ecs

Jackie Brock-Doyle LOCOG

Aimée Dubrule Bacardi-Martini B.V.

Marie-Gabrielly Cajoly Addax Pertroleum

Régine Coqueran-Gelin Alcatel-Lucent

Tracy Corrigan Wall Street Journal Europe

Melissa Fleming UNHCR

Laurent Freixe Nestlé

Pierre Goad HSBC Bank

Herbert Heitmann EACD

Anthony Gooch Galvez OECD

JUNE 27 & 28, 2013 BRUSSELS R E G I S T E R N OW Inge Wallage Greenpeace

Hans Koeleman KPN Royal Dutch Telecom

Bernard Kuiten World Trade Organisation

Melissa Lamson Lamson Consulting LLC

Marie Terese Letorney Ask Your Voice

Judith Magyar SAP

Andre Manning Philips

Ian McNairn IBM

Stacey Minton Celgene International

Thierry Nicolet Schneider Electric France

Margaret O’Donnell British Red Cross

Marc Pfitzer FSG

To p i c s i n c l u d e : Change Communication Reputation Management Communication Strategy Public Affairs Internal Communication Social Media & Online Communication Crisis Communication Media Relations & Campaigns

WWW.COMMU N I C AT I O N - S U M M I T. E U

+++ VALUE-ADDED COMMUNICATIONS +++

Philippe Borremans Van Marcke Group

INTERNATIONAL CONFERENCE FOR CORPORATE COMMUNICATION AND PUBLIC RELATIONS

Lisa Boch-Andersen Microsoft

SUMMIT2013

Annabelle Atchison Microsoft

COMMUNICAT ION

Mark Aris Diageo

EUROPEAN

Catherine Alexandre Delhaize

“THE STATE OF THE ART IN COMMUNICATIONS AND LEADERSHIP”

Alex Aiken UK Government

2

Table of Contents PAGE

PAGE

PAGE

PAGE

Welcome from EACD President Herbert Heitmann

Summit Overview

“Defining Value”

Participant Structure

3

4

6

PAGE

7

8

Programme Overview

PAGE

18 Review

KEYNOTES

BEST CASES & WORKSHOPS

PEER-TO-PEER SESSIONS

MAIN SESSIONS

PAGE

30 Speakers

PAGE

34 Service

Programme | Day One Morning

Afternoon

Welcome & Opening Keynote

11

Best Cases

16

Best Cases

12

Main Session I

17

Peer-to-peer Sessions

14

Gala European Communication Award

20

Interactive Session: Voice Enhancement

15

Programme | Day Two Morning

Afternoon

Main Session II

23

Skills Lab & Survey

26

Best Cases & Workshops

24

Best Cases

27

Peer-to-peer Sessions

25

Final Keynote

28

EACD General Assembly

29

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 MMU 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

Invitation

Mastering Value in Communications Th e p o litic al, so c ial and e c o no m ic turm o il o f th e p ast fe w ye ars h ave give n rise to a m ultifac e te d disc ussio n ab o ut value s, e thics and th e c o rre sp o nding re sp o nsib ilitie s o f the c o m m unic ato r. As th e Euro p e an Asso c iatio n o f Co m m unic atio n Dire cto rs we h ave e ngage d in th is disc o urse o n e thics in th e c o m m unic atio n landsc ap e and the c h alle nge o f de fi ning standards fo r o ur p ro fe ssio n. Fo r th is ye ar’s Euro p e an Co m m unic atio n Sum m it, we are e xc ite d to b e c o ntinuing th is jo urne y and will fo cus o n e xp lo ring th e th e m e o f value -adde d co m m unic atio ns.

Fo r us as m o de rn c o m m unic ato rs, the q ue stio n o f value and value s p re se nts us with b o th c h alle nge and o p p o rtunity.

O rganisatio ns inc re asingly re c o gnise that so c ie tal c h alle nge s and c o rp o rate c o m p e titive ne ss are inte rlinke d, and the y unde rstand th at re sp o nsib le b usine ss has a gre ate r sc o p e in so c ie ty. De fi ning and c o m m unic ating th e c o rp o rate c h aracte r is an im p o rtant task in c re ating additio nal value fo r o ur o rganisatio ns and fo r o ur p ro fe ssio n. O ur fi rst Main Se ssio n will e xp lo re h o w c o m m unic atio ns c an drive the auth e ntic e nte rp rise to c re ate sh are d value and de live r re al so c ie tal im p ac t.

Ho we ve r, th e ne w re alitie s we fac e in the c urre nt e c o no m ic c lim ate p o se furthe r

challe nge s to o ur e nde avo ur. With m o st Euro pe an co untrie s e xpe cting little o r no e co no m ic gro wth o nce again this ye ar, num b e rs and fi nancial re sults are pivo tal.

So m e tim e s dism isse d as a ‘so ft’ discipline , PR and co m m unicatio ns are usually the fi rst to face b udge t cuts. O ur se co nd Main Se ssio n will de b ate ho w o ur wo rk can b e m e asure d and e valuate d and thus strate gically b e po sitio ne d at the fo re fro nt o f an o rganisatio n’s structure .

Mo re o ve r, we will disco ve r the value inhe re nt in o ur pe e rs, with o ve r 50 spe ake rs de live ring insight into the state -o f-the -art o f o ur pro fe ssio n to o ve r 600 e xpe cte d participants. We e nvisio n the 7th Euro pe an Co m m unicatio n Sum m it as a platfo rm fo r e xchange , de b ate and ne two rking, as we ll as re fl e ctio n o n ho w m o de rn co m m unicato rs can strive fo r e xce lle nce in activating the co rpo rate characte r to cre ate and de live r value and pub lic go o d. I am lo o king fo rward to we lco m ing yo u o n June 27th and 28th in Brusse ls.

Herbert Heitmann President European Association of Communication Directors

4

The Summit Overview

June 27th, 2013 Summit Day One Th e se ve nth e ditio n o f th e Euro p e an Co m m unic atio n Sum m it will b e m o de rate d again b y Karin He lm stae dt and will o ffe r p artic ip ants diffe re nt fo rm ats to de b ate strate gie s, to o ls, m e th o ds and b e st practice with in th e fi e ld o f c o m m unic atio ns. The h igh ligh ts o f day o ne will b e o ur fi rst ke yno te , a m ain se ssio n o n “Translating Eth ic al Value s into Ec o no m ic Value ”, and an inte rac tive se ssio n o n vo ic e e nh ance m e nt fo r all p artic ip ants.

Gala European Communication Award The EACD b o ard will o nce again pre se nt the Euro pe an Co m m unicatio n Award during a gala ce re m o ny in the e ve ning o f the fi rst day o f the Sum m it. All co nfe re nce participants are invite d to jo in the award pre se ntatio n and ce le b ratio ns that b ring a fe stive co nclusio n to a b usy day.

The Award ce re m o ny is go ing to take place at Alb e rt Hall Co m ple x, Chaussé e de Wavre 649651, Brusse ls.

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 MMU N I C AT I O N A N D P U B L I C R E L AT I O N S

EUROPEAN

5

COMMUNICAT ION SUMMIT2013

June 28th, 2013 Summit Day Two Th e se c o nd day o f th e Sum m it b e gins with a ke yno te sp e e c h , fo llo we d b y a m ain se ssio n wh ic h e xp lo re s value c re atio n th ro ugh co m m unic atio n. Strate gie s, b e st p rac tice and skills in c o m m unic atio ns will o nc e again b e e xp lo re d in b e st c ase s, p e e r-to -p e e r se ssio ns and o th e r h ands-o n fo rm ats. O ur pro gram m e will b e c o nc lude d with a ďŹ nal ke yno te o n th e future o f jo urnalism .

EACD General Assembly 2013 Afte r the co nfe re nce has e nde d, m e m b e rs o f the EACD are invite d to atte nd the asso ciatio n’s annual Ge ne ral Asse m b ly, during which the y will re vie w the activitie s o f the ne two rk and its Re gio nal and Wo rking Gro ups o ve r the past ye ar. We invite m e m b e rs to jo in and discuss the po licie s and plans o f the EACD o ve r the co m ing ye ar.

6

T H E E U R O P E A N C O MMU N I C AT I O N S U MMI T

The Summit

Defining Value With m o st Euro pe an co untrie s e xpe cting little o r no e co no m ic gro wth o nce again this ye ar, num b e rs and fi nancial re sults have take n o ve r the pub lic disco urse and so m e fe ar that value s have b e e n inde fi nite ly e strange d fro m the pub lic are na. Fo r co m m unicatio n pro fe ssio nals this m e ans having to pro ve the ro le o f co m m unicatio ns in the value chain to avo id b e ing dism isse d o nce m o re as a so ft discipline and fi nding itse lf at the fo re fro nt o f inte rnal b udge t-cuts.

Sim ultane o usly, with trust rate s go ing do wn, the ge ne ral pub lic is highly critical o f po litical, fi nancial, e thical and e nviro nm e ntal practice s and the e xpe ctatio ns o f citize ns, co nsum e rs and stake ho lde rs rise with the am o unt o f info rm atio n the y have acce ss to , re nde ring value s and value re late d co m m unicatio n arguab ly m o re im po rtant than e ve r.

In its se ve nth ye ar, the Euro pe an Co m m unicatio n Sum m it will addre ss this e xact parado x and lo o k at the ce ntral co nce pt o f value in all its acce ptio ns, fro m the she e r value ge ne rate d b y co m m unicatio n activitie s to the ro le o f intangib le asse ts such as a go o d re putatio n o r a stab le im age , fro m the value s b e hind co rpo rate practice s and o ur wo rk as co m m unicato rs b ack to the value ge ne rate d b y e thical practice s. Ho w m uch is co m m unicatio n wo rth? What adds value to a co m m unicatio n strate gy, to co rpo rate po litics, to institutio nal practice s? And what ro le do value s, inte rnal and e xte rnal, play in the succe ss o f initiative s, po licie s and b usine ss pro spe cts?

With this fo cus the Euro pe an Co m m unicatio n Sum m it o nce again live s up to its re spo nsib ility to

act as the m ain discussio n fo rum o n co m m unicatio n and the so cie tal ro le o f co m m unicatio ns in Euro pe , o f allo wing co m m unicatio n le ade rs to take a ste p b ack and pro fi t fro m a b ro ade r, wide r lo o k at the discipline and its practice s.

Furthe rm o re the sum m it will fe ature the m o st inspiring o f Euro pe an b e st practice s in e ight diffe re nt strands: Co m m unicatio n Strate gy, So cial Me dia and O nline Co m m unicatio n, Inte rnal Co m m unicatio n, Crisis Co m m unicatio n, Re putatio n Manage m e nt, Cro ss-Me dia Co m m unicatio n, Change Co m m unicatio n as we ll as Pub lic Affairs and Po litical Co m m unicatio n. Ano the r o f the highlights will b e the Skills Lab s, wo rksho ps de dicate d to le ade rship and co m m unicatio n skills as we ll as the pe e r-to -pe e r se ssio ns, highly inte ractive m e e tings de dicate d to discussio n and de b ate .

O n June 27th and 28th the Sum m it, the large st annual co nfe re nce o f its kind, will o nce again b ring to ge the r o ve r 600 in-ho use co m m unicato rs wo rking in m anaging po sitio ns at a Euro pe an le ve l to share insights, de b ate diffe re nt pe rspe ctive s, le arn fro m e ach o the r and b e inspire d b y ne w practice s, appro ache s and co nce pts, taking two days to wide n and de e pe n the ir ne two rk acro ss re gio nal and o rganisatio nal b o rde rs, to re fl e ct o n the ir wo rk, pe rso nally and co lle ctive ly, to asse ss the state o f the art o f co m m unicatio ns, whe re it stands and whe re it sho uld stand.

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 MMU 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

Participant Structure

Hosts

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

The European Association of Communication Directors (EACD) was fo unde d in Brusse ls in 2006 and no w has o ve r 2,000 m e m b e rs. It is the ne two rk fo r co m m unicatio n pro fe ssio nals fro m all fi e lds acro ss Euro pe .

The Asso ciatio n m e e ts the ne e ds o f co m m unicatio n pro fe ssio nals wo rking inte rnatio nally, and pro vide s the m with suppo rt in the face o f the e xciting ne w challe nge s the y de al with in the glo b al are na. The EACD o ffe rs training, e ve nts, m e e tings and ne two rking o ppo rtunitie s fo r its m e m b e rs o n b o th a re gio nal and a co ntine ntal b asis, as we ll as pro viding o nline se rvice s and pub licatio ns to assist its m e m b e rs in the ir pro fe ssio nal live s.

Members by Countries

Albania

0,2%

Austria

2,5%

Belgium

17,9%

Bulgaria

1,1%

Croatia

1,1%

Czech Republic

0,4%

Denmark

1,8%

1.1%

Estonia

0,2%

Managing Director/CEO ___________________________ 5.0%

Finland

3,7%

Communication Manager/Director

France

6,1%

Georgia

0,2%

Germany

8,1%

Greece

0,4%

Iceland

1,1%

Ireland

0,4%

Israel

0,2%

Italy

2,3%

Latvia

0,5%

Lithuania

0,2%

Members by Positions

Other

_______________________________________________

Head of Communications/ Director of Communications

___________________

15.9% 11.6%

Head of Public Relations __________________________ 3.3% Public Affairs Director/Manager

_________________

Global Communications Director PR Manager

____________

21.9%

_______________

3.7%

_________________________________________

2.3%

Press Officer/Spokesperson ______________________ 0.8%

Members by Organisations

C

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COMMUNICATION

C

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12.6%

Media/Other _________________________________________ 6.9% Consultancies

______________________________________

Interest Groups, NGOs, Associations

___________

8.7% 9.1%

Gender

Women _____________________________________________ 53.5% Men _________________________________________________ 46.5%

Netherlands Norway Oman

3,3% 0,2%

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Poland

1,2%

Portugal

0,7%

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%

United States

13,5% 0,9%

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������������������������ �������������� ������������������������������������� �������������������������������������� ����������������������������������������� ������������������������������������������� ��������������������������������������������

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������������������������������������������ ����������������������������������������������� ����������������������������������������� �����������������������

������������������������������ ��������������� ������������������������������������������ ���������������������������������������� ���������������������������������������������� ������������������������������ ��������������������������������������������� ����������������������������������������������

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United Kingdom Source: Participant Structure 2012

11,6%

COMMUNICATION DIRECTOR 04/2012

___________________________

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COMMUNICATION DIRECTOR 03/2012

Politics & Institutions

62.6%

COMMUNICATION DIRECTOR 02/2012

________________________________________

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COMMUNICATION DIRECTOR 01/2012

Companies

1,1%

COMMUNICATION DIRECTOR 04/2011

Luxembourg

������������������������������

DIRECTOR

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Communication Director is the m agazine fo r co rpo rate co m m unicatio ns and pub lic re latio ns in Euro pe .

Pub lishe d q uarte rly in English, the m agazine do cum e nts o pinio ns o n im po rtant strate gic q ue stio ns in co m m unicatio n, disco ve rs transnatio nal de ve lo pm e nts and discusse s the ir re le vance fro m a Euro pe an pe rspe ctive . In additio n, Co m m unicatio n Dire cto r pre se nts curre nt studie s and ne ws fro m the wo rld o f PR, as we ll as intro ducing co m m unicatio n e xpe rts who re pre se nt the inte rnatio nalisatio n o f the ir pro fe ssio n.

8

T H E E U R O P E A N C O MMU N I C AT I O N S U MMI T

Programme

THURSDAY, JUNE 27, 2013 9.30–10.00

Doors open

10.00–10.15

W E L C O M E A N D INTRODUCTION Karin Helmstaedt Moderator

Herbert Heitmann EACD

10.15–11.00

Keynote I

Communicating Europe – Opening Keynote

(tbc)

The Summit keynotes are unique opportunities to listen to special personalities and fresh outtakes and perspectives on current events, future trends and political and economical developments. This year’s opening keynote will be announced on our website soon. In a year in which the fast-paced nature of global change has become clearer than ever, the Summit is an opportunity to look at what has changed, who are the new key players, what will the future look like and how these changes affect our profession.

11.00–11.30

Coffee Break

11.30–12.30

B E S T CA S E S Communication Strategy

WORKSHOPS Social Media & Online Communication

The Future Olympic of PR – It’s Games London 2012 Life or Death for us Jackie Brock-Doyle OBE LOCOG

12.30–1.45 1.45–2.45

Annabelle Atchison Microsoft

Social Media & Online

Peer-to-Peer Session

RESE A R C H EACD Working group meeting

C-Suite

Internal Communication

Internal Communication

Crisis Communication

I am a crisis: a surprising campaign with surprising results

Bringing Delhaize Group’s Vision and Values to Life

Employees as Authors – Taking the Myth out of Communication Magic

Navigating Finding your Communication and The Chief CommuStory Through Multilingualism in nication Officer and Change and Anne Villemoes Financial Services the C-Suite Danish Crown Crisis Miriam Roemers Ingmar De Grooijer

Margaret O’Donnell British Red Cross

Catherine Alexandre Delhaize Group

Aimée Dubrule Bacardi-Martini B.V.

European Association of Public Banks Prof. Hannelore Lee-Jahnke School of Translation and Interpretation of the University of Geneva Daniel Funk CLS Communication AG

Susan Sheehan Nokia

MedTech Europe, Eucomed, EDMA Piet Verhoeven University of Amsterdam Herbert Heitmann EACD President Russell Reynolds Associates

Lunch Interactive Session Marie Terese Letorney Ask your Voice

Your Most Valuable and Organic Communication Tools: Your Voice & Persona!

2.45–3.15

Room Change

3.15–4.15

B E S T CA S E S Reputation Management

WORKSHOPS Reputation Management

Media Relations & Campaigns

How to build a reputation strategy that works

Reputation Management in a Digital World

Pierre Goad HSBC Bank

Alex Aiken UK Government

“Schneider Electric Best PR Agency Award” campaign for PR efficiency and effectiveness

Media Relations & Campaigns

Creating a good PR campaign is not...a trick Andrea Polo Immobiliare.it

Thierry Nicolet Schneider Electric France

4.15–4.45

R o o m C h a n g e & Coffee Break

4.45–6.00

Main Session I

Translating Ethical Values into Economic Value FROM 8.00

G a l a E U R O P E A N COMMUNICATION AWARD

Change Communication

Change Communication

Public Affairs & Political Comms

Public Affairs & Political Comms

Peer-to-Peer Session

Skills lab

Change Communica- Communi- Communi- CampaigDefining Commution Changes cating trade: cating on a ning Out of Social Media nication & Christoph Rust how to keep Humanitari- the Box KPIs Motor Europe Cross-Cultu- Honda your cool an Catastro- Anthony Gooch Galvez Philippe Borremans Ltd. OECD Van Marcke Group ral Commuphe Bernard Kuiten World Trade Organinication: two Melissa Flemming zation UNHCR sides of the same coin Marie Gabrielle Cajoly Addax Petroleum

Gunhild A. Stordalen GreeNudge

Marc Pfitzer FSG

Laurent Freixe Nestlé Europe

Karin Helmstaedt Moderator

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 MMU 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

FRIDAY, JUNE 28, 2013 9.00–9.30

Doors open

9.30–9.45

W E L C O M E A N D INTRODUCTION

9.45–10.15

Karin Helmstaedt, Moderator

Keynote II

Current Issues in the European Landscape 10.15–11.30

Main Session II

Creating Value through Communication 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

Andre Manning Philips

WORKSHOP

RESEAR CH

Communication Strategy

Social Media & Online Communication

Social Media & Online Communication

Internal Communication

Internal Communication

Peer-to-peer Session

ECM

The secret to great leadership is great Communications

Delivering transparency: A digital journey

How we inspire collaboration and knowledge sharing in a large global organisation

More than Just Words: Internal Communications as a tool for Engagement

Employees as Brand Embassadors

Insights and Future Challenges for Communication Directors

Ian McNiarn IBM

Stacey Minton Celgene

Transforming Internal Communications: From News Pipeline To Collaborative

Judith Magyar SAP

Xavier Roussel Dole Fresh Fruit

Hans Koeleman KPN Royal Dutch Telecom

Inge Wallage Greenpeace

Tom Watson Bournemouth University

Karin Helmstaedt Moderator

Ansgar Zerfaß Universität Leipzig Dejan Vercic University of Ljubljana

Regine Coqueran-Gelin Alcatel-Lucent

1.00–2.00

Lunch

2.00–3.00

B E S T CA S E S

WORKSHOPS

Media Relations & Campaigns

Media Relations & Campaigns

Building a corporate digital strategy: the EU Council example

Keep Change Walking Happens Greece: The Frank Hilgenfeld Emmvee Photovoltaics campaign that inspired an entire nation in its time of need.

Aurelie Valtat Council of the European Union

Mark Aris Diageo Greece

3.00–3.15 3.15-4.00

Change Communication

Change Communication

Public Affairs & Political Comms

Public Affairs & Political Communications

Peer-to-peer Session

How Speaking on Achieving a professional, Sportlifebehalf of the efficient, reliable, valueadded customer relationstyle com- voiceless pany PUMA Frank Schultz-Jagow ship as government manages its Amnesty International Mireille Van Pollaert Flemish Infoline Transformation

Digital communications: a strategic asset in creating a valuable story

Ulf Santjer Puma

Lisa Boch-Andersen Microsoft

Skills Lab

Developing Global Mindset for Business Success: Intercultural Skills for Communicators Melissa Lamson Lamsom Consulting LLC

Room Change Keynote III

Quality Journalism in a changing media landscape 4.00–4.15

Coffee Break

4.15–5.45

E A C D G e n e r a l Assembly

Tracy Corrigan Wall Street Journal Europe

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COMMUNICAT ION SUMMIT2013

PROGRAMME DAY ONE

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 MMU N I C AT I O N A N D P U B L I C R E L AT I O N S

Thursday, June 27, 2013

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10.00–11.00 | Introduction & Keynote

The European Communication Summit is pleased to announce our 2013 programme, which will feature some new and exciting formats and will of course include our past favourites.

Best Cases

Workshops

Through a series of best cases from top-level communicators from various industries and organisations from across Europe, participants will be provided with a wide and informative view on the relevant issues in communications today. Best case slots will be featured twice on each day of the programme – giving you the option to mix and match sessions.

Participants are invited to take part in special summit workshops, given at the same time as the best case slots, but which will last for a full hour. Join some of the top-level communications experts in the field to learn practical hands-on tools and lessons for opitimising your communication strategy.

Keynotes

Main Sessions

The European Communication Summit will feature various keynotes on this year’s most interesting topics and trends. Confirmed for this year’s Summit is Tracy Corrigan, Editorin-Chief of the Wallstreet Journal Europe, who will explore the challenges and opportunities for quality journalism in the changing media landscape.

During the Summit’s Main Sessions, a group of high-profile inspirational keynote speakers will engage in an interactive discussion with short impulse speeches, aided by several multimedia formats and facilitated by Summit moderator Karin Helmstaedt.

Peer-to-Peer

Use this chance to bounce ideas with likeminded people, create quality relationships and strong connections. The sessions will be kicked-off by a short case introduction before you get the chance to discuss the latest controversial topics with your peers. The moderator will first introduce the topic before guiding through the sessions.

Skills Labs

Communicating successfully takes a lot more than a nice powerpoint, a suit or a good logo.

We all know that to get our messages across takes a little finesse. Through four personal skills workshops, participants can investigate the way they communicate with the world, and can learn some tips for presenting, speech, negotiation, and your career.

Welcome and Introduction The 2013 European Communication Summit will be opened by Herbert Heitmann, President of the European Association of Communication Directors. In his welcome speech, he will invite all of the congress participants to explore the current state of the communications industry, and set the tone for another exciting conference featuring top-class speakers from the worlds of business, the media, politics, NGOs and academia.

We are delighted to once again welcome Karin Helmstaedt as the moderator of this year’s European Communication Summit. Karin began participating in the Summit through the European Communication Award, and will be returning to the Summit main stage for a third time as the full programme moderator. Karin will guide us through this year’s most interesting discussions, keynotes, main sessions and new formats.

Communicating Europe This year’s first keynote will focus on how to communicate Europe. In times of political, social and economical turmoil a multifaceted discussion about values, ethics and the corresponding responsibility of communicators has arisen. At the same time globalisation and digitalisation of communications, are directing all eyes at the European government bodies for answers. We are looking forward to welcoming a high-ranked European politician to talk these topics.

Herbert Heitmann President, European Association of Communication Directors

Karin Helmstaedt Moderator

Opening Keynote 10.15– 11.00

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Best Cases | 11.30–12.30

Thursday, June 27, 2013

Internal Communication

Employees as authors: Taking Bringing Delhaize Group’s the myth out of communicavision and values to life tion magic

Aimee DuBrule Bacardi-Martini B.V.

Communication is no longer the exclusive domain of a few professionally-groomed experts. A proliferation of social media tools and unprecedented access to information has dramatically changed the role that communicators play today. In this case study, Aimee DuBrule discusses a recent program undertaken at Bacardi to shift from communication fiefdom to multi-voice democracy. She explores the communicator’s role as facilitator in demystifying this process and empowering employees to become active—and vocal!—participants in the communication domain.

Vision and values are a critical component of any organisation. What steps has the international retailer the Delhaize Group (present in three continents and 11 countries) taken over the past three years to ensure all employees understand the group’s vision and values, and how they can support it at work or in the community? This is a fantastic opportunity to learn about the cultures and personalities in this global group.

Catherine Alexandre Delhaize Group

Social Media & Online Communication

The future of PR – it’s life or death for us

Annabelle Atchison Microsoft

It‘s an age-old quarrel between PR and marketing: who owns the company’s communications? The truth is, in the age of social media, it belongs to all, right down to every employee. Through that arises the need for a new kind of communication management.

Will PR rise to the challenge? Or “die”, as a mere function within marketing? Microsoft Germany’s Social Media Manager Annabelle Atchison, whose roots are in PR, shows the steps Microsoft has taken to professionalise social media, and is looking for open discussion on where PR needs to move to survive.

Communication Strategy

I am a crisis: a surprising campaign with surprising results A few years ago, the British Red Cross recognised that, while they had a well recognised brand as an international humanitarian charity, many people didn’t know about all the services they provide in the UK. So they set out to correct that impression with an integrated brand campaign. A television advert wasn’t a traditional charity ad, provoking strong reactions online. Margaret O’Donnell will explore how the campaign succeeded in the ambition of increasing recall and relevance.

Margaret O’Donnell British Red Cross

Crisis Communication

Olympic Games London 2012 Navigating through change and crisis Jackie Brock-Doyle, Director of Communications and public affairs at London 2012, describes winning the bid to host the Olympic Games and Paralympic Games in 2012 as “the greatest buzz of my career”.

Learn how she and her team delivered this hugely challenging and complex project, the result of years of planning and the culmination of countless hopes and dreams - a truly unique communications and public affairs opportunity.

Jackie Brock-Doyle OBE LOCOG

Susan Sheehan Nokia

Nokia has faced a number of complex communications situations while refocusing its business strategy. During this time of remarkable change, communications has played a central role in aligning employees, partners, developers, customers and shareholders. The award-winning Nokia communications team has developed an approach for aligning stakeholders during intese moments of change and potential crisis. Susan Johannsen Sheehan, Senior Vice President of Communications, will discuss how Nokia is using communications to help naviagate through difficult moments and shift perceptions.

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11.30–12.30 C-Suite

The EACD presents a joint research piece on the role and influence of CCOs The European Association of Communication Directors is delighted to present its latest research project, in cooperation with the University of Amsterdam and Russell Reynolds Associates: The Chief Communication Officer and the CSuite. This ambitious research project discusses the role of chief communication officers in executive committees. On the one hand, the questions of how many global companies reserve a seat in the C-Suite for a communication professional is examined, and on the other hand, it explores what

Ingmar De Gooijer Director Communications MedTech Europe, Eucomed, EDMA

Piet Verhoeven Senior Lecturer & Researcher University of Amsterdam

a chief communication officer needs to master to obtain a seat in the executive committee according to chief executive officers.

With this research project, the EACD joins an on-going debate about the growing role and influence of the communicator within modern organisations. The EACD invites you to discuss our findings and its implications on the future role of chief communication officers with the following experts:

Herbert Heitmann Executive Vice President External Communications at Royal Dutch Shell Plc

11.30–13.00

8.00 PM Albert Hall Complex

Working Group Finance and Insurance

EACD Young Communicator’s Award

Communication and Multilingualism in financial Services The Working Group Finance and Insurance headed by Miriam Roemers, Director of Communications and Public Relations at the European Association of Public Banks is going to debate the topic “Communication and Multilingualism in Financial Services – Paradigm shift and consensuses to make”.

Prof. Hannelore Lee-Jahnke, Director of the multilingual Department at the School of Translation and Interpretation of the University of Geneva joins Daniel Funk, senior financial copywriter at CLS Communication AG, who has spent more than 17 years as a communication specialist in different Swiss banks, to debate the importance of multilingualism. Prof. Lee-Jahnke is going to analyse the dominance of English as a lingua franca and the importance of multilingualism in politics, media and culture, science and business while Daniel Funk will highlight particularly the role of multilingualism with regard to client communication and stakeholder relations. The session will be followed by an Q&A moderated by Hans Van den Boer, Area Business Development Manager at CLS. The Working Group session will be followed by an internal Working Group Meeting between 12h.45 and 13h.00 in the same room.

The EACD aims to support young PR and communications professionals by recognising innovative and creative projects in the field of PR and communications, providing the profession with fresh faces and new voices.

During the evening gala of the European Communication Award three nominees will present their projects to the audience who will then vote for the winner.

11.30– 12.30

Finding your Story Whether read in a novel, viewed in the movies or heard over a coffee with friends, the best stories engage and enlighten.

Good stories not only stick in one’s mind but they address the heart. Storytelling is a powerful tool and an increasingly necessary part of leadership especially in the corporate world.

Storytelling serves to form vital and lasting links between the organisation and stakeholders but also between employer and employee. This Peer-to-Peer Session will help you find your story and the best way to channel and share your story with the outside world.

Moderator: Anne Villemoes Changing the reputation of one of Denmark’s largest companies made her an expert, both in moderating and storytelling. Discuss with her how to bond with stakeholders in the long run.

+++ LEARNING FROM YOUR PEERS +++

PEER 2 PEER

+++ LEARNING FROM YOUR PEERS +++

Sessions

3.15– 4.15

Campaigning outside the box Campaigning is the organized effort to influence decision making and shape public attitudes. It is an essential communications tool found in all sectors from public to private to political. Today‘s marketplace with its numerous information channels and social media networks had made campaigning both easy and inexpensive (anybody can create a blog and do it) but incredibly competitive. In order to stay ahead of the game, campaigns must seize the moment, involve key players in the debate and be supported by the Organisation’s wider communications’ strategy.

Moderator: Anthony Gooch Galvez Having headed the the European Commission’s Media and Public Diplomacy operations in the UK as well as in the United States before becoming Director of Public Affairs & Communications at the OECD makes Anthony Gooch Galvez an expert when it comes to extraordinary PR campaigs.

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 MMU N I C AT I O N A N D P U B L I C R E L AT I O N S

Interactive Session 1.45– 2.45

Your most Valuable and Organic Communication Tools: your Voice & Persona!

What do you think about the sound of your Voice? How would other people describe your Voice & Persona? Are you optimising your Voice’and enhancing your Persona to its maximum potential to obtain effective results for yourself and for your organisation?

This interactive session with Marie Terese will demonstrate why your most valuable and organic communication tools are your voice and persona. Enhance your professional impression and learn how to maximize your capacity to carry through your deliverance by sustaining a lasting and memorable impression with confidence, assertiveness, ease and impact no matter what language whether in negotiations, presentations, conference calls, meetings, interviews, webinars or telepresence.

Topics will include: — Building your own presence; your PERSONA — VOICE preparation for projection, interpretation, language articulation — Topics include addressing ANXIETY, control from speaking with fast tempo — How to sustain BREATH SUPPORT and STAMINA throughout delivery — Interaction with audience —Q&A

Marie Terese Letorney Ask Your Voice

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Best Cases | 3.15–4.15 Reputation Management

How to build a reputation strategy that works

Thursday, June 27, 2013 Media Relations & Campaigns

Creating a good PR campaign is not ... a trick

In a world where stakeholder audiences are sophisticated and information flows are multi-directional building a reputation strategy that works is hugely challenging. Pierre Goad will share what HSBC has learned about the limits and opportunities confronting communicators in managing reputation.

In 2011 Immobiliare.it wanted to increase its brand awareness and bring new traffic to the site through a powerful media relation strategy. To reach the goal thinking out of the box had to be the rule. Halloween was the solution, and this was not a trick!

Pierrie Goad HSBC Bank

Andrea Polo Imobiliare.it

Reputation management in a digital world

“Schneider Electric Best PR Agency Award” campaign for PR efficiency and effectiveness

Alex Aiken UK Government

Alex Aiken will set out how corporate reputation can be managed and enhanced in a world of 24/7 media, digital debate and multiple stakeholders. He will focus on how effective communications can guide an organisation and how communicators need to change, and will also set out how communication teams need to develop to meet the challenge of open public debate.

Thierry Nicolet Schneider Electric France

Change Communication

Change & cross-cultural communication: two sides of the same coin

Marie-Gabrielle Cajoly Addax Petroleum

The dynamics of organisational change and the successful acceptance of change by employees are deeply rooted in the recognition given to a set of cultural features: mainly language, personal and collective attitudes, behaviours, and values. The past decades have witnessed an explosion of M&As and subsequent growing interest in integration management strategies. In this presentation, Ms. Cajoly offers insights into a cross-cultural management programme implemented at Addax Petroleum Corporation after its acquisition by giant Sinopec - Chinese state-owned company and world‘s second largest oil refiner in order to transform itself and revamp its business culture by capitalising on its culturally diverse profile.

Communication changes

Christoph Rust Honda Motor Europe Ltd.

The motoring industry is a very diverse and dynamic industry. This applies to the respective legislation, the product development as well as the customer requirements. Rigid communication patterns have long been replaced by continuously evolving message creation and usage of new communication channels.

Communication has to adapt to changes – does it also drive changes?

Thierry Nicolet will be sharing his experience conducting a yearly campaign aimed at increasing the efficiency of PR agencies through measurement, motivation and best practice sharing. In this session, the latest developments in the field of evaluation at Schneider Electric, such as KPIs and other measurement tools, will be discussed (say good bye to “equivalent advertising”). We will also look at the different marcom demand drivers which result in a purchasing decision and then focus and analyse PR’s contribution to sales with actual numbers.

Public Affairs & Political Communication

Communicating trade: how to keep your cool

Bernard Kuiten World Trade Organization

Facing a diverse and often unpredictable audience has been at the heart of external communication at the World Trade Organisation. From business suits to people dressed up as turtles, everyone had a say and an opinion on international trade matters.

But the tone and nature of the public discussion has changed: where it used to be wild, one-sided and polarised, it has become more technical and respectful. Why is that and what led to this sea change? How can we learn from this success, based on a mix of respect and trust, perseverance and patience.

Communicating on a humanitarian catastrophe

Melissa Fleming UNHCR

More than wo years of violence in Syria has driven millions of citizens from their homes both inside Syria and into neighbouring countries. It is the role of the United Nations High Commissioner for Refugees to offer these people life-saving assistance and basic shelter and care. In this talk, Melissa Fleming will reveal how the UNHCR uses strategic communications to drive global public sympathy and engage donors.

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Main Session One 4.45– 6.00

Translating Ethical Values into Economic Value As the business landscape is evolving, ethics obtains market value. Successful business strategy is not solely concerned with numbers and profit, but must know and emphasise the enterprise’s value and authenticity; ethical principles are at the core of the corporate character. From compliance to internal communication, this fact cannot be neglected. Indeed, strengthening the link between business strategies and social practices has gained importance in modern management.

And so has the practice of responding to an increasing recognition that societal challenges and corporate competitiveness are interlinked. This three-part session will explore how businesses can understand their purpose in society and shape their capabilities to deliver vast social impact and behavioural change creating shared value for the organisation and its stakeholders.

Marc Pfitzer FSG

Gunhild A. Stordalen GreeNudge

Laurent Freixe Nestlé Europe

Marc Pfitzer, Managing Director of social impact consultants FSG, will talk about the practices that allow companies to innovate for shared value.

Gunhild A. Stordalen is the CEO and Founder of the environmental organisation GreeNudge, which aims to initiate, fund and promote research into behavioural change as a climate measure.

Laurent Freixe, CEO of Nestlé Europe, plays a decisive role in leading the Nestlé Nutrition Health & Wellness mission and making Nestlé Europe a profitable growth zone for the Group.

EUROPEAN

COMMUNICAT ION SUMMIT2013

R E V I E W

Philippe Borremanss, Van Marke 2011

Christof Ehrhart, Deutsche Post DHL 2011

Dani Meyer, Danone 2011

Javier Moreno, El Pais 2011

2 0 0 7 — 2 01 2

WHERE EUROPE’S COMMUNICATION COMMUNITY COMES TOGETHER

Viviane Reding, European Commission 2010

Thomas Sevcik, Arthesia 2011

Leandro Herrero 2012

Jon Iwata, IBM 2012

Jörg Asmussen, European Central Bank 2012

Hu Shuli, Ciaxin Media 2012

Anne Villemoes, Danish Crown 2010

Mark Bolland, Marks & Spencer 2012

James Appathurai, Spokesman, NATO 2009

Micael Dahlén, Stockholm School of Economics 2011

Martin Hiller, WWF 2009

Caroline Guillaumin, Société Générale 2009

Alastair Campbell. Former Spokesperson, British Labour Party 2010

Join more than 600 senior-level communicators to learn and discuss about the latest developments in communications

Marcus Siegler, Fifa 2007

Eva Vieleborg Hald, Danske Bank 2011

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EU RO PE A N C OM M U N IC AT ION AW A R D T H U R S D AY, J U N E 2 7 , 2 0 1 3 窶｢ 8 . 0 0 P M ALBERT HALL COMPLEX 窶｢ CHAUSﾃ右 DE WAVRE 649-651 B-1040 BRUSSELS

THE GALA THE EUROPEAN ASSOCIATION OF COMMUNICATION DIRECTORS (EACD) will gather about 500 leading personalities from business, media, politics and society for a fun, glamorous and fascinating networking evening

on June27th, 2013. The EACD will honour the individual or institution that has demonstrated communciations excellence in Europe in the past year with the EUROPEAN COMMUNICATION AWARD.

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COMMUNICAT ION SUMMIT2013

PROGRAMME DAY TWO

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 MMU N I C AT I O N A N D P U B L I C R E L AT I O N S

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Main Session Two 10.15– 11.30

Creating value through communication With most business textbooks still granting the communications department no more than a sidekick role in the realm of marketing, it is not surprising that PR is often among the first targets of budget cuts. Communication is still dismissed by many as a soft discipline. Yet most organisations would agree that communication and dialogue with stakeholders is now more crucial than ever, given that we are living in a networked society. This three-part session will present insight into the power relations of the corporate structure and debate how an authentic communication enterprise can be positioned at the forefront of an organisation, with a focus on value creation through communication.

Andre Manning Philips

Inge Wallage Greenpeace

Tom Watson Bournemouth University

Andre Manning, Vice President and Global Head of External Communications at Royal Philips Electronics, will share insights into using a measurement system for Royal Philips to assess the value of public relations and how to move the needle from output towards outcome.

Speaking on communications evaluation and strategy within Greenpeace, Inge Wallage, Communication Director at Greenpeace International, will highlight the value creation through communication.

Tom Watson, Professor of Public Relations in the Media School at Bournemouth University, will highlight the value of communications in the form of ROI and KPI from an academic point of view.

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Best Cases | 12.00–1.00 Internal Communication

More than just words: internal communications as engagement tool

Friday, June 28, 2013 Social Media & Online Communication

Delivering transparency: A digital journey

There are direct links between good communications with employees and the engagement levels that employees have with their employers. How can communications foster meaningful engagement that has a tangible impact on the business? What are the requirements for good communications that supports the business and meets the needs of employees?

This presentation will look at examples of communications that have worked and lessons where new approaches are needed.

Stacey Minton Celgene

In a climate of consumer mistrust surrounding food and growing concerns on environmental and social issues fuelled by the recurrent crisis across Europe, Dole Fresh Fruit Europe’s Marketing and Communication Director Xavier Roussel presents the approach developed by Dole within the European fresh fruit industry to reposition its brand

Xavier Roussel Dole Fresh Fruits Europe

Transforming internal commu- How we inspire collaboration nications: From news pipeline and knowledge sharing in a to collaborative platform large global organisation

Regine Coqueran-Gelin Alcatel-Lucent

Engaging employees in a free exchange of ideas, soliciting opinions and facilitating relationship building not only ties employees to the mission of the business but drives emotional ownership of the results. This has become the evolved role of internal communications at Alcatel-Lucent. More than pushing information, Alcatel-Lucent plants the seeds of discussion and guides the dialogue. Regine Coqueran-Gelin, Vice President Corporate Communications for Alcatel-Lucent, will discuss how, by using a multi-channel approach and staying close to the conversations, internal communicators at Alcatel-Lucent are moving from top-down presenters to collaborative provocateurs.

Communication Strategy

Ian McNiarn IBM

IBM is arguably the most socially advanced global technology company with a legacy stretching back over 100 years. But how did it transition from a traditional company to one where the norm is an expectation of being able to instantaneously team up around the clock with global experts, as well as locally experienced partners, at a moments notice?

It isn‘t just a question of technology, but rather the adoption and utilisation philosophy which stretches from a top-down as well as a bottom-up approach.

Ian Mcnairn will discuss the tips, techniques, tricks and problems associated with getting a 400,000+ organisation to become a social business.

Pre-Summit Workshop - Wednesday 26.6.2013

The secret to great leadership Steering your way through a crisis: A Workshop by CS&A is great communications

Judith Magyar SAP

According to the European Communication Monitor 2012, 84 per cent of specialists surveyed believe top management lacks understanding of communications. The good news about this sad state of affairs is the opportunity for communication professionals to move towards a new, strategic management function which includes responsibility for educating management to communicate better and thereby become better leaders. Judith Magyar explains how leaders at the global software giant SAP are learning to use powerful tools such as storytelling, design thinking and social media to communicate more effectively about the company’s revolutionary innovations in mobility, big data and the cloud.

Caroline Sapriel CS&A International Risk and Crisis Management

The complexities of managing crises in a globally connected world have increased in recent years.

Political and economic interdependencies are forcing organisations to engage with ever more stakeholders to manage risk. Moreover, 24-hour instant news and social media are exerting a level of pressure and scrutiny previously unseen.

This workshop, led by Caroline Sapriel, will arm participants with strategies for fast track stakeholder mapping, pro-active scenario planning and social media communication via a dynamic custom-designed scenario played out on the ICONSnet on-line simulation platform.

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 MMU N I C AT I O N A N D P U B L I C R E L AT I O N S

12.00– 01.00

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Employees as Brand Embassadors

The last decades produced manifold changes transforming the communication landscape in yet-untold ways. These changes touch all areas of our communication work, one being the coordination of internal communications. Social media is, for example, a crucial influence opening the communication arena so that literally everyone acts as ambassador and communicator. One essential question is how we can empower our staff to be effective communicators telling the company’s story and promoting our vision to the wider community and stakeholders.

Moderator: Hans Koeleman Having held various key positions in corporate communications for various industries as transport, finance and retails before joining the becoming Director Corporate Communications makes him the ideal moderator on current repuation issues.

+++ LEARNING FROM YOUR PEERS +++

2.00– 3.00

PEER 2 PEER

+++ LEARNING FROM YOUR PEERS +++

Sessions

Digital communications: a strategic asset in creating a valuable story What are the challenges of creating & communicating a valuable story for a company? The story needs to be relevant across different geographies; content must be adapted to diverse audiences; & company milestones should be integrated with the broader story & positioning. Lisa BochAndersen will share how digital & online communications in Microsoft is a key backbone for creating a connected story, and an important amplifier of the company’s positioning and rebranding. Use this session to discuss thoughts on how to create a digital strategy that is relevant, integrating and which connects the dots for some of the company’s key – yet different – targets.

Moderator: Lisa Boch-Andersen As Senior Director for Communications Europe, Lisa BochAndersen has lead various projects on integrated communications and can perfectly lead through this session on implementing an integrated education programme.

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Skills Labs Both Days

T H E E U R O P E A N C O MMU N I C AT I O N S U MMI T Communicating successfully takes a lot more than a nice presentation, a good image or an eye-catching logo. We all know that to get our message across takes a little finesse. Through these personal skills workshops, participants can investigate the way they communicate with the world, and can learn valuable tips for presentencing, speech, negotiating.

3.15–4.15 • 27.6.2013

2.00–3.00 • 28.6.2013

Philippe Borremans

Melissa Lamson

Philippe Borremans Van Marcke Group

Melissa Lamson Lamson Consulting LLC

Social media measurement starts with the definition of your key performance indicators. This workshop will look at several trends in social media measurement and apply different techniques so you can get a better understanding of possible KPIs for your organisation. Although not an exact science set in definite rules, creating clear social media KPIs is a crucial skill for every modern day communicator. The workshop will also look at your specific challenges and give you the tools and techniques to develop your own realistic KPIs.

Think Global, Act Global is a new twist on the old adage. According to a new study by Ernst & Young, developing global mindset is the number one priority for corporate business leaders today. As communication professionals, the responsibility lies with you to help the organisation navigate through global attitudes and behaviours, appeal to highly qualified global talent, present a globally savvy corporate image, and ensure the company communicates its messages successfully across cultures. In this highly interactive and practice-oriented Skill Lab, participants will learn how to develop a global mindset and to apply best practices, behaviours and strategies.

Defining Social Media KPIs

Intercultural Skills for Communicators

2.00–3.00 Survey

European Communication Monitor 2013 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 EACD and Communication Director magazine. Lead researchers Professor Dr, Ansgar Zerfass and Dejan Vercic will present results and discuss topics like CEO reputation, crisis communication, international communication, communicating with digital natives and the influence and status of the communication function.

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2.00–3.00 | Best Cases

Friday, June 28, 2013

Public Affairs & Political Communication

Achieving efficient, reliable and value-added customer relationships as government

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Media Relations & Campaigns

Building a corporate digital strategy: the EU Council example

Organised by the Flemish Government, the Flemish Infoline provides citizens with a toll free telephone number to call for any government information they seek. Ensuring this efficient and effective service is no simple task, as a high quality service on a broad range of topics needs to be ensured, while at the same time achieving cost-effective gains.

Aurelie Valtat will explore the different elements that together constitute an organisation’s digital strategy: online communications, media monitoring, brand management, campaign management, crisis communication and IT governance. She will use the EU Council as a case study to highlight the advantages and pitfalls of introducing such a digital strategy.

Mireille Van Pollaert Flemish Infoline

Aurelie Valtat Council of the European Union

Speaking on behalf of the voiceless Thomas Schultz-Jagow is the Senior Director of Campaigns and Communications at Amnesty International. He leads on an integrated strategy for the movement’s global campaigns and communications including responsibilities for editorial, media and digital communication. In this session, he will share the bold and brilliant communication campaigns that help Amnesty deliver its global message of human rights and political engagement.

Keep Walking Greece: The campaign that inspired an entire nation in its time of need

Thomas Schultz-Jagow Amnesty International Mark Aris Diageo

In a rapidly changing media landscape and overall declining marketing budgets, targeted media planning and clever use of non-traditional mediums like social media and creative PR is becoming a critical factor. The Keep Walking Greece campaign is a great example of how to create a huge impact with a limited budget. Creative work based on consumer insight combined with an unconventional and targeted media approach managed to not only build the equity of the Johnnie Walker brand in Greece but inspire a whole nation in its time of need.

Change Communication

Change happens

Frank Hilgenfeld Emmvee Photovoltaics

Changes challenge communicative efforts. Communication, internally, externally, especially on the international level, has to be bespoken without becoming victim to fashion. Change can happen everywhere: outside the markets keep on changing, whereas stakeholders, policies, suppliers or internal factors can change, too. Change demands ever changing communicationbang on time with the right instruments and for the right people. That is it. Or is it? Working for a company in a market that resembles a rough crossing with changing winds at shortest warning, Frank Hilgenfeld will discuss effective ways to communicate change internally and externally with a focus on extreme cultural differences, rapid changes in technology, market demands, product portfolio and politicians, too.

How the sport lifestyle company PUMA managed its transformation After being at the verge of bankruptcy in 1993, the sporting goods company became an unprecedented success story by repositioning itself as a sport lifestyle brand mixing influences between sport, lifestyle and fashion. Part of this was an increase in stock exchange value by 4000 percent. Ulf Santjer will describe the corporate and brand transformation at PUMA and how they were covered and communicated to various stakeholders within the scope of change communication.

Ulf Santjer Puma

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Final Keynote 11.30– 12.30

Quality Journalism in a Changing Media Landscape Loss of advertising revenue and competition from social media are just two critical factors that have made the state of the media so precarious in recent years. Quality journalism needs resources, time and freedom from commercial interests, yet these are all under threat in the new media landscape. This session will explore the challenges and opportunities for journalism and the wider media.

Tracy Corrigan Editor-in-Chief Wall Street Journal Europe

Tracy Corrigan is a business journalist with 20 years‘ experience of reporting and financial commentary in both London and New York. She is editor of the Wall Street Journal Europe and former assistant editor of the Daily Telegraph. She has also worked at Dow Jones newswires and the Financial Times where she worked as a reporter, New York correspondent, Lex writer, editor of FT.com, news editor and ultimately head of Lex. After 18 years at the FT, she left to write a column for The Daily Telegraph for three years, before taking up the editorship of the Wall Street Journal Europe in January 2011.

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Friday, June 28, 2013

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4.15–5.45 | EACD General Assembly

FOR EACD MEMBERS ONLY

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 seventh year, with more than 2,000 members, it will be discussed how to best utilise its strong network in the future to promote professionalism and qualification in communications.

Preliminary Agenda: Welcome by the EACD President, Report of the EACD Board, Report of the Regional & Working Group Coordinators, Financial report, Discussion and formal approval, Any other Business.

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

THROUGHOUT THE SUMMIT

EACD Working Groups The EACD Working Groups host workshops and working lunches at the European Communication Summit to share experience and discuss the latest in their areas of professional interest or expertise.

The EACD has Working Groups in the following fields: Brand Management, CSR, European Institutions, Evaluation, Energy, Future of the Media, Health, Internal Communication, Professional Services, Risk and Crisis, Professional Services, Social Media and Transport.

For further information on the Working Group Meetings at the Summit and the EACD, please refer to our EACD Website, which will provide you with all the latest information: www.eacd-online.eu Furthermore, you can stay up-to-date with our association by following our social media channels: Facebook: www.facebook.com/eacd.online Twitter: @eacdonline

www.eacd-online.eu

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This event will assemble communications experts and authors to share, network and learn with others from across the continent. These renowned international communication experts will highlight and illustrate the latest trends, tools and methodologies in use in today’s communications industry. Participants will get a chance to meet face-to-face with other communications experts to discuss the latest topics affecting the industry.

Alex Aiken Executive Director of Government Communications, UK Government Alex Aiken is the Executive Director of Government Communications. Based in Downing Street and the Cabinet Office, Alex is the most senior communications professional in the Civil Service. He was Director of Communications and Strategy at Westminster City Council between 2000-13. At Westminster he built a team that was recognised to be the best in local government and created a successful consultancy operation providing services to other organisations. Before joining Westminster he held senior posts at Conservative Central Office, leading the Party’s Campaigns Unit from 1999-2000 and the Press Office between 1995 and 1999.

He has trained politicians and officials in newly democratic states around the world in communications techniques.

Catherine Alexandre VP Internal & Sustainability Communications Delhaize Catherine Alexandre joined the Delhaize family in 2000 starting as the first woman to join the Delhaize Belgium Executive Committee. She took up her current role as Delhaize Group Vice President, Internal and Sustainability Communication in 2008. Prior to joining Delhaize she held several communication related positions including corporate, product and financial communication. Throughout her career, she has worked in journalism through different media: newspaper, radio and television.

Mark Aris Western European Marketing Manager Diageo Mark Aris is the Western European Marketing Manager responsible for Johnnie Walker. Prior to his current role he held several Global, European and local marketing positions in multinational companies across Europe and was responsible for numerous brands both in the spirits industry (Smirnoff, Gordon’s, Jose Cuervo) but also in other categories such as Nivea, Carlsberg, Hansaplast etc.

Annabelle Atchison Social Media Manager Microsoft Annabelle Atchison has a Bachelor’s degree in Mass Communication from Ludwig-Maximilians-University in Munich, making social media communications the academic focus of her studies. Since 2009 she has been working for the Microsoft Germany public relations team, where she established and is responsible for the social media strategy and structures within the department. In 2010 she took on the role of Social Media Manager for the entire German organisation. She is also a

member of various groups and committees such as the BITKOM work group for Social Media and the Social Media Excellence Circle and has contributed to a variety of publucations such as industry social media guidelines.

Lisa Boch-Andersen Senior Director Communications Microsoft Lisa is Senior Director of Communications and is resposible for digital positioning of the company throughout the European Region. In her earlier role for Microsoft (which she joining in 2008) Lisa lead the European Citizenship Campaign for Microsoft Europe, underlining the contribution of ICT in solving key European societal challenges, such as healthcare, environment and education. She is the Chief Editor of www.microsoft.eu, and of the flagship magazine Futures.

Prior to joining Microsoft, Lisa worked for ExxonMobil, where she held positions in Marketing, Communications, Media Relations and Public Affairs during her 10year career. She was also responsible for ExxonMobil‘s policy and communications strategy for CSR & Corporate Citizenship in the European region. Lisa’s experience in Brussels also extends to a former role within the European Commission Directorate-General Enterprise, working with Industrial Policy and Competitiveness for 3 years.

Philippe Borremans Chief Social Media Officer Van Marcke Group Philippe Borremans is Chief Social Media Officer at the Van Marcke Group.

Prior to his current role he held several communications related positions at IBM, including Corporate Communications and Online Communications. Throughout his career, he has worked both in-house and in agency, specialising in crisis and online communications. He is an avid blogger at www.conversationblog.com, a guest lecturer at several universities and is currently writing his first book about online monitoring and reputation management.

Philippe is the Social Media Work Group Coordinator for the EACD. He lives in Bellingen, Belgium.

Jackie Brock-Doyle OBE 2012 Olympics Representative LOCOG Jackie has worked in the communication and marketing field for over 25 years and is regarded as one of the world‘s leading communication strategists. She directed the communication strategy and implementation for the world acclaimed London 2012 Olympic and Paralympic Games for seven years after leading the successful bid’s international and domestic PR and media campaign from 2003 to 2006.

Jackie has lived and worked in the UK,

Australia and Singapore and has run campaigns across Europe, USA, Asia Pacific, Australasia, Africa and the Middle East.

She has designed and directed marketing, communication, media and sponsorship programmes for some of the world‘s biggest brands and events, including Visa International, the Sydney 2000 Olympic Games, Cadbury, the 2002 Manchester Commonwealth Games, Coca Cola, Samsung, Mars and currently the London 2012 Olympic Games and Paralympic Games. She brings a depth of international experience having worked across a number of countries and for leading international businesses.

Aimée Dubrule Communication Director, Technology Bacardi-Martini B.V. At Bacardi-Martini Aimée is responsible for leading communication programs for company-wide business transformation initiatives. Aimee began her career as the founder of an independent public relations practice specialized in fashion and culture, with clients including M.A.C Cosmetics, Harley-Davidson, the National Ballet of Canada and Mercedes Australian Fashion Week. She later worked in media production and corporate communications with MacLaren McCann (WorldGroup), Rogers Communications, and Comunicabilita, a Milan-based boutique firm that counsels luxury design clients on branding and international business development. Aimee holds a degree in Cultural Studies from McGill University and an MBA from SDA Bocconi. She has published two business cases with IMD business school and can be followed on Twitter @aimeedubrule.

Marie-Gabrielle Cajoly Corporate Head of Communications & CSR Addax Petroleum Marie-Gabrielle Cajoly is Addax Petroleum‘s Corporate Head of Communications & CSR. She joined the group in 2003.

Her responsibilities include all aspects of external and internal communications, brand image and reputation management, media and public relations, and corporate social responsibility. She is also Director of the Sinopec-Addax Petroleum Foundation, which includes the implementation of extensive sustainable development programmes in Africa, the Middle East and China in partnership with NGOs. Prior to joining Addax Petroleum, Marie-Gabrielle worked as a PR consultant providing advisory counselling to companies of the chemical, pharmaceutical, defence, consumer goods and IT industries, and provided advisory counselling to companies engaged in social projects and partnerships with NGOs. She lectures in Reputation Management, Branding and Multicultural Management at Sinopec Management Institute in Beijing, China.

Régine Coqueran-Gelin VP, Corporate Communications & CSR Alcatel-Lucent Régine Coqueran-Gelin leads the corporate communication and CSR functions at Alcatel-Lucent, overseeing media relations, employee communications, brand, advertising, and online activities, engaging stakeholders in the transformation of the company. Prior to this role she has was the manager of corporate media

relations for Alcatel-Lucent, having joined the company in 1997 and holding various positions in the corporate press office, as well as in the financial corporate team as financial controller. She started her career as Financial Auditor with Deloitte & Touch.

Tracy Corrigan Editor-in-Chief Wall Street Journal Europe Tracy Corrigan is a business journalist with 20 years‘ experience of reporting and financial commentary in both London and New York. She is editor of the Wall Street Journal Europe and former assistant editor of the Daily Telegraph. She has also worked at Dow Jones newswires and the Financial Times where she worked as a reporter, New York correspondent, Lex writer, editor of FT.com, news editor and ultimately head of Lex. After 18 years at the FT, she left to write a column for The Daily Telegraph for three years, before taking up the editorship of the Wall Street Journal Europe in January 2011.

Melissa Flemming Head of Communication/ Chief Spokesperson 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 and serves as chief spokesperson. Operating in 120 countries, UNHCR provides shelter and help for over 30 million people who have fled wars and persecution. In her role, Melissa has introduced strategic communication planning designed to have more impact on the varied audiences, which include media, donors, governments and refugees themselves. She also directs global advocacy campaigns with a strong emphasis on social media.

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 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 Co-operation in Europe and as a Public Affairs Specialist at Radio Free Europe/Radio Liberty.

Laurent Freixe CEO Nestlé Europe Born in Paris, France, Laurent Freixe joined Nestlé France in 1986 in marketing.

Between 1986 and 1999, he held different positions with increasing responsibilities in the field of sales and marketing. In 1999, he became the Head of Nutrition Division of Nestlé France; in 2003 he was appointed CEO of Nestlé Hungary, and in 2007 he was appointed CEO of Nestlé Iberian Region. In November 2008, Laurent joined the Nestlé Executive Board as Executive Vice President with responsibility for Zone Europe, where he plays a decisive role in leading the Nestlé Nutrition Health & Wellness mission, and making Nestlé Europe a profitable growth Zone for the Group. Married with two children, he speaks French, English, Spanish and German.

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Pierre Goad Global Co-Head of Communications HSBC Bank Pierre Goad has been working for HSBC Holdings plc since 2001. Having successively held the positions of Head of Media Relations, Asia-Pacific, Investment Banking and Markets (from 2001 to 2002) and Head of Public Affairs, Asia-Pacific, Investment Banking and Markets (from 2002 to 2003), in Hong Kong, he moved on to London in 2003 and became Global Head of Corporate Communications, Corporate, Investment Banking and Markets.

Before working for HSBC, Pierre Goad was Director of Corporate Communications at Lucent Technologies Asia-Pacific Ltd. (from 2000 to 2001). From 1989 to 2000, he worked in several positions for Dow Jones & Co., for example as Economics Correspondent and as Page One Editor for the Asian Wall Street Journal in Hong Kong, as Economics Correspondent for the Far Eastern Economic Review, and as Montreal Bureau Chief of The Wall Street Journal. Previous journalistics experiences include work for the Montreal Daily News and the Canadian Broadcasting Corp. in Montreal.

Anthony Gooch Galvez Director Public Affairs & Communications OECD Anthony Gooch is Director of Public Affairs & Communications at the Organisation for Economic Co-operation and Development (OECD). As coordinator of its 50th Anniversary, he pioneered the OECD Better Life Index (www.oecdbetterlifeindex.org) launched successfully in May 2011 and led efforts to overhaul the OECD’s brand and reputation. Since joining in 2008, he has played a key role in coordinating the OECD’s major international public campaigns in response to the ongoing global economic crisis and sensitive issues such as the fight against tax havens and international bribery, in the context of the emergence of the G20.

Karin Helmstaedt Moderator, Deutsche Welle TV Karin Helmstaedt is one of the hosts of euromaxx – Lifestyle Europe, Deutsche Welle-TV’s daily life and style magazine show. She began her career as a journalist, freelancing as a translator and presenter at sporting events. Karin reported extensively on doping in the former East Germany, and in 1997 co-produced the prize-winning documentary Staatsgeheimnis Kinderdoping for German public television. Her subsequent work on the subject brought her to Berlin in 1998, where she continued freelance writing for newspapers and magazines, and contributed to a book. She also joined DW-TV as a News Translator and Speaker, and became a Presenter of Germany Today in 1999. Karin is a Canadian native with a German father and a Canadian mother, and represented Canada’s national swim team.

Frank Hilgenfeld Head of Communications, Spokesman Emmvee Photovoltaics GmbH Frank Hilgenfeld is responsible for the communication of a global manufacturer of photovoltaic modules. Before joining the company in 2010, he was in charge

of communication and media relation for a number of companies, Federal Ministries and associations in Germany, the United States, Nepal and Great Britain. Frank also worked as a journalist and still is lecturer of journalism and media economy. He is a trained PR consultant and has studied in Münster, Newcastle upon Tyne (BA) and London (MA). He cuurently lives in Berlin.

Hans Koeleman Director of Corporate Communications, KPN Royal Dutch Telecom Hans Koeleman has been the Director of Corporate Communications at KPN Royal Dutch Telecom since 2007. Prior to taking this position, he held various key positions in the communications field in different sectors, such as retail (Ahold, Albert Heijn) and financial services (Delta Lloyd NV). Hans has studied Dutch Language and Literature, holds an MA in Business Communication and Public Relations, an MBA and a Master’s in Corporate Communication. He has also been active as guest lecturer at various universities and education programs in communications.

He is Regional Coordinator for the EACD in the Netherlands, member of the Board of Logeion, the Dutch Association of Communication Professionals and member of the Board of Esprix, a leading award for Dutch Marketing Communication Campaigns.

Bernard Kuiten Head of External Relations World Trade Organization Bernard Kuiten is Head of External Relations for the World Trade Organization since 2009. He oversees relations with business, civil society, parliamentarians and other international organizations. Previously at WTO, he was responsible for civil society relations and communication. Bernard has also worked as a trade negotiator for both the Netherlands and the EU. He holds a master degree in international economics from the Katholieke Universiteit Brabant, Tilburg. He lives and works in Switzerland since 1999.

Melissa Lamson Founder Lamson Consulting LLC For nearly two decades, Melissa has worked on projects in over 40 countries across a wide range of industries. Her expertise is in global diversity, intercultural management and developing global mindset. Melissa’s clients have included 3M, Cisco, Commerzbank, L’Oreal, Lufthansa, and SAP. She has recently finished her third book, Why [Some] European Companies Fail in the US Market, And How Yours Can Succeed (Due out May 2013). Melissa has lived in Mexico, Spain, France, and Germany, and currently resides in Scottsdale, Arizona, USA. The Wall Street Journal called Melissa, „An award-winning consultant, with an award-winning personality!“ Marie Terese Letorney Founder/Managing Director Ask Your Voice Marie Terese Letorney, Founder/Managing Director of Ask your Voice, is an opera singer with over 20 years of experience singing on renowned European operatic and concert stages and obtained a masters in Management. With this unique combination, Marie developed her innovative method Ask your Voice for all languages which is creative,

effective and of high quality to assist the professional “to optimise their Voice” and “enhance their Persona” to their fullest capacity. Numerous seminars and master classes have been presented in various international corporations, institutions, universities and associations including the European Commission and European Parliament receiving positive and winning results.

Judith Magyar Strategic Communications Director SAP Judith Magyar is responsible for developing and implementing communications programs to support leadership development at SAP. Previously, she managed integrated communications for various SAP leaders including executive board members and regional presidents. An American based at the company’s headquarters in Walldorf, Germany, Judith grew up in Brazil and frequently visits family in Budapest. Judith blogs on a variety of topics such as connected cars, smart cities, and strategic communications.

Andre Manning Vice President & Global Head of External Communications Philips Andre Manning is an experienced communications leader who has held various international communications leadership positions within Philips, for which he has been based in Prague, New York, Andover and Amsterdam. He is currently Vice President and Global Head of Corporate Communications at Royal Philips Electronics.

Ian McNairn Director Innovation and Social Collaboration IBM Ian McNairn is the Program Director Innovation & Social Collaboration in WW Business Integration in the IBM CIO‘s Office. He is a catalyst between innovators and implementers, facilitating the flow of ideas, best practices, standards and leadership and is an evangelist in the social software, collaboration and knowledge management arenas, regularly chairing and presenting at conferences around the world. Ian has lectured on knowledge management, innovation, collaboration and social computing at the Universities of Cambridge, Birmingham, Sheffield, Surrey, Glasgow, Warwick, Westminster, the Chalmers University, Sweden and the IMD Business School, Lausanne Stacey Minton Public Relations Director Celgene International Stacey Minton heads communications and public relations for Celgene in Europe, based in Boudry, Switzerland. Celgene is a biopharmaceutical company with a focus on meeting the needs of people living with rare diseases. Prior to her current role, she held communications roles at Merck Serono, including leading global employee communications and management communications for the 13-member executive board. Stacey has spent the majority of her communications career in healthcare and has worked in nearly every facet of communications, on both the agency side and in-house.

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Thierry Nicolet Senior Vice President Press Relations Schneider Electric France With 20 years of PR experience, Thierry Nicolet leads press relations activities in over 45 countries by setting up and analysing key performance indicators, engineering global robust processes and by providing guidelines, assistance and needed coaching.

Career paths have lead him to European marcom, product management and PR worldwide.

Margaret O’Donnell Head of Digital British Red Cross Margaret O’Donnell is Head of Digital at the British Red Cross in London charged with implementing the vision of being “digital by default, user-centred by design”. She started her career in the technology sector working for Psion, the UK handheld computer manufacturer, making her leap into the non-profit sector just before the dot.com bubble burst.

Margaret is intrigued by online user behaviour and what that reveals about people’s motivations and beliefs. We may know what their user journey looks like, but do we understand why and how we can turn online interactions in to real-life transactions?

Marc Pfitzer Managing Director FSG Marc builds on 20 years of experience as advisor to executives in the private and social sector to help surface new insights and collaborative efforts against our global challenges. Marc has overseen over 70 projects for FSG touching on strategy, programme and organisational design, issue research and evaluation. Marc leads FSG’s corporate Creating Shared Value practice and has led all of the firm’s work in Europe to date. He has presented at dozens of conferences and written on numerous subjects spanning corporate social investment, agricultural development, performance measurement in the social arena, and the mechanics of collaboration. Marc heads FSG’s Geneva office, and engages directly with many of the office’s projects and field trips. Prior to FSG, Marc served as Principal at The Boston Consulting Group (BCG) based in Zürich. Prior to BCG and during his studies, he worked at the World Economic Forum.

Mireille Van Pollaert Manager Vlaamse Infolijn Flemish Infoline Mireille Van Pollaert has been professionally involved with integrated information since 1980. She began her career at the Council of Europe, where she took part in the design and development of a European database for scientific sports research. After that, she started working for the Flemish Government, notably at Bloso, the Flemish sport agency, where she, among other things, founded the Flemish High Performance Sports Agency and the Ombudsman for Elite Sports Unit. Almost 10 years later, she joined the Flemish Ombudsman Service. Analysis of complaints filed with the Ombudsman indicated that people needed one single point of contact for government information.

When the Flemish government decided to establish such a point of contact, she was put in charge. It was the starting point of the Vlaamse Infolijn (Flemish Infoline), which for the past 14 years has been the first contact

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point for citizens and businesses searching for government information Andrea Polo Communication Director Immobiliare.it Andrea Polo is the Communication Director for Immobiliare.it, where he is the head of all aspects of communication at both Immobiliare.it and Facile.it. He began his career in communications at Gruppo Editoriale Giunti in Florence, before moving in 1999 to lead the marketing of Gruppo Editoriale Giunti in Milan. In 2000 he joined eBay Italy where he was responsible for communications and marketing in different categories. By the end of 2003 he was directing the group’s external communications. The campaigns created and executed

by Andrea received several awards including the European Best Event Award and five European Excellence Awards.

Miriam Roemers Director of Communications and Public Relations, European Association of Public Banks Since January 2012 Miriam Roemers has been Director of Communications and Public Relations at the European Association of Public Banks (EAPB). Before that, she was Public Relations Manager (May 2002-December 2011) at the same association. She holds a Master of Arts in Germanic Philology, a post-graduate qualification in Educational Sciences and completed a business administration programme. She started her career in the commercial department of a Japanese multinational, moved on to an American e-commerce company and was also language lecturer at the Chamber of Commerce, VIZO and the University of Antwerp (ICTL). She is a member, amongst others, of the Brussels Chamber of Commerce, the Corporate Communications Community (formerly Belgian Public Relations Centre), of Rotary International and is senator of Junior Chamber International. She also is the Head of the Working Group Finance and Insurance of the European Association of Communication Directors (EACD).

Xavier Roussel Marketing & Communication Director Dole Fresh Fruit Europe Xavier Roussel is Marketing and Communication Director at Dole Fresh Fruit Europe in Hamburg since 2010. He has 20 years of experience in the fruit industry and worked for the last 15 years at Dole Fresh Fruit Europe, the European division of Dole Food Company in various marketing and general management positions in Spain, France and Belgium.

Christoph Rust Manager, European Product PR Honda Motor Europe Ltd Christoph Rust is an engineer by education, who started his professional career in the automotive supplier industry. He has been with Honda for 16 years of which eight have been in the current position. He transformed the traditional PR approach of Honda on a European level into an integrated approach including a focus on lifestyle media and social media.

Caroline Sapriel Managing Director of CS&A International Risk and Crisis Management

Caroline Sapriel is the founder and managing director of CS&A, a specialist risk, crisis and business continuity management consulting firm with global operations. For over 20 years, Caroline has been directly involved in helping organizations anticipate, detect, prevent and mitigate crises across industry sectors internationally. She is a regular speaker at international conferences and is regularly published in books and professional journals on the subject of risk and crisis management. Caroline Sapriel is recognized as a leader in her profession and acknowledged for her ability to provide customized, results-driven counsel at the highest level.

Ulf Santjer Director Corporate Communications Puma Ulf Santjer has been Director of Corporate Communications at Sportlifestyle company PUMA SE since 2011. Prior to his current role, he held several communications related positions at PUMA, such as Public Relations Manager and Deputy Head of Marketing at PUMA Germany. Before joining PUMA, he worked as a journalist and has been continuously engaged as visiting lecturer in the field of Corporate Communications and Sports Management at the Universities of Heidelberg and Leipzig.

Thomas Schultz-Jagow Senior Director od Campaigns and Communications Amnesty International Thomas Schultz-Jagow leads on an integrated strategy for the movement’s global campaigns and communications including responsibilities for editorial, media and digital communications. Thomas is a key spokesperson on campaigns and the Amnesty International movement.

He previously worked at Oxfam GB, where he held the roles of Director of Campaigns and Director of Communications. Prior to Oxfam, Thomas was Director of Communications at the International Secretariat of WWF (World Wildlife Fund) and held senior campaigns and communications roles at WWF Germany, Greenpeace International and Greenpeace Germany. He holds degrees in Political Science and History.

Susan Sheehan Senior Vice President of Communications Nokia Susan Johannsen Sheehan is Senior Vice President of Communications for Nokia where she is responsible for leading the company’s overall communications efforts.

Prior to joining Nokia, Susan worked for a number of years in public relations agencies in the United States, and started her career as a journalist for a daily newspaper. Susan enjoys running marathons and running after her two children.

Gunhild A. Stordalen CEO & Founder GreeNudge Gunhild A. Stordalen is the CEO and Founder of the environmental organisation GreeNudge. Gunhild also serves on the board of the European Climate Foundation, is a board member for the Zero Emission Resource Organization, and is a major driving force behind the Zero Emission Conference, which is Scandinavia’s largest climate conference.

Recently, at the ReSource 2012 Conference

at Oxford University, Gunhild, in cooperation with Smiths Schools of Enterprises and the Environment and The Rotschild Foundation, gathered 250 of the world’s most powerful businessmen, government officials and scientists, including Bill Clinton and Sir David Attenborough.

Listed on Kapital’s 100 most powerful Norwegian women, Gunhild was among the guests to Al Gore’s Climate Reality Expedition to the Antarctica last winter.

Recently, Gunhild was invited to sit on the Norwegian Environment Minister’s advisory council on sustainable urbanization and city planning.

Aurelie Valtat Online Communications Manager Council of the European Union Aurelie Valtat drives the digital communication strategy of the Council of the European Union. She is also President of the Belgian chapter of IABC, the International Association of Business Communicators.

Before joining the European institutions, she was the online communications manager at EUROCONTROL, the European air traffic management agency. She also has previous experience in lobbying, cultural heritage management (at UNESCO’s World Heritage Centre), internal and external communications, and as a freelance journalist.

Dejan Vercic Professor University of Ljubljana Dejan Verčič (Ph.D. London School of Economics, 2000) is Professor at the University of Ljubljana. His most recent books are Culture and Public Relations (2012) and The Global Public Relations Handbook (2009). In 2001 he was awarded the Alan Campbell-Johnson Medal for outstanding service to international public relations by the UK Chartered Institute of Public Relations (of which he is a Fellow). Prof. Verčič served, inter alia, as the chairman of the Research Committee of the IABC Research Foundation and as the President of the European Public Relations Education and Research Association (EUPRERA).

Dr Piet Verheuven Senior Lecturer & Researcher ASCoR Dr Piet Verhoeven is a senior lecturer and a researcher at the Amsterdam School of Communication Research (ASCoR) at the department of Communication Science of the University of Amsterdam. His research involves topics such as corporations in the media, the framing of issues in the media and the consequences for knowledge levels of individuals and society. Verhoeven started his career as a Scientific Researcher following several positions in corporate communications, including a role in which he coordinated the strategic rebranding of Amsterdam Schiphol airport into an international brand.

Anne Villemoes Head of Communications Danish Crown Anne Villemoes has spent the last years changing the reputation of one the largest companies in Denmark.

Prior to that she has worked as special advisor for the Minister for Food, Ag-

riculture and Fisheries and as Head of Press for the Danish Consumer Council.

She has a background as a journalist in TV and for the largest national newspaper in Denmark.

Inge Wallage Communications Director, Greenpeace International Inge Wallage has been Communications Director for Greenpeace International since March 2009, and is responsible for campaigning and organisational communications. Her 20-year professional experience includes international organisational communications, strategic media relations, crisis/issues management, PR events, speakers’ management, internal communications and brand management.

Inge worked for Motorola, Plilips Electronics, P&O Nedlloyd and Statoil and led the Dutch branch of Burson-Marsteller: Inge thrives on contributing to change through communications, loves connecting with people and always has a novel with her.

Tom Watson Professor of Public Relations Bournemouth University Tom Watson is Professor of Public Relations in The Media School at Bournemouth University, UK. Before entering academic life, Tom’s career covered journalism and public relations in Australia, the UK and internationally. He ran a successful public relations consultancy in England for 18 years and was chairman of the UK’s Public Relations Consultants Association (PRCA) from 2000 to 2002. Tom is a Fellow of the Chartered Institute of Public Relations and Founding Fellow of the PRCA. He also researches and writes on the history of public relations and established the International History of Public Relations Conference in 2010. With Paul Noble, he wrote Evaluating Public Relations which was published in 2005 by Kogan Page and has been translated into Russian, Korean and Japanese. A revised third edition will be published later this year.

Ansgar Zerfaß Professor of Communication Management Universität Leipzig Prof Dr Ansgar Zerfass is Professor of Communication Management at the University of Leipzig, Germany, and Professor in Communication and Leadership at BI Norwegian Business School, Oslo, Norway. He is author and editor of 30 books and numerous articles on corporate communication and holds a university degree and doctorate in business administration and a postdoctoral lecture qualification in communication science. Before joining academia, he worked for more than ten years in management positions at various companies and institutions. Zerfass is also executive director of EUPRERA, the European Public Relations Education and Research Association, and lead researcher for the European Communication Monitor.

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Partners The European Communication Summit 2013 is hosted by the European Association of Communication Directors (EACD) and Communication Director Magazine. The hosts gratefully thank the following partners for their support: APCO Worldwide 47 Rue Montoyer 5th Floor 1000 Brussels Belgium Tel: +32 2 645 9811 Fax: +32 2 645 9812 www.apcoworldwide.com

Edelman 105 Victoria Street Bressenden Place SW1E 6QT London United Kingdom Tel: +44 (0) 203 047 2000 Fax: +44 (0) 203 047 2507 www.edelman.com

Freestyle Interactive Harwoods House Banbury Road Ashorne Warwickshire CV35 0AA United Kingdom Tel: +44 1926 652832 Fax: +44 7973 746033 www.freestyleinteractive.fr

Grayling Portland House Bressenden Place SW1E 5BH London United Kingdom Tel: +44 (0) 207 932 1850 Fax: +44 (0) 207 932 1899 www.grayling.com

Ipsos MORI 79 – 81 Borough Road London, SE1 1FY United Kingdom Tel: +44 (0) 20 7347 3000 www.ipsos-mori.com/reputation

Kantar Media 60 avenue du Général de Gaulle Puteaux, 92046 – Paris La Défense, France Tel: +33 (0) 147 671 700 Fax: +33 (0) 147 671 833 www.kantarmedia.com

Meta Communication International Solmsstrase 4 60486 Frankfurt/Main Germany Tel: +49 (0) 69 7430 39-0 Fax: +49 (0) 69 2332 76 www.metacommunication.com

Radley Yeldar 24 Charlotte Road, London, EC2A 3PB United Kingdom Tel: +44 (0)20 7033 0700 Fax: +44 (0)20 7033 0800 www.ry.com

RiiR (Risk2Reputation) Workshop 4, Royal Victoria Patriotic Building, John Archer Way London, SW18 3SX United Kingdom Tel: +44 (0) 208 877 3314 Fax: +44 (0) 208 877 2702 www.risk2reputation.com

Quadriga University of Applied Sciences Werderscher Markt 13 10117 Berlin Germany Tel: +49 (0) 30 4472 9400 Fax: +49 (0) 30 4472 9300 www.quadriga.eu

USI Università della Svizzera italiana Communication Management l Executive Education Via Giuseppe Buffi 13 CH-6900 Lugano Switzerlands Tel: +41 58 666 46 02 Fax: +41 58 666 47 39 www.cm-exed.usi.ch

VIM Group Olympisch Stadion 6 1076 DE, Amsterdam Netherlands Tel: +31 (0) 20471 1635 Fax: +31 (0) 54153 0307 www.vim-group.com

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T H E E U R O P E A N C O MMU N I C AT I O N S U MMI T

Services Terms & Conditions

Locations

Discounted prices

SQUARE

ALBERT HALL

The SQU ARE is lo cate c ate d in the th e vib rant Mo nt de s Arts c ultural q uarte r in th e he art o f Brusse ls. Th e ve nue o p e ne d in Se pte m b e r 2009, SQ U ARE is an inspiring insp iring ve nue fo r th e 2013 Sum m it:

Lo c ate d ne arb y to the Euro pe an He adq uarte re s, Brusse ls’ Alb e rt Hall will b e the ve nue fo r o ur Euro pe an Co m m unicatio n Award 2013, as we ll as o ur Gala ce le b ratio n into th e night afte rwards.

The SQU ARE rue Mo nt de s Arts B-1000 Brusse ls, Be lgium

Alb e rt Hall Co m ple x Ch ausé e de Wavre 649-651 B-1040 Brusse ls, Be lgium

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.

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

Photo: A2RC ARCHITECTS - B.Struelens

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:

Contact

* 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.

Vanessa Eggert EACD Co o rdinato r

Sebastian Lang Pro gram m e Co o rdinato r

Dennis Schultz Partic ip ant Manage m e nt

Contact European Communication Summit 37, Sq uare de Me e ûs • B-1000 Brusse ls Te l +32 (0) 2 219 22 90 • Fax +32 (0)2 ( 0) 2 219 22 92 info @co m m unic atio n-sum m it.e u www.co m m unic atio n-sum m it.e u

Norman Wittig Partne r Manage m e nt

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

T H E 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 CORPORATE COMMUNICATION A N D PUBLIC RELATIONS

EUROPEAN

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COMMUNICAT ION SUMMIT

Fax +32 (0)2 219 22 92

I would like to attend the European Communication Summit on June 27th and June 28th, 2013 in Brussels.

I wo rk as a Co m m unic atio n Dire c to r, Co m m unic atio n/ PR Manage r o r Spo ke spe rso n fo r a co m pany, asso ciatio n o r NGO , o r in the fi e ld o f po litic s. I am no t a m e m b e r o f th e Euro p e an Asso ciatio n o f Co m m unicatio n Dire cto rs and do no t wish to apply fo r m e m b e rship this tim e . Conference fee: 1,920 Euro* I wo rk as a Co m m unic atio n Dire c to r, Co m m unic atio n/ PR Manage r o r Spo ke spe rso n fo r a co m pany, asso ciatio n o r NGO , o r in the fi e ld o f p o litic s. I wo uld like to b e c o m e a full m e m b e r o f the Euro pe an Asso ciatio n o f Co m m unicatio n Dire cto rs (m e m b e rship fe e 140 Euro ** p e r ye ar) and h e re b y o ffi c ially ap p ly fo r full m e m b e rship. Conference fee: 960 Euro* I am a full m e m b e r o f th e Euro p e an Asso c iatio n o f Co m m unicatio n Dire cto rs. Conference fee: 960 Euro* I will no t b e ab le to atte nd th e Euro p e an Co m m unic atio n Sum m it 2013.

I will no t b e ab le to atte nd th e Euro p e an Co m m unic atio n Sum m it 2013 b ut I wo uld like to b e co m e a full m e m b e r o f th e Euro p e an Asso c iatio n o f Co m m unicatio n Dire cto rs (annual m e m b e rsh ip fe e : 140 Euro **) and h e re b y o ffi c ially ap p ly fo r m e m b e rship.

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* Inc lude d in the participant’s fe e is acce ss to all parts o f the co nfe re nce Pro gram m e e as we ll as to th e e ve ning re c e p tio n “Euro p e an Co m m unic atio n Award”. Pric e s do no t inc lude VAT. ** e xc l. VAT; ple ase se e co nditio ns o f m e m b e rship o n www.e acd-o nline .e u; ple ase no te th at th e annual m e m b e rsh ip fe e o f 140 Euro is no t inc lude d in th e c o nfe re nc e fe e o f 920 Euro . *** All fi e lds are m andato ry

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Ulf Santjer Puma

Thomas Schultz-Jagow Amnesty International

Susan Sheehan Nokia

Gunhild A. Stordalen GreeNudge

Aurelie Valtat Council of the European Union

Dejan Vercic University of Ljubljana

Dr. Piet Verhoeven ASCoR

Anne Villemoes Danish Crown

Frank Hilgenfeld Emmvee Photovoltaics

Tom Watson Bournemouth University

Ansgar Zerfaß Universität Leipzig

THE EUROPEAN COMMUNICATION SUMMIT 2013 IS HOSTED BY

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Magazine for Corporate Communications and Public Relations

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