adtech-Chna中国数字营销峰会.docxVIP

DISRUPTION AND INNOVATION Friday, April 17th ? 5:10PM – 6:00PM KEYNOTE The Marketing and Advertising industries in China are going a significant moment of change and how brands respond is critical. There is a need for brands to look deeper at who they are and how they position themselves in the minds of their customers. On top of this technology is?accelerating?at a rate of change that is hard for brands to keep up with.  Technology?offers brands an?opportunity?to make these leaps and change the way consumers?experience?their brands. Disruption is and has been the strategic process at the heart of the growth of TBWA for the past 20 years.?It has helped birth great thinking for brands like Apple and Nissan globally. Today, more than ever, it is relevant for a rapidly changing China.? Brians speech focuses on the?necessity?for brands to adopt a Disruptive approach in how they behave in China.?Incremental?change is no longer an option. To grow brands need to make disruptive leaps forward. 颠覆与创新 4月16日 周四 5:10pm-6:00pm 主题演讲 中国的市场营销和广告行业正处于重要的转变时期，品牌的应对策略至关重要。品牌需要更深入地了解自己，更准确地定位在消费者心中的位置。与此同时，创新技术也正以品牌难以企及的速度飞快发展着。 创新科技让品牌有机会实现这些跨越，并改变消费者的品牌体验。 “颠覆”是指引TBWA在过去20年间持续发展的核心策略，在这个核心方法论的指引下诞生了苹果和尼桑等品牌的诸多伟大创意。今天，“颠覆”对于迅速变化中的中国尤为重要。 Brian Swords Managing Director TBWA/Shangha 董事总经理 TBWA/上海 Brian的演讲着重强调了品牌若想在中国实现发展，必须有“颠覆性”的策略。仅仅获取销售增长的时代已一去不复返，品牌的发展需要颠覆性的跨越。 Data-driven success: making rope out of thread Thursday, April 16th ? 11:35PM – 12:05PM Track 3: DATA ANALYTICS Marketers may insights from data to retain a competitive advantage. They face two primary challenges in the process. Firstly, they need to form a single view of customer by connecting fragmented data sources. Secondly, they want to gain a holistic view of customer by adding data variety. The first challenge is similar to make “string” from “thread”, while the second is to make “rope” out of “string”. Together with Johnson Johnson, Dr James Duan demonstrates, non-cookie data can help brands to improve custom