Rise of the tribes
November 4, 2025 | Sime Darby Convention Centre
Real brand fandom thrives in cult clusters and culture wins
The 21st Malaysian Media Conference — November 4, 2025 Marketing became a science. We chased clicks. We fed the algorithm. And somewhere along the way, we forgot the people.
Culture was pushed to the sidelines unless it came neatly packaged with metrics. We optimised for dashboards instead of dialogue. We spoke in CTRs and CPMs, not in stories and symbols. In the rush to quantify everything, we diluted the very thing that gives marketing its magic: human connection.
But the best marketers know a truth the spreadsheets can’t measure — fandom isn’t a funnel, it’s a fire. It’s not something you move consumers through; it’s something that moves them. It is irrational, unmeasurable at times, and fiercely powerful. It’s the roar of the stadium, the loyalty to a brand that “just gets me,” the micro-communities that shape how people see themselves in the world.
RISE OF THE TRIBES is our wake-up call. This 21st edition of the Malaysian Media Conference puts the spotlight back on people — reframing “Share of Voice” through the lens of consumer tribes. Tribes that aren’t defined by demographics, but by shared values, passions, and cultural codes. We’ll decode how The Faithful align their media choices with their beliefs. How The Game-driven live and breathe sports content. How The Family tribe is reshaping entertainment, product, and media consumption around togetherness. And how other emerging tribes are rewriting the rules of influence far from the old guard’s playbook.
On November 4, 2025, we’re bringing together media strategists, brand leaders, storytellers, and cultural observers to share case studies, fresh data, and lived experiences from the frontlines of tribe-driven marketing. We’ll explore how passion points become growth points, and how resonance — not just reach — becomes the ultimate metric.
This Conference features industry`s leaders as keynote speakers, speakers and panelists sharing their insights and knowledge in the media landscape.
Who Should Attend
BUSINESS THINKERS • MARKETING AND CREATIVE PROFESSIONALS • LEADING MARKETING COMPANIES • AGENCIES • MEDIA SPECIALISTS • DIGITAL PROFESSIONALS • MNCS • GLCS • SMES AND SMIS KEEN ON JUMP-STARTING THEIR MARKETING AGENDA IN THE MARKETPLACE
RISE OF THE INFLUENCER
RISE OF THE GAME
RISE OF THE FAITHFUL
RISE OF THE GREY
RISE OF THE SHOPPER
RISE OF THE ECO
RISE OF THE FAMILY
meet the speakers
programme
| 9.00 AM | OPENING ADDRESS |
| 9:10 AM | RISE OF THE TRIBES (OPENING KEYNOTE) The way we define “reach” is changing. Chasing clicks, feeding algorithms, and optimising for metrics has sidelined culture — unless it had data to back it. In this opening keynote, sue-anne lim reframes share of voice through the human lens of consumer tribes, where resonance matters more than raw reach. With data-led insight and cultural intelligence, she’ll explore how these clusters form, why they’re powerful, and how brands can connect meaningfully. Expect to walk away with a sharper understanding of how to marry audience precision with cultural depth. Key Takeaways: |
| 9:50 AM | RISE OF THE FAMILY The family tribe makes decisions that echo across generations. Guided by shared values, they seek content and brands that reflect trust, togetherness, and relevance for all ages. Rachel tan delves into the resurgence of family-centric decisionmaking and how it shapes media behaviour. From intergenerational entertainment to parenting communities, the family tribe blends digital fluency with traditional touchpoints. This session reveals how to engage households as both a collective and a network of individuals. Key Takeaways: |
| 10:30 AM | COFFEE BREAK |
| 11:00 AM | RISE OF THE FAITHFUL For the Faithful, buying decisions are guided by values that transcend discounts or trends. This session dives deep into their media habits, preferred platforms, and expectations of brands. Key Takeaways: |
| 11:40 AM | RISE OF THE GREY “You think the Grey Tribe is slowing down, stuck in the past, or hard to reach? Think again. Gen Greytts are optimistic, adventurous, and digitally fluent—shaping household spend and influencing culture in ways most brands still overlook. In this session, Ramakrishnan C.N. uncovers the myths that blind marketers, the hybrid media habits that define this generation, and how AI could either amplify these blind spots or unlock deeper, more meaningful engagement with the Rise of the Grey." Key Takeaways: |
| 12:20 PM | RISE OF THE SHOPPER Today’s Shopper moves seamlessly between online, offline, and social commerce, treating discovery as entertainment. Winnie Chen explores the merging of retail media, content, and technology to create frictionless buying journeys. Key Takeaways: |
| 1:00 PM | LUNCH |
| 2:00 PM | RISE OF THE GAME Sports is more than a game — it’s a cultural ecosystem. From stadium roars to streaming commentary, sports fandom influences lifestyle choices, fashion, gaming, and even food culture. Roshan Bose breaks down the rituals, loyalties, and content patterns of sports fans in Malaysia and beyond. Key Takeaways: |
| 2:30 PM | RISE OF THE ECO The Eco tribe demands real action on sustainability. Datuk Lai Shu Wei reveals how to engage this growing audience through transparency, accountability, and lifestyle integration. Key Takeaways: |
| 3:10 PM | RISE OF THE INFLUENCER Influencers are no longer just content creators — they are cultural architects. Datuk Jake Abdullah discusses authenticity, audience trust, and brand–creator partnerships that deliver more than vanity metrics. Key Takeaways: |
| 3:40 PM | COFFEE BREAK |
| 4:00 PM | PANEL DISCUSSION |
| 4:45 PM | CLOSING KEYNOTE AND SUMMARY Amit Sutha wraps up the day with a synthesis of insights across all tribes, highlighting the strategies, media plays, and cultural nuances that will define Malaysian media’s next chapter. Key Takeaways: |
| 5:30 PM | END OF CONFERENCE & THANK YOU |
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