WFA Global Marketer Week 2018

Tokyo, May 15-18, 2018

WFA Global Marketer Week 2018

WFA Global Marketer Week 2018

The event

Thank you to the over 700 delegates who joined us in Tokyo for an unmissable four days of inspiration, discovery and learning.

Here’s a recap of what happened during the week.

Tokyo Highlights

Video highlights from the week

WFA Global Marketer Week 2018: Highlights

WFA Global Marketer Week 2018: Roel de Vries, Nissan

Global marketers on good client leadership

WFA Global Marketer Week 2018: Chris Baréz-Brown, Upping Your Elvis

Global marketers on what brands need from their partners

The big debate: Global creative = local disaster?

Global creative = local disaster? Marketers weigh in

WFA Global Marketer Week 2018: Robert Wong, Google

WFA Global Marketer Week 2018: Global Media Transformation Workshop

What it means for brands to be responsible

WFA Global Marketer Week 2018: David Wheldon, CMO of RBS & WFA President

News from Tokyo

News from Tokyo

  1.    Speakers announced for Global Marketer Week 2020

    Speakers announced for Global Marketer Week 2020

    Diageo, General Mills, Grab, Mastercard and P&G to speak at WFA's annual conference for global marketers

    Read more about "Speakers announced for Global Marketer Week 2020"
  2.    WFA announces first speakers for Global Marketer Week Singapore 2020

    WFA announces first speakers for Global Marketer Week Singapore 2020

    P&G and Mastercard to speak as annual showcase for global marketers heads to Singapore

    Read more about "WFA announces first speakers for Global Marketer Week Singapore 2020"
  3.    People + Purpose = Performance
    Integrated marketing

    People + Purpose = Performance

    Better marketing produces better results. No WFA member would disagree, in principle, but what does this mean in practice?

    Read more about "People + Purpose = Performance"
  4.    Putting people first
    Brand purpose

    Putting people first

    People are what matters in marketing and Global Marketer Week in Lisbon brought together more than 1,000 from more than 35…

    Read more about "Putting people first"
  5.    Why policy professionals need to get excited about marketing

    Why policy professionals need to get excited about marketing

    Marketers and policy professionals must bridge the gap that divides them. Rebecka Allén explains why that is critical for the…

    Read more about "Why policy professionals need to get excited about marketing"
  6.    Partnering with Finance
    Marketing procurement

    Partnering with Finance

    A great relationship with finance is key to building marketing procurement’s profile across an organisation. WFA Global…

    Read more about "Partnering with Finance"

Conference speakers

  • Sam Ahmed Global Head Digital & Retail Marketing, Standard Chartered

    Based in Singapore, Sam is the Global Head of Digital & Retail Marketing at Standard Chartered and is respected as one of Asia-Pacific's best creative marketers & Ecomm leaders. He previously ran teams at Fonterra, Kraft and Starbucks. Before joining Standard Chartered in 2017, he was CMO of Mastercard APAC for three years. Sam also chairs WFA's CMO Forum in APAC.

  • Chris Baréz-Brown Speaker, bestselling author and founder, Upping Your Elvis

    Chris is a renowned speaker, trainer and bestselling author in the world of creative thinking and wellbeing. He is the founder of Upping Your Elvis, a consultancy helping businesses such as Unilever, WPP, Nike and ITV realise their true creative potential. Chris was recently described by The Guardian as a long haired twinkly eyed cross between Richard Branson and a wizard, which sums up his unique, eclectic yet impactful style. His work has featured in media such as the Harvard Business Review, the BBC and Fast Company. Chris writes monthly columns for GQ and British Airways Business Life magazine and lives by the sea in Dorset with his family, a 35 year old Land Rover and a selection of paddleboards and guitars.

  • Masatoshi Ito Chairman of the Board at Ajinomoto Co, Inc. & JAA President

    Masatoshi Ito is the Chairman of the Board at Ajinomoto Co, Inc., a leading Japanese food and amino science corporation. Mr Ito joined Ajinomoto in 1971 and has held a number of various roles, mainly in marketing and management, before being appointed President of the Frozen Foods Company (2003), then President of the Food Products Company (2006) and President and CEO of Ajinomoto (2009). Mr Ito also serves as the President of the Japan Advertisers Association and of the Japan Sport Association, is the Chairman of the Japan Overseas Enterprises Association and of the Society of Japan Food Industry Executives, Vice Chair of the Board of Councilors of the Japan Business Federation, and sits on the Board of Directors of Japan Airlines and Yamaha.

  • Younghee Lee Executive VP, CMO of Samsung Electronics & Head of Global Marketing Mobile Communications Business

    Younghee Lee joined Samsung Electronics as the VP of the Global Marketing Group of Samsung’s Mobile Communications Business in July 2007 being promoted to Executive VP in 2012. Appointed CMO in 2017, she now also leads the Global Marketing Center, overseeing all products including mobile devices, home appliances and TVs. Ms. Lee is a veteran of the consumer industry, having spent over 18 years working for multinational global FMCG companies including L’Oreal and Unilever.

  • Marc Mathieu CMO, Samsung Electronics America

    Marc Mathieu is a storied marketing veteran known for developing talent, digital innovation and humanizing large global brands. Recognized as #6 on Forbes’ 2017 “100 Most Influential CMOs in the World” list , Marc leads U.S.–based marketing across all lines of the company’s business including home entertainment, home appliances, and telecommunications. Prior to joining Samsung, Marc was the Senior VP of global marketing at Unilever and Senior VP of global brand marketing at Coca-Cola.

  • Go Sohara Creative Director / Partner, Death of Bad

    An award-winning creative, Go started his career in 1999 as a copywriter in Hakuhodo, working for clients including Honda, Kirin, Sony and NTT DoCoMo. In 2006, he moved to Los Angeles to join TBWA/Chiat/Day and later TBWA/Media Arts Lab, where he created iconic global campaigns for Apple, such as ‘Get a Mac’, ‘iPod Silhouette’, ‘iPod Stacks’, ‘iPod Grid’ and launch campaigns for iPhone and iPad as Group Creative Director. Go crossed the Pacific again to join J. Walter Thompson Japan in 2014 as Executive Creative Director, spearheading campaigns for BMW, Unicharm, Mitsui Chemicals, Haagen Dazs, Schick, Nestlé, Tanizawa Seisakusho and more. In 2018, he has started his own brand/marketing studio called Death of Bad.

  • Roel de Vries Corporate VP, Global Head of Marketing, Communications and Brand Strategy, Nissan

    As Corporate Vice President, Global Head of Marketing, and Brand Strategy, Roel is focused on further strengthening Nissan's brands value. He first joined Nissan in 1994 and has worked in a number of various roles at the head office in Amsterdam and in South Africa, including General Manager Product Planning General Overseas Markets, Program Director for Nissan's all rear wheel drive vehicles, before being appointed to his current role in November 2010.

  • Yukiko Yamaguchi CNS, Director, Enterprise Marketing Division, Panasonic

    Yukiko has 25 years of experience as a marketing communications professional, working for both international and Japanese brands including Cisco Systems, Yahoo! Japan and IBM. She joined Panasonic to lead B2B marketing in the Connected Solutions Company in 2017. She also serves as the chairperson of the International Committee, as well as the vice-chairperson of the Digital Media Committee of the Japan Advertisers Association (JAA).

  • Naomi Yamamoto Chief Creative Officer, Shiseido Global Headquarter

    A branding and design veteran, Naomi’s career at SHISEIDO spans over 30 years and two continents, with posts in Tokyo, New York and China. She currently leads the Creative Division - the company’s in-house creative think-tank, which was established more than 100 years ago - orchestrating and supervising the creative development of Shiseido Group’s subsidiary brands as well as corporate communications on a global scale. Working off of the theme “Women Of The New Age Take On The World” and focusing mainly on branding, new media communication and cultural relevance, her aim is to define and create new values for beauty.

  • David Wheldon CMO, RBS

    David is the President of the WFA and CMO of the Royal Bank of Scotland, a position he took up in July 2015. His career started on the agency side before working in various brand marketing roles at Coca-Cola and Vodafone. He was also President of BBDO Europe. Prior to RBS, David joined Barclays in 2012 as MD of Brand, Reputation and Citizenship.

  • Robert Wong VP, Google Creative Lab

    Robert Wong was born Chinese, grew up Dutch, was Canadian, and is now American. While studying to become an accountant in Toronto, Robert woke up one day, flew to New York, and became a graphic designer instead. Best known as design chief of Starbucks and co-founder of Google Creative Lab, Robert has been honoured as a Master of Design by Fast Company and one of the 50 Most Influential Designers in America. His work has been featured at exhibitions around the world including the Cooper-Hewitt National Design Museum and the Museum of Modern Art (MoMA). Robert has no plans of going back to accounting.

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

The conference in tweets

The conference in tweets
The conference in tweets
The conference in tweets
The conference in tweets
The conference in tweets
The conference in tweets
The conference in tweets
The conference in tweets
The conference in tweets
The conference in tweets
The conference in tweets
The conference in tweets
The conference in tweets
The conference in tweets
The conference in tweets
The conference in tweets
The conference in tweets
The conference in tweets
The conference in tweets
The conference in tweets
The conference in tweets
The conference in tweets

Other speakers

Other speakers
  • Stephen Kehoe Global Chair, Sectors and Practices, Edelman

    Stephen is Global Head of Sectors and Practices at Edelman, a role which spans public affairs, corporate communications, consumer brand and a range of industry specialisms, such as health, technology and food.  He leads the firm’s work on reputation and trust and steers Edelman’s intellectual property investments. Stephen’s experience spans 25 years of international communications and reputation management. He joined Edelman from Visa Inc., San Francisco, where he was Senior Vice President of Global Financial Inclusion, a business-led, shared value initiative focused on driving Visa’s growth in emerging markets and delivering social impact. Prior to this, Stephen was head of corporate communications for Visa’s markets in Asia Pacific, Europe, Middle East and Africa, based in Singapore. Before joining Visa, he was at PepsiCo in New York where he led global public policy, communications and government relations’ campaigns, as Vice President Government Affairs & Public Policy.

  • Paul Kemp-Robertson Co-founder & Chief Brand Officer, Contagious

    After graduating with a master’s degree from University of London, Goldsmiths’ College, Paul served on the launch team behind Shots magazine in 1990, becoming editor in 1994. Subscriptions trebled under his tenure. In 1998 he became Leo Burnett's worldwide director of creative resources, based in Chicago, where he was responsible for the network's global creative council and its Creative Exchange library of award-winning marketing ideas from around the world. He returned to London and in 2004 co-founded Contagious – a marketing innovation resource and a creative excellence consultancy for brands and agencies. Paul has written for numerous publications including The Guardian and The Hollywood Reporter, and has appeared on CNN, ITV News, BBC Radio 4’s The Today Programme and BBC 5 Live’s Wake Up To Money. His TED Talk on Alternative Currencies has been viewed more than 1.2 million times. Alongside his US colleague, Chris Barth he is the co-author of The Contagious Commandments book. It was published by Penguin Business in November 2018, and has already been selected as a class text for the branding & strategy course Syracuse University in New York.

  • Bessie Lee Founder and CEO, Withinlink

    Bessie Lee is Founder and CEO of Withinlink, a China-based startup incubator and early-stage venture fund focused on marketing technology that supports China’s media communications industry. With more than 28 years of experience in the media communications industry in Greater China, exclusively across a number of WPP companies, Ms. Lee draws upon an extensive network of thought leaders as well as a team of C-suite media and marketing executives, investment professionals and entrepreneurs, to offer extensive experience in business management and networks to fund and mentor startups and to create winners. Prior to founding her own company, she was CEO of WPP China beginning in 2013, where she was responsible for 14,000 employees and more than $1 billion in annual revenue. Ms. Lee also served as the CEO of GroupM China. During her seven-year tenure, GroupM’s media billings in the country tripled, and GroupM was named the number one media holding group in China in terms of billings for five consecutive years from 2007 to 2012, according to RECMA.

  • Jon Wilkins Chairman, Karmarama & Managing Director, Accenture Interactive

    Jon began his career in the market research department at Granada TV then went to the brand new MTV for several years before joining BMP as their Head of Strategy. In 2000, Jon along with John Harlow and Will Collin founded Naked, the ground breaking international communications agency. Jon pioneered the concept of media neutrality there. He worked on a range of local and global clients including Coca-Cola and Unilever and remained at Naked for 13 years as it grew into an international group with offices in cities including New York, Melbourne, Sao Paolo, Paris, Singapore, Dubai and Tokyo. Jon joined Karmarama at the beginning of 2014 as Executive Chairman, his first role since leaving Naked. Jon has been developing the Karmarama integrated offer, increasing the capabilities of the agency in data and mobile and working with key clients to help them grow their business through strategy and creativity. He also is a regular speaker both in the UK and internationally. Jon oversaw the sale of Karmarama to Accenture in December 2016.

  • Koichi Yamamoto Executive Creative Director, CDC & Chief Strategy Officer, DBA APAC, Dentsu

    Koichi heads strategic planning at Dentsu, overseeing projects at the intersection of strategy, design and technology. With a diverse background in different areas ranging from advertising and brand management to new product and systems design, business consulting and futurecasting, and extensive experience working with clients in the technology sector, he is constantly creating new experiences for brands. He has also been involved in the marketing communications and brand management of many multinational brands in Japan such as Intel, Coca-Cola, McDonald’s, Apple, in addition to Japanese brands such as Uniqlo, Sony, Canon, NTT Docomo, Shiseido, Honda, Bridgestone, Benesse, among many others throughout his 30 years with Dentsu. Additionally, as Chief Strategy Officer, he currently manages the strategic planning practice across Dentsu brand agencies in the APAC region.

  • Sital Banerjee Global Head of Media & Marketing Performance Management, Philips

    A seasoned media & marketing communications professional with 25 years of experience, Sital has worked with in both the agency and client world. At Philips, he passionately drives engagement with the increasingly digital consumer using a variety of ad-tech opportunities to drive efficiency & effectiveness of marketing investments – always with a customer and consumer first approach. Sital is part of the programmatic buying committee set up by the World Federation of Advertisers, represents the advertiser on the Pan-European Viewable Impressions Steering group and recently also joined the WFA global media charter. An active member of the global media industry, he is invited to several juries and speaks on a variety of key issues – helping shape opinion and drive change.

  • Andrea Bernhardt Global Comms and Media Director, RB Health

    Andrea is the Global Comms and Media Director at RB Health. She is responsible for driving effectiveness across all Comms and Media, leading Comms Planning, Brand Effectiveness, Channel Vision and Strategy, Digital Transformation and all core Partnerships. Prior to joining RB, Andrea was Senior Director of Brand Strategy, Communications and Strategic Development at WebMD. She also has extensive Digital and Communications Planning experience across clients such as Unilever, Nestle, Astra Zeneca, ConAgra and AT&T.

  • Julie Chan Global Consumer Engagement Lead, Pfizer
  • Luis Di Como EVP Global Media, Unilever

    As Executive Vice President Global Media for Unilever, Luis oversees the second largest media budget in the world. Responsible for all Unilever global media strategy and execution, his role includes leveraging Unilever’s scale to drive innovation across the industry, and leading on strategic partnerships with the biggest global digital and overall media players. Luis also leads the relationship with all Unilever’s Global Media agencies. He is a vocal champion of the need for digital transparency, and has long advocated for a cleaner, more efficient and effective digital ecosystem. Luis has spent the majority of his career in Unilever, working across various functions with global, regional and local scope. He is truly a global citizen, having lived and worked in Asia, Europe, Latin America and Europe. Luis now lives in New York with his wife and two children. Outside Unilever, he is a board member of WFA and the Mobile Marketing Association and participates in other industry-influencing forums.

  • Fiona Lam Global Director, Media & Digital Communications, Volvo Cars

    Fiona is in charge of Media & Digital Communications at Volvo Cars Global Marketing at Volvo Cars headquarter, Sweden. She comes with almost 20 years experience in marketing communications with a focus in automobile industry. She has global, regional and local experience, worked and lived in Hong Kong, Shanghai, Beijing, Singapore and most recently Sweden. She started her marketing career in advertising agencies including J. Walter Thompson, McCann Erikson, DDB & Bates as lead account for brands including VW, GM, Ford among others. She moved to the client side in 2011 as Marketing Communications Director at Volvo Cars China. She was part of the team that rebuilt the Volvo brand since then and marked its impressive global revival. Fiona holds a Degree in BA Marketing from the Chinese University of Hong Kong. She now lives in Sweden with her husband and two kids, and finds it ever so exciting to be in the media and digital world today.

  • Spencer Lee Commercial Director, AirAsia

    Spencer is the Commercial Director of AirAsia, leading the entire Malaysia commercial functions including marketing, ancillary, digital, route revenue and network planning.

  • Kae Ishikawa Director, UN Women Japan Liaison Office

    Before joining UN Women in October 2017, Kae was a resource mobilisation specialist at UNFPA. She also took detail assignments in Sierra Leone Country Office as well as the Asia-Pacific Regional Office in Thailand. Prior to UNFPA, she worked for UNICEF to address sexual exploitation of children and for the Permanent Mission of Japan to the UN as the gender adviser. Kae holds a Master's degree in International Human Rights Law from Kobe University in Japan.

  • Jamie Barnard General Counsel, Global Marketing, Media & eCommerce, Unilever

    Jamie is a lawyer by training and leads a specialist team providing legal and commercial support to Unilever's global Marketing, Media and eCommerce functions. Key responsibilities include identifying and assessing legal and reputational risks associated with Marketing, Media and eCommerce, with a focus on emerging technologies, new media platforms, new models for procuring marketing content, engaging digital and tech start-ups, information protection and privacy.

  • Matthias Berninger Vice President Public Affairs, Mars

    Matthias leads the global Public Affairs team at Mars and is WFA Deputy President. Prior to joining Mars in 2007 he served as a Member of the German Parliament (1994-2007). Matthias is a teacher by training.

  • Philip Myers WFA Deputy President & Senior Vice President, 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.

  • Emmanuelle Wargon Senior Vice President, Corporate Affairs & Business Sustainability Integration, Danone

    The ambition and responsibility of Emmanuelle's role is to support the full integration of Danone's sustainability achievements into business as key differentiation assets to create value; while continuing to build and protect the reputation of the company through corporate affairs (internal and external communication, public and health affairs). She joined Danone in 2015 as Vice President Corporate Affairs of Danone. Emmanuelle has extensive experience in French government and administration. She was Secretary General of the Ministry of Health, Social Affairs and Labour from 2010 to 2012, and most recently General Director for employment and vocational training.

Save the date for Global Marketer Week 2019!

Global Marketer Week goes to Lisbon from 26-29 March 2019

Contact us at if you want to find out more about the next WFA Global Marketer Week and our other events.

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