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CHARGE Energy Branding – A global event in Reykjavik, Iceland. September 24-25 2018. It‘s more important than ever for the energy sector to become more agile, proactive and customer-centric than ever before. Market liberalisation has created opportunities for new entrants, innovation, new energy sources and increased stakeholder interest in energy have radically changed the energy space for good. This has meant radical changes for the business environment of energy companies. The importance of branding energy is more now than ever. Marketing energy has become an important factor for other industries as well as consumers are increasingly becoming aware of the energy used to produce everyday consumer goods. Branding is the strategic philosophy that defines an enterprise and how it engages with stakeholders at any touchpoint. Meet people and learn from peers who are engaged in connecting utilities to the minds and hearts of the consumers.

Join us at a unique energy conference in Iceland, September 24-25 2018.


 Speakers and Moderators

More to be announced

Steffen Syvertsen

Steffen Syvertsen

EVP - Energy Management & Trading, Agder Energi.

Agder Energi Group is one of the largest renewable energy groups in Norway with business in the Nordics and Germany. Steffen is responsible for a number of business areas as EVP for Energy Management & Trading (EMT) I Agder Energi.

The companies in the EMT business area intends to make a contribution towards enabling the green shift by selling clean energy, providing flexibility solutions and optimising decentralised production. Flexibility is offered by accelerating or decelerating production and the rate of consumption.

Steffen has a strong focus on strategy, M&A and innovation and has been responsible for a number of transactions in the energy market together with a partnership in the Open Innovation Lab in Norway which is an initiative together with companies like Norwegian, Storebrand and institutions like Stanford and Berkeley. Steffen has a Global Executive MBA from INSEAD and a Master of Science (Siviløkonom) in Finance and Economics from Norwegian School of Economics and Business Administration (NHH) together with other corporate finance degrees.

Steinar Bysveen

Steinar Bysveen

EVP, Statkraft

Steinar Bysveen holds the position as Executive Vice President; Wind Power, District Heating, Project Delivery and Industrial Ownership in Statkraft. He has been part of the Corporate Management in Statkraft since 2010.

From 2003 to 2010 he was CEO of the industry organisation Energy Norway. His previous positions include managing director of Industrikraft Midt-Norge, as well as various positions in the oil company Saga Petroleum ASA.

Bysveen holds a master degree in civil engineering from NTNU and a degree in business administration from BI Norwegian School of Management.

Dr. Friðrik Larsen

Dr. Friðrik Larsen

CEO - LarsEn Energy Branding

A pioneer of energy branding, Fridrik was the first person in the world to present a PhD. dissertation with a focus on energy branding, Fridrik is the CEO of LarsEn Energy Branding, a consultancy working exclusively on branding for companies within the energy space (www.larsen.energy) and has become a leading authority on branding within the global energy space. Fridrik is passionate about consumer-centric energy markets and has served on the board of the New York Energy Week and is on the advisory committee for the European Utility Week where he has lead the track on connecting with customers.

While keeping one foot grounded in the professional environment, he keeps his other foot in academia at the Business Department at the University of Iceland and is the author of the first book on energy branding which will soon be published by Palgrave-Macmillan.

Friðrik is not afraid to bring a new approach to the energy sector and is a sought out lecturer and a consultant and has worked for clients from around the globe.

Bruce Stewart

Bruce Stewart

Chief Marketing Officer, Current by GE

Bruce Stewart is Chief Marketing Officer at Current, powered by GE. He elevates Current’s product portfolio, increases demand for their solutions and drive revenue growth.

Prior to joining Current, Bruce served in dual capacity as CMO and Senior Vice President of the Mass Markets business division at Constellation Energy. In his CMO role, he managed the company’s marketing and branding strategy, analytics and corporate sponsorship initiatives, as well as channel partnerships, digital marketing and web services. As the head of the Constellation Mass Market’s business division, he created a new business focused on delivering energy services to consumers that grew rapidly from a start-up to a multi-billion dollar business in five years serving over 2.5 million customers.

Bruce’s experience also includes 20 years of leadership, expertise and innovation with several leading brands and digital platforms. Prior to Constellation, he served as CEO of mobile and digital of KGB, the world’s largest independent provider of directory assistance and enhanced information services, where he had overall global business management, P&L and operations responsibility for KGB’s mobile and digital division. He was also vice president and general manager for Yahoo! Inc.’s Connected Life division, where he served on the executive leadership team providing oversight of Yahoo!’s broadband, mobile and wireless, digital home and PC desktop application businesses in the Americas.

Jim Rogers

Jim Rogers

Ret. CEO - Duke Energy

The first CEO of a major utility to address environmental issues and once named by Newsweek as one of the “50 Most Powerful People in the World”, Jim Rogers is a journalist, lawyer, CEO, author and philanthropist. He currently is a Rubenstein Fellow at Duke University. Jim is co-teaching a groundbreaking graduate seminar entitled: Renewables and the World’s Poor at Duke University.

He was most recently CEO at Duke Energy and served as CEO for almost 25 years in the electric utility industry. He did a series of mergers and acquisitions culminating in the creation of Duke Energy, the largest electric utility in the US. He also owned and/or operated assets in 17 countries in Africa, South Asia, Europe, and Central and Latin America. He has served on the boards of eight Fortune 500 boards. He currently is on the boards of the Aspen Institute, Brookings Institution, The Nature Conservancy, Bloomberg New Energy Finance, among others.

In 2015, he authored “Lighting The World: Transforming Our Energy Future by Bringing Electricity To Everyone” in which he advocates for bringing electricity to the 1.2 billion rural poor through off-grid primarily renewable solutions. He is a co-founder of the Global Brightlight Foundation, which delivers solar-powered lanterns capable of charging cell phones to rural communities around the world. In 2009, Newsweek named him one of “the 50 Most Powerful People in the World.”

Koen Noyens

Koen Noyens

Director Communication & Corporate Affairs, EURELECTRIC

Koen is currently leading the Corporate Affairs and Strategic Communication activities at EURELECTRIC, the association which represents the European electricity industry. Previously, he was managing the European climate and energy unit at EURELECTRIC covering various files, including climate, environmental and renewables policies, carbon markets and power sector innovation.

Prior to joining EURELECTRIC, Koen worked as a Business Consultant for Accenture Belgium in Brussels. He holds a master’s degree in business engineering from the University of Leuven.

Guðni Th. Jóhannesson

Guðni Th. Jóhannesson

President of Iceland

Before taking office as president, Guðni was Professor of history at the University of Iceland. He has taught at the University of Iceland, Reykjavik University, Bifröst University and the University of London. For a few years, he also worked part-time for the Icelandic State Broadcasting Company as a reporter. Guðni has written numerous books on modern Icelandic history, including works about the Cod Wars, the Icelandic presidency, the late Prime Minister Gunnar Thoroddsen, a book about spying in Iceland, a book about former President Kristján Eldjárn, and a book about the 2008 banking collapse. He has also written dozens of scholarly articles and newspaper articles. He has received a variety of recognition for his works, and in 2017 he was awarded an honorary degree by Queen Mary University.

Guðni graduated from secondary school in 1987 in Reykjavík, then studied history and political science at Warwick University in England and finished his B.A. degree in 1991. He studied German at Bonn University in Germany in 1991-1992 and Russian at the University of Iceland in 1993-1994. Guðni graduated with a master’s degree in history from the University of Iceland in 1997. He studied at Oxford University in England and graduated with an M.St. degree in history in 1999. In 2003 he completed his Ph.D. in history from Queen Mary, University of London.

Guðni is married to Eliza Jean Reid, whom he met while they were both studying at Oxford University. Eliza is from Canada and studied modern history at Oxford University and international relations at Trinity College, University of Toronto. Guðni and Eliza have been living in Iceland since 2003. Their children are Duncan Tindur (b. 2007), Donald Gunnar (b. 2009), Sæþór Peter (b. 2011) and Edda Margrét (b. 2013). Rut (b. 1994) is Guðni’s eldest child, from his previous marriage to Elín Haraldsdóttir, business administrator and artist.


Mark Kenber

Mark Kenber

CEO - Mongoose Energy

People are at the heart of the Mongoose Energy which drives community energy projects around the UK, helping local communities to gain ownership and control over the energy they generate and use, and make sure they receive the financial, social and environmental benefits it creates.

Mark joined Mongoose Energy in July 2016 after twelve years at international NGO, The Climate Group, including five as CEO. Mongoose Energy is a company that manages and finances community energy generation. With a background in development and environmental economics, Mark has worked across various areas of environmental and climate policy, with a particular focus on the use of economic instruments in the pursuit of sustainable development. His career to date has included spells with Fundacion Natura in Quito, as climate change advisor to the Ecuadorian government, at WWF International’s climate change programme and as lecturer at both the Catholic University in Quito and the Institute of Development Studies in the UK.

Highlights of his career include: founding the CDM Gold Standard and Verified Carbon Standard; overseeing the establishment of the RE100 and EP100 platforms; being a co-founder of the We Mean Business Coalition; creating the Ecuadorian National Climate Change Office; and designing Ecuador’s first economic instruments for industrial pollution control.

He lives in Brighton with Gioconda, Natasha (daughter) and Poppy (dog who believes she is also a daughter), is a season ticket holder at Brighton and Hove Albion, active in local politics and an avid walker and concert and theatergoer

Rosemary Steen

Rosemary Steen

Director - External Affairs, Eirgrid

Rosemary was appointed Director of External Affairs in July 2015 having previously held the position of Director of Public Affairs since joining EirGrid in 2014. Rosemary also serves on the board of the AsIAm charity organisation. Rosemary has extensive Corporate Affairs, Government Relations and Corporate Social Responsibility experience from the Telecommunications, Utilities and Business Industry Body sectors. She has previously held senior positions in Vodafone, Shell and IBEC. Rosemary has a BA in Economics and Philosophy from Trinity College Dublin, an MBS in Logistics and Manufacturing from University College Dublin and a Postgraduate Diploma in Legal Studies from Dublin Institute of Technology.

Jacob Benbunan

Jacob Benbunan

CEO, Saffron Brand Consultants

Jacob founded Saffron and was immediately joined by his mentor and friend Wally Olins –
the man who invented brand strategy.
He champions the global, multi-cultural and one-team approach that Saffron embraced
since day one. Previously, Jacob worked for 9 years at Wolff Olins and was part of the
team that created the iconic telecom brand Orange.
At Saffron, he’s led a number of high-profile engagements including the creation of
Vueling, Akzo Nobel, A1 Telekom Austria as well as the rebrand of Bankinter and Swiss
Re. He spearheaded the expansion of Saffron from two head offices (Madrid and London)
to the global presence it has today.
An engineer by training, Jacob speaks English, French and Spanish, and graduated with a
B.S. and M.S. from Boston University. When he is not keeping the lights on at Saffron, he
is a frequent media commentator on issues related to brand including sitting on the
Cannes Lions design jury. He never complains when he’s forced to travel in style but has
no hesitation jumping into a Mumbai taxi during a monsoon.

James Ellsmoore

James Ellsmoore

Director and Co-Founder, Solar Head of State

James Ellsmoor is Director and Co-Founder of Solar Head of State (SHOS), a nonprofit working to promote renewable energy worldwide through iconic and high-profile rooftop solar installations and coordinated public education programs. SHOS currently has a focus on the Caribbean and Pacific island regions and will this year install solar on Jamaica House, the official residence of the Jamaican Prime Minister.

James is an entrepreneur passionate about renewable energy and sustainable development and his work aims to bring together private, nonprofit and government entities together to advance the role of renewable energy worldwide. His key area expertise is sustainability innovation and entrepreneurship in rural, remote and island regions. He has experience living, working and traveling in over 40 countries and has worked with government, private and nonprofit sectors. James has experience in international politics working with the Seychelles Delegation to the UNFCCC COP23 and as an observer to the United Nations Climate Technology Centre and Network. His academic research focuses on the role of SIDS renewable energy targets in international climate negotiations, involving extensive fieldwork in the Pacific and Caribbean regions. In 2017 he was recognized by Forbes Magazine’s 30 Under 30 in Energy and by Richtopia as one of their top 20 young entrepreneurs.

Henrik Øinæs Habberstad

Henrik Øinæs Habberstad

Global Creative Director - Statoil

Henrik is the global creative director at Statoil, responsible for creative strategy and creative excellence across all markets and channels. Henrik joined Statoil and the energy business in 2012 after a long life in the advertising industry in Norway working with brands like TINE, SAS and the Norwegian defence. He also has experience from Telenor where he was the international brand manager for djuice and part of the team setting up and running the global Telenor Brand Academy. Henrik is a frequent speaker on branding, reputation and creativity in Norway. Besides work, he is passionate road cyclist and cross-country skier. Henrik has been to Iceland a couple of times and loved it.

The CHARGE Awards

The World‘s Best Energy Brands


The main purpose of the awards is to draw attention to the necessity of good branding in a rapidly changing energy space. One way of doing that is to showcase and honor good brands and recognize the achievements of the minds behind them. For further information on the process, please contact us.

A good brand stands out from the competition and is unique in the eyes of the consumers. It understands its loyal customers, knows how to communicate its meaning and can defend its market share with differentiation. At CHARGE – Energy Branding Conference – energy experts from around the world gather to witness the choice of the world’s best energy brands at the CHARGE Awards ceremony.

The CHARGE Awards Panel

The Panel for the CHARGE Awards consists of professionals with an overview of energy brands around the world as well as insights into how brands connect with consumers. They come from academia, consultancies, associations, solution providers and marketing- and advertising firms. The role of the panel is first to create a shortlist of brands in six categories that have the possibility of becoming finalists for the World’s Best Energy Brands. Finalists are between three to five in each category. The panel will then judge finalists based on cases they turn in for submission.

Akif Papas CGI
Albert Muñoz Jonsson & Le’Mack’s
Alexander Richter ThinkGeo / IGA
Amit Saraogi Oorja Solutions
Arild Soldal Cupit
Ben Parker Utility week live
Chris Oberle Marketstrategies
Debbie Millman School of Visual Arts – Masters of Branding
Dr. Pramod Paliwal School of petroleum management Pt. Deendayal
Jacob Benbunan Saffron Consultants

James Ngomeli Brands and Beyond
Jeremey Hogan Kraft+Toll
Johnny Yamaguchi Dentsu
Karsten Wiedermann BNE
Ken Black Esource
Lorena Skiljan The Blue Minds Company
Mark Coyle UtiliGroup
Matt Judkin Executive Energy Management
Meena Dayak Public Power Association
Nigel Broomhall BreakPoint Consulting
Paddy Young European Utility week

Patrick Hartmann University of the Basque Country
Phil Guiliano BrandActive
Rana Brightman Siegel+Gale
Roberto Zangrandi EDSO for Smart Grids
Rune Kirt Kirt+Thomsen
Stephen Woodhouse Poyry
Stian Madsen Enoro
Tom Emil Olsen Kind
Tronn Skjerstad Skjerstad
Zac Canders Data Capable

Last year’s finalists


Final nominees 2017

2017 Winners







Themes and agenda


Monday – September 24th

Tuesday – September 25th

09:00 Opening Address
Mr Guðni Th. Johannesson
President of Iceland
09:00 Sustainability and the bottom line
09:15 Death of the Utility 10:45 Electric Transportation
10:45 The Space Invaders 12:00 Lunch
12:00 Ice Breaker 13:00 Green is the new Black
12:10 Lunch 14:30 From an Incumbent to an Energy Brand
13:00 Branding from the Inside 15:45 – 22:00 Aurora Networking Excursion
14:30 B2B Communication
15:45 – 17:00 Magnet Workshops
17:00 – 18:00 VIP reception for Speakers and Sponsors
19:00 – 23:00 CHARGE Awards



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The most accessible exotic island in the World!

Find your flight

Accommodation & Experience

Travelling to Iceland

Direct flights to over 30 cities

Located in the Atlantic, midway between Europe and North-America – Iceland is the perfect escape for a one-of-a-kind energy conference. Take advantage of daily flights from major cities directly to Iceland.

The Venue - Harpa

Heart of Energy

The Harpa culture and conference center is situated at a prime location at the waterfront of downtown Reykjavik. It is the home base for the Symphonic Orchestra and houses both international conferences and music acts. You can find the location and explore the area here


Rest easy

Reykjavik is a small town with a great variety of hotels within a walking distance from the Harpa conference center. Whether you are looking for a cozy Bed and Breakfast, luxury or boutique design – everyone can find something to their taste. Click here to find your accommodation.

Make the most of your trip!

Clear the Bucket-list

An invigorating conference programme, as well as energising networking events and tours, included in the admission price. Some guests arrive early or leave later to make the most of their trip.

Early Bird Registration


Access to proceedings in Harpa conference Hall
Icebreaking excursions
MAGNET Workshops
Networking events
Food and snacks during lunch and coffee breaks
CHARGE Awards Dinner & Ceremony

1.390 EUR

(Regular price: 1.660 EUR)

The Early Bird registration gives a full admission to CHARGE Energy Branding. The offer ends June 30th, 2018 and is subject to availability.


Experience CHARGE

Frequently Asked Questions


Iceland… sounds cold. Should I prepare for snow?

Well, the weather up here is pretty unpredictable but you should not expect any snow. But in mid-late September you could experience some wind or rain. We recommend you check the forecast the day you pack.

What is the Energy Branding Conference?

The Conference is the first of it’s kind in the world. The aim of the conference is to cover issues regarding branding of electricity.

Where and when will the conference be held?

The Conference will be held at Harpa‘s concert hall and conference center in Reykjavík, Iceland. The event will take place in October 2017. The conference program is October 9-10 and an icebreaking excursion will take place in the afternoon of October 8.

Who should attend?

The aim of the conference is to get energy executives to meet and greet and to share, learn and discover energy branding. A secondary goal of the conference is to introduce the industry to marketing and connecting industry leaders with marketing leaders. A portion of attendees come from companies that provide services to energy companies as well as companies that want to learn more about how energy can contribute to their image and create a significant value for their brands.

Is there a dress code?

Neither strict nor formal. We recommend business casual since you will do a lot of sitting.


Do you have an Early Bird discount?

Yes we do. The price for Early Bird admission will be 1.390 euros.

Is it possible to buy a ticket for a single day/single track?

Sorry but it is not possible. Admission is only for the whole conference. You can however buy a ticket and attend as many tracks as you please.

Is it possible to register on-site?

It is possible if there will be any tickets available at that time. Price on-site will be 1.920 euros.

How much is general registration

General registration is 1.660 euros.

Transportation & Accomodation

How can I get to the conference center?

It depends on where you stay. You could get there by foot or by a taxi, public transport or by renting a car.

Where is the conference?

The conference will be held at the Harpa‘s music hall and conference center. The Harpa is situated at the old harbor of historic Reykjavik.

Where can I stay?

There is a number of hotels and other accommodations in a walking or short driving distance from the conference center. A list of hotels can be found here.

How can I get to Iceland?

At least 14 international airlines fly to Iceland on a regular basis. Travel time from London is just under 3 hours but just over 5 hours from New York.

Where is Iceland?

Iceland is an island in the Atlantic ocean, midway between N-America and Europe.

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