UPN Retreat Barcelona

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02-03 october 2025

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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.

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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.

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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.

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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€

UPN Member Tickets

non-members

Early bird: 550€

Regular registration: 600€

Late registration: 650€

Non-Member Tickets

SPOUSES & FAMILY

Early bird: 200€

Regular registration: 250€

Late registration: 300€

Family Tickets

2025 speakers

partners

Previous speakers

2024 Venues

  • Rooftop terrace with outdoor seating, wooden flooring, potted plants, and city skyline view under a clear blue sky.

    Interactive sessions, welcome networking dinner and drinks

    A stunning rooftop for our welcome networking dinner, with amazing city views.

  • Crowd of people enjoying food and drinks on a rooftop during the evening at the CHGALLERY HOTEL, with a small pool in the foreground and city buildings in the background.

    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.

  • Indoor restaurant with wooden furniture, table settings, and large potted cactus plant, overlooking an outdoor patio with umbrellas and a view of the water and city skyline in the background.

    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.

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Need some more convincing?

Read about the experience from 2023’s retreat.

UPN Retreat 2023