DETAILED PROGRAMME

Day 1: 14 May 2018, Monday
7.45 am Registration and Morning Coffee
9.00 am Welcome Remarks by the Chair
Andreas Vogiatzakis
CEO
Havas Media Group Malaysia
9.15 am KEYNOTE ADDRESS
MOMENT IS THE NEW MARKETPLACE

People ARE Living in the Moment These Days! Isn’t it Time Your Brand Connects with Their Moments?

Ramakrishnan C. N.
Partner Entropia Malaysia

These days, a trigger such as heavy rain, traffic jam, or an election can make your brand suddenly relevant. Couple this with the fact that as the consumer’s life gets more packed, they will seek to live in the moment to get the best out of it. And people expect Brands to come into their lives at the moment and time when they want it. This case supported presentation will explain what these moments are, how your brand can spot the moment that matters, deliver the right content, connect and convert into commerce.
10.00 am Morning Refreshments
10.15 am MARKET TRENDS & INSIGHTS
Key Insights & Trends that are Impacting Consumers, Brands and Media in Malaysia

Daniel Lee
Account Director
Kantar Worldpanel Malaysia

This not-to-be-missed presentation will deep-dive into the happenings and challenges that Brand Builders must pay attention to from the immediate to the medium term. It will unveil key trends which are influencing consumer behavior and offer insights and trends within the retailer and media space as well. An analysis of current 'hot buttons' will be presented, along with the implications for brands.

  • An overview of happenings in the Malaysian buying environment
  • How are Malaysian consumers behaving these days? The future?
  • Leveraging the retailer environment for growth in Malaysia
  • Effective and focused media allocation and implications for brand building
11.00 am THE RISE OF THE MACHINES
The MD of Daimler Benz: “…Our Competitors are Tesla, Google, Apple & Amazon!”

Dan Paris
Regional Director – Business Development
TBWA Singapore

The 21st Century Brands are a new breed of organisations that are using technology and hacking traditional industries. These disruptors are product-first, metrics-driven, work at the speed of light and are disrupting the lives of brands and consumers. This case-rich not-to-be-missed presentation will share details about these new and upcoming disruptive technologies, how they can potentially affect your business; and what you must do – prepare or else…!
Dedicated E-Commerce for Brands Segment
12.00 am E-COMMERCE REALITY CHECK!
What are the Chances for Your Product to Dominate and Fare Well in the Online Shopping Space?

James Graham
Senior Insight Director
Kantar Worldpanel Malaysia

Hear out a reality check about the future that the online channel offers to products. Yes, online is going to grow but HOW? You need to be there but do you need to INVEST a LOT? Do all your products need to be treated equally? Which products are most likely to deliver HIGH ROI? What COMPELLING REASONS can you give your shoppers to buy your brand online vs. in-store?
12.45 pm Lunch
1.45 pm CONTENT STRATEGY FOR E-COMMERCE
How You Can Establish Thought Leadership For Your Brand in the Increasingly Crowded E-Commerce Space!

Matteo Sutto
Chief Marketing Officer
iPrice Group, Malaysia

Fact: The average conversion rate of e-commerce sites with well-planned content marketing is about 3%, compared to sites without a content strategy, 0.5%. Good content is shared in social media and increases word-of-mouth mentions. This case supported presentation will explain how your brand can leverage from well-planned content marketing strategy in the e-commerce space.
2.15 pm ONLINE SEGMENTS & PRODUCT POTENTIAL
A Deep-Dive into the Online Customers and the Categories they are Most Likely to Purchase Online in Malaysia

Divya Singh
Senior Consultant
Kantar TNS, Malaysia

Online purchase has become a common scene in Malaysia and we observe a rapid growth of e-commerce platforms and online stores in the recent years. As Malaysian consumers are becoming more well-informed about the connected world, we need to better understand the different segments of e-consumers and the categories that they are most likely to consider and buy in the future. This presentation will unveil not just the latest online buying trends, and the categories to purchase but also how to target and capture these e-consumers.
3.00 pm STILL AT THE CROSSROADS?
Managing Your Anxieties and Challenges About Delivering Success from the E-Commerce Space

Hui Mathews
Founder & Chief Storyteller
Ash Be Nimble Malaysia

Listening to Hui who has “Been There and Done That” can help to better tackle the real anxieties about your e-commerce activities. The lingering questions about e-commerce brand building include: Do we adopt a start-up or corporate mentality to be successful in the e-commerce space? What are the potential pain points? How do we manage them proactively to repel failure? What are the other key considerations impacting e-commerce success?
3.45 pm Afternoon Refreshments
4.00 pm TRANSFORMING DIGITAL BUSINESSES
Here are Some Valuable Lessons to Learn from the Frontlines

Gaurav Bhasin
CEO
Mudah.my

Gaurav has been at the forefront of transforming underperforming digital businesses at different life stages from start-up to expansion. Since 2010 Gaurav has been with 701 Search (which runs digital marketplaces in the region including Mudah.my) where he has been repeatedly tapped to take on various challenging assignments in SE Asia - salvaging lost markets; kick-starting monetization; driving product innovation; leading marketing & building brands; mobilizing teams and revamping organization culture.

In this presentation, he will share his learnings from this journey.
4.45 pm MANAGING E-COMMERCE CHALLENGES
Case Studies: Effective Ways to Manage the Challenges that Brands Experience in the Online Retail Space

Rachel Tan
Marketing Lead
Shopee Malaysia

Brands and Brand Marketers are often caught by surprise by the unique challenges that they need to manage while marketing their brands online. This interesting case-supported presentation will list the challenges, and offer the proven solutions that can be implemented in order to mitigate their impact, and deliver expected results.

5.30 pm End of Day 1
In addition & in-between for 2 days:

WHAT’S HOT in the DIGITAL & SOCIAL SPACE


Mohd Adly Rizal (Adly),CEO
FriedChillies Media Sdn. Bhd.

Presenting 10 Byte-Sized 60-Second Capsules with Ideas & Insights!

Lately, so much has been happening in the digital and social space! The rapid changes connected with the rules of adoption and engagement have the potential to throw well-crafted plans off-track. These changes are catching brand marketers off-guard!

Adly’s bite-sized capsules will furnish updates along with answers to your “What can we do?” questions!
Day 2: 15 May 2018, Tuesday
7.45 am Sign-In and Morning Coffee
9.00 am Opening Remarks by the Chair
Andreas Vogiatzakis
CEO
Havas Media Group Malaysia
9.15 am KEYNOTE ADDRESS
NURTURING A CHALLENGER MINDSET

How to be Bold, Go Against Existing Conventions or Category Codes; and Grow Your Business!

Chan Meng Yang
General Manager, Marketing
MAMEE-Double Decker, Malaysia

To really be a challenger brand, one has to believe in something; passionately deliver to the market the one thing that is missing in the category; and deliver it brilliantly, but with an attitude!

And MAMEE-Double Decker is a formidable challenger; relentlessly surprising the market with new products that break conventions and succeed. This interesting presentation of case studies is worth your time!
10.00 am STAYING AHEAD OF THE CURVE
The South East Asian Future: Predicting What Will Impact Brands & Customer Engagement and How to Stay Ahead

Steve McGinnes
Chief Client Officer
Cowan Asia Pacific

What are the upcoming shifts and the triggers that will effect you in the next few years? How will they impact brands and engagement with customers in Malaysia as well as the region? How can Brand Builders start preparing now? How can you ensure that you don’t just survive, but thrive in the future?

This engaging, insight-led and action-oriented presentation will share not only examples about the local brands that have successfully predicted change and updated ahead of the curve, brands that refused to see changes coming – and suffered the consequences, but also the specific future challenges coming your way and how to turn threats into opportunities.
10.45 am Morning Refreshments
11.00 am CULTURAL TRENDS & LOCALISATION
Malaysian Cultural Trends – What Your Brand Can Potentially Do to Ride on Them!

Gertjan Tijms
Director, Strategy & Innovation
TBWA Malaysia

In an era of increasing diversity, the proactive brands often spot and ride on emerging or new sub-cultural trends. Trends such as authenticity, local love, ethical living and escapism offer brands the opportunity of delivering memorable experiences, and ensuring brand affinity.

What are the sub-cultural trends? How are brands leveraging them in Malaysia? How can my brand benefit? The answers to these and other questions will be furnished in this interesting presentation.
11.45 am UNSTEREOTYPE: BUILDING DEEPER BRAND CONNECTIONS THROUGH INTENT
Connecting with Customers by Listening to Intent-Based Signals and Appreciating Their True Passions

Su Ann Lim
Head of Industry, Tech & Telco
Google Malaysia

Consumers are no longer choosing brands solely based on price and convenience. They increasingly care about a brand's values and seek out brands that connect to their values. Brand authenticity and connection to customers’ matter more than ever.

However, brands are still relying too much on stereotypes and demographic brackets, rather than listening to intent-based signals and understanding the true passions of their customers. This presentation will explain with examples how brands that will win the hearts of tomorrow's customer are the ones that will listen, respond relevantly, and earn attention.
12.30 pm

PLUGGING INTO THE MILLENNIALS
FACT: Millennials Make-Up 36.82% of Malaysia’s Population! Can You Afford to Ignore Them?

Vicky Ortega
Head of Strategy
&
Gayia Beyer
Director of Applied Anthropology
Havas Media Group, Asia Pacific

Given the significant size of this segment and the obvious impact they will have on brand building, it is important for Brand Builders in Malaysia to obtain a deep appreciation about who these millennials are, the various sub-segments, their nuances, and the impact on product categories.

This case-supported presentation will deep-dive and unveil details about the Millennials and how Brand Builders from various product and service categories can connect with them to grow their brands.
1.30 pm Lunch
2.15 pm

BUILDING MEANINGFUL CONNECTIONS
How to Make Meaningful Connections with Customers in a Social World of Content Overload

Andreas Vogiatzakis
Chief Executive Officer
Havas Media Group, Malaysia

In a world of too many tweets, Facebook messages and YouTube uploads, only brands that form meaningful connections with people will prosper. A meaningful brand has a positive impact on our personal and collective wellbeing, and delivers on its functional benefits as well.

This case-supported presentation will unveil the key steps that you can take in order to transform your brand into one that is meaningful – and forge enduring connections with consumers by improving their personal and collective well-being.
3.00 pm CREATING ENGAGING BRAND ACTIVATIONS
How to Design Brand Activation Programs That Inspire Customers to Act

K J Tham,
Managing Consultant / Brand Strategist,
Buumerangbrandz Malaysia

Brand activations can be crafted in many forms and delivered through multiple channels. And it all starts with the word "why." Why will your customer care? Why must they engage with your brand activation? The answers will help to develop an activation model through a multichannel approach – which could be social, experiential, digital. Organising personalized experience in layers will move your brand further than a campaign which is planned and executed in a silo. Brand owners must always be mindful that it is not just about WHAT TO DO, but HOW TO DO IT RIGHT. This case-supported presentation will deliver effective ideas for designing an effective activation programme for your brand.
3.45 pm Afternoon Refreshments
4.00 pm RESEARCH ON A SHOESTRING BUDGET
Here’s How You Can Appreciate Your Market & Customers thru’ Cost-Effective Research Methods

Kua Theng Hong
Principal Consultant
Mind Connect, Malaysia

Say “Research” – a “large budget is needed” is the first unwelcome belief held by Brand Builders. This case-supported presentation from a seasoned marketer will remove the misconception and offer clever ways in which you can benefit from research on smaller and very affordable budgets.
4.45 pm End of Brandfest 2018