Programme Tuesday | Wednesday | Thursday Please note: all session dates and timings in the programme are still subject to change until confirmed via speaker briefs directly. Tuesday - 21st MayPre-Summit Meetings and Networking – Tuesday 12:00 - 19:00 Registration Registration desk for delegates will be open from 12pm to 7pm. 2nd Floor, Grand Hotel Millennium Sofia 12:00 - 15:30 International Board Meeting AMEC International Board of Directors Planning Meeting (closed session). Columbus Hall 16:00 - 17:30 Commetric Sponsored Speed Networking Newton Hall, Host: Commetric Join us for our exciting speed networking session where you will have the opportunity to meet and connect with fellow attendees in a fun and engaging way. During the session, each person will have a two-minute window to engage in conversation with someone they have not yet met, allowing you to learn about their background and what they do while also sharing your own experiences. Be sure to bring plenty of business cards and take advantage of this unique opportunity to build valuable connections and make the most out of the conference. 18:00 - 20:00 Opoint Sponsored Networking Drinks Exhibitor Hall, Host: Opoint The 2024 AMEC Global Summit on Measurement and Evaluation opens with a welcome drinks reception. The perfect way to start your Summit experience, meet friends, make new introductions and talk to sponsors/exhibitors. The welcome drinks reception is sponsored by Opoint. Wednesday - 22nd MayDay One – Wednesday 22nd May 00:00 - 00:00 Please note: all session dates and timings in the programme are still subject to change until confirmed via speaker briefs directly. 07:00 - 17:00 Registration Collect your delegate badge and welcome pack. 2nd Floor, Grand Hotel Millennium Sofia 07:30 - 08:45 Delegate Breakfast 08:30 - 17:00 Exhibition Area Second Floor Foyer Network with exhibitors and sponsors to review emerging technology solutions. 09:00 - 09:15 Welcome & Housekeeping Millennium Room Johna Burke, Global Managing Director, AMEC Aseem Sood, Chairman, AMEC, CEO, Impact Research & Measurement Pvt. Ltd Ilia Krustev, CEO, A Data Pro 09:15 - 09:40 Vassil Terziev, Sofia Mayor Millennium Room Coming Soon 09:40 - 10:05 LinkedIn Nicole Moreo, Director, Customer Insights North America, LinkedIn Marketing Solutions Millennium Room Coming Soon 10:05 - 10:30 UNDP Weather Kids – Global Taskforce For GOOD Dylan Lowthian, UNDP Andras Sztaniszlav, ICCO Rob Morbin, ICCO Millennium Room During this session delegates will learn more about the UNDP Weather Kids project and how AMEC Members advised on the Measurement and Evaluation. 10:30 - 10:50 Networking Break Exhibitor Hall 10:50 - 11:10 Firestarter: Value of Communication the Astra Group Journey of Embracing Measurement Elmerilia Lonna, Head of Communications Management System & Partnership, PT Astra International Tbk - Head Office Millennium Room PT Astra International Tbk is one of the largest conglomerates in Indonesia, consisting of more than 200 companies. Astra Communications Management System, under Corporate Communications Astra, has played a key role in advocating for the adoption of the AMEC Integrated Evaluation Framework (AMEC IEF) throughout the group. Key Takeaways will include: Buy-In, First Steps, Implementation. 11:10 - 11:30 Keynote Millennium Room Coming Soon 11:30 - 12:00 The Future of Reputation Measurement Roy Persson, Head of Corporate Reputation & PR, National Research Group & Sarah Myles, Director, Communications Measurement & Insights, McDonald's Millennium Room Speakers will walk the audience through the brand v reputation techniques to understanding both, and a new disruptive approach to reputation measurement that prioritizes and builds a company’s reputation through a focus on values and integrity Key takeaways include: A stronger understanding of what Reputation really is (and what Brand is too for that matter), as well as The key characteristics and drivers of Reputation that most effectively ladder up to creating Strong Reputation outcomes for the organization (Safeguarding Goodwill and Business Enhancement). The audience will also understand how this framework empowers communicators and impacts teams to better understand and shape initiatives, policies, and commitments that will create Reputational value for the company. 12:15 - 12:35 Measurement in the Middle: Creating Value in a Communications Value Chain Andrew Perrin, Strategic and Corporate Communications Specialist, Asian Development Bank (ADB) Millennium Room This session will focus on ADB’s communication journey from vanity to value, the decisions made, the challenges faced, and the impacts on communications effectiveness and efficiency. Key takeaways include: Why a measurement and evaluation (M&E) approach makes sense for an organization like ADB Insight into the framework in action: from logic model to application How embedding data collection, analysis, and insights-sharing processes into a communication value chain strengthens upstream planning and client engagement to reach target audiences, and improves downstream communications performance and effectiveness. Understanding of the challenges on an M&E journey and ways to address them The future of communications in a development context and how an M&E framework will help get us there 12:35 - 13:00 Copyright Today – Current Environment, Survey And A Possibility Christophe Dickes, Global Media & Copyright Director, Onclusive Dr. Thomas Netousek, CEO, eMedia Monitor Millennium Room Coming Soom 13:00 - 14:00 Networking Lunch M Restaurant, Fl. 3 Roundtable discussions 14:00 - 15:00 Next Gen: The Topics And Trends Motivating Their Choices And Thinking Einstien Room, Closed Session 14:05 - 14:30 Advancing Sponsorship Research: An Integrated Measurement Framework for Marketing Communications Larry DeGaris, Executive Director, Medill Spiegel Research Center at Northwestern University Millennium Room AMEC SAREC Scholarship winner Larry DeGaris is the Executive Director of the Medill Spiegel Research Center at Northwestern University, where he leads efforts to conduct applied research to improve integrated marketing communications practice. A leading expert on sponsorship and sports marketing, his research bridges the rigor of academic scholarship with the relevance of industry practice. Industry executives from sponsors such as General Motors, Miller Lite, Pepsi, UPS, and Allstate, have used his research to guide their multi-million-dollar sponsorship spending, adding rigor to their decision-making progress. He has used the same data sets for papers published in scholarly publications, adding relevance to the scholarly literature. 14:30 - 14:50 Keynote Millennium Room Coming Soon 14:40 - 15:40 One-Third of PhD in Evaluation in Less Than One Hour Jim Macnamara, Distinguished Professor in the School of Communication at the University of Technology Sydney Millennium Room Knowledge is power. The peak qualification in research and academic knowledge is a PhD. AMEC members and AMEC Summit attendees are leaders in the field of public communication – a field that is rapidly evolving and professionalizing. So, they need to continue to acquire knowledge including advanced knowledge. In this session, distinguished academic researcher and supervisor of PhD students, Jim Macnamara, will impart one-third of the knowledge required for a PhD in evaluation of public communication in less than one hour including Q&A, condensing and compressing vital advanced knowledge into simple explanations and practical applications. You don’t have to submit a thesis, but each attendee in this session will receive a signed ‘P’ Certificate (one-third of a PhD) from AMEC and a copy of practical workbook produced by Jim Macnamara containing tips, models, and templates for evaluation 15:40 - 16:00 Networking Break Exhibition Room 16:00 - 16:45 AI, Copyright and Misinformation Moderator: Raina Lazarova, Co-Founder and COO of Ruepoint, AMEC Board Member Panel: Mariya Jeliazova, Cluster Communications Lead, Balkans, AstraZeneca, Svetoslav Ivanov, Journalist and TV Anchor, bTV, Kalin Dimtchev, General Manager Adriatics Region, Microsoft Panel, Millennium Room Panel discussion on the topic of AI, Copyright and Misinformation, presenting an array of perspectives with stakeholders in the industry. Key Take Aways: 1. What is the future of AI development and how will it impact our industry 2. What are the consequences from new copyright legislation on AI generated content 3. How to fight mis and disinformation from the use of generative AI 4. How to regain trust in communication in the age of AI media noise 16:45 - 17:05 How Data And Measurement Saved Me In The Boardroom Andre Manning, Director Corporate Communications and Public Affairs Tata Steel in Europe Millennium Room During his career in communications André has been challenged on the effectiveness of his teams and their work. At least three times a pledge for data based communications has been critical to his success. Focusing on measurement of activities but more important using data for defining campaigns and activities have become key elements of his toolkit. 17:05 - 17:30 Day One Summary Assem Sood, CEO, Impact Research & Measurement Pvt. Ltd & Chairman, AMEC Millennium Room 19:00 - 20:00 Networking Drinks 20:00 - 00:00 Evening Summit Gala Dinner (Bulgarian Prom Theme Evening) Theme: Bulgarian Prom: All delegates are encouraged to dress according to the 2024 Dinner theme which is all things Prom! Gala: 4th floor Shakespeare & Mozart Halls Thursday - 23rd MayDay Two- Thursday 23rd May 00:00 - 00:00 Please note: all session dates and timings in the programme are still subject to change until confirmed via speaker briefs directly. 07:00 - 17:00 Registration Collect your delegate badge and welcome pack. 2nd Floor, Grand Hotel Millennium Sofia 07:30 - 08:45 Delegate Breakfast 08:30 - 17:00 Exhibition Area Second Floor Foyer Network with exhibitors and sponsors to review emerging technology solutions. 08:45 - 09:00 Welcome & Housekeeping Millennium Room Johna Burke, Global Managing Director, AMEC Aseem Sood, Chairman, AMEC, CEO, Impact Research & Measurement Pvt. Ltd Ilia Krustev, CEO, A Data Pro 09:00 - 09:30 Data For Disruption How Teams Can Use Data To Disrupt And Grow The Business Jonny Bentwood, Global President, Data & Analytics, Golin Millennium Room How teams can use data to disrupt and grow the business; key takeaways will include: 1) Winning new business through data led insight 2) Unlocking revenue streams though identifying misinformation 3) Revenue generation through outcome based reporting 09:30 - 10:00 Applying Media Intelligence To The Detection, Measurement, and Analysis of Disinformation Devora Kotseva, Media Analyst, A Data Pro & Todor Kiriakov, Training Specialist, A Data Pro Einstein Room Information Operations based on disinformation and propaganda have emerged as a global challenge, with malign actors exploiting the marketplace of ideas to reach wider audiences and stoke division and distrust. The scope of such operations is amplified thanks in part to techniques we associate with social media’s adaptive business model. Media intelligence can provide quantitative and qualitative methods for the monitoring, measurement, and assessment of disinformation-based operations. We will share how different methodologies, enhanced by media intelligence technologies, can assist relevant stakeholders in their efforts to formulate effective countermeasures. 1. Information operations that rely on disinformation and propaganda can be measured and evaluated, just like any type of communication. 2. Identifying the outputs and outcomes of Information Operations, alongside the actors behind them and the techniques they use, can help devise ways to counter them. 3. Recognising the objectives and measuring the potential impact of Information Operations can inform strategic efforts to strengthen societies’ resilience to disinformation. 4. By measuring and assessing disinformation-based communication, media intelligence professionals can contribute to the increased resilience of our societies 09:30 - 09:50 Leveraging Insights To Combat Disinformation in an Increasingly Polarized Society Tina Mccorkindale, The Institute for Public Relations, President & CEO Millennium Room Leveraging insights to combat disinformation in an increasingly polarized society. In a world marked by escalating polarization and a challenging geopolitical environment, this session draws from the latest Institute for Public Relations annual disinformation study to provide a critical examination of the impact of disinformation in organizations and in society. This session will help communication leaders by providing: An overview of the current state of disinformation, Actionable insights and strategies to help organizations combat disinformation, Tools to detect disinformation and mitigate risks, Resources using a behavioral science lens to help prevent the adoption and spread disinformation. 09:50 - 10:30 M&A: Leadership At The Heart Of Threats, Opportunities And Operationalizing Research John Croll, Co-Founder & CEO, Truescope, Mazen Nahawi, Founder & CEO, CARMA, Sandra Macleod, Group CEO, Echo Research Panel, Millennium Room 10:00 - 10:30 “Big Data In Communication: Finding The Needle In The Haystack Or The Message In The Noise – AI And ML Strategies For Managing Vast Data Volumes” Panel, Einstein Room 10:30 - 11:00 PR Measurement The Now and Tomorrow Matt Oakley, Global Head of Data & Analytics, Hotwire, Natan Edelsburg, Chief Partnerships Officer, Muck Rack Fireside Chat, Einstein Room Hotwire, the award-winning global technology PR, comms and marketing firm, empowers the most innovative brands. A leader in their devotion to technology, Hotwire is dedicated to helping clients harness the power of cutting-edge measurement analytics and data to demonstrate the true value of their initiatives. To support this mission, they recently conducted a PR Measurement Benchmark Assessment survey to help clients including Indeed, eBay, and Endava evaluate and scale their current measurement tactics. Join us for a fireside chat where Natan Edelsburg, Chief Partnerships Officer at Muck Rack, will engage in a conversation with Hotwire’s Global Head of Data & Analytics and AMEC Board Member, Matt Oakley. Discover key insights from their survey, delve into Hotwire’s personalized approach to steering professionals toward improved measurement strategies using tools and best practices like Muck Rack and AMEC’s Measurement Framework, and explore the intersection of measurement and leadership. Muck Rack, an AMEC member, will tap into their latest research reports on measurement and leadership to drive the discussion. 1. The current state of measurement in PR and communications and insights from Hotwire’s assessment survey 2. Best practices for leveling up measurement including tools and frameworks like Muck Rack and AMEC’s Measurement Framework 3. Success stories from Hotwire clients who’ve elevated their measurement maturity and how 10:30 - 11:00 The Art Of The Perfect Blend: How To Partner For High-Impact Product Innovation Amrita Sidhu, Managing Director, Medianet & Nesin Veli, Product & Service Manager, Identrics Millennium Room High-quality ingredients, the right tools, and an experienced skillset – the necessary components of a great cocktail – and a great partnership. Join Amrita Sidhu (Medianet) and Nesin Veli (Identrics) as they share the secret recipe for the fusion, setting a new standard in the industry, by elevating product quality and delivering impactful results for clients. 1. Begin with precision: Discover the recipe for Medianet’s success, achieving a remarkable 370% increase in material updates through a partnership with Identrics. 2. Incorporate efficiency: Follow the workforce optimization journey and productivity enhancement. 3. Master the blend: Understand the technologies behind success, creating a high-impact product innovation that stands out. 4. Sip the taste of insights: Explore how Medianet optimizes their insights reports with automated enrichments, creating a blend that enhances the overall product experience. 5. Garnish with future-thinking: Find out what innovations Medianet plans to implement next. 11:00 - 11:15 Networking Break 11:15 - 11:45 SAAS Needs CAAS: AI Makes Consultation Increasingly Important Orla Graham, CARMA, Jeff Stacey, Notified, Ed Morley, Point 600 Panel, Einstien Room The panel will discuss: *consultative value in the SAAS model *why AI makes Consulting As A Serice increasingly important for insights 11:15 - 11:35 From Idea Spark To Final Coverage: Using AI + Data to Navigate the Media Landscape Jack Murray, CEO & Founder, MediaHQ Millennium Room In this keynote, we unravel the data-driven journey of a PR practitioner, from the inception of a story idea to its far-reaching impact. We delve into AI-empowered content creation, precision distribution and comprehensive analytics, showcasing how data shapes decisions and amplifies storytelling success. Real-world case studies illuminate this path to media intelligence excellence. 1. The importance of data in the media intelligence industry 2. The central theme of the talk: tracing the journey of one PR practitioner’s story through data 3. Emphasising the transformative power of data in modern media outreach 11:35 - 12:00 GPT: Great Proof Tech Or Got Problems Tech. What We’ve Learned About AI And What We Still Want Maya Koleva, Director, Research & Insights, Commetric Panel, Millennium Room It has been 18+ months since everyone started talking about generative AI and how it will change many industries, including PR measurement and evaluation. Many teams have been working with AI for a long time, and many others started exploring how large language models or machine learning can help their business and implementing off-the-shelf or own solutions. But what changed? What did we learn along the way? 1. What are the new tools and offerings that are, or at least claim to be, game-changers? 2. What works amazingly well and what doesn’t make a lot of sense (yet)? 3. How many people are losing their jobs due to the increasing use of AI in the industry? 4. What are the end clients’ reactions, what are they buying, what do they trust? 5. How can AI help comms and PR practitioners go down the DIY (do-it-yourself) route in PR measurement? 6. What this means for PR measurement providers? 11:35 - 12:00 Keynote Einstein Room 12:00 - 12:30 In AI We Trust – Do We? Julia Petryk, Co-founder, PR Army, Christina Rettig, Ana Adi, Professor of Public Relations/Corporate Communication, Quadriga University of Applied Sciences Panel, Millennium Room This panel conversation aims to revisit AI, fighting disinformation with focus on the PR/Comms practitioners own perceptions of and trust in the technology. In doing so, this session aims to: • revisit the relationship between trust and trustworthiness and discuss how it related to AI use and AI use in PR • present insights gained from German practitioners and MBA and MA students • compare the insight with reflections gained from the AI in PR book published at Quadriga Univeristy of Applied Sciences in June 2023 • discuss the implications for the future of PR practice and meas 12:15 - 12:35 Keynote Einstein Room 12:30 - 12:50 Global Trends For Communications Leaders Matt Painter, Managing Director, Ipsos Corporate Reputation Millennium Room In this session Matt will share the latest Ipsos data & insights to shine a light on the trends, challenges and issues confronting communications leaders in 2024. He’ll draw on findings from the 2024 Ipsos Reputation Council report, based on interviews with 135 CCOs from 23 countries, along with the Ipsos ESG Council, Issues Index, What Worries the World, Populism in 2024 Survey and latest research into trust. 12:35 - 12:55 Keynote Einstien Room Coming Soon 12:55 - 14:00 Networking Lunch M Restaurant, Fl. 3 14:00 - 14:30 To Build Or To Buy Allison Spray, Managing Director, Data + Analytics, H+K Strategies Kyle Mason, Head of External Monitoring – Corporate Relations, Shell plc Panel, Millennium Room 14:30 - 14:50 Is Your Data “AI-Ready”? Fixing Data Quality Issues Rob Key, CEO, Converseon Millennium Room Coming Soon 14:50 - 15:20 Keynote Millennium Room Coming Soon 15:20 - 15:45 Understanding Top Reputational Risks: Navigating the Era of Permacrisis Kosta Petrov, Founder and Managing Director, P World Millennium Room Understanding Top Reputational Risks: Navigating the Era of Permacrisis in an era where crises have become perpetual and societal upheaval is the norm, protecting one’s reputation is paramount. Join us for an in-depth exploration of the top reputational threats facing individuals and organizations today. From political turmoil to cancel culture, this session will provide invaluable insights into crafting effective crisis planning strategies to safeguard your reputation amidst the challenges of permacrisis. 15:45 - 16:15 Next Gen: The Topics And Trends Motivating Their Choices And Thinking Millennium Room Coming Soon 15:45 - 16:00 Networking Break Exhibition Room 16:15 - 16:45 Are We Outsourcing Our Curiosity To An Algorithm? The Challenges To Innovation And Creativity In A Digital World Paul Spiers, Founder, The New P&L Institute; Host, The New P&L - Principles & Leadership in Business Millennium Room Rich, inspirational and dynamic creativity needs rich and diverse sources of foundational curiosity for it to thrive. However, in a world where we increasingly turn first to our screens for inspiration, we come upon a paradox: we have access to more information than ever, but because of our previous search histories and preferences, the algorithms feed us ‘more of the same’ and far less genuinely diverse inspiration to spark and feed our curiosity. This limits our creative ambition and perhaps ultimately, the creativity that forms the basis of our corporate innovation. In this keynote, Paul Spiers, Founder of The New P&L Brand Purpose Institute and Host of the global business podcast, – The New P&L – Principles & Leadership will explores the challenges to business innovation and creativity in a digital world. 1. Why curiosity is critical to business success 2. The dangers to business innovation of ‘outsourcing our curiosity to an algorithm’ 3. Why right now is a critical moment for businesses in regard to the Curiosity + Creativity = Innovation equation 4. What business leaders and entrepreneurs can do to reengage their natural sense of curiosity to the benefit of themselves and their businesses 16:45 - 17:15 Closing Remarks Assem Sood, CEO, Impact Research & Measurement Pvt. Ltd & Chairman, AMEC Millennium Room Please note: all session dates and timings in the programme are still subject to change until confirmed via speaker briefs directly.
12:00 - 19:00 Registration Registration desk for delegates will be open from 12pm to 7pm. 2nd Floor, Grand Hotel Millennium Sofia
12:00 - 15:30 International Board Meeting AMEC International Board of Directors Planning Meeting (closed session). Columbus Hall
16:00 - 17:30 Commetric Sponsored Speed Networking Newton Hall, Host: Commetric Join us for our exciting speed networking session where you will have the opportunity to meet and connect with fellow attendees in a fun and engaging way. During the session, each person will have a two-minute window to engage in conversation with someone they have not yet met, allowing you to learn about their background and what they do while also sharing your own experiences. Be sure to bring plenty of business cards and take advantage of this unique opportunity to build valuable connections and make the most out of the conference.
18:00 - 20:00 Opoint Sponsored Networking Drinks Exhibitor Hall, Host: Opoint The 2024 AMEC Global Summit on Measurement and Evaluation opens with a welcome drinks reception. The perfect way to start your Summit experience, meet friends, make new introductions and talk to sponsors/exhibitors. The welcome drinks reception is sponsored by Opoint.
00:00 - 00:00 Please note: all session dates and timings in the programme are still subject to change until confirmed via speaker briefs directly.
07:00 - 17:00 Registration Collect your delegate badge and welcome pack. 2nd Floor, Grand Hotel Millennium Sofia
08:30 - 17:00 Exhibition Area Second Floor Foyer Network with exhibitors and sponsors to review emerging technology solutions.
09:00 - 09:15 Welcome & Housekeeping Millennium Room Johna Burke, Global Managing Director, AMEC Aseem Sood, Chairman, AMEC, CEO, Impact Research & Measurement Pvt. Ltd Ilia Krustev, CEO, A Data Pro
09:40 - 10:05 LinkedIn Nicole Moreo, Director, Customer Insights North America, LinkedIn Marketing Solutions Millennium Room Coming Soon
10:05 - 10:30 UNDP Weather Kids – Global Taskforce For GOOD Dylan Lowthian, UNDP Andras Sztaniszlav, ICCO Rob Morbin, ICCO Millennium Room During this session delegates will learn more about the UNDP Weather Kids project and how AMEC Members advised on the Measurement and Evaluation.
10:50 - 11:10 Firestarter: Value of Communication the Astra Group Journey of Embracing Measurement Elmerilia Lonna, Head of Communications Management System & Partnership, PT Astra International Tbk - Head Office Millennium Room PT Astra International Tbk is one of the largest conglomerates in Indonesia, consisting of more than 200 companies. Astra Communications Management System, under Corporate Communications Astra, has played a key role in advocating for the adoption of the AMEC Integrated Evaluation Framework (AMEC IEF) throughout the group. Key Takeaways will include: Buy-In, First Steps, Implementation.
11:30 - 12:00 The Future of Reputation Measurement Roy Persson, Head of Corporate Reputation & PR, National Research Group & Sarah Myles, Director, Communications Measurement & Insights, McDonald's Millennium Room Speakers will walk the audience through the brand v reputation techniques to understanding both, and a new disruptive approach to reputation measurement that prioritizes and builds a company’s reputation through a focus on values and integrity Key takeaways include: A stronger understanding of what Reputation really is (and what Brand is too for that matter), as well as The key characteristics and drivers of Reputation that most effectively ladder up to creating Strong Reputation outcomes for the organization (Safeguarding Goodwill and Business Enhancement). The audience will also understand how this framework empowers communicators and impacts teams to better understand and shape initiatives, policies, and commitments that will create Reputational value for the company.
12:15 - 12:35 Measurement in the Middle: Creating Value in a Communications Value Chain Andrew Perrin, Strategic and Corporate Communications Specialist, Asian Development Bank (ADB) Millennium Room This session will focus on ADB’s communication journey from vanity to value, the decisions made, the challenges faced, and the impacts on communications effectiveness and efficiency. Key takeaways include: Why a measurement and evaluation (M&E) approach makes sense for an organization like ADB Insight into the framework in action: from logic model to application How embedding data collection, analysis, and insights-sharing processes into a communication value chain strengthens upstream planning and client engagement to reach target audiences, and improves downstream communications performance and effectiveness. Understanding of the challenges on an M&E journey and ways to address them The future of communications in a development context and how an M&E framework will help get us there
12:35 - 13:00 Copyright Today – Current Environment, Survey And A Possibility Christophe Dickes, Global Media & Copyright Director, Onclusive Dr. Thomas Netousek, CEO, eMedia Monitor Millennium Room Coming Soom
14:00 - 15:00 Next Gen: The Topics And Trends Motivating Their Choices And Thinking Einstien Room, Closed Session
14:05 - 14:30 Advancing Sponsorship Research: An Integrated Measurement Framework for Marketing Communications Larry DeGaris, Executive Director, Medill Spiegel Research Center at Northwestern University Millennium Room AMEC SAREC Scholarship winner Larry DeGaris is the Executive Director of the Medill Spiegel Research Center at Northwestern University, where he leads efforts to conduct applied research to improve integrated marketing communications practice. A leading expert on sponsorship and sports marketing, his research bridges the rigor of academic scholarship with the relevance of industry practice. Industry executives from sponsors such as General Motors, Miller Lite, Pepsi, UPS, and Allstate, have used his research to guide their multi-million-dollar sponsorship spending, adding rigor to their decision-making progress. He has used the same data sets for papers published in scholarly publications, adding relevance to the scholarly literature.
14:40 - 15:40 One-Third of PhD in Evaluation in Less Than One Hour Jim Macnamara, Distinguished Professor in the School of Communication at the University of Technology Sydney Millennium Room Knowledge is power. The peak qualification in research and academic knowledge is a PhD. AMEC members and AMEC Summit attendees are leaders in the field of public communication – a field that is rapidly evolving and professionalizing. So, they need to continue to acquire knowledge including advanced knowledge. In this session, distinguished academic researcher and supervisor of PhD students, Jim Macnamara, will impart one-third of the knowledge required for a PhD in evaluation of public communication in less than one hour including Q&A, condensing and compressing vital advanced knowledge into simple explanations and practical applications. You don’t have to submit a thesis, but each attendee in this session will receive a signed ‘P’ Certificate (one-third of a PhD) from AMEC and a copy of practical workbook produced by Jim Macnamara containing tips, models, and templates for evaluation
16:00 - 16:45 AI, Copyright and Misinformation Moderator: Raina Lazarova, Co-Founder and COO of Ruepoint, AMEC Board Member Panel: Mariya Jeliazova, Cluster Communications Lead, Balkans, AstraZeneca, Svetoslav Ivanov, Journalist and TV Anchor, bTV, Kalin Dimtchev, General Manager Adriatics Region, Microsoft Panel, Millennium Room Panel discussion on the topic of AI, Copyright and Misinformation, presenting an array of perspectives with stakeholders in the industry. Key Take Aways: 1. What is the future of AI development and how will it impact our industry 2. What are the consequences from new copyright legislation on AI generated content 3. How to fight mis and disinformation from the use of generative AI 4. How to regain trust in communication in the age of AI media noise
16:45 - 17:05 How Data And Measurement Saved Me In The Boardroom Andre Manning, Director Corporate Communications and Public Affairs Tata Steel in Europe Millennium Room During his career in communications André has been challenged on the effectiveness of his teams and their work. At least three times a pledge for data based communications has been critical to his success. Focusing on measurement of activities but more important using data for defining campaigns and activities have become key elements of his toolkit.
17:05 - 17:30 Day One Summary Assem Sood, CEO, Impact Research & Measurement Pvt. Ltd & Chairman, AMEC Millennium Room
20:00 - 00:00 Evening Summit Gala Dinner (Bulgarian Prom Theme Evening) Theme: Bulgarian Prom: All delegates are encouraged to dress according to the 2024 Dinner theme which is all things Prom! Gala: 4th floor Shakespeare & Mozart Halls
00:00 - 00:00 Please note: all session dates and timings in the programme are still subject to change until confirmed via speaker briefs directly.
07:00 - 17:00 Registration Collect your delegate badge and welcome pack. 2nd Floor, Grand Hotel Millennium Sofia
08:30 - 17:00 Exhibition Area Second Floor Foyer Network with exhibitors and sponsors to review emerging technology solutions.
08:45 - 09:00 Welcome & Housekeeping Millennium Room Johna Burke, Global Managing Director, AMEC Aseem Sood, Chairman, AMEC, CEO, Impact Research & Measurement Pvt. Ltd Ilia Krustev, CEO, A Data Pro
09:00 - 09:30 Data For Disruption How Teams Can Use Data To Disrupt And Grow The Business Jonny Bentwood, Global President, Data & Analytics, Golin Millennium Room How teams can use data to disrupt and grow the business; key takeaways will include: 1) Winning new business through data led insight 2) Unlocking revenue streams though identifying misinformation 3) Revenue generation through outcome based reporting
09:30 - 10:00 Applying Media Intelligence To The Detection, Measurement, and Analysis of Disinformation Devora Kotseva, Media Analyst, A Data Pro & Todor Kiriakov, Training Specialist, A Data Pro Einstein Room Information Operations based on disinformation and propaganda have emerged as a global challenge, with malign actors exploiting the marketplace of ideas to reach wider audiences and stoke division and distrust. The scope of such operations is amplified thanks in part to techniques we associate with social media’s adaptive business model. Media intelligence can provide quantitative and qualitative methods for the monitoring, measurement, and assessment of disinformation-based operations. We will share how different methodologies, enhanced by media intelligence technologies, can assist relevant stakeholders in their efforts to formulate effective countermeasures. 1. Information operations that rely on disinformation and propaganda can be measured and evaluated, just like any type of communication. 2. Identifying the outputs and outcomes of Information Operations, alongside the actors behind them and the techniques they use, can help devise ways to counter them. 3. Recognising the objectives and measuring the potential impact of Information Operations can inform strategic efforts to strengthen societies’ resilience to disinformation. 4. By measuring and assessing disinformation-based communication, media intelligence professionals can contribute to the increased resilience of our societies
09:30 - 09:50 Leveraging Insights To Combat Disinformation in an Increasingly Polarized Society Tina Mccorkindale, The Institute for Public Relations, President & CEO Millennium Room Leveraging insights to combat disinformation in an increasingly polarized society. In a world marked by escalating polarization and a challenging geopolitical environment, this session draws from the latest Institute for Public Relations annual disinformation study to provide a critical examination of the impact of disinformation in organizations and in society. This session will help communication leaders by providing: An overview of the current state of disinformation, Actionable insights and strategies to help organizations combat disinformation, Tools to detect disinformation and mitigate risks, Resources using a behavioral science lens to help prevent the adoption and spread disinformation.
09:50 - 10:30 M&A: Leadership At The Heart Of Threats, Opportunities And Operationalizing Research John Croll, Co-Founder & CEO, Truescope, Mazen Nahawi, Founder & CEO, CARMA, Sandra Macleod, Group CEO, Echo Research Panel, Millennium Room
10:00 - 10:30 “Big Data In Communication: Finding The Needle In The Haystack Or The Message In The Noise – AI And ML Strategies For Managing Vast Data Volumes” Panel, Einstein Room
10:30 - 11:00 PR Measurement The Now and Tomorrow Matt Oakley, Global Head of Data & Analytics, Hotwire, Natan Edelsburg, Chief Partnerships Officer, Muck Rack Fireside Chat, Einstein Room Hotwire, the award-winning global technology PR, comms and marketing firm, empowers the most innovative brands. A leader in their devotion to technology, Hotwire is dedicated to helping clients harness the power of cutting-edge measurement analytics and data to demonstrate the true value of their initiatives. To support this mission, they recently conducted a PR Measurement Benchmark Assessment survey to help clients including Indeed, eBay, and Endava evaluate and scale their current measurement tactics. Join us for a fireside chat where Natan Edelsburg, Chief Partnerships Officer at Muck Rack, will engage in a conversation with Hotwire’s Global Head of Data & Analytics and AMEC Board Member, Matt Oakley. Discover key insights from their survey, delve into Hotwire’s personalized approach to steering professionals toward improved measurement strategies using tools and best practices like Muck Rack and AMEC’s Measurement Framework, and explore the intersection of measurement and leadership. Muck Rack, an AMEC member, will tap into their latest research reports on measurement and leadership to drive the discussion. 1. The current state of measurement in PR and communications and insights from Hotwire’s assessment survey 2. Best practices for leveling up measurement including tools and frameworks like Muck Rack and AMEC’s Measurement Framework 3. Success stories from Hotwire clients who’ve elevated their measurement maturity and how
10:30 - 11:00 The Art Of The Perfect Blend: How To Partner For High-Impact Product Innovation Amrita Sidhu, Managing Director, Medianet & Nesin Veli, Product & Service Manager, Identrics Millennium Room High-quality ingredients, the right tools, and an experienced skillset – the necessary components of a great cocktail – and a great partnership. Join Amrita Sidhu (Medianet) and Nesin Veli (Identrics) as they share the secret recipe for the fusion, setting a new standard in the industry, by elevating product quality and delivering impactful results for clients. 1. Begin with precision: Discover the recipe for Medianet’s success, achieving a remarkable 370% increase in material updates through a partnership with Identrics. 2. Incorporate efficiency: Follow the workforce optimization journey and productivity enhancement. 3. Master the blend: Understand the technologies behind success, creating a high-impact product innovation that stands out. 4. Sip the taste of insights: Explore how Medianet optimizes their insights reports with automated enrichments, creating a blend that enhances the overall product experience. 5. Garnish with future-thinking: Find out what innovations Medianet plans to implement next.
11:15 - 11:45 SAAS Needs CAAS: AI Makes Consultation Increasingly Important Orla Graham, CARMA, Jeff Stacey, Notified, Ed Morley, Point 600 Panel, Einstien Room The panel will discuss: *consultative value in the SAAS model *why AI makes Consulting As A Serice increasingly important for insights
11:15 - 11:35 From Idea Spark To Final Coverage: Using AI + Data to Navigate the Media Landscape Jack Murray, CEO & Founder, MediaHQ Millennium Room In this keynote, we unravel the data-driven journey of a PR practitioner, from the inception of a story idea to its far-reaching impact. We delve into AI-empowered content creation, precision distribution and comprehensive analytics, showcasing how data shapes decisions and amplifies storytelling success. Real-world case studies illuminate this path to media intelligence excellence. 1. The importance of data in the media intelligence industry 2. The central theme of the talk: tracing the journey of one PR practitioner’s story through data 3. Emphasising the transformative power of data in modern media outreach
11:35 - 12:00 GPT: Great Proof Tech Or Got Problems Tech. What We’ve Learned About AI And What We Still Want Maya Koleva, Director, Research & Insights, Commetric Panel, Millennium Room It has been 18+ months since everyone started talking about generative AI and how it will change many industries, including PR measurement and evaluation. Many teams have been working with AI for a long time, and many others started exploring how large language models or machine learning can help their business and implementing off-the-shelf or own solutions. But what changed? What did we learn along the way? 1. What are the new tools and offerings that are, or at least claim to be, game-changers? 2. What works amazingly well and what doesn’t make a lot of sense (yet)? 3. How many people are losing their jobs due to the increasing use of AI in the industry? 4. What are the end clients’ reactions, what are they buying, what do they trust? 5. How can AI help comms and PR practitioners go down the DIY (do-it-yourself) route in PR measurement? 6. What this means for PR measurement providers?
12:00 - 12:30 In AI We Trust – Do We? Julia Petryk, Co-founder, PR Army, Christina Rettig, Ana Adi, Professor of Public Relations/Corporate Communication, Quadriga University of Applied Sciences Panel, Millennium Room This panel conversation aims to revisit AI, fighting disinformation with focus on the PR/Comms practitioners own perceptions of and trust in the technology. In doing so, this session aims to: • revisit the relationship between trust and trustworthiness and discuss how it related to AI use and AI use in PR • present insights gained from German practitioners and MBA and MA students • compare the insight with reflections gained from the AI in PR book published at Quadriga Univeristy of Applied Sciences in June 2023 • discuss the implications for the future of PR practice and meas
12:30 - 12:50 Global Trends For Communications Leaders Matt Painter, Managing Director, Ipsos Corporate Reputation Millennium Room In this session Matt will share the latest Ipsos data & insights to shine a light on the trends, challenges and issues confronting communications leaders in 2024. He’ll draw on findings from the 2024 Ipsos Reputation Council report, based on interviews with 135 CCOs from 23 countries, along with the Ipsos ESG Council, Issues Index, What Worries the World, Populism in 2024 Survey and latest research into trust.
14:00 - 14:30 To Build Or To Buy Allison Spray, Managing Director, Data + Analytics, H+K Strategies Kyle Mason, Head of External Monitoring – Corporate Relations, Shell plc Panel, Millennium Room
14:30 - 14:50 Is Your Data “AI-Ready”? Fixing Data Quality Issues Rob Key, CEO, Converseon Millennium Room Coming Soon
15:20 - 15:45 Understanding Top Reputational Risks: Navigating the Era of Permacrisis Kosta Petrov, Founder and Managing Director, P World Millennium Room Understanding Top Reputational Risks: Navigating the Era of Permacrisis in an era where crises have become perpetual and societal upheaval is the norm, protecting one’s reputation is paramount. Join us for an in-depth exploration of the top reputational threats facing individuals and organizations today. From political turmoil to cancel culture, this session will provide invaluable insights into crafting effective crisis planning strategies to safeguard your reputation amidst the challenges of permacrisis.
15:45 - 16:15 Next Gen: The Topics And Trends Motivating Their Choices And Thinking Millennium Room Coming Soon
16:15 - 16:45 Are We Outsourcing Our Curiosity To An Algorithm? The Challenges To Innovation And Creativity In A Digital World Paul Spiers, Founder, The New P&L Institute; Host, The New P&L - Principles & Leadership in Business Millennium Room Rich, inspirational and dynamic creativity needs rich and diverse sources of foundational curiosity for it to thrive. However, in a world where we increasingly turn first to our screens for inspiration, we come upon a paradox: we have access to more information than ever, but because of our previous search histories and preferences, the algorithms feed us ‘more of the same’ and far less genuinely diverse inspiration to spark and feed our curiosity. This limits our creative ambition and perhaps ultimately, the creativity that forms the basis of our corporate innovation. In this keynote, Paul Spiers, Founder of The New P&L Brand Purpose Institute and Host of the global business podcast, – The New P&L – Principles & Leadership will explores the challenges to business innovation and creativity in a digital world. 1. Why curiosity is critical to business success 2. The dangers to business innovation of ‘outsourcing our curiosity to an algorithm’ 3. Why right now is a critical moment for businesses in regard to the Curiosity + Creativity = Innovation equation 4. What business leaders and entrepreneurs can do to reengage their natural sense of curiosity to the benefit of themselves and their businesses
16:45 - 17:15 Closing Remarks Assem Sood, CEO, Impact Research & Measurement Pvt. Ltd & Chairman, AMEC Millennium Room