#ccc16 arla and the post-milk generation
TRANSCRIPT
![Page 1: #CCC16 ARLA and the post-milk generation](https://reader031.vdocument.in/reader031/viewer/2022030308/58edc40c1a28ab18138b46a5/html5/thumbnails/1.jpg)
COPENHAGEN
27-28
JANUARY 2016
![Page 2: #CCC16 ARLA and the post-milk generation](https://reader031.vdocument.in/reader031/viewer/2022030308/58edc40c1a28ab18138b46a5/html5/thumbnails/2.jpg)
WELCOME
![Page 3: #CCC16 ARLA and the post-milk generation](https://reader031.vdocument.in/reader031/viewer/2022030308/58edc40c1a28ab18138b46a5/html5/thumbnails/3.jpg)
ComCaseCompetition‘16 in collaboration with
ComCaseCompetition'16 is sponsored by
![Page 4: #CCC16 ARLA and the post-milk generation](https://reader031.vdocument.in/reader031/viewer/2022030308/58edc40c1a28ab18138b46a5/html5/thumbnails/4.jpg)
4.05 pm The case: ‘MILK’
Astrid Gade Nielsen, Vice President of Corporate Communications, Arla Foods
4.20 pm Approaching the case
4.30 pm Q&A with Arla Foods
4.50 pm ComCaseCompetition – why, what and how?
• The objectives of the competition
• What does it take to participate, what will you gain, how to reach the final
– and win
• Introduction of the jury and the evaluation criteria
• What do you need to know before enrolling?
5.20 pm Q&A about ComCaseCompetition
AGENDA
![Page 5: #CCC16 ARLA and the post-milk generation](https://reader031.vdocument.in/reader031/viewer/2022030308/58edc40c1a28ab18138b46a5/html5/thumbnails/5.jpg)
WHAT HAPPENED
LAST YEAR?
https://www.youtube.com/watch?v=KkGDMXM18lY
![Page 6: #CCC16 ARLA and the post-milk generation](https://reader031.vdocument.in/reader031/viewer/2022030308/58edc40c1a28ab18138b46a5/html5/thumbnails/6.jpg)
Astrid Gade Nielsen
Vice President of Corporate
Communications, Arla Foods
MILK
![Page 7: #CCC16 ARLA and the post-milk generation](https://reader031.vdocument.in/reader031/viewer/2022030308/58edc40c1a28ab18138b46a5/html5/thumbnails/7.jpg)
Arla Design Guide is found in the PowerPoint top menu. Click and find information on basic functions and usability. *Only Windows versions
Insert image as background - click the icon and choose image.
MILK The case
Astrid Gade Nielsen, VP, Corporate Comms, Nov 2015
![Page 8: #CCC16 ARLA and the post-milk generation](https://reader031.vdocument.in/reader031/viewer/2022030308/58edc40c1a28ab18138b46a5/html5/thumbnails/8.jpg)
![Page 9: #CCC16 ARLA and the post-milk generation](https://reader031.vdocument.in/reader031/viewer/2022030308/58edc40c1a28ab18138b46a5/html5/thumbnails/9.jpg)
27-11-2015 9
![Page 10: #CCC16 ARLA and the post-milk generation](https://reader031.vdocument.in/reader031/viewer/2022030308/58edc40c1a28ab18138b46a5/html5/thumbnails/10.jpg)
27 November 2015 10
![Page 11: #CCC16 ARLA and the post-milk generation](https://reader031.vdocument.in/reader031/viewer/2022030308/58edc40c1a28ab18138b46a5/html5/thumbnails/11.jpg)
![Page 12: #CCC16 ARLA and the post-milk generation](https://reader031.vdocument.in/reader031/viewer/2022030308/58edc40c1a28ab18138b46a5/html5/thumbnails/12.jpg)
![Page 13: #CCC16 ARLA and the post-milk generation](https://reader031.vdocument.in/reader031/viewer/2022030308/58edc40c1a28ab18138b46a5/html5/thumbnails/13.jpg)
![Page 14: #CCC16 ARLA and the post-milk generation](https://reader031.vdocument.in/reader031/viewer/2022030308/58edc40c1a28ab18138b46a5/html5/thumbnails/14.jpg)
![Page 15: #CCC16 ARLA and the post-milk generation](https://reader031.vdocument.in/reader031/viewer/2022030308/58edc40c1a28ab18138b46a5/html5/thumbnails/15.jpg)
27 November 2015 15
![Page 16: #CCC16 ARLA and the post-milk generation](https://reader031.vdocument.in/reader031/viewer/2022030308/58edc40c1a28ab18138b46a5/html5/thumbnails/16.jpg)
27 November 2015 16
![Page 17: #CCC16 ARLA and the post-milk generation](https://reader031.vdocument.in/reader031/viewer/2022030308/58edc40c1a28ab18138b46a5/html5/thumbnails/17.jpg)
REBRAND MILK
![Page 18: #CCC16 ARLA and the post-milk generation](https://reader031.vdocument.in/reader031/viewer/2022030308/58edc40c1a28ab18138b46a5/html5/thumbnails/18.jpg)
![Page 19: #CCC16 ARLA and the post-milk generation](https://reader031.vdocument.in/reader031/viewer/2022030308/58edc40c1a28ab18138b46a5/html5/thumbnails/19.jpg)
Karl-Heinz Pogner
Associate Professor, Ph.D., Copenhagen
Business School
Approaching the
case
![Page 20: #CCC16 ARLA and the post-milk generation](https://reader031.vdocument.in/reader031/viewer/2022030308/58edc40c1a28ab18138b46a5/html5/thumbnails/20.jpg)
COMMUNICATIONcasecompetition
Corporate / Organizational Communication
The new normal
Stakeholder communication
Branding
Issues management
Relationship building
new PR / PA ???
Pull society
ol
Approaching the
case
![Page 21: #CCC16 ARLA and the post-milk generation](https://reader031.vdocument.in/reader031/viewer/2022030308/58edc40c1a28ab18138b46a5/html5/thumbnails/21.jpg)
NETVÆRK
Technology < ---- > network of:
Users
Stakeholders
Media
Prosumer
Communication
The new normal …
counts also for ARLA
![Page 22: #CCC16 ARLA and the post-milk generation](https://reader031.vdocument.in/reader031/viewer/2022030308/58edc40c1a28ab18138b46a5/html5/thumbnails/22.jpg)
The new normal
New forms of stakeholder management / stakeholder communications Bye, bye control! One center? Many centers Organization in center?
Dynamic networks of networks
![Page 23: #CCC16 ARLA and the post-milk generation](https://reader031.vdocument.in/reader031/viewer/2022030308/58edc40c1a28ab18138b46a5/html5/thumbnails/23.jpg)
![Page 24: #CCC16 ARLA and the post-milk generation](https://reader031.vdocument.in/reader031/viewer/2022030308/58edc40c1a28ab18138b46a5/html5/thumbnails/24.jpg)
Stakeholders
![Page 25: #CCC16 ARLA and the post-milk generation](https://reader031.vdocument.in/reader031/viewer/2022030308/58edc40c1a28ab18138b46a5/html5/thumbnails/25.jpg)
Stakeholders
![Page 26: #CCC16 ARLA and the post-milk generation](https://reader031.vdocument.in/reader031/viewer/2022030308/58edc40c1a28ab18138b46a5/html5/thumbnails/26.jpg)
New stakeholder communication (PR) Network of stakeholders
![Page 27: #CCC16 ARLA and the post-milk generation](https://reader031.vdocument.in/reader031/viewer/2022030308/58edc40c1a28ab18138b46a5/html5/thumbnails/27.jpg)
Strategy
27
https://www.youtube.com/watch?v=qhbliUq0_r4
![Page 28: #CCC16 ARLA and the post-milk generation](https://reader031.vdocument.in/reader031/viewer/2022030308/58edc40c1a28ab18138b46a5/html5/thumbnails/28.jpg)
New stakeholder communication
• Dynamic networks of stakeholders
• Media convergence: analog and digital, APIs
• UGC, Prosumers, Procipients, Co-creators
• Digital, mobile, interactive, social media
• ”Embodied”
• (Open?) Agile Smart Data
• Community building & stakeholder communication
![Page 29: #CCC16 ARLA and the post-milk generation](https://reader031.vdocument.in/reader031/viewer/2022030308/58edc40c1a28ab18138b46a5/html5/thumbnails/29.jpg)
ComCaseCompetition’16:
ARLA
![Page 30: #CCC16 ARLA and the post-milk generation](https://reader031.vdocument.in/reader031/viewer/2022030308/58edc40c1a28ab18138b46a5/html5/thumbnails/30.jpg)
Torben Dan Pedersen
CEO, Danish Association of
Communication Professionals
Why & What
![Page 31: #CCC16 ARLA and the post-milk generation](https://reader031.vdocument.in/reader031/viewer/2022030308/58edc40c1a28ab18138b46a5/html5/thumbnails/31.jpg)
• Build bridges between the academic world and business
• Prepare you for the professional market and give your
profile a competitive edge
• Clarify your skills for employers
OBJECTIVES
![Page 32: #CCC16 ARLA and the post-milk generation](https://reader031.vdocument.in/reader031/viewer/2022030308/58edc40c1a28ab18138b46a5/html5/thumbnails/32.jpg)
• Work with a 24-hour deadline
• Use your knowledge, skills and experiences
• Build relationships with potential future employer – and
each other
• Get more insights into the business world and global
communication
• Be challenged and evaluated by a professional jury
PREPARE TO
![Page 33: #CCC16 ARLA and the post-milk generation](https://reader031.vdocument.in/reader031/viewer/2022030308/58edc40c1a28ab18138b46a5/html5/thumbnails/33.jpg)
ComCaseCompetition’16
27-28 January 2016
• 10 teams
• All 10 teams present their solution to
the jury
• Hard work and great fun
• 10 leading agencies as mentors
![Page 34: #CCC16 ARLA and the post-milk generation](https://reader031.vdocument.in/reader031/viewer/2022030308/58edc40c1a28ab18138b46a5/html5/thumbnails/34.jpg)
FINALS
JANUARY 28th
2015
Free public event from 3 pm to 6 pm
Meet the talents of tomorrow and hear the
recommendations for Arla Foods
Understand the challenges of international business
communication and see what it takes to win
ComCaseCompetition
![Page 35: #CCC16 ARLA and the post-milk generation](https://reader031.vdocument.in/reader031/viewer/2022030308/58edc40c1a28ab18138b46a5/html5/thumbnails/35.jpg)
WHAT IT TAKES 10 leading agencies
![Page 36: #CCC16 ARLA and the post-milk generation](https://reader031.vdocument.in/reader031/viewer/2022030308/58edc40c1a28ab18138b46a5/html5/thumbnails/36.jpg)
JURY & CRITERIA
Associate Professor,
Karl-Heinz Pogner,
Ph.D.
Copenhagen Business School
![Page 37: #CCC16 ARLA and the post-milk generation](https://reader031.vdocument.in/reader031/viewer/2022030308/58edc40c1a28ab18138b46a5/html5/thumbnails/37.jpg)
Vice President LINE AARSLAND Egmont
Senior Vice President KENTH KÆRHØG ISS World Services A/S
Associate Professor, Ph.D MATTHIAS BODE University of Southern Denmark
Chairman ASTRID HAUG Danish Association of Communication Professionals
Professor, Ph.D LARS THØGER CHRISTENSEN, Copenhagen Business School
Chairman CASPER VAHLGREN Young Communicators
THE JURY
Head of Jury Associate Professor, Ph.D ROBYN REMKE Lancaster University
Associate Professor, Ph.D KARL-HEINZ POGNER Copenhagen Business School
Director Corp. Comm. DENNIS KAYSEN Coloplast
![Page 38: #CCC16 ARLA and the post-milk generation](https://reader031.vdocument.in/reader031/viewer/2022030308/58edc40c1a28ab18138b46a5/html5/thumbnails/38.jpg)
EVALUATION CRITERIA
The participants should demonstrate their ability to
• Identify, analyse and solve a key problem
• Apply theories, models and key concepts to practical
communication in a solution oriented manner
• Design professional, innovative and creative - yet realistic -
communication strategies that are embedded in an organisational
context
• Reflect on how preconditions, chosen key concepts, methods and
theories impact on strengths, limitations and weaknesses of the
problem solution
• Communicate the results in an adequate, correct language in a
coherent, convincing presentation and discussion that meet
rhetorical, academic and professional standards
![Page 39: #CCC16 ARLA and the post-milk generation](https://reader031.vdocument.in/reader031/viewer/2022030308/58edc40c1a28ab18138b46a5/html5/thumbnails/39.jpg)
TEAM !
Skills & Competencies
Diversity
study program/S
university
gender
expertise, skills, capabilities
”home country”
MOTIVATION
Interest
Investigation
Why your team? USP!
Application
![Page 40: #CCC16 ARLA and the post-milk generation](https://reader031.vdocument.in/reader031/viewer/2022030308/58edc40c1a28ab18138b46a5/html5/thumbnails/40.jpg)
PRACTICAL
INFORMATION
Casper Vahlgren,
Chairman of Young Communicators
![Page 41: #CCC16 ARLA and the post-milk generation](https://reader031.vdocument.in/reader031/viewer/2022030308/58edc40c1a28ab18138b46a5/html5/thumbnails/41.jpg)
NEED TO KNOW
• Place: CBS - Solbjerg Plads
• Private workspace with access to internet and blackboards
• You should expect to be working almost non stop for 24
hours
• UngKom will be there both days 24/7 to help you and answer
any questions you might have
• We will provide food and snacks throughout the whole
competition
• You should bring:
• A sleeping bag
• Computer and charger (and a functioning USB key)
• Academic books – in order to combine theory and
practice
![Page 42: #CCC16 ARLA and the post-milk generation](https://reader031.vdocument.in/reader031/viewer/2022030308/58edc40c1a28ab18138b46a5/html5/thumbnails/42.jpg)
WHO CAN PARTICIPATE
• Graduate students within the field of communication
• 10 teams, max. 5 students on each team
• Students are encouraged to form cross-educational and
international teams
• Each team must send a short motivated application
together with CVs for each person in the team
• The prize for the winning team is a dinner with
representatives from Arla Foods’ top management team.
The winning team will also get a free DKF conference
• Participation is free
![Page 43: #CCC16 ARLA and the post-milk generation](https://reader031.vdocument.in/reader031/viewer/2022030308/58edc40c1a28ab18138b46a5/html5/thumbnails/43.jpg)
DEADLINE
Enroll your team before January 6th
2016
Send an e-mail to [email protected] with:
• A short motivated application
• CV for each person in the team
• Remember to mark the e-mail ‘ComCaseCompetition’16’
![Page 44: #CCC16 ARLA and the post-milk generation](https://reader031.vdocument.in/reader031/viewer/2022030308/58edc40c1a28ab18138b46a5/html5/thumbnails/44.jpg)
Follow ComCaseCompetition’16
For more information go to:
www.kommunikationsforening.dk/ccc
www.facebook.com/comcasecompetition
![Page 45: #CCC16 ARLA and the post-milk generation](https://reader031.vdocument.in/reader031/viewer/2022030308/58edc40c1a28ab18138b46a5/html5/thumbnails/45.jpg)
ComCaseCompetition’16
![Page 46: #CCC16 ARLA and the post-milk generation](https://reader031.vdocument.in/reader031/viewer/2022030308/58edc40c1a28ab18138b46a5/html5/thumbnails/46.jpg)
ComCaseCompetition‘16 in collaboration with
ComCaseCompetition'16 is sponsored by
THANK YOU