MarketingPulse x eTailingPulse 2023 - Hear from industry’s best to master the future

Next-gen marketers are disrupting as never before, enticing customers to blindly vie for collectibles and creating virtual brand ambassadors with super star power.

But what does this mean for legacy brands that have built their global dominance through tried-and-tested approaches? Should they too build their own next-gen box of marketing tricks?

Get inspiration from seasoned and next-gen marketers who will gather under one roof at MarketingPulse x eTailingPulse 2023, on 15 March at the Hong Kong Convention and Exhibition Centre, to map the way forward and determine how to “Master the Future”.

Hear from seasoned marketers, notably Dennis Chan, co-founder, chairman and creative director of the legendary jewellery brand, Qeelin; Mauro Porcini, SVP and global CDO of PepsiCo; Margareth Henriquez, PhD, and Clément Brunet-Moret, global and APAC CEO of Baccarat respectively; and Carmen Chiu, regional managing director, APAC of Fortnum & Mason.

They will share the forum with next-gen brand pioneers including Gaëtan Belaud, global head of ads resellers of Spotify; Alex Zhou, chief customer officer of Chinese toy giant POP MART that made blind boxes a craze; and Louisa Zhu, co-founder & CEO of Meta Human Centre of RM GROUP, creator of AYAYI, the first hyper-realistic virtual human in China.

Flash in the pan or here to stay? 

It was unthinkable not that long ago that customers could be driven into a buying frenzy even though they didn’t know exactly what they were buying. That was before POP MART made “blind boxes” a global phenomenon after the concept took off in mainland China. Now a HK$7bn Hong Kong-listed company, POP MART is luring more and more customers far and wide with its luck-of-the-draw products. Its chief customer officer, Alex Zhou, will unbox the mystery of this marketing phenomenon at MarketingPulse x eTailingPulse.

Equally intriguing is the hyper-realistic virtual human, AYAYI, who became an overnight sensation, chalking up three million views for her first post. Her success is the envy of a lot of aspiring human artists and begs the question: wouldn’t it be a lot more convenient to create your own digital brand ambassador than to collaborate with human influencers with all their possible foibles? Louisa Zhu, the mastermind behind AYAYI, will have an answer. 

Also tap into the insights of Spotify’s Gaëtan Belaud about how to turn up the volume of a brand to capture the lion’s share of Gen Z’s time and attention. 

Go with the proven or try the unknown? 

Which brings us back to the question – do established brands need to be as bold as the “new kids in town” given their entrenched brand appeal? Hear from Dennis Chan, creator of legendary jewellery brand Qeelin, about storytelling to create a gem in the intricate world of luxury brand marketing. 

Baccarat’s Margareth Henriquez and Clément Brunet-Moret will elucidate how the brand known for fine crystal craftsmanship has evolved successfully through cool collaborations and lifestyle experiences.

Fortnum & Mason’s Carmen Chiu will share the secret recipe for taking the 300-year-old icon of British luxury beyond London to its first offshore flagship store in Hong Kong, with ground-breaking campaigns and online-to-offline (O2O) channels. 

Sign up now – special 65% discount for MARKETING-INTERACTIVE readers 

Don’t miss this chance to get up close and personal with fellow marketers at the in-person event on 15 March.

Sign up here now to enjoy 65% discount for MARKETING-INTERACTIVE readers with the discount code: MPR03V3P.

More information: www.marketingpulse.com.hk

About HKTDC

The Hong Kong Trade Development Council presents the HKTDC Pulse series of three concurrent conferences - MarketingPulse, eTailingPulse and EntertainmentPulse, to be held during the third week of March 2023. These three concurrent events are designed to converge business executives from across the marketing, entertainment and e-commerce sectors to network, collaborate and create. 

This article is sponsored by HKTDC.