Masterclass - Sessions
BRANDED CONTENT - DON'T BE AFRAID TO SHOW YOUR "SHORTS"!
Glenn Bartlett, Senior Creative Director, Turner Asia Pacific
The advertising world of spots and dots is changing, and everyone now understands the power of branded content. But how much “brand” is needed in the “content”? As companies struggle to deliver an engaging message to a savvy and selective audience, they are reaching out to experienced content creators for help. Turner’s Cartoon Network provides an amazing content experience across multiple channels around the world, but how can it help brands reach the most elusive targets? Don’t worry, the answer is short.
THE SUCCESSFUL LAUNCH OF VIUTV
Lo Ting-Fai, General Manager, ViuTV, HK Television Entertainment Co Ltd.
ViuTV is a free-tv broadcaster based in Hong Kong. Its Channel 99 Cantonese Channel has been free to air & 24-hour broadcasting since April 2016. We provide several programs with factual entertainment programs. We aim at establishing an “open platform” for creative people in Hong Kong, and even around the globe, to promote Hong Kong's original TV programs to the world, so that "creativities that belong to Hong Kong can go beyond Hong Kong”.
HUNTING THE KILLER IDEA
Nick McFarlane, Graphic Agitator & Author, FCB New Zealand
Killer Ideas are out there. Wild and free-spirited, yet deceptively hard to spot – let alone capture. But if you've got a vision, the right attitude and you're not afraid of failure, then there's no reason you can't hunt down your own Killer Idea. Nick weaves his brushes with propaganda, punk, and publishing into a hunting yarn about the difficulties and dangers involved in the creative process.
TV IS DEAD, LONG LIVE TV
Rob Middleton, VP - Network Presentation Content Group, ASTRO
OTT, OTG, TVE, DVR, EPG, GRP...our TV lives have become alphabet soup and if I hear one more marketing bozo talk about 'online presence' or 'awareness anxiety' someone's going home with a new nose. Calm the hell down. Yes the platforms are changing, yes content is being distributed and consumed in lots of new ways...but the one thing that hasn't changed is that people still need to discover that content...no matter where it is. And you, dear reader, are the hero in this story who picks up that promotional 'look over here' flag every day and waves it around in the right way at the right people at the right time. And you know what? How we do that hasn't really changed too much at all really. While our tools may be changing all the time, the rules of how we use them...and how to use them well are a near constant in the swirling alphabet soup of our industry. Let's take a breath and take another look at those shall we?
WHAT IS BRANDED CONTENT?
Thierry Halbroth, Managing Partner & Executive Creative Director, Publicis HK
Everyone has a story to tell, not everyone is a good teller. And more importantly, not all stories are worth telling (that’s an ad). In the world of branded content, crafting a good story is a collective effort that starts with narrowing the right core ingredients. The fewer, the better. It starts with knowing the difference between advertising and branded campaign as well as nailing the creative brief.
PANEL SESSION: BRANDS, CONTENT, BRANDED CONTENT & A NEW LEAP OF FAITH
Moderated by Janine Stein, ContentAsia
Panelists: Andy Chang (Celestial Tiger), Gregory Ho (Turner Asia Pacific) & Kelly Jang (FOX Networks Group Asia)
Disruption is the new normal, consumers have unprecedented power and marketers are racing around trying to figure out how to tell better stories with less money across more platforms. In this session, marketing leaders in Asia’s content space talk about their challenges, opportunities, and the shifts being made to craft a voice and presence in a connected world. Come hear them speak at this powerhouse session led by Janine Stein, Editorial Director, Content Asia.