EXECUTIVE LEARNING MASTERCLASSES · Social media: should you even be on it – and if so how How to...

Communications 1

COMMUNICATIONS

London Speaker Bureau presents Executive Learning Masterclasses – tailored workshops and seminars by some

of the world’s finest business leaders. Minimum theory; maximum hands-on tools and best practices from

those who “have been there, have done that” – for your corporate training programmes and team meetings.

EXECUTIVE LEARNING MASTERCLASSESTailored workshops with outstanding

speakers for your organizational

development

London Speaker Bureau - Leadership & PerformanceCommunications 3

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In just 10 years, the everyday landscape has changed fundamentally and with it the way people

interact with each other and with brands. Social media have emerged from their infancy – but

when it comes to brands and businesses have we fundamentally changed our behaviour?

In today’s hyper-connected marketplace, it’s not about being ON social media, it’s about BEING

social. But how to cut through the endless advertising clutter and avoid the fast-growing ad-

blocking trend? A key factor: giving people the ability to truly appreciate your brand’s message,

making them WANT to listen.

The Brand Bank Account – a tool developed by Huib van Bockel – enables brands to discover their

many different possibilities, to give value to people, so they make deposits instead of constant

withdrawals.

MASTERCLASS LEADER: Huib van Bockel Digital marketing and media thought leader, writer of The Social Brand and former head of

marketing at Red Bull, Huib was named one of the top 100 most influential marketers of 2015. His

career kicked off at Unilever before moving to MTV where he developed one of the world’s first

social networks. At Red Bull he played a key part in its transition from energy drink business to the

respected media player it is today.

What is covered:

During the seminar Huib explains the simple four-step process that enables

your brand to give something of value to the customer and gives your message

the power to cut through the clutter and – crucially – to deliver the Holy Grail

of marketing: customer loyalty.

The Social Era: what it is and how to harness it

Social media: should you even be on it – and if so how

How to penetrate the walls with which people increasingly surround

themselves

How to stop pushing your brand messages into ever more media outlets.

Step back and ask yourself, what value you can add

What is the secret behind the world’s most successful brands such as Nike,

Red Bull, Apple and Google

How to turn your brand into something bigger to inspire your stakeholders

and turn them into committed brand fans

How to use the Brand Bank Account to ensure your brand gives more than it

takes

Value and Expected Outcomes:

You will learn how to create content and marketing that cuts through and

builds long-term loyalty

You will acquire hands-on tools you can use right away to make your brand

truly social and generate a growing community of loyal customers

“Huib was awesome! His presentation was perfect — prepared, humorous, and humble. He was received very favourably by the audience. Huib is a terrific speaker for both marketing and customer experience related events. We’d absolutely recommend and hire him again.” Director of Content Marketing, Zendesk

BUILDING A SOCIAL BRANDBy Huib van Bockel


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Having the market clout of a large multinational has its advantages. However, growing brands

in a competitive environment while having to navigate countless processes and fixed operating

models definitely has some disadvantages. Add to that the challenge of consultation with 20

different markets with 50 different views of the opportunity, wildly different capabilities, and

countless ‘alternative facts’ and it’s unsurprising that a “we’re too big” complaint often arises.

Karen Connell has been instrumental in step changing the performance of the world’s largest

brands by teaching them to “think SMALL”. Brands such as Royal Dutch Shell, Coca-Cola,

Kimberley-Clark, Kraft, Cadbury’s, Johnson & Johnson are all “SMALL thinkers”.

MASTERCLASS LEADER: Karen ConnellKaren Connell is a globally recognised marketing and commercial professional who has influenced

the transformation and performance of some of worlds most recognised and valued brands. Her

client base reads like the who’s who of industry and she has extensive experience directing and

delivering transformational brand and commercial programs across many sectors including Energy

(oil and gas), CPG, Pharmaceutical, Automotive, Health & Beauty and Finance.

Having held senior positions at companies like Cadbury Schweppes, General Motors and Virgin,

and now Managing Director of her own consultancy The SMALLmighty, Karen has genuine

credibility across disciplines such as research, branding, marketing, communication, category

growth and commercial strategy.

What is covered:

Karen can deliver master-classes on a variety of marketing and commercial

topics based on real-life case studies, and she can design a bespoke program

that seeks to solve a genuine business issue. Whether participants are

looking to develop new brands or challenge the trajectory of an existing one,

Karen provides expert and engaging guidance on the big challenges faced by

competitive organisations today including:

How do you unlock data to develop genuine insight-based brand

propositions that inspire customers and consumers?

How do you defend brand space in a category in danger of being de-valued

or commoditized?

How do you develop meaningful and ownable communication plans that

inspire action throughout the entire route to market?

How do you create brand and business stories that people listen to,

remember and want to tell over and over?

How do you develop new behaviours to unlock the potential of individuals

and teams?

Karen’s style is both entertaining and inclusive. She goes to great lengths to

ensure the content inspires participants to challenge their thinking and learn

new ways of working.


A wealth of experience from someone who has genuinely seen it, done it

and designed the T-shirt.

Insider expertise, insights and lessons from real-life case studies from

global organisations.

A variety of methodologies and templates participants can take away

and apply to other business issues immediately.

New working styles and behaviours that foster better relationships and

team collaboration.

Answers to real business issues with co-created strategies and plans

participants are inspired to execute.

Karen’s workshops draw on 30 years of experience and focus on teaching teams the “think

SMALL” principles and techniques that effectively challenge the trajectory of their brands

by simplifying complex problems and motivating large numbers of stakeholders to get

behind the co-created solution. Ultimately credible she can design a bespoke program to

BUILDING BIG BRANDS BY “THINKING SMALL”By Karen Connell


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What is covered:

More people than ever before are now engaging in Conversations, and through

them they are shaping and influencing opinions, attitudes, purchasing

decisions, behaviours and policy. Companies and brands that have tapped into

the global Conversation are seeing unprecedented growth in sales, improved

marketing ROI, a transformation in the energy and commitment of their staff,

and stock values that outperform the market.

Yet, because the Conversation as a marketing and communications tool is a

relatively new concept, it is one of the least understood. You might be unable

to change your product to increase market share or market size, but you can

change the mindset of your audience and their relationship with your brand,

and get them talking about it in a way that will enhance sales.

In one day, you will develop an engagement plan to grow your stakeholder

base and make your firm more inspiring and connected. By the end of the

masterclass, you’ll have created three things that will be transformative in

helping unlock the potential that lies within your firm:

Your ‘stand’: you’ll articulate what you stand for in the world in a way that

nurtures deep emotional connection with both your staff and your

customers

A series of actions to allow people to ‘stand with you’ and become

champions and advocates for you and your brand

A workable plan to go to market and begin engaging more people in a new

and inspiring way


Create unique conversation that your brand deserves

Develop an engagement plan to grow your stakeholder base and make

your firm more inspiring and connected

Enhance public communications competence within your executive team

The idea of being able to have a Conversation with millions of people at the

same time is a new phenomenon, driven by the post-digital age and always-on

communication.

ENGAGEMENT OUT OF THE BOXBy Jon Duschinsky

Do you have enough customers, brand advocates and internal leaders? If you were on primetime

TV tomorrow for 30 seconds, would you know what to say to give the viewers goose bumps and

come flocking to your brand? That is exactly what this unique masterclass will deliver for you.

Jon’s high-energy, challenging and inspirational masterclass is designed specifically for the senior

leadership of organisations that want to unlock the next stage of their potential and growth.

MASTERCLASS LEADER: Jon DuschinskyJon Duschinsky is CEO and co-founder of The Conversation Farm, a global team of creative talent

that develops ways to change how people talk about and engage with brands, issues and causes.

Its clients include NASCAR, Beauty Gives Back, the NFL and Alzheimer’s Disease International.

After 20 years working in the philanthropy sector, in 2013 Jon was voted second most influential

communicator in social innovation, second only to President Bill Clinton. Jon is the author of two

books, Philanthropy in a Flat World (2009) and (Me)volution (2013).


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Presidential campaigns in the US are marketing exercises of a massive magnitude; tens of millions

of people, billions of dollars, and all driving a national conversation that touches every corner of

the country. The results impact the world.

Navigating the growth from start-up to billion-dollar corporation to victory or defeat in 18 months

is rapid scaling on steroids, but having worked three presidential campaigns Roger Fisk can share

with you the cutting-edge tools that provide precision in targeting, the constantly evolving on-line

tools that engage key demographics, and how a winning culture drives results and value.

MASTERCLASS LEADER: Roger FiskSuccessful campaigns create an assertive culture, and Obama won twice because he built an

organisation that combined creativity, discipline, and technology. Roger Fisk began working

for the start-up Obama campaign in 2007 and helped create that culture, while managing a

nationwide grass-roots fundraising team that focused on low-dollar donor events and raised

US$100 million in 11 months. He was directly responsible for coordinating and managing the

media’s coverage of more than 150 events across the country. In the first Obama administration,

Roger helped design and implement trade missions before working on the re-election campaign,

which succeeded because it scaled the start-up culture of the first campaign. Outside politics,

he has advised many Fortune 500 companies on their PR, marketing and workplace motivation

strategies.

What is covered:

The masterclass focuses on 6 easy-to-adopt, practical habits that participants

can use in their work every day:

Compete on every level – the new tools of social media can be even

stronger when leveraged with older tools such as free and earned media on

television, in print and on the radio

Steady leadership while creating change – learn how to make

circumstances work for you and avoid distractions that decrease focus and

motivation

Engaging and motivating – learn how social media were used to build a

movement that multi-million-dollar television advertising could not defeat

Organisation innovation – the Obama organisation took the status of

underdog and made it a strength. This workshop shows how to succeed in

the face of doubt

Customise to maximise – the sheer volume and diversity of today’s

messaging climate requires that you customise and adapt your outreach

with surgical precision

Actionable ideas and measurable traction – New Day Strategy can

brainstorm with you and design a sustained, cohesive, multi-platform

campaign that will bring real shape, creativity and measurable results to

your branding initiative, product launch, annual fund or capital campaign

Who will benefit:

Senior professionals involved in marketing, public relations, advocacy,

corporate communications, academia and government

Public relations and fundraising teams from every sector

C-Suite leaders who represent your brand in the meetings that matter

Non-profits and NGO’s involved in advocacy


New tools to apply to current challenges

How to create a culture of mission urgency and consistency

In-depth understanding of real-time communication challenges

Concrete examples of how your team can start changing TODAY

WIN THE MARKET: APPLICATIONS OF AMERICAN PRESIDENTIAL CAMPAIGNSBy Roger Fisk


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London Speaker Bureau represents and works with some of the most

influential people in the world, from politicians and economists

to thought leaders, futurists and entrepreneurs. Between them,

they cover a vast range of topics, from management and finance to

technology, education, innovation, motivation and the environment.

We have expanded our services far beyond traditional keynotes:

providing our clients with the opportunity to invite outstanding

global leaders and business experts as trainers, boardroom advisors

and individual coaches for their management teams.

Our unmatched network of 18 international offices allows us to

provide speakers and trainers from all over the world, to suit all

types of briefs and budgets be they small or large, in-house or

external. If you want some ideas on how we can assist, please do

contact us now.

Peter DraperFormer Director of Marketing at Manchester United FC

Jeetendr SehdevCelebrity Branding Authority and Professor of Marketing at the University of Southern California

Marcus EastChief Technology Officer National Geographic and Former Head of Ecommerce Solutions Apple (2011-2015)

Ed GillespieFuturist and expert in corporate sustainable development

Robert Phillipsround-breaking Communicator; expert on trust in the new normal

Ken HughesEurope’s leading expert on retail and consumer trends

Bruno GiussaniEuropean Director of TED

Kinvara BalfourProven expert on what is cool out there in the zeitgeist

OUR GLOBAL SPEAKERS ON COMMUNICATIONS INCLUDE:

Max WittrockCo-founder and one of the CEOs of mymuesli

Tom PurvesFormer Chief Executive at Rolls-Royce Motor Cars

Brad JakemanFormer President, PepsiCo Global Beverage Group

Richard ReedCo-founder of Innocent

Hamish TaylorRenowned Expert on Leadership, Innovation and Branding

Justin KingFormer CEO, Sainsbury’s

Jo MaloneFounder & Creative Director, Jo Loves

Ben LeggFormer COO of Google Europe, Author, and CEO AdParlour

Jean DavidOne of the pioneers and builders of the Cirque du Soleil

Yasmin Al BulushiGulf region’s best-known female management trainer

Sarah WeiseUser Experience Director at Booz Allen Hamilton

Erin MeyerProfessor of INSEAD, Author of “The Culture Map”

London Speaker Bureau - Leadership & Performance12

www.londonspeakerbureau.com

‘THE ONLY GLOBAL SPEAKER BUREAU.’INTERNATIONAL NEW YORK TIMES

EXECUTIVE LEARNING MASTERCLASSES · Social media: should you even be on it – and if so how How to...

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