#ccc16 arla and the post-milk generation

COPENHAGEN

27-28

JANUARY 2016

WELCOME

ComCaseCompetition‘16 in collaboration with

ComCaseCompetition'16 is sponsored by

4.05 pm The case: ‘MILK’

Astrid Gade Nielsen, Vice President of Corporate Communications, Arla Foods

4.20 pm Approaching the case

4.30 pm Q&A with Arla Foods

4.50 pm ComCaseCompetition – why, what and how?

• The objectives of the competition

• What does it take to participate, what will you gain, how to reach the final

– and win

• Introduction of the jury and the evaluation criteria

• What do you need to know before enrolling?

5.20 pm Q&A about ComCaseCompetition

AGENDA

WHAT HAPPENED

LAST YEAR?

https://www.youtube.com/watch?v=KkGDMXM18lY

Astrid Gade Nielsen

Vice President of Corporate

Communications, Arla Foods

MILK

Arla Design Guide is found in the PowerPoint top menu. Click and find information on basic functions and usability. *Only Windows versions

Insert image as background - click the icon and choose image.

MILK The case

Astrid Gade Nielsen, VP, Corporate Comms, Nov 2015

27-11-2015 9

27 November 2015 10

27 November 2015 15

27 November 2015 16

REBRAND MILK

Karl-Heinz Pogner

Associate Professor, Ph.D., Copenhagen

Business School

Approaching the

case

COMMUNICATIONcasecompetition

Corporate / Organizational Communication

The new normal

Stakeholder communication

Branding

Issues management

Relationship building

new PR / PA ???

Pull society

ol

Approaching the

case

NETVÆRK

Technology < ---- > network of:

Users

Stakeholders

Media

Prosumer

Communication

The new normal …

counts also for ARLA

The new normal

New forms of stakeholder management / stakeholder communications Bye, bye control! One center? Many centers Organization in center?

Dynamic networks of networks

Stakeholders

Stakeholders

New stakeholder communication (PR) Network of stakeholders

Strategy

27

https://www.youtube.com/watch?v=qhbliUq0_r4

New stakeholder communication

• Dynamic networks of stakeholders

• Media convergence: analog and digital, APIs

• UGC, Prosumers, Procipients, Co-creators

• Digital, mobile, interactive, social media

• ”Embodied”

• (Open?) Agile Smart Data

• Community building & stakeholder communication

ComCaseCompetition’16:

ARLA

Torben Dan Pedersen

CEO, Danish Association of

Communication Professionals

Why & What

• Build bridges between the academic world and business

• Prepare you for the professional market and give your

profile a competitive edge

• Clarify your skills for employers

OBJECTIVES

• Work with a 24-hour deadline

• Use your knowledge, skills and experiences

• Build relationships with potential future employer – and

each other

• Get more insights into the business world and global

communication

• Be challenged and evaluated by a professional jury

PREPARE TO

ComCaseCompetition’16

27-28 January 2016

• 10 teams

• All 10 teams present their solution to

the jury

• Hard work and great fun

• 10 leading agencies as mentors

FINALS

JANUARY 28th

2015

Free public event from 3 pm to 6 pm

Meet the talents of tomorrow and hear the

recommendations for Arla Foods

Understand the challenges of international business

communication and see what it takes to win

ComCaseCompetition

WHAT IT TAKES 10 leading agencies

JURY & CRITERIA

Associate Professor,

Karl-Heinz Pogner,

Ph.D.

Copenhagen Business School

Vice President LINE AARSLAND Egmont

Senior Vice President KENTH KÆRHØG ISS World Services A/S

Associate Professor, Ph.D MATTHIAS BODE University of Southern Denmark

Chairman ASTRID HAUG Danish Association of Communication Professionals

Professor, Ph.D LARS THØGER CHRISTENSEN, Copenhagen Business School

Chairman CASPER VAHLGREN Young Communicators

THE JURY

Head of Jury Associate Professor, Ph.D ROBYN REMKE Lancaster University

Associate Professor, Ph.D KARL-HEINZ POGNER Copenhagen Business School

Director Corp. Comm. DENNIS KAYSEN Coloplast

EVALUATION CRITERIA

The participants should demonstrate their ability to

• Identify, analyse and solve a key problem

• Apply theories, models and key concepts to practical

communication in a solution oriented manner

• Design professional, innovative and creative - yet realistic -

communication strategies that are embedded in an organisational

context

• Reflect on how preconditions, chosen key concepts, methods and

theories impact on strengths, limitations and weaknesses of the

problem solution

• Communicate the results in an adequate, correct language in a

coherent, convincing presentation and discussion that meet

rhetorical, academic and professional standards

TEAM !

Skills & Competencies

Diversity

study program/S

university

gender

expertise, skills, capabilities

”home country”

MOTIVATION

Interest

Investigation

Why your team? USP!

Application

PRACTICAL

INFORMATION

Casper Vahlgren,

Chairman of Young Communicators

NEED TO KNOW

• Place: CBS - Solbjerg Plads

• Private workspace with access to internet and blackboards

• You should expect to be working almost non stop for 24

hours

• UngKom will be there both days 24/7 to help you and answer

any questions you might have

• We will provide food and snacks throughout the whole

competition

• You should bring:

• A sleeping bag

• Computer and charger (and a functioning USB key)

• Academic books – in order to combine theory and

practice

WHO CAN PARTICIPATE

• Graduate students within the field of communication

• 10 teams, max. 5 students on each team

• Students are encouraged to form cross-educational and

international teams

• Each team must send a short motivated application

together with CVs for each person in the team

• The prize for the winning team is a dinner with

representatives from Arla Foods’ top management team.

The winning team will also get a free DKF conference

• Participation is free

DEADLINE

Enroll your team before January 6th

2016

Send an e-mail to dansk@kommunikationsforening.dk with:

• A short motivated application

• CV for each person in the team

• Remember to mark the e-mail ‘ComCaseCompetition’16’

Follow ComCaseCompetition’16

For more information go to:

www.kommunikationsforening.dk/ccc

www.facebook.com/comcasecompetition

ComCaseCompetition’16

ComCaseCompetition‘16 in collaboration with

ComCaseCompetition'16 is sponsored by

THANK YOU