Tuesday - 9 / 6 / 2026
Registration, networking & breakfast 🥐
Part A: Finding Meaning in Data
Beyond the Silo: It's Time to Measure What Actually Matters – Impact on your Audience
What will it be about?Many of us in this industry have spent years perfecting the art of measuring the wrong things. We built sophisticated, channel-by-channel frameworks PR metrics for PR, social metrics for social, influencer metrics for influencers. But we were confusing activity for impact. Worse, measuring each channel in isolation doesn't just limit your insight. It actively misleads you.
Today's audiences move fluidly across a vast and shifting constellation of sources forming opinions through podcasts, peer networks, newsletters, short-form video, and channels we may not even be tracking yet. They don't experience your communications one silo at a time. They absorb everything, synthesize it, and arrive at a single, powerful perception of your message or organization.
The most forward-thinking communications professionals are making a decisive shift: away from tool-based measurement and toward audience-based measurement. Instead of asking 'how did our content perform?' they're asking the harder, more important question: 'what do our target audiences now believe and did we move the needle?'
In this session, Katie will lay out a clear framework for measuring true communications impact across every touchpoint your audiences use, and in terms your leadership will find impossible to ignore.
At the end of the lecture, there will be a Q&A together with Magdalena Horánska from Newton Media.
Katie Delahaye Paine, aka The Measurement Queen, has been a pioneer in the field of communications research and measurement for more than three decades. In 2018 she was recently awarded the prestigious IPR Jack Felton Medal for Lifetime Achievement, an award given for lifetime contributions in the advancement of research, measurement and evaluation in public relations and corporate communication.
Katie has also been a leading promoter of standards in the public relations and social media measurement field. She is a founding member of the Institute for Public Relations Measurement Commission and contributed to the creation of the Barcelona Principles and the first standards of measurement for social media.
She founded three measurement companies, The Delahaye Group (now Cision) and KDPaine & Partners Inc. (now Carma) Her latest venture, Paine Publishing, consults with a broad range of organizations and non-profits to design and develop measurement programs, conduct research and train staff on measurement best practices. She also offers a series of 8 week training courses in all aspects of measurement. With literally hundreds of posts, ebooks and manuals, her website www.PainePublishing.com is `the industry’s most comprehensive source of information about best practices in communications measurement.
Her books, Measure What Matters (Wiley, March 2011) and Measuring Public Relationships (KDPaine & Partners, 2007) are considered must-reads for anyone tasked with measuring public relations and social media. Her latest book, written with Beth Kanter, Measuring the Networked Nonprofit: Using Data to Change the World, is the 2013 winner of the Terry McAdam Book Award.
Invisible (PR) Work Works
What will it be about?Komerční banka went through one of the most demanding digital transformations in the history of Czech banking, under constant scrutiny from clients, media, and the public. Communication had to be set up in a way that ensured key transformation moments would not disrupt the process or erode customer trust.
The final approach built on strong internal processes and carefully selected communication channels combined clarity in messaging with rapid response times. The result: negative publicity was kept below 1%.
This outcome reflects the work of a well-coordinated team and significant effort often invisible externally, yet crucial to ensuring that even challenging moments passed without damaging the brand or weakening client trust.
Tomáš Zavoral graduated from the Faculty of Mechanical Engineering at Brno University of Technology. He began his professional career in 2003 at Czech Radio as a Marketing and PR Manager. From March 2007, he spent three years working as a spokesperson for DIRECT Insurance.
In 2010, he moved to Česká pojišťovna, where he worked for four years as a spokesperson and later also as Director of Communications, responsible for all internal and external communication of the company. From April 2015 to June 2020, he served as Director of Communications at Raiffeisenbank.
After that, he spent two years at the PR agency Crest Communications, where, as a member of the board, he was responsible for clients in the banking, insurance, and investment sectors. He has been the Director of Communications at Komerční banka since December 2022.
Anatomy of the LinkedIn Ecosystem: How to Master the World’s Largest Professional Network
What will it be about?Most companies fail to fully leverage LinkedIn’s potential despite it being a platform where even in the Czech market, a single profile can achieve reach in the millions.
Through real case studies, I will show how to effectively balance company branding, micro-influencing, and precisely targeted advertising. Together, we will break down the content DNA of the 100 most influential Czech CEOs and define the trends currently shaping the market.
You’ll walk away with a clear roadmap for connecting all available channels into one synergistic ecosystem.
Jan is the co-founder of FUTURE SALES and a leading Czech expert in LinkedIn and B2B marketing. He helps companies and their leaders transform their digital footprint into measurable business results through data, technology, and unique know-how. In the past, he has worked with companies such as Česká spořitelna, O2, and Microsoft.
Together with his team, he is also behind the prestigious ranking of the TOP 100 most influential CEOs on LinkedIn, created in collaboration with CzechCrunch. Jan is a co-author of the first Czech book on Social Selling and the creator of the podcast Algoritmy vlivu.
Great Communication Drives Business Success
What will it be about?How much impact does communication have on business results? And what happens when it is integrated with marketing and guided by data instead of intuition?
We will explore concrete examples showing how effective collaboration between communication and marketing supported by rigorous data work can measurably influence a company’s business success.
We will focus on how well-structured communication strategies support growth, strengthen brands, and deliver real business outcomes.
The examples will be based on the experience of Seyfor, which has undergone a major shift in its communication and marketing approach over the past two years, becoming one of the most prominent players in the European IT market.
Zdeněk Jodas is the Commercial Director of Mediaboard for the Czech market, where he is responsible for developing the client portfolio and shaping the strategic direction of business activities.
He has long focused on connecting communication, marketing, and data analytics to maximize companies’ business performance. In his work, he emphasizes data-driven decision-making, measuring the impact of communication, and finding innovative approaches to driving brand growth and business results.
Daniel has over 25 years of experience in managing both B2B and B2C sales and marketing. At the beginning of his career, he spent 13 years in commercial and leadership roles in the media industry, including TV Nova and Regie Radio Music.
He later contributed to the development of new products and was part of the teams behind the launch of the Super.cz website, Erste Premier banking services, and the Zonky financial platform. He also spent two years developing business operations in Indonesia.
In recent years, he has served as Marketing Director for major brands such as Česká spořitelna, Home Credit, and AAA Auto. He is currently the CMO at the leading IT company Seyfor. He studied marketing at the University of Finance and Administration in Prague.
Coffee break ☕
Part B: People in the Age of Algorithms
Mediocrity Has a New Toy. Excellence Has a New Weapon.
What will it be about?It has never been easier to create something. And never harder to create something that truly matters.
Generative AI democratizes creation, increases efficiency, and saves time. At the same time, it floods the market with mediocrity: identical messages, identical taste, interchangeable brands. Algorithms are excellent at responding to immediate needs but far less capable of creating value people return to. Today’s win may mean nothing tomorrow.
What will be the real competitive advantage in the age of automation? The human being: their courage, humanity, and individuality.
She is the co-founder and co-owner of the Prague-based agency Triad, which she has led since its inception. In 2022, she left the agency to head marketing at Madmonq, but returned the following year and has since built a strong team there. She has been serving as President of the Association of Communication Agencies (AKA) for four years, where she is, among other things, the guarantor of the Fair Pitch initiative. She has also been a member of the Advisory Board of the #Holky z marketingu platform for more than three years.
Jako výkonná ředitelka Asociace komunikačních agentur (AKA) působí od listopadu loňského roku. Většinu svého profesního života pracovala jako novinářka zaměřující se na marketingovou komunikaci. V roce 2000 se podílela na vzniku týdeníku Marketing & Media, který od roku 2020 vedla v roli šéfredaktorky. Současně je také také hlavní editorkou českého vydání MIT Sloan Management Review a předsedkyní dozorčí rady Asociace společenské odpovědnosti.
Decision-Making Under Pressure
What will it be about?More technology, more options and less certainty than ever before.
Global agency Cheil, long-term marketing partner of Samsung, will present findings from the study Cheil AHEAD: Decision Ease 2026.
The study maps how technological complexity and digital overload are changing the way people make decisions today.
Why is trust replacing comparison?
Who relies on online discussions and who researches everything in detail?
You will also learn how many people already use AI as their primary source for purchase decisions, when technology makes choosing something new easier and when it drives people toward familiar, safe brands.
Come and hear sharp data and practical guidance on how to build brands that are easy to choose.
50 Shades of AI: Paranoia, Obsession, or Reality?
What will it be about?Artificial intelligence has profoundly shaken our ability to trust and thrown us into a state of digital delirium. People find themselves in a kind of “AI schizophrenia,” unsure of what to believe. Others blindly push AI into places where it causes more harm than good. Still others form unhealthy parasocial relationships with chatbots.
Where do we fit into this disrupted environment? Are we the last line of defense for common sense—or are we becoming part of the spectacle ourselves?
Let’s talk.
Boňa has over 10 years of experience in marketing across both companies and media, creative, and production agencies. As a strategist, she bridges business goals with market reality. She is a pragmatist focused on risk assessment and identifying new opportunities.
In the age of AI, she helps brands stay on course without losing their identity. She cuts through unnecessary noise and builds communication on solid data, common sense, and genuine consumer trust.
Marek has been working in marketing and media for more than 20 years. He believes that a good strategy only matters if it delivers real business impact—otherwise, it’s just a nice presentation.
Throughout his career, he has worked across digital, creative, and media agencies, leading business development, client services, and strategic planning. He has contributed to campaigns for major brands as well as fast-growing e-commerce players in the Czech Republic and Slovakia.
Today, as Strategy Director at WPP Media, he leads a strategic team and helps brands navigate an increasingly complex media landscape. He combines data, media, content, and human behavior insights into strategies that not only make sense but, more importantly, deliver results and drive growth.
The End of Shooting in the Dark: How GEO Defines a New Era of Communication Strategies
What will it be about?The presentation will focus on the new discipline of GEO (Generative Engine Optimization), which is replacing traditional SEO in the era of artificial intelligence. Language models (AI) assess corporate reputation more critically than search engines and place greater emphasis on the credibility of sources, such as official websites, media outlets, and expert articles.
The key to success lies in systematically managing the digital footprint and creating content that is understandable for both people and machines. Unlike social media, citations in authoritative media and on Wikipedia carry greater weight for AI models.
GEO thus represents a new standard for reputation management, where the focus shifts from mere traffic to brand visibility in direct responses generated by AI tools. This new discipline also requires new forms of communication measurement, which will be demonstrated through live examples.
Lucie Geislerová leads the International department at NEWTON Media. She specializes in solutions in the field of media monitoring and analysis, and actively follows the latest trends, especially in the context of artificial intelligence. At the Communication Summit, she will present the concept of measuring AI Visibility, which provides a data-driven foundation for successfully managing reputation in the GEO era.
Patrik Schober is the Managing Partner of the leading Czech PR agency PRAM Consulting. Over more than twenty years of leading his agency, he has focused on developing the reputation, expertise, and strategic value of PR in the Czech Republic and globally.
Patrik served as Chairman of Worldcom, a group of independent PR agencies, and is a former Chairman of the Czech Public Relations Association (APRA). He was named “PR Personality” by the Czech PR Club.
He lectures at universities and conferences around the world and has been organizing PR Brunch seminars for the past eleven years. He recently published a book on the future of PR titled “From Public Relations to Leadership.” The book has sold 3,000 copies worldwide so far.
Patrik lives in Prague with his wife and two daughters, and in his free time he enjoys running and mountaineering.
How to Bring Order and Humanity Back into Technological Chaos
What will it be about?The communication world is drowning in generic AI content. O2 deliberately chose the opposite path. Using AI, it returned to the roots of the brand and its strongest story.
Through two case studies, you will see how AI helped reconstruct one of the most iconic Czech commercials of the 1990s and how an AI grandmother became a viral safety product.
Both paths share one thing: a strong brand strategy that gives AI meaning and direction. Because AI without strategy is just more expensive chaos.
For more than seven years, he has led the marketing communications and brand department at O2, where he is responsible for communication strategy and the development of all ATL and BTL campaigns for both consumer and business segments.
Prior to that, he spent years focusing on digital performance marketing as well as the company’s social media communication. He holds a degree in sociology, which is one of the reasons why he strongly advocates for research and measurement in marketing
- Daniel Stach, Česká televize
- David Daneš, Brand and Marcomm Director, O2 Czech Republic
- Ondřej Křišťan, Creative Director, Free Andy Agency
- Věra Šídlová, Global Creative Thought Leadership Director, Kantar
- Jakub Petřina, Brand Strategy, PPF
Lunch 🍽️
Part C: A New Generation of Understanding
A Brand Should Be Itself, Regardless of the Target Audience
What will it be about?Generational differences are not the problem. The problem arises when brand communication stops being understandable across age groups.
Today, everyone wants to target Gen Z and Alpha. Yet real business still relies heavily on Generations Y and X.
In trying to be relevant to everyone, brands bend their communication, jump on trending topics, and gradually lose their own voice. Instead of clarity, fragmentation emerges. Instead of strategy, discussions revolve around which channels to use.
Using the example of Česká spořitelna, we will show that strong brands don’t build communication around generations but around a strong core: a clear stance, theme, and purpose that remain consistent.
What changes is not the essence but how we translate it for different people, situations, and contexts.
We live what we say. That’s why not one strategist but two will take the stage representing two different generations.
Tereza is a Senior Creative Strategist at VML with over five years of experience in brand communication. In her role, she leads campaigns for Česká spořitelna and Kaufland, combining strategic thinking with a passion for creativity to deliver real business impact while maintaining cultural relevance.
She believes communication is one of the most powerful tools we have, which is why she approaches it with respect and also applies its potential in the non-profit sector, for example through her work with the Czech Paralympic Committee.
Interestingly, she tends to ignore brands that try too hard to “talk to her” because very few of them get it right 🙂
Kristýna leads the strategy team at VML. She has over 15 years of experience in brand building, having worked in network agencies like DDB, a strategic boutique (YYY agency), as well as on the client side at Air Bank.
She enjoys not only shaping brand narratives but also helping bring them to life—embedding them into services and company culture. At home, she’s raising a member of Gen Alpha, exploring “brainrot” firsthand, while also remembering the days of dial-up internet and growing up without a mobile phone.
Sometimes she teaches, sometimes she learns from younger team members—because true strength lies in differences.
Creative Communication with Gen Z and Its Specifics
What will it be about?Gen Z doesn’t wait to be addressed by brands. If nothing grabs their attention instantly, they scroll on.
How do you create communication for an audience that hates advertising but loves strong ideas, emotions, and humor?
Michal Kramer from Tipsport will show why templates, universal insights, and “speaking their language” don’t work with younger audiences.
Expect discussion of courage, speed, authenticity and when it pays off for brands to let go of control.
Michal je zkušený lídr v oblasti marketingové komunikace s víc než dvacetiletou praxí ve strategickém marketingu, brand managementu a řízení integrovaných kampaní. Od roku 2022 je zodpovědný za marketingovou komunikaci ve skupině Tipsport, kde se věnuje tvorbě kampaní, péči o vizuální identitu společnosti i plánování mediálních aktivit. Odpovídá zároveň za marketingovou strategii a rozvoj značky Tipsport, která patří k nejvýraznějším hráčům na českém trhu. Aktuálně působí také v týmu pro inovaci a digitalizaci pobočkové sítě.
Během své kariéry vedl agenturní i interní týmy, realizoval komplexní komunikační projekty a spolupodílel se na tvorbě úspěšných kampaní pro přední značky jako Škoda Auto, Plzeňský Prazdroj, McDonald's či Mercedes-Benz. V agentuře Concept One pracoval na oceňovaných kampaních pro značky Radegast, Adidas, nebo Bohemia Chips.
RIC PIC: Presentation Contest – “Intergenerational (Mis)understanding”
What will it be about?RicPic is a cult presentation competition for communication professionals. You have seven minutes to clearly and engagingly present your perspective on the topic.
This year, we will explore which communication approaches work for different generations. Representatives of Gen Z, Millennials, and Boomers will take the stage.
The audience will decide which of the three finalists convinced them the most.
What If We’re Solving Generations in Marketing Unnecessarily?
What will it be about?How many times have you heard a presentation about how to target Gen Z?
And yet many campaigns still address the same human needs as they did ten or twenty years ago.
In this short talk, we will look at research on generational differences as well as Czech Effie-winning campaigns that succeeded without segmenting communication by generations.
We may find that for a strong brand, understanding enduring human needs matters more than constantly redefining generational categories.
Martin has been working in marketing for nearly 15 years. He has held various marketing roles at L’Oréal and Unilever, and today he leads marketing at GrandOptical.
He has long focused on marketing strategies that combine data and creativity to deliver real business growth. In both his work and his talks, he enjoys uncovering simple principles behind long-term successful campaigns.
Chaos Is Dead. Long Live Chaos!
What will it be about?We are conditioned to fear chaos. We see it as a problem, while order and processes represent solutions.
But what if it’s the other way around? What if chaos is not an obstacle on the path to impact—but the only terrain that can truly move us forward?
And what if our successes are not just the result of careful planning—but also of fortunate coincidence?
This closing keynote will turn your intuition upside down—and offer practical tips on how to stop merely surviving chaos and start leveraging it—for yourself and your brand.
A Head of Strategy and coach, fascinated by human behavior and passionate about helping both brands and individuals achieve their goals. She holds the prestigious IPA Brand Excellence Diploma from London and is a soon-to-be graduate of Sweden’s Hyper Island. She is currently fully immersed in further studies at the existentially oriented New School of Psychotherapy and Counselling.
Her talks are inspiring, sometimes provocative—and always encourage you to see things from a new perspective.