Introduction The future belongs to the internationalists

False friends The pitfalls and processes of international copywriting

Different by design Graphic design for a global audience

Global energy update The latest growth and development in the world’s energy hubs

Size isn’t everything Playing to your strengths when going for international PR accounts

The International Issue

ISSUE 4

The bulletin for marketing communications

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Welcome to the Five

Fifth Ring BBN has been ‘going global’ for quite some time now, and it’s an issue that

most businesses, in marketing or otherwise, have to consider. So in this edition of Five,

our topic is ‘international’.

Intro by Clif Collier, Group Managing Director Fifth Ring BBN

In this Issue

False friends by Alex Webb Senior Copywriter UK

Eastern promise by Abi Firth Senior Account Director Malaysia

We are different by design by Amanda Sheppard Senior Designer UAE

Global energy update by Angelica Nelson PR Account Executive USA

Size isn’t everything in global PR by Phil Allan Account Manager UK

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To be clear, this has no affiliation with a political doctrine of a similar name. It’s about the importance of having an international mindset in business today, something my Scottish ancestors have intuitively done for generations. The industrial revolution greatly advanced the opportunities, and the need, to look beyond our borders. Now we are living through a digital revolution that is radically reforming the international business landscape. The internet has opened the borders and intrepid companies are crossing them in record numbers.

Today, there is not a business, however niche, that is unaffected by the global economy. The fact is companies no longer have a choice whether to opt in or not. Without adopting an international outlook, even the smallest company will radically reduce its competitiveness. Businesses are suddenly seeing their markets being consumed by a new breed of global predator. The status quo only leaves us with two options – defend or attack.

Choosing to protect your own market or charge into another is something you must consider carefully. If you do take your business to foreign shores, it will be challenging, complex and not without risk. But the potential rewards are immense.

Seven years ago, Fifth Ring BBN decided that expansion and perhaps even survival depended on our ability to give international energy clients truly international support. Since then we have opened six offices strategically placed across four continents. We have also become a key member of BBN, a global marketing network of 22 like-minded businesses. We are proud of our development, but the journey has not always been problem-free. Nevertheless, here we are, and I believe that the following ideals have been and will continue to be instrumental in our expansion.

Vision You need a powerful and clearly articulated vision. Your people will all be at different points on the route, so they all have to be clear on the ultimate destination.

Values Expanding into different locations can expose the worst in an organisation’s culture. There have to be internationally consistent ideals, ethics and management, set by core values.

Process You have to have and apply common process across the board. Of course there will be regional differences, and a good process management system should accommodate these, but not be driven by them. Nothing will create inefficiency, divisiveness and friction more quickly than people tackling the same things in different ways, just because of location.

Systems Without robust and universally accessible systems, it will be difficult to assess and effectively manage events remotely. The absence of universal systems will also erode efforts to keep your processes the same. Different tools encourage different methods.

People Attract people who embrace change and challenge because there’s going to be a lot of both. In the early stages of expansion, turning the flywheel takes considerable effort. But as the footprint of the company grows and all the interconnections kick in, the flywheel will develop a momentum all of its own. When that happens, the flexibility and commitment of your people will be critical to maintaining and expanding client service.

In simple summary your business has to be franchiseable. What you do on home turf has to be easily replicable. If not, you will be consumed in the mechanics of keeping your business running as you expand.

This will render you unable to pursue the new opportunities as they open up to you, which, after all, is the reason for being there in the first place.

In simple summary your business has to be franchiseable

IntroThe future belongs to the Internationalists

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False friendsTalking about the pitfalls and processes of international copywriting.

False friends by Alex Webb Senior Copywriter, UK

I recently saw a Dutch advert. It was a big poster of a very cute little girl with a caption saying ‘Mummy, that one, that one, that one!’ At least that was the English translation. In Dutch it was spelt ‘Mama, die, die, die!’ This somewhat disturbing image was a classic example of something that threatens to sink a copywriter as they tentatively paddle out into international waters.

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Internationalise your EnglishGlobal companies are always translating vast amounts of copy. Huge drop-down lists of language options are now commonplace on websites. Not many businesses will employ a local marketing expert to culturally adapt every bit of text. But if the copy is already written with an international audience in mind, they shouldn’t need to.

Cultural difference is something to be celebrated, but not when writing international copy. You must stringently remove any colloquialisms. Phrases like ‘at the top of our game’, or ‘on the same page’ for instance. Apologies to any of our international readers that don’t understand these expressions, but English is full of these everyday phrases that make little sense to a global audience. Imagine how things like this sound when they come out the other side of a software translation solution. You don’t need to be a language expert to spot things like this, just consider the international implication of phrases or idioms very carefully.

Research your marketIf you’re writing something you know is going to be translated into another language, do a little bit of desk research. A Google search will quickly tell you about major false friends to look out for or common words that don’t translate. For instance, in 11 major languages around the world there is no specific translation for the verb ‘have’. These nations all translate it in different ways, often using several words for this single one. This could be important when trying to keep a piece of copy short and impactful. But the English language is flexible, and it’s easy to avoid even common words like this. To demonstrate, I haven’t used the word have once until this paragraph. You haven’t even missed it, have you?

Culture your copyEver heard people talk about the international language of business? Well the thing about the international language of business is . . . there isn’t one. Different nations have very diverse business cultures, and the tone of their copy reflects that. Some nations expect a firm, even abrupt style and others are much more gentle and polite. You can research local business customs and styles on your own, but talking to a marketer with local experience is better.

Luckily, Fifth Ring BBN is part of an international 22-agency network. This makes it easy for us to get the support we need to carry brands across the water – without them diluting along the way. But what I’ve said is relevant to any marketer or business hoping to export a brand. No-one can assume what they are doing in one country will work in another. International brands need international thinking and local expertise. If someone is marketing your business without this, watch out, they’re a false friend.

‘False friends’, or ‘faux amis’, are words or phrases with very different meanings, although they look and sound the same. This can be tricky for anyone learning another language, but in the world of international marketing, it has bigger implications. You may have seen foreign products posted on the internet, or sent into a magazine with names that are rude when translated into English. It’s a cheap laugh. Want your business to be one of those?

Unfortunately, double entendres are just the start of an international copywriter’s worries. Part of our job is to fit as much impact and meaning as we can into tiny statements. If we are positioning an international brand, it can take days of research and deliberation to come up with three glorious, sparkling words that encapsulate a business perfectly. Then we could find out that it doesn’t hold the same meaning, or worse, doesn’t even make sense in the other languages our client has to work in.

Moving into an international landscape presents many challenges for a writer. All of a sudden precious linguistic quirks and twists that make the English language so charming to the natives are your enemy. The wonderful word play and subtle witticisms you spent a lifetime weaving into your written word are rendered useless. You’re adrift in international waters and someone has stolen your oars.

However, we mustn’t panic. With the right methods and forethought, we can send our messages across the ocean to arrive anywhere with the same strength and vigour they departed with. We just need to think internationally from the offset. At Fifth Ring BBN, we always consider the following things when writing for international clients.

Meaningful translationTranslation cannot be done word for word. This is common knowledge, and most translation companies will adapt text and change words to get the message across. But therein lies a problem. Once we start doing this, things are open to interpretation. In the past, Fifth Ring BBN has seen different translation companies come back with quite different versions of the same copy.

Although issues will always arise during translation, you can certainly improve matters. Translation firms may be very good at what they do, but they’re not marketing professionals. What we do isn’t easy. Messages are formed using strategic knowledge of our market and stakeholders. We need people that will consider these same issues locally when translating our work. Only then can we be confident of our message retaining the same meaning and power after adaptation.

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Eastern promise by Abi Firth, Senior Account Director, Malaysia

Eastern promiseAn insider’s guide to doing business in Malaysia.

Fifth Ring has recently opened an office in Kuala Lumpur (KL) and we asked senior account director Abi Firth, who is based in our new KL office, to tell us a bit about setting up in this vibrant South East Asian capital.

Expanding into South East Asia was a key strategic objective for Fifth Ring BBN and is reflective of our desire to be aligned with our client base. We are continuing to see a trend amongst clients for pursuing the growing number of business opportunities in the South and East and we are keen to ensure that Fifth Ring BBN is ideally located to support this.

When you’ve lived in Dubai for the best part of five years, towering skyscrapers and innovative architecture naturally become part of daily life. Seeing the Petronas Towers for the first time, however, particularly when you drive in at night, is amazing. KL sits deep in the heart of Klang Valley, so regardless of where you approach the city from, you get an amazing view of the sprawling city skyline in front of you. Once you’ve spent a couple of days sitting in endless traffic jams, you slowly start to get the sinking feeling that KL may be just another capital city, with its skyscrapers and endless construction. However, when you start to get under the skin of KL, you realise that it has managed to retain much of its local character, and is obviously making an effort to ensure this remains the case with seemingly constant restoration work taking place at historic sites.

There are countless colonial buildings in the heart of town that are as picturesque and beautiful as the giant Petronas Towers, and the vibrancy of Chinatown with its hawker stalls, night markets and street entertainment brings so much character to the place.

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Whilst Malay is the official spoken language, it is not uncommon to hear people speak in Mandarin, Tamil or Hindi

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When you’re opening an office in a new location, you very quickly need to familiarise yourself with the place and establish how you are going to set about doing business. During the first few months it’s become clear that despite the effects of the global financial crisis, KL is hard at work in positioning itself as a global city, the catalyst being the Economic Transformation Program. This aggressive and visionary initiative by the Malaysian government intends to turn Malaysia into a high-income economy by the year of 2020.

Malaysia has a diverse history with different ethnic groups, religions and cultures coexisting peacefully. Malay culture is generally non-confrontational and tolerant, and as a Muslim country some simple rules of etiquette go a long way towards making your business relationships more successful. The right hand, for example, is considered clean and is used for shaking hands, handling money and for eating – in traditional restaurants guests use their hands to eat. Although I haven’t had the pleasure of using my hand to eat my curry yet, one of my clients is threatening to take me to a really authentic restaurant, so that’s something to look forward to.

As with any Muslim country, open displays of affection are generally frowned upon, and interestingly, if you want to point at something, it’s more appropriate to point with you thumb as the finger is considered too direct and rude.

Malaysia has a system of titles granted by the country’s various royal families. As a sign of respect you should refer to people in positions of seniority by

their given titles such as Dato’, Dato’ Sri and Tan Sri. When shaking the hands with any of the above it should be accompanied with a subtle bow, although that doesn’t seem to be observed that much. I also learnt very quickly that the common practice in the West of greeting friends and family with a kiss on the cheek is generally not done, on the contrary; it’s seen as odd.

Whilst Malay is the official spoken language, it is not uncommon to hear people speak in Mandarin, Tamil or Hindi. Having said that business is generally conducted in English, and even at home families speak in English, to the extent that the very young generation have very limited knowledge of Malay words.

Some tips for doing business in Asia:• Greet business associates with eye contact

and a handshake (with your right hand)

• Carry lots of business cards and always give and receive the cards with both hands

• If your business associates are Muslim and don’t drink alcohol, it is acceptable (at a business lunch, for instance) for non-Muslims to drink moderately in their company

• Avoid making appointments on Friday. It is an important Muslim prayer day, and many businesses reduce their hours

• Dress modestly for both business and social occasions

• Refer to people in positions of seniority by their given titles such as Dato’, Dato’ Sri and Tan Sri

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We are different by design by Amanda Sheppard, Senior Designer, UAE

We are different by designTalking about graphic design for a global audience.

Dubai is one of the most multicultural cities in the world, where people from the East, West, US and Asia have made their homes away from their homeland. Adapting to life in a new country brings challenges but it also opens up a hugely rewarding wealth of knowledge that only living amongst multicultural neighbours can provide.

Professionals in Dubai sometimes have to set aside their natural heritage and its way of thinking. They adapt work depending on the audience, taking into account their customs, the way they live, and the way that business is done. This inevitably affects the designs we use and the way messages are delivered and received. Sometimes everyday familiar graphics and messages that are normal practice in your own homeland could be insulting to others. This makes a deep cultural understanding and awareness critical to the effectiveness and impact of our work.

Over the years there has been a switch in design approaches around the city, adjusting to its changing target audiences. Dubai is an important business hub and travel destination, receiving a lot more international visitors than it used to. Advertising and design used to be predominately Arabic rather than English. But now we are seeing harmonies of Arabic and English design, messages and styles that are aimed at a wider catchment audience of nationalities. The arrival of many more known brands from Europe has caused a turn in advertising going heavily towards the European market styles too. Now agencies with western heritage and local knowledge are perfectly placed to head up campaigns aimed at this wider audience.

Some differences in international design are small but still culturally significant. For instance, designers here can spend quite a few hours graphically tailoring people’s clothing, adding sleeves or adjusting necklines. But wider issues like typography and colour tastes also differ, and in the Middle East you have to be aware of imagery containing alcoholic beverages or religious shapes.

So if we have to consider all these things in Dubai, what happens when we want to send a campaign all the way around the world? How many times can we change a design before it loses its original impact? If you’ve ever played Chinese whispers, you know that messages can be distorted beyond recognition as they get passed along a chain. This is when marketers need strong allies in all their target locations worldwide. Original designs should be sent straight to marketing professionals in each country, not passed along a global chain of translators and designers. This is the best way to ensure cultural sensitivity while maintaining the original style and identity.

We are different by design

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By Angelica Nelson, PR Account Executive, USA and Phil Allan, Account Manager, UK

Global energyupdate

A look at the latest growth and development in the world’s energy hubs.

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By Angelica Nelson, PR Account Executive, USA and Phil Allan, Account Manager, UK

Like many other sectors in the global economy, the oil & gas industry experienced a difficult 2009, and that depression carried into Q1 and Q2 of 2010, when, for several firms, survival became the target rather than business growth. However, the rise in the oil price from the second half of 2010 onwards has started to generate more and more activity and has led to increasing confidence that the industry is on the way back. Around the globe, markets that had suffered are starting to see an upturn, and business growth is forecast for some in 2011. ‘Cautious optimism’ may be a well-worn phrase, but it has been used by many in the oil & gas sector in recent months, and is evident in industry reports including ‘The Global Oil & Gas Workforce Survey’ by Oilcareers, a Fifth Ring BBN client, and Air Energi. Middle EastThe wave of unrest which has swept throughout the Middle East in the past six months has taken everyone by surprise. With no end in sight, it is impossible to predict what impact it will have on the price of oil – other than to say it will rise. A reduction in the supply of Libya’s high-quality sweet crude, coupled with concern over what the future will bring in the Middle East as the unrest edged closer and closer to oil-rich Saudi Arabia, saw oil prices leap significantly in Q1 of this year from around $70 a barrel to the $120 mark. As governments and regimes of differing political persuasion are replaced, several industry experts in the West have raised concerns over the security of supply. However, oil & gas exports form the backbone of many of the economies in this region, meaning that whoever is in power will still need to sell their natural resources to the rest of the world to survive. Iraq is expected to provide significant opportunities for the oil industry and it will be interesting to see what effect a flood of Iraqi oil would have on the market. Higher prices can naturally be expected to encourage more aggressive exploration efforts from oil & gas companies. In turn, these companies will be encouraged to consider more advanced technologies to enable the development of resources in increasingly challenging environments. These factors will lead to an increase in hiring on a global scale. In fact, the industry is already voicing concerns about a skills shortage. South AmericaIn South America, investments made in exploration and production total billions, with more to come. Brazil, with its deepwater plays, has seen tremendous growth in recent years, thanks in no small part to Petrobras’s aggressive strategy. Efforts are focused on managing project activity and growth to prevent yet another labour meltdown, encouraging rates and project cost control. As an example, Spanish company Repsol, which has teamed up with China’s Sinopec in a joint venture valued at $17.8bn, has described Brazil

as “one of the most prolific areas in the coming years”. The mantra is “local, local, local”, but in the past that policy has led to rising costs, and as projects gain traction the borders may be loosened to accept the outside expertise required to keep them on track.

United StatesThe pressure to resume offshore operations post-Macondo is mounting in the United States and talent availability and rates are again becoming significant factors in project feasibility studies. In some cases, companies are choosing to shelve projects for which staff will be either in short supply or too costly. As the deepwater drilling moratorium is lifted, a sharp hiring demand increase is expected from oil service companies. Alaska remains a popular location. US shale is growing aggressively, but concern exists over the environmental impact of the new fracturing rock technique known as ‘fracking’.

The North SeaNorth Sea exploration remains strong but concerns are mounting. Norway expects domestic upstream investments to exceed 1985 levels with the Norwegian government recently committing $30million on seismic exploration on the Norwegian continental shelf. Recent offshore production tax increases in the UK have given North Sea operators very real concerns – some companies have already suggested that projects will be cancelled with potential job losses following as a result. While the waters around the UK and the North Sea still have much to offer (the Laggan-Tormore project west of Shetland has been described as one of the most exciting discoveries in the region in years) this is a mature province with already relatively high production costs – made even higher by the UK government.

Other AreasA survey published this year of almost 200 of the industry’s key figures, carried out by the Economist Intelligence Unit on behalf of Fifth Ring client GL Noble Denton, found that almost a third believed India and South East Asia (including Malaysia, Indonesia, Vietnam and Thailand) offered the greatest opportunities for their business in the next 12 months. Combined with the Far East (China and East Asia) that proportion rises to almost 60%. Energy demand, particularly from China and India, is the clear driving force for growth in the Asia region. Elsewhere, Australia, Kazakhstan and Nigeria are amongst those global oil & gas markets with the biggest growth opportunities, while East Africa, especially Uganda, is attracting significant interest. Engineers will continue to be in demand, particularly in emerging and developing countries that are in the process of installing the appropriate infrastructure to facilitate exploration and production.

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Size isn’t everything in global PR

You will hear elsewhere in this publication from Fifth Ring BBN’s Clif Collier on the company’s strategic commitment to think and act globally. The more churlish reader – particularly if they were a football (soccer for our USA readers) fan – may think this is like Aberdeen taking on Manchester United. It is a relatively small agency lining up against the Edelmans and Fleischman Hillards of this world. At first glance, it could seem like that. Although we have a fairly compelling international offering, with offices in the UK, USA, UAE and Malaysia, compared to global PR leviathans we are small. Yet we have beaten some of the very biggest to secure major international accounts.

Size isn’t everything in global PR by Phil Allan, Account Manager, UK

Playing to your strengths when going for international PR accounts.

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Of course, much of our recent success has been achieved with the phenomenal teamwork of BBN (Business Branding Network). This allowed Fifth Ring BBN to pool the resources of several like-minded and talented agencies. But even then, the group involved was small in comparison to some of the competition. So given our size, why are we landing truly international accounts? I think the answer is in our focus and determination. The huge agencies of this world have often achieved growth by broadening their client base and breaking into new markets and industries. But we decided long ago to stick with what we’re good at – then get really good at it. We chose to focus on several key industries. This has now proven to be an excellent strategy in getting global business. We can now go anywhere and beat anyone in our chosen fields, because expertise is a hard currency in global business and the exchange rate is always good. In this article I would like to talk about our strategy to beat the big boys and other things that you must be aware of when taking on international competition. I will use PR as an example, because that’s my field. However, many of the issues are the same whatever business you’re in. The commitment and dedication to our markets gives us a distinct advantage when working on international projects, but there are still new challenges to overcome. Journalistic deadlines, writing styles, and getting close to key journalists all become a little more challenging to achieve globally. Your team’s telephone manner had better be good when trying to sell in a white paper to a trade magazine in Rio to someone with limited English. Of course, the best way to resolve these local difficulties is to have people on the ground who know the local market and way things are done. This is where you can really win big – by attracting talented and committed professionals in a given geography, you immediately position your business at the right level. Coupling local expertise with an international reputation presents a very compelling proposition whatever your business objectives.

Despite worldwide scope, if your target audience is a business-to-business market like ours, it is still relatively small – we are not dealing with consumer goods here. Decisions in our world are much deliberated, long-lasting and focused on developing partnerships that require commitment, reliability and trust in order to thrive. We have to be strategic partners with our new international clients. Emotional issues such as trust and security are absolutely critical. Expertise, experience and knowledge in our chosen fields help a lot with this. It gives our clients a confidence they might not get from a bigger, less focused business.

A cursory look at the websites of the leading global PR agencies, and many other international businesses, reveals a common selling point – it’s their people. This is vague and simplistic to the point of being trite. It doesn’t begin to explain why one company is best equipped to deliver something truly effective, economical and ultimately, special. This is another example of how a lack of focus can be a disadvantage for a bigger corporation.

Managing a few key international accounts incredibly can be a good approach for a small-to medium-size B2B enterprise – and this requires a completely different marketing approach to that required for local businesses. In order to reach your widely spread and highly targeted audience you need an outstanding digital resource and fully integrated marketing teams. Forget Esperanto, you need fluent speakers in the international language of social media, digital networking and influencer marketing in this interconnected world. Geographical markets critically define strategy and more media options require in-depth knowledge of more fragmented markets. A deep understanding of the digital world and how it may apply to your target market is invaluable, and something smaller companies can use effectively and cheaply. The internet can give any small business a big voice if it’s used correctly.

A capability to engage, impress and deliver for clients used to operating in this brave new world is what your business must develop if you want to expand internationally. There will be big challenges, not least when you open yourself to greater scrutiny and competition. Once you start taking on the big boys – and beating them – you can be sure they’ll have the panzers lined up on the lawn when the next big account comes along. But don’t be scared of this show of force and remember, with focus and determination, you can always outflank a bigger foe.

Once you start taking on the big boys – and beating them – you can be sure they’ll have the panzers lined up on the lawn when the next big account is up for grabs

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Clif Collier

Group Managing Director Fifth Ring BBN

Alex Webb

Senior Copywriter & Editor of Five UK

Abi Firth

Senior Account Director Malaysia

Contributors to Five

Amanda SheppardSenior Designer UAE

Phil AllanAccount Manager UK

Angelica NelsonPR Senior Account Executive USA

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Right People, Right Place

FIFTH RING is a fully integrated corporate communications agency working with its clients on an international level. Since its formation in 1991 the company has grown rapidly, both geographically and in terms of the range of services it offers. It has an outstanding track record of dramatically enhancing the value and reputation of its clients’ brands, through effective communication. Fifth Ring’s client portfolio is full of companies and businesses that have been with the organisation since it started, and indeed, more and more of these clients are buying into Fifth Ring’s portfolio of services and enjoying the results that integrated communication brings.

This is a differentiated approach, as many rush to delivery without thinking first. All Fifth Ring projects are conceived and managed on an individual basis, with clear decisions made concerning the need for strategic input. Other clients are less clear and require a different approach to help them articulate their vision and strategy. Nevertheless, all Fifth Ring’s clients are looking for measurable results, based on behavioural changes.

It is this interplay of vision, culture and image that is at the heart of Fifth Ring’s strategic brand development approach, together with the capability to deliver the tactical programmes of communication appropriate to the strategy. Our services can be accessed as a stand-alone provision or as part of an integrated approach with one or a number of inputs acting in unison.

Mostly things happen as a result of planning for them but on other occasions opportunities just come along. Or do they? Fifth Ring’s vision was to be represented in the key oil-producing centres of the world, but it also recognised that a further network of associates in the secondary oil & gas regions would be beneficial to the proposition. As a result of an initial chance meeting leading to awareness of their international, energy-leveraged development model, Fifth Ring was invited to join the international network of business-to-business agencies: The Business Branding Network (BBN).

BBN was formed back in 1987 and is made up of independent agencies. Their vision is to be a networked resource that will meet the need of developing international brands. BBN is a global organisation consisting of 21 member agencies and 975 people. Together, their marketing communications specialists give clients international and local capabilities in all major markets.

One of the magical aspects of BBN is that all members choose to become a member. Members are also the shareholders, so have a vested interest in the success of BBN, which is directly linked to their clients’ success.

Each international account is guided by a lead agency. The lead agency acts as a focal point for communication between the client and the BBN network, harnessing their global resource and implementation of the client’s international strategy. When agencies are working with clients across multiple geographies, there is constant communication between the agencies and the client. This concept has now been taken further to ‘sector’ lead agency with Fifth Ring leading BBN Energy, the specialist division of BBN, which concentrates on the global support of clients in oil & gas and renewables.

BBN has some of the most respected marketing minds in the world available to their clients. Their business is all about people. They have considerable experience collaborating with clients to build multinational marketing programmes and gain consensus among country managers. The processes and techniques to make it all happen are in place. And it’s BBN’s passion that makes the difference day in and day out.

As a member of BBN, Fifth Ring is an integral part of a global organisation consisting of 21 member agencies and 975 people. Together, their marketing communications specialists give clients international and local capabilities in all major markets.

Fifth Ring’s mission issimple. It increases thevalue of their clients’business by makingthinking visible

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A member of

www.bbn-international.comwww.fifthring.com

AustraliaAustria

BrazilCanada

ChinaCzech republic

EgyptFinlandFrance

Germany

India Italy

MalaysiaMiddle EastNetherlands

PolandSouth korea

SwedenUK

USA

Asia

Fifth Ring BBNLevel 16, Menera Hap SengJalan P.Ramlee50250 Kuala Lumpur, Malaysia+60 3 9236 7372

Middle East

Fifth Ring LLCSuite 701-703The Fairmont DubaiSheikh Zayed RoadPO Box 126593Dubai, UAE+971 4 372 0100

Fifth Ring (Abu Dhabi)Office 1301Makeen Tower Corner of 9th and 10th StreetPO Box 35243 Abu Dhabi, UAE+971 2 657 3470

UK

Fifth Ring LtdSt Mary’s Court47-49 Huntly StreetAberdeen AB10 1THScotland, UK+44 1224 626288

Fifth RingThe Synergie BuildingFairways Business ParkInverness IV2 6AAScotland, UK+44 1463 717103

USA

Fifth Ring1100 W.23rd StreetSuite 200HoustonTexas 77008, USA+1 713 457 2121