education

2011 PRIME Research and IABC Global Strategic Communication and Measurement Conference

Program

Schedule at a glance

Scroll below the table for speaker bios and session descriptions.

#iabcPRIME

Wednesday, 2 November

Lubin House, Syracuse University
11 East 61st Street
New York, NY 10065
212-826-0320

Thursday, 3 November

The Yale Club of New York City
50 Vanderbilt Avenue
New York, N Y 10018
212-716-2100

Friday, 4 November

The Yale Club of New York City

Session Descriptions & speaker bios

Wednesday, 2 November
2-4:30 p.m. Pre-conference workshop
4:30-6 pm Wine & Cheese Reception open to all conference attendees

Lubin House, Syracuse University

An Introduction to Public Relations Research, Measurement and Evaluation: Proving value and improving performance

Proving the value of public relations continues to be among PR’s greatest challenges.  At the same time, PR professionals must confront the challenge of delivering positive business outcomes while doing more for less and with less.  In this half-day session, participants will learn the basics of research but, more importantly, how to go “beyond the numbers” to refocus attention from “why measure” to “how to apply research, measurement and evaluation” for the purposes of enabling better business decision-making; generating a positive return-on-PR-investment; and improving performance over time, versus competitors and in light of best-practice. 

This interactive seminar shares examples from companies and brands whose names you would recognize and provides hands-on exercises to enable attendees to simply and affordably create, initiate and execute their own meaningful, informative and effective research-based public relations and communication programs.  More specifically, participants to learn:

• The difference between “proving PR value” and “generating a positive return on PR investment” (and why so many communicators get it wrong
• How to uncover your organization’s hidden PR value system to gain alignment, permission and authority
• Ways by which research, measurement and evaluation inform better decision-making for:
  • Understanding one’s business landscape
  • Setter objectives which are meaningful, reasonable and measureable
  • Developing strategies aligned to the business and its mission
  • Creating tactics which optimize success and avoid risk
  • Evaluating performance to prove value and demonstrate ROI
  • Refining programs for continual improvement

Presenter / Mark Weiner / CEO, PRIME Research / Americas

Mark Weiner is the CEO of PRIME Research, Americas, one of the world’s largest public relations and corporate communications research and consulting providers, employing more than 500 analysts and consultants in North and South America, Western Europe,  Eastern Europe and Asia.  Since 1993, Mark has devoted his career to helping many of the world’s most respected organizations and brands to demonstrate and generate a positive return on their investment in corporate and brand communications.  He is the author of “Unleashing the Power of PR: A Contrarian’s Guide to Marketing and Communication” which was published by John Wiley & Sons and has contributed chapters to three other texts.

Weiner is a visiting professor for The Executive Education Programs, S.I. Newhouse School of Public Communications at Syracuse University and has guest-lectured at many of the nation’s leading public relations programs, including The Newhouse School at Syracuse University, Columbia University, Grady College at the University of Georgia, Kent State University and The University of Texas at Austin.  What is more, his book is used in the current curricula at UNC-Chapel Hill, The University of Maryland, George Washington University, Universite de Lausanne Ecole des Hautes Etudes Commerciales, Johns Hopkins, Brigham Young and New York University.

Prior to PRIME, Mark Weiner was the Global Director and Senior Vice President of Ketchum Research where he led an international team of analysts. Prior to joining Ketchum, Weiner was the CEO and president of Delahaye, one of the world’s most recognizable providers of corporate communications and public relations research and consulting. Weiner founded Medialink Public Relations Research in 1994, which then became Delahaye Medialink in 1999 after the acquisition of The Delahaye Group. 

Weiner is a regular contributor to IABC’s Communication World, PRSA’s Tactics and The Strategist, PR Week, and the Daily ‘Dog.  He sits on the editorial advisory boards of The Strategist and PR News, and has written more than 100 published articles and papers.  He is a frequent speaker on the topics of public relations return-on-investment, corporate reputation and integrated marketing communication at international, national and local conferences such as those sponsored by The Conference Board, ABERJE, the Association of National Advertisers, The American Marketing Association, the Institute for Public Relations, The Arthur Page Society, IABC, PRSA, and InfoCom. 

Thursday, 3 November

The Yale Club of New York City

8:45–9:45 a.m.
Session A: Keynote Presentation

Reputation Through Research: How Research and Measurement Drive Storytelling and Multi-stakeholder Engagement

PepsiCo, which owns the world's largest portfolio of billion-dollar food and beverage brands, embarked on a journey to shape its corporate reputation strategy among key stakeholders, including investors, media, consumers, customers and associates. PepsiCo’s goal? Telling the company’s story and showing the breadth of the organization’s overarching health & wellness, environmental and performance platform, known as Performance with Purpose.

Thorough research and measurement was and still is at the heart of PepsiCo’s ongoing stakeholder analysis. To create its analysis, PepsiCo went through several stages of research and measurement, including identifying critical stakeholders; finding out what information mattered most to these groups; developing a benchmark; and finally constructing its strategy.

Attendees at this session will learn:

• The successes and challenges PepsiCo faced as it developed its corporate reputation strategy
• PepsiCo’s critical takeaways in establishing its strategy and how these are incorporated into its ongoing analysis
• How PepsiCo is telling its story and engaging key stakeholders along the way

Presenter / Julie Hamp / Senior Vice President, Consumer Relations & Chief Communications Officer, PepsiCo

PepsiCo has the world's largest portfolio of billion-dollar food and beverage brands, including 19 different product lines that each generates more than $1 billion in annual retail sales. Julie has global responsibility for PepsiCo's external and internal communications, including corporate communications, media relations, marketing communications, digital media and consumer relations.  

Since joining PepsiCo in 2007, Julie has launched a global digital strategy, leveraging social media to strengthen consumer connections with PepsiCo’s brands and partnering with early-stage digital start-ups to incubate new ideas.

Julie’s prior experience includes 25 years at General Motors. Leadership roles included Vice President, Communications for GM’s European region; Vice President, Communications, Saturn; General Director, Communications for Latin America, Africa and the Middle East; and General Director for GM’s brands in North America.

10-11 a.m.
Session B 1: New Kid on the Block: 20 Years of Global Communications Engagement

Session description to come.

Presenter/ Jorge Luis Perez / International Media Relations Advisor, CEMEX

Previously, Mr. Perez was a news and business reporter at Cia. Editora Regiomontana, a regional financial paper in Monterrey, Mexico. Then he continued his career at El Diario de Monterrey, the second largest general information newspaper in Northern Mexico. During the seven years he spent at El Diario de Monterrey, Mr. Perez advanced to the position of Editorial Deputy Director, overseeing the financial, sports, crime, international, national and local news sections of the paper. During this period, Mr. Perez covered key economic and political events in Mexico, including the ratification of the North American Free Trade Agreement.     

Mr. Perez began his career with CEMEX in 1996. Over the last 15 years, he has been primarily responsible for establishing, managing and developing the Company’s global network of media contacts, and in this capacity acts as a company spokesman, disseminating corporate messages to financial audiences around the world. He is also responsible for the company’s news monitoring. Additionally, Mr. Perez has been responsible for supervising CEMEX’s international advertising campaign as well as all of the Company’s financial news and marketing materials, including corporate press releases, annual reports and informational pamphlets. He also helped establish the New Latin American Journalism Prize, that was awarded annually by CEMEX and the New Foundation of Latin American Journalism, which is presided over by the Gabriel Garcia Marquez Nobel Prize for Literature. 

Mr. Perez studied Economics, speaks Spanish and English, is married and lives in Monterrey, Mexico.

10-11 a.m.
Session B 2: P.R. at the Top: Advising, Leading, and Ethics

This seminar is an interactive session focused on how public relations professionals can advance their careers by advising the CEO. We directly address how CCOs report gaining access to the CEO and how you can apply those strategies for success. Dr. Bowen discusses an overview of IABC grant research* that reveals how many public relations executives have access to their CEOS and why public relations is ideally situated to advise at the top. Then, we review concrete frameworks of ethics that can help you to advise in a crisis or to provide thought leadership in the organization related to its mission, vision, and values. You will leave this session with specific ideas and strategies, based on current research, for how to advance your own career, advise your CEO, and how to make your organization more ethically responsible.

Presenter / Shannon Bowen, Ph.D. / Associate Professor, S.I. Newhouse School of Public Communitions, Public Relations Department, Syracuse University

Dr. Bowen is primarily a Kantian scholar, applying deontological (duty-based) moral philosophy to the communication process in various contexts of media, public, and corporate communication. Her work won the 2000-2002 ICA Public Relations Division Outstanding Dissertation Award. She is the author of numerous journal articles, book chapters, and textbook chapters in Effective Public Relations and other books. She was editorial advisor to the Sage Encyclopedia of Public Relations, and was the principal investigator on a grant sponsored by the International Association of Business Communicators (IABC) Research Foundation to study communication ethics, resulting in the 2006 publication “The Business of Truth: A Guide to Ethical Communication.”

11:15 a.m.-12:15 p.m
Session C 1: Reinventing the Role of the Communication Function from Tactical Implementer to Value-Adding Change Leader

Every organization is besieged by conflicting demands from multiple stakeholders—shareholders, customers, employees, regulators and others. The ability to meet these demands is critical. Organizations that manage this change well will win and those that don’t won’t.

An increasing number of communication professionals are leading successful change initiatives. To do so they need to adopt new thinking, processes, skills and knowledge because managing communication to change is very different from managing communication about change.

Communicating about change is a reactive approach. It reports on what is about to happen or what did happen. Managing communication to change is a different animal. It recognizes that communication breakdowns prevent people from doing their best work. In order get the most from your people, you need to remove the communication breakdowns. Breakdowns might include mixed messages, inaccurate information, slow-moving information or non-existent information.

In this lively and provocative workshop, you’ll learn how five communication practitioners shifted their communication functions from traditional cost centers to performance-driving value centers. Specifically, you’ll learn:

• The difference between the traditional communication management role and the new value-adding role
• Measurable results your peers have created around safety, quality, service, cost, productivity and speed
• How to measure your current value to and ways you can add at least three times more
• A change management and performance improvement process that you can begin applying the day after the workshop
• Proven techniques to sell your leaders on making the shift from a tactical implementer to a strategic change manager
• How others have used the above shift to dramatically advance their careers

Presenter / Jim Shaffer / Jim Shaffer Group

Jim Shaffer is an internationally recognized thought leader, consultant, speaker and author of The Leadership Solution.  His focus is on improving business performance and managing large scale organizational change, including helping manage lean six sigma transformations.

Jim Shaffer Group is a ten-year old consultancy devoted to helping companies and their leaders during times of significant change as well as when they need to take already strong performance higher

Jim received the International Association of Business Communicators’ prestigious Fellow award, and was honored by The Planning Forum’s Pittsburgh Chapter for his commitment to strategic management.

Prior to launching the Jim Shaffer Group, he was a principal, vice president and global leader of a Towers Perrin center of excellence. A regular contributor to many business publications and frequently quoted in business journals, Jim has taught in the graduate schools at George Washington University, The University of St. Thomas, and Hamline University. He speaks regularlyat leadership groups and professional associations.

11:15 a.m.-12:15 p.m
Session C 2: Linking Behavior Change and PR: How Earned Media Delivered a Call-to-Action in a Complex Media

Each year, the Centers for Medicare and Medicaid Services (CMS) faces an important challenge during the annual Open Enrollment (OE) period.  In a relatively short amount of time, CMS must encourage Medicare beneficiaries to review their current prescription drug coverage, compare it with other available coverage, and -- if desired – change their prescription drug coverage to better meet their individual needs.  Choices made about coverage during the Open Enrollment period can have a significant impact on the health and financial situation of Medicare beneficiaries.

For the past three OE campaigns (2008-2010), CMS communications about Open Enrollment competed in an environment where beneficiaries were consistently bombarded with conflicting messages from multiple sources (e.g., insurance companies and plans, non-profit educational groups, and various advocacy groups), let alone the politicized claims made about Medicare over this time period.  How could CMS, with limited financial resources, see that its messages were heard and best encourage desired actions that could support improved health care decision-making among beneficiaries? 

This session will illustrate how a relatively modest research program consisting of a pre- and post-campaign survey and PRIME media analyses uncovered the power and effectiveness of the OE earned media campaign over these three years. 

Session attendees will learn the following:

• The key elements necessary to measure the influence of earned media above and beyond media impact (impressions).
• How earned media can be especially effective when multiple messages must be communicated.
• How to link PRIME data with tracking data to paint a broader, more holistic picture of media efficiency and effectiveness.

Presenters /

Adam Burns / Senior Vice President Strategic Planning and Research, Porter Novelli

Adam has an impressive history of quantitative and qualitative research design, analysis, and implementation, including audience segmentation, message and materials development and testing, and program evaluation.

He currently serves as the global director of Porter Novelli’s proprietary Styles program, a suite of surveys whose data inform the overall strategy for communications campaigns and program outreach across the PN Network.  He is a professional focus group moderator and excels in formative research and creative concept/message testing design and implementation among various target audiences.  He currently serves as a Professor of Applied Qualitative Methods in the Master of Communication program at the Johns Hopkins University   

Adam led the research efforts behind national nutrition education campaigns such as the development of MyPyramid.gov (adult and child versions), for the U.S. Department of Agriculture (USDA).  He currently oversees strategic planning research for multiple clients, including the Centers for Medicare and Medicaid Services (CMS), the USDA’s Food and Nutrition Service, Shire Pharmaceuticals, and Disney.

Frank Funderburk / Director, Division of Research, Office of Communications at Centers for Medicare & Medicaid Services

Frank Funderburk joined the Division of Research at the Centers for Medicare and Medicaid Services in August 2007. He is currently responsible for the strategic planning and implementation of consumer research efforts that support and enhance diverse Medicare and CMS communications activities. He is especially interested in developing data-driven communication strategies that can overcome persistent informational, attitudinal, and motivational barriers to better health care.

His research has included evaluation of the effectiveness of a variety of outreach and education campaigns as well as a recent experimental study of direct marketing strategies for improving outreach to vulnerable beneficiaries eligible for but not enrolled in the Low Income Subsidy. He has investigated ways in which healthcare decision making style can influence beneficiary perception of Medicare programs as well as receptivity to specific outreach and communication activities. His work has helped to inform recent initiatives encouraging adoption of Electronic Health Records, quality initiatives such as the HCAHPS public reporting of consumer’s hospital experiences, and the Health Insurance Information Portal and Plan Finder at HealthCare.gov.

Frank has over 20 years of healthcare research and health policy experience ranging from basic scientific studies of brain-behavior relationships to large multi-center clinical trials of new pharmaceutical products and national surveys of consumer behavior. He has contributed over 50 peer-reviewed scientific articles to the literature and has made numerous professional presentations to both national and international audiences.

12:30-1:45 p.m.
Session D: Luncheon Keynote

Issues and Reputation Management/CEO Cockpit

• How to manage your reputation?
• How to identify and prepare issues supporting the reputation strategy?
• And how to deal with all information relevant to board members?

It is all about media data synchronized with your reputation management. With your reputation analyses you can plan, act and control all communications activities including board members’ performance. Most important: the way you collect, display and disseminate all this information. The vision: one tool contain all relevant information and is available to various stakeholder, for example board members, top management or press officers.

Judith Piesbergen / Issues/Reputation Management, Audi AG (Germany)

Judith Piesbergen is working for AUDI AG since 2007. First she did communications management for Audi Brussels. Focusing on strategic communications and communications controlling she was project manager for internationalization of internal communications and internal media. Since 2010 Ms. Piesbergen is responsible for issues management where she currently runs the reputation management team.

2-3 p.m.
Session E 1: Establishing and Extending Meaningful Communications Metrics Programs

Pfizer recently completed its efforts to establish an in-house communications measurement practice aimed at dialing up colleague “listening” efforts. This session aims to share some of the benefits of having an in-house communications research function, lessons learned from the front and recommendations for how to shape your own communications research practice internally.

Learning Objectives:

• How to build understanding of and support for the analytics function.
• How to apply measurement constructively in a corporate communications environment.
• How to integrate measurement into the communications planning and operations function.

Presenter / Alexandra Haddad / Senior Manager, Corporate & Colleague Communications Analytics, Pfizer

Alex Haddad is senior manager, Corporate and Colleague Communications Analytics for Pfizer Inc, the world’s leading biopharmaceutical company. In her role, Haddad conducts, analyzes and reports on research of colleague communications programs and efforts. In her work she seeks out opportunities to measure global internal communications efforts, measure new communications vehicles to increase leader and colleague engagement, and develop and share analytics best practices within and beyond her immediate team.

Haddad is a results-oriented and insights-driven consumer research and brand marketing professional with 10 years of demonstrated achievement, and a deep passion for and understanding of consumers and the marketplace. In her work she has had extensive experience building research studies and leveraging insights to marketers and management alike.

Haddad began her career in research at a small research firm, Juárez and Associates, Inc, learning research and evaluation basics of government programs. She has also worked at Sony, Time Inc. (InStyle, People en Español and Teen People) and consulted for companies including Nokia.

2-3 p.m.
Session E 2: Social Media-Help, I can’t keep up!

In this engaging seminar, you will be taken on a journey with the development of social media and hear about some of the latest developments in measurement.

From this seminar you will learn:

• The Valid Metrics Framework for Public Relations Measurement
• Latest developments in social media measurement
• Linking social media to objectives and ROI

Presenter / Pauline Draper-Watts / Senior Vice President, PRIME Research

Pauline is Senior Vice President of PRIME Research, a global leader in strategic communications research where she advises clients on demonstrating, developing and protecting their PR Investment. Prior to this, she was a founder of Precis, one of the longest-established media analysis companies. She has extensive experience in working with major corporations, both nationally and internationally, spanning numerous industry sectors, including automotive, finance, utilities, pharmaceuticals, technology, government, and consumer products. Her expertise extends into examining the contribution of social media, publicity and PR to the overall health of a brand, linking media analysis to other research and integrating it with additional metrics.

Through 2009 and 2010 Pauline was Chair of the IPR' Commission on Public Relations Measurement & Evaluation and spearheaded its contribution to the Barcelona Declaration of Measurement Principles. A regular speaker and awards judge, she has been published in various journals including WOMMA’s Measuring Word of Mouth, PR News PR Measurement Guidebook and PRSA’s Business Case for Public Relations.

Friday, 4 November

The Yale Club of New York City

7-7:45 a.m. Meet the experts-PRIME Research breakfast roundtables

8-9 a.m.
Session F: Keynote Presentation

Presenter / Ulrich Nies / Head of Corporate Communications and Communicatons EMEA, Clariant International Inc, Switzerland

Ulrich Nies studied journalism, politics and law in Mainz. Even while studying, he worked as a freelance editor in the publishing industry.  From 1985 to 1987 he headed the BASF training program and was also a PR editor at BASF for employee information and the corporate headquarters of a group company. . In 1990 he became head of public relations at BASF Coatings AG, Münster.  Prior to that, he was responsible for the employee magazine of BASF AG and head of the unit of the BASF Group employee communications.  In early 2010, Ulrich Nies moved to the specialty chemicals producer Clariant SE, based in Pratteln / Switzerland, where he is currently Head of Corporate Communications for the company's worldwide communications and issues management.  He is co-editor of the manual "Success through internal communications," board member of the Issues Management Company, IMAGE; juror for the German PR Prize, the Austrian PR State Prize, the Politics Award, and the FEIEA Grand Prix.  Clariant is a global leader in the field of specialty chemicals. Strong business relationships, commitment to outstanding service and wide-ranging application know-how make Clariant a preferred partner for its customers.

9:15-10:15 a.m.
Session G 1: Thanks for the Memories: Strategic brand repositioning in the digital age

The good news is you’ve been a market leader for 90 years. The bad news is that your market is evaporating. The worse news is that you’ve transformed your company, but few people are aware of it. Pitney Bowes is executing a historic turn in its operations, and is using all communications channels to reposition the brand for the digital age.  Attendees at this session will learn:

• How an organization can integrate its communications channels to help reposition the brand
• How to combine wholesale and one-on-one communications to mutually reinforce each other
• How to make intelligent choices about communications content

The communications work at Pitney Bowes is a journey in progress, but holds engaging lessons for any communicator working to reposition an organization.

Presenter / Matthew Broder / Vice President, External Communication, Pitney Bowes

Matt Broder is the vice president of external communications at Pitney Bowes Inc., of Stamford, Connecticut, where he has worked since 2004. Pitney Bowes (NYSE: PBI) provides customer communications technology and services to two million business customers worldwide. Matt and his ten-member team are responsible for generating positive media coverage in both trade and national press, with engaging technology analyst firms to influence their reviews of the company’s products and services, and with creating and sustaining the corporate social responsibility programs that enhance the company’s reputation. Matt has worked for B-to-B technology companies since 1991 when he joined Carrier Corp., a subsidiary of United Technologies (UTC). He subsequently worked at the corporate office, and at UTC’s Otis Elevator and Sikorsky Aircraft divisions. Before joining UTC, Matt spent four years as a senior-level appointee in Connecticut state government.

10:30–11:30 a.m.
Session H 1: A Conversation With Jim and Lauri Grunig About Excellence in Public Relations. Strategic Communication. and Research and Measurement

Excellence in public relations, as described by Drs. James E. Grunig and Larissa A. Grunig, has been one ofthe most widely read and researched theoretical models for the communication profession for more than 25 years. Their research showed that public relations creates value for organizations and society through relationships and that public relations is most valuable when it is managerial, strategic, symmetrical, diverse, integrated, socially responsible, ethical, and global. Strategic communication is the central focus of excellence; and research and measurement, both formative and evaluative, are crucial elements of strategic communication. The digital and global revolutions have changed dramatically the world in which public relations is practiced. Yet, the characteristics the Grunigs described as essential to effective strategic communication remain fundamenta~ ifnot more essential, than ever. In this session, the Grunigs will engage in dialogue with participants to discuss:
•
What communication Excellence means in today's 24/7 world,
•
The knowledge communication managers need to participate in organizational strategy, and
•
The role ofresearch, measurement, and evaluation in strategic communication.

Presenter / James E. Grunig, Ph.D. / Professor Emeritus, Public Relations, Organizational Communications, University of Maryland

James is the coauthor of five books and editor of a fifth. Grunig has written 250 other publications such as book chapters, journal articles, reports, and papers. He has won eight major awards in public relations: The International Public Relations Association's (IPRA) president's award (with Larissa A. Grunig); the Arthur W. Page Society Distinguished Service Award; The Pathfinder Award for excellence in public relations research of the Institute for Public Relations Research and Education; the Outstanding Educator Award of the Public Relations Society of America (PRSA); the Jackson, Jackson and Wagner Award for behavioral science research of the PRSA Foundation; the Alexander Hamilton Medal for Lifetime Contributions to Professional Public Relations of the Institute for Public Relations; the Lloyd Dennis Award for Distinguished Leadership in Public Affairs (with Larissa A. Grunig) from the Public Affairs and Government Section of PRSA; and the Dr. Hamid Notghi Prize for Career Achievement in Public Relations from the Kargozar Public Relations Institute, Tehran, Iran. He also won the most prestigious lifetime award of the Association for Education in Journalism and Mass Communication (AEJMC), the Paul J. Deutschmann Award for Excellence in Research.

He was the 45'h annual Distinguished Lecturer of the Institute for Public Relations in 2006. He has been awarded honorary doctorates by the Universidad San Martin de Porres in Peru, the University of Bucharest in Romania, Istanbul University in Turkey, and the University of Quebec at Montreal in Canada.

Presenter / Larissa A. Grunig, Ph.D. / Professor Emerita, Public Relations, Activism, Feminist Theory, Communication Theory, University of Maryland

Larissa taught public relations and communication research at the University of Maryland since 1978 and served as the president's Special Assistant for Women's Issues. She has received the Pathfinder Award for excellence in research, sponsored by the Institute for Public Relations; the Jackson, Jackson, and Wagner Behavioral Science Prize; and the Outstanding Educator Award ofthe Public Relations Society ofAmerica.

She was co-founder and co-editor of the Journal of Public Relations Research and has written more than 200 articles, book chapters, monographs, reviews, and conference papers on public relations, activism, science writing, feminist theory, communication theory, and research. She co-authored the first book about women in public relations. She was a member ofan international grant team, sponsored by the lABC Research Foundation, investigating excellence in public relations. The newest Excellence book won the 2002 PRIDE award sponsored by the Public Relations Division ofthe National Communication Association.

She has lectured to campus and professional audiences in more than 30 countries. Dr. Grunig continues to serve as a consultant in public relations. In 2011, she received an honorary doctorate from the University of Quebec in Montreal and also the Presidential Award ofthe International Public Relations Association.

10:30–11:30 a.m. Session H 2: Bentley Motors: The Process of Contemporizing a Heritage Brand

With its rich history going back to 1919 Bentley is known the world over as the pinnacle of British Motoring.

The stories of W.O. Bentley and thedays of the Bentley Boys fill many books and are kept alive at historic rallys and eventsby loyal car enthusiasts.

In the process of establishing Bentley as a successful and sustainable manufacturer of luxury carsthe communication of the brand needs to walk a fine line between the rich heritage and a more contemporary image that appeals to new buyers in established and emerging markets.

The process of contemporizing this famous heritage brand is being discussed.

Presenter / Michael Baumann / Director of Communications , Bentley Motors Ltd.i

Michael Baumann is Director of Communications at Bentley Motors Ltd. The British luxury car brand is owned by Volkswagen Group.

Prior to his current position he was Head of International PR at Porsche AG from 2003 to 2011. During his time the German sports car manufacturer extended its model range from the iconic 911 and mid engine Boxster to the Cayenne and Panamera.

Michael studied Communications at Ludwig Maximilians University in Munich and worked as a journalist in germany before spending ten years as theNew York based Correspondetn for the german language edition of Forbes magazine and the german business weekly WirtschaftsWoche.

11:45 a.m.-12:45 a.m.
Session I: Luncheon Keynote

IBM at 100

In this session participants will gain valuable insights from IBM’s success as the leading business to business brand in the world, how IBM celebrated its Centennial to create strategic business advantage and what the future holds for marketing and communications leaders at the leading edge of the profession.

The IBM Brand is managed in a deliberate and systematic way, not only through traditional media but also through the interaction of clients and citizens with the employee base around the world. Nowhere has this been more clearly demonstrated than in the activities for the 100th anniversary of IBM’s incorporation as a company, celebrated this year (2011.)

Presenter / Kevin Bishop / Vice President,  IBM WW Brand System and Workforce Enablement

IBM has a 400,000+ employee base in some 170+ countries worldwide. Kevin joined IBM in 1985 as a systems engineer and has built a career in sales and marketing rising to be head of the IBM Brand Worldwide - the second most valuable brand in the World - growing IBM’s brand value by 17% in 2010 and 7% in each of the previous two years.

In this role Kevin manages IBM Brand in a deliberate and systematic way, not only through traditional media but also through the interaction of clients and citizens with the employee base around the world.  He is also leading the activities for the 100th anniversary of IBM’s incorporation as a company in June 2011. In addition to his line management responsibilities, Kevin is Chairman of the IBM United Kingdom Trust and Partnership Executive for all activities with the University of Cambridge.

Outside of IBM, Kevin is a Liveryman of the Worshipful Company of Marketors, and a contributing member of their Think Tank on the future of marketing. He is a regular contributor to the work of the Chartered Institute of Marketing and the Multi-Channel Marketing research group at Cranfield University. From 2004-2009 Kevin was Visiting Professor of Marketing at the University of Bedfordshire. 

12:45-1 p.m. Closing Remarks

Presenter/ Mark Weiner /CEO PRIME Research, Americas