role of marketing and the impact this has on the strategic and commercial agenda, the challenges of marketing in the digital age, and the leadership skills needed to succeed in a fast-changing world.

WHO WILL BENEFIT?Marketers in middle/senior line management positions who have been identified by their employers as likely candidates for marketing leadership roles.

PROGRAMME OBJECTIVES1. To provide insights and tools to help

marketers handle the challenges involved in assuming a marketing leadership position.

2. To strengthen the strategic marketing skills and leadership behaviours of senior marketers.

3. To build awareness of best practice marketing activity and marketing leadership in a range of other companies and industry sectors.

4. To support participants in the development of a personalised marketing leadership action plan.

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INSPIRING BOLDER MARKETING LEADERSHIP

The Marketing Society, founded 56 years ago, now has a membership of over 2700 senior marketers in Europe and Asia and has become one of the most influential drivers of marketing in the business community. The Society challenges its members to become bolder marketing leaders by pursuing its purpose, championing customers and mobilising the organisation.

DEVELOPING HIGH PERFORMANCE MARKETERSOur definition of marketing is to create sustainable growth by understanding, anticipating and satisfying customer needs.

Our professional development programme is designed to give you the tools and advice you need to develop your career. We’ll help you keep up-to-date, learn from peers and leading experts and inspire you to become a better marketer.

The programme is delivered in partnership with Brand Learning who are specialists in leadership and lifting the marketing capabilities to drive customer-centred growth.

ABOUT BRAND LEARNING Brand Learning is the leading global consultancy focused on lifting capabilities of people and organisations to drive customer-centred growth.

Brand Learning supports over 160 multinational companies across 60 countries, equipping them to be customer-centred across teams and remits, as well as to achieve deep functional excellence in marketing, customer development, sales, leadership, HR and digital.

Brand Learning has partnered with The Marketing Society for 13 years, developing and delivering the highly successful International Marketing Leaders Programme.

www.brandlearning.com

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“Surpassed expectations. Intimate & a very transformative experience.”LEIGH ALLEN ESPN

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PRE-WORK PROGRAMME PREPARATION (FEBRUARY 2016)

• Briefing from Brand Learning.• Discussions with senior internal company

sponsors and colleagues.• Selected pre-reading.

WORKSHOP SESSIONS

• Interactive seminars led by senior marketing leaders in blue chip companies, as well as marketing capability and leadership specialists.

• Blend of practical case studies, applied learning exercises and management concepts.

MODULE 1 INSPIRING PURPOSE AND BUILDING PARTNERSHIPS (16 - 18 MARCH 2016)

• Understanding your own personal leadership style and insights into your values and beliefs.

• Best practice sharing in generating and applying strategic customer insight.

• Defining an inspiring purpose for you as a leader, for your team and your organisation.

• Insights and techniques to build better cross-functional working relationships.

• Personal marketing leadership action planning.

• Blend of practical case studies, applied learning exercises and management concepts.

MODULE 2 DRIVING PERFORMANCE (5 - 6 MAY 2016)

• Review of actions and experiences since Module 1.

• Interactive sessions focused on delivering results and leading for success.

• How to connect with the customer, brand and commercial agendas to drive sustainable growth.

• Insight into real issues and challenges facing a CMO.

• Personal development sessions to help leaders manage their energies and be at their best more of the time.

• Live case study which allows delegates to apply their learnings to a real life situation.

PROGRAMME OUTLINE

The 2016 programme provides an outstanding opportunity to benefit from the experience of some of the most admired leaders and experts in marketing today. Andy Bird and Harriet de Swiet from Brand Learning will lead you through the programme and share their experiences throughout on the challenges faced by all marketing leaders.

AFTERNOON

EVENING

MORNING

MODULE 1INSPIRING PURPOSE AND BUILDING PARTNERSHIPS 16 - 18 MARCH 2016

DAY 1: INTRODUCTION TO CUSTOMER-CENTRED LEADERSHIP & INSIGHT

WELCOME AND PARTICIPANT INTRODUCTIONSAndy Bird, Executive Director & Co-Founder - Brand LearningHarriet de Swiet, Managing Director & Board Partner - Brand Learning

WHAT IS MARKETING LEADERSHIP?Vipul Chawla, Managing Director Pizza Hut - FBU - Yum!Vipul looks at the strategic role that marketing plays in driving business performance and the importance of centering marketing leadership on the consumer or customer.

PERSONAL INSIGHTAndy Bird, Executive Director & Co-Founder - Brand LearningAndy encourages participants to get in touch with what they care about and believe in. This session will encourage personal insight and inspiration to fuel people’s future leadership agenda.

CONSUMER INSIGHT - INTERVIEWNick Barton, Chief Commercial Officer Asia, Middle East & Africa - IHGNick will take part in a discussion about the importance of insight in driving the growth agenda and explain the role he has played in putting this into practice at IHG.

LEADING WITH PURPOSEA senior leader will talk about the importance of purpose in providing strategic direction for an organisation. They will also share the importance of personal purpose in providing energy for one’s own leadership journey.

NETWORKING DINNER

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The first module is a highly stimulating three days with an introduction to Marketing Leadership and the importance of creating a inspiring sense of purpose for yourself, your team and organisation.

Across the three days, participants will be inspired by marketing leaders from blue chip organisations and spend time starting to explore their own leadership styles, challenges and opportunities.

MORNING

AFTERNOON

DAY 2: DEFINING A PURPOSE

DISCOVERING PERSONAL PURPOSE Andy Bird, Executive Director & Co-Founder - Brand Learning Andy shares some unique frameworks and techniques to define your personal purpose and the impact it has on others.

BRANDING WITH PURPOSESandeep Kholi, Chairman & Vice President Indochina (Myanmar, Cambodia, Laos) CMO & Vice President Southeast Asia Australasia - UnileverSandeep gives his perspectives on the importance of brand purpose in setting the direction for engaging consumers, employees and stakeholders.

BEING AT YOUR BEST AS A LEADERAndy Bird, Executive Director & Co-Founder - Brand Learning Andy helps the delegates become more conscious of managing their personal energy and impact. They will develop greater awareness and control over the triggers of their everyday performance.

LEADING AGENCY PARTNERSHIPS - PANEL DISCUSSION Wayne Arnold, Global CEO & Founder - Lowe Profero and Chairman - The Marketing Society Southeast Asia Wayne and one of his key clients will take part in a discussion about the importance of building effective partnerships with agencies, and will explore some ways of building a partnership to deliver success for both parties.

REFLECTIONSParticipants relate their learning from the workshop back to the issues they face on the job.

NETWORKING DINNER

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MODULE 1 INSPIRING PURPOSE AND BUILDING PARTNERSHIPS

16 - 18 MARCH 2016

EVENING

MORNING

AFTERNOON

DAY 3: BUILDING PARTNERSHIPS

ENGAGING CONSUMERS IN THE DIGITAL AGE Frederique Covington-Corbett, International Marketing Director Asia-Pacific, Middle East & Russia - Twitter Freddie takes a look at the challenges that marketing leaders face when engaging consumers in the digital world. She will explore the need for cross functional engagement and the need to build strong internal and external partnerships in order to deliver consistent messages for consumers.

DELIVERING DIGITAL TRANSFORMATION Paul Randle, Digital Capability Director - Brand Learning Paul explores the challenges that organisations face in delivering digital transformation, the need for putting in place a clear roadmap to identify the journey to digital transformation. He will share examples to demonstrate the importance of engaging teams with the vision and the roadmap to delivery.

BUILDING PARTNERSHIPS Andy Bird, Executive Director & Co-Founder - Brand Learning Andy introduces principles and techniques to help participants rethink the way they build working relationships with people throughout the business.

REVIEW & ACTION PLANNINGParticipants relate their learning from the workshop back to the issues they are facing on the job.

CLOSE

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MODULE 1INSPIRING PURPOSE AND BUILDING PARTNERSHIPS 16 - 18 MARCH 2015

SPEAKER BIOGRAPHIES

WAYNE ARNOLD Global CEO & Founder, Lowe Profero & Chair, The Marketing Society Southeast Asia Having co-founded Profero with his brother in 1998, Wayne is regarded as one of the industry’s most respected and experienced practitioners.He has successfully supervised local and global campaigns for an enviable client list including Apple, Diageo, Unilever and Western Union. Wayne expanded the Profero client and geographical base by carefully positioning Profero as the only global independent digital agency of its kind, covering media, creative and technology, with offices across 10 cities in US, Europe and Asia. In 2010 he assumed the role of Global CEO where he was based out of the US for 3 years. In 2013 he moved to APAC in a forward thinking move to be one of the only global CEO’s based in the region demonstrating Profero’s global intent and commitment to the region. Recently Profero joined the Lowe & Partners network to become Lowe Profero with the aim of being the first truly global marketing communication business with digital at the core. Other recent achievements include being voted as: Chairman of the Marketing Society in Asia, Chairman of the IPA Digital committee, Top 100 most influential people for the Y generation across any industry sector, One of the 1,000 most influential people in London, Observer’s Future 500 ones to watch.

NICK BARTON Chief Commercial Officer Asia, Middle East & Africa - IHG Nick is Chief Commercial Officer for IHG in Asia, Middle East and Africa. He is responsible for the performance of IHG’s six brands across the region, which comprises 257 hotels in nearly 40 countries. Nick leads a team of 120 professionals and oversees key commercial functions including Brand Management, Sales, Marketing, Distribution Channels and Revenue Management. Before taking on this role, Nick was Chief Commercial Officer, Greater China, based in Shanghai for seven years. During that time, he led the creation and development of HUALUXE Hotels and Resorts, the world’s first-ever upscale international brand designed specifically for Chinese guests. Prior to that, Nick was Vice President of Communications & Planning of IHG’s Europe, Middle East and Africa region. Nick has over 15 years experience in IHG across different markets his key achievements include leading the expansion of the Holiday Inn Express brand in the UK, driving sales and increasing the profitability of customer stays.

ANDY BIRD Executive Director & Co-Founder, Brand Learning Andy co-founded Brand Learning in 2000 and since then has led marketing capability programmes with a wide range of top global businesses. In his earlier career he worked in marketing for Unilever with roles in the UK, Singapore and India. His last position there was as leader of the Unilever Marketing Academy. Andy has recently co-authored a book on marketing capabilities called The Growth Drivers and in 2011 he won Best Leader, and Brand Learning was placed No 1 in the Sunday Times 100 Best Small Companies awards.

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VIPUL CHAWLA Managing Director Pizza Hut - FBU - Yum! Vipul joined Yum! in 2011 as the Chief Marketing Officer for Yum! Asia FBU, with responsibility for KFC. The region covers markets of North Asia, including Japan and Korea, and South East Asia. He also led the Public Relations and the Corporate Social Responsibility program for the region before being appointed Managing Director – Pizza Hut, Asia FBU in 2014. Vipul has a history of developing and growing brands, having worked with Unilever for 19 years in Asia and Europe. His most recent role in Unilever was Vice President – Oral Category where he was responsible for the €600 Million business for Asia (South Asia, Greater China, and South East Asia). As a member of the Oral Global Leadership Team, he led the global platforms for freshness and essential care for 59 countries globally including Africa, Europe and Latin America, representing 2/3rd of Unilever’s Oral business globally. Vipul was also a member of the Unilever China Leadership Team, as well as the Unilever South Asia Leadership Team. He was named as one of the 50 leading marketers in Asia by the Internationalist, for 2013.

FREDERIQUE COVINGTON-CORBETT International Marketing Director Asia-Pacific, Middle East & Russia, Twitter Born in France and raised in the UK, Frederique (who goes by ‘Freddie’) joined Twitter in January 2014 as the Marketing Director for the International markets covering APAC, India, Middle East & Africa. Previously, Freddie was a Senior Director at Microsoft where she was the Central Marketing Organization lead for Asia-Pacific. Prior to this, Freddie held a position as the Director of Marketing Communications within Microsoft’s Consumer & Online business. A veteran and proven leader in the field, Freddie’s long career in marketing is punctuated by a multitude of awards. In 2013, Freddie received the Golden Globe Tigers award for the 50 Most Talented CMOs Worldwide. In 2012, she received the Microsoft Marketing & Operations Leadership Award and the Internationalist of the Year Marketing Award recognising global marketers with the highest cultural affinity. In 2009, she was the recipient of two Atticus Awards, including the Grand Prix, the highest honour for best thinking across WPP companies. Her campaigns for leading brands such as AT&T, Cisco and Nokia, garnered multiple EFFIEs, which recognise marketing effectiveness.

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SPEAKER BIOGRAPHIES

HARRIET DE SWIET Managing Director & Board Director, Brand Learning Harriet has recently relocated to Singapore as Managing Director for Asia having spent two years pioneering business in the region. She started her career at Unilever, working on a range of international brands and then joined British Airways as Strategic Development Manager, then Bupa as Head of Marketing and then Head of Brand, before moving to Brand Learning over eight years ago. In that time Harriet has led, developed and delivered capability change programmes for multi-national clients across Pharmaceutical, Hospitality and FMCG sectors.

SANDEEP KOHLI Chairman & Vice President Indochina (Myanmar, Cambodia, Laos). CMO & Vice President South East Asia Australasia, Unilever Sandeep Kohli is the Chairman of Unilever Myanmar, Cambodia and Laos and Vice President Marketing Operations for Unilever South East Asia and Australasia. He began his career in India when he joined Hindustan Unilever after doing his MBA in 1993. Prior to his current role, he has worked in several leadership positions in Sales and Marketing across India, Philippines, UK and Singapore. Since joining the company, Sandeep has succeeded in both accelerating business growth as well as developing innovative marketing models for Unilever. He has a passion for developing people and brands while also establishing new businesses.

PAUL RANDLE Digital Capability Director, Brand Learning Paul Randle is a digital specialist with twenty years experience across organisations such as Microsoft, Philips, Omnicom and AkzoNobel. His passion for technology saw him lead marketing at numerous tech start-ups during the first .com boom. He spent seven years at Microsoft, initially managing the Windows Server business in the UK before moving to the Windows XP team and then to Australia where he launched Windows Vista. Following success in Australia, Paul moved back to the UK to undertake the challenge of integrating digital marketing into Philips and the Omnicom agency network, prior to becoming the first Director of Digital for AkzoNobel. Paul now heads up digital transformation at Brand Learning where he helps organisations, such as PepsiCo, achieve their digital objectives through the integration of solid capability best practice. A digital thought leader, Paul regularly speaks at digital conferences and writes for publications, such as the Guardian.

SPEAKER BIOGRAPHIES

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“Without question, the best and most useful course I’ve been on. A great mix of the ‘doing and being’ and structured to really help my leadership journey”KELLY EYRE AVIVA

MORNING

EVENING

World-class marketing leaders connect the personal, customer, brand and commercial agendas to drive sustainable growth for their organisations. In these organisations, the scope of marketing businesses goes beyond a department and drives the whole business.

The final module incorporates a stimulating couple of days on the challenges of delivering personal and financial performance, as well as the critical final session, pulling the programme together around personal leadership action plans.

DAY 1 DRIVING PERFORMANCE REVIEW OF LEARNING Delegates review their experience since the last module and share their learnings and insights to date.

LEADING FOR PERFORMANCEJack Lim, Chief Commercial Officer - MediaCorp Jack focuses on how leaders need to think, act and behave in order to really drive commercial business performance and shares some insight about how he has gone about this during his career.

PERFORMING AT YOUR BESTAndy Bird, Executive Director & Co-Founder - Brand LearningAndy works with the delegates to help them become more conscious of managing their personal energy and impact. They will develop greater awareness and control over the triggers of their everyday performance.

RISING TO THE CHALLENGES OF MARKETING LEADERSHIPA leader shares their perspective on the everyday challenges faced by Marketing VPs or CMOs in today’s fast-paced competitive commercial environment in order to deliver the commercial agenda.

NETWORKING DINNER

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AFTERNOON

MODULE 2 DRIVING PERFORMANCE

5 - 6 MAY 2016

MORNING

AFTERNOON

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MODULE 2DRIVING PERFORMANCE 5 - 6 MAY 2016

DAY 2 DRIVING PERFORMANCE CASE STUDY A Marketing leader sets up a real life scenario he faced in a new role. The delegates then have the opportunity to think through how they would approach the challenges and opportunities, integrating and applying their learnings from the overall programme.

BEING A GREAT MARKETING LEADER Nihal Kaviratne CBE, Chairman - Akzo Nobel India Pvt Nihal concludes the programme by highlighting the strategic role that marketing can play in driving commercial business performance and the impact individuals can have on a business by being ambitious, bold and customer-centred.

ACTION PLANNING Participants relate their learning from the workshop back to the issues they are facing back on the job and develop a final plan of action.

CLOSE

SPEAKER BIOGRAPHIES

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NIHAL KAVIRATNE CBE Chairman, AkzoNobel India Pvt Nihal’s career with the Unilever Group spanned 40 years during which he held various senior level management positions in sales, marketing brand and strategic planning and development, and as Chairman/CEO across Asia, Europe and Latin America. He retired from Unilever in 2005. He was awarded Commander of the British Empire (CBE) for services to UK business interests and for sustainable development in Indonesia. Nihal serves as an Independent, Non-Executive Director for GlaxoSmithKline Pharmaceuticals Ltd, India and as Chairman of Akzo Nobel India Limited (formerly ICI). He is an Independent, Non-Executive Director of several Temasek-linked companies including StarHub Limited, SATS Limited, DBS Group Holdings Limited, DBS Bank Limited, DBS Foundation Limited and Olam International Limited. He is President Commission of PT TVS Motor Company Indonesia, a Member of the Private Sector Portfolio Advisory Committee in India for the UK Government’s Department for International Development (DFID), and serves on the Advisory Board of Bain & Company for SEA/Indonesia. He is also the Chairman of Caraway Pte Ltd, Singapore and a Director of TVS Motor (Singapore) Pte Limited. He is a Governing Board Member of the non-profit organization The Bombay Mothers and Children Welfare Society, Patron of the Indian Cancer Society, and the Founder of St Jude India Childcare Centres. He is the Founder and President Emeritus of the International Wine & Food Society, Bombay Branch, and is a Chevalier du Tastevin. Nihal holds a Bachelor of Arts (Honours) with a major in Economics from Bombay University, and attended the Advanced Management Programme at Harvard Business school and the Advanced Executive Programme at the Kellogg School of Management, North Western University, USA.

JACK LIM Chief Commercial Officer, MediaCorp Jack Lim joined MediaCorp in September 2014 as Chief Commercial Officer, reporting to Shaun Seow, Chief Executive Officer, MediaCorp. Jack heads the company’s Commercial Group, overseeing all commercial relationships and fulfilment, including advertising, sales, go-to-market partnerships, creative services, consumer insights and analytics. Jack is responsible for delivering a unified proposition to customers, integrating the company’s portfolio of diverse and innovative products across platforms including TV, radio, press, magazines, out-of-home and digital properties. One of his priorities is to help businesses leverage data to make business decisions in a multi-screen environment, where consumers are increasingly living online. Prior to this, Jack spent six years at Sony Pictures Television Networks Asia, where he was in charge of media and affiliate sales and marketing. During that time, he transformed the network’s sales model in Asia to support its growth into a multi-channel network. Before that, Jack held regional leadership positions in marketing, brand and communications in global companies GE, IBM and CNBC.

SPEAKER BIOGRAPHIES

SELECTION OF PARTICIPANTS

• The programme is designed for experienced marketers who have been identified as having the potential to fill senior marketing leadership positions within the next two years.

• To ensure participants have compatible levels of experience and seniority, sponsorship from a leader within the business is required.

• We are seeking applications from individuals who have been working in a marketing role for a minimum of five years, who are familiar with all the basic skills of marketing and who will probably already be leading a small to medium-sized marketing team.

• Applicants should be able to point to at least one marketing case history that can demonstrate their ability to make a difference in the market place.

• The cost per participant will be $10,950 SGD (non-residential).

• For members of The Marketing Society, a complimentary renewal is included as part of the programme. For non-members, a year’s complimentary membership is rewarded upon completion of the course.

• There are no restrictions on the type of business applicants are working in at present. We welcome a diversity of backgrounds. However, preference will be given to applicants from companies with a reputation for high standards of management.

• The maximum number of participants will be 20.

• Applications must be submitted by 29 January 2016. We will let applicants know if they have been accepted onto the programme no later than 12 February 2016.

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To apply or to find out more about the International Marketing Leaders Programme, call or email Sarah Woodley:+44 (0)20 8973 1372/1360sarah@marketingsociety.com

Alternatively, you can download an application form:www.marketingsociety.com/the-gym/international-mlp-asia

Venue Hotel Fort Canning, 11 Canning Walk, Singapore 178881

BOOKING INFORMATION

*Programme content and speakers subject to change.

THE MARKETING SOCIETYWWW.MARKETINGSOCIETY.COM