#MarketingEventsAwards 2021 spills: IdeaFactory Advertising on digital integration in events

Launched in 2011, IdeaFactory Advertising is an agency specialised in activation and events, with a strong complement in ATL communications. According to the agency, its senior staff,  both local and expat, have a combined experience of over 60 years in the business. Some of the brands it has worked with include Canon, DeLonghi, Knorr, Lux, Nestle, Pedro, Puma, Unilever, and Vaseline. The agency was  shortlisted as a finalist at MARKETING-INTERACTIVE's Marketing Events Awards 2021 for for Best Event Response to COVID-19, and awarded gold for Best Event Branding for its Heineken Cambodia campaign. 

Sokha Chheng (pictured), CEO and founder of IdeaFactory Advertising, told MARKETING-INTERACTIVE that digital integration will play a key role in the events scene, especially post-pandemic. He also shared how the agency stayed afloat during the pandemic by shifting its focus to fostering and strengthening its relationship with clients.

This interview is done as part of MARKETING-INTERACTIVE’s winners and finalists’ interview series for Marketing Events Awards 2021. To find out more about the awards, click here. 

Tell us a little bit around how the past two years have been for you, and the steps you’ve taken to survive and thrive in a tough industry?

Chheng: I think for most agencies, the past two years were the most challenging and game changing phase. The pandemic really took a toll in our industry. Brand activations and events were put on hold, though there were opportunities but health and safety were put at risk. As a CEO, the business call to prioritise health and safety of the team and the target consumers, during the time of crisis, was the most important step for me. The team practiced due diligence in observing safety COVID-19 protocols during activations and events.

IdeaFactory also created more meaningful relationships with our clients during the crisis because that was the time when we stepped up as an agency to do extra mile and be more pro-active to ensure that our clients have maintained positioning of their brands in the market through our activation efforts with restricted movements. I put high value in maintaining good relationship in our ecosystem. We have a small but tough industry, and thriving means becoming a team player and game changer especially during time of crisis.

With markets slowly opening up, what do you think 2022 will be like for you?

Chheng: We are all optimistic for 2022, as the industry is gradually opening up, we seize this opportunity to step up and drive initiatives for our clients. It is encouraging to get project briefs during the last quarter of this year. Preparing for 2022 is also the best time to realign with the team. As the key leader, I ensure that everyone is still on the same pace and moving towards a more busy and productive year.

What are some of the new challenges you are preparing yourself for and looking to counter?

Chheng: As marketing was redefined in the age of COVID-9, I think, the greatest challenge is to adapt in the new set of rules where we target more specific consumers now based on what is relevant to them. We all know how the pandemic has awaken everyone’s purchasing behavior which led them to be more budget conscious.

IdeaFactory is preparing for digital integration and more strategic targeted executions.

In this new world that we are living in, what do you think a great event really looks like?

Chheng: I think that digital integration plays a key role in today’s world. Every event would always come with digital amplifier. It is easier to quantify success, in terms of getting data and profiling the target audience. Being in the industry for more than a decade, for me, a successful event would always come with the experience, strong recall and how the brand benefited - either by incremental sales off-take for the brand or achieving the target market share. It will always be about numbers, as to how many people talk about the event, number of attendees and most important, how the brand benefited.

What will be the role of events in the world of marketing in the future?

Chheng: I see the role of events will still be the game changer for brands. They say that first impression last. It will always differentiate brands. Every event is the beginning of a relationship with the consumer. As brands set marketing plans that ensure smooth and meaningful end-to-end consumer journey, agencies must be able to translate the right brand message and create impactful activation or event experience for every consumer. Events will always drive momentum for the brands.

I remain agile in embracing and adapting to the fast changing phase in the event industry. I lead the team to continuous learning, understanding and growth. IdeaFactory remain to be a key leader and game changer.

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