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Influencers, B2B marketing, thought leadership & integrated work – Mumbrella360 Asia masterclasses

Strategies on how to win at B2B marketing, thought leadership, dashboard analytics, celebrity influencers, integrated brand campaigns and earned media will be among the masterclass sessions 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 ninth stream of content to be revealed is the first of the two masterclass stages.

First up is a session titled ‘The Three Thing that will Supercharge your B2B Marketing’. What is the B2B marketing formula that every industry profession needs – regardless of organisational size, complexity or industry? And how can the modern day marketer ensure they stay relevant?

In this session, delegates will hear about the power of data, the role of automation and the principles of ‘incremental improvement’ that show how small everyday changes drive a step change in performance.

Delivering the insights will be PayPal head of channel partner and developer marketing – international markets, one Robert Simons. He joined the company in Singapore in 2017. Prior to that, Simons worked internationally for other companies in London in the United Kingdom and in Sydney, Australia.

Next is the session titled ‘The Economist Guide to Thought Leadership’. Creating authentic and effective thought leadership to fuel content marketing is notoriously difficult. Across the industry, there are more fails than hits.

But in this session, you will hear how The Economist has managed to crack the content marketing code through sophisticated paid-for content. 

Presenting will be Scott Munday, director of media sales for South East Asia and Pacific at The Economist. He has been with the media owner for more than 12 years.

Also on the panel will be the Mastercard Singapore director of strategic communications and editorial insights Rashmi Dalai. She joined Mastercard at the start of 2019 and previously worked as a thought leadership managing editor at The Economist. 

Joining them will be Fidelity International head of marketing for South East Asia and the Middle East Lisa Ortner-Ghouze. Before joining the financial firm Fidelity, she worked for ANZ Bank and Thomson Reuters, also in Singapore.

This is followed by a session titled ‘How to Beat Dashboard Overload’. Automated dashboards have served the industry well in recent years, when compared to the previous way of tedious manually-prepared reports. Their major selling point is productivity, giving someone a mission control or a single source of truth. 

Dashboards promised to remove the burden of analytics. Yet did anyone ask the people who have to read the reports? Did anyone try to understand the data what they wanted? 

Furthermore, there is a real risk that those working in marketing and media are suffering from dashboard overload. It is not enough for technology companies to build dashboards and then walk away believing the job is done. In this session, delegates will get to hear about how alternative solutions are available, including data storytelling.

On hand to map out another way will be Nugit vice-president of client services Darren Jacobs. He joined Nugit in 2018 and prior to that worked for iClick Interactive, Yahoo and Maxim magazine.

Jacobs of Nugit

Then there is the session on ‘How to get Creative with a Chinese Celebrity Influencer – Lessons from the South Australian Tourism Commission’.

In 2018, the South Australian Tourism Commission was seeking to find a way to encourage more Chinese visitors to come to South Australia. Coupling a concerted push for a Chinese airline to fly direct to Adelaide with a Chinese megastar – Huang Xiaoming – to act as a brand ambassador, the results were nothing short of spectacular. 

But despite the outcome, it was a difficult road to get there.For any brand working in China or seeking to attract Chinese consumers, this session will be a useful look into how it can be done well and creatively.

Celebrity influencer Xiaoming

Delivering the presentation will be South Australian Tourism Commission executive director of marketing Brent Hill. He has been with the commission since 2015 and is based in Adelaide. Hill previously worked for Australian telco Telstra.

It is followed by the session titled ‘The Growth Toolkit – Tips, Tricks and Hacks for a Sustainable Business’. Every business needs a toolkit to help it achieve growth. In this session, BBDO Asia head of strategy Andy Wilson will deliver exactly that.

He will explain how you find sources of new growth while all around are flatlining, how to command price-premiums while all around you are commoditising, how to ensure an unfair share of brand fame while all around you are producing content landfill and how to generate virtuous growth momentum while all around you are chasing diminishing returns.

BBDO’s Wilson will talk growth

Singapore-based Wilson has been with BBDO for 13 years. Prior to joining the agency, he worked at Ogilvy & Mather in Tokyo, Japan, and Singapore. He is also a graduate of Oxford University.

Next up is the sponsored session titled ‘Social Video Soup – Mapping out the Ingredients for Success in a diverse APAC Market’. Marrying data and creative storytelling effectively is not easy. Doing it well across the diverse markets in the Asia-Pacific region is even more difficult. And doing so with video on social is near on impossible. But there are ways and means to make it happen.

In this session, you will learn about best practice when delivering such multi-market video campaigns. It is not about a one-size-fits-all approach, but something much more nuanced. 

If you work for a media or creative agency, or brand, this masterclass will provide you with deep-learning insights. Delegates will hear from the Asia-Pacific insights and solutions director at video marketing company Unruly, Karen Schuster. Joining her to present will be Matthew Cfrescenzo – the APAC creative director at the social video firm Brave Bison.

Then there is a session titled ‘Lessons from Two Brands becoming One – Herman Miller and The Executive Centre Group’. Imagine an integrated marketing campaign bringing together two brands. Well, here is a case study detailing exactly that.

For many years, the relationship between co-working space company The Executive Centre and design firm Herman Miller was purely transactional. Herman Miller was a supplier of office furniture and The Executive Centre was a client that purchased their products. However, last year, the marketing departments of both organisations saw larger potential; with a shared client base, similar brand positioning and audience.

So they developed an integrated marketing campaign that utilised both brands’ strengths to build mutual brand awareness. The result was and increase in sales, added value for clients and the positioning of both companies as thought leaders.

Come along and hear the details from The Executive Centre managing director of global marketing and communications Chelsea Perino and Herman Miller Asia-Pacific head of marketing Georgina Zhou. Both speakers are based in Hong Kong.

Herman Miller marketing head Zhou

The final session on the Masterclass stage that day is titled ‘The Do’s and Don’ts of Pitching a Story to Journalists’. Earned media is worth its weight in gold to brands, but often the pitches to journalists for a story are lacklustre at best. So how do you pique, rather than kill, the media’s interest?

Not via ready-to-publish listicles sent en masse to media publications and bloggers alike. And not via over-the-top marketing campaigns – disco lights, pinatas, 3D-printed houses, balloons sent in a box – that are simply meant to grab the attention of editors in order to get the client’s products mentioned.

Pitches like these are a waste of time. There are smarter and more effective ways to reach out to hacks, in order to increase a brand’s chances of getting heard (and published).

This session will cover the do’s and don’ts of media outreach. Delegates will get a best practice deep-dive from a journalist on the other side of the fence – Coconuts Media managing editor of food, lifestyle and travel, Cindy Kuan. She is based in Singapore and once worked as a copywriter for Groupon in Hong Kong.

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.

Kuan will explain hot to pitch a journo

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.

ArtOf2 Photography – www.artof2.com

“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, Shutterstock 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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