The Inside Track - 95 percent - Corporate Culture Consultancy & Training

The Inside Track

The International Advertising Association (IAA) is bringing back The The Inside Track. Designed to be an oasis of inspiration, each half day session takes you on a short trip into the mind of masters so that you can return to work refreshed, rejuvenated and inspired.

This time round The Inside Track tackles the challenges that brands are now facing as they roll out their digital strategies. Are Big Ideas still relevant or does technology drive the content? Which is more important, a strong brand message or an experience that keeps the target audience engaged?

Although each talk stands on its own, they are even more powerful taken as a whole, as each talk builds on the last to give you a cohesive picture of how to balance the brand’s messaging while fullling the audience’s needs for engaging and useful content.

Are Big Ideas Big Enough for Digital?

Is the Big Idea still relevant in the age of Digital? By right, they should be big enough to be expressed and experienced in all mediums. However, they sometimes get lost in translation when the digital team comes on board. In this seminar, you’ll hear how top CDs and ECDs from both ATL and Digital backgrounds deal with this when they inspire their teams (and themselves) to generate ideas.

Featuring
Je Orr, former ECD of TBWA Group
Nina Mohamad, former CD of Dentsu Utama
Chow Kok Keong, ECD of Dentsu Utama
VJ Anand, CD of Creative Juice

Duration :	1 Day
Time:	2pm – 5pm
Who should attend :	Account Management, Creatives, Social Media Managers, Brand Managers with between 2-6 years of experience in Creative, Media, PR, Digital agencies and Brand Owners.

Rethinking Digital Strategy

When ATL, BTL and digital campaigns are handled by dierent agencies, the digital strategy is sometimes treated as a separate spin-o that focusses on ad hoc analytics and KPIs instead of being an integral part of the overall brand experience.
In this session, our experts address how brands can integrate the role of digital into the brand strategy to give their customers a seamless experience across all platforms.

Featuring
Amit Sutha, Proximity Malaysia
Jason Voon, VLT

Duration : 1 Day

Time: 2pm – 5pm

Who should attend : Account Management, Creatives, Social Media Managers, Brand Managers with between 2-6 years of experience in Creative, Media, PR, Digital agencies and Brand Owners.

Digital copywriting : How to hook them & keep them

A different approach is required when you write for digital media. You need to take a step back and clear your preconceptions. Understand the difference dynamics of writing for the digital, know who you’re talking to, where and when are you talking to them and how to talk to them to keep them interested.
In this halfday workshop with Nina Mohammed, just roll up your sleeves and be ready to have some fun with writing.

Featuring
A “360º communications” specialist, Nina brings over two decades of industry experience to the party. As creative director, Nina not only led award-winning creative teams but was also involved with the strategic planning and ideation, as well as conducting training sessions.

Duration : 1 Day

Time: 2pm – 5pm

Who should attend : Copywriters and Social Media Managers of all levels of experience

Branded Content Innovations

Now that social media has changed the game, brands are hard pressed to create high volumes of high quality content at lightning speed. There is constant conflict between content that people love and content that reflects the brand message.
Listen to the experts share how they approach branded content and what are the new guidelines that direct their ideas.

Featuring
Jason Voon, VLT
Randolph Tan, Publicis
Anirban Ganguly & Ezra Foo, Havas

Strategic Content Curation

To keep up with the demands of today’s audience, content curation can be one way of supplementing the creation of original content. Beyond just aggregating information, content curation is a delicate balance of providing information that people desire, while curating the information such that the brand establishes itself as a thought leader on its chosen topic of curation. Our speakers will share different approaches on how they tackle the challenges of content curation.

Featuring
Chin Weng Keong, Saatchi & Saatchi Arachnid
Izwan Ismail, VLT
Chris Wee, Says.com
Anirban Ganguly & Ezra Foo, Havas

Introducing the International Advertising Association (IAA)
The IAA is the world’s only globally-focused integrated advertising trade association comprising the most influential and inspirational marketing, advertising and media professionals. Headquartered in New York, the IAA has a network of over 4,000 Members with 56 Chapters across 76 Countries.

Founded in 1938, the IAA remains committed to its original goals of setting and maintaining advertising and marketing standards by providing the industry with a leading platform for sharing knowledge on industry issues, best practices and insights in a rapidly changing business environment.

The Malaysian chapter of the IAA was established more than two decades ago to support the industry through events that stimulate dialogue across the industry and supporting professional development through education and training for the marketing communications industry. The current ExCo of the Malaysian chapter is committed towards this goal, by re-igniting the IAA into an organisation recognised for driving a tangible difference for the young communications professional through Networking & Education.