Posted on by Nathalie Tay
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Exclusive Interview with Filipe Lampreia: “Technology can never replace human insight”
21 Apr
As Chief Strategy Officer at VML Malaysia, Filipe Lampreia’s belief is that marketing must be grounded in cultural empathy. With a career spanning more than 20 years across multiple industries and international markets, his journey is rooted in a deep commitment to connecting brands with diverse audiences.
One of the standout projects under his leadership is the “Rising Voices of the Malay Muslims” report, providing actionable frameworks for brands aiming to engage authentically with modern Muslim consumers.
Lampreia’s strategic leadership has positioned the agency as a leader in leveraging cultural intelligence for market impact, making VML a trusted partner for brands navigating Southeast Asia’s diverse consumer landscape.
In an exclusive interview with MARKETING Magazine, Filipe Lampreia shares his insights on cultural intelligence and applying it to marketing strategy.
What do you consider the most important aspect of navigating complex consumer markets in Southeast Asia?
Understanding the diversity and complexity of cultural, religious, and socio-economic factors is paramount. Different countries and even regions within countries have distinct consumer behaviors, traditions, and values. Deep local insight, adaptability, and sensitivity are crucial for success.
What steps do you take to understand the cultural undercurrents of the consumer markets you work with?
Conduct thorough local market research, including surveys and focus groups. Engage with local experts and cultural anthropologists. Monitor social media trends and conversations.
Immerse oneself in the culture through travel and direct community engagement. Study historical and contemporary cultural texts to gain deeper insights.
What were some of the most surprising or unexpected insights that emerged during the research process for the “Rising Voices of the Malay Muslims” report?
A strong resurgence of traditional values alongside a modern entrepreneurial spirit. Increased digital engagement and how it intersects with religious practices.
The role of social media influencers in shaping consumer perceptions and values. The evolving definition of halal beyond food to encompass a lifestyle and ethical consumption.
How does the evolving identity of Malay Muslim consumers impact brands looking to connect with this audience?
Brands must craft authentic narratives that resonate with the evolving identity of Malay Muslims, incorporating both traditional values and contemporary aspirations.
Transparency, ethical practices, and cultural sensitivity will be crucial in building trust and loyalty among this consumer segment.
How do you see the intersection of technology and cultural intelligence playing a role in future marketing strategies?
Advanced data analytics and AI can provide deeper insights into consumer behavior and preferences. Virtual and augmented reality can create immersive cultural experiences for consumers.
Social media platforms will continue to be instrumental in narrative-building and engagement. Technology can help brands personalize their marketing strategies while respecting cultural nuances.
Looking ahead, what advice would you give to aspiring marketers who want to prioritize authenticity and cultural intelligence in their own work?
Prioritize continuous learning about different cultures and consumer behaviors. Be open to feedback and engage with local communities authentically. Leverage technology to enhance your understanding and execution but never replace human insight.
Build a diverse team to bring different perspectives to the table. Focus on storytelling that respects and celebrates cultural values to build genuine connections.
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he APPIES is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.
This is the only event where Live Presentations meets Live Judging.
Similar to TED Talks, The APPIES is the chance for great presenters with outstanding work to show it off to some of the industry’s most important industry leaders.
This year’s winners will receive Gold, Silver or Bronze trophies for 21 categories, and 6 special Best of Best categories (red trophies) that require no submissions!
Campaign entries must have run between June 2024 to May 2025
