PRovokeEMEA22 will seek to generate inspiring discussions on the future of marketing and communications, featuring next level speakers from the corporate and agency worlds.

27 May, 2022 (UK Time)


09:00 - 09:10
Welcome & Introduction
09:10 - 09:55
Confronting the racial pay gap in Influencer marketing Keynote
MSL UK will be kicking off the PRovoke EMEA summit with a keynote panel conversation around pay gaps in the Influencer Marketing space. MSL is currently spearheading a UK research study to uncover influencer pays gaps, following ground-breaking research into the racial pay gap in America.  The US research shockingly showed that the pay gap between white and black influencers was 35%, the most significant racial pay gap in any industry in North America. 

What will the UK pay gap data show us? 
What can we learn from the data and what can we do to move the industry forward
09:55 - 10:25
Not just a numbers game: Why DE&I reports could be part of the diversity problem

In recent years, PR agencies and in-house teams have been especially committed to recruiting and retaining a diverse workforce, and the advent of DE&I reporting seemed like the perfect tool to support these efforts. However, could DE&I reports be part of the problem holding agencies and in-house teams back when it comes to the lack of diversity? In this session, members of The Xec. leadership scheme, the first for UK-based Black, Asian, mixed race and ethnic minority PR and comms professionals, discuss the flaws in how DE&I progress is currently reported and suggest how agencies and businesses can improve reports by focusing on employees’ lived experience as much as the numbers.

10:25 - 10:55
Measuring Trust: A Prerequisite to long-term business and societal wellbeing

Measuring Trust: A Prerequisite to long-term business and societal wellbeing” uncovers the unique and vital contribution that trust makes to driving company and brand health and why trust is increasingly becoming a C-suite imperative.

Head of Edelman DXI EMEA, Toby Gunton will demonstrate how and why a deep understanding of trust capital is fundamental to developing a strategic view of how organisations are perceived in the world and how the dimensions of trust can be applied to drive long-term business and societal resilience and wellbeing.

10:55 - 11:15
Networking Break
11:15 - 11:45
How inclusive is your agency, really?

The PR industry is making progress on diversity but still has a long way to go in being representative. Diverse recruitment is only part of the DE&I equation, however, and doesn’t always translate to agencies being inclusive in a way that makes Black, Asian, mixed race and ethnic minority employees feel like they belong. In this session, members of The Xec. leadership scheme, the first for UK-based Black, Asian, mixed race and ethnic minority PR and comms pros, discuss the barriers to creating a diverse and inclusive agency, what an inclusive agency looks like, and what is actually needed from agency leaders in order to improve their organisational culture and achieve true DE&I.

11:45 - 12:15
Ukraine: What’s The Role of The Comms Advisor?

The Ukraine Communication Support Network (UCSN) was established by the PRCA and ICCO in March 2022 to coordinate volunteer communications activity in support of the people of Ukraine. Co-chaired by Nataliya Popovych and David Gallagher, the UCSN works with communications professionals around the world to organise and deliver pro-bono support for Ukrainians impacted by the war, and recently appointed 16 country leads to a sub-committee established to drive international support for the people of Ukraine. In this session, members of the network will examine the role communications professionals can play in supporting Ukraine as the war continues. 

12:15 - 12:45
Government Communications: Lessons Learned from the Pandemic
Claire Pimm, director of national resilience at the Cabinet Office, will talk about how the UK Government Communication Service’s response to Covid-19, and the communications lessons learned from dealing with a global public health crisis
12:45 - 12:50
PRovokeEMEA22 Closing
12:50 - 13:30
Lunch Break
13:30 - 14:00
IN2 SABRE Awards
14:00 - 14:05
IN2 SABRE Awards closing