About the PRWeek Conference
We hope you enjoyed the 2015 PRWeek Conference. If you were unable to attend, you can click here to view coverage of the event.
In the constantly evolving world of PR, the skills needed to stay ahead of the game are not only changing, but they are also multiplying. This year's PRWeek Conference, A Road Map to Integration: Prospering in a transformational era for PR Pros, will present keynotes, panels, interactive workshops, and more that will help you sharpen the talents you already have while you add new proficiencies and perspectives to your arsenal. Over the course of the day, you'll learn about:
What it takes to succeed in today's lightning-fast marketing world from Progressive CMO Jeff Charney
How to leverage data to optimize customer targeting and maximize ROI
Ways to tap into the burgeoning Hispanic market, which by 2050 will represent one-third of the US population
CMO/master of disruption, Progressive Insurance
EVP of corporate affairs,
CEO and co-founder, VaynerMedia
EVP of marketing,
vice president of corporate communications and external affairs, The Home Depot
co-chairman and founder, Thuzio
Founder, 135th Street Agency
head of media solutions, Google
VP, corporate affairs, Kraft Foods
president and CEO,
Patrick Van de Wille
chief communications officer,
chairman & CEO, Farmer & Company; author, Madison Avenue Manslaughter: An Inside View of Fee-Cutting Clients, Profit-Hungry Owners and Declining Ad Agencies
|8:15 - 9:05am||
Meet your fellow delegates in a convivial environment for the start of a brilliant day’s networking.
Steve Barrett, Editor in Chief, PRWeek
Why 21st century businesses need PR to succeed
In the 20th century, corporations were like fortresses designed to allow very little to come in or get out, says Sally Susman, EVP of corporate affairs at Pfizer. The pressure on corporations to open themselves further – led by the rise of the activist shareholder and fueled by social media – has multiplied the number and types of non-corporate partners with whom companies must now work. In this session, Susman will highlight PR’s crucial role as both bridge builder and transparency champion to the growing number of communities with which every corporation must engage. Through examples from her current post at the pharma leader, she will underscore the rise of the corporate affairs function, the ever-increasing attention CEOs are paying to reputation and culture, and the many ways PR is proving its impact on share price and the bottom line.
Is the agency model broken?
Clients are slashing their agency budgets, TV advertising is in decline, consumers are blocking ads online, programmatic is cutting out media agencies, and PR firms are furiously retooling their skill sets for the social and content worlds. Is the agency model broken and, if so, what does that mean for communications and marketing?
Keynote: A blueprint for modern retail marketing
Interconnected retail is the key to serving customers. An optimized integrated model minimizes turf wars that stymie the collaboration needed to take brands to the next level. The Home Depot has figured this out and Stacey Tank, VP of corporate communications and external affairs, will share the blueprints. In conversation with PRWeek editor-in-chief, Steve Barrett, Tank will discuss how to overcome and recover from security breaches, create content that solves everyday dilemmas, master mobile, and merge the digital and physical worlds to build the ultimate customer experience and incentivize 2,200-plus stores to embrace social media and be part of a unified brand team.
|11:20 - 11:50am||
Pressure Makes Diamonds? How PR Agencies Will Evolve in the Age of Content, Data and Technology
Keynote: The changing face of media relationships
From anchor and reporter, to Dateline NBC correspondent, to her current role as co-host of the fourth hour of Today, Hoda Kotb’s career has evolved in step with broadcast media. In this session, Kotb, who famously told then-NBC Universal president Jeff Zucker “You can’t scare me” before netting her current Today role, will share observations on how broadcast media has changed over the years, the power of perseverance, and some tips for marcomms pros on strengthening relationships with the media
40 Under 40 insight
Millennials are projected to spend more than $65 billion on CPG products in the next 10 years, according to WPP's Geometry Global . PRWeek asks a panel of 40 Under 40 honorees how their own purchasing decisions and the factors that influence them have changed in recent years and how that affects the marcomms strategies they put in place at their own companies. Which apps or social channels do they use in their everyday lives – Snapchat, Facebook, Periscope, and so on – and does that effect whether or not they'll try them for their brands?
Keynote: Bringing your brand message home
Keynote: Embracing the juxtapositions of real-time marketing
The world of modern marketing is a testament to juxtaposition. On one hand, consumers have not changed: they always have – and always will – want to love and be loved by brands. On the other hand, consumers expect to be marketed to very differently than ever before. A key result of that transformation is brands strive to put themselves in a position to be discovered by consumers at the exact right moment. Few people know this better than Lisa Mann, EVP of marketing at Kind Healthy Snacks. In this session, she will discuss how transparency, nimbleness, and an entrepreneurial spirit has enabled Kind to stand out in an increasingly crowded space. She will also share key learnings from her own journey of the evolving world of real-time marketing to help you better embrace and drive toward authentic brand discovery.
The Diversity Debate
Social media workshops – Intensive breakout sessions in small groups /Afternoon Snack/Tea
Top tips for communicating on Twitter, Vine, and Instagram.
This session will take a deep dive into how brands use Twitter and what they think it is – and is not – most relevant for. The discussion will challenge participants to decide if Twitter is a niche tool for brands to connect themselves to the cultural zeitgeist or if it is a multi-faceted platform brands should view as a staple for generating engagement around their own diverse branded content.
Moderated by: Jeff Beringer, digital global practice leader, Golin
What are the major trends in audience behavior? When and where are they engaging with your brands most? Google, particularly its Trends platform, is a powerful tool to answer these and many other relevant questions. This interactive session will help you key in on search terms, video preferences, and the like that are driving consumer activity, all while empowering you to discover trends your clients, companies, and competitors are not aware of yet.
Moderated by: Carolyn Johnson, head of media solutions, Google
Recap of Social media workshops
What clients want from a modern agency
Internationally-recognized social media expert Gary Vaynerchuk co-founded VaynerMedia in 2009, and has quickly grown the social media-first digital agency into a 500+ employee team with offices in four US cities that services 100+ blue-chip Fortune 500 brands. Also a prolific angel investor and venture capitalist, Gary invested early in companies such as Facebook, Twitter, Tumblr, Uber, and Birchbox, and is partner in Vayner/RSE, a $25m seed fund and incubator. In this session, Gary will describe the rapidly evolving client needs agencies must move quickly to meet. He'll also explain how agencies can help brands produce concrete business results that win the attention of their C-suites and inspire ongoing commitment to smart marketing and communications.
Closing Keynote: Staying Ahead of the Flo
In his years as a marketer, Jeff Charney hasn't just learned about transformation, he's helped define it. Having started his career in PR, he understands how it touches all aspects of marketing in today's constantly connected world. In this session, he'll not only detail how his team has transformed Progressive's brand icon Flo, but he'll also catapult you outside his brand's walls and transform how you think about marketing. Whether you have a budget of $500 or $5,000,000, Jeff will share with you the keys to success in today's lightning-fast marketing world.
Post-conference and pre-40 Under 40 dinner
*This agenda is tentative and subject to change
Open throughout the day:
Catch up on email, check in with clients or the office, network with other delegates, or relax in the PRWeek Connect Zone, open throughout the conference.
Dashboard Live: Products and Tools
Open throughout the day, PRWeek 's Dashboard Lab presents practical demonstrations of products, tools, and tactics to help communicators triumph in an age where they no longer own their brands. Powered by user insight and experience, Dashboard shows how tools are deployed on brands, corporations, and agencies.
PR Talent is one of the world’s largest executive recruiting firm specializing in public relations. Led by PR industry veteran Jim Delulio, and with on-the-ground recruiters in New York, Los Angeles and San Francisco, the firm delivers intimate knowledge of the top communications talent throughout the country.
The firm's deep talent pool of professionals has been steadily built over 17 years and covers just about every industry and communications specialty including social and traditional media, digital entertainment, healthcare, consumer branding, technology and much more.
PR Talent clients include GlaxoSmithKline, Volvo, Dun & Bradstreet, VaynerMedia, Carnival Cruise Lines, Citizen Relations, Boston Scientific, CPK, Funding Circle, Drizly, CAA, Latham & Watkins, MWW, Catalyst, Ketchum, Finn Partners… and other leading companies seeking the best in communications talent.
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