
UPN Retreat Barcelona
02-03 october 2025
This year, we invite you to break free from the usual, challenge the status quo, and embrace transformation at the UPN Retreat: SHAKE UP.
In today’s fast-evolving world of PR and communications, standing still is not an option.
It’s time to shake things up — our perspectives, our strategies, and our approach to success.
Get Ready for an Electrifying Experience at UPN Retreat!
SHAKE UP is not just a theme—it’s a mindset. Get ready for an unforgettable retreat filled with high-energy discussions, immersive experiences, and unforgettable entertainment. From dynamic networking events to pulse-raising outdoor activities, this is your moment to shake up the way you connect, create, and celebrate.
At UPN, we thrive on pushing boundaries, sparking new ideas, and growing together. SHAKE UP is our call to action — to challenge, to innovate, and to lead with confidence.
We can’t wait to embark on this transformational journey with you. Let’s shake things up and redefine what’s possible — together.
The United Partners Network
Shake Up Myself: Personal Reinvention for Professional Excellence
Growth begins with the individual. In these sessions, we will explore how to break old habits, embrace new ways of thinking, and cultivate resilience in an ever-changing industry. Get ready for hands-on workshops, thought-provoking discussions, and energizing experiences that will challenge you to rethink, refresh, and revitalize your personal and professional journey.
Shake Up Our Clients: Transforming the PR Landscape
PR is all about making an impact, and it’s time to disrupt the norm with fresh, cutting-edge strategies. These sessions will focus on revolutionizing client relationships, leveraging new storytelling techniques, and mastering emerging media trends. Expect inspiring case studies, future-focused insights, and collaborative idea labs to keep our clients ahead of the curve.
Shake Up Our Agencies: Innovate, Collaborate, Elevate
Success in PR isn’t just about individual brilliance—it’s about working together to drive meaningful change. In this segment, we’ll dive into innovative agency models, creative problem-solving methods, and industry-shaping trends. We will challenge traditional agency structures, experiment with new collaboration methods, and spark game-changing ideas that will shape the future of our industry.
UPN Retreat 2025 Agenda
Theme: Embracing Change – Innovate, Disrupt, Lead
DAY One
02. OCTOBER:
ARRIVE AND IGNITE
GALLERY HOTEL
SHAKE UP OUR AGENCIES
Where bold growth strategies meet Barcelona charm
All Day – Arrivals and check-in
14:30–15:00
Registration & Welcome Coffee
15:00–16:00
Agency Growth Workshop: From Growth to Greatness
With Ivan Fernandes, M&A Advisor and Marketing Growth Strategist
Learn how to build scalable, sellable, and unstoppable agencies. Ivan will share hard-earned lessons, growth frameworks, and M&A strategies in a no-fluff, high-focus format.
16:00–17:00
Agency Growth Workshop (agencies only)
Interactive Keynote – Breaking Through Your Company’s Growth Barriers
Led by Bart van Nol, Co-Founder of Scale Up Company International, built and exited several companies using the scaling up method.
17:00–17:15
Networking Break
17:15–18:30
Agency leaders mastermind session moderated by Natalya Berdikyan, founder of Life by Design Academy
20:00–23:00
Networking Dinner & Drinks: A Taste of Authentic Barcelona at GALA Barcelona
day Two
03. OCTOBeR:
EXPLORE & ELEVATE
GALLERY HOTEL
SHAKE UP MYSELF + SHAKE UP OUR CLIENTS
Fuel your growth with energy, inspiration, and action
08:30–09:00
Morning Awakening & Energizing Experience by Natalya Berdikyan /Rooftop Gallery Hotel
09:00–09:20
Welcome Coffee and Registration
09:20–09:30
Kick off energizer and Official Opening
09:30–10:30
Keynote: Leading Through Uncertainty
Caleb Gardner, leadership futurist and former Obama digital strategist. A bold voice on change, impact, and digital movements.
10:30–11:00
Fireside chat - Ethics & AI - IPRA Gold Paper: Moderated by Svetla Stoyanova, Pau Salonilla, Harmon Spain
11:00–11:30
Networking Break
11:30–12:00
Keynote: Where Do We Draw the Line?
Mauricio Ferro, CEO of TANK (Colombia)
12:00–13:00
Power Panel: AI in PR – Brave New World
Featuring:
Georgi Ivanov, Payhawk
Madelene Kornfehl, Cloudberry (Sweden)
Mauricio Ferro, TANK (Colombia)
Bold insights and real case studies from those shaping the AI narrative in PR.Juha Frey, Netprofile (Finland)
13:00–14:00
Lunch Break
13:00–14:30 (Dover Room)
Kyndryl Agencies Exclusive Parallel Lunch & Learn Session
13:45–14:15
Energy Boost: Let’s Shake It UP
(with exclusive dance experience, limited spots)
14:15–14:30
Reinvent and Find Your Freedom
Zineb El Ouazzani, former top-ranked athlete, corporate leader, entrepreneur and dynamic
14:30–15:00
Keynote: Trends in Global Communications, Brad Pick, global communications consultant
15:00–15:20
Reputation as Capital: Value, Leadership and Your Role,
Sandra Maclaud, Group CEO of Echo Research, UK
15:20–16:00
Global Trends Panel
Visionary minds dissect the future of communications.
Sandra Maclaud, Group CEO of Echo Research, UK
Zarena Kancheva, Innovation executive driving strategic growth, Spain
Brad Pick, global communications consultant
Moderator: Anna Velikova, Head of PR Communications REEU, H&M
16:00–16:30
Recharge Networking Break
16:30–16:45
Short Keynote: Leading with Calm: How to talk with angry people and transform tension into trust.
Rosemary Ravinal, TEDx Speaker & Communications Consultant
16:45–17:15
Share and reapply: Successful campaign and tactics by UPN Agencies around the world
Juha Frey, Podcast as a marketing tool for our clients
Madelene Kornfehl, Cloudberry's AI transformation journey
17:15–18:00
Out of the bottle speech: Shake It to Make It: Lessons from a Master Mixologist
Danil Nevski, Bartender|Consultant|Public Speaker
(this session is spiced up by Heaven Hill)
18:00–18:15
Celebrating Excellence:
Special Award Ceremony
18:15–18:30
Closing: SHAKE UP Grand Finale
A wrap-up you don’t want to miss!
18:30–20:30
Free Time & Optional Activities
20:30–02:00
SHAKE UP Barcelona Party dinner at Julieta’s Barcelona by the beach (theme: Shake UP Barcelona)
REGISTRATION
UPN MEMBERS & CLIENTS
Early bird: 380€
Regular registration: 400€
Late registration: 450€
non-members
Early bird: 550€
Regular registration: 600€
Late registration: 650€
SPOUSES & FAMILY
Early bird: 200€
Regular registration: 250€
Late registration: 300€
2025 speakers











partners
Previous speakers
2024 Venues
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Interactive sessions, welcome networking dinner and drinks
A stunning rooftop for our welcome networking dinner, with amazing city views.
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Conference venue
A conference venue right in the heart of Barcelona, just steps from Rambla de Catalunya, Paseo de Gracia, Casa Mila, and Casa Batllo.
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Closing party
A beautiful beachside location next to W hotel for our closing party dinner, perfect for unwinding to the sound of the waves and a breathtaking sunset.
Need some more convincing?
Read about the experience from 2023’s retreat.