8TH WORLD PUBLIC RELATIONS FORUM

AGENDA

Palacio Municipal de Congresos de MadridAvda. de la Capital de España, s/n28042 Madrid (Spain)

Sunday, September 21st Monday, September 22nd Tuesday, September 23rd

8:30 Registrations

9:00 InaugurationSala Madrid

ENG/SPA

Anne GregoryUK

Global AlliancePresident

Samuel Martín-BarberoSpain

DircomChair of AcademicDevelopment. Associate Dean,IE Business School

Spain /

Karen SandersUK

IESE / CEUDirector of the ResearchColloquium

9:15 What can professionals andscholars learn from oneother?Sala Madrid

ENG/SPA

Juan Carlos MolledaVenezuela

University of FloridaProfessor and Chair,Department of Public Relations

ChairRicardo Gómez Díez

Spain

CEU-San Pablo UniversityAssistant Lecturer

10:15/11:45

10:15/11:45ENGCONSCIOUSNESS AND SELF-AWARENESS: RESPONSIBLE COMMUNICATION AND CONVERSATIONS

Sala Paris

“A Jungian Conscience: self-awareness for PR practitioners.”Fawkes, Johanna. Charles Sturt University, Australia

“The unethical consequences of professional communication codes of ethics: a postmodern analysis of ethical decision-making incommunication practice.”Holtzhausen, Derina. Oklahoma State University, USA

“Becoming one of us: A genealogical analysis of public relations internship in Singapore.”Lee, Mary. National University of Singapore, Singapore

“Knowledge, competencies and self-awareness in public affairs: A UK pilot study and methodological approach.”Roberts-Bowman, Sarah. London College of Communication, University of the Arts, London, UK

10:15/11:45SPACONSCIENCIA Y AUTO PERCEPCIÓN: COMUNICACIÓN RESPONSABLE Y CONVERSACIONES

Sala Londres

Moderador: Julio Cerviño, Universidad Carlos III de Madrid. Spain

“Homo Relatio: Una nueva perspectiva para la co-construcción de estrategias de comunicación”Herrera Echenique, Raúl. FISEC Chile. Capítulo chileno del Foro Iberoamericano sobre Estrategias de ComunicaciónBendezú Untiveros, Raúl. FISEC Chile, Chile

“¿Reinventando la rueda? Una mirada crítica acerca del diálogo y el compromiso”Gutiérrez-García, Elena. Universidad de Navarra, EspañaRecalde, Mónica. Universidad de Navarra, EspañaPiñera-Camacho, Alejandra. Universidad de Navarra, España

“Comunicación e individuación en las organizaciones”Gil Congote, Lina Marcela. Universidad de Antioquia, Universidad EAFIT, Colombia

“Seis niveles de interés ético para construir Reputación Corporativa”Carreño Díaz, Lorena. CICOM, México

Research Colloquium

Parallel panels

10:15/11:45SPAMESA REDONDA DE INVESTIGADORES

Sala Roma

Moderador: María Sánchez-Valle, Universidad CEU San Pablo. Madrid. Spain

“La NTE desde abajo: prácticas comunicativas en el movimiento estudiantil chileno”Egaña, Anamaría. Universidad de Santiago de Chile, ChileAvendaño, Claudio. Universidad de Santiago de Chile, Chile

“Gestión de Riesgo Comunicacional”Coppola, Gustavo German. Consejo Profesional de Relaciones Públicas de la República Argentina. Coppola y Asociados. Universidad dePalermo, Argentina

“¿Cómo pueden las organizaciones conectar con los grupos de interés, a través de las palabras-alma?”Sánchez Pérez, Carlos Manuel. Centro Universitario Villanueva, Universidad Complutense, España

“Comunicación estratégica: diálogo y conciencia”Salazar, J.A. Universidad Sergio Arboleda, Colombia

“Herramientas de acción comunicativa”Pedro Maria Etxaniz. Lizarra Ikastola. Spain

10:15/11:45

ENG

RESTORING TRUST IN ORGANIZATIONS: LEADERSHIP, CONFIDENCE, CONVERSATION, ARTICULATION, CONNECTIVITY,SIGNIFICANCE AND REPUTATION

Sala Madrid

Chair: Marianne Sison, RMIT University, Melbourne. Australia

“Transparent Communicative Organization and Hybrid Content.”Taiminen, Kimmo. University of Jyväskylä, FinlandTolvanen, Kristiina. University of Jyväskylä, FinlandLuoma-aho, Vilma. University of Jyväskylä, Finland

“The Communication Gap in CSR between companies and social organisations.”Mazo Salmerón, Elena. CEU San Pablo University, Spain

“Mind the gap: government communication strategies and citizens’ perceptions of Spanish local governments.”Sanders, Karen. CEU San Pablo University, SpainCanel, María José. Complutense University, Spain

“Changing conversation and dialogue through LeadSA: An example of PR activism.”Benecke, Dalien Rene. University of Johannesburg, South AfricaOksiutycz, Anna. University of Johannesburg, South Africa

“Online Political Public Relations and Trust: Differential Source and Interactivity Effects in the 2012 Presidential Campaign.”Painter, David Lynn. Full Sail University, USA

10:15/11:45ENGRESEARCH ROUNDTABLE "A"

Sala Monaco

Chair: Ricardo Gómez Diez, Universidad CEU San Pablo. Madrid. Spain

“Dos and don'ts to stimulate creativity in communication and public relations agencies and consultancies.”Estanyol Casals, Elisenda. Universitat Oberta de Catalunya, Spain

“SME Leaders and Sustainability: deliberative engagement processes and techniques. Preliminary Findings.”Frandsen, Finn. Centre for Corporate Communication, School of Business and Social Sciences, Aarhus University, DenmarkJohansen, Winni. Centre for Corporate Communication, School of Business and Social Sciences, Aarhus University, Denmark

“The Impact of Emotional Intelligence on Organizational Commitment and Improve the Performance of Public Relationship staff.”Nazari, Mina.Tabriz. Electric Distribution Company, IranSeyed Reza. Naghibulsadat. Allameh Tabatabai University, Tehran, Iran

“A revision of communication strategies for effective disaster risk reduction: A case study of the South Durban Basin of KwaZuluNatal, South Africa.”Rampersad, Renitha. Durban University of Technology, South AfricaSkinner, Chris. Durban University of Technology, South Africa

“Corporate legitimacy through CSR-disclosure: How much is too much? How little is too little?”Bachmann, Philippe. University of Fribourg. SwitzerlandLingenhoff, Diana. University of Fribourg. Switzerland

11:45/12:15 Coffee break

12:15/13:15 Plenary SessionCommunication withconscienceSala Madrid

ENG/SPA

Ray HiebertUSA

University of MarylandEmeritus Professor

Robert HeathUSA

Houston UniversityEmeritus Professor ofCommunication

ChairGregor Halff

Singapore

Global AllianceChair-Elect

13:15/15:30 Lunch

15:00/16:30

15:00/16:30

ESP

RESTAURAR LA CONFIANZA EN LAS ORGANIZACIONES: LIDERAZGO, CONFIANZA, CONVERSACIÓN, ARTICULACIÓN,CONECTIVIDAD, SIGNIFICACIÓN Y REPUTACIÓN

Sala Paris

Moderadora: María José Canel. Universidad Complutense de Madrid, España

“El pensamiento de medios sociales (Social Media Thinking) principio básico para la construcción de un modelo de SocialBusiness”Frías, Avelina. Universidad Complutense, España

“La comunicación de las organizaciones científicas en la prensa española”García Nieto, Mª Teresa. Universidad Complutense, EspañaViñarás Abad, Mónica. Universidad CEU San Pablo, EspañaPadilla Castilla, Graciela.Semova, Dimitria.García Agustín, Julia.Requeijo Rey, Paula.

“Usos de la comunicación digital sanitaria entre los mayores: confianza y empoderamiento”Sánchez-Valle, María. Universidad CEU San Pablo, EspañaSanders, Karen. Universidad CEU San Pablo, EspañaViñarás Abad, Mónica. Universidad CEU San Pablo, EspañaLlorente Barroso, Carmen. Universidad CEU San Pablo, España

15:00/16:30INGDEVELOPING CONVERSATIONS IN A GLOBALIZED WORLD

Sala Madrid

Chair: Juan Carlos Molleda. University of Florida

“Communicating Catalan Culture in a Global Society.”Johnson, Melissa. North Carolina State University, Raleigh, NC, USACester Vidal, Xavier. Catalan Institute for the Cultural Companies (ICEC), Barcelona, Catalunya, Spain

“Global public relations and communication management: A European perspective.”Verčič, Dejan. University of Ljubljana, SloveniaZerfass, Ansgar. University of Leipzig, Germany & BI Norwegian Business School, Oslo, NorwayWiesenberg, Markus. University of Leipzig, Germany

“Globalising the academic self.”Sison, Marianne. RMIT University, Melbourne, AustraliaGregory, Anne. University of Huddersfield, UK

“Arts and strategic communication in Spanish and Italian corporations: from sponsorship to cultural responsibility.”Herranz de la Casa, José María. Universidad de Castilla-La Mancha, SpainMartino, Valentina. Sapienza University of Rome, Italy

15:00/16:30INGTHE ROLE OF PUBLIC RELATIONS IN SOCIETY

Sala Londres

Chair: Elena Gutiérrez-García. Universidad de Navarra. España

“What is public relations to society? Toward an economically informed understanding of public relations”Halff, Gregor. Singapore Management University & European School of Management and Technology, SingaporeGregory, Anne. University of Huddersfield, UK

“Model evaluation and measurement in Public Relations.”Pazito Brandão, Elizabeth. CONFERP (Conselho Federal de Profissionais de Relações Públicas), BrazilMello, Rachel. FSB Comunicações, Brazil. OK

“Examining the practice of Corporate Social Responsibility (CSR) in Sub-Saharan Africa.”Rampersad, Renitha. Durban University of Technology, South AfricaSkinner, Chris. Durban University of Technology, South Africa

“Grounded theory for theory-building in Public Relations: Nation building as Negotiating Identities Among At-risk Youth.”Lee, Mary. National University of Singapore, Singapore

“Multinational corporations’ role in developing Vietnam’s public relations industry through Corporate Social Responsibility”Bilowol, Jade. RMIT University, Melbourne, AustraliaDoan, M.A. RMIT University, Melbourne, Australia

15:00/16:30INGRESEARCH ROUNDTABLE "B"

Sala Roma

Chair: Judy VanSlyke Turk, Virginia Commonwealth University, USA

“Corporate Social Responsibility in Abu Dhabi: A policy framework.”Al Zaabi, Nouf. Zayed University, Abu Dhabi, United Arab EmiratesAl Fahim, Ayesha. Zayed University, Abu Dhabi, United Arab EmiratesHumaid, Safiya. Zayed University, Abu Dhabi, United Arab Emirates

“Access and effective management of communication management systems essential to stakeholder relations.”Jario, Talitha. PRISA, Namibia

“Restoring trust in organisations through stakeholder engagement in a disaster.”Sheehan, Mark. Deakin University, AustraliaOppi, Biaggio. Deakin University, Australia

“Responsible Communication: Reaching the Impossible? Understanding Aporetic Structures of Public Relations throughSelf-awareness”Tsetsura, Katerina. University of Oklahoma. United States Of America

Parallel panels

16:30/17:00 Coffee break

17:00/18:00 ClosingCorporate and SocialConsciousness in PublicRelationsSala Madrid

ENG/SPA

Sandra DuhéUSA

Southern MethodistUniversityChair of the Division ofCommunication Studies

ChairJudy VanSlyke Turk

USA

Global Alliance

18:15/19:15 Commission on PublicRelations EducationFocus Group for Educatorsand Practitioners toDiscuss Undergraduate PRCurriculumSala Madrid

ENG/SPA

Jean ValinCanadá

Valin StrategicCommunicationPrincipal. Founding memberand past chair/ invited boardmember at Global Alliance

Sunday, September 21st Monday, September 22nd Tuesday, September 23rd

8:30 Registrations

9:00/9:30 Official OpeningENG/SPA

COMMUNICATION WITH CONSCIENCEJosé Manuel Velasco

SpainDircomChair

FROM MELBOURNE TO MADRIDDaniel Tisch

CanadaGlobal AllianceImmediate Past Chair

LEADERSHIP - THE NEXT STEPAnne Gregory

UKGlobal AllianceChair

OFFICIAL OPENINGSoraya Sáenz deSantamaría

SpainGovernment of SpainDeputy Prime Minister

9:30/10:45 Addressing the Global AgendaENG/SPA

CHAIR:

The Global Agenda confronts corporations andinstitutions with the social, digital andenvironmental challenges which need to beproperly assimilated by the PR andCommunication professional as well.

Martina LarkinSwitzerland

World Economic ForumSenior Director of GlobalAgenda Councils

THE SOCIAL CHALLENGEPoverty and North-South inequality eradication isa global public concern which has a growinginfluence on business.

Anthony GoochFrance

OECDDirector of Public Affairs &Communications

THE CLIMATE CHALLENGEClimate change, limited natural resources and agrowing population set a new context fororganizations to operate.

Peggy LiuChina

JUCCCEPresident

THE DIGITAL CHALLENGENew technologies in human interrelation havetransformed the deep social network andexposed organizations to inescapable publicscrutiny.

David del ValSpain

Telefonica Research andDevelopmentPresident & CEO

10:40/10:45 Academic Remarks from the Research Colloquium

ENG/SPA

Samuel Martín-BarberoSpain

DircomChair of AcademicDevelopment. Associate Dean,IE Business School

1st Part

10:45/11:15 Plenary sessionDeconstructingCommunication

ENG/SPA

Jovina AngSingapore

CommunicatioFounder and Director. Formerdirector, MarketingCommunication, MicrosoftServices Asia

José Antonio LlorenteSpain

Llorente & CuencaFounding Partner & Chairman

Opening: The communication challenge

Deconstructing CommunicationAt the 2012 World Public Relations Forum in Melbourne, 800 delegates from 30 countries unanimously adopted a new vision of thecommunicative organisation, rooted in a clear sense of character and values, a culture of listening, and an understanding of itsresponsibility. In Madrid in 2014, we embark on thinking about how our profession must change to enable the communicativeorganisation. This thinking begins with deconstructing communication – from the inside out and the outside in. How areorganisations changing? How is society evolving? What is the role of communication today?

11:15/11:45 Coffee

11:45/13:15

SPAORGANIZATIONS

Sala LondresCommunication as an essential part ofa company’s general corporatestrategy.

Chair:Lillian Zapata

PeruLZC Imagen yComunicaciónExecutive Director

Teresa MañuecoSpain

CEPSASenior Director ofCorporateCommunications

Natalia González-Valdés

SpainL'Oréal EspañaCorporateCommunications Director

ENG/SPAPEOPLE

Sala MadridTechnologically empowered individualsmake employee communicationbecome crucial towards theachievement of company goals.

Chair:Núria Vilanova

SpainInforpress GroupPresident

Daniel L. AmbühlSwitzerland

FEIEAPresident of the FEIEACouncil .President of theSwiss Association forInternal and IntegratedCommunication

Carlos Manuel deAlmeida

PortugalFEIEAGeneral Secretary

Alejandra BrandoliniArgentina

AB ComunicacionesSpecialist in employeecommunications.President

SPAVALUES

Sala RomaThose managing the intangible arenecessarily guardians of the valueswhich make up an organization’s raisond’être.

Chair:Juan Carlos Molleda

VenezuelaUniversity of FloridaChair in the Departmentof Public Relations

Neysi PalmeroMexico

CONFIARPPresident

Francisco AguaderoSpain

Autonomous Universityof Guerrero. MexicoProfessor

Gabriel SadiArgentina

Universidad AbiertaInteramericanaProfessor and DirectorGeneral Public RelationsCareer

ENGCONTENTS

Sala ParisNo content, no brand. Our daily task isto define, evolve and tell a corporation’sstory in a genuine and strategicmanner.

Chair:Ray E. Hiebert

USAPublic RelationsReviewEditor.Specialist in internationalcommunication

Didier LagaeBelgium

Marco deComunicación (MdC)Founder and CEO

Laura IlliaSwitzerland

IE UniversityProfessor and AcademicDirector Executive MasterCorporate Communication

Gemma MartínSpain

CorporateCommunications Expert

13:15/15:00 Lunch

2nd Part

15:00/15:55 Plenary sessionTransformingCommunication

ENG/SPA

Marisa ToroSpain

GoogleCommunications and PublicAffairs Director for SouthernEurope

Antonin LéonardFrance

OuishareCo-Founder

Jerry Swerling

USAUniversity of SouthernCaliforniaDirector, StrategicCommunication and PR

Parallel sessions

Transforming CommunicationWith a sharper sense of the issues, trends and changes in organizations and society, we move to consider how the public relationsand communication profession must transform itself – in order to transform our organizations with communication at the core. Partof communicating with conscience is communicating with consciousness.

16:10/17:45

ENG/SPAREPUTATION

Sala MadridReputation is now perceived as acrucial asset, and newercommunication technologies make usface newer reputational challenges.

Chair:Luis Gallardo

SpainBurson-MarstellerChair, EMEA Consumer &Brand Marketing Practice.Global Brands StrategyDirector

Cees Van RielThe Netherlands

University of RotterdamProfessor of CorporateCommunication, (ViceChairman of ReputationInstitute)

Angel AllozaSpain

Corporate ExcellenceChief Executive Officer

José Manuel LanchaSpain

Villafañe & AsociadosConsultoresPartner & CEO

ENG/SPACORPORATE SOCIALRESPONSIBILITY

Sala ParisCompanies need to implementresponsible business models, or elseface stakeholder penalization.

Chair:Pilar Suárez-Inclán

SpainReale SegurosDirector of InstitutionalCommunications andCSR

Luisa GarcíaSpain

Llorente & CuencaPartner and CEO for theAndean Region

John L. PaluszekUSA

Business in SocietyFounder and ExecutiveProducer

Fernando PradoSpain

Reputation InstituteManaging PartnerLatinoamérica & Iberia

Philippe WeilerBelgium

CSR EuropeSenior Advisor BusinessDevelopment

ENGA NEW AGENCY-CLIENTPARTNERSHIP

Sala RomaIn an increasingly specialized world,key PR consultants are essential to theCCO, and a true partnershiprelationship is needed.

Chair:Teresa García-Cisneros

SpainADECECPresident

David GallagherUK

ICCO (InternationalCommunicationsConsultanciesOrganisation)President

Miguel López-Quesada

SpainGestampCommunication andInstitutional Affairs GroupDirector

ENGCOMMUNICATIONMEASUREMENT

Sala LondresIntangible assets produce a tangibleoutcome, and proper measuring is ofthe essence in the practitioner’s dailywork and long term strategy.

Chair:Jane Wilson

UKUK Reputation LeadersNetworkCorporateCommunicationsConsultant and Vice Chair

David RocklandUK

AMEC (InternationalAssociation for theMeasurement andEvaluation ofCommunication)Global Chairman

Sergi GuillotSpain

Acceso GroupCEO

17:50 Coffee

20:30

Parallel sessions

Sunday, September 21st Monday, September 22nd Tuesday, September 23rd

3rd Part

8:30/9:00 Coffee

9:00/9:55 Plenary sessionLeading ThroughCommunication

ENG/SPA

Trevor NcubeSouth Africa

Mail & Guardian Media GroupExecutive Deputy Chairman

Paul HolmesUK

The Holmes GroupCEO

Fernando RodésSpain

ISP HoldingsFounder and partner

10:05/11:25

ENGLEADING SUSTAINABLEORGANIZATIONS

Sala ParisThe importance of sustainability as aday-to-day ingredient in the decisionmaking process.

Chair:José Luis Blasco

Spain

KPMGPartner responsible forRisk, Governance andCompliance for Europe,the Middle East and Africa

Paul DruckmanUK

International IntegratedReporting CouncilCEO

Sarah NollethUK

The Prince'sAccounting forSustainability ProjectDirector

Angela BarterSouth Africa

SustainableCommunication Strategist

ENG/SPA

Spain /

COUNSELLINGLEADERS

Sala MadridThe crucial role of communicationofficers as a corporate or politicalleader’s strategists.

Chair:Daniel Tisch

Canada

Global AllianceImmediate Past Chair

Robert HeathUSA

University of HoustonEmeritus Professor ofCommunication

Karen SandersUK

ACOP. Association ofPolitical CommunicationFormer President

Austen IvereighUK

Catholic VoicesDirector of CatholicVoices, and author of anew biography of PopeFrancis, The GreatReformer

Jeremy GalbraithUK

Burson-MarstellerCEO, Europe, MiddleEast & Africa/ GlobalChief Strategy Officer

ENGLEADING THE SOCIALMEDIA CHALLENGE

Sala LondresNew risks and opportunities arise forCCOs as the board listens to them,hoping to grasp what the social mediachallenge means businesswise.

Chair:Kentice Tikolo

Kenya

Public RelationsSociety of KenyaChair

Stephen WaddingtonUK

CIPR. CharteredInstitute of PublicRelationsPresident

Alejandro RomeroSpain

Alto Social AnalyticsCEO

Leading Through Communication

The greatest leaders understand the power of communication – and the responsibility to use it wisely and ethically. What lessonscan we learn to be leaders within and beyond our organisations – so that we put communication at the centre of decisions that affectpeople and the planet?

Parallel sessions

11:30/13:05

ENG

LEADING THE MOBILE,DISPLAY AND VIDEOCHALLENGES

Sala LondresNewer platforms require newer ways toconvey the message, tell the story andidentify our stakeholders.

Chair:Rotimi Oladele

NigeriaCouncil of the NigerianInstitute of PublicRelationsPresident And Chairman

Juan Antonio Muñoz-Gallego

SpainStelappsFounding Partner

Simon NoelUK

Mobile One2oneFounder and partner

ENG/SPALEADING THROUGH SOCIALBUSINESS

Sala MadridLeading the company’s strategy in thesocial business arena is a hugeopportunity for the PR andCommunication practitioner.

Chair:Mildred Laya

SpainSalesforce SpainPR & MKT Advisor

Stephan FuettererSpain

Best RelationsGeneral Manager

Adolfo CorujoSpain

Llorente & CuencaPartner and ManagingDirector for Iberia

ENGLEADING WITH BESTPRACTICE

Sala Paris

Co-chair:Catherine Arrow

New ZealandGlobal AllianceSecretary

Co-chair:Mark Schumann

USAThe Segal Group USASenior Vice President andNational CommunicationsPractice Leader

And winners of theGlobal Alliance COMM PRIXAwards

13:05/15:00 Lunch

4th Part

15:00/15:35 Plenary sessionCommunicating withconscience

ENG/SPA

Rob FlahertyUSA

KetchumCEO

John GerzemaUSA

BAV ConsultingPresident & CEO

15:45/16:45

ENGTRANSPARENCY &DEMOCRATISATION

Sala LondresAs societies evolve from thedecentralized to the distributed networkparadigm, an increasing transparencyand democracy reshape businesses.

Chair:Sandra Duhé

USASouthern MethodistUniversityChair of the Division ofCommunication Studies

Jean ValinCanada

Valin StrategicCommunicationPrincipal. Foundingmember and past chair/invited board member atGlobal Alliance

David de UgarteSpain

Grupo Cooperativo delas IndiasFounder. Economist,Technologist

SPACO-CREATION

Sala RomaThe co-creation challenge providesnewer opportunities for thecommunication practitioner in agrowingly interconnected world.

Chair:Alejandra Brandolini

ArgentinaAB ComunicacionesPresident

Antoni Gutiérrez-RubíSpain

Communication andpolitical consultant

ENG

THE ROLE OFCOMMUNICATION INECONOMIC RECOVERY

Sala ParisIn an economy which is increasinglyinfluenced by the intangible, CCOshave a key role to play in the currenteffort towards global recovery.

Chair:Jaume Giró

Spain“la Caixa” BankingFoundationCEO

Anthony GoochFrance

OECDDirector of Public Affairs &Communications

Gianfrancesco RizzutiItaly

Italian BankingInsurance and FinanceFederationHead of Communicationsand Media

ENG/SPA

INFORMATION: A ROLEFOR THE MEDIA IN THENEW COMMUNICATIONPARADIGM

Sala MadridOverabundance of information andnewer tools for direct communicationrequire a rethinking of the mass mediarole.

Chair:Manuel de Luque

SpainAnunciosDirector

Leopoldo González-Echenique

SpainCorporación de RTVE.Radio TelevisiónEspañolaPresident

Trevor NcubeSouth Africa

Mail & Guardian MediaGroupExecutive DeputyChairman

Steve BarrettUSA

PRWeek, HaymarketMedia IncEditor-in-chief

Parallel sessions

Taking Action: Communicating with conscienceAfter every great conference, there’s a feeling of new possibility – and a burning question of ‘what’s next?’ In the final chapter ofWPRF 2014, delegates will consider that question at the individual, organisational and societal levels. In doing so, we will considerwhether there is a new model for communicative leadership.

Parallel sessions

17:00/17:50 Plenary sessionBrands with conscienceIn the new communicational paradigm, itis corporate conscience that shapesbrand construction making brandshumanize and integrate with the socialenvironment.

ENG/SPA

Chair:Catherine Arrow

New ZealandGlobal AllianceSecretary

Ignacio MolinerSpain

BBVA GroupBrand & CommunicationDirector

Joan RocaSpain

El Celler de Can RocaChef

17:50/18:20 The Madrid Legacy: Leadership

ENG/SPA

Gregor HalffSingapore

Global AllianceChair-Elect

Anne GregoryUK

Global AllianceChair

18:20/18:40 ClosingENG/SPA

José Manuel VelascoSpain

DircomChair

Daniel TischCanada

Global AllianceImmediate Past Chair

Carmen Martínez CastroSpain

Government of SpainSecretary of state forCommunication

Closing Plenary Session

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