6 April (Tuesday) – Content Production

8.45am

Prepare to log in

9.00am

Welcome and opening remarks

Rezwana Manjur, Regional Editor, MARKETING-INTERACTIVE

ReCreative Leadership

9.10am

The rise of the Asian influencer: Fireside chat with Bling Empire star Kane Lim

As China and Asia comes into dominance, are Western brands tapping on to Asian influencers to grow their reach in emerging markets? In an honest, no holds barred discussion, Bling Empire star Kane will share his perspective on the rise of Asian influencers in the West and growing a following. Given influencer marketing is a popular content marketing strategy amongst brands to drive traffic and brand awareness, Kane will also touch on topics such as future of influencer marketing, evolving content creation, and the importance of giving back to the community.

MARKETING-RezModerator:
Rezwana Manjur,
Regional Editor, MARKETING-INTERACTIVE

Speaker:
Kane Lim,
Co-creator & star of Netflix’s Bling Empire, US

Customer-centricity in Content Marketing

9.45am

Panel Discussion: Brand empathy: Creating authentic actions that resonate with your consumers

Closing the gap between brands and consumers in an emotional, rational, and a transactional level. Take a look into how brands should delve into what the brand represents through the lends of human needs, values and aspirations. In this session, you will learn how you could transform the meaningful and purposeful dimension for your brand through empathy.

Prophet_JacquelineModerator:
Jacqueline Alexis Thng, Partner, Prophet, Singapore

Deutsche Bank_Mohit GuptaPanellist:
Mohit Gupta,
Head of Marketing & Social, Deutsche Bank, APAC

GovTech_Roy TeoPanellist:
Roy Teo,
Assistant Director, Integrated Communications and Marketing, GovTech, Singapore

Home Credit_Basker RangachariPanellist:
Basker Rangachari, Chief Marketing Officer (Products & Marketing), Home Credit China

IHHHealthcare_Anjali KaliaPanellist:
Anjali Kalia, AVP Digital Marketing, IHH Healthcare, Singapore

 

10.20am

Morning screen break

10.40am

Mobile-first content strategy: Aligning your content strategy to the buyers’ journey

Smartphones dominate the time we live in. Brands have been actively navigating shift towards mobile engagement and the change in consumption habits for the past few years. But how can you take a step further to drive growth with mobile optimisation? Deep dive into some of the key factors in mobile-first content creation, and how brands could map its content strategy framework to the buyers’ journey to maximise conversion.

Banyan Tree Hotels & Resorts_Adrien LahoussayeSpeaker:
Adrien Lahoussaye,
Head of Content & Innovation, Banyan Tree Hotels & Resorts, Singapore

11.15am

Solving the content gap: Achieving creative scale and speed-to-market in different organisations

All marketers need more content. All marketing organisations are organised differently. From centralised creative production to empowering local teams to set the right tone and look for creative assets, these setups have one thing in common: they need to scale and they need to do it fast. This session will explore how different types of marketing organisations can increase speed-to-market and creative volume. You will discover ways to accelerate creative development to never miss a market opportunity again.

Celtra_Raushida VasaiwalaSpeaker:
Raushida Vasaiwala, General Manager, Celtra, APAC

Immersive Marketing

11.50am

Guerrilla marketing: Tapping into the competitive human nature to maximise consumer engagement

Break free of the clutter and differentiate your brand by leveraging an unconventional marketing strategy to promote your brand. During this session, join us as Pierre share one of their most successful marketing campaign – MAMEE’s Black and Pink Monster Hunt case study, where they use gamification to their advantage and enhance consumer experience with the element of surprise.

MAMEE_Pierre PangSpeaker:
Pierre Pang Hee Ta,
Group Executive Director, MAMEE Double Decker, Malaysia

12.25pm

Lunch Break

Brand Storytelling

1.25pm

Panel Discussion: The digital content play: Get your content seen through programmatic OTT advertising

To compete in today’s hyper-competitive digital world, both brands and publishers are constantly looking into ways to market their most valuable content, and OTT advertising is emerging as a uniquely effective and efficient way to distribute great content. This session will explore further on how measuring the impact of OTT advertising campaigns is critical to optimising a digital marketing strategy. Mitch and Elaine will also share their perspectives on the shift of content investments to more Asian content in this region.

MARKETING-JaniceModerator:
Janice Tan, Deputy Editor, MARKETING-INTERACTIVE

iQIYI_Elaine TanPanellist:
Elaine Tan, Head of Partnerships, iQIYI International, SEA

The Trade Desk_Mitch WatersPanellist:
Mitch Waters, SVP – Southeast Asia, India, Australia & New Zealand, The Trade Desk

2.00pm

Short form video storytelling: Creating an impactful and condensed story

Short form video function has dominated most, if not all social channels due to consumers’ shrinking attention span online. Explore how you could tell a story through small, easy snapshots at a lower production cost to join in larger conversations with the digital communities.

Lenovo_BhaskarSpeaker:
Bhaskar Choudhuri, Chief Marketing Officer, Lenovo, APAC

2.35pm

Afternoon screen break

2.55pm

Creating watercooler moments to stay ahead of the curve in the new normal economy

Tealive’s breakthrough initiative during the pandemic has caught a lot of attention for their shocking speed in adapting to the new norm. In just weeks, they have transformed from a traditional retailer to creating new and innovative consumer products online and offline. Explore some of the vital elements in creating a compelling brand experiences both online and offline and learn how you could weave your brand into the culture around your audience to keep your brand at the forefront of your consumers’ minds

Speaker:
Bryan Loo, CEO & Founder, Loob Holding, Malaysia

3.30pm

Brand affinity: Purpose in an era of radical visibility

Consumer expectations and habits have shifted to a greater demand for authenticity especially through social responsibility. Japan Pantene has curated an ambitious #HairWeGo campaign to challenge the culturally-ingrained social norm as P&G aims to fight for hair freedom. Through this case study, learn how you could foster an open, conscious and lasting relationship with your consumers to differentiate your brand from your competition.

P&G_Yoshiaki OkuraSpeaker:
Yoshiaki Okura, Regional Chief Marketing Officer – Hair Care, P&G, APAC Focus Market

4.05pm

Panel Discussion: Brand personality: Curating a brand identity that leaves a lasting impression

Join in the discussion on how you can identify some of the key dimensions of brand personality. Video content is the vital form of content, learn how you could portray your brand values through tone and mannerisms to position your brand in the industry, and foster a deeper connection with your consumers.

Scoot_Jacqueline LohModerator:
Jacqueline Loh, VP Former VP Marketing, Scoot, Singapore

Mah Sing Group_Bernard Yong-2Panellist:
Bernard Yong, Head, Strategic Marketing & Brand Experience, Mah Sing Group, Malaysia

NBA_Sheila RasuPanellist:
Sheila Rasu, VP Marketing & Communications, NBA, Asia

4.40pm

Closing remarks

5.00pm

End of day one