Agenda | MMA


November 5, 2015 | Istanbul

Thursday, November 5, 2015

8:00 AM – 9:00 AM

Registration & Networking Breakfast

9:00 AM – 9:10 AM

Opening Welcoming Remarks

Managing Director, EMEA
Mobile Marketing Association
General Manager EMEA & LATAM Brand

9:10 AM – 9:15 AM

MC for the Day

Author, Journalist, TV Presenter, MC, Sports Celebrity

9:15 AM – 9:50 AM

Opening Keynote: Winning the Mobile Moments That Matter

Opening Keynote: Winning the Mobile Moments That Matter

We don’t “go online” anymore – we live online. Every day billions of people around the globe are living out their lives in moments that matter across multiple screens and devices. Preferences are shaped, decisions are made, and futures are planned in these moments. This is the new battleground for brands – where hearts and minds are won. With more access to consumer signals and more effective ways to measure business results, how can you use new technology and tools to find better answers to your core marketing challenges:

  • Reaching better qualified customers at scale
  • Impacting the purchase decision to win the moments that matter
  • Measurable Results
Managing Director of Performance Solutions and Innovations, EMEA

9:50 AM – 10:25 AM

Marketer Panel Session

Commercial General Manager
Founder & CEO
Writer, Consultant

10:25 AM – 10:55 AM

Networking & Coffee Break

10:55 AM – 11:30 AM

Deep Dive Sessions

Mobile Vortex - the Beginning and the End of Everything Is Mobile. Mobile Activates the Offline or Passive Mediums; It Is the Closest Medium for Point of Sales and It Is the Most Personal Medium.

This session will answer the following questions:

  • Is mobile is a medium and/or a perspective, a point of view and a life style?
  • Are marketers and brands ready for this mobile mental leap? And if so, how can they best manage it?
  • Do marketers see mobile as a gate keeper or as a bridge which connects all the mediums?
  • How do marketers delve into  mobile performance metrics? Do they/should they have advanced mobile loyalty programs ?

The Group M agencies will give insight onto these issues based on their mobile vision and brand success stories.

Head of Digital
Maxus Turkey
Client Leadership - Partner
Digital Account Director
Digital Director
Head of Digital
Managing Partner
In Partnership With:

Deep Dive Session 2

Head of Marketing
Online Brand Manager
Estee Lauder
Managing Partner

11:30 AM – 11:55 AM

MMA’s proprietary research – SMoX - Finally we know that mobile marketing works – absolutely!

The MMA’s proprietary SMoX Study (Cross Marketing Effectiveness) provides brand marketers with, for the very first time, empirical evidence for what the allocation to mobile from brand marketers should be…and that’s at least in the double digits! Not just from their digital budgets, but from their ENTIRE marketing budget. This whole session will showcase mobile campaigns from Turkey, USA and China  from Coca-Cola, Akbank, Walmart and MasterCard and how they used the MMA’s proprietary SMoX research to demonstrate the impact of mobile on sales, purchase intent, foot traffic and brand image. It will include unique insights into how marketers and agencies should best optimise your mobile budgets within the overall marketing budget.

Managing Director, EMEA
Mobile Marketing Association

11:55 AM – 12:10 PM

Mobile Messaging in Turkey and effect on Branding- a case study from Akbank

This session will provide quantitative metrics to understand the impact of mobile messaging, whilst assessing the Brand Lift for SMS. The analysis will be used to help establish a baseline to gauge receptiveness to mobile messaging campaigns and provide indicators to desired campaign elements.
SVP Alternative Delivery Channels

12:10 PM – 12:25 PM

Good card to carry when traveling campaign - MasterCard

We will share MasterCards results conducted for their “Travel” campaign. The results will provide additional empirical data about the value of mobile in the mix, focusing on mobile video, display and mobile social as drivers of Brand Attitudes.

Director, Digital Marketing Platforms, Europe

12:25 PM – 12:50 PM

SMoX Discussion: Bringing It All Together and Next Steps for Participating Marketers

The leadership of the participating SMoX marketers is evidenced by their commitment to digging deep into understanding the impact of every dollar, euro, lira spent across their marketing campaigns. For the first time, these marketers have garnered unprecedented insights into how they can optimise mobile within their mix to make their marketing work even harder and smarter for them. This session will discuss how SMoX will impact their future decision making as they all face increased pressure on achieving profitable growth for their individual businesses.

Managing Director, EMEA
Mobile Marketing Association
Director, Digital Marketing Platforms, Europe
SVP Alternative Delivery Channels

12:50 PM – 1:50 PM

Networking Lunch

1:50 PM – 2:25 PM

Augmented Reality & Virtual Reality : What’s the new Digital Reality for Brands?

It's impossible to miss all of the hype being generated around Augmented Reality and Virtual Reality. In this session Pepsi Turkey and Blippar explain how the landscape is changing for brands, the real opportunities it presents and how they have navigated it through their global partnership.

Senior Marketing Director
Pepsico Turkey
President Global Marketing

2:25 PM – 3:10 PM

Keynote: Future is mobile is future


3:10 PM – 3:45 PM

Deep Dive Sessions

Is Programatic Any Different from IO (Insertion Order) Business

  • It’s all about your supply
  • Audiences or publisher buys
  • Building custom audiences
  • Creativity .. is this lost?
Opera Mediaworks
In Partnership With:

Future of Search

At Google we believe, we're still in early days and are still scratching the surface of what's possible. This session, in the form of series of live product demonstrations (less slides wohoo!) will give you a glimpse of what Google has been building to evolve Search, it's core product into a mobile-first world. 

Performance Product Lead
In Partnership With:

3:45 PM – 4:20 PM

Keynote: Operator Panel Session

Keynote: Operator Panel Session

Messaging Solutions Manager
Business Analytics Manager
Founder & Bilgi Üniversity Academic Instructor
Çapa İletişim Danışmanlık

4:20 PM – 4:50 PM

Networking & Tea Break

4:50 PM – 5:20 PM

The Science of Art Appreciation: An Analysis of Smart Mobile Creativity

This session will discuss:

  • What differentiates good from great mobile creative?
  • When are people most receptive to mobile marketing? 
  • How should video content be adapted for mobile?
Global Brand Director, Digital
Millward Brown
European Brand Manager – Media & Digital
Millward Brown

5:20 PM – 5:50 PM

Turning Moments of Discovery Into Ongoing Connections

Shazam is one of the world’s most popular apps, used by more than 120 million people each month to magically connect to the world around them. Building on its pioneering heritage in music recognition, Shazam now helps people discover, save, share and buy great content on TV, radio, movie screens and retail.

Country Manager, Germany
Shazam Entertainment, Ltd.

5:50 PM – 6:00 PM

Closing remarks

Managing Director, EMEA
Mobile Marketing Association

6:00 PM – 7:00 PM

Cocktail Reception

7:00 PM – 7:30 PM

EMEA & MMA Turkey Smarties Drinks Reception

MC for the Ceremony

Fashion Consultant, Model and TV Presenter

Session topics from industry leaders on how mobile is building closer connections to consumers.


Speakers and panelists include industry heavyweights from leading brands and technology enablers.


Relax and enjoy upscale accommodations.


These events sell out fast. Secure your seat today.

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