SUBIC – Not even the previous night’s merrymaking could stop the Ad Summit delegates from making it to the second series of talks, which kicked off at 10 a.m.
In their talks, the day’s speakers focused on bringing a human element to marketing, beginning with Omnicom Asia Pacific CEO Cheuk Chiang, who spoke about the ten different ways to tell a challenger story. “Digital, social media allows challenger brands with low budgets to reach consumers,” Chiang said, adding that challengers are not necessarily the small companies. “It’s no longer about reaching the thousands. Now we have the opportunity to reach the one.”
Chiang also said that it’s important for brands to remain true to their identity. “What’s really important is to take a stance and stick by it. It’s not about being number one,” he said.
Chiang was followed by DM9JaymeSyfu chief creative officer Merlee Jayme, who talked about how creativity can make a difference to humanity. “We create to solve our brand’s problems,”Jayme said. As she spoke, Jayme shared case studies for various campaigns such as ‘Liking Isn’t Helping,’ ‘Marketplace for words,’ and ‘Bury the Past.’
She also talked about DM9’s multi-awarded campaign, Smart ‘TXTBKS,’ which turns old mobile phones into textbook e-readers for public school children. “The world is asking us to share it with them,” Jayme said, sharing that the agency has teamed up with a publisher to make story books viewable on old phones for orphan kids. Jayme stressed the importance of creating campaigns with a higher purpose. “The creative mind can do wonders. But never underestimate the power of the creative heart,” she said.
After a lunch sponsored by the Manila Broadcasting Corporation, the seminars resumed with We Are Social regional managing partner Simon Kemp, who talked about social brands as the future of marketing. “Brands need to build communities,” Kemp said, adding that brands must build strategies around passions and interests that bring people together. “To succeed in the future, brands need to get into people’s heads and hearts,” he said.
Brands who give back proactively are seen as generous and inspiring, Kemp said. “Stop obssessing about making better things. Make things better.”
Kemp also highlighted the power of social media and the importance of leveraging mobile. “If you’re not on mobile, you’re standing still,”he said. “If your strategy doesn’t come to life on mobile, it’s not going to come to life at all.”
Closing the day’s sessions was PLDT EVP and head of Home Business Ariel Fermin, who stressed the need to go back to basics when it comes to marketing, especially marketing technology.
Fermin said that brands must focus on “marketing love and selling relationships,” outlining five ways to do so:
1. Be trustworthy.
2. Be made for each other.
3. Action not words.
4. Be a partner.
5. Surround your consumers with love.
“When you focus on the ever-changing, your communication becomes obsolete. When you focus on the never-changing, your communication will last forever,” Fermin said.
An ABS-CBN-sponsored dinner followed the final talk, capping off yet another enlightening day at the Ad Summit.
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