Kea Company Proudly Presents


Details coming soon for the next forum!

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About the Forum

Our Analyst Relations Value Forum, at King’s College London, discusses the analyst market and the role analyst relations has to play in order to contribute to business success. If you are an analyst relations professional or an executive at an IT vendor we would love you to join the discussion and welcome you to our forum.

With presentations and panel discussion, the forum is a unique opportunity to:

• Network with technology analysts, analyst relations professionals, technology leaders
• Share best practices in support of your analyst relations in your company
• Discuss the changes within the analysts’ landscape

The overall theme for the last forum was:

“Changing Market Dynamics”

In the past, it was possible for an analyst relations professional to focus on a handful of analyst firms to cover a significant part of the research market. Today analyst relations professionals not only have to deal with a huge number of analyst firms but they must also consider the different roles (IT, marketing, management etc.) these firms are supporting in the market. This means that analyst relations’ are challenged to provide a multitude of perspectives, pitches and use cases to support the various analyst firms. It also means there is an increased requirement to coordinate (and motivate) internal stakeholder within the vendor company to contribute to the analyst relations efforts. In addition, new evaluation methodologies require different strategies to ensure a good positioning in vendor evaluations. The times where just providing the facts requested throughout an analyst’ firm RFI were enough to stand out from the crowd are gone. Finding and coaching references and encouraging-customers to participate in peer reviews are now also a key part of analyst relations.

The Awards Lunch

King’s College, London Strand Campus

AFA Awards Lunch:

Each year the Analyst Firm Awards (AFA) aims to recognize the most valuable analyst firms, and to recognize firms that have won a leading role in specific market segments.

The AFAs are awarded every year to top performing firms in 12 different categories and are based on the Analyst Value Survey. This year we will be congratulating the winners over a complimentary buffet lunch included in the forum and we hope to see you there to celebrate.

The Analyst Value Survey, which we have run each year since 2000, is the sustainable engine for the award. It reaches out beyond the analyst relations community and allows us to rank analyst firms according to the value they deliver to the users of analyst firm services. The awards recognize the leading analyst firms, chosen by the value delivered to users, in market segments which vary from year to year.

Analyst Firm Awards

The awards listed below are in the following areas:

• Global
• Americas
• Enterprise
• Marketing & Policy
• Services & Cloud
• Telecoms & NetworkING

  • “The AR Forum is a great event and one that is firmly on my calendar every year”

    "As an AR Professional, the annual AR Forum is a valuable experience providing insight into industry issues, best practices and most importantly, a fantastic opportunity to catch up and engage with peers."

    - Caroline Dennington

  • “The AR Forum is a much-needed event for AR professionals”

    “The AR Forum is a much-needed event for AR professionals, especially for the many of us who run solo programs. I found lots of new ideas for doing things differently as well as validation of the things we are doing right. The networking and connections are invaluable.”
    -Robin Schaffer, UNIT4
  • “The AR forum had an impressive attendee list of AR professionals representing many of the leading IT companies across Europe”

    “The forum covered interesting, relevant topics that are crucial to the successful management of modern day AR. The sessions encouraged the sharing of ideas and best practices. They also highlighted the value that analyst firms, both large and small, can bring to clients. In addition it provided a great networking opportunity. All in all a great event!”
    -John Burton, EPAM Systems
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Allen Valahu

Allen Valahu is Global Industry Analyst Relations Managing Director at Accenture, where he has held media relations and corporate communications roles since 1998.

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Alyssa Gilmore

Alyssa Gilmore leads Global Industry Analyst Relations, and communications for financial products, at Bloomberg. She has held a range of financial technology marketing and insight roles over the last 20 years, including five years directing analyst relations at Sungard.

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David Wilson

David Wilson is founder and CEO of Fosway Group, Europe’s #1 HR Analyst. A major commentator on the HCM, talent and learning technology industry.

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Joerg Kerler

Joerg Kerler is an information broker working with some of Germany’s leading IT services and telecommunications providers.

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Ludovic Leforestier

Ludovic Leforestier has over 15 years of analyst relations experience and has co-founded the IIAR with several others and is currently serving as one of its board members.

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Phil Fersht

Phil Fersht is founder and Chief Executive Officer at HfS Research. He is an acclaimed author, analyst and visionary in Global Business Services and Outsourcing, the Digital Transformation of enterprise operations and talent strategies.

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Rob Elston

Rob Elston is European Industry Analyst Relations Director at Ericsson. He has held senior telecommunications analyst relations and corporate communications roles since 1998.

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Sarita Kincaid

Sarita Kincaid leads Huawei’s global enterprise analyst and influencer relations team which she created when the company entered the enterprise networking market in 2011.

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Yvonne Kaupp

Yvonne Kaupp, Retarus brings 17 years of strategic B2B2C marketing communications experience, thereof 11 years in analyst relations.

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Event Program

Council Room, King’s College, Strand, London WC2R 2LS, UK
Tel: +44 (0)20 7836 5454


  • 09:30 - 10:00 Registration
  • 10:00 - 10:15 Welcome and setting the scene

    Introduction; Duncan Chapple

  • 10:15 - 10:45 Spotlighting the three core topics of the day

    Introduction: Duncan Chapple

  • 10:45 - 11:00 Coffee break
  • 11:00 - 12:30 How can AR cope with changing market dynamics?

    Speakers: Ludovic Leforestier (IIAR board), Allen Valahu (Accenture), Annelieke Nagel (Kea Company), Yvonne Kaupp (IIAR board)

  • 12:30 - 13:30 Analyst Firm Awards lunch with complimentary buffet and presentation of the AFAs
  • 13:30 - 15:00 How can analyst firms survive and grow?

    Joerg Kerler (Information broker), David Wilson (Fosway), Phil Fersht (HfS Research), Sven Litke (Kea Company)

  • 15:00 - 15:30 Tea break
  • 15:30 - 16:00 Analyst Value Survey presentation and KeaCircle Awards

    Presentation by Duncan Chapple.

  • 16.00 - 17:30 How to align analysts’ and AR pros’ objectives?

    Introduction: Alyssa Gilmore (Bloomberg)
    Panelists include: Allen Valahu (Accenture), Duncan Chapple (University of Edinburgh), Phil Ferst (HfS Research), Rob Elston (Ericsson), Sarita Kincaid (Huawai)

  • 17:30 - 17:45 Closing remarks
  • 17:45 Onwards Networking & Cocktails

Bringing together the most forward thinking innovators in the IT Research and Analyst Relations Industry

The Analyst Relations Forum is the event for the Analyst Relations community organised by Kea Company. Each year the AR Forum is crafted with care to bring together an exclusive mix of people from across the world who are active in the Analyst Relations and IT Research industry.

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King’s College London

Venue: The Proud Archivist

We are proud to announce Kea Company’s AR Forum will this year be returning to King’s College London where we have secured parts of the historical and elegant Strand Campus. The Council Room and Terrace Cafe will be our home for the day with views over the Thames during our evening drinks reception. The ideal venue for our celebratory event.

For detailed information on how to find King’s College after arriving in London, please go to:

If you have trouble finding a hotel/accommodation please do get in touch with and Emily will be happy to help.

Previous Sponsors

Interested in becoming a sponsor?


For any questions, please contact Kea Company by emailing us at

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