🎥 Summit on Tour London: Intelligence to Impact - The Evolving Role of Corporate Communications

In a crowded, ad-blocking world, earned media is becoming the way brands break through, by giving communities a reason to talk about them. In this session, two communications leaders share how they’ve rebuilt their approach around culture and community, and how they’re measuring the business impact.

You’ll learn how to:

• Plan with earned first: Bring earned into planning from day one and write cultural insights into the creative brief, rather than “PR-ing the ad” at the end.
• Think communities, not audiences: Demographics flatten people. Find the communities that influence your category, listen to what they care about, and give them a reason to speak on your behalf.
• Build movements, not moments: Use a global spine with local soul, giving markets a framework and the freedom to adapt it to their own culture.
• Measure actual reach and business outcomes: Move beyond inflated impressions to who really saw the work, how communities reacted, and what it did for the business, including exposure in podcasts, Reddit, and LLMs.

Along the way, they share campaigns including Pedigree Caramelo in Brazil, Sheba’s “Ignore to Adore,” Whiskas in Thailand and the UK, and M&M’s Cerulean pack. The session closes with a Q&A on getting risk-averse stakeholders on board, balancing earned and paid, and keeping a global strategy coordinated.

🎤 Your speakers

Anthony Guerrieri
Global Vice President, Corporate Affairs, Mars

Jessica Dyas
Managing Director, Consumer, Weber Shandwick