When it comes to bold, fearless creativity, Claudia is in a league of her own. She has crafted award-winning campaigns for top brands like Mars Petcare, Guardian, and AIA. With a knack for blending storytelling, digital innovation, and brand strategy, Claudia transforms ideas into cultural moments. Don’t miss her session…
What’s the biggest shift you’ve seen in digital marketing over the past five years?
The shift from polished, high-production content to raw, authentic storytelling. The brands that stand out aren’t just talking to their audience; they’re bringing them into the conversation, embracing lo-fi content, and tapping into culture in meaningful ways.
With ad fatigue and consumer scepticism on the rise, how can brands engage and resonate with audiences?
By respecting the audience and their time. No one wakes up wanting to see an ad, so the ones that work either entertain, educate or provide real value. A great campaign isn’t just seen; it’s shared.
On data-driven decisions, the need for human creativity and impact of AI…
AI optimises, but human insight gives ideas meaning. The best work happens when data informs creativity — not replaces it.
What advice do you have for budding copywriters out there?
Write like a human, for humans. Stay curious and infuse your words with heart because the most powerful ideas come from truly understanding people.
Social media platforms keep changing their algorithms, making organic reach harder….
Instead of chasing numbers, build communities. Brands that spark real conversations, collaborate with creators, and engage authentically will always stand out. Focus on storytelling that adapts across formats so your message stays strong no matter where it’s shared.
One advertising campaign that you believe was truly groundbreaking, and why?
IKEA’s ‘Proudly Second Best’ campaign stands out to me, especially as a mum. Instead of making their products the hero, it celebrates the beauty and chaos of parenting, reminding us that no crib or high chair can replace a parent’s love.
Where do you see personalisation in a privacy-first, first-party-data world?
Hopefully that personalisation will shift from “knowing everything about you” to “understanding what matters to you.” As third-party data fades, brands will need to earn consumer trust through value exchanges — offering services or experiences that make people want to share their data.
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The APPIES is where Malaysia’s boldest campaigns, brightest ideas, and most impactful storytellers take the stage.
More than an awards show, it is the industry’s ultimate platform for creative, media, digital and marketing excellence, where live presentations meet live judging.
This is your chance to showcase work that moved audiences, shaped conversations, and delivered real results.
From breakthrough brand campaigns to innovative digital experiences, the APPIES celebrates the work that defines the future of marketing.
Step into the spotlight alongside the industry’s leading agencies, brands, creatives, strategists and changemakers.
Whether you are aiming for Gold, Silver, Bronze or the prestigious Best of the Best recognition, this is your moment to make history.
Your campaign deserves to be seen.
Your ideas deserve the stage.
Your work deserves the legacy.
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