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CMO Series: Adapting Your International Brand for the Asian Market

Marketing takes on a whole new meaning in a macrocosm driven by data, artificial intelligence, social media communities and influencer engagement. The CMO Series unpacks timely and relevant insights for all marketing executives up to C-Suite looking to integrate and perpetuate their brand message effectively across physical and digital spaces. Join us as industry leaders from numerous backgrounds share their know-how; to exploit the latest technology, craft and convey compelling messages, increase conversion rates, and ultimately, deliver timeless value amid 21st century sensibility and shifting megatrends.

In spite of disparate cultures and geographical distance, few in Asia are strangers to the UFC® (Ultimate Fighting Championship) universe.
 
The brand sells out some of the world’s most prestigious arenas in over 40 live fight nights annually. It also brings in a virtual audience of more than 1.1 billion households, making UFC® the largest pay-per-view provider in the world. Additionally, the shelf life of each exhilarating live experience is extended by the personalities of the fighters, the fans, and all the supporting characters.
 
So how has an international brand like UFC® grown their presence in Asia specifically? Feryal Hemamda, Marketing and Public Relations Director of UFC®, spoke on how they have adapted their marketing strategy for the Asian market while staying true to the essence of the brand.
 

ABOUT THE SPEAKER

 
 
Originally from Southeast London, Feryal Hemamda moved to Singapore from Hong Kong in 2014. Feryal studied Communications at the University of Lincolnshire in the United Kingdom and proceeded to work for pioneering entertainment brands like Channel 4 Television, Discovery Networks and ITV. Feryal's move to Asia marked her first foray into sports as she became the Ultimate Fighting Championship (UFC®)'s Marketing and Public Relations Director for the region. In her free time Feryal is kept on her toes by her 4 year old daughter and 2-year-old son. Feryal also is a mentor to a local Singaporean content production agency, Palmiers.
 
UFC® is a premium global sports brand and the largest Pay-Per-View event provider in the world. Acquired in 2016 by global sports, entertainment and fashion leader Endeavor (formerly WME | IMG), UFC® produces more than 40 live events per year. These consistently sell out some of the most prestigious arenas around the globe, while programming is broadcast in over 163 countries and territories to more than 1.1 billion TV households worldwide in 35 different languages. UFC FIGHT PASS®, a digital subscription service, delivers exclusive live events, thousands of fights on-demand and original content to fans around the world.
Speakers (s):

Feryal Hemamda - Marketing and Public Relations Director, Asia, UFC

Date:
Fri, March 16, 2018
Time:
08:00 AM - 10:00 AM
Venue:
British Chamber of Commerce, 39 Robinson Road, #11-03 Robinson Point, Singapore 068911
19 are attending this event. Click to view list
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Speaker (s):

Feryal Hemamda - Marketing and Public Relations Director, Asia, UFC

Date:
Fri, March 16, 2018
Time:
08:00 AM - 10:00 AM
Venue:
British Chamber of Commerce,
39 Robinson Road,
#11-03 Robinson Point,
Singapore 068911

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19 people are attending this event. Click to view list
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