20-21 November Singapore#PRAsia2018

2018PR Asia

2 PR ASIA 2018 2018

Consumers today are evolving faster than any generation of consumers that we've seen. Keeping up is not easy. Keeping ahead - almost impossible.

There couldn't be a worse time for comms professionals to get complacent and forget fundamental principles that threaten to be forgotten as a new generation of professionals rise up in an age of disruption and constant change.

Why isn't earned media going away? Beyond metrics - how can we measure IMPACT? Beyond mere digital - how do you drive comms with DATA? Are influencers still relevant?

All these sessions and more, only at PR Asia.

EMBRACING THE AGE OF CHANGE – DON’T STAND STILL.

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WHY YOU SHOULD ATTEND

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KEEPING UP WITH THE DISRUPTIONS

Brands needs evolve and adapt but what are the fundamental principles that seem to be getting pushed out of the picture as technology continues to take on a bigger role in the PR space? Join our industry experts as they unearth these treasures. CONSUMERS THESE DAYS

It’s no secret – consumers are getting smarter, and with that, more difficult. They’re cynical, skeptical and

entitled. What triggers them, and how can you

win them over?

IS CONTENT STILL KING?You may know this, but it’s always, always about a good story. In this day and age as search, social and even out-of-home mediums continue to be flooded with information, PR professionals requires not only a greater level of skill, but precision as well. Is there a science to storytelling in PR? We let our speakers answer that question.

COVERING VARIOUS DISCIPLINES ACROSS THE PR SPECTRUM

Come this 20th to 21st November, we address digital and data-driven PR, internal comms, who

to hire on your team, influencers and more! It doesn’t get any more comprehensive than that.

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WHO YOU WILL MEET

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MIMRAH MAHMOODAPAC Director for Media SolutionsMeltwater

DAVID KIUVice President, Corporate Affairs, Asia, Middle East and AfricaMars Wrigley Confectionary

JESSICA LEEVice President, Communications - AsiaNetflix

VIOLET LIMChief Executive Officer and Co-FounderLunch Actually Group

EVA SOGBANMUDirector of External Communications, Asia PacificJLL

DR COLIN D’SILVAHead, Asia Pacific, Communications & Government AffairsGlaxoSmithKline

LAVINIA RAJARAMRegional Head of Communications, AsiaExpedia

DARYL AIDEN YOWPhotographer

KATE GERAGHTYDirector, Group Corporate CommunicationsFWD Insurance Group

SHANNEN FONGHead, Strategic CommunicationsNTUC Income

YIN-FERN LIMHead, Corporate CommunicationsNETS

TIMOTHY HOUDirector, Internal Communications and Social MediaMarina Bay Sands

OUR SPEAKERS

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RICHARD JAMESVice President Corporate Affairs, North and North East AsiaPhilip Morris International

ALEXANDRA VOGLERDigital Transformation and Communications Director, Beauty Care APAC & Skin and Personal Care WorldwideProcter & Gamble

STEPHANIE MCCONACHYHead of Marketing & CommunicationsPricewaterhouseCoopers

SHWETA SHUKLADirector, Sustainable Business & Communications, South East Asia, AustralasiaUnilever

KIM STENGERTChief, Strategic Communication and External RelationsWorld Wide Fund for Nature (WWF) Singapore

GLENN LIMGroup Communications DirectorTower Transit

KAREN TANSenior DirectorMinistry of Communications and Information

THU NGUYENVice President Youth Segment MarketingOCBC Bank

DEEPA BALJIExecutive Director, Marketing & Communications, APAC & Middle East & AfricaPublicis Groupe

OUR SPEAKERS

FOR SPEAKING OPPORTUNITIES, CONTACT :

LUKE WEElukew@marketing-interactive.com

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AGENDADAY 1: 20 NOVEMBER

8.00 am Registration

9.00 amOpening remarks and ice breaker session

Rezwana Manjur, regional editor, Marketing

INDUSTRY SNAPSHOT:COMMUNICATIONS FOR 2018 AND BEYONDNever before has a congruence between communication, content and the consumer been more pertinent

than today. With new trends, technologies and practices constantly emerging, how do fundamental

principles still apply? Where is change needed? We kick off PR Asia 2018 tackling content, and how brands

and agencies alike need to up their measurement game.

9.15 am

Fireside chat: The Evolution of Government Comms

• How government communications has evolved and how data can empower strategies

• Case studies - SARS, H1N1, and other crises

• Beyond mere clicks and impressions - how comms is leveraged to change attitudes and

behaviours

Speaker: Karen Tan, Senior Director, Ministry of Communications and Information

9.45 am

PR Professionals Leading From The Front: How And Why You Should Adopt A Data-First

Approach

• Setting the stage for future-minded PR

• Future-proofing your PR and measurement strategy

Speaker: Mimrah Mahmood, APAC Director for Media Solutions, Meltwater

10.15 am

Presentation: Content is (still) king – why a good story now more important than ever

• How communicating earnestly, sincerely, and authentically is what consumers need today

• Keeping your press release surprising but relevant

• Lost in translation - the art of compelling writing and articulate speaking

Speaker: Alexandra Vogler, Digital Transformation and Communications Director, Beauty Care APAC &

Skin and Personal Care Worldwide, Procter & Gamble

10.45 am Coffee Break

11.05 amExclusive Netflix Case Study

Speaker: Jessica Lee, Vice President, Communications - Asia, Netflix

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AGENDADAY 1: 20 NOVEMBER

THE CASE FOR INFLUENCERSThere is no doubt that influencers drum up reactions and responses. But recent events have found

influencers themselves in need of reputation and crisis management. How effective and how sustainable

are they as an option for comms?

11.35 am

Case study: a new age of influence(rs) and video for PR

• Tapping on voices of authority - your influencers of tomorrow - How independent 3rd

parties add credibility, perspective and depth

• Why comms should be using video more

• Risks and rewards

Speaker: Lavinia Rajaram, Regional Head of Communications, Asia, Expedia

12.05 pm Lunch

1.10 pm

Panel: Internal communication - why employee advocacy matters

• Inspiring a culture of advocacy

• Keeping advocacy organic in the midst of incentivising

• Sustaining the momentum in the face of turnover and budget constraints

Panellists:

Timothy Hou, Director, Internal Communications and Social Media, Marina Bay Sands

Kate Geraghty, Director, Group Corporate Communications, FWD Insurance Group

Dr Colin D’Silva, Head, Asia Pacific, Communications & Government Affairs, GlaxoSmithKline

Glenn Lim, Group Communications Director, Tower Transit

1.40 pm

Keynote: Progressive Public Relations

Born out of a disrupted industry landscape, an Earned-First, data driven, visual and influencer

enabled storytelling approach will secure the future of Public Relations as a strategic

marketing function.

• Public Relations and the consumer journey

• The earned-first approach

• How insight and analytics, visual storytelling and influencers are bringing modern Public

Relations to life

BOOK YOUR TICKETS NOW FOR MAXIMUM SAVINGS. BRING YOUR TEAM FOR ADDITIONAL GROUP DISCOUNTS.

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AGENDADAY 1: 20 NOVEMBER

2.50 pm

The Solution Room: encouraging greater collaboration

We take a break from the schedule to learn from the brightest minds in the business - YOURS.

Bring your toughest questions and best answers to the table and prepare for an exchange like

no other as your challenges bring out the experience and lessons of your industry peers - and

vice versa. This is not mere networking, and this is certainly not Q&A. This is the Solution

Room.

Delegates will get to choose the two sessions that align most with challenges that they are

facing.

Solution Room #1: Getting the story right

• Internal and external factors to consider when crafting your story

• Keeping stories fresh… even when it’s challenging

• Pitching the story right

• Adapting the story onto various platforms

Solution Room #2: Mechanics – knowing the best platforms to deliver, delight, and engage

audiences

• How are your audiences responding to your content?

• Which platforms will optimise your content?

• Effectively utilising video as part of your communications strategy

• Increasing credibility, shareability, & interaction

Solution Room #3: Working with Influencers

• How can brands handpick the most relevant influencers that are the right fit for the

campaigns?

• How can brands and influencers collaborate to better amplify and share content?

• What needs to be addressed in the planning & creation process?

• Who are the key influencers or journalists to build strategic lasting relationships with?

• Should campaigns be tailored to the influencer, or vice versa?

Solution Room #4: Measurement, data and ROI in PR

• How can data empower you in earning your media?

• What are the metrics worth paying attention to?

• Apart from insights like conversation share, brand sentiment, what else has been made

measureable today?

• How far can we go in terms of measuring the impact and outcomes of our campaigns?

• Is sales/profit always the end goal?

• How can PR professionals go about presenting these statistics to management?

4.20 pm Rapid fire reflections

4.35 pm Closing address

4.40 pm End of Day 1

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DAY 2: 21 NOVEMBER8.00 am Registration

9.00 amWelcome, opening remarks and recap of Day 1

Rezwana Manjur, regional editor, Marketing

DIGITAL AND OMNI-CHANNEL

As disruption further pushes comms over from traditional mediums to digital mediums, which principles

apply, and which have been rendered obsolete? Our industry experts and peers weigh in.

9.05 am

Presentation: It's #lit - speaking the language of today's consumers - Gen Z and the digital

natives

• Staying personable in an impersonal world

• The age of skepticism - communicating with increasingly sophisticated and educated

consumers

• Why you should be making friends instead of trying to create customers

Speaker: Thu Nguyen, Vice President Youth Marketing, OCBC Bank

9.45 am Power Networking

10.05 am

Spark, drive and sustain conversations - through PR and Marketing

• Thinking beyond silos, traditional media, and campaign timelines

• Strategically integrating Comms and Marketing departments

• Why views, shares and virality is NOT the end goal

Speaker: Shannen Fong, Head, Strategic Communications, NTUC Income

10.45 am Morning break

UNLEASHING THE VALUE OF COMMS IN YOUR ORGANISATION

We all know when it comes to change, it's not about position, or title - it's all about influence. How can

comms professionals work their way up to influencing major decisions within their organisations? Industry

leaders step in and tell you how

11.00 am

Presentation: Comms is all you need have

• When saving the earth is literally about rallying audiences behind your cause

• What type of conversion should you be looking for?

• Will added focus on revenue help or harm your strategy?

Speaker: Kim Stengert, Chief, Strategic Communication and External Relations, World Wide Fund for Nature (WWF) Singapore

11.40 amFireside chat: Turning crisis into opportunity – Daryl Aiden shares his story

Speaker: Daryl Aiden Yow, Photographer

AGENDA

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AGENDADAY 2: 21 NOVEMBER

12.20 pm

Case study: Shifting perception – tobacco, technology and the challenge of communicationA leading tobacco company is doing something drastic - it is replacing cigarettes with smoke-free products. It's undeniably the biggest shift in its 171-year company history; one it is saying is right for smokers who choose to continue to smoke and society at large. Join us for this exclusive session as they share about this drastic decision, and how public relations is critical to their journey.

Speaker: Richard James, Vice President, Corporate Affairs, Philip Morris International Inc.

1.00 pm Lunchtime

THE FUTURE OF COMMS: EVOLVE OR DIE

How can brands continue to build on fundamental principles learning from mistakes of the past as they

observe present trends to anticipate the future? We wrap up PR Asia by hearing what our industry experts

opinions on the matter.

2.10 pm

Case Study: Why Earned Media is Still Your Secret Weapon

• How earned media can differentiate you from competitors

• Evolving best practices - then and now

• Challenges, lessons learnt and key learning takeaways

Speaker: Violet Lim, Chief Executive Officer and Co-Founder, Lunch Actually Group

2.50 pm

Presentation: Driving sustainable growth through Comms

• Why communications are crucial to sustainable growth

• Involving all stakeholders to drive culture

• Unpacking how sustainable growth is viewed across all levels within the organisation

• Addressing present needs without compromising future abilities

Speaker: Shweta Shukla, Director Communications, External Affairs & Sustainability, Unilever

3.30 pm Afternoon break

3.50 pm

Closing Panel: Comms (r)evolution

• Reinventing and evolving the "PR" mindset

• Staying curious and maintaining cultural relevance

• Where critical thinking is lacking in comms today

Moderator and panellists:

Eva Sogbanmu, Director of External Communications, Asia Pacific, Jones Lang LaSalle Property Consultants

David Kiu, Vice President, Corporate Affairs, Asia, Middle East and Africa, Mars Wrigley Confectionary

Yin-Fern Lim, Head, Corporate Communications, NETS

Stephanie McConachy, Head of Marketing & Communications, PricewaterhouseCoopers

Kim Stengert, Chief, Strategic Communication and External Relations, World Wide Fund for Nature (WWF) Singapore

4.30 pm Closing address

4.40 pm End of PR Asia 2018

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Tel: +65 6423 0329 Email:

jessyk@marketing-interactive.com

Tel: +65 6423 0329 Mobile: +65 8749 0398

Email: rachels@marketing-interactive.com

JESSY KOH Project Manager

RACHEL ANNProject Manager

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13 PR ASIA 2018 2018

If you are all ready to register online, here’s the link: https://www.marketing-interactive.com/pr-asia/sea/register/

KNOWLEDGE SPONSOR EVENT SPONSOR

SPONSORS & PARTNERS

FOR SPONSORSHIP & ADVERTISING OPPORTUNITIES, CONTACT :

CHUA SOON TZERRegional Director, SEA

Tel: +65 6423 0329 Mobile: +65 9066 0353 Email: soontzerc@marketing-interactive.com

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2018PR Asia