Exclusive
CMO Roundtables
Exclusive discussions for CMOs and Marketing Mangers from MMA Members and Partners
Members and Partners Appreciation Night
Ballroom
Open for Registrations
Welcome Speech by MMA Global' BOD at the Exhibition Ballroom
DX Is Now the Default. Why Value Is the Real Battle
Digital transformation is no longer a competitive advantage. It is the baseline. Almost every organisation is using digital tools and AI in some form, yet enterprise-level impact remains uneven. This session frames the real challenge facing leaders today: not adoption, but value realisation. It explores why high usage does not automatically translate into growth, and why governance, measurement, and operating alignment now determine whether DX investments pay off or quietly underperform.
Why Most AI Pilots Die in Marketing
Marketing is often the first function to experiment with AI and the first to get stuck. This session examines why so many AI pilots never reach production or scale. The focus is not on technology failure, but on organisational friction: unclear ownership, fragmented data, lack of success metrics, and misaligned incentives. Attendees will leave with a clear understanding of the structural barriers that trap AI in pilot mode and how leading teams move beyond them.
Data Sovereignty as a Growth Advantage in Vietnam
As cookies fade and privacy expectations rise, data access is no longer guaranteed. This session explains why first-party data and multi-touch attribution are becoming strategic advantages rather than technical upgrades. With Vietnam as a small-screen-heavy market, the discussion focuses on how trust, consent, and data unification directly affect measurement, personalisation, and long-term growth, and why brands that master this early will outpace those that do not.
Panel Discussion: How Do You Lead Creativity When Machines Move Faster Than People?
Creative leadership is no longer about taste alone. This session explores how creative leaders evolve from idea guardians to system designers. It looks at how leaders balance human insight with machine scale, protect quality while moving faster, and align creative ambition with business accountability. The focus is on leadership decisions, not tools.
Booth Visit & Networking Break
Afternoon Welcome Speech by MC
The Marketer’s New Job Description
Marketing roles are being quietly rewritten. This session explores how automation, AI, and data shift marketers away from manual execution toward system design, orchestration, and judgment. The focus is on what humans must own in an AI-enabled organisation: defining direction, setting boundaries, interpreting signals, and making trade-offs that machines cannot. It is less about new tools and more about new responsibilities.
Innovation Without Creativity Is Just Automation
Efficiency alone does not create advantage. This session challenges the idea that optimisation equals innovation. It explores how data and AI can scale performance but cannot decide meaning, relevance, or cultural resonance. Without creative direction, automation accelerates sameness. This session reframes creativity as the strategic layer that gives technology purpose, ensuring innovation leads to differentiation rather than just cheaper output.
Panel Discussion: What Does Marketing Effectiveness Really Mean Now?
As marketing becomes more automated, data-rich, and accountable, the question of effectiveness has become more contested, not clearer. This panel brings together leaders from marketing, finance, data, and platforms to debate how effectiveness should be defined, measured, and governed today. The discussion challenges traditional post-campaign reporting and short-term ROI metrics, exploring why they often fail to reflect how growth actually happens across time, channels, and customer journeys. Panelists will examine where current models break down, who should define success before campaigns launch, and how organisations can balance immediate performance with long-term value. The goal is not consensus, but clarity on what marketing effectiveness must evolve into if it is to hold up under real business scrutiny.
AI Readiness Diagnostic for Marketing Teams
As AI tools spread rapidly across marketing functions, many teams struggle to understand whether they are truly ready to scale them. This session introduces an AI readiness diagnostic designed specifically for marketing organisations. It assesses readiness across data maturity, workflow design, governance, measurement, and skills, helping leaders identify where AI will create value and where it may amplify risk. The goal is not to slow adoption, but to enable smarter investment decisions and more sustainable AI-driven performance.
Closing Remarks
Breakout
Afternoon Welcome Speech by MC
Agentic AI Needs Creative Governance
As AI becomes capable of acting autonomously, creativity faces new risks: diluted originality, unsafe claims, and loss of brand coherence. This session explains why governing AI is not about restriction, but about direction. It explores how brands define boundaries for AI-generated creativity, protect trust and authorship, and ensure that autonomous systems scale strong ideas rather than flooding the system with average ones.
Data Gives Precision, Creativity Gives Direction
Personalisation, optimisation, and MarTech promise relevance at scale, but relevance alone does not build memory or preference. This session explores the relationship between data and creativity, showing why data answers the question of who and when, while creativity answers why and what. Through real examples, it demonstrates how brands combine precision with distinctiveness instead of choosing one at the expense of the other.
Journey-Based Planning Model
Channel-first planning creates fragmented customer experiences and distorted reporting, even when individual channels perform well. This session introduces a journey-based planning model that shifts marketing from channel optimisation to orchestration around customer intent and moments. It shows how aligning planning, activation, and measurement around journeys improves relevance, reduces duplication, and produces a clearer view of what actually drives growth. The model helps teams move from disconnected execution to coherent, customer-centred marketing systems.
Closing Remarks
Showcase
Become an MMA INNOVATE Vietnam 2026 partner today.
Contact:
Sophie Nguyen
Head of Partnership and Alliances
MMA Global in Vietnam, Myanmar, and Cambodia
M: +84 932 720 001
E: [email protected]