December 16, 2014 OVERVIEW

FINNANCED BY: PATRON: PARTNERS:

ORGANIZED BY:

FRIENDS:

Content of the Conference: opening remarks , 4 panel discussions, 2 round tables, 2 side events - Partnership fair and Corporate Volunteering Awards

Participants:

over 280 participants 33 speakers 48 representatives of 16 CSOs presented

at the Partnership fair 202 registered participants for

conference sessions

Content overview

Opening addresses: Mr Frederic Coin, President of the Responsible Business Forum Ms Azza El-Abd, Mission Director, USAID Serbia

THE TOP MANAGEMENT PERSPECTIVE ON CORPORATE SOCIAL RESPONSIBILITY Content overview - Panel discussion

Participants: Neven Marinović, Smart kolektiv/Responsible Business Forum; Dimitar Andonov, Marketing operations manager, Coca-Cola Serbia, Montenegro and Macedonia; Stephen Fish, Managing Partner, EY; Dejan Turk, CEO, Vip mobile; Marinos Vathis, President of Executive Board, Vojvođanska Bank. Moderator: Zoran Stanojević, TV journalist, RTS

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THE TOP MANAGEMENT PERSPECTIVE ON CORPORATE SOCIAL RESPONSIBILITY Content overview - Key points

• Responsibility is an integral part of the overall business strategy and represents an important factor of the future success of the company.

• Representatives of the leading companies have an additional responsibility to

promote responsible business, to change things that have a negative impact and to include other stakeholders and partners in this mission.

• The culture of sustainability can only be developed if all employees, following the

example of leaders understand, live and work on a daily basis in accordance with these values.

• Leadership has an important role in ensuring responsibility and sustainability are

seriously understood and accepted throughout the organization.

Content overview - Panel discussion CAUSE RELATED MARKETING - BRAND AND SOCIAL CAUSES

Participants: Bora Miljanović, Director, Represent System; Branka Letica, Marketing director, Vip mobile; Ana Mirković, Executive Director, Digital Communications Institute; Nemanja Brković, Public Relations Manager, Bambi; Tanja Petrović, Senior Marketing Manager, The Coca-Cola Company. Moderator: Nikoleta Kosovac, Liceulice

Content overview – Key points CAUSE RELATED MARKETING - BRAND AND SOCIAL CAUSES

• People do not identify with the company's values or the values of the product, but with the idea. Only those companies, those brands that differentiate themselves in the market in a socially responsible manner, will get sympathy of the audience.

• Once was it enough for the product to meet a functional need. When it was no longer enough, manufacturers have started to think about how to create an emotional connection between the product and the consumer. The next era in marketing will be how to tackle important social issues. Companies will try to tackle them, and those who are successful in this will have the future, those who are not, they will finish their market game.

• Companies are receiving "feedback" from consumers on a variety of topics. From year to year, consumers are increasingly interested in - how the company is socially responsible.

Content overview - Panel discussion CSR IN THE REGION – THE BEST EXAMPLES, TRENDS AND CHALLENGES

Participants: Maria Alexiou, CSR Senior Manager, Titan Group, Greece; Nikica Kusinikova, Executive director, Konekt, Macedonia; Milica Stefanović, Senior Public Affairs and Communications Manager Serbia, Macedonia, Albania, Montenegro, The Coca Cola Company; Marina Savić, Head of Communiactions for Serbia and Macedonia, Atlantic Group. Moderator: Biljana Dakić Đorđević, Executive director, Trag Foundation

Content overview – Key points CSR IN THE REGION – THE BEST EXAMPLES, TRENDS AND CHALLENGES

• Over the years, there are increased CSR practices in the region in different areas such as employee and consumer relations, community engagement, but it seems that there is still a lack of strategic approach to CSR.

• From the other side, when we talk to companies, we don't hear anymore that CSR

is about giving something from your profits. Now companies and CEO's know very well that CSR is about doing the right thing, thinking the right way.

• Now is time to turn words into practice.

• Single company, no matter how big it is, no matter how powerful it is, or how responsible it is, cannot bring change towards more responsible market. Cooperation among different sectors is crucial and only by working together in partnership we can come to solutions.

Content overview - Panel discussion SUPORTING FUTURE LEADERS – CSR AND YOUTH ENTERPRENEURSHIP

Participants: Ivan Gaćeša, young entrepreneur; Boris Trivan, Programe director, Digital Communications Institute; Jelena Preradović Stevanović, Community relations manager, Philip Morris; Snežana Klašnja, Assistant Minister in the Ministry of Youth and Sports, Ministry of youth and sports; Mirjana Šakić, Expert Associate, Erste Bank; Sonja Jovanović, HR Assistant Director, EY; Dušan Janković, Social Impact Hub Belgrade, Aleksandar Šćepanović, Hostel Montana. Moderator: Neda Stanković, Youth Business Serbia/Smart Kolektiv

Content overview – Key points SUPORTING FUTURE LEADERS – CSR AND YOUTH ENTERPRENEURSHIP

• Entrepreneurship development is considered a powerful driver of economic growth and job creation: it creates new companies and jobs, opens up new markets, and nurtures new skills and capabilities. While traditional employment will continue to play a key role, providing avenues for entrepreneurship is necessary part of allowing youth to join the formal economy.

• Large companies recognize their roll in supporting youth entrepreneurship development and many of them have developed entrepreneurship programs as part of their CSR initiatives. Erste Bank provides favorable start-up loans, Philip Morris provides entrepreneurship training and small grants, while Ernst and Young provides training, mentoring and annual entrepreneurship award.

• Entrepreneurship development is elaborated in the new Serbian National Youth Strategy (2015-2025) in more depth comparing to the previous Strategy and will be a priority area for Ministry of Youth and Sport in next 3 years

• Young people in the audience (around 80) showed great interest for entrepreneurship supporting programs and participated actively in the discussion.

Content overview - Round table SUSTAINABILITY REPORTING – TREND OR NEED?

Topics: Why sustainability reporting is increasingly gaining importance? What challenges are facing companies in Serbia when reporting? What are the expectations of stakeholders and how to respond through a sustainability report? What brings the new version of the GRI guidelines? Participants: Representatives of companies with reporting practices and stakeholders Moderator: Svetlana Damnjanović , Smart Kolektiv

Content overview - Conclusions SUSTAINABILITY REPORTING – TREND OR NEED?

• CSR reporting does not only allows the promotion of the achieved results, but also allows redesign and evaluation of the company's strategy associated with the key socio-economic and environmental challenges.

• In order to successfully implement the process of CSR reporting in the company,

essential is support from the top management, as well as the active involvement of representatives of all sectors in the company.

• Consultations with stakeholders during the preparation and upon publication of the

report are crucial for its quality.

• CSR report should provide transparent and balanced information with respect to progress against sustainability targets.

Content overview - Round table COOPERATION BETWEEN COMPANIES AND SOCIAL ENTREPRISES

Topics: Which challenges are facing both sides in achieving cooperation? Which products and services can be procured from the social enterprise? What companies and social enterprises should improve in order to develop and maintain successful partnerships? Participants: Milana Milošev, Coca-Cola Hellenic; Sonja Dakić, Daj-daj social enterprise; Mirjana Šakić, Erste Bank; Nikoleta Kosovac, Liceulice. Moderator: Ivana Stančić, Smart Kolektiv

Content overview – Conclusions COOPERATION BETWEEN COMPANIES AND SOCIAL ENTREPRISES

• Various forms of cooperation already exist and there are a number of companies that recognize the importance of supporting social enterprises. However, there is still space for improvement of this cooperation and wider promotion of the concept among other companies.

• Social enterprises need to be innovative and creative in their approach to companies and to approach them with customized offers. In order to be included in supply chain of a company, one should offer good quality of products and services under market conditions.

• Companies should be more proactive in promoting the concept among other companies that they cooperate with, among their employees and consumers, and in this way additionally support social economy.

• Companies should develop more strategic approaches with regard to SE, reduce procurement procedures or provide additional benefits to SEs, in order to enable a greater number of social enterprises to become part of their supply chains.

Content overview – Partneship Fair

Partnership Fair is aimed to support interaction among companies and organizations. 16 selected organizations and social enterprises participated at the Partnership fair.

Content overview – Partneship fair Fair participants:

Content overview – Partneship fair

Partnership proposal catalogue with 25 partnership presentations was distrubuted at the event.

Content overview – Corporate Volunteering Award Ceremony

H.E. Swedish Ambassador Christer Asp hosted an award ceremony at the Swedish Ambassadorial Residence in Belgrade for the 2014 Corporate Volunteering Award, which is this year dedicated to flood relief activities. This year's winners are: Erste Bank, Societe Generale Serbia, Coca-Cola System, Philip Morris, Lafarge BFC, GSK, Straus Adriatic, Eurobank, Delta Holding and Meris.

Publications distributed at the event

• Responsible Business Forum Broshure

• Partnership fair – promotional cataloque

• Flood Relief Donations – one pager

• Guide to successful partnerships

• Guide to social entrepreneurship

• Responsible Business Forum members’ CSR reports

Social media campaign #CsrForumBg • Intensive social media campaign from November 11 to December 12, promoting

partnership fair and conference; • Good reach of conference follow up on Forum za odgovorno poslovanje facebook page.

Promotion – direct mailing #CsrForumBg Save the date invitation and invitations for each of conference sessions to targeted audience

over 2000 stakeholders on mailing list

Media coverage

Media communication timeline: • Partnership fair - call for applicants –

announcement (November 21, 2014); • CSR Forum – announcement (December

10, 2014) • CSR Forum – invitation for media

representatives (December 12 and 15, 2014)

• CSR Forum – press release (December 16) • Corporate Volunteering Awards - press

release (December 16) Number of press releases: 40 (Print: 6, TV: 4, Online: 30)

THANK YOU!