CREATING BRAND POWER FOR COUNTRIES AND COMPANIES

The Royale Chulan Kuala Lumpur9 January 2013

Closing Keynote AddressYAB Tan Sri Dato’ Hj Muhyiddin bin Mohd YassinDeputy Prime Minister of Malaysia

PROGRAMME,MODERATORS & SPEAKERS PROFILES

THE RAZAK ROUNDTABLECREATING BRAND POWER FOR COUNTRIES AND COMPANIESOrganised by RSOG in association with KPJ Healthcare Berhad and Saïd Business School

9 January 2013 ~ The Royale Chulan Kuala Lumpur, Malaysia

The last five years demonstrated how nations and businesses must face heightened uncertainty amidst a rapidly evolving socio-economic landscape. A changing global marketplace, new technologies and shifting customer preferences demand new insights into how countries and companies brand themselves. The environment for strengthening the customer-to-brand relationships and realising sustainable growth has never been more demanding.

What represents your country’s or organisation’s brand? What is its value? Is it sustainable? How do you or your organisation contribute to your nation’s brand? How can leaders ensure their organisations are ready and able to react to unprecedented change? How can organisations leverage on market research and the latest customer intelligence to drive performance and growth? Despite a great deal being discussed on branding over the years, why does the international perception of some countries, their products, their people and their organisations prevail over others? These are but a few questions that The Razak Roundtable: Creating Brand Power for Countries and Companies seeks to answer.

The inaugural Razak Roundtable will assemble top leaders and institutions from a variety of public and private sector organisations in and outside Malaysia. It provides an excellent opportunity to delve deep into the challenges and opportunities in ensuring innovative and transformational leadership in branding and brand management in the public and private sectors.

PROGRAMME

WEDNESDAY, 9 JANUARY 2013

(Venue: Taming Sari Ballroom 3, Ground Floor)

8.30am Registration of participants / Welcome coffee & tea

9.15am OPENING REMARKS

Datin Paduka Siti Sa’diah Sheikh Bakir

Advisor / Former Managing Director

KPJ Healthcare Berhad

9.30am INTRODUCTION

Leadership, Strategy and Brand Development

Dr. Andrew White

Associate Dean

Saïd Business School, University of Oxford

10.00am Morning break / Networking

10.30am PANEL 1

CAN A COUNTRY BRAND ITSELF?

Key Discussion Points:

• Opportunities, challenges, structure and processes for successful country branding

• Using nation branding as a vector for global competitiveness

• The role of the public and private sectors, media and citizens in nation branding

• The latest Nation Brands 100 Index - How did Malaysia fare?

• What should Malaysia do in the short, medium and long term to enhance its brand value and image?

• Getting the message out and stakeholder commitment

Moderator: Dr. Hamidin Abd Hamid

Chief Executive Officer

Razak School of Government

Speakers: Dr. Andrew White

Associate Dean

Saïd Business School, University of Oxford

Dr. Paul Temporal

Associate Fellow

Saïd Business School, University of Oxford

David Haigh

Chief Executive Officer

Brand Finance PLC & Author, Brand Finance Nation Brands 100

Kamran Khan

Program Director

Global Infrastructure Finance Centre of Excellence & Urban Hub,

World Bank, Singapore

12.00pm PANEL 2

HOW CAN LEADERS CREATE TRANSFORMATIONAL CHANGE?

Key Discussion Points:

• What transformational change is needed in developing countries?

• Leadership and change in the public and private sector

• Challenges faced by leaders in leading strategic change

• Creating an innovative national environment for change

• Engaging people in the change process

• Bridging the talent gap

Moderator: Richard Briant

Associate Fellow

Saïd Business School, University of Oxford

Speakers: Kathryn Bishop

Associate Fellow

Saïd Business School, University of Oxford & UK Civil Service Commissioner

Ku Kok Peng

Director

Palm Oil & Rubber NKEA and ETP Investment, PEMANDU

Datin Paduka Siti Sa’diah Sheikh Bakir

Advisor / Former Managing Director

KPJ Healthcare Berhad

Dr. Mohamed Baka

Chairman

Emirates Centre for Innovation and Entrepreneurship

1.30pm Lunch / Networking

2.30pm PANEL 3

STRATEGIC MARKETING AND COMMUNICATIONS OF PUBLIC

AND PRIVATE SECTOR BRANDS

Key Discussion Points:

• Managing brands internally – stakeholder and employee engagement

• Managing brand communications across multi-cultural markets

• The impact of social media in brand management

• Politics, policies and managing the media

• Creating ‘Brand Malaysia’ stories

• Effective crisis and issues management

Moderator: Firoz Abdul Hamid

Affiliate / Consultant

Saïd Business School, University of Oxford

Speakers: Kam Raslan

Author

Columnist and DJ of BFM Radio

Sanjeev Nanavati

President AMCHAM & Chief Executive Officer

Citibank Malaysia

Tan Sri Yong Poh Kon

Managing Director, Royal Selangor International Sdn Bhd

& Co-Chair, PEMUDAH (Govt’s Public Private Task Force)

Datuk Dr. Rebecca Fatima Sta Maria

Secretary General

Ministry of International Trade and Industry, Malaysia

4.00pm CLOSING REMARKS

Dr. Hamidin Abd Hamid

Chief Executive Officer

Razak School of Government

4.15pm CLOSING KEYNOTE ADDRESS

YAB Tan Sri Dato’ Hj Muhyiddin bin Mohd Yassin

Deputy Prime Minister of Malaysia

4.45pm Refreshments / Networking

5.00pm End

Note:

The organizer reserves the right to amend the programme in the best interest of the Roundtable.

© Copyright RSOG, KPJ and SBS 2013

HAMIDIN ABD HAMIDChief Executive OfficerRAZAK SCHOOL OF GOVERNMENT

Hamidin Abd Hamid is the Chief Executive Officer of the Razak School of Government (RSOG). A newly formed outfit by the Government of Malaysia aimed at spearheading the intellectual, leadership and professional development of Malaysia’s public sector leaders.

With almost 18 years working experience, Hamidin received his Bachelor of Arts (Hons.) at University of Malaya (1994), an M.A. in Asian/African History from University of London (1996), and Ph.D degree from the School of Oriental and African Studies, University of London (2000).

Prior to becoming the CEO of RSOG, Hamidin was the Director of the Interim Team National School of Government, under the Prime Minister’s Department which lead to the formation of RSOG. Before joining the Prime Minister’s Department, he was an Associate Professor at the Department of History, University of Malaya and served as Executive Director of the Asia-Europe Institute, University of Malaya. He was the Deputy Executive Director for Academic and Research for the Asia-Europe Institute and Deputy Dean (Research and Development), Faculty of Arts and Social Sciences for the University.

As the Chief Executive of RSOG, Hamidin has the responsibility of delivering high impact training that would deliver competitive leaders and a new mindset of delivery not only in the public sector of Malaysia, but also how the larger Malaysia, private sector and civil societies must act its own responsibilities in delivering an effective public sector comparable to global standards and a relevant Malaysia. RSOG’s Chairman is the Chief Secretary to the Government, with the patronage of the Prime Minister of Malaysia.

DR. ANDREW WHITEAssociate DeanSAÏD BUSINESS SCHOOL

Andrew White is Associate Dean of Executive Education and a Fellow in Strategic Management at Saïd Business School, University of Oxford.

His background is in the research of innovation management – a topic of increasing importance in a competitive and fast-changing world. The successful management of disruptive technologies and discontinuities have been at the heart of his work, these are key factors in today’s highly fluid organisational environment. Andrew’s work has been published in the Financial Times, he is a contributor to the European Journal of Information Systems and the Future of Business Schools. He acts as a consultant to a number of global organisations and has co-authored a review for the DTI of how information technology can create intelligent infrastructure systems.

His research interests focus around inter-organisational information systems and technologies and how companies can successfully manage innovation. Andrew is a Fellow of the Royal Society for the Encouragement of Arts, Manufacturers and Commerce and a Scholar of the Advanced Institute of Management Research, a UK government initiative that aims to exemplify how collaborative management research and development can contribute to academic, business, public service and policy audiences.

DR. PAUL TEMPORALAssociate FellowSAÏD BUSINESS SCHOOL

Paul Temporal is an Associate Fellow at Saïd Business School where he is also responsible for directing a research and education project in Islamic branding and marketing. He is an Associate Fellow of Green Templeton College, Oxford, and Visiting Professor of Marketing at Shanghai Jiao Tong University, China. Paul is a globally recognised expert on brand strategy, brand management and strategic marketing.

Paul has designed, directed and taught branding and marketing programmes for the Malaysian Government. He also contributes to the Oxford Advanced Management and Leadership Programme. He has lectured at many universities and business schools in Europe and Asia.

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With a particular interest in national and corporate branding, Paul teaches and acts as a consultant to governments, companies, executives and students. Organisations for which he has consulted include APEC, ASEAN, OIC, UNCTAD, GCC, UAE, EU, The World Bank and the Governments of Canada, China, Dubai, Malaysia, Oman, New Zealand, Singapore and the United Kingdom. Paul has written more than 15 best-selling books on brand strategy and management; he regularly contributes to the global media, including to roundtable discussions held by organisations such as The Economist and Business Week.

Paul was educated at Leeds and Oxford Universities in the UK and holds Bachelor, Master and Doctoral degrees in Economics and Management.

DAVID HAIGHFounder and CEO BRAND FINANCE PLC& AuthorBRAND FINANCE NATION BRANDS 100

David is the CEO and founder of Brand Finance plc. David qualified as a Chartered Accountant with Price Waterhouse in London. He worked in international financial management then moved into the marketing services sector, firstly as the Financial Director of The Creative Business and later as Financial Director of WCRS & Partners. David joined Interbrand as Director of Brand Valuation in its London-based global brand valuation practice, leaving in 1996 to launch Brand Finance. David has represented the British Standards institute on the International Standards Committee working party on the standardisation of brand valuation methods and practices, whose draft standard (ISO 10668) was published in November 2010.

David 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. He is the author of the Brand Finance Nation Brands 100.

KAMRAN KHANProgram DirectorTHE WORLD BANK GROUP

Mr. Khan is the Program Director of the Global Infrastructure Finance Center of Excellence and the World Bank–Singapore Urban Hub. He is a member of World Bank’s Global Expert Team on Public-Private-Partnerships, and represents the WBG on the Board (Asia) of the International Project Finance Association.

Mr. Khan’s experience includes investment banking, project finance, and corporate strategy with a focus on mergers and acquisitions. Prior to joining the World Bank in 2004, Mr. Khan spent over eight years in the private sector focusing on investment banking with Goldman Sachs and JP Morgan Chase, and strategy consulting at LEK Consulting. Mr. Khan has also worked for over seven years at the U.S. Agency for International Development (USAID), where he was the team leader of USAID’s global project finance/guarantee facility, and managed a multi-sector portfolio of investments in South Asia, East Asia, Eastern Europe, Central Asia and Latin America. Mr. Khan’s transaction experience includes municipal bonds, asset securitization, project finance, privatization, mergers and acquisitions, buy-outs and private equity investments.

RICHARD BRIANTInternational DirectorSAÏD BUSINESS SCHOOLUNIVERSITY OF OXFORD

As International Director, Richard Briant is responsible for a wide range of international initiatives and programmes, including in India and Abu Dhabi. He directs programmes for Indian Parliamentarians and for mid-career Indian scientists and innovators.

Richard’s previous appointment was as Chief Operating Officer of the Saïd Business School Before that he helped the University of Oxford set up its Science Park at Begbroke, which is a pioneering development, and home to a number of research groups in the engineering, materials and life sciences as well as innovative science-based business start-ups and university spin-outs. His early professional experience was as a UK civil servant

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and diplomat. Richard has also worked in the water industry as a consultant and specialist journalist, and for 16 years was a non-executive director of England’s largest provider of supported housing. He is currently a non-executive Director of Oxford Archaeology, Europe’s largest independent archaeology and heritage practice.

KATHRYN BISHOPAssociate FellowSAÏD BUSINESS SCHOOLUNIVERSITY OF OXFORD& UK CIVIL SERVICE COMMISIONER

Kathryn Bishop is an Associate Fellow of Saïd Business School, where she directs and teaches on leadership programmes for professional service firms and other multi-national corporations. She has over 30 years’ experience working with organisations undergoing major change, in both the public and the private sector.

Kathryn is currently a non-executive director at the UK Border Agency, part of the Home Office and has just been appointed as a Civil Service Commissioner. She has held a number of other non-executive roles, including at The UK Intellectual Property Office and at the Welsh Assembly Government. She has also developed and delivered sessions on non-executive directors, organisational change and innovation for the National School of Government, and for other Senior Civil Service fora.

Before Oxford, Kathryn led and managed multi-million pound transformation programmes in various businesses and a number of merger projects in the financial services industry. From Accenture, where she specialised in financial services and change management, she joined BAT Industries and became HR Development Director at Allied Dunbar and went on to manage various large change projects for the Eagle Star Group. As a Director of Eagle Star’s commercial insurance business, she was responsible for a major transformation programme and for the merger of that business with Zurich Financial Service.

KU KOK PENG Director, Palm Oil & Rubber NKEA and ETP InvestmentPEMANDU

Ku Kok Peng joined PEMANDU in August 2010 as Associate Director for Communications and Investor Relations. Since August 2011, Ku is Director for ETP Investment, working with various investment agencies and regional corridors to coordinate, promote, track and report investment. He is also a permanent member representing PEMANDU on the Investment Committee co-chair by the Minister of International Trade and Industry and CEO of PEMANDU. In July 2012, he added Palm Oil & Rubber NKEA to his portfolio, heading the transformation of Malaysia’s third largest economic sector. Previously, Ku served Fleishman-Hillard, one of the world’s leading communications consultancies, for almost seven years and last held the position of Managing Director, Market Development, Southeast Asia. He managed the operations of offices in Kuala Lumpur, Manila and Jakarta, the latter which he was instrumental in starting, and also had the mandate to expand the firm’s regional footprint outside of Singapore. Ku was the Asian recipient of the John D Graham Award for Excellence in 2007.

Earlier in his 16-year career, Ku had also served MDK Consultants, Shandwick International (now Weber Shandwick) and Bozell PR in a communications role and as a senior management executive of a Malaysian conglomerate. As a communications practitioner, he has counseled clients from a wide range of industries, from information technology, telecommunications, media and financial to automotive, petroleum, pharmaceutical and fast-moving consumer goods. Professionally, Ku trained at Fleishman-Hillard’s Leadership Institute for Managers held in Kuala Lumpur, Malaysia in August 2006, Omnicom University’s Advanced Management Programme held at the China Europe International Business School (CEIBS) in Shanghai, China in September 2007 and Senior Management Programme held at Babson College in Boston, USA in June 2009 and 2010.

Ku graduated with a Bachelor of Law degree from the University of London and holds the Certificate of Legal Practice. Presently, he is also a Fellow and Advisor to the Public Relations Consultants’ Association of Malaysia (PRCA Malaysia).

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DATIN PADUKA SITI SA’ADIAH SHEIKH BAKIRAdvisor / Former Managing DirectorKPJ HEALTHCARE BERHAD

Datin Paduka Siti Sa’diah Sheikh Bakir is the Managing Director of KPJ Healthcare Berhad (KPJ), Malaysia’s largest private healthcare services provider, since 1993. She graduated with a Bachelor of Economies degree from University Malaya and holds an MBA from Henley Management College, University Reading, London, United Kingdom.

Under her leadership, KPJ today has 22 hospitals in Malaysia and 2 in Indonesia, and it is also currently managing a retirement and aged care resort in Brisbane, Australia. More than 900 medical specialists and more than 9,000 staff serve in KPJ Group’s hospitals, handling more than 2 million patients annually.

KPJ has maintained a strong track record as a billion ringgit company, with its revenue reaching up to RM1.9 billion in 2011. It is also one of Bursa Malaysia’s Top 100 Companies since 2009, with a present-day market capitalisation of up to RM3.8 billion.

A key advocate for high care standards and patient safety, Datin Paduka since 1997 has been the President of the Malaysian Society for Quality in Health (MSQH), a healthcare accreditation body which is a member of the International Society for Quality in Health Care (ISQua).

Datin Paduka Siti Sa’diah has played a key role in transforming the private healthcare system in Malaysia to become more competitive and dynamic. She receives much recognition for her contributions, including the “CEO of the Year 2009”, awarded by the New Straits Times Press and American Express in 2010 ~ and remains as the only women to win this Award to date in Malaysia since its inaugural presentation in 1994.

DR. MOHAMED BAKAChairmanEMIRATES CENTRE FOR INNOVATION AND ENTREPRENEURSHIP

Dr. Mohamed Baka is a Senior Business and Education Executive with experience in both the private and public sectors.

He is currently a Senior Advisor at the Abu-Dhabi Water & Electricity Authority and the Chairman of the Emirates Center for Innovation and Entrepreneurship. He has extensive experience in Change Management programs and played a key role in supporting the Privatization and Unbundling of the Power Utility sector in Abu Dhabi.

Mohamed has over 20 years’ experience in the Strategic Management of Technology and led between (1992- 1998) several ICT Programs as part of the European Strategic Program in Information Technology (ESPRIT).

Mohamed’s academic experience includes a seven years appointment at Imperial College (London) and he is a visiting Scholar at Waterloo University in Canada. He served on the Advisory Committee of the Abu Dhabi Education Council (ADEC) and played a key role in the Formulation of the Abu-Dhabi Higher Education Strategy.

He recently contributed to the Concept Principles for the establishment of the Abu-Dhabi School of Government. Mohamed was the Founding Dean of the “Master Program in Innovation & Entrepreneurship” at CERT in partnership with MIT Sloan School of Management. His efforts in supporting Government Digital Footprints and Human Capital Development have been recognized internationally and he was the recipient of the prestigious IDC Award.

Mohamed completed his PhD at Bristol University in the UK, and received Business Education at Harvard Business School.

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FIROZ ABDUL HAMIDAffilate/ConsultantSAÏD BUSINESS SCHOOLUNIVERSITY OF OXFORD

Firoz has two degrees from Imperial College of Science, Technology and Medicine in London. With over 20 years experience she has been very involved in various sectors and industries in international public and private sectors and global academic institutions.

She started her career by managing multimillion dollar complex large-scale international construction, engineering and developmental projects. She worked in the financial industry in strategy, brand and communication development before leaving to serve the Office of the Chief Secretary of Malaysia (Head of Public Service) where she was involved in strategy, communications management, innovation and public service delivery. She has led and created branding and marketing strategies for new image of countries, companies, institutions, initiatives, products and markets. Her experience has also spanned leading and facilitating organisational change in public and private sectors, developing and implementing communications and reputational strategies for organisations and governments. She has been involved in branding policies, seeing it from development to implementation.

She conducts media and reputational risk management trainings for leaders. She oversaw numerous public relations, crisis management and other visibility programmes in public and private sectors. She has written for several public sector, national and business leaders. She is now advising on various public and private sector areas. She is also actively involved in development of online interactive media and television. Firoz has been involved in contributing and publishing 4 books in public sector.

Firoz is also affiliated with Said Business School, University of Oxford and is actively involved in moderating panels at International Events globally which involve public sector, investment, women, politics, business and social structures. She continues to write speeches for global leaders.

KAM RASLANAuthor, Columnist and DJBFM RADIO

Kam Raslan is a writer and once upon a time he was a film director. He writes the weekly Talking Edge column in The Edge newspaper, hosts “A Bit of Culture” and “Hear and Now in Malaysia” on BFM89.9 and his first novel was “Confessions of an Old Boy.”

He is presently writing a non-fiction book on Malaysian histories as well as a new Dato’ Hamid memoirs.

SANJEEV NANAVATI Chief Executive Officer CITIBANK BERHAD

Sanjeev Nanavati was appointed the Bank’s Chief Executive Officer on 5 October 2007. He is responsible for Citi’s retail banking, credit cards, corporate banking, investment banking, global transaction services, equities, fixed income and treasury activities in Malaysia. Prior to this appointment, he was Citi Malaysia’s Country Head for its Institutional Clients Group since 2005.

Before moving to Malaysia, he was Managing Director and Global Head of Citigroup Depository Receipt Services based in New York and Hong Kong, responsible for all aspects of the ADR/GDR product offering globally. Mr. Nanavati joined the Citigroup Depository Receipt Services Management team in July 2001 and strategically repositioned the business, creating a differentiated value proposition for clients. Prior to joining Citigroup, he was the Head of Corporate and Investment Banking for 6 years at one of the largest international banks in India and prior to that worked for 12 years with a major U.S. bank in M&A and Capital Markets, working in the United States and Hong Kong.

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Mr. Nanavati’s product experience extends across debt and equity capital markets; M&A and advisory; lending, cash management and trade; and more recently securities services.

Mr. Nanavati holds an MBA Degree from Syracuse University in the United States. At present, he is the President for the American Malaysian Chamber of Commerce and also a Council member of the Association of Banks in Malaysia.

TAN SRI YONG POH KON Managing Director, ROYAL SELANGOR INTERNATIONAL SDN BHD& Co-Chair, PEMUDAH (Govt’s Public Private Task Force)

Tan Sri Yong Poh Kon is Managing Director of Royal Selangor International Sdn Bhd, manufacturer and exporter of pewter products, Comyns sterling silver and Selberan gold and diamond jewellery. He graduated from the University of Adelaide with First Class Honours in Mechanical Engineering in 1968.

For over three decades, Tan Sri Yong has been associated closely with the Federation of Malaysian Manufacturers (FMM), and is currently its President. Tan Sri Yong has served as a Board member of Bank Negara Malaysia, a Member of the National Economic Consultative Council and as a founding Commissioner of the Malaysian Communications and Multimedia Commission.

In 2007, he was appointed by the Prime Minister to be the Co-Chair together with the Chief Secretary of Malaysia, of PEMUDAH the Task Force to Facilitate Business. This Task Force comprises 9 private sector members and 21 of the top civil servants of the country.

In February 2009 he was appointed as a member of the Advisory Board of the Malaysian Anti Corruption Commission. Tan Sri Yong is a Fellow of the Academy of Sciences and the Malaysian Institute of Management.

He was also the founder of Malaysian Mensa and Young Presidents Organisation Malaysia Chapter.

DATUK REBECCA FATIMA STA. MARIASecretary-GeneralMINISTRY OF INTERNATIONAL TRADE AND INDUSTRY (MITI)

Datuk Rebecca Fatima Sta. Maria, Ph.D., is the Secretary-General of the Ministry of International Trade and Industry (MITI).

Prior to this appointment she was the Deputy Secretary-General (Trade) of MITI. In that capacity she provided the oversight for the formulation and implementation of Malaysia’s international trade policies and positions. This involved Malaysia’s participation in bilateral, regional (ASEAN, APEC, OIC) and multilateral fora (World Trade Organisation), as well as bilateral and regional trade negotiations.

Prior to her appointment to MITI she served as the Senior Project Coordinator at the Leadership Centre, National Institute of Public Administration (INTAN). She began her career in the Administrative and Diplomatic Service in 1981 and served in various capacities in the then Ministry of Trade and Industry. In 1988 she was seconded to the ASEAN Plant Quarantine and Training Centre as its Chief Administration and Procurement Officer. In 2006 she chaired the ASEAN Senior Economic Officials Meeting (SEOM). In this capacity, she was instrumental in ensuring the completion of the ASEAN Economic Community (AEC) Blueprint as well as the drawing up of the AEC Scorecard to track the implementation of the AEC Blueprint. She was also the ASEAN Co-Chair of the ASEAN-India Free Trade in Goods Agreement. She is now Malaysia’s representative to the High Level Task Force for Economic Integration in ASEAN.

In the academic field, in April 2000 she was awarded the Malcolm Knowles Award for the best PhD dissertation in 2000 in the field of Human Resource Development by the American Academy of Human Resource Development. She is a member of the Malaysia Competition Commission; a member of the Board of Trustees of MyKasih (an NGO that aims to assist in alleviating poverty); and a member of the Board of Directors of the Emmaus Counselling Centre.

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