#ccc16 arla and the post-milk generation
TRANSCRIPT
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 [email protected] 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