Wednesday, November 15
Doors Open
Welcome & Opening
Mark Laudi
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.
Pierre Goad
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.
Communications and leadership.
Pierre Goad
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.
10 min Break
Asia-Pacific Communication Monitor 2017: Key results and conclusions
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.
Session I (simultaneous presentations)
Neurocommunication: Understanding the science behind stakeholder attitudes and behavior
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
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.
The communicator as 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
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.
Prevent a reputation meltdown with effective stakeholder engagement
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
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.
10 min break
Session II (simultaneous presentations)
The story of becoming #1 in India’s Best Companies to Work For – an Intuit India case study
Catch Anshuman Kumar share interesting insights and learning from Intuit’s journey in India of enabling and empowering its internal stakeholders – employees, through compelling story telling, high tech and high touch communications approach making them the agents of brand transformation and becoming the #1 Best Companies to Work For in India 2017 by the Great Place to Work Institute.
Anshuman Kumar
For over seventeen years, Anshuman has been shaping the image of some of the most visible companies in India, such as, The Times of India, Infosys Ltd., HCL Technologies & Intuit by designing high impact communications and employee programs.
In his current role as director of global corporate communications for Intuit across Asia Pacific, Israel and Canada, his initiatives have propelled Intuit consistently in the Top 10 Best Companies to Work for internationally.
WeChat for business: How to create your roadmap for success
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:
- Highlight how businesses can capitalise on the WeChat opportunity
- Define what a smart WeChat strategy looks like
- Review lessons learned from recent client case studies, and
- 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
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.
10 min break
Session III (simultaneous presentations)
How communications played a leading role in Apple's turnaround
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
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
Social media influencers and communication skills: What the Asia-Pacific Communication Monitor tells us
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.
Coffee break
Building a challenger brand and accelerating it regionally
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
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.
APACD General meeting
Appetiser
APCA gala
Thursday, November 16
Doors Open
Welcome
Mark Laudi
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.
Five gravest challenges to strategic communication as seen by your CEO
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
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 min break
Session IV (simultaneous presentations)
Managing reputation through adversity
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 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.
Digging deeper into the impact of influence in Asia
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
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.
10 min break
Session V (simultaneous presentations)
Sustainability in corporate communications
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
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.
Advocacy through digital media
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
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.
Brunch
Session VI (simultaneous presentations)
VR, AI & Co - How entertainment wins new customers and bigger budgets!
A blueprint for decision makers and anyone interested in increasing their budgets.
Kim Stengert
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.
Crisis communication
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
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.
10 min break
Driving post-digital communications: Issues, trends and future developments
Goodbye & summary
Mark Laudi
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.