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© Brand Finance plc 2011

BrandFinance® Annual Forum 2013

26th September 2013Agenda

VenueThe Mountbatten Room (doors open at 08:30) The Royal Automobile Club89 Pall MallLondonSW1Y 5HS

Understanding the Value of Auto Brands

Speakers from:

Understanding the Value of Auto Brands

BrandFinance® Annual Forum 20132

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This year we are celebrating our 10th BrandFinance® Annual Forum and I would firstly like to thank all of our speakers and guests over the years for their contribution and for helping to make the Forum such a success.

This year’s theme, ‘Understanding the Value of Auto Brands’, will be a chance to hear from influential speakers from the automotive industry as well as brands and agencies leveraging the passion inspired by automobiles to develop enduring brands.

As it is our 10th birthday we will be holding a prize draw with some fantastic prizes, kindly donated by our speakers and sponsors. If you have not done so already you can enter by leaving your business card at the registration desk. Prizes will be announced just before lunch.

Once again, thank you for attending this year’s Forum. I hope you find the day’s presentations and panel sessions both interesting and inspiring. I look forward to speaking with you during the course of the day.

Kind regards,

David Haigh

Chief Executive

Brand Finance plc

Welcome to the 10th BrandFinance® Annual Forum: Understanding the

Value of Auto Brands.

Timing Synopsis Speakers

Forum Programme 26th September BrandFinance® Annual Forum 2013Understanding the Value of Auto Brands

08:30 - 09:00 Registration and coffee

Session 1: The Global Auto Industry

09:00 - 09:05 Introduction and Welcome David Haigh Chief Executive Brand Finance plc

09:05 - 09:20 Keynote: The Importance of the Auto Industry to the UK Economy

Richard Burden MPLabour MP for Birmingham Northfield and Chair of the all party motor group

09:20 - 09:40 Cars are GREAT Britain

Conrad BirdDirectorThe GREAT Britain Campaign, Office of the Prime Minister

09.40 - 10.00 The Global Outlook for Light Vehicles in a Time of ChangeJonathon PoskittHead of European Sales ForecastingLMC Automotive

10:00 - 10:30 The Global Energy Outlook and Impact on the Auto IndustryLuc BardinGroup Vice-PresidentBP

10:30 - 11:00 Refreshment break

Session 2: Designing, Communicating and Measuring the Value of Auto Brands

11:00 - 11:05 IntroductionDavid HaighChief ExecutiveBrand Finance plc

11:05 - 11:30 Connecting Auto Brands to the Bottom LineAnthony Kendall, Group Strategy DirectorBrand Finance

Andy Moore, Insight DirectorBrand Finance

11:30 - 11:55 How Future Concepts in Automotive Retail Can Drive Brand Value

Ian Wood, Global Strategy DirectorLandor Associates

Alexander Schröder, Executive Director StrategyLandor Associates

11:55 - 12:20 Experience is EverythingPaul SimonetCreative Strategy DirectorImagination

12:20 - 12:45 Panel Session:

Panellists:

Ian Wood, Landor AssociatesAlexander Schröder, Landor AssociatesPaul Simonet, ImaginationAndy Moore, Brand Finance

Moderated by: Anthony Kendall, Group Strategy Director Brand Finance

12:45 - 14:00 Prize draw followed by lunch

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Forum Programme 26th September BrandFinance® Annual Forum 2013Understanding the Value of Auto Brands

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Session 3: Building and Managing Luxury Car Brands

14:00 - 14:05 IntroductionMary-Ellen FieldChairmanBrand Finance Australia

14:05 - 14:30 British Luxury Winning on the World StageJohn AllertGroup Brand DirectorMcLaren

14:30 - 14:55 What can we Learn from Luxury Brands? Markus KramerGlobal Marketing DirectorAston Martin

14:55 - 15:20 Sharing our Passions with the WorldAlex WilliamsonCEOThe Goodwood Estate Company Limited

15:20 - 15:40 Panel Session:

Panellists:

John Allert, McLarenMarkus Kramer, Aston MartinAlex Williamson, The Goodwood Estate Company Limited

Moderated by: Mary-Ellen Field, Chairman Brand Finance Australia

15:40 - 16:00 Refreshment break

Session 4: Brand Opportunities in Motorsport and Beyond

16:00 - 16:05 IntroductionDavid HaighChief ExecutiveBrand Finance plc

16:05 - 16:40 The Brand Impact of the Shell and Ferrari PartnershipBruno MottaVP Brand and CEOShell Brands International AG

16:40 - 16:45 Questions

16:45 - 17:10 15 Years of Gumball 3000: Building a Multi-faceted Lifestyle Brand

Maximillion CooperFounder & CEOThe Gumball 3000 Group

17:10 - 17:15 Questions

17:15 - 17:30 ConclusionsDavid HaighChief ExecutiveBrand Finance plc

17:30 - 19:00 Drinks reception with thanks to Chapel Down (served in St. James Room)

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Timing Synopsis Speakers

David Haigh, Chief Executive, Brand Finance PlcDavid is the CEO and founder of Brand Finance plc, the leading independent brand valuation consultancy. David qualified as a Chartered Accountant with Price Waterhouse in London. He has worked in the area of branded business, brand and intangible asset valuation since 1991 and since January 1995 has specialised entirely in this area. David has represented the British Standards Institute on the International Standards Committee working party on the standardisation of brand valuation methods and practices, whose standard (ISO 10668) was published in 2010. David is a passionate writer and has written many articles for the marketing and financial press on branded businesses and brand valuation and is the author of numerous publications. He also lectures on the subject of branded business, brand and intangible asset valuation at many of the leading business schools around the world.

5Speaker Profiles

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Richard Burden MP, Labour MP for Birmingham Northfield and Chair of the all party motor group

Richard Burden is the Labour MP for Birmingham Northfield. He was elected in 1992 and before entering Parliament he worked as a Branch Organiser for NALGO in Yorkshire and then as a District Officer in the West Midlands.

Richard chairs the all-party motor group in Parliament, which seeks to address issues of strategic importance to the UK automotive industry, the motorsport industry and vehicle users and to promote dialogue between politicians, industry, vehicle users and other stakeholders. Richard has had a strong interest in the motor industry for many years – the former MG Rover plant at Longbridge is in his constituency. He is also a keen motor sport fan and a former winner of the House of Commons v House of Lords motor race.

Conrad Bird, Director, The GREAT Britain Campaign, Office of the Prime Minister

Conrad is Director of the GREAT Britain campaign, the Government’s most ambitious international marketing campaign ever. Designed to generate jobs and growth for the UK by encouraging more tourists, students, inward investors and supporting British exporters, GREAT unifies the international efforts of the Foreign & Commonwealth Office, UKTI, Visit Britain, DCMS and British Council under one brand. Many businesses and high-profile celebrities have supported the award-winning campaign which is now operational in nearly 100 countries around the world.

Previously, Conrad worked at the Foreign & Commonwealth Office as Head of Public Diplomacy and Strategic Campaigns and the Cabinet Office as Deputy Director, Strategic Communications on a wide range of policy issues. Before joining Government, Conrad spent 18 years in advertising working with a number of agencies on national and international business. During this time, he also set an award-winning communication consultancy which he successfully ran for 8 years.

Jonathon Poskitt, Head of European Sales Forecasting, LMC Automotive

Jonathon Poskitt is the Head of Sales Forecasting, Europe at LMC Automotive, based in Oxford. Having joined the company in 2003, Jonathon initially focused on analysing OEM product advance plans and European market trends.

He is currently responsible for the European market and model-level sales forecasts. Jonathon has also worked on various projects including OEM product strategy plans, analysing the market potential for new models, and market studies on areas such as low-cost and luxury cars. Jonathon holds an M.Phil. in Economics from the University of Oxford and a First Class Honours degree in Economics from the University of Southampton. Prior to undertaking his Masters, Jonathon worked for a major investment management company in London.

Anthony Kendall, Group Strategy Director, Brand FinanceAnthony recently joined Brand Finance as Strategy Director, to develop the company’s brand valuation proposition and its international network.

He was previously the Director of Global Brand Franchising at Vodafone, where he was on the leadership team that built the Partner Market franchise business. He was responsible for launching the Vodafone brand and for ongoing B2B and B2C brand marketing activities in 45 markets across Europe, Africa, the Middle East, Asia and South America.

Prior to that Anthony was a key player in the creation of the Vodafone brand globally, responsible for migration from local brands to ‘Vodafone’ in 8 European markets, Egypt and Japan. Before that he was a Senior Associate with Mercer Management Consulting, and an Account Director with Ogilvy & Mather working on a wide variety of accounts including Ford.Anthony studied Geography at St John’s College, Oxford and has an MBA from the London Business School.

6Speaker Profiles

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Andy Moore, Insight Director, Brand FinanceAndy graduated from Cambridge University with a degree in Natural Sciences and after spells at British Market Research Bureau and Cussons UK worked at Mars Inc in Europe from 1987-1997 in a variety of research, insight and business planning roles, mostly on a Pan-European basis.

From 1997-2001 he was Marketing Services Director at Walkers Snackfoods UK and Consumer Insights Director for Europe, Middle East, Africa for Frito Lay/PepsiCo. Here he developed snackfoods segmentation, npd pipeline planning and category development models, as well as managing insight best practice transfer between business units.Andy joined Vodafone in 2001 as Global Director of Customer Insight and Segment Strategy to set up and lead the Vodafone Group Insights Function. He was a key player in the creation of the Vodafone Global brand and the migration to the brand in 15 markets.

In 2010 he joined Nunwood Consulting as Global Managing Director. He also led the company through its repositioning in 2012 to focus on Customer Experience Management.

Ian Wood, Global Strategy Director, Landor AssociatesIan Wood is global strategy director for Landor and executive director in the London office. He leads Landor’s global Brand Strategy Council, is also part of the London office’s management team and is a frequent and challenging blogger on Landor.com. In his previous role as executive director of strategy for Europe, Ian helped develop strategies for many major companies, including bmi, BP, British Gas, Land Rover, Marks and Spencer, Mazda, PepsiCo, and Pick n Pay. He has worked worldwide in Europe, Japan, the Middle East, Russia, and the United States. Ian began his career designing trucks and buses and worked on the award-winning design of the Leyland Roadrunner. He represented Leyland on a number of ISO specialist committees and was the world’s leading practitioner of a pioneering man-machine interface-modeling program. He has also consulted on ergonomic issues for Jaguar and Land Rover. In 1985, Ian joined Addison, where he co-ran the transportation and product design department, and led the project to design the driver’s cab for London Underground’s Central line train.

Luc Bardin, Group Vice-President, BPLuc is a Group Vice President since 2002 and Group Chief Sales & Marketing Officer, BP plc.He is responsible for BP’s sales & marketing strategies and capabilities, group brand management, group paid & social media and main sponsorships e.g. London 2012 Olympics. He also founded and continues as CEO of BP’s strategic partnerships Division.

For over 30 years and as Company or Divisional CEO, Luc has had continuous accountability for large scale customer facing global businesses with complex value chains: BP strategic partnerships (2003-12); BP business marketing (2001-3); Castrol Europe (1997-2001); Castrol France (1994-97).

Luc joined BP from Castrol and previously ran businesses with Hoechst and Pechiney. Luc holds an MBA from INSEAD (1983) and graduated in Engineering at the Ecole Centrale Lille (1980), Political Science at the Institut d’Etudes Politiques, Paris (1981) and Finance at the High Finance Institute, Paris (1993).Luc is father of four children and his interests are his family and rugby.

7Speaker Profiles

John Allert, Group Brand Director, McLarenohn is the Group Brand Director of McLaren - the iconic British Formula One racing team and supercar manufacturer.

Originally qualifying as a Graphic Designer in Australia, John has over twenty years’ experience advising leading global brands in Asia Pacific, Europe and the UK, where he has been based for the past decade. Prior to joining McLaren, John was Chief Executive of Interbrand’s UK business, and sat on Interbrand’s Global Board.

Throughout his career, John has been a frequent speaker, writer and lecturer on branding, and during his time at McLaren has built a reputation as one of the UK’s leading practitioners in digital branding and brand integrated content, pioneering the acclaimed ‘Tooned’ cartoon series in 2012, in collaboration with Framestore.

John’s work at McLaren has attracted recognition including a One Show Gold Pencil, British Market Research Award, British Retail Design Award and a Cristal Award for Branded Content.

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Mary-Ellen Field, Chairman, Brand Finance AustraliaMary-Ellen read BA Dip (Art) Education at Alexander Mackie College University New South Wales, Australia. She is a Certified Licensing Professional and a member of The Licensing Executives Society, The International Trademark Association, The British Brands Group and The Cosmetic Executive Women’s Network.

With 25 years blue chip experience in intellectual property management, protection and exploitation, Mary-Ellen is an expert witness in numerous high profile trade mark disputes and is a recognised international royalty rate expert. She regularly appears on CNN Business, Phoenix Television (China), CNBC and other networks. She has also spoken at various IP related conferences around the world and regularly writes on branding and intellectual property related issues.

Paul Simonet, Creative Strategy Director, ImaginationPaul has extensive strategic experience across a broad range of brands and has been a planner in agencies for over 20 years, including Ogilvy, Saatchi, JWT and McCann Erickson. During that time he oversaw outstanding effective campaigns for HSBC, Mastercard, Guinness and Lucozade to name a few. Paul worked directly on the Ford of Europe business for nearly 10 years at Ogilvy before returning to it again in his role at Imagination.

Alexander Shröder, Executive Director Strategy, Landor Associates

Alexander Schröder is executive director strategy in the Hamburg office of Landor Associates, responsible for a team of strategists to develop powerful brand strategy and identity programs.

Prior to Landor, Alexander was director of marketing and brand management for the German media and licensing company EM.Entertainment. He was the architect of the brand platforms that refreshed international brands such as Vicky the Viking, Maya the Bee, Heidi, and the TV station Junior, brands loved by children all over the world.

Alexander‘s past list of clients contains a diverse range of categories, consumer segments, and companies, including BMW, MINI, Rolls-Royce, Volkswagen, Audi, Porsche, Bugatti, MAN, Mercedes-Benz, Lufthansa, IKEA, Procter & Gamble, Mondelez, SAB Miller, Bausch & Lomb, Siemens, Vattenfall, and Olympus.

8Speaker Profiles

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Maximillion Cooper, Founder & CEO, The Gumball 3000 Group

Maximillion Cooper has successfully integrated his love for cars, fashion and music to create the Gumball 3000 lifestyle brand. Launched as the Gumball 3000 rally in 1999, global media coverage, notoriety and celebrity endorsements rapidly built an aspirational lifestyle that transcends social barriers. The Gumball 3000 brand has since grown into a global entertainment, apparel and licensing company now valued at over $200million.Maximillion Cooper is a former British racing driver, fashion designer, entrepreneur and the brains behind the Gumball 3000 brand.

After studying fashion at London’s prestigious Central St Martins, Maximillion endeavoured to buy what is now Mercedes F1, however, at the last minute, he decided to embark alone on the journey of founding and developing Gumball from an underground rally into a global lifestyle brand.

To celebrate the fifteenth anniversary of the rally, Maximillion devised a route to capture the imagination of even the most seasoned traveller. Spanning 13 countries and 3000 miles in just seven days, the anniversary route was definitely one to remember.

Bruno Motta, VP Brand and CEO, Shell Brands International AGGraduated in Social Communications and post-graduated in Marketing, Bruno worked as salesman, teacher and marketing manager before joining Shell in Brazil 25 years ago.

Since then, he has lived and worked in different places in Brazil and abroad and experienced jobs in Marketing and Sales, acted as Global Advertising, Promotions and Sponsorship manager, Global Autogas Manager, Retail Latin America Marketing Manager and Latin America Commercial Fuels GM, among others.

Bruno is currently VP Brand for the Shell Group and CEO for SBI (Shell Brands International AG), a Shell subsidiary proprietor of Shell trademarks, and manages their licensing to Shell companies and third parties. SBI is also responsible for the development of the Shell brand strategy and related advertising campaigns, global coordination for Shell Group marketing communications and for the management and activation of Shell global sponsorship properties like Ferrari.

Markus Kramer, Global Marketing Director, Aston MartinMarkus Kramer is heading up worldwide Marketing for Aston Martin. Based out of the UK, he builds teams and marketing frameworks to enable powerful, consistent and efficient brand delivery in multi market environments. Previous work spans seven years of brand, marketing and retail network development for the Harley-Davidson Motor Company as well as a number of automotive Marketing, Sales and Retail Network Development positions at other makes. Markus started his career in architecture. However, Markus realized quickly that houses and buildings become static shells once complete. Markets and Businesses on the other hand are completely dynamic – as are cars! And so Markus decided early on to marry his architectural planning and implementation skills with his passion for the automotive industry.

Alex Williamson, CEO, The Goodwood Estate Company LimitedAlex joined Goodwood in 2008 as CFO, becoming CEO at the end of 2012. He works closely with Lord March, Executive Chairman, to develop and drive business strategy that delivers sustainable growth across the whole Goodwood Group. Success can be seen through the much improved PBT margins - <1% in 2008, >6% in 2013 – and the substantial improvement in free cash, all of which is being reinvested into the fabric of the Estate.

On leaving Ernst & Young as a qualified and capable accountant, he took charge of finance for Warner Music Asia Pacific. Not only did this give him a close up view of the challenges of doing business overseas but it alerted him to the incredible opportunities that existed if you knew the right route in and, sometimes, the right route out! Alex joined Emap from Warners where he took on their many local radio stations. When based in Newcastle, what really stuck with him was how incredibly tough it is for local businesses to project a real voice across a community that is increasingly overwhelmed by national and international brands. That said, he was also party to the exceptional reinvention of Newcastle, from an industrial to a cultural hot seat, which now enjoys worldwide profile and investment.

Associate Organisations

The Brand Finance InstituteThe Brand Finance Institute (BFI) is the education and training division of Brand Finance Plc in which technical and practical issues surrounding brands and brand measurement are explored. The BFI organises events around the world featuring leading edge thinkers in the area of brand strategy, brand measurement and brand valuation, who come together to share their experiences and to better understand the process by which valuable brands are created.

The BFI produces The BrandFinance® Journal every quarter. The Journal includes exlusive interviews from high-profile industry leaders as well as in-depth articles and analysis of current topics.

For more information, please visit www.brandfinance.com

Chapel Down WinesChapel Down is one of England’s great new brands. A charismatic team of highly talented people are creating World Class, distinctive and award-winning wines that are capturing the public’s imagination and surprising and delighting all who try them. Since 2001 they have re-invented English wines to the extent that demand now vastly exceeds supply. The perfect terroir of South East England has brought them not only International accolades for their Chapel Down wines and Curious Brew beer, but a growing affection and awareness. Available at the Olympics and in restaurants where quality is essential such as Jamie Oliver, Gordon Ramsay, Gary Rhodes and Harvey Nichols, and in quality retail outlets such as Waitrose, M&S, Majestic and many, many more, 2012 has been another extraordinary year for Chapel Down.

For more information see www.chapeldown.com or visit their wonderful home in Tenterden, Kent.

Sponsors9

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10 About Brand Finance

Brand Finance is the world’s leading brand valuation consultancy. We advise strongly branded organisations on how to maximise their value through the effective management of their brands and intangible assets. Headquartered in London, Brand Finance is represented in over 20 countries worldwide.

Our clients include international brand owners, tax authorities, Intellectual Property lawyers and investment banks. Our work is frequently peer-reviewed by the big four audit practices and our reports have been accepted by various regulatory bodies, including the UK Takeover Panel

About Brand Finance ForumsBrand Finance is committed to the development of theoretical and practical issues surrounding brands. As part of this process, we organise a series of events and forums around the world where leading practitioners in the area of brand strategy, brand building and brand valuation come together to share their experiences and to better understand the process by which valuable brands are created.

The Brand Finance Annual Forum, now in its 10th year, has progressively become one of the definitive events in the area of brand valuation and should not be missed by anyone who is serious about maximising the value of their brands and intangible assets.

To find out more visit www.brandfinanceforum.com

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Contact information

Event managementTom ConnellTel: +44 (0)207 389 9400Email: t.connell@brandfinance.com

Brand Finance plcTel: +44 (0)207 389 9400Fax: +44 (0)207 389 9401Email: events@brandfinance.comWeb: www.brandfinance.com

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