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Master class on Corporate Communication Features International & Local Speakers

IABC Philippines’ opening salvo for the year: the International Best Practices in Communications Master Class.

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Set on March 10, 2015 at the Crowne Plaza Galleria Manila, the master class features a distinct line up of speakers, both local and foreign: Russell Grossman, IABC international chairman; David Guerrero, Chairmen and COO of of BBDO Guerrero; Carlo Ople, Managing Director of Di9it; and, Jimmy Santiago, President of TBWA/Santiago Mangada Puno.

The day-long event focuses on various challenges that corporate communication faces amidst the onslaught of technology and changing communication patterns.

Grossman’s topic is, “Leading People through Change – a practical and impactful session delivered at the heart of ground breaking work on employee engagement and change management.
This session will look at techniques, tools and tips to help lead people through change, especially from the standpoint of employee engagement and the perspective of the line manager.

Leading people through change is difficult to achieve and even when this happens organisations demonstrate a remarkable default pattern in returning to their previous state.

Drawing on his experiences at over the last fifteen years at the heart of some of the UK’s big people change programmes, and as a leading practitioner in employee engagement, Russell will invite you to discover:

Grossman has 30 years of experience in change management and his wealth of experience will definitely be an interesting showcase of how communication can steer businesses to success. He is an accredited Business Communicator (one of only 1,200 globally), his current project is an en-depth review of the Cabinet Office of Internal Communications across the UK government.

Russell has been a communications practitioner for over thirty years in London, and has been Director (now Group Director) of Communications at the UK Government Department for Business since 2008 (www.gov.uk/bis).

Before joining the Civil Service, Russell was Head of Internal Communications at the BBC for nearly seven years. He was closely connected there with the Corporation’s change programme ‘Make it Happen’, which won a number of industry awards.

He worked for the London Docklands Development Corporation during the establishment of Canary Wharf and beyond, and began his career in Metropolitan Government.

David Guerrero builds on the topic, “Philippine Country Branding in the Social World,” sharing how his now-famous It’s More Fun in the Philippines campaign brought the country to the world’s center-stage. David Guerrero’s more than 20 years of experience in the advertising world is a veritable showcase of how creativity can steer branding towards the right path, notwithstanding the steady evolution of this increasingly social world.

The topic that Ople will tackle during the master class is, “Digital PR: The Future of Marketing.” The consumer has now become more powerful, thanks to the rise of social media. Given this environment, Ople presents how digital PR can be a formidable driver of a marketing campaign. He is counted among the pioneers of the Philippines’ digital industry.

Finally, Santiago takes a closer look at the “customer,” today’s clients who vacillate from being skeptics to avid ambassadors, through the topic, “Creativity for Humanity.” Do personal values get reflected in purchasing decisions? This, and other related questions, will be tackled by Santiago during his talk.

For more information, please contact the IABC Secretariat at 756-0441 or 756-0424, or Greenbulb PR at 638-6973.

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