Agenda | MMA Global

Day 1

9:10 AM – 9:30 AM

Opening Remarks

9:30 AM – 9:50 AM


The new spin for Modern Marketing. Step up to level up.

The tradition marketing strategy starts with a consumers’ insight and ends with a consumer behavior changes. While the fundamental idea remains unwaveringly true, the road to consumers’ mind and heart has never gotten more diversified and sophisticated in this unprecedented time. Winning now requires a different route to awareness, different approach to consideration and especially different path to conversion, enabled not only by consumers insights but also by data, ideology. 

Remaining as a top-of-mind brand for our consumers now requires a new spin.
What will this entail? Let's deep-dive into the new Modern Marketing approach.

Unilever Vietnam

9:50 AM – 10:00 AM

Smarties Vietnam Shortlist Winner 2021 - Mấy bé lì - The journey to inspire GenZ

Maybelline New York, the No.1 makeup brand in mass market, faces the challenge of disconnection with gen Z due to the Western brand image & low brand meaningful index. “May Be Li" campaign was launched for the ultimate objective of building brand's relevancy as well as enhance brand meaningfulness to Vietnamese GenZ. Going through full-funnel from awareness to conversion through relevant touch-points and tapped into key passion points of Makeup, Music and Fashion, the campaign‘s peak point came from TikTok with engaging hashtag dance challenge and successfully leverage the #tiktokmademebuyit that generated significant impact on revenue.

Group Product Manager

10:00 AM – 10:30 AM

Panel 1: CEO Panel Discussion

Modern Marketing - From Cost Center to Value Generator

Do you personally, or your organisation overall, still believe that the marketing department and everything around it is purely a cost centre or something more? This session will focus on how to transform marketing departments from cost centres to value generators by implementing best practices of marketing strategies, tech adoptions, and internal communication to ensure that the end consumers feel the connect and maintain loyalty towards your organization as they build trust by experiencing the Value you bring to them into their daily lives.

Chief Executive Officer
FE Credit
MMA Board Member and Managing Director APAC

10:30 AM – 10:40 AM

Break 10 minutes

Break time: Virtual Networking + Booth Visiting + A Coffee Break

10:40 AM – 11:00 AM


Tech for Good: Leave no one behind

With COVID, digitalisation is no longer a luxury but a necessity. Given the outbreak’s severe impact, we may see a permanent shift in business attitudes and behaviors towards digitalising, which will have an outsized impact on Vietnam’s growing digital economy. 

Traditional and small businesses need to embrace technology to protect their bottom lines and digitalise or risk falling further behind. With Grab's "digitize the least digital" agenda & commitment, traditional and small businesses achieve higher productivity growth through digitalisation, which has traditionally been a barrier due to perceived costs, lack of digital literacy/skilled personnel, or the belief that existing operating models can sufficiently meet demand. Through our digitalisation initiatives, we enable these businesses to digitalise faster, thus helping them to grow revenue opportunities, stay competitive and enhance resilience in an increasingly digital-reliant world.

Head of Country Marketing
Grab Vietnam
Head of GrabAds
Grab Vietnam

11:00 AM – 11:20 AM

Report 2021: The ecosystem landscape of modern marketing 2021

As digital services become mainstream and consumer behaviors continue to evolve with this shift, brands must keep up to drive relevance and preference. To help brands navigate challenges of modern marketing challenges, such as Artificial Intelligence, Machine Learning, Measurement, and Programmatic, MMA, GroupM and Google present Ecosystem Report 2021: Modern Marketing, a report that brings together consumer behavior, digital strategies, and case studies to help brands advance their digital marketing maturity.   Learn more about how Vietnam brands should go beyond mobile with Connected TVs, beyond urban reach with rural targeting on digital, and beyond awareness with shopping solutions. 

Country Head of Marketing, Vietnam
Google Asia Pacific
Head of Knowledge
GroupM Vietnam

11:20 AM – 11:40 AM

TV’s Digital Future: The rise of Connected TV/OTT in Vietnam

We’re in the golden age of television, with an abundance of choice for viewers not only when it comes to what to watch, but how to watch it. Streaming viewership is on the rise in Southeast Asia, especially in Vietnam. Research from Kantar and The Trade Desk shows that viewers in Vietnam are streaming 1 billion hours of OTT content every month – meaning agile brands and marketers need to increase their investment in OTT advertising to reach audiences where they are. What is the state of Connected TV and OTT in Vietnam? Who comprises this audience and what viewing behaviors and consumption habits do you need to be aware of? This session will provide you with key findings from our OTT research for Vietnam to help you unlock this fast-growing channel.

Lead Director, Inventory Partnerships, SEA
The Trade Desk

11:40 AM – 11:50 PM

Close Morning Session

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

1:20 PM – 1:30 PM

Welcome Back

1:30 PM – 1:50 PM


How Mars unlocked the Power of Speed

Chief Digital Officer
Mars, Incorporated

1:50 PM – 2:00 PM


One of the best mobile marketing campaigns in 2021, which selected among hundreds of campaigns submitted to Smarties Vietnam Awards 2021. There's no doubt that coupons win the consumers' pockets. But if you are up against other market players who are equally willing to invest, you need to do something else. At BAEMIN, we translate this fierce competitive pressure into a passion to build a brand that serves the new generation of young Vietnamese who see food delivery as an inevitable part of their lifestyle. In this session, we will share with you some thoughts behind our marketing philosophy and campaign design.

Head of Marketing

2:00 PM – 2:30 PM

Panel 2

How Gaming Is Shaping The Future Of Modern Marketing

Gaming has transcended all cultural touchpoints including music, movies, sport, learning, and acts as a space for player to hang out and play together in the metaverse. It has become THE destination for online users, providing a new approach for marketers to engage with their consumers; a space where brands can launch new products, garner strong user attention (including strong time spent, huge reach), across many different age groups, genders and of varying degrees of affluence. This convergence of gaming and social engagement presents a new future for brands and consumers to engage in virtual environments, and one that marketers just cannot afford to ignore. Join this discussion to understand how brands can communicate effectively and drive outputs within this massive modern marketing channel.

Senior Vice President, APAC
Deputy Managing Director
Publicis Media
Media & Digital Hub Director
Unilever Vietnam
Managing Partner
Mindshare Vietnam

2:30 PM – 2:50 PM

Report 2021: The State of Modern Marketing : A Report By WARC & MMA Vietnam

The MMA & WARC report summarises the Vietnam findings of our latest APAC mobile marketing survey, which assesses how advertisers and agencies are using, and planning to use mobile as a part of their marketing strategy. It focuses on the the critical areas which need to be taken into account by advertisers, including the impact of ecommerce and social commerce on the use of mobile, the challenges being faced and the future of mobile technology.

Managing Editor, Research & Rankings

2:50 PM – 3:10 PM

One Year On - Stay resilient and make a big comeback

This session our speaker will dive deep into 2 main points:
- Consumers trends and behavior during Covid-19, and what does it mean for brands?
- How brand can stay resilient, and make a strong come back when we resume business as usual

Head of Key Account Partnerships, Vietnam

3:10 PM – 3:20 PM

Break 10 minutes

Break time: Virtual Networking + Booth Visiting + A Coffee Break

3:20 PM – 3:40 PM


Activating Data Driven Marketing in a Privacy-First World

Rising user expectations about privacy, technology changes, and new regulations are changing how marketers can reach and measure audiences. These changes will have a profound impact on marketing activities.
This session gives you an understanding of what marketers can do to prepare for a privacy-first world. Specifically, it presents how marketers can activate first-party data to deliver business objectives effectively by outlining key steps to prepare.

Country Director Vietnam/Laos/Cambodia

3:40 PM – 4:00 PM

The Contextual Influencer Marketing

In the early of internet, the first display ad that AT&T ran on HotWired hit 40% CTR. It was called targeting banner ads to true audiences. Recently, with the empowerment of Influencer Marketing, brands have been allowed to connect to True Audiences for Real Engagement as the influencers can help brands maximizing reach, utilizing their trust. Authority given by the audiences from the influencer’s expertise on a specific topic reinforces the credibility and convinces people to make purchasing decision. It’s now for all Marketers and Advertisers to better understand the Contextual Influencer Marketing that gives their consumers a better reason to “Connect” again.


4:00 PM – 4:20 PM

Fireside chat: State of Ad Fraud & How to Combat in Vietnam

In conversation with Dhiraj Gupta about Ad Fraud and its impact in Vietnam, the fireside chat will dive deep in how to combat this omnipresent enemy in the ever-changing complex digital medium?

CTO & Founder
Deputy Managing Director

4:20 PM – 4:40 PM


MAD Brands Build Brand Power

Building a brand that is more meaningful, different, and salient has increasingly become one of the most important goals for many businesses. But how do we shift the needle on these dimensions? A lot of clients and agency partners struggle with this critical aspect of modern marketing. This session will give you a look into how MAD, Ogilvy's proprietary strategic and creative approach, can help build brand power.

Ogilvy Group Vietnam

4:40 PM – 5:00 PM


Omni-Channel - The best way to keep strong engagement with your consumers

To make people buy our brands more with higher price, we have to engage them with personalized experience at scale. But what does it take to make it happened? This session will give you a perspective to the digitalized transformation that is critical for future-ready marketers.

Director of Communication & Marketing Services
Nestlé Vietnam

5:00 PM – 5:10 PM

Closing Afternoon Session

Day 2

9:10 AM – 9:30 AM

Opening Remarks

Opening Remarks

9:30 AM – 9:50 AM

MMA MOSTT Research Study: How Marketing Organizations Can Drive Growth

The MMA MOSTT initiative findings, recently published in the Harvard Business Review, show how modern marketing organizations create value. While there are many opportunities to create value, most organizations struggle to effectively realize their growth potential via planning and executing the required capability agenda. In this session, Neil Morgan, Professor of Marketing, Kelley School of Business, Indiana University will use benchmarking data to show how alignment between the chosen value configuration and capabilities required to enable this is a strong growth driver, and discuss key barriers and solutions to achieving this in practice.

PetSmart Distinguished Chair in Marketing
Kelley School of Business, Indiana University

9:50 AM – 10:00 AM

Smarties Vietnam Shortlist Winner 2021 - Real Ambassador X Virtual Experience – Bringing Reality into Game Marketing

One of the best mobile marketing campaigns in 2021, which selected among hundreds of campaigns submitted to Smarties Vietnam Awards 2021. Given the boom in Vietnam’s gaming industry, staying ahead of the competition is no walk in the park. Võ Lâm Truyền Kỳ 1 Mobile, the latest role playing game published by Vietnam’s first gaming startup-turned-tech unicorn VNG, has nonetheless emerged a success with its boundary-pushing approach to creative strategy and campaign execution. Tune in to find out how out-of-the-box thinking helped us break all previous records of the Vietnam game industry.

Marketing Manager - Game Studio 1

10:00 AM – 10:20 AM


Evolution of premium values from status & safety to experimental & conscious living.  

How to build power brands, which connect across the premium spectrum to maximize company value?
While Vietnam being one of the top global markets with forecasted strong premiumization trend in next years, it is crucial for each marketer to understand what will drive premium perception and make consumers pay more for their brands/services.
During the session we will discuss consumers perspective on what they need from a brand to find it worth paying more. In light of premium values evolution, the new ways of being meaningfully different will be presented based on practical examples from diverse brands and categories.

Marketing Director
Heineken Vietnam

10:20 AM – 10:30 AM

Break 10 minutes

Break time: Virtual Networking + Booth Visiting + A Coffee Break

10:30 AM – 10:50 AM


Metaverse is the Medium

Marketers who are waiting for the Metaverse to arrive are already late to the game. Early components of the virtual realm are here and thriving in the form of Web3 activations. Understanding Web3 and the future of a decentralized, user-curated internet has never been more important. Join Culture Group founder Michael Patent as he introduces the Metaverse marketing ecosystem, and everything marketers need to know the find the customer where they will be tomorrow, not where you found them yesterday.

Founder & President
Culture Group

10:50 AM – 11:10 AM

Report 2021: Beyond Metros, the leapfrogging to Mobile-first economy & New Growth Paths

Technology transformation has been enabled by Vietnamese’s highly adaptable digital consumers, who are becoming enthusiastic about these technologies. By the end of 2020, the number of internet users in areas outside metros hit 91% and for the first time ever surpassed TV in both penetration and time spend. 

What perhaps particularly interesting is the leapfrogging of consumers to mobile. Outside of metro cities, many Vietnamese’ first interaction with the internet is through the use of a mobile app. The app and, in turn, the phone have become gateways to the internet & the outside world for them, and the implications of this are astounding. 

The COVID-19 crisis further accelerated the strategy in using Digital to reach out to consumers, Digital presents disruption, changes and huge opportunities for those who want to forge new growth paths.

Are you ready for the changes and capture these opportunities?

Head of Agency, Global Business Group, Vietnam
Head of Knowledge
GroupM Vietnam

11:10 AM – 11:40 AM

Panel 3

CMO Panel: Shape The Future With The Evolving Consumer Behavior

The Covid-19 pandemic and subsequent lockdowns have drastically altered the daily lives of billions of people throughout the world. It has had a particularly strong influence on digital channels, with many people turning to the internet as a result of numerous stores closing and customers being forced to stay at home. What will be the long-term consequences? Will people return to traditional media, or has the crisis hastened the shift to digital? What does this signify for businesses and their strategy, particularly in terms of online experience?

Director of Communication & Marketing Services
Nestlé Vietnam
Marketing Director
Castrol Vietnam
Chief Marketing Officer
Marketing Director
Publicis Groupe

11:40 AM – 11:50 AM

Closing Morning Session

1:20 PM – 1:30 PM

Welcome Back

1:30 PM – 1:50 PM

Brand + Commerce: Maximise the Mix

The idea that "building brands" and "driving sales" are two distinct channels with an organization is being challenged in the new normal. With the acceleration of commerce since 2020, advertisers are starting to reconsider the roles of the two and seeking to understand the media mix that would help them deliver the best results for both.

Head of Solutions
Head of Digital Marketing & Media Service
Abbott Vietnam

1:50 PM – 2:00 PM

Smarties Vietnam Shortlist Winner 2021 - DIGITAL TRANSFORMATION WITH PAMPERS

One of the best mobile marketing campaigns in 2021, which selected among hundreds of campaigns submitted to Smarties Vietnam Awards 2021. For the first time ever, Pampers has turnaround with positive digit growth on topline after 7 consecutive years of decline, and dramatically improve on value-creation for P&G Vietnam

Brand Director - Babycare and eCom
Procter & Gamble Vietnam

2:00 PM – 2:30 PM

Panel 4

Panel: Emerging Technologies

In the last decade, digital marketing has been a huge success, with worldwide digital marketing expenditure expected to reach $308 billion by the end of 2021.

According to research, marketers barely employ 58 percent of their present technological capabilities, implying that the marketing industry has more to do with technology.

More businesses will aim to lift the bar and broaden the horizon from traditional digital marketing to how emerging innovation can be utilized to disrupt the marketing environment in this decade, which may potentially transform digital marketing. 

How corporates can utilize the emerging tech trends during their digitalization, the panelists cross APAC will dive deep into this matter. 

Regional Managing Director Of SEA
Senior Director Sales & Marketing (MAAS)
Head of Omnichannel Product
Hakuhodo Digital Vietnam

2:30 PM – 2:50 PM


Driving Connected Intelligence

A virtually connected world propelled by covid-19 has amplified digital disruption which is now no longer a novelty, but a necessity. With consumer attention and engagement being fragmented over multiple avenues of content consumption, the path to purchase has been altered forever. Newer walled garden economies coupled with pre-existing walls been raised higher has left brands in a disarray when it comes to understanding and engaging their audiences. In this session, dentsu international's APAC data & tech expert [Abhinay Bhasin] will walk you through new avenues of driving holistic audience understanding for brands and how it has had an impact on client engagements in the region.

Vice President - Data & Product Solutions (Asia Pacific), Data Sciences
Dentsu International

2:50 PM – 3:10 PM

Report 2021: The Current state of MarTech in Vietnam and What's Next

Stay up-to-date with this session on the existing MarTech landscape and technology, and prepare for future MarTech trends and upcoming technology/solutions for you to implement. Do not miss this session as your competitors are always one click away.

Vice President Marketing/Co-Chair MMA Vietnam
Homecare, Unilever

3:10 PM – 3:20 PM

Break 10 minutes

Break time: Virtual Networking + Booth Visiting + A Coffee Break

3:20 PM – 3:40 PM


Personal Data, Privacy & Smartphones: The Marketer/Consumer Disconnect

In June of 2020, Apple announced that with the introduction of iOS14, new privacy features would include consumer opt-in for permission to track. In partnership with AppsFlyer, the MMA conducted research with marketers and consumers about the implication of these changes. The insights generated include how marketers and app developers are thinking about, planning for and changing operationally for the new world of privacy and data limitations. Additionally, we analyzed how consumers are thinking about data privacy in light of the Apple iOS 14 update to a full opt in system for data usage, which other companies are likely to follow.

SVP – Head of Industry Research

3:40 PM – 4:00 PM

Product Marketing - Tough game to win users heart

"Good" product is not enough. It is a must-have condition to enter the market, especially when you have the same product as the world's giant. This session will provide the best practices on leveraging data to create the features that win the heart and minds of millions of users

Deputy Chief Executive Officer
Cốc Cốc Co.,ltd.

4:00 PM – 4:30 PM

Panel 5

Panel: A Glimpse of Vietnamese brands' adaption in the Covid-19.

In this session, various perspectives from different brands will be revealed in how they can survive and overcome all challenges in the Covid-19.

Founder & CEO
Prôvence Consumer Products Corporation
Head of Marketing & Communications

4:30 PM – 4:50 PM

The rise and rise of commerce advertising

COVID has accelerated adoption of digital commerce across geographies. With this shift in consumer behaviour, brands have an even pronounced need to have high relevancy in their communication with consumers. Commerce advertising thus is seeing a massive uptick. 

MMA India Board Member; Vice President of Monetization

4:50 PM – 5:10 PM

Closing & MMA Announcement

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