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. |
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? |
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. |
11.00 |
Morning break and refreshments |
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? |
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 |