On Wednesday, October 13, a webinar entitled "Trade Marketing: Next Generation" took place, whose focus was to consider how the current challenge for businesses, which is exacerbated by the pandemic situation, is that of high resilience and associated agility as a response to market competition. This challenge is based on two fundamental factors: Organizational Culture and an "adequate" Technology that enhances productivity.

The virtual event, which took place via Zoom, was specially designed for directors and managers with positions in: Commercial, Trade Marketing, POS Execution, On/Off Promise and KAMs from industries such as FMCG, Retail, Distribution and Outsourcing/BPO.

The event began with a presentation entitled "Trade Marketing as part of the Productive Commercial Model", which focused on the role of Trade Marketing in the Commercial Cycle and critical points of interaction. This was given by Jorge Ponce (Mexico), Trade Marketing expert and Consultant.

The second part of the virtual event consisted of a panel of experts called "Technology as a driver on the road to the next generation of Trade Marketing", which consisted of a digital look at the Trade Marketing operation, from the data obtained from retail.

This part was led by Jorge Ponce and Marcelo Da Silva (Uruguay), Modern Channel Sales Manager, Mondelēz International. The panel was in turn moderated by Alejandro Moreno (Colombia), expert in Technology and Digitalization.

We share here the recording of the event so that you can relive it: