Agenda
24 June 2026
8:30 AM
REGISTRATION & REFRESHMENTS
9:00 AM
Welcome remarks
9:10 AM
[Opening Fireside Chat]
Hong Kong as creative capital: Culture, memory and meaning in modern content
- The role of local culture, nostalgia and shared memory in shaping emotional connection.
- How Hong Kong’s identity influences tone, humour and storytelling across generations.
- Translating familiar cultural cues into content that feels current, relevant and scalable.
Moderator:
Karen Wong
Deputy Editor – North Asia
MARKETING-INTERACTIVE
Speaker:
Dr. Adrian Cheng SBS, JP
Founder and Executive Chairman
ALMAD Group, K11 by AC, K11
9:40 AM
[Case Study]
Escaping the AI content blender: How Hong Kong brands can stay creatively unmistakable
- Break out of AI-generated sameness with distinctive brand codes rooted in Hong Kong culture.
- Build creative systems that keep speed high without flattening voice, nuance or originality.
- Turn Cantonese quirks, humour and micro-truths into unfair creative advantage.
Calvin Tang
Marketing Director
Alibaba Cloud
9:55 AM
[Lightning Talk]
GEO in practice: Designing content for AI-generated discovery
- How Generative Engine Optimisation is reshaping visibility across search and social platforms.
- The role of owned content, earned credibility and structure in influencing AI-generated answers.
- Building content ecosystems that improve relevance, trust and long-term discoverability.
Sean Pun
Director of Digital Strategy
Digital Zoo
10:10 AM
MORNING COFFEE & NETWORKING
10:30 AM
[Panel Discussion]
Resetting relevance: Revitalising established brands in a content -first era
- Reframing brand identity for platforms where attention is fragmented and fleeting.
- Evolving tone, storytelling and creative systems without erasing brand heritage.
- Aligning speed, consistency and relevance across always-on digital touchpoints
Moderator:
Tania Wan
Deputy General Manager, Customer Management
Bank of China (Hong Kong)
Panellists:
Karen Ng
General Manager, Corporate Branding and Marketing
Airport Authority Hong Kong
Enzo Cheng
CEO
noc
Aris Maroulis
Vice President
TUMI Asia-Pacific and Middle East
11:00 AM
[Case Study]
Sports, fandom and the new content tribes shaping culture in Hong Kong
- Explore how local sports moments spark fast-moving content waves across platforms.
- Blend athlete storytelling, fan rituals and creator collabs into high-energy campaigns.
- Build communities around passion, not products, and turn them into long-term brand assets.
Rita Wong
Head of Customer Centricity and Brand Marketing
AIA Hong Kong & Macau
11:30 AM
[Lightning Talk]
From buzz to belief: How brands earn trust in nowday's cross-platform culture
- How consumer behaviour is shifting from brand visibility to brand audit
- The role of various platforms in building consumer credibility
- Content strategy in deepening brand trust
Cindy Ho
Vice President of Business Development
AsiaPac Net Media
11:45 AM
[Case Study]
Why messy works: The rise of raw, lo-fi, zero-polish storytelling in Hong Kong
- Understand why lo-fi Cantonese storytelling outperforms polished campaigns.
- Turn everyday chaos and real moments into trust-building content at speed.
- Build “micro-truth” content that stays relatable while still carrying the brand.
Ed Rolston
Co‑founder and CMO
DOUGH BROS. Pizza & Doughnuts
12:15 PM
NETWORKING LUNCH
1:15 PM
[Lightning Talk]
Beyond AI hallucination: Building content your brand can trust
- Spot the hidden risks behind AI-generated content, from polished misinformation to off-brand claims and weak localisation.
- Use human judgment as the creative checkpoint for accuracy and brand safety.
- Build simple AI content guardrails that help teams move faster without losing trust, originality, or substance.
Olga Loktionova
PR & Sales Director
CAPSBOLD
1:30 PM
[Fireside Chat]
Micro drama, big impact: How short-form storytelling keeps audiences hooked
- Using episodic formats to create anticipation, familiarity and repeat engagement.
- Lessons from micro-drama, social series and narrative-led short video.
- Structuring stories that sustain interest without relying on shock or gimmicks.
Moderator:
Karen Wong
Deputy Editor – North Asia
MARKETING-INTERACTIVE
Speaker:
Torres Pit
Content Creator & Founder
Attention Whale
2:00 PM
[Lightning Talk]
Your brand is already telling a story: The question is whether anyone remembers it
- Why reactive content creation weakens long-term brand recall and consistency.
- Aligning brand strategy and video storytelling to create more memorable audience experiences.
- Turning everyday brand moments into content that people genuinely connect with and remember.
Carol Chung
Chief Sales Director
Basis Media
Desmond Chung
Creative Director
Basis Media
2:15 PM
[Case Study]
Inside Hong Kong’s booming pet economy: How can brands champion animal welfare while riding the wave?
- Understand the unique dynamics of Hong Kong’s pet-loving audience and how their deeply engaged behaviours can build lasting brand trust.
- Develop campaigns that speak to modern pet owners while reinforcing messages of responsible pet ownership and animal welfare.
- Explore creative partnerships, events, and social experiences that transform pet culture into meaningful brand relevance.
Sylvana Lee
Head of Marketing
Whiskers N Paws
2:45 PM
AFTERNOON BREAK & NETWORKING
3:05 PM
[Case Study]
Orange and cultural relevance: Reclaiming attention through a local brand moment
- Turning a global tech conversation into a culturally resonant Hong Kong brand response.
- Using wit, speed and participation to create social-first impact with measurable business value.
- Extending a real-time activation into an ownable, long-term brand asset.
Adwin Lau
Marketing Director
Fairwood
3:35 PM
[Panel Discussion]
The personalisation jump: Creating content that feels made for one person, not the whole city
- Shift from broad segments to behaviour-led micro-audiences shaped by local culture.
- Use adaptive content frameworks and “content twins” to test reactions before launch.
- Scale relevance across Hong Kong, mainland visitors, and GBA without overwhelming teams.
Jennifer Lin
Head of Feminine Care Core Marketing, International
Kimberly-Clark
4:05 PM
Closing remarks by MARKETING-INTERACTIVE
4:15 PM