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  3. Gui Athia
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Gui Athia

Board
Speaker, Mentor & Developer
Stakeholder Relations Org
Country or state 
Belgium
Available to 
Global
City 
Brussels
Fee 
Ask for pricing
Languages 
English,
Portuguese,
...
Volunteer
Yes

Personal Details

Current position (3)

Speaker, Mentor & Developer

Stakeholder Relations Org

Coordinator

Brussels Diplomatic Academy

Leadership Academy

INSEAD

Achievements (2)
Founder of the Brazilian Institute of Government Relations

Founder and Chair of the first non partisan think-tank to combat corruption and other bad practices, promote good governance and

Pioneered government relations executive education in Brazil

Introduce a new methodology, concepts and the link with business strategy for short and long term cooperation, based on ethical principles.

Degrees (4)
Governance
INSEAD
2018 to 2020
International Relations
Fletcher at TUFTS
2012 to 2013
MBA in Marketing
ESPM
1990 to 1991
Business
PUC
1983 to 1986

Bio

Horizontal Tabs

Short Bio

After decades of leading the stakeholder relations for Fortune 500 companies in the Americas, Europe, the Middle East, and Africa, I have designed a new, inclusive, stakeholder governance system - the 5A.

In 2020 I presented the 5A to diverse audiences in Europe, Brazil, and Asia, invited by The Fletcher School, AmCham, ESPM Leadership Academy, IBGC, and others.

In short, the 5A governance system is: Adopt a multi-stakeholder structure with a Chief Stakeholder Officer or a permanent committee with rotation leadership, to Anticipate all risks and opportunities, Analyze a true joint strategy, Act consistently, and Advance with your teams.

Chronological bio:

I became Renault South America Communications and Government Relations Statutory Director at the age of 33. Together with a brilliant team, I increased Renault brand equity by more than 70% in three years.

I was the first Director of Public and Government Affairs at Nike Brazil when the country was the third-largest market for Nike and was preparing to host both the World Cup and the Olympics.

After the 2014 World Cup, Nike granted me with the Nike Global Maxims Awards and an invitation to set up a new Nike team in Brussels, Istanbul, and Moscow to lead Government and Public Affairs Europe, Middle East, and Africa.

For decades, in parallel, and served boards as member and chair in the US, South America, and Europe. Also taught Marketing, Strategy, and Government Relations for renowned business schools.

In 2020 I founded the Stakeholder Relations Organization to include stakeholders in the companies' decision endeavoring growth and prosperity.

Motivation

My motivation is the sum of these three keywords:

"relations," "structure," and "belonging."

​

Representing "my" stakeholders at the decision table was both a pleasure and a challenge. Navigating with teams and peers for 30+ years of work proves that it is my purpose.

​

But why is dealing with governments, communities, people, the press, NGOs, academia, and think tanks a pleasure and a challenge?

​

It is a challenge because you can't measure results or have a considerable impact; they aren't "controllable variables" like products, services, and pricing.

​

It is a great pleasure because I am extroverted. "Relations" is one of my three keywords. That's why I combined 30+ years in corporate affairs with 22 years of teaching in business schools—two shifts among travels, visits, key presentations, and one vocal chord surgery.

​

It is also a pleasure because I value "structure," which is my second keyword. I rely on actionable teamwork, methods, KPIs, actionable messages, and metrics. In my field of work, there is no yet universal metrics.

​

So, how to be compared, managed, compensated? I had to work hard to approve budgets, create several teams, and prove to CEOs and boards that we presented well-defined scenarios.

​

I became an international statutory director at Renault at age 33 and a post-graduation professor when I was 28 years old. I was the first Brazilian in my field of work to became VP for Europe and the Middle East, and I represented an iconic global brand: Nike Inc.

​

This proves what I always say to my peers when invited to talk: "You are the essential element of your business card." We, external relations professionals, can build and nurture relationships everywhere—from Brasilia or Brussels to Washington or Moscow—and measure results in our terms.

​

However, I always felt I had a second-tier job. I didn't understand but accepted that finance, operations, sales, and legal belong to the number one-tier.

​

They control variables like pricing, products, operations, and financial and human capital. And universal metrics. And they have reserved seats at the number one decision table.

​

All this started changing when 2019 came, and the Business Roundtable launched its game-changing manifesto, boosted by the 2020 "Stakeholder Capitalism" World Economic Forum.

​

My third keyword is "belonging." As a "relentless learner" (that was the text below my photo on the Fletcher School's ad in The Economist) and an extroverted person, I fulfill my capacity when I am with other people.

​

With an internally level playing field for stakeholders, my peers and I will learn more, exchange more, and expand relationships. Everyone will be together! I love to learn from finances, for example, and now I can imagine doing this in the right way: working together!

​

My motivation is the sum of these three keywords:

"relations," "structure," and "belonging.

Presentations

Presentations (2)
Inclusive Decisions for Inclusive Organizations. Introducing The 5A multi-stakeholder approach.

Background: the ESG & Stakeholder Capitalism era requires organizations to introduce new, inclusive decision.

Gui believes that organizations must be responsible for making inclusive decisions regarding pressing issues such as climate, racism, and inequality.

He proves that at the same time that everyone is making their point, organizations are not ready to understand and decide on multi-stakeholder issues—a situation that will only worsen post-COVID-19.

Outcomes:

• Stakeholders connected form a common opinion
• Countries will introduce new rules towards net-zero
• Organizations need to make informed decisions
• The 5A multi-stakeholder approach: ADOPT, a multi-stakeholder structure with a Chief Stakeholder Officer or a permanent committee with rotation leadership, to ANTICIPATE all risks & opportunities, ACT consistently, and ADVANCE with
your teams.

He will launch The 5A book and two international executive programs in 2021.

Understanding Diverse Stakeholders and Amplifying Your Relations.

Greta Thunberg, Alizia Garza, Tarana Burke, Edward Snowden are examples of the increasingly diversity of stakeholders' profiles, causes, and approaches.

Understanding Stakeholders today is far beyond identification or prioritization; it is not only about geographies and demographics; it is priory about their real interests, history, and knowledge.

Gui proves that at the same time that everyone is making their point, organizations are not ready to understand and decide on multi-stakeholder issues—a situation that will only worsen post-COVID-19.

Expanding Relations is communicating consistently to relevant stakeholders through a combined core calendar from various departments, focus messages, and a comprehensive-training for a pool of speakers.

Past talks (5)
The 5A Stakeholder Governance system
Stakeholder Relations
Webinar
October 8, 2020
Inclusive decisions results in prosperity.
ESPM Leadership Academy
Webinar
September 8, 2020
The 5A Stakeholder Governance System
AmCham
Webinar
September 2, 2020
Why Stakeholder Governance
The Leadership Hub
Webinar
August 27, 2020
The Stakeholder Capitalism & The EU Green Deal
The Fletcher School
Brussels
February 18, 2020
  • All (3)
  • Videos
  • Photos (1)
  • Slides (1)
  • One sheet (1)
This speaker hasn't uploaded any videos yet.
Lisbon.
Lisbon.
Stakeholder Relations & the 5A Stakeholder Governance system
The 5A Stakeholder Governance system one-pager
This speaker hasn't uploaded any press information yet.

Books & Articles (8)

Corporate governance would have saved the life of João Alberto Freitas. Leaders must be aware of the co-responsibility of their companies in solving problems such as structural racism
Company needs to defend the country's image to do business in the EU, says the executive
The Stakeholder Relations Manifesto
Company and Stakeholders: Relationship that is eternal
AMCHAM - Consumption has changed: understand the new world that was created for brands
INSEAD Leadership: INSIGHTS ON THE FUNCTIONING OF PROFIT AND NON-PROFIT BOARDS.
Les Echos: Carrefour dans la tourmente au Brésil après le décès d'un client noir battu par des vigiles
Radio France Internacional; interview on "Racisme Structurel"

Expertise (691)

Leadership
Social & Political
PR & Communications
Media & Marketing
Business
Corporate Governance Board Governance Behavioral Governance Global Governance Governance Governance and Leadership governance structures Leadership and Governance Advocacy Advocacy and Outreach Advocacy Engagement Digital Advocacy Media Advocacy Lobbying Public Affairs Public Diplomacy Public Governance Public Policy public presentations Internal Audit in Risk Governance Internet Governance Ownership and Governance Analysis in Decision making Assessing Risk and Uncertainty for Informed Decision Making Considered Decision Marketing Decision Management Decision-making Good Decision Making Investment Decision Making judgment and decision-making leadership decision making better decisions Making Decisions Management Decisions Problem Solving and Decision Making Risk based planning and decision making Small-Group Decision-Making Authentic Stakeholder Engagement Authentic Stakeholder Management Stakeholder Engagement stakeholder management Stakeholders stakeholders relations organic stakeholders Build Meaningful Relationships Build relationships Building business relationships Building Effective Business Relationships Building Effective Relationships Business Relationships Business relationship mapping Communication for Relations Community Relations Client Relationship Management community relationships Customer Relationship Management Customer Relationships Developer Relations developer relations strategy Developer Relationship Employee Relations Employee and Labor Relations employee relations consulting Employer Relations External Relations Foreign Relations Government Relations inclusive Inclusive Leadership inclusive design Inclusive Talent Management Inclusive Workplaces Creating An Inclusive Environment Capturing information Chief Information Officer Freedom of Information Getting Information You Need Information Information Architecture Information consumption Information Discovery Information Governance Information Management Information Marketing Information Processing Information Security and Privacy Information Services Information System Management Anticipation Risk business risk Chief Risk Officer Climate risk compliance risk Diversify Core Risk Factors Effective Risk Communication emerging risks Enterprise Risk Management Impact of Risk and Regulation Information risk Management Integrated Risk Management leadership and risk management in family businesses Manage Compliance Risk management of risk Managing fear and risk Managing risk model risk management Political Risk Analysis Commercial Opportunities community based opportunities Consulting opportunities Creating Opportunities Earned Speaking Opportunities networking opportunities Member Networking Opportunities Opportunities Speaking opportunities Economic Forecasting forecasting Improving Forecasting Modelling and Forecasting Trends and Forecasting Planning Business Planning Business planning and analysis Business Exit Planning Business Succession Planning Comprehensive Planning crisis planning contingency planning Disaster Planning diversity planning Emergency Planning Engaging in responsive planning Enterprise Resource Planning Exit Planning Financial Planning Financial Planning for Entrepreneurs Future Growth Planning Goal Based Planning Human Capital Planning Integrated Planning Marketing Planning analyze analyse analytical strategy Application Strategy Blue ocean strategy Brand Strategy Branding Strategy Business Strategy Closing Strategy Communication Strategy company strategy competitive strategy Corporate Strategy Content strategy Creating a strategy for your business Creative Strategy customer strategy data governance strategy Debate Strategy Design Strategy Digital Brand Strategy Disruptive design strategy Experience Strategy Global Strategy Go-to-Market Strategy Growth Strategy Importance of strategy and structure Inclusion as a Business Strategy Inclusion Strategy Information Strategy Innovation Strategy Investment Strategy Internet Strategy Access Management Acquisition Management Agile Change Management Agile Management Agile Project Management Association management Audit Management Board Management Brand Equity Management Brand Management Bridging the Management-Leadership Gap Budget Management business and practice managers Business Management Business Performance Management Business Process Management campaign management Capacity management Care Management Board Development Board dynamics Board Breaking Board of Directors Board readiness board room dynamics Board Training board workshops Boards boardrooms corporate boards Creating Vision Boards and Mind Maps dashboard Dashboard Design making shit happen in the boardroom Non-profit Board Development nonprofit board Personal Board of Directors Vision Board Workshops Women on Corporate Boards women on boards Corporate Executive Executive Executive assessment Executive Branding Executive Business Coach Executive Chef Executive Coach Executive Coaching Executive Communications Executive Development Executive Leadership Executive Management Executive Office Executive Online Presence Executive Presence Executive Sales Executive Team Building executive training Executive Transition executive voice presence Executive Wellbeing Executive Women Executives Female executive coaching Going from Executive to Entrepreneur non-executive Retained Search Strategies for Executives women executives Be the CEO of You CEO ceo insights CEO Keynote Speaker CEO Tools immigrant CEOs Social CEO Young CEO ceos Leadership 21st Century Leadership Academic Leadership Administrative Leadership Adaptive Leadership Agile Leadership Authentic Leadership Athletic Leadership Authentic Project Leadership balance in leadership Balanced Leadership Brand Leadership Breakthrough Leadership Business Leadership Catalyst Leadership Change Leadership change leadership alignment Coherent Leadership Collaborative Leadership Collective Leadership Combat Leadership company leadership Compassionate Leadership Confidence in leadership Connected leadership Conscious leadership Corporate leadership Corporate Leadership Development Courageous Leadership creative leadership Crisis Leadership Critical Leadership cross cultural leadership cross culture leadership Design Team Leadership Developing leadership competencies digital leadership Disrupting Women Leadership dream leadership C-Suite C-Suite Speaker G-Suite Corporate Diversity Cultural Diversity Culture and diversity digital diversity Digital Inclusion and Diversity Diversity diversity and age discrimination Diversity and Cultures of Aging Diversity and Inclusion diversity and investing Diversity Awareness Diversity Certification Diversity, Equity and Inclusion Diversity Focus Diversity in Business Diversity in Fashion diversity in film Diversity in Literature diversity in media diversity in tech Diversity in the workplace diversity intelligence Diversity Investing Diversity Management diversity of thought diversity recruiting Diversity Training Diversity Sourcing Equality and Diversity For Diversity Events Inclusion and Diversity Generational Diversity Managing People through Diversity Training women and diversity Creating a Culture of Inclusion Cultures of Inclusion Education Inclusion Financial Inclusion Inclusion Inclusion and Innovation Inclusionary Practices innovating for inclusion Intersectional inclusion Leadership and Inclusion Problematizing Inclusion / Exclusion LGBTQ inclusion refugee inclusion social inclusion Workplace Inclusion Equity and inclusion in education Equity and Inclusion Transgender Inclusion Economics of Gender Gender Gender and investing Gender and Design Gender Balanced Presenters Gender discrimination of women in business Gender equality Gender Equality in Education gender equality in careers Gender equality in the workplace Gender equity Gender Expression Gender gap Gender identity gender inequality Gender Intelligence Gender parity gender sensitive leadership gender roles Gender Wage Gap Gender-based Conversation Politics of Gender racial and gender equity Religion and Gender transgender Transgender Activism Advancement of Women African American women empowerment African American Women African Women Empowerment Awakening Women Black women Black Women Entrepreneurs Breakthroughs for Women business challenges for women business women career women coaching women Communication Patterns of Men and Women Culture and women corporate women Connecting Women Leaders in Technology Empowering Women Empowerment for women Entrepreneurial Women Success Factors future of women expert womens issues helping successful women lead Helping women grow in Confidence Inspiring Women International Women Investing in Women MENA-Mediterranean businesswomen minority business women Racism anti-Black racism Anti-Racism income and wealth inequality Income Inequality Inequality racial inequality abrupt climate change Air and climate change Climate Climate Action climate actions climate and energy policies Climate and energy transformations Climate Change Climate change and sustainability climate justice climate monitoring Climate Resilient Cities Culture and Climate Economic Climate Economics of climate change with possible topic areas including (but not limited to) climate change Auditing Sustainability Reports Building Sector Sustainability corporate sustainability eco sustainability Economic Sustainability Environment and Sustainability Environmental Sustainability Green and sustainability long-term sustainability Mentoring and Sustainability organizational sustainability Program Sustainability Quality and Sustainability Socio-Cultural Sustainability Sustainability Sustainability in tourism Sustainability and Profitability sustainability in cosmetics Sustainability in supply chain management Sustainability in Tech Sustainability of open hardware products Sustainability policies sustainability strategies Activism Brand Activism Community Activism Corporate activism family activism fashion activism LGBT Activism political activism Queer Activism Storytelling for Activism student activism Youth Activism Compliance Developing an Effective Compliance Program Financial Compliance Healthcare Compliance Regulatory Compliance Risk and Compliance Affiliate Management Affiliate Program Management Account Management Attitude Management behavior management behavioral management Business Insurance and Risk Management Career and Communications Management Change Management Change Management Consumers Career management crises crise Advancement of communications C-Level Communications Communications Communications advice Communications Center Management Communications consultancy Communications Content Production Communications Expert Communications Mastery communications plan Communications Skills Compassionate Communications Confident Communications Corporate Communications Crisis Communications Customer Communications Digital Communications e-communications employee communications Event Communications electronic communications financial communications Internal Communications Journalism and Communications leadership communications Marketing and Communications Marketing Communications Media and Communications Nonprofit Communications Overcoming Communications Challenges Positive Communications PR & Communications PR and Communications Public Relations and Communications Branding Branding and behaviour Branding and Co-creation Branding and Market Penetration Branding and Marketing Branding Coaching Branding for Small Business Branding Mentor Branding Speaker Action Action Learning action plans actionable insights actions and reactions Affirmative Action Audience Interaction Client Satisfaction client attraction communication to drive action Customer Satisfaction Employee Satisfaction How to Take Ideas and Take Action Human interaction Human-Centered Interaction Increase HR productivity and employee satisfaction Innate Resilience put into Action Insight to Action with Impact Intentional community interaction Interaction interaction of technology and behavior Interaction Design job satisfaction Advanced Advertising Advanced Concepts Advanced Data Governance Advanced Presentation Skills Advanced Reporting Advancement Measurement Advancements in Communication Applications to advance business Career Advancement Empowerment Advancement Women's Economic Advancement Business Model business model canvas Business Model Design Business Model Innovation Business Modeling Business Models business remodelling Content Modeling Data Modeling Development Models develop viable business model disruptive business models engagement models Endowment Model Existing building modeling Financial Modeling Human 2 Human Business Model Innovative Business Models Investment Models manufacturing and new business models Model validation Modeling and simulation ESG ESG investing Pollution Plastic pollution marine pollution green go green Green Business Green Design Green Construction Green Chemistry Green Building Green Economy Green Energy Green events Green growth Green Industry Green Infrastructure Green initiatives green investment Green IT green lifestyle green living Green Ports Green Solutions green washing Greenhouse Greengrass Best Practices of Entrepreneurs Becoming a happy, healthy and successful entrepreneur Being an Entrepreneur Building your presentation voice as a new entrepreneur Business Entrepreneurs Communicating Europe Corporate Entrepreneurship Create and Replicate Success for Sustainable Multiple Revenue Streams for Entrepreneurs Creative Entrepreneurship Cultural Entrepreneurship Design Innovation Entrepreneurship Developing Entrepreneurs Digital Marketing for Fitness Entrepreneurs Employee to Entrepreneur entepreneur Enterpreneurship entrepeneur Entrepeneurship Entrepreneur Entrepreneur and Leadership Development entrepreneur burnout Entrepreneur empowerment Entrepreneur finance Entrepreneur Habits Entrepreneur mindset entrepreneur recovery Entrepreneur Success Entrepreneurial Development Building Trust Building Trust by Giving Trust Building Trust in Organizations Business Ethics and Trust Cultivating High Trust Teams High Trust How Yelp has changed the trust landscape in business Low Trust PR trust seal rebuilding trust Regaining lost trust (employee, lover, customer) The Essential Qualities of a High-Trust Leader Trust Trust and identity management trust building Trust Economy Trust Models Trust Networking trusted advisor Trusted Execution Environment Trusted Leadership Trusted Schools Trusting in yourself TRUSTING YOUR CREATIVE MIND trusting your process Trusts Trusts and Foundations trustworthy Winning fury: trust and motivation AI Ethics Business Ethics Communication ethics corporate ethics and transparency Effective Ethics Program Ethics Ethics and Integrity ethics and technology ethics in finance Human Enhancement Ethics Industry Ethics Investment ethics leadership and ethics Managed Services Professionalism & Ethics Marketing Ethics media ethics PR Ethics Tech ethics Value Ethics and Why Values Matter Work Ethics circular economy corruption Anti-corruption Fighting Corruption

Clients

The Fletcher School
AmCham
Public Affairs Council
ESPM Leadership Academy
Quadriga University
Interel Group
College of Europe
Vonlanthen Group
CNI
L'Oreal

Awards & certifications (1)

Nike Global Maxims Award
Nike Inc
2013

Reviews

Testimonials (4)
  • Gui has spoken at two Public Affairs Council events in Europe. All participants greatly appreciated his insights and strategic vision on stakeholder relations and his 3A approach that evolved to the 5A stakeholder governance system. I've also found him to be a person of high integrity and wisdom who's always open to learning even though he's had 35 years of experience.
    Andras Baneth
    Founder
    SpeakerHub
    Verified
  • Gui Athia presented to a group of C´Suite his view on stakeholder capitalism and his proposal for a inclusive governance, the 5A system. Althought these subjects were new to the audience, they liked so much Gui´s presentation that one-third attended a 5A simulation just two weeks after. Paulo Freitas, ESPM Leadership Academy
    Paulo Freitas
  • Gui has the unique capacity to use his expertise & experience for the benefit of the audience. He is a remarkable communicator. By answering questions from the audience, you can see he did his homework correctly — checked books, articles, and consulted people to be sure he is up-to-date. Elza Baptista Filha, Former Administrative and HR Officer at NATO Public Diplomacy Division (PDD).
    Elza Baptista Filha
    Verified
  • Gui believes that organizations must be responsible for making inclusive decisions regarding pressing issues such as climate, racism, and inequality. He proves that at the same time that everyone is making their point, organizations are not ready to understand and decide on multi-stakeholder issues—a situation that will only worsen post-COVID-19. He presents the 5A approach: Adopt a multi-stakeholder team to Anticipate, Analyse, Act, and Advance. Gui firmly believes that behind prosperity lie stakeholder companies—a vision he has developed over decades of hyperdiverse experience as an executive, a professor, and a pioneer in four continents. Gunter Gaublomme, Director Brussels Diplomatic Academy - VUB
    Gunter Gaublomme
    Verified
Recommendations
7 Audience
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Why choose me? 

#1 LinkedIn influencer on stakeholder governance and inclusive decision. #ESG

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