HKTDC’s MarketingPulse conference debuts in March

Dramatic advances in technology have empowered the customer to a level that arguably exceeds that of the marketer and creative. Essentially, whoever responds to the customer best will win in the digital age.

Organised by the Hong Kong Trade Development Council (HKTDC), MarketingPulse, a regional premium conference for marketers and brands, will debut on 21 March at the Hong Kong Convention and Exhibition Centre (HKCEC), featuring world-renowned brand owners, marketing and advertising experts and top creative minds.

The inaugural event is tailored for corporate executives, brand representatives as well as marketing and advertising agency representatives to hear about the latest marketing strategies and trends.

Simplicity at its best

Speaking at the session “The brands’ stories” will be iconic Japanese retailer and lifestyle brand MUJI’s director Kei Suzuki.

Suzuki thinks that MUJI’s strong brand identity is at the core of its marketing strategy, adding consistency is the key to successful branding, “we make sure that MUJI concept is well translated into campaigns and branding activations”.

The minimalist brand will also be talking about the concept behind its latest MUJI Hotel, on how it connects travellers to local people and places and framing traveling as a natural part of daily life.

Creative minds

On the agency front, Joshua Grossberg, group creative director of McCann New York will share his insights on how creative innovation shapes new frontiers to market the brands, enhance the user experience and brand loyalty through new immersive experience.

Grossberg is behind the successful 2016 Lockheed Martin promotional campaign “The field trip to Mars,” which used virtual reality (VR) technology to lead a group of primary-school students on a Martian adventure. The groundbreaking promotional campaign, which successfully leveraged cutting-edge technology, captivated the industry and the media, earning the agency numerous advertising awards, including the NYF Advertising Awards and the Webby Awards.

While many brands and firms are looking to break into the Chinese market, 3water Li, founder of W will share his insights on the unique China market and how the agency’s strategies match the mainland customers’ appetite.

He thinks good marketing should be marketing that “does not look like marketing” and there should be no mentioning of any brand or even mentioning of any brand owner.

More insight from international brands:

– Sara Riis-Carstensen, head of global branding, De Beers
– Mahmoud Salahy, general manager, The North Face, China
– Tony Chow, regional director, creative & content marketing, Asia Pacific, Marriott International
– Evan Greene, chief marketing officer, The Recording Academy (The GRAMMYs)
– Beverly W Jackson, vice president, social portfolio strategy, MGM Resorts International

Insider marketing tips from top agencies:

– Spencer Wong, chairman & chief creative officer, McCann & Spencer
– Peter Lefebvre, creative director, Leo Burnett
– JiPeng Men, vice president,
– Kazuhiro Shimura, creative director, Dentsu Inc
– Assaf Tarnopolsky, director, marketing solutions, South East Asia, North Asia & Japan, LinkedIn

Check out the full schedule here.

Exhibition and business-matching service to generate concrete business opportunities MarketingPulse will feature an “exhibition zone”, gathering digital marketing and innovative companies to showcase new marketing strategies, technologies and solutions, and to demonstrate Hong Kong’s marketing prowess.

On-site business-matching will arrange one-on-one meetings for brands and exhibiting marketing agencies to explore collaboration opportunities. In addition, the HKTDC will organise various networking events for brand representatives and marketing companies to exchange intelligence and build networks.

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