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Brand Finance Global Soft Power Summit 2020 in Oxford

26 February 2020, 16:30–19:40 UK Time

The world is at a crossroads where power dynamics are shifting permanently. Soft power is now the driving force behind reputation and influence on the global stage. If nations do not act now to enhance and leverage their soft power, they will be left in the wake of their neighbours and counterparts.

Over 100 delegates joined us at the Brand Finance’s Global Soft Power Summit 2020 at the Blavatnik School of Government at the University of Oxford, where practitioners and researchers explored and debated the role of soft power in international relations.

The Summit featured the unveiling of the inaugural Global Soft Power Index by Brand Finance - the world’s most comprehensive soft power study, surveying opinions of over 55,000 people – general public and experts - in more than 100 countries. The University of Oxford’s Dr Paul Temporal has served as the key academic adviser to this study.


16.30 - 17.00 Registration & Refreshments
17.00 - 17.15 Welcome & Global Soft Power Index Presentation
David Haigh, CEO, Brand Finance
17.15 - 17.30


Dr Paul Temporal, Associate Fellow, Saїd Business School, University of Oxford

17.30 - 18.50 Panel Discussion

Moderated by David Haigh, CEO, Brand Finance

Kate Arthurs, Director of Arts, British Council

Omar Salha FRSA, Lecturer in International Diplomacy & Soft Power, PhD Nohoudh Scholar, SOAS, and Research Fellow at the Centre for International Studies & Diplomacy

Peter Fisk, Global Thought Leader, Professor of Leadership and Strategy at IE Business School

Professor Richard Sambrook, Director - Centre for Journalism, Cardiff University, and former Director of Global News, BBC

Lord Sebastian Coe, Chairman of CSM Sport and Entertainment, President of World Athletics & Double Olympic Gold Medalist

18.50 - 19.00 Concluding Remarks
David Haigh, CEO, Brand Finance
19.00 - 19.30 Networking Drinks and Canapés
26 February 2020, 16:30–19:40 UK Time
to be notified of future events


David Haigh
Chairman and CEO
Brand Finance

David is the Chairman and CEO of Brand Finance Plc – the world’s leading brand valuation consultancy. He has worked in the area of branded business, brand, and intangible asset valuation since 1991. He specialised entirely in the field after becoming the Director of Brand Valuation for Interbrand in 1995. He subsequently left Interbrand in 1996 to launch Brand Finance which is celebrating 25 years in business this year.

David represented the British Standards Institution in the working parties responsible for crafting international industry standards: ISO 10668 on Brand Valuation in 2010 and ISO 20671 on Brand Evaluation in 2019.

David is a passionate writer and has authored many articles on brand valuation, published in numerous marketing and finance newspapers and magazines, such as: Financial Times, Accountancy Age, and Marketing Week. He has also lectured on the topic of brand valuation for Harvard, Chicago, and London Business Schools.

David graduated from Bristol University with an English degree, qualified as a Chartered Accountant with Price Waterhouse in London, and obtained a postgraduate diploma in Marketing from the Chartered Institute of Marketing (CIM). He is a Fellow of The Royal Institution of Chartered Surveyors (RICS) and has a practising certificate with the Institute of Chartered Accountants in England and Wales (ICAEW).

Dr. Paul Temporal
Associate Fellow
Said Business School, University of Oxford

Dr Temporal has over 20 years of experience in brand strategy, marketing consulting and training. He has extensive experience in Asia and his clients include Singapore Telecom, Coca-Cola, Microsoft, Intel,Times Publishing Group and many others.

Internationally, Dr. Temporal has been a consultant to the public sector in the form of the GCC, World Bank, European Community, and several European, African and Asian Governments. He has been involved in helping several governments with branding issues, including Malaysia, Singapore, New Zealand and the UK.

In the academic world Paul has held key positions and has taught at universities in Hong Kong, Singapore, and the U.K. He is an Advisor and Visiting Professor in Marketing at Shanghai Jiao Tong University, and an Associate Fellow at Said Business School, University of Oxford. Dr Temporal has authored 16 best-selling books.

Omar Salha
FRSA, Lecturer in International Diplomacy & Soft Power, PhD Nohoudh Scholar, SOAS
and Research Fellow at the Centre for International Studies & Diplomacy

Omar Salha is a PhD Nohoudh Scholar at SOAS Uni of London, Lecturer in International Diplomacy and Soft Power, Research & Teaching Fellow at the Centre for International Studies & Diplomacy (SOAS), Fellow at The RSA (Royal Society of Arts) and Research Fellow at the Islamophobia Studies Centre, UC Berkeley, California. Omar is also the Founder & CEO of Ramadan Tent Project, a nonprofit organisation established in 2013 with its mission of bringing communities together to better understand each other. This is done through several of its key programmes and notably the UK’s largest community event in Ramadan and award-winning initiative, Open Iftar.

Omar is an MA graduate in International Studies and Diplomacy & was awarded the PhD Nohoudh Scholarship for the study of 'Integration of Muslims in British Society'. His first academic chapter was published by Routledge titled ‘Diplomacy and The Beautiful Game: Muslim footballers as ambassadors of faith’. He is currently writing on Islamic Public Diplomacy and the ‘Otherisation’ of Muslims in Popular Culture. Omar is a lecturer in International Diplomacy and his research interests include innovations of Soft Power, Re-Orientalism, Decoloniality, Integration/Identity Politics, Islamophobia, Sport Diplomacy, and the Geo-Politics of the Middle East. He has taught at SOAS University of London, in addition to the Foundation of International Education (FIE) and regularly delivers talks, workshops and lectures in leading academic, professional institutions and conferences across the globe; including headlining TEDxBradford in January 2019. He is a Research Fellow at the Islamophobia Studies Centre at UC Berkeley and presents at the annual International Islamophobia Conference in Berkeley, California and Paris, France.

In addition to his academic work, Omar founded the Ramadan Tent Project in 2013, a social enterprise and community institution dedicated to creating spaces of belonging, dialogue and empowerment through its flagship initiative Open Iftar. Ramadan Tent Project’s vision is a world where all people belong and live together in harmony. Open Iftar invites people of all faiths and none to the breaking of fast to explore the Islamic faith and to share the community spirit through food, inspirational talks and engaging discussions. To date, Open Iftar has hosted over 100,000 guests across 13 cities and 4 continents, including ground-breaking and unprecedented events at Westminster Abbey, Wembley Stadium, The British Library and Trafalgar Square.

For the past 15 years, Omar has worked with and consulted several community projects, NGOs, civic organisations and international governments on interfaith-dialogue, community cohesion, Public Diplomacy, Soft Power and Sports Diplomacy. He was one of the first respondents to the Grenfell Tower Fire and coordinated the Grenfell Muslim Response Unit (GMRU). GMRU was awarded the Pride of Britain Special Recognition Award by the Duke of Cambridge, Prince William. Omar was appointed as a Fellow at the Royal Society for the encouragement of Arts, Manufactures and Commerce (RSA), upon outstanding recommendation for his commendable work in community engagement, social innovation and academic excellence. Omar is passionate about servant leadership & social entrepreneurship. He is also a keen sports enthusiast and his greatest achievement to date is scoring a penalty against one of the most successful professional football coaches in the world, Jose Mourinho!

He is also a former member of Football Beyond Borders & featured in a documentary titled ‘Over the Wall’, a film about a London-based football team and their journey to play in Palestine. He is a regular contributor to international & national print and digital media and has featured in Al Jazeera English, TRT World, CNN International, BBC London, BuzzFeed News, Huffington Post, ITV News, Time Out Magazine, Channel 4 News, The Guardian, New York Times, Evening Standard & LBC Radio. Omar speaks fluently in Arabic, Turkish and English.

Lord Sebastian Coe
Chairman of CSM Sport and Entertainment
President of World Athletics

Sebastian Coe is the UK’s most prolific world record setter and arguably the greatest runner to compete for his country.

Born in London in 1956, Coe began his athletics career age 12, at Sheffield’s Hallamshire Harriers squad, where his father was his running coach. In 1977 he made his first mark as a professional athlete, winning the 800m at the European Indoor Championship. After a string of world records, Coe won his first Olympic medal in 1980 at the Moscow games, taking gold in the 1,500m. His second gold came in 1984 at the Los Angeles Olympics. His famous rivalry with fellow runner Steve Ovett dominated athletics through much of those years, and he quickly became the UK’s best known and most cherished athlete - setting 12 middle-distance world records.

Coe retired from athletics in 1990 and moved into politics. In 1992, he was elected as Conservative Member of Parliament for Falmouth and Camborne, a seat he held for 5 years, when he became Private Secretary to William Hague, the Leader of the Opposition. In 2000 he was appointed a life peer, becoming Lord Coe of Ranmore.

With his sporting and political nous, Coe was asked to head London’s bid to host the 2012 Olympic and Paralympic Games. He led London to victory over Paris, with many pointing to his rousing speech at the 2005 vote in Singapore as the decisive moment. Despite early public cynicism, Coe helped win over the media and London went on to host a phenomenally successful Olympic Games, with Coe at the helm.

Following the games, Coe was elected Chairman of the British Olympic Association - a post he held until 2016. He is also Executive Chairman of CSM Sport & Entertainment marketing agency. In 2015, he was elected President of the world governing body for athletics, World Athletics (formerly the IAAF), having been a Vice President since 2007.

Packing his speeches with anecdotes from his time as an Olympic athlete, an MP, his chairmanship of London 2012, his turnaround of the British Olympic Association and his presidency World Athletics troubled times, Lord Coe demonstrates to audiences his political and strategic expertise in guiding large organisations on the global stage.

His themes include leadership, collaboration, crisis management, building resilience, handling change and challenging the status quo. Lord Coe believes in creating a clear, strong vision for an organisation - a simple, transferable set of values which are adhered to at every moment and by every employee whatever their role. This vision, he contends, is key in times of change and turbulence.
Throughout his career Lord Coe has found success by leading from the front to make vision a reality. He turned London 2012 into one of the UK’s most successful missions of all time. Lord Coe brings energy, passion and innovation to all his work - qualities which captivate his audiences the world over.

Coe, who is married with four children, has received numerous honours throughout his life. He was the BBC’s Sports Personality of the Year in 1979 and in 1982 he was appointed a Member of the Order of the British Empire (MBE). Eight years later he was made OBE. Following his appointment to the House of Lords, Coe was promoted to Knight Commander of the Order of the British Empire (KBE) for his services to sport and in the 2013 New Year’s Honours List he was appointed to the Order of the Companions of Honour (CH).

He relaxes by walking in the Peak District, supporting Chelsea FC and listening to jazz.

Lord Coe’s example keynote speaking topics include, but are not limited to:
• Change, risk & handling uncertainty
• Teamwork and collaboration & breaking down silos
• Leadership & resilience
• Innovation & challenging the status quo

Professor Richard Sambrook
Director, Centre for Journalism, Cardiff University, and former Director of Global News

Professor Richard Sambrook is Director of the Centre for Journalism at Cardiff University - the UK’s largest and oldest journalism school. Previously he worked for BBC News for 30 years as a producer, editor and manager. 

He spent ten years on the BBC’s Board of Management as, successively, Director of Sport, Director of News and Director of Global News and the World Service. He was involved in the launch for 4 news channels and digital services and in developing the BBC’s global newsgathering operations. He writes and teaches on international news, media ethics and disinformation. 

Peter Fisk
Author and Director, BrandGenius & CEO
Genius Works

Peter Fisk is a best-selling author and inspirational speaker, and advisor to leading companies around the world and an experienced business leader. He was recently described by Business Strategy Review as “one of the best new business thinkers.”

His new book ‘People Planet Profit ‘describes how to drive innovation and growth by addressing social and environmental issues in more relevant ways – to grow and do good at the same time. It explores how to engage the “green” consumer, to embrace sustainability in more creative ways, to be compliant and responsible, but also find new source s of competitive advantage. It includes major contributions from the likes of Nike and Unilever, M&S and Arup, WWF and Generation Investment Management.

Peter is founder of the Genius Works, helping companies to “see things differently” – to develop and implement more inspired strategies for customers, innovation and marketing.  Most recently he has collaborated with Brand Finance to develop Brand Genius a process of accelerated innovation, rethinking the ideas and impact of brands in today’s world.

Kate Arthurs
Director of Arts
British Council

Kate started as Director Arts in May 2018, leading the British Council’s global arts programme. Previous roles at the British Council include Director Strategy, Arts, Head of Arts in Mexico, Deputy Country Director Vietnam with East Asia-wide leadership of vocational skills training, and culture and development work in South Sudan. Kate formerly worked as an independent cultural manager, focused on international literature partnerships. She began her career managing Europe-wide projects at the Foreign Policy Centre and British Council Brussels on themes of diversity, inclusion, soft power and Britain’s role in Europe. She is a Director of Wasafiri magazine of international writing and speaks three languages.


Job Title


Lecture Theatre 1, Blavatnik School of Government, University of Oxford, 120 Walton Street, Oxford, OX2 6GG

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