Key Points:

Thanks to digital technologies, the choice of media is ever-expanding - from traditional platforms like TV, to computers and to a host of mobile devices. Tracking media usage across different platforms is critical in helping advertisers and media planners to understand consumer behavior across all their media options, plan and conduct media campaigns, and develop innovative media promotion methods.

Biography:

Celia Fan is the Director of Media Research at The Nielsen Company Hong Kong Limited. She heads up Nielsen’s media business and leads the client service and business development for Nielsen’s flagship product, Media Index, as well as customized research for media clients. On top of her role, Ms Fan is also a member of the Nielsen management team.

Ms Fan has a wealth of experience in market research. She is a well-rounded senior executive in the media research industry with solid experience encompassing the publishing, broadcasting and new media sectors. She also has hands-on experience in managing market research projects.

Ms Fan joins Nielsen from Microsoft Hong Kong where she was the Regional Research and Market Insights Lead responsible for formulating effective research strategies for Microsoft Advertising. Prior to Microsoft, Ms Fan was the Research Director for Turner International Asia Pacific Ltd. Ms Fan started out her market research career with Nielsen in the 90s.

Key Points:

Should advertisers shift their money from traditional media like TV advertising to new media like internet and mobile? Are all these media competing with each other or actually complimenting each other? How can you build an integrated media marketing campaign with the strength of each medium?

Biography:

Ivy Wong was appointed Chief Operating Officer of TVB.com Limited in November 2007. Ivy leads a team of imaginative and dynamic group focusing on developing strategies and new markets for TVB.com in the digital entertainment and new media industry. In a short time span, Ivy has successfully turnaround TVB.com bringing it to the next level with a brand new face. TVB.com is now one of the top 10 portals in Hong Kong with its website traffic doubling since the past 6 months. With such promising results, Ivy continues to bring TVB.com to achieve its mission: building a meeting place for the world’s Chinese-language audiences, where they can enjoy exclusive TVB television programs anytime, anywhere, any device.

Ivy is an expert in the new media industry, having spent more than 8 years with Yahoo! Inc. Ivy joined Yahoo! as its core team member in its start-up days in the late 90s. She contributed greatly to building Yahoo’ Hong Kong business and helped shape the growth of online media business from simple banner ads to interactive crazy ads. As the Head of Media Sales of Yahoo! Hong Kong, Ivy led her sales team in creating and delivering online marketing solutions to the top marketers in the region. Her clients included Cathay Pacific, Coca-Cola, Citibank, HK Trade Development Council, HSBC, Intel, Nike, Nokia and many more. In 2006, Ivy was appointed as Yahoo! Asia’s Senior Director of Global Sales. In her regional role, Ivy was the master mind in building global infrastructure: taking Asia based multinationals to the global stage (e.g. Cathy Pacific and Samsung) and bringing US/European based multinationals such as Nokia and General Motors to Asian markets.

Ivy holds a Bachelor Degree in Commerce from the University of Toronto, Canada, majoring in International Economics and Marketing. She is an advanced diver who enjoys sports and traveling, and wishes to broaden her horizon from these activities.

• A prime opportunity: key market facts
• Finding the book: strategic planning
• Baking the cake: creative and media considerations
• Make it count: measurements
• Case studies: American Express Cathay Pacific credit launch (Integrated) and Guinness passport to greatness (Mobile)

Biography:

Since joining Ogilvy in 2000 to initially lead the company’s interactive business, Sean has led teams for clients such as American Express, The Venetian Macao, eBay and SmarTone-Vodafone producing high impact through-the-line campaigns. OgilvyOne is Hong Kong largest and most awarded direct, digital, and customer management marketing agency.

In the travel and tourism sector, in addition to the Venetian, he has helped launch the Macau Tower, Hong Kong Disneyland, and Wynn Macau.

Prior to joining Ogilvy, Sean held several marketing positions with Sprint Communications Company in the United States. Sean started his marketing career at Hallmark Cards, Inc. where he gained experience in retail sales and category management before becoming responsible for all online media, partnerships and public relations for Hallmark.com. A former naval officer, Sean served aboard two ships during his five years of service.

Sean is active in the Hong Kong marketing community serving as Chairman of the Hong Kong 4As Interactive and Direct Committee which organizes the annual HK4As Interactive and Direct Award Show from 2001-2008. A noted industry speaker, he has been a guest lecturer at Hong Kong University and City University.

Born and raised in Fort Worth, Texas, Sean earned a MBA in International Management from the Thunderbird Global School of Business and Bachelor of Science from the U.S. Naval Academy. He enjoys hiking Hong Kong’s trails with his wife and two children.

• What is New Media?
• The emerging new media trend
• What revenue model works for new media?

Biography:

Andy is the founder and CEO of New Digital Noise Limited., a digital media and advertising firm established in 2002. He has guided New Digital Noise from an early stage company to an expanding and profitable enterprise with a diversified group of Global clients in the consumer products, telecommunications and entertainment industries.

He also has founded Darizi.com, a Web 2.0 Wedding Portal for China. He has pioneered in the online wedding industry in China and has created an unique personal wedding planning online tool that allows newly-weds to plan what they want for their wedding day. Andy graduated from University of British Columbia in Canada. In 2005, he was awarded as Hong Kong's Top 10 Innovative Entrepreneur. In 2006, he was awarded as Winner for Innovation and Creativity presented by the Hong Kong General Chamber of Commerce. In 2007, his company was awarded as Red Herring Asia Top 100 Company. This year, he is awarded as Young Entrepreneur Winner of DHL and SCMP Hong Kong Business Award.

Key Points:

Integrating the mobile channel into your more traditional planning scenarios is a powerful way to drive interaction and favorable direct responses. This presentation looks at a selection of case studies from some of the world’s biggest brands, including Nike and Dell, specifically looking at how they have integrated mobile to achieve planned campaign objectives.

Biography:

Howard Hunt is The Hyperfactory’s Regional Business Development Lead responsible for driving both agency and direct client partnerships across SE Asia. Having been an integral part of the World-Wide Hyperfactory team since 2003 Howard has been instrumental in formulating mobile strategies for some of the World’s best known brands and publishers. With vast experience in designing and deploying integrated mobile programs across multiple countries Howard has acquired a deep understanding of both the technological and cultural nuances within this fast growing industry. Part creative and part suit, Howard has delivered some amazing world first and award winning mobile campaigns for clients including Motorola, Nike, Johnson and Johnson and Coke.

Biography:

Mr. Ken K.K. Fong is the CEO & co-founder of Synergy Pacific (Holding) Limited and CTO of China Fortune Holdings Limited (SEHK code: 110).

Mr. Fong is the chairman of the Hong Kong Wireless Technology Industry Association (WTIA); the founding chairman and councilor of the Hong Kong Retail Technology Industry Association (RTIA); the chairman of IT and e-Marketing Sub-Committee, The Chartered Institute of Marketing, Hong Kong (CIM HK), and a board member of the Regulatory Affairs Advisory Committee of the Office of the Telecommunications Authority (OFTA).

Mr. Fong holds a bachelor's degree from the University of Hong Kong and two master degrees, one in strategic marketing from University of Hull and the other first class honors degree in information management from National University of Ireland.

Mr. Fong is a frequent speaker in professional seminars and workshops, visiting lecturer/advisor for various local universities and columnist for famous IT and business magazines. He is also a sector/subject specialist of the Hong Kong Council for Academic Accreditation and Vocational Qualifications.

A look into:

• Why social media matters for an organisation
• How it has changed consumer behaviour
• Examples of what (and what not) to do
• Dispelling some of the myths surrounding social media

An ex-industry analyst and planner with a long time love affair with digital who finally decided to go all the way and have a committed relationship.

Biography:

Marcus went to Shanghai looking for adventure in 1999 and quickly decided to make Asia his home. Originally working at the client side with digital trends and competitive intelligence for Ericsson China and later as an industry analyst (Gartner Asia Pacific), Marcus now focus on advertising, initially account planning (planning director, Greater China, Draft/FCB) then specifically on digital, first with OgilvyOne/Neo@Ogilvy and now at McCann Worldgroup where he creates global digital and social media strategies for the Cathay Pacific brands.

Marcus has won numerous international and regional awards and worked on a number of high profile clients including Cathay Pacific, Cirque Du Soliel, Reebok and Motorola.

Key Points:

With the increasing popularity of social media, this presentation walks through the latest trend of social media, and handy tips for success in the social media/ video space, from creating ads that work as content to using for brand’s advantage, supported by practical cases.

Biography:

As the Sales Director of Google Hong Kong, Stella Cheung is responsible for sales development of strategic accounts as well as overseeing the sales team in Hong Kong. Stella is a seasoned business professional with over 10 years of media sales experience in Hong Kong. Before joining Google, she held different sales management roles in many media companies including Yahoo! Hong Kong, Sing Tao Limited and Hong Kong Economic Times.

Stella earned her bachelor's degree in Social Science from the University of Hong Kong, and her master's degree in Marketing & Management from the University of Bradford, U.K.

• How mobile can give users a new experience in receiving advertisements and marketing messages
• What the latest mobile technologies brings to mobile marketing development
• With the advance of mobile technologies, what the new marketing opportunities are
• How a marketer can run successful campaigns on mobile
• Key considerations when planning a mobile marketing campaign

Biography:

Ricky Chong joined CSL Limited (CSL), the leading mobile operator in Hong Kong, in 2000. He began his telecom career with Hong Kong Telecom in 1993. He has extensive experience in mobile and telecom business. Recently he joined the Executive Committee of Communications Association of Hong Kong (CAHK) as the Vice President of Mobile Network & Service Provider Group.

His main responsibility in CSL is to develop mobile entertainment and advertising business. Through his strong business network in the content industry, Ricky has developed a number of unique and innovative multimedia products for CSL. Some of his recent achievements include the first launch of full-length mobile video on demand service in Hong Kong called Studio on Demand and the launch of music community service called Musicholic.

In the past year, Ricky actively formed partnership with advertising agencies to explore mobile advertising business for CSL. He successfully lined up some local big brands to pilot various marketing campaigns with CSL mobile network. The brands include HSBC, Adidas, McDonald, etc.

Key Points:

Mobile advertising and marketing has enjoyed a substantial growth despite the global financial crisis. Cherrypicks will share a compact snapshot of the marketing mix of a wide range of mobile advertising, including segment-targeted SMS/MMS, location-based targeting, WAPsite publishing and data capturing, ad-serving engine and smartphone applications such as iPhone, Android, Blackberry and Ovi. The presentation is not to be missed by any brand interested in engaging the mobile media.

Biography:

Jason Chiu is Chief Executive Officer of Cherrypicks, a leader in mobile advertising, social networking platforms and application technologies in the Asia-Pacific region. Being featured in Harvard Business Case (#N9-807-106), Cherrypicks has received a number of local and regional recognitions including Red Herring Asia 100, Deloitte Technology Fast 50 and Wireless Technology Excellence Award. Cherrypicks’ major clients and partners include telecommunications operators in Hong Kong, Taiwan, China, Korea, the Philippines and Indonesia and the United Arab Emirates as well as the 4A advertising agencies under the WPP Group, the Publicis Group and the InterPublic Group.

Cherrypicks is a founding member of the Wireless Technology Industry Association (WTIA). He was also invited by the Hong Kong Trade Development Council to serve as a committee member of the Information & Communications Technologies development (2004-2009) and was also invited by HSBC to serve on the Judge Panel for the Annual HSBC Regional Young Entrepreneur Award (2004-2009). Prior to Cherrypicks, Mr. Chiu was a Director at Deloitte Consulting, Global Communications and High Technology Practice. Mr. Chiu holds a First Class Honor Bachelor of Science Degree in Electrical and Computer Engineering with Management Science Option from the University of Waterloo, Canada.

Key Points:

Recent research revealed that mobile marketing is fast moving in the Asia-Pacific region. Hotmob provides a unique mobile marketplace for mobile operators, publishers and marketers to monetize their mobile traffic and extend their campaigns to mobile through alliances with those parties. The presentation focuses on the following areas:

• Difficulties faced by mobile operators, publishers, advertisers
• Support from mobile marketing ecosystem
• Experience and case studies sharing
• The future of mobile marketing

Biography:

Keith is a young and creative professional, working in the new digital media industry for more than 5 years after his graduation in Digital Media from UK. His role in Hotmob is to formulate business strategy and initiate mobile marketing solutions, create a new value and opportunity for advertisers and publishers to expose over the mobile platform. Prior to joining Hotmob, he was the manager of New Digital Noise and experienced with digital marketing solutions including online media, outdoor media CRM program and new technology. He understands each medium’s importance and well utilize their uniqueness.

In 2008, Keith successfully launched the new interactive 3D marketing initiatives for Mercedes-Benz new model by leveraging the new future technology, augmented reality (AR). It is a new breakthrough in digital media industry that allows computer graphics objects blending with real footage in real time. The campaign aimed at encouraging user interaction and showcasing key features of the car. Users could experience the 3D animated test drive through the digital channels of Pacific Coffee.

Biography:

Mr. Poon has over 27 years of experience in the information technology industry.

He is currently Managing Director, Greater China region of Omniture, responsible for the overall strategy and operation of the company in China, Taiwan and HKSAR. He leads the team to provide online marketing suite application to the key industries, eCommerce businesses and online media.

Prior to Omniture, Mr. Poon is the General Manager of Microsoft GCR Enterprise and Partner Group, and is responsible for the overall P/L of the top enterprises customer segments namely telecommunication, public sector, financial services and global accounts and key commercial enterprises in the manufacturing, resources and energy sectors and leading the industry solutions focus in GCR working with strategic partners to provide total people business solution to the enterprises.

Prior to Microsoft, Mr. Poon is the Managing Director, Oracle South China and Hong Kong, and is responsible for all of the company’s business operations in this region. He also served as Oracle’s Managing Director for Hong Kong, where he was responsible for the business, strategies and direction of all lines-of-business, including database & applications sales, customer support, consulting and education services. Joined Oracle in 1995, Mr. Poon spent his first year at Oracle as the Branch Manager of Guangzhou office.

Mr. Poon gained his China market experience as early as in 80’s when he was with Digital Equipment Corporation where he held various sales management positions in the PRC and Canada. Before that, Mr. Poon worked at IBM Hong Kong.

Mr. Poon received a Bachelor′s degree in Social Science from The University of Hong Kong and a Master′s degree in Business Administration from University of Toronto.