Innovation Conference

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Innovation Conference

  1. 1. INNOVATION INCOMMUNICATIONSCONFERENCEEVENTS SCHEDULEAND TRENDS PAPER26TH MAY 2011AS FINANCIAL, BUSINESS, CONSUMER AND DIGITAL MARKETSSTRUGGLE TO COME TO TERMS WITH THE RAPIDLY CHANGINGBUSINESS ENVIRONMENT LEADING THINKERS INCLUDING PAULHOLMES FROM THE HOLMES REPORT / TOM GLOVER FROM THEFT.COM / IAN MACDONALD FROM AUTO TRADER / DAVID MACDONALDFROM L’OREAL / MELISSA DAVIS FROM TRUE BRANDING ANDCHARLES DAVIS FROM THE CEBR SHARE THEIR EXPERIENCES ONINNOVATION AND ITS ROLE IN THE COMMUNICATIONS LANDSCAPE.WWW.HOTWIREPR.COM WWW.SKYWRITEPR.COM WWW.33-DIGITAL.COM
  2. 2. 2011 EVENT AGENDATHURSDAY 26TH MAY SESSION TWO SESSION FOUR13:00 - 13:30 14:10 -14:40 15:20 - 15:40REGISTRATION AND REPUTATION IN A THE NEW CSRREFRESHMENTS NANOSECOND MELISSA DAVIS, TRUE DAVID MACDONALD, BRANDINGOPENING ADDRESS L’OREAL13:30 - 13:40 WE LOOK AT THEOPENING WE WILL DISCUSS HOW BLEEDING EDGE OFBRENDON CRAIGIE, OR IF YOU ‘DO’ LOCAL TO CSR. WE ALSO EXAMINEHOTWIRE, SKYWRITE COMPLEMENT GLOBAL. CAN SOME UNCOMFORTABLEAND 33 DIGITAL YOU DO IT, DO YOU NEED TO TRUTHS SUCH AS DO WE TODAY? CAN YOU CONTROL ALL FEEL COMFORTABLESESSION ONE INFORMATION WHEN IT IS PORTRAYING OUR13:40 - 14:10 ON THE OTHER SIDE OF THE EMPLOYERS AS SOCIALLYWHO’S IN CHARGE? WORLD IN A NANOSECOND? RESPONSIBLE?PAUL HOLMES,HOLMES REPORT BREAK SESSION FIVETOM GLOVER, FT 14:40 -15:00 15:40 - 16:00 BREAK AUSTERITY AND THENOT MANY COMMS HOTWIRE, SKYWRITE CONSUMERDIRECTORS ARE ON AND 33 DIGITAL CHARLES DAVIS,COMPANY BOARDS. WE CEBRLOOK AT THE AUTHORITY SESSION THREEAND RESPONSIBILITY 15:00 - 15:20 ACROSS THE GLOBE,AFFORDED PR, BUSINESS TO PEOPLE CONSUMERS HAVE BEENADVERTISING, MARKETING IAN MACDONALD, FORCED TO TIGHTENAND DIGITAL MEDIA AUTOTRADER THEIR PURSE STRINGS ASSPECIALISATIONS. WHAT DISPOSABLE INCOME HASARE THE KEY TRENDS? ARE B2B AND B2C DEAD? SHRUNK. HOW HAVE PRWHAT DO THE MOST WITH THE INFORMATION AND COMMUNICATIONSINNOVATIVE COMPANIES GLUT AND THE COMMS TEAMS HAD TO CHANGEDO? TOOLS THAT ARE AVAILABLE THEIR APPROACHES AND TO ALL IS IT NOW ALL ABOUT CAMPAIGNS IN THE FACE BUSINESS 2 PEOPLE? OF THIS AUSTERITY? RECEPTION 16:00 - 17:00 DRINKS AND CANAPES
  3. 3. WHO’S IN CHARGE? ON RESPONSIBILITY AFFORDED PR PAUL HOLMES & TOM GLOVER About Paul Holmes Paul Holmes founded The Holmes Group in 2000 and is Editor-in-Chief and CEO. Paul has more than two decades of experience writing about and evaluating the public relations industry and consulting with both public relations firms and their clients. The Holmes Group delivers against its mission by providing the most sophisticated reporting and analysis on public relations trends and issues. THE HOLMES REPORT WWW.HOLMESREPORT.COMAbout Tom GloverTom has over ten years experience in the PRindustry and is currently deputy director ofglobal communications at the FT. He is alsohead of digital communications, reflectingthe FT’s recognition of the importanceof leveraging social networks and digitalcommunities to drive its audience, brand andengagement. Prior to his current role, Tomspent a year as the acting global director ofcommunications at the FT (maternity cover),worked at Orange for four years and startedhis career at Weber Shandwick where heworked for a range of international technologybrands including Microsoft, Monster, ComputerAssociates and Adobe.FINANCIAL TIMESWWW.FT.COM
  4. 4. Key findingsWith only a small number of comms directors on company boards there haslong been discussion among organisations and PR professionals alike as towhere PR and its broad strategic capabilities fit into the management scope.COMPANY BOARDS41% v 59% Hotwire’s recent international study of senior communica-tions professionals was conducted in conjunction with the Holmes Report andinterestingly found that among respondents only 41% stated that PR sat onthe senior management board compared to 59% who did not.Furthermore when assessing how much influence marketing, communications,PR and Ops/HR had on corporate reputation it was found that on averagecommunications teams had the most influence, closely followed by the PRteam. Marketing was also perceived to have a good deal of influence withOps/HR teams also having some input. Interestingly, when looking at howthese respective departments influenced brand and product marketing, com-munications was again found to have significant input but the marketing teamheld the most influence which indicates an exact responsibility swap acrossthe two areas. SOCIAL MEDIAWhile from the above PR appears to still be struggling to geton the corporate agenda in its entirety according to the research findings it hasfirmly taken responsibility for social media management.46% of respondents indicated that responsibility fell with the PR departmentcompared to 35% who stated it was managed by marketing and 8% bycustomer relations.BUDGETWhether brought about by the increase in social media or a rise in reputationand brand management a significant proportion (22% of respondents) con-firmed that their communications budgets had been raised between 10% and20% over the past year, 17% stated that their budgets had been raised but byless than 10% and 8% had their budgets raised by 20% or above.
  5. 5. REPUTATION IN A NANOSECOND ON COMBINING GLOBAL AND LOCAL DAVID MACDONALD & DREW BENVIE About David MacDonald David Macdonald manages the UK and Ireland corporate communications operations for the L’Oréal group. He and his team build and protect L’Oréal’s corporate reputation with the media and a range of stakeholders. He also manages the company’s CSR and internal communications programmes. He joined L’Oréal from Orange in 2008 where he was a company spokesperson and man- aged brand and corporate media relations. L’OREAL WWW.LOREAL.CO.UKAbout Drew BenvieDrew Benvie is managing director of our digitaldivision, 33 Digital. Drew is responsible fordriving our expertise in social media and digitalPR programmes across international clients.Prior to joining Hotwire in 2007, Drew wasan associate director at Lewis PR. Otherclient experience includes Lexmark, theConservative Party and Pret a Manger.Drew is a high profile expert on social mediaand a frequent speaker and blogger.33 DIGITALWWW.33-DIGITAL.COM
  6. 6. Key findingsThere is an industry wide acknowledgement amongst PR professionals that21st century campaigns must be global. Technology and the rapid growthof social media has enabled companies to target, connect with and respondto global audiences with the click of a button. But are companies willing toadopt a global approach? Is there a risk that adopting a global approach willjeopardise the effectiveness of the local elements of campaigns?Though the scope of activities that can be included in communicationscampaigns has changed exponentially with the growth of digital expertise,over 30% of respondents have not seen an increase in their overallcommunications budgets. This indicates that existing budgets are beingallocated in a greater number of areas providing more scope for larger andfurther reaching campaigns.A breakdown of how communications budgets are dividedshowed digital and social media advertising and experiential marketing to beincreasingly important elements within global campaigns.But is the widening scope of campaigns causing local activity to fall by thewayside? Over half of the respondents to our survey have seen no changein the balance between central and local control of communications, with only17% seeing an increase in local activity. With almost a quarter of respondentsnoting an increase in centralised activity it seems that some organisations areat risk of underestimating the importance of understanding local culture.
  7. 7. BUSINESS TO PEOPLE ON THE BLURRING OF B2B AND B2C IAN MACDONALD & DREW BENVIE About Ian MacDonald Ian is E-marketing manager for Trader Media Group (TMG), home of popular online intermediary websites such as Auto Trader and Bike Trader. Before joining Auto Trader Ian has worked for brands including Direct Line and Prudential. AUTOTRADER WWW.AUTOTRADER.CO.UKAbout Drew BenvieDrew Benvie is managing director of our digitaldivision, 33 Digital. Drew is responsible fordriving our expertise in social media and digitalPR programmes across international clients.Prior to joining Hotwire in 2007, Drew wasan associate director at Lewis PR. Otherclient experience includes Lexmark, theConservative Party and Pret a Manger.Drew is a high profile expert on social mediaand a frequent speaker and blogger.33 DIGITALWWW.33-DIGITAL.COM
  8. 8. Key findingsThe concept of business to people is one that was predicted at the end of2010 by Global CMO of software giant SAP, Marty Homlish; who commentedon the importance of recognising that behind every business, “B” there is infact a person expecting a consumer-like experience and therefore there isextreme importance in engaging with customers and clients.INCREASING VISIBILITYHotwire’s study revealed that businesses are becoming increasinglyaccessible to both internal and external stakeholders.2/3 of the respondents surveyed, over a third (69%) were in strongagreement that transparency between corporations, employees andcustomers is greater today than ever before reflecting the fact that anorganisation’s stakeholder network is privy to more insight into the workings ofa company than ever before. INCREASING ACCESSIBILITYThis trend runs hand in hand with an increase in accessibility,with 70% of respondents being strong advocates that the growing tendencyto utilise social media had impacted on the transparency of businesses. Thisindicates that the use of social media has allowed organisations to have morecontact with audiences they may not have directly approached previously,highlighting a gradual move away from the institutions of B2B and B2C to amore people oriented approach.
  9. 9. THE NEW CSR ON INCREASING ACCOUNTABILITY MELISSA DAVIS & GILES PEDDY About Melissa Davis Melissa is a brand and sustainability specialist, working with companies to help them align sustainability with their brand and communication goals. Melissa set up True Branding six years ago and working with clients that include KPMG sustainability, TNT, Virgin, The Crown Estate, Cariliion and The Body Shop. TRUE BRANDING WWW.TRUEBRANDING.CO.UKAbout Giles PeddyGiles Peddy is (interim) managing directorof Hotwire’s technology practice. Giles isresponsible for developing strategic campaignsand enhancing brands for a wide range of B2Btechnology clients internationally. He workswith Hotwire’s IT&S clients on PR programmesthat position them as global IT leaders. Priorto joining Hotwire, Giles managed technologycampaigns for Oracle, EMC and Samsung.In 2007, Giles won the Sabre Awards Pan-European Campaign of the Year.HOTWIREWWW.HOTWIREPR.COM
  10. 10. Key findingsThe concept of being kind is universal; CSR is becoming an increasinglyimportant consideration in business strategy and budgeting with 83% of oursurvey participants strongly agreeing that it is more important than ever fororganisations to behave in a socially responsible manner.The concepts of corporate social responsibility and reputation are intrinsicallylinked and becoming more so with the technology and social media toolsavailable today. But is increasing accountability and transparency affectingthe willingness of PR professionals to promote their employers as sociallyresponsible?SOME SAY NOOver half of communications professionals thattook part in our research agree that the CSR activities undertaken by theiremployers are well aligned with the company’s mission statement and values.Furthermore, over 50% of those professionals feel comfortable promoting theircompany’s CSR work regardless of the platform being used. BUT SOME DEFINITELY SAY YESHowever, 18% of respondents stated that they do not feel comfortablepromoting their organisation’s CSR work on any platform, and a further almost10% feel even less so with the introduction of social media platforms.This highlights the fact that there is still some concern regarding the portrayalof an organisation as socially responsible, and furthermore suggests that thedecision as to whether or not to portray a company as socially responsibleremains a highly personal one, not dictated by who signs our pay cheques.
  11. 11. AUSTERITY AND THE CONSUMER ON CHANGING YOUR STRATEGY TO MATCH CHARLES DAVIS AND LAURA MACDONALD About Charles Davis Charles Davis is a managing economist at Cebr. Charles manages the prospects service; Cebr’s macroeconomic advisory package for business and is an economic advisor. He has considerable experience in bespoke consultancy project design, management and delivery as well as client presentations. CEBR WWW.CEBR.COMAbout Laura MacDonaldLaura is responsible for the planning andexecution of campaigns for clients and workswith her team to ensure strong press coverageacross the board.Laura specialises in creating consumercampaigns for blue-chip brands such asBraun, Boots, Samsung and the Royal Bank ofScotland.SKYWRITEWWW.SKYWRITEPR.COM
  12. 12. Key findingsResearch from the Centre for Economics and Business Research showsthat the cost of living has surged in 2011, with increased transport, heatingand food and beverage costs putting the most pressure on spending power.Across the globe, consumers have been tightening their purse strings to copewith climbing interest rates and rising VAT and in many cases communicationsbudgets have also been affected, with 32% of our respondents not seeingtheir budgets increase in 2011, and 18% actually seeing them decrease.DOES IT IMPACT?Have PR and communications teams had to change their approaches andcampaigns in the face of this austerity? Our research has shown that almosta quarter of survey respondents have seen significant alterations to theircampaigns following the recession. The money conscious approach thatboth consumers and businesses have adopted appears to have significantlyimpacted on comms teams; in the face of static or reduced budgets andlower disposable income campaigns have had to become more innovative inorder to make them work harder and penetrate into a less receptive and morecareful market.
  13. 13. NOTES SOHO 26TH HOTEL MAY 2011 INNOVATION IN COMMUNICATIONS CONFERENCE
  14. 14. About HotwireOver the last ten years, Hotwire has become one of the world’s leading PR agencies dueto a number of clear differentiators. One differentiator is industry insight; through a practicebased structure specific teams address selected industries and verticals. And, only bybeing as transparent and measureable as possible can Hotwire give clients the value andclarity they need to manage their PR and reputation. This has led to an approach whereHotwire looks at output/ROI, outcome and business outcome for every programme we run.Hotwire’s international footprint is also of significance. Hotwire has offices in the majorEuropean markets and sister agencies and affiliates throughout the world. Last but not leastis creativity. Creativity runs through all programmes and Hotwire’s approach to ‘practicalcreativity’ has led to a number of award wins.Brendon Craigie: HOTWIREbrendon.craigie@hotwirepr.com WWW.HOTWIREPR.COM+44 (0) 207 608 4624About SkywriteSkywrite provides brands with straight talking PR. We pack the creative punch to get theresults you need to make a difference. Specialising in grabbing media attention for ourclients, we engage with mainstream, as well as hard to reach, audiences.Our mission is to make the brands we work with famous - we know who to talk to and howto reach them. With Skywrite, you get an honest, no-nonsense approach – combining thiswith our creativity, passion and enthusiasm, we ensure our work delivers real consumerimpact as well as value for money.Our campaigns are bold, yet clever and we’re totally driven by results – so much so thatwe’re not afraid to put our money where our mouth is.Since launching, we were a finalistfor PRWeek’s New Consultancy of the Year 2008 and have been named PRWeek’s Oneto Watch 2009.Laura MacDonald: SKYWRITElaura.macdonald@skywritepr.com WWW.SKYWRITEPR.COM+44 (0) 207 608 4640About 33 Digital33 Digital is an international agency spanning the PR and digital industries. The agency’ssole purpose is to help brands communicate effectively to digital communities.Set up to offer specialist digital and social media PR and marketing services, 33 Digitalgoes a step beyond online media relations. The team is experienced in community building,web development and SEO while retaining a strong understanding of PR and commsstrategy development and the kind of messaging that builds editorial media headlines. Allthis with an international outlook, equipped to cope with campaigns of different levels ofcomplexity across geographies.All of 33 Digital’s team are experienced communications professionals, as deeplyentrenched in digital media as the audiences they reach out to. 33 Digital’s expertisecomes from a heritage as PR and marketing consultants, with experience workingon campaigns in consumer, b2b and technical industries. It means the team sees theopportunity and navigates the pitfalls while others are still learning the way.Drew Benvie: 33 DIGITALdrew.benvie@33-digital.com WWW.33-DIGITAL.COM+44 (0) 207 608 4626

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