APPIES 2019 Quick Chat: Lai Shu Wei, VP Marketing & Comms, TM unifi

8 months ago

The second veteran marketer under the spotlight for the APPIES 2019 Quick Chat is none other than Lai Shu Wei. As a telco man for many years, it’s no surprise he got a new role at TM unifi; specifically, as the Vice President of Marketing and Communications of TM unifi in January 2019.

For the upcoming APPIES Malaysia Marketing Awards 2019 main event, Shu Wei expects a fair bit from the competing agencies. As this is the fourth APPIES, he expects to see a lot of strategic innovation. “More strategic and execution links are necessary, especially in the works that will be presented. Also, the presentation must be marketing led, meaning it cannot be solely on the agency to deliver,” he shared.

While he works with various service providers that enable technology and digital transformation, Shu Wei believes in their application more. For him, the word ‘digital’ is overused. “More importantly is how one demonstrates the use of digital technology to address pain points or bridging the communication and consumers,” he said.

That and sticking with the basics are what he’s looking for the upcoming pitches. This includes using proper work-flows, how tight they link-back to the brief, and understanding the brief’s objective.

For Shu Wei, this is paramount as it ties back to what the audiences want. “Always go back to the basics as they operate on the fundamentals of marketing: in-depth consumer understanding and insights,” he added. For him, that will be enough to wow judges as it shows the foundation of a pitch is strong.

Submission deadline for APPIES Malaysia Marketing Awards 2019: 15th March 2019.

Submit online here: https://appieawards.awardsengine.com.

More details on the event: https://www.appies.com.my.

For those who want to find out what the judges are expecting, do check out this year’s collection of APPIES 2019 Quick Chat.

Text by: Victor Yap

ADVERTISEMENT

Malaysian CMO Conference & Awards 2019


CMO2019

Marketing is at an interesting intersection now. With major crosswinds in the global trade environment, every brand is affected by more uncertainty than ever before. We explore how brands are winning with big data and marketing automation. We study what brand resilience is all about. We question what works and what doesn't.
In a world of 'fake everything', the quest and need for authenticity have never been more challenging. Journey with our speakers and learn from our inspiring panel discussions as you centralize your focus on innovative pathways to marketing success.

Top Speakers & Panelists:


  • VJ Anand, Senior VP of Creative & Executive Creative Director, Gojek
  • George Ang, Owner A&W Malaysia and Director & CEO, Inter Mark Resources
  • Fernie Jasmine Abdul Ghani, Head of Group Marketing & Brand, Axiata
  • Siti Suhaila Abdu Hamid, Category Head of Foods, Unilever Malaysia
  • Lim Imun, General Manager – Marketing, Munchworld …. and more!

DATE:
15th November 2019

TIME:
8.30 am - 5.30 pm (Conference)
6.00 pm - 10.30 pm (Awards Night)

VENUE:
The Grand Ballroom, Sime Darby Convention Centre, KL.

More information: Conference Page

Purchase your tickets here Purchase Here