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
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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.