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Global Soft Power Summit 2023

02 March 2023, 09:00–17:00 UK Time

Join us at Brand Finance's Global Soft Power Summit 2023, hosted at the Queen Elizabeth II Centre in Westminster, London, where practitioners and researchers of soft power will come together to inaugurate the next iteration of the Global Soft Power Index and to explore and debate the role of soft power in international politics and business.

Hosted in partnership with BBC News, the Summit will focus on the roles of sustainability, media, and sports in developing soft power. We will also explore how soft power can impact the decisions of business leaders regarding investment and trade.

The Summit will feature a presentation of the results of the Global Soft Power Index 2023 by Brand Finance - the world’s most comprehensive research study on perceptions of nation brands, surveying opinions of 100,000+ respondents in 100+ markets on 121 nation brands.

Click the "Register Interest" button on this page to register your interest for attending the event in-person.

Click here to sign up for the virtual stream for the event.


FREE - Diplomats, Academics, Nation Brand Representatives, Media & Virtual Delegates

£495 - Early Registration Pricing (until 31st December 2022)

£595 - General Admission (from 1st January 2023)

FREE - Virtual attendees

For more information, email [email protected] and join in the conversation online using #SoftPower.

Click the links below to watch the video highlights of the Global Soft Power Summit 2022 and to view the previous iteration of the Global Soft Power Index.

02 March 2023, 09:00–17:00 UK Time
In association with
BBC News

BBC News is an operational business division of the British Broadcasting Corporation (BBC) responsible for the gathering and broadcasting of news and current affairs in the UK and around the world.

The department is the world's largest broadcast news organisation and generates about 120 hours of radio and television output each day, as well as online news coverage.

The service maintains 50 foreign news bureaus with more than 250 correspondents around the world.

BBC News Website


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).

Mishal Husain
BBC News

Mishal was a former presenter on BBC World News, spending time in Singapore and Washington as well as presenting live on location from around the world in places as far and wide as Abu Dhabi, Saudi Arabia, Pakistan, China, Egypt and Norway. She has covered international summits, royal weddings, assassinations and reported from refugee camps as well as live stories documenting the deaths of Osama bin Laden and Benazir Bhutto. 

She is now part of the Radio 4 Today presenting team, reads the Sunday evening bulletin on BBC1 and appears across BBC News. Her first book, The Skills: From First Job to Dream Job – What Every Woman Needs to Know was published in 2018. 

Andrew Neil
Publisher, Editor, Broadcaster and Columnist

Andrew Neil is a publisher, broadcaster, speaker and company chairman working out of London, New York, Dubai and the Côte d’Azur.

In March 2015 The Times said: “The ultimate test for assessing whether a party leader was fit to be Prime Minister is to put them in front of Andrew Neil for 40 minutes, the most forensic interviewer in broadcasting.”

In April 2016, a poll of UK Members of Parliament voted him the best overall political journalist in the country.

In the 2019 General Election his prime-time interviews with the party leaders were among the most talked-about broadcast events of the election, including the one Boris Johnson refused to do!

In the course of his career, he has interviewed seminal world leaders such Kofi Anan, Richard Nixon, Jimmy Carter and Ronald Reagan; Tony Blair, Margaret Thatcher and Boris Johnson; Boris Yeltsin; Nicholas Sarkozy and Valery Giscard D’Estaing; PW Botha.

In September 2020 he announced he was leaving the BBC to be Chairman and lead prime time presenter of GB News, a new news channel to be launched early 2021. He left GBN shortly after its launch in June 2021, citing irreconcilable differences about the direction of the channel with the Board and CEO.

In May 2022 he launched a new political programme, The Andrew Neil Show, for Britain’s Channel 4 Network. In the aftermath of the Queen’s death he hosted a 90-minute special prime time discussion programme for Channel 4

His final major broadcast for the BBC was to anchor BBC TV’s 10-hour global coverage (BBC1, BBC News and BBC World) of the US election results on November 3rd, as he did from Times Square in 2016.

Peggy Liu
Joint US-China Collaboration on Clean Energy (JUCCCE)

Peggy Liu, Chairperson of JUCCCE, is a leading environmentalist at the heart of the greening of China since 2007. Named the "Green Goddess of China" by Chinese press, she travels the world to consult companies and governments on how to catalyze societal-scale change, scale sustainable innovation, and collaborate with China.

Peggy keynotes around the world on lessons she learnt in tackling China's toughest environmental challenges: pollution, urbanization, epidemics, drought, obesity and diabetes.

Introduced Smart Grid to China and catalysed the revolution of electricity distribution to allow for renewable energies and energy efficiency at scale. Now China is the world leader in implementing Smart Grid innovations.

Catalysed China’s change from incandescent lighting to energy efficient lighting, the largest leverage point in saving energy. Now China is the world leader in LEDs.

Launched Food Heroes in 2013, teaching young kids and parents to eat in a way that is good for themselves and the planet. Now China's diets are incorporating more planetary friendly foods and food waste policies are strictly implemented.

Peggy is a World Economic Forum Young Global Leader. She was awarded the "Nobel" of climate change, the "Hillary Step". The Economist called her "one of the most innovative thinkers in Asia." Previously, she was a venture capitalist and founded one of the earliest ecommerce companies in Silicon Valley. A "Red Herring" cover story dubbed her an "Internet Pioneer". She started her career as an MIT-trained engineer and McKinsey consultant.

Deborah Bonetti
Director of the Foreign Press Association in London and the UK Correspondent
Il Giorno

Deborah Bonetti is the Director of the Foreign Press Association in London and the UK Correspondent for Il Giorno, an Italian na­tional daily newspaper.

She is a member of the UK Lobby and Chair of the Foreign Lobby (the group of International Journalists who have regular briefings with departments of State and Number 10 Downing Street).

She is also an Observer on the National Committee for the Safety of Journalists (DCMS) and a Royal Commentator on various outlets, including RAI (the Italian public broadcaster).

She has co-written a book on “Boris Johnson, the Media and the Pandemic” and one on Brexit, titled: “Do They Mean us? The Foreign Correspondents’ View on Brexit”, both published by Bi­te-Sized Books.

His Excellency Dr. Thani bin Ahmed Al Zeyoudi
Minister of State for Foreign Trade, Minister in Charge of Talent Attraction and Retention
United Arab Emirates Ministry of Economy

H.E Dr. Thani bin Ahmed Al Zeyoudi is UAE Minister of State for Foreign Trade, a position he has held since July 2020. His primary responsibility is to oversee the development of non-oil foreign trade, the expansion of global trade partnerships and the increase of UAE exports.

His Excellency is currently presiding over the nation’s efforts to secure Comprehensive Economic Partnerships Agreements with strategic allies around the world, a key part of the UAE’s efforts to boost exports by at least 50 percent by 2030. In May 2022, the first of these CEPAs, and the first ever bilateral deal signed by the UAE, was concluded with long-standing trade and investment partner India.

His Excellency also leads the efforts to enhance the UAE’s investment climate and strengthen its position as a prime destination for business and investments at both regional and global levels. This includes his portfolio as Minister in Charge of Talent Attraction and Retention, in which he ensures the best global talents have the pathways, incentives and opportunities to contribute to the UAE’s long-term economic objectives.
Dr Thani serves as Vice Chairman of the Industry Development Council and Chairman of the Council’s Executive Committee, as well as Deputy Chairman of Etihad Credit Insurance’s Board of Directors. His Excellency is also a member of the Supreme Committee for the 28th Conference of the Parties (COP28), the decision-making body of the United Nations Framework Convention on Climate Change.

Prior to his appointment as the Minister of State for Foreign Trade, H.E. held the position of Minister of Climate Change and Environment and supervised the implementation of the country’s strategies on climate action, agricultural development, animal husbandry and fisheries, in addition to combating desertification and preserving biodiversity. He led efforts to enhance the sustainability of natural systems, food diversity and the transition to a green economy.

His Excellency led the UAE’s efforts to mitigate and adapt to the impact of climate change, and protect the country's natural ecosystem by developing and implementing a set of effective policies and initiatives to achieve sustainable development at both regional and international levels. This was achieved by forging and strengthening partnerships with government and private sector entities, ensuring food security and biosafety in the country as well as increasing the quality of national agricultural production.
H.E. has also served as the Director of the Department of Energy and Climate Change at the Ministry of Foreign Affairs and International Cooperation and was appointed as the UAE’s Permanent Representative to the International Renewable Energy Agency (IRENA) as extraordinary Ambassador.

Minister Al Zeyoudi started his career as an oil engineer at the Abu Dhabi Marine Operating Company (ADMA-OPCO), and then moved to Abu Dhabi Future Energy Company (Masdar), where he worked on the development of renewable and clean energy technologies and solutions. He also played a key role in the success of the UAE’s 2009 campaign to host the headquarters of the International Renewable Energy Agency (IRENA) in Abu Dhabi.

In 2020, H.E. was chosen by the Davos World Economic Forum to become a member of the Young Global Leadership Council, recognizing his outstanding international efforts in the field of environment and climate. In 2015, Dr. Al Zeyoudi received the first award for Excellence from the Cooperation Council for the Arab States of the Gulf in recognition of his pioneering efforts in the field of renewable energy.

Fredrik Reinfeldt
Former Swedish Prime Minister

Fredrik Reinfeldt has been active in Swedish and international politics for over 25 years. As Party leader and Swedish Prime Minister, Mr Reinfeldt reinvented the Moderate Party (centre-right) and formed a four-party alliance that won two successive elections.

Today Mr Reinfeldt is active giving lectures on geopolitical situation, leadership, economy and European and Nordic politics.

In August 2019 he was appointed chair of the newly formed Centrum for AMP. Centrum for AMP is a centre of excellence in the field of activating public spaces. It´s a Swedish model of the BID-concept (Business improvement district) that successfully has been used in for example New York and London.
During the years 2016-2019 Mr Reinfeldt held the post as chair to the Extractive Industries Transparency Initiative (EITI). The EITI is an international coalition of stakeholders working together to promote open and accountable management of natural resources.

In May 2022 Mr Reinfeldt was appointed chair of Visita. Visita represents approximately 8.000 hotels, restaurants and other enterprises in the Swedish hospitality sector.
Since May 2021 Mr Reinfeldt is chair of Drivkraft Sverige. The Swedish Industry Organisation for Sustainable and Innovative Mobility (Drivkraft Sverige) is a national industry organisation for fuel and biofuel producers and marketing companies its members. Drivkraft Sverige works actively with the change to a carbon neutral society by 2045.


In association with

BBC News

BBC News is an operational business division of the British Broadcasting Corporation (BBC) responsible for the gathering and broadcasting of news and current affairs in the UK and around the world.

The department is the world's largest broadcast news organisation and generates about 120 hours of radio and television output each day, as well as online news coverage.

The service maintains 50 foreign news bureaus with more than 250 correspondents around the world.

BBC News Website


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Queen Elizabeth II Centre, Broad Sanctuary, London SW1P 3EE & Streamed Live Online

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