Mumbrella360 Asia sessions: Question Time, influencers, AI and Getty visual trends

The Mumbrella Asia Question Time debate, influencers, artificial intelligence and visual trends 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.

First up, the ‘Mumbrella Asia Question Time’ debate will see a panel of high-profile executives from the region’s media and marketing scene take questions from the audience as well as a Mumbrella Asia journalist, who will be moderating the debate.

The topics will include all of the big industry questions of the day – everything from programmatic and brand safety to influencers and content marketing, plus much more besides. It promises to be a fitting finale to the conference, ending the event on the final day (November 9).

Wilson will be among those discussing the media and marketing questions of the day

Those taking the stage to face the tough questions will include APD Singapore CEO and chairman of the IAB Singapore Tobias Wilson, Microsoft APAC chief marketing officer Jolaine Boyd, Tickled Media founder and CEO Roshni Mahtani, Mediacom Singapore managing director Vivian Yeung, Mediacorp chief commercial officer Parminder Singh and The Secret Little Agency founder and executive creative director Nicolas Ye. The idea being to garner views from across the spectrum including voices from the creative, marketer, media owner and agency side.

There will also be a session titled ‘Influencers, experts and celebrities: Who’s really endorsing your brand?’ A diverse panel will explore what influence actually means and how that influence differs when working with celebrities, experts and bloggers.

They’ll look at how to nurture the relationship between brands, agencies and influencers, and dissect what exactly constitutes a brand endorsement from their perspectives, incorporating how and why managers price the activity, and how to maximise these collaborations.

The panel will also outline what brands are willing (or not) to pay for in a public relations context, leveraging those agreements, return on investment/measurement methods and how it all ties into a broader campaign. Finally, they will discuss the basics of IP and outline the limitations in regards to the law.

Influencer Jade Seah knows her brands

Joining the debate will be AdAsia Holdings co-founder and chief operating officer Otohiko Kozutsumi, Kobe (influencer platform) founder and MD Evangeline Leong, the influencer Jade Seah who runs the lifestyle-focused digital media company DELLAA, BlinkAsia (content agency) founder and managing director Shamila Gopalan, influencer agency Vamp executive director and co-founder Aaron Brooks and Gateway Law senior associate Mitchell Chua.

Changing direction, the Asian premiere of a documentary – Merge – on marketing and artificial intelligence from media agency PHD will be introduced by APAC head of strategy and planning at PHD Singapore Chris Stephenson. The screening will be followed by an accompanying panel discussion including some of the industry’s leading futurists, who also star in the film.

Over the next 50 years, we will see the rise of robots and artificial intelligence. Technology and humanity will literally fuse together. The has implications for virtual personal assistants, chatbots and the semantic web.

There may well be near-human-level cognitive computing, which transcends devices. Asking what makes us human when tech becomes all encompassing, PHD will look at nine fundamentals that businesses can adopt to ready themselves for this new epoch.

The consumer world has been disrupted and as a result so has advertising and marketing. Many decisions marketers make will begin to be dictated to by algorithms and self-taught machines, leaving brands struggling to influence an algorithm rather than a human. Find out who is leading the development of new technologies and approaches in Asia in the PHD-curated session ‘Merge: The closing gap between technology and us’.

Chen is one of those helping to bring together advanced technology and humans

Stephenson will be joined by Chelsea Chen who is the founder of robotics start-up Emotech, (which Tencent has invested in) head of adtech innovations Joey Bian, ORII ring – a smart ring that connects to your mobile – founder Kevin Wong and Aliz Technologies CEO Balazs Molnar who works in the intelligent chatbots space.

Then we come to an IPG Mediabrands sponsored masterclass titled ‘Mobile-first, mobile intimacy and progressive web apps: Marketers take note’. We know that in the main brands are no longer talking about adopting a ‘mobile-first strategy’. In fact, mobile-first, alongside mobile-intimacy, is fast becoming the only economically viable strategy. So as a marketer just how do you do it faster, better and with more quality than anyone else? Which brands are mobile-ready? Which brands are not and why? What are ‘progressive web apps’ (PWA) and how can they be fully utilised?

Find out the answers from Scott McBride, APAC chief digital officer at IPG Mediabrands, as he reveals the results of The MDEX – a global index of mobile assets from the top-ranked brands around the world including a number of APAC countries. With research from over 3,500 brands spanning 22 countries, it is the largest and most extensive mobile index the firm has ever produced.

Mmobile-first, alongside mobile-intimacy, is fast becoming the only economically viable strategy – says McBride

Learn how brands can engage more deeply and more efficiently with that fickle mobile audience looking for an intimate and personalised brand experience. And return to your desk with a better understanding on using PWAs and other innovative technologies.

The final session to be announced in this latest batch of conference content is the Getty sponsored masterclass ‘Using big data to define visual trends and shifting societal perceptions – the Getty way’.

Never has the demand for great visuals been so high as at this moment in the social media age, a time when more content is being created than ever before. But how do you marry big data on usage with the content – whether it be photos or videos? And how do you deconstruct which images work with which audience and why?

In this session, leading photo agency Getty Images will provide the insights gathered from a large sample of customer behaviour. For the Getty website sees more than one billion searches every year from industry professionals and picture enthusiasts, resulting in 400 million image downloads across the world. Big data indeed.

Getty serves creative, business and media customers in almost 200 countries and the company works with over 200,000 contributors and hundreds of image partners to provide comprehensive coverage of more than 130,000 news, sport and entertainment events – plus it provides the world’s deepest digital archive of historic photography.

It’s all about big data and shifting societal perceptions, claims Soin

Revealing the current trends that are driving the ever-expanding appetite for visual content will be Getty head of Singapore Kaashni Soin. She will share the ways in which the Getty creative team uses said search data to uncover visual trends and shifting societal perceptions.

Meanwhile, APAC director of digital insights at Kantar Zoe Lawrence will no longer speak in the session ‘Who do they trust? How is technology impacting who and what consumers trust in today’s cynical world?’ because she is leaving the organisation. Lawrence will be replaced on the program by Kantar CEO for Singapore Nichola Rastrick. This session will also be curated by Kantar.

Further content announcements and, indeed, the full and final program will follow soon 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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