--- title: MSQ Asia Week description: An event registration page for an event hosted by MSQ and its agencies, Elmwood, Precious Media and Stein image: https://connect.msqpartners.com/hubfs/MSQ%20Asia%20Week_1200x1200.jpg --- [Skip to content](https://connect.msqpartners.com/msq-asia-week#main-content) ![MSQ_WhiteLogo_RGB](https://connect.msqpartners.com/hubfs/HAKE/Landing%20Page%20Assets/MSQ_WhiteLogo_RGB.svg) - [Home](https://www.msqpartners.com/) - [About](https://www.msqpartners.com/about) - [Services](https://www.msqpartners.com/services) - [Work](https://www.msqpartners.com/work) - [News & Views](https://www.msqpartners.com/news-and-views) - Impact Show submenu for Impact - [AI](https://www.msqpartners.com/ai) - [Sustainability](https://www.msqpartners.com/sustainability) - [Culture](https://www.msqpartners.com/culture) - Events Show submenu for Events - [Le Club MSQ Cannes 2026](https://connect.msqpartners.com/le-club-msq-2026) - [MSQ Asia Week](https://connect.msqpartners.com/msq-asia-week) - [Contact](https://www.msqpartners.com/contact) Open main navigation Close main navigation - [Home](https://www.msqpartners.com/) - [About](https://www.msqpartners.com/about) - [Services](https://www.msqpartners.com/services) - [Work](https://www.msqpartners.com/work) - [News & Views](https://www.msqpartners.com/news-and-views) - Impact Show submenu for Impact - [AI](https://www.msqpartners.com/ai) - [Sustainability](https://www.msqpartners.com/sustainability) - [Culture](https://www.msqpartners.com/culture) - Events Show submenu for Events - [Le Club MSQ Cannes 2026](https://connect.msqpartners.com/le-club-msq-2026) - [MSQ Asia Week](https://connect.msqpartners.com/msq-asia-week) - [Contact](https://www.msqpartners.com/contact) ![MSQ Asia Week_logo_white](https://connect.msqpartners.com/hs-fs/hubfs/MSQ%20Asia%20Week_logo_white.png?width=530&height=120&name=MSQ%20Asia%20Week_logo_white.png "MSQ Asia Week_logo_white") Unlocking the Growth Opportunity in Asia # MSQ Asia Week Asia is where the next generation of brand-building, digital commerce, and marketing effectiveness is being defined. The opportunity is extraordinary, and the organisations winning here are not waiting for the world to stabilise to seize it. **MSQ Asia Week **brings together senior marketers and business leaders for two days of open, forward-looking conversation about the growth levers that matter most for brands competing in Asia's AI-native economy - whether in consumer or B2B markets. From building brand identity that earns genuine preference, scaling content across cultures, or converting brand equity into commercial demand. Featuring speakers from Hilton, Kimberly Clark, WorldFirst and more, alongside MSQ's agencies – Elmwood, PRECIOUS Media, and Stein – this is a room of practitioners who know Asia from the inside, sharing what's actually working, and where the next wave of opportunity lies. If you're a CMO, brand lead, or senior marketer looking to unlock your next stage of growth in this region, this is the event to attend – and registering early gives you the best chance of securing a place in one of our invite-only Day 2 workshops. SECURE YOUR SPOT ![Kartik Chandrasekhar](https://connect.msqpartners.com/hs-fs/hubfs/Kartik%20Chandrasekhar.jpg?width=400&height=400&name=Kartik%20Chandrasekhar.jpg "Kartik Chandrasekhar") ## Kartik Chandrasekhar Chief Growth Officer for Mars Snacking - Asia, ANZ, Middle East & Africa ![MSQ Asia_Xavier Pang_400px](https://connect.msqpartners.com/hubfs/MSQ%20Asia/MSQ%20Asia_Xavier%20Pang_400px.jpg "MSQ Asia_Xavier Pang_400px") ## Xavier Pang Global Head of Brand, WorldFirst (Ant International) ![Kabilen Sornum Groz Beckert](https://connect.msqpartners.com/hubfs/Kabilen%20Sornum%20Groz%20Beckert.jpeg "Kabilen Sornum Groz Beckert") ## Kabilen Sornum Vice President, Marketing & Digital APAC, Groz Beckert ![MSQ Asia_Shalini Seneviratne](https://connect.msqpartners.com/hubfs/MSQ%20Asia/MSQ%20Asia_Shalini%20Seneviratne.jpg "MSQ Asia_Shalini Seneviratne") ## Shalini Seneviratne Marketing Director, Kimberly Clark ![MSQ Asia_Alex Rodrigues](https://connect.msqpartners.com/hs-fs/hubfs/MSQ%20Asia/MSQ%20Asia_Alex%20Rodrigues.jpg?width=428&height=428&name=MSQ%20Asia_Alex%20Rodrigues.jpg "MSQ Asia_Alex Rodrigues") ## **Alex Rodriguez **Senior Marketing Director APAC, Hilton ![MSQ Asia_Hoon Lee](https://connect.msqpartners.com/hubfs/MSQ%20Asia/MSQ%20Asia_Hoon%20Lee.jpg "MSQ Asia_Hoon Lee") ## Hoon Lee Design Director, Kimberly Clark ![Luca Destefanis_Kyndryl](https://connect.msqpartners.com/hs-fs/hubfs/Luca%20Destefanis_Kyndryl.jpeg?width=225&height=225&name=Luca%20Destefanis_Kyndryl.jpeg "Luca Destefanis_Kyndryl") ## **Luca Destefanis** VP Marketing, Kyndryl ![Pooja Dhanothia_Linkedin](https://connect.msqpartners.com/hubfs/Pooja%20Dhanothia_Linkedin.png "Pooja Dhanothia_Linkedin") ## **Pooja Danothia** Sales Director, Asia, Linkedin ![Alexander-de-Leon_](https://connect.msqpartners.com/hubfs/Alexander-de-Leon_.jpg "Alexander-de-Leon_") ## **Alex De Leon** Group VP, Marketing & Growth, PropertyGuru Group ![Priyanka Nath](https://connect.msqpartners.com/hubfs/Priyanka%20Nath.jpg "Priyanka Nath") ## **Priyanka Nath **Founder & Fractional CMO, Crux Advisory ![MSQ Asia_Susie Hunt](https://connect.msqpartners.com/hubfs/MSQ%20Asia/MSQ%20Asia_Susie%20Hunt.jpg "MSQ Asia_Susie Hunt") ## **Susie Hunt** Chair of Asia, MSQ ![MSQ Asia_Daniel Binns](https://connect.msqpartners.com/hs-fs/hubfs/MSQ%20Asia/MSQ%20Asia_Daniel%20Binns.jpg?width=400&height=400&name=MSQ%20Asia_Daniel%20Binns.jpg "MSQ Asia_Daniel Binns") ## **Daniel Binns** Global CEO, Elmwood ![MSQ Asia_Jeremy Davis](https://connect.msqpartners.com/hubfs/MSQ%20Asia/MSQ%20Asia_Jeremy%20Davis.jpg "MSQ Asia_Jeremy Davis") ## Jeremy Davis President of APAC & EMEA, Stein ![MSQ Asia_Celeste Cheong](https://connect.msqpartners.com/hubfs/MSQ%20Asia/MSQ%20Asia_Celeste%20Cheong.jpg "MSQ Asia_Celeste Cheong") ## **Celeste Cheong** Managing Director, Elmwood ![MSQ Asia_Lisa Balm](https://connect.msqpartners.com/hubfs/MSQ%20Asia/MSQ%20Asia_Lisa%20Balm.jpg "MSQ Asia_Lisa Balm") ## **Lisa Balm **Executive Creative Director, Elmwood ![MSQ Asia_Graham van Der Westhuizen](https://connect.msqpartners.com/hubfs/MSQ%20Asia/MSQ%20Asia_Graham%20van%20Der%20Westhuizen.jpg "MSQ Asia_Graham van Der Westhuizen") ## Graham van Der Westhuizen  Strategy & Programme Lead, PRECIOUS Media  ![MSQ Asia_Andy Edmonds](https://connect.msqpartners.com/hubfs/MSQ%20Asia/MSQ%20Asia_Andy%20Edmonds.jpg "MSQ Asia_Andy Edmonds") ## Andy Edmonds General Manager, MSQ ![MSQ Asia_Jason Braddy](https://connect.msqpartners.com/hubfs/MSQ%20Asia/MSQ%20Asia_Jason%20Braddy.jpg "MSQ Asia_Jason Braddy") ## Jason Braddy Executive Creative Director, MSQ ![MSQ Asia_Nirati Nayak](https://connect.msqpartners.com/hubfs/MSQ%20Asia/MSQ%20Asia_Nirati%20Nayak.jpg "MSQ Asia_Nirati Nayak") ## **Nirati Nayak** Design Director, MSQ ![MSQ Asia_Jackson Ong](https://connect.msqpartners.com/hubfs/MSQ%20Asia/MSQ%20Asia_Jackson%20Ong.jpg "MSQ Asia_Jackson Ong") ## **Jackson Ong** Strategy Director, MSQ Day 1: The Big Conversation Tuesday 5 May Venue: Linkedin APAC HQ, Singapore * * Registration and breakfast starts at 9am. Lunch served at close of session. 09.30 – 09.45** ****Welcome to MSQ Asia Week** Susie Hunt, Chair of MSQ Asia, opens the day by framing the conversations ahead - setting out what MSQ believes about brand, growth and the opportunity in Asia, and why this moment matters for leaders in the room. ### 09.45 – 10.30 **The New Rules of Premiumisation in Asia** Premium has shifted. It no longer belongs exclusively to luxury – it lives in the everyday products people carry, display, and share across Asia's most dynamic markets. This session challenges conventional thinking about what premium means in 2026, and what it actually takes to build elevated brand perception in categories where the old rules no longer apply. Bringing together perspectives from brand and design leaders, the conversation will explore how cultural intelligence, not universal formulas, is the new driver of premium value and what that means for brands competing across beauty, F&B, and retail in Asia. **Speakers: Kartik Chandrasekhar, **Chief Growth Officer for Mars Snacking - Asia, ANZ, Middle East & Africa **Shalini Seneviratne**, Marketing Director, Kimberly Clark ****Hoon Lee****, Design Director, Kimberly Clark **Celeste Cheong**, Managing Director, Elmwood **Lisa Balm**, Executive Creative Director, Elmwood Moderated by ****Daniel Binns****, Global CEO, Elmwood ### 10.30 – 11.00 **Make the Logo Bigger: The Science and Art of Creative Effectiveness** Most brands are producing more content than ever – and being remembered less. In Asia's hyper-saturated digital landscape, the problem isn't reach. It's recognition. This session challenges the way brands think about creative effectiveness – revealing why so much content fails to drive growth, and what the brands consistently winning attention and recall are doing differently.  We explore the principles that separate creative that compounds brand value, from creative that simply fills a feed. Part science, part craft – and entirely practical for any marketer producing content at scale in Asia today. **Speakers: Jason Braddy**, Executive Creative Director, Elmwood ****Nirati Nayak****, Design Director, Elmwood ### 11.00 – 11.45 **Building Brands to Thrive in Asia in The New Digital Age** Asia represents the most dynamic and complex brand-building environment in the world today, where rapid digital acceleration, cultural diversity and evolving consumer expectations are reshaping how brands are discovered, evaluated, and chosen. We will explore what it takes to build brands that not only scale across Asia but remain locally relevant and commercially effective in each market. From navigating fragmented digital ecosystems to creating content that resonates across cultures, the discussion will focus on how brands can convert awareness into meaningful consideration and demand. **Speakers: Alex Rodriguez, **Senior Marketing Director APAC, Hilton  **Alex de Leon, **Group VP, Marketing & Growth, PropertyGuru Group **Andy Edmonds**, General Manager, MSQ Asia **** ****Moderated by**** Graham van Der Westhuizen, ****Strategy & Programme Lead, Precious Media 11.45 - 12.30** ****Winning in Asia's Influence Economy: Why the Old Rules of Branding Don't Work and How to Find your Edge** Asia is rewriting the global economy. Frontier companies in AI, green technology, digital infrastructure and financial innovation aren't following a playbook. They're authoring one. The brands that define these new-wave categories won't win on product or price. They'll win on influence. It's no coincidence that Asia is also home to the world's largest and fastest-growing influencer ecosystem: not just in content creators, but in KOLs, thought leaders, founders and institutional voices that shape entire industries. So why should the companies leading Asia's next wave be any different? Join us as we explore with a panel of brand leaders and industry experts what it really takes for ambitious, next-gen brands to not just hire influence - but operate as influencers themselves. ****Speakers: Xavier Pang****, Global Head of Brand, WorldFirst (Ant International) **Kabilen Sornum**, Vice President, Marketing & Digital APAC, Groz Beckert ****Susie Hunt****, Chair of Asia, MSQ Moderated by**** Jackson Ong****, Strategy Director, Elmwood  ### 12.30 – 13.15 **Brand Meets Demand: The New Growth Equation for B2B in Asia** Brand and demand have operated in silos for too long, and Asia's top B2B marketers are rewriting the playbook.  This panel brings together senior B2B marketing leaders to explore the rapid adoption of brand to demand strategies, how budgets are shifting, and how unified full-funnel marketing is rebuilding brand perceptions and driving growth.  The conversation will also explore how the growing complexity of B2B buying groups is reshaping what it takes to earn collective purchase confidence. ******Speakers: Luca Destefanis******, Vice President, Marketing, Kyndryl **Pooja Dhanothia**, Sales Director - SEA, Hong Kong, Taiwan, Linkedin **Priyanka Nath**, Founder & Fractional CMO, CruxAdvisory Moderated by****** Jeremy Davis, ******President of APAC & EMEA, Stein   Day 2: The Workshops Wednesday 6 May Location: Elmwood office* * ### **Workshop 1 The New Rules of Premiumisation in Asia** What does your brand actually signal to consumers today – and is it earning the premium perception you're aiming for? This intimate workshop goes deeper into the cultural codes and design levers that drive premium brand perception across Asia's most competitive categories. We'll use these levers to diagnose your brand's current effectiveness, identify what's working, what's undermining your premium positioning, and where the clearest opportunities for elevation lie. – *Places are limited and available to selected attendees of MSQ Asia Week by invitation only.* ### **Workshop 2 Make Your Brand Work Harder** This hands-on workshop takes the principles from the Day 1 session and puts them to work on your brand. Using the Content Excellence Framework based on brand growth principles, we'll map your latest creative and content against the two dimensions that determine whether your advertising actually drives growth: relevance and recognition. Together, we'll identify where your creative is compounding brand value, and where it's simply filling a feed – leaving you with a clear, practical view of where to focus next. – *Places are limited to only selected attendees of MSQ Asia Week by invitation only.* [![MSQ_WhiteLogo_RGB](https://connect.msqpartners.com/hs-fs/hubfs/MSQ_WhiteLogo_RGB.png?width=97&height=40&name=MSQ_WhiteLogo_RGB.png "MSQ_WhiteLogo_RGB")](https://connect.msqpartners.com/?hsLang=en) [**About**](https://www.msqpartners.com/about) [**Services**](https://www.msqpartners.com/services) [**Work**](https://www.msqpartners.com/work) [**AI**](https://www.msqpartners.com/ai) [**Sustainability**](https://www.msqpartners.com/sustainability) [**Culture**](https://www.msqpartners.com/culture) [**News & Views**](https://www.msqpartners.com/news-and-views) [**Contact**](https://www.msqpartners.com/contact) ![B-Corp-Logo-White-RGB](https://connect.msqpartners.com/hs-fs/hubfs/B-Corp-Logo-White-RGB.png?width=60&height=101&name=B-Corp-Logo-White-RGB.png "B-Corp-Logo-White-RGB") [Follow us on LinkedIn ](https://uk.linkedin.com/company/msq-partners/) #### Get in touch **Global HQ** 34 Bow Street London WC2E 7AU [All offices](https://www.msqpartners.com/contact)       For General Enquiries [contact@msqpartners.com](mailto:contact@msqpartners.com) For New Business [james.middlehurst@msqpartners.com](mailto:james.middlehurst@msqpartners.com) For Marketing & PR [tamsin.james@msqpartners.com](mailto:tamsin.james@msqpartners.com) [Code of Conduct](https://www.msqpartners.com/code-of-conduct) [Privacy & Cookie Policy](https://www.msqpartners.com/privacy-cookie-policy) Copyright ©2026 MSQ Partners. All rights reserved