Friday, May 22, 2026
Delegates Registration, Business Networking, And Refreshments
Opening By Master Of Ceremony
Welcoming Remarks By MMA Indonesia Board Of Director
Group Photo: Thought Leaders & MMA Indonesia Board Of Directors
Perception Intelligence
How your brand is seen is as strategic as how it's built. Perception shapes purchase decisions, loyalty, and long-term equity before a single ad is served. Leaders who treat perception as a measurable asset unlock a powerful lever for growth. This session equips executives with the frameworks to monitor, manage, and move perception at scale.
Purpose-Led Innovation
The most agile innovations are anchored in a clear answer to the question: what are we actually here to do? This session examines how organizations embed purpose into the innovation process itself, from ideation through to market execution.
Delegates will explore how purpose functions as a strategic filter — aligning cross-functional teams around initiatives that generate both commercial return and lasting brand equity. The result is an innovation practice that is faster, more focused, and built to last.
SMARTIES Showcase - Sunlight vs Whoosh: How a DishWash Won the Race
What does it take for a household staple to stop a nation in its tracks? This SMARTIES Indonesia winner is a reminder that even the most functional product categories have room for bold, culturally resonant storytelling — and that the boldest ideas are often the ones rooted in a brand's deepest truth.
MMA Framework - Movable Middle & First Second Strategy
Winning the undecided consumer is one of the highest-leverage moves a marketer can make. The Movable Middle framework identifies the audiences most likely to shift — and the First Seconds Strategy ensures your creative lands before attention moves on.
Together, they form a precision approach to growth that outperforms traditional reach-based planning. This session walks executives through the evidence and the execution behind both frameworks.
SMARTIES Showcase - Wardah – Colorfit Cushion Re-Launch
Reaching consumers today means showing up consistently — across every scroll, screen, and shelf. This SMARTIES Indonesia winner demonstrates what it looks like when a brand stops thinking in channels and starts thinking in journeys, building one coherent story that moves audiences from discovery to decision, wherever they are.
The Pivot First Strategy
In markets defined by disruption, the brands that win are those that move before the moment demands it. This session unpacks the strategic logic behind proactive pivoting — how leading organizations read weak signals, restructure priorities, and execute directional shifts while maintaining operational momentum.
Delegates will work through real pivot case studies to identify what drives decisive reinvention and how to build the organizational agility to act on it. Executives leave with a decision-making framework they can apply the next time the ground starts to shift.
SMARTIES Showcase - Modus Agak Laen – Don't Know? Kasih No!
The most effective marketing doesn't just sell — it shifts behavior. This SMARTIES Indonesia winner shows how a brand can step outside its product entirely and use creativity to move people toward something that matters: in this case, a safer digital environment for all Indonesians. A reminder that when brands speak with genuine purpose, the public listens — and acts.
Leveraging The Brand Soul
The brands that endure are the ones with a clear sense of what they stand for beyond the product. Brand soul is the throughline connecting culture, communication, and commercial outcomes. When leaders articulate and operationalize that core identity, it drives alignment across every touchpoint.
This session explores how Indonesia's most purposeful brands translate soul into sustained business performance.
SMARTIES Showcase - Grab - Mystique: Real-Time Personalization at Scale
Behind every well-timed message is a decision — and the brands getting it right are the ones letting data make that call in real time. This SMARTIES Indonesia winner is a look at what modern personalization actually looks like in practice: not just knowing your audience, but knowing exactly when and how to reach them.
