Agenda 2020 | MMA



Wednesday, October 21, 2020

10:50 AM – 11:00 AM

Welcome Address

Welcome Remarks by MMA India's Country Head.

MMA India Board Member; Country Head - India
MMA India

11:00 AM – 11:20 AM

Brand As Performance

Greg Stuart on Solving the Toughest Challenges in Marketing Measurement

11:20 AM – 11:35 AM

Keynote Session - The Future of Creativity

The recipe has changed, technology powers creativity to make great ads.

MMA India Board Member; Senior Country Marketing Director
Google India and South East Asia

11:35 PM – 12:05 PM

Keynote Session - Non-Obvious Thinking and Trends To Watch for the Future

When every day brings constant disruption, it’s hard to know where to focus. We can’t go back to the way everything was, but we can look to the future with informed optimism. In this engaging panel discussion, bestselling author Rohit Bhargava is joined by Acacia Leroy and Nathania Christy, two Singapore-based trend curators from Trendwatching, to discuss trends for the future. You will get an inside look at some of the major trends that will shape the coming years, and learn how to take advantage of them for your business right now. 

Award-Winning Keynote Speaker, Author & Professor
Rohit Bhargava
Head of Academy at TrendWatching
Asian Consumer Trends & Innovations

12:05 PM – 12:35 PM

Keynote Session - Outcomes Based Marketing: Towards a New Science of Advertising Planning

Marketers typically create media plans that aim to maximize campaign reach. But is a plan that is designed to maximize sales and outcomes perhaps better for brands? What is the role of targeting in terms of ROAS and which approach better serves the brand both in the short term and the long term?

MMA and Neustar have worked together to study these questions. In this session, Vas will present never before released results from a comparative analysis of alternative media plans and explain why these findings are repeatable and provide a better growth framework for brands.

SVP – Head of Insights & Research

12:35 PM – 1:00 PM

Lunch Break

1:00 PM – 1:30 PM

Unlock the Missed Opportunity Around Gaming

Gaming is now the biggest mass marketing channel, similar to what social media marketing was 15 years ago. The stereotype of gamers is changing across all age groups and social demographics; It's more female, affluent and older than you think. PC to Console to Mobile and now eSports are all showing the value of engagement to advertisers especially during the recent COVID times. Join this discussion to understand how brands can communicate effectively within this massive gaming ecosystem.

Senior Vice President, APAC
Co-Founder & CEO
Head – Marketing, Digital and Corporate Communication
Tata Asset Management Limited
MMA India Board Member; Chairperson & Group CEO - Grey & Autumn Grey
Grey Group
In Partnership With:

1:30 PM – 2:00 PM

Keynote Session - Using Data to Win in a World without Cookies

Marketers must reinvent an online advertising industry built on third party cookies – virtually overnight. Marketing technology expert David Raab will clarify the challenges faced in replacing cookies, describe the actions needed to find effective replacements, and illustrate the key role that customer data will play in these solutions and broader business success.

Founder and CEO of the Customer Data Platform Institute
Customer Data Platform Institute

2:00 PM – 2:30 PM

Keynote Session - eCommerce 4.0: Live Streaming eCommerce

Bessie Lee will speak on one of the hottest trends in marketing in China - live streaming ecommerce, and how live streaming is creating new and innovative ways for brands and retailers to connect with consumers. With 5G developing, advanced technologies such as data analytics, VR and AR technologies have given livestreaming huge market potential.

Bessie will also touch on the challenges for brands looking to add live streaming to their retail strategy.

As CEO of WPP China, Bessie played a key role in the digital transformation of China’s largest advertising group, whilst making angel investments in the sector. Three years ago, she left WPP to launch China’s first Martech VC fund at Withinlink, which invests in AI-powered tech start-ups that represent the next wave of innovation in China.

Founder & CEO

2:30 PM – 3:30 PM

Masterclass: Build For Voice

Opening remarks by Shamsuddin Jasani, Group MD, Isobar South Asia, Isobar India 

Wally Brill and Arpita Kumar from Google's Assistant: What does your brand sound like? Research has shown that when hearing a voice, it takes less than a second to create a strong, positive or negative impression of the speaker. As more and more people integrate the Google Assistant into their lives to help them get things done, they quickly develop direct relationships with the personality of the Assistant and with the personalities of the brands they interact with. This creates a golden opportunity for brand extension and positive reinforcement of brand attributes that shouldn't be missed. Learn some of the art and science of creating compelling, branded, interactions for the Google Assistant both globally and locally from Wally Brill and Arpita Kumar from Google's Assistant team.

Head Of Conversational Design & Education
Creative Lead at Google Assistant's Personality
MMA India Board Member; Group MD, Isobar South Asia
Isobar India
In Partnership With:

Thursday, October 22, 2020

1:50 PM – 2:00 PM

Welcome Remarks

Welcome Remarks by MMA India Co-Chair

MMA India Co-Chair; Chief Executive Officer, South Asia

2:00 PM – 2:30 PM

Game Engines for the Next-Gen Agency

Game engine" software powers some of the most innovative experiences today: from Fortnite to The Mandalorian, architecture to automotive, and from concerts to TV commercials. As creators, these real-time tools can help us unlock our imagination and work flexibly across projects. This discussion will include showing how agencies can use game engines to thrive - both now and into the future.

Unreal Engine Licensing, Americas
Epic Games
Business Director- India/SEA
Epic Games
In Partnership With:

2:30 PM – 2:50 PM

Keynote Session - Global Advertising: The Outlook for Technology & New Media

Insightful session on Global Advertising: The Outlook for Technology & New Media


Global President, Business Intelligence

3:00 PM – 3:30 PM

Unveiling – State of the Industry Report 2020: MMA & WARC Initiative

Unveiling an exclusive survey report: ‘The State of the Industry 2020: Mobile Marketing in India’ in association with WARC. 

It will include insights on the impact of mobile in the industry, mobile marketing & its types & techniques, insights on mobile budgets & effectiveness in the industry.

The report showcases how mobile has been resilient despite budget constraints during the pandemic & mobile video being a significant marketing activity for most.

Managing Editor, Research & Rankings
Head of Marketing
GSK Consumer Healthcare
Head - Studio Next
Sony Pictures Entertainment
MMA India Board Member; Country Head - India
MMA India
In Partnership With:

3:30 PM – 3:45 PM

Art Meets Tech

CPG marketers know that producing assets, packaging and labels at scale is costly and inefficient, but incredibly important. Always working at the intersection of creativity and technology, MediaMonks is exploring the untapped potential in game engines like Unreal to facilitate better, faster product photography and videos for food, drinks and other consumer products at a fraction of the cost of traditional processes. MediaMonks India CCO John Paite will share practical applications for marketers who want to push the bounds of creativity and quality, and upskill a team to innovate in the space.


Chief Creative Officer ( Art&Tech ) India

3:45 PM – 4:00 PM

Keynote Session - Designing A Modern Marketing Organization

Learn how to Design A Modern Marketing Organization


The Coca Cola Company Chair, Professor of Marketing
The University of Georgia, The Terry College of Business

4:00 PM – 4:30 PM

Fireside Chat - The Future of Programmatic Advertising

2020 has witnessed a renewed digital wave which has led to an enhanced focus on programmatic advertising. Larger global trends will impact how programmatic provides must evolve for better transparency, efficiency and marketing outcomes for the advertising community. Be it the changes to Apple's IDFA and the deprecation of cookies, the growing popularity of header bidding across mediums, a burgeoning CTV/ Mobile OTT world or the efforts on supply chain optimization - how will these shape The Future of Programmatic Advertising?

Managing Director, Asia Pacific
Director, Marketing Technology and Data Science
P&G India
In Partnership With:

4:30 PM – 5:30 PM

Voice & Conversational AI Workshop

MMA India brings to you, a decision-maker focused talk and workshop to immerse you into the changes in computing and human behaviour caused by voice, and how you can foray your brand in a Voice First world.

Sreeraman Thiagarajan will be conducting a hands-on virtual workshop to help your brand’s presence in voice.

Learn about conversational design, Voice User Interface (VUI), persona creation, intent building, putting the AI to work, and more.


4:30 pm – 4.40 pm Context Setting For VUI

4:40 pm – 5.05 pm Understanding & Crafting Voice Persona Of Your Brand

5:05 pm –5.25 pm Design Sprint, (Virtual Hands-On Workshop)

5:25 pm – 5.30 pm Presentations by Team & Feedback

*Registrations by invite only. Request an invite here.

Agrahyah Technologies and
Account Director & Client Services
Agrahyah Technologies
In Partnership With:

5:30 PM – 6:00 PM

Unveiling MMA Annual Report - Modern Marketing Reckoner

Unveiling MMA Annual Ecosystem Report 2020, Modern Marketing Reckoner – inspired by ‘Nothing is Certain. Everything is Possible.’

An initiative by GroupM & MMA


Chief Marketing Officer
IBM India & South Asia
GroupM South Asia
MMA India Board Member; Managing Director, APAC
MMA India Co-Chair; Chief Executive Officer, South Asia
In Partnership With:
In Partnership With:

6:00 PM – 6:30 PM

Building Trust and Brand Safety

Protecting brand reputation is more challenging than ever given the volume of digital threats stemming from misinformation, inappropriate content adjacencies, and ad fraud. With Direct to Consumer approach becoming mainstream for brands, Customer Experience is paramount and is critical for brands to define Brand Safety and Ad Fraud mitigation strategy.

In support of these efforts, the MMA, together with brand leader has created, Brand Safety Guide in collaboration with mFilterIt.

Chief Digital & Media Officer
Partner, Media & Entertainment
Managing Director, India
CTO & Founder
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Moneka Khurana
Country Head - MMA India
M: +91 9820 122 916
E: [email protected]