IAB Training Series: Creativity, Culture & Commerce - Leverage your assets wisely to drive meaningful consumer engagement Banner Image

IAB Training Series: Creativity, Culture & Commerce - Leverage your assets wisely to drive meaningful consumer engagement

Tuesday, Sep 10, 2019, 08:30 am - 12:00 pm

10 Marina Boulevard, LinkedIn Asia-Pacific HQ Singapore, Level 34, Singapore, Marina Boulevard, Singapore, , Singapore





With more apps, more websites, more marketplaces, more devices, there are more channels to reach consumers.

But how do you prevent simply getting tuned out? Is it art or is it (neuro) science?

It’s more important than ever to grab attention and make the path to purchase as easy (and fast) as possible to even be considered for repeat business, let alone build a loyal relationship.

In this half-day training, we take a look at how data and creativity can be combined together in meaningful and, most importantly, impactful ways. We’ll hear from brands, superapps, and even get an academic perspective on using data and behavioural science to understand consumers better than ever.



Registration begins at 8.30am.


9:00am to 9:05am - Welcome and Introductions

  • Laura Greally, Regional Vice President, Education and Industry Initiatives, IAB SEA+India


9:05am to 9:35am - Keynote: Think you know creativity? Think again

In this opening keynote, we will explore the relationship between data and creativity, what brands are looking for, and how well data and creativity are being leveraged across the region. 


  • Joakim Borgström, Chief Creative Officer, BBH Singapore


9:35am to 10:15am - Panel: Is data killing creativity?

Are efficiency and effectiveness mutually exclusive? What about data and creativity? This panel will delve into how creativity can be used to enable effectiveness in a world with ever-increasing emphasis on cost-efficiency, and how data can be combined with creativity to give brands better ways to connect with their audiences.

Moderator: Justin Peyton, Chief Transformation and Strategy Officer APAC, Wunderman


  • Sabine Dicarme, Marketing Manager Southeast Asia & ANZ, Netflix
  • Phil Townend, Chief Commercial Officer APAC, Unruly
  • May Seow, Creative Strategy Lead, Creative Shop, Facebook



10:15am to 10:45am - Keynote: The science behind why we do, and why it matters to marketing

Marketing is about understanding your customers. But how much do we really know about what drives their behaviour? Advances in human science are shedding new light on consumer behaviour, and advances in data and technology mean these findings can be applied and tested at speed to help achieve marketing objectives.


  • Gemma Calvert, Professor of Marketing at Nanyang Business School, NTU, Director for Research & Development at Institute on Asian Consumer Insight.


10:45am to 11:00am - Coffee Break 


11:00am to 11:30am - Keynote: The data and the science behind superapps 

Is there a science behind creating a superapp, and how do you develop a user experience that keeps users engaged? What makes Southeast Asia such a strong region for them? We’ll hear all about it from superapp Carousell, as they share their journey to becoming one of the apps you can’t live without in Southeast Asia.


  • JJ Eastwood, Managing Director, Advertising, Carousell


11:30am to 12.00pm - Keynote: Using data to activate the full user journey 

How can brands make the most effective use of data and creativity to provide the optimal user experience? How do brands think smarter when it comes to driving engagement strategies? In this keynote we will learn from leading brands as they explain their experiences with using data and creative to aid users on their sales journey.


  • Alin Dobrea, Head of Brand Partnerships, Zalora