Speakers - Campaign Spotlight


Speakers - Campaign Spotlight


Digital Marketing Spotlight

12 October 2012, Goodwood Park Hotel, Singapore

Partner Supporter

Produced By



Campaign is a globally recognised brand within the advertising and marketing industries,

synonymous with quality in the hearts and minds of opinion-forming agency and marketing

personnel across the world.

Launched in the UK in 1968, Campaign has grown into a global brand serving the broader

marketing, digital, advertising, PR and media industries. Following brand alignment in Asia,

the fortnightly Media magazine has been superseded by Campaign with print editions in

India and Asia-Pacific and a network of websites for India, China (including Hong Kong and

Taiwan – English and Chinese versions), Singapore and the wider Asia-Pacific region.

Campaign delivers market-leading content to industry opinion-formers and decision-makers

wherever and however you want to access it – whether catching up on the latest industry

news, videos and blogs online or on a mobile device, studying in-depth analysis and reports

in our print magazines, hearing from the world’s key industry speakers at market-leading

conferences or celebrating excellence and best practice at our awards festivals.

Campaign Asia-Pacific is the biggest and most exciting content and research network for

the marcomms industry in Asia. Combined with Campaign in other regions, access to the

best content and reach among the world’s key professionals is truly global.


Campaign Spotlight Conferences are produced by haymarket media group limited, the publishers of

Campaign Asia-Pacific



On behalf of Campaign magazine, I am delighted to welcome you to the inaugural Digital

Marketing Spotlight – a new event created specifically to shed light on burgeoning trends

and tackle challenges facing the digital marketing industry in Asia. Researched and

designed for marketers, today’s event will feature thought-leaders placing the microscope

on compelling subjects such as enhancing customer engagement in the digital space, the

ROI of email and securing top-talent to enhance sustainability.

As always, the goal of Spotlight events is to create an exclusive learning environment for

marketers, coupled with an unparalleled networking platform. Today’s event presents a

great opportunity to benefit from the insight of experts and peers so I urge you to ask

questions of speakers and contribute to the discussions throughout the day’s programme.

We strive to constantly improve our content and create events which meet your needs

and reflect the state of the industry. To that end, please provide your feedback by taking

a moment to complete the evaluation form or send an email with your comments to arun.


I would like to express my gratitude to our sponsors and speakers for the time, effort and

support they’ve provided in order to make today’s event possible. Finally, I would like to

thank you for joining us today for what I am certain will be a truly insightful, enjoyable and

memorable event.

Arun Kumar

Conference Manager

Campaign Asia



0830 Registration & Networking Coffee

0900 Chairman’s Opening Remarks

Arent Jan Hesselink, Head of Integrated Marketing and Communications,

Philips Asia Pacific

0910 Enhancing Customer Engagement and Creating Brand Preference in the

Digital Space

• How consumers engage with brands in the digital space: What drives brand

differentiation, preference and loyalty?

• Setting yourself up for success in the digital age: Crucial capabilities, focus and

integration of brand building streams

• Developing integrated campaigns to connect effectively with the massively digitized,

massively social Asian consumer

• Amplifying consumers to become brand advocates

Arent Jan Hesselink, Head of Integrated Marketing and Communications,

Philips Asia Pacific

0950 Key Trends in the Digital Space

• Media Investment vs Media buys

• Metalworks: A model for innovation

• Case studies and implications

Nico Abbruzzese, Head of Digital APAC, Maxus Global

1030 Networking Coffee Break

1100 Going our Way? Understanding, Impacting and Influencing Traveler Decision


• The ‘new’ online audience – Getting your name onto their blank canvass

• Fish where the fish are: Online sites with scale

• Scale + Maximum Relevance ( Scale is important, scale with relevance is even better)

Robin Ingle, Senior Vice President, Advertising Sales, TripAdvisor

1140 Keeping Up to Date with Social

• How do events such as listing of facebook affect the social media marketing scene?

• Selecting which social media channels to invest in

• Creating a sustainable social media plan to promote your brand

Haresh Tilani, Digital Dude, Scoot

1220 Why Should I Be Your Friend? Winning in Digital by Humanising Your Brand

Aseem Puri, Marketing Director, Fabric Care Asia, Unilever

1300 Networking Luncheon



1400 The ROI of Email and its Impact in a Cross-Channel World

• Key findings from e-Dialog’s Smart Marketer’s Research Study: Generating Higher

ROI from Email throughout the Consumer Purchase Path

• When in the purchase path is email most effective in increasing conversion rates and

average order value?

• Assessing digital channels which are most complementary to email in maximizing

overall performance and generating higher ROI

Darren Fifield, Regional General Manager, e-Dialog APAC

1440 Harnessing the Power of Digital Across Platforms

• Maximising impact: Combining paid advertising, search and social for a 360 degree

reach of your marketing campaigns

• Managing reputation: Tackling public relations issues and improving customer

service using digital channels

• Proving returns: Measuring the results of digital marketing initiatives and ensuring


Miguel Bernas, Director, Digital Marketing, SingTel

1520 Networking Coffee Break

1550 Winning in Digital

• How has the internet changed consumer behavior?

• The opportunities and innovations in digital engagement

• A framework for delivery success (holistically and digitally): Play Buy Share

• A selection of case studies showcasing Play Buy Share

Neil Hudspeth, Chief Digital Officer, Asia Pacific, Leo Burnett & Arc Worldwide

1630 PANEL: Securing Top Talent for a Sustainable Industry

With the talent shortage in digital marketing, what are the best ways to attract,

nurture and retain top talent in this fast-moving industry?

Moderated by:

Miguel Bernas, Director, Digital Marketing, SingTel

Panellists include:

Damien Cummings, Regional Marketing Director, Digital & Social Media,

Samsung Asia

Rosmalia Hardman, Director of Sales and Marketing,

W Singapore - Sentosa Cove

Enrique Pinilla, eHub Head, Consumer & Office Business, APAC, 3M

1710 Chairman’s Closing Remarks & Close of Conference



Nico Abbruzzese

Head of Digital APAC

Maxus Global

Nico comes from a background in Design, Digital and Technology since its early days and has been working

in the online arena for over fifteen years. In this time frame he has accumulated a solid brand marketing and

advertising experience working for global networks such as Ogilvy, JWT and Y&R,. His core strength, coming

from a consultancy background and a solid client side experience, lies in the ability to define a strategic

framework designed to outlast the campaign concept and achieve solid commercial results. For the past 3

years, Nico has been leading the digital discipline for Maxus APAC, the fastest growing media agency network

born out of GroupM.

Miguel Bernas

Director, Digital Marketing


Miguel has over twenty years of experience in media & marketing, managing teams across the Asia Pacific and

handling some of the world’s biggest brands, including Nokia, Yahoo!, MTV, CNBC and Virgin. He is a specialist

in youth marketing, digital media and digital entertainment and was co-founder of online games startup,

MatchMove Games. He is currently director of digital marketing at SingTel.

Damien Cummings

Regional Marketing Director, Digital & Social Media

Samsung Asia

Damien has over fifteen years’ experience in the digital industry, covering all aspects of digital marketing,

e-commerce and social media. Damien is currently the Regional Marketing Director, Digital & Social Media

Samsung Asia. Prior to this he was the Online Director – Asia Pacific & Japan at Dell, managing over $1 billion in

e-commerce revenue in Asia. At Dell he also had the dual role of Global Social Media Director, with a mandate to

“operationalise” social media sales and marketing into Dell’s top 10 countries internationally. Prior to working at

Dell, Damien was at Ogilvy & Mather Singapore, as General Manager of Soho Square (Ogilvy’s conflict agency);

General Manager of Neo@Ogilvy (Ogilvy’s digital media team) and Ogilvy’s regional digital consulting lead.

Damien has also worked at leading companies such as Citibank, Coca-Cola, NRMA and McKinsey & Company.

Darren Fifield

Regional General Manager

e-Dialog Asia-Pacific

As Regional General Manager of e-Dialog, Darren oversees the sales and client services operations, including

consulting and functional delivery teams for clients managed in the Asia-Pacific region, helping to deliver

highly-targeted and successful email marketing campaigns. Prior to joining e-Dialog, Darren was Vice

president of Strategic Sales and Client Development at Kelly Services Asia-Pacific, where he built up sales

throughout the Asia-Pacific region across targeted prospects, competitive clients and key clients from other

global regions. An industry veteran, Darren has over twenty years of experience with managing the needs of

culturally-diverse teams and clients. He has a proven track-record of improving the bottom-line of businesses,

while ensuring high levels of customer satisfaction and loyalty.



Arent Jan (AJ) Hesselink

Head of Integrated Marketing and Communications

Philips Asia Pacific

AJ Hesselink joined Philips in 2006 after a career of more than ten years in international journalism. He moved to

Asia in 2010, and with a team of talented communicators and marketers, he now runs high-impact and business

enhancing internal and external communications and brand building campaigns across platforms. As Head of

Integrated Marketing and Communications, he is charged with building, promoting and protecting the overall

Philips brand and reputation. AJ believes that Philips has a unique opportunity to become the leading company

in health and wellbeing and he is determined to build the brand into the preferred choice for people across Asia

Pacific by listening, co-creating and ultimately delivering truly meaningful innovation. Before joining Philips,

AJ held various jobs in international financial journalism, from being a reporter at local Dutch newspapers to

running the Benelux bureau for Dow Jones Newswires and the Wall Street Journal Europe.

Neil Hudspeth

Chief Digital Officer, Asia Pacific

Leo Burnett & Arc Worldwide

Neil has spent over twenty-four years in Asia Pacific and over the course of his career spanning four continents,

he continues to be driven by his passion for brand, and the power it brings to help shape the way all businesses

perform, engage and grow. Since 1995, when he established a digital brand consultancy in London, he has also

been a leading advocate on digital brand experiences. Neil has helped develop brand and business success

for a diverse spectrum of clients and industries including P&G, Philip Morris, Shell, BP, Samsung, Hewlett-

Packard, Nissan, Hino, Lexus, Ferrari, Audi, Coca Cola, Capitaland, China Mobile, Motorola, Telkom Indonesia,

ICBC, Masterfoods, Pernod Ricard, CP Foods and McDonalds.

Robin Ingle

Senior Vice President, Advertising Sales


Robin is responsible for all graphical and cost-per-click advertising sales as well as ad operations and support

for TripAdvisor in Asia Pacific, the Americas, EMEA, and the South Pacific. She joined TripAdvisor in 2001 and

has held roles in business development and international development. Before joining TripAdvisor, Robin served

as vice president of advertising at Access Media, vice president of sales for MediaPassage, and director of

display advertising at the Chicago Sun-Times.

Aseem Puri

Marketing Director, Fabric Care Asia


A senior marketing & business professional with Unilever, leading a portfolio of global brands, Aseem is

responsible for brand innovation and brand communication with top line /bottom line responsibility for fabric

cleaning brands. He has ten years of rich experience across Asia in brand positioning & marketing in FMCG,

Sales & distribution, business management & Profit and Loss Management with a strong track record of

delivering exceptional results in terms of sales growth, market share increases, profit margin improvement

and brand equity improvement. Aseem is also a published author and public speaker, training over a thousand

professionals in marketing skills across business schools in Asia and leading international marketing forums.

He was selected by Times of India in 2007 as one of India’s 24 leading emerging young leaders for the future.



Enrique Pinilla

eHub Head, Consumer & Office Business, APAC


Enrique joined 3M in 2011 in the newly created role of eHub Head for the APAC region, with the remit to lead

and amplify Digital Marketing, eCommerce and Digital Technology for the Consumer & Office Business. He is

a staunch advocate of the internet as a conduit for commercial evolution through well-thought communication

efforts. Enrique has held various roles in the industry and has dedicated his career to the digital space

for over ten years. He has been a co-founding member of a digital marketing agency in the US and headed

the operations for digital agencies in North America and Asia, responsible for managing the end-to-end strategy

& execution of both digital and integrated marketing projects, P&L, and recruiting & training. Clients he

has consulted for include Intel, Dell, Microsoft, The US Federal Government, PayPal, Skype, and Super Glue. He

is proud to be at the forefront of the continuous development of Asia’s digital industry.

Rosmalia Hardman

Director of Sales and Marketing

W Singapore - Sentosa Cove

Rosmalia is an experienced marketer, hospitality start-up specialist, professional speaker and workshop leader

for business seminars and conferences on the topic of travel management, sales, marketing and brand since

1995. With experience spanning over thirly years in 8 countries and 2 continents, Rosmalia has held senior

leadership positions in Jumeirah, W Hotels, Mandarin Oriental, Rosenbluth International, The Fullerton, Pan

Pacific, Melco China Resorts, and Kempinski Hotels. Rosmalia is a highly passionate marketing and branding

professional with proven skills in leading change across the organization, shaping the company’s public

profile and building new capabilities within the marketing department and across the company. A specialist

in hospitality start-ups and rooms operations, Rosmalia’s pre-opening portfolios include luxury hotels, villas,

restaurants & bars, marina & yacht club, golf & country club, sports club, beach club, mountain & ski resort,

conference and convention facilities. Rosmalia has a talent for identifying business opportunities and

leveraging competencies to drive growth, controlling costs, reversing negative sales trends, improve market

position, and improve bottom-line financial performance.

Haresh TIlani

Digital Dude


Haresh leads Digital Marketing at Scoot, and oversees all strategic development and operational execution

in the online space. One of his core areas of focus is the building up of Scoot’s social media presence, which

as of August 2012, comprised 4 Facebook pages, 1 YouTube Channel and 1 Weibo page, which have been

profiled by organizations such as TODAY Newspaper, Jaunted.com and SocialBaker.com. Haresh also serves

as the creative producer of Scoot’s in-house audio-visual content, which have been lauded by established

travel websites such as Jaunted.com and SocialBakers.com. Prior to joining Scoot, Haresh was part of

the e-Commerce team at Singapore Airlines, where his primary focus was on strategy development and

performance analysis.


Our Sponsors

Thank you to:



e-mail marketing is one of the most powerful tools retailers have at their disposal. No other medium allows

for a more relevant, flexible or effective communication with your customer. e-mail drives both online and

in-store sales, and gives retailers the insight they need to transform first-time buyers into loyal customers.

At e-Dialog, we encourage retailers to interact intelligently with customers in the channel they prefer,

whether that be e-mail, mobile, or on social media sites.

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• Transactional e-mails

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• Social media and mobile integration

• Customer loyalty programs

• Coupons, contests, and other application deployment

For more information please contact:

:: Darren Fifield | Regional General Manager

:: e-Dialog Asia Pacific | dfifield@e-dialog.com

:: Unit 31-03 The Concourse

:: 300 Beach Road | Singapore 199555

:: m: +65.9007 5521

:: t: +65.6809.5905 | f: +65.6809.5901

:: www.e-dialog.com

Local solutions.

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Talk to us today about targeted email campaigns

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to see your campaigns through all stages from strategy, production to delivery.

Email Darren at dfifield@e-dialog.com and talk to us about turning your

conversations into conversions.


Leo Burnett Worldwide, part of Publicis Groupe, is one of the world’s largest agency networks with 96

offices and nearly 10,000 employees. In 2012, the global network was awarded a record-breaking 55 Lions

at the Cannes Lions Festival of Creativity and was also named “Network of the Year” by YoungGuns, Dubai

Lynx and MENA Cristal Awards.

The influential Gunn Report also ranked Leo Burnett as the Creative Agency Network of the Year in Asia

Pacific for 2011.

A HumanKind Communications company, Leo Burnett Worldwide has a simple and singular approach: put a

brand’s purpose at the center of communications to truly connect with people.

Leo Burnett works with some of the world’s most valuable brands including The Coca-Cola Company, Fiat,

Kellogg’s, McDonald’s, Nintendo, P&G, Samsung, Diageo and Tata among others.

To learn more about Leo Burnett Worldwide visit our site www.leoburnett.com, Facebook www.facebook.

com/LeoBurnettAsia page and follow us via @leoburnettasia.


Maxus launched in late 2008 and has been the world’s fastest-growing global media agency network for

the last 2 years (RECMA 2011).

We have a talented team of 1,400 people across 67 locations worldwide, and work for some of the world’s

most well-known advertisers, including Barclays, SC Johnson, NBC Universal, Fiat Group, Nokia, Vodafone,

Church & Dwight, Nestlé and L’Oréal.

We’re also part of GroupM, the world’s largest media investment management group that serves as the

parent company for all of WPP’s media agencies, and which buys over one third of the world’s media every



• Communications strategy

• Media planning and buying

• Digital marketing

• SEM and SEO

• Direct response media

• Data analytics

• Marketing ROI evaluation

Visit us online





New Business & Press Enquiries

Helena Snowdon, Global Marketing Director (London)


Who we are

· World’s largest travel site

· World’s best travel planning resource

· World’s biggest travel community

· Flagship brand of TripAdvisor, Inc. (NASDAQ: TRIP)

Where we started

Founded in 2000 by CEO Stephen Kaufer, TripAdvisor® has one

simple mission: to help travelers around the world plan and have

the perfect trip.

Where we are today

· 30 countries in 21 languages

· 60 million unique monthly visitors*

· 75 million reviews and opinions by travelers

· 50 new reviews and opinions per minute

· 1.6 million properties listed

We are part of TripAdvisor, Inc.

· 19 travel media brands** other than TripAdvisor

· 1,300+ employees worldwide

· $637.1 million in annual revenue (2011)

TripAdvisor has all you need to plan and have your perfect trip

• Millions of reviews & opinions

Candid travelers’ opinions of hotels, restaurants, and attractions

• Mobile apps

Award-winning smartphone and tablet apps provide traveler reviews, photos, and maps on the go

• Social community

Facebook integration makes it fun and easy for friends to share travel advice

• Travel guides

From mobile City Guides to printable Quick Guides, find recommendations for more than 13,000 destinations

• Forums

Community members answer even the most specific travel questions, typically within 24 hours

• Flight search with Fees Estimator

Powerful metasearch finds the lowest airfares and reveals all fees up front

• Vacation rentals

Easy-to-use features help travelers compare and rent beach houses, cabins, condos, & more

For more information on TripAdvisor’s array of services and products, please contact:

Cindy Tan

+65 6643 1266


*Comscore, July 2012

**www.tripadvisor.com, www.airfarewatchdog.com, www.bookingbuddy.com, www.cruisecritic.com, www.everytrail.com, www.familyvacationcritic.com, www.flipkey.com, www.holidaylettings.co.uk, www.

holidaywatchdog.com, www.independenttraveler.com, www.onetime.com, www.seatguru.com, www.sniqueaway.com, www.smartertravel.com, www.tingo.com, www.travel-library.com, www.travelpod.com, www.

virtualtourist.com, www.whereivebeen.com, and www.kuxun.cn.

Continue to demystify digital…

Make sense of the latest digital trends and transform your

marketing effectiveness by connecting with Campaign.


Special 35% discount

Subscribe to Campaign Asia-Pacific and access

latest research, data, regional insights and

learn from Asia’s most successful brandbuilding


• 12 print issues and eMagazine editions, plus

unlimited online access.

• The face behind the brand – up close and

personal profiles of the marketers making

the headlines.

• The Atifa Silk Interview -unparalleled access

to global marketing communications players

• In-depth reports; covering Asia’s Top 1000

Brands, to Social Media, Mobile, regional

studies, audience opportunities and more.


Call: +852 2122 5243 quoting ‘Spotlight

Offer ends 31 Oct 2012


Subscribe to Campaign Asia-Pacific and access

latest research, data, regional insights and

learn from Asia’s most successful brandbuilding


• 12 print issues and eMagazine editions, plus

unlimited online access.

• The face behind the brand – up close and

personal profiles of the marketers making

the headlines.

• The Atifa Silk Interview -unparalleled access

to global marketing communications players

• In-depth reports; covering Asia’s Top 1000

Brands, to Social Media, Mobile, regional

studies, audience opportunities and more.


Call: +852 2122 5243 quoting ‘Spotlight





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