The document summarizes the agenda for the 9th Annual MELCRUM SUMMIT on competing on the curve and re-engineering internal communication for agility, productivity and impact. Over the two day summit, there will be keynote speeches and sessions on global visions for organizational communication, communication and change management strategies, digital communication channels, leadership communication, communicating purpose, powerful and persuasive communication, and competing on the curve to deliver agility and productivity. Speakers will represent organizations like Cisco, Qantas, Medibank, Woolworths, Lloyds International, and the Department of Justice Victoria.

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 delivers succinct messaging that creates cut through and leads to action
and has measurable financial benefits.
Jonathan Champ, Research and Content Director - Melcrum
Key topics include:
9.10am KEYNOTE SESSION: Global Vision 2020: Redefining organisational
communication in a new era of transparency, mobility and digital fluency
Work is a defining part of our lives, but the meaning of “going
Sarah-Marie Davis, Collaboration and Engagement - CISCO
to work” is undergoing a profound change. New societal
demands are shaping a future workplace with different values 12.20pm Lloyds International: A story of change, hope, action and
and priorities. Corporations are facing a growing demand for 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?
Communications and change management can only be
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
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
Be compelling with data, design and storytelling.
this is occurring the Department receives a budget cut as well as instructions
to reduce its workforce. 3.40pm Afternoon tea
Communications and change management has, does and will continue to 4.10pm Keeping manager communication fresh at Woolworths
play a vital role in the success of this journey. This session will show you how.
Speed and simplicity are essential ingredients when communicating
Theresa Coxon, Acting Assistant Secretary ICT Reform - to one of Australia’s largest retail workforces. With over 850
Department of Defence managers across 800 locations and over 100,000 employees
communication becomes a critical enabler of business
11.10am Morning tea
performance. Access to information about customers, a vast range of products
11.30am Meet FRED: Giving digital channels a voice and services are key differentiators in this hard-fought marketplace. Front-line
store managers rely on timely effective information to deliver their contribution to
Cisco ANZ Management needed to connect to the
the corporate strategy. David MacGregor, Communication Manager, Woolworths
organisation but existing communication channels were not
will explain how effective use of technology has equipped managers to
achieving desired impact. Email was not resonating, cascading
communicate effectively with their diverse teams face-to-face in the workplace.
messages through line of management were being diluted
and distorted. A digital message screen network was installed to provide Key topics include:
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,
David MacGregor, Communication Manager - Woolworths
Cisco have created an in-demand system that has engaged audiences.
By evolving the approach to content, the system - known as FRED, now 5.00pm Networking Drinks

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
on its way to transforming itself from Australia’s number one drives performance
health insurer to a fully-fledged health care company. At least,
that’s what they thought.
in business transformation
Ilona Charles, Group Executive for Medibank will talk about Medibank’s
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
communication of functional change to more than 7,000 staff across
Victoria while adapting to internal factors including the appointment of a
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
Imagine having the expertise at your fingertips to conquer external demands
all those myths of voice and presentation that have bugged
you through your career. Dr Louise Mahler will diagnose
your key area of ‘performance blockage’ to create dramatic successful framework
transformation. This workshop presentation will provide the practical
secrets to powerful and persuasive verbal communication for internal on critical commitments
communication practitioners and organisational leaders. Louise is a business
Justin Gehde, Manager Corporate Communication -
communication specialist and a proven performer in moving individuals and
Department of Justice
groups to take positive action through a unique perspective focusing on
opening up the mind-body-voice connection. With a background in opera 3.50pm Closing statements
as well as a strong business background she has brought the worlds of Art
4.00pm Summit close
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