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Date

Nov. 22, 2019

Time

03:00 PM to 04:00 PM

Location

The Gate, DIFC

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Keeping up with the Infamy-Leverage

How one masters the art of spinning bad publicity into gold, and JCB's eternal mission compelling him to top himself.

What to expect & damage control when coming back from a major ‘publicly deemed’ failure with all eyes on you, especially in this overzealous age of digital stalker. What are the different tried and true methods vs innovative marketing ideas that ‘saved’ certain brands and entities- back then vs now? This discussion addresses how a brand handles bad publicity and gives us the opportunity to speculate the curious phenomenon of the publicity lifecycle; how public relations and different marketing tools give subjects the opportunity to release scandalous material and become role models as a result. This coming from the man who has reached the top, therefore the fall is much more foreboding.

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Moderator

Melika Yazdjerdi

Director of Dubai Watch Week

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Speaker

Jean-Claude Biver

Non-Executive President of the LVMH Watch Division



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