New Digital Programme 2020

Track 1
Track 2
Covid-19 Track
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Day 1: 28 May

09:15 - 09:30

Online registration

09:30- 09:45

Welcome Remarks

09:45 - 10:15
Keynote

Described as “a Pioneer in Responsible Business” by Business Ethics Magazine, and “in business to save our home planet” according to its own mission statement, US outdoor apparel brand Patagonia is globally recognised as a pioneer in sustainability and a leading purpose-driven company. At a time when business is expected to take a leadership role on a range of social issues, what role does culture and communications play in achieving change while also underpinning growth? Corley Kenna, who leads Patagonia’s Global Communications, will share how her team amplifies the brand’s mission (including the Company’s lawsuit against the Trump Administration) and helps drive major policy changes while drawing on her extensive career in government, politics, agency and business to reflect on the transformative effect of strategic communications.
10:15 - 11:00
Panel

As if the challenges for 2020 weren’t already enough – a burning climate crisis, shrinking global economy, and heightening geopolitical tensions to name just a few – the novel coronavirus has hit us broadside as a disruptor with staying power, leaving all companies with the need to prepare for a “new normal.” As their roles and work environments are redefined yet again, how are global CCOs navigating this crisis, and how will it change behaviours, let alone expectations of organisations and brands?
11:00 - 11:30

Break

11:30 - 13:00

Sessions

11:30 – 12:30
Track 1

A panel of diverse communications leaders will discuss today’s IC challenges, including: moving from a top-down flow and tone to a multidirectional approach recognizing the role different stakeholders play; addressing multiple languages, cultures and professional disciplines and workstyles; positioning internal communications as a value generator and/or risk mitigation; growing internal communications as an organization “scales up”; the role of communications leaders in creating the right climate for internal communications and addressing blockers and barriers in the path of any or all of these.
11:30 – 12:00
Track 2

The real power of strategic communications is triggering behavioural change in individuals, teams and organisations: working closely with C-Suite, HR and teams and empowering people to become role models. However, this all depends on the communications leader stepping up and owning the power and responsibility of his or her role. Don’t wait for others to define your role – show ownership and shape it yourself. What role do you have in the organisation, what role could you have and what role do you want? Based on his own experiences leading transformation at the international industrial manufacturer the Viessmann Group, Byung-Hun Park will challenge and inspire you to think through your own capacity as change leaders, and provide actionable steps to be the change you want to see in the organisation.
11:30 – 12:00
Covid-19 Track

Even now, amidst so much uncertainty over the immediate future, people are debating new solutions that will emerge from this crisis – for global health, for economic recovery but also for the way we work and how we treat the planet. How will the COVID-19 crisis shape corporate communication, employee activism and CSR in the future? What consequences could the crisis have for the way we tackle the climate crisis?
12:00 – 12:30
Track 2

Healthcare communications peaks at times of crisis, such as the current threat of a possible coronavirus pandemic. It is about reassurance and trust, and a spur to behavioural change. As we face new threats and new diseases, new and innovative approaches become the norm. Filter bubbles must be set aside in favour of larger conversations, from public health financing to innovations like personalised healthcare and new therapies. Using the example of India as a starting point, Bhavna Singh will examine the collaborative, digitally-evolving and nuanced nature of scientific and creative healthcare communications.
12:00 – 12:30
Covid-19 Track

The pandemic is, like crisis and catastrophe a breaking-news-paradigm, where one issue dominates the broadness and complexity of the society. We become aware of how shaky future prediction and -research is, because such events always seem to come unexpected and unpredicted.

Many people experience a “realtime-illusion”, believing that their daily business is completely determined by news, day-to-day questions, current problems and the reaction to it. In such situations justifying the past or sorting-out the present is often dominant over projecting a future.

In the face of such challenges, how can strategies be developed and consistently pursued or at least provide some resilience against the unexpected? Apart from good defense, what helps to build a solid attack and a system of communications?

12:30 - 13:00
Track 1

Emotions play a vital role in decision-making, and therefore are a key consideration for any branding programme. But in a crowded market, creating an emotional bond between people and brands requires more than clever positioning: immersive technologies and sensory branding create far richer and more engaging experiences that make your brand stand out from the crowd. In particular, when brands present themselves in a physical, room-filling space, they become tangible. This creates sensual, emotional experiences that touch people and profile brands on a whole new level. In this session, Thomas Hundt of jangled nerves, a multimedia agency responsible for wow-inducing experiences for Mercedes Benz at CEs in Las Vegas – will explore how to transform messages into truly immersive experiences.
12:30 – 13:00
Track 2

Great operational performance and strategic wins relies on consistent integration of company messages across brand marketing, internal communications, customer, market landscape, PR and stakeholder relations; it also requires open and transparent communications, including a management that is upfront about its challenges. In this session, Zipporah Maubanae will explain to Stephen Welch, Chairman of the International Association of Business Communicators EMNEA, about taking on responsibility for influencing and executing strategy, managing challenges and demonstrating transparency – and why ensuring brand attributes are experienced by customers, stakeholders and the investor community is a great opportunity for the brand to show up.
12:30 – 13:00
Covid-19 Track

Insight: Managing the Aftermath: The concept of consequence management

13:00 - 14:00

Lunch

14:00 - 15:30

Sessions

14:00 – 15:00
Track 2

In this interactive forum, attendees will take part in a series of intense sessions focused on key milestones in the development of a trusted communications advisor – maximizing opportunities for development, creating defining moments, and understanding the business context. Through interactive conversations, the audience will be encouraged to find their own action plans for positioning their strategic value to the executive management.
14:00 - 14:30
Covid-19 Track

The coronavirus Covid19 placed China under a lock-down with tens of millions of people in quarantine. Social media proved to be the backbone of Chinese society during these challenging times – for companies as well as citizens. How did social media and corporate communications work during the different phases of the crisis? How did consumers react? And what can communicators learn for other markets?
14:30 - 15:00
Covid-19 Track

Who takes care of communicators? During every crisis, including the COVID-19 pandemic, organizations turn towards their most important stakeholders. While doing so, they rely heavily on communicators to respond in a timely and appropriate manner. This session will focus on supporting communicators during times of crisis focusing on mental health and professional development at times when resources are scarce and demands of communicators own resources are very high.
15:00 - 15:30
Track 1

Delivering social media campaigns from a centralised location to points around the world requires brand consistency, social listening on a global scale, and the recognition that different markets have different needs. But who has priority, who should control the message, how to match resources, and how to create full strategy with global and local assets? In this session, we’ll take you through the essential of creating and executing a global social media campaign. Presented by the Digital Communication Awards.
15:00 - 15:30
Track 2

Are agile practices a case of hype – or hope? Kirstin Simons and Ernst Weijers present a field report on the steep learning curve involved in adapting agile practices for integrated corporate communication and public affairs. From breaking down silos to delivering more impactful campaigns, from project vision to Sprint meetings, Kirstin and Ernst break down the agile journey, step by step.
15:30 - 16:00

Break

16:00 - 16:30
Track 1

Berlin’s start-up scene is second to none in Europe – a company is founded every 20 minutes in the German capital. But what can international corporate communicators learn from their counterparts in smaller start-ups about building up an organisational culture from scratch, establishing a hands-on and lean newsroom, working in close cooperation with company founders, establishing the strategic role of communications, and mining and deriving value from analytics? In this session, communication leaders from two of Europe’s most dynamic start-up success stories give front-seat insights into harnessing the passion and energy of the start-up scene.
16:00 - 16:30
Covid-19 Track

Covid19 has presented some interesting communications challenges – how do you get everyone working from home quickly, and how do you now start to approach getting some colleagues back safely? With many colleagues now working from their own homes, what channel mix is working, and what style of content? Are there things that need to be on the radar immediately that haven’t been before?

 

RB has 45,000 employees and is present in 6 continents. It sells 20 million products a day, including ranges of Dettol and Lysol which have now been recognised as being effective at inactivating SARS-COV-2.  The company last week took an open-source approach to sharing its guide to returning to the workplace via social media. When it comes to communications, there have been a myriad of small changes and trade-offs since March.

 

This session will share some of the practical ways in which the team at RB approached comms during this time – from getting everyone out of the offices, to now considering how and if to get people back into them and some of the ways in which this period has resulted in opportunities for communicating differently.

16:30 - 17:00
Fireside Chat

Marian Salzman has been a disruptive force within the communications industry for more than three decades. One of the world’s most-awarded PR executives, she has enjoyed a varied career—from an early stint as an internet entrepreneur to chief marketing and chief strategy officer at several advertising agencies and nearly a decade as CEO of Havas PR North America. An author of multiple books, Marian is known as one of the world’s top five trendspotters. Her annual trends report has been called “a bible for companies wanting to know the next big thing.”

In this fireside chat, Marian will share her insights into tomorrow’s transformational trends and will explore how we can inject calm, civility, and clarity into a world that can seem to be spinning out of control. Marian will also talk about the huge challenge she has taken on as senior vice president, global communications at Philip Morris International as the company undergoes the biggest transformation in its history to help address the problem of smoking.

17:00 - 17: 15

Closing remarks

Day 2: 29 May

08:15 - 08:45

Treat your body and mind with a refreshing morning kick-off. Easy yoga movements, breath-work and meditation will make you feel like Zen throughout your entire day. Grab your yoga mat, or just take the chair, carpet, towel or floor.
09:00 - 09:15

Welcome

10:00 - 10:45
Panel

Does western brands’ ignorance of China hamper their ability to succeed there, particularly on occasions of reputation and crisis? How will global political tensions shape trade relations between China and the west – and what will the trickle down effects be on social media campaigns and employee engagement in China?
10:45 - 11:15

Break

11:15 - 12:45

Sessions

11:15 - 11:45
Track 1

In this session, you will learn the vital importance of building an ambassador community to reinforce your employer branding. Questions to be answered will include how to start a movement of engaged employees, what content is relevant when you run an employer branding programme, what KPIs can be used to determine success, and why engaged employees are your key for success to overcome the crisis.
11:15 - 12:00
Track 2

A word has always had the power to change the world, but the intensity of communications in a fragile political world reaches news peaks almost every day. Forces of division grow stronger as the liberal democracy is struggling to find a coherent messaging across the globe. Together with distinguished experts and practitioners from different world regions – Europe, North- and Latin America – we will explore the challenges for political communicators and discuss what works and what does not.
11:15 - 11:45
Covid-19 Track

NATO has responded to the challenges of COVID-19 by adapting its communications and demonstrating its role supporting civilian authorities dealing with the pandemic. New threats, such as the proliferation of disinformation, have not made this task easier; but a strong understanding of the information environment has facilitated engaging external communications to counter hostile information and build resilience. NATO continues to communicate to reassure its publics that it remains ready to keep its citizens safe and respond to future challenges.
11:45 - 12:15
Track 1

As Chief Storyteller at GE, Tomas Kellner leads GE Reports, the global engineering company’s award-winning content and media platform. In this conversation, Tomas will talk about his career in journalism and in producing content for a large, multinational corporation. He will explain the strategic value of brand journalism and address the importance of developing internal sources (and marshalling resources) to create engaging content that not only tells the story of the company and its people, but also supports its business strategy. He will also discuss the importance and benefits of rigorous internal checks and reviews, and explain how companies can use storytelling to provide customers, investors, and the public in general a unique perspective on what the world is going to look like.
12:00 - 12:45
Track 2

Covid-19 had a huge impact on our lives, and it is dramatically changing the way we communicate to each other, personally and professionally. Many industries and corporations have been severely impacted. On the other hand, one of the sectors that is experiencing growth and a new form of development is the communications sector, which is becoming even more important and key than ever.

The question should now be: what is next in the new normal world? How is this virus and the fallout going to change communications? Are business trips a thing of the past for non-field personnel? Is the physical trade show on the way out? How are we going to engage with customers in a world of social distancing?

While we suspect that face to face contact will continue to be a key sales tool, digital/VR experiences might replace the early stages, and the use of technologies will take a larger share.

During this ‘Insight’ speech, we will look at how customer experiences are evolving and why a #humanless culture will never be the answer.

11:45-12:15
Covid-19 Track

Corona has changed the corporate world. Companies are facing new challenges that they must solve quickly and in an uncomplicated way. And so do we at COYO. In this session we, as a young, dynamic company, will share with you what experiences we have gained so far. Especially we take a look at the following three areas and what role internal communication plays in them: How we work together, how we live our culture and how we lead our employees through this special time.
12:15 -12:45
Track 1

Harness the power of laughter in your communications as we move forward into a new era. Monique will share how using humour in your strategy can spark conversations, position leaders and enable difficult discussions as a part of transformational organisational change. Using a case study from one of Australia’s largest government departments, she’ll show you how cheeky cartoons and effective use of their enterprise social network ignited grassroots change. Monique will cover agile strategy implementation, negating risks, cultural considerations, lessons learnt and why letting go and giving ownership to employees brings results.
12:15 - 12:45
Covid-19 Track

Viruses know no border, and our response to the global pandemic shall also be beyond borders. Since the outbreak of COVID-19, a number of companies have been contributing to containing the spread of the virus with in-kind and monetary donations. How does success look like for companies amid COVID-19, what challenges do they have to face and what will happen in the next “new normal”. Cynthia Chan, Head of Corporate Communications, Greater China for Covestro will share her insights on how to engage employees amid the crisis and how to better communicate with each other for an increased impact.
12:45 - 13:45

Lunch

13:45 - 15:15

Sessions

13:45 - 14:15
Track 1

Identifying skills gaps within your Communications team not only improves the functions’ performance – it can effect organisational transformation. From resource and people management to boardroom skills or tech expertise, missing competencies in your team members – whether they are new talents or experienced leaders – can be plugged up in a way that brings measurable value; drawing on the latest CIPR research, Jenni Field will explain how.
13:45 - 14:15
Track 2

As trusted advisor the CEO and C-Suite, it is up to the communications leader to bring cybersecurity – the protection of valuable intellectual property and business information – front and centre of the executive agenda. In this Insight session, Rainer Bock, Head of Production, Cyber Content at Kaspersky, explains how a proactive communications strategy can help comms teams benefit from the cybersecurity hype, improve cyber discussions within the organisation, and how content and brand activation can trigger top management buy in for a strategic approach to cybersecurity. Presented by European Excellence Awards
13:45 – 14:15
Covid-19 Track

How do you position CEOs and board members as thought leaders in a massive transformation environment? Anna Beranek is part of the global executive affairs team responsible for positioning board members in an authentic way; in this session, she will explain how data-driven storytelling, radical collaboration and trusting relationships enable Siemens’ top executives to communicate in fast-paced, political and uncertain environments in real time and lead by example.
14:15 - 15:15
Track 1

More is expected of companies today than ever before as partners of government in addressing the climate emergency. Companies’ pledges, practices and public positioning are under the spotlight and strategies are fragmented. What happens when there is a disconnect between pledge and practice? How do you ensure employees walk the corporate talk?
14:15 - 14:45
Track 2

From President Xi Jinping’s public support for blockchain to the billions poured into funding for start-ups and China’s championing of FinTech, China’s audacious and inventive tech scene is fast catching up to America’s pole position as tech leader -and contributes to political tensions on the global scale. But what do western companies need to know about China’s tech investment, what problems exist in legacy inconsistencies between eastern and western systems – and where will the next world-dominating innovation come from?
14:15 - 14:45
Covid-19 Track

Epidemies and pandemics often refocus organizations on their employees and their wellbeing and resort to minimal yet vital information exchange with their external audiences. Going beyond the usual letters from the CEO and marketing campaigns, this panel highlights successful social media and private-public initiatives to move both communications and organizations, creatively, during and after the pandemic.
14:45 - 15:15
Track 2

Louis will discuss the first findings of a study he currently conducts on communications during mergers & acquisitions.  He looks at the impact of frequency and depth of communication s and the correlation with strategic business outcomes. From interviews with investors, senior executives and communication leads in Germany, France, Belgium and Switzerland, he tries to understand how balanced communications optimizes the collective adherence from internal and external audiences to a transaction.
14:45 - 15:15
Covid-19 Track

Working in Russia and CIS requires you to be flexible and fast-thinking, as the markets are very complex. During the workshop I will share some useful hints to help you navigate this unique market’s special features after the COVID-19 crisis.
15:15 - 15:30

Break

15:30 - 16:00
Keynote

Black holes are the universe’s most mysterious phenomenon: extreme concentrations of matter with a gravitational attraction so strong that not even light can escape. The inside of black holes is shielded from observations by an event horizon, a virtual one-way membrane through which matter, light and information can enter but never leave. Recently, a team of scientists achieved the unthinkable and made the first image of a black hole – named the top scientific breakthrough of 2019 by the journal Science. The team’s chief scientist, Professor Dr. Heino Falcke, is also a lay pastor: for him, black holes do not represent a contradiction with his religious beliefs. In his keynote, Heino will discuss the work involved in photographing black holes and reflect on the relationship between science and faith.
16:00 - 16:10

Closing remarks