On the second day of the 11th AD STARS festival, advertising professionals are set to hear from this year’s first keynote speaker as well as over 20 insightful sessions across the Creativity, AD Tech, and Open Stages.
Keynote speaker Jeongkeun Yoo, President and CEO of Cheil, will take the stage from 3:40PM to 4:20PM to give his thoughts on “Brand Strategy in the Age of Life Share”:
As technology is rapidly developing, the paradigm of brand competition is also changing. We no longer live in an era where a Brand can simply rely on their high Market Share or Mind Share. A brand giving up its throne overnight has now become a common occurrence.
Then, what should be the new paradigm of change? Cheil suggests a new term for this matter: <Life Share>. For we are now living in an era where the importance lies upon not just sales or awareness, but how much a Brand is actually occupying ‘experiences’ in people’s lives. In fact, making experiences easier and more diverse is the biggest change that any technological advancement will bring to Branding.
Highlights from the other stages include:
Creativity Stage
11:40PM to 12:20PM: Panel Talk – “Creativity in Asia. Are We Pulling Our Weight?” with panelists Guan Hin Tay of J. Walter Thompson, Toby Talbot of Saatchi & Saatchi New Zealand, and Woon Hoh of Hakuhodo Asia Pacific and moderated by adobo magazine’s Angel Guerrero
12:20PM to 1:00PM: Strategists & Creatives: A Couples Therapy Session by Andreas Krasser, Chief Strategy Officer, DDB Group Hong Kong
1:00PM to 1:40PM: Land of the Rising Craft by Peter Grasse, Executive Producer of Mr+Positive
4:20PM to 5:00PM: Panel Talk – “Workplace Equity and Diversity” with panelists Anna Qvennerstedt of Forsman & Bodenfors, Satoko Takada of McCann, and Vasudha Misra of BBH India and moderated by Laura Swinton of Little Black Book
5:00PM to 5:40PM: Re-Ignite the Gung-Ho by Guan His Tay, Global Executive Creative Director of J. Walter Thompson
AD Tech Stage A
2:30PM to 3:20PM: Read the Changing Media Topography by Jiyong Lee, General Director of Nasmedia and Changbum Jang, Senior Managing Director of Dart Media
3:30PM to 4:20PM: Toward a Context building with Data, Tech, and Human by Jongpil Joo, Senior Manager at SK Planet and Wonju Lee, Executive Vice President of COMAS Interactive
4:30PM to 5:20PM: Two chairs talk by creative and platform by Hyunsuk Park, Head of Agency, Korea at Facebook and Byoung-ook Too, Creative Director at TBWA\Korea
AD Tech Stage B
1:30PM to 2:20PM: Using Big Data for Marketing Decision Making by Jihoon Kim, Director at Nielsen and Jinhyeong Lee, CEO of Data MKT Korea
2:30PM to 3:20PM: To get different results, start with different
perspectives from customers by Ryan Son, Creative Strategist at ROC (Reason of Creativity) and Landon Hong, VP for Global Expansion at Eureka
3:30PM to 4:20PM: Digital Outdoor Advertising Strategy as Urban Space Entertainment in the Fourth Industrial Revolution Era by Ilgi Shin, Chief of Digital Display Lab and Sanghyun Kim, Team Manager at Innocean Worldwide
5:30PM to 6:20PM: Communication business ushers in the data era where higher level of data security is in demand (New privacy law and its implication to you) by Seongcheol (Bruce) Lee, Enterprise Solution Sales Manager at Telstra and Seongduk Park, ISV Manager at Dell EMC
Open Stage
10:00AM to 1:00PM: New Stars Special Session & Conversation with Juries
1:10PM to 2:00PM: Job Mentoring: Talk with Job Mentors by Hyunjung Cho, Creative Director at Innocean Worldwide and Taezin Im, Creative Director at Cheil
2:00PM to 2:40PM: Introducing BRANDED SHORTS – Why a Film Festival Focuses on Branded Movies by Tetsuya Bessho, Founder of BRANDED SHORTS
Day 2 will be capped off with a Networking Party at Restaurant MINI, Haeundae, Busan.
