28—29 MAY 2020 #COMMSSUMMIT RADIALSYSTEM

FOR LEADERS AND NEW ­TALENTS IN PR

PLUS

SEE PAGE 12 FOR DETAILS

EXPERIENCE THE

TRANSFORM TRANSFORM TRANSFORM TRANSFORM WORK ORGANISATIONS LEADERSHIP THE WORLD

FULL PROGRAMME AND TICKETS: WWW.COMMUNICATION-SUMMIT.EU CORPORATE ACTIVISM INTERNAL COMMS

STORYTELLING CEO POSITIONING FAKE NEWS

REPUTATION SOCIAL MEDIA CLIMATE CHANGE

CRISIS MANAGEMENT ARTIFICIAL INTELLIGENCE

EXPERIENCE THE GLOBAL COMMUNICATION

28—29 MAY 2020 RADIALSYSTEM BERLIN

MENTORSHIP SKILLS DEVELOPMENT

CYBER SECURITY DATA & ANALYTICS CSR

POPULISM AGILE C SUITE

MANAGEMENT MARKETING WELCOME TO 28—29 MAY 2020 THE GLOBAL RADIALSYSTEM BERLIN COMMUNICATION SUMMIT 2020

A changing world demands new approaches to politics, business, trade and work – and to the role and profile of communications professionals. Recent headlines – from protests in Hong Kong to the bushfire inferno in Australia, impeachment in the White House and tensions in the EU – drive home the message that ‘business as usual’ no longer cuts it. It’s up to all of us – from senior communications leaders to new talents at the start of their careers – to hear and respond to new global dynamics. At the Global Communication Summit, the annual flagship event for international communication and PR professionals, communications is the thread that helps us navigate an uncertain world. To explore this idea more fully, the Global Communication Summit 2020 features four parallel tracks: • TRANSFORM WORK: How are new tools and trends changing the way communicators work on a daily basis? • TRANSFORM ORGANISATIONS: Whether multinational corporation or local not-for-profit, the organisations we work for are changing in ways unimaginable just a few years ago • TRANSFORM LEADERSHIP: New societal expectations of what leaders should deliver combine with new leadership opportunities for comms professionals at all levels • TRANSFORM THE WORLD: What Generation Greta has known all along: communications can empower anyone to make a change and have real impact But that’s not all: to mark our global reach, we’ve included a special focus on China: keynotes, panels and break-out sessions will explore business and communications in the world’s most fascinating market. See page 12 for more details. Finally, an extra track features in-depth interactive workshops, where the lessons you’ve learned at the Summit can be road tested. Join us on May 28–29 on a journey of transformation and learn how global developments affect the communicator’s role – and how the communicator can stake out a global position.

Karin Helmstaedt Moderator

2 5+ 70+ 400+ DAYS INNOVATION INFLUENTIAL COMMUNICATION IN BERLIN EXPEDITIONS SPEAKERS PROFESSIONALS

#COMMSSUMMIT 3 PROGRAMME DAY ONE 28 MAY 2020

08.00 Registration Opens Radialsystem, Berlin

09.30 Kick Off Main Stage

09.45 Opening Keynote & Main Stage Panel Main Stage see pages 6–7

11.50 Track Sessions Begin see pages 8–11

TRACK 1 TRACK 2

TRANSFORM TRANSFORM WORK ORGANISATIONS

13.00 Lunch

14.10 Afternoon Track Sessions Begin see pages 8–11

17.40 Closing Keynote Main Stage

18.30 Evening Party Radialsystem V, Berlin

LISTEN DISCUSS LEARN

LIVE MAIN STAGE INTERACTIVE ­PODCAST DEBATES WORKSHOPS

Created by Professor Ana Adi, Women in PR is Shifting business models, demographics, From crisis scenario training to issue a podcast about women that have embraced PR regulatory contexts and geopolitical tensions management bootcamp, our workshops are and made it shine. As part of GCS 2020, Ana are some of the factors explored in our CCO the perfect way to deep dive into a specific will interview a leading practitioner about their panel on day one; on day two, the political and communications and PR discipline. Whether career, their ‘aha!’ moments and their never business context of the China-West relationship you want to compare your capabilities with agains, and the lessons learned on the way. will be debated by a diverse panel of experts. peers or learn something new.

4 #COMMSSUMMIT PROGRAMME DAY TWO 29 MAY 2020

08.00 Doors Open Radialsystem, Berlin

08.50 Welcome Main Stage

09.00 Opening Keynote & Main Stage Panel Main Stage see pages 6–7

11.00 Track Sessions Begin see pages 8–11

TRACK 3 TRACK 4

TRANSFORM TRANSFORM LEADERSHIP THE WORLD

12.10 Lunch

13.20 Afternoon Track Sessions Begin see pages 8–11

15.40 Closing Keynote Main Stage 16.30 End of GCS 2020

CONNECT CELEBRATE EXPLORE

RELAXED EVENING INNOVATION NETWORKING PARTY ­EXPEDITIONS

The opportunity to connect with international At the end of the Summit’s first day, our Our exciting offsite-programme includes PR and comms professionals is one of the most colourful after party is the ideal excuse to let visits to co-working spaces, innovation hubs, powerful advantages in attending the Summit. your hair down, unwind, dance and make new newsrooms, start-ups and more hotspots in In coffee breaks or at lunch, over evening drinks friends in the heart of Berlin. A special evening Berlin. Join the tour and learn from speakers in or breakfast, making new contacts and creating performance will kick off the festivities in style their own setting as they walk you through their opportunities has never been easier. as we party on the banks of the River . spaces and explain their concept.

#COMMSSUMMIT 5 DAY 1 09.45–10:30 K. CORLEY KENNA ON THE SWEET SPOT BETWEEN ACTIVISM INSPIRING AND BUSINESS KEY

NOTES KEY NOTE 1 K. Corley Kenna Director Global Comms and Public Relations, DAY 2 09.00–09.45 Patagonia

JOY TAN Described as “a pioneer in responsible business” by ON NAVIGATING Business Ethics Magazine, and “in business to save our home planet” according to its own mission statement, US A COMPLEX outdoor apparel brand Patagonia is globally recognised KEY as a pioneer in sustainability and a leading purpose- MEDIA NOTE driven company. At a time when business is expected to 2 take a leadership role on a range of social issues, what LANDSCAPE IN role does culture and communications play in achieving change while also underpinning growth? Corley Kenna, THE FACE OF Joy Tan who leads Patagonia’s global communications, will share Senior Vice President of how her team amplifies the brand’s mission (including ADVERSITY Public Affairs, Huawei Technologies USA the company’s lawsuit against the Trump Administration) and helps drive major policy changes while drawing on Navigating the complex media and communications landscape can be her extensive career in government, politics, agency a challenge for companies across all industries. However with the right and business to reflect on the transformative effect of approach, the media can help proliferate a brand’s core values and work’s strategic communications. impact on the world. Joy Tan will discuss how she leads her team and manages a comprehensive communications programme to consistently DAY 1 17.40–18.20 engage with and nurture a positive relationship with the media in the face of adversity and bias in the U.S. Joy’s presentation will explore how modern media has evolved and how brands can use these developments to deliver MARIAN SALZMAN meaningful stories to the media and the wider public. ON TRENDS AND TRANSFORMATIONS DAY 2 15.40–16.20 HEINO FALCKE ON BLACK HOLES AND KEY NOTE FIRE­ REVELATIONS: 3 SIDE Marian Salzman CHAT SEEING THE Senior Vice President, Global Communications IMPOSSIBLE Heino Falcke Philip Morris Professor of Astrophysics, International (PMI) Radboud University Black holes are the universe’s most mysterious phenomenon: extreme concentrations of matter with a gravitational attraction so strong that not even Marian Salzman has been a disruptive force within the light can escape. The inside of black holes is shielded from observations by an communications industry for more than three decades. event horizon, a virtual one-way membrane through which matter, light and One of the world’s most-awarded PR executives, she information can enter but never leave. Recently, a team of scientists achieved has enjoyed a varied career and is known as one of the the unthinkable and made the first image of a black hole – named the top world’s top five trendspotters. Her annual trends report scientific breakthrough of 2019 by the journal Science. The team’s chief has been called “a bible for companies wanting to know scientist, Professor Dr. Heino Falcke is also a lay pastor: for him, black holes do the next big thing.” In this fireside chat, recorded live for not represent a contradiction with his religious beliefs. In his keynote, Heino the Women in PR podcast, Marian will share her insights will discuss the work involved in photographing black holes and reflect on the into tomorrow’s transformational trends and will explore relationship between science and faith. how we can inject calm, civility, and clarity into a world that can seem to be spinning out of control.

6 WWW.COMMUNICATION-SUMMIT.EU #COMMSSUMMIT PANELS, ROUND DAY 1 10.30–11.20 TABLES GLOBAL MAIN AND MORE STAGE PERSPECTIVES PANEL ON THE CCO

Shifting business models, demographics, regulatory contexts and geopolitical tensions are DAY 2 09.45–10.30 some of the factors that are redefining the role of the Chief Communications Officer. How CHINA & MAIN do today’s communications and corporate affairs leaders stay in the know while navigating STAGE a transformed communications and business landscape? And what advice to they have COMMUNICATIONS, PANEL for the next generation of new talents on public relations and communications? Leading 2020 AND BEYOND communications leaders from around the globe will discuss their work in the context of a transforming world. Christof E. Ehrhart, Olga Podoinitsyna, Brian Lott, Chief Executive Vice Former Member of the Communications Officer, President Corporate Board, VTB Capital Mubadala Communications & Governmental Affairs at Robert Bosch

2019 was a challenging year for China’s relationship with the West. Whether protests in Hong Kong, trade war with the US, or predictions that its economic growth is set to slow to a 30-year low in 2020, the world’s most populous country is the focus of much heated debate Moderator Karin Helmstaedt – some of it based on profound misconceptions. China’s role is growing and will affect the leads main stage plenary panels world’s economy and security, and Europe needs a more nuanced China policy. Our panel that deliver expert insight and of experts will discuss how global political tensions will shape relations between China and thought-provoking opinions. the West going forward – and what are the trickle down effects on western companies doing Elsewhere in the programme, business and business communications in China. our roundtables engage, Noah Barkin, Visiting Jia Song, Founder, West Dr Yu Jie, Senior debate and discuss Academic Fellow, meets East Research Fellow on with industry Mercator Institute for China, Chatham House leaders. China Studies

DAY 2 13.20–14.30 CHANGING THE SHAPE OF ROUND INTERNAL TABLE COMMUNICATIONS

Let’s discuss today’s internal comms challenges, including: moving from a top-down flow and tone to a multidirectional approach recognizing the role different stakeholders play; addressing multiple languages, cultures and professional disciplines and workstyles; positioning internal communica- Mike Klein, Markus Leutert, Caroline Thomas-­ Rachel Fraser, Janet Hitchen, tions as a value generator and/or risk mitigation; Principal, Group Head of Korger, Head Head of Internal Internal growing internal communications as an organisa- Changing the Communications, of Employee Communications, Communications tion scales up; the role of communications leaders Terms AKKA Experience and Manchester Consultant Technologies Communications, United in creating the right climate for internal commu- Omio nications and addressing blockers and barriers in the path of any or all of these.

#COMMSSUMMIT WWW.COMMUNICATION-SUMMIT.EU 7 M&A COMMUNICATIONS: REPUTATION, BEHAVIOUR THE ULTIMATE CHALLENGE? AND CRISIS

DAY 2 DAY 2 IN CON­ INSIGHT VERSATION 14.00–14.30 11.40–12.10

From the earliest stages right through to announcements and closure, Named as one of the Top 10 of Britain’s Most Admired Companies by Man- explore the power of communications in integrated deal-planning agement Today in 2019, Shell faces several areas of reputation challenges, teams. Gain insight into the creation of a centre of expertise for M&A from taxation to fossil fuels. These issues come into sharp focus in times communications, and into dealing with potential market leaks, working on of a crisis, as Carlo Parrado Curros explains to Sandra MacLeod, Expert reputational issues mapping, planning complex communications cascades Witness in Reputation. He will discuss how to build robust capabilities for and partnering with counterparties’ communications leads. unexpected, unfortunate events impacting stakeholders’ trust in the or- ganisation – and how this buffers a corporate reputation in the long term. Louis de Schorleme, Managing Partner, Corinne Holtshausen, Regional Corporate Diplomat Communications Lead (EMEA), Cargill Carlo Parrado Curros, Global Head of Sandra MacLeod, CEO, Crisis Management, Shell Echo Research

A JOURNALIST DAY 2 IN CON­ TRACK 1 INSIDE THE VERSATION TRANSFORM COMPANY 11.00–11.30

WORK Tomas Kellner leads GE Reports, the company’s award-winning content Never have communicators had so many tools and and media platform. He will talk about his career in journalism and in pro- opportunities at their disposal, and never have ducing content for a large, multinational corporation, explain the strategic they faced so many disruptions to their work. value of brand journalism, and address the importance of developing Open source, sharing economy, remote teams, internal sources to create engaging content that not only tells the story flat hierarchies and virtual meetings: the way of the company and its people but also supports its business strategy. He we work with each other has never been so will also discuss the benefits of rigorous internal checks and reviews, and fluid. At the same time, anxieties about explain how companies can use storytelling to provide customers, inves- privacy and manipulation, deep fakes and tors, and the public a unique perspective on the world. disinformation, pose urgent questions. Tomas Kellner, Chief Storyteller, GE Where is the human in the midst of the new technological landscape? MORE SESSIONS, NEW SPEAKERS AND UPDATES >>>>>>>> WWW.COMMUNICATION-SUMMIT.EU

THE FOURTH SOCIAL MEDIA: PLUG THE SKILLS GAP, DIMENSION: CUSTOMER GLOBAL VERSUS ACHIEVE CHANGE EXPERIENCES LOCAL IN SPACE DAY 1 DAY 1 DAY 2 INSIGHT INSIGHT BEST CASE 14.10–14.55 15.05–15.50 15.00–15.30

Immersive technologies and sensory branding Delivering social media campaigns from a central- Identifying skills gaps within your team not only create rich and engaging experiences that make ised location to points around the world requires improves the functions’ performance – it can ef- your brand stand out from the crowd. In particular, brand consistency, social listening at scale, and fect organisational transformation. From resource when brands present themselves in a physical, recognising that different markets have different and people management to boardroom skills or room-filling space, they become tangible, creating needs. But who has priority, who controls the mes- tech expertise, missing competencies in your sensual, emotional experiences that touch people sage, how to match resources, and how to create team members – whether they are new talents or and profile brands on a whole new level. In this strategy with global and local assets? In this ses- experienced leaders – can be addressed in a way session, explore how to transform messages into sion, we’ll take you through the essentials of creat- that brings measureable value; drawing on the truly immersive experiences. ing and executing a global social media campaign. latest CIPR research, Jenni Field will explain how. Thomas Hundt, Managing Partner, Thiane Loureiro, Global Social Media Director, Jenni Field, jangled nerves Hercules Transforming Communication President, Chartered Institute of Public Relations

8 #COMMSSUMMIT TRACK 2 INTEGRATION AND ALIGNMENT TRANSFORM ORGANISATIONS­ DAY 1 Look around: the organisation where you work BEST CASE has transformed over just the past few years. 12.30–13.00 This means that communicators and their leadership teams must work to a new set of rules, one that unlocks the power of strategic communication in building the organisation of Great operational performance and strategic wins relies on consistent the future. Intersectional reputation risks, integration of company messages across brand marketing, internal brand challenges and more demanding comms, customer, market landscape, PR and stakeholder relations; it also audiences create a constantly shifting requires open and transparent communications, including a management ecosystem – and a chance for that is upfront about its challenges. Zipporah Maubane talks to Stephen communicators to be more Welch about influencing and executing strategy. relevant than ever. Zipporah Maubane, Group Executive Stephen Welch, Chairman, IABC Marketing & Investor Relations, Altron EMENA

COACHING THE SCRUM: LEARNING FROM START-UPS THE AGILE JOURNEY

DAY 1 IN CON­ DAY 1 VERSATION BEST CASE 17.00–17.30 15.05–15.50

Berlin’s start-up scene is second to none in Europe. But what can cor- Are agile practices a case of hype – or hope? Kirstin Simons and Ernst porate communicators learn from their counterparts in smaller start-ups Weijers present a field report on the steep learning curve involved in about building up an organisational culture from scratch, establishing a adapting agile practices for integrated corporate communication and hands-on and lean newsroom, working in close cooperation with company public affairs. From breaking down silos to delivering more impactful founders, establishing the strategic role of communications, and mining campaigns, from project vision to Sprint meetings, Kirstin and Ernst and deriving value from analytics? In this session, communicators from break down the agile journey, step by step. two of Europe’s start-up success stories give front seat insights into har- nessing the energy of start-ups. Kirstin Simons, Director Ernst Weijers, Senior Consultant, of Corporate Affairs, Essent Innovation Booster Veronica Fresneau, Head of Marketing Simon Ueberheide, & Communications, Vive Director of Communications, RCKT

MORE SESSIONS, NEW SPEAKERS AND UPDATES >>>>>>>> WWW.COMMUNICATION-SUMMIT.EU STEPPING OUT OF YOUR COMFORT ­SOCIETAL TRANSFOR- COMMUNICATING ZONE AND ENSURING MATION THROUGH PUBLIC INSTITUTIONS CHANGE STAKEHOLDER ­COMMS IN A DIGITAL AGE

DAY 2 DAY 2 DAY 1 BEST CASE IMPULSE BEST CASE 11.40–12.10 11.00–11.30 11.50–12.20

Volvo Buses is a leader in electro mobility transfor- The moto “Data is the new currency” not only The real power of strategic communications mation, impacting CO2 emissions, noise pollution applies to commerce: for public institutions, it lies in triggering behavioural change in individ- and accident reduction, to name a few; behind its imbues every transaction and raises dilemmas uals, teams and organisations: working with drive for infrastructural transformation is a no-less about partnerships, reach, impact and the use of C-Suite, HR and teams across the organisation ambitious communications and public affairs strat- knowledge and analytics. This session will explore and empowering people to become role mod- egy centred around a multi-layered approach to the implications of changing technology, audience els. However, this all depends on the commu- stakeholders. In this session, learn how to create and public discourse, and reflect on the balance nications leader stepping up and owning the impactful stakeholder and innovation messaging. to be struck by public institutions, both in the power and responsibility of his or her role. financial and political realm. Stefan Nerpin, Senior Vice President Marketing, Communications Matteo Maggiore, Director of Communication, Byung-Hun Park, Vice President Corporate and Public Affairs, Volvo Buses European Investment Bank Communications, Viessmann

#COMMSSUMMIT 9 TRACK 3 THE HUMANITY OF LEADERSHIP TRANSFORM LEADERSHIP DAY 1 IN CON­ Today’s leaders, whether in politics or business, VERSATION are expected to perform an increasingly societal 15.05–15.50 role. How can the communicator support them in this? Also, with ever-increasing number of companies inviting comms professionals onto Corporate leaders are expected to be strategic, decisive, engaging the executive board, defining the relationship and empowering. But what about the value of humanity in leadership? between communications, leadership and Rupert Younger will talk with Thomas Middelhoff about his background in corporate strategy is more urgent than ever. leading major organisations and the personal transformation that he has In this track, today’s comms executives undertaken following his removal from office and his time in prison. It will meet the next generation of leaders be a rare opportunity to hear about corporate hubris, learning from failure, as we deep dive into career and and the power of forgiveness. strategy. Rupert Younger, Director, Oxford Dr. Thomas Middelhoff, former CEO, University Centre for Corporate Bertelsmann Reputation

A DIFFERENT ROUTE MORE SESSIONS, NEW SPEAKERS AND UPDATES >>>>>>>> WWW.COMMUNICATION-SUMMIT.EU TO THE TOP? STRATEGY OR

DAY 1 OPERATIONS? IN CON­ THE LEADERSHIP VERSATION DAY 2 14.10–14.55 CONUNDRUM INSIGHT 11.00–11.30

After you have reached Chief Communications Officer/ Corporate Affairs Director level, what next? The not-for-profit and public sector can provide Communications leaders are confronted with a new playing field, one that rich opportunities for those who are willing to take a more altruistic calls for new skills, agility and innovation, alongside the expectation to be approach to their career. Jennie Younger will share how she found a a strategic advisor to the C-suite. Showing leadership and getting the role that would build on her career in corporate affairs, and explain balance right offers a unique opportunity to strengthen the backbone why corporate affairs and communications professionals must be more of the function and significantly increase business value-add. Getting it proactive in their pursuit of wider leadership roles. wrong, however, could mean lost opportunities – and relevance.

Hannah Peech, Jennie Younger, Executive Director Development, Mette Refshauge, Vice President Head of Corporate, Partner, Odgers Berndtson King’s College London and King’s Health Partners Communications, Maersk

LEADING WITH GLOBAL THOUGHT A MORE MINDFULNESS LEADERSHIP INCLUSIVE IN TIMES OF LEADERSHIP TRANSFORMATION

DAY 1 DAY 1 DAY 2 INSIGHT BEST CASE INSIGHT 11.50–12.20 12.30–13.00 15.00–15.30

In an era of constant digital disruption, How do you position CEOs and board members Inclusion and diversity are strategic advantages neuroscience-based practices that unlock as thought leaders in a massive transformation for any organization. While prioritizing inclusive and develop the human potential of business environment? Anna Beranek is part of the global communication can be a powerful tool to reach professionals are crucial. In this session, communications thought leadership team respon- your audience and engage employees in an explore mindfulness, emotional intelligence and sible for positioning managing board members authentic way, it is above all an organisation’s resilience as a means of improving leadership, and top executives in an authentic way; she will leadership that is expected to set the agenda team development and performance. The goal explain how radical collaboration and trusting in diversity strategy and programs. But how do is a working-culture where high performance is relationships enable Siemens’ top executives to leaders develop the skills and confidence neces- based on compassionate leadership, authenticity, communicate in fast-paced and political environ- sary in order to act authentically and with con- appreciation, honesty, openness and respect. ments in real time. viction as role models on diversity and inclusion? Karina Furga-Dąbrowska, Partner, Europe Chief Anna Beranek, Senior Manager Executive Sarah Cordivano, Diversity and Inclusion Officer, Mindfulness Officer, Dentons Positioning, Siemens Zalando

10 #COMMSSUMMIT FROM CIRCULAR ECONOMY TO POLITICAL COMMUNICATIONS IN CLIMATE CHANGE: A POLARISED WORLD GETTING SUSTAINABILITY COMMUNICATIONS RIGHT DAY 2 DAY 1 PANEL PANEL 11.00–12.10 11.50–13.00

A word has always had the power to change the world, but the intensity More is expected of companies today than ever before as partners of of communications in a fragile political world reaches news peaks almost government in addressing the climate emergency. Companies’ pledges, every day. Forces of division grow stronger as the liberal democracy is practices and public positioning are under the spotlight and strategies are struggling to find a coherent messaging across the globe. Together with fragmented. What happens when there is a disconnect between pledge distinguished experts and practitioners from different world regions – and practice? How do you ensure employees walk the corporate talk? Europe, North- and Latin America – we will explore the challenges for political communicators and discuss what works and what does not. Jo Sullivan, Chief Daniel Mittler, Global Brian Carroll, Executive Officer, Campaign Leader/Political Global Head of Media Sandra Busch-Janser, Head of Daniel Supervielle, Professor Kristen Soltis Conscience Consulting Director, Greenpeace Relations, Solvay Political Communication, Konrad of Communication, Anderson, Author Adenauer Foundation University of Montevideo and Pollster MORE SESSIONS, NEW SPEAKERS AND UPDATES >>>>>>>> WWW.COMMUNICATION-SUMMIT.EU WHERE EMPLOYEE ENGAGEMENT MEETS SUSTAINABILITY TRACK 4 DAY 2 BEST CASE TRANSFORM 13.20–13.50 THE WORLD 2020 is a key year for the Sustainable Development Making a change in the world starts with infusing Goals: most major companies have set ambitious the organisation’s people with a new attitude sustainability targets for the year. Raising towards green issues. Jo Osborn shows what awareness is important to change behaviours happens when you connect the dots between and attitudes: a key responsibility of comms market-facing sustainability positioning and your professionals. With climate change the employee value proposition, and then tell that biggest challenge of our times, how story in a way that matters to all stakeholders. do communicators realise purpose, transform it into effect, and help Jo Osborn, Vice President Internal Communications shape the world we want to and Corporate Brand, RB A TRANSFORMED live in? ROLE ON THE WORLD FINDING POSITIVE STAGE FRAMES FOR SDGS, STRATEGY SUSTAINABLE COMMS DAY 1 AND BRAND IN CON­ VERSATION 17.00–17.30 DAY 2 DAY 1 BEST CASE BEST CASE 15.00–15.30 15.05–15.50 A world-leading organisation is challenged when multilateralism is called into question, relationships between the US, China and Europe come under strain, and public concerns How can constructive journalism push the about globalisation and tech find expression Since 2015, the business strategy of Novozymes sustainability agenda forward, and what in populism. How does NATO meet these has been aligned with develo­ping innovations messaging galvanises change? As CEO of challenges head on through communication – that will impact the UN Sustainable Develop- an independent organisation that reports not least when world leaders such as Macron ment Goals, an engagement that stretches on progress and solutions to challenges in and Trump play political football with the back to the 2012 Earth Summit in Rio, where global development, Thomas Ravn-Pedersen organisation? And how does it keep a unified Novozymes played a key role in formulating the will discuss the power of constructive news front while also moving beyond geopolitical SDGs. Jeppe Glahn will give insights into align- in developing sustainability narratives that tensions to ensure its continued relevance in ing strategy with the SDGs, in­novation pipelines galvanise us to fight for change. 2020 and beyond? and the brand value of sustainability. Jeppe Glahn, Vice President Global Thomas Ravn-Pedersen, CEO and Editor in Chief, Carmen Romero, Deputy Assistant Secretary Communications & Brand, World’s Best News General for Public Diplomacy, NATO Novozymes

#GCS2020#COMMSSUMMIT 11 DON’T CHINA MISS OUR CHINA WILL THIS BE SESSIONS THE CHINESE CENTURY

Home to 1.4 billion people – more than 800 million of whom FOR GLOBAL are active internet users – and a rapidly growing middle class, China has become an important market for many western companies, if not their largest single market in the COMMUNICATORS? world. Which is why it is our regional focus for the Global Communication Summit 2020. Alongside a keynote and main stage panel, the programme features focus sessions on China and communications. From tech innovation to crisis and reputation, public affairs to 5G, experts from China and from western brands deeply involved in China will share what you need to know about this rapidly growing superpower.

BEST CASE BEST INSIGHT CASE Dr. Constantin Birnstiel, Peko Wan, Senior Vice President PANEL Cynthia Chan, Chief Ecosystem Officer, Head of Corporate and Head of Group Dr Yu Jie, Pundi X Labs Communications Greater Communications, Merck Senior Research Fellow on China, Covestro Group China, Chatham House

KEY NOTE

PANEL PANEL INSIGHT Joy Tan, Noah Barkin, Senior Vice President of Jia Song, Visiting Academic Fellow, Kerstin Lohse-Friedrich, Public Affairs, Huawei Principal, Mercator Institute for China Director of Communications, Technologies USA West meets East Studies Mercator Institute for China Studies

TRADE POLITICS DIPLOMACY

5G PUBLIC AFFAIRS CRISIS

FINTECH BRANDING INNOVATION

12 #COMMSSUMMIT JOIN OUR OFFSITE TOURS TO CO-WORKING SPACES, INNOVATION CAPACITY FOR HUBS, NEWSROOMS, THE TOURS ARE START-UPS AND LIMITED TO 25 PAX. BE SURE TO REGISTER MANY MORE ONLINE TO SECURE YOUR SPOT! REGISTRATION FASCINATING AND FOR THE TOURS WILL BE AVAILABLE FROM 01.05.20 CREATIVE SPACES AT IN BERLIN! WWW. COMMUNICATION- SUMMIT.EU

TV TOWER Above the rooftops of Berlin, high up in the iconic Television Tower: enjoy some Kaffee und Kuchen with our experts and discuss your questions in small groups. Gain face- to-face inspiration, creative ideas and insights from other companies in this unique experience. LUFTHANSA FUTURIUM INNOVATION HUB Futurium is a House of Futures: an The Hub is a leading digitalisation unit of exhibition space, Forum and Lab the Lufthansa Group and the interface of dedicated to the question, how the world’s largest airline group with the do we want to live? This tour will Travel & Mobility Tech ecosystem. Its mission explore the work of the Futurium is to develop new digital business beyond and pose further questions about flying, e.g. through start-up partnerships, tomorrow’s world. investments or digital products and services.

ZALANDO Zalando is Europe’s leading online platform for fashion, connecting customers, brands, and partners. In October 2019, the e-commerce giant launched its Sustainability Strategy 2023. Learn more about the next chapter in Zalando’s sustainability story with this visit to the company’s Berlin campus.

NORDIC EMBASSIES MICROSOFT NEWSROOM The Nordic Embassies are housed in an Award-winning building Microsoft Newsroom provides 55 million Europeans with news content where Denmark, Finland, Iceland, Norway and Sweden host via platforms such as Edge, Bing, MSN and Windows. Learn how events, seminars and exhibitions. On this tour, you’ll visit the editorial curation works for 13 countries in 11 languages, and about venue, meet their head of press and communication and get collaboration techn and performance measurement tools used by the insights into communications and country branding. Newsroom’s 120 editors.

More sessions, new speakers and updates at www.communication-summit.eu #COMMSSUMMIT 13 PROGRAMME DAY ONE 28 MAY 2020

08.00 –09.30 Registration

09.30–09.45 Welcome Remarks

09.45–10.30 KEYNOTE Finding the sweet spot between activism and business K. Corley Kenna, Patagonia

10.30–11.20 PANEL Global perspectives on the Chief Communications Officer Christof Ehrhart, Robert Bosch; Brian Lott, Mubadala; Olga Podoinitsyna

TRANSFORM TRANSFORM TRANSFORM TRANSFORM 1 WORK 2 ORGANISATIONS 3 LEADERSHIP 4 THE WORLD +

11.50–12.30 INSIGHT BEST CASE INSIGHT PANEL GLOBAL TRENDS HOW TO INSPIRE, HOW TO STRATEGIC CRAFTSMAN - BE FROM CIRCULAR ECONOMY TRANSFORMING CHANGE: STEPPING OUT OF THE COMMUNICATOR YOUR TO CLIMATE CHANGE: COMMUNICATION YOUR COMFORT ZONE AND BUSINESS NEEDS GETTING SUSTAINABILITY STRATEGIES ENSURING SUSTAINABLE COMMUNICATIONS RIGHT CHANGE Matthew Painter & Thomas Fife-Schaw, Mette Refshauge, A.P Moller- Ipsos Corporate Reputation Byung-Hun Park, Viessmann Maersk

12.30–13.00 TBC. IABC PRESENTS BEST CASE INTEGRATION AND GLOBAL THOUGHT ALIGNMENT LEADERSHIP IN CHANGING BUSINESSES, CHANGING INDUSTRIES Jo Sullivan, Conscience Consulting Zipporah Maubane, Altron; Daniel Mittler, Greenpeace Stephen Welch, IABC EMENA Anna Beranek, Siemens Brian Carroll, Solvay

13.00–14.10 Lunch

14.10–14.55 INSIGHT BEST CASE IN CONVERSATION TBC. THE FOURTH DIMENSION: LEARNING TO LAUGH: USING A DIFFERENT ROUTE TO THE CUSTOMER EXPERIENCES IN HUMOUR TO CUT THROUGH TOP SPACE AND ENGAGE WITH STAFF Hannah Peech, Odgers Berndtson Jennie Younger, King‘s College Thomas Hundt, Jangled London and King‘s Health Nerves Monique Zytnik Partners

15.05–15.50 DCA PRESENTS BEST CASE IN CONVERSATION BEST CASE SOCIAL MEDIA: GLOBAL COACHING THE SCRUM: THE THE HUMANITY OF SDGS, STRATEGY AND VERSUS LOCAL AGILE JOURNEY LEADERSHIP BRAND Kirstin Simons, Essent Rupert Younger, Saïd Business Ernst Weijers, Innovation School Thiane Loureiro, Hercules TP Booster Thomas Middelhoff Jeppe Glahn, Novozymes

15.50–16.20 Break WORKSHOP SESSIONS WORKSHOP

16.20–16.50 BEST CASE CHINA FOCUS INSIGHT TBC. DEFINING AND DEVELOPING NAVIGATING CHINA’S LEADING WITH CORPORATE INFLUENCERS PUBLIC AFFAIRS MINDFULNESS LANDSCAPE

Constantin Birnstiel Karina Furga-Dąbrowska, Hendrik de Wit, Refresco Merck Dentons

17.00–17.30 CHINA FOCUS IN CONVERSATION TBC. IN CONVERSATION CHINA’S PUBLIC DIPLOMACY LEARNING FROM START-UPS A TRANSFORMED ROLE ON AND REPUTATIONAL RISK THE WORLD STAGE Kerstin Lohse-Friedrich, Mercator Institute for China Veronica Fresneau, Vive Studies Simon Ueberheide, RCKT Carmen Romero, NATO

17.40–18.20 FIRESIDE CHAT Trends and transformation Marian Salzman, PMI

18.30–Late Dinner & GCS Party PROGRAMME DAY TWO 29 MAY 2020

08.00 –08.50 Registration

08.50–09.00 Welcome Remarks

09.00–09.45 KEYNOTE Navigating a complex media landscape in the face of adversity Joy Tan, Huawei

09.45–10.30 PANEL China and the West, 2020 and beyond Dr. Yu Jie, Chatham House; Noah Barkin, MERICS; Jia Song, West Meets East

TRANSFORM TRANSFORM TRANSFORM TRANSFORM 1 WORK 2 ORGANISATIONS 3 LEADERSHIP 4 THE WORLD +

11.00–11.30 IN CONVERSATION IMPULSE TBC. PANEL STORYTELLING: A PUBLIC INSTITUTIONS POLITICAL JOURNALIST INSIDE THE COMMUNICATION IN THE COMMUNICATIONS IN A COMPANY DIGITAL AGE POLARISED WORLD Matteo Maggiore, Tomas Kellner, GE European Investment Bank

11.40–12.10 IN CONVERSATION BEST CASE EEA PRESENTS REPUTATION, BEHAVIOUR HOW TO DRIVE SOCIETAL CYBER SECURITY: MORE AND CRISIS TRANSFORMATION OPPORTUNITY THAN THROUGH MULTI- THREAT? LAYERED STAKEHOLDER Sandra Busch-Janser, COMMUNICATION Konrad Adenuaer Foundation Daniel Supervielle, Carlo-Parrado-Curros, Shell University of Montevideo Sandra Macleod, Echo Kristen Soltis Anderson, Research Stefan Nerpin, Volvo Buses Rainer Bock, Kaspersky Lab Co-Founder , Echelon Insights

12.10–13.20 Lunch

13.20–13.50 CHINA FOCUS PANEL FORUM BEST CASE FAITHFULNESS, CHANGING THE POSITIONING LEADERSHIP, WHERE EMPLOYEE EXPRESSIVENESS AND SHAPE OF INTERNAL DEMONSTRATING VALUE: ENGAGEMENT AND ELEGANCE: TRANSLATING COMMUNICATIONS THE COMMUNICATOR AS SUSTAINABILITY MEET WESTERN BRANDS INTO TRUSTED ADVISOR CHINESE

Cynthia Chan, Covestro Jo Osborne, RB

14.00–14.30 INSIGHT CHINA FOCUS M&A COMMUNICATIONS: HARNESSING THE NEXT THE ULTIMATE CHALLENGE? WAVE Mike Klein, Changing the Terms Rachel Fraser, Manchester United Anders Monrad Rendtorff, Markus Leutert, VL-The Danish Management AKKA Technologies Society Caroline Thomas-Kroger, Gitte Gravengaard, University SESSIONS WORKSHOP Corinne Holtshausen, Cargill Omnio of Copenhagen Louis de Schorlemer, Janet Hitchen, Manuel Vigilus, COWI Corproate Diplomat Internal Comms Consultant Zipporah Maubane, Altron Peko Wan, Pundi X

14.30–15.00 Break

15.00–15.30 CIPR PRESENTS TBC. INSIGHT INSIGHT PLUG THE SKILLS GAP, LEADING DIVERSITY CONSTRUCTIVE NEWS ACHIEVE CHANGE AND SUSTAINABLE COMMUNICATIONS

Jenni Field, Chartered Institute Thomas Ravn-Pedersen, of Public Realtions Sarah Cordivano, Zalando World‘s Best News

15.40–16.20 KEYNOTE Black holes and revelations: seeing the impossible Radboud University

16.20–16.30 Closing Remarks INFORMATION

Tickets

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Contact

Robert Zander David Phillips Helge Schlüter Florentina Haenssler Participants Manager Executive Producer Partnership Lead Conference Manager [email protected] [email protected] [email protected] [email protected]

Host Location

Quadriga is your partner for professional development and future expertise. Since its founding in 2006, RADIALSYSTEM has established itself as an Quadirga creates congresses and conferences, seminars and e-learning open space for a dialogue of the arts far beyond the borders of Berlin. courses and the Quadriga University of Applied Sciences Berlin, a private It is located on the bank of the Spree River, just across the street from university for management studies in the fields of PR and communication, Ostbahnhof the train station and easily reached by S-Bahn, bus and by local politics and public affairs, human resources, sales and marketing. and express trains. Parking is available at Ostbahnhof train station.

Co-Hosts

Schweizerischer Public Relations Verband SPRV Association Suisse de RelationsPubliques ASRP AssociazioneSvizzeradiRelazioni Pubbliche ASRP

Partners

Quadriga Media GmbH, Werderscher Markt 13, 10117 Berlin You can object to the processing of your personal data for advertising purposes at any time and without stating any reasons under the given contact data or by e-mail to ­[email protected] within the legal framework and without incurring any costs other than the 4 transmission costs according to the basic tariffs. #COMMSSUMMIT ART & CULTURE HISTORICAL SITES

1 Gemäldegalerie Matthäikirchplatz, 10785 Berlin 1 Reichstag Platz der Republik 1, 11011 Berlin One of the world‘s leading collections of European paintings from the 13th to the 18th centuries A building that has shaped European history, now restored with Norman Foster’s glass dome 2 James Simon Gallery Bodestraße, 10178 Berlin 2 Brandenburger Gate Pariser Platz, 10117 Berlin A brand new visitor centre for the and gateway to centuries of art and archaeology One of ’s best-known landmarks and the site of several major historical events 3 Berlin Philharmonie Herbert-von-Karajan-Straße 1, 10785 Berlin 3 Holocaust Memorial Cora-Berliner-Straße 1, 10117 Berlin A gold, tent-like hall houses one of the greatest orchestras in the world, the Berlin Philharmonic The Memorial to the Murdered Jews of Europe is a sobering place for reflection in the heart of the city 4 C/O Berlin Hardenbergstraße 22–24, 10623 Berlin 4 Sanssouci Palace Laulbeerallee, 14469 Berlin’s home for international photographic exhibitions, from Annie Leibovitz to Martin Parr Frederick the Great’s summer palace situated in a dreamy park of palaces and gardens 5 Hamburger Bahnhof Invalidenstraße 50–51, 10557 Berlin 5 Tempelhof Field Tempelhofer Damm, 12101 Berlin Berlin’s largest collection of post-1960 contemporary art, housed in a 19th railway station Once among the largest buildings on earth, Tempelhof airport and its airfield is now an open park 6 The Feurle Collection Hallesches Ufer 70, 10963 Berlin 6 Niederkirchnerstraße 8, 10963 Berlin Imperial Chinese furniture and Southeast Asian sculpture housed in an underground gallery A chilling outdoor museum built on the site of Gestapo headquarters, close to 7 Boros Collection Reinhardtstraße 20, 10117 Berlin 7 Soviet War Memorial Treptow Puschkinallee, 12435 Berlin Book ahead to tour this private collection of contemporary art housed in a WW2 bunker An epic has-to-be-seen-to-be-believed military tribute hidden in one of Berlin’s largest parks 8 Jewish Museum Lindenstraße 9–14, 10969 Berlin 8 Glienicke Bridge Königstraße, 14109 Berlin Europe’s largest Jewish museum housed in Daniel Libeskind‘s striking building The legendary icon, the Bridge of Spies, overlooks Potsdam and the river 9 Bodestraße 1–3, 10178 Berlin 9 Memorial Bernauer Str. 111, 13355 Berlin The Museum Island‘s spectacular collection of Egyptian artwork and prehistoric archaeology A short but haunting remnant of the Death strip lies opposite the essential museum about the Wall 10 Mühlenstraße 3–10, 10243 Berlin 10 Charlottenburg Palace Spandauer Damm 10–22, 14059 Berlin An open-air gallery of murals painted directly on a 1,316m-long remnant of the Berlin Wall 17th century palace with baroque and rococo interiors and a delightful formal garden

BERLIN HIGHLIGHTS

FOOD NIGHTLIFE

1 Lutter & Wegner Charlottenstraße 56, 10117 Berlin 1 RAW-Gelände Revaler Straße 99, 10245 Berlin Wood-panelled classic restaurant in with Austro-German cuisine and sidewalk seating Bars, clubs, culture and rock-climbing can be found at this former industrial ground 2 Hasir Restaurant Adalbertstraße 10, 10999 Berlin 2 Fahimi Bar Skalitzer Straße 133, 10999 Berlin Turkish is the unofficial second cuisine of Berlin, prepared to perfection at this Kreuzberg mainstay Hidden gem of a cocktail bar overlooking elevated train tracks in Kreuzberg’s gritty Kottbusser Tor 3 KaDeWe Tauentzienstraße 21–24, 10789 Berlin 3 Wintergarten Cabaret Theater Potsdamer Straße 96, 10785 Berlin The iconic department store houses several eateries, including an Oyster Bar and patisserie Life is a cabaret, old chum, at the grande dame of Berlin variety theatres 4 Cocolo Ramen Gipsstraße 3, 10119 Berlin 4 Monkey Bar Budapester Straße 40, 10787 Berlin The finest ramen in Berlin is found in this small space in Mitte – arrive early or expect queues Rooftop terrace bar offers panoramic views of the city and the neighbouring Berlin Zoo 5 Good Friends Kantstraße 30, 10623 Berlin 5 Tausend Schiffbauerdamm 11, 10117 Berlin Kantstraße has a multitude of Chinese and Asian restaurants; the best is probably Good Friends Subtly lit bar under the arches at Friederichstraße station with live music plus Ibero-American cuisine 6 Richard Köpenicker Straße 174, 10997 Berlin 6 Bar Zentral Lotte-Lenya-Bogen 551, 10623 Berlin A venue where Nazis partied in the ’30s and leftists debated in the ’70s is now a shrine to fine dining Ring the bell and gain admittance to this chilled cocktail bar on the edge of Charlottenberg 7 Burgermeister Schlesisches Tor Oberbaumstraße 8, 10997 Berlin 7 Heile Welt Motzstraße 5, 10777 Berlin Housed in a former pissoir under the train tracks, these burgers smell heavenly and taste even better Cocktails and assignations at this friendly lounge bar in the heart of Berlin’s gaybourhood 8 Maria Bonita Danziger Straße 33, 10435 Berlin 8 Tipi am Kanzleramt Große Querallee, 10557 Berlin A favourite Mexican restaurant in Berlin’s foodie-heaven Prenzlauer Berg district Variety theatre within a circus tent with pre-show dining and bar, all in Berlin’s Tiergarten Park 9 Rosa Caleta Muskauer Straße 9, 10997 Berlin 9 Klunkerkranich Karl-Marx-Straße 66, 12043 Quirky Jamaican restaurant; the Fiery Guava Jerk Chicken is not to be missed Climb up a multi-storey car park to reach this rooftop bar in Berlin’s buzzing Neukölln district 10 Il Ritrovo Gabriel-Max-Straße 2, 10245 Berlin 10 Noa Lounge Boxhagener Straße 108, 10245 Berlin Anarchic Italian restaurant in Friedrichshain with huge pizzas and a celebratory atmosphere One of Berlin’s countless Shisha bars, Noa Lounge is next to Friederichshain’s Boxhagener Platz 2 DAYS IN BERLIN

70+ 60+ INFLUENTIAL INDEPTH SPEAKERS SESSIONS

5+ INNOVATION EXPEDITIONS

400+ COMMUNICATION PROFESSIONALS

SPEAKERS INCLUDE SHELL GE PATAGONIA HUAWEI NATO ROBERT BOSCH UK GOVERNMENT MERCK MANCHESTER UNITED EUROPEAN INVESTMENT BANK MAERSK MUBADALA GREENPEACE SOLVAY SIEMENS RB ESSENT RCKT DENTONS CARGILL ALTRON COVESTRO MERICS ZALANDO MICROSOFT LUFTHANSA VOLVO KASPERSKY LAB COVESTRO PUNDI X AKA TECHNOLOGIES OMIO COWI CHATHAM HOUSE AND MANY MORE

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