Digital, 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.

Paid Media

Arnab Ganguly

Paid advertising on messaging apps

  • What new forms of paid ads will marketers need to come up with for BBM, Facebook Messenger and LINE?
  • Platform and strategies on BBM, Facebook Messanger and LINE
  • Budget and expected ROI?
Yang Yang

Eradicating inefficiencies in the digital media supply chain

  • Why understanding the digital media supply chain is important
  • A breakdown of what the digital media supply chain actually constitutes
  • Which intermediaries actually cause inefficiencies?
  • Questions marketers need to ask their agencies when reviewing programmatic costs
Boye Hartmann

eCommerce marketplaces as a source of marketing data: A look into Southeast Asia

  • How helpful is Amazon’s purchase data for retargeting?
  • Are Tokopedia, Lazada and their ilk worth advertising on? How easy it for advertisers who don’t sell through them to work with them?
  • When will marketplaces become a key source of data for advertisers in Southeast Asia?


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


Linda Tran

How marketers should think about virality

  • Why virality is an important measure of a social media marketer’s success
  • Is virality predictable? If so, how do you do so?
  • Campaigns that have gone viral – examples of regional campaigns from ZALORA, Chanel, CMG.Asia and more
Marine Obin-Ratto

Growth Hacking

Ronnie Thomas

How to apply growth-hacking techniques to analogue brands

  • What growth hacking actually means, and how it differs from traditional marketing
  • The challenge for ‘Analogue’ brands
  • A consumer centric framework to enable growth hacking for ‘analogue’ brands
  • Case studies including Lifebuoy Infection Alerts System and McDonalds McDelivery
Elvin Li

Paid acquisition work for growth hackers: A case study from Reebonz

  • Organic options for growth hacking: What are some realistic tools for marketers in 2017?
  • Does growth hacking imply that money cannot be spent on customer acquisition? Is advertising an option for growth hackers?
  • How to ensure you’re spending time on the biggest and most profitable users
  • Why acquiring new users isn’t the key goal: Why growth hacking really is about getting new customers fast
Pedro Baliza

Making your marketing truly growth-based

  • How do you train people to be ‘growth hackers’ rather than marketers?
  • What cultural changes need to take place to make marketing truly growth-based?
  • What pace of action do you have to get used to be a true growth hacker? Do you have to work faster, or just differently?

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

Digital, 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


Panel discussion

What level of social media targeting is acceptable in the name of success?

  • What are your reasons for being present on social media?
  • What do you take into consideration when advertising on social media?
  • Is it acceptable for social media platforms to make highly private information available to advertisers?
  • What will be your targeting capability wish list?
  • What next for paid social – what does 2020 look like?
Rifky Septiaji

What it actually takes to succeed on Instagram: Insights from Indonesia

  • How Indonesians use Instagram
  • An overview of key feature updates, and how they work in Indonesia
  • Understanding what Instagram is useful for: How to use it for more than just paid advertising

Networking Lunch and Exhibition Visit


Ophenia Liang

Understanding how to use sponsored content: A perspective from the Chinese market

  • How brands in China use sponsored content as part of their marketing
  • How can you make sponsored content stand out?
  • Leveraging social media and video platforms
  • Understanding the crucial role of KOLs in sponsored content
Sumit Ramchandani

Networking Refreshments and Exhibition Visit

Video Advertising

Erik Davies

Proven strategies to optimize video for mobile campaigns

  • Maximizing your value and ROI on video ads: How to get around the limitations that scrolling behaviour places on creative storytelling
  • What marketers frequently get wrong about video ads today, and what they can do about it
  • Best-practice examples from CMG, Budweiser and more
Tim Sharp

The case for long-form content

  • Expectations vs. Reality: Why simply producing videos does not produce an audience
  • How Long is ‘Long’? Content Shock and The 'Netflix Paradox'
  • Measurement: Why we are here in the first place?
Reuben Philip Abraham

An examination of completion rate as a metric for the success of video ads

  • How reflective are completion rates of actual viewability?
  • What counts as a 'view'? A look at Twitter, Instagram, Facebook and YouTube
  • How much importance should completion rates be given as a measure of success?
  • How to target the right way to get maximum efficiency on your video ads
  • What is the most important video marketing metric?

End of Conference

last published: 03/Nov/17 13:25