6th Annual
Strategic Communication Management
Summit UK 2007

08.30- 09.00	Registration & Coffee
09.00- 09.10	Welcome from the Chair
09.10- 10.10	How Marks & Spencer’s CEO and internal communication work together to drive business strategy Since his appointment as CEO of Marks & Spencer in May 2004, Stuart Rose has steered M&S through an unsettling period and succeeded in pushing the business forward with a focus on quality, value, service, innovation and trust. In January 2007, M&S launched “Plan A” – its £200-million “eco-plan” that will impact the entire company over the next five years. In the opening session, Head of Internal Communications, Robert Nuttall will outline the role the function has played in the company's recovery and in supporting the integration of the social, corporate and environmental agenda across the organisation. This will focus on: Increasing the visibility of the CEO and his senior management team through regular meetings, live broadcasts, the intranet and the employee magazine Delivering a consistent story on progress across all internal channels Seeking regular feedback on understanding and belief in the plan through “60 second” online surveys Running focus groups to understand areas of success and those requiring improvement Aligning messages with media, government relations, investor relations and marketing teams Rebranding all key internal channels to become more accessible Delivering the brand and engagement process for “Plan A” Robert Nuttall, Head of Internal Communications, Marks & Spencer
10.10- 10.30	Morning Coffee
10.30- 11.30	How to use involvement to accelerate performance The Eventworks define involvement as “active participation to create ownership, belief and commitment”. Employees who are “involved” in the business are far more committed and passionate than those working for competitors – who may merely focus on “engaging” employees. But how do you move beyond engagement to involvement? This session will share practical ideas and solutions by practicing what it preaches and getting you involved. Jeremy Starling, Managing Director, The Eventworks – the business of involvement
11.30- 12.30	Building employee engagement through the technique of Appreciative Inquiry Appreciative inquiry is an engagement technique that when used successfully can transform the relationship between leaders and employees and build real momentum and commitment to change inside an organisation. In this session you’ll hear how the technique is being applied at 02. Head of Experience, Phil Askham will focus on: Using large-scale “inquiries” to energise the organisation, build common purpose and fully connect employees with the brand and customers The difference between internal brand education and true brand engagement Evaluating the link between happy employees and happy customers How O2 has become one of the UK's best places to work Phil Askham, Head of Experience O2, O2 UK
12.30- 13.40	Lunch
13.40- 14.40	Using sponsorship to strengthen employee-focused business messages at Visa Europe Organisations often strive to make employees ambassadors of their sponsorship programs through a range of engagement activities. At Visa this has been taken a step further: the company is using its partnerships with the Olympic and Paralympic Games, Rugby World Cup, Disney and FIFA football as a way to engage employees in the business strategy. Drawing on this approach at Visa Europe, as well as past experiences at Lego, Vodafone and Ericsson, Head of Internal Communications, Mark Darby will talk about: How to explain the business benefits of sponsorship properties to employees How to effectively use sponsorship properties with employees How to merge sponsorship with business messages Using sponsorship as reinforcement of the business strategy Mark Darby, Head of Internal Communications, Visa Europe
14.40- 15.40	How can reality TV help bring an internal campaign to life? With a new stock-management system due for implementation, B&Q needed to ensure that employees were fully up to speed on what was required of them to ensure a successful roll-out of the new system. B&Q devised a campaign idea and approached The Edge Picture Company to bring it to life with moving images. The aim was to dramatically increase awareness and get staff thinking about their individual responsibility. This session will look at the campaign from development through implementation and evaluation, focusing on: Communicating and ensuring visibility of the new system to 36,000 B&Q employees Reviewing the response from staff Measuring the impact of the initiative in terms of staff attitudes and performance The impact on business performance in terms of productivity and cost savings Expectations vs. reality – outlining the results Caroline Jones, Business Engagement Manager, B&Q Nicky Flook, Former Kingfisher Communication Manager Pete Stevenson, Creative Director, The Edge Picture Company
15.40- 16.00	Afternoon tea
16.00- 17.00	Renewing Defra – the role of internal communication in a time of change “Renew Defra” is one of the most ambitious change programmes in government – and its success depends on great communication. The programme is designed to transform the Department for Environment, Food and Rural Affairs into a flexible organisation that is responsive to ongoing change and ready for the future. Once complete, Defra's staff will work flexibly across projects and programmes and be rewarded differently – for working style as well as delivery. In this session you’ll hear how communication has played its part from the outset, with a specific focus on: How internal communication is supporting major change at the heart of government Creating and sustaining momentum when your staff have “seen it all before” Handling headcount reductions while striving for transformational change Putting communication at the heart of a new organisational culture Kathryn Pallant, Head of Internal Communications, Department for Environment, Food & Rural Affairs (Defra)
17.00- 17.10	Closing remarks from the Chair following by Evening Drinks & Networking Reception

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