Programme

• Unlocking business performance
  - The role of communications research and analytics

  The theme of the AMEC 5th European Summit will take a practical “how to” approach to show the important role of analytics in providing key intelligence insights to senior company management, especially during an economic downturn.

  WEDNESDAY 5 JUNE – WORKSHOP DAY
  BIG DATA TO BUSINESS INSIGHTS

  07.00 – 09.00	Breakfast – The Roof
  08.15 – 09.00	Registration and refreshments
  09.00 – 10.45	WORKSHOP A Title: Unlocking business performance – the tools. The workshop will look at the ways different types of analytics can play an increasingly significant role as a key driver of overall performance and competitive advantage. The panel will look at different ways to unlock business performance by turning data into a strategic asset including: Analytical approaches for Big Data that drive business performance. Market Mix Modeling. Choice modeling. The overlay between brand and reputation. Moderator: David Rockland, Partner and Managing Director, Ketchum Global Research & Analytics; CEO, Ketchum Change and Chairman, AMEC. Panel: Mark Weiner, CEO, PRIME Research; Pauline Draper Watts, Executive Vice President, Edelman Berland	WORKSHOP B Title: The Year of Big Data The workshop looks at how companies can get ready to take on the big data challenge including: Is it only technology? Is it all about technology or do other functions also need to prepare? What areas should companies focus on to prepare for the Big Data Challenge? What questions do you need to ask yourself to check if your organisation is ready to take on the challenge Moderator: Aseem Sood, CEO, Impact Research. Panel: Carlos A. Gutiérrez, CTO, Acceso Group; Óscar Muñoz-García, Project Manager, Havas Media; Christophe Folschette, Founder, Trendiction.
  10.45 – 11.30	Networking refreshment break
  11.30 – 12.45	WORKSHOP C Title: How to turn data into insights and what is an insight anyway? Data has never been more important in understanding consumers, their habits, and what drives their behaviour. The workshop will include: Data is meaningless unless it is interpreted. How to give customers a real sense of direction. Organisations are drowning in data –how to turn that data into relevant and actionable insight. Moderator: John Croll, CEO, iSentia. Panel: Philip Lynch, Director of Media Evaluation, Kantar Media; Eve Stevens, Vice President, Insight & Analytics, Waggener Edstrom Worldwide; Jeni Chapman, US Managing Director, Gorkana Group; Kristina Nilsen, Media Analysis Director, Retriever; Matt Painter, Head of Research, Echo Research.	WORKSHOP D Title: A futuristic session on seeing around corners in measurement – and what is likely coming down the road in the next few years. The panel looks at what the future will look like including: Consolidation in the media intelligence sector and among software suppliers will continue. Market mix modeling will be mainstream? More and more companies will insist on measurement built on Barcelona Principles framework in briefs and RFP’s. Ongoing debate about automated vs. traditional vs. hybrid measurement – speed and volume vs. accuracy and depth The social effect on the PR landscape Moderator: Jeremy Thompson, Chief Executive, Gorkana Group. Panel: Margot Sinclair Savell, Senior Vice President, Global, Research+Data Insights; Giselle Bodie, Chief Executive, Salience Group; Jodi Kennedy, Head of Corporate and Marketing Communications, SABIC’s Innovative Plastics business and Americas region; Tony Noel,Chairman, Ketchum, Spain; Daniel Millin, Founder, The Mediaverse.
  12.45 – 14.30	Lunch and Networking
  14.30 – 16.00	WORKSHOP E Title: Monetizing Content – How our paths are more aligned than you think. Access to content is a business critical issue as evidenced by a recent AMEC CEO survey. Content is rapidly moving behind the pay wall while pending legislation threatens the search engine model, new publisher rights organizations are forming in an effort to monetize all types of content. Monitoring and measurement is useless without content Publishers are focused on new ways to monetize their content Customers are demanding insights derived from content which helps identify what matters; tell them what is being said about a brand across online and social media; or provide a detailed competitive analysis This workshop is an opportunity to help shape the business models of the future as we discuss these issues with content owners. Moderator: Dawn Conway, Executive Vice President, Customer Experience & Global Content Licensing, Cision. Panel: Susana Checa Prieto, Head of Licensing Spanish Reproduction Rights Centre, CEDAR Andrew Hughes ,President, PDLN & Commercial Director, NLA John Croll ,CEO, iSentia; Irene Lanzaco, Deputy Managing Director, AEDE	WORKSHOP F Title: Understanding what clients really want? An interactive workshop where senior research and PR professionals look at the critical client-agency relationship and the importance of knowing what each client expects in the delivery of analytics and insights. The workshop will look at the importance of the key client service dynamics including: Price versus knowledge People versus automation! The importance of senior level input. Client hates. What the client wants to see. Moderator: Mark Weiner, CEO, PRIME Research Panel: Eileen Sheil, Executive Director, Corporate Communications, Cleveland Clinic; Andy West, Group Chief Development Officer, Hotwire; Evgeniy Larionov, CEO, Ex Libris; Marguerite Marston, Commercial Public Relations Manager, IKEA U.S.
  16.00 – 16.45	Networking refreshment break
  16.45 – 17.45	WORKSHOP G Title: Unlocking Business Performance: beyond research and analytics. It has never been tougher to grow a measurement and evaluation business while delivering a good margin. This informative and practical session will give you a fresh and motivating perspective on the drivers for a growing and profitable business. The session will cover six critical areas that make up ‘The Engine for Growth’. – Business vision; Values; People; Work; Clients and Money. Delegates will leave with a ‘gap analysis’ of their own business’s performance in these key areas Presenter: Richard Houghton, Associate Partner, Agency People.	WORKSHOP H Title: Can’t measure social media? Think again! What can we learn from traditional media measurement? Don’t believe everything you are told! Stop searching for the social media measurement silver bullet! Why measure/How to measure and what you should expect But here’s what you can do! Presenter: Richard Bagnall, Chair of AMEC Social Media Measurement Committee presents a high-octane look at social media measurement.
  18.30 – 20.00	Welcome Drinks Reception: The Roof, ME Hotel Madrid Delegates are then free to make their own dinner arrangements

  THURSDAY 6 JUNE – PLENARY DAY
  MORNING SESSION:

  LEADERSHIP IN TOUGH TIMES – THE KEY ROLE OF COMMUNICATIONS RESEARCH AND ANALYTICS

  07.00 – 08.30	Networking breakfast – The Roof
  08.00 – 08.30	Registration
  08.30	Welcome and Introduction Barry Leggetter, Executive Director, AMEC and Summit Director to introduce: Sergi Guillot, CEO, Acceso Group, Summit Headline Sponsor José Manuel Velasco, President of Dircom, Summit Supporter
  08.45	Nissan and how to improve brand opinion with measurement systems Francesc Corbero Vinyals, Communications Director, Nissan, Iberia and Sergi Guillot, CEO, Acceso Group
  09.05	Questions
  09.10	The IKEA Measurement Journey: A Long & Winding Road Marguerite Marston, Commercial Public Relations Manager, IKEA U.S.
  09.30	Questions
  09.35	Government Horizon Scanning: seeing clearly now Elayne Phillips, Head of Horizon Scanning and Planning Department of Environment, Food and Rural Affairs, Communications Group, HM Government, UK
  09.55	Questions
  10.00 – 10.45	Networking refreshment break
  10.45	How to communicate in the language of the C-Suite Chris Foster, Vice President, Booz Allen Hamilton,
  11.10	Questions
  11.15	Transformational communications: how a research sceptic won the support of the C-Suite John McLaren, Corporate Director of Communications, AkzoNobel and Sandra Macleod, Group Chief Executive, Echo Research
  11.40	Questions
  11.45	Measurement and its impact on Vodafone communication strategy José Romero,Head of Corporate Communications, Vodafone, Spain
  12.05	Questions
  12.10	One Year On – A Summit Case Study Introduction by Andre Manning, VP, Global Head of External Communications for Royal Philips Electronics Speaker – Melanie Brooks, Head of Global Communications, CARE International, Geneva
  12.30	Questions
  12.35 – 14.00	Lunch and networking

  AFTERNOON SESSION
  PUBLIC RELATIONS AND MEASUREMENT – A LOVE-HATE RELATIONSHIP
  THE SUMMIT DEBATE

  14.00	SESSION 1 – A GLOBAL PR LEADERS’S VIEW
  14.00	Breaking down barriers – our plan for the Summit Debate. Moderator: David Rockland, Ketchum Partner and AMEC Chairman
  14.10	It’s Time: From Principles to Action Keynote Speaker: Rob Flaherty, Senior Partner/Chief Executive Officer, Ketchum.
  14.40	Questions
  14.55	Meet the Press Editors put their questions to Rob Flaherty. Celina Maguire, Consumer Director, Gorkana Group Arun Sudhaman, Partner & Managing Editor, The Holmes Report Ben Smith, Founder & Publisher, PRMoment Ruth Wyatt, Brand Editor, PRWeek Moderator: David Rockland
  15.30 – 16.15	Networking refreshment break
  16.15	We ask the big question: why are clients not doing more to insist on measurement? Round Table with Rob Flaherty. Moderator: David Rockland. Jodi Kennedy, Head of Corporate and Marketing Communications, SABIC’s Innovative Plastics business and Americas region. Eileen Sheil, Executive Director, Corporate Communications, Cleveland Clinic. Francesc Corbero Vinyals, Communications Director, Nissan, Iberia. Andre Manning, VP, Global Head of External Communications, Royal Philips Electronics
  16.45	The challenge for industry leaders and associations. We look for the one Big Idea that PR membership groups could introduce to get their members to adopt measurement as a “must have” and not an agency option. Introduction: David Rockland. CIPR – Jane Wilson MCIPR, Chief Executive Dircom – José María Palomares, member of Dircom Global Alliance – Catherine Arrow, Secretary ICCO – Francis Ingham, Director General, PRCA & ICCO Executive Director PRSA – William M Murray, CAE, President and Chief Operating Officer Q&A for the speakers
  17.15	David Rockland – Discussion and voting on the ideas generated during the Summit Debate and what do we want to take forward.
  18.00	Close of Day 2
  19.30*	Coaches leave hotel for AMEC Summit Dinner and AMEC Awards 2013

  *Coach departure time to be confirmed.

  FRIDAY 7 JUNE

  07:00 – 09.00	Breakfast – The Roof
  08:00 – 09.00	Meeting of the AMEC International Board: The Roof

  DAY 3 PLENARY DAY – Morning closing session

  “How do we measure up – the latest in education and best practice?

  Moderator: Barry Leggetter, Executive Director, AMEC and Summit Director

  09.10	Barry Leggetter introduces the session
  09.15	Unveiling AMEC’s global education programme Allyson Hugley, Executive Vice President of Measurement, Analytics and Insights, Weber Shandwick & Chair, AMEC North American chapter and Evgeniy Larionov, CEO, Ex Libris & Chairman of the AMEC Professional Development and Education Committee.
  09.45	Questions
  10.00	Where do we need to take the standards conversation next and who is doing it? Mike Daniels, Commercial Director, Salience Insight (Immediate Past Chairman, AMEC).
  10.25	Questions
  10.35 – 11.15	Networking refreshment break
  11.15	Social media and the need for an affordable model Richard Bagnall, Chair, AMEC Social Media Measurement Committee and Don Bartholomew, Senior Vice President, Digital and Social Media Research, Ketchum. Share an exploration of a variety of possible social media models and approaches Recommendations of one or more models that build on the valid metrics framework, but take into account the specific dynamics of social media. Demonstrate how the model(s) are operationalized with metrics and how they are used in the development of social media measurement programs.
  12.05	Questions
  12.15	The Madrid Summit – what are the next steps, and where do we go from here? David Rockland, Ketchum Partner and AMEC Chairman.
  12.50	Closing remarks Sergi Guillot, CEO Acceso Group, Summit Headline Sponsor. Barry Leggetter.
  13.00	Summit Close and Lunch