Agenda

12 JUNE 2024

8:00 AM

Registration

9:00 AM

Welcome remarks

Rezwana Manjur

Rezwana Manjur

Editor-in-Chief

MARKETING-INTERACTIVE

9:10 AM

[Fireside chat]

Power of pop culture: Building brands for the future
  • Staying agile and adaptable to pop culture trends that change quickly and immersing that into marketing strategies.
  • Understanding the target audience deeply to create relevant, engaging and impactful content.
  • Balance generational appeal by leveraging the cyclical nature pop culture to sustain and grow the brand.
Rudy Khaw

Rudy Khaw

CEO

AirAsia brand co.

Moderator:

Rezwana Manjur

Rezwana Manjur

Editor-in-Chief

MARKETING-INTERACTIVE

9:40 AM

[Case study]
Not your typical content: Incorporating different perspectives to push boundaries in content creation
  • Go beyond the tear-jerker to integrate elements such as humour and fear into your content execution to capture greater audience attention and engagement.
  • Gain insights into what makes content worthwhile and how to experiment different ways of creating new and relatable content.
  • Distinguish when humour, parody or fear cross the line into a negative sentiment and how to avoid that.
Lau Mun Yee

Lau Mun Yee

Head of Branded Content and Social

TIME dotcom

10:10 AM

[Panel discussion]

Prompt to performance: How AI is transforming content marketing for the future
  • Explore the various ways generative AI is changing the game for content marketers.
  • Leverage the power of generative AI towards content automation, user personalisation, and predictive trends.
  • Maintaining human creativity and best practices to stand out when AI is the new mainstream among marketers.
Serm Teck Choon

Serm Teck Choon

Co-founder and CEO

Antsomi

Evelyn Lee

Evelyn Lee

Head of Marketing

Secret Recipe Cakes & Café
Alyaa Ramlan

Alyaa Ramlan

Head of Social

Telekom Malaysia

Moderator:

Camillia Dass

Camillia Dass

Associate Deputy Editor

MARKETING-INTERACTIVE

10:40 AM

Morning break

11:00 AM

[Panel discussion]
Unleashing the power of collaboration: Uniting brands for marketing excellence
  • Uncover new audiences by tapping into pop culture to create new growth.
  • Grow brand exposure by leveraging on the existing consumer fan base.
  • Increase integration of marketing efforts across departments and sub-brands.
Datuk Thomas Leong

Datuk Thomas Leong

Group Chief Strategy Officer

Sime Darby

Wong Wai Kuan

Wong Wai Kuan

Marketing and Customer Experience Lead

The Chicken Rice Shop
Kenny Wong

Kenny Wong

Chief Marketing Officer

UEM Sunrise

Moderator:

Neal Estavillo

Neal Estavillo

Consultant

11:30PM

[Case study]

Stretching the dollar: How NGOs can maximise content strategies on a shoestring budget
  • Explore the challenges in lack of resources and budget when drafting content strategies.
  • Gain insights to deploy rich and informative content despite tight content marketing budgets.
  • Best practices to accelerate UGC in creating buzz and utilising niche keywords to gain significant traffic.
Suzanne Ling

Suzanne Ling

Co-founder and Head of Marketing

PichaEats

12:00 PM

[Case study]
Strategising for impactful content: Symphony of data and storytelling
  • 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.
Ivy Leong

Ivy Leong

Regional Marketing Director (APAC)

Faber-Castell

12:30 PM

Lunch

1:30 PM

Brand questionnaire

1:45PM

[Case study]
The gut check manifesto: Reimagining content marketing strategies
  • Reignite the excitement of creativity and intuition in crafting content.
  • Bust the myth that gut feelings are just hocus pocus with relatable and real life case studies. 
  • Alternative strategies of using the body and emotions to infuse human touch into campaign executions. 
Siva Shanker Jayaraj

Siva Shanker Jayaraj

Former Chief Brand Officer

2:20 PM

[Case study]
From sensory to sales: Getting the 360-degree marketing experience to come to life
  • Leveraging experiential marketing towards content marketing with UGC.
  • Revolutionise the way audiences consume content marketing and elevate the experience.
  • Turn sensory experiences into marketing strategies to develop greater ROI.
Shafiqah Othman

Shafiqah Othman

Creative Director

ZUS Coffee

2:50 PM

Afternoon tea break

3:10 PM

[Case study]

Mastering the pulse: Riding the latest waves in content marketing
  • How to leverage trendjacking as a content marketing strategy to drive consumer engagement.
  • Keeping up with changing trends and how to leverage it towards relevancy in the market.
  • Understand the trendjacking pitfalls and considerations of consumer behaviour and preferences.
Amy Gan

Amy Gan

Vice President, Marketing

Etika Group

3:45 PM

[Panel discussion]

Bringing content to life: Unleashing the power of bold branding
  • Sculpt content for different target audiences to increase relevance and impact.

  • Discern when to prioritise creativity, content and consumer needs over business objectives.

  • Increase brand longevity through immersive and memorable content. 
Sangeet Singh

Sangeet Singh

Head of Marketing (SEA)

GoPro

Izra Izzuddin

Izra Izzuddin

Chief Marketing Officer

HELP Tertiary
HELP Education Group

Ng Yau Chuan

Ng Yau Chuan

Chief Marketing and Digital Officer

Loob Holding

Moderator:

Camillia Dass

Camillia Dass

Associate Deputy Editor

MARKETING-INTERACTIVE

4:20 PM

Closing remarks

4:30 PM

End of conference