Mook Supitcha, a penultimate-year student at The University of Auckland, shares her experience as a Student Ambassador at the MA Brand Summit 2024. She reflects on key insights from industry leaders on culture, bravery, and humor in marketing, highlighting how local and global perspectives can shape successful campaigns. The event offered inspiration, valuable lessons, and even some fun, sparking new ideas for her studies and future marketing projects. Read below to learn more.

Two weeks ago, I had the incredible opportunity to attend the MA Brand Summit 2024 as a Student Ambassador, and I’m still buzzing from the experience! Held at the stunning Grand Millennium Hotel, the event brought together some of the brightest minds in the marketing world. Honestly, who would’ve thought I’d be in the same room as so many industry leaders?😱

From the moment I stepped in, I knew this summit was going to be something special. I was inspired by countless local and international presenters who shared their insights on the latest trends, challenges, and marketing strategies. Here are some of the key takeaways that really resonated with me:

1. Leanne Too (KFC) and Kelly Grindle (Special PR): Connecting with Culture

Leanne and Kelly emphasized how essential it is to connect with and truly understand the culture of your customer demographic. Whether it’s through product testing like KFC’s iconic gravy train and Wicked Wings taste tests, or gathering insights from 4,000 customer research participants, their message was clear—listening to customers is crucial. Their examples reminded me how powerful consumer feedback can be in shaping successful brands.

2. Annabel Fribence (Westpac AUS, KFC): Bravery in Branding

Annabel’s story of success left a lasting impression on me. She highlighted how her bravery in making bold moves—like the ‘Pried in Fried’ campaign—helped her break through the noise. Her advice? Sometimes, less is more. Keep your messaging loud, clear, and consistent. I loved how she encouraged us to take risks and be brave in our marketing strategies.

3. Colleen Ryan (TRA): The Power of Humor in Marketing

Colleen Ryan touched on the importance of humor and how it can become a brand’s DNA. But she also warned that humor can be risky and should be used carefully. According to her, being ‘playful’ goes beyond humor and can create deeper engagement with customers. Fun fact: 46% of Kiwis think they have great humor! Colleen’s talk definitely made me think about how we can bring more lightheartedness into our marketing efforts.

4. Islam Edessouky (Coca-Cola): Cultural Connection through Campaigns

Islam took us on a journey through some of Coca-Cola’s diverse marketing campaigns, from telecom partnerships to pop-up stores. What stood out to me was Coca-Cola’s ability to tap into various cultures around the globe. As someone with Thai heritage, I was especially proud to see how Coca-Cola has paired with Thailand street food in one of their campaigns. It was a great reminder that successful global marketing always has a local touch.

Food & Fun!

Now, let’s talk about the food. It left me speechless! Seriously, it was one of the best meals I’ve had in a long time. On top of that, there were fun activities during breaks, like a Dart Vader game from Producto and a photo booth to capture all the memories.
Additionally, Ashley Sng, Isobel Green, and I (Student Ambassadors) had the chance to chat with Nicola, who shared some fantastic advice on measuring KPIs and crafting effective in-house strategies. Her insights sparked so many new ideas for our Marketing Club (UOAMDC), and I can’t wait to bring those ideas to life!

Final Thoughts

I’m incredibly grateful to MA for giving me the chance to attend this amazing event. It was a whirlwind of inspiration, learning, and growth, and I’m so excited to see what future events have in store. The MA Brand Summit 2024 wasn’t just about soaking in knowledge—it was about being part of a vibrant community of marketers who are shaping the future. I can’t wait to apply everything I learned to my studies and beyond!

Thank you again, MA! Cannot wait to see more immaculate from you guys and for those who are doubting to attend MA events, let this blog convince you.

Source: Mook Supitcha, 15 October 2024