The Spring 2010 GM will take place in the largest city in Germany, Berlin. The classified market is ever changing and now so more than ever indicating only the strong will survive 2010 therefore our theme “Classifieds EVOLVE or die.” This is THE conference to attend for classified publishers who want to not only survive but thrive in 2010. The programme covers technology, usability, content, SEO and marketing to arm you with the tools to ensure you stay a step (or two!) ahead of the competitor.

As in Budapest, the conference will run for a full 3-and-a-half days, from the Wednesday Welcome Reception and dinner through three full days of sessions and networking, and finishing with the Gala Party on Saturday. The draft programme is published below and will be updated as speakers are confirmed in the next few weeks.

As well be sure to register you and your team for the first ever ICMA Innovation Award. An exciting new element we are adding to the ICMA events. The winner will be announced at the Gala Party on 8 May in Berlin, Germany.

Registration opens on 9 February for Early Birds (EUR 549 for members or EUR 799 for non-members) until 22 March when the Standard rate (EUR 699/EUR 999) will apply.

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Wednesday 5 May

GM Berlin

Welcome Reception and Dinner

Thursday 6 May

GM Berlin

Session 1
Chairperson’s Welcome and Opening
Keynote Address

Is content still king? Or is content now marketing? The keynote address will look at why content matters to online businesses, different content strategies and how content can be used to build audience and revenues.

Jeremy Reed – Senior Vice President, Content and Editorial, Demand Media, USA
Session 2
The future is mobile

In a recent Morgan Stanley report they claimed that mobile internet usage “Is and will be bigger than most think” and that “next generation platforms combining social networking plus mobile will drive unprecedented change in communications and commerce”. How could this impact classifieds? What is happening already and what should you be thinking about doing?

Benjamin Mosse – Head of Business Solutions, Nokia, Germany
Bernhard Neubauer – General Manager, ISV GmbH, Germany
Open your development platforms for the future

Are you struggling with closed, proprietary and expensive platforms? Then this online strategy session is not to be missed. Discover how Openstandards are connected with SEO and how Opensource can help your business to respond quickly to competitors. Ease on integration with your clients and partners for commercial success.

Ricardo Amaro – Internet Director, Ocasião Classificados, Portugal
Panel Session: Outsourcing development

Continuing on with this session on development we have invited three classified vendors to join us for this panel discussion on why and how to outsource. Informing us of the common pitfalls and cost structure with, none other than, an ICMA member/customer as the facilitator to ensure your questions are answered.

Koen Vandaele – Operations Director, Concentra Classifieds N.V., Belgium
Kirsi Johansson – Sales Manager, Fiare Oy, Finland
Tünde-Csilla Fülöp – Chief Operations Officer, Art-Soft Consulting, Romania
Sumita Arora – Head of Operations, Adaan Business Solutions, India
Sessions 3&4

(separate sessions for Business Leaders, Sales Managers and NEW ICT Managers).

A repeat of the immensely successful sessions from recent conferences and we will be adding a third parallel session for ICT Managers. The aim is to ‘get behind’ the numbers and really understand what business decisions and strategies can impact these key markers.

Participants will be asked to submit in advance some easily-established business metrics relating to the principal areas of their online business. These will be shared with the session attendees, and then discussed in small groups, so that participants can quiz the star performers on how they have achieved their results, and in turn share their best practices with the group.

This will take place in two sessions (90 minutes then 60 minutes) informal and relaxed forum alongside a parallel sales track so the sales professionals don’t miss out.

A fantastic opportunity to ask all the questions you’ve always wanted to!

Participation in this session is included in the registration fee, please indicate when registering that you wish to participate so that Head Office can send you the short questionnaire to complete.

Late afternoon: PHOENIX workshop Solution Providers Hour
Evening German Brouhaha

Friday 7 May

GM Berlin

Session 1
Creative Strategies

How can we create services that will be used and even loved? With methodologies used traditionally by designers businesses can create compelling services that satisfy users and customers needs. Companies must rethink the way they involve customers and users in the development processes, create a culture of constant innovation and support out-of-the-box thinking in all levels of the organization.

Tim Hilpert – General Manager, eBay Kleinanzeigen, Germany
The Evolution of Online Advertising

What began with banner ads swiftly moved onto keyword advertising, behavioral advertising and has now progressed into video, mobile and social media – so termed Ads 2.0 . Has it really come full circle back to “word of mouth?” This session will highlight how to realize the value of the online audience and how they are responding to advertising.

Kieron Matthews – Marketing Director, Internet Advertising Bureau, UK

Emerging Online Trends Wondering what is next on the horizon for online? Video, real time search, SEM, SEO… are continuing to improve at a rapid rate. There is no time to waste. Join us for this session to for an industry insiders peek at the latest trends to help take your site to the next level.

Anne Kennedy – International Search Strategist, Beyond Ink, USA
Session 2
Partnerships, Co-opetition and Affiliates

This session will cover different affiliate programmes that can be used from three angles generating content, traffic and revenue. Come learn about the other revenue generating opportunities available.

Dennis Kenis – Founder & Managing Partner FairEtail, Belgium
Aggregators and Aggregations

Aggregators – love them or loathe them they’ve made a big impact on the classified marketplace and before we’re too quick to judge maybe we should consider aggregation. Andris will take us through his approach to aggregation, what technical issues he’s encountered and how he’s using it to benefit his business.

Andris Stinka – CEO & Co-Founder, Daype Inc., USA/Latvia
Debate: Man or Machine – Automated Self Service vs. Selling

How do you sell advertising online? Is there a place left for the traditional sales force or should your website be all the sales force you need?

Martha de la Torre – CEO, El Clasificado, USA
Rob Paterson – Group Managing Director, Friday-Ad, UK
Peter Lamb – President, Lamb Consulting, USA
Session 3&4

In Berlin we will be offering 3 workshops which will run for 90 minutes and which will be repeated twice. These interactive sessions allow 20 – 25 participants to work closely with an expert facilitator to guide their discussions and answer questions as they share experiences and ideas.


Do you have a Scrum master? How long are your sprints? If you don’t know what these terms mean this session will get you up to speed, and even if are familiar with these terms this session will give you the best time lines for the classifieds sector. You may get your chance at being Scrum as this session will be highly interactive ensuring everyone comes out able to implement Scrum upon return to the office.

Marc Lyne – Co-Founder, BrownBook.net, UK

Wondering how to best benefit from Adsense? This is the workshop to attend! The focus is how to make more money from Adsense.

Christoph Adler – Director Media & Marketing, Camao, Germany
Walter Palma – Strategic Partner Manager, Google, Germany

This workshop will highlight a couple of case studies with detailed how-to. As well as a open discussion on the importance of these three very relevant topics.

Ander Tenno – Software Process Consultant, Trinidad Consulting, Estonia
Hegle Sarapuu – Interaction Designer, Trinidad Consulting, Estonia
Evening: Free time

8 May

GM Berlin

Sessions 1-3
Business Meeting

The 2009 audit, Head Office updates, report on 2010 projects – come and get involved in your Association!

Business Leaders’ Meeting

The Business Leaders’ Forum is designed specifically for senior executives to come together in an intimate closed meeting in order to share their opinions and ideas with their peers. The Berlin “BLF” will start off with a look at the current state of classifieds with the second session moving into case studies and the final session of the day keeping everyone on their toes with the red hat/green hat debate.

Felix Erken – Managing Director, Junk Mail Publishing Ltd., South Africa
Business Operations Forum

This dedicated session will focus on three main business operations – sales, marketing and ICT. The “BOF” is an excellent opportunity for middle management to have one session dedicated to their specialty while also participating and learning more about the other departmental needs, allowing for smoother operations overall and some excellent ideas on how to work as an even more solid team.

Eero Korhonen – Managing Partner, Vaibmu, Finland
Gerhard Köhle – Head Portal Manager, Informmedia/VM Group, Austria
Peter Lamb – President, Lamb Consulting, USA
Evening: Gala Party