Brands in Motion: How are brands in Hong Kong finding stability?
If brands want to compete in today’s world, they must master the forces impacting their motion—from tech-driven business models and heightened consumer expectations to unpredictable government regulations and excitable financial markets.
As the operating environment for brands is defined by motion, so is the media ecosystem they rely on. Earned media is transitioning from a full-time focus to a specialist skill, while paid, owned, social, search and experiential become equal partners in the tool set used by brands and their stakeholders to drive business.
Since kicking off in 2017, WE Communications’ Brands in Motion report has lifted the lid on how brands create stories and adapt at the speed of consumer expectations. In an exclusive event hosted by Campaign Asia-Pacific and WE Communications, brands and industry-leading speakers look at how to keep up with the new consumer.
Regional Head of Brands
& Managing Director,
WE Hong Kong
Southeast Asia Editor,
Head of Content Marketing and Partnership,
Hong Kong Tourism Board
Sun Life Financial
08.15 Registration & refreshments
08.45 Opening remarks
08.55 Brands in Motion: The report
Which industries have seen the greatest movement and disruption in the last year
and are staying at the cutting edge of change? WE Communications’ award-winning
Brands in Motion study quantifies and analyses ever-shifting consumer perceptions
at multiple touchpoints—from geography and category to competition and
stakeholders—to better understand how brands can manage their motion relative to
the forces pressuring them. This year, it’s even bigger: eight markets, eight
categories, and more than 25,000 consumers and B2B decision-makers were
surveyed. In this session, WE Comms lifts the lid on the results and looks at how
brands can adapt as quickly as the consumers around them.
09.45 Panel discussion: Keeping up with the new consumer
The new consumer is socially-conscious and looking for a brand’s purpose as well as
their own. They have exponential expectations in this era of responsibility, requiring
brand innovation to be functional, ethical, and foster stability. Does the brand share
the same values? Emotionally, the consumer might be engaged but are the product, message and values aligning with the consumer’s own view? Where emotional marketing once conquered all, are we moving towards a world where rationality triumphs in the eyes of the consumer? In this panel discussion, brand leaders explore the opportunities the new consumer brings to brand purpose.
10.25 Campaign Asia-Pacific & WE Comms closing remarks
10.30 End of event
If you would like to apply for a place in the audience, please contact Iris at Iris.So@Haymarket.asia
- VIP places are limited and exclusive to brand marketers.
UPDATE 19/09: Seats are currently filled for the event and registrations are closed. If you missed date, make sure to keep in the loop on our events page
for similar upcoming event and networking opportunities.