Lazada, TikTok and eSports – sessions on new marketing platforms announced for Mumbrella360 Asia conference

New marketing platforms including Lazada, TikTok and eSports will feature on the ‘Passion 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 eighth stream of content to be revealed is the ‘Passion Stage’.

First up on the Passion Stage is a session titled ‘The Lazada Story: Ecommerce Domination, ‘Shoppertainment’ and becoming the ‘New Brands Incubator’. Alibaba-owned online shopping platform Lazada has declared its intention to own the ecommerce space and supply chain in South East Asia, in the same way as Amazon does in America.

It will do so thanks to it efforts to make shopping fun by way of blending it with entertainment to create ‘shoppertainment’, the company says. On top of that, it has also integrated gamification, influencers and real-world events like concerts into the shopping app – helping it to harvest rich customer data that is indicative of buyer behaviour and trends.

This will also enable it to become the alternative marketplace for brand-building in South East Asia, according to the firm. The forces at work seem unstoppable.

Presenting the story in this session will be the Lazada Singapore chief marketing officer Michelle Yip. She has been with the company since 2016 and before that worked for Philips and Samsung.

Yip will talk about Lazada

Next is a session titled ‘E-gaming 101 for Marketers’. E-gaming is often touted as a major advertising market of the future, a place where devoted millennials spend large parts of their lives consuming content – and possibly advertising. But for many in the industry, the sport is too nascent to pay much attention to despite it being a billion dollar business.

Now is your chance to gen up on E-gaming through this primer session with Lion & Lion Malaysia client lead Karan Chhabra. 

He will explain the fundamentals of E-gaming, why it should be such a big deal for marketers, the audience demographics and what you can do to fully tap the market potential.

Chhabra knows his E-gaming

Malaysia-based Chhabra joined Lion & Lion earlier this year and before that he worked for FCB Global and TBWA. 

This is followed by a session titled ‘A Roadmap for Brands to Leverage eSports’. Come along and hear about the best-practice examples of brands leveraging eSports to boost sales with this diverse expert panel. This session will also explore the psychology behind the esports consumer.

Sitting on the panel will be the global David Tse, the eSports director at Singaporean gaming giant Razer. He joined the company in 2018 and before that worked at Netflix, Microsoft Samsung and Singtel.

Also onboard is the AirAsia head of eSports Allan Phang. He is based in Kuala Lumpur, Malaysia, and joined the airline back in 2014.

And the final speaker on the panel is the Philippines-based Mineski International Group founder and CEO Ronald Robin. He founded his eSports company in 2008 and was an early adopter on the scene.

Moderating the session will be Octagon managing director for South East Asia and Japan Aykan Azar. He joined Octagon as an account director back in 2010 and has since worked his way up the company’s hierarchy to become MD. 

There is then a session titled ‘TikTok Explained – The Power of User-Generated Content’. TikTok claims to be the company currently igniting ‘Generation Z’ as a social media video app that allows for creative and experimental user-generated content. The company has grown rapidly since it was launched just two years ago, thanks in part to the huge user base and viral content. 

In this explainer, you will hear from the company itself on its success so far and its plans for the future – as well as the relevancy for those professionals working in the media and marketing ecosystem. 

It is an app that is active in 150 markets and in 75 languages. The total number of downloads is said to have hit the one billion mark already.

Taking delegates through behind-the-scenes insights will be TikTok creative director of the X Design Centre Norio Ichikawa.

The final session of the day on the Passion Stage will be a session titled ‘Building Brand Value through Storytelling full of Emotion and Authenticity’.

As consumers have evolved, so has their taste and preference when it comes to brands. Digital technology has given marketers so many different tools to reach consumers, but sometimes we forget that these same customers have exactly the same tools to help them make buying decisions. They are just as enabled by technology, as the brands that are marketing to them. 

With this in mind, storytelling and authenticity have more value than ever. Knowing why a brand exists and communicating that to the consumer audience in a way that taps into emotion is still the gold standard. It’s the ‘brand value’ stupid. For brands have nowhere to hide in the internet age. 

Using the case studies of Gojek, Tokopedia, Traveloka and others – in this session delegates will hear about how to create real brand value and what not to do. Delivering the presentation will be the former Gojek chief marketing officer, and now a consultant, Piotr Jakibowski.

He was client-side at the ride-sharing giant Gojek for nearly three years before becoming a consultant. Prior to Gojek, Jakibowski worked agency-side for VML and Leo Burnett.

Former Gojek CMO Jakibowski

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.

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. 

“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, Wunderman Thompson, PHD, Unruly, Brave Bison, Verizon Media, Getty Images, Mediacorp, MediaOcean, Moving Walls 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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