Asia Inc Forum On Future Of Marketing Communications Opens
By Sonia K

Bandar Seri Begawan - Asia Inc Forum yesterday held an opening ceremony for its two-day 2006 SME Partnership Programme titled `Brunei: A Leap Into The Future of Marketing Communications' at Bunker Meeting Room, The Empire Hotel & Country Club.

Over 30 participants from various organisations took part in the programme conducted by Mr Wempy Dyocta Koto from Young & Rubicam, Asia Pacific.

During the opening ceremony, a speech was delivered by. Dato Paduka Awang Haji Mohd Hamid bin Hj Mohd Jaafar, Permanent Secretary at the Ministry of Industry and Primary Resources, who was the guest of honour.

Welcoming remarks were delivered by CEO of Asia Inc Forum, Mr Allan Lai, while programme partners Hj Zainal Abidin Hj Mohd Ali, Deputy Managing ofBrunei Shell Petroleum Co Sdn Bhd; Mr Pierre Imhof, General Manager of Baiduri Bank Berhad; and Mr John Perry, CEO of Brunei Economic Development Board; also spoke at the event.

The programme aims to equip Brunei's rising leaders with cutting-edge insights on how the powerful global industry runs. It explores the dynamics and forces driving the industry, imprinting a nuts-and-bolts understanding of the responsibilities marketers, business owners, advertising agencies and media agencies assume in bringing ideas to life.

The programme also introduces effective marketing tools across the business identification, briefing, research, planning, creative development, execution and launch phases that enhance and add value to the final consumer message, generating positive brand sentiment and business/financial performers indicators.

Participants will also be shown how to effectively use the `360 degrees' communication tools that marketers have within their reach, from traditional media to direct marketing, digital marketing and brave guerrilla activities that push norms beyond the box.

The programme will wrap up with a team exercise and final group presentation.

The programme has been designed to imprint the value marketing and brand equity, increase participants' knowledge on the dynamics driving the global, regional and local marketing communications industry as well as introduce participants to insights and tools developed to build robust marketing programmes.

At the end of the programme, participants can expect to be equipped with knowledge and skills for identifying business challenges and translating them to effective briefs, plans and eventually, campaigns. They will also be exposed to practical local marketing ideas that can be applied immediately in their workplaces and businesses.

During the programme, participants will be provided with the right marketing frameworks for driving their businesses and brands successfully. They will be provided with a macro view of the global marketing approach, which will be translated and repackaged within the local Brunei context.

Case studies will also be used to highlight marketing realities, and a highly interactive forum will form the foundation for an effective flow of ideas, statements, questions, debates and opportunities for challenge-resolution. -- Courtesy of Borneo Bulletin

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