PRovoke18 Global PR Summit is a high-level event designed for senior practitioners to address critical issues and celebrate the best PR work.
The 3-day conference will feature top-tier keynotes and panel discussions that seek to provoke debate around the future of public relations.
Speakers from the top independent PR agencies around the world discuss some of the most critical issues for agency growth and competitiveness.
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In an onstage discussion that promises to be both moving and powerful, Rema Vasan of MSL will interview Gauri Sawant, the hero of the acclaimed Vicks #TouchofCare campaign in India alongside Rekha Rao from MSL’s India office who was instrumental in guiding the campaign.
Vicks (P&G) had long aligned its brand around ‘family care’ in India, a society rooted in conservative values and a traditional definition of family. But with traditional thinking changing and social values shifting quickly, Vick’s needed to connect with the real lives of real people in the new India where people often look to colleagues, neighbors and friends as family. In 2017, Vicks set off to evolve its brand and recalibrate and widen the traditional definition of family in India to ‘family is where care is.’
The Vicks #TouchOfCare campaign is the heart-warming true story of Gauri Sawant, a transgender woman who takes on the parenting responsibility of a young orphan girl.
Following a beautiful digital film about the relationship between Gauri Sawant and her daughter, Gauri stepped up as the face of the Vicks campaign, becoming a powerful voice for a new definition of care and driving a conversation that took the country by storm. Gauri was featured on many of the most powerful media platforms in India, gained the support of some of India’s most powerful celebrities and lit up social media platforms, becoming an overnight sensation.
The campaign not only had strong impact by strengthening the Vicks brand in the marketplace, it also contributed to a growing conversation about social change occurring across India. Just weeks ago, the Constitution bench of the country's top court removed the 150-year old ban on gay sex, decriminalizing homosexuality. This verdict came almost four and a half years after Gauri led the battle for equality and dignity for Transgenders in India, that resulted in the Supreme Court delivering its landmark judgment recognizing the transgender (TG) community as a third gender.
MSLExecutive Vice President, Global Client Director
2020 MSL, MumbaiSenior Vice President
Transgender Activist, Social Worker, Vicks Mom
13:15 - 13:20 // Welcome to the Independent PR Firm Forum with Moderator Paul Holmes
13:20 - 13:30 // thenetworkone Introduction with Moderator Julian Boulding
13:30 - 14:15 // Contemporary Values and Corporate Purpose with Moderator Julian Boulding Speaker(s): Girish Balachandran, Victoria Page, Sandrine Raffin, Suzanne Shelton
14:15 - 15:00 // I Did it My Way: How to Sell Your Firm with Moderator Alex Halbur Speaker(s): Peter Finn, Matt Kucharski, Charles Lewington, Lisa Rose
15:00 - 15:45 // Demonstrating Value to Clients in An Integrated World with Moderator Michael Murphy Speaker(s): Giles Fraser, Aman Gupta, Carrie Jones, Dr. David Rockland
15:45 - 16:00 // Coffee Break
16:00 - 16:45 // In Conversation with Richard Edelman with Moderator Arun Sudhaman Speaker: Richard Edelman
16:45 - 17:45 // Enhancing Profitability and Growth with Moderator Michael C. Lasky , Brad J. Schwartzberg Speaker(s): Jeff Altheide, Madan Bahal, Jennifer Gottlieb, Kathleen Gratehouse
17:45 - 17:50 // Closing Remarks
19:00 - 21:00 // Welcome Cocktail Reception
08:45 - 09:00 // Introduction: Welcome to PRovoke18 with Moderator Paul Holmes
09:00 - 09:45 // Brand-Building Transformation with Influence at the Core with Moderator Daryl McCullough Speaker(s): Marc Pritchard, Kelly Vanasse
09:45 - 10:30 // Reputation Hacking: Preserving Brand in the Age of AI with Moderator Elliot Sloane Speaker(s): Amanda Duckworth, Mika Hyotylainen
10:30 - 10:50 // Networking Coffee Break
10:50 - 11:35 // Driving Business Impact in an Earned First World with Moderator Sara Fischer Speaker: John Seifert
11:35 - 12:00 // Fighting Disinformation in the Deep Web Era with Speaker(s): Sharb Farjami, Jim Joseph, Heather Timmons
12:00 - 12:30 // 'Defending Democracy' – In Conversation with Senator Mark Warner with Moderator Don Baer Speaker: Senator Mark Warner
12:30 - 13:30 // Networking Lunch
13:30 - 13:55 // Leveraging Communications Data to Transform the PR Function with Speaker(s): Jeff Joseph, Eric Koefoot
13:55 - 14:40 // BrandStanding — Why Brands Must Provoke to Assert their Purpose with Moderator Barri Rafferty Speaker(s): Lisa Gibby, Marco Morante
14:40 - 15:10 // Microtrends Squared and the impact on PR with Moderator Paul Holmes Speaker: Mark Penn
15:10 - 15:30 // Networking Coffee Break
15:30 - 15:55 // Levi Strauss: Uncovering a Brand in Motion with Moderator Melissa Waggener Zorkin Speaker: Elizabeth Owen
15:55 - 16:20 // Stop Fighting the Algorithm & Take Control of Your Digital Reputation with Moderator Howard Opinsky Speaker: Kaydee Bridges
16:20 - 17:00 // Think Small. Go Big: Today, All PR is Local with Moderator John Gerzema Speaker(s): Kelley Baron, Lisa Lieberman, Christine Montgomery
17:00 - 17:20 // Principles in Vogue? What Communicators can Learn from Diplomacy & International Relations with Moderator Nataliya Popovych Speaker(s): Michael Carpenter, David Patrikarakos
17:20 - 17:25 // Day One Conclusion
18:30 - 20:30 // United States Capitol Building Tour (*requires separate ticket)
08:45 - 09:00 // Introduction: Welcome to Day Two with Moderator Paul Holmes
09:00 - 10:00 // In Conversation with Sir Martin Sorrell with Moderator Paul Holmes Speaker: Sir Martin Sorrell
10:00 - 11:00 // Agility, Curiosity and Purpose: Role of Communications as an Agent of Change with Moderator Margery Kraus Speaker(s): Maggie FitzPatrick, David Kamenetzky
11:00 - 11:20 // Networking Coffee Break
11:20 - 11:45 // Vicks’ Courageous Stand in India that Redefined Family Care with Moderator Rema Vasan Speaker(s): Rekha Rao, Shree Gauri Sawant
11:45 - 12:30 // Culture Collision: Strengthening Company Culture & Reputation in an Activist Era with Moderator Sarah Jensen Clayton Speaker(s): Dr. Leslie Gaines-Ross, Elizabeth Owen, Gina Sheibley
13:30 - 14:15 // Applying the Science of Human Behaviour to the Art of Communications with Moderator Thea Knight Speaker: Jenny Isaacson
14:15 - 14:45 // In Conversation with the Leaders of The Washington Post with Speaker(s): Don Baer, Martin Baron, Frederick J. Ryan, Jr
14:45 - 15:05 // Networking Coffee Break
15:05 - 15:50 // How Belief-Driven Buying is Changing the Way Companies do Business with Moderator Lisa Ross Speaker(s): Helene Caillate, Catherine Hernandez-Blades, Amanda Miller, Vanessa Yanez
15:50 - 16:30 // All Aboard the Purpose Bandwagon with Moderator Aaron Sherinian Speaker(s): Mark Irion, Brian Lott, Tina McCorkindale
16:30 - 16:35 // Day Two Conclusion
19:00 - 20:00 // Global SABRE Awards Cocktail Reception
20:00 - 22:00 // Global SABRE Awards Dinner Ceremony
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