9th International Alliance Conference

13 & 14 November 2014

Hotel Palace Berlin

Budapester Str 45, 10787 Berlin

This unique event brings together manufacturers, global

outsource solutions providers and key opinion leaders in

Health & Beauty to explore growth opportunities.

Delivering Incremental Growth and Profit for Manufacturers

W elcome to Ceuta’s 9th International Alliance Conference at the Palace Hotel and Conference

Centre in the historic city of Berlin on the 13th and 14th November 2014.

This unique annual event is specifically designed to bring together manufacturers, global outsource sales and

marketing service providers (distributors) and key opinion leaders in the Health & Beauty industry to explore

how, by working together, we can create mutual growth opportunities.

In the last twelve months the Consumer Healthcare Industry has seen a significant number of high profile

merger and acquisition announcements as leading manufacturers and brand owners look to increase their

global footprint and increase critical mass/profitability across defined product categories and markets. This plethora of deals will ultimately

lead to larger, more complex brand portfolios with the inevitable challenge of how to optimise the growth and profit potential of the entire

portfolio of assets.

At last year’s conference in London senior global executives from leading manufacturers outlined their need to make smart choices around

the application of internal resources and investment in core categories, brands and geographies. These dynamics are leading to a significant

increase in partnering with proven outsource sales and marketing service providers, like Ceuta, who can deliver cost effective solutions and

assist in the optimisation of sales and profit growth on non-core brand assets.

In on-going discussions with high profile manufacturers and key industry opinion leaders, it has become apparent that Ceuta’s proven

network of Alliance Partners is meeting an industry need with a recognition that the benefits of outsourcing in OTC health and personal care

lies not just in the ‘cost saving side’ of the go-to-market model, but in those key value-added services that contribute directly to building

profitable brand share and asset value. Market expansion and outsource service providers who invest in building their intellectual capital to

provide expertise in selling, driving consumer trial and loyalty and consumer understanding will deliver sustainable top and bottom line

growth for both themselves and manufacturers for years to come. It’s about adding value.

This year’s conference agenda includes a prestigious line up of speakers covering topics such as the global economy, trends in OTC Health &

Beauty, M&A activity, best practice in outsourcing and influencing shopper/consumer behaviour to build brands. We will also be sharing

examples of the significant latent potential that exists in many leading manufacturer’s portfolios and how outsourcing these brands to the

Ceuta Alliance could deliver incremental sales and profit growth.

The team at Ceuta look forward to welcoming you to Berlin on the 13th and 14th November, for what promises to be a thought provoking

and enjoyable event.

Peter Burrows

VP International Business Development and Client Integration

- Why you should attend -

“Congratulations to Ceuta for creating such

an impressive Alliance Network. You have

always demonstrated excellent industry

knowledge and professionalism which is why

I am not surprised by your ability to create

such a unique Alliance” (Senior VP,

Boehringer Ingelheim).

“Great conference with a diverse and

interesting set of speakers and

audience” (Director, HSBC).

“Since working with Ceuta over the past four

years we have launched ColourB4 in over 20

markets including Europe, the US and

Canada. This is a success story on any

level” (Sales & Marketing Director,

Medichem).

“The Ceuta conference has been a great

success. Excellent organisation, varied topics

and some really good presenters. This is a

place to make business” (Global Marketing

Director, Bristol Myers Squibb).

Arrival in Berlin at your convenience. Check in to the Hotel Palace Berlin, Budapester

Str 45, Berlin.

19h00: Welcome drinks, canapés and networking session for all delegates

08h30: Tea / Coffee

08h45: Welcome Address and Itinerary

The Conference Chairman - Keith Garrity, will open proceedings and outline the two day

programme.

09h00: Alliance Update and Key Note Address

Peter Burrows - Vice President International Business Development &

Client Integration at Ceuta Holdings Group, will deliver a key note

address, updating the group on developments within the Alliance,

progress on Ceuta’s investment strategy and how this will benefit all stakeholders as

manufacturers increasingly gravitate towards global outsource service providers to achieve

optimal performance across their brand portfolios and markets.

09h30: Global Economic Outlook

Purvi Amin - Director at HSBC Bank Global Consumer Division, will set the

scene by delivering a global economic update outlining how the world is

slowly recovering from one of the worst economic downturns in living memory. Purvi will

also share insights around where the growth is and how the macro economic climate may

affect investment decisions within the Health & Beauty industry.

10h00: Trends, Opportunities and Innovation in OTC Health & Beauty

Robert Buckeldee - OTC Client Director will present a global overview of

the OTC Health & Beauty sector, highlighting key trends across categories, regions and

manufacturers. Robert will also share insights and examples of how well-executed

innovation is driving growth within our industry.

Thursday 13 November 2014

Wednesday 12 November 2014 10h30: M&A Trends within the Consumer Sector

Ben Perkins - Head of Consumer Business Research at Deloitte LLP will present on the M&A

perspective on the consumer through an analysis of recent market activity, insights into what is

really driving the consumer behaviour and identifying key themes and macro consumer trends.

Focusing on the consumer healthcare sector, Ben will also look at how these consumer trends

have influenced M&A activity and identify some key areas of focus for the future.

11h00: Tea / Coffee Break

11h40: Portfolio Management and Value Creation

Fuad Sawaya - Co-founder and Managing Director at the New York

based investment bankers will share an insightful presentation highlighting the latent potential that

exists in many leading organisation’s portfolios. Fuad will share case studies of how non-core or

orphan brands have been acquired by small to medium sized organisations (often backed by private

equity) and re-engineered to generate superior shareholder value. Fuad will also explore how

retaining and outsourcing these brands to a service provider such at the Ceuta Alliance could help

companies maximise the potential of their entire portfolios.

12h10: The Evolution of Outsource and Market Expansion Services in the USA

John Shulman is on the Board of Directors of Advantage Sales and Marketing

and will share insights into how US manufacturers needs and requirements

of oursource services has changed over the last ten years, and how, by working in partnership,

service providers continue to add value to manufacturers. This insightful and thought-provoking

presentation will stimulate discussion on how these trends will impact on our industry in the future.

12h40: Extended Lunch Break and Networking Session

14h00: Engaging with Global Retailers

Tony Foreman is Senior Director at Alliance Boots and also CEO of Almus

Pharmaceuticals, the generic division of the Group. Tony has been in the industry

for 27 years and will deliver a summary review on the structure and ambition of

one of the world’s leading and highly respected wholesale, pharmacy and drug chain retailer. This

insightful presentation will take a look at how manufacturers should look to engage with a global

business like Alliance Boots and Walgreens, outlining how close collaboration can create mutual

value. Tony will explore the benefits to chain retailers of working with high quality market

expansion service providers such as Ceuta and its Alliance members.

Friday 14 November 2014 14h35: Shopper Science - Leading Edge Shopper Research

Crispin Haywood - GSK Shopper Science Lab Director will share

insights into ‘the most advanced shopper insight facility in the

world’. GSK’s Shopper Science Lab is designed to provide in-depth understanding of how

and why shoppers make decisions and what influences their choices in both pharmacy and

mass-market environments.

15h10: Exploring the Pharmacy Environment and Shopper Behaviour Insights

In this light hearted, insightful presentation, Trevor Gore - Global

Healthcare Training Manager at RB will share insights into the

pharmacy environment, exploring how pharmacy and counter

assistants view their role with customers and manufacturers.

Trevor will also explore how customers engage with the pharmacy environment and how

this differs from other retail environments.

15h45: Tea / Coffee Break

16h15: Getting Fit to Trade - The Role of Category Strategies and Beyond

Bridgethorne (part of the Ceuta Group) have a global reach in

Shopper Insight and Category Management to retailers such as

Walmart (USA), Coles (Australia) and Tesco (Asia), therefore having an insight into global

trends and market challenges. The market environment in which we operate seems to be

getting more challenging. Patrick Finlay will contend that in our drive to try to do

everything to address these challenges, we actually succeed in doing nothing. That the

secret to success lies in sticking to the basics and doing the simple things even better in

the areas of Category Strategy, Strategic Shopper Management and Online.

16h45: Summary of the Day and 2015 Venue Announcement

THURSDAY EVENING– Ceuta Sponsored Dinner

18h30/45: Meet in the foyer bar of the hotel for drinks.

Buses will depart the hotel promptly at 19h15 for dinner the Berliner Dom Terrace which

provides a stunning view of the Berlin Cathedral in the background.

08h30: Welcome Address and Itinerary

The Conference Chairman - Keith Garrity - will open proceedings and outline the agenda for Day Two.

08h40: Successful Outsourcing - A Manufacturer’s View

Duncan Kettles - Head of Consumer Healthcare Care UK & Ireland will share

with the group Sanofi’s rationale for utilising outsourced services, outlining how working with a distributor

partner is delivering improved performance and ROI for their business. Duncan will also touch on the key

qualities and core values Sanofi expect of a high quality sales and marketing service provider.

09h15: Effective Distributor Partnerships - Challenges and Experience of Fisherman’s Friend

Kieran Ryan is Managing Director at Impex Management, the company responsible for

building the global presence of the Fisherman’s Friend brand which today is available in

over 100 countries. The strategy was to identify and then work closely with independent

distributors on a long-term basis. Kieran will share his experience of the challenges and successes of

managing a global brand and what he considers are the key elements for success in partnering with

distributors.

09h50: Leadership and Performance - Next Generation Leadership

Paul Bennett, Director of Executive Education at the University of Southampton will deliver a thought

provoking session which explores the case for a shift in leadership behaviours to ensure they are fit

for the evolving business environment. Paul will explore one of the key aspects of next generation

leadership which is the understanding that human key performance indicators create trust and drive

sustainable success.

10h25: Summary of Conference - Keith Garrity

10h35: Tea / Coffee Break

CLOSED SESSION FOR ALLIANCE PARTNERS

11h00: New Product and Innovation Opportunities

Jeff McMillan - International Business Development Manager will chair the session on NPD opportunities.

The growth and life blood of any organisation is new business and this session offers Alliance Partners the

opportunity to review new innovations and product opportunities for their companies.

13h30: Buffet Lunch and New Product Exhibition / Networking Session

Purvi Amin is a Director at HSBC in the Global Consumer Group, based in London, responsible for coverage of the Consumer Health, Household and Personal Care sectors globally. Purvi has worked on a range of transactions, including equity raisings, M&A and acquisition financing in both developed and emerging markets. Purvi graduated with a BSc in Economics from the London School of Economics in 2005.

Purvi Amin : HSBC Bank

Director - Global Consumer Division

Ben Perkins : Deloitte

Head of Consumer Business Research John Shulman : JCP

Founder / Managing Partner

Robert Buckeldee is OTC Client Director at Nielsen and operates within the European Innovation Practice Area. Following graduation in Biochemistry & Physiology, Robert has worked in the market research industry on both agency and client side for the last 30 years. At Nielsen, Robert has worked across the business in client management, marketing, operational and business leadership roles, and has led global client engagements across a number of the top Nielsen clients. He has extensive experience working with Consumer Healthcare clients and industry organisations. .

Robert Buckeldee : Nielsen

OTC Client Director

Tony Foreman : Alliance Boots

Senior Director & Chief Executive Officer

Fuad Sawaya : Sawaya Segalas

Managing Director

Tony Foreman currently holds the positions of CEO Almus Pharmaceuticals Ltd and Senior Director Alliance Healthcare, part of the leading international pharmacy-led health and beauty group, Alliance Boots.

Tony has served over 27 years in the pharmaceutical industry. His current responsibilities include the development of Alliance Boots own brands Almus Generics and Alvita Patient Care in new markets and global sourcing for generic prescription medicines, surgical and diagnostics products. He has total responsibility for the Group’s Generic Strategy.

Ben Perkins is the Head of Consumer Business Research at Deloitte and is responsible for their programme of research and thought leadership across key consumer business sectors. Ben has over 15 years’ experience in the consumer and market research industry producing thought leadership covering global consumer and market trends, the retail sector and brands and manufacturers. Prior to joining Deloitte, Ben was the Global Research Director at market research and consultancy firm Mintel, driving their insight and thought leadership programme and managing a team of global category experts across the CPG, Ingredients, Household and Beauty and Personal Care industries

Prior to forming JCP, John Shulman was a Managing Director at Allied Capital Corporation from 2001 to 2009 where he was a member of the Management and Investment Committees.

John currently serves on the Boards of Directors or Managers of Advantage Sales & Marketing LLC, Amerex Group LLC, Ceuta Group, Cranford Pharmaceuticals and Voss of Norway ASA. He is a member of the Board of the National Aquarium Institute, and is a former Board Member of Junior Achievement of Greater Washington and of the Boys and Girls Clubs of Greater Washington. John holds a B.S. degree in Finance from The McIntire School of Commerce at the University of Virginia and he attended the London School of Economics.

Fuad Sawaya is Co-Founder and Managing Director of Sawaya Segalas & Co, LLC. Fuad brings 25 years of experience advising some of the most respected consumer companies on M&A and Strategic Financial Advisory Assignments. Prior to Sawaya Segalas, Fuad’s career began at PaineWebber Inc. 1986 in its Mergers and Acquisitions Department where he worked as a generalist on many of the group’s most important assignments.

Crispin Haywood (MBA) : GSK European Shopper

Science Lab : Laboratory Director

Paul Bennett : University of Southampton

Director of Executive Education

Prior to joining Southampton University, Paul Bennett held several senior management roles at Henley Management Business School, including Director of The Henley Partnership and Director of the Advanced Management Programme where he delivered tailored development solutions across a number of key business sectors. Paul is a regular columnist in “Management Today” on Leadership and Management topics and is currently researching the responsible leadership agenda.

Kieran Ryan is the Managing Director at Impex Management Company Ltd and is responsible for the global sales and marketing of Fisherman’s Friend. He has worked with Fisherman’s Friend for over 25 years in a variety of roles and has a vast experience of working with distributor partners in building a brand. Kieran is based near London and travels extensively.

Kieran Ryan : Impex Management Company Ltd

Managing Director

Crispin Haywood is the Director of the GSK European Shopper Science Lab, based in London.

Prior to joining GSK in 2012, Crispin spent two years as the Shopper Marketing Planning Director at Ogilvy Action and 13 years at P&G where he undertook various roles across consumer shopper insights and category management.

Crispin now heads up the GSK Shopper Science lab, which is a world class collaboration and shopper research facility that utilises state of the art biometric eye tracking technologies, virtual reality range reviews and store testing capabilities.

Duncan Kettles : Sanofi Consumer Care UK

Head of Consumer Healthcare UK & Ireland

Duncan Kettles has been the Head of Consumer Healthcare at Sanofi since 2010, initially to develop the growth strategy for the UK and latterly also for Ireland. Prior to joining Sanofi, Duncan was Managing Director at US Nutrition and was responsible for the set-up and development of the European sports nutrition business for five years. Before that Duncan was Trade Marketing Director at Roche Consumer Health.

Trevor Gore : RB (formerly Reckitt Benckiser)

Global Healthcare Training Manager

Trevor Gore has worked in a number of Pharmacy education roles for over 18 years. His career began in retail pharmacy before moving into sales & marketing roles with a number of leading Pharma companies. He has a BSc. Hons. in Behavioral Psychology and has delivered courses to pharmacists on communication, team building, negotiating, leadership, engagement & motivation as well as shopper psychology. Trevor has a wealth of experience in speaking at international conferences, as well as lecturing at universities, and coaching senior managers within the industry. In 2011 Trevor was awarded honorary membership of the Royal Pharmaceutical Society of Great Britain for his service to pharmacy education.

Patrick Finlay : Bridgethorne

Marketing and Strategy Director

Patrick Finlay’s 20+ years experience in Blue Chip FMCG Companies has comprised Category Management, National Account Management, Trade Marketing and Consumer Marketing. His broad range of commercial skills have been applied to products ranging from sausages to confectionary to pharmaceuticals. Patrick leads Bridgethorne’s marketing and strategic development in addition to the shopper on-line and insight teams. He is passionate about success at the Point of Purchase.

Peter Burrows : Ceuta Holdings Ltd:

Vice President International Business Development &

Client Integration

Peter Burrows has over 29 years’ experience within the OTC Health & Beauty sector, initially gained through several senior commercial and international roles with blue chip organisations such as Wyeth Laboratories, Roche Consumer Health and the Ceuta Group. In June 2005 Peter joined Ceuta with a remit to internationalise Ceuta’s service offering through the creation of the International Alliance. Peter has recently been appointed as Vice President International Business Development & Client Integration for Ceuta Holdings Ltd to support the Group’s global investment strategy. Peter.burrows@ceutahealthcare.com Mobile: +44 7740957740

Keith Garrity has 25 years’ experience in the Consumer Healthcare industry and has been with the Ceuta Healthcare Group for the past 10 years, previously spending 15 years with Wyeth Consumer Healthcare. Keith has had wide commercial exposure to all trading channels, leading the Ceuta UK retail national account team prior to joining the International Team 5 years ago. Keith has recently been appointed Director of International Business Development with the remit of continued growth and development of the Ceuta Alliance along with both client/partner management and new business development. Keith.garrity@ceutahealthcare.com Mobile: +44 7740957789

Keith Garrity : Ceuta International Alliance:

Director of International Business Development

Jeff McMillan : Ceuta International Alliance

International Business Development Manager

Jeff McMillan has 25 years experience in the FMCG industry in sales and marketing and has worked in a number of major blue chip organisations such as Nestlé and Colgate. Jeff joined Ceuta in 2008 and moved into the International Department in 2009 working on new business development and launching brands into 21 international markets. Jeff has also held positions in operational management and ran his own food manufacturing company for three years. Jeff.mcmillan@ceutahealthcare.com Mobile: +44 7825171222

Lahra Fox International Administrative Assistant lahra.fox@ceutahealthcare.com Office: +44 1202 449783

Michael Augusti International Business Development Manager michael.augusti@ceutahealthcare.com Mobile : +44 7740957759

Paul Widdop International Business Development Manager paul.widdop@ceutahealthcare.com Mobile : +44 7834115692

Delegate Dinner

Our dinner venue, the Berliner Dom Terrace, is graced with a futuristic glass roof and provides a stunning view of the Berlin Cathedral in the background. Next to the Terrace stands the 25 metre high Aquadom, the largest cylindrical freestanding fishtank in the world containing over 1 million litres of water, a coral reef and hundreds of stunning fish. You will be able to take a breathtaking ride inside the Aquadom before dinner.

Berlin

Twenty five years after its post-wall rebirth, Berlin is a scene stealing combination of grit and glamour, teeming with top museums and galleries, grand opera, clubs and gourmet temples. This is a town where you will find history staring you in the face every time you turn a corner. Perhaps it’s because of its heavy historical burden that this fascinating city is throwing itself into tomorrow with such contagious energy.

Hotel Palace Berlin

The contemporary and central Hotel Palace Berlin overlooks the Tiergarten Park and the Berlin Zoo, five minutes from the train station and close to the shopping district of Kurfurstendamm. The hotel boasts a spacious gym and spa with swimming pool, jacuzzi, sauna, solarium and ice-cave. The hotel has soundproofed bedrooms with classically modern décor and also boasts the Michelin starred First Floor Restaurant.

Conference Co-ordination and Organisation For all queries about the Alliance Conference please contact Lorian Pitman

email lorian.pitman@ceutahealthcare.com | telephone +44 1202 449709

Ceuta Healthcare, Hill House, 41 Richmond Hill, Bournemouth, BH2 6HS, United Kingdom

www.ceutahealthcare.com | www.ceutaalliance.com