Global Protocol Summit is the annual event promoted by 9 Associations of Protocol Officers. The aim of 2021 edition is to rethink traditional Protocol practices in the new normal, analyze current challenges and new ideas.
The Summit brings together international experts, experienced protocol officers, new talents, public servants, entrepreneurs, diplomats, event managers, researchers, publishers, contractors, and individuals who love Protocol and Etiquette.
Together we will draft a positive Protocol Agenda to address common tasks that our sector faces in the new normal both regionally and globally.
Protocol helps to improve relations between public officials. Without it, mutual understanding between peoples is doomed to aggression and conflict.
Ambassador Extraordinary and Plenipotentiary
of the Russian Federation,
President of the National Association of Protocol Specialists (NAPS)
Ambassador Extraordinary and Plenipotentiary of the Russian Federation, President of the National Association of Protocol Specialists (NAPS)
Mentor of the Center for International Protocol of the Russian Presidential Academy of National Economy and Public Administration (RANEPA).
In 1990, he formed the Russian Presidential Protocol Service, which he led until 2000. From 2000 to 2011, he served as an advisor to the President of the Russian Federation.
Awarded the Order “For Merit to the Fatherland” (4th, 3rd, 2nd Classes), Order of Friendship, Order of Alexander Nevsky, Decoration For Impeccable Service and citations from the President of the Russian Federation.
The Soviet Union, including Latvia and Georgia, Cuba, Russia are among the countries V.N. Shevchenko, a globally minded person open to new opinions, views, approaches and people who created the new Russian protocol was appointed to work. Much of what Shevchenko implemented in the Russian national protocol is still the basis for protocol standards.
Author of such books, as Protocol of the Russian Federation (Protokol Rossiyskoy Federatsii), Protocol of the President of the Russian Federation (Protokol Prezidenta Rossiyskoy Federatsii), Everyday Life of the Kremlin Under Presidents (Povsednevnaya zhizn Kremlya pri prezidentakh). He is probably the only protocol professional, who became a media personality and wrote a book about his work at the Kremlin.
François Brunagel, born in Strasbourg in 1947, has been an official of the European Union for 40 years.
He served in several cabinets (private offices) of Presidents of the European Parliament and he has been the Director of the Protocol Service of the European Parliament for ten years.
Presently he is an ambassador of the Sovereign Order of Malta to the Council of Europe and an expert consultant on protocol issues at the international level.
Chairman of the Heraldic Council of the President of the Russian Federation – State King-of-Arms, Deputy Director of the State Hermitage Museum for Research
Head of the State Heraldic Service of the Russian Federation since 1992. That same year, appointed Deputy Director for Research at the State Hermitage Museum, he had been working since 1969. Heraldry and the Hermitage are two essential lifetime directions for G.V. Vilinbakhov, a twelfth generation noble by birth.
A member of the working group on promotion of the Russian national symbols, he was a father of the laws on the national symbols of the Russian Federation. He maintained the State Heraldic Register of the Russian Federation and established heraldic services for a number of ministries and agencies. Member of the International Expert Working Group on Development of the EEC Symbols on behalf of the Russian Federation. Member of the Presidential Council for Cossack Affairs since 2010. Author of numerous military history and heraldry books. Fellow – Member of the Bureau of the International Academy of Heraldry, Foreign Member of the Royal Swedish Academy.
Official Master of Ceremonies of the Governmental Commission for Reburial of the Remains of the Russian Emperor Nicholas II and the Members of His Family, Executive Secretary of the Interdepartmental Working Group on the Ceremony of Transfer from the Kingdom of Denmark and Reburial of the Remains of the Empress Dowager Maria Feodorovna – Spouse of Emperor Alexander III at the Saints Peter and Paul Cathedral in Saint Petersburg.
He was awarded many state decorations, including the Order “For Merit to the Fatherland” (4th and 3rd Class), Order of Honor, commendations from the Russian President and orders and decorations of Denmark, Italy, the Sovereign Military Order of Malta, Poland, Finland, France and Sweden.
The Vilinbakhov family stems from Philipp Wilenbach, who came to Russia during the reign of Ivan the Terrible (according to other sources – in early 17th century). G.V. Vilinbakhov is the owner of the coat of arms complemented with images of the owner’s decorations and the motto “Bratsy” (“Dear Brothers”). He collects tin soldiers, military music records, loves people and new projects and can recognize any coats of arms of the world.
Ambassador Olaph Terribile is currently Malta's Permanent Representative to the United Nations and other International Organisations in Geneva.
He has served as the personal secretary to the Minister for Foreign Affairs of Malta and as Director of Protocol and Consular Services at the Ministry of Foreign Affairs in Malta for a number of years.
In his 35-year diplomatic career, he served at various missions overseas including Beijing (the People's Republic of China), Riyadh (Saudi Arabia) and London (United Kingdom).
Since 2004, Mr Terribile has been a regular lecturer at Diplo where he lectures on protocol procedures including practical exercises on etiquette. He is also a visiting academic member of staff at the University of Malta where he gives lectures in diplomacy. Mr Terribile holds an MA in Chinese literature from the University of Hebei in the People’s Republic of China.
Protocol adviser, expert in diplomatic protocol and political marketing, member of the Italian Association of Protocol Officers, professional AIIC conference interpreter.
Her portfolio includes +500 conferences and high-level meetings, coordination and protocol coverage of programs for VIP events in Italy and all over Europe. She collaborates with Event agencies, NGOs, Government contractors, PR offices of multinational corporations, Associations, Communication agencies, and Private companies. As a representative of a new generation of protocol experts, she studies new trends in international diplomacy, political communication, and tools of digital diplomacy applicable to the Protocol sector.
Etiquette Expert, Business etiquette and Protocol Coach, Researcher with 30 years of experience.
Business Etiquette trainer at the Executive Office of the President of the Russian Federation, the Center for International Protocol at the Russian Presidential Academy of National Economy and Public Administration, and MGIMO School of Business. Author and facilitator of corporate training sessions for executives and employees of public and private companies.
National Professional Protocol, Image and Etiquette Award winner in the Contribution to Business Etiquette Development in Russia and Contribution to the Profession Development and Promotion categories.
Ms Guil's special highlight is a practical course, titled "Russian and European Etiquette of the XIX Century", developed in partnership with Zinaida Manakina, a Smolny Institute graduate.
Executive Director of the Russian National Association of Protocol Specialists (NASP).
Ms Mikhailova, together with the Chief of the Russian Presidential Protocol, amb Shevchenko hosted Russia's first protocol conference in 1998. Three years after, in 2001, she founded the Business Protocol Agency. She established a Center for International Protocol Studies and Cross-Cultural Communications at the Russian Presidential Academy of National Economy and Public Administration in 2010.
Ms Mikhailova has been working as a personal consultant and protocol advisor to several Russian and Kazakhstan ministers and regional leaders. She has been specializing in protocol coaching since 2014.
Ms Mikhailova is a frequent guest on radio and TV shows. She has an extensive list of articles and publications on Protocol issues.
Director of the Center for International Protocol Studies at the Russian Presidential Academy of National Economy and Public Administration (RANEPA).
Expert in Diplomacy and International Relations (University of Genoa) with a specialization in Social Doctrine of the Catholic Church (Lateran University).
Mr Borgiani works as a protocol adviser and external protocol consultant. He is a guest lecturer at SIOI, ANCEP and many universities in Italy. He is an author of numerous publications, articles and books on ceremonies and protocol. He is appointed as a National Delegate of the Italian Association of Protocol Officers for international relations, events, and professional education for protocol officers. As an external consultant, he provides protocol coverage to different events and ceremonies of the Italian Ministry of Foreign Affairs and public institutions.
Giovanni Battista BORGIANI
An associate professor of China Foreign Affairs University (CFAU). Vice-president of the Beijing Chapter of the International Association of image consultant (AICI), she got Certificate image professional (CIP) of AICI in 2018.
She published more than 40 academic articles, and five books: three monographs and two as editor-in-chief. Jiali Zhou is an expert in the field of Protocol and Etiquette and personal image building in China. She has been teaching Diplomatic Protocol and International Etiquette since 2010 in CFAU. Among her students, there are CFAU graduates, foreign diplomats, government officials, commercial and corporate personnel.
Etiquette specialist and coach since 2015. Author of numerous publications and media articles on business etiquette and good manners. A guest on a radio talk show (Silver Rain station)
She received letters of merit from the Yekaterinburg city administration, diplomas for active participation in the IV and V International Forum and Exhibition "Protocol Service".
Ms Shubina founded the Etiquette Branch in the Russian Association of Protocol Specialists in 2019. This professional platform unites etiquette specialists and provides training programs.
Chief of the diplomatic protocol of the Sovereign Military Hospitaller Order of Saint John, of Jerusalem of Rhodes and Malta (the Government seat is in Rome, Italy) since September 2010.
Fully responsible for all official and diplomatic events, including: Visits of Heads of State, Visits of Heads of Government and Ministers, Visits of high foreign Authorities, Presentations of Credential Letters of Ambassadors, official meetings, international conferences, Audiences to the Diplomatic Corps.
Vice President of the World of Arts Foundation for the Development of Culture, Art and Sports. Winner of the Russian Professional Award in Protocol, Image and Etiquette.
Author and producer of award events within the President's program for Popularization of state symbols in Russia. Initiator and organizer of balls, including the Kremlin Ceremonial Ball, Flower Ball, Lounge Style Ball. Ms Semenets organizes and produces large media projects, public events, theatre and film projects.
Her teams develop image projects and ceremonial events at different locations in Russia, including the Central Exhibition Hall Manezh, the Bolshoi Theater, Olimpiyskiy, Luzhniki, Megasport, Pashkov House, Tavrichesky Palace and Beloselsky-Belozersky Palace.
Founder, trainer and consultant International Protocol & Strategic Networking (The Hague, the Netherlands).
Co-author «An Experts’ Guide to International Protocol. Best Practice in Diplomatic and Corporate Relations». He makes projects in Chicago, Kathmandu, Thimphu (Bhutan), Geneva, Dublin, Brussels, Amsterdam, Hague.
Beforehand, Mark has worked for The Royal Hashemite Court in Jordan (2008-2009), The Royal Household of the Netherlands (2005-2007) and the Protocolbureau in The Hague (1999-2003).
In his most recent position as Head of Protocol of the City of The Hague (2010-2018), Mark Verheul was responsible for the external relations of the city executive with a wide variety of stakeholders in the governmental, diplomatic, social, corporate and academic world, and was advisor for all internal parties on matters related to protocol, intercultural communication, ceremonies, conferences and events. He also represented the mayor on a wide range of diplomatic events in order to strengthen the image of The Hague as international city of peace and justice.
Executive Director of Protocolbureau and the Institute of Strategic Relationship Management.
In 1996 he graduated from the Hotelschool The Hague, one year after starting his first company ‘Protocolbureau‘. Between 2001 and 2009 Jean Paul Wijers worked as Head Usher for the Master of Ceremonies of H.M. Queen Beatrix, at the Royal Weddings and State Funerals. Jean Paul is coauthor of the books Protocol to Manage Relationships Today: Modern Relationship Management Based Upon Traditional Values and Managing Authentic Relationships; Facing New Challenges in a Changing Context, published by Amsterdam University Press in 2020 and 2019. He teaches at the Hotelschool The Hague and at Georgetown Universtiy in Qatar.
Jean Paul WIJERS
International Protocol Consultants (IPC) was established by its founder and managing director, Christine van Heerden, an expert consultant and trainer in the field of International Protocol and Business Etiquette.
As a specialist in this field Christine continues to successfully share her knowledge and experience both nationally in South Africa and internationally especially on the African continent, Middle East (Aljazeera News Station) and Europe (Belgium and Russia). She has been consulting on international protocol, business etiquette, events and ceremonies on presidential and inter-governmental level as well as for the corporate environment in Africa. The expertise of Mrs Van Heerden is acknowledged globally and as a result thereof, has been invited on several occasions by prime news channels as a subject expert.
Christine gained her experience in this field whilst working for the South African government in Washington, D.C. from 1986 to 1990. Following her return to South Africa, she was instrumental in the establishment of a protocol division in a State department reporting directly to the Office of President Mandela. During the twenty three years of its existence, IPC has been of service to a variety of clients, such as Anglo American, Eskom, MTN, Office of the President, Government departments on National, Provincial and local Government level. Apart from training in the protocol field, IPC has also been involved in a consultative capacity at numerous functions and events such as Opening of Power Stations, Mines, African Union, Commonwealth and United Nations Conferences.
Rethinking Protocol in the New Diplomatic, Corporate and Cultural Normal
10.00 – 12.00
12.30 – 14.00
Professional standards and human resource management
KPI of a protocol officer Protocol Office: tasks and structure Protocol departments in Public and Private sectors: challenges and synergies Code of conduct and ethical standards after the digital revolution
Etiquette for modern times
Remote work: challenges of the interconnected world Cross-cultural perspectives on Time Bridging East and West through a dialogue Adding value through etiquette: a language for international communication
HORECA seen as a cultural code
Formal receptions: from history to the modern times The Royal Household of Spain and its Protocol Flag codes and standards
14.00 – 15.00
15.00 – 16.30
National symbols and Evolution of the State
Anthems and emblems in the context of events and ceremonies Flags and fake patriotism: why it is important to regulate the use of national symbols Heraldic Language: different countries, different codes Heraldic Dos and Don’ts
Cross-cultural trends in Etiquette
Handshakes and No-touch greetings in the post-pandemic world Cross-cultural trends in the corporate world: UAE case Omotenashi and the new normal AI vs Human: how new technologies impact our communication Megan Markle phenomena: overcoming cross-cultural conflicts
New service trends in luxury hotels
New ethics, transparency and safety: man vs technology Corporate residencies: hidden issues of homelike service
Time reserved for books and authors: this session will focus on protocol books published in 2020-2021. Authors are invited to present and promote their works. The session will be open to publishers.
Cognitive technologies in Protocol: the invisible soft power Receptions and gastronomic traditions as a communication tool for New Diplomacy Emotions and Protocol Social part of formal events: intrinsic mission and vision
13.30 – 14.30
12.00 – 13.30
Round table: (in-person only, no zoom due to practical cases)
Protocol Office and Leader’s reputation
Golden rules for working with leaders Top protocol errors that led to the fall of political leaders
Global Protocol Award Ceremony
14.30 – 16.00
Modern tools of Protocol Officers
Go digital: technology, trends and safety New trends in gift giving Hybrid protocol events: lessons learnt
16.30 – 18.00
Round table: (in-person only, no zoom due to practical cases)
New ethics and Protocol
Tolerance in the Protocol sector: precedents and solutions Values of generation X, Y, Z and their impact on international relations and protocol norms Inclusivity and Protocol: the new normal
Founder and President of APOREP - the Portuguese Association of Protocol Studies
Business etiquette expert, Member of the Russian Association of Protocol Professionals
Lecturer of the Center for International Protocol of the Russian Presidential Academy of National Economy and Public Administration (RANEPA)
Deputy head of the protocol office in one of the leading banks of Russia.
Specialist expert in etiquette and protocol, fashion and style specialist
Founder and CEO of The Culinary Diplomacy Project
Gary R. Biggs is a founding partner of Protocol Partners-Washington Center for Protocol
CRM Manager EMEA (including Russia) at La Prairie Group
Co-Founder and CeO of Momice
Etiquette trainer, Historian, imagemaker
Public Speaking trainer at the IGRO Company
Consultant at Centre for Protocol Studies, Russian Presidential Academy of National Economy and Public Administration
General Manager of Pacific Partners Tokyo Co., Ltd. (Tokyo, Japan)
Deputy Head of the Republic of Sakha (Yakutia) Government and Administration
President of the Spanish Protocol Association - AEP
Etiquette and business protocol expert
Consultant for government and private sector clients
Founder of the Moscow School of Radio and Television, radio host, broadcaster, business coach, motivational speaker
Communication sciences professional specialized in protocol and event organizing
Founder and CEO of Epiphany
Founder of SMART AND TALENTED, a leading Russian agency for administrative and executive assistants staffing
Head of the Administration Office of Rosselkhozbank JSC Board of Directors
Business consultant in etiquette, cross-cultural communications
Fashion researcher, Journalist, TV presenter
President of the Association of Professional Public Relations of Cordoba (A.C.R.E.P.)
Founder and Co-owner of Lighthouse Management, Lighthouse Technologies, Lighthouse Valuetainment
Dr. Zenebe Tadesse
Associate Professor at the Department of Mass Communications, Peoples friendship university of Russia (RUDN)
Associate professor at the Department of Hospitality and Tourism Business, Plekhanov Russian University of Economics
International Affairs Director at Dubai Electricity & Water Authority (DEWA), Dubai, UAE
Founding Partner of the World Protocol Organization (WPO)
Founder and CEO of «Het Etiquette Bureau»
Head of Corporate Communications at RZD Russian Railways
Marchioness Mita is head of IEPA Rome International Etiquette and Protocol Academy in Rome
Founder of an Etiquette School in Naberezhnye Chelny
Specialist in European etiquette, ETIQUETTE748 Founder
Etiquette coach and expert
Led the service at one of the largest defense contractors
Chief of Protocol of the Tomsk Region Administration, Vice Chairman of the Protocol Committee
Deputy Secretary General of the Russian Association for International Cooperation
Cross-cultural business communications specialist, linguist, language trainer
Juan de Dios
Founder and Director of International Butler School and Protocollum
Head of the Protocol Department at the Office of External Relations, Protocol and Decorations of the Moscow Regional Duma
CEO of PR Inc, Associate professor at the Higher School of Economics, Coach at Skolkovo business school
Chief consultant of GARDEROB agency, www.garderob.ru. Member of NASP
Chief consultant of GARDEROB agency, www.garderob.ru. Member of NASP
Political strategist, Member of the Russian Association of Public Relations
Professional forensic expert
Deputy Director for Development, Russian State Theater "Satyricon"
Richard Lewis Communications Licensed Partner Member of SIETAR (Society for Intercultural Education, Training and Research) Member of the Russian Business Ethics Network
Chief of Protocol at Worldskills Russia
Head of the Protocol Office, RANEPA St. Petersburg
Executive director of Protocolbureau
British etiquette expert, former Royal butler, and broadcaster
Writer, acclaimed author published by
EKSMO, Bombora, Zlatoust and
other major imprints. Сandidate of
Business trainer, business protocol and etiquette consultant, expert
This Summit unites people of many different languages. Conference interpreters from Moscow State Linguistic University will support us and interpret the sessions into English, Russian, Italian and Spanish.
Global Protocol Summit 2021 12-13 July 2021
Press center RIAN Zubovskiy Bul'var, 4, bld.1, Moscow, Russia