18.10.2018
Hotel TATRA Bratislava
PROGRAM - Marketing That Sells 2018
8:30 - 9:15 REGISTRATION of participants - congress hall, Hotel Tatra **** Bratislava
1. Session: Focused on consumer | 09:30 – 12:35 in conference hall 1
9:30 - 9:40 Opening of the conference
9:40
-
10:00
How to align your employer brand with recruiting campaigns?
Anton Khúla, Online Marketing Specialist, Profesia
10:05
-
10:25
Big data potencial for marketing and communication
Jiří Šiklar, Client aquisition director D/A/CH & CEE, Meltwater
10:30
-
10:50
Hollywood AI
Roman Gavuliak, Experienced Data Scientist & Community Leader, Operam
10:55 - 11:15 COFFEE BREAK
11:15 - 12:05
PANELOVÁ DISKUSIA: Prekonávanie predsudkov zákazníkov k značke
Tomáš Bezák, Head of Communication, Lidl Slovenská republika, v.o.s.
Ronald Lupták, Marketing Director, HEINEKEN Slovakia
Marek Mikle, Marketing Director, Union poisťovňa, a.s.
Jana Hoosová, Spolumajiteľka, Žufaňa bistro
12:10
-
12:30
MarTech a aplikácie pre Customer Experience
Milan Cvrkal, Customer Experience Consultant, Oracle Slovensko s.r.o.
12:35 - 13:30 LUNCH BREAK
Moderátorka bloku Zaostrené na zákazníka
Simona Mištíková, Managing Director, DIVINO, s.r.o.
2. Session: Branding & loyalty | 13:30 – 15:50 in conference hall 1
13:30
-
13:50
Efficiency of branding formats
Marek Zámečník, Vice Director, Nielsen
13:55
-
14:15
Effective marketing: between economy and culture
Pavol Minár, Founder / Inventor, Inspirations • Pavol Minár
14:20
-
14:40
When the brand is re-positioned: Postova banka (case study)
Silvia Wenderlová, Head of Marketing, Poštová banka
14:45 - 15:05 COFFEE BREAK
15:05
-
15:25
How to Avoid Huge Ships
Ľubomír Bercel, Brand Identity Designer, ESET
15:30
-
15:50
Brand interconnected with the personality
Ivana Kičikoleva, CEO, Escape Production s.r.o., Founder SUPERfeel conference & SUPERladies comunity
Moderátorka bloku BRANDING a lojalita
Alica Balaščíková, Online Marketing Specialist, .
3. Session: Business to Customer (B2C) marketing | 13:30 – 15:45 in conference hall 2
13:30
-
14:00
Conversional marketing, new digital reality
Zarena Kancheva, Marketing and PR manager CEE, Viber
14:05
-
14:35
Your attribution's wrong! Is there a better one?
Mariia Bocheva, Business Development Manager, OWOX, BI
14:40 - 15:00 COFFEE BREAK
15:00
-
15:20
How can marketing automatization benefit your business?
Vladimír Rejlek, Digital Director, Wunderman
15:25
-
15:45
Zachyť spotrebiteľa na všetkých jeho kanáloch – ako predávať 4 veci naraz
Kamil Šimkovič, Spoluzakladateľ, cvičte.sk
Moderátor bloku B2C marketing
Juraj Frank, Digital Analytics Consultant - Exponea a Google Partners Trainer pre oblasť Data and GTM, Exponea
4. Session: Business to Business (B2B) marketing | 13:00 – 15:50 in conference hall 3
13:30
-
13:50
B2B marketing pre complex technical solutions
Lukáš Ondroušek, Head of Business Development, Legrand Central & Eastern Europe
13:55
-
14:15
Natíve advertising
Anna Lašová, Head of Marketing Communication, Up Slovensko
14:20
-
14:40
DIRECT VAN SALE – priamy ambulantný predaj
Igor Zajac, CEO, EBIX s. r. o. powered by AUTOGLYM
14:45 - 15:05 COFFEE BREAK
15:05
-
15:25
Back to the roots
Martin Štraus, Senior marketing specialist, PwC
15:30
-
15:50
Prejudices and myths in online marketing for B2B
Rastislav Talárovič, Head of Marketing department & Google Partners Trainer, SOS electronic
16:00 - 16:10 Drawing of raffle with interesting prices in conference hall 1 and ending of the conference
Moderátor bloku B2B marketing
Miroslav Turza, PR&Marketing manažér, TÜV SÜD Slovakia s.r.o.
The organizer reserves the right to make changes to the conference program or term.
Speakers
Zarena
Kancheva [Bulhrasko]
Kancheva [Bulhrasko]
Roman
Gavuliak [SK]
Gavuliak [SK]
Zarena
Kancheva [Bulhrasko]
Kancheva [Bulhrasko]
Milan
Cvrkal [SK]
Cvrkal [SK]
Anna
Lašová [SK]
Lašová [SK]
Martin
Štraus [SK]
Štraus [SK]
Tomáš
Bezák [SK]
Bezák [SK]
Ronald
Lupták [SK]
Lupták [SK]
Marek
Mikle [SK]
Mikle [SK]
Jana
Hoosová [SK]
Hoosová [SK]
Simona
Mištíková [SK]
Mištíková [SK]
Alica
Balaščíková [SK]
Balaščíková [SK]
Juraj
Frank [SK]
Frank [SK]
Miroslav
Turza [SK]
Turza [SK]
Anton
Khúla [SK]
Khúla [SK]
Jiří
Šiklar [CZ]
Šiklar [CZ]
Marek
Zámečník [SK]
Zámečník [SK]
Pavol
Minár [SK]
Minár [SK]
Silvia
Wenderlová [SK]
Wenderlová [SK]
Ľubomír
Bercel [SK]
Bercel [SK]
Ivana
Kičikoleva [SK]
Kičikoleva [SK]
Mariia
Bocheva [Ukrajina]
Bocheva [Ukrajina]
Vladimír
Rejlek [CZ]
Rejlek [CZ]
Kamil
Šimkovič [SK]
Šimkovič [SK]
Lukáš
Ondroušek [SK]
Ondroušek [SK]
Igor
Zajac [SK]
Zajac [SK]
Rastislav
Talárovič [SK]
Talárovič [SK]
Zarena Kancheva
Marketing and PR manager CEE
Viber 
Zarena is a specialist with over 10 years of experience in marketing, event management, advertising and PR. She worked as Brand Manager for Fashion Days,marketing manager at a global level, in Walltopia, or PR manager at ING / NN Insurance.
Conversional marketing. The new digital reality.
.
Roman Gavuliak
Experienced Data Scientist & Community Leader
Operam 
Roman leads the Data Science team in Operam, he previously lead the Data Science team in Piano building data products for 1200+ clients such as CNBC or Business Insider. Roman is also the organizer of Banalytics Meetup and MeasureCamp Bratislava.
10:30 to 10:50
Hollywood AI
Operam optimizes online for the biggest Hollywood studios. We've launched 100+ titles from art movies through Oscars (Moonlight) up to blockbusters (Deadpool 2). Our challenges include promoting movies before release or processing ten thousands of comments to improve segmentation and creative.
Zarena Kancheva
Marketing and PR manager CEE
Viber
Zarena is a specialist with over 10 years of experience in marketing, event management, advertising and PR. She worked as Brand Manager for Fashion Days,marketing manager at a global level, in Walltopia, or PR manager at ING / NN Insurance.
13:30 to 14:00
Conversional marketing, new digital reality
The new mobile, fast-speed communication world requires different marketing strategies, that can instantly attract but also keep the attention of the user. Viber, one of leading communication apps, enabling brands and businesses to rediscover personal communication as a core necessity for success.
Milan Cvrkal
Customer Experience Consultant
Oracle Slovensko s.r.o.
Milan has been working in the IT field since 1991, mainly with Microsoft and Oracle as a developer, analyst, and architect of Customer Experience solutions. He has got a series of successful customer cases in CEE, the Middle East and Africa.
12:10 to 12:30
MarTech a aplikácie pre Customer Experience
Technological companies are constantly presenting lean visions and revolution in marketing technologies. But what is realistic with today's applications? With CX applications, you can deliver a unified and unique customer experience from marketing to sales to customer service.
Anna Lašová
Head of Marketing Communication
Up Slovensko
Author of Don Appetit web portal, Director of Communication, PR and Compliance.
Experienced marketing communication professional with a passion for web advertising and social media.
13:55 to 14:15
Natíve advertising
"Bekim’ s appetite" communication campaign successfully combines portal content creation with native advertising. It proves that in-feed advertising based on interesting content and a strong influencer has a positive impact both on traffic and user loyalty.
Martin Štraus
Senior marketing specialist
PwC
From agencies to client side. From strategy to comms in digital media and employer branding. Martin developed communication strategies for local and global brands. Now he is marketing specialist for the largest consulting company in Slovakia.
15:05 to 15:25
Back to the roots
Influencers, digital, social, millennials... What´s good for brands? Following trends or making a good marketing? What is actually good marketing that helps increase sales?
Tomáš Bezák
Head of Communication
Lidl Slovenská republika, v.o.s.
The main communicator for Lidl since 2012. Former journalist with a doctorate in Political Science. Happy husband and father who belives in the power of good stories.
11:15 to 12:05
PANELOVÁ DISKUSIA: Prekonávanie predsudkov zákazníkov k značke
Ronald Lupták
Marketing Director
HEINEKEN Slovakia
Ronald pracuje v oblasti marketingu viac ako 15 rokov. V Heineken Slovensko pracuje od roku 2014 na pozícii Group Brand Manager. Počas pôsobenia v spoločnosti si odskočil do centrály Heinekenu, kde riadil značky Orchard Thieves, Bullmers a.i.
11:15 to 12:05
PANELOVÁ DISKUSIA: Prekonávanie predsudkov zákazníkov k značke
Marek Mikle
Marketing Director
Union poisťovňa, a.s.
Pracuje pre poisťovne Union, kde rozvíja 3 samostatné značky – komerčnú, zdravotnú a digitálnu poisťovňu Onlia. Má za sebou 9 rokov riadenia značiek na slovenskom bankovom trhu. Výraznejšie ho poznať z kampaní VUB banky, kde doniesol koncept lepičov.
11:15 to 12:05
PANELOVÁ DISKUSIA: Prekonávanie predsudkov zákazníkov k značke
Jana Hoosová
Spolumajiteľka
Žufaňa bistro
Spolu s dvoma kamarátkami vedie rodinné bistro, z ktorého sa za tri existencie roky stal lovebrand. Predtým pracovala v oblasti marketing a PR. Dnes sa už za marketéra nepovažuje. Robí, čo ju baví a tvrdí, že to je najlepšia možná forma prezentácie.
11:15 to 12:05
PANELOVÁ DISKUSIA: Prekonávanie predsudkov zákazníkov k značke
Simona Mištíková
Managing Director
DIVINO, s.r.o.
She supervised one of the three teams of the biggest PR agency in Slovakia for 8 years. Currently she runs her own PR Agency - Divino with clients such as Henkel, Nadácia Volkswagen Slovakia, Budiš, Dr. Oetker, Cinema City, Bepon, Zľava Dňa etc.
Moderátorka bloku Zaostrené na zákazníka
Alica Balaščíková
Online Marketing Specialist
.
She was as an editor for the internet magazine and the Next Future portal, covering economic, lifestyle and ad texts. She had been studying for two years in Sydney, where she had the pleasure of traveling. Now she deals with online marketing.
Moderátorka bloku BRANDING a lojalita
Juraj Frank
Digital Analytics Consultant - Exponea a Google Partners Trainer pre oblasť Data and GTM
Exponea
A specialist in digital analytics. Exponea focuses on acquisition campaigns and advertising technology. He has worked in the past on the client side of Orange Slovensko as well as on the side of the digital agency Volis International.
Moderátor bloku B2C marketing
Miroslav Turza
PR&Marketing manažér
TÜV SÜD Slovakia s.r.o.
He is a man who has been in the marketing world for 9 years, trying to work in corporations and also in agencies focused on PR. He specializes in B2B marketing and company progress through the creation of good relationships with clients.
Moderátor bloku B2B marketing
Anton Khúla
Online Marketing Specialist
Profesia
He works in online marketing for more than 6 years. After working in digital agency as front -end designer he started with online marketing in banking industry. Now he works as product marketer in Profesia responsible for communication and marketing.
9:40 to 10:00
How to align your employer brand with recruiting campaigns?
How can knowledge of EVP (employee value proposition) help you with creating of strong employer brand? How do recruiters entice new candidates to choose their company over competition? Profesia brings you few interesting examples how to create successful recruitment campaign.
Jiří Šiklar
Client aquisition director D/A/CH & CEE
Meltwater 
2011 he joins Meltwater as a Consultant, where he quickly steps up to the position of Managing Director. Since then he was responsible for different subsidiaries in Germany and Austria.At the moment he is driving the expansion of Meltwater into CEE.
10:05 to 10:25
Big data potencial for marketing and communication
The current trend is in digital, online and mobile solutions. Digitization takes place in every area of our life and companies that prefer traditional ways loosing relevance. Why is this and what is it to focus on? Let's speak digital!
Marek Zámečník
Vice Director
Nielsen
Marek has been working for 10 years for a research agency that has implemented the AIMmonitor Internet measurement in SK. He has also participated in the development of monitoring Internet advertising. He is currently invovled in marketing research.
13:30 to 13:50
Efficiency of branding formats
Evaluating the effectiveness of carried out campaigns should be a matter of course for each campaign. Posttest campaigns can now be performed in more sophisticated ways and the development of such tools is an every day challenge for us - and we do love challenges...
Pavol Minár
Founder / Inventor
Inspirations • Pavol Minár
Has been in marketing and advertising for more than 20 years in Slovakia, Czech Republic, Romania, Slovenia, Austria, Great Britain, France, or Ukraine. More than 20 EFFIE Awards (Slovakia, Romania, Czech Republic). Shortlisted at Cannes Lions.
13:55 to 14:15
Effective marketing: between economy and culture
4th Industrial Revolution requires a new approach to marketing. In addition to its economic relevance, it has to perceive culture, its values and its codes. Effective marketing today must not only reflect and reflect, but also influence it.
Silvia Wenderlová
Head of Marketing
Poštová banka
Silvia leads a marketing team, brand communication, digital, web and social networks at Postova banka. Previously she worked in the largest network stores of watches and jewelry, Klenoty Aurum, where she was responsible for the marketing department.
14:20 to 14:40
When the brand is re-positioned: Postova banka (case study)
At the beginning of the last year, Postova banka changed its logo and communication and decided to make the biggest changes in its history. The new approach brought remarkable results. You will see the backstage of this process - how to do successful rebranding and repositioning in Slovak conditions
Ľubomír Bercel
Brand Identity Designer
ESET
Lubo started as a web designer in a small studio in Prague, later as Art Director at MUW Saatchi & Saatchi and Wiktor Leo Burnett. In ESET he uses its expertise to build one of the most successful Slovak brands.
15:05 to 15:25
How to Avoid Huge Ships
The book How to avoid huge ships, with its incredibly pragmatic name, has favored glory and hundreds of ironic reviews on Amazon. In today's marketing, we'd be more pragmatic and less irony. And what about ships and creativity?
Ivana Kičikoleva
CEO, Escape Production s.r.o.
Founder SUPERfeel conference & SUPERladies comunity
During her studies she established a private event agency, which was given to organize fashion shows to order. An unfavorable life experience led her to journey of self-development. Today she actively organizes inspirational events for women.
15:30 to 15:50
Brand interconnected with the personality
How to create your own brand based on life experience? Do you create a logo using trends or what do you personally like? To what extent has a role psychology of color? You will learn the backstage of the SUPERfeel branding brand and the SUPERladies community.
Mariia Bocheva
Business Development Manager
OWOX, BI 
I've started as a support manager and worked my way up to leading sales and marketing teams. It helped me gain a lot of practical knowledge in the field. Over the last years, I've worked with largest retailers in EMEA and know their pains and gains.
14:05 to 14:35
Your attribution's wrong! Is there a better one?
Everybody agrees that Last click is dead. But what are other tools available out there in the market that can help marketer evaluate the efficieny of their efforts? During the speech we'll go though the different models starting with the most basic ones and ending up with the geeky approaches.
Vladimír Rejlek
Digital Director
Wunderman
Vladimir has been working in digital marketing for 14 years. He started at Advertures, worked for Vodafone. At present, he is the head of digital marketing at Wunderman, where he serves both local and global clients such as: Ford, Microsoft, Nestlé..
15:00 to 15:20
How can marketing automatization benefit your business?
Is marketing automatization just another buzzword or is it really capable of influencing your business? We already know that B is right. During my lecture I will show you two real case studies that we have implemented for our clients Shell UK (ADOBE platform) and Fischer CZ (platform EXPONEA).
Kamil Šimkovič
Spoluzakladateľ
cvičte.sk
He is the co-founder of the Healthy Lifestyle Portal CVIČTE.SK, which has become a leader in its field and also an innovative approach to advertising, which has been working with world brands such as Adidas, Reebok and DM for more than 5 years.
15:25 to 15:45
Zachyť spotrebiteľa na všetkých jeho kanáloch – ako predávať 4 veci naraz
Whether you have a small or large advertising budget, the ultimate goal is to sell as much as possible. This talk will give you inspirational insights into how to use content marketing, influences, partnerships, online and off-line activities for the success of your products.
Lukáš Ondroušek
Head of Business Development
Legrand Central & Eastern Europe
Lukas started as a project and product manager, but currently has been dedicated to creating sales & marketing strategies in B2B segment in various Eastern European countries for more than 10y. He leads an international team of business development.
13:30 to 13:50
B2B marketing pre complex technical solutions
On Google we can find per second 10 case studies for large-scale marketing for carbonated drinks or smart phones. How to do the marketing for a production line for a luxury SUV body or a backup electrical supply to the entire hospital?
Igor Zajac
CEO
EBIX s. r. o. powered by AUTOGLYM
Igor is sold distributor of brand AUTOGLYM for Slovak market. After eight years of trading he is in TOP10 AUTOGLYM international distributors.
14:20 to 14:40
DIRECT VAN SALE – priamy ambulantný predaj
To be different with good quality brand is sometimes not adequate. A direct van sale together with quality brand creates ideal combination for fast growth of business.
Rastislav Talárovič
Head of Marketing department & Google Partners Trainer
SOS electronic
Rastislav as the head of marketing department has totally changed the marketing orientation in the pure international B2B company (SOS electronic) and has successfully implemented the newest online marketing trends also as Google Partners trainer.
15:30 to 15:50
Prejudices and myths in online marketing for B2B
What do Slovak B2B companies mention as reasons of the online marketing absence in their business strategy? Let´s free our mind and have a pragmatic look on how to make a synergy between online marketing and your sales staff work.
