The Media Alliance | Media CSR Seminars

Media CSR Seminars

Tuesday 7 Ma y 2013: The Foreign Correspondents’ Club, Hong Kong

Wednesday 8 May 2013: The Chamber, The Arts House At The Old Parliament, Singapore

CSR Asia and The Media Alliance are organizing a series of one-day seminars on ‘The CSR practices and policies of the Media, Advertising and Entertainment Sectors in Asia’. The events will examine best policies and practices of media companies in giving visibility to social, humanitarian, environmental and sustainable development issues through programming content and social issue and public service advertising.

The seminars will look at examples of institutionalized practices and policies of CSR in companies in the running of their technical and administrative operations, such as through efforts to be carbon neutral, in supporting educational initiatives and in supporting national and community emergency and disaster response systems. Representatives from the areas of Media, Advertising and Entertainment will discuss whether these sectors fulfill their roles when it comes to accurately and unbiasedly improving the public’s understanding of sustainable development issues including health, education, environment and sustainable economic development. And what additional roles can these sectors deliver and how do they demonstrate CSR themselves?

The events will also serve as a platform for the collection of best practices and lessons learned for submission to a new global initiative by the World Economic Forum (WEF) and US-based Ad Council, titled ‘Creative For Good’ – an online resource for best practices of effective campaigns addressing social issues. The initiative is designed to increase the dialogue on social issue advertising and to identify the number and effectiveness of such campaigns worldwide.

Hong Kong Programme

8:30am – Registration

9:00am – Introduction

Media companies can be more than just entities that provide products and services. They have the potential to be vehicles and mediums for positive change among the audiences they reach & as a result of their own values and commitment to a more sustainable future. Media companies have the power to educate, and shift minds and hearts on key social and environmental issues that can lead to lasting change, not only through their content and programming, but also through their operating practices. This includes policies around transparency and accountability, editorial policies, public service announcements and campaigns that promote sustainability or social responsibility. At a time when corporations are increasingly held accountable and at a time when CSR is good practice for business, what are the CSR practices and polices of the Media, Advertising and Entertainment Sectors in Asia? Why is this sector relevant to us all?

Mara Chiorean, Country Director, CSR Asia
9:15am – Setting the Scene:

The Role of Media in Sustainable Development & Building Critical Mass Awareness through Multi-Sector Partnerships with (1) Development Agencies, Multi-lateral Institutions and NGOs; (2) the Media, Advertising and Entertainment Sector; and (3) Private-sector corporations. How do they and can they work together to address sustainability and benefit the CSR of the private-sector?

Craig Hobbs, CEO and Managing Director, The Media Alliance
9:30am – Session 1: Advertising & The Role and Responsibility of Agencies

Advertising is a US$450 billion a year industry. And that’s before the revenue from merchandise sales are factored in. But of that figure, less than 1% is spent on social advertising. And yet advertising shapes the consumption, values and behaviors of billions of consumers, fueling the consumption cycles of natural resources and the generation of vast amounts of waste. The advertising industry is believed to be an enabler of the cycle of consumption and waste. So, what is the corporate social responsibility of the advertising sector? Illustrating his talk with campaigns that have made real impact, our keynote speaker explains the role agencies can play, and shows how they demonstrate CSR themselves.

KEYNOTE PRESENTATION: Kunal Sinha, Chief Knowledge Officer, Ogilvy China, & Regional Cultural Insights Director, Ogilvy & Mather Asia Pacific

(Moderator: Mara Chiorean, Country Director, CSR Asia)
10:30am – Coffee Break

11:00am – Session 2: Media Campaigns & Social Issue Advertising

On the one hand, it’s easy for media companies to apply core competencies to CSR. They are in the best possible position to reach mass audiences and promote social issue awareness. And many of them often do. What are some of the best and most effective campaigns currently running, initiated and led by the media companies off their own backs, without prompting from third parties? And what type of campaigns initiated by NGOs and multi-laterals are media companies likely to support?

FEATURE PRESENTATION: Chris Dwyer, Vice-President, Communications, CNN Asia Pacific – ‘The CNN Freedom Project’
Craig Hobbs, CEO and Managing Director, The Media Alliance – The ‘Redraw The Line’ Climate Change Awareness campaign
(Moderator: James Ross, CEO, Lightning International)

12:00 noon – Session 3: Media and Advertising Companies & Core Competencies, Sustainable Development, Public Sector and Civil Society

It’s not all about media space and content. Media, Advertising and Entertainment companies have other core competencies that lend to sustainability. From providing emergency warning systems for natural disasters and national security, to enhancing electronic communications in reducing carbon emissions and the consumption of natural resources, to protecting the rights of journalists and the transparency and accountability of both public and private sector. What role do media and advertising companies deliver on CSR through their core competencies other serving as the mouthpiece for their own causes and those of third parties?

Nic van Zwanenberg, International Media Consultant and former Senior Director, Affiliate and Multimedia Sales, ESPN STAR Sports and former Regional Director, BBC Worldwide Channels Asia
Jace Lai-ngar Au, Head, Public Affairs Unit, RTHK (Radio Television Hong Kong) – ‘CIBS: Engaging Civil Society to Enhance Community Involvement’
Tan Rahman, Head of Digital, OMD Hong Kong
(Moderator: David Astley, Executive Chairman, The Media Alliance)

1:00pm – Networking Lunch

2:00pm – Session 4: Partnering with Media, Advertising and Entertainment & Examples from the private sector

Many companies have employed tactics to reflect sensitivity to cultural, social, religious and racial diversity, environmental preservation, gender equality and other issues. From Benneton to Body Shop to Nike, these companies have positioned themselves as beacons of progressive ideals. But to what extent are these marketing tactics genuine reflections of the corporate culture and not merely â€˜blue-washing’ or â€˜green-washing’? We hear from corporate representatives on these communications and marketing tactics, the role of environmental social governance and risk management, the use of sustainability reports in assessing corporate performance, and the role of business associations in promoting awareness of sustainable development issues.

Sean Rach, Regional Director, Brand & Corporate Affairs, Prudential Corporation Asia
Genevieve Hilton, Regional Head of External Communications, BASF Asia Pacific
Jeremy Prepscius, Vice President, Asia Pacific, BSR (Business for Social Responsibility)
Robert Grieves, Chairman, Hamilton Advisors Limited and CSR Committee Chairman, American Chamber of Commerce in Hong Kong
Rachel Fleishman, Director, Climate Change Business Forum (CCBF), Business Environment Council, Hong Kong
(Moderator: Mara Chiorean, Country Director, CSR Asia)

3:30pm – Coffee Break

4:00pm – Session 5: Media Companies & Responsible Reporting

It is also the media’s corporate social responsibility to accurately report social and sustainable development issues in a balanced, informed manner in such a way that stakeholders are not unfairly misrepresented. What are the opportunities for private-sector companies to work with media in CSR?

Francis Moriarty, Senior Reporter, RTHK (Radio Television Hong Kong)
Andrew Wood, Broadcaster and freelance journalist
(Moderator: James Ross, CEO, Lightning International)

4:45pm – Closing Comments

Singapore Programme

8:30am – Registration

9:00am – Introduction:

Erin Lyon, Executive Director, CSR Asia
9:15 am – Setting the Scene:

Craig Hobbs, CEO and Managing Director, The Media Alliance
9:30am – Session 1: Advertising & The Role and Responsibility of Agencies

Advertising is a US$450 billion a year industry – and PR adds about another US$25 billion to that figure. And that’s before the revenue from merchandise sales are factored in. But of that figure, less than 1% is spent on social advertising. And yet advertising shapes the consumption, values and behaviors of billions of consumers, fueling the consumption cycles of natural resources and the generation of vast amounts of waste. The advertising and PR industry is an enabler of the cycle of consumption and waste. So, what is the corporate social responsibility of the advertising and PR sectors? What roles do they deliver and how do they demonstrate CSR themselves?

Marie Gruy, Managing Partner, PHD Singapore (Omnicom Group)
Vivien Foo, Account Director, DDB Group Worldwide
(Moderator: James Ross, CEO, Lightning International)
10:30am – Coffee Break

11:00am – Session 2: Media Campaigns & Social Issue Advertising

On the one hand, it’s easy for media companies to apply core competencies to CSR. They are in the best possible position to reach mass audiences and promote social issue awareness. And many of them often do. What are some of the best and most effective campaigns currently being supported by media companies, and what type of campaigns initiated by NGOs and multi-laterals are media companies likely to support? What are the secrets to establishing partnerships with media to achieve maximum audience reach and the private sector for funding support?

Andrew Thomas, Managing Director, Ogilvy PR Singapore
Craig Hobbs, CEO and Managing Director, The Media Alliance – The ‘Redraw The Line’ Climate Change Awareness campaign
(Moderator: Erin Lyon, Executive Director, CSR Asia)

12:00 noon – Session 3: Media and Advertising Companies & Core Competencies, Sustainable Development, Public Sector and Civil Society

Andrew Bryson, Regional Director of Sustainability, Saatchi & Saatchi
Ken Hickson, Chairman/CEO, Sustain Ability Showcase Asia (SASA)
John Kerr, Managing Director, Asia, Zeno Group
(Moderator: David Astley, Executive Chairman, The Media Alliance)

1:00pm – Networking Lunch

2:00pm – Session 4: Partnering with Media, Advertising and Entertainment & Examples from the private sector

Kristina Strunz, APAC Brand & Values Director, The Body Shop
Graham Owens, Director, Climate Change and Sustainability, KPMG Singapore
Kristine Go, Global Brand Manager for Lifebuoy, Unilever
Georgette Tan, Group Head, Communications, Asia/Pacific, Middle East and Africa, MasterCard
(Moderator: Erin Lyon, Executive Director, CSR Asia)

3:15pm – Coffee Break

3:45pm – Session 5: Partnering with Media, Advertising and Entertainment & Examples from the public sector and civil society & MLIs, NGOs, CSOs

Social issue advertising and communication for development are crucial activities for development agencies, multi-lateral institutions, non-governmental and civil society organizations. But they often lack budgets and are limited in the extent to which they can sustain audience outreach. Collaboration with media companies, advertising agencies and private sector CSR are measures employed to build visibility of sustainable development issues.

Andy Ridley, CEO, Earth Hour – ‘WWF’s Earth Hour and its partners’
Rebecca Lim, Director, Communications, Singapore International Foundation
Fahreza Hidayat, Partnerships Manager – Asia Pacific, NEXUS Carbon4development
Damon Yong, Director (Partnerships Development), Singapore Environment Council
(Moderator: Martin Hadlow, Secretary-General, AMIC)

5:00pm – Session 6: Media Companies & Responsible Reporting

Augustine Anthuvan, Editor, International Desk, Channel News Asia
Martin Hadlow, Secretary-General, Asian Media Information and Communication Centre (AMIC)
Robert Chua, Chairman & Founder, Health & Lifestyle Channel
(Moderator: James Ross, CEO, Lightning International)

6:00pm – Closing Comments

Media Sector Partners

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Advertising Sector Partners

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Regional News Distribution Partners

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Non-Governmental And Multilateral Partners

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Corporate And Private Sector Partners

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