Berlin Summit: Public Affairs Trend Lab

B ER LIN SUMMIT P U B L IC AF FA IRS T RE ND LA B

BERLI N 16-17 FEB 2017

b e r lin -pa.qu ad riga.eu

2 15 100 3

TO THE BERLIN SUMMIT: PUBLIC AFFAIRS TREND LAB

Berlin has become the center for public affairs in Europe. Understanding public affairs in Europe‘s economic powerhouse and discovering the latest trends is at the core of the conference.

From Brexit to big data to disruptive innovations – change comes fast in economics and politics. Modern complexities bring a great need for experts in public affairs. But how to advise politicians in a time of populist movements, digital platforms and diverging corporate interests? What are the paths to success – by relying on your association, your own branch or the digital domain? And how does the corporate strategy of a company become visible in public affairs?

At the Berlin Summit: Public Affairs Trend Lab 15 companies and agencies will hold presentations on innovative campaigns and take workshops displaying the latest trends and communications channels. This is a platform for senior-level experts from economy, politics and media to exchange their ideas and visions.

The next big thing – at the Berlin Summit: Public Affairs Trend Lab you will find an answer to the question: what comes next in the field of public affairs.

Dr. Mario Voigt, MP Lecturer & Public Affairs Expert Quadriga University Berlin

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THURSDAY,

16TH FEBRUARY 2017

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10.45am

Doors open and welcome coffee

11.30 – 11.45am

Intro Welcome and introduction Dr. Mario Voigt, MP, Lecturer & Public Affairs Expert, Quadriga University Berlin

11.45am – 1.15pm

Lecture Public Affairs in Berlin 101 Prof. Dr. Christian Thorun, Professor for Political Science, International Politics and Public Affairs, Quadriga University Berlin

1.15 – 2.15pm

Lunch

2.15 – 2.45pm

Keynote Trends in Europes powerhouse Jens Spahn, MP & Parliamentary State Secretary, Federal Ministry of Finance

2.45 – 3.15pm

Insight Business intelligence – the key for success in public affairs Prof. Dr. Karl Jurka, Managing Director/ Shareholder, Jurka P.S.A.

3.15 – 3.45pm

Insight Engaging stakeholders with digital public affairs Inger Paus, Head of Economic and Social Policy, Microsoft Germany

3.45 – 4.15pm

Insight Opportunities and challenges of corporate interest representation Maria Heider, Head of Western Europe & EU Affairs, METRO AG Wholesale & Food Specialist Company

4.15 – 4.45pm

Coffee Break

4.45 – 5.00pm

Intro Trend Lab Session I

5.00 – 6.30pm

Trend Lab I

German legislation - an impenetrable jungle?

Heiko Weiß, Director Public Affairs, ADVICE PARTNERS

Trend Lab II

Mission possible! How to successfully work with MPs in Germany Cornelius Brand, Managing Partner, Instinctif Partners

Trend Lab III

Dealing with the unthinkable: Brexit, Trump and an eroding party system in Germany – A Map for orientation Judith Kleinemeyer, Senior Vice President & Head of Public Affairs, FleishmanHillard

6.30 – 6.45pm

Sum up & result presentation Dr. Mario Voigt, MP, Lecturer & Public Affairs Expert, Quadriga University Berlin

7.15 – 9.15pm

Get together at „The Digital Eatery“ & public affairs panel Dr. Klaus Schüler, General Manager of Federal Party, CDU Germany

FRIDAY,

17TH FEBRUARY 2017 8.30am

Doors open and welcome coffee

9.00 – 9.10am

Introduction Preview of the day Dr. Mario Voigt, MP, Lecturer & Public Affairs Expert, Quadriga University Berlin

9.10 – 9.40am

Insight Tools, methods and ways to success: Parliament, executive or states Dr. Johannes von Thadden, Senior Vice President, Head of International & Space Institutions, Airbus Defence & Space

9.40 – 10.10am

Insight Tools, methods and ways to success: How to be successful through associations Andreas Krautscheid, State Minister [ret.] & Member of the Senior Management Board, Association of German Banks

10.10 – 10.40am

Insight Market competition in the European Union – how to be successful through public affairs Thomas Kropp, Senior Vice President, Head of Group International Relations and Government, Lufthansa Group

10.40 – 11.10am

Coffee Break

11.10am – 12.40pm

Trend Lab Session II Trend Lab I

German legislation - an impenetrable jungle?

Heiko Weiß, Director Public Affairs, ADVICE PARTNERS

Trend Lab II

Mission possible! How to successfully work with MPs in Germany Cornelius Brand, Managing Partner, Instinctif Partners

Trend Lab III

Dealing with the unthinkable: Brexit, Trump and an eroding party system in Germany – A Map for orientation Judith Kleinemeyer, Senior Vice President & Head of Public Affairs, FleishmanHillard

12.40 – 1.30pm

Lunch

1.30 – 2.00pm

Insight Success in Brussels? Issue management across geographic borders Joachim Koschnicke, Vice President, Public Policy & Industry Strategy, Opel Group

2.00 – 2.30pm

Insight How to represent interests as a foreign/non-German company TBA

2.30 – 3.00pm

Insight Learn from the best: Positioning of a global brand TBA

3.00 – 3.30pm

Outlook Companies strategy and public affairs Patrick Kammerer, Director Public Affairs & Communications, Coca Cola Germany, Denmark, Finland

3.30 – 3.35pm

Short pre-sum-up Dr. Mario Voigt, MP, Lecturer & Public Affairs Expert, Quadriga University Berlin

3.35 – 5.45pm

Field trip

5.45 – 6.00pm

Sum-up & end of conference

Field trip to the German Bundestag & Round Table with MPs Mark Hauptmann, MP

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THURSDAY,

16TH FEBRUARY 2017

DOORS OPEN AND WELCOME COFFEE

10.45am

WELCOME & INTRODUCTION

11.30-11.45am

TRENDS IN EUROPES POWERHOUSE

PUBLIC AFFAIRS IN BERLIN 101

11.45am-1.15pm

2.15 - 2.45pm

In order for all participants to start at the same level, we invite you to our Public Affairs Basisc session.

Hosted by Christian Thorun, professor of political science, international politics and public affairs at Quadriga University Berlin, you will get the chance to brush up on your knowledge and get up to speed on the 101 of Public Affairs. Once you have done so, you will be ready for the two insight-packed days we have prepared for you.

In times of social media, politics and democracy become more complex. Politicians, citizens and businesses are increasingly communicating on the same level. Consent must be more widely organized today than it was a few years ago.

This is only possible with wise and authentic campaigns.

LECTURER & PUBLIC AFFAIRS EXPERT QUADRIGA UNIVERSITY

PROF. DR. CHRISTIAN THORUN PROFESSOR FOR POLITICAL SCIENCE, INTERNATIONAL POLITICS AND PUBLIC AFFAIRS QUADRIGA UNIVERSITY

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1.15-2.15PM

DR. MARIO VOIGT, MP

JENS SPAHN, MP PARLIAMENTARY STATE SECRETARY FEDERAL MINISTRY OF FINANCE

BUSINESS INTELLIGENCE – THE KEY FOR SUCCESS IN PUBLIC AFFAIRS

2.45-3.15pm Business Intelligence is an extensive and beyond IT generated state-of-the-art research. It predicts developments, political and economic changes. Moreover, it safeguards interests “early warning” to make better informed and fact-based decisions. Business Intelligence helps to gain a competitive advantage and identify business opportunities.

PROF. DR. KARL JURKA MANAGING DIRECTOR/ SHAREHOLDER JURKA P.S.A.

ENGAGING STAKEHOLDERS WITH DIGITAL PUBLIC AFFAIRS

INGER PAUS HEAD OF ECONOMIC AND SOCIAL POLICY MICROSOFT GERMANY

3.15-3.45pm Stakeholder engagement strategies are crucial for sustainable and successful policy making - in particular when it comes to societal and economic issues that impact the broader public. Social and digital media enable a level of transparency, real-time feedback and involvement of the public that is unparalleled. The session will provide insights, how Microsoft Germany leverages digital and social media for political agenda setting and stakeholder engagement.

OPPORTUNITIES AND CHALLENGES OF CORPORATE INTEREST REPRESENTATION

3.45-4.15pm

No matter where in the world: opportunities and challenges of corporate interest representation are highly diverse and often considered to be somewhat suspicious in the public eye. How can interest representation of companies build trust in public and political relations? The case will give a concise overview of opportunities and challenges of company representation in Berlin and Brussels.

MARIA HEIDER HEAD OF WESTERN EUROPE & EU AFFAIRS METRO AG WHOLESALE & FOOD SPECIALIST COMPANY

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THURSDAY,

16TH FEBRUARY 2017

INTRO TREND LABS

4.45-5.00pm The „Trend Labs“ are kind of a workshop, where experts will work together with you using new approches on concrete examples regarding specific situations in Public Affairs. The introduction will be used for a short self-presentation of the speakers and the topics. The „Trend Lab Session“ will be repeated on Friday so you can choose two different trend labs you want to join.

TREND LAB I: GERMAN LEGISLATION AN IMPENETRABLE JUNGLE?

4.15-4.45PM

5.00-6.30pm The process of Ger-

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TREND LAB II: MISSION POSSIBLE! HOW TO SUCCESSFULLY WORK WITH MPS IN GERMANY

5.00-6.30pm A high proportion of the work in Public affairs is built around those women and men who physically make the law: MPs. If PA activities do not reach out to this group of decisions makers, many other efforts of communication tend to be worthless. Is there a ‘perfect way’ to handle the challenges in this respect? What are the dos and don’ts? What is specific for Germany as the cultural environment?

man legislation is highly complex and seems to be an impenetrable jungle.

The workshop will provide in-depth insights into the formal processes and will shed light on the power struggle between the different governmental and parliamentary institutions. A case study will show when, how and where it makes sense to get involved into the process.

CORNELIUS BRAND

HEIKO WEIß

MANAGING PARTNER INSTINCTIF PARTNERS

DIRECTOR PUBLIC AFFAIRS ADVICE PARTNERS

6.30-6.45pm

TREND LAB III: DEALING WITH THE UNTHINKABLE: BREXIT, TRUMP AND AN ERODING PARTY SYSTEM IN GERMANY – A MAP FOR ORIENTATION

DR. MARIO VOIGT, MP LECTURER & PUBLIC AFFAIRS EXPERT QUADRIGA UNIVERSITY

5.00-6.30pm 2016 has marked a watershed moment in the domestic, European and international political arena: Political developments have become increasingly unpredictable and complex. Which values, which regulation, which relationships will count in the future? This year’s events seem to contradict logics and political experience.

The workshop will give in-depth insights into the assessment and communication of Public Affairs in a changing world.

JUDITH KLEINEMEYER SENIOR VICE PRESIDENT & HEAD OF PUBLIC AFFAIRS FLEISHMANHILLARD

7.15-9.15pm

We will have an exclusive Get-together at „The digital eatery“, which belongs to the representation of Microsoft Germany. It is located „Unter den Linden“ which is one of the most prestigues places to be for company representations in Europe.

To keep up the spirit of the day, there will be a short panel discussion with top-level politicans as well.

DR. KLAUS SCHÜLER GENERAL MANAGER OF FEDERAL PARTY CDU

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FRIDAY,

17TH FEBRUARY 2017 DOORS OPEN AND WELCOME COFFEE

8.30am

INTRODUCTION & PREVIEW OF THE DAY

9.00-9.10am

DR. MARIO VOIGT, MP LECTURER & PUBLIC AFFAIRS EXPERT QUADRIGA UNIVERSITY

TOOLS, METHODS AND WAYS TO SUCCESS: PARLIAMENT, EXECUTIVE OR STATES

9.10-9.40pm „The strongest is only strongest alone.“ This translation of a German proverb describes the attitude of many companies when it comes to pursuing their own interest - and it is more often than not the wrong strategy when dealing in a complex political surrounding. Joining forces and successfully liaising ones own interest with similar other ones is what usually wins the battle. Politics simply can‘t respond to each individual wish. Modern societies work through harmonising interest and fighting for the best solution through coalitions of interest, quite often organised for a long-term partnership through associations. Johannes von Thadden has seen it all: working for the biggest German business organisation, the German Association of Chambers of Industry and Commerce (DIHK), as Director General for Germany‘s longest governing party, the Christian Democratic Union (CDU) and now for Airbus Defence and Space where he runs the company‘s space interest in Europe and with international organisations. Johannes von Thadden is convinced: using associations as a channel is a clever thing to do if you want to be successful.

TOOLS, METHODS AND WAYS TO SUCCESS: HOW TO BE SUCCESSFUL THROUGH ASSOCIATIONS

9.40-10.10pm Association lobbyists identifie relevant national and international developments, particularly regulatory and legislative initiatives, and work out common positions for their members. On behalf of members, they participate in public debates and play a part in the political opinion-forming process.

By presenting practice-oriented arguments, they promote understanding between policymakers and the business sector.

ANDREAS KRAUTSCHEID STATE MINISTER [RET.] & MEMBER OF THE SENIOR MANAGEMENT BOARD ASSOCIATION OF GERMAN BANKS

DR. JOHANNES VON THADDEN SENIOR VICE PRESIDENT, HEAD OF INTERNATIONAL & SPACE INSTITUTIONS AIRBUS DEFENCE & SPACE

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MARKET COMPETITION IN THE EUROPEAN UNION – HOW TO BE SUCCESSFUL THROUGH PUBLIC AFFAIRS

11.10-12.40pm In order to give you the chance to participate at two different Trend Labs we will repeat the first session.

10.10-10.40pm Competition in mature, highly-competitive and superregulated markets like the EU airline market often takes place on political and regulatory terms. While many industries can choose the most convenient regulatory “home”, aviation is limited in that.

As it is widely considered vital industry, especially major networks are limited in their ability to choose the most competitive home base. Competing with highly mobile companies that choose low-cost or at others’ cost business models on the on hand, and foreign state concern benefitting from massive support of their respective states requires massive investment and engagement in public and semi-public fora. The presentation will deal with action and strategy how to use the plethora of regulations and interests as tools to level out unfair competition.

SENIOR VICE PRESIDENT, HEAD OF GROUP INTERNATIONAL RELATIONS AND GOVERNMENT AFFAIRS LUFTHANSA GROUP

HEIKO WEIß DIRECTOR PUBLIC AFFAIRS ADVICE PARTNERS

TREND LAB II: MISSION POSSIBLE! HOW TO SUCCESSFULLY WORK WITH MPS IN GERMANY

CORNELIUS BRAND MANAGING PARTNER INSTINCTIF PARTNERS

10.40-11.10PM

THOMAS KROPP

TREND LAB I: GERMAN LEGISLATION - AN IMPENETRABLE JUNGLE?

TREND LAB III: DEALING WITH THE UNTHINKABLE: BREXIT, TRUMP AND AN ERODING PARTY SYSTEM IN GERMANY – A MAP FOR ORIENTATION

JUDITH KLEINEMEYER SENIOR VICE PRESIDENT & HEAD OF PUBLIC AFFAIRS FLEISHMANHILLARD

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FRIDAY,

17TH FEBRUARY 2017

HOW TO REPRESENT INTERESTS AS A FOREIGN/ NON-GERMAN COMPANY SUCCESS IN BRUSSELS? ISSUE MANAGEMENT ACROSS GEOGRAPHIC BORDERS

12.40-1.30PM

1.30-2.00pm Emissions, autonomous driving, access to car data – EU regulation critically impacts business models of the automotive industry. In this presentation you will learn, how Opel as an international car manufacturer manages its public policy issues management at the interface of Brussels, EU member state capitals and the groups European and global headquarters.

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2.00-2.30pm

Germany is Europe’s leading economy and one of the world’s largest economies. It offers a large domestic market and furthermore an easy access to the growing markets in the enlarging European Union. How foreign companies can benefit from representing their interests will be shown in this case.

TBA

LEARN FROM THE BEST: POSITIONING OF A GLOBAL BRAND

2.30-3.00pm What can Public Affairs professionals learn from marketing? A lot fur sure! Just even think about how intensive lovebrands are able to activate and communicate their product. It’s all about brand appeal and how to use it in the right surrounding. The case will stimulate to think about, how to transfer specific mechanisms from the field of marketing to the field of public affairs.

TBA

JOACHIM KOSCHNICKE VICE PRESIDENT, PUBLIC POLICY & INDUSTRY STRATEGY OPEL GROUP

3.00-3.30pm

3.35-5.45pm The best comes for last: On our field trip to the German Bundestag we will have a private guided tour through the Bundestag (Federal Parliament of Germany). After the tour we will have the chance to discuss together with members of the parliament.

The old age of conversations in the lobby will come to a close. Public Affairs 4.0 will reconcile latest social media and new formats of discourse with traditional face-to-face communication. At the heart of the task remains fact-based, credible and consistent engagement on relevant topics.

MARK HAUPTMANN, MP MEMBER OF THE PARLIAMENT GERMAN BUNDESTAG

PATRICK KAMMERER DIRECTOR PUBLIC AFFAIRS & COMMUNICATIONS COCA-COLA GERMANY, DENMARK, FINLAND

SUM-UP & END OF CONFERENCE

FIELD TRIP TO THE GERMAN BUNDESTAG & ROUND TABLE WITH MPs

5.45-6.00PM

COMPANIES STRATEGY AND PUBLIC AFFAIRS

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ADVICE PARTNERS ADVICE PARTNERS is the dependable partner when it comes to advising clients ranging from associations to SMEs or global players in all aspects of political communication. We can put you in touch with decision-makers, will accompany you reliably through political processes and help you represent your interests successfully. Strictly to the point. At local, regional and national level or worldwide.

FLEISHMANHILLARD FleishmanHillard is a global full-service communications agency, whose experts provide strategic and operational counsel across all audiences and channels.

With over 20 years of experience in Berlin, FH’s Public Affairs Team supports clients in developing effective and profitable networks with their intended target groups, in order to make them heard in the political decision-making processes.

INSTINCTIF PARTNERS Instinctif Partners is an international business communications consultancy - a partnership of specialists in reputation, influence and engagement. We globally work with our clients to ignite multiple and complex audiences through deep insight, expert storytelling and creative delivery. Our work drives real and measurable commercial value.

JURKA P.S.A. Jurka P.S.A. acts as interpreter between decision-makers in the political and private sectors. With its Europe-wide network – bases in Berlin and Paris and presences in Vienna and Brussels – and tailor-made strategies, Jurka P.S.A. gets business interests heard at the political level. Building upon more than 20 years of success, Jurka P.S.A. is one of the leading European lobbying consulting firms.

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Media partner: Benefit now from our reduced ticket offer: the first 50 tickets are available at the price of 990 Euro*. Each ticket bought after this offer is expired will be 1.190 Euro*.

*plus VAT Find all information on registration as well as terms and conditions at Right in the middle of Friedrichswerder, the historical quarters between FriedrichsstraĂ&#x;e, Unter den Linden and Spittelmarkt which are based in suburb Mitte only a few minutes walking distance from Hausvogteiplatz and Gendarmenmarkt, you can find the Quadriga Forum.

https://berlin-pa.quadriga.eu/register/

More Information about accomodation and directions: https://berlin-pa.quadriga.eu/venue/

QUADRIGA FORUM Werderscher Markt 15 10117 Berlin www.quadriga-forum.de

DENIZ ĂœSTER PROGRAMME / SPEAKER deniz.uester@quadriga.eu Telefon: +49 (0) 30 / 84 85 90

DENNIS SCHULTZ PARTICIPANTS dennis.schultz@quadriga.eu Telefon: +49 (0) 30 / 84 85 90

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