Experience, Tuesday 31 October 2017

Opening Keynote Plenary


Chair's Opening Remarks

Marketing Technology of the Future

Shufen Goh

How can technology change marketing for the better?

  • How blockchain can improve transparency in media buying
  • How realistic is the expectation that programmatic can break out of its black box?
  • Is the Google-Facebook duopoly detrimental to marketing? If so, what can marketers do about this?
Dipanjan Chaudhuri

Cars as a media platform

  • Mobility has become a global challenge & data will play a crucial role
  • Cars are becoming a new connected media & a new advertising screen
  • Brands will be ab;e to able to leverage this new media in unique ways
Gemma Calvert

Realistic applications of neuromarketing: How technology has made it possible to understand exactly what consumers think and feel about your brand

  • How consumer attention is actually measured using neuromarketing technology
  • How accurate are neuromarketing technologies?
  • How neuromarketing will change the role of market research

Speed Networking


Neworking Refreshments and Exhibition Visit

Mingle and network with other conference attendees over a coffee during the morning refreshment break. This is also a good opportunity to visit the exhibition stands on the show floor to find out more about solutions and services that will help grow your business.


Riku Vassinen

What marketers outside China can learn from WeChat

  • How WeChat actually works, and how exactly it differs from Facebook
  • Why WeChat is like a Swiss army knife for marketers
  • How does WeChat work as a marketing platform: An examination of successful cases
  • Is WeChat as a messaging platform relevant outside of China?
Pithan Rojanawong

Engaging customers on LINE

  • Does LINE have greater potential for social commerce than Western social media apps?
  • How do chatbots on LINE differ from those on Facebook Messanger and WhatsApp?
  • What are the best ways to advertise on LINE?
  • What sort of engagement opportunities does LINE have to offer for marketers beyond advertising?
Nicolas Vanhove

How should marketers effectively deal with the proliferation of chat apps?

  • What guidelines should marketers adopt when deciding which apps they need to be on?
  • Is developing your own customer app even worth discussing anymore?
  • Which chat apps should marketers absolutely avoid?
  • Do you invest in an app which you know has shrinking usage e.g. LINE, but is still relevant to the market?
Moderator: Nicolas Vanhove, CEO and Founder, TUTOROO


More networking opportunities over lunch with other conference attendees and speakers. This is also a good opportunity to visit the exhibition stands on the show floor to find out more about solutions and services that will help grow your business

New Technology

Patrick Young

How simple technology allows you to track moments that matter, and why you should be investing in doing so

  • The limits of big data: Why big data shows you what happens, but can lack insight into why something happens
  • Why tracking the smallest moments can lead to insights of disproportionate importance
  • How 360-degree cameras, WhatsApp and Camera Glasses allow you to track micro-moments
Samit Chowdhury

Marketing meets IoT: What marketers need to know

  • How the IoT will bridge the gap between the physical and the digital, and what marketers can do to benefit from this
  • What IoT devices do consumers currently use? And how can marketers utilize these to engage with customers?
  • When will IoT-connected devices become important enough for mainstream marketers to invest in them?
Eric Thain

How Artificial Intelligence (AI) will change creativity & the advertising space

  • How AI is currently being used in advertising and marketing
  • How advertising collaterals will change with AI
  • How the structure of creative agencies and the process of advertising design will change
  • What’s next: How AI in marketing has progressed since the Clorets campaign

Design & Brand

Rahul Mudgal

Applying design thinking to marketing

  • What design thinking actually means: An overview of the Fjord methodology and IDEO’s design thinking framework and its relevance to marketers
  • What traditional marketing is like for B2B companies, and how design thinking upends this
  • How Sirius Decisions helps redesign content creation and deployment
  • How design thinking builds empathy into a company’s infrastructure
Ivan Codina

Succeeding in Asia: Lessons from La Liga’s rebrand

  • Why La Liga rebranded, and how this helped raise its international appeal
  • La Liga vs. the EPL: How La Liga compares with the dominant league for consumer attention
  • Why focussing on the younger generation of fans who aren’t entrenched in their tastes is the way to success, and how La Liga is planning to do this
Patrick Adhiatmadja

Managing a rebrand

  • How to rebrand without losing your core identity
  • How to ensure a rebrand improves brand perception without alienating core customers
  • How to communicate your rebrand to ensure continued relevancy

Networking Refreshments and Exhibition Visit


B2B: Creating new demand: How do you break ground in emerging markets?

  • How do you build databases of new target customers? What’s the most challenging part of this?
  • What role do conferences and trade events play in your marketing strategies?
  • What pressures have you faced when engaging with consumers who don’t know your product or speak a completely different language?

Banking: How can bank marketers effectively produce timely content within legal and compliance restrictions?

  • What are the best ways to work with legal and compliance personnel to improve quality and speed to market?
  • What are the challenges faced by financial services marketers to innovate within heavily restricted markets and products?
  • Content marketing: How do you balance high turnover and speed to market with quality and personalisation?

Retail: How do you effectively sell to price-conscious shoppers?

  • What is your company's overall position towards price-shoppers? Why?
  • What are the tactics/ strategies when you want to discourage price shoppers? To encourage them? What are the pros and cons of each strategy and tactics?
  • Do you actively cooperate with price-comparison or coupon sites? Why or why not?

Share & Solve: Industry

Brand new for 2017, welcome to Share & Solve. Participants pick the industry they're most focused on, then share challenges with peers and tackle them together in a small group environment. Titles for the clinics to be announced soon.

Travel: How to gain and keep the loyalty of travelers

Jerry Daykin

The War For Your Eyes – How Augmented Reality (AR) will change advertising

  • What is Augmented Reality technology?
  • An overview of the big successes and failures of current AR technology
  • Facebook, Google & Apple’s new plans: Why AR is suddenly about to take off
  • What AR in mass advertising would look like
  • Could AR really become as standard as the banner ad?
Alexander de Leon

Virtual Reality (VR) and how the social media platform of the future will work

  • What VR actually means
  • Where VR technology currently is
  • How a VR social media platform is likely to develop
  • How marketers could advertise on a VR social media platform

Evening Drinks

Join us for a ghoulishly good time at the LEAD networking reception. With Halloween themed cocktails, treats and giveaways, make sure your Halloween goes off with a bang.
last published: 17/Oct/17 11:35

Experience, Wednesday 1 November 2017

Opening Keynote Plenary

Chair's Opening Remarks

Kristen Zavo

Keeping up with the Zs: What marketers need to know about Gen Z

  • What growing up with complete internet connectivity has done to the way Gen Z views the world
  • How do Gen Z differ from ‘millennials’?
  • How can marketers overcome Gen Z’s distrust of brands and advertising?
Panel discussion

How to be a brand with purpose: A case study from Ben & Jerry’s

  • Why true brand purpose really does start from the top
  • Ben & Jerry’s efforts relating to the Paris Climate Agreement and Singapore’s Green Mark standards
  • The money issue: Why just writing cheques is lazy marketing, and how brands can support causes that actually change customer behaviour
  • The business case for supporting a cause: Why Gen Z and the millennial generation are increasingly cynical, and what brands can do to truly make a positive impact and impression
Johann Suchon

Encouraging loyalty amongst outbound Chinese travelers

  • Why Chinese tourists are particularly difficult to sell to in the first place
  • What challenges do brands face when retaining the loyalty of Chinese tourists when they go back home?
  • Case study from Sephora: How Sephora created a loyalty programme that extends seamlessly across borders

Creating an omni-channel experience

  • Do you think there’s an actual difference between ‘omni-channel’ and ‘multi-channel’? If so, what is it?
  • Do you think you’re omni-channel?
  • What technology enables omni-channel marketing?
  • What’s the most difficult part of running an omni-channel marketing campaign?

How to compete effectively with Amazon Prime

  • What makes Amazon Prime stand out?
  • Will Amazon Prime work in Southeast Asia? How successful are they now?
  • Do brands/manufacturers have little choice but to work with them? If they didn’t want to work with Amazon, what choices are there?
  • Can retailers and manufacturers compete with Amazon Prime on price? Or is that a futile discussion?

Improving transparency in the ad ecosystem

  • Where do you see room for improvement, either on the buy-side or sell-side?
  • What processes and governance can agencies adopt to address client concerns?
  • What can publishers do to improve transparency in their supply-chain?
  • How would you rate the impact of ad verification platforms like MOAT and IAS in improving transparency?
  • What are your thoughts on Ads.txt?

Linking your CSR programme with your loyalty programme

  • What are the current CSR programmes do you have in your company?
  • How do you involve customers in your company’s CSR programme?
  • Why do you think involving customers is important?
  • How does your loyalty programme play in engaging members/customers in your CSR programme?
  • Do you think this has value on the perspective of the company and the member?

Making practical use of location data

  • What does location data mean to you?
  • Do you use it in your marketing? If you do, how do you use it?
  • Has location-based ad targeting worked for you? If so, how did it work? Was it useful?
  • What is your opinion on beacon technology? Would you use it? If so, why? If not, why not?

Share & Solve: Technology & Strategy

Following our inspirational morning keynotes, we go interactive, with a series of roundtables on the most pressing issues in marketing for you to choose from. Choose the discussion topic of your choice and just join in the debate! Topics to be announced soon.

Networking Refreshments and Exhibition Visit

Customer Success


Service Recovery: How to turn complaining customers in loyal customers

  • How to do service recovery in a 24/7 environment
  • What does it take to turn around a really angry customer?
  • How do you avoid making a fool of yourself in a public forum?
Ryan Pham

Struggle metrics: How do you measure customers who don’t convert?

  • How do you know when customers have not bought from you?
  • How do you measure non-conversion?
  • What non-conversion metrics should you take into account?
John Clay

Measuring customer satisfaction: A case study from Arup

  • Why customer satisfaction can and should be measured in real time
  • Understanding the mar-tech available to measure customer satisfaction
  • Understanding how to derive insights to improve your value proposition

Networking Lunch and Exhibition Visit

Ratings & Reviews

Joe Escobedo

Getting your customers to leave glowing reviews of your business

  • What are some simple and practical tips to getting your business or products reviewed on the right sites?
  • How should you use these customer reviews in your marketing collaterals?
  • What are some examples of how companies have successfully secured and used customer reviews?
Phi Van Nguyen


Rohan Lightfoot

Using technology to iron out friction in the path to purchase

  • What areas must brands focus on in order to iron out friction in the path to purchase?
  • How can marketers successfully implement technology to make their product or service frictionless?
  • Can experiential tech (AR, VR, AI, and Voice) transcend the prototype stage to be a source of ease for consumers?
  • What are the possible applications for experiential tech in the areas of retail, government, healthcare and education that would improve convenience?
Nyein Chan Soe Win

Reaching out to consumers who aren’t digitally literate: A case study from Myanmar

  • The digital landscape in Myanmar: How people use their mobile devices, what platforms are popular
  • Why customer service automation doesn’t work in Myanmar, and what brands can do to make the customer experience a seamless one despite the lack of digital literacy
  • Digital customer service for the non-digitally literate customer: Why call centres are a necessity in Myanmar
Nicolas Vanhove

Omni-channel marketing: What it really takes to be available to customers 24/7 on all platforms

  • The origins of the buzzword: What Omni-Channel actually means, and how it differs in practice to Multi-Channel
  • Why Omni-Channel has, till recently, remained dream rather than reality
  • How technology is changing to make it a reality
  • Cases of Omni-Channel done well: What makes them stand out, and what we can learn from them
Nicolas Vanhove, CEO and Founder, TUTOROO

Networking Refreshments and Exhibition Visit

End of Conference

last published: 17/Oct/17 11:35