A trophy-winning Liverpool Football Club player and industry leaders from Facebook, the Singapore Economic Development Board, Nickelodeon, Accenture, Huawei and R3 have joined the speaker line-up for Mumbrella360 Asia. The three-day media and marketing conference will take place at the Marina Bay Sands in Singapore on November 7-9.
The sister event in Australia attracted more than 3,300 people when it was held in Sydney in July and has just been shortlisted again – for the seventh consecutive year – in the ‘Conference of the Year’ category at the Australian Event Awards – having won the award on two occasions in 2016 and 2012.
First up at the Singapore event, the changing landscape for CMOs will be addressed in a panel debate including R3 principal and co-founder ShuFen Goh, Singapore Economic Development Board marketing and communications director Dane Lim and Chope CEO Arrif Ziaudeen.
In a session titled ‘The future of the CMO in Asia’, the panel will look at how the role is evolving in this region, how best to drive growth for brands across a diverse range of Asian markets and also consider the new skills set required in the digital age.
Also on the agenda will be Asia’s ‘super-consumers’ and innovation among marketers. Research will be drawn from R3’s recent book Asia CMO: Driving Brand Growth, which gleaned insights from 30 prominent brand experts including those from Coca-Cola and Singtel among many others.
Joining the panel for the already announced session ‘VR is not a good idea, it’s not even an idea’ will be Liverpool Football Club former player Luis Garcia and the London-based Standard Chartered Bank global head of brand and marketing Emma Sheller. They will join Octagon APAC head of strategy Adam Hodge and Milkmoney managing director Matt Taylor to discuss how immersive films can take marketing into new realms.
Liverpool FC was involved in the Inside Anfield VR film which won the Mumbrella Asia Award for ‘Most Engaging 360 Video’ in February of this year. Considering this work and others, the panel will ask whether marketers, agencies and directors need to change the way they think (and brief) to take advantage of this new (VR) technology.
Drawing from leading examples across the globe including The New York Times ‘The Displaced’, the Cannes-winning ‘Field Trip To Mars’ – plus the Singapore-produced ‘Inside Anfield’ for Standard Chartered Bank and Liverpool FC – this promises to be a colourful session.
A little discussed topic, but an important one nonetheless, will be explored in the session ‘Creativity with a Conscience: Advertising to young children’.
We know that Singapore, for example, has tough guidelines when it comes to advertising to children under 12 – however the lines between advertising and entertainment are becoming blurred.
An expert panel will delve into the current advertising methods and laws in this space. They will also explore how visual communications can be used as a tool to develop lateral thinking and observation skills in children.
Sitting on the panel will be Eyeyah! creative director Steve Lawler, Landor Associates creative director Ryan Shaw, LEGO Group senior marketing manager Jenny Chan von Meyenburg and Nickelodeon Asia (Viacom International Media Networks) vice-president Syahrizan Mansor.
Meanwhile, the divide between marketing and sales teams often holds back strategy and revenue. As a result, brands are not always able to maximise and optimise performance. In a session titled ‘Bridging the gap between marketing and sales: Lessons from Huawei, Bosch and Accenture’, a panel of industry leaders will attempt to carve out a new path for marketers and sales teams to work better together by looking at case studies from their own businesses.
Is it possible to align your content marketing with your sales teams to drive return on investment? And do marketing strategies that have personalised insights, through their sales teams, offer greater promise than more traditional approaches?
Find out the answers to these questions and more during this session, which includes Huawei head of digital and social Jonathan Ye, Bosch regional marketing manager Anna Shurinova and Accenture Strategy managing director Sonia Gupta. Moderating the debate will be Yiwen Chan, content.co head of content and co-founder.
‘Creating loyalty in an age of disloyalty’ is the title of the final session to be announced in this latest batch of Mumbrella360 Asia content. A panel of leading industry figures will look at how to fulfil your brand potential in the ‘age of disloyalty’.
They will provide suggestions mapping out how to create ‘super-fans’, how to target specific communities, building loyalty through focused credibility and harnessing the power of word-of-mouth.
Hear how Facebook, MediaCorp and Circles.Life are doing exactly that through specific activities such as referral programmes and community building. Sitting on the panel will be Circles.Life marketing manager Megan Yulga, Facebook client partner for South East Asia Geoffrey Pickens and Mediacorp vice-president/lead for digital marketing Miguel Bernas.
Source: Mumbrella Asia