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
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
10.00 – 11.00
WORKSHOP C & D
POEM – inside and out
Paid, owned and earned combination media strategies also require smarter thinking to ensure Paid, Owned and Earned Measurement (POEM).
How do we overcome siloed results tracking and integrate to reflect a combined greater impact? Hear tips and pitfalls from experts figuring this challenge out. Why ‘inside and out’? The ‘inside’ refers to internal comms – the essential pillar to brand building that is typically forgotten in integrated measurement strategies. Where and how should we weave internal comms into our integrated measurement plan?
The workshop will discuss how to:
Develop an integration strategy to make data findings more relevant and actionable
Take media measurement to the heart of the decision-making process
Measure comms in an integrated way now that PR is no longer focussed only on media relations but on paid, shared and owned media too
Integrate internal comms into measurement and evaluation
Presenters: Ann-Sofie Krol, CEO, byBrick Insight Jose Carlos Martinez Lozoya, Communication Intelligence and Reputation Analytics Manager, Iberdrola, Spain Jerry Nichols, Global Head of Marketing Performance Management, SAP
Moderator: Marion McDonald, Global Client Leader, WPP/Ogilvy
The Cutting Edge in Evaluation: Metrics and Insights that Cut it in the C-suite
While basic metrics are necessary and important for everyday reporting, sophisticated techniques are increasingly required in reporting to senior management.
This session will:
Draw on international research into best practice in evaluation
Provide examples of methods explanation and examples of some of the latest and most high-level evaluation methods used worldwide recommended and employed by commercial leaders such as McKinsey and Deloitte, academics, and government leaders, including customer journey mapping, Net Promoter Score, social influencer mapping, and behavioural insights
Discuss where leading edge evaluation is heading
Presenters: Madelon Engels, Head of Strategic Communication and Transformational Leadership, Achmea International, The Netherlands Distinguished Professor Jim Macnamara PhD, FAMEC, FAMI, CPM, FPRI, University of Technology Sydney and Visiting Professor, The London School of Economics and Political Science
11.00 – 11.30
Networking refreshment break
11.30 – 12.30
WORKSHOP E & F
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)
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
12.30 – 14.00
Lunch & business networking
AMEC Summit Breakfast Briefing
GDPR and its impact on your business
GDPR – opportunity or a challenge?
How will it impact you as an AMEC member and as a data-driven organisation?
Which GDPR requirements will affect my company?
What happens if my company is not GDPR compliant?
What does a successful GDPR project look like?
Session Leader: Christophe Dickès, EMEA Communication Leader & Global Copyright Director, Kantar Media
Presenters: Florence Gaullier, Associate / Partner, Cabinet Vercken & Gaullier / Vercken & Gaullier law firm Thomas Vejlemand, CEO, Infomedia
14.00 – 15.00
WORKSHOP G & H
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
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
15.00 – 15.30
Networking refreshment break
15.30 – 16.30
WORKSHOP I & J
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
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
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
16.30 – 17.30
WORKSHOP K & L
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.
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
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
17.30 – 18.00
Richard Bagnall, Chairman, AMEC Sergi Guillot, CEO, Acceso Group
AMEC Awards 2018 and Summit Gala Dinner
Venue: Casa Llotja de Mar, Passeig d’Isabel II
19.00 – Coaches from outside the Pullman Barcelona Skipper to the Casa Llotja de Mar
19.30 – Drinks Reception
20.15 – Dinner followed by AMEC Awards 2018 Ceremony
23.00 to Midnight – Post-awards Drinks Reception
Coaches leave from Casa Llotja de Mar to Pullman Barcelona Skipper