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

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