MARKETING UNBOUND Move on up
May 20th 2016, Hong Kong Join the conversation @EconomistEvents #MarketingUnbound
marketing_asia.economist.com
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MARKETING UNBOUND
Forget what you know about marketing. Traditional marketers, whose jobs were to advertise and spread brand awareness, are a distant memory. Empowered by technology, their modern successors are expected to build deeper relationships with customers than ever before. These relationships give marketers a better understanding of exactly what consumers want and how to give it to them. As a result, marketers now have more influence in boardrooms—if they want it. Marketing Unbound is a new event that will bring together chief marketers and corporate leaders from the region to examine how marketing will evolve and discuss how Asia’s entrepreneurial marketers can shape the businesses of the future.
KEY TOPICS: • Marketing 2020: The future of the industry • Today’s marketers, tomorrow’s CEO? • Capitalising on consumer trends in China and India • The convergence of sales and marketing • New technologies that are reshaping marketing 1
PR O G R A M M E AG E N DA*
8.00 AM
REGISTRATION AND REFRESHMENTS
12.50 PM
NETWORKING LUNCH
9.00 AM
CONFERENCE VISION
2.00 PM
STRATEGY SESSION 1: BREAK AND REMAKE— BUILDING CONSUMER-FOCUSED ORGANISATIONS (CONCURRENT)
2.00 PM
STRATEGY SESSION 2: A MASTER OF ALL TRADES (CONCURRENT)
Andrew Palmer, business affairs editor, The Economist
9.20 AM
KEYNOTE PANEL: MARKETING 2020 Karim Temsamani, president, Asia-Pacific, Google David Roman, senior vice-president and chief marketing officer, Lenovo
10.00 AM
Jayant Murty, director, Strategy, Media and Integrated Marketing, Asia-Pacific, Intel
CAPITALISING ON CONSUMER TRENDS IN CHINA
Rahul Asthana, senior director, Asia-Pacific baby and child care sector marketing and innovation, Kimberly-Clark
Erica Poon Werkun, managing director and head of Asian consumer and internet research, UBS Zhao Yilu, Co-founder and partner, Zebra Global Capital
10.40 AM
UNBOUND: ALTERED REALITY
2.50 PM
NETWORKING BREAK
3.20 PM
DEATH OF A MARKETER? Cheryl Goh, group vice-president of marketing, GrabTaxi
Greg Borenstein, consulting futurist, Minority Report TV Show
Andreas Gregori, chief marketing officer, Indosat Ooredoo
11.00 AM
NETWORKING BREAK
11.30 AM
MYTHBUSTING: ASIA’S MILLENNIALS
4.00 PM
PASSION, PRIDE AND PROFIT
Asmita Dubey, chief marketing officer, China, L’Oréal
4.30 PM
THE ECONOMIST DEBATES: TODAY’S MARKETERS, TOMORROW’S CEO?
Ananth Narayanan, chief executive officer, Myntra
Ipsita Dasgupta, GE South Asia
Sunita Kaur, managing director, Asia, Spotify
12.10 AM
STRIKING A BALANCE
5.10 PM
WRAP-UP AND REVIEW
Pratik Thakar, vice-president, pacific group, creative and content excellence, Coca-Cola
5.15 PM
END OF CONFERENCE
Peggy Fang Roe, chief sales and marketing officer, Asia-Pacific, Marriott International Nicole McMillan, vice-president, marketing, Asia-Pacific, Wrigley 2
For the full programme and speaker line-up, visit marketing_asia.economist.com * All topics and speakers are subject to change.
HEAR FROM EXPERTS INCLUDING:
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IPSITA DASGUPTA Chief commercial officer GE South Asia
KARIM TEMSAMANI President, Asia-Pacific Google
CHERYL GOH Group vice-president of marketing GrabTaxi
ANDREAS GREGORI Chief marketing officer Indosat Ooredoo
JAYANT MURTY Director, strategy, media and integrated marketing, Asia-Pacific Intel
RAHUL ASTHANA Senior director Asia-Pacific baby and child care sector marketing and innovation Kimberly-Clark
DAVID ROMAN Senior vice-president and chief marketing officer Lenovo
ASMITA DUBEY Chief marketing officer, China L’Oréal
PEGGY FANG ROE Chief sales and marketing officer, Asia-Pacific Marriott International
GREG BORENSTEIN Consulting futurist Minority Report TV Show
ANANTH NARAYANAN Chief executive officer Myntra
ZHAO YILU Co-founder and partner Zebra Global Capital
SUNITA KAUR Managing director Asia Spotify
ERICA POON WERKUN Managing director and head of Asian consumer and internet research UBS
NICOLE MCMILLAN Vice-president, marketing Asia-Pacific Wrigley
WHY ATTEND? NETWORK with 150+ regional and global marketing chiefs and business leaders DISCOVER how marketers are shaping the future of Asian business LEARN about new solutions and strategies to make the most of regional consumer trends SEE how top marketers are using new technologies WHO ATTENDS? This event is designed for senior marketers and business leaders who want to improve and refine their organisation’s marketing strategies to create greater value, including: • Chief marketing officers • Marketing, media and communications professionals • Agencies • Technology vendors • Consultants
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8.00am
Registration and refreshments
9.00am
Conference vision Welcome and overview from the conference chairman
9.20am
Keynote panel: Marketing 2020 Whether due to youth or adaptability, today’s leading marketers all bring fresh thinking to the table. How are their new perspectives changing the meaning of marketing? Will marketers in Asia, who now have wider responsibilities within their firms and a mission to capitalise on the region’s growing middle class, face unique challenges? What new opportunities will chief marketing officers (CMOs) be able to seize in the future?
10.00am
Capitalising on consumer trends in China Despite China’s slowing economic growth, its long-term prospects are still bright. The middle class is growing, and urban private consumption should rise from $3.2 trillion today to $5.6 trillion in 2020. The country already has a larger e-commerce market than America and is the world leader in “social commerce”, where people interact with brands through social media. How can marketers capitalise on China’s changing consumer dynamics? In this session, economic experts will examine the consumer landscape in China amid a structural transition in the country’s economy, and the implications this has for marketers and brands.
10.40am
Unbound: Altered reality In the 2002 science-fiction film “Minority Report”, screens scan pedestrians’ eyes and display ads tailored to their preferences. Though the film is set in 2054, this arguably intrusive type of advertising is already almost a reality—online ads today can be customised and displayed based on users’ web browsing habits. In the 2015 television spin-off of “Minority Report”, the protagonist Dash wears camera-embedded contact lenses and sees ads that match his personality and emotional state. Will the fiction become a reality?
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11.00am
Networking break
11.30am
Mythbusting: Asia’s millennials Instagram user ‘thefatjewish’ has 6.2m followers and makes approximately US$6,000 per post from advertisers for mentioning their product. YouTube user ‘PewDiePie’, who broadcasts himself playing video games, reportedly earned over $4m from ads in 2014. In China, minor internet celebrities like Zhang Dayi have gone a step further by driving followers to online shops where they sell self-branded goods. Though there are relatively few of these entrepreneurial and wealthy internet celebrities, they are emblems of the marketing nous commonly attributed to the millennial generation. Defined loosely as those born between 1980 and the mid-1990s, millennials are technologically savvy, having grown up with digital devices and internet access. They also possess a keen understanding of marketing fundamentals, knowing when they are being marketed to and often expecting two-way communication with the brands they patronise. How can businesses best engage this switched-on, purpose-driven, entrepreneurial and influential group of consumers? How do brands engage people who, in many ways, are marketers themselves? And how are Asia’s millennials different from those in the West?
12.10pm
Striking a balance There is no such thing as Asia. Instead, there is a geographic region that consists of fragmented markets with different languages, cultures and consumption habits. This mix of countries, demands and traditions makes a one-size-fits-all approach ineffective. Being a successful marketing leader requires maintaining the integrity of your brand and organisation, often anchored to a particular country or culture, while translating it to the needs of individual markets. But restricted budgets can make this a significant challenge, forcing local customisation of products or messaging to defer to a global strategy devised at a faraway head office. In this interview, we ask a regional leader how to balance customer needs with corporate strategy and whether Asia’s CMOs have the power they need to create global identities that appeal to consumers worldwide.
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12.50pm
Networking lunch
2.00pm
Strategy session 1: Break and remake—Building consumer-focused organisations (concurrent) Marketing should not be an afterthought to product development: it can be far more than just sending messages through advertising channels to sell whatever a business happens to make. To achieve the best results, the marketer’s drive to identify and satisfy consumer needs has to be at the centre of every company department and activity. Yet, cultivating customercentric thinking across whole businesses is not easy. Organisational siloes, corporate bureaucracy and outdated performance indicators can all make it difficult to implement change. To improve company performance, organisations must often be broken down and remade so that “marketing thinking” can be pushed downward from the boardroom and spread through a whole business.
2.00pm
Starting from the top, how can business leaders influence key internal stakeholders and spur collaboration with fellow executives? Can marketers become the creative force that drives change across a business? How are Asia’s family businesses adapting their organisational structures and marketing strategies to meet consumer needs?
Strategy session 2: A master of all trades (concurrent) As marketing permeates organisations more thoroughly, marketers are increasingly required to juggle various jobs. Taking responsibility for the customer experience, modern marketers must be strategists, technologists, advertisers, public-relations gurus, customer-relations officers, number crunchers and business transformers—all in one. And they must handle these roles while inspiring teams and co-workers to keep the consumer at the heart of the business.
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Is it productive for a marketer to be a master of all trades? Should marketers have more clearly defined roles, or would this prevent them from promoting customer-centred thinking throughout their organisations? Are companies doing enough to empower their marketing people by giving them resources and freedom to experiment? How do organisations view marketing failures? Where will the next generation of senior marketing staff come from, and what skills will they need to succeed?
2.50pm
Networking break
3.20pm
Death of a marketer? Since the global financial crisis of 2008, marketers have been under more pressure to justify the size of their marketing budgets and show how their activities link to revenue. Technology means marketers can track campaign effectiveness more precisely than before. Yet, even proving that target customers are watching videos or visiting the company website is not the same as making a sale. And, ultimately, many business leaders still believe that if you are not making the company money, you are costing it money.
4.00pm
Can marketing survive in its current form, as a force for creativity and customer engagement? Are sales and marketing functions converging? If so, who will be in charge—sales managers or marketing managers? Do marketers with high career aspirations need to take responsibility for revenue, profitability and shareholder value to move up in the business?
Passion, pride and profit Sport is borderless. Millions in Asia stay awake late at night to watch European football matches, pay large television subscription fees for the right to watch the NFL’s Super Bowl, and flock to shops or e-commerce websites to buy team jerseys and merchandise. Fans in Asia, fuelled by passion, pride and a desire to belong, feel deeply connected to sport franchises or stars that are thousands of miles away and to which they rarely have any geographical or national ties. Advertisers are no strangers to these facts, and recognise that audience sizes and disposable income across Asia are growing, encouraging these businesses to think of new and deeper ways to leverage global sporting giants to engage foreign fans and their wallets. In this session, we hear from sports teams, organisations and companies about how Asian consumers are changing the nature of global sports, and identify what companies can learn from sports brands about leveraging passion to drive profits.
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4.30pm
The Economist debates: Today’s marketers, tomorrow’s CEO? Steve Jobs made Apple the most valuable company in the world by building products that served people’s needs and delivered outstanding experiences. For Mr Jobs, the customer came first and profits followed. But not all chief executives are created equal. A 2015 study by Robert Half, a recruitment firm, found that finance and accounting were the most common paths to CEO at FTSE 100 companies. In the aftermath of the 2008 crisis, companies have seemed to place the most trust in executives with experience managing cash flows and minimising risk. Who is most fit to lead the company of the future: customer-centric visionaries with backgrounds in marketing, who can lead and grow their businesses; or finance chiefs, who manage their companies’ financial health, investments and risk?
5.10pm
Wrap-up and review
5.15pm
End of conference
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marketing_asia.economist.com