CREDENTIALS

Contents

COMPANY OVERVIEW ... ... ... ... ... ... Page 3

CASE STUDIES HME Events ... ... ... ... ... ... Page 15

HME Media ... ... ... ... ... ... Page 31 HME Sports Marketing ... ... ... ... ... Page 41

HME Models ... ... ... ... ... ... Page 50

CLIENTS Credentials ... ... ... ... ... ... Page 58

References ... ... ... ... ... ... Page 61

PEOPLE Key people ... ... ... ... ... ... Page 72

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Company Overview

• Hariz Middle East is an integrated marketing solutions agency, offering ‘through the line’ services and specialising in all variants of Engagement Marketing;

• As Engagement Marketing specialists, HME delivers bespoke solutions for client briefs spanning 121 consumer engagement and ground marketing activations, events, exhibitions – anything that touches or engages the consumer – for education, awareness of immediate ACTION

• HME Marketing delivery teams are split into specialised business units; Media, Events, Sports Marketing, Digital, Talent and PR

• HME is privately owned by an Australian, Lebanese board and employs 42 full time staff, 12 part time staff and 5 high profile consultants

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Why HME?

• We have 9 years of tried and tested experience in securing Government and Municipality approvals and permits – we know the process and we know HOW to navigate the system efficiently and effectively

• We have a long history of working with Government bodies across the GCC and so have a deep understanding of protocol and professionalism

• We consider a brief and discuss it with our local and global partners – from Australasia to the UK, to finesse the best possible team to help us deliver a solution that will exceed expectations

• We provide a unique service in offering specialised skills in multiple complimentary marketing disciplines; traditional marketing, e-marketing, communications, engagement, staffing, exhibitions and events – all under one roof

• We’re privately owned; so can guarantee you a team who’s both hands on with implementing, whilst providing you strategic counsel at the highest levels

• We’re happy, willing and importantly, able to work for you 24/7

• We’re a multiple marketing award winner!

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Abu Dhabi Awards 2011 • Under the patronage of His Highness Sheikh

Mohamed Bin Zayed Al Nahyan, Crown Prince of Abu Dhabi and Deputy Supreme Commander of the UAE Armed Forces, the Abu Dhabi Awards honour citizens and residents of the Emirate of Abu Dhabi who have made a contribution to building a greater sense of community within the Emirate.

• In its 6th year of executing this campaign, HME Media contributed to the 2011 campaign’s success: A record number of unique nominations (79% of total nominations); a record number of online nominations (5% of total nominations), and a record number of participating nationalities (62 countries).

• HME Media designed and executed a campaign consisting of 90 small nomination kiosks, 10 digital stands complete with a touch screen audio nomination booth, 20 data entry iPads, 5 awardee recognition walls, 15 over-sized Abu Dhabi Awards Statues and one customised bus unit.

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Summit on the Global Agenda 2011 • Recognized as the world's biggest gathering of great minds, the World Economic Forum's 4th Summit on The Global Agenda, held on Yas Island, included more than 800 global experts from the worlds of academia, business, civil society and government to address some of the most pressing global issues. The outcome of the Summit sets the agenda for WEF 2012

• HME Events designed and executed a first of its kind Gala Dinner at Ferrari World for 1,100 guests including conceptualization, creative design, technical and event production

• Live action entertainment A list performances from Europe

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Summit on the Global Agenda 2011

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MBRF and UNOPS Arab Knowledge Report 2010-2011 Launch

• Hosted by Mohammed bin Rashid Foundation and United Nations Office for Projects, the two day book launch was held at Ritz Carlton, DIFC

• The event was attended by 200 delegates including, 50 VIPs; international UN delegates, ministers and ambassadors from neighboring Arab countries and HRH Sheikh Mohammed bin Rashid Al Maktoum

• HME Events were honored to organize and event manage this very prestigious event; scope included all collateral, staff, videographers, photographers and interpreters

UAE 40th National Day

• HME Events were appointed by The Committee for the 40th UAE National Day celebrations to execute ground marketing activities in and around Abu Dhabi, Al Ain and the Western Region.

• Throughout the 40 day countdown HME delivered a collection of strategically placed interactive outlet stands, kiosks and outdoor 'pitstops'.

• The ground marketing activities were designed to help celebrate and showcase the richness and diversity of Emiratis, their traditions and the lives they enjoy and to encourage Emiratis to understand and preserve their heritage for all cultures to embrace and enjoy.

• HME Events managed the supply, logistics of merchandise from custom designed and built stands and kiosks. Outlets included interactive activities for children including balloon and flag giveaways and face-painting.

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• Etisalat Super Cup

• Delivered a world class ‘grand final’

experience for fans

• Olympic standard Audio-Visual

ceremony

• English and Arabic Human Billboards

and Mobile fleet used for engagement

marketing

• Ticket Sales: sold out

UAE Football League

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Emirates NBD Flash mob

• Emirates NBD wanted to help the community celebrate the 40th UAE National Day

• HME added a national day feel to the global phenomenon of a Flash mob by combining the modern concept with the most popular traditional dance in UAE culture the “Youlla”

• The “Youlla” is performed by a group of men using their Khezarans (sticks), swords or sometimes Tefags (rifles) with rhythmic stepping to the beats of traditional musical instruments

• 25 professional male performers wearing the National Dress presented the traditional Emirati Dance in Dubai Mall’s in front of hundreds of spectators

• The entertainment and talent team cast, choreographed and rehearsed the performance to a preselected National Day hit song

• Emirates NBD branded flags were handed out to the backdrop of the giant UAE flag being submersed by divers into the tank

• This activation delivered excellent PR and social media content

• Event: ATIC (Advanced Technology Investment Company) Open Day for semi-conductor students

• Objective: showcase ATIC principles and vision to the future leaders in technological advancement

• Set and executed the event theme

• Designed and produced all branded collateral to dress the venue

• Managed and facilitated registration, data collection and staffing of the event

• Additional elements of the event included: audio-visual, stage management and catering

ATIC Al Nokhba

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• Hosted the VIP launch of the ‘Eneloop’

battery brand at Gitex 2009

• Organised the global A list Gala dinner and conference for 400 plus invitees at Emirates Towers ‘Godolphin Ballroom’

• Entertainment was tailored to embraced the Sanyo culture, including international illusionist act by Daniela Maxova

• Branded bus to transport guests from the hotel to the venue

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• Dubai Airports Company Offsite for 5,000 guests over two days at the Airport Expo, Dubai

• Event Production involved A-Z event concept creation and turn-key event management

• All aspects of the event were coordinated by on-ground staff, including a feedback/satisfaction survey

Dubai Airports

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s This revolutionary and dynamic approach to tactical promotions allows you to exhibit high-definition visual effects in order to command attention for your product or service. Human Billboards offer unparalleled flexibility to advertise day or night at various indoor and outdoor high traffic locations.

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Fl

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These vehicles offer more than just mobile branding. The fleet takes your brand direct to the consumer at work and play. They also offer one to one engagement, data collection and sampling guaranteeing your consumer takes away an experience with talkability.

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Benefits

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• Multifaceted on-ground campaign focused on engagement marketing

• Human Billboards and a Mobile Fleet of 6 liveried cars with a

multinational crew interacted one-to-one with target audience

• Static in-mall stands enabled the brand to interact one-on-one with the ‘entertainment seekers’

• 12,000 pit stop visitors over 22 days = 12,000 brand ambassadors

F1

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“Best Marketing Campaign for an Event”: Formula 1 Etihad Abu Dhabi Grand Prix

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Yas Marina Circuit, Abu Dhabi

• one-to-one with entertainment seekers; driving awareness, education and selling tickets on the spot = proven ROI

• Youth Marketing; deep relationships with High Schools and Universities delivered the ultimate Target Audience - the early and loyal adopters

• In mall and cinema activation reinforced awareness

• Social Media embraced local fan sites and online forums

Drag Racing

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Yas Marina Circuit, Abu Dhabi • Announcing the sport’s debut to the region

• Engagement with students at universities across the UAE

• In mall stand and on ground ticketing team

outsold all other sales platforms

• Sporting events with a shared target audience were activated

Formula Drift

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GT1 Racing • Dancers and promoters brought the “Battle of the

Brands” platform to life

• Youth Marketing at High Schools and Universities

• Social Media embraced local fan sites and online forums

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Manchester City V. UAE

• Executive Affairs Authority, Abu Dhabi

• Drove ticket sales and awareness –

event was sold out

• Stands were built to enhance brand education

• English and Arabic promotional crew: one-to-one audience engagement

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• Responsible for all home game ticket sales and pre-game promotion

• Half time entertainment and events

• Promotional teams and Human Billboards engaged one-to-one with local English and Arabic communities

• Brand education drive into schools and universities

Al Jazira Football Club

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• On the ground activation and engagement

Al Gharbia Water Sports Festival

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Tale

nt

HME Models is a full service agency offering clients all modeling and production requirements including styling, photography, choreography, hair and make up. HME Models also supplies the highest caliber of models, talent, hostesses and corporate representation to a wide range of high profile clients, as well as managing numerous events across the MENA region, and we are therefore recognised as an industry leader.

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Jimmy Choo

• Fashion Show event to introduce the collaboration of Caroline Castigliano wedding dresses and Jimmy Choo’s collection of bridal footwear

• Shoes were displayed on a unique

customized glass statuette stand made from real ice

• Both designers publicly expressed their

gratitude to HME and great press coverage was generated

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Global Financial Markets Forum

• Global Financial Markets forum, hosted by National Bank of Abdu Dhabi (NBAD), attended by 700+ delegates from across the Middle East

• 2 day event hosted at Yas Hotel, Abu Dhabi

• Recruiting, training and deploying ground staff to facilitate the movement of the guests, activities co-ordination and guest registration

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World Orchestra For Peace • Presented by the Abu Dhabi Music

and Arts Foundation (ADMAF) on behalf of the Unesco Artists for Peace at Emirates Palace, Abu Dhabi

• 33 novice children choreographed and rehearsed a musical performance introducing an orchestra of 76 muscians from 30 countries

• Russian maestro Valery Gergiev

principal conductor of the London Symphony Orchestra

• His Highness Sheikh Nahyan attended the sold out event

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Queen Rania Fashion Show • Leveraged a high-profile event to

raise money for the Madrasati Charity

• Well known designers Givenchy,

Kenzo and Rami Al Ali all sold their clothes at the event with all proceeds being donated to the cause

• Excellent brand exposure for each

designer

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Paspaley Pearl Launch

• Event conceptualization and execution for the Media Launch of the new Paspaley Store in Atlantis Hotel

• Reveal of the Priceless Paspaley Pearl of Pearls

• Models wearing the Paspaley pieces on podiums throughout the venue

• One of the most exclusive venues in Dubai, the Atlantis Hotel Bridge Suite

• An intimate setting with 50 Media

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DXB Beach Festival • One of the biggest events Dubai has

seen with international super stars LMFAO headlining at Nassimi Beach, Palm Jumeirah

• 10,000+ attendees

• Pre event ticket sales promotion in Virgin Megastore

• Event day Guest Service staff

• VIP and VVIP area hostesses to welcome and seat important attendees

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Our Client Credentials We’re only as credible as our clients. Satisfied and repeat clients are our best testimonials, team work includes:

• ADMM, 2 years • ADSC, 1 year • ADSIC, 4 years • ATIC, recent win • Barclays, 5 years • BMW, 2 years • David Jones (Australasia’s Harvey Nichols), 5 years • Esporta, 3 years • Executive Affairs Authority, 6 years • General Motors, 3 years • Hewlett Packard, 4 years • HSBC, 14 years • IBM, 20 years • IRENA , 2 years • Lotus, 4 years • Louis Vuitton, global, 8 years • Mubadala, 1 year • New Zealand Tourism, 10 years • P&G, 3 years • Tag Huer, 1 year • Zurich Financial Services, 7 years

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Clients

Government

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Clients Private

Clients

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Client Testimonials

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Travel Trade & PR Programme – since 2009

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Travel Trade & PR Programme - 15 years

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Travel Trade & PR Programme – since 2010

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Event Management & Entertainment for 1100 global VIPs

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Event Management, Staffing and ‘traffic’ flow management

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HME Media deployed proprietary mobile media platforms to engage & influence the TA

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Ground Marketing; consumer

engagement, education &

CALL TO ACTION – our 6th year of

execution

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Travel Trade and PR

Programme – since 2009

Using HME Media’s mobile platforms to DRIVE TRAFFIC to an event

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Using HME Media’s mobile media and

promotional units to raise awareness

• Anis!!!!

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Deployed HME ground and

engagement Marketing teams to

launch Abu Dhabi F1

We recruit like minded people who are:

• Experienced

• Diverse - 13 different nationality clusters

• Smart, vibrant, flexible

• Informed, strategic, innovative

• Savvy, creative, dynamic

• Inventive, collaborative, reliable

• Passionate, proactive, engaged

• Inspired, experienced, committed

Please meet some of our key players:

Our People Credentials

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Michael Hariz

Current Position

As CEO, Michael is the driving force behind the growth

of HME. His role is to provide direction and counsel to

his management team and Board of Directors on

strategic issues and to build vibrant relationships with

government, industry, and commercial partners.

Prior History

Michael enjoys extensive leadership experience in

strategy, logistics, contract negotiation, and materials

management across the Middle East, Asia and Australasia. Michael’s ability to deliver results for

customers while managing complex operational issues is

reflected in his experience in regional contract

negotiations, activating new customers and leveraging

technology. Michael’s Middle East experience spans the

UAE, Kuwait, Lebanon and Saudi Arabia.

Michael’s most memorable achievements was delivering

a world class experience for the UFL Etisalat Super Cup

Final – attended by His Highness Sheikh Mansour Bin

Zayed Al Nahyan – including 30,000 spectators - from

concept to execution – including a choreographed

lighting spectacular finale which showcased famous

technicians from across Europe. One of Michael’s

challenges was flying in 500 Japanese dignitaries to join

a 2,000 guest gala dinner for Sanyo in Dubai.

Background:

• Leadership

Customer Service

Business

Development

Michael Hariz

CEO

Hariz M.E.

During his career, Michael has run Hariz Electronics,

worked in Research & Development and successfully

delivered large complex contract negotiations involving

extensive travel around the world for organizations such

as: Thales Group, Tremine Electronics, Aristocrat, Email

Meters, Sydney Electrical Group and Cluso. Michael has

also managed teams of more than 120 employees and

overseen operations designed to revitalize business

performance.

Other Information

Michael studied Electrical Engineering and has an

Advanced Diploma in Procurement and Materials

Management.

Languages

Michael is fluent in English and Arabic.

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Abdulla Salman Al Neaimi Current Position

Abdulla brings over 16 years of marketing

Communications experience, gained from many senior

advisory roles based in the UAE.

As an advisory board member of Hariz M.E.,

Abdulla’s role is to provide direction and coaching to the

team at both Advisory Board and Operational level on

strategic and relationship issues. In particular, in building a

sound network of relationships with government,

industry, and commercial partners. Critically, he advises n

cultural and language protocol.

Prior History

Abdulla enjoys extensive leadership experience in

Business Development, Marketing & Corporate

Communications across Asia-Pacific, South Asia, Middle

East and Africa. Abdulla’s ability to tackle complex client

and partner related issues is reflected in his experience in

building brands, activating markets and establishing high

performance teams, both as a senior executive and an

external advisor.

www.linkedin.com/pub/abdulla-salman-alneaimi/

13/985/13a

Background:

Marketing

Corporate

Communications

Business

Development

Abdulla Salman Al Neaimi

Advisory Member

Hariz M.E.

During his career, Abdulla has managed teams in

diverse industries and organisational streams including

eBusiness/eCommerce, Education, Communications, Oil

& Gas, Retail, Property Management and Tourism.

Abdulla was a founding team member of Tejari FZLLC

the Middle East's leading electronic marketplace

providing business-to-business matchmaking and

procurement services to over 200,000 businesses in the

region across 15 locations worldwide. Tejari the world’s

8th largest global electronic sourcing company with a

leading position in the Middle East with strong year-over-

Year revenue generation while expanding offices

worldwide in Europe, Africa, Middle East, South Asia, and

China, along with H.E Sheikha Lubna Bint Khalid Al Qasimi,

UAE Minister of Foreign Trade and founder of Tejari,

Abdulla has been involved with leading discussions with C

- Level executives as well as ministers of different

Countries including the Mayor of Quindao China and also

played an important role in signing a strategic deal

between the city of Quindao and Dubai. Abdulla played a

leading role in driving the businesses growth and

international expansion via franchising Model.

Other Information

Abdulla graduated from Wharton Business School -

University of Pennsylvania with a special certificate of

Dubai Leaders Executive Education Program.

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Ken Boundy

Ken Boundy is a pioneering entrepreneur with over thirty years

of experience across the globe, having held senior leadership

positions across a diverse range of industry sectors and company

life cycles. As Creative Consultant to HME Events, Mr Boundy

contributes his exhaustive creative, practical and strategic

guidance on conceptualising and executing successful and high

profile events. Much of Ken’s work has been recognised with

industry awards and accolades. HME Events is proud to receive

wisdom, perspective, guidance and support from such a

seasoned leader.

In his four years as managing Director of the

Australian Tourist Commission (which became Tourism

Australia), Mr. Boundy oversaw the annual Dreamtime

Conference for incentive buyers and the Australian Tourism

Exchange - the largest international trade show of its kind in the

Southern hemisphere, attracting in excess of 3000 buyers and

2000 sellers over 5 days where their meetings wrote direct

business worth over USD 30 billion annually.

Mr Boundy has been a keynote speaker at, and advisor to, both

the Meetings and Events Association and the Business Events

Council of Australia. MEA is a B2B community dedicated to

sharing best practice, fostering professionalism and excellence in

all aspects of meeting and event management.

Background:

Government

• Consultancy

Advisory

Ken Boundy

Non-Executive Board

Member

Hariz M.E.

BECA – originally MICE Industry Council - is the single

voice for the business events sector in Australia and liaises

directly with the federal government and related agencies

on matters common to all segments of the events industry.

Ken played a key role in fostering tourism and business

events development for Australia around the 2003 Rugby

World Cup in Sydney. In his role as Managing Director of

the Australian Tourist Commission (ATC), he led a team of

200 people around the world who grew Australian’s

market share of inbound tourism through their marketing

efforts. Mr Boundy was instrumental in the ‘rebranding’ of

Australia.

Currently

Mr Boundy continues to advise the Australian Government on

their tourism and events policies and divides his time between

Australia and Abu Dhabi, fulfilling his role as a Director of

Takhayal Travel and Creative Consultant to HME Events. In this

role, Ken advises Australian investors looking to explore business

opportunities in Abu Dhabi, focusing his expertise on developing

the tourism industry in Abu Dhabi.

He is the Chairman of a Governance Advisory body in Australia,

Regnan Pty Ltd; a Director of Horticulture Australia and Hudson

Resources and sits on the Australian Advisory Board of LEK

Consulting. He is a Governor of WWF Australia.

He holds a B.Agr.Sc and M.Agr.Ss from Melbourne University,

and a MBA from Deakin University and is a Fellow of the

Australian Institute of Company Directors.

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David Rymer

Current Position

David has 25 years of experience in Strategy, Marketing,

Innovation, and Communication. David joined Hariz M.E

in 2008 as Director of Strategy for the group. David’s

role is to provide strategy and counsel to clients and

group businesses, as well as oversight and risk mitigation

advice on major projects, David also provides day-to-day

support of the Client Relationship team.

Prior History

David enjoys extensive senior executive and industry

experience in strategy, marketing, and innovation across

the Middle East, Asia and Australasia. David’s ability to

tackle complex and strategic issues is reflected in his

deep insight in architecting brands, activating markets

and leveraging technology. A career highlight was

leading the strategic planning, IT and Consumer Insights

functions for a US$2.2 billion Division of The Coca-Cola

Company operating across 16 countries and servicing

240 million consumers.

Background:

Strategy

Innovation

• Marketing

Communication

David Rymer

Group General

Manager

Hariz M.E.

During his career, David has launched online brands

for E-Commerce businesses, developed Marketing &

Communication, Digital and Social Networking strategies.

David completed consulting engagements in the Tourism,

Media, Education, Defence and Professional Services

sectors, highlighted by a strategic 30 year transition

strategy for a major Australian Government Department.

Other Information

David holds a Masters degree in Business & Technology

from Australia’s leading university, the University of New

South Wales and a BA in Mass Communication from

Macquarie University. David is the recipient of an

International award for strategy, - Australian awards for

communication excellence and ICT deployment and two

internal awards from The Coca-Cola Company.

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Georgia Baxter

Current Position

Georgia has 22 years Marketing and Events

Management experience, 17 of these years in Europe,

based in London and 5 years in the UAE. At HME,

Georgia supports clients with marketing and creative

innovation and brand guardianship. Part of her

Marketing Communications role is to ensure that each

product, brand and event resonates with the desired

audience and delivers positive ROI.

Prior History

Georgia’s marketing experience has primarily been

community outreach and event execution. Her

marketing experience has an FMCG and sports

marketing bias whilst her event management credentials

revolve around fashion and entertainment.

As Head of Consumer Marketing at Yahoo! Europe - for

five years - Georgia was instrumental in driving Yahoo!s

reach through PR buzz and ambient marketing.

Georgia’s strengths lie in creative thinking, logistics,

trouble shooting and crisis management.

Background:

• Marketing

Communications

• Event

Management

Georgia Baxter

Director, Marketing

Communications

Hariz M.E.

During her career, Georgia has hosted many successful

events including London Fashion Week [2 s/s and 2 a/w

seasons] and most recently several Gala Dinner and Global

Aviation events and Company offsite presentations for the

Dubai Airport x 5000 staff. Georgia also activated

sponsorship exploitation and ground marketing for the

Olympics [VISA], FIFA World Cup [Yahoo!], F1 and Euro

Championships, [SEGA] and grassroots football [Coca

Cola, Snickers].

On the agency side, Georgia has worked extensively

across the P&G and Masterfoods portfolios, lifestyle and

Fashion brands – finessing both Public Relations and Event

Management.

Other Information

Georgia’s campaigns have been showcased at marketing

conferences world wide. She is the proud owner of two

awards; ‘Yahoo! Visionary of the Year’ 2003 and

‘Marketing Campaign of the Year’ 2004.

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Uyanda Manana

Current Position

Uyanda is Group Account Manager at HME Media –

she brings with her 10+ years of classic marketing

communication experience predominantly based in

London at the global top 5 agency, Publicis Group

Worldwide [owners of Saatchi & Saatchi, MSL and Leo

Burnett] heading up their PR Division. Most recently,

Uyanda resided over the FIFA World Cup on ground

activation in South Africa.

Prior History

Uyanda launched her career in South Africa where she

co founded and hosted a student radio talk show

“Campus corner”.

Uyanda was discovered by L’Oreal Paris and became a

Key member of the team responsible for launching the

First Black African face of L’Oreal Skincare.

Uyanda then moved to the UK where she worked for

Publicis London as Account Manager for L’Oreal

Skincare, Garnier Hair care and the Prostrate Cancer

Charity.

Background:

PR

Marketing

Advertising

Uyanda Manana

Group Account

Manager

HME Media

Uyanda was responsible for developing a bespoke UK

brand insight for Garnier’s brand and later, launching

Garnier’s new skincare range which led to the product

being the UK’s no 1 in sales.

At Publicis, London , Uyanda implemented and promoted

the company and its account management strategy, she

also developed the activation campaign for Hula Hoops,

one of the UK’s best loved snacks – which achieved

United Biscuits’ highest ever Awareness Index score.

During her career, Uyanda has worked across the sports,

beauty, telecommunications and FMCG sectors.

Other Information

Uyanda’s career has taken her from South Africa to

London and now UAE where she lives and works in Dubai.

Languages

Uyanda is fluent in English, Zulu and German.

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Dubai , UAE Tel: +971 4 453 4843 Fax: +971 4 453 4823

Abu Dhabi, UAE Tel: +971 2 441 0747 Fax: +971 2 441 0751 www.hmemedia.com www.hmeevents.com www.hmemodels.com www.hmewired.com www.hmesportsmarketing.com www.harizme.com

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