MAIN BALLROOM
8:00 AM – 8:55 AM
Registration Open
9:00 AM – 9:10 AM
Welcome Speech by MMA Co-chairs and MMA BOD
9:15 AM – 9:25 AM
Keynote
Why creativity + marketing + AI is the new CMO imperative.
In today’s attention-starved, content-saturated world, relevance alone won’t win. Customers are bombarded with messages across every channel, and brands have only seconds to make a meaningful connection. Even the most advanced personalization strategies fall flat if they don’t spark emotion, inspire action, and build trust. This discussion explores how integrating creativity + marketing + AI empowers CMOs to build experiences that spark loyalty, drive growth, and make brands unforgettable.
9:30 AM – 9:50 AM
Keynote
The AI Brand-Creator Revolution is Here
9:55 AM – 10:15 AM
In Partnership with Heineken Vietnam
10:20 AM – 10:40 AM
Keynote
SMARTIES Insights 2025
10:45 AM – 11:05 AM
Keynote
Search in the AI Era
11:10 AM – 11:25 AM
Keynote
Leading with Purpose in the Age of Brand Authenticity
Highlights that modern leadership goes beyond profits, focusing on aligning a brand’s actions with its core values. Success comes from being authentic, transparent, and socially responsible, inspiring trust and loyalty among both employees and consumers.
11:30 AM – 11:50 AM
Keynote
Innovating and Growing Under Constraints
True innovation often emerges when resources are limited and challenges are high. ‘Innovating and Growing under Constraints’ explores how brands can turn limitations into opportunities, unlocking creativity, agility, and sustainable growth even in the toughest environments.
11:55 AM – 12:15 PM
CEO Panel
High-Impact Leadership: Navigating Consumer-Centric Market Disruptions To Sustain Business Growth
As consumer behavior shifts amid economic and technological changes, marketing leaders must adapt to sustain growth and relevance. In this session, industry leaders will discover how CEOs and business leaders harness scenario planning, risk mitigation, and innovation to drive long-term success and competitive advantage with the customer-centric lens.
12:20 PM – 1:30 PM
Closing & Lunch Networking
BREAKOUT ROOM 1
1:30 PM – 1:35 PM
Welcome to Breakout Room
1:40 PM – 2:00 PM
Keynote
Social-Led Marketing is redefining how brands engage with communities
It goes beyond product promotion to champion causes that matter to consumers. By leading with purpose, brands build deeper trust and long-term loyalty. Discover how social-led strategies can drive both social impact and business growth.
2:05 PM – 2:15 PM
SMARTIES Vietnam - Best Campaigns in 2025
2:20 PM – 2:30 PM
SMARTIES Vietnam - Best Campaigns in 2025
Thank You from Your Future Self
Reinventing healthcare communication - from education to participation - through data, cultural truth, and creative craft to drive behavior change at scale. In Vietnam, cervical cancer claims thousands of lives each year. Thank You from Your Future Self campaign for the HPV prevention awareness, created by MSD and MullenLowe Mishra, broke through the inertia — turning awareness into action, stigma into solidarity — and dared to imagine a Vietnam free of HPV disease burden. In an industry busy selling excitement, convenience, and pleasure, this campaign sold something rarer — hope. It shattered taboos, drove over one million people take appropriate action. Proof that when science joins hands with creativity, it can heal as powerfully as it can sell.
2:35 PM – 2:45 PM
SMARTIES Vietnam - Best Campaigns in 2025
From Data to Care: Ensure Gold's CRM Journey
2:50 PM – 3:20 PM
CMO Panel
The Creative Edge: Blending Vietnamese Culture with Global Marketing Trends
In a world where brands fight for global attention, Vietnam’s creative edge lies in its rich cultural DNA. From traditional values to Gen Z’s digital flair, Vietnamese marketers are redefining how local stories can inspire global audiences. This session explores how brands and agencies are blending authentic Vietnamese identity with world-class creative thinking — building campaigns that resonate at home and shine on the international stage.
3:25 PM – 3:35 PM
SMARTIES Vietnam - Best Campaigns in 2025
Galaxy AI Speaks Vietnamese. Honors Viet Values
In 2025, Samsung redefined innovation with the Galaxy S25 Series by introducing Galaxy AI that understands Vietnamese — proudly developed by local engineers and launched among 36 global languages. Through the campaign “Galaxy AI Hiểu Tiếng Việt. Tôn Vinh Giá Trị Việt,” this breakthrough evolved into a nationwide movement — celebrating personal and cultural pride through creator storytelling and Galaxy user engagement. A powerful case of how meaningful localization and cultural relevance turned advanced technology into brand love, social impact, and business growth.
3:40 PM – 3:45 PM
Closing Remarks
BREAKOUT ROOM 2
1:30 PM – 1:35 PM
Welcome to Breakout Room
1:40 PM – 1:50 PM
SMARTIES Vietnam - Best Campaigns in 2025
'SHARING LUCK - RECEIVING GROWTH' Powered by AI
Nestle Nutrition integrated full-funnel Tet 2025 campaign, leveraging Zalo AI to elevated personalization through cultural storytelling, and mobile-scale activation. The campaign redefined prejudice that infant milk powder from low-relevance to high-engagement in Tet, setting a new standard for how brands can blend tradition and latest technology AI to drive emotional relevance and market leadership.
1:55 PM – 2:25 PM
CMO Panel
Reimagining Brand Suitability In The AI Era
As AI-driven content and digital complexity reshape the advertising landscape, brand suitability is evolving from a defensive necessity into a catalyst for strategic opportunity. Join us as we share how a leading CPG brand to optimise and unlock new levels of transparency, control, and campaign confidence, all without compromising on cost or reach.
2:30 PM – 2:40 PM
SMARTIES Vietnam - Best Campaigns in 2025
Grown-Up Painkiller for Grown-Up Pain
2:45 PM – 3:15 PM
C-Suite Panel
Marketing As A Growth Engine: C-Suite Strategies For Business Impact
Elevating marketing beyond brand awareness to drive business value and growth. Marketing, not just storytelling, has taken a role as a strategic function fueling market expansion. This session explores how top marketing leaders leverage data-driven decision-making, how to activate growth mindset, create new patterns and cross-functional collaboration to shape marketing strategies, align with business objectives, and demonstrate impact at the boardroom level.
3:20 PM – 3:30 PM
SMARTIES Vietnam - Best Campaigns in 2025
Layer Up: Cetaphil's Skincare & Lifestyle Launch
In Vietnam’s winter season, Cetaphil redefined moisturizing with the breakthrough “3-Layer Moisture Coat” idea — turning dermatological science into a lifestyle movement. This session reveals how a TikTok-first full-funnel campaign with Uniqlo and Traveloka partnerships doubled penetration and made “Áo Ẩm 3 Lớp” a nationwide cultural moment. Learn how science, creativity, and commerce came together to make sensitive skincare both iconic and high-performing.
