Welcome Cocktail
Date: Oct. 10
Dress code: Smart casual
Location: The Piano Bar, Warsaw
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Day one
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Link to: Gala Dinner – 2023
GALA DINNER
This agenda is still subject to change and sessions may change order.
DAY 1 – OCTOBER 11
09:30 – 09:40
ICCO Welcome to the ICCO Global Summit
Grzegorz Szczepanski, ICCO President
Polish Dignitary, TBC
09:40 – 10:00
Plenary: Setting the scene: global trends and the geopolitical business environment
Adrian Monck, Former MD, World Economic Forum
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Adrian will describe global megatrends across various industries and regions and how these are impacting business and the future.
10:00 – 10:30
Keynote: Creative Transformation to Sustain Value
AnnaMaria DeSalva, Global Chairman and CEO, Hill+Knowlton Strategies
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AnnaMaria DeSalva will outline her vision for the industry in the backdrop of unprecedented change drawing on the conference themes of identity, influence and innovation.
10:30 – 11:00
Why are societies increasingly divided and what can be done about it?
Wawrzyniec Smoczyński, Founder, Polityka Insight
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The influence of polarisation is evident not only in shaping political agendas across Europe but also in shaping social perceptions and consumer choices. The session will delve into questions such as the causes of polarisation, its significance as a problem, the role of populists and social media, and whether companies can afford to disregard these divisions. Poland serves as a prime example of Europe’s laboratory for social polarisation, offering valuable insights that can benefit other countries seeking to navigate these challenges effectively.
11:00 – 11:20
Coffee Break
11:20 – 11:50
Keynote: The Democratisation of Communications and a New Era of Possibility
Chris Foster, CEO, Omnicom PR Group
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Chris will address the dynamic convergence that is changing public relations.
The speed of disruption is becoming faster and faster under a backdrop of an unprecedented convergence of social, political, economic and technology upheaval. Our industry is at an inflexion point, and we must understand where we are now and how we need to respond, from addressing clients to the role of employees and technology.
The social contract between brands, consumers, employees, and agencies. As more people and organizations find ways to amplify their voices, public relations will adapt to the democratized communications environment. One-way monologues of the past will make way for two-way dialogue and genuine relationships.
11:50 – 12:20
Misinformation and Restoring Trust in Traditional Media and Democracy
Patrick Pennickx, Head of Information Society, Council of Europe
Jarosław Włodarczyk, Secretary-General of the International Association of Press Clubs
Andrew Hillier, Board Member, European Association of Communication Directors
Tomasso Canetta, Deputy Director, Facta News & Board Member, European Fact Checking Standards Network
Moderator: Massimo Moriconi, CEO, Omnicom PR Group Italy
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The panel of diverse disciplines spanning client and agency PR & communications, journalism, policy institutions, fact checking and online media will discuss their shared responsibility in tackling misinformation, what is at stake if we don’t, and the mission of educating our industries and employees, in addition to the wider public. There will be a particular emphasis on Europe, with a view to he the global impact and implications.
12:20 – 12:40
Proactive Behaviours for the Permanent Misinformation Threat
Shayoni Lynn, CEO and Founder, Lynn
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There is a deliberate attempt to undermine western democracy online, yet the mechanisms to stop bad actors are where the responses to cybersecurity threats were in the 90s. Instead of reacting to misinformation with a “hide,block, delete” approach, media stakeholders must be pro-active. Being as organised, tactical, and quick to adopt new tech as those who seek to sew division is essential
12:40 – 12:50
Freedom of Speech in an Era of Rapid AI Development
Othmar Karas, Vice President, EU Commission
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12:50 – 13:30
Lunch
13:30 – 14:15
Vital Actions and Insights for PR and Tech in the Russian Invasion of Ukraine and TBC, B4Ukraine and Ukraine Communications Support Network
Irina Pavlova, Communications Lead, B4Ukraine
Julia Petryk, Head of PR, MacPaw
Viroslava Novoslyna, Founder and CEO, Slova Tech PR
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14:15 – 14: 45
Climate Perceptions and the role of PR
Tina McCorkindale, CEO, IPR
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Tina will present a new study into the PR professionals perceptions on Climate comms and the role we are playing, and how this can change and improve.
14:45 – 15:00
UNDP – The Great Comms Challenge Facing the Planet
Boaz Paldi, Chief Creative Officer, United National Development Programme
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Boaz will introduce UNDP’s mission, brand and comms challenges as well as sharing a new opportunity, inviting agencies to be part of this mission.
15:00 – 15:15
How Climate PR Can Up Its Game – panel and open debate
Boaz Paldi, Chief Creative Officer, United National Development Programme
Tina McCorkindale, CEO, IPR
Moderator: Maja Pawinska Sims, Associate Editor, PRovoke
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Q&A with panel and audience, with opportunity debate solutions to one of the toughest comms challenges we’re wrestling with today.
15:15 – 15:30
Coffee Break
15:30 – 15:55
Creative Success Case Study: Next Gen PR World Cup Gold
Morten Vester Haldrup, Advisor, Advice A/S
Sofie Rebecca Høj, Management Consultant, Implement Consulting Group
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The 2022 Gold PR World Cup competition winners share how they created a global brand campaign for WWF in less than 48 hours.
15:55 – 16:00
WWF: Brand Communications Strategy for Renewed Global Purpose
Holly Mckinlay, Director of Strategic Communications and Brand, WWF
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As brands shift to meet public expectations, how do you make who care about climate, also care about climate? This is a story of WWF’s shift in brand strategy to address modern concerns whilst still fulfilling values and purpose.
16:00 – 16:30
Engaging, Retaining and Weidling the Next Generation of PR Leaders Five ‘Next Gen’ Trailblazers from 5 different countries
Moderator: Nitin Mantri, CEO, AvianWE
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How can agencies best find, attract, retain and use the next generation of communications leaders as well as discussing creativity, leadership and youth trends.
16:30 – 17:00
How to embrace AI in PR ethically – ICCO’s AI principles provide guidance
Christina Forsgard, Founder, Netprofile Finland
Maxim Behar, CEO and Chairman, M3 Communications
Mary Beth West, Senior Strategist, Fletcher Marketing PR
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17:00
Closing remarks
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18:00
Coach to Dinner from the Sheraton Grand
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END OF CONFERENCE DAY ONE
DAY 2 – OCTOBER 12
09:30 – 10:00
Launch of WE Brands in Motion
Nitin Mantri, CEO, AvianWE
10:00 – 10:45
The State of AI and Media Relations 2023
Moderator: Natan Edelsburg, Chief Partnerships Officer Muck Rack
Agnieszka Wądołowska, Deputy Editor, Notes from Poland
Roman Imielski, Deputy editor-in-chief, Gazeta Wyborcza
Michał Kranz, Journalist, Foreign Policy, Al Jazeera English, The Daily Beast
Bolesław Breczko, Journalist, Wyborcza.biz
Magdalena Chodownik, Award Winning Polish journalist
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Each year, Muck Rack surveys thousands of journalists and PR pros around the world to better understand the state of their industries. This time around, we asked PR pros how they’re using AI to level-up their media relations strategies. This presentation will uncover how PR pros are using AI to build relationships with journalists. It will also include insights from a panel of Warsaw’s leading journalists on pitching preferences, best practices on using generative AI and how they think AI will impact the industry.
10:45 – 11:15
Cracking Cannes, how does creativity serve in building the client-agency partnership that earns Gold PR Lion and the ultimate Cannes Festival Titanium?
Marcin Sosiński – Managing Director, McCANN Poland
Małgorzata Szczerbińska – Marketing Marketing Manager, Mastercard
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Winning the Cannes Lions Competition is a common dream of creatives in the advertising industry, and for over a dozen years it has also become the desire of PR strategists. However, PR agencies very rarely win this trophy, and the main topic discussed by the PR industry media after the following edition of the Festival is why a PR agency did not win any of the main awards in the PR Lions category again? The key to understanding this phenomenon may be understanding the process of building a
client-agency relationship around the value of creativity, which leads to the partnership that allows for bold experimentation and ultimately taking joint risks that lead to great victory. The leaders of the winning ‘Where to settle?’ campaign, which electrified this year’s edition of Cannes Lions, will share their experiences and insights that will help in the inevitable creative transformation in PR agencies.
11:15 – 11:45
A Fork in the Road: Flexible Working, Sexism and Beating the Resistance to Change Sue Hardwick, Co-Founder, Global Women in PR
Viroslava Novosylna, Founder, Slova PR
Sue Hardwick, Co-Founder Global Women in PR
Moderator: Maja Pawinska Sims, Associate Editor, PRovoke
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A panel of four industry leaders will discuss the state of female leadership in PR, drawing on barriers that persist and ways agencies and employers can inspire, empower and harness female talent at all levels in all regions.
11:45 – 12:05
Coffee Break
12:05 – 12:45
“Which agencies will AI put out of business?”
Moderator Julian Boulding, Founder, thenetworkone
Mari-Liis Ahven, Co-Founder, Optimist Public – Estonia
Marek Matraszek, Founder, CEC Group
Tilo Bonow, Founder and CEO of PIABO Communications
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With a focus on how the technology is impacting independent agencies differently from large networked holding companies, the panel will debate aspects of AI that may prove advantageous or disadvantages to businesses as we each seek a competitive edge. If computers can be vastly cheaper than and more flexible than creative people, who will be the victims of the new efficiency.
Plenary Main Room: AI Stream | Breakout Room: Global Insights
12:45 – 13:15
Plenary Main Room AI in PR: Art, Ethics, and Impact
Aseem Sood, AMEC Chair, Impact Research, India
Raina Lazarova, Ruepoint, COO and Co-Founder, United Kingdom
Moderator: Johna Burke, AMEC, CEO/Global Managing Director, United States
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AI is talked about everywhere. If your team isn’t having honest conversations about how AI affects PR, you’re falling behind. Join us for a panel talk on the right way to use AI in PR and how it changes how we measure success.
In this discussion, we’ll explore:
- AI’s Creative Side: How AI competes in being creative.
- Using LLMs Ethically: Making sure we use language models the right way.
- The New Equalizer: How AI helps those with less skill and levels the playing field. The top stars might lose some power.
12:45 – 13:15
Breakout: New Study: The Future of PR and Social Impact
Prof. Dr Ana Adi, Vice President | Professor of PR and Corporate Communications, Quadriga Hochschule Berlin
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PR professionals have a particularly challenging mission to fulfil – one of navigating between their own values and those of the organisation while addressing, balancing and/or responding to multiple stakeholders’ demands and needs. The most common types of conflict are the tensions between financial or commercial objectives and societal responsibilities, as well as personal value. Dr Adi will share the latest research and unpack how PR professionals navigate these conflicts and how these attitudes could shape the future of public relations.
13:15 – 13:40
Plenary: Reimanging Storytelling in the age of AI
Aleksandra Kubicka, PR Evangalist, Prowly
Tonya McKenzie, PR & Leadership Consultant, CEO, Sand&Shores
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Will AI make us better storytellers? Or more dependent on technology? The ways we communicate and create will never be the same. To adapt, we need to understand in which direction it can evolve. We will ask those who create visual stories and media narratives, “What’s next?”. In this inspiring discussion, we want to explore how AI can enhance or hinder our ability to tell compelling stories in the future.
13:15 – 13:40
Breakout Room: Mergers and Acquisitions Workshop
David Blois, Partner, M&A Advisory
David Sneider, Partner, Continuum Advisors
Moderator: Maja Pawinska Sims
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The panel will discuss recent trends in PR M&A before talking about some of the different strategies, things to consider, potential pitfalls before taking questions from audience.
13:40 – 14:10
Plenary: Central and Eastern Europe Insights and Future Trends
Patrik Schober, Managing Partner, PRAM Consulting
Przemysław Mitraszewski, President, ZFPR
Andras Sztaniszlav, President, HUPRA
Juergen Gangoly, Founder, The Skills Group
Sergii Bidenko, President, UPRA
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Panel begins with launch of The Art of Leadership Through Public Relations, by Patrick Schober. Followed by a panel looking at one of most rapidly growing business regions of the world, with lots to be excited about, our experienced panel will share insights on business in central and Eastern Europe.
13:40 – 14:10
Breakout Room: AI in Public Relations: Practical Tools and Case Studies
Speaker: Maciej Wroblewski, Head of Marketing, Prowly
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Explore the intersection of AI and public relations in this insightful speech. Delve into practical tools that harness the power of AI, with a focus on real case studies. Discover how AI is being effectively employed for sentiment analysis, media monitoring, personalized communication strategies, and campaign optimization. Join us as we uncover the tangible impact of AI in the world of PR through concrete examples and actionable insights.
14:10 – 15:00
Lunch
15:00 – 15:30
Session to be announced
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15:30 – 16:00
Proving Reputational Impact in a Changing Media Landscape
Orla Graham, Insights Consultant, CARMA
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Orla will be discussing the changing media and business landscapes today’s PRs are operating in, and the increasing importance of measuring what matters to be able to demonstrate the value and impact that PR and comms is having – and, crucially, to protect budgets and teams. The session will also include a deep dive on reputation – the importance of it, how to measure it, understand the impact PR is having, and demonstrate the value PR brings to the table.
15:30 – 16:00
Africa Rising: Insights, Opportunities and Challenges
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The panel will present findings from the 2023 Africa Communications Report and discuss some of the biggest challenges and opportunities facing communicators operating in Africa, including misinfortmation and use of AI.
16:00 – 16:30
Selling Complex Kindness
Girish Balachandran, Founder at ON PURPOSE
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From ethical fintech to carbon offsetting, fair trade supply chains and plastic-free products, is it increasing difficult to communicate ethical credentials? How do brands and organisations explain to customers, who are short on time, and sometimes concentration, why they deserve a halo?
16:30
Closing remarks
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