ICCO Global Summit - New Delhi 9-10 October 2014


Thursday, 9 October 2014

09:30 - 10:00
Registration and Coffees
10:00 - 10:15
Welcome & Introductions with David Gallagher

David Gallagher

10:15 - 11:00
Summit address
Worldwide communication for Asian multinationals: PR’s next big thing? with Bob Pickard 

Bob Pickard 

Almost 200 companies on the Fortune 500 list are now from Asia, but most of these rising multinationals - notably the nearly 100 based in China - remain relatively unknown outside their home regions. This next generation of worldwide titans are now wondering whether and how to use public relations to help build global brands, representing one of the industry’s biggest commercial opportunities. This new wave of companies will become world famous for the very first time in a social media age, but their embrace of PR as a critical corporate function is by no means a foregone conclusion. With Asia the world’s emerging centre of economic gravity, the region will be a critical battleground for the future of international public relations.

11:00 - 11:45
Summit address
[Un]common Sense: 10 Rules of Doing PR in Emerging Markets with Robert Holdheim

Robert Holdheim

Robert Holdheim has spent the past five years overseeing Edelman operations in emerging markets – first as MD of the firm’s Indian operations, now as CEO of a sub-region encompassing South Asia, the Middle East and Africa. His experience has been alternately engaging, exciting, fulfilling, aggravating, enraging, mind-blowing and exhausting – but never boring. Rob summarizes his re-education in 10 helpful hints that agencies might want to consider when navigating the uncharted waters of emerging market PR.


11:45 - 12:00
Coffee break & Networking
12:00 - 12:45
Summit address
The relationship between ‘brand purpose’ and ‘brand communication’ with Ian Rumsby

Ian Rumsby

Do all communications have to be purposeful? What can we learn about ‘purpose’ from how we manage our own lives?

How are these lessons applicable to companies and their brands, as well as other public organisations and institutions? Brands are often described as ‘making a promise’ to their consumers and other stakeholders. But do they also have to ‘provide a purpose’? If so, is that purpose the same as the promise or something quite different?

12:45 - 13:30
Keynote address
Improvise: Unconventional Career Advice From an Unlikely CEO with Fred Cook

Fred Cook

Before joining the corporate ranks at the age of 36, he talked his way into a job as a cabin boy on a Norwegian tanker; peddled fake Italian leather goods to unsuspecting tourists, ran a rock-and- roll record company, started a service chauffeuring drunks home from bars; worked as a doorman at a five-star hotel; substitute-taught in Los Angeles’s worst schools; and winged it as a novice tour guide. During his career, he’s been ignored, lost, punched, flunked, fired, divorced, and arrested.
​In the beginning, Cook lacked all of the customary credentials associated with being a CEO. He barley graduated from a mediocre college, never took a business course, had no corporate connections, didn't own a suit and rode a motorcycle. But along the way, he picked up skills - in people-management, problem-solving, and most importantly, improvising - that ultimately led to a surprisingly rewarding career.


13:30 - 14:30
Buffet lunch
14:30 - 16:00
Panel discussion
The Rise of Asian PR with Jean-Leopold Schuybroek; Madan Bahal; Satoshi Sugita; Sunil John; John Russell    

This expect panel will feature speakers from the main markets in the Asia-Pacific region discussing various aspects of their PR practice, including: 

How to reach out to the local audience? 

What are the challenges and opportunities that these markets are currently facing?

How do you establish a successful PR business in those markets? 

Can Asian PR firms compete globally? 


16:00 - 16:15
Coffee break & Networking
16:15 - 16:45
A Virtual Union Among PR Agencies in the Digital Environment with Jae-Kook Lee

Jae-Kook Lee

Previously there were many efforts to form a network among PR agencies in Asia. One way was to form MOUs between two independent groups. However, multiple MOUs were not highly effective, ending up as superficial groupings. This is primarily caused by lack of information sharing due to differences in culture, language and geographical area. As a solution for a firm Asian PR network, Medicom would like to present the ‘alldependent’ based on a new form of digital network model. For the past years, Medicom continuously researched and experimented various social media based communication tactics through SNS platform development, big data analysis report and other related activities. And early this year Medicom developed the ‘alldependent’ as to create a group based social intranet system.

16:45 - 17:15
Summit address
Public Affairs In India: New Dimensions, New Equations and New Debates with Deepak Talwar

Deepak Talwar

There is a newness to India with a new government that wishes to re-affirm the significance of this market and its culture. While many on-ground challenges remain the same, to realise the potential of this nation and of a business is probably the biggest challenge. 

How does one find a voice or a say in the new debates? How do you assess and analyse information? Where are the pressure points? Are the corridors of power the only means to be heard or to express ones view on policy?

In this key note, Deepak Talwar intends to demystify the maze of doing business in a revitalised India. He will address the many questions that are now on the minds of foreign investors and corporations that have already set foot in India.


17:15 - 17:45
Panel discussion
The India Story: Challenges and Opportunities with Sharif Rangnekar; Sanjaya Baru; Santosh Desai; Sukumar Ranganathan; Gautam Paul  

India poses perhaps one of the most diverse singular markets in the world. The complexities range from language to consumption, from media to mediums, from religion to castes and so on. This singular market makes India a world in itself, something that global MNCs have witnessed when they globalised and experienced different parts of the world. How does one traverse ones way through such a market? What are the challenges? What are the opportunities? Is India a case study? Can the world learn from it?

17:45 - 18:15
Summit address
Getting the Talent We Deserve with Glenn Osaki

Glenn Osaki

The PR industry in Asia has long been complaining about the difficulties of recruiting and retaining talented professionals, but Glenn Osaki of MSLGROUP believes there is a dramatic change ahead.  

The PR agency shift toward a more integrated and channel-agnostic approach will affect the work we do and the budgets clients are willing to pay us.  It will also raise the bar for professionalism and demand that we prove the impact on our clients’ bottom line. Osaki talks about the implications on talent for our industry, and how today’s challenges will usher in a new and diverse set of highly qualified talent who will impact the industry in the years to come. 

18:15 - 18:20
Closing Remarks
18:30 - 20:00
PRCAI Drinks Reception

Friday, 10 October 2014

09:30 - 10:00
Registration and Coffees
10:00 - 10:30
Panel discussion
The Global War for PR Talent with Glenn Osaki; Andrey Barannikov; Majdi Al-Ayed; Amith Prabhu
10:30 - 11:00
Summit address
The Business Impact of Influence with Madhuri Sen

Madhuri Sen

- How tangible is the business impact of influence? 

- How do paid platforms rate against the organic ones? 

- Data is as data does? 

Waggener Edstrom made a name for itself in the PR business by focusing on integrated influence consulting through leveraging owned, earned and shared audience influence platforms, leading it to become the second largest independent agency in the world. Their Indian MD Madhuri Sen will share the agency experience and provide valuable insight into the economics of influence. 

11:00 - 11:30
Summit address
Fast Growth in Media Evaluation Driven by PR's Coming of Age with Jeremy Thompson

Jeremy Thompson

As the industry model changes, measurement is becoming increasingly important, which is manifested in the rise of global measurement programmes. Many agencies and clients have come to realise that data and analytics provide valuable insights to inform opinion, and the evolution of digital made evaluation and measurement tools more accessible than ever. How can the PR industry progress from accepting the broader principles and importance of evaluation to adopting existing frameworks? And what lies ahead for measurement and evaluation in the communications industry?




11:30 - 11:45
Coffee break & Networking
11:45 - 12:15
The Future of Business Citizenship: A Roadmap to Connecting Business Needs and Millennials' Expectations with Nidhi Makhija-Chimnani

Following the success of the  Millennial Compass  launched earlier this year, MSLGROUP brings you their new 17-country study of younger generation's views around active citizenship - how they define it, what resonates and what doesn't, how it differs by country and most importantly, how it will impact business. 


At nearly 2 billion, Millennials are a force to be reckoned with. In 15 years, they will represent 70% of the workforce. They already play a growing political and economic role today. They’re fully empowered by the digital & social reinvention of everything. Disintermediation, our new norm, is a given for them. Businesses need to catch up, transform, and partner with this generation, if they want to survive. And PR definitely plays a role in this change. 


What better to way to understand what Millennials want, than through the words of a Millennial herself?


Free copy of the study findings will be provided for all ICCO Summit attendees.

12:15 - 13:00
Transformation is 24/7. How do global communications professionals deal with this new reality? with Mark Mortell; Richard Wergan

How adaptability, flexibility and a clear vision are essential for global businesses to manage integrated global communications.

A global perspective from Richard Wergan  Global Head of Brand, Communications & Digital, Royal Philips and Mark Mortell Global Leader OneVoice.

13:00 - 14:00
Buffet lunch
14:00 - 15:30
Panel discussion
What is PR's biggest challenge? with David Gallagher; Pascal Beucler; Radhika Shapoorjee; Jurgen Gangoly

From real-time engagement issues to the perceived lack of creativity, sometimes it feels that the PR industry is being challenged from all fronts. We have assembled a panel of international PR experts to discuss and debate what poses the biggest threat to PR, and how it can be successfully overcome. 

15:30 - 15:45
Coffee break & Networking
15:45 - 16:15
Partners in International Communications with Donna Zurcher

Donna Zurcher

The world, which some say is getting smaller, continues to grow in throwing down challenges and opportunities for those of us involved in the communications industry and delivering international PR programmes.   New markets are emerging, geographic boundaries expand and local knowledge within international programmes is becoming integral to communications success.   This session explores the development of networks including what clients are seeking, the benefits, the selection of consultancies and the components of creating the ideal partner in international communications.

16:15 - 17:00
Panel discussion
Social Media: The Game Changer. Current Status, Trends, Perspectives with Maxim Behar; Christina Forsgard; Paarul Chand; Nitin Mantri
17:00 - 17:30
Young PR Lions 2014 Winners Presentation with Tetsuya Umeda; Yuichiro Joshua Okada; Pascal Beucler

In 2014, the renowned Cannes Lions International Festival of Creativity launched the Young PR Lions competition in partnership with ICCO. 

The Young PR Lions competition saw 14 countries sending their pre-selected teams of two PR professionals under the age of 28 to Cannes this year. During the main competition in Cannes teams were given a brief from United Nations Office on Drugs and Crime (UNODC), and given 24 hours to create an effective and creative PR campaign for the organization’s ‘Blue Heart Campaign’ against Human Trafficking.

The winning team from Japan will present their campaign to ICCO Summit delegates, and will discuss the future direction of PR with Young PR Lions 2014 judges Michael Frohlich and Pascal Beucler. 

17:30 - 18:00
Public Relations are the Poetry of Capital with Bozidar Novak

Bozidar Novak

18:00 - 19:00
Closing Remarks and Farewell Drinks