Agenda | MMA Global


Check out the lastest Agenda.

Morning Session: Navigating Impact

8:00 AM – 9:30 AM

Morning Networking & Check-in

9:30 AM – 9:40 AM

Opening Remarks

Country Director Vietnam, Myanmar and Cambodia & Board Member Vietnam
MMA Global - APAC
Vice President Marketing – Beauty and Personal Care | Co-chair of MMA Vietnam

9:45 AM – 10:05 AM

[Keynote] Navigating the Marketing Landscape and Charting a Way Forward

The initial step is recognizing that there's an issue. Marketing faces a significant challenge, as evidenced by its average Net Promoter Score being below zero. This is disheartening for passionate marketing enthusiasts like Greg Stuart. Annually, Greg interacts with 100 Chief Marketing Officers and has insights on where the industry falters and how it can improve. MMA Global is proactively tackling these issues with a robust strategy. Beyond mastering marketing's foundation, the future prominently features AI. MMA Global is also well-prepared with a blueprint for getting the basic's right, and AI integrated aggressively.

MMA Global

10:10 AM – 10:35 AM

[Keynote] AI, Creativity and Brand Love: Navigating Emotions in the Age of Machines

In today's fast-changing tech world, artificial intelligence is leading the way with new abilities. But there are big questions about whether AI can truly understand human feelings and experiences. Let's explore how AI and human emotions connect. Join us as we look at what AI can do and think about the special moments that only humans can understand.

Group President

10:40 AM – 11:05 AM

[Keynote] Multiply Marketing Impact with AI

Marketing is about connecting brands and products to people. But as the industry shifts toward AI, the "what" remains the same but the "how" is changing. We believe, with AI, marketers can finally get back to marketing. AI can play a role in multiplying your creativity and productivity to drive the results you need.

Industry Head, Brand Solutions, SouthEast Asia

11:10 AM – 11:40 AM

CEO Panel: Remaining Relevant in Transformative Artificial intellegince Times

To capture the AI opportunities, marketing leaders should prioritize data governance, invest in training and education, establish clear ethical guidelines, and ensure that AI aligns with their overall marketing strategy. Collaboration between marketing, data science, and legal teams is crucial to navigate the complexities and make the most of generative and predictive AI in marketing.

MMA Global
Founder, Executive Board Director, Forbes Vietnam
Chairman of SmartPay
Managing Director
Grab Vietnam
Ogilvy Group Vietnam

11:45 AM – 12:15 PM

CMO Panel: Building Brand Love in the Age of Modern Marketing

Harnessing AI's capabilities can lead to improved customer experiences, increased operational efficiency, and a competitive edge in today's data-driven business landscape.AI can help you better understand your customers or users, tailor your products or services to their needs, and make data-driven decisions

Deputy General Director – Marketing & Corporate Communication | Co-chair of MMA Vietnam
SABECO Vietnam
Marketing Director
Executive Vice President of Marketing
Suntory PepsiCo Vietnam
Publicis Groupe

12:20 PM – 12:40 PM

The Future Is Sound

‘The Future Is Sound’ presentation is informative, interactive and peppered. In today’s VUCA digital world, the blistering pace of change has created increasing challenges for marketers to create brand differentiation and to forge deeper connections with their consumers. Rapidly evolved into the designing of holistic sonic identities for brands, adding a powerful ‘emotive’ dimension to complement the more ‘cognitive’ impact of a visual identity.

Founder and Soundsmith

12:45 PM – 1:55 PM


2:20 PM – 4:15 PM


7:00 PM – 9:30 PM

Smarties Awards' Celebration Gala

Afternoon Session: Ballroom 1 - Smarties Spotlights & Innovation-Powered AI

2:20 PM – 2:35 PM

Smarties Case Study #1

BSG Lager Tet 2023 - 63 is 1

Campaigns utilizing digital as core strategy, that demonstrate strategic and tactical thinking in the use of multiple media touchpoints (TV, print, radio, outdoor, PR, direct marketing, etc) to deliver a compelling, business impact while delivering key messages. Media strategy highlighting how the channels came together to deliver outstanding results.

Deputy Managing Director
Head of Business Intelligence, cum Lead of Media & Digital, Social & PR

2:35 PM – 2:50 PM

Smarties Case Study #2

L'oreal Paris Hyaluronic Acid (HA) Revitalift Livestream Marathon

Campaigns showcasing best use of content through live streaming highlighting marketing & advertising strategies, creatives capturing consumers attention, interaction and engagement that encourage transactions. Please share quantifiable results demonstrating how the influencers or celebrities used in the campaign successfully drove brand experience/ purpose, traffic, resulting in business impact and ROI.

Head of brand- L'Oreal Paris
L'Oreal Group Vietnam
TikTok Vietnam
Key Account Partnerships, Vertical Lead

2:55 PM – 3:10 PM

Smarties Case Study #3

How Techcombank Gamified Transaction Experiences, Turning Their Bank App Into The First Banking Entertainment Loyalty Hub?

Techcombank | dentsu Redder (Vietnam)

A campaign/brand that provides a truly outstanding customer experience and/or user experience on a platform, or integrated platforms/omni-channel showcasing design practice focused on the emotional and behavioural response to a digital product or service with relevant, seamless, and consistent user experience at every point of interaction, with particular focus on the overall support, structure and usability achieving best B2C or B2B results.

Senior Marketing Director, Retail Banking Group

3:15 PM – 3:30 PM

Smarties Case Study #4

Samsung Galaxy Z Flip4 | Z Fold4 - Curate Your Flex ModE

Campaigns that perfect the consumer journey and create personalised marketing reflecting best use of data, analytics, AI and automation in creating personalised content at scale for brands and campaigns to effect more business outcomes and enhanced ROI.

MX Flagship Project Lead
Sr. Business Director
Publicis Group

3:35 PM – 4:10 PM

Fireside chat: Creativity in AI

Discover how AI's evolving creative capacities are reshaping industries, from content creation to design and beyond. Delve into the future of innovation as we explore the groundbreaking synergy between human creativity and machine intelligence. Join us to explore the forefront of AI-driven innovation and its transformative potential.

Deputy CEO
Kowil Fashion (Phu Thai Holding)
Executive BD Director cum Executive Strategic Planning Director
Managing Director
CBA Design Asia & Greater China

4:15 PM – 4:25 PM


Afternoon Session: Ballroom 2 - Commerce & AI Transformation Nexus

2:00 PM – 2:25 PM

The Value of Ad Personalization with AI​

Explore and be inspired to drive transformative growth, from media optimization and high-value audience targeting to solving complex business problems. Learn what it takes to build and maintain successful AI experiments.

MMA Global

2:30 PM – 2:55 PM

Storytelling in the next Creative Renaissance

  • With the advent of the age of content and the proliferation of technology, creativity will never look the same again.
  • The power of 3R framework as the easiest, most comprehensive and holistic approach to creating for TikTok.
  • The launch of TikTok For Good to drive award-winning campaigns for good in SEA.
Creative Strategist
TikTok Vietnam

3:00 PM – 3:35 PM

Fireside Chat: Unlocking the Potential: Generative AI Use Cases for Marketing Within the Next 12 Months

Should I be a first mover or fast follower? What are the use cases that marketers prioritize? How will gen AI impact marketing processes and drive impact in the next 12 months? The first ever benchmarking study about the state of Generative AI will share insights about these questions and explore how marketers perceive the current capabilities of the disruptive new technology, their rate of adoption and investment as well as the key use cases and roadmap for the next months.

Marketing Head
The Coca-Cola Company
AVP Communications & Marketing Services
Nestlé Vietnam Ltd
YMT-Ads &

3:40 PM – 4:15 PM

Fireside Chat: Unlocking the Next Generation of Commerce

This session explores the concept of next-generation commerce, where businesses seamlessly integrate online and offline channels to create holistic and unified shopping experiences. Insights of digital transformation, omnichannel experiences, customer-centric strategies, enablement platforms and technologies, and future trends in the interconnected world of unified commerce.

General Manager - FMCG Division and Group Marketing Director
Pizza 4P's
Marketing Director
Country Manager, Vietnam
Regional Head

4:20 PM – 4:30 PM


Afternoon Session: Phu Quoc Room - Marketing Mastermind & Branding Symposium

2:20 PM – 2:55 PM

Fireside chat: Next Generation Marketing: Harnessing The Potential of Fintech Platform for Business Growth

In this discussion, experts and industry leaders are likely to delve into how fintech innovations are revolutionizing traditional marketing strategies and creating new opportunities for businesses to expand and thrive. This panel may touch upon topics such as data analytics, personalized marketing, digital payment solutions, and the use of emerging fintech tools to reach and engage with customers more effectively. The emphasis will be on harnessing the power of fintech to drive business growth, improve customer experiences, and adapt to the ever-changing landscape of the digital economy.

Head of Brand & Marketing
Senior Strategic Advisor
CEO, Co-Founder
Vietcetera Media

3:00 PM – 3:35 PM

Panel Discussion: Sounds Good

An enlightening panel discussion about how Audio advertising can help brands drive Effectiveness. Distinguished Industry leaders and experts will dissect the evolving landscape of audio advertising and share their experiences and insights into crafting unique sound identities for brands, employing effective voiceovers, and harnessing the psychological impact of sound. By delving into real-world case studies and showcasing the measurement of audio campaign success, this discussion will equip attendees with actionable strategies. Furthermore, the panel will explore emerging trends and the transformative power of audio in marketing, shedding light on the path forward in this dynamic and influential facet of branding.

Decision Lab
CEO & Co-founder
Lava Digital Group
Managing Director

3:40 PM – 4:00 PM

The Importance of Creative to Digital Ad Effectiveness.

Not only can AI be used to write scripts and produce digital advertising copy, it can also be used to predict their in-market performance. In this sessions Kantar will explain how you can now test digital copy to improve its chances of success. AI testing can be done at low cost and results available within 15 minutes.

Chief Client Officer
Kantar Insights Vietnam

4:05 PM – 4:25 PM

CMO Lessons In Delivering Impact with AI

Generative AI is forecasted to boost performance and unlock trillions of dollars across functions in businesses world-wide, so it is no surprise that Generative AI is a C suite topic. In this session we will explore how CMO’s are experimenting with Generative AI by reimaging key marketing processes and discuss the lessons that that have been learned thus far, as organisation start to rewire their businesses with Generative AI.

Partner, Venture Builder | McKinsey Digital and Analytics
McKinsey & Company

4:30 PM – 4:40 PM


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