The delegates were split into 13 teams, which each had a mentor. The teams were given a real brief from Bulgari and had 66 hours to develop and present a pitch.
The mentors were:
- Anathea Ruys, Head of Fuse APAC, Omnicom Media Group
- Lee Smith, President, Annalect APAC
- Charlie Newbery, Regional Head of Media, Red Fuse Communications
- Chor Mui Lee, Head of Communications Planning, APAC, ZenithOptimedia
- Tomonori Inasaka, Communication Planning Director, Dentsu Media
- Nathan Cook, Head of Trading, Asia Pacific, Maxus
- Steve Garton, Proprietor, Steve Garton Consulting
- Amrita Randhawa, CEO, Mindshare China & Hong Kong
- Lyndon Morant, Head of Strategy - Japan, Korea and Taiwan, Mindshare
- Navaneeta Das, International Client President, Carat Asia Pacific
- James Spendlove Hawkins, Chief Digital Officer, Dentsu Media Asia
- Rosalynn Tay, CEO, Dentsu Aegis Network Singapore
- Paddy Crawshaw, Head of Strategy, OMD APAC
Representing the client were:
- Edouard Leng, regional client services director, ZenithOptimedia (client chair)
- Boris Barboni, International Marketing Director, Bulgari
- Cristiana Cucco, Global Media and Advertising Director, Bulgari
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