Agenda | MMA Global


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Grand Ballroom

8:30 AM – 8:55 AM

Open for Registrations

9:00 AM – 9:15 AM

Welcome Speech by MMA Co-chair and MMA BOD

Vice President Marketing – Beauty and Personal Care | Co-chair of MMA Vietnam
Country Director Vietnam, Myanmar and Cambodia & Board Member Vietnam
MMA Global - APAC

9:20 AM – 9:40 AM

Keynote speech

Building Brands and Creating Shared Value

Conventional wisdom is that the role of brand building is to help businesses maximize shareholder value. Nestle has never believed in this dogma and instead crafted the idea that ‘the role of brands and businesses is to create shared value’. How brands (and thereby businesses) can “Do well by Doing good” at the same time.

Chairman & CEO
Nestlé Vietnam Ltd

9:45 AM – 10:05 AM

Fireside Chat

Retail Media in Vietnam: Blending the Science of Performance and the Art of Brand Building

As retail media networks continue gaining global traction, what avenues await brands and marketers seeking to establish brand awareness and drive performance within Vietnam's vibrant landscape? Let's delve deep into the key ingredients that fueled the rise of retail media, the third and largest wave in digital advertising, and how CEOs and CMOs can best harness the power of this phenomenon.

Regional Managing Director, GrabAds & Brand Insights
CEO, MMA Global APAC | Global Head of SMARTIES WW and BOD Asia Pacific
MMA Global Asia Pacific

10:10 AM – 10:20 AM

Smarties X Global Awards - Winner Announcement

Creative| Customer (CX) / User Experience (UX) & Design - Personalization

10:25 AM – 10:45 AM

Keynote Speech

The metrics of success have changed – Did you notice?

Salient points:

  1. Attention deficit and content explosion makes salience irrelevant unless you are meaningful
  2. Choice profusion and easy access makes trials easy, unless  the experience was made it worth try again
  3. The journey is convoluted, you may mistake a flirt as a conversion.
  4. So it is no longer about awareness, trials and repeats as we knew it
  5. Marketing  is thus becoming less measurable (in its impact to the business), which is a big Red Flag.
  6. Success, especially sustainable success, will come only if we establish a strong enough “reason to exist” or “purpose to serve”
  7. Mathematically calculated as “mental availability” and intuitively understood as “brand purpose/proposition”
  8. So the new measures of success: Strength of our purpose, quality of our engagement and impact of experience all resulting in eventually profitable revenue growth.
  9. Personalization at scale is a core activation principle needed to bring this alive
Managing Director
Mondelez Kinh Do

10:50 AM – 11:00 AM

Smarties X Global Awards - Winner Announcement

E-commerce marketing | Integrated Ecommerce Innovation - O2O / New Retail / Innovative & New Tech Sales Channels

11:05 AM – 11:45 AM

Panel Discussion

Thought Leadership Session: How Intelligence & AI are Creating a New Era of Data-Powered Marketing

Exploring the intersection of intelligence, AI, and data-powered marketing and showcasing how these advancements are reshaping the marketing landscape, this thought leadership session provides an in-depth analysis of the new era of data-driven marketing strategies. Delving into the pivotal role of AI in processing vast amounts of data, uncovering valuable insights, and enabling personalized marketing campaigns, this session illuminates the transformative potential of leveraging intelligence technologies to drive strategic decision-making and maximize marketing impact in the digital era.

Managing Director
Mondelez Kinh Do
Chairman & CEO
Nestlé Vietnam Ltd
Regional Managing Director, GrabAds & Brand Insights
General Director
Microsoft Vietnam
Chairman and CEO
KPMG Vietnam and Cambodia

11:50 AM – 12:00 PM

Smarties X Global Awards - Winner Announcement

Impact Media | Social Media Marketing - Social Messaging / Chat Apps / Text Messaging

12:00 PM – 13:30 PM

Closing & Lunch Break

13:30 PM – 13:45 PM

Welcome Back to Main Stage

13:45 PM – 14:05 PM

Driving Change: How AI Empowers Purposeful Customer Service

Gathering to delve into the profound impact of purpose-driven values on leadership unveils an opportunity to present a pioneering technology solution embedded in this ethos. The rise of cutting-edge technologies such as Generative AI signals a significant transformation in how businesses engage with their customers, leading to deeper connections and more meaningful outcomes. Let's embark on exploring the transformative power of technology in empowering purpose-driven leadership in Customer Service.

Managing Director & Chief Strategy

14:10 PM – 14:20 PM

Smarties X Global Awards - Winner Announcement

Emerging Tech Marketing | Contextual Targeting - Digital Out-of-Home (DOOH) - Data Insights / Contextual Marketing

14:25 PM – 15:05 PM

CMO Panel Discussion

Creativity: Leadership in an era of unprecedented change

As we enter a period of unprecedented change in the world of sales and marketing, what does the future look like for today's marketing and agency leaders. How are they navigating that change with regard to building new creative capabilities. In a wide ranging discussion, industry leaders will share their thoughts on the future of sales, marketing, and creativity.

Executive Vice President of Marketing
Suntory PepsiCo Vietnam
Vice President Marketing – Beauty and Personal Care | Co-chair of MMA Vietnam
Senior Business Director
FrieslandCampina Vietnam
Marketing Director
Heineken Vietnam
Ogilvy Group Vietnam

15:10 PM – 15:20 PM

Smarties X Global Awards - Winner Announcement

Purpose Driven Marketing | Diversity & Inclusion - Social Impact Marketing - Sustainability

15:25 PM – 15:45 PM

What AI can and can’t do - and what that means for marketers

There’s no question that AI is transforming our industry as we speak. While AI is a powerful engine, it still needs you in the driver’s seat to make it work. With that in mind, the session aims to break down a few things AI can’t do without you and what it can do to multiply your marketing.

Industry Head of Google Vietnam

15:50 PM – 16:10 PM

The Future of Consumers and Commerce

Exploring the evolving dynamics of consumers and commerce by searching through the future trends and shifts that are reshaping the way people consider, consume, and connect. From the rise of content-driven platforms to Shoppertainment - content-driven commerce that educates and entertains first, this exploration provides insights into how businesses can drive revenue growth through seamless integration of media, content, and commerce on TikTok.

Head of Key Account Partnerships, Vietnam

16:15 PM – 16:35 PM

The AI Moment in Context & Creative Personalisation

Let's explore how AI is revolutionizing advertising growth by crafting highly interactive creatives that resonate with users without compromising their user privacy.

Country Head, Philippines, Malaysia and Vietnam

16:40 PM – 17:00 PM

Smarties X Global Awards - Winner Announcement

Emerging Tech Marketing & Impact Media

Performance Marketing - Experimental / Innovation Technology - Spatial / AR / VR / NFT / Metaverse Tech - Data Insights / Contextual Marketing - Programmatic

Gaming, Gamification & E-Sports - Cross Digital Media Marketing - Creator / Influencer / Celebrity Marketing - Omnichannel Marketing


17:05 PM – 17:45 PM

Panel Discussion

Striking the Right Chord: Modern Strategies for Music Marketing Success

Exploring cutting-edge approaches and tactics in music marketing that leverage the power of storytelling, digital platforms, and audience engagement to elevate brand visibility and connect with consumers through the universal language of music.

Marketing Director
Founder & Senior Advisor | Spotify Advertising Partner in Vietnam
Head of MMusic | Business Development Director & Strategic Initiatives of Metub
Chief Strategy Officer
Publicis Groupe Vietnam
Managing Partner

17:50 PM – 18:00 PM

Smarties X Global Awards - Winner Announcement

Marketing Impact | Real-Time Marketing - Customer Journey Marketing - Lead Generation / CRM

18:05 PM – 18:15 PM

Closing by MMA Global BOD

CEO, MMA Global APAC | Global Head of SMARTIES WW and BOD Asia Pacific
MMA Global Asia Pacific

Phu Quoc Room - Market Growth Innovation, start from 3:00PM

15:00 PM – 15:40 PM

Fireside Chat

Understanding the Journey of Successful Startups: Insights for Brands and Marketers

In Vietnam, thriving startups stand out by diving deep into the diverse needs and preferences of local consumers, tailoring their marketing and products accordingly. They connect with a wide customer base across the country, smoothly transitioning from acquiring new customers to fostering enduring relationships and maximizing customer lifetime value. With a strong focus on enhancing loyalty by offer values and cultivating sustained engagement, successful startups retain their customer base, ensuring lasting success in the dynamic market.

Director of VNGGames Publishing Platform
VNG Corporation
Group Founder & Chairman
NextTech Group
Country Director

15:45 PM – 16:25 M

Panel Discussion

Transforming Strategies with Data-Driven Insights: Enhancing Customer Relationships, Experience, and ROI

Leveraging data-driven insights to transform business strategies, resulting in enhanced customer relationships, improved experiences, and increased Return on Investment (ROI). By harnessing the power of data analytics to personalize interactions, optimize marketing efforts, and drive informed decision-making, companies can cultivate stronger connections with customers, deliver exceptional experiences, and achieve tangible business growth.

Co-founder and CEO
Yola Education
General Manager
ShopBack Vietnam

16:30 PM – 16:50 PM

AI – They Know My Favorite Cookie Is An OREO!

In this session, we shall explore the perceived existential threats AI brings to our industry. If we act now, we can harness the raw power of AI to drive competitive advantages with long term payoffs, and order OREO’s

Managing Director & Country Head

16:55 PM – 17:35 PM

Panel Discussion

Revolutionizing Retail: The Power of 360 E-commerce in Crafting Immersive Brand Experiences and Driving Sales including Livestreaming

Discussing insights and highlights the transformative impact of 360-degree e-commerce and livestreaming in revolutionizing the retail landscape by creating immersive brand experiences and boosting sales. By embracing innovative technologies that enable interactive product showcases, engaging storytelling, and real-time interactions, businesses can captivate consumers, drive conversions, and redefine the future of retail by bringing the in-store experience directly to online shoppers.

Vice Director of Industry & Commercial Board
T&T Group
Country Manager of Vietnam
AnyMind Group
PR and Social Director
Dentsu Creative

17:40 PM – 17:45 PM

Closing by MMA Global BOD

Country Director Vietnam, Myanmar and Cambodia & Board Member Vietnam
MMA Global - APAC
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