Debra Rajwani Ambassadors: Kamini Manivannan, Kwok Meng Kei, Joanne Tan, Lim Wan Qi, Melanie Heng Photography & Videography: Cheak Wen Sheng

1. NAVIGATING THE
DIGITAL ECONOMY:
Storytelling, Trends and Millennials

2. Table of Contents
2
Table of ContentsPage 2
About the Conference
About WKW Engage
A Special Treat from Udders
Page 3
Event AgendaPage 4
Esteemed Speakers:
Edelman
DBS
ZenithOptimedia Group
Page 5
Esteemed Speakers:
ieatishootipost
SGAG
Udders
Jemmawei
Page 6
Thank YouPage 7

3. 3
About the Conference
About WKW Engage
Digital media has taken the world by storm. More than ever, brands are
creators of content by leveraging influencers, creative storytelling
techniques, and fickle trends to engage audiences in the digital space.
To succeed in the digital economy, brands are hard-pressed to grow and
adapt, placing digital at the core of their overall communication strategy.
Join us at WKW Engage’s inaugurual “Navigating the Digital Economy:
Storytelling, Trends and Millennials” conference to learn how the top
agencies, brands and influencers navigate the digital economy and engage
the billions of viewers in the digital space.
The time to go digital is now.
WKW Engage is built for the students, by the students. We provide a
platform for industry practitioners to connect and engage our students and
vice versa. The Executive Committee organises talks and networking
activities to help students prepare for the demands of the marketplace.
From excursions to leading public relations, advertising and digital
agencies to speaking engagements, learning is real. You won't find
classroom environments here.
We also organise Tour De Agencies, where students hear from the top
industry practitioners from different practices to better decide on their
future careers and get tips on their next PI or job interview.
Find out more about WKW Engage on social media.
A Special Treat from Udders
Collect your free scoop of ice cream during the conference networking
session at 4.30pm by showing us your event booklet. Your happiness for the
day is proudly sponsored by Udders Group of Companies.
@wkwengage

4. Conference Opening Address
Professor Charles T. Salmon, Chair, WKWSCI
Keynote Address: The Influencer Economy - A Ponds
Case Study
Heidi Eusebio, Managing Director, Consumer Marketing, Edelman
Presentation: How Data Helps Businesses Make
Marketing Decisions
Sharon Tan, Executive Director and Head, Business Analytics and
Customer Management, Consumer Banking Group, DBS
Presentation: Deriving Customer Insights For
Higher ROI
Tang Siang Hou, Director, Analytics - APAC, ZenithOptimedia Group
Panel Q&A
Heidi Eusebio | Sharon Tan | Tang Siang Hou
Intermission
Video Presentation: Standing Out From The Crowd
Dr. Leslie Tay, Founder, ieatishootipost
Plenary Presentation: Engaging the Millennial Mind
Cassi Yang, Senior Business Development & Accounts Associate, SGAG
Plenary Session: Engaging the Millennial Mind
Facilitated By: Stacey Rodrigues, Senior Content Producer, Edelman
Jemimah Wei, Lifestyle and Travel Blogger, Jemmawei
Wong Peck Lin, Chief Milkmaid, Udders Group of Companies
Dr. Leslie Tay
Cassi Yang
Networking Session
2.00pm - 2.05pm
2.05pm - 2.30pm
2.30pm - 2.50pm
2.50pm - 3.10pm
3.10pm - 3.25pm
3.25pm - 3.35pm
3.35pm - 3.45pm
3.45pm - 4.00pm
4.00pm - 4.30pm
4.30pm - 5.00pm
Event Agenda
4

5. Esteemed Speakers
Tang Siang Hou
Director, Analytics - APAC
ZenithOptimedia Group
Siang Hou is the Analytics team lead in the APAC region. Prior to joining the agency, she has led
research and data analysis teams in the Singapore Economic Development Board and Resorts
World Sentosa. Her experience also spans strategy, planning, economic forecasting and business
development, helping multinational companies realise their regional growth plans through their
investments in Singapore. Siang Hou holds a double degree in economics and business
management from the Singapore Management University.
#zenithoptimedia at @zenith
Heidi Eusebio is a veteran in public relations and international communication including global
strategic planning and consumer marketing. With over 20 years in the industry, Heidi leads
consumer marketing in Southeast Asia and client relationship for Unilever business in APAC,
Middle East and Africa to create integrated brand engagement ideas and plans.
Managing Director, Consumer Marketing
Edelman
#Edelman at @EdelmanAPACMEA
Heidi Eusebio
As Head of Business Analytics & Customer Management in DBS Consumer Banking Group
Singapore, Sharon is responsible for driving efforts to empower users through visual data analytics
and the use of analytics to enhance efficient sales management and contextual client engagement.
With more than 17 years in consumer banking, she possesses a wealth of experience in product,
portfolio and segment development/management and more recently, business analytics. She
leverages on data to understand customer needs and went on to craft many first new product and
segment value propositions including unsecured margin financing and bank-and-earn
programme.
Executive Director and Head, Business Analytics and
Customer Management, Consumer Banking Group
DBS
#DBS at @dbsbank
Sharon Tan Wan Sim
5

6. 6
Chief Milkmaid
Udders Group of Companies
Wong Peck Lin
Lawyer. Strategist. Social Worker. Entrepreneur. Chief Milkmaid. In no particular order. Soccer-mad.
Mountain-gazer. Life-lover.
#uddersicecream at @uddersicecream
Lifestyle and Travel Blogger
Jemmawei
Jemimah James Wei
Born and based in Singapore, Jemma is a full time graduate student, host, and the writer behind
lifestyle and travel blog jemmawei.com. Originally launched as an avenue for writing and
expression, it has now grown to encompass travel guides, photography, and opinion pieces on
anything ranging from literature to cats. Her partners consist of brands that both make up and
reflect her personality and beliefs - Starbucks, Airbnb, Paypal, and Changi Airport to name a few -
so you can tell that she is, in a sentence, a caffeinated millennial who travels and pens stories as she
navigates her way through life.
#jemmawei at @Jemmawei
Doctor, Author, Blogger, Photographer, Speaker
ieatishootipost
Dr. Leslie Tay
Dr. Leslie Tay, better known by his moniker “ieat” has spent almost a decade roaming around
Singapore in search of the best hawker food and then publishing his mouth watering pictures and
stories on his award winning food blog, ieatishootipost.sg. He is now regarded as one of the best
authorities on Singapore food, has appeared on numerous publications and TV programs, and has
also published 4 books on Singaporean Food. Dr. Tay is a family doctor and practices at Karri
Family Clinic in Tampines. He is happily married with two young children who often accompany
him on his food expedition but get a little impatient when they have to wait for him to stop taking
photographs so they can start eating.
#ieatishootipost at @ieatishootipost
Senior Business Development & Accounts Associate
SGAG
Cassi Yang
On a daily basis, Cassi strategises innovative digital content and works closely with brands to
engage with millennials on SGAG’s platforms. Her background as a strategic planner and graphic
designer has helped her execute successful social campaigns for clients like McDonald’s, Sony
Pictures & Carlsberg. Cassi is also an alumni of WKWSCI, and graduated with a major in Advertising
& Public Relations.
#SGAG at @SGAG_SG
Esteemed Speakers

7. 7
Thank You
Professor Charles T. Salmon for opening the conference
All distinguished speakers - Ms. Heidi Eusebio, Ms. Sharon Tan, Ms. Tang
Siang Hou, Ms. Stacey Rodrigues, Dr. Leslie Tay, Ms. Cassi Yang, Ms. Wong
Peck Lin and Ms. Jemimah Wei - for sharing with the audience their
invaluable insights
Ms. Wong Peck Lin and Udders Group of Companies for the generous
sponsorship of ice cream
Ms. Wong Pei Wen for facilitating the conference and guiding the WKW
Engage team at every step of the way
Mr. Daryl Chew for his invaluable support and advice on event logistics
and publicity
Mr. Tan Boon Huat for his assistance in the conference setup
All student ambassadors - Debra Rajwani, Kamini Manivannan, Kwok
Meng Kei, Joanne Tan, Lim Wan Qi and Melanie Heng - for their assistance
Cheak Wen Sheng for his expertise in photography and videography
And last but not least, all distinguished guests for participating in the
conference
WKW Engage Faculty Supervisor:
Ms. Wong Pei Wen
WKW Engage Committee:
Amanda Chong
Clara Chew
Paul Chew
Koh Zhi Hui
Louis Lukamto
Low Zhang Quan
Marcus Lim