Agenda | MMA Global


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Thursday, October 20, 2022

8:00 AM – 9:00 AM

Open for Registrations

9:25 AM – 9:35 AM

Welcome Speech

9:40 AM – 10:00 AM

Keynote Session

“Sustainable Marketing” – For Then, Now, And Future

A reflection on how businesses have risen and thrived through the test of times, especially during Covid 19. "Sustainable marketing" has always been and will always be the critical contributor to business success and society betterment. The discussion goes beyond traditional social, environmental acts, recognizing how marketing can create long term, impactful values.

General Manager Vietnam and Cambodia
Coca-Cola Vietnam

10:05 AM – 10:15 AM

Smarties Vietnam Shortlist Winner 2022

Ensure Gold 2022 Tet Campaign – A Social Movement To Awake Caregivers

TET 2022 with the 4th pandemic wave brought in a different reality and unprecedented impact – with the highest ever number of COVID cases and fatalities. This has reshaped consumer insights and behaviors – especially for Ensure Gold core target – caregivers. Leveraging the platform of “unforgettable promises” and through disruptive creative and media strategies, Ensure Gold has ingeniously created a powerful emotional urge and a massive social movement for all Vietnamese caregiver to act on those long-standing promises right this Tet to take care of their parents' health.

Associate Marketing Director
Abbott Vietnam

10:20 AM – 10:45 AM

Hybrid Event - a Trend of Branding Marketing

Hybrid Event - A familiar but also on-trend solution in the new normal context after the COVID-19 pandemic. In both present and future, Hybrid Event are creating unique experiences for the audiences, using technology elements to make content reach as many people as possible, breaking the limits on reach scale of a ordinary program.

CEO - Admicro; Vice President - VCCorp

10:50 AM – 11:15 AM

Create & Capture Shopper Demand with YouTube

Enrich your commerce strategy with a full funnel approach on YouTube and Google. Learn how brands can create and capture shopper demand in a value seeking environment.

YouTube Solutions Lead SEAS
Google Asia Pacific

11:20 AM – 11:30 AM

Smarties Vietnam Shortlist Winner 2022

Banh Mi - Job Mobility Centers

The "Banh Mi Job Mobility Centers" campaign accomplished more than just achieve the KPI, it also aimed to enhance society and revive Vietnam's economy in the midst of the Covid-19 outbreak. Following the lock-down period, thousands of people who lost their jobs can easily find new employment. This campaign also boosted the brand awareness of Viec Lam Tot - the pioneer job portal for blue-collar workers in Vietnam and marked the 1st successful phase of its 5-year strategy.

Brand Manager
Chợ Tốt

11:35 AM – 11:55 AM

How Web3 can revolutionize Marketing and Brand building

The world is witnessing the next generation of internet in the making: Web3. The ability to own digital assets on the internet, thanks to the immutability of blockchain technology, has fundamentally changed how consumers interact with brands and products in real life as well as on the metaverse. In this present, we are exploring the most recent trends that marketers and brand builders are experimenting with web3 technology in order to reach the next millions customers.


12:00 PM – 12:15 PM

Thriving in the new Martech Landscape

Market conditions and customer demands are changing more rapidly than ever. Marketing technology enables marketers to adapt, but even the finest technology is not enough. Change also requires adjustments how marketers manage that technology for the greatest success. This session will help attendees understand the best path forward to ensure that their marketing systems can support whatever happens next, whether or not they can predict it.

Founder and CEO
Customer Data Platform Institute

12:20 PM – 12:30 PM

Smarties Vietnam Shortlist Winner 2022

Heineken Silver’s The eKoin


Heineken introduced the “eKoin” - the first digital token from Heineken with a challenge to win over an audience of Vietnamese Gen Z. This was an integrated platform that wasn't just capable of better engaging the digitally native audience in the world of Heineken but would give them the means to turn their brand love into a path to purchase. Heineken's digital-first omnichannel campaign not only brought to life modern premium, smooth credentials but also enabled consumers to experience the world of Heineken.

Senior Brand Manager
Heineken Vietnam
Chief Creative Officer
Publicis Groupe Vietnam

12:30 PM – 1:30 PM

Lunch Break & Networking

1:30 PM – 1:50 PM

Keynote Session

The State of CDO

MMA Global
SVP – Head of Industry Research

1:55 PM – 2:15 PM

Keynote Session

Culture of Pioneering

“Shaping the future” starts with consumer centric strategies, however in today’s complex world it is a company culture which brings competitive advantage and allows marketers to bring contiguous creativity and groundbreaking innovations, shaping future and driving value of categories. During the session I will share practical tips how Heineken creates culture of innovating, creativity and freedom to fail. It starts and ends with our people being at the core of innovation ecosystem, while securing the environment (values, processes, capabilities, partners, measurements, etc) which support pioneering behaviors. No theory, pure practice!

Marketing Director
Heineken Vietnam

2:20 PM – 2:45 PM

Building Future Ready Brands with Meta

The path to building a brand has changed dramatically in the last several years. Brands can be built faster, cheaper and bigger than ever before. We also witness many well-established companies rapidly losing share to smaller, niche brands. There have never been more brands than there are today nowadays, and consumers have unlimited options.

Consumers increasingly demand brands to move beyond the brand’s promise. What they want now is for brands to demonstrate their intent to do good, to contribute to society and to connect with consumers on a personal level and make consumers part of the story.

Now more than ever, the consumer is the one holding the power above the head of the brand.

Join Meta and our partners to learn more about the latest creative shifts in telling brand stories and building meaningful connections with consumers today and in the near future, especially with the move to short form videos and reels and the rise of creator economy

Head of Agency, Global Business Group
Media Partnerships Lead
Head of Media Rights & Partnership Manager
Next Media Solutions
Deputy Managing Director
In Partnership With:

2:50 PM – 3:15 PM

Workplace Mental Heath: Proactive for Productive

Employees with high levels of mental well-being are more productive in workplace up to 12% as the latest research from the University of Warwick indicated. Happier workers appear to use time more effectively, especially by increasing their working pace without sacrificing quality. In the business and in the world of many changes during the past two years partially due to the pandemic, the employees’ levels of mental well-being becomes the main concern for several companies that want to maintain their competitiveness in the market. What we can do for our employees as the most valued asset on this mission, and not less importantly, what we can do for ourselves on the daily basis to maintain the mind as alert as a warrior and as calm as a monk to advance our enterprise? This mini-workshop attempts to address this challenging question.

Psychologist, Psychology expert & Advisor
Healthy Mind

3:20 PM – 3:45 PM

Fireside Chat - Leadership Driving Innovation

A year after COVID lockdowns ended, it's become apparent that many changes in consumer behavior first accelerated by the pandemic are here to stay: most notably, deliveries and epayments. In a fireside chat two industry leaders at the forefront of enabling this change, VNG and Grab, discuss our new hybrid world - and the opportunities for marketers to work within these superapp ecosystems to build brand and drive sales.

Regional Managing Director, GrabAds & Brand Insights
Founder, CEO
VNG Corporation
Publicis Groupe

3:50 PM – 3:55 PM

Lucky draw

4:00 PM – 4:25 PM

Panel Discussion

Gaming and Payment

Marketing Director
Regional Head
Senior Digital Marketing Manager
Suntory Pepsico Vietnam
Sales Director
Digital Turbine

4:30 PM – 4:40 PM

Smarties Vietnam Shortlist Winner 2022

Nescafé Tarot Ca Phe

Introducing "Coffee Tarot," the first-ever branded Tarot reading that allowed Nescafé’s target audience to learn about their life's purpose and potential opportunities based on their liking for coffee. More importantly, this campaign sought to re-engage the lapsers and draw in new Vietnamese coffee enthusiasts in order to completely reclaim its 2021 market share and uplift the dropping trends in the key equity attributes - “Innovative brand” & “Fit my lifestyle”.

Senior Brand Development Manager
Business Director
Publicis Groupe

4:45 PM – 5:05 PM

Keynote session

Modern Marketing in Vietnam: The State of the Industry

The MMA & WARC report summarises the Vietnamese findings of our latest APAC modern marketing survey, which focuses on the critical areas which need to be taken into account by advertisers, including the importance of social, the impact of commerce on the use of mobile, the challenges being faced and the future of mobile technology including Web 3.0.

Managing Director
WARC Asia Pacific

5:10 PM – 5:20 PM

What’s next after GenZ?

We have talked about GenZ for so long, now it’s time for us to prepare about future. Let’s talk about tween from 8-12 years old. They will be the future consumers. Do we really know: How can we approach them? How do they consume media? Which devices they endorse the most? GroupM and FCV have co-operated to conduct a survey among tween 8-12 years old in 2022, and we’d like to share some insights from that survey. Let’s find out “What’s next after GenZ?”

Knowledge Lead
GroupM Vietnam
Media Manager
Frieslandcampina Vietnam

5:25 PM

Lucky Draw and Closing

Our Partners