IMC Forum: 2016 Year in Review

Meetings featured candid case studies and discussions led by senior marketers from Coca-Cola, Brown-Forman, Diageo, Jaguar Land Rover, LEGO, SAP, Mars, Mondelez and Nestlé. Guest speakers were also invited to challenge the status quo in their field of expertise. Isaac Mizrahi (Alma) and Mark Adams (VICE), who received the highest guest presentations rating this year, were two of them.

Content marketing continued to dominate our members’ agendas and the group shared experience to get better at creating relevant  content. This included initiatives such as setting up global digital partnerships.

As one member put it, “marketers are living in blissful ignorance” when it comes to integrated marketing measurement. The group accordingly tackled how to evolve measurement frameworks, providing our members with insights to move from proxy metrics to meaningful business metrics.

We concluded 2016 with a re-run of our integrated briefing research. The novelty was an agency-version of the survey that was sent to agency heads. This highlighted interesting opinion differences and the fact that work still needs to be done to establish mutual criteria for ‘integration nirvana’ in the eyes of clients and agency partners.

IMCFORUM 2016 in numbers:

• Group launched in 2009, first meeting in MENA/Dubai in 2016


• Connecting 625 senior marketers, a net increase of 25% compared to 2015


• 82 members attended meetings, a net increase of 28% compared to 2015


• Average meeting feedback score: 8.3/10


• 4 meetings in 3 regions + workshops in Asia


• 10 benchmarks or one-to-one connection requests on recommended agencies and integrated marketing practices


• 4 global or regional peer-research

IMCFORUM 2016 attendees:

1. Philip Pick, Anheuser-Busch InBev


2. Nandus du Plessis, Anheuser-Busch InBev


3. Jan Worre Pedersen, Arla Foods


4. Dafne Perez Zavala, Arla Foods


5. Guido Vilanova, Arla Foods


6. Jan Worre Pedersen, Arla Foods


7. Raj Kumar, AVIVA


8. Ankush Manchanda, Bacardi


9. Callum Watt, Bacardi


10. Mukta Tandon, BP


11. Mark Rose, BP


12. Luiz Schmidt, Brown-Forman


13. Sophia Angelis, Brown-Forman


14. Abishek Bharathan, Carlsberg


15. Daria Rasmussen, Carlsberg


16. Lisa Leung, Cathay Pacific


17. Grace Cheung, Cathay Pacific


18. Paul Cruttenden, Cathay Pacific


19. Stephanie Bell, Diageo


20. James Taylor, Diageo


21. Daniel Taylor, du


22. Filippo Bonsanti , eBay


23. Rami El Tawil, Emaar Group


24. Sarah Shaughnessy, Emirates


25. Sara Krikorian, Emirates


26. Jori Bindels, Emirates


27. Kristian Hunt, Emirates


28. Tania El Yacoubi, Emirates


29. Saada Thurley, Emirates


30. Georgette Kolkman, Emirates


31. Sardar Khan, Emirates


32. Isabella Gregori, Ferrero


33. Claudia Bertolotti, Ferrero


34. Adrian Enciso, General Motors


35. Lemeese Nejim, GlaxoSmithKline


36. Ricardo Perez, Grupo Bimbo


37. Julia Gorrod, ISBA


38. Debbie Morrison, ISBA


39. Laura Bozzano, Johnson & Johnson


40. Kate Keane, Johnson & Johnson


41. Sarah Swaney, Johnson & Johnson


42. Jane O’Keeffe, Kellogg


43. Omar,Carrion, Kellogg


44. Melina Kacherou-Carage, LEGO


45. Sally-Ann Weekes, LEGO


46. Maya Kosovalic, L’Oréal


47. Jawad Bisbis, Luxottica


48. Thomas Delabriere, Mars


49. Dan Burdett, Mars


50. Melanie E. Zaglia, Mars


51. Guillermo Morrone, Mastercard


52. Eduardo Nigro, Mondelēz


53. Jesus Rodriguez, Mondelēz


54. Josep Hernandez, Mondelēz


55. Suraj Karia, MTN Group


56. Rainer Mueller, Nestlé


57. Loret Wessels, Nissan


58. Elena Boisseuil, Nissan


59. Jane Kearney, Pernod-Ricard


60. Julie Chan, Pfizer


61. Rafael de Azua, Procter & Gamble


62. Angie Olivo, Procter & Gamble


63. Paul Smith, RBS


64. Aly Tawfik, Red Bull


65. Martin Dunn, SABMiller


66. Jonathan Lidington, SABMiller


67. Firdaus Shariff, SAP


68. Alex Jungerman, SAP


69. João Branquinho, SAP


70. Mohammed Jaradat, TATA Group/ Jaguar Land Rover


71. Wasim Basir, The Coca-Cola Company


72. Stephane Drochon, The Coca-Cola Company


73. Carien Beyer, The Estée Lauder Companies


74. Moises Lefeirman, The Hershey Company


75. Ricardo García-Nieto, UPS


76. Nadir Shah, VISA


77. Cristina de la Hoz, VISA


78. Ismael Champsaur, VISA


79. Farid Abboud, Vodafone


80. Ellen Marzell, Vodafone


81. Nathalie Lethbridge, Vodafone


82. Raquel Solorzano

For more information, visit the WFA website or contact Julia.