Retail in Asia

In Trends

MarketingPulse: Marketing for good amid the pandemic


Asia’s premier marketing and branding conference is one where global marketers, brands, advertising agencies, media, enterprises and innovation professionals gather to discuss the latest marketing trends and practices.

SEE ALSO : Do you know your Gen Z?

This year’s event will be held online but not without some of the biggest brands, agencies and high-profile executives. They will share their thoughts under the theme “Marketing for GOOD”, preparing you for a post-pandemic business recovery as you connect with local and international marketers.

Source: HKTDC

MarketingPulse ONLINE takes place between 30th and 31st March, with a heavy focus on positive branding and digital transformation. Echoing the theme, renowned Chief Marketing Officers will be talking about key elements for positive branding, new customer behaviour as well as the latest in community marketing. There will also be a thematic panel centred on brand purpose and storytelling.

Source: HKTDC

Speakers include Bryan Meehan, Executive Chair and CEO of Blue Bottle Coffee.He will be sharing his journey in marketing a hip lifestyle coffee brand which now operates in North America and Asia. Since joining Blue Bottle in 2012, Meehan has been driving the popularity of the chic coffee shop chain that started in the San Francisco Bay area, reportedly valued at more than US$700 million back in 2017. With Nestlé now a major shareholder in Blue Bottle Coffee, Meehan became
involved in the Swiss conglomerate’s Creating Shared Value Council which gives advice to ensuring long-term sustainability and to bringing positive social impact.

Before joining Blue Bottle Chain, Bryan Meehan had already found success in other business ventures. He launched Nude Skincare, a high-end organic skincare brand,acquired by Louis Vuitton in 2011. He is also the founder of Fresh & Wild, a London-based chain of organic markets, purchased by Whole Foods in 2004.

Expect to hear from other big names like globally renowned Chief Marketing Officer Greg Hoffman. He will be drawing from his experiences at international sports brand NIKE where he oversaw projects for the Olympic Games and FIFA World Cup. Hoffman was NIKE’s Global Chief Marketing Officer from 2016 to 2018 and later, the athletic label’s Vice President of Global Brand Innovation.

Source: Shutterstock

Having worked for NIKE for almost three decades, Hoffman is keen to share how innovation drives a brand experience and forecast how creative storytelling may change in the future.

Source: HKTDC

Another executive that will be making a highly anticipated appearance at the two-day international conference is Mayur Gupta. He is the Chief Strategy and Marketing Officer of media-company Gannett, aiming to drive digital subscriptions as the pandemic exacerbated challenges in the media industry. Gannett, which owns USA TODAY and over 260 daily publications, is seeking to hit 10 million paid digital subscriptions in five years. In Gupta’s words, “when growth is accompanied with chaos, you need a culture that inspires people to thrive and not shut out chaos.”

Prior to joining Gannett, Gupta was Chief Marketing Officer at food-tech company, Freshly, bringing with him a wealth of experience from Kimberly-Clark, IBM and Spotify, where he was the Global Vice President of Growth and Marketing. Late last year, Forbes magazine named Gupta as “One of the World’s Most Influential CMOs”, after having featured him on its “50 Game-Changing Marketing Leaders” list in 2019.

Source: HKTDC

Silicon Valley venture capitalist Guy Kawasaki will also be speaking at the conference on what marketers should learn from the pandemic and how to prepare for the digital future. Kawasaki penned best-sellers including “Wise Guy”, “The Art of Social Media” and “The Art of the Start” but he is widely recognised as a brand ambassador for Mercedes Benz. The Silicon Valley icon has an impressive resume with some of the biggest names in tech. He served as the Chief Evangelist of Apple in the 1980s and 1990s. Between 2013 and 2014, Kawasaki worked for Google where he was a Special Advisor to the CEO of the Motorola division.

lululemon is making a debut at MarketingPulse. The apparel maker’s Keen Yim, Vice President, Brand & Community, APAC will be talking about ways to drive growth under “the new normal”. Yim makes a perfect speaker given his background in branding and luxury, with work experiences at Ogilvy & Mather, MCM Worldwide and Burberry.

Stay tuned for an interview with Keen Yim.

Source: Shutterstock

SEE ALSO : How retail lighting design affects customer experience?

Participants will also be hearing from executives and agencies on livestreaming commerce, short-video and social marketing as well as their insights into making most of digital innovation such as 5G, gamified marketing and sonic branding in addition to ideas on social commerce and influencer marketing. Networking opportunity with global marketers are also available via the virtual platform and there will Hong Kong marketing services providers to offer advice and consultation services.

This year’s MarketingPulse will be held online from 30th to 31st March 2021. Register now to enjoy privilege offer 55% off discount (discount code: MPR05G5P) for Retail in Asia readers by clicking here.