The Communication Directors’ Forum alights on 8 October for the 16th time. Camilla Tomlinson and Brittany Golob speak with those who will be aboard

The ocean can often seem tranquil, serene even, with its placid surfaces and smooth waters. What that typically hides is a world of activity beneath. The Aurora, a mid-size cruise ship that makes an annual journey from Southampton to the waters off the coast of Guernsey, reflects the water it steams across – its tiered, glassy deck masks a maelstrom of activity throughout the 16th annual Communication Directors’ Forum.

The CDF, as it is commonly known (or even just ‘The Boat’), is a once-a-year opportunity for comms professionals to step aboard a self-contained, overactive, hard-working world for three days. Inside the Aurora hundreds of delegates and suppliers will be riding the turbulent tides of business as they motor through an exhaustive schedule of conferences, meetings, and seminars. All on board will be working hard to drum up business, sign new clients and swap expertise. 

Matt Cartmell, PRCA communications director, says, “[The forum] is a great opportunity to find out how the industry is feeling, discover the major themes of discussion and become aware of major issues which we need to respond to.”

For suppliers, who subsidise the unique setting, the forum provides an opportunity to do a great amount of marketing and networking in a short amount of time. They will use this friendly and professional environment to promote their brand, meet with as many delegates as possible and learn from other successful suppliers. For most suppliers the week promises an almost definite return on their investment, whether they sign a deal five days or five years later. It is therefore no surprise that so many suppliers return year after year.

Steve Garratt, the Giggle Group’s MD and a CDF veteran, is attending the event for the sixth time. He says, “It’s a slow game, new business, and I have clients I met on the boat four or five years ago that have only just started working with us. If we weren’t there we wouldn’t have had any chance of booking the work.”

Howard Kosky, CEO markettiers4dc group, adds, “Having last attended the Communication Directors’ Forum more than five years ago, I’m excited about the opportunity to remind potential clients at the forum how brands can communicate effectively through broadcast media, whilst also making sure they are aware of the latest techniques for broadcasting online.”

Delegates split their time on the Aurora between keynote addresses, seminars, workshops and supplier meetings. They can converse with suppliers in detail over meals, or exchange details quickly in speeddating type encounters.

It’s a year’s worth of business development meetings crammed into one, half week. Though exhausting, most make worthwhile connections with in-house or reinforce existing relationships. 

Marketing manager at drpgroup and three-time attendee, Callum Gill says the CDF offers a unique opportunity for young communicators to learn from their more experienced peers, particularly in client meetings.

Martin Davey, director and head of creative at G2TV says, “It’s hard work and the work starts now; tailoring our offering to the attendee profile, selecting the right people to meet with and adequately preparing for those meetings. By the time you get to the ship, most of the work is already done. Then you just have to stay focused and fresh and try to avoid the lure of the late nights!”

It’s a grueling programme for attendees as they juggle the conference, supplier meetings, meals and other networking. What often gets waylaid is sleep. Amy Pandazis, head of communications and engagement at Top Banana, a long-time attendee of the CDF, says that aspect is the least enjoyable, but that the one-to-one sessions with delegates are beneficial and make up for sleep deprivation.

She adds, “You rarely return without a story! The environment and programme on board means you cannot fail to bond with both clients and suppliers as it’s such an unusual situation to be thrown into. Also, rocking for a couple of days afterwards is unavoidable.”

Gary Keene, head of enterprise at Kulu Valley, seconds that enthusiasm. “New clients, a huge amount of feedback, and a level of insight into industry issues you can’t get anywhere else. 

For newcomers, the programme can be daunting. Gill says, “Initially, the intensity of the format and the number of meetings you get through over the course of the event was a steep learning curve.” That lessons over time and with experience, he says. It helps too, that everything is run ship shape, “Within the context of similar events and forums that are held on dry land, it is very well organised. All your meetings are arranged in a very timely manner and preparation time is ample.”

Many organisations, like G2TV, use the boat as their primary business development investment. “As far as our marketing spend is concerned it’s the first cheque we write,” says Davey.

For others, the boat is an opportunity to make connections and learn from colleagues. Trade associations, like the PRCA, EVCOM and the CIPR, among others, attend the forum in the hopes of encouraging membership, sharing best practice and building new relationships. Richard, McHardy has represented the IVCA in the past. He’ll attend this year on behalf of the newly-minted EVCOM. He says, “From an audience point of view the event is attended by senior comms professionals from a wide range of industry sectors and also by agency CEOs across EVCOM’s territory of events, film and visual content. So there’ll be EVCOM members, clients of EVCOM members and potential EVCOM members all together in one place!” 

He says that the conference agenda adds a lot to the CDF experience. The conference portion of the week occurs concurrently with supplier meetings and features an array of industry leaders, networking and business experts and prominent faces speaking on topics relevant to communications. As a past speaker, McHardy notes, the sessions are rewarding and informative as delegates are willing to share their thoughts and experiences openly.

For delegates, the conference is an inherently important part of the event for these reasons. For suppliers, however, meetings often mean there is little time to take part in the conference. Gill says “As a supplier, we do attend the keynote sessions but not the other content as we still have meetings scheduled. In truth, while the keynote sessions are always valuable, this can also be a good time for the suppliers to gather their thoughts and create some notes which will help them be more useful to their potential contacts post event!” Keynotes tend to also be topics of conversation around lunch or dinner tables and allow for an easy entrée to networking.

But the CDF isn’t all about business, because there’s also time to enjoy the nightly cocktail hour, catch up on a few hours sleep or do whatever else floats your boat. The Aurora features an array of bars and entertainment options in addition to first-class food. P&O Cruises typically uses the CDF as a training ground for its staff, who provide a quality experience for all attendees.

After three arduous days of networking, gambling, talking, dancing and drinking, the Aurora will swoop back onto the bleak Southampton shores. Most will disembark the Aurora tired and weary, but probably with a few new deals in the works.

How would you summarise the CDF in one sentence?

“The CDF is networking on steroids – a heady mixture of quality, quantity, speed, adrenaline – and not a small amount of alcohol!” Marc Wright, chairman, simply-communicate

“In our view, the CDF offers unrivaled access to the people we need to be talking to in order to expand our client base. It’s hard work, it’s intense but it’s the first cheque we write every year when considering our marketing spend.” Martin Davey, director and head of creative, G2TV

“One of the highlights of the year!” Gary Keene, Head of Enterprise, Kulu Valley

“[It] is a very valuable event for the entire profession to come together and share not only best practices but also the latest developments within the field. While it can be a little intense as any fellow CDF veteran would attest, it is still one of the most worthwhile events we participate in each year and it never fails to create valuable new connections and lasting relationships.” Callum Gill, marketing manager, drpgroup

“It’s like a once in a lifetime experience, that you just have to keep doing year on year.” Amy Pandazis, head of communications,Top Banana

“CDF is an intense, like-no-other experience in extreme networking, with more new business opportunities per square metre than anywhere else – on dry land or otherwise.” Matt Cartmell, communications director, PRCA