EuroComm 2016

EuroComm 2016: Driving Business with Communication

EC16 facebook 7IABC EMENA’s 12th EuroComm conference was held in Rotterdam from 18-19 April 2016. More than 100 business communication professionals — decision makers in leading companies and organisations across the region — gathered to learn the latest developments and best practices in communication and make the connections that will advance their communication programmes and careers.

Download the detailed programme PDF


Communications as a function is coming of age in organisations across the world. Most Chief Communications Officers report directly to the CEO; commercially, companies are learning that their customers respond better to community-building and intelligent storytelling as opposed to classic push strategies; teams are allocating increased budgets to analytics and planning. Communications increasingly has the “seat at the table” that we’ve been longing for and teams now have professional processes and structures in place. But we still need to prove we understand the business and can drive value for the organisation; for SMEs, we need to show how communicators fit and can make a real contribution to the bottom line.

What are the right types of priorities that drive value for organisations? How do we manage communities and participation? What metrics do you need to track the data and how do you gain the right insight that will inform decisions? What competencies will effective communicators need in the future? Being a storyteller, a connected connector, digital savvy, understanding content as data …?

With our theme for EuroComm 2016 being Driving Business with Communication, we explored all these areas.


EuroComm 2016 was proud to be supported by the following generous partners:



Sessions were a mix of keynote speeches from the corporate world and academia, Rápido (TED-like) sessions, panel discussions and short solution presentations, including speakers from energy companies, banks, engineering, heavy industry and agencies. Speakers  included communications experts from Fortune-500 companies, NGOs and other key influencers. 


ACADEMIC PERSPECTIVE: Inter-human processes and communication for creating space for change in governmental organisations, NGOs and commercial companies.
• Noelle Aarts, Professor of Strategic Communication, Wageningen University

BUSINESS PERSPECTIVE: Navigating in an uncertain world.
• Enda Logan, CEO and founder, Fifth Business / visiting Professor at Robert Gordon University, Aberdeen

ECONOMIC PERSPECTIVE: The economic realities of, and the outlook for, the EMENA region – and what it means for businesses.
• David Powell, Chief Euro-Area Economist, Bloomberg Intelligence

CASE STUDY: How communications helped to reposition company priorities internally and externally when oil prices plummeted.
• Cathrine Torp, Chief Communications Director, DNV GL Oil & Gas

CASE STUDY: Cultivating a shared culture before, during and after a mega-merger: GE’s largest ever acquisition, of Alstom.
• Andrea Doane, Communications Director, General Electric Power

CASE STUDY: The refugee situation is one of the most talked about geopolitical themes in Europe right now. Two of the world’s largest humanitarian organisations explain how they are dealing with this new communications frontier from an audience and messaging perspective.
• Dorothea Krimitsas, Deputy Director of Communication and Information Management, International Committee of the Red Cross (ICRC)
• Sarah Crowe, Spokesperson for United Nations Children's Fund (UNICEF)

KEYNOTE: The DNA of communications executives and what CEOs are looking for in senior communicators.
• Kate Hamilton-Baily, Partner, Taylor Bennett Executive Search

INSIGHT: An Agile approach to internal comms - how the power of data can help a comms function rapidly improve, reach new audiences across the organization, and build credibility with senior leaders.
• Rose Beauchamp, Head of Client Communication, McKinsey
• Cabe Franklin, Global Director of Internal Communication, McKinsey

SPECIAL GUEST: A Member of the Dutch Parliament speaks about online services that her Government provides to citizens and the potential dangers of online communication.
• Ingrid de Caluwé, Member of Parliament, Holland

PANEL DISCUSSION: Beyond ‘engagement’ – uncoupling the connection between organisational communication and the drive for higher engagement scores.
• Chaired and moderated by Mike Klein, owner of Changing the Terms / senior writer for VimpelCom

• Jeppe Vilstrup Hansgaard, CEO, Innovisor
• Markela Dedopoulos, Corporate Vice President, Communications & Relations, Dagrofa
• Kami Lamakan, Founder, The Loop Advisory
• Naiara Martinez Cabrera, Director of Group IC, Philips




INTERACTIVE SESSION: Rápido is a series of fast-paced, TED Talk-type presentations from the floor. EuroComm delegates (Robin McCasland, Bent Sørensen, Mathew Lowry, Alba Pérez Grandi, Diane Fraser & Jo Anstey, Spencer Beckford) give short presentations on all aspects of communications and how it delivers value in their own organisations.
• Hosted by Ezri Carlebach, Senior Associate at PR Network

KEYNOTE: Building a brand from the inside out – In this session you will hear case studies highlighting how communicators from some of the world’s biggest brands have engaged their people to deliver growth, innovation and service.
• Victoria Lewis-Stephens, Managing Partner, Instinctif Partners

WORLD CAFÉ: Three rounds of interactive conversation, including mapped outcomes, in which we discuss the value of communications, what the future holds and what we need to do differently to stay current and relevant.
• Moderated by Ian Andersen, External Communications Adviser to DG Interpretation, European Commission

CASE STUDY: World-leading pharma company Novo Nordisk uses an integrated communication approach to upskill and enable leaders and employees around the world to communicate effectively within and about the company.
• Torben Bundgård, Vice President Organisational Communication, Novo Nordisk

CASE STUDY: From cascade to conversation. People everywhere have found their voice. We no longer passively receive the message: we share and shape it together. Smart organisations are beginning to use this trend in communications to their advantage.
• Katie Macaulay, Managing Director, AB Communications

PRACTICAL SKILLS: Strategic communication planning is a “must-have” skill for leading communication professionals. It’s time to change how you approach communication planning, to engage audiences more readily and drive noticeable business results.
• Robin McCasland (FRSA), Director, Internal Communication, Tenet Healthcare (former IABC International Executive Board Chair)

Online and On-The-Air: NATO’s Digital Outreach – Using NATO’s digital journey to tell the story, this is an in depth look at the challenges and techniques for creating momentum behind digital outreach in large organizations. 
• Steven Mehringer, Head of Communications Services, NATO

The Future of Technology and Communication – As technology changes so must they way we communicate, whether to external or internal stakeholders.
• Silvia Cambie, Senior Managing Consultant, IBM