COMMUNICATION DIRECTORY Newsletter for Corporate Communications and Public Relations January 2007

HAPPY NEW YEAR CONTENT

Dear readers of Communication Directory, 01 Commentary Microsoft vs. EU-Commission A new year, a new look. With 2008 underway, Communication Director 02 Third Wave Branding: magazine`s newsletter has not only changed in appearance but also in breaking the ice

content. From now on we will present you with a selected article from By Maijken Shultz and Mary Jo Hatch current issues of Communication Director magazine, on a monthly basis. Additionally, in each issue of Communication Directory you will find out 05 Excellence Awards 2007 about the latest personnel changes from the European corporate com - The Winners munications professionals scene as well as keeping you in the loop as far as events and dates in Europe are concerned. Communication Director 06 Personnel changes Recent appointments from the magazine`s team wishes you a happy and successful 2008! world of communications

08 Events Marc-Oliver Voigt Important events from all Editor -in-Chief [email protected] across Europe

COMMENTARY

EU´s slow dance with Microsoft

Microsoft is in hot water with the European Commission over competition laws again. In 2004, the Commission ruled that their dominant market position was being abused in order to maintain a near-monopoly over operating systems (OS), and Mi- crosoft had to disclose interface code (allowing production of interoperable programs), provide their OS without the ubiquitous Windows Media Player, and pay €500 million in fines. But on January 14th the EU Commission – unsatisfied with Microsoft’s attempts to rectify the problems – launched two new antitrust suits. The Court of First Instance upheld judgements requiring comply with regulations, it seems that Microsoft – as dominant dominant companies to disclose interoperability information, OS manufacturer worldwide – is still loath to relinquish its near- and complaints from Opera and ECIS led the Commission to monopoly. But in view of the EU Commission’s slow progress examine how interoperable their Office Open XML suite is, and towards final judgements on the issue, who can blame Microsoft whether new technologies used in Internet Explorer hinder trans- for sticking to an as-yet highly successful business model. parency of interface protocols. After several years of attempts to by Daniel le Ray Photo: IKEA Photo: 1 COMMUNICATION DIRECTORY Newsletter for Corporate Communications and Public Relations January 2007

THIRD WAVE BRANDING: BREAKING THE ICE

Brand management should exceed the conﬁnes of marketing and be embraced by corporate culture as a valuable way of thinking about the corporate environment.

by Majken Schultz & Mary Jo Hatch

very organisation needs specialists and by fast-moving consumer goods companies like Procter & Gamble specialised functions to do business: and Unilever. The branding sub-discipline of marketing grew over Strategic Planning, Human Resources, the years but never lost focus on the consumer, meaning corporate Public Relations, Marketing and so on. brands were mainly treated in this first wave as giant economy-sized When it comes to branding the organi- product brands that could be created and refreshed through adver- sation, however, the need to integrate tising campaigns in perpetuity. This failed to recognise the relevance across functions is imperative. Otherwise different groups doing of branding for non-marketing functions such as corporate commu- Edifferent things pull the brand in different directions and fail to nication, and ignored firms’ many other stakeholders. realise synergies. In the second wave of corporate branding, companies strived to Mapping functional specialties and the programs they are re- put the corporate into corporate branding and thereby made brand- sponsible for onto different parts of the brand highlights the ing a multifunctional activity. This meant that Corporate Commu- problem created when these activities are pursued independently. nications and to a lesser extent HR, Investor Relations and all the Far too often marketers tracking the corporate image are not in other communication functions joined with Marketing to manage conversation with HR folks handling the culture, and internal the corporate brand. Second-wave corporate branding led to innova- communication specialists are not talking to those from corpo- tions such as employer brands and a plethora of brand activation and rate communication, who promote the company externally to renewal programs each designed, orchestrated and led by a different the media, NGOs and partners. The failure to integrate typically group within the corporation. Over time, this activity contributed to means that the change programs a company has at any one time brand confusion as different groups claimed pieces of the branding rarely build on the corporate brand, nor do they deliver full value puzzle and the resources that came along with them. To balance this to stakeholders or the bottom line. Most tragically, this lack of tendency, second-wave branding often spawned cross-functional integration fragments the identity of the organisation, putting all task forces whose job was to coordinate all corporate brand efforts the equity invested in the corporate brand at risk. and to bring corporate brand thinking to the firm.

SHIFTING PERCEPTIONS OF CORPORATE BRANDING THE NEW WAVE OF BRANDING Companies today are enter- Branding began as a marketing endeavour to create and manage ing an era of stakeholder capitalism that is changing the balance of the relationship between products and consumers, as practiced e.g. power within ﬁrms. New rules for doing business are being writ- 2 COMMUNICATION DIRECTORY Newsletter for Corporate Communications and Public Relations January 2007

ten as suppliers, investors, employees, communities, and a growing The functional specialties of marketing, corporate communica- number of global NGOs are organising to offset the influence global tion and HR all contribute to corporate and third wave branding. business represents. Stakeholders make stronger claims on compa- They have as much to offer as they ever did, if not more. Compa- nies than ever before, and their influence affects the identities of the nies just need to make better use of what these specialists can do firms that they relate to and target. by managing their limitations and helping them appreciate each other. Marketing specialists know what consumers and customers LISTENING TO STAKEHOLDERS In the context of stakeholder expect and desire, and can deliver what they want creatively. Their capitalism, a third wave of branding will evolve to respond to these affinity for customers and consumers, however, often leaves them gathering forces. This shifts the role of the corporate brand to be not at a loss when it comes to serving other stakeholder groups. just the voice of the company but of the entire enterprise. The third The various specialists of corporate communication, from media wave encompasses the interests and expectations of the full range relations to CSR experts, provide skills essential to effective com- of stakeholders and makes corporate branding a strategic asset of munication of the brand internally and externally. Their propensity increasing importance to CEOs and their top management teams. to value consistency and clarity of message is invaluable, though it More time and attention at the highest levels of an organisation will must be tempered by encouraging stakeholders to play with brand be given to listening and talking to stakeholders and engaging the meaning in their own ways. Although many communication spe- full range of them through the corporate branding process. To do cialists value two-way communication, it is still a challenge to many this kind of complex, interactive, and inclusive communicative work experts to learn to listen well to their stakeholders and practice what requires managers to become more conversant with the multi-stake- they preach. Human resource practitioners understand cultural mat- holder aspects of corporate branding, which is key to catching the ters within the firm and can help when culture change is needed. third wave. These are the people who can put together training and development NEW MEDIAThe main implication is that many voices will shape programs that will encourage employees to express cultural values and inform the corporate brand though myriad forms of communi- through behaviour, and adjust it to benefit the brand. They can also cation – direct and indirect, face-to-face and virtual – and through ensure that the brand draws into the firm people who fit the culture traditional channels as well as new media such as text messaging well and look forward to working on its behalf with your stakehold- and websites like MySpace and YouTube. As a result the next gen- ers. Sadly, many companies have outsourced critical HR and train- eration of both corporate communication and marketing managers ing functions that are key to translating the corporate brand into will spend increasing amounts of time looking at the brand through the eyes of stakeholders. Participation in brand community events will feature prominently in their schedules, and every interaction EXECUTIVE SUMMARY inside the firm and out will become more of a two-way process. Branding began as marketing & became a multifunctional tool, losing some focus.

Employees will start to bring some of these stakeholders directly Third wave branding must integrate all elements of corporate culture into the management process, making use of their ideas and skills in A single voice must be used for the whole enterprise. internal company activities. They will design new activities getting Direct interaction means better results. employees to work alongside more stakeholders doing things that The article is based on the book by Hatch & Schultz: Taking Brand Initiative: How give all of their lives greater meaning – and contribute to the innova- Companies Can Align their Strategy, Identity and Culture Through Corporate Branding. To be published in March 2008. tion and dynamism of the brand! 3 COMMUNICATION DIRECTORY Newsletter for Corporate Communications and Public Relations January 2007

organisational behaviour. If this describes your company, a first step challenges for the new unit manager, Charlotte Ersboell, were to is to help HR resume its larger role and rededicate itself to ensuring motivate other business functions to start using the corporate brand that employees recognise that they truly matter. Putting the brand concept. For this she appointed a global cross-functional team behind your employees is a good place to start. (CFT) for corporate branding. To ensure top management sup- But HR departments cannot do it alone. Their advocacy for people port of the collaborative effort, Ersboell ensured the CFT reported and training efforts will have limited influence until brand-affirm- to the steering committee led by the CEO and on which her boss ing behaviour is supported by management practices throughout the and the VP of international marketing also sit. The support from company. For example, R&D, Engineering and Operations cannot international marketing to the new branding CFT’s activities was translate the brand’s central idea into products until employees have particularly important because, according to Ersboell, this function a deep emotional and aesthetic feeling for the corporate brand and is the “closest partner to Corporate Branding.” The two units have understand its role in the company. Unless culture backs employees many overlapping responsibilities and potential conflicts and mutual up when they creatively use brand-based thinking to do their jobs, opportunities need to be managed carefully. So far, the experiences they will quickly learn that branding does not really matter. The and success in the global marketplace of Novo Nordisk has demon- same point applies to other departments. If management does not strated the value of aligning all business functions behind the brand. make brand-thinking a requirement and brand delivery the norm, It shows that when people working from marketing and PR across then nothing anyone can say on the brand’s behalf is going to help the enterprise, inside the organisation and out, share insights and realise its potential symbolic or economic value. experiences with one another this will connect the many conversa- tions with different stakeholder that build the identity of “who we OVERCOMING SILOS BETWEEN BUSINESS FUNCTIONS all are” as an organisation . In the case of Novo Nordisk such shar- Each company must find its own way to overcome the functional ing was facilitated by the establishment of a small new unit. Other silos knowing that turf wars mean that many brand initiatives fail. companies find other ways. The main point is direct interaction But in our experience it only requires a soft-handed facilitation, as between the members of different functions will produce results most specialists are aware of their limitations and see the value of that are usually better, more inspiring and always available more exchanging ideas and experiences. But they need top management quickly. encouragement and a systematic facilitation to turn aspirations into coordinated collective action. So Danish Novo Nordisk’s corporate brand promise of “Changing Diabetes” e.g. means much more than

serving diabetic customers - it seeks to join forces with a multiplicity STORYTELLER of stakeholders to change the devastating eﬀects of diabetes around

�� This article was published in Communication COMMUNICATION DIRECTOR the world. In Novo Nordisk, the organisational response to the � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � Director‘s current issue „Photo ﬁnish – How Pu- �� blic Relations and Marketing see eye to eye“. It is push for multi-stakeholder involvement was the formation of a new an excerpt from the book by Mary Jo Hatch & Maijken Schultz: Taking Brand Initiative: How Com- small unit dedicated to global collaboration to leverage all relevant panies Can Align their Strategy, Identity and Culture Through Corporate Branding due to be published resources to “Change Diabetes”. The Corporate Branding unit ��was in March. Schultz is Professor at Copenhagen Busi- �� ness School (CBS), Associate Dean for their Full �� 7 4/200 created as a spin-oﬀ of the much larger Corporate Communication�� R ��

�� IRECTO D �� N �� Time MBA and a partner at ‚The Reputation In- �� OMMUNICATIO C

function, both reporting to the executive VP and chief of�� staﬀ, who stitute‘. Hatch is Professor Emerita, University of Virginia & adjunct & visiting professor at CBS. in turn sits on the company’s executive management team. The main 4 COMMUNICATION DIRECTORY Newsletter for Corporate Communications and Public Relations January 2007

EUROPEAN EXCELLENCE AWARDS 2007

On December 13th, Communication Director for the ﬁrst time handed out the European Excellence Awards for outstanding pieces of communications work from all over Europe, at the Ritz Carlton Hotel in Berlin. The judging panel which comprised renowned experts from the corporate, agency and academic worlds - decided the winners in 50 categories, in November. 400 guests assembled for the Gala witnessing a beautiful evening. Below is a list of those awarded a trophy. To view images of the event, please go to www.excellence-awards.eu.

ACCOMPLISHMENT Ecology & Environment HR Communication Blog Anglian Water: LloydsPharma: ING: Best Campaign Shopping Trolley Art Do You Swallow Everything? Our Virtual Holland Department for Children, Schools & Fa- With Iotta Communications With Linden Lab milies: Government Agencies & Parties Website Rhyme4Respect Department for Children, Schools & Fa- Corporate Social Responsibility UPM - Kymmene Corporation: With Trimedia Harrison Cowley milies: Shell Companies in Europe: UPM - Forest Life Rhyme4Respect European Shell Eco-Marathon With Valve Branding Ltd Newcomer Agency of the Year With Trimedia Harrison Cowley GMP PR Event Agency of the Year Associations Marketing für Deutschland GmbH: NATIONAL AND REGIONAL Burson Marsteller Europe Sanoﬁ-aventis / The Association for the 365 Landmarks in the Land of Ideas CAMPAIGNS Study of Infectious Diseases: With Scholz & Friends Agenda New Citizens, new patients United Kingdom INDUSTRIES AND INSTITUTIONS With Publicis Dialog Public Affairs Mastercard: NSZZ Solidarnosc: PayPass - Coin Bridge Automotive and Transport Non-Proﬁt Organisations Low Wages - a Barrier to Poland‘s Deve- With Weber Shandwick Scania CV AB: CONCORD - European NGO confederati- lopment Young European truck Driver 2007 on for relief & development: With On Board PR Relations Germany Pan-European press action on the reality of EnBW: Technologies the European Aid for developing countries Issues & Reputation Management 2nd German Conference on Climate HTCI-Hellenic Technology Clusters UPM - Kymmene Corporation: Change Initiative: UPM Forest Life The Silicon Valley of Greece COMMUNICATIONS With Valve Branding Ltd Spain With Advocate / Burson-Marsteller Laboratorios Intervet: Multicultural Communication Evaluation a Pet, a Life. Be Responsible Telecommunications Department for Children, Schools & Fa- Westminster City Council: With Marco de Comunicacion BT Corporate Responsibility: milies: Westminster Reputation Tracker Finding a New Voice for the BT Speaking Rhyme4Respect Poland Clock With Trimedia Harrison Cowley NSZZ “Solidarnosc”: With Trimedia Harrison Cowley CORPORATE MEDIA Low Wages - a Barrier to Po¬land‘s De- International Communication velopment Finance Edelman UK: Annual Report With On Board Public Relations Dresdner Kleinwort / Dresdner Bank AG: Global Peace Index Wienerberger AG: Going the Extra Mile In Some Ways It Was a Good Year. In Other Belgium, Netherlands, Luxemburg Change Communication Ways It Was a Bad Year Gain: Are You With Me? Consumer Health Alstom Power: With Mensalia Unternehmensberatungs With Pleon Netherlands European Commission — DG Sanco: Cafezinhos, a new approach to focus GmbH / Büro X Help, for a life without tobacco groups Greece, Turkey With Ligaris Company Brochure Wind Hellas: Deutsche Post World Net: Coca-Cola Romania Company: Wind «Much More» Fashion & Beauty First Choice The book of Smiles - 15-year anniversary With V+O Communication Fiona Bennett: With The Brand Union, Deekling Arndt book of The Coca-Cola Romania A Hat for Europe Advisors CompanyWith McCann PR Norway, Sweden, Finland, With Publicis Consultants Denmark Mergers and Acquisitions Corporate Advertising AstraZeneca Sweden in collaboration with Sport & Lifestyle PRR PUMA: Pearn Kandola: The Swed¬ish Heart and Lung Associati- The Football Association: Against All Odds Campaign for Pearn Kandola on: England Women — Girls United With Hering Schuppener Consulting With Masius / Publicis Consultants Ten Women with COPD With GCI Stockholm Entertainment & Culture Crisis Communication Employee Publication Energy Splash: BrainLab: Crisis in Ghent Deutsche Telekom AG: Southeast Europe O Corpo Humano como nunca o viu Bo- With Fleishman-Hillard You and Me ING Pension Fund: dies the Exhibition With G+J Corporate Media GmbH Building sustainable retirement savings in With Lift Consulting Financial Communication Romania Gentium: External Publication With Mmd Corporate, Public Affairs & Pu- Travel & Tourism The ‘Brain in Italy’ campaign Phonak AG: blic Relations Consultants Regional Marketing Project Group, Meck- With Burson Marsteller Hear the World Magazine lenburg-Vorpommern: Hungary, Czech Republic, The XXL Beach Chair. MV - The Place to Best Launch Intranet Slovakia be Danone Belgium: Indesit Company: ÖKO-Pannon: With Pleon Danone Enters the Segment of Demo- Insight - Indesit Company Intranet The selective wast collector country Nutrition With Noguchi Porter Novelli Food & Beverage With Interel Podcast Burger King: University of Bath: Estonia, Lithuania, Latvia Chicken — Actors casting Best Relaunch Bath Pod - Broadcasting our research to Samsung Electronics: With Edelman Yum! Brands (KFC): the world Launch of the Ultra Editon II Global Relaunch - Face from Space With PRAE Public Relations With Weber Shandwick 5 COMMUNICATION DIRECTORY Newsletter for Corporate Communications and Public Relations January 2007

Recent Appointments from the World of Communications / January 2007

United Kingdom: Carter new adviser for Prime Minister Brown As of January 7, STEPHEN CARTER has taken his post as the newly created Chief of Strategy and principal adviser to UK Prime Minister Gordon Brown, a position which will be equivalent Stephen Carter to a chief of staff. He was previously chief executive of corporate and ﬁnancial public relations (Chief of Strategy and principal at Brunswick, also worked as Chief executive of both Ofcom and J Walter Thompson. Mr. Car- adviser) Institution: British government ter studied Law at the University of Aberdeen. Start: January 7

France: BNP Paribas hires Marianne Huvé-Allard

Marianne Huvé-Allard is head of Brand and Communications of BNP Paribas` Corporate and Marianne Huvé-Allard Investment Banking division as of November 2007 where she will report to Jacques d‘Estais (Head of Brand and and Antoine Sire. She comes to BNP Paribas with over twenty years of experience in corpora- Communications, CIB Division ) te and ﬁnancial communication. She studied political science at the Institut d‘Etudes Politiques Institution: BNP Paribas de Paris and has an MA from Fordham University. Start: November 7

Norway: Hydro with new Senior Vice President Communication

INGER SETHOV has been appointed Senior Vice President in charge of Communication at Inger Sethov Norway`s second largest oil and gas company, Hydro, as of December 28, 2007. She has been (Senior Vice President with the company since 2005, following many years as a journalist with Reuters and Dow Jones. Communication) Ms. Sethov has been acting Chief Communication Ofﬁcer since August and suceeds Cecilie Institution: Hydro Ditlev-Simonsen. Start: December 28

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Recent Appointments from the World of Communications / January 2007

United Kingdom: Williams to head Corporate Communications at BBC ED WILLIAMS will take up his new post as Head of Corporate Communications at the BBC Ed Williams in the ﬁrst quarter of 2008. He succeeds Sally Osman and will report to Tim Davie, Director (Head of Corporate of Marketing, Communications & Audiences. Ed comes to the BBC from Reuters, where he Communication) worked as Director of Corporate Affairs. At the BBC, Williams will be responsible for the Institution: BBC development and implementation of the BBC`s overall comms strategy. Start: ﬁrst quarter 2008

France: Claude Chirac takes over communications for PPR On December 4, 2007 CLAUDE CHIRAC became Communications Director of PPR. She will be a member of the Executive Committee and will report to CEO François-Henri Pinault, Claude Chriac succeeding Laurent Claquin in this post. Her career in comms began at RSCG. She was also (Communications Director) director of Communications for Jacques Chirac’s 1995 election campaign, then adviser on Institution: PPR press opinion communications to the French presidency from 1995 to 2007. Start: December 4, 2007

Germany: Metro with new Head of Communications

Metro Group has appointed JÜRGEN HOMEYER as Head of Communications effective December 2007. He succeeds Petra Rob who has left the corporation. Homeyer had be- Jürgen Homeyer en Head of Communications provisionally after Petra Rob`s resignation in November 2007. (Head of Communications) Homeyer has worked for Metro Group since 2002. Prior to his new post he headed Metro‘s Institution: Metro Group press ofﬁce. Jürgen Homeyer reports to Metro Group`s CEO, Eckhard Cordes. Start: December 2007

Germany: Paris new spokesperson for Minister of the Interior As of January 15, STEFAN PARIS has taken his post as new spokesperson for the German minister of the interior. He succeeds Stefan Kaller who has taken over the responsibility as Head Stefan Paris of the subdivision for the protection of the constitution in the newly formed department of (Spokesperson) public security in the ministry of the interior. Stefan Paris has been with the ministry since 2002 Institution: Ministry of the interior and reports directly to Wolfgang Schäuble, the German minister of the interior. Start: January 15

Sweden: New Corporate Communications Director at Wayﬁnder

On January 4, 2008 Wayfinder Systems announced that Marianne Olsson had appointed Cor- Marianne Olsson porate Communications Director. For the past six years she has also consulted Wayfinder on (Corporate Communications Director) its Strategic Communications. Previously, she worked at the Swedish Parliament, and at Erics- Institution: Wayfinder Systems son both in Sweden and the U.S. in different roles managing local and global communication Start: January 4 projects. Marianne Olsson has an MBA from Henley Management College.

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Send your Chief Editor Editors Newsletter Publishers Advertising Marc-Oliver Voigt Grit Fiedler Rudolf Hetzel Sabine Wolf Personnel News updates to Clemens zur Hausen Torben Werner [email protected] Layout Karsten Drümmer Stefﬁ Butter Paul J. Thomas [email protected] George Kyriacou COMMUNICATION DIRECTORY Newsletter for Corporate Communications and Public Relations January 2007

EVENTS

21 – 22 Feb 2008 European Business Summit: Greening the Economy With the theme of ‘Greening the Economy: new Energy for Business’, the EBS 2008 will focus on how Europe can turn a “carbon challenge” into business opportunity, giving new energy to growth and jobs. Speakers include: José Manuel Barroso, President, European Commission; EU Commissioners Jacques Barrot, Stavros Dimas, Ján Figel, László Kovács, Peter Mandelson, Janez Poto�nik; Jeroen van der Veer, CEO, Royal Dutch Shell.

Federation of Enterprises in Belgium and Businesseurope Location: Tour & Taxi Brussels, Belgium More

23 – 27 Jan 2008 28 – 01 Feb 2008 19 Feb 2008 World Economic Forum EU Sustainable Energy Week Worldwide Security Annual Meeting 2008 Conference The World Economic The 2nd EU Sustainable In 2008, the 5th World- Forum Annual Meeting Energy Week covers key wide Security Con- provides an unrivalled topics that highlight the ference will focus on platform for leaders multi-sectoral nature of combating terrorists from all walks of life sustainable energy deve- and violent extremists. to shape the global lopment and stress the It is one of the largest agenda at the start of need for everyone to and most prestigious each year. work together towards security conferences in a common goal. the world.

World Economic Forum European Commission East West Institute Davos, Switzerland More Brussels, Belgium More Brussels, Belgium More

13 – 14 Mar 2008 European Council Spring Summit Relaunching the Lisbon strategy under a new treaty The summit will focus on the new stage of implementation of the Lisbon Strategy and it will also prepare the review of the Budget. This will be the ﬁrst moment to analyse the achieve- ments of the European Year for Intercultural Dialogue. This Council meeting comes a few weeks before the EU-Russia Summit that will also be addressed by the European leaders.

Council of the EU Brussels, Belgium More

4 Mar 2008 24 – 25 Apr 2008 06 – 07 May 2008 High Level Meeting of the Eu- European Communication European Patent Forum ropean Alliance for CSR Summit European Inventor of the Year The event will be co- The second European On 4 March 2008, Eu- organised by the Euro- Communication Summit pean Patent Office, the ropean Commissioners will again bring together government of Slovenia, Günter Verheugen and top-class communicati- the Slovenian Intellectual Vladimir Spidla will meet on professionals from all Property Office and the with CEOs of compa- over Europe and from European Commission. nies that have expressed many different fields and their support to the Eu- sectors. ropean Alliance for CSR. Photos: © EnerGaia, © GIE, © European Community, © 2007 EMRC Community, © European © GIE, © EnerGaia, Photos: CSR Europe European Association European Patent Office Brussels, Belgium More of Communication Directors More Ljubljana, Slovenia More Brussels, Belgium 8 COMMUNICATION DIRECTOR � � � �C � � OMMUNICATIO� � � � � � � � � � � � � � � � � � � � � � �N � � � � � � �D � �IRECTO� � � � � � � � � � � �R � � � � � � � � M a g a z i n e f o r C o r p o r a t e C o m m u n i c a t i o n s a n d P u b l i c R e l a t i o n s

PLEASE ��FAX THIS FORM TO: +32 (0)2 219 22 92

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