23 AUGUST 2016, 9AM–5PM | HYATT HOTEL CANBERRA

Public Sector Marketing Communications Summit

THE IDEAS BOOM EDITION

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It’s a good time to have crazy ideas.

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Th e public sector is becoming more accountable than ever before, as media and technology provide a real-time window into our organisations. Arising from this is the demand for higher levels of customer service and effi ciency, through digitisation of service delivery.Th ere’s also a growing need to better measure results of marketing communications, whether it be customer engagement, internal communications for cultural change or broader social behaviour change campaigns.

Is public sector marketing communications now about engagement, two-way dialogue and fostering customer relationships?

Join us for an entire day of challenging, informative and thought-provoking sessions from experts at the front line of the public sector marketing experience – they’re ready to share their learnings with you.

Sean LarkinsDIRECTOR OF CONSULTING & CAPABILITY

WPP GOVERNMENT & PUBLIC SECTOR PRACTICE

Th e Reform of the UK Government's Communications. Why and How it was done.

Sean led the reform of UK Government communications (on behalf of the Prime Minister's Offi ce and Cabinet) and explains the innovation journey they undertook in Britain, across all government communications, to deliver a single voice, greater effi ciency, improved campaign results, and higher public trust levels.

Sean helps WPP’s government and public sector clients build their own internal capacity by focusing on organisation and change management; capability, training and performance; and leadership and innovation.

Sean was previously Deputy Director of UK Government Communications where he led the reform of government communications on behalf of the Prime Minister’s Offi ce and Cabinet Offi ce. He was also responsible for the professional development of nearly 4,000 government communicators.

Sean has also been a Director of Communications for a Whitehall department and a government agency. He led the UK government’s own strategic consultancy and planning team. He has worked on public sector communications in the UK, Europe and Africa and outside of government for organisations including Th e Body Shop International.

KEYNOTE SPEAKER

Patricia Duff yAMI NATIONAL BOARD DIRECTOR AND

GENERAL MANAGER MARKETING, DEFENCE FORCE RECRUITING

Tony Mansfi eldCHAIR ACT ADVISORY BOARD

AUSTRALIAN MARKETING INSTITUTE

MCs

Dominic WalshMANAGING DIRECTOR

LANDOR AUSTRALIA

Dominic is an expert in branding with over 20 years’ experience in Australia and Europe working across clients such as Australian Institute of Sport, Australian Bureau of Statistics, City of Melbourne, Downer and IAG. Dominic began his career at Landor in 2003, as marketing director and then as practice leader for client services and consumer branding. More recently, Dominic was managing partner at Interbrand before returning to Landor in 2011.

Carly YancoSENIOR PLANNER

J. WALTER THOMPSON

Carly works across FMCG, government, fi nancial and pharmaceutical clients to deliver integrated Communications Campaigns. Carly has called JWT Sydney home for the past year after returning from a three year stint in New York where she worked in a joint planning role at WPP public relations fi rm Burson-Marsteller and its sister digital production agency Proof Integrated Communications.

Jay MorganGROUP DIGITAL CREATIVE DIRECTOR

J. WALTER THOMPSON

Jay leads the digital and innovation outputs across the agency. Previously he worked at Havas Worldwide where he led the digital output on DFR as well as creating the now world famous Durex Fundawear product which won numerous accolades at all the major shows. At JWT, Jay has continued with his passion for innovative marketing solutions where he has recently worked with Unilever’s OMO to release Peggy – the world’s fi rst smart peg that helps families to wash clothes better and make more time for the moments that matter.

Kathy O’DonoghueEXECUTIVE DIRECTOR OF SOCIAL AND GOVERNMENT RESEARCH

TNS AUSTRALIA

With over 17 years’ experience in both commercial and social research, Kathy has lead hundreds of high profi le national and state based projects from brand and advertising tracking for FMCG clients to social marketing and behavioural change for government. Over the past 10 years, she has lead research projects and devised strategy across a wide range of campaign, program and policy areas; particularly those on sensitive topics of school truancy, indigenous health, disability, mental health and most recently for domestic violence.

Kathy will be presenting with Bianca Bailey,

Industry Head, Google.

Kirsty EldertonHEAD OF FUTURE AUSTRALIA

FUTUTREGOV AUSTRALIA

Kirsty Elderton is a leading digital government specialist with a background in public service organisational design, innovation and change. She is an experienced leader with senior management experience in implementing highly successful change initiatives across public services both in the UK and in Australia, with a primary interest in how design thinking can deliver public service transformation and social innovation.

Matthew O’NeillSERVICE DESIGNER

FUTUTREGOV AUSTRALIA

Matthew is a digital Service Designer with nine and a half years of professional services experience navigating and providing innovative prototypes and experiences to complex government and business problems.

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SPEAKERS

Konrad SpilvaHEAD OF INNOVATION

DENTSU MITCHELL AEGIS NETWORK

Panel Guest Commentator

One of Isobar Australia’s (originally Visual Jazz) co-founders, Konrad is a digital pioneer with over 15 years’ experience. As CEO of Isobar Australia and New Zealand, he manages the business across Melbourne, Canberra, Sydney, Perth and Auckland.

During the agency’s growth, he’s worked on a number of major projects for a broad range of clients, with roles ranging from web development, to account management, studio manager, general manager, strategy director, client services director and Managing Director. That’s a lot of different hats. And in between he managed to take 12 months off to backpack through South America a few years ago.

David PembrokeCEO AND FOUNDER

CONTENTGROUP

Contentgroup is a government and public sector content marketing agency based in Canberra, Australia. David has a commerce degree from one of Australia’s leading business schools (University of New South Wales) and spent a decade as a radio current affairs reporter for the Australian Broadcasting Corporation. He was the communications director of the Australian Rugby Team when they won the Rugby World Cup in 1999 and is a member of the Australian Olympic media team.

Melissa Verner GreenHEAD OF MELBOURNE

FACEBOOK

Panel Guest Commentator

Melissa is Head of Melbourne at Facebook and Instagram and member of their ANZ Leadership team. Her primary responsibility is facilitating and building the strategy for Melbourne, with a particular focus on developing deeper partnerships with key clients and their agencies.

Melissa’s goal is to help marketers understand the opportunity of mobile in delivering powerful media and marketing solutions that meet their business objectives. Melissa has worked in the media industry for over 25 years across Sydney, Melbourne and Brisbane.

Prior to joining Facebook Melissa spent 5 years at Fairfax Media in the roles Agency Sales Director (VIC) and States Sales Manager Farirfax Digital (VIC) respectively.

Col AnstieCEO

RAGING DIGITAL

MARKETING DIRECTOR

CBR INNOVATION NETWORK

Colin is the CEO of Raging Digital, a leading digital marketing agency in Canberra, and Marketing Director for CBR Innovation Network. Colin is an entrepreneurial marketing expert with a deep passion for digital, he has over 12 years experience specialising in websites, search, social media, online sales, analytics and all things digital. He has extensive digital experience working with Telstra, Commonwealth Bank and Bankwest and has reduced costs by over 50%, increased sales by up to 97% and driven strong ROI for those brands.

Virginia CookGENERAL MANAGER, COMMUNICATIONS AND PARLIAMENTARY BRANCH

AUSTRALIAN DEPARTMENT OF INDUSTRY, INNOVATION AND SCIENCE

Virginia has extensive experience in Australian Government communications, including as Senior Adviser, Internal Communications and Speeches at the Department of the Prime Minister and Cabinet. She has worked across a number of Commonwealth Departments including as a senior speechwriter.

She was head of Strategic Communications for Australia’s G20 Presidency in 2014, and also lead Public Affairs for part of Australia’s Centenary of Federation. Before entering the Australian Public Service, Virginia was a senior radio producer with ABC Radio Canberra, a senior correspondent with the Australian Associated Press in the Parliamentary Press Gallery, and a reporter for The Canberra Times.

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SPEAKERS (CONTINUED)

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Jo ScardMANAGING DIRECTOR

FIFTY ACRES

With over 20 years’ experience in communications, political advisory roles and journalism, Jo Scard is one of Australia’s foremost strategic advisers to corporates, government and Not-For-Profits.

Jo is a respected former journalist in the UK and Australia working with ITV, Associated Press, Seven Network, SBS, ABC and Fairfax. She has spent over a decade advising corporates and Not-For-Profits at CEO and board level across strategic communications, government relations and public relations and co-authored the best-selling book The Working Mother’s Survival Guide.

Trish JohnstonASSISTANT SECRETARY COMMUNICATIONS BRANCH, MINISTERIAL SUPPORT DIVISION

DEPARTMENT OF THE PRIME MINISTER AND CABINET

For over two decades Trish has worked on some of the Government's most complex policy and communication issues including domestic violence, cyber security, indigenous affairs, climate change, resources and energy and preventative health. Her experience spans developing large scale advertising campaigns, managing complex media and stakeholder issues and supporting communications in remote indigenous communities. She is currently leading PM&C’s digital communications transformation.

John KananghinisDIRECTOR

RMK ASSOCIATES

John has 30 years of experience in strategic business communication, both as a consultant and as a senior executive within large multi-national companies.

John has consulted within Ogilvy PR and Hill & Knowlton, been Sales and Marketing Director for

Scania in Australasia and General Manager Marketing & Communications for BMW Australia. He is now Director and Partner in senior communication consulting firm RMK+Associates.

He has extensive experience in customer engagement strategies, government lobbying, investor relations and crisis management.

John studied law at Victoria University, Wellington, and marketing communications at Massey University.

Jonathan HopkinsFOUNDING PARTNER

SONDER COMMUNICATIONS

Jonathan has led agencies, marketing teams and media owner businesses. He was previously CMO for Vevo and Managing Director of strategic communications agency, Razor. Recognised as one of Australian marketing’s ‘40 under 40’ by AdNews, Jonathan’s work has been awarded at Cannes, Media Festival Asia, MFA and M&M Europe.

Sarah MartinPOLITICAL REPORTER

THE AUSTRALIAN

Sarah has been in the press gallery with The Australian since 2014, and prior to that covered South Australian state politics for two years in The Australian’s Adelaide bureau. She started her career in Perth working for West Australian Newspapers before moving to South Australian publication The Advertiser as a Political Reporter.

Rob HarrisNATIONAL POLITICAL REPORTER

THE HERALD SUN

Rob has been the National political reporter at The Herald Sun since June 2015, working from the Canberra bureau. Previous to this he covered national affairs for The Weekly Times and before that worked at the Shepparton News and the ABC.

SPEAKERS (CONTINUED)

SPONSORS

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8.15m–9.00am REGISTRATION

9.00am–9.05am WELCOME

STREAM ONE

Attendees can alternate between Stream 1 and 2

Note: All times include Q&A

STREAM TWO

Innovations in Online Engagement

(Break Out Room)

9.05am–9.45am Sean Larkins

The Reform of the UK Government's Communications. Why and How it was done.

9.45am–10.20amDominic Walsh

A Research Report – What’s Blocking Innovation in Australia?

10.20am–10.50amKathy O’Donoghue and Bianca Bailey

"Crowd control" – Digital Influences of Amplification

10.50am–11.15am MORNING TEA

11.15am–11.50am

Jay Morgan and Carly Yanco

Everything’s changed – What you need to know as

a Marketer that your team aren’t telling you

David Pembroke

Explaining is Winning

11.50am–12.20pm

Kirsty Elderton and Matthew O'Neil

Government Service Design & Transformation –

Thinking Differently

Ian Laslett

Digital Trends

12.20pm–1.00pm

Midway Panel

How Government Communications have Changed in the Digital Age – a View from the Press Gallery

Sarah Martin and Rob Harris lead a panel of journalists in a dynamic discussion post election

1.00pm–2.00pm LUNCH

2.00pm–2.30pmTrish Johnston

PM&C Communications, Lessons We've Learned

John Kananghinis

New tools for ever more demanding

stakeholder engagement

2.30pm–3.00pm

Virginia Cook

The National Innovation and Science Agenda

Communication Campaign

Jo Scard

Moving beyond traditional channels,

to be more fluid for your intended audience

3.00pm–3.30pmJonathan Hopkins

Unlocking the Hidden Value of Owned Media

Col Anstie

Social Media for the Public Sector

3.30pm–4.00pm AFTERNOON TEA

4.00pm–5.00pm The Main Event Panel

Led by Konrad Spilva with guests Melissa Verner Green and Bianca Bailey

5.00pm–6.00pm

NETWORKING DRINKS

Special guests our ACT AMI 2016 Mentors and Mentees

Drinks by Adlephi Digital and Door Prizes by Randstad

Many thanks to the ACT AMI Advisory Board, and to Penny Davy-Whyte, General Manager ACT, Dentsu Mitchell Aegis Network and Patricia Duffy, AMI National Board Director and General Manager Marketing Defence Force Recruiting, for their tireless support in bringing this Program to fruition.

Tony Mansfield, Chair, ACT AMI Advisory Board.

PROGRAM