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Business: Affinity Publishing - Branding for Good Conference


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The Brands and Branding for Good conference ( taking place in Johannesburg in October this year, will not dwell on ‘green’ issues but rather tie into the very real concept of sustainability. according to convenor, Ken Preston

The conference will demonstrate that, in today’s economic climate, the two go hand-in-hand. “As US President Barack Obama said: ‘The choice we face is not about saving our environment and saving our economy. The choice we face is between prosperity and decline’.” explains Preston.

Recent research done by OgilvyEarth showed that support for sustainability can be found in financial stimulus packages, legislation and mainstream consumer acceptance as well as in new wealth creation, as these examples show:

· The renewable energy sector of China has a value of nearly US$17-billion (UNEP)

· The global carbon market value could expand to US$3-trillion by 2020, the current value of the oil market (New Energy Finance)

· The market for sustainable energy products will be worth US$500-billion a year by 2050 (The Stern Review)

· In the US, the renewable energy sector now employs more people than the coal industry (Sierra Club)

OgilvyEarth’s authors of a report headed ‘Dawn of the Age of Sustainability’ wrote that 2009 is giving rise to a new world order with the concept of sustainability at its very core. “In this new age, sustainability is an economic issue, opportunity and imperative, providing a huge opportunity for brand reinvigoration and reinvention.”

According to Preston, these findings have major ramifications for South African companies and prompted him to organise the conference.

“After reading this and other reports, there was no doubt in my mind that responsible brands are more attractive to consumers, and are able to build more comfortable relationships with regulators, local communities, investors and the media,” he says.

“This begged the question of how focused are South Africa’s businesses and brands, and what can be done to assist them to remain relevant to consumers whose values and behaviours are shifting to align with sustainability”.

The /Brands and Branding for Good /conference/ /will examine these issues and provide brand owners and their agencies with the opportunity to understand and appreciate the prevailing consumer shift and how to align their brands with sustainable values. A line-up of exceptional local and international speakers has been gathered to share their expertise and knowledge with the delegates:

· Seth Farbman – Senior Partner and Worldwide Managing Director, Ogilvy and Mather New York

· Leslie Pascaud – Director, Responsible Marketing Practice, Added Value, Paris

· Andrew Welch – Executive Director Landor Associates, London

· Prakash Patel, who recently joined Draftfcb South Africa from London as Head of Digital and Interactive

· Gail Klintworth – Chairman Unilever SA

· Conservationist Dave Varty – Londolozi

· IP Attorney Owen Dean – FIFA’s advisor on trademark infringement issues

· Jeunesse Park – Founder and CEO Food and Trees for Africa

· Mike Schalit – Group Creative Officer BBDO SA

· Laurika du Bois – Head of Marketing and Communications, WWF South Africa

· Kay Nash – Chief Executive Office, Yellowood Future Architects

· Derek Carstens, Marketing and Commercial Chief Officer, 2010 FIFA World Cup Organising Committee

· Andy Rice and Jeremy Sampson

The conference takes place on 20^th /21^st October at the Gallagher Convention Centre in Midrand. Enquiries and bookings are via or online at

The event is co-sponsored by Pick ‘n Pay, OgilvyEarth, HLKM and Added Value.

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