More Mumbrella360 Asia masterclasses announced including WeChat and email marketing

A number of masterclasses have been announced as part of the three-day media and marketing conference Mumbrella360 Asia – which will take place at the Marina Bay Sands on November 7-9 – including sessions on WeChat, brand engagement, marketing perceptions and email marketing.

We have lots to learn about WeChat, from Liang

A session titled ‘How to generate revenue from WeChat’ will consider a wide-range of pertinent questions around the social network and the Chinese market. What exactly is WeChat? How can you generate revenue from it? What’s a ‘key opinion leader’ and why do brands need to engage with celebrity KOLs for endorsements in China?

These topics and more will be explored by Ophenia Liang, co-founder and director of multilingual digital marketing agency Digital Crew. The firm has offices in Australia, China and Hong Kong and will soon launch in Tokyo and New York and will curate this session.

Liang has helped a number of global brands, including Western Union, to enter the Chinese market and grow their businesses quickly in this emerging but huge new market.

Another session ‘How to win at email marketing’ will deliver tips on personalisation, dynamic content, database segmentation, optimal email send times and enhanced customer journeys.

Good email marketing needs a ‘healthy database’, says Tenney

Ematics Solutions CEO and founder Paul Tenney will map out how to create a ‘healthy email database’ strategy and delve into the woes of ‘email fatigue’. Tenney, who studied computer science at Stanford University and founded his own company in 2013, will provide a blueprint for digital marketers to build and deploy sophisticated email marketing. The session will be curated by Ematics.

Learn how McDonald’s, Tesla, Ford and Disney optimise their marketing, with Lloyd

Overcoming cognitive hurdles will be on the agenda for the head of Hotheads Innovation Stu Lloyd in his session ‘How to shift perception to create new marketing opportunities’. He will explore how our super-computer brain is our best friend and our worst enemy, because it saddles us with go-to biases and thinking patterns which we tend to repeat with diminishing returns.

The creative thinking expert and best-selling author draws upon his psychology background and own research to bring a science-based, practice-proven programme to help marketers see round corners by changing perspectives and shifting perceptions. Why be married to the status quo?

This session – curated by Hotheads – will consider how companies such as McDonald’s, Tesla, Ford and Disney have thrown off their blinkers and witnessed multi-billion dollar growth as a result. Lloyd is a former award-winning creative director and ad agency head. He was also a founding lecturer at the Institute of Advertising in Singapore.

Tarnopolsky’s view is that B2B marketing needs to look a bit more like B2C marketing

Ever wondered how B2B companies could think more like B2C firms and what the value of doing so might be? Assaf Tarnopolsky – LinkedIn director of marketing solutions for South East Asia, North Asia and Japan – has the answers.

In his session ‘Great B2B digital marketing strategies’, he will consider the rise of hyper-personalised brands such as Uber and Netflix – and evolving consumer expectations with B2B companies increasingly challenged to think more about the customer experience. After all, business buyers are consumers themselves too.

Therefore, B2B marketers must be able to understand, adapt and harness these new personalisation trends in their own objectives or risk getting left behind. Businesses need to connect their brand to a person, instead of looking at prospects as just a corporate buyer.

Tarnopolsky boasts an impressive technology career spanning 20 years, with its roots in Silicon Valley start-ups. He was also a vice-president at Sony Pictures and previously worked at the Discovery Channel in the United States. The session will be curated by Rice Communications.

Liebmann has the recipe for what creative works on mobile and the reasons why

With mobile now operating as its own ecosystem, brands need to rethink how they approach this platform in order to develop engaging creative that works. So in the session curated by Exponential and titled ‘How brands can achieve creative engagement in the mobile ecosystem’, Nicole Liebmann of Exponential will guide marketers on what creative works on mobile and why.

Liebmann is responsible for leading the revenue and operations for the company’s mobile solutions. Prior to joining Exponential in 2014, she spent three years at Mobile Embrace as the publisher manager and Network Ten as a digital content commercialisation and integration executive.

Further content announcements will follow in the coming weeks and months so keep an eye on the website for updates and sign up to our daily newsletter to ensure you are among the first to hear of new speakers and sessions.

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.

And 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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