• Foreword
  Bernhard Adriaensens, WFA Director General

50 years – Then and now

• WFA – The voice of advertisers worldwide for 50 years
  Rolf Kreiner, President, The World Federation of Advertisers
• Reflections of the industry
  Hans Merkle, Honorary President of the World Federation of Advertisers (WFA)
• The WFA today
  The World Federation of Advertisers (WFA)
• Can cigarettes be marketed responsibly?
  Peter Paetzel, Director Marketing Communication, Philip Morris International

Retrospective

• Stresa Resolution
  Key Meetings
  WFA Milestones
  WFA Presidents
  WFA Director Generals
  WFA World Congress

Towards the Future

• The 50-year itch – Is advertising ready for another big leap forward?
  Dominic Lyle, Secretary General of the European Association of Communication and Advertising Agencies (EACA)
• Seismic Shift: How the advertising recession has made agencies reconsider their approach to online
  Chris Dobson, General Manager, Digital Marketing Sales, MSN International
• The changing world of advertising
  Anthony Gortzis, former president of the World Federation of Advertisers (2000 – 2002)
• First light at the end of the tunnel
  Dr Henning von Vieregge, Director General of the German Association of Communication Agencies (GWA)
• The future of advertising – The freedom to advertise
  Ward Beysen, Member of European Parliament, (Belgium)
• Advertising – Its economic & financial importance to society
  Stephan Loerke, World Federation of Advertisers Deputy Managing Director
• New ways to measure the effectiveness of advertisements
  Francois Attali, President of the Union des Announceur’s (UDA) Research Commission, and Pierre Ferrer, Head of Advertising Techniques
• Radio moves ahead
  Christina Sleszynska, Manager, The Association of European Radios (AER) Media Neutral Planning
• The role of integration and media neutrality
  Sir Martin Sorrell, CEO of the WPP Group
• Natural planning anyone?
  Paul Bay, Director of Consumer Communications, Levi Strauss Europe

Branding

• The great consumer product revolution
  Jean Jacques Evrard, founder and General Manager of d/g* Brussels
• Deutsche Post World Net and the new DHL
  DHL Express Europe
• What all brands are seeking
  John Simmons, author and Verbal Identity Director of Interbrand
• Strong brands are sexy
  Dr Klaus Morwind, Henkel Board Member, Head of the Laundry & Home Care Division
• Maximising sport sponsorship investments
  Nigel Currie, Chairman of the European Sponsorship Consultants Association (ESCA), and the Director of Sports Marketing Consultancy, GEM
• Positioning a “le luxe” brand
  Yoshiharu Fukuhara, Chairman of the Board, Shiseido Company, Ltd.

The Regulatory Framework

• Self-regulation – the unsung hero?
  Dr Oliver Gray, Director General of the European Advertising Standards Alliance (EASA)
• The boundaries of commercial speech
  Glen Wiggs, Executive Director of the Advertising Standards Authority, New Zealand
• New advertising techniques, old regulations
  Ross Biggam, Director General, Association of Commercial Television in Europe (ACT)
• Distance selling: Challenges in a multi-channel market
  Aad Weening, Secretary General, European Mail Order and Distance Selling Trade Association (EMOTA)

Children and Advertising

• Young citizens – media literacy and citizenship
  Paul Jackson, Chairman of the UK media literacy programme Media Smart and WFA Deputy President
• Kids and Canada’s marketing and advertising industries
  Cathy Loblaw, President, Concerned Children’s Advertisers

Communicating Sustainability

• Advertising and sustainability – A new paradigm
  Mike Longhurst, Senior Vice-President McCann-Erickson EMEA
• Marketing ‘cool’ lifestyles to promote sustainability
  Solange Montillaud-Joyel, Programme Assistant, United Nations Environment Programme
• Advertising & the challenges of sustainable development
  Bernhard Adriaensens, WFA Managing Director
• Shaping the managers of tomorrow
  Louise Gardiner, CSR consultant

The big bad fat debate

• The challenge of the global chronic disease burden
  Dr Derek Yach, Executive Director, Non-communicable Diseases and Mental Health, World Health Organization (WHO)
• A lifestyle revolution
  Dave Prescott, Corporate Membership and Information Officer, International Business Leaders’ Forum (IBLF)

Direct Marketing – Challenges ahead

• CRM is dead – Long live customer intelligence
  Alastair Tempest, Director General, Federation of European Direct Marketing (FEDMA)
• Innovative Solutions for Direct Mail Campaigns
  Iain McLure, VP Europe, Spring
• Why marketing doesn’t work any more
  Richard Forsyth, Founder of the CRM Forum
• DM – The direct route to customers
  Pat Kelly, Head of Marketing, Claritas UK
• Direct and interactive marketing – Rising to the challenge
  H. Robert Wientzen, President & CEO, Direct Marketing Association, Inc.