Zee Melt:2018

THE FESTIVAL FOR DISRUPTIVE MARCOM & TECH


#ZEEMELT

There's A LOT to choose from at Zee MELT, so we would really advise you to register right away! Seats are limited, especially for Workshops. We will rope in more speakers, so keep coming back to keep yourself updated.

Schedule


May 30, 2018
10:30am - 11:10am
ZEE MINDSPACE CONFERENCE
Tom Fishburne, Founder, Marketoonist
Your Ad Ignored Here: Marketing at the Pace of Technology
There has never been a more exciting time to work in marketing. With each new wave of technology, brands can connect with consumers more directly and deeply than ever before. But organizations haven’t quite kept pace with the potential brought by technology. Many marketers adopt new tools while still following a Mad Men-era playbook. These are the awkward adolescent years of digital marketing. Technology can’t save boring marketing, but it can amplify remarkable marketing.

In this keynote talk, Marketoonist Tom Fishburne will use cartoons and case studies to frame the right marketing mindset needed to take advantage of the modern digital world. The challenge for brands is to evolve to recognize that the owner of the brand is now the end consumer. And that everyone in an organization, no matter their job description, ultimately works in marketing.

This keynote will address:
How brands can connect and engage with customers in moments that matter?
How to avoid the "shiny new thing" syndrome when evaluating new marketing technology?
How to be data-driven without being data-blinded?
How to cultivate an "always in beta" culture of innovation within your organization?
11:30am - 12:05pm
OSMOSIS
Anuraag Trikha, Global Director, Integrated Mar-Comm, Heineken
"Heineken's Super Relevance At Scale Approach"
How Heineken has been using consumer relevance data to shape its content and creativity and driving brand top line and equity growth across 190 countries.
This keynote will tackle:
1) Single minded point of view and big idea is critical for success
2) The campaign must have `relevance hooks’ to ensure seamless localisation
3) The data is just a fuel for greater creativity
4) Keep testing and improving the effectiveness of the content to drive consumer relevance and commercial impact
5) Dream with data instead of drowning in it
11:20am - 12:40pm
360°
Keynote By: Ricardo Gomez-Insausti, Vice-President (Research), NUMERIS + Panel Discussion
“How Return Path Data Will Turbo-Boost Television Audience Measurement Globally”
In this session we will cover the global developments in TV audience measurement, and the unique challenges that a market like India offers due to its size, diversity and other on-ground factors, including TV consumption and multiple platforms. In that context, we will learn how Return Path Data (RPD) based measurement improves robustness and accuracy of TV viewership data, and how it has been deployed in global markets (for better advertising targeting and boost revenues, subscriber management). The keynote address will be followed by a panel discussion on how RPD based measurement can yield more granular data and sharper insights for the entire eco-system.

The keynote will be followed by a panel discussion featuring Amit Shah (Head - Distribution Strategy, STAR India), Amit Arora (EVP, Indiacast), Arun Unni (Chief Content Officer, Tata Sky), Debkumar Chakrabarti (Pr. Adviser (B&CS), TRAI), Javed Jafri (Media Head - Traditional & Digital, Malaysia, Singapore, Myanmar, Cambodia & Laos, Unilever), Vynsley Fernandes (Executive Director, Castle Media Private Limited), and Sanjay Jain (Group CTO, DEN Networks)
11:30am - 01:00pm
WORKSHOP ROOM 1
Erica NG & Punit Dudeja, WGSN
"Future Consumer 2020" | 90 Minutes
How will people shop differently and what will they expect from brands in 2020? We will present the three global drivers that will disrupt consumer behavior, alongside the major priorities and profiles that will emerge in 2020. We’ll then explore what these mean to different industries and their marketing strategies.

Key Takeaways:
Get in-depth understanding of the changing consumer segments in 2020
Get inspired with new marketing strategies from global leading brands
Learn to build an effective marketing plan to support the growth of the business
11:30am - 12:30pm
WORKSHOP ROOM 2
Soham Chatterjee, Leo Burnett Chicago
"Acts Of Good" | 60 Minutes
Whether it’s reducing the organ donor waiting list or inspiring people to defect from a dictatorial regime, learn how to use your creativity and technology to make real impact on people’s lives.
12:05pm - 12:40pm
OSMOSIS
Guneet Singh, Head - Marketing Solutions, Google India & SEA
12:40pm - 01:15pm
OSMOSIS
Nick Vinckier, CSO - MENA, Duval Union Consulting
"The Corporate Startup"
Doccle was nothing else than a regular administration startup before we've tackled only a few elements inside the company. Call it magic or growth hacking, but Doccle managed to become the fastest growing admin startup on the European mainland. Nick Vinckier is going to unveil how they did this with limited people and what you can do to go from fast to ridiculous growth with minimum budget.
12:40pm - 01:15pm
360°
Matthew Quint, Director - Center on Global Brand Leadership, Columbia Business School
"Blockchain 101: The Impact On Data, Trust, And Business"

Will it disrupt the world or not? The discussion about blockchain technology and the crypto-currencies that surrounded its initial implementation are reaching a fevered peak. This session will review the basics of what blockchain technology is, address the nuances of the buzzwords around it (security, transparency, efficiency), and examine how it may (or may not) transform data and trust in a range of different business sectors.

Key Takeaways:
1) The basics of blockchain
2) How secure, transparent and efficient is blockchain?
3) Can you apply blockchain to your business?
02:30pm - 03:10pm
ZEE MINDSPACE CONFERENCE
Sir Martin Sorrell, Founder, WPP & Former CEO, WPP
In Conversation With Anant Rangaswami

03:10pm - 03:55pm
OSMOSIS
Sakshi Choudhary, Creative Controller, Ogilvy India
"The Rise of the Female Economy"

03:10pm - 03:55pm
360°
Dan Foreman, Director - Dalia, eYeka, Hatted & More
"Investing In The Future Of Insights "

Insights are essential to all great decisions, especially those that help improve governments, business, foundations and societies. Having invested in over 25 different Market Research businesses, Dan Foreman knows how people make great decisions. So, how can you make better decisions? Join Dan Foreman at Zee MELT as he shares hi investment decision techniques, how to prioritise opportunities, and his perspective on what the future holds.

Key Takeaways:
1) Discover What’s Hot and What’s Next in the World of Insights
2) Discover the blurring of verticals as technologies collide in pursuit of growth and relevance
3) Hear how to invest intelligently to build a portfolio career
4) Tips for entrepreneurialism and starting from nothing
5) The importance of networking and paying it forward
03:10pm - 04:40pm
WORKSHOP ROOM 1
Nick Vinckier, Duval Union Consulting
"The Corporate Setup" | 90 Minutes
What is it that corporates can learn from startups? How does it seem that innovation in different industries is mostly coming from new (often tech-driven) players who have far less resources and experience than incumbents? In this motivational presentation Nick Vinckier will inspires you with the main reasons why startups innovate at such a fast pace, and how you can leverage their methods for your business to become future proof.
03:10pm - 04:40pm
WORKSHOP ROOM 2
Lulu Raghavan & Gazala Vahanvati, Landor
"Building Brand YOU" | 90 Minutes
An engaging session on personal branding using the tried and tested principles of branding and design. Workshop participants will work on their personal brand definition and come away with many ideas and tools for building their own brands.
03:10pm - 04:40pm
WORKSHOP ROOM 3
Manish Kumar, Akamai
"Measure Impact Of Web Performance On End-user Experience And Revenue" | 90 Minutes
A slow performing or error-prone website can alienate users and cost millions in lost revenue. Akamai’s real user monitoring tool, mPulse™, provides unprecedented visibility into how web performance impacts key business metrics, so you can take an informed and targeted approach to improving the user experience and increasing revenue.

Key Takeaways:
Understand how fast your app is and how fast it should be.
Visibility into your end-user experience.
Learn to measure impact of performance on revenue
Find & Fix issues impacting your end-user experience.
03:55pm - 04:30pm
OSMOSIS
Erica NG, Senior Editor Insights - Asia Pacific, WGSN
"Brands Of Tomorrow | 2018"

Key strategies around developing a brand that will capture the attention of tomorrow’s consumer. We’ll kick off with a few high level ideas and finish with some communication strategies that will really help to break through the marketing noise.

Key Takeaways:
1) Using 4Es of marketing engagement,experience,exclusivity,emotions
2) Focusing on Psychographics not just demographics- the power on one
3) Creatively hacking into new digital spaces
03:55pm - 04:30pm
360°
Greg Satell, Author: Mapping Innovation, Digital Tonto
“6 Things Great Innovators Do Differently”

Take a look at any successful enterprise and you'll find innovation at its core. That was just as true a hundred years ago when Henry Ford perfected the assembly line as it is today, when agile startups bring cutting edge technology to market. Innovation, properly understood, is how people come up with novel solutions to important problems. The tricky part is that every organization faces different types of challenges. Some, focus on improving old technologies, while others, strive to make fundamental new discoveries. That’s why there is no “one true path” to innovation. There are, in fact, as many ways to innovate as there are types of problems to solve. However, there are universal traits across every organization — from corporate giants to startups to world class labs, Greg Satell explains the things great innovators have in common. Based on research that led to the award winning bestseller, Mapping Innovation this program takes you inside a wide variety of organizations to show you how you can inspire innovation throughout your enterprise.

Key Takeaways:
1) How organizations get disrupted
2) How to identify important problems that lead to great innovations
3) How we can manage the stresses of technological advancement
04:30pm - 05:05pm
OSMOSIS
Mark Shayler, Director, Ape
"Purpose Is A Superpower And Kindness Is A Competitive Advantage"

The world is changing. We are at the most exciting time for business. We have democratised creativity. We have democratised commerce. We have democratised retail. What does this mean for business? This talk will map a route through the landscape of purpose and change using 1980’s pop music, rap and kindness. Funny, engaging and lively, this talk will help you chart a route for your business.

Key Takeaways:
1) Why purpose makes you stronger.
2) Why the big challenge we face is how to attract and retain the best talent and how businesses can do that.
3) Why kindness is a competitive advantage and not a weakness.
4) Why it isn’t too late to do the things you really want to do.
04:30pm - 05:05pm
360°
Rod Banner, Agent Of Change, 3LA.com
“Building Brands After Advertising”
How can Brands engage in an increasingly noisy world? How can they exploit the rise of UGC and personal recommendation? Does Advertising still have a role despite the public’s distaste for mass interruption? What will Marketing look like in the future?
05:25pm - 06:00pm
ZEE MINDSPACE CONFERENCE
Anindya Ghose, Heinz Riehl Chair Professor of Business and Director of Masters in Business Analytics at New York University, NYU Stern School of Business
The mobile economy is at a global tipping point – the intersection of mobile & AI is the future of business and that future is here. Anindya Ghose is helping corporations globally, both better understand and capitalize on the game-changing power of mobility and AI. Consumers create a data trail by tapping their phones; businesses can tap into this trail to harness the power of the more than three trillion dollar mobile economy.

Key Takeaways:
1) What is new and different about mobile as a channel? Are firms investing adequately in this space?
2) What are the nine forces shaping the $3 trillion mobile economy?
3) How can we use tools from AI and data from smartphones to create value for firms and consumers?
4) How will these trends shape the emerging battle between telecom players, media firms and platform companies?
06:15pm - 07:00pm
OSMOSIS
& Prive “Panel Discussion & Movie Screening”
A panel discussion featuring Sonal Dabral (Ogilvy India) and Ashwini Iyer Tewari (Filmmaker & Writer) and a screening of “The Post”.
06:15pm - 07:00pm
360°
& Flix Launch
May 31, 2018
10:00am - 10:40am
ZEE MINDSPACE CONFERENCE
Fernando Machado, Global CMO, Burger King
"Be Afraid. Be Very Afraid. But Do It."
In the world of today, standing out is not just a nice to have but the only way to survive. Through a series of award winning case studies, Burger King will share some of the principles on how to develop work that truly stands out and how that creates value for the brand and the business.
This keynote will address:
How do I brief to get high voltage ideas?
How to convince your client to take "risks"?
Do impressions/ earned media translate into sales?
What type of research/ mitigation plan do I need?
What if I embrace risk and everything goes wrong?
11:00am - 11:35am
OSMOSIS
Tom Goodwin, EVP, Head of Innovation, Zenith Media
"Better Business In Times Of Chaos"

Tom Goodwin believes that things have never changed so fast before, but will never change so slowly again. That technology is not only creating powerful threats to business, but also, even greater opportunities. So, how can one do better business in this era of constant and rapid change?
Key Takeaways:
1) The world is changing faster than ever, how do you focus on what matters?
2 What should you ignore, what should you study, what should you leap on?
3) What would your company look like, and how would it behave if it started today?
4) How can we understand not just what technology makes possible but what it means?
11:00am - 11:35am
360°
Kevin Swanepoel, CEO, The One Club For Creativity
"The CMO Pencil"

11:00am - 12:30pm
WORKSHOP ROOM 1
Nick Vinckier, Duval Union Consulting
"Growth: From Fast To Ridiculous" | 90 Minutes

Doccle was nothing else than a regular administration startup before we've tackled only a few elements inside the company. Call it magic or growth hacking, but Doccle managed to become the fastest growing admin startup on the European mainland. Nick Vinckier is going to unveil how they did this with limited people and what you can do to go from fast to ridiculous growth with minimum budget.
11:00am - 12:30pm
WORKSHOP ROOM 2
Rajeev Raja, BrandMusiq
"Mogo Is The New Logo - Sound, Branding’s New Frontier " | 90 Minutes

In this fascinating workshop, Rajeev Raja, Founder & Soundsmith - BrandMusiq presents a compelling case of the need for sonic branding in this digital age. In this interactive workshop, he goes on to say that a sonic identity can combine with a brand's visual identity and create a synergistic effect that impacts the consumer both at a cognitive and emotional level. He culminates the session with case studies of a few leading brands that BrandMusiq has created a MOGO® or 'musical logo' for.
11:35am - 12:10pm
OSMOSIS
Rudratej Singh, President, Royal Enfield
11:35am - 12:10pm
360°
Chris Stephenson, Regional Head-Strategy & Planning, PHD APAC
"Merge | The Closing Gap Between Technology And Us"

The next three decades will be the most technologically disruptive era in human history. In this new world, our relationship with technology will change forever. We will, both virtually and biologically, Merge together.

Join PHD’s Regional Head of Strategy and Planning, Chris Stephenson, along with special guests, for a lively and energetic session that will explore the changing face of marketing, as well as the urgent implications and opportunities for brands. Crucially, this session will identify what needs to be done today in order to prepare for tomorrow – a future in which humanity and technology become inextricably linked.

Key Takeaways:
1) In a changing world, how will marketers win when trying to influence algorithms rather than consumers directly?
2) What new technological opportunities does this Merge present and which emerging technologies should every marketer be keeping on their radar?
3) Locally in India, what opportunities and challenges will the Merge between technology and humanity present?
12:10pm - 12:45pm
OSMOSIS
Nelson Rodriguez, Global Director of Industry Strategy, Akamai
"The Money Problem: Fixing Monetization In The Publishing Business"

Venue: Workshop Room 02
Audience behavior, consolidation, and the duopoly are threatening profitability in the publishing industry. Ads, subscriptions, and transactions all face significant challenges. It doesn’t have to be this way. This talk highlights some technical and business innovations that offer hope for the present and future.

Key Takeaways:-
1) Challenging your assumptions about your audience and how AI can help.
2) Using blockchain to build a new relationship with your viewers.
3) The big potential of micro-transactions.
12:10pm - 12:45pm
360°
Zee & IMRB
"Power Of TV"
02:00pm - 02:40pm
ZEE MINDSPACE CONFERENCE
Chuck Porter, Partner/Chairman, CP+B
"A Few Things We’ve Learned About Making Brands Famous"

There are some fundamental truths about brand building that work in any world. Join Chuck Porter as he talks about some of the lessons CP+B has learned about engaging the audience, storytelling, and – in what may be a glimpse at the future of this business – inventing brands within the agency itself.
Key Takeaways:
1) Fundamental truths about brand building that work in any world
2) Lessons on engaging the audience
3) Inventing brands within the agency
03:00pm - 03:35pm
OSMOSIS
Babita Baruah, Managing Partner, GTB India
“The Glint Of Broken Glass: Breaking The Glass Ceiling”

03:00pm - 03:35pm
360°
Ana Milicevic, Principal, Sparrow Digital Holdings
"A Future Without Advertising"
A deluge of intrusive formats, high-profile data breaches, ad blockers, and low perception of value have all contributed to increased consumer backlash towards all manner of ads. How will we be reaching the always-on, connected consumer 5 years from now with the right message at the right time on the right medium? And can we transform from a relentless pursuit of measuring each individual interaction back to persuasive storytelling in due time?

Key Takeaways:
1) How to market to the always-on consumer
2) What role will customer data play in this and who owns it
3) Which channels will continue to be relevant and which ones will become obsolete
4) What's the next set of skills marketers and advertisers need to acquire to be ready for the future
03:00pm - 04:30pm
WORKSHOP ROOM 1
Yannick Khayati, The Growth Revolution
"Crash Course Growth Marketing" | 90 Minutes
Give attendees a clear understanding of the opportunities of Growth Marketing. From case studies of companies that use this methodology successfully, to tools to get started, ideation tools to come up with better experiments and a clear understanding of experiment design.
03:00pm - 04:30pm
WORKSHOP ROOM 2
Manish Kumar, Akamai
"Measure Impact Of Web Performance On End-user Experience And Revenue" | 90 Minutes
A slow performing or error-prone website can alienate users and cost millions in lost revenue. Akamai’s real user monitoring tool, mPulse™, provides unprecedented visibility into how web performance impacts key business metrics, so you can take an informed and targeted approach to improving the user experience and increasing revenue.

Key Takeaways:
1) Understand how fast your app is and how fast it should be.
2) Visibility into your end-user experience.
3) Learn to measure impact of performance on revenue
4) Find & Fix issues impacting your end-user experience.
03:00pm - 04:30pm
WORKSHOP ROOM 3
Erica NG & Puneet Dudeja, WGSN
"Shoppers Forecast 2018" | 90 Minutes
How will people shop this year, and what will they expect from retailers? The Shopper Forecast reveals the new customer priorities and profiles for 2018, and explores how to engage with them. We’ll debate what marketing strategies work and what doesn’t to capture these shoppers.
03:35pm - 04:10pm
OSMOSIS
Sakshi Choudhary, Creative Controller, Ogilvy India & Burzin Mehta, Ogilvy India
"Reverse Mentoring To Fight Unconscious Bias"
03:35pm - 04:10pm
360°
A Google Session
Coming soon
04:10pm - 04:45pm
OSMOSIS
Yannick Khayati, Founder, Growth Expert, Growth Revolution
“How To Use Experimentation To Improve Your Growth Strategy”
Over the past two years my message to companies has been ‘to spend at least 10% of their budgets on experiments’. We use experimentation for mainly two purposes: To make sure a marketing mix stays relevant & ROI-driven and to do quantitative research to (in)validate new business ideas. The goal of my talk is to give attendees a proper introduction on Experiment Design. I want to give all of them a clear understanding on experimentation & the different methods that are available for doing this.

Key Takeaways:
1) Continuously challenge / question your marketing strategy
2) Ideation techniques to come up with better experiments
3) How to work in bi-weekly marketing sprints to be more data-driven (& collect more evidence)
04:10pm - 04:45pm
360°
Patrick Depauw, CEO, Social Seeder
"The Importance Of Creating Impact Through Digital Word Of Mouth"
What happens when ambassadors share your relevant content on social media.

Key Takeaways:
1) Why every organization needs relevancy and relevant content?
2) How do you build a successful employer advocacy program?
3) Why employe advocacy is the mirror of your organization?
05:00pm - 05:45pm
ZEE MINDSPACE CONFERENCE
Jasper Donat (CEO, Branded & Producer, YouTube Fanfest) + Bhuvan Bam (YouTuber, Singer & Songwriter)
06:15pm - 07:00pm
OSMOSIS
James Southern A Keynote Session & Panel Discussion Hosted By SureWaves
Panel Discussion features Punit Misra (CEO, Zee Entertainment Enterprises Ltd), Shashi Sinha (CEO, IPG Mediabrands), Partho Dasgupta (CEO, BARC), and Paritosh Joshi (Principal, Provocateur Advisory)

Our Partners


Title Partner


ZEE

Content Partners


Google WGSN SureWaves 01 SureWaves 02

Green Partner


National Geographi

Partners


Kinetic Laqshya The One Show

Webchutney Genesis sakal

Garage Social Kinnect Dome@NSCI Fortune 4 Moe's Art Hira-Print

Organised by


kyoorius

Contact


Got a question? Want to know more – write to info@kyoorius.com or reach out to one of your local representatives.

North

Raj Upadhyay
 +91 97163 08506
raj@kyoorius.com

East & West

Nidhi Shah
+91 96998 94124
nidhi@kyoorius.com


Rupal Patel
+91 98703 66646
rupal@kyoorius.com

South

Pinky Ballal
+91 99803 26943
pinky@kyoorius.com