Saatchi & Saatchi Singapore hosted their second annual Creative Technology Night on July 17, this time with a focus on mobile technology, following the success of their inaugural event that provided ‘hands on’ opportunities in new technologies.
In partnership with the Mobile Marketing Association, the agency dedicated the evening to speakers, activities and inspiring ideas that are tackling the mobile conundrum head on.
With keynote speaker Tom Eslinger, Saatchi & Saatchi Worldwide Director of Digital and Social, and others including Rohit Dadwal of the Mobile Marketing Association; Rahul Pandey, CEO of Bonzai; and Liam Winston, Managing Partner of Mobile Now, invited guests were treated to a night of mobile expertise.
In his presentation, Tom Eslinger extended his thoughts from his recent book Mobile Magic: The Saatchi & Saatchi Guide to Mobile Marketing and Design. He provided learnings from Mobile winners at the recent Cannes Lions International Festival of Creativity, and also shared “5 Things To Do Right Now” to make mobile part of daily life. Tom’s knowledge of worldwide trends and his gravitas as inaugural president of the Mobile Lions meant the evening was full of first class ideas and inspiration in understanding the mobile world.
Winston Hammill, Managing Director Asia Pacific for Concise Group, spoke on how brands can engage live audiences through mobile, with a focus on different mobile technologies used by top corporates and brands to encourage participation. The mobile technology on display aptly assisted Hammill in his discussion.
“Having speakers with such informed pedigree meant the night was guaranteed to brew innovation and inspiration. We see events like this as a valuable way to gain more insight into creating visually stunning and intellectually brilliant ideas for our clients. We look forward to what these nights will continue to bring the agency and the work we do,” said Paul Roebuck, CEO of Saatchi & Saatchi Singapore and Malaysia.
Technology on show during the evening included Oculus Rift – a 3D virtual reality device, Cinime – in-cinema mobile technology, iBeacon and a 3D mapping station.
Other speakers and their topics of discussion were:
Rohit Dadwal Mobile Marketing Association (MMA), Managing Director, Asia Pacific
Mobile: New Consumers, New Opportunities. The new frontier of interaction and visual dissection of our environment through mobile technology.
Rahul Pandey Bonzai, CEO & Co-Founder
Can Creative Ideas Maximize the Potential of Mobile Media Buying? Creative ideas and media buying are two sides of the same coin. A solid partnership between these two wings of advertising creates the foundation for a winning mobile campaign.
Nicola Morelli MORE, Founder & Director
Fragility of Mobile: Not-so-obvious elements from a few common situations in mobile marketing. Conflation, Concavity and other fallacies are taken onto the Mobile Marketing domain to be discussed from a technical point of view.
Liam Winston Mobile Now, Managing Partner
Mobile Gaming – The Opportunity for Brands. The increased appetite for gaming and brands entering this sphere sees a burgeoning opportunity to engage the consumer above functionality based apps.
Sandra Ng Group Vice President of IDC
How a win-win partnership between CMOs and CIOs is an essential for brands to succeed in the new marketplace.