Convergence of creative minds caps virtual Digicon OMNI 2020

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Metro Manila (CNN Philippines) – To close the five-day conference with a bang, the Digicon OMNI 2020 saw an interesting convergence of creative minds in a virtual setting.

Under the theme "Vision and Change," the last day of the online conference focused on stories and interactions on business reinvention, taking bold steps, and rediscovering purpose.

APAC CEO Stephen Li shared his point of view on how media agencies should take great effort to be in the lives of their consumers.

"We have a mission to be with them in their homes. This is the time to be truly engaging and entertaining with our content," said Li.

SM Supermalls President Steven Tan, meanwhile, talked about the evolving shopping habits and behaviors in the country. He emphasized that important consumer shifts affect changes in shopping behaviors, prompted by new priorities more focused on safety, accessibility, and inclusivity.

"We see a lot of consumer shifts around the need for convenience, building communities, and faster communication. Consumers have started defining and choosing for themselves," said Tan.

PayMaya COO Paolo Azzola cited massive opportunities in terms of consumer-based transactions, which increased four times during this time, and with more enterprises being forced to adapt digital payment systems.

Another fascinating session for the day was the visually engaging presentation on "Creative Vertical Brand Experiences" by Tay Guan Hin of BBDO, who introduced the audience to the power of telling stories vertically versus the traditional horizontal way of consuming mobile content. The discussion offered refreshing ideas about creating highly engaging content that suit the customers' mobile behavior.

"Vertical videos have 90% completion rate and are 9x more likely to be viewed than horizontal ones. You have to relook mobile content strategy by making it vertically friendly," said Hin, who showed winning mobile content of some brands illustrating creative principles that include creating multiple screens, framing the story, and presenting in 3D among others.

Best-selling author Seth Godin shared insightful and practical marketing principles in his keynote talk on strategy, brand, and leadership.

"Practical empathy is the only way to do marketing. Seek out not the possible biggest audience but the smallest viable audience. Instead of trying to fit it for everyone, stand for something specific," said Godin.