13 June 2018

JW Marriott Hotel Hong Kong

Thank you to all our partners, speakers, delegates and supporting partners for making CampaignComms a great success.
Communications in Asia has evolved in such rapid pace that it’s unrecognizable to what it was five year ago. The full-day conference had an extensice focus on the latest PR trends in Asia-Pacific region with senior leaders from global brands and agencies shared their take on the modern and future of brand communications.

  • Technology has driven huge changes to the industry which allows high touch engagement with potential clients
  • Engaging customers over every stage of their life cycle is crucial
  • Demographics categories are easily identifiable for social listings, but behaviours and attitudes are actionable factors
  • The risks of using KOLs and influencers
  • Learn more about what was covered here.

    We value your support and feedback. If you would like to discuss the content from this year, or make suggestions for next year’s event, please contact Eleanor Hawkins at eleanor.hawkins@haymarket.asia.

    Watch Highlights from the 2017 Event

    2018 Agenda

    Rewriting the Rulebook for Brand Communications in Asia

    08.00

    Registration and morning refreshments

    09.00

    Campaign Asia-Pacific's opening remarks

    09.10

    Innovative Asia and the makeup of modern PR

    The media and PR landscape is forever in a state of flux. Agencies are consolidating, traditional print is folding, and new players and digital capabilities are disrupting, causing PR agencies to bring in more creative talent to meet the growing demands of clients.
    Nothing is constant.
    The strength for APAC is in how businesses and consumers have adapted to the digital upheaval and speed of change in modern communications. E-commerce and social in the region have flourished and given brands more ways to reach consumers in meaningful and authentic ways.
    When it comes to communications, APAC has a real opportunity to lead the way. This opening panel looks at what brands’ communications needs are now in this landscape and addresses where the pockets of strength are to take it to the next level. What do brands need from agencies?

    09.50

    Blueprinting the future of PR

    How can PR embrace change and create a blueprint for their future role in brand communications? Are PR agencies investing enough in strategy for original thinking and creativity?
    What can PR learn from advertising, and advertising learn from PR? This fireside chat addresses PR’s future role.

    10.25

    Managing Geopolitical risk

    Earlier this year, Marriott found itself in deep waters as China suspended its website following a mishap where the hotel chain listed Hong Kong, Tibet, Taiwan, and Macau as separate countries in a customer questionnaire.
    This was further provoked when an employee of the hotel chain liked a controversial tweet from an official Marriott Twitter handle. In May 2018 the issue hit the headlines again, with US airlines being asked to correctly label Chinese territories. This fireside chat takes an in-depth look at these case studies. What can be learnt from them and how can brands wanting to reach Chinese consumers understand local nuances and avoid a similar crisis management mishap?

    11.00

    Morning break and refreshments


    Programme is subject to change

    11.30

    The big integration debate

    Clients want integration but, what does integration really mean? Can an agency truly be fully integrated and who owns what discipline in the marketing mix? As the lines between marketing functions continue to blur and there is more of a demand for a holistic approach to digital marketing from clients, this debate looks at whether an agency can have every piece of the pie. Are full-service integrated agencies trying to do too much? Plus, how will the role of publishers and consultancies change the communications ecosystem in the next two years?

    12.05

    The creative showcase

    This inspiring showcase looks at two of the top creative campaigns of the past 12 months. Why did these campaigns do so well, what can be taken from them and what return did they see?

    12.40

    Lunch and networking

    13.40

    The key social channels changing the face of APAC

    How can brands make use of WeChat and other key digital channels to create meaningful dialogue with local audiences? This fireside chat looks at how Greater China is excelling in this space. Why are Chinese consumers so driven by social content and what is the impact for brands wanting to reach local consumers?

    14.05

    Elevate skills: meeting the demands of modern PR

    As more PR agencies bring in creative directors and the need for specialist skills intensifies, the issue of talent is more prevalent than ever. The blurring between paid and earned media and the growth of social influence is only going to strengthen. Part of the puzzle is education and defining what PR means today to those graduates who meet the requirements, but don’t see a role in communications or the value it has for organisations. Are we in a talent crisis?


    Programme is subject to change

    14.40

    Where’s the value in a like and the power of social listening

    A retweet or a like on Facebook doesn’t mean conversion. Yet, do marketers chase this seal of approval? Where’s the real value in a like or a retweet? In this session, we explore the value of social interactions and the metrics for successful campaigns. How do you qualify the value of social media? What tips and tricks in social listening can we implement in social strategies for more informed brand communications?

    15.15

    Afternoon refreshment break and networking

    15.40

    Reaching Greater China millennials through authentic means

    With younger consumers in Greater China becoming more and more discerning, the spread of authentic branded content is vital for success. To do so, brands have a myriad of techniques at their disposal and the power of the KOL is where a lot of investment is still going, taking market share away from traditional media. Finding the right KOL or influencer to represent your brand in an authentic yet accountable way is difficult and then there’s the challenge of ensuring any content is localised, appropriate and timely. This session looks at some of the key trends with the post90s generation of Chinese youngsters and how brands can make better use of KOLs. What does good branded content in Greater China look like?

    16.20

    Campaign Asia-Pacific's closing remarks


    Programme is subject to change

    Speakers

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    Who Should Attend

    CampaignComms is the must-attend event for anyone working in communications today, uniting key-decision makers with remit across PR, communications, social media and content marketing.

    • AVP, Corporate Communications
    • Director of Communications
    • Brand Director
    • Director of Corporate Affairs
    • Director of Marketing
    • Director of Public Relations
    • Director, International Corporate Affairs
    • Group Director of Marketing & Communications
    • Head of Communications, Asia-Pacific
    • Head of Corporate Communications
    • Regional Communication Director
    • Regional Head of Marketing Asia Pacific
    • Vice President of Communications
    • Vice President, Marketing

    2017 Audience Breakdown

    Gallery

    Contact

    Delegate & Speaking Opportunities
    Eleanor Hawkins
    Senior Conference Producer
    Tel: (+852) 3175 1922
    Email: eleanor.hawkins@haymarket.asia

    Sponsorship Opportunities
    Christopher Amhoff
    Senior Account Manager
    Tel: (+65) 6579 0559
    Email: christopher.amhoff@haymarket.asia

    2018 Venue
    J.W Marriott, Hong Kong
    Tel: (+852) 2810 8366


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