The 2016 Dscoop Asia conference has kicked off in Singapore, with creativity, innovation and change taking centre stage.
This year’s Dscoop Asia-Pacific and Japan (APJ) event, with the theme 'Winning Inspirations', marks the first time that creative agencies, print service providers and brand owners have all come together for the same conference. About one thousand guests and members of HP’s user group from across the Asia-Pacific region have come to the Grand Copthorne Waterfront Hotel in Singapore to connect and learn from one another.
Change and creativity are the major themes. Dscoop chair Kelvin Gage, of Dominion Printing in Sydney, opened the proceedings with a Donald Trump-esque call to “make print great again”. He was joined on stage by Richard Bailey, President of HP’s Asia-Pacific and Japan Region, who took the audience through HP’s “three waves of innovation” – capitalisation, innovation, and creation.
A variety of speakers shared their perspectives on business transformation, including keynote speaker Lou Dela Pena, CEO of marketing and PR agency Publicis Singapore, who warned guests that “if you don’t lead the change, change will lead you”.
“If there is no real will to change and leave things behind, it is impossible to transform and achieve your ambition,” she said.
The power of personalisation was also on display, with a TED-style talk from Photobook Worldwide’s Hanny Gan illustrating how it could change lives. Gan told a heartfelt story of a woman whose father adopted and raised nine children by himself, and was given a photobook as a gift to help him remember their childhoods.
Roy Eitan, director and GM of Indigo and inkjet solutions for HP in the APJ region, showed off how HP Indigo could be used for mass personalisation, creating new experiences that connect physical and digital elements of brands. He pointed to campaigns by Oreo, whose “Colorfilled” promo allowed users to design and send personalised cookie packs to their friends, and Coke, whose “Extraordinary Collection” of millions of computer-generated designs for glass bottles had turned a bottle of Coke into a collector’s item in Israel, as examples of how mass personalisation could help a brand engage with its audience.
Downstairs from the presentations, a product fair gives stallholders from print service providers and creative agencies the chance to interact with brand owners and other potential clients one on one.
At the same time, workshops from HP and other speakers offer guests opportunities to see how they could make the power of digital printing work for them in the rapidly changing marketplace.
The Dscoop conference moves to HP’s Singapore Centre of Excellence (COE) for Day 2.
More to come…
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