Businesses and Brands as Social Mission Heroes, 8th March

Event Date: Sun, 8th Mar 2015

Event Time: 7:30 AM to 9:30 AM

Venue: Oberoi Hotel, Hall A

Location: Business Bay

Member Fee: 126 AED

Registration Closed

FromUnilever to P&G, from food to banking, marketers increasingly integrate sustainability and social missions into their brand stories.

Whether driven by societal and consumer pressure, or by a desire to do well by doing good, the trend challenges the marketing industry with a few social mission campaigns turning their brands into modern heroes - but with most falling into oblivion.

In our last BBG Focus breakfast we explored successful and failed social mission campaigns, and pulled out surprising and inspiring development guidelines for marketers. Attendees discovered three vital behaviours of social mission brand heroes –to re-apply to their business.

Benoit Beaufils co-founder of Innate Motion and co-author of the book “Creating Value People was our speaker. Innate Motion is a brand and marketing consultancy helping businesses and brands drive more meaningful growth.  It is behind Unilever’s recent “crafting brand for life” marketing reinvention, and acts as global strategy partners for brands such as Coca-Cola, Fanta, Axe and Ben & Jerry’s.


Benoit Beaufils
Business Humanizer & Co-Founder, Innate Motion

Change and intuitive human understanding have been at the core of Benoit’s life. 12 years of marketing experience at both Procter & Gamble and Coca-Cola have prepared him well. Managing the marketing work of Coca-Cola in Belgium and Thailand in periods of deep crises gave him unique insight into how brands can be shaped to best overcome cultural anxieties. Working as a consultant and researcher across Asia and Europe has given him further opportunities to facilitate change and engagement processes within companies and between companies and consumers. Benoit finds sources of inspiration beyond the organisation space living in a 100-inhabitant dust road serviced village on an Asian island and raising four children.

Suzanne Godfrey
Business Humanizer & Partner, Innate Motion

Curious with how things interact and interested in the environment, Suzanne studied marine biology and ecology at university before turning to the study of people and brands. Starting in advertising in London in the early 80s, she gained experience of launching brands and, working on international business, was exposed to cultural differences. Inspired, she moved to Prague, where she started working in the field of newly emerging markets: Central & Eastern Europe, the Middle East & Africa, and finally Asia. Ever since, she has been seeking to understand the cultural context and values of people, and making brands more relevant in their lives. In search of her own meaningful growth, she studied for a doctorate. After finishing her studies she set up shop as a brand and marketing consultant, striving to create a meaningful difference for businesses and their brands. She currently lives in Hong Kong and spends her weekends sailing.

Focus Marketing Breakfast
Chaired by Robert Mitchell

48 Hour Cancellation Policy will apply

Fee includes buffet breakfast

Dress: Business

Free valet parking