Corporates and organisations operating in complex sectors have always had a tough time making their case, protecting their reputation and even helping to preserve their business model.

Now, in a ‘post-truth’ world where ‘fake news’ sits alongside legitimate journalistic and stakeholder debate (including NGO and activist counter-narratives), the task facing communications professionals is harder and more complicated than ever. Yet, the best communications campaigns can make a real difference in getting an organisation’s voice heard and their arguments listened to.

During this Coaching Day we’ll hear how the European pesticides industry (in particular, the European Crop Protection Association) is using the latest thinking in integrated corporate communications to deliver an award-winning stakeholder influencer campaign built on smart creative ideas and whip-tight messaging, a disciplined engagement plan and excellent execution.

Our coaching day will give food for thought and allow for a lively discussion to share experiences and ideas.

Meet the speakers:

Graeme Taylor, Director of Public Affairs for the European Crop Protection Association (ECPA) Graeme is Director of Public Affairs for the ECPA, a Brussels based trade association representing the crop protection industry in Europe. A Politics graduate, Graeme has 15-years of experience working in public service at a national, international and multilateral level as a: Civil servant for the UK Department for Environment, Food and Rural Affairs; Agriculture Attache at the UK Representation to the EU; and a Communication Adviser for the European Commission. Since joining ECPA, Graeme has focused on engaging in the often controversial debate about pesticides, openly addressing public and stakeholder concerns, including launching the award winning ‘With or Without Pesticides?’ campaign.


Matthew Willis, partner at Fourtold and client lead for ECPA account Matthew is a partner at reputation and issues management consultancy Fourtold, which he co-founded in 2013. After a brief stint in-house, Matthew has spent his full 15 year career in communications consultancy, on international briefs from a base in Brussels and the UK. He’s had the pleasure of working with great name clients, sometimes whole industries, on tricky reputational challenges. Handling crises from product contamination to business closure; supporting mergers and major change programmes; campaigning to change perceptions; or to influence political and regulatory debates. Clients past and present include AXA, Ageas, BASF, Bayer, Cargill, European Venture Capital Association, Epson, PlasticsEurope, United Biscuits/pladis and Premier Foods.

The Coaching Day will be free of charge compliments of the EACD, Fourtold and KPMG. If you have any further questions, please don’t hesitate to contact us ([email protected]).