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PROGRAMME
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B PROGRAMME
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VENUE INFO
tts@iservice-europa.eu
Square – Conference venue
Mont des Arts, 1000 Brussels, Belgium
http://www.square-brussels.com/
Bozar – Gala evening venue (by invitation only)
Rue Ravenstein 23, 1000 Brussels, Belgium
http://www.bozar.be/
Public transportation:
Train: Central Railway Station at 0.2 km
Metro: Gare Central / Centraal Station at 0.2 km (Metro 1, 2)
Bus: Several stops at 0.2 km : bus 38, 71
Parking Albertine: There are 660 parking spaces right underneath SQUARE.
You can get in via Place de la Justice-Gerechtsplein, and Stuiversstraat-rue des Sols,
and then walk straight into the building. Entrance for the event at level -3 N
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COURT OF JUSTICE APPROX SCALE 1CM:50M
CENTRAL STATION A BOZAR
(CENTRE FOR FINE ARTS)
CINEMATEK
M METRO LINKS
B MUSICAL
INSTRUMENTS
i TOURIST INFORMATION MUSEUM
C BELVUE MUSEUM
TO BRUSSELS
INTERNATIONAL
AIRPORT: EXPRESS D MAGRITTE MUSEUM
TRAIN FROM CENTRAL
STATION (17MIN, 12KM)
E ROYAL MUSEUMS
FOR FINE ARTS. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
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TELLING THE STORY BRUSSELS 09-10|12|2013 1
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TABLE OF CONTENTS
Introduction 2
Programme overview 3
Event flow 4
Detailed programme 6
Speakers 14
Map of the venue 20
Speakers’ twitter accounts 21
Website: ec.europa.eu/telling-the-story
twitter: #ttsEU. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
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2 PROGRAMME
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TELLING THE STORY:
HARNESSING THE COLLECTIVE INTELLIGENCE
OF COMMUNICATION PRACTITIONERS
EU investments represent a real opportunity for the economic and social development of the 273 European
regions. However, communication activities around EU funds do not always manage to capture the imagination
of citizens and journalists, and are even sometimes cynically perceived as bland and bureaucratic.
Many good and positive stories can be told to better explain and illustrate the tangible benefits of the Europe-
an Structural and Investment Funds’ (ESIF) role in improving the living conditions of millions of Europeans.
Many innovative and creative communication actions have already been developed all across Europe, high-
lighting the achievements of EU structural policies. Still, these need to be shared more widely, and modernised
to reach a broader audience.
This ‘Telling the Story’ conference looks at more effective ways to collectively communicate and encourage
mutual learning. This is a key moment, as a new programming period of seven years for the EU’s Structural and
Investment Funds is about to begin. The European Commission has emphasised the importance of collabora-
tion and integration in this next cycle. There is a need for all stakeholders – internally (the different European
Commission services) and externally (all possible stakeholders) – to enhance collaboration towards the goals
of Europe 2020: aligned rules, aligned purpose, and aligned communication.
This event has been conceived for all participants to interact and contribute as much as possible. The setup
of plenary sessions and topical workshops allows participants to engage in conversations in smaller groups
and actively contribute to a debate that concerns all. The event will be facilitated by a team that is special-
ised in participatory processes.
Ultimately, this unique events aims to:
• Enhance the visibility of EU investments at local and regional level and enable communication practitioners
to take up the challenge of telling the story about their positive impacts;
• Boost collaboration between EU, national, and regional officials involved in communicating about ESIF;
• Provide timely, useful know-how to Managing Authorities, before the finalisation of future programme commu-
nication strategies;
• Stimulate ideas and innovation on how communication on the ESIF can contribute to bringing Europe closer to
its citizens.
We hope you will find this an informative and stimulating event and look forward to your contribution.
The Telling the Story event organising team:
Directorate-General for Regional and Urban Policy
Directorate-General for Employment, Social Affairs and Inclusion
Directorate-General for Agriculture and Rural Development
Directorate-General for Maritime Affairs and Fisheries. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
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TELLING THE STORY BRUSSELS 09-10|12|2013 3
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PROGRAMME OVERVIEW
9 DECEMBER 2013, MONDAY
09.00 – 09.30 Registrations Registration Hall
09.30 – 10.00 Welcome coffee Registration Hall
10.00 – 11.30 PLENARY SESSION: Communicating EU funds: different authors, different stories Gold Hall
11.45 – 13.15 Participatory Process Gold Hall
13.15 – 14.15 Networking lunch and Marketplace Main floor
14.15 – 15.45 WORKSHOPS (A) (pages 6-8)
Workshop A1 Hall 300 Workshop A2 Room 311 Workshop A3Room 314-316 Workshop A4 Room 312
Raising awareness – Audio-visual media – Social Media: Innovative Making good websites*
running a successful, how to make videos people approaches, exploring
cost-efficient campaign* want to watch* new grounds
Workshop A5 Room 313 Workshop A6 Room 310 Workshop A7 Room 315 Workshop A8 Copper Hall
Dealing with negative publicity* Story telling techniques – How to evaluate your The information and
how to engage your audience* communication activities communication rules for the
2014-2020* ESI Funds 2014-2020 –
a practical approach*
15.45 – 16.00 Break
16.00 – 17.30 WORKSHOPS (B) (pages 8-10)
Workshop B1 Room 315 Workshop B2 Room 311 Workshop B3 Room 310 Workshop B4 Room 312
Raising awareness – Audio-visual media – Social Media: Innovative Making good websites*
running a successful, how to make videos people approaches, exploring
cost-efficient campaign* want to watch* new grounds
Workshop B5 Room 313 Workshop B6Room 314-316 Workshop B7 Hall 300 Workshop B8 Copper Hall
Dealing with negative publicity* Story telling techniques – How to evaluate your The information and
telling stories with images communication activities communication rules for the
2014-2020* ESI Funds 2014-2020 –
a practical approach*
17.30 – 18.00 Refreshments (with light snack)
18.15 – 19.45 CAP Communication Awards 2013 Gold Hall
20.00 – 22.30 EVENING RECEPTION & buffet dinner (By invitation only) BOZAR
10 DECEMBER 2013, TUESDAY
09.00 – 09.30 Welcome coffee Registration Hall
09.30 – 10.30 PLENARY SESSION: Communicating EU funds: different authors, different stories Copper Hall
10.45 – 12.15 WORKSHOPS (C) (pages 11-13)
Workshop C1 Copper Hall Workshop C2 Hall 300 Workshop C3 Room 310 Workshop C4 Room 312
The Cohesion policy information Preparing a multi-fund Getting the most out of Communicating Community-led
and communication rules communication strategy communication networks local development
for 2014-2020 – a practical
approach
Workshop C5 Room 313 Workshop C6 Room 314 Workshop C7 Arc Workshop C8 Room 315
Major Annual Information Overcoming borders – Story telling techniques – Crowdsourcing – a suitable tool
Activities – Open project days European Territorial telling stories with data for institutional communication?
Co-operation programmes
12.30 – 13.15 CLOSING PLENARY SESSION Copper Hall
13.15 – 14.15 Networking lunch and end of the conference Main floor
* repeated workshops. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
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4 PROGRAMME
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E V E N T F LOW. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
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TELLING THE STORY BRUSSELS 09-10|12|2013 5
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Johannes HAHN, Dacian CIOLOŞ, Lowri Evans, Zoltán KAZATSAY,
Commissioner for Commissioner for Agriculture Director General for Maritime Deputy Director-General
Regional Policy, and Rural Development, Affairs and Fisheries, Directorate-General
European Commission European Commission European Commission for Employment,
Social Affairs and Inclusion,
European Commission
Johannes Hahn, originally from Born on 27th July 1969 in Zalău, Lowri Evans is from Britain. Since December 2011, Zoltán
Austria, is the European Romania, Mr Cioloş served as She holds a Bachelor of Commerce Kazatsay has been working as
Commissioner for Regional Policy Minister for Agriculture and Rural from Liverpool University and is Deputy Director-General of DG
since 2010. He graduated Development in Romania from a trained Chartered Accountant. Employment, Social Affairs and
in 1987 from the University 2007-2009 after a career in Between 1978 and 1983 Ms Evans Inclusion, coordinating the
of Vienna with a Doctorate in public administration, both in the worked in Audit and accountancy management of the European
philosophy. Involved since an Romanian Government and in the with Deloitte Haskins & Sells. Social Fund.
early age with the Austrian European Commission.
People’s Party (Österreichische In 1983 she joined the European From 2004 to 2011 he worked
Volkspartei ÖVP), Johannes Hahn Mr Cioloş graduated in 1994 from Commission as an Administrator as Deputy Director-General of
was first a Member of Regional the University of Agricultural in DG Financial Control. In 1987 DG Mobility and Transport (former
Parliament of Vienna from Sciences and Veterinary Medicine she became a Case officer in DG DG TREN) coordinating transport
1996-2003. He was elected as of Cluj-Napoca, Romania, and Competition. Between 1993 and policy matters and transport
Chairman of the regional branch continued his post-graduate 1994 she was a Member of security activities for the European
of the Party in Vienna in 2004. studies in France. He specialised Cabinet of Commissioner Flynn. Commission. Prior to this, he
in Environmental Agronomy in In 1995 she was appointed Head worked for the Hungarian Ministry
In 2007 he was appointed as Rennes (1996) at the École of unit in DG Employment. of Transport, Communications
Federal Minister of Science and nationale supérieure agronomi- and Water Management where
Research in Austria. He occupied que, and Agricultural Develop- In 2000 she joined DG Competition, he served in different posts
that position until his appoint- ment Economics (1997), at the where she was subsequently from 1989.
ment to the European Commis- École nationale supérieure appointed Director, then Deputy
sion after the 2009 European agronomique, and the University Director-General in 2006. In 1997 he was appointed to the
elections. of Montpellier 1. In July 2010 she was appointed post of Deputy State Secretary
Director General of DG Maritime responsible for all transport policy
Before his political career, he held In 2010, Mr Cioloş was appointed Affairs and Fisheries. issues and related investments.
various management functions in the European Commissioner for In this capacity he was in charge
different sectors of the Austrian Agriculture and Rural Develop- of the EU-Hungarian transport
economy and industry, including ment, and embarked on an related accession negotiations,
CEO of Novomatic AG from 1997 ambitious reform of one of the supervising the use of pre-acces-
to 2003 and Secretary General of main common policies of the EU. sion funds (PHARE, ISPA) as
the Austrian Managers Associa- He is a great believer in the need well as Cohesion Fund project
tion from 1987 to 1989. for environment-friendly farming preparations.
and sustainable rural develop-
ment. He has seen this vision Mr Kazatsay graduated from the
through in the recently adopted Technical University of Budapest
reform of the Common Agricultur- as a civil engineer in 1978, and
al Policy, to be implemented as has been decorated with the
from 1st January 2014. Hungarian ‘Légion d’Honneur’.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
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6 PROGRAMME
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DETAILED PROGRAMME
MONDAY, 9 DECEMBER 2013
09:00 – 09:30 Arrival of participants and registration Registration Hall
09:30 – 10:00 Welcome coffee – networking opportunity Registration Hall
10:00 – 11:30 PLENARY (Interpretation EN-FR-DE-IT-ES-PL) Gold Hall
Telling stories about the achievements of European Structural and Investment Funds is an opportunity, chal-
lenge and duty faced by stakeholders at all levels involved in managing EU Funds: from the Commission,
via the Managing Authority, all the way to the beneficiary of ESI Funds projects.
Communicating EU funds: different authors, different stories
Panel discussion moderated by Shada Islam, Director of Policy, Friends of Europe
• Johannes Hahn, Member of the European Commission for Regional and Urban Policy
• Dacian Ciolos, Member of the European Commission for Agriculture and Rural Development
• Lowri Evans, Director General for Maritime Affairs and Fisheries
• Zoltán Kazatsay, Deputy Director-General, DG Employment, Social Affairs and Inclusion
• Pascal Chelala, Managing Director of TNS opinion (Eurobarometer)
• Cecilia Werner, Director of Communications, Swedish Agency for Economic and Regional Growth
• Sabine Beikler, Journalist, Der Tagesspiegel, Germany
• Samantha Nicholson, Manager, ENWORKS, UK
• Brigitte Debey, Participant in the ESF co-funded project ‘Plan Lillois pour l’Insertion et l’Emploi’, France
11:45 – 13:15 PARTICIPATORY PROCESS Gold Hall
• What are our shared communication objectives?
• How can we best work together to achieve them?
We invite all of you to contribute, collaborate, participate and network. This moment is for you to meet and
engage in conversations, to share your own stories about working with different EU funds in different
countries. We would like to capture these stories as a basis for the discussions at this conference and our
future collaboration on the communication of European Structural and Investment Funds.
13:15 – 14:15 NETWORKING LUNCH & MARKETPLACE Main floor
Nine candidates for the Common Agricultural Policy communication awards vying for your vote.
14:15 – 15:45 A | PARALLEL WORKSHOPS
WORKSHOP A1 Raising awareness – running a successful, cost-efficient campaign Hall 300
Well-conceived campaigns are a crucial component of effective communications. Strategic aspects
(planning and timing) as well as the right multi-media mix will be central elements of this workshop
which will feature examples from various actors with different perspectives and budgets.
Florence Ranson, Head of Communications. European Banking Federation
Moderator
and Vice-President of European Association of Communication Directors
Aleyda Hernandez, European Parliament, Directorate-General for Communication:
The EP election campaign 2014
Speakers
Maria Rosaria Fraticelli, Industry, Education, Training & Employment Department, Umbria Region, Italy. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
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TELLING THE STORY BRUSSELS 09-10|12|2013 7
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WORKSHOP A2 Audio-visual media – how to make videos people want to watch Room 311
A picture is worth a thousand words. Making a video can be a great way to present your programme or
project. But 100 hours’ worth of video is uploaded on YouTube every minute! What kind of videos do people
actually want to watch, and which dissemination strategies work best in terms of getting your video no-
ticed? This workshop will showcase some successful examples of video products that have been produced
to promote EU funding.
Moderator Martin Müller, Investment Bank Brandenburg (ILB), Germany
room 311
Patricia Eguilior Arranz, Junta de Andalucia, Spain; ‘25 years of EU funds in Andalucia’
Speakers
Valérie Detemmerman, Audiovisual production, Tipik; European Social Fund video testimonials
WORKSHOP A3 Social Media: Innovative approaches, exploring new grounds Room 314-316
What’s the role of corporate blogs, social newsrooms, collaboration spaces and crowdsourcing tools? What
are the issues that concern governance and compliance? What are the key factors one needs to take into
account when establishing communities of practice? What’s the link between language and the needs of
business and technology? Several examples of practical social media case studies used to engage the
public in EU fields.
Moderator Antoine Mallia, European Commission, DG Employment, Social Affairs & Inclusion
Sean MacNiven, Head of Communications Innovation, SAP, Germany
Speakers
Aurélie Valtat, Digital Communications Manager, Council of the European Union
WORKSHOP A4 Making good websites Room 312
During the 2014-2020 funding period, all Member States will have to set up a single website or web
portal to provide information about funding possibilities and details of beneficiaries. But what makes
a successful website, and how can we be sure we are serving users’ real needs? This workshop will look
at successful strategies and techniques for concentrating on ‘top tasks’, based on the European Commis-
sion’s experience rationalising its web presence as well as examples from the national and regional level.
Moderator Deirdre Hodson, European Commission, DG Communication
Izabella Łokić, Podlaskie region, Poland: www.podlaskiedotacje.pl
Speakers Susanne van der Sanden, Ministry of Economics, Labour and Ports, Bremen, Germany:
www.efre-bremen.de
WORKSHOP A5 Dealing with negative publicity Room 313
As a communication officer, what is the best way of reacting if a negative story appears in the media?
This workshop will feature case studies from the perspective of an operational programme and from
the European Commission. A journalist will provide insights into the topic from the angle of the media.
Moderator Sean Klein, Media Consultant, Formerly Brussels Bureau Chief BBC News
Mark English, European Commission Representation in the United Kingdom
Speakers
Cecilia Werner, Director of Communications, Swedish Agency for Economic and Regional Growth
WORKSHOP A6 Story telling techniques – how to engage your audience Room 310
From the dawn of human civilisation, storytelling has helped people to share ideas, convey important
information and build a sense of community. Many companies and organisations are rediscovering
storytelling today as a powerful communication tool, particularly given the possibilities offered by digital
media to reach new audiences and promote interaction. But what makes a good story? This workshop will
provide an introduction to storytelling techniques that can help you to reach your communication objectives.
Moderator Tony Lockett, European Commission, DG Regional and Urban Policy
Speakers Hanson Hosein, University of Washington, USA. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
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8 PROGRAMME
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WORKSHOP A7 How to evaluate your communication activities 2014-2020 Room 315
In the next funding period, Managing Authorities of Cohesion policy operational programmes have to
continuously monitor their communication activities (and report at least once a year to the Monitoring
Committee). This workshop will provide methodological guidance how best to do this.
Moderator Sigried Caspar, European Commission, DG Employment & Social Affairs
Céline Mas, Occurrence communication research & consulting company, France
Speakers
Paul Njoku, Prime Minister’s Office and Cabinet Office Communications, UK
WORKSHOP A8 The information and communication rules for the ESI Funds 2014-2020:
a practical approach Copper Hall
This workshop explores the communication rules of all ESI Funds for the period 2014-2020. Speakers will
focus on the rules all funds have in common but also highlight the differences. Participants will have the op-
portunity to discuss the scope for organising joint ESI Funds communication activities (such as information
campaigns) in small discussion groups.
Moderator Mariel Sacco, EU Funds communication, Planning and Priorities Coordination Division, Malta
Antonella Zona, Directorate-General for Agriculture and for Rural Development
Speakers Leticia Martinez Aguilar, Directorate-General for Maritime Affairs and Fisheries
Peter Fischer, Directorate-General for Regional and Urban Policy
16:00 – 17:30 B | PARALLEL WORKSHOPS
WORKSHOP B1 Raising awareness – running a successful, cost-efficient campaign Room 315
Well-conceived campaigns are a crucial component of effective communications. Strategic aspects
(planning and timing) as well as the right multi-media mix will be central elements of this workshop.
The workshop features examples from various actors with different perspectives and budgets.
Florence Ranson, Head of Communications. European Banking Federation and Vice-President of
Moderator
European Association of Communication Directors
Luis Chaves, Minha Terra, Federation of Portuguese Local Action Groups Associations, Portugal
Speakers Aleyda Hernandez, European Parliament, Directorate-General for Communication
The EP election campaign 2014
WORKSHOP B2 Audio-visual media – how to make videos people want to watch Room 311
A picture is worth a thousand words. Making a video can be a great way to present your programme
or project. But 100 hours’ worth of video is uploaded on YouTube every minute! What kind of videos do
people actually want to watch, and which dissemination strategies work best in terms of getting your
video noticed? This workshop will showcase some successful examples of video products that have been
produced to promote EU funding.
Moderator Martin Müller, Communication Manager ERDF, Investitionsbank des Landes Brandenburg, Germany
Valérie Detemmerman, Audiovisual production, Tipik S.A.; ESF video testimonials
Speakers Reiner Kneifel-Haverkamp, Head of Unit, Brandenburg Ministry of Economic and European Affairs,
Germany. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
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TELLING THE STORY BRUSSELS 09-10|12|2013 9
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WORKSHOP B3 Social Media: Innovative approaches, exploring new grounds Room 310
Using digital/social media to connect communities and solve social issues. Case studies include the
Zero Heroes campaign, which is an experiment on how to create a networked and open model for civic
participation and action, which in this case is focused on encouraging people to reduce food waste. The
campaign has been identified by the World Democracy Forum as an example of innovative engagement.
Colab is also working on a project to redesign a new model for a UK local government organisation to
reimagine public services fit for the 21st century by connecting with citizens, encouraging better civic
activism and participation through digital platforms
Moderator Antoine Mallia, European Commission, DG Employment, Social Affairs & Inclusion
Jon Shewell, Funding Director of ‘Wearecolab’
Speakers
Kat Borlongan, Co-Funder of ‘Fivebyfive’
WORKSHOP B4 Making good websites Room 312
During the 2014-2020 funding period, all Member States will have to set up a single website or web portal
to provide information about funding possibilities and details of beneficiaries. But what makes a successful
website, and how can we be sure we are serving users’ real needs? This workshop will look at successful
strategies and techniques for concentrating on ‘top tasks’, based on the European Commission’s experience
rationalising its web presence as well as examples from the national and regional level.
Moderator Deirdre Hodson, European Commission, DG Communication
Izabella Łokić, Podlaskie region, Poland: www.podlaskiedotacje.pl
Speakers
Judit Szűcs, National Development Agency, Hungary, http://www.nfu.hu
WORKSHOP B5 Dealing with negative publicity Room 313
As a communication officer, what is the best way of reacting if a negative story appears in the media?
This workshop will feature case studies from the perspective of an operational programme and from
the European Commission. A journalist will provide insights into the topic from the angle of the media.
Moderator Sean Klein, Media Consultant, Formerly Brussels Bureau Chief BBC News
Mark English, European Commission Representation in the United Kingdom
Speakers
Cecilia Werner, Director of Communications, Swedish Agency for Economic and Regional Growth
WORKSHOP B6 Story telling techniques – telling stories with images Room 314-316
From the dawn of human civilisation, storytelling has helped people to share ideas, convey important infor-
mation and build a sense of community. Many companies and organisations are rediscovering storytelling
today as a powerful communication tool, particularly given the possibilities offered by digital media to
reach new audiences and promote interaction. But what makes a good story? This workshop will provide
an introduction to storytelling techniques that can help you to reach your communication objectives, with
a particular focus on telling stories with images.
Moderator Hanson Hosein, University of Washington, USA
Mark Yeoman, Head of ESF Convergence Cornwall Communication, United Kingdom
Martin Miido, Executive Officer of Public Relations Department, Ministry of Economic Affairs and
Speakers Communications, Estonia: ‘Creative communication campaigns in times of budgetary restrictions’
Irma Astrauskaite, Communication officer, INTERREG IVC programme: ‘Changing regions’
web documentary. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
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10 PROGRAMME
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WORKSHOP B7 How to evaluate your communication activities 2014-2020 Hall 300
In the next funding period, Managing Authorities of Cohesion policy operational programmes have to contin-
uously monitor their communication activities (and report at least once a year to the Monitoring Committee).
This workshop will provide methodological guidance how best to do this.
Moderator Sigried Caspar, European Commission, DG Employment & Social Affairs
Céline Mas, Occurrence communication research & consulting company, France
Speakers
Ben Ward, Head of Evaluation and Research, Coffey International Development, UK
WORKSHOP B8 The information and communication rules for the ESI Funds 2014-2020:
a practical approach Copper Hall
This workshop focuses on two concrete challenges all programmes face at the beginning of a programme
period: Branding the new programme and making the new funding opportunities known and providing guid-
ance to project beneficiaries about the information and publicity requirements. Two examples will be pre-
sented and participants will have the opportunity to discuss the practical implications for their programmes.
Moderator Boris Kandziora, European Commission, DG Employment, Social Affairs & Inclusion
Rob Martell, Marketing and Communications Manager, North West England, UK:
Speakers ‘Guidance for project beneficiaries’
Christina Tseliou, NSRF communication, Greece; ‘The challenge of branding the ESIF 2014-2020’
17:30 – 18:00 Refreshments (with light snack)
18:15 – 19:45 CAP Communication Awards 2013: Award ceremony Gold Hall
Presented by Mr Alfonso Pantisano, the 2013 Common Agricultural Policy Communication Awards
(CAPCA) recognise best-practice examples in the field of communication on agriculture and rural devel-
opment in the categories ‘Communication to Stakeholders’, ‘Communication to the public’ and ‘Innovative
Communication’. Of the 118 applications submitted, the finalists for each category are:
Communication to the public
• The new Common Agricultural Policy and its impact on European citizens (Spain)
• European future of Croatian Farmers (Croatia)
• Village Folk (Slovenia)
Communication to stakeholders
• Dissemination of best practices for biodiversity in the application of agri-environmental measures
(Portugal)
• Green Heart of Cork: Promoting sustainable forest management in cork oak landscapes through the
engagement of the business sector in payments for ecosystem services schemes (Portugal)
• Baltic Sea Farmer of the Year Award
Innovative communication
• farmsUP! - Fostering the emerging agro-entrepreneurial culture through dynamic training solutions
(Greece)
• AgriChatUK (United Kingdom)
• SMS Family Farms of Romania (Romania)
The audience attending the Awards ceremony will decide the final ranking of the projects via live
voting, so the decision is yours!
A special jury prize and a general public prize will also be awarded.
20:00 – 22:30 EVENING RECEPTION (buffet dinner) at the Brussels Centre for Fine Arts BOZAR
The evening reception in Brussels’ renowned Centre of Fine Arts will include the possibility to take an
exclusive tour of parts of its rich collection and of Europalia.India expo, a rare chance to see masterpieces
that have never left India before: its classical sculptures, paintings, textiles, terracottas, ivories and gold
jewellery. (By invitation only). . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
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TUESDAY, 10 DECEMBER 2013
9.00 – 09.30 Welcome coffee Registration Hall
9:30 – 10:30 PLENARY (Interpretation from EN-FR-DE-IT-ES-PL into EN-FR-DE) Copper Hall
Discussion, moderated by Ana-Paula Laissy, Head of Communication Unit, Directorate-General
for Regional and Urban policy
• The power of collective intelligence – Harvesting of stories from Day 1
• External evaluation of EU regional policy communication – stories from the national and regional level
of 8 countries. Ben Ward, Head of Evaluation and Research, Coffey International Development, UK
• CAP Communication Awards – what makes a good story? Florence Ranson, Head of Communications.
European Banking Federation. President of the 2013 CAP Communications Awards Jury.
10:45 – 12:15 C | PARALLEL WORKSHOPS
WORKSHOP C1 The Cohesion policy information and communication rules for 2014-2020:
a practical approach (DG REGIO & EMPL) Copper Hall
Building on the discussions in two workshops on Day 1, participants will jointly identify practical approaches
for balancing the regulatory requirements in terms of communication with specific needs for communi
cating successfully in a national or regional context.
Moderator Paulo Emerenciano, Financial Institute for Regional Development (IFDR), Portugal
Peter Fischer, European Commission, DG Regional and Urban Policy
Speakers
Boris Kandziora, European Commission, DG Employment, Social Affairs & Inclusion
WORKSHOP C2 Preparing a multi-fund communication strategy Hall 300
Increased collaboration and co-ordination between the different ESI Funds communication activities is
called for in the next funding period. This workshop looks at two examples, where draft communication
strategies covering more than one fund have already been drafted. Speakers will share insights and give
tips for other regions planning to design a multi-fund communication strategy.
Moderator Judit Szűcs, Head of Communication Dept. National Development Agency, Hungary
Matthias Vorhauer, ESF communication, Saxony, Germany
Marianne Schrama, Coordinator Structural Funds communication, Ministry of Economic Affairs,
Speakers
Agriculture & Innovation
Patrick Wouters, Communication Advisor ESF, Agentschap SZW, The Netherlands
WORKSHOP C3 Getting the most out of communication networks (EDIC, COMM REPs,
RegioNetwork, national comm. networks) Room 310
Telling the story of the European Union and its successful projects is the task of communicators at all
levels. This workshop looks at different communication networks and aims to explore how these can
best be used to improve joint communication efforts. What are the respective needs and expectations?
And how can online tools like RegioNetwork help us to leverage the potential for collaboration between
different networks?
Moderator Ludolf van Hasselt, European Commission, DG Communication
Andy Klom, Head of European Commission Representation in the Netherlands
Speakers
Peter Toth, European Network for Rural Development (ENRD) Contact point. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
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12 PROGRAMME
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WORKSHOP C4 Communicating Community-led local development Room 312
Community-led local development has supported thousands of projects on the ground, focusing on local
needs and opportunities. Local beneficiaries are enthusiastic ambassadors of this approach and four of
them, by the four ESI Funds concerned by CLLD, will be invited to present their experience with EU funds and
the way they communicate at local level. The moderator will engage with the panel and the audience to
draw out lessons that can inform policy-making in this area.
Moderator Paul Soto, Project leader Farnet
Chris Ranford, Project Drecklyfish, England, UK
Thomas Müller, Manager LAG Sauwald, Austria
Speakers
Jyostna Patel, European Association for Information on Local Development (AEIDL), expert, Belgium
Reinhard Fischer, Senate Department for Urban Development and the Environment, Berlin, Germany
WORKSHOP C5 Major Annual Information Activities – Open project days Room 313
The major annual information activity is one of the key moments for an operational programme to make
the widest possible publicity towards the media and the general public. Inviting journalists and the public
to visit actual projects and to let them talk to beneficiaries is a great opportunity to raise the awareness
about projects taking place just around the corner of citizens. The Dutch ‘Kijkdagen’ have been a trend-
setter in this area.
Derville Brennan, Programme Executive (Research and Communications), Southern & Eastern
Moderator
Regional Assembly, Ireland
Mieke Cornet, Communication officers, Rotterdam, The Netherlands
Speakers
Sigrid Tersteeg, Senior Communication Officer, Northern Netherlands Provinces
WORKSHOP C6 Overcoming borders – European Territorial Co-operation programmes Room 314
European Territorial Co-operation programmes have particular communication challenges to address as
their programmes are by definition, in most cases, multi-lingual. Another key challenge is to make the
project results known to other regions and programmes, facing similar challenges. Therefore, the work-
shop will take a closer look at the issue of ‘capitalisation’.
Moderator Dorothee Fischer, Interact Point Valencia, Spain
Capitalising on the experience of others; case studies from European Territorial co-operation
programmes:
Speakers
Cristina Prat, Digital Communications Manager, France-Spain-Andorra
Kaspars Ruklis, Information manager, Estonia-Latvia
WORKSHOP C7 Story telling techniques – telling stories with data Arc
From the dawn of human civilisation, storytelling has helped people to share ideas, convey important
information and build a sense of community. Many companies and organisations are rediscovering sto-
rytelling today as a powerful communication tool, particularly given the possibilities offered by digital
media to reach new audiences and promote interaction. But what makes a good story? This workshop
will provide an introduction to storytelling techniques that can help you to reach your communication
objectives, with a particular focus on telling stories with data.
Moderator Hanson Hosein, University of Washington, USA
Simona De Luca; Luigi Reggi – Telling stories with data: the experience of www.opencoesione.it
Speakers
Laura Belli, Statistical Editor, OECD – Better Life Index and other examples of storytelling with data. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
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WORKSHOP C8 Crowdsourcing – a suitable tool for institutional communication? Room 315
How to harness the creative energy of online communities, for affordable campaigns that succeed. What
are available tools, suitable subjects and possible outcomes? Case studies look at successful examples that
created considerable visibility at very limited costs.
Moderator Orsola Fornara, ESF Information Officer, Ministry of Labour and Social Policies, Italy
Giannarita Martino, Social Media Specialist, Communication Team, Italia lavoro Spa: Crowdsourcing:
new tools for communication initiatives on Structural Funds
Speakers
Fabio Botti, Corporate Identity & Public Relations – Corporate Communication, Telecom Italia:
Fondazione Telecom Italia brings to light the hidden sights of Italian heritage with crowdsourcing
12.30 – 13.15 PLENARY (Interpretation from EN-FR-DE-IT-ES-PL into EN-FR-DE) Copper Hall
• Wrap-up of conference
• Walter Deffaa, Director General for Regional and Urban Policy
• Closing keynote address by Jung Chang, writer, whose books have been translated into more than
40 languages and have sold more than 15 million copies.
13.15 – 14.15 NETWORKING LUNCH Main floor. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
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14 PROGRAMME
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SPEAKERS
BOTTI Fabio CASPAR Sigried CHELALA Pascal
Mr Botti worked in Information Ms Caspar is a member of the Mr Chelala has held several expert
Communication Technology as Impact Assessment and Evaluation and managerial positions in TNS
a programmer and entrepreneur. unit in DG Employment, Social over the last 11 years. He is also
More recently, he has been working Affairs and Inclusion. She has the Global Account Director for the
in TIM and Telecom Italia as an worked on several ESF-evaluations, European institutions and World
eCommerce and social media identifying and communicating the Bank for TNS. He currently
manager. Currently, he is a profes- achievements of ESF activities manages the three most impor-
ASTRAUSKAITE IRMA sor at LUMSA university teaching which was a major challenge. Prior tant political and social contracts
Ms Astrauskaite is currently respon- ‘web marketing and digital to joining the European Commission in the world on behalf of the
sible for events organisation at the communication’. in 2005 she managed projects European Institutions, namely the
INTERREG IVC programme. For the analysing the performance of Standard, Flash and Qualitative
last 6 years she has been dealing research and training systems. Eurobarometer surveys.
with communication tasks in two
different European Territorial Coop-
eration programmes (cross-border
and interregional). Using her expe-
rience in journalism, contemporary
media and public relations, she
never stops looking for a new ways BORLONGAN Kat
to tell a captivating story. Ms Borlongan is an open data
enthusiast and co-founder of Five CHANG Jung CORNET Mieke
by Five, an advisor to the French Ms Chang is the best-selling author Since 2007, Ms Cornet has
Government’s open data task force of Wild Swans (1991) which the worked as a communications
and a founding member of Open Asian Wall Street Journal called the manager of the ERDF programme
Knowledge Foundation France. most read book about China, and ‘Kansen voor West’ in the Nether-
Prior to this, she worked as the Mao: The Unknown Story (2005, lands. She is also a member of
Country Director of Reporters sans with Jon Halliday), described by the national communications
Frontières’ Canadian bureau and as Time Magazine as ‘an atom bomb network for European Funds which
BEIKLER Sabine a public information consultant to of a book’. Her books have been sets out strategies and joint
Ms Beikler studied medicine and the SNCF and the International Civil translated into more than 40 lan- communication activities, such
political sciences at the Georg- Aviation Organisation. As a merit guages and sold more than as www.europaomdehoek.nl and
August-University in Göttingen scholar of the French Ministry of 15 million copies. She was born in the Europa Kijkdagen (national
and at the Free University in Berlin. Foreign Affairs, Kat completed her China in 1952, and came to Britain open-project days). Ms Cornet
She has worked as a freelance undergraduate degree in Political in 1978. She lives in London. is a member of INFORM, the
editor for the TV show ‘Vor Ort’ at Science at the Institut d’Études Jung Chang’s biography Empress platform for communication
RBB, editor-in-chief at the ‘Oranien- Politiques de Bordeaux. She also Dowager Cixi: The Concubine Who experts of the ESI-funds of
burger Generalanzeiger’, and since holds a Master’s degree in Commu- Launched Modern China was DG-Regio.
1999 as a parliamentary corre- nication from McGill University. published in October 2013.
spondent for ‘Tagesspiegel’.
DEBEY Brigitte
BRENNAN Derville CHAVES Luis Ms Debey is a carer and passionate
BELLI Laura Ms Brennan is the Research and Mr Chaves has a degree in learner. At 59, she went back to
Ms Belli was born in Mexico and has Communications Officer with the Agricultural Engineering (specialis- school, training to become a quali-
a Master’s degree in economics and Southern and Eastern Regional ing in tropical agronomy) from the fied healthcare assistant. As she
finance and has worked on the Assembly and represents the Agronomical Institute of Lisbon. turned 60 and reached retirement
‘Better Life Index’ since its first Assembly on DG Regio’s INFORM Since 2002 he has been the age, her job seeker benefits came
edition in 2011. She is involved in and Evaluation Network. She has Coordinator of Minha Terra to an abrupt end. This is where the
different kinds of data visualisation over eleven years’ of experience (Portuguese Federation of Local European Social Fund came in.
at the OECD with data quality managing European Structural Development Associations)
control as her daily work. Funds programmes. Her previous responsible for the coordination of
roles include project management training projects, communication
of community-based tourism and animation within the network
projects. Ms Brennan holds of local development associa-
a Graduateship in Marketing (MII) tions. Previously, he participated
and a MBS Government from in networking and rural develop-
University College Cork. ment projects in Portugal and
southern countries.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
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DEFFAA Walter EGUILOR ARRANZ Patricia FISCHER Dorothee FORNARA Orsola
Mr Deffaa studied Economics at Ms Eguilior was born in 1959 in Ms Fischer is an expert in European Ms Fornara has been a researcher
the Universities of Tübingen and Cordoba, Spain. She has a degree in affairs and communications. In her since 1996 at Isfol, a public
TU Berlin. With a PhD in Economics Economics and has been working in current position as Communication institute for vocational training and
(University of Stuttgart-Hohen- the regional Government since and Project Development Officer labour market. Since 2005 she has
heim), he has been working at the 1984. In 1996, she started working within the European programme been working for the Ministry of
European Commission since 1983. with the Directorate General of INTERACT she launched the Labour, where she has gained
In February 2012 he became European Funds and Planning. From European Cooperation Day experience in institutional commu-
Director General for Regional and 2009 Ms Eguilior has been General Campaign, showcasing the results nication, mainly related to ESF.
Urban Policy. He previously served Director of European Funds and of Territorial Cooperation across She is coordinating the national ESF
as Director General for Taxation Planning for the Regional Ministry of Europe and its external borders. communication network and
and Customs Union (2009-2012) Economics, Innovation, Science and Before that, she was running the represents Italy in the INIO network.
and the Internal Audit Service Employment. Strasbourg Office of the European Her professional experience
(2004-2009), and was Finance NGO Association of Local Democ- includes research about gender
Director in the Regional Policy DG racy Agencies in Strasbourg. She is inclusive language.
(2003-2004), among other also involved in various audio-visual
positions. He was a visiting and cultural projects, and works as
Professor at the College of Europe a freelance journalist.
in Bruges (1999-2009) and has
published many articles on the EC
budget and audit..
EMERECIANO Paulo
Mr Emerenciano currently
coordinates communications at FRATICELLI Maria Rosaria
IFDR, a public institute that Ms Fraticelli has a degree in Political
manages the ERDF and Cohesion Science and a Master’s in Institu-
Fund applications at national level FISCHER Peter tional and Public Communication.
in Portugal. With a degree in Mr Fischer has been working in She was formerly the head of the
media and a Master’s degree in different fields of Cohesion policy public relation office of Agenzia per
DE LUCA Simona sociology, has has worked as communications for more than l’impiego dell’Umbria. She currently
Ms De Luca is a member of the communications officer in state 6 years. He co-ordinates a Europe- works for the regional Government
Evaluation Unit, Italian Department services, as adviser in communi- wide network of ERDF and Cohesion of Umbria where she plans ESF
for Development and Economic cations agencies, and as a jour- Fund communication officers communication interventions, often
Cohesion. She works on applied nalist in several Portuguese media (INFORM) with which he has closely in the form of unconventional
research methodologies supporting collaborated in preparing the multi-media campaigns, as well as
qualitative and quantitative Cohesion policy communication ‘enterprise and job’ institutional
analyses to evaluate public rules for the period 2014-2020. website strategies..
investments. She is a team While studying international
manager of the OpenCoesione relations in Konstanz and Warsaw,
initiative, a web platform with open Peter worked as a freelance
data on all implemented projects journalist.
funded through the cohesion policy,
promoting both civic engagement ENGLISH Mark
and monitoring data quality. Mr English has been head of the
media section at the Commission’s
London Office since 2011. He was HERNANDEZ Aleyda
previously the Commission’s Ms Hernández has worked in the
spokesperson for research and European Parliament since 2004.
innovation and spokesperson on She joined DG Communication in
economic matters at the height of FISCHER Reinhard 2010 where she has the main
the financial crisis. Earlier Commis- Mr Fischer has a Master’s degree responsibility for inter-institutional
sion posts included member of the in Islamic Studies and from 1999 to relations. She has been closely
DETEMMERMAN Valerie Lisbon Strategy Task Force, 2008 was Neighbourhood Manager involved in defining the concept of
Working as a journalist, producer, communication officer in DG in Berlin. From 2008 to 2011 he the Parliament’s institutional
project manager, and video director, Internal Market and responsibility was Communications Manager for communication campaign for the
Ms Detemmerman has extensive for the European Year of Languages the URBACT Cohesion Network, and upcoming European Elections.
experience in the production of 2001. Mark has also been a UK civil since 2011 is an employee in the
institutional videos and multimedia servant, journalist and university Neighbourhood Management Unit.
products. She was recently in teacher in France.
charge of the production of
a successful video series for the
European Social Fund.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
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16 PROGRAMME
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Union. Shada continues to write on
EU foreign and security policy,
EU-Asia relations, and trade
and development issues for leading
Asian, European and international
publications.
HODSON Deirde KNEIFEL-HAVERKAMP Reiner ŁOKIĆ Izabella
Ms Hodson has been with the Mr Kneifel-Haverkamp is head of Ms Łokić is Head of the Technical
digital communications team of unit for EU economic and financial Assistance, Information and
the European Commission for five policies, EU funds coordination and Promotion Unit in the Podlaskie
years. She began user research internationalisation, responsible for Voivodeship Marchal Office –
and usability tests in the Commis- multi-fund communication the Managing Authority of the
sion in 2009. For three years she activities. He has served in various Regional Operational Programme
was responsible for the website KANDZIORA Boris positions in the Brandenburg for Podlaskie Voivodeship. Since
of the EU (europa.eu). She now Mr Kandziora is coordinating ESF government, as national seconded 2000, she has been working in
works in the project team which communication for the Commis- expert in DG REGIO and in the the public administration related
is in charge of rationalising and sion’s Directorate-General Employ- German diplomatic service. to European Union funds. Initially,
improving digital communication in ment, Social Affairs and Inclusion. she dealt with the PHARE and
the Commission. Before joining the He is also managing the European- INTERREG programmes and now
central communications depart- wide Informal Network of ESF her main responsibilities are the
ment, she worked at the Commis- Information Officers (INIO). With implementation of technical
sion’s department for employment a degree in public administration, assistance projects, information
and social affairs as a speechwriter he has been with the Commission and publicity.
and policy officer. since 1996, and for the past twelve
years has worked as a communica-
tion officer on different EU policies. LAISSY Ana Paula
Ms Laissy worked as a journalist in
Lisbon after studying in France and
Belgium. Since she joined the
European civil service in 1986 she
has held positions in the Information
and Culture DG, the Spokesperson’s MACNIVEN Sean
HOSEIN Hanson Service, was Cabinet member of the Mr MacNiven is fascinated by the
Mr Hosein is the Director of Commissioner Marcelino Oreja, and relationships between people, and
the University of Washington’s KLEIN Sean Head of Unit ‘Non-discrimination applies that fascination to his daily
Communication Leadership Mr Klein has 20 years’ experience and equal opportunities’. Since work in communications empow-
graduate programme in Seattle as a BBC journalist working in 2012 Ms Laissy has been Head ered by the web. His professional
and President of HRH Media. Europe, Africa and the US. For the of the Unit ‘Communication’ in the experience at SAP encompasses
He was the host of ‘Four Peaks’ last four years he was the BBC’s DG for Regional and Urban Policy. virtually every aspect of internal and
TV show, and author of ‘Storyteller Brussels Bureau Chief, managing external communications from exec-
Uprising: Trust and Persuasion in a team of 65 and steering the utive through to grassroots, from
the Digital Age.’ He is also an BBC’s editorial on EU issues. Sean static HTML to state-of-the-art
award-winning documentary now runs his own media consul- collaboration suites and social
filmmaker (‘Independent America,’ tancy. He speaks four languages media. Sean aims to foster mean-
‘Rising from Ruins’) and foreign and in his spare time is writing ingful dialogue with the collective,
correspondent (NBC, CBC News). a book on the Balkans. whether that collective be a corpo-
rate intranet, or the sum total of all
LOCKETT Tony connected humanity. He holds
Mr Lockett is a communication degrees in linguistics, and comput-
manager in the European Commis- ing and mathematical sciences.
sion’s DG for Regional and Urban
Policy. He returned recently from
a fellowship at the University of
Washington, where he had an
ISLAM Shada KLOM Andy opportunity to research and teach
Ms Islam is responsible for policy Mr Klom was educated at the about digital media and policy-
oversight of Friends of Europe’s University of Amsterdam (with making (including work on digital
initiatives, activities and publica- Master’s degrees in both Political storytelling). Tony’s involvement in
tions. Shada is the former Europe Science and European Studies). European Union affairs (working on MALLIA Antoine
correspondent for the Far Eastern In 1993 he joined the European a wide variety of different projects Mr Mallia is a Communications
Economic Review and the German Commission in Brussels where he both inside and outside the EU Officer at the European Commis-
News Service (DPA) and has worked for the EC’s External institutions) covers a period of more sion. He works in digital media at
previously worked at the European Relations department. From 2003 than 20 years. This varied experi- DG Employment and is a co-editor
Policy Centre. She is an experienced to 2004 he worked as an EU ence has convinced him of the of the EC‘s Social Media platforms.
moderator and speaker at European Fellow in the United States, from importance of collaboration for Before joining the European
and international conferences. 2005 as Head of the EC Office in achieving results. Tony enjoys Commission, he was Marketing
As a journalist, Shada also worked Wales, and since March 2012 as working on strategic communica- Director at GS1 (a global supply
extensively on issues related to Head of the EC Representation in tion, project management and chain standards organisation) and
different facets of the European the Netherlands. content development. Executive Director of e-Foundation
(providing MBA programmes withYou can also read
