1. 9th Annual
MELCRUM
SUMMIT
Competing on the Curve:
Re-engineering IC for agility, productivity and impact
2012 17-18 October, 2012
Pullman Hotel, Hyde Park, Sydney, Australia
day 1 October 17, 2012
9.00am WELCOME FROM THE CHAIR By evolving the approach to content, the system - known as FRED, now
delivers succinct messaging that creates cut through and leads to action
Jonathan Champ, Research and Content Director - Melcrum
and has measurable financial benefits.
Key topics include:
9.10am KEYNOTE SESSION: Global Vision 2020: Redefining organizational
• Learning how to adapt and be smart with your technology
communication in a new era of transparency, mobility and digital fluency
• Enabling culture shift through valued engaging communication tools
Work is a defining part of our lives, but the meaning of “going • Capturing the business benefits of effective messaging
to work” is undergoing a profound change. New societal
Sarah-Marie Davis, Collaboration and Engagement - CISCO
demands are shaping a future workplace with different values
and priorities. Corporations are facing a growing demand for 12.20pm Lloyds International: A story of change, hope, action and impact
more openness and transparency. Cloud culture and collaboration is bringing
At Lloyds International the philosophy for internal
increased mobility and remote working capacity. How will these changes alter
communication is to create and facilitate strategic
the way employees connect, engage and communicate with each other?
alignment critical to individual and organisational
In this keynote session, futurist and visionary thinker Anne-Lise Kjaer business performance. This means creating
will deliver insights into some of the key drivers shaping the mindsets of an understanding of the business priorities and objectives; awareness
tomorrow’s workforce, and how society and people will evolve in the age of how individuals can contribute to the delivery of those objectives;
where cultural capital, people engagement and transparency set the agenda and opportunities to celebrate and recognise success. How do you build
for 21st century business. The aim is to encourage delegates to start actively confidence in times of great uncertainty? And how do you approach these
thinking about the Key Macro Trends influencing us today and how they will challenges with minimal resources and budget? Through the creation of a
affect our future vision of Internal Communication. OneLloyds - they took colleagues along a cultural change journey – where a
sharp focus on the delivery of a few critical business priorities was essential to
Anne-Lise Kjaer, Futurist & Founder - Kjaer Global
the future of the company.
Copenhagen Goodwill Embassador
Key outcomes:
10.10am Communication and Change – Does it have to be War?
• The search for a new identity and meaning post GFC
Communications and change management can only be • How to deliver a successful communications program with minimal budget
successful if both work together honestly and openly and and resources – the power of facilitating dialogue
also partner well with other key areas such as the Web team • Explore the links between internal communications and organisational
and for large scale organisational change transformations, psychology – facilitate change at organisational, team and individual levels
the HR team. Excellent collaboration is the only way to succeed. In times
Lynne Machin, Head of Communication
of sweeping change throughout an organisation, true collaboration can be
Ingerlise Svaleng, Communication Manager
difficult with areas trying hard to stay relevant.
- Lloyds International
This presentation will take you on the current journey of a large scale and
1.10pm Lunch
long term organisational change currently taking place in the Department
of Defence in the Chief Information Officer Group. This reform journey 2.10pm INTERACTIVE SESSION: Own it! Tools and tips for capturing
is occurring while at the same time vital business as usual ICT work must IC’s contribution
continue to a high standard. Just to make things more interesting, while all
3.40pm Afternoon tea
this is occurring the Department receives a budget cut as well as instructions
to reduce its workforce. 4.10pm Keeping manager communication fresh at Woolworths
Communications and change management has, does and will continue to David MacGregor, Communication Manager - Woolworths
play a vital role in the success of this journey. This session will show you how.
5.00pm Networking Drinks
Theresa Coxon, Acting Assistant Secretary ICT Reform -
Department of Defence
11.10am Morning tea
11.30am Meet FRED: Giving digital channels a voice
Cisco ANZ Management needed to connect to the
organisation but existing communication channels were not
achieving desired impact. Email was not resonating, cascading
messages through line of management were being diluted
and distorted. A digital message screen network was installed to provide
cut-through and create impact with the audience. Early approaches to
this new channel and content didn’t connect with employees. SM Davis,
Collaboration and Engagement lead will explain how by taking an
innovative, iterative and adaptive approach to the channel and its voice,
Cisco have created an in-demand system that has engaged audiences.

2. 9th Annual
MELCRUM
SUMMIT
Competing on the Curve:
Re-engineering IC for agility, productivity and impact
2012 17-18 October, 2012
Pullman Hotel, Hyde Park, Sydney, Australia
day 2 October 18, 2012
8.30am Leadership Breakfast Session 1.10pm Lunch
9.30am KEYNOTE SESSION: Can icons change? How communication 2.10pm Competing on the curve - delivering agility, productivity and impact
strategy can support business transformation
Internal communication continues to evolve in response to
Qantas is going through one of the most significant periods the changing needs of organisations, industries and markets.
of change in the company’s 92 year history. A considerable Increasingly, the role of the internal communication leader
transformation program is underway, all amongst a complex is to extend their influence and lead change, performance
industrial landscape. Head of Internal and Digital Communication improvement and transformation within their organisation, striking a balance
at Qantas Jo Boundy will discuss how the internal communication team has between delivering what is required today with building future capacity.
used strategic and innovative communication channels to help their managers
Melcrum’s Asia Pacific Research & Content Director Jonathan Champ will
and employees through these significant challenges.
present highlights from the current global Strategic Communication Research
Jo Boundy, Head of Internal & Digital Communication - Qantas Forum studies into communication capability, alignment and collaboration.
10.20am Communicating with purpose Key topics include:
Four acquisitions in a four year period and Medibank was well • Shifting the dialogue - leader and manager communication that
on its way to transforming itself from Australia’s number one drives performance
health insurer to a fully-fledged health care company. At least,
• Changing how we talk about change - the roles of communication
that’s what they thought.
in business transformation
Ilona Charles, Group Executive for Medibank will talk about Medibank’s
• Managing the business of collaboration - creating value through connection
transformation agenda, and an unexpected result from ongoing acquisition
communication – employees confused about why Medibank had acquired Jonathan Champ, Research and Content Director - Melcrum
these businesses and a lack of understanding about where the company
3.00pm Reinvention through radical transformation -
was going. Ilona will share insights from Medibank’s Group Executive
Department of Justice Victoria
about what to do with disappointing employee engagement survey results.
She’ll speak on key initiatives which ultimately turned employees’ lack of Faced with a range of high-profile and critical communication
understanding and confusion into an overwhelming belief in the company’s challenges, the Victorian Department of Justice
vision and purpose – and the role internal communication played. continues to develop successful strategic approaches to
communication management. The department’s Manager
Key topics include:
Corporate Communication Justin Gehde has led a team to manage the
• Redefining the company’s values from the ground up
communication of functional change to more than 7,000 staff across
• Aligning employees to a single purpose
Victoria while adapting to internal factors including the appointment of a
• How internal communication supports business transformation
new Director of Strategic Communication and a growing focus on using
Ilona Charles, Group Executive - Medibank video stories to convey messages in a time-poor and information-rich
environment.
11.10am MORNING TEA
Key topics include:
11.30am INTERACTIVE SESSION: Powerful and Persuasive Communication
• Faced concurrent complex changes driven by internal change and
Imagine having the expertise at your fingertips to conquer all external demands
those myths of voice and presentation that have bugged you • Adapted and evolved communication strategy
through your career. As a surgeon of personal presence, Dr • Incorporated new approached to tactics and messaging into a
Louise Mahler’s uses her cutting instruments to diagnose your successful framework
key area of performance blockage and conjure dramatic transformation. • Won the support of demanding stakeholders while over-delivering
This workshop presentation will provide the practical secrets to powerful on critical commitments
and persuasive verbal communication for internal communication
Justin Gehde, Manager Corporate Communication -
practitioners and organisational leaders.
Department of Justice
Louise is a business communication specialist and a proven performer in
3.50pm Closing statements
moving individuals and groups to take positive action through a unique
perspective focusing on the unsung wisdom of the mind-bodyvoice 4.00pm Summit close
connection. With a background in opera as well as a strong business
background she has brought the worlds of Art and Business together
in a pioneering combination that breaks the barriers of standard
communication.
Dr. Louise Mahler, Director - The Art of Business
Register online at www.melcrum.com/aussummit