The first day of the congress focused on guerrilla marketing, which is about achieving conventional goals by unconventional means. Rather than investing huge amounts of money and time, guerrillas use innovation, information, creativity and community to succeed. Speaker and author Shane Gibson showed attendees how to successfully create a guerrilla marketing culture in their organisation and succeed in the social media activities. This was followed by a panel discussion on 'Application of Guerrilla Marketing in businesses'. The first day also featured an IBM panel discussion on the 'Evolving Role of the CMO'.

The remaining days witnessed sessions on 'The Delicate Art of Re-Branding: Retaining Equity While Creating a Fresh Face', 'Trends in Brand Implementation Management' and a panel discussion on 'Social, Mobile & Video - The Future of Digital Marketing?'. The second day also witnessed a Mobile and Digital Marketing Summit, held within the congress, which allowed marketers to discover, discuss, and exchange strategies on digital marketing engagement, case studies, and global best practices.

The final day of the congress saw a Designomics Conclave, which saw presentations by design experts. The Hershey Company's Senior Director Global Design Moira Cullen dwelled on the subject of 'Soft power: 21st Century Design Value'. There was also a panel discussion on 'Design + Economics = A Profit Building Prescription'. The merging of the design and economic disciplines has given birth to Designomics. To celebrate this union, the First Annual Designomics Awards recognised and acknowledged examples of great design that were effective in creating added value to a business through the use of strategic branding and design in the graphics, product and service domains.

Speakers at the Congress included Ahmad Taufique Yahya, Marketing Director, Fonterra Brands Middle East; Dr. Alok Bharadwaj, Senior Vice President, Canon India; Alex Batchelor, COO, BrainJuicer; Amit Tiwari, General Manager & Country Head Media, Philips Electronics India; Arun Iyer, National Creative Director, Lowe Lintas; Dilip Chhabria, Founder & Promoter, Dilip Chhabria Design Pvt. Ltd.; Krishna Prasad, Chief Experience Officer, Dentsu India; Mark Tutssel, Chief Creative Officer, Leo Burnett Global; Nita Kapoor, Executive Vice President - Marketing & Corporate Affairs, Godfrey Philips India; Rohit Dadwal, MD, Mobile Marketing Association Asia Pacific Ltd.; and Sanjeev Kotnala, VP Brand Communication and National Head, The Dainik Bhaskar Group.

Conducted alongside the Congress was the Global Award for Brand Excellence, which is presented to organisations that have played a significant role in building their company brands on the international scene. The award submissions were judged by an independent jury comprising of senior professionals from the fields of marketing, branding, advertising, public relations, brand strategy and corporate communications. These awards were presented by Godfrey Phillips India Ltd while the Gold Supporter was Planman Marcom.

Among the winners were Pulp Strategy Communication Pvt. Ltd. for Agency of the Year; Dr. Rana Kapoor, CEO and Managing Director, YES BANK and R. S. Subramanian, Country Manager, DHL Express (I) Pvt. Ltd. for CEO of the Year; and Neeraj Sanan, Vice President - Marketing and Distribution, Media Content and Communication Services (I) Pvt. Ltd. for Media Person of the Year; and Anuj Agarwal, Group Account Head, Strategist, Pulp Strategy Communication Pvt. Ltd. for Young Achiever of the Year.

The presenting sponsors for the event were Hindustan Times and Mahindra. The media partners for the event included Oman Economic Review, India Business Journal, Impact, P!tch and Qatar Today. Then online media partners were indiantelevision.com, exchange4media.com and audiencematters.com.