SECRETS FROM THE

DRAGON MASTERS!

30 September, 2015 (12 noon - 7pm)The Auditorium, Sime Darby Convention Centre, Jalan Bukit Kiara, Kuala Lumpur

HRDF CLAIMABLE

Debopriyo Bhattacherjee

Havas Worldwide, Kuala Lumpur

Azam Jalal KhanDigitz

Pakistan

Aneil Deepak DDB Mudra

India

Tarun DhawanRiverorchid

Vietnam

Faraz Khan Maxus

Malaysia

Mehdi Lamloum Geometry Global

Malaysia

Yoga Adhitrisna Berakar Komunikasi

Indonesia

Jo Zaccaria MandoSydney

Milan Agnihotri Leo Burnett/Arc

Worldwide

Jimmy Lim PHD Media Malaysia

FEATURED SPEAKERS & PANELISTS:

MasterClass and Awards Ceremony of the best Marketing Communications Campaigns of the year!

Together with specially selected Finalists in this year’s Dragon Awards and a panel of Industry specialists, you will experience first hand, secrets in the development, execution

and presentation of some of Asia’s best Marketing Communications campaigns.

REAL WORK. REAL RESULTS!

Mike Da Silva, CEO of MDSA Promotion Marketing, Sydney, is a recipient of Awards for the International Promotion Marketer of the Year, USA, Global Marketing Hall of Fame & Life Achievement from the Australian Promotion Marketing Industry!

DRAGONS OF MALAYSIA 2015 FINALISTS!7-Eleven

AirAsia

Alpha245

APD

Burger King

Carat Malaysia

Celcom Axiata

Cheil Malaysia

Coca-Cola

Dentsu Malaysia

Ezypay

FCB Kuala Lumpur

Frogasia

Geometry Global Malaysia

Golden Arches Restaurants

Guinness Anchor

Havas Worldwide Kuala Lumpur

HTC

iconnect360

IKEA

Isobar Malaysia

Leo Burnett/Arc Worldwide

Lost Animal Souls Shelter Society

Lowe Malaysia

Malaysian Dogs Deserve Better

Maxis Communications

Maxus Malaysia

Maybank

Mondelez Malaysia

Nestlé

OMD Malaysia

Orion Social Media

Permanis Sandilands

Pfizer Malaysia

PHD Media

Prodigee Media

Reckitt Benckiser

Samsung Malaysia Electronics

Spin Communications

Telekom Malaysia

Tesco Malaysia

The Hot Shoe Show & Company

Total Oil

Trapper Interactive Network

Unilever Malaysia

United Nations Children's Fund

Universal McCann

URC Snack Foods

Watsons

White Café

Youku Tudou

12.00 noon: REGISTRATION & LIGHT BUFFET

1pm. 2015 Dragons Learnings: From the Front Lines!

by Mike Da Silva

Director PMAA Dragons of Asia

Marketing Communications Awards

Director of the MAA GLOBES

1.15pm PANEL DISCUSSION

What it takes to become a Dragon Master!

• Aneil Deepak, Head of Ideas - DDB Mudra Group, India

• Azam Jalal Khan, CEO - Digitz, Pakistan

• Tarun Dhawan, Managing Director - Riverorchid. Vietnam.

• Mehdi Lamloum, Executive Creative Director - Geometry

Global Malaysia

MODERATOR: Mike Da Silva

1.45pm BREAK

MARKETING COMMUNICATIONS CASE STUDIES: BEST PRACTICES!

2.00pm Ad Cloud Campaign

Debopriyo Bhattacherjee - Strategic Planning Director,

Havas Worldwide Kuala Lumpur

2.20pm BookBook Campaign

Jimmy Lim - General Manager, PHD Malaysia

2.40pm Ong Mali 2015 Campaign

Faraz Khan - Business Director, Maxus Malaysia

3.00pm Jokowi’s Impromptu Walkabout Campaign

Yoga Adhitrisna - Executive Creative Director,

Berakar Komunikasi, Indonesia

3.20pm Tab S Campaign

Milan Aghinotri - Chief Catalyst - Creative Strategy and

Innovations, Leo Burnett/Arc Worldwide

3.40pm Health Cha Shree Ganesh Campaign

Aneil Deepak - Executive Director and Head of Ideas,

DDB Mudra, India

4.00pm The True Fans Campaign

Mehdi Lamloun - Executive Creative Director,

Geometry Global Malaysia

4.20pm Fixed Fee Promotions: A new marketing discipline for Asia!

Jo Zaccaria - Head of Asia Pacific,

Mando Asia Pacific, Sydney

4.45pm BREAK

5.30pm DRAGONS 2015 AWARDS GRAND CEREMONY:

- 2015 Dragons of Malaysia

- 2015 Dragons of Asia

- 2015 Young Dragons of Asia

7pm CELEBRATION & LIGHT BUFFET/DRINKS

WINNING PRESENTATIONS

Agency: Havas Worldwide Kuala LumpurClient: Total Oil Campaign: Ad Cloud

Havas Worldwide needed to spark top of mind awareness and relevance for Total Quartz 9000 in an online communication campaign, working with a low budget and a very cluttered and digital marketplace where considerable levels of advertising is ‘unnoticed’.The Agency will explain how they created the world’s first ‘Ad Cloud’ and spoke with their core audiences when they were expected least to be spoken to, increasing the brand’s CTR’s and page traffic.

2.00pm - 2.20pm

2.40pm - 3.00pm

Agency: Maxus MalaysiaClient: Tesco MalaysiaCampaign: Ong Mali 2015

In the world of hypermarkets, Chinese New Year is the first retail activity of the year and therefore vital in setting the sales platform for the coming months. Early this year, the impending GST introduction and the increased of groceries, created an air of uncertainty as customers were feeling the pinch. To add to the task for the Agency, Chinese New Year is also the most cluttered season for all retailers, hoping for a slice of the consumer’s pockets. The Agency will show how they created the biggest contest in Malaysia, which generated the highest sales in Tesco’s CNY sales history.

Agency: PHD MediaClient: IKEACampaign: BookBook

The BookBook campaign truly re-ignited the excitement for the IKEA Book as well as for the brand itself. PHD Media will show how the Campaign drove conversions on the IKEA website and became one of the most talked about product launch around the world, in recent times.

The campaign made a mockery of technology and how new products are introduced into the marketplace and the always-challenging consumer desire to ‘have the latest and greatest’.

The Agency will also show how tactile can still be a great experience. Humour is a challenging approach to advertising, but if it is executed successfully the result can be very effective.

2.20pm - 2.40pm

All 2015 Dragon Finalists will be proudly displayed at venue!

WINNING PRESENTATIONS

3.00pm - 3.20pm

Agency: Berakar Komunikasi. IndonesiaClient: Jokowimania (Jo-Man)Campaign: Jokowi’s Impromptu Walkabout

The 2014 Indonesian Presidential election was a turning point in Indonesia’s history. Jokowi, a clean politician and a new hope, gained early high electability status.

Most Indonesians never openly disclose their personal political stances, tending to state themselves as being neutral, regardless personal belief. However, a month before the election, Indonesians were flooded with smear campaigns, significantly decreasing Jokowi’s popularity.

Berakar Komunikasi will share how the ‘Jokowi’s Impromptu Walkabout’ campaign revived people’s confidence in supporting a potential President and has been hailed as the first Indonesian election campaign that enabled the voice of the people to be heard.

3.20pm - 3.40pm

Agency: Leo Burnett/Arc Worldwide Client: Samsung Malaysia ElectronicsCampaign: Tab S

The Malaysian tablet category, dominated by giants Samsung and Apple, was increasingly facing tougher competitive conditions, with customers increasingly questioning the premium they were paying for these brands, when seemingly similar configurations and benefits were being offered for a much lower price.

The challenge for Leo Burnett and Arc Worldwide was to showcase the ‘Samsung Galaxy Tab S’ superior viewing experience to skeptical, jaded consumers, challenging them to truly understand the difference between more affordable competitors, in an engaging social experiment – an innovative approach in this category.

This Presentation will show how the ‘Samsung Galaxy Tab S’ campaign led to a successful launch in a very highly competitive market place.

The Sime Darby Convention Centre once again plays host to this year’s event!

WINNING PRESENTATIONS

Agency: DDB Mudra India Client: Zydus Wellness. (Nutralite table spread) Campaign: Health Cha Shree Ganesh

In India, where religion is sacrosanct, during the annual Ganesh Chaturthi Festival, for the market number 2 Nutralite brand, DDB Mudra India undertook an extra-ordinary risk, turning a paunchy Lord Ganesha God into a very fit idol, with six-pack abs !

Fixed Fee Promotions. A new marketing discipline for Asia by Jo Zaccaria. Mando Asia Pacific, Sydney

‘Fixed Fee’ is a way to effectively manage variable costs associated with promotional campaigns which involve high value Prizes, cash backs & free gifts, completely eradicating dangers of over redemptions or budget issues.

Mando, part of the WPP family have been prominent in the Sales Promotion industry for 40 years, working for some of the globe’s biggest brands and Agencies. Mando’s ‘Fixed Fee’ service takes on risks associated with Promotions, paying for each valid claim, reward and or gift, against a fixed agreed cost, paid at the start of the Promotion.

Mando has opened in Sydney Australia to serve the APAC region. They are a Partner in the 2015 Dragons of Asia Programme.

3.40pm - 4.00pm

4.20pm - 4.45pm

Agency: Geometry Global MalaysiaClient: Lost Animal Souls Shelter SocietyCampaign: The True Fans

Lost Animal Souls Shelter Charity (LASS), depended on Facebook in Malaysia to help find homes for lost dogs and cats.

However, from a high of more than 25% fans, early in 2014, the organic reach of Facebook had declined to less than 5% which directly affected LASS’ ability to reach out to current and potential pet owners who were Facebook fans. Fans who were crucial to finding pets a new home.

In every adversity lies the seed of an opportunity. Geometry Global Malaysia harnessed free Facebook tools and invited the fans of LASS with a simple move which reversed the declining organic reach of LASS posts to increase the average reach of any post by a huge percentage.

The Agency will show how they empowered fans to become an even more important part of the community, so that they feel personally responsible for the goals of LASS. Its ‘true fans’.

4.00pm - 4.20pm

date

30 SEPT 2015

The AuditoriumSime Darby Convention CentreJalan Bukit Kiara, Kuala Lumpur

Z E I T G E I S TORGANISER:

CHEQUES MADE PAYABLE TO: Sledgehammer Communications (M) Sdn Bhd 22B Jalan Tun Mohd Fuad 1,Taman Tun Dr Ismail, 60000 Kuala Lumpur, Malaysia

ENQUIRIES (Ruby)T: +603 7726 2588F: +603 7722 5712E: ruby@ham.com.my

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Participants Details

Registration & Payment• Full payment is required upon registration.• Registrations without full payment will be treated as provisional and will not be guaranteed a place.• Payment can be made via a crossed cheque payable to “Sledgehammer Communications (M) Sdn Bhd ” at least 7 days before event date.

CancellationNO CANCELLATION is allowed but a replacement delegate can be sent.

Sledgehammer Communications (M) Sdn Bhd reserves the right to change or cancel the programme due to unforeseen circumstances.

Registration Form

SPONSOR:

SECRETS FROM THE

DRAGON MASTERS!

30 September, 2015 (12 noon - 7pm)The Auditorium, Sime Darby Convention Centre, Jalan Bukit Kiara, Kuala Lumpur

HRDF CLAIMABLE

Debopriyo Bhattacherjee

Havas Worldwide, Kuala Lumpur

Azam Jalal KhanDigitz

Pakistan

Aneil Deepak DDB Mudra

India

Tarun DhawanRiverorchid

Vietnam

Faraz Khan Maxus

Malaysia

Mehdi Lamloum Geometry Global

Malaysia

Yoga Adhitrisna Berakar Komunikasi

Indonesia

Jo Zaccaria MandoSydney

Milan Agnihotri Leo Burnett/Arc

Worldwide

Jimmy Lim PHD Media Malaysia

FEATURED SPEAKERS & PANELISTS:

MasterClass and Awards Ceremony of the best Marketing Communications Campaigns of the year!

Together with specially selected Finalists in this year’s Dragon Awards and a panel of Industry specialists, you will experience first hand, secrets in the development, execution

and presentation of some of Asia’s best Marketing Communications campaigns.

Dragons MasterClass & Awards Ceremony Awards Ceremony

Dragons MasterClass (1.00pm) & Awards Ceremony (5.30pm) @RM400 + 6% GST (HRDF-Claimable)

Awards Ceremony (5.30pm)@RM200 + 6% GST

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