PROGRAMME

 

Day 1, Wednesday 24 March

 

08.30    Registration

Morning refreshments & networking

 

08.50    Welcome to AME festival

Chairman’s opening remarks

Christopher Graves, Global CEO, Ogilvy Public Relations Worldwide

 

09.00    Ideas for growth — China at the centre of the world

Sponsored by BBDO                                                                                                                          

China's importance to the world has never been more apparent than it is today.  But the truth is China has always been a major power and even in the eighteenth and early nineteenth centuries, when many considered China an effete nation, it was still the world's largest economy.  The lecture will give an overview of about 5000 years of Chinese history and explain China's importance to world history, by setting its past within a world context. The aim of the talk is to examine the country’s re-emergence from its one real blip between c. 1800 – 1980, and show how China is now playing a vital place on the world stage as a result of its ability to think, innovate and create, as it has done so effectively for millennia.

 

Carol Michaelson, Curator, Department of Asia, The British Museum

 

10.00    Keynote address — the buyology of an amazing idea

            Sponsored by DDB

What makes an amazing idea — an idea that sparks enough interest and attention among consumers to truly succeed in an overcrowded market space? What makes ideas sometimes fail and sometimes fly?  In Martin Lindstrom's groundbreaking presentation, ‘The Buyology of an Amazing Idea’, he looks into both what makes ideas stand out and, more importantly, how they are generated and executed in the real world. He draws on his deep insight into neuroscience and highlights the concept of a ‘somatic marker’ — the very notion of how an idea can not only stand out but actually be memorised in consumers’ brains.  It is a scientific discovery that is not only is groundbreaking in the world of marketing but will also become one of the most important ingredients in how brands are built in 2010.

 

Martin Lindstrom's presentation is engaging, stimulating and thought provoking in equal measure. It will arm delegates with hands-on tools and practical advice on how to turn their existing strategies and branding efforts into an amazing idea generator that will enable them to stand out.

 

Martin Lindstrom, Brand Futurist, Lindstrom Company

 

11.30    Refreshments and networking

 

11.50    The AME debate —  rethink and rebuild marketing effectiveness

This year’s debate brings together leading brands and agencies to discuss the pressures facing the advertising and marketing industry and to define the way forward for effective communications.

 

Chaired by Atifa Hargrave-Silk, Editor-in-Chief, Media

Barry Cupples, CEO, Omnicom Media Group Asia Pacific

Susan Ho, Head of Group Brand Development, Standard Chartered Bank

Tim Isaac, Chairman, Ogilvy & Mather Asia Pacific

Keith Smith, President, International, TBWA Group

Shawn Warren, Vice President, Marketing, Kraft Foods Asia-Pacific

 

12.20    Mix and match breakout sessions

Sponsored by Omnicom Group

Choose 1, 2 or 3                                                                                           

 

1. BBDO voices — the edition on Chinese women

It was once said in China that “women hold up half the sky”.  This BBDO report explores in detail the changing concept of womanhood in the world’s most dynamic market, and examines the far-reaching impact of women’s evolution on modern Chinese society.   Through a colourful mixture of hard survey data, poignant quotes from Chinese women (and men), as well as expert social commentary, this report promises to provide a fresh perspective to marketers on the new roles brands can play in the lives of this increasingly important consumer segment.

 

Carol Potter, President and CEO, BBDO/Proximity Greater China
Hans Lopez-Vito, Executive Planning Director, BBDO/Proximity China

2. Who controls your reputation? Shaping Internet WOM

One way corporate spin no longer rules the nest. It's not what you say, but what people are saying about you that counts. Social media and search engines are the new reputation gateways. How is internet word of mouth changing brand perceptions? Are you a part of those conversations? Find out how to influence, manage and measure perceptions in the free-wheeling digital environment.   

Tarun Deo, Managing Director, Market Development Asia Pacific, Fleishman Hillard

Napoleon Biggs, Vice President, Head of Digital Integration for Asia Pacific, Fleishman Hillard

 

3. Bravehearts make decisions for dramatic growth

We know that digital is changing our world. We know that the make-up, values and experiences that our customers seek are changing too. But how willing are brands to change their business models to embrace the dramatic growth and intelligence that digital technology can provide? Tribal DDB explores the possibilities for those who want to pursue an effective change in destiny.

 

Amanda King, President & Managing Partner, Tribal DDB Asia Pacific

 

13.00    Lunch & networking

Sponsored by Tudou.com

Lunch briefing: How to build compelling content for the digital generation audience — from broadcast to cable to the internet

The shift is happening before your eyes — the audience in front of the computer screen is not the same group as the audience in front of the TV screen.  People now grow up with  a keyboard and mouse at their fingertips, and the internet at the touch of a button.  To speak to them and, better yet, to engage them, compelling content needs to be designed and built differently, from the very beginning of a concept.  In this briefing, Tudou.com will offer some of its learnings on how to succeed in an enviornment where so much more is still to be learned.

 

            Gary Wang, Founder & CEO, Tudou.com

 

13.50    Mix and match breakout sessions

Sponsored by Omnicom Group

Choose 1, 2 or 3                                                                                           

See 12.20pm for session topics and speakers

 

14.30    China digital panel 

With an online population fast approaching 400 million, China’s digital market is becoming increasingly difficult for brands to navigate. Whether it involves gaming, online video, social networking sites or rising 3G mobile penetration, building an effective marketing strategy online requires a great deal of insight and understanding. The China digital panel will look in more detail at how brands and marketers can operate successfully in one of the most exciting digital markets in the world, examining the myriad opportunities, as well as the many pitfalls.

 

Sponsored by Tudou.com and Ad China

Moderated by Vincent Kobler, Managing Director, EmporioAsia Leo Burnett

Gary Wang, Founder & CEO, Tudou.com 

Peter Cheng, COO, AdChina

Andres Kiger, Senior Director of Integrated Marketing, Coca Cola China

 

15.10    The digital inflection point

‘The Digital Inflection Point’ is a look at where the global digital landscape is going over the next 2-3 years and how that will continue to shape and change the fundamental principles of consumer engagement. Andy Grove, co-founder of Intel, famously talks about the ‘strategic inflection point’ of any business — that is the point at which a business has to fundamentally change in order to grow, or risk becoming obsolete.  The rapid evolution of digital platforms and consumer behaviours is causing a similar inflection point for marketers. We need to fundamentally embrace this in all aspects of consumer engagement from marketing and communications through to insights, the retail experience and product development….or risk losing relevance and, ultimately, market share.

Mainardo de Nardis, Chief Executive Officer, OMD Worldwide

           

15.40    Learning from the future — what China can teach to the world of tomorrow
Learning from the future: the challenge to build and market brands in China, where past experience cannot help predict the future; where business models have a short lifespan; where new consumers, new shoppers and new retail environments emerge and develop every day; where new generations switch off television, avoid hypermarkets and all those familiar things that we have grown up with...
Daniela Riccardi and Fernando Beretta –— client and agency together — share their thoughts on how to learn from the future and grow with tomorrow in mind...

Daniela Riccardi, President, Greater China, Procter & Gamble

Fernando Beretta, Executive Vice President, Grey Group Asia Pacific

 

16.10    Refreshments and networking

 

16.30    Case study — building a youth brand in a youthful country - Virgin Mobile India

In one of the youngest countries in the world, with 200 million below the age of 25, there was ironically no mainstream youth brand in India. Virgin Mobile realised that there was an  opportunity to give young Indian people a brand that they could call their own. Virgin Mobile discovered that the Indian youth had found a clever route between tradition and modernity. They were manoeuvering the system to their advantage without upsetting the applecart. In doing so they were tweaking the rules of society and needed a legitimisation of their way of life. Virgin Mobile decided to become the ‘partner in crime’ of the Indian youth; exhorting them to inventively bypass the firewall of sanctions, thus giving Indian youth a real choice in mobile services and a brand that marks the ‘youth’ from the ‘youthful’. Within two years, Virgin Mobile established itself as the first true brand for youth, and in the course of doing so, won many awards including Silver at the Asian Marketing Effectiveness Awards and the India Effies, as well as Bronze at the prestigious global Jay Chiat awards.

 

Prasad Narasimhan, Chief Marketing Officer, Virgin Mobile India

Dheeraj Sinha, Chief Strategy Officer, Bates 141 India

 

17.00    Building big brand ideas across the Middle Kingdom

Unity is strength.  China, given its huge scale and relatively untamed brandscape, is a market that demands big ideas — unifying concepts that forge order from chaos.  Across all communication channels -— from broadcast television to in-store activation, from digital to promoter management -— consistency is king, the secret to deeper consumer loyalty and price premiums.  In his presentation, ‘Building Big Brand Ideas across the Middle Kingdom’, Tom Doctoroff, JWT's North Asia Area Director and Greater China CEO, provides China case studies of brands that: a) base appeal in timeless consumer insights rooted in human or cultural ‘truths’; b) fuse insight with a unique brand discriminator to achieve a long-term brand idea capable of evolving over time; and c) implement creative expressions as ‘participation platforms’ to ensure deep consumer engagement.

 

Tom Doctoroff, North Asia Area Director & Greater China CEO, JWT

 

17.30    End of conference day 1

 

Day 2, Thursday 25 March

 

08.00    Marketing ROI for procurement

(by invitation only)

Sponsored by Ogilvy & Mather

Tailored specifically to procurement professionals, this breakfast workshop will explore and examine some of marketing procurement’s key issues.  Through discussion, brand case studies and illustrated examples, attendees will be given a thorough overview of ROI tools (both long- and short-term) and brand strength tools.  Also covered will be the links between marketing spend, profitability, cash flow and shareholder value.

 

Led by Tim Broadbent, Global Effectiveness Director, Ogilvy & Mather Worldwide

 

08.45    Morning refreshments & networking

 

09.00    Chairman’s opening remarks

Christopher Graves, Global CEO, Asia Pacific, Ogilvy Public Relations Worldwide

 

9.10      How to leverage social marketing

The presentation will focus on the power of social media in China. China is now the world’s number one internet market with 384 million users, a 28.9 per cent increase year-on-year. Over the years, digital consumption has grown rapidly with 18.7 hours per week on average, catching up with TV.

Tencent, the third largest internet company in the world, believes that social media has changed the way we consume media. It not only changed the internet usage pattern, but has affected consumers’ purchase process, thereby becoming an important part of the marketing mix. During his presentation, SY will also provide China case studies on how brands can leverage social media.

 

SY Lau, President of Online Media, Tencent

 

9.30      BBC World News interview with Sir David Tang — what to build in China?

Sponsored by BBC World News

Everyone is dazzled by China because of its population size: it’s a seductive multiplier for any commercial calculations. But how exactly and with what we can capture those numbers is the fulcrum between success and failure. And anyone who thinks there are automatic magic formulae for China is living in cloud cuckoo land!

 

Sir David Tang, Founder, Shanghai Tang, China Club

Sharanjit Leyl, Reporter and Producer, Asia Business Report, BBC World News

 

10.10    Case study: Reigniting Chengdu’s ‘most livable’ spirit

Chengdu, the capital of Sichuan province, has repeatedly been voted China’s happiest and most livable city. However, when the Sichuan earthquake of 2008 struck, confidence was shattered, people were traumatised and doubts were raised as to whether Chengdu would ever be the same again. This is a case study on the campaign to rebuild Chengdu city. The singular focus was to reverse this sudden change in perception and help the people of Chengdu recover and reignite their ‘most livable’ spirit. They did it themselves, but the campaign helped celebrate that spirit. This campaign won Gold at the China Effies in 2009. 

 

Fareeda Cassumbhoy, Planning Head for China, Bates 141

 

10.40    Refreshments and networking

 

11.00    Procuring big ideas — how marketing, procurement and agencies need to build bridges for better work                                                          

How do procurement, marketing and the creative function best connect to achieve the optimal output? In R3’s latest research in China, the role of procurement in fee negotiations has increased 40 per cent in the last two years — with more than half of all agreements seeing it involved. This panel looks at the rising importance of procurement, and how agencies and marketers can best engage and collaborate.

 

Moderator: Greg Paull, Principal, R3      

Donald Chan, Chief Executive Officer, TBWA China

Paul Heath, Chief Executive Officer, Ogilvy & Mather Asia Pacific

Frank Lin, Media Director, McDonald’s China

 

11.30    Mix and match breakout sessions

Choose 1, 2, or 3.

1. Best practice in optimising media investment in changing times
Markets are inflating, clients are pitching and HQs are asking, “How do businesses in high-growth markets navigate the waters of growth with limited resources? Who do they trust, how do they acquire and apply knowledge, and how do they deliver results?” Adam Swann will talk about the challenges and successes of media effectiveness: setting and spending what is typically one of the biggest budgets in the company, managing external partners, and delivering quality in a world of quantity.

 Adam Swann, Global CEO, Media Management Practice, Accenture

2.  Finding Your Value Point

A click is just a click.  And as most sophisticated online marketers have realized, it’s a really poor indication of whether online marketing is working.  In this session, the Omnicom Media Group discusses the Value Point System, on how marketers can understand the value behind certain online behaviors and through these insights move closer to making sense of the efficacy of ad spend and to measure marketing effectiveness online.

 

Yufen Chen, Regional Director of Client Solutions, Asia Pacific, Omnicom Media Group

 

3. The truth is out there
In our world of marketing, information and data should be at the heart of every interaction we have with our consumers. There is so much we can learn from these connections -— if only we knew what!  With touch points multiplying exponentially each and every day, a huge volume of data can be captured and interrogated, to provide insights and learnings about your brand and your consumers.

Positively managed, data can be a powerful tool to pinpoint customers’ choices, opinions and preferences and, more importantly, make money. No more second guessing, because we no longer have second chances.

Mohammed Sirajuddeen, Chief Executive Officer, RAPP Asia

Ross Gearing, Managing Director, RAPP

 

12.10    Case study — best job in the world

The theme of this presentation is integrated marketing and the power of ideas. This case study of the internationally awarded ‘Best Job in the World’ campaign for Tourism Queensland documents a globally recognised and lauded example of maximising value from ‘ideas’ through an integrated approach.

The strategic thinking, creative platform and use of social media to drive awareness and promotion will be shared. The obscure stories, anecdotes and interesting learnings from this global case study will inspire and give you a greater insight into integrated marketing effectiveness.

 

Darren McColl, National Strategy & Planning Director, SapientNitro

 

12.40    Lunch & networking

 

13.25    Mix and match breakout sessions

Choose 1, 2, or 3.

            See 11.30am for session topics and speakers

 

14.05    Richard Pinder in conversation with Bob O’Leary

This discussion will explore Citi’s status as one of the world's leading financial institutions, and explore the importance of finding a contagious idea to change the conversation for Citi and restore the brand to iconic status.  Richard will be asking Bob to reveal the key strategies for growth that Citi is using and how it is applying this to both the internal and external audiences of the brand. Bob will also be asked what he has learned from a week judging at the AMEs and how he believes other brands are facing the post-crisis world.

 

Bob O’Leary, Managing Director, Global Advertising, Citi

Richard Pinder, Chief Operating Officer, Publicis

                                     

14.35    How to become richer when you have no money!

This presentation looks at how understanding and accepting your true position, as a smaller brand amongst competition, can be the first step in seeing new potential in the market and defining an alternative path and approach to success

 

Christophe Archimbault, GC Pringles and GC Fabric & Home Care – Marketing Director, P&G

Mimi Nicklin, Pringles United BAL Director, Asia Pacific, Grey Group Hong Kong

 

15.05    Refreshments & networking

 

15.20    Less creates more — why smaller budgets lead to better ideas

Adam Morgan has run The Challenger Project, a study of how challenger brands create more growth with less resource, for over 10 years. In his speech he argues that limited resource is not only no barrier to growth, but fundamental to creative breakthrough for any brand. Halve your budget, double your targets, and think like a challenger brand.

 

Adam Morgan, Founder, eatbigfish

 

16.00    New creative — driving effectiveness through Customer Utility™

What is effective creative? This is a crucial question today. We feel the nature of ‘effective creative’ has changed — it’s become more than just messaging — and it’s now a heady combination of message, experience, service and product as consumed by the target audience. It can now be effectively employed to accomplish so much more than mere messaging ever could. This presentation focuses on how to harness this approach to drive the development of a new and more effective type of creative. It’s grounded in a business philosophy we call ‘Customer Utility’ and it’s proving hugely successful with today’s consumers and business purchasers.

 

Reuben Hendell, Chief Executive Officer, MRM Worldwide

 

16.40    Close of AME festival

 

19.00    AME Awards gala presentation

The AME Awards is the region’s most prestigious effectiveness competition, focused on identifying the industry’s top creators and rewarding those that add value to consumers and businesses.  The 2010 winners — selected by leading marketers and agency heads — will be revealed at the gala awards dinner.

            Dress code: black tie

 

Programme may be subject to change.