Global PR expert and brand safety guru among first speakers revealed for Mumbrella360 Asia

Asia’s newest media and marketing conference, Mumbrella360 Asia, has revealed some of the first content sessions to be locked in for the inaugural three-day event at Marina Bay Sands on November 7-9.

They include the Asian premiere of a documentary – Merge – on marketing and artificial intelligence from media agency PHD with an accompanying panel discussion including the industry’s leading futurists such as APAC head of strategy and planning at PHD Singapore Chris Stephenson.

Stephenson will be among those talking virtual personal assistants, chatbots and the semantic web

Meanwhile, the CEO and president of The Hoffman Agency, Lou Hoffman, will fly in from America to deliver a public relations-focused keynote speech. While his agency is global, Hoffman has had offices in the Asia-Pacific region for 20 years. He believes Asia in general and China in particular should be top priorities for all media and marketing businesses.

Hoffman will deliver a PR-focused keynote

There will also be new research from brand intelligence firm WARC with APAC managing director Edward Pank revealing the secrets behind the region’s best advertising campaigns. Pank opened the WARC APAC office back in 2011. Before that, he had a creative agency background and worked on campaigns for the likes of Sony, Heineken and Nokia.

Added to the mix, Synergy Research founder Mike Jeanes will deliver a session on ‘Brand safety and advertising in an era of fake news’.

Meanwhile, Kathryn Sloane – the APAC director of growth at SGK who has worked with firms such as Unilever, Coca Cola and Mondelez – will deliver the session ‘Asian Nation: The power of personalisation for brands’. She has 20 years of experience in brand strategy, design strategy, workflow analysis and change management. Prior to joining SGK, Sloane worked with Design Bridge, Pearlfisher and Blue Marlin Brand Design.

Sloane has worked with firms such as Unilever, Coca Cola and Mondelez

Discussing whether creativity is being stifled by clients in the session ‘Are brand cops destroying the meritocracy of great ideas?’ will be Spotify Asia managing director Sunita Kaur, LinkedIn content marketing manager Daniel Hochuli and Landor president for South East Asia Pacific and Japan Nick Foley. Foley alone has more than 20 years of experience in the marketing industry so it promises to be a panel full of useful industry insights.

Kaur will be among those discussing whether brands are getting in the way of ideas

Then there is a curveball session on how brands can harness the power of smell, delivered by All Sense founder Terry Jacobson.

Jacobson says marketers should recognise that smell has a greater influence on our emotions than any other sense

He has worked with the likes of Universal Studios and Changi Airport on fragrance strategy. Jacobson claims that smell has a greater influence on our emotions than any other sense, although this fact is often forgotten by marketers.

Soon will quiz InMobi global head of marketing Arun Pattabhiraman about the ‘dark side of mobile advertising’

Newsroom consultant and former Bloomberg journalist Alan Soon will interview InMobi global head of marketing Arun Pattabhiraman during a Q&A session entitled ‘Fraud wars: Taming the dark side of mobile advertising’. At InMobi, Pattabhiraman has led more than a dozen product launches. In 2014 at Mobile World Congress in Barcelona, he published the 300-page book Apponomics: The Insider’s Guide to a billion-dollar App Business.

In addition, the CEO of leading South East Asia millennial publisher, Joe Wadakethalakal, will analyse one billion page impressions to map out an evidence-based approach on ‘How to go viral in Indonesia’. Prior to founding Brilio, Wadakethalaka worked in New York for ZelnickMedia and J.P. Morgan.

Doctoroff will examine Asia’s biggest market, China, and the potential of WeChat for those in the marketing and advertising world

Senior partner at global brand consultancy Prophet, Tom Doctoroff, will examine the opportunity Asia’s biggest market presents. His presentation on ‘The Golden Rules of Marketing in China – tapping into the white space’ – will include a focus on WeChat and Chinese consumer psychology. Doctoroff has been helping to build brands in Asia for two decades. He is also a best-selling author, his book titles including Billions: Selling to the new Chinese Consumer and Twitter is not a strategy: Rediscovering the art of Brand Marketing.

Regina Goh, Asia managing director of Blis, will deliver a thought-provoking session on ‘The astrophysics of location-based advertising’ where she will examine data, contextual location, audience/ad targeting, predictive modelling, and engagement strategy. Goh previously worked at InMobi and Millennial Media before joining Blis in 2015.

Know your astrophysics, says Goh

Delegates will also hear from the CEO of children-safe marketing platform SuperAwesome, which reaches over 300 million kids across the world every month. Dylan Collins will wax lyrical on how empowered children under the age of 13 are building their own content/social ecosystems away from the mainstream channels, in his session entitled ‘Meet the Centennials: Why kids are going to destroy the internet as we know it’. An active investor across media and technology companies, Collins is also a partner with Hoxton Ventures and sits on the board of the recently WPP-acquired UK digital agency Potato.

Hyndman will analyse more than a billion data points from hundreds of publishers across the world

And Outbrain commercial director Fionn Hyndman will also dive into the world of social with his session on ‘Consuming versus Sharing’, where he will explore the dissonance between what people read in private and what they share on social media. He will utilise more than a billion data points from hundreds of publishers across the world to make his case.

As well as these sessions, a number of masterclasses have been locked in already even at this early stage in proceedings. First up, marketing director at Happy Marketer Joe Escobedo – a contributing writer for Forbes and the Huffington Post – will share his expertise on earned media in a masterclass entitled: ‘Getting your story told: Pitching to the Media.’

Escobedo will reveal the tricks of the trade when dealing with journalists

Also joining the masterclass ranks will be Oliver Eriksson, VML South East Asia and India regional global advisory head. He will talk the audience through a zeitgeist topic in his masterclass: ‘Blockchain’s role in advertising explained.’ Eriksson’s experience includes leading the digital strategy for clients such as Bentley, Bridgestone, Dell, News International, Colgate and Singapore Tourism Board.

And our final masterclass to reveal in this round of announcements is Australian Steve Smith, who comes via Dubai having led the Arabian Radio Network in the United Arab Emirates. He will deliver a masterclass on ‘How to lead a business in a downturn’ having delivered astonishing results during the worst years of the global economic crisis while working in the desert city state.

Smith learned some valuable lessons during a downturn in Dubai

These are just the first of many sessions to whet your appetite. Stay tuned for further updates on international, local and regional keynote speakers in the coming weeks and months – not to mention more panel discussions, masterclasses and other exciting activations soon to be revealed.

For further information on the conference and to take advantage of our early bird ticket offer – a three-day conference pass for just $940 (including a saving of $195 on the normal ticket price) – go to the Mumbrella360 Asia website here.

For information on the sponsorship and exhibition opportunities at the event, contact the publisher Dean Carroll on or the head of sales Kris Chan on


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