8:45 - 9:00 Greetings from the Symposium Leader
Lourenço Bustani, Founding Partner, Mandalah
a behavioral trends and innovation boutique based in São Paulo, Brazil

9:00 - 9:40 UK - Ideas and Innovations: How ‘Trend Surfing' can Become a Powerful Tool in Design
Rama Gheerawo, Innovation Program Leader, Royal College of Art
John Bound, Head of Innovation Development, Royal College of Art

This session will reveal work from the College's recently created innovation unit looking at how powerful societal and consumer trends can be instigators for design to ideate and innovate. The talk will show different models of engagement from short workshops to ‘deep dive', year-long projects. The presentation will demonstrate how trends can be converted into business opportunities using design as a tool and how this can be effectively used to influence organizational practice.

9:45 - 10:25 CHINA - New Digital Identity in China: From Research to Product Development
Jared Braiterman, PhD, Principal, Giant Ant
Wendy Owen, Principal, Giant Ant

User experience guru Wendy Owen and leading design anthropologist Jared Braiterman PhD talk about their open-source Mobile China research which has been used by Philips Design, Nokia, Sony, Microsoft, Samsung, Waseda, Peking University and Stanford. Mobile China examines youth and technology trends in China that are reshaping the world's most populous consumer market. Using new techniques that make market research visible and actionable, Mobile China demonstrates future trends in digital identity with worldwide impact.

10:25 - 11:00 Break: Time to Mix & Mingle

11:00 - 11:40 TURKEY - Urban Nomads & Discovery Seekers: Power of Trends in Consumer Segmentation
Zeynep Arhon, Managing Partner, Trend Desk
Murat Yurddas, Managing Partner, Trend Desk

Demographic segmentation loses meaning in a converging world. Demographic segments are homogeneous only on paper, not in the real world. Brands can not strike the right accord by targeting illusionary consumer clusters. Trends provide clear lenses for psychographic segmentation by helping us to identify unique "consumer tribes". This session covers two consumer tribes from Turkey as well as solid marketing initiatives targeting these tribes.

11:45 - 12:25 BRAZIL, VENEZUELA, PERU, COSTA RICA - Communicating with Latin American Consumers through Package Design
Mario Narita, Director, Narita Design

The size of the meaningful low-economical level market is increasing and this is a too huge opportunity to be ignored. To reach this target, more than 12 illustrated real cases from Venezuela, Peru, Costa Rica and Brazil will be shown, including the reasoning to solve each case. A few tips: we are all Latin Americans but we are not the same. Emotion is our fuel.

12:25 - 1:45 Lunch: Refuel & Rehydrate

1:45 - 2:25 INDIA - Virtual Integration of Global Services Organizations: Vision 2020
Krishna Koneru, Vice President, Satyam Computer Services

Today's boom in the offshoring of knowledge work by the developed economies is driven primarily by the business need to optimize costs fuelled by the globalization wave. We will examine the current business model – issues faced by the industry in the areas of Talent Management and Project Management, particularly as services are getting increasingly virtualized and talent spanning across borders – and suggest a new business paradigm of a true virtualized global corporation with an undivided view of the world.

2:25 - 2:55 Break: Make a New Friend

2:55 - 3:10 Think and Synthesize: Process What You've Heard So Far

3:10 - 4:00 KEYNOTE SESSION || Unlocking Cool: Web 2.0, Innovation Frameworks and Viral Trends
Jeremy Gutsche, Chief Trend Hunter, TrendHunter.com;
Director, Consumer Lending Business and Innovation Imperative, Capital One Canada

Innovation and strategic advantage hinge on the ability to anticipate trends and identify the next big thing. By tracking the evolution of cool, Trend Hunters generate ideas, stimulate creativity, and ultimately shape our social context. There are consistent patterns of cool inherent in all successful innovations. Learn from Jeremy – publisher of TREND HUNTER Magazine, globe trotter, and head of the competitive strategy and innovation group at a fast-growing financial institution – as he reveals how to UNLOCK COOL for competitive advantage.