IBM CMO Jodie Sangster to join Mumbrella360 Asia event to tell firm’s 108-year story of ‘marketing agility’

The marketing behind the IBM success story that has seen the company dominate for more than 108 years is a late addition to the Mumbrella360 Asia conference programme for next week, with the firm’s Asia-Pacific chief marketing officer Jodie Sangster delivering a keynote address.

At 10am on Thursday (November 7), Sangster will give a presentation titled ‘Staying Power and Agility – The role of marketing in IBM’s continued 108-year history’.

Although it now operates in 170 countries, IBM started with much more humble beginnings in 1911 as a punch-card supplier. 

It has grown over the years as a business in terms of verticals and volume by pivoting when – or even before – the world changes and remaining ahead of the curve in terms of new products and new markets. That means it is now valued at more than US$113 billion.

And among the product suite today – delivered by the companies 350,000 employees – are software, hardware, hosting, design, consulting and artificial intelligence through Watson plus a whole lot more.

But what role did marketing play in this historic journey of agility for a company that has more staying power than most? Delegates will hear the answer to this and much more besides from the IBM Asia-Pacific chief marketing officer Jodie Sangster.

Sangster, IBM’s Asia-Pacific CMO

She joined IBM in 2018, working first out of Sydney and most recently from Singapore where she is now based. Prior to joining IBM, Sangster was CEO at the Association for Data-driven Marketing and Advertising in Australia. She also has a master’s degree in law, true fact.

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. 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, Speaker’s Corner 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,” Carroll said previously. “Without a doubt, this is again going to be the region’s, if not the world’s best media and marketing conference this year.”

Already onboard as sponsors are Bonsey Jaden, IPG Mediabrands, Wunderman Thompson, PHD, Unruly, Brave Bison, Verizon Media, Getty Images, Mediacorp, MediaOcean, Moving Walls, Shutterstock, Taboola, WarnerMedia Entertainment Networks, Hong Bao Media, CNBC, Tickled Media, RhythmOne, Qualtrics, Shootsta, Reuters, Acquia, AnyMind Group, Moove Media, Smaato, Exponential, Hooq and The Code Co – with Singapore Tourism Board 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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