The 10 teams include 121 delegates from 12 different countries. The chairperson for the event is Torie Henderson, president, global account management, Omnicom Media Group. Lori Becker, regional media director, is representing HTC.
Henderson opened the conference by showing the delegates that the event would resemble boot camp. Held at the Royal Orchid Sheraton in Bangkok until Saturday, day one saw the 121 delegates split into 10 groups, each of which was handed to an industry veteran who will guide them through the process.
The mentors working with the teams are:
- Rob Campbell, Regional Head of Strategy, Wieden+Kennedy, China
- Gautam Dutt, Managing Director, Digital Services, Havas Media
- Malcolm Hanlon, COO Asia Pacific, ZenithOptimedia
- Audrey Kuah, CEO, Aegis Media Singapore
- Swapna Nayak, Regional Communications Planning Director, IPG Mediabrands
- Jeremy Paul, Managing Partner, Ignition Factory, Omnicom Media Group
- John Sintras, Director, SMG Global Experience Product and Chairman, SMG Australia
- Lee Smith, CEO, Platforms, Asia Pacific, Omnicom Media Group
- Neil Stewart, CEO, Asia Pacific, Maxus
- Jon Wright, Head of Analytics & Insight, APAC, MEC
The brief involves the launch of the new HTC One. Becker said the campaign should be an integrated campaign that involves paid, owned and earned channels, with the theme "exceptional". HTC faces exceedingly fierce competition from its main competitors Samsung, Apple, Sony and LG.
"The biggest problem is even though people have heard of HTC, many of them ended up buying other models," Becker said. "The industry is so crowded, how can we break through and stand out? We are not going to be quiet anymore."
You can follow #mediaworks on Twitter for a live view into the event. Here are some of the Tweets (some with pictures) so far; we'll add more as the event goes on.
Excited to be part of the #mediaworks training in BKK this week. Looking forward to working with the cream of agency talent around APAC!
— 99jonwright (@99jonwright) July 10, 2013
Excited to be a mentor this week at #mediaworks Asia. Great to encourage nextgen talent industrywide @Global_SMG @StarcomAus @CampaignAsia
— John Sintras (@SintrasJ) July 10, 2013
Just like real life ... everyone is late for the briefing. #mediaworks @ Royal Orchid Sheraton Hotel &… http://t.co/fsTNQBkULY
— Rob Campbell (@Robertc1970) July 10, 2013
All systems go for MediaWorks 2013... My mentoring duties begin #mediaworks
— Neil Stewart (@neil0626) July 10, 2013
At my most favourite event of the year! #mediaworks
— Regina Goh (@ReginaGoh_shyan) July 10, 2013
@caratSG @CampaignAsia #Mediaworks the competition has begun!
— Audrey Kuah (@AudreyKuah) July 10, 2013
Gen T at #Mediaworks: "121 delegates, 12 teams, 68 hours media training military style!! Who will emerge the winner? Stay tuned!"
— Carat Singapore (@caratSG) July 10, 2013
#mediaworks 2013 locked and loaded. Delegates looking a bit scared as usual.
— Torie Henderson (@torie1henderson) July 10, 2013
@AudreyKuah: @caratSG @CampaignAsia #Mediaworks my team pic.twitter.com/tchPjjZHqx
— Audrey Kuah (@AudreyKuah) July 10, 2013
Top team this year at #mediaworks !!! pic.twitter.com/TybfWfLBxc
— 99jonwright (@99jonwright) July 10, 2013
#Mediaworks HTC's head of media APAC: We are a challenger brand. With a big ambition! 'We are beating Apple and Samsung'
— Atifa Silk (@atifasilk) July 10, 2013
#MediaWorks kicked off and it's going to be a tough one hmmm
— Mark Shu (@mark_shu) July 10, 2013
Burning the midnight oil for #mediaworks (@ Royal Orchid Sheraton Hotel & Towers - @spg w/ 2 others) http://t.co/5rUtJnKEpd
— Arief Arf (@Arfsolut) July 10, 2013
Dim the lights, here we go.#mediaworks day 2. Clients and power presentations from some of the region's best talent.
— Torie Henderson (@torie1henderson) July 11, 2013
