Agenda
Day 2, 24 April 2025
8:00 AM
Registration
8:50 AM
Welcome remarks
9:00 AM
[Fireside chat]
Goldfish have better attention spans: Capturing attention in a world of constant scrolling
Kenneth Lim
Assistant Chief Executive (Marketing)
9:45 AM
[Case study]
Reinventing rehabilitation through content: A look into Singapore Prison Services’ content strategies
Desmond Ang
Senior Assistant Director (Digital & Marketing Communications)
10:15 AM
[Fireside chat]
The CEO’s scoop: Balancing content and performance in uncertainty
Ng Yau Chuan
Chief Executive Officer
Baskin-Robbins (Malaysia and Singapore)
10:45 AM
Morning break
11:15 AM
[Panel discussion]
The intersection that matters: Hitting that sweet spot of content, culture and experience
Eileen Goh
Chief Creative Officer
DMK
Paulene Ong
Marketing Director
11:45 AM
[Case study]
How brands grow: Strategies for brand resilience in the ever-evolving marketing realm
Samit Mehrotra
Global Brand Director
Castrol
12:15 PM
Networking lunch
1:15 PM
Brand trivia!
1:30 PM
[Panel discussion]
No laughing matter: Why content marketers should take risks like comedians
Rishi Budhrani
Comedian, Host and Actor
Munah Bagharib
Influencer and Content Creator
2.00 PM
Content strategy for premiumisation: Promoting a differentiated value proposition to thrive during disruption
Tom Child
House of Brands Director
2:30 PM
Where technology meets history: Singtel’s Generative AI story in brand content
3:00 PM
Afternoon break
3:30 PM
[Closing case study]
The next chapter in Chinese consumerism: How video commerce is reshaping ecommerce
4:00 PM
Content Champions
Content Champions is a segment in which we highlight brands who have made significant impact in the content marketing space through their executions. The campaigns were first shortlisted for Marketing Excellence Awards 2024 and was further evaluated by the editorial and content team to make the shortlist. During this segment we will be sharing what made these specific brands stand out.
4:20 PM
Closing remarks
4:30 PM