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Day 1


08.30 Registration & Morning Coffee  
09.00 Chairman’s Welcome & Ice Breaking Session  
Douglas White, CEO, PRDA
09.30 ‘Owning’ to ‘Experiencing’: How the Asian Luxury Market is Changing


  • Examine new and upcoming trends in the Asian luxury markets

  • Analyse the shift in luxury consumers’ spending preference

  • Consumer insights across geographies: Greater China, Japan, Korea, Southeast Asia

  • Consumer insights across demographics: Gen X vs. Gen Y

  • Potential of India as an emerging luxury market

  • Rise of the affluent millennial: Influencing purpose, prestige and the new luxury

Julien Gaubert-Molina, Managing Director Hong Kong & Business Development Director Greater China, SAME SAME but different



10.20 Morning Refreshments & Networking Break  
10.50 Maintaining Brand Exclusivity while Embracing the Ubiquity of Digital


  • Key considerations behind embarking on digital platforms

  • How to balance between being aspirational and accessible?

  • How to ensure that digital platforms will not dilute brand prestige?

  • How to mitigate risks over the loss of control over digital?

  • Discuss potential pitfalls to avoid on digital channels

Paul Hicks,


Vivienne Gan, Vice President, Global Public Relations, Langham Hospitality Group
Benoit Lavaud, Group Digital Director, Bluebell Group
Vicky Pester,
Head of Commercial, Lightfoot Travel

Steve Edo, CEO/Founder, Pure Entertainment Group



11.40 Beyond Glossy Print Advertisements: How Marriott Creates Meaningful Content to Speak to Consumers’ Hearts


  • Determine the types of content that appeal to your audience

  • How to craft compelling stories based on brand heritage and culture?

  • How Marriott manages content across owned vs. paid vs. earned media

  • How to translate existing brand narratives to different content formats?

  • Leveraging on visual social networks to evoke aspirational emotions

  • How to differentiate content from competitors’ to strengthen brand equity?

Tony Chow, Creative & Content Marketing Director, APAC, Marriott International



12.30 Lunch & Networking Break  
14.00 How Sephora Utilises Data to Personalise & Customise Experiences to Drive Brand Loyalty


  • Data as the key to personalisation and customisation

  • How does Sephora listen to and anticipate consumers’ needs and wants?

  • How does Sephora drive brand loyalty through tailored experiences?

  • How to leverage on digital channels to create intimacy in VIP relationships? Does email marketing still work?

  • How to integrate CRM activities globally to appeal to globetrotting luxury spenders?

Chris Walls, Head of CRM, Sephora Digital



14.50 Embracing Mobile & eCommerce to Capture Luxury Spenders: Case Study from Online Marketplace LUXSENS


  • Examine the mobile and eCommerce landscape in Asia and the rise of the “see-now-buy-now” phenomenon

  • Analyse the online spending habits of luxury consumers

  • How to create an attractive online presence to appeal to luxury buyers?

  • How to ensure that online presence does not conflict with offline experience?

Kenny Au, Co-founder and CEO, LUXSENS



15.40 Afternoon Refreshments & Networking Break  


16.10 Live Streaming, Augmented Reality, Artificial Intelligence: Emerging Technologies as the Future of Luxury Experiences?


  • Examine the types of technologies and opportunities available

  • What are the new technologies suitable for my industry? Is the market ready for them?

  • How to ensure that the technologies are aligned to my brand?

  • How to integrate these platforms into existing channels?

  • What are the investment costs required? How do I justify ROI?

  • How to convince management to buy in? How to get started?

Paul Hicks,


Eric Leong,
Vice President – Brand Marketing & Communications, Dream Cruises

Lilian Lee, Partner & Head of Digital Innovation, Reuter Communications

Greg Crandall, Director of Brand Engagement, Pico Group

17.00 Chairman’s Insights & Analysis of the Day’s Proceedings  
17.10 End of Day One  



Day 2


WORKSHOP AGENDA: Sustaining Brand Loyalty with Effective CRM Strategies

9am 5pm (Morning, afternoon refreshments & lunch will be served at appropriate intervals)


Session 1: Brand Loyalty in Luxury Consumers

• Does brand loyalty exist among luxury consumers?
• What drives loyalty in luxury spenders?
• How to build brand equity with increasing competition from emerging brands?


Session 2: Developing a CRM Framework

• Step-by-step guidelines to design a robust CRM strategy
   - Key considerations, applicable techniques and tactics
• Do loyalty programmes work for luxury consumers?
• Post sales engagement: How to drive loyalty?


Session 3: Social CRM Strategies

• How to leverage on social data?
   - Data collection & analysis
   - How to generate applicable insights from data
• What are some available tools and software?
• How to apply social media to luxury brands?


Session 4: Measuring Effectiveness

• How to measure effectiveness of CRM campaigns?
   - Setting KPIs and metrics
• Aligning to business objectives


Workshop Leaders

Krishnan Menon,
Chief Client Officer, Wunderman

Krishnan has 19 years of experience in the brand building, advertising, media and digital business in the Asia Pacific region. As the Chief Client Officer, Krishnan is responsible for all Wunderman’s services to all current and prospective clients in the APAC region.

Before joining the Wunderman network, Krishnan was with Kinetic Worldwide media running the Singapore operation and he also spent over 10 years with Ogilvy in different roles and offices in India. His experience includes work on clients such as P&G, Unilever, IBM, Vodafone, Tata, Dell, Jet Airways, ITC hotels and other clients across various APAC markets. He has led the development of CRM and digital projects across markets and industry verticals.

He has a keen interest in emerging media and consumer-centric communication and his areas of expertise include: CRM, Loyalty, Brand Activation, and Social Media.


Mark Miller,
Head of Planning – APAC, Wunderman

With over 20 years of marketing expertise, Mark Miller is the Head of Planning for Asia Pacific, responsible for the development of integrated strategic planning processes including data, digital, social, CRM, loyalty marketing and branding.

Mark has developed CRM and loyalty programs for T-Mobile, The Gap (Banana Republic), Wells Fargo, and Microsoft (Xbox, Office 365, and Microsoft Partner Network). His work had been recognised by the Direct Marketing Association, Forrester Consumer Forum, Web Marketing Association and OMMA.

He has worked with clients across a wide range of verticals, including technology, banking, insurance, legal, healthcare, pharmaceutical, telecom, automotive and public sector.


The programme may be subject to change. Pacific Conferences reserves the right to make any amendments that it deems to be in the interest of the event without any notice.

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