Seminar Opening Ceremony

MC-Wang Junyi, Deputy Director General, Bureau of Shanghai World Expo Coordination

Zhou Yupeng, Vice Mayor of Shanghai, Director of the Bureau of Shanghai World Expo Coordinaation

Opening Remarks

V. G. Loscertales, Secretary General of the BIE

Written Remarks (Read by official from the Bureau of Shanghai World Expo Coordination)

Key Note Address

Dai Liu, Deputy Director General of the Bureau of Shanghai World Expo Coordination

Shanghai World Expo Brand Building

Zhu Xiaoming, Vice Chairman, Standing Committee of Shanghai Municipal People's Congress

The World Expo Brand brings the opportunities

Topical Speeches: Global Events Brand Experience

MC-Wang Junyi, Deputy Director General, Bureau of SH World Expo Coordination

Nakamura Toshio, Secretary-General of Japan Association for the 2005 World Exposition

Sharing Lessons learned from Aichi World Expo

Shao Shiwei, Deputy Director of Media and Communication Department of BOCOG

The spirit and Communication of the Olympic Brand

Don Robinson, Group Managing Director of Hong Kong Disneyland

Creating a Magical Brand

Breck McCormack, President of IMG Asia Pacific

Building Brand though Sponsorship

Liu Changle, Chairman & CEO of Phoenix Satellite Television Holdings Ltd

Promotion Experience for the Global Event Brand

Afternoon Section

MC-Wang Junyi, Deputy Director General, Bureau of Shanghai World Expo Coordination

Panel Discussion

TB Song, Chairman of Ogilvy & Mather, Greater China

Defining and Communicating the Shanghai World Expo Brand

Panel Discussion One: The Spirit of the World Expo Brand

Yano Kotaro, Executive Manager, Project Coordination Department, the 2005 World Expo Division, Hakuhodo Inc.

How the World Expo Brand has evolved

Claude servant, World Expo Expert

The World Expo, a Milestone in Civilization

Gu Xiaoming, Professor of History & Tourism Department, Fudan University

The Humanities of the World Expo

Andreas von Schumann, Director of Agenz AT GTZ, Agency for Market Oriented Concepts

Using the Expo Brand to Attract Exhibitors

Yin Hong, Deputy Dean of Communication, Tsing Hua University

Common Characteristics of Leading Brands

Group Discussion

Panel Discussion Two: Defining the Shanghai World Expo Brand

Zhou Hanmin, Deputy Director General of the Bureau of Shanghai World Expo Coordination

Exploring the theme of Shanghai Expo Brand

Po Cheung, Managing Director of Future Brand China

Value of Branding

Prof. Dr. Zheng Shiling, Member of the Chinese Academy of Sciences, Vice President of Architectural Society China, Director of Institute of Architecture & Urban Space, Tong Ji University

Future and Dreams of the Cities

Yi Jianxiang, Chairman of Beijing Huajia Planning

The Shanghai Expo Brand and Chinese Culture

Jin Dinghai, Vice President of Humanities & Communications College, Shanghai Normal University

Emotional Substance of a Brand

Group Discussion

Panel Discussion Three: Shanghai Expo Brand Communication and Promotion

Huang Yaocheng, Deputy Director General of the Bureau of Shanghai World Expo Coordination

Comparing Communications for the World Expo Brand and a City's Brand

Viveca Chan, Group Chairman & CEO of Grey Global Group China

Comparing Communications Strategies for the World Expo Brand and the Commercial Brand

Andrew Pirie, President Asia Pacific, Weber Shandwick PR Worldwide

Global Communications for the World Expo Brand

Cao Huanrong, Editor in Chief, East China Branch, People's Daily

Communications for the World Expo Brand at the Local Level

Zhang Haichao, Vice President and Senior Editor of China International Television Corporation

Diversity in communications for the World Expo Brand

Group Discussion

Summaries & Close Ceremony

Zhong Yanqun, Full-time Deputy Chairman of Executive Committee for 2010 Shanghai World Expo

Closing Summary