Agenda
21 MAY 2025
Where creativity conquers media fragmentation
8:00 AM
Registration
8:50 AM
Welcome remarks
9:00 AM
[Opening fireside chat]
Creators, chaos, and opportunity: Navigating the new media frontier in Malaysia and beyond
- Traditional media vs the influence economy: Who’s really winning the audience today?
- How creators have redefined media control – and why brands must adapt fast.
- Strategies to thrive in Malaysia’s evolving, multi-platform content world where trust is now the true currency.
Moderator:
Rezwana Manjur
Editor-in-Chief
MARKETING-INTERACTIVE
Speaker:
Jake Abdullah
Media Icon
9:45 AM
[Case study]
From community to cult status: Scaling the power of SEA’s creator goldmine
- Explore the rise of creator-generated content (CGC) as a trusted, scalable alternative to traditional influencer marketing in Southeast Asia’s fast-evolving digital landscape.
- Analyse how culturally attuned creators – rather than celebrity influencers – are driving deeper connections, stronger engagement, and long-term brand relevance across the region.
- Discuss the challenges brands face when activating CGC at scale, from rigid briefs to platform mismatches, and how a creator-first framework can unlock sustainable, high-impact campaigns.
Shermaine Wong
Chief Executive Officer (CEO) and Co-Founder
Cult Creative
10:15 AM
[Panel discussion]
Pro authenticity, anti-artificial intelligence: How Malaysian marketers are pushing ahead with Gen AI adoption amidst uncertainty
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Examining whether authenticity is at risk as brands and consumers navigate AI in content creation.
- Uncovering real-world strategies for using AI in marketing through smart tools, best practices, and responsible implementation.
- Understanding how the marketer-agency relationship evolves as AI moves into the spotlight.
Moderator:
Roberto Cumaraswamy
Marketing and Branding Consultant
Panellists:
Hanson Ong
Head of Marketing Division
Epson Malaysia Sdn Bhd
Ahmad Nasyami Mihat
Head of Marketing
Hyundai Malaysia
Marilyn Wang
Chief Marketing Officer
Manulife Malaysia
10:45 AM
Morning break
11:15 AM
[Case study]
Being bold as a panacea for creativity: Julie’s Biscuits on fierce, meaningful, and humorous storytelling
- How Julie’s Biscuits blends humour, social commentary, and unconventional narratives to craft award-winning stories.
- Championing the power of long-form storytelling in an era dominated by short-form content.
- Fostering and safeguarding storytelling as a vital creative force for brands.
Sai Tzy Horng
Director
Julie’s Biscuits
11:45 AM
[Case study]
Stories that inspire: Behind the scenes of Humans of Kuala Lumpur
- Strategies for adapting to and navigating the shifting digital ecosystem by choosing the right platform for your content
- How can marketers leverage on the new formats and platforms to reconnect with audiences and maximise content reach
- Speaking to Gen Zs – Identifying which stories resonate and how to do justice to them amidst changing content consumption habits
Mushamir Mustafa
Founder and CEO
Humans of Kuala Lumpur
12:15 PM
Networking lunch
1:15 PM
Brand trivia!
1:30 PM
[Fireside chat]
Finding harmony in digital chaos: Strategies for comprehensive measurement and engagement of fragmented media
- How marketers can obtain a comprehensive measurement of brands’ content efforts across all platforms.
- How can marketers stay on top of changing trends and mediums to ensure effective audience engagement?
- What is the future of measurement in a scattered media landscape and how can they take advantage of it?
Moderator:
Rezwana Manjur
Editor-in-Chief
MARKETING-INTERACTIVE
Speaker:
Linda Hassan
Group Chief Marketing Officer
Domino’s Pizza Malaysia, Singapore and Cambodia
2:00 PM
[Case study]
How L’Oréal’s creative content drives positive brand engagement in a crowded space
- Influencer partnerships: Collaborations with popular Malaysian influencers to create authentic and engaging content that resonates with target audience.
- Case study on how tailoring their content to cater to the unique cultural nuances of the Malaysian market, leading to increased brand loyalty and sales.
- Insights on how L’Oréal tracked and measured the impact of their content marketing efforts.
Lau Sook Ping
Chief Digital and Marketing Officer
L’Oréal Malaysia and Singapore
2:30 PM
[Panel discussion]
Connecting commerce and content: The balance of brand building and performance marketing
- Uncover the best practices in driving community commerce to enable brands to be part of authentic conversations that ultimately drive purchases.
- Strategies for effectively integrating content marketing into e-commerce platforms to drive conversions and enhance brand loyalty.
- How to measure the success of a campaign that combines brand building and performance marketing tactics and adjust strategies to optimise results.
Moderator:
Joey Gan
Regional Vice President and Country Lead (Malaysia)
PRecious Communications
Panellists:
Diana Boo
Chief Marketing Officer
Boost
Leong Huey Ying
Head of Marketing
Burger King Malaysia
Abdul Sani Abdul Murad
Group Chief Marketing Officer
RHB Banking Group
3:00 PM
Afternoon break
3:30 PM
Power hour
Across the next 60 minutes three experts will share short sharp talks on key issues affecting marketing professionals today.
[Power hour case study #1]
Pos Malaysia’s rebranding strategy: A case study on reinventing a legacy brand
- How Pos Malaysia redefined its brand positioning to meet the evolving needs of modern consumers and businesses.
- Leveraging innovation to simplify the consumer journey and create memorable brand interactions.
- Understanding how strategic partnerships strengthen brand presence, accelerate consumer engagement, and future-proof business growth.
Fiona Liao
Group Chief Marketing, Communications and Sustainability Officer
Pos Malaysia
[Power hour case study #2]
Building authenticity from within: Navigating the complexities of an in-house content agency
- Unveiling the behind-the-scenes challenges, learnings, and realities of establishing an in-house content agency.
- Proving the dollars and sense – justifying the value creation of an in-house content team to win leadership buy-in.
- Discover how embracing low-fi content and empowering user-generated content (UGC) can cultivate a genuine, engaged community voice that resonates over time.
Jeremy Teo
Director of Creative Content
Taylor’s University
[Power hour case study #3]
Reframing a classic: Turning everyday moments into multisensorial brand experiences
- Why brands should shift from manufacturer-speak to consumer-first storytelling to uncover unmet needs and engage previously untapped segments.
- How to create a unified, emotionally resonant consumer journey by blending senses and channels.
- Harnessing KOLs, UGC, and smart channel targeting to amplify reach authentically and drive meaningful engagement across diverse platforms.
Anand Taparia
Senior Marketing Director - South ASEAN Hub
Colgate-Palmolive Malaysia
4:30 PM
[Case study]
Goldfish have better attention spans: How to capture the attention of Gen Zalphas in a world of constant scrolling
- Understand their unique characteristics and behaviours, such as their affinity for authenticity, personalisation, and social responsibility.
- Experiment with different formats and platforms to continuously engage: what trends to jump on and what to skip.
- How to incorporate unique and immersive content to elevate content as an experience and retain the audience’s focus.
Tiffany Tang
General Manager, Malaysia/Singapore
Mead Johnson Reckitt
5:00 PM