08:30 - 09:30

Doors Open

09:30 - 09:45

Welcome

Herbert Heitmann

European Association of Communication Directors
President

Herbert Heitmann is the Executive Vice President Global Brand, Communications & Government Relations for Bayer AG. Previously, he was responsible for the brand and reputation as well as local stakeholder engagement for Royal Dutch Shell plc as the Executive VP of External Communications. Prior to taking up this position, he was the Chief Communications Officer at SAP from 1999 until May of 2010. In this role, he was responsible for all of the communication activities for SAP stakeholders around the globe, including investors, customers, governments, partners, employees and the general public. He is also a member of Board of Trustees of the Arthur W. Page Society, a Committee Member of The Seminar and the founding president of the EACD since 2006.

Keynote

09:45 - 10:15

The effects of digitalisation on communications

There remains little doubt that digitalisation is a modern day phenomenon. Günther Oettinger, Commissioner for Digital Economy & Society, will reflect in his keynote speech on the commission’s ambitious steps towards a connected digital single market that breaks down national silos and the effects on the business and communications landscape.

Günther Oettinger

European Commission
European Commissioner for Digital Economy and Society

German nationality. One child.

European Commissioner for Digital Economy and Society November 2014-present

European Commissioner for Energy February 2010-October 2014

Minister-President of Baden-Württemberg, Germany 2005-10

Member of the Governing Board and Federal Executive Committee of the CDU 2005-present

Chairman of the federal media policy committee of the CDU 2006-10

Member of the regional Parliament of Baden-Württemberg, Germany 1984-2010

Chairman of the commission responsible for Federalism Reform II 2007-09

Chairman of the Christian Democrats (CDU) in Baden-Württemberg, Germany 2005-09

Lawyer and CEO of an audit and tax consultancy 1984-2005

District Councillor in Ludwigsburg, Germany 1997-93

Second State Law Examination 1982

10:15 - 10:30

YCA Pitch 2016

Presentation of the three shortlisted candidates.

10:30 - 11:00

Coffee Break

11:00 - 12:00

Panel 1 - Simultaneous Programme

Best Case

Storytelling for leaders

Best Case

Science Communication-Bridging the knowledge and awareness gap

Best Case

Social license to operate – Stakeholder relations as a business routine

Best Case

Trade Negotiators - Will They Ever Learn

Best Case

Communication strategies for finance and brand management in the post-financial crisis world

Best Case

Communicating anniversaries in- and externally

Peer2Peer

Social media measurement: moving beyond awareness

Panel discussion

Big Data in Communications: Trends and Corporate Applications

Expert Session

Advantage Women

Expert Session

What is your CEO’s perspective on communications? VMA Group research answers that question

Expert Session

Debunking ‘digital first’ myths

Expert Session

The purpose and societal value of business

12:00 - 13:15

Lunch

13:15 - 13:30

Body Activation

A fifteen minute class designed to awaken muscles, lengthen tendons and ligaments, and activate the brain. Created to help practitioners feel relaxed and ready for a day filled with information! No need to change your clothes!

Main Session

13:30 - 15:00

A Conditional Acceptance?

Due to the ongoing debate over the role of companies in the wider society, achieving social acceptance is vital to ensuring the ability to operate. But what does this license look like in 2016? How is it defined, who gets to decide its parameters and how should it be communicated? This session will include different perspectives on the social license to operate and the input of communications professionals.

The social licence: why all businesses need it

Corporate transparency

Is anybody buying it?

Fostering a culture of collaboration

13:30 - 15:00

Expert Session

What happens when it all goes wrong?

Expert Session

Reputation Governance – A boardroom challenge?

15:15 - 16:15

Panel 2 - Simultaneous Programme

Best Case

Change – the new normal, or still something special?

Best Case

We have a digital strategy: now what?

Peer2Peer

Increasing the efficiency of PR agencies through measurement, motivation and best practice sharing

Expert Session

‘We’re not doing this on purpose’.

Expert Session

Still human: effective communication in a data-driven world

Expert Session

Digital disruption becomes business as usual

Expert Session

The Seven Sins: Why change campaigns often deliver anything but change.

Expert Session

Social Media Intelligence: Looking beyond the gatekeepers

16:15 - 16:40

Break

Keynote

16:45 - 17:20

True Artificial Intelligence will Change Everything

Our deep learning artificial neural networks have won numerous contests in pattern recognition and machine learning. They are now widely used by the world’s most valuable public companies. I will discuss latest state-of-the-art results in numerous applications, and outline how AI will transform every aspect of our civilisation.

 

Jürgen Schmidhuber

Swiss AI Lab IDSIA & University of Lugano
Co-Director & Professor of AI

Since age 15 or so, the main goal of professor Jürgen Schmidhuber (pronounce: You_again Shmidhoobuh) has been to build a self-improving Artificial Intelligence (AI) smarter than himself, then retire. He has pioneered self-improving general problem solvers since 1987, and Deep Learning Neural Networks (NNs) since 1991. The recurrent NNs developed by his research groups at the Swiss AI Lab IDSIA (USI & SUPSI) & TU Munich were the first to win official international contests. They have revolutionized handwriting recognition, speech recognition, machine translation, image captioning, and are now available to over a billion users through Google, Microsoft, IBM, Baidu, and many other companies. DeepMind is heavily influenced by his lab’s former students (including 2 of DeepMind’s first 4 members and their first PhDs in AI, one of them co-founder, one of them first employee). His team’s Deep Learners were the first to win object detection and image segmentation contests, and achieved the world’s first superhuman visual classification results, winning nine international competitions in machine learning & pattern recognition (more than any other team). They also were the first to learn control policies directly from high-dimensional sensory input using reinforcement learning. His research group also established the field of mathematically rigorous universal AI and optimal universal problem solvers. His formal theory of creativity & curiosity & fun explains art, science, music, and humor. He also generalized algorithmic information theory and the many-worlds theory of physics, and introduced the concept of Low-Complexity Art, the information age’s extreme form of minimal art. Since 2009 he has been member of the European Academy of Sciences and Arts. He has published 333 peer-reviewed papers, earned seven best paper/best video awards, the 2013 Helmholtz Award of the International Neural Networks Society, and the 2016 IEEE Neural Networks Pioneer Award. He is also president of NNAISENSE, which aims at building the first practical general purpose AI.

From 19:00

European Communication Award 2016

Join us for a gala ceremony at Hôtel de la Poste where the award winners will be honoured. Meet colleagues from all over Europe during a festive evening with numerous networking opportunities celebrating EACD’s 10th anniversary. After the award ceremony, the auditorium transforms into an arena: all football fans are invited to watch the semi-final of the UEFA European Championships together with us!


08:00 - 09:15

Doors Open

08:15 - 09:00

Body Activation

Body Activation, created by dance professional Michele Kadison, is a new fitness program designed to heal and strengthen the body, reduce tension, and create more inner space in order to support a greater range of movement. Body Activation helps people develop healthier physical habits through exercises that yield deep and immediate results.

09:15 - 09:30

Welcome

Herbert Heitmann

European Association of Communication Directors
President

Herbert Heitmann is the Executive Vice President Global Brand, Communications & Government Relations for Bayer AG. Previously, he was responsible for the brand and reputation as well as local stakeholder engagement for Royal Dutch Shell plc as the Executive VP of External Communications. Prior to taking up this position, he was the Chief Communications Officer at SAP from 1999 until May of 2010. In this role, he was responsible for all of the communication activities for SAP stakeholders around the globe, including investors, customers, governments, partners, employees and the general public. He is also a member of Board of Trustees of the Arthur W. Page Society, a Committee Member of The Seminar and the founding president of the EACD since 2006.

Keynote

09:30 - 10:15

The Multidisciplinary Responsibility

How can global Rule of Law be enforced? How can we secure human rights, democratic values and an open society? Ana Palacio, Member of the Spanish Council of State, Honorary Co-Chair of the World Justice Project, former Minister of Foreign Affairs in Spain and former Vice President of the World Bank Group, will share her vast political expertise and point out the centrality of synergizing politics, jurisdiction, development and communications in order to achieve social acceptance. She will discuss the joint, multidisciplinary responsibilities of corporations, political and non-governmental institutions and organizations in shaping social acceptance.

Ana Palacio

Council of State of Spain
Member

Ana Palacio is an international lawyer specializing in international and European Union law. She is a member of the Council of State of Spain (2012). She is a member of the Board of Enagás (2014), the Technical Manager of the Spanish Gas System, and Pharmamar (2009), a leading biotechnology company. She is a member of the International Board of Investcorp (2008), Office Chérifien des Phosphates (2016) and European House-Ambrosetti (2016). She is a member of the Scientific Council of the Real Instituto Elcano (2015); a member of the Executive Committee of the Boards of the Atlantic Council of the United States; a member of the World Economic Forum’s US Global Agenda Council (2014); and a member of the Board of the Fondation pour le droit continental (2015). She is a visiting professor at the Edmund E. Walsh School of Foreign Service at Georgetown University (2014 and 2015).

Ms. Palacio served as Minister of Foreign Affairs of Spain (2002-2004) and was a member of the Spanish Parliament (2004-2006) where she chaired the Joint Committee of the two Houses for European Union Affairs. She has been Senior Vice-President and General Counsel of the World Bank Group and Secretary General of ICSID (2006-2008). From 1994 until 2002, she was a member of European Parliament where she chaired the Legal Affairs and Internal Market Committee, the Justice and Home Affairs Committee, as well as the Conference of Committee Chairs. She has been a member of the Executive Committee and Senior Vice-President for International Affairs of AREVA (2008-2009).

Ms. Palacio has been awarded the 2016 Sandra Day O’Connor Justice Prize, awarded by the O’Connor School of Law at Arizona State University for extraordinary contributions to the rule of law, justice and human rights. Ms. Palacio publishes regularly in periodicals and journals. In particular, she maintains a monthly column at Project Syndicate.

Main Session

10:15 - 11:15

Leadership in Communications. A cross-border look at the transformation of our function.

Long gone are the days when communications between an organization and its stakeholders was mainly a one-way stream, focusing mainly on amplifying the voice and messages of an organization. Today, communications is a constantly fluctuating two-way conversation via a multitude of interactive channels, across a larger set of engaged stakeholders, which leaders in the field must master and manage. It is all about how to best influence and orchestrate this continuous dialogue to shape positive perceptions and to enhance an organization’s reputation.  Furthermore, we, as communicators, are increasingly becoming a trusted counsel to CEO’s across a sweeping scope of responsibilities, such as corporate communications, government relations, public affairs, public policy, stakeholder engagement, corporate social responsibility/philanthropy, employee communications, consumer relations, community relations, and sometimes even marketing and investor relations. In short, the purview of this evolving role is today anything that affects or enhances an organization’s brand and reputation.

 

Join our expert session to learn from some of the leading minds in talent advisory on how they define the leadership characteristics of the new breed of best-in-class chief communications or corporate affairs officers.

Gizem Weggemans

Egon Zehnder
Global Head, Communications and Public Affairs Practice

Gizem Weggemans leads Egon Zehnder’s global Communications and Public Affairs Officers Practice, conducting executive search and assessment assignments to identify and recruit corporate affairs professionals who are responsible for reputation and stakeholder management. She is a core member of Egon Zehnder’s Consumer, Travel/Hospitality, and Professional Services Practices, and is also active in the global Human Resources Practice. In addition to executive appointments, she conducts Board (non-executive director) searches and works with organizations on their leadership development efforts.

Prior to joining Egon Zehnder, Gizem was a Senior Director at the Corporate Executive Board (CEB). During her tenure with CEB, she advised divisional CEOs, corporate CFOs, and chief strategy officers of both Fortune 500 and middle market companies. Previously, Gizem was a management consultant with A.T. Kearney, where she was part of the Global Business Policy Council in Washington, DC. At A.T. Kearney, she worked on international corporate assignments around scenario planning and market entry, as well as public sector assignments on national competitiveness, sector strategy and foreign direct investment promotion in Latin America, Africa and the Middle East. Gizem also managed the organization’s CEO retreats around the world. She started her career as a Research Analyst with the Overseas Development Council and was later a Consultant with The World Bank, serving in the office of the Chief Economist of the International Finance Corporation.

Gizem earned an MA in International Economics and European Studies from the Paul H. Nitze School of Advanced International Studies (SAIS) at Johns Hopkins University and an MBAe from the Ross School of Business at the University of Michigan. She holds a BA in International Relations and a BA in German Language and Literature, both from Tufts University.

Richard Marshall

Korn Ferry
Global Managing Director, Corporate Affairs Practice

Richard S. Marshall is the Global Managing Director of the Corporate Affairs Center of Expertise at Korn Ferry based out of the New York and San Francisco offices. He leads the Firm’s specialty practice which focuses on corporate communications, investor relations and government affairs.

His recent client work includes placing the Chief Communications Officers at Alibaba, PepsiCo, L’Oreal USA, the National Football League, among other Fortune 100 organizations.

Marshall brings more than 20 years of experience as a practitioner in the corporate communications and public affairs functions.

Prior to joining Korn Ferry in 2005, Marshall was vice president, communications at The Home Depot. In that role, he served as the Chief Communications Officer and oversaw media relations, internal communications, executive communications, events management and corporate social responsibility.

Marshall previously held senior leadership positions with Silicon Graphics (SGI), serving as head of worldwide public relations. He also led the corporate communications function at Subaru of America Inc., the Asian automotive nameplate, during the brand’s successful turnaround and repositioning that resulted in it being named “Most Improved Car Company in the World” by The Financial Times.

Earlier in his career, Marshall worked in the political arena in the Office of the Lieutenant Governor, Indiana, serving as ombudsman for one of the state’s largest economic development projects. In the private sector, he served as a regional marketing manager for USA TODAY.

Marshall holds a bachelor’s degree in marketing from Indiana University and later did graduate work at the University of Pennsylvania. He is a member of the Arthur W. Page Society and serves on several community and volunteer boards.

Luca Biondolillo

MSC Cruises, CCO
Member of the EACD Board (Vicepresident)

Before taking on his current role as CCO of MSC Cruises, the Geneva-based world’s largest privately held cruise line and the fastest growing business of the MSC Group of companies, Luca Biondolillo was Group Corporate Communications & Public Affairs Director at Benetton Group, the Italy-based fashion and retail multinational. Prior to that, he worked for eyewear giant, NYSE-listed Luxottica Group, first as Group Director of Corporate and Financial Communications since 2004, and later, based out of New York, as Group Senior Vice President, overseeing the international portion of the Company’s global communications activities. Luca has nearly twenty years of experience, managing reputation, issues, employee engagement as well as communications relative to social and environmental commitments within global, highly multi-cultural contexts. He has worked both in-house and on the agency side. In addition to extensive on-the-ground experience in both key developed and emerging markets, Luca has worked across a broad range of industries, including consumer as well as luxury goods, fashion, retail, food, automotive, energy, travel, hospitality and manufacturing, among others. While on the consulting side, from 1995 Luca worked based out of the U.S. for leading agencies such as GolinHarris and Grayling, before joining in 2003 JPMorgan Chase, the investment bank.

11:15 - 11:45

Coffee Break

11:45 - 12:45

Panel 3 - Simultaneous Programme

Best Case

M&A case study – from integration through to business as usual

Best Case

Crisis communications 2.0 in aviation and tourism

Best Case

Changing the Perceptions of Public-Private Cooperation

Best Case

How to fit social media in your communication strategy

Best Case

Two Cultures, bridged by data analytics

Peer2Peer

Employees as communicators – How LinkedIn transforms B2B communications

Expert Session

Navigating Social Acceptance: where do I start?

Expert Session

Maximising the impact of cross-border global communications

Expert Session

From translation to localisation to transcreation

Expert Session

Brand transformation in a changing organisation and digital context

Expert Session

Tribal Relations: how our understanding of trust will change amidst the failures of political communications

12:45 - 13:45

Lunch

13:45 - 14:45

Panel 4 - Simultaneous Programme

Best Case

DSM Science Can Change the World campaign – creating a movement through powerful storytelling

Best Case

Why CSR Matters -- Creating a bridge between societal issues and your business.

Best Case

Trade or aid? What will lift billions of people out of poverty and how?

Best Case

Green IT Amsterdam - the regional industry lead community effort to turn an industry’s footprint into impact.

Best Case

How to disrupt the corporate communication environment

Best Case

Connecting KPN to Dutch Society

Expert Session

Never underestimate the impact of ambassadorship

Expert Session

How Communications professionals can foster partnerships and co-create with stakeholders in the age of SDGs and COP21

14:45 - 15:15

Break

15:15 - 16:00

Review, Status Quo & Outlook