Program

 

3 November, 2025 (CST)

PROVOKE GLOBAL SUMMIT DAY 1

09:50 - 10:00
Welcome & Introduction
10:00 - 11:00
Platinum CEO Session
11:00 - 12:00
Platinum Session Keynote
Edelman
12:00 - 12:20
The GenAI Upside in Communications: Systematically Capturing Value
12:20 - 13:10
Lunch Break
13:10 - 14:10
From Analog to Agentic: The New Architecture of Crisis Management Keynote
When crisis strikes, communications teams race against algorithmic speed with analog tools. Today's crises are more complex than ever – shaped by cultural narratives that evolve in real-time across fragmented media landscapes, demanding responses that balance speed with cultural intelligence. New technology gives us the potential for a fundamentally different approach, with integrated workflows that can monitor threats, assess risk, and generate tailored response materials in real time. Through interactive audience participation, attendees will watch a crisis scenario unfold and see firsthand how new methods can transform crisis response from reactive scrambling into strategic orchestration at unprecedented speed and scale.
Weber Shandwick
14:10 - 14:55
Why Purpose Matters: Fueling Business With Meaning
Purpose has evolved from a corporate buzzword into a powerful business driver. During this conversation we you will hear about how weaving mission into the fabric of your company fuels innovation, strengthens customer trust, and unlocks new growth opportunities. We will also explore how aligning values with strategy isn’t just good for the world but will defining what's next in business. 
The Sway Effect
14:55 - 15:15
Networking Coffee Break
15:15 - 16:00
Gold Session
FINN Partners
16:00 - 16:20
The Next Mindset: From Human Imagination to AI Interpretation

The rise of generative AI has reshaped how brands are discovered, understood, and evaluated. In this session, Mike Houston, Partner and U.S. CEO of Lambert by LLYC, explores how marketers can navigate this new landscape—where algorithms, not audiences, increasingly define brand perception. He introduces “Machine Marketing,” a framework for training AI to understand and represent brands accurately, bridging human creativity and machine interpretation. Attendees will learn how to optimize brand visibility for large language models (LLMs), manage “answer engines,” and design content ecosystems that ensure AI says what you intend it to.

LLYC
16:20 - 16:40
Silver Session
Bully Pulpit International
16:40 - 16:45
2025 Global Summit Closing

3 November, 2025 (CST)

GLOBAL SABRE AWARDS

19:00 - 20:00
Global SABRE Awards Drinks Reception
20:00 - 22:15
Global SABRE Awards Ceremony

4 November, 2025 (CST)

PROVOKE/INSPIRE

08:40 - 09:40
Innovating with Purpose

The 2025 PRovoke Global Summit will introduce 'PRovoke/INspire', where a selection of our Global SABRE Awards winners will give short presentations on their winning campaigns on the morning of Tuesday, November 4.

PRovoke/Inspire will include 11 Global SABRE Award winner presentations running concurrently in separate breakout rooms from 8:40 - 9:40am

'Innovating with Purpose' will feature presentations from the following Global SABRE Award winning campaigns:

• Piece of Me with TBD

• Grasping at straws to save the environment with Michael Adams and Phillip McGowan

• Alzheimer's Intelligence with Justin Eure and Paige Robinson


See all Global SABRE winners here. Rankings will be unveiled during the Global SABRE Awards ceremony on the evening of Monday, November 3.

08:40 - 09:40
Causes and Creativity
The 2025 PRovoke Global Summit will introduce 'PRovoke/INspire', where a selection of our Global SABRE Awards winners will give short presentations on their winning campaigns on the morning of Tuesday, November 4.

PRovoke/Inspire will include 11 Global SABRE Award winner presentations running concurrently in separate breakout rooms from 8:40 - 9:40am

'Causes and Creativity' will feature presentations from the following Global SABRE Award winning campaigns:

• Sport Chek 'She Runs' with Eva Salem and Nina Kalos

• Killed Here with Jess Odonohoe, Lucy Baker, and Nikki Collins
 
• Saving Free Media in Poland with Jan Mróz and Sebastian Hejnowski

• Feeding in Gaza with Linda Roth and Nedra Pickler


See all Global SABRE winners here. Rankings will be unveiled during the Global SABRE Awards ceremony on the evening of Monday, November 3.
 
08:40 - 09:40
Culture, Community and Consumers

The 2025 PRovoke Global Summit will introduce 'PRovoke/INspire', where a selection of our Global SABRE Awards winners will give short presentations on their winning campaigns on the morning of Tuesday, November 4.

PRovoke/Inspire will include 11 Global SABRE Award winner presentations running concurrently in separate breakout rooms from 8:40 - 9:40am

'Culture, Community and Consumers' will feature presentations from the following Global SABRE Award winning campaigns:

• Love Your Lunch Day with Julie Poirier and Terri McBay

• Grubhub Special Delivery with Christopher Krautler and Shauna Brueggen

• Turbo Tax Undone with Ammie Matte and Josh Budd

• The last Coal-Fired power station with Lindsey Firth and Pauline Lawson


See all Global SABRE winners here. Rankings will be unveiled during the Global SABRE Awards ceremony on the evening of Monday, November 3.

 

 

4 November, 2025 (CST)

PROVOKE GLOBAL SUMMIT DAY 2

09:50 - 09:55
Welcome & Introduction
09:55 - 10:55
Unlocking Enterprise Value: The Power of Corporate Brand Keynote
While product brands capture consumer attention, a powerful corporate brand is the unsung hero of long-term value creation. Join Kristine Boyden, CEO, Americas, Burson, as she moderates a crucial conversation with Stacy Sharpe, Chief Communications Officer at Verizon and Amanda Glasgow, Chief Communications Officer of Logitech. This panel will illuminate the distinct yet interconnected roles of product brand and corporate brand, emphasizing the critical importance of building the "brand of the enterprise." With insights from both corporate and consumer-facing perspectives, our panelists will discuss how CCOs can effectively communicate this value to a multi-stakeholder audience (from investors to employees) and mitigate risks by proactively shaping reputation. Learn why a holistic approach to brand thinking is fundamental to success. 
Burson
10:55 - 11:15
The AI Advantage: 7 Moves Every PR Pro Should Make Before the End of the Year

AI isn’t coming for your job; it’s coming for your workflow. In this fast-paced session, Real Chemistry’s analytics leader will share seven practical, field-tested ways communications pros can start using AI today to work smarter, move faster, and future-proof their impact.

Forget the generic “use ChatGPT for meeting notes” advice. This session digs into the real, emerging edge of PR and marketing in the AI era- from optimizing brand content for machine audiences to building lightweight agents that surface insights before the next crisis hits. You’ll leave with actionable ideas you can apply immediately, plus a new understanding of how relationships, with both people and machines, will define the future of communications.

Real Chemistry
11:15 - 11:30
Networking Coffee Break
11:30 - 11:50
Silver Session
Sandpiper
11:50 - 12:35
In Conversation with the 2025 Young Changemaker Award Winners
We. Communications
12:35 - 13:25
Lunch Break
13:25 - 14:20
Win the Age of Rage: Perfect Your Fairness Playbook Keynote
Outrage is everywhere and trust in companies is at an all-time low. Simply "doing good" isn't enough to win people over anymore. Today, consumers and stakeholders are demanding something deeper: fairness they can actually feel. Join us for a crucial conversation that will unveil exclusive findings from new research, Beyond Rage: Why Fairness Is Your Only Way Forward. We don't just measure how angry people are. We dig into why they're so angry, and what that means for your business. We'll help you understand the mood of the moment and discuss concrete steps to make communications move from good to fair, what to change on your roadmap first and how to align leaders and teams to act with confidence when volatility is the new normal. Hear from leaders navigating these challenges and learn why fairness can be one critical advantage and how to turn today's challenges into tomorrow's advantage.
FleishmanHillard
14:20 - 15:05
Gold Session
Ketchum
15:05 - 15:20
Networking Coffee Break
15:20 - 16:05
How do we build trust in science after COVID
Nearly five years after COVID completely transformed the way people around the world think about their health, it’s become an uphill battle to break through the noise. The pandemic of mis- and disinformation is impacting our industry’s ability to connect with stakeholders around scientific advancements and empower them with accurate health information. And it’s creating a global public health cost that is much more than financial. In this session, leaders from across the health and wellness continuum will explore innovative strategies to rebuild consumer confidence, adapt to evolving expectations, and foster authentic connections in a continuously evolving landscape. Join us to discover actionable insights to navigate this new era.
Real Chemistry
16:05 - 16:25
AI Is the New Gatekeeper — and Communicators Are the New Architects of Trust

The next gatekeeper isn’t human. ChatGPT, Gemini, and Claude now curate what the world sees, believes, and buys. Never before has one technology both hosted information and decided what gets seen.  If you’re not visible to AI, you may not exist.

In this provocative talk, Omnicom PR Group’s Erin Lanuti challenges communicators to step into a new role — Narrative Engineers for the AI era. Discover how earned media teaches machines who to trust, how visibility inside AI search is reshaping reputation strategy, and the tangible steps brands must take to stay discoverable.
Because tomorrow’s leaders won’t just chase attention — they’ll design for trust.

16:25 - 17:05
Reputation, Risk and Resilience: It’s Time to Rethink Crisis and Reimagine Risk

As organisations of all kinds grapple with a world of flux and uncertainty, the 2025 Summit will close with a rallying cry for us to fundamentally rethink crisis and reimagine risk – centred on critical human infrastructure.

Internationally-renowned crisis communications expert, Rod Cartwright, will explore in depth today's complex, fast-moving risk environment and examine how we can best respond. Rod will lead us through the key findings - and practical recommendations - of the 2025 edition of his landmark, award-winning 'Reputation, Risk and Resilience’ report.

And together with a seasoned expert panel, he will examine how - with the right mindset, systematic preparation and concerted action - genuine crisis preparedness can become a source of huge, tangible and material value, rather than an annoying insurance policy.

17:05 - 17:10
2025 Global Summit Closing

Platinum Sponsors

Burson
Edelman
Weber Shandwick
FleishmanHillard
Joele Frank Wilkinson Brimmer Katcher,
Real Chemistry

Gold Sponsors

FINN Partners
The Sway Effect
Ketchum

Young Changemakers Sponsor

We. Communications

#MSLearning Track Sponsor

MSL

Silver Sponsors

Sandpiper
LLYC
Bully Pulpit International
Adfactors

Partner Sponsors

Golin
Davis+Gilbert
Ventla
Ruder Finn
M Booth

Official SABRE Showcase Partner

WARC