Agenda | MMA Global


The Agenda will be continuously updated.

Friday, October 26, 2018

8:00 AM – 9:15 AM

Registration & Breakfast

9:15 AM – 9:30 AM

Welcome from MMA

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

9:30 AM – 9:50 AM

Mapping a Path to the Future/ Fighting for the Soul of Marketing

This session is all about what matters to the future of marketing. What we do today is not meeting the needs of the business or the expectations of CFO’s. Measurement of marketing has to change and marketer organisations are not organised for success. The MMA is out to change everything about marketing - it needs to change.  Hear what the MMA boards believe to be true about our future and what the MMA is doing about it.

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

9:50 AM – 10:10 AM

Keynote - Leadership Perspective: How to Manage Today's Complex Marketing Landscape

Marketing is evolving faster than ever. As a result, it has put tremendous pressure on marketers to rethink their organizational structure to best take advantage of mobile marketing. This session will have a leading brand marketer in discussion to explore how marketers should be dealing with today’s top concerns, including brand safety, ad fraud, attribution, GDPR and how to put mobile at the top of marketers agenda.

VP, Global Media, APAC & Africa

10:10 AM – 10:30 AM

Fireside Chat: Native audio content - Give your brand a voice in digital world

As consumers, we’re switching towards a hands-free digital world. Most mobile devices now being released to the market are equipped with the latest Artificial Intelligence (AI) technology, allowing us to use voice detection to consume digital content. In a very early stage of this transition, native audio content such as music, audio news have become the shining examples for how marketers catch the trend, interact with audiences, increase awareness and drive demand effectively. That brings to the whole market a frisson of excitement and trepidation at the same time. The fireside chat is going to address the current adoption and potential growth of voice - AI technology and native audio content, as well as how it’s going to affect marketing strategy, the problems and opportunities this presents for the future.

Founder & CEO
Pencil Group

10:30 AM – 10:40 AM

Presenting one of the best campaigns from the Smarties Vietnam Awards 2018

Biti's - Reinvent the Vietnamese Origin Legend - Sons of the Fairy and The Dragon

Kids' entertainment market has been dominated by international culture, the various tvshow, merchandise and content has been revolving around the western built characters. Biti's desire to increase the brand power and brand love amond the nation has brought about the story of reliving and reinventing the Origin Legend of Vietnam. Let's see how a legend can be revived and become the inspiration for Vietnamese kids nationwide.

Brand Communication Manager
Brand Manager Biti's Kid

10:40 AM – 11:00 AM


In Partnership With:

11:00 AM – 11:10 AM

Thank you moment to all speakers of the 1st half session

11:10 AM – 11:30 AM

Reaching Rural Mobile Consumers

Vietnam has experienced triple digital growth in smartphone penetration over the last 3-5 years. Previously the domain of urban Vietnam, smartphone-enabled technology has now become “the norm” in Rural Vietnam. Find out who these rural smartphone consumers are, what new behaviors has mobile technology spawned and how best to reach out and market to these previously difficult and costly to reach consumers.

Founder / Managing Director
Infocus Mekong Research

11:30 AM – 11:40 AM

Presenting one of the best campaigns from the Smarties Vietnam Awards 2018

Diana-When A Girl Says Yes

Isn't it tricky to understand the lady? Our lovely Vietnamese women always get fascinated but constantly changing their minds. It's always tough for a brands to get in their head and plant the seed of brand love and loyalty. Diana found the one hobby of most Vietnamese girls that JUST-DON'T-CHANGE. How Diana can win over the lady's heart? Here, the secret unveils.

Group Brand Manager
Diana Unicharm

11:40 AM – 12:00 PM

Panel 1: Mobile Gaming: Growing Consumer Demographic Insights and behaviour

MMA presents the first ever research on Mobile Gaming consumers, Insights into the future of in-game advertisements as the next biggest advertising medium on mobile. The Session will discuss key trends, behaviour and insights about mobile gamers and how brands leveraged mobile gaming to leverage best ROI while targeting and engage the gaming audience.

Co-Founder & CEO
Decision Lab
Vice President, APAC
Head of New Business and Marketing & Board Member of MMA Vietnam

12:00 PM – 12:10 PM

Lucky Draw

12:10 PM – 1:30 PM

Lunch Networking

In Partnership With:

1:30 PM – 1:40 PM

Thank you moment to all speakers of the 2nd half session

1:40 PM – 2:00 PM

How digital marketing can lead and enrich brand experience” Introduction

The term “brand experience” came with many other terms, but it’s all about chance for customers / consumer and brands to connect, understand and engage with each other. With the increasing number of people who are more interested in memory and experience, Brand experience would be the best way to build relationship. Digital and technology would enabler marketing to enrich brand experience to new level by bringing the designed, personalized and most engaged brand story to every individual hand”

Prôvence Consumer Products Corporation

2:00 PM – 2:20 PM

Mobile Masters - Building a Great Mobile Web Experience


Exclusive Insights on building great mobile assets optimised for the new consumer for their speed, user experience, design and performance. Accelerating mobile asset improvements and key learnings for marketers #shapingthefuture for the connected consumer.

Vietnam Country Marketing Manager

2:20 PM – 2:30 PM

Presenting one of the best campaigns from the Smarties Vietnam Awards 2018

Pepsi Salt, Bring Back The Taste Of Tet

Tet festival (Lunar New Year) is the most promising & challenging season for Pepsi Salt given the high consumption of soft drinks but the highly cluttered media environment. Additionally, Carbonated Soft Drink (CSD) category and Colas segment sales have been on the decline recently due to a lack of excitement and Relevance in the category. For Tet 2018, Pepsi Salt sets an ambitious goal of spiking both brand health and sales performance. Let's check out how Pepsi Salt makes a big hit to 2018 Tet.

Vice President Marketing
Suntory Pepsico Vietnam Beverage

2:30 PM – 3:00 PM

Panel 2: What it Takes to Win at Mobile

The success of an organization’s marketing strategy ultimately lies with the partnership between the agency and the brand . In the moderated discussion, attendees will hear from a as they discuss and share insights on where mobile lives in this partnership, how they foster expertise, integrate and embrace new and changing technology platforms, optimize their media spend and ultimately build deeper relationships with their connected consumers.

Head of Digital, Vietnam
Head of Channel Revenue Partnerships
Head of eBusiness & Marketing Integration
Marketing Communications Manager

3:00 PM – 3:20 PM

Networking Break

In Partnership With:

3:20 PM – 3:30 PM

Presenting the best campaigns from the Smarties Vietnam Awards 2018

The Mekong Connection, is the story of Sunlight’s turnaround in the price sensitive rural Mekong with a mobile centric strategy.

Can messaging be mapped with human emotions? Clear Men answers during FIFA World Cup with ‘Data Driven Emotion Mapping’.

With ‘Less Screen Time, More Play Time’, Omo urges parents to go offline with sequential messaging that changes as per user’s on-screen time.

Business Unit Director – Home & Hygiene
Unilever Vietnam

3:30 PM – 3:50 PM

Consumers of Tomorrow

Each generation comes with a unique set of behaviors and presents a unique set of opportunities for those looking to reach, engage and turn them to their loyal consumers. For the last decade or so, Millennials have been the generation for brands to engage because their spending power has gradually grown. However, now is the time for brands to shift their focus to the succeeding generation, Generation Z or Gen Z (12 to 21 years old) - The Consumers of Tomorrow.

Head of Consumer Insights

3:50 PM – 4:10 PM

The combination of Digital Event and Engagement Framework - The formula of success

In the context of increasing demand from clients with regard to effectiveness of marketing campaigns, traditional media methods no longer bring maximized value anymore. Hence, catching the latest trends of the market is a key for marketers to agilely meet clients’ need.

Engagement Campaign is regarded as the optimized solution on leveraging the existing marketing tools to bring on multi-channel platforms, using distinctive content strategy to escalate multiple customer touch points, accordingly, the effects of marketing campaign can be spread out most widely. At MMA 2018, we will share in details about this special formula.

CEO - Admicro; Vice President - VCCorp

4:10 PM – 4:30 PM

What’s changing consumer trends that shape the future?

In the fast changing world, tomorrow marketers must be agile and adaptive to understand emerging trends which shape the future of human being. Their role is not only to define unlocked needs & desires in order to bring new innovation and new business, but also to make brands more relevant and appealing to consumers meaningfully and powerfully. Ultimately, marketers must be always ready to serve consumers in novel, exciting and better ways.

Executive Vice President of Marketing
Suntory PepsiCo Vietnam

4:30 PM – 5:00 PM

Closing Remarks & Lucky Draw

Country Director Vietnam, Myanmar and Cambodia & Board Member Vietnam
MMA Global - APAC
Managing Director
Mobile Marketing Association Asia Pacific Limited

6:00 PM – 9:30 PM

Smarties Vietnam Awards Evening

To attend the gala awards evening, click here to register.

Gala Agenda

6:00 PM

Registration and Welcome

7:00 PM

Master of Ceremonies


Welcome Speech

Country Director Vietnam, Myanmar and Cambodia & Board Member Vietnam
MMA Global - APAC
CEO, MMA Global APAC | Global Head of SMARTIES WW and BOD Asia Pacific
MMA Global Asia Pacific

Jury Chairperson Remarks


The Smarties Presentation

 Awards Ceremony & Dinner
9:30 PMNetworking

Our Partners