How Asia Is Shaping The World And The Secrets Of Creating Global Impact
Discover how Asia’s influence is shaping the world in every possible aspect and understand the power it holds over the future. Understand how to use local insights and cultural nuances to create brands and campaigns with global impact in the age of AI, as well as how to work with brands and people across the world. These are some of the gems for success that await at ADFEST sessions during the festival.
Passes are still available for ADFEST 2024 with its theme Human Intelligence (HI), that underlines the innate human qualities of imagination, curiosity, and creativity that cannot be replaced or replicated. ADFEST 2024 will be held at the Royal Cliff Hotels Group in Pattaya, Thailand, from Thursday 21 March to Saturday 23 March. The Regular Rate Deadline is 20 March 2024 and for the first time, networking passes are also available.
Find everything you need to know to register and say Hi at ADFEST 2024 here.
THU 21 MARCH
16.50-17.25
Asia Rising
Mike Chuthakieo, Chief Revenue Officer, 88rising, Los Angeles
Moderated by Bongkot Charoentham, General Manager, SPA-HAKUHODO, Bangkok
Asia is now a major force in global culture and shaping the world’s future. This session will explore the powers it holds, in three vitally important areas. 1.) Shifting narratives explores how Asian perspectives are reshaping the global conversation and influencing the world’s cultural trends. 2.) Breaking barriers witnesses the strong impacts of Asian talents shaping the future of the world on a global scale in every possible aspect. 3.) A future of shared stories uncovers the potential for collaboration and exchange, fostering a more inclusive and vibrant world.
As the Chief Revenue Officer at 88rising, Mike leads global commercial partnership endeavours across all business pillars, including artists, festival IP, content and media. Through these pillars, 88rising champions and celebrates the best of Asian creativity and culture around the world. Prior to joining 88rising, Mike held leadership positions at ad tech and music tech platforms including Pinterest and Pandora.
Bongkot Charoentham, General Manager of SPA-HAKUHODO under Hakuhodo Group, leads the account management team with a special focus on Thailand. Her advertising agency experience spans more than a decade of managing brands and communication projects. She is also known as Fymmebongkot, a solo Thai singer who is famous for Thai Drama Original Soundtrack.
SAT 23 MARCH
11.15-11.50
Decentralise to Survive!Creating Cultural Impact Beyond Borders
Felipe Franco, Director & Creative Director, FF, Barcelona
Rich Akers, Director of Creative Partnerships: Asia, Mash Brands, Hua Hin
Moderated by Nicole Ingra, Founder & Global Director of Insights & Strategy, Ingra Labs, Barcelona
This panel will discuss and debate urgency of decentralising creative processes in the age of AI, expanding markets, and more focused teams, drawing from first-hand experiences of navigating global and virtual landscapes. It will explore the role of local insights and cultural nuances in creating brands and campaigns with true global impact, and how to work with brands and people across the world.
Felipe Franco is a director of commercials, narrative films, creative director and global citizen, acquainted with over 42 countries, resident in 6, and fluent in 4 languages. He has worked globally for some of the most acclaimed agencies, creating campaigns for some of the biggest and most prestigious clients worldwide. His creative work ranges from the infamous St. Pauli Peeback to the lovely animation Ritz-Carlton – Back to the Stars, working with stars such as David Beckham, Lando Norris, Son Heung-Min, and Xzibit. In 2022, Felipe was granted his Master’s in Directing from the ESCAC, one of the most prestigious cinema schools in Spain.
Rich Akers, Director of Creative Partnerships: Asia, Mash Brands has accumulated two decades of hands-on Asian experience that spans start-ups, SMEs and global brands and on-the-tools design, copywriting, plus project and account management. He believes that creative is made by people, for people.
He co-founded and led all creative, brand, and marketing for three F&B brands in Beijing, which collectively are some of the most awarded F&B brands in China. As Creative and Concept Director of VOK DAMS Beijing, Rich added international awards to leading brand events for clients such Audi, Ducati, JETTA, and Bentley. Currently, Rich oversees the curation and management of global remote teams, executing a wide variety of strategy, creative, and production work for brands such as Netflix, Accor, Banyan Group ad Ironman.
Nicole Ingra, Global Director of Insights and Strategy and Workshop Leader, at Ingra Labs with extensive international experience getting agencies and brands to understand what’s coming to design meaningful narratives, ecosystems and structures that change hearts and minds. Whether leading in-person sprints across the globe or crafting culture-led strategies, she is a catalyst for creativity and impact. Her client roster includes WhatsApp, Uber, Beats, TikTok, Heineken, Johnnie Walker, adidas, among others in education, tech, luxury, beauty, alcohol & lifestyle, on projects with global and local reach in the US, UK, Europe, China and Brazil.
ADFEST is a non-profit-making entity that believes passionately in its role to nurture and support the creative industry in the Asia Pacific and MENA region. It is one of only 8 regional creative festivals included in the WARC Creative 100 Rankings.
