Wednesday, 7 October 2015

19:00 - 21:00
Informal networking drinks at the Hotel Excelsior Gallia.

For those who arrive early and want to enjoy a drink? Come join us for an informal complimentary reception at the Hotel Excelsior Gallia.

Thursday, 8 October 2015

08:45 - 09:15
Registration & Coffeee

Arrival and registration - coffee and tea will be served.

09:15 - 09:25
Introductions with Francis Ingham 

Francis Ingham 

ICCO Chief Executive, Francis Ingham will officially open the ICCO Global Summit 2015.

09:25 - 09:35
Welcome to Italy with Giuliano Pisapia, Mayor of Milan

Giuliano Pisapia  Mayor of Milan

09:35 - 10:05
"PR needs more balls!" with Fred Cook

Fred Cook

Fred Cook is chief executive officer of Golin and is responsible for key client relationships, strategic planning and managing the firm. Fred has been with the agency since 1986 and served as managing director of the western region and chief client officer. Fred architected the agency’s new model, g4, which integrates strategy, creativity and engagement into one seamless package that is delivered to clients. He is also committed to ensuring that GH provides a rewarding, challenging career for the best PR professionals in the business

10:05 - 10:45
Panel discussion
The Talent Integration Game, Decoded with Aaron Renner Kwittken Maxim Behar Rachel Bell

Historically, PR agencies recruited, trained and cultivated talent to be a jack of all trades — writers, media pitchers, event coordinators, researchers, project managers, etc. Is that still possible in today’s omni-channel environment with new roles and services including social strategy, community management, content creation, experiential, data analytics, etc. Will agencies have to have more teams comprised of specialists?

10:45 - 11:00
Coffee break
11:00 - 11:30
Visual Thinking in PR with Candace Kuss

Candace Kuss

Creativity is without doubt a defining factor for the PR agency of the future. But defining what creativity means on a practical level is harder.  Art Direction is a core skill in ad agencies, but much less common in PR. This talk will explore bringing concepts to life visually and how that expertise can expand PR creativity. Candace started her career as an art director and believes Art, Copy & Code are the ingredients we need to produce ideas to believe in.

Candace leads social media across sectors for the UK and works with the digital leadership in the global H+K network. With the rise in social platforms, understanding how to use technology for effective and creative communication is a vital element to meeting client's business goals. Candace is a member of the WPP Digital Advisory Board for Europe, a blogger and a frequent speaker at creative and communication technology conferences.

11:30 - 12:00
How can PR agencies profit from digital change? with Andreas Fisher-Appelt

Andreas Fischer-Appelt, Global Chairman of PROI Worldwide and owner "FischerAppelt AG" (born 1964) , one of the largest German agency groups with agencies in the field of PR, advertising, TV production, design, strategic consulting and digital communications. The agency network was founded in 1986 and is nowadays one of the leading communication groups in Germany. The agency has more than 280 employees, a fee income of € 31.8 Million in 2011 and offices in Hamburg, Berlin, Stuttgart, Dusseldorf, Cologne, Munich and Frankfurt.

12:00 - 12:15
Cannes Lions: How can my agency become a Lion? with Fiorenza Plinio

Fiorenza Plinio

The Cannes Lions International Festival of Creativity is a global event for those working in the creative communications and related fields. How can my agency become a Lion? 

12:15 - 13:00
Panel discussion
Africa - the last frontier for the PR industry? with Jean-Leopold Schuybroek, Yomi Badejo, Janet Kimani, Nicola Nel, Natalie Maule

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

Current state of play of the PR industry in Africa

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? 


13:00 - 14:00
Buffet Lunch & Networking
14:00 - 14:30
"PR is not dead but don't get complacent" with Colin Byrne

Colin Byrne

Colin Byrne is UK&EMEA CEO of Weber Shandwick and a member of its global management team. Colin is recognised as one of Europe's most respected and experienced PR and communications professionals - ranked in the top ten in the UK by PR Week magazine - with over 30 years experience spanning corporate communications, public affairs, politics and NGOs. 

14:30 - 15:00
Steer Left. Turn Right. How Smart Risk Drives Business with Elise Mitchell 

Elise Mitchell 

Innovation is a critical skill in today’s ever-changing business environment.  If you’re not innovating, you risk falling behind.  But many business leaders still avoid investing in innovation because they think their margin for error is too slim or they lack confidence in their ability to read the tea leaves – which of their bets will be a resounding success, and what’s going to be a dismal failure? Taking risk is vital for innovation and growth, and your chances of success often are greater than you think. So how do you know when to pass, and when to go for it?  I’ll share a few practical innovation essentials that will help you take smart risk to drive your business forward.

15:00 - 15:30
Barcelona Principles 2.0 with Dr. David Rockland 

A new framework for measuring the performance of communications has been launched, with an aim of reflecting the changing media landscape. The Barcelona Principles 2.0 was developed by AMEC in conjunction with ICCO among other organisations. Dr. David Rockland Part/CEO, Ketchum Global Research & Analysis is responsible for the agency’s research, measurement and analytics products and services called Ketchum Global Research & Analytics (KGRA). 

15:30 - 16:00
How to set up a PR Academy and develop your own talent with Donna Zurcher

Donna Zurcher

Donna Zurcher is Managing Partner of Instinctif Partners, the leading business communications consultancy, and has an unrivalled depth of knowledge and experience of the communications and marketing industry from both a consultancy and in-house perspective.

16:00 - 16:15
Coffee break and networking
16:15 - 16:45
The needs of millennials across the world of PR with Kevin Read

Kevin Read

Kevin has more than 20 years’ communications experience of global brands and from sectors including finance, food and drink, energy, professional services, telecoms and international NGOs. He provides leadership coaching and strategic advice to senior business leaders and advises on major change programmes within organisations. Kevin’s current clients include HSBC, Panasonic, TNS, Lafarge, Vanquis, Harris + Hoole and Burisma.

16:45 - 17:15
How globalisation and emerging markets are transforming communications with Brad Staples

Brad Staples

Brad Staples, chief executive officer, is charged with expanding APCO's business interests in new geographies and driving the full range of company services across all markets. In this role, he coordinates the work of APCO's global client managers and develops best practices that ensure the firm's high standards of client service are consistent across all operations.

17:15 - 18:00
Why the world needs good PR more than our clients…. with Rob Flaherty Dave Senay

Rob Flaherty is the senior partner, CEO and president of Ketchum, one of the world's top communications firms and PRWeek's 2012 Agency of the Year. Rob leads Ketchum's eight-member Worldwide Executive Committee to guide the strategy, client service and performance of the agency.

Dave Senay is the President & CEO of Fleishman Hillard and has held a variety of key roles during his nearly 30 years with firm. He is an avowed globalist, spending more than 125 days on the road each year to collaborate with colleagues around the world. Senay joined the firm in 1984 as an account executive, rising to become FleishmanHillard’s third CEO since its founding in 1946.

19:15 - 20:15
Connecting PR Women around the World.
GWPR launch– Global Women in PR

Come and join us for a cocktail reception at the Palazzo Durini, Via Santa Maria Valle 2, on Thursday October 8th before the official Gala Dinner to celebrate the international launch of GWPR - the new global networking organisation for senior women working in public relations. All delegates welcome.

20:15 - 00:00
Tickets are sold separately
ICCO Gala Dinner 2015 hosted by PR Hub

The Gala Dinner will be an exclusive opportunity for the international PR industry, gathered in Milan for the ICCO Summit, to meet, network and enjoy delicious food in an enchanted venue. You do not want to miss this Italian experience! 

Click here to register!

Friday, 9 October 2015

08:45 - 09:15
Registration and Tea/Coffee
09:15 - 09:45
World PR Report 2015 with David Gallagher Arun Sudhaman 

The World PR Report, produced by the Holmes Report in conjunction with ICCO, is the definitive study of the global public relations industry. The 2015 World PR Report reveals the Top 250, along with size and growth estimates for the global PR industry, and research into trends and challenges. 

09:45 - 10:15
"For years I've felt that working in PR is like turning up to a gun fight with an aubergine" Discuss. with Michael Frohlich

Following three successful years at the helm of Ogilvy PR in the UK, Michael takes on additional responsibilities as EAME COO, with a particular focus in growth and continuing to galvanise the network. He continues to represent the Brand Marketing Practice across the Region and globally, and sits on the Board of Ogilvy & Mather UK.

10:15 - 11:00
Panel discussion
Creativity: Physician, heal thyself. with , Moderator: Arun Sudhaman Claire Bridges Fiorenza Plinio Silvia Negri Firman Blair Metcalfe 

That the global PR industry is creative is not in doubt. Much of our day to day lives is spent generating ideas that deliver for our clients. But are we applying enough creativity to shaping our own industry? 

The advertising industry spends a lot of time and energy looking to the future as a whole - are we doing the same?

Where is the innovation? 

What are the big ideas driving PR right now? How are we future-proofing our business? 

Is the demand for creativity on the increase?


11:00 - 11:15
Coffee break
11:15 - 11:45
Fridays are Free - Understanding business of PR with Richard Houghton

Richard Houghton

The average PR agency gives 20% of its time away for free. This reduces margins, inhibits growth and devalues the work you are paid for and is just one symptom of an industry that values the practice of public relations over the business of public relations. To run a successful agency in a sector that is facing a perfect storm -  increasing competition, a battle for talent, need to demonstrate value and a differentiated proposition - requires a real focus on your agency's success drivers and the top and bottom line. Nobody joined an agency to write a business plan but success relies on you being as good a business person as you are a PR practitioner.

Richard works a specialist management consultant, helping agencies to grow. A columnist for PR Week, he writes on the business of public relations in the monthly Agency Doctor column.  A past president of the International Communications Consultants Organisation, Richard is also a former Chairman of the PRCA and currently Chairman of Fellows for the association. 

11:45 - 12:15
How the PR industry is beginning to see measurement differently with Jeremy Thompson

Jeremy Thompson

Jeremy is Chief Executive of Gorkana Group and chairman of AMEC. He sets the vision and strategic direction for the Group, leading the team who are delivering that strategy and also runs the day-to-day business. He has spent a career in business information, first at Thomson Reuters, then UBM, and latterly in the media intelligence space with Xtreme, Durrants, and now Gorkana. 

12:15 - 13:00
Panel discussion
Going Global 2.0: New Frontier for Independent Agencies with , Moderator: Arun Sudhaman Charles Lewington Tanya Hughes Elise Mitchell Nitin Mantri Andrey Barannikov

Now growing at a faster pace than their publicly owned counterparts, independent firms around the world are ready to take on the world.

With an array of options on the table - from joining an independent network to creating one – it is hard for many to take a meaningful course of action.

This panel discussion brings together fiercely independent agency directors who will discuss their experiences of going global.

13:00 - 14:00
Buffet Lunch & Networking
14:00 - 14:30
The power of influencers with Susan Agliata

Susan Agliata

Susan Agliata is the Head of Branded Content Solutions for Europe, Middle East & Africa at Google. She works with some of the largest brands and agencies across Europe to help them define their Youtube content and distribution strategies and connect to new and passionate communities through creation and collaboration with thee influencer ecosystem.

14:30 - 15:00
Campaigns that shook the World with Danny Rogers

Danny Rogers

Danny Rogers is editor-in-chief of PRWeek UK and group editor-in-chief of the Brand Republic Group. His first book -Campaigns that Shook the World - will be published in October 2015. Rogers first edited PRWeek in 2005. In 2008 he won Editor of the Year at the British Society of Magazine Editors in 2008, and in 2012/13 went on to edit the advertising bible, Campaign. Rogers also been a contributing editor for Media Guardian and Financial Times Creative Business. He began his career in PR, as a graduate trainee for Paragon Communications in London and is now a Fellow of the PRCA. 

15:00 - 15:30
Why agencies should become movements with Richard Millar & Simon Shaw 

Richard and Simon lead H+K’s Global Center of Creative Strategy. The ‘Center of Creative Strategy’ is a global initiative to embrace change, and equip the network for the challenges the agency and clients face, now and in the future.Our purpose is to unify the offices and skills within our network by inspiring more open, creative and curious conversations for the benefit our clients, our people and the communities where we work.

15:30 - 15:45
Coffee break and networking
15:45 - 16:15
The Swedish model – how to turn rookies into Young Cannes Lions Winners with Joseph Borenstein  Linnéa Rinäs

Joseph Borenstein and Linnéa Rinäs both together won the PR category in the 2015 Cannes Young Lions competition, part of Cannes Lions. In 2014, the Swedish Cohn & Wolfe duo also won the Eurobest Young Creatives integrated competition. Together they run “The PR Blog” at Dagens Media, one of Sweden’s major communications publications, and tours Sweden holding PR lectures for communication students.  

16:15 - 16:45
Redesigning the Discipline to Compete in a New-Fashioned Marketplace with Renee Wilson

Renee Wilson

In the global capital of design, Milan, Renee Wilson, the chief client officer of MSLGROUP looks at design as a strategy to reconfigure the PR agency experience through the lens of clients.   She highlights fluid and flexible business approaches, from the programmatic trend to finding better solutions for creative to embracing generational leadership.  

16:45 - 17:15
The challenge of communicating the truth with Guto Harri

Guto Harri

Guto Harri began his career as a BBC journalist, spending most of it covering UK politics for the Corporation’s main TV and radio outlets. He presented a number of flagship shows and was Chief Political Correspondent at Westminster before taking two foreign postings to Rome and New York. He left the BBC to handle communications for Boris Johnson and helped mastermind his re-election as Mayor of London in May 2012. Guto has three children and is married to the writer, Shireen Jilla.

17:15 - 17:30
Closing Remarks with David Gallagher

David Gallagher

18:00 - 20:00
Farewell Drinks hosted by Assorel