Agenda – 2023

Welcome Cocktail

Date: Oct. 10
Dress code: Smart casual
Location: The Piano Bar, Warsaw
Time: 6.30pm – 8pm

Day one

Day two

GALA DINNER

DAY 1 – OCTOBER 11

08:30 – 09:15

Registration and Welcome Coffee

09:15– 09:30

Summit Welcome and Housekeeping

Bianca Lopes, ICCO Summit Host

09:30 – 09:40

ICCO Welcome to the ICCO Global Summit

Grzegorz Szczepanski, ICCO President

09:40 – 10:00

Plenary: Setting the scene: AI and the balance of power

Adrian Monck, Former MD, World Economic Forum

VIEW DESCRIPTION

2024 will see major elections across the globe and as campaigning ramps up we should expect a huge gap between the rhetoric and the reality. This has a real-world impact on businesses and brands. What people want to talk about with AI does not always give the big picture or reflect what people are really doing. If AI ownership and leadership is shaping economic power, who is investing in what? Where is the infrastructure to back up the technology? What is Europe’s position relative to the US, the Middle East, and Asia? And what must businesses be aware of as they plan their futures?

10:00 – 10:30

Keynote: Communication and Today’s Seismic Transformations: Our Time to Lead

AnnaMaria DeSalva, Global Chairman and CEO, Hill+Knowlton Strategies

VIEW DESCRIPTION

Today’s unprecedented transformations demand extraordinary communication. AnnaMaria DeSalva will focus on the leadership and innovation now required of communication leaders to ensure successful transformation and long-term sustainable value.

10:30 – 11:00

Why are societies increasingly divided and what can be done about it?

Wawrzyniec Smoczyński, President, New Community Foundation

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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

Bianca Lopes, ICCO Summit Host

11:20 – 11:50

Keynote: The Democratisation of Communications and a New Era of Possibility

Chris Foster, CEO, Omnicom PR Group

VIEW DESCRIPTION

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 Media and Democracy

Moderator: Massimo Moriconi, CEO, Omnicom PR Group Italy

Andrew Hillier, Board Member, European Association of Communication Directors

Jarosław Włodarczyk, Secretary-General of the International Association of Press Clubs

Tomasso Canetta, Deputy Director, Facta News & Board Member, European Fact Checking Standards Network

VIEW DESCRIPTION

Mis/disinformation is one of today’s biggest challenges that we face as a society. The scale of organisation and sophistication means bad faith actors can discreetly radicalise individuals and communities to deliver on their own agenda and needs. Now is the time for PR and Communications professionals to think proactively about the risks posed by mis/disinformation to their organisation’s purpose, reputation, and revenue. But how do we do this? This panel will explore the scale of this threat and how we can respond in a strategic manner.

12:20 – 12:40

Migitating Risks from Misinformation

Moderator: Maja Pawinska Sims, Associate Editor, PRovoke

Adrian Monck, Former MD, World Economic Forum

Shayoni Lynn, CEO and Founder, Lynn

VIEW DESCRIPTION

12:40 – 12:50

Freedom of Speech in an Era of Rapid AI Development

Othmar Karas, First Vice President, European Parliament

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12:50 – 13:35

Lunch

Impact’24 – Bianca Lopes, ICCO Summit Hos

13:35 -14:05

The Russian Invasion of Ukraine: the ultimate battlefield of communication

Moderator: Grzegorz Szczepanski, President, ICCO

Irina Pavlova, Communications Lead, B4Ukraine

Julia Petryk, Head of PR, MacPaw Inc & Co-Founder, Ukrainian PR Army

Viroslava Novosylna, Founder and CEO, SLOVA Tech PR & Co-Founder, Ukrainian PR Army

VIEW DESCRIPTION

A panel discussion on the Ukraine war and its impact on how we perceive the role of PR in shaping our understanding and knowledge of events in which we are not directly involved but which have a fundamental impact on the formation of our shared future. Ukrainian PR experts will share their observations on the technology of Russian disinformation used during the invasion and methods to combat it. The debate will also revolve around the challenge of maintaining Ukraine’s relevance for politics, business, and societies. This will be a true PR lesson for a changing world.

14:05 – 14:25

Fireside chat with NATO’s Ben Tufft

Moderator: Johna Burke, CEO, AMEC

Ben Tufft, Head of Policy, Plans and Campaigns in the Strategic Communications Unit, NATO

VIEW DESCRIPTION

Ben Tufft leads the policy, plans and campaigns team in the Strategic Communications Unit at NATO HQ. He has a particular focus on strategy and building campaigns with impact around key policy areas or thematic priorities.

14:25 – 14: 45

Climate Perceptions and the role of PR

Tina McCorkindale, CEO, IPR

VIEW DESCRIPTION

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 – 15:05

UNDP – The Great Comms Challenge Facing the Planet

Boaz Paldi, Chief Creative Officer, United National Development Programme

VIEW DESCRIPTION

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.

15:05 – 15:20

How Climate PR Can Up Its Game – panel and open debate

Moderator: Maja Pawinska Sims, Associate Editor, PRovoke

Boaz Paldi, Chief Creative Officer, United National Development Programme

Tina McCorkindale, CEO, IPR

VIEW DESCRIPTION

Q&A with panel and audience, with opportunity debate solutions to one of the toughest comms challenges we’re wrestling with today.

15:20 – 15:35

Coffee Break

15:35 – 16:00

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

VIEW DESCRIPTION

The 2022 Gold PR World Cup competition winners share how they created a global brand campaign for WWF in less than 48 hours.

16:00 – 16:05

WWF: Brand Communications Strategy for Renewed Global Purpose

Holly Mckinlay, Director of Strategic Communications and Brand, WWF

VIEW DESCRIPTION

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.

16:05 – 16:35

Engaging, Retaining and Weidling the Next Generation of PR Leaders Five ‘Next Gen’ Trailblazers from 5 different countries

Moderator: Nitin Mantri, CEO, AvianWE

Frederike Buddensiek, Consultant, ORCA van Loon Communications

Guilia Polichetti, Client Executive, Omnicom PR Group

Morten Haldrup, Advisor, Advice A/S

Yashika Girdhar, Senior Account Manager, 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.

16:35 – 17:05

How to embrace AI in PR ethically – ICCO’s AI principles provide guidance

Christina Forsgard, Founder, Netprofile Finland

Mary Beth West, Senior Strategist, Fletcher Marketing PR

Maxim Behar, CEO and Chairman, M3 Communications

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17:05

Closing remarks

VIEW DESCRIPTION

Bianca Lopes, ICCO Summit Host

18:00

Coach to Dinner from the Sheraton Grand

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Gala Dinner

END OF CONFERENCE DAY ONE

DAY 2 – OCTOBER 12

08:30 – 09:15

Registration and Welcome Coffee

09:15 – 09:30

Day Two Welcome

Bianca Lopes, Summit Host

09:30 – 10:00

It’s Personal: The New Rules of Corporate Reputation

Nitin Mantri, CEO, AvianWE

VIEW DESCRIPTION

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

Bolesław Breczko, Journalist, Wyborcza.biz

Magdalena Chodownik, Award Winning Polish journalist

Michał Kranz, Journalist, Foreign Policy, Al Jazeera English, The Daily Beast

Roman Imielski, Deputy editor-in-chief, Gazeta Wyborcza

VIEW DESCRIPTION

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?

Małgorzata Szczerbińska – Marketing Manager, Mastercard

Marcin Sosiński – Managing Director, McCANN Poland

VIEW DESCRIPTION

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 – 11:30

Coffee Break

Impact’24 – Bianca Lopes, ICCO Summit Host

11:30 – 11:40

GWPR Index –2023 Live Results

Sue Hardwick, Co-Founder, GWPR

VIEW DESCRIPTION

Sue will present the 2023 GWPR Index Survey results ahead of the publication of the report later this month.

11:40 – 12:10

A Fork in the Road: Flexible Working, Sexism and Beating the Resistance to Change

Moderator: Maja Pawinska Sims, Associate Editor, PRovoke

Cornelia Kunze, Founder of i-sekai and Chair of GWPR Deutschland

Kirsty Leighton, Founder Milk & Honey PR

Neha Mehrotra, Managing Director, AvianWE

Sue Hardwick, Co-Founder Global Women in PR

Viroslava Novosylna, Founder and CEO, SLOVA Tech PR & Co-Founder, Ukrainian PR Army

VIEW DESCRIPTION

A panel of 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.

12:10 – 12:50

“Which agencies will AI put out of business?”

Moderator Julian Boulding, Founder, thenetworkone

Iwona Radziszewska, Head Of Communications, CEC Group

Mari-Liis Ahven, Co-Founder, Optimist Public – Estonia

Tilo Bonow, Founder and CEO of PIABO Communications

VIEW DESCRIPTION

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.

12:50 – 13:20

Plenary: Central and Eastern Europe Insights and Future Trends

Andras Sztaniszlav, President, HUPRA

Hanna Waśko, Managing Director & Founder, Big Picture

Patrik Schober, Managing Partner, PRAM Consulting

Sergii Bidenko, President, UPRA

VIEW DESCRIPTION

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.

12:50 – 13:20

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

VIEW DESCRIPTION

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.

13:20 – 13:45

Plenary: Reimagining Storytelling in the age of AI

Aleksandra Kubicka, PR Evangelist, Prowly

Matt Subieta, Producer & Director

Tonya McKenzie, PR & Leadership Consultant, CEO, Sand&Shores

VIEW DESCRIPTION

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.

13:20 – 13:45

Breakout Room: Mergers and Acquisitions Workshop

Moderator: Maja Pawinska Sims

David Blois, Partner, M&A Advisory

Juergen H. Gangoly, Managing Partner, The Skills Group

VIEW DESCRIPTION

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.

13:45 – 14:35

Lunch

Impact’24 – Bianca Lopes, ICCO Summit Host

14:35 – 15:00

AI in PR: Art, Ethics, and Impact

Moderator: Johna Burke, AMEC, CEO/Global Managing Director, United States

Aseem Sood, AMEC Chair, Impact Research, India

Raina Lazarova, Ruepoint, COO and Co-Founder, United Kingdom

Sanjiv Winayak, Client Director Milk & Honey PR

Vlado Petkov, CEO, Identrics & CDO, A Data Pro

VIEW DESCRIPTION

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.

15:00 – 15:20

AI in Public Relations: Practical Tools and Case Studies

Speaker: Maciej Wroblewski, Head of Marketing, Prowly

VIEW DESCRIPTION

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.

15:20 – 15:55

Latest Trends in Comms: What it Means for your Measurement

Richard Bagnall, Global co-managing partner and CEO, Europe and the Americas, CARMA

15:55 – 16:20

Selling Complex Kindness

Girish Balachandran, Founder at ON PURPOSE

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Bringing more voices from the Global South to reimagine world narratives on sustainability. How do brands and organisations bring more inclusivity in how they communicate with diverse communities and stakeholders across the globe.

16:20

Closing remarks

The Destination of the ICCO Global Summit 2024 and Closing Remarks by Bianca Lopes, ICCO Summit Host and Grzegorz Szczepanski, ICCO President

END OF CONFERENCE DAY TWO

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