Thursday, April 23, 2026
Registration + Networking
Welcome Speech
Creative Council Launching + MMA Insights
Vietnam Creativity Under Pressure
Vietnam’s creative scene is energetic but fragmented. This session maps the current creative landscape, exploring where creativity is thriving, where it is constrained, and why strong ideas often struggle to scale into sustained impact. It sets the context for the day by naming the tensions creatives are working under, not pretending they do not exist.
The Business Cost of Boring
Boring ideas rarely fail immediately. They fail slowly, through declining attention, weaker memory, and price-driven competition. This session reframes creative safety as a commercial risk and explores how fear of standing out quietly undermines long-term growth.
How Ideas Survive When Attention Lasts Seconds
Creative ideas are increasingly expected to work in environments defined by short-form video, fast scrolls, and constant interruption. This session explores how compression changes creative craft, from narrative structure to emotional hooks, and why clarity and intent matter more than polish. It looks at how strong ideas adapt across formats without losing meaning, and how brands avoid mistaking speed for substance.
Who Decides What “Good” Looks Like Now?
When algorithms influence performance, creative judgment becomes harder, not easier. This session examines how standards of quality shift in automated environments, who sets those standards, and how creative leaders avoid letting metrics quietly replace judgment.
From Local Insight to Cultural Impact
In a market as nuanced as Vietnam, the strongest ideas start deeply local. This keynote explores how cultural insight rooted in real behaviors and tensions can become work that travels across channels and markets without losing authenticity. Learn how brands move beyond surface relevance to meaningful cultural participation, turning insight into scalable impact that drives growth and advances market leadership.
Creativity Playbook: What Actually Works
A practical session sharing emerging frameworks, principles, and case examples that link creativity to business outcomes without reducing it to formulas. Focused on effectiveness, not trophies.