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

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
Neville Hobson & Maria Bengtsson
— The growth equation: human expertise amplified by AI (1+1=5) — and why AI without expertise is worth zero
— From time-based billing to value-based impact — what needs to change in how agencies price and deliver
— AI governance as a reputation risk — why failing to verify AI outputs is an executive failure, not a tech issue

15:00–17:00
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 Neville Hobson & Maria Bengtsson
Two pillars guide this session: Confidence and Clarity. A fireside on the future of agency growth — from billable hours to intelligent value, from SEO to LLM visibility — followed by teams tackling real growth challenges: value-based pricing, AI governance, new services, brand presence in AI-generated answers, and what agency leaders should stop doing in 2026. You’ll leave with bold ideas and a 30-day action list for Monday morning.

17:00–18:00
The Journey of Selling / Buying an Agency
Richard Fogg, CC Group  ·  Jennifer Fieldgate, Managing Director Europe, The Hoffman Agency
Moderated by Craig Rodney

18:00–19:00
UPN Agency Leaders — Building a Better Agency Network
Brainstorming session
Led by Ivan Fernandes

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

09:30–10:15
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.

10:15–11:00
Panel — Protecting Reputation in a World of Uncertainty

Philippe Borremans (RiskComms) with Felix Eggert (Frontiers Strategic Communications, ex-Glovo) & Cyabra
— Cyabra: disinformation & AI-narrative detection case study
— EU regulation on environmental & green claims (TBC)

11:00–11:30
Networking Break

11:30–12:30
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.

12:30–13:00
The Successful Pitching Journey
Toby Harrison
Senior PR Creative, Strategic & New Business Consultant

13:00–14:00
Lunch Break + Group Photo

14:00–14:15
After-lunch Warm-up Session
Get ready for some fun

14:15–15:00
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

15:45–16:15
Networking Break

16:15–17:15
Agency Partners Panel — Success Stories & Projects
Juha Frey, Founder & CEO, Netprofile  ·  Maria Bengtsson (AI Workflows)
A brief talk on the findings of Netprofile’s Insight Track 2026 report — based on interviews with 20 senior executives, including Beda Grahn (Kyndryl) — followed by a panel on what it takes for PR to earn its seat at the strategy table. The headline: CEOs don’t want communications and marketing to operate alongside the business; they want them to be part of it.

17:15–17:30
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.

17:30–18:15
Up Your Game
To be confirmed

18:15–18:30
Closing — Grand Finale
A wrap-up you don't want to miss!

18:30–20:30
Free Time & Optional Activities

20:30–02:00
LEVEL UP — Party Dinner
Venue to be confirmed

REGISTRATION

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.

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

Previous speakers

2024 & 2025 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.

A speaker presents at a conference, showing a digital virtual reality environment on a large projector screen. Audience members seated at tables listen attentively. There's a humanoid robot image displayed to the right of the screen.

Need some more convincing?

Read about the experience from 2023’s retreat.