Programme Monday | Tuesday | Wednesday Monday - 15th May 12:00 - 19:00 Registration Hallway, Sevilla Room, InterContinental Miami Registration desk for delegates will be open from 12pm to 7pm. 12:00 - 15:30 International Board Meeting Star Palm Isle Room, InterContinental Miami AMEC International Board of Directors Planning Meeting. 16:00 - 17:30 Speed Networking Host: Simon Gebauer, CCO, »OBSERVER«, AMEC Board Member, AMEC European Chapter Chair Brickell Room, InterContinental Miami Join us for our exciting speed networking session where you will have the opportunity to meet and connect with fellow attendees in a fun and engaging way. During the session, each person will have a two-minute window to engage in conversation with someone they have not yet met, allowing you to learn about their background and what they do while also sharing your own experiences. Be sure to bring plenty of business cards and take advantage of this unique opportunity to build valuable connections and make the most out of the conference. 18:00 - 20:00 Welcome Drinks Reception Bayfront A Room, InterContinental Miami The 2023 AMEC Global Summit on Measurement and Evaluation opens with a welcome drinks reception. The perfect way to start your Summit experience, meet friends, make new introductions and talk to sponsors/exhibitors. The welcome drinks reception is sponsored by Opoint. Tuesday - 16th MayDay One – Tuesday 16th May 07:00 - 17:00 Registration Registration desk, hallway, Sevilla Room, InterContinental Miami Collect your delegate badge and welcome pack. 07:30 - 08:45 Delegate breakfast Brickell room, InterContinental Miami 08:30 - 17:30 Exhibition Hall Bayfront A Room, InterContinental Miami Network with exhibitors and sponsors to review emerging technology solutions. 09:00 - 09:15 Welcome & Housekeeping Johna Burke, Global Managing Director, AMEC Aseem Sood, Chairman, AMEC, CEO, Impact Research & Measurement Pvt. Ltd Carlos Alfredo Díaz, CEO, GlobalNews Group Sevilla Room, InterContinental Miami 09:15 - 10:00 Moving Earned Media Upstream Matt Neale, CEO, Golin Moderator: Johna Burke, Global Managing Director, AMEC Keynote, Sevilla Room, InterContinental Miami The media marketplace has evolved to the point that marketers can no longer afford to build their brands or businesses with paid media alone. As a result, the earned disciplines of PR, social, influencer and experiential will necessarily move upstream in the marketing mix. The expectation for precise and efficacious insight, execution, and delivery will increase commensurately. Data and analytics will be central to this marketing evolution. As a discipline, data and analytics have, not just an opportunity, but a responsibility to move our field upstream to lead that charge. To focus not just on the ‘measurement and evaluation’ of communications but on the objective setting, audience understanding, communications planning and only then on measurement and evaluation. By doing so, we will ensure that the data and analytics teams in the communications discipline are at the forefront of an inevitable evolution in our industry. And, in lockstep, we should recognise that the primary focus of AMEC needs to shift from post-campaign evaluation to upstream strategic planning, in order for our industry, and brand marketing as a whole, to be earned-led and triumphant. Key takeaways include: How PR through using data needs to move upstream in the marketing mix; Data focus should be weighted towards objective setting, audience understanding and planning and not evaluation. 10:00 - 10:30 Using communications to protect the future Carmen Romero, Deputy Assistant Secretary General for NATO’s Public Diplomacy Division Moderator: Johna Burke, Global Managing Director, AMEC Keynote, Sevilla Room, InterContinental Miami In a crisis, such as Russia’s invasion of Ukraine, analysis of communications must go beyond vanity metrics. After 24 February 2022, new audiences sought out information about NATO and there was a surge in malign information activities towards the Alliance. NATO’s live-streaming and video-on-demand capabilities were pushed to their limit. NATO’s analysis and evaluation methodology has had to adapt, as has NATO’s audience-led approach. The goal is to use communications protect the future. Key takeaways include: Protect the Future campaign; Communicating across countries to build trust in your organisation and its own comms; New audiences. Who are they? What are they saying about NATO? What are we saying to them? Methods to identify, monitor and evaluate malign information activities; Other new tactics and techniques. 10:30 - 11:00 Using data to enhance decision-making and build corporate reputation in Latin America Carolina Delgado, Corporate Affairs & Engagement Director for Latin America, L’Oréal Moderator: Johna Burke, Global Managing Director, AMEC Keynote, Sevilla Room, InterContinental Miami The main objective of the conference is to emphasize the importance of using data to make informed decisions and establish a robust corporate reputation for L’Oreál Groupe in the Latin American region. Throughout the conference, we will address the challenges encountered in Latin America and how we are promoting the utilization of more data and tools to gain a better understanding of the environment we operate in, communication and engagement trends, potential risks and issues, and stakeholder intelligence. Key takeaways include: To show that leveraging data can assist companies in making better decisions, comprehending their key group of stakeholders, enhancing the analysis of relevant corporate territories, and how this contributes to the process of building a strong corporate reputation while mitigating potential risks and issues. Provide valuable insights to companies seeking to improve their decision-making abilities and stakeholders intelligence analysis to establish a favorable corporate reputation in Latin America through the use of data. 11:00 - 11:20 Networking Break Bayfront A Room, InterContinental Miami 11:20 - 11:50 Research, data analysis and social listening as strategies to fight against hate speech and discrimination: the pioneer case of Costa Rica Allegra Baiocchi, Resident Coordinator in Costa Rica, United Nations Rebeca Knohr, CEO and Founder, Coes Media Analysis Moderator: Johna Burke, Global Managing Director, AMEC Keynote, Sevilla Room, InterContinental Miami Guidelines and experiences to enhance communication research and social listening as tools to identify and address hate speech, discrimination and promote human rights. Explanation of how partnerships between the United Nations, academia and media monitoring companies are fundamental to promote more democratic, pluralistic societies free of hate and discrimination. Lessons learned and social and political impacts after two years of experience in the production of communication research and evaluation exercises on hate speech and discrimination. Key takeaways include: The private sector and data analysis and evaluation companies have a fundamental and privileged social role in the strengthening of democracies and the fight for Human Rights; There is an important market niche for research, analysis and data production in social areas of developed and developing countries. This is not only a business option, but also a high-level advocacy and reputation building opportunity; Fairer, more egalitarian and free of hate and discrimination societies enhance favorable business climates and opportunities for the economic and social growth of countries, sectors and organizations. 11:50 - 12:30 Learnings from Three Years Leading Evaluation of WHO Communication During COVID-19 Distinguished Professor Jim Macnamara, PhD, School of Communication, University of Technology Sydney Moderator: Johna Burke, Global Managing Director, AMEC Keynote, Sevilla Room, InterContinental Miami How do you do evaluation when effective public communication can be the difference between life and death? Quickly and well is the short answer. This presentation takes the audience inside the evaluation team and strategy of the World Health Organization from declaration of COVID-19 as a global pandemic in early 2020 to 2023. It unpacks the challenges; outlines the multiple data sets available globally from basic to advanced; and describes the expanded’ MEL’ approach (measurement, evaluation and learning) that was implemented globally in 150 country offices across six regions and explains why it was successful. Key takeaways include: Expanding measurement and Evaluation (M&E) to MEL (measurement, evaluation and learning) – and the benefits of learning (or why M&E is only going half-way); Learning FROM M&E – examples of delivering MEL to shape future strategy; Learning ABOUT M&E – a pre-requisite to learn from MEL; Overcoming ‘substitution error’, the most common mistake in M&E – a revised model and two quick tests as examples of two key resources for learning about M&E; Summary of findings and learnings from 3 years leading evaluation of WHO communication during COVID-19. 12:30 - 12:45 2023 AMEC Member Survey Results Aseem Sood, Chairman, AMEC, CEO, Impact Research & Measurement Pvt. Ltd Keynote, Sevilla Room, InterContinental Miami AMEC’s Global Business Insights Survey was the first industry survey to cover media intelligence and insights when it was launched over 10 years ago. Each year the Survey continues with a series of trend over time questions to give AMEC members a unique sense of what is happening worldwide. Insights from the results of the 2023 survey will be shared in this session. 12:45 - 13:45 Lunch and networking Brickell Room, InterContinental Miami 13:45 - 14:15 Destinations International: Measurement Journey and AMEC Support Caitlyn Blizzard, CDME, Vice President of Communication, Destination International Claire Koenig, Senior Director of Communications and Public Affairs, VISIT Milwaukee Moderator: Nicole Moreo, Director, Customer Insights North America, LinkedIn Marketing Solutions, AMEC Co-Chair North American Chapter Panel, Sevilla Room, InterContinental Miami The Travel industry has been on our journey to better understand best practices when it comes to data. Destination Marketing Organizations (DMOs) are charged with getting “butts in seats and heads in beds”. But, getting the data to prove that impact can be difficult- especially since they are required to report numbers back to the governments they receive funding from. A few years ago- Destinations International (the world’s largest resource for destination organizations) and AMEC teamed up to help support the Travel Industry and align on best practices for data, measurement, and research. This session will discuss the Travel Industry, the steps they have taken, barriers they faced, and plans to continue to innovate, teach, and learn. 13:45 - 14:05 Qatar Controversy: Reputational Risk Analysis at the 2022 World Cup James Hannan, Senior Advisor/Reputational Risk Consultant, Infomedia Keynote, Bayfront B Room, InterContinental Miami Infomedia’s Qatar 2022 Reputational Risk Project quantifies the interaction between corporate reputational risk exposure and global marketing events through the examination of traditional news sources covering the 2022 Qatar World Cup. Over 1 million news articles were analysed in the data processing for this report, providing insight overall adverse media trends as well as FIFA sponsor mentions. This combination of data points highlights the growing role of negative news management by corporates, and the need to mitigate reputational damage that often serve as a precursor for material business impacts. Key takeaways include: Adverse media coverage of the Qatar World Cup was prominent, underscoring the increasingly critical lens placed on global sporting events, including notable discussions of human rights, LGBTQ+ rights, and worker conditions; Negative news varied significantly based on the language of publication and country of origin, highlighting the need for dynamic marketing/risk mitigation strategies taken by global/regional brands; The increasing value placed on reputation and its tangible implications for profits underscores a shift amongst corporates to reassess advertising investments and provide greater consideration to non-financial risks; Big data analysis and news data offer untapped potential in better evaluating and monitoring reputational risk exposure, opening up a new avenue of growth for media monitoring firms. 14:15 - 14:45 How Shell powers decision-making with impactful insights Kyle Mason, Head of External Monitoring – Corporate Relations, Shell plc Philip Lynch, Senior Vice President, Insights & Consulting, Onclusive Moderator: Maja Pawinska Sims, Associate Editor, PRovoke Media Keynote, Sevilla Room, InterContinental Miami Exploration of how Shell has built a data / insights centre to serve the needs of stakeholders and senior leadership. How data is used and the value of reputation insights in Shell’s planning and decision-making. Key takeaways include: How Shell has moved from media analytics to a dynamic, integrated insights framework to inform decision-making and reputation management; How Shell’s insights team meets the needs of diverse stakeholders within one of the world’s biggest businesses; How the new insights framework was operationalised across business verticals and regions; What Shell has learned, and how this is relevant to research and communications best practice. 14:25 - 14:45 Raising data confidence in PR Stella Bayles, Co-Founder, CoverageBook James Crawford, Founder & MD, PR Agency One Panel, Bayfront B Room, InterContinental Miami Data in PR is essential, without it there is no story of PR success. Yet new research (carried out by CoverageBook with UK & US PR practitioners & announced at AMEC) indicates; there is a lack of confidence in data literacy among PR practitioners. In this talk Stella Bayles and James Crawford reveal research results that identify the knowledge gaps and share how to improve data literacy. Speaking from the agency and vendor perspective they will provide practical guidance on using tech to teach, how to introduce credible metrics and how to build a ‘data culture’ in your team. This talk asks for your engagement and commitment to help raise data confidence in PR. Key takeaways include: What a lack in data confidence means in todays PR landscape; What common metrics are no longer respected by C-suite & how to replace; How to build a data culture in your PR team; How to utilise your tech and vendors to improve data literacy. 14:45 - 15:15 Mapping the Measurement Journey: Words From Those in the Trenches Emily Metz, President & CEO, American Egg Board Megan Bagwell, Director of External Communication, Michelin North America, Inc. Dr. Craig Morris, Chief Executive Officer, Association of Genuine Alaska Pollock Producers (GAPP) Moderator: Mary Elizabeth Germaine, Global Managing Director, Analytics and Strategy, Ketchum Panel, Bayfront B Room, InterContinental Miami Hear direct from AMEC award-winning corporate communications leaders on how they have championed and impacted their organizations’ measurement journeys. Panelists will highlight how they overcame barriers, seized opportunities and managed stakeholder expectations to affect change and progress within their own organizations. Each of the panelists is at a different place in the measurement journey, so perspective will be varied to ensure applicability to all attendees. 14:45 - 15:15 Generative AI – use cases in communication measurement and evaluation Maya Koleva, PhD, Head of Research & Insight, Commetric Mohan Doshi, Chief Strategy Officer, Ninestars Information Technologies Pvt. Ltd Moderator: Richard Bagnall, Co-Managing Partner & CEO of Europe & Americas, CARMA Panel, Sevilla Room, InterContinental Miami Generative AI has come closer to all of us; it is no longer in the toolkit of proficient data science teams. ChatGPT has made it more democratic than ever to test and explore the capabilities of generative AI and transformer deep learning models for tasks relevant to communication research, measurement and evaluation. Key takeaways include: How to construct prompts that give out useful and relevant results? In what tasks is a tool like ChatGPT already providing efficiencies and can be used in real-world measurement and evaluation tasks What are some red flags, where we should be extra-vigilant when using results provided by tools like ChatGPT? What can we expect with the professional versions? 15:15 - 15:35 Networking Break Bayfront A Room, InterContinenta Miami 15:35 - 15:50 Copyright and fair use: stakeholder gap analysis James Hewes, President & CEO, FIPP Tony Cheevers, Customer Success Officer, Researchscape International Jeffrey Henning, Chief Research Officer, Reserchscape International Moderator: Johna Burke, Global Managing Director, AMEC Panel, Sevilla Room, InterContinental Miami 15:50 - 17:00 Industry partner leaders share member focus, trends, priorities and concerns for 2022-2023 Alastair McCapra, Chief Executive, CIPR Carmella Glover, President, Diversity Action Alliance Sonia Diaz, President of HPRA, Founder and President, Zaid Communications Kim Sample, President, PR Council Renna Markson, Deputy Director General & Engagement Director, PRCA Linda Thomas Brooks, Chief Executive Officer, PRSA Moderator: Johna Burke, Global Managing Director, AMEC Panel, Sevilla Room, InterContinental Miami AMEC industry partners represent diverse stakeholders. They will share information and insights into their focus and challenges in the next year. During this session, delegates will learn what issues are top of mind and identify how we can best support the industry. 17:00 - 17:30 The future of driving is flying Doron Merdinger, CEO and Founder, Doroni Aerospace Moderator: Johna Burke, Global Managing Director, AMEC Fireside chat, Sevilla Room, InterContinental Miami Doron and Johna will talk about flying cars and the behavior change we can expect. 17:30 - 17:35 Closing Remarks Johna Burke, Global Managing Director, AMEC Sevilla Room, InterContinental Miami 18:30 - 19:30 Drinks Reception Poolside, InterContinental Miami Delegates are cordially invited to a drinks reception, sponsored by Media:Track. Suggested dress: All delegates are encouraged to wear white and orange, orange or white. 19:30 - 23:00 Evening Dinner Reception Poolside, InterContinental Miami Delegates are cordially invited to an evening dinner reception, sponsored by Ninestars. Suggested dress: All delegates are encouraged to wear white and orange, orange or white. Wednesday - 17th MayDay Two- Wednesday 17th May 07:00 - 17:00 Registration Registration desk, hallway, Sevilla Room, InterContinental Miami Collect your delegate badge and welcome pack. 07:30 - 08:45 Delegate breakfast Brickell room, InterContinental Miami 08:30 - 17:30 Exhibition Hall Bayfront A Room, InterContinental Miami Network with exhibitors and sponsors to review emerging technology solutions. 08:55 - 09:00 Welcome & Housekeeping Johna Burke, Global Managing Director, AMEC Sevilla Room, InterContinental Miami 09:00 - 09:30 Winning in B2B: New Paths to Winning Mindshare & Growing Market Share Allyson Hugley, Global Director, Customer Insights, LinkedIn Marketing Solutions Moderator: Johna Burke, Global Managing Director, AMEC Keynote, Sevilla Room, InterContinental Miami Marketing is on the verge of its next significant change cycle. Against the backdrop of emerging macroeconomic, geopolitical and technology pressures, industry convergence is reshaping the marketplace while a new generation of workers is entering and reshaping the workplace. These shifts and others are redefining the business landscape and the competitive dynamics for customers and talent across B2B industries. As a result, opportunities and challenges are emerging for brands seeking to establish primacy in B2B. Drawing on perspectives from The B2B Institute, LinkedIn’s B2B marketing think tank, and LinkedIn’s own unique economic graph, this session will focus on the evolving dynamics outside of and within organizations influencing how B2B brands leverage marketing and communications to win share of mind and share of market. Key takeaways include: Insights into the evolving expectations for B2B communications; Mental models for driving brand differentiation along the B2B buying journey; B2B audience and buying-group insights to optimize messaging impact for the current and next generation of business decision makers. 09:30 - 10:00 Cruising, Crises & Communication: Why Instinct Is Still Critical Chris Chiames, Chief Communication Officer, Carnival Cruise Line Moderator: Maja Pawinska Sims, Associate Editor, PRovoke Media Fireside chat, Sevilla Room, InterContinental Miami Carnival Cruise Line, like the rest of the travel sector, has had a challenging few years through the pandemic and recovery, from rebuilding trust in the cruising industry to managing crises that can come out of nowhere. In this conversation with PRovoke EMEA editor Maja Pawinska Sims, Carnival’s chief communications officer Chris Chiames shares his experiences and talks about how, beyond strategy and planning, the right response can still come down to gut instinct and humanity. 10:00 - 10:30 Internal Analysis and Communication Pros: How the team are using tech Kyle Mason, Head of External Monitoring – Corporate Relations, Shell plc Beka Wall, Director of Evaluation and Outreach, Cattlemen’s Beef Board Cori Martinez, Communication Insights Analyst, Southwest Airlines Rachel Boulée, Communication Insights Senior Analyst, Southwest Airlines Moderator: Johna Burke, Global Managing Director, AMEC Panel, Sevilla Room, InterContinental Miami Internal analysis and communication teams talking about the challenges they are facing when using tech now and what they expect to encounter in the future. 10:00 - 10:30 Managing regional innovation and culture of a global brand Darío Cutin, Vice President of Communications for Latin America and the Caribbean, VISA Nancy Anderson Bolton, VP, Corporate Affairs, North America, Globant Daniel Díaz, Managing Director and Head of Public Affairs for Latin America, Citigroup Moderator: Carlos Alfredo Díaz, CEO, GlobalNews Group Panel, Bayfront B Room, InterContinental Miami Through their extensive experience and expertise, these three communication experts, representing top global companies, will offer insights into how to balance the needs of a global brand with the unique cultural and regional characteristics of the Latin American market. The conversation will highlight practical strategies and best practices for managing innovation and cultural diversity in a global context, offering valuable lessons for anyone working in marketing or branding in the region. Key takeaways include: To effectively manage innovation and culture in a global brand, it is essential to strike a balance between global consistency and regional relevance, taking into account the unique cultural characteristics of each market. The presentation may also highlight the critical role of data analytics and research in driving innovation and cultural understanding, helping brands to develop insights into regional trends and preferences and tailor their strategies accordingly. Finally, the panel may emphasize the need for brands to be flexible and adaptable, continually adjusting their approach to meet the evolving needs of the market and to stay relevant in an ever-changing global landscape. 10:30 - 11:00 Unlock the Power of Your Data: Master the Art of Storytelling for Unprecedented Success Jonny Bentwood, Global Head of Data & Analytics, Golin Moderator: Johna Burke, Global Managing Director, AMEC Keynote, Sevilla Room, InterContinental Miami Using emotion to change hearts and minds. Why dashboards and charts are a strategists worst enemy. How International brands are rethinking their approach and KPIs to unleash their potential. Key takeaways include: Changing the righteous focus of analysts from analysing the data to get insights to presenting intelligence that can be used; How net sentiment is a waste of time and what can be done about it. 11:00 - 11:20 Networking Break Bayfront A Room, InterContinental Miami 11:20 - 11:50 Embracing Intersectionality: Tackling Bias and Championing Inclusive Leadership in Communication María Gabriela Hoch, Co-Founder & CEO WE Evolution, Vital Voices Global Network Member (Miami) Moderator: María Laura García, President and Founder of GlobalNews Group, Vice President for the American South Cone at Vital Voices Fireside chat, Sevilla Room, InterContinental Miami This thought-provoking fireside chat will delve into the impact of technology on biases and prejudices in communication and highlight the barriers and challenges companies face in inclusive leadership and how they can overcome them. The session will examine the evolution of leadership towards greater consciousness and explore how companies can promote intersectionality beyond gender, encompassing race, culture, social and economic status in their communication. Key takeaways include: With the use of algorithms and data, technology has the potential to reinforce existing prejudices and biases, perpetuating stereotypes and discrimination. Intersectionality is key to promoting inclusivity: Intersectionality acknowledges that an individual’s identity is made up of multiple factors, such as race, gender, culture, and social and economic status. Companies must take a holistic approach to promoting inclusivity in their communication by considering these intersecting identities. Conscious leadership involves a greater awareness and understanding of issues related to diversity, equity, and inclusion. Companies must adopt conscious leadership practices and strategies to create a more inclusive workplace culture. 11:50 - 12:10 Next Generation PR Technology Dan Beltramo, Chief Innovation Officer, Onclusive Moderator: Johna Burke, Global Managing Director, AMEC Fireside chat, Sevilla Room, InterContinental Miami Key takeaways include: • Specific areas where tech is impacting PR; • Specific areas were AI, ML, LLMs are impacting the industry; • Key considerations when embracing AI or ML in your business or for your clients. 12:10 - 12:30 2023 AMEC Projects Aseem Sood, Chairman, AMEC, CEO, Impact Research & Measurement Pvt. Ltd Keynote, Sevilla Room, InterContinental Miami The International AMEC Board is currently working on a few special projects for 2023. These projects are selected to bring additional benefits to all AMEC members. Join this session to learn about these special projects, the leaders, their goals and also how you can participate in these projects. 12:45 - 13:45 Lunch and networking Brickell Room, InterContinental Miami 13:45 - 14:00 You can guarantee media coverage, and any PR who says you can’t is just afraid of commitment Paul Stollery, Co-founder and Creative Director, Hard Numbers Moderator: Jon Meakin, Lead Consultant, Coldharbour Communications Lightning round, Bayfront B Room, InterContinental Miami The idea that it’s impossible to guarantee earned media coverage is a myth perpetuated by PRs who simply don’t like signing up to commitments. In this talk, I’ll explore the arguments for – and against – guaranteeing earned media coverage for your clients. Key takeaways include: If you run a press office for your client, it’s perfectly possible to guarantee a volume of coverage within certain media targets on a monthly / quarterly basis; It’s not always the right approach, but the notion that there is no correlation between output metrics and organisational impact is in contradiction to the principles of the AMEC Measurement Framework; The industry’s aversion to committing to results is holding it back in the boardroom. Decision makers don’t sign checks for hopes and dreams; they do it for calculated returns; Media coverage needs to be earned. If PRs aren’t hitting their coverage numbers they should work a little harder. 13:45 - 14:00 PR technology stack – How to build Stavros Vologiannidis, Founder, Business Development, DataScouting Lightning round, Sevilla Room, InterContinental Miami In this presentation, we will present different technologies, including analytics and AI tools, to create a state of the art media intelligence and PR technology stack. Key takeaways include: Current developments in AI; Managing and creating actionable information from data. 14:00 - 14:15 A data-driven culture for agencies Jon Meakin, Lead Consultant, Coldharbour Communications Lightning round, Bayfront B Room, InterContinental Miami Let’s be real: Most PR agencies suck at measurement and evaluation. They are either afraid of it, bored by it, confused by it, or some combination of the three. And they are not helped by clients who are not more demanding in this area. Within every agency is someone who knows this has to change, and that the potential rewards for that change are enormous – but they do not know where to start. In this session we’ll talk about the need for modern agencies to foster a data-driven culture, how to go about it, and the benefits of doing so. Key takeaways include: The lies agency people tell themselves about measurement and evaluation; Why creating a data-driven culture is essential for success; Where to start. 14:00 - 14:15 The New Value Chain: AI-bred –> Data-fed –> Insight-led Robert Kabus, Chief Strategy Officer & Managing Partner, Dataxet Lightning round, Sevilla Room, InterContinental Miami Attention, speed and scale are the communication battlegrounds of today. But traditional research is falling short of delivering high value insights based on real-world, real-time, real-big data. Here, we share new frameworks that are working in concert with AMEC’s IEF to make media intelligence the strategic resource of the modern era. Key takeaways include: Why attention is the biggest challenge to achieving brand and communication goals; Why traditional research tools fall short and leave an “insight-gap”; How data can be evaluated in faster, more insightful ways to address this challenge; New frameworks that align metrics with Integrated Comms goals and contributions (IEF). 14:15 - 14:45 A value point of view: looking beyond your own reflection Amrita Sidhu, Managing Director, Medianet & Medianet Insights Katie Paine, CEO, Paine Publishing Moderator: Jon Meakin, Lead Consultant, Coldharbour Communications Panel, Bayfront B Room, InterContinental Miami Many organisations can become too fixated on their own reflection and fall into the trap of vanity metrics. Searching for answers by constantly looking at our “own reflection” can give us a false sense of success. Instead, looking beyond ourselves can deliver the most meaningful answers. In the context of an industry, a region, a competing landscape or market, more often than not someone else is more successful, more impactful or more influential than we are. We can embrace those uncomfortable truths and learn from them. In this panel presentation Katie and Amrita will share learnings from benchmarking and competitor analysis projects for organisations that were not scared of looking beyond their own reflection and were willing to pursue value over vanity. Key takeaways include: The difference between vanity and value metrics; How to use benchmarking to reinterpret vanity metrics and ask the uncomfortable questions that inform strategy; Best practice examples of how organisations have embraced value over vanity. 14:15 - 14:30 Dry Feb: Encouraging Canadians to go Alcohol-Free with Canadian Cancer Society Blaine Mackie, Vice President, Measurement + Analytics, H+K Strategies Lightning round, Sevilla Room, InterContinental Miami This presentation will provide an overview of how the Canadian Cancer Society has used research to encourage Canadians to participate in Dry February. With 3 years of longitudinal data, this presentation will show how Canadian Cancer Society has raised awareness, encouraged Canadians to abstain from alcohol for the month of February, and changed perceptions towards alcohol among Canadians. Key takeaways include: How research can be an effective tool in measuring changes in awareness; How Canadian Cancer Society used communications to address barriers to participation; How Canadian Cancer Society was able to demonstrate impact by measuring participation, fundraising, and perception change. 14:30 - 14:45 The Earned Effect Study Nigel Rahimpour, EVP/Head of Strategy and Analytics, Weber Shandwick Germany Joy Farber Kolo, Global Chief Brand Officer, The Weber Shandwick Collective Lightning round, Sevilla Room, InterContinental Miami The Weber Shandwick Collective “Earned Effect Study”, conducted in partnership with the highly respected IPA in London (Institute of Practitioners in Advertising), proves the vastly superior business (i.e., market share, sales, profit, ROI) and brand effects (i.e., brand image, differentiation) of campaigns that earn coverage and conversation over the long-term. The study analyzed campaigns over a period of 10 years (2010-2020), across 60 product categories, global, B2C and B2B. The effectiveness analysis was independently conducted by Ed Elworthy and Peter Field from the IPA. The results are ground-breaking. Key takeaways include: Campaigns that earn coverage and conversation over the long-term achieve far superior business effects: 53% more likely to drive very large business effects; 2.6x more likely to achieve very large profit growth; 57% drive very large sales gain and 40% achieve very large market share gain; 399% ROI effect (42% Uplift). 14:45 - 15:15 Data integration and insights Brent Diggins, Partner, MD Performance+Intelligence, Allison+Partners Jason Lee, Co-founder, Managing Partner, Dataxet Michael Brito, Global Head of Analytics, Zeno Group Moderator: Claire Pimm, Director of Defence Communications, UK Ministry of Defence Panel, Bayfront B Room, InterContinental Miami 14:45 - 15:15 Misinformation and disinformation: corrupt data or valid bias indicators Antony Cousins, Executive Director for AI Strategy, Cision Shubhi Agarwal, Co-Founder and COO, Locobuzz Moderator: Johna Burke, Global Managing Director, AMEC Panel, Sevilla Room, InterContinental Miami 15:15 - 15:45 Networking Break Bayfront A Room, InterContinental Miami 15:45 - 16:00 From Insight to Decision Intelligence Rob Key, CEO, Converseon Lightning round, Sevilla Room, InterContinental Miami In a world where “real time isn’t often fast enough,” communication pros require more than just standard measurement approaches. New “decision intelligence” technologies not only can predictive the future but also provide simulators so that brands can understand quantitatively the impact and risks of actions before they take them. Decision intelligence is powerful new breed of intelligence that is transforming communication and brand measurement and enabling the ability to firmly tie key measures to critical business outcomes such as sales, and shareholder value. This talk will show specific data and examples in action and provide an overall framework for the approach. Key takeaways include: How communication pros can move from descriptive to predictive and prescriptive; How decision intelligence isolates the key topics, actions and attributes that truly impact business performance for better focus and planning; Examples of how this approach firmly demonstrates the value of communication and reputation efforts on shareholder value and sales. 15:45 - 16:45 The Future is Now: Latest Trends in Technology, Insights, AI and Social Impact Jack Murray, CEO, MediaHQ Greg Galant, Co-Founder and CEO, Muck Rack Ana Adi, Professor of Public Relations/Corporate Communication, Quadriga University of Applied Sciences Moderator: Annsi Krol, Group CEO, Ventla Panel, Bayfront B Room, InterContinental Miami Get ready for an engaging discussion featuring a remarkable panel of experts spanning academia, communications, and storytelling, along with leading tech companies. With different perspectives on various topics, the panelists will have a dynamic conversation covering goal setting, stakeholder management, PR professionals’ measurement struggles and how stakeholder input can guide us towards the right direction. They will also discuss the trends in tech innovation and how it’s not just about winning, but rather about working together. Additionally, the panelists will delve into the topic of AI and how we can embrace it while maintaining transparency. Join us as we explore the latest trends in technology, insights, AI, and social impact that are already shaping our world. Key takeaways include: Social impact vs. social value – looking at both inside-out and outside-in perspectives and exploring how to measure these metrics and their impact on decision-making. PR professionals continued struggle on showing value of metrics – bridging between methodology, tech and confidence. The fragmented user experience – exploring how collaboration drives tech innovation to create a single user experience, and the magic of plugged-in tech. AI – examining how to set frameworks for the use of AI that saves time but doesn’t sacrifice control. 16:00 - 16:15 Using Broadcast Data to Understand the Impact of Messaging & Inform Strategy Susan Aitkin, Director, Global Partnerships & Partner Marketing, TVEyes Lightning round, Sevilla Room, InterContinental Miami Is a world without nuclear weapons possible? Given the picture presented in the media Americans don’t think so but with a change in narrative imagining a nuclear free world is possible. Using TVEyes broadcast data, learn how Harmony Labs identified persuadable audiences and opportunities for narrative interventions. Key takeaways include: Regular messaging that consumers are exposed to is passive; Identify narrative interventions; Calibrate your messaging and approach to make them more effective. 16:15 - 16:45 AI Ethics: access to implementation John Murphy, Assistant Professor in-Residence, Digital Media & Design, University of Connecticut Keynote, Sevilla Room, InterContinental Miami This presentation covers the topic of artificial intelligence (AI) and its impact on society, and emphasizes the importance of ethical considerations. The speaker urges the audience to reflect on historical context and current perspectives in order to better understand the implications of AI. Finally, the presentation concludes by suggesting that organizations take ethical considerations seriously in their efforts to access or develop AI. 16:45 - 17:00 Exploring the Capabilities of Generative AI: A Deep Learning Language Model for Measurement and Evaluation Applications Todd Grossman, CEO of Placid Ventures & Professor at University of Connecticut Geoffrey Sidari, Managing Director – Data and Analytics, Prosek Partners Lightning round, Sevilla Room, InterContinental Miami This presentation will provide an overview of ChatGPT, a state-of-the-art deep learning language model developed by OpenAI. We will discuss its capabilities, limitations and its potential use cases in the field measurement and communications. We will discuss how ChatGPT can be used to analyze and extract insights from large volumes of unstructured data, such as social media posts and news articles. Key takeaways include: An understanding of ChatGPT and its capabilities in analyzing and extracting insights from large volumes of unstructured data; Knowledge of the potential use cases of ChatGPT in the field of measurement and communications; Insights into the limitations of ChatGPT and considerations for its use in practice. 16:45 - 17:00 Modelling Vagueness Jan Janzen, Group Chief Analytics Services Officer, Argus Data Insights Lightning round, Bayfront B Room, InterContinental Miami Media Analytics theory says that among variables, whose values should intuitively be mutually exclusive, only those shall be used for which this intuition can be rigidified by means of criteria that for each case let only one value be correct. In practice, this is not feasible everywhere, so that in some cases arguably more than one value is correct. The implications of this for building a correct descriptive model are everything but straightforward. I will discuss pros and cons of several options, among them collapsing vagueness and introducing further probability metrics. 17:00 - 17:15 Special Academic Announcement Distinguished Professor Jim Macnamara, PhD, School of Communication, University of Technology Sydney Lightning round, Sevilla Room, InterContinental Miami 17:15 - 17:30 Contextualizing Your Measurement Approach to Deliver Maximum Impact to the C-Suite Matt Oakley, Global Head of Data & Insights, Hotwire Lightning round, Bayfront B Room, InterContinental Miami Demonstrating how to elevate and contextualize the metrics that you measure to deliver impact in your communications measurement. Key takeaways include: Leveraging benchmarking in measurement frameworks; Aligning metrics to C-level objectives; Introducing weighting into your measurement frameworks to ensure value over vanity. 17:15 - 17:30 Ukraine wartime comms: the impact of comms when dealing with the worst crisis Julia Petryk, Head of PR, MacPaw, Co-founder of Ukrainian PR Army Lightning round, Sevilla Room, InterContinental Miami Russia’s invasion of Ukraine has transformed the geopolitical and economic landscape around the world. Ukraine’s communications professionals are faced with unprecedented challenges as the role of PR and communications is more critical than ever. The local comms industry came together to support national goals while fighting disinformation and propaganda. The talk will cover how companies in Ukraine utilised comms to respond to the crisis, how reacted within the first hours of invasion and how they adapted their business practices. Key takeaways include: Crisis comms, risk assessment, lessons of resilience. 17:30 - 17:45 Closing Remarks Johna Burke, Global Managing Director, AMEC Aseem Sood, Chairman, AMEC, CEO, Impact Research & Measurement Pvt. Ltd Sevilla Room, InterContinental Miami 17:45 - 19:00 Drinks Bayfront A Room, InterContinental Miami Delegates are invited to drinks sponsored by PRCA.
12:00 - 19:00 Registration Hallway, Sevilla Room, InterContinental Miami Registration desk for delegates will be open from 12pm to 7pm.
12:00 - 15:30 International Board Meeting Star Palm Isle Room, InterContinental Miami AMEC International Board of Directors Planning Meeting.
16:00 - 17:30 Speed Networking Host: Simon Gebauer, CCO, »OBSERVER«, AMEC Board Member, AMEC European Chapter Chair Brickell Room, InterContinental Miami Join us for our exciting speed networking session where you will have the opportunity to meet and connect with fellow attendees in a fun and engaging way. During the session, each person will have a two-minute window to engage in conversation with someone they have not yet met, allowing you to learn about their background and what they do while also sharing your own experiences. Be sure to bring plenty of business cards and take advantage of this unique opportunity to build valuable connections and make the most out of the conference.
18:00 - 20:00 Welcome Drinks Reception Bayfront A Room, InterContinental Miami The 2023 AMEC Global Summit on Measurement and Evaluation opens with a welcome drinks reception. The perfect way to start your Summit experience, meet friends, make new introductions and talk to sponsors/exhibitors. The welcome drinks reception is sponsored by Opoint.
07:00 - 17:00 Registration Registration desk, hallway, Sevilla Room, InterContinental Miami Collect your delegate badge and welcome pack.
08:30 - 17:30 Exhibition Hall Bayfront A Room, InterContinental Miami Network with exhibitors and sponsors to review emerging technology solutions.
09:00 - 09:15 Welcome & Housekeeping Johna Burke, Global Managing Director, AMEC Aseem Sood, Chairman, AMEC, CEO, Impact Research & Measurement Pvt. Ltd Carlos Alfredo Díaz, CEO, GlobalNews Group Sevilla Room, InterContinental Miami
09:15 - 10:00 Moving Earned Media Upstream Matt Neale, CEO, Golin Moderator: Johna Burke, Global Managing Director, AMEC Keynote, Sevilla Room, InterContinental Miami The media marketplace has evolved to the point that marketers can no longer afford to build their brands or businesses with paid media alone. As a result, the earned disciplines of PR, social, influencer and experiential will necessarily move upstream in the marketing mix. The expectation for precise and efficacious insight, execution, and delivery will increase commensurately. Data and analytics will be central to this marketing evolution. As a discipline, data and analytics have, not just an opportunity, but a responsibility to move our field upstream to lead that charge. To focus not just on the ‘measurement and evaluation’ of communications but on the objective setting, audience understanding, communications planning and only then on measurement and evaluation. By doing so, we will ensure that the data and analytics teams in the communications discipline are at the forefront of an inevitable evolution in our industry. And, in lockstep, we should recognise that the primary focus of AMEC needs to shift from post-campaign evaluation to upstream strategic planning, in order for our industry, and brand marketing as a whole, to be earned-led and triumphant. Key takeaways include: How PR through using data needs to move upstream in the marketing mix; Data focus should be weighted towards objective setting, audience understanding and planning and not evaluation.
10:00 - 10:30 Using communications to protect the future Carmen Romero, Deputy Assistant Secretary General for NATO’s Public Diplomacy Division Moderator: Johna Burke, Global Managing Director, AMEC Keynote, Sevilla Room, InterContinental Miami In a crisis, such as Russia’s invasion of Ukraine, analysis of communications must go beyond vanity metrics. After 24 February 2022, new audiences sought out information about NATO and there was a surge in malign information activities towards the Alliance. NATO’s live-streaming and video-on-demand capabilities were pushed to their limit. NATO’s analysis and evaluation methodology has had to adapt, as has NATO’s audience-led approach. The goal is to use communications protect the future. Key takeaways include: Protect the Future campaign; Communicating across countries to build trust in your organisation and its own comms; New audiences. Who are they? What are they saying about NATO? What are we saying to them? Methods to identify, monitor and evaluate malign information activities; Other new tactics and techniques.
10:30 - 11:00 Using data to enhance decision-making and build corporate reputation in Latin America Carolina Delgado, Corporate Affairs & Engagement Director for Latin America, L’Oréal Moderator: Johna Burke, Global Managing Director, AMEC Keynote, Sevilla Room, InterContinental Miami The main objective of the conference is to emphasize the importance of using data to make informed decisions and establish a robust corporate reputation for L’Oreál Groupe in the Latin American region. Throughout the conference, we will address the challenges encountered in Latin America and how we are promoting the utilization of more data and tools to gain a better understanding of the environment we operate in, communication and engagement trends, potential risks and issues, and stakeholder intelligence. Key takeaways include: To show that leveraging data can assist companies in making better decisions, comprehending their key group of stakeholders, enhancing the analysis of relevant corporate territories, and how this contributes to the process of building a strong corporate reputation while mitigating potential risks and issues. Provide valuable insights to companies seeking to improve their decision-making abilities and stakeholders intelligence analysis to establish a favorable corporate reputation in Latin America through the use of data.
11:20 - 11:50 Research, data analysis and social listening as strategies to fight against hate speech and discrimination: the pioneer case of Costa Rica Allegra Baiocchi, Resident Coordinator in Costa Rica, United Nations Rebeca Knohr, CEO and Founder, Coes Media Analysis Moderator: Johna Burke, Global Managing Director, AMEC Keynote, Sevilla Room, InterContinental Miami Guidelines and experiences to enhance communication research and social listening as tools to identify and address hate speech, discrimination and promote human rights. Explanation of how partnerships between the United Nations, academia and media monitoring companies are fundamental to promote more democratic, pluralistic societies free of hate and discrimination. Lessons learned and social and political impacts after two years of experience in the production of communication research and evaluation exercises on hate speech and discrimination. Key takeaways include: The private sector and data analysis and evaluation companies have a fundamental and privileged social role in the strengthening of democracies and the fight for Human Rights; There is an important market niche for research, analysis and data production in social areas of developed and developing countries. This is not only a business option, but also a high-level advocacy and reputation building opportunity; Fairer, more egalitarian and free of hate and discrimination societies enhance favorable business climates and opportunities for the economic and social growth of countries, sectors and organizations.
11:50 - 12:30 Learnings from Three Years Leading Evaluation of WHO Communication During COVID-19 Distinguished Professor Jim Macnamara, PhD, School of Communication, University of Technology Sydney Moderator: Johna Burke, Global Managing Director, AMEC Keynote, Sevilla Room, InterContinental Miami How do you do evaluation when effective public communication can be the difference between life and death? Quickly and well is the short answer. This presentation takes the audience inside the evaluation team and strategy of the World Health Organization from declaration of COVID-19 as a global pandemic in early 2020 to 2023. It unpacks the challenges; outlines the multiple data sets available globally from basic to advanced; and describes the expanded’ MEL’ approach (measurement, evaluation and learning) that was implemented globally in 150 country offices across six regions and explains why it was successful. Key takeaways include: Expanding measurement and Evaluation (M&E) to MEL (measurement, evaluation and learning) – and the benefits of learning (or why M&E is only going half-way); Learning FROM M&E – examples of delivering MEL to shape future strategy; Learning ABOUT M&E – a pre-requisite to learn from MEL; Overcoming ‘substitution error’, the most common mistake in M&E – a revised model and two quick tests as examples of two key resources for learning about M&E; Summary of findings and learnings from 3 years leading evaluation of WHO communication during COVID-19.
12:30 - 12:45 2023 AMEC Member Survey Results Aseem Sood, Chairman, AMEC, CEO, Impact Research & Measurement Pvt. Ltd Keynote, Sevilla Room, InterContinental Miami AMEC’s Global Business Insights Survey was the first industry survey to cover media intelligence and insights when it was launched over 10 years ago. Each year the Survey continues with a series of trend over time questions to give AMEC members a unique sense of what is happening worldwide. Insights from the results of the 2023 survey will be shared in this session.
13:45 - 14:15 Destinations International: Measurement Journey and AMEC Support Caitlyn Blizzard, CDME, Vice President of Communication, Destination International Claire Koenig, Senior Director of Communications and Public Affairs, VISIT Milwaukee Moderator: Nicole Moreo, Director, Customer Insights North America, LinkedIn Marketing Solutions, AMEC Co-Chair North American Chapter Panel, Sevilla Room, InterContinental Miami The Travel industry has been on our journey to better understand best practices when it comes to data. Destination Marketing Organizations (DMOs) are charged with getting “butts in seats and heads in beds”. But, getting the data to prove that impact can be difficult- especially since they are required to report numbers back to the governments they receive funding from. A few years ago- Destinations International (the world’s largest resource for destination organizations) and AMEC teamed up to help support the Travel Industry and align on best practices for data, measurement, and research. This session will discuss the Travel Industry, the steps they have taken, barriers they faced, and plans to continue to innovate, teach, and learn.
13:45 - 14:05 Qatar Controversy: Reputational Risk Analysis at the 2022 World Cup James Hannan, Senior Advisor/Reputational Risk Consultant, Infomedia Keynote, Bayfront B Room, InterContinental Miami Infomedia’s Qatar 2022 Reputational Risk Project quantifies the interaction between corporate reputational risk exposure and global marketing events through the examination of traditional news sources covering the 2022 Qatar World Cup. Over 1 million news articles were analysed in the data processing for this report, providing insight overall adverse media trends as well as FIFA sponsor mentions. This combination of data points highlights the growing role of negative news management by corporates, and the need to mitigate reputational damage that often serve as a precursor for material business impacts. Key takeaways include: Adverse media coverage of the Qatar World Cup was prominent, underscoring the increasingly critical lens placed on global sporting events, including notable discussions of human rights, LGBTQ+ rights, and worker conditions; Negative news varied significantly based on the language of publication and country of origin, highlighting the need for dynamic marketing/risk mitigation strategies taken by global/regional brands; The increasing value placed on reputation and its tangible implications for profits underscores a shift amongst corporates to reassess advertising investments and provide greater consideration to non-financial risks; Big data analysis and news data offer untapped potential in better evaluating and monitoring reputational risk exposure, opening up a new avenue of growth for media monitoring firms.
14:15 - 14:45 How Shell powers decision-making with impactful insights Kyle Mason, Head of External Monitoring – Corporate Relations, Shell plc Philip Lynch, Senior Vice President, Insights & Consulting, Onclusive Moderator: Maja Pawinska Sims, Associate Editor, PRovoke Media Keynote, Sevilla Room, InterContinental Miami Exploration of how Shell has built a data / insights centre to serve the needs of stakeholders and senior leadership. How data is used and the value of reputation insights in Shell’s planning and decision-making. Key takeaways include: How Shell has moved from media analytics to a dynamic, integrated insights framework to inform decision-making and reputation management; How Shell’s insights team meets the needs of diverse stakeholders within one of the world’s biggest businesses; How the new insights framework was operationalised across business verticals and regions; What Shell has learned, and how this is relevant to research and communications best practice.
14:25 - 14:45 Raising data confidence in PR Stella Bayles, Co-Founder, CoverageBook James Crawford, Founder & MD, PR Agency One Panel, Bayfront B Room, InterContinental Miami Data in PR is essential, without it there is no story of PR success. Yet new research (carried out by CoverageBook with UK & US PR practitioners & announced at AMEC) indicates; there is a lack of confidence in data literacy among PR practitioners. In this talk Stella Bayles and James Crawford reveal research results that identify the knowledge gaps and share how to improve data literacy. Speaking from the agency and vendor perspective they will provide practical guidance on using tech to teach, how to introduce credible metrics and how to build a ‘data culture’ in your team. This talk asks for your engagement and commitment to help raise data confidence in PR. Key takeaways include: What a lack in data confidence means in todays PR landscape; What common metrics are no longer respected by C-suite & how to replace; How to build a data culture in your PR team; How to utilise your tech and vendors to improve data literacy.
14:45 - 15:15 Mapping the Measurement Journey: Words From Those in the Trenches Emily Metz, President & CEO, American Egg Board Megan Bagwell, Director of External Communication, Michelin North America, Inc. Dr. Craig Morris, Chief Executive Officer, Association of Genuine Alaska Pollock Producers (GAPP) Moderator: Mary Elizabeth Germaine, Global Managing Director, Analytics and Strategy, Ketchum Panel, Bayfront B Room, InterContinental Miami Hear direct from AMEC award-winning corporate communications leaders on how they have championed and impacted their organizations’ measurement journeys. Panelists will highlight how they overcame barriers, seized opportunities and managed stakeholder expectations to affect change and progress within their own organizations. Each of the panelists is at a different place in the measurement journey, so perspective will be varied to ensure applicability to all attendees.
14:45 - 15:15 Generative AI – use cases in communication measurement and evaluation Maya Koleva, PhD, Head of Research & Insight, Commetric Mohan Doshi, Chief Strategy Officer, Ninestars Information Technologies Pvt. Ltd Moderator: Richard Bagnall, Co-Managing Partner & CEO of Europe & Americas, CARMA Panel, Sevilla Room, InterContinental Miami Generative AI has come closer to all of us; it is no longer in the toolkit of proficient data science teams. ChatGPT has made it more democratic than ever to test and explore the capabilities of generative AI and transformer deep learning models for tasks relevant to communication research, measurement and evaluation. Key takeaways include: How to construct prompts that give out useful and relevant results? In what tasks is a tool like ChatGPT already providing efficiencies and can be used in real-world measurement and evaluation tasks What are some red flags, where we should be extra-vigilant when using results provided by tools like ChatGPT? What can we expect with the professional versions?
15:35 - 15:50 Copyright and fair use: stakeholder gap analysis James Hewes, President & CEO, FIPP Tony Cheevers, Customer Success Officer, Researchscape International Jeffrey Henning, Chief Research Officer, Reserchscape International Moderator: Johna Burke, Global Managing Director, AMEC Panel, Sevilla Room, InterContinental Miami
15:50 - 17:00 Industry partner leaders share member focus, trends, priorities and concerns for 2022-2023 Alastair McCapra, Chief Executive, CIPR Carmella Glover, President, Diversity Action Alliance Sonia Diaz, President of HPRA, Founder and President, Zaid Communications Kim Sample, President, PR Council Renna Markson, Deputy Director General & Engagement Director, PRCA Linda Thomas Brooks, Chief Executive Officer, PRSA Moderator: Johna Burke, Global Managing Director, AMEC Panel, Sevilla Room, InterContinental Miami AMEC industry partners represent diverse stakeholders. They will share information and insights into their focus and challenges in the next year. During this session, delegates will learn what issues are top of mind and identify how we can best support the industry.
17:00 - 17:30 The future of driving is flying Doron Merdinger, CEO and Founder, Doroni Aerospace Moderator: Johna Burke, Global Managing Director, AMEC Fireside chat, Sevilla Room, InterContinental Miami Doron and Johna will talk about flying cars and the behavior change we can expect.
17:30 - 17:35 Closing Remarks Johna Burke, Global Managing Director, AMEC Sevilla Room, InterContinental Miami
18:30 - 19:30 Drinks Reception Poolside, InterContinental Miami Delegates are cordially invited to a drinks reception, sponsored by Media:Track. Suggested dress: All delegates are encouraged to wear white and orange, orange or white.
19:30 - 23:00 Evening Dinner Reception Poolside, InterContinental Miami Delegates are cordially invited to an evening dinner reception, sponsored by Ninestars. Suggested dress: All delegates are encouraged to wear white and orange, orange or white.
07:00 - 17:00 Registration Registration desk, hallway, Sevilla Room, InterContinental Miami Collect your delegate badge and welcome pack.
08:30 - 17:30 Exhibition Hall Bayfront A Room, InterContinental Miami Network with exhibitors and sponsors to review emerging technology solutions.
08:55 - 09:00 Welcome & Housekeeping Johna Burke, Global Managing Director, AMEC Sevilla Room, InterContinental Miami
09:00 - 09:30 Winning in B2B: New Paths to Winning Mindshare & Growing Market Share Allyson Hugley, Global Director, Customer Insights, LinkedIn Marketing Solutions Moderator: Johna Burke, Global Managing Director, AMEC Keynote, Sevilla Room, InterContinental Miami Marketing is on the verge of its next significant change cycle. Against the backdrop of emerging macroeconomic, geopolitical and technology pressures, industry convergence is reshaping the marketplace while a new generation of workers is entering and reshaping the workplace. These shifts and others are redefining the business landscape and the competitive dynamics for customers and talent across B2B industries. As a result, opportunities and challenges are emerging for brands seeking to establish primacy in B2B. Drawing on perspectives from The B2B Institute, LinkedIn’s B2B marketing think tank, and LinkedIn’s own unique economic graph, this session will focus on the evolving dynamics outside of and within organizations influencing how B2B brands leverage marketing and communications to win share of mind and share of market. Key takeaways include: Insights into the evolving expectations for B2B communications; Mental models for driving brand differentiation along the B2B buying journey; B2B audience and buying-group insights to optimize messaging impact for the current and next generation of business decision makers.
09:30 - 10:00 Cruising, Crises & Communication: Why Instinct Is Still Critical Chris Chiames, Chief Communication Officer, Carnival Cruise Line Moderator: Maja Pawinska Sims, Associate Editor, PRovoke Media Fireside chat, Sevilla Room, InterContinental Miami Carnival Cruise Line, like the rest of the travel sector, has had a challenging few years through the pandemic and recovery, from rebuilding trust in the cruising industry to managing crises that can come out of nowhere. In this conversation with PRovoke EMEA editor Maja Pawinska Sims, Carnival’s chief communications officer Chris Chiames shares his experiences and talks about how, beyond strategy and planning, the right response can still come down to gut instinct and humanity.
10:00 - 10:30 Internal Analysis and Communication Pros: How the team are using tech Kyle Mason, Head of External Monitoring – Corporate Relations, Shell plc Beka Wall, Director of Evaluation and Outreach, Cattlemen’s Beef Board Cori Martinez, Communication Insights Analyst, Southwest Airlines Rachel Boulée, Communication Insights Senior Analyst, Southwest Airlines Moderator: Johna Burke, Global Managing Director, AMEC Panel, Sevilla Room, InterContinental Miami Internal analysis and communication teams talking about the challenges they are facing when using tech now and what they expect to encounter in the future.
10:00 - 10:30 Managing regional innovation and culture of a global brand Darío Cutin, Vice President of Communications for Latin America and the Caribbean, VISA Nancy Anderson Bolton, VP, Corporate Affairs, North America, Globant Daniel Díaz, Managing Director and Head of Public Affairs for Latin America, Citigroup Moderator: Carlos Alfredo Díaz, CEO, GlobalNews Group Panel, Bayfront B Room, InterContinental Miami Through their extensive experience and expertise, these three communication experts, representing top global companies, will offer insights into how to balance the needs of a global brand with the unique cultural and regional characteristics of the Latin American market. The conversation will highlight practical strategies and best practices for managing innovation and cultural diversity in a global context, offering valuable lessons for anyone working in marketing or branding in the region. Key takeaways include: To effectively manage innovation and culture in a global brand, it is essential to strike a balance between global consistency and regional relevance, taking into account the unique cultural characteristics of each market. The presentation may also highlight the critical role of data analytics and research in driving innovation and cultural understanding, helping brands to develop insights into regional trends and preferences and tailor their strategies accordingly. Finally, the panel may emphasize the need for brands to be flexible and adaptable, continually adjusting their approach to meet the evolving needs of the market and to stay relevant in an ever-changing global landscape.
10:30 - 11:00 Unlock the Power of Your Data: Master the Art of Storytelling for Unprecedented Success Jonny Bentwood, Global Head of Data & Analytics, Golin Moderator: Johna Burke, Global Managing Director, AMEC Keynote, Sevilla Room, InterContinental Miami Using emotion to change hearts and minds. Why dashboards and charts are a strategists worst enemy. How International brands are rethinking their approach and KPIs to unleash their potential. Key takeaways include: Changing the righteous focus of analysts from analysing the data to get insights to presenting intelligence that can be used; How net sentiment is a waste of time and what can be done about it.
11:20 - 11:50 Embracing Intersectionality: Tackling Bias and Championing Inclusive Leadership in Communication María Gabriela Hoch, Co-Founder & CEO WE Evolution, Vital Voices Global Network Member (Miami) Moderator: María Laura García, President and Founder of GlobalNews Group, Vice President for the American South Cone at Vital Voices Fireside chat, Sevilla Room, InterContinental Miami This thought-provoking fireside chat will delve into the impact of technology on biases and prejudices in communication and highlight the barriers and challenges companies face in inclusive leadership and how they can overcome them. The session will examine the evolution of leadership towards greater consciousness and explore how companies can promote intersectionality beyond gender, encompassing race, culture, social and economic status in their communication. Key takeaways include: With the use of algorithms and data, technology has the potential to reinforce existing prejudices and biases, perpetuating stereotypes and discrimination. Intersectionality is key to promoting inclusivity: Intersectionality acknowledges that an individual’s identity is made up of multiple factors, such as race, gender, culture, and social and economic status. Companies must take a holistic approach to promoting inclusivity in their communication by considering these intersecting identities. Conscious leadership involves a greater awareness and understanding of issues related to diversity, equity, and inclusion. Companies must adopt conscious leadership practices and strategies to create a more inclusive workplace culture.
11:50 - 12:10 Next Generation PR Technology Dan Beltramo, Chief Innovation Officer, Onclusive Moderator: Johna Burke, Global Managing Director, AMEC Fireside chat, Sevilla Room, InterContinental Miami Key takeaways include: • Specific areas where tech is impacting PR; • Specific areas were AI, ML, LLMs are impacting the industry; • Key considerations when embracing AI or ML in your business or for your clients.
12:10 - 12:30 2023 AMEC Projects Aseem Sood, Chairman, AMEC, CEO, Impact Research & Measurement Pvt. Ltd Keynote, Sevilla Room, InterContinental Miami The International AMEC Board is currently working on a few special projects for 2023. These projects are selected to bring additional benefits to all AMEC members. Join this session to learn about these special projects, the leaders, their goals and also how you can participate in these projects.
13:45 - 14:00 You can guarantee media coverage, and any PR who says you can’t is just afraid of commitment Paul Stollery, Co-founder and Creative Director, Hard Numbers Moderator: Jon Meakin, Lead Consultant, Coldharbour Communications Lightning round, Bayfront B Room, InterContinental Miami The idea that it’s impossible to guarantee earned media coverage is a myth perpetuated by PRs who simply don’t like signing up to commitments. In this talk, I’ll explore the arguments for – and against – guaranteeing earned media coverage for your clients. Key takeaways include: If you run a press office for your client, it’s perfectly possible to guarantee a volume of coverage within certain media targets on a monthly / quarterly basis; It’s not always the right approach, but the notion that there is no correlation between output metrics and organisational impact is in contradiction to the principles of the AMEC Measurement Framework; The industry’s aversion to committing to results is holding it back in the boardroom. Decision makers don’t sign checks for hopes and dreams; they do it for calculated returns; Media coverage needs to be earned. If PRs aren’t hitting their coverage numbers they should work a little harder.
13:45 - 14:00 PR technology stack – How to build Stavros Vologiannidis, Founder, Business Development, DataScouting Lightning round, Sevilla Room, InterContinental Miami In this presentation, we will present different technologies, including analytics and AI tools, to create a state of the art media intelligence and PR technology stack. Key takeaways include: Current developments in AI; Managing and creating actionable information from data.
14:00 - 14:15 A data-driven culture for agencies Jon Meakin, Lead Consultant, Coldharbour Communications Lightning round, Bayfront B Room, InterContinental Miami Let’s be real: Most PR agencies suck at measurement and evaluation. They are either afraid of it, bored by it, confused by it, or some combination of the three. And they are not helped by clients who are not more demanding in this area. Within every agency is someone who knows this has to change, and that the potential rewards for that change are enormous – but they do not know where to start. In this session we’ll talk about the need for modern agencies to foster a data-driven culture, how to go about it, and the benefits of doing so. Key takeaways include: The lies agency people tell themselves about measurement and evaluation; Why creating a data-driven culture is essential for success; Where to start.
14:00 - 14:15 The New Value Chain: AI-bred –> Data-fed –> Insight-led Robert Kabus, Chief Strategy Officer & Managing Partner, Dataxet Lightning round, Sevilla Room, InterContinental Miami Attention, speed and scale are the communication battlegrounds of today. But traditional research is falling short of delivering high value insights based on real-world, real-time, real-big data. Here, we share new frameworks that are working in concert with AMEC’s IEF to make media intelligence the strategic resource of the modern era. Key takeaways include: Why attention is the biggest challenge to achieving brand and communication goals; Why traditional research tools fall short and leave an “insight-gap”; How data can be evaluated in faster, more insightful ways to address this challenge; New frameworks that align metrics with Integrated Comms goals and contributions (IEF).
14:15 - 14:45 A value point of view: looking beyond your own reflection Amrita Sidhu, Managing Director, Medianet & Medianet Insights Katie Paine, CEO, Paine Publishing Moderator: Jon Meakin, Lead Consultant, Coldharbour Communications Panel, Bayfront B Room, InterContinental Miami Many organisations can become too fixated on their own reflection and fall into the trap of vanity metrics. Searching for answers by constantly looking at our “own reflection” can give us a false sense of success. Instead, looking beyond ourselves can deliver the most meaningful answers. In the context of an industry, a region, a competing landscape or market, more often than not someone else is more successful, more impactful or more influential than we are. We can embrace those uncomfortable truths and learn from them. In this panel presentation Katie and Amrita will share learnings from benchmarking and competitor analysis projects for organisations that were not scared of looking beyond their own reflection and were willing to pursue value over vanity. Key takeaways include: The difference between vanity and value metrics; How to use benchmarking to reinterpret vanity metrics and ask the uncomfortable questions that inform strategy; Best practice examples of how organisations have embraced value over vanity.
14:15 - 14:30 Dry Feb: Encouraging Canadians to go Alcohol-Free with Canadian Cancer Society Blaine Mackie, Vice President, Measurement + Analytics, H+K Strategies Lightning round, Sevilla Room, InterContinental Miami This presentation will provide an overview of how the Canadian Cancer Society has used research to encourage Canadians to participate in Dry February. With 3 years of longitudinal data, this presentation will show how Canadian Cancer Society has raised awareness, encouraged Canadians to abstain from alcohol for the month of February, and changed perceptions towards alcohol among Canadians. Key takeaways include: How research can be an effective tool in measuring changes in awareness; How Canadian Cancer Society used communications to address barriers to participation; How Canadian Cancer Society was able to demonstrate impact by measuring participation, fundraising, and perception change.
14:30 - 14:45 The Earned Effect Study Nigel Rahimpour, EVP/Head of Strategy and Analytics, Weber Shandwick Germany Joy Farber Kolo, Global Chief Brand Officer, The Weber Shandwick Collective Lightning round, Sevilla Room, InterContinental Miami The Weber Shandwick Collective “Earned Effect Study”, conducted in partnership with the highly respected IPA in London (Institute of Practitioners in Advertising), proves the vastly superior business (i.e., market share, sales, profit, ROI) and brand effects (i.e., brand image, differentiation) of campaigns that earn coverage and conversation over the long-term. The study analyzed campaigns over a period of 10 years (2010-2020), across 60 product categories, global, B2C and B2B. The effectiveness analysis was independently conducted by Ed Elworthy and Peter Field from the IPA. The results are ground-breaking. Key takeaways include: Campaigns that earn coverage and conversation over the long-term achieve far superior business effects: 53% more likely to drive very large business effects; 2.6x more likely to achieve very large profit growth; 57% drive very large sales gain and 40% achieve very large market share gain; 399% ROI effect (42% Uplift).
14:45 - 15:15 Data integration and insights Brent Diggins, Partner, MD Performance+Intelligence, Allison+Partners Jason Lee, Co-founder, Managing Partner, Dataxet Michael Brito, Global Head of Analytics, Zeno Group Moderator: Claire Pimm, Director of Defence Communications, UK Ministry of Defence Panel, Bayfront B Room, InterContinental Miami
14:45 - 15:15 Misinformation and disinformation: corrupt data or valid bias indicators Antony Cousins, Executive Director for AI Strategy, Cision Shubhi Agarwal, Co-Founder and COO, Locobuzz Moderator: Johna Burke, Global Managing Director, AMEC Panel, Sevilla Room, InterContinental Miami
15:45 - 16:00 From Insight to Decision Intelligence Rob Key, CEO, Converseon Lightning round, Sevilla Room, InterContinental Miami In a world where “real time isn’t often fast enough,” communication pros require more than just standard measurement approaches. New “decision intelligence” technologies not only can predictive the future but also provide simulators so that brands can understand quantitatively the impact and risks of actions before they take them. Decision intelligence is powerful new breed of intelligence that is transforming communication and brand measurement and enabling the ability to firmly tie key measures to critical business outcomes such as sales, and shareholder value. This talk will show specific data and examples in action and provide an overall framework for the approach. Key takeaways include: How communication pros can move from descriptive to predictive and prescriptive; How decision intelligence isolates the key topics, actions and attributes that truly impact business performance for better focus and planning; Examples of how this approach firmly demonstrates the value of communication and reputation efforts on shareholder value and sales.
15:45 - 16:45 The Future is Now: Latest Trends in Technology, Insights, AI and Social Impact Jack Murray, CEO, MediaHQ Greg Galant, Co-Founder and CEO, Muck Rack Ana Adi, Professor of Public Relations/Corporate Communication, Quadriga University of Applied Sciences Moderator: Annsi Krol, Group CEO, Ventla Panel, Bayfront B Room, InterContinental Miami Get ready for an engaging discussion featuring a remarkable panel of experts spanning academia, communications, and storytelling, along with leading tech companies. With different perspectives on various topics, the panelists will have a dynamic conversation covering goal setting, stakeholder management, PR professionals’ measurement struggles and how stakeholder input can guide us towards the right direction. They will also discuss the trends in tech innovation and how it’s not just about winning, but rather about working together. Additionally, the panelists will delve into the topic of AI and how we can embrace it while maintaining transparency. Join us as we explore the latest trends in technology, insights, AI, and social impact that are already shaping our world. Key takeaways include: Social impact vs. social value – looking at both inside-out and outside-in perspectives and exploring how to measure these metrics and their impact on decision-making. PR professionals continued struggle on showing value of metrics – bridging between methodology, tech and confidence. The fragmented user experience – exploring how collaboration drives tech innovation to create a single user experience, and the magic of plugged-in tech. AI – examining how to set frameworks for the use of AI that saves time but doesn’t sacrifice control.
16:00 - 16:15 Using Broadcast Data to Understand the Impact of Messaging & Inform Strategy Susan Aitkin, Director, Global Partnerships & Partner Marketing, TVEyes Lightning round, Sevilla Room, InterContinental Miami Is a world without nuclear weapons possible? Given the picture presented in the media Americans don’t think so but with a change in narrative imagining a nuclear free world is possible. Using TVEyes broadcast data, learn how Harmony Labs identified persuadable audiences and opportunities for narrative interventions. Key takeaways include: Regular messaging that consumers are exposed to is passive; Identify narrative interventions; Calibrate your messaging and approach to make them more effective.
16:15 - 16:45 AI Ethics: access to implementation John Murphy, Assistant Professor in-Residence, Digital Media & Design, University of Connecticut Keynote, Sevilla Room, InterContinental Miami This presentation covers the topic of artificial intelligence (AI) and its impact on society, and emphasizes the importance of ethical considerations. The speaker urges the audience to reflect on historical context and current perspectives in order to better understand the implications of AI. Finally, the presentation concludes by suggesting that organizations take ethical considerations seriously in their efforts to access or develop AI.
16:45 - 17:00 Exploring the Capabilities of Generative AI: A Deep Learning Language Model for Measurement and Evaluation Applications Todd Grossman, CEO of Placid Ventures & Professor at University of Connecticut Geoffrey Sidari, Managing Director – Data and Analytics, Prosek Partners Lightning round, Sevilla Room, InterContinental Miami This presentation will provide an overview of ChatGPT, a state-of-the-art deep learning language model developed by OpenAI. We will discuss its capabilities, limitations and its potential use cases in the field measurement and communications. We will discuss how ChatGPT can be used to analyze and extract insights from large volumes of unstructured data, such as social media posts and news articles. Key takeaways include: An understanding of ChatGPT and its capabilities in analyzing and extracting insights from large volumes of unstructured data; Knowledge of the potential use cases of ChatGPT in the field of measurement and communications; Insights into the limitations of ChatGPT and considerations for its use in practice.
16:45 - 17:00 Modelling Vagueness Jan Janzen, Group Chief Analytics Services Officer, Argus Data Insights Lightning round, Bayfront B Room, InterContinental Miami Media Analytics theory says that among variables, whose values should intuitively be mutually exclusive, only those shall be used for which this intuition can be rigidified by means of criteria that for each case let only one value be correct. In practice, this is not feasible everywhere, so that in some cases arguably more than one value is correct. The implications of this for building a correct descriptive model are everything but straightforward. I will discuss pros and cons of several options, among them collapsing vagueness and introducing further probability metrics.
17:00 - 17:15 Special Academic Announcement Distinguished Professor Jim Macnamara, PhD, School of Communication, University of Technology Sydney Lightning round, Sevilla Room, InterContinental Miami
17:15 - 17:30 Contextualizing Your Measurement Approach to Deliver Maximum Impact to the C-Suite Matt Oakley, Global Head of Data & Insights, Hotwire Lightning round, Bayfront B Room, InterContinental Miami Demonstrating how to elevate and contextualize the metrics that you measure to deliver impact in your communications measurement. Key takeaways include: Leveraging benchmarking in measurement frameworks; Aligning metrics to C-level objectives; Introducing weighting into your measurement frameworks to ensure value over vanity.
17:15 - 17:30 Ukraine wartime comms: the impact of comms when dealing with the worst crisis Julia Petryk, Head of PR, MacPaw, Co-founder of Ukrainian PR Army Lightning round, Sevilla Room, InterContinental Miami Russia’s invasion of Ukraine has transformed the geopolitical and economic landscape around the world. Ukraine’s communications professionals are faced with unprecedented challenges as the role of PR and communications is more critical than ever. The local comms industry came together to support national goals while fighting disinformation and propaganda. The talk will cover how companies in Ukraine utilised comms to respond to the crisis, how reacted within the first hours of invasion and how they adapted their business practices. Key takeaways include: Crisis comms, risk assessment, lessons of resilience.
17:30 - 17:45 Closing Remarks Johna Burke, Global Managing Director, AMEC Aseem Sood, Chairman, AMEC, CEO, Impact Research & Measurement Pvt. Ltd Sevilla Room, InterContinental Miami
17:45 - 19:00 Drinks Bayfront A Room, InterContinental Miami Delegates are invited to drinks sponsored by PRCA.