Spikes Asia 2024: Session highlights

Campaign Asia takes you behind the scenes of Day 2 of Spikes Asia 2024. Scroll below for Day 1 highlights.

DAY 2: March 14, 2024

How will AI revolutionise the marcomms industry?

In a fireside chat with Campaign Asia's managing director Atifa Silk, Martin Sorrell, executive chairman, S4 Capital laid his vision for the future of marcomms in an AI-powered industry: 

"There are five areas where we see AI impacting the advertising and media industry. 

1.Visualsation and copy writing.  What took us three weeks takes us two hours. You’re going to see more use of text to visuals. That is a double-edged sword for agencies selling their services on time.

2. Hyper personalisation. The Netflix model is still in my view the best personalising model on the planet and everyone can learn a lot about the use of data to create content at scale. With AI we’ll be able to build content engines and factories at huge scale. The price of the assets will go down but the number of assets deployed will be greater so it will be a positive. 

3. Media planning and buying. It will be revolutionised. The days when we rely on a 25-year-old media planner and buyer will be over. The global holding companies probably employ 200,000 to 250,000 people in the media planning environment. These will not be there in three years time. They’ll be drastically reduced to rely on algorithms. 

4. Agency and client efficiency.  [Linear marketing plans that used to cost] one and half million dollars a year can be delivered with an AI cloud solution for $100,000 to $200,000.

5. Knowledge transfer.  The ability of people to share information inside companies is going to be revolutionised by AI with flat organisational models with more proclivity and propensity to share knowledge."

Gen AI and the modern marketer

The panel discussion between Josephine Tan (VP, APAC Digital Hub for Diageo), Silas Lewis-Meilus (global head of Media Business units, Haleon) and Priscilla Kim (VP, APAC for IBM marketing and communications) on the integration of generative AI (Gen AI) in marketing highlighted several key insights and perspectives. Moderated by Laura Forcetti (director for marketing services APAC for WFA), the overarching themes revolved around the potential of Gen AI to enhance efficiency and innovation in marketing, the importance of strategic focus and consumer alignment, and the evolving role of agencies in a Gen AI-enhanced marketing landscape.

Kim emphasised the transformative potential of small AI ideas, sharing a success story from her company where a minor concept evolved into a significant tool driving efficiency. This narrative underscores the scalability and impact potential of AI initiatives in marketing.

Lewis-Meilus cautioned against the lure of efficiency without purpose, invoking Peter Drucker's wisdom to remind that while Gen AI can produce remarkable outcomes, the focus should always be on achieving meaningful, positive results. He also highlighted the importance of maintaining a balance between data-driven decisions and creative pursuits in marketing strategies.

Tan spoke to the enduring essence of marketing—understanding consumer insights and motivations, and designing campaigns that resonate and drive growth. She stressed that despite the advent of Gen AI, the fundamental goals of marketing remain unchanged. Tan also touched on the need for authenticity among service providers, advocating for offerings genuinely aligned with Gen AI capabilities.

The discussion also covered the strategic deployment of Gen AI in marketing, with Kim citing a significant interest among CMOs in utilising Gen AI and predicting changes in agency relationships. She outlined key areas for agencies to add value, including navigating privacy and regulation challenges and maintaining client engagement.

Lewis-Meilus and Tan further elaborated on the importance of relationship-building with clients, ethical experimentation, and the maintenance of humanity and consumer understanding in the era of Gen AI. They stressed the need for marketers to stay skilled, innovative, and responsible, with a clear focus and established guardrails to navigate the vast opportunities Gen AI presents.

Keeping it short: L’Oreal & Meta on the short form content explosion 

Lex Bradshaw-Zanger, chief marketing & digital officer, L’Oreal South Asia Pacific, Middle East and North Africa:
 
“I think there are a few different things happening that are creating this inflection point. There’s this crossing of supply and demand selling. Software and hardware from smart phones are now prolific and cheap when they used to be expensive. Many of the tools around AI are becoming available to everybody for free. And you have bandwidth costs coming down – India has some of the lowest data costs in the world.  
 
“So on the one hand you’ve got the ability to do more, then on flipside there are so many channels. How many lines are there in a media plan today? When you multiple the facility of creating content and the ease of the technology, there is so much content out there. Not only is it easier to create high quality video production but it’s had to get super short because the consumer is bombarded, so I think this is where we’re ending up. Yes, the barriers to entry are super low, everybody’s in there.” 
 
Tawana Murphy Burnett, head of global clients & categories, Meta 
 
“We believe that creative is 50% of the equation for success, so it’s about who’s telling the story that’s going to help.” 

‘Moving beyond agenda-pushing storytelling’
Speaker: Ashish Verma, Global head, Bloomberg Media Studios

In the keynote session, Ashish Verma discusses the importance of brand storytelling and its role in helping audiences make sense of the world. 

“When we think about storytelling and context for audiences, we cannot limit ourselves to pushing the brand agenda or merely putting the logo front and centre. Our responsibility is to help brands consider the most meaningful way to offer connection points with the audience.

"I think somewhere along the way in making a sale, we lost the spark of making really meaningful connections with the consumer. Through storytelling, brands need to figure out a way to open the aperture and provide a signal from noise. As an example, is the exponential rise of avocados just about avocados? There are so many layers to its humble beginnings in Mexico to becoming the world's favourite fruit, invading hipster cafes and Instagram feeds. So, for brands, it’s really about shifting the mindset of the hot sell to serving the audience who they are as people.”

How creators work and align with brands while maintaining their authenticity

Moderator: Rahat Kapur, editor of Campaign Asia-Pacific
Speakers: Ming Wei Ng, CEO of Boom Digital Media and Angela Hou, Influencer

Angela:

“I believe that anyone can be a content creator. It's possible to start a blog about your life or, as I did, use TikTok to document everyday moments, my lifestyle, and my travels. Initially, my focus was on collaborating with friends, which gradually evolved into influencing. The beauty of being a content creator is its accessibility; even a student can embark on this journey.

“Unlike influencers, who tend to have a more niche focus, perhaps in areas like B2C, electronics, or AI, content creators have a broad canvas. As I built my audience, it became clear that they not only followed me but also trusted and valued my opinions, highlighting the significant relationship we've developed over time.”

Ming Wei:

“Brands often find themselves in a dilemma, unsure of the right approach to take, especially when they're new to a platform. I've observed this confusion first-hand. It's a common misconception that platforms like TikTok are solely for the younger audience, but the data tells a different story. We're witnessing a broadening in age demographics, with even older users engaging in livestream shopping on TikTok. This isn't just about catering to young people anymore.

“For example, when brands think about targeting their audience, they should consider not just the younger crowd. Both Gen Z and older generations are actively participating. It's crucial for brands to understand the trends they're following. Without a deep understanding, efforts can misfire, particularly for fashion brands looking to connect with younger demographics.

“Authenticity is key. Otherwise, significant investment in branding for a single platform can end up being wasteful. In my view, brands should certainly explore these new avenues but proceed cautiously. Ensuring their approach is meaningful and well-researched is vital to avoid missteps and truly connect with their intended audience across all age groups.”

Soy my name: How Japan’s heritage brand Kikkoman is introducing itself to the Indian market 

Tetsuya Honda, CEO & PR strategist, Honda Office:
 
“With a new market entry, you have to show the possibilities in the future, how the brand can collaborate with the local companies, influencers or stakeholders.  
 
“The perception that soy sauce is for sushi exists in India. That needed to be attacked, but it was also an opportunity because if that perception can be changed it can be a huge opportunity because it’s an all-purpose seasoning.”  
 
Harry Hakuei Kosato, Director & India Representative, Kikkoman India:  
 
“We did chef’s trainings, we imparted knowledge and distributed recipes where we incorporated soy sauce into other foods. 
 
“Every country has its own strategy. The primary strategy is the localisation of the soy sauce.  So we latched onto the research around the popularity of eating Chinese because that’s where the volume is... and noted that in India we have a lot of vegetarians.” 

How successful influencer marketing initiatives have benefited brands

Thuymi Do, head of digital and public relations for Asia at Campari Group:

"Integrating experiences, especially for events like the US Open, is crucial. It's not just about ensuring the audience can access the experience through their laptops; it's about leveraging the moment to its fullest. Many brands, including ours, capitalise on festivals to host complimentary fringe events. These aren't last-minute ideas but part of the initial planning process, which is why they turn out to be fantastic.

"What I particularly appreciate is our approach to selecting influencers for these experiences. Instead of picking names at random, we've seen the benefit of choosing individuals who already share some connection. This strategy enhances the experience, as these influencers naturally interact, collaborate, and amplify the content far beyond their individual channels.

"It's not just about the content they produce individually but the collective impact of their interactions, which can significantly amplify the message. Furthermore, this approach underscores the importance of building and maintaining trust, even without immediate financial transactions. It's about long-term relationships and the value they bring.

"This philosophy extends to audience engagement as well. Acquiring a new audience is essential to driving sales growth, and that means expanding beyond the usual suspects. For instance, in the beauty industry, it's not enough to engage only with beauty influencers. Exploring other niches can introduce our brand to potential customers we might otherwise miss, emphasising the need for diversity in our influencer collaborations."

Marketing is a solution to a lot of different things, but not to everything.

Moderators: Fiorenza Plinio, global head of creative excellence, Cannes Lions; Nick Primola. group executive vice president, Association of National Advertisers

Speakers: Lex Bradshaw-Zanger, chief marketing and digital officer, L’Oréal South Asia Pacific, Middle East and North Africa Region; Tania Chan, chief marketing officer & partner, The Lo & Behold Group

On the evolution of creativity:

Tania Chan, CMO, The Lo & Behold Group: 

"Creativity isn't just simply about the creative idea, or execution. It is more about creative solutions that can be found anywhere in the organisation from recruitment to branding to products and technology. There are many avenues for creative solutions that are not traditionally areas that marketing gets involved in. But over time, the nature of campaigns and work from agencies is also starting to evolve. The lines have begun to blur and the definition of creativity needs to expand to creative solutions."

Lex Bradshaw-Zanger, chief marketing and digital officer, L’Oreal SAPMENA:

"Creativity and innovation are starting to come together. In Asia, there’s still lots of positivity and growth and less talk about inflation and recession. But everybody's doing the same thing here. So, we need creativity and innovation to disrupt that and stand out – in our business models, our path to market and how we are organised."

On the role of marketing

Lex Bradshaw-Zanger, chief marketing and digital officer, L’Oreal SAPMENA:

"We have 38 global brands so far and the region covered is from Morocco to New Zealand. There’s a massive opportunity for growth. What we do is think about how to build marketing muscle across the organisation.

What happens when you go from being a marketing director to a CMO is at that level, suddenly you have an exposure to the whole business: operations, finance, and a much broader context of what's going on. The job is to figure out how marketing fits in there. Marketing is sometimes a solution to lots of different things, but not to everything."

Fostering creative culture

Tania Chan, CMO, The Lo & Behold Group:

"In Asian cultures in particular, fear of failure is quite prevalent. The ability to set aside time, budgets, and headspace to work on ideas that are maybe a little bit off kilter is something that we try and practice as a group.

Within each of the different brands that we own, there is always one campaign per brand where we allow the teams to go a little crazy. While we wouldn’t experiment with a brand campaign, we might be able to do so on a small tactical piece. If it fails, we consider it an investment in learning, and development.

Also, as a hospitality brand, exposure to what the world has to offer is basically our research. We have a programme that allocates budgets to individuals to travel overseas and tap into and experience what the world has to offer. As long as you are willing to encapsulate your learnings into tangible action points that can be brought back to our teams – anything from design, to conceptual ideas – the budgets are always approved. There are many small ways in which we can incentivise creativity."

DAY 1: March 13, 2024

The cultural conundrum: How brands can tap into, unpack, and shape culture

Speaker: Stephanie Winkler, Head of agency (cultural strategy) APAC, Crowd DNA

In today's fragmented marketing landscape, navigating cultural dynamics is more complex than ever, according to Stephanie Winkler, head of agency (cultural strategy) APAC at Crowd DNA (pictured above). Marketers may not always be culture-creators, but they have no choice but to engage with it. The misconception that culture is synonymous with trends overlooks the essence of culture: It's the sum of forces shaping human behaviour, not just the outcome.

Culture, offering enduring value and insights, outlasts trends through meaningful perspectives and the ability to solve real-world problems.

To drive cultural connections in this uncertain era, brands can adopt four guiding principles:

• Decode culture: Dive into understanding human challenges by collecting stories and insights such as through ethnographic research. This approach taps into people's true lives by making solutions more accessible and adaptable.
• Reframe culture: Address and evolve from outdated cultural narratives. Consider the shifting demographics in Asia, where contrasts in generational experiences highlight a gap in understanding respect for the elderly. By acknowledging these shifts, we can challenge stereotypes and bring overlooked stories to the forefront.
• Challenge culture: Question and confront established beliefs where beneficial. For instance, reinterpreting nostalgia to combat feelings of disconnection, as seen in modern reinterpretations of classic themes such as by movies including Barbie. This principle encourages rethinking cultural norms to instill positive change.
• Create culture: Engage directly with communities to cultivate culture from the root up. This approach underscores genuine cultural connection, aiming to build and sustain cultural movements. By embracing such principles, brands can develop a framework for delivering culturally resonant messages across Asia, bridging the gap between marketers and the diverse range of human experiences.

The role of creativity in driving brand growth and business value

Speaker: Joanna Flint, Chief commercial officer, Mandarin Oriental

Flint shares:

I believe we are all creators. Creativity isn't just confined to those working in advertising agencies; it's a trait that exists in every single one of us. The real question, and the heart of today's discussion, is how we can tap into that creativity. How can we foster an environment that not only recognises but also nurtures our individual creative abilities, allowing us to thrive and unleash our own unique versions of creativity?

Culture is inherently messy, and navigating through it, along with other significant challenges, requires agility above all. The notion that our roles are predictable and that tasks can be set in stone is simply not realistic. This realisation brings us to the uncomfortable truth that the bedrock of navigating this messiness is creativity. How do we foster this? One approach I've found particularly useful is to begin by setting the scene in a way that offers some degree of certainty. This, paradoxically, creates the freedom necessary for growth. It's a balance I've worked to maintain, recognising that providing some structure can actually free us to be more creative and agile in our problem-solving.

Navigating cultural shifts and trends in marketing 

Speaker: Rica Facundo, APAC editor, WARC

Facundo outlines three converging trends that demand audiences' attention:

• The stalling of Western-led globalisation: The once-dominant Western-led globalisation is encountering headwinds. A new paradigm emerges in the ‘global’ game as its momentum wanes. Marketers must navigate this delicate balance between global and local influences. Brands that master this fusion can resonate with diverse audiences while maintaining authenticity.
• Society’s polarisation across markets: Societies worldwide are increasingly polarised. This fragmentation poses challenges for marketers seeking to connect with disparate segments. Understanding the nuances of these divisions is essential. Brands that bridge gaps, foster dialogue, and address societal fault lines can wield influence and drive positive change.
• From monoculture to niche: The era of the monoculture is fading. Niche communities, fueled by the internet, now wield significant cultural influence. Brands that recognise and celebrate these niches can create meaningful connections. Creativity becomes the bridge, allowing brands to impact culture and drive business success.
• Showcasing best practices and case studies: Our guide features real-world examples of how brands leverage creativity to address these shifts. From redefining narratives to amplifying underrepresented voices, these case studies demonstrate the power of cultural responsiveness. It’s not just about understanding culture; it’s about making a tangible impact on culture and the bottom line.

From interrupting what people are interested in to becoming what people are interested in

Speaker: Ada Lazaro, Regional marketing director, McDonald's, Asia business unit

In a world driven by supercharged algorithms and rapid cultural shifts, brands have a unique opportunity to create emotional connections. Key highlights from Lazaro's session:

The distinct and emotional role that we can and should play as a brand becomes our cultural advantage. There's no interrupting in an era of supercharged algorithms and fast-moving cultural trends. What consumers are interested in is for us to create moments where they find a ‘little bubble of happiness’.

People want more of the content they want and not just any type of content. They expect us to use their data to connect and create a tighter conversation between brand and consumer. Data helps us with this — for instance, the limited-edition menus are created not just because they are delicious but because of what the data tells us. From the types of restaurants visited to the most travelled destinations to pop culture, it all led to Korea. We inject this into all that we produce.

In the past, it was all about scaling our reach. It’s time we acknowledge the need to scale relationships. It is not enough that brands are heard; more importantly, they need to be part of the conversation, making and building connections to have a closer relationship with consumers.

AI, authenticity and answering the brief: Behind the scenes with this year's jury

Moderator:  Robert Sawatzky, Editorial director, Campaign Asia-Pacific 
Speakers: Annabella Li, Havas Hong Kong, Raoul Panes, Leo Burnett Philippines, Jake Barrow, VML

This year’s jury was faced with navigating the very real challenges that marketers face in the industry, including fragmentation and an ever-changing cultural landscape. Sharing their insights with Campaign Asia's editorial director Robert Sawatzky on what went down behind the scenes in this year’s jury room, Annabella Li (Havas Hong Kong), Raoul Panes (Leo Burnett Philippines), and Jake Barrow (VML) shed light on the passionate debates that were underscored by the diversity of opinions and backgrounds in the room, reflecting a healthy engagement with the work under review.

Key insights from this year’s deliberations included:

• The rising role of societal engagement in Asia
  Panes highlighted the complexity of brands engaging with societal issues in Asia, including equality and genders, sharing that the key challenge is determining brand fit when addressing specific topics. He also indicated a need for brands to navigate these conversations carefully and authentically, to avoid seeming tokenistic when engaging with key social issues.
   
• The presence of AI in creativity
  Barrow noted the entrants’ fascination with Artificial Intelligence (AI) this year, but emphasised that its presence in creativity should still primary be seen as a tool that enhances rather than defines creative ideas. He shared a standout example from a Heineken campaign that cleverly reimagined the application of AI, underscoring the potential for technology to support innovative storytelling.
   
• Balancing effectiveness with creativity
  Barrow also brought up the ongoing debate on merging effectiveness and creativity. He provided numerous examples where the work submitted addressed complex problems, such as supply chain and internal challenges, but highlighted the importance of maintaining a creative focus amidst solution-driven efforts.
   
• Social media’s power in amplification
  Li shared how she was struck by the unfiltered nature of social media as a theme through the work submitted, where campaigns become instantly shareable and discussions became uninhibited. Li noted how she appreciated campaigns that leveraged this openness, especially where brands were engaging with the audience without censoring feedback, and enriching the social media dialogue.
   
• Cultural diversity and uniqueness at Spikes Asia
  All members of the jury highlighted how impressed they were by the cultural diversity observed across over 300 entries they reviewed at Spikes Asia, highlighting the unique opportunity to explore a wide array of perspectives. The discussions ranged from analysing projects in China to exploring political histories and even explaining local slang, demonstrating the rich cultural context that brands navigate and express through creativity.

Finally, the jury shared some guidance for future entrants and Spikes hopefuls:

• Do understand the brief and ensure submissions meet the criteria.
• Do back your claims with solid evidence, as they will undergo thorough scrutiny by a diverse jury.
• Do ensure authenticity in your work, emphasising the importance of genuineness.
• Do pay attention to guidelines and definitions, as every detail will be meticulously examined.
• Don’t waste resources on submissions that don’t adhere to the highest standards. Engage in proper peer review and stress-testing to confirm the viability and impact of your work.
• Do focus on the idea, highlighting the primacy of innovative and compelling concepts.

From the Spikes Asia 2024 festival in Singapore

Forsman & Bodenfors joined forces with Yeo’s to discuss how putting ‘fame’ at the heart of campaigns help them outperform their intended purpose.  

Siddhant Lahir, head of strategy, Forsman & Bodenfors: 

“Fame is getting consumers to think of us beyond the category transaction window.  Fame is not mental availability, or brand salience. I want you to think of Grab not when you need a car, to think of Nike not when you want to buy a shoe. 

“If we can create fame or media that delivers on that, it’s incredibly beneficial for our clients. It means the ideas we’ve proposed are punching above their weight and every bump in client spending is going further... 

“Today this is a bonus. But we want it to become a part of our input.  We need to shift fame from being an output of creativity, to an input of brand equity” 

Deborah Abraham, head of PR, Forsman & Bodenfors: 

“Unless PR gets to be part of creative ideation, and sits at the heart of strategy and creative, you’re limiting the opportunity of your campaign reach. 

"If clients want to be in culture, then we as agencies need to live in culture. Brands cannot sit on the side-lines passively. But how do we know where to have a voice in culture? We like to think of it as moving away from brand communication into brand journalism. With every creative brief,  we need to think like a journalist. Why? Because journalists want to be in the moment. And if you think like a journalist you have to ask your client some pretty difficult questions to solve problems. You need to get a bit uncomfortable with your clients and ask the questions that might not normally be asked in these meetings. Superficial reasearch won’t cut it. That will help separate the charming from the from the cheesy, purpose from gimmick, and stunts from iconic moments for your brand.”

Chong Lee Ang, CMO, Yeo Hiap Seng discussed the benefits of incorporating ‘fame’ into their ‘Drinkable Garden’ campaign: 

“We were very thankful for the extensive earned media. But it was more than that. It opened doors for us and meet people throughout Singapore in pop-ups, to come forward as a brand that is refreshed. I was very happy to work with the team to put fame at the very center of the brief.”

From pixels to profits, the tech-driven marketing revolution

Moderator: Candina Weston, Independent marketing consultant
Speakers: Dhiren Amin, Chief custom officer, NTUC Income, Jan-Paul Jeffery, Head of marketing, Southeast Asia, Spotify

The panel explored how data, creativity, and technology intersect to drive growth in creative industries. Three key areas were outlined: robust customer data, clear journey mapping, and using data insights for creativity. Dhiren Amin, chief custom officer of NTUC Income stressed the importance of analysing performance data for effective decision-making and emphasised the need for accessible dashboards.

The panel discussed customising offerings based on customer behaviour and leveraging predictive capabilities. Jan-Paul Jeffery of Spotify talked about Spotify's use of AI and human curation for personalised music experiences, driving engagement. The panel highlighted collaboration between data and creative teams, stressing the need to align insights with strategies for impactful campaigns.

Overall, they highlighted the transformative potential of data-driven approaches in enhancing creativity and driving business growth. By harnessing customer data effectively, organisations can achieve unprecedented levels of hyper-personalisation, optimise marketing strategies, and deliver impactful campaigns that forge lasting connections with audiences.

A second serving of technology and marketing for the ‘little guys’ 

Speaker: Johnny Tan, chief creative officer, Southeast Asia, Accenture Song

Tan spoke about his documentary, 'Second Servings' which gave Singapore hawker cooks a new shot at longevity using technology and marketing:

“We wanted to use the tech power and creativity that we normally apply to big brands and try to do that for the little guy...  

"We need to make sure what we do is serviceable to humanity. We came across many hawkers who are so terrified of technology that they’re willing to give up a 40-year-old business because they feel so disconnected from technology and marketing that they don’t want to use it.” 

Remaking Uber for India

Speakers: Dheeraj Sinha, group CEO, India and South Asia, FCB; Tanya Malhotra, brand and reputation lead, Uber

Dheeraj Sinha, group CEO, India and South Asia, FCB:

“Most brands in the West are built on the premise of convenience. Amazon brought convenience to shopping, Spotify to music and Uber to mobility. But in India, they don’t sell on convenience. Amazon sells access to people who can’t find what they want in the local retail stores. Similarly, Uber succeeds by unlocking physical mobility and the mobility of India’s aspirations, dreams and connections. While globally, it is black swanky cars — and that’s how it launched in India too — today it is the auto or tuktuk. In India today, they account for 6 out of 10 rides. Building categories in India is more about how relevant you are, rather than worrying about competition.”

Tanya Malhotra, brand and reputation lead, Uber:

"Intercity travel in India is rare and pre-planned, accounting for 1.5 monthly trips. But the reality of that experience is complicated and chaotic, making it not worth the effort. Uber Intercity helps book roundtrips easily, with customers able to hold on to the vehicle for three days. This is built not in Silicon Valley but in India. The job for marketing was to draw top-of-mind awareness. After our 2023 campaign, besides a brand lift, there was a 30% growth in intercity trips."

For full details on Spikes this year, head to the website here.