1. business and industrial
2. advertising and marketing
3. marketing

2
TORIES
S
G
N
I
T
A
CRE
EGIES
T
A
R
T
S
G
DEFININ
PEOPLE
G
N
I
S
I
L
I
MOB
M BERLIN
IGA FORU
R
D
A
U
Q
,
22, 2015
MAY 21/
LY
G SUCCESSFUL
IN
T
A
IC
N
U
M
M
O
C
IDEO
WITH ONLINE V
2ND INTERNATIONAL VIDEO
COMMUNICATION CONFERENCE
COMMUNICATING SUCCESSFULLY WITH ONLINE VIDEO
MODULE 1:
CREATING
STORIES
MODULE 2:
DEFINING
STRATEGIES
MODULE 3:
MOBILISING
PEOPLE
2
The first module of the conference will focus on the creative part
of video communication. Best Cases from Winston Eavis (Samsung Electronics), Boris Dolkhani (KUKA Robots) and Jenny Varley
(HSBC Holdings) will show you:
•
•
•
•
how to create authentic stories out of corporate messaging
how to catch your audience’s attention
how to support change with the right kind of story
how to find testimonials that truly match your message
In the second module, Jos van Haastrecht (DSM), Ellinor Perlefelt
(Kommunal) and Dalius Morkvenas (Invest Lithuania) will share
their strategic experiences with us and discuss:
•
•
•
•
how to use video in order to support your overall
communication strategy
how to visualize your message
how to choose the right channels for distribution
how to find the perfect time for your message
In the third module, Stephen Clark (European Parliament) and
Virginie Louis (Red Cross EU) will explain how you can use online
video to successfully mobilise audiences and tell us:
•
•
•
•
how to reach new target groups and support change
how to use interactive storytelling
how to communicate in difficult times
how to engage different audiences across the globe
YOUR MODERATOR
PROFESSOR DR. ANA ADI
HEAD OF THE DEPARTMENT OF CORPORATE COMMUNICATIONS,
QUADRIGA UNIVERSITY OF APPLIED SCIENCES
5 REASONS
WHY YOU SHOULD JOIN THE 2ND INTERNATIONAL VIDEO COMMUNICATION CONFERENCE
1
2
3 4
New trends: Discuss
the future of video
communication with
leading experts
New techniques: Improve
your skills during our interactive workshop sessions
5
New perspectives: Learn from
best cases of other companies
and organizations and join
our augmented reality tour
New insights: Learn
how your business can
take advantage of new
trends
New contacts: Network with peers
from all over Europe
3
PROGRAMME - THURSDAY, MAY 21, 2015
09:15
Doors open
10:00
Introduction and opening talk
MODULE 1: CREATING STORIES
BEST CASE
Samsung Europe
BEST CASE
Kuka Roboter
BEST CASE
HSBC Holdings
Why watch a video about a brand?
Samsung Electronics & always on communications
10:25
Be authentic – Testimonials in corporate video
communication
10:50
11:15
Ripping up the rule book: How do you build a community
across 72 countries?
11:40
Coffee Break
DISCUSSION
12:10
What does it take to go viral?
12:55
Lunch
WORKSHOP 1
fischer Appelt
WORKSHOP 2
Waggener Edstrom
WORKSHOP 3
1Camera
Choosing Channels: Distribution strategies
for successful video communication
01:55
Understanding your audience in a paid, earned
and owned world
How to create a story
Coffee Break
03:25
WORKSHOP SESSION 2
03:55
Repetition of all three workshops
05:30
Augmented Reality Tour
07:00
Dinner
tinued
... to be con
4
WORKSHOPS
PROGRAMME - FRIDAY, MAY 22, 2015
Movie Run
07:00
Doors Open
08:15
Introduction
09:00
SPOTLIGHT
MODULE 2: DEFINING STRATEGIES
DSM
Invest Lithuania
Visual Trends
09:15
BEST CASE
Making the impact of science on
society tangible
09:35
BEST CASE
Kommunal
Red Cross EU
European Parliament
MODULE 3: MOBILISING PEOPLE
Promoting a country’s business environment
with the help of engaged audiences
10:00
Coffee Break
10:25
BEST CASE
Orchestrating your campaign
across multiple channels
10:55
BEST CASE
Mobilising people through interactive storytelling
11:20
BEST CASE
Generate debate: Institutional
communication in times of crisis
11:45
DISCUSSION
What‘s next? – The future
of online video communication
12:10
Closing Statement
01:00
The End
5
PROGRAMME - THURSDAY, MAY 21, 2015
10:00 – 10:10 AM
INTRODUCTION
10:10 – 10:25 AM
OPENING TALK
Interruption is dead. Logos, patterns and taglines are so last century. Content is king and narrative – relevant and entertaining – is its
new secret superpower. In a post-advertising world dominated by
peer-to-peer communication and small attention spans, compelling
storytelling is the only way through which organizations, institutions
and brands can break the mold. Come to “Play” to learn how to do it.
Professor Dr. Ana Adi,
Head of the Department of
Corporate Communication, Quadriga University of
Applied Sciences
MODULE 1: CREATING STORIES
10:25 -10:50 AM
BEST CASE
Why watch a video about a brand?
Samsung Electronics and Always On
communications
Winston Eavis,
Head of Communications,
Samsung Europe
10:50 -11:15 AM Why would anyone want to watch a video about a vacuum
cleaner? Or a dishwasher? Or a mobile phone? In my short
presentation I will show how Samsung is taking a new approach
to communications, creating an Always On model to engage our
audience on social media and via PR, driving them to love our
brand and learn more about how we can enrich their lives.
09:12 / 10:12
Samsung Europe
BEST CASE
Be authentic: Testimonials in corporate
video communication
How a great table tennis star, almost unknown in his home
country of Germany but a star in China, helped KUKA to create
more awareness of its brand in China. See how KUKA managed
to create the most effective B2B machine manufacturing viral
campaign ever.
Boris Dolkhani,
Head of Corporate Marketing,
KUKA Roboter GmbH
6
09:12 / 10:12
The Duel: Timo Boll vs. KUKA Robot
PROGRAMME - THURSDAY, MAY 21, 2015
11:15 -11:40 AM
BEST CASE
Ripping up the rule book: how do you build
a community across 72 countries?
This talk challenges some fundamental beliefs about how you
build an employee brand to turn distrust and apathy into pride,
belief and genuine engagement. Discover how to turn a quarter
of a million employees into brand ambassadors and start a new
kind of conversation; and why taking the right kind of risk on the
right platform can change a culture.
Jenny Varley,
Managing Editor - News,
Communications, HSBC
Holdings
09:12 / 10:12
HSBC Now - Our stories
11:40 – 12:10 PM
COFFEE BREAK
12:10 -12:55 PM
DISCUSSION
What does it take to go viral?
Which stories catch on? What do we like to share? How can video communication reach a critical mass? In this
panel, our speakers will provide answers based on their experiences in order to find out what makes a video successful. Please feel free to join in. This is your opportunity to pose the questions you’ve come across during your
work and share your practical knowledge with peers and experts.
Winston Eavis, Head of Communications, Samsung Europe
Jenny Varley, Managing Editor - News, Communications, HSBC Holdings
Boris Dolkhani, Head of Corporate Marketing, KUKA Roboter GmbH
Moderator:
Professor Dr. Ana Adi, Head of the Department of Corporate Communication, Quadriga University of Applied Sciences
12:55 -01:55 PM
LUNCH
7
PROGRAMME - THURSDAY, MAY 21, 2015
01:55 - 03:25 PM
WORKSHOP SESSION 1
Workshop 1: Choosing Channels: Distribution
strategies for successful video communication
Video is a hugely important tool to ensuring digital brand impact for enterprises. Without a solid strategy, technological know-how and a branded
storytelling focus, the success of a video is just a question of luck. The workshop gives insight into how brands can produce and distribute content with
minimum effort and maximum buzz.
David Lochner, Head of Social Media and Online Distribution,
FischerAppelt, play GmbH
Workshop 2: Understanding your audience in a
paid, earned and owned world
If you want to understand how consumers view paid, earned and owned
content, what the right balance is between the three, and whether you lose
credibility if you pay for content – Waggener Edstrom’s Gareth Davies will
provide all the answers.
Gareth Davies, Head of Digital and Insight, Waggener Edstrom
Communications
Workshop 3: How to create a story
Throughout our lives we have been trained to recognize strong narrative, from
bedtime stories, Walt Disney cartoons, high school reading lists, Hollywood
blockbusters and high quality TV drama. But does that make us instant experts in storytelling? The obvious answer is “no”, but in this workshop, Jasper
Claus will try and see if we can put all that dormant knowledge about story to
work and create vivid stories out of corporate messaging.
Jasper Claus, Founding Partner, 1Camera.
03:25 - 03:55 PM
03:55 -05:25 PM
COFFEE BREAK
WORKSHOP SESSION 2
In order to allow you to participate in more than just one workshop, we offer
a second chance to pick another one of your favourite topics.
05:30 -07:00 PM
AUGMENTED REALITY TOUR
07:00 PM
DINNER
8
PROGRAMME - FRIDAY, MAY 22, 2015
07:00 - 07:45 AM
MOVIE RUN
08:15 - 09:00 AM
DOORS OPEN
09:00 - 09:15 AM
INTRODUCTION
09:15 - 09:35 AM SPOTLIGHT
(c) www.mikes-sightrunning.de
Begin your day with a jogging tour around the city
centre of Berlin. We will lead you to locations of
popular movies, such as “The Bourne Supremacy”,
“Operation Valkyrie”, ”James Bond – Octopussy”,
“Around the World in 80 Days” or “Wings of Desire”.
Have a fresh start into the second day of the
conference.
Visual Trends
What are the emerging trends in visual communication? Which
developments are here to stay? What will the visual language of
tomorrow look like? In her spotlight, Jacqueline Bourke, who is
part of the Creative Research team at Getty Images, will shed light
on visual trends.
Jacqueline Bourke,
Manager, Creative
Insights, Getty Images
(tbc)
09:12 / 10:12
Getty Images
MODULE 2: DEFINING STRATEGIES
09:35 - 10:00 AM
BEST CASE
Making the impact of science on society
tangible
Jos van Haastrecht,
Director Global Brand,
Digital and Communications, DSM
Everyone knows that science has played a huge role in the
development of a more prosperous, healthy, sustainable and
connected society. Yet, little is known about the scientists involved
and their stories. Our campaign aims to boost awareness and
understanding of the impact of science on society by profiling
some of the scientists who have made this happen and exploring
their journeys.
09:12 / 10:12
DSM
9
PROGRAMME - FRIDAY, MAY 22, 2015
10:00 - 10:25 AM BEST CASE
Promoting a country’s business environment with the help of engaged audiences
Invest Lithuania wanted to increase their sales via digital media.
They teamed up with existing investors in order to inspire
potential clients to“talk Lithuania”. Dalius Morkvenas will share
his insights from the successful campaign and their communication strategy..
Dalius Morkvenas,
Head of Marketing and
Communications, Invest
Lithuania
10:25 -10:55 AM 10:55 -11:20 AM
09:12 / 10:12
Let‘s talk Lithuania
COFFEE BREAK
BEST CASE
Orchestrating your campaign across
multiple channels
Ellinor Perlefelt,
Project Leader, Kommunal
10
Annelie Nordström, president of Sweden’s largest trade union,
decided to protest against wage discrimination by performing a
“sex change” in front of a camera. A video featuring her
transformationinto a man was pitched to major news editors
and activists around the world, reaching a peak on International Women’s Day. Reaching more than 200 million people, this
became the largest campaign for wage equality of its kind.
09:12 / 10:12
Be a MAN - How To Get A Raise
In 47 Seconds
PROGRAMME - FRIDAY, MAY 22, 2015
MODULE 3: MOBILISING PEOPLE
11:20 -11:45 AM BEST CASE
Mobilising people through interactive
storytelling
How do you mobilise people for a cause that normally doesn’t
get much attention and for a topic that only concerns a few?
Virginie Louis will examine many different examples of how online
video content and the sharing of experiences can engage audiences across the globe.
Virginie Louis,
Senior Communications
Officer, Red Cross EU Office
11:45 -12:10 PM
09:12 / 10:12
Welcome to Disaster Island
BEST CASE
Generate debate: Institutional
communication in times of crisis
Stephen Clark,
Director for Relations with
Citizens, European Parliament
12:10 -01:00 PM
The motto for the European Parliament’s awareness campaign
for the 2014 elections was “this time it’s different”. And different
it was. Not only because the rules of the game had changed,
but also because of the bleak mood in Europe and widespread
disgruntlement with the EU and its political class. How to engage
people who might not be in the mood?
09:12 / 10:12
Act. React. Impact.
DISCUSSION
What’s next? The future of video communication
What should we expect from online film in the near future? Which trends will stick around? How will new
developments and changing habits influence how we communicate? Our experts will discuss the latest developments and emerging trends in online video communication.
Jos van Haastrecht, Director Global Brand, Digital and Communications, DSM
Stephen Clark, Director for Relations with Citizens, European Parliament
Ellinor Perlefelt, Project Leader, Kommunal
Jos van Haastrecht, Global Branding Director, DSM
Virginie Louis, Senior Communications Officer, Red Cross EU Office
Moderator: Professor Dr. Ana Adi, Head of the Department of Corporate Communication, Quadriga University of
Applied Sciences
01:00 PM CLOSING STATEMENT
11
INTERACTIVE SPECIALS
AUGMENTED REALITY TOUR
MOVIE RUN
DINNER
12
SPEAKERS
Professor Dr. Ana Adi, Head of the
Department of Corporate Communications, Quadriga University of
Applied Sciences
Prior to her appointment at Quadriga
University of Applied Sciences, Ana
Adi worked as an academic in
England and Bahrain, as a visiting
lecturer in Belgium, Thailand and
Romania and as a consultant in
public relations and social media
strategy in Scotland and Belgium.
She is a digital humanist whose
research focuses on digital media
and its applications and challenges
to public relations, political communication, CSR and activist communication.
Winston Eavis, Head of
Communications, Samsung Europe
Winston Eavis is a communications expert with over 15 years of
experience working for some of the
world’s biggest consumer technology
brands. Prior to taking up his current
role as Head of Communications for
Samsung Europe, Winston worked
in PR agencies, delivering local and
global campaigns for clients such as
Microsoft, Intel and Nokia.
David Lochner, Head of Social Media
and Online Distribution, fischerAppelt, play GmbH
David Lochner is Head of Social Media and Distribution at fischerAppelt,
where he is responsible for the development and distribution of social
media formats and videos. He is a
lecturer at different universities and
since 2009 works with Gamecast TV,
a research institution, which studies
the mergence of gaming, film, and
virtual film production techniques.
Stephen Clark, Director for Relations with Citizens, European
Parliament
Stephen Clark is responsible for
the European Parliament’s direct
communication with the general
public, through online and offline
campaigns, events, visits and other
facilities such as the Parlamentarium and House of European History.
He recently coordinated the communication campaign for the 2014
European elections, in which film
played a central role, and is currently
working on branding and visitors’
strategies for the Parliament.
Jenny Varley, Managing Editor News, Communications, HSBC
Holdings
Jenny Varley joined HSBC in 2009
as Global Campaigns Manager and
broadcast production specialist. She
created the multi award-winning
weekly TV series HSBC NOW which
is broadcast internally and on social
media. In addition to TV, she also
manages the global staff website and
multimedia content. Formerly, she
was a location manager on feature
films such as Harry Potter, Bridget
Jones and the BBC series Spooks.
Jos van Haastrecht, Director Global
Brand, Digital and Communications,
DSM
Jos is Director Global Brand, Digital
and Communications at DSM, the
science-based company active in
Health, Nutrition and Materials. Prior to his current job he held several
positions in marketing, communication and digital at DSM and other
multinationals including Gist-brocades and United News and Media.
Jos is passionate about purpose
driven brands and social innovation.
Jasper Claus, Founding Partner,
1Camera
Jasper Claus founded 1Camera,
an Amsterdam-based corporate
video production agency, in 2008.
Currently, he is its creative director.
Previously, he was a producer at MTV
Networks Amsterdam, after having
obtained his MSc. in psychology at
Utrecht University.
Ellinor Perlefelt, Project Leader
Communications & PR, Kommunal
Ellinor Perlefelt is project leader for
communication at the Swedish municipal workers’ union Kommunal. During
her six years at Kommunal, she coordinated many successful campaigns.
Formerly, she was responsible for
communication at Riksteatern, an idea
based cultural organization with over
40,000 members.
Dalius Morkvenas, Head of Marketing
and Communications, Invest Lithuania
Dalius Morkvenas is head of the
marketing and communications
department at Invest Lithuania. Previously, he worked as head of marketing
and communications at Danske Bank
Lithuania, product and marketing
director at MVNO Eurocom and key
account management at the leading
media agency Media House.
Jacqueline Bourke, Manager,
Creative Insights, Getty Images
Jacqueline Bourke is part of the
Creative Research team at Getty
Images who analyses the meaning, implementation and impact of
photographs and video in today’s
world. These insights help identify
the visual language of tomorrow and
inform the visual trend presentations
she provides to audiences across
Europe. Jacqueline is a former
Director of Photography and Media
Communications graduate.
Boris Dolkhani, Head of Corporate
Marketing, KUKA Roboter GmbH
Before joining KUKA in 2013 Boris
was founder and CEO of a midsize
advertising agency in Munich. He
is also the inventor of the Nike+
system. The patent was sold to Nike
in 2007. He has won several national
and international creative awards.
As of 2013 he is responsible for
everything except fairs and events
at the KUKA Robotics Headquarter
in his role as Head of Corporate
Marketing.
Virginie Louis, Senior Communications Officer, Red Cross EU Office
Virginie Louis seeks to integrate
digital communications to support
humanitarian diplomacy efforts and
mobilizing audiences, by combining
the strengths of effective and fresh
campaigning techniques using attractive visuals and appealing stories
with the extensive outreach of the
Red Cross throughout Europe.
Gareth Davies, Head of Digital and
Insight, Waggener Edstrom Communications
Gareth has over five years’ experience developing storytelling
strategies and frameworks for some
of the world’s biggest brands and
organisations including P&G (for its
Febreze, Tampax, Always, Eukanuba,
Iams and Oral B brands), Nestlé (for
its Cheerios brand and Wholegrain
campaign), World Gold Council, iRobot and Avanade. As Head of Digital
and Insight, Gareth also brings a
wealth of experience turning audience insight and data into impactful,
high engagement digital strategies.
13
SERVICE
LOCATION
Terms & Conditions
1. Discounted Prices
The 2nd international video communication conference will be held at the Quadriga
Forum in Berlin. Located within walking
distance from Berlin’s most important
attractions, Quadriga Forum offers modern
business and meeting rooms suitable for any
occasion.
Quadriga Forum Berlin
Werderscher Markt 15
10117 Berlin
www.quadriga-forum.de/en
HOST
PARTNER
Quadriga University offers discounts on the listed
prices of certain conferences for members of the
European Association of Communication Directors
(EACD) and other partner associations. Subscribers
to our media partner, Communication Director
magazine, also receive a discount on the attendance
fees for seminars and symposia. The participant’s
personal membership and/or subscription must
be presented, current and verified at the time they
make a seminar booking. Discounted prices are only
valid if the amount invoiced is received by Quadriga
University within the time stated on the invoice.
2. Cancellation
If a booking is cancelled and no replacement
participant can be found, the following cancellation
charges will be incurred:
• Cancellation 31 days or more before the event
takes place: no charge
• Cancellation between 14 days and 31 days before
the event takes place: 50% of total price
• Cancellation less than 14 days before the event
takes place: 100% of total price
• Please note that cancellations should be in written
form.
3. Cancellation and changes
Quadriga University of Applied Sciences
Berlin is committed to modern, integrated management training and educates
managers in communication and human
resources management, as well as public
affairs. Through its cross-subject structure,
Quadriga University of Applied Sciences
offers an education that meets the requirements in management, communications and
public affairs.
Quadriga University of Applied Sciences
Werderscher Markt 13
D-10117 Berlin
www.en.quadriga.eu
The European Association of Communication
Directors (EACD) is the network for communication professionals from all fields across
Europe. The Association meets the needs
of communication professionals working
internationally, and provides support for new
challenges in the global arena. For more
information please visit www.eacd-online.eu
Communication Director is an international
quarterly magazine for public relations and
communications. Communication Director
is also the host of the European Excellence
Awards.
www.communication-director.eu
Berlin.
The registration fee includes participation in the programme, all conference documents and dinner and
lunch buffets, as well as coffee breaks. Travel expenses and accommodation are not included in the
price. A booking confirmation and an invoice will be
sent to you after registration. Please remember to
include your name in the transaction reference when
making a payment. As the number of participants
is limited, please be aware that your registration is
only valid after receiving a booking confirmation.
Please feel free to contact us should you not receive
confirmation within 24 hours.
Registration Queries:
Dennis Schultz
dennis.schultz@quadriga.eu
For further information regarding the conference or registration process,
do not hesitate to contact us!
14
4. Place of Jurisdiction
Registration
CONTACT
Conference
Coordinator:
Sarah Fischer
sarah.fischer@quadriga.eu
Quadriga University reserves the right to cancel or
reschedule seminar locations or times, or to arrange
a substitute instructor if this is absolutely necessary
due to there being less than six participants, an
unforeseen problem with the instructor, or other
unforeseen reasons out of the control of Quadriga
University. In these cases, Quadriga University is not
required to compensate travel or accommodation
costs, loss of working time or other damages, and
in other cases, only when there is gross negligence.
If relocation is not reasonably possible for the participant, then they are entitled to cancel the booking
immediately and without charge.
Registration
Queries:
Dennis Schultz
dennis.schultz@quadriga.eu
REGISTRATION
Fax: +49 (0) 30/44 72 93 00
I would like to attend the 2nd international video communication conference „Play“ on May 21st and 22nd, 2015 in Berlin.
I agree with Quadriga University‘s Terms and Conditions available on www.conferences.quadriga.eu/terms
General Admission: Conference Fee 1190 € 1
Early Bird Discount: Early Bird registration deadline is April 24th, 2015: Conference Fee 980 € 1
EACD members: I am an inhouse communications professional and a full member of the European Association of Communication
Director (EACD) OR I would like to become full member of the EACD (annual membership fee, including Communication Director
subscription:140€ and hereby officially apply for membership: Conference Fee 890€1/2 until April 24th 2015 (afterwards 990 €1/2)
Communication Director Magazine subscribers: I am a subscriber of Communication Director magazine OR I would like to become
a subscriber of Communication Director (annual subscription: 120€ and hereby order an annual subscription: Conference Fee 890€1 until
April 24th 2015 (afterwards 990 €1)
Name/Surname*
Company
Position
Address/City*
Telephone E-Mail*
VAT number
I would like to register further participants: The second registered person will receive a discount of 10% off the price, the third will receive
a reduction of 15% off the price.
Person 1:
Name/Surname
Position/E-Mail
Person 2:
Name/Surname
Position/E-Mail
Alternative billing address? Yes
No
Company
Name/Surname
Address/City
Date/Signature
Register online: www.conferences.quadriga.eu/en/video
1 Prices do not include VAT; included in the participants fee is the access to all parts of the conference programme as well as to the dinner reception.
2 Prices do not include VAT; please see EACD conditions of membership on www.eacd-online.eu
* All fields are mandatory
Host: Quadriga Akademie Berlin GmbH
Quadriga University
Werderscher Markt 13
10117 Berlin
www.en.quadriga.eu
WWW.CONFERENCES.QUADRIGA.EU/EN/VIDEO