Agenda
Day 1, 23 April 2025
8:00 AM
Registration
8.50 AM
Welcome remarks
9:00 AM
[Opening session]
Baby shark and riding the K-pop waves: Behind the cultural phenomenon and the secrets to making a global sensation
Ryan Lee
EVP and Co-Founder
The Pinkfong Company (Baby Shark)
9:45 AM
[Case study]
Connecting commerce and content: The balance of brand building and performance marketing
10:15 AM
[Panel discussion]
Proving marketing ROI in a skeptical climate: Measuring success and impact to win over stakeholders
Crispin Francis
Head of Digital Marketing
Tracy Lui
Senior Assistant Director, Marketing Communications and Retail
10:45 AM
Morning break
11:15 AM
[Case study]
Stretching the dollar: Optimising content strategies for brands with limited budgets
11:45 AM
[Panel discussion]
How can brands allow experimentation with compliant usage of AI in their organisations?
Cassandra Leong
Senior Director, Brand Marketing
12:15 PM
Networking lunch
1:15 PM
Brand trivia!
1:30 PM
[Case study]
Decoding virality: The science behind content marketing success
Mohit Gupta
Head of Marketing for APAC, Global Head of Social-Media (Corporate Bank)
Deutsche Bank
2:00 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]
Goldfish have better attention spans: Capture the attention of Gen Zalphas in a world of constant scrolling
Kenneth Lim
Assistant Chief Executive (Marketing)
[Power Hour Case Study #2]
Are you even real? A closer look at how virtual influencers are shaping the new narrative
[Power Hour Case Study #3]
Working smarter not harder: Creating AI frameworks for effective content creation
3:00 PM
Afternoon break
3:30 PM
[Campfire Conversations]
Marketing unplugged
In this no holds barred rapid fire session, hear from our panel of experts on a range of topics impacting content marketing. From influencer marketing to crafting irresistible campaigns, we unravel what it takes for creativity to drive conversion.
Jonathan McCarthy
Vice President of Marketing, SEA
Mondelēz International
Heather Ang
Head of Marketing & Consumer Sales
Senoko Energy
4:00 PM
[Panel discussion]
Fragmentation on the rise: Finding strength in unity
4:30 PM
Closing remarks
4:40 PM