3rd July 2024, Wednesday

8:00 AM

REGISTRATION

9:00 AM

Welcome Address by the Chair – Andreas Vogiatzakis
Executive Director, AMVPLUS ADVISORY

9:15 AM

SESSION 1: AI & The DINOSAUR
“AI This That, and the Uncertain Future of Dinosaur CMOs”

“I started my first job in 1998. Which makes me - in marketing terms at least - a dinosaur. As a leader of marketing teams, I’m excited by the tremendous potential of integrating AI across different parts of marketing from insight to ideation, from quickening production to improving media outcomes. As a dinosaur, I’m terrified,” Sulin Lau.

This keynote shares both professional and personal perspectives of how to walk that narrow, rocky path between Relevance, Adaptation and Obsolescence.

Speaker:
Sulin Lau, Regional Head of Marketing and Brand - Deliveries, Mobility, Fintech, B2B
Grab

10.00 AM

SESSION 2: MANAGING REPUTATION AMIDST UNCERTAINTY
Is Your Brand Reputation Safe from Divisive and Controversial Local or International Issues?

Swift calls for the boycott of any brand can unexpectedly happen when consumers perceive an alleged misstep by said brands over issues that are close to their heart. Recent calls for the boycott of once-considered invincible brands have resulted in lower traffic, loss of revenue and plummeting brand sentiments.

So, how can PR and Brand Marketing teams strategically navigate increasingly divisive issues, and manage brand reputation?

This case-supported presentation will explore the methodology behind measurement to help your PR and Brand Marketing teams plan and execute proactive and reactive measures when confronting controversial issues, tackle reputational issues strategically as they arise, and correctly gauge sentiment of brand conversations.

Speaker:
Jeremiah Rodrigues, General Manager
CARMA Malaysia

10:45 AM

COFFEE BREAK

11.15 AM

SESSION 3: EAST MALAYSIA BECKONS!
Insights, Trends and Opportunities for Brand Builders in Sabah & Sarawak

The East Malaysian market may seem like a bit of a mystery to some of us; feeling very distant at times. How much do we really know about the consumer sentiments, shopper behaviours, the retail & product landscape, seasonal/festive impact, as well as the different challenges in logistics in East Malaysia? Or are we just treating Sabah & Sarawak as an adjunct to Peninsular Malaysia by applying a blanket strategy for the sake of efficiency? This presentation will unveil the hidden truths about East Malaysia, so that brand builders will be better able to make informed decisions on how best to tackle this region in a targeted and efficient manner, to unlock its potential for incremental growth by optimizing:

  • FMCG forecast
  • Shopper reaction to inflation
  • Portfolio & category management
  • Channel strategy
  • Promotion strategy
  • Demographic targeting

Speaker:

  • Christopher Choong, Account Director

  • Kantar Worldpanel Malaysia

12.00 PM

SESSION 4: Meet the BRUTALLY FRANK MARKETEERS!
Ask Away and Receive Workable Solutions to Your Brand Marketing Challenges and Doubts!

From insights to brand building to trade marketing to pricing to communications to managing a marketing team across both B2C and B2B sectors – this is your opportunity to “Just Ask” the practitioners who will inspire you with their experience and expertise, and furnish workable solutions to your brand marketing challenges!

So, pile-up your questions! Post them real-time! Receive practical ideas, tips & solutions from:

  • Santharuban Thurai Sundaram, Chief Executive Officer, Etika Group of Companies (Malaysia, Singapore & Brunei)
  • Sulin Lau, Regional Head of Marketing and Brand - Deliveries, Mobility, Fintech, B2B, Grab

1:00 PM

LUNCH

2:00 PM

SESSION 5: RAMP-UP with WHATSAPP
Case Studies: Unlock the Power of WhatsApp to Drive Conversions, Increase Revenue and Manage Customer Lifetime Value!

Personalised, Effective and Higher Open Rates best describe the power of WhatsApp to unlock revenue increasing opportunities for your brand. And in a recent survey, about 97.7 percent of respondents in Malaysia stated that their favourite communication application was WhatsApp. The conversions and revenue growing opportunity becomes clear when over 13.8 million Malaysians use WhatsApp every single day. This case-backed presentation will explain how your brand can unlock the power of WhatsApp from engagement to conversion to consistent revenue streaming.

Speaker:
Ng Hun Jie, Commercial Director
The D Group

2:30 PM

SESSION 6: DATA, ANALYTICS & GROWTH
Why Trustworthy Data Should Be the Bedrock of a Brand’s Marketing Initiatives, and What are the Key Ingredients to Build a Data-Driven Marketing Organization.

1-to-1 marketing has been the elusive holy grail of brands for over a decade. But do marketeers really know their customers or are they still guesstimating? Discover how brands can capitalize on data to unlock insights on their customers and optimize their processes. This informative presentation will share case studies on how other brands have successfully used data analytics to improve their marketing efforts.

Speaker:
Auzani Ridzwan, Head of Partnerships, Data Transformation
Axiata Digital & Analytics (ADA)

3:00 PM

SESSION 7: HOT IN OUT @ECOMMERCE
What’s New, What’s Hot, What’s In, and What’s Out – What Must Brand Builders Do in Malaysia’s Dynamic eCommerce Space!

The status quo shift in the dynamic eCommerce sector is largely driven by both proactive and reactive competitive forces. Evolving technologies, innovative media, and newer modes of delivering a brand message and product features offer eCommerce marketeers plenty of opportunities to grow faster or otherwise. With platforms now experimenting with AI to drive conversion and content, the lines between local and global consumer outreach are blurring. These are just some of the many key trends marketeers must pay attention to, and this presentation will show you What’s Hot and In, as well as What’s on the Way Out!

Speaker:
Zed Li, Chief Operating Officer
Lazada Malaysia

3:45 PM

COFFEE BREAK

4:15 PM

SESSION 8: NAVIGATING A CHALLENGED ECONOMY
Strategies for Aligning Your Businesses and Brands with the Changing Needs and Values of Malaysian Consumers Amid Economic Uncertainty

In today's dynamic market landscape, understanding consumer behaviour is paramount for businesses to thrive. Of late, encouraging signs seem to be the beacon for marketeers, yet consumer sentiment remains muted. This presentation draws insights from an inaugural consumer tracking study, shedding light on the shifting needs, values, and expectations of Malaysian consumers. Unravelling the intricacies of consumer behaviour, it equips marketeers to seize emerging opportunities for brand growth.

Speakers:

  • Kiron Kesav, Chief Strategy Officer, Omnicom Media Group Malaysia
  • Julie Ng, Co-founder, Vase.ai Market Research

4:45 PM

SESSION 9: ECOMMERCE NEW MARKET PENETRATION
Taking Advantage of Proven Ways to Grow Revenue from New Markets Within the Online Space

When conversions and revenue hit a saturation point in the current online market, the strategic response is to identify new sources of business and explore new ways of doing business. From campaign planning to leveraging collaborations and more, this case-supported presentation will offer ideas and insights for growing revenue from the eCommerce environment when the present sales environment becomes saturated.

Speaker:
Emilia Lee, Fashion Director
Lazada Malaysia

5.30 PM

SESSION 10: JUST ASK LAZADA

From online shopper insights to brand building to data analytics to store operation to managing pricing to marketing and to logistics – we invite you to seize this opportunity to “Just Ask LAZADA” and receive potentially workable solutions to your eCommerce Marketing challenges!

So, pile-up your questions! Post them real-time! Receive practical ideas, tips & solutions from:

  • Zed Li, Chief Operating Officer
  • Emilia Lee, Fashion Director

  • Lazada Malaysia

6:00 PM

End of Day 1

In addition, and in-between for 2 days: Six 60-Seconds Actionable Ideas and Tips!

“Points to Ponder: Useful Common-Sense Marketing Ideas & Tips for Steering in Various Challenging Brand Marketing Situations!”

Mohan Alagappar, General Manager
GBA Corporation Malaysia

Your product range has extensive variety – which variants will you flagship? A tiny budget for research – how will you hit the streets and gather useful information? Launch budget cannot support aggressive campaigning – what is the better way to launch and increase
off-take? White spaces, channel strategy, pricing dilemma and more - These and other burning challenges will be answered through
Six 60-seconds actionable capsules.

4th July 2024, Thursday

8:00 AM

REGISTRATION

9:00 AM

Introduction by the Chair – Andreas Vogiatzakis
Executive Director, AMVPLUS ADVISORY

9:15 AM

SESSION 1: PHENOMENAL GROWTH AMIDST CHALLENGES
CUCKOO’s Inspiring Story: Find Out How a Dynamic Brand Grew Amidst Challenges to Become Malaysia’s Leading “Healthy Home Creator”; in Just Under 10 years!

CUCKOO had everything to do with water purifiers since 2014. Fast forward to 2024, the brand now plays host to a diverse range of Healthy Home solutions whilst serving over 1.7 million Malaysians. The coordination of channel strategy, pricing strategy, product innovation, quality assurance, and among others brand collaboration continues to fuel CUCKOO’s phenomenal growth, and despite challenges. This not-to-be-missed informative presentation will share CUCKOO’s inside-story.

Speaker:
Queenie Goh, Chief Marketing Officer
CUCKOO International (MAL) Sdn. Bhd.

10.00 AM

SESSION 2: RELAUNCH AND REBRAND EFFECTIVELY
Spritzer’s Story: The Brand Transformational Journey in Reinvigorating the Bottled Water Category, from Packaging, to Innovation, Communication Strategy and Sustainability.

Say Spritzer and one will think of silica mineral, the iconic bottle shape, the turquoise cap, and the rainforest label design. It is not merely mineral water, but beyond that. How does a 30-year-old mature brand transform its brand narratives in the pursuit of becoming Malaysia's favourite brand. The risk of exiting from its past heritage, identity and embracing and communicating a completely new identity has not been easy. A not-to-be-missed story about consistent brand building, thoughtful product and packaging innovation, effective comm campaigns, and topped with genuine commitment to sustainable practices for a greener future. Spritzer’s story and the strategies deployed in rebranding itself successfully will hopefully inspire you to evolve your brand and product in this fast-changing consumer era.

Speaker:
Shiao Chan, Head of Marketing
Spritzer Group

10:45 AM

COFFEE BREAK

11.15 AM

SESSION 3: TikTok SHOP is a THING!
Ideas & Insights: Unleashing the Power of TikTok Shop to Enhance Engagement, Drive Conversions, and Increase Revenue

15-seconds on TikTok Shop may feel very fleeting to garner attention. But the collusion of audiences that are
time-sensitive and powerful content can unleash opportunities for brands to engage customers, drive conversion and grow market share. It all begins with useful audience insights, and powered by useful indicators and frameworks that advise exactly how brands can engage audiences on TikTok Shop. This case-backed tag-team presentation will explain how your brand can unleash the power of TikTok Shop for engagement and conversion.

Speakers:

  • Tee Kee Lion, CEO & Founder, Store N Go
  • Nur Azre Abdul Aziz, Head of Offline Acquisitions & Partnership, TikTok Shop Malaysia

12:00 PM

SESSION 4: CREATIVITY PAYS!
Fireside Chat: Unlocking Creativity as a Brand-Building Superpower

Join the co-chairs of the 4As Malaysia Creative Council in a fireside chat on the power of creativity as they speak to three seasoned marketeers who have a track record for drawing on creativity to win long-term fans for their brands. Our three marketing leaders have been behind iconic campaigns that have not only won the hearts and audiences and recognition at the recent 4As Kancil Creative Awards (Malaysia’s premier award for creativity), but also business success for the brands they helm. Join their intimate chat as they discuss their experiences in navigating the challenges and opportunities in committing to creative brand-building through thick and thin.

Panellists:

  • Andrew Yeoh, Group Head of Marketing, TIME dotCom
  • Tai Kam Leong, Chief Sales & Marketing Officer, Astro
  • Tiffany Tang, Marketing Director of Malaysia, Singapore and Vietnam, Reckitt

Moderators:

  • Adam Miranda, Co-founder and Executive Creative Director, Fishermen Integrated
  • Emir Shafri, Chief Creative Officer, Publicis Groupe Malaysia

1:00 PM

LUNCH

2:00 PM

SESSION 5: OPTIMISING MEDIA INVESTMENTS
Ideas to Optimize Media Investments for Your Brands and Increase Conversion Rates

Higher conversions and sales revenue! These key deliverables are to be expected from any media plan and strategy. Sustainable growth comes when the media strategy is balanced enough to build a brand that consumers love, and delivers business performance in recurring short-term cycles. It begins with an audit of current happenings in the media landscape, build an evolving near-future and mid-term scenario of the fragmented landscape, move to reconcile with actionable customer and audience insights, and engaging customer demand with media-platforms that will deliver results. This presentation will deliver 2 segments – the first will furnish useful data about the current media landscape along with trends and the second, case studies of effective use of media across effective platforms to deliver conversions and higher revenue.

Speaker:
Sheila Shanmugam, CEO
Mindshare Group Malaysia

2:45 PM

SESSION 6: SCALING-UP BRAND REVENUE
Case Studies: Discover How Your Brands Can Leverage the Power of Affiliate Marketing to Scale-Up Sales Conversion and Increase ROI

From automobile to fashion to gaming to property, literally any product category – undervalued revenue streams such as affiliate marketing offer marketeers the opportunity to increase their total revenue and share of market; and at a rapid pace. This case-rich presentation will propose how marketeers can use the right tools and frameworks to leverage the power of affiliate marketing; and why dabbling in it is worth the energy and resources.

Speaker:
René E. Menezes, President and Co-founder
Involve Asia

3:30 PM

COFFEE BREAK

4:00 PM

SESSION 7: ENGAGING CHINESE CONSUMERS
Deep Dive into the Segments and Mindset of Chinese Consumers in Malaysia; Explore Growth Opportunities for Your Brand and Drive Conversions

The size of Malaysian Chinese Consumer segment may have flatlined; yet the segment presents opportunities to increase conversions and grow revenue. Brand Builders must deep-dive and address these questions: Can we generalize the Chinese Malaysian in terms of traits? How are they different in outlook towards life, education, lifestyle, careers, consumption, or shopping? How do we engage the various Chinese Malaysian segments and increase revenue? This informative presentation will detail nuances of the various Chinese Malaysian clusters and unveil the windows of opportunity for brand builders.

Speaker:
Tan Lee Chin, Group COO (Group Content and Strategy)
MCIL Malaysia

4:45 PM

SESSION 8: ENGAGING MALAY CONSUMERS
Case Studies: Effective Creative Communication and Activation Strategies that Engages Malay Consumers

Effectively connecting with and engaging the largest segment in Malaysia must top the list of every brand builder. The Malay consumer segment is undoubtedly fragmented. One needs to examine and dissect the segments and understand them more intimately. This will help in developing a relevant and compelling campaign or marketing activation. It’s not one size fits all when developing campaigns or activations for the Malays or any consumer segment. Come and see how brands and businesses can effectively target and execute better through a sharing of case studies, campaigns and activation examples. This is an opportunity to walk away with key communication or activation ideas for engaging Malay consumers.

Speakers:

  • Leonard Lim, Chief Strategy Officer
  • Emma Delinie, Brand Activator

  • Ideascape Consulting Group

5:30 PM

End of the 19th BFM BRANDFEST 2024