2023 Asia Pacific Regional Summit – Programme
8:30 – 9:00
Registration
09:00 – 09:05
Welcome
The AMEC Summit- From Vanity to Value: Demonstrating the Impact of Communication
Presenting Best Practices in Measurement and Evaluation for Communication
MC – AMEC, ASTRA Maverick Introduction(s)
Johna Burke, Global Managing Director & CEO, AMEC
Boy Kelana, Head of Corporate Communications , Astra International, Chairman of Perhumas
Felicia Nugroho, Director Analytics & Insights, Maverick and AMEC International Board Director and APAC Co-Chair
English
09:05 – 09:15
Opening Remarks
Boy Kelana, Head of Corporate Communications, Astra International, Chairman of Perhumas
English
09:15 – 09:45
Keynote:
Measurement Maturity Mapper: Dianostic To Help You Benchmark Your Starting Point
AMEC – The International Association for the Measurement and Evaluation of Communication. Step 1 know where you are in order to set up and develop a measurement and evaluation program.
Johna Burke, Global Managing Director & CEO, AMEC
English
09:45 – 10:05
Keynote:
PR’s continuing relevance?
PR today and the crucial role of measurement and evaluation.
The experts agree. PR will be one of the professions most encroached by AI. Meanwhile, the influence of mainstream media continue to crumble as influencers and content makers scramble to take their place. Can PR continue to remain relevant, especially in the fast-changing, hyper-plugged in societies in Asia?
Ong Hock Chuan, Managing Partner, Maverick and PRCA Indonesia Chair
English
10:05 – 10:30
Keynote:
PERHUMAS Indicators
Dr. Nurlaela Arief, MBA. MIPR
English
10:30 – 10:50
Networking Break
10:50 – 11:15
Keynote:
Understanding the Agency’s Measurement Journey
Whether you work for an agency or hire an agency for support it’s important to understand where they are on their own measurement journey to find the best partner.
Felicia Nugroho, Director Analytics & Insights, Maverick and AMEC International Board Director and APAC Co-Chair
English/Indonesian
11:15 – 11:40
Keynote:
Measurement’s mission should be to generate and sustain the brand scores
The job of all types of brand communications – Paid, Earned or Owned – is to generate Brand Recall, Engagement and finally, Reputation across all stakeholders of a business organization. It supports the process of generation and sustenance of business demand.
Public Relations and Corporate Communications is the key custodian of Brand Reputation. The function is meant to support CXO KRAs. Measurement should be a reflection and driver of Brand Reputation building process.
To execute this successfully, one needs a huge assembly line of ERPs – efforts, resources and processes. More importantly, it needs to convince the C-suite – end customer of Measurement and Analytics – in their language, about the true potential of PR and Corporate Communications. An Indian Case Study will demonstrate how this was designed and executed.
Siddhartha Mukherjee, Founder, Brand Balance
English
11:40 – 12:00
Keynote:
Fireside Chat
Johna Burke, Global Managing Director & CEO, AMEC
Ong Hock Chuan, Managing Partner, Maverick and PRCA Indonesia Chair
English
Networking Lunch
12:00 – 13:15
13:15 – 13:40
Keynote:
Value: Defined by Your Funnel
The New Value Chain: AI-bred –> Data-fed –> Insight-led
In the Attention Economy, media intelligence is becoming an increasingly important strategic resource.
The challenge is how do we turn big, real-time data into high value insights?
This presentation offers a look at how we can leverage AI and new frameworks to deliver insights and guidance at the speed and scale of today’s media marketplace.
Robert Kabus, Chief Strategy Officer and Managing Director, Dataxet
English
13:40 – 14:05
Keynote:
Vanity isn’t strategic
Avoiding bias in your data to indentify insights. Jacquie has heard it all when it comes to media analysis. Prospective clients have come to Medianet Insights with the misconception that media evaluation is ‘too hard’, ‘too expensive’, and isn’t something their organisation needs. Jacquie will bust these myths to help break down the barriers that might be holding you back from embarking on a media measurement journey.
Jacquie Hanna, Head of Insights and Strategy, Medianet Insights
English
14:05 – 14:30
Keynote:
The Astra Communication Journey: Buy-In, First Steps And Unlocking Impact
Lonna Emirilia, Head of Communication Management System and Partnership, Astra International
English/Indonesian
14:30 – 14:55
Keynote:
Champion Circle: Astra Brand Champion
Laurentius Iwan, Head of PR, Marcomm & Events, Asuransi Astra
Asuransi Astra is the winner of Astra Communications Management System & Communications Initiatives Appreciation 2022.
Asuransi Astra is one of the companies under Astra Group, that has shifted their measurement and evaluation to AMEC based framework. The session will demonstrate Asuransi Astra’s journey in implementing AMEC Integrated Evaluation Framework.
Indonesian
14:55 – 15:20
Keynote:
Mapping Our Path: Embracing Evaluation and Measurement
Dian Wulan Suling – Head of Corporate Communications at SinarMas Agribusiness and Food
In the session, I’ll be sharing on how we’ve embraced an evaluation framework. Through this journey we hope to achieve more clarity and unity by aligning our efforts with our company’s big goals. We’ll also share some of the useful lessons and tools we’ve picked up along the way.
English
15:20 – 15:45
Keynote:
Communicating for Impact: ADB Journey From Outputs To Outcomes
Andrew Perrin – Principal Communications Specialist, Asian Development Bank (ADB)
ADB is the largest multilateral development bank in Asia and the Pacific. Headquartered in Manila, Philippines, it recently adopted a communications measurement and evaluation framework, aligned with the Barcelona Principles, that is now being piloted and soon will be rolled out to communicators across the Bank and its 47 country offices. This session will focus on why ADB chose to introduce a framework, how it was developed, the challenges faced, and the impact it has already had on ADB’s communications effectiveness and efficiency.
FIVE PRACTICAL TAKEAWAYS:
- Why a measurement and evaluation (M&E) approach makes sense for an organization like ADB
- Practical steps to introduce an M&E framework that aligns with an organization’s mission
- Insight into the framework in action: from logic model to application
- Understanding of challenges on an M&E journey and ways to address them
- The future of communications in a development context and how M&E framework will help get us there
English
15:45 – 16:15
Panel:
A Peak Around The Corner: Are You On The Futureproof Path
Moderator:
Johna Burke, AMEC Global Managing Director
Panel:
Jacquie Hanna, Head of Insights and Strategy, Medianet Insights
Boy Kelana, Head of Corporate Communications , Astra International, Chairman of Perhumas
Felicia Nugroho, Director Analytics & Insights, Maverick and AMEC International Board Director and APAC Co-Chair
Andrew Perrin – Principal Communications Specialist, Asian Development Bank (ADB)
English
16:15 – 16:25
Keynote:
AMEC Resources – Barcelona Principles, AMEC IEF, AMEC Foundation Course
Johna Burke, Global Managing Director, AMEC
English
16:25- 16:30
Final Thank You And Housekeeping
Thank You
English
16:30 – 18:00
Networking
Delegates Can Retrieve Their Bootcamp Completion At The Registration Table
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