Middle East Post Box

INTRODUCTION

With the growing interest in the auditing of print media and media expenditure within the Gulf, Gulf Marketing Review is organising a seminar to help media planners, media buyers and client-side marketers better understand the complexities surrounding this important issue.

The seminar takes the form of a one-day workshop which will be participative and educational to all key players within the advertising partnership; clients, agencies, MBUs, planners and publishers.

International experts will present four sessions which are carefully constructed to ensure all delegates at this highprofile seminar understand the intricacies of media auditing and are suitably qualified to take a holistic approach to their future media selection.

Why you should attend • Learn about the detail behind an audit certificate • Understand the relevance of readership types • Gain insights into the future of media buying • Influence the media buying habits of your company • Network with your peers	Who should attend • Anyone using or buying advertising in print media • Publishers and circulation managers • Advertising and marketing managers • Media planners and buyers • Media and advertising agency professionals

SPEAKER PROFILE

Colin T. Kennard, Publisher, The Financial Times CEROW, Frankfurt, Germany
Colin Kennard was appointed Publisher for the Financial Times CEROW region in April 2005. Based in Frankfurt, he is responsible for all commercial operations within this area and was instrumental in launching the Financial Times into its now dominant position within continental Europe. Colin has held a number of senior roles within the Financial Times and prior to this was responsible for Thomas Cook Bankers Travellers Cheque business in Austria, Germany and Switzerland.

Richard Windle, Global esearch Director, Ipsos Media, UK
Richard Windle has more than 25 years experience in market research specialising in media and the public sector. Since June 2004 he has been closley involved in the British National Readership Survey and the RAJAR radio audience measurement survey. Ipsos is responsible for the management of industry sponsored readership research in a number of European markets while Richard also has responsibility for the technical development of media research on a worldwide basis.

Stuart Wilkinson, Regional Director, BPA, London, UK
Stuart Wilkinson is responsible for business
development across all BPA's portfolio of services in Europe and the Middle East. Stuart joined BPA as an auditor in July 1997, and in July 1998, was named regional service coordinator New Accounts. Prior to joining BPA Stuart received a Masters degree in Social Anthropology from the School of Oriental and African Studies, London University, and a Bachelor of Arts degree in French, Economics and Politics from Kingston University, Kingston Upon Thames.

Ron de Pear, CEO Continental Europe and Asia, billets International, London, UK
Ron de Pear is chief executive of billetts International, a leading communication performance monitoring company working with many of the world’s leading brands. Prior to this, he was managing director of Mediaedge:cia International and chairman of CIA International. Before joining CIA, Ron had a distinguished career within the WPP group and was one of the main movers in the formation of Mindshare; after launch he was appointed its worldwide client services director. Ron is also a director of Coast, a leading content programme company.

PROGRAMME

09:00 – 10:30	SESSION 1 So what’s important about circulation? Colin T. Kennard, Publisher, The Financial Times CEROW, Frankfurt, Germany As audit certificates increasingly become the accepted currency within media buying in the Gulf, as important (some may say, more so) is the profile of the readership. Colin will explain how circulation is achieved, the distinct attributes of specific readership groups and what advertisers should look for when buying print media.	2:00 – 3:30	SESSION 3 It’s not just the numbers that count Richard Windle, Global Research Director, Ipsos Media, UK As the requirement for media auditing intensifies, so will the attraction of knowing the profile of readership for a particular publication. Independent readership surveys will carry as much weight as audit certificates in some situations. Richard will explain the value-added insights that research provides.
10:30 – 11:00	Refreshments Break	3:30 – 4:00	Refreshments Break
11:00 - 12:30	SESSION 2 Reading an Audit Certificate Stuart Wilkinson, Regional Director, BPA, London, UK Understanding the detail behind the figures in a print media audit certificate is not for the faint-hearted. Understanding the differences in circulation, the implications between the bewildering array of categories. Stuart will present and discuss how a certificate is compiled, the data behind the numbers and the relative attractions of specific categories of circulation from an advertiser’s perspective.	4:00 – 5:30	SESSION 4 Closing the audit circle – a case study on campaign auditing Ron de Pear, CEO Continental Europe and Asia, billets International, London, UK What happens after the circulation audit? While buyers and clients can expect to have the audit information from an individual publication within their media campaign, what is the overall ROI they can expect from their complete campaign? Have they received the best bang for their buck across the whole campaign? Campaign auditing is the next step. Ron will explain what comes after the media audit.
12:45 – 2:00	Business lunch


OFFICIAL PAYMENT CARD
	American Express Company is a diversified worldwide travel, financial and network Services Company founded in 1850. It is a world leader in Charge and Credit Cards, Travellers Cheques, travel, financial planning, business services, insurance and international banking. Operating in 18 markets in the Middle East and North Africa region, AEME issues dollar currency Charge and Credit Cards: Personal (Green), Gold, Platinum as well as Company and Corporate Cards. Since 2001, with the introduction of its first local currency Credit Card in the United Arab Emirates, AEME has been introducing a range of local currency Credit Cards across the region. American Express Cards are accepted at millions of locations in more than 200 countries and territories worldwide.


	CANCELLATIONS Cancellations must be made in writing to the address stated below no later than 14 days prior to the conference date. Cancellations are subject to a handling and administration charge of US$100 per delegate, which will be deducted from any refund due. Cancellations cannot be made less than 14 days prior to the conference date but a substitute delegate can be nominated. ACCOMMODATION Delegates are responsible for their own accommodations. VISAS Saudi Arabia: With the exception of GCC citizens, a visa is required to enter Saudi Arabia. Please enquire at the Saudi Arabian embassy in your country of residence. UAE: For certain nationalities, visas are required for UAE. For some nationalities visas can be purchased at the airport on arrival. Please enquire at the relevant embassy in your country of residence. TRAVEL ARRANGEMENTS Delegates are responsible for their own travel arrangements.

For more information contact: GRAY BUSINESS COMMUNICATIONS DUBAI Judith Gray, PO Box 7260, Dubai, United Arab Emirates Tel: +971 4 349 6663, Fax: +971 4 349 9551 Email: judig@GBC-me.com RIYADH Rabih El-Amine, PO Box 301292, Riyadh 11372, KSA Tel: +966 1 462 3632, Fax: +966 1 461 2966 Email: rabiha@GBC-me.com

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