WEBVTT - Growing successful brands during economic volatility 0:00:02.920 --> 0:00:06.519 And hello everyone. A very warm welcome on a very 0:00:06.530 --> 0:00:10.640 wet morning to media Corp executive insights. So we have 0:00:10.648 --> 0:00:12.969 a very relevant and timely topic today 0:00:13.359 --> 0:00:15.789 and we're gonna be discussing it with two industries, Talwar. 0:00:16.590 --> 0:00:21.389 The topic is growing successful brands during economic volatility. Now, 0:00:21.399 --> 0:00:23.889 if you've been reading your news, especially if you saw 0:00:23.899 --> 0:00:26.610 the C N A headline today, you know how relevant 0:00:26.620 --> 0:00:30.549 this topic is and to discuss this topic, we have 0:00:30.559 --> 0:00:34.159 with us Glenn Tan, who's the deputy chairman and managing 0:00:34.168 --> 0:00:37.650 director of Tan Chong International and a leading luminary in 0:00:37.659 --> 0:00:40.369 the world of automotive industry in Singapore and beyond. Thank 0:00:40.380 --> 0:00:41.629 you for joining us gl- Glenn. 0:00:42.119 --> 0:00:45.220 Good morning. Happy to be here. Thank you. And we 0:00:45.229 --> 0:00:48.860 have Chloe Neo Chloe is the Ceo of Omnicore Media 0:00:48.869 --> 0:00:51.699 Group and has a long track track record of working 0:00:51.709 --> 0:00:56.040 with successful brands, blue chip brands, Google brands uh for 0:00:56.049 --> 0:00:58.090 a long time, Chloe. So thank you for joining us Chloe. 0:00:59.119 --> 0:01:01.130 Thank you for having me as well. I look forward 0:01:01.139 --> 0:01:05.069 to a robust conversation. Wonderful. So, all right. So before 0:01:05.080 --> 0:01:08.699 we turn this to our panelists and before they tell 0:01:08.709 --> 0:01:11.339 us about what they think about the topic we want 0:01:11.349 --> 0:01:12.190 to hear from you, 0:01:13.239 --> 0:01:17.370 the audience, we would want to know what's your area 0:01:17.379 --> 0:01:21.610 of focus in this year? Uh Now I know all 0:01:21.620 --> 0:01:25.769 of these things, performance, marketing, brand, marketing, product innovation, customer 0:01:25.779 --> 0:01:26.949 acquisition investment in March 0:01:27.809 --> 0:01:29.919 are important for you, right? I don't think you, you 0:01:29.930 --> 0:01:31.949 can ignore any of these, but if you were to 0:01:31.959 --> 0:01:34.660 choose the top ones, you can choose one, you can 0:01:34.669 --> 0:01:38.010 choose all totally up to you. What would it be? So, 0:01:38.019 --> 0:01:41.349 tell us what's your area of focus? You see the poll, 0:01:41.360 --> 0:01:43.620 you can click as many boxes as you want or 0:01:43.629 --> 0:01:46.179 one box up to you. But let's hear from you 0:01:46.190 --> 0:01:48.639 and let's get the mood of our audience over here 0:01:49.669 --> 0:01:52.080 again. As I said, I'm sure all these are important, 0:01:52.089 --> 0:01:54.889 but tell us what's most important to you. All right. 0:01:54.900 --> 0:02:01.410 So 62% said brand marketing is important for them. So clearly, 0:02:01.419 --> 0:02:05.220 that came out on top. Uh customer acquisition was number 0:02:05.230 --> 0:02:07.000 2 54% 0:02:07.660 --> 0:02:12.008 41% said performance marketing and then investment in March. Hm, 0:02:12.020 --> 0:02:15.649 that's interesting. Uh You know, we've done our own surveys 0:02:15.660 --> 0:02:17.830 about March and all these things and I'm gonna share 0:02:17.839 --> 0:02:20.350 some of the surveys with you. But that's interesting. Clearly, 0:02:20.360 --> 0:02:23.839 brand marketing and customer acquisition is on top for this 0:02:23.850 --> 0:02:24.250 audience who 0:02:24.339 --> 0:02:27.019 over here. So let's keep that in mind. And this 0:02:27.029 --> 0:02:29.399 is a note to my fellow speakers as we talk 0:02:29.410 --> 0:02:31.928 about this talk topic that this is the important thing 0:02:31.940 --> 0:02:35.080 for our audience over here. All right. So before I 0:02:35.089 --> 0:02:37.750 dive into the actual topic, why don't we just get 0:02:37.758 --> 0:02:40.889 to know both of our speakers, uh you know, better. 0:02:41.320 --> 0:02:44.559 So let's go a little off topic and let's ask 0:02:44.570 --> 0:02:47.899 them a personal question. So I'll start with you, Glenn Glenn. You, 0:02:47.910 --> 0:02:51.880 you run a, a large business in the automobile industry 0:02:51.889 --> 0:02:56.330 in Singapore and beyond many countries. Clearly, you're a busy man. 0:02:56.460 --> 0:02:59.538 But I know I have seen you being laser focused 0:02:59.550 --> 0:03:02.619 on marketing. Where does this love affair for marketing come 0:03:02.630 --> 0:03:05.449 from Glenn. So take us into the background and tell 0:03:05.460 --> 0:03:06.538 us how did it all start? 0:03:06.949 --> 0:03:09.860 Well, I mean, you know, uh Subaru is a different 0:03:09.869 --> 0:03:14.918 car and uh Subaru advertisements have always been different. Uh 0:03:15.038 --> 0:03:17.899 you know, I've tried to take a cheeky and kind 0:03:17.910 --> 0:03:22.579 of irreverent and fun way to, you know, handle uh 0:03:23.080 --> 0:03:25.500 the advertisements a bit like how the drivers of the 0:03:25.508 --> 0:03:28.549 cars are and it kind of suits me, you know, we, 0:03:28.559 --> 0:03:31.889 we do a lot of crazy things um like the car, 0:03:31.899 --> 0:03:34.100 you know, the cars, of course, the focus of the 0:03:34.110 --> 0:03:36.880 car is, you know, keeping safe and things like that. But, 0:03:37.089 --> 0:03:39.240 you know, uh I've done a lot of ads that 0:03:39.250 --> 0:03:39.550 kind of 0:03:39.929 --> 0:03:44.000 could have pushed the envelope, wind some people up. Uh but, 0:03:44.009 --> 0:03:46.820 you know, it got got noticed in the early days 0:03:46.830 --> 0:03:51.320 and uh quite uh exciting to, to see people, you know, 0:03:51.330 --> 0:03:54.059 pay attention to it, sometimes get complaints but, you know, 0:03:54.070 --> 0:03:56.100 it's all part of the excitement. Right. 0:03:57.059 --> 0:03:59.229 Yeah. And you, you've done a wonderful job of it. 0:03:59.240 --> 0:04:01.190 Uh And I'm always keen to see what the latest 0:04:01.199 --> 0:04:04.229 campaign and the, and what the latest creative is. Uh 0:04:04.240 --> 0:04:07.759 And it's always fascinating. Thank, thank you Glenn for telling 0:04:07.770 --> 0:04:09.710 us more about how it all started for you in 0:04:09.720 --> 0:04:12.229 the world of marketing. Chloe. Let me ask you, uh 0:04:12.240 --> 0:04:15.020 you know, you've had a long and very successful track 0:04:15.029 --> 0:04:17.940 record in the media and the advertising space. How did 0:04:17.950 --> 0:04:19.390 it all start? When do you act? When did you 0:04:19.399 --> 0:04:21.230 actually think that, hm, this is it that I want 0:04:21.238 --> 0:04:24.709 to do as, as my vocation as my long term profession. 0:04:25.010 --> 0:04:28.659 I was first introduced to the world when I was 0:04:28.670 --> 0:04:32.178 14 and you know, we were watching a movie in 0:04:32.190 --> 0:04:36.000 the theater a came out and my friend went, hey, 0:04:36.010 --> 0:04:39.700 you know, this ad was done by my dad years later. No, 0:04:39.709 --> 0:04:43.178 I ended uh in an internship with a ad agency. 0:04:43.190 --> 0:04:45.519 It was M Harrison and happens to be the same 0:04:45.529 --> 0:04:48.920 agency my friends that was in. Um 0:04:49.238 --> 0:04:52.469 honestly, I wasn't looking for a lifelong career in media 0:04:52.480 --> 0:04:55.890 when I was in my twenties. I think that whole 0:04:55.899 --> 0:05:00.308 passion and also I, I think you have that clarity 0:05:00.320 --> 0:05:03.450 of what you want to do, what you enjoy doing 0:05:03.459 --> 0:05:06.959 after having a bit of more experience exposure. And that 0:05:06.970 --> 0:05:10.450 happens for me uh during my China thing. And that's 0:05:10.459 --> 0:05:14.309 where I kind of validated my own uh 0:05:14.790 --> 0:05:19.600 interest if you call it a passion for advertising communication. 0:05:19.609 --> 0:05:23.480 And also found my growth, my personal growth in terms 0:05:23.488 --> 0:05:27.529 of my professional development, as well as leadership. And that's 0:05:27.540 --> 0:05:30.079 where I know I enjoy this industry. I enjoy the 0:05:30.089 --> 0:05:30.940 people I meet. 0:05:31.359 --> 0:05:33.829 Wonderful. And the rest as they say is history. Thank 0:05:33.839 --> 0:05:35.410 you for, thank you for giving us a peep into 0:05:35.420 --> 0:05:38.399 your background. Uh All right. So let's let's jump into 0:05:38.410 --> 0:05:42.140 the topic now. Economic volatility. All of us know all 0:05:42.149 --> 0:05:44.190 of us have been reading the headlines, but just to 0:05:44.200 --> 0:05:47.059 refresh your memory on what's happening, I'll just point you 0:05:47.070 --> 0:05:50.450 to a very recent headline as recent as yesterday. This 0:05:50.459 --> 0:05:53.390 is the result news that came out yesterday, Singapore economy 0:05:53.399 --> 0:05:58.130 grew 0.0.1 percent in Q one slowing from 2.1% in 0:05:58.140 --> 0:05:58.970 previous quarter. 0:05:59.339 --> 0:06:02.950 The GDP contracted by 0.7% Q and Q and Q. 0:06:03.470 --> 0:06:06.170 If you read your C N A this morning, there's 0:06:06.178 --> 0:06:10.988 an article on why and how there's a slump in exports. 0:06:11.000 --> 0:06:13.690 In fact, one line in that article stood out for me. 0:06:13.700 --> 0:06:18.390 It's a statement by IMF which says the fog around 0:06:18.399 --> 0:06:22.890 the global economic outlook has thickened. It's a very interesting line. 0:06:22.899 --> 0:06:26.670 The fog around the global economic outlook has thickened. This 0:06:26.678 --> 0:06:29.149 is IMF saying in today's C N A. 0:06:29.380 --> 0:06:32.209 Uh so clearly, we know uh you know, the, the, the, 0:06:32.220 --> 0:06:35.979 the entire vol volatility is there. And all of us 0:06:35.988 --> 0:06:40.630 are seeing this. This is also echoed in a recent, 0:06:40.640 --> 0:06:43.670 you know, in a poll we did uh of marketeers 0:06:43.678 --> 0:06:46.540 in Singapore. This was done a few months back. We 0:06:46.549 --> 0:06:51.380 asked CMO S uh how do you feel about the future? 76% 0:06:51.390 --> 0:06:55.029 of CMO S right here in Singapore mentioned, it will 0:06:55.040 --> 0:06:56.130 become more challenging. 0:06:56.519 --> 0:07:00.820 10% said it's constant 14% actually were optimistic. Great. I 0:07:00.839 --> 0:07:04.230 like that, but 76% said it will become more challenging 0:07:04.320 --> 0:07:08.089 and why they said this is because the consumers are 0:07:08.100 --> 0:07:10.690 saying we're gonna be spending less. Now if you see 0:07:10.700 --> 0:07:13.899 this poll by this is by sales force done. Uh 0:07:13.910 --> 0:07:17.450 you know, across I think 5000 number, around five countries. 0:07:17.459 --> 0:07:23.029 Singapore included 1000 respondents from Singapore overall. This is consumer speaking, 0:07:23.959 --> 0:07:27.529 overall budget for spending will be 81% of them said 0:07:27.540 --> 0:07:30.730 overall budget will reduce and then you can see different sectors, 0:07:30.739 --> 0:07:34.410 retail and consumer goods, travel, media, entertainment, automotive, if I'm 0:07:34.420 --> 0:07:36.290 sure Glenn you're interested in. This is a little low, 0:07:36.299 --> 0:07:39.239 which is good news for you, I guess uh 68% 0:07:39.309 --> 0:07:42.880 health care. So clearly consumers are saying we're gonna be 0:07:42.890 --> 0:07:46.480 spending less but and here's the interesting part. If you 0:07:46.489 --> 0:07:47.489 go to the next slide, 0:07:48.420 --> 0:07:50.660 they want to spend less, but they are saying we 0:07:50.670 --> 0:07:55.929 want a better experience. 52% expect a better experience from 0:07:55.940 --> 0:07:59.589 their favorite brands as a result of the current economic climate. Now, 0:07:59.600 --> 0:08:05.089 this makes the job of marketeers of product practitioners very challenging. 0:08:05.190 --> 0:08:07.410 And that's why we have the topic today. You want 0:08:07.420 --> 0:08:10.079 to spend less but you want a better experience. So 0:08:10.089 --> 0:08:12.579 how do you achieve both? And that's something we will 0:08:12.589 --> 0:08:15.660 unravel as we go on in this, in this session. 0:08:15.670 --> 0:08:17.809 So let me just take a pause here 0:08:18.679 --> 0:08:21.079 and ask, you know, both Glenn and Clay Glenn. Let's 0:08:21.089 --> 0:08:24.089 start with you. Does this data resonate for you? Do you, 0:08:24.100 --> 0:08:25.609 what do you think about this data when you see 0:08:25.619 --> 0:08:28.049 this is it, is it mirrored in your own industry 0:08:28.059 --> 0:08:28.529 as well? 0:08:31.279 --> 0:08:35.039 I think when we look at um survey or poll 0:08:35.049 --> 0:08:39.459 like this, right? Remember the questions appeals to the logical mind, 0:08:39.840 --> 0:08:43.010 right? And there is a lot of underlying of human 0:08:43.020 --> 0:08:46.549 psychology and there's an influence that we see as well 0:08:46.559 --> 0:08:49.989 from what we are seeing in terms of consumer demand, 0:08:50.000 --> 0:08:55.840 consumerism is still high. No um meet a persisting inflationary environment. 0:08:55.950 --> 0:09:00.728 No doubt consumer will reassess their spending priorities but priorities 0:09:00.739 --> 0:09:03.059 is what consumer team as 0:09:03.344 --> 0:09:07.385 important to them, right? And that's where they're going to 0:09:07.395 --> 0:09:12.155 assess the value the brand brings to that portfolio of consumption. 0:09:12.284 --> 0:09:15.454 I'll just use a very recent one, tickets to BT S. 0:09:16.195 --> 0:09:18.534 I think a lot of audience could have heard about it. 0:09:18.544 --> 0:09:21.385 The two day concert was sold out, right? A third 0:09:21.395 --> 0:09:24.234 show is added yet they are scalper selling the tickets 0:09:24.244 --> 0:09:28.575 for 1000 500 with clear demand from a marketing perspective, 0:09:28.585 --> 0:09:29.594 I guess um 0:09:31.190 --> 0:09:34.359 in practice, the consultative conversations we have with our clients 0:09:34.369 --> 0:09:38.299 are largely around marketing transmission as well. Should be around 0:09:38.309 --> 0:09:45.939 data and tech integration, um popular management and maximization. So no, 0:09:45.950 --> 0:09:48.250 we are looking at a lot more brand partnership and 0:09:48.260 --> 0:09:52.479 collaboration as well as learning plans for advertisers and client 0:09:52.489 --> 0:09:56.549 partners to look at how they can navigate a period 0:09:56.559 --> 0:10:00.070 of uncertainty ahead. You know, the future is always 0:10:01.020 --> 0:10:05.460 more uncertain than what we could see today. Adding optimizing clients, 0:10:05.469 --> 0:10:10.299 media investment and delivering on performance matrix are considered operational hygiene. 0:10:10.489 --> 0:10:13.250 Adding brands are looking at driving this proportion of R 0:10:13.260 --> 0:10:17.330 I with the investment and not necessarily looking at spending lesser. 0:10:17.520 --> 0:10:19.229 It's about spending smarter. 0:10:20.599 --> 0:10:23.609 OK? It's not about spending less about spending smarter. That's that, 0:10:23.619 --> 0:10:25.679 that's a great line, Glenn. What about you? Does this 0:10:25.690 --> 0:10:28.630 data resonate with you? Yeah, I think, you know, um 0:10:28.640 --> 0:10:32.330 it's quite interesting. Uh So when we ran our ads 0:10:32.340 --> 0:10:32.890 and 0:10:33.320 --> 0:10:37.150 it's different you you can see from the uh response. 0:10:37.159 --> 0:10:40.859 So a more creative ad. So uh uh an ad 0:10:40.869 --> 0:10:44.799 that kind of resonates with uh the consumer uh has 0:10:44.809 --> 0:10:47.390 a lot of higher click to ad. That's very just, 0:10:47.400 --> 0:10:50.510 you know, selling this feature, that feature is not very 0:10:50.520 --> 0:10:54.280 lifestyle focused, there's no story to it. Uh actually has 0:10:54.289 --> 0:10:57.549 very low click truths and the expiry date 0:10:57.909 --> 0:11:01.218 uh uh for creatives is actually quite fast like if 0:11:01.229 --> 0:11:04.140 we run it maybe more than two months that, that 0:11:04.150 --> 0:11:07.880 you can see that the click to drop very quickly. So, 0:11:07.890 --> 0:11:12.760 um and everybody wants a personalized experience, everybody wants to see, ok, 0:11:12.770 --> 0:11:14.739 if you know, I look at your brand, what do 0:11:14.750 --> 0:11:16.650 I get out of it? Um You know, if I 0:11:16.659 --> 0:11:18.799 look at your car, so what every car is like 0:11:18.809 --> 0:11:20.909 that every car has four wheels, every car, you know, 0:11:20.919 --> 0:11:22.659 has four doors, two doors, some of them, 0:11:23.000 --> 0:11:25.969 uh what's the big deal? Everybody's saying your car is safe. 0:11:25.979 --> 0:11:29.090 So what, you know, they want to see explicitly what 0:11:29.099 --> 0:11:33.119 is different and even that, you know, um everyone looks 0:11:33.130 --> 0:11:35.979 at the micro moments, right? If you look at the 0:11:36.229 --> 0:11:39.580 an ad within the first five seconds, if it doesn't 0:11:39.590 --> 0:11:42.840 capture you, no one's gonna, they're just gonna swipe past it. 0:11:42.849 --> 0:11:44.349 They're just, everyone's so used to that 0:11:44.690 --> 0:11:47.909 clicking next. So it's really about uh in the first 0:11:47.919 --> 0:11:50.979 five seconds, 10 seconds. What can you deliver to the customer? 0:11:50.989 --> 0:11:54.559 How do you show the potential customer why they should 0:11:54.570 --> 0:11:57.140 complete watching your ad? Why they should click through to 0:11:57.150 --> 0:11:59.979 your website? Why should they should find out more about 0:11:59.989 --> 0:12:00.839 your product? 0:12:01.760 --> 0:12:04.919 That that's a great pro tip for our audiences. Um 0:12:04.929 --> 0:12:07.669 micro moments, you have to make an impact in the 0:12:07.679 --> 0:12:10.880 first five or six seconds. Otherwise it's such a content 0:12:10.890 --> 0:12:14.030 dense world and they get so distracted, they're gonna move on. 0:12:14.039 --> 0:12:16.380 So I, I love that the first five seconds are 0:12:16.390 --> 0:12:18.968 very important. Uh So let's talk about uh you know, 0:12:18.979 --> 0:12:21.569 another phenomenon that happened recently that shook our life a 0:12:21.580 --> 0:12:24.270 little bit COVID. So how do 0:12:24.359 --> 0:12:28.030 the world of, how did COVID impact marketing and lives 0:12:28.039 --> 0:12:31.840 for you? You know, did it changed brand marketing in a, 0:12:31.849 --> 0:12:34.479 in a, you know, in a way that's like everlasting? 0:12:34.489 --> 0:12:36.549 I mean, if you talk about, look at this webinar, right? 0:12:36.559 --> 0:12:39.780 We started this webinar during COVID, but it's continuing even 0:12:39.789 --> 0:12:42.049 after COVID as well. So clearly, some of the things 0:12:42.059 --> 0:12:44.619 have lasted beyond COVID as well. How did it impact 0:12:44.630 --> 0:12:46.869 brand marketing for you? Let's start with you Glenn first. 0:12:47.539 --> 0:12:50.030 Uh Well, I mean, for us, we kind of uh 0:12:50.039 --> 0:12:54.339 since the start of the lockdowns, we shifted from like 0:12:54.349 --> 0:12:59.469 a very traditional type, uh things like print uh into 0:12:59.479 --> 0:13:03.250 very digital uh type, things like uh 0:13:03.340 --> 0:13:07.109 to a social media platforms such as uh tiktok I 0:13:07.119 --> 0:13:10.179 G Facebook. And it's kind of helped us reach a 0:13:10.190 --> 0:13:13.460 wider audience and you can kind of focus on what 0:13:13.469 --> 0:13:16.010 kind of audience you want and the conversion rates a 0:13:16.020 --> 0:13:18.979 lot higher. I would say, you know, uh 0:13:19.719 --> 0:13:23.869 digital is like a precision bomb where, you know, you 0:13:23.880 --> 0:13:26.650 select the target and then, you know, you fire the missile, 0:13:26.659 --> 0:13:29.559 but the newspaper is like a carpet bomb where you 0:13:29.570 --> 0:13:33.848 just bomb everything. So uh maybe only 5% of what 0:13:33.859 --> 0:13:36.090 you want to bomb is the target. But you have 0:13:36.099 --> 0:13:39.000 to bomb the 95 is wasted. Whereas in digital, if 0:13:39.010 --> 0:13:40.679 you get it right, you can have a very, very 0:13:40.690 --> 0:13:44.228 high R O I. And uh in, in our case, 0:13:44.239 --> 0:13:45.989 like we always focus on our 0:13:46.210 --> 0:13:50.359 uh safety, like for Subaru's cases, like 100 safety features 0:13:50.369 --> 0:13:54.200 and how uh subs keep the families and themselves safe 0:13:54.210 --> 0:13:57.819 on the road and off the road. So very simple messaging. 0:13:57.830 --> 0:13:58.770 But how do you make it 0:13:59.099 --> 0:14:03.200 uh very interesting. Um We've also kind of experimented with 0:14:03.210 --> 0:14:05.909 using uh K A I was in, in our different 0:14:05.919 --> 0:14:08.959 markets to kind of add a lifestyle touch. So, you know, 0:14:08.969 --> 0:14:11.979 a different way of storytelling. So I think storytelling has 0:14:11.989 --> 0:14:17.330 become uh very uh interesting in, in terms of how 0:14:17.340 --> 0:14:20.650 uh people uh uh so this is like a call 0:14:20.659 --> 0:14:23.030 to action for us to get people to come down 0:14:23.039 --> 0:14:25.609 and the traditional car test drive is very boring. So 0:14:25.703 --> 0:14:30.593 enter this super advanced technology drive to kind of show that, 0:14:30.603 --> 0:14:32.853 you know, our, our brand has a little bit more 0:14:32.862 --> 0:14:34.843 something different. People don't want to. Oh, you know, I 0:14:34.853 --> 0:14:36.953 come for a test drive, the salesman gives me sales. 0:14:37.083 --> 0:14:40.232 I come and drive it in circles for like 10 minutes. 0:14:40.242 --> 0:14:43.093 So what, so, you know, we kind of created this 0:14:43.103 --> 0:14:46.562 advanced technology drive to kind of first the the key 0:14:46.572 --> 0:14:49.203 word is I'm what I'm trying to sell you is 0:14:49.213 --> 0:14:51.632 my advanced technology. So it kind of gets people. Oh, 0:14:51.643 --> 0:14:52.213 what is this. 0:14:53.005 --> 0:14:55.276 And uh you know, using K O L s like 0:14:55.286 --> 0:14:59.185 our ambassador Ken is showing uh you know, our core 0:14:59.195 --> 0:15:02.875 technology and showing in a normal way how a regular 0:15:02.885 --> 0:15:06.335 consumer would use our cars where it kind of steers 0:15:06.346 --> 0:15:08.565 the car back in lane for you by itself, things 0:15:08.575 --> 0:15:10.796 like that. These are very hard to show. And if 0:15:10.806 --> 0:15:13.515 I just said, oh, this is lane keep function, this 0:15:13.526 --> 0:15:16.296 is lane centering function, This is lane keep assist. People 0:15:16.306 --> 0:15:18.695 don't understand what that means. What does it mean to you? 0:15:18.705 --> 0:15:18.815 You know, 0:15:18.908 --> 0:15:22.258 it's too feature rich two word. Uh You know, there 0:15:22.268 --> 0:15:25.278 are too many words, too technical, nobody understands. And in 0:15:25.289 --> 0:15:27.129 the past, you know, my team used to be like 0:15:27.138 --> 0:15:29.239 obsessed with putting, oh, we should put all the features. 0:15:29.249 --> 0:15:31.379 I said, nobody cares because I said you pick it 0:15:31.388 --> 0:15:33.679 up and can you remember what the last five features were? 0:15:33.689 --> 0:15:35.039 No one can tell me the answer. So I said 0:15:35.049 --> 0:15:37.359 there's no coin, right? So you have to sell if 0:15:37.369 --> 0:15:39.138 I'm the consumer, what does it mean to me? How 0:15:39.148 --> 0:15:41.869 does it affect my daily life? Uh You know, how 0:15:41.879 --> 0:15:45.419 does uh the car help me drive better? 0:15:45.512 --> 0:15:49.872 How does the car, uh you know, help me in 0:15:49.882 --> 0:15:53.281 my day to day and in, in COVID, uh you know, 0:15:53.291 --> 0:15:56.262 everybody wears a mask because, you know, they worry about 0:15:56.401 --> 0:16:00.191 uh keeping safe. So I kind of pair that with, 0:16:00.202 --> 0:16:02.642 how do I keep you safe? With our car. Yeah, 0:16:02.651 --> 0:16:06.142 you know COVID uh the mask keeps you safe. But 0:16:06.151 --> 0:16:09.851 uh you know, for us, we are also selling safety. 0:16:09.892 --> 0:16:12.021 Our car keeps you safe, but 0:16:12.114 --> 0:16:14.885 how does it keep you safe better than other, other 0:16:14.895 --> 0:16:16.684 kind of every brand can say, keep you safe. So 0:16:16.695 --> 0:16:19.155 I'm trying to make our cars like the N95 mask. 0:16:19.164 --> 0:16:22.965 Everybody knows N95 is the highest level of safety. So 0:16:23.075 --> 0:16:26.265 we have the N95 mask of safety compared to just 0:16:26.275 --> 0:16:28.984 a surgical mask or cloth mask. So that kind of thing, 0:16:28.994 --> 0:16:31.844 I try to differentiate uh using this kind of things 0:16:31.854 --> 0:16:34.955 to kind of show why my product is different from 0:16:34.965 --> 0:16:38.664 uh other kinds of product, other kind, other people's safety, 0:16:38.950 --> 0:16:43.239 the difference between a cloth mask, uh surgical mask, N95 mask, 0:16:43.250 --> 0:16:46.469 of course, you know, and an N95 mask is uh 0:16:46.479 --> 0:16:47.909 very safe. 0:16:48.359 --> 0:16:52.549 Uh It's not the greatest looking but it's safe and, 0:16:52.559 --> 0:16:55.130 and keeps you safe and it's not the most expensive. 0:16:55.140 --> 0:16:57.150 You can buy those masks with a built in filter 0:16:57.159 --> 0:17:00.369 that filters, but that's $100.95 mask is $3 you know, 0:17:00.380 --> 0:17:03.830 so we want to be the reasonable price but have 0:17:03.840 --> 0:17:07.208 filter 95% it doesn't filter the 5%. That's why it's 95. 0:17:07.219 --> 0:17:09.729 But you know, it's better than a cloth mask. 0:17:10.560 --> 0:17:12.849 Very interesting. I mean, I I I love, I think 0:17:12.859 --> 0:17:14.698 three things that you mentioned one is don't just say 0:17:14.709 --> 0:17:18.209 advanced technology because everyone says that right, be very specific. 0:17:18.219 --> 0:17:20.729 So your ad over there was very specific about which 0:17:20.739 --> 0:17:24.050 features are there. Plus, I think you did a great 0:17:24.060 --> 0:17:26.369 job of translating the feature into user benefit. You know, 0:17:26.380 --> 0:17:27.949 everyone talks about features but 0:17:28.035 --> 0:17:30.604 tell people what's the user benefit. And I love the 0:17:30.614 --> 0:17:34.185 entire N95 mask of safety. I'm gonna remember that. That's great. 0:17:34.324 --> 0:17:37.655 Uh Chloe, what about you? Uh how has COVID impacted 0:17:37.665 --> 0:17:39.785 marketing for your brands? I mean, you have a diverse 0:17:39.795 --> 0:17:44.333 set of brands, technology, food, consumer goods, how has life 0:17:44.344 --> 0:17:45.425 changed after COVID? 0:17:46.640 --> 0:17:48.969 I think thankfully, we are in Singapore, so many of 0:17:48.979 --> 0:17:52.479 the brands we partner with, right on the strong post 0:17:52.660 --> 0:17:56.390 pandemic recovery. So it's not that it's not about COVID, 0:17:56.400 --> 0:17:59.099 but it's more about the impact of COVID thereafter. All right, 0:17:59.260 --> 0:18:03.260 like most businesses, the operational challenges around supply chain and 0:18:03.270 --> 0:18:07.910 talent recruitment are real and we see more uh tactical 0:18:07.920 --> 0:18:11.050 campaigns as demand upstream supply. 0:18:11.349 --> 0:18:15.280 And uh there's a renewal in defining an antic being 0:18:15.290 --> 0:18:18.010 brand purpose just like what the Glen has shared for 0:18:18.020 --> 0:18:21.739 Subaru as well, right? And that focus is even stronger 0:18:21.750 --> 0:18:24.429 ever more than before as brand kind of find that 0:18:24.439 --> 0:18:28.319 positioning in the consumer mind map and we see more 0:18:28.329 --> 0:18:33.579 consideration for brand led uh communication that are grounded on 0:18:33.589 --> 0:18:36.900 consumer truth and through more empathetic lens. 0:18:37.790 --> 0:18:40.880 Great. Um Yeah, so uh I think uh a bit 0:18:40.890 --> 0:18:44.500 more empathetic lens because of a very human situation, a 0:18:44.510 --> 0:18:47.359 human uh set of circumstances that we're all going through? 0:18:47.369 --> 0:18:50.159 Great one. All right. So uh just a reminder for 0:18:50.170 --> 0:18:53.689 the audiences, please do keep the Q and A box buzzing. 0:18:53.699 --> 0:18:56.079 Uh click on that box and give us more questions. 0:18:56.089 --> 0:18:58.639 We have time allocated towards the end of this for 0:18:58.650 --> 0:19:01.510 your questions. So please keep them coming. Uh All right, 0:19:01.520 --> 0:19:04.599 let's move on to uh something else that is not 0:19:04.609 --> 0:19:06.760 a new phenomenon, but I think has got 0:19:07.229 --> 0:19:10.479 put on steroids in the last few years or months maybe, 0:19:10.489 --> 0:19:13.438 which is brand and performance marketing. There's a lot of 0:19:13.449 --> 0:19:16.429 buzz and debate about should I spend on brand? Should 0:19:16.439 --> 0:19:20.889 I spend on performance? Are these different? Can you combine 0:19:20.900 --> 0:19:23.859 both into one? And we'd love to get your opinion 0:19:23.869 --> 0:19:26.979 on this uh brand versus performance again. Let me start 0:19:26.989 --> 0:19:29.198 with you Glenn first. Do you see them as two 0:19:29.209 --> 0:19:32.699 separate categories or are they just same things uh disguised 0:19:32.709 --> 0:19:35.369 into uh two different big jargon? 0:19:35.939 --> 0:19:38.869 Yeah. So I, I think, you know, um people always, 0:19:38.880 --> 0:19:41.959 you know, everybody's always interested. Oh, if I spend on branding, 0:19:41.969 --> 0:19:44.119 you know, it doesn't translate to sales. How do you 0:19:44.130 --> 0:19:47.680 link the two things? So, I, I think uh so 0:19:47.689 --> 0:19:51.270 we do do split our marketing into hard uh brain 0:19:51.280 --> 0:19:55.819 and wallet, but I think the overarching message. So first 0:19:55.829 --> 0:19:59.869 is for uh every brand I think, you know, um and, 0:19:59.880 --> 0:20:01.719 and I guess a lot of the sme s and 0:20:01.729 --> 0:20:03.170 things like that. Uh 0:20:03.839 --> 0:20:06.270 What does your brand stand for. So if you're not 0:20:06.280 --> 0:20:09.390 clear and you're just building your brand name after a 0:20:09.400 --> 0:20:12.510 while it becomes a name, you know, I could be 0:20:12.520 --> 0:20:16.459 this coffee, that coffee, this water, that water even, you know, 0:20:16.469 --> 0:20:19.079 mineral water is 20 different brands. What is the difference 0:20:19.089 --> 0:20:24.030 between uh uh, um, the, the, the, the your own 0:20:24.040 --> 0:20:25.629 bottle of water and E V I 0:20:25.704 --> 0:20:28.814 and it's just water, right? But, you know, uh like 0:20:28.824 --> 0:20:31.454 in Ian's case, they are, they are they, they say 0:20:31.464 --> 0:20:33.875 that they are from the spring or the Alps or 0:20:33.885 --> 0:20:36.524 something like that? They have five minerals, something like that. 0:20:36.625 --> 0:20:39.635 So it's, it's first, what does your brand stand for? 0:20:39.645 --> 0:20:41.775 What is unique about your product? Why did you bring 0:20:41.785 --> 0:20:42.454 your product 0:20:42.719 --> 0:20:45.910 uh to market in the first place? Uh What did you, 0:20:45.920 --> 0:20:49.329 what do you feel that is very important for, to 0:20:49.339 --> 0:20:53.439 push your product? So that's the overarching brand? What, what, 0:20:53.449 --> 0:20:55.810 what do you want to sell? And then of course, 0:20:55.829 --> 0:21:00.030 then uh the, the performance marketing comes in in terms 0:21:00.040 --> 0:21:03.810 of what do you want the consumer 0:21:04.280 --> 0:21:06.670 to get out of buying your product? What do you 0:21:06.680 --> 0:21:10.839 want the consumer to feel like when I have your product, 0:21:10.849 --> 0:21:13.489 what kind of happiness do I get out of you 0:21:13.760 --> 0:21:16.369 by paying this money? What kind of benefit do I 0:21:16.380 --> 0:21:20.300 get from this? So it's kind of like a overlapping, 0:21:20.310 --> 0:21:23.429 but at the same time, you still have to build 0:21:23.569 --> 0:21:26.489 the brand based on what your brand stands for in 0:21:26.500 --> 0:21:30.609 terms of what does it, why is it different from 0:21:31.050 --> 0:21:33.889 some somebody else? Why is it different? Why should I 0:21:33.900 --> 0:21:37.438 buy your uh and, and I, like I said, water 0:21:37.449 --> 0:21:41.579 is a very simple example or um masks are very 0:21:41.589 --> 0:21:43.849 simple example. So these are things that what, what is 0:21:43.859 --> 0:21:47.819 your brand uh uh unique for, you know, and, and 0:21:47.829 --> 0:21:51.448 I think uh these are the uh things that, that 0:21:51.670 --> 0:21:55.140 the brand where the brand is very important to establish 0:21:55.150 --> 0:21:56.459 why your brand 0:21:56.719 --> 0:22:00.500 stands for, why, what it is and the performance marketing 0:22:00.510 --> 0:22:02.780 be your product, what is your product, which is the 0:22:02.790 --> 0:22:06.399 brain portion? What is your product uh unique? What's so 0:22:06.410 --> 0:22:10.770 unique about your product versus other uh products in, in, 0:22:10.780 --> 0:22:14.930 in the market? And why should people consider uh your product? And, 0:22:14.939 --> 0:22:18.030 you know, people, a lot of people research uh online 0:22:18.040 --> 0:22:20.890 now and, and they, they, they are all, 0:22:21.260 --> 0:22:24.270 you know, based on their social feeds and, and following 0:22:24.280 --> 0:22:26.139 K O L s and, and things like that and 0:22:26.150 --> 0:22:28.550 what people say. So that's very important as well. So 0:22:28.560 --> 0:22:31.420 if you don't make your, uh how would you say 0:22:31.430 --> 0:22:33.270 brand uh your product 0:22:33.880 --> 0:22:37.150 uh product benefit very clear, but in a way that 0:22:37.160 --> 0:22:41.170 how it benefits the user or the, the, the consumer, 0:22:41.180 --> 0:22:44.089 then I think that would be uh probably the biggest 0:22:44.099 --> 0:22:48.489 challenge because, you know, uh uh uh a lot of 0:22:48.500 --> 0:22:52.409 uh times people like, especially for our industry car 0:22:52.699 --> 0:22:55.099 sometimes, you know, people tend to, when, when, when in 0:22:55.109 --> 0:22:57.530 the past, we used to uh get people to, to 0:22:57.540 --> 0:22:59.669 review it and then they will list blah, blah, blah, blah, blah, 0:22:59.680 --> 0:23:01.410 blah blah of features. But you know, if you watch 0:23:01.420 --> 0:23:03.609 it by the third feature, I'm like, I don't know 0:23:03.619 --> 0:23:06.489 what you're talking about because the manufacturers like to list 0:23:06.500 --> 0:23:08.448 the features, it gets longer and longer. I can't even 0:23:08.459 --> 0:23:11.130 pronounce it. And then they start using acronyms or ad 0:23:11.140 --> 0:23:13.760 L C F L K A, you know, AC C 0:23:13.770 --> 0:23:17.349 PC B so many after a while, it's just three alphabets, right? 0:23:17.359 --> 0:23:17.630 I mean, 0:23:17.782 --> 0:23:20.373 maybe the Singapore government is good at naming, you know, acronyms. 0:23:20.383 --> 0:23:22.963 But I, I'm not, you know, I'm not sure everybody 0:23:22.973 --> 0:23:26.571 understands it. Yeah, that's a great plan. You know, a 0:23:26.583 --> 0:23:29.672 note for our audiences don't give too many acronyms and 0:23:29.682 --> 0:23:32.863 I love your, your, the categorization of heart brain and wallet. 0:23:32.873 --> 0:23:34.863 I think that's a very nice way of putting it. 0:23:34.973 --> 0:23:37.272 You have to do all of it. You have to 0:23:37.282 --> 0:23:39.141 appeal to the heart, you have to appeal to the 0:23:39.152 --> 0:23:42.302 brain and obviously people obviously think about their wallet and 0:23:42.311 --> 0:23:42.772 they're spending 0:23:43.156 --> 0:23:45.065 and you have to make sure that your advertising and 0:23:45.076 --> 0:23:48.125 your marketing addresses each of these three. I think that's 0:23:48.135 --> 0:23:50.556 a very nice way of putting it. Chloe. What about you? 0:23:50.566 --> 0:23:52.715 I mean, you walk across a cross section of brand, 0:23:52.725 --> 0:23:54.556 how do they are brands? How do they think about 0:23:54.566 --> 0:23:56.936 brand versus performance? And I would love you to uh 0:23:56.946 --> 0:23:59.525 you know, amplify a little bit about measurement as well 0:23:59.536 --> 0:24:02.215 because uh people are always confused about how do I 0:24:02.225 --> 0:24:05.066 measure brand marketing versus performance marketing? Do I use different 0:24:05.076 --> 0:24:07.395 metrics and so on? So please give us your take 0:24:07.406 --> 0:24:07.855 on this. 0:24:08.800 --> 0:24:11.589 I I think it goes back to the marketing organization 0:24:11.599 --> 0:24:13.629 as well, right? We work with different, like you say 0:24:13.640 --> 0:24:17.079 a diverse portfolio of clients the way they organize their 0:24:17.329 --> 0:24:20.930 uh marketing structure as well as budget allocation. Some they 0:24:20.939 --> 0:24:25.429 have speed branding and uh performance into two different buses, 0:24:25.439 --> 0:24:29.079 uh buckets and business units, right? And there are also 0:24:29.089 --> 0:24:33.020 brands who do one single marketing focus because you are 0:24:33.030 --> 0:24:34.310 marketing the same audience 0:24:34.395 --> 0:24:38.225 might be branding or performance. It's about understanding consumer truth 0:24:38.234 --> 0:24:41.215 and being meaningful throughout that journey. So we are seeing 0:24:41.225 --> 0:24:45.916 branding ads having strong halo and attribution on lower finance 0:24:45.926 --> 0:24:48.865 activities and this is not new. Um even when I 0:24:48.875 --> 0:24:51.475 was in China, when we do a lot of marketing 0:24:51.484 --> 0:24:54.656 needs modeling and predictive modeling and all you see that 0:24:54.666 --> 0:24:58.504 brand effect, technical activation still has the highest direct impact 0:24:58.515 --> 0:24:59.906 on sales and conversion matrix. 0:24:59.991 --> 0:25:03.612 Don't get me wrong. However, an effective branding communication could 0:25:03.621 --> 0:25:07.202 result in incremental up leaf in the short term performance 0:25:07.212 --> 0:25:11.021 while delivering the long term brand building effect. Yeah, I 0:25:11.031 --> 0:25:14.661 think um I echo what Glen say, you know, increasingly 0:25:14.671 --> 0:25:19.161 we are looking at um brand manager quite differently as well. 0:25:19.171 --> 0:25:21.692 So in fact, you know, when we look at performance 0:25:21.702 --> 0:25:23.942 measure as well, while its clear card is about the 0:25:23.952 --> 0:25:25.501 conversion of purchase 0:25:25.979 --> 0:25:28.760 a landing on the page. But increasingly, we're looking at 0:25:28.770 --> 0:25:32.000 attention as a matrix across both branding and capital ads 0:25:32.010 --> 0:25:37.319 to understand the effectiveness and optimize for performance. Because be 0:25:37.329 --> 0:25:41.089 branding ad or a performance a you want to 0:25:41.185 --> 0:25:44.614 know that the app is engaging, getting some form of 0:25:44.625 --> 0:25:49.944 attention to be able to maximize its effectiveness. So budget 0:25:49.954 --> 0:25:54.594 allocation is often um optimized based on several factors, not 0:25:54.604 --> 0:25:58.954 just based on the marketing objectives. Um 0:25:59.410 --> 0:26:02.030 I think most agencies have their budget allocation tool uh 0:26:02.040 --> 0:26:05.510 that is built on very robust data and research and 0:26:05.520 --> 0:26:08.699 for some clients, they we we build bespoke predictive model 0:26:08.709 --> 0:26:12.849 for budget allocation towards their desired outcomes as well and 0:26:12.859 --> 0:26:15.239 these outcomes could be against us. 0:26:15.319 --> 0:26:22.089 Um awareness metrics, considera uh consideration index or eventually to 0:26:22.099 --> 0:26:25.369 the intent to purchase. So now when it comes to 0:26:25.670 --> 0:26:29.300 management framework, I'll say no align it with your brand 0:26:29.310 --> 0:26:31.149 portfolio and brand goals, 0:26:32.170 --> 0:26:34.619 right? Yeah, no, I I think that's a great fun. 0:26:34.630 --> 0:26:37.369 Uh activations are important clearly, but if you do not 0:26:37.380 --> 0:26:40.890 invest in building the brand, the effectiveness of those activations 0:26:40.900 --> 0:26:42.719 comes down as well. I mean, I can give you 0:26:42.729 --> 0:26:45.319 some uh you know, from our own experience at media Corp, 0:26:45.329 --> 0:26:47.500 we do a lot of performance marketing campaigns with our 0:26:47.510 --> 0:26:51.129 uh brands and we realize that while the performance marketing 0:26:51.140 --> 0:26:54.968 campaigns are focused on sales activations, the brands that have 0:26:54.979 --> 0:26:57.660 spent money on building the brands 0:26:57.902 --> 0:27:00.662 long term actually get better results from their performance marketing 0:27:00.672 --> 0:27:03.802 campaigns as well. So while all the things that you know, 0:27:03.811 --> 0:27:06.233 you and Glenn talked about that appeal to the brain 0:27:06.243 --> 0:27:09.593 and the wallet pricing and product features are great. Those 0:27:09.603 --> 0:27:12.223 who invested in the brand building actually get more out 0:27:12.233 --> 0:27:14.713 of their performance marketing campaign as well. So that's seen 0:27:14.723 --> 0:27:19.132 something that we've seen consistently across all our performance marketing campaigns. 0:27:19.142 --> 0:27:21.613 Uh All right, let, let, let's, let's move on. I 0:27:21.623 --> 0:27:23.532 just want to address uh you know, some, 0:27:24.296 --> 0:27:26.625 you, are you saying something? Yeah, sorry. I, I, I 0:27:26.635 --> 0:27:29.296 think I also forgot to mention that uh you know, 0:27:29.306 --> 0:27:34.885 um the uh combination of like brand and performance marketing, 0:27:34.895 --> 0:27:37.525 uh we kind of, we may I, I combined it, 0:27:37.536 --> 0:27:41.946 for example, like uh using K O to demonstrate uh 0:27:41.955 --> 0:27:45.926 how our cars, the U SPS of the cars are 0:27:45.936 --> 0:27:48.446 easy to use. Um I don't know if uh they 0:27:48.455 --> 0:27:49.244 have the video. 0:27:49.550 --> 0:27:52.379 Um and we had a video and then we would 0:27:52.390 --> 0:27:54.430 get the herb uh the K O L s uh 0:27:54.699 --> 0:27:58.560 viewers to actually come and spot the car on the 0:27:58.569 --> 0:28:01.410 road and, and book a test drive appointment to, to 0:28:01.420 --> 0:28:05.139 win prizes as well. Uh And uh if there's a video, 0:28:05.150 --> 0:28:05.979 please play that. 0:28:07.089 --> 0:28:09.420 Ok, everybody, everybody scream. 0:28:17.089 --> 0:28:19.550 That girl's got some serious swirls in her pains. 0:28:20.619 --> 0:28:22.228 Tell me what's making you black. 0:28:24.530 --> 0:28:26.150 Ain't got no chickens, ain't got no 0:28:33.709 --> 0:28:34.640 watch me put it 0:28:34.650 --> 0:28:34.900 down. 0:28:36.760 --> 0:28:39.849 Yeah. So, so we actually have uh we, we came 0:28:39.859 --> 0:28:42.579 out this campaign, um you know, to really get people 0:28:42.589 --> 0:28:45.420 and we stick it up the whole car to show 0:28:45.430 --> 0:28:48.349 the eyesight, eyesight is a very complicated and very technical term. 0:28:48.359 --> 0:28:51.300 So we kind of made it very simple and then 0:28:51.310 --> 0:28:53.550 you have to have some kind of hook for people 0:28:53.560 --> 0:28:55.630 to want to pay attention. And so what if I 0:28:55.640 --> 0:28:58.400 see the car? So, you know, we kind of encourage 0:28:58.410 --> 0:29:00.729 people to spot the car on the road and then, 0:29:00.739 --> 0:29:03.189 you know, sign up for test drives and things like that. 0:29:03.459 --> 0:29:05.140 Uh and then we give away like I 0:29:05.422 --> 0:29:08.191 premiums and things. So so, but, but by doing this, 0:29:08.203 --> 0:29:10.662 it's better than a salesman coming to say, oh, you 0:29:10.672 --> 0:29:12.123 can't test drive my car because I'm trying to make 0:29:12.133 --> 0:29:13.733 a sale. What I'm trying to do is I'm trying 0:29:13.743 --> 0:29:16.032 to showcase my technology. You don't have to buy it today. 0:29:16.042 --> 0:29:18.623 But this is what our car is all about. This 0:29:18.633 --> 0:29:21.463 is what our safety features, eyesight mean. And so it's 0:29:21.473 --> 0:29:24.262 kind of branding in the sense that I'm branding the 0:29:24.353 --> 0:29:27.782 the Subaru eyesight technology, the safety technology. So it's kind 0:29:27.792 --> 0:29:30.312 of a branding campaign. But at the same time, we 0:29:30.322 --> 0:29:32.623 add in the hook like, oh you know, you come 0:29:32.633 --> 0:29:33.993 and test drive the car and, 0:29:34.086 --> 0:29:38.406 and then there's that performance uh uh apart. So we 0:29:38.416 --> 0:29:41.196 kind of measure the K P I space on. How 0:29:41.206 --> 0:29:43.375 many test drives did we get? How many people are 0:29:43.385 --> 0:29:47.355 signed up? How many people actually spotted the car on 0:29:47.365 --> 0:29:50.635 the road, her driving the car, things like this was 0:29:50.645 --> 0:29:54.156 in Malaysia. So, um you know, and, and, and showing 0:29:54.166 --> 0:29:57.395 a little bit of relevance to how, uh uh uh 0:29:57.475 --> 0:30:01.015 especially in Malaysia, you guys drive to Malaysia, you know that, 0:30:01.026 --> 0:30:02.676 you know, the, the road, 0:30:02.910 --> 0:30:05.660 uh the road lines and the, the road signs are 0:30:05.670 --> 0:30:09.040 kind of suggestions. Only nobody really follows them like, you know, 0:30:09.050 --> 0:30:12.859 so it's flexible driving there. So um you kind of 0:30:12.869 --> 0:30:15.439 have people rushing across in front of you and, and 0:30:15.449 --> 0:30:17.709 you need to suddenly break and things like that. So 0:30:17.770 --> 0:30:18.020 it's 0:30:18.084 --> 0:30:22.515 kind of showing uh the differences of how the car 0:30:22.525 --> 0:30:24.854 can kind of help you see. And, and so I 0:30:24.864 --> 0:30:28.295 made something very complicated into something very simple to, to, 0:30:28.454 --> 0:30:32.655 to get the customers to easily understand why our car 0:30:32.665 --> 0:30:33.175 is different. 0:30:33.880 --> 0:30:35.750 Yeah, so that's a, that's a great point here. And 0:30:35.760 --> 0:30:37.689 I think coming to the, you know, the topic of 0:30:37.699 --> 0:30:42.599 economic volatility where marketeers feel a bit stretched on how 0:30:42.609 --> 0:30:46.329 to make sure that we have our advertising spread across 0:30:46.339 --> 0:30:51.530 branding performance uh activation. There's a very smart way of 0:30:51.540 --> 0:30:54.699 combining all three heart brain and wallet. What you're doing 0:30:54.709 --> 0:30:56.920 over here is you have a K O L obviously 0:30:56.930 --> 0:30:59.280 that does great things for your brand, uh comes up 0:30:59.290 --> 0:31:01.670 your brand attributes come out very clearly. You have very 0:31:01.680 --> 0:31:03.510 specific product features, so 0:31:03.586 --> 0:31:05.635 are appealing to the brain and then you're topping it 0:31:05.645 --> 0:31:08.556 up with specific offers, test drives and you know, uh 0:31:08.566 --> 0:31:11.916 pricing as well. So it looks like there's a if 0:31:11.926 --> 0:31:15.005 you work smartly, you can actually combine all three and 0:31:15.015 --> 0:31:17.995 you do not have to have watertight pockets of brand 0:31:18.005 --> 0:31:21.344 marketing versus performance marketing. And that's especially important in these 0:31:21.355 --> 0:31:24.906 times of economic volatility. When times are good, you can 0:31:24.916 --> 0:31:28.255 have a separate brand marketing campaign and a performance marketing campaign. 0:31:28.365 --> 0:31:30.515 When times are not so good, you have to be 0:31:30.526 --> 0:31:33.215 able to work smartly and combine all three. So that's 0:31:33.291 --> 0:31:35.712 great. Uh Glenn, I also wanted to touch upon something 0:31:35.722 --> 0:31:38.362 that you've done very effectively, which is radio. Uh You've 0:31:38.371 --> 0:31:41.511 been one of the earlier, you know, uh pioneers of 0:31:41.521 --> 0:31:44.202 advertising on radio and not just advertising advertising in a 0:31:44.212 --> 0:31:47.962 very unique, distinctive style, which has almost become iconic. Uh 0:31:47.972 --> 0:31:50.812 So we'll play one of the radio ads uh so 0:31:50.822 --> 0:31:52.921 that people know, I know people know what you're talking about, 0:31:52.932 --> 0:31:55.452 but just as a reminder and then we'd love for 0:31:55.462 --> 0:31:58.222 you to talk to us about some background. Tell us, 0:31:58.232 --> 0:32:00.212 give us, tell us a story about your radio ad. 0:32:00.222 --> 0:32:02.862 It's very fascinating. So let's first hear your radio app, 0:32:04.040 --> 0:32:07.910 Kara, why are you bringing the entire office home for 0:32:07.920 --> 0:32:12.760 my mom? Mom? Tomorrow's Mother's day boss. Test drive, the 0:32:12.770 --> 0:32:16.930 Forester Ebo hybrid G T edition. Now at Subaru Linky Showroom, 0:32:16.939 --> 0:32:20.390 my mom reads my reports to relax. That's why I'm 0:32:20.400 --> 0:32:26.770 Kolling and my mom is made. Her name is Madeline. Yes. 0:32:26.780 --> 0:32:29.089 And she's meddling with my life. 0:32:30.099 --> 0:32:30.209 Yeah, 0:32:31.130 --> 0:32:33.609 I kind of, I always end up driving. I always 0:32:33.619 --> 0:32:36.660 filing and laughing and, and it's, uh, when I listen 0:32:36.670 --> 0:32:38.479 to your ads, Glenn. So tell us more about how 0:32:38.489 --> 0:32:41.359 did this campaign or series of campaigns come about. And so, 0:32:41.369 --> 0:32:45.119 I mean, you know, I think, uh in the earlier days, I, 0:32:45.130 --> 0:32:47.579 you know, radio ads, sometimes people tune in 0:32:47.675 --> 0:32:50.685 because, you know, well, ok, so in our case, why 0:32:50.694 --> 0:32:53.484 radio is important to us is uh we only pause 0:32:53.494 --> 0:32:56.645 radio during the uh pandemic when people work from home 0:32:56.655 --> 0:32:58.765 and people were not in their cars. But, you know, 0:32:58.775 --> 0:33:02.035 when people start going back to work, traffic was coming back, 0:33:02.045 --> 0:33:04.385 immediately started the radio ads again because 0:33:04.800 --> 0:33:07.349 in the cast, typically people are listening to radio, they 0:33:07.359 --> 0:33:10.359 wanna hear, uh you know, the DJ S talk and 0:33:10.369 --> 0:33:12.229 things like that. So that, but at the same time, 0:33:12.239 --> 0:33:15.310 people tend to queue out during um too many ads. 0:33:15.319 --> 0:33:18.349 So I thought that, you know, we should create some 0:33:18.359 --> 0:33:23.060 comedy to, to, to make uh people kind of remember 0:33:23.310 --> 0:33:26.310 uh the ads. And so, you know, that's where this 0:33:26.319 --> 0:33:30.219 uh asking uh character was, was invented. I said, you know, 0:33:30.229 --> 0:33:32.380 we have to do something funny and then you know, the, 0:33:32.390 --> 0:33:34.439 the agency, um, 0:33:34.969 --> 0:33:37.859 uh, the scriptwriter came out with it and she was like, oh, 0:33:37.869 --> 0:33:39.439 you know, we do this and then they're like, oh, 0:33:39.449 --> 0:33:42.469 you know, uh, we should find some talents to do that. 0:33:42.479 --> 0:33:43.560 I said, no, no, no, no, no. You know, you 0:33:43.569 --> 0:33:46.069 really have to make it sound very Singaporean. You really 0:33:46.079 --> 0:33:48.300 have to make it sound very unique. And then, so 0:33:48.310 --> 0:33:50.199 I gave her an example of, I want a voice 0:33:50.209 --> 0:33:52.760 like that and then she was like, then why don't 0:33:52.770 --> 0:33:54.579 you just do it? So, and then I've been doing 0:33:54.589 --> 0:33:55.560 a saying all this time. 0:33:55.829 --> 0:33:59.099 Uh So it's kind of like my fun uh thing. 0:33:59.109 --> 0:34:01.640 And then, you know, we, uh we, I started making 0:34:01.650 --> 0:34:04.260 fun of, of things. And along the way, I just 0:34:04.270 --> 0:34:07.199 realized that you don't have to keep talking about the car. 0:34:07.209 --> 0:34:10.020 You just need to be talking about something interesting. And 0:34:10.030 --> 0:34:13.229 then the, the, the V O kind of comes in to, 0:34:13.409 --> 0:34:14.600 to talk about the 0:34:14.688 --> 0:34:17.779 car. So you basically tell a story halfway, you sell 0:34:17.789 --> 0:34:20.509 your product and then you continue with a, with a, 0:34:20.518 --> 0:34:22.388 the joke at the end, right? So that's what, you know, 0:34:22.398 --> 0:34:24.839 kind of lightens people's day. OK? If you don't buy 0:34:24.849 --> 0:34:26.468 my car, it's fine. But at least you heard my ad, 0:34:26.479 --> 0:34:29.559 you know, because it's, it's kind of different. And uh 0:34:29.618 --> 0:34:31.938 so yeah, we kind of write all these things. Uh 0:34:31.948 --> 0:34:33.479 uh There's one time when 0:34:33.810 --> 0:34:37.270 uh I think Singapore. Uh There was this big thing 0:34:37.280 --> 0:34:41.899 about uh aware and uh the, the women's organization and 0:34:41.909 --> 0:34:44.080 I started making fun of the word aware. You know, 0:34:44.090 --> 0:34:46.419 there's one time the courtesy Lion retired, I start making 0:34:46.429 --> 0:34:49.449 fun of the courtesy Lion. Uh You know, so, so 0:34:49.459 --> 0:34:52.339 this same character start of kind of makes fun of 0:34:52.350 --> 0:34:54.199 uh uh many uh 0:34:54.300 --> 0:34:57.550 different things and the kind of tongue in cheek. Uh But, 0:34:57.560 --> 0:34:58.919 you know, we kind of write it in such a 0:34:58.929 --> 0:35:02.379 way that it's more uh uh interesting. And then our 0:35:02.389 --> 0:35:06.750 latest one is where and his assistant are doing things 0:35:06.760 --> 0:35:10.120 and we can introduce the character as well. So, you know, 0:35:10.129 --> 0:35:12.709 it kind of adds some dimension to it, like pets 0:35:12.719 --> 0:35:14.709 and things like that. So just, you know, something 0:35:14.939 --> 0:35:18.620 uh fun and interesting to, to kind of uh uh 0:35:18.750 --> 0:35:22.300 get people to, to, to kind of get people to 0:35:22.310 --> 0:35:25.459 remember our brand uh differently. Yeah. 0:35:25.810 --> 0:35:28.239 Yeah. Yeah. And so, so two things for our audiences. 0:35:28.250 --> 0:35:31.590 One is uh do listen to what Glenn said. He 0:35:31.600 --> 0:35:34.860 said he combines storytelling with selling, you know, sometimes we 0:35:34.870 --> 0:35:37.270 think that storytelling and selling are two different things. I'll 0:35:37.280 --> 0:35:40.600 do storytelling for a brand campaign and I'll do selling, 0:35:40.610 --> 0:35:43.468 which is just blatant selling. What he said was they 0:35:43.479 --> 0:35:47.260 do start a story then in midway as he's taken 0:35:47.270 --> 0:35:49.790 you and he's gripped you with a story. The selling 0:35:49.800 --> 0:35:50.280 part comes 0:35:50.350 --> 0:35:52.639 and then you back to the story. So the audience 0:35:52.649 --> 0:35:55.250 stays gripped throughout. I thought that was very interesting. And 0:35:55.260 --> 0:35:57.679 the big reveal for some of our audience is that Glen, 0:35:58.209 --> 0:36:01.899 the managing director of Taung International is an accomplished voiceover 0:36:01.909 --> 0:36:04.580 artist as well. That's the big reveal in this webinar. 0:36:04.590 --> 0:36:08.689 So thanks Glenn. Uh Prue. Uh tell us more about 0:36:08.699 --> 0:36:11.699 some of the best practices of some pretty iconic campaigns 0:36:11.709 --> 0:36:13.979 that you are involved with right now. I know. So 0:36:13.989 --> 0:36:14.750 tell us more 0:36:15.939 --> 0:36:20.149 our reference to highly established and most considered brand. I, 0:36:20.159 --> 0:36:23.459 I think it's easier to use uh actual use cases 0:36:23.469 --> 0:36:29.219 uh for illustration, right? And um one being mcdonald's, so 0:36:29.229 --> 0:36:31.520 at O MD, the team take a portfolio planning and 0:36:31.530 --> 0:36:36.800 optimization approach to balance and maximize both brand and performance 0:36:36.810 --> 0:36:40.979 effort on mcdonald's. So um just to give a very 0:36:40.989 --> 0:36:43.409 quick background, this brief is all about brand build 0:36:43.479 --> 0:36:47.090 brand affinity. So mcdonald's the single 11 is a pure 0:36:47.149 --> 0:36:51.370 brand affinity campaign where um we want to engage the 0:36:51.379 --> 0:36:54.790 and be meaningful and relevant to Gen X and Gen Z. 0:36:54.959 --> 0:36:57.659 And the insight is that single space has become a 0:36:57.669 --> 0:37:02.590 hyper commercialized event losing its way from its original purpose 0:37:02.600 --> 0:37:08.610 of celebrating and embracing being singer. So 13 challenge convention 0:37:08.620 --> 0:37:10.888 by leveraging the exciting um 0:37:11.169 --> 0:37:16.620 the, the the excitement around a traditional e-commerce led moment 0:37:16.729 --> 0:37:19.479 and making it a moment to build stronger brand affinity 0:37:19.489 --> 0:37:22.500 for mcdonald's. So if we go to the next slide, 0:37:22.780 --> 0:37:24.020 the single 11 0:37:25.479 --> 0:37:29.139 the cheeky campaign that introduced a line of single product 0:37:29.149 --> 0:37:32.649 that don't always get a second glance. So we are 0:37:32.659 --> 0:37:35.589 not going out like, you know what you usually buy 0:37:35.620 --> 0:37:39.620 and uh that is high demand. What we curd is 0:37:39.629 --> 0:37:44.399 a set of single 11 that usually get overlooked and 0:37:44.669 --> 0:37:47.560 breaking away from the usual price off 0:37:47.909 --> 0:37:53.049 and discount driven promotions consumer were invited to mingle with 0:37:53.060 --> 0:37:56.129 this 11 lesser known menu items in a very time 0:37:56.239 --> 0:38:00.779 in cheek uh dating profiles. So the whole campaigns utilize 0:38:00.790 --> 0:38:04.840 a range of swipe and interactive formats to encourage uh 0:38:04.850 --> 0:38:07.850 consumers and fans to find and match in the single 0:38:07.985 --> 0:38:12.794 11. There's also in-store activate activation such as uh singles 0:38:12.804 --> 0:38:18.114 VIP area to drive awareness and bus and engagement of 0:38:18.125 --> 0:38:20.925 K L L which can uh reference to as well, 0:38:20.935 --> 0:38:25.104 which helps to build bit more brand conversations and share 0:38:25.114 --> 0:38:28.405 their love stories with the single 11 product throughout. I 0:38:28.415 --> 0:38:28.875 think 0:38:29.229 --> 0:38:32.159 the result is um I'll mention a bit about the 0:38:32.169 --> 0:38:36.000 result management for this campaign because it's a very single proposition, 0:38:36.010 --> 0:38:39.959 uh a single minded proposition, right? It's to rebuild and 0:38:39.989 --> 0:38:44.939 established brand affinity with Gen X and Gen Z. Sorry, 0:38:44.949 --> 0:38:48.020 Gen Y and J M Z. What we did is 0:38:48.030 --> 0:38:50.899 we looked at social engagement as a management, 0:38:51.149 --> 0:38:54.919 the buzz created throughout um and measuring the impact of 0:38:54.929 --> 0:38:57.540 e and paid media activities. So the result is a 0:38:57.550 --> 0:39:02.479 we overachieve on social engagement with the Nintendo audience and 0:39:02.489 --> 0:39:05.620 the social bar also boosted um through not just our 0:39:05.629 --> 0:39:09.679 own paid media effort, but also in publicity across um 0:39:10.489 --> 0:39:16.389 trade, as well as mass publication and, and where the 0:39:16.399 --> 0:39:20.290 increase and halo effect from sales performance just from the 0:39:20.300 --> 0:39:24.899 single 11 items we see as a secondary benefit. So 0:39:24.909 --> 0:39:28.389 that's something that um we can use to illustrate in 0:39:28.399 --> 0:39:33.209 terms of how branding actually kind of establish itself on 0:39:33.219 --> 0:39:36.448 its own, but have a short term spike on your 0:39:36.459 --> 0:39:39.580 performance as well. The other campaign is Singapore Airlines. 0:39:39.969 --> 0:39:40.620 So 0:39:41.570 --> 0:39:44.839 I believe this would have gotten quite a bit of 0:39:44.850 --> 0:39:47.590 um attention, at least from the views that we are 0:39:47.600 --> 0:39:52.260 seeing in the launch month. It, it accumulated close to 0:39:52.270 --> 0:39:56.699 43 million views, right? It has recently released uh it 0:39:56.709 --> 0:39:59.979 was released in January and it's titled Welcome to World Class. 0:39:59.989 --> 0:40:02.979 So the airline conducted in depth research to measure its 0:40:02.989 --> 0:40:06.639 global brand perception and we use that insight and finding 0:40:06.649 --> 0:40:08.159 to create a campaign that 0:40:08.780 --> 0:40:13.009 resonate with customers around the world. And um this campaign 0:40:13.020 --> 0:40:15.889 is done in collaboration with TB W A and phd 0:40:16.030 --> 0:40:19.509 that you can look for it on uh youtube research 0:40:19.520 --> 0:40:21.550 and you'll be able to pick it up. I'm gonna 0:40:21.560 --> 0:40:25.080 do a quick voiceover. It's a 1.5 minute video, but 0:40:25.090 --> 0:40:25.129 it 0:40:25.215 --> 0:40:28.104 it's very beautifully done video. So the brand campaign is 0:40:28.114 --> 0:40:31.834 presented through the eyes of the airline's cabin crew who 0:40:31.844 --> 0:40:36.324 to travel, her encounter of people, experience of different cultures 0:40:36.334 --> 0:40:40.283 and places around the world. The connection that the airline 0:40:40.294 --> 0:40:41.544 cabin crew bring 0:40:41.949 --> 0:40:45.610 to the as Singapore Airlines customer right along with their 0:40:45.620 --> 0:40:50.070 distinctive combination of empathy and confidence that is what enables 0:40:50.080 --> 0:40:53.629 Singapore Airlines to deliver its world class in flight service. 0:40:53.639 --> 0:40:57.949 I think this uplifting and emotive brand video like I mentioned, 0:40:57.959 --> 0:41:00.560 it saw a 43 million views in its long month. 0:41:00.800 --> 0:41:03.810 And within the first month, we see significant uplift in 0:41:03.820 --> 0:41:08.090 brand search volume. That's you know, people are actively seeking 0:41:08.100 --> 0:41:08.860 out your brand, 0:41:09.229 --> 0:41:13.139 there's very high conversion rate from this brand activities and 0:41:13.149 --> 0:41:20.129 finally to actual purchase transactions. Um Next slide, I in summary, 0:41:20.139 --> 0:41:23.280 just to bring home all together right now, I I 0:41:24.060 --> 0:41:29.350 I believe and that's where we I think as marketers 0:41:29.360 --> 0:41:33.270 and advertising agencies, right? It's about, you know, 0:41:34.580 --> 0:41:39.569 connecting with the consumer finding that brand opportunities and the 0:41:39.580 --> 0:41:43.360 right association and resonance with the brand with for the 0:41:43.370 --> 0:41:45.989 brand to connect with the consumer, make sure consumer is 0:41:46.000 --> 0:41:48.889 at heart of everything that we do, right? And brand 0:41:48.899 --> 0:41:51.020 needs to be clear about what they stand for then 0:41:51.030 --> 0:41:53.629 sell it as well, right? You know, brand needs to 0:41:53.639 --> 0:41:54.729 know what they stand 0:41:54.814 --> 0:41:59.044 for. Don't be everything to everyone, be clear about your position, 0:41:59.054 --> 0:42:01.625 be clear about what the what is the value that 0:42:01.635 --> 0:42:04.814 you can offer and make it your own and plan 0:42:04.824 --> 0:42:09.125 ahead of time, right? Um Branding is something that does 0:42:09.135 --> 0:42:11.935 need a bit of work. So a lot of the 0:42:11.945 --> 0:42:14.884 successful branding campaigns that we see takes 0:42:15.620 --> 0:42:19.429 sometimes months and years to develop, especially when it comes 0:42:19.439 --> 0:42:24.229 to master brand um having a effect, overall effect over 0:42:24.239 --> 0:42:30.589 portfolio of different product units or line extension. And when 0:42:30.600 --> 0:42:34.050 it comes to brand campaign, establish clear brand matrix because 0:42:34.060 --> 0:42:38.550 it's easy for someone within the organization to question, right, 0:42:38.560 --> 0:42:41.009 what is the impact of this brand campaign? Because they 0:42:41.020 --> 0:42:42.270 will be i 0:42:42.959 --> 0:42:46.790 it it is common for a lot of organizations who 0:42:46.800 --> 0:42:50.590 want to look at marketing result from sales, right? We 0:42:50.600 --> 0:42:53.889 need to deliver on today's success in order to build tomorrow. 0:42:53.959 --> 0:42:57.649 But I think it's also being clear about managing expectations 0:42:57.659 --> 0:43:03.260 and also establishing clear brand metrics and um established with that, right? 0:43:03.389 --> 0:43:06.620 A clear management plan that's aligned to brand grows, then 0:43:06.629 --> 0:43:09.199 that's where you are able to kind of justify and 0:43:09.209 --> 0:43:10.969 also protect that brand 0:43:11.929 --> 0:43:16.300 synergy and also the brand impact for the long term otherwise, no, 0:43:16.310 --> 0:43:21.239 there's a tendency for the organization to do very short term. Yes. No, 0:43:21.250 --> 0:43:24.439 it drives sales, it drive conversion, it drives bottom line, 0:43:24.580 --> 0:43:26.939 but it doesn't take the brand to the next level 0:43:26.949 --> 0:43:27.989 where it can do no more. 0:43:28.810 --> 0:43:32.260 Yeah, that's, that's a great group for a good brand. 0:43:32.270 --> 0:43:34.510 Uh you know, management practices. Uh You know, I I 0:43:34.520 --> 0:43:37.299 especially found what fascinating was, I mean, you look at 0:43:37.310 --> 0:43:40.080 Singapore Airlines, we all know what the travel industry went 0:43:40.090 --> 0:43:42.949 through over the last couple of years when they are 0:43:42.959 --> 0:43:45.649 during the time of as they are coming back, they 0:43:45.659 --> 0:43:49.590 chose to announce their entry with the brand campaign, right? 0:43:49.600 --> 0:43:51.409 I know they've done a lot of sales activation. They 0:43:51.419 --> 0:43:53.709 need time to fly with, with, with us, which 0:43:53.820 --> 0:43:57.169 they are very heavily oriented towards sales activation. But they 0:43:57.179 --> 0:44:01.169 chose to do a brand campaign during these times, right, of, 0:44:01.179 --> 0:44:03.530 you know, because they know that you have to make 0:44:03.540 --> 0:44:06.270 sure that your brand gets enough spotlight, your brand gets 0:44:06.280 --> 0:44:08.449 nurtured even if the times have been tough for the 0:44:08.459 --> 0:44:12.049 travel industry before that. And if you haven't seen this and, 0:44:12.060 --> 0:44:13.989 and Chloe mentioned you can go to youtube but please 0:44:14.000 --> 0:44:16.199 switch on the media go channel as well because the 0:44:16.209 --> 0:44:18.830 Singapore Airlines campaign is on all our channels too. 0:44:19.070 --> 0:44:22.159 So, all right, I'll move to something else. Technology. Uh I, 0:44:22.169 --> 0:44:24.560 I don't know, I, I can, I just uh add 0:44:25.159 --> 0:44:27.919 um I think, you know, some people are asking about 0:44:28.030 --> 0:44:31.300 SME S and things like that. Um And I mean, 0:44:31.310 --> 0:44:33.669 just for the record, we don't use uh 0:44:34.090 --> 0:44:38.639 a big brand agency. Uh no offense to the brand agencies. 0:44:38.649 --> 0:44:42.448 But uh you know, so uh I don't believe that 0:44:42.459 --> 0:44:46.020 uh the brand agencies yet they're good at overall branding 0:44:46.030 --> 0:44:49.109 or that we don't have big budgets for branding. And 0:44:49.469 --> 0:44:52.959 um the reason I do it myself is because I 0:44:52.969 --> 0:44:56.379 feel that I would know my brand better than anybody else. 0:44:56.699 --> 0:44:57.820 Um So 0:44:58.229 --> 0:45:01.590 the passion and I guess everybody here is, you know, 0:45:01.600 --> 0:45:04.239 why are you selling your item. Why are you in 0:45:04.250 --> 0:45:07.319 this business? Is your passion? And uh I wanted to 0:45:07.330 --> 0:45:09.580 add for the SME S, you know, like the, the 0:45:09.590 --> 0:45:12.969 asking ads. I mean, I really together with our, my, 0:45:12.979 --> 0:45:17.560 my scriptwriter, uh we come up with the ideas. Um the, 0:45:17.570 --> 0:45:22.439 the uh is actually my real life assistant. Uh So 0:45:22.449 --> 0:45:24.139 we are actually making the ads 0:45:24.229 --> 0:45:26.560 and then, you know, we produce it at uh one 0:45:26.570 --> 0:45:30.969 of our friend's home studios, uh not very expensive, reasonable price. 0:45:30.979 --> 0:45:33.759 So we, we kind of do it. Um But by 0:45:33.770 --> 0:45:37.939 doing that, we actually improvise on the creative while we're recording. 0:45:37.949 --> 0:45:39.959 If it doesn't sound funny, we change the line, you know, 0:45:39.969 --> 0:45:42.299 things like that, go to his flat and we just 0:45:42.659 --> 0:45:44.928 toggle around with it, you know, play that, that kind 0:45:44.939 --> 0:45:48.500 of thing. Um A lot of the content we make, 0:45:48.510 --> 0:45:50.620 we started making ourselves 0:45:50.919 --> 0:45:56.310 um we would get uh raw footage of the cars 0:45:56.320 --> 0:45:59.750 or like with our super ambassador, Ken doing raw footage or, 0:45:59.760 --> 0:46:02.860 or random stuff. And then we put in uh like, oh, 0:46:02.870 --> 0:46:05.550 so another thing that we came up with was uh 0:46:05.560 --> 0:46:08.669 uh my music producer, friend, he composed our Keeping You 0:46:08.679 --> 0:46:10.530 Safe song. So we actually have a song, keeping you 0:46:10.540 --> 0:46:13.629 safe and Ken sang that and then we kind of 0:46:13.639 --> 0:46:15.389 just have that as our jingle 0:46:15.790 --> 0:46:19.279 and the whole point is just keeping reminding people keeping 0:46:19.290 --> 0:46:21.259 you safe and so on. Uh I'm not sure if 0:46:21.270 --> 0:46:23.759 I put that in the video. But, um, 0:46:24.620 --> 0:46:28.149 and it's just like something that I just thought up that, 0:46:28.159 --> 0:46:30.850 you know, I, I, I don't have budget to license 0:46:30.860 --> 0:46:34.399 music so we just came out with something interesting, lively and, 0:46:34.409 --> 0:46:36.810 and the keyword so that the song is not very complicated. 0:46:36.820 --> 0:46:39.429 It's like a minute long, but it's just keeping you safe. 0:46:39.439 --> 0:46:41.139 I can't sing it properly. But, you know, and I 0:46:41.149 --> 0:46:43.370 don't think anyone wants to hear me sing it. So 0:46:43.689 --> 0:46:47.020 um that kind of thing and, you know, we kind 0:46:47.030 --> 0:46:50.669 of sell that as, as our key jingle. We kind 0:46:50.679 --> 0:46:51.030 of 0:46:51.370 --> 0:46:55.909 um the to, to, to us like our brands in 0:46:55.919 --> 0:46:58.919 uh overseas. We are considered a very small brand. I mean, 0:46:58.929 --> 0:47:01.760 I don't have the budget in Thailand like Toyota, they 0:47:01.770 --> 0:47:04.810 probably have 100 times my budget in Thailand. Uh There's 0:47:04.820 --> 0:47:07.750 no way I can out advertise them. So the only 0:47:07.760 --> 0:47:10.780 way I can do it is to be very creative 0:47:10.790 --> 0:47:14.500 in our ads to be very uh unusual in our ads. And, 0:47:14.510 --> 0:47:16.570 and uh you know, I, I mean, just for the 0:47:16.580 --> 0:47:19.600 record like uh a car TV commercial cost 0:47:19.810 --> 0:47:23.178 upwards of $1 million each time because it's very complex 0:47:23.189 --> 0:47:25.540 to move the cars and all that. So, but to me, 0:47:25.550 --> 0:47:28.750 I felt that like a digital application is really not 0:47:28.760 --> 0:47:32.779 that complicated. So we literally have a guy squatting inside 0:47:32.790 --> 0:47:34.799 the back seat of the car filming the insides and 0:47:34.810 --> 0:47:37.509 another guy following in another car filming that as the 0:47:37.520 --> 0:47:41.719 car is moving and uh not so uh expensive and 0:47:41.729 --> 0:47:43.399 then we kind of cut it, it may not be 0:47:43.409 --> 0:47:46.810 super professional, but to be honest because people are more 0:47:46.820 --> 0:47:48.139 interested and with the 0:47:48.500 --> 0:47:51.520 uh social media, a lot of people create their own content, 0:47:51.530 --> 0:47:55.479 tiktok has kind of made people like everyone's a content creator. 0:47:55.489 --> 0:47:59.090 So I think that what I can share is that 0:47:59.100 --> 0:48:01.830 don't be afraid to make your content, um don't be 0:48:01.840 --> 0:48:05.820 afraid to, you don't need production level uh like a 0:48:05.830 --> 0:48:09.469 high world class level kind of content. You just need 0:48:09.479 --> 0:48:11.050 uh content that 0:48:11.125 --> 0:48:15.125 resonates with the audience because everyone is used to homemade 0:48:15.135 --> 0:48:17.715 content now. And I think a lot of people pivoted 0:48:17.725 --> 0:48:19.654 to that during COVID, they were all stuck at home, 0:48:19.665 --> 0:48:23.034 everybody started making it, uh everybody's phones, you know, it's 0:48:23.044 --> 0:48:26.924 like uh production level, the iphones, the production level kind 0:48:26.935 --> 0:48:30.174 of video quality. So, you know, it's things that, you know, 0:48:30.185 --> 0:48:33.364 you can edit on Tik Tok, it's really quite straightforward. 0:48:33.375 --> 0:48:33.675 And 0:48:33.989 --> 0:48:37.379 um and I think it actually is more fun if 0:48:37.389 --> 0:48:40.489 you and your team actually work with it. Like my, 0:48:40.500 --> 0:48:43.860 my team, uh you know, uh we, we discuss creative 0:48:43.870 --> 0:48:46.779 stuff on our telegram chats every day. We we, we, 0:48:46.790 --> 0:48:49.319 you know, bounce crazy ideas and, and things like that 0:48:49.330 --> 0:48:51.939 and actually the best ideas come from with it 0:48:52.485 --> 0:48:54.935 and, and uh you know, I, I, I think some 0:48:54.945 --> 0:48:57.364 of the people are asking about uh for SME S 0:48:57.375 --> 0:48:59.834 and I think that within your team don't be afraid 0:48:59.844 --> 0:49:02.514 to try new ideas, you can post it on, on 0:49:02.524 --> 0:49:04.935 social media and, you know, see how that goes. And 0:49:04.945 --> 0:49:07.424 I think that kind of uh uh is a good 0:49:07.435 --> 0:49:11.554 start because the, the content that uh is best made 0:49:11.564 --> 0:49:13.794 is usually made by the people that work with the 0:49:13.804 --> 0:49:14.655 product directly. 0:49:14.969 --> 0:49:19.010 That's such an important myth you shattering here, Glenn, especially 0:49:19.020 --> 0:49:21.239 in these times, you know, we normally think of brand 0:49:21.250 --> 0:49:25.060 and performance marketing as two separate categories. In performance marketing, 0:49:25.070 --> 0:49:27.169 you can be scrappy, you can be raw. But in 0:49:27.179 --> 0:49:30.000 brand marketing, you have to be sleek and high class 0:49:30.010 --> 0:49:31.120 and production quality. 0:49:31.350 --> 0:49:34.620 What you're saying is not necessarily so you do not 0:49:34.629 --> 0:49:38.279 need a very high quality, high production house. But you know, 0:49:38.290 --> 0:49:41.030 it's just stories and as long as the stories resonate, 0:49:41.159 --> 0:49:44.239 people don't care whether it's raw, innovative social media has 0:49:44.250 --> 0:49:47.290 attuned us to seeing videos which is very scrappy and 0:49:47.300 --> 0:49:50.379 very raw and very just heartfelt, right? And that's what 0:49:50.389 --> 0:49:52.810 really matters. I think that's a very, very important point 0:49:52.820 --> 0:49:55.040 that you made and I want our audiences to take 0:49:55.050 --> 0:49:55.260 note of 0:49:55.333 --> 0:49:57.721 this. People think that if I have to do brand marketing, 0:49:57.732 --> 0:50:01.113 I have to have a huge production quality budget allocated 0:50:01.123 --> 0:50:03.863 for that. Maybe not all you need is a good 0:50:03.873 --> 0:50:06.683 story and great stories come from people who feel about 0:50:06.693 --> 0:50:09.082 the brand who feel about the product, uh great points. 0:50:09.093 --> 0:50:10.752 You know, I have a couple of other questions but 0:50:10.762 --> 0:50:12.863 I want to take the audience question and I found, 0:50:12.873 --> 0:50:15.971 uh so let me just change the, you know, uh the, the, 0:50:15.982 --> 0:50:19.241 the track a bit. One of the questions, is it 0:50:19.315 --> 0:50:22.775 a specific question for a specific industry? It's about customer loyalty, 0:50:22.885 --> 0:50:26.645 customer loyalty starts wavering during the times of economic crisis. Now, 0:50:26.656 --> 0:50:29.855 this individual has talked about, uh you know, he's talking 0:50:29.864 --> 0:50:35.185 about a mid-sized local apparel brand. Uh not a big brand, 0:50:35.196 --> 0:50:38.085 uh you know, e-commerce brand, but a mid-sized local apparel brand. 0:50:38.094 --> 0:50:41.785 How do you keep customers loyal during economic crisis? Any 0:50:41.795 --> 0:50:43.226 thoughts on this from either of you? 0:50:44.840 --> 0:50:47.489 Uh Yeah, so I mean, I'm just gonna chime in 0:50:47.500 --> 0:50:50.949 uh you know, keeping customers loyal is quite interesting, right? 0:50:50.959 --> 0:50:55.379 Um Customers these days again, they want to see what, what's, 0:50:55.389 --> 0:50:58.020 what's in it for me? What does my product, uh 0:50:58.040 --> 0:51:02.290 what value do I get from paying you? $50 for 0:51:02.300 --> 0:51:04.830 this item? What value do I get for paying $3 0:51:04.840 --> 0:51:05.669 for this item? 0:51:05.879 --> 0:51:09.569 So it's really about showing the customers how your product 0:51:09.580 --> 0:51:15.189 is different and how your product consistently uh can improve 0:51:15.199 --> 0:51:17.689 their lives. So I think that is the main thing 0:51:17.699 --> 0:51:20.529 I would buy a product to improve my life experience. 0:51:20.540 --> 0:51:23.109 So how do you keep that? 0:51:23.370 --> 0:51:26.639 And it's not about all this, my, I feel like 0:51:26.649 --> 0:51:29.840 the the badge of the brand is not important anymore. 0:51:29.850 --> 0:51:33.590 It's more about what can your brand or what can 0:51:33.600 --> 0:51:37.360 your product, uh, help for? Like, what does it do 0:51:37.370 --> 0:51:38.739 for me? What does it, 0:51:39.020 --> 0:51:42.709 uh, stand for? How does it improve my life? Why is, 0:51:42.790 --> 0:51:46.638 you know, why is your product, uh, when I buy it? 0:51:46.649 --> 0:51:48.590 What kind of satisfaction do I get from it? And 0:51:48.600 --> 0:51:51.649 how does it give me continued satisfaction? And that kind 0:51:51.659 --> 0:51:55.929 of keeps them coming back, um, for, uh, like, you know, 0:51:55.939 --> 0:51:59.830 even like in mcdonald's, you know, everybody loves their French fries, 0:51:59.840 --> 0:52:02.219 everybody loves the mcnuggets and people just keep coming back 0:52:02.229 --> 0:52:04.169 over and over again because it's a comfort food. 0:52:04.699 --> 0:52:07.029 Yeah. Yeah. Yeah. Yeah. So talk, talk in terms of 0:52:07.040 --> 0:52:09.120 the customer and not just about your brand features. I 0:52:09.129 --> 0:52:11.350 think it's an important one. You know, there's a question 0:52:11.360 --> 0:52:14.909 on technology uh about chat GP T and that was 0:52:14.919 --> 0:52:16.750 meant to be my next question as well. So why 0:52:16.760 --> 0:52:19.449 don't we combine an audience question with my question? What 0:52:19.459 --> 0:52:21.889 do you think of the technology? So four things metaverse 0:52:21.899 --> 0:52:25.149 N F T chat GP T uh what else, uh 0:52:25.159 --> 0:52:27.928 you know, artificial intelligence, all these A R A R 0:52:27.939 --> 0:52:28.570 V R, 0:52:28.989 --> 0:52:31.699 what you know, are these all buzzwords or is there 0:52:31.709 --> 0:52:34.879 any of these technologies that you feel particularly passionate about 0:52:35.189 --> 0:52:37.770 uh Glenn? Let's start with you and then we can, 0:52:37.780 --> 0:52:39.560 you know, we'll come to you after that. Well, so, 0:52:39.570 --> 0:52:41.780 I mean, um in terms of A R V R 0:52:41.790 --> 0:52:44.879 like in our case, we use V R to show 0:52:45.030 --> 0:52:48.899 uh car crashes. So we actually kind of uh that. 0:52:48.909 --> 0:52:51.120 So that was a bit complicated. But we used it 0:52:51.129 --> 0:52:53.919 because I there's no way for me to demonstrate what is, 0:52:53.929 --> 0:52:56.319 what happens in a crash. So we kind of use 0:52:56.330 --> 0:52:58.888 the V R technology with the Oculus headset to show 0:52:58.899 --> 0:52:59.540 people at road. 0:52:59.635 --> 0:53:02.185 So, so we will bring the car to malls and 0:53:02.195 --> 0:53:04.235 then show that and then, but you know, people say, 0:53:04.245 --> 0:53:05.714 oh your car crash, you know, in the old days 0:53:05.725 --> 0:53:07.283 you show a video of the car crashing, but people 0:53:07.294 --> 0:53:09.343 cannot feel it. So you kind of use the V 0:53:09.354 --> 0:53:12.004 R headset to show like, oh when in a crash, 0:53:12.014 --> 0:53:14.314 what happens? Because I cannot keep crashing a car, it's 0:53:14.324 --> 0:53:16.834 just not possible, right? So, uh we kind of use 0:53:16.844 --> 0:53:20.294 that to show what's what happens in a crash and 0:53:20.304 --> 0:53:23.375 how the car keeps you safe. And of course, you know, 0:53:23.385 --> 0:53:23.985 in terms of 0:53:24.080 --> 0:53:27.489 like uh chat GP T and things like that, um 0:53:27.500 --> 0:53:30.149 What's interesting is so far in our case, we work 0:53:30.159 --> 0:53:34.969 with uh uh uh kind of A I company recently, 0:53:34.979 --> 0:53:37.679 I just started working with them and we basically uh 0:53:37.689 --> 0:53:42.300 are working on how to answer the customers inquiries using 0:53:42.310 --> 0:53:45.580 A I uh 24 7 because so, you know, my 0:53:45.590 --> 0:53:48.000 team can answer the queries in a day, but sometimes 0:53:48.010 --> 0:53:48.429 at night, 0:53:48.695 --> 0:53:51.935 my car is broken down. People usually don't call, they're 0:53:51.945 --> 0:53:55.024 used to typing questions on the chat board. And so 0:53:55.034 --> 0:53:56.834 you kind of use that to say, oh, if your 0:53:56.844 --> 0:53:58.935 car has a problem, this is what you do with 0:53:58.945 --> 0:54:02.323 kind of standard answers because usually in an emergency situation, 0:54:02.334 --> 0:54:05.064 people are confused and, and they want an answer straight 0:54:05.074 --> 0:54:07.824 away or in the case of, you know, at night 0:54:07.834 --> 0:54:09.235 they're surfing and they want to know how much is 0:54:09.245 --> 0:54:10.995 this car. So we use A I to kind of 0:54:11.004 --> 0:54:12.895 answer that kind of question for them. 0:54:13.239 --> 0:54:15.860 Uh So I think that it's good for answering fa 0:54:15.870 --> 0:54:18.550 Q s that in the past people would search online for. But, 0:54:18.560 --> 0:54:20.330 you know, it's kind of the, 0:54:20.909 --> 0:54:24.159 if there's standard questions that you can answer, uh then 0:54:24.169 --> 0:54:26.500 A I will be good for that. But, and if 0:54:26.510 --> 0:54:28.479 they cannot, then it will be kind of escalated to 0:54:28.489 --> 0:54:31.219 a live person to call you back tomorrow morning, something 0:54:31.229 --> 0:54:33.610 like that. So I think that's how we use uh 0:54:33.620 --> 0:54:37.239 A I and uh V R technology uh in, in 0:54:37.250 --> 0:54:41.759 our case for, for at least for end consumers uh 0:54:41.770 --> 0:54:44.100 uh uh where we go business. Uh uh B to 0:54:44.110 --> 0:54:44.679 C Yeah, 0:54:45.129 --> 0:54:47.760 got it. Uh We just a note for the audience. 0:54:47.770 --> 0:54:49.159 I know we are over time but we are, we're 0:54:49.169 --> 0:54:51.790 extending it a little bit because the discussion is very engaging. 0:54:51.800 --> 0:54:54.560 So if you can stick with us for uh seven 0:54:54.570 --> 0:54:57.070 more minutes, that will be great. Uh We've got some 0:54:57.080 --> 0:54:59.659 interesting things. Coming up, uh you know, pretty soon Floy 0:54:59.669 --> 0:55:02.020 your take on technology. I know you have something interesting 0:55:02.030 --> 0:55:02.840 to share with us. 0:55:03.580 --> 0:55:06.370 Yeah, I, I think when you look at um, the 0:55:06.379 --> 0:55:12.199 current landscape, right? Be N F T Metaverse or G BT, when, 0:55:12.209 --> 0:55:14.149 when you talk about T G BT is largely around 0:55:14.159 --> 0:55:17.689 the A I, I think at one it's about bringing 0:55:17.699 --> 0:55:22.070 all together and make it meaningful um to your consumer 0:55:22.290 --> 0:55:25.649 in the space that is appropriate for the brand, right? 0:55:25.860 --> 0:55:27.669 I think if you look at A I, that's all 0:55:27.679 --> 0:55:30.510 the encompassing and you see a lot of functionality and 0:55:30.520 --> 0:55:34.100 application of it in the consumer life. But no, in 0:55:34.110 --> 0:55:37.259 terms of technology, there's always an opportunity to kind of 0:55:37.270 --> 0:55:38.428 merge it altogether. 0:55:38.830 --> 0:55:42.759 And um in fact, no, there's a strong synergy between 0:55:42.770 --> 0:55:46.259 the different technology advancement. It's not one over the other. 0:55:46.270 --> 0:55:51.879 Um I attended a few sessions around um technology for Asia, right? 0:55:51.889 --> 0:55:54.199 So we are going to see a big impact, not 0:55:54.209 --> 0:55:56.439 just in the metaverse France, but adoption of A I 0:55:56.449 --> 0:55:59.919 for business. Um There is this site for our audience 0:55:59.929 --> 0:56:00.419 who are keen 0:56:00.854 --> 0:56:03.534 uh and you do not want to write your own 0:56:03.544 --> 0:56:07.695 marketing brief anymore. You can go to uncreative dot A I, right? 0:56:07.705 --> 0:56:10.154 So basically you are able to put in keywords and 0:56:10.165 --> 0:56:13.114 you generate a marketing brief for your agency or for 0:56:13.125 --> 0:56:17.354 your team internally and it it's pretty good, I must say, right? 0:56:17.364 --> 0:56:21.995 And those are business application. In fact, this particular slide 0:56:22.554 --> 0:56:25.435 we have generated using A A I tag. 0:56:26.000 --> 0:56:33.739 So it's purely automated. So in no, the impact of 0:56:33.750 --> 0:56:37.879 metaverse N F T and A I no. And the 0:56:37.889 --> 0:56:39.969 problem comes this is the problem that we put in 0:56:39.979 --> 0:56:43.080 and what we get out this whole slide, including the 0:56:43.090 --> 0:56:45.530 image and all. In fact, there's more, in fact, it 0:56:45.540 --> 0:56:49.120 generated a six page document. But what we did is no, 0:56:49.129 --> 0:56:52.449 we took the closing summary and this is what you see, right? 0:56:52.459 --> 0:56:55.530 So that is very powerful application. But I think 0:56:55.830 --> 0:56:58.639 with any technology is about human 0:56:59.389 --> 0:57:02.389 understanding, the human connections and elements that you put it 0:57:02.399 --> 0:57:05.719 into to make it better because it's circular. I know 0:57:05.729 --> 0:57:10.479 machine learning comes from uh extensive data and human generate 0:57:10.489 --> 0:57:14.419 that experience in an exposure into those data to free 0:57:14.429 --> 0:57:18.500 a machine for further technology advancement. So I say no 0:57:18.510 --> 0:57:20.969 future of marketing human led 0:57:21.449 --> 0:57:25.219 A I empowered human led A I power. That's great. 0:57:25.229 --> 0:57:27.620 I mean, that's, that's, you know, that's scary and fascinating, right? 0:57:27.629 --> 0:57:29.530 I mean, it's scary that you told me the slide 0:57:29.540 --> 0:57:32.929 is no human intervention whatsoever, which means people who take 0:57:32.939 --> 0:57:34.929 a lot of pride in just creating a slide uh 0:57:34.939 --> 0:57:37.500 will say, oh my God, my job is being done 0:57:37.510 --> 0:57:40.340 by A I. But I think human imagination and this 0:57:40.350 --> 0:57:41.280 is where your earlier point, 0:57:41.504 --> 0:57:45.324 Glenn's earlier points about, you know, storytelling, human imagination, uh 0:57:45.334 --> 0:57:49.024 bringing out a passion in your in your messaging that 0:57:49.034 --> 0:57:51.564 is still need human beings, right? So it's a combination 0:57:51.574 --> 0:57:54.614 of both. I think that's a great one. So uh there, there, 0:57:54.625 --> 0:57:57.925 there's one question over here uh which I do wanna address, 0:57:57.935 --> 0:58:03.665 which is uh you know, by Marcus, he's asking digital activations. 0:58:03.675 --> 0:58:05.495 How do you go beyond C T R S when 0:58:05.504 --> 0:58:07.485 you look at a typical digital campaign, 0:58:07.679 --> 0:58:09.810 uh what's there beyond C T R s? How do 0:58:09.820 --> 0:58:12.590 you make sure that we get more deeper metrics than 0:58:12.600 --> 0:58:14.649 C T R? Any, any advice to Marcus? 0:58:15.840 --> 0:58:18.570 Um I mean, in, in our case, yeah, you know, just, 0:58:18.580 --> 0:58:21.199 just clicking through is not gonna help. So you have 0:58:21.209 --> 0:58:24.030 to look at the whole uh user experience, right? The 0:58:24.040 --> 0:58:27.860 whole user journey from when you see the ad to 0:58:27.870 --> 0:58:32.840 that they actually uh touch your product. So how do you, 0:58:32.850 --> 0:58:33.409 you know 0:58:33.729 --> 0:58:36.889 um link this whole thing up? So at the end 0:58:36.899 --> 0:58:39.659 of the day, what do you want the end consumer 0:58:39.669 --> 0:58:42.689 to do is to purchase your product, right? So whatever 0:58:42.699 --> 0:58:45.679 you do, you have to think through. So it's if 0:58:45.689 --> 0:58:47.919 you just have a brand campaign and then where does 0:58:47.929 --> 0:58:50.560 it go? W w at the end of the day, 0:58:50.570 --> 0:58:53.659 if I'm the consumer, where does the journey end? So 0:58:53.669 --> 0:58:56.729 the end point is where you actually start. So you 0:58:56.739 --> 0:58:58.409 don't start with, I want to do this for the brand, 0:58:58.419 --> 0:58:59.340 you start with, 0:59:00.010 --> 0:59:03.949 what do I want the end consumer to feel at 0:59:03.959 --> 0:59:05.639 the end of the day. And if I want him 0:59:05.649 --> 0:59:08.360 to feel him or her, to feel that I want 0:59:08.370 --> 0:59:11.820 to touch the product, I want him to feel the product, then, 0:59:11.830 --> 0:59:13.989 then your brain campaign starts the other way. So a 0:59:14.000 --> 0:59:15.429 lot of people start from the top, but actually you 0:59:15.439 --> 0:59:17.780 should start from the end result that you want. And 0:59:17.790 --> 0:59:18.739 I think um 0:59:19.100 --> 0:59:23.010 uh so, so brand events uh is very important to 0:59:23.020 --> 0:59:25.199 not just have branding, but at the end of the day, 0:59:25.209 --> 0:59:27.899 what do you want the consumer to feel? Uh uh 0:59:27.909 --> 0:59:30.459 at the end of the day, it should always be. 0:59:30.469 --> 0:59:32.070 What do you want the consumer to feel at the 0:59:32.080 --> 0:59:34.780 end of the day for your product? That's, that is 0:59:34.790 --> 0:59:37.370 very important. If not, there's no point in just doing 0:59:37.379 --> 0:59:40.239 a generic brand campaign. If they like mcdonald's won't do 0:59:40.250 --> 0:59:42.270 a brand campaign. No one comes and buys the french fries. 0:59:43.370 --> 0:59:46.120 Yeah, that's true. Yeah, IC T R is just one 0:59:46.129 --> 0:59:48.800 measure of a particular touch point, right? You have to, 0:59:48.810 --> 0:59:50.719 as you said, you have to have different touch points 0:59:50.729 --> 0:59:53.830 with the consumer and each touchpoint requires a different metric, 0:59:53.840 --> 0:59:57.620 a different uh measurement, one metric. Yeah. Not just one metric. 0:59:57.629 --> 0:59:59.389 I think that's a great fun. All right, I have 0:59:59.399 --> 1:00:00.659 a sum up slide and then I have a fun 1:00:00.669 --> 1:00:04.000 question for uh both of you. This is a slide, 1:00:04.010 --> 1:00:05.959 you know, I, you know, this is done by a 1:00:05.969 --> 1:00:06.840 two leading lum 1:00:06.992 --> 1:00:10.022 in this field of marketing, Bennett and field uh check 1:00:10.032 --> 1:00:12.312 them out. They are very famous for a rule called 1:00:12.322 --> 1:00:14.372 60 party rule. Now you may or may not agree 1:00:14.383 --> 1:00:16.643 with the 60 party rule. It says 60% of your 1:00:16.653 --> 1:00:19.202 budget is to be spent on brand marketing, 40% on 1:00:19.212 --> 1:00:21.623 performance marketing. I know there are caveats with it, but 1:00:21.633 --> 1:00:24.042 they are very famous for that rule. They, you know, 1:00:24.052 --> 1:00:26.863 for those of you who find it very difficult to 1:00:26.873 --> 1:00:30.093 actually argue it out with your CEO S with your 1:00:30.103 --> 1:00:30.492 management 1:00:30.595 --> 1:00:33.666 on how do you allocate money between brand and performance? 1:00:33.676 --> 1:00:35.825 This is a great one. What it shows is this 1:00:36.156 --> 1:00:38.825 sales uplift on the on the y axis, you have 1:00:38.835 --> 1:00:42.785 sales uplift on the on on on the x axis. 1:00:42.865 --> 1:00:46.305 You have time right now. If you look at the 1:00:46.315 --> 1:00:50.176 entire those spikes over there, those brown colored spikes, those 1:00:50.186 --> 1:00:54.145 are temporary sales uplift impact due to sales activation. 1:00:54.489 --> 1:00:56.820 Now those are very important. Of course, you need those spikes. 1:00:56.830 --> 1:00:59.770 But notice one thing, the spikes are staying at the 1:00:59.780 --> 1:01:03.000 sale same level every time you do a sales activation, 1:01:03.010 --> 1:01:06.570 only a sales activation, the overall demand does not go up. 1:01:06.580 --> 1:01:09.979 The overall demand goes up when you're doing brand and building, 1:01:09.989 --> 1:01:12.199 you know, the black or the dark brown line over there. 1:01:12.300 --> 1:01:14.550 So you need both. You do need day to day 1:01:14.560 --> 1:01:18.669 temporary spikes with sales activation. But your overall brand, the 1:01:18.679 --> 1:01:21.659 consumer base will grow only if you build 1:01:21.853 --> 1:01:24.802 a brand long term. And if you do long term planning, 1:01:24.812 --> 1:01:28.593 long term branding, your sales growth will grow as well. 1:01:28.702 --> 1:01:30.673 So both need and I think this is a great 1:01:30.683 --> 1:01:34.163 way of articulating what both our panelists have been talking about. 1:01:34.312 --> 1:01:37.732 Sales activations are good performance is great, but you have 1:01:37.742 --> 1:01:41.093 to do brand building, especially in times of economic volatility, 1:01:41.113 --> 1:01:43.782 you cannot ignore brand building. We saw some great examples. 1:01:43.792 --> 1:01:46.583 Glenn has some great examples of how he's combining heart 1:01:46.593 --> 1:01:49.123 brain and Wallet Croy showed us example of hosting 1:01:49.365 --> 1:01:52.145 airlines is actually starting with a big brand campaign in 1:01:52.156 --> 1:01:54.176 these times. So both are needed and I think is 1:01:54.186 --> 1:01:56.176 the great way to articulate that. So we are at 1:01:56.186 --> 1:01:58.446 the end of the time. Uh just one last question 1:01:58.456 --> 1:02:00.305 for both the audience. This is nothing to do with 1:02:00.315 --> 1:02:02.645 this particular topic. But we just love to end on 1:02:02.656 --> 1:02:06.085 a more personal note. Uh You know, what's the, you know, 1:02:06.095 --> 1:02:09.736 what's the one book or a movie or a TV 1:02:09.746 --> 1:02:11.865 series that has inspired you that you would like to 1:02:11.875 --> 1:02:15.145 share with this audience? So uh Glenn let me start 1:02:15.156 --> 1:02:16.486 with you and then Chloe will come to you. 1:02:16.879 --> 1:02:19.689 Uh Well, I mean, uh doesn't mean this is a 1:02:19.699 --> 1:02:22.129 media cop thing and I'm, I'm promoting a media cop show, 1:02:22.139 --> 1:02:25.000 but I actually like downstairs, the cartoon that you have 1:02:25.010 --> 1:02:28.209 on me watching it. So funny. And um the reason 1:02:28.219 --> 1:02:30.889 why I like it is because, you know, um each 1:02:30.899 --> 1:02:33.429 episode is only a couple of minutes long but, and it, 1:02:33.439 --> 1:02:37.169 this Mr This Dong never gives up and, you know, 1:02:37.270 --> 1:02:39.659 that's the kind of attitude we should all have that, 1:02:39.669 --> 1:02:41.879 you know, he was never afraid to reach the sky, 1:02:41.889 --> 1:02:42.629 never dare to, 1:02:42.945 --> 1:02:45.995 never afraid to dare to dream. And we should not 1:02:46.004 --> 1:02:48.215 be afraid to make fun of ourselves. And the situation 1:02:48.225 --> 1:02:50.955 we find ourselves in And I think, you know, Dong and, 1:02:50.965 --> 1:02:53.975 and the the downstairs characters, uh these are the very 1:02:53.985 --> 1:02:57.264 basic things that encompass, you know, if don, if downstairs 1:02:57.274 --> 1:02:59.915 was actually selling a product, it will be quite effective. And, 1:02:59.925 --> 1:03:03.264 and I actually quite, I really look forward to, to, 1:03:03.274 --> 1:03:05.014 to watching it all the time because I really think 1:03:05.024 --> 1:03:07.155 it's really funny and kind of tongue in cheek and, 1:03:07.165 --> 1:03:08.455 you know, books fun of like 1:03:08.689 --> 1:03:11.149 um social media, there's some episodes on there. So I 1:03:11.159 --> 1:03:14.399 think these are things that um and this actually is 1:03:14.500 --> 1:03:17.540 the attitude that you should have when you actually do marketing. 1:03:17.550 --> 1:03:19.379 So I think downstairs would be an ideal way to 1:03:19.389 --> 1:03:22.139 kind of for sme people who are tuning in. Um 1:03:22.149 --> 1:03:25.229 you know, as this is the the simplest best way to, 1:03:25.239 --> 1:03:26.919 you know, get uh audiences 1:03:27.429 --> 1:03:30.189 that, that that's a straight from your heart recommendation. Glenn 1:03:30.199 --> 1:03:32.550 just like radicalizing. Thank you for that. And for those 1:03:32.560 --> 1:03:34.419 of you who have not seen Downstairs, please go to me, 1:03:34.429 --> 1:03:37.139 watch it's there on me watch. It's, it's, it's really 1:03:37.149 --> 1:03:39.820 funny and it's really funny in a very original and 1:03:39.830 --> 1:03:43.000 a very earthy way. Uh Chloe. Uh What about you? 1:03:43.010 --> 1:03:43.919 What inspires you? 1:03:44.929 --> 1:03:48.780 I'm more of a reader. So, um you, you mentioned 1:03:48.790 --> 1:03:51.899 a book, right? So I think one that comes to 1:03:51.909 --> 1:03:55.939 my mind is Trillion dollar coach, um which codifies the 1:03:55.949 --> 1:03:59.100 coaching beliefs and principle, Bill Campbell, right? A business coach 1:03:59.110 --> 1:04:03.500 to trillion dollar businesses like Google and Apple. And why 1:04:03.510 --> 1:04:06.198 this book has a special meaning for me. 1:04:06.280 --> 1:04:09.449 For one is a gift from Mac uh co-founder and 1:04:09.459 --> 1:04:13.600 chief executive officer for Mill, um an inspiring and humble 1:04:13.610 --> 1:04:16.850 leader whom I personally respect. He sent me this book 1:04:16.860 --> 1:04:20.790 after our catch up during the pandemic um where we 1:04:20.800 --> 1:04:24.489 share about each other's struggle and growth in our leadership journey. 1:04:24.780 --> 1:04:27.489 And this book is special for me because a lot 1:04:27.500 --> 1:04:33.709 of the coaching beliefs and principle around people, teams trust 1:04:33.719 --> 1:04:37.850 and charity really resonate with me, right? My personal mantra 1:04:37.860 --> 1:04:40.570 is to be a better version of myself and as 1:04:40.580 --> 1:04:44.479 part of my growth journey, bring someone along. So echoing 1:04:44.489 --> 1:04:48.570 one of Bills can bells inspiring code when you are blessed, 1:04:48.610 --> 1:04:49.649 be a blessing. 1:04:50.590 --> 1:04:53.179 That's wonderful. It's a great book. Uh Chloe, I mean, 1:04:53.370 --> 1:04:55.449 Bill Campbell has been a coach to most of the 1:04:55.459 --> 1:04:58.080 Silicon Valley CEO S and I I written the name 1:04:58.090 --> 1:05:00.739 on the messaging of message over here. So please do 1:05:00.750 --> 1:05:03.379 look it up uh for all of you who are here? 1:05:03.409 --> 1:05:05.580 All right. Thank you very much. This has been an 1:05:05.590 --> 1:05:09.540 insightful engaging and for me a big learning session. Thank you, Glenn. 1:05:09.550 --> 1:05:12.189 Thank you Chloe. Thank you very much, everyone. Thanks for 1:05:12.199 --> 1:05:15.000 hanging out with us, see you again soon. Uh Stay 1:05:15.010 --> 1:05:16.379 safe and have a great time.