3rd European Summit on Measurement 2011

1269-050 Lisboa
Wednesday, 08 June 2011

Wednesday 8 June
The Learning Lab Day

10.00 - 18.00 Workshops
AMEC's Summit in Spain in 2010 energised communications throughout the world with the adoption of the Barcelona Measurement Principles, a new guidance framework for the research and measurement of communications programmes. We are underlining the importance of this industry initiative by basing a number of pro-active workshops led by international specialists in the Learning Lab Day on each of the Barcelona Measurement Principles.

To help with your choice of workshops, simply scroll to the bottom of this page for information on the content and speakers biographies for each workshop. 

10.00 - 12.30
Workshop A: Setting goals and preparing for measurement
Speaker: Professor Tom Watson, Professor of Public Relations, Bournemouth University, UK

Workshop B: The Future of the Media - Content is King
Speakers: Imogen Haddon,
Managing Editor, The Independent and The Independent on Sunday and i; Francine Cunningham, Executive Director, European Newspapers Publishers Association. Guest expert speakers: John Croll, CEO, Media Monitors and Jeremy Thompson, Managing Director, The Gorkana Group

Workshop C: What is Market Mix Modeling. How can I persuade my management or client to adopt it?

Speakers: David B Rockland, Ph.D., Partner/CEO, Ketchum Pleon Change and Global Research; Rainer Lang, Business Director & Head of Research & Evaluation, Ketchum Pleon, Germany; Marita Scarfi, CEO and Steve Kerho, SVP, Analytics, Media and Marketing Optimization, Organic, Inc and Joana Clayton, Corporate Communications Senior Advisor, FedEx

14.00 - 15.30
Workshop D: Insights - Not the size of the press clippings book are what the client wants
Speakers: Professor Donald K. Wright, Ph.D.,
Harold Burson Professor and Chair in Public Relations, College of Communication, Boston University, USA and Glenn O'Neil, Founder, Owl RE, Switzerland

Workshop E: AMEC's new Valid Metrics - How to use them and win over the client!
Speakers: Ruth Pestana, Worldwide Director of Strategic Services, Hill & Knowlton and Mike Daniels, Director, Report International and Chairman, AMEC

Workshop F: The future is consolidation and the emergence of bigger global groups: Statement or question?

Barry Leggetter, Executive Director, AMEC
: Giselle Bodie, COO, Kantar Media Europe; Mazen Nahawi, President, News Group International and President, FIBEP; Martin Murtland, Vice President and Managing Director, Dow Jones; Yann Blandy, CEO Europe, Cision; John Croll, CEO, Media Monitors Group; Jeremy Thompson, Managing Director, The Gorkana Group

16.00 - 18.00
Workshop G: Moving towards a global standard of social media measurement

Speakers; Tim Marklein, Executive VP, Measurement & Strategy, Weber Shandwick and co-chair, Council  of Public Relations Firms' measurement committee, Richard Bagnall, Managing Director, Metrica and Katie Delahaye Paine, Founder and CEO, KDPaine & Partners LLC

Workshop H
: Proving your worth
Speaker: Mark Westaby, Founder, Spectrum Consulting and AdsInsight

19.00 - 21.00 Summit Welcome Drinks Reception, generously sponsored by Cision on the rooftop bar.

Thursday 9 June

09.15 Welcome and Opening Remarks
Barry Leggetter, Executive Director, AMEC and Summit Director
Download Barry Leggetter biography.doc

Mike Daniels, Senior Consultant, Report International and Chairman of AMEC
Download Mike Daniels biography.doc
  Fatima Rebelo, Managing Director, Manchete, Summit National Partner
  Advertising is on its way out. Here comes branded content!
Alberte Gonzáles Patiño
Managing Director, Branding and Reputation, BBVA
Download Alberte G. Patiño biography.doc
Measuring success on Facebook?
Kathy Dykeman
, Head of Measurement & Insights, EMEA, Facebook
Download Kathy Dykeman biography.doc
 10.20 Questions and Answers to first session speakers
 10.35 Networking coffee break and exhibition

Presidential election 2011: The economies of attention of the first full-scale digital campaign in Portuguese electoral history
Jorge Portugal
, Advisor on Innovation for the President of the Portuguese Republic
Download Jorge Portugal biography.doc

Communicating Europe
Jeremy Moakes
, Head of Media Relations Division, Directorate of Communication, Council of Europe
Download Jeremy Moakes biography.doc

  Advocacy Evaluation - A new type of challenge for a global charity
Claire Hutchings
, Global Advisor - Monitoring, Evaluation & Learning (Campaigns & Advocacy) Programme Performance & Accountability Team, Oxfam
Download Claire Hutchings biography.doc
 12.15 Questions and Answers to second session speakers
 12.30 Networking and Lunch
 The Measurement Agenda 2020
 - A Leadership Commitment

 The 2010 Summit established the Barcelona Principles, a new, defined framework for communications research and measurement. In Lisbon we push the boundaries as part of a leadership bid to finally embed programme research and measurement at the heart of every PR programme.
 14.00 Barry Leggetter introduces the session

Part 1: What the industry believes is important
  Moderator: David Rockland Ph.D., Partner/CEO Ketchum Pleon Change and Global Research
Download David Rockland Biography.doc.

David Rockland presents results of reseach amongst communications professionals on the action steps they want the industry to take to create a Measurement Agenda for the Communications Industry by 2020
  Part 2: How do we get PR professionals to take measurement more seriously?
 14.35  Public Relations Society of America: represented by Ben Levine
 14.40  ICCO: represented by Richard Houghton, President, ICCO
 14.45  Institute for Public Relations Commission on Measurement and Evaluation: represented by Professor Donald K. Wright
 14.50  AMEC: represented by Mike Daniels, Chairman
 14.55  Council of PR Firms: represented by Tim Marklein
 15.00  Questions to the panel taken by David Rockland
 15.20  Networking Refreshment Break and Exhibition
 15.45  Part 3: What's missing to put measurement on the map - what the client thinks?

André Manning
, VP, Global Head External Communications and Acting Head Global Marketing & Communications, Royal Philips Electronics
Download Andre Manning biography.doc
  Cindy Conner, Reputation Research and Trends Manager, FedEx
Download Cindy Conner biography.doc
  Meenu Handa, Director of Corporate Communications, Microsoft India
Download Meenu Handa biography.doc
16.30 Part 4: Moderator introduces the members of an expert worldwide panel
   Laura Garcia, CEO, Global News - South America
Download Laura Garcia biography.doc
   Peter Granat, AMEC Board Director and President, & COO, North America, Cision - North America
Download Peter Granat Biography.doc
Mazen Nahawi, President, News Group International and President, FIBEP - Middle East
Download Mazen Nahawi biography.doc
Michael O'Connell, Managing Director, The Media Research Group - Asia Pacific
Download Michael OConnell biography.doc
Delegates will vote on the series of statements to form the Measurement Agenda 2020.
Summary and action steps
 17.45 End of Day 1
 19.00 Coaches depart from front of the hotel for Reception and Dinner at Kais, generously sponsored by Ninestars

Friday 10 June

10.00 - 12.00

The cross over point: Which is now the most influential and powerful - Traditional media or digital?
  Moderator: Giselle Bodie, Chief Operations Officer Europe, Kantar Media
Download Giselle Bodie biography.doc
Peter Granat, President & COO, North America, Cision
Download Peter Granat Biography.doc

Johna Burke, Senior Vice President, BurrellesLuce
Download Johna Burke biography.doc
  Marcus Gault, Managing Director, Insight and Social Media, Precise
Download Marcus Gault biography.doc
  Giles Palmer, CEO, Brandwatch
Download Giles Palmer biography].docx
  Ingrid Moorkens, Director, Product and Innovation,Ausschnitt
Download Ingrid Moorkens biography.doc

ROI - Definitions, language and change
  Moderator: David Rockland Ph.D., Partner/CEO Ketchum Pleon Change and Global Research.
  Professor Tom Watson, Professor of Public Relations, Bournemouth University, UK - academic research
Download Tom Watson biography.doc
  André Manning, Vp, Global Head External Communications and Acting Head Global Marketing & Communications - in the context of a marketing organisation
Download Andre Manning biography.doc

         Cindy Conner, Manager of Reputation Research and Trends, FedEx - from the perspective of corporate reputation
Download Cindy Conner biography.doc
  Natasha Fogel, Executive Vice President, Global Research & Measurement, StrategyOne - what agencies are expected to deliver
download Natasha Fogel biography.doc
Tim Marklein, Executive VP, Measurement & Strategy, Weber Shandwick and Co-chair, Council of Public Relations Firms' measurement committee
Download Tim Marklein biography.doc
 Presentations will be summarized into a common set of definitions to be put out for review by delegates post Summit
 12.10 Closing Remarks
Mike Daniels, Chairman, AMEC and Senior Consultant, Report International
 12.30 Networking Lunch and Summit Close

Programme updates

To receive programme updates email summit@amecorg.com

Speaker Confirmation & Changes

Please note that speakers are sometimes prevented from attending. Although we do endeavour to find suitable replacements of a similar calibre, we cannot guarantee any specific case studies, speakers or sessions. Updates will be regularly posted on the website.

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