Conference Day Two

08.00 Registration

08:30 Chairman’s Recap

Lisa Watson
Chairman, Direct Marketing Association of Singapore and, Managing Director
Ibis Intelligence Services Pte Ltd

ADDITIVE 4: GET THEM HOOKED FOR GOOD! : DECODING YOUTH TRAITS TO GET THEM CONNECTED TO YOUR BRAND

08:45 MTV On How To Engage An Audience That Never Sits Still, Does Four Things At Once, And Has A Five Minute Attention Span

• Multi-tasking youth: what they do, when, where, and why
• How to reach them, get their attention, and interact with them?
• CASE: Developing new content models, and business models, to engage youths
• Top 10 digital trends to watch out for in 2009 and beyond

Ian Stewart
Senior Vice President
MTV Asia LDC

09:15 Leveraging On The Concept Of Individuality To Achieve Successful Collaborations With Consumers And Marketers To Connect With Today’s Youths

• Demystifying the concept of individuality and what this means for marketers and agencies looking to engage youth
• How Flesh Imp collaborated with major brands, companies and agencies such as adidas, Universal Music, Motorola, Zouk, Samsung, Coca Cola, Swarovski Crystals, Tiger Beer, Design Singapore, Bates as well as National Arts Council, to connect with the youths today?
• What will the future bring? What issues will marketers face over the next 3- 5 years to capture the largest market share for youth? Are we really listening to what they are saying and what they want?
• Exploring how brands can leverage on the theme of individuality to capture the attention of youth and differentiate your brand from others

Nicholas Cho
Strategic Director
Flesh Imp Clothing Co

09:45 Keeping It Real: The Impact Of Providing An Authentic Experience A Quiksilver Case Study

Giving youth the chance to touch and experience your brand is invaluable and while it’s not all about the web, new media platforms are creating opportunities to drive real returns from ‘offline’ initiatives. Brad will share just how Quiksilver spoke the youth language and really engage the youth to keep them hooked on the brand.

• Tips to keep the brand experience real for youths today so that they buy into your brand concept
• How to achieve maximum ROI by adopting “offline initiatives” and yet stay connected to an increasingly “hard-to-understand” youth audience?

Brad Cunningham
Head of Marketing
PT. Quiksilver Indonesia

10:15 The New Me-Llennium

• “Young people these days are self-centred”: Is this a good thing or a bad thing? What does it mean to marketers?
• It’s all about me, me, me!: Everyone wants to be different. Everyone wants to be treated differently. What are the challenges of trying to speak to everyone while making each one feel unique and special?
• The Different Types of “Me”: As much as everyone would like to believe they are unique, youth can be broken down into broader groups - How to identify the types you want to associate your brand with?
• How do you tailor your marketing tactics to effectively target each group?

Deborah Tan
Editor
Cleo

11.00 If Yoda Was So Smart, How Come He Couldn't Talk Proper?

• Debunking some of the myths, legends and "facts" about what's going on in the heads, hearts and lives of Asian Youth
• Why most traditional communication offends more than attracts?
• How culture is as influential in decisions as marketing? With exciting case studies from brands including Tango, Pot Noodle, Virgin and Triple

Robert Campbell
Founder of Cynic or “Bloke Who Thinks”

11:30 Keeping It Real: The Search For Authenticity - A Comparison Of Your Perceptions Of Youth Behaviour Against What Youths Are Thinking

In this session, Guy will examine the search for authenticity as a key trend amongst young people in Asia. Authentic brands are not just those with a strong heritage, or that have been around for a long time – although these brands can also be authentic. Authentic brands are those that seem to be real to their audience, particularly for youth. Increasingly, young people are rejecting brands and products that seem contrived, derivative or forced and do not engage with them and their lives.

• How authenticity can be expressed in many different ways in different categories
• How successful youth brands demonstrate their authenticity through constant engagement with their audiences
• Authenticity versus Heritage versus Longevity: What’s next?
• How youth spread the news about brands that have reached them and how you can leverage on this powerful trait to connect with youths and keep them coming back for more?
• Engagement and bridging identity gaps
• Emerging Digital Frontiers and Idea Diffusion
• What you think is cool may not be cool to them. Just what is and how do you integrate this in your brand?

These ideas will be illustrated with examples from well known and less well known brands, with particular emphasis on successful examples of engagement.

Guy Hearn
Director, Client Service & Insight
TNS

ADDITIVE 5: BE THE NEXT YOUTH ADDICTION: ADD THE LATEST ADDITIVES (E.G. FASHION, MUSIC, AND TECHNOLOGY) INTO YOUR MARKETING PLAN TO ENGAGE THE YOUTH SEGMENT YOU WANT!

12:45 Harnessing Mobile Marketing To Connect With Today's Youth: How Youth Brands In Japan Do It Right

• Utilising mobile marketing to effectively reach out to today's discerning youth segment and keep them excited about your brand amidst all the noise
• Strategies for delivering value through targeting and personalisation
• Drawing on the power of mobile communities and user-generated content to enhance the visibility of your brand

With case studies from youth brands such as Nike, Coca Coca and McDonald's.

Christopher Billich
Vice President, Overseas Business Development
Infinita Inc.

13:15 How Singapore Press Holdings Ltd (SPH) Successfully Targets And Reaches The Youth Segment

• From traditional media to interactive media for powerful youth research
• Product offering to reach the youth: from STOMP, OMY, Zapcode to Rednano
• What is next? Introducing the latest product – RazorTV (subject to the product availability then)

Raymond Teoh
Assistant Vice President, Interactive Business Unit
Singapore Press Holdings Ltd

13:45 Keeping Your Brand Alive With Music: Strategies To Make Your Brand Youth Relevant- A Nokia Case Study

• Understanding how to engage with youth through music
• Integrating the music theme to your overall marketing campaign for optimum bottom line

Paul Soon
Managing Director
XM Asia Pacific Pte Ltd

14:15 Think You Understand Social Networking? Think Again!: Insights From China And Beyond

• A snapshot of where Asia is and how we fare in social networking
• Tips & ideas on how to ensure your social networking campaign captures and reaches the youth segment you want
• Understanding the complexities of social networking in Asia
• Expanding the definition outside Myspace and Facebook with case studies and examples from the Asia & U.S
• Social Media Landscape: Overview of China’s unique social media landscape, including BBS, Blogs and social networking and how marketers can leverage on it to effectively connect with youth

With successful case studies of innovative brands like Pepsi and Nike

Sam Flemming
CEO
CIC

14:45 A Brand Born Out Of The Internet: Reaching & Appealing To Teens The “STIKFAS™” Way

• Extending your brand marketing in exciting and meaningful ways to reach out to today's youth
• Leveraging on the many facets of the internet to market your brand to the youth segment you want
• Overcoming the challenges that comes with connecting to youth via technology and tips to keep them fascinated about your brand

Ban Yinh Jheow
Chairman
Stikfas Pte Ltd

15:15 Is Gaming Really The Next Big Thing For Youths?: Building Brands Through Games

• How do we reach out to grab the attention of the youths, battling all the other digital devices and applications that hold the attention span of the youths?
• How do we interact and get a response from them? Games of course! But how?
• Leveraging on branded games with viral components that is both on demand, welcomed and deemed as being non-intrusive by youths to really connect with them
• Engaging youths on a psychological level: Understanding what makes them tick and what turns them away
• Harnessing the power of the community to get youths to respond quickly to your brand campaigns

Alvin Yap
Managing Director
Nexgen Studio Pte Ltd

16:00 Exclusive Session With 2 Case Studies In One!: The Apple & Republic Polytechnic Case Study

The 'i' in Apple

What is it about Apple that get the youth of today drooling at their products? What is Apple working on next to further entice the juices of the young? As an ex-Apple employee who was fortunate to be at Apple during the birth of the iPod, Graham will provide insights into the thinking behind the marketing of Apple:

• Apple's markets and how or why they've changed
• What is the Apple plan and how can you learn from it to reach out to today’s youth?
• Why do the young want to own Apple products?
• What next from Apple? What next for you?

Who am I?

With 3.5 years rubbing shoulders with the future professionals of the creative industry, Graham will provide a case study of the life and times of an art student. Graham will also cover the major aspects of academia and in relation towards the nurturing of creative professionals and what the youth of today have to look forward to:

• What do students do?
• What do they think about learning?
• Where's the difference?
• Do they ever learn?

With real feedback and insights from students from Republic Polytechnic!

Graham Perkins Managing Director
Elasticity (Former Assistant Director of Republic Polytechnic)

THE 2nd DOSE! TALK SHOW SEGMENT: GETTING INTO THE HEADS OF TODAY’S YOUTH

16:40

You’ve Heard From The Youth Experts, Now It’s Time To Hear From The Youth Directly. We Have Assembled A Panel Of Over 25 Young People Aged Between 15 And 30 From A Wide Range Of Backgrounds. They Are All Crazy About Music, Fashion, Sports And Technology And Are Ready For Your Questions. If You Have Ever Wanted To Know What It’s Like To Be Young Today, Here’s Your Chance. Let Them Tell You First Hand:

• Where we hang out, and why?
• How we decide which trends to follow, and which to avoid?
• Why we are so hooked on a brand today and suddenly get addicted to another tomorrow?
• What does technology mean to us, how we use it and what we use it for & more!

Moderator:

Graham Perkins
Managing Director
Elasticity (Former Assistant Director of Republic Polytechnic)

Panelists: Youths from the region who are crazy about music, fashion, technology, lifestyle trends & more!
Ask Away!

17:40 Closing Remarks By Chairman

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