EXCLUSIVE NETWORK
MMA Connect Night: An exclusive, invitation-only event
At Renaissance Riverside Sai Gon Hotel, 8-15 Ton Duc Thang St, Sai Gon Ward, Ho Chi Minh City
THOUGHT LEADERSHIP
Open for Registrations
Activities happening at the Exhibition Hall/Showcase Stage
Keynote
Marketing in the Age of AI Natives
The gap between companies using AI and companies being AI-native is where the next decade of marketing leadership will be decided. Binu Jacob, Chairman & CEO of Nestlé Vietnam, draws from Nestlé's journey of embedding AI into the daily rhythm of marketers globally to make the case that adoption is not transformation. He offers a practical blueprint for what senior marketers must change now — in literacy, in workflows, and in how they measure what matters.
Keynote
Rethinking Intelligence for Marketing Growth
When marketers hear “intelligence” today, most immediately think of AI. But what if marketing intelligence is much bigger than artificial intelligence alone?
In this keynote, we explore how brands across Southeast Asia are rethinking intelligence through four different lenses: integrated journeys, co-created commerce, gamified experiences and affiliate ecosystems.
Featuring real examples from the electronics, fast food and consumer goods industries, the session explores how everyday knowledge about behaviour, culture and communities can be transformed into smarter marketing growth. A fresh perspective on what intelligence could mean in modern marketing.
C-Suite Session
OOH's Quiet Revolution: The Unmissable Channel
Dismissing OOH as 'traditional' is a mistake. OOH have been getting smarter, transforming the channel’s scale, flexibility and creative potential. This panel dives into its data-driven transformation, revealing how it's become an 'unmissable channel' that drives both brand building and measurable performance. We'll challenge marketers' blind spots, explore OOH's true value, and explain why it's a vital, re-evaluated component of any modern media strategy.
C-Suite Session
What Does Marketing Effectiveness Really Mean Now?
As AI reshapes how campaigns are built, measured, and optimised, the question of effectiveness has become more contested, not clearer. This panel brings together leaders from brand marketing, measurement, and agency strategy to debate how effectiveness should be defined in an era where automation accelerates execution but creativity still decides what breaks through. The discussion challenges conventional marketing metrics, exploring why they often fail to capture the value of brand innovation, creative risk-taking, and long-horizon growth across channels and customer journeys. Panelists will examine where current models break down, how AI is changing the bar for both productivity and originality, who should define success before campaigns launch, and how organisations can balance immediate performance with the brand-building work that only creativity can deliver. The goal is not consensus, but clarity on what marketing effectiveness must evolve into if it is to hold up under real business scrutiny in an AI-driven, creativity-hungry market.
Keynote
Designing the Future: How Marketers Can Steer Innovation and Activation with AI
AI is transforming both ends of marketing—from how we innovate products to how we activate them in the market. But without clear direction, this power can create noise instead of impact. This keynote explores how marketers can guide innovation and activation with clarity and hence the role of the new age marketer as an ' orchestrator'. The future belongs to marketers who can balance human intuition with machine intelligence—directing AI to speed up and amplify innovation and creativity.
Booth Visit & Lunch for VIP
Afternoon Welcome Speech by MC
CEO Session
Leading Through Disruption: What Will Define Winning Companies in the AI Era?
C-Suite Session
How Do You Lead Strategically and Creatively When Machines Move Faster Than People?
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.
C-Suite Session
First-Party Data Activation Blueprint
Many organisations have invested heavily in collecting first-party data, yet struggle to turn it into consistent marketing performance. This session introduces a practical blueprint for activating first-party data across media, CRM, personalisation, and measurement. It focuses on aligning data architecture, consent management, and activation use cases so data moves beyond storage and reporting into day-to-day decision-making. Designed for Vietnam’s post-cookie, platform-heavy environment, the blueprint helps teams turn trusted data into a durable growth advantage.
C-Suite Panel
The New Attention Economy: Where Media, Creators & Commerce Converge
In today’s fragmented digital landscape, consumer attention is no longer shaped by traditional media alone. It is increasingly driven by the convergence of creators, content platforms, communities, and commerce ecosystems that influence how people discover, trust, and purchase brands. This panel explores how the new attention economy is reshaping media strategies, redefining influence, and challenging brands to balance culture, creativity, and measurable business impact in a rapidly evolving market.
Closing Remarks
GROWTH SOLUTION
Open for Registrations
Activities happening at the Exhibition Hall/Showcase Stage
Keynote
The Future of Search Marketing: Practical Strategies for Visibility in the GEO Era
AI search is changing where and how customers find your brand, and businesses that don't adapt risk losing visibility, traffic, and revenue to competitors who do. This session delivers a practical framework for ensuring your brand shows up and wins in both traditional search and AI-powered engines, from audit to execution.
Keynote
The Full-Funnel Accountability Revolution: Moving from Vanity Metrics to Creator-Led Commerce
Vietnamese consumers don’t follow a funnel — they loop. Discovery happens in one place, validation somewhere else, and the final decision at a completely different moment. The opportunity is in owning every re-entry point across that journey, not just the moments that are easiest to measure. Full-funnel accountability means designing creator programs that show up at every stage and having the data to know exactly which touchpoints turned interest into revenue.
Keynote
The New Model: Where Attention, Trust, and Communities Create Growth
Consumers today are no longer making decisions through a linear journey. Discovery is increasingly shaped by trusted communities, meaningful content, and environments where people actively choose to engage. As attention becomes harder to earn and media costs continue to rise, growth is shifting from simply buying reach to building relevance within trusted ecosystems. Join us to explore how brands can unlock new opportunities by combining attention, trust, and community-driven strategies to create sustainable growth.
Keynote
The State of AI in Marketing in Southeast Asia
C-suite Deep Dive
Winning Attention in the Age of AI - Why Context, Intent and Trust Matter More Than Ever
As AI reshapes how consumers discover, evaluate, and engage with brands, attention is no longer won through reach alone. In an increasingly automated and personalized ecosystem, context, intent, and trust have become the new competitive advantages. This session explores how leaders can adapt their marketing, media, and customer engagement strategies to stay relevant, credible, and effective in the AI era.
Booth Visit & Lunch for VIP
Afternoon Welcome Speech by MC
Keynote
From Community Trust to Data-Led Scale: How Candid Grew from 0 to US $20M in 4 Years
In today’s beauty market, brands are no longer built by advertising alone — they are built through trust, insight, product relevance, and commerce execution. This session shares how Candid started from a trusted beauty community, transformed consumer insight into hero products, and scaled through a data-led operating model across content, creators, and marketplaces. The keynote offers a practical playbook for building modern brands at the intersection of community, data, product, and e-commerce.
Keynote
AI-driven Operations
AI is fundamentally shifting how businesses scale, yet fragmented tools and rising IT costs often hinder progress. This session reveals how consolidating operations into an AI-powered, all-in-one platform creates frictionless workflows. Discover practical strategies to align your teams, accelerate decision-making, and drive sustainable business growth.
Keynote
App Growth in Motion
Today, every app is under pressure to grow. But growth is no longer just about downloads or installs. The real challenge is: after users install the app, do they open it, understand it, trust it, use it, transact, subscribe, or come back? That is why we need to rethink app growth — from a media acquisition problem into a full journey problem. The future of app growth is not install-led. It is experience-led and data-powered.
C-Suite Session
The Marketer of 2030: What Skills Will Matter Most?
AI is transforming marketing faster than ever before — redefining not only how brands connect with consumers, but also what skills future marketers must possess to succeed. Beyond creativity and communication, the next generation will need to combine technology, data, adaptability, and business thinking to thrive in an increasingly dynamic industry. This session explores how educators, brands, agencies, and platforms can work together to prepare Vietnam’s future marketing talent for the decade ahead.
Closing Remarks
SOLUTION SHOWCASE
Open for Registrations & Activities happening at the Exhibition Hall
Opening Remark
Context-Aware DOOH
Ureka Media is Vietnam's Real-World Attention Platform, transforming physical environments into intelligent, responsive media experiences. Through a nationwide ecosystem of high-intent and high-attention environments, Ureka Media enables brands to respond dynamically to real-world signals such as location, time, weather and audience behavior. From contextual storytelling and geo-fenced messaging to real-time creative adaptation, Ureka Media helps brands move beyond static advertising and engage audiences when relevance matters most.
Why visit Ureka Media:
- See how media responds in real time to audience behavior, location and environmental signals.
- Experience contextual DOOH that adapts creative across locations, audiences and moments.
- Unclock Real-World Intelligence through audience flow, venue context and environmental signals.
- Explore the future of urban media orchestration through responsive, context-driven audience experiences.
Connect with Ureka Media and discover how media responds when the real world becomes the trigger.
Shoppertainment - Maximize ROI on Premium Content
After six years of development, VieON, a member of DatVietVAC Group Holdings, has become Vietnam's leading OTT platform, reaching over 72 million connected devices. In early 2024, it launched VieON Global, marking a strategic effort to bring Vietnamese entertainment to international audiences. VieON is an online entertainment platform for Vietnamese audiences, featuring over 100,000 hours of movies, shows, and TV. Alongside hit VieON Originals like Anh Trai “Say Hi”, 2 Days 1 Night, Vi Me Anh Phan Chia Tay, Co Dung Hong Thoat Khoi Toi, 7 Nam Chua Cuoi Se Chia Tay, it offers Asian films and diverse TV channels, serving millions of viewers in Vietnam and worldwide.
Why visit us:
Visit VieON to explore the success story of the sole 'Local Player' to capture the #1 spot in both TOP FREE and TOP GROSSING charts — an impressive new milestone in the domestic OTT market. This is a premier opportunity to understand how VieON bridges state-of-the-art streaming technology with its mission to preserve and elevate authentic Vietnamese cultural values. Through high-quality 'VieON Original' blockbusters, you will witness how Vietnamese digital content adaptively transforms to align with the entertainment habits of millions of local consumers.
In Partnership with MGID
How AI Turns Fragmented Omnichannel Data into Revenue, Loyalty & Faster Decisions
Haravan is a technology company in Vietnam in providing Omnichannel Commerce Platform, E-Commerce websites builder platform and Online Marketing optimized by smart AI assistants, helping businesses, small and medium-sized enterprises (SMEs) grow in the digital economy. With over 12-year experience, by technology pioneering and dedicated team, Haravan has deployed to more than 60,000 merchants in Vietnam, including Nestle, L'Oreal, Dell, Maison, Aldo, Abbott, Thiên Long, Bitis,... streamlining their process in selling online with multi-channels on Website, on social networks and marketplaces to effectively grow their business, customers, and easily take care of and resell to customers automatically.
Why Visit Us:
- Comprehensive E-commerce Solution: Haravan provides an all-in-one solution for businesses, including online store setup, order management, product management, customer data management, payment gateways, shipping integration, marketing tools, and diverse platform integrations, with AI agent & AI assistant to support businesses with unified dashboards, demand forecasting, promo ROI analysis and customer intelligence.
- Headless Commerce: Flexible front-end system development, Haravan's back-end system operates powerfully, with high speed and unlimited scalability.
- Haravan offers professional customer support, helping businesses quickly and effectively resolve technical and business issues.
We look forward to connecting with you and exploring opportunities for collaboration and innovation.
From Interruption to Participation Marketing in the age of 3D & gamification
About the session
Marketing’s interruption era is ending. Audiences skip, scroll and block; signal loss is making targeting harder while budgets face greater scrutiny; and a new generation refuses to be advertised to. This talk argues for a shift from interruption to participation — from advertising at people to becoming the experiences they choose. Immersive 3D and gamified worlds, led by Roblox, prove the model at scale: 132 million daily users, twelve minutes of leaned-in attention per branded experience, and growth accelerating fastest outside North America. The lesson is clear — don’t build an empty branded island; integrate into the worlds people already love, where the brand becomes the reward, not the toll. Three principles guide what works: design for return, use real game mechanics, and think beyond product. For brands in Vietnam and across Asia, this is not a future trend — it is an early-mover advantage today.
The Super App for Work
Lark is ByteDance's AI-powered all-in-one collaboration SuperApp, built to help companies operate faster, smarter, and more connected. By unifying chat, video meetings, documents, email, calendar, approvals, attendance, and business data management into a single seamless platform, Lark eliminates the friction of tool-switching and scattered information. From frontline employees to global headquarters, Lark empowers every team member with real-time communication, intelligent workflows, and the tools to turn everyday work into lasting organizational knowledge.
Why visit Lark:
- Experience a truly all-in-one workspace : chat, docs, meetings, email, and approvals all in one place, with zero app-switching and instant context across every conversation.
- See how AI transforms your working routine:
- Native AI : Automatically transcribes, summarizes, and extracts action items from every meeting — so your team focuses on decisions, not note-taking.
- Lark Base AI - workflows that think : With chat, docs, data, and approvals live all-in-one platform, AI sees the full business context, helping your team draft, analyze, and act without switching apps or losing information in handoffs.
- AnyGen AI Teammates: Deploy AI agents directly inside Lark workflows, they respond to triggers, execute tasks like sending messages, updating records, or routing approvals, and work 24/7 without human intervention.
- Understand how leading companies across 150+ countries : from manufacturing and retail to finance and healthcare — use Lark to lower costs, accelerate decisions, and drive consistent execution at scale.
The Social Outreach Evolution
HEPMIL Vietnam is a content-first integrated communications agency, driving growth through creativity, creator ecosystems, and commerce.
Why visit HEPMIL?
- Discover how Creativity, Commerce, and Technology drive growth.
- Experience a content-first model built for the creator economy.
- See how ideas turn into measurable business impact.
- Explore large-scale, multi-market Offline-to-Online campaigns.
- Access a creator network spanning 6 Southeast Asian markets.
From Prompt to Production — Shipping Brand Video with Seedance 2.0
BytePlus is the global enterprise technology arm of ByteDance, the parent company of TikTok, one of the world’s most downloaded applications. Building on the same world-class AI infrastructure and technology capabilities that power ByteDance’s global platforms, BytePlus brings advanced digital solutions to enterprises across Southeast Asia, Europe, the Middle East, and beyond.
BytePlus provides AI-powered enterprise solutions across generative AI, video cloud, recommendation engines, data intelligence, and growth technologies. Its portfolio includes cutting-edge AI creation tools such as Dreamina Seedance 2.0 for video generation and Dola Seedream 5.0 for image generation, along with the intelligent technology stack that has supported TikTok’s rapid global growth.
Why visit us
BytePlus combines ByteDance’s innovation DNA with an end-to-end AI-native ecosystem, spanning public cloud, machine learning infrastructure, and real-world application tools. Through its latest product evolution, BytePlus offers valuable insights into how AI is transforming businesses in Mainland China and around the world. This is an opportunity to learn from BytePlus’ practical experience in rapidly deploying, scaling, and commercializing transformative AI applications for enterprises.
Join the Thought Leadership & Growth Solution Room
In Partnership with Double Verify
How Social Commerce Really Works
VIBULA – THE LEADING SOCIAL COMMERCE PARTNER Pioneer:
Vietnam’s leading end-to-end Social Commerce solutions provider since 2021.
- Value Proposition: "Where Conversations Turn into Conversions."
- Data-Led: Bridging the gap between Social and Commerce through advanced Data and Business Intelligence systems.
- Verifiable Results: Trusted by 150+ leading brands, delivering proven growth and record-breaking performance.
- Global Mindset: A powerful combination of deep local market expertise and a global technology ecosystem, enabling scalable and impactful business growth.
From Scroll To Store - Mobile Performance in the App Economy
About AppROI:
AppROI is a growth marketing agency focused on helping businesses acquire, retain, and grow their users in the mobile-first world. From strategy and creative to performance execution, we combine data-driven expertise with proprietary technology to deliver results that matter. Join us at our booth to discover how AppROI can drive your business growth.
Why Visit AppROI:
- Explore our full suite of growth marketing services - performance advertising, App Store Optimization, Apple Search Ads, affiliate marketing, and more.
- Learn how our proprietary KASA platform helps app businesses reduce acquisition costs and scale smarter Discover how our solutions provide greater flexibility and efficiency across the entire marketing funnel.
- We look forward to connecting with you and exploring opportunities for collaboration.
Data-Driven Revenue Growth Strategies for Vietnamese Businesses with CDP & Mini Apps
CNV CDP is a pioneering provider of Customer Data Platform (CDP), Marketing Automation, and Zalo Mini App solutions for businesses in Vietnam. With over 16 years of experience in the technology industry, 6 years of developing its CDP platform, and more than 3,000 successful enterprise deployments, CNV empowers businesses to collect, unify, and leverage customer data across multiple channels to increase revenue, optimize marketing costs, and enhance customer experiences. CNV’s ecosystem includes CDP, Zalo Mini App, Zalo Official Account (OA), Zalo Notification Service (ZNS), and automation tools that enable businesses to build and own their Private Domain Traffic assets, driving sustainable growth in the digital era.
Why visit CNV?
Discover how businesses can transition from an advertising-dependent model to a sustainable growth model powered by first-party customer data. This session will explore practical approaches to leveraging Customer Data Platforms (CDP) and Mini Apps to collect customer data, personalize customer experiences, automate marketing activities, and drive long-term revenue growth. Participants will also gain insights from real-world case studies of successful implementations by leading brands in Vietnam.
In Partnership with Accesstrade
In Partnership with YMT
The Phygital AI Assistant : Rewrite the future of Brand Engagement
About ADV Digital
ADV Digital is a pioneering digital creative agency bridging the gap between innovative marketing strategies and advanced technology. We specialize in building comprehensive solutions from multi-platform social media, interactive websites/mobile apps, to cutting-edge AR/VR/AI activations to connect brands with the future. By transforming traditional brand assets and identities into intelligent digital entities, ADV Digital empowers businesses to break traditional marketing boundaries, lead the next era of interactive engagement, and dominate future experiential spaces.
- Why visit ADV Digital:
Witness the Evolution: See how traditional brand assets are completely humanized into autonomous, hyper-realistic 3D ambassadors that think, react, and connect.
Step into the Future: Interact live with real-time conversational AI seamlessly integrated inside state-of-the-art interactive Hologram Boxes.
Unlock Spatial Marketing: Explore a unified, frictionless phygital ecosystem that blurs the line between physical experiential events and digital web environments.
Empower Tomorrow’s Strategy: Discover highly scalable, intelligent tech infrastructure built to revolutionize human engagement across diverse future-focused industries.
Connect with ADV Digital and witness the exact moment where tomorrow's technology meets today’s creative brilliance.
A New Era Of Elevator Media
With 20 years of continuous growth and innovation, Chicilon Media has established itself as the pioneer and leader of Vietnam’s Living-Space Media Ecosystem. Through its Elevator Media and Supermarket Media networks, Chicilon reaches over 40 million core consumers daily. Today, Chicilon Media commands more than 90% market share in elevator media advertising, with a nationwide network of 36,680+ media screens strategically deployed across key cities. The trust and long-term partnership of over 800 leading domestic and international brands further reinforce the company's position as the market leader in Vietnam’s elevator media industry.
- Why visit Chicilon?
+ Discover more about Chicilon Media’s innovative media solutions.
+ Explore the company’s bold transformation in its development vision and new technology-driven strategy, reaffirming its pioneering role in the industry.
Chicilon Media not only commits to delivering long-term value to clients and partners but also marks the beginning of a new era of intelligent media and advertising innovation in Vietnam.
Search is dead. Long live search - How AI is rewriting the rule of visibility
About the session
Search hasn't died, it's multiplied. AI Overviews, ChatGPT, and traditional search results now all show up in the same customer journey. This talk makes the case for a unified visibility strategy that ensures your brand shows up, and shows up right, no matter where your next customer is searching.
About Semrush
Semrush is the online visibility platform trusted by over 10 million marketers globally. As AI reshapes how customers discover brands, from traditional search to ChatGPT and Google AI Overviews, Semrush equips marketing leaders with the intelligence to stay visible, stay competitive, and make smarter decisions across every channel.
Why Semrush?
• AI visibility for your brand - Know exactly how your brand surfaces across AI-powered platforms and act on it before your competitors do.
• One strategy for traditional and AI search - Stop optimizing in silos. Semrush unifies classic SEO and emerging AI search so your strategy evolves as the landscape does.
• Sharper competitor intelligence - Go beyond vanity metrics. Identify where you lead, where you're exposed, and where the highest-value growth opportunities sit.
• Full customer journey visibility - Track behavior across the entire internet, not just search, from first discovery through to conversion.
Connect with Semrush and learn how the world's top marketing teams are turning online visibility into measurable business growth.
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]