Influencers will remain a ‘dominant’ force in marketing, claims agency CEO

The continued rise of influencers will mean the medium remains a dominant marketing force despite the concerns around fraud and fakery, the founder of Singapore-based agency Kobe has claimed.

Chief executive officer at the influencer agency Evangeline Leong was speaking to Mumbrella in a video interview in advance of the Travel Marketing Summit in Singapore on May 7.

At the conference, she will be on a panel discussing the topic ‘Do Influencers Really Have Influence and, if so, Which Ones Are Worth Your Ad Dollars?’

Influencers have indeed become a polarising topic in the last year, following incidents of fraud and fakery. Unilever has even halted work with influencers who buy followers, and other clients have followed that lead.

At the same token, there are positive stories to be told from brands which have seen the benefits of influencer campaigns. This panel will attempt to find out the truth so that you know where to put your ad dollars to get maximum bang for the buck.

On the panel representing the client side will be Akira Mitsumasu, vice-president of product, services and planning at Japan Airlines. From the media owner side, TheSmartLocal managing director Bryan Choo will join the debate.

Add to that, the Singapore-based influencer Xin Lin Khaw plus the Kobe Global Technologies (award-winning influencer agency) founder and chief executive officer Leong, and prominent influencer critic – and Right Hook Communications public relations director – Wesley Gunter.

Stewart will moderate the session on influencers

Moderating proceedings will be Facebook head of agency for Asia-Pacific, Neil Stewart – a man who is known for being slightly sceptical about influencers. He makes up what promises to be a compelling line-up and a truly compelling debate.

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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