EXPERIENCE THE - Global Communication Summit · CHINESE SOCIAL MEDIA COMMUNICATION DURING THE...

28—29 MAY 2020RADIALSYSTEM BERLIN

FULL PROGRAMME AND TICKETS: WWW.COMMUNICATION-SUMMIT.EU

#COMMSSUMMIT

FOR LEADERS

AND NEW

TALENTS IN PR

TRANSFORMLEADERSHIP

TRANSFORMWORK

TRANSFORMTHE WORLD

TRANSFORMORGANISATIONS

SEE PAGE 12 FOR DETAILS

PLUS

E X P E R I E N C E T H E

E X P E R I E N C E T H E G L O B A L C O M M U N I C A T I O N


CORPORATE ACTIVISM INTERNAL COMMS

MENTORSHIP SKILLS DEVELOPMENT

CRISIS MANAGEMENT ARTIFICIAL INTELLIGENCE

MANAGEMENT MARKETING

STORYTELLING FAKE NEWSCEO POSITIONING

CYBER SECURITY CSRDATA & ANALYTICS

SOCIAL MEDIAREPUTATION CLIMATE CHANGE

AGILEPOPULISM C SUITE

2DAYS

IN BERLIN

5+INNOVATION EXPEDITIONS

70+INFLUENTIAL

SPEAKERS

400+COMMUNICATION PROFESSIONALS

WELCOME TO THE GLOBAL COMMUNICATION SUMMIT 2020

A changing world demands new approaches to politics, business, trade and work – and to the role and profile of communications professionals. Recent headlines – from protests in Hong Kong to the bushfire inferno in Australia, impeachment in the White House and tensions in the EU – drive home the message that ‘business as usual’ no longer cuts it.It’s up to all of us – from senior communications leaders to new talents at the start of their careers – to hear and respond to new global dynamics. At the Global Communication Summit, the annual flagship event for international communication and PR professionals, communications is the thread that helps us navigate an uncertain world.To explore this idea more fully, the Global Communication Summit 2020 features four parallel tracks:

• TRANSFORM WORK: How are new tools and trends changing the way communicators work on a daily basis?

• TRANSFORM ORGANISATIONS: Whether multinational corporation or local not-for-profit, the organisations we work for are changing in ways unimaginable just a few years ago

• TRANSFORM LEADERSHIP: New societal expectations of what leaders should deliver combine with new leadership opportunities for comms professionals at all levels

• TRANSFORM THE WORLD: What Generation Greta has known all along: communications can empower anyone to make a change and have real impact

But that’s not all: to mark our global reach, we’ve included a special focus on China: keynotes, panels and break-out sessions will explore business and communications in the world’s most fascinating market. See page 12 for more details.Finally, an extra track features in-depth interactive workshops, where the lessons you’ve learned at the Summit can be road tested.Join us on May 28–29 on a journey of transformation and learn how global developments affect the communicator’s role – and how the communicator can stake out a global position.

Karin HelmstaedtModerator


#COMMSSUMMIT 3

DAY ONE PROGRAMME28 MAY 2020

4 #COMMSSUMMIT

Registration Opens Radialsystem, Berlin

Opening Keynote & Main Stage Panel Main Stage see pages 6–7

Kick Off Main Stage

Track Sessions Begin see pages 8–11

Lunch

Afternoon Track Sessions Begin see pages 8–11

Closing Keynote Main Stage

Evening Party Radialsystem V, Berlin

4 #COMMSSUMMIT

Created by Professor Ana Adi, Women in PR is a podcast about women that have embraced PR and made it shine. As part of GCS 2020, Ana will interview Marian Salzman, Senior Vice President, Global Communications at PMI, on trends and transformations.

Shifting business models, demographics, regulatory contexts and geopolitical tensions are some of the factors explored in our CCO panel on day one; on day two, the political and business context of the China-West relationship will be debated by a diverse panel of experts.

From crisis scenario training to issue management bootcamp, our workshops are the perfect way to deep dive into a specific communications and PR discipline. Whether you want to compare your capabilities with peers or learn something new.

LIVE

PODCAST

LISTEN DISCUSS LEARN

MAIN STAGE

DEBATESINTERACTIVE

WORKSHOPS

TRANSFORMWORK

TRANSFORMORGANISATIONS

T R A C K 1 T R A C K 2

08.00

13.00

09.45

17.40

09.30

14.10

11.50

18.30

DAY TWO PROGRAMME29 MAY 2020

#COMMSSUMMIT 5

Doors Open Radialsystem, Berlin

Welcome Main Stage

Track Sessions Begin see pages 8–11

Opening Keynote & Main Stage Panel Main Stage see pages 6–7

Lunch

Afternoon Track Sessions Begin see pages 8–11

Closing Keynote Main Stage

End of GCS 2020

#COMMSSUMMIT 5

The opportunity to connect with international PR and comms professionals is one of the most powerful advantages in attending the Summit. In coffee breaks or at lunch, over evening drinks or breakfast, making new contacts and creating opportunities has never been easier.

At the end of the Summit’s first day, our colourful after party is the ideal excuse to let your hair down, unwind, dance and make new friends in the heart of Berlin. A special evening performance will kick off the festivities in style as we party on the banks of the River Spree.

Our exciting offsite-programme includes visits to co-working spaces, innovation hubs, newsrooms, start-ups and more hotspots in Berlin. Join the tour and learn from speakers in their own setting as they walk you through their spaces and explain their concept.

CONNECT CELEBRATE EXPLORE

EVENING

PARTYRELAXED

NETWORKINGINNOVATION

EXPEDITIONS

TRANSFORMLEADERSHIP

TRANSFORMTHE WORLD

T R A C K 3 T R A C K 4

08.00

12.10

09.00

15.40

08.50

13.20

11.00

16.30

08.00 –09.30 Registration

09.30–09.45 Welcome Remarks

09.45–10.30 KEYNOTE

Finding the sweet spot between activism and businessK. Corley Kenna, Patagonia

10.30–11.20 PANEL

Global perspectives on the Chief Communications OfficerChristof Ehrhart, Robert Bosch; Brian Lott, Mubadala; Olga Podoinitsyna, VTB Capital; Robert Ardelt, APCO Worldwide

1TRANSFORM WORK 2

TRANSFORM ORGANISATIONS 3

TRANSFORM LEADERSHIP 4

TRANSFORM THE WORLD +

11.50–12.30 INSIGHTGLOBAL TRENDS TRANSFORMING COMMUNICATION STRATEGIES

BEST CASEHOW TO INSPIRE, HOW TO CHANGE: STEPPING OUT OF YOUR COMFORT ZONE AND ENSURING SUSTAINABLE CHANGE

INSIGHTSTRATEGIC CRAFTSMAN - BE THE COMMUNICATOR YOUR BUSINESS NEEDS

PANELFROM CIRCULAR ECONOMY TO CLIMATE CHANGE: GETTING SUSTAINABILITY COMMUNICATIONS RIGHT

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Matthew Painter & Thomas Fife-Schaw, Ipsos Corporate Reputation Byung-Hun Park, Viessmann

Mette Refshauge, A.P Moller-Maersk

12.30–13.00 TBC. IABC PRESENTSINTEGRATION AND ALIGNMENT

BEST CASEGLOBAL THOUGHT LEADERSHIP IN CHANGING BUSINESSES, CHANGING INDUSTRIES

Jo Sullivan, Conscience ConsultingDaniel Mittler, GreenpeaceBrian Carroll, Solvay

Zipporah Maubane, Altron Stephen Welch, IABC EMENA Anna Beranek, Siemens

13.00–14.10 Lunch

14.10–14.55 INSIGHTTHE FOURTH DIMENSION: CUSTOMER EXPERIENCES IN SPACE

BEST CASELEARNING TO LAUGH: USING HUMOUR TO CUT THROUGH AND ENGAGE WITH STAFF

IN CONVERSATIONA DIFFERENT ROUTE TO THE TOP

CHINA FOCUSCHINESE SOCIAL MEDIA COMMUNICATION DURING THE CORONAVIRUS CRISIS

Thomas Hundt, Jangled Nerves Monique Zytnik

Hannah Peech, Odgers BerndtsonJennie Younger, King‘s College London and King‘s Health Partners

Sven Spöde, Oliver Schrott Kommunikation

15.05–15.50 DCA PRESENTSSOCIAL MEDIA: GLOBAL VERSUS LOCAL

BEST CASECOACHING THE SCRUM: THE AGILE JOURNEY

IN CONVERSATIONTHE HUMANITY OF LEADERSHIP

BEST CASESDGS, STRATEGY AND BRAND

Thiane Loureiro, Hercules TP

Kirstin Simons, EssentErnst Weijers, Innovation Booster

Rupert Younger, Saïd Business SchoolThomas Middelhoff Jeppe Glahn, Novozymes

15.50–16.20 Break

16.20–16.50 BEST CASEDEFINING AND DEVELOPING CORPORATE INFLUENCERS

CHINA FOCUSNAVIGATING CHINA’S PUBLIC AFFAIRS LANDSCAPE

INSIGHTLEADING WITH MINDFULNESS

INSIGHTHEALTHCARE COMMUNICATION: DRIVING BEHAVIOURAL CHANGE

Hendrik de Wit, Refresco Constantin Birnstiel, MerckKarina Furga-Dąbrowska, Dentons Bhavna Singh, OPPI

17.00–17.30 CHINA FOCUSCHINA’S PUBLIC DIPLOMACY AND REPUTATIONAL RISK

IN CONVERSATIONLEARNING FROM START-UPS

TBC. IN CONVERSATIONA TRANSFORMED ROLE ON THE WORLD STAGE

Kerstin Lohse-Friedrich, Mercator Institute for China Studies

Veronica Fresneau, ViveSimon Ueberheide, RCKT Carmen Romero, NATO

17.40–18.20 FIRESIDE CHAT

Trends and transformationMarian Salzman, PMI interviewd by Ana Adi, Women in PR podcast

18.30–Late Dinner & GCS Party

DAY ONE PROGRAMME28 MAY 2020

MORE SESSIONS, NEW SPEAKERS AND UPDATES >>>>>>>> WWW.COMMUNICATION-SUMMIT.EU

08.00 –08.50 Registration

08.50–09.00 Welcome Remarks

09.00–09.45 KEYNOTE

Navigating a complex media landscape in the face of adversityJoy Tan, Huawei

09.45–10.30 PANEL

China and the West, 2020 and beyondDr. Yu Jie, Chatham House; Noah Barkin, MERICS; Jia Song, West Meets East

1TRANSFORM WORK 2

TRANSFORM ORGANISATIONS 3

TRANSFORM LEADERSHIP 4

TRANSFORM THE WORLD +

11.00–11.30 IN CONVERSATIONSTORYTELLING: A JOURNALIST INSIDE THE COMPANY

IMPULSEPUBLIC INSTITUTIONS COMMUNICATION IN THE DIGITAL AGE

TBC. PANELPOLITICAL COMMUNICATIONS IN A POLARISED WORLD

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Tomas Kellner, GEMatteo Maggiore, European Investment Bank

11.40–12.10 IN CONVERSATIONREPUTATION, BEHAVIOUR AND CRISIS

BEST CASEHOW TO DRIVE SOCIETAL TRANSFORMATION THROUGH MULTI-LAYERED STAKEHOLDER COMMUNICATION

EEA PRESENTSCYBER SECURITY: MORE OPPORTUNITY THAN THREAT?

Sandra Busch-Janser, Konrad Adenuaer FoundationDaniel Supervielle, University of MontevideoKristen Soltis Anderson, Co-Founder, Echelon InsightsUdo Zolleis, EPP Group in the European Parliament

Carlo-Parrado-Curros, ShellSandra Macleod, Echo Research Stefan Nerpin, Volvo Buses Rainer Bock, Kaspersky Lab

12.10–13.20 Lunch

13.20–13.50 CHINA FOCUSFAITHFULNESS, EXPRESSIVENESS AND ELEGANCE: TRANSLATING WESTERN BRANDS INTO CHINESE

PANELCHANGING THE SHAPE OF INTERNAL COMMUNICATIONS

FORUMPOSITIONING LEADERSHIP, DEMONSTRATING VALUE: THE COMMUNICATOR AS TRUSTED ADVISOR

BEST CASEWHERE EMPLOYEE ENGAGEMENT AND SUSTAINABILITY MEET

Cynthia Chan, Covestro Jo Osborne, RB

14.00–14.30 INSIGHTM&A COMMUNICATIONS: THE ULTIMATE CHALLENGE?

Mike Klein, Changing the TermsRachel Fraser, Manchester UnitedMarkus Leutert, AKKA TechnologiesCaroline Thomas-Kroger, OmnioJanet Hitchen, Internal Comms Consultant

CHINA FOCUSHARNESSING THE NEXT WAVE

Corinne Holtshausen, CargillLouis de Schorlemer, Corproate Diplomat

Anders Monrad Rendtorff, VL-The Danish Management SocietyGitte Gravengaard, University of CopenhagenManuel Vigilus, COWI Zipporah Maubane, Altron Peko Wan, Pundi X

14.30–15.00 Break

15.00–15.30 CIPR PRESENTSPLUG THE SKILLS GAP, ACHIEVE CHANGE

TBC. INSIGHTLEADING DIVERSITY

INSIGHTCONSTRUCTIVE NEWS AND SUSTAINABLE COMMUNICATIONS

Jenni Field, Chartered Institute of Public Realtions Sarah Cordivano, Zalando

Thomas Ravn-Pedersen, World‘s Best News

15.40–16.20 KEYNOTE

Black holes and revelations: seeing the impossibleRadboud University

16.20–16.30 Closing Remarks

DAY TWO PROGRAMME29 MAY 2020


4 #COMMSSUMMIT

K. CORLEY KENNAON THE SWEET SPOT BETWEEN ACTIVISM AND BUSINESS

MARIAN SALZMAN ON TRENDS AND TRANSFORMATIONS

DAY 1 09.45–10:30

DAY 1 17.40–18.20

Navigating the complex media and communications landscape can be a challenge for companies across all industries. However with the right approach, the media can help proliferate a brand’s core values and work’s impact on the world. Joy Tan will discuss how she leads her team and manages a comprehensive communications programme to consistently engage with and nurture a positive relationship with the media in the face of adversity and bias in the U.S. Joy’s presentation will explore how modern media has evolved and how brands can use these developments to deliver meaningful stories to the media and the wider public.

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.

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 and 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, recorded live for the Women in PR podcast, 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.

JOY TAN ON NAVIGATING A COMPLEX MEDIA LANDSCAPE IN THE FACE OF ADVERSITY

KEYNOTE

1

FIRE-SIDE CHAT

DAY 2 09.00–09.45

INSPIRING KEY

NOTES

KEYNOTE

2

Joy Tan Senior Vice President of Public Affairs, Huawei Technologies USA

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.

HEINO FALCKE ON BLACK HOLES AND REVELATIONS: SEEING THE IMPOSSIBLE

KEYNOTE

3

DAY 2 15.40–16.20

Heino FalckeProfessor of Astrophysics, Radboud University

K. Corley KennaDirector Global

Comms and Public Relations, Patagonia

Marian Salzman Senior Vice

President, Global Communications

Philip Morris International (PMI)

WWW.COMMUNICATION-SUMMIT.EU

Moderator Karin Helmstaedt leads main stage plenary panels that deliver expert insight and thought-provoking opinions. Elsewhere in the programme,

our roundtables engage, debate and discuss

with industry leaders.

#COMMSSUMMIT 5

DAY 1 10.30–11.20

DAY 2 09.45–10.30

DAY 2 13.20–14.30

MAINSTAGEPANEL

PANELS, ROUND TABLES AND MORE

Shifting business models, demographics, regulatory contexts and geopolitical tensions are some of the factors that are redefining the role of the Chief Communications Officer. How do today’s communications and corporate affairs leaders stay in the know while navigating a transformed communications and business landscape? And what advice to they have for the next generation of new talents on public relations and communications? Leading communications leaders from around the globe will discuss their work in the context of a transforming world.

GLOBAL PERSPECTIVES ON THE CCO

Christof E. Ehrhart, Executive Vice President Corporate Communications & Governmental Affairs at Robert Bosch

Mike Klein, Principal, Changing the Terms

Olga Podoinitsyna, Former Member of the Board, VTB Capital

Markus Leutert, Group Head of Communications, AKKA Technologies

Brian Lott, Chief Communications Officer, Mubadala

Caroline Thomas- Korger, Head of Employee Experience and Communications, Omio

Rachel Fraser, Head of Internal Communications, Manchester United

Janet Hitchen, Internal Communications Consultant

2019 was a challenging year for China’s relationship with the West. Whether protests in Hong Kong, trade war with the US, or predictions that its economic growth is set to slow to a 30-year low in 2020, the world’s most populous country is the focus of much heated debate – some of it based on profound misconceptions. China’s role is growing and will affect the world’s economy and security, and Europe needs a more nuanced China policy. Our panel of experts will discuss how global political tensions will shape relations between China and the West going forward – and what are the trickle down effects on western companies doing business and business communications in China.

CHINA AND THE WEST, 2020 AND BEYOND

CHANGING THE SHAPE OF INTERNAL COMMUNICATIONS

Noah Barkin, Visiting Academic Fellow, Mercator Institute for China Studies

Jia Song, Founder, West meets East

Dr Yu Jie, Senior Research Fellow on China, Chatham House

Let’s discuss today’s internal comms 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 communica-tions as a value generator and/or risk mitigation; growing internal communications as an organisa-tion scales up; the role of communications leaders in creating the right climate for internal commu-nications and addressing blockers and barriers in the path of any or all of these.

MAINSTAGEPANEL

ROUND TABLE

WWW.COMMUNICATION-SUMMIT.EU

6 #COMMSSUMMIT

Identifying skills gaps within your team not only improves the functions’ performance – it can ef-fect 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 addressed in a way that brings measureable value; drawing on the latest CIPR research, Jenni Field will explain how.

PLUG THE SKILLS GAP, ACHIEVE CHANGE

Jenni Field, President, Chartered Institute of Public Relations


DAY 2 BEST CASE

15.00–15.30

Named as one of the Top 10 of Britain’s Most Admired Companies by Man-agement Today in 2019, Shell faces several areas of reputation challenges, from taxation to fossil fuels. These issues come into sharp focus in times of a crisis, as Carlo Parrado Curros explains to Sandra MacLeod, Expert Witness in Reputation. He will discuss how to build robust capabilities for unexpected, unfortunate events impacting stakeholders’ trust in the or-ganisation – and how this buffers a corporate reputation in the long term.

REPUTATION, BEHAVIOUR AND CRISIS

Carlo Parrado Curros, Global Head of Crisis Management, Shell

Louis de Schorleme, Managing Partner, Corporate Diplomat

Sandra MacLeod, CEO, Echo Research

Corinne Holtshausen, Regional Communications Lead (EMEA), Cargill

Immersive technologies and sensory branding create rich and 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, creating sensual, emotional experiences that touch people and profile brands on a whole new level. In this session, explore how to transform messages into truly immersive experiences.

From the earliest stages right through to announcements and closure, explore the power of communications in integrated deal-planning teams. Gain insight into the creation of a centre of expertise for M&A communications, and into dealing with potential market leaks, working on reputational issues mapping, planning complex communications cascades and partnering with counterparties’ communications leads.

M&A COMMUNICATIONS: THE ULTIMATE CHALLENGE?

Thomas Hundt, Managing Partner,jangled nerves

DAY 2 IN CON-

VERSATION11.40–12.10

DAY 1 INSIGHT

14.10–14.55

DAY 2 INSIGHT

14.00–14.30

TRACK 1TRANSFORM

WORKNever have communicators had so many tools and

opportunities at their disposal, and never have they faced so many disruptions to their work.

Open source, sharing economy, remote teams, flat hierarchies and virtual meetings: the way

we work with each other has never been so fluid. At the same time, anxieties about

privacy and manipulation, deep fakes and disinformation, pose urgent questions.

Where is the human in the midst of the new technological

landscape?

Tomas Kellner leads GE Reports, the company’s award-winning content and media platform. He will talk about his career in journalism and in pro-ducing content for a large, multinational corporation, explain the strategic value of brand journalism, and address the importance of developing internal sources 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 benefits of rigorous internal checks and reviews, and explain how companies can use storytelling to provide customers, inves-tors, and the public a unique perspective on the world.

A JOURNALISTINSIDE THE COMPANY

Tomas Kellner, Chief Storyteller, GE

DAY 2 IN CON-

VERSATION 11.00–11.30

Delivering social media campaigns from a central-ised location to points around the world requires brand consistency, social listening at scale, and recognising that different markets have different needs. But who has priority, who controls the mes-sage, how to match resources, and how to create strategy with global and local assets? In this ses-sion, we’ll take you through the essentials of creat-ing and executing a global social media campaign.

SOCIAL MEDIA: GLOBAL VERSUS LOCAL

Thiane Loureiro, Global Social Media Director, Hercules Transforming Communication

DAY 1 INSIGHT

15.05–15.50

THE FOURTH DIMENSION: CUSTOMER EXPERIENCES IN SPACE

TRACK 2TRANSFORM

ORGA NISATIONSLook around: the organisation where you work has transformed over just the past few years.

This means that communicators and their leadership teams must work to a new set of

rules, one that unlocks the power of strategic communication in building the organisation of

the future. Intersectional reputation risks, brand challenges and more demanding audiences create a constantly shifting

ecosystem – and a chance for communicators to be more

relevant than ever.

Great operational performance and strategic wins relies on consistent integration of company messages across brand marketing, internal comms, customer, market landscape, PR and stakeholder relations; it also requires open and transparent communications, including a management that is upfront about its challenges. Zipporah Maubane talks to Stephen Welch about influencing and executing strategy.

INTEGRATION AND ALIGNMENT

Zipporah Maubane, Group Executive Marketing & Investor Relations, Altron

Veronica Fresneau, Head of Marketing & Communications, Vive

Stephen Welch, Chairman, IABC EMENA

Simon Ueberheide, Director of Communications, RCKT

The moto “Data is the new currency” not only applies to commerce: for public institutions, it imbues every transaction and raises dilemmas about partnerships, reach, impact and the use of knowledge and analytics. This session will explore the implications of changing technology, audience and public discourse, and reflect on the balance to be struck by public institutions, both in the financial and political realm.

Volvo Buses is a leader in electro mobility transfor-mation, impacting CO2 emissions, noise pollution and accident reduction, to name a few; behind its drive for infrastructural transformation is a no-less ambitious communications and public affairs strat-egy centred around a multi-layered approach to stakeholders. In this session, learn how to create impactful stakeholder and innovation messaging.

Berlin’s start-up scene is second to none in Europe. But what can cor-porate 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, communicators from two of Europe’s start-up success stories give front seat insights into har-nessing the energy of start-ups.

COMMUNICATING PUBLIC INSTITUTIONS IN A DIGITAL AGE

SOCIETAL TRANSFOR-MATION THROUGH STAKEHOLDER COMMS

LEARNING FROM START-UPS

Matteo Maggiore, Director of Communication, European Investment Bank

Stefan Nerpin, Senior Vice President Marketing, Communications and Public Affairs, Volvo Buses

DAY 1 BEST CASE12.30–13.00


DAY 2 IMPULSE

11.00–11.30


DAY 1 IN CON-


#COMMSSUMMIT 7

The real power of strategic communications lies in triggering behavioural change in individ-uals, teams and organisations: working with C-Suite, HR and teams across the organisation and empowering people to become role mod-els. However, this all depends on the commu-nications leader stepping up and owning the power and responsibility of his or her role.

STEPPING OUT OF YOUR COMFORT ZONE AND ENSURING CHANGE

Byung-Hun Park, Vice President Corporate Communications, Viessmann


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.

COACHING THE SCRUM: THE AGILE JOURNEY

Kirstin Simons, Director of Corporate Affairs, Essent

Ernst Weijers, Senior Consultant, Innovation Booster

DAY 1 BEST CASE

15.05–15.50

TRACK 3TRANSFORMLEADERSHIP

Today’s leaders, whether in politics or business, are expected to perform an increasingly societal role. How can the communicator support them

in this? Also, with ever-increasing number of companies inviting comms professionals onto the executive board, defining the relationship

between communications, leadership and corporate strategy is more urgent than ever.

In this track, today’s comms executives meet the next generation of leaders

as we deep dive into career and strategy.

Corporate leaders are expected to be strategic, decisive, engaging and empowering. But what about the value of humanity in leadership? Rupert Younger will talk with Thomas Middelhoff about his background in leading major organisations and the personal transformation that he has undertaken following his removal from office and his time in prison. It will be a rare opportunity to hear about corporate hubris, learning from failure, and the power of forgiveness.

THE HUMANITY OF LEADERSHIP

Rupert Younger, Director, Oxford University Centre for Corporate Reputation

Dr. Thomas Middelhoff, former CEO, Bertelsmann

8 #COMMSSUMMIT

Inclusion and diversity are strategic advantages for any organization. While prioritizing inclusive communication can be a powerful tool to reach your audience and engage employees in an authentic way, it is above all an organisation’s leadership that is expected to set the agenda in diversity strategy and programs. But how do leaders develop the skills and confidence neces-sary in order to act authentically and with con-viction as role models on diversity and inclusion?

Communications leaders are confronted with a new playing field, one that calls for new skills, agility and innovation, alongside the expectation to be a strategic advisor to the C-suite. Showing leadership and getting thebalance right offers a unique opportunity to strengthen the backbone of the function and significantly increase business value-add. Getting it wrong, however, could mean lost opportunities – and relevance.

How do you position CEOs and board members as thought leaders in a massive transformation environment? Anna Beranek is part of the global communications thought leadership team respon-sible for positioning managing board members and top executives in an authentic way; she will explain how radical collaboration and trusting relationships enable Siemens’ top executives to communicate in fast-paced and political environ-ments in real time.

In an era of constant digital disruption, neuroscience-based practices that unlock and develop the human potential of business professionals are crucial. In this session, explore mindfulness, emotional intelligence and resilience as a means of improving leadership, team development and performance. The goal is a working-culture where high performance is based on compassionate leadership, authenticity, appreciation, honesty, openness and respect.

After you have reached Chief Communications Officer/ Corporate Affairs Director level, what next? The not-for-profit and public sector can provide rich opportunities for those who are willing to take a more altruistic approach to their career. Jennie Younger will share how she found a role that would build on her career in corporate affairs, and explain why corporate affairs and communications professionals must be more proactive in their pursuit of wider leadership roles.

A MORE INCLUSIVE LEADERSHIP

STRATEGY OROPERATIONS?THE LEADERSHIPCONUNDRUM

GLOBAL THOUGHT LEADERSHIP IN TIMES OF TRANSFORMATION

LEADING WITH MINDFULNESS

A DIFFERENT ROUTE TO THE TOP?

Sarah Cordivano, Diversity and Inclusion Officer, Zalando

Mette Refshauge, Vice President Head of Corporate,Communications, Maersk

Anna Beranek, Senior Manager Executive Positioning, Siemens

Karina Furga-Dąbrowska, Partner, Europe Chief Mindfulness Officer, Dentons

Hannah Peech, Partner, Odgers Berndtson

Jennie Younger, Executive Director Development, King’s College London and King’s Health Partners

DAY 1 IN CON-


DAY 2 INSIGHT

11.00–11.30

DAY 2 INSIGHT

15.00–15.30


DAY 1 INSIGHT

11.50–12.20

DAY 1 IN CON-



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.

POLITICAL COMMUNICATIONS IN A POLARISED WORLD

Sandra Busch-Janser, Head of Political Communication, Konrad Adenauer Foundation

Jo Sullivan, Chief Executive Officer, Conscience Consulting

Daniel Supervielle, Professor of Communication, University of Montevideo

Kristen Soltis Anderson, Author and Pollster

Daniel Mittler, Global Campaign Leader/Political Director, Greenpeace

Brian Carroll, Global Head of Media Relations, Solvay

#GCS2020 9

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?

FROM CIRCULAR ECONOMY TO CLIMATE CHANGE: GETTING SUSTAINABILITY COMMUNICATIONS RIGHT

DAY 2 PANEL

11.00–12.10DAY 1 PANEL

11.50–13.00

#COMMSSUMMIT 9

TRACK 4TRANSFORMTHE WORLD

2020 is a key year for the Sustainable Development Goals: most major companies have set ambitious

sustainability targets for the year. Raising awareness is important to change behaviours and attitudes: a key responsibility of comms

professionals. With climate change the biggest challenge of our times, how do communicators realise purpose,

transform it into effect, and help shape the world we want to

live in?

Making a change in the world starts with infusing the organisation’s people with a new attitude towards green issues. Jo Osborn shows what happens when you connect the dots between market-facing sustainability positioning and your employee value proposition, and then tell that story in a way that matters to all stakeholders.

Jo Osborn, Vice President Internal Communications and Corporate Brand, RB

A world-leading organisation is challenged when multilateralism is called into question, relationships between the US, China and Europe come under strain, and public concerns about globalisation and tech find expression in populism. How does NATO meet these challenges head on through communication – not least when world leaders such as Macron and Trump play political football with the organisation? And how does it keep a unified front while also moving beyond geopolitical tensions to ensure its continued relevance in 2020 and beyond?

Carmen Romero, Deputy Assistant Secretary General for Public Diplomacy, NATO

How can constructive journalism push the sustainability agenda forward, and what messaging galvanises change? As CEO of an independent organisation that reports on progress and solutions to challenges in global development, Thomas Ravn-Pedersen will discuss the power of constructive news in developing sustainability narratives that galvanise us to fight for change.

FINDING POSITIVE FRAMES FOR SUSTAINABLE COMMS

Thomas Ravn-Pedersen, CEO and Editor in Chief, World’s Best News

DAY 2 BEST CASE

15.00–15.30

Since 2015, the business strategy of Novozymes has been aligned with develo ping innovations that will impact the UN Sustainable Develop-ment Goals, an engagement that stretches back to the 2012 Earth Summit in Rio, where Novozymes played a key role in formulating the SDGs. Jeppe Glahn will give insights into align-ing strategy with the SDGs, in novation pipelines and the brand value of sustainability.

SDGS, STRATEGY AND BRAND

Jeppe Glahn, Vice President Global Communications & Brand, Novozymes

DAY 1 BEST CASE

15.05–15.50

DAY 2 BEST CASE

13.20–13.50

DAY 1 IN CON-



WHERE EMPLOYEE ENGAGEMENT MEETS SUSTAINABILITY

A TRANSFORMED ROLE ON THE WORLD STAGE

10 #COMMSSUMMIT

INSIGHT

CHINAWILL THIS BE THE CHINESE CENTURY FOR GLOBAL COMMUNICATORS?

Home to 1.4 billion people – more than 800 million of whom are active internet users – and a rapidly growing middle class, China has become an important market for many western companies, if not their largest single market in the world. Which is why it is our regional focus for the Global Communication Summit 2020.

Alongside a keynote and main stage panel, the programme features focus sessions on China and communications. From tech innovation to crisis and reputation, public affairs to 5G, experts from China and from western brands deeply involved in China will share what you need to know about this rapidly growing superpower.

DON’T MISS OUR

CHINA SESSIONS

TRADE POLITICS

INNOVATION

5G CRISIS PUBLIC AFFAIRS

FINTECH

DIPLOMACY

BRANDING

BEST CASE

PANELPANELINSIGHT

PANEL

KEYNOTE

Joy Tan, Senior Vice President of Public Affairs, Huawei Technologies USA

Kerstin Lohse-Friedrich, Director of Communications, Mercator Institute for China Studies

Noah Barkin, Visiting Academic Fellow, Mercator Institute for China Studies

Peko Wan, Chief Ecosystem Officer, Pundi X Labs

Dr. Constantin Birnstiel, Senior Vice President and Head of Group Communications, Merck Group

Dr Yu Jie, Senior Research Fellow on China, Chatham House

Cynthia Chan, Head of Corporate Communications Greater China, Covestro

BEST CASE

Jia Song, Principal, West meets East

CAPACITY FOR THE TOURS ARE

LIMITED TO 25 PAX. BE SURE TO REGISTER

ONLINE TO SECURE YOUR SPOT! REGISTRATION

FOR THE TOURS WILL BE AVAILABLE FROM 01.05.20

AT WWW.

COMMUNICATION-SUMMIT.EU

JOIN OUR OFFSITE TOURS

TO CO-WORKING SPACES, INNOVATION HUBS, NEWSROOMS,

START-UPS AND MANY MORE

FASCINATING AND CREATIVE SPACES

IN BERLIN!

ZALANDOZalando is Europe’s leading online platform for fashion, connecting customers, brands, and partners. In October 2019, the e-commerce giant launched its Sustainability Strategy 2023. Learn more about the next chapter in Zalando’s sustainability story with this visit to the company’s Berlin campus.

FUTURIUMFuturium is a House of Futures: an exhibition space, Forum and Lab dedicated to the question, how do we want to live? This tour will explore the work of the Futurium and pose further questions about tomorrow’s world.

LUFTHANSA INNOVATION HUBThe Hub is a leading digitalisation unit of the Lufthansa Group and the interface of the world’s largest airline group with the Travel & Mobility Tech ecosystem. Its mission is to develop new digital business beyond flying, e.g. through start-up partnerships, investments or digital products and services.

TV TOWERAbove the rooftops of Berlin, high up in the iconic Television Tower: enjoy some Kaffee und Kuchen with our experts and discuss your questions in small groups. Gain face-to-face inspiration, creative ideas and insights from other companies in this unique experience.

NORDIC EMBASSIESThe Nordic Embassies are housed in an Award-winning building where Denmark, Finland, Iceland, Norway and Sweden host events, seminars and exhibitions. On this tour, you’ll visit the venue, meet their head of press and communication and get insights into communications and country branding.

MICROSOFT NEWSROOM Microsoft Newsroom provides 55 million Europeans with news content via platforms such as Edge, Bing, MSN and Windows. Learn how editorial curation works for 13 countries in 11 languages, and about collaboration techn and performance measurement tools used by the Newsroom’s 120 editors.

#COMMSSUMMIT 11More sessions, new speakers and updates at www.communication-summit.eu

Quadriga Media GmbH, Werderscher Markt 13, 10117 Berlin

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INFORMATION

Quadriga is your partner for professional development and future expertise. Quadirga creates congresses and conferences, seminars and e-learning courses and the Quadriga University of Applied Sciences Berlin, a private university for management studies in the fields of PR and communication, politics and public affairs, human resources, sales and marketing.

Tickets

Host

Contact

Partners

Co-Hosts

EARLY BIRD1190 € (until 1 May)

STANDARD PRICE1690 €

YOUNG PROFESSIONAL777 €(28 years old or younger)

REGISTER AT WWW.COMMUNICATION-SUMMIT.EU/REGISTER

12 #COMMSSUMMIT

Robert ZanderParticipants [email protected]

David PhillipsExecutive [email protected]

Helge SchlüterPartnership [email protected]

Florentina HaensslerConference [email protected]

Schweizerischer Public Relations VerbandAssociation Suisse de Relations PubliquesAssociazione Svizzera di Relazioni Pubbliche

SPRVASRP

ASRP

Since its founding in 2006, RADIALSYSTEM has established itself as an open space for a dialogue of the arts far beyond the borders of Berlin. It is located on the bank of the Spree River, just across the street from Ostbahnhof the train station and easily reached by S-Bahn, bus and by local and express trains. Parking is available at Ostbahnhof train station.

Location

ART & CULTURE HISTORICAL SITES

FOOD NIGHTLIFE

1 Gemäldegalerie Matthäikirchplatz, 10785 Berlin

One of the world‘s leading collections of European paintings from the 13th to the 18th centuries

2 James Simon Gallery Bodestraße, 10178 Berlin

A brand new visitor centre for the Museum Island and gateway to centuries of art and archaeology

3 Berlin Philharmonie Herbert-von-Karajan-Straße 1, 10785 Berlin

A gold, tent-like hall houses one of the greatest orchestras in the world, the Berlin Philharmonic

4 C/O Berlin Hardenbergstraße 22–24, 10623 Berlin

Berlin’s home for international photographic exhibitions, from Annie Leibovitz to Martin Parr

5 Hamburger Bahnhof Invalidenstraße 50–51, 10557 Berlin

Berlin’s largest collection of post-1960 contemporary art, housed in a 19th railway station

6 The Feurle Collection Hallesches Ufer 70, 10963 Berlin

Imperial Chinese furniture and Southeast Asian sculpture housed in an underground gallery

7 Boros Collection Reinhardtstraße 20, 10117 Berlin

Book ahead to tour this private collection of contemporary art housed in a WW2 bunker

8 Jewish Museum Lindenstraße 9–14, 10969 Berlin

Europe’s largest Jewish museum housed in Daniel Libeskind‘s striking building

9 Neues Museum Bodestraße 1–3, 10178 Berlin

The Museum Island‘s spectacular collection of Egyptian artwork and prehistoric archaeology

10 East Side Gallery Mühlenstraße 3–10, 10243 Berlin

An open-air gallery of murals painted directly on a 1,316m-long remnant of the Berlin Wall

1 Reichstag Platz der Republik 1, 11011 Berlin

A building that has shaped European history, now restored with Norman Foster’s glass dome

2 Brandenburger Gate Pariser Platz, 10117 Berlin

One of Germany’s best-known landmarks and the site of several major historical events

3 Holocaust Memorial Cora-Berliner-Straße 1, 10117 Berlin

The Memorial to the Murdered Jews of Europe is a sobering place for reflection in the heart of the city

4 Sanssouci Palace Laulbeerallee, 14469 Potsdam

Frederick the Great’s summer palace situated in a dreamy park of palaces and gardens

5 Tempelhof Field Tempelhofer Damm, 12101 Berlin

Once among the largest buildings on earth, Tempelhof airport and its airfield is now an open park

6 Topography of Terror Niederkirchnerstraße 8, 10963 Berlin

A chilling outdoor museum built on the site of Gestapo headquarters, close to Checkpoint Charlie

7 Soviet War Memorial Treptow Puschkinallee, 12435 Berlin

An epic has-to-be-seen-to-be-believed military tribute hidden in one of Berlin’s largest parks

8 Glienicke Bridge Königstraße, 14109 Berlin

The legendary Cold War icon, the Bridge of Spies, overlooks Potsdam and the river Havel

9 Berlin Wall Memorial Bernauer Str. 111, 13355 Berlin

A short but haunting remnant of the Death strip lies opposite the essential museum about the Wall

10 Charlottenburg Palace Spandauer Damm 10–22, 14059 Berlin

17th century palace with baroque and rococo interiors and a delightful formal garden

1 RAW-Gelände Revaler Straße 99, 10245 Berlin

Bars, clubs, culture and rock-climbing can be found at this former industrial ground

2 Fahimi Bar Skalitzer Straße 133, 10999 Berlin

Hidden gem of a cocktail bar overlooking elevated train tracks in Kreuzberg’s gritty Kottbusser Tor

3 Wintergarten Cabaret Theater Potsdamer Straße 96, 10785 Berlin

Life is a cabaret, old chum, at the grande dame of Berlin variety theatres

4 Monkey Bar Budapester Straße 40, 10787 Berlin

Rooftop terrace bar offers panoramic views of the city and the neighbouring Berlin Zoo

5 Tausend Schiffbauerdamm 11, 10117 Berlin

Subtly lit bar under the arches at Friederichstraße station with live music plus Ibero-American cuisine

6 Bar Zentral Lotte-Lenya-Bogen 551, 10623 Berlin

Ring the bell and gain admittance to this chilled cocktail bar on the edge of Charlottenberg

7 Heile Welt Motzstraße 5, 10777 Berlin

Cocktails and assignations at this friendly lounge bar in the heart of Berlin’s gaybourhood

8 Tipi am Kanzleramt Große Querallee, 10557 Berlin

Variety theatre within a circus tent with pre-show dining and bar, all in Berlin’s Tiergarten Park

9 Klunkerkranich Karl-Marx-Straße 66, 12043

Climb up a multi-storey car park to reach this rooftop bar in Berlin’s buzzing Neukölln district

10 Noa Lounge Boxhagener Straße 108, 10245 Berlin

One of Berlin’s countless Shisha bars, Noa Lounge is next to Friederichshain’s Boxhagener Platz

1 Lutter & Wegner Charlottenstraße 56, 10117 Berlin

Wood-panelled classic restaurant in Mitte with Austro-German cuisine and sidewalk seating

2 Hasir Restaurant Adalbertstraße 10, 10999 Berlin

Turkish is the unofficial second cuisine of Berlin, prepared to perfection at this Kreuzberg mainstay

3 KaDeWe Tauentzienstraße 21–24, 10789 Berlin

The iconic West Berlin department store houses several eateries, including an Oyster Bar and patisserie

4 Cocolo Ramen Gipsstraße 3, 10119 Berlin

The finest ramen in Berlin is found in this small space in Mitte – arrive early or expect queues

5 Good Friends Kantstraße 30, 10623 Berlin

Kantstraße has a multitude of Chinese and Asian restaurants; the best is probably Good Friends

6 Richard Köpenicker Straße 174, 10997 Berlin

A venue where Nazis partied in the ’30s and leftists debated in the ’70s is now a shrine to fine dining

7 Burgermeister Schlesisches Tor Oberbaumstraße 8, 10997 Berlin

Housed in a former pissoir under the train tracks, these burgers smell heavenly and taste even better

8 Maria Bonita Danziger Straße 33, 10435 Berlin

A favourite Mexican restaurant in Berlin’s foodie-heaven Prenzlauer Berg district

9 Rosa Caleta Muskauer Straße 9, 10997 Berlin

Quirky Jamaican restaurant; the Fiery Guava Jerk Chicken is not to be missed

10 Il Ritrovo Gabriel-Max-Straße 2, 10245 Berlin

Anarchic Italian restaurant in Friedrichshain with huge pizzas and a celebratory atmosphere

BERLIN HIGHLIGHTS

GET YOUR TICKET NOW: WWW.COMMUNICATION-SUMMIT.EU

SPEAKERS INCLUDE SHELL GE PATAGONIA HUAWEI NATO ROBERT BOSCH UK GOVERNMENT MERCK MANCHESTER UNITED EUROPEAN INVESTMENT BANK MAERSK MUBADALA GREENPEACE SOLVAY SIEMENS RB ESSENT RCKT DENTONS CARGILL ALTRON COVESTRO MERICS ZALANDO MICROSOFT LUFTHANSA VOLVO KASPERSKY LAB COVESTRO PUNDI X AKA TECHNOLOGIES OMIO COWI CHATHAM HOUSE AND MANY MORE

2DAYS

IN BERLIN

70+INFLUENTIAL

SPEAKERS

60+INDEPTHSESSIONS

400+COMMUNICATION PROFESSIONALS

5+INNOVATION EXPEDITIONS

EXPERIENCE THE - Global Communication Summit · CHINESE SOCIAL MEDIA COMMUNICATION DURING THE...

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Transcript of EXPERIENCE THE - Global Communication Summit · CHINESE SOCIAL MEDIA COMMUNICATION DURING THE...