Get ready to step into your next level at the UPN Retreat.
UP YOUR GAME is not just a theme. It’s a shift in how you think, work, and lead.
Expect two days designed to challenge you, stretch you, and move you forward with bold conversations, real-world insights, and experiences that go beyond the typical event format.
From high-impact sessions to curated networking and energising shared moments, this is where ideas turn into decisions, and connections turn into opportunities.
At UPN, we believe growth happens when you push beyond the familiar, question what no longer works, and stay open to what’s next.
UP YOUR GAME is your call to step up - to reinvent, to rise, and to lead in a rapidly changing world.
We look forward to experiencing this transformation together with you in Barcelona.
The United Partners Network
PLATINUM PARTNER
UP YOUR AGENCY
Building What's Next
The agency of the future won't look like the agency of today. This is where we challenge everything: business models, service structures, team dynamics and revenue streams and explore how to build agencies that are:
— Leaner, faster, AI-enabled
— More strategic and less execution-heavy
— Designed for growth, not just survival
🦓 Because you don't upgrade your agency by doing more. You upgrade it by doing things differently.
UP YOUR CLIENTS
Redefining Value in the AI Era
The way we create impact for clients is changing - fast. PR is no longer just about visibility; it's about influence, intelligence, and measurable value. In these sessions we explore:
— How AI is reshaping client expectations
— New ways to deliver insight, strategy, and results
— Evolving storytelling in an AI-driven media landscape
— Turning data and technology into competitive advantage
🦓 Because clients don't need more activity — they need smarter impact.
UP YOURSELF
Personal Reinvention for the Next Level
Growth starts with you. In a world where AI is accelerating everything, your ability to adapt, think differently, and lead with clarity becomes your greatest advantage. These sessions focus on what it really takes to stay relevant:
— Moving from execution to strategic thinking
— Expanding your perspective beyond the familiar
— Building resilience and adaptability in constant change
🦓 Because the future belongs to those who evolve first.
UPN Retreat 2026 Agenda
Theme: UP YOUR GAME. Reinvent. Rise. Repeat.
VENUE: SEVENTY BARCELONA
DAY One
08 OCTOBER:
ARRIVE AND LEVEL UP
SEVENTY HOTEL
UP YOUR AGENCY: BUILDING WHAT’S NEXT
We start where it matters most: your agency. An afternoon designed to challenge how you think about your business and what it needs to become in a rapidly changing world.
All Day – Arrivals and check-in
13:30–14:30
Registration
Coffee and light lunch
14:30–14:40
Welcome
14:40–15:00
Fireside Chat — The Future of Communications & the Agency Business
Ivan Fernandes & Maria Bengtsson
— What needs to change
— What no longer works
— What the future of agencies actually looks like
15:00–16:30
Innovate & Activate: Hack Growth in the AI Era
Interactive mini-hackathon — building the future-proof, AI-native agency (30-min coffee break included)
Led by Ivan Fernandes & Maria Bengtsson
A live, collective-intelligence session: a fireside on the future of agency growth - from billable hours to intelligent value - then teams solving real growth challenges (value-based pricing, AI governance, new services, trust and reputation). Leave with bold ideas and 30-day actions.
16:30–17:00
Break
17:00–18:00
UPN Agency Leaders — Building a Better Agency Network
Brainstorming session
Led by Ivan Fernandes
18:00–19:00
The Journey of Selling / Buying an Agency
Richard Fogg, CC Group · Jennifer Fieldgate, Managing Director Europe, The Hoffman Agency
Moderated by Craig Rodney
19:00–19:30
Barcelona Experience (TBA)
19:30–23:00
Networking Dinner & Drinks — A Taste of Authentic Barcelona
Meaningful conversations, new connections · Terassa restaurant at the SEVENTY Hotel
day Two
09 OCTOBeR:
EXECUTE & EVOLVE
SEVENTY HOTEL
AI & HUMAN TRANSFORMATION
Day two is about turning insight into action and transformation into reality.
08:30–09:00
Morning Awakening & Energizing Experience
09:00–09:20
Welcome Coffee and Registration
09:20–09:30
Welcome — UPN Style
09:30–10:00
Keynote — Navigating Uncertainty: AI & the Future of Crisis Communication
Philippe Borremans · RiskComms
Risk, crisis & emergency communication consultant · Past President of IPRA · author of “Mastering Crisis Communication with ChatGPT”
How artificial intelligence is reshaping the speed, scale, and credibility of crisis response — and what communicators must do now to stay ahead of the curve.
10:00–10:20
Title & topic to be confirmed
Dan Brahmy · CEO & Co-Founder, Cyabra
Details to follow.
10:20–11:00
Panel — Protecting Reputation in a World of Uncertainty
Felix Eggert (Frontiers) · Philippe Borremans (RiskComms) · Dan Brahmy (Cyabra)
Moderated by David Low · Cyabra
How communicators defend trust and reputation against disinformation, AI-driven narratives and synthetic threats.
11:00–11:30
Networking Break
11:20–12:10
Panel — The Role of PR in AI Visibility
Luis Antón, Founder & CEO, EchoWi · Deborah Gray, Canela
Moderated by Zarena Kancheva, GTM Consultant
EchoWi helps brands measure, monitor and improve their visibility across AI-powered search — ChatGPT, Gemini and Perplexity.
12:10–13:00
Two Sides of the Table:
from successful pitching to building long term client-agency relationship.
The Successful Pitching Journey
Toby Harrison
Senior PR Creative, Strategic & New Business Consultant
The Trust and Impact loop
Tracy Noton
Director of Communications and Sustainability at one of the UK’s leading housing groups
13:00–14:00
Lunch Break + Group Photo
14:00–14:05
After-lunch Warm-up Session
Get ready for some fun
14:05–14:20
Seven Summits, One Lesson at a Time: A Decade-Long Journey to the Crown of the Earth
One goal across seven continents and ten years — the highest peak on each, finishing on Denali in June 2026.
Michał Leksiński · COO, CEC Group
An honest account of pursuing a long-term goal while running a business and raising a family, and what each mountain taught about risk, decision-making, and endurance. The parallels for communicators are direct: no motivational slogans — just lessons from places where bad decisions have immediate consequences.
14:20–15:00
Humanness — Restoring the Soul to Business
An experiential and provocative 30 minutes on how we save our creative soul in the age of AI
Quinn Stainfield-Bruce & Axel Ferreyrolles · Co-founders, Humanness
15:00–15:45
Interactive Session — “No More Mr Nice Guy”
Lower your anxiety by holding & communicating your boundaries
Craig Rodney · The Agency Coach
15:45–16:05
Networking Break
16:05–17:00
Agency Partners Panel — Success Stories & Projects
Juha Frey, Founder & CEO, Netprofile · Maria Bengtsson (AI Workflows)
Anna crow will share insights from the US communications market followed by a brief talk on the findings of Netprofile’s Insight Track 2026 report - based on interviews with 20 senior executives. Maria will show some insights of UP AI transformation journey.
17:00–17:15
Leadership Lessons from Nature
Deborah Gray · CEO & Founder, Canela
Drawing on her experience of founding a community allotment, Deborah explores what nature’s rhythms, cycles, and quiet resilience reveal about building thriving communities and leading with purpose. From how ecosystems adapt under pressure to how growth happens — slowly, then all at once — there is wisdom in the soil for anyone who leads. Expect fresh perspectives on cultivating growth, deepening collaboration, and embracing adaptability.
17:15–17:30
Closing — Grand Finale
A wrap-up you don't want to miss!
17:30–18:30
Up Your Game – Invite only session by Enterie
Not public
20:30–02:00
LEVEL UP — Party Dinner
Velissima Barcelona
🦓 Because growth deserves to be celebrated.
UPN MEMBERS & CLIENTS
Early bird (ends 30 May): 495€
Regular registration (ends 30 August): 595€
Late registration (ends 5 October): 650€
Registration Includes: 8th of October: Welcome light lunch, conference participation, coffee breaks; Welcome drinks, welcome dinner, 9th of October: Conference participation, coffee, breaks, lunch, celebration dinner, party, entertainment.
REGISTRATION
non-members
Early bird (ends 30 May): 680€
Regular registration (ends 30 August): 755€
Late registration (ends 5 October): 795€
Registration Includes: 8th of October: Welcome light lunch, Welcome drinks, welcome dinner, conference participation, coffee breaks; 9th of October: Conference participation, coffee, breaks, lunch, celebration dinner, party, entertainment.
SPOUSES & FAMILY
Early bird (ends 30 May): 280€
Regular registration (ends 30 August): 350€
Late registration (ends 5 October): 390€
Registration Includes: 8th of October: Welcome drinks, networking dinner, 9th of October: celebration dinner, party, entertainment.
2026 SPEAKERS
partners
Venues
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Networking Dinner & Drinks — A Taste of Authentic Barcelona
Meaningful conversations and new connections at Terrassa restaurant at the SEVENTY Hotel
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Conference venue — Seventy hotel barcelona
A conference venue between Barcelona’s Eixample and Gràcia neighbourhoods, just steps from Passeig de Gràcia, Casa Milà, and Avinguda Diagonal, with Casa Batlló within easy walking distance.
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Closing party — Barcelona Beach Restaurant
A stylish waterfront restaurant at Marina Vela, where we’ll close the retreat by celebrating our growth, learning, and achievements together by the Mediterranean.
Need some more convincing?
Read about the experience from 2023’s retreat.