Tim Harford to lead the 2012 speaker line-up at PHD BrainScape

Dubai, October 21, 2012

Even though old marketing recipes and formulas are starting to show their limits, most brands in the region compete along the same line, facing their challengers head on. Trying something else, learning from past mistakes and adopting a new approach based on a refined understanding of consumers' expectations is the message of the speakers at the 2012 edition of PHD's BrainScape conference.

Set to take place on November 13 at the Jumeirah Beach Hotel Conference Centre, the third edition of the communications planning network's annual conference will feature Tim Harford, author of "The Undercover Economist", "The Logic of Life" and "Adapt". After illustrating what has changed, Harford will explain how adaptive thinking and 'trial and error' are processes that deal with unpredictability and complexity. The conference will also have a presentation by Chad Dick, partner at eatbigfish, the London-based marketing consultancy with whom PHD has produced a book on challenger brands, "Overthrow". He will bring to light the new generation of challengers from the last ten years and expand the categorization of a challenger brand, focusing on the dominant profiles in the audience. Dominic Harrison, head of global trends at the Future Foundation, will be addressing the 200-strong audience of marketing professionals on five salient consumer trends that will radically alter the way brands interact with them.

"Today's marketplace is changing so fast that questions are replaced by new ones even before they can be answered," argued Elda Choucair, general manager of PHD. "BrainScape is the opportunity to look beyond today and anticipate our common future with all our stakeholders. With our speakers' contribution, we aim to create a fresh new conversation about the most valuable steps to take together."

PHD has partnered with RMS and Kassab, two forward-thinking media companies, to produce the 2012 edition of BrainScape.

- Ends-

About PHD:
PHD is part of the Omnicom Media Group (www.omnicommediagroup.com), the media division of Omnicom Group Inc. Launched in the UK in 1990, it was acquired by Omnicom in 1999 and now operates in more than 80 countries around the world. In the Middle East, it first opened in Dubai in 2005, adding a team for Abu Dhabi in 2008 and an office in Riyadh in 2010. PHD's pioneering approach to communications planning relies on neuroscience and its exclusive planning process and systems, ETNA and the award-winning neuroplanning. The network has won many awards across the world over the years, including here in the region at the Dubai Lynx in 2010.

www.phdnetwork.com

FOR MORE INFORMATION:
Mr Eric Mirabel                                                        
Regional Executive Director-Marketing
Omnicom Media Group MENA
T: +971 4 450 0484
E: eric.mirabel@omnicommediagroup.com

© Press Release 2012