• 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.

    07.00 – 09.00 Breakfast – The Roof
    08.15 – 09.00 Registration and refreshments
    09.00 – 10.45

    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


    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

    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.


    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

    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


    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

    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.


    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
    07.00 – 08.30 Networking breakfast – The Roof
    08.00 – 08.30 Registration
    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

    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
    The IKEA Measurement Journey: A Long & Winding Road

    Marguerite Marston, Commercial Public Relations Manager, IKEA U.S.

    09.30 Questions
    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
    How to communicate in the language of the C-Suite

    Chris Foster, Vice President, Booz Allen Hamilton,

    11.10 Questions
    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
    Measurement and its impact on Vodafone communication strategy

    José Romero,Head of Corporate Communications, Vodafone, Spain

    12.05 Questions
    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
    Breaking down barriers – our plan for the Summit Debate.

    Moderator: David Rockland, Ketchum Partner and AMEC Chairman

    It’s Time: From Principles to Action

    Keynote Speaker: Rob Flaherty, Senior Partner/Chief Executive Officer, Ketchum.

    14.40 Questions
    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
    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
    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.

    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
    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
    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
    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
    The Madrid Summit – what are the next steps, and where do we go from here?

    David Rockland, Ketchum Partner and AMEC Chairman.

    Closing remarks

    Sergi Guillot, CEO Acceso Group, Summit Headline Sponsor.
    Barry Leggetter.

    13.00 Summit Close and Lunch
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  • What did Summit 2012
    Delegates think?

    “Hearing from the client. Understanding that there are different clients out there who all need different things.”

    “Gaining insights from industry experts on things that I do every day. Valuable to get an outside perspective.”