Global CEO of media agency Initiative, Mat Baxter, will jet in from New York to deliver this keynote presentation.
He will explain why the lifecycle of brands is rapidly becoming shorter and highlight the importance of personalised consumer experiences, and the role that advertising and communications plays in that.
Indeed, the factors that contribute to a successful brand have shifted. The dominant mass brand playing homogenised roles for broad consumer groups has given way to brands that offer consumers relevance and more bespoke engagement.
Successful brands leverage technology, tap into culture and provide consumers with tailored utility in their daily lives. How can brands evolve their communications approach to keep up with the pace of people?
Baxter has worked in a number of high-profile roles both in America and Australia for companies such as UM, MediaCom and Maxus.
The session will be moderated by the E! News Asia television host Maria Rahajeng. She is also a model and brand ambassador as well as being known as one of the most prominent social media influencers in Indonesia.
Curated by: IPG Mediabrands