MARCH 23 SYDNEY PRESENTED BY MUMBRELLA
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MARCH 23
SYDNEY
PRESENTED BY MUMBRELLA
WELCOME
Miranda Ward
Public Relations & Publishing Editor
Mumbrella
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.
HEADLINE SPONSOR
SPONSORS
SUPPORTERS
8.00 Registration
8.50 Welcome
Miranda Ward, Public Relations and Publishing Editor, Mumbrella
9.00 Keynote
Clarence Mitchell - The Hunt for Madeleine McCann
STREAM 1 STREAM 2 STREAM 3
10.00 A Happy Family? In-house Teams The Lobbying Agenda of 2016 Influencer: 101
and Agency Partnerships
10.45 MORNING TEA MORNING TEA MORNING TEA
11.15 Communications Marketing: McWhopper: How Burger King The Influencer Agency Business
Public Relations’ New Frontier Pulled Off The PR Hijack of the Year Model
12.05 Public Relations: The 2016 The Year We Go Virtual: How PR A Code of Conduct for Influencers
Creative Agency Can Use VR Technology
12.50 LUNCH LUNCH LUNCH
1.45 Crisis Communications: Metal-making Campaigns: Do Influencers Move the Needle?
Handling the Lindt Siege The Award-Winning Work of 2015
2.35 Dear Career Confused: Here is Understanding The Whole Campaigns Starring an Influencer
How to Get Ahead in your Career Media Picture
3.20 AFTERNOON TEA AFTERNOON TEA AFTERNOON TEA
3.45 Headlines, Tweets and TV Influencing PR: How the Rise
Coverage: How to Create of Influencers Will Change the
Newsworthy Content PR Industry
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
9AM KEYNOTE SESSION
The Hunt for Madeleine McCann
KEYNOTE 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
Clarence Mitchell the McCann’s PR full time. In August he launched his own communications
Founder, consultancy.
Clarence Mitchell
Communications
Moderator - Miranda Ward, Public Relations and Publishing Editor, Mumbrella
10.00AM
A Happy Family?
STREAM STREAM The Lobbying STREAM
In-house Teams and Influencer 101
1 Agency Partnerships 2 Agenda of 2016 3
Panel Discussion Panel Discussion Panel Discussion
Understand what makes relationships In a Federal election year, the lobbying The term ‘influencers’ gained a serious
between an in-house communications team of politicians becomes increasingly amount of traction in 2015 - but what
and a PR agency partner successful. Hear important. Hear from lobbyists on the are they, who are they and how can PR
what makes in-house PR professionals tick topics they’ll be pushing and how they agencies find them and connect them
and what a PR agency can offer them to work to get the attention of the country’s with their clients?
make their job easier. decision makers.
Shiva Kumar Diane Glasson Justin Di Lollo Matthew Hingerty Matt Kendall Renee Bugg
Head of Communications, Director of Communications Business Director, CEO & Managing Director, Digital Planning Director, Social Media Specialist,
Australia & New Zealand, and Public Relations, STW Barton Deakin Government One Green Bean Brand & Health and
LinkedIn The Star Relations Care Marketing,
Bupa
Russell Mahoney Olivia Loughnan Claire March Creina Chapman Laney Galligan Chris Carroll
Corporate Affairs PR, Sponsorship and Director, Head of Regulatory Founder, Agents of Blogger,
Manager - Supermarkets, Comms Manager, Hawker Britton Affairs and Corporate Influencer/G.M. The Life Creative
Woolworths Virgin Mobile Australia Communications, Problogger
Southern Cross Austereo
Moderator: Moderator: Moderator:
Ashford Pritchard Matthew Levinson Stuart Gregor
Communications Manager – Communications Manager, Founder and Director,
Innovation & Entrepreneurship, Office of the Lord Mayor Liquid Ideas
KPMG
10.45AM MORNING TEA11.15AM
Communications McWhopper: How
STREAM Marketing: Public STREAM Burger King Pulled STREAM The Influencer Agency
1 Relations’ New 2 Off The PR Hijack of 3 Business Model
Frontier the Year
Presentation Case Study Panel Discussion
Edelman’s Michelle Hutton will present on Burger King’s ambush of McDonald’s - Want to investigate influencer marketing?
the emerging category of communications suggesting the two join forces to create the Hear how an influencer agency works,
marketing and what it means for PR, and ultimate hybrid hamburger, the McWhopper, the differing business models in market,
how PR is in the position to best guide was the PR stunt of the year. Discover how and the pros and cons of working
brands through the media and marketing the campaign grabbed news headlines with an agency and directly with
landscape. around the world. an influencer.
Michelle Hutton Josh Moore Jono Key Felicity Grey Lorraine Murphy
Global Consumer Marketing Chair, CEO and COO, Head of Planning, Managing Director, Founder and Director,
Edelman Y&R NZ Y&R NZ Nuffnang The Remarkables Group
Moderator: Moderator:
Miranda Ward Alex Hayes
Public relations & Editor,
Publishing Editor, Mumbrella
Mumbrella
Jen Bishop James Godwin
Digital Publisher/blogger, Co-founder and Director,
Interiors Addict and Reno The Insiders
Addict
Moderator:
Nic Christensen
Media & Technology Editor,
Mumbrella12.05PM
Public Relations: The Year We Go
STREAM STREAM STREAM A Code of Conduct
The 2016 Creative Virtual: How PR Can
1 Agency 2 Use VR Technology 3 for Influencers
Panel Discussion Case Studies Panel Discussion
Following on from Michelle Hutton’s Virtual reality is one of the big A team of panellists will debate the
presentation on the re-framing of PR, communications trends for the year. need for a code of conduct outlining
she will be joined on stage by PR, creative Hear from PR professionals on how best practice for influencer marketing,
and media professionals to discuss whether communications professionals can best discussing what this might look like
PR agencies are the creative agencies tap into the technology for the benefit and work in the industry.
of the future. of clients.
Case Study One:
Carl Ratcliff Jules Hall Alexis Wilson Stephen von Muenster Anthony Svirskis
CEO, CEO, Managing Director, Principal, CEO,
One Green Bean The Hallway Hotwire von Muenster Solicitors & Tribe
Attorneys
Case Study Two:
Michelle Hutton Emma Sturgiss Justin Strafford Nick Day Rebecca Gawthorne Vivienne Ryan
Global Consumer Global Manager - PR, Senior Digital Strategist, Account Manager, Dietitian and Nutritionist/ Director,
Marketing Chair, Broadcast and Advocacy, Red Agency Red Agency Instagram Influencer Gravia Media
Edelman Tourism Australia
Moderator:
Moderator: Simon Canning
Miranda Ward Marketing &
Public Relations & Advertising Editor,
Publishing Editor, Mumbrella
Mumbrella
Moderator:
Toby Hemming
Director,
Bold Media
12.50PM LUNCH
Whether you work agency side or in-house, stay in touch
with the latest trends in Australia and around the world.
GET THE LATEST SUBSCRIBE TO COMMSCON NEWS
NEWS, VIEWS & OPINIONS Visit commscon.com.au to subscribe to Mumbrella’s
FROM THE PR AND COMMUNICATIONS INDUSTRY CommsCon PR and communications newsletter.
Delivered each week, directly to your inbox.1.45PM
Crisis Metal-Making
STREAM Communications: STREAM Campaigns: The STREAM Do Influencers Move
1 Handling the 2 Award-Winning Work 3 the Needle?
Lindt Siege of 2015
Case Study Case Study Panel Discussion
The Sydney Siege was one of the most This session will give you a peek behind the Knowing you’ve chosen the right influencer
dramatic news events of 2014. We hear curtain to journey through the process for your brief is just the beginning. Hear
from Edelman’s Ian Pope about how his behind taking work from being creatively tips on how you can assess an influencer’s
team handled the event, working with cool to award-winning. Ben Shipley will ‘influence’ to then measure the effective-
police and the chocolate brand. review the work of past winners and predict ness of the campaign.
future winners.
Ian Pope Ben Shipley Detch Singh Amy Luca
General Manager of Managing Director, Co-founder, Managing Director,
Corporate, Spectrum Group Hypetap VAMP
Edelman
Moderator:
Moderator: Simon Canning
Nic Christensen Marketing &
Media & Technology Editor, Advertising Editor,
Mumbrella Mumbrella
Sam Jockel Sophie Blachford
Blogger, Head of Brand Development,
School Mum Instagram Australia
Moderator:
Pru Quinlan
CEO,
Einsteinz Communications
BOOK YOUR TICKET BEFORE APRIL 15
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JUNE 7- 9, 2016 | SYDNEYMedia Super iS proud to Support coMMScon Congratulations to all the nominees and winners Proud to be the industry super fund for Australia’s creative community. 1800 640 886 mediasuper.com.au Print. Media. Entertainment. Arts. Superannuation. Insurance. Retirement. Financial Planning. Issued March 2016 by Media Super Limited (ABN 30 059 502 948, AFSL 230254) as Trustee of Media Super (ABN 42 574 421 650) (USI SUPER 42574421650001, USI PENSION 42574421650799). MSUP 50803
2.35PM
Dear Career
STREAM Confused: Here is STREAM Understanding The STREAM Campaigns Starring
1 How to Get Ahead in 2 Whole Media Picture 3 an Influencer
Your Career
Panel Discussion Case Study Panel Discussion
Talent - how to find it and how to keep Event sponsor Isentia will reveal its Helloworld and Schwarzkopf will present on
it are big challenges for both agencies research into how a news story changes how they worked with influencers. Hear from
and in-house teams. Hear from agency over time - focusing on the role of social the marketing team and the influencer on
bosses on how to help your staff build media in breaking news and shaping a campaign conception, how they worked
a career path. news story’s narrative. together and the results it delivered.
Case Study One: Under the Influence #helloworldRELAY
Ava Lawler Karyn Lemon Sean Smith Amanda Fry Liz Carlson
Managing Director, Talent Director, Chief Executive - Australia Founder and Managing Travel Blogger,
Weber Shandwick PPR and New Zealand, Director, Young Adventuress
Australia Isentia Holysmoke!
Moderator:
Miranda Ward
Public relations &
Publishing Editor,
Mumbrella
James Wright Lucinda Attrill Simone McDermid
Managing Director, Senior Consultant, Advocacy Manager,
Red Agency Australia and Salt & Shein Helloworld
Havas PR Asia-Pacific
Isentia is the 2016 Commscon headline partner
Case study Two: Schwarzkopf
Moderator: Lauren Gooch Christina Butcher
Samantha Tannous Communications Manager, Blogger and founder,
Principal, Schwarzkopf Australia Romance Media
Relativity Communications
Moderator:
Rakhal Ebeli
Founder & CEO,
Newsmodo
3.20PM AFTERNOON TEA3.45PM
Headlines, Tweets and TV Influencing PR: How the
STREAM STREAM
Coverage: How to Create Rise of Influencers Will
1 Newsworthy Content 2 Change the PR Industry
Panel Discussion Panel Discussion
With consumers increasingly switching off from traditional The rise of influencer marketing could fundamentally change
advertising, it’s becoming more important for brands to be the role of the PR professional. A panel will debate how the
able to break into the news cycle. This session will share tips PR industry may, or may not, change as a result of the rise of
on how to create newsworthy content that will deliver influencer marketing and how both disciplines may co-exist
headlines, TV coverage and social shares. in the future.
Claire Salvetti Moderator: Matt Holmes Jules Lund Sonia Stackhouse
Managing Partner, Jennifer Muir Co-founder, Founder of TRIBE/TV Blogger,
One Green Bean FPRIA, National President, Poem & Radio Host Life Love Hiccups
Public Relations Institute of
Australia (PRIA)/General Manager,
Primary Communication
Kristie Galea Moderator:
Marketing Manager, Mel Cullen
Olympus Imaging Australia Managing Director,
Res Publica
4.35PM
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
FINALE
professionals will need to compete in an ever-changing landscape.
Chris Savage Moderator:
Business Growth Tim Burrowes
Specialist, Content Director,
The Savage Company Mumbrella
5.20PM CLOSING REMARKS - Miranda Ward, Public Relations & Publishing Editor, Mumbrella
5.30PM DRINKS RECEPTIONDAILY BRIEFINGS
Daily reporting of your most important Increased
efficiencies for you
media coverage by 6am every day and ultimately your
team
Isentia’s Daily Briefings Team starts working before dawn to ensure you
have access to the essential information, delivered before you’ve even had Provide your
breakfast. stakeholders with
more than just
It’s a customised snapshot, guided by your requirements, providing media
articles
articles plus a summary of the day’s coverage so you can quickly get on top
of any emerging issues.
More efficient
use of your time
For more information contact your Isentia Account Director or
contact our New Business Sales Manager, Emma Cain on
03 8327 6423 or emma.cain@isentia.comYou can also read
