Staff Writer
Mar 14, 2019

Content Marketing 2.0: Brands weigh in

Making sense of data, measuring ROI, creating content that resonates: at the Content Marketing 2.0 roundtable at Campaign360, brand marketers discussed the shifting state of content marketing in Asia.

The Content Marketing 2.0 roundtable attendees, (from left, top row) Josh Stinchcomb, global chief revenue officer, Dow Jones; Christopher Taylor, general manager, brand and communications – APAC; Daniel Lochmann, head of global communications, global marketing communications director,	Mitsubishi Heavy Industries;
Robert Sawatzky, head of content, Campaign Asia-Pacific; James Keady, director of digital engagement, Citi; Sirinate Meenakul. VP, marketing luxury brands, AccorHotels Asia-Pacific; Nicole Bales, Director APAC, client solutions and custom content, The Wall Street Journal; Lainee Wong, APAC marketing communications director, Veolia Water Technologies (from left, bottom row); Jean Leong, regional head of marketing and branding, Goodrich Global; Natalie Kuan, vice president, marketing & communications, SGX; Brenda Pek, marketing director, BMW Group Asia; Karen Ngui, managing director & head, group strategic marketing & comms, DBS Bank; Erica Kerner, VP,  marketing & communications, Tiffany & Co; Mia Trenephi, head of corporate segment, brand & communications, APAC, BNP Paribas; Marta Grutka, head of marketing services, corporate and institutional banking, commercial and private banking at Standard Chartered Bank

There is an almost universal understanding these days that content marketing matters. But as popular as the idea of content marketing has become, debates over how to actually implement it still cloud corporate and creative strategies.

Forming lasting, mutually beneficial relationships with media. Measuring return on investment. Reaching consumers in a part of the world with astronomically high rates of adblocking. With these big issues in mind, 16 marketers from leading brands and media...

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