By: Zenia Pearl V. Nicolas Marketing is Evolving, But Not Without Us In 2025, marketing isn’t just about pushing content or crunching numbers. It’s about creating meaningful moments at scale. As digital behavior accelerates, brands face rising pressure to connect personally, instantly and intelligently. But here’s the twist: while tools like AI and automation dominate the headlines, it’s still the human touch, trust, empathy and creativity that builds real relationships. So what’s working now? What’s next? And how are successful marketers navigating this complex landscape? Let’s explore the strategies defining the insights and modern marketing trends 2025 that will shape its future. 1. AI-Powered Personalization is the New Default AI is no longer a novelty, it’s a necessity. According to HubSpot, 43% of marketers use AI for content creation and over 74% of new webpages feature AI-generated content (Typeface.ai ). CMOs are betting big: 71% say they’ll invest over $10M annually in AI by the end of 2025 ( Business Insider ). Use cases go beyond content—including predictive targeting, customer journey optimization and behavior analysis. But tech alone won’t cut it. As Unilever’s viral AI-led campaign shows, the magic happens when AI meets purpose and storytelling ( WSJ ). 2. Omnichannel + First-Party Data: A Trust-Driven Formula With cookies disappearing and privacy tightening, brands are doubling down on first-party data and seamless omnichannel experiences. Deloitte reports that brands are merging physical and digital interactions to deliver consistent, trust-centered touchpoints ( Deloitte Digital ). The goal? One journey, many touchpoints. From mobile to retail to social DMs, consumers expect connectedness. 3. Content and Video Keep Evolving, Shorter, Sharper, Smarter Over 90% of businesses still use content marketing, and half plan to increase their investments this year ( AdamConnell.me ). Video dominates: 73% of people prefer watching short videos under two minutes. Platforms like TikTok and Instagram Reels are setting the pace. Consumers now spend 6+ hours daily on entertainment, mostly from social apps not traditional TV ( Deloitte ). Marketers need to rethink their formats: from blogs to snackable videos, it’s all about attention-first content. 4. SEO + Paid Media: Still Your Growth Engines Even in a world of AI, organic discovery and performance media continue to dominate. 93% of web traffic starts with search and Google still owns over 90% of that pie ( WebFX ). Paid ads remain effective: 83% of users discover new brands through online ads. Search ad spending is forecasted to hit $351 billion in 2025, a sharp rise aligned with smarter keyword and intent targeting ( GWI ). SEO and paid search aren’t “old-school”, they’re foundational. 5. Social Media and Influencer Marketing Keep Rising Social is where brand equity is built in real time. There are  5.4 billion social media users globally, and the average person now uses nearly 7 platforms daily (Sprout Social). Social ad spend is expected to reach $277 billion this year, with 83% of that going to mobile formats. Influencer marketing is no longer niche: it’s mainstream. Unilever’s AI-generated influencer campaigns generated 3.5 billion impressions without traditional celebrities. Relatability beats celebrity. People want voices they trust, not just followers. 6. Balancing Brand and Performance = ROI Multiplier WPP recently downgraded its 2025 ad revenue growth from 7.75 to 6% (Reuters). But digital ad spend still leads to the global market. Why? Because the brands that win are those that balance long-term brand building with short-term performance marketing. Studies show this mix can boost ROI by 25-100%, while brands that overspend on performance may see diminished trust and loyalty over time ( The Australian ).Strategic brand investment = sustainable growth. Marketing Isn’t Just Data, It’s Connection 2025 marketing is equal parts algorithm and authenticity. As tools get smarter, the marketers who thrive won’t be the ones who rely solely on automation but those who understand what makes people feel something. Marketing isn’t just about scale. It’s about resonance. So here’s the winning formula: Welcome to a marketing future that’s intelligent but deeply human. Related feature on Customer Experience Trends customerX Interview with Kulachart Ngernpermpoon, Country Manager — Philippines & Indo China, Genesys

By: Zenia Pearl V. Nicolas In a move that’s reigniting workplace culture debates, Starbucks has mandated corporate employees return to the office four days a week, or accept a severance package. According to CNBC ’s report, the policy applies to staff at Starbucks’ Seattle headquarters, support centers, regional support centers and remote employees across the U.S. the company says it’s a step toward strengthening in-person collaboration but not everyone sees it that way. So what’s changing? Later this year, all corporate staff are expected to work on-site at least four days per week. Employees who cannot commit to this new structure have reportedly been offered voluntary severance packages.  “We are reestablishing our in-office culture because we do our best work when we’re together. We share ideas more effectively, creatively solve hard problems and move much faster,” CEO brian Niccol wrote in his Message from Brian: Reestablishing an In-Office Culture memo .  Starbucks is placing a renewed premium on physical presence, not just productivity. Implications for Retail and Corporate Culture While many companies in retail are investing in flexible models, Starbucks is steering in the opposite direction. This shift reveals a few key signals: Re-centralization of corporate culture Prioritization of in-person collaboration Potential attrition risk, especially among employees who embraced remote work post-pandemic Other industry giants like Amazon and Meta have faced similar resistance to RTO mandates, prompting broader questions around how to balance agility with alignment. “A recent Gartner-commissioned survey of over 2,000 white-collar professionals found that high-performing individuals are significantly less likely to stay when faced with rigid return-to-office mandates, 16% said they’d consider leaving.” reported by Business Insider .  According to reports from Business Insider and user commentary on Reddit : Some employees welcomed the return as a push for “real collaboration.” Others, particularly those who moved away during the pandemic, see it as a dealbreaker. One user wrote: “But the CEO can work remotely as long as he wastes a sh*t load of money flying there every so often.” – via Reddit discussion on Starbucks RTO mandate. Global Context: The Hybrid Pulse Starbucks’ in-office push is in contrast to the broader direction of workforce flexibility globally: UK : A 2025 study by StandOut CV revealed that 58% of UK workers would decline a job that removed hybrid flexibility.  Philippines : According to peopleHum , 52% of Filipino workers are already on hybrid schedules and 91% prefer hybrid or remote setups over full-time office arrangements, indicating strong demand for flexibility.   APAC : LinkedIn’s Global Talent Report confirmed that remote roles attract 2.3x more applicants than in-office listings across Asia-Pacific.  These figures highlight a major disconnect: flexibility is no longer a perk, it’s the baseline.  What Starbucks’ Move Symbolizes  This isn’t just an internal decision, it’s a retail case study in modern leadership. Starbucks is testing whether physical proximity can restore innovation, engagement, and culture in a way remote tools can’t. But this comes at a risk: alienating top talent who’ve proven they can thrive remotely. For now, Starbucks is betting on office-based collaboration as its cultural differentiator. Whether it pays off or triggers internal attrition will be closely watched by HR leaders and retail executives alike. Explore more insights from retailX: Small Space, Big Shift: Uniqlo’s Mini Outlet Is Redefining Convenience Retail

By: Zenia Pearl V. Nicolas In today’s workplace where digital transformation unfolds faster than ever, leaders are faced with a challenge far deeper than just keeping up with technology—it’s about keeping the human spirit at the center of it all. And few speak to that balance with as much as grounded wisdom as Vincent Benedicto, MBA, Former Head of Training, Organizational Development and Employer Branding at SMDC. At hrX Philippines 2025, Vincent brought the room to a thoughtful pause as he explored the evolving dynamics of hybrid work and artificial intelligence—not just as trends, but as realities reshaping how we relate to work, to one another and to ourselves. “Work-from-home is empowering—if done with dignity, integrity and ethics.” These weren’t just words for Vincent. They were a call to action. The Humanity Behind Hybrid Work In a time where flexibility is often mistaken for convenience, Vincent reminded us that hybrid work isn’t a right—it’s a privilege. He emphasized the need for fairness, especially across roles that simply can’t be done remotely. For frontliners, sellers, and factory workers, the luxury of remote work isn’t always feasible. And while support and operations staff can thrive in a WFH setup, creating balance means compensating those who must be on-site—with perks, incentives, or simply, understanding. “If you’re in sales, in manufacturing, in a customer-facing role—you need to be there. But that doesn’t mean others should be privileged without thought.” In this stance, Vincent champions a people-first lens—where career growth, wellness, age, commuting distance, and daily realities must all factor into designing work environments that are fair and human. AI Will Not Replace You—But the Person Who Can Use It Might With quiet conviction, Vincent dove into the elephant in the room: Artificial Intelligence. He doesn’t fear it—he embraces it. “AI is here to stay. It’s not just software anymore—it will become hardware. You will work alongside robots, and that’s okay.” Rather than sounding alarms, Vincent grounded his insights in resilience and readiness. He stressed the importance of upskilling, reskilling, and above all, embracing adaptive learning and tech savviness. AI, in his view, isn’t here to take jobs. It’s here to broaden our perspectives, give more options, and allow us to focus on higher-value human contributions. But the line is clear—it must be used ethically. “If it compromises your integrity or ethics, that’s when you draw the line. AI should empower you, not erase you.” Reflections from the HRX Stage Having been part of rockbird media events in the past, Vincent was quick to praise the atmosphere of innovation, inclusivity, and engagement that HRX Philippines consistently brings. “Initially I was overwhelmed… but I saw so many good things happening here. I’ve learned a lot—not just from the speakers, but from the experience itself.” From overflowing ideas to opportunities for genuine connection, Vincent’s time at the Grand Hyatt BGC became more than just another speaking engagement—it became a moment of shared learning and renewed purpose. The Bigger Picture Vincent’s message echoes beyond the walls of the conference: technology without humanity is hollow. True leadership today means knowing how to pair the precision of data with the softness of empathy, and the speed of innovation with the slowness of listening. It’s in this delicate balance that the future of work will be shaped—not just by systems and software, but by the leaders who remember why we work in the first place. “It’s not about resisting change. It’s about riding it with ethics, compassion, and integrity.”

By: Zenia Pearl V. Nicolas Lessons on authenticity, pitfalls, and purpose from Havaianas, Love, Bonito & LEXER In a world flooded with content, ads, and algorithms—how do you make your brand unforgettable? At the RESA 2025, industry trailblazers Anne Arcenas-Gonzales of Havaianas, Dione Song of Love, Bonito, and Ben Moreau of LEXER pulled back the curtain on what really works in branding today. Moderated by Wilcon Depot’s Rosemarie Bosch Ong, the Fireside Chat was more than just a panel, it was a raw and refreshingly honest conversation about authenticity, community, pitfalls, and the real meaning of customer connection in 2025. This wasn’t about chasing trends. It was about anchoring in truth—and learning from the missteps along the way. Know Your Brand Like a Best Friend Anne Arcenas-Gonzales of Terry SA wasted no time getting real: “Before you even begin working with KOLs or influencers—know yourself FIRST.” She emphasized that without a clear, unapologetic sense of identity, no amount of social media buzz will land. “You’re wasting a lot of hard money on these KOLs. You need to know your brand well and make it clear what your brand stands for. You need to be able to let them know what they do best in the most authentic way.” She called it “brand fit”—the essential ‘F’ that too many brands overlook while burning through budgets. Dione Song of Love, Bonito echoed that thought: “Consumers today can see right through you. They can tell the difference. They know when you’re just trying to sell. That’s why authenticity is not optional—it’s foundational.” Beyond Clicks: Learning from Pitfalls and Missed Opportunities The panel didn’t shy away from the hard truths either. When asked about pitfalls and missteps, both Anne and Dione offered raw, honest insights that many brands face—but rarely talk about. Dione shared that at Love, Bonito, they invested heavily in loyalty referrals, and user-generated content, “I think it’s important to test and try…” but the real turning point came when they started involving their community in the creative process. “We asked them to vote on product designs. Suddenly, sales moved. Why? Because people felt like they were part of something—they were co-creating the brand.” ‘Live selling was also a learning curve’, she added. It doesn’t have to be perfect. Test, try, evolve. Even simple activations—like ‘bring a friend and get a discount’ can build loyalty faster than ads ever will. Anne, on the other hand, revealed how they were late to jump on live selling and that taught them a lot. “It’s not about hardselling. It’s about ‘budol’ moments—those impulse buys sparked by storytelling and relatability. TikTok Shop helped us see how even flip-flops can be elevated when presented through a fashion show or lifestyle lens.” The bottom line here is the most impactful marketing isn’t always loud—it’s true, participatory, and humble enough to listen. Data, Pop-Ups, and Pop Culture: Strategy with Soul In an age where platforms are as competitive as products, brands are learning to coexist across channels. Both speakers acknowledged the power of ecommerce and marketplaces but affirmed the enduring power of offline experience. Anne pointed out that while 20–25% of their business now comes from ecommerce, the physical store still owns the storytelling. “It’s the beginning of the journey. You see it. You touch it. It becomes real.” Dione expressed that, ‘ecommerce lets you test, learn, and scale fast—but numbers don’t always mean insight. When sales slow, it’s often because you’re not truly connecting with your customers. There is a value in being offline, you can try and think bigger, focus too on loyalty — that way, it’s so much easy to keep the customer. Ben Moreau of LEXER chimed in with a reminder: “Think like your customer. Be like your customer.” In other words, live where they live—on data, on platforms, in their hearts. VAT, AI, and the Big Picture Talk shifted to the impact of the new 12% VAT regulation. According to the BIR, a 12% VAT will be applied to all digital services consumed in the Philippines starting June 2025. This covers both local and foreign providers—even those without a physical office here. For Havaianas, Anne was clear: “We don’t want to pass the cost on to customers. This is a moment to sharpen your data, measure ROI, and stop chasing FOMO.” Dione addressed marketplace competition with candor: “You can’t compete with fast fashion by being loud. You compete by being real.” As they looked ahead to 2025, the conversation turned to AI—not as a buzzword, but as a tool for meaning. “AI isn’t here to replace us,” Ben reminds. “It’s here to help us make better, braver decisions.” Anne beautifully concluded: “You want to come home fulfilled. Not just counting metrics, but knowing your work was meaningful.” In a World of Noise, Be a Voice with Purpose As the discussion came to a close, one message lingered in the air—soft but undeniable: Know who you are. Stay true. And above all, don’t forget the people who believed in your brand before the world did. In a world where everyone is fighting to be louder, these leaders reminded us that the real strength of a brand isn’t in its noise—it’s in its heartbeat. It’s in the quiet moments where a customer votes on a product design, not because they were paid to, but because they felt part of something. It’s in the small surveys, the soft-selling Tiktok moments, the handwritten loyalty gestures, and the silent but powerful act of knowing your customer by heart. The future of retail may be powered by AI, omnichannel platforms, and digital ecosystems—but it will always belong to the brands that dare to show up with honesty, vulnerability, and intention. Because long after the campaign ends, the ad budget runs out, and the algorithm shifts again—what people remember most is how your brand made them feel. Not the promos. Not the platforms. But the connection. That’s not just good marketing. That’s the kind of brand-building that leaves a mark— Not for a quarter, but for a lifetime.

Singapore — As the Lion City speeds up its 2025 digitization plan, which is essential for company growth. Remaining competitive requires upskilling, embracing digital adoption, and utilizing a multigenerational workforce. Did you know that artificial intelligence (A.I.) has affected 25% of jobs worldwide? With this trend expected to continue, the HR technology market is likewise growing. A 1 billion SGD investment demonstrates Singapore's dedication to A.I. development, as the country's employment rate is also rising and in order to prepare the workforce for these developments, upskilling needs to stay up. Our health is just as important to digital success as abilities. Maintaining the physical and mental well-being of workers is essential to a resilient and contented workforce. Companies can create sustainable competitive operations by placing a high priority on skill development, satisfaction, and overall experience. As the HR landscape continues to evolve, this summit brings together industry leaders, innovators, and HR professionals to explore how AI and tech are transforming recruitment, employee engagement, talent management, and more. With AI and HR tech playing a pivotal role in shaping the future of work, the summit will highlight the tools and strategies that organizations can leverage to streamline operations, as well as enhance employee experiences, and drive business success. Attendees will have the opportunity to dive deep into practical applications of these emerging technologies and gain insights into the trends that will define HR practices in the years to come. Don't miss out on this exceptional opportunity to be part of a transformative event that promises to develop HR tech and AI in Asia. Join us on February 27, 2025, at the Fullerton Hotel Singapore for hrX: Riding The Disruption, You and AI 2025, presented by rockbird media. For more information and to register for the event, visit our website: hrX Singapore 2025 | rockbird media B2B Conference Together, let's explore the unthinkable to expand our network and find new ideas!

Beyond the Bowl: How Vincent Lua Stirs the Customer's Phygital Experience Blending Physical and Digital Experiences in today’s fast-paced world, where customer expectations are evolving at lightning speed, staying ahead demands more than just innovation. It requires reinvention. Businesses everywhere are challenged to seamlessly blend the physical and digital realms to create extraordinary experiences. From reshaping how we dine to redefining convenience, the ability to adapt and embrace technology has become the cornerstone of success. In 2015, Vincent Lua, the CEO of Cravito Group, found himself at a pivotal moment. He recognized the need to adapt to local preferences while introducing unfamiliar concepts to a new market. His response was to innovate, merging traditional offerings with modern digital strategies. By embracing online platforms, delivery partnerships, and customer-focused loyalty programs, he showcased how technology could expand reach and deepen engagement beyond physical boundaries. “Digitalization is kind of like giving the efficiency towards the customers,” Vincent explains. The rise of e-commerce and delivery platforms has revolutionized consumer behavior, making it possible for people to access products and services without leaving their homes. This shift has reduced foot traffic to traditional retail spaces but has also created new opportunities for businesses to thrive in the digital landscape. By leveraging these tools, companies can cater to evolving demands while optimizing operations for efficiency. Technology plays a pivotal role in delivering exceptional customer experiences. From self-service kiosks to synchronized systems that streamline operations, digital tools are transforming how businesses interact with their customers. Automation and customization have become key, allowing companies to manage inventory, track orders, and provide real-time updates seamlessly. These advancements not only improve efficiency but also enhance satisfaction by reducing wait times and offering personalized interactions. Looking ahead, the integration of concepts like cloud kitchens and hyper-connectivity promises to reshape the landscape further. These models optimize space and resources while catering to a growing demand for delivery services. By incorporating multiple brands or offerings within a single location, businesses can maximize revenue while providing diverse options to consumers. This approach highlights the potential of technology to drive both innovation and profitability. Ready to stir the ordinary and submerge into the extraordinary? On February 26, 2025, the Retail & E-Commerce Summit Asia hits Kuala Lumpur, and it’s going to be nothing short of groundbreaking. This isn’t just a summit—it’s your backstage pass to the future of business. Meet game-changers, steal their secrets (with permission, of course), and unleash your own innovative edge. Check out our RESA Malaysia 2025 Landing Page at: https://rockbirdmedia.com/all_b2b/resa-my-2025/

Is it the Era of Omnichannel’s AI Apocalypse? Questions for the Digital World In the modern, rapidly-moving, technology-oriented environment, it's simple to become immersed in the excitement surrounding Artificial Intelligence. Caroline Wee, the Vice President of Loob Holdings, is shaping a new direction for seamless omnichannel. The future focuses on integrating humans and machines, aiming to combine the strengths of both to improve our work and lives. AI has certainly made waves in recent years, but Caroline warns against rushing into the belief that it will fully replace human roles. "In terms of digital and AI, we might have been a bit too hasty to jump into AI, assuming that it would replace everybody and every one within the workforce" she shares. "When we look at AI we think of it as an omni-powerful being that can kind of change the world. But the truth of the matter is, AI still draws from a data source that is largely human made." For Caroline, the future of AI isn’t a cold, automated utopia. Instead, it’s a harmonious marriage between human creativity and machine intelligence. She believes that in the near future, achieving success will result from merging the two approaches by utilizing AI's data-based insights alongside human intuition, creativity, and perspective. AI gains knowledge from the data we supply, and if that data contains errors, the outcomes will be erroneous too. It's not a matter of substituting humans but rather improving what we can achieve with the assistance of AI. In the realm of marketing, AI can feel like both a blessing and a curse. Caroline, like many marketers, has occasionally found herself relying on AI to generate ideas—especially for someone when deadlines are approaching. But here’s the catch: AI can help jump-start the creative process, but it can’t replace the human spark. Without the human’s supervision, AI might overlook important nuances, like changes in cultural perspectives or the emergence of a new social movement. AI can identify the patterns, but it’s us people who ensure that things remain pertinent, new, and in sync with current events globally. So what does the future hold for AI and humans in the workplace? Caroline sees a future where both work together, each enhancing the other. “It’s all about leveraging AI to improve how we work and live,” she believes that AI shouldn’t replace people but it should enhance our abilities. Whether you're a marketer looking for fresh ideas, a business leader navigating digital transformation, or just someone trying to figure out how to thrive in an AI-powered world, the key is clear: AI is a partner, not a competitor. Humans and AI are better together. And isn’t that what the future of work is all about? Creating more ways to touch other’s emotions by integrating AI isn’t easy. Join us and let's create more footprints in the path at the Retail and E-commerce Summit Asia on February 26th. It’s not just about networking but all about exchanging insights with the experts from the same field to reshape the future! To learn more, visit our RESA Landing page here .

MANILA —On the morning of November 27, 2024, Rockbird Media hosted its first-ever Finance Tech Community Coffee Chat at the Grand Hyatt Manila. The event brought together key stakeholders from the financial technology sector for engaging discussions over a thoughtfully curated coffee breakfast. This innovative platform facilitated the exchange of insights, tackled pressing challenges, and explored emerging opportunities in an intimate and collaborative setting. As the Community Partner , Oradian  played a pivotal role in the event, reinforcing the collaborative spirit and commitment to advancing the fintech industry. The event’s keynote speaker, Spark Perreras, CEO of PearlPay, set the tone for the morning with a compelling discussion on the transformative potential of digital financial services. Perreras highlighted how PearlPay is driving financial inclusion by equipping Community-Based Financial Institutions (CBFIs) with digital tools to modernize their operations. These tools improve efficiency and empower CBFIs to offer accessible financial services to underserved communities. “Our mission is to bridge the gap between traditional banking systems and the demands of a rapidly evolving digital landscape,” Perreras stated. The agenda further delved into groundbreaking advancements in the fintech ecosystem. Glen from PDAX underscored the significance of the recent partnership between Bitcoin and GCash, a move that accelerates the integration of cryptocurrency into mainstream financial systems. By leveraging this collaboration, the industry takes a step closer to making digital assets more accessible to everyday users—a key milestone in fostering widespread cryptocurrency adoption. Operational efficiency and strategic alignment were also prominent topics. A representative from Metrobank shared insights into aligning strategic value with day-to-day operations to enhance service delivery and customer satisfaction. These discussions highlighted the critical need for agile strategies in today’s competitive financial landscape. Another focal point was the exploration of project management workflows within the fintech sector. Attendees discussed creating high-level project strategies—referred to as “epics”—and breaking them down into actionable user stories and detailed design documents. These methodologies ensure that projects remain grounded in user needs while achieving organizational objectives. The conversation also extended into technology implementation. Speakers emphasized the importance of trunk-based development for managing version control and ensuring seamless integration during the software development lifecycle. Discussions on rigorous testing protocols, including unit tests and staging deployments, highlighted their role as vital steps before live implementation. One of the event's highlights was the exploration of QR-based transactions, a rapidly growing segment in digital payments. Perreras shared PearlPay’s systematic approach to deploying these technologies, ensuring compliance with global standards like ISO 20022 and mitigating risks associated with ambiguous transaction responses. These advancements aim to establish greater trust and reliability in digital payment systems. Additionally, backlog management and cross-functional collaboration were emphasized. Attendees discussed how product and business teams can work together to refine backlogs and align them with broader product goals, ensuring that every development effort contributes to a cohesive and effective user experience. By blending the relaxed atmosphere of a coffee breakfast with focused, high-level discussions, Rockbird Media created a space where industry leaders could connect meaningfully. The Finance Tech Community Coffee Chat demonstrated the value of combining thought leadership with informal engagement, fostering both innovation and collaboration. This inaugural event marks a pivotal step for Rockbird Media in its mission to build dynamic industry communities. With the success of this coffee chat and the invaluable support of Oradian  as the Community Partner, the organization has set the stage for future initiatives aimed at driving innovation and growth in the fintech sector.

Scanning QR codes for payments is an amazing innovation. An algorithm that shows customer preferences? Better. But to be able to gather customer data for a more personalized experience without compromising privacy? Now that’s finger lickin’ good! In today’s tech savvy community it is of great pleasure to have Hendra Yuniarto the Chief Marketing Officer of PT Fastfood Indonesia (KFC and Taco Bell) dish out his expert take on the future of AI in the food and beverage world, unlocking both its potentials and risks.  In a recent conversation with Hendra, his face radiated with joy, yet an undercurrent of concern subtly colored the conversation. He mentioned how many are still scared to face and embrace change that comes with innovation and specified that people are still apprehensive of the common norm of losing their jobs to AI. As Hendra mentioned that for as long as one knows how to maximize the use of AI and use it for the good, it will work in humans favor and rather would help in daily tasks or even solve various world problems. Hendra then followed by mentioning data as the prime focus of the conversation, “It's very easy to get the data and collate habits from your customers and because without this engine, it's very hard for the marketers to get the data right. With AI, it's very easy for us to get the data and analyze it, maybe only in one hour”.  He emphasized that while AI can run independently, it still relies on human logic to function on its own,  “AI is the new technology, is the new voice for the marketing”  he said.  As the conversation unfolded, he expressed his enthusiasm for participating in the panel discussions. He emphasized how these discussions allow him to explore diverse perspectives and gain insights into new strategies and topics such as the emergence of AI in different sectors. He then specified how AI and personalization work hand in hand and mentioned a few points such as balancing cost and effectiveness in marketing strategies and using AI effectively. He emphasized that when AI is used effectively, it can improve customer satisfaction by providing personalized information through the customer’s preferred channels. From this view, it prompted the question in what ways does he believe that the summit can significantly impact aspiring leaders in the industry. He answered that today with AI, everything is much easier.  With AI, business developments are growing and are helping businesses expand their reach, he added: “it’s the presence, I think it's quite unique because they are not totally selling their product, but they are introducing what they can do”.  Hendra reminds us that to understand AI, thought leaders must take charge and show up, paving the way for others to learn and adapt effectively. Come hungry for knowledge and inspiration with Hendra at this year’s Retail & E-Commerce Summit Asia 2024 Indonesia. He’ll dive into the future of AI on November 21, 2024 at the Ritz-Carlton, Jakarta and gain valuable insights from some of the top leaders in the marketing industry.

The retail scene continues to evolve in Indonesia and so do the leaders. Fortunately, one expert has stepped up to ensure that leaders like him are also evolving and is hands on when it comes to collaboration, creativity and teamwork. In its latest feature, Rockbird Media is excited to present Kelvin Hong, the Director of Brand Marketing of A&W Restaurants International. Kelvin’s interview is one that inspires especially those of young and aspiring marketeers. With his 20 years of experience covering APAC, he shares his experience of how he climbed from the ground up. During the discussion, we sought to understand his contribution as a leader to keep abreast and ahead of the industry and how it influenced his leadership in his own organization. He mentioned that people are independent as individuals, but are equally interdependent and dependent upon each other. He recalled: “ I was once a young marketeer, just like everyone else, and we see how the world has evolved today into becoming a more digitally inspired or tech-based marketing. And things are really different from the traditional days where it used to be just classical or conventional marketing. ” Trends are continuously changing every year and for a company to stay abreast and ahead, it is natural to adapt to the trends and accept fresh new ideas. Kelvin mentioned: “ As marketers, we should always allow co-creativity and ideas and always give ourselves as well as our fellow team members, colleagues, and agency partners the opportunity to co-create and to build ideas that build the brands and shape the brand forward. ” To remain informed and proactive regarding these trends, continuous learning is a must. Continuous learning is vital, even for those in high positions. Learning is essential to understand the trends especially now that having the need to meet the evolving consumer demands are growing and always the top priority of companies. He specified that one being complacent may not always be a good thing as it means that people keep doing the same activities in the same way. Kelvin recalls how he always welcomes ideas and inputs from his team and is always brainstorming as a unit. The ability to recruit and retain digital-savvy talents today and having someone like Kelvin Hong as a leader for the brand makes a big difference honing potential leaders in the future. He stressed how important it is as a mentor to inspire the younger generation with great creative ideas so that the world of marketing will continuously bloom.  He expressed that fostering collaboration and creativity inspires greater teamwork towards working on the common goal. Which brings in the last question to cap off the interview, what impact does he hope to have on future generations in his industry? The answer? Simple, to inspire the aspiring marketers to keep the baton alive. As Kelvin quoted: “ I hope to leave an impact as a mentor and a coach whom is able to inspire a younger generation of future marketeers with greater creative ideas and whom are able to then make their own stamps or milestones in whichever industry they may be, whether in corporations as well as startups. I think it is important to keep the baton alive or to pass the baton to the next batch of aspiring future marketeers so that the world of creativity and the world of marketing continues to be brimming alive with ideas, with inspirations, and with a lot of jazz.” Kelvin emphasizes the importance of staying connected to one’s roots and the interdependence among individuals. He reflects on how continuous learning has been instrumental in shaping him into the leader he is today. He is ready to set foot for this year’s Retail & E-Commerce Summit Asia 2024 Indonesia. Join the gathering and grasp together some interesting and enticing insights on November 21, 2024, at the Ritz-Carlton, Jakarta. Gain valuable insights from some of the top leaders in the marketing industry, it’s an event you don’t want to miss!