#BrandEurope: “How Policy branding is shaping the future of EU Communication?”


When:  December 1st, 2022 @ 18:45 – Registration 18h30

Where: Loft 58, IHECS, Rue de l’Etuve 58, 1000 Bruxelles and online via Twitch

The students of the EPAC Executive Master “EU Public Affairs and Communication” from the IHECS Academy, in collaboration with Brussels Think Tank Protagoras, are proud to present “#BRANDEUROPE: How Policy branding is shaping EU Communication”, an interactive masterclass to discuss EU policy branding, one of the main new communication tools used by the EU institutions.


  • Elena Linczenyiova, Director for Content and Policy – ICF Next
  • Tim McPhie, Spokesperson for Climate Action and Energy – European Commission
  • Hervé Paques, EU Strategy Director – Ogilvy Social.Lab
  • Roberto Tomasi, Communication strategist on the NextGenerationEU campaign – European Commission

The panel of experts and insiders will discuss the use of branding as a new strategic tool in communications by the EU Institutions, as means of giving flagship policies a more recognisable, distinctive “look and feel”.

“Fit for 55” for example, is arguably more memorable than “EU 2030 Climate Goals”. The EU’s €800bn Covid-recovery fund is branded as the hip, forward-looking “Next Gen EU”. Of course, policy branding is nothing new, the new “European Green Deal” has echoes of Roosevelt’s “New Deal”, or a “social contract” between citizens and institutions. The question facing us today is a pressing one. In a time of dwindling attention spans, social media echo chambers and growing distrust in institutions, “does policy branding help the EU get the message across to its citizens?”

The event will be moderated by Nicolas Baygert, director of Protagoras.

Special thanks to Gopa for sponsoring the event.

Take part in the discussion by joining us either on site or online, please reserve your seat HERE

We look forward to welcoming you to this interactive masterclass!