Ecs 17 issue

Over the past ten years the ECS established itself as the flagship event in the European communication landscape.

Let's take it to the next level!

engage — share — connect

Focus: Collaboration 29 & 30 June 2017 Brussels

We took the best of our past Summits, asked for your input, chose a relevant focus topic, invited more great speakers, added new session formats and transformed the gala into the European Communicators’ Night.

Enjoy!

Day One

Day Two

0915

0915

1300

2000

Welcome & Opening Keynote I ECA / Company & Non-Profit Organisation Break-out Session I Break-out Session II Lunch ECA / Young Communicator of the Year Main Session Break-out Session III ECA / Winner Presentation Ceremony Keynote II European Communicators’ Night

1245

1615

Welcome & Opening Keynote III Break-out Session IV Break-out Session V Lunch Break-out Session VI Media Roundtable Sum up

Every year Europe’s communications community travels to the European Communication Summit in Brussels to engage in inspiring discussions on the latest trends in strategic communications. In an open and positive atmosphere senior communicators share their experiences and work together with their peers to reach their mutual goal of advancing the communications profession. Especially in today’s divided world that kind of teamwork and interaction is essential to generate new ideas and foster progress.

That is why in 2017 the European Communication Summit will tackle the theme “Collaboration: engage, share, connect”. In an increasingly collaborative society with complex working environments and globally dispersed teams, resources need to be strategically shared to overcome obstacles together. What cultural and structural changes are required to create the right setting for successful teamwork? How can communicators promote cooperation? Which technologies empower people to engage and share their knowledge?

And what is the role of top executives in strengthening collaborative successes?

I am looking forward to exploring these issues together with 700 peers from across Europe and over 70 speakers in multiple session formats and from different perspectives. We will create new interactive and open spaces for knowledge exchange at the Square Meeting Center enabling us to celebrate collaborative culture during our two-day gathering in Brussels.

I invite you to explore the programme of this year’s European Communication Summit in detail over the following pages and look forward to seeing you in Brussels in June.

HERBERT

European Communication Summit

Invitation

Herbert Heitmann President, European Association of Communication Directors HEITMANN

President, European Association of Communication Directors

5

Programme Overview  Thursday 29 June 2017

08.30 — 09.15

Doors Open

09.15 — 09.30

Welcome by Herbert Heitmann, President, EACD

09.30 —— 10.15

Keynote

Cyriel Kortleven Global Speaker & Author

Ladders & Bananas 10.15 —— 10.45

European Communication Award (ECA) — Presentation of shortlisted projects / Company and Non-Profit Organisation

11.00 —— 12.00

Panel I Tech, Digital & Future World

Collaboration

New Perspectives of Communication

Expert Session

Overload of information – how

The BarCamp — Digital trans-

Games as an innovative tool

Visual communication:

Prevent a reputation

to innovate in digital communi-

formation and collaboration

and sandbox for 21st century

Managing and measuring

meltdown with effective

cation to get people’s attention

Exchange with your peers

collaboration

creative content

stakeholder engagement

Åsa Degermark

Rajiv V. Basaiawmoit

Ralph Tench

Caroline Sapriel

Ericsson AB

Aarhus University

Leeds Beckett University

CS&A International

Unlocking the power of

Ansgar Zerfass

collaboration to amplify your

University of Leipzig and

employer brand

BI Norwegian Business

Matija Varga

School Oslo

Training P a r a l l e l

Trends in Communications

Simultaneous Programme

Leadership

Social Media

ING Belgium

Coffee Break

12.30 —— 13.30

Panel II

Simultaneous Programme

Trends in Communications

Tech, Digital & Future World

Combining communication

What is the ideal leader?

Change your perspective

Discover your communication

and political lobbying to drive

Dirk Denoyelle

Nominees of the ECA /

strategy

your agenda – the need for a

LEGO® Certified

Young Communicator of

Bertrand Blaise

holistic approach

Professional

the Year Award

PSA Group

Collaboration

New Perspectives of Communication

Expert Session Measuring social media

Roger Strandahl

Uniper Energy Pathing the way in the public field: Five guidelines to modernising communications Franco Giacomozzi

Edmund Mach Foundation

6

13.30 —— 14.30

Lunch

14.30 —— 15.00

ECA — Presentation of shortlisted projects / Young Communicator of the Year

Training P a r a l l e l

12.00 —— 12.30

Leadership

Social Media

Collaboration in times of disruption

Expert Session Making digital transformation happen with your people and not to them Neil Barnett

Heathrow Jason Frank

MSLGROUP

Rajiv V. Basaiawmoit

Virginie Coulloudon

Aarhus University

Transparency International

Officer of the Republic

(August 2012—March 2017)

of Estonia

16.15 —— 17.15

Panel III

Trends in Communications

Groupe Renault

Former Chief Information

Simultaneous Programme

Tech, Digital & Future World

Collaboration

New Perspectives of Communication

Designing a smoke-free future

Ideas everywhere

International collaboration

Hero-centered storytelling

Tony Snyder

Cyriel Kortleven

Mark Byatt

Ana Adi

Philip Morris International

Global Speaker & Author

IFRS Foundation

Quadriga University

Pride as the holy grail

One-person team? Collabora-

Sander Haas

ting with non-communication

Asito

professionals on a comms

Training

Expert Session Première — Book launch and panel-discussion: Future Proof your brand Marc Cloosterman & Laurens Hoekstra

P a r a l l e l

Coffee Break

Taavi Kotka*

P a r a l l e l

15.45 —— 16.15

Heather Knox

European Communication Summit

Main Session

Leadership

Crisis

VIM Group

project

Shine like a diamond. The

Alexandrine Gauvin

4 C’s of effective collabo-

Council of European National

ration – content, channels,

Top Level Domain Registries

culture, and consumer James Brock

Addison Group

17.30 —— 18.00

ECA — Winner Presentation Ceremony

18.00 —— 18.30

Keynote

Building empathy and driving action: The power of a single story

Thursday 29 June 2017

15.00 —— 15.45

Melissa Fleming UNHCR

20.00

*tbc

European Communicators' Night

7

Programme Overview  Friday 30 June 2017

08.30 — 09.15

Doors Open

09.15 — 09.30

Welcome by Herbert Heitmann, President, EACD

09.30 —— 10.00

Keynote

Marcus East Marks and Spencer

Using innovative technology to tackle difficult social problems Panel IV

Trends in Communications

Simultaneous Programme

Tech, Digital & Future World

Collaboration

New Perspectives of Communication

Expert Session

Curiosity-driven content

Call for papers

What can you learn from

Using transparency to build

The top secrets of the

Kate Kahle

Apply and present your

collaborating on Mars?

trust and understanding

best speeches

CERN

own project

Angelo Vermeulen

Jill Forde

Luis Arroyo

NASA

Central Bank of Ireland

Asesores de Comunicación Pública

Trade's friends and foes – will they ever learn

Make big promises and big de-

Bernard Kuiten

mands — how the best leaders

World Trade Organization

positively engage their people

Training P a r a l l e l

10.15 —— 11.15

Leadership

Crisis

Sharon McKoy

Ministry of Defence UK

Coffee Break

11.45 —— 12.45

Panel V

Trends in Communications

Tech, Digital & Future World

Collaboration

New Perspectives of Communication

Expert Session

Successfully adopting a

Inspiring startups present

Discussion:

Dell and EMC —

Employees as

“newsroom” approach to

Bas Kohnke

Collaboration on the rise

the $67bn combination

communicators

engage your global employee

Impraise

Marcus East

James Gibb

Marks and Spencer

Dell EMC

Matthew Saltmarsh

Success through employee

UNHCR

engagement

base Tom Armitage

Bastian Unterberg

Mondelez International

jovoto

Integrated communications

Jeroen De Backer

Dominic Redfearn

Pridiktiv

DIAGEO

12.45 —— 13.45

8

Simultaneous Programme

Yasemin Guzeloglu Angelo Vermeulen

NASA

Lunch

Turkish Airlines

Training P a r a l l e l

11.15 —— 11.45

Social Media

Crisis

Panel

Simultaneous Programme

Trends in Communications

Tech, Digital & Future World

New Perspectives of Communication

Collaboration

We is the new I – Tieto’s collaborative,

My opinion is fact, your opinion

Collaboration at its best

Startup thinking – insights and lessons in

digital approach to launching a new strategy

is dangerous

Lisa Atherfold

digital communication and public affairs from

Nina Eklund

Caroline Sinders

Cisco

the Hillary Clinton campaign

Tieto

BuzzFeed/Eyebeam

Yussi Pick

Hillary Clinton campaign headquarters A model for modern communications Alex Aiken

UK Government

14.45 —— 15.15

Coffee Break

15.15 —— 16.15

Media Roundtable

Brexit, Trump and fake news – What’s next?

Matthew Karnitschnig

Peter Müller

Turner International

POLITICO

DER SPIEGEL

Kate Russell

Eleni Varvitsioti

BBC

KATHIMERINI Daily Newspaper

Sum up

Your benefits  

Network with 700+ communications professionals



Update your knowledge on brand management,

Learn what it takes to become a collaborator

Friday 30 June 2017

16.15 —— 16.45

Oliver Herrgesell

European Communication Summit

13.45 —— 14.45

internal communications, storytelling etc.



Get your hands on crisis, social media and leadership trainings



Dig deep into the topic of collaboration with our two-day focus-programme



Expand your network with colleagues from 25+ countries

9

Day One

0915

Programme

Welcome & Opening

Keynote I ECA / Company & Non-Profit Organisation Break-out Session I Break-out Session II 1330

Lunch

ECA / Young Communicator of the Year Main Session Break-out Session III ECA / Winner Presentation Ceremony Keynote II 2000

10

13

European Communicators’ Night

Keynote European Communication Summit

09.30 —— 10.15

Ladders & Bananas Cyriel Kortleven Global Speaker & Author Cyriel Kortleven is a sought-after speaker at conferences, events and internal leadership development meetings. His mission in life: delivering an inspiring boost the creative & entrepreneurial mindset of professionals in change. Through his playful and enthusiastic attitude to life, he creates an open and informal atmosphere — ideal for bigger events and conferences. Cyriel stimulates people to break their fixed-thinking patterns and inspires you to unleash your full potential.

Cyriel has already worked more than 15 years in the domain of creativity and innovation. He delivers keynotes all over the world and is on average around 100 days a year on the 'road' (or in a plane) — he has had already presented in 23 different countries

Thursday 29 June 2017

Everybody will agree that putting a ladder on top of a banana-peel is not the most efficient solution to avoid falling over the peel. But in most organisations, we have installed a lot of ladders — inefficient rules, systems, procedures, assumptions — due to uncertainty, lack of trust and fear of change.

But in times of disruptive change — and the world of communication is of course directly & indirectly linked to those changes — we need professionals with an agile mindset. We need people who can turn problems into opportunities. We need people who break their fixed thinking patterns and dare to go for GiGa dreams. We need people who explore the world from a different perspective.

We need people who get into action and who aren’t scared to fail fast, often and forward by applying NaNo actions.

You as a leader & communication professional can unleash this potential of your people. Discover how the 'Yes And Act’ mindset can be a survival kit for professionals in change. During this presentation you will get the spark, the words and tools to awaken this creative power.

in 5 different continents. He is also author of 4 books. And one of the 700 Certified Professional Speakers (CSP) in the world.

YES − Suspend your judgement. Believe.

AND − Explore alternative views. Imagine.

ACT − Get into action. Experiment.

11

European Communication Award (ECA)

The EACD is committed to futhering the evolution of our profession by recognizing innovative and creative projects. A representative of the three shortlisted teams from the categories "Company" & "Non-Profit Organisation" and the final three "Young Communicators of the Year" will pitch their projects on stage. A live vote by some 600 communication professionals will then identify the winner in each category.

COLLABORATION

Rajiv V. Basaiawmoit Head of Sci-Tech Innovation & Entrepreneurship,

Aarhus University

11.00 —— 12.00 Impulse

Games as an innovative tool and sandbox for 21st century collaboration

The importance of effective collaboration is increasing in a highly connected world. Multi-stakeholder collaboration is challenging and, like most skills, needs practice and perseverance over just communication. In games, even in very hyper-competitive ones, one can see surprising and novel ways of collaboration. Using examples from both digital and non-digital games, I will highlight the usage of games as a tool to learn, improve, and play with collaboration.

12

Åsa Degermark Head of Communications, GF Strategy and Technology, Ericsson AB

11.30 —— 12.00 Best Case

Unlocking the power of collaboration to amplify your employer brand

11. —— 11.

00

30

Best Case

Overload of information – how to innovate in digital communication to get people’s attention

In today’s world of work, employer branding has become a top priority for many leaders. Knowing what is setting you apart is one thing, how to consistently deliver your brand message is another. Collaboration is the key driver of impactful employer branding.

European Communication Summit

COLLABORATION

Changes and a spread-out audience are always a challenge for internal communicators. In parallel, our audience is drowning in information and it becomes harder and harder to get their attention. To reach our R&D community in 43 different sites around the world, we decided to go all in with a digital experience, but it also forced us to be innovative. This session will present how

Matija Varga Head of HR Communication & Employer Branding,

ING Belgium

we created a digital live experience with a satisfaction

11.00 —— 12.00 Expert Session

Prevent a reputation meltdown with effective stakeholder engagement Downplaying the issue and ignoring stakeholders’ perceptions will quickly turn a crisis into a complete reputation meltdown.

Thursday 29 June 2017

rate of 76%.

Only principled-based organisations with focused crisis leadership can we-

Caroline Sapriel Founder and Managing Partner, CS&A International

ather the storm and even emerge from it stronger.

Come and find out what it takes to be one of them.

13

Interactive

Training Learning in groups and sharing problems and solutions allows for a strong sense of community and helps improve your work performance. Challenge yourself in our trainings and get prepared for future challenges: Thursday, 11.00 —— 12.00

14

Thursday, 12.30 —— 13.30

Thursday, 11.00 —— 12.00

Thursday, 16.15 —— 17.15

Thursday, 16.15 —— 17.15

Thursday, 12.30 —— 13.30

Friday, 10.15 —— 11.15

Friday, 10.15 —— 11.15

Friday, 11.45 —— 12.45

Friday, 11.45 —— 12.45

Leadership

Social Media

Crisis

You’re good at managing your tasks and

You left Social Media to your younger

Haven’t faced a crisis yet and convinced

suddenly you're in charge of a team?

colleagues – not expecting it to become

this won’t happen? WRONG!

Learn what it takes to become a good lea-

this important?

Crises occur unexpectedly and once they

der, how to behave and which leadership

This is your chance! Learn the must-knows,

do it’s usually too late to plan the next

approach is right for the organisation you

find out which channels are relevant to your

steps. Join this training to learn the essen-

work in!

organization, set-up a strategy and measure

tials about prevention, handling and finally

the outcome.

regaining reputation.

Please note the sessions taking place multiple times allowing you to join them all.

T E C H, D I G I TAL & F UTU R E WO R LD

The BarCamp — Digital transformation and collaboration!

Are you facing challenges that you cannot overcome? Are collaboration and digitalisation inevitable to your department (or even your organization?) but you do not find a way to implement them?

European Communication Summit

11.00 —— 12.00

Use this opportunity to exchange with like-minded people and find solutions.

Imagine what an open format and open mind enable you and others to come up with!

13.00 —— 13.30

Roger Strandahl Director of Communications, Uniper Energy

Paving the way in the public field: Five guidelines to modernising communications

12.30 —— 13.00

There are a lot of ways to make communication in the

Best Case

communications at a research foundation specialising

Combining communication and political lobbying to drive our agenda – the need for a holistic approach

public field. For the last couple of years I’ve supervised in agrifood and environmental issues, which combines education, research and practical assistance in the field.

The challenge was: how to manage the Communication Strategy in a 143-year-old institution, inside a structure

Thursday 29 June 2017

Best Case

that offered differentiated products and services to multiple, diverse targets, which had decided to modernise its own approach with the hope of providing both innovative external and internal communication.

How did Uniper in Sweden combine political lobbying and peer cooperation with media pressure to drive a process leading to tax reliefs for the energy sector of 10 Billion SEK? Listen to a “behind the scenes” case on how the toolbox of Communication could be used in the widest sense

Franco Giacomozzi Communications Director, Edmund Mach Foundation

possible, and be combined with political and regulatory activities.

15

Bertrand Blaise Senior Vice President, Corporate Communications, PSA Group

12.30 —— 13.00 Best Case

Discover your communication strategy Bertrand Blaise will elaborate on communication strategy in the frame of globalization, based on his vast experience at PSA Group as well as at Renault and within the Renault-Nissan alliance. How to be efficient in a multicultural and real time communication? What is the strategy for success?

C O L L A B O R AT I O N

16

G PIN e SHEA utur TH f

12.30 —— 13.30 Interactive

What is the ideal leader?

“The only limit to what you can build with LEGO® bricks, is your imagination”. That is what they say. LEGO Certified Professional and LEGO Serious Play Coach Dirk Denoyelle claims the opposite: handling LEGO bricks triggers your imagination. In his session Dirk will prove that to us. Use the bricks, and ideas concerning good leadership will surface!

Dirk Denoyelle LEGO® Certified Professional Amazings

European Communication Summit

T E C H, D I G I TAL & F UTU R E WO R LD

COLLABORATION

Change your perspective Join the nominees of the ECA Young Communicator of the Year as they discuss their perspective on collaboration. Learn what challenges they face, which opportunities they see and how they want to

Thursday 29 June 2017

12.30 —— 13.30 Panel

change our profession for the better.

17

Field Trips Let´s leave the Square and get inspired

In its 11th edition the European Communication Summit invites you to visit various locations throughout the city. Join our tours as we visit start-ups, museums, co-working spaces and innovation hubs to show you the future of collaboration, creative workspaces and outline why even museums rely on collaboration.

Thursday, 11.00 — 12.00 Learn about intercultural collaboration.

ECS Friday, 11.00 — 12.00 Learn how to create the perfect environment for collaboration.

Learn more about collaboration in art.

18

15.00 —— 15.45

Collaboration in times of disruption

COLLABORATION

Rajiv V. Basaiawmoit

Virginie Coulloudon

Heather Knox

Taavi Kotka*

Head of Sci-Tech Innovation

Transparency International

VP External

Former Chief Information

& Entrepreneurship,

(August 2012-March 2017)

Communications

Officer of the Republic of

Aarhus University

and Global Communica-

Groupe Renault

Estonia

tions Executive

15.00 —— 15.45 Expert Session

Making digital transformation happen with your people and not to them MSLGROUP UK and Heathrow will provide you with an insight into how to maximise your chances of success with digital workplace transformation projects, by putting human beings at the heart of the process from start to finish.

Neil Barnett

Jason Frank

Senior Digital

Joint CEO, UK,

Communications Manager,

MSLGROUP

Thursday 29 June 2017

*tbc

Collaboration is based on openness and knowledge sharing, while demanding a high level of accountability from within the organisation.

But: Does anyone collaborate with a potential disruptor and how can established organisations anticipate threats? What is the political view on collaboration and how to initiate collaboration as an NGO? Learn about the theoretical perspective as well as first hand insights from various speakers.

European Communication Summit

Main Session

Heathrow

19

Tony Snyder Vice President Communications, Philip Morris International Marc Cloosterman CEO, VIM Group

16.15 —— 16.45 Best Case

Designing a smoke-free future

16.15 —— 17.15

Laurens Hoekstra CCO / Managing Partner, VIM Group

Expert Session

times you can always choose to do

Première — Book launch and panel-discussion: Future Proof your brand

nothing. Instead, we’ve set a new course

The book is written for C-level audience to create an over-

for the company. We’ve chosen to do

view of considerations and processes on how to improve

something really big.

asset, its brand. When updating or changing a brand, the

Communicating change: In changing

and change an organisation’s most valuable intangible natural mindset of people is to think brand strategy and

This year, PMI launched its manifesto ‘Designing a Smo-

creative, whereas if design is art, implementation is key.

ke-Free Future’. We’re building a future on smoke-free

Predominantly this stems from the believe that truly mana-

products that are a much better choice than cigarette

ging brand as an asset, is the basis for future success of

smoking. Our vision is that these products will one day

organisations. Synopsis by the authors Marc Cloosterman

replace cigarettes. After a decade of investment culmi-

and Laurens Hoekstra, plus panel-discussion. Laurens and

nating in the launch of a new portfolio of smokeless pro-

Marc are founders of VIM Group — the leading brand imple-

ducts, the change in company direction and promise to

mentation and management company.

shareholders has set a new tone for the tobacco industry – and an exciting new era for PMI’s Communications.

Sander Haas Internal Communication Manager, Asito

16.45 —— 17.15 Best Case

Pride as the holy grail

16. —— 17.

15

15

Expert Session

Shine like a diamond.

The 4 C’s of effective collaboration – content, channels, culture, and consumer Want to know how best to create a steady

Pride among employees is an intangible asset. Being proud assures that employees do their job with a smile and that they talk positively about their job and their employer. Therefore, internal pride is also external communications. How do you make cleaning staff proud of their job and the company they work for? At Asito, they found a way. This Dutch cleaning company made internal pride among their 10,000 employees their main source of Public Relations.

20

COLLABORATION

stream of relevant and engaging content?

Interested to find out how to measure the impact of your efforts? Curious to find out how to get the rest of the company on board? Join us as we explore practical ways to help polish your communications through the 4 C’s – content, channels, culture and consumer.

James Brock Executive Director, Addison Group

16.15 —— 17.45 Global Speaker & Author

Interactive

Ideas everywhere During this very interactive 90-minute session, keynote speaker Cyriel Kortleven will take you on a creative quest. We will be working in small subgroups around two concrete challenges that are relevant in your role as a Communication Director. We will explore the creative process to generate hundreds of ideas to solve these actual challenges. You will get at least three creativity methods that you can apply with your own team if you're stuck in fixed thinking patterns. We will interview several Communication Directors in advance to make a shortlist of their biggest challenges and select the two most relevant ones for this session.

Allow yourself a creative boost and go home with a lot of relevant ideas. Ready?

Set? Brainstorm!

16.45 —— 17.15 Mark Byatt Director of External Affairs, IFRS Foundation

16.15 —— 16.45 Best Case

COLLABORATION

Best Case

One-person team?

Collaborating with non-communication professionals on a comms project

International collaboration

In many European associations, secretariats consist of

What does it take to develop standards for global finance? How

there’s a single communication person in the room,

do you convince more than 100 countries to adopt your standards, and not to make local changes? And how do you ensure that all countries, from the largest to the smallest, have their say and feel heard? IFRS is one of the most successful examples of collaboration in global financial regulation and international standard-setting. Find out more during the presentation.

small teams and most of them only have one person dedicated to communication work. Does that mean that or that it’s the role of that professional to tap into the comms potential of its team members to achieve com-

Thursday 29 June 2017

Cyriel Kortleven

European Communication Summit

G PIN e SHEA utur TH f

T E C H, D I G I TAL & F UTU R E WO R LD

mon goals? In this (familiar) case study of revamping our website, I will explain how CENTR managed to form an efficient team spirit to successfully launch a new website and corporate identity.

Alexandrine Gauvin Communications Manager, Council of European National Top Level Domain Registries

21

Theoretical framework 11.00 —— 12.00 Impulse

Visual communication: Managing and measuring creative content We live in a visual world. Corporate communications can leverage the power of web videos, streaming content, shared images and other media for colloborative and persuasive means. Social media platforms like Instagram, YouTube, Pinterest as well as Facebook, corporate websites and intranets offer opportunities and challenges. This session combines best practices with research-based insights on the status quo of managing

Ralph Tench

Ansgar Zerfass

and measuring visual communication. Best-practices

Professor,

Professor,

from a leading European company will be presented as

Leeds Beckett

University of Leipzig

well as their approach to monitor issues on owned and

University

and BI Norwegian

shared video content related to their brand with monito-

Business School Oslo

ring tools. This allows the commmunication department to align their own content to current trends. The European Communication Monitor 2017 has explored the strategic relevance, managing processes, and competencies for using visual elements in strategic communication. The session will present key results of the study, based on a survey of several thousand communication professionals across Europe. A panel discussion and

16. —— 17.

15

15

Q&A will allow participants to share their experiences and questions.

Best Case

Hero-centered storytelling In the times of alternative facts and post-truth, organisations need to find authentic ways to continue to tell the story of their journeys and of their teams. Drawing upon Dr. Adi’s research, this talk highlights the elements of hero-centered storytelling, provides some tips on how to create memorable and appealing narratives and discusses how these principles can be applied to strategic communication.

22

Ana Adi Head of the Department of Corporate Communications, Quadriga University

Keynote

Melissa Fleming Chief Spokesperson/Head of Communications, UNHCR As Head of Communications and Chief Spokesperson for the United Nations High Commissioner for Refugees (UNHCR), Melissa Fleming leads all communications efforts around the globe. Operating in 120 countries, UNHCR provides shelter and help for over 30 million people who have fled wars and persecution.

In her role, Ms Fleming has introduced strategic communication planning designed to have more impact on varied audiences, which include media, donors, governments and refugees themselves. She is also lea-

Melissa Fleming, Head of Communications for the United Nations High Commissioner for Refugees (UNHCR) reveals how the single story of Doaa evolved from a web story to a TED talk to an internationally published book to a future Hollywood film and has moved viewers and readers to help refugees.

ding a rebranding project for UNHCR, and is launching a new digital platform for interactive engagement and individual giving.

She joined UNHCR from the International Atomic Energy Agency (IAEA), where she served for eight years as Spokesperson and Head of Public Information during the period the organisation made headlines for

Thursday 29 June 2017

Building empathy and driving action: The power of a single story

European Communication Summit

18.00 —— 18.30

its inspection work in Iraq, Iran and North Korea and won the Nobel Peace Prize in 2005.

Prior to IAEA, she headed the Press and Information team at the Organisation for Security and Cooperation in Europe and as a Public Affairs Specialist at Radio Free Europe/Radio Liberty.

23

European Communicators’ Night The festive networking evening at Hôtel de la Poste has always been a highlight of the ECS. This year we’re transforming our traditional award gala into an interactive networking evening where you can meet old friends and make new contacts.

24

European Communicators' Night

tors (EACD) invites you to join us for an engaging, fun and entertaining evening at Hôtel de la Poste.

True to the ECS motto “collaboration: engage – share – connect” we want to create an evening that brings people together, a creative night out not only for you but together with you.

Reflecting on new insights and learnings from the day, this evening is designed for you to mingle, network, exchange views and end your day in a relaxed setting.

We don’t want to give away too much but you can

Thursday 29 June 2017

The European Association of Communication Direc-

expect live performances, game stations, great music and of course excellent food & refreshing drinks.

Join the fun and let us set the tone for day two of the ECS together.

25

Meet your host: The European Association of Communication Directors Our key initiatives in 2017

Mentoring Last year EACD launched an annual mentoring programme that offers talented junior and mid-career communication professionals a year-long mentoring relationship with selected senior EACD members. The second cycle of the programme will kick-off during the ECS. European Communication Award Each year the EACD presents the European Communication Award celebrating outstanding communications achievements. We are happy to welcome our award nominees to the ECS and to honour the “Communications Team of the Year” in the categories “Company” and “Non-Profit Organisation” as well as our “Young Communicator of the Year”. You can submit your successful communications project until 30 April.  http://eca.eacd-online.eu EACD Debate Series

With over 2,200 members from across Europe, the European Association of Communication Directors (EACD) is the leading network for

After a successful series of anniversary events in 2016, we are happy to host even more large-scale events.

We are inviting all members and interested peers to our EACD Debate Series which will take place in

international in-house communicators. Our

major European cities. Travel with us to Copenhagen,

mission is to attract, inspire and engage current

Munich, or Madrid to discuss our 2017 focus themes

and future communication leaders to drive excellence in our profession. Recognising the

Europe, trust, authenticity, personalisation of communications, and digitalisation.

growing importance of communications, we offer professionals a platform to connect, deepen

Communication Director magazine and EACD blog

their expertise, share best practice, establish

By encouraging our community to share their insights

and promote relevant standards. We look

and best cases, we make sure you stay up-to-date

forward to meeting you in Brussels in June and are happy to welcome you to our community of

24

communicators.

on the latest trends and developments in strategic communications. Take a look at our magazine and blog to get inspired by your peers or contribute your knowledge for mutual learning.

The EACD is happy to invite you to its fourth annual EACD Kick-Off Day, which takes place on Wednesday, June 28th at the Square Meeting Center in Brussels.

We hope to see you at our events to warm-up for two

Connect with us online: www.eacd-online.eu

exciting Summit days!

Twitter:

of our relaunched working groups. Members and other

@eacdonline

Summit participants are invited to actively engage in

During the afternoon, we will host the first sessions

workshops addressing recent challenges and develop-

Facebook: www.facebook.com/eacd.online

European Communication Summit

Kick-Off Day Wednesday June 28th 2017

ments of specific areas of communications such as corporate citizenship and digital communications.

LinkedIn:

After the workshop sessions all EACD members are

www.linkedin.com/company/european-

invited to join the annual General Assembly where we

association-of-communication-directors

reflect on our association’s activities.

In the evening our traditional networking reception

will give you the opportunity to meet fellow members and other interested peers from the communications

Agenda 1500 1530 1530

industry.

Welcome & Registration EACD Working Group Meetings Business break & registration for the General Assembly

1800

EACD General Assembly (open to EACD members) Welcome by the EACD President Report of the EACD Board Report of the Regional Coordinators & Working Group leads Financial Report Discussion and Formal Approval Any other business

2000

Networking reception & drinks

25

Day Two

0915

Programme

Welcome & Opening

Keynote III Break-out Session IV Break-out Session V 1245

Lunch

Break-out Session VI Media Roundtable 1615

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Sum up

Keynote

Using innovative technology to tackle difficult social problems

European Communication Summit

COLLABORATION

Marcus East Global Digital Director Marks and Spencer Marcus East is a dynamic business executive with over 20 years of experience of working with major brands around the world, helping them to harness the power of consumer-facing technology.

His extensive experience includes time in both startups and corporations, including six years at IBM and four years at Apple, much of which was spent in Silicon Valley.

At Apple he led eCommerce solutions delivery for their worldwide online business, and also drove the adoption of Agile.

He returned to the UK at the start of 2016

Can collaboration resolve the problems communicators are facing these days or will it be just another approach that does not work? Based on his 20+ year experience in IT and digital transformation Marcus will outline how technology might help and teach you why collaboration is more than nice-to-have.

to work for major retailer Marks and Spencer as Global Digital Director, and is responsible for running the M&S.com online business, and also for driving the compa-

Friday 30 June 2017

09.30 —— 10.00

ny’s digital transformation.

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Kate Kahle Head of Editorial Content Development, CERN

10.15 —— 10.45 Best Case

Curiosity-driven content What content is most engaging? Why? What can we learn from it? Surrounded by curiosity-driven research at CERN, Kate will show how the same curiosity has helped develop editorial content. See how findings from a scientific study into how people reacted to CERN social media has helped to shape and adapt CERN content.

Useful tips for digital practitioners on crafting content and improving engagement.

Jill Forde Head of Communications, Central Bank of Ireland

10.45 —— 11.15 Best Case

Make big promises and big demands - how the best leaders positively engage their people How do the best leaders achieve high levels of employee engagement which positively impacts their business performance? Sharon shares the findings of the case study she led into the drivers of high employee engagement across teams in the UK Civil Service which she

10.15 —— 10.45

compares with the successful engagement behaviours

Best Case

voted by their staff as the best companies to work.

Using transparency to build trust and understanding The financial crisis in Ireland had a profound impact on the way the central bank supervises and safeguards financial stability. Jill Forde — Head of Communications at the Central Bank of Ireland will speak about communicating new mortgage lending measures introduced to safeguard stability for homeowners, the challenges facing consumers after the crisis, and how the central bank communications team are using transparency to build public trust and acceptance.

30

of leaders of high performing UK companies who were

Sharon McKoy Head of Internal Communications at Department for Business, Innovation and Skills, Ministry of Defence UK

10.45 —— 11.15

Trade's friends and foes – will they ever learn The World Trade Organization has always faced a diverse and often unpredictable audience. From business suits to people dressed up as turtles, everyone had a view, not to say strong opinion on international trade matters. Over time, the tone and nature of the public debate changed. Where it used to be slogan-driven, one-sided and polarised, it became more in-depth and respectful. Why was that and what lead to this change at the multilateral level? And why is history is repeating itself, but for different reasons? Can we learn from the past on how to react to the current debate on trade and bring society on board and move beyond headlines?

Bernard Kuiten Head of External Relations, World Trade Organization

European Communication Summit

Best Case

COLLABORATION

10.15 —— 11.15

Angelo Vermeulen Crew Commander, NASA

What can you learn from collaborating on Mars?

Angelo is a space systems researcher, biologist and community artist. Not only did he initiate SEAD, a global network of artists, scientists, engineers and activists, but he was also Crew Commander of the NASA-funded HI-SEAS Mars simulation in Hawaii. Learn what six ‘astronauts’ discovered during their four-month Mars mission

Friday 30 June 2017

Impulse

about the importance of collaboration, and how to apply this to your daily work.

31

10.15 —— 11.15 Expert Session

The top secrets of the best speeches You might not know it, because the use of the speech teleprompter has been until now reserved to the political, social and economic world elite, but making an

Luis Arroyo President, Asesores de Comunicación Pública

impressive speech is now very easy for anyone. We will show the five killer techniques in contemporary oratory and unveil the secrets of speech reading.

T E C H, D I G I TAL & F UTU R E WO R LD

11.45 —— 12.45

Inspiring startups Impraise, jovoto and Pridiktiv provide tools, which shape the future and promote good collaboration. Discover our startups and be encouraged by their stories.

32

Jeroen De Backer

Bas Kohnke

Bastian Unterberg

Founder and CEO,

CEO,

Founder and CEO,

Pridiktiv

Impraise

jovoto

Marcus East

Matthew Saltmarsh

Angelo Vermeulen

Global Digital Director,

Senior Communications Officer,

Crew Commander,

Marks and Spencer

UNHCR

NASA

11. —— 12.

45

45

Panel

Collaboration on the rise What cultural and structural changes are required to create the perfect setting for collaboration? How can communicators promote collaboration within their organisation? Which technologies empower people to engage and share their

European Communication Summit

COLLABORATION

knowledge? And what happens when collaboration becomes excessive? Join this panel as we plunge deeper into the matter.

12.15 —— 12.45 Best Case

Integrated communications

11.45 —— 12.15

How to combine corporate communications and mar-

Best Case

ders and truly measure performance.

Successfully adopting a “newsroom” approach to engage your global employee base As a way of organising communications departments, integrating channels and driving more engaging storytelling, the Newsroom can be a powerful and strategic approach for communicators to adopt. With examples

keting techniques to build reputation, engage stakeholIn his session, Dominic Redfearn, Global Brand and Communications Director at DIAGEO, will tell us more about his strategy and how Diageo uses content, channels and stakeholder measurement to engage.

Friday 30 June 2017

Tom Armitage Regional CGA Director, Europe, Mondelez International

Dominic Redfearn Global Brand and Communications Director, DIAGEO

from Mondelez International’s global implementation, this presentation delivers learnings on how the strategy can be translated into measurable results.

33

12.15 —— 12.45

James Gibb EMEA Communications Director, Dell EMC

Best Case

Success through employee engagement In her session, Yasemin Guzeloglu will elaborate on internal communications, based on her vast experience at Turkish Airlines as well as in the tourism, leisure and hospitality sec-

11.45 —— 12.15

tors. She will outline the importance of employee commu-

Best Case

airline. Learn what factors drive employee engagement and

nications that maintains the success of the award-winning how her teams keeps satisfaction up.

Dell and EMC — the $67bn combination Synopsis: A best-practice case study of the historic combination of Dell and EMC, the world’s largest technology acquisition. James Gibb, Communications Director for Dell EMC, looks at how Dell Technologies harnessed the power of communication to overco-

Yasemin Guzeloglu Interactive MarCom Manager, Turkish Airline

me the significant hurdles of such a vast combination of people, products, culture and history to create one of the most formidable technology companies today.

G PIN e SHEA utur TH f

T E C H , D I G I TAL & F U TU R E WO R LD

13.45 —— 14.45 Impulse

My opinion is fact, Your opinion is dangerous What are the lines between harassment and political protest? A summary of a series of ethnographic and data visualisation work on how the alt-right, fake news, and filter bubbles affect the notions of online harassment within social networks, and are changing the political scape as well as media.

Caroline Sinders Open Lab Fellow,

BuzzFeed/Eyebeam

34

Collaborative projects – Your approach Which collaborative projects did you initiate? Which collaborative challenges did you overcome? Which tools did you use? Have you worked on a related project and are proud of what you achieved? Send us your paper to secure your chance to present at the European Communication Summit 2017 and win tickets for 2018!

European Communication Summit

Call for papers

1. Your Name – Position – Company 2. Project Title – Time Frame – Outline – Outcome (given it’s finished) Feel free to include video, PPT or any other related content to increase your chance of convincing our judges.

The best three will battle in 20 minutes sessions to become the European Communications Collaborator. Papers selected will be allocated a 20 minute slot for their presentation.

Friday 30 June 2017

E-mail a one-page PDF to Julia (julia.wietreck@communication-summit.eu) providing:

We look forward to receiving your ideas until 31 May 2017.

35

COLLABORATION

14.15 —— 14.45 Nina Eklund Head of Employee Communications & Engagement, Tieto

13.45 —— 14.15

Best Case

A model for modern communications This session will look at how the UK Government Communications Service has learned from its experience of

Best Case

domestic and international campaigns to develop a new

We is the new I – Tieto’s collaborative, digital approach to launching a new strategy

model for communication practice covering marketing, internal communication and public relations.

When Tieto renewed its strategy, the team developed

Alex Aiken Executive Director of Government Communications Prime Minister‘s Office and Cabinet Office, UK Government

an approach that not only engaged employees in dialogue on multiple levels, but also demonstrated the company's new way of working launched as part of the strategy – with an emphasis on openness, co-innovation and partnerships. Their approach has paid off, with a marked improvement in strategic alignment, trust in the future and confidence in leadership.

COLLABORATION

13.45 —— 14.15 Best Case

Collaboration at its best Cisco is the worldwide leader in IT and networking. The company helps organisations of all sizes transform how people connect, communicate and collaborate. But how does the company engage their employees to connect, communicate and collaborate? Lisa Atherfold, Director of Communications for EMEAR at Cisco tells us more in her speech.

Lisa Atherfold Director of Communications for EMEAR, Cisco

36

Impulse

Startup thinking – insights and lessons in digital communication and public affairs from the Hillary Clinton campaign Yussi Pick was the only European who worked in the digital organising team at the Hillary Clinton campaign headquarters.

The digital organising team was responsible for online campaigns as well as for the recruitment of volunteers. In his speech he shares

Yussi Pick

what European companies and organisations can learn concerning

Online Campaigner,

digital communication and public affairs.

European Communication Summit

13.45 —— 14.45

Hillary Clinton

Friday 30 June 2017

Campaign headquarters

37

15.15 —— 16.15 Media Roundtable

Brexit, Trump and fake news – What’s next?

Four leading European journalists discuss recent political developments

Oliver Herrgesell SVP Communications, International, Turner International

Over the past 12 months a lot has happened in the European Union or even globally that affected Europe, its politics and of course you – the people.

Join Oliver Herrgesell, SVP of Communications, Turner International and representatives from BBC, DER SPIEGEL, KATHIMERINI Daily Newspaper and POLITICO for thought-provoking discussion.

Matthew Karnitschnig Chief Europe Correspondent, POLITICO

Peter Müller EU Correspondent, DER SPIEGEL

38

Kate Russell Tech Reporter, BBC

Eleni Varvitsioti EU Correspondent, KATHIMERINI Daily Newspaper

Around the world, the people who make up Burson-Marsteller are committed to helping our clients succeed in Being More.

Our commitment is driven by our belief that the most successful organisations are guided by a clear sense of purpose – a distinct and powerful world view that shapes their business, guides their actions and ultimately determines their reputation and success.  www.bm.com

CS&A International is a risk, crisis and business continuity management firm specializing in crisis anticipation, detection, prevention and mitigation.

CS&A International is devoted to the mission of helping its clients continuously enhance their crisis resilience by delivering customized best practice solutions and services.

Founded over 25 years ago, CS&A operates globally from key geographic locations in Europe, Asia and North America.  csa-crisis.com

What underpins successful companies is their people. It’s no surprise that research report after research report continues to show that the attraction and retention of the very best professionals continues to be the main contributing factor to healthy businesses.

At DeVelde International, we believe in going the extra mile to secure your success. And we understand that ensuring future success is more than simply appointing the right talent; it’s also about building the right teams and establishing a virtual bench.  www.develdeinternational.com

FTI Consulting, Inc. is a global business advisory firm dedicated to helping organizations manage change, mitigate risk and resolve disputes: financial, legal, operational, political & regulatory, reputational and transactional. With more than 4,600 employees located in 29 countries, FTI Consulting professionals work closely with clients to anticipate, illuminate and overcome complex business challenges and make the most of opportunities. For more information, connect with us on Twitter (@FTIConsulting), Facebook and LinkedIn or visit  www.fticonsulting.com

MSLGROUP is one of the world’s leading creative communications and engagement agencies, with 3,500 experts in X countries. Our work changes consumer, corporate and employee audience perceptions and behaviour across diverse sectors, from start-ups to the world’s biggest organisations. In 2016 we were the most awarded global communications network.  www.mslgroup.co.uk

ReputationInc is a leading reputation management consultancy enabling organisations to leverage their reputation for superior performance. With an insights led approach, senior experts deliver bespoke client solutions driving proven reputation and organisational success. Headquartered in London and with offices in New York, Oslo, Dublin with a global network of expert associates, it offers services in reputation insight, strategy, governance, capability and stakeholder engagement.  www.reputation-inc.com

VIM Group ensures brands are consistently delivered around the world. As the category’s founder we bring unrivalled and independent experience and knowledge.

Implementation of your brand properties across all touch points, both digital and on the ground, is our business. We also offer project management, brand management and advice on creative partnerships giving you a comprehensive choice of services to successfully deliver your brand promise.  www.vim-group.com

Buzzcapture is an international award-winning reputation management agency based in Amsterdam. Buzzcapture monitors and analyses online news, social media and offline channels such as RTV and print media. In doing so, we support various departments that want structural insight into relevant communications from customers about the brand, product or company in order to manage their reputation. The SaaS products we provide are the Brand Monitor (online reputation management dashboard) and Social Inbox (social CRM for webcare teams).  www.buzzcapture.com

ePressPack create bespoke multi-channel communication platforms enhancing how companies publish, manage and distribute content (text, images, videos, infographics etc.) for stakeholder audiences whether via an online newsroom, digital press kit, HTML emails, newsletters etc. With over 250 clients such as Accor, Louis Vuitton, AstraZeneca, Christian Aid, Pernod, Skoda, Swarowski, L’Oreal our clients are experiencing an increase in media and social media engagement and interaction.  www.epresspack.com

Leidar is an international advocacy and communications consultancy that helps clients set their course, navigate and communicate effectively. As a full service consultancy we work with clients both on local and global levels, with offices in Geneva, London, Oslo and Brussels.

LEADERSHIP NAVIGATIONTM  www.leidar.com

CARMA is a global leader in media intelligence: from stakeholder analysis to message resonance, CARMA uses a renowned methodology that rigorously analyses social and traditional data from the 43 countries in which it operates. The company combines advanced automated services with sector experts and human insights to provide its clients with actionable insights that help shape successful decision making.  www.carma.com

European Communication Summit

Addison Group is a leading London-based communication consultancy and creative agency, which is part of the WPP Group.

We help our broad, cross-sector client base create compelling, effective communications that build reputational value.

We’ve been in business for over 37 years and currently work with more than 50 major companies in the UK and Europe.  www.addison-group.net

FleishmanHillard specializes in public relations, reputation management, public affairs, brand marketing, digital strategy, social engagement and content strategy.

FleishmanHillard was named PRWeek’s 2014 Global Agency of the Year and 2014 Asia Pacific Network of the Year, and among PRWeek’s 2013 “Best Places to Work.” FleishmanHillard is part of Omnicom Public Relations Group, and has more than 85 offices in 30 countries, plus affiliates in 43 countries.  www.fleishmanhillard.com

Prompter-in-a-box dramatically enhances the experience of delivering a speech for corporate, social and political leaders, and its reception by audiences. The new portable (22 kg.), ready and easy to use prompter makes it extremely easy to read with your head held hight. Take it anywhere in its carry-on case, plug it to your tablet, and impress your audiences.  prompterinabox.com

Friday 30 June 2017

Partners

The European Communication Summit is hosted by the European Association of Communication Directors, Communication Director Magazine and Quadriga.

The hosts gratefully thank the following partners for their support:

39

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

Square Square Brussels Meeting Centre Rue Mont des Arts B-1000 Brussels

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.eu, and a link will be sent to all participants. Participants can request the removal of a picture or video segment in which they are portrayed at any given time.

CANCELLATION If a previous booking is cancelled and no replacement participant can be found, the following cancellation charges will be ­incurred:

Hôtel de la Poste

* Cancellation until May 4th 2017: 100€ + VAT service fee * Cancellation after May 4th 2017: 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.

Hôtel de la Poste Rue Picard 7 B-1000 Brussels

Place of jurisdiction: Berlin, Germany.

Organisation: Quadriga Media GmbH

Contact

Tickets Young Communicators Ticket (born after 01.07.1986) 690 €* Helge Schlüter Partnership Coordinator

Dennis Schultz Participants Management

julia.wietreck@

helge.schlueter@

dennis.schultz@

communication-summit.eu

communication-summit.eu

quadriga.eu

Pia Langmann EACD Coordination Team

Julia Wietreck Project Coordinator

pia.langmann@ eacd-online.eu

Early Bird Ticket available until May 19th EACD members: 990 €* Non-members: 1690 €* Full Price Ticket

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

40

Planning your stay?

Find hotel recommendations on our website: www.communication-summit.eu

EACD members: 1090 €* Non-members: 1990 €*

NGO/Group Tickets Please contact Dennis Schultz (dennis.schultz@quadriga.eu) for a special offer

REGISTER NOW info@communication-summit.eu

I am/would like to become a full member of the European Association of Communication Directors (membership fee 190 Euro** per year). EACD Early Bird fee: 990 EUR* I work as a Communication Director, Communication/PR Manager or Spokesperson for a company, association, or in the field of politics. I am not a member of the European Association of Communication Directors and do not wish to apply for membership this time. Non-member Early Bird fee: 1690 EUR* I work as a Communication Director, Communication/PR Manager or Spokesperson for a company, association, or in the field of politics. I am under 31 years old (born after 01.07.1986) and am therefore eligible for a discount. Young Communicators fee: 690 EUR* (Please bring a valid passport with you.)

I will not be able to attend the European Communication Summit 2017.

I will not be able to attend the European Communication Summit 2017 but I would like to become a full member of the European Association of Communication Directors (annual membership fee: 190 Euro**) and hereby officially apply for membership.

PLEASE FILL IN (all fields are mandatory )

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City

Country VAT Number Office telephone URL of the employer HOME ADDRESS

Street Postcode

City

Country BILLING ADDRESS

Office

Home

DATE

SIGNATURE

* Included in the participant’s fee is access to all parts of the conference programme as well as to the evening reception “European Communicators' Night”. Prices do not include VAT. ** excl. VAT; please see conditions of membership on www.eacd-online.eu; please note that the annual membership fee of 190 EUR is not included in the conference fee of 990 EUR.

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

www.communication-summit.eu

COMMUNICATION DIRECTOR the mag az ine for corp o r a t e co m m un i ca t i o n s a n d p ub li c r e la t i o n s

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