Talk entitled ‘Building the Lebanon Brand’. Fiona Gilmore is the founding partner of Acanchi, a London based independent consultancy which specialises in strategy development for country brands. During a career spanning 25 years, she has advised on communications, strategy, brand positioning, architecture, innovation, migration, internal communication and identity for global leaders such as Vodafone, Unilever, and Armani, as well as a selection of destinations such as Hong Kong, England, and currently Lebanon and Zambia. Fiona has had extensive experience working in China and the region where, among other activities, she has advised the Hong Kong government on the communications strategy for the world’s largest transport infrastructure programme (including the new Hong Kong airport) and how to develop a brand strategy for the country, post handover. Her talk focused on the findings from a recent UNDP project entitled Leveraging the Social and Economic Agenda to building the Lebanon Brand. Fiona is the author of three books: ‘Brand Warriors’, ‘Warriors on the High Wire’ and ‘Brand Warriors China’.