Welcome Address By Andreas Vogiatzakis
Group CEO, Star Media Group
KEYNOTE SESSION: MCDONALD’S LOVES MALAYSIA!
Insights and Inspiration from an International Brand that Prioritizes Localisation
Speaker: Eugene Lee, Marketing Director, McDonald’s Malaysia
Synopsis: From a hyper-localized menu, to advertising & communications that resonate with all Malaysians, McDonald’s Malaysia’s has driven strong double-digit growth for the past 5 years at 290 restaurants across the country. By adapting its menu to Malaysian palates, to personalizing its digital communications to engage with locals, to unforgettable Malaysian campaigns such as Ayam Goreng McD, Spicy Korean Burger and the recent embracing of the “Mekdi” nickname – this is the story of McDonald’s localisation journey in Malaysia, complete with insights and execution successes to inspire all marketers.
Session 2: GROWING IN A FLAT MARKET
Finding Growth in a Flat Market, Reducing Wastage and the Upsides of AI!
Speakers: Cynthia Su, Experts Solution Director and Terry Kok, Head of Business Development & Marketing Worldpanel Division of Kantar Malaysia.
Synopsis: This not-to-be-missed presentation will unveil an up-to-date bird’s eye view of Peninsular Malaysia’s FMCG outlook. Given that brands are now challenged begs this question - where else is the growth opportunity? EAST MALAYSIA is certainly on the menu, but brand builders must know how different are the consumers there! Secondly, in a heavy promotional environment, reduction of wastage too can translate to growth. And to top that, a showcase of the upside of having an AI enabled infrastructure.
Session 3: ACTIONABLE IDEAS TO GROW YOUR BRANDS
SESSION 3.1: TRACKING THE RIGHT METRICS TO MEASURE YOUR BRAND'S MOMENTUM?
Speaker: Maslina Mokhtar, Client Partner, Kantar Insights Division
Synopsis: To build momentum, you must know quickly when to course-correct during the brand’s growth journey. This presentation will show which headline indicators you need to identify how well your brand is doing across the areas of experience, exposure and activation – helping to focus your investment for future success.
Session 3.2: OPTIMISING BRAND EXPOSURE TO INFLUENCE FUTURE SALES
Speaker: Divya Singh, Senior Consultant, Kantar
Synopsis: Exposure and a coherent idea of what your brand stands for will determine if enough potential buyers will choose them. This session will explain how brands can outperform category expectations through great creatives, maximising synergies across media, and using smart analytics to optimise media investments.
Session 3.3: 2020 MEDIA TRENDS AND PREDICTIONS
Speaker: MC Lai, CEO, Kantar
Synopsis: So “what’s next” for media in 2020? This session will share the 3 key strategic themes you need to know: The technology trends transforming the media landscape; The spaces that brands can credibly occupy; The context and catalysts for change.
Session 4: MICRO-INFLUENCERS DELIVER!
Want More Eye-Balls for Your Brand? And Authentic Connections?
Micro-Influencers will Help!
Speaker: Yuh Wen Foong, CEO, The SushiVid Group
Synopsis: Forbes quotes a study which analysed 800,000 Instagram users: “Those with less than 1,000 followers generally received likes on their posts 8% of the time. Users with 10 million+ followers only received likes 1.6% of the time.” Be it for product reviews, or launches, or sponsored posts; those with smaller followings between 1000 and 10,000 people are considered authentic, relatable, genuine and real! And a cost-effective marketing tactic! This data, insights presentation of cases with unpublished information will offer actionable ideas to amplify customer-brand engagement across various categories with the power of micro-influencers.
Session 5: SCALING E-COMMERCE INTERNATIONALLY
The Case for Growing E-Commerce Beyond Malaysia’s Borders – Why? How?
Speaker: Hans-Peter Ressel, CEO & Founder, Momentum Commerce Malaysia
Synopsis: Despite growing optimism, there is potentially a limit to the revenue that the e-commerce channel can deliver to brands within Malaysia. A plethora of marketplaces, brand.coms, and an abundance of sellers as well as products is suggesting that the turf may be inching towards saturation point. Brands in Malaysia may counter-balance this likely challenge by exploring the potential to grow revenue from the international marketplace. This case-supported presentation by the founder of Lazada will propose ways in which brands can grow their e-commerce business beyond Malaysia’s borders.
Session 6: SOLUTIONS & E-COMMERCE TARGETS
Ideas: Cases of Marketing Solutions for Delivering Your Brand’s Objectives in the E-Commerce Channel
Speaker: Rachel Tan, Founder & CEO, IRL Media
Synopsis: A multi-channel brand plan will pin-point post-analysis the marketing objectives and targets to achieve from e-commerce channels. However, delivering it relies on the activation and implementation of the coordinated mix of thoughtfully created marketing solutions. This presentation will deliver ideas from case studies of solutions that were crafted for brands from different categories in order to deliver their e-commerce marketing objectives.
Session 7: E-COMMERCE TRENDS 2020-2021
Trends that Brands Must Pay Attention to from the Dynamic E-Commerce Space in Malaysia
Speaker: Zed Li, Head of Business, Shopee Malaysia
Synopsis: The e-commerce business is changing all the time at a relentless pace. Catching-up with and leveraging the changes needs an appreciation of the trends that will matter to Brands in the near and not-so-far future. So, if Live Shopping and Augmented Reality, among others will affect marketing plans, what else made the list? This presentation will showcase with supporting data, the key trends that matter and the implications for the e-commerce marketing plan.
Session 8: JUST ASK THE E-COMMERCE PRACTITIONERS
Hans-Ressel Peter, CEO & Founder, Momentum Commerce Malaysia
Gary Lum, Group Executive Director, Mono & Co Malaysia
Synopsis: We invite you to “Just Ask” the experienced e-commerce practitioners who will furnish workable solutions to your brand marketing challenges in the e-commerce space – from insights to brand building to supply chain management to pricing to communications. Pile up your questions, post them real-time and receive practical ideas, tips and solutions from the experts.
Session 9: LESSONS FROM A TOP SELLER
From Get-Go to Outstanding Growth: How a Top Seller Managed Challenges During the Journey
Speaker: Gary Lum, Group Executive Director, Mono & Co Malaysia
Synopsis: It’s been over 2 years from the get-go, and the business of this Lazada and Shopee top seller has reached an admirable level. From the start, there were challenges to tackle. As sales grew exponentially, Gary and his team were quick on their feet to circumvent them, while keeping up with the pace of change that typifies the e-commerce business. Brand Builders from many categories can be better prepared from appreciating the ways to manage the myriad of challenges that this presentation will unveil.
DAY 1 ENDS
Celine Ting, Online & Digital Consultant
Jan Wong, Online & Digital Consultant
Daryll Tan, Online & Digital Consultant
Fascination, Fear, Uncertainty! Often, Brand Builders are unsure how to deal with the hyper-speed changes in the social digital space. With changes or new tools released often, what must Brand Builders do?
Be it with WeChat, or Facebook live, or AI, or Bots, or Algorithms, or your Brand’s advert in Facebook’s feed, and more – what if something changed? Or got updated? Which update, or change, or new tool should you pay attention to? And how?
These Ten 60-second updates will distill the new stuff, updates and changes, and offer actionable ideas to leverage them for your brand.
WELCOME ADDRESS by ANDREAS VOGIATZAKIS
Group CEO, Star Media Group
KEYNOTE SESSION: BUILDING STRONG DIGITAL CAPABILITY
Case Study: Building Relevant Brand Building Capabilities Across the Entire Marketing Organisation to Grow in the Digital Space
Speaker: Tarang Gupta, Managing Director, Dutch Lady Milk Industries Berhad, Malaysia
Synopsis: The journey to leverage the full potential that digital platforms can offer for brands can be quite challenging. However, digital platforms offer limitless possibilities for delivering brands and communications at a more personalized level, thus ensuring strong customer-brand engagement and affinity. But what would it take to leverage the potential of digital platforms and deliver sustained excellence in digital brand building and sales? Tarang’s case study presentation will offer a digital brand building framework, its related challenges and showcase how Dutch Lady’s brands continue to grow in the digital space though astute planning and execution.
SESSION 2: GROWING AMIDST COMPETITION
Building a Brand Amidst Perfect Competition on a Shoestring
Speaker: Amy Zheng, Founder and CEO, Amazin’ Graze Malaysia
Synopsis: These days, many categories host an overdose of brands. They are dominated by established incumbents that have been around for decades. Yet, one can disrupt crowded spaces on a tiny budget because of passion, purpose, creativity and a fanatical dedication to creating value for customers. This not-to-be-missed story of a homegrown brand offers lessons and inspiration for both growing and established brands. In just over 4 years, Amazin’ Graze, a brand to be admired is now available in 5 countries. Its growth is fuelled by a clear value proposition, reimagination of existing solutions and lightning-speed product innovation.
SESSION 3: ACTIONABLE MEDIA ROI
Measuring Media Effectiveness against What Has to Really Matter but Overlooked by Many!
Speaker: Yong Shel Vei, Director, Omnicom Media Group / Annalect Malaysia
Synopsis: Media metrics, be it online or offline have long been used to ascertain campaign effectiveness. But brand builders and media practitioners are constantly challenged by how to measure media deliverables effectively. These questions persist: How should we view media effectiveness? How do we reconcile different media with different metrics? Are media metrics the only answer? Are there any other key matrices that we must include? How do we factor and benefit from the very important metrics that are overlooked by many? This case supported presentation will answer these and other questions.
SESSION 4: MAKING THE MOST OF YOUR PORTFOLIO
How to Identify and Monetise the Different Demand Spaces for Your Brand
Speaker: Jane Lattimore, Regional Service Line Leader, MSU APAC, Ipsos
Synopsis: As consumer behaviour is changing, so is the way we must understand and use research data to maximise the potential of our brands. This also calls for considering different segmentation approaches, including Demand Spaces – Pockets of consumption or usage occasions. These Demand Spaces help you to focus your portfolio, unveiling white spaces and giving you the opportunity to update your brand’s value proposition, or targeting, to better serve the consumer. This case-rich presentation will unveil how to identify Demand Spaces across a variety of categories, and ultimately profit from them.
SESSION 5: THOUGHT STARTER!
What Can You Do if You Can Discover Demand Correlation Between Your Category and Another Category?
Speaker: Ashran Ghazi, CEO, Dattel Asia
Synopsis: What if you were advised that there is a correlation between the demand and sales for instant noodles, automobiles, property and hand bags! And your brand is a rising star in the automobiles sector! What will you do? How should you change your perspective of the category? Will this matter for your brand development strategy? Can you leverage this information to your advantage moving forward? This case rich presentation will unveil a study of cross-category relations and propose what you must consider doing moving forward.
SESSION 6: JUST ASK THE PRACTITIONERS!
Mohan Alagappar, GM, GBA Corporation
Leonard Lim, Growth Strategist, Ideascape Consulting Malaysia
Synopsis: We invite you to “Just Ask” the panel of experienced practitioners who will furnish workable solutions to your brand marketing challenges - from insights to brand strategy, brand communications to marketing strategy, marketing operations and more! Pile-up your questions, post them real-time and receive practical ideas, tips and solutions from the experts.
SESSION 7: DECODING INSIGHTS
Insight: The Most Abused Word in Communication and Branding!
Speaker: Arindam Chatterjee, Regional Planning Director, Ogilvy South East Asia
Synopsis: INSIGHT is perhaps the most commonly abused word in the world of communication and branding. Various people have several takes on it. Facts, observations, data points are all interchangeably used as Insight. And we are all guilty of it as well. This talk aims to do three things – Define, Explain and Show illustrative examples where once an actual powerful insight is uncovered, how it impacts the business. Expect to listen and see some fun but meaningful examples and participate in an interactive session where you will be peeling the onions and discover insights!
SESSION 9: EMOTIONS DRIVE BRAND APPEAL
Pathway and Framework: Driving Appeal Through an Emotive Branding Approach
Speakers: Leonard Lim, Growth Strategist and Rumaizon Abdul Malik, Founder and CEO
Ideascape Consulting Malaysia
Synopsis: Automobiles, Healthcare, Finance, Property or fmcg – Consumers make decisions and buy emotionally. Biologically, our feelings, thoughts and actions are shaped by emotive drivers. By appreciating brand emotive drivers, we can build a compelling and relevant brand – from “Appeal to Execution”. This framework and case-supported presentation will unveil the pathway to build strong emotive brands; starting with a clear brand mapping of brand components, to crystallizing a strong appeal to delivering the appeal through workable coordinated execution elements
END OF BFM BRANDFEST 2020