First Mumbrella360 Asia conference sessions revealed – with a focus on stories from big brands

The first sessions have been announced for the Mumbrella360 Asia conference in Singapore this November – featuring brands including Circles.Life, Dairy Farm, RB and Cebu Pacific Air.

The three-day media and marketing conference will return on November 5 to 7 at the Marina Bay Sands Convention Centre. Following the industry ‘call for submissions’, a number of key themes have emerged and the first stream of content to be revealed is the ‘Brand Stage’.

Among the content will be the session titled ‘How Circles.Life Disrupted the Telco Space in Asia with Game-Changing Marketing’. Fun, mischievous and daring would be the words that best describe the Circles.Life approach to marketing and communications since the challenge telco brand launched some three years ago.

In fact, the brand has defined itself as an agile alternative to the legacy telco brands in South East Asia, not just through its products but its campaigns. This has included vandalism on Singapore’s MRT system, ‘free money’ vending machines and confrontational (but fun) print ads attacking the rigid telcos that have the largest market share.

As a result of this brave and bold strategy, Circles.Life has achieved a 5% market share in just three years – proving to be a disruptive player of the highest order.

In this session, you will hear from the woman who helped drive this progress is Circles.Life brand and campaigns regional manager Megan Yulga. She is based in Singapore and joined the company at the beginning of the journey back in 2016.

Yulga has been brave and bold with the Circles.Life approach

Then we have the session ‘How RB Transformed the Way it Connects with Chinese Consumers’. There is said to be a ‘marketing revolution’ happening in China thanks to the rich consumer data on offer and the technological means to engage with said customers.

In this session, CRM and digital marketing director Angeli Beltran will map out how British multinational RB – which has big brands like Strepsils, Clearasil and Durex under its umbrella – managed to transform the way it connected with its customers. 

She will take delegates through a deep-dive on RB’s consumer-centric communications strategy and execution. For consumer insights and data are the fuel driving sales in the huge Chinese market, but maintaining a premium price point and lifetime customer loyalty is a challenge.

Come along and learn about the key metrics which helped RB square the circle in this case-study driven presentation.

Beltran has been with RB since 2014. She is based in Guangzhou City, in China and before that was based in Singapore where she worked for the likes of Dentsu and Ogilvy on the agency-side.

RB has transformed the way it works in China – Beltran will reveal how

Next up is a session titled ‘How Cebu Pacific Airlines penetrated the China Market’. How do you grow a non-Chinese budget airline brand in the China market? This is the brand story of how Cebu Pacific Air – from the Philippines – did just that with the help of its consultancy partner Digital Crew; opening up a massive new market of outbound travellers from China.

Through the power of data, and despite a ‘cripplingly’ low marketing-budget, the airline took a growth-hacking approach – and succeeded. As a result, it saw a 23% surge in followers on its WeChat and Weibo channels. In addition, the innovative but low-cost campaigns produced 15% growth in website traffic for the airline.

In this session you will hear from Cebu Pacific Air vice-president of marketing and distribution Candice Iyog, who has been with the airline for some 15 years, and Digital Crew co-founder and director Ophenia Liang. The latter started her Australia-based company six years ago.

Iyog has been with Cebu Pacific Air for 15 years

Next up is the platinum sponsored session on the Brand Stage from Bonsey Jaden. It is titled ‘The future of ‘digital first’ brand-building? Staying in control without taking ownership away from consumers’.

It is clear that today’s digital first marketing economy requires a fundamental shift in how we approach brand-building. While it may seem like your customers are everywhere, on every channel, they are not. Today they are on Facebook, tomorrow they are on Instagram, next week they will be on Snap. 

Your customers journey is no longer entirely in your control. Consumers make up their own minds on where they want to be, what they want to see and when. This is why marketers need to make sure that every brand experience developed for their customers is not only hyper-relevant, but also resonant. We call these modular brand experiences, and every experience matters.

This means a shift from top-down brand building to a bottom-up ‘modular’ approach – focused on the ‘always on’ brand experiences and open communication lines with the consumer. 

It is no longer enough to focus on campaign or product cycles alone, or to split your media investments 80/20 above and below the line. Your brand purpose, the always on narrative you communicate – and every modular experience your customer is exposed to – will ultimately drive the positioning, affinity, trust and loyalty customers have for your product or company.

This session will explain the evolution of the customer journey and take a deep-dive into strategic planning and effective management of brand experiences across all key digital channels. Brought to life via real-world examples from Asia and beyond to back up the theory, it will mean you take away the key insights and strategic tools to help you re-imagine your digital brand strategy.

Posavac has grown Bonsey Jaden to 180 staff across eight APAC markets

You will hear from Bonsey Jaden CEO Daniel Posavac, someone who has specialised in building ‘digital-first’ brands across Asia over the last six years. Hailing from Australia, Daniel has over 10 years of global experience in digital branding. He founded Bonsey Jaden in 2014, with Singapore serving as the headquarters for the agency. It now has more than 180 staff across eight Asia–Pacific markets.

The final brand story to be announced this week is a session titled’ The Dairy Farm Approach to Customer Experience’. Customer experience is more than just a buzz phrase, it’s increasingly becoming a new way of doing business and a new mindset for marketers. It goes way beyond the traditional boundaries of marketing and looks across the whole stack to include sales and logistics.

On top of that, optimal CX is only possible with great research and robust data. In this session, you will hear from Dairy Farm – which has household name brands like 7-Eleven in its stable – about its insight-driven approach. Delegates will learn how the brand was supported in large part by the experience management platform Qualtrics.

Mapping out the best-practice will be Dairy Farm customer insights and loyalty director Dale Preston. He has been with the company for just over a year and previous to that worked for Coles in Australia and Nielsen in China.

He will be joined by the Australia-based Qualtrics head of research Lisa Khatri. She previously worked in New York, the United States, for Millward Brown and Hall & Partners.

Dairy Farm customer insights and loyalty director Preston

It is the second time the conference will be held. Back in 2017 the first event saw more than 1,100 delegates attend 70 sessions with 150 speakers across five streams – over the three days.

Some of the industry’s most prominent speakers from across Asia and the rest of the world will feature on the programme. The format also includes one-to-one networking, a large exhibition zone and masterclass workshops as well as the four main content stages.

A session from Mumbrella360 Asia in 2017

The annual Mumbrella Asia Awards ceremony will also take place during the same week as Mumbrella360 Asia – November 5 to 7 – meaning that those coming from outside Singapore only need to make one trip to attend both events at the Marina Bay Sands convention centre.

This year, earlybird tickets can also be purchased on the event website for delegates wanting to benefit from the discounted price by buying early. If you are booking a three-day all access pass, for example, you can do so until September 3 and save $400 on ticket prices – paying just $799 instead of $1,199.

The conference is targeted at client-side marketers, ad agencies, media owners, adtech players, consultancy firms and related segments like recruitment and executive education. It has already attracted a headline sponsor in Bonsey Jaden with Getty and IPG Mediabrands also coming onboard as early sponsors.

“This year, Mumbrella360 Asia is going to be even bigger and better than 2017,” Mumbrella’s Asia general manager Dean Carroll said previously.

“It is about the industry telling us what is interesting and should be on stage at the conference. It comes from the grassroots up with our industry-owned curated sessions. 

“Without a doubt, this is again going to be the region’s best media and marketing conference this year. And for those delegates wanting the cheapest ticket price possible, now is the time to buy while the earlybird offer is on.”

More speakers will be announced in the coming weeks and months so stay tuned for updates. Already onboard as sponsors are Bonsey Jaden (headline), IPG Mediabrands, Getty Images and The Code Co. Singapore Tourism Board is also supporting the event financially.

Headline sponsor Bonsey Jaden

For further information on the conference and to buy tickets go to the Mumbrella360 Asia website here. In addition, for information on the remaining sponsorship and exhibition opportunities at the event contact the partnerships manager Wilfred Wong on – and for content inquiries you can reach out to the Mumbrella Asia general manager Dean Carroll on


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