MMAF Singapore 2013: Brands Share ‘How to’ on Mobile

MMAF 2013 Singapore included representation from companies like BMW Group, Coca-Cola, McDonald’s, Renren, Unilever, WPP and YouTube.

Aug 24, 2013 01:08 IST India Infoline News Service

Some of the world’s largest brands, agencies and publishers gathered to discuss the future of the industry at the Mobile Marketing Association Forum Singapore (MMAF) from the 22-23 August 2013. This year’s Forum was held at the Pan Pacific Hotel in Singapore, bringing together 250 delegates and speakers from across the region and the world, to make connections and discuss the future of mobile, in line with the event’s theme of ‘Deconstructing Mobile.’

MMAF 2013 Singapore included representation from companies like BMW Group, Coca-Cola, McDonald’s, Renren, Unilever, WPP and YouTube.

Commenting, Rohit Dadwal, Managing Director, Mobile Marketing Association, Asia Pacific, said: “MMAF 2013 Singapore has been a great success, providing a much-needed platform for the delegates and speakers to share their knowledge and insights into what mobile means for brands today. With mobile being the fastest growing component of overall marketing spends, this is an exciting time for the mobile marketing industry. From the discussions over the last two days, and the research released during the event showing that Singapore mobile ad spend alone hovers around USD 17 million, it is clear that mobile is now being seen as a priority platform for marketers. The power and prominence of mobile is not to be ignored.”

Highlights from the event included Daniel Lee, Director of Digital at McDonald’s APMEA explaining the brand’s ‘Now Wow Tao’ philosophy, describing how mobile can be used to “bridge the digital and physical worlds to create stronger customer engagement,” which has been key to McDonald’s success in Asia.

Sean Rach, Regional Director of Brand & Corporate Affairs at Prudential Corporation Asia, reminded the audience to “innovate to accumulate” – encouraging brands unfamiliar with the power of mobile to “take a chance on mobile.” This sentiment was echoed by Dick van Motman, Chairman and CEO of Dentsu Network/Asia, who talked about mobile as the essential “centre-piece” of the overall marketing mix. This also formed part of a panel discussion moderated by Barney Loehnis, Head of Digital Asia Pacific for Ogilvy and Mather which explored how in the last few years, consumers have caused great disruption in the way they access content, communicate and interact.

Other highlights included a very visual presentation from Flipboard Vice President Eric Alexander, who talked through the company’s innovative approach to advertising, which he explained is based on providing something “visually appealing which gives something to the customer” through a combination of beauty and intelligent design aligned with changing consumer behaviours.

The event also saw the release of a trio of insightful industry reports, including a survey conducted by Warc for the MMA in partnership with The Festival of Media Asia 2014, which shows that while brands are still struggling to develop formal mobile strategies (66%), an encouraging 90 per cent predict that budgets will increase in the next year, with a third (34%) predicting an increase of up to 75 per cent. This was echoed by a study conducted by MMA, powered by Digital Market Asia, which predicted 25-35 per cent growth in mobile ad spend in Singapore in 2014, expected to rise from around USD 15.5 -17 million in 2013 to in the region of 25 million in 2014. In addition, results of a study developed by Global Mobile Ad Network, in conjunction with the MMA, revealed the demographic profile of the average mobile internet user in South East Asia, as “educated, young working professionals with high spending power.”

This year’s event concluded with a prestigious awards ceremony for the inaugural SMARTIES™ APAC 2013, recognising innovation, creativity and leadership in mobile marketing from across the region.

Winners came from across a broad range of industry segments in APAC, including FMCG, retail, automobile, ready-to-drink beverages, telecommunications, and quick-service restaurants, amongst others. Out of the wide range of countries represented in the awards, India came out on top with the highest number of winning entries, followed by China, Australia, and Singapore.

The 2013 SMARTIES™ APAC Awards Winners:
Award Category Gold Silver Bronze
Brand Awareness netCORE Solutions Pvt. Ltd. Profero Shanghai/ PHD Shanghai Madhouse Inc.
Lead Generation / Direct Response / Conversion Bascule Inc. Mobext
Product/ Service Launch Soap Creative Starcom MediaVest Group
Promotion Soap Creative MEC India/ Yahoo!7
Relationship Building/ CRM PHD India The Gravitas Group Bascule Inc./ Comwerks
Cross Media Integration Soap Creative Isobar China/ Starcom MediaVest Group PHD India
Mobile Website Mindshare Bascule Inc. The Gravitas Group
Messaging Maxus India Mindshare Fulcrum GroupM/ PHD India
Video/ Rich Media Vdopia Inc. Mindshare India/ MediaCOM
Location Based MEC India Green Tomato Ltd. Mindshare
Innovation InMobi
Mobile App Green Tomato Ltd. Soap Creative PHD
Cross Mobile Integration Airwave
In-App Advertising – Gaming or Other Mindshare Mindshare India
mCommerce Comwerks Mobext
Publisher / Media Company of the Year in Mobile Special Recognitions - Millennial Media and
Enabling Technology Company of the Year in Mobile Cherrypicks
Agency of the Year in Mobile Soap Creative
Best in Show Coca-Cola: Share a Coke and a Song
Agency Network of the Year in Mobile Mindshare Asia-Pacific
Marketer of the Year in Mobile Unilever

Commenting on the 2013 SMARTIES™ APAC Awards Winners, Rohit added, “I would like to congratulate all the award winners who put forward a very strong range of entries, demonstrating the exceptionally high standard of mobile marketing talent, innovation, and creativity we have in Asia-Pacific. I would also like to give thanks to the delegates, partners and sponsors for their participation in MMAF 2013 Singapore.”

The Mobile Marketing Association Forum Singapore 2013 was proudly sponsored by, Gemalto, Goldsun Focus Media, Mobilewalla, Out There Media, Madhouse Inc., OpenMarket, Opera Mediaworks, AdJapon, Millennial Media, Videology, SingTel Advertising, Ripple and supported by Singapore Exhibition & Convention Bureau, Singapore Infocomm Technology Federation and Social Media Matters.

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