Global Marketer Week 2022

WFA Global Marketer Week 2022

Boasting 800+ participants, Global Marketer Week returned in April with four live days of inspiration, discovery and learning. The industry's brightest minds gathered in Athens for unparalleled insight and thought leadership into how marketers can be a positive force for change as the world looks to build back from the pandemic.

The 2022 Global Marketer Conference

Sir John Hegarty: The business of creativity

Raja Rajamannar, Mastercard: Metahuman

Karen Nelson-Field: New world, new metrics

David Jones, The Brandtech Group: Unpacking the metahype

The Big Debate highlights: Marketing today and sustainability

Paul Kemp-Robertson, Contagious: Taking a stand

How can different functions drive sustainability?

Conference speakers

Speakers

The conference in photos

The conference in photos
The conference in photos
The conference in photos
The conference in photos
The conference in photos
The conference in photos
The conference in photos
The conference in photos
The conference in photos
The conference in photos

Other speakers

  • Ekaterina Agafonova
    Ekaterina Agafonova Ekaterina Global Strategic Sourcing Director Commerce, Heineken
  • Arwa Mahdawi
    Arwa Mahdawi Writer and brand strategist
  • Henry Ashworth
    Henry Ashworth Henry President, International Alliance for Responsible Drinking (IARD)
  • James Aylett
    James Aylett James Chief Data Officer, Annalect
  • Annalisa Barbagallo
    Annalisa Barbagallo Annalisa VP Public Affairs Europe, L'Oréal
  • Jamie Barnard
    Jamie Barnard Jamie General Counsel, Marketing, Unilever
  • Myriam Benichou
    Myriam Benichou Myriam Global Marketing Sourcing Director, L'Oréal
  • Tina Beuchler
    Tina Beuchler Tina Global Head of Media & Agency Operations, Nestlé
  • Edwige Boone Zaneguy
    Edwige Boone Zaneguy Edwige Global Procurement Business Partner Marketing, Bayer
  • Jeanette Coombs
    Jeanette Coombs Jeanette Sustainability Advocacy Lead, Danone
  • Americo de Campos Silva
    Americo de Campos Silva Americo Global Head of Brand Communications & Engagement, Shell
  • Cristina Diezhandino
    Cristina Diezhandino Cristina Chief Marketing Officer, Diageo
  • Cheryl Goh
    Cheryl Goh Cheryl Group VP of Marketing and Sustainability, Grab
  • Ana Maria Henao
    Ana Maria Henao Ana Maria Global Vice President of Marketing, PepsiCo
  • David Jones
    David Jones David Founder and CEO, The Brandtech Group
  • Catherina Kowsoleea
    Catherina Kowsoleea Catherina Global Head of Media Management, Philips
  • Christopher Kredo
    Christopher Kredo Christopher VP Procurement - Global Demand, Mars Inc.
  • Isabel Massey
    Isabel Massey Isabel Global Media Director, Diageo
  • Philip Myers
    Philip Myers Philip SVP, Global Government Affairs, PepsiCo
    Phil is leading the company’s government and stakeholder relations. Before this, he oversaw public policy and communications across the company’s Europe Sub-Saharan Africa business. Prior to PepsiCo, Phil led the European Retail Round Table, which brought together Europe’s leading retailers on public policy issues, and was also a researcher and lecturer in European politics. He has a master of European Studies in Political Science and Administration from the College of Europe in Belgium and a doctorate in Philosophy in Contemporary European Studies from Sussex University in the UK.
  • Belinda Smith
    Belinda Smith Belinda WFA Global Diversity Ambassador
  • David Wheldon
    David Wheldon David WFA President Emeritus & Better Marketing Podcast host
  • Jon Wilkins
    Jon Wilkins Jon Global Managing Director, Creative Council, Accenture Interactive | Chairman, Karmarama

2022 participants

Agenda

Agenda
Tuesday, 5 April
9:00 - 12:00
WFA Executive Committee
Electra Palace Athens, Motivo meeting room (hybrid)
WFA Executive Committee members
Show more

WFA's Executive Committee meets quarterly to discuss the organisation's priorities and guide WFA strategy. The Executive Committee is made up of senior corporate and national association representatives.

This session will be hybrid.

14:00 - 15:00
WFA Annual General Meeting
Electra Palace Athens, Motivo meeting room (hybrid)
WFA members only
Show more

The AGM will WFA give members a review of the past year’s activities, challenges and major achievements.

More details on the agenda to follow.

19:00 - 23:00
SDE Cocktails & Welcome Dinner
Stavros Niarchos Foundation Cultural Center
By invitation only
Show more

Join us and our hosts at the Hellenic Advertisers Association for an unfortgettable dinner with a magical sea view.

Wednesday, 6 April
09:30 - 13:00
CMO Forum
NEW Hotel
WFA members only
Show more

The CMO Forum is an invitation-only event for marketing leaders. In this session, the Forum will continue its focus on marketing transformation: addressing how global marketing organisations have delivered in terms of sustainable growth. Delivering digital, creative and capability transformations to demonstrably grow the business whilst addressing the world’s ‘to do list’ outlined by the UN’s sustainable development goals.

9:00 - 15:00
Sourcing Forum
Electra Palace Athens (Alkyoni meeting room)
WFA members only
Show more

Marketing sourcing as accelerators of their company’s ESG agenda

Not a day goes by without another call for more sustainability & social responsibility within our industry, which has now become a top priority for most organisations. Some have done a great job of setting and achieving ambitious targets within their own organisation. However, to drive meaningful changes, it is essential to look at the overall picture and involve external partners in this journey. How can marketing procurement be part of the transformation and contribute to their company’s ESG commitments, including by cascading them to suppliers, as well as suppliers of their suppliers?

Several WFA members will kickstart the knowledge exchange and share on their current approach to sustainability and social responsibility, from a marketing procurement perspective. This will be followed by a co-creation workshop facilitated by members of WFA’s Global Sourcing Board, including streams on:

  • A strategic sourcing framework to ESG – overall structure, pillars, roles & responsibilities, metrics
  • Agencies & supplier diversity – framework / questions to suppliers, measurement, change management

 

9:00 - 15:00
Media Forum
Athens Capital Center Hotel – Mgallery
WFA members only
Show more

WFA’s Media Forum provides peers the chance to come together to discuss and tackle common media challenges and further our industry’s agenda.

Topic 1: Media responsibility - Pushing for industry-wide change

The Global Alliance for Responsible Media (GARM) continues to provide a valuable forum for the industry to address a growing range of issues connected with harmful content on digital media platforms. Rob Rakowitz (Initiative Lead, GARM) will look to update us on progress with GARM’s mission.

Isabel Massey (Global Media Director at Diageo), Tina Beuchler (Global Head of Media & Agency Operations, Nestlé) and Catherina Kowsoleea (Head of Global Media Management, Philips) will then speak about how they’ve set up their responsible media initiatives, and how they’ve applied them to partners.

This will then be followed by a round-table discussion.

Topic 2: A new approach to global media measurement

Alongside a team of advertisers and national advertiser associations, WFA is catalysing change in the cross-media measurement space. WFA will update everyone on progress to develop software code powering pilots to deliver against the advertiser North Star, implemented by ANA (US) and ISBA (UK).

Karen Nelson-Field (CEO of Amplified Intelligence and former Senior Researcher, Ehrenberg Bass Institute) and Americo De Campos Silva (Global Head of Brand Communications & Engagement at Shell) will then discuss their recent work together on attention and how it has helped to enhance Shell’s global media planning.

This will then be followed by a Q&A and round-table discussion.

9:30 - 13:30
Policy Forum
Electra Palace Athens (Motivo meeting room)
WFA members only
Show more

The role of policy in support of sustainability

This year’s policy session at Global Marketer Week will explore two subthemes under the overall title of sustainable marketing. Firstly, industry experts will take a look at what technologies brands are going to have to navigate in the future, whether that be new platforms or the much-vaunted Metaverse. Participants will be given a better understanding of how these technologies work, what the challenges and opportunities are for brands and what the implications are from a policy perspective. The second part of the session will offer case studies on how the policy function can help drive companies’ sustainability agenda. Special focus will be given to how policy professionals can help ensure that trustworthy and verifiable environmental claims can help build trust in marketing’s capacity to be part of the solution in driving a more sustainable future.

16:00 - 18:00
Better Marketing
Zappeion
WFA members and by invitation only
Show more

How can brands rise to the sustainability challenge?

The UN has set 17 Sustainable Development Goals. Only one (SDG 13) refers to climate action. Sustainable life on Planet Earth depends on us delivering on all the goals, which are all interlinked.

Gender equality (SDG 5) and reduced inequalities (SDG 10) will accelerate reductions in poverty (SDG 1) and hunger (SDG 2). Driving diversity, equity and inclusion will also drive climate action.

Put simply, corporations have to do everything; go net zero, promote sustainable behaviours, help develop a sustainable media ecosystem and build a sustainable industry model.

Better Marketing will try to look beyond the silos and see how all of our individual actions can help drive bigger societal and planetary goals.

Speakers:

  • Arwa Mahdawi, writer and strategist
  • Belinda Smith, CEO Americas, mSix & Partners
  • Solitaire Townsend, Co-founder, Futerra
  • David Wheldon, WFA President Emeritus & host of the Better Marketing Podcast
  • Jon Wilkins, Global Managing Director, Creative Council, Accenture Interactive
Thursday, 7 April
09:00-16:30
WFA/SDE Global Marketer Conference
"Hellenic Cosmos" Cultural Center
Open to all
Show more

The highly-acclaimed WFA Global Marketer Conference is back and, as ever, it boasts some of the highest-profile marketers and thought leaders in our industry. The day will focus on the intersection between creative effectiveness and sustainability in marketing. Our speakers will challenge us to address the most pressing issues facing our industry and the planet.

19:30-23:00
WFA Gala Dinner
Hotel Grande Bretagne
WFA members and by invitation only
Show more

Join us for an unforgettable dinner in the very heart of Athens!

Details to follow.

Friday, 8 April
10:00 - 14:00
National Associations Council
Electra Palace Athens (Motivo meeting room)
National Association Council members
Show more

The National Associations Council (NAC) is the forum for heads and representatives of national industry associations in WFA membership and offers a unique opportunity for national associations around the world representing the common interests of marketers to learn from each other and share ideas, insights and success stories.

In this session, we will discuss the leadership role of national associations in fostering a more sustainable advertising industry.

9:00 - 12:00
WFA Executive Committee
Electra Palace Athens, Motivo meeting room (hybrid)
WFA Executive Committee members
Show more

WFA's Executive Committee meets quarterly to discuss the organisation's priorities and guide WFA strategy. The Executive Committee is made up of senior corporate and national association representatives.

This session will be hybrid.

14:00 - 15:00
WFA Annual General Meeting
Electra Palace Athens, Motivo meeting room (hybrid)
WFA members only
Show more

The AGM will WFA give members a review of the past year’s activities, challenges and major achievements.

More details on the agenda to follow.

19:00 - 23:00
SDE Cocktails & Welcome Dinner
Stavros Niarchos Foundation Cultural Center
By invitation only
Show more

Join us and our hosts at the Hellenic Advertisers Association for an unfortgettable dinner with a magical sea view.

09:30 - 13:00
CMO Forum
NEW Hotel
WFA members only
Show more

The CMO Forum is an invitation-only event for marketing leaders. In this session, the Forum will continue its focus on marketing transformation: addressing how global marketing organisations have delivered in terms of sustainable growth. Delivering digital, creative and capability transformations to demonstrably grow the business whilst addressing the world’s ‘to do list’ outlined by the UN’s sustainable development goals.

9:00 - 15:00
Sourcing Forum
Electra Palace Athens (Alkyoni meeting room)
WFA members only
Show more

Marketing sourcing as accelerators of their company’s ESG agenda

Not a day goes by without another call for more sustainability & social responsibility within our industry, which has now become a top priority for most organisations. Some have done a great job of setting and achieving ambitious targets within their own organisation. However, to drive meaningful changes, it is essential to look at the overall picture and involve external partners in this journey. How can marketing procurement be part of the transformation and contribute to their company’s ESG commitments, including by cascading them to suppliers, as well as suppliers of their suppliers?

Several WFA members will kickstart the knowledge exchange and share on their current approach to sustainability and social responsibility, from a marketing procurement perspective. This will be followed by a co-creation workshop facilitated by members of WFA’s Global Sourcing Board, including streams on:

  • A strategic sourcing framework to ESG – overall structure, pillars, roles & responsibilities, metrics
  • Agencies & supplier diversity – framework / questions to suppliers, measurement, change management

 

9:00 - 15:00
Media Forum
Athens Capital Center Hotel – Mgallery
WFA members only
Show more

WFA’s Media Forum provides peers the chance to come together to discuss and tackle common media challenges and further our industry’s agenda.

Topic 1: Media responsibility - Pushing for industry-wide change

The Global Alliance for Responsible Media (GARM) continues to provide a valuable forum for the industry to address a growing range of issues connected with harmful content on digital media platforms. Rob Rakowitz (Initiative Lead, GARM) will look to update us on progress with GARM’s mission.

Isabel Massey (Global Media Director at Diageo), Tina Beuchler (Global Head of Media & Agency Operations, Nestlé) and Catherina Kowsoleea (Head of Global Media Management, Philips) will then speak about how they’ve set up their responsible media initiatives, and how they’ve applied them to partners.

This will then be followed by a round-table discussion.

Topic 2: A new approach to global media measurement

Alongside a team of advertisers and national advertiser associations, WFA is catalysing change in the cross-media measurement space. WFA will update everyone on progress to develop software code powering pilots to deliver against the advertiser North Star, implemented by ANA (US) and ISBA (UK).

Karen Nelson-Field (CEO of Amplified Intelligence and former Senior Researcher, Ehrenberg Bass Institute) and Americo De Campos Silva (Global Head of Brand Communications & Engagement at Shell) will then discuss their recent work together on attention and how it has helped to enhance Shell’s global media planning.

This will then be followed by a Q&A and round-table discussion.

9:30 - 13:30
Policy Forum
Electra Palace Athens (Motivo meeting room)
WFA members only
Show more

The role of policy in support of sustainability

This year’s policy session at Global Marketer Week will explore two subthemes under the overall title of sustainable marketing. Firstly, industry experts will take a look at what technologies brands are going to have to navigate in the future, whether that be new platforms or the much-vaunted Metaverse. Participants will be given a better understanding of how these technologies work, what the challenges and opportunities are for brands and what the implications are from a policy perspective. The second part of the session will offer case studies on how the policy function can help drive companies’ sustainability agenda. Special focus will be given to how policy professionals can help ensure that trustworthy and verifiable environmental claims can help build trust in marketing’s capacity to be part of the solution in driving a more sustainable future.

16:00 - 18:00
Better Marketing
Zappeion
WFA members and by invitation only
Show more

How can brands rise to the sustainability challenge?

The UN has set 17 Sustainable Development Goals. Only one (SDG 13) refers to climate action. Sustainable life on Planet Earth depends on us delivering on all the goals, which are all interlinked.

Gender equality (SDG 5) and reduced inequalities (SDG 10) will accelerate reductions in poverty (SDG 1) and hunger (SDG 2). Driving diversity, equity and inclusion will also drive climate action.

Put simply, corporations have to do everything; go net zero, promote sustainable behaviours, help develop a sustainable media ecosystem and build a sustainable industry model.

Better Marketing will try to look beyond the silos and see how all of our individual actions can help drive bigger societal and planetary goals.

Speakers:

  • Arwa Mahdawi, writer and strategist
  • Belinda Smith, CEO Americas, mSix & Partners
  • Solitaire Townsend, Co-founder, Futerra
  • David Wheldon, WFA President Emeritus & host of the Better Marketing Podcast
  • Jon Wilkins, Global Managing Director, Creative Council, Accenture Interactive
09:00-16:30
WFA/SDE Global Marketer Conference
"Hellenic Cosmos" Cultural Center
Open to all
Show more

The highly-acclaimed WFA Global Marketer Conference is back and, as ever, it boasts some of the highest-profile marketers and thought leaders in our industry. The day will focus on the intersection between creative effectiveness and sustainability in marketing. Our speakers will challenge us to address the most pressing issues facing our industry and the planet.

19:30-23:00
WFA Gala Dinner
Hotel Grande Bretagne
WFA members and by invitation only
Show more

Join us for an unforgettable dinner in the very heart of Athens!

Details to follow.

10:00 - 14:00
National Associations Council
Electra Palace Athens (Motivo meeting room)
National Association Council members
Show more

The National Associations Council (NAC) is the forum for heads and representatives of national industry associations in WFA membership and offers a unique opportunity for national associations around the world representing the common interests of marketers to learn from each other and share ideas, insights and success stories.

In this session, we will discuss the leadership role of national associations in fostering a more sustainable advertising industry.

Register now Partners

Save the date for Global Marketer Week 2023!

Global Marketer Week goes to Istanbul from 25-28 April 2023

To register your interest in attending the event, please email events@wfanet.org

Partners

Interested in partnership opportunities for WFA Global Marketer Week 2023? We’d love to discuss: sponsorship@wfanet.org

Platinum Sponsor

Main Sponsors

Supporting Sponsors

Music Partner

Main local sponsor

Local Sponsors

Local Supporters

Local Media Partners