Friday, April 24, 2026
Registration + Networking
Session 1
Opening Speech & Creative Council Launch
Session 2
Next Era of Marketing: From Blockbuster Campaigns to Creative Series
The keynote explores how creativity in marketing is shifting from large campaign led thinking to continuous decision led creative system. Using examples from entertainment, global brands and a practical Vietnam FMCG case the session will show why the most effective marketing today is built through a series of small intelligent creative decisions rather than one big idea. Attendees will learn a new creative playbook for the social commerce era- focused on iteration, creator led storytelling and always on content designed to drive both engagement and growth.
Session 3
Inside the Jury Room: How Excellence Is Defined at the SMARTIES
What truly separates a winning campaign from the rest? In this debate-style session, members of the 2025 SMARTIES Awards Indonesia Main Jury will exchange perspectives on what defines excellence across creativity, strategy, impact, and innovation. Through contrasting viewpoints, candid reflections, and real evaluation criteria, the conversation will unpack what makes work stand out, where brands and agencies often fall short, and why some ideas earn recognition while others do not. It's a rare chance to hear how top industry leaders challenge, defend, and define award-worthy marketing in the jury room.
Session 4
AI-Powered Creative Sprints
AI is compressing the creative timeline in ways that were not practical two years ago. This session demonstrates how teams in Vietnam and Southeast Asia are moving from brief to published content in under 48 hours using AI tools currently available to them, not hypothetical ones. Attendees gain a realistic view of where AI saves time in their workflow and what a leaner, faster creative process actually looks like in execution.
Session 5
From Noise to Meaning - Earning Attention Through Cultural Relevance
Session 6
Same Story, Five Screens: Why Platform-First Thinking Changes Everything
The same creative idea behaves differently on TikTok, Reels, YouTube Shorts, Facebook Feed, and OOH. And most teams underestimate how much. This hands-on session takes one brief and shows it adapted across five platforms in real time, making the differences in attention, format, and behavior visible and practical. Attendees gain a working framework for briefing platform-specific creative, not just resizing assets.
Session 7
Community Before Campaign: Building Creative That Earns Attention First
The strongest campaigns today do not start with a brand message. They start with a community and its dynamics. This session introduces a community-first creative model, with a Vietnamese brand case study showing how understanding a niche audience first led to creative that earned organic traction before any media spend. Attendees gain a replicable approach to identifying communities, understanding what moves them, and building creative around that insight.
