Saudi Brand And Communications Summit 2011 by Informa Middle East

Pre - event Guru Day: 4th June 2011 Main dates: 5th - 6th June 2011 Workshops: 7th June 2011 Marriott Riyadh, Riyadh, KSA

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Dear Colleague, I am delighted to welcome you to the Saudi Brand And Communications 2011. As leading marketers, progressive communication and savvy brand professionals, you will realise it’s noisy out there! As more and more brands grapple to engage eyes and ears, consumers find the platforms to talk back to your brand, speak out about your brand and the rise of digital is adding to the clutter. The only Saudi Brand And Communications 2011 in the Kingdom provides an unrivalled and much needed platform for discussion and debate, networking and learning. This event brings together a combination of principle voices across all industries sharing winning techniques and lessons learnt. Brands leading the way in the specialist market of the Kingdom and major international giants will give you the tools and techniques to build a unique and targeted brand voice, implement supreme brand management and deliver holistic communication strategies through difficult times.

Join your forward thinking peers at the Saudi Brand And Communications 2011 to discover how to propel your brand forward in the unique market of Saudi Arabia and achieve sustainable and profitable growth. I look forward to welcoming you to the Saudi Brand And Communications in June. Kind regards

Katie Briggs Conference Director Saudi Brand And Communications 2011 P.S Don’t miss the exclusive Guru Day – everything you ever need to know about new media

Public Relations

Marketing

Who’s Attending?

Operations

Vice Presidents, Directors, Senior M a n a g e r s , C h i e f O f f i c e r, H e a d s o f :

Brand

Corporate Communications Product

From Which Sectors? Banking

Trading

Telecommunications

Retail

Food and Beverages

Logistics

FMCG Utilities Airlines

Finance

Hotels

Manufacturing

Real Estate

Media and Broadcasting

Generate New Sales Leads Launch New Products or Services Enter New Markets Build Customer Loyalty Position Your Company Brand Building Relations With The Media Brokering New Business Partnerships

The brand is all about the promises that it makes – and how well it delivers them. For tailored sponsorship packages – please contact Jake Brown on +971 50 912 7133 or email sponsorship@iirme.com

Our Speakers Are Our Biggest Asset Featuring case studies and from… Day 1

Day 2

09:05 Developing The ‘Saudi’ Brand: Showcasing Saudi Arabia – An Enriching Experience Abdullah Salman Al Jehani, Vice President, Marketing and Media, Saudi Commission for Tourism & Antiquities, KSA 10.25 Social Media In The Kingdom: How Are Companies Engaging With Saudi’s Youth? Moussa Obeid, Marketing Head, Saudi and Yemen, Nokia, KSA 12.45 Building Brands In The Unique Market of The Kingdom Ibrahem A AlSuhaibani, Corporate Communications Director, Al Muhaidib, KSA

09.05 Communications And Creativity In An Arabic Speaking Market Samir Siddiqi, Advertising Manager, Mobily, KSA 09.45 How Emirates NBD Achieved An Outstanding Rebrand Post 2007 Merger – Your Tool Kit For Achieving A Successful Re-brand In The Middle East Vikram Krishna, Head Of Group Marketing, Emirates NBD, UAE 10.20 Defending The Brand In A Crisis – Toyota’s Story Colin Hensley, Former General Manager of Corporate Affairs & Planning, Toyota Motor Europe, Belgium

Plus world class contributions from: Piers Schreiber, Vice President, Corporate Communications & Public Affairs, Jumeirah Group, UAE Peter Benedictis, Area Marketing Officer, Philips Middle East, UAE Jason Ong, Area Director, Middle East & Africa, Singapore Tourism Board, UAE

See Inside for full agenda

Mahmoud Awan, Head of Marketing, Bupa Arabia – KSA

SPONSOR PROFILES

Silver Sponsor

At Siegel+Gale we believe that Simple is Smart. We are a global strategic branding and design agency that is committed to building world-class brands.Through the lens of simplicity we help clients answer complex business challenges to create maximum business impact through elegantly simple, surprisingly fresh strategies, stories and experiences. Beginning every engagement with research, we then thoroughly meld strategic and creative thinking to deliver brand experiences that help our clients realise their full potential. We deliver this through comprehensive services in brand development, simplification, research and digital media. To find out more about how we can help you create or invigorate your brand, or bringing simplicity to your communications, please contact Zohair Zoueihed on +96612179137, or zzoueihed@siegelgale.com

Silver Sponsor

TBWA\RAAD Saudi Arabia is owned by the global TBWA\ advertising agency network which creates and manages brand behavior through Disruptive Ideas brought to life across the Media Arts landscape. The network unites over 11,000 people, operating in 274 agencies, and in 100 different countries. With offices in Jeddah and Riyadh, TBWA\RAAD Saudi Arabia is today the most awarded full-service advertising agency in the history of the Kingdom. Its client portfolio includes Almarai, Ewaan, Gulf Advantage Automobiles (Renault), Gulf General Insurance, Holsten, Islamic Trade Finance Corporation, Keppel Alnumu, MARS, Othman Plastic Products, Saline Water Conversion Corporation, MODON, SMC Interiors, Unilever, Wooden Bakery and many others.

Delegate Bag Sponsor

A company majority owned by Jabbar Internet Group, the region’s leader in e-commerce ventures with 10 years in the industry, Cobone.com offers a unique service by offering tremendous savings to a large group of buyers over a short period of time. With over 100,000 members currently registered, this web-based business model uses the power of group purchasing to offer daily deals (http://www.cobone.com) on something that is fun to do. A different offer will be available each day for sale at a discount between 50% and 90% allowing members to break out of their routine and try out new activities. Shoppers are encouraged to invite friends, colleagues and family to join in on daily deals so as to increase their own chances of successfully making a purchase. Customers will also be given the flexibility to purchase coupons for themselves or their friends using a selection of credit cards, cash on delivery and online payment options such as CashU and PayPal which makes their shopping experience, instant, fast, reliable, and secure.

Can you help the major brands in Saudi Arabia stand out from the crowd?

Our events have simple goals for sponsors – to encourage innovation, form new relationships and generate business. We have a number of creative ways to do this for your organisation – including giving you the opportunity to present a case study to our audience of decision makers from some of the biggest brands in the Kingdom. You can also meet leading Marketing Directors, Brand Directors and Heads of Brands on a one-to-one basis through pre-arranged meetings at the event, a fantastic and cost effective way to meet your target market face to face. For tailored sponsorship packages – please contact

Jake Brown on +971 50 912 7133 or email sponsorship@iirme.com No one will believe for long what any organisations says if it is not matched by its performance.

Saturday 4th June 2011

Pre Event GURU DAY Scott Goodstein

MUST ATTEND! EXCLUSIVE DAY WITH WORLD RENOWNED GURU, SCOTT GOODSTEIN

The Complete New Media Toolkit President Obama’s Former External Online Director Timings: Registration and coffee will be at 8.30. The workshop day will commence at 9.00 and conclude around 14.00 with appropriate breaks for refreshments. Lunch will be served at 14.00. Agenda 9.00-10.00 New Media Overview – Basic Introduction To New Media • An overview of the full suite of digital media tools, the history of the tools, what they do and why they work • Brand management best practices in the age of social media • Online reputation planning and management in the age of social media – managing bad press and negativity online 10.00-11.00 Social Media – A Look At The Evolution And Changes In Social Media • A discussion of social networking from the Obama campaign to present day • Social media R.O.I: how brands scale using social media • Effectively incorporating social media campaigns and programmes into your brand management practice

11.00-11.30 Networking Opportunity And Refreshment Break 11.30-12.30 Mobile Technology – Everything’s Mobile • The fast evolution of mobile technology is changing how we communicate • From SMS to smartphones, mobile apps to mobile advertising 12.30-13.30 Utilising Social Media In A Targeted Way To Help Your Organisation • What tools make sense for you to use. How do you start a social networking presence? • Building outstanding brand experiences online and offline to attract and retain customers • Online/digital crisis planning and management in the age of social media – protecting your brand from attacks and disasters

13.30-14.00 Question And Answer Forum 14.00

Closing Remarks From Scott Goodstein

Scott Goodstein Revolution Messaging, Former External Online Director, Obama for America, USA Scott Goodstein was the External Online Director for Obama for America, and was responsible for developing the campaign’s revolutionary social networking platforms. His pioneering work included running the first political campaign effort to launch niche based social networks like BlackPlanet, Eons, MiGente, AsianAve, Disaboom, etc. He built the campaign’s lifestyle marketing strategy and developed the “street team” materials used in battleground states. Goodstein also created and implemented Obama Mobile, an advanced communication strategy that included text messaging, downloads, interactive voice response communication, a mobile web site (WAP), and even an iPhone application. Prior to his work at Obama for America, Goodstein worked for the Democratic Legislative Campaign Committee, Democratic Congressional Campaign Committee and over two dozen progressive political initiatives. In 2004, Goodstein co-founded Punkvoter.com and Rock Against Bush which became a $4 million young voter mobilisation effort. He has conducted political trainings for the National Democratic Institute, UNICEF, Democracy for America, the Campaign Management Institute, and the New Organising Institute.

Branding is more than just a good idea; it depends on two way relationships. Strong brands are built on values that customers care about. Good relations need effective and constant communications

DAY ONE - SUNDAY 5th JUNE, 2011 08.30

Registration And Morning Refreshments

09.00

Opening Remarks From The Chairman Olivier Alain Blanchard, Principle, BrandBuilder Marketing, USA

09.10

REGIONAL INSPIRATION: Extending The Vision: Developing The Saudi Tourism Brand • Understanding the importance of branding in the Saudi Commission’s marketing strategy • Reviewing the developments of the Saudi Commission corporate and tourism brands • Showcasing the “Saudi Arabia -Enriching Experience” as the next unique tourist destination • Examining Saudi Tourism KPI’s 13.10 Abdullah Salman Al Jehani, Vice President, PERFECT BRAND BUILDING IN THE KINGDOM: Marketing and Media, Saudi Commission for Almuhaidib’s Story Tourism & Antiquities, KSA • How Almuhaidib successfully built a new group ID: successful stories and overcoming obstacles THE IMPORTANCE OF CULTURE: Brands – Do we know • Taking local brands to international standards: a step-by- it all? step guide • Recognising culture as an integral part on brand building • Revealing winning strategies in the specialist market of • Driving an entrepreneur spirit in your branding Saudi Arabia to achieve brand domination • It is more than just a logo and a manual Ibrahem A AlSuhaibani, Corporate Communications • Optimising the interaction between consumers and Director, Al Muhaidib, KSA brands and exploiting benefit at every touch point • Is it still about brand equity? 13.45 Lunch And Networking Opportunity Mohammed Abaalkheil, Head Of Marketing Division, 14.45 Battle Of The Brands And The Audience Interactive Vote! Bank AlBilad, KSA This energising and fast paced session will put 3 leading CASE STUDY COLLECTION: Brand Management In The Age agencies to the test. Pay attention aseach company has 5 minutes Of The Hyper-Connected Consumer to pitch a new brand concept to you, the experts. Then score Due to the world-wide adoption of mobile devices and the them against wining criteria with an interactive vote! A session increasing use of consumer friendly internet and social surely to remember. networks,the rules of brand management are changing almost weekly. In this new world of digital influence, self-expression 15.15 SMART SAVINGS: Creatively Utilising Your Budget To Maximise Your Brand’s Impact: and amplified word-of mouth, traditional marketing tactics are In the aftermath of the financial crisis both major no longer enough. During this session, Olivier Blanchard will international and smaller local companies must evolve discuss how some of yesterday’s most successful brands to make savvy decisions with their reduced branding are adapting to these changes and rebuilding their relevance for budgets. Big budgets are no longer common place and a new generation of consumers and how others are not. organisations making an impact through smart choices • Outlining the new areas of focus that brand and innovative branding strategies are setting a new managers must add to their strategic portfolio precedence. • Implementing the new rules of brand management • Optimising your branding resources: what to and what to boost relevance for the next generation of customers not to spend your money on • Sharing examples of do’s and don’ts from a • Identifying new approaches to brand management and variety of brands including Ford, Pepsi, Old Spice, delivering with flawless execution Kenneth Cole, Starbucks, Orange and Nokia. • Delivering brand clarity to enhance your marketing Olivier Alain Blanchard, Principle, BrandBuilder campaigns and increase efficiency Marketing, USA • Understanding the importance of assessing your brand Morning Refreshments And Networking Opportunity strategies and campaigns through proven ROI

10.50 11.15

11.50 12.10 12.45

NEW RESEARCH CASE STUDY COLLECTION

OPENING KEYNOTE

THE POWER OF SAUDI’S YOUTH: How Are Companies 15.50 Penetrating Saudi’s Young Market? During this session Moussa will discuss how leading brands in 16.10 the Kingdom, active in social media are successfully engaging with the younger market and building outstanding brand experiences online to attract and retain young customers. • What are the current social media usage trends in Saudi? • How are marketers building brands among Saudi’s youth? • Utilising opportunities and understanding online challenges for Saudi brands • Revealing supreme strategies for effectively incorporating social media campaigns and programs into your brand management practice Moussa Obeid, Marketing Head, Saudi and Yemen, Nokia, KSA 16.45 Facilitated Networking Session Find out who’s who with this high energy, structured networking session designed to bring you face to face with your peers. Bring plenty of business cards! CHANGING WORLD: Recognising The Importance Of Non TV Media This session will examine how digital is changing the marketing world as we know it and share the winning strategies to seamlessly connect your digital presence with your PR activities under the brand umbrella. • Discussing the rise and changing face of digital marketing and media • Revealing forward thinking communications and relations that compliment brand management in an online world • Effectively integrating digital and PR activities to propel 17.20 your brand in a rapidly changing world Murat Ozgel, Commercial & Customer Director, Coca Cola Middle East And North Africa, UAE SMART SIMPLICITY: The Key To Successful Brands Despite a still challenging economy, Middle Eastern consumers who live in the UAE and Saudi Arabia are willing to pay more

CASE STUDY

Afternoon Refreshment And Networking Break SUPREME BRAND LEADERSHIP: Winning Through Superior Brand Management Strategies • Developing a clear brand identity and an effective brand image to gain market share in a competitive environment • Inventing innovative brand strategies to survive time and crises • Driving long term sustainability: o Gaining loyalty by maintaining your brand’s promise o Ensuring your brand stand out among others Peter Benedictis, Area Marketing Officer, Philips Middle East, UAE

CASE STUDY

for brands that deliver simpler experiences and interactions. This is a key finding of the first annual Global Brand Simplicity Index by siegel+gale this year. The survey of more than 6,000 consumers across seven countries uncovers the perceived points of complexity and simplicity in people’s lives, as well as the Simplicity Premium™, or the value people place on having a more simplified experience with brands in various industries. • The good, the bad and the very ugly • Simplicity in a regional context - key learnings for brands in the Middle East - challenges for Saudi brands • Optimising the Simplicity Premium™ Tarek Sultani, Co - Managing Director, siegel+gale, Europe, Middle East and Africa

CASE STUDY

10.15

GURU KEYNOTE

09.45

CASE STUDY COLLECTION

Best Practice Strategies For Developing Innovating Communication Campaigns In The Healthcare Sector Healthcare institutions face a whole host of unique challenges in their marketing : effectively communicating sensitive information, maintaining transparency with customers including disclosing unanticipated outcomes, promoting image (with no tangible product to sell), growing reputation in an ethical way to increase profitability and patient pool and creatively utilising varying budgets to maximise the impact of their communications. This session will examine the best practices communication strategies in managing healthcare reputation and change control. It will dissect a winning health campaign and review each touch point and why it was successful. Mahmoud Awan, Head of Marketing, Bupa Arabia, KSA Closing Remarks From The Chairman Olivier Alain Blanchard, Principle, BrandBuilder Marketing, USA

For tailored sponsorship packages – please contact Jake Brown on +971 50 912 7133 or email sponsorship@iirme.com

08.30

CASE STUDY COLLECTION

DAY TWO - MONDAY 6th JUNE, 2011 Registration And Morning Refreshments

11.15

The Saudi Brand And Communications Social Media Forum • What does the current social media landscape in the Kingdom look like? • Why use Social Media in Saudi Arabia? • Should Saudi companies follow social media trends in other regions or does more need to be considered? • Securing senior level buy-in for corporate social media strategies Panelists Include: Moussa Obeid, Marketing Head, Saudi and Yemen, Nokia, KSA Roger Haywood, Chief Executive, Issues Managers, UK

11.50

CASE STUDY

CASE STUDY CASE STUDY

Uncovering The Difference Between Brand Belief And Brand Behaviour During this session Ghassan will distinguish between brand belief and brand behavior and assess how global and local brands are behaving at different customer touch points. He will demonstrate through a series of case studies how leading brands are behaving at traditional and non-traditional touch points in a world where media is no longer the media we know. • Understanding the importance of brand behavior to enhance customer experiences and strengthen customer relationships • Devising great brand behavior in the context of the local Saudi market

CASE STUDY

10.15

15.35

Afternoon Refreshment And Networking Break

15.55

Brands And Communication In A B2B Environment: A Focus For alfanar • Discussing the complexitites of B2B vs B2C marketing in Saudi Arabia • Gearing up to build relationships: ensuring brand promotion and aligned communications to beat the competition and win market majority • Inward co-ordination to achieve outward success: going to market with one image Olaf Brinkmann, Group Communications Executive Manager, alfanar, KSA

16.30

17.05 17.10

CASE STUDY

09.40

PANEL DISCUSSION

09.05

CASE STUDY

10.50

• Redefining ‘media’ and exploring the customer’s real touch points in a new media world Opening Remarks From The Chairman • Evaluating how global and local brands are using non- Olivier Alain Blanchard, Principle, BrandBuilder Marketing, USA traditional touch points to engage customers Ghassan Kassabji, Managing Director, TBWA\RAAD, KSA FEED YOUR IMAGINATION: Making Brands Sing – Exclusive Insight From Mobily • Best practice strategies in delivering highly innovative 12.15 Profiling A Luxury Brand In KSA Through Smart Content – brand and communication strategies in a competitive market Communicating Jumeirah • Effective communications in an Arabic speaking market: • Tailoring brand and PR campaigns to promote luxury high lighting the importance of hotels in the KSA market – assessing Jumeirah’s strategy understanding your audience and successfully translating • Leveraging social media channels to drive traffic to brand meaning Arabic and English websites • Building brands and refreshing consumer relationships • Sharing what makes content smart: the ability to through experimental design and brand touch points convert mindshare to marketshare • Utilising your competitors to evaluate creativity vs risk • Knowing your audience: adapting content, formats and Samir Siddiqi, Advertising Manager, Mobily, KSA channels to culture, changing behavior and needs Piers Schreiber, Vice President Corporate NEW START: How Emirates NBD Achieved An Outstanding Communications & Public Affairs, Jumeirah Group, UAE Rebrand Post 2007 Merger In 2010 Emirates NBD, one of the Middle East’s largest 12.50 SUPERIOR STRATEGIES: Integrating Your Internal And banks by asset size, unveiled its first fully rebranded branch, External Communications For Reputational Impact – The reflecting the conclusion of the merger process between NCB Experience Emirates Bank and National Bank of Dubai. With the re-brand Cameron Walker will discuss the importance of taking a holistic successfully completed, Emirates NBD which serves more than to approach to your organisation’s corporate communications one million customers across the UAE is firmly established as a plan and reveal how this has had a positive impact on The national and international banking champion. During this session National Commercial Bank’s reputation. Vikram will discuss the best practice strategies for delivering a He will shed light on: successful re-brand in the Middle East. • The NCB Ambassador Programme within The National • Understanding the vital preparations and processes in Commerical Bank strategising for and delivering the rebrand • The pivotal role of securing internal buy-in and delivery in • Identifying and overcoming top rebranding challenges and your communication strategies avoiding the common pitfalls • The importance of integrating your internal and external • Achieving persuasive positioning and strong brand re- communications building to secure customer trust and loyalty • Defining the value of holistic corporate communications • Witnessing the power of follow up campaigns: “Truth and Reality” Cameron G Walker, Head, Corporate Communications, • A glimpse at your tool kit for a successful rebrand in the Middle East The National Commercial Bank, KSA Vikram Krishna, Head Of Group Marketing, Emirates NBD, UAE 13.25 Lunch And Networking Opportunity LESSONS LEARNT: Defending The Brand In A Crisis – Toyota’s Story 14.25 INTERNATIONAL INSPIRATION: Destination Branding For Toyota – the company that became the world’s largest and most Future Growth – The Evolution Of Brand ‘Singapore’ profitable automaker on the back of a rock-solid reputation • Media consumption trends – the new traditional media: for quality and dependability found itself at the center of the exploring the Singapore Board’s response to the biggest product recall in years. During this session Colin Hensley escalation of online media will discuss what this meant for Toyota’s brand image in its • How the Singapore Tourism Board is rising to meet the largest and most profitable market and share the best practice needs of the empowered customer communication strategies in successfully managing the crisis. • The quest for enriching travel experiences: identifying the • Analysing impact: harnessing digital to build a quick and new needs of travelers and how Singapore can meet them critical overview of stake-holder attitudes to company, Jason Ong, Area Director, Middle East & Africa, products and services Singapore Tourism Board, UAE • Effectively managing online communications for damage control during a crisis 15.00 SAUDI EMPLOYER OF CHOICE: Extending You Brand To • Weighing the essential online tools to respond to negative Attract And Retain Talent comments and complaints • Maximising the role of your brand to draw in new clients • Discussing corporate and personal lessons learnt from and recruits the Toyota pedal crisis • Integrating marketing and communication strategies to • Best practice communications to successfully build back build a living, breathing brand within your organisation consumer trust • One corporate vision: ensuring successful translation Colin Hensley, Former General Manager of Corporate and interpretation of your brand across Affairs & Planning, Toyota Motor Europe, Belgium a diverse workforce Stephen Harrison-Mirfield, Director of Operations, Morning Refreshments And Networking Opportunity KPMG Al Fozan & Al Sadhan, KSA

09.00

Making A Brand Digital: Adding Another Dimension • How to reflect a brand’s identity online: a step-by-step guide • Understanding the components of online branding • What are the branding tools available online and which ones are right for you? • Extending your brand beyond your website Closing Remarks From The Chairman Olivier Alain Blanchard, Principle, BrandBuilder Marketing, USA Close Of Saudi Brand And Communications 2011

Tuesday 7th June 2011 Post Event Workshop A

Tuesday 7th June 2011 Post Event Workshop B

BRAND DEVELOPMENT FOR 2011 AND BEYOND 08.30 - 12.30

BUILD MAXIMUM BRAND SUCCESS THROUGH CUTTING EDGE COMMUNICATIONS AND RELATIONS 13.30 - 17.30

Rationale This workshop is designed to give you the practical tools and techniques critical to establishing your brand’s unique objectives and identity, creatively managing your brands sustainability and defining and connecting with your customers through digital and non-digital means to ensure your brand stands out. Learning Objectives: • Study the philosophy and methodology used by some of the most successful brands in the world (including micro-brands) • Learn how best-in-class companies around the world are applying these lessons through case studies and real world examples • Understand the lessons and techniques covered in the first part of the session to develop a blueprint for your own organisation

Agenda 08.30-09.30 08.30-09.15 09.15-10.00

10.00-10.45 10.45-11.30 11.30-12.15 12.15-12.30 12.30

Registration and morning refreshments Clarifying your identity, purpose, place and objectives in order to establish a strong foundation for your brand in a rapidly changing world Truly connecting with your customers (and your competitors’ customers) using digital and non-digital means. Among the topics of discussion will be traditional marketing, customer service, product management, digital and social media, customer experience design and consumer insights management Building a loyalty engine that will fuel your business for years to come Protecting your brand against attacks, negative reviews, bloggers and bad PR Innovate in areas where you might not realise you can Question and answer session Lunch and networking opportunity

Meet Your Workshop Leader

Rationale This workshop is designed to address both the theory and practical elements in public relationships and how to use your communications as an asset to build brand success. It is set to deliver the tools, together with tips and tricks that will help you reach your goals, minimise risks, work effectively in your organisation and communicate you exact messages. Learning Objectives: • Defining the values, standards and ethics of the brand and the company • Learning how to help marketing and PR professionals work as trusted allies • Clarifying the related and separate roles and responsibilities of PR and marketing professionals • Defining the brand values in line with corporate policies • Developing strategies and processes to handle all issues • Building the resources and techniques to manage a crisis • Understand why public relations is NOT just communications • How to help the board make the right corporate policy decisions • Understanding how to drive your brand to the top in the trust and credibility league • How brand support programmes work to agreed objectives • Developing your measurable and realistic objectives • Identifying the value in starting with simple aims

Agenda 13.30-14.15 14.15-15.00 15.00-15.45 15.45-16.05 16.05-16.50 16.50-17.30 17.30-17.45 17.45

Top Brands Are Built On Credibility And Trust Brand Policies And Strategies Corporate Communications Strategies Refreshments And Networking Break Campaign Aims And Objectives Audiences And Performance Measures Question And Answer Session Close Of Post Event Workshop B

Meet Your Workshop Leader Roger Haywood,

Olivier Alain Blanchard, Principle, BrandBuilder Marketing, USA

Olivier Blanchard is a marketing executive with 16 years of brand management experience working with B2B and B2C companies ranging from manufacturing and distribution to retail and consumer goods. He is the founder of BrandBuilder Marketing, a US based brand management consulting firm and the Red Chair Group, which provides global operational social media training for corporate executives. He has worked with global brands like Microsoft, K2 and Michelin, government entities like the Federal Reserve System and the CDC and emerging brands like Intefy, GasPedal and Hincapie Sportswear. 7th June 2011 Post Event Workshop B Tuesday In addition to his business, Olivier is a contributor for FastCompany.com and Alltop.com, and sits on the SmartBrief advisory board. His blog, The BrandBuilder blog, is a familiar fixture in the AdAge Power 150 and Evan Carmichael Top 50, and was voted Top 10 Best Blogs in 2010 and 2011 by Social Media Explorer.

Chief Executive, Issues Managers, UK

Roger Haywood is a leading UK corporate strategist with a particular expertise in developing board policy and supporting this through public relations and marketing. He also trains and lectures in these areas as well being a media commentator and writer on business issues of the day. He developed the business management technique of issues analysis and ran the world’s first issues audits for organisations as diverse as Amnesty International, the pharmaceutical giant Aventis, the European Commission, the world’s largest company General Electric, retail leader Sainsbury’s and others. He has been a board advisor, specialising in reputation strategies in both the commercial and non-profit sectors for organisations such as the Archant publishing group, British Airports Authority, Cadbury Schweppes, Compaq, Cranfield University School of Management, Electrolux, the First transport group, General Motors, ICI, Rolls Royce, Thomas Cook and Unilever. Roger set up the specialist advisers, Issues Managers. The consultancy advises on the corporate strategy, the management of issues, the changing of public perceptions, lobbying, reputation development, corporate communications and media management.

The brand is in the mind – what the customer feels is what matters. Why do the public insist on this product and not that one.... what builds relationships and how can I apply this to my organisation?

Pre - event Guru Day: 4th June 2011 Main dates: 5th - 6th June 2011 Workshops: 7th June 2011 Marriott Riyadh, Riyadh, KSA

FIVE WAYS TO REGISTER 971-4-3352437 971-4-3352438 register@iirme.com

Saturday 4th June 2011

GCS/IIR Holdings Ltd. P.O Box 13977 Muharraq Kingdom of Bahrain

IIR Holdings Ltd. P.O Box 21743 Dubai, UAE

www.iirme.com/saudibrands Sunday 5th June 2011

Monday 6th June 2011

Tuesday 7th June 2011

Pre Event Guru DayThe Complete X New Media Toolkit

The Saudi Brand And X Communications Event 2011 – Day 1 The Saudi Brand And Communications Event 2011 – Day 2 Post Event Workshops A+B

X X

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Saudi Brand And Communications

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Cancellation

Company: ............................................................................................................................................................................................................ Address: ................................................................................................................................................................................................................

If you are unable to attend, a substitute delegate will be welcome in your place. Registrations cancelled more than 7 days before the Event Postcode: ................................................................................. Country: ........................................................................................................... are subject to a $200 administration charge. Registration fees for registrations cancelled 7 days of less before the Event must be paid in Tel: .............................................................................................. Fax: .................................................................................................................. full. Substitutions are welcome at any time. No. of employees on your site: Due to unforeseen circumstances, the programme may change and IIR  1000+  500-999  250-499  50-249  0-49  YES, I would like to receive information about future events reserves the right to alter the venue and/or speakers. & services via e-mail ................................................................. Nature of your company's business: ..........................................

Event Venue:

To assist us with future correspondence, please supply the following details: Name of the Department Head: ..................................................................................................................................................................... Department: ........................................................... Mobile: .......................................... Email: ....................................................................... Training Manager: ............................................................................................................................................................................................. Department: ........................................................... Mobile: .......................................... Email: ......................................................................

Marriott, Riyadh, KSA Tel. + 966 1 477 9300 Accommodation Details We highly recommend you secure your room reservation at the earliest to avoid last minute inconvenience. You can contact the IIR Hospitality Desk for assistance on: Tel: +971-4-4072693 Fax: +971-4-4072517 Email: hospitality@iirme.com

Booking Contact: .............................................................................................................................................................................................. Department: ........................................................... Mobile: .......................................... Email: ......................................................................

IK/KB

K200

Marketing