| 08.30 |
Registration And Morning Refreshments |
| 09.00 |
Opening Remarks From The Chairman
Roger Haywood, Chief Executive, Issues Managers, UK |
| 09.10 |
FEED YOUR IMAGINATION: Making Brands Sing – Exclusive Insight From Mobily
- Best practice strategies in delivering highly innovative brand and communication strategies in a competitive market
- Effective communications in an Arabic speaking market: high lighting the importance of understanding your audience and successfully translating brand meaning
- Building brands and refreshing consumer relationships through experimental design and brand touch points
- Utilising your competitors to evaluate creativity vs risk
Samir Siddiqi, Advertising Manager, Mobily, KSA |
| 09.45 |
Lessons Learnt: Defending The Brand In A Crisis – Toyota's Story
Toyota – the company that became the world's largest and most profitable automaker on the back of a rock-solid reputation for quality and dependability found itself at the center of the biggest product recall in years. During this session Colin Hensley will discuss what this meant for Toyota's brand image in its largest and most profitable market and share the best practice communication strategies in successfully managing the crisis.
- Analysing impact: harnessing digital to build a quick and critical overview of stake- holder attitudes to company, products and services
- Effectively managing online communications for damage control during a crisis
- Weighing the essential online tools to respond to negative comments and complaints
- Discussing corporate and personal lessons learnt from the Toyota pedal crisis
- Best practice communications to successfully build back consumer trust
Colin Hensley, Former General Manager of Corporate Affairs & Planning, Toyota Motor Europe, Belgium
|
| 10.20 |
THE ROI OF SOCIAL MEDIA MONITORING
Fadl Al-Tarzi, Chief Operating Officer, News Group International,
UAE |
|
10.50 |
Morning Refreshments And Networking Opportunity |
| 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
Karim Elkari, Account Director, JWT, KSA
Fadl Al-Tarzi,
Chief Operating Officer, News Group International, UAE
|
| 11.55 |
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
- Redefining 'media' and exploring the customer's real touch points in a new media world
- Evaluating how global and local brands are using nontraditional touch points to engage customers
Ghassan Kassabji, Managing Director, TBWA\RAAD, KSA |
| 12:25 |
Profiling A Luxury Brand In KSA Through Smart Content – Communicating Jumeirah
- Tailoring brand and PR campaigns to promote luxury hotels in the KSA market – assessing Jumeirah's strategy
- Leveraging social media channels to drive traffic to Arabic and English websites
- Sharing what makes content smart: the ability to convert mindshare to marketshare
- Knowing your audience: adapting content, formats and channels to culture, changing behavior and needs
Piers Schreiber, Vice President Corporate Communications & Public Affairs, Jumeirah Group, UAE |
| 13:00 |
Smart Strategies: Integrating Your Internal And External Communications For Reputational Impact – The NCB Experience
Cameron Walker will discuss the importance of taking a holistic to approach to your organisation's corporate communications plan and reveal how this has had a positive impact on The National Commercial Bank's reputation. He will shed light on…
- The NCB Ambassador Programme within The National Commerical Bank
- The pivotal role of securing internal buy-in and delivery in your communication strategies
- The importance of integrating your internal and external communications
- Defining the value of holistic corporate communications
Cameron G Walker, Head, Corporate Communications, The National Commercial Bank, KSA |
| 13.35 |
Lunch And Networking Opportunity |
| 14.35 |
International Inspiration: Destination Branding For Future Growth – The Evolution Of Brand 'Singapore'
- Media consumption trends – the new traditional media: exploring the Singapore Board's response to the escalation of online media
- How the Singapore Tourism Board is rising to meet the needs of the empowered customer
- The quest for enriching travel experiences: identifying the new needs of travelers and how Singapore can meet them
Jason Ong, Area Director, Middle East & Africa, Singapore Tourism Board, UAE |
| 15.10 |
SAUDI EMPLOYER OF CHOICE: Extending You Brand To Attract And Retain Talent
- Maximising the role of your brand to draw in new clients and recruits
- Integrating marketing and communication strategies to build a living, breathing brand within your organisation
- One corporate vision: ensuring successful translation and interpretation of your brand across a diverse workforce
Stephen Harrison-Mirfield, Director of Operations, KPMG Al Fozan & Al Sadhan, KSA |
| 15.45 |
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 |
| 16.15 |
Closing Remarks From The Chairmanan
Roger Haywood, Chief Executive, Issues Managers, UK |
| 16.20 |
Close Of Saudi Brand And Communications And Afternoon Refreshments |