Staff Writer
Feb 27, 2018

MarketingPulse conference debuts in Hong Kong

Thought leaders from both brands and agencies convene at the inaugural event to talk innovation and explore new collaborations.

MarketingPulse conference debuts in Hong Kong

Organised by the Hong Kong Trade Development Council (HKTDC), MarketingPulse, a regional premium conference for marketers and brands, will debut on 21 March at the Hong Kong Convention and Exhibition Centre (HKCEC). The event will feature world-renowned brand owners, marketing and advertising experts and top creative minds, and is tailored for corporate executives, brand representatives as well as marketing and advertising agency representatives.

For many brands, resting on laurels becomes habit, and while consumer needs and industry innovation should always be at the forefront of any successful company, that's not always the case. Running low on new marketing concepts? Are you really doing your products and services justice? MarketingPulse serves as an excellent opportunity to glean insight from industry thought leaders and make the next step towards fashioning a groundbreaking, meaningful campaign.

Attendees can expect in-depth analysis of the latest marketing strategies, case studies representing the cutting edge of industry trends, and networking opportunities to review potential collaborations. In addition, MarketingPulse will explore an array of topical marketing subjects, including the Asian and Chinese markets, social media, content marketing and big data applications. The conference also has several creative marketing gurus slated to host interactive sessions.

From the brand side, Kei Suzuki, director at Ryohin Keikaku (MUJI) will be speaking about the success of his business—a Japanese retail giant—and technology's recent impact on their goals, "eCommerce, for instance, is very valuable to us," said Suzuki, "not only in terms of revenue generated, but because we are able to communicate our product concept and features with our customers."

MUJI hotel in Shenzhen, a successful brand move for the Japanese retailer

Suzuki also voiced enthusiasm towards MarketingPulse's potential for networking, "I see it as more of a community where at the end of the day we will all have a better understanding of the contemporary marketing ecosystem and new ideas to work on in our own business."

Meanwhile, Beverly W. Jackson, vice president, social portfolio strategy at MGM Resorts International will be weighing in on her experience boosting the social impact of one of the largest hospitality and entertainment companies in the world.

MarketingPulse speakers (from left to right) Peter Lefebvre, creative director, Leo Burnett; Beverly W. Jackson, vice president, social portfolio strategy, MGM Resorts International; Kei Suzuki, director, Ryohin Keikaku (MUJI); Erwan Heussaff, founder, The Fat Kid Inside

From the agency side, Peter Lefebvre, creative director at Leo Burnett will be delving into his well-received 2016 project for the Art Institute of Chicago. Lefebvre recreated the room featured in Vincent Van Gogh’s The Bedroom and listed it on Airbnb to give the public an up-close look at Van Gogh’s masterpiece.

Lefebvre said of the project, "You have to have a deep understanding, an affection really, for your audience. To the Art Institute, people were something more than 'ticket buyers'. They were more fully-formed individuals who were interested in in things other than art, like travel, and had basic human curiosity in things, like voyeurism." The cross-sector collaboration quickly went viral and successfully promoted the Art Institute’s Van Gogh exhibition to online audiences. That same year, Lefebvre was named one of 2016’s top ten creative directors.

The award winner is also keen on the evolution of creative industries in Asia. "Instead of the wild west, it’s the wild east. Technology is ingrained in the culture more than anyone else on earth. It’s a region of early-early-early adopters and anything goes. Plus, you have a jillion people here that marketers are fighting to reach, using technology and innovation as secret weapons."

In regards to the conference, Lefebvre is enthusastic, “Hong Kong is a true capital of creativity, an exciting place at the forefront of technology and culture. I’m excited to explore how innovation and creativity are driving business success at MarketingPulse 2018. Because as the region grows and develops, there seems to be no limits to its potential.”

The event will also feature of number of influencer marketing personalities including Erwan Heussaff, founder of The Fat Kid Inside. In a few short years, Heussaff grew his grassroots blog into an established company focusing on producing, hosting and distributing digital content in collaboration with various brands and businesses.

For those interested in attending, register for the event now for an exclusive 40 percent off discount with the code MPR03D4P. In the meantime, keep in touch for updates on more speakers and event highlights.

Campaign Asia

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