Programme

Sustainable development has taken over from digitalization as the latest global trend. Generation Z – the most responsible generation in history – is emerging from the wings. This group is exerting a positive kind of pressure on companies around the world, voting with their wallets for brands which reflect their own views and values. People in Russia are similarly worried about economic and social threats, and believe that positive change is essential. However, the number of those who are willing to donate something to help enact these changes is only around a third of what it is in Western countries. This has meant that there is a new and important impetus in Russia for companies and brands to lead the process of sustainable transformation. It is their role to spearhead structural change and inspire, and to bring the customer with them as they do so, thereby encouraging individuals to think and act in favour of positive change.
‒ How does a brand identify and determine their aims, and effectively incorporate them into their long-term business and marketing strategies?
‒ How can one overcome the scepticism of those who do not believe in the possibility of change?
‒ How can one learn to harness the power of brand communication and lead people?
‒ How can one change the world and earn more?

Moderator
Ekaterina Son, Director-General, Effie Awards Russia

Ekaterina Son

Director-General, Effie Awards Russia

Education. Graduated from the Faculty of Economics of Lomonosov Moscow State University. Professional Experience.
Started her career in 1995 in the Deloitte audit company.
In 1997 joined Independent Media in the position of Finance Manager. Throughout her career, headed The Moscow Times, Smart Money, Financial Director, Agribusiness publications and held senior positions in Vedomosti newspaper as well as in Sanoma Independent Media Publishing House. From May 2013 to July 2016 worked as Director General of the RBC Publishing House. Since July 2016 is the CEO of Effie Awards Russia. Hobby. Diving and mountain hiking. About the Company
The Effie Awards are known by advertisers and agencies globally as the pre-eminent award in the industry, and recognize any and all forms of marketing communication that contribute to a brand's success. Since 1968, winning an Effie has become a global symbol of achievement. Today, Effie celebrates effectiveness worldwide with the Global Effies and the Positive Change Effies, regional programs in Asia-Pacific, Europe, the Middle East / North Africa and Latin America, and more than 45 national Effie programs.

Panellists
Irina Bakhtina, Vice President for Sustainable Business Development and Corporate Affairs, Unilever Rus
Elena Kokhanovskaya, Director for Public Relations, MTS
Raisa Polyakova, Chief Executive Officer, KFC in Russia and CIS
Gleb Prozorov, General Director, Business News Media
Ilya Chukalin, Chief Executive Officer, Presidential Grants Foundation
Evgenia Schipalova, Head of Markets, KPMG in Russia and CIS
Anne Edwards, Senior Vice President, Public policy government affairs and communications, PepsiCo ESSA

Elena Kokhanovskaya

Director for Public Relations, MTS

Ms. Elena Kokhanovskaya has been Head of the public relations department of Mobile Telesystems OJSC for over 7 years. Prior to MTS, Ms. Kokhanovskaya worked as a correspondent at Reuters Moscow, where she was covering telecommunications and metallurgy for the past three years.
She graduated with a degree in Humanities - Philology from Novosibirsk State University. After graduation she worked as a regional correspondent of the Kommersant daily, headed the Banking and Finance department in a regional business weekly magazine and, later, in a regional business news agency - The Siberian Information Bureau.
Recipient of Media Manager Russia 2012 award in Communications/Public Relations category.
Since December 2012 RASO board member.
In 2013 topped the list of country’s best PR and corporate communications directors in the Top 1000 Russian Managers by Kommersant and Russian Managers Association.

Raisa Polyakova

Chief Executive Officer, KFC in Russia and CIS

EDUCATION
Graduated with honours from St. Petersburg State University with a degree in Oriental Studies in 1992. In 2003, she received her MBA from the University of Pittsburgh. She also studied at Jawaharlal Nehru University in India and Capetown University in South Africa.
EEXPERIENCE
From her arrival at YUM! Brands (KFC) in 2011 and until April 2015, she held the position of HR Director and was responsible for human capital and organizational development in Russia and the CIS. Between April 2015 and January 2017, she served as Commercial Director, overseeing procurement, logistics, and quality, while continuing to supervise HR. Prior to this, between 2010 and 2011, she was employed in LG Electronics as Director of Personnel in Russia and the CIS. Between 1997–2019, she worked at Johnson & Johnson, advancing to the position of Personnel and Internal Communications Director. Teaches at the Plekhanov Russian University of Economics.

Gleb Prozorov

General Director, Business News Media

Ilya Chukalin

Chief Executive Officer, Presidential Grants Foundation

Graduated from Saratov State Academy of Law, had multiple internships abroad. Graduated from the Federal Management Training Programme at The Russian Presidential Academy of National Economy and Public Administration (RANEPA) and Pudong Academy (China).
2001: head of the Saratov Gubernia Community Foundation that implemented projects in social management, regional social development projects and various regional events.
2006–2011: held various management positions in medium-sized and big companies overseeing legal, corporate, real estate management issues, as well as GR.
2011: Deputy Director of the Department for strategic development and innovation, adviser to the Minister for communications and telecommunications.
2016: Deputy Director of the project office of the National technology initiative.
April 3, 2017: appointed Secretary of the Coordinating Committee on presidential grants for civil society development and General Director of the Presidential Grants Foundation.

Anne Edwards

Senior Vice President, Public policy government affairs and communications, PepsiCo ESSA