Mumbrella360 Asia sponsored sessions: MMA, eSports, applied AI, localisation, content marketing

Mixed martial arts, eSports, content marketing, applied AI for marketers, the new rules of marketing and localisation are among the sponsored 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 was 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 is the IPG Mediabrands sponsored session titled ‘MMA versus eSports: Who will win the marketing war in this clash of the titans?’. For mixed martial arts and eSports are both billion-dollar industries on track to explode further over the next decade – as the Asian population increases by 250 million people, who could well become fans.

Both industries have fighters – one real world and one virtual – and both are being disrupted. But what are the challenges they face in the race to become the dominant force with consumers. What does this mean for marketers? And what does the future hold for sponsorship and broadcast rights?

Sityodtong will argue that MMA has more marketing potential than eSports

Find out from Chatri Sityodtong – self-made multimillionaire entrepreneur, CEO and founder of One Championship (Asia’s leading MMA franchise) – as he debates with Ciaran Davis, CEO at HT&E – the prominent media business that has launched a new events division entirely focused on the eSports phenomenon. Your ringside referee for this clash of the media titans will be IPG Mediabrands APAC CEO Leigh Terry.

Next up, there is a session sponsored by Thomson Reuters titled ‘The pursuit of the shot: lessons in content marketing’. Indeed, content marketing is the new black for marketers, agencies and media owners. But doing it well is something that escapes most who attempt it.

In this session, Thomson Reuters EMEA commercial director Jeff Perkins will talk about lessons the agency learned from a pan-European campaign for Canon titled ‘The pursuit of the shot’. Canon wanted stories to inspire photographers, using images that challenged conventions to do so.

Perkins has a passion for brands

You will hear about the most effective distribution channels for content marketing campaigns and the best way to show clients the value of such campaigns.  

Perkins has more than 20 years experience in media and publishing and has led award-winning sales operations in the United Kingdom, continental Europe, the Middle East, Africa and the United States. His passion is connecting brands with audiences.

Then we have a session sponsored by LEWIS titled ‘Applied artificial intelligence for marketers: Move first or risk being left behind’. We know that artificial intelligence is disrupting every industry and marketing will not escape the forces of change.

Many marketers are already using AI and most of those that aren’t are planning to try the technology within the next two years. But the ‘wait and see’ approach will leave many companies behind the curve – and behind their competition.

Find out why you need to adopt the tech now in this session, which will include analysis of successful AI marketing campaigns as well as chatbots best practice. You will learn who the AI early adopters are and how these brands are benefitting from the ‘first mover’ advantage – with real-world case studies to showcase cutting edge work that delivers a return on investment rather than just gimmickry.  

Thain will demonstrate how marketers can use applied AI

Is Asia behind the West in terms of AI implementation? What are the hurdles in terms of adopting the advanced tech? Will people lose their jobs? These questions and many more will be answered during this session by Eric Thain, LEWIS general manager Shanghai and head of digital China.

Next up is Williams Lea Tag with the sponsored session titled ‘Local versus regional: How can brands spend their marketing dollars efficiently and effectively?’ Compared to some of their European and American counterparts, Asia’s marketers face complex regional environments characterised by wide cultural, economic and consumer differences in each of the many nations across the region.

This means the increased number of marketing channels and plateauing budgets has pushed marketers to look for the most transparent options, in order to invest their marketing dollars in the channels that are most effective in specific markets. After all, there is no one-size-fits-all in Asia’s diverse landscape. But is there a better way beyond having myriad strategies across many different markets?

Chan knows how to get bang for your buck

In this session, Williams Lea Tag Asia managing director Melissa Chan will try to answer that question. It will look at how global brands, across all industry verticals, can achieve better bang for their buck. Expect real-life case studies and recommended best practice guidelines to help you spend smarter. This is your chance to see what works best and how, through the filter of those that have already done it.

The final sponsored session announced in this batch comes from Marketo and is titled ‘Stop marketing. Start engaging: The five new rules for savvy marketers’. It is obvious that marketers have never been more under the pump. They are scrambling to stay ahead of constant change when it comes to marketing technology and practice. They are fighting to win customers and keep them on side when they do. And they are struggling to put hard numbers on the revenue their marketing produces. In this climate, how do you justify what you’re doing and spending? It seems a thankless and impossible job, right?

With all that in mind, there is no better time for a crash course on surviving and thriving in today’s fierce marketing reality. This session will provide exactly that. It is time to move away from the conventional marketing practice, which well may be sabotaging your success.

For the savviest marketers are radically changing the way they think. They plot, manage, measure and talk about what they do in order to stay on the front foot and win the battle for customer attention and affection.

To do so, there are five key new rules –  unlearn, learn to earn, overturn, go agile and go fast. Hear from Marketo APAC senior director of marketing Chris Cornell on how to crush it. He has more than 17 years of marketing experience and has worked for IBM, Leo Burnett and Wunderman.

Mohan will join the panel in the Mumbrella Asia Question Time session


Meanwhile, there have been some minor changes to the program. The Intel head of marketing for Asia-Pacific and Japan Ajay Mohan will replace the Microsoft APAC chief marketing officer Jolaine Boyd on the panel for the Mumbrella Asia Question Time session.

Easwaramony will talk about the dark side of mobile advertising


In addition, InMobi global head of marketing Arun Pattabhiraman will be replaced by Jayesh Easwaramony – InMobi general manager for APAC, the Middle East and Africa – in the session ‘International Speaker: Fraud Wars – Taming The Dark Side of Mobile Advertising’.

Peterson will consider how the role of CMOs is changing in Asia

Finally, in the R3-curated session ‘The future of the CMO in Asia’ Andrea Peterson will join the panel. Peterson is executive director of destination marketing at the Marina Bay Sands.

Do 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 developments. For further information on the conference and to buy tickets go to the Mumbrella360 Asia website here. And for information on the sponsorship and exhibition opportunities at the event, contact the publisher Dean Carroll at


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella Asia newsletter now.



Sign up to our free daily update to get the latest in media and marketing