Agenda
Day 1, 24 April 2024
8:30 AM
Registration
8.55 AM
Welcome remarks
9:05 AM
[Opening fireside chat]
Content bravery: Living in culture and living with culture
Eugene Lee
Chief Marketing Officer, IDL Segment
McDonald’s
9:40 AM
[Case study]
Content to cash: Crafting strategies that resonate and drive revenue growth
- Designing a robust content blueprint that guides audiences from engagement to transaction.
- Going beyond metrics by prioritising content ROI and aligning KPIs with the same scrutiny given to ad spend.
- Elevating content by embedding direct experiences within the story.
Debra Soon
Chief Marketing Officer
Singlife
10:10 AM
[Panel discussion]
Artificial uncertainty: Does this content actually belong to me?
- Explore the many ways that AI has levelled the playing field between new-age creators and traditional creators.
- Discuss the legal and IP rights of AI-generated content and at what level it becomes your creation.
- Communicating transparency and authenticity despite machine-produced content to retain customer loyalty.
Moderator:
Don Anderson
Consultant
Panellists:
Oh Pin-Ping
Partner
Bird & Bird ATMD LLP
Ananya Mukherjee
Vice President, Strategic Communications and Branding
Golden Agri-Resources
Ian Tan
Vice President, Marketing
PropertyGuru
10:40 AM
Morning break
11:00 AM
[Case study]
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.
Dylan Yu
Marketing Director
OPPO Singapore
11:30 AM
[Panel discussion]
Creating shopper magic: Synergise in-store and digital content
- Create and streamline shopper experience from in-store and digital, and vice versa.
- Align objectives and metrics of shopper experience to content marketing initiatives.
- Amplify brand memorability with tactful strategies to elevate overall experience both in-store and in the digital realm.
Moderator:
Camillia Dass
Associate Deputy Editor
MARKETING-INTERACTIVE
Panellists:
Siddhi Desai
APAC Lead, Digital Content
Diageo
Tang Ji Ching
APAC Category Head, Feminine Care
Kimberly-Clark
Rachel Yang
Head of Digital, APAC
SGK
12:00 PM
[Case study]
Beating the skip and scroll: Putting the ‘social’ back into social media
- Why good quality audience experiences matter to advertising effectiveness beyond clicks and views.
- Discuss how for the ability of an ad to be encoded in the mind, and to change behaviour, requires empathy.
- How creativity in social advertising can spark longer term brand growth.
Edwige Lesoin
Creative Excellence Lead
Ipsos Singapore
12:15 PM
Lunch
1:15 PM
Guess the brand!
1:30 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.
Matthieu Muniz
Regional Director of Marketing (ASEAN)
Reckitt
2:00 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.
Jason Yong
CEO and Founder
Unicom Marketing
2:15 PM
[Case study]
The human touch: Why understanding customers matters more than ever
- Build on human touch, rooted in understanding customers, to ultimately driving brand advocacy and long-term success.
- Understand customer needs and preferences that can lead to better content marketing strategies.
- Create personalised and targeted content for the audience, increasing the likelihood of engagement and conversion.
Jonathan Mackenzie
Head of Data Solutions, APAC
Publicis Groupe
2:45 PM
Afternoon networking break
3:05PM
[Case study]
Socially active: Why B2B marketers must leave the world of infographics and embrace social
- Resonate with brand clients by creating, emphasising and showcasing social culture.
- Best practices to boost B2B social platforms beyond infographics to embrace social.
- Utilise tools to understand and engage with target audience, and create personalised messaging.
Lynn Lee
Vice President, Brand, Marketing and Communications
Economic Development Board
3:35 PM
[Case study] The science of conversion: Maximise consumer behaviour in content marketing for ROI growth
- Decode current consumer behaviours such as shorter attention spans.
- Unlock how the brain responds to specific stimuli and direct it to create consumer purchases.
- Leverage consumer consumption of content marketing to convert into sales and improve ROI.
Samer Elhajjar
Senior Lecturer
National University of Singapore Business School
4:05 PM
Closing remarks
4:15 PM