Millions of impressions. Outstanding viewability. Beautiful creative. But did anyone actually notice?

Most campaigns are still judged on what is easy to count. An ad can be served, be viewable, hit every KPI in the report, and still go unseen by the person it was made for. At the same time, pressure on CPMs keeps pushing budgets toward cheaper reach, and the link between media investment and business outcomes gets harder to prove.

The industry knows this. The real question is what to do about it.

This session brings together Tim Castle, Elsa Trang, and Johnny Ng with senior marketers from the Hong Kong community.

We start with something a little different. No slides, no keynote. Tim and Elsa invite you into a story that unfolds live in the room, behind the scenes of a luxury campaign that looked perfect on paper. What happens next, we’ll keep for the evening.

Then, an honest, no-jargon panel on media effectiveness. How do brands judge success today? Which metrics do we still rely on, and why? What are we still getting wrong? And what needs to change in 2027?

We close with a real campaign and a fresh look at what attention reveals about media and creative effectiveness.

Fewer slides. Better conversations. Drinks included.