march 23 sydney - mumbrella
TRANSCRIPT
Being at the helm of CommsCon as it enters its fourth year has proven a challenge for me, as a journalist.
At a time when the public relations industry is in flux, I have had an opportunity to reassess what I thought about PR.
Having reported previously on adland for Mumbrella, I’m now serving an industry which is also rapidly changing and moving towards a wider marketing world with all the challenges and opportunities that brings.
The world of PR and communications is a diverse community facing increasing pressures. Smaller marketing budgets mean agencies of all disciplines are claiming they can tackle the owned and earned media space, with creative agencies, particularly, eyeing the traditional realms of PR.
However, PR has come into its own in terms of creative ability, with even traditional creative agencies now putting it at the centre of their campaigns. The McWhopper stunt created by Y&R New Zealand is evidence of this. The team behind that idea is presenting today.
The role of crisis communications has also come under the spotlight - a place it typically steers away from - over the past two years. The role Ogilvy PR played in campaigning for the release of Al Jazeera journalist Peter Greste highlighted how powerful good communications are. Ogilvy is shortlisted in two categories at tonight’s CommsCon Awards - we wish them and the other entrants good luck.
The role Edelman played during the Sydney Siege at the end of 2014 further highlights how important a crisis plan is. You can hear from Edelman’s Ian Pope at 1:45pm today on how the agency handled the biggest news event of 2014.
I’d also like to take this moment to thank CommsCon’s partners, who made today possible, as well as the support from speakers, moderators and attendees. CommsCon could not have grown into the event it is today without this support. I particularly would like to thank the many people who lent me their expertise, their ideas and their advice as I put this event together.
Enjoy the day.
WELCOMEMiranda Ward
Public Relations & Publishing Editor Mumbrella
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SUPPORTERS
10.00 A Happy Family? In-house Teams and Agency Partnerships
10.45 MORNING TEA
11.15 Communications Marketing: Public Relations’ New Frontier
12.05 Public Relations: The 2016 Creative Agency
12.50 LUNCH
1.45 Crisis Communications: Handling the Lindt Siege
2.35 Dear Career Confused: Here is How to Get Ahead in your Career
3.20 AFTERNOON TEA
3.45 Headlines, Tweets and TV Coverage: How to Create Newsworthy Content
4.35 Finale Public Relations 2020 - Who Survives, Who Doesn’t?
5.20 Close Miranda Ward, Public Relations and Publishing Editor, Mumbrella
5.30 DRINKS RECEPTION
8.00 Registration
8.50 Welcome Miranda Ward, Public Relations and Publishing Editor, Mumbrella
9.00 Keynote Clarence Mitchell - The Hunt for Madeleine McCann
The Lobbying Agenda of 2016
MORNING TEA
McWhopper: How Burger King Pulled Off The PR Hijack of the Year
The Year We Go Virtual: How PR Can Use VR Technology
LUNCH
Metal-making Campaigns: The Award-Winning Work of 2015
Understanding The Whole Media Picture
AFTERNOON TEA
Influencing PR: How the Rise of Influencers Will Change the PR Industry
Influencer: 101
MORNING TEA
The Influencer Agency Business Model
A Code of Conduct for Influencers
LUNCH
Do Influencers Move the Needle?
Campaigns Starring an Influencer
AFTERNOON TEA
STREAM 1 STREAM 2 STREAM 3
KEYNOTE SESSION The Hunt for Madeleine McCann
Clarence Mitchell will step audiences through how he worked with the family of missing three-year-old British child Madeleine McCann to keep her story in the news.
Clarence Mitchell is a former BBC reporter who shocked media circles in 2007 when he stepped down from his role as director of the media monitoring unit at the British Government’s Central Office of Information to handle the McCann’s PR full time. In August he launched his own communications consultancy.
Moderator - Miranda Ward, Public Relations and Publishing Editor, Mumbrella
Moderator: Ashford PritchardCommunications Manager – Innovation & Entrepreneurship, KPMG
Moderator: Matthew LevinsonCommunications Manager, Office of the Lord Mayor
Moderator: Stuart GregorFounder and Director, Liquid Ideas
A Happy Family? In-house Teams and Agency Partnerships
The Lobbying Agenda of 2016 Influencer 101
Panel Discussion
The term ‘influencers’ gained a serious amount of traction in 2015 - but what are they, who are they and how can PR agencies find them and connect them with their clients?
Panel Discussion
In a Federal election year, the lobbying of politicians becomes increasingly important. Hear from lobbyists on the topics they’ll be pushing and how they work to get the attention of the country’s decision makers.
Panel Discussion
Understand what makes relationships between an in-house communications team and a PR agency partner successful. Hear what makes in-house PR professionals tick and what a PR agency can offer them to make their job easier.
10.00AM
10.45AM MORNING TEA
Clarence MitchellFounder, Clarence Mitchell Communications
9AM
KEYNOTE
STREAM 3
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STREAM 1
Shiva KumarHead of Communications, Australia & New Zealand, LinkedIn
Justin Di LolloBusiness Director,STW
Matt KendallDigital Planning Director, One Green Bean
Claire MarchDirector, Hawker Britton
Laney GalliganFounder, Agents of Influencer/G.M. Problogger
Creina ChapmanHead of Regulatory Affairs and Corporate Communications, Southern Cross Austereo
Chris CarrollBlogger, The Life Creative
Diane GlassonDirector of Communications and Public Relations, The Star
Matthew HingertyCEO & Managing Director, Barton Deakin Government Relations
Renee BuggSocial Media Specialist, Brand & Health and Care Marketing, Bupa
Russell MahoneyCorporate Affairs Manager - Supermarkets, Woolworths
Olivia LoughnanPR, Sponsorship and Comms Manager, Virgin Mobile Australia
Michelle HuttonGlobal Consumer Marketing Chair, Edelman
Josh MooreCEO and COO, Y&R NZ
Moderator: Nic Christensen Media & Technology Editor, Mumbrella
Moderator: Alex Hayes Editor, Mumbrella
Moderator: Miranda Ward Public relations &Publishing Editor, Mumbrella
Jono KeyHead of Planning,Y&R NZ
Felicity GreyManaging Director, Nuffnang
Lorraine MurphyFounder and Director, The Remarkables Group
Jen BishopDigital Publisher/blogger, Interiors Addict and Reno Addict
James GodwinCo-founder and Director, The Insiders
Panel Discussion
Want to investigate influencer marketing? Hear how an influencer agency works, the differing business models in market, and the pros and cons of working with an agency and directly with an influencer.
Case Study
Burger King’s ambush of McDonald’s - suggesting the two join forces to create the ultimate hybrid hamburger, the McWhopper, was the PR stunt of the year. Discover how the campaign grabbed news headlines around the world.
Presentation
Edelman’s Michelle Hutton will present on the emerging category of communications marketing and what it means for PR, and how PR is in the position to best guide brands through the media and marketing landscape.
11.15AM
The Influencer Agency Business Model
STREAM 3
McWhopper: How Burger King Pulled Off The PR Hijack of the Year
STREAM 2
Communications Marketing: Public Relations’ New Frontier
STREAM 1
Public Relations: The 2016 Creative Agency
The Year We Go Virtual: How PR Can Use VR Technology
A Code of Conduct for Influencers
Panel Discussion
A team of panellists will debate the need for a code of conduct outlining best practice for influencer marketing, discussing what this might look like and work in the industry.
Case Studies
Virtual reality is one of the big communications trends for the year. Hear from PR professionals on how communications professionals can best tap into the technology for the benefit of clients.
Panel Discussion
Following on from Michelle Hutton’s presentation on the re-framing of PR, she will be joined on stage by PR, creative and media professionals to discuss whether PR agencies are the creative agencies of the future.
12.05PM
12.50PM LUNCH
STREAM 3
STREAM 2
STREAM 1
Carl RatcliffCEO, One Green Bean
Stephen von MuensterPrincipal, von Muenster Solicitors & Attorneys
Alexis WilsonManaging Director, Hotwire
Michelle HuttonGlobal Consumer Marketing Chair, Edelman
Rebecca GawthorneDietitian and Nutritionist/Instagram Influencer
Justin StraffordSenior Digital Strategist, Red Agency
Moderator: Toby HemmingDirector, Bold Media
Emma SturgissGlobal Manager - PR, Broadcast and Advocacy, Tourism Australia
Vivienne RyanDirector, Gravia Media
Nick DayAccount Manager, Red Agency
Jules HallCEO, The Hallway
Anthony SvirskisCEO, Tribe
Moderator: Miranda Ward Public Relations &Publishing Editor, Mumbrella
Moderator: Simon CanningMarketing & Advertising Editor, Mumbrella
Case Study One:
Case Study Two:
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Ian PopeGeneral Manager of Corporate, Edelman
Detch SinghCo-founder, Hypetap
Ben ShipleyManaging Director, Spectrum Group
Sam JockelBlogger, School Mum
Moderator: Pru QuinlanCEO, Einsteinz Communications
Sophie BlachfordHead of Brand Development, Instagram Australia
Amy LucaManaging Director,VAMP
Panel Discussion
Knowing you’ve chosen the right influencer for your brief is just the beginning. Hear tips on how you can assess an influencer’s ‘influence’ to then measure the effective-ness of the campaign.
Case Study
This session will give you a peek behind the curtain to journey through the process behind taking work from being creatively cool to award-winning. Ben Shipley will review the work of past winners and predict future winners.
Case Study
The Sydney Siege was one of the most dramatic news events of 2014. We hear from Edelman’s Ian Pope about how his team handled the event, working with police and the chocolate brand.
1.45PM
Do Influencers Move the Needle?
STREAM 3
Metal-Making Campaigns: The Award-Winning Work of 2015
STREAM 2
Crisis Communications: Handling the Lindt Siege
STREAM 1
Moderator: Nic Christensen Media & Technology Editor, Mumbrella
Moderator: Simon CanningMarketing & Advertising Editor, Mumbrella
BOOK YOUR TICKET BEFORE APRIL 15 AND SAVE A MASSIVE 30%Mumbrella360 is Australia’s biggest media and marketing conference. Attendees experience an intensive three-day immersion into the latest thinking and best practice across the entire media and marketing landscape. The event includes international speakers plus Australia’s most influential media and marketing executives, along with curated sessions from across the industry. Alongside the conference, Mumbrella360 runs a bustling exhibition area, a Masterclass zone, along with formal and informal networking opportunities.
JUNE 7-9, 2016 | SYDNEY
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Ava LawlerManaging Director, Weber Shandwick Australia
James WrightManaging Director, Red Agency Australia and Havas PR Asia-Pacific
Moderator: Samantha TannousPrincipal, Relativity Communications
Lucinda AttrillSenior Consultant, Salt & Shein
Karyn LemonTalent Director, PPR
Dear Career Confused: Here is How to Get Ahead in Your Career
Understanding The Whole Media Picture
Campaigns Starring an Influencer
Panel Discussion
Helloworld and Schwarzkopf will present on how they worked with influencers. Hear from the marketing team and the influencer on campaign conception, how they worked together and the results it delivered.
Case Study
Event sponsor Isentia will reveal its research into how a news story changes over time - focusing on the role of social media in breaking news and shaping a news story’s narrative.
Panel Discussion
Talent - how to find it and how to keep it are big challenges for both agencies and in-house teams. Hear from agency bosses on how to help your staff build a career path.
2.35PM
STREAM 3
STREAM 2
STREAM 1
Sean SmithChief Executive - Australia and New Zealand, Isentia
Moderator: Miranda Ward Public relations &Publishing Editor, Mumbrella
3.20PM AFTERNOON TEA
Amanda FryFounder and Managing Director, Holysmoke!
Simone McDermidAdvocacy Manager, Helloworld
Liz CarlsonTravel Blogger, Young Adventuress
Lauren GoochCommunications Manager, Schwarzkopf Australia
Moderator: Rakhal EbeliFounder & CEO, Newsmodo
Christina ButcherBlogger and founder, Romance Media
Isentia is the 2016 Commscon headline partner
Case Study One: Under the Influence #helloworldRELAY
Case study Two: Schwarzkopf
Claire SalvettiManaging Partner, One Green Bean
Matt HolmesCo-founder, Poem
Jules LundFounder of TRIBE/TV & Radio Host
Sonia StackhouseBlogger, Life Love Hiccups
Moderator: Jennifer MuirFPRIA, National President, Public Relations Institute of Australia (PRIA)/General Manager, Primary Communication
Moderator: Mel CullenManaging Director, Res Publica
Kristie GaleaMarketing Manager, Olympus Imaging Australia
Panel Discussion
The rise of influencer marketing could fundamentally change the role of the PR professional. A panel will debate how the PR industry may, or may not, change as a result of the rise of influencer marketing and how both disciplines may co-exist in the future.
Panel Discussion
With consumers increasingly switching off from traditional advertising, it’s becoming more important for brands to be able to break into the news cycle. This session will share tips on how to create newsworthy content that will deliver headlines, TV coverage and social shares.
3.45PM
Influencing PR: How the Rise of Influencers Will Change the PR Industry
STREAM 2
Headlines, Tweets and TV Coverage: How to Create Newsworthy Content
STREAM 1
Chris SavageBusiness Growth Specialist, The Savage Company
Moderator: Tim BurrowesContent Director, Mumbrella
Public Relations 2020 - Who Survives, Who Doesn’t?
A brutally realistic and practical vision of the future of the industry, and what it will take to triumph at a time of career and business extinction… and practical advice on the skills communications and public relations professionals will need to compete in an ever-changing landscape.
4.35PM
5.20PM CLOSING REMARKS - Miranda Ward, Public Relations & Publishing Editor, Mumbrella
5.30PM DRINKS RECEPTION
FINALE
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