Forces of Growth
Media organisations are in a state of flux as multiple and complex forces impact business models. Holding company profits are under pressure. Digital and transparency are at a tipping point. Technology and performance require new approaches. Consultancies talk of helping brands with various aspects of the ‘customer experience’ as they extend their reach into every area of marketing. Brands are rethinking marketing spend and uneasy about the effectiveness of digital marketing, while activist investors are putting pressure on the biggest advertisers to cut spending.
Never has there been a time of greater disruption or greater potential promise for the media industry. To succeed, business leaders need to think strategically about the forces of change and innovation shaping the future, one where collaboration and agility win.
Campaign360 is committed to helping the industry’s leaders understand the implications of change and support them on the journey to shape better opportunities for business and talent.
Campaign360 attracts senior business leaders from across the media landscape. 2017 stats:
- • 90% Director level and above
- • 40% Brands
- • 45% Agencies
- • 10% Tech & Media Owners
- • 5% Service Providers
Registration and pre-conference networking
Campaign's opening remarks
Campaign Asia-Pacific welcomes you to the second annual Campaign360; an event designed to rethink our future and accelerate growth for the business of media, through the power of technology and transformation.
Through great disruption, comes great opportunity
With multiple and complex forces impacting business models, 2018 is set to be a year of great change. How are industry leaders eyeing future growth? This opening keynote session will set the scene for Campaign360, bringing the big questions to the fore and exploring the forces of growth for the business of media in Asia and globally.
Everything has changed, so why haven't we?
The media environment is moving at great speed: Media formats, the tools, the technology, the talent. Media organisational structures and traditional business models will not stand the test of time and media companies must reinvent if they are to survive. If we don’t adapt at the speed of the consumer, do we run the risk of diminishing altogether? What does being nimble even mean? This panel discussion brings together leaders from every corner of the industry to find the solution and come up with a plan. Let’s collaborate and find a way to progress.
The client view on performance and generating cost of value
Data and customer experience are at the core of everything we do in business and clients are increasingly asking their agency partners to report more than the standard metrics of digital media success. They want agencies to be more innovative in generating value. How do you define what is valuable? Where cost-per-click is no longer enough in the attention economy, it’s the what happened, why, and what can the client do about it? How can agencies structure KPIs with clients, moving beyond the CPC to generate cost of value? Then there’s ongoing debate around contracts. How is commission-based remuneration changing and are clients really willing to structure contracts in new ways?
Networking and morning refreshments
Creativity vs technology: the effectiveness debate
The art versus the science has for a long time been debated by industry leaders. One side is the old-school creative, responsible for the big TV ad production and award-winning concept. The other sees only a future where AI does everything for us – from concepts derived from algorithms and creative generated through a computer or robot. One argues that in the sea of sameness, creative is the only differentiator and the technology is always the same. The other debates that in an industry where programmatic is now everything, the need for multiple creative generated at speed is fundamental and something a human cannot keep up with. In this debate, we challenge creative vs technology. How do you make technology consistently creative and creative technologically advanced? Is our preoccupation with machines taking away from creativity and effectiveness?
The honest appraisal and a question of talent
Youth and diversity fuel innovation in business. CEOs want this talent but the age-old issue of recruitment and retention continues to resurface. In this session, media and creative juniors lift the lid on what environment is needed for them to thrive. What empowers them and what drives them away? Do their CEOs need to buck up their ideas? Plus, we drill down into how to bring talent into the business – how have things progressed? What do we need to look out for in the future and how can we ensure we’re getting it right? Featuring nominated talent from Mindshare, Omnicom Media Group and Denstu.
Format-to-format: What is a fad and what is the future?
Social platforms are feeding us short-form content at speed and the media formats of the future could take many shapes and forms. This goes for on and offline as experiential brand activity continues to rise in popularity and spend. Then there is the rise in Voice. In a space that is crowded with new technologies and ideas, what ideas can we challenge and brief our agency and brand teams to look out for? What are fads and what will revolutionise media? This session aims to inspire with a showcase from pioneering innovators and trailblazers. Think outside the box and look beyond the next 12 months. Like ephemeral content, new ideas and formats come and pass – know what to look out for and be the leaders driving the trend, not riding it.
Break for lunch
The China opportunity
China’s dynamic e-commerce market is going from strength-to-strength as more global brands and retailers take advantage of this major area of growth. What are the real opportunities for growth in China’s booming e-commerce market? In a market that is fiercely competitive, how can brands monopolise? What will the next three years look like for the key players and how is the future of global retailing going to change in a world that is digitally-powered?
Short-termism and sleepless nights
There are seismic pressures on brands and agencies to innovate and deliver authentic content and experiences. In addition, the want of short-term results means marketing leaders are under extreme pressure to deliver - and deliver fast. Then there are the new players; brands are enlisting consultancies to accelerate business decisions, which furthers the disconnect between clients and their agency partners. This brand panel looks at the changing responsibilities of CMOs. What are their pressures and what keeps them up at night? How will consultancies and new technologies play a future role in decision-making?
Brand safety and transparency? That’s my job
Brand safety has been an ongoing challenge since the birth of automation in advertising. It is the past 12 months that have brought it to the fore. Do media agencies need to restore confidence on the issues of transparency and brand safety? Or should brands be taking control of their media, asking the right questions and driving change? Can technology solve all our problems? Brands are slashing spend and the number of agencies they work with in a bid to clear the ‘murky’ supply chain and ensure brand safety. Is this the answer?
Networking and afternoon refreshments
Leading APAC into a brighter media future
Regional CEOs are under immense pressure as the global macro challenges continue to affect APAC. Change requires new and innovative technologies, industry collaboration and the bravery to reinvent. In this session, we bring it back to APAC. What strategic changes do CEOs need to make in the next 12 months to fight away the disruptive forces that have damaged the business of media? What opportunities does APAC present and where are these pockets of growth? Do our regional CEOs feel positive about the future?
The Campaign360 debrief
We’ve debated, analysed, strategised and shared learnings but what are the real takeaways from the day? This final session digests it all and highlights everything we’ve learnt.