Thursday, May 5

Leadership Module 1: The emerging trends in news media (top)

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10.00 a.m.-12.30 p.m.
(New York time)

10:00 a.m.-10:15 a.m. (New York time)

Welcome and introductions

The INMA World Congress is the news media industry’s premier executive-level overview of the big topics facing our industry. Be welcomed to the final World Congress before INMA’s physical reboot of its conferences with a snapshot of news media in 2022 and what to expect from this year’s virtual event.




10:15 a.m.-10:55 a.m. (New York time)

Mastering the transformation: what we can learn from Spotify and the music industry

Will Page Spotify’s first chief economist will share the most crucial lesson companies can learn in today’s challenging business environment: how to change the fundamentals of what you do, rather than carry on fighting a battle that is already lost. With the near destruction of the music industry at the hands of online piracy and its subsequent recover on the backs of digital streaming platforms is more than just the biggest story of disruption and reinvention of the digital age. For Will Page, it is also a trove of insights on how to confront the metamorphosis we are all facing in dealing with the pandemic era as accelerating tech and economic changes reshape our work, our play, and our minds. In this session. We will extrapolate music’s journey into eight guiding principles for pivoting through the ubiquitous disruption in nearly all industries and joyfully brings these insights to life – providing a guide for knowing not just how to grab the new vine, but when.

Will Page, Former Chief Economist, Spotify, and Author, Tarzan Economics, United Kingdom



10:55 a.m.-11:35 a.m. (New York time)

10 assumptions that are no longer true – but still shape our organisations today

Tammy Erickson Today’s organisations are ripe for change. Over the next several decades, we will see very different business entities evolve. Why? Because today’s organisations were designed in response to conditions that no longer exist. Do you still think loyal behaviour at work will lead to a lifetime of protection and care from the corporation? Of course not. But many of our cherished talent management practices that are based on tenure, from pension plans to perquisites, like vacation, are holdovers from the days when this old assumption rang true. There are many new business realities that we haven’t yet translated into our management practices and organisational designs. It’s time to question which practices still make sense and whether there are new options better suited to today. In this provocative and interactive session based on a forthcoming book, Tammy Erickson will highlight 10 assumptions that underpin organisations, all of which have major implications for the way we manage talent and run organisations, and yet none are true today. She will leave participants looking at their organisations – and themselves – through a whole new lens.

Tammy Erickson, Executive Fellow, Organisational Behaviour, London Business School, United Kingdom



11:35 a.m.-11:45 a.m. (New York time)

Helping build the future of media with Google News Initiative

Olivia Ma Experience in this session which tools and programmes the Google News Initiative has recently developed to build a more sustainable, diverse, and trustful news ecosystem. Get best insights of INMA and the Google News Initiative training sessions on digital subscription strategies for news media companies to build the engine from discovery to conversion to retention.

Olivia Ma, Global Director of News Programs & Ecosystems, Google News Initiative, United States



11:45 a.m.-12:15 p.m. (New York time)

The opportunities and threats ahead for news media

Neal Zuckerman The business of journalism has undergone a massive stress test over the past 2.5 years of a global pandemic. Value propositions have been questioned. Strategies tied to trusted journalism have accelerated. Subscriptions have risen to the top of priorities even as the underlying pillars of data and product bolster its growth. Advertising opportunities have come and gone depending on pandemic phases, the Ukraine war, and other factors. In this presentation, learn more about where Boston Consulting Group expects media to go next: a snapshot of today, a peer into tomorrow.

Neal Zuckerman, Senior Partner and Head, Global Media Practice, Boston Consulting Group (BCG), United States



12:15 p.m.-12:40 p.m. (New York time)

News media’s priorities in the year ahead

Stephen Dunbar-Johnson Maribel Perez Wadsworth Damian Eales As the INMA World Congress sets the agenda for news media, what are our priorities in the year ahead? In this closing session, learn what top media companies are prioritising – including a look back at today’s sessions on transformation and leadership and a look ahead to key subjects covered during the World Congress.

Damian Eales, President, INMA, and Global Head of Transformation, News Corp, United States
Maribel Perez Wadsworth, First Vice President, INMA, and President, News, Gannett | USA Today Network, United States
Stephen Dunbar-Johnson, Second Vice President, INMA, and President, International, The New York Times, United Kingdom



12:40 p.m.-12:45 p.m. (New York time)

Takeaways of the day

INMA will distill for you the key learnings from today’s World Congress module on leadership and the emerging trends in news media.




Tuesday, May 10

Smart Data Module 2: The maturing data organisation (top)

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10:00 a.m.-12:30 p.m.
(New York time)

10:00 a.m.-10:20 a.m. (New York time)

How data is influencing media’s transformation

Ariane Bernard To open this module looking at the maturing data organisation, hear from the lead of INMA’s Smart Data Initiative on the state of data at media companies: how data is fueling digital transformation, driving the acceleration of first-party data strategies, and contributing to culture change. This will be a briefing for members on what is emanating from INMA’s Smart Data Initiative.

Ariane Bernard, Smart Data Initiative Lead, INMA, United States




10:20 a.m.-10:45 a.m. (New York time)

Nine and the unified, pluralistic data strategy

Euan Fisher "We are not talking about cookies, because they are the past," says Euan Fisher, who heads up data for Nine in Australia. In this presentation, Euan will take us through Nine's approach to a concerted data strategy that can serve an organisation with entities delivering in multiple channels and user markets. This session also will cover data governance, in particular how to respond to changing regulation and user expectations not just legally but ethically. Finally, learn how to apply a data strategy across properties depending on their identity and business models.

Euan Fisher, Head of Product, Data, Nine, Australia




10:45 a.m.-11:10 a.m. (New York time)

News UK’s multi-step digital transformation journey

Pedro Cosa Maturing the digital organisation is a multi-step journey. In this session learn about News UK’s transformation journey and how they are addressing changes in their operating models, processes, measurement frameworks, and, more importantly, their people and culture. Pedro Cosa will illustrate how these changes supported News UK's progress by digging into his company’s recent work on personalisation — both in the commercial and editorial space.

Pedro Cosa, Data General Manager, News UK, United Kingdom




11:10 a.m.-11:20 a.m. (New York time)

How to turn your mature data organisation into a revenue machine

Sam Ngo Endeavor Business Media is focused on increasing the bottom line by creating meaningful experiences for users and turning their first-party data assets into a revenue-generating product. BlueConic's Sam Ngo will walk us through how they launched new buyer and content journeys across 10 brands, leading to a 247% increase in click-through rate, and how they moved a $180K per year product to a $1.4 million dollar product in just four months.

Sam Ngo, Director of Product Marketing, BlueConic, United States




11:20 a.m.-11:45 a.m. (New York time)

How Gannett optimises the supply chain of data

Nate Rackiewicz Data is the fuel that drives digital transformation in media organisations, but how should you structure a data organisation in order to optimise the supply chain of data? In this session, the chief data officer of Gannett | USA Today Network will share best practices he’s learned in leadership roles across the media verticals of subscription TV, ad-supported TV, advertising research, video gaming, and news publishing. Gannett is making a significant investment in data, analytics, and data science in order to achieve its digital subscriber goal of 6 million by the end of 2025. To do this requires a customer-obsessed culture and building a data organisation that optimises time to data and time to insight.

Nate Rackiewicz, Chief Data Officer, Gannett | USA Today Network, United States




11:45 a.m.-12:10 p.m. (New York time)

How The Economist’s rebuilt data capability is driving value at speed

Karine Serfaty In the past two years, The Economist has made significant investment in its digital and data capability with a clear strategic goal: long-term profitable growth, starting with its subscriber business. In this session, learn where to focus to make a difference, accelerate this transition, and lay foundations for the long term. How do you go from using data as a by-product of your digital activities to designing for first-party data? Where do you really need to invest first? With limited advanced analytics capabilities, what do you point them at? How do you get cultural adoption along the way to unlock each next step?

Karine Serfaty, Chief Data Officer, The Economist, United Kingdom



12:10 p.m.-12:30 p.m. (New York time)

Takeaways of the day

Put into context the key learnings from today’s Smart Data Initiative-led module on the maturing data organisation.

Thursday, May 12

Subscriptions Module 3: Bundling new value as subscription models evolve (top)

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10.00 a.m.-12.30 p.m.
(New York time)

10:00 a.m.-10:20 a.m. (New York time)

The state of news subscriptions and the outlook for 2022

Greg Piechota 2022 is the year of big re-bundling of news media. To grow, publishers beef up their value propositions, expand into new markets and target new segments. They build, they buy, they borrow. What’s the subscription toolkit for 2022?

Greg Piechota, Readers First Initiative Lead, INMA, United Kingdom




10:20 a.m.-10:45 a.m. (New York time)

Investing in premium journalism and marketing at Bild

Carolin Hulshoff Pol With almost 600,000 digital subscribers, Bild is the news subscription leader in Germany and one of the biggest paid content providers in Europe and in the world. A restless innovator, it is investing in video journalism, audience analytics and data-driven marketing. What’s the story behind its growth?

Carolin Hulshoff Pol, Managing Director, Bild Group, Germany




10:45 a.m.-11:10 a.m. (New York time)

Building an engine for digital subscriptions growth at Torstar

Anna Marie Menezes Based on INMA benchmarks, Canada’s Toronto Star is one of the fastest-growing brands in digital subscriptions in the past three years. What’s the silver bullet? There is none — it’s an engine built collaboratively across the newsroom, marketing data, and products. Learn how to build such an engine for your brand.

Anna Marie Menezes, Vice President, Marketing, Torstar, Canada




11:10 a.m.-11:20 a.m. (New York time)

Unlocking the value of registered users to drive paid subscriptions.

Matt Broad Recent INMA research reinforced the theory that registrations drive subscriptions. The good news is registered users have already demonstrated a commitment to the publication’s brand. But how can you usher them over the finish line? Matt Broad will share insights from Piano’s proprietary benchmark dataset about the path from registration to subscription and its impact on conversion rates

Matt Broad, Director, Optimization Services in Strategic Services, Piano, United States




11:20 a.m.-11:45 a.m. (New York time)

Bundling news subscription with retail benefits at La Nación

Agustina Roncaglione Javier Cantero How to grow subscriptions beyond heavy news consumers? Argentina’s La Nación bundled its news product with a robust benefit programme offering discounts and perks across 3,000 retailers and services. While many other loyalty programmes aim at driving retention, this drives acquisition. Is it a missing bloc in the news media business model?

Javier Cantero, Manager, Club La Nación, Argentina
Agustina Roncaglione, Subscription Acquisition Manager, La Nación, Argentina




11:45 a.m.-12:10 p.m. (New York time)

Creating value with bundling at Globo

Renata Fernandes Brazil’s largest video streaming platform, Globo Play, reached new audiences and grew revenue partnering with Disney, Deezer, and Apple. How can bundling create and destroy value? Whom to bundle with and on what terms? What marketing technology is critical to success? Learn from the experience of the TV and streaming giant of South America.

Renata Fernandes, Head of Digital Media, Globo, Brazil



12:10 p.m.-12:30 p.m. (New York time)

Takeaways of the day

What did we ultimately learn from this module by INMA’s Readers First Initiative on bundling new value as subscription models evolve? Walk away with key takeaways.

Tuesday, May 17

Advertising Module 4: What we sell and how we sell it (top)

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10.00 a.m.-12.30 p.m.
(New York time)

10:00 a.m.-10:20 a.m. (New York time)

The state of media advertising

Mark Challinor Based on member feedback, INMA’s Advertising Initiative is focusing on the rise of advertising formats, the revised sales team, and the new role of print in the advertising fix. In this opening session, hear from the lead of the Advertising Initiative on the state of media advertising: selling advertising based on first-party data, the rise of branded content, what to sell when the world goes programmatic, and the true value propositions of print.

Mark Challinor, Advertising Initiative Lead, INMA, United Kingdom




10:20 a.m.-10:45 a.m. (New York time)

Growth opportunities and risks ahead with advertising

Daniel Knapp What does the c-suite at news media companies need to know about where advertising goes next? In this session, learn what the Interactive Advertising Bureau (IAB) projects in the months and year ahead in advertising sales. What are the ranges of expectations? Where are the growth categories? What are the categories at risk?

Daniel Knapp, Chief Economist, Interactive Advertising Bureau (IAB Europe), United Kingdom




10:45 a.m.-11:10 a.m. (New York time)

McClatchy and people vs. automation question: Will traditional ad sales change to a model?

Tony Berg Is the future of advertising sales all about automation and a reimagination of the selling model? If so, where do sales people fit in (or not?)? What will we sell in the future, however structured? Learn more about the McClatchy and its metropolitan newspapers are doing with a new and different approach.

Tony Berg, Chief Revenue Officer, McClatchy, United States





11:10 a.m.-11:20 a.m. (New York time)

How publishers can leverage the power of community engagement and digital experiences to optimise ad performance

Mark Zohar Advertising remains a major revenue stream and commercial model for most publishers. Maximising ad revenue while improving the overall user experience is both a challenge and an opportunity for digital publishers. In this session, Viafoura President and COO Mark Zohar explores how publishers can leverage the power of community engagement and digital experiences to increase key metrics such as time on site, page view consumption, and retention and re-engagement to increase on-site ad impressions and revenue, drive higher click through rates and CPMs, and generate unique first-party data to better inform ad campaigns and deliver high-value audience segments to optimise overall ad performance.

Mark Zohar, President and Chief Operating Officer, Viafoura, Canada




11:20 a.m.-11:45 a.m. (New York time)

Branded content at Jagran New Media: Is this the future template?

Priyanka Sharma Can branded content be the future of our main advertising sales revenue? Learn how to structure for success as we delve into Jagran's case studies (in print and digital) and provide you with a template for your development in this advertising area that is becoming increasingly important worldwide.

Priyanka Sharma, Senior Manager, Branded Content, Jagran New Media, India




11:45 a.m.-12:10 p.m. (New York time)

How Media 24’s collaborative teams are creating bespoke advertising solutions

Tasmia Ismail How do we cut across our disciplines and have truly integrated ad sales teams with collaboration from around our media business? Media 24 will share their case study on how they have adopted such an approach demonstrating the power of synergy and insights from inside the business from a procedure and revenue point of view. Plus, how does that impact the bespoke offerings they offer to their clients?

Tasmia Ismail, General Manager, Commercial, Media 24, South Africa



12:10 p.m.-12:30 p.m. (New York time)

Takeaways of the day

From advertising projections to people vs. automation to branded content to bespoke advertising solutions, what actionable takeaways can we glean from today’s Advertising Initiative-led module?

Thursday, May 19

Product Module 5: How product mindsets are lifting results (top)

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10.00 a.m.-12.30 p.m.
(New York time)

10:00 a.m.-10:20 a.m. (New York time)

Tracking the rise of product at media companies

Jodie Hopperton After nearly 18 months of INMA’s Product Initiative, what have we learned about media youngest profession that is sweeping the world? In this opening session, learn more about the organisation-wide product mindset, bringing permanent innovation into the c-suite, breaking down traditional department silos, and optimising existing product.

Jodie Hopperton, Product Initiative Lead, INMA, United States




10:20 a.m.-10:45 a.m. (New York time)

The app as a valuable business at Times Internet

Durga Raghunath As an innovator in app development, Times Internet will show how and why it can drive multiple revenue streams and talk, in product terms, about what problems are being solved. How can the app stand alone as a business? What audiences are being served and how are their experiences different? What innovative product formats are generating revenue? What unique advantages has Times Internet created to make the most of market opportunity?

Durga Raghunath, Former Digital Head, Times of India, Indian Express, India




10:45 a.m.-11:10 a.m. (New York time)

How Condé Nast manages conflicting objectives

Katharine Bailey Product can be a complex discipline — particularly when trying to prioritise amongst multiple brands, technologies, and individual wants and needs. In this session Condé Nast's global head of product and design will share her experiences on how OKRs can bring teams and goals into line. She will touch on managing OKRs at company, team, and finance level, and why this will always be a work in progress.

Katharine Bailey, Global Head of Product and Design, Condé Nast, United States




11:10 a.m.-11:20 a.m. (New York time)

5 things you need to know about XR for news, now

Guido Buelow INMA and the Meta Journalism Project are partnering on the ramp-up of extended reality (XR) for news media companies: multiple training series internationally, a town hall, and a report. What have we learned together? In this session, learn more about the five key findings of the partnerships and what news publishers need to prioritise – editorially and commercially.

Guido Buelow, Head of News Partnerships Central Europe, Meta, Germany




11:20 a.m.-11:45 a.m. (New York time)

How Schibsted breaks through in the attention economy: responses to the digital paradigm shift

Karl Oskar Teien In their strategy, Schibsted has recognised three major paradigm shifts in the way users behave. In this session the product director of paid products will take us through these shifts, deep diving into one: how they have developed synthetic voice to meet audio needs. Karl Oskar Teien will take us through how Schibsted looks at the user problem, what it has taken to build a solution, and how this has been embedded into existing as well as new products.

Karl Oskar Teien, Director of Product, Schibsted, Norway



11:45 a.m.-12:10 p.m. (New York time)

The Washington Post: How product and editorial work together

Kat Downs Mulder The chief product officer (CPO) is becoming more and more important as a leadership role in news media companies. How do we detangle the content experience (product) from the content itself (editorial) from an ownership perspective? Or should we be looking at merging the two? At The Washington Post, the latter is true, and in this session we’ll hear how the CPO and the managing editor roles are working together to create best-in-class content experiences.

Kat Downs Mulder, Chief Product Officer and Managing Editor, The Washington Post, United States



12:10 p.m.-12:30 p.m. (New York time)

Takeaways of the day

How to break down today’s module on how product mindsets at media companies are lifting results? Wrap up the module with a quick overview and how it ties back to INMA’s Product Initiative.

Tuesday, May 24

Newsrooms Module 6: Newsrooms and the bridge to the business of news (top)

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10.00 a.m.-12.30 p.m.
(New York time)

10:00 a.m.-10:15 a.m. (New York time)

Newsrooms at the heart of the publishing business

Peter Bale A renewed focus on reader revenue means the time is right for INMA’s Newsroom Initiative to give newsroom leaders a forum to influence their businesses. The Initiative focuses on looking at business models for journalism, creating trusted journalism, and sharing best practices around culture. Hear from Peter, the Newsroom Initiative lead, on where the project is heading and the early insights on trust, culture, and the business of publishing.

Peter Bale, Newsroom Initiative Lead, INMA, New Zealand




10:15 a.m.-10:40 a.m. (New York time)

How the pandemic changed Dagens Nyheter’s newsroom and ultimately made it more powerful

Anna Åberg Hard lockdowns and working from home dramatically changed newsrooms around the world. Being forced to abandon the newsroom compelled leading Swedish daily Dagens Nyheter to rethink its collaboration tools and approach to working in and between teams. Two years on, working practices have changed dramatically and new methods of networking and connecting have become normal. Managing Editor Anna Åberg believes the lessons of working through the pandemic have led to a stronger newsroom culture and prepared staff for the rigors of the Ukraine story. In this session, Anna will explain the lessons, the failures, the crises, and the achievements in managing the newsroom and staff through the pandemic.

Anna Åberg, Managing Editor, Bonnier, Sweden




10:40 a.m.-11:05 a.m. (New York time)

How Arab News became the voice of a changing region

Faisal J. Abbas The editor-in-chief of Arab News, Faisal J Abbas, is a leader in Middle East media and the embodiment of an emerging generation of journalists who are creating new international brands that reach into markets far outside the region. Faisal has led a revolution at Arab News to relaunch a modern digital operation as well as new editions in Pakistan, France, and Japan. In this session, he will talk about what it took to create the new Arab News and what the ambitions are for this important voice from Saudi Arabia and the region.

Faisal Abbas, Editor-in-Chief, Arab News, Saudi Arabia




11:05 a.m.-11:15 a.m. (New York time)

Multichannel publishing in the world of five computers (make that 9 billion)

Fred Wilson How do news media companies cope with publishing content to devices of all shapes and sizes while audience preferences change at the speed of life? In this session, Fred will share how to grow your media business with an agile, content-driven platform that fully embraces the capabilities of the digital future. Extend your news brand to a rich multimedia environment to reach new audiences.

Fred Wilson, Solution Advisor, Stibo DX, United States




11:15 a.m.-11:40 a.m. (New York time)

How Reuters gets its global news workforce aligned with its business and mission

Simon Robinson Simon Robinson has one of the biggest jobs in international journalism: overseeing the output of Reuters, which is fed by 2,500 journalists around the world and serves business and media clients with breaking news, analysis, and insights. Simon will explain how Reuters aligns culture across a multi-national team spread across the globe, and how it creates a news file that drives its business goals, while remaining true to the Thomson Reuters Trust Principles that the company has long used to defend its independence and integrity.

Simon Robinson, Global Managing Editor, News Publishing, Reuters, United Kingdom
11:40 a.m.-12:05 a.m. (New York time)

CNN Digital spans the world and everything from breaking news to style: here’s how

Marcus Mabry guides the choices and strategy for the global programming of the CNN Digital Worldwide network. Himself a veteran foreign correspondent and digital leader, Marcus will explain how the team is aligned and works with the CNN brand values of speed, reach and accuracy.

Marcus Mabry, Senior Vice President, Content Strategy and Global Programming, CNN Digital Worldwide



12:05 p.m.-12:30 p.m. (New York time)

Takeaways of the day

Today’s module looks at newsrooms and the bridge to the business of news, yet what can we take home from these sessions? Find out in the takeaways from this Newsroom Initiative-created module.

Thursday, May 26

Outlook Module 7: The growth path ahead for news media (top)

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10:00 a.m.-12:15 p.m.
(New York time)

10:00 a.m.-10:25 a.m. (New York time)

Big Tech and news publishers: what’s next for regulation and what peace is starting look like

Robert Whitehead As Google and Meta continue their country-to country navigation of regulation and legislation changes, something interesting is happening in places where publisher settlements are occurring: strategic collaborations between Big Tech and media companies for journalism, technology, and training initiatives are on the rise. In this executive briefing from INMA, distill what you need to know about how the Big Tech settlements are playing out.

Robert Whitehead, Digital Platform Initiative Lead, INMA




10:25 a.m.-10:55 a.m. (New York time)

What media companies need to (practically) know now about personalisation

Greg Piechota Ariane Bernard Jodie Hopperton Cut across all INMA initiatives, and one subject straddles them all: personalisation. Almost all other forms of digital content are personalised. Are news organisations the last frontier? In this look ahead for media companies, INMA brings together a playbook for the modern media c-suite on how to practically address personalisation: hand-picked vs. algorithm-driven content, discussion with newsrooms, communications with readers, and what metrics to use to measure effectiveness. INMA will draw on its extensive reservoir of case studies and insights, distill it to the essentials, and lead a conversation about what personalisation means next for media.

Jodie Hopperton, Product Initiative Lead, INMA, United States
Ariane Bernard, Smart Data Initiative Lead, INMA, United States
Greg Piechota, Readers First Initiative Lead, United Kingdom




10:55 a.m.-11:05 a.m. (New York time)

How AI technology supports editorial teams

Wojciech Ehrenfeld Every day, media brands produce thousands of pieces of content that can draw the interest of many different readers. But how do they publish everything while also paying attention to SEO quality and controlling the coverage of men and women in the published articles? Ring Publishing will present a few real case studies on how AI technology helps these editorial teams have time for high quality content creation.

Wojciech Ehrenfeld, Business Development, Ring Publishing, Poland




11:05 a.m.-11:35 a.m. (New York time)

What NFTs and the metaverse mean for news media

Gary Liu When Gary Liu decided to step down as CEO of the South China Morning Post to lead the new startup 'Artifact Labs', he saw it as an opportunity to bridge news media and the fast-emerging world of NFTs and the metaverse. In this session, the outgoing SCMP CEO will brief INMA members on why the blockchain should matter to the news industry and what the 'Artifact' ecosystem delivers for content owners — whether you understand blockchain or not. Learn why a media company’s assets can become more valuable in the new world of NFTs.

Gary Liu, CEO, South China Morning Post, and Co-Founder, Artifact Labs, Hong Kong




11:35 a.m.-11:40 a.m. (New York time)

Takeaways of the day

After looking at the growth path ahead and a few big bets for news media, wrap up this module’s main sessions with practical takeaways of the day – before we pivot to the closing keynote and World Congress overview.





11:40 p.m.-12:15 p.m. (New York time)

News media outlook 2023 and the playbook ahead

Earl J. Wilkinson After 20+ hours of World Congress, a few thousand hours of video training, in-depth reports, and taking the pulse of INMA’s vibrant communities, what is the playbook for news media in the year ahead? In this session, INMA distills the “lead to the story” cutting across initiatives dedicated to subscriptions, data, product, advertising, newsrooms, and Big Tech – how to mine new value and establish a new growth path.

Earl J. Wilkinson, Executive Director and CEO, INMA, United States

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