A  slices  of  cheese  deck  for  you  

GROWMATES

BORING

AMAZING

Hemant  Bakshi  President  Director  Unilever  Indonesia  

Companies  with  tradi7onally  strong  brands  have  to  transform  their  ways  to  engage  with  the  connected  

consumers  to  secure  their  share  of  the  future.  Building  brands  in  a  connected  world  requires  fundamental  shi@  in  business  philosophy  and  

prac7ces  that  goes  beyond  just  having  digital  in  the  marke7ng  mix.  

ADAPT OR DIE, GAME ON!

UNILEVER VALUE

Put  People  First   Unlock  The  Magic  Build  Brand  Love  

“HUMAN EMOTIONS REMAINS

UNCHANGED”

REFERENCE Dollar Shave Club The Khan Kajura Station Romeo Reboot

Provide  entertainment  for  all,  escpecially  for  low  class.  Telco  operator  content  based.    Website:  hHp://www.kankhajuratesan.com/  Video:  hHps://youtu.be/mdzFwDbk3ig    

User  generated  content,  to  create  movie  trailer.    Website:  hHp://www.kankhajuratesan.com/  Video:  hHps://youtu.be/mdzFwDbk3ig    

A  brand  new  men  grooming  and  razor.    Website:  hHps://dollarshaveclub.com/    Video:  hHps://youtu.be/ZUG9qYTJMsI    

There  is  always  a  ques7on  how  far  should  a  media  company  change  and  reinvent  themselves,  if  the  real  Adex  are  s7ll  on  the  side  of  conven7onal  media?  The  

ques7on  should  be,  ”What  about  if  we  don’t  ?"    

Sutanto  Hartono  COO  EMTEK  

CREATING THE FUTURE NOW

Many  things  have  changed  since  Jacek  Utko  first  shared  his  thought-­‐provoking  'Can  Good  Design  Save  

Newspapers'  case  at  the  APMF  2010.  He  is  back  now  with  a  fresh  perspec7ve  of  how  non-­‐conven7onal  thinking  is  

the  only  way  to  ensure  that  you  stay  in  the  game.  

Jacek  Utko  Media  Designer  &  Consultant  

CONTINUING LEGACY THROUGH DESIGN

Newspaper design is like music, has the up & down rhythm.

Combining an Intelligence Idea

With Specific Humor.

I want to make a poster not

newspaper. Not even magazine.

INFOGRAPHIC IS NOT DECORATION

Wishnutama  Co  Founder  NET  TV  

How  do  you  introduce  a  new  brand  in  a  category  conquered  tradi7onally  by  giants  and  under  threat  by  

mul7ple  op7ons  for  viewers  to  choose.  How  do  broadcasters  should  break  boundaries  and  tradi7onal  

measurements  to  engage  with  the  ever  elusive  viewers    

THE FUTURE OF TV IS NOT TV

Who Are Millennial?

Born Between 1980-2000

Grow Up Along Side Technology

Social Media Domination

Digital Savvy

CONTENT MEDIUM

ADV

DISTRIBUTION DEVICES VIEWER

TV  Radio  

Newspaper  

Transmission  Pay  TV  

Newspaper  Agent  

TRADITIONAL ECOSYSTEM

DIGITAL ECOSYSTEM

CONTENT MEDIUM DISTRIBUTION DEVICES VIEWER TV  

Radio  Newspaper  

Transmission  Pay  TV  

Newspaper  Agent  

INTERNET

BIG DATA

ADV

ITERATION  Doing  the  same  things  beHer  

INNOVATION  Doing  the  new  

things  

DISRUPTION  Doing  the  new  

things  that  create  new  possibility  

KODAK   NOKIA  BLACKBERRY  

UBER  AIRBNB  

SEE THE DIFFERENCE

WHAT NET TV DO TO SURVIVE

A  lot  of  people  have  been  trying  to  crack  this  since  they  get  into  the  industry.  You’re  probably  one  of  them.  A@er  much  

trials  and  errors,  whether  you’ve  finally  done  it  or  not,  chances  are  what  you  knew  is  no  longer  valid.  So  what’s  

next?    

Ken  Cheung  Head  of  Media  and  Entertainment  Partnership  Facebook  APAC  

CREATING THE NEXT BIG HITS THROUGH SOCIAL

“Virtual & Augmented Reality Will Be New Trend

For Brand.”

Reference:  hHps://youtu.be/A6aRkhlqWuE      

Currently  one  of  the  hoHest  and  most  in7mate  devices,  wearable  technology  has  gone  beyond  fitness  device  into  valuable  marke7ng  opportuni7es.  Wearable,  combined  

with  geo-­‐marke7ng,  loca7on-­‐based  services  and  beacons  this  technology/medium  enables  marketers  the  

opportunity  to  offer  relevant  products  or  offerings  at  the  right  place  and  7me.  Discover  how  wearable  technology  is  

used  by  brands  to  create  great  experience  for  users.    Himanshu  Shekhar  CEO  Mindshare  ASEAN  

THE INTERNET IN YOU

Crafting Program Drive Consumer Needs

Unlock New Experience Live Better Lives Understand Around You

Technology can be same, depends on human emotions.

How  would  marketer  and  agency  collaborate  in  the  future,  what  sort  of  impacjul  thinking  will  be  needed  for  an  agency  to  remain  relevant  in  the  very  near  future.  

 

Kentaro  Kimura  Co-­‐CEO  &  ECD  Hakuhodo  KeHle  

Morihiko  Hasebe  ECD  Hakuhodo  Japan  

Agency Model 2026

KENTARO HASEBE

TRADITIONAL ADVERTISING

   

Touch Point Crea7ve  Media  Social  Media  

New Sender User  generated  Viral  Marke7ng  

Source of Ideas Data  Driven  Technology  

Method Digital  Interac7ve  

Real  Time  Documenta7on  

Ac7va7on  

Purpose Social  Good  

Create  Shared  Value  Brand  Purpose  

New Form Branded  Content  

Strategic  PR  Branded  U7lity  

What happen in the next 10 years for agency?

EXPERTISE ORGANIZATION MISSION

Hybrid  experLse,  people  become  experts  in  the  future.  

 Agencies  need  to  think  outside  of  adver7sing  to  survive      crea7ve  

exper7se  is  more  powerful  when  used  as  a  hybrid  with  other  exper7se.  

United  ventures,  small  unit  in  one  company.  

 Agency  models  should  be  built  around  a  set  of  fast  paced  small  ventures  under  one  key  mission.  

Life  Design,  Change  social  infrastructure.  

 The  agency  mission  needs  to  be  focused  on  improving  people's  

lives.  

ADVERTISING

Architecture

Academy

Movie

Retail

Sports Tourism

Music

Education

Medical

The Prediction

Architecture

Psychology + Architecture Remm  Hotel  Japan  was  redesigned  by  Hakuhodo  with  combining  two  aspect,  architecture  and  psychology.  The  objec7ve  for  this  project  was  “Give  Guest  Have  High  Quality  Sleep”.  

Academy

Branding + Academy The  research  found  that  Hermit  Crab  are  professionally  seek  out  beHer  house  throughout  their  en7re  lives.  When  the  real  estate  company  want  to  branding,  they  think  Shell  We  Move.  

Link  Video:  hHps://youtu.be/U5XbdC4BNyQ      

Movie

Movie + Advertising When  you  see  Japan  movie,  pay  aHen7on  un7l  the  credit  7Hle  scene.  Many  agencies  in  Japan  already  work  with  movie  produc7on  as  an  investment  for  their  company.  

Retail

Culture + Retail They  build  a  beerhouse,  combine  with  a  bookstore.  Based  on  their  thinking,  drink  beer  makes  people  consump7ve.  So  when  people  order  more  beer,  they  will  buy  more  books.  

Sports

Data + Sport Many  agencies  have  a  lot  of  data,  play  with  data,  read  data,  etc.  So  they  combine  data  and  sport  as  an  advisory  business.  Like  the  did  in  Pocari  Cheer  TV.  

CHEER TV

Tourism

Content + Tourism When  crea7ve  people  handle  tourism,  must  be  authen7c.  They  create  a  fine  dining  that  promote  tourism  through  performance.      

Music

Digital + Music Reinven7on  the  music.  Digital  music  some7mes  relieve  the  goodness  of  buy  music  album.  We  never  read  the  lyrics  anymore.  That’s  why,  the  came  up  with  Lyrics  Speaker.    

Video:  hHps://youtu.be/n2HRZ5PggJ0     Website:  hHp://lyric-­‐speaker.com/    

Medical

Art + Medical They  think  that  adver7sing  people  is  an  expert,  maybe  more  than  a  doctor.  They  build  a  hospital  named  Hito,  means  human.  This  concept  is  mind  blowing,  really  beyond  than  our  thinking.  

H u m a n i t y I n t e r a c t i o n T r u s t O p e n n e s s

Education

Technology + Education When  you  think  about  educa7on,  you  will  think  freedom.  But,  how  about  disable  student?  This  idea  will  give  a  freedom  to  them,  give  opportunity  to  do  what  they  dream  about  it.  One  of  the  example  is  “Eye  Play  Piano”  

Video:  hHps://youtu.be/VHXx7XTPULE     Website:  hHp://eyeplaythepiano.com/en/    

FROM A GALAXY FAR FAR AWAY INSIGHT FROM STAR WARS MARKETING

we create Happiness through Magical Moments and Lifelong Memories

MOVIES

SOCIAL

*THREE KEY INSIGHT

Globe  Philiphine  (Star  Wars  Commercial)  hHps://youtu.be/7Adk-­‐KIv8CU    

Other References

•  Gro  Applica7on  •  HSBC  Nudge  Theory  •  North  Face  in  South  Korea  (VR  Campaign)  •  Prius  &  Parlee  •  Puma  Track  Time  Run  •  Intel  (snowboarding)  •  Intel  Music  Drone  •  Nejlix  Switch  +  Socks  

Download Others Materials

hPp://apmf.com/2016/pages/download    

#seringsharing

THANK YOU