Brand disasters, Google machine learning, industry ageism, data in China: at Mumbrella360 Asia

Brand public relations and social media disasters, Google’s machine learning experience, ageism in advertising and the need for a data-driven approach in China are among the latest sessions to be announced for Mumbrella360 Asia. The three-day media and marketing conference will take place at the Marina Bay Sands in Singapore on November 7-9.

The sister event in Australia attracted more than 3,300 people when it was held in Sydney in July and has just been shortlisted again – for the seventh consecutive year – in the ‘Conference of the Year’ category at the Australian Event Awards – having won the award on two occasions in 2016 and 2012.

Social media has put brands under the microscope like never before and the PR response to viral outrage on Twitter and Facebook et al. is often found wanting. With that in mind, the session ‘Global social/PR media disasters: The lessons from United Airlines and Pepsi among others’ will see a panel of experienced professionals address these shortcomings.

In the world of crisis communications, what are the lessons to be learned from meltdowns like those experienced by United Airlines and Pepsi, to name but just two cases from earlier this year? What were the biggest fails and what are the best-practice recommendations for avoiding such media disasters?

Yew will be among those discussing brand meltdowns like those experienced by United Airlines and Pepsi

This is your chance to find out with our panel including PRecious Communications managing director Lars Voedisch, Ogilvy & Mather regional director Claire Vanessa Lim, Q Communications director ShuQi Liu, Digimind APAC general manager Stephen Dale, Mutant Communications founder and CEO Joseph Barratt and Mediacorp head of brand and communications Karen Yew.

Changing tack, Machine learning and artificial intelligence are changing the world we live in and the way we lead our lives. This means brands are rethinking everything they are doing and is transforming marketing, and advertising, as we know it today.

Machine learning is changing the business landscape and influencing the company’s products

At the same time, Google as a company is moving from a mobile-first world to an AI-first world. In this session titled ‘Machine learning: What it means for marketers’, IPG Mediabrands APAC chief digital officer, Scott McBride will interview Google Asia-Pacific managing director of agency business Jo Flint about the transformative ways that machine learning is changing the business landscape and influencing the company’s products.

The session, curated by IPG Mediabrands, will attempt to explain the difference between machine learning and artificial intelligence. It will also detail the marketing applications of machine learning for all those brand marketers, agencies and business leaders brave enough to become early adopters.           

Cope will deliver the truth about trust

In this new digital age though, transparency and trust are lacking. Distrust in government, media and business has never been greater. So the presentation ‘The Truth about trust’ – by Mintel senior trends consultant Richard Cope – looks at what the big picture trends in politics and media consumption mean for the relationships between companies and consumers.

Using Mintel’s latest consumer research, it shows how trust can be won through transparency, teaching, shortcutting, friendship and progressive policies. The audience will discover how much consumers trust industries such as marketing, or not as the case may be.

The session will also highlight best and worst practice work by brands when it comes to marketing and communications, using specific examples to highlight the need for greater transparency.

How can you use visual media to win trust? And how do you merge personal and professional communication channels to make brands more human? Learn the answers to these timely questions and much more besides in this session curated by Mintel.

Without data to drive your business, China is a very difficult place to succeed

Meanwhile, over in China different issues top the agenda. Therefore, iClick Interactive Asia head of global digital media Darren Jacobs will deliver a timely presentation on ‘Bridging the opportunity gap: The secret to launching a data-driven approach in China’.

He will describe how if you want to be successful in China then data is more important than almost anything else. Brands and marketers are learning that only a data-driven approach guarantees success in terms of personalising the message to consumers – whether the medium be apps, social or video. But how to achieve it?

The focus has to be on speed and accuracy, and this is imperative when you are targeting China as the market is huge and the digital landscape is highly complex and fragmented.

Attending this iClick Interactive Asia-curated session will mean you return to your desk with deep-dive knowledge of effective digital strategies in China and an idea of how to harness key audience insights to ensure you overcome the challenges. It will also give you a glimpse into the future trends likely to emerge in potentially the world’s biggest market.

Why does ad land marginalise the lucrative older demographic? Hogan will ask

Changing pace, ageism is thought to be rife in the media and marketing industry, even though the aged 65-90 demographic is the fastest growing age group in the APAC region. These silver surfers should be a fantastic business opportunity as well as a great source of knowledge, but they are often sidelined. Even in diversity discussions, age is never raised although gender and race always are.

In the Bibliosexual-curated session ‘Ageism in advertising: Overcoming the myths’, a panel will deconstruct the myths. These include the idea that the older generation refuse to try new things, do not purchase much, are against the use of digital media and will not change their rigid behavioural routines. And why does there seem to be no place for the over-60s in advertising roles?

Looking at the ageism topic will be Thailand-based thought leader and storyteller at Bibliosexual Dave McCaughan, CEO at Silver Group Consultancy Kim Walker, Grace Blue Partnership APAC CEO Jean-Michel Wu and Oracle marketing strategy director Wendy Hogan.

Ralph will take charge as MC on the main stage

In addition to the sessions outlined above, Thomson Reuters broadcast journalist Melanie Ralph will be MC at Mumbrella360 Asia on the main stage for the whole conference. She has worked as a journalist for 15 years – in print, online and television – across New York, London and Singapore. Ralph has been at Thomson Reuters for six years and previously worked for the BBC and Bloomberg.

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 earlybird 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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