Agenda | Mobile Marketing Association

MMA Forum Singapore

June 9, 2017 | Singapore

Friday, June 9, 2017

8:00 AM – 9:10 AM

Registration & Breakfast

9:15 AM – 9:35 AM

Welcome from MMA

Mobile Marketing : The Third Wave

The changing landscape of the advertising world and the importance of the new tech innovation aiding the marketers and how they see the world changing.

Chairman & CEO – AMEA, Russia/CIS

9:35 AM – 9:55 AM

Hooked on Mobile

In a world where consumers are hooked on mobile and attention spans have decreased to less than that of a goldfish, brand marketers’ preconceptions of what marketing creativity is being challenged. Learn how Johnson & Johnson has risen to this challenge.

Head of Digital and Innovation, APAC
Johnson & Johnson

9:55 AM – 10:20 AM

How to Combat Ad-Blocking through Creativity

Graham will tackle the fast-growing challenge of ad-blocking from a creative standpoint. His thought-provoking presentation will cover ways we can address the issue. And possible solutions will be brought to life with cutting-edge case studies.

Originate Pte Ltd

10:20 AM – 10:40 AM

Doing Mobile Video Right

Across the world, there is an exponential increase in video viewing on connected devices such as smartphones, tablets, set top boxes and Smart TVs. However, it is mobile that is set to dominate users video viewing habits; the user experience is inconsistent and for buyers, there is a lack of adequate control and trusted measurement. Mobile video advertising needs to be fixed and, in this session, Jayesh explains how mobile video can be done right.

VP & GM, Asia Pacific, Middle East and Africa
In Partnership With:

10:40 AM – 11:00 AM

Networking Break

11:00 AM – 11:25 AM

Mobile’s Hierarchy of Needs

The concept of ‘mobile first’ is no longer exclusive to technology-focused businesses and consumers, but is the default position for a growing number of internet users, who now consider smartphones and tablets essential to their daily lives. This session will examine key mobile behaviours that have propelled it to a primary platform, using 9 global markets (USA, Canada, UK, Spain, Italy, Brazil, Mexico, China and Indonesia) to demonstrate pockets of intense usage within a mobile hierarchy of needs.

Senior Vice President, Asia Pacific
comScore, Inc.

11:25 AM – 11:45 AM

Smarter Marketing with Machine Learning

The power of Machine learning and artificial intelligence is revolutionizing digital marketing with far reaching impact for search, display and app ads. What's happening now is passe, in this session we will explore what's next.

Head of Marketing
Google India and Southeast Asia

11:45 AM – 12:05 PM

Using Technology and Storytelling to Build Media Brands

After having used the two machines of Culture Machine to build India's most watched digital network, here is how brands are now using it world-wide to build properties that tell stories, using technology, that people love.

Co-founder & CEO
Culture Machine Media Pvt. Ltd.

12:05 PM – 12:45 PM

Brand's New Day: Joining the Programmatic Revolution

Programmatic has proven its mettle as a performance engine but what about the other 80% of budget for many advertisers? In other words, what are the key drivers that will shift the needle on programmatic budgets – moving from performance to brand? Come find out from a marketer, an agency head, a DSP and a metrics guru on this panel and hopefully, get a bit closer to helping brand marketers join the revolution!

DSP Group Director, Southeast Asia
Adobe Advertising Cloud
Senior Vice President, Asia Pacific
comScore, Inc.
Chief Digital Officer
Mindshare Asia Pacific
Global Media Director
Vice President, APAC
In Partnership With:

12:45 PM – 1:45 PM

Networking Lunch

1:45 PM – 2:10 PM

Accelerating Digital Transformation Impact with Agile Marketing

Understand how organizations are assessing their digital maturity and marketing capabilities in their digital transformation journey. Learn about the importance of marketing operations technology management and new operating model, agile marketing to accelerate the impact of marketing in a digital world.

Vice President, Digital Business Building
McKinsey & Company

2:10 PM – 2:30 PM

Unifying chat, social, commerce and ads: Why mobile messaging apps represent the new face of social media

  • The mobile messaging app user – “always on”, loyal and members of their own ecosystems

  • A transformation in the way that consumers interact and what this means for brands and agencies

  • “Dark social”, conversational commerce and why the market isn’t actually dominated by the traditional social media players


Chief Executive Officer
In Partnership With:

2:30 PM – 2:50 PM

Being People Centric and #MobileBest

MobileBest is delivering the best experience to a customer for whichever avenue they’re accessing your company. It means creating a dominating strategy across web and app. It means becoming a master of the buying cycle. It’s not enough anymore to just build a great app, or even to focus your efforts on just an optimized mobile website. Hear from this group of mobile-first marketers and enterprise marketers on how they key in on their strengths to deliver the right message, to the right person, at the right time.

APAC Managing Director
In Partnership With:

2:50 PM – 3:10 PM

Mobile Innovation as The Catalyst for Change

How bringing innovation and a superior customer experience in the telco industry can lead to real market and consumer change. How customer analytics fuel the customer experience and enable innovation.

Brand & Marketing Lead
Circles.Life (Liberty Wireless Pte. Ltd.)

3:10 PM – 3:45 PM

Networking Break

3:50 PM – 4:10 PM

Marketing Attribution Think Tank

MMA gives you an update on where the industry stands regarding MATT (Marketing Attribution Think Tank) and how marketers can take advantage of MMA’s ever-expanding MATT resources.

The holy-grail of marketing measurement is Multi-Touch Attribution. Too bad it is so HARD!

Managing Director
Mobile Marketing Association Asia Pacific Limited

4:10 PM – 4:30 PM

Converting Consumer Loyalty, Coupon, and Offer Programs to Mobile

Apple Wallet and Android Pay are creating a revolution in delivery of offers and loyalty programs to consumers. Bill will discuss how the Vibes platform enables retailers, restaurants, banks, insurance, airlines, entertainment, and any consumer business to boost direct revenue by leveraging their presence on millions of consumer mobile wallets.

Senior Vice President, International

4:30 PM – 5:00 PM

Panel: Fuelling Your Supercharged Retargeting Campaigns with Better Data

The sophisticated mobile marketer is dependent on his dataset. In particular, when marketers run retargeting campaigns, the quality of the data they feed into the algorithm is heavily correlated with the results of the campaign. This determines which users should be targeted, the amount of budget that should be bid to acquire them, and the further understanding of the strategies that work for a particular app. This panel, discusses the role of data in running successful retargeting campaigns, and how marketers can get more bang for their money by improving their data.

Commercial Director, ASEAN and India
Head of Business Marketing, Asia Pacific
Originate Pte Ltd
VP, Brand & Exchange, APAC
Regional Analytics Director, APAC

5:00 PM – 5:10 PM

Closing Remarks

5:30 PM


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