Workshop Day Sponsor:

WORKSHOP A & B

Workshop A

Where We Are and Where We’re Going:
Preparing for the Next Wave In Communications and Analytics Innovation from AI to…?

Among the many innovations facing our industry, artificial intelligence presents unprecedented challenges and opportunities across all aspects of communications. From the role of AI in content optimization and ad buying to the increasing automation of earned media tracking and analysis, AI is poised to accelerate the development of more sophisticated distribution platforms and analytic methods. This panel will explore AI challenges and opportunities across paid, owned and earned media and its impact on how content and messages are developed, distributed and optimized.

• Expert perspectives on the potential impact of AI on the rapidly evolving communications landscape
• The implications of AI on audience targeting, content creation, distribution and measurement
• Outlook on emerging ethical considerations influencing how AI is being applied to communications

Presenters:
Allyson Hugley, President, Measurement and Analytics, Weber Shandwick
Omar Mahmoud, Chief Market Knowledge, UNICEF
Jacob Rockland, Co-Founder and CPO, Somatic Labs

Moderator:
Mary Elizabeth Germaine, EVP, Global Managing Director, Ketchum Global Research & Analytics

Workshop B

How to use the AMEC Framework – A practical session

A “how to” session. The speakers will explain how AMEC’s Integrated Evaluation Framework (IEF) has won agency and client endorsement and is moving clients away from AVEs.

• Why it matters?
• How to persuade clients to use the Framework
• Takes us beyond “vanity metrics”
• Overcoming resistance to get started
• Identifying what success looks like

Presenters:
Richard Bagnall, Chairman, AMEC
Kristina Fritsvold Nilsen, Vice President, Retriever Group
Jeroen Scholten, Founder and Managing Director, Publistat

Moderator:
Gemma Moroney, Head of Strategy & Insight, Mischief PR

WORKSHOP E & F

Workshop E

Driving the Future: Reputation in the Banking Industry

Banking is one of the least trusted industries. How can we change the trend and face the challenges ahead? How has this loss of trust affected businesses? How can we integrate reputation insights to make better strategic decisions?

The workshop will discuss:

• New research insights and business models to measure reputation
• How to use intangible assets insights to be more intelligent as businesses
• Global perspective of how this industry is changing the way we understand data analysis and metrics
• Overview of the main drivers to build an effective reputation model

Presenters:
Enrique Johnson, Director Spain & Latam, Reputation Institute
Patricia Junyent, Chief Product Officer, Acceso
Iñigo Roy, Head of Communication and Reputation Metrics, CaixaBank

Moderator:
Ángel Alloza, CEO, Corporate Excellence – Centre for Reputation Leadership (former Global Head of Reputation, Brand, Communication and Strategy, BBVA)

Workshop F

Summit Launch!
AMEC M3 Measurement Maturity Mapper

The new AMEC M3 Measurement Maturity Mapper will allow AMEC members and clients to plot their measurement journey against the set of guidelines within the Barcelona Principles:

• Identify where you are on the AMEC M3 scale
• Plan how you can improve and grow your evaluation program to drive business success
• Use the information to build a measurement offer that works and delivers business benefits
• Learn your strengths and weaknesses
• Take your programme to the next level and integrate throughout your business

Presenters:
Paul Hender, Head of Insight EMIA, Cision
Ben Levine, Director, Head of Research, Analytics & Measurement, ‎FleishmanHillard Fishburn
Aseem Sood, CEO, Impact Research & Measurement

Moderator:
Colin Wheeler, Managing Director, Survey Solutions

WORKSHOP G & H

Workshop G

Impacting Businesses Through Advanced Data Analytics

Big data analysis helps know why things happened in a certain way so we can use this knowledge for future decision-making. How to quantify the impact of communication actions in business? What drivers and variables should be integrated in these models?

The workshop will discuss:

• How econometric models help quantify the ROI of offline and online media, having an impact on financial indicators
• Innovation through partnerships: building new metrics, new KPYs and new methodologies together – clients, vendors and agencies
• Approaching long-term vision through analytics and big data
• Advanced models for Communication and Marketing departments

Presenters:
Christophe Folschette, Partner and Founder, Talkwalker
Baptiste Tougeron, Head of Marketing Mix Models, Southern Europe, Google
Susanne Sturton, Global Communications Measurement Manager, Adobe Systems
Giles Palmer, CEO, Brandwatch

Moderator:
Mazen Nahawi, President, News Group

Workshop H

Is PR evaluation becoming the norm but still stalled in output measures?

How to move your clients and internal executives to a strategic evaluation approach.

The workshop will look at how PR firms are increasingly turning to data and analytics.

• But how is the PR industry really doing overall in embracing evaluation?
• What more can PR firms do to make evaluation a routine part of their skill set? Members of the panel share how they do it
• How to say “no” to stakeholders and clients who still want to use AVEs
• How can measurement firms and the PR industry work better together to mount a final push to make evaluation a PR necessity?

Presenters:
Jon Meakin, Global Head of Strategic Services, Grayling
Jonny Bentwood, Global Head of Data & Analytics, GOLIN
Allison Spray, Director of Data and Insights, Hill+Knowlton Strategies
Giles Peddy, SVP Corporate Development, LEWIS
Francis Ingham, Director General, PRCA and Chief Executive, ICCO

Moderator:
Natasha Kennedy, Global Managing Director, Research, Analytics and Measurement Practice Group, FleishmanHillard

WORKSHOP I & J

Workshop I

Happy partners or a new competitor breed?

There has been a tsunami of SaaS companies entering the media analytics market in recent years. Many offer sophisticated technology platforms and well-funded marketing and sales machines and are growing by more than 100 percent year-on-year.

These new entrants certainly provide more choice for customers, but do they herald the death knell of manual media research or offer a new renaissance? To explore these dynamics, we have a panel of experts from leading technology firms and a leader from a major measurement and insights firm.

The workshop will explore:

• How technology platforms are moving up the value chain
• Who are embracing these new platforms?
• What are the limits of SaaS / quantitative approaches to analytics?
• Are there reasons to partner or build out human analysis services?
• Will the growth of data from SaaS platforms actually increase the demand for qualitative reporting services?

Presenters:
David Benigson, Founder & CEO, Signal Media
Erik Huddleston, CEO, TrendKite
John Croll, CEO, Isentia

Moderator:
Chris Shaw, Chairman & CEO, Commetric

Workshop J

How the Digital Revolution is changing PR?
The Summit theme of Innovation, Integration and investment in one workshop!

The workshop will look at:

• How the digital revolution is transforming PR.
• Why success is more than just a numbers game
• Making the case to grow the PR budget by mapping earned media results and impact to company objectives.
• Understanding cause and effect across paid, owned and earned channels
• RIP AVEs!

Presenters:
Steffen Egelund, CEO, ‎Media Track Pte Ltd
Paul Hender, Head of Insight EMIA, Cision
Andy West, Group Chief Development Officer, Hotwire Global
Andreas Westermann, Director, Argus Data Insights

Moderator:
Nicole Moreo, Vice President, Group Manager, Ketchum Global Research & Analytics

WORKSHOP K & L

Workshop K

Measurement trends in Latin America – Results of a new survey

AMEC’s new Latin-America Chapter has worked with Corporate Excellence to produce the first Latam Measurement Census

Speakers expert in the Latin America market will assess what the results tell us and identify next steps in education.

Presenters:
Carlos Diaz, General Manager, GlobalNews & Chair, AMEC Latam Chapter
Sergi Guillot, CEO, Acceso
Carlos Villa, CEO & Co-Founder, Buho & Vice-Chair, AMEC Latam Chapter

Moderator:
Ángel Alloza, CEO, Corporate Excellence – Centre for Reputation Leadership.

Workshop L

Growing your business – The importance of success-based marketing
Paid, Owned and Earned: Finding and Applying Insights from Integration

Marketing and PR are both highly effective in their own right, but working in tandem can super-charge your brand impact.

This practical workshop will explore new ways to leverage all of your brand assets in a competitive marketplace. The session will also include the presentation of a winning case study competition.

• Marketing AND PR; not Marketing OR PR
• Metrics aligned with insight
• How to use events to position yourselves as thought leaders
• The importance of passionate Brand Stewards
• Getting the word out

Presenters:
Guest Presenter: Katie Florence, Strategic Communications Manager, Department for Education (DfE). Katie won a national competition amongst UK Government Departments during AMEC Measurement Month for the best case study for her work on: “Together we can tackle child abuse.”
Nadin Vernon, Strategy Consultant, PRIME Research & Vice-Chair, AMEC European Chapter
Lukas Raahauge, Senior Analyst & Senior Consultant, Infomedia A/S

Moderator:
Johna Burke, CMO, BurrellesLuce