REFRAME:THE SUMMIT -The 2nd Annual Total Market Summit & Awards Event
Thursday, August 7, 2014 from 9:00 AM to 7:00 PM (EDT)
New York, NY
WHAT IS REFRAME:THE BRAND™?
REFRAME: THE BRAND™ powered by The CCMCA: A Total Market Industry Association is the first global content destination for Total Market Enterprise™ (TME) and Cross-Cultural education, training and certification.
After the Association launched in September 2013, it became clear there is a need for a different type of enterprise education; one that prepares and transforms organizations and individuals for the New Marketplace in the US and globally.
At REFRAME: THE BRAND™, we're empowering a global community of individuals and partners to challenge the current “general market” and “multicultural” business verticals within their organizations and pursue a Total Market industry vertical.
We provide learning and retraining within an immersive TME assessment, and classes and works on the most relevant skills to service the new marketplace: market sizing; organization design and strategic partnerships; experience and engagement planning and big data and effectiveness. All in the spirit of New Marketplace readiness.
WHAT IS REFRAME:THE SUMMIT™?
A Conference exploring how the Total Market industry vertical is reshaping the enterprise
Last year’s Total Market Summit stirred up key questions and predictions about what was to come from the Total Market industry vertical. Join #REFRAME:THESUMMIT for a day of ideas, evidence based outcomes and discussions about how the new market is reshaping brands, the enterprise,and the marketing and communications industry.
#REFRAME:THESUMMIT will focus on key questions brand and business leaders have. You'll hear stories, lessons learned and examples of organizations navigating their way through the Total Market Enterprise™ (TME) transformation.
"Over the next 5 years, multicultural consumer segments will account for 80% of the US population growth. This hyper growth is macro and will impact and challenge all businesses as to how they remain relevant internally and externally in the marketplace. How are business and brand leaders going to thrive during this period of change? That's exactly what we're going to answer at #REFRAME:THESUMMIT,” – Jeffrey L. Bowman, Founder and Chairman of the CCMCA and REFRAME: THE BRAND(tm).
HOSTED BY T.J. HOLMES
THURSDAY, AUGUST 7TH, 2014
8:00 AM – 9:00 AM CHECK-IN AND CONTINENTIAL BREAKFAST
9:00 AM – 9:15 AM WELCOME ADDRESS AND PURPOSE
President of the Americas, MetLife, William Wheeler will welcome guests to the 2nd Annual Total Market Summit and Awards Event. He will share the ambition and desired outcome for the day.
William J. Wheeler
President of the Americas, MetLife
9:15 AM – 9:45 AM STATE OF THE INDUSTRY AND THE ASSOCIATION
In so many ways approaching the Total Market as an industry vertical is a little disruptive to both the General Market and Multicultural industry verticals. Given the shift in the population and culture, a shift is required for marketers, agencies and technology to be relevant. Jeffrey will provide an update on the Association along with observations on changes required within the advertising and media industries, growth and the tangible opportunities for marketers in the US and globally within the Total Market industry vertical.
Jeffrey L. Bowman
Founder and Chairman – THE CCMCA and REFRAME: THE BRAND™
9:45 AM – 10:00 AM REFRAME: THE BRAND ™ INTRODUCTION
Since the launch of the Cross-Cultural Marketing and Communications – A Total Market Industry Association, there’s been a desire to make the name and call to action simpler. Our members, partners and the Industry asked us to articulate the mission and call to action for the movement. The CCMCA will introduce the new brand along with new products and solutions for helping large organizations become a Total Market Enterprise™ (TME).
Membership Chair – THE CCMCA
Content Strategy Lead – REFRAME: THE PUBLICATION ™
10:00 AM – 10:30 AM REFRAME: THE MARKETPLACE ™ OPPORTUNITY
Last year we explored how brands must fully understand the market opportunity as well as their partners. The velocity of a Total Market Enterprise™ transformation depends on the business ambition and outcome. Without alignment on the size of the prize, an organization will not arput the right priorities in place to achieve total market enterprise transformation. Join three industry leaders as they discuss how they measure and approach total market valuation for their brand partners.
CEO, Breakthrough Marketing Technology
Vice President, Multicultural Growth & Strategy, Nielsen
10:25 AM – 10: 35 AM COFFEE BREAK
10:30 AM – 11:15 AM REFRAME: ORGANIZATION DESIGN + TALENT™
The journey of becoming a Total Market Enterprise™ organization begins with talent. A business can’t execute if the right team and incentives aren’t in place to achieve business results within the Total Market Industry vertical. Four industry leaders will share how they are turning an “old tech” driven organization into a “new tech” organization that understands the new marketplace and the Total Market industry vertical.
Vice President of Marketing-Retirement, Prudential
Chief Talent Officer, FCB
Senior Director of Workforce Strategy, Diversity and Strategic Alliances, Major League Baseball
Founder and CEO, The 85% Niche
11:15 AM – 12:00 PM REFRAME: EXPERIENCE AND ENGAGEMENT™
One of the hottest topics in the industry today is how do you engage and build the right experiences for the new marketplace. Some brands are betting on the US Hispanic while others focus on millennials. Why not both? If a brand does everything right inside, how well does it translate in connecting externally with the new marketplace. Case in point—and headline of the year—is Apple Beats! What happened to Bose? When naysayers said the music industry was dead, Beats by Dre’ proved them wrong. Two brands will share their best practices in connecting and engaging with the New Marketplace.
Contributing Editor, Mediapost.com and Blogger, Mad Blog
Chief Executive Officer, Revolt Media
Chief Strategic Officer, VICE
12:00 PM – 1:00 PM LUNCH AND RECHARGE
After a powerful and inspired morning, take this opportunity to recharge, check email, post #REFRAMETHESUMMIT: on social media, eat and charge your phone. Yes, in that order. Take a break and get ready for an afternoon!
1:00 PM – 1:45 PM REFRAME: MARKETING AND ADVERTISING
Now for the elephant in the room—what does Total Market Enterprise™ transformation mean to brands and advertising? What about the budgets? What are the steps? How do I manage agencies and partners? What about the work? Is it more effective? We’ve assembled two leaders championing their version of the approach in their organizations.
Advertising Columnist, The New York Times
Vice President, Product Development, US Business MetLife
Senior Vice President for Campaigns, The Ad Council
1:45 PM – 2:30 PM REFRAME: KEY TRENDS AND WHAT’S NEXT
We’ve gathered two of the most sought after thought leaders in the Total Market and Cross-Cultural space. They’ve led research and communications efforts for some of the world’s largest brands. They will share their point of view on what brands are doing right and wrong to understand and expect from consumers and customers in the New Marketplace.
Julie Halpin Anderson
EVP, Solutions and Engagement, The Advertising Research Foundation
Managing Director, Firefly Millward Brown
Senior Vice President and Head of Multicultural Insights,
The Futures Company
Vice President, Products and Professional Services
2:30 PM – 2:40 PM COFFEE AND TEA BREAK
2:40 PM – 3:40 PM REFRAME: FOUNDATIONS + NON-PROFITS
Why this track? Foundations and the non-profit community are on the forefront of the communicating and providing solutions for the new marketplace. When it comes to education, income inequality and healthcare, foundations and non-profits drive social transformation. Join four of the most impactful organizations in the US and Globally in this conversation.
Vice President, Community Initiatives & Global Partnerships
President, LGBT Funders
Cia Racism – Colombia, South America
3:40 PM – 3:50 PM BREAK
3:50 PM – 4:50 PM REFRAME: THE BRAND™ TOTAL MARKET INDUSTRY AWARDS
There are lots of award shows within the industry. Some award creative outcomes while others acknowledge individuals for their contributions. We’d like to be the first to award brands based on their appeal to the Total Market.
In partnership with Millward Brown and The Ogilvy Group, we will present REFRAME: THE BRAND™ TOTAL MARKET INDUSTRY AWARD. Based on the findings of The Brand Cross-Cultural Index, Powered by BrandZ, we will award brands within three categories: Banking–Retail, Quick Service Restaurants and Beverage–Alcohol. In addition to the inaugural Total Market Industry Award we will present the Leslie Uku, TOTAL MARKET INDUSTRY BRAND CHANGE AGENT award for driving Total Market Enterprise™ transformation within their organization.
TOTAL MARKET INDUSTRY AWARD: QSR CATEGORY
TOTAL MARKET INDUSTRY AWARD: BANKING CATEGORY
THE TOTAL MARKET INDUSTRY AWARD: BEER CATEGORY
THE LESLIE UKU TOTAL MARKET INDUSTRY
BRAND CHANGE AGENT AWARD
4:50 PM – 5:50 PM RECEPTION TO FOLLOW
ALL SALES ARE FINAL. ONCE YOUR CONFERENCE FEE IS PROCURED, IT CAN BE USED FOR SUMMIT ADMISSIONS, MEMBERSHIP, EDUCATION AND TRAINING CREDIT.
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