Business as UNusual Energy Marketing Event Singapore

Energy supply chains are experiencing a seismic shift.

The old certainties are evaporating and new patterns are emerging. Fast.

The brand equity that once guaranteed a place at the table is losing power. New entrants are making it onto, and sometimes dominating, the tender lists formerly featuring only established players.

Buyers are moving faster, researching earlier, and forming views on suppliers before anyone picks up the phone. Being established is no longer being the assured choice any more.

Learn how to capitalise on, or defend against, this reconfiguration of the market at Business as UNusual Singapore on 16 October 2026.

Hear from Fifth Ring's Managing Director, Jennifer Maclennan, LinkedIn experts, the EIC and Bureau Veritas as they explain the dynamics behind this shift, and share their take on what winning new work now genuinely requires.

This event will give you a clear picture of the new direction you must give your marketing and sales teams to ensure you win in this new landscape.

If you’re still operating with a ‘business as usual’ mindset, you cannot afford to miss this.

Why attend.

Attend if you want to know why the businesses your buyers are researching this quarter might not include yours.
This event is for you if your business still wins work on relationships and reputation, and you want to know how long that will last.
Attend if your buyers now start their research in search and AI tools, and you have no idea what those tools currently say about you.
This event is for you if marketing still reports upward as a cost centre rather than sits at the table as a commercial function.

Attend if you want a straight answer on what winning new work now actually requires in energy, not another marketing trends session.

LP IMAGE - FRAs EVENT Business as UNusual Singapore 2

KEYNOTE

Jennifer Maclennan

Group Managing Director
Fifth Ring

Jennifer Maclennan is Group Managing Director of Fifth Ring, the global B2B marketing agency built on more than 30 years in the energy sector and the supply chain that serves it. She leads the business across Aberdeen, Houston and Singapore, setting the strategy that shapes how the agency serves clients in energy and other complex, highly regulated markets.

Jennifer began her career in journalism in Europe's energy capital, joining Fifth Ring in 2016 and taking up the Group Managing Director role in 2024. She also sits on the executive board of BBN, the world's B2B agency.

In her keynote, she sets out how buying decisions are shifting, and what that means for businesses competing for work in this market.

PANELIST

Ts Syed Saggaf Syed Ahmad

Regional Director for Asia Pacific
EIC

Syed Saggaf currently heads the Energy Industries Council’s (EIC) activities across the Asia Pacific region from the organisation’s Kuala Lumpur office. In this strategic role, he supports EIC members and strengthens the Council’s presence and influence across one of the world’s most vital and dynamic energy markets.

Previously, he served as Chief Executive Officer of the Oil and Gas Division at Shapadu Group, overseeing operations across both upstream and downstream sectors, including the management of marine assets. He also held the role of Executive Director at Shapadu Energy Sdn Bhd and Shapadu CR Asia Sdn Bhd, a subsidiary focused on downstream maintenance and turnaround services.

He brings the sector-wide view: where new work is emerging across the region, and who's winning it.

PANELIST

Surachet Tanwongsval

Executive Vice-President, Asia Pacific
Bureau Veritas

Surachet Tanwongsval is the Executive Vice President for Bureau Veritas’ Asia Pacific region. Based in Singapore, he brings more than 20 years of international leadership experience spanning global business management, strategy consulting, technology and industry development.

Surachet previously held senior leadership roles at Ecolab and Henkel, and had worked with McKinsey & Company and Schlumberger across Asia and the United States. He is recognised for developing diverse, high-performing leadership teams and fostering collaboration, operational excellence and customer focus across regions and functions.

At the forum, he offers a commercial leader's view of how supplier reputation and visibility across Asia Pacific shape decisions well ahead of procurement.

Session Agenda.

8.30 | Arrival, breakfast and networking

Arrive, connect and set the context ahead of the session. Breakfast will be served.

9.30 | Welcome

Debbie Ho, Fifth Ring

9.35 | Keynote: Business as UNusual - Energy

Jennifer Maclennan, Fifth Ring

9.55 | Panel Introduction

Host introduces respondents and framing.

10.00 | Panel Responses

LinkedIn, EIC and Bureau Veritas.

10.45 | Facilitated Q&A

Full panel, open audience questions.

11.15 | Closing remarks

Close and networking.

12.00 | event ends

16 October, 8.30am - 12.00pm
LinkedIn Singapore Office