Ho w Br u Wo sse rk ls s
discounted registration available until may 5
latest developments in the eu political process and the future of lobbying
7.
conference eu public affairs may 31 – june 1, 2017 brussels
conferences.quadriga.eu/publicaffairs
wednesday may 31, 2017 09:00 am – 10:30 am Public Affairs in Brussels 101 – Politics in the EU (optional) Prof. Dr. Mario Voigt, MP 10:30 am – 11:00 am Doors open and welcome coffee 11:00 am – 11:15 am Welcome/Introduction Day 1 Prof. Dr. Mario Voigt, MP
How Brussels Works
module ii
public affairs under fire – how to work effectively in the age of populism
the groundwork – prerequisites of succesful public affairs
module i
11:15 am – 12:00 pm opening keynote: Current state of the EU – Does Brussels work? Paul Nemitz, Director Fundamental Rights and Rule of Law European Commission - Directorate-General for Justice and Consumers
2
12:00 pm – 12:40 pm best case: Challenges and opportunities of a company representation in Brussels DR. SUSANNE ROMPEL, Head of EU Representative Office, innogy SE 12:40 pm – 1:20 pm best case: Aligning corporate affairs and communications with business needs in the EU DR. Alan Hardacre, Head of Group Corporate Affairs, Imperial Brands 1:20 pm – 2:20 pm
Lunch
2:20 pm – 3:00 pm b est case: Boosting Public Affairs through brand and reputation management ROLAND VERSTAPPEN, Global Director Public and Governmental Affairs, Heineken
3:00 pm – 3:15 pm
k ick-off for the
3:15 pm – 3:50 pm 3:50 pm – 4:20 pm
panel discussion: How Brussels works & does Brussels work?
Maria Heider, Head of Western Europe & EU Affairs, METRO AG
Coffee Break
4:20 pm – 5:00 pm best case: Shifting alliances - Successful PA through ad hoc coalitions (tba) 5:00 pm – 5:40 pm best case: 5 crisis communications must-dos for trade associations Florence Ranson, Director of Communications, FoodDrinkEurope 5:40 pm – 6:20 pm
b est case: How to support rational debate under irrational circumstances
6:20 pm – 6:30 pm
Sum-up
from 7:30 pm
Dinner at the Public Affairs Awards Gala
Andy Mayer, Head of Public Affairs, UK & Ireland, BASF plc.
thursday june 1, 2017 8:45 am – 09:15 am Doors open and welcome coffee 9:15 am – 9:30 am Day 2 Intro Prof. Dr. Mario Voigt, MP 9:30 am – 10:00 am
i mpulse: The future of our profession
10:00 am – 10:10 am
Intro to the interactive session
workshop 2:
Public affairs in the new European political environment – working in the context of Brexit and populism. MATT HINDE, Senior Vice President, FleishmanHillard Brussels
workshop 3: Digital Public Affairs Christian HIERHOLZER, Managing Director Brussels, Hanover Communications kemi akindele, Lead Digital Strategist, Hanover Communications
11:30 am – 12:30 pm
Brunch
12:30 pm – 2:00 pm
Tools of the Trade (Workshops repeat)
2:00 pm – 2:15 pm
Sum-Up Workshops
from 2:15 pm
Summary and goodbye
tools of the trade
ws ii
10:10 am – 11:30 am workshop 1: Public Affairs capacity building in the current EU institutional environment Elaine Cruikshanks, Founding Partner, Acumen Public Affairs
workshop session i
Rui Faria da Cunha, Director General, SEAP (Society of European Affairs Professionals)
conferences.quadriga.eu/en/publicaffairs
3
day 1 MP PROF. DR. Mario Voigt, ormation and Politics Professor of Digital Transf Quadriga University
Public Affairs in Brussels 101 – Politics in the EU (optional) In order for all participants to start at the same level, we invite you to our optional Public Affairs Basics session. Hosted by Prof. Dr. Mario Voigt, our moderator and professor of digital transformation and politics at Quadriga University Berlin, you will get the chance to brush up on your knowledge and get up to speed on the 101 of Public Affairs. Once you have done so, you will be ready for the two insight-packed days we have prepared for you. 09:00 am – 10:30 am
11:00 am – 11:15 am
as a pros and conducts research Prof. Dr. Mario Voigt teache driga Qua the at s tion and politic fessor of digital transforma ional fess pro t pas gt’s Voi lin. Ber nces University of Applied Scie deng nni pla al g with the politic experience includes workin Foundalin, the Konrad Adenauer Ber in CDU the of nt partme tions nica mu com heading company tion in Washington, and a AG. Jen k lyti Ana up gro y log techno and investor relations of son, rick n-E Can Mc at the lead agency As a strategy consultant Angela for gn pai cam tion elec l federa Voigt participated in the lic affairs n, he has worked on pub Merkel in 2005. Since the in the areas ls, leve al tion rna inte l and campaigns, both on loca 9, Voigt has 200 ce Sin campaigning. of mobilisation and digital and is ia ring Thu of ent liam te Par been a member of the Sta . iety soc ital science and dig spokesman for economics,
Welcome & introduction to the programme
work? s el ss ru B es o d – EU e th f Current state o e op en in g keyn ot
How Brussels Works
11: 15 am – 12: 00 pm
4
Paul F. NEMITZ is the Director for Fundamental rights and Rule of law in the Directorate-General for Justice and Consumers of the European Commission. The free movement of people in Europe, data protection, fight against hate speech and racism and rights of the child are key responsibilities of his Directorate. Before joining the Directorate-General for Justice, Nemitz held posts in the Legal Service of the European Commission, the Cabinet of the Commissioner for Development Cooperation and in the Directorates General for Trade, Transport and Maritime Affairs.
prerequisites of succesful public affairs
module i
best cas e
Challenges and opportunities of a company representation in Brussels Running a corporate representation in 12:0 0 pm – B russels and advocating on behalf of the 12:4 0 pm most critical corporate interests in the EU political arena plays a substantial role in a comp any’s strategy. But how do you set up an effective corporate representation in Brussels? What skills, staff and infrastructure do you need? How do you set the day to day agenda and man age both current and long-term issues?
best cas e
Aligning corporate affairs and communications with business needs in the EU Alan will look at how to sustain an EU Affairs s. 12:4 0 pm – Office through alignment with business need far 1:20 pm seem Brussels, and EU legislation, can often at the same time from business reality in member states while developments of e volum r it is also easy to get lost in the shee essential to is ms in Brussels. Navigating these two conundru and aligned to the having an EU Affairs Office that is connected the bottom line. It commercial business and thus contributing to Affairs Office at the is often not easy to cement the role of an EU t with business men heart of business decision taking – but align get right. needs is the first and most important step to
1:20 pm – 2:20 pm
Lunch
Dr. susanne rompel Head of EU Representative Office innogy SE Dr. Susanne Rompel is Head of innogy SE’s EU Representative office, innogy SE being one of the leading European energy companies active in Renewables, Grid & Infrastructure as well as Retail. Prior to this, Dr. Rompel was heading Strategic Planning within RWE AG’s Strategy & Innovation department, responsible for Group strategy development and the annual strategic planning process. She also has experience working for the European Commission’s Directorate General for Energy.
D R. a lan hardacre e Af fairs up Corporat Head of Gro ds Imperial Bran up Head of Gro dacre is the ds based in an Br Dr. Alan Har l ria pe fairs for Im siCorporate Af le he is respon m. In this ro iu and lg d Be se , ls cu se Brus driving, a fo loping , and across gy te ra st ble for deve fairs Corporate Af this strategy commercial mponent of co or aj m A EU – its main e th the globe. in pany works m co urer in e th w a is ho he was lect . Prior to this the at it un g” profit center in Decision- Mak n ion ea at op tr is ur in “E the blic Adm stitute for Pu ern Euro od M in European In s) on holds a BA (H Universit y (EIPA) . Alan ughborough Lo om fr s ie from the ue iq pean Stud lit Po de Science EA D a d In 2008 he . an on (UK) iques de Ly lit Po es ud in InterÉt Institut d’ h distinction, his PhD, wit from d ns de ar tio la aw was litical Re omic and Po national Econ y. gh Universit Loughborou
best ca se
2:20 pm – 3:00 pm
Boosting Public Affairs through brand and reputation management
Roland verstappen Global Director Public and Governmental Affairs HEINEKEN Roland Verstappen joined HEINEKEN in 2012 and is currently Global Director Public and Governmental Affairs for HEINEKEN International based in Amsterdam. Roland has worked for Komatsu Europe, was Executive Director European Governmental Affairs at Ford of Europe and worked at Mittal Steel where he was involved in the merger with Arcelor after which he assumed the role of Vice President International Affairs for ArcelorMittal based in London.
5
conferences.quadriga.eu/en/publicaffairs
population in It’s no secret – the trust of the general ia is declining. In business, government, NGOs, and med is increasing addition, political and economic volatility ately pose great globally. Clearly these developments ultim ies. A key queschallenges and business risks for compan t and remain a reletion is how companies can regain trus ussions? Mr. Vervant partner in policy and regulation disc lopments mean stappen will elaborate on what these deve y like HEINEKEN for a consumer goods and brand compan ness models. and will leverage global and local busi
Panel discussion module i i
PUBLIC AFFAIRS UNDER FIRE – HOW TO WORK EFFECTIVELY IN THE AGE OF POPULISM
How Brussels Works
6
3:0 0 pm – 3:1 5 pm
Discussion Kick-Off 3:15 pm – 3:50 pm
How Brussels works & does Brussels work?
3:5 0 pm – 4:2 0 pm
best case
4:2 0 pm – 5:0 0 pm
Maria Heider started her professional career in 1983 working for The Greens in the Bundestag. In 1998 she changed to the Federal Ministry of Finance where she was spokesperson for some time but also worked in Brussels for four years in EU Institutions and at the National Academy for Security Policy in Berlin (BAKS). Since 2015 Maria Heider is working for METRO AG Wholesale & Food Specialist Company, Corporate Communications and Public Policy.
Coffee Break
Shifting Alliances – Successful PA through ad hoc coalitions
best cas e
5 crisis communications must-dos for trade associations
A crisis is never easy to handle, but it is even more complicated if an association with many different members is affected. The strategies need to be adapted to the case, depending on whether only one member or the whole sector is hit. What are the differences? Who does what and when? What renders the situation more complicated and what are the specific factors of influence in the EU-context? 5:00 pm – 5:40 pm
best cas e
How to support rational debate under irrational circumstances
BASF wished to engage in the 2016 UK Referendum on EU membership, and maximise their contribution to a Remain vote. But without closing the door to future by adding to a engagement with Leave campaigners, or doing harm voters. The chorus of ‘elite opinion’ that appeared disconnected from on. referendum roadshow was our soluti
florence ranson Director of Communications, FoodDrinkEurope Florence Ranson is Director of Com the munications at FoodDrinkEurope, & European organisation of the food in April drink industry. She took this role mu2014, after 12 years as Head of Com Fednications at the European Banking y etar Secr was she ly, ious Prev eration. g rtisin Adve General of the European Tripartite.
5:40 pm – 6:20 pm
6:20 pm – 6:30 pm from 7:30 pm
Sum-up
Dinner at the European Excellence Awards in Public Affairs Gala
andy mayer Head of Public Affairs, UK & Ireland, BASF plc. Andy Mayer is the Head of Public Affairs, UK & Ireland for BASF plc. He has twenty years of experience in UKEU relations and public affairs, and has been leading BASF’s UK engagement wor k on the referendum and Brexit.
impulse
day 2 Rui Faria da Cunha Director General, SEAP (Society of
European Affairs Professionals)
A Portuguese national, Rui Faria da Cunha is an international lawyer and European affairs specialist with more than 20 years of experience on three continen ts and currently Director General of the e Society of European Affairs Profession als. He worked as a senior European affai rs advisor for Avisa Partners in Brus sels and was public affairs manager of the Brus sels office of Apex-Brasil (the Braz ilian Trade and Investment Promotion Agency) betw een 2010 and 2015, dealing with trade policy, market access, and international trade negotiations
The future of our profession
nt in the lobby profession The last ten years have seen an unparalleled developme se for a company, an as9:30 am – in Europe and around the world. Wherever we work: in-hou we do it have also changed 10:00 am sociation or for an agency, the work we do and the way nts will no longer suffice as a guarantee considerably. A focus on policy and legislative developme to every lobbyist’s portfolio comes through a for efficiency and success in public affairs. Added value environment in which their clients, members more diverse skill set and being aware of the broader hence look like? What will be the skills or employers operate. What will the lobbyist of five years’ Faria da Cunha for an outlook to the future required and how will these skills be acquired? Join Rui of the Public Affairs profession.
Intro to the interactive session
7
conferences.quadriga.eu/en/publicaffairs
10:00 am – 10:10 am
tools of the trade
Workshop Session i
pacity
1: Public Affairs ca Wo r k s h o p itutional
ent EU inst building in the curr environment
el aine cruikshanks ic Affairs er, Acumen Publ Founding Partn senior experience as a s over 25 years’ ha s nk ha tions proks ica ui un Cr Elaine rategic comm ic affairs and st bl pu eration, d op an ls er se us ag Br man As CEO of the n. lto ow Kn & the ll fessional at Hi 94 – 2010 to be ls office from 19 se us Br ll as eir th we as she built up ussels market, tancy on the Br ul tice. ns ac co pr R /P irs fa PA af largest e global public of director of th UK Forle e ro th e r fo th g ed rk vin ha (having wo is public affairs EU- wide and Her background has run Brussels, e sh s, ar ye e th er Ov . e) eign Offic nge of clients. mpaigns for a ra international ca
ls in the age to engage in Brusse ys wa st be e th e ar What big things” , Brexit and a “big on of better regulation u have the right w do you ensure yo Commission? And ho op for an interce? Join this worksh pla in am te d an ols to these points. active discussion on
Public affairs in the new European political environment – working in the context of Brexit and populism.
10:10 am – 11:30 am
Workshop 2:
After the tumultuous political events of 2016 and 2017, this workshop will look at how public affairs practitioners should deal with the new policy environment, ensuring that their voices are heard amongst the increasing political noise.
MAtt hinde Senior Vice President FleishmanHillard Brussels Matt Hinde joined the FleishmanHil lard Team in Brussels as Senior Vice-President in the Ener gy Practice in October 2015. Before joining FleishmanHillard, Matt developed extensive knowledge, expertise and experience working for the British Government as Head of EU Strategy in the Department of Energy and Climate Change between 2013 to 2015. He led the UK’s negotiatin g team in energy politics as the 1st Secretary Energy and Atom ic Questions at the UK Permanent Representation to the EU from 2009 to 2013. Before this, Matt undertook postings in the Foreign and Commonwealth Office in the Middle East and the European and Global Issues Secre tariat in the Cabinet Office. He began his career in the Department of Trade and Industry.
Wo rk sho p 3: Digital Public Affairs
How Brussels Works
Digital public affairs is changing rapidly and organisatio ns must keep pace. The workshop will provide insights on: • How MEPs use social media to consume and interact with stakeholders. • How organisations can use digital tools and data to achieve their public affairs goals. • Best practice and where digital public affairs is heade d.
8
kemi Akindele Lead Digital Strategist Hanover Communications
Christian hierholzer Managing Director Brussels Hanover Communications
Kemi leads Hanover’s Digital Team. She specialises in developing and implementing effective digital strategies for a broad range of corporate and consumer organisations, international NGOs and governments.
Christian leads Hanover’s Brussels office providing high level strategic advice to clients across a variety of business sectors and policy areas on advocacy and communication strategies and campaigns targeting EU policymaker and stakeholder audiences.
11:30 am – 12:30 pm
12:30 pm – 2:00 pm
Workshop Session ii:
Tools of the trade (Workshops Repeat)
Sum-Up Workshops
from 2:15 pm
Summary and goodbye
9
conferences.quadriga.eu/en/publicaffairs
2:00 pm – 2:15 pm
Brunch
host
How will your professional vision become reality? Quadriga University Berlin offers interdisciplinary education, practically relevant research and network building to help advance your career. We interrogate the status quo and put your questions under the spotlight – for a continuous professional growth.
partners
Acumen Public Affairs
Acumen is an independent consultancy, launched in September 2010. It brings together more than 60 years of public affairs and communications expertise in the shape of its three partners, Elaine Cruikshanks, Abigail Jones and Giles Keane. Our philosophy is to provide clients with value adding strategic counsel and high quality execution – by the same people.
ANP
ANP (Netherlands National News Agency) provides PA and Communications Professionals with the latest insights in the EU policy-making process. The European decision making process is a labyrinth: it involves many different parties that each have their own interests. Keeping up takes up a lot of time and money. Untill now. We help you to stay on top of the entire decision making process in a very cost-effective way. Choose your topics and we provide you with reliable and accessible information – 24/ 7 and in real-time. Political Navigator: Choose your topics, get alerts and stay informed.
Burson-Marsteller
Around the world, the people who make up Burson-Marsteller are committed to helping our clients succeed in Being More. Our commitment is driven by our belief that the most successful organisations are guided by a clear sense of purpose – a distinct and powerful world view that shapes their business, guides their actions and ultimately determines their reputation and success.
FleishmanHillard
FleishmanHillard is a global full-service communications agency and the leading EU public affairs consultancy in Brussels. FH’s multinational team in Brussels is dedicated to practicing European Union government relations, public affairs and strategic communications in new and innovative ways that resonate within Brussels and across Europe helping organisations understand and shape the European agenda.
How Brussels Works
Hanover Communications
10
Hanover is an independent consulting firm that specialises in advising global brands, businesses and organisations on reputation, communications and public affairs.From our offices in London, Brussels and Dublin, we create and deliver integrated programmes that are designed to ensure organisations bridge the gap between where they are and where they want to be.
SErvice
Contact Filip PIskacev
Dennis Schultz
Conference manager
Registration
filip.piskacev@quadriga.eu Tel +49 (0) 30/84 85 90
dennis.schultz@quadriga.eu Tel +49 (0) 30/84 85 90
Fees & Registration Early Bird registration deadline is May 5th, 2017: Conference Fee 1,090 EUR* (after May 5th 1290 EUR*) Members of the European Association of Communication Directors (EACD) and subscribers of Communication Director magazine can register for the reduced conference Fee of 990 EUR* Register online under: http://conferences.quadriga.eu/en/publicaffairs/register
LOCATION SERVICE
* Prices do not include VAT. Find the detailed terms and conditions at: http://conferences.quadriga.eu/en/terms
Location: Hôtel Le Plaza Bruxelles Located in the centre of Brussels, 5 minutes away from the famous Grand Place, Le Plaza Hotel is just next to “Rue Neuve” shopping street and just a few steps away from the main tourist attractions of Brussels. Combining both business and leisure, this area offers easy access to many strategic locations of the city center of Brussels. Just a stone’s throw away from Place Rogier, enjoy at the Hotel Le Plaza, a tranquility in the very heart between the Northern Quarter, the second largest business district in Belgium, and Brussels city center.
Adress: Hôtel Le Plaza Bruxelles Bld Adolphe Max 118-126 1000 Bruxelles, Belgique
www.leplaza-brussels.be
11
conferences.quadriga.eu/en/publicaffairs
Tel. +32 2 278 01 00