Tab 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- ME Restaurant
  08.15 – 09.00	Registration and refreshments
  09.00 – 11.00	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: 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: Peter Granat, President & Group CEO, Cision Group; 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; Christophe Folschette, Founder, Trendiction.
  11.00 – 11.30	Networking refreshment break
  11.30 – 13.30	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, Sentia Media. Panel: Margot Sinclair Savell, Senior Vice President, Global, Research+Data Insights; Philip Lynch, Director of Media Evaluation, 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: Giselle Bodie, Chief Executive, Salience Group; Jodi Kennedy, Head of Communications, SABIC (Americas region); Tony Noel, Chairman, Ketchum & Fleishman Hillard, Spain; Daniel Millin, Founder, The Mediaverse.
  13.30 – 14.30	Lunch and Networking
  14.30 – 16.30	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. Presenters: Lisa Klem Wilson, SVP Sales, NewsRight; Andrew Hughes, President, PDLN & Commercial Director, NLA; José Luis Peinó Ardura, e-Business Director, Prisa Noticias.	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; Marty Margeurite, Commercial Public Relations Manager, IKEA U.S.
  15.30 – 15.50	Networking refreshment break
  WORKSHOPS E AND F CONTINUE UNTIL 16.30
  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! Presenter: Richard Bagnall, Chair of AMEC Social Media Measurement Committee presents a high-octane look at social media measurement. 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!
  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:

  07.00 – 09.00	Networking breakfast
  08.30 – 09.00	Registration and refreshments

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

  08.45	Welcome and Introduction Barry Leggetter, Executive Director, AMEC and Summit Director Sergi Guillot, CEO, Acceso Group, Summit Headline Sponsor José Manuel Velasco, President of Dircom, Summit Supporter
  09.00	Francesc Corbero Vinyals, Communications Director, Nissan, Iberia
  09.25	Questions
  09.30	Marty Margeurite, Commercial Public Relations Manager, IKEA U.S.
  09.55	Questions
  10.00	Michelle Spencer, Senior PR Manager, EMEA Public Relations, McAfee, Inc and Andy West, Group Chief Development Officer, Hotwire
  10.25	Questions
  10.30 – 11.00	Networking refreshment break
  11.00	Chris Foster, Vice President, Booz Allen Hamilton
  11.25	Questions
  11.35	Alberto Fernandez, CEO of Endesa Communication
  12.00	Questions
  12.05	Speaker …coming soon!
  12.30	Questions
  12.35	“One Year On” – a Summit Case Study Introduction: Andre Manning, VP, Global Head of External Communications, Royal Philips Electronics Melanie Brooks, Media and Communications Coordinator, CARE International, Geneva
  13.00	Questions
  13.05	End of session
  13.05 – 14.00	Lunch and Networking

  AFTERNOON SESSION
  PR MEASUREMENT AND PUBLIC RELATIONS – THE SUMMIT DEBATE

  A GLOBAL PR LEADERS’S VIEW

  14.00	Breaking down barriers – our plan for the Summit Debate. Moderator: Fernando Rodés Vilà, former Chief Executive Officer, Havas and Chairman/Director of a number of Spanish companies.
  14.10	Keynote Speaker: Rob Flaherty, Senior Partner, President and Chief Executive Officer, Ketchum.
  14.40	Questions
  14.55	Meet the Press Moderator: David Rockland, Partner, Ketchum and AMEC Chairman. Editors put their questions to Rob Flaherty. Kate Magee, Associate Editor, PRWeek Ben Smith, Editor, PRMoment Arun Sudhaman, Partner & Managing Editor
  15.00 – 15.30	Networking break
  15.30	We ask the big question: why are clients not doing more to insist on measurement? Moderator: David Rockland. Jodi Kennedy, Head of Communications, SABIC (Americas region). Eileen Sheil, Executive Director, Corporate Communications, Cleveland Clinic. Francesc Corbero Vinyals, Communications Director, Nissan, Iberia. Marty Margeurite, Commercial Public Relations Manager, IKEA U.S. Andre Manning, VP, Global Head of External Communications, Royal Philips Electronics
  16.00	Questions
  16.15	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. ICCO – Francis Ingham, Director General, PRCA & Executive Director, ICCO Global Alliance – representative to be confirmed PRSA – William M Murray, CAE, President and Chief Operating Officer, PRSA Dircom – José María Palomares, member of Dircom IPR – representative to be confirmed
  16.45	Questions
  17.00	Discussion and voting on the ideas generated during the Summit Debate and what do we want to take forward. David Rockland
  17.45	Close of Day 2
  Time to be confirmed	Coaches leave hotel for AMEC Summit Dinner and AMEC Awards 2013

  FRIDAY 7 JUNE – PLENARY DAY

  07:00 – 09.00	Breakfast – ME Restaurant
  08.45 – 09.10	Morning refreshments
  09.10	HOW DO WE MEASURE UP? THE LATEST IN EDUCATION AND BEST PRACTICE Introduction: Barry Leggetter, Executive Director, AMEC and Summit Director
  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 John Croll, CEO, Sentia Media & Chair, AMEC Asia Pacific Chapter.
  10.00	Questions
  10.10	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).
  10.35 – 11.05	Networking refreshment break
  11.05	Social media and the need for an affordable model Richard Bagnall, Insights & Analytics Director, Gorkana Group and Chair, AMEC Social Media Measurement Committee and Don Bartholomew, Senior Vice President, Digital and Social Media Research, Ketchum. 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.
  12.15	Questions
  12.25	The Madrid Summit – what are the next steps, and where do we go from here? David Rockland
  12.45	Closing remarks Sergi Guillot, Director General, Acceso, Summit Headline Sponsor. Barry Leggetter, AMEC Executive Director & Summit Director
  13.00	Summit Close and Networking lunch