Experience, Tuesday 31 October 2017

Opening Keynote Plenary


Chair's Opening Remarks

Seema Punwani

How can technology change marketing for the better?

  • What do we think consumers want different from marketers? Do they want to hear from us at all?
  • Let’s talk programmatic: In what ways has been a force for good? Will blockchain help make media buying more transparent?
  • What do marketers actually feel about the Facebook/Google duopoly? Are they using their power fairly? What can disrupt them?
  • Does the digital economy create more opportunities for new brands/start-ups? Or just cement the existing ones’ power?
Moderator: Seema Punwani, Partner, R3
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 able to able to leverage this new media in unique ways

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?


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 permits just-in-time research to track moments that matter, and why you should be investing in it

  • Why the smallest differentiators are what make or break brands
  • Why tracking the smallest moments, with results just-in-time, can lead to insights of disproportionate importance
  • Overcome the traditional barriers of market research through the use of simple technology
  • How technologies like 360-degree cameras and Camera Glasses allow you to track micro-moments that matter
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 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
Russell Tan

Succeeding in Asia: Lessons from LaLiga’s rebrand

  • What strategy does LaLiga have to compete with the other leagues?
  • What efforts are LaLiga making in order to be relevant to SEA?
  • How is LaLiga aiming to gather more fans/become relevant to non-football fans?
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

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:
  • The roundtables listed below correspond with the key industry segments that LEAD delegates usually come from
  • If your industry is not reflected below, pick the roundtable that you feel would best answer the questions you have.

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?

Insurance: What is your value proposition for High Net Worth (HNW) clients?

  • How do you identify HNW clients in the first place?
  • What can you do to provide an attractive enough product to get a HNW client’s attention?
  • What strategies can you put in place to retain these clients?

Marketing Services: How can marketing services providers differentiate themselves from each other?

  • Why is it so hard for marketing services providers, especially agencies, to differentiate their offering?
  • Is it possible in the first place to do so, or is it fair to say that a lot of what marketing services providers – including tech vendors and agencies – is generic, or, at best, difficult to articulate?
  • Which marketing services providers really stand out? What do they do to make themselves stand out, and what can we learn from them?

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?

Telcos: How to effectively manage customer dissatisfaction

  • What are the main sources of customer dissatisfaction when it comes to their telco provider?
  • How can telcos provide customers flexibility in their plans while decreasing their desire to switch?
  • Are there telcos that are actually loved by customers? What do they do inspire brand love?
  • What strategies can telco marketers put in place to make customers happy? How can telcos be proactive rather than reactive in their customer engagement efforts?

Travel: How to gain and keep the loyalty of travelers

  • What can we learn from the best loyalty programmes in travel? How do they stand out?
  • When does it make sense to create a new loyalty programme? When should brands focus on being a part of existing coalition programmes?
  • Beyond loyalty programmes, what can travel brands do to ensure customers stay loyal?
  • What do travellers look for when making travel arrangements?
  • Do Points/Miles still excite and motivate customers to stay loyal?
  • What do businesses in travel need to do, to remain relevant to today’s customers
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
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?

Networking Drinks Reception

Join us for a drink at the end of day one to develop lucrative new relationships and cement existing ones.
last published: 03/Nov/17 13:25

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 marketers can overcome Gen Zs 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 why brands should move beyond CSR
  • The business case for supporting a cause: Gen Z and the Millennial generation are increasingly cynical, so learn 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
Deepesh Trivedi

Bridging the gap between sales and social

  • If social platforms are where products are discovered, why is there such a discrepancy in attribution?
  • When will social commerce become common practice? What will need to happen to push customers to buy directly from social platforms?
  • Until that happens, should brands view social platforms as advertising and demand-gen tools first?

Share & Solve: Technology & Strategy

Following our morning keynotes, you’ll get to choose from the following roundtable discussions to participate in. Each focuses on a strategic or technological challenge focused by marketers.

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?

Investing in content marketing technology: What do you have to consider?

  • Video technology: Which works best for brands?
  • What technology helps most in content creation?
  • Outbrain vs. Taboola: What’s the verdict? What about Revcontent and other competitors?
  • What questions should you be asking potential vendors when buying content marketing technology?

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?

What value can AI give marketing?

  • What is the most impactful change you have seen with the use of AI in marketing?
  • Is AI a boon or bane for marketers?
  • What does a data driven, AI obsessed marketing bias means for brand marketers?
  • How to leverage creativity with data driven AI?
  • Can AI truly replace marketers in the future?
  • How will AI in Marketing evolve in the next 5 years?

Networking Refreshments and Exhibition Visit

Phi Van Nguyen

Chair's Opening Remarks

Customer Success

Uma Talreja

Service Recovery: How to turn complaining customers in loyal customers

  • How do to 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?
  • Case studies of service recovery from Raymond and Burger King
Apple Allison Perez

Keeping up with the service expectations of the next generation

  • How do the expectations of Millennials and Gen Z differ from previous generations?
  • Keeping up with the social media game: How to ensure your customer service is impeccable across all platforms
  • Self-service vs. full-service: How do you strike the right balance?
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

Networking Refreshments and Exhibition Visit


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

End of Conference

last published: 03/Nov/17 13:25