Tim Harford to lead the 2012 speaker line-up at PHD BrainScape

Set to take place on November 13 at the Jumeirah Beach Hotel Conference Centre, the third edition of the communications planning network's annual conference will feature Tim Harford, author of "The Undercover Economist", "The Logic of Life" and "Adapt".

After illustrating what has changed, Harford will explain how adaptive thinking and 'trial and error' are processes that deal with unpredictability and complexity. The conference will also have a presentation by Chad Dick, partner at eatbigfish, the London-based marketing consultancy with whom PHD has produced a book on challenger brands, "Overthrow". He will bring to light the new generation of challengers from the last ten years and expand the categorization of a challenger brand, focusing on the dominant profiles in the audience. Dominic Harrison, head of global trends at the Future Foundation, will be addressing the 200-strong audience of marketing professionals on five salient consumer trends that will radically alter the way brands interact with them.

"Today's marketplace is changing so fast that questions are replaced by new ones even before they can be answered," argued Elda Choucair, general manager of PHD. "BrainScape is the opportunity to look beyond today and anticipate our common future with all our stakeholders. With our speakers' contribution, we aim to create a fresh new conversation about the most valuable steps to take together."

PHD has partnered with RMS and Kassab, two forward-thinking media companies, to produce the 2012 edition of BrainScape.