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R e g i s t e R Now

JUNe 27 & 28, 2013·BRUsseLs

UPD

Ate

EUROPEAN

COMMUNICAT ION SUMMIT2013

INTERNATIONAL CONFERENCE FOR CORPORATE COMMUNICATION AND PUBLIC RELATIONS

“the state of the art in CommuniCations and leadership” +++ Value-added CommuniCations +++

topics include – MEDIA rELATIONS & CAMpAIGNS – CHANGE COMMUNICATION – rEpUTATION MANAGEMENT – COMMUNICATION STrATEGy – pUBLIC AFFAIrS & pOLITICAL COMMUNICATIONS – INTErNAL COMMUNICATION – SOCIAL MEDIA & ONLINE COMMUNICATION – CrISIS COMMUNICATION

Tore prang Airbus

Xavier roussel dole Fresh Fruit Europe

Alex Aiken UK government

Catherine Alexandre delhaize

Lisa Boch-Andersen Microsoft

philippe Borremans Van Marcke group

Jackie Brock-Doyle lOcOg

Melissa Fleming UNhcR

Susan Sheehan Nokia

Annabelle Atchison Microsoft

Ian McNairn IBM

Marc pfitzer FSg

Marie-Gabrielly Cajoly Addax Pertroleum

Laurent Freixe Nestlé

Connie Hedegaard European commission

Anthony Gooch Galvez OEcd

Judith Magyar SAP

Inge Wallage greenpeace

Hans Koeleman KPN Royal dutch Telecom

Bernard Kuiten world Trade Organisation

pierre Goad hSBc Bank

Herbert Heitmann EAcd

Stacey Minton celgene International

Thierry Nicolet Schneider Electric France

Marie Terese Letorney Ask your Voice

Melissa Lamson lamson consulting llc

Margaret O’Donnell British Red cross

Tom Watson Bournemouth University

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Table of Contents PAge

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18

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Welcome from EACD President Herbert Heitmann

Participant Structure

Review

Programme Overview

European Communication Award

Networking

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PAge

PAge

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KEyNOTES

BEST CASES & WOrKSHOpS

pEEr-TO-pEEr SESSIONS

MAIN SESSIONS

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38 Speakers

PAge

42 Service

Programme | Day One Morning Welcome & Opening Keynote

Afternoon 9

Best Cases

15

Best Cases

11

Main Session I

17

Interactive Session: Voice Enhancement

13

Gala European Communication Award

22

Peer-to-Peer Sessions

14

Programme | Day Two Morning

Afternoon

Opening Keynote

25

Skills Lab

30

Main Session II

26

Best Cases

31

Best Cases & Workshops

27

EACD General Assembly

33

Peer-to-peer Sessions

29


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Invitation

Creating Value through Communication The political, social and economic turmoil of the past few years have given rise to a multifaceted discussion about values, ethics and the corresponding responsibilities of the communicator. As the European Association of Communication Directors we have engaged in this discourse on ethics in the communication landscape and the challenge of defining standards for our profession. For this year’s European Communication Summit, we are excited to be continuing this journey and will focus on exploring the theme of value-added communications. For us as modern communicators, the question of value and values presents us with both challenge and opportunity. Organisations increasingly recognise that societal challenges and corporate competitiveness are interlinked, and they understand that responsible business has a greater scope in society. Defining and communicating the corporate character is an important task in creating additional value for our organisations and for our profession. Our first Main Session will explore how communications can drive the authentic enterprise to create shared value and deliver real societal impact. However, the new realities we face in the current economic climate pose further

challenges to our endeavour. With most European countries expecting little or no economic growth once again this year, numbers and financial results are pivotal. Sometimes dismissed as a ‘soft’ discipline, PR and communications are usually the first to face budget cuts. Our second Main Session will debate how our work can be measured and evaluated and thus strategically be positioned at the forefront of an organisation’s structure. Moreover, we will discover the value inherent in our peers, with over 60 speakers delivering insight into the state-of-the-art of our profession to over 600 expected participants. We envision the 7th European Communication Summit as a platform for exchange, debate and networking, as well as reflection on how modern communicators can strive for excellence in activating the corporate character to create and deliver value and public good. I am looking forward to welcoming you on June 27th and 28th in Brussels.

Herbert Heitmann President European Association of Communication Directors


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The Summit Overview

June 27th, 2013 Summit Day One The seventh edition of the European Communication Summit will be moderated again by Karin Helmstaedt and will offer participants different formats to debate strategies, tools, methods and best practice within the field of communications. The highlights of day one will be our first keynote by Connie Hedegaard, a main session on “Translating Ethical Values into Economic Value”, and an interactive session on voice enhancement for all participants.

Gala European Communication Award The EACD board will once again present the European Communication Award during a gala ceremony in the evening of the first day of the Summit. All conference participants are invited to join the award presentation and celebrations that bring a festive conclusion to a busy day. The Award ceremony is going to take place at Albert Hall Complex, Chaussée de Wavre 649651, Brussels.


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COMMUNICATION SUMMIT2013

June 28th, 2013 Summit Day Two The second day of the Summit begins with a keynote speech, followed by a main session which explores value creation through communication. Strategies, best practice and skills in communications will once again be explored in best cases, peer-to-peer sessions and other hands-on formats. Our programme will be concluded with a final keynote on the future of journalism.

EACD General Assembly 2013 After the conference has ended, members of the EACD are invited to attend the association’s annual General Assembly, during which they will review the activities of the network and its Regional and Working Groups over the past year. We invite members to join and discuss the policies and plans of the EACD over the coming year.


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The Summit

Participant Structure Every year, the European Communication Summit gathers a broad range of mid- to senior-level in-house communicators from over 30 different countries. Our participants represent some of Europe’s most renowned companies, associations, institutions and organisations.

Members by Countries

Members by Positions

Head of Communications/ Director of Communications ___________ 28.3% Head of Public Relations _______________ 9.2% Public Affairs Director/Manager __________ 6.8% Managing Director/CEO ________________ 9.4% Communication Manager ______________ 27.6% Head of Internnal Communiactions _______ 8.7% PR-Manager ________________________ 7.3% Press Officer/Spokesperson ____________ 2.7% Other _____________________________ 22.9%

Members by Organisations

Companies ________________________ 62.6% Politics & Institutions _________________ 12.6% Media/Other ________________________ 6.9% Consultancies _______________________ 8.7% Interest Groups, NGOs, Associations ______ 9.1%

Gender

Women ___________________________ 53.5% Men _____________________________ 46.5%

Albania

0,2%

Austria

2,5%

Belgium

17,9%

Bulgaria

1,1%

Croatia

1,1%

Czech Republic

0,4%

Denmark

1,8%

Estonia

0,2%

Finland

3,7%

France

6,1%

Georgia

0,2%

Germany

8,1%

Greece

0,4%

Iceland

1,1%

Ireland

0,4%

Israel

0,2%

Italy

2,3%

Latvia

0,5%

Lithuania

0,2%

Luxembourg

1,1%

Netherlands

11,6%

Norway

3,3%

Oman

0,2%

Poland

1,2%

Portugal

0,7%

Romania

1,9%

Russian Federation

0,9%

Serbia

0,5%

Slovakia

0,2%

Spain

2,5%

Sweden

2,8%

Switzerland

8,1%

Turkey

1,6%

Ukraine

0,7%

United Arab Emirates

0,2%

United Kingdom United States

13,5% 0,9%


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Organisations Represented at the Summit

Hosts

Over 250 people have already registered for this year’s European Communication Summit. We are delighted to welcome participants from some of Europe’s foremost organisations including:

– Addax Petroleum Corporation – AkzoNobel N.V. – Alcatel-Lucent – Algemene Pensioen Groep – Amnesty International – Anheuser-Busch InBev – Arman Ltd. – Atlas Copco Airpower N.V. – Banco Santander Totta S.A. – Bank of England – BASF SE – Bayer MaterialScience AG – Boehringer Ingelheim GmbH – Bournemouth University – British Red Cross – Bundesamt fßr Statistik – Cargill Europe BVBA – Celanese Deutschland Holding GmbH – Celgene International Sårl – Clean Sky Joint Undertaking – Coca-Cola Enterprises Ltd. – Council of the European Union – Danish Crown A/S – Danone Place Schiphol – Danske Bank A/S – Delhaize Belgium – Det Norske Veritas – Deutsche Welle TV – DIAGEO Hellas – Diaverum – Dole Fresh Fruit Europe OHG – Dow AgroSciences SAS – Dow Europe GmbH – Durham University – EADS Sogerma Services – Emmvee Photovoltaics GmbH – Eramet France – Ernst & Young – Erste Group Bank AG – ESB Energy Solutions – ESK Ceramics GmbH & Co. KG – Eurocities – European Association for the Study of the Liver – European Association of Public Banks – European Banking Federation – European Centre for the Development of Vocational Training – European Commission – European Food Information Council – European Industrial Research

– European Investment Fund – European Medical Devices Industry Association – European Ombudsman – European Parliament – Eurosport S.A.S. – Federation of Austrian Industries – Finnish Safety and Communications Agency – Flemish Government – FSG – General Electric Oil & Gas – Getinge Infection Control AB – GlaxoSmithKline – Goodman Group – Government of Romania - NACS / European Commission – Greenpeace International – GreeNudge – Heineken Nederland – Honda Motor Europe Limited – HSBC Bank plc – IBM (United Kingdom) Ltd – ICF Habitat Novedis – Immobiliare.it srl – ING Bank N.V. – International Diabetes Federation – Inter-Wire communications – Kaspersky Labs GmbH – KS (Local Goverment Assoiation Norway) – Lamson Consulting – Liberty Global Europe BV – Luxembourg for Finance – M.video management – Mazars – McCormick France S.A.S. – MED-EL – MERIAL SAS – MERIDIAN TUR TURIZM TIC A.S – Microsoft Corporation – Ministery of Defence – Ministry of Social Affairs and Employment – MÜlnlycke Health Care AB – Monsanto Company – Mubadala Development Company – Mßnchener RßckversicherungsGesellschaft – Nationwide Building Society – Nelt Co d.o.o - Baograd – NestlÊ France – NestlÊ S.A.

– Nokia Oyj – Nordea Invest Fund Management A/S – Novartis International AG – Nyrstar Belgium – Organisation for Economic Cooperation and Development – PlasticsEurope – PSP Group Services AG – PUBLIGroupe S.A. – PUMA SE – Royal Dutch Shell – Royal KPN N.V. – Royal Philips Electronics N.V. – Sage France – Sandvik Coromant AB – SANOFI – SAP AG – Sappi Europe SA – Schneider Electric France – Siemens AG – Siemens Nederland N.V. – Sirris – Smartum Ltd. – Sopharma AD – SOS Kinderdorf International – SSPA Sweden AB – TAQA Bratani Ltd – Taylor Bennett – Terre des Hommes - child relief – The Finnish Real Estate Federation – The Fund of cultural communications\ – The Ministry of the Environment – TNO – TU Delft – Turner Broadcasting System International – Unilever N.V. – United Nations High Commissioner for Refugees – Universität Leipzig – University of Amsterdam – University of Ljubljana – Van Marcke Group – VIM Group – VISA Europe – Volvo AB – Wall Street Journal Europe – World Steel Associaton – World Trade Organization – Yakult Europe B.V – Zurich Insurance Group Ltd

The European Association of Communication Directors (EACD) was founded in Brussels in 2006 and now has over 2,000 members. It is the network for communication professionals from all fields across Europe. The Association meets the needs of communication professionals working internationally, and provides them with support in the face of the exciting new challenges they deal with in the global arena. The EACD offers training, events, meetings and networking opportunities for its members on both a regional and a continental basis, as well as providing online services and publications to assist its members in their professional lives.

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Communication Director is the magazine for corporate communications and public relations in Europe. Published quarterly in English, the magazine documents opinions on important strategic questions in communication, discovers transnational developments and discusses their relevance from a European perspective. In addition, Communication Director presents current studies and news from the world of PR, as well as introducing communication experts who represent the internationalisation of their profession.


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EUROPEAN

T H E E U R O P E A N C O M M U N I C AT I O N S U M M I T

COMMUNICATION SUMMIT2013

PROGRAMME DAY ONE Morning

Afternoon

Welcome & Opening Keynote

9

Best Cases

15

Best Cases

11

Main Session I

17

Interactive Session: Voice Enhancement

13

Gala European Communication Award

22

Peer-to-Peer Session

14

The European Communication Summit is pleased to announce our 2013 programme, which will feature some new and exciting formats and will of course include our past favourites. MAIN SESSIONS

WORKSHOPS

PEER-TO-PEER

KEYNOTES

BEST CASES

SKILLS LABS

During the Summit’s Main Sessions, a group of high-profile inspirational keynote speakers will engage in an interactive discussion with short impulse speeches, aided by several multimedia formats and facilitated by Summit moderator Karin Helmstaedt.

Participants are invited to take part in special summit workshops, given at the same time as the best case slots, but which will last for a full hour. Join some of the top-level communications experts in the field to learn practical hands-on tools and lessons for opitimising your communication strategy.

Use this chance to bounce ideas with like-minded people, create quality relationships and strong connections. The sessions will be kicked-off by a short case introduction before you get the chance to discuss the latest controversial topics with your peers. The moderator will first introduce the topic before guiding through the sessions.

The European Communication Summit will feature various keynotes on this year’s most interesting topics and trends. Confirmed for this year’s Summit is Tracy Corrigan, Editor-in-Chief of the Wallstreet Journal Europe, who will explore the challenges and opportunities for quality journalism in the changing media landscape.

Through a series of best cases from top-level communicators from various industries and organisations from across Europe, participants will be provided with a wide and informative view on the relevant issues in communications today. Best case slots will be featured twice on each day of the programme – giving you the option to mix and match sessions.

Communicating successfully takes a lot more than a nice powerpoint, a suit or a good logo. We all know that to get our messages across takes a little finesse. Through four personal skills workshops, participants can investigate the way they communicate with the world, and can learn some tips for presenting, speech, negotiation, and your career.


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10.00–11.00 | Introduction & Keynote

Thursday, June 27, 2013

Welcome and Introduction The 2013 European Communication Summit will be opened by Herbert Heitmann, President of the European Association of Communication Directors. In his welcome speech, he will invite all of the congress participants to explore the current state of the communications industry, and set the tone for another exciting conference featuring top-class speakers from the worlds of business, the media, politics, NGOs and academia. We are delighted to once again welcome Karin Helmstaedt as the moderator of this year’s European Communication Summit. Karin began participating in the Summit through the European Communication Award, and will be returning to the Summit main stage for a third time as the full programme moderator. Karin will guide us through this year’s most interesting discussions, keynotes, main sessions and new formats.

Herbert Heitmann President, European Association of Communication Directors

Karin Helmstaedt Moderator

+ + + S U M M I T F O C U S : V A L U E - A D D E D C O M M U N I C AT I O N S + + +

Opening Keynote 10.15– 11.00

Communicating Sustainability as driver for change Connie Hedegaard European Commission

Born in 1960, Connie Hedegaard had already been working with climate issues for several years by the time she began her appointment as the EU’s first ever Commissioner for Climate Action in February 2010. In August 2004 she was appointed as Danish Minister for the Environment. In 2007 she was in charge of setting up the Danish Ministry of Climate and Energy, where one of the main tasks was to prepare the UN Climate Conference in Copenhagen in December 2009.

What role for companies and public institutions in communicating climate and sustainability? Sustainable communications are sitting high up on the business agenda, sustainability is no longer only of interest to niche stakeholders. For European companies and institutions, that poses an intriguing opportunity of communicating sustainability to a large audience and a thorny problem of how to do that in an engaging, compelling manner. Communicating sustainability: what next?


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Best Cases | 11.30–12.30 11.30–12.30

Thursday, June 27, 2013

C-Suite Study

The EACD presents a joint research piece on the role and influence of CCOs The European Association of Communication Directors is delighted to present its latest research project, in cooperation with the University of Amsterdam and Russell Reynolds Associates: The Chief Communication Officer and the CSuite. This ambitious research project discusses the role of chief communication officers in executive committees. On the one hand, the questions of how many global companies reserve a seat in the C-Suite for a communication professional is examined, and on the other hand, it explores what

Ingmar De Gooijer Director Communications MedTech Europe, Eucomed, EDMA

Piet Verhoeven Senior Lecturer & Researcher University of Amsterdam

a chief communication officer needs to master to obtain a seat in the executive committee according to chief executive officers. With this research project, the EACD joins an on-going debate about the growing role and influence of the communicator within modern organisations. The EACD invites you to discuss our findings and its implications on the future role of chief communication officers with the following experts:

Herbert Heitmann Executive Vice President External Communications Royal Dutch Shell Plc

Learning from the next generation of communicators

EACD Young Communicator’s Award Young communicators from the digital native generation bring fresh ideas and new voices to the profession. The EACD aims to support young PR professionals by recognising innovative and creative projects in the field of communications. During the European Communication Summit, three shortlisted nominees will present their projects to an audience of senior communicators. Participants will then vote for the winner who will receive the award at the evening gala ceremony.


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11.30–12.30 | Best Cases

Thursday, June 27, 2013

Internal Communication

Bringing Delhaize Group’s vision and values to life

Catherine Alexandre Vice President Internal & Sustainability Communication Delhaize Group

Creating Chemistry – Communicating BASF’s Corporate Strategy

Vision and values are a critical component of any organisation. What steps has the international retailer the Delhaize Group (present in three continents and 11 countries) taken over the past three years to ensure all employees understand the group’s vision and values, and how they can support it at work or in the community? This is a fantastic opportunity to learn about the cultures and personalities in this global group.

Working Group Finance and Insurance

11.30 – 13.00

Communication and Multilingualism in financial Services

Hannelore LeeJahnke School of Translation and Interpretation of the University of Geneva

Hans Van den Boer CLS Communication AG

Social Media & Online Communication

The future of PR – it’s life or death for us

The Working Group Finance and Insurance headed by Miriam Roemers, Director of Communications and Public Relations at the European Association of Public Banks is going to debate the topic “Communication and Multilingualism in Financial Services – Paradigm shift and consensuses to make”. Prof. Hannelore Lee-Jahnke, Director of the multilingual Department at the School of Translation and Interpretation of the University of Geneva joins Daniel Funk, senior financial copywriter at CLS Communication AG, who has spent more than 17 years as a communication specialist in different Swiss banks, to debate the importance of multilingualism. Prof. Lee-Jahnke is going to analyse the dominance of English as a lingua franca and the importance of multilingualism in politics, media and culture, science and business while Daniel Funk will highlight particularly the role of multilingualism with regard to client communication and stakeholder relations. The session will be followed by an Q&A moderated by Hans Van den Boer, Area Business Development Manager at CLS. The Working Group session will be followed by an internal Working Group Meeting between 12h.45 and 13h.00 in the same room.

Daniel Funk CLS Communication AG

Dr. Stefanie Wettberg Vice President Corporate Communications BASF SE

BASF’s “We create chemistry” strategy was launched at the end of 2011. The successful initial communication included an information package in 19 languages for the more than 110,000 employees of BASF Group. In 2012 and 2013, communications kept the momentum going: At events around the world and in a new magazine, employees, customers and experts are discussing how innovation can contribute to a sustainable future. Stefanie Wettberg will present how communications helps to create chemistry – and supports the success of the company’s strategy.

Miriam Roemers European Association of Public Banks

Annabelle Atchison Social Media Manager Microsoft

It‘s an age-old quarrel between PR and marketing: who owns the company’s communications? The truth is, in the age of social media, it belongs to all, right down to every employee. Through that arises the need for a new kind of communication management. Will PR rise to the challenge? Or “die”, as a mere function within marketing? Microsoft Germany’s Social Media Manager Annabelle Atchison, whose roots are in PR, shows the steps Microsoft has taken to professionalise social media, and is looking for open discussion on where PR needs to move to survive.

I am a crisis: a surprising campaign with surprising results

Margaret O’Donnell Head of Digital British Red Cross

A few years ago, the British Red Cross recognised that, while they had a well recognised brand as an international humanitarian charity, many people didn’t know about all the services they provide in the UK. So they set out to correct that impression with an integrated brand campaign. A television advert wasn’t a traditional charity ad, provoking strong reactions online. Margaret O’Donnell will explore how the campaign succeeded in the ambition of increasing recall and relevance.


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Best Cases | 11.30–12.30

Crisis Communication

Navigating through change and crisis

Susan Sheehan Senior Vice President of Communications Nokia

Nokia has faced a number of complex communications situations while refocusing its business strategy. During this time of remarkable change, communications has played a central role in aligning employees, partners, developers, customers and shareholders. The award-winning Nokia communications team has developed an approach for aligning stakeholders during intese moments of change and potential crisis. Susan Johannsen Sheehan, Senior Vice President of Communications, will discuss how Nokia is using communications to help naviagate through difficult moments and shift perceptions.

Thursday, June 27, 2013

Communication Strategy

Olympic Games London 2012

Jackie Brock-Doyle OBE Director of Communications & Public Affairs LOCOG

The best of all communication strategies: Owning the future

Workshop

The new normal: Brand efficiency alignment & improvement

Marc Cloosterman CEO VIM Group Brand Implementation

Jackie Brock-Doyle, Director of Communications and public affairs at London 2012, describes winning the bid to host the Olympic Games and Paralympic Games in 2012 as “the greatest buzz of my career”. Learn how she and her team delivered this hugely challenging and complex project, the result of years of planning and the culmination of countless hopes and dreams - a truly unique communications and public affairs opportunity.

The increased number of communication channels has created a need for a more process driven approach for branding across touch points. Increasingly brand promises are not met by brand proof. Marc will explore core insights he has gathered by advising multinational organisations. The session will be interactive and will demonstrate how to: • align brand promise with brand proof across touchpoints and media • increase consistency in brand experience across multiple touch points and senses • shorten the time to market • realise significant annual cost savings

Tore Prang Vice President Communication Strategy and Strategic Programmes Airbus

Innovation cycles in the aviation industry are long….very long. As the world’s leading commercial aircraft manufacturer, it is critical for Airbus to be seen at the leading edge of global innovation in the sector. Tore Prang Vice President Communication Strategy and Strategic Programmes at Airbus will give an overview of the strategy behind the global success of “The Future by Airbus”. A strategic communications platform designed to both demonstrate and create multi stakeholder discussion around the future of aviation in 2050 and beyond. By leading the discussion about the future, “The future by Airbus” has shown significant impact on the company’s brand, its customer relationship and employee engagement. “The Future by Airbus” has won a European Sabre Award for business to business communications and Stevie gold global communication award.

Workshop

Getting results by aligning reputation insights with business strategy

Milorad Ajder Managing Director Ipsos MORI Reputation Centre

Maximising the value of reputation is clearly high on the corporate agenda and organisations are focused on developing evidence based strategies that will enable then to make the most of this strategic asset. The modern communications leader in many organisations now sits at the top table – participating in discussions and strategic planning that goes beyond the traditional realms of PR and Communications. Bringing the voice of the stakeholder into the organisation is still a critical role but understanding the implications of what they have to say on business performance as well as license to operate guarantees the attention of key people across the organisation.


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Interactive Session 1.45– 2.45

13

Your most Valuable and Organic Communication Tools: your Voice & Persona! What do you think about the sound of your Voice? How would other people describe your Voice & Persona? Are you optimising your Voice’and enhancing your Persona to its maximum potential to obtain effective results for yourself and for your organisation? This interactive session with Marie Terese will demonstrate why your most valuable and organic communication tools are your voice and persona. Enhance your professional impression and learn how to maximize your capacity to carry through your deliverance by sustaining a lasting and memorable impression with confidence, assertiveness, ease and impact no matter what language whether in negotiations, presentations, conference calls, meetings, interviews, webinars or telepresence.

Topics will include: — Building your own presence; your PERSONA — VOICE preparation for projection, interpretation, language articulation — Topics include addressing ANXIETY, control from speaking with fast tempo — How to sustain BREATH SUPPORT and STAMINA throughout delivery — Interaction with audience —Q&A

Marie Terese Letorney Ask Your Voice

Marie Terese Letorney, Founder/Managing Director of Ask your Voice, is an opera singer with over 20 years of experience singing in renowned European operatic and concert stages and obtained a masters in Management. With this unique combination, Marie developed her innovative method Ask your Voice for all languages which is creative, effective and of high quality to assist the professional “to optmise their Voice” and “enhance their Persona” to their fullest capacity. Numerous seminars and master classes have been presented in various international corporations, institutions, universities and associations inclduing the European Commission and European Parliament receiving positive and winning results.


11.30– 12.30

Finding your Story Whether read in a novel, viewed in the movies or heard over a coffee with friends, the best stories engage and enlighten. Good stories not only stick in one’s mind but they address the heart. Storytelling is a powerful tool and an increasingly necessary part of leadership especially in the corporate world. Storytelling serves to form vital and lasting links between the organisation and stakeholders but also between employer and employee. This Peer-to-Peer Session will help you find your story and the best way to channel and share your story with the outside world. Moderator: Anne Villemoes, Corporate Communications Director, Danish Crown Changing the reputation of one of Denmark’s largest companies made her an expert, both in moderating and storytelling. Discuss with her how to bond with stakeholders in the long run.

+++ LEARNING FROM YOUR PEERS +++

PEER 2 PEER

+++ LEARNING FROM YOUR PEERS +++

Sessions

3.15– 4.15

Campaigning outside the box Campaigning is the organized effort to influence decision making and shape public attitudes. It is an essential communications tool found in all sectors from public to private to political. Today‘s marketplace with its numerous information channels and social media networks had made campaigning both easy and inexpensive (anybody can create a blog and do it) but incredibly competitive. In order to stay ahead of the game, campaigns must seize the moment, involve key players in the debate and be supported by the Organisation’s wider communications’ strategy. Moderator: Anthony Gooch Galvez, Director Public Affairs & Communications, OECD Having headed the the European Commission’s Media and Public Diplomacy operations in the UK as well as in the United States before becoming Director of Public Affairs & Communications at the OECD makes Anthony Gooch Galvez an expert when it comes to extraordinary PR campaigs.


I N T E R N AT I O N A L C O N F E R E N C E F O R C O R P O R AT E C O M M U N I C AT I O N A N D P U B L I C R E L AT I O N S

Thursday, June 27, 2013

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3.15–4.15 | Best Cases

Public Affairs & Political Communication

Going local: communication and information as essential parts of good governance Achieving efficient, reliable and value-added customer relationships as government

The German city of Eberswalde is getting ready for the challenges of 2030

Organised by the Flemish Government, the Flemish Infoline provides citizens with a toll free telephone number to call for any government information they seek. Ensuring this efficient and effective service is no simple task, as a high quality service on a broad range of topics needs to be ensured, while at the same time achieving cost-effective gains. Mireille Van Pollaert Manager Flemish Infoline

Harald Händel Head of Press & Communications City of Eberswalde

Change Communication

Change & cross-cultural communication: two sides of the same coin

Marie-Gabrielle Cajoly Corporate Head of Communications & CSR Addax Petroleum

The dynamics of organisational change and the successful acceptance of change by employees are deeply rooted in the recognition given to a set of cultural features: mainly language, personal and collective attitudes, behaviours, and values. The past decades have witnessed an explosion of M&As and subsequent growing interest in integration management strategies. In this presentation, Ms. Cajoly offers insights into a cross-cultural management programme implemented at Addax Petroleum Corporation after its acquisition by giant Sinopec - Chinese state-owned company and world‘s second largest oil refiner in order to transform itself and revamp its business culture by capitalising on its culturally diverse profile.

Communication changes The motoring industry is a very diverse and dynamic industry. This applies to the respective legislation, the product development as well as the customer requirements. Rigid communication patterns have long been replaced by continuously evolving message creation and usage of new communication channels. Communication has to adapt to changes – does it also drive changes? Christoph Rust Manager European Product PR Honda Motor Europe Ltd.

Preparing the Strategic guidelines for 2030 in the city of Eberswalde (located 50 km north of Berlin) the challenges, projects and timetable are being discussed between the mayor and his administration, members of the city parliament and the citizens. Participation and dialog should guarantee a high acceptance and identification. What role does communication play in this context and which tools and networks can make the process work?

Public Affairs & Political Communication

Communicating on a humanitarian catastrophe

Melissa Fleming Head of Communications & Chief Spokesperson UNHCR

More than wo years of violence in Syria has driven millions of citizens from their homes both inside Syria and into neighbouring countries. It is the role of the United Nations High Commissioner for Refugees to offer these people life-saving assistance and basic shelter and care. In this talk, Melissa Fleming will reveal how the UNHCR uses strategic communications to drive global public sympathy and engage donors.

Workshop

At last: A clear dollar value for reputation

Tom Vesey European Chief Executive CARMA International

With the sustained economic crisis, two trends are on collision course: • The demand by management that communications align with the enterprise-wide demand to demonstrate a dollar value for their work – at its core sustaining reputation • The lack of an academically valid and reliable methodology for deriving a dollar value enterprise reputation Together with its sister firm, Risk 2 Reputation, CARMA International will present a methodology which enables enterprises to monitor the impact on value of the fluctuations in reputation.


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Best Cases | 3.15–4.15

Thursday, June 27, 2013

Reputation Management

How to build a reputation strategy that works

Reputation management in a digital world

In a world where stakeholder audiences are sophisticated and information flows are multi-directional building a reputation strategy that works is hugely challenging. Pierre Goad will share what HSBC has learned about the limits and opportunities confronting communicators in managing reputation.

Pierrie Goad Global Co-Head of Communications HSBC Bank

Alex Aiken will set out how corporate reputation can be managed and enhanced in a world of 24/7 media, digital debate and multiple stakeholders. He will focus on how effective communications can guide an organisation and how communicators need to change, and will also set out how communication teams need to develop to meet the challenge of open public debate. Alex Aiken Executive Director of Government Communications UK Government

Media Relations & Campaigns

Pre-Summit Workshop / Wednesday 26.6.2013

Creating a good PR campaign Steering your way through a crisis: A Workshop is not ... a trick by CS&A In 2011 Immobiliare.it wanted to increase its brand awareness and bring new traffic to the site through a powerful media relation strategy. To reach the goal thinking out of the box had to be the rule. Halloween was the solution, and this was not a trick!

Andrea Polo Communication Director Imobiliare.it

Caroline Sapriel Founder & Managing Director CS&A International Risk & Crisis Management

“Schneider Electric Best PR Agency Award” campaign for PR efficiency and effectiveness

Thierry Nicolet Senior Vice President Press Relations Schneider Electric France

Thierry Nicolet will be sharing his experience conducting a yearly campaign aimed at increasing the efficiency of PR agencies through measurement, motivation and best practice sharing. In this session, the latest developments in the field of evaluation at Schneider Electric, such as KPIs and other measurement tools, will be discussed (say good bye to “equivalent advertising”). We will also look at the different marcom demand drivers which result in a purchasing decision and then focus and analyse PR’s contribution to sales with actual numbers.

The complexities of managing crises in a globally connected world have increased in recent years. Political and economic interdependencies are forcing organisations to engage with ever more stakeholders to manage risk. Moreover, 24-hour instant news and social media are exerting a level of pressure and scrutiny previously unseen. This workshop, led by Caroline Sapriel, will arm participants with strategies for fast track stakeholder mapping, pro-active scenario planning and social media communication via a dynamic custom-designed scenario played out on the ICONSnet on-line simulation platform.

Workshop

Convergence, Big Data and Doing The Job Better

Philip Lynch Director, Media Evaluation Kantar Media

How do we optimise the value of PR in a converging media world? What is the real value of Big Data, and what are the practical and commercial benefits to PR practitioners? How do data insights drive better communications decisions and competitiveness? In this in-depth workshop, Philip Lynch will investigate the forces which are shaping today‘s media and the management of communication. The session will be based around practical demonstrations of insight techniques and case studies to prove the value of PR in the communications mix.


I N T E R N AT I O N A L C O N F E R E N C E F O R C O R P O R AT E C O M M U N I C AT I O N A N D P U B L I C R E L AT I O N S

Main Session One 4.45– 6.00

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+ + + S U M M I T F O C U S : V A L U E - A D D E D C O M M U N I C AT I O N S + + +

Translating Ethical Values into Economic Value

Karin Helmstaedt Moderator

As the business landscape is evolving, ethics obtains market value. Successful business strategy is not solely concerned with numbers and profit, but must know and emphasise the enterprise’s value and authenticity; ethical principles are at the core of the corporate character. From compliance to internal communication, this fact cannot be neglected. Indeed, strengthening the link between business strategies and social practices has gained importance in modern management. And so has the practice of responding to an increasing recognition that societal challenges and corporate competitiveness are interlinked. This three-part session will explore how businesses can understand their purpose in society and shape their capabilities to deliver vast social impact and behavioural change creating shared value for the organisation and its stakeholders.

Marc Pfitzer Managing Director FSG

Gunhild A. Stordalen Founder & CEO GreeNudge

Laurent Freixe Executive Vice President Nestlé Europe

Marc Pfitzer, Managing Director of social impact consultants FSG, will talk about the practices that allow companies to innovate for shared value.

Gunhild A. Stordalen is the CEO and Founder of the environmental organisation GreeNudge, which aims to initiate, fund and promote research into behavioural change as a climate measure.

Laurent Freixe, CEO of Nestlé Europe, plays a decisive role in leading the Nestlé Nutrition Health & Wellness mission and making Nestlé Europe a profitable growth zone for the Group.


EUROPEAN

T H E E U R O P E A N C O M M U N I C AT I O N S U M M I T

COMMUNICAT ION SUMMIT2013

Viviane Reding, European Commission 2010

Thomas Sevcik, Arthesia 2011

Philippe Borremanss, Van Marke 2011

Dani Meyer, Danone 2011

Leandro Herrero 2012

Javier Moreno, El Pais 2011

Christof Ehrhart, Deutsche Post DHL 2011

REVIEW 2007–2012

Jon Iwata, IBM 2012

Jörg Asmussen, European Central Bank 2012

Hu Shuli, Ciaxin Media 2012


I N T E R N AT I O N A L C O N F E R E N C E F O R C O R P O R AT E C O M M U N I C AT I O N A N D P U B L I C R E L AT I O N S

Anne Villemoes, Danish Crown 2010

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Mark Bolland, Marks & Spencer 2012

James Appathurai, Spokesman, NATO 2009

Micael Dahlén, Stockholm School of Economics 2011

Martin Hiller, WWF 2009

Caroline Guillaumin, Société Générale 2009

WHERE EUROPE’S COMMUNICATION COMMUNITY COMES TOGETHER

Marc Bolland, CEO, Marks & Spencer 2012

Alastair Campbell. Former Spokesperson, British Labour Party 2010

Join more than 600 senior-level communicators to learn and discuss about the latest developments in communications

Markus Siegler, Fifa 2007

Eva Vieleborg Hald, Danske Bank 2011


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Programme

THURSDAY, JUNE 27, 2013 9.30–10.00

D oor s ope n

10.00–10.15

W E L C O M E A N D I NT R ODUC T I ON Karin Helmstaedt Moderator

Herbert Heitmann EACD

10.15–11.00

Keynote I

Communicating Sustainability as driver for change – Opening Keynote

Connie Hedegaard European Commission

The Summit keynotes are unique opportunities to listen to special personalities and fresh outtakes and perspectives on current events, future trends and political and economical developments. This year’s opening keynote will be announced on our website soon. In a year in which the fast-paced nature of global change has become clearer than ever, the Summit is an opportunity to look at what has changed, who are the new key players, what will the future look like and how these changes affect our profession.

11.00–11.30

C of f e e Br e a k

11.30–12.30

BE S T CA S E S Social Media & Online Communication

Olympic Games London 2012

The Future of PR Bringing Delhaize Navigating Through The new normal: – It’s Life or Death Group’s Vision and Change and Crisis brand efficiency for us Values to Life alignment & Susan Sheehan Nokia improvement Annabelle Atchison Catherine Alexandre

Jackie Brock-Doyle OBE LOCOG

12.30–1.45 1.45–2.45

RESEARCH

WO RKS HO P S

Communication Strategy

Internal Communication

Microsoft

Delhaize Group

The best of all communication strategies: Owning the future

I am a crisis: a surprising campaign with surprising results

Creating Chemistry - Communicating BASFs corporate strategy

Tore Prang Airbus

Margaret O’Donnell British Red Cross

Dr. Stefanie Wettberg BASF SE

Crisis Communication

Partner Workshop

Peer-to-Peer Session

EACD Working group meeting 11.30-1.00

Finding your Story Communication and Multilingualism Anne Villemoes Danish Crown in Financial Services

Marc Cloosterman VIM Group Brand Implementation

Miriam Roemers European Association of Public Banks Prof. Hannelore Lee-Jahnke School of Translation and Interpretation of the University of Geneva Daniel Funk CLS Communication AG Hans Van den Boer CLS Communication AG

Getting results by aligning reputation insights

C-Suite

The Chief Communication Officer and the C-Suite Ingmar De Grooijer MedTech Europe, Eucomed, EDMA Piet Verhoeven University of Amsterdam Herbert Heitmann EACD President Russell Reynolds Associates

Milorad Ajder Ipsos MORI Reputation Center

Lunch Interactive Session Marie Terese Letorney Ask your Voice

Your Most Valuable and Organic Communication Tools: Your Voice & Persona! 2.45–3.15

R oom C h a n g e

3.15–4.15

BE S T CA S E S Reputation Management

WO RKS HO P S Media Relations & Campaigns

How to build a “Schneider Electric reputation strategy Best PR Agency that works Award” campaign for PR efficiency Pierre Goad HSBC Bank and effectiveness Thierry Nicolet Schneider Electric France

Change Communication

Public Affairs & Political Comms

Change Communication & Cross-Cultural Communication: two sides of the same coin

Communicating At last: A clear on a Humanitarian dollar value for Catastrophe reputation Melissa Fleming UNHCR

Partner Workshop

Tom Vesey CARMA International

Peer-to-Peer Session

Skills lab

Campaigning Out of Defining Social the Box Media KPIs Anthony Gooch Galvez OECD

Philippe Borremans Van Marcke Group

Marie Gabrielle Cajoly Addax Petroleum

Reputation Management in a Digital World

Creating a good PR Communication campaign is not... Changes a trick Christoph Rust

Alex Aiken UK Government

Andrea Polo Immobiliare.it

Honda Motor Europe Ltd.

Achieving a professional, efficient, reliable, valueadded customer relationship as government Mireille Van Pollaert Flemish Infoline Harald Händel City of Eberswalde

4.15–4.45 4.45–6.00

R oom C h a n g e & C o f f e e Bre ak Main Session I

Translating Ethical Values into Economic Value FROM 8.00

G a l a E U RO P E A N C OMMUNI CAT I ON AWAR D

Gunhild A. Stordalen GreeNudge

Marc Pfitzer FSG

Laurent Freixe Nestlé Europe

Karin Helmstaedt Moderator


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FRIDAY, JUNE 28, 2013 9.00–9.30

D oor s ope n

9.30–9.45

W E L C O M E A N D I NT R ODUC T I ON

9.45–10.15

Keynote II

Karin Helmstaedt, Moderator

Tracy Corrigan Wall Street Journal Europe

Quality Journalism in a changing media landscape 10.15–11.30

Main Session II

Creating Value through Communication 11.30–12.00

R oom C h a n g e & C o f f e e Bre ak

12.00–1.00

BE S T CA S E S

WO RKS HO P S Internal Communication

Crisis Communication

Partner Workshop

The secret to great leadership is great Communications

Delivering transparency: A digital journey Xavier Roussel Dole Fresh Fruit

Crisis communication instead of communication crisis

Putting values into Employees action at Berendsen as Brand Embassadors Birgitte Jespersen Skade

Judith Magyar SAP

More than Just Words: Internal Communications as a tool for Engagement Stacey Minton Celgene

Prof. Dr. Marc Langendorf Siemens AG

Transforming Internal Communications: From News Pipeline To Collaborative

Online crisis communication of Deutsche Bahn

Olga Podoinitsyna VTB Capital

1.00–2.00

Lunch

2.00–3.00

BE S T CA S E S

How we inspire collaboration and knowledge sharing in a large global organisation Ian McNiarn IBM

Kathatina Junge Deutsche Bahn Group

Peer-to-peer Session

Hans Koeleman KPN Royal Dutch Telecom

Insights and Future Challenges for Communication Directors Ansgar Zerfaß Universität Leipzig Dejan Vercic University of Ljubljana

Bryan Dumont APCO Worldwide

Regine Coqueran-Gelin Alcatel-Lucent

WO RKS HO P S Change Communication

Public Affairs & Political Comms

Building a corporate digital strategy: the EU Council example

Change Happens

Speaking on behalf Winning confidence Trending topics in Digital of the voiceless back in the the communication communications: financial sector field a strategic asset in Frank Schultz-Jagow Amnesty International creating a valuable Klaus Fridorf Regina Pinna-Marfurt Nordea USI Università della Svizzera story

Keep Walking Greece: The campaign that inspired an entire nation in its time of need.

ECM

How to build a champion brand

Media Relations & Campaigns

Frank Hilgenfeld Emmvee Photovoltaics

Aurelie Valtat Council of the European Union

Reputation Management

Career Workshop

Peer-to-peer Session

italiana Communication Management Lisa Boch-Andersen Executive Education Microsoft Betteke van Ruler University of Amsterdam

How Sportlifestyle Communicating company PUMA trade: how to keep manages its your cool Transformation Bernard Kuiten Ulf Santjer Puma

Mark Aris Diageo Greece

3.15-4.00

RES EAR CH

Social Media & Online Communication

Berendsen Textile Service Isabel Collins Radley Yeldar

Tom Watson Bournemouth University

Inge Wallage Greenpeace

Communication Strategy

The role of strategic communications in supporting international expansion

3.00–3.15

Andre Manning Philips

R oom C h a n g e Keynote III

Current trends in communications 4.00–4.15

C of f e e Br e a k

4.15–5.45

E A C D G e n e r a l Asse m b l y

World Trade Organization

The thrills & chills of building & protecting global reputation in healthcare Michele Galen Novartis

Skills Lab

Developing Global Mindset for Business Success: Intercultural Skills for Communicators Melissa Lamson Lamsom Consulting LLC

Karin Helmstaedt Moderator


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T H E E U R O P E A N C O M M U N I C AT I O N S U M M I T

EUROPE A N C OM M U N IC AT ION AWA R D T H U R S D AY, J U N E 2 7 , 2 0 1 3 窶「 8 . 0 0 P M ALBERT HALL COMPLEX 窶「 CHAUSテ右 DE WAVRE 649-651 B-1040 BRUSSELS


THE GALA THE EUROPEAN ASSOCIATION OF COMMUNICATION DIRECTORS (EACD) will gather about 500 leading personalities from business, media, politics and society for a fun, glamorous and fascinating networking evening

on June27th, 2013. The EACD will honour the individual or institution that has demonstrated communciations excellence in Europe in the past year with the EUROPEAN COMMUNICATION AWARD.


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EUROPEAN

T H E E U R O P E A N C O M M U N I C AT I O N S U M M I T

COMMUNICATION SUMMIT2013

PROGRAMME DAY TWO Morning

Afternoon

Opening Keynote

25

Skills Labs

30

Main Session II

26

Best Cases

31

Best Cases

27

Host: The EACD

33

Peer-to-Peer Sessions

29

The European Communication Summit is pleased to announce our 2013 programme, which will feature some new and exciting formats and will of course include our past favourites. MAIN SESSIONS

WORKSHOPS

PEER-TO-PEER

KEYNOTES

BEST CASES

SKILLS LABS

During the Summit’s Main Sessions, a group of high-profile inspirational keynote speakers will engage in an interactive discussion with short impulse speeches, aided by several multimedia formats and facilitated by Summit moderator Karin Helmstaedt.

Participants are invited to take part in special summit workshops, given at the same time as the best case slots, but which will last for a full hour. Join some of the top-level communications experts in the field to learn practical hands-on tools and lessons for opitimising your communication strategy.

Use this chance to bounce ideas with like-minded people, create quality relationships and strong connections. The sessions will be kicked-off by a short case introduction before you get the chance to discuss the latest controversial topics with your peers. The moderator will first introduce the topic before guiding through the sessions.

The European Communication Summit will feature various keynotes on this year’s most interesting topics and trends. Confirmed for this year’s Summit is Tracy Corrigan, Editor-in-Chief of the Wallstreet Journal Europe, who will explore the challenges and opportunities for quality journalism in the changing media landscape.

Through a series of best cases from top-level communicators from various industries and organisations from across Europe, participants will be provided with a wide and informative view on the relevant issues in communications today. Best case slots will be featured twice on each day of the programme – giving you the option to mix and match sessions.

Communicating successfully takes a lot more than a nice powerpoint, a suit or a good logo. We all know that to get our messages across takes a little finesse. Through four personal skills workshops, participants can investigate the way they communicate with the world, and can learn some tips for presenting, speech, negotiation, and your career.


Keynote Two

Quality Journalism in a Changing Media Landscape Tracy Corrigan Editor-in-Chief Wall Street Journal Europe

Tracy Corrigan is a business journalist with 20 years‘ experience of reporting and financial commentary in both London and New York. She is editor of the Wall Street Journal Europe and former assistant editor of the Daily Telegraph. She has also worked at Dow Jones newswires and the Financial Times where she worked as a reporter, New York correspondent, Lex writer, editor of FT.com, news editor and ultimately head of Lex.

Loss of advertising revenue and competition from social media are just two critical factors that have made the state of the media so precarious in recent years. Quality journalism needs resources, time and freedom from commercial interests, yet these are all under threat in the new media landscape. This session will explore the challenges and opportunities for journalism and the wider media. Tracy Corrigan will contribute to this session with 18 years of experience at the FT.


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Main Session Two 10.15– 11.30

+ + + S U M M I T F O C U S : V A L U E - A D D E D C O M M U N I C AT I O N S + + +

Creating value through communication With most business textbooks still granting the communications department no more than a sidekick role in the realm of marketing, it is not surprising that PR is often among the first targets of budget cuts. Communication is still dismissed by many as a soft discipline. Yet most organisations would agree that communication and dialogue with stakeholders is now more crucial than ever, given that we are living in a networked society. This three-part session will present insight into the power relations of the corporate structure and debate how an authentic communication enterprise can be positioned at the forefront of an organisation, with a focus on value creation through communication. Karin Helmstaedt Moderator

Andre Manning Vice President & Global Head of External Communications Philips

Inge Wallage Communications Director Greenpeace

Tom Watson Professor Bournemouth University

Andre Manning, Vice President and Global Head of External Communications at Royal Philips Electronics, will share insights into using a measurement system for Royal Philips to assess the value of public relations and how to move the needle from output towards outcome.

Speaking on communications evaluation and strategy within Greenpeace, Inge Wallage, Communication Director at Greenpeace International, will highlight the value creation through communication.

Tom Watson, Professor of Public Relations in the Media School at Bournemouth University, will highlight the value of communications in the form of ROI and KPI from an academic point of view.


I N T E R N AT I O N A L C O N F E R E N C E F O R C O R P O R AT E C O M M U N I C AT I O N A N D P U B L I C R E L AT I O N S

12.00–1.00 | Best Cases

Friday, June 28, 2013

Internal Communication

Social Media & Online Communication

More than just words: internal communications as engagement tool

Stacey Minton Public Relations Director Celgene

27

There are direct links between good communications with employees and the engagement levels that employees have with their employers. How can communications foster meaningful engagement that has a tangible impact on the business? What are the requirements for good communications that supports the business and meets the needs of employees? This presentation will look at examples of communications that have worked and lessons where new approaches are needed.

Delivering transparency: A digital journey

Xavier Roussel Marketing & Communication Director Dole Fresh Fruits Europe

In a climate of consumer mistrust surrounding food and growing concerns on environmental and social issues fuelled by the recurrent crisis across Europe, Dole Fresh Fruit Europe’s Marketing and Communication Director Xavier Roussel presents the approach developed by Dole within the European fresh fruit industry to reposition its brand and communicate about its corporate responsibility and sustainability programs. This best-case award-winning project engages consumers through an innovative digital journey to the origin of their fruit.

Transforming internal commu- How we inspire collaboration nications: From news pipeline and knowledge sharing in a to collaborative platform large global organisation

Regine Coqueran-Gelin Vice President Corporate Communications and CRS Alcatel-Lucent

Engaging employees in a free exchange of ideas, soliciting opinions and facilitating relationship building not only ties employees to the mission of the business but drives emotional ownership of the results. This has become the evolved role of internal communications at Alcatel-Lucent. More than pushing information, Alcatel-Lucent plants the seeds of discussion and guides the dialogue. Regine Coqueran-Gelin, Vice President Corporate Communications for Alcatel-Lucent, will discuss how, by using a multi-channel approach and staying close to the conversations, internal communicators at Alcatel-Lucent are moving from top-down presenters to collaborative provocateurs.

Ian McNiarn Innovation & Social Collaboration Program Director IBM

IBM is arguably the most socially advanced global technology company with a legacy stretching back over 100 years. But how did it transition from a traditional company to one where the norm is an expectation of being able to instantaneously team up around the clock with global experts, as well as locally experienced partners, at a moments notice? It isn‘t just a question of technology, but rather the adoption and utilisation philosophy which stretches from a top-down as well as a bottom-up approach. Ian Mcnairn will discuss the tips, techniques, tricks and problems associated with getting a 400,000+ organisation to become a social business.

Workshop

Putting values into action at Berendsen An international business which had grown through acquisition, Berendsen was localised and fragmented. Birgitte Jespersen Skade of Berendsen and Isabel Collins of Radley Yeldar will look at how they met the challenge with a programme to create unity, involving all employees to reinforce what the company stands for and work collaboratively to put those values into action.

Birgitte Jespersen Skade Director, Group Marketing Berendsen Textile Service (Berendsen plc)

Isabel Collins Head of Employee Engagement Radley Yeldar


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Best Cases | 12.00–1.00

Friday, June 28, 2013

Crisis Communication

Crisis communication instead of communication crisis: Objectives and necessity of communication in times of crisis

Prof. Dr. Marc Langendorf Head of Strategic Planning Department of Corporate Communications Siemens AG

Immediately after BenQ, the former Siemens mobile phone division, filed for insolvency at the end of 2006 the Public Prosecutor’s Office of Munich started to investigate in one of the biggest corruption scandals in recent history. The consequences were payments of several billion Euros to the SEC (Security Exchange Commission), the German state and a lot of lawyers. Today Siemens is in a better business position than ever. The reputation is restored. The last few years have been a challenge for communications. Prof. Dr. Marc Langendorf, Head of Strategic Planning of Communications at Siemens, dares to look “back and beyond“.

Online crisis communication of Deutsche Bahn: Digital crisis strategy and best practice cases

Katharina Junge Deputy Head of Social Media Deutsche Bahn Group

Social Media provides many opportunities, but also involves risks. Nevertheless, the DB Group has decided to engage in a dialogue with its customers and other stakeholders via the social web. A comprehensive digital crisis strategy is the foundation for this endeavor. Deutsche Bahn has successfully managed critical situations through proactiveness, quick decision-making and humor as well as a fair degree of self-mockery to appeal to users. Katharina Junge will present some best practices of how DB converted critical discussions on the social web into positive topics.

Communication Strategy

The secret to great leadership The role of strategic is great communications communications

Judith Magyar Communications Director SAP

According to the European Communication Monitor 2012, 84 per cent of specialists surveyed believe top management lacks understanding of communications. The good news about this sad state of affairs is the opportunity for communication professionals to move towards a new, strategic management function which includes responsibility for educating management to communicate better and thereby become better leaders. Judith Magyar explains how leaders at the global software giant SAP are learning to use powerful tools such as storytelling, design thinking and social media to communicate more effectively about the company’s revolutionary innovations in mobility, big data and the cloud.

Olga Podoinitsyna Member of the Board, Global Head of Communications & Marketing VTB Capital

Few organizations face the international communications challenges seen by Russian investment banks working in emerging markets. A complex web of political, economic & financial factors impact perceptions across the world. Olga Podoinitsyna will share her experiences of taking a newly launched investment bank to the position of being a globally recognized force in Emerging Market investment. Overcoming media skepticism & launching a hugely successful international investment forum, VTB Capital has brought in over 400 ECM and DCM deals, which were instrumental in attracting more than USD 162.7bn worth of investments to Russia and CIS since 2008.

Workshop

How to Build a Champion Brand APCO Worldwide recently launched its Champion Brand Index, a ground-breaking global study that measures the brand strength of nearly 600 of the world‘s largest public and private companies. Conducted by APCO Insight®, our Champion Brand study surveyed more than 70,000 people across 15 countries. Learn how the Champion Brand model offers a 21st-century framework for building corporate brands and provides a branding blueprint for your organisation. Bryan Dumont President, APCO Insight®


I N T E R N AT I O N A L C O N F E R E N C E F O R C O R P O R AT E C O M M U N I C AT I O N A N D P U B L I C R E L AT I O N S

Friday, June 28, 2013

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12.00– xx–xx | Workshops 01.00

Employees as Brand Ambassadors The last decades produced manifold changes transforming the communication landscape in yet-untold ways. These changes touch all areas of our communication work, one being the coordination of internal communications. Social media is, for example, a crucial influence opening the communication arena so that literally everyone acts as ambassador and communicator. One essential question is how we can empower our staff to be effective communicators telling the company’s story and promoting our vision to the wider community and stakeholders.

Moderator: Hans Koeleman, Director Corporate Communications, KPN Royal Dutch Telecom Having held various key positions in corporate communications for various industries as transport, finance and retails before joining the becoming Director Corporate Communications makes him the ideal moderator on current repuation issues.

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Sessions

2.00– 3.00

Digital communications: a strategic asset in creating a valuable story What are the challenges of creating & communicating a valuable story for a company? The story needs to be relevant across different geographies; content must be adapted to diverse audiences; & company milestones should be integrated with the broader story & positioning. Lisa BochAndersen will share how digital & online communications in Microsoft is a key backbone for creating a connected story, and an important amplifier of the company’s positioning and rebranding. Use this session to discuss thoughts on how to create a digital strategy that is relevant, integrating and which connects the dots for some of the company’s key – yet different – targets.

Moderator: Lisa Boch-Andersen, Senior Director of Communications, Microsoft As Senior Director for Communications Europe, Lisa Boch-Andersen has lead various projects on integrated communications and can perfectly lead through this session on implementing an integrated education programme.


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Skills Labs Both Days

T H E E U R O P E A N C O M M U N I C AT I O N S U M M I T Communicating successfully takes a lot more than a nice presentation, a good image or an eye-catching logo. We all know that to get our message across takes a little finesse. Through these personal skills workshops, participants can investigate the way they communicate with the world, and can learn valuable tips for presentencing, speech, negotiating.

3.15–4.15 • 27.6.2013

2.00–3.00 • 28.6.2013

Philippe Borremans

Melissa Lamson

Defining Social Media KPIs

Intercultural Skills for Communicators

Philippe Borremans Chief Social Media Officer Van Marcke Group

Melissa Lamson Founder Lamson Consulting LLC

Social media measurement starts with the definition of your key performance indicators. This workshop will look at several trends in social media measurement and apply different techniques so you can get a better understanding of possible KPIs for your organisation. Although not an exact science set in definite rules, creating clear social media KPIs is a crucial skill for every modern day communicator. The workshop will also look at your specific challenges and give you the tools and techniques to develop your own realistic KPIs.

Think Global, Act Global is a new twist on the old adage. According to a new study by Ernst & Young, developing global mindset is the number one priority for corporate business leaders today. As communication professionals, the responsibility lies with you to help the organisation navigate through global attitudes and behaviours, appeal to highly qualified global talent, present a globally savvy corporate image, and ensure the company communicates its messages successfully across cultures. In this highly interactive and practice-oriented Skill Lab, participants will learn how to develop a global mindset and to apply best practices, behaviours and strategies.

12.00–1.00 • 28.6.2013 Survey

European Communication Monitor 2013 An exclusive, first-hand presentation of this year’s European Communication Monitor, the largest transnational survey on strategic communication worldwide. The study is conducted in more than 40 countries within the framework of the European Public Relations Education and Research Association, together with the EACD and Communication Director magazine. Lead researchers Professor Dr, Ansgar Zerfass and Dejan Vercic will present results and discuss topics like CEO reputation, crisis communication, international communication, communicating with digital natives and the influence and status of the communication function.

Ansgar Zerfass University of Leipzig

Ralph Tench Leeds Metropolitain University


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2.00–3.00 | Best Cases

Friday, June 28, 2013

Public Affairs & Political Communication

Communicating trade: how to keep your cool

Bernard Kuiten Head of External Relations World Trade Organization

Facing a diverse and often unpredictable audience has been at the heart of external communication at the World Trade Organisation. From business suits to people dressed up as turtles, everyone had a say and an opinion on international trade matters. But the tone and nature of the public discussion has changed: where it used to be wild, one-sided and polarised, it has become more technical and respectful. Why is that and what led to this sea change? How can we learn from this success, based on a mix of respect and trust, perseverance and patience.

Speaking on behalf of the voiceless

Thomas Schultz-Jagow Senior Director Campaigns & Communications Amnesty International

Thomas Schultz-Jagow is the Senior Director of Campaigns and Communications at Amnesty International. He leads on an integrated strategy for the movement’s global campaigns and communications including responsibilities for editorial, media and digital communication. In this session, he will share the bold and brilliant communication campaigns that help Amnesty deliver its global message of human rights and political engagement.

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Media Relations & Campaigns

Building a corporate digital strategy: the EU Council example Aurelie Valtat will explore the different elements that together constitute an organisation’s digital strategy: online communications, media monitoring, brand management, campaign management, crisis communication and IT governance. She will use the EU Council as a case study to highlight the advantages and pitfalls of introducing such a digital strategy. Aurelie Valtat Digital Communication Strategist Council of the European Union

Keep Walking Greece: The campaign that inspired an entire nation in its time of need

Mark Aris Marketing Manager Diageo

In a rapidly changing media landscape and overall declining marketing budgets, targeted media planning and clever use of non-traditional mediums like social media and creative PR is becoming a critical factor. The Keep Walking Greece campaign is a great example of how to create a huge impact with a limited budget. Creative work based on consumer insight combined with an unconventional and targeted media approach managed to not only build the equity of the Johnnie Walker brand in Greece but inspire a whole nation in its time of need.

Change Communication

Change happens

Frank Hilgenfeld Head of Communications & Spokesman Emmvee Photovoltaics

Changes challenge communicative efforts. Communication, internally, externally, especially on the international level, has to be bespoken without becoming victim to fashion. Change can happen everywhere: outside the markets keep on changing, whereas stakeholders, policies, suppliers or internal factors can change, too. Change demands ever changing communicationbang on time with the right instruments and for the right people. That is it. Or is it? Working for a company in a market that resembles a rough crossing with changing winds at shortest warning, Frank Hilgenfeld will discuss effective ways to communicate change internally and externally with a focus on extreme cultural differences, rapid changes in technology, market demands, product portfolio and politicians, too.

How the sport lifestyle company PUMA managed its transformation

Ulf Santjer Director of Corporate Communications Puma

After being at the verge of bankruptcy in 1993, the sporting goods company became an unprecedented success story by repositioning itself as a sport lifestyle brand mixing influences between sport, lifestyle and fashion. Part of this was an increase in stock exchange value by 4000 percent. Ulf Santjer will describe the corporate and brand transformation at PUMA and how they were covered and communicated to various stakeholders within the scope of change communication.


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Best Cases | 2.00–3.00 PUBLICATIONS & KNOWLEDGE Reputation Management

Winning Confidence back in the financial sector

Klaus Fridorf Director, Responsible Investments and Governance Nordea

Shareholder activism is a powerful tool to create stronger and more stable long-term investment results in the global financial sector, and today, global investors together have the strength to impact companies‘ behavior. Responsible Investments approach is a key element in the fight of winning back the confidence from clients in the financial sector. At the same time the strategy screening and engagement has proven to be a strong and engaging communication tool for the biggest bank in the Nordic Region.

The EACD regularly publishes instructional Service Brochures to provide practical solutions to a wide variety of communications concerns. Our Service Brochures are an invaluable resource for EACD members. Furthermore, our partner magazine Communication Director is one of the leading resources for information and analysis on corporate communications and public relations. Published quarterly, it features news, commentary and debate on the latest issues enuring a rounded view of communications today.

The thrills and chills of building and protecting global reputation in healthcare Shaping reputation in today’s world using insights, strategies and lessons learned gained from real world experience leading Novartis Communications.

REGIONAL DEBATES Michele Galen Global Head of Communications Novartis

Workshop

Trending Topics in the Communication Field The role of the communicator is constantly changing: Technological innovations present many new opportunities, organisations have new claims to excel as an authentic enterprise and of course the recent economic situation affects the organisationl structure. There is a clear need for modern communicators to rethink their professional future and to advance even further their capabilities and expertise. This workshop will help you to carefully reflect on and plan your career development, improve the way you seek out new opportunities, and gives you tips on how to ascertain any gaps in your knowledge, skills and competencies.

The EACD Regional Debates bring together public relations and communications professionals from different European regions for informative discussions and great networking opportunities. By organising debates and presentations on contemporary communication issues to its members across Europe, the EACD shares the accumulated knowledge of its members across the continent, strengthening its network in the process.

EACD General Assembly / 4.15–5.45

EACD General Assembly The EACD General Assembly represents the main decision-making body of the association. At the end of the European Communication Summit, members of the EACD are invited to the association’s annual General Assembly. As the EACD is now in its 7th year, with more than 2,000 members and growing, it will be discussed how to best utilise its strong network to further promote professionalism and qualification in the European communication landscape. An invitation to the General Assembly will be sent to members of the European Association of Communication Directors in advance.

Betteke Van Ruler Professor, University of Amsterdam

Regina Pinna-Marfurt Managing Director, USI Università della Svizzera italiana


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Host: The EACD

WORKING GROUPS The EACD Working Groups ensure a cross-industry exchange of opinions and information. Members of the EACD convene regularly in workshops and meetings at diverse locations in order to discuss specific topics and work together on papers and guidelines for particular issues.

Qualification and Peer Networking for Europe’s In-House Communication Community Shared experience, shared vision Founded in Brussels in 2006 by over 100 in-house communicators from 23 countries, the European Association of Communication Directors (EACD) is today the leading network for in-house communications professionals in Europe, with more than 2000 members in 39 countries. The EACD meets the needs of communications professionals working internationally, providing them with support facing exciting new challenges they master daily in the global arena. Our aims The EACD aims to create innovative forums for knowledge sharing and networking among communications professionals and to provide publications and information that reflect cutting-edge developments within the communications field. In addition to the European Communication Summit, the EACD ensures hosts qualification and networking events across Europe throughout the year. www.eacd-online.eu

COACHING DAYS & EACD WEBINARS Coaching Days invite qualified speakers offering intensive training sessions, in the form of two- or three-hour workshops, for EACD members interested in learning in depth about a particular aspect of communications. Furthermore, the EACD organises webinars on a regular basis to connect our members who are spread over the continent. EACD Webinars provide a platform for expert knowledge exhange and informative discussion on the latest trends.


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Working Group Meetings

As tradition denotes, the EACD Working Groups will host meetings and workshops on occasion of the European Communication Summit. These events will assemble EACD members and communications experts to share experiences and discuss the latest trends in each area of professional interest and expertise. The seminars provide a platform to illustrate the latest trends, tools and methodologies together with communications peers from across Europe. The EACD Working Groups ensure a crossindustry exchange of challenges, information and opinions. Members of the EACD regulary gather in workshops and meetings to discuss specific topics of concern, be it industry- or topic-specific, and to work on position papers and guidelines to master the most current challenges. The EACD has Working Groups in the following fields: Brand Management, CSR, European Institution, Evaluation, Energy, Future of the Media, Health, Internal Communication, Professional Services, Risk and Crisis, Social Media and Transport

Brand Management

Lars Bolle Head of Corporate Communications, REWE Touristik

Bruno Motta CEO, Shell Brands International

In these changing times, communicators can clearly define the need for new approaches to brand management. Our latest Working Group “Brand Management” invites communicators to face these challenges and foster the exchange among peers. The meeting will gather members and peers to gather to discuss the most relevant questions and latest trends in the area.

Corporate Social Responsibility

The EACD Working Group “CSR” invites members and participants to debate the theme “Social Media and SustainabilPierluigi Orati ity: a happy marriage Director of CSR & or a quick flirt?”. A Sustainability , Humanitarian remarkable number of Water and Food Organisation companies are engaging the various social media channels. Their goal is to reach the broadest number of stakeholders possible and to highlight their journey to sustainability. But many obstacles are encountered: not always doing it right, achieving the goal or reaching the public. What is the current scenario, the outlook and most of all the main challenges and opportunities?

Finance & Insurance

Health

Internal Communication

The EACD Working Group „Finance and Insurance“ will debate the topic “Communication and Multilingualism in Financial Services Miriam Roemers – Paradigm shift and Director of Communications consensuses to make”. and Public Relations, Prof. Lee-Jahnke is goEuropean Association of Public Banks ing to analyse the dominance of English as a lingua franca and the importance of multilingualism in politics, media and culture, science and business while Daniel Funk, will highlight particularly the role of multilingualism with regard to client communication and stakeholder relations. The session will be followed by a Q&A session moderated by Hans Van den Boer

EACD Working Group “Health” invites members and peers to join a strategy workshop on crisis management. The following questions Nicole Gorfer will guide the workshop: Head of Communications how well are we pre& Public Affairs, Roche pared for today‘s major Pharma AG crisis in the healthcare industry/healthcare sector from a communications point of view? Has the „crisis landscape“ changed? Which new skills needed? Think „pharma scepticism“ in general - and combine it with transparency efforts in critical times, online and offline. Participants will gain practical knowledge and will have the chance to discuss the relevant questions with their colleagues from the industry.

The Working Group „Internal Communications“ will gather its members and peers from the field to a meeting exploring the Stacey Minton state-of-the-art in the Public Relations Director, realm of Internal ComCelegene International munications. Internal dialogue is crucial in ensuring effective information and knowledge management and in fostering the corporate character as well as a sense of unity within the company. How can an organisation best approach and engage their employees? What are suitable methods and policies? The meeting will present best cases by experts in order to jointly explore and discuss the latest trends and challenges for the internal communicator.


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Working Group Meetings

Energy

The EACD Working Group “Energy” meets to delve into the theme “Managing Crisis Communications in the Energy Industry - a Case Andrew Hogg History“. The energy Vice President sector faces complex Communications, challenges and it is the Exploration & Production, Total communicators’ crucial role to outline benefits to society but also to address uncertainties and explain measures and policies put in place. In order to master this complex environment, the modern communicator in the energy sector needs broad proficiency – Crisis Communication is an important tool and this workshop provides different case studies and discussion among peers.

Professional Service

The EACD Working Group „Professional Services“ hosts a meeting gathering all members and interested peers to debate Dionisio Uría Ronsmans the latest trends in the Director of field. Furthermore, the Communications, Uría meeting will welcome Menédez Abogados S.L.P the new Head of the Working Group: Dionisio Uría Ronsmans. The Working Group offers support and expertise for communicators working in professional services such as law, audit, and accountancy firms etc. Communicating a service is very different than Product PR and hence communicators in this field require specialised tools and methods to master their challenges.

European Institutions & Future of the Media

Evaluation

The Working Groups “EU Institutions” and “Future of the Media” will discuss the theme “Threats and challenges to a free and independent media landscape in Europe”. The media landscape has changed dramatically in recent years. Questions have arisen about guarantees of an independent and pluralist media, its conduct and the role of the State.

The Working Group “Evaluation” will discuss ways to assess the efficiency and effectiveness of communication initiatives. The scope Louis de Schorlemer of the Working Group Communications Manager, entails the techniques Cargil Europe of measurement and the argumentation standing behind any measurement. It looks at long term trends in consumer attitudes and the short term impact of communication actions. In an age with data overflow, how can we gain an optimal insight into relevant information and keep control? How do we define and select key indicators? And with the multitude of systems and providers, online and offline, how can we select a proper process?

RiskCrisis

Social Media

After the crisis, rebuilding public confidence in the business is the foremost objective, but there are countless pitfalls, perspectives Philip Springuel and prescriptions to Director of Communications consider. When a & Business Development crisis breaks, the public, media and authorities search for someone to blame. How do organisations manage the inevitable fall-out and address consumer confidence. What is the best approach: Duck, deflect, defend or diffuse? The meeting of EACD Working Group “Risk and Crisis” will present relevant case studies and invite members and participants to discuss the presentations in a roundtable discussion.

Our Working Group “Social Media” will gather on occasion of the European Communication Summit” to discuss together with Philippe Borremans expert and peers the Chief Social Media Officer, topic “Enterprise Grade Van Marcke Group Online Monitoring”. The meeting will present an overview of case studies from companies who are using enterprise grade online monitoring for customer support, crisis preparedness and online media relations. Furthermore, a live hands-on demo will present participants with the possibility to try the tool out and we‘ll show results of a predefined topic (search). Moreover, the results of a European wide survey on the topic will be discussed as well.

Neil Corlett Head of Press and Communications Unit, The Group of the Alliance of Liberals and Democrats in the European Parliament

Oliver Herrgesell Senior Vice President Communications, Turner Broadcasting


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Networking Opportunities at the Summit

The European Communication Summit is a great opportunity to connect with over 600 senior-level European communications professionals from various industries and interests. But navigating through that many colleagues in just two days can be difficult! This year the Summit will feature a few new networking opportunities for participants to make the most valuable and interesting connections possible over the Summit programme.

SPEED NETWORKING

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Taken from the idea of speed dating, speed networking gives participants a chance to have quick, informal chats with various other professionals. Participants will take part in a series of 3-minute ‘get-to-know-you’ sessions, and then move on to the new colleague in a game of networking ‘musical chairs.’ Speed networking is the perfect opportunity to exchange cards, and get to know others fast!

»A great networking opportunity, as always, with a lively Awards Celebration night. The dance floor showed that we‘re getting closer as a group - literally and metaphorically!« Médard Schoenmaeckers, HSBC

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3 SUMMIT APP This year, we will introduce the Summit App to the ECS. With the App you will be able to check the programme, create your own agenda of chosen presentations, learn more about the speakers and most important, to connect with your peers. You will be able to register via various online-platforms, see other participants and can directly connect with them via the App.

BUSINESS LOUNGE This year, we will offer a business lounge for those of you who need to work. A separate area will be provided, allowing you to sit down with your computer or tablet and to work without being disturbed.


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TWITTER LOUNGE

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»It’s a great event, it‘s truly a perfect platform to return energized to one‘s working desk. A very useful opportunity to network internationally and exchange views on corporate communication issues.«

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In 2013 the Summit will introduce the Twitter Lounge, enabling participants to sit and tweet together, to exchange ideas and thoughts on the Summit and of course to connect. (@commssummit)

Claudia Hammerich, Head of Corporate Communications, Sappi Europe

5 CONTACT POINT To provide everyone with the opportunity to use the Summit App and to connect with his peers we will set up some iPads which you can use at any time. For those of you who will not bring their smartphone or tablet the Contact Point will be the place to check the latest programme and speakers as well as to search for and connect with fellow participants.

6 PARTICIPANT PROFILES The participant profiles that can be accessed online for the first time this year will allow you to connect with fellow participants and e.g. to inform yourself whom you were working with in the EACD working groups. These will bring you together with other professionals from your industry and keep you up to date on current trending discussion topics.

»Great networking event that gathers the Communication leaders of Europe and brings you up to speed with the latest and greatest in Corporate Comms and PR - an inspiring 2 days.« Bjorn Teuwsen, Director of Communications, Philips


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Speakers

This event will assemble communications experts and authors to share, network and learn with others from across the continent. These renowned international communication experts will highlight and illustrate the latest trends, tools and methodologies in use in today’s communications industry. Participants will get a chance to meet face-to-face with other communications experts to discuss the latest topics affecting the industry. Alex Aiken Executive Director of Government Communications UK Government Alex Aiken is the Executive Director of Government Communications. Based in Downing Street and the Cabinet Office, Alex is the most senior communications professional in the Civil Service. He was Director of Communications and Strategy at Westminster City Council between 2000-13. At Westminster he built a team that was recognised to be the best in local government and created a successful consultancy operation providing services to other organisations. Before joining Westminster he held senior posts at Conservative Central Office, leading the Party’s Campaigns Unit from 1999-2000 and the Press Office between 1995 and 1999. He has trained politicians and officials in newly democratic states around the world in communications techniques. Milorad Ajeder Managing Director Ipsos Reputation Center Milorad leads Ipsos MORI’s Reputation Centre. He has overall responsibility for strategy and innovation, as well as management of a number of key client relationships. His background encompasses both brand consultancy (Addison and Fitch) and reputation research (ORC International). He is passionate about the role of research within the corporate environment, and believes it should be seen as a strategic resource that delivers both business critical insights and an action plan for change. Prior to joining Ipsos MORI, Milorad led ajder-associates, a strategic research boutique working with a range of blue-chip clients including BP, CNBC Europe and DuPont. Its focus was on delivering a blend of reputation research and corporate brand expertise that added value to the reputation management process. He is a regular speaker at international conferences for such organisations as the EACD, Conference Board and Corporate Communications Experience. Milorad has also written in a wide range of business and marketing publications and is an author of original research (Global 100) on corporate brand management. Catherine Alexandre VP Internal & Sustainability Communications Delhaize Group Catherine Alexandre joined the Delhaize family in 2000 starting as the first woman to join the Delhaize Belgium Executive Committee. She took up her current role as Delhaize Group Vice President, Internal and Sustainability Communication in 2008. Prior to joining Delhaize she held several communication related positions including corporate, product and financial communication. Throughout her career, she has worked in journalism through different media: newspaper, radio and television.

Mark Aris Western European Marketing Manager Diageo Mark Aris is the Western European Marketing Manager responsible for Johnnie Walker. Prior to his current role he held several Global, European and local marketing positions in multinational companies across Europe and was responsible for numerous brands both in the spirits industry (Smirnoff, Gordon’s, Jose Cuervo) but also in other categories such as Nivea, Carlsberg, Hansaplast etc. Annabelle Atchison Social Media Manager Microsoft Annabelle Atchison has a Bachelor’s degree in Mass Communication from Ludwig-Maximilians-University in Munich, making social media communications the academic focus of her studies. Since 2009 she has been working for the Microsoft Germany public relations team, where she established and is responsible for the social media strategy and structures within the department. In 2010 she took on the role of Social Media Manager for the entire German organisation. She is also a member of various groups and committees such as the BITKOM work group for Social Media and the Social Media Excellence Circle and has contributed to a variety of publucations such as industry social media guidelines. Lisa Boch-Andersen Senior Director Communications Microsoft Lisa is Senior Director of Communications and is resposible for digital positioning of the company throughout the European Region. In her earlier role for Microsoft (which she joined in 2008) Lisa lead the European Citizenship Campaign for Microsoft Europe, underlining the contribution of ICT in solving key European societal challenges, such as healthcare, environment and education. She is the Chief Editor of www.microsoft.eu, and of the flagship magazine Futures. Prior to joining Microsoft, Lisa worked for ExxonMobil, where she held positions in Marketing, Communications, Media Relations and Public Affairs during her 10-year career. She was also responsible for ExxonMobil‘s policy and communications strategy for CSR & Corporate Citizenship in the European region. Lisa’s experience in Brussels also extends to a former role within the European Commission Directorate-General Enterprise, working with Industrial Policy and Competitiveness for 3 years. Philippe Borremans Chief Social Media Officer Van Marcke Group Philippe Borremans is Chief Social Media Officer at the Van Marcke Group. Prior to his current role he held several communications related positions at IBM, including Corporate Communications and Online Communica-

tions. Throughout his career, he has worked both in-house and in agency, specialising in crisis and online communications. He is an avid blogger at www.conversationblog. com, a guest lecturer at several universities and is currently writing his first book about online monitoring and reputation management. Philippe is the Social Media Work Group Coordinator for the EACD. He lives in Bellingen, Belgium. Jackie Brock-Doyle OBE 2012 Olympics Representative LOCOG Jackie has worked in the communication and marketing field for over 25 years and is regarded as one of the world‘s leading communication strategists. She directed the communication strategy and implementation for the world acclaimed London 2012 Olympic and Paralympic Games for seven years after leading the successful bid’s international and domestic PR and media campaign from 2003 to 2006. Jackie has lived and worked in the UK, Australia and Singapore and has run campaigns across Europe, USA, Asia Pacific, Australasia, Africa and the Middle East. She has designed and directed marketing, communication, media and sponsorship programmes for some of the world‘s biggest brands and events, including Visa International, the Sydney 2000 Olympic Games, Cadbury, the 2002 Manchester Commonwealth Games, Coca Cola, Samsung, Mars and currently the London 2012 Olympic Games and Paralympic Games. She brings a depth of international experience having worked across a number of countries and for leading international businesses. Marie-Gabrielle Cajoly Corporate Head of Communications & CSR Addax Petroleum Marie-Gabrielle Cajoly is Addax Petroleum‘s Corporate Head of Communications & CSR. She joined the group in 2003. Her responsibilities include all aspects of external and internal communications, brand image and reputation management, media and public relations, and corporate social responsibility. She is also Director of the SinopecAddax Petroleum Foundation, which includes the implementation of extensive sustainable development programmes in Africa, the Middle East and China in partnership with NGOs. Prior to joining Addax Petroleum, Marie-Gabrielle worked as a PR consultant providing advisory counselling to companies of the chemical, pharmaceutical, defence, consumer goods and IT industries, and provided advisory counselling to companies engaged in social projects and partnerships with NGOs. She lectures in Reputation Management, Branding and Multicultural Management at Sinopec Management Institute in Beijing, China. Marc Cloosterman CEO VIM Group Brand Implementation Marc is heading up VIM Group, specialising in brand implementation and management. The group has founded the brand implementation discipline in 1991, and currently has ten offices around the world. His passion is to advise, write and speech in the area of (re)branding and brand management. Marc’s focus is on how to improve and organise brand efficiency across channels & touchpoints. In 2012 Marc founded the EACD working group Brand Management.

Isabel Collins Head of Employee Engagement Radley Yeldar Isabel is Head of Employee Engagement at Radley Yeldar, a London communications agency. Over the last 20 years Isabel has helped businesses like BP, Balfour Beatty, PWC and Network Rail become more successful by strengthening culture and values. Her team research on values and ethics, ‘The Value of Values’ and ‘Commitment beats compliance’ can be downloaded fromry.com. Previously she ran her own consultancy, IC associates, for 8 years. Régine Coqueran-Gelin VP, Corporate Communications & CSR Alcatel-Lucent Régine Coqueran-Gelin leads the corporate communication and CSR functions at Alcatel-Lucent, overseeing media relations, employee communications, brand, advertising, and online activities, engaging stakeholders in the transformation of the company. Prior to this role she has was the manager of corporate media relations for Alcatel-Lucent, having joined the company in 1997 and holding various positions in the corporate press office, as well as in the financial corporate team as financial controller. She started her career as Financial Auditor with Deloitte & Touch. Tracy Corrigan Editor-in-Chief Wall Street Journal Europe Tracy Corrigan is a business journalist with 20 years‘ experience of reporting and financial commentary in both London and New York. She is editor of the Wall Street Journal Europe and former assistant editor of the Daily Telegraph. She has also worked at Dow Jones newswires and the Financial Times where she worked as a reporter, New York correspondent, Lex writer, editor of FT.com, news editor and ultimately head of Lex. After 18 years at the FT, she left to write a column for The Daily Telegraph for three years, before taking up the editorship of the Wall Street Journal Europe in January 2011. Bryan Dumont President APCO Insight Bryan Dumont, president of APCO Insight®, the global opinion research group at APCO Worldwide, is based in the firm‘s Brussels office. Since joining APCO in 1999, Dumont has been instrumental in developing APCO Insight into a full-service global opinion research consultancy which has guided many of the world‘s leading organisations with their communication, stakeholder engagement and business strategies, across more than 70 countries. As one of the main architects of APCO Insight‘s ground-breaking research methodologies, Bryan has shaped some of the world‘s most successful communication campaigns in recent years. He is in frequent demand as a speaker and author on the topic of reputation research and his unique contribution to his field has been recognized by a number of industry awards. Melissa Flemming Head of Communication/ Chief Spokesperson UNHCR As Head of Communications and Chief Spokesperson for the United Nations High Commissioner for Refugees (UNHCR), Melissa Fleming leads all communications


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efforts around the globe and serves as chief spokesperson. Operating in 120 countries, UNHCR provides shelter and help for over 30 million people who have fled wars and persecution. In her role, Melissa has introduced strategic communication planning designed to have more impact on the varied audiences, which include media, donors, governments and refugees themselves. She also directs global advocacy campaigns with a strong emphasis on social media. She joined UNHCR from the International Atomic Energy Agency (IAEA), where she served for eight years as Spokesperson and Head of Public Information during the period the organisation made headlines for its inspection work in Iraq, Iran and North Korea and won the Nobel Peace Prize in 2005. Prior to IAEA, she headed the Press and Information team at the Organisation for Security and Co-operation in Europe and as a Public Affairs Specialist at Radio Free Europe/Radio Liberty. Laurent Freixe Executive Vice President Nestlé Europe Born in Paris, France, Laurent Freixe joined Nestlé France in 1986 in marketing. Between 1986 and 1999, he held different positions with increasing responsibilities in the field of sales and marketing. In 1999, he became the Head of Nutrition Division of Nestlé France; in 2003 he was appointed CEO of Nestlé Hungary, and in 2007 he was appointed CEO of Nestlé Iberian Region. In November 2008, Laurent joined the Nestlé Executive Board as Executive Vice President with responsibility for Zone Europe, where he plays a decisive role in leading the Nestlé Nutrition Health & Wellness mission, and making Nestlé Europe a profitable growth Zone for the Group. Married with two children, he speaks French, English, Spanish and German. Klaus Fridorf Director, Responsible Investments & Governance Nordea Klaus Fridorf is Director in Nordea‘s Responsible Investments and Governance team, working primarily with communication and strategy. Nordea aims to be among the leading responsible fund providers in Europe and along with the rest of the team Klaus travels to all parts of the world to meet controversial companies in countries like Congo, Cambodia, India, Mexico and Brazil. Klaus joined Nordea in 2008 as Head of Communications in Nordea Funds. Previously, he has worked in the Danish Foreign Ministry and in Danske Bank Group in both Denmark and Ireland. Michele Galen Head of Global Communications Novartis AG Ms. Galen leads Global Communications for Swiss-based Novartis AG. Prior to assuming her current role in 2012, she held several positions at Novartis of increasing responsibility across Communications and Advocacy, including Global Head, Communications & Advocacy, Pharmaceuticals Division; and Global Head, Oncology Affairs, Novartis Oncology. Ms. Galen previously served as Managing Director, Burson Marsteller. Ms. Galen is an attorney and award-winning journalist. She received a B.A. from George Washington University, a M.S. from the Columbia University Graduate School of Journalism, and a J.D. from New York University School of Law.

Pierre Goad Global Co-Head of Communications HSBC Bank Pierre Goad has been working for HSBC Holdings plc since 2001. Having successively held the positions of Head of Media Relations, Asia-Pacific, Investment Banking and Markets (from 2001 to 2002) and Head of Public Affairs, Asia-Pacific, Investment Banking and Markets (from 2002 to 2003), in Hong Kong, he moved on to London in 2003 and became Global Head of Corporate Communications, Corporate, Investment Banking and Markets. Before working for HSBC, Pierre Goad was Director of Corporate Communications at Lucent Technologies Asia-Pacific Ltd. (from 2000 to 2001). From 1989 to 2000, he worked in several positions for Dow Jones & Co., for example as Economics Correspondent and as Page One Editor for the Asian Wall Street Journal in Hong Kong, as Economics Correspondent for the Far Eastern Economic Review, and as Montreal Bureau Chief of The Wall Street Journal. Previous journalistics experiences include work for the Montreal Daily News and the Canadian Broadcasting Corp. in Montreal. Anthony Gooch Galvez Director Public Affairs & Communications OECD Anthony Gooch is Director of Public Affairs & Communications at the Organisation for Economic Co-operation and Development (OECD). As coordinator of its 50th Anniversary, he pioneered the OECD Better Life Index (www.oecdbetterlifeindex.org) launched successfully in May 2011 and led efforts to overhaul the OECD’s brand and reputation. Since joining in 2008, he has played a key role in coordinating the OECD’s major international public campaigns in response to the ongoing global economic crisis and sensitive issues such as the fight against tax havens and international bribery, in the context of the emergence of the G20. Harald Händel Head of Press and Communications City of Eberswalde Harald Händel is heading the Press and Communications department of the German city of Eberswalde since 2012. Prior to his currentemployment he held several communications related positions in different institutions: He served as spokesmen for the German Green Party, for the European Commission and until the end of 2011 as the spokesman of the European Police Mission EUPOL in Afghanistan. He studied journalism and Arabic and has worked as Editor and Foreign correspondent for first German TV (ARD). Händel lives with his family in Berlin. Connie Hedegaard Commissioner for Climate Action European Commission Born in 1960, Connie Hedegaard had already been working with climate issues for several years by the time she began her appointment as the EU’s first ever Commissioner for Climate Action in February 2010. In August 2004 she was appointed as Danish Minister for the Environment. In 2007 she was in charge of setting up the Danish Ministry of Climate and Energy, where one of the main tasks was to prepare the UN Climate Conference in Copenhagen in December 2009.

Prior to that she was the youngest Danish MP ever in 1984, she became the first spokesperson for the Conservative People’s Party before she left politics for journalism. She worked for the Danish national newspaper Berlingske Tidende,became head of the news bulletin service Radioavisen at the Danish Broadcasting Corporation and wrote for the Danish national daily newspaper Politiken to name but a few of her career steps. Apart from working as a politician and journalist, Connie Hedegaard has sat on a number of committees and boards and has received various prizes for her involvement in and contributions to social debate. Connie Hedegaard lives in Brussels and in Hellerup, Denmark with her husband, Jacob, and their two sons. Karin Helmstaedt Moderator Deutsche Welle TV Karin Helmstaedt is one of the hosts of euromaxx – Lifestyle Europe, Deutsche WelleTV’s daily life and style magazine show. She began her career as a journalist, freelancing as a translator and presenter at sporting events. Karin reported extensively on doping in the former East Germany, and in 1997 co-produced the prize-winning documentary Staatsgeheimnis Kinderdoping for German public television. Her subsequent work on the subject brought her to Berlin in 1998, where she continued freelance writing for newspapers and magazines, and contributed to a book. She also joined DW-TV as a News Translator and Speaker, and became a Presenter of Germany Today in 1999. Karin is a Canadian native with a German father and a Canadian mother, and represented Canada’s national swim team. Frank Hilgenfeld Head of Communications, Spokesman Emmvee Photovoltaics GmbH Frank Hilgenfeld is responsible for the communication of a global manufacturer of photovoltaic modules. Before joining the company in 2010, he was in charge of communication and media relation for a number of companies, Federal Ministries and associations in Germany, the United States, Nepal and Great Britain. Frank also worked as a journalist and still is lecturer of journalism and media economy. He is a trained PR consultant and has studied in Münster, Newcastle upon Tyne (BA) and London (MA). He cuurently lives in Berlin. Hans Koeleman Director of Corporate Communications, KPN Royal Dutch Telecom Hans Koeleman has been the Director of Corporate Communications at KPN Royal Dutch Telecom since 2007. Prior to taking this position, he held various key positions in the communications field in different sectors, such as retail (Ahold, Albert Heijn) and financial services (Delta Lloyd NV). Hans has studied Dutch Language and Literature, holds an MA in Business Communication and Public Relations, an MBA and a Master’s in Corporate Communication. He has also been active as guest lecturer at various universities and education programs in communications. He is Regional Coordinator for the EACD in the Netherlands, member of the Board of Logeion, the Dutch Association of Communication Professionals and member of the Board of Esprix, a leading award for Dutch Marketing Communication Campaigns.

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Bernard Kuiten Head of External Relations World Trade Organization Bernard Kuiten is Head of External Relations for the World Trade Organization since 2009. He oversees relations with business, civil society, parliamentarians and other international organizations. Previously at WTO, he was responsible for civil society relations and communication. Bernard has also worked as a trade negotiator for both the Netherlands and the EU. He holds a master degree in international economics from the Katholieke Universiteit Brabant, Tilburg. He lives and works in Switzerland since 1999. Melissa Lamson Founder Lamson Consulting LLC For nearly two decades, Melissa has worked on projects in over 40 countries across a wide range of industries. Her expertise is in global diversity, intercultural management and developing global mindset. Melissa’s clients have included 3M, Cisco, Commerzbank, L’Oreal, Lufthansa, and SAP. She has recently finished her third book, Why [Some] European Companies Fail in the US Market, And How Yours Can Succeed (Due out May 2013). Melissa has lived in Mexico, Spain, France, and Germany, and currently resides in Scottsdale, Arizona, USA. The Wall Street Journal called Melissa, „An award-winning consultant, with an award-winning personality!“ Marie Terese Letorney Founder/Managing Director Ask Your Voice Marie Terese Letorney, Founder/Managing Director of Ask your Voice, is an opera singer with over 20 years of experience singing on renowned European operatic and concert stages and obtained a masters in Management. With this unique combination, Marie developed her innovative method Ask your Voice for all languages which is creative, effective and of high quality to assist the professional “to optimise their Voice” and “enhance their Persona” to their fullest capacity. Numerous seminars and master classes have been presented in various international corporations, institutions, universities and associations including the European Commission and European Parliament receiving positive and winning results. Katharina Lange Deputy Head of Social Media Deutsche Bahn Group Katharina Junge works as Deputy Head of Social Media at Deutsche Bahn Group since 2012. Prior to her current role she held several communication related position at DB AG. Throughout her career, she has worked in journalism and public relations in different institutions in Germany and abroad. She studied communication science, political science and economics at Universitat Pompeu Fabra in Barcelona and Westfälische Wilhelms-Universität in Münster. Junge lives and works in Berlin. Mark Langendorf Head of Strategic Planning Department of Corporate Communications Siemens AG Prof. Dr. Marc Langendorf currently heads the Strategic Planning Department of Corporate Communications at Siemens AG. Previously he was responsible for the Business and Financial Press of the Siemens Corporation


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Speakers

in Washington D.C. and before that of the Siemens AG in Munich. Prior to his move to the communications department of the electronics company he worked for Dow Jones publishing and reported for the Wall Street Journal as a journalist amongst other things. He started his career as an editor at the news agengcy “vwd Vereinigte Wirtschaftsdienste”. Prof. Dr. Marc Langendorf teaches PR and Communication Management at the Munich Campus of the MHMK since the winter term 2012/13. He studied Business Economics at the University of Siegen, Economics at the Université de Bourgogne and graduated at the Friedrich-Alexander-Universität ErlangenNuremberg with a business degree. He got his PHD in 2006 with his thesis „Concepts and support systems for the integrated customizing in the production and distribution of financial information.” Philip Lynch Director, Media Evaluation Kantar Media As media evaluation director at Kantar Media, Philip leads evaluation of mainstream media in the UK and international markets. Philip is also engaged with managing media convergence and works with Kantar Media ‚s social media analytics specialists to develop new resources and methodologies for online and social media analysis. Judith Magyar Strategic Communications Director SAP Judith Magyar is responsible for developing and implementing communications programs to support leadership development at SAP. Previously, she managed integrated communications for various SAP leaders including executive board members and regional presidents. An American based at the company’s headquarters in Walldorf, Germany, Judith grew up in Brazil and frequently visits family in Budapest. Judith blogs on a variety of topics such as connected cars, smart cities, and strategic communications. Andre Manning Vice President & Global Head of External Communications Philips Andre Manning is an experienced communications leader who has held various international communications leadership positions within Philips, for which he has been based in Prague, New York, Andover and Amsterdam. He is currently Vice President and Global Head of Corporate Communications at Royal Philips Electronics. Ian McNairn Director Innovation and Social Collaboration IBM Ian McNairn is the Program Director Innovation & Social Collaboration in WW Business Integration in the IBM CIO‘s Office. He is a catalyst between innovators and implementers, facilitating the flow of ideas, best practices, standards and leadership and is an evangelist in the social software, collaboration and knowledge management arenas, regularly chairing and presenting at conferences around the world. Ian has lectured on knowledge management, innovation, collaboration and social computing at the Universities of Cambridge, Birmingham, Sheffield, Surrey, Glasgow, Warwick, Westminster, the Chalmers University, Sweden and the IMD Business School, Lausanne

Stacey Minton Public Relations Director Celgene International Stacey Minton heads communications and public relations for Celgene in Europe, based in Boudry, Switzerland. Celgene is a biopharmaceutical company with a focus on meeting the needs of people living with rare diseases. Prior to her current role, she held communications roles at Merck Serono, including leading global employee communications and management communications for the 13-member executive board. Stacey has spent the majority of her communications career in healthcare and has worked in nearly every facet of communications, on both the agency side and in-house. Thierry Nicolet Senior Vice President Press Relations Schneider Electric France With 20 years of PR experience, Thierry Nicolet leads press relations activities in over 45 countries by setting up and analysing key performance indicators, engineering global robust processes and by providing guidelines, assistance and needed coaching. Career paths have lead him to European marcom, product management and PR worldwide. Margaret O’Donnell Head of Digital British Red Cross Margaret O’Donnell is Head of Digital at the British Red Cross in London charged with implementing the vision of being “digital by default, user-centred by design”. She started her career in the technology sector working for Psion, the UK handheld computer manufacturer, making her leap into the non-profit sector just before the dot.com bubble burst. Margaret is intrigued by online user behaviour and what that reveals about people’s motivations and beliefs. We may know what their user journey looks like, but do we understand why and how we can turn online interactions in to real-life transactions? Marc Pfitzer Managing Director FSG Marc builds on 20 years of experience as advisor to executives in the private and social sector to help surface new insights and collaborative efforts against our global challenges. Marc has overseen over 70 projects for FSG touching on strategy, programme and organisational design, issue research and evaluation. Marc leads FSG’s corporate Creating Shared Value practice and has led all of the firm’s work in Europe to date. He has presented at dozens of conferences and written on numerous subjects spanning corporate social investment, agricultural development, performance measurement in the social arena, and the mechanics of collaboration. Marc heads FSG’s Geneva office, and engages directly with many of the office’s projects and field trips. Prior to FSG, Marc served as Principal at The Boston Consulting Group (BCG) based in Zürich. Prior to BCG and during his studies, he worked at the World Economic Forum. Olga Podoinitsyna Member of the Board, Global Head of Communications & Marketing VTB Capital Olga Podoinitsyna is a Member of the Board and Global Head of Communications and Marketing at VTB Capital. She leads the bank’s communications and marketing

strategy development and implementation, focusing on regional development in Europe, Asia, the Middle East and the Americas. Prior to joining VTB Capital, Olga Podoinitsyna spent eight years at Deutsche Bank as Head of PR, Communications and Marketing Russia and CIS. She also held roles at PriceWaterhouse and Burson Marsteller. Olga has received significant awards for her communications work. She has a Master’s Degree in Russian Language and Literature from the Moscow Pedagogical University, she also has Diploma in Economics. Regina Pinna-Marfurt Managing Director the Executive MScom program at the USI Università della Svizzera italiana Regina Pinna-Marfurt is the Managing Director of the Executive MScom program at the USI Università della Svizzera italiana in Lugano. Prior to joining the USI, she worked as an independent PR consultant with a leading Swiss communication agency. She has over 10 years of experience in Corporate Communications and Media Relations in the IT industry, and her other assignments have included working as a marketing and sales manager for a telecommunication company, as publisher of the Swiss women’s magazine “Annabelle” and as product manager at Credit Suisse. She studied German Literature and the Science of Communication at the University of Bern. In 2000, she graduated from USI and holds a MSc in Communications Management. Mireille Van Pollaert Manager Vlaamse Infolijn Flemish Infoline Mireille Van Pollaert has been professionally involved with integrated information since 1980. She began her career at the Council of Europe, where she took part in the design and development of a European database for scientific sports research. After that, she started working for the Flemish Government, notably at Bloso, the Flemish sport agency, where she, among other things, founded the Flemish High Performance Sports Agency and the Ombudsman for Elite Sports Unit. Almost 10 years later, she joined the Flemish Ombudsman Service. Analysis of complaints filed with the Ombudsman indicated that people needed one single point of contact for government information. When the Flemish government decided to establish such a point of contact, she was put in charge. It was the starting point of the Vlaamse Infolijn (Flemish Infoline), which for the past 14 years has been the first contact point for citizens and businesses searching for government information Andrea Polo Communication Director Immobiliare.it Andrea Polo is the Communication Director for Immobiliare.it, where he is the head of all aspects of communication at both Immobiliare.it and Facile.it. He began his career in communications at Gruppo Editoriale Giunti in Florence, before moving in 1999 to lead the marketing of Gruppo Editoriale Giunti in Milan. In 2000 he joined eBay Italy where he was responsible for communications and marketing in different categories. By the end of 2003 he was directing the group’s external communications. The campaigns created and executed by Andrea received several awards including the European Best Event Award and five European Excellence Awards.

Tore Prang Vice President Communication Strategy and Strategic Airbus Tore Prang is Vice President Communication Strategy and Strategic Programmes at Airbus Headquarters in Toulouse, France. In this role he is in charge of protecting and developing the Airbus brand and to develop long term branding strategies. He also oversees the company’s global advertising activities, Airbus’ social media channels and the communication teams of Airbus in the Americas, Asia and the Middle East. In his previous missions, Tore worked in various communications functions at Airbus and was strongly involved building the A380 success-story. Tore holds a MSc in Economics from the University of Hamburg. Miriam Roemers Director of Communications & Public Relations European Association of Public Banks Since January 2012 Miriam Roemers has been Director of Communications and Public Relations at the European Association of Public Banks (EAPB). Before that, she was Public Relations Manager (May 2002December 2011) at the same association. She holds a Master of Arts in Germanic Philology, a post-graduate qualification in Educational Sciences and completed a business administration programme. She started her career in the commercial department of a Japanese multinational, moved on to an American e-commerce company and was also language lecturer at the Chamber of Commerce, VIZO and the University of Antwerp (ICTL). She is a member, amongst others, of the Brussels Chamber of Commerce, the Corporate Communications Community (formerly Belgian Public Relations Centre), of Rotary International and is senator of Junior Chamber International. She also is the Head of the Working Group Finance and Insurance of the European Association of Communication Directors (EACD). Xavier Roussel Marketing & Communication Director Dole Fresh Fruit Europe Xavier Roussel is Marketing and Communication Director at Dole Fresh Fruit Europe in Hamburg since 2010. He has 20 years of experience in the fruit industry and worked for the last 15 years at Dole Fresh Fruit Europe, the European division of Dole Food Company in various marketing and general management positions in Spain, France and Belgium. Prof. Dr. Betteke van Ruler Professor University of Amsterdam Betteke van Ruler is professor emerita in Communication Science and Corporate Communication at the University of Amsterdam. Her research focuses on trends in communicatin management, on the practice of communication management and its professionalization, on the influence of public relations on journalism and the mediatization of organizations, and on the organization of the communication of the organization. She is a noted consultant on questions of professionalism of the communication field in the Netherlands and Flanders. Van Ruler was Chair of the Department of Communication Science of the University of Amsterdam, she is Past President of the European Public Relations Education and Research Associa-


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tion (EUPRERA) and Past Chair of the Public Relations Division of the International Communication Association (ICA). She is published in numerous journals. Her most recent books are in Dutch, called Communication NOW and With an eye on communication. She works on an English book on Reflective Communication Management, together with prof.dr. Dejan Verčič. One of her European publications is Public Relations and Communication Management in Europe, edited in conjunction with Dejan Verčič in 2005. This book contains a nation-by-nation introduction of public relations in 29 European countries and presents an overview of the state of the art of public relations in Europe. More recent publications are Van Ruler, Verčič and Verčič (eds.), Public Relations Metrics, Research and Evaluation; Ihlen, Van Ruler, Frediksson (eds.), Public Relations and Social Theory, Key Figures and Concepts; Zerfass, Van Ruler, Sriramesh (eds.), Public Relations Research, European and International Perspectives and Innovations. Christoph Rust Manager, European Product PR Honda Motor Europe Ltd Christoph Rust is an engineer by education, who started his professional career in the automotive supplier industry. He has been with Honda for 16 years of which eight have been in the current position. He transformed the traditional PR approach of Honda on a European level into an integrated approach including a focus on lifestyle media and social media. Caroline Sapriel Managing Director CS&A International Risk & Crisis Management Caroline Sapriel is the founder and managing director of CS&A, a specialist risk, crisis and business continuity management consulting firm with global operations. For over 20 years, Caroline has been directly involved in helping organizations anticipate, detect, prevent and mitigate crises across industry sectors internationally. She is a regular speaker at international conferences and is regularly published in books and professional journals on the subject of risk and crisis management. Caroline Sapriel is recognized as a leader in her profession and acknowledged for her ability to provide customized, results-driven counsel at the highest level. Ulf Santjer Director Corporate Communications Puma Ulf Santjer has been Director of Corporate Communications at Sportlifestyle company PUMA SE since 2011. Prior to his current role, he held several communications related positions at PUMA, such as Public Relations Manager and Deputy Head of Marketing at PUMA Germany. Before joining PUMA, he worked as a journalist and has been continuously engaged as visiting lecturer in the field of Corporate Communications and Sports Management at the Universities of Heidelberg and Leipzig. Thomas Schultz-Jagow Senior Director od Campaigns and Communications Amnesty International Thomas Schultz-Jagow leads on an integrated strategy for the movement’s global campaigns and communications including

responsibilities for editorial, media and digital communications. Thomas is a key spokesperson on campaigns and the Amnesty International movement. He previously worked at Oxfam GB, where he held the roles of Director of Campaigns and Director of Communications. Prior to Oxfam, Thomas was Director of Communications at the International Secretariat of WWF (World Wildlife Fund) and held senior campaigns and communications roles at WWF Germany, Greenpeace International and Greenpeace Germany. He holds degrees in Political Science and History. Susan Sheehan Senior Vice President of Communications Nokia Susan Johannsen Sheehan is Senior Vice President of Communications for Nokia where she is responsible for leading the company’s overall communications efforts. Prior to joining Nokia, Susan worked for a number of years in public relations agencies in the United States, and started her career as a journalist for a daily newspaper. Susan enjoys running marathons and running after her two children. Birgitte Jespersen Skade Director, Group Marketing Berendsen plc Birgitte is head of marketing and communication at Berendsen, Europe’s largest provider of textile services. She is passionate about employer engagement and believes that the more you understand the business you are a part of the more dedicated you become in achieving its goals. Birgitte has previously been employed in the mobile telecommunications and insurance industries where her focus, as at Berendsen, has always been on achieving excellence in customer service. Gunhild A. Stordalen CEO & Founder GreeNudge Gunhild A. Stordalen is the CEO and Founder of the environmental organisation GreeNudge. Gunhild also serves on the board of the European Climate Foundation, is a board member for the Zero Emission Resource Organization, and is a major driving force behind the Zero Emission Conference, which is Scandinavia’s largest climate conference. Recently, at the ReSource 2012 Conference at Oxford University, Gunhild, in cooperation with Smiths Schools of Enterprises and the Environment and The Rotschild Foundation, gathered 250 of the world’s most powerful businessmen, government officials and scientists, including Bill Clinton and Sir David Attenborough. Listed on Kapital’s 100 most powerful Norwegian women, Gunhild was among the guests to Al Gore’s Climate Reality Expedition to the Antarctica last winter. Recently, Gunhild was invited to sit on the Norwegian Environment Minister’s advisory council on sustainable urbanization and city planning. Aurelie Valtat Online Communications Manager Council of the European Union Aurelie Valtat drives the digital communication strategy of the Council of the European Union. She is also President of the Belgian chapter of IABC, the International Association of Business Communicators. Before joining the European institutions, she was the online

communications manager at EUROCONTROL, the European air traffic management agency. She also has previous experience in lobbying, cultural heritage management (at UNESCO’s World Heritage Centre), internal and external communications, and as a freelance journalist. Dejan Vercic Professor University of Ljubljana Dejan Verčič (Ph.D. London School of Economics, 2000) is Professor at the University of Ljubljana. His most recent books are Culture and Public Relations (2012) and The Global Public Relations Handbook (2009). In 2001 he was awarded the Alan CampbellJohnson Medal for outstanding service to international public relations by the UK Chartered Institute of Public Relations (of which he is a Fellow). Prof. Verčič served, inter alia, as the chairman of the Research Committee of the IABC Research Foundation and as the President of the European Public Relations Education and Research Association (EUPRERA). Tom Vesey European Chief Executive CARMA International Tom Vesey has worked in London, Singapore, Edinburgh and Paris during his career in communications. The two major focuses have been driving growth in the businesses in which he has worked and building international brands. Roles include leading businesses in advertising, Public Relations, as well as in brand management. Tom set up CARMA Europe in 2000 and it has grown to be a leading, international news analysis business in Europe serving clients globally. Given the increasing importance of Reputation in assessing corporate risks, he created Rii (Risk to Reputation) in 2010. Dr Piet Verheuven Senior Lecturer & Researcher ASCoR Dr Piet Verhoeven is a senior lecturer and a researcher at the Amsterdam School of Communication Research (ASCoR) at the department of Communication Science of the University of Amsterdam. His research involves topics such as corporations in the media, the framing of issues in the media and the consequences for knowledge levels of individuals and society. Verhoeven started his career as a Scientific Researcher following several positions in corporate communications, including a role in which he coordinated the strategic rebranding of Amsterdam Schiphol airport into an international brand. Anne Villemoes Head of Communications Danish Crown Anne Villemoes has spent the last years changing the reputation of one the largest companies in Denmark. Prior to that she has worked as special advisor for the Minister for Food, Agriculture and Fisheries and as Head of Press for the Danish Consumer Council. She has a background as a journalist in TV and for the largest national newspaper in Denmark. Inge Wallage Communications Director, Greenpeace International Inge Wallage has been Communications

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Director for Greenpeace International since March 2009, and is responsible for campaigning and organisational communications. Her 20-year professional experience includes international organisational communications, strategic media relations, crisis/issues management, PR events, speakers’ management, internal communications and brand management. Inge worked for Motorola, Plilips Electronics, P&O Nedlloyd and Statoil and led the Dutch branch of Burson-Marsteller: Inge thrives on contributing to change through communications, loves connecting with people and always has a novel with her. Tom Watson Professor of Public Relations Bournemouth University Tom Watson is Professor of Public Relations in The Media School at Bournemouth University, UK. Before entering academic life, Tom’s career covered journalism and public relations in Australia, the UK and internationally. He ran a successful public relations consultancy in England for 18 years and was chairman of the UK’s Public Relations Consultants Association (PRCA) from 2000 to 2002. Tom is a Fellow of the Chartered Institute of Public Relations and Founding Fellow of the PRCA. He also researches and writes on the history of public relations and established the International History of Public Relations Conference in 2010. With Paul Noble, he wrote Evaluating Public Relations which was published in 2005 by Kogan Page and has been translated into Russian, Korean and Japanese. A revised third edition will be published later this year. Stefanie Wettberg Vice President Corporate Communications BASF Group Stefanie Wettberg studied economics at the University of Heidelberg, Germany, where she also worked as an academic assistant before receiving a doctorate in economics. She joined the Treasury department of BASF in Ludwigshafen, Germany, in 2003. From 2005 until 2009, she was the executive staff to BASF’s CFO. At the beginning of 2009 Stefanie transferred to Belgium as Vice President Finance & Controlling of BASF Antwerpen N.V. Since February 2011, she has been Vice President Corporate Communications responsible for Media Relations, Events, Publications, Global Online and Employee Communications. Ansgar Zerfaß Professor of Communication Management Universität Leipzig Prof Dr Ansgar Zerfass is Professor of Communication Management at the University of Leipzig, Germany, and Professor in Communication and Leadership at BI Norwegian Business School, Oslo, Norway. He is author and editor of 30 books and numerous articles on corporate communication and holds a university degree and doctorate in business administration and a postdoctoral lecture qualification in communication science. Before joining academia, he worked for more than ten years in management positions at various companies and institutions. Zerfass is also executive director of EUPRERA, the European Public Relations Education and Research Association, and lead researcher for the European Communication Monitor.


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Services Terms & Conditions

Locations

Discounted prices

SQUARE

ALBERT HALL

The SQUARE is located in the vibrant Mont des Arts cultural quarter in the heart of Brussels.ThevenueopenedinSeptember2009, SQUARE is an inspiring venue for the 2013 Summit:

Located nearby to the European Headquarteres, Brussels’ Albert Hall will be the venue for our European Communication Award 2013, as well as our Gala celebration into the night afterwards.

The SQUARE rue Mont des Arts B-1000 Brussels, Belgium

Albert Hall Complex Chausée de Wavre 649-651 B-1040 Brussels, Belgium

Members of the European Association of Communication Directors (EACD) and individuals applying for EACD membership at the time of the registration receive a discount on the registration fee. The participant’s individual membership will be verified with the EACD. All discounted prices are valid only if the amount invoiced is received within the time stated on the invoice. Filming and photography

Photo: A2RC ARCHITECTS - B.Struelens

Please be aware that some of the sessions and events during the conference will be filmed and photographed. Participants who do not wish to be filmed or photographed should warn the organisation in advance. Films and photographs will be available at www.communication-summit. eu, and a link will be sent to all participants. Participants can request the removal of a picture or video segment in which they are portrayed at any given time. Cancellation If a previous booking is cancelled and no replacement participant can be found, the following cancellation charges will be incurred:

Contact

* Cancellation 31 days or more before the event takes place: no charge * Cancellation between 14 days and 31 days before the event takes place: 50% of total price * Cancellation less than 14 days before the event takes place: 100% of total price * Cancellations have to be made in a written form. Cancellation and programme changes

Vanessa Eggert EACD Coordinator

Sebastian Lang Programme Coordinator

Contact European Communication Summit 37, Square de Meeûs, B-1000 Brussels Tel +32 (0)2 219 22 90 Fax +32 (0)2 219 22 92 info@communication-summit.eu www.communication-summit.eu

Dennis Schultz Participant Management

Norman Wittig Partner Management

Accomodation during the Summit You can find a list of recommended hotels on the Summit website under „Accomodation“. These can be booked for the period of the event at a reduced fee.

The hosts reserve the right to cancel or to reschedule the location or time, or to arrange a substitute speaker, if this is absolutely necessary due to an unforeseen problem with the speaker, or other unforeseen reasons which are out of the control of the the organisers. In these cases, the hosts are not required to compensate travel or accommodation costs, loss of working time, or other damages, and in other cases only when there is gross negligence. If relocation is not reasonably possible for the participant, then (s)he is entitled to cancel the booking immediately and free of charge. Place of jurisdiction: Berlin, Germany. Organisation: Helios Media GmbH


43

T h e e U R O P e A N C O M M U N I C AT I O N S U M M I T

Partners The European Communication Summit 2013 is hosted by the European Association of Communication Directors (EACD) and Communication Director Magazine. The hosts gratefully thank the following partners for their support:

Reputation Centre

Headquarters Worldwide: Washington, DC Headquarters Europe: Brussels European CEO: Brad Staples European Locations: Berlin, Bonn, Brussels, Istanbul, London, Moscow, Paris, Rome, Warsaw

ApCO Worldwide 47 Rue Montoyer 5th Floor 1000 Brussels Belgium Tel.: +32 (0) 2 645 9811 www.apcoworldwide.com

Headquarters: London, United Kingdom Chief Executive: Tom Vesey

CArMA International Ltd Royal Victoria Patriotic Building John Archer Way London, SW18 3SX United Kingdom Tel: +44 (0) 20 8877 3314 www.carma.com

Headquarters: New York, United States CEO and President, Europe: Robert Phillips Locations: Abu Dhabi, Amsterdam, Barcelona, Berlin, Brussels, Dubai, Dublin, Frankfurt, Hamburg, London, Madrid, Milan, Munich, Moscow, Paris, Rome, Stockholm, Warsaw, Zürich

Edelman Southside, 105 Victoria Street London SW1E 6QT United Kingdom Tel.: +44 (0) 20 3047 2000 www.edelman.com

Headquarters: London, United Kingdom CEO: Pete Pedersen European Locations: Amsterdam, Astana, Baku, Barcelona, Belgrade, Berlin, Birmingham, Bratislava, Bristol, Brussels, Bucharest, Budapest, Cardiff, Dublin, Düsseldorf, Edinburgh, Frankfurt, Geneva, Gothenburg, Hamburg, Istanbul, Kyiv, Leeds, Lisbon, Ljubljana, London (Soho / Victoria) Madrid, Malmö, Milan, Minsk, Moscow, Munich, Paris, Prague, Riga, Rome, Sarajevo, Seville, Sofia, Southampton, Stockholm, Tallinn, Vienna, Vilnius, Warsaw, Zagreb, Zurich

Grayling Portland House Bressenden Place SW1E 5BH London United Kingdom Tel.: +44 (0) 207 932 1850 www.grayling.com

Headquarters: London, United Kingdom Managing Director: Milorad Ajder

Ipsos MOrI 79–81 Borough Road London, SE1 1FY United Kingdom Tel.: +44 (0) 207 347 3000 www.ipsos-mori.com/reputation


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I N T e R N AT I O N A L C O N F e R e N C e F O R C O R P O R AT e C O M M U N I C AT I O N A N D P U B L I C R e L AT I O N S

Headquarters: Paris, France CEO: Jean-Michel Portier Locations: Dublin, Hamburg, London, Madrid, Moscow, Paris, Boston, Shanghai

Kantar Media 60 avenue du Général de Gaulle Puteaux 92046 Paris La Défense France Tel.: +33 (0) 147 671 700 www.kantarmedia.com

Headquarters: Berlin, Germany President: Prof. Peter Voß

Quadriga University of Applied Sciences Werderscher Markt 13 10117 Berlin Germany Tel: +49 (0) 30 4472 9400 www.quadriga.eu

Headquarters : London, United Kingdom European CEO: Carl Radley European Location: Birmingham, United Kingdom

radley yeldar 24 Charlotte Road London, EC2A 3PB United Kingdom Tel: +44 (0) 20 7033 0700 www.ry.com

Headquarters: Lugano, Switzerland Managing Director: Regina Pinna-Marfurt, Communication Management l Executive Education

USI Università della Svizzera italiana Communication Management l Executive Education Via Giuseppe Buffi 13 CH-6900 Lugano / Switzerland Tel.: +41 58 666 42 80 www.mscom.usi.ch

Headquarters Worldwide/Europe: London, United Kingdom CEO: Marc Cloosterman European Locations: London, Amsterdam, Hamburg, Copenhagen, Madrid

VIM Group Brand Implementation 7-10 Adam Street The Strand London WC2N 6AA United Kingdom Tel.: +44 (0) 20 36 08 61 70 www.vim-group.com


T h e I N T e R N AT I O N A L C O N F e R e N C e F O R C O R P O R AT E C O M M U N I C AT I O N A N D P U B L I C R E L AT I O N S

EUROPEAN

RegisteR now!

COMMUNICATION SUMMIT

Fax +32 (0)2 219 22 92

I would like to attend the European Communication Summit on June 27th and June 28th, 2013 in Brussels. I work as a Communication Director, Communication/PR Manager or Spokesperson for a company, association or NGO, or in the field of politics. I am not a member of the european Association of Communication Directors and do not wish to apply for membership this time. Conference fee: 1,920 Euro* I work as a Communication Director, Communication/PR Manager or Spokesperson for a company, association or NGO, or in the field of politics. I would like to become a full member of the european Association of Communication Directors (membership fee 140 euro** per year) and hereby officially apply for full membership. Conference fee: 960 Euro* I am a full member of the european Association of Communication Directors. Conference fee: 960 Euro* I will not be able to attend the european Communication Summit 2013.

I will not be able to attend the european Communication Summit 2013 but I would like to become a full member of the european Association of Communication Directors (annual membership fee: 140 euro**) and hereby officially apply for membership.

PlEASE FIll IN: *** SURNAME, FIRST NAME

dATE OF BIRTh

EMPlOyER

POSITION

OFFIcE AddRES S

STREET

POSTcOdE, cITy

cOUNTRy VAT NUMBER

OFFIcE TElEPhONE

OFFIcE TElEFAx

OFFIcE E-MAIl

URl OF ThE EMPlOyER

hOME AddRES S

STREET

POSTcOdE, cITy

billing address

d at e

office

cOUNTRy

home

SIgNATURE

* Included in the participant’s fee is access to all parts of the conference Programmee as well as to the evening reception “european Communication Award”. Prices do not include VAT. ** excl. VAT; please see conditions of membership on www.eacd-online.eu; please note that the annual membership fee of 140 euro is not included in the conference fee of 920 euro. *** All fields are mandatory

E U r O p E A N C O M M U N I C AT I O N S U M M I T SqUARE dE MEEûS 37 | B - 1 0 0 0 B R U S S E l S | T E l + 3 2 ( 0 ) 2 2 1 9 2 2 9 0 | FA x + 3 2 ( 0 ) 2 2 1 9 2 2 9 2 | I N F O @ c O M M U N I c ATION-SUMMIT.EU w ww. c O M M U N I c AT I O N - S U M M I T. E U


Gunhild A. Stordalen greeNudge

Aurelie Valtat council of the European Union

Thomas Schultz-Jagow Amnesty International

Ulf Santjer Puma

Christoph rust honda Motor Europe ltd

Mireille Van pollaert Flemish Infoline

Mark Aris diageo

Dejan Vercic University of ljubljana

Anne Villemoes danish crown

Andrea polo Immobiliare.it

Stefanie Wettberg BASF SE

regine Coqueran-Gelin Alcatel-lucent

Dr. piet Verhoeven AScoR

Olga podoinitsyna VTB capital

Katharina Junge deutsche Bahn group

Klaus Fridorf Nordea

Michele Galen Novartis

Tracy Corrigan wall Street Journal Europe

Frank Hilgenfeld Emmvee Photovoltaics

Ansgar Zerfaß Universität leipzig

Harald Händel city of Eberswalde

Betteke Van ruler University of Amsterdam

marc kloosterman VIM

Andre Manning Philips

ThE EUROPEAN COMMUNICATION SUMMIT 2013 IS hOSTED By

CommuniCation

DireCtor

Magazine for Corporate Communications and Public Relations

WWW.COMM U N I C AT I O N - S U M M I T. E U

Mark Langendorf Siemens Ag


European Communication Summit 2013  

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