MarketingPulse, a regional premium conference for marketers and brands organized by Hong Kong Trade Development Council (HKTDC) was held 21 March 2018 at the Hong Kong Convention and Exhibition Centre registered full room with over 1200 attendees for its first edition.
The conference provided a platform of discussion for marketing and advertising experts who shared best practices but also current issues within the industry.
The full day event was opened by Mr Raymond Yip, Acting Executive Director, Hong Kong Trade Development Council, who welcomed the guests, followed by Mr Yung Wai hung, Philip, JP Permanent Secretary for Commerce and Economic Development (Commerce, Industry and Tourism), Hong Kong Special Administrative Region of the People’s Republic of China, who presented Hong Kong as a vibrant city representing the perfect hub for creativity within the region.
The event was organized into 3 plenary sessions, 4 breakout sessions, 2 “Dialogues with Creative Minds” sessions, and a VIP Luncheon session.
The sessions were animated by legendary speakers within the marketing and advertising industry. Brands, marketers, agencies, but also media companies and academics entertained the audience with insightful presentations and discussions.
MC of the event Karen Koh (Founder at Intermedia, a journalism and media consultancy).
Among the speakers: Sara Riis-Carstensen, Head of Global Branding at De Beers and former Director of Global Brand Development at Lego; Uri Minkoff, CEO and Co-founder of Rebecca Minkoff; and Kei Suzuki, Director at Ryohin Keikaku (MUJI) sharing their best practices to build a brand.
Mr Evan Greene, Chief Marketing Officer of The Recording Academy (The Grammy’s); Mrs Beverly W. Jackson, VP, Social Portfolio Strategy for MGM Resorts International; Mrs Maya Hari, VP Asia Pacific of Twitter; Mr Assaf Tarnopolsky, Director Marketing Solutions, South East Asia, North Asia and Japan; and Mr JiPeng Men, VP, Head of Marketing of JD.com to discuss social media power.
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Mr Joshua Grossberg, Group Creative Director at McCann New York and Mr Peter Lefebvre, Creative Director at Leo Burnett together with other professionals had the challenging task to define innovation and presented their masterpieces of Field Trip to Mars, Fearless Girl, and Van Gogh BnB.
Mr Rohit Bhargava, President & Founder at Non-Obvious Company entertained speakers and VIP guests during lunch with a talk entitled: “The Non-Obvious Trends Shaping the Marketing Industry”.
Ms Gunyarak Piyakhun, First Executive Vice President (Marketing Strategy & Business Intelligence) at Siam Piwat Company Limited and Ms Jennie So, General Manager at International SINA Corp & Weibo Corp together with other players discussed customer engagement strategies and influence economy.
Ms Mia Chen, Head of Marketing of Airbnb China and Mr Chikai Huang, Brand Director at Pechoin joined a panel on Chinese market.
Our Chief Editor Dr Esterina Nervino moderated a panel about storytelling with the speakers: Mr Tony Chow, Regional Director, Creative & Content Marketing, Asia Pacific at Marriott International; Mr Sehgeun Choi, Senior Creative Director at INNORED; and Mr Vincent Tsui, Founder & CEO at Toast Communications Limited. The panel aimed to unveil the ingredients of a successful story from different perspectives.
All the three presentations had a leit-motif ‘love’, generated by the personification of the brand and the establishment of a long-term relationship and commitment between the brand and the customers aimed to build trust and loyalty. Among the challenges, are the assessment and evaluation criteria that differ from sector to sector, but also based on the objectives established at the beginning.
The last breakout session was organized differently from others given the complexity of the topic related to the use of data for marketing purposes. It included a keynote speech entitled “Data Transformation in the context of Digital Transformation at SCMP” given by Mr Korey Lee, Director, Data Analytics and Insights at SCMP.
As summary of the panel discussion among the five speakers, few points came up as common denominator of strategies to deal with big data. first, it is useful to generate what the company produces itself in terms of data; second, it is merging with another company willing to share data; third, it is looking at different data from different players altogether. However, it is there to acknowledge that companies treasure their data and are not willing to share them.
This led to a discussion about sharing or actually monetize the data, which is differently from selling data for marketing and advertising purposes.
MarketingPulse also included two dialogue sessions: Dialogue with Women Marketers and Branding and marketing tips for start-ups. Those two sessions were very informative and provided great insights to women embarking on a career, but also a family life; and start-ups preparing to pitch to investors.
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Overall, MarketingPulse was a great success and audience is already looking forward to the next edition.
Stay tuned to know more about what happened at MarketingPulse, interviews with the speakers, and feedback from the audience.