Here is the schedule for today's events:

CMO Summit Agenda- June 8th, 2006

Pre-Conference Reception (for attendees of the CMO Summit) - Wednesday, June 7
5:00-7:30 pm - with interactive exercise led by Johnnie Moore
Columbia University Faculty House
400 West 117th St.
New York, NY 10027

The CMO Summit
Thursday, June 8
Columbia University Faculty House
400 West 117th St.
New York, NY 10027

8:00 - 8:30 am Breakfast
8:30 - 8:45 am Introduction & Welcome
Francois Gossieaux, President, Corante
8:45 - 9:15 am Opening Keynote: The challenges and opportunities of marketing innovation
Russ Klein, CMO, Burger King
9:15 - 9:30 am Session 1: Introduction/Provocation
David Sutherland, Founder and Managing Director, Launch Institute

Models for innovation: creating successful new products and services
New product innovations are increasingly involving co-creation with customers and partners. What other innovation processes are working and how can they interact with co-creation? Case studies will be discussed, successful (and unsuccessful) strategies shared, new methodologies analyzed, and existing approaches that work affirmed.
9:30 - 10:15 am Session 1: Facilitated breakout discussion groups

Topics include:

* Co-creation and innovation - mutually exclusive/inclusive? When not to listen to your customers?
* What technology/process infrastructures can be used to support innovation?
* Can we co-create value propositions? How do you select the customers that get involved in the process? Has the meaning of "value proposition" actually changed?
* Can you create a brand separate from the actual product?
* How to price in the age of co-creation and transparency? Are there new pricing models that are emerging?

10:15 - 10:30 am Break
10:30 - 11:30 am Session 1: Report back & discussion
11:30 - 11:45 am Session 1: Summary Wrap-up
11:45 - 12:45 pm Lunch
12:45 - 1:00 pm Session 2: Introduction/Provocation
By John Hagel

The new scarcity = attention
Competition is fierce and the market ever more dense with new products and services all vying for the attention of consumers. Media is increasing fragmented and complex, yet more networked than ever before. How then to differentiate, gain attention, and rise above the morass of options that inundate consumers. How do you change the way you communicate in an attention-scarce economy?
1:00 - 1:45 pm Session 2: Facilitated breakout discussion groups

Topics include:

* What does brand mean and who owns the brand in an attention-scarce economy?
* What is the role of word-of-mouth, communities, consumer-generated media, etc.?
* Is the attention problem different across cultures?
* How to get in front of the youth market?
* Can marketers learn something from the world of politics (i.e., the WalMart war rooms, Carville, etc.)
* How does buying behavior change - and how can we capitalize on those changes?
* Are we going back to an era where the product is the "conversation" or the message?
* How can you connect the market's conversations with your strategy

1:45 - 2:00 pm Break
2:00 - 3:00 pm Session 2: Report back & discussion
3:00 - 3:15 pm Session 2: Summary Wrap-up
3:15 - 3:30 pm Break
3:30 - 4:30 pm Session 3: Group Discussion
moderated by David Weinberger

The new marketing department - does it even exist?
Companies and agencies are struggling to find a new model that builds on the proven principles of the past while incorporating successful new practices to take them into the future. How does a company plan and allocate resources, human and otherwise, in a time of such disruptive change? How will the dynamics of this emerging marketplace impact the way companies are configured, how products are developed, and how brands are built? What does the marketing department of the future look like?
4:30 - 5:00 pm Closing remarks: the new emerging marketing models
Bernd Schmitt
5:00 - 7:00 pm Innovators Reception (for Day 1 and Day 2 attendees )