Programme

Content
Communicators
Solutions
Reset Filter

Wednesday, November 15

11.00 - 12.00 pm

Doors Open

12.00 - 12.10 pm

We welcome all participants to the third edition of the Asia-Pacific Communications Summit in Hong Kong. We hope you enjoy the summit and have a productive two days full of knowledge transfer and networking.
Pierre Goad

Pierre Goad

Group Head of Communications
HSBC
Pierre Goad is Group Head of Communications at HSBC Holdings plc.

He was appointed a Group Managing Director in 2015 and a Group General Manager in 2014. He was first appointed Group Head of Communications in 2014. He held the dual role of Group Head of Human Resources and Communications from January 2015 to August 2016 when he returned full-time to Communications. He was appointed a Board Director of HSBC Bank Canada in 2015.

Pierre rejoined HSBC in 2011 as Co-Head of Communications from Zurich Insurance Group in Switzerland where he was Head of Corporate Communications. Pierre has extensive international experience and has held a series of strategy and communication roles at HSBC in London and Hong Kong, where he joined the bank in 2001. He was also a correspondent and editor at the Canadian Broadcasting Corp., The Wall Street Journal in Canada, and The Asian Wall Street Journal in Hong Kong and Singapore.

He is a Canadian and British citizen and Hong Kong permanent resident.
Mark Laudi

Mark Laudi

CEO
Hong Bao Media
Mark Laudi is a mentor in media and presentation skills to C-suite executives, elected politicians and senior government officials, and a sought-after speaker, conference anchor and panel moderator at business conferences.

This follows a 14-year award-winning career in radio and television. At CNBC Asia Pacific, he held almost every position in the newsroom: behind the camera he was Producer and Sydney as Bureau Chief, and in front of the camera he was Stock Reporter, Anchor and Field Reporter.

He started his media career in radio aged 21, becoming Australia’s youngest radio current affairs show host at ABC Radio, later joining Singapore’s 938LIVE.
12.10 - 12.50 pm
Keynote

Fergus O’Hare, Director of Facebook Creative Shop for APAC, is also known as the rock star of Facebook because of his epic presentations. Stay tuned for detailed information about his upcoming keynote.
Fergus O'Hare

Fergus O'Hare

Director of Creative Shop for APAC
Facebook
Fergus O’Hare, Director of Facebook Creative Shop for APAC, is also known as the rock star of Facebook because of his epic presentations.

After working for 17 years as a writer and Creative Director in global advertising agencies in Paris and New York (on many global accounts such as Louis Vuitton, Dove, Coke, IBM, Motorola, Nestlé, IKEA, Duracell and Ford and winning countless awards, including Cannes and Effies) he made the decision to move himself and advertising forward by joining the world’s most exciting social network.

Joining Facebook as Head Creative Strategist for the Middle East, Africa, Turkey and Israel in 2014 and 2015, Fergus was quickly promoted to lead the world’s biggest and fastest growing region - Asia and Pacific.

In his new role, Fergus has sought out and brought together Asia’s most awarded creative talent to help him build ideas that transform how the world's largest and most innovative marketers use Facebook.

12.50 - 01.00 pm
Intermission

10 min Break

01.00 - 01.20 pm
Spotlight

The Asia-Pacific Communication Monitor is one of the largest surveys dedicated to uncovering the trends in strategic communication in the region.

At its second edition, the survey results show what communicators believe to be the strategic issues that will be the most important for communication management and PR in the following years, how they relate with identifying social media influencers and the skills they feel they should develop to address these trends and changes.

01.20 - 02.20 pm
Intermission

Enjoy a healthy buffet and use the chance to expand your personal network.
02.20 - 02.50 pm

Session I (simultaneous presentations)

Interactive

While the mass adoption of technologies have revolutionized how stakeholders operate, understanding the science behind engagement is critical. Communication executives should leverage the wealth of research coming from the behavioral sciences and other disciplines to better understand internal and external stakeholders.

This includes understanding the voice of the stakeholder and the cognitive decision-making process; recognizing why our assumptions about stakeholders may not be correct; and determining the emotional motivators and connections that drive attitude and behavior change. Leveraging behavioral science to improve the stakeholder experience helps create new value for communication departments.

Tina McCorkindale

Tina McCorkindale

President and CEO
Institute for Public Relations
Tina McCorkindale, Ph.D., APR, is the President and CEO of the Institute for Public Relations.

She taught as a professor for 15 years, and has more than 10 years of experience working in corporate communication and analytics. She has more than 150 presentations and publications in books and journals with a research focus in digital and behavior. She lives in Seattle, WA.
Best Case

While the traditional concept of a communicator is that of a “megaphone” – repeating the messages defined by the management, in today’s complex perception environment the communicator must take a step beyond: to the role of the corporate conscience.

This expanded role includes understanding and interpreting the expectations of stakeholders, engaging directly in communities, asking management the difficult questions during crises, and even analyzing which issues are likely to impact the regulatory environment.

Dr. Andreas Meier

Dr. Andreas Meier

Vice President Corporate Affairs, Asia-Pacific
BASF
Dr. Andreas Meier is Vice President Corporate Affairs for BASF in Asia Pacific, based in Hong Kong since 2015.

Before coming to Asia, he was Director Corporate Communications at BASF’s North American headquarters in Florham Park, New Jersey, USA. After studying political science, journalism and economics in Marburg and Münster, Germany, Andreas joined BASF as a communications trainee in 2000. He then worked in various functions in internal and external communications for BASF in Ludwigshafen and Vienna, Austria, before moving to the United States in 2010.

Andreas holds a PhD in political science from the University of Münster, Germany.
Expert Session

Downplaying the issue and ignoring stakeholders’ perceptions will quickly turn a crisis into a complete reputation meltdown.

Only principled-based organisations with focused crisis leadership can weather the storm and even emerge from it stronger.

Come and find out what it takes to be one of them.

Caroline Sapriel

Caroline Sapriel

Managing Director
CS&A
Caroline Sapriel is the founder and Managing Director of CS&A a specialist risk and crisis and business continuity management consulting firm with offices in Hong Kong, the United Kingdom, Belgium, Italy, The Netherlands, Singapore, and the United States.

Ms Sapriel has over 20 years’ experience in risk and crisis management, corporate and public affairs. She is regularly invited to speak at international conferences and seminars on risk and crisis management. She is a guest lecturer at the graduate school of public administration of Leiden University. She has been a member of IABC since 1987, and is a faculty member of the Management Center Europe in Brussels.

Prior to establishing her own consulting firm, Ms Sapriel held various senior management positions with international PR firms including the Rowland Company and Hill & Knowlton. She has also worked for the Press Office of the Government of Israel.
02.50 - 03.00 pm
Intermission

10 min break

03.00 - 03.30 pm

Session II (simultaneous presentations)

Best Case

This slot will feature a corporate case with practical learnings related to storytelling and content distribution.
Best Case

Organisational change is now the norm and its greatest barrier are employees. How can we make employees embrace change and advocate it?

Leveraging change communications to gain not only employee acceptance, but also their support, is crucial to achieving successful organisational change.

How can change communications move employees towards a common outcome, feel part of it and benefit from it? This session will address these questions as well as the role that technology can play in change communications.

Os Ishmael

Os Ishmael

Head of Digital, East Asia
British Council
As the Head of Digital, East Asia of the British Council, Os oversees the APAC online presence and performance of the organisation which covers fourteen markets.

He is focussed on delivery in the areas of social media, e-commerce, analytics, digital marketing and online communications.

Os has over 15 years of experience in leveraging digital strategically to provide a bridge between audiences, technology and marketing in industries such as FMCG, government, luxury goods, education, cultural relations and industrials.
Expert Session

35% of all China’s daily mobile time is being spent on WeChat.

As the world’s fastest growing social media platform, and the primary link between brands and consumers, WeChat continues to develop into a marketing powerhouse with 938 million active users today. Consumers spent a massive US$1.2 trillion through WeChat in 2016 and all trends show that WeChat Pay will soon become the #1 mobile payment channel in China. So what does WeChat really mean for international corporations in 2017/18?

Alan Ma, Head of Ruder Finn Innovation Studios China will:

  1. Highlight how businesses can capitalise on the WeChat opportunity
  2. Define what a smart WeChat strategy looks like
  3. Review lessons learned from recent client case studies, and
  4. Provide a roadmap for success.

WeChat has revolutionised the mobile commerce industry in China, and this session will explain the opportunities it presents for your business and how you can take full advantage.

Alan Ma

Alan Ma

Head of Ruder Finn Innovation Studios, China
Ruder Finn Asia
Alan Ma is a senior marketing and communication professional with 15-years of solid experience in both agency & in-house positions across all marketing communications functions in various industries, specializing in strategic marketing & communication, stakeholder engagement, digital communication and CSR.

Prior to joining RFI in July 2016, Ms. Ma was the practice lead for the Technology Practice of Edelman China, Marketing Head for King & Wood Mallesons, and Marketing Manager for British Standards Institution and Motorola.
03.30 - 03.40 pm
Intermission

10 min break

03.40 - 04.20 pm

Session III (simultaneous presentations)

Best Case

In this session Cameron Craig will share how communication played a pivotal role in Apple’s turnaround period from Steve Jobs return as CEO to the launch of iPhone. Over this period, Apple would prove the cynics wrong and dazzle the world with its groundbreaking innovations, masterful marketing and against-the-grain approach.

Cameron will share five communications lessons from those days and how you can take advantage of these same principles for your company or brand. Themes include the importance of keeping it simple, prioritizing influencers, staying focused on your message, and leveraging outside milestones for internal momentum.

Cameron was with Apple for 10 years under Steve Job’s leadership including three years as corporate communications lead for the Asia Pacific region based in Singapore.

Cameron Craig

Cameron Craig

Global Head of Corporate Communications
Polycom
Cameron is a seasoned communications professional with extensive consumer brand and international experience.

He worked with Apple for 10 years during the company’s dramatic turnaround period under Steve Jobs. Starting in 1997, Cameron led agency efforts for Apple with Porter Novelli Australia before moving to Singapore to lead Apple’s communications in the Asia-Pacific region. The company then relocated him to California where he played a senior role on Apple's product PR team.

Later, Cameron relocated back to Singapore to lead communications efforts for Yahoo! in the Asia Pacific, Middle East and Latin America regions. In 2010, he returned to the US to head global employee communications for PayPal. In 2013, he joined Visa as Senior Vice President, Global Employee Communications.

Before joining the corporate world Cameron was a tour publicist for music legend Johnny Cash. Originally from Sydney, Australia, he now lives in the San Francisco Bay Area with his wife Danielle and kids Isabel and William.

Currently Cameron is head of global corporate communications for Polycom in San Jose, CA. He is a contributor to Harvard Business Review, The Huffington Post, Business Insider and PR Daily. He is also an active member of the Forbes Communications Council, an invitation-only organization for communications, public relations, public affairs and media relations executives.
For more information visit www.asignaturestory.com
Interactive

This workshop focuses in more details on specific insight of the Asia-Pacific Communication Monitor, paying more attention to cross-country comparisons as well as national insights.

Participants can find out how communicators in their country and region define and identify social media influencers. The workshop will also give an opportunity to discuss about the skills communicators in their country and region indicated they wanted most to develop, as a means of finding personal and professional development opportunities.

04.20 - 05.00 pm
Intermission

Coffee break

05.00 - 05.40 pm
Keynote

Interview-Azran Osman-Rani

When iflix was conceived less than three years ago, many people dismissed it as a copycat idea that would not stand a chance against an already dominant global video-on-demand giant, local cable & satellite TV incumbent giants in each market, and the largest giant of all – content piracy.

Yet, since its launch in May 2015, iflix today has scaled rapidly to 25 markets across Asia, Middle East, and Africa, defying industry skeptics and creating an online brand that resonates with the mass market segment that has been underserved by other players.

  • Creating a product with a unique positioning tailored to the under-served needs of the mass market segment. Redefining television for one billion new mobile internet connected users in emerging markets, excluding China and India.
  • ‘The Science and The Sizzle’ branding strategy – combining advanced digital marketing and data analytics, with localized branding activities in each market using celebrities and curated events to build an emotional connection with users
  • Harnessing a culture of speed to accelerate execution and roll-out across an organisation that went from a small start-up team in Kuala Lumpur, to 700 employees across 30 locations globally.
  • Continuously innovating with new features to stay ahead of the game and create a television experience that is far superior to a traditional or pirated service.

Azran Osman-Rani

Azran Osman-Rani

Business Innovator & CEO
iflix Malaysia
Azran is one of the leading business innovators in Asia.

As someone who has built, and continues to build, ‘attacker’ businesses and lead teams from start-up to IPO, Azran passionately believes that organisations and corporations can deploy similar structures, focus and creativity that single-minded entrepreneurs have used to create break-through business models and innovative products and services.

In July 2007, at the age of 36, Azran was appointed as the founding CEO of AirAsia X, the world’s pioneer low-cost long-haul airline.

In 2015 Azran left AirAsia X and joined iFlix Group as its group COO and CEO of iflix, Asia’s leading Internet TV service.

He holds a Masters degree in Management Science & Engineering and a Bachelors degree in Electrical Engineering, both from Stanford University.
05.40 - 07.00 pm

The APACD general meeting is open to all APACD members present.
from 08.00 pm

The festive award gala is one of the highlights of each annual summit. Join a dinner reception and celebrate the best of today’s world of communications.

Thursday, November 16

09.00 am

Doors Open

09.50 - 10.00 am

Together we kick off the second day of interactive communication insights.
Mark Laudi

Mark Laudi

CEO
Hong Bao Media
Mark Laudi is a mentor in media and presentation skills to C-suite executives, elected politicians and senior government officials, and a sought-after speaker, conference anchor and panel moderator at business conferences.

This follows a 14-year award-winning career in radio and television. At CNBC Asia Pacific, he held almost every position in the newsroom: behind the camera he was Producer and Sydney as Bureau Chief, and in front of the camera he was Stock Reporter, Anchor and Field Reporter.

He started his media career in radio aged 21, becoming Australia’s youngest radio current affairs show host at ABC Radio, later joining Singapore’s 938LIVE.
10.00 - 10.40 am
Keynote

Recent CEO research in HK and globally point to a dramatically rebooted expectation of the strategic contributions of senior leadership in their communication executives over the next three years.

CEOs highlighted five core areas they will be measuring and evaluating their communications professionals in 2020.

How do you measure up in terms of strategic relevance?

Alan Hilburg

Alan Hilburg

President / CEO
Hilburg/Malan
Alan Hilburg is President and CEO of Hilburg-Malan in Hong Kong.

He has written two New York Times best sellers on leadership, received an Academy Award nomination for the first environmental documentary and five Emmy nominations, won six Silver Anvils, five Clio awards, created three of the top ten brand campaigns of the 20th century and has been recognised as one of the world's foremost crisis advisors.

He has received more than two dozen industry awards for his work in resuscitating and launching brands including National Geographic, Gillette, GE, Johnson Wax, Wendy's and JPMorganChase.

More recently, he has been a pioneer in aligning corporate culture, values-based decision making and multi-generational workforces to create trust-based high performance teams.
10.40 - 10.50 am
Intermission

10 min break

10.50 - 11.20 am

Session IV (simultaneous presentations)

Best Case

Responding effectively through a crisis is critical.

The actions you make when responding in the short-term will help drive a longer-term strategy and turn unfortunate impacts into positive advantages.

Joe Adamo

Joe Adamo

Executive General Manager, Public Affairs
Australian Energy Market Operator
Joe Adamo is currently acting in the role of Executive General Manager, Public Affairs, of Australian Energy Market Operator.

Joe has more than 15 years of experience working in the corporate and public affairs sector, occupying various consulting and in-house corporate roles, with more than half his career centred within the energy sector.

Joe has been responsible for maintaining, building and enhancing corporate reputations of national organisations with an ability to ingrain corporate affairs as a critical business function that will help shape and drive an organisation's narrative and deliver measurable stakeholder value.
Best Case

  • The Voice of the Leader

Striking the right chord

Connected, valuable tool

  • The role of the trusted advisor

Building and retaining trust

Crafting the strategy

  • Connecting to Hearts and Minds

Organizational conversations, horizontal and vertical

Closing distances – Institutional, attitudinal, and even spatial

Shravani Dang

Shravani Dang

Group Vice President - Head of Corporate Communications
Avantha Group
Shravani Dang is the Vice President and Head of Corporate Communications at Avantha Group.

She has experience in using communications, stakeholder management, brand positioning and reputation management strategies to positively influence conversations and perceptions.

She has worked across Technology, Financial, Not-for-profit, higher education and Industrial sectors. She has served as a spokesperson for Fortune 500 companies. Previous experience includes Fidelity, CSC, CARE, and HCL.
11.20 - 11.30 pm
Intermission

10 min break

11.30 - 12.00 pm

Session V (simultaneous presentations)

Best Case

The SDGs by United Nations has driven governments, companies and organisations across different countries to formulate their own strategy and plans to contribute toward these goals with respect to their interests.

How to articulate the strategy in the right context so to win the support from the stakeholders requires lots of considerations and efforts.  Some practical cases would be shared in this presentation.

Joyce Chau

Joyce Chau

Representative Greater China
Foreign Trade Association
Ms Joyce Chau joined Foreign Trade Association as the Country Representative of the organization in China since June 2011.

She acts an intermediary between the Secretariat in Brussels, members, suppliers and local stakeholders in China. Her role is to promote free trade and sustainable supply chain through supporting sustainability activities related to business social compliance (BSCI), environmental performance (BEPI) and trade policy (ITP).

In more than 20 years, Ms Chau has been working as a corporate communications practitioner for various organizations with focus on sustainability, CSR, and supply chain management. Her major expertise is in public affairs, stakeholder and media relations crisis and issues management, etc.

Prior to joining FTA, she was the Senior Vice President of the HSBC Corporate Sustainability Asia Pacific Region Office, Dell China’s Corporate Communications Director and she also worked for HKSAR Government’ Innovation and Technology Commission, HK Airport Authority and GS1, a global supply chain standard organisation. She possesses a BSoSc in Communications and a Master of Arts in Translation.
Best Case

Rachana will focus her discussion with case studies on how today is an era of innovative content, new brand advocates & relevancy.

Digital media helps to multiply advocacy efforts by potentially reaching more people, in more places, faster than ever before. It’s time that we leverage a variety of tools in order to promote and advocate change – internal or external.

Rachana Panda

Rachana Panda

Chief Communications Officer & Citizenship Leader
GE South Asia
Rachana Panda is Chief Communications Officer & Citizenship Leader at GE South Asia.

She joined GE in 2012. At GE, Rachana is part of the leadership team where her focus is to lead & champion the communications function; and help strengthen, protect and nurture corporate reputation of GE.

Her role comprises advising the Leadership team on all facets of communications, which includes employee engagement and external communications. She also leads the Brand, Advertising & Digital communications team for this region.
12.00 - 01.00 pm
Intermission

Grab a bite and get to know your peers as we head towards the conclusion of the final day of the summit.
01.00 - 01.40 pm

Session VI (simultaneous presentations)

Best Case

Which new channels to invest in and which to forget?

A blueprint for decision makers and anyone interested in increasing their budgets.

Kim Stengert

Kim Stengert

Director of Communications
WWF-Singapore
Kim Stengert has a wealth of experience spanning 4 countries and 3 continents in almost 2 decades.

He has taken on multiple management level positions and consulted Fortune 500 companies through his expertise in digital marketing and business development.

Before joining the World Wide Fund for Nature (WWF), Singapore in 2014, Kim started his own digital marketing agency where he gained valuable entrepreneurship skills, built and managed diverse teams, developed new business and led organisation-wide initiatives.

As Communications Director for WWF-Singapore, Kim sits on the Senior Management Team to lead multi-stakeholder campaigns on climate change, sustainable seafood and palm oil issues - advocating for policy commitments and driving behavioural changes amongst mass audience.

Best Case

In many organizations, when there is a discovery of a malware or an APT (advance persistent threat) infiltration within a company’s infrastructure, the post communication process can be easy and very straight forward.

However, what happens before and in between this post communications and what should a company really do?

Here is what we can share…

Jesmond Chang

Jesmond Chang

Head of Corporate Communications
Kaspersky Lab, APAC
Jesmond Chang, the Head of Corporate Communications, for the APAC region has been involved in Public Relations and Marketing related jobs for more than 10 years building close rapport and understanding the needs of both media and the market.

Overseeing Kaspersky Lab’s corporate communications strategy for APAC, he will be leading the company’s corporate communication initiatives throughout the region such as ideas, campaigns, CSR events, meeting company goals and carrying out global PR implementations throughout the region.

He joined Kaspersky Lab in the year 2010 for the opportunity to develop his interest in internet security and sharing the importance of the security industry to the public with the experience that he has acquired over his career. Jesmond is a frequent and renowned speaker at several IT related events, both locally and internationally.
Interactive

Every communicator today looks beyond the influence of traditional media and seeks to engage a range of online influencers to get their messages across.

New research conducted in Asia will look at the impact of influencers in key markets around the region, and what drives consumers to think and act differently.

Presenting this research, Allison+Partners will offer a roadmap for navigating the impact of influence, and some concrete directions on how to put impactful influencer programs into action.

Paul Mottram

Paul Mottram

Managing Director, All Told, Asia Pacific
Allison+Partners
Paul leads All Told in Asia Pacific and Allison+Partners’ business in Hong Kong, with a mission to help brands tell compelling stories that drive business results.

He has lived in the region since 1992, working in both agency and in-house capacities. Paul held regional leadership positions at Text100, Bite and Upstream Asia, serving brands in the technology, consumer, online, automotive and financial services sectors.

Key clients included Citi, eBay, FedEx, Four Seasons Hotels & Resorts, Fox International Channels, General Motors, HP and Microsoft, among others. Paul also worked in-house leading global marketing and communications for NASDAQ-listed Global Sources.

Originally from the United Kingdom, Paul has a BA in Economics from the University of Manchester.
01.40 - 01.50 pm
Intermission

10 min break

01.50 - 02.30 pm
Discussion

Selected speakers of APCS 2017 will trade opinions on the subject of post-digital communications.
02.30 pm

Goodbye & summary

Mark Laudi

Mark Laudi

CEO
Hong Bao Media
Mark Laudi is a mentor in media and presentation skills to C-suite executives, elected politicians and senior government officials, and a sought-after speaker, conference anchor and panel moderator at business conferences.

This follows a 14-year award-winning career in radio and television. At CNBC Asia Pacific, he held almost every position in the newsroom: behind the camera he was Producer and Sydney as Bureau Chief, and in front of the camera he was Stock Reporter, Anchor and Field Reporter.

He started his media career in radio aged 21, becoming Australia’s youngest radio current affairs show host at ABC Radio, later joining Singapore’s 938LIVE.