LEARN FROM THE BEST IN THE INDUSTRY

Redefine your ROI with those who redefined theirs.

THE MAN BEHIND THE CREATIVES BEHIND THE METALS

Lionel Carreon

Global Director, Creative Recruiting R/GA

Return on Identity

Lionel has over 22 years of experience in the advertising industry. He started his career at Goodby, Silverstein & Partners in San Francisco, spending 8 years at the agency working his way up from intern to copywriter. In 2006, he made the switch from the creative department to recruiting and oversaw creative recruiting at AKQA San Francisco and Deutsch Los Angeles. He is currently Global Director, Creative Recruiting at R/GA and has held this post since 2013.

Driving marketing optimization and business results across a multitude of industries

Amit Chaubey

Marketing Science Lead, Global Accounts, Facebook APAC

Return on Interest

Amit has over 15 years of experience in job roles involving the utilisation of insights to drive business outcomes and maximise ROI for advertisers. With that in-depth experience, Amit primarily drives marketing optimization across a diverse set of industries including e-commerce, on-demand services, CPG and travel, to name a few.

Amit graduated with a Post-Graduate Diploma in Communications from Mudra Institute of Communication, Ahmedabad, after attaining his Bachelor in Engineering.

the client behind the viral hit Kwentong Jollibee

Francis Flores

Jollibee Global Brand CMO and PH Marketing Head,
Jollibee Foods Corporation

Return on Intuition

Francis E. Flores has been with Jollibee Foods Corporation (JFC) for over ten years, holding various leadership positions across multiple brands. In 2015 he assumed the role of Global Brand Chief Marketing Officer for Jollibee and concurrent Marketing Head for Jollibee Philippines. In a little over two years, he has strengthened the market leadership of the brand and has led Jollibee’s digital marketing transformation. Among his most recent noteworthy work under Jollibee Philippines is the Jollisavers 14/29 campaign, a series of online videos which to date has garnered a total of over ten million views and counting, and the Perfect Pairs campaign which has amassed 18 million views. These two have resulted in establishing the brand as the Digital Engagement leader in the QSR industry. He also led the highly successful Kwentong Jollibee Valentine’s series which garnered headlines both locally and internationally and cemented Jollibee’s position as one of the thought leaders in digital marketing.

Before taking on his current role at Jollibee, Francis served as the President of Dunkin Donuts China and Head of International Operations for San Pin Wang, Yonghe King and Hong Zhuang Yuan in China, as well as Pho24, Highlands Coffee and Jollibee in Vietnam from 2013 to 2015, successfully driving the development and strong growth of these businesses. He was the General Manager and President of Greenwich Pizza & Pasta for two years from 2011 to 2013, where he transformed the brand to become the Philippines’ #1 favorite pizza brand through innovative and award-winning campaigns. He previously held the position of Group Head of Marketing of Chowking and Greenwich from 2010 to 2011. Francis started his career in JFC as Marketing Director for Greenwich in 2007, where he led the turnaround of the brand, highlighted by campaigns such as Level-Up and the memorable Sobrang Cheesy, which not only won Gold in the 2009 Advertising Congress Araw Awards, but was also ingrained in the country’s Pop culture.

He started out his professional career with Unilever, where he assumed various management roles in 10 years with the company. He capped off his productive stint with Unilever as Regional Brand Director for Axe Asia, overseeing brand development across all countries in Asia. During his time with Unilever, he launched numerous successful campaigns, each time exceeding targets that was instrumental in growing the business.

He was one of ten awardees of Mega Pinoy Pride in 2015 – given to Global Pinoy game-changers in various fields whose achievements have placed the country in the Global map. In 2010 he was also a Young Market Master Awardee (YMMA) for Marketing Management – a citation given to the ten most outstanding Marketing and Sales professionals below 35 years old.

Francis graduated Cum Laude at the University of the Philippines Diliman with a degree in Business Administration.

THE WOMAN BRINGING DIVERSITY TO MALE-DOMINATED FIELDS

Mara Binudin Lecocq

Founder, Secret Code New York

Return on Inclusion

Mara is a creative director who has worked for agencies like AKQA and 72andSunny in New York, Tribal DDB in Toronto, and BETC in Paris, with brands like Nike, Starbucks, Evian, and Verizon. Mara was born and raised in Poblacion when it was not cool at all, by a Filipino father from Zamboanga and a French mother from Paris.

Mara is a Cannes Lions “See It, Be It” alumni, has been named one of the “Next Creative Leaders” by the One Show and the 3% Conference, one of Mashable’s “Rising Stars in Advertising,” and has recently embarked on an entrepreneurial adventure to bring diversity to male-dominated industries. Being one of the rare female leaders in advertising and technology, she decided to impact girls in their formative years by creating Secret Code—a customizable children’s book that stars your girl as a tech hero. Mara won a grant from Sophia Amoruso’s Girlboss Foundation, has signed with William Morris/WME, and now has a publishing deal with the book coming out in traditional bookstores nationwide.

Fun fact: Her father was also an advertising creative director in Manila in the 90s. Mara has grown up not wanting to follow his path because, quoting her 8-year- old self, “I don’t want to have a job where I’m in meetings all day.” Well, not all wishes come true but Mara is proud of her journey, and is on a mission to inspire the next generation of diverse leaders to shape the future.

A HERO WITH THE POWER OF DATA

Girish Menon

Vice President, Client Development,[m]PLATFORM APAC

Return on Impact

Girish Menon is in his 25 th year with WPP, having worked with the group in Chennai, Bangalore, Ho Chi Minh City, Kuala Lumpur, and now Singapore. With a degree in Electronics Engineering and an MBA in Marketing, Girish was drawn to the advertising industry, sensing that it represented the ultimate meeting point of art and science. Given GroupM’s size, he has been fortunate to work with advertisers spanning virtually all categories over the years. In his current role, he is working to make [m]PLATFORM technology relevant and accessible to GroupM’s portfolio of clients in APAC.

Girish writes about films and books on his blog www.chronophlogiston.wordpress.com, and has also self-published two short stories on Figment. Girish loves traveling, especially looking out for UNESCO World Heritage sites in the countries that he visits.

She's Ogilvy Asia's leading lady

Katryna Mojica

Chief Executive Officer, Ogilvy & Mather Group HK

Return on Initiative

Katryna joined Ogilvy & Mather in the Philippines in 1996, and has held country leadership positions since 2006. She has driven the network’s expansion in Vietnam and Indonesia, and was appointed Chief Executive Officer of Ogilvy & Mather Hong Kong in 2017.

During her term in Vietnam, Ogilvy grew from 30 to 160 people, became the leading agency in the country, and was ranked as one of the top 10 creative offices in the Ogilvy Asia-Pacific network. In Indonesia, the agency (founded in 1972) doubled its value in four years, won its first Cannes Lions, and was crowned the 2016 Creative Agency of the Year by Campaign Asia.

For more than 20 years she has worked with global and local brands including P&G, Unilever, Coca-Cola, Nestle, Indosat and Vietnam Airlines. Her track record in navigating a wide range of cultural, business, and government challenges has seen her work recognised by the marketing industry – including an IPA awarded campaign which ultimately influenced government legislation in Vietnam. A recipient of Brand Leadership Awards from the World Brand Congress in 2010 and 2016, Katryna was also named as one of Campaign Asia’s “Women to Watch” in 2012.

He Got half a billion men in India to share the load

Josy Paul

Chairman-Chief Creative Officer, BBDO India

Return on Inspiration

Josy started BBDO India from the backseat of his car in 2008. Along with his partner Ajai Jhala, they pioneered the idea of brand movements with the belief that India needs more ‘acts not ads’. Thus began their highly recognized work for P&G Gillette ‘Women Against Lazy Stubble’ which won the inaugral gold for effectiveness at Cannes in 2011.

In 2015, Josy and his team won the inaugural Glass Lion Grand Prix at Cannes – for Whisper ‘Touch The Pickle’. They also won the Glass Lion Gold for Ariel ‘Share The load’ in 2015 and 2016. And the effectiveness Lion Gold in 2017. They went on to win the prestigious White Pencil at the D&AD Social Impact awards in 2016. Also the Yellow Pencil at D&AD awards in 2017. Josy and his team have won several Grand Prix at AdFest, Spikes Asia, and APAC Effies and at Indian award shows.

Before BBDO India, Josy set up the challenger agency 'David' in India (as a part of Ogilvy and WPP.) David is now a worldwide agency.

In 2016, Josy was named Creative Agency Head of The Year by the IAA (Indian Advertising Association). Campaign Magazine awarded him 'Creative Person of the Year for India and South Asia' in 2012, 2015 and 2016. He is ranked among the 10 most influential people in Indian advertising by The Economic Times.

Josy Paul was born during an earthquake and has a permanent tremor. He lives by the mantra, "Think like the navy, deliver like the pirates."

The Genius Behind Google Home of the Whopper

Anselmo Ramos

Co-Founder and Chief Creative Officer, DAVID Miami

Return on Ideas

Anselmo Ramos is the Co-Founder and Chief Creative Officer of DAVID, a global creative agency with offices in Buenos Aires, São Paulo, and Miami. As the head of DAVID's U.S. flagship in Miami, Anselmo is the creative leader behind Burger King's famous "Proud Whopper" campaign, as well as other successful brand campaigns, including DAVID's first-ever Super Bowl spot, "Wiener Stampede" for Heinz, and Heinz's "Pass The Heinz" campaign, an idea DAVID brought to life from the hit television series Mad Men. Under his leadership, DAVID also recently won two prestigious Grand Prix awards for Burger King's "Burning Stores" and "Google Home of the Whopper" campaigns at the Cannes Lions Festival in 2017.

Anselmo got his start in advertising at 24 years old after he moved away from his home in Brazil to work for Y&R Lisbon, Madrid and Miami, and Lowe New York. During his time abroad, Anselmo won multiple prestigious awards from Cannes, The One Show, CLIOs and D&AD, among many others. In 2007, he returned to Brazil to become Chief Creative Officer of Ogilvy Brazil, the agency responsible for Dove's "Real Beauty Sketches," which won the first Titanium Grand Prix Award at Cannes for Latin America. Ogilvy Brazil was also named Cannes Agency of The Year in 2013, the first Ogilvy office to ever win this award. To date, Anselmo's work has won over 195 Cannes Lions, including 30 from 2017 alone. He has been awarded several illustrious industry accolades, including DAVID Miami being named on Ad Age's 2017 Agency A-List Standouts and on Creativity Innovators List, as well as on Adweek's coveted "Breakthrough Agency Of The Year." He's also been featured on Adweek's Creative 100 List, which highlights the industry\'s most vital leaders in tech, media and marketing.

David Webb

Senior Director, Data & Insights, Turner Asia Pacific

Return on Intelligence

David Webb is Senior DirectorofData and Insights at Turner Asia Pacific.

Based in Hong Kong, Mr. Webb delivers research, insight and strategy for Turner’s Kids and Entertainment brands in Asia Pacific. This remit includes Cartoon Network, Boomerang, Warner TV, truTV and Oh!K–across TV, digital and consumer products.

He works closely with the content, brand, and commercial teams to assist with on-going network strategy development, delivering relevant tools and commissioning appropriate studies to service business needs. As part of this, hemanagesTurner’s acclaimed New Generations research – one of the largest sets of studies of lifestyles and opinions of kidsand families in Asia Pacific – and other bespoke, in-house initiatives.

Prior to joining Turner, Mr. Webb worked at The Nielsen Company in a number of roles based in Hong Kong, Singapore and Bangkok. As VP/MD of Advertiser Solutions APAC, he spearheaded the integration its solutions across media and advertiser business areas, and was a member of the regional media and analytics leadership teams.

Mr. Webbalso spent seven and a half years in London with Turner’s CNN International. As Worldwide Director of Digital Research – Sales & Corporate, Mr. Webb was responsible for creating a comprehensive syndicated and custom digital research portfolio for the Asia Pacific and EMEA regions.He’s also experienced at cross-platform audience measurement.

SPEAKERS

Lionel Carreon
Amit Chaubey
Francis Flores
Mara Binudin Lecocq
Girish Menon
Katryna Mojica
Josy Paul
Anselmo Ramos
David Webb
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