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Opening Session

Hong Kong Trade Development Council

Margaret Fong

Executive Director

WELCOME REMARKS

<p>In this illuminating talk, Zack will unveil the future of AI applications in marketing, share his insights on the boundless possibilities of AI, and provide brands and creative agencies with tools to navigate its complexities. Join us to gain foresight and direction to find clarity in a sea of noise, empower yourselves to stay ahead, and thrive in the ever-evolving global marketing arena.</p>

Dialogue with OpenAI’s recent Head of Go-to-Market: Navigating the AI Future in the Global Marketing Arena

AI Futurist

Zack Kass

OpenAI (2021 – 2023)

Head of Go To Market

SPEAKER

KPMG China

Anson Bailey

Head of Consumer & Retail, Asia Pacific

MODERATOR

<p>Join us for an interesting panel discussion as we delve into effective PR strategies for engaging both the Gen Alpha and Silver Hair markets, opposite ends of the age spectrum. Our esteemed panel features renowned academics and industry experts, including marketing experts from renowned universities, and PR professionals from global 4As and conglomerates. Discover valuable insights into innovative PR tactics to captivate these crucial consumer segments and foster brand loyalty. Don&#39;t miss this opportunity to gain a competitive edge in today&#39;s fiercely competitive marketplace.</p><div class="text-level-headline Accordion_memberTitle mt-5">In association with</div><div class="mt-3"><img src="https://vep-conference.hktdc.com/conference/mp/wp-content/uploads/sites/45/2023/02/prpa-logo_150x750.webp" /></div>

From Digital Natives to Veteran Consumers: PR Strategies for Engaging Gen Alpha and the Silver Hair Market

School of Journalism and Communication, Peking University

Prof. Gang Chen, Ph.D.

Journalism Research Society, Peking University

Chairman

Peking University

Director, Creative Communication Management, Research Center

China Advertising Association

Chairman, Academic and Education Committee

Dean

The Chinese University of Hong Kong

Prof. Anthony Fung

Professor, School of Journalism and Communication

Ogilvy Public Relations & Influence

Clara Shek

President, Hong Kong & Asia Corporate Reputation Practice Lead

SPEAKERS

Public Relations Professionals Association

Agnes Hui

The Wharf Group

Head of Corporate Communications

President

Exhibition on Marketing & e-Tailing Solutions

Unlock the secrets to captivating affluent consumers with our marketing and branding veteran from Curiosity China & FARFETCH. Join us as we delve into the world of next-level luxury engagement, where omni-channel strategies take center stage. Discover how to harness the power of multiple channels to create immersive brand experiences and forge deep connections with discerning consumers. Gain valuable insights and actionable strategies to elevate your luxury brand and stay ahead in the ever-evolving landscape of affluent consumer engagement.

Next-Level Luxury Engagement: Harnessing Omni-Channel Strategies to Captivate Affluent Consumers

CuriosityChina & Farfetch

John W. Danzi

Head of Partnerships APAC

<p>Join us as industry titans, The Sandbox, Alibaba, and Swapifly, converge on a single stage to unravel the secrets of the next wave of digital commerce. From virtual economies to rare treasures, this power-packed panel discussion will illuminate the path towards unparalleled growth, revealing the untapped potential of eCommerce in 2023 and beyond. Get ready to dive into the future of retail, where innovation meets opportunity!</p><div class="text-level-headline Accordion_memberTitle mt-5">In association with</div><div class="mt-3"><img style="margin-right: 30px" alt="Hong Kong Federation of E-Commerce" src="https://vep-conference.hktdc.com/conference/mp/wp-content/uploads/sites/45/2024/02/hkfec-logo.webp" /><img alt="HKFLC" src="https://vep-conference.hktdc.com/conference/mp/wp-content/uploads/sites/45/2024/01/hkflc-logo.webp" /></div>

eCommerce in 2030

Alibab Auction

Yang Wang (Tang Zhan)

TAOBAO & TMALL GROUP

Director, Small and Medium Enterprise Development Centre

The Sandbox

Erich Wong

Head of Growth (Hong Kong)

Hong Kong Federation of E-Commerce

Joseph Yuen

Swapifly Limited

Founder & CEO

Data Literacy Association

Dr Toa Charm

Founding Chairman

<p>Embark on a captivating exploration of purpose-driven branding as we uncover Nike&#39;s extraordinary journey of defining purpose through groundbreaking initiatives. Join Ibby, former Brand Defining &amp; Purpose Marketing Director at Nike, as he unveils the innovative strategies that have allowed Nike to shape and embody purpose on a grand scale. From their trailblazing work on Nike Home, providing solace for displaced individuals through the power of sport, to their transformative collaborations with iconic athletes. Ibby will also drive from his experience as the marketing consultant of Arsenal Football Club, Cristiano Ronaldo and Neymar Jr, to share invaluable insights into how leading brands can redefine purpose and drive meaningful change.</p><p>Hosted by WE ARE Pi, a renowned independent creative agency, this session presents a unique perspective on the profound impact of purpose-driven branding and its potential to leave a lasting legacy.</p>

From Inspiration to Intent: How Nike uses its platform to serve communities

PT Putragaya Wahana (Present)

Ibby Abutarboush

Arsenal Football Club (2023 - 2024)

Brand Marketing Consultant

NIKE (2021 – 2022)

Brand Defining & Purpose Marketing Director (EMEA)

Júnior (2017 – 2018)

Marketing Director for Cristiano Ronaldo & Neymar

WE ARE Pi

Patrick Garvey

Founding Partner

<p>This seminar focuses on the rise of Guochao (national trends) and explores brand opportunities from a marketing perspective. We have invited industry experts and executives from renowned brands to delve into various aspects of Guochao, including its definition, market opportunities and challenges, and multiple dimensions, such as products, target audience, distribution channels, intellectual property, marketing and capital. Through in-depth discussions, we will examine the opportunities Guochao provides for brands and provide valuable insights and practical recommendations for brand development. Join us in this seminar to explore the fascinating world of Guochao and gain valuable insights into opportunities for brand success.</p>

The Rise of National Trends: Exploring Brand Success and Opportunities from a Marketing Perspective

Yatsen Group

Jane Mai

Head of Corporate PR and Image Management

Shanghai No.1 National Musical Instrument Co., Ltd.

Li Zhou

Deputy General Manager

Alfilo Brands

Lisa Zhang

Co-founder

WE Marketing Group

Prof. Viveca Chan

Founder & Chairman

<p>This session is dedicated to exploring the immense potential of the Gen Alpha market and equipping brands with everything they need to know. Discover the unique characteristics, preferences, and behaviors of this influential generation, set to become the most digitally connected and influential to date. Razorfish, a globally renowned agency, will unveil the latest research on Gen Alpha's consumer behavior and provide valuable insights into how brands can effectively tap into this market. Additionally, Moonbug Entertainment, the powerhouse behind popular IP, like Blippi and CoComelon, will share their success stories and insights into effectively engaging Gen Alpha through captivating content and digital platforms. </p>

Gen Alpha: Everything that Brands Need to Know

Moonbug

Simon Barnett

Director of Brand Partnerships & Advertising

Razorfish

Dani Mariano

Darren Chuckry

Executive Director of Content Innovation

<p>Join Karen Cheng, the Head of Social at 9GAG, for an insightful fireside chat exploring the transformative impact of memes on brand engagement and content creation in the Web3 era. Gain unique insights into 9GAG&rsquo;s influential role as a global digital and social media publisher with a vast audience. Delve into Memeland, 9GAG&rsquo;s pioneering web3-focused venture studio, where creators and communities are connected through creativity, the $MEME token, and NFTs. Discover how memes have emerged as a powerful driving force in modern communication and their role in reshaping the future of brand marketing. Don&rsquo;t miss this opportunity to uncover the secrets behind memes&rsquo; revolution in the digital landscape.</p>

How Memes are Shaping the Future of Brand Engagement & Content Creation in the Web3 Era

9GAG & Memeland

Karen Cheng

Head of Social

Darewise Entertainment

Timothée Semelin

Marketing & Ecosystem Director

<p>Nick Cheuk, winner of the Best New Director Award at the 60th Golden Horse Awards for his film Time Still Turns the Pages, will share his journey in pursuing his dreams and his unique insights on creativity and creation. Aspiring creatives, advertising and marketing professionals, and young person interested in film production and creative expression are welcome to join this enlightening dialogue.</p>

Unleashing Dreams and Creativity: In Conversation with Nick Cheuk, Director of Time Still Turns the Pages

“Time Still Turns the Pages” – Director & Screenwriter, “Paradox” – Screenwriter

Nick Cheuk

The 60th Golden Horse Awards - Best New Director

The 17th Asian Film Awards - Best New Director

Akina Fong

<p>Prepare for a glimpse into the future as we explore the convergence of K-pop and technology in the realm of marketing. Our speaker, the Chief Ecosystem Officer of Naver Z Corp, will unveil upcoming trends and tech that will enable brands to harness the power of K-pop in innovative ways. From Web3 to Virtual Human, the Metaverse, and beyond, discover how these cutting-edge technologies will revolutionize the fan experience, content creation and brand storytelling. Join us on this thrilling journey into the next frontier of marketing innovation.</p>

The Next Frontier of Marketing with K-pop and Cutting-Edge Technologies

Naver Z Corp (ZEPETO)

Jungsuk Jay Lee

Chief Ecosystem Officer (2021 – 2024)

<p>Tommie Lo, founder of Preface and a former Obama election aide, will share his views on entrepreneurship and his dynamic career. He will also explore the future application of artificial intelligence (AI) in marketing and advertising, offering valuable insights and inspiration to those who are interested in these areas. </p>

Entrepreneurship in the AI Era: In Conversation with Tommie Lo, Founder of Preface

Preface

Tommie Lo

<p>Led by JING DAILY, a digital media company renowned for its deep understanding of the luxury market in Mainland China, this session aims to shed light on the robust market potential presented by China’s affluent and sophisticated silver generation, and to equip marketers with the knowledge and strategies necessary to effectively engage them. Join us to discover how brands can effectively tap into this specific market segment and understand their unique consumption behaviors and preferences.</p>

Unveiling China's Booming Silver Generation and Winning Strategies for Brands

Jing Daily

Wenzhuo Wu

China Managing Editor

growforce

Clement Yip

Founder & Managing Partner

<p>Join Bradley Horowitz, CEO of Malin+Goetz, as he shares the brand marketing strategies that propelled them from a boutique beauty brand to a globally renowned genderless clean beauty icon. Discover how they leveraged innovative marketing techniques, O2O channels, and brand storytelling to captivate audiences worldwide and build a loyal customer base. Gain valuable insights into their marketing playbook and learn how to apply their principles for success to your own brand.</p>

Marketing Mastery: Malin+Goetz’s Journey from Boutique Beauty Brand to Global Genderless Beauty Icon

MALIN+GOETZ

Bradley Horowitz

Ruder Finn Interactive

David Ko

Managing Director

<p>Senior executive from Kweichow Moutai will share their innovative strategies and marketing tactics to introduce baijiu (Chinese traditional white wine) to young customers, such as cross-brand collaboration, and product innovation, etc.. They will also discuss the characteristics of young consumers in the Mainland, and the outlook, challenges and opportunities presented by this market segment.</p>

Brand Rejuvenation: Capturing the Hearts of Mainland China’s Young Generation

Kweichow Moutai Group Co., Ltd.

Yinan Wang

Kweichow Moutai Co., Ltd.

Director of Digital and Information Management Centre and iMoutai Department

Kweichow Moutai (Group) Culture and Tourism Co., Ltd.

Xunfeng Technology (Guizhou) Co., Ltd.

Deputy Director, Information Management Department

<p><i>*No S.I. service will be provided</i></p>

Joining the Advertising Industry and Starting Your Own Business: In Conversation with KK Tsang, CEO of The Bees, and his young talents