26/05/2026
Most marketers in 2026 are still asking the wrong question: what content should we create? The marketers who are winning are asking something completely different: "What content motion are we building around?" (quote TYPOON 10)
That distinction — and what it means for the future of brand-building in Asia — is part of the conversation that Ria Parikh will bring to the table at the 5th Marketing Exchange Forum.
🎤 Panel: Brand Storytelling & Transformation Beyond AI
📍 Soho House Hong Kong | 29 May (Friday)
On stage:
🔶Terence Ling — Chief Strategy & Innovation Officer, Omnicom Advertising
Two decades shaping APAC brand strategy across automotive, financial services, travel, hospitality and F&B. IPA, Effies, Tangrams and WARC award-winning strategist. Bringing the agency-side view of how the world's biggest brands are rewiring their storytelling for an AI-saturated feed.
🔶Ria Parikh — Founder, TYPHOON 10
The independent founder voice on why personal branding, executive-led, consultant-led, founder-led and creator-led personal branding is no longer optional in 2026. Ria will unpack the four content motions every brand now has to choose between — founder-led, team-led, brand-led, and community-led — and why the strongest strategies combine multiple motions instead of betting on one.
→ Moderated by Prof. Camilla Song — Assistant Professor, CityU Marketing
Bringing the academic rigour to pressure-test what actually works versus what just sounds good in a deck.
The questions on the table:
▪️ Why is "what should we post?" the wrong question — and what's the right one?
▪️ Founder-led vs team-led vs brand-led vs community-led: which motion fits which business, and why do most companies pick wrong?
▪️ When everyone has access to the same AI tools, what becomes the new unfair advantage in storytelling?
▪️ What should senior marketers stop outsourcing to AI immediately?
If you build brands, lead marketing, or run a business in Hong Kong or China— this is the 35 minutes of the day where the conversation gets honest about what AI cannot do for your brand, and what only a human content motion still can.
📅 5th Marketing Exchange Forum — The Future Asian Consumer: AI, Identity and Transformation
🏛️ Hosted by CityUHK College of Business — Department of Marketing, SMAU, and The Marketing Society
📍 Soho House Hong Kong, 33 Des Voeux Road West, Sheung Wan
🎟️ Registration below