Sentry Centers
730 Third Avenue
New York, NY 10017


Wednesday, April 25, 2012


5:30–7:30 PM  

Welcome Reception at the 4A's New Offices
1065 Avenue of the Americas, enter on 40th or 41st Street


Thursday, April 26, 2012


8:00 AM  

Registration Desk Opens


8:00–8:55 AM  

Breakfast and Networking


9:05–9:15 AM  

Welcome From 4A's Agency Public Relations Committee Co-Chairs

Janet Northen, EVP and Director, Agency Communications, McKinney
Deborah Zdobinski, Corporate Communications, McCann


9:15–9:20 AM  

Welcome and Opening Remarks

Nancy Hill, President-CEO, 4A's


9:20–9:55 AM  

PR—The Power of Influence

Thomas Gensemer, Managing Partner, Blue State Digital


10:00–10:40 AM  

Navigating the New Normal

The rise of social media has changed the way journalists cover our industry’s news. How do we as PR professionals need to evolve and adapt?

Roy Elvove, EVP, Director Worldwide Communications, BBDO

Jim Cooper, Executive Editor, Adweek
Stuart Elliott, Advertising Columnist, The New York Times
Joe Mandese, Editor-in-Chief, MediaPost


10:45–11:00 AM  



11:00–11:30 AM  

The New Land Grab: Claiming a Piece of Today's Earned Media Landscape

Earned Media has traditionally been the purview of the PR professional, but with the rise of social media and the empowered consumer, the rules have changed.

This session will look at different forms of earned media, the client PR function (both internal and external) and the agency, and how to value it and measure it, and demonstrate results for clients as well as the agency.

Michael Sprague, Vice President, Marketing & Communications, Kia Motors America

Interviewed By:
Suzanne Vranica, Reporter, The Wall Street Journal


11:35 AM–12:15 PM  

Trends in Business News

In this session, top business editors and reporters will give their perspective on some of the biggest business story trends during the past year and make predictions of topic areas that are likely to be popular in the near future. Panelists will discuss the trajectory of their editorial calendars and give conference attendees insight into what their readers want to hear about most.

Janet Northen, EVP and Director, Agency Communications, McKinney

Felix Gillette, Staff Writer, Bloomberg Businessweek
Daniel Gross, Editor, Yahoo! Finance
Peter Lauria, Editor-in-Charge of Technology, Media and Telecom, Reuters
Jennifer Rooney, CMO Network Editor, Forbes


12:30–1:50 PM  

Lunch featuring Keynote Speaker

Ellen Kroner, EVP, Communications and Marketing, AMC Networks


2:00–2:30 PM  

Journey Into Space. The PR Space.

One of the industry's best thought leaders and often called "Mystic Meg" for her spot-on ability to forecast the next big trend, Marian will discuss how to leverage social media and trendology to build your brand and have a significant impact on your business.

Marian Salzman
, CEO, Euro RSCG Worldwide PR North America


2:30–3:10 PM  

The Creative Conversation

Creativity and innovation are the lifeblood of our industry and a growing business imperative in general, as companies race to transform themselves for the future. In this session, you'll hear prominent editors and reporters who focus on these topics give their perspective on some of the biggest creative stories over the last twelve months and their predictions about what we might expect to see coming down the pike.

Deborah Zdobinski, Corporate Communications, McCann

Ann-Christine Diaz, Editor, Creativity Magazine
Piers Fawkes, Founder and Editor-in-Chief, PSFK
Teressa Iezzi, Staff Editor, Fast Company
Nick Parish, North American Editor, Contagious Magazine


3:15–3:25 PM  



3:30–4:10 PM  

Making Your Brand Famous

In addition to paid, owned and earned media, there's a virtual ecosystem of award shows, conferences, Webinars and festivals all available for helping you build your client or agency brand. Conference attendees will hear from representatives from the industry's top venues, including EFFIE, CES, Ad Age and the One Club. How do I get my executive to the big stage? Which award shows should we enter? Do you have to win at a show to be asked to judge? These questions and more will be answered in a lively discussion led by PR execs from two of the most award-winning agencies in the business.

Katie Kempner, VP, Exec Director Global Communications, CP+B
Jeremy Miller, Director of Corporate Communications, TBWA Worldwide

Tara Dunion, Senior Director, Communications, Consumer Electronics Association
Abbey Klaassen, Editor, Advertising Age
Denise McDevitt, Vice President, Effie Worldwide
Kevin Swanepoel, President & Interim Chief Executive Officer, The One Club for Art & Copy


4:15–4:55 PM  

Building a Brand for Good

Everyone is striving for transparency and authenticity when building today's purpose-driven businesses, but it takes more than good intentions to align a brand with a meaningful sustainability strategy.

Discussion will include the importance of employee involvement and how to shape a credible brand story that engages a breadth of stakeholders from media to consumers.

Annie Longsworth, CEO, Saatchi S

Andy Goldsmith, VP, Creative & Brand Strategy, American Cancer Society
Ann G. Rubin, Vice President, Brand Expression and Global Advertising, IBM
Ian Yolles, Chief Sustainability Officer, Recyclebank


5:30–7:00 PM  

Sentry Centers


Friday, April 27, 2012


8:00–8:45 AM  



9:05–9:45 AM  

CMOs Speak Out: How Does PR Fuel Business Growth?

When advertisers look for a new agency partner, many factors influence their decision. What role does agency publicity play in that process? When a review consultant is involved, how much emphasis do they place on the agency's reputation in the media? Does the third-party objectivity of the news media continue to carry more influence than an agency's own marketing efforts? These topics and more will be explored in this session, as agency business development leaders and search consultants discuss the role public relations plays in fueling agency growth.

Rupal Parekh
, Agency Editor, Advertising Age

Kristen Cavallo, Chief Strategy Officer, Mullen
Laurie Coots, CMO, TBWA Worldwide
Lauren Crampsie, Worldwide CMO, Ogilvy & Mather
Avi Dan, Founder, Avidan Strategies LLC


9:50–10:20 AM  

Insights on the Future of Media

Back in 2008 a lot of people were declaring that the media as we know it was dead—or dying. Yet, a funny thing happened on the way to the funeral.

The media is back in a big way, and this is having a significant impact on how businesses synchronize and prioritize where, when and how they tell their stories. Hear five ways the media is thriving in an age where a social layer pervades how news is reported, distributed and consumed.

Steve Rubel
, EVP, Global Strategy and Insights, Edelman


10:20–10:30 AM  



10:35–11:20 AM  

Brand Evangelism: the New Buzzword for Internal Communications

JetBlue has built a strong and unique company culture based on five core values—safety, caring, integrity, passion and fun. Sebastian and Réal will highlight their company's deep commitment to communicating with employees and enlisting the 14,000 JetBlue crewmembers in building a highly valued and trusted brand.

Sebastian White, Internal Communications Director, JetBlue
Réal Hamilton-Romeo, Manager, Corporate Communications, JetBlue


11:25–11:55 AM  

Brand Journalism: Dangers and Rewards

As “Brand Journalism” approaches buzzword status, it’s worth poking through the hype and looking at the realities. When is this type of content strategy appropriate, and what are the possible upsides if it is done well? This presentation will answer those questions by looking at the current media and marketing landscape; principles of brand journalism; situational analysis around brands and audiences; and three examples of successful campaigns.

Ingrid Bernstein, Director of Experience, JWT


12:00–12:40 PM  

Tomorrow's PR Professional: How Agile Will You Have to Be?

The role of the PR practitioner has changed significantly over the last decade. In order to keep up with the ever-changing media landscape and the rapid pace of digital and social media, what are the new skills sets needed to be successful today and in the future? Panelists from a cross section of the PR landscape will give a glimpse into the future and share what tomorrow's PR practitioner will need to know.

Steve Barrett, Editor-in-Chief, PR Week

Samantha DiGennaro, Founder/CEO, DiGennaro Communications
Judith Harrison, SVP, Staffing and D&I, Constituency Management Group
Barri Rafferty, Senior Partner and Director, Ketchum New York
TR Straub, Senior Associate, Heyman Associates


12:45–1:00 PM  

Conference Wrap-Up