Featuring 40+ Brand Owners, Industry Leaders and Creative Gurus
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Raymond Yip, HKTDC Acting Executive Director, says Hong Kong
marketers are instrumental to Hong Kong earning its reputation as
"Asia's trendsetter" |
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Sara Riis-Carstensen (2nd L), Head of Global Branding of De
Beers, Kei Suzuki (1st R), Director of Ryohin Keikaku Co, Ltd
(MUJI), and Uri Minkoff (2nd R), CEO and Co-founder of Rebecca
Minkoff, examine the "Recipe for a Winning Brand" at the opening
plenary session |
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Nearly 20 companies engaged in new media advertising and
marketing, content marketing, search engine optimisation,
data-driven marketing solutions, customer service platforms and AI
platforms showcase innovative marketing strategies, technologies
and solutions at the Exhibition Zone during Marketing
Pulse |
HONG KONG, Mar 21, 2018 - (ACN Newswire) -
MarketingPulse, a regional premium conference for marketers and
brands organised by the Hong Kong Trade Development Council
(HKTDC), opened today at the Hong Kong Convention and Exhibition
Centre. More than 40 experts in brand management, marketing and
advertising from nine countries and regions are taking part in the
inaugural event, offering insights, success stories and best
practices with corporate executives, marketing and advertising
agency representatives and brand representatives.
Raymond Yip, Acting Executive Director of the HKTDC said marketers
contribute to Hong Kong's reputation as Asia's trendsetter and hub
for international brands. "The city's stylish reputation is in part
the result of creative marketers accentuating Hong Kong's
distinctive charisma," he said. "Hong Kong's marketers are adept at
tapping the city's East-meets-West characteristics, leveraging the
latest marketing technologies, and creating compelling marketing
campaigns."
Philip Yung, Permanent Secretary for Commerce and Economic
Development (Commerce, Industry and Tourism) of the HKSAR
Government, delivered the opening remarks followed by the plenary
session "Recipe for a Winning Brand," featuring Sara
Riis-Carstensen, Head of Global Branding, De Beers; Kei Suzuki,
Director, Ryohin Keikaku Co, Ltd (MUJI); and Uri Minkoff, CEO and
co-founder, of Rebecca Minkoff.
Prior to joining De Beers, Ms Riis-Carstensen was LEGO's Director
of Global Brand Development, where she led LEGO collaborations with
such brands as Star Wars and Batman, helping to turn the
educational brand into a much-loved companion for children.
Mr Suzuki has decades of experience in Japanese retail, including
more than 20 years with Ryohin Keikaku. Adhering to the minimalist
Japanese culture, Mr Suzuki has transformed Muji from a household
products company into a brand that epitomises the minimalist
lifestyle. He has also expanded MUJI's business portfolio into
catering and hotels.
Launching the fashion accessories brand, Rebecca Minkoff in 2005,
Mr Minkoff and his sister have transformed the label into one of
the fastest-rising global fashion brands in recent years. Mr
Minkoff specialises in using new technology to provide an
omni-channel customer experience, and is seen as the most
forward-looking CEO in the fashion industry.
Smart use of new media and new technology
In another plenary session spotlighting social media marketing, the
panel featured Maya Hari, Vice President, Asia Pacific, Twitter;
and Assaf Tarnopolsky, Director of Marketing Solutions, South East
Asia, North Asia & Japan, LinkedIn, to explain the ins and outs
of social media marketing and to offer practical strategies. The
session also featured Evan Greene, Chief Marketing Officer, The
Recording Academy (The GRAMMYs); Beverly W Jackson, VP of Social
Portfolio Strategy, MGM Resorts International; and JiPeng Men, Vice
President and Head of Marketing Division, JD.com. The speakers
discussed how brands can leverage social media to complement their
overall brand marketing strategies and to stand out in
information-saturated social media platforms.
The third plenary session gathered several legendary advertising
figures, including Joshua Grossberg, Group Creative Director,
McCann New York; Peter Lefebvre, Creative Director, Leo Burnett;
Kazuhiro Shimura, Creative Director, Dentsu Inc; and Spencer Wong,
Chairman and Chief Creative Officer, McCann & Spencer, to share
their creative journeys and the ways to address the taste and
changing habits of the media and different audiences. They also
explored using technology to target customers and bolster brand
image.
Uncovering market growth drivers and opportunities
The afternoon breakout sessions covered a host of marketing
subjects that targetted the different backgrounds, interests and
business needs of the participants. At the "The Fine Art of
Customer Engagement in Asia" session, moderator Dr Royce Yuen,
co-founder and CEO of MaLogic Holdings Ltd, spoke with Gunyarak
Piyakhun, First Executive Vice President (Marketing Strategy &
Business Intelligence) of renowned Thai retailer, Siam Piwat
Company Ltd; Erwan Heussaff, founder of The Fat Kid Inside Inc, an
F&B key opinion leader (KOL) with more than 2.7 million online
followers; Jennie So, General Manager, International of SINA Corp
& Weibo Corp; and Kosuke Sogo, CEO and co-founder of AnyMind
Group. The panellists examined brand promotion strategies from the
perspectives of brands, KOLs and media and marketing
consultants.
At another session, entitled "On the Pulse of the Cool New China,"
three Chinese mainland marketing veterans - Viveca Chan, Chairman
and CEO of WE Marketing Group; Mia Chen, Head of Marketing of
Airbnb China, Chihkai Huang, Brand Director of Pechoin and 3water
Li, founder of W - examined mainland consumer behaviour, offering
practical strategies to win over mainland online shoppers.
As consumers become immune to hard-sell advertising, content
marketing has become an indispensable marketing tool for brand
building. The breakout session, "Tell Me a Story... About Content
Marketing," featured Sehgeun Choi, Senior Creative Director,
INNORED; Tony Chow, Regional Director, Creative & Content
Marketing, Asia Pacific, Marriott International; and Vincent Tsui,
founder and CEO, Toast Communications Ltd. The speakers offered
practical tips on using content marketing to attract customers
without overshadowing the brand.
Other types of new technology, including big data and artificial
intelligence (AI), are also disrupting the marketing ecosystem. At
the breakout session co-organised with the IAB Hong Kong powered by
HKDMA, the panellists takes "A Look at the Present and Future of
Data-driven Marketing & Advertising," with several data
analytics and digital experts from Asia Miles, Lotame, IPG
Mediabrands APAC, Integral Ad Science and Rosewood Hotel Group
showing how these tech tools can be used to augment marketing
efforts.
Exchange to expand networks
In addition, MarketingPulse organised two "Dialogues with Creative
Minds" sessions. "Dialogue with Women Marketers" featured Julieta
Leong, Deputy Director-Marketing & Events (HK) of Lan Kwai Fong
Group, Sara Riis-Carstensen, Head of Global Branding of De Beers,
and Bonnie Chan Woo, CEO of Icicle Group Holdings Ltd, who shared
how female marketers can leverage women's intuition to develop
winning marketing strategies. The second session, "Branding and
Marketing Tips for Start-ups," saw "brand doctor" Tommy Li,
Creative Director of Tommy Li Design Workshop Ltd, and Billy Chung,
Director of Business Development of GoAnimate, a one-stop online
animation platform, explore ways for start-ups to raise their brand
profile cost-effectively.
Nearly 20 companies engaged in new media advertising and marketing,
content marketing, search engine optimisation, data-driven
marketing solutions, customer service platforms and AI platforms
showcased their innovative marketing strategies, technologies and
solutions at the Exhibition Zone, highlighting Hong Kong's
marketing prowess to global visitors.
An on-site business-matching service also offered one-on-one
meetings for brands and exhibiting marketing agencies to explore
collaboration opportunities, while various networking events
allowed brand representatives and marketing companies to exchange
intelligence and build networks.
MarketingPulse was organised with support and invaluable advice
from leading marketing industry organisations, including the
Council of Public Relations Firms of Hong Kong, the Hong Kong
Association of Interactive Marketing, the HKMA Digital Marketing
Community, IAB Hong Kong powered by HKDMA, The Association of
Accredited Advertising Agencies of Hong Kong and The Hong Kong
Advertisers Association.
MarketingPulse website: http://www.marketingpulse.com.hk/
Photo download: http://bit.ly/2FZkBOC
About HKTDC
Established in 1966, the Hong Kong Trade Development Council
(HKTDC) is a statutory body dedicated to creating opportunities for
Hong Kong's businesses. With more than 40 offices globally,
including 13 on the Chinese mainland, the HKTDC promotes Hong Kong
as a platform for doing business with China, Asia and the world.
With 50 years of experience, the HKTDC organises international
exhibitions, conferences and business missions to provide
companies, particularly SMEs, with business opportunities on the
mainland and in international markets, while providing information
via trade publications, research reports and digital channels
including the media room. For more information, please visit:
www.hktdc.com/aboutus. Follow us on Google+, Twitter @hktdc,
LinkedIn.
- Google+: https://plus.google.com/+hktdc
- Twitter: http://www.twitter.com/hktdc
- LinkedIn:
http://www.linkedin.com/company/hong-kong-trade-development-council
Source: HKTDC
Contact:
HKTDC Comms & Public Affairs Dept.
Billy Ng
Tel: +852 2584 4393, Email: billy.km.ng@hktdc.org
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