Agenda

While 2020’s conference is over, we are now working on 2021’s Content 360. And our Producers are also developing Digital Marketing Asia, Experience 360 and PR Asia. If you’d like to suggest topics or speakers, please contact Priya Karthik at priyakarthik@marketing-interactive.com

Pre-conference
2020-06-08
Day 1
2020-06-09
Day 2
2020-06-10
Day 3
2020-06-11
Morning Workshops
08:50
Prepare to log in
09:00
Morning Workshops Begin (Choose 1 of 3)
Workshop A: Killer email content – techniques that work (Basic/Intro)

Let’s be honest. Almost none of us were trained to write for such a cluttered, saturated and overcrowded media landscape. But because it’s so cluttered, making an impact on the first attempt matters more than ever before. If you don’t think email can be good content, and that email writing, when done right, can be a huge boost to your marketing efforts, then you’re missing out on a real opportunity. This workshop is the perfect antidote for junior marketers looking to hone their skills with the written word.

Workshop A: Killer email content – techniques that work (Basic/Intro) image
Stu Lloyd
Chief Storyteller, CATMATDOG Business Storytelling Consultants
Workshop B: Conversion Rate Optimisation (Intermediate)

You’ve got their interest, now what? This workshop will discuss the key components required for a successful conversion optimisation strategy. Explore methods used to help large brands and smaller startups optimise websites and digital campaigns to achieve their maximum potential. We’ll be taking a hard look at uncovering user motivation, wants and needs, and how to prioritise the elements of optimisation that work best for driving more leads and sales.

Workshop B: Conversion Rate Optimisation (Intermediate) image
Rachit Dayal
Founder & CEO, Happy Marketer
Workshop C: Aligning content marketing with business goals (Advanced)

Designed for experienced practitioners who are required to justify all of their brilliant ideas against a commercial background. Stop doing content for content’s sake and get real about strategies that makes sense for your business. This 3 hour masterclass is the perfect place to sharpen your content strategy blade.

Workshop C: Aligning content marketing with business goals (Advanced) image
Marcus Ho
Founder, Brew Interactive
11:00
End of Morning Workshops
Afternoon Workshops
13:50
Prepare to log in
14:00
Afternoon Workshops Begin (Choose 1 of 3)
Workshop A: Social Media Content Marketing (Beginner)

What works and what doesn’t on social media platforms like Facebook, Instagram, LinkedIn, Twitter and YouTube? What about newer channels like TikTok and Telegram? Gain an appreciation of how social media platforms work, as well as some basic content strategies you can apply to grow your communities and strengthen your than online.

Workshop A: Social Media Content Marketing (Beginner) image
Walter Lim
Founder & Chief Content Strategist, Cooler Insights
Workshop B: Search-Optimised Strategies & Content Best-Practices (Intermediate)
Every successful campaign begins with having the right strategy. This workshop will also address useful and impactful SEO strategies. Get a head start by employing top keyword and user intent research, Mobile-SEO, as well as some common technical SEO content issues. This might not be the complete guide to optimising content for SEO, but it’s a great place to start!
Workshop B: Search-Optimised Strategies & Content Best-Practices (Intermediate) image
Adrian Ang
Founder, AdVantage Digital
Workshop C: DIY Video Content Production (Intermediate)

With the emergence of live video and the era of micro-moment marketing, sometimes a marketer has got to be able to skip the labored production cycle and get their video out quickly themselves. This crash course in video content production will introduce you to life-saving shortcuts, and make it that much easier for your team to bring your marketing to life.

Workshop C: DIY Video Content Production (Intermediate) image
Tay Guan Hin
Founder & GCCO, TGH Collective
16:00
End of Afternoon Workshops
08:45
Prepare to log in
08:55
Welcome and opening remarks
Welcome and opening remarks image
Rezwana Manjur
Regional Editor, Marketing Interactive
09:00
Ask GaryVee (LIVE SESSION): Marketing in the Now

In an intimate 1-to-1 style session, GaryVee will be discussing on getting your content strategy right in the context of marketing in today’s turbulent times. There will also be plenty of time reserved to take questions from the audience, so have them ready!

Ask GaryVee (LIVE SESSION): Marketing in the Now image
Keynote Speaker: Gary Vaynerchuk
Chairman of VaynerX, CEO of VaynerMedia
Ask GaryVee (LIVE SESSION): Marketing in the Now image
Moderator: Rezwana Manjur
Regional Editor, Marketing Interactive
At the Edge of Content Tech
09:35
Volkswagen Case Study: Hypertargeting content to maximise conversions along the entire customer journey
  • Curating content to drive attention for early prospects by juggling emotional vs rational messaging
  • Optimising content by using 1st/2nd/3rd party data to focus on right audiences
  • Deliver content by using 1-2-1 and 1-2- video chats as interactive content to replace standard digital formats
Volkswagen Case Study: Hypertargeting content to maximise conversions along the entire customer journey image
Michał Szaniecki
Managing Director SEAT & Cupra, Volkswagen Group
10:10
Screen Break
10:20
Content Marketing during crisis & post-crisis: Driving demand effectively without exploitation
  • Understanding consumer behaviour in times of uncertainty
  • The Do’s and Don’ts of marketing during a pandemic
  • Balancing short-term needs with long-term brand building
Content Marketing during crisis & post-crisis: Driving demand effectively without exploitation image
Akira Mitsumasu
VP, Global Marketing, Japan Airlines
10:55
Getting personal: Redefining the customer journey with dynamic content
  • Tailoring content for the individual consumer in the context of personalisation
  • Going beyond one-time transactions
  • Crafting truly meaningful 1:1 content experiences
Getting personal: Redefining the customer journey with dynamic content image
Jean Madrid
Managing Editor, U-Studio Singapore, Unilever
11:30
Screen Break (Chair Yoga Session)

Chair Yoga is an excellent way for to reduce stress and improve circulation. We’re bringing the studio to your own home office with our Celebrity Yoga Instructor, Denise Keller.

Get your computer chairs ready!

Content Marketing ROI
11:40
Fireside chat: Visual Storytelling: Creating an immersive campaign to master the art of storytelling
  • Curating content that resonates with customers and builds emotional connection
  • Driving engagement by immersing them in a personalised content creation experience
  • Delivering a seamless experience with the aid of machine learning
Fireside chat: Visual Storytelling: Creating an immersive campaign to master the art of storytelling image
Moderator: Rezwana Manjur
Regional Editor, Marketing Interactive
Fireside chat: Visual Storytelling: Creating an immersive campaign to master the art of storytelling image
Panelist: Marianne Bunton
Director, Global Sales & Product Marketing, Shutterstock
12:15
Panel Discussion: Incorporating on-brand storytelling into your content marketing campaigns
  • Forging connections through visual mediums
  • Establishing a trendsetter mindset to your content
  • Boosting engagement by staying focused on your content’s core value
Panel Discussion: Incorporating on-brand storytelling into your content marketing campaigns image
Moderator: Luda Zueva
Group Chief Marketing Officer, AQUAPHOR
Panel Discussion: Incorporating on-brand storytelling into your content marketing campaigns image
Panelist: Michelle Yip
Chief Marketing Officer, Lazada Singapore
Panel Discussion: Incorporating on-brand storytelling into your content marketing campaigns image
Panelist: Anton Reyniers
Regional Strategic Partnership Lead, Creative Agencies, Google
Panel Discussion: Incorporating on-brand storytelling into your content marketing campaigns image
Panelist: Kenny Ong
Managing Director & Head of Special Projects, SEA,Universal Music Group
12:50
Screen Break
13:00
Scaling Personalisation through adaptive content for omnichannel marketing delivery

• Delivering a consistent message by branding content together across multiple platforms

• Creating seamless content experiences to match platforms with needs

• Building content to leverage consumer experience

Scaling Personalisation through adaptive content for omnichannel marketing delivery image
Audra Pakalnyte
Head of Strategic Initiatives & PR, Fave Group
13:35
Panel Discussion: Stronger together: Winning formula for successful content collaborations and coalitions
  • Maximising your brand’s ROI by getting the most out of brand partnerships
  • Evaluating the function of B2B vs B2C collaboration strategies
  • Measuring the success of a content collaboration
Panel Discussion: Stronger together: Winning formula for successful content collaborations and coalitions image
Moderator: Janice Tan
Senior Journalist, Marketing Interactive
Panel Discussion: Stronger together: Winning formula for successful content collaborations and coalitions image
Panelist: Nikhil Kharoo
Head of PR & Partnerships, APAC, Fitbit
Panel Discussion: Stronger together: Winning formula for successful content collaborations and coalitions image
Panelist: Aun Koh
Director of Brand and Content, APAC, Tripadvisor
Panel Discussion: Stronger together: Winning formula for successful content collaborations and coalitions image
Panelist: Anson Tan
General Manager, Digital Media, Viu
Panel Discussion: Stronger together: Winning formula for successful content collaborations and coalitions image
Panelist: Christopher Daguimol
Group Director Brand Communications, ZALORA Group
14:10
Closing remarks
Closing remarks image
Rezwana Manjur
Regional Editor, Marketing Interactive
14:15
End of Day 1
08:45
Prepare to log in & Interactive Quizzes

Rise early and join us for a 10 minutes mind sport and get a chance to win exclusive gifts! Players who attempt to answer questions correctly, surprise gifts await!

All you need is to register early and get your mobile phones ready.

08:55
Welcome and opening remarks
Welcome and opening remarks image
Rezwana Manjur
Regional Editor, Marketing Interactive
09:00
Opening Keynote: Re-imagining Content: How Prudential made the leap from volume to value
  • Moving beyond commercial intent – The value of purpose
  • Re-imagining content to convey brand purpose
  • Personalised journeys vs traditional mass touch points
Opening Keynote: Re-imagining Content: How Prudential made the leap from volume to value image
Siva Jayaraj
VP, Head of Marketing & Experiences, Prudential Assurance Company Singapore
Endemic Content
09:35
Building stronger audience engagement by going local
  • Keeping content authentic and relevant to audiences at home
  • Developing made-in-Singapore content based on an understanding of local audience preferences and consumption behaviours
  • Collaborating with the ecosystem to harness the wealth of creativity and co-create more possibilities
Building stronger audience engagement by going local image
Sapna Angural
Head of English Audience, Mediacorp
10:10
Screen Break
10:20
Mastering localisation by leveraging consumer sentiment with targeted community-based content
  • Tapping into like-minded, peer-based communities
  • Staying authentic by utilising the power of localised content
  • Creating community-based content marketing opportunities
Mastering localisation by leveraging consumer sentiment with targeted community-based content image
Veriyanta Kusuma
Head of Community & Social Marketing, Traveloka
10:55
Game on! How brands are using eSports to manufacture content and grow their consumer base
  • Understanding eSport’s role in the SEA Games by marketing it to the right channel
  • Introducing competitive eSports to the traditional sports competition scene
  • Aligning product with content without losing its natural connection with the industry
Game on! How brands are using eSports to manufacture content and grow their consumer base image
David Tse
Global eSports Director, Razer Inc.
11:30
Screen Break
Content Management & Measurement
11:40
The single source of truth behind a winning content strategy
  • Discovering meaningful conversations that you could be missing out on today
  • No more data silos – understand how you can have a consistent and complete brand story
  • Driving business impact with 360 degrees of actionable consumer insights
The single source of truth behind a winning content strategy image
Ben Soubies
Managing Director JAPAC, Talkwalker
12:15
Panel Discussion: Marketing Resilience: Develop content marketing plans which are responsive to changes
  • Developing ongoing contingencies to mitigate against loss
  • Embracing on digital growth transformation and proactive customer relations strategies
  • Identifying different approaches and tactics that might impact brand success
Panel Discussion: Marketing Resilience: Develop content marketing plans which are responsive to changes image
Moderator: Janice Tan
Senior Journalist, Marketing Interactive
Panel Discussion: Marketing Resilience: Develop content marketing plans which are responsive to changes image
Panelist: Axton Salim
Director, PT Indofood Sukses Makmur TBK
Panel Discussion: Marketing Resilience: Develop content marketing plans which are responsive to changes image
Panelist: Roberto Saputra
Chief Brand Officer, PT Smartfren Telecom TBK
12:50
Screen Break
13:00
Designing a content architecture for brand affinity
  • Transforming content marketing into media publishing
  • ‘Time spend’ as the new success measure
  • Building an always-on content pipeline for a non-media brands
Designing a content architecture for brand affinity image
Marco Sparmberg
VP & Head of Content Development, Marketing & Communications, DBS Bank
13:30
Future-Proof your content marketing strategy through smart measurement
  • Combining data in content marketing tactics with measurement in mind
  • Going beyond limits by introducing creative content practices
  • Driving successful engagement by incorporating user generated content
Future-Proof your content marketing strategy through smart measurement image
Roche Vandenberghe
VP & Head of Marketing, FWD Life Insurance Corporation
14:10
Panel Discussion: Building sustainable content models to prevent burnout, content panic syndrome and loss of consumer interest
  • Preventing content burn-out by establishing strategies for long term success
  • Reinventing your own content formula for application for brands
  • Balancing commercial needs with demand of consumers by utilizing infinite content options rightfully
Panel Discussion: Building sustainable content models to prevent burnout, content panic syndrome and loss of consumer interest image
Moderator: Khushboo Benani
Head of Content, Influencer Marketing & Brand Advocacy, Diageo India
Panel Discussion: Building sustainable content models to prevent burnout, content panic syndrome and loss of consumer interest image
Panelist: Christabel Chua
Social Media Personality & Entrepreneur, @bellywellyjelly
Panel Discussion: Building sustainable content models to prevent burnout, content panic syndrome and loss of consumer interest image
Panelist: Denise Keller
Producer, Director & Presenter, Keller Media
Panel Discussion: Building sustainable content models to prevent burnout, content panic syndrome and loss of consumer interest image
Panelist: Jian Hao Tan
Social Media Personality & Entrepreneur, @thejianhaotan
Panel Discussion: Building sustainable content models to prevent burnout, content panic syndrome and loss of consumer interest image
Panelist: Vikneswaran Veerasundar
Social Media Personality, @vikarworld
14:45
Closing remarks
Closing remarks image
Rezwana Manjur
Regional Editor, Marketing Interactive
15:00
End of Day 2
08:45
Prepare to log in & Interactive Quizzes

Rise early and join us for a 10 minutes mind sport and get a chance to win exclusive gifts! Players who attempt to answer questions correctly, surprise gifts await!

All you need is to register early and get your mobile phones ready.

08:55
Welcome and opening remarks
Welcome and opening remarks image
Rezwana Manjur
Regional Editor, Marketing Interactive
09:00
Opening Keynote: Sonic Brand Architecture: Leveraging on multisensory brand immersion
  • Creating a comprehensive sonic brand architecture and identity
  • The importance of audio branding in today’s environment
  • The power of creating consumer recognition & preference through multisensory branding, including sound, taste & sight
Opening Keynote: Sonic Brand Architecture: Leveraging on multisensory brand immersion image
Raja Rajamannar
Chief Marketing & Communications Officer & President, Healthcare, Mastercard
What’s Trending in Content?
09:35
Creating actionable content by building data-driven content marketing strategy
  • Mining fresh insights that lead to cut through creative
  • Optimising creative campaigns through data and feedback
  • Understanding the importance of data and creativity in content
Creating actionable content by building data-driven content marketing strategy image
Abhishek Grover
Regional Digital Marketing Head, Samsung
10:10
Screen Break
10:20
Employee activism: Converting your most critical (and overlooked) audience into content brand ambassadors
  • Creating an effective internal content strategy to turn employees into influencers
  • Establishing a shared identity that’s high on emotional engagement
  • Initiating guidelines to enhance the image of your budding content creators
Employee activism: Converting your most critical (and overlooked) audience into content brand ambassadors image
Sophia Ong
Vice President, Marketing, Electronics, ST Engineering
10:55
Fireside Chat: Newsgathering amid a pandemic: Keeping the channel & digital platforms going
  • Best practices from the world’s most trusted news organisation
  • Evolving editorial strategies in response to audiences
  • Identifying the challenges of delivering news content from home
Fireside Chat: Newsgathering amid a pandemic: Keeping the channel & digital platforms going image
Moderator: Rezwana Manjur
Regional Editor, Marketing Interactive
Fireside Chat: Newsgathering amid a pandemic: Keeping the channel & digital platforms going image
Panelist: Maura Fogarty
Singapore Bureau Editor, BBC
11:30
Screen Break (Cooking Session)

Learn ways to cook simple yet delicate bites for your break! This time, we’re bringing the kitchen to your screen with Andrew Walsh from Cure.

Screen Break (Cooking Session) image
Andrew Walsh
Chef/Owner, Cure
The Future of Content Strategy
11:40
An industry leader’s guide to KOLs: How Benefit Cosmetics got Influencer Marketing right
  • How Benefit Cosmetics turned Influencer Marketing into a ROI machine
  • The pros and cons of bringing Influencer Marketing in house
  • How you can succeed even without building a content hub
An industry leader’s guide to KOLs: How Benefit Cosmetics got Influencer Marketing right image
Joanna Mitchell
Head of Partnerships, PR & Influencer, Benefit Cosmetics (LVMH)
12:15
Panel Discussion: Creating impressions via micro-moment content marketing
  • Understanding the principles of micro-moment content marketing
  • Recognising the individual consumer’s specific context
  • Maximising micro-moments through content delivery systems
Panel Discussion: Creating impressions via micro-moment content marketing image
Moderator: Intan Ekowati
VP Head of Baby Food Brand, PT. Nestle Indonesia
Panel Discussion: Creating impressions via micro-moment content marketing image
Panelist: Jean Thomas
Chief Marketing Officer, Pomelo Fashion
Panel Discussion: Creating impressions via micro-moment content marketing image
Panelist: Lewis Moh
Deputy General Manager, Allison+Partners
12:50
Screen Break
13:00
Improving brand health with a digital-first cause campaign
  • Digital-first planning tailored to real consumer interests
  • Measuring brand loyalty and trust by introducing brand health tracking
  • Gaining a competitive advantage in any climate by incorporating sustainability content as an essential part of the business
Improving brand health with a digital-first cause campaign image
Mario Vera
VP of Global Marketing & Communication, Nestle
13:35
Panel Discussion: Making the shift from volume metrics to value metrics to obtain better results
  • Setting value metrics that measure your business objectives
  • Measuring engagement and what constitutes ROI
  • Optimising pricing strategies for high growth
Panel Discussion: Making the shift from volume metrics to value metrics to obtain better results image
Moderator: Sean Leas
Chief Executive Officer APAC, DKSH Smollan
Panel Discussion: Making the shift from volume metrics to value metrics to obtain better results image
Panelist: Mark Khoo
Digital Marketing & E-commerce Director, Resorts World Sentosa
Panel Discussion: Making the shift from volume metrics to value metrics to obtain better results image
Panelist: Su-Ann Yeow
Deputy Head of Digital Marketing, APAC, Allianz SE
Panel Discussion: Making the shift from volume metrics to value metrics to obtain better results image
Panelist: Shireesh Mishra
Vice President of Analytics & Decision Management, Citi
14:10
Closing remarks
Closing remarks image
Rezwana Manjur
Regional Editor, Marketing Interactive
14:15
End of conference
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