Agenda

In this interactive Think Tanks session, MMA brings together forward-thinking marketers, data scientists, and brand leaders to challenge the traditional divide between brand building and performance marketing. Learn how leading brands are leveraging advanced analytics, persistent IDs, and massive-scale experiments to quantify brand impact across the funnel. This session explores new benchmarks in favorability-driven ROAS, identifies "movable middles" and "persuadables," and reveals how to orchestrate media strategy for both short-term lift and long-term conversion. Together, we’ll redefine what it means to treat Brand as Performance.

AI can generate content, but only humans create ideas that move people. This keynote celebrates the brave, culture-rich campaigns making Vietnamese marketing unforgettable. Expect examples of emotional storytelling, humor that lands, and creative work that drives real-world impact. It’s about standing out in a sea of sameness with ideas that actually connect.

Discover how TikTok's AI solutions is transforming the way brands grow. Learn how AI-powered solutions can help you connect with the right audience, optimize campaigns, and accelerate business growth in today’s fast-changing digital landscape.

In a market where consumers increasingly expect brands to stand for something bigger than profit, social impact marketing is becoming a powerful driver of both loyalty and growth. This panel will unpack how Vietnamese brands and global companies alike are using campaigns to champion environmental sustainability, education, diversity, and community empowerment. Panelists will explore the fine line between authentic purpose and token gestures, sharing what it takes to create initiatives that inspire action, earn trust, and deliver measurable impact in Vietnam.

This keynote explores the evolving mindset of Vietnamese consumers amidst global turbulence, including the return of Trump-era trade tensions. As consumer confidence steadies but spending grows more intentional, we’ll unpack the key behavioral shifts shaping the market. The session also highlights emerging sectors driving growth, the government's acceleration agenda, and what it all means for brands striving to stay relevant in Vietnam.

In a world obsessed with the next big thing—like generative AI, 3D product try-ons, metaverse activations, and hyper-personalized targeting— we show why real growth doesn’t come from chasing what’s new. It comes from hacking what’s already in your hands.

The breakthrough isn’t in adopting every trend. It’s in reimagining everyday tools to create more meaningful moments for your audience.

From location data that helps people feel found, to product pages that sell full experiences (not just items), we’ll share how you can turn basic tech into breakthrough ideas. This isn’t about having the flashiest tools. It’s about starting with your consumer’s journey—and flipping familiar tech into something surprisingly powerful.

As marketing continues its shift toward a privacy-first landscape, the role of first-party data has evolved from a tactical asset to a strategic cornerstone. This session explores how businesses can leverage Consumer Data Platform Technology to unify customer touchpoints, deliver more relevant experiences, and drive sustainable growth. In parallel, it will spotlight the Private Domain Traffic System – a strategic model built on three core dimensions: Traffic, Automation, and Scale – which offers a distinct pathway for brands to strengthen profitability and establish a differentiated edge in Vietnam’s digital economy.

Great creativity doesn’t happen by chance — it is born from powerful insights that truly connect with consumers. This session explores how brands can harness deep understanding of audience needs, behaviors, and cultural context to inspire bold ideas that stand out in a crowded market. It is a conversation on transforming data and observations into campaigns that not only capture attention but also drive lasting brand impact.