Is Tomorrow’s Agency The Consumer? 消費者就是明天的廣告代理商嗎？
Moderator: Frederique Covington, CMO Lead, Microsoft Asia-Pacific
Panelist: Joël Céré, Global Director, Insights & Innovation Solutions, eYeka
Panelist: Leonardo O’Grady, Director ASEAN Integrated Marketing & Communications, Coca-Cola Asia Pacific
Panelist: Rob Sherlock, Chief Creative Officer, DraftFCB
Panelist: James Thompson, Asia Pacific Chief Marketing Officer, Diageo
小魚導讀：這場研討會和坎城創意節今年Day 1的某場研討會很類似：由平價內容提供者（媒體，在這場研討會是像eYeka這樣的平台）與客戶（在這場研討會出場的有Coca-Cola和Diageo），討論大量評價內容的取得方式（在這場研討會討論的重點看起來是消費者共同創做），提供一些可能在價值上可疑但是價錢上相當有投資報酬率的合作案例。這場研討會推薦凡是經營廣告代理商（請把自己想像為「品牌內容提供者」）的同業一定要去看，不然到時「你都不知道你是被什麼打趴的」。
We have come a long way since brands first discovered amateurish but enthusiastic user-generated content on YouTube. Today over a third of the world’s biggest brands are already co-creating their campaigns and innovating new products with consumers, with a quality often said to match or even exceed that of their agencies.
In this session, Leonardo O’Grady, Coca-Cola ASEAN Marketing Director, shares his experience with consumer co-creation and reveals the winning consumer co-created videos.
Frederique Covington-Corbett, Chief Marketing Officer APAC of Microsoft follows by hosting a panel discussion on consumer co-creation, its best practices and its impact on marketers and their agencies. Panelists, alongside Joel Cere, Global Insights & Innovation Director for eYeka, the world’s leading online co-creation community, focus on the question: “Is tomorrow’s Agency the Consumer?”
This session provides delegates with a deeper understanding of what consumer co-creation is, exposes them to best practices from leading brands, and gives a unique opportunity to ask questions to those who have already tried and tested what seems to be one of the biggest emerging marketing trends today.
Welcome To A Multi-Channel World 歡迎來到多頻道世界Moderator: Jill Grinda, Vice President, Operations, CASBAA
Panelist: Con Apostolopoulos, Director For Turner Media Solutions, Turner Broadcasting System Asia Pacific, Inc.
Panelist: Sean Rach, Director, Regional Marketing, Prudential Corporation Asia
Panelist: Doug Scott, President, OgilvyEntertainment
小魚導讀：這場研討會應該其實也是討論關於「內容」的種種。應該會介紹到Prudential剛剛在8月份推出的edutainment（教育性娛樂）案，這個案子跟電視台Cartoon Network合作，教導兒童對於財務的正確觀念，讓7-12歲兒童在寓教於樂的過程中學會如何賺錢，存錢，花錢，和捐贈。對於媒體經營者和廣告同業來說，這場應該是個很值得參考的案例。因為媒體其實應該要就自己的特色作更好，更相關的內容企畫，而不只是買賣時段而已。而廣告代理商的同業可能也能就Ogilvy娛樂在這個媒體品牌內容規劃案中扮演的角色有興趣。
Digital transformation requires a total rethink of what a company does to stay relevant. How are brands adjusting to a shifting media landscape and developing significant relationships with new, thinking consumers? Who’s in control – the consumers or the brands… or the medium?
Brands have been appearing in movies and television shows for decades, but now as advertisers struggle to engage the attention of over-marketed consumers, they are looking with renewed interest at the placement of brands in various entertainment genres. How can you get a genuine ROI in this cluttered media world?
While content navigates the transition to digital platforms, more than a billion multichannel consumers are paying to view high-quality content as they transcend the culture of ‘free’. Meanwhile, pay-TV channels in Asia are well positioned to engage advertisers at the pre-production phase, and to devise a coherent marketing platform that combines TV, online and offline all at the same time.
In this panel, media multinational Turner Broadcasting System showcases its successful branded content project on pay-TV channel Cartoon Network with Prudential as a case study. Prudential recently announced plans to expand its financial literacy initiatives to include a landmark money-smart kids programme across seven markets in Asia. OgilvyEntertainment discusses branded content from the agency point-of-view.
Cannes Lions – An Insider’s Guide 坎城創意節：「巷子內」的回顧
Speaker: Warren Brown, Creative Founder, BMF
Speaker: Patrick Collister, Publisher, Directory
Spikes Asia delegates are treated to a presentation of some of the world’s greatest work in advertising as awarded by Cannes Lions this year.
One of this year’s Cannes Lions Jury Presidents, Warren Brown, provides an overview and commentary on work in the various competition sections. Patrick Collister gives an overview of the content that came out of the Cannes Lions 2011 seminar programme.
小魚導讀：Spikes Asia是坎城創意節主辦的四個區域創意節之一，也每年都循例有對於剛剛在六月份結束的坎城創意節的回顧。這場的主講者之一Warren Brown是坎城促銷與促動廣告獎今年的評審團主席，而且也是坎城系統研討會中比較新的面孔。後來則忽然加入現在創辦Directory雜誌的老廣告人Patrick Collister說要分享今年坎城創意節研討會中的內容（85場大小研討會耶！），反倒令我開始擔心這場研討會會變成什麼樣子。
How to survive in the advertising world in Korea
Cheil Worldwide’s Alex Kwon reveals what marketing strategies and concepts work in Korea, and how it could easily translate into outside markets. Taking the winning idea for Tesco’s Homeplus, which won a Media Grand Prix at this year’s Cannes Lions, Alex gives you an insider’s view on how creativity and smart business solutions go hand to hand in Korea.
小魚導讀：Cheil集團近年來相當積極進軍全球，並且在Spikes Asia與原本扮演領導性角色的日本大廣告集團形成分庭抗禮之勢，連Spikes Academy亞洲廣告學苑都是由Cheil贊助。並且由其中大選人才。這場研討會的講師，是我們的好朋友Alex Kwon。他之前有應小魚代表Yahoo!的邀請來過台灣。他的傳奇故事請看這裡。這場研討會會介紹剛在2011年坎城媒體廣告獎拿下大獎的Tesco Homeplus案例。數位互動產業和廣告產業要幫客戶思考規劃整合行銷方案的同業不可錯過。
Where: Suntec
Delegates are invited to a networking drinks reception on the opening day of Spikes Asia, where they can meet fellow delegates and get into Festival mode. The reception is sponsored by TBWA\Asia Pacific.
小魚導讀：Spikes Asia這類區域性的創意節規模較小，國際媒體少，大家都不忙著到處接受採訪，又都會來比較多人，所以這是連結人脈的最佳機會。不過連結人脈這件事真的要看你祖上積德還有平常的經營。總之，今天的研討會結束後會到會場附近的酒吧，每個人發一張票，讓你點飲料。然後就各憑本事了。這種場合很難拿捏，最大的問題是在於來了很多並不習慣到處跟人亂聊，臉臭臭的亞洲人。總之就看各自的運氣啦！
