Conference Day One
08.00 Registration
08:30 Chairman’s Opening Remarks
Ian Stewart
Senior Vice President
MTV Asia LDC
ADDITIVE 1: ARE YOU REALLY LISTENING TO WHAT THEY’RE SAYING & WHAT THEY WANT? TIPS TO LISTEN RIGHT, HOW TO TALK TO THEM THE WAY THEY LIKE & NOT PUT THEM OFF!
08:45 They’re Not Listening: Speaking To A Generation That Was Born Digital
Interested in gaining the born digital generation’s attention? Come discuss the blurring of lines in entertainment and marketing, and the hunger that these young people (and young at heart people) have to become invested in characters, experiences, stories, etc. well beyond traditional means. The social fabric of this new place called “the internet” is something massive companies are just beginning to discover. In the process, they are walking a thin line between making it better, and making it noisier - and are all beginning to create the same kinds of problems TV and traditional media are facing right now.
Josh Spear
Founding Partner
Undercurrent
09:15 Digging For Insights Into Asian Youth Trends: Exciting Updates Of What Makes Youth Click & How To Engage The Youth Like Never Before
To gain a long-term competitive advantage, brands must be able to deliver innovation in their products and fuel fresh, innovative ideas. However, ‘classic’ research methodologies alone are not enough to generate the input and inspiration for new ideas. This session offers a perspective on the meaning of trends and how brands can make use of them for insights and ideas. It also touches upon 2 examples of communications innovation: Sunsilk India’s Gang of Girls and Nike Beijing City Attack, and features highlights of Asian youth trends from the Asia Scout Network, MindShare’s ‘listening mechanism’ for urban Asian youth lifestyle. Overall, Achara will share with you:
- Revolutionary innovation & the need to diversify research models to ensure a future-proof competitive edge for a fickle youth audience
- The meaning of trends & why they matter-defining the trends for the branding world and using them to fuel ideas for youth engagement
- The Asia Scout Network: MindShare’s listening mechanism on urban youth lifestyle - keeping your eyes and ears to the ground to effectively reach out to the youth segment you want
- Highlights of mobile, wellness, fashion, and gaming trends in Asia and how you can leverage on all these platforms to really connect with today’s youth With exciting case studies such as Nike Beijing City Attack & Sunsilk India’s Gang of Girls
Achara Masoodi
The Scout, Asia Pacific Insights
MindShare
09:45 The Conversation Culture: What Marketers Need To Know To Really Connect To Today’s Youth - A Perspective From India
- The Conversation Media Landscape - What marketers need to do to effectively reach out to the youth segment they want?
- Power shift from Image to Conversation : Are marketers really listening to what youths want?
- Strategies to get youths today to respond to your brand initiatives
- What hats and shoes to wear?-The new thinking and roles marketers need to adopt to penetrate the youth market in India and the region
- Understanding how brands can reach the target youth segment via mobile in India for maximum bottom line
- Where do we go now? The future of youth marketing, with real life case studies from youth brands in India
Manish Sinha
Head of Strategy
Tribal DDB India
10:15 The NCADA Anti-Drugs Case Study: How To Effectively Engage Youth With A Message They Prefer Not To Hear
Synthetic drugs are the most commonly abused drugs in Singapore. Part of their appeal comes from the glamour of a thriving club scene. The aim of the campaign was to disrupt this aspirational lifestyle in a fresh and unexpected way. Indeed said in the wrong way there was a real risk of patronising the youth audience. It was not just a question of ‘what you say’, but ‘how you say it’, that would make the crucial difference.
- Tips on how to capture the imagination of youth and make your message more credible
- Getting to grips with the lifestyle and sub-culture of youth today
- Striking the right offline/online balance to deliver your message effectively
Edward Pank
Regional Business Director
Bates 141 Singapore
10:45 Coffee Break And Networking Session
ADDITIVE 2: THINK YOU UNDERSTAND THEM WELL ENOUGH TO GET THEM ADDICTED? UNCOVER THE MYSTERIES OF TODAY’S EVER-CHANGING YOUTH & REVISIT YOUR MARKETING STRATEGY TO GET THEM HOOKED
11:00 A Peep Inside The Heads Of Japanese Youth: The Variety Of Consistency And Understanding What Really Makes Them Tick
- Kodawari: a culture of devotion - How marketers can leverage on this trait to better reach out to youths in Japan
- Otaku style: Applying the element of consistency in your marketing strategy to ensure youths in Japan pay attention to your brand
- Ura-hara mapping: The hundred faces of youth style and how this can work for your marketing strategy
- Creativity: What is new about “self-expression” for the youth of Japan and how marketers can leverage on it for targeted youth reach
- Tips and secrets to adopt for marketers looking to penetrate the mysterious Japanese youth market
Drago Djourov
Project Director
Flamingo Tokyo
11:30 The KIT Story In Sri Lanka
- Creating a youth brand for mobile marketing
- The brand essence
- Youth passion in mobile brand
- Young at heart in a mature market
- Moving the obvious to meet the enemy
- Time to revisit your marketing strategy for youth
Nushad Perera
Chief Marketing Officer, Dialog Telekom PLC and Chief Executive Officer
Dialog Television
12:00 Building A Youth Snack Icon In China: Understanding How Lay’s Got Youth Engaged & In Love With The Brand
- How Lay’s connected with youths & ensured they keep coming back for more?
- Campaigns and strategies adopted to speak the youth language in China
Shireesh Mukund Joshi
VP Strategy
PepsiCo International
12:30 Networking Lunch
13:30 Winning The Hearts And Minds Of The Youth Segment In Indonesia: A PT Bakrie Telecom, Tbk Success Story
- Overview of the telecom landscape in Indonesia and what stakeholders in the value chain need to know to penetrate the Indonesian youth market
- Understanding the behavioural patterns of youth subscribers and users in Indonesia and understanding why they choose a particular operator over another: Highlights of user habits and features
- Examining what operator services youth go for and what influences the choices they make
- Strategies to effectively reach out to the youth segment in Indonesia and tips to overcome the challenges
- Tips to adopt product innovation and programs to attract the youth and have them choose your brand
- Strategies to build internal & external collaborations with 3rd parties such as handset vendors, multiple channel, content providers, etc to achieve the largest youth market share
Revie Sylviana
GM Wifone Wimode
PT Bakrie Telecom Tbk
ADDITIVE 3: IT’S TIME TO SPREAD YOUR WORD! STRATEGIES TO KEEP YOUR BRAND BUZZING & ENSURE YOUTHS KEEP TALKING ABOUT YOUR BRAND
14.00 How To Keep Them Talking About Your Brand: How Hip Brands Let The Youth Do The Talking For Them
- The power of word of mouth marketing and how to adopt it effectively to connect with today’s youth
- Successful case studies of top brands who have allowed youth to market their brand for them
With successful case studies from Citibank, Topshop and Samsung
Ian Mckee
CEO
Vocanic
14.30 Appealing To Youth In The Education Space: SMU’s Experience
Singapore Management University was launched in 2000 to provide a different kind of education and groom a different type of student. It has been successful in appealing to college-bound youth in Singapore and the region. This case study provides a perspective on how SMU has been able to do just that.
- Understand how SMU attracts and stays connected with college-age youth
- Lessons learnt and challenges ahead
Dr. Mark Chong
Practice Associate Professor
Singapore Management University
15:00 Creating Youth Power Brands - Successful Case Studies From Unilever
Covering Asia, America and Europe, Aseem will showcase how brands across the FMCG spectrum are targeting the elusive young consumer using sophisticated planning and targeting techniques. Key points he’ll focus on are:
- How to identify young consumers who are trialists and how you can leverage on this to ensure you target the youths you want for maximum business returns?
- How to design new products and modes of communication to address the youths today?
- Strategies to activate youths using local cultural insights to develop youth power brands
Aseem Puri
Marketing Manager, Global Fabric Cleaning
Unilever
15:30 Afternoon Tea Break
15:45 “Never Too Old To Be Young”: Youth Marketing For Brands Or Companies That Are Not Youth - Centric
- How truly different is youth marketing from mainstream marketing? When is it different and when can it be similar?
- How do you get youths to connect with your brand without alienating older segments?
- An alternate view on what resonates with today’s youth
Tyrone Almeida
Senior Manager, CMK, ASEAN/Australasia/India
Procter & Gamble International Operations Pte Ltd
THE 1st DOSE! (INTERACTIVE BREAKOUT SESSION)
16:15 Thrash Out With Youth Experts & “The Cool Hunters” On How To Stay In Tune With Today’s Youth & Understanding Which Channels To Adopt To Reach Out To Youths Today
- How advertising and media agencies are reaching out to the youth now?
- Strategies to use to ensure your brand stands out without being “in-your-face” for youths
- How agencies and media owners connect and entertain today’s eco-conscious and social conscious youth?
- Which channel to leverage on to reach out to the youths you want?
- How to adopt different channels and mediums together to reach out to the youth market
- Determine how and what to market to them
Moderator:
Lisa Watson
Chairman, Direct Marketing Association of Singapore, and Managing Director
Ibis Intelligence Services Pte Ltd
Panelists:
|
Ki-ern R Tan Acting Editor LIME Magazine |
Lee Huei Chern Marketing Director Sentosa Leisure Group |
Andrew Ing Chief Operating Officer St James Power Station |
|
Graham Perkins Managing Director Elasticity (Former Assistant Director of Republic Polytechnic ) |
Nicholas Cho Strategic Director Flesh Imp |
Gregory Ho Vice President, General Manager Animax Asia |