CMO APAC Alliance Agenda
13 November 2024 | Swissôtel The Stamford Singapore
Theme:
“Cultural Relevance: Harnessing Creativity and Culture for Brand Connection”
According to the most recent edition of the Dentsu Creative CMO Report, 88% of brands agree it is more important than ever to be part of culture, and yet 74% admit to being challenged in knowing how to connect their brand to culture.
What are some of the ways in which brands can tap into culture in a way that’s seamless relevant, sustainable, and effective? How is culture developing and what trends may emerge over the near-term?
9:00 AM – 9:05 AM (5 MINS)
Welcome and Introduction
Atifa Silk Managing Director, Haymarket Media Asia & Spikes Asia
- Welcome guests to the event
- Overview of the session and introduction to the key themes of creativity, culture and sustainability.
9:05 AM – 9:30 AM (25 MINS)
Opening Keynote: “Culture and the APAC Consumer in the Now, Near and Next”
Drawing from Dentsu's flagship 2035 Consumer Vision research as well as the group's collective intelligence reports, this session will highlight emerging consumer trends, underlying cultural forces that shape how brands must engage in the near to medium-term, and how this impacts the future of creativity.
Speakers
Mimi Lu, Head of Strategy, APAC, dentsu
Richard Reid, Integrated Strategy Partner, Solutions APAC, dentsu
9:30 AM – 10:00 AM (30 MINS)
Panel Discussion: “Bridging the Gap: Strategies for Seamless Cultural Integration”
Topics include:
- Exploring how social networks provide compass for emerging trends
- How to collaborate with influencers
- Ensuring authenticity and relevance
- How AI and Web3 technologies could lead to the decentralisation of power in the creator economy
- How to set up marketing teams for the agility to leverage cultural moments
Panelists
Adam Cowlishaw, Head of Marketing and Digital, Johnson & Johnson
Delbert Ty, Chief Marketing Officer, Coffee Meets Bagel
Dan Paris, Creative Chief Product & Growth Officer, Asia Pacific, dentsu
Moderator: Rahat Kapur, Managing Editor, Campaign Asia-Pacific
10:00 AM – 10:30 AM (30 MINS)
Breakout Session: “Brands Leading the Way in Cultural Relevance”
● Interactive breakout sessions of successful case studies showcasing brands that have effectively integrated cultural relevance into their strategies.
10:30 AM – 11:00 AM (30 MINS)
Breakout Session: “Creative Approaches to Engaging on Sustainability”
● Interactive breakout sessions where participants brainstorm and develop ideas on how to creatively engage with culture while promoting sustainability.
11:00 AM – 11:20 AM (20 MINS)
Networking Break
● An opportunity for attendees to connect and network.
11:20 AM – 11:40 AM (20 MINS)
Fireside Chat: “Do Brands Truly Create Culture?”
● One-on one discussion between speakers combined with an interactive “open floor” session for attendees to ask questions and share their thoughts on what it takes for a brand to inspire a cultural movement, or whether the safer and more commonplace option of tapping into cultural mores resonates better with an audience.
Speakers:
Sherawaye Hagger, Head of PR and Communications, East Asia, H&M
Rahat Kapur, Managing Editor, Campaign Asia-Pacific
11:40 AM – 12:00 PM (20 MINS)
Closing Remarks: “The Future of Brands in Culture”
Atifa Silk Managing Director, Haymarket Media Asia & Spikes Asia
Mandy Neo, Director, Spikes Asia
● Summary of key takeaways and encouragement to apply insights in their own brand strategies.
12:00 PM – 1:00 PM (60 MINS)
Networking Lunch & End of Event
● End of event and guests are served lunch