X Regional EACD Lisbon Debate over the topic "Going global: Managing Multicultural Effective Communication", 16th october 2012

1. 16.30–16.50 Welcome reception
16.50–17.00 Presentation of the European Asso-
ciation of Communication Directors
(EACD)
Rui Martins
17.00–17.20 The Importance of consumer and
employee engagement to maintain re-
levance and assure continuous growth
Sofia Aires
17.20–17.40 International Expansion =
Reputational Challenge
Tiago Vidal
17.40–17.50 Coffee Break
17.50–18.10 Creating value through
business intelligence
Luís Ferreira Lopes
18.10–18.30 Managing an Airline reputation in
troubled global skies
André Serpa Soares
18.30–19.00 Q&A Session / Discussion
Moderated by Rui Martins
19.00–20.00 Get-Together
T H E E A C D R E G I O N A L D E B A T E S 2 0 1 2
AUSTRIA I BELGIUM I BULGARIA I CROATIA I CYPRUS I CZECH REPUBLIC I DENMARK I ESTONIA I FINLAND I FRANCE I GERMANY I GREECE I HUNGARY I ICELAND I IRELAND I ITALY I LITHUANIA I LUXEMBOURG I MALTA
I MONTENEGRO I NETHERLANDS I NORWAY I POLAND I PORTUGAL I ROMANIA I RUSSIA I SERBIA I SLOVAK REPUBLIC I SLOVENIA I SPAIN I SWEDEN I SWITZERLAND I TURKEY I UNITED KINGDOM
L I S B O N / P O R T U G A L
S C H E D U L E
1 6 O C T O B E R 2 0 1 2 • 1 6 . 3 0 • H O T E L A L T I S L I S B O N
H O S T / V E N U E
A B O U T T H E R E G I O N A L D E B A T E S
EACD Regional Debates bring together public relations and communications professionals from different European regions for informative discussions and great networking opportuni-
ties. By organising debates and presentations on contemporary communications issues to members across Europe, the EACD shares the accumulated knowledge of its members
across the continent, strengthening its network in the process. Hosted by EACD members, these events take a variety of forms and normally feature best case presentations, work-
shops, panel and round table discussions. At the end of each event there is always time set aside for attendees to relax wih refreshments and network with peers.
www.eacd-online.eu
Sala Madrid, 12th floor
Rua Castilho 11 • 1269-072 Lisbon
Going global: Managing Multicultural
Effective Communication
Sofia Aires
Marketing and
Communications Director
Grupo Visabeira
Sofia Aires is Marketing and Communica-
tions Director at Grupo Visabeira, defining
Marketing Strategies for the Telecommuni-
cation, Energy, Tourism and Real Estate sec-
tors, since 2010. Graduated in Marketing
Studies at IPAM, also holds a Master De-
gree in Political Marketing from ESCSL. As
Marketing and Brand Strategist, worked
with Brands such as: Absolut Vodka; Cerve-
ja Sagres; Unilever (Olá, Iglo) Sumol, Mattel
and Nova Rede. Additionally also taught
Strategic Planning of Communications at
ESCL and Marketing and Advertising at IETC
(2009/2010).
Luís Ferreira Lopes
Executive Editor and
General Director
Rumo
Luís Ferreira Lopes is an Executive Editor
(and general director) at “Rumo” since May
2011. He is a former Editor of Economy &
Markets at SIC TV, as well as former jour-
nalist at RTP and also Radio Renascença
and África Hoje; writer (4 books); former
Master coordinator and teacher of Entre-
preneurship and Management Innovation
at Laureate / ISLA – Lisbon; Master in Inter-
national Economic Relations at Lusíada Uni-
versity.
Tiago Vidal
Head of Corporate
Communication
Sonae Sierra
As Head of Corporate Communications at
Sonae Sierra, a leading international shop-
ping centre specialist, Tiago Vidal leads all
corporate communication activities for the
Company Stakeholders in the 11 countries
were the Company operates. Is particular
responsibilities include Reputation man-
agement, Corporate Marketing and PR,
Stakeholders engagement, Crisis Commu-
nication and Media Relations. Tiago is grad-
uated in Communication Sciences (Univer-
sidade Independente), has a Post-Gradua-
tion in Management (Nova SBE) and a Fi-
nancial Course for Senior Managers (Lon-
don Business School). He is also a resident
teacher of the “Advanced Public Relations
and Crisis Management” course at the In-
ternational Council of Shopping Centres
European Retail Property School.
André Serpa Soares
Corporate Communica-
tions & PR Manager
TAP Portugal
André Serpa Soares is a practitioner at TAP
Portugal’s Communications & Public Rela-
tions Dpt. since 2007. He develops his
work as Social Media Manager, Press Of-
ficer, Spokesperson, Internal Publications
and intranet platforms coordinator, amongst
others. He started his professional career
as a radio journalist and DJ and working as
a TV reporter for TDM Radio and TV Ma-
cao. He published several press articles as
a freelance in Macao, China. As of 1991, he
was CFO of /Rádio Universidade de Coim-
bra/, where he also continued to work as a
journalist and DJ. From 1999 until 2007, he
worked in PR agencies based in Lisbon,
acting as Corporate Public Relations Direc-
tor in one of them. André studied Law at
Coimbra University and went through an
Advanced Programme in Social Media at
Universidade Católica de Lisboa.
Case study – TVCABO - The Importance
of consumer and employee Engagement
Visabeira Global’s Strategic Vision in
global telecommunications industry
applied to the TVCABO Brand activity
plan. Methodologies used to increase
Brand Reputation and achieve effective
results in Strategic Marketing Plan,
in order to generate positive return
through local brand customers.
Case study – Creating value through
business intelligence
Rumo brand and concept: “to grow,
to know and to live” – business intel-
ligence made in Angola in a crowded
media market. Rumo multiplatform
strategy: developing monthly magazine
newsletter / facebook page + custom
publishing unit + seminars and work-
shops unit (project).
Case study – Managing an Airline repu-
tation in troubled global skies
TAP Portugal carries 10 million passen-
gers annually and operates a system-
wide network including 77 destinations
in 35 different countries across 3 con-
tinents. Up to 73% of TAP sales are
made abroad. With such a geographic
and cultural reach, online platforms are
essential tools to manage reputation in
an effective way.
Case study – International Expansion =
Reputational Challenge
Presentation on Sonae Sierra interna-
tionalization strategy, the reputational
challenges that the company had to
overcome and its current corporate
communication strategy.

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Please register by 12th
October 2012
by fax or by email to portugal@eacd-online.eu.
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T H E E A C D R E G I O N A L D E B A T E S 2 0 1 2
AUSTRIA I BELGIUM I BULGARIA I CROATIA I CYPRUS I CZECH REPUBLIC I DENMARK I ESTONIA I FINLAND I FRANCE I GERMANY I GREECE I HUNGARY I ICELAND I IRELAND I ITALY I LITHUANIA I LUXEMBOURG I MALTA
I MONTENEGRO I NETHERLANDS I NORWAY I POLAND I PORTUGAL I ROMANIA I RUSSIA I SERBIA I SLOVAK REPUBLIC I SLOVENIA I SPAIN I SWEDEN I SWITZERLAND I TURKEY I UNITED KINGDOM
1 6 O C T O B E R 2 0 1 2 • 1 6 . 3 0 • H O T E L A L T I S L I S B O A
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Going global: Managing Multicultural
Effective Communication
L I S B O N / P O R T U G A L