Agenda | Mobile Marketing Association

Friday, October 25, 2019

8:00 AM – 9:00 AM

Open for registrations

9:00 AM – 9:10 AM

Welcome speech by MMA Board

9:10 AM – 9:30 AM

From a blink to a heartbeat - Do You Have a "First Second Strategy"?

How much time does an ad need to stay on a mobile screen in order to be seen? Do consumers process information differently in mobile compared to desktop? Can marketers boost attention and cognition of their advertising by increasing exposure time? The answers to these questions may surprise you. In this session Rohit Dadwal will present new findings from a groundbreaking neuroscience and eye-tracking study that was conducted to address these questions and will discuss its implications in terms of creative and media planning.

Managing Director, APAC
Mobile Marketing Association

9:30 AM – 9:50 AM

Walking In The Best Lit Neighbourhoods Is The Best Way Of Keeping Safe

Advertisers are forecasted to lose $ 42 billion of advertising spend globally in 2019 to issues focusing on ad fraud. In Asia Pacific alone, US$ 17 million is being lost to ad fraud on a daily basis. Vietnam is facing the risk of ad fraud at 21% app installed ad fraud rates. Indonesia is found to be a target of fraudsters due to its significant scale and pay-out volumes

Chairman Emeritus
Mobile Marketing Association

9:50 AM – 10:10 AM

One of the best mobile marketing campaigns at the Smarties Vietnam 2019

Bond Club - Colorbond's Data Driven B2B CRM

Bond Club - Colorbond's Data Driven B2B CRM

BlueScope x BlueSeed x PDA
We've reinvented our B2B digital approach as revolution in customer communication, in which we define our core TA thru Bond Club platforms.
With attractive key hooks, we expose them to the benefits and collect all insights to a smart database.
The 2-ways engagement drives qualified sales leads with considerably increased conversion rates.  

Head of Digital and Marcom
NS BlueScope Vietnam

10:10 AM – 10:40 AM

Panel 1

Data Driven Marketing - CEOs' Perspectives

Data-driven marketing is not just about either data or marketing . It is a marriage of both the left and the right brain. Marketing transformation using data will #shapethefuture in driving growth & consumer engagement.

General Manager
Abbott in Vietnam
In Partnership With:

10:40 AM – 11:00 AM


11:00 AM – 11:40 AM

Panel 2: Ad Quality in a Digital Age

Nearly 60% of marketers think Ad Quality - including Brand Safety, IVT and Viewability - poses a serious problem in our industry. This session will address several pointers such as:
* Driving Accountability in Ad Quality
* How Ad Quality is about more than just Brand Safety, IVT and Viewability - SPO, creative formats, and clean data also play a crucial role
* Which CXO in the organization is responsible for Ad Quality?
* Is there a need to have a policy covering Ad Quality in an organization?
Experts on this panel help us strengthen our understanding of Ad Quality best practices & tackle issues of accountability.

Head of eBusiness & Marketing Integration
Digital Director
Head of Agency Business
Cốc Cốc
Product Strategy Director
Integral Ad Science
VP, Brand & Exchange, APAC

11:40 AM – 12:00 PM

Performance by Havas

The Future of Entertainment 

The digital era has revolutionized the field of entertainment. In addition to technological advances such as CGI and augmented reality, we have been seeing fundamental changes in how people consume and consider entertainment. Rather than relegate it to the fringes of our lives, entertainment is now something we carry along with us and access virtually all day, every day, whether streaming music or podcasts, scrolling through videos or Instagram posts on our phones, or immersing ourselves for hours on end in massively multiplayer online games. Entertainment now sits at the center of our existence. In early 2019, Havas Group explored the fundamental shifts that are transforming how people think about and experience entertainment. The study draws on the attitudes and behaviors of different groups of audience in 37 countries, with a focus on Prosumers, the leading-edge influencers and market drivers whom Havas has been tracking for more than 15 years. Among the insights revealed by the global study: 
• Entertainment is now as critical as health
• The real value of entertainment lies in its ability to enrich and transform

Managing Partner
Havas Vietnam

12:00 PM – 13:10 PM

Lunch & Networking

13:10 PM – 13:30 PM


Regional Head, Strategy & Partnerships

13:30 PM – 13:50 PM

Inventing the Future

Future lifestyle living is in our hands. How to invent the future.

Global Interactive Director
Business Development Director
Digital Director
Hakuhodo Group Vietnam

13:50 PM – 14:10 PM

The Audio Surround Sound

Audio bends around our lives, but that doesn’t mean it’s background noise. Those screen-free moments are frequently the most meaningful in our day. With music streaming and playlists in particular, we can match our every mood, mindset, and activity — our context — with exactly the right score. All of this is great news for advertisers looking to reach highly engaged audiences in an impactful way — audio’s ubiquity allows you to fill otherwise unreachable gaps in the consumer’s journey, while streaming’s emotional quotient means we’re receiving new signals about individuals’ real-life context. Plus, a fun side effect: if we’re listening on-the-go, we’re likely not stopping to mute a 15-second ad, and we’re certainly not walking away from the TV to cram in a chore during a commercial break.

Head of Strategic Planning

14:10 PM – 14:30 PM

One of the best mobile marketing campaigns at the Smarties Vietnam 2019

A Pioneering Way To Connect With Premium Audiences In Vietnam

Philips premium products are priced above the average and not everyone can afford them. So how do you find the right audience (premium millennials who residing in upscale apartments) that were most likely to consider a Philips product? How do you target only those exact users for whom our products were going to be most relevant?

Country Digital Manager & Category Marketing Lead
Philips Personal Health

14:30 PM – 14:50 PM

Ecommerce Insights from SEA

A holistic of how ecommerce happening in SEA and what for Vietnam next year. In combination of MMA Education Commitee Launching.

Personalization & the Future of Messenger marketing: The bots evilve

Chatbots distracted: In recent years, messenger marketing has largely been about gimmicky chatbots

Messenger is about personalication comms: There's a bigger opportunity for messenger to personalize CRM-type communications

Our approach to personalization: Personalization is about relevance; Ogilvy's three levels of personalization

Its Limits: Personalization doesnt always make sense - Sometimes its better to reach eveybody with the same message

Look to China for Future (H&M): Case study: learning from Wechat/China and our work on H&M

A bit closer to home (Huggies): Case study: learning from FB/Vietnam and our work with Huggies.

Vice President, CE&C, South East Asia

14:50 PM – 15:10 PM

Awakening and Journey of Digital Transformation

VUCA world and disruptive nature of technology and social/generational change
Disruption in the Nutrition/FMCG category
Digital Transformation from the top
9 Box exercise for Digital Transformation
Future proofing ways of working

General Manager
Abbott in Vietnam

15:10 PM – 15:20 PM


15:20 PM – 15:40 PM

One of the best mobile marketing campaigns at the Smarties Vietnam 2019

Coca-Cola Uplift Vietnam AR

Football in Vietnam remains a source of great excitement for the everyone, but also this is a passion point that many brands have been leveraged on and communicated to consumers. How Coca-Cola’s communication can stand out from the clutter and provide a meaningful engagement with consumer. By leveraging Digital and Augment Reality technology, the brand is able to uplift the emotions of ordinary supporters in football moments through immersive experiences and bringing in personalization at the same time.   

In Partnership With:

15:40 PM – 16:10 PM

Panel 3: Vice President of Marketing Perspectives

Vice President of Marketing Perspectives

Thi special session will bring you a holistics about marketing with purpose and how leverage technogy to bring more initiatives for your business. Importantly the panelists will reveal some marketing implications for your next year marketing plan.

Vice President of Marketing
Senior Vice President of Marketing
Suntory PepsiCo Vietnam / Co-Chair of MMA Vietnam
Deputy CEO
Kowil Fashion (Phu Thai Holding)
In Partnership With:

16:10 PM – 16:40 PM

Panel 4

Mobile Games - The New Paradigm for Digital Advertising

Session on Insights and behaviours of mobile gamers in Vietnam and how should brand marketers leverage it

Tan Hiep Phat Beverage Group
Director Specialised Nutrition
FrieslandCampina Vietnam
Vice President - SEA

16:40 PM – 17:00 PM

Friso - Ecommerce Journey on Lazada platform

E-commerce journey-Friso has been awarded as Best in mother and Babies category and its campaign has featured as online marketing case study by David Hu, Regional Marketing Solutions, VP of Lazada

Head of Performance
Performance Media Manager
FrieslandCampina Vietnam
Chief Marketing Officer
Lazada Vietnam
In Partnership With:

17:00 PM – 17:20 PM

Digital Economy 2019 report for Vietnam

Digital Economy 2019 report for Vietnam

In Partnership With:

17:20 PM – 17:40 PM

One of the best mobile marketing campaigns at the Smarties Vietnam 2019

Infection Alert System - Lifebuoy

A data-driven initiative enabling Lifebuoy to fulfill its mission to stay ahead of infections. A disease alert dashboard in collaboration with Google to send customized targeted alerts and health care tips to brand’s audience in different provinces/cities of Vietnam, based on forecast of popular hygiene-related disease outbreaks.

Category Business Director – Skin Care
Unilever Vietnam

17:40 PM

Closing Remark

Our Partners