ESOMAR BEST OF - ARGENTINA 2015

BUENOS AIRES / 5 NOVEMBER

PROGRAMME

18.00 – 18.30 Registration

18.30 – 18.45 OPENING AND INTRODUCTION TO THE PROGRAMME Susana Marquis, ESOMAR Representative for Argentina

18.45 – 19.05 21st Century Woman The Latin American Way Fernando Roca, Discovery Networks, Argentina

19.05 – 19.25 Case study: 100 Days in our Energy Redefining a company’s direction Andrés Krymer, YPF, Argentina Esteban Foulkes, BMC Strategic Innovation, Argentina

19.25 – 19.45 ESP Case study: Building Digital Brand Engagement Federico Barallobre, PepsiCo, Argentina

19.45 – 20.05 The Data Party has Just Begun Customer loyalty and digital amplification Cecilia Mastrini, L’Oreal, Argentina Enric Cid, Netquest, Chile Natalia Gitelman, DatosClaros, Argentina

20.05 – 20.25 It's Time for Latin America to Join the Breakthrough Innovation Carnival Gerardo Martinez Romano, Regional Client Service Director, Ipsos, Argentina

20.25 – 20.55 Q&A debate

20.55 – 21.00 CLOSING Susana Marquis, ESOMAR Representative for Argentina

21.00 – 22.00 Networking drinks members ESOMAR SAIMO CEIM and AAM

Speakers Andrés Krymer Strategic Research Director, YPF, Argentina Andres holds a Bachelor's degree in Sociology. He is currently Strategic Research Manager at YPF. He had developed prominent roles in companies -from agency side- such as TNS, Synovate, Millward Brown and -from the client side- such as Unilever. Enric Cid Country Manager, Netquest, Chile Enric Cid is a committed and passionate entrepreneur with over 10 years of experience in market research. Since 2002, has been holding different positions in strategic planning, sales and panel development at Netquest. During this time, has actively participated in building Netquest from concept to a leading online panel & technology provider to market research professionals worldwide. Enric is a graduate of Universitat de Barcelona (UB) and holds a B.A. in Marketing & Market Research. He is currently the Managing Director for South Latin America at Netquest. Esteban Foulkes Global Content Director, BMC Strategic Innovation, Argentina Esteban has joined BMC Innovation in 2009 as Country Manager in Mexico BU. During his years in the company he has developed the Business Intelligent Area, becoming Global Director. Since 1996, Esteban has been growing in marketing research throughout big local and international companies. He has worked at: Synovate (Client & Solution Director, Account Manager, Team Director), Cuore Consumer Insight (Business Manager, Content Director), Moiguer (Data process Manager), etc. Esteban has a degree in Sociology. Federico Barallobre Consumer Insight Manager - South Cone, PepsiCo, Argentina Federico has more than 14 years of experience in Consumer & Shopper insight roles at market research companies (working for Unilever, Kraft, SCJ, Coca-Cola, Ferrero, Bayer) and at major retail companies (Danone and Pepsico). He has vast experience in consumer understanding in the main countries of Latin America (Brazil, Argentina, Chile, Venezuela and Colombia) focused on the innovation process inside companies. He is passionate about brand equity generation towards non-conventional ways. Federico holds a B.A. in Business Administration and a Master’s in Marketing. Natalia Gitelman Senior Director, DatosClaros, Argentina Natalia has supervised numerous market research and public opinion projects for companies and institutions in Argentina and Latin America. As author of the book “Social networks and companies” (Ed. Errepar, Argentina, 2012), she is a well-known research professional specializing in digital media topics and user of state-of-the-art on-line research methodologies. Natalia has lectured extensively on the internet and social networks boom as well as on the innovative usage of on-line research techniques at congresses and seminars. Natalia holds a B.A. in Sociology and Máster of Economic Sociology.

Gerardo Martinez Romano Gerardo has been the Regional Client Service Director at Ipsos LatAm since 2012. Prior to that, he was CEO at Ipsos Puerto Rico and and Business Unit Director at Ipsos Marketing in Argentina. Before joining Ipsos, he held different consumer insight / market research management positions with major Argentina-based multinational companies, such as Unilever, Kraft Foods and The Gillette Co. PRESENTATION ABSTRACTS The Data Party has Just Begun: Customer loyalty and digital amplification Cecilia Mastrini, Country Manager, L’Oreal, Argentina Enric Cid, Country Manager, Netquest, Chile Natalia Gitelman, Senior Director, DatosClaros, Argentina Despite the large efforts done by today's companies, keeping customers’ information organised is becoming harder. Different brands, departments and promotions have the potential to create new valuable information. The effort required to systematise all this disperse information to better understand customers is becoming increasingly intimidating. In addition, measuring the real impact of many promotional activities is not easy, partly caused by this information dispersion. But it is worth making an effort to integrate data from several sources and measure real effectiveness. This presentation will show how L'Oréal, jointly with DatosClaros and using a metering technology from Netquest, overcome these difficulties. The result: solid data that has become possible to come up with new loyalty pro. Building Digital Brand Engagement Federico Barallobre, Consumer Insight Manager - South Cone, PepsiCo, Argentina The objective of this presentation is to share How PepsiCo uses Social Media Insights in Latam to position and activate main digital brands (Twistos/ EQlibri and Toddy).

• Sharing with the Audience the Regional Think and Local Digital Touch. • How PepsiCo looks for Social Media Insights to interact/ co-create with Consumers. (using different

methodologies and partners) • Showing how PepsiCo understands consumers’ social interactions to leverage brand engagement. • And sharing a Study Case of Twistos and Toddy, which won different awards regionally.

Finally to remark the importance of understanding how key Targets (Women and Teens) use Social Media in Latam and explore the differences and similarities between countries. 21st Century Woman: The Latin American Way Antonio Flores, Research and Insights Senior Manager, Discovery Networks, Mexico Beatriz Mello, Research and Insights Director, Discovery Networks, Brazil Fernando Roca, Research and Insights Manager, Discovery Networks, Argentina Jo McIlvenna, Director, Jo McIlvenna, UK Lina Roncancio, Research and Insights Director, Discovery Networks, Colombia Lissette Valdes-Brito, VP Research & Planning, Discovery Networks Latin America, USA Pavel Escobedo, Research and Insights Director, Discovery Networks Latin America, USA

Only 23% of women across Latin America actively agree there are enough women on TV they can relate to. That's a shocking statistic and a stark demonstration of the need for research that explores and explains how women really feel about their lives today. From the workplace to the bedroom, we look at what women want and demonstrate the gap between old-fashioned myths versus the new hallmarks of 21st century Latin American women: ambitious and focused on fulfilling a fresh and varied set of needs. Lifestyle TV is one of the few media spaces, which aligns more closely with women's aspirations. Moving forward, our findings reveal how broadcasters and other brands need to work harder to support and reflect the journey women are on in order to forge deeper connection with female consumers. 100 Days in our Energy Redefining a company’s direction Andrés Krymer, Strategic Research Director, YPF, Argentina Esteban Foulkes, Global Content Director, BMC Strategic Innovation, Argentina Having redefined its values, YPF, the national energy provider of Argentina had to create a brand architecture coherent with its long history. BMC and its research through qualitative methods provided the proper understanding of the double nature of energy consumers: as citizens and as consumers. It became clear that this double nature influences directly the image and the assessment of the company as it acts as a public, state owned company at a national strategic sector (energy), and at the same time is a utility provider in a market scenario. In this sense, individuals are consumers and at the same time citizens willing to see successful and efficient public governance. Thanks to the findings realised by BMC, the graphic and advertising campaigns were able to generate the outcome expected. It's Time for Latin America to Join the Breakthrough Innovation Carnival Gerardo Martinez Romano, Regional Client Service Director, Ipsos, Argentina Lucy Balbuena, Global Product Manager, Ipsos, France María Cristina Páez, Regional Manager, Ipsos Consultor, Ecuador Even though Latin America is now globally perceived as the land of opportunity and a new frontier for innovation, we can definitely increase the number of successful breakthrough products being launched in the region. Our investigation will cover how innovation pipelines for Latin American countries compare to those for other developing countries like China and India, which product categories are leading the way for breakthrough innovation in Latin America, and how local and global companies are faring in terms of generating new breakthrough ideas. We will then look at the challenges to developing breakthroughs in Latin America and explore ways in which researchers and marketing professionals together can help drive bigger and bolder innovations in the region.