XI Regional EACD Lisbon Debate over the topic "Balancing Shareholders and Stakeholders Interests: Enhancing trustworthy sterling reputations", 16th april 2013

1. 16.30–16.50 Welcome reception
16.50–17.00 Presentation of the European Asso-
ciation of Communication Directors
(EACD)
Rui Martins
17.00–17.20 “Meeting expectations of stakeholders
in economic turbulent times”
Sónia Baldeira, Martifer SGPS
17.20–17.40 “WeDo Technologies internationalisati-
on process”
Sérgio Silvestre, WeDo Technologies
17.40–17.50 Coffee Break
17.50–18.20 “Building relationships”
Luis Garcez, Somague
18.20–19.00 “NOVA SBE - Building Reputation as a
leading Business School”
Nadim Habib, NOVA School of Business &
Economics
19.00 - 19.20 Q&A Session / Discussion
Moderated by Rui Martins
19.20–20.00 Get-Together
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I MONTENEGRO I NETHERLANDS I NORWAY I POLAND I PORTUGAL I ROMANIA I RUSSIA I SERBIA I SLOVAK REPUBLIC I SLOVENIA I SPAIN I SWEDEN I SWITZERLAND I TURKEY I UNITED KINGDOM
L I S B O N / P O R T U G A L
S C H E D U L E
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I N P A R T N E R S H I P W I T H / V E N U E
A B O U T T H E R E G I O N A L D E B A T E S
EACD Regional Debates bring together public relations and communications professionals from different European regions for informative discussions and great networking opportuni-
ties. By organising debates and presentations on contemporary communications issues to members across Europe, the EACD shares the accumulated knowledge of its members
across the continent, strengthening its network in the process. Hosted by EACD members, these events take a variety of forms and normally feature best case presentations, work-
shops, panel and round table discussions. At the end of each event there is always time set aside for attendees to relax wih refreshments and network with peers.
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Balancing Shareholders and Stakeholders Interests:
Enhancing trustworthy sterling reputations
Luís Garcez
Marketing and Communica-
tions General Director
Somague
Graduated in Social Communications (ISC-
SP – Universidade Técnica de Lisboa). Since
2000 is Marketing and Communications
General Director at Somague (Sacyr Group).
Previously worked in advertising as Partner
and Client Service Director at Euro RSCG
(Havas). Also worked at JWT and Lintas and
was Visiting Associate Professor at Nova
School of Business and Economics in Lis-
bon, Portugal.
Sónia Baldeira
Head of Investor Relations and
Corporate Communication
Martifer SGPS
Sónia Baldeira is Head of Investor Relations
and Corporate Communication at
Martifer SGPS (MAR PL), since 2009. She
has 10 years of experience in Investment
Banking, i.e., in equity research and capital
markets, at two leading Banks: Caixa BI
and Espírito Santo Investment. Started her
career back in 1999, when was economic
and financial reporter at Reuters. Sónia has
a Graduation in Economics from University
of Évora, her hometown, and anMSc – Fi-
nance from Católica University in Lisbon.
Sérgio Silvestre
Vice-President New
Markets, Marketing &
Alliances, WeDo Tech-
nologies
Active “evangelist” of the Business Assur-
ance concept in Telecoms, Large
Retailers, Energy Retailers and Banking/In-
surance companies, Sérgio also has very
active roles in WeDo Technologies’ Strate-
gy and Innovation Management processes.
He re-joined WeDo Technologies in 2009
after being part of the founding team in
2001 and 2002. He was previously the Mar-
keting Deputy Director for Corporate Bank-
ing at Banco BPI. With more than 16 years’
experience, his competence areas are Stra-
tegic Planning, Business-to-Business Mar-
keting, Change Management and Starting/
Restarting a business or department. Sér-
gio Silvestre has a degree in Management
from Catholic University of Portugal.
“Building relationships”
With more than 60 years Somague is a
construction company
present in several countries, from Spain
to Angola, from Togo to Brazil
or from Panamá to Cape Verde. Differ-
ent stakeholders, different
realities but always the same goal: to
build sustainable relationships.
“Meeting expectations of Stakeholders
in economic turbulent times”
Sónia will give her point of view on
how is dealing with stakeholders’
expectations in crisis times, currently
with a different
perception of risks, higher levels of vol-
atility in the markets and huge changes
in the basics and assumptions of busi-
ness. How is the current convergence
of interests between the shareholders
and stakeholders. The challenges of
being a Portuguese based company
working globally. And the
new complexities in communication
practices -Restoring confidence in the
Portugal and in the Portuguese Compa-
nies. Martifer’s case and practices.
Nadim Habib
CEO
Executive Education at NOVA
School of Business &
Economics
Nadim Habib is currently CEO of Executive
Education at NOVA School of Business &
Economics, coordinator of its activities in
Angola, Mozambique and Brazil
and a member of the Executive Committee
of the school. He is also a member
of the Executive Education Board at the Eu-
ropean Foundation for Management
Development. He teaches in the area of
Stakeholder Relations/ Management,
Business Strategy and Entrepreneurship,
and has significant experience in
Business Communications and Stakeholder
Management.
“Building relationships”
The Bologna Agreement in Europe meant
a revolution in the higher education sector,
as it in effect created a pan Eur pean mar-
ket for higher education, with institutions
across Europe competing to attract the
most talented, and very mobile students.
NOVA School of Business & Economics
understood that the Bologna Agreement
could be an opportunity. By making clear
strategic choices, and aligning stakehold-
ers and communications with the strategy,
NOVA has become the leading business
school in Portugal, and one of the Top
schools in Europe. In the presentation,
Nadim Habib will provide an overview of
the choices made, the challenges faced
and the communications and stakeholder
activities that enabled the school to be-
come a European player.

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October 2012
by fax or by email to portugal@eacd-online.eu.
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T H E E A C D R E G I O N A L D E B A T E S 2 0 1 2
AUSTRIA I BELGIUM I BULGARIA I CROATIA I CYPRUS I CZECH REPUBLIC I DENMARK I ESTONIA I FINLAND I FRANCE I GERMANY I GREECE I HUNGARY I ICELAND I IRELAND I ITALY I LITHUANIA I LUXEMBOURG I MALTA
I MONTENEGRO I NETHERLANDS I NORWAY I POLAND I PORTUGAL I ROMANIA I RUSSIA I SERBIA I SLOVAK REPUBLIC I SLOVENIA I SPAIN I SWEDEN I SWITZERLAND I TURKEY I UNITED KINGDOM
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Balancing Shareholders and Stakeholders Interest:
Enhancing trustworthy sterling reputations
L I S B O N / P O R T U G A L