Welcome Address By Andreas Vogiatzakis
Session 1: GST to Tax Holiday to SST – A Deep Dive
Impact, Implications and Decisions of Malaysia’s Tax Regime Transition onto Consumers, Brands and Business
Speaker: James Graham, Strategic Growth Director – Asia, Kantar
Synopsis: Though time has passed, and while consumers and brands may have adjusted to the shift from GST to Tax Holiday to the SST, appreciating its impact upon buying behaviour and related trends is a must for every marketer. This data-supported presentation will share what changed during this time frame, its impact on consumers and brands and recommendations for brands moving forward.
Session 2: Data Storytelling for Brands
Voice of Data: Stories
Speaker: Dheeraj Raina, Managing Director, Mindshare Malaysia
Synopsis: Data has become a permanent insertion in every brand marketing presentation. However, as boring as data may be, it can also unearth many compelling insights if conveyed properly. This case-rich presentation shares how you can use powerful and engaging stories to communicate key insights and strategies derived from data. Let’s give voice to our data through stories. Without them, data is mute!
Session 3: Useful Insights to Grow Your Brands
Presenting three sessions that will unveil the latest insights to craft winning strategies. Based on the appreciation of the evolving consumer psyche and the impact of socio-cultural influences in Malaysia.
Session 3.1: Powering Brands through Relevant Purpose in Malaysia
Speaker: Kelvin Kiran Anthony, Social Media Analyst, Kantar
Synopsis: In a world of more conscious consumption, the role of brands has changed from ‘a positive impact in people’s lives’ to ‘a positive impact in people’s live and the world they live in’. This session delves into the social issues that matter to Malaysians and the role they believe brands should play within this complex environment.
Session 3.2: Prioritising Spend and Maximising ROI Through Various Touchpoints
Speaker: Divya Singh, Senior Consultant, Kantar
Synopsis: Marketing investment is often wasted on ineffective touchpoints. This session explores the need to gain holistic view of a brand’s performance across all touchpoints and its impact on brand equity to help marketers prioritise spend and maximise ROI.
Session 3.3: Reset the Customer’s Journey: Closing the Expectation-Experience Gap
Speaker: Nithi Kumar, Client Partner, Kantar
Synopsis: 91% of CEOs believe customer-centricity is essential to driving business growth. However, only 30% of customers rate their brands as truly customer-centric. This session will unveil how brands can close the expectation - experience gap, and create memorable moments that reinforce brand choices.
Session 4: Petronas the Pioneer Storyteller
The Inside Story Behind the Heart-Tugging Memorable Campaigns of Petronas
Speaker: Zahariah Abdul Rahman, Senior General Manager, Group Strategic Communications Division, Petronas
Synopsis: Every year, Malaysians have their heart strings tugged by the emotional campaigns launched by Petronas. This presentation shares the inside story behind what instigated the campaigns, the rationale behind each creative approach, why storytelling is key, and the key lessons learnt along the way.
Session 5: E-commerce Best Practices
Case Study: Lessons to Emulate from the Best E-Commerce Stores and Brands
Speaker: Jeremy Chew, Head of Content Marketing, iPrice Group Malaysia
Synopsis: A brand’s success (or failure) in the e-commerce space can be fuelled by a variety of reasons. This case-rich presentation will share with you an overview of the e-commerce business in Malaysia, and the valuable lessons that your brand can emulate from the experiences of the more successful e-commerce stores and brands.
Session 6: E-commerce Marketplace vs Brand.com
Challenges and Opportunities between Brand Marketing via Marketplace and a Standalone Site
Speaker: Zed Li, Entrepreneur-in-Residence, Shopee Malaysia and Singapore
Synopsis: Brand.com seems a like obvious strategy for brand-building and online sales. Yet brands are now diverting scarce resources into e-commerce marketplaces, either as a parallel effort or as their first step into e-commerce. This case-supported presentation lays out the considerations and challenges behind each strategy, and leaves you with insights on how to pick the best solution for your brand.
Session 7: Just Ask the E-commerce Practitioners
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 our panel.
Session 8: Social Whispers and E-commerce Planning
Whispers in Cyberspace: Insights and Trends from Social Chatter for Effective E-Commerce Product Planning
Speaker: Kishan S., Founder, ThinkSocial Asia, Singapore
Synopsis: Brands today need to be proactive in monitoring social chatter. Knowing what your consumers are saying about your product will give you an insight on trends and future needs that will help you stay ahead of the curve. The question is how do you go about it? This case-supported presentation will share with you how you can monitor social chatter around user and brand conversations, glean some valuable insights and plan your e-commerce product mix.
DAY 1 ENDS
Welcome Address By Andreas Vogiatzakis
Session 1: Winning with Unique Campaigns
The Art of Crafting Bold Off-Beat Campaigns that Tickle Consumers and Bother the Competition
Speaker: Cheong May Yeen, Senior Brand Manager, Etika
Synopsis: From Calpis to Goodday to Wonda – these and other brands in Etika’s stable often delight Malaysian consumers and bother the competition with their brand of distinctive campaigns. This case-rich and inspiring presentation will demonstrate why and how brand builders must be bold when crafting their campaigns if they wish for their brand’s voice to be heard above the competition.
Session 2: Media Direction Malaysia
Moving Forward: Managing Brands and Consumers in a Fast Shifting Media Landscape
Speaker: Yong Shel Vei, Director, Omnicom Media Group Malaysia
Synopsis: Devices rule! The consumption of digital content is increasing rapidly and digital media is growing. Will traditional media still have a fighting chance? This presentation will explore the state of Malaysia’s current media landscape, trends in media investment and consumption and future considerations for your brand moving forward.
Session 3: Useful Insights to Grow Your Brands
Presenting two sessions that will unveil the latest insights to craft winning strategies. Based on the appreciation of the evolving consumer psyche and the impact of socio-cultural influences in Malaysia.
Session 3.1: The Power of Neuroscience: Decoding What Connects
Speaker: Ian Kwan, Managing Director, Kantar
Synopsis: How do you ensure that your creatives stand out in an increasingly cluttered world and connect with an audience with a ten-second attention span? By leveraging on neuroscience! This session will showcase how technology can reveal the unstated emotional responses and how engineered ads can deliver the desired outcomes.
Session 3.2: Getting Gender Right: Dispelling Stereotypes for Brand Engagement
Speaker: Suzanne Huang, Director, Kantar
Synopsis: With the growing movement around fighting gender stereotyping, brands also need to be aware on how they portray gender roles in their marketing campaigns. To get this delicate subject right, this session traces back to the basics of understanding how marketing to the genders has evolved over time. We also explore the result of the changing gender roles and expectations and what that means for brands today.
Session 4: Digital Marketing, Data and Technology
Noteworthy Updates from the Space of Social, O2O Data Analytics, MarTech and Implications for Brands
Speaker: Jan Wong and Daryll Tan, Online and Digital Consultants, OpenMinds Resources
Synopsis: This case-supported presentation will unveil the critical updates from the space of social media, O2O data analytics and marketing technology. These changes can disrupt the best marketing plans and brand builders must heed their impact and act fast!
Session 5: Just Ask the Practitioners!
Faye Yong, Marketing Innovation Director, Vinda Group SEA
Mohan Alagappar, GM, GBA Corporation
Stanley Clement, Managing Director, Reprise Digital
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 our panel.
Session 6: Everybody Loves to Eat
Using Food as a Powerful Bridge between your Brand and your Customers? But How?
Speaker: Mohd Adly Rizal, Founder and CEO, FriedChillies Media
Synopsis: Food has the unique ability to break barriers. Malaysians of all walks of life socialize around food, and we celebrate everything with food. So how can a brand leverage on the power of food to elevate brand affinity? This prescriptive presentation will offer ideas to various types of product categories and sectors on the better ways for using food to elevate brand affinity, and image.
Session 7: Communities and Crowdsourcing
Waze: Uniting a Community of People Who Share a Passionate Commitment Around a Common Purpose
Speaker: Krishna Kumar, APAC Regional Manager, Waze
Synopsis: Every month, Wazers submit over 12 million reports, making it the world’s leading community-based navigation app. In Malaysia, 6 million users connect to Waze, allowing it to understand the context of every drive, from the traffic condition, to time of day or stores drivers pass along the way. The presentation will share how Waze can help move people to you to turn your location into a destination!
Session 8: Blended Brand Communications
Putting it all Together: Juggling Multiple Disciplines and Mediums whilst Ensuring the Coordinated Delivery of the One Brand Strategy
Speaker: Ramakrishnan C. N., Partner, Entropia Malaysia
Synopsis: Today’s brand builder must be a master synthesizer of multiple specialities and have the ability to deliver a brand strategy using an integrated data-led thinking to the consumer. This case-supported presentation will explain how to deliver in a coordinated manner, a single-minded strategy to the consumer in an era of multi-platforms and multiple media.
END OF BRANDFEST 2019