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24 - 25 OctoberElite Park Gothenburg

An awesome tweet, hilarious video or cool product feature can put your brand on the map, but without innovative strategies that work for your target audience, your next PR, marketing or social media campaign will fizzle out fast.

Join byBrick Talks' inaugural event to learn growing trends and tactics from cuttingedge experts across industries, network with like-minded peers and be inspired to transform your communications to make your mark and boost your bottom line.

WHY SHOULD YOU ATTEND?
You will learn from top experts in the PR, marketing, social media, internal communication and more as well as participate in discussions and exercises, ask for answers to your biggest challenges and make connections that can put your next campaign into overdrive.

HOTTEST TRENDS
With an agenda that covers data science, social media best practices, technological innovations, content marketing takeaways, PR and media relations secrets, internal communication, measurement insights, sustainability and activism and more, you’ll see how far communications has evolved—and what you must do to be on the forefront of the next frontier.

ATTENDEE EXPERIENCES
Refresh your mind and jumpstart creativity while having fun. Along with hearing from amazing speakers, you’ll also enjoy delicious food, jump into networking with guided topics, get down at our cocktail party and enjoy the sights of Göteborg.

Our Speakers

Sofia Heuer
The Absolut Company

Sofia Heuer, director of global consumer insights and planning at The Absolut Company, is passionate about understanding consumer values and behaviors, so that everything they do is inspired by real and deep understanding and strong empathy for their consumers. Before joining The Absolut Company 6 years ago, she gained a broad experience from marketing, sales, shopper marketing, category management and consumer insights from working at Colgate-Palmolive and Johnson & Johnson. Sofia is currently focusing on how The Absolut Company can get even closer to their consumers and how to integrate consumer-centric activities in the company's daily work.

Caroline Perman
The Absolut Company

Caroline Perman is global marketing manager at The Absolut Company. She leads global marketing and strategy initiatives for Malibu spanning across 10 key markets worldwide. Her previous experience spans across various roles from business development to managing leading consumer brands as Barnängen and Absolut globally and in the Nordics. With a strong consumer focus, she is passionate about driving strategy and communication initiatives that connects and relates to consumers across continents.

Christian Cabau
Klarna

Christian Cabau is the marketing director for Klarna Sweden. He lives to create advertising that sparks conversations and stirs emotions. Coming from a broad marketing background, with experience from both the client and agency side, Christian has worked extensively within the Telco industry with carriers such as Telenor, Bredbandsbolaget and Glocalnet, as well as with hardware suppliers such as Apple, HTC and Sony. After years of being an overly engaged client, he decided to fully switch to the creative side and joined advertising agency DDB, where managed some of the agency's biggest accounts, including Samsung Nordics, Svenska Spel and Volkswagen. For two years he has been completely engulfed in transforming Klarna from "a rational payments provider to an emotional shopping experience.”

Brandi Boatner
IBM

Brandi Boatner is the social and influencer communications lead of global markets for IBM Corporate Communications in New York. She oversees a holistic digital ecosystem across platforms (including websites, blogs, social media sites and mobile devices) and people globally. Brandi’s responsibilities include developing and driving digital communications and content that supports the way IBM engages external audiences and enterprise IT professionals on topics such as hybrid cloud, enterprise mobility and business continuity. She is a former national president of the Public Relations Student Society of America (PRSSA) and is a social media co-chair for the PRSA Technology Section.

Fredrik Cederlöf
Collector Bank

Fredrik Cederlöf is the head of customer experience and analytics at Collector Bank, where he manages a team of user researchers, product analysts, visual & UX designers and UX-writers who are responsible for the bank's customer experience, customer touchpoints, collected insights and strategy throughout its products, services and channels. Fredrik has been in the digital industry since the late 90s in different roles and has helped several organizations to increase data awareness by utilizing data and communicating insights. He’s obsessed with constantly learning new techniques and ways of transforming data into actionable analytics with data storytelling.

Marita Wengelin
MAX Burgers

Marita Wengelin is the head of public relations and the press officer at MAX Burgers. She has a long background in the hospitality industry with experience of service management, marketing and communications. Marita believes in the power of value-driven communications and working at MAX, she is a part of the team behind the company’s praised sustainability work. Her responsibilities include corporate communications, marketing, PR and crisis communications. Marita holds a University diploma in tourism management, a diploma in journalism and a Bachelor’s degree in advertising and PR.

Evan Thomas
NA-KD

Evan Thomas is the head of social media at NA-KD.com, which only three years after launch has garnered 3 million followers on social media and serves 10 million monthly visitors. Originally from Los Angeles, Evan was previously a business development manager at Graphiq (acquired by Amazon), SEO Specialist at the Annenberg Foundation, and production coordinator in the TV & Film industry.

Maria Ljungbeck
Heineken

Maria Ljungbeck is the global communications lead at HEINEKEN, currently focused on rolling out a new digital HR transformation programme across all of HEINEKEN’s 70+ operating companies. In her role, Maria concentrates on creating seamless employee experiences and using technology to transform the digital HR landscape and bring the employee journey into the 21st century. Before joining HEINEKEN, Maria was the senior communications specialist at Booking.com, focusing on applying and adapting global and centralised communications plans into local realities. Prior to that role, Maria was the digital channels and engagement coordinator at Nissan Motor Corporation in Paris,  where she focused on launching a new internal mobile application across the European region. Maria holds a Master in Media & Communications from the University of London, SOAS and lives in Amsterdam.

Ebba Johannesson Källeskog
Liseberg

Ebba Johannesson Källeskog is head of commercial PR and the press officer at Liseberg. Together with the rest of the marketing team, she is responsible for launching news, securing engagement and strengthening the brand among a wide range of target audiences. She’s always looking to build engaging stories and content throughout all of the park’s seasons, products and sustainability initiatives and she manages relations with both news media as well as relevant influencers. Her career in PR started only two years ago, but her history at Liseberg dates back to 2010. Ebba's favorite ride is Helix, but her favorite event in the park is “Elvadansen” – the slow dance with free entry for Gothenburg’s seniors.

Kaisa Lipponen
Paulig Group

Kaisa Lipponen is the SVP of communications and sustainability at Paulig Groupwhich is a leading Northern European coffee and food company headquartered in Finland. In Sweden, Paulig is known for its Santa Maria and Risenta brands. Kaisa has a long career in building sustainable brands and leading transformational communications. She has been recognized in the Influence 100 list of the most influential in-house communicators by the Holmes Report. Kaisa is also a chair of ProCom, The Finnish Association of Communication Professionals.

Suzan Hourieh Lindberg
M - Volvo Car Mobility & The Social Few

Suzan Hourieh Lindberg is head of diversity management at M - Volvo Car Mobility and founder and CEO of Scandinavia's only data-based diversity management agency The Social Few. With a background of both statistics, communications and tech, Suzan is determined to spread data and insight driven knowledge in order to create awareness regarding the market and societal imperfections based on lack of diversity in perspectives. With that, she has developed methods such as inclusive infrastructure and perspective density measurement.

Christophe Eléhn
AstraZeneca

Christophe Eléhn is the global internal communications manager at AstraZeneca. He has ample experience within digital and internal communication and how to successfully build employee engagement in complex multi-cultural organizations. Christophe is today leading the employee engagement strategy and previously led the global deployment of Workplace by Facebook to 60,000 employees in 100 countries.

Angela Kristiansson
Tieto

Angela Kristiansson is head of inclusion, Sweden and global employee experience insights lead at Tieto, a leading Nordic software and services company, where she has been working for four years. Before that, she spent seven years as a consultant for Towers Watson in London and Frankfurt, helping blue chip companies across Europe to gear their corporate culture to create great workplaces where people and business thrive. Angela holds a Master of Communication from the London University of Arts and is a founding member of Sveriges Internationella Talanger.

Ulrika Stjernfelt
Blomsterlandet

Ulrika Stjernfelt is a social media manager and head of digital marketing and PR at Blomsterlandet. Her passion is to create content that gives "more than sales value." Coming from marketing background, with experience both from the client and agency side. Ulrika has also experience from strategic marketing as the member of the board at Vindico Group.

Marcus Bjärneroth
Garmin Nordic

Marcus Bjärneroth is the director of public/media relations for Garmin Nordic. He is responsible for building brand awareness and relationships around the company's products and initiatives, which includes press surrounding the Garmin Fitness Report 2019. An active PR, marketing, sales and business developer, Marcus is used to the fast pace and approaches it with a strong drive. He studied media, marketing, sales, procurement and psychology and in his role at Garmin, defines objectives and results as well as introduces and implements new initiatives in both qualitative and quantitative terms.  

Ryan Young
Talkwalker

Ryan Young is head of market at Talkwalker. He's an experienced communicator with a career spanning 15 years in telecommunications, with roles as an RF engineer, project manager and sales director. Ryan is an expert in applying data to measure marketing and PR effectiveness.

Sarah Martzloff
Hasselblad

Sarah Martzloff is the global social media manager at Hasselblad, a company whose cameras have captured some of the world’s most iconic images – including the first landing on the Moon and The Beatles’ Abbey Road album cover. She leads a global social media team delivering multi-channel content and inspiring social-first brand campaigns. Prior to Hasselblad, she worked agency-side in London and New York focused on brand strategy, brand identity and experience.

Bronius Rudnickas
Hasselblad

Bronius Rudnickas is the marketing manager at Hasselblad, a leader in medium format photography with a rich history that stretches from Gothenburg to the Moon as the camera that captured NASA's historical lunar landing. His previous experience in business development and product management within the company have been highly beneficial when it comes to executing suitable marketing strategies in the face of limited marketing resources while at same time preserving Hasselblad's global brand presence and world-leading position in the industry.

Sophie Linnusaar
Starbucks Sweden & Norway , Umoe Restaurants

Sophie Linnusaar is Starbucks’ brand manager in Norway and Sweden at UMOE Restaurants. Her career started at P&G as Nordic PR manager, where she was responsible for a variety of multi-million brands such as YES, Always and Ariel. Her love for fashion took her to Munich, Germany, as a PR manager for Sweden and Norway at an IT-fashion startup, but when Scandic called, she could not resist and moved home to become the PR and marketing manager and executive board member at Scandic Hotel's Haymarket. The hotel got several international nominations and won numerous awards on the Swedish market, such as Best Individual Hotel Sweden - Grand Travel Awards 2018.

Anna Eckerstein
Volvo Group Connected Solutions

Anna Eckerstein is the vice president of communication at the newly formed Volvo Group Connected Solutions. Volvo Group Connected Solutions develops connected services for all different business areas within the Volvo Group. Anna has a long experience in marketing and communication from both working abroad and from large industrial organizations in Sweden. Prior to her current position, Anna worked with Volvo Penta both as a brand manager and as strategy development manager.

Veronica Nyblom
Swedish Exhibition and Congress Centre and Gothia Towers

Veronica Nyblom is the PR & communication manager for The Swedish Exhibition & Congress Centre and Gothia Towers.

Camilla Myhre Sandberg
Miris

Camilla Myhre Sandberg is the CEO of Miris, a medtech company listed on the Swedish stockmarket. Miris provides technology to improve neonatal health to give preterm babies a better start in life. Camilla has a vast experience within life science and medtech, with proven success in the development and implementation of long and short-term marketing campaigns and sales strategies that achieve and exceed revenue growth and profitability targets. She is a driven and passionate leader that help build companies with strong visions and engaged team members with great understanding for customer’s needs. 

Sara Lindström
Mynewsdesk

Sara Lindström is the global Global PR manager at Mynewsdesk, driving PR initiatives across all markets. She is also leading one of the Marketing teams which is responsible for communications and brand. Sara is passionate about integrating PR as a crucial part of the marketing and communication mix to propel business. Before joining Mynewsdesk two and a half years ago, Sara worked with PR and communications in a number
of different companies and industries. Her career started as a communicator in a two-person startup, and transitioned into a Communicator for The Swedish National Council for Crime Prevention. She then moved towards driving PR and marketing initiatives for
National Geographic Channel.

Doris Kolem
SKF Group

Doris Kolem is the global marketing manager of Agriculture & Forestry, Marine Segments for SKF Group. She has many years of experience in implementing holistic communications and marketing strategies in the manufacturing industry, and in her current role in the Group Marketing Team at SKF Group, she focuses on rolling out effective global initiatives and activities into local markets. In contrast to a specialist within a certain area or vertical, Doris brings a holistic perception to marketing and PR campaigns, identifying and filling the most crucial elements for success. Prior to her current role, Doris gained intercultural skills and communications experiences in roles on both the agency and client sides.

Johanna Snickars
Ericsson

Johanna Snickars is the head of communications for Technologies & New Businesses at Ericsson and is an award-winning communications & PR professional and leader with more than 11 years of experience working as a PR consultant and in leading roles within communications & PR in finance, technology and other industries. Prior to Ericsson, Johanna was head of communications at Microsoft. She's been featured in magazines, newspapers, podcasts and appeared as a guest speaker and moderator at several conferences about communications and leadership. Since 2017, Johanna hosts the “Uppstickarna” podcast, that lifts female thought leaders. She has received several awards and recognitions, including being listed as one of Sweden's "101 Super Talents" (101 Supertalanger) 2018 by Veckans Affärer, the 2017 "Big Communicators Award" (Stora Kommunikatörspriset) for her leadership by the Swedish Association of Communicators, being listed as one of Ledarna's Top 50 "Future Female Leaders" (Framtidens Kvinnliga Ledare) in 2017 and 2018, and more.

Tina Lindahl
Skill X

Tina Lindahl is the founder and CEO of Skill X and is a leading social selling expert on LinkedIn helping companies increase sales, improve online visibility and establish more lucrative business networks by teaching them how to integrate storytelling and strategic networking in their daily business and company goals. Her approach has been to make B2B more like H2H, human-2-human, which involves creating a successful social selling strategy for her clients and help them understand how to build strong networks and relationships. With Tina’s creative approach and strategic experience, she works with a wide range of businesses, from solopreneurs to large corporations, helping them reach their goals faster through coaching-programs, workshops and lectures.

Celine Fierro
COO at Swadd

Celine Fierro is the COO of Swadd, a Martech startup that wants to solve the advertisers challenge where 50% of the Swedish population has a negative stance towards advertising. Swadd is a way for brands to get interactions from possible customers and have both sides meet under the same conditions, as the users of the Swadd app get reimbursed for different tasks. Celine is an entrepreneur and investor who previously had leading roles at Schibsted and Urb-it.

Hanna Lindquist
Trine

Hanna Lindquist is the communications and customer growth manager at TRINE, an impact fin-tech startup with the vision to eliminate energy poverty. She joined TRINE in October 2015 when the startup was about to launch its first loan, and works with growing the company's investor base, PR and brand strategy, partnerships and investor relations. Hanna has a background from working within civil society and politics with brand development, community building and influencing public opinion. 

Beki Winchel
Moderator

Beki Winchel is an event producer, freelance journalist and PR/social media pro. Her articles have been featured in publications including PR Daily and Entrepreneur, and she has managed strategic programming for events hosted by Disney Parks, Intel, Facebook, PayPal, Microsoft, KPMG, Amazon and more. Beki took the No. 1 spot on Onalytica's PR 2015: Top 100 Influencers & Brands list and her recommendation appears on the back cover of 2016's The Associated Press Stylebook.

Annsi Krol
byBrick Insight, Moderator

Ann-Sofie Krol is the CEO at byBrick Insight and carries a vast experience within strategic communication, measurement and analysis and building brands on a global scale. Ann-sofie, or Annsi as most know her, is also on the board of directors for AMEC, The international Association of Measurement and Evaluation of Communication.


Breakfast & Registration

After you check in, enjoy a light breakfast spread as you network with industry peers and prepare for a day full of insightful discussions and presentations. 

Networking Hall 60min

Welcome Remarks and Announcements

As we welcome you to the first day of our event, we'll share what to expect, information to remember and activities and presentations to look forward to.

15min

Opening keynote: How to take risks and break standards in a traditional industry

Today's consumers are becoming increasingly elusive. Advertising fatigue is widespread, interest in anything other than lifestyle-related brands is low and consumers spends more time than ever in entertainment platforms—far from the reach of ads. So, how do you stand out, arouse interest and create a brand that customers actually want to interact with—for real?

Join us for an opening keynote that questions the limits of marketing and brings smoooth ideas to the table. Christian Cabau, director of marketing at Klarna, will show you how daring you can be and how far you can push the envelope in an industry that has long focused on responsibility and security. Glean inspiration as he shares the company’s brand journey and how they tackled these challenges to be Sweden’s online market leader and a fintech brand making waves throughout Europe.

Main Stage 45min

How Gen Z is changing the digital marketing and social media playbook

As Gen Z consumers (those born between 1996 and 2011) is coming of age, companies are battling to capture their purchasing power. This age cohort, which accounts for roughly 25% of the global population, is not enamored by established brands or celebrities. To appeal to the generation that was born with a screen in-hand, marketers must be transparent, authentic and communicate their company's values. Social media is the perfect channel to do this. Evan Thomas, head of social media for NA-KD, will reveal insights and lessons learned from the brand’s skyrocketing online following, traffic and revenue, thanks to social media success—along with how to best cater to your fans and followers and stay ahead of the social media curve. 

Takeaways:

  • How Gen Z differs from Millennials
  • How and why social media is going to radically change
  • How to stay relevant on social media in 2020
  • New and upcoming social media platforms
  • What's next for Instagram and Facebook
Main Stage 30min

The changing face of branding: Swaying perceptions with neuropsychology and more

Sophie Linnusaar, Starbucks' brand manager in Norway and Sweden at UMOE Restaurants, will share her experiences and lessons learned from an award-winning initiative that started as a project manager for the commercial elements for the opening of the first-ever Scandic signature hotel, Haymarket by Scandic--and ended with a PR and marketing manager role and seat on the executive board. 

Takeaways: 

  • How to change perceptions, especially when contrasting new and existing brands
  • Ways to collaborate with influencers
  • Ideas for taking risks and standing out by being different
  • How to base marketing campaigns and branding efforts on neuropsychology
Main Stage 30min

Finding, crafting and distributing picture-perfect stories to drive communications

In a sea of endless content choices, it’s only content that stands out which will attract consumers’ eyes and reporters’ interest. Sarah Martzloff, global social media manager, and Bronius Rudnickas, marketing manager at Hasselblad, will share some of the fascinating ways they use engaging content in their online marketing efforts as well as share tips for making product campaigns more compelling.

Takeaways:

  • Ways to work with brand ambassadors so they'll leverage the brand's core characteristics
  • Tips for creating content that strikes audiences’ emotions
  • Secrets for finding stories people want to read, view and share
Main Stage 30min

Lunch

Enjoy a lunch spread as your network with industry peers and participate in activities. 

Networking Hall 60min

Q&A with Marcus Bjärneroth, Garmin Nordic

Marcus Bjärneroth, director of public and media relations for Garmin Nordic, will answer questions about technology, data and storytelling along with sharing results from the Garmin Fitness Report 2019 and ways he's used it to grab headlines, build brand buzz and more.

Main Stage 30min

Panel: Meet the changing media and digital landscapes with outstanding communications strategies

The task of communicators is to grab buzz for their businesses, whether it’s through PR pros securing media coverage and interviews or social media experts sparking online engagements and viral threads. Yesterday’s way of thinking and old strategies no longer cut it in a media landscape where consumers are bombarded with messages and oversaturated with content. Instead, you must look at new ways of thinking to stand out and tell your brand’s story. In this panel featuring Veronica Nyblom, PR and communication manager for The Swedish Exhibition & Congress Centre and Gothia Towers; Tina Lindahl, founder and CEO of Skill XUlrika Stjernfelt, social media manager at Blomsterlandet; and Ebba Johannesson Källeskog, head of PR at Liseberg, you’ll learn how to grab attention and move the needle for your organization using current best practices, content, technologies and more.

Takeaways:

  • How to embrace hot and new trends in PR, marketing and social media, no matter your organization nor industry
  • Ways you can adjust your thinking—and skill set—to meet the growing demands of communicators and changes within the PR and marketing industries
  • Tips for using technology to better understand your core audience and break through the noise
  • Ways for getting heard, despite a crowded (and quickly changing) media landscape
Main Stage 45min

Fireside: How PR pros can meet the changing face of media relations

Join Sara Lindström, global PR manager at Mynewsdesk, and Ann-Sofie Krol, CEO and partner at byBrick Insight, for a fireside discussion about how the media  landscape has shifted in the last several years and how savvy communicators are adapting their media relations strategies and pitches to meet these changes head on and grab headlines amid shrinking newsrooms and a fight for consumers' attention. 

Main Stage 20min

Fika & Networking Break

Continue the conversation with attendees and speakers as you enjoy a selection of sweets, snacks and coffee. You'll also get a chance to interact with our booths and activities before diving back into presentations. 

Networking Area 30min

Fireside: The pivotal impact of diversity, inclusion and culture

Diversity and inclusion efforts aren’t just a nice thing to have in today’s increasingly global and diverse markets and campaigns. Instead, leading with values and highlighting diversity and inclusion through messages, strategies, campaigns, recruitment, workplace culture and more are crucial to your organization’s success. Foregoing these initiatives can bring devastating consequences, too—including PR crises, increased turnover and tarnished brand reputation. In this fireside chat, Angela Kristiansson, global EX insights manager and head of inclusion, at Tieto, and Suzan Hourieh Lindberg, head of diversity management and brand partnerships at Volvo Car Mobility and CEO of The Social Few, will discuss the importance of these aims along with what the future is bringing to integrate them into your organization’s brand and mission.

Takeaways:

How to use data to approach and solve diversity and inclusion challenges

Ways to increase accountability and get your entire organization involved

The crises that can result as a lack of diversity—and how you can avoid them

Steps for building crucial relationships and partnerships for greater diversity and inclusion aims

Main Stage 40min

The crucial role of internal communications and employee engagement

Employees are your organization’s biggest asset and not only accomplish business goals—they also are the biggest sources of your company’s stories and can greatly affect brand reputation and advocacy. Maria Jungbeck, global communications lead at Heineken, will share ways the company is digitizing its HR and how internal communications has gone from being the “backdoor” associate to a front-and-center communications functions that informs strategies, campaigns and more.

Takeaways:

  • Ways you can creatively engage with your workforce
  • Tips for click-worthy content tailored to employees across departments, functions and channels
  • Secrets for reaching a dispersed workforce
  • How to make internal communications a top priority and gain leadership buy-in
Main Stage 30min

Closing keynote: Armed with data, take your communications campaigns—and career—by the horns

Whether you’re looking to stand out in a crowded social media landscape or are aiming to make your corporate, executive and PR content more powerful, analytics can provide the answers. More importantly, communicators can achieve outstanding efforts and rack up career kudos by understanding what the metrics say about audiences and other stakeholders—and how to push back on requests to “go viral.”

Join us for a closing keynote that will empower you to take what you’ve learned to earn your seat at the table as an expert and leader. Brandi Boatner, social and influencer communications lead for global markets for IBM’s IBM Corporate Communications in New York, will share the secrets of arming yourself with data, audience insights and powerful online measurement tools to accomplish business goals and achieve provable ROI. 

Main Stage 45min

Cocktail Reception

Join us for drinks and tasty hors d'oeuvres as you continue to make connections and discuss ideas at the close of our first day of presentations. 

Networking Hall 60min

Networking Dinners

You'll have the opportunity to join several dinners at restaurants around Gothenburg  to converse with industry peers, one or our speakers will host each table. More information coming soon. 

90min


Breakfast & Networking

Join us for a breakfast spread as you prepare for another day of insightful presentations, fireside discussions, panels and more. 

Networking Area 60min

Opening Remarks and Announcements

As we welcome you back for our second and final day of insights and networking, we'll share a few favorite takeaways and remind you about important information. 

40min

Opening keynote: Using data to enhance the customer experience

Cast aside the old view of customers as transactions, because today's consumer craves outstanding and efficient interactions with the brands to which they pledge loyalty. By 2020, customer experience will overtake price and product as the key brand differentiator for brands, so if you don't have a good understanding of consumer behavior and needs, it's time to start. It's not just good enough having all customer touchpoints up and running, either. You have to surpass expectations. 

Fredrik Cederlöf, head of customer experience and analytics at Collector Bank, will guide you through their work with end-to-end customer journeys as a strategic tool for ongoing improvements and how his team harvest data and turn it into actionable insights supporting the product, the business and marketing team. 

Main Stage 45min

From media relations to crisis response: How taking a stand strengthens reputation

MAX isn’t just known for its burgers and other menu items—the chain has taken a stand on climate change with its sustainability efforts and leans into its values throughout its business and communications efforts. But by taking a stand and by being a pioneer in many areas the company meets multifaceted opinions and questions. Marita Wengelin, head of public relations for MAX Burgers, will share how the chain has approached crisis situations, along with how grounded values helps to mitigate risk and be prepared for backlash before your reputation takes a hit.

Takeaways:

  • How to be open-minded and prepared for PR crises — no matter your industry or organization
  • Tips for responding to crisis situations and increasing transparency while protecting your reputation
  • How taking a stand on current issues and trends can boost your brand, media coverage, reputation and more

Main Stage 30min

Fireside: Boosting brands through sustainability and corporate social responsibility

No matter your organization nor industry, more and more consumers and other stakeholders and pushing brands to affect positive environmental change and take a stand on issues such as climate change and other social issues. However, sustainability and other corporate social responsibility initiatives have only just begun once your organization sets goals: Communicators must then carry the torch and highlight those efforts to underline company stories, boost branding and media relations efforts, and build stronger and more lasting relationships. In this fireside chat, Kaisa Lipponen, SVP of communications and sustainability at Paulig GroupMarita Wengelin, head of public relations for MAX Burgers, and Hanna Lindquistcommunications and customer growth manager at TRINEwill discuss the crucial nature of sustainability efforts, along with how best to relay organizations’ values within storytelling, branding and other communications efforts.

Takeaways:

  • Ways to best communicate CSR and sustainability initiatives in ways that drive conversation
  • How to develop clear value statements and stances to effectively tell your organization’s vision both internally and externally
  • Ways to work with reporters, influencers and stakeholders to add credibility to your initiatives and messages
  • How to increase transparency and authenticity when discussing CSR and sustainability efforts

Main Stage 40min

Lunch

Enjoy a lunch spread as your network with industry peers and participate in activities. 

Networking Hall 60min

Q&A with Brandi Boatner, IBM

Brandi Boatner, social and influencer communications lead of global markets for IBM Corporate Communications in New York, will answer questions about artificial intelligence and data, along with sharing the ways IBM is using data and AI to forward business initiatives and more.  

Main Stage 30min

Panel: Communicating in the age of innovation

In today’s quickly moving business landscape, new technologies, developments and innovation are producing many new opportunities, products and resources. At the center of their successes lies communicators that can harness these innovations, along with storytelling, to effectively reach and inspire the most important audiences. Knowing how to tailor communications to different stakeholders across platforms, channels and purposes requires more than a communicator who knows about business: It takes a business-minded communicator who is savvy with PR and marketing. In this panel, you’ll learn from experts including Anna Eckerstein, vice president of communication at Volvo Group Connected Solutions, Camilla Myhre Sandberg, CEO of Miris, Celine Fierro, COO of Swadd, and Marcus Bjärneroth, director of public/media relations at Garmin Nordicabout how communicators can take charge in the fast-paced world of innovation hubs, startups and more.

Takeaways:

  • How to develop your messages for specific audiences throughout stages of the business and your product/service
  • Ways to get executives and colleagues to understand the role PR, marketing and other communications play in business success
  • Secrets for becoming a trusted expert who is sought for advice when business decisions and strategic moves are made
  • How to gain leadership skills and business acumen to heighten your communications expertise, whether at a startup or established organization that innovates
Main Stage 45min

Harnessing internal social media and digital for greater collaboration and employee involvement

Effective internal social media strategies can give you insight into employee behavior and needs, provide stories and content for external digital media efforts, and encourage greater involvement (not just engagement) across functions, departments and offices. The key is measuring efforts and implementing insights—along with employee feedback—from the beginning. Christophe Eléhn, global internal communications manager at AstraZeneca, will share how they turned their company into a community within a few months and the powerful ways digital boosted internal communications, collaboration and more.

Takeaways:

Tips for internal social media strategies that involve employees in your organization’s projects and decisions, as well as its mission and vision 

Ways to leverage data and digital to inform and tailor internal content and employee discussions

How to tear down silos and focus on bringing employees together, across departments and titles

Ideas for harvesting employee collaboration and activity for external branding and content efforts

Main Stage 30min

Why and how social listening is communicators' secret weapon

The sheer mass of data coming from social media content and conversations can be staggering, but communicators must find ways to pull insights and next steps from the mass of numbers. Ryan Young, head of market for Talkwalker, will show you how the 3.48 billion social media users are consumers within your reach, if you can use social intelligence to understand them. 

Takeaways: 

  • How to find potential consumers and brand ambassadors among the staggering numbers of online interactions
  • Ways to understand what your audience seeks from brand interactions and beyond
  • Tips for being part of active online conversations without being annoying 
  • How to redefine your brand through social data and get others in your organization on board with data-defined strategies and campaigns 

Main Stage 20min

Fika & Networking Break

Continue the conversation with attendees and speakers as you enjoy a selection of sweets, snacks and coffee. You'll also get a chance to interact with our booths and activities before diving back into presentations. 

Networking Area 30min

Catering communications efforts to global teams and audiences

Creating and implementing global strategies that also support local teams demands keen insights. Communicators must understand their organization's customers and the market on local level, as well as grasp the local teams' processes and impacting factors (such as company culture). However, a clear understanding of your brand vision, along with your organization's mission and values, is crucial to ensure that both local and global marketing and communications work in harmony to deliver customers coherent brand experiences. Doris Kolem, global marketing manager of Agriculture & Forestry, Marine Segments at SKF Group, will talk about how to accomplish this in a world of endless consumer touchpoints that can vary widely between countries and industries.

Takeaways:

  • The importance of understanding your audience--and the challenge of catering to individuals vs. target groups
  • Ways to use data to validate “known truths” and find gaps
  • Steps to create a strategy that supports organizational processes and teams on a global scale
  • Why collaboration over departments brings value and creative solutions
Main Stage 20min

Corporate communications in the age of innovation and transformation

In a quickly moving corporate landscape that’s become increasingly more affected by digital media and innovations with both business efforts and communications, it’s more important than ever to ensure you can properly share your company’s value propositions and bolster its reputation. The task becomes more of a challenge (and even more crucial) when your company has to pivot in response to new technologies and stakeholder behaviors. Johanna Snickars, head of communications for Technologies & New Businesses at Ericsson, will share growing corporate communications trends and how both innovation and change management have become crucial considerations for communicators when sharing your organization’s mission and key messages.

Takeaways:

  • Ways to maneuver change and effectively communicate corporate transformations
  • Tips for corporate branding that strengthens reputation and boosts the bottom line
  • How to harness innovation in both your messaging and corporate communications strategies
  • Ways to get executives involved in corporate branding and engagement initiatives

Main Stage 30min

Closing Remarks & Winner Announcement

We'll share announcements, along with the winners of our drawing and ways to continue conversations and networking.

Main Stage 10min

Closing keynote: Influencer marketing in an insights economy

In a digital landscape where consumers are bombarded with messages and content, it’s more important than ever to find innovative ways to reach them and keep them hooked before the next trend takes away their attention. That requires a keen understanding of who they are, where they reside online and how their behaviors can dictate your interactions. Enter: insights and influencers. With flourishing communities and the ability to make your brand more authentic than even the best marketing pitch, it’s crucial now to find and work with content creators across platforms to help deliver your messages. Paired with consumer insights and social listening metrics, you can find both your passionate brand advocates and the influencers who most align with your brand voice and values. 

Caroline Perman, global marketing manager, and Sofia Heuer, director of global consumer insights and planning for The Absolut Company, will show how to create excitement around campaigns that both aligns with your brand’s most important messages and goals as well as effectively reaches the next generation of consumers including Gen Z. They'll share how the brand clinched a finalist spot in the 2019 Shorty Awards and grabbed engagement and interest online through the influencer-led campaign “Malibu Games,” along with ways you can fuel your campaigns with consumer insights and takeaways for engaging new audiences with your brand.

Main Stage 45min

Elite Park Avenue Hotel
Kungsportavenyen 36
Göteborg, Sweden

As one of Göteborg’s largest conference hotels, the Elite Park Avenue combines elegance with inspiration. You’ll enjoy a large conference space with plenty of places to mingle and enjoy coffee, a prized buffet lunch and fika while enjoying walls featuring works from Swedish artists Evert Taube and Ragnar Sandberg.

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