Why IABC World Conference is always worth the trip
By Katie Bennett-Stenton, IABC Victoria Professional Development Chair
I’m writing this from the airport in Chicago, heading home after three rich days of learning, connecting and reflecting at #IABC25 in Vancouver, followed by a few deep-dish-fuelled days with family. I’m leaving re-energised and ready to apply what I’ve learned. This year’s World Conference was a reminder of the depth and dynamism of our global profession, and why it’s so important to stay connected to it.
From the moment the Vancouver Police Pipe Band marched through the plenary hall (a surprisingly effective caffeine substitute), it was clear this wasn’t going to be an ordinary conference.
Some highlights that stood out:
Neil Hoyne (Google’s Chief Strategist) challenged us to stop chasing data for data’s sake. True value, he said, lies in having the courage to act on the insights you already have even when they’re imperfect. His take? Morning is for admin, but early afternoon is prime time for creative and strategic thinking.
Zora Artis GAICD, IABC Fellow, SCMP reminded us that messages are felt before they’re understood, and those initial emotional filters shape how change lands. Her neuroscience-backed approach offered practical tools that any communicator can put to use immediately, especially in times of complexity.
Anne Marie Blake’s horizon scanning model helped sharpen how we think about foresight. In a rapidly changing world, reactive comms isn’t enough, we need structured, strategic tools to anticipate what’s ahead.
David Imber SCMP, GAICD and Anne Wickham delivered one of the most energising and practical sessions of the conference, helping us decode seven executive archetypes. In my video chat with David afterwards, he shared a sharp reminder: influence is earned by understanding how decisions are made, and by respecting the different ways leaders process information.
Gen Z aren’t looking for perks, they’re looking for purpose + connection.
Shane Hatton presented fresh research on Gen Z’s expectations. His key point? This generation welcomes guidance, thrives on development opportunities, and would much prefer a video than a 20-slide deck. Mel, who I interviewed right after his session, said it best: “We’ve got to meet them where they are. They want clarity, but they want connection too.”
Media strategy is shifting, are you still tuned in?
Linda Zebian from Muck Rack shared standout findings from a global survey of 1,000+ journalists that point to a fast-evolving landscape:
Nearly half of journos feel optimistic about staying in the profession long-term
34% are publishing outside traditional newsrooms – with independent voices rising
The era of self-publishing is here – reshaping who we pitch, how we pitch, and where stories land
Delivered with straight-talking New York flair – it was crisp, timely, and right on point.
The hallway conversations? Gold.
From a crash course on maple-washing (yes, it’s a thing) to chats about cross-generational comms, AI ethics, and the tension between insight and instinct, I’m leaving with a very full iPad and a dozen conversations I want to keep having.
Is it worth the trip from Australia? Absolutely.
We may be far away, but Aussies punch well above our weight. The quality of our thinking, the curiosity we bring, and the conversations we contribute to are second to none. And the IABC global network is warm, generous, and brilliantly connected, the kind of people you want in your corner.
I only discovered IABC about 18 months ago, and this was just my second World Conference – but I’m deeply committed now. I only wish I’d found it sooner. It’s given me a professional home that spans borders and stretches my thinking in ways that few networks do.
Also, I’m not an accountant, but let’s be honest: there are some very real tax benefits to attending a global professional development conference. Invest in yourself, expand your thinking, and (with good advice) claim it too.
Next stop: Toronto, 14-16 June 2026
If you’ve ever thought about attending, do it. Whether you’re client-side, agency-side, or consulting like me, this is the conference that fills your strategic cup and stretches your thinking. I’ll be there. I hope you will too.
Author:
As a Freelance Marketing and Communications Strategist at Katie Bennett-Stenton Advisory, Katie brings bold, innovative thinking to help businesses elevate their brand, drive growth, and create lasting impact.
Her award-winning work reflects over 25 years of experience across Big Four consulting, professional services, tech, and financial sectors, thriving on solving complex challenges and turning big ideas into reality. Whether crafting strategic content, leading dynamic campaigns, or guiding businesses through brand evolution, she delivers results that resonate.
As an AICD Graduate and Certified Practising Marketer, she brings a depth of leadership and expertise that informs every project. She also hosts the #KatieTalks podcast.
