BBC, SGInnovate, Salesforce & Rice Comms – Mumbrella360 Asia masterclass sessions


Sessions from a diverse range of prominent organisations – including the BBC and Singapore government’s SGInnovate – will be among the masterclasses at the Mumbrella360 Asia conference in Singapore this November. 

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 10th stream of content to be revealed is the second of the two masterclass stages.

First up is the session titled ‘The Trifecta Model – Combining Creative, Technology and Strategy’. Why do marketers separate creative, technology and strategy when these things should actually be working hand-in-glove together? Never fear, there is a better way – the ‘trifecta model’. 

Delegates will get to witness the model in action through a series of case studies featuring clients which have seen great dividends from this method. 

Unpacking the methodology will be WE Communications executive vice-president of digital and experience technology for North America Ray Page. He is based in Seattle, in the United States, and joined WE in 2018. Prior to that, Page worked for Possible and DDB. 

At WE, he oversees more than 50 planners, strategists, creatives, content creators, ‘social mavens’, technologists and project management specialists.

Next is the session titled ‘Bootstrapped Brand-Building: A Start-Up Perspective’. Launched only two years ago SGInnovate invests in, builds and scales ‘deep tech’ start-ups in Singapore. Along the journey, the government organisation has built up a huge amount of knowledge on what works and what does not.

In this session, delegates will hear from SGInnovate head of brand SzeKi Sim on how to go about building a brand when your start-up is bootstrapped and has a limited marketing budget. 

Sim og SGInnovate

Sim joined SGInnovate in 2016 after a high-profile marketing career at big brands including Hewlett-Packard, Nokia, Siemens and Motorola. She has also worked agency-side with a stint as an account director at Wunderman.

Then there is a session titled ‘How to Optimise Your Brand Videos’. Content is everywhere, there is just so much of it. According to Facebook, we scroll through 300 feet of mobile content with our thumbs every single day. So how do you make your brand video stand out from the crowd?

Optimised and creative storytelling is the answer. You need content that is different to what everyone else is doing. That is not easy, but it is possible.

Hear how in this session present by Tay Guan Hin, the self-titled ‘creative change catalyst’ who founded the TGH Collective in Singapore and has previously worked brand-side for the likes of Nestle, Shell, Unilever and Johnson & Johnson. He has also worked agency-side as a creative director for Grey and Leo Burnett. As well as Singapore, he has also worked in other international markets including Japan, America and Malaysia.

Guan Hin

It is followed by a session titled’ Harnessing the Barbra ‘Streisand Effect’ in Your Marcoms Strategy’. The ‘Streisand Effect’ was coined after ‘Babs’ attempted to suppress an online aerial photo of her Malibu home. As a result of the attention brought by the lawsuit, the following month saw the popularity of the offending site skyrocket to 420,000 views. Before the lawsuit, the photo in question had only been downloaded just six times, two of which were by Streisand’s own lawyers.

Many other attempts to suppress things, during this age of information, have led to similarly laughable results. Not just for celebrities but also politicians, governments and, of course, businesses. This phenomenon need not be feared, but embraced. Tactical, enterprising and prudent marketers can exploit such explosive exposure for expansive, memorable and public relations-worthy engagement.

In this session you will learn how from the Hong Kong-based Treacle founder and creative director Tom Mitchell. Before starting his own agency, Treacle, in 2012 Mitchell worked as an animation director. Over the years his clients have included Calvin Klein, Disney, Marvel and the BBC.

Then follows a session titled ‘The Neuroscience of Content Marketing – Lessons from the BBC’. In this enlightening session, the BBC StoryWorks Asia-Pacific director Nicole Eliot will deepdive into research by the organisation’s neuroscience team, which attempts to understand the emotional impact of brand stories.

What are the storytelling techniques that achieve the most impact for brands with consumers? From product awareness all the way down to bottom-of-the-funnel intention, branded content has the power to create relationships that last, and that truly change the way audiences relate to companies.

Eliot from the BBC

Eliot has been with the BBC since 2014. She describes herself as an ‘experienced creative director and content strategist, specialising in digital and broadcast products for platform-agnostic storytelling’.

Next on the agenda is a session titled ‘Beyond Mediocre Public Relations – Through Data-Driven Strategies’. The mediocrity in the world of public relations agencies is partly due to every firm wanting to call themselves ‘integrated’ for fear of becoming extinct in a digital world. In practical terms, it has resulted in a landscape where the masses are mediocre at everything and great at nothing.

But true storytelling and the leveraging of data combined can provide a different model, one more aligned with the need for quality content. Making great stories come first with amplifying them coming a close second. 

Come along to hear more from Rice Communications digital director Nathalie Ramirez, who describes herself as “a Filipino American New Yorker currently based in Singapore”. She has previously worked for Zeno Group, Publicis, Havas and Anomaly.

Ramirez from Rice Communications

The final session of the day on the masterclass stage is ‘How to Use Inclusive Marketing to Drive Change Internally and Externally’. With diversity and equality now recognised as key drivers of both good corporate citizenship and smart business practice, marketers are on the frontline when it comes to ensuring these concepts are enacted through inclusive marketing practices – rather than being just something that is talked about.

In this session, we look at the principles for inclusive marketing and how to activate this approach on a local, regional and global scale; providing a foundation for marketers to drive and champion the ‘Age of Equality’ both inside their own organisations and outside in the wider world

Experienced industry thought leader Wendy Walker – Salesforce APAC marketing director – will take delegates through the journey to better inclusive marketing. She has more than 20 years of experience spanning a variety of industries and marketing discipline.

Saleforce marketer Walker

Prior to joining Salesforce, she led Intuit’s global expansion into 185 markets and before that Walker held senior positions with iflix, Manulife and Mindshare.

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.

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. Tickets can be purchased on the event website.

The conference is targeted at client-side marketers, ad agencies, media owners, adtech players, consultancy firms and related segments like recruitment and executive education. 

“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.”


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, Wunderman Thompson, PHD, Unruly, Brave Bison, Verizon Media, Getty Images, Mediacorp, MediaOcean, Moving Walls, Shutterstock, Taboola, Turner and The Code Co. Singapore Tourism Board is also supporting the event financially.

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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