Conference Day Two: Tuesday, 29 April 2008

09:00 Chairman’s Welcome And Recap

09:15 The Power Of Brand Activation! Implications For Youth Marketing In The Middle East

• What is brand activation?
• Why is it an important weapon in the arsenal of a marketer?
• A new approach to brand activation
• Hot topics and implications to the Middle East youth market
• Turning the theory into practice: Examples from regions leading youth brands

Tolga Sezer
Former Executive Vice - President
AUJAN INDUSTRIES

10:00 Panasonic: “Kids Witness News”, Or How To Involve Youth With Your Brand Early By Being Educational And Fun

• Presentation of the program structured to develop students’ self-confidence, creativity, communication skills and teamwork through the use of digital video technology
• An overview of the results of this program started in 1989 with global expansion in 2003 reaching out to more than 70,000 students worldwide
• The impact for Panasonic as a brand and its interaction with youth around the world

Sajjad Faleel
Corporate Communication Manager
PANASONIC MARKETING MIDDLE EAST

11:15 Fulla: The Arab Doll, An Alternative To Barbie In The Middle Eastern Countries

• Creating a product specifically targeting the Middle East by adapting the well known Barbie to local tastes, traditions and culture
• Discovering the challenges, reasons for success and plans of development

Fawaz Abidin
Fulla Brand Manager
NEWBOY TOYS / FULLA

12:00 Designing Effective Campaigns Targeting Kids And Youth By Establishing Proven ROI

• Discovering ways to better utilise conflicting data in forming a strategy
• Proving the ROI of your strategy
• Better understanding each segment and their habits

Experts from creative agencies

Hassan Mourad Director – Strategic Integration OOBERS

Nicolas Chidiac Strategic Planner LEO BURNETT, DUBAI

Experts from research agencies

Himanshu Vashishta MD AC NIELSEN, UAE

Maswood Ahmed Business Development Director MAKTOOB RESEARCH

14:00 Mecca Cola: Creating An Alternative To Major

Players In The Middle East Region – How An Impossible Bet Turned Into A Fantastic Success

• From a modest start in a Paris suburb to millions of bottles sold; the path to success
• Optimising your communication towards youth to offer a change from one of the most established brands in the world
• Lesson learned and expansion plans

Tawfik Mathlouthi
Founder
MECCA COLA

14:45 HP: “Design Your Personal Life” – A Testament To HP’s Ongoing Commitment To The Development Of Youth

• The project from its inception to the actual event, occurring simultaneously in 4 cities on 3 different continents, and the results
• Using technology to bring the youth of different countries with similar experiences and environments together and creating a community

Patricia Trodd
Marketing Director
HP

16:00 Organic Foods And Cafe: The Successful Launch Of A Pioneering Concept In The Middle East

• Developing an innovative food and supermarket concept in the region and communicating efficiently to the youth to make it a success
• Educating youth to healthy eating while engaging them to use and spread the word about your brand
• Explaining the USP to the retail and the consumer
• Case Study: HiPP baby food

David Blomgren
Brand and Export Manager
ORGANIC FOODS AND CAFE

16:45 Quiz A Wide Cross-Section Of Youth Today: Your Opportunity To Find Out What Really Connects With The Hearts, Minds And Wallets Of Youth Today

In this exciting panel, we bring together a diverse panel of 10 kids and young students ranging from 6-18 years old. Hear directly from them about what makes them tick, uncover the latest youth trends and uncover how they truly live their lives, make their buying decisions and just what they really think of your advertising, products and brands!

17:00 Final Q&A Session And Chairman’s Closing Remarks

17:15 End Of Conference

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