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 To find out how you can be a sponsor at this important European conference on rebranding and brand transformation please contact Andrew Thomas or Molly Pierce on +44 20 7498 7008 ]]></description>
            <pubDate>Tue, 20 Jul 2010 05:26:22 GMT</pubDate>
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            <title>Information</title>
            <link>http://communicatemagazine.co.uk/events-mainmenu-29/102-transformconference/1639-information</link>
            <description><![CDATA[
    
        
            
        
        
            Andrew.Thomas@communicatemagazine.co.uk (mailto:Andrew.Thomas@communicatemagazine.co.uk)
            
            
            Transform - the European conference for rebranding and brand transformation
            Transform, Europe's only conference for rebranding and branding management, takes place at the Hotel Russell, in the heart of London. Please get in touch with Andrew Thomas or Molly Pierce if you have any questions.
             
            
            Hotel Russell (http://www.londonrussellhotel.co.uk/Hotel_Russell_Groups_and_Meetings.html), situated in  central London's Bloomsbury area, provides state of the art conference  facilities in beautiful surroundings.  Following a  &pound;20m restoration, the building has been returned to the period  splendour it enjoyed when its doors first opened in 1900.   Delegates can bask in the tranquility of Russell Square Gardens,  or take advantage of the convenient location for central London  attractions and the very good transport links, as Russell Square tube  station is practically next door, and Euston, St.Pancras and Kings Cross  are each within a fifteen minute journey.
            Delegates wishing to stay at the  Hotel Russell will benefit from a special room rate organised by  Cravenhill Publishing.  Please get in touch if you would like to learn  more about this offer.
             
            
             
        
        
             
            
            About Communicate magazine
            Transform is conceived and organised by Communicate, a monthly magazine by Cravenhill Publishing.
            Communicate is the market-leading monthly corporate communications magazine. It is, effectively, &lsquo;the single voice for stakeholder relations&rsquo;, and its focus is on how organisations engage with their stakeholders: the press, investors, employees, regulators, the supply chain and the communities in which they operate. As such, Communicate covers corporate communications, reputation management, branding issues, rebranding, public relations, investor relations, internal communications, corporate social responsibility, crisis communications and public affairs.
            Communicate has a monthly circulation of 10,000, and is read by in-house communications departments in the private and public sectors as well as brand agencies, communications consultancies and service providers across the UK.
             
            
             
        
        
            Molly Pierce
            Communicate magazine
            +44 20 7498 7008 
            Molly.Pierce@communicatemagazine.co.uk (mailto:Molly.Pierce@communicatemagazine.co.uk)
            
            Sponsorships and partnerships
            Build relationships and drive sales at the Transform conference. This leading business-to-business conference can provide you and your company with
            
                1st class lead generation: meet companies actively interested in exploring their brand and corporate reputation
                Enhanced brand profile to brand managers, corporate communications professionals and business strategists through pre-event promotional campaign plus extensive on site branding
                Excellent publicity through significant presence on site
            
            
            To find out more details about sponsoring or exhibiting at this event please contact Molly Pierce
             
            
             
        
        
            Felicity Stewart
            Communicate magazine
            +44 20 7498 7008 
            Felicity.Stewart@communicatemagazine.co.uk (mailto:Felicity.Stewart@communicatemagazine.co.uk)
            
            Registration and payments
            We take credit card payments through this site. If you prefer to be invoiced or pay directly electronically please contact Felicity Stewart. Payment must be received before a conference pass can be issued.
             
            
             
        
        
             
            
            Terms
            Registration Fees: Conference fees are payable in advance of the event. Entry is not guaranteed without payment. fees. The conference fee include entry to all events outlined in the conference program. The fee does not include accommodation, non-conference related meals, travel or other attendee expenses. 
            
            Non-Profit Rate: We have a reduced rate for non-profit organisations such as NGOs, government and academia. The non-profit rate is at the discretion of the organizers and evidence may be asked for.
            
            Volunteers: We have two or three volunteers at each event who help with general conference duties. These are normally post-graduate students, specialising in the area of the conference. If you would like to attend for free as a volunteer please get in touch.
             
            Cancellation: If you cancel at least 20 full working days before the event date you will be charged a 15% cancellation fee. No cancellations can be accepted after this date and full payment is due. Substitutions are welcome at any time. 
             
            Content: It may be necessary for reasons beyond the control of the organiser to alter the content and timing of the agenda or the identity of the speakers.
            
             
        
    

 ]]></description>
            <pubDate>Tue, 20 Jul 2010 05:25:46 GMT</pubDate>
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            Felicity.Stewart@communicatemagazine.co.u (mailto:Felicity.Stewart@communicatemagazine.co.uk)k (mailto:Molly.Pierce@communicatemagazine.co.uk)
            
            Sponsorships and partnerships
            
            To find out more details about sponsoring or exhibiting at this event please contact Andrew Thomas or Felicity Stewart
             
            
             
        
        
            Felicity Stewart
            Communicate magazine
            +44 20 7498 7008 
            Felicity.Stewart@communicatemagazine.co.uk (mailto:Felicity.Stewart@communicatemagazine.co.uk)
            
            Registration and payments
            We take credit card payments through this site. If you would prefer to be invoiced or pay directly electronically please contact Felicity Stewart. Payment must be received before a conference pass can be issued.
             
            
             
        
        
             
            
            Terms
            Registration Fees: Conference fees are payable in advance of the event. Entry is not guaranteed without payment. fees. The conference fee includes entry to all events outlined in the conference programme. The fee does not include accommodation, non-conference related meals, travel or other attendee expenses. 
            
            Non-Profit Rate: We have a reduced rate for non-profit organisations such as NGOs, government and academia. The non-profit rate is at the discretion of the organisers and evidence may be asked for.
            
            Volunteers: We have two or three volunteers at each event who help with general conference duties. These are normally post-graduate students, specialising in the area of the conference. If you would like to attend for free as a volunteer please get in touch.
             
            Cancellation: If you cancel at least 20 full working days before the event date you will be charged a 15% cancellation fee. No cancellations can be accepted after this date and full payment is due. Substitutions are welcome at any time. 
             
            Content: It may be necessary for reasons beyond the control of the organiser to alter the content and timing of the agenda or the identity of the speakers.
            
        
    


  
 
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            We are privileged to have some of the most experienced practitioners in rebranding, repositioning and brand transformation speak at the Transform conference.
             
            
        
        
            
            
            Fiona Atighi, senior project manager, Ministry of General Affairs, Central Government of the Netherlands
            
            Fiona Atighi is the project leader of project 1 Logo. This project is all about implementing a new visual identity for the Dutch central government. Prior to this position, she held various positions in (corporate) communications in different segments of the Dutch government. At the moment she is interested in the successes and failures of projects in bureaucratic and political environments.
            
        
        
            
            
            Christian Birck, SVP strategic marketing and branding, Holcim 
            
            Christian is globally responsible for marketing strategy and management of the Holcim group brand portfolio, customer insight, customer loyalty, marketing communications and trademark management. Holcim employs around 90000 people, has subsidiaries in over 70 countries and ranks amongst the top two players in the building materials industry. Before joining Holcim, Christian was a partner at brand consultants Wolff Olins where he focused on brand strategy and embedding brand behaviours. He advised the senior management of organizations such as General Electric, Visa, Mastercard, Lufthansa, PricewaterhouseCoopers, Credit Suisse, and Citibank. Christian started his career in investment and retail banking at Dresdner Bank and Kleinwort Benson. He holds masters degrees in economics and business administration from Zürich University in Switzerland.
            
        
        
            
            
            Conrad Bird, joint acting director of strategic communications, Foreign and Commonwealth Office
            Conrad Bird is currently joint acting director of strategic communications at the Foreign and Commonwealth Office and is responsible for helping to deliver the Department&rsquo;s key foreign policy objectives. Previously he was deputy director, government communication at the Cabinet Office where he worked with the first Permanent Secretary of Government Communication on a range of cross-government communication issues. He also developed and launched &lsquo;Engage&rsquo;, the British Government&rsquo;s new approach to strategic communication. Before that, Conrad spent 18 years in the private sector as an advertising planner working with a number of advertising agencies on national and international business. During this time, he also set up an award-winning communication consultancy which he successfully ran for eight years.
            
        
        
            
            Neel Bradham, SVP of sales and marketing, InterfaceFLOR
            
            InterfaceFLOR is a division of US based Interface Inc., a  global leader in the manufacture of environmentally responsible modular  floor coverings.  Neel has overall responsibility for Sales and  Marketing in EMEAI countries, and is also a member of the European  Executive Management team.  Neel joined Interface, Inc. in 2003, and  previously held positions in the investment banking and strategy  consulting industries.  A native of Thomasville, GA, in the United  States, Neel and his wife Lisa, along with their three children, Alex,  McCauley and Tyler have recently relocated to Paris, France.
        
        
            
            
            Fred Burt, managing director, Siegel + Gale
            
            Fred&rsquo;s 16 years of experience combine a rich and varied background in brand management and consulting.  With previous roles including head of naming and managing director at Interbrand New York, he also has extensive business development and digital brand management experience. Having worked on both sides of the pond (agency and client side), Fred has experience leading  a variety of major brand assignments including AT&amp;T, Proctor &amp; Gamble, GlaxoSmithKline, ExxonMobil, Ford, PricewaterhouseCoopers, McDonald&rsquo;s, Carling, Nokia, Shell, Panasonic, Renault trucks, Qtel and Emerson Group. Joining Siegel+Gale three years ago, with overall responsibility for Europe, Fred&rsquo;s focus is working closely with clients across Europe and Middle East to amplify the power of simplicity to deliver maximum business impact.
            
        
        
            
            
            Marc Cloosterman, CEO, VIM (Visual Identity Management) Group
            Marc has a business administration (KPMG), marketing  (INSEAD) and business development background. His main goal
            with the VIM Group is to create a brand implementation  category within the international branding industry. VIM Group helps  organisations to implement and manage brands. Currently it has  representatives in Europe, North-America, Middle-East and Australia who  carried out more than 1,200 brand implementations over the last two  decades.
            
        
        
            
            Graham Hales, CEO, Interbrand
            
            Graham's work has taken him across a diverse range of  business agendas, geographies and cultures in consulting for some of  Interbrand&rsquo;s most high profile clients. Starting his career in  advertising, Graham joined Interbrand in London in 1997. Graham gained  experience in brand innovation, strategy, consumer, corporate and retail  branding over the next seven years and his accomplishments include  award-winning work for the merger of PricewaterhouseCoopers. Taking on  the role of Executive Director of Interbrand in 2004, Graham became responsible for client management, marketing and  developing international business. Recognising the growing potential of  brands in the Middle East, India and Turkey, Graham led the development  of an Interbrand offering in these new and prosperous markets. In 2009 he took up the leadership of Interbrand in London.
        
        
            
            
            Bruno Maag, managing director, Dalton Maag
            Bruno Maag was born near Zurich in 1962.  He completed his apprenticeship as a typesetter at Switzerland's largest daily paper. His passion for letterforms led him to study typography at Basel School of Art. Bruno worked for Monotype, both in the UK and in the States, where he created the fonts for the New Yorker magazine.  He established Dalton Maag in 1991. Over time, Dalton Maag has grown from a one man show to an international foundry with offices in the UK, Switzerland, Brazil and Egypt.
            
        
        
            
            
            Peter Matthews, founder  and managing director, Nucleus
            
            Peter Matthews is a leading brand consultant with 30 years'  experience advising a wide range of companies on naming, branding,  innovation, digital media and intellectual property. He specialises in  identifying and realising value creation opportunities, especially where  new business models can transform customer value propositions. His  experience is exceptionally wide, from creating new brands from scratch,  to M&amp;A-led brand rationalisations and valuations. Peter has also  been involved in e-commerce since the earliest days of the Internet and,  following the acquisition of Hallmark-ip in 2004, pioneered integrating  brand+digital+intellectual property consulting. Peter also leads  Nucleus&rsquo; own ventures in the luxury travel and small payments markets,  Luxury Explorer and sQuid.
            
        
        
            
            Seán McKnight, head of consultancy, Dave
            
            Seán&rsquo;s work at Dave has included helping 118118 define their proposition as the company matures beyond start-up mode, and helping reposition ITN from a news-only business to a broad-based multi-platform content business. Currently he is currently working with Nokia&rsquo;s global management team to create a unified brand positioning to drive future product innovation and growth. He is also lead consultant on a global rebranding project for Initial &ndash; part of Rentokil Initial Group. Prior to joining Dave, Seán worked for 6 years with global brand consultancy, Wolff Olins. During that time he was responsible for a number of global re-brandings.
             
        
        
            
            Kristian Mills, head of brand governance and standards, The Co-operative Group
            
            Kristian joined The Co-operative Group in 1998 following a degree in Business Studies.  He worked for the food business for six years in a number of Brand and Marketing roles, before joining the Group Marketing department to work on the development of the new Co-operative brand. After developing the Brand proposition, standards and identity, from 2006, Kristian and his team began rolling out the brand to its 5,000 branch estate across the Food, Pharmacy, Bank, Funerals and Travel businesses as part of the largest rebranding exercise for any retailer in the UK and currently has a brand value of &pound;2.88bn. Kristian lives in Cheshire with his wife Carla, who also works at The Co-operative Group, as a Category buyer.  His main passions in life are travel and sports, especially football, supporting both Manchester United and Blackpool
        
        
            
            Berry Oonk, head of corporate branding, AkzoNobel
            
            Berry Oonk is head of corporate branding at Dutch-based multinational AkzoNobel, the world&rsquo;s largest paint and coatings company and a leading supplier of specialty chemicals. His team was responsible for launching the new AkzoNobel brand identity in 2008 and it continues to build the brand globally. Prior to joining AkzoNobel in 2005, Berry was corporate brand manager at Royal DSM in the Netherlands. He managed DSM's corporate brand and was also responsible for the Unlimited.DSM campaign. Berry completed an MSc at RSM Erasmus University in Rotterdam in business administration and studied for the CEMS pan-European Masters degree in international management at the Vienna University of Economics and Business Administration, a program taught jointly by 17 leading European management schools. He recently completed his Masters degree in Brand Management.
        
        
            
            
            Stephen Pain, acting VP global communications, Unilever
            
            Steve Pain is an independent consultant and the principal of Age of Good &reg; Consulting Ltd. Using the concept Age of Good &reg; Steve helps leaders and organisations develop strategies to define, build and measure a &lsquo;good&rsquo; reputation. He has extensive international experience as corporate affairs director of Severn Trent plc, Storehouse plc and Aviva plc, one of the world&rsquo;s largest insurance groups. At Aviva, he led the communications programmes relating to the mergers of Commercial Union, General Accident and Norwich Union and the subsequent transformation from 40 brands to one global Aviva brand. He is non-executive chairman of The Group, the online communication consultancy, and a Visiting Fellow at Henley Business School.
            
        
        
            
            Francis Preedy, senior attorney, HallMark IP
            
            Francis is a qualified Intellectual Property attorney  specialising in trade marks, design and copyright. His experience  stretches back more than 25 years during which he has worked both in  private practice and in-house. He is currently a senior trade mark  attorney at HallMark IP Limited where the majority of his work relates  to the clearance, protection, maintenance and enforcement of brands and  brand rights. Before joining HallMark, Francis worked in-house for Shell  International Petroleum Company Limited where a wider global remit  included the negotiating and subsequent drafting of co-existence and  licence agreements.
        
        
            
            
            Giles Thomas, Managing Partner, Branded
             
            Branded is a brand consultancy that creates game-changing brands that shake-up markets, reposition competitors and galvanise organisations. Giles oversees a team of senior marketing people whose work helps build dynamic and innovative businesses. Giles has more than 20 years&rsquo; experience as a senior marketing executive with strong strategy, business management and development skills gained on both the agency and client side. In 10 years at Branded, he has worked with clients including ITV, Universal, Orange and Yahoo on all key elements of branding and marketing strategy. Before joining Branded, Giles was European marketing director of Sega Europe, and prior to that, as marketing director of MTV Networks Europe, Giles managed the network&rsquo;s marketing output across 26 countries.
            
        
        
            
            
            Gideon Wilkinson, founding partner and managing director, Endpoint
            As founding partner and director of Endpoint, Gideon is responsible for the company's strategic development and its relationships with international partners and clients. Typically, he leads projects that involve significant organisational change. Gideon has directed international change programmes for leading public and private sector clients, playing key roles in identity implementation. His experience covers a broad spectrum of industry sectors, with clients including Apple, Ernst &amp; Young, Holiday Inn and John Lewis. Gideon has a BSc honours degree in Industrial Design from Brunel University and has also studied architecture at the Politecnico Di Milano in Italy.
            
        
        
            
            
            Matt Young, communications director, Santander UK plc
            Matt Young is communications director for Santander UK  plc. He joined Abbey in 1999 from NatWest where he was a senior press  officer. He has worked in financial PR for over 15 years. Matt is  married with two children and lives in Buckinghamshire.
        
        
             
            Tom Davis, marketing director, Action for Children
        
        
             
            Sholto Douglas-Home, group marketing director, Hays
        
    


    
        
             
            
             
            
        
    

 
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            <pubDate>Tue, 20 Jul 2010 05:24:28 GMT</pubDate>
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            <title>Agenda</title>
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            08:30
            Registration, tea, coffee and pastries
        
        
            
            
        
        
            09:00
            Opening remarks
            Neil Gibbons, editor, Communicate magazine
        
        
            
            
        
        
            
            09:10
            
            
            Linking business, brand and communications strategy
            Brand change should never be taken lightly. An organisation's brand and reputation needs to be positioned at the heart of its business strategy - establishing corporate reputation in this cluttered and confusing world.  Stephen will draw on his experience of working at the top of organisations such as Aviva and Unilever and provide a view from the boardroom of how brand communication at times of change can be a strategic asset, contributing to long term, sustainable business performance. 
             
                         
            
            Stephen Pain, acting VP global communications, Unilever
            
        
        
            
            
        
        
            
            09:40
            
            
            Transformation in action
            
            
        
        
            
             
            
            
            The global rebrand &ndash; Hays
            
            Hays, capitalised at &pound;1.4 billion and with 324 offices in almost 30 countries, is a global presence with a global ambition. Despite its culture of entrepreneurialism, it had no clear sense of global brand. Its business had developed at different rates and in different directions in its various markets, and its brand was inconsistent.
            
            CEO Alistair Cox told the world his strategic priority was to &ldquo;achieve more with the Hays brand&rdquo;; to get the Hays global brand to punch above its weight and get the credit for its leadership role in its sector. Sholto Douglas-Home brings the Hays story to life.
            
             
                         
            
            Sholto Douglas-Home, group marketing director, Hays
            
            
            The media rebrand - ITN 
            How do you reinvent without losing what you&rsquo;ve got? ITN had spent 50 years building a reputation as a world-class news organisation but by 2006 its business portfolio was outstripping its brand. 
            
            Its heritage was impeding its ability to take advantage of a changing media landscape and it needed to reposition itself in a way that conveyed the diversity and new offerings now provided.
            
            Sean McKnight from Dave explains how ITN became known for more than just news.
             
                         
            
            Sean McKnight, head of consultancy, Dave
            
        
        
            
            
        
        
            
            10:10 
            
            
            
            
            Brand architecture
            
            
             
            The brand architecture of an organisation at any time is a legacy of past management decisions as well as the prism through which it faces the marketplace. Different sectors need different approaches; different companies within those sectors have different organisational strategies.
             
            Two companies with very distinct approaches come face to face to compare architectural styles.
            
             
            Berry Oonk, head of corporate branding, AkzoNobel
            Kristian Mills, head of brand governance and standards, The Co-operative Group
            
            
        
        
            
            
        
        
            
            10:50
            
            
            
            Coffee and cakes
            
        
        
            
            
        
        
            
            11:10
            
            
            How simple can it be?
             
            The UK government is comprised of 47 departments and ministries, and below them sit hundreds of non-departmental public bodies. All of them have their own individual brands and identities, each one subject to potential rebranding with the arrival of a new minister, keen to make his own mark.
            
            Faced with similar issues the Dutch government unified its entire portfolio of brands. Not only did it save &euro;5 million, but the potential for further cost savings through consolidation of IT systems, procurement and procedures could be massive.
            
            Fiona Atighi was instrumental in the rebranding of the Dutch government departments. Conrad Bird has been exploring similar issues with British government departments. Here, they share their views and their vision. The session will be followed by a panel discussion.
             
            Fiona Atighi, senior project manager, Ministry of General Affairs, Central Government of the Netherlands
                         
            
            Fred Burt, managing director, Siegel+Gale
            Conrad Bird, joint head public diplomacy and strategic campaigns, Foreign and Commonwealth Office of the United Kingdom Government
            
        
        
            
            
        
        
            
            12:00
            
            
            Hands on
            
            
        
        
            
             
            
            
            Hidden value - creating and protecting intellectual property
            
            As the UK government attempts to rebalance the economy, perhaps it&rsquo;s time to reconsider how UK PLC makes its living. With UK PLC's reliance on the financial services sector in question, and manufacturing not yet credible as an alternative saviour, is there hidden value in the ownership of ideas? As brands, ideas can come to life and create enormous value for their owners, employees and the wider economy. Peter Matthews of Nucleus and Francis Preedy of HallMark IP will explore how hidden value in intellectual property can be created, captured and protected.
             
             
             
                         
            
            Peter Matthews, MD, Nucleus
            
                         
            
            Francis Preedy, senior attorney, HallMark IP
            
            
            
            Communicating change to the internal audience
            It's vital your employees are onside; they&rsquo;re on the front line when it comes to communicating your brand. Together with many other initiatives, Aviva celebrated its rebrand by holding a 24-hour online employee marathon bringing together 54,000 members of their internal audience. As part of its rebrand, Santander developed &lsquo;Santander Is You&rsquo;, an internal comms programme for Abbey, Alliance &amp; Leicester, and Bradford &amp; Bingley employees, while strengthening union links. By 2009, Santander enjoyed an 83% internal approval rating. Matt Young from Santander and Aviva&rsquo;s Lynn Gray share the journey they took and the successes they had.
             
                         
            
            Lynne Gray, head of communications, Aviva
            Matt Young, communications director, Santander
            
        
        
            
            
        
        
            
            12:30
            
            
             Lunch
            
        
        
            
            
        
        
            
            13:30
            
            
            Hands on
            
            
        
        
            
             
            
            
            A history of the world in a hundred fonts
            The first corporate brand was the Roman Empire, with brand values promoted as part of its global expansion. Fast forward a thousand years and the Christian church was applying rigorous style guides to its visual identity to ensure itscontrolled its IP asset management. Step forward another thousand years and fights have broken out over the merits of Helvetica. 
             
            Bruno Maag of Dalton Maag shares his insight on the role of the font.
             
             
            Bruno Maag, managing director, Dalton Maag
            
            
            
            Brand application 
            In the excitement of the creative and strategic process it is vital to ensure the execution isn't overlooked. Applying a new visual identity across multiple brand touchpoints, across multiple departments, across multiple regions, requires rigorous planning, organisation and financial control.
            
            Endpoint's Gideon Wilkinson challenges delegates to explore their organisational structure and ability to rollout a new visual identity focusing on implementation with minimal cost yet high impact.
             
                         
            
            Gideon Wilkinson, managing director, Endpoint
            
        
        
            
            
        
        
            
            14:05
            
            
            Crossing the cultural divide
            
            Global brands need global values. They need to align their employees, customers and other stakeholders around those brands, while also engaging them at a local level. Swiss-based cement international Holcim rebranded in 2006, and embedded its change management into the process. It encapsulated its approach with the maxim &quot;Local management : global framework&quot;. Christian Birck of Holcim shares the company's progress.
             
            Christian Birck, SVP strategic marketing and branding, Holcim
            
        
        
            
            
        
        
            
            14:45
            
            
            
            Coffee and cakes 
            
            
        
        
            
            
        
        
            
            15:05
            
            
            Corporate citizenship
            
             
            Corporate citizenship is the perception people have of a company's positive contribution to society based on the way in which it treats the core elements of its business: its employees, customers and suppliers, the communities in which it operates, the government that influence its operations and the planet it relies on for its existence. Interbrand's global research findings uncover the link between a commitment to corporate citizenship and stakeholder behaviour, and ultimately to impact on brand value. Graham Hales of Interbrand shares the impact of corporate citizenship in both the consumer and business environment, and discusses where specifically to build corporate citizenship into your brand for the greatest lasting brand impact.
             
            Graham Hales, CEO, Interbrand
            
        
        
            
            
        
        
            
            15:45
            
            
            Transformation in action
            
            
        
        
            
             
            
            
            The sustainable rebrand - InterfaceFLOR
            InterfaceFLOR, a leading global manufacturer of commercial flooring, set  out a vision to rebrand the company as &ldquo;the first name in industrial ecology.&rdquo; This vision grew into Mission Zero &ndash; to eliminate all negative impacts Interface has on the environment by 2020.
            
            Now, 15 years down the line, the company is a leader in the sustainability field.
            
            Neel Bradham of InterfaceFLOR explains how CEO Ray Anderson convinced his staff that making sustainability a key part of the company strategy was the smart thing to do.
             
            Neel Bradham, SVP sales and marketing, InterfaceFLOR 
            
            
            
            What&rsquo;s in a name? &ndash; Action for Children
            Action for Children, formerly NCH, is one of the UK&rsquo;s largest children&rsquo;s charities, with over 7,000 staff and 140 years of history.  Yet the NCH brand had just 1% awareness among the general public. A name change was crucial to the rebrand, as it more accurately reflected the services now provided by the charity -  a tough sell for the many stakeholders for whom NCH held an emotional resonance.
             
            Tom Davis of Action for Children discusses how the charity communicated its rebranding internally and externally and the continuing process of defining its mission.
            
            
             
            Tom Davis, marketing director, Action for Children 
            
        
        
            
            
        
        
            
            16:15
            
            
            The crisis rebrand
            
             
            When does a crisis push a company over the edge, and force it to re-examine its brand and reputation? Should Trafigura or BP or Nestlé say, 'Enough is enough?' We take a hypothetical scenario and ask our panel to examine the reputational issues of a rebrand. The session is guaranteed to be provocative.
            
            Speakers to be announced 
            
            
            
        
        
            
            
        
        
            
            
            17:00
            
            
            Closing address
            Neil Gibbons, editor, Communicate magazine
            
        
    


 
 
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            08:30
            Registration, tea, coffee and pastries
        
        
            
            
        
        
            09:00
            Opening remarks
            Neil Gibbons, editor, Communicate magazine
        
        
            
            
        
        
            09:10
            
            The Social Media Newsroom X-Factor
            Online newsrooms were once little more than repositories of web pages, often password-protected to keep out non-journalists. Content was static and communication undirectional. But now all the recent talk has been on Social Media Newsrooms. We look at some of the most impressive sites and put them in front of a jury drawn from the world of journalism, consultancy and newswires. It's time to face the music...  
            
            
            
            ,
            
            
            
             
            
            
            
            
            Amanda Brown, head of media relations,
            
            First Direct
            
            
            
            Tess Longfield, head of international PR, 
            
            
            VisitBritain
            
            
            
            
            
            
             
            
            
            
            
            
            
            
            
            
            Erica Zandelin, manager, internet communications,
            
            Scania
            
            
            
            
            
            
            Stuart Bruce, managing director,
            
            Wolfstar Consultancy
            
            
            Ruth Sunderland, business and media editor,
            
            The Observer
            
            
        
        
            
            
        
        
            
            09:55
            
            
            Social media on a mobile platform
            The use of social media on smartphones, PDAs and handsets is growing at a furious pace. And research has shown that users' income and status is higher too, making it an advertiser's dream. But for organisations with diverse stakeholder groups, the corporate use of social media on a mobile platform is expected to rocket.
             
            
             
            
            Paul Taylor, head of strategy and planning, COI Mobile Insight Team 
            
            Chi-chi Ekweozor, managing director, Real Fresh TV
                                      
        
        
            
            
        
        
            
            10:30
            
            
            Social Media Reputation Management
            
            A simple online search can tell the media, prospective investors or employees all they need to know about your business. Whether it is someone ranting in a forum or a video posted on YouTube, how can you stay in control amid the chaos? 
             
            
            Jon Hickman, lecturer, New Media &amp; Social Media, Birmingham City University 
                          
            Marc Campman, managing director, Webjam
                         
            John Greenway, press office manager, Manchester Airports Group
            
        
        
            
            
        
        
            
            11:15
            
            
            
            Coffee and cakes 
            
            
        
        
            
            
        
        
            
            11:35 
            
            
            
            
            The Mace Debate
            
            
             
            
            This house believes that crowdsourcing adds nothing other than the PR the process generates. 
            
            
            In a good old-fashioned debate, we tackle the hot topic of the day.
            
            
            
            Martin Bryant, UK editor, The Next Web
            Martin Thomas, Snapper Communications and Co-author of Crowd Surfing 
             
                         More speakers to be announced
            
            
        
        
            
            
        
        
            
            12:10
            
            
            Employee engagement &ndash; bringing a dispersed community closer
             
            With so little direct contact and so many channels vying for attention, how can companies reach out to dispersed employees and keep them engaged?  
            
                To celebrate its 40th anniversary, DHL launched a global employee photo competition, an inexpensive, accessible solution to engage some 500,000 employees stretched over 220 countries. 
                Boots, meanwhile, created a single digital channel for its 5,000 pharmacists to share knowledge and expertise. 
            
            Here, we look at both case studies:
            
            
             
            Kathleen Goh, corporate communications,  DHL
                         
            
            Kathryn Beaumont, communications manager, Boots
            Sheila Parry, managing director, theblueballroom
            
        
        
            
            
        
        
            
            12:50
            
            
             Lunch
            
        
        
            
            
        
        
            
            13:35
            
            
            
            Community development
            
            
            With trust in the banking sector at a low, Lloyds TSB took a bold and innovative decision to engage its key audiences. It wanted to understand how online community engagement could be used to raise awareness of, and trust in, the brand. Here&rsquo;s how it did it.
             
            Keith Bennett, online channel marketing officer, Lloyds TSB Commercial Finance
            
            Andy Wood, strategy director, Freestyle Interactive
            
            
            
        
        
            
            
        
        
            
            14:10
            
            
            Crisis Communications
            
            
            Commuter-packed trains stranded inside a tunnel. Thousands of cars recalled over safety fears. A coal ship shedding its cargo into the sea.  Sound familiar? These days, the media is awash with corporate crises that have the power to scar reputations more deeply and rapidly than ever before. Social media is creating an army of citizen journalists, each with the ability to spread opinions or hearsay at dizzying speed. It&rsquo;s more important than ever to ensure you have the planning, expertise and resource to manage communications during a crisis.
            Dominic Burch, head of corporate communications and new media, Asda (TBC)
            
            Robin Grant, managing director, We Are Social
            
            
        
        
            
            
        
        
            14:40
            
            Word of Mouth
            
            
            Description to follow.
             
            Molly Flatt, WOM Evangalist, 1000Heads
            More speakers to follow
            
        
        
            
            
        
        
            
            15:10
            
            
            
            Coffee and cakes 
            
            
        
        
            
            
        
        
            
            15:25
            
            
            Engaging Gen-Y
            
            
            How do you catch the attention of the tech-savvy internet generation? Start by speaking to them on their level. Original Facebook games are being used to raise company profiles among students while innovative mobile recruitment campaigns are being used to engage potential recruits.
             
            Andy Bamford, managing director, Thirty Three
            Liverpool Victoria
            
        
        
            
            
        
        
            
            16:05
            
            
            Social Media - proving its value
             
            
            If you&rsquo;re already listening to and engaging with social media conversations, the next step is knowing what you&rsquo;re getting back from your involvement in it.  How can you measure your social media ROI?  And what do you need to evaluate to adapt your strategies for better results in the future?   Looking at client case study examples like the World Cup, 3D television and the UK iPad launch, this session highlights best practices for social media measurement and how to interpret your results. 
            
            
            Peter Granat, CEO of Europe, Cision
            
            
        
        
            
            
        
        
            
            16:35
            
            
            The hypotheticals debate
            
             
            The Jerry Springer Show meets the Moral Maze in an intellectual hybrid that re-enacts one of the all-time greatest communications challenges. The favourite session from the last Social Media in a Corporate Context conference.
            Stephen Waddington, managing director, Speed Communications
            Karl Brookes, Head of communications and marketing, NHS Salford
            
            Many more speakers to be announced 
            
            
            
        
        
            
            
        
        
            
            
            17:30
            
            
            Closing address
            Neil Gibbons, editor, Communicate magazine
            
        
    


 
 
 
 
  
 
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            <pubDate>Fri, 16 Jul 2010 23:24:21 GMT</pubDate>
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                Book online by following the link to the right
                Phone the booking hotline on +44 20 7498 7008
                Download and complete the booking form and post to Cravenhill Publishing, 26-32 Voltaire Rd, London SW4 6DH (available here shortly)
            
            
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            <description><![CDATA[What would you like to see on next year&rsquo;s conference programme? From whom do you think you can learn the most? 
 
After the recent success of our Social Media in a Corporate Context conference, we&rsquo;re now taking Pacesetter Place bookings for next year&rsquo;s event. This includes the fantastic opportunity to help with the creation of the conference programme, producing an event tailor-made for you. Whether you want to hear more on social media measurement, protecting your brand online or social media newsrooms &ndash; now&rsquo;s your chance to let us know.


Pacesetters also benefit from a free subscription to Communicate magazine and a saving of over &pound;600 &ndash; when you book one ticket, we&rsquo;ll include a colleague&rsquo;s place completely free of charge. 
 
Don't worry if you change roles, move or book that holiday of a lifetime. Come the time of the conference, Communicate magazine is happy to provide a full refund or transfer your place to a colleague.*


Hurry &ndash; only 20 Pacesetter Places available.
 
Call now on 020 7498 7008 or email Felicity Stewart (mailto:felicity.stewart@communicatemagazine.co.uk) for more details.
 
 
 
 
*You will be able to substitute another name, or cancel for a full refund 2 months before the date of the conference.
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            <description><![CDATA[Delegates to Social Media in a Corporate Context 2010 produced 327 tweets (that we know of) during the course of the day. Here are some of our favourites.
 











 
 
 
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            <pubDate>Wed, 05 May 2010 00:46:01 GMT</pubDate>
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