Innovation presentation given at the 2nd Abu Dhabi Innovation Conference.

1. WOLFF OLINS

2. INNOVATION: SKIN DEEP OR STRUCTURAL? WOLFF OLINS www.wolffolins.com ©2011 Wolff Olins

3. ©2011 Wolff Olins 3 TODAYINTRODUCTION PARADOX CHALLENGE BETTER IMAGE BETTER REALITY SO WHAT?

4. Wolff Olins 4

5. WE’VE… 5 ©2011 Wolff Olins

6. PLACES 6 ©2011 Wolff Olins

7. ©2011 Wolff Olins 7 COUNTRIES ARE BUILDING THEIR BRANDS AS THEY COMPETE NOT ONLY FOR POWER AND INFLUENCE, BUT IN THE NEW MARKETING BATTLES FOR EXPORTS, INWARD INVESTMENT AND TOURISM -May 1996 ©2011 Wolff Olins

8. Wolff Olins 8 ©2011 Wolff Olins

9. INNOVATION? 9 ©2011 Wolff Olins

10. OUR POINT OF VIEW Wolff Olins 10

11. ©2011 Wolff Olins 11 PARADOX

12. ©2011 Wolff Olins 12 ©2011 Wolff Olins

13. ©2011 Wolff Olins 13

14. ©2011 Wolff Olins 14 GETTING THERE ©2011 Wolff Olins

15. ©2011 Wolff Olins 15 ©2011 Wolff Olins

16. ©2011 Wolff Olins 16 ©2011 Wolff Olins

17. ©2011 Wolff Olins 17 CHALLENGE

18. ©2011 Wolff Olins 18 10=90%

19. ©2011 Wolff Olins 19

20. ©2011 Wolff Olins 20 ©2011 Wolff Olins

21. ©2011 Wolff Olins 21 SPIKEY MAP

22. ©2011 Wolff Olins 22

23. ©2011 Wolff Olins 23 MAKE IT EASY MAKE IT SIMPLE MAKE IT FREE

24. ©2011 Wolff Olins 24 BETTER IMAGE - SKIN DEEP

25. ©2011 Wolff Olins 25 THE BRIEF

26. 26 ©2011 Wolff Olins

27. ©2011 Wolff Olins 27 BETTER REALITY - STRUCTURAL

28. ©2011 Wolff Olins 28 OFTEN TOO COMPLICATED 9 1 AXES PLAN 141 42 AIMS PRIORITIES 0 0 TIMETABLE (YET) ACTIONS (YET)

29. ©2011 Wolff Olins 29 ©2011 Wolff Olins

30. ©2011 Wolff Olins 30 ©2011 Wolff Olins

31. ©2011 Wolff Olins 31 EDB

32. ©2011 Wolff Olins 32 EARLY INFLUENCE ©2011 Wolff Olins

33. ©2011 Wolff Olins 33 EARLY INFLUENCE

34. ©2011 Wolff Olins 34 3% - 5%

35. ©2011 Wolff Olins 35 ©2011 Wolff Olins

36. ©2011 Wolff Olins 36 ©2011 Wolff Olins

37. ©2011 Wolff Olins 37

38. ©2011 Wolff Olins 38 SO WHAT?

39. ©2011 Wolff Olins 39 GREATSTART EVERYTHING TO PLAY FOR LOSING GROUND?

40. ©2011 Wolff Olins 40 KISS

41. ©2011 Wolff Olins 41 AND NOTOR

42. ©2011 Wolff Olins 42 JOINED UP

43. ©2011 Wolff Olins 43 THINK MOUSSA ©2011 Wolff Olins

44. ©2011 Wolff Olins 44