Day 1, 20 October: Engineering the modern marketing machine
Modern marketing demands systems, not just sparks. Marketers must forge scalable, data-driven operations that adapt in real time as complexity mounts. Unveil how top teams are building high-performance marketing machines, powered by AI, automated decisions, clean data, and seamless orchestration.
Agenda
20 October
08:30
REGISTRATION & REFRESHMENTS
09:00
Welcome Remarks
09:10
[Opening Fireside Chat]
Agentic AI: When marketing thinks for itself
- Discuss how privacy-enhancing technology can enhance insights while protecting privacy
- Define accountability models when AI makes micro-decisions in real time
- Benchmark readiness by evaluating workflow triggers, data quality, and override protocols
Moderator:
09:40

[Lightning Talk]
Intelligent agents: Scaling marketing funnels with AI you can trust
This session reveals how AI agents are reshaping marketing by moving beyond basic automation, building trusted and transparent flows, and driving growth across every stage of the customer journey.
9:55
[Case Study]
The invisible bottleneck: Why your marketing isn’t moving fast enough
- Audit cross-functional processes to locate approval, data access, and briefing delays
- Diagnose points of failure in tech orchestration, from campaign ops to asset handoff
- Align martech, ops, and creative teams through shared velocity metrics
10:25
MORNING COFFEE & NETWORKING
10:45

[Lightning Talk]
Beyond the database: Reimagining CRM with AI
Discover how brands are using this duo to personalise at scale, respond in real time, and guide customers without friction.
11:00

[Lightning Talk]
Building the full funnel: Data, insight, and conversion in one flow
Discover how brands can integrate awareness, influence, and purchase into a unified funnel powered by data and intelligent orchestration.
11:15
[Panel Discussion]
Click to reality: Closing the loop on O2O marketing
- Linking online touchpoints to offline with smarter attribution
- Creating enhanced engagement through interactivity
- Using O2O data to optimise strategy, personalise campaigns, and prove ROI
Panellists:
11:45
[Case Study]
Building a multi-business ecosystem: How Cathay uses data to diversify and scale
- Leverage a single customer view to orchestrate cross-vertical engagement and upsell
- Translate loyalty data into new product demand signals across disconnected units
- Build a modular data stack to scale across business lines without duplication
12:15
[Panel Discussion]
Turning the business around: Using digital to drive efficiency and relevance
- Identify why and what for digital strategy and learn the latest how to win
- Reprioritise legacy investment strategy considering P&L impact leveraging with technology
- Unlocking visibility into your brand’s AI representation
Moderator:
Panellists:
12:45
NETWORKING LUNCH
14:00
[Fireside Chat]
Level up: Driving brand impact through the gaming economy
- Harness the power of in-game worlds and communities to deepen engagement and expand brand reach.
- Fine-tune targeting, personalise storytelling, and optimise campaign performance.
- Design revenue-focused strategies that turn player interactions into measurable growth opportunities.
Moderator:
14:30

[Lightning Talk]
Now or never: Real-time CDPs and the race for relevance
Explore how modern CDPs help marketers act on live signals, not last week’s data.
14:45

[Lightning Talk]
Creative intelligence: Using AI to design campaigns that connects with customers
Explore how AI fuels imagination – turning ideas into dynamic, personalised campaigns that captivate audiences and spark deeper engagement.
15:00
AFTERNOON BREAK & NETWORKING
15:20
[Case Study]
Grow in the age of economic uncertainty: Insights from macro rends to micro moments
- Decode shifting consumer behaviours and spending patterns shaped by economic headwinds.
- Translate macro market signals into agile, moment-based marketing decisions.
- Build resilience by aligning brand strategy with real-time consumer intent and contextual relevance.
15:50
[Case Study]
Super apps that stick: Designing daily relevance in Hong Kong
- Strip away feature clutter to build habits that truly last.
- Create loyalty loops that reduce app-hopping and deepen engagement.
- Co-create value with super apps while protecting brand identity.
16:20
Closing remarks by MARKETING-INTERACTIVE
16:25
COCKTAIL & NETWORKING
18:00