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10 Things you'll learn at Spikes Asia 2018
adobo magazine, September 3, 2018 | 3:37pm

SINGAPORE - A selection of the answers and takeaways that you can expect from this year’s exciting programme of sessions.

1. How to reach a wider audience using creative technology.

Facebook

Community has always been at the heart of the best creative technology. From the radio to the internet, what really matters is how new technologies bring people together. In these changing times, how can marketers reach audiences with ideas that inspire? Hear from Andrew Keller, Facebook Creative Shop's Global Creative Director, on how community and technology have forged our common past and will define our creative future.

2. Why "un-stereotyping" is so important in advertising.

Unilever 

Why is gender stereotyping still such an issue for advertisers? This session will look at unleashing creativity through the elimination of stereotypes in advertising. With a focus on gender equality and intersectionality, the session will address the economic and social case for ‘unstereotyping’ ads and promoting progressive portrayals of people, especially at a market level.

Through the lens of brands tackling stereotypes and making a difference, the presentation will include success stories, tangible business results, best practices, and regional insights. This will provide marketers with actionable tips on how to bring about change in their own organisations, as well as state the case for why we need cross-sector collaboration to drive positive change.

3. How voice, AI, AR and lens will change the homes we live in.

Unruly

The new ambient technologies like Voice, AI, AR and Lens will bring a shift in the relationship between brands, publishers and the consumers they're trying to reach. As new screens and technologies enter the home of the future, trust is about to become the most valuable asset a brand can build. What does the future of advertising in the ambient era look like, and how much do consumers really trust brands to look after their data?

Award-winning Unruly futurist Elena Chochero presents the ambient era of advertising and what the home of the future will look like, while Unruly APAC's Phil Townend shares case study examples and newly-published research into consumer trust.

4. What the marketing communications landscape will look like in five years-time.

Thinkerbell

The marketing communications landscape is experiencing the greatest shifting of sands since media and creative parted ways in the 1990's. Today we see the influx of consultancies moving into the creative and media agency space - changing the game for everyone.

Two of Australia's most respected practitioners Adam Ferrier from Thinkerbell, and Russel Howcroft from PwC will project forwards 5 years into the future and take us through who are the winners and losers of the new marketing communications landscape. The talk will also explore what others can learn from PwC's investment into Thinkerbell, what they've learned over the last year of operation, and what's next for the consultancy/agency relationship best described as 'friends with benefits'.

5. Cut innovative - How brands are creating mobile campaigns to reach Gen Z.

SNAP INC

Snapchat's Global Head of Creative Strategy, Jeff Miller demonstrates how innovative brands lead the way in mobile - creating iconic campaigns, rooted in AR, that drive cultural and business impact.

6. Why we should treat a brief as an invitation to come up with a new product or service.

Mindscapes

What if agencies stop thinking of themselves as creators of advertising? In today’s reality, creative agencies can do much more than advertising. Agencies can use their creative assets to generate new business by creating innovative products and services for their clients. Products, which are born from the brand story or the brand idea, thereby translating the brand narrative into new business opportunities.

Surprising as it may sound, there is a precise methodology for generating such ideas.

This talk presents some of the most inspiring, creative, business generating and award-winning ideas, and the specific methodology and thinking tools behind these ideas.

7. How Tokyo 2020 is an opportunity to listen to your audience.

MullenLowe Group Japan 

The Tokyo Olympics present a unique opportunity to observe consumer behaviour and understand cultural themes that are only exposed once every four years. In this session, MullenLowe Group Japan will reveal what they have learned from examining the digital footprint of the last Summer Games as well as proprietary data owned by Eurosport.

This is the right time for brands to start thinking about the Tokyo Olympics as an opportunity to listen rather than speak to consumers in order to create an unfair share of attention. Leave this session with a clear idea on how you can use the Olympics opportunity to create powerful data about your customers and how to identify cultural insights relevant to your brand in a totally innovative way.

8. Insight into the innovations shaping everyday life in China.

Jones Knowles Ritchie

As China fast becomes the world’s global superpower, a competitive appetite for volume, scale and speed has cultivated an entrepreneur-driven hotbed for innovation in service, product and technology.

Jones Knowles Ritchie Shanghai’s founder René Chen likens China’s current landscape to a circus of colour, chaos and bright lights, with brands as ringleaders shouting for the consumer’s attention. But what does this all mean for creative innovation? And how can brand marketers keep up?

Drawing on her unique insider/outsider perspective as a Hong Kong native having lived in Europe and North America, René will unpack key lessons from the latest stand-out innovations in China – from overnight success HeyTea as a product sensation to the cult of Wai Mai.

9. An understanding of the impact of voice tech on Asia-Pacific consumer behaviour.

iProspect

We know that voice search is growing. ComScore famously predicted that more than 50 percent of searches will be voice-based by 2020 – and this is quickly becoming reality. As consumer expectations around service continue to grow, brands will be defined not by what they say about themselves, but by the service experience they deliver.

iProspect has commissioned a piece of bespoke research that looks at Voice adoption and usage in Australia, China, India, Indonesia, Japan and Singapore. Join them for an in-depth look into these findings and what this means for brands when crafting their 2019 voice strategy.

10. How to create a powerful brand culture in emerging Asia

Iris Worldwide

2018 has been a big year for Hip-Hop. Illicit love affairs with US Presidents to Kendrick Lamar winning the Pulitzer Prize. Hip-Hop has become a powerful force. Whilst everyone is looking to the West, a new breed of artists is emerging from the East. Performers that aren’t hustling our feeds with cheap stunts (and facial tattoos). But true creatives who have had to fight censorship, stereotypes and cultural biases to stay true to their craft. Who are now getting the fame that they deserve.

Join Luke Nathans as he talks with Viet Max - Vietnams Hip-Hop OG sharing their views on what it takes to create powerful brand cultures in emerging Asia.

10 Things you'll learn at Spikes Asia 2018

SINGAPORE - A selection of the answers and takeaways that you can expect from this year’s exciting programme of sessions.

1. How to reach a wider audience using creative technology.

Facebook

Community has always been at the heart of the best creative technology. From the radio to the internet, what really matters is how new technologies bring people together. In these changing times, how can marketers reach audiences with ideas that inspire? Hear from Andrew Keller, Facebook Creative Shop's Global Creative Director, on how community and technology have forged our common past and will define our creative future.

2. Why "un-stereotyping" is so important in advertising.

Unilever 

Why is gender stereotyping still such an issue for advertisers? This session will look at unleashing creativity through the elimination of stereotypes in advertising. With a focus on gender equality and intersectionality, the session will address the economic and social case for ‘unstereotyping’ ads and promoting progressive portrayals of people, especially at a market level.

Through the lens of brands tackling stereotypes and making a difference, the presentation will include success stories, tangible business results, best practices, and regional insights. This will provide marketers with actionable tips on how to bring about change in their own organisations, as well as state the case for why we need cross-sector collaboration to drive positive change.

3. How voice, AI, AR and lens will change the homes we live in.

Unruly

The new ambient technologies like Voice, AI, AR and Lens will bring a shift in the relationship between brands, publishers and the consumers they're trying to reach. As new screens and technologies enter the home of the future, trust is about to become the most valuable asset a brand can build. What does the future of advertising in the ambient era look like, and how much do consumers really trust brands to look after their data?

Award-winning Unruly futurist Elena Chochero presents the ambient era of advertising and what the home of the future will look like, while Unruly APAC's Phil Townend shares case study examples and newly-published research into consumer trust.

4. What the marketing communications landscape will look like in five years-time.

Thinkerbell

The marketing communications landscape is experiencing the greatest shifting of sands since media and creative parted ways in the 1990's. Today we see the influx of consultancies moving into the creative and media agency space - changing the game for everyone.

Two of Australia's most respected practitioners Adam Ferrier from Thinkerbell, and Russel Howcroft from PwC will project forwards 5 years into the future and take us through who are the winners and losers of the new marketing communications landscape. The talk will also explore what others can learn from PwC's investment into Thinkerbell, what they've learned over the last year of operation, and what's next for the consultancy/agency relationship best described as 'friends with benefits'.

5. Cut innovative - How brands are creating mobile campaigns to reach Gen Z.

SNAP INC

Snapchat's Global Head of Creative Strategy, Jeff Miller demonstrates how innovative brands lead the way in mobile - creating iconic campaigns, rooted in AR, that drive cultural and business impact.

6. Why we should treat a brief as an invitation to come up with a new product or service.

Mindscapes

What if agencies stop thinking of themselves as creators of advertising? In today’s reality, creative agencies can do much more than advertising. Agencies can use their creative assets to generate new business by creating innovative products and services for their clients. Products, which are born from the brand story or the brand idea, thereby translating the brand narrative into new business opportunities.

Surprising as it may sound, there is a precise methodology for generating such ideas.

This talk presents some of the most inspiring, creative, business generating and award-winning ideas, and the specific methodology and thinking tools behind these ideas.

7. How Tokyo 2020 is an opportunity to listen to your audience.

MullenLowe Group Japan 

The Tokyo Olympics present a unique opportunity to observe consumer behaviour and understand cultural themes that are only exposed once every four years. In this session, MullenLowe Group Japan will reveal what they have learned from examining the digital footprint of the last Summer Games as well as proprietary data owned by Eurosport.

This is the right time for brands to start thinking about the Tokyo Olympics as an opportunity to listen rather than speak to consumers in order to create an unfair share of attention. Leave this session with a clear idea on how you can use the Olympics opportunity to create powerful data about your customers and how to identify cultural insights relevant to your brand in a totally innovative way.

8. Insight into the innovations shaping everyday life in China.

Jones Knowles Ritchie

As China fast becomes the world’s global superpower, a competitive appetite for volume, scale and speed has cultivated an entrepreneur-driven hotbed for innovation in service, product and technology.

Jones Knowles Ritchie Shanghai’s founder René Chen likens China’s current landscape to a circus of colour, chaos and bright lights, with brands as ringleaders shouting for the consumer’s attention. But what does this all mean for creative innovation? And how can brand marketers keep up?

Drawing on her unique insider/outsider perspective as a Hong Kong native having lived in Europe and North America, René will unpack key lessons from the latest stand-out innovations in China – from overnight success HeyTea as a product sensation to the cult of Wai Mai.

9. An understanding of the impact of voice tech on Asia-Pacific consumer behaviour.

iProspect

We know that voice search is growing. ComScore famously predicted that more than 50 percent of searches will be voice-based by 2020 – and this is quickly becoming reality. As consumer expectations around service continue to grow, brands will be defined not by what they say about themselves, but by the service experience they deliver.

iProspect has commissioned a piece of bespoke research that looks at Voice adoption and usage in Australia, China, India, Indonesia, Japan and Singapore. Join them for an in-depth look into these findings and what this means for brands when crafting their 2019 voice strategy.

10. How to create a powerful brand culture in emerging Asia

Iris Worldwide

2018 has been a big year for Hip-Hop. Illicit love affairs with US Presidents to Kendrick Lamar winning the Pulitzer Prize. Hip-Hop has become a powerful force. Whilst everyone is looking to the West, a new breed of artists is emerging from the East. Performers that aren’t hustling our feeds with cheap stunts (and facial tattoos). But true creatives who have had to fight censorship, stereotypes and cultural biases to stay true to their craft. Who are now getting the fame that they deserve.

Join Luke Nathans as he talks with Viet Max - Vietnams Hip-Hop OG sharing their views on what it takes to create powerful brand cultures in emerging Asia.