Apcs 2015 web

YO U R G UIDE TH RO U G H OUT THE PR OGRAM

re you ready to be part of our profession´s future?

Globalization, the rise of social media, heightened demands for transparency, regulatory change and a rising awareness of the critical importance of corporate and organizational reputation have all contributed towards the recognition of communications as key business discipline and a major value creator.

Communication directors are increasingly taking on the responsibilities of leadership – not only of their departments, but in a wider sense within the organization as a whole. Therefore, this is exactly the right time to gather together to debate our role as communicators and promote the high standards that will keep our profession moving forward in the Asia-Pacific region.

The Asia-Pacific Communications Summit 2015 will equip you with the skills you need to succeed, which we have grouped together in four categories: “Chief Reputation Officer”, “Trusted Partner”, “Content Captain” and “Dialogue Manager”. Using relevant case studies and inspirational ideas from over 40 world-class speakers, the Asia-Pacific Communications Summit 2015 will enable you to fully experience the momentum of our dynamic profession in the region and expand your own professional network.

I am looking forward to seeing old friends and making new ones at the Asia-Pacific Communications Summit 2015 and I hope you can join us in Hong Kong in November.

Best regards,

Pierre Goad // president of apaCd Group Head of Hr and Communications // HsbC Holdings

Join our speakers from these and many other organizations:

EDITORIAL

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iMeline

8.30 - 9.30 am Morning Program

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Chief RePUTATiOn OffiCeR

Afternoon Program

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TRUSTed PARTneR

YOUR SUMMiT PROGRAM

19 November: 1st day of the summit Doors open Welcome & Opening Speech Opening Keynote Coffee Break & Room Change Best Case Sessions on the Chief Reputation Officer: 360ďż˝ Communications // Brand & Reputation Management // Corporate Social Responsibility // Networking Lunch The Bigger Picture: Linking Business Strategy & Communications Best Case Sessions on the Trusted Partner: Internal Communications // Change Communications // Corporate Culture // APACD General Meeting Gala // Award Show 20 November: 2Nd day of the summit

8.00 - 9.00 am Morning Program

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COnTenT CAPTAin

diAlOGUe MAnAGeR

Doors open Welcome to the 2nd Day Keynote Best Case Sessions on the Content Captain: Big Data // Storytelling // Digital Communications // Coffee & Break Best Case Sessions on the Dialogue Manager: Public Affairs // Campaigning // Community Management //

Panel Discussion Final Networking Lunch

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Day

Asia-Pacific Communications Summit 2015

19 November

the communicator as

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.Chief Reputation Officer

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.Trusted Partner

8.30 - 9.30 am Doors open

9.30 - 10.00 am Welcome

10.00 - 10.45 am Opening Keynote

Be inspired, be surprised!

Opening Keynote

Social Networks & how to leverage Communications Look forward to a distinguished surprise guest from the world‘s leading network platform and be inspired by new insights into how the digital era will change both communications markets and the profession of communicators as it exists today.

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The Communicator as Chief Reputation Officer In this session you will learn about effective approaches of brand identity, reputation & CSR management. Gather expertise on how to use green initiatives to enhance your company’s reputation as well as to boost your brand with a targeted 360° communications strategy.

Giles Morgan Global Head of Sponsorship & Events // HSBC Holdings Best Case: Expanding a commercial sponsorship portfolio HSBC has been at the heart of the growth of the Sevens World Series in China and is a leading sponsor of rugby around the world. Giles will be presenting the strategy behind the HSBC international sponsorship strategy and how the bank utilizes sponsorship as a tool to drive business and brand objectives.

Tino Fritsch Head of Communications Asia Pacific // ThyssenKrupp AG Best Case: Managing Communications Complexity across the Asia- Pacific region The reality is: there are three main challenges of an industry brand: the challenges of control, network and content. In Tino‘s presentation, learn how to anticipate crises by observing and evaluating digital media channels at any time. After getting useful insights into how to build-up formal and informal communication communities (with an increasing number of influencers with different cultural backgrounds) you learn how to tailor content for an audience within diverse communications habits.

Br a nd Id e n tity & Repu tation Man agemen t

11.15 - 12.15pm Best Case Sessions on Chief Reputation Officer

Sheila Rasu Associate Vice President Marketing & Communications // NBA Asia Best Case: Managing successful CSR report & conclusion of 10 years work NBA Cares is the global community outreach initiative that addresses important social issues such as youth, education and family development. Get in Sheila‘s presentation: first-hand insights into the CSR strategy of NBA and how her communication team supports a range of programs, partners and initiatives that strive to positively impact children and families worldwide.

Lisa Wong Director of Communication, Public Affairs & Sustainable Development // L’Oréal Hong Kong Best Case: Reputation Management – Inside Out or Outside In? L’Oréal Hong Kong has raised its corporate reputation among key internal and external stakeholders through a series of CSR initiatives, which basically incur no extra budget. Learn in this presentation by Lisa how corporate reputation can be managed and enhanced through engaging and influencing multiple stakeholders.

Corporate Social Responsibility

Andrew Pickup Shirley Zheng Director of Public Relations // Four Seasons Hotel Best Case: Access Luxury Learn from Shirley how activities such as green partnerships, charity sponsoring and co-partnering with luxury brands help create and maintain a modern reputation for your company.

Senior Director Communications // Microsoft Asia Best Case: The Role of Communications Andrew will outline the major business transformation taking place at Microsoft, while focusing on how communications helped bring the many stakeholders – employees, customers, partners, industry analysts and the media – throughout the journey.

360° Communications

12.15 - 1.30 pm Networking Lunch

Charles Lankester SVP, Reputation Management Asia-Pacific // Ruder Finn Expert Session: Navigating Reputation Risk at the Speed of Social Media 2016 will see the further evolution of business reputational risk created or accelerated by social media in Asia-Pacific and internationally. How can businesses prepare and plan?

What lessons can be learned? How concerned should management be? Charles will review recent local and international controversies and propose practical solutions.

Networking Lunch The Lunch Break with various Food from regions across the Asia- Pacific continents will be an excellent opportunity to Share experiences with your peers.

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3.00 - 4.00 pm Best Case Sessions on Trusted Partner

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The Communicator as Trusted Partner

Discuss in the second session modern forms of change communications and corporate culture models. Learn the essentials of employee communications and explore effective methods to transform your staff into brand ambassadors.

Jason Kendy Head of Corporate Communications // UBS Japan Best Case: Giving orientation in times of crisis Multinationals learned critical internal communications lessons during the 2011 nuclear crisis in Japan.

If you want local staff to pay attention and to understand what you are saying when it matters most, here are some rules of the road.

Rajesh Manik Executive Vice President and Head of Human Resources & Communications // ING Best Case: Creating true employee partnerships Rajesh will explain how he managed to create employee partnership and commitment at ING India. In doing so, he will give insights into how to build a vision that involves the entire workforce and succeeds in aligning employee performance with organizational objectives. Learn through his case study how innovative people implement communications strategies.

Em ploy e e Com m u n ication s

Celin Huseby Head of Corporate and Government Affairs Australia & New Zealand // Mondelēz International Best Case: Horizontal leadership – Empowering Cultural Change How do we as communications professionals keep employees engaged when we can‘t guarantee a straight and narrow path in the future? And how do we encourage employees to buy into cultural change and help shape a progressive organization? Celin will share the importance of empowering employees not only vertically, but horizontally.

Cynthia Chan Head of Marketing Communications // BayerMaterial Science Best Case: Found in Translation – Cross cultural Communications during Change In processes of change, cultural differences and sensibilities are more important than ever and tend to be displayed more intensely. Cynthia will draw on her experiences with current organizational changes in multinational companies to explain how the intercultural differences can be successfully addressed in internal as well as external change communications.

C h a nge com mu n ication s

Jill Roche

Aniisu K Verghese

Director Internal Communications // World Vision Australia

Senior Manager Corporate Communications & CSR // Tesco HSC

Best Case: Partnering at all levels – Walking the fine line Successful internal communicators are able to walk the delicate line between speaking the language of leaders and being embedded in the broader organizational dialogue.

As a trusted partner communication leaders understand the strategic direction of their organization and are able to both challenge and support leaders, partner with peers and translating business priorities into meaningful messages and tactics that motivate and engage employees for action.

Best Case: In It Together – Communicating In A New World Order Communicating the organization’s narrative isn’t only the domain of the corporate communicator. In today’s inter-connected world every employee is responsible for public relations and the role of the communicator is to enable and support this engagement. How does one involve employees to participate in enhancing the value of communications? Aniisu shares perspectives and experiences that could transform how employees can be at the heart of your organization’s communication.

Corpor ate Cu ltu re

1.30 - 2.45 pm The Bigger Picture Session

he Bigger picture: Linking business strategy and communications Most leaders are aware that business and communications must work together to realize the best interest for the organization. Be inspired by the big-picture strategists, gain useful ideas for the establishing of direction, alignment and commitment as well as concrete execution of a communication plan for your own organization.

Tanuja Kehar Vice President, Corporate Communications // Unitech Limited Best Case: Brand communications in the digital world Media use and other communications are now moving at a phenomenal rate on mobile devices.

What impact does this have on addressing community engagement with social media platforms?

Tanuja‘s presentation will explore the ways in which companies and agencies have an opportunity to anchor the future in their strategy.

Donald Kanak Chairman // Prudential Corporation Asia Best Case: CSR 3.0: The Prudence Foundation’s journey Don will share his insights and experiences at Prudence Foundation, the charitable arm of Prudential in Asia, in building an effective CSR platform that not only responds to specific societal needs but creates shared value for business, stakeholders and communities.

James R. Wilkinson Senior Vice President, Head of International Corporate Affairs // Alibaba Group Best Case: Big Data - A revolution that changes our economy Much is written about Big Data, and why do professionals expect that not just individual companies and sectors but our whole economy to change? Where are the limits? James‘s presentation will provide some answers.

4.30 - 6.00 pm APACD General Meeting

8.00pm - 0.00 am Gala & Award Show

APACD General Meeting The APACD General Meeting represents the main decision-making body of the association. Taking place once a year, it provides members with an opportunity to review past developments and discuss further activities of APACD.

The Asia- Pacific Communications Award Gala Our award gala will be the glamorous highlight of the inaugural Asia-Pacific Communications Summit celebrating the finest communications work in Asia-Pacific. The gala ceremony will honour our 12 winners, showcasing excellence and the most innovative spirit within the communications function in the region.

The ceremony will be accompanied by a colourful entertainment program, networking dinner and party.

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Day

2 0 November

Asia-Pacific Communications Summit 2015

the communicator as

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.Content Captain .Dialogue Manager

8.00 - 9.00 am Doors open

9.o0 - 9.15 am Welcome to the 2nd Day

9.15 - 10.00 am Keynote

Keynote: Anticipating the future: The changing media landscape & how it effects communications Andrew will share profound lessons drawn from his experience with CNN’s venture into the social media space, which of course comes with both risk and reward. Discover tips for shaping your company’s identity on social media before social media shapes yours, while learning how listening is crucial to audience engagement.

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Andrew Demaria Vice President, Managing Editor, International & Executive Producer // CNN

The Communicator as Content Captain In this session, you will explore different social media strategies and storytelling methods that will help you to build an effective online communications plan and achieve engagement with real influencers. Master the digital age and reach the right people with the right messages, at the right time on the basis of models that predict consumer preferences.

Peko Wan Head of Public Relations & Communications Asia // Opera Software Edwin Shao Head Data Scientist //Asia Miles Best Case: How to predict consumer preferences Big data and data science is allowing us to understand our customers at an unprecedented detail. The most important thing communicators in the digital age should know is how to positively impact the customer experience and become more customer-responsive. Edwin will draw conclusions on how to use Big Data in order to make content more effective by reaching the right people with the right message at the right time. He will provide insight into how his team is applying that to emails and personalization.

Best Case: Sharing, engaging and measuring effectively in the online era Peko explores the critical need for a complete communications strategy to draw attention to your products and services in a highly-competitive and over-saturated market. To convince users to download apps developed by Opera Software, the company has established a strong online presence across Asia through a range of social media platforms.

Big Data

10.15 - 11.15 am Best Case Sessions on Content Captain

Ma. Yolanda C. Crisanto Senior Vice President for Corporate Communications & Spokesperson // Globe Telecom Best Case: Globe Telecom – From Challenger to Leader Moving away from a time when telecommunications companies were only seen as a public utility and the aim of the game was to stay out of the limelight, Yolanda describes Globe Telecom’s transition in communications to one built around the customer, a transition that occurred through overcoming competition, building trust and tuning into the digital world.

Grace Li Director of Communications Greater China Region // Evonik Industries

Best Case: Creating compelling content for a B2B Company in the digital era How to create compelling content for different stakeholders, keeping in mind the digitalization in communications and other social trends in China? Evonik Industries, a leading specialist chemicals company, has started to answer this question.

Digital Communications

Inge Wallage Communications & Engagement Director // International Water Association

Ali Bullock

Best Case: Great stories always engage people But what is a great story and how can we tell it? A great story is something you can connect to, rely on and share with your network and friends. Storytelling is fundamental in the digital age and different tools can escalate the creative process. Inge, engagement director at the International Water Association, will challenge you to find your story.

Best Case: Building a credible brand on social media through storytelling From starting in social media with a simple fan page on Facebook, to managing global accounts spanning countries and millions of interactions the fundamental lessons and mistakes are the same. Hear Ali Bullock, one of Asia‘s top social media experts take you through his most valuable insights into this every changing environment.

Social Media Ambassador // HandsOn Hong Kong

Storytelling

et wo rki n g

Summit App With the Summit App you will be able to check the program, create your own agenda of curated presentations, learn more about the speakers and most importantly, connect with your peers. You will be able to see other participants and directly connect with them via the App.

Social MEdia Lounge We will introduce the Social Media Lounge, enabling participants to share social media content for the exchange of ideas and thoughts on the summit, and of course to connect @ #apcs

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11.45 AM - 12.45 pm Best Case Sessions on Dialogue Manager

The Communicator as Dialogue Manager

In this session, you will learn about challenges and innovative approaches to public affairs, campaigning and community management. Gain insights into working with officials from the Asia-Pacific region and discover modern approaches to engaging influencers with your brand.

Moushumi Dutt Head of Corporate Communications // Philips India Group

Amandeep S Kaur

Best Case: Power of localising communications One size fits all PR approaches are seldom crowned with success. Instead, PR campaigns need to customize messages and context, because not only does the language of the audience change every few kilometres, but local nuances, too. In her presentation, Moushumi will go beyond just translations and focus on creating compelling communication campaigns that appeal to non-English consumers in India.

Head of Marketing & Communications // Myntra

Ca m pa igni n g

Best Case: How to create integrated & influential social media campaigns Is it smart to keep PR at the heart of social media and advertising the surrounded sound? Get to know the answer from Amandeep and be inspired by her case studies showing what proved to be right or wrong. Learn how to develop and implement successful launch campaigns that resonate with global consumers and stakeholders, while finally measuring the real effectiveness of your campaigns.

Martyn Broughton Director of Communications Hong Kong // Médecins Sans Frontières

Paul Edwards Head of Corporate Communications // ANZ

Best Case: Regional influence, local interest and the other drug problem How does a regional communications hub, like Hong Kong, reach out across South East Asia to gain the attention of opinion makers and policy makers on controversial issues? Part of MSF HK‘s remit is to do exactly that on behalf of its patients and medical workers around the world. The issue often at stake is how to make the best treatments and drugs available and affordable.

Best Case: Don’t Come to the Party Empty - Handed: Corporate Publishing & the New Era of Content & Conversation A snappy invitation is not enough for a successful party; there needs to be lively people, great catering – and conversation. The same applies in the digital world. It is compelling content, diverse contributors, the element of surprise – and using social media to driving conversation at scale. Paul explains why a major bank embraced quality journalism to engage with business audiences.

Co m m unity Man agemen t

Jaydip Chowdhury Head of Corporate Communications & Advocacy // Bilcare Limited Best Case: Navigating communications between “diffusive” and “normative” stakeholders Quite often in public affairs, you need to continuously engage with a dual set of stakeholders- who are ‘diffusive’ media and analyst on one side and ‘normative’ customers and policy makers on the other side. Navigating between these target audiences to build a long lasting relationships is often delicate and critical to the business, particularly during challenging times. Next is now in a generation of the “selfie“, where communication and its many contours can directly impact your business, bottom-line, as Jaydip will point out.

Fritz Quinn Vice President, International Public Affairs & Communications Greater China // American Express (tbc) Best Case: What it takes to build a Public & Government Affairs Plan in China Learn in Fritz´s presentation which public affairs tactics are working now and which government affairs method succeeds today in China. Fritz will share insights into how American Express builds sustainable and effective relationships with the company‘s most important stakeholders in China, while providing practical advice on how to go about developing a successful action plan.

Publ ic Affairs

7 Reasons to joi n

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NEW TRENDS: Discuss the future of communications with leading experts

NEW PERSPECTIVES: Learn from best cases of other companies and organizations

NEW TECHNIQUES: Equipe yourself with a new skill set

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Speed Networking Taken from the idea of speed dating, speed networking gives participants a chance to have quick, informal chats with a diverse range of professionals. Participants will take part in a series of three-minute “getting-to-knowyou” sessions, before moving on to a new colleague.

Speed networking is the perfect opportunity to exchange insights and get to know each other fast.

Participant Profiles The online participants’ profiles will allow you to connect with fellow attendees. Using the profiles, participants can get to know whom they will be cooperating with in the APCS working groups. These will bring you together with other professionals from your industry and keep you up to date on trends and current topics of discussion.

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NEW INSIGHTS: Learn how your business can take advantage of fresh perspectives

NEW CONTACTS: Network with peers from across the Asia-Pacific Region

NEW IDEAS: Inspire yourself with outstanding visionaries and out-of-the-box thinking

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NEW STRATEGIES: Let distinguished, global thought leaders demonstrate how to master the digital age

last but not least: benefit from a comfortable service that guarantees an unforgettable event

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12.45 - 1.30 pm Expert Panel Discussion

Expert Panel Discussion Drawing the Bigger Picture for the Next Era To mark our ambitious two-day journey with a highlight in the end, outstanding speakers from international corporations draw conclusions on the four discussed skills of communicators and how we can realize and foster the next era of communications and public affairs.

Thanks to our partners

Quadriga University of Applied Sciences is committed to modern, integrated management training and educates managers in communication and human resources management, as well as public affairs. www.en.quadriga.eu

01.30 - 2.30 pm Final Networking Lunch

Yo u r H o s t s

The APACD provides a peer-network for in-house communicators across Asia-Pacific to exchange and generates knowledge in order to tackle the challenges we share.

Find us on: www.apacd.com

Written for and by public relations and corporate communications heads, Communication Director is the official partner magazine of the APACD. More information: www.asia.communication-director.com

Yo u r APAC D T EAM Vanessa Eggert

Ruder Finn is a US$75 million global public relations consultancy with headquarters in New York and Beijing and offices in North America, Europe and Asia-Pacific.

Ruder Finn Asia’s key clients include amongst others Emirates, Jumeirah, Cartier, L’Oréal, and Hermès. www.ruderfinn.com

Head of Coordination Team Asia-Pacific Association of Communication Directors vanessa.eggert@apacd.com

Karolin Susanne Rist Program Coordinator karolin.rist@apacd.com

Dennis Schultz

VMA Group is the leading global provider of corporate and marketing communications recruitment covering both executive and mid-range roles. With a truly global reach, VMA Group has offices in Hong Kong, Singapore, UK, Mainland Europe, Africa and North America. www.vmagroup.com

Participant Management dennis.schultz@apacd.com

Helge Schlüter Partner Management helge.schlueter@apacd.com

Service Your different options for joining the Asia-Pacific Communications Summit 2015:

SUMMIT & GALA TIckET PLUS AccoMoDATIon // Access to all conference events & entrance to the Award Gala // Benefit from our exclusive APACD networking formats // Includes a two-night stay at the glamorous W HONG KONG overseeing the Hong Kong harbour skyline (and save over US$ 200 compared to individual booking) // Receive a copy of the Asia-Pacific Communication Monitor // Access to all presentations // Receive a certificate of participation

THE ALL- RoUnD cAREfREE DIAMonD PASS ExclusivEly for APAcD mEmbErs: PricE: us$ 2190 // AftEr 18.9.2015 us$ 2690

THE ALL- RoUnD cAREfREE PREMIUM PASS for APAcD NoN - mEmbErs PricE: us$ 2890 // AftEr 18.9.2015 us$ 3390

SUMMIT & GALA TIckET // Access to all conference events & entrance to the Award Gala Benefit from our exclusive APACD networking formats // Receive a copy of the Asia-Pacific Communication Monitor // Access to all presentations // Receive a certificate of participation

THE DIAMonD PASS ExclusivEly for APAcD mEmbErs: PricE: us$ 1490 // AftEr 18.9.2015 us$ 1990

THE PREMIUM SILvER PASS for APAcD NoN - mEmbErs PricE: us$ 2190 // AftEr 18.9.2015 us$ 2690

Y EARL E AT R D BIR

ter by Regis beR Ptem 18 Se 15 20 500! e US$ v a s &

rEgistEr Now At: www.coMMUnIcATIonS - SUMMIT.ASIA/REGISTER you cAN joiN thE APAcD As A mEmbEr & bENEfit from our DiscouNt - All iNfos At: www.APAcD.coM/BEcoME - MEMBER

Terms & CondiTions Discounted prices members of the Asia-Pacific Association of Communication directors (APACd) and individuals applying for APACd membership at the time of the registration receive a discount on the registration fee. The participant’s individual membership will be verified with the APACd. All discounted prices are valid only if the amount invoiced is received within the time stated on the invoice.

Filming and photography Please be aware that some of the sessions and events during the conference will be filmed and photographed. Participants who do not wish to be filmed or photographed should warn the organisation in advance. Films and photographs will be available at www.communication-summit.asia, and a link will be sent to all participants. Participants can request the removal of a picture or video segment in which they are portrayed at any given time.

Cancellation if a previous booking is cancelled and no replacement participant can be found, the following cancellation charges will be incurred: • Cancellation 31 days or more before the event takes place: no charge • Cancellation between 14 days and 31 days before the event takes place: 50% of total price • Cancellation less than 14 days before the event takes place: 100% of total price • Cancellations have to be made in a written form.

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

Place of jurisdiction: Berlin, Germany. organisation: Helios media GmbH, a global service provider for business communities and conferences