Forced advertising is dying. The short-term nature of adverts, is often irrelevant and unwelcome interruptions, resulting in consumers flipping channels and moving to OTT platforms. Now that Netflix and Disney + are opening up their business models to ad-subscription based, the future of advertisement is evolving. Creating branded content is more important than ever for advertisers to cut through the clutter and reach the consumer without interfering with the viewing experience.

In this session, panellists look at how brands can deliver a more enriching experience by producing the most entertaining content, what are the challenges to capture the audience’s attention in an OTT-led model and, how to enable brands to develop a long-time direct-to-consumer relationship.

What you’ll learn:

• How brands can fulfill consumers’ need for fresh content in a solo-era viewing?
• How brands can invest in OTT content to seize the opportunity to take a more direct-to-customer approach?
• How brands can integrate into entertainment in a more seamless way than traditional advertising?
• What are the challenges for brands to create content and capture the audience’s attention in an OTT-led model?

Content creation can be theorised, explained, and taught but nothing can replace the actual vision of it. In this session, we are bringing back the focus of the stage the art of creation. You will discover the most inspirational creations that resonate most with the audience. Brands present the scope of their project, the budget, the roadmap, and the achievements.

In this session, a leading economist showcases how global economic trends impact consumers’ behaviour and how marketers should adapt their strategies to retain them.

What you’ll learn:

• Which consumer trends will impact purchase habits and shape long-term consumption?
• How brands can adapt, prepare, thrive, and survive in an ever-changing consumer landscape?
• How brands can build human-centric experiences and relationships to meet consumer expectations?

Are you looking to improve the impact of your content without wasting resources? Join Phin Wong, Head of Content Marketing at SPH Media, as he shares his insights on crafting a perfect brief, igniting creativity, and boosting the reach of your content. In this session, Phin will provide valuable advice on how to effectively use data, select the right agency for your needs, and avoid common content creation mistakes.

What you’ll learn:

• What are the biggest mistakes people make when it comes to content creation and advertising, and how can we avoid them?
• How important is it for C-level executives to be involved in the content creation process, and how can we foster creativity in the face of time constraints and pushback on creative risks?
• How can we effectively use data to amplify our content without over-reliance, and how do we balance the focus between the medium and the work itself?

Big brands are known for their products and services but it is the interactive and holistic customer experience over time that actually builds loyal consumers and brand advocates. And what is better to enhance a brand’s experience than music? 

In this case study, hear from Shell’s global head of brand strategy and stewardship, Rahul Malhotra. He shares the strategic and creative process behind Shells sonic identity, learnings from the experience, and the economic models / ROI behind the investment. 

In this session, we look at how a brand transforms itself from within to master the codes of entertainment, creating content that resonates with the consumer on an emotional level.

What you’ll learn:

• How to create memorable moments that encourage consumers to connect and build a relationship with their brand?
• How to future proof your content brand strategy by mastering the codes of entertainment?
• Get inspired by successful case studies that drive engagement through authentic brand content and entertainment.
• Explore new mediums of creation that enable brands to create a true and authentic connection with their audience.

In this session, you will have a step-by-step guide to creating tailored content across different demographics and regions and see the results yourself of how it can drive your organisation’s growth.

In this session, we look at how brands are working together to create fantastic campaigns that break the norm.

What you’ll learn:

• How co-branded content can drive engagement and relationships that build brand loyalty, and trust?
• How to make co-branded content relevant to your brand and customers?
• How to cater your relationships with another brand to create quality content that can help connect you with a broader audience?
• Will we see co-branded content dominate content marketing?

Nowadays, every customer has a say in your business and products. It can potentially alter perceptions of your business positively or negatively. Word-of-mouth influence is one of the most powerful tools.

This session looks at how brands can use word-of-mouth proactively in their content strategy and use it as an advantage to produce a greater impact in the long term. We look at how to create a “love” relationship with your customers that become your messengers and vehemently promote you. Ultimately, is content marketing really necessary?

What you’ll learn:

• How to build a strategy that really works to create a love relationship with customers?
• How brands can leverage word of mouth in their content strategy? Is it for all brands?
• Is word of mouth the most effective marketing strategy that brands can implement?
• Ultimately, are content marketing strategies really necessary?

If we look closer, content marketing creates stories about big polluters diminishing their involvement in the destruction of the planet, or it creates a tale around the sustainability of a product when there is nothing sustainable about it, or yet advertises health-killing products. Let’s not forget that producing high-quality content is also in itself a powerful consumer of energy: cloud marketing, digital outdoor advertising, and the list goes on. A question arises, has content marketing a role to play in the sustainability of our future and its own?

In this session, leading brands and agencies discuss concrete actions to take to make their business models sustainable and how to advocate for a greener future.

What you’ll learn:

• Why sustainability is important and should matter for content marketing strategies?
• How brands can craft truth and authentic sustainable tales?
• Exploring the role of content management in effective digital marketing which will support business sustainability in the long run.