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The 47th PROI Worldwide Global Summit

by Paul McCaffrey, Director

Last week the great and the good of global PR network, the PROI assembled in Sydney for its annual PR summit. Over 90 PR practitioners from over 60 agencies got together to share best practice, case studies and new business over the six-day event.

Each year the summit focuses on a theme affecting the diverse mix of agencies, with this year’s being ‘The New World We Live In’.  The packed agenda comprised a host of topics from ‘Staff for the Agency of the Future’ an invaluable look at how to best harness PR talent, through to ‘Fake News’ in a post Brexit / Trump era. The session also saw us welcome nine new partner agencies from far flung destinations such as Bangkok and Jakarta.

My role as Global Chair for the Consumer Group within the PROI allows me to set the agenda for our quarterly global conference calls as well as for our annual Consumer Group Conference so over the course of the summit, I chatted to agency owners to find out what they want to get out of the group over the next twelve months. The consumer work is where I feel the most inspired and I hope that by sharing content and ideas with like-minded agencies we will be able to deliver the most inspiring campaigns for our clients.

One of my favourite sessions over the course of the summit is when agencies present their best content from over the last year. Each case study ensures that the audience is able to take away some kind of best practice learning. This year I presented brand experience ‘Call of the Wild’ we created for our long-term client Grosvenor Casinos. The animal masks and consumer engagement sparked a great deal of conversation amongst our partners!

Away from packed agenda the PROI ensures that it puts on magnificent dinners that allow members to socialise whilst taking in some of the most stunning views Sydney has to offer. It’s often in the evening when you get the chance to really catch up with partners in an informal way.

I knew the summit would be great, but dreaded the long flight and jet-lag that comes with such an arduous journey, but despite feeling slightly exhausted from the travel I have come away from the summit inspired and ready to go. Thank you, Sydney!