keynote

GDMS Keynote Track（1F Mandarin Hall）

Dec.1st-Dec.2nd,2015

DAY 1: Marketing in the Internet+ Era
09:00-10:00	Registration & Exhibition Visit
10:00 -11:00	Airbnb+ The perfect union of creativity and digital, setting off a global marketing phenomenon
	Airbnb CMO Jonathan Mildenhall (Inviting)
	The sharing economy model created a new form of business，and at same time helped people form new connections. As one of the pioneers of sharing economy，since its founding in 2008 with only three air mattresses，growing into a leading business in the short-term rental realm that operates in 191 countries and 34,000 cities in only eight years, with an annual growth rate of 700%. With a new round of investment worth USD1.5 billion， Airbnb’s valuation reached USD25.5 billion.Airbnb announced its official entry into the China market on August 18th, as a key step in its global expansion.1. In this new era of internet economy, will Airbnb overcome the hurdles to localize in the China market?   2. What new surprises does this creative company have in store for its Chinese customers? 3. Stay tuned for Airbnb!
11:00-12:00	Huawei – Getting Marketing Right in the Internet+ Era
	Huawei Consumer BG CMO Glory Zhang
	Huawei become the third largest player globally in the smart phone market in 2015, trailing only Apple and Samsung. What’s more，Huawei’s smart phone device business（Huawei Honor Brands）once again claimed the top spot in terms of smart phone market in China in March and April 2015 with a 13.6% market share, surpassing sales of Apple and other foreign brands over a two-month period. We are still genuinely astonished by Huawei’s Honor brands’ achievement of entering 57 markets with 20 million phones sold that contributed to a total of USD2.4 billion in revenue in only six months；The question is: how did a traditional Chinese brand embrace the internet era and quickly expanded overseas? Is this success replicable? Let us find out.1.Building a smart ecosystem for branding，and streamlining communication with consumers 2.Online and offline operational guidelines 3.Challenges in global expansion 4.Building its enterprise ecosystem to better serve consumers
12:00 -12:45	Programmatic Buying + Creating a New Marketing Ecosystem
	YOYI CEO Roy Zhou
	The fundamental difference between traditional and internet+ marketing，to truly utilize the power of data and technology，to achieve effective goals to realize consumer insights and real time ads. The cost of labor and logistics in traditional marketing are greatly reduced in the form of internet marketing，while enhancing efficiency and profit margins, and also upgrading productivity overall. As a new marketing model, programmatic buying can truly realize automated, digital and smart ad placement, and even helps marketers achieve in-depth communication with consumers, thereby increasing brand equity.After several years of education, most marketers are more or less familiar with programmatic buying. What can it really do for you?1.Is programmatic buying for me? 2.How to realize better ad placement with programmatic buying? 3.How programmatic buying also helps to build brand image, without being entrenched in typical digital models 4.Programmatic buying+, new applications from multi-screen to cross-screen
12:45-13:30	Lunch & Exhibition Visit
13:30-14:20	The Future Lies in Marketing from a Digital Frame of Mind
	Yum! Brands CDO China Gavin Pathross
	The advent of mobile internet has brought fundamental changes, which is also a source of anxiety for marketers. Time is scarce, one needs to have total focus and adaptability to change, and if one is careless, the result might be loss of users to the competition. Even brands and marketers that have enjoyed glory in the past, must face these changes and a shift in marketing mindset.1. How should brands pinpoint relevant users in this new era? 2.How to connect with consumers efficiently, and spark their interest in your products and services 3.How to enhance marketing efficiency via digital technology?
14:30-15:30	Marketing with an Internet Mindset: Ground-breaking Marketing Innovation under a New Mindset
	DIDI Marketing Director
	Since 2014, the term “Internet Mindset” has been used over and over again。In this day and age, even having a snack or buying coffee requires an internet mindset? But really, what is “internet mindset”? Since its founding in 2012, Didi Kuaidi has amassed a stunning nearly 200 million taxi-hailing users in 360 cities in China：Every day, it handles over 6 million rides，and its backend processes a few hundred thousand orders by the hour. It is without a doubt an enterprise that has set new standards for marketing with an internet mindset. What kind of disruptive digital marketing case studies will Didi Kuaidi bring us after its successful merging, let us wait with baited breath!1. Is the “internet mindset” a pseudo topic?　 2. Marketing with an internet mindset = burning cash? 3. How to achieve truly disruptive marketing with an internet mindset?
15:30-15:40	Tea Break & Exhibition Visit
15:40-16:30	A Digital Media Revolution under the Tidal Wave of Internet+
	Tencent VP Steven Cheng
	“Connectivity” is a new positioning for Tencent in the last few years, but with the wide proliferation of mobile internet, and the advent of internet+，”connectivity” is no longer simply between people，but involves a much larger and new ecosystem that involves social, business and entertainment. In face of change, what ones knows about marketing is also susceptible to change.1. Revolutionizing media notions under the trend of internet+ 2.New strategies to tackle media in the digital era
16:30-17:30	Debate: Go Digital or Go Home, Digital or Not, that is the Question
	Air New Zealand Asia GM Sandeep Bahl Tuniu CEO Yu Dunde Qnar CEO Zhuang Chenchao Air China CIO New Zealand Tourism GM
	With the onset of the big data era，traditional models of traditional businesses find it harder to adapt to the new business environment；Meanwhile the margins of population is being eroded，and businesses are finding it hard to maintain sustained growth simply from scale，these changes have brought about new pressures for traditional enterprises. For traditional companies，regardless of their operation size，whether they mass produce or is a boutique operation，they are still bound by the need to buy media to promote their businesses. Under the digital tidal wave，businesses have no choice but to go digital in their marketing efforts. This is a disruptive process，and new thinking needs to be adopted in terms of company culture, strategy, operation structure and even collaboration with external parties. In this virtual digital world, is undergoing such revolutionary change enough to save a business or is it a path towards decline?
DAY 2: Getting Digital Right
09:00-10:00	Registration & Exhibition Visit
10:00 -11:00	Digital Marketing is a Hoax!
	AOL Digital Prophet David Shing
	There is a fundamental question as tough as the “Gold Bach’s conjecture” in the marketing realm, it was first raised by the father of advertising John Wanamaker:Ｉ know that half of my advertising dollars are wasted, but the problem is I don’t know which half? After the dramatic growth in digital advertising, its problems and underlying issues have also surfaced, A lack of standard for ROI measurement and execution、as well as unchecked competition and even falsified data are not unheard of. According to a study last year by the American Brand Marketers Association, in 2015 USD 6.3 billion (4 billion Euro) will be wasted on machine traffic.Is digital marketing really just a hoax?
11:00-11:20	Tea Break & Exhibition Visit
11:20-12:00	Under the Era of Internet +: How Volkswagen Shapes its Future Marketing Strategy
	Volkswagen Group China CMO Greater China & ASEAN Paul Hu
	Currently, China is the world’s largest “Digital Kingdom”. With a huge user pool generated after the advent of social media, the age of digital has arrived. With changes in the behavior of mainstream consumers，user needs are also changing，leading to change in pinpointing user needs. Under these circumstances, marketing for the automotive market also requires change. This speaking session by Paul Hu, CMO China and ASEAN will bring us the following thought-provoking points:1.The Digital Strategy of Volkswagen China 2.Volkswagen’s Strategic Approach to Building its Ecommerce and O2O Capabilities 3.Volkswagen’s Innovation in the Realm of Big Data 4.How Should Brands Rethink their Collaborations with Agencies and Ad Tech Vendors
12:00-12:40	Digital Marketing: Daring to Explore New Possibilities
	Visa VP Marketing Soon Sze Meng
	World-renowned management guru Peter Drucker once said：“From a fundamental standpoint, a business is marketing and innovation，nothing more.”When a business faces competition in a modern marketplace, marketing is a core aspect of winning market share. With the emergence of the internet, old practices like handing out brochures are now obsolete，brands must establish bilateral dialogue and understand consumers’ needs via this communication, and implement appropriate forms of marketing, instead of blindly advertising their products and services. As one of largest payment companies in the world, VISA has always committed itself to exploring new horizons in digital marketing. We are honored to have the VP Marketing China of Visa to share with us its path to digital marketing in China.
12:40-14:00	Lunch & Exhibition Visit
14:00-15:00	Where is the Path to Achieve Integrated Digital Marketing Success for FMCG Brands?
	Mengniu Parent Brand GM Chen Hao
	The products of the FCMG category are often reduced monotony，and for durable FMCG goods，consumer tend to lose sensitivity to these products quickly，while they are also easily replaced, and how to build up product to marketing capabilities and finally enhance overall competitiveness are the ultimate goals of FMCG brands，in order to differentiate themselves and their products. To gain advantage over competitors, FMCG brands have been exploring new approaches extensively. And especially with the advent of digital and changes in the advertising environment, the need to gain insight into the minds and needs of consumers，to create new formats and content，and to bring about new experiences for consumers，this poises a new challenge for marketers.1.Deeper Interactions between Brands and Consumers 2.Mobile Tactics to Seize Fragmented Ad Opportunities 3.Build up an Integrated Marketing Ecosystem 4.How to Complement Digital Channels with Traditional Methods
15:00-15:40	Brand Digital Marketing in the Big Data Era
	Zamplus CEO Keven Tang
	With the rapid growth of social media and proliferation of big data usage，traditional marketing methods are not capable of satisfying the needs of businesses，while the increasing importance of digital marketing is recognized. Especially with the maturing of big data platforms，the goal of achieving marketing with tangible results is being realized. In the next few years, will big data become the catalyst to revolutionizing traditional marketing models?
15:40-15:55	Tea Break & Exhibition Visit
15:55-16:35	L’Oréal China’s Digital Repositioning
	L’Oréal China CMO Asmita Dubey
	1.A Top-Down Digital Marketing Framework 2.The Marriage of Digital Marketing and Ecommerce 3.Riding the Mobile Marketing Wave
16:35:17:35	Debate: Have You Picked the Right Agency?
	R3 President Greg Paull Hyink Ad COO Xavier Sun McDonald’s CMO Christine Xu Mattel Marketing head,Greater China Raymond Ye OMD China CEO Arlene Ang
	As the marketing environment becomes more complex, the division between different types of agencies have become more pronounced. In order to maintain adaptability，brands are also using a more varied selection of agencies to achieve their marketing objectives. How should brands select their agencies？What are the standards？International 4A: International 4A agencies have successfully secured the majority of global clients with their outstanding creative DNA, and especially for brands looking to expand globally, international 4A agencies are the ideal choice to help them maintain continuity in brand messaging.   Local agencies：China’s internet has its own characteristics and marketing nuances, while a lot of approaches used in the west are not applicable in this market. Therefore local agencies are more able to accommodate local thinking, and more suited to local consumers.   New Type Agencies：New forms of agency have value in that they understand changing media and consumers. More importantly, they are quick to adapt – this is the key word.