This document contains summaries of presentations from a branding, advertising and marketing conference in Bangkok in 2013. It includes summaries of presentations on building a large social media following for an airline brand, using social purpose and causes to differentiate brands, the role of music in creating emotionally engaging ads, the importance of content marketing and using data to gain insights before product launches. Tips included moving fast with insights, embracing data to serve customers better, and focusing marketing content on relevance, originality, impact and being insightful.

1. BRANDING ADVERTISING & MARKETING, BANGKOK 2013BRANDING ADVERTISING & MARKETING, BANGKOK 2013BRANDING ADVERTISING & MARKETING, BANGKOK 2013BRANDING ADVERTISING & MARKETING, BANGKOK 2013
Notes on presentationsNotes on presentationsNotes on presentationsNotes on presentations
Aida Abdul RazakAida Abdul RazakAida Abdul RazakAida Abdul Razak
This means “check this out”

2. Ali Bullock,
Director Corporate
Communications, Dow
Jones Hong Kong
How I Built the
Cathay Pacific
social media
experience from
1 fan to 40
million.
Cathay Pacific Social Media ObjectiveCathay Pacific Social Media ObjectiveCathay Pacific Social Media ObjectiveCathay Pacific Social Media Objective
• Elevate Brand
• Be a customer service channel
• Be a promotions channel
• Celebrate Hong Kong
• Get feedback
Success factor : 100,000 fans in 1.5 years
Tips :Tips :Tips :Tips :
1. Very easy to turnaround upset
customers – just do it quickly
2. Sign off the post in your own name
3. Don’t be afraid to make mistakes,
apologise, delete and move on,
speed and accuracy is key
“Social media is
your brand in
the consumers’
hands.”
#findgreatness
Technologyreview.com > most
Powerful Emotions on Social Network
Revealed
Ted.com/talks/don_tapscott_four_prin
ciples_for_the_open_market
Insights:Insights:Insights:Insights:
• Must have a crisis
management comms plan
• During incidents, news
journalists look to social
media as a source of news. Be
that source
• Give friendly sites (FB/blogs)
a “Fan of your brand” logo /
badge

3. Aseem Puri
Marketing Director
Unilever Singapore
Unilever ObjectivesUnilever ObjectivesUnilever ObjectivesUnilever Objectives
• Increase business
• Lessen environmental footprint
• Increase social impact
Insights:Insights:Insights:Insights:
1. Quality and price are the same
across brands, the differentiation
is SOCIAL PURPOSE
2. Marketing is finding a truth and
sharing it.
3. Socio-marketing = Be a Best
Friend
To Create Differentiation:To Create Differentiation:To Create Differentiation:To Create Differentiation:
1. Support Others to do good
2. Own a Cause
3. Living A Purpose
Formula : Creating a Social PurposeFormula : Creating a Social PurposeFormula : Creating a Social PurposeFormula : Creating a Social Purpose
Who do we
serve? What is their
issue that we
want to own?
What
standpoint do
we want to
take? What is OUR
purpose in this
issue?
Find a partner
/ ally / NGO
Commit $$,
Time & Effort
for long term
purposeYouTube : DOVE Ad Makeover
YouTube : DOVE Real Beauty Sketches
None of us
is as dumb as
all of us
Power of
Purpose-Driven
Marketing in
the Digital Age

4. Diederik van Middelkoop
Creative Director
MassiveMusic Shanghai
In GUT we
trust
World Science Festival,
Bobby McFerrin
Notes & Neurons
“In Search of the
Common Chorus”
Drama &
Aesthetic
Drama &
Aesthetic
Branding &
Image
Branding &
Image
A Dynamic
Balance
A Dynamic
Balance
50% of this balance is music’s contribution to trigger emotion for all 4
components to jive together and touch the heart / mind of the viewer.
Parle Mango Juice advert featuring Shah Rukh Khan
PS Vita ad – Play in New Ways
Nike Run China ad – about how a woman sees herself.
How music makes the ad:How music makes the ad:How music makes the ad:How music makes the ad:----
BRANDSBRANDSBRANDSBRANDS
BANDSBANDSBANDSBANDS
FANSFANSFANSFANS
Insight:Insight:Insight:Insight:
Establish a Brand-Band-Fans
connection through music
(NOTE: DONE THAT!)

5. Ted.com/talks/don_tapscott_four_principles
_for_the_open_market
Panel session: Town hall debate on social media and the changing demands of global consumers.
Social Media nudifies
companies. Naked
companies need to get
BUFF with
Honesty
Credibility &
Expertise

6. Nabil Chebbi
Marketing & Operation
Leader, Microsoft
Thailand
Content is king
but DATA is
queen
So, I’m a tech guy.
mobile
cloud
social
EEEE
NNNN
AAAA BBBB
EEEE
LLLL
BIG DATA
Get more insights before a product is launched... From..Get more insights before a product is launched... From..Get more insights before a product is launched... From..Get more insights before a product is launched... From..
1.Employees - using an internal social tool (like 1intra)
2.Data Visualisation tools such as Windows AZURE marketplace
3.New insights, new data mash-ups and finding new patterns on
behaviour, demographics, usage, needs.
Insight:Insight:Insight:Insight:
Embrace Insights
Move FAST Move FIRST
Accelerate Broad adoption (across LOBs)
U got a problem?

7. Paras Sharma
Vice President
Sports Fox International
Channels
Content
Marketing
Revolution
•Kate Spade
•P&G Home Made Simple
•Lowe
•General Mills Tablespoon
•Coke Studio
•ESPN Football Clock
I can be Paras Sharma
Age of GEN Creators Curators Connectors Community
Moving from...
EXPOSURE to ENGAGEMENT
USER to EVANGELIST
What is Content? Staff stories * product info * service info * shop design
* company values * customer feedback * advertising
What is Content Marketing? Create, publish, share relevant and
compelling content to a buyer, focusing on all stages of buying process
from brand awareness to evangelism.
GOALSGOALSGOALSGOALS
Know yourKnow yourKnow yourKnow your
CustomerCustomerCustomerCustomer
ServeServeServeServe msgmsgmsgmsg atatatat
the right timethe right timethe right timethe right time
right placeright placeright placeright place
Have ContentHave ContentHave ContentHave Content
ReadyReadyReadyReady
HaveHaveHaveHave
ChannelsChannelsChannelsChannels
readyreadyreadyready
Have aHave aHave aHave a
Calendar ofCalendar ofCalendar ofCalendar of
ContentContentContentContent
Have a TeamHave a TeamHave a TeamHave a Team
TRENDSTRENDSTRENDSTRENDS
* Video* Video* Video* Video
* Co* Co* Co* Co----
creationcreationcreationcreation
* Bite* Bite* Bite* Bite----sizedsizedsizedsized
contentcontentcontentcontent
* B on Mobile* B on Mobile* B on Mobile* B on Mobile
**** SyndicatSyndicatSyndicatSyndicat’’’’nnnn
* Analytics* Analytics* Analytics* Analytics

8. Dan Zonmani CEO
Lowe Bangkok
Learning from
Winners!
superbowlads.org
TOP International Award ShowsTOP International Award ShowsTOP International Award ShowsTOP International Award Shows
Insight:Insight:Insight:Insight:
You Need to Narrow
Down Your Message :
Relevance.Relevance.Relevance.Relevance.
Originality.Originality.Originality.Originality.
Impact.Impact.Impact.Impact.
Insightful.Insightful.Insightful.Insightful.
Whaaaaat!?
There is No Formula.
Find the Compelling Truth
About Your Brand.
Judge Your Work Like a
Human Being not as Client
Don’t pretend to GET
IT when you don’t.
Ask AGENCY to leave the
room after a pitch.
People Listen to
People NOT Ads
Be Culturally
Connected
Don’t throw everything at
the customer in an ad
Cannes Lions D&AD
London
International
TOP Regional Award ShowsTOP Regional Award ShowsTOP Regional Award ShowsTOP Regional Award Shows
ADfest
Spikes Asia
AWARD awards
The Work Annual