For marketers, programmatic should now be considered a ‘traditional’ marketing format

Programmatic should now be considered as a ‘traditional’ marketing format, the Omnicom Media Group Asia-Pacific chief executive officer Tony Harradine has told Mumbrella.

He was speaking in a video interview in advance of the Travel Marketing Summit in Singapore on May 7.

At the conference, he will be part of a panel discussion session with the theme ‘Brand-Building in a Digital Age Ruled by Programmatic Advertising. Can It Be Done?’.

Some industry grandees have suggested that brand-building is no longer fashionable, having taken a back seat to programmatic in the digital age – when ad spends are under ever greater scrutiny.

But is that really true? Is it a black and white choice between spending on programmatic to get a short-term return and betting on a long-term play of traditional brand equity campaigns?

This diverse industry expert panel will attempt to get to the heart of the matter, looking at the issue from all sides – including that of the client, agency and online travel agency.

Joining the line-up is Harradine, a man who has already made his mark at OMG since taking the hot seat earlier this year. Flying in from her San Francisco base to join us will be ADARA chief marketing officer Carolyn Corda – a Yale University graduate who previously worked for Accenture.

You will also hear from the Klook head of regional marketing for South East Asia and the Middle East Marcus Yong – who previously worked for Scoot and the Singapore Economic Development Board.

Plus Skyscanner senior director and head of growth for Asia Paul Whiteway will be onboard as will ex-Googler and investment banker turned travel blogger Mar Pages. And the session will be moderated by Digitas Asia-Pacific chief media officer Charlie Newbury, who is also a board member on the Interactive Advertising Bureau for South East Asia and India.

During the one-day conference at One Farrer Hotel, there will also be keynote speeches by Cathay Pacific marketing chief Edward Bell and Hilton Asia-Pacific director of consumer and digital communications Clare Woodford.

In addition to that, delegates will see an in-depth question and answer session with Changi airport marcoms head Ivan Tan – not to mention sessions on ‘Bleisure’ – the trend of mixing business trips with leisure travel, brand building in the programmatic age, the Crazy Rich Asians marcoms bounce for Singapore, a roadmap for marketing to Chinese tourists and an expert panel’s views on the next iteration of marcoms – plus much more besides.

There will also be expert speakers from Facebook, Japan Airlines, Expedia, Klook, Skyscanner, R3, TripZilla, Nielsen, the Travel Daily, Sofitel, Luxury Escapes, Quintessentially and TripAdvisor – to name but a few.

To buy your tickets for just $399, visit the event website here.


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