Agenda | MMA Global

Check Out The New Agenda

Ho Chi Minh 10th June

8:00 AM – 9:00 AM

Opens for Registration

9:00 AM – 9:10 AM

Welcome Speech from MMA Global & MMA Vietnam's Chair

9:10 AM – 9:30 AM

Keynote Speech: The People & Talent Crisis

Soames Hines (CEO Ogilvy Vietnam) and Daan van Rossum (CEO Dreamplex Vietnam) discuss how to solve for the People & Talent challenges in Vietnam today based on the assertion that in the increasingly complex and competitive world of modern marketing, the only survivors will be those companies that win the battle for talent, capability, and cultural advantage.

CEO
Ogilvy Group Vietnam
Chief Executive Officer
Dreamplex

9:30 AM – 9:55 AM

Tap the Biggest Streaming Audience in Vietnam: How brands differentiate with YouTube Connected TV

The last year marks a massive paradigm shift on the TV screen, as more people than ever consume video on connected TVs (CTV). VN is the highest smart TV penetrated market in SEA according to GWI as of Q4 last year. We are seeing this play out on YouTube, with TV screens taking over as the fastest-growing viewing experience. According to Global Web Index, as of Q4 2021, YouTube is the most watched video streaming service on TV screens in Vietnam with 83% of the surveyed audience choosing YouTube. A lot of you agree that reaching the right audience on the right device is a priority, but few feel that they are achieving this goal.

Vietnam Country Lead
Youtube

9:55 AM – 10:30 AM

Panel 1: Customer Experience: Is CX Really The Core Marketing Strategy Of Modern Marketers?

Customer Experience: Or CX, is a powerful factor that can completely turn the tide of the Marketing battle. 
  
The quality of your products and services are no longer the only winning factor, especially when the market is filled with alternative choices and price diversities. To gain a competitive foundation, we can’t solely rely on customers’ needs but also their holistic experience. And this is also exactly what many other top brands are seriously looking into. 
 
CX and its benefits have yet to be utilized. This session is to explore beyond the boundaries and find out what CX is truly capable of in the state of modern marketing.

Head of Marketing
BAEMIN
CEO
CocCoc
Co-Founder & CEO
Haravan
Senior Brand Manager, Vietnam Haircare
P&G
Moderator
CEO
VIETGUYS - Mobile Marketing Solutions

10:30 AM – 11:00 AM

Coffee Networking - Free Business Networking

11:00 AM – 11:25 AM

Keynote: Create Engaging Brand Experience

The commitment of creating engaging brand experience is all about brand activities originated from a single, powerful Big Idea, brought to life to engage individuals and families when and where they are most receptive to brand contacts. Every contact attracts and rewards the target consumers while driving business results.

CEO
ARENA Management & Service

11:25 AM – 12:00 PM

Panel 2: Unveiling: Brand Safety Reimagined: A Toolkit For The Modern Marketer

Today's landscape has seen brands aggressively venturing into the digital space to market and sell their products via social and other platforms. Such a scenario makes it imperative for one to be extremely discerning, considering that appropriate positioning and reputation of the brand play a critical role today keeping in mind the awareness levels of the end consumer.

In this session, experts will talk about the importance of Brand Safety, the guardrails they follow and recommend to the industry at large, and the evolving digital environment which makes it even more imperative for one to harness the appropriate brand safety measures.

General Director
Kantar Media Vietnam
Growth Hub Head - Vietnam & Cambodia
Sanofi CHC
Chief Growth Officer
Cho Tot
Moderator
Head of Digital and Data
Mediacom

12:00 PM – 1:20 PM

Lunch & Networking

1:20 PM – 1:50 PM

Grow More with LESS _ Winning Tomorrow with Meta

Building long term brand equity is increasingly becoming a focus for businesses across industries to drive differentiation and consumer preference. 
Consumer behavior has evolved dramatically with a shift to digital consumption, the communication channels from product discovery to purchase are blurring and in this new world. And so, marketers are seeking evidence on how to balance between brand building and performance-based activities to best grow their brands.
 
Kantar and Meta proudly bring to you to latest learning from the most strategic research being done recently on Marketing effectiveness and the winning strategies for brand building on Meta platform.

Head of Agency, Global Business Group, Vietnam
Meta
Marketing Science Partner
Meta
General Manager
Kantar Worldpanel Division

1:50 PM – 2:20 PM

Panel 3: CEO-CMO Roundtables On Growth: How Do We Leverage Creativity In The Age Of Digital And AI?

Ask CEO- CMOs their #1 priority, and it more than likely comes down to one word: Growth. But how does marketing contribute to overall growth?Through the CEO-CMO Roundtable Series, MMA Global has brought together leading CEO-CMOs to discuss and debate five key areas which have a direct role in achieving true marketing growth. This session will focus on creative as a key driver to growth and debate how marketers should leverage creativity in the age of digital and AI.

CEO
Prôvence Consumer Products Corporation
CEO
Publicis Groupe
CEO
ARENA Management & Service
Moderator
Regional Head
MGID SEA

2:20 PM – 2:45 PM

The New Age Of Entertainment Has Begun On Tiktok

The new age of entertainment has arrived. Across content, culture and commerce, joy and positivity are key to delivering success for businesses big and small. At TikTok, everyone's in on the fun – especially brands! Learn how TikTok is evolving marketing in the region with the power of joy and entertainment. Capture the world's attention with fresh insights and new product features that span Shoppertainment, measurement and content creation.

Head of Client Solutions Team
TikTok

2:45 PM – 3:10 PM

The Route To Shoppers' Hearts: Winning Shoppers' Hearts In A Post Covid World

Covid-19 has fundemantly changed the way consumers do shopping and accelerated E-commerce in an unprecedented pace in the last 2 years. However, as the pandemic starts phasing out, many are wondering:
- Will E-commerce continue growing?
- Should brands put E-commerce as a strategic pillar moving forwards?
- Which Google solutions brands can adopt to unlock the E-commerce potential in Vietnam?

In this session, Google team will help you answer these questions. We will also introduce our strategic partner - Shopee to present great learnings and best-in-class case studies of the industry so far.

Analytical Consultant
Google
Senior Account Manager
Google
Strategic Marketing Solution Manager
Shopee Vietnam

3:10 PM – 3:30 PM

Coffee Networking

3:30 PM – 3:50 PM

Panel 4: A Fireside Chat - Building Winning Marketing Organisation

An agile tool to enable marketers to build winning marketing organisations in 2022.

It is inspired by the MMA Global Report. It finds that the differential in sales growth performance for firms with low and high marketing capability fit is 3X or three times. In fact, a 1% improvement in marketing capability fit for firms is associated with a 2.5% increase in sales growth based on a detailed study which was conducted to establish a structured methodology and framework thereby enabling organisations to match capability fit to drive growth and performance.

Director – Marketing, Vietnam
Mondelez Kinh Do
Strategic Marketing Director
PNJ
General Manager
Pizza Hut
Moderator
CEO
Ogilvy Group Vietnam

3:50 PM – 4:10 PM

Drive Business Growth Through Consumer Journey

In the post pandamic, constantly evolving, volatile, digitalized world today; consumer journey becomes more complex than ever.
This sharing is a reflection on some key questions:
- How brands have leveraged consumer journey to crack the brand growth?
- What are the remaining challenges? Including how to balance between long term brand building and short term effectiveness?
- What to look forward to in the future consumer journey?

Vietnam Marketing Head
The Coca-Cola Company

4:10 PM – 4:30 PM

Social Is Shopping, Shopping Is Social!

This session will deep dive into how Social Commerce play out with different Emerging Platforms (tiktok - metaverse).

Associate Director
Publicis Media

4:30 PM – 4:50 PM

Getting A Head Start In The Metaverse, Starting Today With Meta.

The metaverse is the next evolution of the internet and social connectivity. According to a recent study with the Analysis Group, the metaverse has the potential to add $3 trillion to the global economy by 2031 and $1 trillion in APAC itself. Meta's role in building the metaverse is to pioneer, partner and draw public interest.

Let's hear more with some case studies of early adopters in the metaverse, Meta's technological innovations in this field, and current technology which advertisers can utilise to bridge to the furfure and have a head start in the metaverse with Meta.

Partnership lead, CPG
Meta

4:50 PM – 5:10 PM

Closing & Free networking

Ha Noi 17th June

12:30 PM – 1:20 PM

Opens for Registration

1:20 PM – 1:30 PM

Welcome from MMA Global & Board Member

1:30 PM – 1:50 PM

Keynote Speech: Creativity - Building Brand Power the MAD Way

Improving Brand Power metrics is a critical KPI for many CMOs. Rather than view Brand Power in the rear-view mirror, brands need to get ahead of their competitors by proactively understanding HOW to shift the needle on the key drivers of Brand Power - Meaningfulness, Difference, and Salience. Soames will share a strategic and creative framework (MAD) to help CMOs manage Brand Power, with helpful tools and tips for continuous optimisation.

CEO
Ogilvy Group Vietnam

1:50 PM – 2:10 PM

Web3, Blockchain, Crypto ?

This session will deep dive into the impact of Web3, blockchain and cryptocurrencies on consumers, media and advertising and how marketers can leverage on their media strategy.

CEO
CocCoc

2:10 PM – 2:30 PM

The New Age Of Entertainment Has Begun On Tiktok

The new age of entertainment has arrived. Across content, culture and commerce, joy and positivity are key to delivering success for businesses big and small. At TikTok, everyone's in on the fun – especially brands! Learn how TikTok is evolving marketing in the region with the power of joy and entertainment. Capture the world's attention with fresh insights and new product features that span Shoppertainment, measurement and content creation.

Head of Channel Partnership
Tiktok

2:30 PM – 3:00 PM

Panel 1: Customer Experience: Is CX Really The Core Marketing Strategy Of Modern Marketers?

Customer Experience: Or CX, is a powerful factor that can completely turn the tide of the Marketing battle. 
  
The quality of your products and services are no longer the only winning factor, especially when the market is filled with alternative choices and price diversities. To gain a competitive foundation, we can’t solely rely on customers’ needs but also their holistic experience. And this is also exactly what many other top brands are seriously looking into. 
 
CX and its benefits have yet to be utilized. This session is to explore beyond the boundaries and find out what CX is truly capable of in the state of modern marketing.

Marketing & Customer Experience Director
OneHousing | One Mount Group
Vice Director/CIO
ACFC & VFBS
CMO
SUNHOUSE GROUP
Moderator
Founder & CEO
PrimeData.ai

3:00 PM – 3:20 PM

Coffee Networking

3:20 PM – 3:40 PM

KOC - The New Key For Businesses To Win Consumer's Heart On Social Media

The trend of purchasing through social media, which is associated to consumer behavior, has opened up opportunities for sellers and enterprises to strongly grow, and instantly convey communication messages to customers. Within the CEO & CMO Summit 2022, the speaker will share about KOC - "The most ultimate weapon" of businesses when entering Social Commerce market.

CEO - Admicro
Vice President - VCCorp

3:40 PM – 4:00 PM

Decoding: New Consumer Gen’s Changes That [Make] & [Break]

Let’s take on a journey inside the new consumer generation's mind, to catch a glimpse of their critical changes in values & behavior that enable the emergence of new platforms (MAKE) and the decline of the giant ones (BREAK). 
From that journey, what should be taken away for not just new businesses to find and gain their own winning grounds, but also for well-established firms to watch out and stay in the game of relevancy.

Marketing Advisor - Biti’s
Co-founder – C+P Consulting Asia

4:00 PM – 4:30 PM

Panel 2: Performance Marketing

Marketers are looking to up their advertising game and increase results should be interested in performance marketing and everything it has to offer. Unlike traditional marketing methods, performance marketing helps advertisers to better plan, pay just for results, track performance, respond to criticisms, and discover new placement alternatives. Given all of these advantages, is performance marketing becoming the new standard for advertising, specially in post-pandemic?

Group Brand Manager
Diana Unicharm
Regional Head
MGID SEA
Chief Communications Officer
VMG MEDIA GROUP
Moderator
General Manager
Innity

4:30 PM – 4:50 PM

Drive Business Growth Through Consumer Journey

In the post pandamic, constantly evolving, volatile, digitalized world today; consumer journey becomes more complex than ever.
This sharing is a reflection on some key questions:
- How brands have leveraged consumer journey to crack the brand growth?
- What are the remaining challenges? Including how to balance between long term brand building and short term effectiveness?
- What to look forward to in the future consumer journey?

Vietnam Marketing Head
The Coca-Cola Company

4:50 PM – 5:10 PM

Keynote Speech: 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.

CEO
ARENA Management & Service

5:10 PM – 5:40 PM

Panel 3: Fireside Chat: The Future of Commerce

As we head to 2023, we have witnessed some key changes on how consumers approach commerce. Today, they no longer ‘go shopping’ - they are ‘always shopping’. They actively seek inspiration for joy and commerce through content to help recuperate from these challenging times. The future of commerce is taking shape in the palm of our hands; and here in our session we will talk about some notable strategies to leverage the emerging opportunities, and how brands should be preparing to thrive in the new realities.

Marketing Director
Viettel Telecom
CEO - Admicro
Vice President - VCCorp
Marketing Communications Director
K+
Moderator
Chief Marketing Officer
Ecomobi

5:40 PM – 6:30 PM

Closing & Free networking

Closing & Free networking

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