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UPDATE - European Communication Summit by wulinqing


									                                                                                                                                        CHANGE COMMUNICATION
                              REGISTER NO W                                                                                             REPUTATION MANAGEMENT

                                                                                                                      Topics include:
                                                                                                                                        PUBLIC AFFAIRS

    JULY 5 & 6 , 2012 · BRUSSELS
                        TH                     TH                                                                                       INTERNAL COMMUNICATION
                                                                                                                                        SOCIAL MEDIA & ONLINE COMMUNICATION
                                                                                                                                        CRISIS COMMUNICATION
                                                                                                                                        CORPORATE SOCIAL RESPONSIBILITY

                        EUROPEAN                                                                                                                                     ATE


MOL GROUP               ATLAS COPCO AB               MOTOROLA                         VOLKSWAGEN                              EUROPEAN CENTRAL BANK      RIO TINTO

NIALL RYAN              SINAN CEM SAHIN              CEES VAN RIEL                    FAHIMA CHERAFEDDINE                     JON IWATA                  INGE WALLAGE
                                                                                      WOMEN’S ISSUES

WWF                     THE CHALFONT PROJECT         EACD                             ARLA FOODS                              KPN ROYAL DUTCH TELECOM    FH WIEN

TOMAS JENSEN            HJÖRIDS ÀRNADÓTTIR           CHRISTIAN PFISTER                STELLA BLAND                            SEAN MAC NIVEN             PAUL KETELAAR
MICROSOFT               ACTAVIS                      SWISS LIFE                       AECOM EUROPE                            SAP GERMANY                NIJMEGEN UNIVERSITY

LAUREN SAYESKI          ANDREA POLO                  HU SHULI                         CARSTEN TILGER                          GERHARD ROTH               GERLINDE NIEHUS
COCA-COLA ENTERPRISES   IMMOBILIARE.IT               CAIXIN MEDIA                     HENKEL                                  UNIVERSITY OF BREMEN       NATO

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

     PAGE              PAGE            PAGE          PAGE             PAGE                PAGE         PAGE         PAGE

     3                 4               6              7               19                 34            39          41
 Invitation          Summit        Participant     Organisa-       Locations        Speakers         Sponsors   Registration
    from            Overview        Structure     tions Repre-
   EACD                                          sented at the
 President                                       2012 Summit
  Herbert                                          and Hosts

 FUTURE LABS                                                      MAIN SESSIONS

 AUGMENTED                        LOCATION-BASED
 REALITY                          ADVERTISING

 WHO OWNS THE                     LEARNING FROM THE
 INTERNET?                        PAST FOR THE FUTURE

 KEYNOTES                                                         BEST CASES & WORKSHOPS

Programme | Day One

Morning                                                          Afternoon
Welcome & Opening Keynote                                    8   Best Cases & Workshops                                    13
Best Cases & Workshops                                       9   Main Session I                                            15
Future Lab 1 & 2                                            11   Gala European Communication Award                         16
Interactive Session: Swarmworks                             12

Programme | Day Two

Morning                                                          Afternoon
Keynote II                                                  24   Best Cases & Workshops                                    26
Main Session: Social Activism                               25   Future Lab 3 & 4                                          28
Best Cases & Workshops                                      26   Final Keynote                                             31
                                                                 EACD General Assembly                                     32
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                       3


                                             Communicating in Times
                                             of Global Change
                                             Change, they say, is the only constant; something we all have to remind ourselves when
                                             we pause to consider the dazzling, even frightening, degree of changes – political, social,
                                             economic and professional – that we are currently undergoing. It was ever thus – change
                                             is not a temporary trauma visited upon us: it is the perpetual state of our existence. And so
                                             while it might be tempting to look wistfully back to an imagined state of peaceful, secure
                                             equilibrium, the successful communicator has to accept that coping with change is the
                                             only way to stay on top. They have to keep up with an ever-growing and accelerating spread
                                             of information from all around the globe while at the same time being confronted with an
                                             increasing amount of misinformation about their company or client. This explosion of opin-
                                             ions, voices and demands is just one of the many changes our profession currently faces.
                                             The new realities of business in a post-economic crisis Europe, as well as issues raised by
                                             the explosive examples of social unrest in the continent and beyond, are other examples,
                                             and will be recognised in the two main sessions planned for this year’s Summit. They are
                                             “Business Strategies of the Future and the Role of the Communicator” and “The Age of the
                                             Movement: Activism, Engagement, and Mediation”. Corporations – in as much as they are
                                             symbols of the capitalist system – have been the target, rightly or wrongly, of many of the
                                             protest movements sweeping across the world: how to listen to these criticisms, how to re-
                                             spond to them, and how to learn from them, are some of the urgent questions that face us
                                             as communicators. Another cliché: change is another word for opportunity. Now is the time
                                             for the corporate communicator to make the most of what is nothing less than a renegotia-
                                             tion of the way that businesses and the wider society interact. At a speech in January’s
                                             Davos conference, George Soros predicted that without a clear game-plan, Europe will be
                                             mired in cycle of economic decline and political disintegration. As representatives and
                                             communicators for Europe’s financial, corporate and political spheres, we have a role and
                                             a responsibility to help formulate such a game plan. That is why I hope to welcome you to
                                             this year’s European Communication Summit.

                                                                                       HERBERT HEITMANN
                                                                                       P R E S I D E N T,
                                                                                       E U R O P E A N A S S O C I AT I O N O F
                                                                                       C O M M U N I C AT I O N D I R E C T O R S
4                                                                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

The Summit Overview

July 5th, 2012                                          Gala
Summit Day One                                          European Communication Award
         The sixth edition of the European Commu-                The EACD board will once again present the
         nication Summit will be moderated by Karin              European Communication Award at a ceremony
         Helmstaedt and will introduce several new               on the evening of the first day of the Summit.
         formats for participants, including a series            All conference participants are invited to the
         of personal skills sessions and four Future             event, which will begin shortly after 8pm at the
         Labs. The main highlights of day one will be            Albert Hall Complex in Brussels.
         our beginning keynote, a main session on
         social business, and a special interactive
         session for all participants.
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                                                     5

July 6th, 2012                                                                                    EACD
Summit Day Two                                                                                    General Assembly 2012
                                The second day of the Summit will begin with                                                      After the conference has ended, members of
                                an impressive opening keynote, followed by                                                        the European Association of Communication
                                a main session on one of the most prominent                                                       Directors are invited to attend the associa-
                                topics of this year: social activism. Com-                                                        tion’s annual General Assembly, where the
                                munication strategies and practices across                                                        group will review the activities of the network
                                all relevant disciplines will once again be                                                       and its Regional and Working Groups over
                                present throughout the programme, along with                                                      the past year. We invite members to join to
                                practical workshops and a continuation of the                                                     discuss the policies and plans of the EACD
                                personal skills and technology lab series from                                                    over the coming year.
                                the first day.
6                                                                                                     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

The Summit

                                                    Participant Structure

The European Communication Summit annually gathers a broad range of mid- to senior-level inhouse communicators from over 30 different countries. Our
                  participants represent some of Europe’s most renowned companies, associations, institutions and organisations.

                                                                       Members by Countries

                                                                           Albania                                                                           0,2%
                                                                           Austria                                                                           2,5%
                                                                           Belgium                                                                         17,9%
                     Members by                                            Bulgaria                                                                          1,1%
                                                                           Croatia                                                                           1,1%
                                                                           Czech Republic                                                                    0,4%
                                                                           Denmark                                                                           1,8%
    Other _____________________________ 15.9%
    Head of Communications/                                                Estonia                                                                           0,2%
    Director of Communications ___________ 11.6%                           Finland                                                                           3,7%
    Head of Public Relations _______________ 3.2%
                                                                           France                                                                            6,1%
    Public Affairs Director/Manager __________ 1.2%
    Managing Director/CEO ________________ 5.4%                            Georgia                                                                           0,2%
    Communication Manager/Director _______ 21.8%                           Germany                                                                           8,1%
    Global Communications Director _________ 3.5%
    PR-Manager ________________________ 2.3%                               Greece                                                                            0,4%
    Press Officer/Spokesperson ____________ 0.7%                           Iceland                                                                           1,1%
                                                                           Ireland                                                                           0,4%
                                                                           Israel                                                                            0,2%
                                                                           Italy                                                                             2,3%
                                                                           Latvia                                                                            0,5%
                                                                           Lithuania                                                                         0,2%
                     Members by                                            Luxembourg                                                                        1,1%
                                                                           Netherlands                                                                     11,6%
                                                                           Norway                                                                            3,3%
                                                                           Oman                                                                              0,2%
    Companies ________________________ 65.6%
    Politics & Institutions _________________ 11.4%                        Poland                                                                            1,2%
    Media/Other ________________________ 5.6%                              Portugal                                                                          0,7%
    Consultancies _______________________ 8.0%
    Interest Groups, NGOs, Associations ______ 9.3%                        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%

    Women ___________________________ 53.5%                                United Kingdom                                                                  13,5%
    Men _____________________________ 46.5%                                United States                                                                     0,9%

                                                                                                                                  Source: Participant Structure 2011
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                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      7

Organisations Represented at the 2012 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:

– ACEA                                     – Federation of Austrian                   – Puratos                                                                                                                                                         The European Association of Com-
– Actavis Switzerland                         Industries                              – Radboud Universiteit                                                                                                                                            munication Directors (EACD), which
– AECOM                                    – FHWien                                     Nijmegen                                                                                                                                                        was founded in Brussels in 2006, now
– Akzo Nobel                               – Fondation Hëllef fir d‘Natur             – Rio Tinto                                                                                                                                                       has over 1,900 members, is the network
– Anheuser-Busch InBev                     – Fraunhofer-Institut für Offene           – Robeco                                                                                                                                                          for communication professionals from
– AREVA                                       Kommunikationssysteme                   – Rotterdam School of Man-                                                                                                                                        all fields across Europe. The Associa-
– Arla Foods                               – GE Energy                                  agement Erasmus University                                                                                                                                      tion meets the needs of communication
– Association des banques et               – Goodman Group                            – Royal Ahold                                                                                                                                                     professionals working internationally, and
  banquiers, Luxembourg                    – Greenpeace International                 – Royal Bank of Scotland                                                                                                                                          provides them with support in the face of
– Atlas Copco                              – Harrods Ltd.                             – Royal Dutch Shell                                                                                                                                               the exciting new challenges they deal with
– Avinor                                   – Havenbedrijf Rotterdam N.V.              – Royal KPN                                                                                                                                                       in the global arena. The association offers
– Bank Sarasin                             – Holcim Hungária Zrt.                     – Royal TNT Post                                                                                                                                                  training, events, meetings and networking
– Barclays Bank                            – IE Business School                       – Saab                                                                                                                                                            opportunities for its members on both a
– BNP Paribas Fortis                       –                           – SANOFI                                                                                                                                                          regional and a continental basis, as well as
– Boehringer Ingelheim                     – ING Belgium                              – SAP                                                                                                                                                             providing online services and publications
– Bundesamt für Statistik                  – International Post Corporation           – Sappi Europe                                                                                                                                                    to assist its members in their professional
– Burger King                              – International Telecommunica-             – Schaeffler                                                                                                                                                      lives.
– Caixin Media                                tions Union                             – Schlumberger Limited
– Cargill Europe                           – ISTUD Business School                    – Science and Technology
– Carl Zeiss                               – K&H Bank                                   Facilities Council
– CLS Communication                        – KLM SkyTeam                              – Siemens
– Coca-Cola                                – Korn Ferry International                 – Sky Deutschland
– Confederation of European                – Kraft Food                               – Solvay Group
  Paper Industries                         – Let‘s do it Initiative                   – Spanish Generic Medicines    AP monitoring HDF 210x280   29/07/10   17:07   Page 1

– Daimler                                  – Lloyds Banking                             Association                                                                             �������������������


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– Danone Place Schiphol                    – Maersk Oil & Gas                         – SSPA Sweden
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– Danske Bank                              – Mandatum Life Insurance                  – Swedbank
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– Der Spiegel                                 Company Limited                         – Swiss Life



– Dow Europe                               – Mazars                                   – Telenet Foundation                                                                                                                                                                                                                                                             ����������������������������������������
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– DSM Innovation Center                    – Mediq                                    – Teradata
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– Dufry                                    – Metinvest Holding                        – The Brussels Airport
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– Durham University                        – Microsoft                                  Company                                                                                                                                                                                 Anzeige_21*28fin.indd 1                                                                                                                   23.02.2007 14:59:15 Uhr

– ECORYS UK                                – MOL Plc.                                 – The Chalfont Project
– egta, association of televi-             – Motorola                                 – The Ministry of the                                                                                                                                                      Communication Director is the maga-
  sion and radio sales houses              – MWV International Sarl                     Environment                                                                                                                                                              zine for corporate communications and
– Elan Corporation                         – Naviair                                  – The National Comitte for the                                                                                                                                             public relations in Europe. Published
– ELTEL Group Corporation                  – Nefarma                                    Follow up of Women’s Issues                                                                                                                                              quarterly in English, the magazine docu-
– Ernst & Young                            – Nestlé                                   – The Sage Group                                                                                                                                                           ments opinions on important strategic
– ERSTE Foundation                         – Nofima                                   – Total                                                                                                                                                                    questions in communication, discovers
– ESK Ceramics                             – Nordea Bank Finland                      – TU Delft                                                                                                                                                                 transnational developments and dis-
– Eucomed                                  – NovoNordisk                              – Turk Telekom                                                                                                                                                             cusses their relevance from a European
– Eurasian Development Bank                – Nycomed Russia                           – Unilever                                                                                                                                                                 perspective. In addition, Communication
– Eurocities Network of Major              – Nyrstar                                  – University of Leeds Business                                                                                                                                             Director presents current studies and
  European Cities                          – ORGALIME                                   School                                                                                                                                                                   news from the world of PR, as well as
– Europäische Zentralbank                  – The European Engineering                 – Uría Menéndez Abogados                                                                                                                                                   introducing communication experts who
  European Central Bank                       Industries Association                  – Visa Europe                                                                                                                                                              represent the internationalisation of their
– European Institute of Public             – Österreichische Volksbanken              – voestalpine Stahl                                                                                                                                                        profession.
  Administration                           – Philips Electronics                      – Volkswagen Group
– European Organisation for                – Philips Intellectual Property            – Wood Group
  the Safety of Air Navigation                & Standards                             – World Steel Associaton
  Headquarters                             – PKA                                      – World Wildlife Fund
– European Wind Energy                     – ProSiebenSat.1 Media                     – Yakult Europe
  Association                              – PUBLIGroupe                              – Zurich Insurance Company
8                                                                                                             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

Day 1 | Introduction                                                                                                             Thursday, July 5, 2012

10:00–11:00 | Welcome and Opening Keynote
                                                                                                                                         HERBERT HEITMANN
The 2012 European Communication Summit will be opened by Herbert Heitmann, President of the                                              P R E S I D E N T, E U R O P E A N
                                                                                                                                         A S S O C I AT I O N O F
European Association of Communication Directors. In his welcoming speech, he will invite participants to                                 C O M M U N I C AT I O N
explore the current state of the communications industry and will set the tone for another exciting confer-                              DIRECTORS
ence featuring top-class speakers from the worlds of business, media, politics, NGOs and academia.
                                                                                                                                         K A R I N H E M L S TA E D T
We are delighted to once again welcome Karin Helmstaedt as the moderator of this year’s European Com-                                    M O D E RAT O R

munication Summit. Karin began participating in the Summit through the European Communication Award,
and will be returning to the Summit’s main stage for a second time as the full programme moderator. She
will guide us through this year’s most interesting discussions, keynotes, main sessions and new formats.

                                                               KEYNOTE I

                                                              Mapping out the Wiring
                                                              of the Brain: Understanding
                                                              the Fundamental Impulses
                                                              of Communications and
                                                              Decision Making
U N I V E R S I T Y OF BREMEN                              In the opening keynote of the Summit, Prof. Dr. Dr. Gerhard Roth (Director
                                                           Brain Research Institute, University of Bremen), a renowned neuroscientist
Gerhard Roth, a neurobiologist and neuroscientist,         and professor of behavioural physiology, will give a fresh perspective on
is the CEO of Roth GmbH and professor at the
                                                           the roots of human behavior and the brain’s role as the motor driving all
University of Bremen, Germany. He received his
PhDs in Philosophy and Zoology from the University         communications. With a background in both philosophy and neurology,
of Münster, Germany. He was also the Director of           Professor Roth will shed a thought-provoking light on how people act, react
the Brain Research Institute at the University of          and communicate in times of change, and how communication and decision-
Bremen. Professor Roth is one of the most renowned         making are interlinked and processed. A seasoned academic and advisor in
European neurobiologists and the author of several
books.                                                     the field, Professor Roth is involved both in research in the field as well as
                                                           working with organisations on aligning scientific findings with the practicalities
                                                           of their strategies and daily work.
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                                                       9

Thursday, July 5, 2012                                                                                             Best Cases | 11:30–12:30

  REPUTATION MANAGEMENT                                                                             BRANDING

Resource Steering: How to                                 Starting from Scratch:
Monitor your Company’s Cor- Establishing Brand
porate Position                                           Awareness Within an
                                                          Organisation Through
          It is Swiss Life’s ambition to live and breathe
          their brand throughout everything they do. In   Communication Initiatives
                                this best case presentation, Christian Pfister,
                                Swiss Life’s Head of Group Communication,                                                         Employer Branding is a critical component of any
                                will explain how the company is monitor-                                                          organisation. World-famous retailer Harrods was
                                ing this integrative process with the help of                                                     recently named a “Best Company to Work For
                                a resources steering programme especially                                                         2012”, and Niall Ryan will discuss the steps taken
                                created for this purpose.                                                                         over the past five years to implement employer
                                                                                                                                  brand initiatives which have built awareness within
                                                                                                                                  the company, increased transparency in internal
CH R I S T I A N PFISTER                                                                                                          communications, and helped to reduce employee
                                                                                                                                  turnover from 52% to 23%.

24 Hour Broadcast –                                                                              N I A L L RYA N

24 Hour Media Response
                                                                                                 From the Ground Up:
                                                                                                 Taking the Market’s Heart
                                                                                                 with a Brand New CSR Brand
                                                                                                                                  How do you turn a former state-owned telecom-
                                                                                                                                  munications organisation’s social investments
                                                                                                                                  into one of the most successful privately-owned
                                                                                                                                  companies’ CSR brand? Through this best case
D R . J Ö R G E . ALLGÄUER      HA RALD GRANZOW                                                                                   presentation Telekom’s Corporate Affairs Director
S KY D E U T S CHL AND          META
                                COMMUNICATION                                                                                     Sinan Cem Sahin will explain how Türk Telekom
                                                                                                                                  built their CSR brand from the scratch through a
24-hour broadcast news programme generates an up-to-date media response                                                           series of striking brand launch strategies. Both
on all channels. This presentation focuses on the interaction between media                                                       internal and external processes will be covered.
response and effects on Sky broadcast as well as internal and external communi-
                                                                                                  SINAN CEM SAHIN
cation of the German Pay-TV broadcast company.                                                    T Ü R K T E L E KO M

  WORKSHOP                                                                                          WORKSHOP

                                Reputation Meas-                                                                                  Handling Critical
                                urement As An                                                                                     and Sensitive
                                Agent For Change                                                                                  Situations
                                Milorad Ajder of Ipsos Mori will explore ways in                                                  While it is impossible to fully predefined crises,
                                which the reputation insight process is fundamen-                                                 what can be prepared are solid factsheets regard-
                                tally aligned to change management programmes                                                     ing your assets, a database of your core stakehold-
M I LO R A D A J DER            within the corporate environment by highlighting                  B E T T IN A G N E I SZ         ers, and a clear chain of command – organisation-
IPSOS MORI                                                                                        FHWIEN
                                scenarios and situations in which organisations have                                              al as well as personal. This workshop will examine
                                used reputation metrics to challenge the accepted                                                 how to prepare for a potential crisis situation.
                                status quo.                                                                                       Advanced preparation, timing, team preparation,
                                                                                                                                  and resource management will be covered.
10                                                                                                                            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

11:30–12:30 | Best Cases                                                                                                                         Thursday, July 5, 2012

  CHANGE COMMUNICATIONS                                                           PUBLIC AFFAIRS

Lessons Learned from the                                                       Ambition in Communica-
Arab Spring                                                                    tion: Communicating for
                       The events around the Arab Spring were amongst          the Good Cause
                       the most dominating news items in 2011. The
                       situations which arose out of these conflicts offered                                                  In this best case presentation Inge Wallage, Com-
                       lots of opportunities for communicators, but also                                                      munications Director at Greenpeace International
                       created many risks. Issue management and crisis                                                        will explain how her experiences prior to joining
                       communications varied from case to case, yet                                                           Greenpeace changed her approach to the profes-
                       strategic, long-term approaches played out best                                                        sion and explain why and how she believes com-
                       when followed by the whole organisation. Having                                                        munication professionals should challenge their
                       managed corporate communications in the Middle                                                         organisations. She will also demonstrate how the
                       East and Northern Africa during 2011, Tomas O.                                                         use of social media helps to navigate the ‘radical’
T O M A S O. J ENSEN   Jensen will talk about crisis communications and                                                       Greenpeace image and how Greenpeace’s ‘tickling’
                       how to sustain a consistent company perception                                                         communication helps them stand out.
                       – while “Communicating Through Global Change”.          INGE WALLAGE
                                                                               G R E E N P E A C E I N T E R N AT I O N A L

Communications Isn’t Just                                                      Communicating in the EU:
the Job of Communicators                                                       Volkswagen Group Best
                       Good communications is the responsibility of every      Case
                       manager and leader within an organisation. Stacey                                                      Trying to get your voice heard in Brussels can be a
                       Minton, Head of Management and Employee Com-                                                           challenge. Bureaucracy and a complicated network
                       munications for Merck Serono, will share insights                                                      of Brussels insiders can make it even more difficult.
                       from a global managers communication training and                                                      With a vast amount of experience in Brussels-based
                       cascading programme implemented at Merck to ad-                                                        affairs, Volkswagen’s Brussels Head of EU Affairs
                       dress the need for impactful communications to em-                                                     Christof-Sebastian Klitz joins us at this year’s Sum-
                       ployees. The goal: empower managers to confidently                                                     mit to provide some insights into Europe’s capital.
                       lead their teams through good communications
                       during a time of significant change at the company,
S TA C E Y M I NTON    even when they themselves do not necessarily have
                       all the answers.                                        CHRISTOF-SEBASTIAN KLITZ
                                                                               V O L K S WA G E N

  WORKSHOP                                                                       WORKSHOP

How To Optimise The ROI Managing Successful Commu-
of Earned Media Strategies nications During A Crisis
                       How do we manage cross-border reputation in the                                                             Managing a crisis in today’s world demands
                       converging world of mainstream and consumer                                                                 nothing less than razor sharp clarity. Prepara-
                       generated media? How does the mainstream and                                                                tion, other than panic, and delivering appropri-
                       social media interact? What metrics prove return on                                                         ate and timely communication in a calm and
                       investment? In this in-depth workshop, Philip Lynch                                                         controlled manner helps companies plan and
                       will investigate the forces which are are shaping                                                           respond to any crisis that comes along. In this
                       today’s media and the future of PR and communi-                                                             practical workshop session, Mary Whenman
                       cations, and will highlight which measures deliver                                                          will outline Grayling’s approach to handling
                       the most valuable insights to communications                                                                a crisis successfully: prepare, respond and
                       strategy and planning.                                                                                      recover. Client examples will illustrate the key
P H I LI P LY N CH                                                             M A RY WH E N M A N                                 planning and response stages in crisis.
K A N TA R M E DIA                                                             G RAY L I N G
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                                  11

Thursday, July 5, 2012 | Special Sessions

11:30–12:30                                                                                              URE
   The term “Augmented Reality” was most likely coined by
   Thomas Caudell while working at Boeing in 1990, and
   refers to a real-world environment which is augmented
   by digital input such as sound, video, and/or graphics.
   AR’s use of technology enhances peoples’ perception
   of reality (by contrast, Virtual Reality does away
   with the real world and replaces it with a
   simulated one). With AR, artificial information
   can be overlaid on top of reality to create
   interactive and digitally manipulable
   environments that range from educational
   to entertaining.
                                                                                                                         LAB/2                  3:15–4:15

    Sean MacNiven is currently Head
    of Communications Innovation at
    SAP Germany. He is fascinated
    by the relationships between
    people and applies
    that fascination to
    his daily work in
                                                                                                                   Location-based advertising combines mobile
                                                                                                                   advertising with various mobile technologies:
                                                                                                              it tracks the consumer’s location while providing
                                                                                                             relevant, location-specific advertisements sent to
                                                                                                         their mobile device. LBA allows consumers to control
                                                                                                        the types of information they receive by personalising
                                                                                                   who sends them information. The incorrect implementation
                                                                                                      of LBA has the danger of being perceived as spam, but
                                                                                                     proper usage can lead to a better understanding of your
                                                                                                                       individual consumer’s needs and habits.

                                                                                    Dr. Paul Ketelaar lives and works in Nijmegen, The Netherlands. He has a
                                                                                   degree in Social Psychology and Communication Science. He co-owned a
                                                                                   communication agency for several years and was a guest professor at the
                                                                                                                       Catholic University of Leuven, Belgium.
 12                                                                                        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

 Interactive Session | 1:45–2:45                                                                              Thursday, July 5, 2012

                                                   INTERACTIVE SESSION


Dr. Volker Witte specialises in the communication of ants and the organisation
of complex behaviour. He focuses his work on swarm intelligence and their
use in economical bionics. SwarmWorks utilises the power and intelligence
of crowds to create exciting and interactive sessions for gatherings of up to
10,000 people by using technology to generate new types of group dynamics.
After Dr. Witte’s presentation, be part of a power point presentation that
is interactive, fun, and allows the speaker to experience the participants’
reaction in real-time. Are you in the mood for some active and instantaneous
team-building?                                                         DR. VOLKER WITTE
                                                                              LMU MUNICH
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                                                      13

Thursday, July 5, 2012                                                                                                    3:15–4:15 | Best Cases

  INTERNAL COMMUNICATION                                                                           CRISIS COMMUNICATIONS

Demonstrating the Value                                                                          How One Cartoon Can
of Strategic Internal                                                                            Shape the Outlook of a
Communication                                                                                    Market
                                  Effective strategic internal communication is a                                                 The Danish-owned Arla Foods is not the first
                                  process – and will contribute to business outcomes                                              organisation you would think to be behind a large
                                  through strengthened employee commitment. But                                                   international PR scandal. But a few years ago, the
                                  only if internal communication is aligned with busi-                                            company faced widespread boycotts of their prod-
                                  ness priorities, listens to the voices of customers                                             uct in one of its largest international markets. Anne
                                  and focuses on business outcomes and not outputs                                                Gastrid Nielsen explains how one satirical cartoon
                                  (ie tools & channels). Other topics will include:                                               forced the company to change their strategies
                                  aligning internal comms with business priorities,                                               and will describe the decision-making processes
                                  informed demand/intelligent supply, utilising data                                              behind their management of this crisis.
                                  and metrics strategies, along with strategies to
K AT H A R I N A AUER             drive internal communication performance.                      ASTRID GADE NIELSEN
RIO TINTO                                                                                        ARLA FOODS

Casting a Wide Net: An                                                                           Crisis Management in
Innovative Approach to                                                                           Theory and Practice:
Communicating Policies to                                                                        Atlas Copco’s Routines
International Employees                                                                          Stand The Tests
                                  The freedom of the internet has its advantages but                                              2011 was a year with many challenges. Besides the
                                  comments about your company can also bring it                                                   uprisings in the Middle East, Japan also suffered
                                  quickly under a microscope. Communicating with                                                  an earthquake, which resulted in a tsunami and a
                                  employees about their social media practices can                                                nuclear disaster – many companies were exhausted
                                  be challenging – especially if your work force is                                               by the international strain on resources. In this
                                  spread across the globe with all the associated                                                 best case, Annika Berglund, Senior Vice President
                                  cultural and linguistic differences. Ralph Charlton                                             Corporate Communications at Atlas Copco AB, will
                                  will explain the theory behind the decision to use                                              explain how their corporate headquarters reached
                                  video to communicate Sage’s social media policies                                               out to their employees in the regions which were
                                  to over 12,000 of their international employees.                                                most tumultuous, including the evacuation of many
R A L P H C H A R LTON                                                                           A N N I K A B E R G LU N D       employees working in the Middle East. She will
SAGE GROUP                                                                                       AT L A S C O P C O
                                                                                                                                  also outline which communication channels were
                                                                                                                                  most effective during these times of upheaval.


Future Strategies and Competencies for
Communications Executives
                                             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 European Association of Communication Directors
                                             and Communication Director Magazine. Lead researchers Professor Dr. Ansgar Zerfass and Professor Dr. Ralph Tench will
                                             present results and discuss topics like integrated communications in fragmented publics, challenges of ethics and social
                                             media, and future skills needed for communication professionals. Participants are encouraged to discuss their insights and
A N S G A R Z E RFASS    RALPH TENCH         comment on practical implications.
                         UNIVERSITY          *Each summit participant will receive a free copy of the ECM 2012 results booklet with up-to-date charts and data.
14                                                                                                             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

3:15–4:15 | Best Cases                                                                                                            Thursday, July 5, 2012

  CRISIS COMMUNICATIONS                                                            CSR

Crisis Management in a                                                            Achieving More with Less:
Multi Channel World:                                                              Henkel’s Sustainability
A New Paradigm!                                                                   Strategy 2030
                          A quiet but hugely significant paradigm shift is                                      How do we define sustainability? What are the
                          gathering pace in the marketing world as marketers                                    common dimensions to evaluate progress? What
                          wake up to the many benefits of holding conversa-                                     is the ambition level for our company? How do we
                          tions with their consumers and stakeholders. As                                       engage our employees? Which other stakeholders
                          more and more ways of sharing, syndicating and                                        do we involve in the process? In 2011, after achiev-
                          proliferating these conversations become available,                                   ing its sustainability targets two years earlier than
                          multi-channel marketing provides a great way of                                       expected, Henkel decided to develop a new, long-
                          driving positive buzz about the brand throughout                                      term sustainability strategy – and to answer all the
                          the digital social ecosystem – until a crisis occurs!                                 above questions. Carsten Tilger joins the Summit
                          The very system developed to spread good news                                         to deliver a best case on Henkel’s transformed sus-
NI C K S H A R PLES       about your brand is now being used against you.         CARSTEN TILGER                tainability strategy and how it was communicated
                          Nick Sharples explores the challenges and offers                                      internally and externally. He will also introduce the
                          some solutions to managing a crisis in a multi-                                       “Sustainability Action Plan” – a tool to engage top
                          channel world.                                                                        management and employees and to encourage ac-
                                                                                                                tive contribution to achieving sustainability targets.

  WORKSHOP                                                                         WORKSHOP

Real People and Real                                                              Managing Reputation
Values in Business Today:                                                         in Multiple Markets To
When Compliance is Not                                                            Achieve Business Growth
Enough                                                                                                          A major telecommunications company finds itself
                                                                                                                with a dispersed reputation in a range of markets: a
                          The past decade has seen seismic shifts in the                                        sure-fire impediment to growth. This presentation
                          communications landscape, driven by the rise                                          will focus on how effective management of reputa-
                          of citizenship and social networking, by the                                          tion enabled the firm to focus energies, develop
                          ascendancy of profit alongside purpose, and by a                                      a competitive differentiation and facilitate growth
                          re-consideration of sustainability in all its dimen-                                  whilst allowing for cultural variance.
                          sions. Companies can no longer just ‘say’ and not
                          ‘do’ – they need to act and must fully engage with                                    TOM VESEY
                          a broad spectrum of stakeholders. Future business                                     RI I R
                          is being re-thought based on real people and val-
                          ues-based leadership: tick-box compliance is no
R OBE R T PH I L LI P S   longer enough. Drawing upon 12 years of Edelman
                          Trust Barometer data, Edelman’s EMEA CEO Robert                             PERSONAL SKILLS
                          Phillips examines the re-configured landscape and
                          lays down some challenges and opportunities for                             Voice Training
                          the period ahead. He argues that, in an era when
                          trust remains low and conditional, and government                           No matter how important your message, it will only have
                          in Europe remains in effective paralysis, business                          the desired effect if the audience is convinced by your
                          can and should seize the moment to move from its                            tone of voice and our delivery. Your voice is the catalyst
                          ‘License to Operate’ to its ‘License to Lead’.                              that turns thoughts into action and this workshop will teach
                                                                                                      you how to use your voice’s capacities to their maximum
                                                                                     potential, achieving effective results for both yourself and your company.
                                                                                     Through guidance and exercises you will learn how to master your voice
                                                                                     and power up your language, captivating your audience through your
                                                                                     confident narration.
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                                                    15

Thursday, July 5, 2012                                                                                   4:45–6:00 | Main Session I

                                                                      MAIN SESSION I

                                                                    Business Strategies of the
                                                                    Future and the Role of the
                                                                 Not only are citizens across the globe learning to expect and demand
                                                                 more from companies, but companies themsleves are discovering
                                                                 exactly how much they can profit from an engaged community and
                                                                 how high the cost of abstaining from stakeholder dialogue can be.
                                                                 The European Communication Summit presents a three-part session
                                                                 with speakers who are directly involved in shaping more connected,
                                                                 dialogical, social businesses.


J O H N I W ATA                                                  PROF. DR . SVE N P R Ü S E R                                     ANDERS MONRAD RENDTORFF
IBM                                                              HTW BERLIN                                                       CO LO P L A S T

IBM is one of the market leaders in innovative                   Prof. Prüser, former director of the world’s largest             Anders Monrad Rendtorff, Senior VP of Coloplast,
communicative strategies. Jon Iwata joins us                     fair for information technology, will join our main              the Denmark-based global leader in med-tech, will
as head of IBM’s marketing, communications and                   session to talk about cloud computing and web-                   join the Summit’s first main session to talk on the
citizenship organisation to discuss some of the most             cieties. What are they, what do they entail, and how             intersection of human reources and communi-
important lessons of community-run business.                     can they benefit your business?                                  cations within an organisation.
16                                                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 L Y 5 , 2 0 1 2 • 8 : 0 0 P M
                          B-1040 BRUSSELS
                                     THE GALA

THE EUROPEAN ASSOCIATION OF COM-                   day, July 5th, 2012. The EACD will honour the
MUNICATION DIRECTORS (EACD) will                   individual or institution that has demonstrated
gather 500 leading personalities from business,    communciations excellence in Europe in the past
media, politics and society for a fun, glamorous   year with the EUROPEAN COMMUNICATION
and fascinating networking evening on Thurs-       AWARD. All participants are invited to attend.
EUROPEAN COMMUNICATION SUMMIT 2011                                              EUROPEAN COMMUNICATION SUMMIT 2011

                                                                                                                                 DANI MEYER, DANONE
                                                                                                                                 EUROPEAN COMMUNICATION SUMMIT 2011

                                        Where Europe’s Communication
                                         Community Comes Together
                                                                                                  JAVIER MORENO, EL PAIS
                                                                                                  EUROPEAN COMMUNICATION SUMMIT 2011

                                                                             BORREMANS, VAN
                                                                             SUMMIT 2011

                                                            DR HERBERT
                                                            PRESIDENT OF
                                                            THE EUROPEAN
                                                            ASSOCIATION OF

                                                                                                                      CAROLINE GUILLAUMIN, SOCIÉTÉ GÉNÉRALE           MARCUS SIEGLER, FIFA
                                                                                                                      EUROPEAN COMMUNICATION SUMMIT 2009              EUROPEAN COMMUNICATION SUMMIT 2007

                                                                                                                                                                      ARCHBISHOP CLAUDIO MARIA CELLI, PRESIDENT
                                                                                                                                                                      OF THE PONTIFICIAL COUNCIL FOR SOCIAL
                                                                                                                      MARTIN HILLER, WWF                              COMMUNICATIONS, THE VATICAN
                                                                                                                      EUROPEAN COMMUNICATION SUMMIT 2011              EUROPEAN COMMUNICATION SUMMIT 2008

MICAEL DAHLÉN, STOCKHOLM SCHOOL OF ECONOMICS                                                                          CHRISTOF EHRHART, DEUTSCHE POST DHL             EVA VIELEBORG HALD, DANKSE BANK
EUROPEAN COMMUNICATION SUMMIT 2011                                                                                    EUROPEAN COMMUNICATION SUMMIT 2011              EUROPEAN COMMUNICATION SUMMIT 2011

                                                           Review 2007—2011
                                           JAMES APPATHURAI, SPOKESMAN, NATO
                                           EUROPEAN COMMUNICATION SUMMIT 2009


                                                    SOPHIE BRENDEL, BBC
                                                    EUROPEAN COMMUNICATION SUMMIT 2011

                                                                                         ALASTAIR CAMPBELL, FORMER SPOKESPERSON                     ,
                                                                                                                                         CHARLES YAP INTERCONTINENTAL HOTELS
                                                                                         BRITISH LABOUR PARTY,                           EUROPEAN COMMUNICATION SUMMIT 2011
                                                                                         EUROPEAN COMMUNICATION SUMMIT 2010
19                                                                                                                          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

Location|Day Programme

                                       THE SQUARE
                is located in the vibrant Mont des Arts cultural quarter in the heart of
               Brussels. The venue opened in September 2009, SQUARE is an inspiring
                                      venue for the 2012 Summit:

                                                                    The SQUARE
                                                                  Rue Mont des Arts
                                                                   B-1000 Brussels

                       SQUARE                    es
                                                           ts                                               Parc de Bruxelles
                                                                      Ru e

                                                                       de N



                                                                                   Rue Bred
                                                                                              er ode


                                                                                                      c   ed

                                   European Communication Summit
        37, Square de Meeûs • B-1000 Brussels • Tel +32 (0)2 219 22 90 • Fax +32 (0)2 219 22 92
20                                                                                                                                                                                     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



9:30–10:00    D o o r s o pen


                           Herbert Heitmann                          Karin Helmstaedt
                           EACD                                      Moderator

10:15–11:00   Opening Keynote

              Mapping out the Wiring of the Brain: Understanding the Fundamental Impulses of Communications and Decision Making
              Prof. Dr. Dr. Gerhadrd Roth, University of Bremen

11:00–11:30   C o f f e e Break

11:30–12:30   B E S T CA SES                                                                                                                                      WORKSHOPS
              Change Communications               Reputation                            Public Affairs & Political Comm.        Brand & Consumer Comm.             Workshop                                              Future Lab/1

              Lessons Learned                    Resource Steering                      Ambition in                            From the Ground Handling Critical & Sensitive Situ-                                       Augmented
              from the Arab                      – How to Monitor                       Communication:                         Up: Taking the   ations – How Solid Communication                                         Reality
              Spring                             your Company’s                         Communicating                          Market’s Heart   Secures Business Results
              Tomas O. Jensen                    Corporate Position                     for the Good                           with a Brand New Bettina Gneiz                                                            Sean MacNiven
                                                                                                                                                                                                                         SAP Germany
                                                 Christian Pfister                      Cause                                  CSR Brand        OMV
                                                 Swiss Life
                                                                                        Inge Wallage                           Sinan Cem Şahin                     Workshop
              Communications                     24 Hour Broadcast
                                                                                        Greenpeace International               Türk Telekom
                                                                                                                                                                   Preparation, Preparation, Preparation:
              Isn’t Just                         – 24 Hour Media                                                                                                   Managing Successful Communications

              the Job of                         Response            Communicating                                             Starting from                       During a Crisis                                       Reputation
              Communications                                         in the EU:                                                Scratch:
                                                                                                                                                                   Mary Whenman                                          Measurement As
              Stacey Minton
                                                 Dr. Jörg Allgäuer
                                                 Sky Deutschland     Volkswagen Group                                          Establishing Brand                  Grayling
                                                                                                                                                                                                                         A Fundamental
              Merck Serono                       Harald Granzow
                                                 Meta Communications
                                                                     Best Case                                                 Awareness through                   Workshop
                                                                                                                                                                                                                         Agent For Change
                                                                                        Christof-Sebastian Klitz               Communication                       How To Optimise The ROI of Earned Media
                                                                                                                                                                                                                         Milorad Adjer
                                                                                        Volkswagen                             Initiatives                         Strategies                                            Ipsos Mori
                                                                                                                               Niall Ryan                          Philip Lynch
                                                                                                                               Harrods                             Kantar Media

12:30–1:45    Lunch

1:45–2:45     Interactive Session

              Swarmworks: The Power of Collective Consciousness –                                                          Special presentation by Dr. Volker Witte, LMU Munich

2:45–3:15     R o o m C hange

3:15–4:15     B E S T CA SES                                                                                                                                      WORKSHOPS
              Internal Communication              Crisis Communication                  CSR                                     Social Media & Online Comm.        Workshop                                              Future Lab/2

              Demonstrating                       How One Cartoon                       Achieving                              Crisis                              Future Strategies and Competencies                    Location – Based
              the Value of                        Can Shape the                         More with                              Management in                       for Communications                                    Advertising
              Strategic Internal                  Outlook of a                          Less: Henkel’s                         a Multi Channel                     Executives                                            Dr. Paul Ketelaar
              Communication                       Market                                Sustainability                         World – A New                       Angser Zerfass
                                                                                                                                                                   University of Leipzig
                                                                                                                                                                                                                         Nijmegen University

              Katharina Auer                      Astrid Gade Nielsen
                                                                                        Strategy 2030                          Paradigm!                           Ralph Tench
              Rio Tinto                           Arla Foods                                                                                                       Leeds Metropolitain University
                                                                                        Carsten Tigler                         Nick Sharples
                                                                                        Henkel                                                                     Workshop                                              Personal Skills
              Casting a Wide Net:
                                                  Crisis                                                                                                           Making Social Media Work in Your
              An Innovative Approach                                                                                                                                                                                     Why Optimize
                                                  Management                                                                                                       Organisation
              to Communicating                                                                                                                                                                                           Your Voice &
              Policies to International           in Theory and                                                                                                    Robert Phillips
                                                                                                                                                                   Edelman                                               Enhance
              Employees with the                  Practice: Atlas                                                                                                                                                        Your
              Associated Cultural and             Copco’s Routines                                                                                                 Workshop
              Linguistic Differences                                                                                                                               Managing Reputation in Multiple Markets               Persona?
                                                  Stand The Tests
              Ralph Charlton                                                                                                                                       to Achieve Business Growth                            (90mn)
              Sage Group                          Annika Berglund
                                                  Atlas Copco                                                                                                      Tom Vesey

4:15–4:45     R o o m C hange & Coffee Break

4:45–6:00     Main Session I Business Strategies of the Future and the Role of the Communicator

                          Karin Helmstaedt                            John Iwata                         Anders Monrad Rendtorff                           Dr. Sven Prüser
                          Moderator                                   IBM                                Coloplast                                         HTW Berlin

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                                                                                                                         21


9:00–9:30              Doors open

9:30–9:45              W E L C O M E A N D I NTRODUCTION                        Karin Helmstaedt, Moderator

9:45–10:15              Keynote II

                                      Communicating European Economy in Times of Risk and Change
                                      Jörg Asmussen, European Central Bank

10:15–11:30             Main Session II The Age of the Movement: Activism, Engagement and Mediation

                                      Dr. Fahima Cherafeddine                                                 Dr. Leandro Herrero                         Rainer Nölvak
                                      Committee for the Follow-Up on Women’s Issues                           The Chalfont Project                        Let’s Do It Initiative

11:30–12:00            R o o m C h a n g e & Coffee Break

12:00–1:00             B E S T CA S E S                                                                                                                                   WORKSHOPS
                        Change Communications                  Reputation                       Public Affairs & Political Comm.      Brand & Consumer Comm.               Workshop                                                  Future Lab/3

                       How Organisations                       Shaping a             Communicating   The Birth of a                                                        From Reputation to Remuneration.                          Who Owns the
                       Cope with                               Sustainable Future Peace and          Global Brand                                                          Driving reputation into a strategic                       Internet?
                       Complexity                              in Europe – Coca- Security – Mission Stella Bland                                                           goal for the Board                                        TBA
                       through Expanding                       Cola’s Journey to Impossible?         AECOM
                                                                                                                                                                           Hans Koeleman
                       the Scope of                            Sustainability        Niehus Gerlinde
                                                                                                                                                                           Cees Van Riel
                       Corporate                               Lauren Sayeski
                                                                                     NATO            Can a Church                                                          Rotterdam School of Mgmt., Erasmus University Rotterdam

                       Communication                           Coca-Cola Enterprises                 Become…Sexy?                                                          Workshop
                                                                                                                                                                                                                                     Personal Skills
                       Christopher Storck
                                                                                     All-in Deal:    Andrea Polo                                                           Best Practices in Brand Implementation
                       Hering Schuppener                       The ACEA Paves a Unilever Best
                                                                                                                                                                           Management                                                Negotiation
                                                               New Way towards Case                                                                                        Marc Cloosterman                                          Frank Lavadoux
                                                               Stakeholder           Dick Toet
                                                                                                                                                                           VIM Group                                                 EIPA

                                                               Engagement in         Unilever                                                                              Workshop

                                                               the EU                                                                                                      (TBA)
                                                               Sigrid de Vries                                                                                             Burson Marsteller
                                                               European Automobile
                                                               Manufacturers’ Association

1:00–2:00              Lunch

2:00–3:00              B E S T CA S E S                                                                                                                                    WORKSHOPS
                        Internal Communication                 CSR                               Crisis Communication                Social Media & Online Comm.           Workshop                                                  Future Lab/4

                       Empowering                              More than         In the Eye of the                                   Personal Touches:                     How State of the Art Media Moni-                          Learning From
                       Managers’                               Green: An Oil &   Storm: A Case                                       Promoting                             toring and Analysis Work As Part                          the Past for the
                       Communications                          Gas Company’s     Study                                               International                         of Communications and Reputation                          Future
                       Skills                                  Creative Approach Simon Craddock                                      Knowledge                             Management Strategy                                       Maria Galen
                       Louise Wadman                           to Creating       Motorola Solutions                                  Sharing Amongst                       Michel Dacosta
                                                                                                                                                                                                                                     Galen Gallery
                                                                                                                                                                                                                                     Herbert Heitmann
                                                               Awareness and                                                         Employees                             Richard Weetman                                           EACD
                                                               Giving Back                                                           Hjördis Arnadóttir                    Workshop                                                  Personal Skills
                                                               Dora Somlyai
                                                               MOL Group                                                                                                   Comparative Media Reputation                              Career Skills
                                                                                                                                     Leadership in                         of Leading Global Corporations:
                                                                                                                                     a Social Media                        Data-Driven Case Studies
                                                                                                                                     Crisis – How To                       Derek Tronsgard
                                                                                                                                     Ride The Storm                        PRIME Research

                                                                                                                                     Paula Hannemann
                                                                                                                                                                           Introducing Champion Brand
                                                                                                                                                                           Brad Staples
                                                                                                                                                                           APCO Worldwide

3:00–3:30              Room Change

3:30–4:00               Keynote III

                                      China: Spotlight on the World Stage
                                      Hu Shuli, Caixin Media

4:00–4:15              Coffee Break

4:15–5:45              E A C D G e n e r a l A ssembly
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                                                                                                 22

Location | Evening Programme

                                                                   ALBERT HALL
                                        Located nearby to the European Headquarteres, Brussels’ Albert Hall will
                                        be the venue for our European Communication Award 2012, as well as our
                                                        Gala celebration into the night afterwards.

                                                                                                    Albert Hall Complex
                                                                                                  Chausée de Wavre 649-651
                                                                                                       B-1040 Brussels
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                       EuropeanCommunicationSummit                                                    @commssummit                                                                                   user/CommunicationSummit
                             Friday, July 6, 2012                                             9:45–10:15 | Welcome & Keynote
Foto: Peer Grimm/Pool/dapd

                                                                                     KEYNOTE II

                                                                                     Communicating European
                                                                                     Economy in Times of Risks
                                                                                     and Change
                                                                                     Europe’s national economies are currently on fire: Your rating from
                                                                                     Standard and Poor’s may be fine this week, but by next week you could
                                                                                     find your rating putting your country’s reputation at serious risk. How do
                              J Ö R G A S M U S SEN
                              M E M B E R O F T HE BOARD, EUROPEAN CENTRAL BANK
                                                                                     communicators responsible for the reputations of national economies
                                                                                     deal with the realities of today’s markets? Jörg Asmussen, who
                              Jörg Asmussen is Member of the Executive Board of      currently serves as a Member of the Executive Board of the European
                              the European Central Bank. Prior to joining the ECB,   Central Bank and who has worked for the German Federal Ministry as a
                              Asmussen worked as State Secretary at the German       State Secretary, will give insights into how the most powerful European
                              Federal Ministry of Finance.                           fiscal body has managed to maintain its standing in the current
                                                                                     economic environment and to adapt to to the ever-changing world.
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                                                      25

Thursday, July 5, 2012                                                                          10:15–11:30 | Main Session II

                                                                     MAIN SESSION II

                                                                    The Age of the Movement:
                                                                    Activism, Engagement and
                                                                 2011 was the year of widespread social activism, with the global village
                                                                 coming alive as movements and demonstrations snowballed from
                                                                 country to country. How do such movements spread and what lessons
                                                                 can we learn from their highly visible communications? What are the
                                                                 secrets to successful mediation when the protest is already under way?
                                                                 A three-part session with speakers who have been involved with or
                                                                 inspired by these events.


DR. LEANDRO HERRERO                                              DR . FAHIMA CHERAFEDDINE                                         RAINER NÖLVAK
TH E C H A L F O N T P R O J E C T                               COMMIT TEE FOR THE FOLLOW-UP ON WOMEN’S                          LET’S DO IT INITIATIVE
                                                                 IS SUES

Dr. Leandro Herrero is a respected author and                    Dr. Cherafeddine is a Professor of Sociology at the              As the Chief Motivator for the Estonia-based Let’s
founder of the Chalfont Project. Dr. Herrero will join           Lebanese University and President of the Committee               Do It Initiative, Rainer Nölvak has dedicated much of
us for our second main session for a discussion on               for the Follow-Up on Women’s Issues. In this main                his time to the conservation of our earth’s natu-
how human collaboration and organisational                       session, we will hear her take on the events of the              ral resources. In this main session, Mr. Nölvak
innovation can come together to achieve fantastic                Arab Spring from the perspective of each of her                  will share his insights into the importance of social
results.                                                         disciplines.                                                     engagement.
26                                                                                                              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

Best Cases | 12:00–1:00                                                                                                                  Friday, July 6, 2012


Can a Church                                                                  The Birth of
Become...Sexy?                                                                a Global Brand
                           Creating clever and funny public relation                                       AECOM went public on the New York Stock Exchange
                           activities is not easy, especially if the                                       during 2007 and since then has made no fewer than 30
                           topic you have to deal with is not consid-                                      acquisitions. Having brought together all the disparate
                           ered “sexy”. Few things in the world are                                        disciplines of construction under one roof, AECOM
                           less sexy than the real estate market. If                                       decided to go to market under one name. This meant roll-
                           you do not have a million dollar budget,                                        ing out a worldwide brand at a time of global economic
                           you need to be creative and define a                                            turmoil as well as dramatic business growth. This pres-
                           strong and innovative strategy! Through                                         entation will look at the challenges of creating a dynamic
                           this best case, Andrea Polo will explain                                        identity and uniting different cultures and systems. And
                           how a church, a terrible neighbour and a                                        now, two years on, has the new brand changed the busi-
A N D R E A P O LO         safe street changed real estate communi-           STELLA BLAND                 ness model?
I M M O B I L I A R E.IT                                                      AECOM
                           cations in Italy.

                              PERSONAL SKILLS

                              Negotiations take on many forms, from the closing of a
                              business deal to deciding which date the contracts will be
                              signed. Good communication skills are essential for any
                              negotiation process, but also important is knowing how to
                              align these skills with effective negotiation techniques. Frank
F RA NK L A VAD O UX          Lavadoux will give insights into the negotiation process and
                              reveal the attributes that enable a communicator to negotiate
                              more effectively.


Shaping a Sustainable                                                         Taking the High Road: The
Future: Coca-Cola                                                             ACEA Paves a New Way To-
Enterprises’                                                                  wards Stakeholder Engagement
                           In 2011, Coca-Cola Enterprises launched                                           The auto industry’s ACEA has anything but a traditional
                           a new sustainability plan, making a step-                                         outreach strategy. Through innovative projects which
                           change in their corporate responsibility                                          engage directly with unexpected but important interest
                           and sustainability journey. Throughout                                            groups, and by facilitating EU government officials to
                           the development of this plan, Coca-Cola                                           participate in a compelling conversation, the Euro-
                           Enterprises closely engaged with their                                            pean Automobile Manufacturers Association pushes
                           stakeholders in order to understand their                                         for change in the way the transportation industry is
                           expectations. Lauren Sayeski, VP External                                         perceived. Sigrid de Vries will explain what channels
                           Communications and Stakeholder En-                                                the ACEA used to move this impressive project forward,
                           gagement at Coca-Cola Enterprises, will                                           and what her organisation has learned from the process.
L A U R E N S AYESKI       offer in-depth insight into how the com-           SI GR I D DE V RI E S
CO C A- C O L A                                                               E UR OPE AN AUT O M OB ILE
                           pany reached out during the development            M ANUFAC T U RE R S’
                           of the Sustainability Plan.                        AS SO C IAT IO N
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                                                        27

Friday, July 6, 2012                                                                                             Best Cases | 12:00–1:00

  PUBLIC AFFAIRS                                                                                    CHANGE COMMUNICATIONS

Communicating Peace and                                                                           How Organisations Cope
Security: Mission Impossible?                                                                     with Complexity Through
                                    Communicating the 21st century NATO and                       Expanding the Scope of
                                    engaging audiences worldwide means embrac-
                                    ing an array of challenges: political, cultural               Corporate Communication
                                    and managerial. During this intensive best-case
                                    presentation, Dr. Gerlinde Niehus gives us a look                                               More than ever before in the history of modern
                                    at some of the strategies and tools that NATO has                                               business, companies are facing uncertainty. Eco-
                                    used to deliver its messages over the past years,                                               nomic volatility is paramount while trust in busi-
                                    during some of the most difficult and important                                                 ness and political elites has reached an all-time
                                    events of our time.                                                                             low. Corporate leaders are challenged to provide
                                                                                                                                    employees, markets and communities with
DR . G E R L I N DE NIE HUS                                                                                                         sufficient orientation to align them with their strat-
                                                                                                                                    egy. In such an environment, the ability to lead
                                                                                                                                    through successful communication with various
All-in Deal: A Best Case                                                                          CHRISTOPHER STORCK
                                                                                                                                    stakeholder groups around the globe has become
                                                                                                                                    a litmus test for CEOs. To pass this test in the age
from Unilever                                                                                     HERING SCHUPPENER
                                                                                                                                    of hyper-transparency, senior executives need
                                                                                                                                    support from corporate communicators beyond
                                   When dealing with EU organisations, it is                                                        the traditional playing field of media relations and
                                   important to remember all of your stakeholders.                                                  platform-focused internal communication. There
                                   Through this best case presentation, Dick Toet                                                   seems to be no better way to marry communica-
                                   will explain how Unilever used multiple channels                                                 tion with strategy.
                                   to maintain standards for their products, commu-
                                   nicate with industry leaders and the government,
                                   and ultimately create a good relationship with
                                   some of their most important stakeholders: their                 WORKSHOP

                                                                                                  From Reputation to
                                                                                                  Remuneration: Driving
                                                                                                  Reputation into a Strategic
                                                                                                  Goal for the Board
Best Practices in Brand
Implementation                                                                                                                                   In 2011 KPN, Royal Dutch Telecom,
                                                                                                                                  KNP            introduced a reputation target as a

Management                                                                                                                                       part of the long term incentive plan
                                                                                                                                                 of its board of management. With the
                                                                                                                                                 arrival of their new CEO, Eelco Blok,
                                   More and more emphasis in (re)branding                                                                        in 2011, reputation has been defined
                                   programmes nowadays is on the process and                                                                     as a fundamental part of the new
                                   the real implementation. It’s where the big                                                                   reformulated long term strategy. The
                                   money is involved, and also where the internal                                                                process towards formulating goals and
                                   organisation needs to be fully aligned to                                                                     the consequences for the role of the
                                   reflect the new identity in all its applications.                                              CEES VAN       corporate communications function
                                   Marc Cloosterman will explore some of the                                                      ROTTERDAM
                                                                                                                                                 will be presented in this workshop.
                                   core insights he has gathered over the past                                                    SCHOOL OF      Hans Koeleman, Director of Corporate
                                                                                                                                  M A N A G E-
                                   two decades, including do’s and don’ts learnt                                                                 Communications, will give a brief
                                                                                                                                  M E N T,
                                   through experience with clients, and the latest                                                E RA S M U S   introduction of the KPN case with
M A R C C LO O STERMAN             insights and trends in the discipline of brand                                                 UNIVERSITY     Cees van Riel, co-founder and Vice
                                   implementation and (digital) management.                                                                      Chairman of the Reputation Institute,
                                                                                                                                                 and professor of Corporate Communi-
                                                                                                                                                 cation at Erasmus University.
28                                                                                                 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

Friday, July 6, 2012| Special Sessions

WHO OWNS                                          FUT
THE                                               LAB/3
 Apple, Google, Amazon and Facebook
 are the biggest players on the internet
 today. They have changed our everyday
 life, our thinking and the perception
 of our surroundings. Their assets are
 enormous, their profit is tremendous
 and the paths that they have taken are
 legendary. Does that mean that absolute
 knowledge, state-of-the-art technology,
 shopping playgrounds and social
 networking are going to be our ne
 plus ultra from now until the end
 of days? Experts explain the role
 of each of the four players and
 discuss the relevance of the
                                                                    FUT                           LEARNING
 ‘other’ networks, such as                                          URE
 Diaspora, Foursquare
 and Twitter.
                                                                    LAB/4                         FROM THE
                                                                                                  PAST FOR
                                                                                                THE FUTURE
                                                                                         The intended message of piece of visual
                                                                              communication is not always interpreted the way it
                                                                             is intended to be. The receiver may have a different
                                                                           context than the sender. As a society, we interpret all
                                                                     visual signs based on our context and our prior knowledge.
                                                                    EACD president Herbert Heitmann and Maria Galen, curator
                                                                  at Galen Gallery, will delve into the differing interpretations of
                                                                visual signs through examples of European paintings. Discover
                                                                     how your methods of visual communication can reach your
                                                              intended audience successfully and be interpreted as you intend.

                                                 Since the beginning of 2011 Maria Galen has run the Galen
                                           Gallery, specialising in Old Masters. Before beginning her studies
                                             she worked in Amsterdam at fine arts auction house Christie’s.
                                             She will be joined by President of the EACD, Herbert Heitmann.
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                                                       29

Friday, July 6, 2012                                                                                                        Best Cases | 2:00–3:00

  CRISIS COMMUNICATIONS                                                                            WORKSHOP

In the Eye of the                                                                                How Do State-of-the-Art
Storm:                                                                                           Media Monitoring and
Communications                                                                                   Analysis Work as Part of
in Crisis                                                                                        a Communications and
                                                                                                 Reputation Management
                                     Simon Craddock, Communications Director
                                     EMEA at Motorola Solutions, will offer a Eu-                Strategy?
                                     ropean Case Study about Motorola Solutions
                                     and examine the wide spectrum of issues
                                     he has dealt with in times of crisis. Areas to
                                     be covered include strategic preparation for
                                     crisis situations, working with stakeholders,
                                     the importance of internal communications,
                                     managing media interest and regulating
                                     social media in a corporate context.


                                                                                                 M I C H E L D A C O S TA         RICHARD WEETMAN
                                                                                                 SPOTTER                          SPOTTER

                                                                                                 How can you identify, monitor and analyse all relevant information in your

Introducing Champion                                                                             media and social-media environment to optimise your corporate commu-
                                                                                                 nication strategy? Discover the Spotter Decisional Platform applied to real

Brand                                                                                            cases such as the European Commission or Air France.

                                     Global brands, particularly corporate
                                     brands, are faced with stakeholders who                       INTERNAL COMMUNICATION
                                     have growing access to information, lead-
                                     ing to increased and increasingly granular
                                     expectations. Stakeholders expect brands to                 Empowering
                                     add value to society through their products
                                     and services and the conduct of their busi-                 Managers’
                                     ness — to do more than react to concerns,
                                     but rather to become champions for real                     Communications Skills
                                     progress. Global brands, therefore, need to
                                     re-evaluate their stakeholder relationships
B R A D S TA P LES                   and become what APCO terms a ‘Champion                                                        Recently, Lloyds TSB & Bank of Scotland estab-
                                     Brand’. This session will outline how your                                                    lished a training programme that empowered their
                                     company can build a Champion Brand.                                                           managers to improve the way they communicate
                                                                                                                                   with their colleagues. In this best case presentation,
                                                                                                                                   Louise Wadman, Director of Internal Communica-
                                                                                                                                   tions at Lloyds TSB & Bank of Scotland, will explain
                                                                                                                                   how this programme succeeded in engaging
                                                                                                                                   employees, particularly against a backdrop of
                                                                                                                                   significant change and popular unrest in the bank-
                                                                                                                                   ing sector.
                                                                                                 LO U I S E W A D M A N
                                                                                                 L LOY D S
30                                                                                                               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

Best Cases | 2:00–3:00                                                                                                                    Friday, July 6, 2012


Personal Touches:                                                                   Leadership in a Social
Promoting International                                                             Media Crisis –
Knowledge Sharing                                                                   How To Ride The Storm
Amongst Employees
                               Finding the most efficient way to bring employ-                                        In the world of social media the so called
                               ees together from across the globe is a chal-                                          sh*t storms have become an all to com-
                               lenge. In this best case presentation, Hjördis                                         mon phenomenon. Yet, in most crisis
                               Arnadottir will explain how the pharmaceutical                                         communication plans, social media - if at
                               group Actavis has incorporated social media                                            all – only plays a minor role. When a crisis
                               technologies into its intranet to increase                                             or emergency erupts, the power of social
                               knowledge, visibility and to direct and facilitate                                     media can be destructive if not handled
                               communication between employees in different                                           appropriately. Paula Hannemann will give
                               parts of the company and around the world.                                             detailed insight on how to handle these so-
                                                                                                                      cial storms – looking at cases and drawing
                                                                                                                      learnings from her work at WWF.
H JÖRD IS ARN AD OT T IR                                                            PAU LA HAN NEM ANN
AC TAVIS G R OU P                                                                   W WF

                                                                                            PERSONAL SKILLS

More than Green:                                                                            Career Skills Workshop
An Oil & Gas Company’s                                                                      The ongoing financial crisis on the one hand and the technological leaps
Creative Approach to                                                                        and bounds in communication tools on the other, together underline the

Creating Awareness and
                                                                                            need for communicators to rethink their professional future. This workshop
                                                                                            will help you to carefully plan your career development, improve the way

Giving Back                                                                                 you seek out new opportunities, and give you tips on how to fill any gaps in
                                                                                            your knowledge, skills and competencies. Information about the current and
                                                                                            future job market situation will also be included.

                           Being environmentally aware is no longer a
                           forward-thinking concept – it is the norm. Cus-
                           tomers and stakeholders expect companies to
                           keep in line with what we know about our im-
                           pact on the environment. Learn how an oil and
                           gas company became a friend of the cyclist as
                           Dora Somlyai explains how MOL has created
                           a series of community-based CSR projects
                           that involve community engagement not only
                           because it benefits their image, but because
D O R A S O M LYAI         they genuinely want to make a difference.
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                                          31

Friday, July 6, 2012                                                                                        Final Keynote | 3:30–4:00

                                                                     FINAL KEYNOTE

                                                                    China: Spotlight on the World Stage
                                                                 Over the past few years, China’s                                 day China? And more practically, how
                                                                 undeniable economic growth has                                   should we prepare for doing business
                                                                 turned it into one of the world’s                                with China in the future?
                                                                 greatest superpowers. Despite
                                                                 the sheer size of its territory and                              Hu Shuli is the founder and Editor-
                                                                 population, China had, up until                                  in-Chief of Caixin Media, the only
                                                                 recently, been cosindered a parallel                             independent business publication
                                                                 economy. Today, China’s role in the                              in China. She is also the Editor-in-
                                                                 global economic order is becoming                                Chief for the weekly magazine Caixin
                                                                 increasingly important. Europe and                               Century and the Dean of the School
                                                                 the United States rely on support from                           of Communication and Designat at
                                                                 Beijing to make it through economic                              Sun Yat-sen University. Her work has
                                                                 crises, and the size of Chinese property                         been widely recognised: she has been
                                                                 outside of China is bigger than                                  named International Editor of the Year
                                                                 Europe’s largest country. Despite all of                         by World Press along with other praise
                                                                 this, what do we know about modern                               and acclaim.
32                                                                                                      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

4:15–5:45 | EACD General Assembly                                                                                              Friday, July 6, 2012

                                                                                            For EACD

 DAY 2: 4:15–5:4

     General Assembly
     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 sixth
     year, with almost 2,000 members, we will discussed how
     to best utilise its enhanced status and strong network in
     the future. This year, a new EACD board will be elected, to
     take the EACD forward over the next two years.

     Preliminary Agenda:
     Welcome by the EACD President, Report of the EACD
     Board, Report of the Regional Coordinators, Report of the
     Working Groups, Financial report, Discussion and formal
     approval, Board elections, other business.

     An invitation to the General Assembly will be sent to
     members of the European Association of Communication
     Directors in advance.
                                                                                HE SUMMIT
                                                                   THROUGHOUT T

                                                                     EACD Working Groups
                                                                     The EACD Working Groups host working lunches and workshops at the Euro-
                                                                     pean Communication Summit, where interested parties can gather to take part in
                                                                     discussions about their areas of professional interest or expertise.

                                                                     The EACD has Working Groups in the following areas:
                                                                     Corporate Social Responsibility, Energy, European Institutions, Evaluation,
                                                                     Finance and Insurance, Health, Internal Communications, Professional Services,
                                                                     Risk and Crisis Communications, Social Media, Transport

                                                                     For further information on Working Group meetings
                                                                     at the Summit, please check the EACD website,
                                                                     which will have all the latest information.          
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                                                     33

                                                    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                                                                                                                             INDUSTRY
NETWORKING                                                                                                                        BADGES
Taken from the idea of speed dating, speed network-                                                                               This year, we will distribute color-coded badges to
ing gives participants a chance to have quick,                                                                                    each participant which will indicate what industry
informal chats with various other professionals.                                                                                  they work in. Whether it is finance, technology, or
Participants will take part in a series of 3-minute                                                                               transportation, the badges allow you to quickly find
‘get-to-know-you’ sessions, and then move on to                                                                                   people from your industry – or to find contacts from
the new colleague in a game of networking ‘musical                                                                                other industries you may be interested in. Badges
chairs.’ Speed networking is the perfect opportunity                                                                              will be handed out along with participant packets
to exchange cards, and get to know others fast!                                                                                   and are, of course, optional. The badges will be
                                                                                                                                  a part of the special EACD Working Group Events
                                                                                                                                  which will take place throughout the Summit.

                                                                                                                                    “As it is my first attendance to
                                                                                                                                    such a forum, I can say it is a
                                                                                                                                    great experience for me in terms
                                                                                                                                    of talking to peers, meeting new
                                                                                                                                    colleagues in the com.field,
                                                                                                                                    listening to very well-prepared,
                                                                                                                                    experienced professionals.”
                                                                                                                                    Participant, European Communi-
                                                                                                                                    cation Summit 2011

                                                                   AWARD: SUMMIT NETWORKER OF THE YEAR 2012
        “To me, the EACD Summit is the best available networking
                                                                   This year’s summit will feature a new game to give you a chance to show off your connecting skills. Each
                                           platform to meet with
                                                                   participant packet will be equipped with a scorecard and envelope where you may collect other participants’
                       peers and exchange ideas and learnings.”
                                                                   cards and details. After lunch on the second day, participants will be asked to pass in their scorecards if they
              Participant, European Communication Summit 2011      believe they are eligible for the “Summit Networking Champ of 2012” award. Our moderator Karin Helmstaedt
                                                                   will announce the winner and distribute their prize before the final keynote of the summit.

EACD |Even More Ways to Connect

REGIONAL COLLEAGUES:                                               SPECIALISED INTRANET:                                          INDUSTRY NETWORKS:
EACD Regional Events allow participants to                         The EACD’s online information platform,                        Meet other professionals in your professional
meet and discuss with other communica-                             EACDnet is an invaluable, and easy-to-navigate,                industry and keep up to date on current trending
tions professionals in their region – please ask                   resource. Up-to-date association and communi-                  discussion topics through one of the EACD
about the EACD events which will be happening                      cations information is at your fingertips as well              Working Groups.
throughout the programme.                                          as the ability to communicate with over 2000
                                                                   EACD members from 40 countries.
34                                                                                                               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


The 2012 European Communication Summit will assemble communica-                    tions skills training for managers,          the Institute for Social Science at
tions experts and authors to share, network and learn with others from             communications skills training for           Lebanese University. Dr Cherafeddine
across the continent. These renowned international communication                   communicators. Her experience also           is President of the Committee for the
professionals will highlight and illustrate the latest trends, tools and           includes corporate communica-                Follow-Up on Women’s Issues, which
methodologies in used today. Participants will get a chance to meet face-          tions, product and corporate public          is a non-profit organization advocat-
to-face with other practitioners in the field to discuss the latest topics         relations.                                   ing the elimination of discrimination
affecting the industry.                                                                                                         against women in Lebanon. She is also
                                                                                   Berglund, Annika                             an activist in social and cultural fields
                                                                                   Senior Vice President Corporate              with more than 25 books and many
Ajder, Milorad                           February 2006. Her background is in       Communications, Atlas Copco AB               studies published that mainly cover
Managing Director,                       the media. She worked at RUV, the         Annika Berglund began her career             Arab cultural and women’s issues.
Ipsos Mori Reputation Centre             Icelandic State TV & Radio for years,     in marketing analysis and market
Milorad Ajder heads Ipsos MORI’s         as reporter, anchor and producer. .       research with Atlas Copco in                 Charlton, Ralph
Reputation Centre – a leading                                                      1979. Since then, she has held a             Group Director Corporate Commu-
reputation research agency that works    Asmussen, Jörg                            number of positions in the Atlas             nications, The Sage Group plc
with some of the world’s largest com-    Member of the Board,                      Copco Group related to marketing,            Ralph Charlton has 15 years of
panies. He is passionate about the       European Central Bank                     sales/field sales, and business              experience in international corporate,
role of research within the corporate    Jörg Asmussen has been a Member           controlling in Europe. Prior to her          technology, business to business
environment, and believes it should      of the Executive Board of the Europe-     current position assumed in 1997,            and business to consumer public
be seen as a strategic resource that     an Central Bank since Janaury 2012.       she was Marketing Manager for the            relations and more recently internal
delivers both business critical in-      He has an MBA from Milan Universi-        electronic company Atlas Copco               communications. He has worked for
sights and an action plan for change.    ty, a degree in Economics from Bonn       Controls (Danaher Motion), Swe-              The Sage Group plc since October
Before joining Ipsos MORI, Ajder led     University and is the author of various   den. Since 1997, Ms Berglund has             2004. His current position is Group
ajder-associates, a strategic research   publications. Prior to joining the ECB,   been a member of Atlas Copco’s               Director of Corporate Communica-
boutique working with a range of         Mr Asmussen worked as State Sec-          Group Management responsible                 tions. Appointed in September 2011,
blue-chip clients and prior to that he   retary at the German Federal Ministry     for global internal and external             he leads the Group Public Relations
was Head of ORC International’s Eu-      of Finance where he was responsible       communications, branding, crisis             and Internal Communications team.
ropean Reputation Research Practice.     for the Directorates Fiscal Policy and    management and public affairs.               Previously Mr Charlton was self-em-
He is an author of original research     Macroeconomic Affairs. He was also                                                     ployed and also worked for leading
(Global 100) on corporate reputation     Director General for financial market     Bland, Stella                                PR agencies including Jackie Cooper
and brand management.                    policy at the same Ministry.              Head of Communications and                   PR (now JCPR, part of Edelman) and
                                                                                   Marketing, AECOM Europe                      Burson Marsteller where he cut his
Allgäuer, Dr. Jörg E.                    Auer, Katharina                           Stella Bland leads communications            teeth on FMCG clients, online banks,
Vice President Corporate Com-            Head of Internal Communications,          and marketing for AECOM Europe,              hotels and restaurants.
munications, Sky Deutschland             Rio Tinto                                 the company that masterplanned
Dr. Jörg Allgäuer has many years of      Katharina Auer is an internationally      the Olympic Park in London and               Cloostermans, Marc
experience in the communication          recognised business communica-            which is working on high speed               CEO
sector with Bayerischer Rundfunk         tor with proven delivery of effective     rail in Spain and transforming the           VIM Group
and also held positions as Head of       global communication strategies and       heart of the Qatari capital, Doha.           Marc is heading up VIM Group,
Finance Communications with Allianz      programmes. She has Lean Sigma            Ms Bland has led communications              the independent global network of
Group as well as Head of Corporate       qualifications for process and per-       teams for the UK’s Government’s              companies specialised in brand im-
Communications with Fidelity Invest-     formance improvement. Her previous        Commission for Architecture and              plementation & management. In The
ments and UniCredit Bank/HypoV-          roles include Head of Global Internal     the Built Environment (CABE)                 Netherlands VIM Group is represented
ereinsbank. The German-American          and Management Communications             and for the Environment Agency.              by NykampNyboer. He is member
studied economics and political          at Shell, Head of Global Internal         She has run successful public                of the 2011 and 2012 European
science in Germany, Great Britain,       Communications at AstraZeneca,            campaigns to improve the quality             Transform Awards jury, and he was
and the US and finished his studies      Corporate Communications Lead at          of new housing, urban design and             member of the ‘Rebrand100’-2010
with a PhD and an MBA.                   GE Capital EEF and Corporate Com-         public space. She has held senior            jury. Marc is a regular speaker on the
                                         munications Manager at Corange/           roles with the UK Citizens Advice            topic of brand implementation and
Árnadóttir, Hjördis                      Boehringer Mannheim.                      Bureaux service and with the                 has written a number of articles.
Director External                        She has gained international experi-      environmental charity Forum for
Communications, Actavis Group            ence in the UK, The Netherlands,          the Future. She started her career           Craddock, Simon
As the Director of External Commu-       Hong Kong and Nigeria. Her main           in private consultancy, where she            Communications Manager,
nications at Actavis Group, Hjördis      areas of expertise are in employee        managed international clients                Motorola
Árnadóttir’s responsibilities include    communications strategy and execu-        including Ogilvy & Mather.                   Simon Craddock is responsible
global media relations and more than     tion, change communication, global                                                     for managing Motorola Solutions
40 group websites. Ms Árnadóttir has     employee surveys, metrics and busi-       Cherafeddine, Fahima                         communications activity across
been in Corporate Communications         ness performance scorecards, global,      President, Committee for the                 EMEA. Prior to joining Motorola, Mr
for 10 years, starting at Iceland’s      multi-cultural communications,            Follow-Up on Women’s Issues                  Craddock ran his own training and
biggest consulting firm, Capacent        internalisation of brand campaigns        Dr Fahima Charafeddine has a PhD             PR company for several years, after
in 2002. She joined Actavis in           or company rebranding, communica-         in Philosophy and is a Professor at          a decade living & working in Europe,
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Africa, Asia and the USA. Highlights            tions and press work. She has also               and in 1997 co-produced the prize-        TV. She worked as an international
of his career to date include writing           been the Vice President of the Public            winning documentary “Staatsgeheim-        editor and chief reporter for China
the first crisis management plan for            Relations Association Austria, and               nis Kinderdoping“ for German public       Business Times from 1992 to 1998.
Westland Aerospace in 1992, estab-              is currently the Vice President of the           television. Her subsequent work on        She began her journalism career as
lishing the first wholly foreign owned          International Advertising Association            the subject brought her to Berlin in      an international editor and reporter for
PR company in China and working on              Austria.                                         1998, where she continued freelance       Workers’ Daily in 1982, serving there
issues for organisations as diverse                                                              writing for newspapers and maga-          until 1992. Internationally recognized
as British Airways Hungary, DeBeers             Granzow, Harald                                  zines, and contributed to a book.         for her achievements in journalism, Ms
Botswana and Xbox Japan.                        Account Director Sales                           She also joined DW-TV as a News           Hu was listed as a Top 100 Influential
                                                Meta Communication International                 Translator and Speaker, and became        People in 2011 by Time Magazine.
Dacosta, Michel                                 GmbH                                             a Presenter of ‘Germany Today’ in         She earned a bachelor’s in journalism
International Sales Director                    Before joining META Communication                1999. Ms Helmstaedt is a Canadian         degree from the People’s University of
SPOTTER                                         International, Harald Granzow worked             native with a German father and a         China and an EMBA through a program
As International Sales Director at              as a consultant for international PR             Canadian mother. She represented          hosted by Fordham University and the
SPOTTER, Michel oversees the iden-              agencies and was running his own PR              Canada’s national swim team, and          China Center for Economic Research at
tification and development of new               business as well. He was doing con-              studied Physical and Health Educa-        Beijing University.
market opportunities, as well as the            sulting work for large IT and industry           tion and Literature in Toronto and
development of major accounts. He               clients, listed companies, research              Montreal before moving to Paris,          Iwata, Jon
ensures that SPOTTER is brought to              and analyst firms and governmental               where she studied French Literature       Senior Vice President, Marketing
market in each assigned region and              departments. Harald Granzow holds a              at the Sorbonne.                          and Communications
that sales and marketing are optimally          degree in Political Science.                                                               IBM Corporation
supported. Before joining Spotter in                                                             Herrero, Leandro                          Jon Iwata leads IBM‘s marketing, com-
June 2011, Michel was Sales & Mar-              Hannemann, Paula                                 CEO,                                      munications and citizenship organiza-
keting Manager EMEA for LexisNexis              Social Media and Online Cam-                     The Chalfont Project                      tion. This global team is responsible
Analytics and has been responsible              paigning Manager, World Wide                     Dr. Leandro Herrero practiced as a        for the marketing of IBM’s portfolio of
for launching the LN Analytics Solu-            Fund for Nature                                  clinical psychiatrist and academic for    products and services, market develop-
tions in the US in 2008.                        Paula Hannemann, 29, is Social Media             more than fifteen years before taking     ment and insights, communications
                                                and Online Campaigning Manager                   up senior management positions in         and corporate affairs, and stewardship
Galen, Maria                                    at the World Wide Fund for Nature                several global pharmaceutical com-        of the IBM brand, recognized as one
Galen Gallery                                   – the largest environmental organisa-            panies, working both in Europe and        of the most valuable in the world. He
Since the beginning of 2011 Maria               tion worldwide. In her role as head of           the US. He is co-founder and CEO          is chairman of the IBM Strategy Team,
has run the “Galen Galerie”, which              social media and online campaigning              of The Chalfont Project Ltd, an inter-    which focuses on the company‘s long-
specialises in Old Master painitngs.            Paula designed the organisation‘s                national consulting firm of organisa-     term strategic issues and opportunities,
Before beginning her studies she                social media programme. WWF today                tional architects. Taking advantage of    and is a member of the IBM Operat-
worked at Christie’s, the famous fine           is one of the leading German NGOs                his behavioural sciences background,      ing Team, responsible for day-to-day
arts auction house, in Amsterdam.               in terms of followers. Before, Paula             coupled with his hands-on business        marketplace execution.
Maria studied Art History, Medieval             consulted various brands e.g. studiVZ,           management experience, he works on
History and Early Modern History at             Nokia and as a brand strategist.         organisational strategy, structural and   Jensen, Tomas O.
Münster University in Germany. In               She taught as associate professor for            behavioural change, leadership, and       Director Corporate
2010 she finished her PhD thesis, a             strategy and innovation at the Institute         innovation. Dr Herrero is a Fellow of     Communications, Microsoft
survey of the complete works of the             for Marketing and Communications.                the Chartered Management Institute        Tomas Jensen has functioned as
painter Johann Boeckhorst, which                Paula has a Masters in communication             (UK), The Institute of Directors (UK)     Head of Corporate Communications
was assessed with the notable grade             sciences and business administra-                and The Royal Society of Arts. He is      for Microsoft in the Middle East and
magna cum laude and awarded with                tion (Berlin and Beijing). Also, Paula           also member of the American Anthro-       Africa since 2008. Prior to his current
the Fürstin von Gallitzin-Preis.                enjoys public speaking, mainly on                pological Association.                    role he held several communications
                                                the topics of social media strategy,                                                       related positions at Microsoft Germany,
Gneisz, Bettina                                 monitoring and social media crisis               Hu, Shuli                                 including product communications
Director Corporate                              communication. More information on               Editor-in-Chief,                          and analyst relations. Throughout his
Communications, OMV                                     Caixin Media                              career, he has worked in journalism,
Bettina Gneisz has been the Head                                                                 Hu Shuli is currently Editor-in-Chief     political communications and the
of Public Relations for two major               Helmstaedt, Karin                                of Caixin Media, Editor-in-Chief          consulting industry in Germany and
organisations, including the Öster-             Moderator                                        for the weekly magazine Caixin            the USA. He holds a master‘s degree
reichische Kontrollbank AG and ONE,             Deutsche Welle TV                                Century, and the Dean of the School       of political science of Freie Universität,
a mobile phone operator. Since 2000,            Karin Helmstaedt is one of the hosts of          of Communication and Design at Sun        Berlin. Jensen lives with his family in
Ms Gneisz has been the Head of                  euromaxx – Lifestyle Europe, Deutsche            Yat-sen University. Founder of Caijing    Istanbul.
Corporate Communications and Vice               Welle-TV‘s daily life and style maga-            magazine in 1998, Ms Hu provided
President at OMV AG, a company                  zine show. She began her career as a             the leadership that brought Caijing       Ketelaar, Paul
which she has helped win several                journalist, freelancing as a translator          to its eminent position as one of         Professor,
international and national awards for           and presenter at sporting events. Ms             China’s most authoritative business       Nijmegen University
sponsorship, corporate citizenship-             Helmstaedt reported extensively on               publications. In 2001, Ms Hu served       Dr. Paul Ketelaar (PhD, MSc, MSc)
programmes, internal communica-                 doping in the former East Germany,               as chief of financial news for Phoenix    lives and works in Nijmegen, in The
36                                                                                                                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


Netherlands. After finishing his          and member of the Board of Esprix,         in linguistics, and computing and           Niehus, Dr. Gerlinde
studies in Social Psychology and          a leading award for Dutch Marketing        mathematical sciences.                      Head of Corporate
Communication Science, he started         Communication Campaigns.                                                               Communications, Public
travelling and worked as a free-                                                     Minton, Stacey                              Diplomacy Division, NATO
lance photographer. He co-owned a         Lavadoux, Frank                            Director, Management and                    Dr Gerlinde Niehus leads the Corpo-
communication agency for several          Senior Lecturer, European Institue         Employee Communications,                    rate Communications Section within
years and was a guest professor at        of Public Administration                   Merck Serono                                NATO‘s Public Diplomacy Division.
the Catholic University of Leuven,        Frank Lavadoux is a Senior Lecturer        Stacey Minton is the Director, Man-         After directing communication strate-
Belgium. Currently, Mr Ketelaar is        in the European Decision Making            agement and Employee Communica-             gies for the European Commission‘s
working as an Associate Professor         Unit and responsible for several           tions at Merck Serono, a position           External Relations and Information
in Communication Science at the           programmes, including the seminars         she has held since late 2007. Her           Society departements, she joined
Radboud University of Nijmegen in         on European negotiations. He has a         responsibilities include the develop-       NATO in 1999 and assumed her
The Netherlands. He investigates the      degree in marketing, international         ment and oversight of all internal          current position in 2008. Gerlinde
effects of recent (digital) advertis-     trade and financial engineering from       and external communications for the         Niehus holds a Ph.D. in International
ing strategies on consumers. He           the University of Paris XII (FR) and the   10-member Merck Serono Executive            Relations from Muenster University,
also works freelance as a market          Centre de Formation de la Profession       Management Board (EMB). Prior to            Germany.
researcher and photographer.              Bancaire in Paris, and is also qualified   this position, Ms Minton worked for
                                          in the use of psychological tools such     the company as their Director, US           Gade Nielsen, Astrid
Klitz, Christof-Sebastian                 as MBTI (Myers-Briggs Type Indica-         Communications, Neurology, where            Vice President Corporate
Head of Volkswagen Group EU               tor). He started his career in the bank-   her main duties were the manage-            Communications, Arla Foods
Representation, Volkswagen                ing world and then became head of a        ment of public/media relations,             Astrid Gade Nielsen has spent the
A graduate of University of Hamburg’s     consultancy firm specialised in human      internal communications and advo-           last 10 years as Vice President of
School of Law, Christof-Sebastian         resources, intercultural manage-           cacy relations for the U.S. Neurology       Corporate Communications at Arla
Klitz has a vast amount of Public         ment and international negotiations.       franchise and select products. Ms           Foods – a Swedish –Danish co-op-
Affairs experience, having served in      His fields of specialisation mainly        Minton has also held several posi-          erative that is the largest produceer
various positions at BDI in Cologne,      concern psychological, behavioural         tions in advertising agencies focused       of dairy products in Scandinavia. In
and as Deputy-Director of the Office      and intercultural aspects but also the     on the healthcare field, including          2006 and 2007 she was voted the
of German Industry and Trade in           role of communication in community         LehmanMillet, BBK Communica-                best Communication Director in
Washington, DC. He has also served        decision-making processes.                 tions, and Crumbley & Alba. She is          Denmark by Danish Journalists. She
as Burson Marsteller’s Head of the                                                   an Executive Committee member               holds a degree from the University of
Office of Government Relations in         Lynch, Philip                              and Incoming Chair of the American          Aarhus.
Bonn and Berlin, and has also worked      Director, Media Evaluation UK              Academy of Neurology Founda-
for Deutsche Telekom. Klitz joined        Kantar Media                               tion (AANF) Corporate Roundtable            Phillips, Robert
Volkswagen in 1999, and has been          As media evaluation director at Kantar     (CRT). Ms Minton graduated from the         President and CEO,
their Head of Government Affairs in       Media, Philip leads evaluation of          University of Georgia with a Bachelor       Edelman
Brussels since 2008.                      mainstream media in the UK and             of Arts in Journalism.                      Robert Phillips is the President and
                                          international markets. Philip is also                                                  CEO, EMEA, of Edelman – the world’s
Koeleman, Hans                            engaged with managing media con-           Monrad Rendtorff, Anders                    largest Public Relations firm. He is
Director of Corporate                     vergence and works with Kantar Media       Senior VP People &                          also the co-author of Citizen Renais-
Communications, KPN Royal                 ’s social media analytics specialist       Communications, Coloplast                   sance (2008) and a frequent essayist,
Dutch Telecom                             Cymfony to develop new resources           Anders Monrad Rendtorff is Senior           conference speaker and media
Hans Koeleman has been the Director       and methodologies for online and           Vice President of People & Commu-           contributor on leadership in Busi-
of Corporate Communications at KPN        social media analysis.                     nications at the global market leader       ness and Government, as well as on
Royal Dutch Telecom since 2007.                                                      within med-tech, the Danish based           communications in a Social Digital
Prior to taking this position, he held    MacNiven, Sean                             Coloplast. Anders has a strong back-        society. Robert led the development
various key positions in the com-         Head of Communications                     ground within Corporate Communi-            of Edelman’s global thinking on
munications field in different sectors,   Innovation, SAP                            cations from Ericsson, TeliaSonera          Public Engagement – the evolution of
such as retail (Ahold, Albert Heijn)      Sean MacNiven is fascinated by the         and BG Bank and took in 2010 the            Public Relations – and is intimately
and financial services (Delta Lloyd       relationships between people, and          combined leadership of HR and Com-          involved with Edelman’s annual Trust
NV). Koeleman has studied Dutch           applies that fascination to his daily      munications in Coloplast. Anders´s          Barometer. In 1987, Robert co-found-
Language and Literature, holds an MA      work in communications empowered           focus is helping transforming the           ed Jackie Cooper Public Relations,
in Business Communication and Pub-        by Web. His professional experience        company into a genuine world leader         acquired by Edelman in 2004. Robert
lic Relations, an MBA and a Master’s      at SAP encompasses virtually every         in its industry. That requires a strong     became CEO of Edelman’s merged
in Corporate Communication. He has        aspect of internal communications          performance-culture and a reputation.       UK businesses three years later and
also been active as guest lecturer at     from executive through to grassroots,      The merger between Communications           EMEA President & CEO of Edelman
various universities and education        from static HTML to state-of-the-art       and HR helps with exactly that. An-         in early 2011. Robert still counsels
programs in communications. He is         collaboration suites. Sean aims to         ders carries a Master´s degree from         a number of senior clients– includ-
Regional Coordinator for the EACD         foster meaningful dialogue with the        University of Roskilde and an MBA           ing Diageo, Unilever and Shell - on
in the Netherlands, member of the         collective, whether that collective be     from Copenhagen Business School.            strategic issues surrounding trust,
Board of Logeion, Dutch Association       a corporate intranet, or the sum of all                                                brand and corporate reputation. Rob-
of Communication Professionals            connected humanity. He holds degrees                                                   ert sits on the Advisory Board of the
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                                              37

Global Economic Symposium at Kiel               mbrun. He has written ten books which            General Manager at Alpha Airport         two years as the Head of Corporate
University and on the Advisory Board            have been translated in eight different          Shopping where was responsible for       Communications and, in January of
of the Circle of European Communi-              languages, the most well-know are;               £30million of duty and tax free luxury   2010, became the Vice President for
cators. He is a Trustee of New Deal             Essentials of Corporate Communica-               retail offered at Terminal two in the    Corporate Communications. She is
of the Mind and a Board member                  tion (2006), Fame & Fortune (2004),              Manchester Airport . He is currently     responsible for the development and
of the Public Relations Consultants             and Principles of Corporate Com-                 pursuing his EMBA at the Cass Busi-      implementation of group level
Association. Robert blogs at www.               munication (1996). Cees van Riel                 ness School and graduated from the       communication strategy, working with and can be               has been active as a consultant in the           Institute of Technology, Sligo with a    PR, brand and corporate marketing.
followed on Twitter @citizenrobert.             area of corporate branding, reputation           diploma in Business Studies.             Before joining MOL Group, Ms Somlyai
                                                management and employee alignment                                                         was the Marketing Director- Busi-
Pfister, Christian                              for more than two decades, and is                Şahin Cem, Sinan                         ness Division and later the Corporate
Head of Group Communications,                   involved in various annual reputation            Head of Corporate                        Communications Director at Pannon
Swiss Life                                      rankings. Recently he started measur-            Communications, Türk Telekom             GSM Telecommunication Plc. She was
Christian Pfister is the Swiss Life             ing reputation among building and                Sinan Cem Şahin is the Head of           the founder of the Pannon Példakép
Head of Group Communications,                   construction companies and building              Corporate Communication at Türk          foundation, part of the organisation’s
where he has worked since 2009. He              societies (woningcorporaties) www.               Telekom, where he has been working       CSR programme. Ms Somlyai is a
started his career as an editor for ABB                  since July 2007. He is responsible       board member of the Hungarian Ice
Schweiz and held several different              monitor                                          for leading his team, driving business   Hockey Federation and a member
communications oriented roles at                                                                 growth and contributing to strength-     of the Hungary Country Brand Team.
Credit Suisse. He worked as head of             Roth, Prof. Dr Gerhard                           ening the corporate reputation of        Ms Somlyai attended the College of
Communications at the Winterthur                University of Bremen                             Türk Telekom. He completed many          Commerce, Trade and Tourist and has a
Group and was a Partner in Lemon-               Gerhard Roth was born 1942 in                    successful operations and partici-       BA in Marketing from the University of
grass Communications. In 2001 he                Marburg (Germany). After studying                pated in various projects all of which   Economics.
completed his MSc. in Communica-                Philosophy, German Literature and                have been a major factor making Türk
tion Management at the Universität              Musicology at the Universities of                Telekom the most valuable brand of       Storck, Dr Christopher
Lugano and studied Latin-American               Muenster (Germany) and Rome (Italy),             Turkey. The team has instigated both     Managing Director
Literature in Zurich and Ecuador.               he received his PhD in Philosophy at             social responsibility projects and       Hering Schuppener
                                                the University of Muenster in 1969.              increased brand recognition. Şahin       Dr Christopher Storck co-heads the
Polo, Andrea                                    After further studying Biology at the            holds a Masters of Economic Policy       corporate communication department
Communication Director,                         University of Muenster and University            and BA in Management.                    at Quadriga University Berlin teaching                                  of California, Berkeley, he received                                                      strategy and communication
Andrea Polo is the Communication                his second PhD (in Zoology) at the               Sayeski, Lauren                          management. He has been crossing the
Director for, where he           University of Muenster in 1974. He               Vice President External Commu-           borders between business, academic
is the head of all aspects of com-              is Professor of Neurobiology (Chair              nications & Stakeholder Engage-          research and training for more than ten
munication at both and           of Behavioral Physiology) at the Uni-            ment, Coca-Cola Enterprises              years. Christopher is also a Polo began his career in             versity of Bremen since 1976. From               Lauren Sayeski is Vice President,        certified coach of the European Busi-
communications at Gruppo Editoriale             1988 until 2008 he was the Director              External Communications and              ness School in Oestrich-Winkel.
Giunti in Florence, before moving               of the Brain Research Institute at the           Stakeholder Engagement of Coca-
in 1999 to direct the marketing of              University of Bremen. He is the found-           Cola Enterprises (CCE). Lauren           Tench, Ralph
Gruppo Editoriale Giunti in Milan. In           ing Rector of the Hanse Institute for            is responsible for the company’s         Prof. of Communication, Public
2000 he joined eBay Italy where he              Advanced Study Delmenhorst. From                 corporate responsibility and sustain-    Relations, and Communication,
was responsible for communications              2003 until 2011 he was President of              ability strategy (CRS), stakeholder      Leeds Metropolitain University
and marketing in different categories.          German National Academic Founda-                 engagement and media relations           Professor Dr. Ralph Tench is Director
By the end of 2003 Polo was direct-             tion (Studienstiftung des deutschen              strategies. Lauren joined CCE in 2004    of Ph.D. programmes and Director of
ing the group’s external communica-             Volkes). Since 2008 he acts as the               and has held positions of increasing     Research for the Faculty of Busi-
tions.                                          CEO of Roth GmbH – Applied Neuro-                responsibility across Internal and       ness and Law at Leeds Met. Prior to
                                                science (Bremen).                                External Communications. In 2010,        this, he was head of the UK’s largest
Riel van, Cees                                                                                   she led integration of Coca-Cola’s       Public Relations and Communications
Professor of Corporate                          Ryan, Niall                                      North American Business following        academic department for 10 years at
Communications, Rotterdam                       Head Internal Communication and                  the Transaction between CCE and The      Leeds Business School. He is also a
School of Management, Erasmus                   Employer Brand, Harrods                          Coca-Cola Company. Lauren began          visiting professor at the University of
University Rotterdam                            Niall Ryan heads Harrods’ Inter-                 her career in marketing communica-       Salzburg as well as external examiner
Prof. Dr. Cees B.M. van Riel is the             nal Communication and Employer                   tions, serving clients such as DuPont,   for more than 10 UK and European
professor of corporate communica-               Brand. For the past five years he has            InterContinental Hotels Group and the    universities examining undergraduate,
tion at the Rotterdam School of                 been responsible for delivering the              American Cancer Society.                 postgraduate and Ph.D. students. Prof.
Management of Erasmus University                internal communication and employee                                                       Tench is a member of the European
Rotterdam, the Editor-in-Chief of the           engagement strategy while managing               Somlyai, Dora                            Communication Monitor research
Corporate Reputation Review and                 a business wide change programme                 Vice President Corporate                 team and is currently directing a pan
Managing Director of the Reputation             to articulate and position Harrods’              Communications, MOL Group                European research team for the ECOPSI
Institute, a research and consultancy           employer brand proposition. Prior to             Since January of 2007, Dora Somlyai      (European Communication Profession-
firm created by him and Charles Fo-             joining Harrods he was the Deputy                has worked at MOL Group. She spent       als Skills and Innovation programme),
38                                                                                                               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

an EU funded research programme.          Vesey, Tom                                International since March 2009, and         Butlins crisis press office and acted
Based on his academic track record        Managing Director,                        is responsible for campaigning and          as spokesperson, handling 100+
and his former career as a journalist     RiiR                                      organisational communications. Her          incidents a month. Mary has handled
and public relations consultant, Tench    Tom Vesey has worked in London,           20-year professional experience             a wide range of incidents, crises
is a regular speaker at academic and      Singapore, Edinburgh and Paris during     includes international organisational       and issues, including closure and
practitioner conferences worldwide.       his career in communications. The         communications, strategic media             redundancy programmes; insolvency
                                          two major focuses have been driving       relations, crisis/issues management,        proceedings; chief executive exits
Tilger, Carsten                           growth in the businesses in which         PR events, speakers’ management,            from FTSE 100 companies; a national
Head of Corporate Communica-              he has worked and building interna-       internal communications and brand           product recall for a faulty electrical
tions, Henkel AG & Co. KGaA               tional brands. Roles include leading      management. Inge worked for Mo-             product; major Sunday tabloid inves-
Carsten Tilger has been Head of           businesses in advertising, Public         torola, Plilips Electronics, P&O Nedl-      tigation; mass consumer complaints;
Corporate Communications at Henkel        Relations, as well as in brand manage-    loyd and Statoil and led the Dutch          fraud and criminal activity; loss of
since 2010. He is globally responsi-      ment. Tom set up CARMA Europe in          branch of Burson-Marsteller: Inge           life; product contaminations; and she
ble for External, Internal and Online     2000 and it has grown to be a leading,    thrives on contributing to change           has also instructed media lawyers
Communications, Corporate Brand           international news analysis business in   through communications, loves con-          to act on behalf of her clients. Mary
and Reputation Management, as             Europe serving clients globally. Given    necting with people and always has          also has extensive crisis prepared-
well as Sustainability Management.        the increasing importance of Reputa-      a novel with her. Follow her tweets         ness experience and was appointed
Between 1997 and 2005, he held            tion in assessing corporate risks, he     @IngeWallage                                by a global confectionery firm to
various positions up to SVP Global        created RiiR (Risk to Reputation) in                                                  review their pan European crisis
Communications at Hoechst AG,             2010.                                     Witte, Volker                               management manual and global
Germany, and subsequently Aventis                                                   Professor,                                  crisis response capability; and more
SA, France (created by the merger of      Vries de, Sigrid                          LMU Munich                                  recently by a motor manufacturer to
Hoechst AG and Rhone-Poulenc SA           Communications and Public Rela-           Dr Witte studied Zoology, Botany and        develop and write their first ever UK
in 2000). From 2006 to 2009, he was       tions Director, European Automo-          Organic Chemistry in Frankfurt/Main.        crisis response procedure.
Head of Corporate Communications at       bile Manufacturers Association            He soon specialised on the com-
Syngenta AG, in Switzerland. He holds     Sigrid de Vries heads the communica-      munication of ants and the organisa-        Zerfass, Angser
a Master´s degree in economics and        tions department of the European au-      tion of complex behaviour. He first         Professor of Communication Man-
was trained as a business journalist at   tomobile industry’s trade association     consolidated his findings at Cornell        agement, University of Leipzig
the renowned Henri-Nannen-School of       ACEA. A Dutch national with over 20       University in the USA and later at          Professor Dr Ansgar Zerfass is
Journalism in Hamburg.                    years of experience in journalism and     LMU Munich. For the past several            Professor of Communication
                                          communications, Sigrid has worked         years, Dr Witte’s focus has been on         Management at the University of
Toet, Dick                                from offices in Amsterdam, Berlin and     swarm intelligence and their use in         Leipzig, Germany. He has pub-
Vice President of External Affairs,       Brussels covering topics as diverse as    economic bionics.                           lished 28 books and more than 140
Unilever                                  European integration, financial mar-                                                  articles on corporate communica-
Dick Toet is the current Vice Presi-      kets, corporate governance, climate       Weetman, Richard                            tions and interactive communica-
dent of External Affairs for Unilever.    change and foreign affairs. Sigrid is a   Director of Client Relations,               tion. Before joining academia, he
Mr. Toet has over 30 years of industry    member of the jury of the EACD Com-       Spotter                                     worked for ten years in manage-
experience, and before taking up his      munications Awards.                       Richard is director of client relations     ment positions at various compa-
current position, Mr. Toet worked as                                                at Spotter. With ten years experience       nies and institutions. Zerfass is the
Head of Regulatory and Environmen-        Wadman, Louise                            in the conception and organisation of       Editor of the ‘International Journal
tal Affairs for Hercules.                 Head Communications, Lloyds TSB           international monitoring and analysis       of Strategic Communication’,
                                          and Bank of Scotland                      projects, he is in charge of the Cus-       published in the USA, Executive
Rendtorff, Anders                         Louise Wadman has been the Head           tomer Support department. After fin-        Director of EUPRERA, the European
Senior Vice President                     of Lloyds TSB and Bank of Scotland        ishing a degree in modern languages         Public Relations Education and
People & Communications                   communications since October 2009.        in the UK, and teaching in France           Research Association, Brussels,
Anders Monrad Rendtorff is Abde           She has worked at IBM as Head of          for two years, Richard specialised in       and Lead Researcher for the annual
of People & Communications at the         Internal Communications for EMEA          media monitoring and analysis. He           European Communication Monitor
global market leader within med-          and at ABN AMRO bank she was Head         currently oversees major international      survey. He has received several
tech, the Danish based Coloplast.         of Communications for Global Serv-        projects for a number of European           awards for communication cam-
Anders has a strong background            ices. Prior to working for Llyods, she    institutions and major brands.              paigns and academic research, i.e.
within Corporate Communications           was head of internal communication                                                    the Jackson-Sharpe-Award in the
from Ericsson, TeliaSonera and BG         for RBS Global Banking and Markets.       Whenman, Mary                               United States, and was named “PR
Bank and took in 2010 the combined        She qualified recently as an executive    Corporate Managing Director                 head of the year” in Germany.
leadership of HR and Communica-           coach and has extensive communica-        Grayling
tions in Coloplast. Anders’s focus is     tion experience in several sectors.       Mary Whenman, Managing Director,
helping transforming the company                                                    Corporate, has more than 20 years’
into a genuine world leader in its        Wallage, Inge                             experience advising UK, EMEA and
industry. That requires a strong          Communications Director,                  global clients on corporate reputation
performance-culture and a reputation.     Greenpeace International                  management, including 15 years’
The merger between Communications         Inge Wallage has been Commu-              of crisis management experi-
and HR helps with exactly that.           nications Director for Greenpeace         ence. For three years, Mary ran the

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                                                                                                                COMMUNICAT ION
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39                                                                                       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


                         Headquarters Worldwide: Washington, DC                                  APCO Worldwide
                         Headquarters Europe: Brussels                                           47 Rue Montoyer
                         European CEO: Brad Staples                                              5th Floor
                         European Locations: Berlin, Bonn, Brussels, Istanbul, London,           1000 Brussels
                         Moscow, Rome, Warsaw                                                    Belgium
                                                                                                 Tel.: +32 (0) 2 645 9811

                         Headquarters: New York, United States                                   Burson-Marsteller
                         EMEA CEO: Jeremy Galbraith                                              Square de Meeûs 37
                         European Locations: Almaty, Athens, Barcelona, Belfast, Belgra-         1000 Brussels
                         de, Berlin, Berne, Bratislava, Bucharest, Budapest, Copenhagen,         Belgium
                         Dublin, Frankfurt, Geneva, Helsinki, Istanbul, Kiev, Lisbon, Lon-       Tel.: +32 (0) 2 7436 611
                         don, Madrid, Milan, Moscow, Oslo, Paris, Prague, Riga, Rome,  
                         Sarajevo, Skopje, Sofia, St Petersburg, Stockholm, Tallinn, The
                         Hague, Tirana, Vienna,Vilnius, Warsaw, Zagreb, Zurich

                         Headquarters: New York, United States                                   Edelman
                         CEO and President, Europe: Robert Phillips                              Southside, 105 Victoria Street
                         Locations: Abu Dhabi, Amsterdam, Barcelona, Berlin, Brussels,           London SW1E 6QT
                         Dubai, Dublin, Frankfurt, Hamburg, London, Madrid, Milan, Mu-           United Kingdom
                         nich, Moscow, Paris, Rome, Stockholm, Warsaw, Zürich                    Tel.: +44 (0) 20 3047 2000

                         Headquarters: Frankfurt am Main/Mainz, Germany                          F.A.Z.-Institut für Management-,
                         CEO and President, Europe: Volker Sach, Dr. Rainer Mathes               Markt- und Medieninformationen GmbH
                         Locations: Frankfurt am Main, Mainz, Zurich, Oxford                     Mainzer Landstraße 199
                                                                                                 60326 Frankfurt am Main
                                                                                                 Tel.: +49 (0) 69 7591 3254

                         Headquarters: London, United Kingdom                                    Grayling
                         CEO: Michael Murphy                                                     Portland House
                         European Locations: Amsterdam, Astana, Baku, Barcelona, Bel-            Bressenden Place
                         grade, Berlin, Birmingham, Bratislava, Bristol, Brussels, Bucha-        SW1E 5BH London
                         rest, Budapest, Cardiff, Dublin, Düsseldorf, Edinburgh, Frankfurt,      United Kingdom
                         Geneva, Gothenburg, Hamburg, Istanbul, Kyiv, Leeds, Lisbon,             Tel.: +44 (0) 207 932 1850
                         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

                         Headquarters: London, United Kingdom                                    Ipsos MORI
                         Managing Director: Milorad Ajder                                        79–81 Borough Road
     Reputation Centre                                                                           London, SE1 1FY
                                                                                                 United Kingdom
                                                                                                 Tel.: +44 (0) 207 347 3000

                         Headquarters: Paris, France                                             Kantar Media
                         CEO: Jean-Michel Portier                                                60 avenue du Général de Gaulle
                         Locations: Dublin, Hamburg, London, Madrid, Moscow, Paris,              Puteaux
                         Boston, Shanghai                                                        92046 Paris La Défense
                                                                                                 Tel.: +33 (0) 147 671 700
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                                       40

                                                  Headquarters: Frankfurt, Germany                                                Meta Communication
                                                  CEO: Michael Maillinger, Dr. Erich Pellech, Dr. Heinz Spremberg                 International GmbH
                                                  European Locations: Brussels, Frankfurt, Leipzig, Vienna, Zurich                Solmsstrase 4
                                                                                                                                  60486 Frankfurt/Main
                                                                                                                                  Tel.: +49 (0) 69 7430 39-0

                                                  Headquarters Berlin, Germany                                                    Quadriga University
                                                  President: Prof. Peter Voß                                                      of Applied Sciences
                                                                                                                                  Werderscher Markt 13
                                                                                                                                  10117 Berlin
                                                                                                                                  Tel: +49 (0) 30 4472 9400

                                                  Headquarters Worldwide: New York, USA                                           SPOTTER
                                                  Headquarters Europe: Palavas, France                                            Phare de la Méditerranée
                                                  European CEO: Ana Athayde                                                       34250 Palavas
                                                  European Locations: UK, Belgium, Portugal                                       France
                                                                                                                                  Tel.: +33 (0) 4 67 68 61 70

                                                   Headquarters Europe: London, United Kingdom                                    Porter Novelli
                                                   European CEO: Sally Ward                                                       31 St Petersburgh Place
                                                   European Locations: Amstelveen, Århus, Athens, Banbury,                        London, W2 4LA
                                                   Barcelona, Bratislava. Brussels, Bucharest, Budapest, Copen-                   United Kingdom
                                                   hagen, Dornbirn, Edinburgh, Gothenburg, Helsinki, Istanbul,                    Tel.: +44 (0) 20 7853 2222
                                                   Lagos, Lisbon, London, Madrid, Milan, Moscow, Munich, Oslo,          
                                                   Paris, Prague, Riga, Rome, Salzburg, Sofia, Stockholm,Valencia,
                                                   Vienna, Warsaw

                                                   Headquarters: London, United Kingdom                                           RiiR (Risk2Reputation)
                                                   Chief Executive: Tom Vesey                                                     Workshop 4
                                                                                                                                  Royal Victoria Patriotic Building
                                                                                                                                  John Archer Way
                                                                                                                                  London, SW18 3SX
                                                                                                                                  United Kingdom
                                                                                                                                  Tel: +44 (0) 208 877 3314

                                                  Headquarters: Lugano, Switzerland                                               USI Università della Svizzera
                                                  Managing Director: Nina Volles, Communication Management l                      italianaCommunication Management l
                                                  Executive Education                                                             Executive Education
                                                                                                                                  Via Giuseppe Buffi 13
                                                                                                                                  CH-6900 Lugano / Switzerland
                                                                                                                                  Tel.: +41 58 666 42 80

                                                   Headquarters Worldwide: Amsterdam, the Netherlands                             VIM-Group
                                                   Headquarters Europe: Amsterdam, the Netherlands                                Olympisch Stadion 6
                                                   European CEO: Marc Cloosterman                                                 1076 DE Amsterdam
                                                   European Locations: London, Hamburg, Copenhagen, Madrid                        The Netherlands
                                                                                                                                  Tel.: +31 (0) 20 471 16 35
MARC CLOOSTERMAN              FRANK LAVADOUX            LOUISE WADMAN                         PHILIP LYNCH                       SIGRID DE VRIES                      RALPH CHARLTON

VOLKER WITTE                  MARIA GALEN               JÖRG ALLGÄUER                         RALPH TENCH                        CHRISTOPHER STORCK                   DICK TOET
LMU MUNICH                    GALEN GALLERY             SKY DEUTSCHLAND                       LEEDS METROPOLITAIN UNIVERSITY     HERING SCHUPPENER                    UNILEVER

MICHEL DACOSTA                KARIN HELMSTAEDT          STACEY MINTON                         ANDERS RENDTORFF                   ANGSER ZERFASS                       MILORAD AJDER
SPOTTER                       DEUTSCHE WELLE TV         MERCK SERONO                          COLOPLAST                          UNIVERSITY OF LEIPZIG                IPSOS MORI

HARALD GRANZOW                MARY WHENMAN              ROBERT PHILIPS                        TOM VESEY                          RICHARD WEETMAN                      DEREK TRONSGARD
META COMMUNICATION            GRAYLING                  EDELMAN                               RIIR                               SPOTTER                              PRIME RESEARCH

                                    THE EUROPEAN COMMUNICATION SUMMIT 2012 IS HOSTED BY

                                                                                          Magazine for Corporate Communications and Public Relations

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