Agenda

Day 2, 27 April 2022

8:00 AM

Registration and networking breakfast

9:00 AM

Welcome and opening remarks

9:15 AM

Release the tension! 

Led by Gina Chan, Founder of SGFITFAM, learn quick and simple stretching exercises that you can do at your desk in the office or at home to reset your posture, release muscle tightness and feel more productive for the day. This is THE energiser we all need for boost to get us through any day!

Trainer:

Gina Chan

Gina Chan

Founder

SGFITFAM

Consumable content on social

9:30 AM

It’s not you, but me: Breaking up with social media – bold or naïve?

When Bottega Veneta, one of the biggest fashion brands in the world, deleted its social media accounts in 2021, some applauded this bold move while others speculated that it would be a matter of months before they return to the social scene. Since then, more brands are auditing their social media presence to make it more purposeful and productive. Hear how brands are rethinking social content, and exploring other opportunities within the digital space for their branded content to thrive organically and meaningfully.

Moderator:

Raushida Vasaiwala

Raushida Vasaiwala

General Manager, APAC

Celtra

Panellists:

Luke Tucker

Luke Tucker

Regional Head of Marketing, APAC & EMEA

Citi
Rishab Mukherjee

Rishab Mukherjee

Regional Head of Marketing, Haircare Japan & Korea

Procter & Gamble

Carla Nina

Carla Nina

Global Marketing Head for Product Portfolio & Innovation

Zespri

10.05 AM

Goldfish are better than us: Embracing micro content to reach larger audiences

It turns out today, the average human attention span has fallen from 12 seconds to 8 seconds. The decreased attention spans come with an increased appetite for digestible micro content. Furthermore, with the shift to mobile-first, it has created the need for pithy content that captures your consumer’s attention quickly. Hear best practices on creating visuals that stick around people’s minds, and stand out in your consumer’s eyes.

Kelly Neve

Kelly Neve

Director, Marketing, Australia

Benefit Cosmetics (LVMH)

10:40 AM

From brainwave to likes: Amp up your content game with the right tech stack

Content marketers are increasingly challenged by the evolving social media landscape, drive towards personalisation, and the imperative to plug into the rest of the omnichannel customer experience workflow. In the meantime, technological advances in digital media creation, content management and machine learning have given us many tools to overcome these challenges. This session looks at how you can overcome the twin hurdles of volume and velocity and focus on getting your message out.

Chak Ming Fai

Chak Ming Fai

Director, Solution Consulting, SEA

Adobe

11:15 AM

Morning networking break

11:30 AM

Repurposing your content to the fullest: Maximising your content impact in different formats

Strategically reusing content in different formats allows brands to reach their audience on multiple channels, resulting in a more efficient use of resources and higher ROI of content investments. Repurposing content is a time-saving initiative that boosts marketing content strategies. In this session, learn best practices on how to republish your content in different formats for various social channels to drive content ROI.

Fernie Jasmine Abdul Ghani

Fernie Jasmine Abdul Ghani

Head, Group Strategic Communications & Marketing

Axiata

Community content

12:05 PM

Co-creation with your inner circle: Activating your employees to drive niche content

Your employees are often untapped when it comes to creating content. Brands need to build credibility with customers, and their employees’ unique take is the way to go as brand content shared by employees gets 8 times more engagement than content shared on brand’s channels. In this session, learn how to identify the starting points of conversations for your employees to drive further, and how you can support your employees to propel niche content.

Joyce Tan

Joyce Tan

Marketing Director

UNIQLO

12:40 PM

Networking lunch

1:40 PM

User-inspired content FTW: Co-building your brand’s content strategy with your community

Consumers are at the heart of every brand. Brands are constantly finding ways to have a two-way engagement with their consumers. But when working on the highly stigmatised topic of sexual wellness, how do you get consumers to engage with you? In this session, we will discuss how your customers can become your co-creators and take an active role in developing and amplifying your content strategy and your brand.

Cecile Gasnault

Cecile Gasnault

Brand Director

Smile Makers

Video content

2.15 PM

Amplifying media content: Driving business impact with integrated global in-house video production team

One key metric for marketing is amplifying media content in the most effective and efficient manner. Creative direction, talent sourcing, production supervision, cost control and technology integration could all influence the final results. In this session, learn how a global in-house video team could help your brand reduce global marketing costs efficiently, pushing upper and lower funnel campaigns effectively, creating a scalable global impact and acting swiftly in building media connections with local partners.

Liu Longhao

Liu Longhao

Executive Producer, Global Brand & Creative

Klook

2:50 PM

Reimagine virtual events in 2022 and beyond: Opportunities in the digital-first event market

Virtual and hybrid events have become a regular part of everyday life in nearly every industry. Not only do digital events fill the gap when in-person events aren’t an option, they also add a variety of benefits, from gathering valuable data to boosting revenue and expanding audience reach. In this session, we will unveil how the new business models and automation are expanding the value of virtual events and drive the business growth as well as explore new result-driven ways to deliver virtual events. Sharing the best practices on how brands navigate this emerging landscape and have made this leap into virtual to achieve great results.

Sum Wong

Sum Wong

Chief Executive Officer

EventX

3:25 PM

Afternoon networking break

Audio content

3:40 PM

Podcast on the go: Reenergising emotional engagement and brand trust with your community

In a highly competitive attention economy, digital audio ranked higher on the scoreboard than any other media. With so much content in the world, and brands collectively cramming as much of it into our day as possible, the possibilities with digital audio as a marketing tool is endless. Hear how to tap on the brand building and storytelling capabilities of podcasts to create a more intimate, tailored and less polished conversations that matter to your online community, while optimising the lucrative value of podcast to advertisers.

Dzar Ismail

Dzar Ismail

Co-Founder

OKLETSGO

Data-driven content

4:15 PM

Meaningful data acquisition plan: The power of bespoke content, by and for your customers

Before any brand starts creating content, they need to understand who that piece of content is speaking to. Without clear content objectives, it is easy for brands to also get trap in creating content for the sake of it, wasting valuable resources as a result. In this session, uncover the best practices in designing a meaningful data acquisition strategy that will steer the ship on creating bespoke content based on optimising data acquired to value-add to target audience.

Eddie Teng

Eddie Teng

Head of Marketing

ASUS Singapore

4.50 PM

The cookieless future is almost here: Merging content creativity with technology and talent

Brands are forced to rethink their programmatic strategies of ad retargeting with the decline of third-party cookies. How does this impact personalised content marketing? In this panel, hear from experts on how creatives themselves have more tools and space to play with in their content creation, and how marketers need to work closely with peers in programmatic strategy and data science to prepare for the future of new identities for refreshed customer experiences.

Moderator:

Janice Tan

Janice Tan

Deputy Editor, SEA

MARKETING-INTERACTIVE

Panellists:

Donovan Chee

Donovan Chee

Head of Marketing & Communications, SEA

Bureau Veritas

Gaurav Lalwani

Gaurav Lalwani

Head of Global Content Hub, Pharma

GSK

Dan Richardson

Dan Richardson

Head of Data, APAC

Yahoo

5:25 PM

Closing remarks