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ADMA - Unthink Your Brand
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22 & 25 May 2007
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Excelsior Hotel, Hong Kong and Townhouse Brasserie & Wine Rooms, Singapore |
Panel Luncheon
"Unthink Your Brand"
Ways to be Creative with your Brand - online
Brands live in people's minds. We all have our own perception of brands based on advertising, our own experience, word-of-mouth and so on. Internet technology provides us with a whole set of new and exciting ways to influence this perception, and a means of establishing a dialogue with consumers in ways we could never before. As consumers become increasingly empowered to take control of brands online, marketers must 'unthink' much of the traditional approach to brand management and learn how to use this new means of brand communication.
Your Internet marketing strategy should reflect that it is now the consumer, not the product or the advertising, that is the focus. Given that a customer's online journey to your brand is likely to start with a search engine or a piece of display advertising, why not take advantage of these key opportunities to strike up a conversation with your consumer. Progressive marketers have seized the opportunities that increased broadband penetration allows. Why don't you?
At this luncheon our international panel will be asked probing questions and help reveal new ways to be creative with your brand online.
Hong Kong panel:
James Bailey, Interactive Devvelopment Director, CNN International
Edmon Chung, CEO, dotAsia Organisation
Kevin Gentzel, Chief Advertising Officer, Forbes.com
Ralph Szeto, General Manager, OneXeno
Moderated by: David Ketchum, Chairman, Asia Digital Marketing Association
Singapore panel:
Kevin Gentzel, Chief Advertising Officer, Forbes.com
William Hsu, VP News Advertising Sales - Asia Pacific, CNN International
Jon McKenzie, Creative Director - Digital, Singapore, M&C Saatchi
Paul Srivorakul, CEO, AdMax Holdings
Moderated by: Richard Huggins, Regional Sales Director - SE Asia, Microsoft Digital Advertising Solutions
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Date:
Hong Kong - Tuesday, 22 May 2007
Singapore - Friday, 25 May 2007
Time:
Registration - 12 noon
Luncheon & Panel session - 12.30-2.00pm
Venue:
Hong Kong - Harbour View Room I, 3/F, Excelsior Hotel, Causeway Bay
Singapore - Townhouse Brasserie & Wine Rooms, 2/F, 56 Circular Road, Boat Quay
Cost (includes 3-course set lunch):
Hong Kong - HK$450 (Members) - HK$490 (IAA HK Members) - HK$520 (non-Members)
Singapore - S$55 (Members) - S$65 (IAA HK Members) - S$70 (non-Members)
Special rates for tables of 10:
Hong Kong - HK$4,200
Singapore - S$520
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HOW TO BOOK
Send an email to the ADMA Director at director@asiadma.com with the following information:
Which city's event you plan to attend
Name
Job Title
Company Name
Email Address
Mobile Telephone No.
You will then receive a confirmation email with payment details.
Payment should be made PRIOR to the event
CANCELLATION POLICY
CANCELLATIONS accepted up to 6pm on Friday, 18 May 2007 (Hong Kong) and up to 6pm on Tuesday, 22 May 2007 (Singapore)
NO SHOWS and LATE CANCELLATIONS after the abovementioned dates will be charged
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SPEAKERS:
James Bailey is Interactive Development Director for CNN International Advertising Sales, where he supports and guides international sales strategy for CNN’s Web sites: CNN.com, CNN International.com, CNNMoney.com and CNN Arabic.com. James joined the Internet business with CNN International in 1999, spent 3 years on 'sabbatical' with AOL UK, a sister company within the Time Warner Group between 2002 and 2005 after which he rejoined CNN International. In his current role James is involved with strategic planning for CNN International's clients, on a global level, and encouraging full use of CNN's digital multiplatform capabilities.
Edmon Chung, CEO of dotAsia Organisation is currently serving as a councillor on the ICANN GNSO Council as a representative of the gTLD Registry Constituency. Edmon is also serving as an elected member of the Elections Committee of the Hong Kong Special Administrative Region, the Vice Chairman for the Internet Society Hong Kong Chapter (ISOC HK), and the Secretariat for the ICANN APRALO (Asia Pacific At-Large Organisation). Edmon is an inventor of patents underlying technologies for internationalised domain names (IDN) and email addresses on the Internet. He founded Neteka Inc. in partnership with the University of Toronto Innovations Foundation in 1999, and went on to win the Most Innovative Award in the Chinese Canadian Entrepreneurship Award in 2001. In 2000, Edmon was selected by The Globe and Mail as one of the Young Canadian Leaders.
Kevin Gentzel is Chief Advertising Officer, Forbes.com, home page for the world’s business leaders. He oversees Forbes.com’s advertising efforts around the world. Previously, he was Vice President and Associate Publisher of Forbes magazine, with responsibility for all of Forbes’ advertising initiatives in the United States. Mr Gentzel joined Forbes in May 1999 as a salesperson in New York, working on a broad base of national accounts. After being promoted to New York Regional Director in November 2000, he took over management of the NY sales staff. In May 2002, Mr. Gentzel was named West Coast Group Advertising Director, and relocated to the company's Burlingame, California office, where he managed all Forbes' western regional sales efforts. He returned to New York in December 2003, after being named National Advertising Director, and was named Vice President of Advertising in December 2004. He was given the additional title of Associate Publisher in July 2005.
William Hsu is Vice President, News Advertising Sales - Asia Pacific at CNN International. Leading CNN International's advertising team in Asia Pacific, Hsu is responsible for setting business strategy, cross-divisional marketing packages and overall sales operations for all sales teams in the region. Hsu is primarily based in Hong Kong whilst maintaining offices in Singapore. Previously, Hsu was vice president of news advertising sales for Southeast Asia. He joined the company in 1996 and was based at the broadcaster's regional headquarters in Hong Kong. Hsu moved to Singapore in 1998 and since then has been responsible for CNN International's sales activities in Southeast Asia.
Jon McKenzie, Creative Director - Digital, Singapore, M&C Saatchi. Jon's key goal is to raise M&C Saatchi Digital's strategic and creative work by developing greater understanding and awareness of current trends and new technology both within the agency and amongst clients. Jon was previously the Creative Director at Profero, Singapore between 2003 to 2006. Before coming to Singapore, Jon worked at AKQA in London and Modem Media London as an Art Director – Digital. "In a short time, M&C Saatchi Digital has built an impressive portfolio of work that has continually exceeded clients' targets. Jon's passion for pushing boundaries to offer Brutally Simple yet effective digital solutions made him the perfect choice as M&C Saatchi Digital's creative leader." says Carolyn Kan, Managing Director of M&C Saatchi.
Paul Srivorakul, CEO, AdMax Holdings. Paul established Admax Holdings to consolidate subsidiaries New Media, Impaq Interactive and newly formed business Admax, a S.E. Asian ad network. In his role as CEO he has structured, negotiated, and executed investment to expand business in January 2006 and March 2007. He oversaw and managed the setup of Singapore, Vietnam and Philippines business, including building a senior team, heading up PR and Marketing, and forecasting and managing the budget and achieving financial targets. He also oversees and manages international expansion of New Media (digital marketing agency) and Admax (Online Ad network) in Thailand, Vietnam, Singapore, and the Philippines. He is responsible for strategising, planning and executing business expansion, including fundraising, developing partnerships, building the management team and managing marketing, PR, and finance/administration. Prior to forming AdMax, Paul was Business Director, Internet Division for Quest Media and worked in integrated sales for AskJeeves.com.
Ralph Szeto is currently General Manager of OneXeno based in Hong Kong. He manages the China, Hong Kong and pan-regional digital marketing businesses of the company. Key clients include adidas (Asia Pacific & HK), eBay HK, Johnson & Johnson, Pfizer, Lloyds TSB Bank, Marriott Hotel, SmarTone-Vodafone, and Toys"R"Us. Ralph started his media career in Hong Kong as a media executive 14 years ago. He joined O&M’s "the network" in 1997, and was with MindShare from the start of their operation. He was promoted to Director of Greater China in MindShare in 2004 where he led regional, local and digital media teams in China, Hong Kong and Taiwan and was responsible for managing digital media business of blue chip accounts. Ralph has also been driving the accountability of digital advertising by investing his time and efforts in research for this particular medium, such as Office Internet Usage research (Aug 03) and Search Engine Usage Survey (Mar 05) which helps clients to understand the medium, and drive more new business leads.
MODERATORS:
Hong Kong: David Ketchum. David is the Chairman of the Asia Digital Marketing Association and a 23-year international veteran, with 14 of those years in Asia. He has held senior positions with major PR networks Hill and Knowlton and Burson-Marsteller, and as Senior Vice President Calvin Klein, Asia Pacific. He is currently also the chairman of Asia Digital Marketing Association (ADMA) and chairman of the Council of Public Relations Firms in Hong Kong. David founded Upstream Asia where he and his team specialise brand building and corporate and marketing communications for companies expanding their business in Asia Pacific. David is the author of Big M, Little m Marketing: New Strategies for a New Asia, published by John Wiley & Sons.
Singapore: Richard Huggins. Richard is the Regional Sales Director for Southeast Asia, Microsoft Digital Advertising Solutions (MDAS). Based in Singapore, Richard is responsible for providing strategic counsel and managing the sales team for MDAS across Southeast Asia. Since joining MDAS Richard has led the Southeast Asia team to post one of the best international results for sales in the first half of FY2007. Prior to joining MDAS in 2006, Richard was the regional director at BusinessWeek, Singapore where he lead the team to consistently exceeded revenue targets, making the region one of the most successful in the BusinessWeek organisation. Richard successfully identified opportunities that brought in new revenues including FashionWeek Asia which through its brand extension exceeded targets by its second issue. At Time Magazine, Richard was responsible for driving substantial revenue generated by the EMEA region. He was able to integrate Time Magazine with CNN and Fortune Magazine, maximising cross media sales initiatives and established the first integrated media package, Visions of Europe.
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