World 100 Reputation Academy 2019

Strategic training in Cambridge for Communications, Marketing and International staff

The 2019 World 100 Reputation Academy, an intensive practical reputation training programme took place in May, in the beautiful and historic city of Cambridge. The five-day Academy was held at The Møller Centre from 20-24 May 2019. Small classes provided an intensive and focused experience, while group project work supported networking and interactive learning, with an optional dinner in a Cambridge College.

The conference gave people the chance to learn from experts at top global universities about:

Improving their university's strategic planning of reputation and learn how to develop your brand position.

Strengthening international partnerships and gain insight into communicating research and priority areas.

Increasing stakeholder engagement, improve reputation management skills and produce effective brand campaigns and marketing.

Training was given on the following topics:

• Reputation and the world-class university
• A strategic approach to planning reputation management
• Developing and researching a brand position
• Stakeholder engagement: internal and external
• Crisis communications
• Brand campaigns and marketing
• Benchmarking, resources, and structures
• International partnerships
• Communicating research and priority areas

Who attended the Academy?

Managers, Heads and similar of:

  • Communications
  • Marketing
  • International

Delegates did not need to be from universities that are members of the Network, although W100 members were given priority booking.

Who delivered the training?

All W100 Academy trainers had in-depth expertise in directing communications, marketing and international relations at World 100 global research universities.

Experts on The World 100 Reputation Academy Training Panel included:

Alan Ferns, Associate Vice-Principal for External Relations and Reputation, The University of Manchester

Abi Kelly, Executive Director of Corporate Affairs, Newcastle University

Mark Sudbury, Head of Global Network Development, World 100 Reputation Network

Louise Simpson, Director, World 100 Reputation Network


Eilis O'Brien, Director of Communications, University College Dublin


Andrea Farquhar, Assistant Vice-President Communications and Public Affairs, McMaster University

David Estok, Vice-President, Communication, The University of Toronto

Hilary Layton, Director of Internationalisation, University of York


"All the sessions were very high quality. But for me, the most useful ones were those with an edge, involving conflicts of interest and demanding solutions to complex issues."


"All speakers were highly engaging and inspirational. Great role models as communications experts." 


"I really liked the Academy: great presenters, great location and very friendly and relaxed atmosphere."