Around 30 invited guests attended the event at the Gordon Highlanders Museum in Aberdeen, which included a discussion forum with short presentations from the five business leaders as they pinpointed the key elements of how their companies’ brands affect their business. The evening also allowed guests the opportunity to sample some of world’s best whiskies, specially selected by the Scotch Malt Whisky Society.

Guest speakers included Bob Keiller, chief executive of PSN, Trevor Burgess, managing director of investment specialists Lime Rock Partners, Bob Borland, group HR manager with ITS, Mike Beveridge, managing director of Simmons & Company and Fifth Ring’s director of brand and strategy development Peter Lyall.

Mr Lyall explained why businesses ought to place as much emphasis on how the organisation is perceived as it does on refining its core products or services.

“By choosing some of Scotland’s finest malts as our theme, we have tried to illustrate that great brands are a combination of the tangible and intangible. In essence it is simple liquor, but it is sold on notions of promise, wonder, flavour and excitement. It is one of the nation’s most successful and profitable industries that is recognised and admired around the world.

“Scotch’s position of preeminence is not achieved through some kind of magical osmosis, or weird alchemy, it is down to sound planning based on research and investment in both time and money to create and manage reputation and image.”

Trevor Burgess, of Lime Rock Partners, spoke of how trust in an organisation was essential when introducing new technology to the market. Without the backing of a strong brand name and reputation, the chances of attracting investment, bringing a product to market, or filling order books was far harder.

“Bringing a product to market is like being the parent of a teenager. It’s emotional, costs more than you believed, but sometimes they can surprise you and perform better than you ever thought possible. Branding and market positioning can make a real difference as to whether your company will succeed. It is a myth that products sell themselves. Good products do not stand a chance if their value is not clearly explained or easy to prove.”

Mr Burgess spoke of overseeing the successful rebranding of Expro during his time as group director of marketing and technology, adding: “People want to be associated with cool products, so if you look good you feel good and I believe that strong branding played a major role in the successful floatation of Expro.”

Bob Keiller, of PSN, the specialist provider of engineering, operations and maintenance services to the owners of energy assets around the world, revealed that the PSN brand reflected the company’s core values.

Mr Keilller said: “When we created PSN from scratch we had to convince people it was a good idea. We needed to define what we were going to be, our reputation, how we were going to behave and what are the values of the company. It’s about the DNA. The real way to define those core values is to live by them. They have helped to shape and define the culture of the business.”

Bob Borland, of ITS Group, specialist provider of oilfield equipment and services to the global oil and gas industry, said: “A strong brand creates reasons to believe for employees and customers. Our proposition is in line with our commitment to hiring and developing local talent. We believe it gives us a better understanding of local dynamics.”

Mike Beveridge, managing director of Simmons & Company, investment bankers to the energy industry, said there were several examples of strong branding and investment in branding had a direct effect on companies’ valuation. He said building a powerful brand is important, but there is no substitute to financial performance.

“A strong brand creates opportunities for approaches and your negotiating position is strengthened. It is far better to have someone say ‘oh yes’ rather than ‘who?’ when they hear the name of your business”.

Mr Lyall said: “Our speakers have all appreciated the value of developing a strong brand identity and their prominence in their respective fields illustrates that a brand has to deliver on its promise, if it can do so, but also include elements of attraction and flare, then it is a powerful recipe for success.”

Guests can place offers for a range of luxury items and monitor their progress at the Charity area on the night of the Ball. All money raised from the auction and donations made will be given to FOCP, which aims to provide moral, financial and practical support to cancer sufferers and their families.

Founded under the patronage of H.H. Sheikha Jawaher Bint Mohammed AI Qasimi, President of the Family Supreme Council, wife of the Ruler of Sharjah & Federal Supreme Council Member H.H. Dr. Sheikh Sultan Bin Mohammed Al-Qasimi, FOCP became the official charity of the Oil Barons Ball last year. Her Excellency Sheikha Lubna Bint Khalid Al Qasimi, Minister of Foreign Trade, part of the organizing committee for the charity, will present a message to the audience on the night.

To date, the list of items for auction includes a signed Fernando Torres shirt mounted in a silver frame, some beautiful pearl bracelets, a stunning Pictanda pendant made from white oval Australian Pearls and set in 18kt white gold with a total of 0.27carat of diamonds, a round of golf at Emirates Golf Club, a set of golf clubs from Nike as used by Tiger Woods which includes Limited Edition TW Forged Blade Irons 3-PW - Extra Stiff Steel Shaft, Ignite Driver 7.5 deg 410cc Extra Stiff Graphite Shaft - Titanium Head Wide C.O.R., Nike Pro combo Golf Carry Bag and The Original Daphnes Tiger Head Cover, a golf lesson from PGA amateur and celebrity golf tutor Claude Harmon a juke box from Juke Box Gallery, a consultation and restyle from leading salon Hairworks and a pampering session from SensAsia Spa.

Corporate prizes also include a media training session from Eithne Treanor and a communications audit from Fifth Ring Communications worth AED 15,000.

The event, which is the largest sit down gala dinner for the energy industry throughout the Middle East, UK and Europe, will pay tribute to the Oil Baron 2009, the person nominated by his or her peers who has made a significant contribution to the industry over the past 12 months.

As well as the crowning of this year’s Oil Baron and the return of the previous six, a delicious dinner, the evening’s entertainment will pay homage to 50 years of Tamla Motown, with performances from the tribute band Four Tops and the Dream Girls, flown in specially for the event from London’s West End. They will be performing a variety of well-known Motown, sure to get the 2500 guests dancing in the aisles.

Eileen Michael, founder of the Oil Barons Ball and managing director of Reflex Publishing, said: “We have had some fantastic prizes donated for the auction and we have been overwhelmed by people’s generosity. Friends of Cancer Patients has a special place in all our hearts here at the Oil Barons Ball and we hope to raise as much money as possible to help support the incredible work its team do here in the region. There are some great items up for grabs and we hope everyone will dig deep for such a worthwhile cause.”

HE Sheikha Lubna Bint Khalid Al Qasimi from FOCP, said: “We are delighted to be the Oil Barons Ball’s official charity again for 2009. The generous guests at the event have already supported us immensely, allowing us to help many sufferers and their families over the past year. I have no doubt that the auction will be a success and the event an enjoyable evening for all.”

Those who would like to donate an item for the charity auction or make a financial contribution should contact the Oil Barons Ball on +971 4391 0830. Those who would like further information about the event or would like to purchase tickets should contact sales@reflexpublishingme.com.

The Disegno project was formed by a joint venture of three Dubai-based companies, RS Arabia, Duram and Kart Furniture, with the specific intention of showcasing a number of specially selected high-end interior design companies in the Middle East. Having officially launched at INDEX, the intention is that Disegno will promote different brands at different trade events in the future – and plans also include a two day workshop in Dubai in the new year which will bring four very high profile international designers into the region.

The Disegno stand at INDEX will be totally unique, featuring innovative new materials and design. Coordinated by RS Arabia, the stand will be designed by Kart Design, with fit-out and project management undertaken by Duram. Lighting will be provided by Huda Lighting, and the overall structural engineering by Sinergo. The companies exhibiting at INDEX 2009 under the Disegno brand are:

• Paola Lenti - specializing in unique rugs and seating. Globally renowned for textile innovation in design, the 2009 collection “Essential Nature” uses a series of materials including iron, stone and wood, which are combined with high tech materials that perform well in difficult environments
• Flou - representing “the culture of sleep”. Flou’s innovative designer beds have marked its position as a global market leader. Established by Rosario Messina in 1978, the company prides itself on the quality, design, elegance and performance of its pioneering products
• Kartell – set apart as a “hallmark of design”, Kartell has collaborations with many world famous designers, including Philippe Starck. Featuring a series of unique, stand out products, Kartell continues to experiment with new materials and technology, and has been able to introduce satin finishing, transparency effects, flexibility, weather resistance, softness and texture
• Serralunga - founded in Italy in 1825, Serralunga has come a long way since its days as a tannery. Known for beautiful oversized garden pots and furniture, Serralunga has transformed the simple flower vase into a sculpture, a lamp, a landmark, and a meeting point between the plant kingdom, furniture and technology. The company has worked with twenty or so international designers in recent years, including Zaha Hadid
• Zanotta – established in 1954, Zanotta is one of the recognized leaders in Italian industrial design. Guided by the insight and wonderful entrepreneurship abilities of the founder, Aurelio Zanotta, the company has won international recognition thanks to its products, emblematic for both their formal and technological innovations. Today’s collection includes inspirational armchairs, sofas, storage units, bookcases, chairs, tables, coffee tables and furnishing accessories, designed and created with the advanced use of a host of materials including metals, plastics, glass, marble, granite, wood, fabrics and leather.
• Vitra - manufacturing furniture designs by Charles & Ray Eames and George Nelson since 1957. Vitra has built on this foundation and has developed a wide range of furnishings for the office, for the home and for public spaces in collaboration with progressive designers.
• Haute Material – creating unique pieces, made out of precious old wood, worked with respect, wisdom and craftsmen methodology. The material is first selected and respecting the history it contains, ‘reinvented’ through an original contamination with contemporary materials (steel and glass). The end result is always an object of indisputable personality, which never goes unnoticed and which gives a unique and sophisticated touch to any interior where it’s placed. The successful mix of antique and modern, past and future, severity and a sense of disorder, makes each piece of the collections an item of passionate modernity.

In addition, Createlab, who specialise in research, development and design of decorative water-based paints and finishes for interior walls and glass surfaces, will be hosting a live art show on the Disegno stand. The company will be showcasing an art installation by artist Luca Pozzi that forms part of his new series of A.E.W.O.M (Aleph Experiment WithOut Mass). This series uses an innovative photoluminescent interiors paint, developed by Createlab, which in combination with specific lighting tools ie pen, spray can and light roller, allows temporary light painting and graffiti. Createlab will also be conducting temporary graffiti art demonstrations using this Createlab Photonica paint technology at the stand.

INDEX will be organizing a VIP Gala dinner at RS Arabia’s Design House, Palm Jumeirah, on the first evening of the show for the most influential and talented individuals in the interiors industry.

Now in its 19th year, INDEX, organized by dmg world media, has already established itself as a leading player in the global interior design show calendar. Set to take place from 14-17 November at the Dubai World Trade Centre, the focus for INDEX 2009 is on high quality brands with doing business at the core of the event. Disegno supports INDEX’s bigger plan to focus on design and will provide visitors with a unique collection of stunning products.

Lu Buchanan, INDEX Event Director said, “We are delighted that the launch of Disegno will be at INDEX. We are showcasing the best of the best to our visitors and Disegno offers a taste of some of the top International design brands, brought together in what will be a unique and visually stunning stand. It is yet another reason why anyone involved in the interiors industry cannot afford to miss INDEX this year.”

Antonio Cartanese, Managing Director of Duram, speaking on behalf of Disegno added, “RS Arabia, Duram and Kart Furniture have worked together to develop the fabulous concept called Disegno, which will bring together a collection of the best interiors brands around today. We have carefully chosen the exhibiting companies and each will offer something different. We already know that a number of other top brands want to be involved, and our intention is that we will develop the Disegno brand and roll it out in the future, bringing together different companies for every event.”

The Big 5, the leading international building and construction show, is set to take place from 23-26 November 2009 at Dubai World Trade Centre. Registration is already looking positive, with visitors from over 70 countries signed up to attend. The show will be 15 percent bigger than 2008 in terms of exhibition space, and has grown to include the new halls being constructed at the venue. The show is almost fully sold out, with 92 percent of the 43,000 m2 floor space booked. Exhibitors include Emirates Steel Industries, RAK Ceramics and Exeed Industries from the UAE, French Euroslot, Climatech and Dectron from Canada, Turkish based Tekmar marble, Tongby Control Technology from China, Germany’s Putzmeister Mörtelmaschinen and the Lapesa Grupo from Zaragoza, Spain.

Paula Al Chami, show Director for The Big 5, said, “The Big 5 exhibition is somewhat of a barometer for the construction industry and we are extremely positive that business is starting to stabilise. We seem to be bucking the trend of some other trade shows, which has been reflected in the increased floor space, and the right level of industry people signing up.”

Clearly, this has been a year of a slow down in growth in construction, but it seems that The Big 5 is coming at just the right time, as the industry is starting to look forwards again and will be able to put a considerable amount of speculation to rest.”

dmg research has shown that, despite the economic downturn, the Middle East construction industry will keep growing at an annual rate of 3.5 percent in the next five years, ranking third behind Asia and significantly ahead of Europe or Northern America. The region is a perfect gateway for the Indian sub-continent and Asia and is, therefore, in a strong position to provide access to the two regions with the highest expected construction growth in the next two years.

Contrary to the widespread belief that all construction has stopped, there are still significant projects in the pipeline, which have a total value across the Middle East region of US$3.1 trillion. The UAE leads the project market, accounting for 42 percent of the total project value, while the value of projects in Bahrain has more than doubled to almost US$68 billion and those in Qatar have increased by 71 percent in the last year.

Despite a tough year, research carried out by independent consultants BNC, shows that almost 70 percent of the total registered projects in the GCC are still currently under construction with a further 6 percent out to tender and 10 percent already in the concept and design stages. In the UAE, 7,231 projects – commercial, residential, hospitality, medical and educational – are currently still under construction and over 1,000 projects are in the pipeline for this year alone.

As the largest event of its kind in the Middle East, The Big 5 provides an unrivalled platform for architects, engineers, contractors and developers from the public and private sectors to network, source and specify the latest building and construction products and services. Featuring National Pavilions from all major exporting countries of the world, The Big 5 provides the most comprehensive product offering for the building and construction industry.

The Big 5 will also be bringing together an impressive line-up of added value elements including a Key Buyers Programme, Product Seminars, a Conference Programme and the acclaimed Gaia Awards.

Headquartered in Aberdeen with offices in Dubai, Houston and Inverness, the company has won public relations contracts for INDEX, The Big 5 and The Office Exhibition.

INDEX, the leading trade interior design show, The Big 5, the principle international building and construction show and The Office Exhibition, the region’s premium showcase for high-end office products and services, are run by event organisers dmg world media.

Fifth Ring will work closely with dmg world media to develop highly creative and visible campaigns leading up to, and during, the events to provide exhibitor support, drive footfall and showcase the full spectrum of what each exhibition has to offer throughout the United Arab Emirates (UAE), Gulf Cooperation Council (GCC) communities and internationally.

Fifth Ring, which has been operating in the Middle East since 2004, specialises within the energy, property and construction, education, leisure and professional services sectors, and have been working with dmg on two of its international energy exhibitions: ADIPEC and Gastech, since 2008.

Ian Ord, business development director at Fifth Ring, said: “Fifth Ring and dmg world media have established a strong working relationship over the past two years working on international energy exhibitions, and we have constantly challenged and pushed the boundaries of what can be achieved on campaigns. It is through this work that dmg recommended us to other divisions of their company and we are delighted to have been successful in winning this work.

“The Big 5, INDEX and The Office Exhibition are well established and highly regarded trade shows within the region, and working with dmg’s internal marketing team, we have put together inspirational and memorable campaigns which will directly target exhibitors and trade visitors alike.”

Louise Bays, group marketing manager at dmg world media, said: “We are delighted to be working with Fifth Ring on INDEX, The Big 5 and The Office Exhibition. We were impressed with Fifth Ring’s creativity and passion for the events, which mirrored our own, and we are confident that we will have three very successful campaigns.

“Each of these events has a new focus – INDEX places doing business at its core, against a background of cutting edge design, whilst The Big 5 is taking steps to become the first carbon neutral exhibition in the region, and The Office Exhibition will have a strong technology focus. It is, therefore, appropriate that we also have a fresh approach to all our PR activities.”

Fifth Ring, which now employs 70 people across its Aberdeen, Inverness, Dubai and Houston offices, also offers services in advertising, design, and public relations, working with clients to develop and execute impactful strategic campaigns to maximise a company’s brand, regionally and internationally.

The guide lists dozens of the best venues to go for food, drinks and places of interest in Europe’s oil capital, which this year welcomes thousands of visitors to the oil and gas exhibition from September 8-11.

The Fifth Ring guide provides delegates with the opportunity to find out more about the Granite City, it features a variety of sections including: where to entertain clients, restaurants to visit, bars, places to visit and local delicacies including Aberdeen rowies, haggis and Cullen Skink.

Business development director, Ian Ord, said: “After the success of the Insider’s Guide to Houston we developed for OTC delegates, we thought it would be extremely helpful to have an online resource that can quickly direct people to places they may wish to go in and around Aberdeen during Offshore Europe.

“I have been visiting Offshore Europe and OTC for a number of years and people always ask where to go for good food and drinks away from the exhibition itself. We have created a specific website with an interactive map that gives visitors to Offshore Europe a comprehensive guide, based on the recommendations of Aberdonians.

“Offshore Europe is such an important event for the oil and gas industry and we have clients attending from the United States, Europe and Middle East, many of whom are attending for the first time. We are really excited to offer clients and delegates an insight to the best of Aberdeen.”

The guide has been written with support from Aberdeen’s Munro’s Travel Group, which is appointed by Offshore Europe to manage the accommodation requests for both the exhibitors and delegates attending Offshore Europe.

Munro’s senior partner Jack Burnett added: “This is a fantastic resource for delegates, giving those visiting Aberdeen something extra to consider when planning their time. The guide was well received in Houston for OTC as it not only informs new visitors of places to go, but it allows regular visitors options to try new venues and locations, whilst being confident of discovering something they will like. Offshore Europe is always a very busy time for all those involved and this gives attendees the opportunity to experience the best of Aberdeen.”

The website can be found at www.oeinsidersguide.com

William Binnie joins as service unit manager for digital media & marketing, whilst Denise Davies, who has joined from Fifth Ring’s Dubai office, has been appointed as senior relationship manager.

Bringing eight years of experience in the industry, William has provided technical solutions for a wide range of both local and international clients. With a distinction in MSc Information Technology and a first class BSc Architectural Technology, he will further develop and strengthen Fifth Ring’s digital media & marketing offering, which has grown significantly in the past year.

Commenting on his new appointment, William said: “It is an exciting time to be joining the company and I am looking forward to managing the team and working with a number of exciting clients. I am also looking forward to working for an international company and with Fifth Ring’s excellent client portfolio, I am excited to be playing a part in the company’s future.”

In her new role, Denise, who is the first Fifth Ring employee to make an inter-office move, will support both business development and brand and strategy development, where she will play an important role actively managing client accounts. Joining at a time where Fifth Ring has recently made a number of new contract wins, Denise hopes to build on the company’s success.

Denise said: “Having worked for Fifth Ring for three years in Dubai, I feel I have gained a lot of experience and knowledge and I look forward to the new challenges ahead. Fifth Ring’s dedication and ambition to push the boundaries of integrated corporate communication on an international basis is one of the main reasons I enjoy working here.”

Ian Ord, business development director at Fifth Ring, said: “I am delighted to welcome William to Fifth Ring and Denise to our Aberdeen office. William’s appointment is important for the business and I am confident that he will bring a wealth of expertise and impetus to this part of the service offering. I would like to welcome Denise back to her home city, this is the first inter-office move and it has worked very well.”

Fifth Ring, which now employs 70 people across its Aberdeen, Inverness, Dubai and Houston offices, also offers services in advertising, design, and public relations.

The firm, which also has offices in Aberdeen, Inverness and Dubai, further broadened its international reach 12 months ago when it created a Houston office in partnership with established award winning branding, advertising and marketing communications firm Pennebaker, launching Pennebaker-Fifth Ring on August, 2008

In the past 12 months, Pennebaker-Fifth Ring has secured contracts with significant businesses including oil and gas majors and international service companies. To date, the Houston office has generated almost $500,000 of revenue and has made an operating profit in its first year.

But it wasn’t all plain sailing for the communications specialists; one of the most destructive and most violent storms in recent history, Hurricane Ike, caused havoc in Houston and the fallout from the credit crunch saw the business opening in the teeth of the worst global recession in nearly a century.

Ian Ord, business development director of Fifth Ring in Aberdeen, said: “Opening in Houston was another milestone towards accomplishing our vision to build a truly international company within the major energy hubs of the world. We have been delighted with our new venture and it has achieved our objective of achieving increased market share. With a strong increase in commercial links between Houston and the Middle East and the UK, our clients are already benefiting from our international offering.”

“I’m particularly pleased we have succeeded despite being hit by Hurricane Ike last September, less than a month after we opened. Houston had seen nothing like it. The office had no power and no water and the city centre was a no-go area because of the amount of broken glass. We had to close for nearly three weeks and staff worked from home. For a new venture in its formative stages, it was a difficult time.

“No sooner had we dusted ourselves down than the entire world was hit by an economic recession in 2008 that has had severe repercussions dented the confidence of the entire business community. To have posted a profit by the end of the first quarter of 2009 was all the more gratifying because of that and is testament to the efforts of everyone in the Houston office,” added Ian Ord.

Fifth Ring’s director of public relations in Houston Brad Leone and account manager Ivana Beveridge operate closely with the Pennebaker team and offers expert public relations advice in addition to a range of marketing communications services, such as strategic marketing and research, corporate identity development, marketing collateral production, advertising, packaging, web design, multimedia and motion graphics.

Ward Pennebaker, principal of Pennebaker, said: “Our clients always appreciated what we could do for them from our Houston base, but they have been impressed and delighted with our ability to have a presence close to their operations in Europe and the Middle East. We have now developed and demonstrated a value-added, seamless services around the world.”

“With the growing cross pollination between Aberdeen, Dubai and Houston we found ourselves very much in a position where we could truly work with clients on their international strategy, but at the same time deliver powerful - and localised - marketing communication messages.”

This year, the Oil Barons Ball will celebrate ‘50 Years of Motown’; a true extravaganza with The Treetops tribute band who be flown in from London’s West End to entertain guests. Join in the excitement as we honour the Oil Baron 2009, an individual who has made a significant contribution to the industry throughout the year. Organised by Reflex Publishing’s Pipeline Magazine, the event will take place at Media City Amphitheatre on Friday 20 November, with over 2,500 guests expected to attend.

The evening’s activities will include a fund raiser called “Bless Your Hearts”; all money raised will go to Friends of Cancer Patients (FOCP), which strives to help alleviate some of the stress put upon sufferers of cancer and their families. Amongst the evening’s activities to help raise funds are a silent charity auction, champagne and diamonds, shoe shines, and plenty of other surprises to be revealed on the night!

Eileen Michael, managing director of Reflex Publishing, said, “Now in its seventh year, The Oil Barons Ball has established itself as a must-attend event in the oil and gas calendar, bringing together the crème de le crème from the industry. It provides a unique opportunity for informal networking, and allows a celebration of one of the most successful industries in the Middle East. We are very excited about moving to a new venue, at the Media City Amphitheatre, and this year’s Motown show is set to be the best yet.”

Tickets for The Oil Barons Ball are selling out fast, so make sure you get yours by logging on to www.theoilbaronsball.com or contact our telesales sarah@reflexpublishingme.com +971 4 3910830. Individual tickets cost 1,150 AED or guests can book a table of 10 for 10,000 AED.

Despite the global economic downturn, there are still new projects coming online in the region every day which require interior design. Independent research company Proleads estimates that nearly US$43 billion worth of interior projects have been confirmed within the UAE for 2009, in addition to some US$140 billion worth of new hotel projects which should be completed across the Gulf as a whole within the next two years, which in turn will generate significant interior design business opportunities.

Now in its 19th year, INDEX, organized by dmg world media, has already established itself as a leading player in the global interior design show calendar. A brand new team, headed up by event director, Lu Buchanan, has taken feedback to see what the industry requires and, as a result, INDEX 2009 will be a more cutting edge, business-driven event than ever before, in order to maximize the opportunities that are out there in the market.

In a trade-show first, INDEX will introduce a Business Match-Making programme. By invitation only, this programme will match top interior designers, specifiers and buyers with relevant exhibitors. The VIPs will receive a number of benefits, including fast-track entry, access to a VIP lounge and a pre-planned tour of the exhibitors they have been matched with. All this is designed to ensure an effective use of time during the INDEX show, thus facilitating business. INDEX will also have a Steering Committee, comprising representatives from the industry and the media, who will be shaping the show and developing new features in the lead-up to the event.



Lu Buchanan, INDEX event director, said, “Basically, if you think you know INDEX, you need to think again! This year’s show has been shaped as a result of industry feedback, and we are aiming to provide an arena where contracts are signed and real business takes place, set against a background of the latest cutting edge design.

“In addition, we recognise that time is precious for the top executives in the industry, and so have developed our unique VIP Business Match-Making programme to ensure that INDEX is of real value to them. I believe we are set for the most exciting show to date, and look forward to announcing further details shortly.”

BBN UK is developing the UK branding and design for RecycleBank, as well as devising the PR strategy and implementation for the launch.

Rob Morrice, Managing Director at BBN UK said “We’ve developed a branding strategy and PR campaign that will propel RecycleBank’s scheme around the country and make sure every local authority and household in the UK is queuing up to get involved.”

With offices in New York and London, RecycleBank was recently honoured as a 2009 World Economic Forum Technology Pioneer and has been named as a 2009 Champion of the Earth by the United Nations.

Based in Viernheim and Munich, BBN Germany received two Profi Awards at a ceremony in Dusseldorf. Campaigns for ebm-papst and Messe Bau won Gold awards whilst four additional entries received recognition including Mercedes-Benz Busses & Coaches, Heraeus Kulzer, Logwin and WEG. Judging criteria was based on strategy as well as its implementation, and results.

BBN Germany wins at the B2B brand communication award

Kurt Klein, Executive and co-owner of BBN Germany commented,

“In Germany the GWA Profi Award is the most important honour in BtoB communications. The standard of entries is very high, and the jury is well known for being scrupulous. So this makes our success even more important to us and our performance confirms that we are on track with aiming at the pole position for BtoB brand communication.”

BBN Executive Director Andrew Higgins commented on the success of BBN Germany, “External recognition of our members is a true validation of their ability to deliver first-class services to their clients. I would like to congratulate BBN Germany on their achievements and know that with our membership moving from strength to strength, BBN is set for a future of continued success at awards ceremonies.”

How important is marketing for oil and gas companies working in the industry today?
Extremely important. Because this is an international business, and wherever you are in the supply chain, whether a technology company, a local service business or a global contractor, the buyers are increasingly sophisticated and have greater awareness of your international competitors, whether you know them or not.

To show your competitive advantage, you have to be able to articulate your differences. What’s more, if you really do believe that you bring added value, then you have to be able to show how, and this starts with how you manage your brand and your messages. Who you know still matters; but perhaps more than ever, it’s who you don’t know, and who doesn’t know you that is of greatest importance.

And don’t just think about customers.

Other critical stakeholder groups include recruitment and suppler/alliance. If you can’t build relationships with new recruits or potential partners, because they are not aware of who you are and what you do, then your growth ambitions will be restricted. This is especially true of the oil and gas industry, with its highly mobile and truly international workforce.

How does the Middle East differ from other regions when it comes to marketing an oil and gas company?

The major differences from say, Europe or North America are not necessarily cultural as you might imagine, but rather more to do with the nature of the market. Europeans and Americans, whether they are buyers or sellers in the oil and gas supply chain, are used to international contracts and international sourcing. Yes, there are the major players at operator and contractor level, but even the smallest technology companies or specialist service businesses will be used to dealing overseas.

For the Middle East, as a generalisation, there is less history in this respect. However, two things are happening: firstly there is a growing awareness globally of the national oil companies, as opposed to the international oil companies as being the key target clients.

International businesses who have been courting them have indeed actually moved HQs as well as setting up local offices in the Middle East to be closer to the NOCs. This means that international competition is now right on the doorstep of the indigenous local players, who traditionally might have had pretty solid relationships with the NOCs. As a result, higher levels of sophistication are required when it comes to messaging and brand management.

The second key factor is that these Middle Eastern companies are now realising that their market opportunities now extend globally, and through a mix of strategies, including acquisition, they are now competing on the home turf of the Europeans and Americans. Of course, to do this successfully, all elements of the marketing mix must be handled with the right levels of sophistication. Strategic longer-term thinking has now come to marketing, where traditionally satisfying tactical needs was sufficient.

How is the market for the companies you represent at the moment?

Things have changed in the last few weeks. Nobody is saying that the recession is over, but with a combination of rising oil price, some opening of bankers’ wallets and a return to longer term thinking and planning, things are on the up.

Enquiries are increasing; decision-making times are reducing. There is still a need for the quick and the low cost, but things are improving.

Have you seen a drop in business due to the current slowdown?

We did see a drop in business, primarily amongst those clients who see marketing communication expenditure as discretionary. For those that see it as a vital investment in terms of brand and business value creation, then although budgets were reduced, spend and intent was still there.

When times are tight, it’s the move of market share that matters, and to make this happen, targeted marketing communication aligned with business development is essential.

Any success stories?

Many. One specific client recently went from being an unknown regional player to having a global presence in less than 18 months, to such an extent that it was sold for 5 times its original value in that time.

The company, which has offices in Aberdeen, Dubai and Houston, won two website categories at the 23rd Annual Houston American Marketing Association’s Crystal Awards. Fifth Ring collected the awards for business-to-consumer and business-to-business work for Metro Marketing and Sales’ The Sage website and Inventure’s website.

Winning the Crystal Awards was the culmination of a busy time for Fifth Ring in Houston, with OTC taking place when the company welcomed Aberdeen Lord Provost Peter Stephen to its offices. Fifth Ring also launched a successful Insider’s Guide providing OTC delegates with online resources of all that is best to see and do in whilst visiting Houston.

The competition received entries from companies across Texas and Jeff McKay, the firm’s creative director in Houston, was very pleased with the results: “It’s wonderful to see that others recognise everything that goes into our work. Seamless design is important, but the strategy that goes behind it is even more essential.”

Fifth Ring’s business development director, Ian Ord, said: “It is gratifying to see the team’s efforts recognised so soon after launching in Houston in August 2008. Houston was a key part of our vision to build a truly international company within the major energy hubs of the world. To have our expertise recognised by the American Marketing Association is a real feather in the cap and illustrates that our values of acting in our clients’ interests translate seamlessly around the world.”

Ends

Notes to editors
• Fifth Ring (www.fifthring.com), established 1991 in Aberdeen, offers clients an integrated service of brand and strategy development, design, digital media, advertising and PR. It opened offices in Dubai in 2003, Inverness in 2007 and Houston in 2008.
• The company provides clients with an international strategy combined with local delivery, boasts an impressive list of clients across a number of industry sectors and is widely recognised as energy industry specialists.
• Fifth Ring has also seen the launch of its own staff development programme, Fruition, and is recognised on the Recommended Agency Register.

Entitled “The Power to Change”, and held in the Bishop’s Palace, Eden Court, the thought leadership event, organised by Fifth Ring Integrated Corporate Communications, heard fears that the Easter Ross fabrication yard was falling off the political agenda as the long running-debate over its future continued. The yard ceased production several years ago, followed by protracted negotiations over its future ownership.

Guest speaker at the “The Power To Change”, Jeremy Cresswell, journalist and chairman of Aberdeen Renewable Energy Group (AREG), told the gathering that Nigg could play a major part in the UK’s renewables future which had tremendous potential.

“Under most scenarios, the scale of opportunity is enormous, easily matching and perhaps exceeding the scale of the UK Continental Shelf oil and gas industry. But to grasp the opportunity fully will demand a systematic approach to creating large-scale construction and installation capacity, plus an appropriately structured supply chain,” he said.

“Scarily, wind turbine supply remains a critical item as no wind turbine suppliers are headquartered in the UK and no offshore wind turbines are assembled in Scotland.

“The clear implication is that appropriately resourced UK fabrication yards, of which Nigg has to be a prime contender, could secure long term work spanning one to two decades at least, based on UK offshore wind alone.”

Mr Cresswell compared the situation at Nigg to the development of the Luneort wind turbine manufacturing facility in Germany where 1,200 jobs will be created in the next three years.

“Surely this is possible in Scotland - and not just for wind but wave and tidal power too – given time and a great deal of joined up effort with seedcorn funding from government and its agencies,” he added.

The Fifth Ring event followed a survey by the company of more than 300 leading energy figures in the Highlands and Islands and the North-east on their perception of the renewables industry and whether enough was being done to enable progress to be made.

The majority of survey respondents said the industry needed more investment – whether from Westminster, Holyrood or the private sector, but more than 75% believed that renewables could lift Scotland out of the economic downturn. The same percentage of respondents also believed the country could be totally dependent on renewable energy by 2050.

Aberdeen, backed by the Highlands and Islands, had the potential to become the marine renewable energy capital of Europe, according to two-thirds of those surveyed, but some respondents believed other countries were better placed to achieve this.

Nimbyism (Not In My Back Yard) was identified as creating a serious delay in the development of the onshore and offshore renewables sectors and two-thirds of respondents said the former fabrication yard at Nigg should become a base for the renewables industry.

Fifth Ring’s business development director Ian Ord, said: “A very clear message emerged from our thought leadership debate. It is clear that Nigg represents a golden opportunity for the Highlands and for Scotland’s renewable industry as a whole, and there is an urgency of need in terms of the benefits a fully operational Nigg could bring to the economy and employment.

“Those who attended ‘The Power to Change’ demonstrated a collective ambition and a call for action on the future of the yard. The challenge now is to ensure the plight and the potential of Nigg is heard at the very highest levels.”