Mr. TOSHIHIRO YAMAMOTO, President& CEO of DENTSU Inc., and Mr. MASAYUKI MIZUSHIMA, President& CEO of HAKUHODO Inc., will be on stage of Advertising Week Asia2018. This is the first time ever done before to have these top 2 CEOs’ interview on the same stage in Japan. The topics will cover from the two personal issues to entire industry. "What is an advertisement?" "What would you like to do with the ads in the future?" "What is the professionalism required for ad people?" .
With the rapid rise of nationalism, the ever-increasing pressure of social media and an upsurge in consumer cynicism, brands must navigate their path more carefully than ever. This brand calibration is even more important for the newly emerged Asian global brands attempting to crack European and US markets, as well as established brands trying to redefine their relevancy in an rapidly transforming Asia.
How do these emerging trends and contexts affect how we, as brands, communicate? What new tools do we need to be developing and what do we need to be understanding about our audiences?
Looking at a range of proprietary data and key campaigns, this session delivers some key insights for marketers and brands looking to answer this urgent issue.
Chief Marketing Officer , McCann Worldgroup Asia Pacific
Alibaba has been leading China’s e-commerce development over the past decade. The retail industry is growing fast despite numerous transformations and reforms. The changing retail rules have paved the way for the new retail upsurge, and global brands are reaching a consensus on an inevitable integration of online/offline stores, logistics and big data in the future, instead of a competition among different channels. The rapid development of e-commerce in past years comes as the digital business can visualize and optimize commercial operations, which requires brands to follow the trend before carving out a niche in the new retail era. Alibaba’s new retail exploration and practice has proved that digitalization will reshape the consumer experience and brand marketing, redefine the manufacturing, and create new things and new business models. The future belongs to players who embrace the new retail.
General Manager of Uni Marketing Center, Alibaba Group Marketing, Alibaba Group
How should we think about new ways of working, living and learning? What role does, and will technology play in business, now and in future? How can we stay relevant as the environment we live and work in continues to change rapidly? What established boundaries do we need to bridge in order to create or access opportunities not only in Japan but globally as well?
These are some of the key questions that defines “Hataraki Kata Kaikaku,” a movement in Japan that is gaining momentum with individuals and companies alike. The idea is to mobilise broad communities to (re)imagine what success can look like in future for their lives.
Shin Murakami is the Japan Country Manager for LinkedIn, the world's largest professional network on the internet. Since joining the company in 2017, Shin continues to be an ardent advocate for work style innovation, specifically around helping people and companies to future-proof themselves. In this keynote, Shin hopes to draw from his extensive, multifaceted experience as an engineer, entrepreneur and leader to share his perspectives about these key considerations that will shape the future of work.
Country Manager, Japan, LinkedIn Japan
Coca-Cola will introduce IMC, known as Integrated Marketing Communications as one of their secrets to success. The presentation will show how the company effectively uses each touch point, which when combined, builds a clearer, more impactful message to engage with consumers in Japan.
Asia has experienced unprecedented digital acceleration and has now become the most advanced digital economy in the world - with 50% of global internet users living in Asia. This rapid digitalization across Asia has, in turn, changed consumer expectations and behavior - resulting in more empowered consumers than ever before. In this session we will share how technology has made consumers more empowered and how marketing can unlock consumers' rising expectations.
Vice President, Global Performance & Programmatic, Google
In the past, China blatantly copied ideas and products from the West. Over the past decade, however, the energy and intelligence powering China’s catch-up “imitation economy” have begun to spill over into greenfield spaces not yet seen in the West. Key factors driving China’s “creation economy” include new wealth and China’s love affair with mobile technology. Today China has thousands of nimble upstarts in an ecosystem with valuations and access to capital that rivals Silicon Valley.
For 18 years, Edelman has surveyed rises and falls in public confidence and trust in government, media, business and NGOs across 28 countries. Stephen Kehoe, Global Chairman of Reputation, will provide an overview of the results of the 2018 Trust Barometer, which noted extreme changes in public trust stemming from the toxicity of fake news and the impact of major geo-political events, including political change in the United States and China.
We are in a world where over 2 billion smart phones occupy our visual attention. But we have quickly evolved to include other senses that aren’t limited to AR, VR, MR, or RR. How are creatives going to adapt and reinvent in a world of transparent interfaces? A place where sight, is now joined with sound and motion? Welcome to hearable, feel-able and wearable technology—powered by data, intelligence, sensors and more.
Real Madrid, the most successful football club in the world has built along its 116 years of history a world class aspirational brand that means leadership, excellence and endeavour and brings passion and happiness to millions of people. The club enjoys an immense multicultural fan base that gathers millions of people across the five continents and has strived in recent years to build and contact this massive audience by a successful performance and content distribution in the most popular social networks. This strategy is empowering has empowered the club collaboration with many premium world companies that sponsor Real Madrid to enjoy its endorsement, its reach and its capacity to fuel with emotions their own brands.
Global Sponsorship Sales Director, Real Madrid CF