Ann Heystek

Curriculum Vitae2013

“Celebrating 21 years in Africa and Out of Africa.”

Lillian Bassman “Women” circa 1950

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“THE AFRICAN NOSTRADAMUS OF MARKETING” Robb Report USA

“A doyenne of local and international marketing, Ann has spent almost all of her impressive 26-year career in the fields of public relations, research, trends analysis, event management and go-to-market strategics - with

particular emphasis on the property, tourism, event management, leisure, bespoke luxury goods,publishing and financial sectors.”

Work Experience

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“no borders, no boundaries, seamless creativity & capability Leading Africa™ delivers both on & off-the-shelf solutions whilst developing and building internationally acclaimed brand equity.”

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Nelson Mandela Square ProjectStrategic Funding Initiative

The “Great Place” Birthplace of Nelson Mandela

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“It was a triumph of enormous proportions.” Ivan Fallon, Group Managing Director, Independent Newspapers Worldwide

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Strategic Integration by Ann Heystek for “The Icon Room” at Leading Africa™ of the Zulu Royal Family with

Humanitarian AIDS Trust Endeavors on behalf of the Zulu Nation.

Her Royal Highness Princess Nandi Zulu

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Princess Nandi Zulu 3 million circulation cover feature: “The first and only person to feature on the cover of this top international magazine.”

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INVITATION TO JACK NICKLAUSConcept Origination, Design & Appointment Strategy by Ann Heystek for “The Icon Room” at Leading Africa™ resulting in presentation in person to Jack Nicklaus, Florida, USA.

THE ROYAL COUNCIL OF INGXOTHA

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Thanda Royal ZuluEstablishment of the Royal Zulu National Parks Client Profile

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Renée Fleming South African Tour Fund Raiser KwaZulu Natal Symphony Orchestra Campaign

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Thanda Royal Zulu Featured In “Best of the Best” Robb Report

“The art, concept and materials presented by Leading Africa are of the best available in the world.” Bill Curtis, CEO Robb Report

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“The Sacred Treasure of A Golden Age” Olympia, Greece

Campaign Strategy & funding initiative concluded by Ann Heystek for “The Icon Room” At Leading Africa™

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Client ProfileItalian Embassy, Trade Commission, Tourism,

Alitalia, IRI Group.

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Southern Sun, Sun International, The Kerzner Group, World Leisure Holidays.

Development of the Mauritian Tourism Market from inception.

Client Profile

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Extensive Detail at the Leading Africa™ Website www.leadingafrica.com

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Founder Company Profiles

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Leading Africa™

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Leading Africa™ has an enviable portfolio of works encompassing finance, business, tourism, event management, real estate, retail, luxury goods, leisure and hospitality, cuisine, publishing, the arts, conservation and philanthropy.

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Leading Africa™ provides a full suite of services enveloping all the essential specialist key lights that determine the successful conclusion of a project or brand. Incorporating a dynamic skills base, each project is assessed individually on evaluation and clear understanding of the client’s objectives, goals, time dynamics and risk profile.

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January 1991 – 1999 (8 years)

Today a leading edge financial services provider the company founded by Ann and Magnus Heystek was set up to educate and inform the man in the street about investment basics. The company is a household name in financial publishing, radio and television broadcasts and conferencing.

Co-Founder & Marketing Director Heystek International & Cream Publishing

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CREAM PUBLISHINGHolding Company for Magnus Heystek Investments & Heystek International.

Co-Founded by Ann and Magnus Heystek in 1992, the company published an extensive array of best selling books related to personal finance and established an investment house, which held ZAR 3 billion of assets in under four years.

The publishing house, trading as Worth Publishing and the rights to the financial titles and events, were acquired by Independent Newspapers in 1996. Magnus Heystek Investment House was sold to Citadel Investment Services in 1997.

Under the custodianship of Ann Heystek and the company she founded, Cordev Marketing, undertook the creation of a ground breaking brand in personal finance, which established the Heystek name as a household icon in personal finance.

Cordev Marketing continues operation today under the leadership of Ann’s sister, Winnie Kyriakides and is today a focused development and marketing enterprise.

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CORDEV (Pty) Limited established with Jeanne Bestbier Public Relations.

Co-Founder and Managing Director 1984 to 1998.

CORDEV MARKETING

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Client Profiles

“Ann’s special skill, networking on the national and global stage, has earned her a sterling client base and blue-chip pool of

associates, encompassing the top decision-makers in business and media. Moreover, Ann brings her writing, publishing and

financial expertise, having produced several bestselling books on personal finance under the Worth Publishing banner. Ann is

currently completing her PHD at UMS, California, USA.”

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The Blue Chip Client Portfolio

Southern Life

First National Bank

ABSA Bank

Standard Bank

Liberty Life

TMA Financial Services

Citadel Financial Services

Deloitte & Touche

JCI Johannesburg Consolidated Investments

Anglo American – Clem Sunter

Tony Manning – Business Author

C.N.A. Central News Agency

Facts & Fiction book stores

Nu Metro Cinemas

Johannesburg Stock Exchange

Independent Newspapers

Radio 702

South African Broadcast Corporation

Sun International

World Leisure

Kerzner Group (Mauritius, Bahamas)

Italian embassy, Italian Trade Commission, IRI Group.

PG Glass

Murray & Roberts

Murray & Roberts Housing

Wimpey Homes

Stocks & Stocks

Stocks Leisure

Pam Golding Properties

Massmart

Nelson Mandela Children’s Fund

Office of the Premier – Tokyo Sexwale

South African Business Women of the Year

Templeton Asset Management

Nelson Mandela Children’s Fund

The Ireland Funds for Sir Tony ‘O Reilly

The Open Society Institute for the George Soros Foundation

Alitalia

Quantas

Port Authority Italy

Ogilvy & Mather

Hunt Lascaris

FCB South Africa

VWV Productions

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SPECIALIST OWNED EVENTS & FUNDRAISERS

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Events & Fund RaisersThe Star Investors Club

-Exclusive guest profiles with Sir John Templeton, Mark Mobius, Lord Rees-Mogg,

International and local politicians including Nelson Mandela, Cyril Ramaphosa, Tokyo Sexwale, Maria Ramos, FW De Klerk, Gill Marcus, Tony Leon, Trevor Manuel, Clem Sunter, Tony Manning, etc.

The Star Business-to- Business Network

-Change Management South Africa

-Small Business Development Corporation

-Clem Sunter - Exclusive Book Releases

-Tony Manning – Exclusive Book Releases

The Radio 702 Women’s Forum

The Radio 702 Business Breakfast Club

-First public appearance of Nelson Mandela

Profile of South African business leaders & entrepreneurs

Profile of South African political leaders

• Nelson Mandela and Sir Tony ‘O Reilly Children’s Fundraiser

Nelson Mandela Children’s Fund

The Irish Children’s Fund

Mandela, Soros & Rupert Forum for Open Society

George Soros Open Society Institute Annual Dinner

Leading South African and International Business Network

Johannesburg Stock Exchange Annual International President’s Dinner With Nelson Mandela & Thabo Mbeki

The Tiffany Party La Perla Fashion Show

House of Guerlain

Yves St Laurent

Christian Dior

Moët & Chandon Champagne

Veuve Clicquot Ponsardin Champagne

Change Management Forum South Africa (SA Government & business to business initiative)

Johannesburg Symphony Orchestra

Botanic Garden Concerts

KZN Philharmonic Orchestra

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Book Titles, Events, Radio & TelevisionFEATURES AND PUBLICATIONS

RAINFALL

It's a relatively dry country, with an average annual rainfall of about 464mm.While the Western Cape gets most of its rainfall in winter, the rest of thecountry is generally a summer-rainfall region.

South Africa's geography

South Africa occupies the southern tip of Africa, its long coastline stretching more than 2 500km from the desert border with Namibia on the Atlanticcoast southwards around the tip of Africa and then north to the border withsubtropical Mozambique on the Indian Ocean. The low-lying coastal zone is narrow for much of that distance, soon giving way to a mountainous escarpment that separates it from the highinland plateau. In some places, notably the province of KwaZulu-Natal in the east, a greater distance separates the coast from the escarpment.

Although the country is classified as semi-arid, it has considerable variationin climate as well as topography.The great inland Karoo plateau, where rocky hills and mountains rise fromsparsely populated scrubland, is very dry, and gets more so as it shades inthe north-west towards the Kalahari desert. Extremely hot in summer, it canbe icy in winter.

In contrast, the eastern coastline is lush and well watered, a stranger tofrost. The southern coast, part of which is known as the Garden Route, israther less tropical but also green, as is the Cape of Good Hope - the latterespecially in winter. This south-western corner of the country has aMediterranean climate, with wet winters and hot, dry summers. Its mostfamous climatic characteristic is its wind, which blows intermittently virtuallyall year round, either from the south-east or the north-west.

The eastern section of the Karoo does not extend as far north as the westernpart, giving way to the flat landscape of the Free State, which though stillsemi-arid receives somewhat more rain. North of the Vaal River the Highveldis better watered and saved by its altitude (Johannesburg lies at 1 740m; itsannual rainfall is 760mm) from subtropical extremes of heat. Winters arecold, though snow is rare.Further north and to the east, especially where a drop in altitude beyond theescarpment gives the Lowveld its name, temperatures rise: the Tropic ofCapricorn slices through the extreme north. This is also where one finds thetypical South African Bushveld of wildlife fame.

Those looking for an opportunity to ski in winter head for the high Drakensbergmountains that form the eastern escarpment, but the coldest place in thecountry is Sutherland in the western Roggeveld Mountains, with midwintertemperatures as low as -15º'bcC. The deep interior provides the hottesttemperatures: in 1948 the mercury hit 51.7º'bcC in the Northern Cape Kalaharinear Upington.

By far South Africa's biggest neighbour is the ocean - or two oceans, whichmeet at the southwestern corner. Its territory includes Marion and PrinceEdward Islands, nearly 2 000km from Cape Town in the Atlantic Ocean.

The cold Benguela current sweeps up from the Antarctic along the Atlanticcoast, laden with plankton and providing rich fishing grounds. The east coasthas the north-to-south Mozambique/Agulhas current to thank for its warmwaters. These two currents have a major effect on the country's climate, theready evaporation of the eastern seas providing generous rainfall while theBenguela current retains its moisture to cause desert conditions in the west.

Several small rivers run into the sea along the coastline, but none are navigableand none provide useful natural harbours. The coastline itself, being fairlysmooth, provides only one good natural harbour, at Saldanha Bay north ofCape Town. A lack of fresh water prevented major development here.Nevertheless, busy harbours now exist at Cape Town, Port Elizabeth, EastLondon, Durban and Richard's Bay.

SOUTHAFRICA

NEWSLETTERSECTIONS

FAST FACTS ABOUTSOUTH AFRICA

THE PEOPLE OFSOUTH AFRICA

THE 2010 WORLD CUP

SA OPEN FORBUSINESS

SA ECONOMICOVERVIEW

SA TOURISM WAVE

CONSERVATION

KWAZULU NATAL

INVESTING INKZN

ST. LUCIA

SouthAfr ica’s Geography&Climate

South Africa lies between 22and 35 degrees south, flankedon the west by the AtlanticOcean and on the east by theIndian Ocean, whose watersmeet at the country's mostsouthern tip, Cape Agulhas.

The long coastline stretches 2798 kilometres from a desertborder in the north-west, downthe icy and treacherousSkeleton Coast to CapeAgulhas, then up along rollinggreen hills and wide beachesfronting the warm IndianOcean, to a border withsubtropical Mozambique in thenorth east.

The low-lying coastal zone isnarrow for much of thatdistance, soon giving way toa mountainous escarpmentthat separates it from the highinland plateau. In some places,notably the province ofKwaZulu-Natal in the east, agreater distance separates thecoast from the escarpment.

South Africa is famous for itssunshine. A subtropicallocation, moderated by oceanon three sides of the countryand the altitude of the interiorplateau, account for the warmtemperate conditions sotypical of South Africa - andso popular with its foreignvisitors.

South Africa's major rivers and drainage regions

incorporating

Mean annual temperatures in South Africa

South Africa has seven majorterrestrial biomes, or habitat types -broad ecological life zones withdistinct environmental conditions andrelated sets of plant and animal life.

JUNE 2007Volume 2 : Investor Perspectives compiled by

Editor Ann Heystek, Managing Director email address: ann@leadingafrica.com www.leadingafrica.com

Official name:Republic of South AfricaCapital:PretoriaTotal land area:1 219 912 square kilometres (471 011square miles)Total coastline:2 798 kilometres(1 739 miles)Population (2006):47.4-millionCurrency:The rand. R1 = 100 centsTotal GDP* (actual, 2005):R1 539-billion(US$227.7-billion)Total GDP (purchasing powerparity, 2005):US$540.8-billionReal GDP growth (2005): 5.1%Inflation (CPIX, 2005):3.9%Official languages:Afrikaans, English, isiNdebele,isiXhosa, isiZulu, Sepedi, Sesotho,Setswana, siSwati, Tshivenda andXitsongaProvinces:Eastern Cape, Free State, Gauteng,KwaZulu-Natal, Limpopo,Mpumalanga, Northern Cape, NorthWest, Western Cape

* Based on an average 2006 exchangerate of R1 = US$6.76.

South Africa Vital Statistics

elievein south africa™

Thabo Mbeki’s successor

I still regard South Africa as a modern-day miracle, thanks to the inspirationalleadership of Nelson Mandela and the leadership and management skills of hissuccessor, President Thabo Mbeki. Mbeki steps down in 2009 after 15 years aspresident and deputy president, and there is a great deal of debate about hissuccessor and the direction he will take the country.

The ruling ANC meets in December next year to select a new leader who, in thenature of things, would be expected to succeed to the presidency 18 months later.I have no doubt that South Africans will choose the right leader to oversee the nextphase of their development when the time comes.

Already a rigorous and healthy debate is taking place about the country's future,and how to ensure that the excellent base built by the founding leaders for long-term political stability and sound macroeconomic management survives.

Even without MandelaSouth Africa's exemplary transition to democracy was called a miracle becausefew outside observers thought it would work. Expectations were low and, evenwhen the pessimists were proved wrong, there was a tendency to say that SouthAfrica was lucky because it had Nelson Mandela, implying that without him thingswould have been different.

I love Nelson Mandela and would count myself among his greatest admirers, buthe would be the first to do justice to all those others who made sacrifices for a justand democratic system. Mbeki's government contains many highly talented andfocused ministers: Trevor Manuel, for instance, has now been Finance Minister for10 years and is regarded by his peers as one of the best in the world. He is notthe only one.

It is to take nothing away from Mandela's stature as one of the towering figuresof our age to say that, among South Africans, he is no anomaly. To the contrary,he is the quintessential South African. That is why it is always a mistake to sellSouth Africa short.

The achievements of the past dozen or so years have been remarkable by anystandard. As the UN Secretary General Kofi Annan has said, South Africa today,with its robust economy, stable democracy and commitment to the rule of law,points the way to the African continent and the world as a "beacon of toleranceand mutual respect". This is not a miracle, but a testament to the calibre of thecountry and its leadership.

Patience rewarded

It is important to remember how easy it would have been for the first post-apartheidgovernment to throw macroeconomic sense to the wind in seeking to redress theimbalances left by apartheid.

Instead, the collective wisdom of the African National Congress as it settled intooffice was that imbalances created over generations of white rule could not befixed overnight and that the first order of business must be create the conditionsfor sustained economic growth - a tall order given the sclerotic state of the economyin 1994.

Today, we are starting to see the payoff, with growth in the past year of more than5%, a rapidly reducing budget deficit, a growing tax base, an emerging black middleclass, a housing boom in areas such as Soweto and other former townships, anda steadily deepening social cohesion.

Growing pains

With growth, however, comes growingpains. It has been clear over the pastyear that South Africa has outgrown itsinfrastructure and its supply of skills.Booming car sales have exacerbatedtraffic jams. Demand for electricityoutpaces capacity. Infrastructuralprojects are running behind schedules,and government departments haveoften not been efficient enough to spendtheir allocated budgets. Service deliveryhas faltered in many areas. Immigrationfrom the neighbouring (and poorer)African countries, plus a major drift offthe land and into the cities, has swelledshanty towns despite the government'spriority on building houses.

The rising economic tide has lifted manyboats, but too many remain mired inpoverty. Unemployment remainsstubbornly at 25%, and is falling onlyvery slowly. Poverty in the midst ofconspicuous wealth incubates crime.

Yet when South Africans put their mindsto something, they usually succeed.Tourism, for instance, has been a greatsuccess: last year South Africacomfortably accommodated a record7.5 million visitors, the vast majority ofwhom went home glad they came.Before 1994, the number was less than1 million.

Sir Anthony O'Reilly

PROPERTYFORTUNEFORTUNEDECEMBER 2006

AFRICA’SMIRACLE

NEWSLETTERSECTIONS

R7BN FOR ’AFRICA’SRIVIERA’

VIRGIN MOBILELANDS IN SA

SPIRIT AND HOPE INSA: OPRAH

FOREIGN INVESTORSFLOCK TO JSE

SEEING AFRICA IN ANEW LIGHT

SA’S JOBLESS RATE ATSIX-YEAR LOW

AFRICA INVESTMENTHITS RECORD HIGH

SOUTH-SOUTHINVESTMENTBOOMING

THABO MBEKI’SAFRICAN VISION

RECORD NUMBER OFTOURISTS VISIT SA

Further investment informationwww.southafrica.info/doing_business/investment

’Keep believingin the new SA’Sir Anthony O'Reilly

24 October 2006

There seems suddenly to be arash of commentators predictingthat the South African miracle isover. They point to what isundoubtedly going to be a bumpysuccession when President ThaboMbeki goes, citing anecdotalevidence of a worsening crimesituation in recent months.

My reply is that those who believedin South Africa a decade and moreago should not get cold feet now.

When I became the first majorinvestor in the new South Africaback in 1993 with the purchase ofArgus Newspapers and thecreation of Independent News andMedia SA, I never thought it wasgoing to be an easy ride.

But I had fundamental faith in thecountry's leaders, its people andtheir commitment to building adecent democratic system out ofthe ruins of apartheid. Thedoomsday artists predicted wewould quit when the going gottough, but 13 years later we arestill there, our investment has beenan excellent one, and I have neverregretted a moment of it.

A m a g n i f i c e n t n e w v i e w

Published Book Titles • Making Money Made Simple • World of Money • Retirement – The Amazing and Scary Truth • The 60 Minute Guide Collection (15 titles) Events • The Star Investors Club • The Argus Investors Club • The Natal Mercury Investors Club • The Annual Style Magazine Money Guide & Conference • The Annual Investor’s Conference (ABSA Bank) Radio & Television • Radio 702 Financially Speaking • SABC TV World of Money • Top Billing Features and publications • Moneytalk (Caxton) • Renaissance (Naspers) • Style Magazine (Caxton) • Independent Newspapers • Cream Publishing • Worth Publishing • Robb Report (Curtco Media) • Believe In South Africa Newsletter • Property Fortune Newsletter Coffee Table Information Memorandums • Thanda Royal Zulu • Jack Nicklaus Invitation • Tiger Woods Invitation • Oprah Invitation • Royal Council Jewelry Edition • Olympia Greece • Olympia Style Book • Destiny Africa ....etc.

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The Icon Room™

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“At the Icon Room we believe that brands are among an organization’s most strategic and valuable assets. Commissioned Research helps clients’ to identify the value of their brand assets from a financial as well as strategic perspective and determine how to use this information as a filter for critical decisions. For example, challenging resource allocation issues can be addressed by determining the value of a brand relative to other firm assets - including other brands in the portfolio. We also work with clients and use this information to evaluate potential growth platforms including mergers, acquisitions, licensing arrangements, partnerships, and the like. Further, we ensure clients have the appropriate data and insights to extract maximum value from divestitures and sales of other brand-based assets.”

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Seduced by Venice!Palazzo Fortuny “Edge of Becoming” Venice Biennale 2011

A specially curated group show of over 300 works of art at the Palazzo Fortuny, which explores the transversal links between places, history, creative heritage and universal wisdom. The exhibition runs until November 27th 2011.

The curatorial team for TRA. EDGE OF BECOMING is composed of Daniela Ferretti, director of Palazzo Fortuny; Rosa Martínez, independent curator and art advisor; Francesco Poli, philosopher and art history professor; and Axel Vervoordt, president of the Vervoordt Foundation.

Suite of Services Campaign & Product Advisory Services - Real Estate The Water House by Chinese Architect Li Xiaodong “Architecture should add an uplifting spiritual characteristic of the project to the built environment.”

Picture Reference: The Water House by Chinese Architect Li Xiaodong

Campaign & Product!Advisory Services - Real Estate •  Brand Identity, Research, Trends analysis, Public Relations, Above-the-Line Advertising,

•  Photography, Graphic design, Publishing, Data base identification of key target markets and by appointment sales to a pre-qualified local and international market segment.

•  The development of brand equity based on a strategic focus plan to ensure maximum return on investment.

•  Specialist Concept Designers and Marketers of resort and premium hospitality based real estate developments in unique locations: Bush Retreats, Seascapes, Golf Estates and Private Residence Clubs with full service hotel and spa facilities – incorporating all tiers of real estate ownership, mixed use, and retail emporiums.

•  Consultation in the design of conceptual frameworks: Selection and Identity of Professional teams – including the introduction of key sports and celebrity personalities and key real estate professionals locally and internationally, where appropriate.

•  The location, architectural and interior design concepts and specialist development management teams are the key drivers in determining our project selection.

•  Our mission is to build long-term relationships with key local and international players in the highly specialized and competitive property and development market by establishing the route to a successful project with the provision of all the essential and professional turn-key services required up-front.

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Incorporated Professional Services

Economic Data. Market Trends. Style Trends. Lifestyle Trends. Location and Key location trends. Design Trends.

Research Financial Investor Relations. Development of Prospectus for local and international investor placement, JV partnerships, stock market listings and so forth. Introductions to key investor sectors operational in private equity sectors, private fund managers, leading institutions and so forth.

LEGAL Laws and regulations related to local and foreign property ownership in South Africa and abroad. Fractional ownership. Other forms of legal property ownership. • Development of prospectus with leading international firms. • Project Development and Rights consultation with key professionals.

“The Royal Council of INGXOTHA” campaign for The Thanda Foundation

PUBLIC RELATIONS AND ADVERTISING CAMPAIGNS Structured Public Relations and advertising campaigns to selected key audiences and approved media. Creation of Highly rated, internationally acclaimed materials pertaining to public relations, advertising, promotional materials and media campaigns. World-class photography. Award winning web design, é-tools, showcases, é-magazines, é-retail. Production and publishing of magazines, exclusive coffee table books, newsletters. Event management for promotion of property releases. Production of video, video-editing, scripting for inclusion in web and DVD presentation tools incorporating electronic fly-books for the project. Creation of and production management of exhibition materials including models. Production of outdoor advertising campaigns, boards, site boards, demarcation boards, etc.

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DATABASE MANAGEMENT On going data base market to establish pre-listing, pre-rights listing, listing and post-listing interest to select audiences incorporating sophisticated electronic media to procure one-on-one site visits, etc. Management and continuous up-load of database featuring high net worth individual data appropriate to the project playground. Design of personalized marketing packages for individual audiences located locally and internationally.

BROKERAGE SERVICES

Management of By Appointment approved top-level negotiators representing leading real estate practices worldwide. Relationship Managers. Development of on-site sales teams. Professional management pertaining to the administration of the sales process via a pre-selected and approved legal services network.

Brand Architecture !Suite of Services

Market Understanding Strategy & Planning Group Operations Brand & Marketing Impact

FEE STRUCTURE AND MARKETING Fees levied are determined on the merits of components necessary to effect the correct material outcome to the Client Brief. These are costed out in all the avenues from initial research to final artworks, electronics and outputs. Brokerage fees exclusive of VAT apply on financial services transactions incorporating Joint Venture transactions, private equity placements, private fund management placements, individual or group investor placements, hotel and retail leases, real estate developers, corporate lodge sites, fractional ownership and all other forms of purchase pertaining to the real estate within any given project as assigned case by case.

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Market Understanding

Market Opportunity Identification: !Today’s Efficient Markets

•  Challenges We Address:

•  What are the most influential trends shaping the market?

•  What are the meaningful customer groups in the market, and what are their needs, demographics, and values?

•  What is our competitive position, and where are our greatest points of leverage?

.... while BRANDED BRANDS may primarily seem to be about products, experiences are equally important. Especially for luxury brands: as we're moving towards an economy completely dominated by experiences and lifestyle, luxury brands now more than ever need to start delivering true experiences instead of straightforward products in straightforward outlets. And what better way to do so than to create!

The Icon Room Lifestyle Trends!Branded Brands

Despite some doom and gloom predictions for brands in general (too expensive, too much media saturation), branded goods remain as hot as ever. Certain focused and well respected brands, often beacons of coolness and quality, are now cashing in by enriching other, more all-encompassing brands.!The result: BRANDED BRANDS.

Our Approach: In today’s efficient markets, with sophisticated customers and the proliferation and parity of offers and channels, companies must leverage superior market and customer insights as a basis of competitive advantage. The Icon Room takes a thoughtful and rigorous approach to uncovering these critical insights. We deliver a clear picture of customer, competitive, and channel dynamics within the market, while also identifying broader brand and business forces at play. Our market opportunity identification studies help guide go-to-market activities by providing an actionable portrait of customer needs and economic attractiveness. The rich combination of market and customer knowledge enables us to identify an opportunity or set of opportunities that will create the greatest lasting value for the product offering and the organization.

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Brand Performance Analysis Challenges We Address: What are the key drivers of customer preference, and how much does brand contribute to them? What attributes of the brand are unique and integral to brand and business success? What are the most critical touch points for influencing customer perceptions and behaviors?

Demand-Driven Business Strategy: Systematic and Streamlined Approaches

Challenges We Address: How can we create a relevant and compelling product and service offering? How do we best allocate resources to meet our overall business goals? How can we improve the consistency and efficiency of the planning process across our organization?

Our Approach: To succeed in today’s highly fragmented and dynamic markets, companies must take a systematic and streamlined approach to strategy and planning. By helping our clients adopt this approach, we increase their speed to market as well as their ability to capitalize on consumer trends, pre-empt competitors, and adapt to industry changes. We help define and refine key strategic elements such as target, pricing, and offer; determine the optimal investment of marketing funds; and develop clear, detailed plans with tactics, timing, and assessment tools. Throughout the process, we keep customer needs and organizational goals front and center, resulting in go-to-market approaches that resonate with customers and create the greatest value for the organization.

Our Approach: The Icon Room’s brand influence works in association with accredited research houses, support effective brand building by helping answer, in a thorough and structured manner, questions regarding the critical drivers of brand equity. Our research addresses the forces shaping brand equity at the category and the brand level. We help clients discover, among other things: associations that represent potential barriers to customer acceptance; associations that are category antes; and those that contribute most significantly to brand equity. This knowledge becomes particularly powerful and actionable when coupled with an in-depth touchpoint analysis, which reveals those specific points of interaction that provide the greatest opportunity to influence customers. This knowledge enables organizations to make strategic decisions that will ensure that brand is managed in a way that will have the greatest impact on brand equity and the bottom line.

“Vogue magazine has influenced American society for over a hundred years. The magazine has evolved to reflect modern women.Vogue was founded in 1892 by Arthur Baldwin Turnure. Turnure’s original vision was to be a social gazette for New York’s elite. Turnure’s investors for Vogue included the Vanderbilts, A.M Dodge, William Jay, and Marion Stuyvesant Fish. Turnure hired a staff with a higher socialite status rather than a staff with literary talent.” History of Vogue Magazine.

Strategy & Planning

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Brand Portfolio & Architecture

Challenges We Address: What are the roles and responsibilities for each brand in the portfolio? How should acquired brands be integrated into the portfolio? How far can we extend our brand?

Louis Vuitton !The World’s Leading brand

Angelina Jolie by Annie Leibovitz for Louis Vuitton “Core Values” Campaign

Louis Vuitton’s focus on its heritage as a travel brand helped it to retain its core customer–the jet setter. Brand Value: $19.78 Billion.

...& Fashion Show at Paris Fashion Week on next page

Our Approach: To succeed in today’s complex, cluttered, and dynamic markets, companies must manage their brand portfolios in a thoughtful and integrated fashion. They must understand how each brand contributes to the company’s success as well as how their brands can work together to impact business and brand objectives. The Icon Room helps clients answer these questions by developing brand portfolio strategies that support organizational imperatives, drive investment and resource allocation decisions, and contribute to top- and bottom-line growth. We also help define the ideal brand architecture or relational structure for brands within the portfolio and determine the optimal way to extend brands into new markets, channels, or segments.

Hermès ranking: 2: Overall Brand Value: up 8% to $8.46 billion The majority of Hermès is still family-owned (71% is family; 29% is public shares), which means it has the luxury of taking risks when it wants to and staying the course when it doesn’t.

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Marketing Strategy & Planning

Challenges We Address:

How do we integrate business and brand strategy? How do we use brands to drive organizational growth? How do we determine if an acquisition makes sense from a brand perspective?

Chanel : Ranking: 4 Overall Brand Value: down 11% to $5.55 billion Chanel’s dip in brand value is a sign of the times, according to Millward Brown Optimor director Pierre Dupreelle. During the recession, consumers turned to more practical products. While Chanel still attracted many with its classic quilted bags, cosmetics and fragrances, those determined to buy just a few investment pieces stayed away from the ready-to-wear.

Our Approach: Brands can transform a company by helping it reach new customers, expand its frame of reference, create energy and focus for the organization, and more. We help our clients define the role brands should play in helping achieve their long-term strategic and financial goals, including how to overcome significant growth gaps. We apply strategic brand, business, and financial criteria to evaluate and select those market opportunities that will create the greatest value for the organization as well as its customers. The power of brand to help a company grow and evolve is one of the key reasons we believe business and brand strategy should be inextricably linked. Chanel Vintage Advertising Campaign 1959

Chanel Spring 2011 Campaign | Freja Beha Erichsen & Stella Tennant by Karl Lagerfeld

However, Dupreelle feels that consumers are looking for some newness in 2010, which Karl Lagerfeld always brings to the runway. He predicts the fashion house will see an uptick over the next couple of years.

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THE ICON ROOM TRENDWATCH!TRANSPARENCY TYRANNY

Challenges We Address:

How much is our brand worth? How much should we charge to license our brand, and how do we minimize risk to our brand equity over time?

Cartier : Ranking: 7 Overall Brand Value: down 19% to $3.96 billion Cartier’s dip in sales affected its ranking. The Richemont-owned brand reported lower sales through its own boutiques and a more severe decline in sales to third party retailers.

"Old economy fog is clearing: no

longer can incompetence,

below-par performance, ignored global

standards, anti-social & anti-eco

behavior, or opaque pricing be

obscured. In its place has come a transparent, fully

informed marketplace,

where producers have no excuse left to underperform. TRANSPARENCY

TYRANNY for some,

TRANSPARENCY TRIUMPH for

others."

the icon room

Our Approach: Despite widespread demand for increased rigor around marketing investment, surprisingly few businesses have instituted a systematic program of analytics to gauge their brands’ performance. The Icon Room commission’s professional research houses which offer the following services: - Marketing Return-On-Investment and Brand Strength, which enable companies to evaluate the effectiveness of brand-building activity from brand investment (inputs) through to business impact (outputs). The research enables the development of customized brand measurement systems that provide marketers with a management tool for continuous improvement rather than a snapshot in time. Moreover, by forging a tangible link between brand and business results, the research helps our clients make a compelling case for closing the gap between a focus on spending versus the required focus on investment.

Friday 07 June 13

The Icon Room Trendwatch!“Youinversal” Branding

"At the core of all consumer trends is the new consumer, who creates his or her own playground, own comfort zone, own universe. It's the 'empowered' and 'better informed' and 'switched on' consumer combined into something profound, something dubbed MASTER OF THE YOUNIVERSE. At the core is control: psychologists don't agree on much, except for the belief that human beings want to be in charge of their own destiny. Or at least have the illusion of being in charge.”

“I’d always been acutely sensitive to my surroundings—and aware that I could make them rather than just observe them. So I began by designing interiors for myself, for friends, for clients—I just felt that I’d discovered my element, and those who really looked at what I was doing liked it—and the rest followed,” recalls Anouska Hempel. These days the London-based designer applies her inventive style to couture, furnishings, products and packaging, as well as to residences, gardens, offices, hotels and yachts around the world. Read more: http://www.architecturaldigest.com/architects/100/anouska_hempel/anouska_hempel_profile#ixzz1TEMsO9t8

Friday 07 June 13

The Icon Room Trendwatch

THE F-FACTOR | Consumers are increasingly tapping into their networks of friends, fans, and followers to discover, discuss and purchase goods and services, in ever-more sophisticated ways. As a result, it's never been more important for brands to make sure they too have the F-FACTOR.

Moët & Chandon : Ranking: 8 Overall Brand Value: down 12% to $4.28 billion While it’s not as strong as it once was, Moët is still the top champagne brand. Revisiting Champagne House Moët & Chandon’s original advertising campaign that introduced gorgeous Scarlett Johansson as the brand’s first celebrity ambassador in 2009, renowned British photographer Tim Walker brings to life the rich heritage and savoir-faire of the world’s leading champagne. “Moët & Chandon, the most loved champagne since 1743, is a universal symbol of joie de vivre and success. This new campaign highlights a return to the immutable elegance and glamour that are inherent to both Moët and Scarlett” said Moët & Chandon President & CEO Daniel Lalonde.

Last year’s ranking: unranked !-this year No 10 in the world of luxury brands!

Overall Brand Value: up 6% to $2.38 billion!While Tiffany didn’t even rank on last year’s list, the brand

was heralded in 2009 for its refusal to discount, as well as its plans for expansion in both Asia and Western Europe.

Tiffany & Co.

F - DISCOVERY

Consumers’ ongoing obsession with owning or experiencing the best of the best and their desire for serendipity, excitement, interaction and community, explains the pull of F-DISCOVERY. People are curious and interested in what their friends and contacts think, do, eat, read, listen to, drive in, travel to and buy, because often this will be similar to how they want to think, act and buy.

May 2011 | “Amidst the avalanche of articles and insights on social commerce, we bring you THE F-FACTOR, which is all about how friends, fans & followers greatly influence consumers’ purchasing decisions in ever-more sophisticated ways.”

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“The Internet will drive 21st-century publishing enterprise to be more like professional publishing has always been: highly vertical and format-agnostic,” The Icon Room: Publisher of The Big Book Series.

New World Publishing Fundamental changes to how the traditional publishing business operates are called for. There is an overarching theme to the changes already taking place. Consumer media in the 20th century tended to be horizontal and format-specific. Random House publishers define “horizontal”: they publish across all interests and markets.

CREATIVITY and IDEAS are the new currency! Businesses and organisations crave creativity from their employees and see it as the main engine of competitive advantage in a knowledge economy.

Styling & Graphic Design by The Icon Room

Olympia Greece

ARTS - The Big Book! The Big Book™ Series defines the new boundary for creativity and new ideas. It does it faster, at less cost, with less waste, with higher quality in a simpler way. And it does it better. Immediately.

•  Status: people love to be seen, love to show off their creative skills and thinking.

•  Bespoke lifestyle: something consumers have been personally involved in should guarantee goods,

•  services and experiences that are tailored to their needs.

•  Cold hard cash: getting a well deserved reward or even a profit cut for helping a company

•  develop The Next Big Thing is irresistible.

•  Employment: in an almost ironic twist, CUSTOMER-MADE is turning out to be a great vehicle

•  for finding employment, as it helps companies recruit their next in-house designer, guerrilla

•  advertising agency or brilliant strategist.

•  Fun and involvement: there's pleasure and satisfaction to be derived from making and creating,

•  especially if co-creating with brands one loves, likes or at least feels empathy for?

Why are customers interested in co-creating?

Friday 07 June 13

ReferencesDear Ann and David,This was a great pleasure, a great surprise and a great excitement. It is a fantastic job and I really want to thank you for all the hard work and efforts that you put into it. Congratulations!!! I am really thankful for a superb and excellent job. I am really looking forward in cooperating with you in the very near future for other jobs to come. With my warmest thanks, John Papapolitis & Papalotis Law Firm, Athens & Founder SA Olympia Resorts.

“Ann has a certain flair for transforming mundane things into creative outputs. Her 'high touch' brings much sought-after relief to otherwise overly technical and boring matters, and makes them really sexy and desirable...” July 11, 2012 Jeh Shyan Wong (client)

I have known and worked with Ann Heystek on numerous projects over the last 10 years including Boschendal “The Estate” founded in 1685 in the Cape. I acquired Boschendal 6 years ago and have spent in excess of USD 100 million on its acquisition and development. I am still one of the largest shareholders in this project and whilst I was the CEO of this company utilized Leading Africa to help commercialize the development at Boschendal, which they did very successfully. Ann is Group Managing Director of Leading Africa and will be a great asset to any country in Europe if she is working on commercializing any developments in Europe. Clive B Venning Chairman and CEO, Acquest International.

Dear Ann, I have now known and worked with you since 1995, and have never had anything other than the greatest of admiration for your energy, skills, innovation and integrity. We first worked together on an event which involved a dinner for the then President of South Africa, Nelson Mandela, and SirAnthony O’Reilly, Chairman of Independent News & Media and of the HJ Heinz Corporation, in Johannesburg. There were 500 people present, including many of the biggest businessmen in South Africa as well as from overseas. It all worked out brilliantly. After that, in my capacity then as Chief Executive of Independent News & Media, you acted as consultant and adviser on a number of ventures for the company, including a number of promotional events, all of which you handled superbly. We also had a joint publishing company, which you ran with great professionalism. Your reputation in the circles you have worked with is very high, and deservedly so. I know personally some of your clients who have the highest regard for you and their experience has been very good. I have never, since I have known you, heard anyone say anything other than positive things about you. Ivan Fallon. Chief Executive, Independent News & Media UK.

Friday 07 June 13

References

“Over the past three years I have had the pleasure of working alongside Ann Heystek of Leading Africa. During my employment with Knight Frank LLP based in London Ann appointed us as consultants with to regard to the Thanda Royal Reserve project in South Africa. Ann is not only a delightful lady but also an exceptionally hard working, diligent and trustworthy individual. I shall continue to work with Ann in the future as opportunity arises.” Sarah May Brown Vice President Advisory Investment Boutique LLC

“The marketing and presentation materials presented by Ann Heystek and David Dodds at Leading Africa are of the best I have seen in the world. Truly one of a kind, authentic and original..” Bill Curtis Curtco Media (Robb Report)

“Ann Heystek, Group Managing Director of There Is Only One (Pty)Ltd t/a Leading Africa is a key partner with Northcourse Leisure Real Estate Solutions and I have complete trust and confidence in her.” Claude Attala, Global Managing Director

“Connected, committed and convincing, Ann brings a huge degree of warmth and professionalism to all she does, whether in marketing a six-star resort development or bringing water to underprivileged children. A joy to work with.” May 5, 2012 ANDREW YC LOH CONSULTANT, CNSG

“Visionary and Inspiring, Ann is a consummate professional, expertly skilled, globally networked and highly accomplished in her speciality fields. It was a privilege and pleasure to learn so much from her at Leading Africa.” May 7, 2012. Naomi Estment Co-Owner at OV&P Studios

“I have worked with Ann Heystek for many years. Ann is a very productive person, a dedicated team-player - her ideas, skills, creativity and understanding of dependencies make any project easy to work with. Ann is customer orientated, proactive and self-motivated. I truly enjoy working with her on the various projects we take on.” May 5, 2012. Dominique Menoud - CEO Corporate Consulta Transylvania.

“Ann is an enthusiastic, attention detailed individual who is committed to making a difference. She is professional and personable in her approach. It was a pleasure to have worked with her.” May 8, 2012 Lynda Bleazard - CEO at Walter Sisulu Pediatric Cardiac Foundation.

“I have come to know Ann as the consummate professional in the business of creating packaging and marketing the very best luxury real estate in Africa and elsewhere. If you have a signature project and you need the best campaign and results, look no further.” May 4, 2012. John Allen, Nkomazi Wilderness Project.

“I have worked and am still working with Ann and her team on an international level. Ann is professional and her work, very thorough and in all cases strives for perfection. She has insight into market trends and needs and can identify opportunities. My cooperation with Leading Africa is a true eye opener. May 7, 2012. Nikos Potamianos, Founder & Director NP Consult Ltd.

Friday 07 June 13

References

Dr. Chris AbrahamsTechnical Advisor at World Health Organisation, Geneva-SwitzerlandAnn is very focused, target driven, highly motivated and proactive. Her ability to manage several projects and keep the ball rolling was evident from the commissioning phase of the WWF platform,

Ann uses a high degree of autonomy to get the tasks completed on time and is willing to take control of a task or situation - an invaluable asset to the development platform.

Minda BornmanMarketing & Communications Manager at AMTAnn is regularly willing to do a bit more than the average person. She has excellent communication and managing skills.

Her objective is to bring awareness to the plight of women and children in rural areas and to uplift and empower through education and funding initiatives that bring clean water to enable sustainable agriculture. She does an excellent job in the abovementioned.

Shaun ClaceyManaging Director at Hollard WealthAnn is passionate about what she does and can be counted on to deliver what she promises.

Eugene CloeteVice Rector Research and Innovation, University of StellenboschAnn’s is an excellent networker both nationally and internationally.The Water For Women Foundation's objective is to bring awareness to the plight of women and children in rural areas throughout Africa that aims to bring clean water to prevent life threatening water-borne diseases and to enable sustainable agriculture. Ann is also an excellent author and has published in the field of finance under the Worth Publishing banner.

Naomi EstmentCo-Owner at Outdoor Video & Photographic / OV&P StudioInspirational and caring, Ann is exceptionally accomplished in her field and phenomenally networked on a global scale, all contributing significantly to her pivotal role as chairman at WWFoundation.

Marais AndriesCo-owner at Zonderwater BoerderyAnn is probably the most dedicated and devoted person to the cause she so passionately drives. Her commitment and endurance to succeed is evident in her results.

Petter BarveCEOEvery project Ann puts her hands, she fills with heart and soul. The presentation is in a class by itself as usual.

Ling DobsonFranchisee and Principal - Knysna at Pam Golding PropertiesAnne's dedication and work ethos is of the highest standard. she is dedicated diligent and achieves results beyond expectations. she has an incredible network of very high-end clients and colleagues throughout the world that adds substance to everything the does. her passion with Water for Woman has positioned with the very best up THERE!!!

Friday 07 June 13

References

Alessandra Da NayaDirector at Atelier AlessandraAnn is a detailed orientated professional and her work goes noticed always without fail for her integrity and competency in all she does.

Dennis CruywagenDirector at District 7 CommunicationsAnn is principled, pioneering and someone who believes in letting her results tell how dedicated she is. She listens and is never afraid to say what can and cannot be done. This attitude is a real bonus.

Francois BairdFounder, Baird's Renaissance and Co-Chairman Baird's CMCAnne is driven by the importance of the issue to which she is devoting her life, as a woman and as a South African. Anne has a vision that will enhance life for women and all who value water as a resource.

Peter BruilManaging Director at Pam Golding Lodges and GuesthousesAnn is a high profile, broadly educated financial professional with excellent communication skills. Financial analysis combined with an out-of-the-box approach, always on the look out for opportunities as they come by.

Lynda BleazardDirector Investor Relations Africa Region at United Way WorldwideAnn is an enthusiatic, attention detailed individual who is committed to making a difference. She is professional and personable in her approach. It was a pleasure to have worked with her.

Nicholas Buck MSCDPrinciple at Nicholas Buck Design ConsultantHighly recommend Ann

Denis C FourieTrusted Advisor, Lobbyist, Mentor, ChairmanAnn is a dedicated and inspiring entrepreneur whose passion for what she does is clearly evident in everything she undertakes. She is admired by everyone who had the opportunity to engage with her for the work she is doing.

Samir KhanManaging Director at Intrix LimitedAnn is a pleasure to deal with. A highly professional and focussed individual, whose enthusiasm and energy is boundless.

Friday 07 June 13

Contact

Mobile 082 445 2179 Studio Des Arts +27 12 6892109

THERE IS ONLY ONE PROJECTS (Pty) LTD T/A LEADING AFRICA™   Tuscan House Studio Des Arts 53 Willow Drive

Irene Farm Village Irene PTAPO Box 3013 Dainfern JHB 2055 South Africa VAT : 485 020 9083   Co Reg: 2003/026306/07

Website & Associate Links: -http://www.leadingafrica.com/

http://wfwfoundation.com/

SKYPE Address: Leading Africa, South Africa

Linkedin : http://za.linkedin.com/in/annheystek

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