9 June | 9:00-10:30 a.m.
Beyond Metrics: Building a Data-Driven Communications Strategy
In a world drowning in data, why do most organizations still make decisions based on things "feel"? We'll dig into this head-scratching reality and show how the best companies actually put their data to work — no fancy technology required. We'll look at how you can turn overwhelming amounts of numbers into clear stories that actually drive action across teams that may speak very different languages. With plenty of practical examples and proven approaches, you'll learn how to make data digestible, relatable, and most importantly, useful in driving real decisions. This is all about making data work for people, not the other way around.
Neil Hoyne
Don’t wait around for perfect data or the perfect strategy, says Neil Hoyne. In today’s rapidly changing landscape, leaders who know how to make the most of “good enough” will win outsized rewards. As the author of “Converted” and Google’s chief strategist, Neil has spent almost 9000 hours (that’s over a full year) talking to CEO’s, boards, and investors about how they make decisions and navigate change. Whether you’re looking to roll out a new marketing strategy or exploring what AI can do for your business, Neil knows what your competitors are doing — and how you can outpace them. In practical talks, he offers you the information he’s gained from hundreds of Fortune 500 companies, equipping you to work with what you have to take more risks, innovate, and move faster.
10 June | 9:00-10:30 a.m.
Mind the Gap: Examining the PR Industry’s Generational Divide
This spring, the USC Center for Public Relations conducted its 10th annual Global Communication Survey in partnership with IABC and Zeno Group. The survey explored artificial intelligence, hybrid and remote work, the media landscape, and political polarization and their effects on the communication profession. The research also adds to last year's study about the evolving workplace (“Communicating Culture”). USC professor and Golin chairman emeritus Fred Cook will lead a discussion to present the results, highlight the differences in perceptions between communication veterans and entry-level specialists regarding our profession, and prompt reflection on the changes occurring in workplaces.
Fred Cook
Fred Cook is Director of the USC Center for Public Relations at the Annenberg School and Chair Emeritus of Golin. With 40+ years of experience working with top brands like Amazon, Nintendo, and McDonald's, he authored Improvise: Unorthodox Career Advice from an Unlikely CEO.
In 2015, Fred joined USC to lead the Center for Public Relations, shaping the future of PR through research, education, and leadership. He spent over 35 years at Golin, where he became CEO and worked with major CEOs like Jeff Bezos and Steve Jobs. He’s also known for launching cultural phenomena such as Pokémon and the seedless watermelon.
Fred has created a leadership course based on his diverse career experiences, aiming to help students push their boundaries and develop creativity. He’s a sought-after speaker and has received numerous awards, including Lifetime Achievement honors and induction into the PRWeek Hall of Fame.
Barby K. Siegel
Barby K. Siegel is global chief executive officer of Zeno Group, the award-winning, global and integrated communications agency. Under Barby’s leadership for the last 14 years, Zeno has experienced annual double-digit growth, now exceeding $144 million in revenue while staying true to the firm’s core values: inclusive, ambitious, kind, entrepreneurial, collaborative and fearless.
Beyond her passion for client work, Barby is a staunch supporter of advancing diversity, equity and inclusion for the agency and the industry. In 2020, Zeno launched Act Together – a series of initiatives to urgently advance a more equitable and inclusive workforce and bring more people of color to the agency and profession. In 2021, Barby led the strategic investment in, and exclusive partnership with, EGAMI Group, the award-winning multicultural integrated marketing firm.
Barby serves on several boards including the Chicago Bears Women’s Advisory Board, the Diversity Action Alliance, and the Page DE&I Advisory Board. In addition, Barby is chair of Page’s Internal Advocacy Task Force that works to diversify its membership.
India Starr
Currently, India is an Annenberg Graduate Fellowship Recipient for the Public Relations and Advertising Master’s Program at the University of Southern California (USC). Along with her studies, she actively contributes to various roles within the USC Annenberg community, including her position as a Contributing Writer/Editor at the USC Annenberg Center for Public Relations, Office Assistant at the USC Annenberg School for Communication and Journalism, and Public Relations and Media Outreach Coordinator at the USC Annenberg Norman Lear Center.
India’s passion for corporate, strategy, crisis communications, and activism drives her work, and she has already made notable contributions, including working on the Relevance Report at USC Annenberg. She has also received multiple prestigious awards from Chico State, including the Lieutenant Robert Merton Rawlins Merit Scholarship and the Outstanding Student Leadership Award.
Kamyar Naficy
Kamyar Naficy is Managing Director of Alberin, a strategic communications consultancy for finance, technology and sustainability, and Chair of the International Executive Board of IABC. With over 20 years of experience, Kamyar advises clients in the US, Europe and the Middle East on all aspects of corporate, financial and marketing communications. Prior to working at Alberin, Kamyar held senior communications positions at JP Morgan, London Stock Exchange Group and UniCredit. Earlier in his career, he worked in investment banking and management consulting. He holds a BA from the London School of Economics and a MPhil in Management Studies from Cambridge University.
Jessica O'Callaghan
Jessica O’Callaghan is a seasoned integrated communications professional with over two decades of experience including agency and in-house roles. She currently serves as the Managing Director for DeVries Global, a New York based global public relations and communications firm specializing in premium brands. In this role, she oversees the company’s operations and strategic initiatives across the region. She’s had the privilege of partnering with iconic Procter & Gamble brands including Olay, Crest, Pantene, Tide, Secret and SK-II and a range of others including Wella Professionals, Milk Makeup, Conair, Sephora, FILA, Mattel, Sherwin Williams, Ecco Domani, IHOP, Celebrity Cruises, Gap Inc and Merz Aesthetics. She also recently took over Managing Director responsibilities for IPG sister agency, The Brooklyn Brothers – a fast-moving creative boutique that blurs the boundaries of social media, entertainment and culture.
She has led DeVries Global to PR Week Small Agency of the Year twice in the past four years and has been named PR News Top Women in PR.
11 June | 10:30-11:30 a.m.
Generations Exposed: Unexpected Insights Into the People You Work With
In today’s workplace, it’s not uncommon to find all five generations working side by side — traditionalists, Baby Boomers, Gen X, Millennials and the emerging Gen Z. Each group brings its own quirks, values and work styles, creating both surprising opportunities and unexpected challenges. Without strategies to bridge these generational differences, organizations risk conflict, inefficiency and even the loss of future talent. In this dynamic presentation, you’ll discover what truly drives each generation, explore eye-opening strategies to bridge the gaps and learn how to turn generational diversity into your workplace superpower. Whether you’re motivating a 20-something new hire or collaborating with a seasoned pro, this session will equip you with the tools to connect, communicate and lead with confidence. Get ready to see your workplace and your colleagues, in a whole new light!
Merge Gupta-Sunderji
Merge Gupta-Sunderji turns managers into leaders. A highly-respected leadership expert and columnist, Merge gives people specific and practical tools to achieve leadership and communication success. Over 94,000 managers in twenty-nine countries have attended her fun, content-rich keynotes and facilitated workshops.
A leader at one of Canada’s premier oil and gas companies and a board leader at a Credit Union for a combined total of over 17 years, Merge offers a unique blend of realism and humor that consistently engages and entertains her audiences. She is called upon frequently to individually mentor high-potential leaders in a variety of organizations.
Previously, she was the well-known voice behind the national CBC radio column The Softer Side of Business. She’s an award-winning published author, writing for many well-known organizations and publications, including the very popular Merge’s Monthly Mega Minute, and a regular monthly column in The Globe & Mail, Canada’s most respected and widely-circulated national newspaper.
Her first book titled "Why Does the Lobster Cast Off Its Shell?" is now in its third edition, and her last book "Generations Exposed – Unexpected Insights Into the People You Work With" is in its second printing.