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Programme 2012

8th February 2012

19:00 - 23:00

Welcome Party (informal), location: Arvenstube hall at Morosani Posthotel.
Address: Promenade 42, 7270 Davos Platz, Tel. +41 81 415 45 00.

9th February 2012

9:00 - 9:30

Registration, coffee

9:30 - 10:00

Opening of the forum
Forum Moderator:
Mohamed Al Ayed, Founder, President & CEO of TRACCS, Forum Commitee Member
Welcome greetings (organizers, partners, VIP guests):
Yanina Dubeykovskaya, Forum Content Director, General Manager of Seamediagroup Ltd.
Daniel Holtgen, Director of Communications at the Council of Europe, Forum Committee member
Lorena Carreno, President of the Mexican Association of PRs Professionals (PRORP), Forum Committee member
Yogesh Joshi, President of The Association of Business Communicators of India (ABCI)
Hiromi Yokoyama, Associate Professor at Tokyo University, School of Science

10:00 - 11:00

Debate: Privacy vs. Publicity
Moderator: Dr. Daniel Höltgen, Director of Communications at the Council of Europe

The renowned PR of world celebrities and movie stars, and also top communications and crisis management expert - Allan Mayer, Principal Partner at 42West (USA), and a leading PR consultant - Maxim Behar, Founder and CEO of M3 Communications Ltd., will share valuable experience and insights on:
· “Privacy versus Publicity in the era of transparency.”
Allan's personal interpretation: “While we have every right to demand transparency from public institutions, this doesn't mean that an individual automatically surrenders his right to privacy when he enters public life. The simple fact is that unless they have public consequences, the private acts of individuals are no one else’s business¸ even if those individuals happen to be famous. To argue otherwise is to strip away an essential aspect of their – and our! – humanity.”


11:00 - 11:30


11:30 - 13:30

Panel: Communicating Scientific Breakthrough
Panel resource providers: Skolkovo FoundationRussian Venture Company (OJSC)CERN
Moderator: James Gillies, Head of Communications at CERN

Panel with chief communicators at global innovation centers and science & technology parks:
· “Innovations today - whose call is it: the government, science or society?”
The answer will be provided by Stanislav Naumov, VP Government and Public Relations of the Skolkovo Foundation, with a viewpoint on the necessity for innovations and adequate reaction on behalf of social, public and administrative structures.
· “Technological secrets. Can science be transparent?”
Michel Claessens, Head of Communications at ITER Organization, will share his professional interpretation of transparency in avant-garde technologies and scientific research.
With complex scientific and technological projects addressing key challenges for humanity (and attracting huge amounts of funding), there is an increasing and legitimate demand from the public for better information and dialogue. Can science be transparent? The presentation will take ITER (the international fusion reactor being built in the South of France) as an example to show the factors that can promote or obstruct science communication.
· “Science communications in Japan - an academic approach, before and after the 3.11 crisis.”
An academic approach based on the factual experience of Hiromi Yokoyama, Associate Professor at Tokyo University, School of Science.
In 2004 Japanese national universities became independent administrative institutions and in 2005 the formal introduction of science communication took place in Japan.These two facts led to a new setup of the staff in charge of university public relations and science communications. Especially after the 3.11 (Tōhoku earthquake, tsunami  and Fukushima Nuclear Accident) universities have been actively required to make an effort to draw public attention to their research outcomes.
· “Technological breakthrough – the dream is (already) alive.”
Annie Gravier, Director Public Affairs and Communications at Technoparc Montréal, will share insights as a seasoned expert dealing with over 35 of the most innovative scientific companies in her region.
Technoparc Montréal is Canada’s largest science and technology park with 5,000 scientists working in the life sciences, aerospace, ICT and cleantech sectors. Anne will reveal its unique working environment and the latest technological breakthroughs to come out of their labs. She will help you to take a peek at what awaits the green scientific community: the future Éco-campus Hubert Reeves will be an open, high knowledge site in a wooded setting conducive to the emergence of new technologies in the fields of clean technologies, climate change and renewable energy.  Eight smart buildings equipped with the most innovative green materials and technologies will be linked by water ponds and bike paths with a community garden adjacent to a 26 hectares regional park. The dream is already alive.
· “How innovative is innovation communication?”
The Marketing manager of Ideon Science Park - Maria Sätherström, will accentuate on the latest innovative communication strategies and techniques in promoting scientific and technological breakthrough.
Supporting entrepreneurs for almost a decade, Maria has seen many examples of really good and bad innovation communication. An innovator’s main focus almost always lays on the technique and the innovation itself. But to be able to develop it further and take it to the market they need good communication with either customers or investors.
Maria will point out some common difficulties in innovation communication and strategies to avoid them. She will also tell what's most important in innovation communication. Does it really need to be innovative?
· “Talent-hunting or head-stealing?”
The answer will be provided by the experienced director Nettie Buitelaar, CEO at Leiden Bio Science Park and owner of Buitelaar Biotech Business, emphasizing on best strategies for the transfer from science to market.
In Western Europe there is a shortage on technically skilled people, especially with hands-on experience. In a thriving sector such as the life sciences, this could become a growth limiting step. Leiden Bio Science Park, as an ecosystem of companies dedicated to biopharmaceutical drug development, has taken action to prevent this from happening. Several solutions are in place now to ensure the supply of sufficient well-qualified personnel to the industry - achieved by carefully building on trust and looking for solutions beyond the interests of individual companies. The presentation will elaborate on the thus described process and its results.
· “Transparency vs. Ethics.”
Hans Kunz, Overseas Representative in Switzerland for Hong Kong Science & Technology Park, will tackle the issues of managing large scientific teams, safe-guarding the originality of the authentic technological idea during its implementation, and defending actual authorship.
· “Communication of institutional changes in the innovations sector.”
Evgeny Kuznetsov, Director of Development and Communications at the Russian Venture Company (RVC), will discuss structural changes in the public and venture capital sectors and the impact on communications.

Discussion, Q&A
Special guests invited to the final panel discussion:
Maxim Kiselev, Chief Development Officer at Technopark Skolkovo LLC

13:30 - 14:30


14:30 - 15:30

Debate: Internal/Employee Communications
Moderator: Mohamed Al Ayed, Founder, President & CEO of TRACCS
A seasoned public relations practitioner - Paul Holmes, Founder and CEO of "The Holmes Report" and the SABRE awards, the PR industry guru worldwide, and an experienced top-level manager - Nettie Buitelaar, CEO of Leiden Bio Science Park, will share experience and insight on:
· “Who should run internal comms – CEO, HR, PR or each employee?”


15:30 - 16:00

Keynote: Business & Communications trends in 2012
· “10 global Business & Comms trends that will matter in 2012.”
Rohit Bhargava, SVP Global Strategy & Planning at Ogilvy, Adjunct Professor - Global Marketing at Georgetown University, marketer, blogger and bestselling author, will discuss the rise of content curation and it's impact on marketing and PR, their recent integration, and how we can solve modern believability crisis in communications.


16:00 - 17:00

Panel: Latest Trends for Communication Consultancies
Panel Resource providers: CROS PR&PA, M3 Communications Ltd.
Moderator: Franco Gullotti, Owner and CEO at Gullotti Communications GmbH and Member of the Board of Swiss Crisis Communications Association

Panel with CEOs and digital directors of global PR agencies:
· “Today's professional demands to PR/Communications agencies.”
Sergey Zverev, Founder and President of CROS PR&PA, will discuss the contemporary call for different perspectives in the approach to today's public relations and communications industry.
· “Global vs. local Communication consultancies: a battle for attracting clients?”
Majdi Al Ayed, the Managing Director for UAE and Vice President of Network Affairs at TRACCS, will provide best practicies used in their experience as a local consultancy covering the region of Middle East and North Africa.
· “The challenge of Relevance.”
Gianni Catalfamo, European Digital Director at Ketchum Pleon, will elaborate on the necessity of relevant content and best strategies for involving target audiences, potential customers, stakeholders, and influencers.
Social Media are past the stage of interesting internet fad and have become a permanent feature of our world. They play to what is perhaps the humankind most ancient desire after food & shelter: the need to communicate with others. Powered by such a force, they are reshaping all we know in communications and marketing and are radically transforming the way opinions are formed and influenced, prompting an equally radical redesign of the communications and marketing disciplines. Once this is accepted, the obvious question is how we can navigate this redesign without disrupting our mktg & comms activity, and this is precisely what Gianni will briefly illustrate, drawing from 10 years of experience in Social Media (even before they were called Social Media).

Discussion, Q&A

17:00 - 17:30


17:30 - 18:30

Panel: Communication Associations’ Mission Today
Panel resource providers: Mexican Association of PR Professionals (PRORP), Russian PR Association (RPRA)
Moderator: Rui Martins, Regional Coordinator (Portugal) at the EU Association of Communications Directors (EACD)

Panel with representatives of large associations for PR and business or crisis communications:
· “Communication associations’ mission today – to form a pros’ community or engage socially?”
Join to hear the expert opinion of Lorena Carrenõ Díaz, President of the Mexican Association of Public Relations Professionals (PRORP).
Lorena will discuss the situation in Mexico and Latin America in terms of the public relations industry. She will also disclose a bit of the State of the Art of a non-profit Association deveopled ​​alongside with due market growth. She will provide insight on what should do and what should be done in organized groups of professional discipline.
· “Professional ethics in the era of transparency and authenticity.”
The line between virtue and vice while following principles, values, and obligations - examined by Mark Redgrove, Head of Communications at ORGALIME - The European Engineering Industries Association, and Board Member in EACD - The European Association of Communication Directors.
· “Today's external and internal mission of large communication associations.”
Yogesh Joshi, President of The Association of Business Communicators of India (ABCI) will explore the specific regional features of the orhanization he represents.
· “The social impact and activities of large professional organisations.”
Stanislav Naumov, President of The Russian PR Association (RPRA), will share insight on securing transparency at all levels of public administration and non-governmental organisations.

Discussion, Q&A

18:30 - 19:30

Panel: Chief Communications Officer’s Role
Moderator: Philippe Borremans, Chief Social Media Officer at Van Marcke Group and Board Member of the Belgian Chapter of the International Association of Business Communicators (IABC - Belgium)

Panel with CCOs of global companies:
· “Integrated corporate communications – pros & cons.”
Roma Balwani, Senior Vice President, Group Head, and Corporate Communications at Mahindra Group Ltd., will dicuss the advantages and drawbacks in using integrated communications as a company management strategy.
“CCO's growing responsiblity today: Shaping the corporation's body & soul.”
The Head of Corporate communications and Sustainable Development at GEFYRA S.A. and Head of EACD's CSR working group - Yannis Freris, will offer subtle approach to the role of the chief communications officer in making decisions and taking actions with regards to safeguarding the company reputation and image and will answer the tricky question of who-is-to-blame in the case of a corporate commuication malfunction or a mistake.

Discussion, Q&A
Potential theme: “Is corporate confidentiality still kept today?”
Special guests invited to the final panel discussion:
Kevin Donnellan, Executive VP and Chief Communications Officer at AARP

20:30 - 23:30

C4F Awards Ceremony & Gala Dinner – black tie/evening dress (or formal), location: Garden Hall 3, Morosani Schweizerhof Hotel. Address: Promenade 50, 7270 Davos Platz, Tel. +41 81 415 55 00.

10th February 2012

8:55 - 9:00

Opening of the second day
Forum Moderator: Maxim Behar, Founder and CEO of M3 Communications Ltd.

9:00 - 9:30

Keynote: Online Marketing
A top expert in Viral Marketing, Interactive Advertising, Digital Branding & Social Media - Mirko Pallera, Strategic & Creative Director at Ninja LAB, Director of Strategic Branding and Digital Strategy, as well as Editor in Chief at Ninja Marketing, will share experience and insight on the Viral Principle:
· “Create! How to design contagious ideas (and make the world a better place).”
“Go viral” is the ambition of every advertiser, but nobody - until today - has been able to explain the real secret of virality. After his first best selling marketing book, Mirko Pallera has been looking for the “holy grail” of communication: the secret formula to design a brand and a campaign that can stimulate tons of shares in social networks. A new clear formula is born, easy and useful, to design what he calls the Viral-DNA of an idea: the genetic structure behind successful brands such as Burger King, Old Spice, T-Mobile and Nike, and behind tremendous online success, obtaining the most from investments leveraging on the great potential of social media.


9:30 - 11:00

Panel: Territorial Reputation Management
Moderator: Vasily Dubeykovskiy, Place Branding Researcher, Moscow Business School (MIRBIS)
Panel with top experts in city/district positioning and communications strategies in promoting territorial reputation:
· “Building territorial reputation: The cases of Barcelona, Catalonia and Spain.”
Join to hear Juan Carlos Belloso - a seasoned communicator and expert in Place Strategy, Branding and Competitiveness.
· “Strengthening national reputation by creating and promoting successful local brands.”
Anna Lukanina, Executive Director of Depot WPF, will share with the audience key strategies for successful branding and also present several cases of raising territorial reputation.
· “Online Media Integration for Reputation Management: The Case of Athens.”
Manolis Psarros, Managing Director of abouTourism, an international destination consultancy, will present several online media strategies for the successful promotion of the city of Athens.

Discussion, Q&A

11:00 - 11:30


11:30 - 12:30

Panel: Media Communications
Moderator: Valery Levchenko, Deputy Editor in Chief RIA Novosti

Panel with top media reps, machine-assisted content experts and bloggers:
· “Can machines make sense of what is happening in the world?”
The answer will be provided by Nikos Sarris, Senior Manager, Media R&D projects at ATC S.A.
In today's fast pacing environment of conventional, personal and social media, it is getting harder to follow what is going on globally. Millions of people are publishing, blogging, posting and tweeting, adding up to a conventional Tower-of-Babel of amazing dimensions. Could the existing and emerging technologies of semantic analysis help us organise this chaos of information?
· “Impacts of Social Media on the (News) Media Sector - Challenges and Opportunities.”
Jochen Spangenberg, Innovation Projects / New Media, Dept of Strategy, Marketing & Distribution, Deutsche Welle, will discuss the influence of the modern social networks on today's news-production media sector.
Content published in Social Networks such as Twitter, Facebook YouTube or Flickr, to name but a few, is having profound impacts on the way media organisations - and respectively journalists - are conducting their businesses and operations. This presentation looks at some of the issues involved and portrays respective challenges of today and tomorrow.
· “Communicating for the lean-back medium.”
David Lee, Founder of Shakr Media Co. Ltd., will explain the secrets of using semantic analysis to derive meaning from the masses of available written content, and then algorithmically visualizing it for different mediums.

Discussion, Q&A

12:30 - 13:30

Panel: Investor Relations Communications
Panel resource providers: Russian Venture Company (OJCS)
Moderator: Thomas Missong, President of the European Association of Credit Rating Agencies (EACRA)

Panel with top financial or marketing experts and communicators:
· “Buy or Sell? - the trader's viewpoint.”
Alexander Gerchik, a professional trader-investor from 1996 till now, will share insight and experience in financial prognosis with regards to the trading sector and speak about making investment decisions and the factors that shape them.
· “Communication strategy for attracting investments in IT.”
Andrey Khusid, Owner and CEO of Vitamin Group, will present interesting cases from his practice as an executive dealing with investments, sharing valuable know-how and first-hand experience

13:30 - 14:30


14:30 - 15:00

Keynote: Virtual vs. Face-to-face
A top technical, sales and organizational transformation evangelist from Malaysia - Abdul Jalil Maraicar, Director at Cisco Systems, will share first-hand knowledge, experience and vision on:
· “Virtual vs. Face-to-face communications in technology, networking, and management.”


15:00 - 15:30

Keynote: Corporate Communication
· “Melding technology and traditional communication tools to create a cutting-edge organization.”
Staying relevant in today’s fast-moving communications landscape – where affinity and brand loyalty are achieved with a tap of a touch screen – means being digital, multi-platform, and integrated.  This casts the communications executive as visionary, experimenter, and practitioner – the one who finds the best calibration between technology and enterprise outcomes.
Kevin Donnellan will share his experience in this complex role as Executive VP and Chief Communications Officer at AARP, a 38 million-member nonprofit organization that helps people 50-plus improve their lives and gain independence, choice and control.
Innovations in communications technology and social media have accelerated AARP’s ability to understand, connect with, and empower the 50-plus consumer – to the point where every member has a personalized “AARP experience.”  The result is that being 50-plus has been transformed.  AARP is changing the way society thinks about an entire life stage by shaping a business “ecosystem” and marketplace that match up with a vital new 50-plus worldview.


15:30 - 16:00

Keynote: Communication & Reputation Management
Arturas Jonkus, the Managing Partner of Publicum Group communication agency, will share well-earned and valuable experience in diplomacy, PR and corporate communications, by presenting insights on:
· “Chief Reputation Officer: Is effective communication enough for a good reputation?”
Communicators are usually blamed when the company image is low or even bad. Sometimes despite their perfect work, PR specialists cannot improve the comapny reputation. What should be done, so that reputation could become a key performance indicator also for the other departments of the company? What measuring systems should be introduced and ajusted in order to drive the company reputation upwards? Is the position of Chief Reputation Officer a solution?


16:00 - 16:30

Case study · Marketing

Ruxandra Vasilescu from McCann PR at McCann Erickson, Romania - a Weber Shandwick affiliate, will present:
· The American Rom choco-bar: a product revival by challenging the national ego.”
How could ROM, a chocolate bar bearing the Romanian flag, gain appeal to youngsters with few national values?
The strategy was to trigger a public debate about national values and thus gain favorability for ROM brand.
McCann PR - Romania challenged youngsters' national Ego by replacing the Romanian flag on the package with the American one, and announcing it in the mass-media. The aim was to foster and encourage public debate triggered by this 'American take-over'. The campaign was closely monitored and public reactions were responded to. In a few days, following massive patriotic resurgence, ignited and developed especially in the social media, McCann PR brought back the old ROM, as Romanian as ever.
The patriotism debate raged in the media, finally consecrating ROM as an authentic national icon which ousted the category leader Snickers and became Romanian's favourite chocolate bar.


16:30 - 17:00


17:00 - 17:30

Case study · Social Media
Stefania Fussi, Marketing & Sales Manager - Viralbeat, will share insights on:
· “Ben&Jerry's for Good Ideas: Brand Advocacy and Social CRM.”
The short story of the case study goes as follows: Ben & Jerry's promoted "Good Ideas" to generate advocacy before Italian distribution kick-off. "Good Ideas" is a micro-finance program created to sustain social projects by the mean of a .000 donation to find ideas that can make the world a better place. Viralbeat activated the campaign through all social media platforms triggering a quick and huge viral response.
Maria Zakharova, Deputy Spokesperson for the Ministry of Foreign Affairs in Russia, will present:
· “Social Networking Practices at the Ministry of Foreign Affairs in Russia.”

17:30 - 18:00

Case study · Crisis Communications
Philippe Borremans, Chief Social Media Officer at Van Marcke Group, Board Member of the Belgian Chapter of the International Association of Business Communicators (IABC - Belgium), and Leader of the Social Media Work Group at EACD (European Association of Communication Directors), will share first-hand experience as one of the volunteers in a global project and provide a fantastic example of how social media can be used to generate free information on crisis communications and emergency management:
· “The Emergency 2.0 Wiki - a free open source resource for social media use in crisis situations.”
The Emergency Wiki project focuses on the network channels as a vehicle uniting the work of volunteers from across the globe. The project is a free resource available to all internet users through the ongoing input of professionals across varous industry sectors. This new collaborative model aims to facilitate global sharing and advancing knowledge on utilising web2.0 and social media particularly in emergency management.


18:00 - 18:30

Conclusions & observations: organizers, partners, speakers, VIP guests

18:30 - 20:30

Closing Buffet, location: Aspen Foyer (lobby area) in Davos Congress Centre.
Address: Promenade 92, 7270 Davos Platz, Tel. Tel: +41 81 417 11 22.

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