
Knowledge that inspires, encourages and advances understanding. This is the hallmark of ADFEST’s speaker sessions. The first sessions to be announced during COLLiDE at ADFEST 2025 include a probing exploration of the industry’s female creative retention issue; two striking views of the real bond between technology and creativity and how to use it to create work that makes an impact; and the powers and implications of rapidly evolving AI technology that are reshaping content creation.
THURSDAY 20 MARCH | 15.05-15.40
What
Happens When Generational and Cultural Norms Collide?
Moderator: Valerie Madon, Chief Creative Officer APAC
McCann Worldgroup, Singapore.
Panellist: Siddhi Yadav Machado, Executive Creative Director
McCann Worldgroup, Mumbai
There is no question that the industry has a problem with
retaining great female creative talent. Just 24% of creative directors globally
are female. This discussion investigates solutions to that problem. It provides
an understanding of how to unlock the potential of young female creative talent
across Asia.
The panel discussion will explore the impact of generational and
cultural norms on young female creative talent across Asia. It responds to a
growing need to understand the challenges and opportunities faced by young
women in their professional journeys as societies evolve and workplaces become
more diverse. Moderated by Valerie Madon, the session will feature three female
creatives from McCann Worldgroup’s Ambition Collective, representing key
markets from across the region.
The conversation will cover: Understanding Cultural Nuances - that
is how various cultural norms influence the perception of female leadership and
success in different Asian markets; Generational Perspectives - presenting insights
on how the values and experiences of millennials and Gen Z women are reshaping
workplace dynamics and expectations; and Overcoming Barriers - discussing how
to navigate workplace challenges and biases, and tips for success.
Valerie
Madon is known as one of APAC’s top creatives, she joined McCann Worldgroup as
Chief Creative Officer, Southeast Asia, in May 2023 and expanded her role to
cover Asia Pacific in August 2023. Previously the Director of Creative Shop,
SEA & Emerging Markets at Meta, Valerie is responsible for creative product
across the region, as the network continues in its mission to be the
irrefutable leader in the business of creativity. She also Chairs McCann
Worldgroup’s APAC Creative Leadership Community.
Siddhi Yadav Machado’s
impressive career spans over 19 years, including two stints at McCann Paris
through network exchanges and being honoured by the Ad Club of Bombay as Young
Achiever 2009 in two categories. Throughout her career, she has been a key
force in building and revitalising prominent brands,
ensuring they remain relevant in a fast-evolving market. Currently, Siddhi
leads the Art Teams for the Mumbai office, overseeing prestigious brands such
as L'Oréal Paris,
Maybelline New York
and Asian Paints.
THURSDAY 20 MARCH | 15.40-16.15
Logic to Magic: The Alchemy of Technology and Creativity
Thomas Hongtack Kim, CCO & Partner
Paulus, Seoul
We live in
the age of AI, but what truly matters for creators is how they integrate
creativity with technology to create functional solutions. Technology is the
tool that powers solutions; it cannot be the communicator itself. The meeting
between technology and creativity is not a physical bonding right now. Rather,
it is a chemical transformation - just like how ancient alchemists tried to
turn different substances into gold. The mission of creators is to produce gold
by fusing technology and creativity to create those wow moments that feel like
magic.
Thomas
Hongtack Kim is a creative solutionist, founder of 2kg Creative Solution Lab,
as well as CCO and Partner at creative agency, Paulus. He also serves on the
Collective Advisory Board of ADFEST. Previously, he was ECD of Creative
Innovation Group at Cheil Worldwide and has worked in Seoul, New York, Beijing,
and Shanghai, with a wide array of clients and markets.
Thomas
specialises in designing digital, social, and CSR platforms that deliver
practical solutions to pressing challenges, focusing on tackling environmental
and social issues and collaborating with UN organisations, NGOs, corporations,
and academic institutions. His expertise has earned him roles as a judge and
mentor for Cannes Chimera, a joint initiative by Bill Gates, and as the
inaugural judge of the SDG Pencil in 2020, created by the UN and The One Show.
He has been named Campaign Asia-Pacific Creator of the Year and was ranked in
the Top 10 ECD worldwide in the Directory Big Won Rankings.
FRIDAY 21 MARCH | 10.05 - 10.40
The
Alchemy of Immersion: Blending Technology to Create Magic with Meaning
Ty
Curtis, Managing Director
Activate
Studios, Melbourne
Immersion
is an alchemical process. It combines elements such as design, hardware,
software, storytelling, and world-building to create something far greater than
the sum of its parts. More than technology, immersion is the art of blending
diverse elements to evoke wonder and connection.
This
session will uncover how to transform the way we tell stories, build worlds,
and engage with audiences. It will explore how these components come together
to craft moments of surprise, deliver entertainment in unexpected ways, and
drive meaningful change. It delves into the levels of immersion, each an
essential ingredient in creating experiences that captivate and resonate. That
creation process starts with ever-evolving hardware devices and software
systems that expand the boundaries of storytelling, unlocking entirely new
realms of engagement. Next are the tactile and physical layers, interactive
objects and sensory connections that ground digital narratives in the real
world. Together, these elements lay the foundation for world-building and
theming, where immersive ecosystems invite audiences to step inside and become
active participants in the story.
Ty
Curtis has been designing and producing extended reality (XR) experiences since
2013. His ability to forecast future trends, combined with a bold approach to
risk-taking and commercial execution, has led him to collaborate with global
brands such as BMW, Free Fire, Suzuki, Lendlease, and Jimmy Choo. Under his
leadership, Activate Studios has excelled in crafting gamified adventures,
immersive experiences, and interactive moments, shaping the future of
entertainment and advertising. A pioneer in immersive technology, Ty continues
to push the boundaries of XR, AR, and MR, creating transformative experiences
that captivate audiences and deliver meaningful engagement across entertainment
and advertising.
FRIDAY 21 MARCH | 15.40-16.15
The Missing
Link: How GenA.I. Augments Creativity and Impactful Advertising.
Max Lederer,
Chief Innovation Officer
Jung von
Matt, Hamburg
This session
will explore AI's transformative potential in marketing, focusing on APAC. Max
will draw from Jung von Matt's work with Hyundai, to show how generative AI
revolutionises creative excellence and marketing efficiency. His case studies will
illustrate how #genAI tools enable brands to create resonant campaigns, using
AI for ideation, personalisation, and execution and show how these tools
accelerate and redefine content production, raising quality standards. He will
also explore how AI-powered tools reshape content creation, particularly in a
culturally diverse region like APAC and discuss AI's broader implications on
the marketing industry, examining agency evolution and emerging trends such as
hyper-personalisation. Importantly, Max will underline the value of a balanced
perspective, combining optimism with humility, essential for sustainable growth
and innovation like #GenAI.
Max Lederer
is responsible for organising change at Jung von Matt, the independent global
creative company with offices in Beijing, Berlin, Dusseldorf, Hamburg, London,
Los Angeles, Munich, Prague, Seoul, Shanghai, Stuttgart, Vienna, Warsaw, and
Zurich. He is dedicated to pushing the boundaries of technology to help brands
succeed in the attention economy. This dedication is driven by his passion for
learning new things and building new skills, that drives him to dive
continually into emerging technologies, whether it's building games in the
metaverse or training a brand AI for Hyundai. Over the years, he has focused on
tech, luxury, and automotive brands, and helped create successful campaigns for
global clients such as BMW, Hyundai, Bosch, and Montblanc.
As these sessions show, there is no experience better than
being there. Planning is well underway to make COLLiDE at ADFEST 2025 its best
ever.
COLLiDE at ADFEST 2025, Thursday 20 to Saturday 22 March
2025 at PEACH, Royal Cliff Hotels Group in Pattaya, Thailand is
open for delegate registrations.
As well as star-studded speaker sessions, ADFEST 2025 offers workshops,
mentoring programs, screenings and networking events, and is the region’s only
original and most celebrated creative festival. The three-day event brings
together the industry’s top minds, rising stars and most innovative ideas.
Find more information on all delegate fees and
packages, here.
ADFEST, Asia’s only international creative festival, invites you to COLLiDE at ADFEST 2025, which takes place
Thursday 20 – Saturday 22 March 2025 at the Royal
Cliff Hotels Group in Pattaya, Thailand. Collide with over 1,000 leading
industry players, network with peers and celebrate the region’s culture and branded marketing
creative excellence.