Staff Reporters
Sep 16, 2013

Spikes Asia 2013: Day one highlights

SPIKES ASIA 2013 - What did you do with your Sunday? Delegates who made it to the first day of the Spikes Asia Festival of Creativity were treated to an engaging series of seminars covering topics such as Myanmar, how making consumers act trumps brand love, making people give your brand the time of day and more.

Spikes Asia 2013: Day one highlights

You can access Campaign Asia-Pacific's complete Spikes Asia 2013 coverage here. What follows are some of the highlights from Day One's sessions.

Marketers with a cause: Six tips from Unilever and Lowe
On day one of Spikes Asia 2013, Tony Wright, chairman of Lowe and Partners, and Samir Singh, global vice president of Unilever personal care offered marketers tips on cause marketing.

Getting people to make time for your brands: Contagious
In an era where time is short and everything's a distraction, when a website that's just a quarter of a second slow can lose you a customer, brands have to work harder than ever to earn the customer's time, said Will Sansom, a consultant from Contagious Insider, the dedicated consultancy arm of Contagious Communications in his morning talk at Spikes Asia.

Drive action before emotional connection: Adam Ferrier
In his presentation in the afternoon, Adam Ferrier, head of behavioural science at Naked Communications, argued that over-emphasis on creativity at traditional advertising agencies risks stifling the potential of campaigns to effect real behavioural change among consumers.

Young Spikes Academies hear from big names
Participants in the festival's four Young Spikes Academies spent day one hearing about big issues directly from industry leaders including JWT's Tay Guan Hin, Bates CHI & Partners' David Mayo, Chris Clarke of Digitas LBi, Phil Talbot of ZenithOptimedia, Will Sansom of Contagious and Adam Ferrier of Naked.

Treat Myanmar with respect: JWT and Mango
Brands must be careful to avoid arrogance if they are to be successful in Myanmar, according to representatives from JWT and Mango Marketing Services at Spikes Asia 2013.

Selling to China's digital divas: Microsoft
Believe it or not, not all brands have cottoned on to the need to target and cater to the internet's most influential women, and even those who are reaching out to these women may not be doing it right, according to Microsoft's head of insights for global accounts and agencies, Anita Caras.

Images, visual platforms central to experience exchange for young people: Starcom
Storytelling has become storymaking, and images and visual platforms have become central to the process of experience exchange between young people, according to Emma Montgomery, global product director at SMG Human Experience Center.

Co-creation changing the agency model
Spurred by digitisation and the growth of social media, consumers are no longer just a source of insights and revenue but are increasingly generating ideas—and raising questions over the relevance of creative agencies, according to Joel Cere, the global insights and innovation director of Eyeka.

Access creativity in China with a business mindset: Anomaly
Taking on the negative perception some have about creativity in China, Richard Summers, head of strategic planning at Anomaly Shanghai, discussed a different breed of creativity in China, which comes from commerce and entrepreneurship.

Photos: Day one at Spikes Asia 2013



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