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Gary Vee, Twitch, lessons from Apple, world’s best ads and influencers – new Mumbrella360 Asia sessions

New ideas from Twitch, Gary Vaynerchuk, Apple via its experience design agency Eight Inc. and research from Warc and Kantar are among the topics that will feature on the ‘Emergence Stage’ 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 seventh stream of content to be revealed is the ‘Emergence Stage’.

First up on the Emergence Stage is a session titled ‘The Future of Advertising will be Live and Interactive – The Twitch Roadmap’. The millennial generation has replaced television viewing with streaming platforms where they can interact and feel part of a community – and the group is willing to accept native advertising as part of the deal – according to Twitch.

Suggesting that young people want a more meaningful experience than just receiving content, the company says young people embrace ads as part of the experience – just as long as they are tailored and the content is free.

Indeed, Amazon-owned Twitch has more than 116 million active monthly users, who spend an average of 90 minutes a day on the platform. But can it and other streaming platforms really be the future of advertising?

In this session, you will find out from Twitch South East Asia general manager Nandu Madhava, who is based in India and previously worked for Twitter, as well as the London-based Twitch vice-president of client strategy Steve Ford. 

Next we have the session ‘The GaryVee Way: How to Spark Social Virality’. Does your CEO know how to use TikTok? Ours does. When your leader lives and breathes social media, it becomes inherent in the DNA of the company. 

But how do you take those lessons and apply them to your business? This session shares the Gary Vaynerchuk (or Gary Vee for short) playbook – including how best to use data and cultural insights from social media content, and how you can utilise those lessons – and make them valuable for your clients. 

Gary Vee will appear on video

Ultimately, you will learn how you can develop highly relevant and targeted social media strategies to break through the clutter and ‘win’ at digital advertising.

In this session hosted by the Singapore vice-president of VaynerMedia Avery Akkineni, you will also get to hear a pre-recorded video address from the VaynerMedia CEO himself, the New York-based Gary Vaynerchuk. He will answer questions submitted by Mumbrella readers in advance of the conference via  the video. It will be a happening you cannot afford to miss.

This is followed by the session titled ‘Customer Experience: The Lessons for Brands from Innovators like Apple’. ‘Experience design agency’ Eight Inc. was behind the Apple Store among other innovative work for high-end brands. In this session, you will learn how design can produce not only positive customer experiences but also revenue upswings. For, as we all know, happy customers tend to spend a great deal more.

Brands can only win if they stand out and provide consumers with a transformative experience. There will be case studies from across the luxury, retail, fashion and technology segments in this illuminating presentation by Eight Inc. executive director Andrew Au.

Originally from Hong Kong, Au has been based in Singapore for a number of years. He joined Eight Inc. earlier this year and has previously worked for the likes of AOL and The Economist. Au is also vice-chairman of The Marketing Society in Singapore.

Then delegates will witness the session titled ‘The Power of creativity: The 10 Best Ad Campaigns from Around the World’. What were the best ad campaigns of the last year from a creative perspective? And why were they the best?

Marketing intelligence firm Warc has the answers and in this session the company’s Asia managing director Edward Pank will showcase the best work from around the world. He will also deconstruct the insight and lessons from the campaigns so that other brands can apply them for their own success. Come along to this one to be truly inspired.

Warc’s Ed Pank speaking at Mumbrella360 in Australia

Pank has been with Warc for nine years and prior to joining the company he came from an agency background – having worked for Bates in Singapore and Y&R in London.

He has worked on brand strategy for the likes of Sony, Heineken, Land Rover, Schweppes, Lego and Marks & Spencer among others.

The final session of the day on the Emergence Stage is titled ‘The True Influence of Influencers across the Asia-Pacific Region’. They are eternal questions for marketers. How much influence do influencers really have? And how do you accurately measure the return on investment?

But despite the fraud and fakery that has plagued the segment, there is no denying the significant reach and engagement some influencers achieve. And so, in this session, there will be a deepdive into Kantar research showing that 52% of people across the APAC region discover new brands or products through the influencers they follow. 

The same study has revealed though that 54% of people said they do not trust influencers as they know they are paid to advertise brands. This number is even higher in countries like Singapore (59%), Korea (64%) and New Zealand (66%) where consumers have been exposed to this kind of marketing for a considerable amount of time. 

So how can brands make the right choice with their influencers at the right time? Come along to hear more from the Kantar APAC chief digital officer Pablo Gomez. He has been with Kantar since 2017 and prior to that worked for IPG Mediabrands and UM.

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 360 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 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 wilfred@mumbrella.asia – and for content inquiries you can reach out to the Mumbrella Asia general manager Dean Carroll on dean@mumbrella.asia

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