10th MMC – A Day Full of Cracking Insights into a Future Shaped by Technology

(Marketingmagazine.com.my) - A major watershed for the human race is staring us in the face. Human life today has technology running in its veins. The 10th Malaysian Media Conference was themed ‘Mediatech in Marketing’, and in essence was a homage to the leading thoughts at the confluence of technology and content.

The conference brought together a large body of media professionals from a wide range of backgrounds and expertise. The entire day was awash with bright thoughts, observations and predictions, and sprinkled with a few wisecracks here and there as one by one gurus and wonderkids from advertising, marketing and media took the stage.

The master of ceremonies for the event was Dinesh Sandhu, regional touchpoints director of Hakuhodo Communications Asia. The keynote was delivered by Margaret Lim, CEO of Dentsu Aegis Network Malaysia, which contained references to the shifts in the Malaysian media landscape over a period of time, and what likely challenges the industry could be facing as it enters a new age of technology.

Jamshed Wadia, head of digital & social media of Intel AsiaPacific & Japan was up next. He shared Intel’s case studies and a few noteworthy initiatives by other companies behind the increasing consumer participation in content creation. He cautioned brands against the hackneyed approach of trying to engage with their customers through long-term campaigns, and stressed on the need to adapt their media and marketing strategies more closely with their consumers’ doings to avoid falling irrelevant.

The conference also showcased the ideas behind some of Malaysia’s best media campaigns during the year. Jox Petiza shared the Ambi Pur social media campaign created by Mediacom that ran on the catchy line ‘from smelly to smiley’, while Ramakrishnan, Senior VP of Universal McCann talked about how Friso was able to turn a crisis into opportunity by engaging mothers.

Jason Ko, CEO of Malaysian Youth Community gave out tips on developing creative strategies to effectively tap into the growing Gen-Y market. He opined that youth is no longer standing at the ulterior end of any brand’s pool of target audience. Considering the amount of money at their disposal – especially children who have two working parents or teenagers who work around weekends and holidays – this generation today makes up a large mass of active consumers.

Jason Ko, CEO of Malaysian Youth Community

Rohan Philips, head of product & operations of Xaxis (GroupM) Asia Pacific, led a panel discussion on how Programmatic is influencing the media strategies of a number of brands across various categories. He was joined in the discussion by Prashant Kumar, president of Asia World Markets – IPG Mediabrands, Stanley Lim, regional director Southeast Asia of Innity, Phu Truong, managing director Southeast Asia of TubeMogul, and Andrew Tu, managing director APAC of TheTradeDesk. The panellists traded their views on how Programmatic media connects different platforms across all technologies and automates real-time bidding, data management platforms, ad exchanges and demand side platforms.

Rohan Philips leads the panel discussion on Programmatic wth Prashant Kumar, Stanley Lim, Phu Truong and Andrew Tu

Simon Kahn, chief marketing officer of Google Asia Pacific, opened the proceedings after lunch and was quickly cut into the consumers’ growing dependence on their mobile devices for their means of communication with each other and brands, too.

Simon Kahn, chief marketing officer of Google Asia Pacific

Another engaging panel discussion followed, this time led by Laurent Thevenet, technical director of BBDO and Proximity Singapore. The participants included Ranganathan Somanathan, COO Southeast Asia of Starcom MediaVest Group, Timothy Tiah, founder of Netcentric, Jordan Khoo, vice president APAC of Sizmek, Andreas Vogiatzakis, CEO of OMG Malaysia, and Henry Tan, COO of Astro Malaysia. They compared notes on how content is king even in today’s marketing. The group explored ideas through the intricate web of communications spun in a digital world; where consumers are creating their own content, and which necessitates a shift in marketers’ approach as the world moved more and more towards an evolving culture of interactive content, emerging media and new immersive consumption patterns.

Benjamin Tan, CEO and chief digital officer of Grey Digital, Southeast Asia, analysed the phenomenon of real-time marketing which uses technology to measure social and media analytics as they happen to give marketers instant insights into consumer response. He pointed towards social listening and engagement with the consumer that will drive creative and media optimisation, and give marketers the ability to observe the correlation of all the capabilities of the platform and chalk out their action plan.

Another creative heavyweight, Richard Hollingum, director of creative operations of SapientNitro, brought the audiences a taste of future as he shared some groundbreaking thoughts which are actually heralding the next wave of creative technologies. Showing case studies throughout the presentation, he suggested that “ideas have always emerged at the intersection of things”, which makes the role of technology very interesting as it is always interacting with humans in every aspect of their lives.

The closing keynote was provided by Gowthaman Ragothaman, chief operations officer of Mindshare Asia Pacific. His ideas beautifully summed up all the thoughts presented by earlier speakers into five guiding principles for the media industry. Fondly known as the G-Man, he is considered a philosopher in his own right due to his far reaching perspective on the world of media; and we say rightly so.