August 18, 2016

IAB Training Series #9: “From Creative Excellence to Content Excellence - the blueprint to marketing success”


Why Attend

“Content is King, and Distribution is Queen” have been bandied around for some time now. Do they apply to today’s context? And what is excellent, compelling creative in the world of Content Marketing? IAB SG’s Content Committee will be hosting a holistic A to Z guide on how to get deeper connections and effective engagement with consumers with powerful, hard to ignore content.

This is a rare opportunity to hear from award winning brand stewards and content experts who deal with a data driven approach to content creativity and activation 24/7, and who can help you steer confidently through the facts vs the myth.

What You Will Learn

Update yourself on the evolving world of content development. learn how to draw actionable insights from the sea of data around you and use it to build effective Content calendars.

What’s more you will also learn about effective distribution tips and how to measure the ROI of your delivery.

Key takeaways 

  1. What is Content Marketing? 
  2. How do you create great content and tell a story? 
  3. Tools / platforms to distribute
  4. ROI

Registration starts at 12.30pm

1:00pm - Welcome and Introductions by IAB SG Content Committee

  • Susannah Llewellyn, Business Agency Leader, Singapore, Google and IAB SG Co-Chair of Content Committee
  • Phil Townend, Managing Director, Unruly & IAB SG Co-Chair of Content Committee


1:10pm - What is Content Marketing?
What is Content Marketing and how you can harness the power of any type of created content whose main purpose is beyond product information to create an emotional reaction in an audience by watching, playing, interacting and listening.

  • Mikael Christenson, Head of Content +, Mindshare Asia Pacific


1:30pm - How to use Data Insights and Story Telling to build an always on Content strategy?
From data to insights, learn how to develop a good content strategy framework through understanding your target audience behaviour - the how, why and what consumption of content and learn the tools to gather content insights and craft a blueprint for effective action for your business.

  • Susannah Llewellyn, Business Agency Leader, Singapore, Google and IAB SG Co-Chair of Content Committee 
  • Rika Sharma, General Manager & Regional Digital Director, Social@Ogilvy


2:00pm - Creating compelling hero content to create deeper engagement and ongoing consumer connections
Listen to case studies on how to create great content that stands out and learn the tools needed to build a strong content calendar from the different types of content available - paid, owned and earned content


  • Phil Townend, Managing Director, Unruly & IAB SG Co-Chair of Content Committee


  • Harish Argawal, Vice President, Corporate and Marketing Communications, Prudential Singapore


2:40pm - Networking Break


3:00pm - Designing the Distribution Roadmap for Content Delivery
With so much content out there, creating great content is really only half the battle. Getting your content read and discovered by the right people at the right time is becoming just as, if not more important. There are so many channels out there that it’s important to understand what works and resonates with your customers. This step-by-step guide will help you sharpen your efforts in hitting your right audience for actionable results.


  • Chris Mockford, Regional Director, SEA & India Operations, Outbrain
  • Uttam Chopra, Director of Product Management, Brand Experiences, Yahoo


  • To be announced


3:30pm - The Bottom Line: Is Content worth it, and how can you be sure?
Creating good content and distributing it correctly, but not measuring results, is a common mistake by content marketers. We will go over how to get the most out of your efforts, decide what to measure and how, and keep goals aligned to your clients’ overall business objectives.

  • Richard Heath, Executive Director, Head of Millward Brown Singapore


Breakout Groups

4:00pm - Has your definition of content marketing changed and how would you apply the learnings to a live brief?

High energy breakout groups facilitated by industry experts for you to share and ask the burning questions that have been nagging at you. Benefit from the sharing and debate amongst your peers and seek affirmative solutions to your issues.


4:45pm - Wrap up & Close: What you can do differently tomorrow to improve your Content Delivery for Impact and Performance?  

  • Phil Townend, Managing Director, Unruly & IAB SG Co-Chair of Content Committee
  • Susannah Llewellyn, Business Agency Leader, Google Singapore & IAB SG Co-Chair of Content Committee


5:00pm till late - Post event Networking Session  

  • IAB Singapore


To register for the training please click here.

Please click here for more details



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