MARKA 2009

MARKA Conference has celabrated its 10th year…

MARKA Conference has became itself a strong brand and its has been rising among the world’s prominent conferences over 10 years. On its 10th year celebration, MARKA remarked an unforgettable conference experience to its participants again. Top professionals from all around the world, surprise activities and speakers met with the audience at MARKA 2009 Conference

BJ CUNNINGHAM
MARKA 2009 CONFERENCE MODERATOR

WELCOME

BJ Cunningham, the man who has been moderating MARKA Conferences for 10 years, is also an indispensable brand himself, with his peerless style, wittiness, jokes and character. He vibrantly got prepared for MARKA Conference, to which he looks forward each year, BJ really loves to see some familiar and new faces. A MARKA Conference without him is unimaginable now! BJ, who became an addiction among MARKA participants, is an “Istanbulophile” as well. Excited once again for taking place in this unique experience, which fills him with fresh ideas and inspirations, BJ had also celebrated his 10th year as the moderator of MARKA Conferences.

Stefan SAGMEISTER
THE ROCK STAR OF GRAPHIC DESIGN

DESIGN AND HAPPINESS

Born in 1962 in Austria, designer Stefan Sagmeister is renowned as one of the most admired graphic designers in the world for his outstanding album covers, posters and books. New York based graphic designer Sagmeister is currently living in Bali, Indonesia. He studied graphic design at the University of Applied Arts Vienna and later had a master’s degree from Pratt Institute in New York. In 1991, he moved to the Far East to work at the Leo Burnett’s Hong Kong Design Group. Sagmeister returned to New York in 1993 and formed the New York based Sagmeister Inc. He has since designed for clients as diverse as the Rolling Stones, HBO and the Guggenheim Museum. Having been nominated five times for the Grammies he finally won his first Grammy Award in 2005. Sagmeister stands out as the designer who has earned practically every important international design award. His comprehensive book titled as “Things I have Learned in my Life so far” was published in 2008. Solo shows on Sagmeister Inc.’s work have been mounted in Zurich, Vienna, New York, Berlin, Tokyo, Osaka, Prague and Miami to inspire masses. Recognized as one of the greatest creative brains of our times, after his session on MARKA 2009 Sagmeister have shared with the audience that he is admired not only for his unique sense of humor surfacing his designs, but also the talent for putting forward his genius with outstanding thoughtfulness and intimacy. Sagmeister’s painstaking attention to the smallest details creates designs that offer something new every time you look at it, proving the mastermind’s serious devotion to his work.

MARKA 2009 AWARD CEREMONY

The MARKA Conference’s 10th Year Award Ceremony was also very special too. MARKA Award which is given every year to one brand, was given to a brand that both has been very worthy and surprised this year, to Istanbul. Istanbul that is a genuine inspiration has been influencing and spellbinding audiences for a very long time. Its unique appeal and wealth empowers innumerable brands and brings meaning to the lives and stories it touches. Therefore the MARKA 10th Year Award Ceremony was different, more colourful, more animated and more surprising than usual. The MARKA 2009 attendees witnessed an incomparable award ceremony, by Sertab Erener, Iclal Aydın, Ali Taran, Cenk Serdar and Berna Erbilek’s participation on İstanbul’s behalf, which was a special stars parade to MARKA 2009 in short.

Christian LOUBOUTIN
THE MAGICIAN OF RED-SOLED SHOES
                               

LOUBOUTIN IS THE NAME OF THE BRAND

Christian Louboutin, whose signature shoes with sharp-heels and red soles conquered the fashion world, was born in Paris. Being brought up by his mother and sisters, he credits this feminine environment as the inspiration for much of his work. A few years later, he discovered Paris’ nightlife. Inspired by such an exotic and sensual world, he decided to create shoes to sell the dancers - despite being a mere sixteen year old. In 1980, Christian was offered an apprenticeship at the Folies Bergères. In 1982, he moved to Charles Jourdan, which at the time created shoes for the house of Christian Dior. This afforded him subsequent freelance opportunities for various prestigious design houses including Maud Frizon, Chanel and Yvès Saint Laurent. Credited as the magic brand of fashion Christian Louboutin opened his first boutique in 1992 in Paris. Today, the Louboutin brand can be found in 46 countries. The fashion’s devil Louboutin has given an unforgetable experience to MARKA 2009 audience by his inspiring success story.

Dean ARAGON
GLOBAL VICE PRESIDENT - SUNSILK / ELIDOR, UNILEVER

Guy MURPHY
WORLDWIDE PLANNING DIRECTOR, JWT

NEW ERA IN BRAND EXPERIENCE

Elidor has been energizing women’s hair for 55 years in the world and for 36 years in Turkey! For many years, the only purpose of this brand, which is sold in 80 countries, has been to come up with solutions to women’s hair problems and needs… Elidor brought in a brand new energy to the brand world: Elidor Co-creations. Co-creating its new formulations with 7 of the leading haircare experts of the world, Elidor breaks new ground in the category worldwide. Elidor merges its unique technologies and expertise in product formulation with the secrets of 7 hair experts who are well-known in their own fields throughout the world. Elidor’s Co-creations story was told by Dean Aragon - Global Vice President for Elidor, and Guy Murphy-Worldwide Planning Director of JWT, Elidor’s Creative Agency at MARKA 2009.

Dilek BAŞARIR
MARKETING DIRECTOR, EFES PİLSEN

THE BRAND IS UNDER THIS CAP!

All from its producers to consumers and employees to partners, agglomerating an experience of 40 years under a unique brand culture, Efes took its place in MARKA 2009 Conference with “Under this cap is the brand” theme, and invited conferrees to Efes’s 40 years of brand experience, filling up our lives with culture, sports and social responsibility projects. With the presentations and short movies that approach Efes’s growth breaking through the boundaries of Turkey and making it a global brand and celebrating its 40 years success story in a wide open vision, the attendees were witnessed how Efes has been fuelling our lives.

Mehmet T. NANE
GENERAL MANAGER, TEKNOSA

BEING EVERYONE’S BRAND

“Yours, your kid’s, your spouse’s, your sisters’ and bother’s... East’s and West’s... Youngsters’ and elders’…” At the time of its foundation in 2000, Teknosa had a crucial mission. It was setting out not only for creating its own brand, but also for establishing a market. Creating the demand, it formed a ‘techno-market habit’ among consumers. It started from scratch. Now it is the leader by far of the industry. The secret of its success is hidden in one critical word: Listening! Technologies change, consumers change, and technology retail trends diversify from day to day. The only thing that stands still in Teknosa is principle of listening to the consumer… At his speech in MARKA 2009, Mehmet T. Nane, Teknosa General Manager, had first listened to the delegates and then shared with them the “codes” of Being Everyone’s Brand.

Martin ROLL
THE GREAT BRAND STRATEGIST

ASIAN BRAND STRATEGY: A NEW PARADIGM

Martin Roll is a world-renowned thought-leader on value creation through brand equity driven by tremendous global experience and insights. He facilitates business leaders and organizations to think bold for future strategies. By focusing on building and managing successful businesses through iconic brands, Martin Roll helps boardrooms to enhance shareholder value and create sustainable competitive advantage. He brings more than 20 years of management experience. Martin Roll holds an MBA from INSEAD. Martin Roll is not only a highly accomplished speaker and presenter but as well a talented and well trained moderator of panel discussions and roundtables. He is a valuable contributor to any senior management discussion on the subject of leadership, innovation, growth, organizational excellence and brand equity, its close link to management and how it drives outstanding performance through shareholder value. Martin Roll is a frequent guest lecturer at INSEAD and several other global business schools. Martin Roll is the author of the global bestseller Asian Brand Strategy, “Best Global Business Book” by Strategy+Business magazine. MARKA 2009 attendees adoringly listened Martin Roll’s hints of how local brands can become gobal brands.

Nazan SOMER

EXECUTIVE VICE PRESIDENT RETAIL BANKING,
MEMBER OF EXECUTIVE COMMITEE, YAPI KREDI

WORLD: A BRAND TO ENERGISE BRANDS

The first step to create a strong brand is to create a new category in the market and thus become established in the mind of the consumer as occupying the number one slot. Yapı Kredi Worldcard was launched in 1991 as Turkey’s first credit card brand, and became the brand which shaped the industry as the first “credit card with credit”. However, in order to maintain a leading role, is it always sufficient to be the first example of its category, and to develop the market with new products and services? Nazan Somer, one of the names who made the credit card industry in Turkey the way it is today, shared with MARKA 2009 audience the cornerstones marking her path to holding a role in defining the standards of Worldcard’s category. And MARKA 2009 audience had the opportunity to hear first-hand how Worldcard, rather than being just an instrument of payment, provides energy to all the brands it cooperates with, and to consumers.

Tom DIXON
ICONIC BRITISH DESIGNER

DESIGN AND BRANDING - HOW NOT TO DO IT

Born in Tunisia, Tom Dixon moved to England in 1963. Educated in London he dropped out of Chelsea School of Art to play bass in a band. Tom rose to prominence in the mid 1980’s as the “talented untrained designer”. He set up ‘Space’ as a creative think-tank and shop front for himself and other young designers. Tom Dixon was appointed as head of design by Habitat in 1998, and later became Creative Director until 2008. He drove forward the Habitat brand, to maintain Terence Conran’s dream of enriching everyday life through simple, modern design. In 2000, Tom’s work was recognised by the award of an OBE by Her Majesty The Queen. Since setting up his own eponymous design company in 2002 Dixon’s work has entered the international major league through renowned shows at major venues like the Milan Salone & London Design Museum, and high-profile projects like Shoreditch House, London. Tom Dixon who have been launching new collections annually at the Milan international furniture fair and a range of over 60 products which were sold through a distributor network across 52 countries, had also made a difference with a spectacular speech at MARKA 2009.

Phil PATEL
CHIEF PRODUCTS AND SERVICES OFFICER, VODAFONE

3G TECHNOLOGY AND ITS OFFERINGS TO THE MARKETING WORLD

3G technology not only gives the freedom of connecting but also has a key strength: Speed. This leads a new era in marketing world. As the prominence of digital world is exponentially increasing for all products and services, the consumer is living more and more in a connected world. Generation Y cannot even imagine a day that goes without using any content service of any sort. 3G technology enables its consumer to lead a life with super fast communication, shopping and information flow. Yet this is not all 3G can offer to brands and the marketing world. Phil Patel, the Chief Products and Servıces Officer of Vodafone which has been the global leader in 3G technology, made a cutting edge presentation on the offerings of this latest technology.

Ze FRANK
VIRAL MARKETING PHENOMENA

CONTAGIOUS MEDIA: BEYOND VIRAL MARKETING

Ze Frank is an amazing online performance artist, humorist, filmmaker and webdesigner based in Los Angeles, California. Born in 1972, he graduated from Brown University in 1995 where he studied neuroscience. In 2001, he created an online birthday invitation for his closest 17 friends which was wildly forwarded and soon generated millions of hits to Frank’s personal website. The site grew extensively and a year later Frank won Best Personal Website Webby Award. Soon he became the creator of many outstanding online projects and built himself a worldwide fame as a creator, advisor and strategist on online community spaces. Today, he is one of the most influential online entertainers, turning out one online hit after another for years. He brings audiences an experience they will never forget, a truly entertaining and yet insightful look at how technology and creativity intersect, especially in web design, marketing and new forms of media. Ze has unique experience doing new media design and marketing for important customers, helping them understand how to create contagious and viral media, how to leverage social media, and how to think about creative development in general. Above all Ze who has been very funny and energetic as a presenter, deeply inspired the MARKA audience.

MARKA QUIZ

This year the MARKA QUIZ continued to pump excitement for people who are after information, and those who like to race against time. The Nielsen Company prepared the questions for the MARKA QUIZ and 20 participants had won BlackBerry Storm.

Jonathan BANKS
EUROPEAN BUSINESS INSIGHT DIRECTOR, NIELSEN

CONSUMER BEHAVIOUR INTO AND OUT OF RECESSION

Jonathan is Nielsen’s European Business Insight Director and he is based in Oxford, UK. He spent 30 years of a successful career focusing on FMCG manufacturers and retailers, holding senior sales and marketing positions in multinational organisations. Being Nielsen’s European Business Insight Director, Jonathan specializes in understanding and projecting consumer behaviour and trends across the world and provides insights to his manufacturer and retailer clients to help them formulate winning strategies. Jonathan is a widely recognized figure in consumer and FMCG trends in UK and international media, as well as being a prominent speaker and moderator at key industry events around the world. Jonathan Banks made a special presentation for MARKA 2009 audience, and they responded by applauds.

MARKA SURVEY

MARKA Conference put its signature to a very special sector survey in its 10th year. Hundreds of representatives from the world of brands met at the MARKA 2009 Conference and all the participants – select members from the brand and marketing world – featured in a survey that measured the thoughts, habits and behaviours of the sector leaders. Our collaborator, the Nielsen Company, carried out the management and auditing of this survey that included all the MARKA 2009 participants and for which prominent journalists composed the questions. The results from this survey that took place for the first time was directed from the stage of the MARKA Conference with a surprising participant; Kenan Işık, who dubbed MARKA 2009’s radio spots and TV commercials, The results was instantly published on the MARKA stage via Teknika’s technical support in the conference room.

10th YEAR CELEBRATION

MARKA Conference celebrated its 10th year with all the participants. The famous Turkish artist Hülya Avşar’s surprising participation had also added enthusiasm to the celebration. Hülya Avşar and BJ Cunningham, cut the 10th year giant cake together with the audience over 10 years.

10th YEAR CONCERT

MARKA stage perceived an unforgetable 10th Year concert by famous Turkish pop star Sertab Erener’s gorgeous voice and Demir Demirkan’s strong performance. The concert was marked to the event by the audience’s standing ovation.

MARKA BAND - MODEL

MARKA RADIO

Joy FM, the legendary brand of international music, brought its entire team and broadcast to MARKA Conference. During two days of the event Joy FM was at Çırağan Palace Kempinski with its special broadcast for MARKA Conference.