The MMA Impact 2024 on October 25, once again captivated the marketing industry at JW Marriott Hotel & Suites Saigon, celebrating its 13th year in Vietnam. This year’s theme, “Navigating Marketing: Leadership, Innovation, and Future Strategies,” attracted a remarkable gathering of over 1,500 high-level executives, nearly 1,000 key brands and organizations, and 40 strategic partners. More than just an annual staple, this event set the stage for bold, future-oriented insights and collaborations, making it a must-attend event for marketing elites.
Key Insights and Innovations from MMA Impact 2024
Renowned for spotlighting AI and evolving marketing trends, MMA Impact 2024 provided a deep dive into breakthrough strategies, facilitated by top-tier experts from both Vietnam and the APAC region. Exclusive reports from MMA Global APAC were shared, with valuable analyses on the latest trends and actionable strategies for navigating technological integration in marketing. This year, attendees had the chance to gain insights critical for overcoming technology adoption challenges.
One of the most talked-about sessions, “Winning with AI – Nestle’s YouTube Works Winning Campaign,” was moderated by Mr. Rafael Scislowski, Industry Head of Google Vietnam. Key figures like Mr. Yannis Dramis from Nestlé Vietnam, Ms. Nguyen Tra My of Ogilvy Vietnam, and Ms. Quy Doan of Mindshare Vietnam dissected how Nestlé Vietnam’s AI-powered Tet campaign inspired Vietnamese families to “live their dreams,” shedding light on the transformative role of technology in campaign success.
This was followed by “The Future of Marketing: Navigating the Intersection of Technology, Consumer Behavior, and Innovation,” led by Ms. Corina Trang Luong of DoubleVerify, Ms. Uyen Tran of Nutifood, and Ms. Le Thanh Tu from Nestlé Waters Vietnam. They highlighted strategies for thriving amidst rapid change, underscoring how tech-savvy consumer behavior is reshaping marketing approaches.
C-Level Sessions: A Gathering of Visionary Minds
The exclusive CEO and CMO sessions, “The Digital Leadership Compass – Navigate Change with Data, Agility, and People” and “Experiential Marketing: Creating Immersive Consumer Journeys,” attracted senior executives from prominent enterprises. Mr. Vishnu Mohan of Avyan Holdings and Ms. Le Huynh Phuong Thuc of Guardian Vietnam discussed the importance of data, flexibility, and human-centric approaches for CEOs. Meanwhile, CMOs, including Mr. Mohinder Jakhar from Pernod Ricard and Ms. Nguyen Thi Mai from Unilever, explored how experiential marketing elevates consumer engagement and loyalty.
Case Studies and Real-World Campaigns
The afternoon sessions at MMA Impact 2024 in two dedicated rooms extended this knowledge-sharing momentum. In one room, Ms. Thuy Luong from TikTok explored AI and automation’s role in boosting business growth, while Mr. Benjamin Poole of Hakuhodo H+ in the other shared insights into evolving household consumer behaviors. Both rooms also featured inspiring case studies from the SMARTIES Vietnam 2024 Awards, including Suntory PepsiCo’s “Let AI take you home this Tet” and Vinfast’s groundbreaking influencer-led car launch campaign.
Conclusion: A Path Forward for Vietnam’s Marketing Industry
MMA Impact 2024 closed with a powerful message: the future of Vietnam’s marketing is driven by technology, data, and inspired leadership. With a reputation for fostering dialogue and innovation, MMA Impact continues to shape marketing in Vietnam, guiding industry professionals as they navigate new digital landscapes and seize emerging opportunities.
About MMA Impact Vietnam
MMA Impact, first held in Vietnam in 2011, has become a premier event for marketing professionals and executives to explore advancements in AI, Big Data, and digital advertising. Hosted globally by MMA Global, MMA Impact not only facilitates groundbreaking knowledge-sharing but also opens doors to vital strategic partnerships among industry leaders.
About MMA Global
MMA Global stands as the only trade association uniting the full marketing ecosystem, empowering over 800 members worldwide through insights and partnerships that define the future of marketing. From scientific research to actionable insights, MMA Global shapes transformative strategies and fuels business growth across the industry.
