(For AWPS Trustees and their companions)

(For AWPS Trustees)

A continental breakfast will be available at 8:00 a.m.

(For AWPS and IPR Trustees)

(For IPR Trustees)

William G. Margaritis, Senior Vice President Global Communications and Investor Relations, FedEx Corporation and Chairman, Arthur W. Page Society

Introduction to “Culture as a Competitive Advantage”

Sandra Macleod, Group Chief Executive Officer, Echo Research,
Chair, 2010 Annual Conference and Trustee, Arthur W. Page Society

Gary Sheffer, Vice President, Communications and Public
Affairs, General Electric; Co-Chair, 2010 Annual Conference
and Trustee, Arthur W. Page Society

BP’s disaster in the Gulf has the potential to offer important lessons for all chief communications officers. This panel will provide deep insight into the most pressing questions surrounding this issue, such as: What role did BP’s culture play in the way this crisis began and unfolded? What was the optimal role for the company to play, given that so many organizations from private entities to government offices were involved? What were the strengths and weaknesses of the company’s on-the-ground crisis management? And how do companies in crisis move forward and rebuild trust and confidence among stakeholders?

Moderator

Bob Feldman, Principal, PulsePoint Group

Speakers

Anne Thompson, Chief Environmental Affairs Correspondent,
NBC News

Eric Dezenhall, Chief Executive Officer, Dezenhall Resources, Ltd.

(for all AWPS members who are attending their first Annual Conference, honorary members and Board of Trustees)

Welcome, Introduction & Presentation of Awards

William G. Margaritis, Senior Vice President Global Communications and Investor Relations, FedEx Corporation and Chairman, Arthur W. Page Society

Opening Remarks

Sandra Macleod, Group Chief Executive Officer, Echo Research,
Chair, 2010 Annual Conference and Trustee, Arthur W. Page Society

One of America’s most experienced and sought-after communications
and political consultants, Frank Luntz has spent the last decade conducting
more than 2,000 surveys, focus groups, and ad tests across two dozen countries
and four continents. This session features commentary from Luntz on the
pulse of the political and societal issues and trends facing the country today.
Luntz will link these trends back to the corporate world with compelling
data points and insights.

Introduction

William G. Margaritis, Senior Vice President Global Communications and Investor Relations, FedEx Corporation and Chairman, Arthur W. Page Society

Speaker

Dr. Frank Luntz, Pollster, Consultant and Author

Communication touches every corner of the enterprise, and
the chief communications officer must often reconcile the
competing imperatives of other key functional areas.
Stakeholders, internal or external, expect the
corporation to speak with a single voice that reflects its core
values, its central mission and its abiding culture. Achieving
internal alignment – meeting the needs of internal clients while
safeguarding the corporate brand, values and reputation – is
the hallmark of the successful CCO. The panel will explore
how potential conflict can become effective collaboration, with
the CCO providing the essential leadership to make it happen.

Moderator

Maril MacDonald, Chief Executive Officer, Gagen MacDonald and Past President, Board of Trustees, Arthur W. Page Society

Panelists

Jack Bergen, Vice President, Global Human Resources, Alcoa

Mario Leone, Executive Vice President & Chief Information Officer,
Ingram Micro

Consistently recognized among Fortune’s “Most Admired
Companies,” Southwest Airlines is a remarkable leader – not only in
delivering safe, reliable, competitive air transportation, but also for a
genuine devotion to its employees. It’s a phenomenon that
cultivates relationships that are more like family than business, and
provides the foundation for the company’s legendary customer service.
Southwest CEO Gary Kelly shares his leadership experiences in what
may be best termed a counter-ideology of the CEO stereotype: focusing
on the “Triple Bottom Line,” the inseparable connection between
people, performance and, ultimately, profits. Then Southwest’s Senior
VP Culture and Communications will discuss how a well-defined,
thriving culture is integral to the success equation in a highly-competitive,
service-driven industry. This is an up-close opportunity to gain insight
into what brings Southwest Airlines’ culture to life.

Introduction

Rich Jernstedt, Executive Vice President and Senior Partner, Fleishman-Hillard; member, Annual Conference Planning Committee; and Trustee, Arthur W. Page Society

CEO Speaker

Gary Kelly, Chairman, President and CEO, Southwest Airlines

Speaker

Ginger Hardage, Senior Vice President, Culture and Communications,
Southwest Airlines

Meet and greet the newest members of the Society. The 2010 Annual Business Meeting will include updates on all key initiatives and strategies for the upcoming year.

Facilitator

Julia Hood, President, Arthur W. Page Society

Overseeing the McKinsey Global Institute and the firm’s
communications, including the McKinsey Quarterly, Lenny
Mendonca has a unique take on the most difficult management
challenges facing CEOs today. The key is understanding those
trends shaping the business landscape of the next ten years, knowing
what is required for staying ahead of increasingly complex social
issues and rising stakeholder expectations, while noting the
importance of communications in a multi-cultural world. These
themes were underscored in a recent study, “Shaping the Future:
Solving Social Problems through Business Strategy.” In this session,
Mendonca will detail the trends and offer guidance for building these
strategies, informed by interviews with CEOs, senior management
teams, McKinsey experts, economists and other thought leaders.

Introduction

Sandra Macleod, Group Chief Executive Officer, Echo Research, Chair, 2010 Annual Conference and Trustee, Arthur W. Page Society

Speaker

Lenny Mendonca, Chairman, McKinsey Global Institute and Director,
McKinsey & Company, Inc.

The next generation of CCOs understand their role as
curators of culture and feel empowered to help drive a
unified and healthy “ecosystem” of values across
their organizations. They also understand the unique
value that communications can deliver in this area. However
they have questions about this role as their careers advance
and their responsibilities grow:

• Do they have the training and skills to serve as a

  cultural leader?

• What defines and identifies the key aspects of a culture?
• What unique tools and capabilities are needed to succeed?

This panel will provide a terrific opportunity to learn from tomorrow’s leaders.

Moderator

Tom Martin, Executive-in-Residence, College of Charleston,
Trustee, Arthur W. Page Society and Chair of Future Leaders Task Force

Future Leaders Panelists

Ben Atkins, Head of News and Social Media Communications,
Novartis Pharmaceuticals AG

Ron DeFeo, Senior Director, Corporate Communications, The Home Depot

Jill Feldon LaNouette, Vice President, Internal Communications,
Cardinal Health

Jenny Galitz McTighe, Director, External Communications,
IBM Research

Craig Rothenberg, Vice President, Corporate Communication,
Johnson & Johnson

Speaker

Gary Sheffer, Vice President, Communications and Public
Affairs, General Electric; Co-Chair, 2010 Annual Conference
and Trustee, Arthur W. Page Society

Facebook has transformed the way we live our lives,
allowing individuals to forge new relationships, rekindle
old connections, and take part in powerful word-of-mouth
consumer influence. Every day, 60 million people update
their status on Facebook, and the site even beats Google in
weekly traffic. Jonathan Ehrlich, director of marketing
at Facebook, is at the forefront of helping companies begin to
understand how to exploit the opportunities of this dynamic
platform. He will share insight into latest trends, best practices
of how Facebook should be utilized, how it should never be
utilized, and where this is all going.

Speaker

Jonathan Ehrlich, Director of Marketing, Facebook

Some 1.7 billion people are online today, about 80 percent watch
online videos, and more than 60 percent are active in social networks.
Many c-suites are terrified by the power of social media. But just as
many are excited by the new opportunities these platforms present -
the power to know instantaneously what customers are thinking, to
discover new product ideas from consumers and employees, and to
foster collaboration. This panel of communications and social media
leaders at major brands will share real examples of how they are using
social media to engage customers and employees. Panelists will also
take on some of today’s most hotly debated social media questions and
new opportunities to come.

Introduction

Diane Gage Lofgren, Senior Vice President, Brand Strategy, Communications & Public Relations, Kaiser Foundation Health Plan, Inc. and member, Annual Conference Planning Committee

Moderator

Paul Walker, Principal, PulsePoint Group

Panelists

Holly Potter, Vice President, Public Relations, Kaiser Permanente

Morgan Johnston, Manager-Corporate Communications, Jet Blue Airways

Founded in 1986, the Disney Institute helps business leaders
harness the lessons of the global Disney phenomenon and
bring new thinking and strategy into their own organizations.
George Aguel, Senior Vice President of The Disney Institute,
will share lessons on “the business behind the magic,” with a
particular emphasis on mobilizing the GenY workforce that is
working its way up the corporate leadership ranks. The focus
will be on connecting with GenY and others across the business
to herald in a new era of leadership, energy and success, to help
chart a new course for communication strategies ahead.

Introduction

Zenia Mucha, Executive Vice President, Corporate Communications, The Walt Disney Company

Speaker

George Aguel, Senior Vice President, The Disney Institute

Sally Benjamin Young, Vice President, Communications,
Lundbeck, Inc.

Closing Remarks & Meeting Close

Sandra Macleod, Group Chief Executive Officer, Echo Research,
Chair, 2010 Annual Conference and Trustee, Arthur W. Page Society

Join your colleagues for a member-to-member networking buffet
luncheon featuring discussion leaders. Each table will be
facilitated by a discussion leader with critical insights
on topical issues.
To sign up for this, click here.

Putting Culture to Work

Lessons learned from our storytelling project: a discussion about how great companies leverage and benefit from a strong culture enabling them to overcome challenges and take advantage of opportunities.

Discussion Leader

Jason Dressel, Vice President and Managing Director, The History Factory

Social Media with Members of the Social Media Panel

On some days it seems like social media is where communications, marketing and customer care collide! So how do we turn potential collisions into productive collaborations? We’ll share “best practices” and stories about what works… and what doesn’t.

Discussion Leader

Diane Gage Lofgren, Senior Vice President, Brand Strategy, Communications & Public Relations, Kaiser Foundation Health Plan, Inc. and member, Annual Conference Planning Committee

Culture and Internal Alignment

This group will explore how leaders can align their organizations through culture and values to create the thinking, beliefs and behaviors that achieve extraordinary results. We’ll also share ideas, lessons learned, and examples of how communication led the transformation.

Discussion Leader

Maril MacDonald, Chief Executive Officer, Gagen MacDonald,
and Past President, Board of Trustees, Arthur W. Page Society

Trust and Sustainability

What is the track record of corporates on trust and sustainability, and how committed are they to addressing these in the new streamlined economy? Has anything changed beyond the ‘green wash’ and is there a ‘burning platform’ to help drive real change? What role and impact culture and communications? Share current perspectives and insights from a global study in this area.

Discussion Leader

Sandra Macleod, Group Chief Executive Officer, Echo Research,
Chair, 2010 Annual Conference and Trustee, Arthur W. Page Society

Developing Tomorrow’s Leaders with Members of the Future Leaders Panel

Members of the next generation–panelists from the Future Leaders Experience–will share best practices in developing the knowledge, skills and ability of high potential communication leaders. The discussion will focus on what Gen X and Millennials are seeking and expecting from their organizations.

Discussion Leader

Tom Martin, Executive-in-Residence, College of Charleston, Trustee, Arthur W. Page Society and Chair of Future Leaders Task Force

Discussion Leader

Aedhmar Hynes, CEO, Text 100, and Trustee, Arthur W. Page Society

The Future of The Web

Who would have thought that two decades since its birth, the world
wide web is in decline. It appears that digital natives are looking for
simpler, sleeker services (the mobile app phenomena) and are less
interested in searching and browsing. As the lines between traditional
media and social media begin to blur, what are the implications for
communications and how do we stay one step ahead of these changes?
Join our debate on WWW versus internet and how big business is
impacting the future.