The Reception


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MarTech tips

The latest in the uncomfortable breakfast series in 2017 was held at the Infiniti Lab – a workshop where Infiniti helps encourage start-ups who are changing the world. A suitable place to discuss a topic that is changing the marketing world at an ever-quickening pace – MarTech and the automation of marketing. The panel for the morning consisted of Ravel Lai, regional digital & IT director for Pizza Hut & KFC, Giovanna Melfi MD at Metamorphosis with a luxury fashion background and Joyce Pondrano, chief client success officer from CLiX whose previous experience was client side in banking and finance. Three compelling speakers from three very different categories but who are all affected by how technology is drastically changing the marketing landscape. There were a lot of learnings to take away from the panel discussion and the group sessions afterward but below I’ve highlighted the key insights that resonated with many people on the day:

CMOs cracking Asia

Seventy-five storeys above ground at 1 Altitude overlooking the Lion City, lunch was served amongst discussions on how brands can navigate the complex marketing landscape amidst both the threats and opportunities offered by technology. The Marketing Power Hour, co-hosted by R3 and The Marketing Society, sought to explore how these drastic changes are impacting the role of CMOs who are increasingly focusing on Asia. What’s the key to cracking Asia? Asia is the world’s largest market and is home to one in every two people on earth. Yet, winning in the complex markets of this region is not easy. Some of the most significant challenges marketers face, as shared by CMOs interviewed and surveyed for Asia CMO book include:

Life well spent

Put down the knitting, the book and the broom It’s time for a holiday Life is a cabaret, old chum So come to the cabaret I’ve always loved the film Cabaret. I’m grinning and singing along as a female drag queen covered in tattoos belts out the title track while straddling two members of the audience, turning them into a makeshift motor buggy. It’s Thursday night in London, I’m sober, I’m seeing something I’ve never seen before, and I’m laughing my arse off. The previous week I spontaneously attended a book launch. Next week I might check out a science lecture I found out about on an events app, or some experimental fringe theatre someone gave me a flyer for. I used to feel guilty every time I spent money I’d earned on things I enjoyed, but now, in a time of lingering austerity and mounting alternative facts, I’m starting to revel in it. Like the 1920s Berlin of Cabaret, my city feels unstable and unpredictable in 2017.

Buy me a Mercedes-Benz?

I’m going to begin with a statement that to some people will be almost sacrilegious. I do not associate this song with Janis Joplin. In fact, I don’t associate this song with any artist. I associate this song with Mercedes-Benz adverts. In my defense, the first time I heard this song I was about 9 or 10 years old. Even back then in the mid-90s, I doubt many 10 years olds would have known who Janis Joplin was. However, many 10 year olds would have been watching TV and would have started singing a song because of adverts like this one. (Actually the ad I specifically remember was much more American and involved a silhouetted Merc driving off into an orange sunset at the end – if anyone can find that version of it I’d be delighted to see it again!)

The future of food

New omnivores Consumers are rethinking their relationship with meat, eating less of it and familiarizing themselves with other options—more than 60% of millennials consume meat alternatives, according to a study by 210 Analytics. The Herbivorous Butcher, whose permanent store is currently under construction in Minneapolis, sells “a wide variety of plant-based meats and cheeses,” thereby dispensing with veggie-centric messaging. Amid these cultural shifts, a startup called Impossible Foods hopes to upend the meat industry with a product that CEO and founder Pat Brown calls a “shock and awe” plant-based burger indistinguishable in taste from real beef. Currently in beta testing and expected to reach the market in 2016, the product is made from proteins and nutrients extracted from greens, seeds and grains, recomposed to replicate the flavor and texture of beef—patties even “bleed” like meat.

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