Programme Monday | Tuesday | Wednesday Monday - 15th May 12:00 - 19:00 Registration Registration desk for delegates will be open from 12pm to 7pm. Hallway, Seville Room, InterContinental Miami. 12:00 - 15:30 International Board Meeting AMEC International Board of Directors Planning Meeting. Godfrey room, InterContinental Miami. 16:00 - 17:30 Speed Networking Delegates are invited to speed networking. Brickell room, InterContinental Miami. 18:00 - 20:00 Welcome Drinks Reception The 2023 AMEC Global Summit 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. Bayfront A room, InterContinental Miami. Tuesday - 16th MayDay One – Tuesday 16th May 07:00 - 17:00 Registration Collect your delegate badge and welcome pack. Registration desk, hallway, Seville Room, InterContinental Miami. 09:00 - 09:15 Welcome & Housekeeping Johna Burke, Global Managing Director, AMEC Aseem Sood, Chairman, AMEC, CEO, Impact Research & Measurement Pvt. Ltd Carlos Diaz, CEO, GlobalNews Group Seville Room, InterContinental Miami 09:15 - 10:00 Moving Earned Media Upstream Matt Neale, CEO, Golin Keynote, Seville Room, InterContinental Miami The media marketplace has evolved to the point that marketers can no longer afford to build their brands or businesses with paid media alone. As a result, the earned disciplines of PR, social, influencer and experiential will necessarily move upstream in the marketing mix. The expectation for precise and efficacious insight, execution, and delivery will increase commensurately. Data and analytics will be central to this marketing evolution. As a discipline, data and analytics have, not just an opportunity, but a responsibility to move our field upstream to lead that charge. To focus not just on the ‘measurement and evaluation’ of communications but on the objective setting, audience understanding, communications planning and only then on measurement and evaluation. By doing so, we will ensure that the data and analytics teams in the communications discipline are at the forefront of an inevitable evolution in our industry. And, in lockstep, we should recognise that the primary focus of AMEC needs to shift from post-campaign evaluation to upstream strategic planning, in order for our industry, and brand marketing as a whole, to be earned-led and triumphant. Key takeaways include: How PR through using data needs to move upstream in the marketing mix; Data focus should be weighted towards objective setting, audience understanding and planning and not evaluation. 10:00 - 10:30 From Pandemic to War: Using Communications to Protect the Future Carmen Romero, Deputy Assistant Secretary General for NATO’s Public Diplomacy Division Keynote, Seville Room, InterContinental Miami In a crisis, such as Russia’s invasion of Ukraine, analysis of communications must go beyond vanity metrics. After 24 February 2022, new audiences sought out information about NATO and there was a surge in malign information activities towards the Alliance. NATO’s live-streaming and video-on-demand capabilities were pushed to their limit. NATO’s analysis and evaluation methodology has had to adapt, as has NATO’s audience-led approach. The goal is to use communications protect the future. Key takeaways include: Protect the Future campaign; Communicating across countries to build trust in your organisation and its own comms; New audiences. Who are they? What are they saying about NATO? What are we saying to them? Methods to identify, monitor and evaluate malign information activities; Other new tactics and techniques. 10:30 - 11:00 Measurement and Evaluation Journey of a Global Brand Carolina Delgado, Corporate Affairs & Engagement Director for Latin America, L’Oréal Keynote, Seville Room, InterContinental Miami During the last 5 years L’Oréal has followed a measurement journey with different services. All related to understanding in a better way their different stake holders and using the data connect with them on a better way. 11:00 - 11:20 Networking Break Bayfront A Room, InterContinental Miami 11:20 - 11:50 Research, data analysis and social listening as strategies to fight against hate speech and discrimination: the pioneer case of Costa Rica Allegra Baiocchi, Resident Coordinator in Costa Rica, United Nations Keynote, Seville Room, InterContinental Miami Guidelines and experiences to enhance communication research and social listening as tools to identify and address hate speech, discrimination and promote human rights. Explanation of how partnerships between the United Nations, academia and media monitoring companies are fundamental to promote more democratic, pluralistic societies free of hate and discrimination. Lessons learned and social and political impacts after two years of experience in the production of communication research and evaluation exercises on hate speech and discrimination. Key takeways include: The private sector and data analysis and evaluation companies have a fundamental and privileged social role in the strengthening of democracies and the fight for Human Rights; There is an important market niche for research, analysis and data production in social areas of developed and developing countries. This is not only a business option, but also a high-level advocacy and reputation building opportunity; Fairer, more egalitarian and free of hate and discrimination societies enhance favorable business climates and opportunities for the economic and social growth of countries, sectors and organizations. 11:50 - 12:30 Learnings from Three Years Leading Evaluation of WHO Communication During COVID-19 Distinguished Professor Jim Macnamara, PhD, School of Communication, University of Technology Sydney Keynote, Seville Room, InterContinental Miami How do you do evaluation when effective public communication can be the difference between life and death? Quickly and well is the short answer. This presentation takes the audience inside the evaluation team and strategy of the World Health Organization from declaration of COVID-19 as a global pandemic in early 2020 to 2023. It unpacks the challenges; outlines the multiple data sets available globally from basic to advanced; and describes the expanded’ MEL’ approach (measurement, evaluation and learning) that was implemented globally in 150 country offices across six regions and explains why it was successful. Key takeaways include: Expanding measurement and Evaluation (M&E) to MEL (measurement, evaluation and learning) – and the benefits of learning (or why M&E is only going half-way); Learning FROM M&E – examples of delivering MEL to shape future strategy; Learning ABOUT M&E – a pre-requisite to learn from MEL; Overcoming ‘substitution error’, the most common mistake in M&E – a revised model and two quick tests as examples of two key resources for learning about M&E; Summary of findings and learnings from 3 years leading evaluation of WHO communication during COVID-19. 12:30 - 12:45 2023 AMEC Projects Aseem Sood, Chairman, AMEC, CEO, Impact Research & Measurement Pvt. Ltd Keynote, Seville Room, InterContinental Miami 12:45 - 13:45 Lunch and networking Brickell Room, InterContinental Miami 13:45 - 14:15 Destinations International: Measurement Journey and AMEC Support Caitlyn Blizzard, Vice President of Communication, Destination International Claire Koenig, Communication Director, Visit Milwaukee Moderator: Nicole Moreo, Co-Chair, AMEC North America Chapter Panel, Seville Room, InterContinental Miami 13:45 - 14:05 Qatar Controversy: Reputational Risk Analysis at the 2022 World Cup James Hannan, Senior Advisor/Reputational Risk Consultant, Infomedia Keynote, Bayfront A Room, InterContinental Miami Infomedia’s Qatar 2022 Reputational Risk Project quantifies the interaction between corporate reputational risk exposure and global marketing events through the examination of traditional news sources covering the 2022 Qatar World Cup. Over 1 million news articles were analysed in the data processing for this report, providing insight overall adverse media trends as well as FIFA sponsor mentions. This combination of data points highlights the growing role of negative news management by corporates, and the need to mitigate reputational damage that often serve as a precursor for material business impacts. Key takeaways include: Adverse media coverage of the Qatar World Cup was prominent, underscoring the increasingly critical lens placed on global sporting events, including notable discussions of human rights, LGBTQ+ rights, and worker conditions; Negative news varied significantly based on the language of publication and country of origin, highlighting the need for dynamic marketing/risk mitigation strategies taken by global/regional brands; The increasing value placed on reputation and its tangible implications for profits underscores a shift amongst corporates to reassess advertising investments and provide greater consideration to non-financial risks; Big data analysis and news data offer untapped potential in better evaluating and monitoring reputational risk exposure, opening up a new avenue of growth for media monitoring firms. 14:15 - 14:45 How Shell powers decision-making with impactful insights Kyle Mason, Head of External Monitoring – Corporate Relations, Shell plc Philip Lynch, Senior Vice President, Insights & Consulting, Onclusive Moderator: Maja Pawinska Sims, Associate Editor, PRovoke Media Panel, Seville Room, InterContinental Miami Exploration of how Shell has built a data / insights centre to serve the needs of stakeholders and senior leadership. How data is used and the value of reputation insights in Shell’s planning and decision-making. Key takeaways include: How Shell has moved from media analytics to a dynamic, integrated insights framework to inform decision-making and reputation management; How Shell’s insights team meets the needs of diverse stakeholders within one of the world’s biggest businesses; How the new insights framework was operationalised across business verticals and regions; What Shell has learned, and how this is relevant to research and communications best practice. 14:45 - 15:15 Mapping the Measurement Journey: Words From Those in the Trenches Speakers: TBC Moderator: Mary Elizabeth Germaine, Global Managing Director, Analytics and Strategy, Ketchum Panel, Bayfront B Room, InterContinental Miami 14:45 - 15:15 Generative AI – use cases in communication measurement and evaluation Maya Koleva, PhD, Head of Research & Insight, Commetric Mohan Doshi, Chief Strategy Officer, Ninestars Information Technologies Pvt. Ltd Panel, Seville Room, InterContinental Miami Generative AI has come closer to all of us; it is no longer in the toolkit of proficient data science teams. ChatGPT has made it more democratic than ever to test and explore the capabilities of generative AI and transformer deep learning models for tasks relevant to communciations research, measurement and evaluation. Key takeaways include: How to construct prompts that give out useful and relevant results? In what tasks is a tool like ChatGPT already providing efficiencies and can be used in real-world measurement and evaluation tasks What are some red flags, where we should be extra-vigilant when using results provided by tools like ChatGPT? What can we expect with the professional versions? 15:15 - 15:35 Networking Break Bayfront A Room, InterContinenta Miami 15:35 - 16:45 Industry partner leaders share member focus, trends, priorities and concerns for 2022-2023 Alastair McCapra, Chief Executive, CIPR Renna Markson, Deputy Director General & Engagement Director, PRCA/ICCO Kim Sample, President, PR Council Linda Thomas Brooks, Chief Executive Officer, PRSA Carmella Glover, President, Diversity Action Alliance Industry Partner Panel, Seville Room, InterContinental Miami 17:15 - 17:30 2023 AMEC Member Survey Results Aseem Sood, Chairman, AMEC, CEO, Impact Research & Measurement Pvt. Ltd Keynote, Seville Room, InterContinental Miami 17:30 - 17:35 Closing Remarks Johna Burke, Global Managing Director, AMEC Seville Room, InterContinental Miami 18:30 - 19:30 Welcome Drinks Reception Delegates are cordially invited to a welcome drinks reception, sponsored by Media:Track. Dress code: All delegates are encouraged to wear white and orange! 19:30 - 23:00 Celebration Evening Dinner Reception Delegates are cordially invited to a celebration evening dinner reception. Dress code: All delegates are encouraged to wear white and orange! Wednesday - 17th MayDay Two- Wednesday 17th May 07:00 - 17:00 Registration Collect your delegate badge and welcome pack. Registration desk, hallway, Seville Room, InterContinental Miami. 08:55 - 09:00 Welcome & Housekeeping Johna Burke, Global Managing Director, AMEC Seville Room, InterContinental Miami 09:00 - 09:30 B2B LinkedIn Trends Allyson Hugley, Global Director of Customer Insights, LinkedIn Keynote, Seville Room, InterContinental Miami 09:30 - 10:00 Carnival Cruise Line Chris Chiames, Chief Communication Officer, Carnival Cruise Line Moderator: Maja Pawinska Sims, Associate Editor, PRovoke Media Fireside chat, Seville Room, InterContinental Miami 10:00 - 10:30 Internal Analysis and Communication Pros: How the team are using tech Kyle Mason, Head of External Monitoring – Corporate Relations, Shell plc Other speakers TBC Moderator TBC Panel, Seville Room, InterContinental Miami 10:00 - 10:30 Managing regional innovation and culture of a global brand Speakers: TBC Moderator: TBC Panel, Bayfront B Room, InterContinental Miami 10:30 - 11:00 Cutting edge technology: ultimate behavior changer Speaker: TBC Keynote, Seville Room, InterContinental Miami 11:00 - 11:20 Networking Break Bayfront A Room, InterContinental Miami 11:20 - 11:50 Unlock the Power of Your Data: Master the Art of Storytelling for Unprecedented Success Jonny Bentwood, Global Head of Data & Analytics, Golin Keynote, Bayfront B Room, InterContinental Miami Using emotion to change hearts and minds. Why dashboards and charts are a strategists worst enemy. How International brands are rethinking their approach and KPIs to unleash their potential. Key takeaways include: Changing the righteous focus of analysts from analysing the data to get insights to presenting intelligence that can be used; How net sentiment is a waste of time and what can be done about it. 11:50 - 12:10 Casual AI: implementing your strategy Speaker: TBC Keynote, Bayfront B Room, InterContinental Miami 12:10 - 12:30 Copyright and Fair use: stakeholder gap analysis James Hewes, President & CEO, FIPP Tony Cheevers, Customer Success Officer Researchscape International Panel, Seville Room, InterContinental Miami 12:10 - 12:30 Is the bird still the word? What happens when Twitter access changes? Speaker: TBC Keynote, Bayfront B Room, InterContinental Miami 12:45 - 13:45 Lunch and networking Brickell Room, InterContinental Miami 13:45 - 14:00 You can guarantee media coverage, and any PR who says you can’t is just afraid of commitment Paul Stollery, Co-founder and Creative Director, Hard Numbers Lightning round, Bayfront B Room, InterContinental Miami The idea that it’s impossible to guarantee earned media coverage is a myth perpetuated by PRs who simply don’t like signing up to commitments. In this talk, I’ll explore the arguments for – and against – guaranteeing earned media coverage for your clients. Key takeways include: If you run a press office for your client, it’s perfectly possible to guarantee a volume of coverage within certain media targets on a monthly / quarterly basis; It’s not always the right approach, but the notion that there is no correlation between output metrics and organisational impact is in contradiction to the principles of the AMEC Measurement Framework; The industry’s aversion to committing to results is holding it back in the boardroom. Decision makers don’t sign checks for hopes and dreams; they do it for calculated returns; Media coverage needs to be earned. If PRs aren’t hitting their coverage numbers they should work a little harder. 13:45 - 14:00 How to build your PR technology stack Stavros Vologiannidis, Founder, Business Development, DataScouting Lightning round, Seville Room, InterContinental Miami In this presentation different technologies including analytics and AI tools will be presented for creating a state of the art PR and monitoring software stack. Key takeaways include: Current developments in AI; Managing and creating actionalbl information from data. 14:00 - 14:15 Powering communications with behavioural science Shayoni Lynn, CEO & Founder, Lynn Group Lightning round, Bayfront B Room, InterContinental Miami The Lynn Framework (TM) that blends strategic comms, behavioural science, and misinformation strategy using real-world impact case studies with tangible behaviour change. Key takeaways include: Importance of primary research in strat comms; Effectively integrating behavioural science into practice; Reporting on outcomes, not outputs. 14:00 - 14:15 The New Value Chain: AI-bred –> Data-fed –> Insight-led Robert Kabus, Chief Strategy Officer & Managing Partner, Dataxet Lightning round, Seville Room, InterContinental Miami Attention, speed and scale are the communication battlegrounds of today. But traditional research is falling short of delivering high value insights based on real-world, real-time, real-big data. Here, we share new frameworks that are working in concert with AMEC’s IEF to make media intelligence the strategic resource of the modern era. Key takeaways include: Why attention is the biggest challenge to achieving brand and communication goals; Why traditional research tools fall short and leave an “insight-gap”; How data can be evaluated in faster, more insightful ways to address this challenge; New frameworks that align metrics with Integrated Comms goals and contributions (IEF). 14:15 - 14:45 Vanity attitudes: metrics and behaviors that drive bad data Katie Paine, CEO, Paine Publishing Amrita Sidhu, Managing Director, Medianet & Medianet Insights Speaker: TBC Moderator: TBC Panel, Bayfront B Room, InterContinental Miami 14:15 - 14:30 Dry Feb: Encouraging Canadians to go Alcohol-Free with Canadian Cancer Society Blaine Mackie, Vice President, Measurement + Analytics, H+K Strategies Lightning round, Seville Room, InterContinental Miami This presentation will provide an overview of how the Canadian Cancer Society has used research to encourage Canadians to participate in Dry February. With 3 years of longitudinal data, this presentation will show how Canadian Cancer Society has raised awareness, encouraged Canadians to abstain from alcohol for the month of February, and changed perceptions towards alcohol among Canadians. Key takeaways include: How research can be an effective tool in measuring changes in awareness; How Canadian Cancer Society used communications to address barriers to participation; How Canadian Cancer Society was able to demonstrate impact by measuring participation, fundraising, and perception change. 14:30 - 14:45 The Earned Effect Study Nigel Rahimpour, Head of Strategy & Analytics, Weber Shandwick Lightning round, Seville Room, InterContinental Miami The Weber Shandwick Collective “Earned Effect Study”, conducted in partnership with the highly respected IPA in London (Institute of Practioners in Advertising), proves the vastly superior business (i.e. market share, sales, profit, ROI) and brand effects (i.e. brand image, differentiation) of campaigns that earn coverage and conversation over the long-term. The study analyzed campaigns over a period of 10 years (2010-2020), across 60 product categories, global, B2C and B2B. The effectiveness analysis was independently conducted by Ed Elworhty and Peter Field from the IPA. The results are group-breaking. Key takeaways include: Campaigns that earn coverage and conversation over the long-term achieve far superior business effects: 53% more likely to drive very large business effects; 2.6x more likely to achieve very large profit growth; 57% drive very large sales gain and 40% achieve very large market share gai 399% ROI effect (42% Uplift). 14:45 - 15:15 Data integration and insights Brent Diggins, Partner, MD Performance+Intelligence, Allison+Partners Jason Lee, Co-founder, Managing Partner, Dataxet Michael Brito, Global Head of Analytics, Zeno Group Stella Bayles, Director, CoverageBook Moderator: James Crawford, Managing Director, PR Agency One Panel, Bayfront B Room, InterContinental Miami 14:45 - 15:15 Misinformation and disinformation: corrupt data or valid bias indicators Speakers: TBC Moderator: TBC Panel, Seville Room, InterContinental Miami 15:15 - 15:45 Networking Break Bayfront A Room, InterContinental Miami 15:45 - 16:00 From Insight to Decision Intelligence Rob Key, CEO, Converseon Lightning round, Seville Room, InterContinental Miami In a world where “real time isn’t often fast enough,” communication pros require more than just standard measurement approaches. New “decision intelligence” technologies not only can predictive the future but also provide simulators so that brands can understand quantitatively the impact and risks of actions before they take them. Decision intelligence is powerful new breed of intelligence that is transforming communication and brand measurement and enabling the ability to firmly tie key measures to critical business outcomes such as sales, and shareholder value, This talk will show specific data and examples in action and provide an overall framework for the approach. Key takeaways include: How communication pros can move from descriptive to predictive and prescriptive; How decision intelligence isolates the key topics, actions and attributes that truly impact business performance for better focus and planning; Examples of how this approach firmly demonstrates the value of communication and reputation efforts on shareholder value and sales. 15:45 - 16:45 Trends to help inform your insights Jack Murray, CEO, MediaHQ Raina Lazarova, Co-founder & COO, Ruepoint Greg Galant, Co-Founder and CEO, Muck Rack Ana Adi, Professor of Public Relations/Corporate Communication, Quadriga University of Applied Sciences Moderator: TBC Panel, Bayfront B Room, InterContinental Miami 16:15 - 16:30 Using Broadcast Data to Understand the Impact of Messaging & Inform Strategy Susan Aitkin, Director, Global Partnerships & Partner Marketing, TVEyes Lightning round, Seville Room, InterContinental Miami Is a world without nuclear weapons possible? Given the picture presented in the media Americans don’t think so but with a change in narrative imagining a nuclear free world is possible. Using TVEyes broadcast data, learn how Harmony Labs identified persuadable audiences and opportunities for narrative interventions. Key takeaways include: Regular messaging that consumers are exposed to is passive; Identify narrative interventions; Calibrate your messaging and approach to make them more effective. 16:30 - 16:45 AI Ethics: access to implementation Speaker: TBC Lightning round, Seville Room, InterContinental Miami 16:45 - 17:00 Exploring the Capabilities of ChatGPT: A Deep Learning Language Model for Measurement and Evaluation Applications Todd Grossman, CEO of Placid Ventures & Professor at University of Connecticut Geoffrey Sidari, EVP of Insights & Analytics at WE Communications Lightning round, Seville Room, InterContinental Miami This presentation will provide an overview of ChatGPT, a state-of-the-art deep learning language model developed by OpenAI. We will discuss its capabilities, limitations and its potential use cases in the field measurement and communications. We will discuss how ChatGPT can be used to analyze and extract insights from large volumes of unstructured data, such as social media posts and news articles. Key takeaways include: An understanding of ChatGPT and its capabilities in analyzing and extracting insights from large volumes of unstructured data; Knowledge of the potential use cases of ChatGPT in the field of measurement and communications; Insights into the limitations of ChatGPT and considerations for its use in practice. 17:30 - 17:45 Closing Remarks Seville Room, InterContinental Miami 17:45 - 19:00 Drinks Bayfront A Room, InterContinental Miami Delegates are invited to drinks sponsored by PRCA and ICCO.