Time

Topic

Content

09:30 – 10:00

Morning Discussion – Stand Up and Share

Shaping Corporate Reputation in a Fragmented Media Landscape
How do you ensure consistent messaging when audiences are spread across so many channels? Do you use a Newsroom model for organizing your communications?

10:00 – 10:15

Welcome Round

Short introductions from all participants.

10:15 – 11:00

Toyota Europe Case Study

Steering Corporate Communication in a Consumer-Driven Landscape
Laura Hanin, Toyota Motor Europe
In a B2C market like automotive, consumers are not only buyers, they are emotionally invested stakeholders. They expect transparency, innovation, and purpose from the brands they choose. At Toyota Europe, corporate communication must go beyond internal alignment; it must resonate externally with customers, media, regulators, and society at large.

11:00 – 11:15

Coffee Break

–

11:15 – 12:00

Marketing Communications Insights

Lead generation and advertising in the age of LLMs

Impulses for discussion

Buyer online behaviour is changing dramatically with AI, which has a direct impact on website visitors and inbound lead generation.

What can Communicators do to adapt?

Susanne Lesschaeve, Cullen International

12:00 – 13:00

Lunch & Learn

–

13:00 – 14:00

AI Deep Dive Workshop – From Workflows to True Agents

Volker Grünauer, Advatera- Understanding AI agents in corporate communications- Practical applications and real-world use cases- Governance framework for AI in communications

14:00 – 14:20

Coffee Break

–

14:20 – 14:45

Strategic communciations in difficult times

Brexit campaign : Post Brexit territorial attractiveness campaign, by Bart Wander, PMI

14:45 – 15:30

KPIs, Dashboards, and Reporting in Communications

Guy Van Leemput- What should we measure—and what not?- Vanity metrics vs actionable KPIs- Dashboards that drive decisions (bring your own dashboard structures)

15:30

Learnings & Next Meeting

Wrap-up, key takeaways, and outlook.