W100 Annual Conference 2012: Washington DC, USA

The W100 2012 Annual Conference was hosted by The American University, USA

The conference theme was To Boldly Go: Advancing university reputation through gobal interaction.

Key Conference Topics

Creating the brand: amplifying niche quality Neil Kerwin, President, American University
Winning the bid for a major new university campus: Cornell and the NY tech campus project Tommy Bruce, Vice President for Communications, Cornell University
University reputation management in a political and international context. Katherine Ma, Director of Communications, Communications and Public Affairs Office, The University of Hong Kong
Rankings, positioning, and the role of leadership. Professor Benjamin Wah, Provost, and Wei Lun Professor of Computer Science & Engineering, The Chinese University of Hong Kong
Do academics really take notice of rankings when changing jobs? A World 100 Reputation Network research project. Louise Simpson, Director, World 100 Reputation Network
Taking Seoul to LA: Bridging between Developed and Developing Nations: SNU’s Globalization Strategy. Professor Jun Ki Kim, Vice-President, Office of International Affairs, Seoul National University
Amplifying global excellence through home partnerships: a new connection for Leiden, Erasmus and Rotterdam universities. Pauline van der Meer Mohr, President Executive Board, Erasmus University Rotterdam
Strategic international partnerships: the NUS experience. Professor Peter Pang Yu Hin, Assistant Vice-President (University & Global Relations), National University of Singapore
Building World-Class HE Brands: adapting product marketing to academic worlds. Rob Moore, President & CEO, Lipman Hearne
Commercial marketing applied to international branding. Kirsti Lehmusto, Communications Director, University of Helsinki
Changing the brand narrative. Paula Barrow, Director of University Marketing, University of Manchester
Creating a global fanbase. Using the internet to win the influencing game. Rich Mintz, Vice-President, Blue State Digital


What is the most effective way of structuring corporate affairs in world-class universities? A discussion led by Glenn Bieler, Vice President for Corporate Affairs, Johns Hopkins University

Bringing research to the attention of government and the public. Stacie Spector, Chief Communications Officer, The Salk Institute
Lobbying and influence in America. Terry Flannery, Vice President for Communication, American University and Terry Hartle, SVP for Governmental and Public Affairs, American Council for Education
Chinese universities’ ranking performance and institutional progression compared with the west. Professor Chen Hong, Director, Office of Overseas Promotion, Tsinghua University
How should we, could we and do we measure reputation? Discussing reputational measures, as well as The THE reputational survey. Phil Baty, Times Higher Education World University Rankings and Deputy Editor, Times Higher Education and Louise Simpson, The World 100 Reputation Network
Defining and implementing institutional Higher Education performance and impact metrics. Patricia Brennan Director, Product Strategy, Research Analytics, Thomson Reuters
Leveraging brand through market research and message. Elizabeth Scarborough, Simpson Scarborough Consultants, and David Roberts, The Knowledge Partnership
The benefits and challenges of co-branding and alliance. Mark Sudbury, Director of Communications, UCL, Ian Rowley, Director of Development, Communications and Strategy, University of Warwick and Dorothy Albrecht, Marketing Director, Monash University
How international universities can tell their stories without obsessing over rankings. Scott Jaschik, Editor, Inside Higher Ed
Dodgy donors and the engagement agenda: a case study from LSE and Libya. Robin Hoggard, Director of External Relations, The London School of Economics and Political Science (LSE)
Building a great Australian brand: anecdotes from the Antipodes. Doug Durack, Director of Public Affairs, The University of Western Australia
Public engagement. Why bother? What to do? How to measure? Prof Richard A. Duschl, Waterbury Chair in Secondary Education, Penn State University & Chris Coe, Director of Public Engagement, King’s College London

Conference Programme 2012

Click below to view the programme from our 2015 annual conference in Sydney.


2012 Study Tour

The World 100 2012 Study Tour visited the University of Maryland, The White House Press Office, and The Chronicle of Higher Education.