Welcome to the Global PR Trends Summit 3!

Now in its third year, the Global PR Trends Summit is Turkey's biggest international PR event.

Taking place from 25-26 February 2016 at the historical Pera Palace Hotel in Istanbul, the Global PR Trends Summit 3 will include presentations and interactive discussions on the latest trends and challenges in the gobal PR world, with special focus on visual PR, content PR, crisis communications and reputation management. 

Register today and find out why PR professionals from over 40 countries have attended the Global PR Trends Summit.



Tomas Matesanz

Head of Communications and Public AffairsCruises Lines International Association Europe (CLIA)

Senior executive with 20 years of relevant experience in all facets of external, internal and crisis communications, corporate marketing and brand awareness campaigns. Successes include awards, most recent one this year at the International Business Awards, for developing wide-ranging of brand awareness and reputation recovery campaigns supporting new products, public companies and brands, securing media coverage in numerous high-profile outlets, elevating awareness and visibility, public affairs and industry relations efforts, and repositioning of corporate messaging. Expertise in tourist, airline, cruise travel, health, and food industries, as well as communication in Governmental affairs, public companies and administrations. Assistant professor at IE Business School (Madrid), specialized in brand awareness and reputation management. Relevant Experience advising and managing the communication of different Public Administrations and Governments at the highest political level. Public Affairs functions within European Union and European National Governments arena. He currently holds the position of Vice President of Communication and Public Affairs for Europe of the most powerful cruise line industry association, CLIA, overviewing 15 European markets. Tom is responsible for establishing public affairs and communication strategy as well as setting up media relations groundwork operations across Europe under CLIA local chapters, including Brussels before the European Union. Develop long-term and short-term strategies to anticipate and manage a complex array of reputational issues.

Steffen Ruebke

General ManagerHenkel Beauty Care

Steffen has been traveling the world with us since 2012. He has been a regular speaker at our Marketing Kingdom events all around the world and has delivered cutting edge presentations on the importance of customer marketing in today’s marketing world. Plus, he has worked with big superstars like Heidi Klum and the legendary designer Karl Legerfeld so he has some truly inspiring stories to share with you.

Alex Malouf

Corporate Communications ManagerP&G

Alex is a marketing communications executive who has spent the last ten years in the Middle East and lived across the region, in Saudi Arabia, Bahrain, Lebanon, Jordan, Syria and the United Arab Emirates. He holds the position of corporate communications manager for the Arabian Peninsula at Procter & Gamble. A journalist by training and with a cultural mix that is both European and Arabic, Alex’s expertise spans communications and media, public relations and marketing for both multinationals in the energy, technology and FMCG space as well as several Gulf-based government institutions. His experience spans corporate communications, media relations and outreach, content development, crisis/reputation management, and digital and social media

Gudjon Arngrimsson

VP Corporate CommunicationsIcelandair

Gudjon Arngrimsson has been vice president of corporate communication at Icelandair since 2005. He joined the airline in 2000 as the public relations manager, having previously been the governments millenium commission programme director. His background is in Icelandic print and TV journalism, as well as advertising and PR. He has also written several historical books.

Milorad Ajder

Managing DirectorIpsos MORI Reputation Centre

Milorad Ajder heads Ipsos MORI’s Reputation Centre – a leading reputation research agency that works with some of the world’s largest companies. He is passionate about the role of research within the corporate environment, and believes it should be seen as a strategic resource that delivers both business critical insights and an action plan for change. Before joining Ipsos MORI, Ajder led ajder-associates, a strategic research boutique working with a range of blue-chip clients and prior to that he was Head of ORC International’s European Reputation Research Practice. He is an author of original research (Global 100) on corporate reputation and brand management.

Figen İsbir

PresidentExcel Communication and Perception Management

Figen İsbir, the Founder and President of Excel Communication and Perception Management, commits “coaching” position relating to team-game and institutional culture issues for the company along with her active role in strategic planning. Figen İsbir, holding a bachelor degree of Electricity Engineering at Yildiz Technical University, took her first steps to the communications business in 1983 as a copywriter. She worked at Turkey’s most respected advertising agencies including Radar, Fulmar, RPM Radar CDP Europe and Manajans/Thompson at different high level positions. She has pioneered many campaigns awarded by national ad authorities including the first “Crystal Apple” of Turkey. With the purpose of carrying her expertise to the PR sector after high level of research, she decided to contribute to the development of PR sector in Turkey as the founder of the Excel in 1994. Determined to contribute to the progress of PR sector, İsbir has also taken high level positions in well-known associations. She leaded the establishment of Turkish Ad Creators Association as well as being the first Founder Member and President of the association. She also took active role during the establishment of IDA (Communications Consultancy Companies Association) which is a representative of ICCO. İsbir also is a member of IPRA and Public Relations Association Turkey.

Egmont Philips

FounderCX-STRATEGY.COM (o.a. former Global Head of External Communications ING Group)

Egmont Philips has a background in leading transitions where creating great customer experiences is the key to success. He originally started in the hotel business but moved to ING in his early career. He now is Head of the award winning External Communications team at ING Group in a world where the regaining trust and improving the reputation is a true challenge. Egmont held several posts in multi-channel marketing, PR and sales in the Netherlands & Central & Eastern Europe.

Tom Webster

Global Community Manager`Shell

Tom Webster is Global Community Manager at Shell, overseeing the running of multiple social media channels, advising on content strategy and best practice, and building Shell's social media audience worldwide. Previous to Shell, he was Social Media Producer at ITV, running all aspects of social media for the network's three digital channels. He has also worked at several start ups, and was a member of BAFTA's digital committee. You can find him on Twitter at @TomWebsterWorks

Hussein Dajani

Chief Operating OfficerHug Digital

Hussein has over 13 years of solid Marketing Communication experience in the space leading and building integrated marketing practices within multinational agencies (JWT, Leo Burnett, and TBWA\) and client side (Fortune 500 companies - Virgin Mobile and Red Bull), across the Middle East and Africa region. Hussein was among the first batch of WPP MENA employees to receive the renowned WPP Young High Potential Leaders award from Sir Martin Sorrell (Chairman and Worldwide President of WPP) and Bob Jeffrey (Chairman and Worldwide President of JWT). At present, Hussein is working as a Marketing Communications Consultant in the MENA region, as Chief Operating Officer at Hug Digital, as a Digital Strategy and Social Media Marketing Lecturer at DM3 Institute, and as a Mentor at Turn8 and Arabreneur. Hussein is also a speaker at various conferences throughout the region (Social Media Summit, Marketing Kingdom, Saudi Mobile Conference, Young Arab Leaders, American University in Dubai, etc) and is a weekly guest speaker on Monte Carlo Radio discussing the latest innovations and trends in Telecom, Digital, Tech, Marketing, and Communication. To know more about Hussein or connect with him, please visit:

Jamal Al Mawed

Regional Head Of Corporate Communications, Middle East, Africa, Central Asia, Caucasus and South AmericaRolls-Royce Motor Cars

In his role as Regional Public Relations and Corporate Communications Manager at Rolls-Royce Motor Cars for the Middle East, Africa, Central Asia, Caucasus and South America regions, Jamal Al Mawed oversees the brand’s communications across four continents and covering multiple languages. An Emirati of Palestinian and British origin, Jamal is a bilingual native English and Arabic speaker, with on-ground PR experience in over 20 countries. He is also a judge for the annual Middle East Public Relations Association (MEPRA) Awards and Arab Luxury Forum PR Awards, keynote speaker, university guest lecturer and in 2010 was the recipient of the MEPRA ‘Young Communicator of the Year Award’.

Özlem Oz

Communications and Public Affairs Senior ManagerGoogle Turkey

Özlem is the head of communications for Google in Turkey. During 17 years of experience in PR agency world, Ozlem managed corporate and marketing communication projects for multinational companies mainly focusing on energy, broadcast, technology and FMCG. Joining Google as the corporate communications manager in 2012, Özlem drives Google's external communications efforts across corporate, consumer and B2B.

Noha Bashir

Director of Social and Digital Marketing, CEMEAVISA

Noha Wagih Bashir is Director of Digital and Social Marketing for CEMEA (Central Europe, Russia, and Middle East and Africa) at Visa. Prior to joining Visa, Noha worked at Proximity/BBDO based in Dubai, where she led the Social Media Department and managed clients such as Visa, Dubai Tourism Authority, #MyDubai Initiative, Axiom Telecom accounts, among others. Before relocating to Dubai In 2011, Noha worked at BBDO Egypt as Public Relations and Public Speaking specialist for 3 years. Noha was also a television presenter at Egypt's Channel 1, broadcasting worldwide. Noha has extensive knowledge in digital first strategies, online Influencer engagement and content creation.

Sarah Walker Kerr

Regional Director of Public Relations MEAThe Ritz-Carlton Hotel Company LLC

Sarah currently oversees the PR & Social Media for The Ritz-Carlton Hotel Company at a brand and regional level across Middle East, India & Africa. Sarah landed on the shores of Dubai in the mid 90’s to open one of the first luxury resorts in Dubai. A regional expert with a global lens and pioneer of the luxury PR industry, having worked across a number of international and home grown brands engaging the affluent traveler from across the MENA region. Hailing originally from Scotland and is a member of the CIPR UK.

Talal Alrashed

Social Media Influencer

Talal Alrashed originally from Kuwait, is a hospitality graduate from Glion institute of Higher Education in Montreux, Switzerland and has a working experience in hotels and restaurants in Europe and GCC region. He's focused on gastronomy and world cuisines as well as restaurants and food events. He is very active in social media with almost 30K followers on Instagram and 11K views on Snapchat of which majority are from GCC region, featuring for them traveling and tasting destinations especially Dubai and Istanbul. Talal is classed as one of the heavy weight GCC influencers, engaging audiences from across the region.


Global PR Summit 3
Day One
25th February 2016

09.00   Registration And Morning Coffee

09.45   Chairman’s Opening Remarks

10.00   New Influencers On the Block

             Ozlem Oz, Communications and Public Affairs Senior Manager, Google Turkey

10.30   Sharing Insights On Effective Customer Engagement: Mastering The Art Of Storytelling &  Storydoing

              Egmont Philips, Founder CX-STRATEGY.COM, (o.a. former Global Head of External Communications ING Group)

11.00   Turkish Coffee Fortune-telling: The Future of PR

             Figen İsbir, President, Excel Communication and Perception Management         

11.30    Interactive Discussion With Egmont, Ozlem and Figen

12.00    Networking And Refreshment Break

12.30    What Is The Next Big Thing & What’s Worth Investing In? Harnessing Emerging Platforms & Innovations On Social Media Today

            Tom Webster, Global Community Manager, Shell

13.00   Engaging With Influencers For Maximum PR Effect: The Ritz Carlton Case Study

             Sarah Walker Kerr, Regional Director of Public Relations MEA, The Ritz-Carlton Hotel Company LLC

             Talal Alrashed, Social Media Influencer

14.00    Interactive Discussion With Tom, Sarah and Talal

14.30    Lunch For Speakers And Delegates

15.30    From Local To Global: Managing International Crisis And Stakeholders

             Tomas Matesanz, Head of Communications and Public Affairs,  Cruises Lines International Association Europe (CLIA)

16.00    How Icelandair Persuaded The World That Their Country Is Still A Great Holiday Destination

              Gudjon Arngrimsson, VP Corporate Communications, Iceland Air

16.30    Interactive Discussion With Tomas And Gudjon

17.00    End Of Day One

Day Two
26th February 2016

09.00     Morning Coffee

09.45     Chairman’s Opening Remarks

10.00    The Trust Dividend: Unlocking Value From Your Reputation

              Milorad Ajder, Head, Ipsos MORI Reputation Center

10.30   How To Successfully Engage Your General Management In Your PR Activities

              Steffen Ruebke, General Manager, Henkel Beauty Care

11.00    Visual Communication – From Story-Telling to Story-Showing and from Sharing Content to Sharing Experiences

              Jamal Al Mawed, Regional Head of Corporate Communications in Middle East, Africa and Latin America, Rolls-Royce Motor Cars

11.30    Interactive Discussion With Milorad, Steffen and Jamal
12.00     Networking And Refreshment Break

12.30    Best-Practice Advice On What Content Boosts Your Reach, Engagement And ROI

               Noha Bashir, Director of Social and Digital Marketing, CEMEA, Visa

13.00   The End Of Corporate Websites: Is Content The New King?
              Alex Malouf, Corporate Communications Manager, P&G
13.30   Interactive Discussion With Noha And Alex

13.45   Lunch For Speakers And Delegates

14.45   Interactive Workshop

              Mastering PR 3.0: Preparing For The Future

This session covers public relationship building in today’s new media world. Hussein discusses the change in audiences from passive to active, and how social media has turned them into self promoters and self curators. See examples of how major brands from around the world are engaging with its audiences across new media platforms. Topics to be discussed include:

•    The best methods of embedding social into your business for cohesive campaigns across teams – silos or full-on integration?

•    Practical advice on integrating video content with other aspects of your social PR campaign

•    How do you measure success? Examining the metrics and methods to evaluate your impact and engagement on social media and benchmark yourself against the competition

•    Developing cost-efficient strategies amongst the maze of paid advertising to achieve cut through on Facebook and Twitter

               Hussein Dajani, Chief Operating Officer, Hug Digital

17.00    End Of Global PR Summit 3



Interested in sponsoring or exhibiting at Turkey's biggest PR event?

The Global PR Trends Summit 3 as Turkey's ONLY global PR event is an ideal platform to promote your business and services.

At the PR Trends Summit we are all about creating unique experiences for our customers. By supporting this event you will be in direct contact with your target market and generate business for your organisation. Being part of the Global PR Trends Summit 3, you are guaranteed to be noted and put on the business map.

As a sponsor you will benefit from a dedicated PR campaign in the build up to the event and our unparalleled direct marketing campaign where your solutions are promoted extensively across the region through targeted e-shots, hard copy mailings and our experienced telemarketing team.

At the event itself our job is to personally introduce you to senior buyers, influencers and decision makers through pre-arranged one to one meetings, networking events and keynote speaking opportunities.

We have an experienced and thoroughly professional team here that will ensure we generate real ROI for your company.

For more information on how you can get involved in this event as an exhibitor or a sponsor, please email Kosta Petrov on



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