Conference Day One: Monday, 28 April 2008

09:00 Chairman’s Welcome And Opening Remarks

09:15 LG Electronics: Using The Latest Trends To Engage Youth Through Music And Sports

• Differentiating your communication from traditional advertising through music and sports to better engage youth
• Learning how to react quickly and effectively to leverage the power of trends and fashion to increase sales figures

Hamad Malik
Director Marketing & Corporate Communications, Middle East & Africa Operations
LG ELECTRONICS

10:00 Saudi Teenagers: In-Depth Understanding And Ideas On How To Best Target The Saudi Youth Market

• Understanding your target market – cultural differences, preferences, attitudes and opinions: the specificities of the Saudi youth market compared to the rest of the GCC
• How to segment your brand based on value, appeal, demographics and psychographics
• Matching your product’s concept, content, context, character, attitude and style, point of view and medium to the segment

Tony Nassif
Regional Marketing Manager
RED BULL

11:15 Ski Dubai: Showcasing A Successful Strategy To Target Youth In The Middle East In The Entertainment Sector

• Experiencing snow in the middle of the desert: a crazy idea turned into a tremendous success! This presentation will go beyond the strategy of Ski Dubai to successfully reach out to youth in the region.

Senior Representative
SKI DUBAI

12:00 Web 2.0 In Arabic: Implementing Cutting Edge Social Media Marketing Strategies In The Arab World

• How is social networking being used by young people in the region, and is it really taking off in the region?
• Utilising social networking sites for marketing campaigns – is it the way forward for clever brands?
• Regional versus international trends in social networking - understanding the penetration of social networking sites in the Middle East
• Navigating the legal and PR risks of social media marketing

Ahmed Nassef
VP, Maktoob Group GM, Maktoob.com
MAKTOOB

14:00 Crocs: Strategies For Making Your Brand The Next ‘Must Have’

• Leveraging the power of sponsorship: choosing the right events which will powerfully communicate your brand values, create a relationship with youth and get your consumers raving about your brand and marketing it themselves
• Using the right websites, magazines and media channels to advertise to the youth market
• Creative ways to integrate your brand into lives of kids to foster word of mouth marketing, loyalty and get them to feel like they own the brand

Michael Brown
Owner
IQDAM INTERNATIONAL: Distributor Of Crocs In The Middle East

14:45 The Headless Chicken That Caught Fire

• Nando’s Kuwait- how a chicken suit, phone camera, Facebook and a blog made an angry chicken famous…

Nicolas Chidiac Strategic Planner, LEO BURNETT DUBAI

Nabil Rashid Account Manager LEO BURNETT DUBAI

16:00 Decoding The Role Of Mobile Phones And Their Impact On Young Generations And Advertisement

• Grasping how mobile phones have been changing the communication landscape and the way youth thinks, plays and interacts
• Analysing the consequences for marketers and advertisers in setting up innovative strategies to connect with the youth and engage them

Mohamed Badran
Marketing Director Middle East and Africa
MOTOROLA

16:45 Interactive Roundtable Solution Finding Session

Explore your individual concerns and goals in informal discussion groups facilitated by speakers of the day. There will be two roundtable discussion groups on different subjects each hosted by one of the speakers, ensuring you are able to address the key issues you are facing now. Each group is limited to ensure that you have the opportunity to contribute to and benefit from this invaluable experience. Join one of the following discussion groups on:

• Innovative ways to create and iconic brand and capturing the hearts and minds of youth around the world
• Online Marketing to youth – challenges and opportunities

17:30 Chairman’s Closing Remarks And End Of Conference Day One

[ Register Now] · [ Next: Conference Day Two: Tuesday, 29 April 2008 ]