Agenda | MMA Global

Evolve into a Winning Marketing Organisation

The last two years have brought about a paradigm shift in consumer behaviour. From what they consume, to how they consume it, from the brand they affiliate with to the cause they support, the modern consumer is more conscious and evolved. This shift in fundamental behaviour has completely flipped the role of marketing. The position of marketing in the success of organisations has never been more profound and complex. 

Brands that were able to rethink the role of marketing from a siloed function to a critical pillar accountable for the growth of the company stayed ahead of the curve. The ones that failed to do so were left behind. 

Organisations that not only navigated the tough times but also emerged as winners are clearly following a different set of fundamentals. It’s now more important than ever to identify these winning values and construct a robust framework. 

Segment 1 -  Engagement. Experience. Exchange: The 3E Formula for Attracting, Acquiring and Retaining Customer

In this segment, we present a structural framework of changing the environment of creating customer value. Attendees will be equipped with strategies to move away from retooling and reshaping existing structures to rethink the environment completely. 

Describing the 3 Es in detail:

  • Exchange: Matching offerings to individual customer needs and context in ways that facilitate transactions
  • Experience: Increasing convenience and enjoyment across the customer journey
  • Engagement: Deepening and expanding the meaning, community, and purpose around an offering

Segment 2 -  Creating Internal Value to Drive Growth

Organisational framework - creating company value

  • Strategic value: marketing to be a driver of new creating new capabilities and revenue streams 
  • Operating value: align disparate teams around a shared growth agenda that focuses on customers’ needs 
  • Knowledge value: Build and leverage information loops to increase causal understanding and expand resource optimization

Segment 3 - WMO Toolkits

Is your organisation a WMO? Assess the fit against the 72 capabilities - click here

Know more about Winning Marketing Organisations - Click here

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Thursday, May 19, 2022

9:00 AM – 9:30 AM

Coffee Meet

9:30 AM – 9:40 AM

Welcome Address

Country Head & Board Member India
MMA Global - India

9:40 AM – 10:00 AM

Inaugural Keynote

MMA India Board Chair; Managing Director
L'Oréal India
In Partnership With:

10:00 AM – 10:15 AM

What it takes to Build Winning Marketing Organisation?

Key Takeaways:

  • Marketing-capability fit has a 3X impact on firm performance
  • Marketing capability fit also has a strong relation to top-line growth rates
  • A study suggests that a 1% improvement in marketing capability fit leads to a 2.5% increase in sales growth after accounting for size, age, R&D investments, advertising investments and intensity of competition.
  • Customer experience is defined as driving three different areas of capability--the first being able to enhance offering design, the second is improving journey orchestration and the third one is augmenting the value of the offering to the customers.
  • Winning marketing organisations exhibit higher customer experience fit compared to lagging marketing organisations
The Coca Cola Company Chair, Professor of Marketing
The University of Georgia, The Terry College of Business

10:15 AM – 10:35 AM

Commerce for many Indias

E-commerce for many Indias: enabling consumer and brand diversity.

MMA India Board Member; Vice President of Monetization
In Partnership With:

10:35 AM – 10:55 AM

5 principles to build online experiences in Indian Languages

With 50% of India’s internet users coming online in the last 5 years, we are witnessing India’s linguistic diversity manifesting itself in the online world. Today, more than 45% of urban consumers prefer to consume content exclusively in an Indian language.

To help advertisers, and agencies successfully reach out to the Indian language users on the internet, this session will focus on the challenges that language first users face on the internet, and the top principles that will help you build for them.

Mobile Transformation Lead
Google India
In Partnership With:

10:55 AM – 11:15 AM

The Metaverse: What is it? Who is it for? Who will build it?

We will walk you through the idea of the Metaverse - detailing why it exists, how it works, what it hopes to achieve, why it matters, and how it will strengthen the creator community overall. We will use Epic Games as a reference to showcase the ecosystem it provides for everything you need to start, ship, grow, and stand out from the crowd when building for the Metaverse.

Technology Evangelist
Epic Games
In Partnership With:

11:15 AM – 11:35 AM

Road to the Metaverse: Interaction and Immersion

Arun Srinivas discusses how businesses can harness the interactive tools today for growth, and prepare for an immersive future

Key Takeaways:

  • What is the metaverse?
  • What can the metaverse mean for my business?
  • How are businesses already embracing the interactive tools today?
Director and Head, Global Business Group, India
In Partnership With:

11:55 AM – 12:20 PM

Keynote: From Mythos to Socios to Ethos

  • Understanding of the epochs of human evolution - from Karma to Jnana to Bhakti to Nyaya
  • Tracing them through the epochs of corporate evolution - from Industry to Information to Individual
  • And thus applying them for consumer communities, content & communication

Key Takeaways:

  • The causality between civilizational/ societal tropes and individual aspiration
  • The emerging vocabulary of corporate, human and marketing worlds, and their glossaries
  • The Self Source Model of Me, Mine & Mankind for Human Resonance
Founder & CEO-Eikam |Board Member| Oxford Chevening Fellow
Eikam Resonance

12:20 PM – 12:50 PM

Why the Lockscreen is the next big thing for brands!

Home to millions of connected consumers, India is in the midst of a content revolution. Be it gaming, shopping, or binge-watching, today's generation is looking to satiate their wants and needs instantly - making them Gen Now. Glance answers this need, here and now, on the Lock Screens of 173 million users. We're giving brands the opportunity to engage with their audience through a variety of fresh formats - including native content – display and video, interactive rich media experiences, one-click app installs, games, surveys, polls and quizzes.

Hear from leading advertisers as they discuss how they are winning Gen Now with the power of the Lock Screen.

Director Marketing
Senior Marketing Manager - Sales Marketing Lead
VP Marketing
Bajaj Auto
Media Lead INSWA
Coca-Cola Company
SVP and GM, Consumer Platform Advertising
In Partnership With:

12:50 PM – 1:10 PM

Innovative Use of Voice & Audio in Advertising

We all know that voice & audio as mediums are intuitive, growing and sticky platforms with huge scope for innovation, BUT there are several unanswered questions that come in the way of marketers adopting the mediums. This session with industry experts who have actually looked to lead this space via innovations and the use of technology will throw further light on how unique and effective these mediums can be.

Chief Content Officer
Senior Marketing Director
Mondelez India
In Partnership With:
In Partnership With:

1:15 PM – 2:00 PM

Networking Lunch

2:00 PM – 2:30 PM

Unveiling: Modern Marketing Reckoner - Building Winning Marketing Organisations

An agile tool to enable marketers to build winning marketing organisations in 2022.

It is inspired by the MMA Global Report. It finds that the differential in sales growth performance for firms with low and high marketing capability fit is 3X or three times. In fact, a 1% improvement in marketing capability fit for firms is associated with a 2.5% increase in sales growth based on a detailed study which was conducted to establish a structured methodology and framework thereby enabling organisations to match capability fit to drive growth and performance.

The India report at Impact showcases how capability fit can be improved and brings forth an ecosystem POV to share key insights and expertise on building winning marketing organisations. A must attend and a must download toolkit to build winning marketing organisations.

Download the report here.

Chief Client Officer and Office Head, West
Head – Marketing, Digital and Corporate Communication
Tata Asset Management Limited
Group CMO (Marketing, Digital & e-Commerce)
Future Group
Chief Content Officer
Country Head & Board Member India
MMA Global - India
Managing Director - Strategy & Consulting
Accenture India
In Partnership With:
In Partnership With:

2:30 PM – 3:00 PM

The Need for Antivirus in Digital Marketing

Every company running digital campaigns, from the largest spenders to the new-age start-ups, are bleeding precious marketing spends on account of ad fraud. The level of ad fraud may vary between channels, but the size of the problem is big enough for advertisers to improve their ROI by taking action against it.

Key Takeaways:

  • Learn about ad fraud issues, that permeates media marketing campaigns to performance-driven campaigns
  • Addressing the problem of low conversions persists because of fraudulent traffic
  • Who is responsible to combat ad fraud

Join us to learn the part the entire ecosystem plays to restore the much-required trust and transparency.


Vice President and Head - Digital, Content and Social Media Marketing
VP & Head: Digital Marketing
Sharekhan Ltd, part of the BNP Paribas group
CTO & Founder
In Partnership With:

03:00 PM – 3:30 PM

Marketing & Beyond - A Fireside Chat with Manisha Lath Gupta

Key Takeaways:

  • How to build winning marketing teams - what does it take? Why do teams often fail?
  • What is the role of Diversity in Marketing? Why is it important?
  • From a marketing perspective, what remains constant across industries, and what changes?
  • What are the megatrends in this fast-changing world that will impact how marketers work and think? How will they impact us and what should we do? What remains the same, despite all the changes in media, digital & technology?
  • What is the role of marketers on a fast heating planet? How can they play their part to reverse or reduce the decline in our habitat?
  • How can marketers self regulate? Where to draw the line in this hyper-competitive world?
Marketer, Entrepreneur and Sustainability Practitioner
ET Now
In Partnership With:

03:30 PM – 03:50 PM

Keynote: Future Consumer Engagement with Beauty

Virtually Live

The future of beauty will be shaped through game-changing green sciences, powered by beauty tech and multiplied by cutting edge technologies. In this talk, Asmita highlights how L’Oréal and it’s 34 international brands are preparing for a 2030 beauty consumer and pivoting more immersive consumer experiences with Extended Reality like A/R, V/R, etc. that will strive for greater consumer authenticity & proximity, bringing relevant services & automation, with the hybrid use of humans & bots.

Global Chief Digital & Marketing Officer and Member of the Executive Committee
In Partnership With:

3:50 PM – 4:20 PM

Cutting Cha(i)t with Sukhleen & Cyrus

An easy flowing conversation between Sukhleen & Cyrus will cover a range of topics from Sukhleen & Cyrus's career journeys, the challenges faced by Sukhleen as a business leader and a recent mother of twins, how the pandemic has changed the overall consumer & market behaviour and also how maintaining a healthy mental and physical balance in today's extremely evolving world is so critical...

MMA India Board Member; Chief Executive Officer
The Good Glamm Group
Indian TV Personality and Podcaster
In Partnership With:
In Partnership With:

4:20 PM – 4:50 PM

First Party Data – The Value Lever for Digital Marketing

Many organizations across industries have developed an appreciation for customer data, especially first-party data. But most do not have a strong conviction to invest in solutions to capture, manage and leverage customer data effectively. Panellists will share expert opinions on the subject and discuss specific use cases that can deliver business outcomes.

Key Takeaways:

  • The business value that first-party data can lend to an organization
  • The specific use cases that various organizations can target to realize this value
  • What is needed to undertake the data-led marketing transformation journey
Co-founder, Chief Revenue & Operating Officer
Co-founder & CEO
General Manager
The Trade Desk, India
Founder & Ex COO, Dr. Vaidya's, Angel Investor and D2C Ops Junkie
Advisor, Global Bees & Advisor, Rukam Capital
Managing Director, Accenture Strategy & Consulting, India
In Partnership With:

4:50 PM – 5:20 PM

Keynote Session: Future of Virtuality

Virtually Live

Since the beginning of the Internet, the concept of 'cyberspace' and 'online worlds' has been a constant theme and the subject of numerous famous science fiction plots, as well as the core objective of many startups. Given that we are now living in the era of exponential, science fiction is increasingly becoming science fact. Virtualisation is the inevitable future of everything, yet dehumanisation needs to be kept in-check at all times.

Key Highlights:

  • Virtual application of AR, VR & MR
  • Evolution of Web (Web 3.0, NFT, etc.)
  • The implication of Web 3.0


Futurist, Keynote speaker, Author
In Partnership With:

5:20 PM – 5:30 PM

Virtuality - An India Perspective

From buying real estate on the metaverse to job interviews in the metaverse, from enabling musical concerts to weddings, corporate India is abuzz with excitement about the possibilities of the Metaverse. It is time to do some number crunching to size up the likely metaverse-ready audience in India, and understand their profile and interests to connect better with them.

Senior Director- Specialist Businesses Insights Division
In Partnership With:

5:30 PM – 5:35 PM

Closing Remarks

Friday, May 20, 2022

10:30 AM – 10:40 AM

Welcome Keynote - WMO Theme Explained

Setting the tone to the day and demystifying the need to focus on building winning marketing organisations as a part of this year's theme - a structural framework of changing the environment of creating customer value and firm value which together deliver growth and performance. Learn ways of retooling and reshaping existing structures to rethink the environment completely.

MMA India Co-Chair; Chief Executive Officer, South Asia
In Partnership With:

10:40 AM – 11:00 AM

Enabling commerce for the next wave of digital Indians

As digital access in India goes deeper into the country geographically and to different levels of digital literacy, building for these new users poses new challenges. This session will showcase some of the work by Flipkart to enable the next wave of digital users to access, use and trust e-commerce.

VP, Head of Product Strategy & Deployment
In Partnership With:

11:00 AM – 11:30 AM

Metrics that Matter

A key barrier to the adoption of digital media strategies is the lack of universally accepted standards around metrics to measure digital media. In this session, the industry experts will talk about the commonly agreed-upon solutions and metrics to measure digital media, that will make the adoption of digital media easier for Indian advertisers.  
Key Takeaways:

  • Output vs Input metrics - what matters for business?
  • The methods to measure output metrics
  • What tools are available in India for brand and sales measurement?
Director and Head of GMS,India,Meta
MMA India Board Member
Director and Head of Measurement, India, Meta
In Partnership With:

11:30 AM – 12:00 PM

Unveiling: Brand Safety Reimagined - A toolkit for the modern marketer

Today's landscape has seen brands aggressively venturing into the digital space to market and sell their products via social and other platforms. Such a scenario makes it imperative for one to be extremely discerning, considering that appropriate positioning and reputation of the brand play a critical role today keeping in mind the awareness levels of the end consumer.

To highlight the increasing significance of Brand Safety, this report captures the essence of the topic basis domain expert views. The report carries some very rich and objective insights on collectively promoting the significance of Brand Safety.

In this session, besides emphasizing the key findings/pointers of this report, experts will also talk about the importance of Brand Safety, the guardrails they follow and recommend to the industry at large, and the evolving digital environment which makes it even more imperative for one to harness the appropriate brand safety measures.

Executive Director, Africa, India & Middle East | Advisory Services
MMA India Board Member; Director of Marketing and Communications
McDonald’s India
Vice President
Madison Digital
Founder & CEO
Country Head & Board Member India
MMA Global - India
In Partnership With:
In Partnership With:

12:00 PM – 12:30 PM

Keynote: Winning in the Evolving Marketing Landscape

The Evolving Marketplace will identify the four forces driving change which are multi-polar: globalization, demographic shifts, technology, and the long-term impact on mindsets due to Covid19. It will then identify the five ways marketing is changing using a framework called the 'ABCDE of Marketing' (audience, brand, content, data, and enterprise) to show how marketing has evolved. 

Key takeaways: 

  • The need to spend an hour a day learning
  • The need to build a case for the opposite of what we think 
  • To prepare for the future by actually doing and not just writing decks
Author of Restoring the Soul of Business: Staying Human in the Age of Data
Advisor | Speaker | Educator
In Partnership With:

12:30 PM – 12:50 PM

Fireside Chat: The Metaverse is the Medium

The Metaverse - a topic that has sparked the imagination of consumers and brands as the next big thing, with a promise to reshape the internet. It's also often misunderstood which is true for most emerging technologies. Join us at IMPACT 2022 as we discuss and debate what the Metaverse means for Indian Consumers and Advertisers.

MMA India Board Member; Country Head - Nielsen Media , South Asia
Nielsen India Pvt Ltd
Managing Director
In Partnership With:

12:50 PM – 1:10 PM

Keynote: How the role of marketing is changing and what it takes to win?

In an era of unprecedented change, swirling headwinds and ever-increasing business pressure, Lou Paskalis, MMA President and COO, will share his thoughts on what it takes to lead a winning marketing organization. At a time when marketing has never been more important to the success of the business and indeed the global economy, marketing is being asked to take on additional responsibilities in areas ranging from customer experience, attribution, data and analytics to brand safety and suitability. Simultaneously, we’ve seen evidence of other organizations seemingly de-emphasizing the marketing role or conflating it with other roles in the C-Suite.

Lou will talk about how to make sense of these seemingly conflicting trends, the implication for the future of marketing and how marketers will need to “lean in” to reassert their role in delivering on the CEO’s growth agenda. Topics will include:

  • Organizational alignment
  • Leadership
  • Boundary-spanning
  • Growth frameworks
  • Building a winning narrative
  • Customer experience design and delivery
President and Chief Operating Officer

1:10 PM – 1:40 PM

Unveiling : Modern Marketers' Guide to leveraging Data & MarTech

The Modern Marketers Guide to Leveraging Data & MarTech is an insight-packed, action-oriented playbook. This second edition focuses on why Data and MarTech need to be looked at from the same lens to ensure that together they create great business impact.

Key takeaways from the session:
• Industry Survey 2022 outcomes - Understanding the Data and MarTech maturity of organisations
• How do brands build connected customer experiences?
• Personalisation in a cookieless world, leveraging micro-moments, hyper-personalization
• Technology and digital experiences in which the marketing world is investing in
• What is the right MarTech stack for one’s brand/organisation?
• Real-world success stories of impactful MarTech and Data led solutions in addressing today’s business problems

Country Manager, India
RTB House
Head Of Marketing & Communications - Indian Subcontinent
SAS, India & Japan
Country Head & Board Member India
MMA Global - India
Hansa Cequity
In Partnership With:
In Partnership With:

1:40 PM – 1:55 PM

Holistic Marketing

Marketing straddles across multiple functions in an organization. The primary role of Marketing is to create Value- Customer/Consumer Value and thereby Firm Value. The world is constantly evolving, more so now and so are consumers. Organizations and marketers need to evolve to keep pace. Nurturing Leadership is a key aspect of evolving Marketers. A more holistic and consumer-centric approach is key to success.

MMA India Board Member; Managing Director
Perfetti Van Melle India
In Partnership With:

1:55 PM – 2:00 PM

Closing Remarks

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