N E W R E A L I T I E S

Z E I T G E I S T

6 SEPTEMBER, 2016. CONTACT RUBY 03-77262588, RUBY@ADOIMAGAZINE.COM

www.marketingmagazine.com.my/cmo2016

SantharubanT. Sundaram

Group Marketing Manager Etika Holdings

Rachel Lim Co-FounderLove, Bonito

Eric Wong Marketing Director

IBM Malaysia

Timothy Johnson Senior VP Marketing

INTI International University & Colleges

Bala PomalehCEO

IPG Mediabrands

Spencer LeeCommercial Head

AirAsia Berhad

Rafiq Razalli Chief Executive Officer

Media Prima Digital Sdn Bhd

Srikanth RamachandranExecutive Director

Moving Walls

Edward LingSales ManagerWaze Malaysia

Puspa Marina Omar Senior VP &

Head of Strategic Comms Bank Simpanan Nasional

Raja Teh Maimunah Raja Abdul Aziz

MD & CEOHong Leong Islamic

Bank Berhad

Loh Keh JiatChief Marketing Officer

Digi Telecommunications

Cyril DhenautHead of Marketing

KFit Group

Dato Seri VidaFounder

Pamoga & Qu Puteh(Vida Beauty)

Sulin Lau Head of Marketing Services

Maxis

WHY ATTENDInto its fifth year, the Malaysian CMO Conference has become a landmark event for all serious

marketing communications and media professionals. Apart from learning cutting-edge knowledge and listening to real-market experiences from the speakers and panelists, it is also a great opportunity to

network with thinkers from the marketing, media, advertising, digital and content ecosystem. About 300 senior marketing and media players turn up for this once-a-year wakeup call

on what’s hot and what’s not in marketing.

WHO SHOULD ATTEND• Marketing, Brand and Product Managers

• Advertising, Media and Digital Executives and Entrepreneurs • Media Players – Traditional and Digital

• Business Development Managers • SMEs & SMIs

6 SEPTEMBER, 2016. CONTACT RUBY 03-77262588, RUBY@ADOIMAGAZINE.COM

The market is in a state of flux. Media fragmentation has gone wild. Digital is exciting but also a minefield if handled wrong. Marketers need stamina, focus and a scalable approach to strategies.

ROI has never been more confusing. Marketers are overwhelmed, and the economic situation is hazy. It’s time to get back to what works and what does not. From content and conversations

to convergence and conversions, it’s time to re-energise reality.

N E W R E A L I T I E S

Raja Teh Maimunah Raja Abdul AzizManaging Director & Chief Executive Officer, Hong Leong Islamic Bank BerhadRaja Teh Maimunah has over 23 years of experience in banking and finance, focusing on Islamic and investment banking. Prior to her current role, she was Global Head of Islamic Markets at Bursa Malaysia. And before that, she was the Chief Corporate Officer and Head of International Business at Kuwait Finance House Malaysia, CEO of Bank Al Khair Malaysia (previously Unicorn Investment Bank) and Head of Investment Banking at RHB Sakura Merchant Bank (now RHB Investment Bank).

She had also served in Pengurusan Danaharta Nasional Berhad during the Asian financial crisis in 1998 and was with CIMB Investment Bank over a period of almost 10 years covering debt and equity origination and equity sales. Raja Teh is the Adviser on Islamic Banking and Finance to the World Islamic Economic Forum Foundation and a Board Member of the Islamic Banking and Finance Institute Malaysia.

Loh Keh JiatChief Marketing Officer, Digi Telecommunications Sdn Bhd Loh was appointed Chief Marketing Officer on 30 March 2016. Prior to that, he was Chief Sales Officer. He has held other various senior positions within the Marketing Division in his 10 years with Digi. These include Head of Postpaid, Head of Corporate Strategy and Broadband, Head of Product Marketing, and Head of Channels and Regional Management. He has more than 20 years of experience in the telecommunications and accounting industries, having held roles at PT Mobile-8 Tbk Indonesia and PricewaterhouseCoopers prior to joining Digi.

SPEAKERS & PANELISTS

Cyril DhenautHead of Marketing, KFit GroupCyril is an emerging young leader in the industry and joined KFit recently at the tender age of 27. He holds CMO responsibilities and oversees regional marketing, with a focus on integrating marketing, business strategy and product development in an evolving startup environment.

Originally from Paris, Cyril graduated from one of Europe’s top business schools in 2012. His career in marketing started with French telecom giant Bouygues Telecom, where he moved into the role of Web Marketing Product Manager within two years. Cyril’s career has spanned across leading e-commerce players like online French media group Webedia and Glass Group Global. At Glasses Group, Cyril was appointed Head of Performance and CRM for Asia Pacific, a role that brought him to Kuala Lumpur.

Eric WongMarketing Director, IBM MalaysiaAs the Marketing Director of IBM Malaysia, Eric Wong is tasked to educate the Malaysian market on what is IBM’s vision of a Smarter Planet. A role that requires him to engage IBM clients, business partners, government agencies, media and industry influencers to have a conversation on IBM’s thought leadership.

With over 22 years of solid Marketing experience in the IT industry, Eric’s marketing efforts are targetted at driving brand differentiation in an industry that is crowded and constantly innovating and evolving. Eric is a councillor for the Malaysia’s National ICT Association (PIKOM) and a member of the Malaysian Advertisers Association. He also serve as an industry advisor to Universiti Sains Malaysia and Taylor’s University to help local universities produce future talents for the industry.

Timothy JohnsonSenior VP Marketing, INTI International University & CollegesA seasoned marketer with over 20 years experience in Sales & Marketing spanning FMCG, Financial Services and now Education, Tim has worked with top brands at Nestle, Citibank and Standard Chartered and is now Vice President Marketing at Inti International University and College. Before Inti he was Head of Marketing at Standard Chartered Bank for five years.

Bala Pomaleh CEO, IPG Mediabrands MalaysiaBefore helming IPG Mediabrands Malaysia, Bala was CEO of Carat Malaysia. He has been in advertising since 1991, starting off as a Media Research Assistant, and worked across a select few agency groups since then. He joined Aegis Media with Carat in 2006, but was soon offered the opportunity to lead Aegis Media sister company Posterscope Malaysia, to become the top OOH specialist in the country. In 2012, he came back to Carat as CEO. Bala has been in the industry for 23 years and won numerous awards including the MSA and Aegis Media Awards.

Spencer Lee Commercial Head, AirAsia Berhad Spencer Lee has been Head of Commercial at AirAsia Berhad since 2014. Mr. Lee oversees the entire Malaysia Commercial function and is accountable for its profit and loss. He joined AirAsia in 2006 as a Marketing Manager and moved on to set up the Ancillary Income Department. He served as Head of Marketing at AirAsia Berhad since 2013. He has pioneered a number of projects in AirAsia, especially Ancillary products, and was instrumental in setting up the AirAsia BIG loyalty programme. He also won the best co-brand credit card programme with Citibank, the best use of TV with Media Prima, Social Media and Digital during his marketing period at AirAsia. He has over 13 years of experience in fields that include marketing, advertising, sales, communications, mobile and loyalty programmes.

SPEAKERS & PANELISTS

Edward LingSales Manager, Waze Malaysia Edward is the first employee of Waze in Asia Pacific, based out of Google Kuala Lumpur. Prior to Waze, he represented LinkedIn in a regional role - based out of Singapore. He spent over 12 years working in tech companies specializing in sales and marketing. He currently champions location based marketing, which uses location and behavioural data to craft sharper marketing campaigns.

Sulin Lau Head of Marketing Services, MaxisSulin currently oversees brand, media, digital, social and customer insight for Maxis. Before Maxis, she spent 15+ years poking around advertising, marketing, media and the internet: the first 10 years as a brand planner for Leo Burnett, DDB and BBDO, and then 4+ years as resident troublemaker at DiGi Telecommunications – overseeing different portfolios in brand, ecommerce, and customer experience. In 2013, she took a year off to bartend, write miserable fiction, volunteer for San Francisco-based Kiva.org and finally, to create Think Things (www.thinkthings.co), marketing and media ideation cards that “help any small budget client think like a big ad agency”. She joined Maxis 2 years ago from Ogilvy & Mather Malaysia, where she was MD for both the advertising and digital divisions. These days she still teaches and writes a little, although not nearly as much as she’d like to.

SPEAKERS & PANELISTS

Puspa Marina Omar Senior Vice President & Head of Strategic Communications, Bank Simpanan Nasional Marina is responsible for BSN’s brand management and corporate communications across a diverse network of more than 400 banking outlets and over 5,000 registered banking agents in the country.

She is known for her strong leadership presence and ability to lead, strategise and manage Integrated Communications activities honed over 25 years in the field of Marketing, PR and Corporate Communications. She is a seasoned professional and her experience covers industries ranging from banking to culture & tourism, project development & real estate, oil & gas, education, ICT, telecommunications as well as service & hospitality. She was responsible for the recent rebranding of BSN including many other corporate branding and marketing communications initiatives. Under her leadership, the BSN brand propelled to a different level with many award winning campaigns.

Srikanth RamachandranExecutive Director, Moving WallsInspired by Ridley Scott’s Blade Runner, where technology-based canvases mesh the physical world (real) with the digital world (virtual), Srikanth formed Moving Walls – a start up with a vision to tackle Digital’s Final Frontier. His corporate and entrepreneurial life comprise establishing and growing IBM Singapore’s e-business team, Implementing the world’s first end-to-end Secure Electronic Transaction (SET) transaction in 1996; building and merging Knowledge Dynamics (KD), a regional leader in the analytics space, with a NYSE listed company. At Moving Walls, he scooped a range of Malaysian and Regional Awards including Most Promising Entrepreneur Award at the 2015 Asia Pacific Entrepreneur Awards (APEA).

Rachel LimCo-Founder of Love, BonitoHaving started her own online fashion business at the tender age of 19 when e-commerce was minimal, Rachel and the brand was immediately propelled to the forefront of the industry, revolutionising and headlining the spheres of online retail and redefined the fashion scene in Singapore.

The style maven continued to garner a strong following among women with her innate ability to engage, relate and connect with them. In line with Love, Bonito’s mission to empower women’s confidence through style, she is able to further touch and impact the community of women she and the brand have created.

Love, Bonito today remains to be the leading online retailer, constantly pushing boundaries and scaling new heights. She has grown the brand beyond Singapore to Malaysia, Indonesia, Cambodia and Australia. Rachel believes that everyone has a purpose destined for them and she endeavours to inspire them to discover and live out their true purpose. She was recently honoured by Forbes to be in Asia’s first ever 30 Under 30 list.

Santharuban T. SundaramGroup Marketing Manager, Etika Holdings (formerly Permanis) Santharuban or Ruban has been in marketing for about 14 years. He is now Group Marketing Manager of Etika Holdings, in charge of brand marketing, events and sponsorship, public relations as well as new product development for brands like Wonda, Calpis, Goodday, Mountain Dew, Revive, Tropicana, Pepsi, etc. Ruban has served Permanis for 7 years and was previously with ntv7, NSTP, WOW FM and Celcom Axiata. He has judged for award shows like the Effie, PMAA Dragons of Asia, etc. The innovation and differentiation behind the launch of Wonda and Mountain Dew has won Permanis awards like a Gold Effie in 2014, MMA Advertiser of the Year 2015, and Marketer of the Year at the AMEA 2015 awards.

Dato Seri Dr Hasmiza Othman (Dato Seri Vida)Founder, Pamoga & Qu Puteh (Vida Beauty) Dato Seri Dr Hasmiza Othman or more popularly known as Dato Dr. Vida, started off from humble beginnings, having lost her father at the tender age of 9. Holding a Bachelor of Education in Malay literature and history, she started off her career as a teacher at the National Chinese School in Ipoh Perak – a position she held for 12 years. Starting off her business small since she was in high school, today her health and beauty products Pamoga and Qu Puteh are known throughout Malaysia, Brunei and in Singapore.

This ambitious female entrepreneur who is in her early 40s is still eager to grow and diversify her business offerings. She got her first head start into the business world when she opened a salon, it was there she began to make a variety of health and beauty products for her customers looking for facials. Luck was on her side when she became a lecturer at the National Vocational Training Council (VLK) and became more active in promoting her products.

Today, Vida Beauty products are now sold in both the local and international markets.

SPEAKERS & PANELISTS

Rafiq Razalli Chief Executive Officer, Media Prima Digital Sdn Bhd Rafiq, 31, became CEO of Media Prima Digital earlier this year. He who holds a Bachelor of Science (First Class Honours) in Actuarial Science from Pennsylvania State University and has comprehensive experience in business development and strategic planning. His career in IT began with Maxis where he held positions in International Data Wholesale and Corporate Strategy. In 2011, Rafiq was part of the team which formed Groupon Malaysia, an e-commerce player based in the US connecting customers with local merchants in more than 28 countries including Malaysia. He was promoted to Country GM for Malaysia two years later. In 2015, Rafiq and a group of investors established KFit, a Malaysian start-up company that provides a mobile app for users to plan their wellness activities like gym membership, fitness studios and related activities. KFit today boasts operations in eight countries across Asia Pacific.

9.00am Welcome Remarks by Master of Ceremonies Timothy Johnson - Senior VP of Marketing, INTI International University & Colleges

9.10am How today’s digital reality can enrich customer experiences by Raja Teh Maimunah Raja Abdul Aziz - MD & CEO, Hong Leong Islamic Bank Berhad Raja Teh is in the forefront of Islamic banking today and she drives the Hong Leong Islamic Bank brand across all platforms. She has been breaking new ground with innovative approaches to Islamic banking products and services as a Shariah compliant alternative to conventional banking. A highly-sought after speaker and award-winner, her talk focuses on how the digital ecosystem is shaping the customer experience roadmap across her shared network of over 270 branches and 1,400 terminals nationwide. 9.50am The UnMarketing Marketer Loh Keh Jiat - Chief Marketing Officer, Digi Telecommunications From accountant, to salesman to now CMO of Digi Telecommunications, Keh Jiat brings an honest and realistic perspective to marketing. He will share what works and what does not in today’s marketplace by sharing some candid but blunt realities: • Analytics and Big Data – can one go too micro, and miss obvious trends? • Digitization of business – transforming the way you run your business, or transforming the business itself? • Customer Love – it is all about culture building… • Contextual Marketing – how Real is it?

10.30am Coffee/Tea & Networking

11.00am Reality Check: Imminent Extinction? By Sulin Lau - Head of Marketing Services, Maxis. Based on the current climate change trends in the digitization of marketing channels, democratization of insights, and emerging opportunities to automate in our industry, we take a cheeky non-scientific pick of which countries and species may be the first to disappear in this world we know as marketing.

11.40am Real Lessons from Malaysian Product Launches By Santharuban T. Sundaram - Group Marketing Manager, Etika Holdings (formerly Permanis) Santharuban or Ruban is in charge of overseeing all A&P and new launches for Etika’s portfolio of brands. This blistering journey has seen him work with the team at Etika to strategise many breakthrough product launches and multiple award-winning campaigns for brands like WONDA, Lipton, Tropicana, Mountain Dew, Revive Isotonic, Gooday (relaunch) and most recently Calpis! Hitting the ground running, Ruban’s mantra remains “Go Big or Go Home”.

12.10pm Building Local Businesses of Tomorrow by Cyril Dhenaut – Head of Marketing, KFit Group Out in beta testing now, Fave will be the latest innovation by KFit to hit the Southeast Asia consumer marketplace later this year. It will give local businesses the technology/virtual keys to grow their physical businesses. Fave is designed to bridge virtual interactions with real world experiences by facilitating meaningful experiences among friends and empowering people to do more together. Let Cyril tell you how this can transform local commerce and propel economic growth!

12.40pm Lunch & Networking

1.20pm Exclusive Screening of World’s Best Campaigns from Cannes Lions 2016 This is the first ever screening in Malaysia from the Lions Festival in June 2016. Made possible by MARKETING magazine - Official Malaysian Rep of Lions Festivals.

PROGRAMME

2.20pm Content Marketing Case Study: Golden Kancil Winner Kuching Happy campaign by Puspa Marina Omar - Senior VP & Head of Strategic Comms, Bank Simpanan Nasional This campaign shows how a conventional bank broke new ground to make itself relevant in the age of social media. Kucing Happy, probably Malaysia’s most popular social media persona, is BSN’s mascot from its 40th anniversary. His duties as the director of the Happy Department include to “meng-happy- kan” the public by answering requests posed on social media with the hashtag #Kucing Happy.

2.40pm From blogshop to fashion stores! by Rachel Lim - Co-Founder of Love, Bonito Rachel started her online fashion business when she was 19 and her brand Love Bonito has revolutionised online retail and redefined the fashion scene in Singapore. In 2009, her blog was voted Best Blog Shop at the Asia Pacific Blog Awards. When she launched her own store, her website crashed because she did not expect more than a few thousand customers. With over 90,000 followers on Instagram and 130,000 Facebook Likes, Love Bonito is a fashion phenomenon. She has grown the brand beyond Singapore to Malaysia, Indonesia, Cambodia and Australia. When Love, Bonito launched its collaborative line with French couture designer Julien Fournie in 2013, it was credited for bringing fashion to the masses. Listen to her amazing inspiring true story.

3.10pm Coffee/Tea & Networking

3.40pm POWER PANEL DISCUSSION: How is Big Data transforming Marketing? Moderator: Timothy Johnson - Senior VP of Marketing, INTI International University & Colleges

• How can marketers capitalise on data to amplify their customer’s brand experiences? • What is the role of analytics when deploying marketing data that is already available? • What are the limitations of data when formulating and executing a marketing plan? • Are marketers harnessing the right data points to customise their strategies and media choices?

Marketing is about storytelling, brand and customer experiences. But with Big Data, Predictive Analytics, AI, IOT, marketers are now navigating complex touchpoints in a digital ecosystem to make sense of it all. The deluge of marketing data has made this conundrum a new reality. This session explores how brands are tapping into opportunities presented by data and decipher how it is managed to meet marketing goals.

Panelists: 1. Eric Wong - Marketing Director, IBM Malaysia 2. Spencer Lee - Commercial Head, AirAsia Berhad 3. Srikanth Ramachandran – Executive Director, Moving Walls 4. Edward Ling - Sales Manager, Waze Malaysia 5. Bala Pomaleh - CEO, IPG Mediabrands Malaysia 6. Rafiq Razalli - Chief Executive Officer, Media Prima Digital Sdn Bhd 4.30pm SPECIAL GUEST SPEAKER Dato Seri Vida - Founder, Pamoga & Qu Puteh (Vida Beauty) From Firebrand Entrepreneur to Maverick Marketer! This savvy businesswoman has redefined the way of promoting local products and is a radical thinker with a larger than life personality. She will share her secrets of capturing the the local Malay market and her strategies on going global. Her sponsorship of TV shows with her tagline “Qu Puteh, Qu Puteh, barulah putih” has become a catchphrase beyond the norms of conventional brand building. Following her high-profile two season sponsorship of the Kelantan soccer team, which will result in a name change to include the names of her two biggest selling products and a change in the state’s jerseys and stadium colours to bright Barbie pink. From sports marketing to branded content, Dato Seri Vida will share the inconvenient truths about the ‘New Realities’ of marketing. Not to be missed!

5.10pm Thank You & Close

PROGRAMME

MALAYSIAN CMO CONFERENCE 2016(CHIEF MARKETING OFFICERS)

date:6th September 2016

admission (hrdf-claimable):RM1,450 + 6% GST per head RM1,400 + 6% GST per head * Group discount for 3 pax above

venueSime Darby Convention Centre1A, Jalan Bukit Kiara 1,60000 Kuala Lumpur, Malaysia

Z E I T G E I S T

CHEQUE PAYABLE TO: SLEDGEHAMMER COMMUNICATIONS (M) SDN BHD 289967-W

22B, Jalan Tun Mohd Fuad 1Taman Tun Dr. Ismail60000 Kuala Lumpur, Malaysia

Bank Transfer to RHB Bank Berhad2-14389-000-10505Swift Code:RHBBMYKL

FOR ENQUIRIES:Call RubyT: +603 7726 2588F: +603 7722 5712E: ruby@adoimagazine.comwww.marketingmagazine.com.my

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Registration & Payment• Full payment is required upon registration.• Registrations without full payment will be treated as provisional and will not be guaranteed a training place.• Payment can be made via a crossed cheque payable to “Sledgehammer Communications (M) Sdn Bhd” at least 7 days before course commencement.

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N E W R E A L I T I E S

Z E I T G E I S T

6 SEPTEMBER, 2016. CONTACT RUBY 03-77262588, RUBY@ADOIMAGAZINE.COM

www.marketingmagazine.com.my/cmo2016

SantharubanT. Sundaram

Group Marketing Manager Etika Holdings

Rachel Lim Co-FounderLove, Bonito

Eric Wong Marketing Director

IBM Malaysia

Timothy Johnson Senior VP Marketing

INTI International University & Colleges

Bala PomalehCEO

IPG Mediabrands

Spencer LeeCommercial Head

AirAsia Berhad

Rafiq Razalli Chief Executive Officer

Media Prima Digital Sdn Bhd

Srikanth RamachandranExecutive Director

Moving Walls

Edward LingSales ManagerWaze Malaysia

Puspa Marina Omar Senior VP &

Head of Strategic Comms Bank Simpanan Nasional

Raja Teh Maimunah Raja Abdul Aziz

MD & CEOHong Leong Islamic

Bank Berhad

Loh Keh JiatChief Marketing Officer

Digi Telecommunications

Cyril DhenautHead of Marketing

KFit Group

Dato Seri VidaFounder

Pamoga & Qu Puteh(Vida Beauty)

Sulin Lau Head of Marketing Services

Maxis

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