Posted on by Nathalie Tay
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From Cultural Curiosity to Strategic Leadership: Filipe Lampreia speaks at Malaysian Marketing Conference 2025
15 Apr
From Global Experience to Local Insight:
Filipe Lampreia’s journey to becoming Chief Strategy Officer at VML Malaysia is rooted in a deep understanding of cultural nuance, an innovative strategic mindset, and a commitment to connecting brands with diverse audiences.
With a career spanning more than 20 years across multiple industries and international markets, Lampreia’s professional path has been shaped by a series of pivotal roles, including Regional Strategic Planning Director at Visual Latina and Head of Strategy at Geometry Global, where he mastered the art of decoding consumer behavior and navigating complex market dynamics.
His early experiences sharpened his ability to identify cultural undercurrents and transform them into actionable marketing strategies that resonate with local values while achieving global relevance.
Cultural Intelligence Meets Consumer Relevance
At VML, Lampreia has spearheaded several initiatives centered on cultural understanding and strategic foresight.
One of the standout projects under his leadership is the “Rising Voices of the Malay Muslims” report, an in-depth exploration of how Malay Muslim consumers across three generations are reconciling modern lifestyles with deep-rooted cultural heritage.
This research provides actionable frameworks for brands aiming to engage authentically with the influential Gen X, Malay-nials, and Gen Z segments, highlighting shifting societal norms and consumer expectations.
Building on this foundation, Lampreia also launched the “Muslim Intelligence Lab,” a pioneering initiative that offers brands critical insights into the behaviors, aspirations, and values of Muslim consumers.
By elevating this consumer segment in strategic discussions, the Lab empowers brands to develop campaigns that are not only effective but also respectful and inclusive.
VML Malaysia presenting their report on “The Rising Voices of the Malay Muslims” earlier this year.
Authenticity Isn’t Optional
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.
At the core of Lampreia’s strategic approach is the belief that marketing must be grounded in cultural empathy. He emphasizes the importance of truly understanding the societal, religious, and generational contexts in which consumers live, rather than relying solely on data or trends.
“Successful marketing bridges the gap between brand goals and consumer values,” he advocates. For Lampreia, authenticity, relevance, and respect are non-negotiables when building meaningful consumer relationships.
Decoding Culture, Delivering Connection
Filipe Lampreia’s work at VML Malaysia is a masterclass in aligning brand strategy with cultural reality. His work consistently prioritizes representation and authenticity, signaling a long-term vision for marketing that is both socially conscious and strategically sound.
In a time when consumers are craving real connection, Lampreia’s philosophy is a timely reminder: great marketing starts with understanding people — deeply, respectfully, and authentically.
Other star speakers include ☆ Eugene Lee, former McDonald’s International CMO ☆ Ravi Shankar, AirAsia MOVE ☆ Diana Boo, Boost ☆ Izra Izzuddin ☆ Alex Goh, MR.DIY ☆ Farha Manan, VML Malaysia ☆ Cherry Foo, Wipro Unza Malaysia ☆ Nina Sharil Khan, Infinite Headway Training & Wellness ☆ Adelene Wong, SP Setia ☆ Elaine J Chew, Lemmy ☆ Joel Lim Min Sheu, MantaYaY ☆ And many more…
Presenting Sponsors are Ampersand Advisory, FCB SHOUT, GO Communications, GroupM, IPG Mediabrands and Moving Walls.
