PRESENTED BY MUMBRELLA

MARCH 23SYDNEY

Being at the helm of CommsCon as it enters its fourth year has proven a challenge for me, as a journalist.

At a time when the public relations industry is in flux, I have had an opportunity to reassess what I thought about PR.

Having reported previously on adland for Mumbrella, I’m now serving an industry which is also rapidly changing and moving towards a wider marketing world with all the challenges and opportunities that brings.

The world of PR and communications is a diverse community facing increasing pressures. Smaller marketing budgets mean agencies of all disciplines are claiming they can tackle the owned and earned media space, with creative agencies, particularly, eyeing the traditional realms of PR.

However, PR has come into its own in terms of creative ability, with even traditional creative agencies now putting it at the centre of their campaigns. The McWhopper stunt created by Y&R New Zealand is evidence of this. The team behind that idea is presenting today.

The role of crisis communications has also come under the spotlight - a place it typically steers away from - over the past two years. The role Ogilvy PR played in campaigning for the release of Al Jazeera journalist Peter Greste highlighted how powerful good communications are. Ogilvy is shortlisted in two categories at tonight’s CommsCon Awards - we wish them and the other entrants good luck.

The role Edelman played during the Sydney Siege at the end of 2014 further highlights how important a crisis plan is. You can hear from Edelman’s Ian Pope at 1:45pm today on how the agency handled the biggest news event of 2014.

I’d also like to take this moment to thank CommsCon’s partners, who made today possible, as well as the support from speakers, moderators and attendees. CommsCon could not have grown into the event it is today without this support. I particularly would like to thank the many people who lent me their expertise, their ideas and their advice as I put this event together.

Enjoy the day.

WELCOMEMiranda Ward

Public Relations & Publishing Editor Mumbrella

HEADLINE SPONSOR

SPONSORS

SUPPORTERS

10.00 A Happy Family? In-house Teams and Agency Partnerships

10.45 MORNING TEA

11.15 Communications Marketing: Public Relations’ New Frontier

12.05 Public Relations: The 2016 Creative Agency

12.50 LUNCH

1.45 Crisis Communications: Handling the Lindt Siege

2.35 Dear Career Confused: Here is How to Get Ahead in your Career

3.20 AFTERNOON TEA

3.45 Headlines, Tweets and TV Coverage: How to Create Newsworthy Content

4.35 Finale Public Relations 2020 - Who Survives, Who Doesn’t?

5.20 Close Miranda Ward, Public Relations and Publishing Editor, Mumbrella

5.30 DRINKS RECEPTION

8.00 Registration

8.50 Welcome Miranda Ward, Public Relations and Publishing Editor, Mumbrella

9.00 Keynote Clarence Mitchell - The Hunt for Madeleine McCann

The Lobbying Agenda of 2016

MORNING TEA

McWhopper: How Burger King Pulled Off The PR Hijack of the Year

The Year We Go Virtual: How PR Can Use VR Technology

LUNCH

Metal-making Campaigns: The Award-Winning Work of 2015

Understanding The Whole Media Picture

AFTERNOON TEA

Influencing PR: How the Rise of Influencers Will Change the PR Industry

Influencer: 101

MORNING TEA

The Influencer Agency Business Model

A Code of Conduct for Influencers

LUNCH

Do Influencers Move the Needle?

Campaigns Starring an Influencer

AFTERNOON TEA

STREAM 1 STREAM 2 STREAM 3

KEYNOTE SESSION The Hunt for Madeleine McCann

Clarence Mitchell will step audiences through how he worked with the family of missing three-year-old British child Madeleine McCann to keep her story in the news.

Clarence Mitchell is a former BBC reporter who shocked media circles in 2007 when he stepped down from his role as director of the media monitoring unit at the British Government’s Central Office of Information to handle the McCann’s PR full time. In August he launched his own communications consultancy.

Moderator - Miranda Ward, Public Relations and Publishing Editor, Mumbrella

Moderator: Ashford PritchardCommunications Manager – Innovation & Entrepreneurship, KPMG

Moderator: Matthew LevinsonCommunications Manager, Office of the Lord Mayor

Moderator: Stuart GregorFounder and Director, Liquid Ideas

A Happy Family? In-house Teams and Agency Partnerships

The Lobbying Agenda of 2016 Influencer 101

Panel Discussion

The term ‘influencers’ gained a serious amount of traction in 2015 - but what are they, who are they and how can PR agencies find them and connect them with their clients?

Panel Discussion

In a Federal election year, the lobbying of politicians becomes increasingly important. Hear from lobbyists on the topics they’ll be pushing and how they work to get the attention of the country’s decision makers.

Panel Discussion

Understand what makes relationships between an in-house communications team and a PR agency partner successful. Hear what makes in-house PR professionals tick and what a PR agency can offer them to make their job easier.

10.00AM

10.45AM MORNING TEA

Clarence MitchellFounder, Clarence Mitchell Communications

9AM

KEYNOTE

STREAM 3

STREAM 2

STREAM 1

Shiva KumarHead of Communications, Australia & New Zealand, LinkedIn

Justin Di LolloBusiness Director,STW

Matt KendallDigital Planning Director, One Green Bean

Claire MarchDirector, Hawker Britton

Laney GalliganFounder, Agents of Influencer/G.M. Problogger

Creina ChapmanHead of Regulatory Affairs and Corporate Communications, Southern Cross Austereo

Chris CarrollBlogger, The Life Creative

Diane GlassonDirector of Communications and Public Relations, The Star

Matthew HingertyCEO & Managing Director, Barton Deakin Government Relations

Renee BuggSocial Media Specialist, Brand & Health and Care Marketing, Bupa

Russell MahoneyCorporate Affairs Manager - Supermarkets, Woolworths

Olivia LoughnanPR, Sponsorship and Comms Manager, Virgin Mobile Australia

Michelle HuttonGlobal Consumer Marketing Chair, Edelman

Josh MooreCEO and COO, Y&R NZ

Moderator: Nic Christensen Media & Technology Editor, Mumbrella

Moderator: Alex Hayes Editor, Mumbrella

Moderator: Miranda Ward Public relations &Publishing Editor, Mumbrella

Jono KeyHead of Planning,Y&R NZ

Felicity GreyManaging Director, Nuffnang

Lorraine MurphyFounder and Director, The Remarkables Group

Jen BishopDigital Publisher/blogger, Interiors Addict and Reno Addict

James GodwinCo-founder and Director, The Insiders

Panel Discussion

Want to investigate influencer marketing? Hear how an influencer agency works, the differing business models in market, and the pros and cons of working with an agency and directly with an influencer.

Case Study

Burger King’s ambush of McDonald’s - suggesting the two join forces to create the ultimate hybrid hamburger, the McWhopper, was the PR stunt of the year. Discover how the campaign grabbed news headlines around the world.

Presentation

Edelman’s Michelle Hutton will present on the emerging category of communications marketing and what it means for PR, and how PR is in the position to best guide brands through the media and marketing landscape.

11.15AM

The Influencer Agency Business Model

STREAM 3

McWhopper: How Burger King Pulled Off The PR Hijack of the Year

STREAM 2

Communications Marketing: Public Relations’ New Frontier

STREAM 1

Public Relations: The 2016 Creative Agency

The Year We Go Virtual: How PR Can Use VR Technology

A Code of Conduct for Influencers

Panel Discussion

A team of panellists will debate the need for a code of conduct outlining best practice for influencer marketing, discussing what this might look like and work in the industry.

Case Studies

Virtual reality is one of the big communications trends for the year. Hear from PR professionals on how communications professionals can best tap into the technology for the benefit of clients.

Panel Discussion

Following on from Michelle Hutton’s presentation on the re-framing of PR, she will be joined on stage by PR, creative and media professionals to discuss whether PR agencies are the creative agencies of the future.

12.05PM

12.50PM LUNCH

STREAM 3

STREAM 2

STREAM 1

Carl RatcliffCEO, One Green Bean

Stephen von MuensterPrincipal, von Muenster Solicitors & Attorneys

Alexis WilsonManaging Director, Hotwire

Michelle HuttonGlobal Consumer Marketing Chair, Edelman

Rebecca GawthorneDietitian and Nutritionist/Instagram Influencer

Justin StraffordSenior Digital Strategist, Red Agency

Moderator: Toby HemmingDirector, Bold Media

Emma SturgissGlobal Manager - PR, Broadcast and Advocacy, Tourism Australia

Vivienne RyanDirector, Gravia Media

Nick DayAccount Manager, Red Agency

Jules HallCEO, The Hallway

Anthony SvirskisCEO, Tribe

Moderator: Miranda Ward Public Relations &Publishing Editor, Mumbrella

Moderator: Simon CanningMarketing & Advertising Editor, Mumbrella

Case Study One:

Case Study Two:

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Ian PopeGeneral Manager of Corporate, Edelman

Detch SinghCo-founder, Hypetap

Ben ShipleyManaging Director, Spectrum Group

Sam JockelBlogger, School Mum

Moderator: Pru QuinlanCEO, Einsteinz Communications

Sophie BlachfordHead of Brand Development, Instagram Australia

Amy LucaManaging Director,VAMP

Panel Discussion

Knowing you’ve chosen the right influencer for your brief is just the beginning. Hear tips on how you can assess an influencer’s ‘influence’ to then measure the effective-ness of the campaign.

Case Study

This session will give you a peek behind the curtain to journey through the process behind taking work from being creatively cool to award-winning. Ben Shipley will review the work of past winners and predict future winners.

Case Study

The Sydney Siege was one of the most dramatic news events of 2014. We hear from Edelman’s Ian Pope about how his team handled the event, working with police and the chocolate brand.

1.45PM

Do Influencers Move the Needle?

STREAM 3

Metal-Making Campaigns: The Award-Winning Work of 2015

STREAM 2

Crisis Communications: Handling the Lindt Siege

STREAM 1

Moderator: Nic Christensen Media & Technology Editor, Mumbrella

Moderator: Simon CanningMarketing & Advertising Editor, Mumbrella

BOOK YOUR TICKET BEFORE APRIL 15 AND SAVE A MASSIVE 30%Mumbrella360 is Australia’s biggest media and marketing conference. Attendees experience an intensive three-day immersion into the latest thinking and best practice across the entire media and marketing landscape. The event includes international speakers plus Australia’s most influential media and marketing executives, along with curated sessions from across the industry. Alongside the conference, Mumbrella360 runs a bustling exhibition area, a Masterclass zone, along with formal and informal networking opportunities.

JUNE 7-9, 2016 | SYDNEY

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Ava LawlerManaging Director, Weber Shandwick Australia

James WrightManaging Director, Red Agency Australia and Havas PR Asia-Pacific

Moderator: Samantha TannousPrincipal, Relativity Communications

Lucinda AttrillSenior Consultant, Salt & Shein

Karyn LemonTalent Director, PPR

Dear Career Confused: Here is How to Get Ahead in Your Career

Understanding The Whole Media Picture

Campaigns Starring an Influencer

Panel Discussion

Helloworld and Schwarzkopf will present on how they worked with influencers. Hear from the marketing team and the influencer on campaign conception, how they worked together and the results it delivered.

Case Study

Event sponsor Isentia will reveal its research into how a news story changes over time - focusing on the role of social media in breaking news and shaping a news story’s narrative.

Panel Discussion

Talent - how to find it and how to keep it are big challenges for both agencies and in-house teams. Hear from agency bosses on how to help your staff build a career path.

2.35PM

STREAM 3

STREAM 2

STREAM 1

Sean SmithChief Executive - Australia and New Zealand, Isentia

Moderator: Miranda Ward Public relations &Publishing Editor, Mumbrella

3.20PM AFTERNOON TEA

Amanda FryFounder and Managing Director, Holysmoke!

Simone McDermidAdvocacy Manager, Helloworld

Liz CarlsonTravel Blogger, Young Adventuress

Lauren GoochCommunications Manager, Schwarzkopf Australia

Moderator: Rakhal EbeliFounder & CEO, Newsmodo

Christina ButcherBlogger and founder, Romance Media

Isentia is the 2016 Commscon headline partner

Case Study One: Under the Influence #helloworldRELAY

Case study Two: Schwarzkopf

Claire SalvettiManaging Partner, One Green Bean

Matt HolmesCo-founder, Poem

Jules LundFounder of TRIBE/TV & Radio Host

Sonia StackhouseBlogger, Life Love Hiccups

Moderator: Jennifer MuirFPRIA, National President, Public Relations Institute of Australia (PRIA)/General Manager, Primary Communication

Moderator: Mel CullenManaging Director, Res Publica

Kristie GaleaMarketing Manager, Olympus Imaging Australia

Panel Discussion

The rise of influencer marketing could fundamentally change the role of the PR professional. A panel will debate how the PR industry may, or may not, change as a result of the rise of influencer marketing and how both disciplines may co-exist in the future.

Panel Discussion

With consumers increasingly switching off from traditional advertising, it’s becoming more important for brands to be able to break into the news cycle. This session will share tips on how to create newsworthy content that will deliver headlines, TV coverage and social shares.

3.45PM

Influencing PR: How the Rise of Influencers Will Change the PR Industry

STREAM 2

Headlines, Tweets and TV Coverage: How to Create Newsworthy Content

STREAM 1

Chris SavageBusiness Growth Specialist, The Savage Company

Moderator: Tim BurrowesContent Director, Mumbrella

Public Relations 2020 - Who Survives, Who Doesn’t?

A brutally realistic and practical vision of the future of the industry, and what it will take to triumph at a time of career and business extinction… and practical advice on the skills communications and public relations professionals will need to compete in an ever-changing landscape.

4.35PM

5.20PM CLOSING REMARKS - Miranda Ward, Public Relations & Publishing Editor, Mumbrella

5.30PM DRINKS RECEPTION

FINALE

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