Programme test

  • “Making Measurement Matter”

    - The Key to Driving Business Performance


    WEDNESDAY 13TH JUNE: The Workshop Day


    08.15 – 09.00 Registration and refreshments


    09.00 – 10.30 Workshops A and B
    Room: Stratocaster
    Title: How to embed social media measurement successfully within your business?
    Presenter: Mazen Nahawi, President, News Group and President of FIBEP.
    As requested in pre Summit research


    Study after study reports that communications and media business leaders expect digital revenues to grow as clients increasingly see the huge potential of the digital landscape. In the workshop Mazen Nahawi will


    • Look at the anticipated growth for AMEC members as clients put the need to better understand what is being said about their brand on social media platforms.
    • Discuss how to embed social media measurement in your business as an integral, not an “add on” part of your client offer.

    Title: Valid Metrics – learning from the client view
    Presenter: Mike Daniels, International Chairman of AMEC, Eve Stevens, Vice President, Insight & Analytics, Waggener Edstrom Worldwide and Colin Wheeler, Head of Insights and Analytics, EMEA, Waggener Edstrom Worldwide.


    A hands-on workshop which uses the experience of a client’s progress in using AMEC’s new Valid Metrics methodology. It adds up to a great practical learning opportunity.
    As requested in pre Summit research


    10.30 – 11.00 Networking refreshment break and Exhibition


    11.00 – 13.00 Workshop C
    Title: The Future of Media – a new addition to the Workshop Day programme.
    Moderator: Jeremy Thompson, Managing Director, Gorkana Group and Chair, AMEC’s Content Committee

    The Panel: Andy Brown, Chairman of Kantar Media; Peter Granat, CEO, Cision North America; Mazen Nahawi, President, News Group International; John Croll, CEO of Sentia Media; Jeremy Thompson, Managing Director, Gorkana Group (Moderator); Douglas McCabe, COO of Enders Analysis, London’s leading independent media and telecoms research firm.

    This special AMEC debate looks at what is really happening to the media in key markets around the world backed up by the latest research. It draws on the experience of leaders from North America, Europe, Middle East and Asia, to assess where we are today, and what the future might look like. It is seen as an essential session for AMEC members who want to future proof their business.


    13.00 – 14.00 Networking lunch
    Visit the exhibitors and chat to them

    14.15 – 15.30 Workshops D and E
    Title: How to make my firm or client company Barcelona Principles compliant?
    Presenters: David B. Rockland, Ph.D., Partner/CEO Ketchum Pleon Change and Global Research; Andre Manning, VP, Global Head of External Communications for Royal Philips Electronics; Cindy Conner, Director Citizenship and Reputation Management, FedEx Corporation; David Kellis, Director of PR & Social Media, Clorox.


    Two years after it was created in Spain, the Barcelona Principles is still hailed as a communications measurement break-through. The presenters will suggest that clients, PR consultancies and media intelligence firms can make far more use of the Barcelona Principles concept and suggest practical steps companies can take.
    As requested in pre Summit research
    Title: Interrogating the Request for Proposal (RFP) – a “how to” session
    Presenter: K C Brown, head of Cision Global Analysts.


    RFPs have become standard in business but responding to them can require creativity and persuasive skills. How do you tackle an RFP for a public relations project that doesn’t include measurement? Or worse, isn’t measuring the right things? KC Brown looks at how PR professionals can improve their RFP responses and sell the benefits of a measurement approach to their clients including. In this workshop, you’ll get hear valuable tips on how to:


    • Get the budget you need for the job
    • Shorten the amount of time it takes for the RPF process
    • Include measurement in an RFP response, even if the request doesn’t include it
    • Respond to clients who specify AVEs in their request


    15.30 – 16.00 Networking refreshment break and Exhibition


    1600 – 17.30 Workshops F and G
    Title: Progressing Outputs to Outcomes – How to add ‘Effect’ to your ‘Cause’ findings

    Presenters: Dan Halliwell, Managing Director, Kantar Media, Ireland and Roger Jupp, Chairman, Millward Brown Ireland.


    Dan Halliwell and Roger Jupp, Chairman of market research experts, Millward Brown Ireland, discuss the steps involved in integrating media evaluation with traditional market research methods. The session will look at how to structure methodologies to assess the effectiveness of communications campaigns and detail the potential findings possible when working with other research partners.


    • Planning the next steps beyond cause measurement
    • Applying scale and methodologies
    • Presenting the results
    • Realistic budgets and gaining client buy-in

    As requested in pre Summit research
    Title: “Social Media Analytics Does Not Have to Be Overwhelming”
    Presenters: Margot Sinclair Savell, Senior Vice President, Global, Research+Data Insights and David Iannelli, President, Global, Research+Data Insights.


    Margot and David discuss less-costly and less time-consuming ways to measure social media, through influencer identification and management. The session will look at steps to take and tools to use in both Europe and the U.S.


    • Finding the most important influencers for your brand and industry
    • Deciding which free and paid tools will help you find conversations about keywords that are important to your business
    • Reaching out to influencers with key messaging
    • Measuring the results
    • Determining how frequently an influencer list should be updated


    17.30 End of Workshop Day


    19.00-20.30 Summit Welcome Drinks Reception generously provided by Cision – The Gibson Hotel




    08.00 – 09.00 Workshop H:
    Title: “Pro-active crisis management with the help of economic-psychological approaches”
    Presenters: Ingrid Moorkens, Head of products and development, AUSSCHNITT Medienbeobachtung and Robert Fekl, Head of Media Analysis, AUSSCHNITT Medienbeobachtung.
    Ingrid and Robert discuss how different models of attribution can be implemented in a media content analysis and which results such an analysis may deliver. Using the example of Toyota’s world-wide recall in 2010, the workshop shows how economic-psychological approaches in a media content analysis could support pro-active crisis management.


    • How to apply different models of attribution
    • Media content analysis: How to implement models of attribution step by step
    • Presentation of the results of a case study
    • What would be a realistic budget for such an analysis?


    08.45 Registration and refreshments


    09.00 Chairs Introduction and Opening Remarks
    Barry Leggetter, Executive Director, AMEC and Summit Director; Andy Brown, Chairman, Kantar Media; Mike Daniels, Senior Consultant, Report International and International Chair, AMEC.
    09.15 Sandra Reape, Senior Consumer Insight Manager, Jameson International at Irish Distillers Pernod Ricard; and Karen Williams, Managing Director, SpectrumInsight.


    09.45 Anna Kepka, Media Insight Director Europe & North America, Unilever.


    10.15 How do they love us? Let me count the ways…
    Antonia Antonopoulos, Communication Specialist (Monitoring and Evaluation) at UNICEF and Katie Delahaye Paine, founder and CEO, KDPaine & Partners LLC.
    10.45 Networking Coffee break and Exhibition.


    11.15 “Imagine a world in which traditional media has died and social media is king. What would be the first 5 things you would do (stop, start or continue)? Join this session as we discuss Microsoft’s approach towards monitoring, engaging, and managing influencers in today’s disrupted media landscape”
    Rebecca Duffy, Senior PR Manager, Microsoft Corporate Communications.


    11.45 “Analytics and ROI – why they are business critical”
    Andre Manning, VP, Global Head of External Communications for Royal Philips Electronics.


    12.15 Melanie Brooks, Media and Communications Coordinator, CARE International, Geneva.


    12.50 Production break


    13.00 Jackie Brock-Doyle, Director of Communications and Public Affairs at the London 2012 Organising Committee (LOCOG) for the Olympic and Paralympic Games.


    13.25 Questions


    13.35 Lunch and networking




    14.30 Barry Leggetter, Executive Director, AMEC opens.

    The Measurement Debate – or when Barcelona Went Global!
    The aim of the Measurement Debate is to provide the leadership thinking for a global campaign to achieve a cut through in the way that communications research and measurement is regarded as a business critical part of public relations practice.


    14.35 PART 1: The need for Change: Chris Foster, Principal, Strategy & Organization, Booz|Allen|Hamilton; Grant McLaughlin, Vice President, Booz|Allen|Hamilton and leader in the firm’s Human Capital, Learning and Communications Center of Excellence.
    15.00 PART 2: Direction: David B. Rockland, Ph.D., Partner/CEO Ketchum Pleon Change and Global Research.

    • Delegates debate and establish the top areas for development
    • Electronic voting


    15.30 Networking refreshment break


    15.55 PART 3: Engagement: David Rockland


    16.00 Public Relations Society of America (PRSA): Christina Darnowksi, Director, Research & Project Management, PRSA.


    16.05 AMEC: Mike Daniels, Chairman and Senior Consultant with Report International.


    16.10 Public Relations Institute of Ireland: Gerry Davis, Chief Executive.


    16.15 IPR Measurement Commission: Tim Marklein, Practice Leader, Technology & Analytics, WCG and Co-chair, Council of PR Firms Measurement Committee.


    16.20 ICCO:Richard Houghton, MD London & Partner, Aspect Consulting. Immediate Past President ICCO.


    16.25 Chartered Institute of Public Relations: Philip Sheldrake, MCIPR CEng, founding partner, Meanwhile and Influence Crowd and main board director, Intellect.


    16.30 Paul Holmes, CEO, The Holmes Report


    16.35 Questions

    • What do delegates think?


    17.10 David Rockland summarizes the ideas

    • Delegates vote
    • Summary/Next steps


    17.30 Session ends: Barry Leggetter


    17.35 Close of Plenary Day 1


    19.00 Coaches depart from front of hotel for Guinness Storehouse


    Summit Dinner and AMEC Awards sponsor: Ninestars


    Top of the World “Nightcap” sponsor: Moreover Technologies



    08.00 – 09.00 AMEC Board Meeting and breakfast
    Gaining consensus – the Dublin Accord on SMM Principles
    09.15 Mike Daniels, Senior Consultant, Report International and International Chair, AMEC.


    09.25 The Devil’s Advocate
    Philip Sheldrake, MCIPR CEng, founding partner, Meanwhile and Influence Crowd and main board director, Intellect.
    “Influence – The bullshit, best practice and promise”


    09.45 Questions.


    09.50 The Expert Panel presents its thinking
    Leader: Tim Marklein, Practice Leader, Technology & Analytics, WCG and Co-chair, Council of PR Firms Measurement Committee; Katie Paine, CEO and Founder, KDPaine & Partners; Richard Bagnall, Insights & Analytics Director, Gorkana Group; Don Bartholomew, Senior Vice President, Digital and Social Media Research, Ketchum.


    11.00 Final thoughts 1) – questions from the Client Panel (to be announced)


    11.15 Networking Refreshment Break.


    11.45 Final thoughts 2) – questions from the audience


    12.15 Summit electronic vote by the audience
    Tim Marklein
    12.30 What we have agreed and next steps
    Mike Daniels
    12.45 Closing Remarks

    Summit Close and Networking Lunch


    Summit Programme

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  • What to do in Dublin - where to go?

    Kantar Media Ireland has put together a guide of what to see, where to go and some of their favourite bars and restaurants.
    Click here to download The Guide to Dublin