Agenda
21 MAY 2025
Where creativity conquers media fragmentation
8:00 AM
Registration
8:50 AM
Welcome remarks
9:00 AM
[Case study]
Charting the course: What’s crucial for content from the CEO’s POV
- A CEOs take on what’s the priority in a tough economy
- What are marketers missing in their pitch to Csuites?
- Content marketing vs performance marketing: Where should our money go into and why?
9:45 AM
[Case study]
Dollars and sense: Data and storytelling to drive commercial impact
- Learn how to build a well-organised data strategy to create better marketing decisions, backed up by data analytics.
- Discern essential data to capture the audience target and infuse with profound meaning to better resonate with consumers.
- Craft meaningful and authentic storytelling by implementing statistics that support credibility.
10:15 AM
[Panel discussion]
Pro authenticity, anti-artificial intelligence: Is Malaysia falling behind Gen AI adoption in content marketing?
- Consumer backlash against AI is undeniable, so should marketers use it at all, and if so, how?
- Implementing clear guidelines and standards for AI usage – when should marketers follow through and when do they decide to push the boundaries?
- How can brands promote innovation and learning in their organisations to support AI experimentation, while adhering to guidelines and regulations.
10:45 AM
Morning break
11:15 AM
[Case study]
Breaking through borders: How Proton took the Malaysian name to new horizons
- Cultivating a reputation for quality and innovation through authentic content creation.
- Putting the conversation first: Sculpt content for different target audiences to increase relevance and impact.
- Ride on virality without pushing the audience towards a skewed conversation.
Ahmad Nasyami Mihat
Head of Marketing, Proton International Sales Division
Proton
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
[Panel discussion]
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?
2:00 PM
[Case study]
How L'Oreal’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’Oreal tracked and measured the impact of their content marketing efforts.
Lau Sook Ping
Chief Digital & Marketing Officer
L’Oreal Malaysia & 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.
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
[Case study]
Are you even real? A closer look at how virtual influencers are shaping the new narrative
- How AI influencers can be a great match for experimental campaigns and content ideas.
- Questioning the authenticity of virtual influencers when they lack the ability to resonate with the audience.
- Ethical considerations – transparency of using AI influencers and whether it will be more misleading when it becomes harder to distinguish real people from programmes.
4:00 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
Marketing Director Malaysia
Reckitt
4:30 PM
Content Champions
Content Champions is a segment in which we highlight brands who have made significant impact in the content marketing space through their executions. The campaigns were first shortlisted for Marketing Excellence Awards 2024 and was further evaluated by the editorial and content team to make the shortlist. During this segment we will be sharing what made these specific brands stand out.
5:00 PM