Representatives of the 12 Kellogg’s distributors from the Middle East countries, along with Kellogg Middle East marketing agency partners, gathered for a daylong development, planning and team-building event at Burj Al Arab and Dubai Autodrome.

The group of more than 100 people participated in presentations and discussions focused on 2007 results, global and regional strategies, and aligning all to the Kellogg’s Middle East business plans for 2008.

Entitled “Formula for Success”, the day’s events addressed issues of strategy, organisation, planning and execution – all themed around Formula 1 racing.

Why this theme? “The link between high performance Formula 1 and a scientific formula for success, as a way to communicate our plans, at the same time having some team building fun at the Autodrome was too hard to resist,” said general manager of Kellogg’s Middle East Martin Tomlinson.

Distributors from Oman, Kuwait, the UAE, Saudi Arabia, Qatar, Bahrain, Jordan, Syria, Lebanon and Yemen were in attendance. Marketing agency partners included OMD, Leo Burnett and Tonic Communications.

Following the morning work sessions, the group moved to the Dubai Autodrome. Team-building activities included a “Pit Stop Challenge”, where teams changed tyres in a race against the clock. Then there was thrilling fun as everyone had a chance to test their driving abilities by running the circuit in a twin-seater A1 race car or Audi A8.

The day concluded with a black-tie gala dinner at the Burj Al Arab ballroom with other partners and VIP guests celebrating the success of the Kellogg Company in the Middle East Region. – TradeArabia News Service