Mats Rönne
Electrolux
Based in Stockholm
Mats Rönne had most recently been European Media Director for Electrolux. Sadly, his job was eliminated at the start of this year due to company-wide restructuring. Nonetheless, his accomplishments in 2008 are undeniable, as is his long and productive career where he created some the Europe’s most “talked about” and influential campaigns. He was one of key influencers in the multiple award-winning: "AEG Decibel Campaign in 2008".

His marketing career may be best characterized as being at the center of corporate cultural transformation, particularly given his roles at Ericsson and more recently with Electrolux. Before his tenure, issues like brands, consumer or user understanding, and marketing were not high on the agenda. But now they are prioritized, strategic issues in both companies. Electrolux, in particular, has been recognized during the last few years with several awards that underscore new levels of marketing innovation.
Rönne believes that there are two key principles at work today in multinational marketing. The first is a shift away from traditional broadcast media to more consumer engagement-based activities. This requires more investment in events or “experiential” programs, in dialogue or “conversation-based” CRM (Customer Relationship Management), and, of course, in digital and on-line communications. The second is a greater focus, particularly given the current economic situation, on fewer initiatives in fewer countries. This results in an expectation of more leverage for the activities and countries where there are investments.
Yet, he acknowledges that all changes involve challenges and resistance. He says, “Moving away from traditional broadcast media campaigns means that we need to work with our sales teams and retailers so that they understand the reasoning behind these changes and are confident that this actually means better - but different - support for our brands so that we defend (and hopefully increase) our floor and shelf space at retail.”

Mats Rönne is keenly aware that “some markets will receive less support than last year, which means a greater challenge for those countries in defending their sales, market share and margin levels.” As a result, he advises his marketing colleagues not to ignore or be insensitive to the local differences that still exist. “Even if there are global trends, one still needs to be sensitive to local cultures and issues, and be able to balance central initiatives and strategies with local market understanding.” He adds that “increased transparency and cross-border activities mean an inevitable harmonization of prices and specifications, so there is more competition and fewer ‘sheltered profit zones.’"

Born and raised in the south of Sweden, Rönne was educated in Canada and England, and also worked in both countries. His career has spanned the agency side—both creative and media, the media sales side, as well as some fifteen years on the client side. All of his roles, though, have been international in scope. For the last two years, he has been commuting between Stockholm and the Electrolux European headquarters in Brussels.
What makes him so passionate about international marketing? “Deep down it is about understanding human emotions, and how we as marketers can connect with these to establish interest and preference in our brands and the products and services they represent.”

Contact: mats.ronne@gmail.com

Vanessa Healey
InterContinental Hotels & Resorts
Based in London
Vanessa Healey has earned herself a reputation as both a creative thinker and a risk taker. Not only are such labels well-deserved, but they have produced memorable marketing that has paid off. InterContinental, which calls itself “the first truly international hotel brand in the world,” is now in more than 60 countries and continues to expand in key destinations around the globe. Healey’s marketing efforts not only underscore the essence of global luxury travel, but they have come to demonstrate how InterContinental hotels can provide guests with the kind of experiences that enrich their lives and broaden their outlook. (And that’s not an easy task in today’s travel environment.)

In her role as Global Tactical Marketing Director, Vanessa Healey has also become an advocate for strong partnerships with the media. She has found that innovative programs can occur through deep links with media owners that share the company’s values. Such partnerships are a part of an evolving global media strategy to more directly engage with target customers in an interactive and imaginative manner.

A core philosophy at InterContinental is acknowledging that travel becomes most rewarding when a guest truly feels connected to a destination. If a hotel becomes a source for local knowledge, then guests can discover the unique natural and cultural heritage of the places they visit. A hotel or resort then tranforms beyond a place to stay; it becomes key element in the journey.
Such thinking about an enriching approach to travel, as well as a respect for the world’s beauty, created the CONNECTIONS Photo Contest, a partnership between InterContinental Hotels & Resorts and National Geographic. The contest invited amateur photographers to submit one image of a destination anywhere in the world that captured the authentic essence of place. The program also actively supported the National Geographic Center for Sustainable Destinations, a special initiative working to “protect distinctive places through wisely managed tourism and enlightened destination stewardship.”

Vanessa Healey also worked closed with BBC World News to highlight its “In the Know” brand positioning and to insure that business travelers could make the most of their travel time. The Real Cities series was created as 30-minute travelogues that showcased local celebrities who would bring their city to life and identify the hidden hotspots. Ads stated that the program was made “in association with” InterContinental Hotels. Branded trailers were shown 5,361 times worldwide. A micro-site — ww.therealcities.com — also supported the television series and offered detailed maps and additional information. Plus clever, promotional “business cards” for each city were distributed with room keys to promote both the show and the micro-site.
InterContinental has also been an early adopter of online video. Working with TurnHere, an Internet video production and advertising company, they worked to further differentiate the brand by highlighting the experience and insight of their hotels’ concierges. The resulting 700+ videos showcasing concierges as local experts increased guest engagement. They are a key element of InterContinental’s “In the Know” web site.

"While the initial agreement was successful in enhancing the overall experience of our guests, the next phase of our initiative with TurnHere will focus on syndicating the content beyond InterContinental Web properties to extend the brand, reaching relevant and untapped audiences across the Web," said Healey. "By distributing the videos to portals and niche travel sites, our goal is to reach prospective consumers earlier in the decision making process, while they are actively engaged in planning their travel needs.”

Contact: Vanessa.Healey@ihg.com

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