Day 2, 27 April 2022
Registration and networking breakfast
Welcome and opening remarks
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!
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.
General Manager, APAC
Regional Head of Marketing, APAC & EMEA
Regional Head of Marketing, Haircare Japan & Korea
Procter & Gamble
Global Marketing Head for Product Portfolio & Innovation
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.
Director, Marketing, Australia
Benefit Cosmetics (LVMH)
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
Director, Solution Consulting, SEA
Morning networking break
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
Head, Group Strategic Communications & Marketing
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.
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.
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.
Executive Producer, Global Brand & Creative
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.
Chief Executive Officer
Afternoon networking break
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.
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.
Head of Marketing
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.
Deputy Editor, SEA
Head of Marketing & Communications, SEA
Head of Global Content Hub, Pharma
Head of Data, APAC