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16.30– 16.50 Welcome reception
16.50–17.00 Presentation of the European Asso-ciation of Communication Directors (EACD)
Rui Martins
17.00–17.20 The Importance of consumer and employee engagement to maintain re-
levance and assure continuous growth Sofia Aires
17.20–17.40 International Expansion = Reputational Challenge Tiago Vidal
17.40–17.50 Coffee Break
17.50–18.10 Creating value through business intelligence
Luís Ferreira Lopes
18.10–18.30 Managing an Airline reputation in troubled global skies André Serpa Soares
18.30–19.00 Q&A Session / Discussion Moderated by Rui Martins
19.00–20.00 Get-Together
T H E E A C D R E G I O N A L D E B A T E S 2 0 1 2
AUSTRIA I BELGIUM I BULGARIA I CROATIA I CYPRUS I CZECH REPUBLIC I DENMARK I ESTONIA I FINLAND I FRANCE I GERMANY I GREECE I HUNGARY I ICELAND I IRELAND I ITALY I LITHUANIA I LUXEMBOURG I MALTA I MONTENEGRO I NETHERLANDS I NORWAY I POLAND I PORTUGAL I ROMANIA I RUSSIA I SERBIA I SLOVAK REPUBLIC I SLOVENIA I SPAIN I SWEDEN I SWITZERLAND I TURKEY I UNITED KINGDOM
L I S B O N / P O R T U G A L
S C H E D U L E
1 6 O C T O B E R 2 0 1 2 • 1 6 . 3 0 • H O T E L A L T I S L I S B O N
H O S T / V E N U E
A B O U T T H E R E G I O N A L D E B A T E S
EACD Regional Debates bring together public relations and communications professionals from different European regions for informative discussions and great networking opportuni-ties. By organising debates and presentations on contemporary communications issues to members across Europe, the EACD shares the accumulated knowledge of its members
across the continent, strengthening its network in the process. Hosted by EACD members, these events take a variety of forms and normally feature best case presentations, work-shops, panel and round table discussions. At the end of each event there is always time set aside for attendees to relax wih refreshments and network with peers.
www.eacd-online.eu
Sala Madrid, 12th floorRua Castilho 11 • 1269-072 Lisbon
Going global: Managing Multicultural Effective Communication
Sofia AiresMarketing and Communications DirectorGrupo Visabeira
Sofia Aires is Marketing and Communica-tions Director at Grupo Visabeira, defining Marketing Strategies for the Telecommuni-cation, Energy, Tourism and Real Estate sec-tors, since 2010. Graduated in Marketing Studies at IPAM, also holds a Master De-gree in Political Marketing from ESCSL. As Marketing and Brand Strategist, worked with Brands such as: Absolut Vodka; Cerve-ja Sagres; Unilever (Olá, Iglo) Sumol, Mattel and Nova Rede. Additionally also taught Strategic Planning of Communications at ESCL and Marketing and Advertising at IETC (2009/2010).
Luís Ferreira LopesExecutive Editor and General DirectorRumo
Luís Ferreira Lopes is an Executive Editor (and general director) at “Rumo” since May 2011. He is a former Editor of Economy & Markets at SIC TV, as well as former jour-nalist at RTP and also Radio Renascença and África Hoje; writer (4 books); former Master coordinator and teacher of Entre-preneurship and Management Innovation at Laureate / ISLA – Lisbon; Master in Inter-national Economic Relations at Lusíada Uni-versity.
Tiago VidalHead of Corporate CommunicationSonae Sierra
As Head of Corporate Communications at Sonae Sierra, a leading international shop-ping centre specialist, Tiago Vidal leads allcorporate communication activities for the Company Stakeholders in the 11 countries were the Company operates. Is particular responsibilities include Reputation man-agement, Corporate Marketing and PR, Stakeholders engagement, Crisis Commu-nication and Media Relations. Tiago is grad-uated in Communication Sciences (Univer-sidade Independente), has a Post-Gradua-tion in Management (Nova SBE) and a Fi-nancial Course for Senior Managers (Lon-don Business School). He is also a resident teacher of the “Advanced Public Relations and Crisis Management” course at the In-ternational Council of Shopping Centres European Retail Property School.
André Serpa SoaresCorporate Communica-tions & PR ManagerTAP Portugal
André Serpa Soares is a practitioner at TAP Portugal’s Communications & Public Rela-tions Dpt. since 2007. He develops his work as Social Media Manager, Press Of-ficer, Spokesperson, Internal Publications and intranet platforms coordinator, amongst others. He started his professional career as a radio journalist and DJ and working as a TV reporter for TDM Radio and TV Ma-cao. He published several press articles as a freelance in Macao, China. As of 1991, he was CFO of /Rádio Universidade de Coim-bra/, where he also continued to work as a journalist and DJ. From 1999 until 2007, he worked in PR agencies based in Lisbon, acting as Corporate Public Relations Direc-tor in one of them. André studied Law at Coimbra University and went through an Advanced Programme in Social Media at Universidade Católica de Lisboa.
Case study – TVCABO - The Importance of consumer and employee Engagement Visabeira Global’s Strategic Vision in global telecommunications industry applied to the TVCABO Brand activity plan. Methodologies used to increase Brand Reputation and achieve effective results in Strategic Marketing Plan, in order to generate positive return through local brand customers.
Case study – Creating value through business intelligenceRumo brand and concept: “to grow, to know and to live” – business intel-ligence made in Angola in a crowded media market. Rumo multiplatform strategy: developing monthly magazine newsletter / facebook page + custom publishing unit + seminars and work-shops unit (project).
Case study – Managing an Airline repu-tation in troubled global skiesTAP Portugal carries 10 million passen-gers annually and operates a system-wide network including 77 destinations in 35 different countries across 3 con-tinents. Up to 73% of TAP sales are made abroad. With such a geographic and cultural reach, online platforms are essential tools to manage reputation in an effective way.
Case study – International Expansion = Reputational ChallengePresentation on Sonae Sierra interna-tionalization strategy, the reputational challenges that the company had to overcome and its current corporate communication strategy.
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European Association of Communication Directors (EACD) 37, Square de Meeûs B-1000 Brussels Tel +32 (0)2 219 22 90 Fax +32 (0)2 219 22 92 [email protected] www.eacd-online.eu
T H E E A C D R E G I O N A L D E B A T E S 2 0 1 2
AUSTRIA I BELGIUM I BULGARIA I CROATIA I CYPRUS I CZECH REPUBLIC I DENMARK I ESTONIA I FINLAND I FRANCE I GERMANY I GREECE I HUNGARY I ICELAND I IRELAND I ITALY I LITHUANIA I LUXEMBOURG I MALTA I MONTENEGRO I NETHERLANDS I NORWAY I POLAND I PORTUGAL I ROMANIA I RUSSIA I SERBIA I SLOVAK REPUBLIC I SLOVENIA I SPAIN I SWEDEN I SWITZERLAND I TURKEY I UNITED KINGDOM
1 6 O C T O B E R 2 0 1 2 • 1 6 . 3 0 • H O T E L A L T I S L I S B O A
ORREGISTER OLINE
HERE
Going global: Managing Multicultural Effective Communication
L I S B O N / P O R T U G A L
