PRovokeGlobal is a high-level forum designed for senior practitioners to address the critical issues facing the profession.

15 September, 2021 (HKT/SGT)


01:20 - 01:30
Registration & Introduction
14:20 - 14:40
How Behavioral Science can Help Global Brands Optimize Cultural Nuances for Local Campaign Success

Behavioural science helps us better understand human behavior and, more specifically, how people make decisions. When applied to the art of communications, it has the power to deliver campaigns that truly understand and positively influence people on business and public interest issues. Culture is a significant driver of consumer behavior, with social norms often guiding audiences to automatic, instinctive actions. While communications strategies often consider local market insights, leveraging these specific cultural habits through behavioural interventions and triggers can play a significant role in the long-term success of a campaign. By implementing targeted but globally applicable processes – message testing, optimized timings, and the most appropriate messengers – behavioural science can help optimize cultural nuances and shape powerful messaging that drive change in local consumer behaviours.

Join Julian Buckeridge, Head of SMARTER at Hill+Knowlton Strategies Thailand, and Jules Norton Selzer, Corporate Relations Director for Diageo Moët Hennessy Thailand, as they explore how behavioural interventions can be used to help global brands optimize cultural insights to drive effective local market campaigns. Drawing on theory and best practice, this session will look at how different cultural preferences, beliefs and priorities can affect the impact of brand messaging, and how smarter initiatives are helping educate and influence consumer behaviours.

Hill+Knowlton Strategies
14:40 - 15:15
The Empowered Patient – A Way to Improve Health Outcomes or A Recipe for Confusion and Conflict?

As COVID-19 has exemplified, people are more than capable of researching difficult topics like the pros and cons of vaccines, and make informed choices based on their newfound knowledge. Like never before, patients are taking an active role in dictating their treatment choices and management plans.

What has given rise to this empowerment? How can healthcare brands and providers better support patients in their transformation? As communicators, how can marketers ensure that patients can easily access accurate and helpful information?

Join us as Weber Shandwick’s Windcy Chan leads a panel of experts from across APAC’s healthcare sector through the many ramifications and best approaches to connecting with today’s empowered patients.

Weber Shandwick
15:15 - 15:35
Kachizukuri PR — How Can Brands Show their Commitment to the Market? Keynote
15:35 - 16:10
Asia’s Rise and the Coming Global Attitude Adjustment
The rise of Asia and the Asian middle class is the biggest story of our times. In the coming decade, a deeper realization of Asia’s growing economic weight and global influence will trigger a global attitude adjustment. For many businesses, navigating Asia’s rise will require a major rethink and readjustment. A failure to adapt could compromise their ability to thrive in the new world which increasingly has Asia at its centre.
16:45 - 17:20
The Great Resignation
A recent survey conducted by Entrepreneur Asia Pacific shows that 48% of participants are planning on quitting their job with many of them looking at freelance and flexibility over a full-time job. This shift has thrown the supply and demand of the marketing industry off balance and requires companies and agencies to adapt. Meanwhile ’the great resignation’ has taken hold in Western markets, as PR industry employees rethink their career options at a time of immense upheaval. What will it mean in Asia?
17:20 - 17:40
Making Measurement Matter
17:40 - 17:45
Closing Remarks

15 September, 2021 (HKT/SGT)


17:45 - 19:00
Cocktail Reception
19:00 - 20:30
2021 Asia-Pacific SABRE Awards
The early-evening of 15 September will see the eleventh Asia-Pacific SABRE Awards taking place.

The ceremony celebrates the Diamond, Platinum and Gold SABRE Award winners, along with PRovoke Media's Asia-Pacific Consultancies of the Year, and Individual Achievement Award recipients. The early-evening ceremony will also include the IN2 SABRE Awards Asia-Pacific, celebrating Asia-Pacific’s best content and engagement work. 

Awards venue: Virtual
Date: 15 September
Time: 7:00pm HKT/SGT

Show Intro
SABRE Awards Welcome & Introduction
Outstanding Individual Achievement
IN2 SABRE Awards
Outstanding Individual Achievement
Best Consultancies to Work For

Commercial Break 1

Outstanding Individual Achievement
Gold SABRE Awards - Industry Sector
Specialist Consultancies of the Year

Commercial Break 2

Outstanding Individual Achievement
Gold SABRE Awards - Practice Areas
Gold SABRE Awards - Geographic

Commercial Break 3

Geographic Consultancies of the Year
Diamond SABRE Awards
Midsize Consultancy of the Year
Large Consultancy of the Year
Platinum SABRE Award for Best in Show

SABRE Awards closing