Thursday, 5 October 2017

09:00 - 09:20

Opening remarks

Elise Mitchell, CEO, Mitchell and Dentsu Public Relations Network; Vice President, ICCO
Francis Ingham - Director General, PRCA UK & MENA; Chief Executive, ICCO
Maxim Behar - Vice President, ICCO; CEO, M3 Communications Group
Sari-Liia Tonttila, Senior Advisor of Ahjo Communications 

09:20 - 09:55

Keynote: The Future of Communications: Right Here Right Now

What does the agency or in-house function of the future look like, what are its services and what kind of talent will it employ?  Ketchum CEO Rob Flaherty will show us that future with current examples from several agencies and companies because, while no one company has all aspects of the future function, many have some of the cutting-edge services. As author William Gibson said, "The future is already here, it's just unevenly distributed."  In Helsinki we will see it all in one place and you will be able to assess how ready you are for that future. 

Rob Flaherty - Chairman and Chief Executive Officer, Ketchum

09:55 - 10:25

The New CCO in a (dis)Connected World

There is a growing sense of alienation and division in a world where making connections is easier than ever. Paradoxically, technological advancements that empower connection at the click of a button also contribute to a growing sense of isolation. In many developed countries, a shrinking middle class, growing income inequality and a breakdown of local communities are exacerbated by media echo chambers and tech-enabled silos that impede interaction between people who have differing worldviews. Using the Page Model and The New CCO report as frameworks, Roger Bolton will describe how the CCO can help business drive positive change in this dynamic environment.

Roger Bolton - President, Arthur W. Page Society

10:25 - 10:55

Coffee

10:55 - 11:25

12 Myths of Integrated Comms

There is a lot of hearsay around integrated communications and what we should be doing as an industry. This presentation highlights the key myths.

John Brown - Head of Engagement, Hotwire

11:25 - 12:05

Insights from Asia Pacific

Andrew Laxton - EVP, International Strategy & Managing Director, Europe, Racepoint Global
Carol Chan - Founder, Comms8
James Brasher - Partner and Director, Rice Communications
Nitin Mantri - Business Partner and CEO, Avian Media

12:05 - 12:25

Leading from the Back: Why Pushing Beats Dragging Every Time

In the agency world, it is often said that we can only be as good as our clients only allow us to be. “If only our clients were braver”; “if only our clients would let us try this.” This is the usual refrain of agency folk who have never experienced the joys of working in-house, and are blissfully unaware of the drivers of that conservative behaviour. Clients, meanwhile, are often heard to complain that their agencies do not challenge them, or are insufficiently proactive. Can both be true? Jon Meakin argues that account teams are all too keen to drag clients forward, but often in directions they don’t want to or aren’t ready to go. He makes the case for continual agency innovation, and its practical application. He reveals the formula for acceptance of ‘the new’ by even the most conservative of clients – and the mutual success that follows.

Jon Meakin - Global Head of Strategic Services, Grayling

12:25 - 12:40

Lessons in Reputation from the UK’s #1 Classifieds Website

Operating a traditional classifieds ‘open’ eCommerce model poses unique challenges, particularly as the sharing economy continues to evolve to embrace new technologies and experiences. Gumtree Head of Comms Fergus Campbell will show how the 17-year-old, eBay-owned, classifieds leader is creating reappraisal of the brand, by engaging on multiple fronts, to do justice to the present day reality of the brand.

Fergus Campbell - Head of PR, Gumtree.com

12:40 - 13:40

Lunch

13:40 - 14:15

Retaining Talent: Who's the Problem? Us or Them!

This session will look at solutions to the talent retention conundrum – and produce practical take-aways, route maps and approaches based on best practice that agencies can use to achieve a return on the investment they’ve made in their talent, grow their business and encourage a more diverse range of high-performing individuals to join, stay and aspire to the top jobs.

· Best practice in retaining talent

· How to address the challenges of flexible working

· Understanding of what motivates rising stars to stay or go

Kaija Pohjala - CEO, Leadership & Business Coach, Cocomms Oy Ltd
Lindsay Paterson - Executive Coach, Coaching Consultants
Loveday Langton - Group HR Director, Hotwire

14:15 - 14:35

Cultivating Entrepreneurship

Rachel Bell talks about the key to developing a culture of entrepreneurship, how to harness talent and setting a framework for commercial success. 

Rachel Bell - Chairman and Founder, Shine Communications

14:35 - 15:10

M&A as a Growth Strategy for PR Firms

Darwin called it survival of the fittest. Today’s strong public relations firms are strategically focused and are not just surviving; they are thriving. They are thriving both by organic growth and strategically acquiring not only other PR firms, but a variety of other types of marketing communications firms to strengthen their offering and expand their client relationships. Not so long ago, PR firms thought of M&A solely as an exit opportunity, but today’s industry leaders are finding tremendous success by moving away from that line of thinking and exploring how acquisitions can take their business, revenue and reputation to the next level: a 1+1=3 strategy. This session will discuss what is leading PR firms to enter and succeed in implementing an acquisition strategy and how they are doing it. Special attention will be given to mergers and strategic alliances, as many firms based outside of the United States seek to expand into the lucrative U.S. market.

Brad Schwartzberg - Co-Chair, Corporate Practice Group, Davis & Gilbert
Michael Lasky - Co-Chair, Public Relations Practice Group, Davis & Gilbert

15:10 - 15:40

Coffee

15:25 - 16:05

Uncovering Key Metrics; Measuring What Matters

+ Introducing the 'PR Professionals Definitive Guide to Measurement Vol. III'

Richard Bagnall - Chairman, AMEC | CEO, PRIME Research UK

15:40 - 15:55

Media Intelligence in Transition

How the new media landscape changes the way communications professionals conduct media monitoring and analysis.

Marjukka Nyberg - Founder, M-Brain

16:05 - 16:25

Making Integrated Marketing a Reality

Richard Bagnall - Chairman, AMEC | CEO, PRIME Research UK

16:25 - 16:45

Global Public Relations and Communications Insights

Paul Holmes - Former CEO, The Holmes Report

16:45 - 17:00

Closing Remarks

Elise Mitchell - CEO, Mitchell and Dentsu Public Relations Network; Vice President, ICCO

Friday, 6 October 2017

09:00 - 09:10

Opening Remarks

Elise Mitchell - CEO, Mitchell and Dentsu Public Relations Network; Vice President, ICCO

09:10 - 09:45

Keynote: Innovate – Engage – Evolve: Leadership Amid Disruption

The rate and pace of technology-enabled innovation is accelerating, and along with it, the rate and pace of disruption. These two phenomena – innovation and disruption – are inextricably linked, a fact that presents serious new challenges for communications leaders. To address them successfully, we must combine the power of technology with the very best of what it means to be human. Only through that combination can we ensure that technological transformation will benefit everyone – our organisations, customers, and society as a whole.

Aedhmar Hynes - Chief Executive Officer, Text100 Global Communications

09:45 - 10:00

Industrial Revolution 4.0

How can PR professionals prepare, evolve and thrive in a new world dominated by Artificial Intelligence?

Katie King - Director of Transformation, Digital Leadership Associates; Founder, Zoodikers

10:00 - 10:20

Global Trends from the World PR Report 2017

Francis Ingham - Director General, PRCA UK & MENA; Chief Executive, ICCO

10:20 - 10:40

Coffee

10:40 - 11:00

On Purpose, How Brands Are Doing Right, Right

Now more than ever before global brands are being judged, rated and sometimes berated for how they conduct their business. Seemingly banal content intended for internal audiences – everything from policies, procedures, values and business practices – is at risk of being unmasked and exposed to external audiences by their own hand or by others. At the same time, the ubiquity of data and IoT has created a more purpose-driven marketplace where companies have an opportunity to authentically lean into the what’s trending in the cultural zeitgeist and communicate the social purpose behind their brands. Increasingly, the most effective way to do this is through purposeful “story doing,” not just story telling. This talk will take an in depth look at which brands – from Tom’s to Leesa Sleep to KIND – that are effectively deploying a purpose-based narrative to drive both social impact and profit. The speaker will also talk about how his agency is re-positioning itself to become more purpose driven for its staff and clients alike. 

Aaron Kwittken - Global Chairman + CEO, Kwittken; Regional President – Americas, ICCO

11:00 - 11:20

The Purpose Backlash

More and more brands aspire to address social issues and take a stand in their communication. How is it that some purpose driven campaigns succeed, while others are criticized, scorned or hijacked? What’s the next step for companies and organizations that want to drive positive change with integrity, credibility and relevance? How can brand owners govern risks, manage crises and utilize conflicts in the new media reality? And what kind of agency is best equipped to lead the way?

David Orlic - Deputy CEO & Head of Innovation, Prime & United Minds

11:20 - 12:00

Innovation + Influencer Marketing

Working with Influencers and Key Opinion Leaders has been a part of PR for decades. But today’s obsession with social influencers has also led to an explosion of tech companies offering solutions to do Influencer Marketing at scale. Can software replace the people skills we’ve relied on in the past? Let’s examine some key trends in influencer tech via an open discussion with these SAAS companies.

Candace Kuss - Director of Social Media, H+K Strategies
Jari Lähdevuori - Creative Director / Co-Founder / COB, Kurio // The Social Media Age(ncy)
Joanne Burford - Niche EMEA Community Manager, Twitter

12:00 - 12:35

How Marketing Automation Can Create an New and Sustained Revenue Stream for Your Firm

A case study of how one firm embraced marketing automation technology and built a practice area around it that fuels ongoing revenue for the agency. From strategy to technology to ongoing support, learn how one firm's investment is paying off big. As a firm focused on B2B tech clients, Arketi was one of the first agencies to embrace marketing automation as a service offering. A decade ago the agency leaders committed to using the technology and evangelizing it among clients and prospects. We will discuss how Arketi built a methodology around marketing automation – the concept, not just a single tool – and how that methodology has resulted in ongoing revenue from clients who depend on us to help execute lead generation and lead nurture campaigns. Today, the marketing cloud is both well accepted and a hot topic, with analysts projecting that by 2017, the CMO will be spending more on IT than the CIO. So the time has never been better. During this session, we will also touch on what's next in terms of marketing technology that agency owners needs keep an eye on.

Mike Neumeier - Principal and Co-Founder, Arketi Group
Rory Carlton - Principal and Co-Founder, Arketi Group

12:35 - 13:35

Lunch

13:35 - 14:05

Creativity – Why Everybody Wants It, But Just a Few Truly Catch It

Hanning Kempe - Managing Director, FleishmanHillard Germany

14:05 - 14:25

The Importance of Ethics: Lessons from the PRCA UK Expulsion of Bell Pottinger

Ben Smith - Founder, PRmoment
Francis Ingham - Director General, PRCA UK & MENA; Chief Executive, ICCO

14:25 - 14:40

Principles of PR Ethics in Social Media

The Austrian code of ethics for digital communication. An example for national guidelines promoting ethical and professional social media communication. The cases and problems leading to its development.

Juergen Gangoly - Managing Director, The Skills Group; ICCO Regional President - Europe

14:40 - 15:00

Alternative Facts & Fake News: How the PR Profession Has Overlooked The Consumer Generated Content Groundswell

The US Presidential election might be the current most extreme example of “fake news” and “alternative facts” influencing public behaviour, but as a PR profession we have many hard lessons to learn about managing communications in this new environment. We’ll explore in this session the impact consumer-generated media is having on the profession and our work, and look at some case studies of organisations using consumer generated content to achieve their outcomes.

Daniel Lemin - Strategist, Convince and Convert

15:00 - 15:20

Coffee

15:20 - 15:50

Fake News and the Misinformation Ecosystem

The fundamentals of western democracies are being challenged by new ways of influencing the public opinion: fake news, trolls, infowar, algoritms. Public relations industry needs to understand what the hybrid media landscape is bringing to the table.

Christina Forsgård, Communications Consultant, Netprofile Finland

Dr. Vilma Luoma-aho, Professor of Corporate Communication, University of Jyväskylä

Mika Aaltola, Director, Global Security Research Programme, The Finnish Institute of International Affiars

Jarno Limnell, Professor of Cyber Security, Aalto University

Maxim Behar, CEO, M3 Communications Group

15:50 - 16:00

Closing Remarks

Elise Mitchell - CEO, Mitchell and Dentsu Public Relations Network; Vice President, ICCO