This year has had a major influence on the transformation and digitalization of business in every sphere of the economy. The COVID‑19 pandemic and subsequent global lockdown led to an unprecedented surge in online consumption, forcing every industry to reconsider their approaches to product distribution and to get outside their usual sales channels. E‑commerce developed exponentially, and digital marketplaces not only captured a large segment of the market in online retail, they also became full-fledged media platforms with their own special features for creating and promoting advertising content.

Publicis Groupe brings its extensive expertise in media, creative and technology to show how the synergy of content and commerce can contribute to achieving business results during this period of major e‑commerce expansion.

Topics to be covered at the conference include:

  • Developing end-to-end e‑commerce that combines targets and the KPI of various divisions on the client’s side;
  • Organizing work within an agency by uniting teams with various expertise to achieve better business results for the client;
  • Trends and best-cases of creating saleable content for e‑commerce platforms and social media;
  • Chinese experience in organizing live-stream shopping.
Speakers
Ali Amarsy
SVP, Global Product Lead,
Publicis Groupe
Vladimir Tkachev
CEO,
Publicis Groupe Russia
Cyril Drouin
Chief E‑Commerce Officer,
Publicis Commerce Greater China
Sergey Beloglazov
Chief Operating Officer,
Publicis Groupe Russia
Julia Udovenko
Business Transformation Director,
Publicis Groupe Russia
Dmitry Sergeev
СЕО,
AliExpress Russia
Darya Nazarkina
Marketing VP,
McDonald’s
Alexey Tolstogan
General Manager,
NAA [National Advertising Alliance]
Olga Krasnobaeva
Brand Director of E‑commerce and Data Marketing,
Procter & Gamble
Ksenia Rodionova
Head of Vkusvill online store,
VkusVill
Andrey Baykov
Senior Digital Director,
McDonald’s
Vladimir Maklakov
Digital Experience Director,
Digitas Moscow
Julia Lomako
Director of Marketing Communications Department,
Magnit
Maria Lemeshkina
Head of Digital Special Projects and SMM,
Magnit
Alexey Kataev
Commerce Practice Director,
Digitas Moscow
Elena Stolova
Marketing Director,
Electrolux
Viktoria Arsenyeva
Head of Digital & CRM,
Electrolux
Stepan Slusarev
Head of Global Business Solutions,
TikTok Russia
Oleg Dorozhok
Advertizing and Monetization Director,
Ozon
Maxim Osipov
Head of Agencies Russia,
Facebook
Kirill Smirnov
Creative Director,
Okko
Alyona Afanasova
Brand Manager Solar Power,
HEINEKEN
Irina Kozlova
Managing Director,
Performics
April Liu
Senior Planning Manager,
Publicis Commerce Greater China
Yuri Shishkin
CEO,
24TTL
Program
11:00 – 11:10
Welcome speech
Vladimir Tkachev Publicis Groupe Russia, CEO
Julia Udovenko Publicis Groupe Russia, Business Transformation Director
E‑Commerce Evolution - a Five-Year Plan in Three Days
11:10 – 11:38
The Commerce World post COVID-19
Ali Amarsy Publicis Groupe, SVP, Global Product Lead
11:38 – 11:55
INTERVIEW. Marketplaces: the specific features of their development in Russia and finding the right balance between image and personalization
Dmitry Sergeev AliExpress Russia, СЕО
Julia Udovenko Publicis Groupe Russia, Business Transformation Director
11:55 – 12:10
Evolution of brand marketing decisions and Ozon's experience launching new products
Oleg Dorozhok Ozon, Advertizing and Monetization Director
12:10 – 12:23
INTERVIEW. Business strategies for 2020 and digitalization of the fast-food industry
Darya Nazarkina McDonald’s, Marketing VP
Julia Udovenko Publicis Groupe Russia, Business Transformation Director
12:23 – 12:40
2020 & Beyond: Reshaping TV Industry
Alexey Tolstogan NAA [National Advertising Alliance], General Manager
Sergey Beloglazov Publicis Groupe Russia, Chief Operating Officer
E‑Commerce Strategies and Approaches
12:40 – 12:58
Transformation of work with online retailers: process, tasks, approaches and tools
Alexey Kataev Digitas Moscow, Commerce Practice Director
Irina Kozlova Performics, Managing Director
12:58 – 13:06
INTERVIEW. Effective processes for the growth of E‑Commerce sales: how to combine trade and marketing
Olga Krasnobaeva Procter & Gamble, Brand Director of E‑commerce and Data Marketing
Julia Udovenko Publicis Groupe Russia, Business Transformation Director
13:06 – 13:27
Brand formation on E‑Commerce platforms by means of the strategy of engagement between parties and synergy of expertise
Elena Stolova Electrolux, Marketing Director
Viktoria Arsenyeva Electrolux, Head of Digital & CRM
Alexey Kataev Digitas Moscow, Commerce Practice Director
13:27 – 13:42
INTERVIEW. Online store as a platform to create added value for consumers
Ksenia Rodionova VkusVill, Head of Vkusvill online store
Julia Udovenko Publicis Groupe Russia, Business Transformation Director
13:42 – 13:52
How to activate new sales channel during a crisis. Solar's experience
Alyona Afanasova HEINEKEN, Brand Manager Solar Power
Alexey Kataev Digitas Moscow, Commerce Practice Director
13:52 – 14:18
Video Platforms: experience and prospects for integration
Kirill Smirnov Okko, Creative Director
Social Commerce
14:18 – 14:50
Livestreaming in China
Cyril Drouin Publicis Commerce Greater China, Chief E‑Commerce Officer
April Liu Publicis Commerce Greater China, Senior Planning Manager
14:50 – 15:05
The Power of Creativity at TikTok
Stepan Slusarev TikTok Russia, Head of Global Business Solutions
15:05 – 15:15
The New Reality: three success factors in the no-contact economy world
Andrey Baykov McDonald’s, Senior Digital Director
Vladimir Maklakov Digitas Moscow, Digital Experience Director
15:15 – 15:29
It’s just perfect time to win! The role of online game based on VK miniapp in the success of the retailer’s promo campaigns
Julia Lomako Magnit, Director of Marketing Communications Department
Maria Lemeshkina Magnit, Head of Digital Special Projects and SMM
Vladimir Maklakov Digitas Moscow, Digital Experience Director
15:29 – 15:43
Discovery Commerce
Maxim Osipov Facebook, Head of Agencies Russia
15:43 – 16:04
Live commerce entered Russian market
Yuri Shishkin 24TTL, CEO
16:04 – 16:10
Concluding remarks
Vladimir Tkachev Publicis Groupe Russia, CEO
Julia Udovenko Publicis Groupe Russia, Business Transformation Director
Publicis Groupe Russia
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