Ready for anything in the fashion stakes

The Life: Bong Guerrero, co-founder of a live marketing event organizer called Brag, talks about a day in his life.

Bong Guerrero, the co-founder of Brag, a marketing company, says when it comes to 'live events, expect the unexpected'. Pawan Singh / The National

Bong Guerrero had just finished his studies in the United States when he received an invitation from friends to visit the UAE. More than 20 years later, he is still here. Originally from the Philippines, the 46-year-old entrepreneur started Brag, his Dubai marketing company, in 2008. Mr Guerrero talks about a day in his life as he frets over the launch of his brainchild Fashion Forward Middle East - a multi-platform fashion event - next year.

7am

Most days I beat my alarm clock. I feed my cat Noki and at 7.30 walk my dog Tiger along Dubai Marina where I live. This time of the day is special because I see things I would not otherwise, such as kids that live in my building going to school with their moms. I think that is the right way to start the morning.

9:30 am

I make fresh orange juice with pears or apples and hit the gym. I have a great cook and my breakfast tends to lean heavily on eggs, but mostly whites.

10 am

My office is five minutes' away in Jumeirah Lake Towers and I am usually the first to arrive to make an example. We have 14 people in the office, including myself and [co-founder of Brag] Ramzi [Nakad]. I am the managing partner and creative director and dip my fingers in everything, such as pitching for events, winning clients and getting updates from my three project managers.

We do 40 to 45 events a year, which is an event a week. These are normally 500-attendee events with product launches and conferences of companies such as Microsoft and Google. In live events, expect the unexpected. Anything can go the other way.

1pm

I just drive home for lunch. My favourite request for lunch would be stir-fried seafood in oriental sauce and noodles.

2pm

It is meeting and planning time for Fashion Forward. I am investing my soul and heart and a lot of money in it. We are creating this platform to move the regional fashion industry forward because we have the talent and interest and high consumerism.The event will be held at Madinat Jumeirah from April 25 to 28. It will showcase 25 to 35 established and emerging designers, including 10 from Dubai, with couture and prêt seasonal collections. They will be from the region, such as Beirut, Oman, Morocco and Kazakhstan. There will be a non-commercial angle to it. We are not mature as a [fashion] market and there is nurturing, educating and exchange of ideas that need to happen. The event will offer attendees workshops with key fashion personalities.

6pm

Usually I am in catch-up parties and informal dialogues for Fashion Forward.

8pm

Dinner is normally light with a nice salad and a small portion of grilled chicken. But I also get invited out or otherwise I am attending events.

9pm

I walk Tiger and for relaxation, I do Vikram yoga. I try to do it twice a week. I do not watch television and either have friends over at my house or visit friends.

11.30pm

Ready to go to sleep.