(Straits Times, Wednesday, Feb 10, 2010)
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Singapore will play host to the first regional marketing conference that allows marketers to trade ideas and showcase their top campaigns.
The Asia Pacific Advertising and Marketing Congress will be held on June 3 and 4 at the Singapore Institute of Management Global Education headquarters in Clementi Road.
Organised by the Institute of Advertising Singapore (IAS), it will screen more than 100 of the most compelling advertising campaigns from 15 countries and territories, including India, China, Australia, Malaysia, Indonesia, New Zealand and Hong Kong.
Each marketer will start with a four-minute video presentation, followed by a six-minute oral presentation drawing attention to key points of the presenter’s campaigns.
There will be a 10 minute session of rapid questioning from the floor.
The live presentations are designed to allow participants to review and discuss marketing trends. And they are expected to help draw about 1,120 participants to the two-day event, from fields including digital media, public relations and advertising.
Congress Chairman Goh Shu Fen hopes the inaugural conference will become the "Cannes of Asia-Pacific for marketers".
Thousands of delegates from around the world attend the prestigious Cannes Lions International Advertising Festival, held annually at the Palais des Festival in France, to view shortlisted work and attend seminars, workshops and masterclasses.
Ms Goh said that as growth rates start to taper off in the fast-growing economies of Asia, the region will need more "smart marketing" to allow companies and associations to differentiate themselves from the rest of the pack.
"Singapore is already a regional marketing hub, with the majority of regional marketing heads already based here, including those of Johnson & Johnson, Unilever, and Procter & Gamble," Ms Goh said.
"However, the Congress will definitely raise Singapore’s profile as a marketing and creativity hub."
To qualify to present at the Congress, campaigns must have attained a finalist position in any IAS-recognised award programme.
The IAS has formed an Advisory Council for the Congress comprising six industry marketing leaders.
They include Visa Worldwide’s head of marketing in Asia-Pacific, Mr Dee Dutta; Citigroup’s chief marketing officer in Asia Pacific, Mr Francesco Lagutaine’ and Singapore Airlines’ executive vice president, marketing and the regions, Mr Huang Cheng Eng.
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