MARCH 18, 2015

CONFERENCE PROGRAM

CONFERENCE PROGRAM

FULL CONFERENCE PROGRAM

2

8.00 Registration

8.50 Welcome

9.00 Keynote Rob Cooper, the man behind ‘The most hated woman in Britain’

10.00 Diary of a journalist

10.45 Morning tea

11.15 The art of pitching

12.00 The revenue question

12.45 Lunch

1.45 B2B Public Relations

2.30 Things you need to know if you run an agency business

3.15 Afternoon tea

3.45 PR measurement and evaluation

4.30 CommsCon Question Time

5.30 Close

STREAM 1 STREAM 2 SPONSORED WORKSHOP

How to get a seat at the top table

Content marketing

Social media trends and audiences

How I dealt with a majorcrisis situation

Taking the “social” out of CSR. Corporate Responsibility in 2015

PR Perceptions vs Media Realities

Brand Journalism – what are the best digital tools for PRs in the 21st century?

After five years of reporting on the media and marketing sectors and three years working at a PR agency, I thought I had the industry pretty much sussed out when I was handed the task of curating CommsCon.

But in this age of disruption, it seems the only certainties are death and Twitter.

The traditional divide between marketing and communications disciplines have been disrupted in such a massive way, it will come as little surprise to hear that this year earned and owned media channels are predicted to grow 3.5 times faster than paid media, according to a Starcom report.

PR agencies have suddenly found themselves squaring up against advertising agencies, digital agencies, media agencies and publishers. And with major media agency players such as UM setting their sights on the earned and owned spaces, and Atomic 212 shortlisted in this year’s CommsCon Awards category for Best Use of Owned Media, this landgrab is proving to be as much an opportunity as it is a potential threat to the PR industry.

In this year’s CommsCon conference program, we’ve gathered some of the leading PR practitioners in Australia to talk about what they’re doing to build modern, successful agency businesses. We’ll look at the often fraught topic of measurement and evaluation - which if it’s even possible, is becoming even more essential to crack with data-rich media agencies now muscling in on the suddenly sexy territory of earned media.

And of course let’s not forget the clients in all this. We’ll ask in-house communications directors from leading brands what they’re looking for from their agency partners, and how agencies can help them gain a seat at the table of the organisations they work for.

We’ll also look at the bread and butter stuff, with a selection of interesting and award-winning case studies on crisis management, content marketing and successful B2B campaigns.

Needless to say, putting together a conference such as this wouldn’t be possible without the support of our sponsors, you the delegate (including the loyal delegates who have returned for a third year), the speakers who have given up their time to join our forum, Social Diary and of course PRIA, the PR Council and The Centre for Corporate Public Affairs, which play such integral roles in the development of the PR and public affairs profession in Australia.

So to everyone, we’d like to say thank you.

Enjoy the day and tell us what you think we should do to make CommsCon 2016 even bigger and better than ever.

3

WELCOMECamille AlarconCommsCon curator

4CommsCon 2015

Keynote session The man behind ‘The most hated woman in Britain’

Publicist Rob Cooper will share the story of how he used the British media and a provocative Twitter account to take aspiring glamour model, Josie Cunningham, from an unknown to regular controversial front page fare.

Rob Cooper is a British publicist and the founder of talent management company Celebrity Culture Ltd. Since 2013 he has carved the career of Josie Cunningham, an unknown single mother of two who was relying on the UK benefits system, to one of the most talked about people in the British press. The process of creating Josie’s profile was recently documented on a Channel 4 TV show “Josie: The Most Hated Woman In Britain?”. With many reality shows dictating which management companies their cast have to sign with, a large portion of Rob’s work is done without the client’s management team’s knowledge and is funded directly by the paparazzi.

Diary of a journalistGet a bird’s eye view into what a journalist and broadcast producer’s day looks like from the moment they step into the newsroom or studio.

STREAM 1

10.00AM

9AM

How to get a seat at the top tableLearn how in-house communi- cations professionals can make sure they get a seat at the decision-making table in the businesses they work for – and find out what their agency partners can do to help.

David BreenHead of Corporate Affairs, ING Direct

Jeremy MitchellDirector of Corporate & Public Affairs, Huawei Australia, NZ & South Pacific

MODERATOR: Toby Hemming, Director, Bold Media

PANEL Q&A

Karina KeislerExecutive General Manager Corporate Affairs, NBN Co

Elise DavidsonGM Corporate Affairs, Vodafone

Rob CooperFounder, Celebrity Culture Ltd

STREAM 2

KEYNOTE

10.00AM

Lisa DaviesDeputy News Editor, Sydney Morning Herald/Sun Herald

Alexandra SpurwaySenior Producer, Today Show

Brian ‘Spoonman’ Carlton Executive Producer, 2UE drivetime show

Kate MidenaLifestyle Editor, News.com.au

MODERATOR: Andrea Sophocleous, Consultant

10-MINUTE TALKS

The art of pitching

11.15 AMContent marketing

11.15 AM

STREAM 2

Best practice case studies into how brands are operating in the owned and earned media space. Bill Thomas will share the results of a custom publishing project Hyundai launched to promote its new luxury car brand, Genesis. James Chalmers of content marketing agency, Mahlab Media will talk about techniques used to create compelling content for a brand in the seemingly dry insurance category. Therese Waters will share Luxottica’s strategy in utilising the earned space as a leading eyewear brand.

What do agencies need to do during the pitch process to win over the client and get their business? From client-managed pitches, to pitches run by consultants, get insights into what clients are looking for from a panel of brand owners and a leading pitch doctor.

CASE STUDY PRESENTATIONS

Bill ThomasPR General Manager, Hyundai

Therese WatersPR and Social Media Director, Luxottica

James ChalmersEditor, Mahlab Media

MODERATOR Danielle LongEditor, Branded Arts Review

MODERATOR: Camille Alarcon, CommsCon curator

PANEL Q&A

Martin ColeDirector, Corporate Affairs, Goodman Fielder

Mitzi SaitzykCorporate & Public Affairs Manager, Johnson & Johnson

Larissa WebsterCommunications Manager, Lend Lease

Nathan HodgesGeneral Manager, TrinityP3

STREAM 1

”We find The Source extremely helpful to find and get in contact with potential clients. It is a great way of finding relevant companies who we can approach for new business.”Nicole Sherwood, MJW account manager

FREE 30-DAY TRIALTO A DATABASE OF CHIEF MARKETERS AND AGENCIES

FROM JUST $92 A MONTH… WE’VE DONE THE DIGGING FOR YOU

Claim your free trial at gotothesource.com.au/free-trial gotothesource.com.au

1,600 marketing decision-makers355 FMCG brands132 retail brands

89 technology brands60 companies contacted each week

How is the shift to mobile impacting on social media usage and content creation? And what does this changing landscape mean for brands? Two Social’s Richard Spencer looks at what the continued rise of video, location-based messaging and native advertising means for content strategies, and how this will change best practice, reporting, measurement and ultimately, the success of social media campaigns.

PRESENTATION

As the rise of digital, social media and content marketing brings new challenges and opportunities, savvy agencies are re-inventing themselves and identifying new revenue streams. Hear from the bosses of network and owner-run agencies on what makes a successful, modern-day PR agency.

MODERATOR: Nic Christensen, Deputy editor, Mumbrella

PANEL Q&A

Michael PooleyExecutive Director, PPR

Ben Shipley,Digital Practice Lead, Hill+Knowlton Strategies Asia-Pacific

Richard SpencerHead of Agency, Isentia Two Social

Fleur MaddenCEO, The Red Republic

Anne CostelloRegional Director Asia Pacific, Text 100

In the age of digital media, managing stakeholder relationships and reputational risk is more complex than ever. The importance now being placed on strategic resourcing of the corporate and public affairs function is an essential component to sustaining competitive advantage.

Against this backdrop, we can advise on the best executive search and selection strategy, managing all aspects of the assignment from initial briefing to successful negotiation and placement. In addition, with our years of experience specialising in these functions, we are well placed to advise on best-practice organisational structures, role definition, assessment and remuneration planning.

The revenue questionSTREAM 1

12.00 PMSocial media trends and audiences

STREAM 2

12.00 PM

8CommsCon 2015

Warren Kirby CEO, Wieck eNewsrooms

1.45 PM

B2B Public Relations

PR Perceptions vs Media Realities

STREAM 1

1.45 PM

How I dealt with a major crisis situationSTREAM 2

1.45 PM

A personal account from three PR and communications professionals on how they dealt with a major crisis situation: How they reacted in the heat of the moment and how they worked with their team and effectively used the resources available to them. Presentations by Yancoal Australia’s head of corporate affairs; Weber Shandwick’s award-winning Nutricia Karicare case study; and FCR’s award-winning work for the National Navigation Company.

Case study presentations on how to effectively reach the business audience. Launch Group’s Ashford Pritchard will present on Ingogo, winner of last year’s CommsCon B2B Campaign of the Year; while Edelman’s Clare Glenghorn will talk on last year’s B2B Golden Target winner, GE Capital Mid-Market Report. The Red Agency’s Natasha Carroll will share a case study on positioning leading FMCG company, Mondelez as an innovator in mobile to Australia’s media and marketing industry.

Are you a PR agency looking to grow your service offering and increase revenue opportunities? Attend this session to understand how to boost billable revenue by providing multimedia and making it available online for media keen for content. This session includes case studies of clients who have increased PR budgets by $200k+ pa for new services like VNRs, vodcasts, photography, and more.

Workshop limited to 40 seats.

CASE STUDY PRESENTATIONS

Clare GleghornDirector of Corporate and Public Affairs, Edelman

Ashford PritchardGroup Account Director, Launch Group

Natasha CarrollSenior Account Manager, Red Agency

MODERATOR Nichola PattersonManaging Director, Propeller PR

CASE STUDY PRESENTATIONS

Jacquelynne WillcoxExecutive VP, Head of Corporate and Public Affairs, Weber Shandwick

James RickardsGM Investor Relations & Corporate Affairs, Yancoal

Anthony TregoningManaging Director, FCR

MODERATOR Danielle VeldreSenior Consultant, Access PR

SPONSOREDWORKSHOP

9CommsCon 2015

What you need to know if you run an agency business

STREAM 1

2.30 PMTaking the “social” out of CSR. Corporate Responsibility in 2015

STREAM 2

2.30 PM

A look at the latest trends and developments in corporate responsibility which today encompasses more than just the third sector – impacting on all stakeholders within a corporation. Key topics to be addressed include corporate responsibility reporting, skills-based volunteering, best practice approaches and the role of corporations’ agency partners.

PRESENTATION

What I learnt from starting up my own PR agency: How I grew it to the successful business it is today.

Michelle HamptonMD & Founder, Magnum PR

Agency positioning: In the cluttered world of agencies, how do you differentiate your agency from the pack?

Sangeeta LeachOwner, The Leach Partnership

How to avoid getting fined thousands of dollars over copyright (what you can and can’t legally do).

Adam BensonNational Chair, PRIA’s Registered Consultancy Group

MODERATOR Tim AddingtonDirector, TAG PR

Wayne BurnsDirector, The Centre for Corporate Public Affairs and Executive Director, Acil Allen Consulting

Warren Kirby CEO, Wieck eNewsrooms

Brand Journalism – what are the best digital tools for PRs in the 21st century?

3.45 PM

Are you an in-house PR looking to improve positive media exposure and reach new audiences via smart phones? Brands are now retailers of news, rather than wholesalers to the media – a trend best driven by PRs. This session covers US trends in brand journalism; there will be case studies on a variety of PR campaigns; from crisis comms, to how you can leverage your story to a global digital audience.

Workshop limited to 40 seats.

SPONSOREDWORKSHOP

10-MINUTE TALKS

10CommsCon 2015

Emma Rugge PriceVP, Branding & Communications, GE

Emma is the VP of Brand & Communications for GE Australia & New Zealand, responsible for external communications, brand marketing and advertising. Emma has been in this role since 2008 and has driven the company’s regional brand strategy to establish GE as a leading technology and infrastructure company, through innovative campaigns, media partnerships and brand marketing initiatives. Emma commenced her career at GE in 2004 as the Marketing Communications Leader for the GE Commercial Finance team, before taking on her current role.

Kieran MooreCEO, Ogilvy Public Relations

Kieran has almost 30 years experience in PR covering public

relations strategy development and implementation, reputation and crisis management and corporate positioning for business to business and consumer focused companies both in the UK and Australia. As Ogilvy PR Australia CEO, she is responsible for the specialist businesses that fall within the Group: Howorth; Ogilvy Impact; Pulse; Parker & Partners; and Ogilvy PR Health. Kieran is an acknowledged expert in corporate thought leadership and issues and crisis management. She is an active campaigner for gender equality in the workplace and has been named one of The Australian’s top 10 Women to Watch for two consecutive years.

Melissa CullenChair, Public Relations Council

Melissa Cullen is Managing Director of Res Publica and brings to the table over 15 years’ experience devising and directing a huge variety of Award-winning brand communication programs. Founded in 2003, Res Publica has been recognised for its efforts through the PRIA Golden Target Award for Public Affairs,

Mumbrella’s CommsCon 2014 Awards for Best B2C Campaign, and AdNews PR Agency of the Year Award. In 2011, Mel joined the Committee of the Public Relations Council (PRC), a chapter of the Communications Council and was appointed Chair in December 2014. The PRC represents the consumer public relations (PR) specialty within the marketing communications industry.

Adam Benson National Chair, PRIA’s Registered Consultancy Group

Adam Benson is the National Chair of the Registered Consultancy Group, an operating group of the PRIA which represents consultancy CEOs and owners. In the last 12 months he and former RCG Chair, Annabelle Warren, have negotiated a landmark deal between the Registered Consultancy Group and the Copyright Agency which delivers a number of financial benefits and legal protections for Registered Consultancy members. Adam is also the co-director and owner of Recognition PR and Write Away

Communication + Events and IT marketing services company, Outsource. He has more than 20 years experience in building and executing communication programs across a variety of companies operating in the IT, professional services and consumer electronics markets.

John Vineburg NSW President & National Board Member, PRIA

John Vineburg is Senior Project Officer, Communications for NSW Health where he’s charged with developing and implementing an overarching branding strategy for programs under the NSW Healthy Eating Active Living (HEAL) Strategy. John is also NSW President of PRIA and sits on the National Board. John is part of PRIA’s College of Fellows, a senior group of practitioners that brings their collective skills, experience and knowledge together to help guide the PR body through evolving issues in the industry - particularly in the area of ethics. Established in 1987, the College of Fellows strengthens PRIA’s ability to pursue its key objectives.

CommsCon Question TimeA panel of senior practitioners from across the communications spectrum take part in a lively debate discussing the key issues impacting the industry.

MODERATOR: Camille Alarcon, CommsCon curator

PR measurement3.45 PM

4.30 PM

A brief presentation by Ogilvy’s Richard Brett on Ogilvy PR Australia’s own measurement system which it launched less than a year ago. The session will be followed by a panel Q&A on the key issues and challenges around measurement.

MODERATOR: Tim Burrowes, Content Director, Mumbrella

Christine JonesCEO, Burson-Marsteller

Richard BrettGroup MD Consumer, Ogilvy PR

Annalise BrownMD, Bang PR

Michael Ziviani Member, PRIA Measurement & Evaluation Committee; CEO, Precise Value; Co-Chair APAC, Association of Measurement and Evaluation of Communication

SAVE THE DATE

JUNE 2-4 2015 | HILTON HOTEL, SYDNEY

SPONSORS