
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.
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€
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
Welcome Lounge & Coffee Connection
Kick off your retreat with an espresso and fresh faces in the sunny Barcelona breeze.
15:00–16:30
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.
Followed by open discussion: “To Buy or To Sell – What’s Your Agency Play?”
16:30–16:45
Power-Up Coffee Break
16:45–18:00
UPN Agency Mastermind Session
Peer-to-peer roundtables for agency leaders only. Swap growth tactics, success secrets, and honest lessons.
17:00–18:00
Optional: Barcelona Secreta: An Urban Adventure
A walking surprise that unveils the magic of the city’s secret spots. (More details soon.)
20:00–23:00
Networking Dinner & Drinks: A Taste of Authentic Barcelona
(VENUE TBH)
An evening filled with Catalan flavors, rooftop views, and relaxed conversation. Your first night sets the tone for meaningful connections.
Parallel sessions TBC: client-hosted meetups, Public Affairs roundtable
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 Energy Experience
Get your heart pumping with a dynamic start.
09:00–09:20
Welcome Coffee
09:20–09:30
Opening Ceremony
Welcome from Maria Bengtsson, UPN Host – plus surprise guests!
09:30–10:00
Keynote: Leading Through Uncertainty
Caleb Gardner, leadership futurist and former Obama digital strategist. A bold voice on change, impact, and digital movements.
10:00–10:30
Fireside chat - Ethics & AI - IPRA Gold Paper: Moderated by Svetla Stoyanova
10:30–11:00
Keynote: “The Authenticity Imperative: How AI Detection is Becoming Communications' New Competitive Advantage”
Dan Brahmy, CEO and co-founder of Cyabra, the industry leader in AI-powered disinformation detection, helping Fortune 500 companies, top brands, and governments safeguard their online reputation.
11:00–11:30
Networking Break
11:30–12:00
Keynote: "Where Do We Draw the Line?"
Mauricio Ferro, CEO of TANK (Colombia)
A fearless exploration of the ethical edge in global communications.
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
Kyndryl Agencies Exclusive Parallel Session Over Lunch
14:00–14:15
Energy Boost: Let’s Shake It UP
You’ll have to be there to experience it. Just bring your spirit!
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 (TBA)
15:00–16:00
Global Trends Panel (TBA)
Visionary minds dissect the future of communications.
16:00–16:30
Recharge Networking Break
16:30–16:45
Leading with Calm: How to talk with angry people and transform tension into trust.
Rosemary Ravinal, TEDx Speaker & Communications Consultant
16:45–17:30
Showcase Panel: Best in Class Campaigns by UPN Agencies
Smart, standout, award-winning work. Let’s get inspired.
17:30–18:15
Out of the box speech: “Shake It to Make It: Lessons from a Master Mixologist”
Danil Nevski, Bartender|Consultant|Public Speaker
18:15–18:30
Closing: SHAKE UP Grand Finale
A wrap-up you won’t want to miss!
18:30–20:30
Free Time & Optional Activities
20:30–02:00
SHAKE UP Barcelona Party (VENUE TBA)
Beachside, moonlit, and magnificent. Let’s celebrate our community and the journey ahead.
day THREE
4.October:
CHOOSE YOUR ADVENTURE
OPTIONAL ADD-ONS
(Extra charge applies – pre-registration required)
Cava Country Escape – A sensory day trip for wine lovers
Michelin Star Evening – Savor Catalonia’s finest cuisine in intimate company
Departures throughout the day.
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.