Martin Kelly
APAC Marketing Director | Brandwatch
Martin Kelly is a dynamic marketing leader with over 25 years of experience across industries including IT, insurance, education, banking, sport, automation, and cybersecurity. As Director of Marketing for APAC at Brandwatch, he leads regional strategy, brand positioning, and customer engagement.
With senior marketing roles across both APAC and Europe, Martin brings a global perspective to brand storytelling and digital transformation. He is passionate about combining data-driven insights with creative execution to deliver campaigns that resonate and drive results.
A regular speaker at industry events, Martin is a vocal advocate for authenticity, connection, and trust in marketing. His leadership style is grounded in collaboration, curiosity, and a relentless focus on delivering value to both customers and teams.
As the lines between technology, culture, and consumer behavior continue to blur, marketers face a new challenge: how to embrace innovation without losing authenticity. In this session, Martin Kelly—APAC Marketing Director at Brandwatch—presents five major social trends that are reshaping marketing in 2025 and beyond.
Based on insights from over 700 global marketers and real-time social listening data, these include the rise of AI-generated content and the need for authenticity,shifting search behaviors driven by social platforms, and the growing influence of peer-to-peer recommendations and community engagement.
Drawing on brand examples from APAC and Korea—including AI-powered advertising, community-led campaigns, and the rise of “deinfluencing”—Martin shares practical insights on how marketers are responding to changing consumer expectations. This session will highlight how brands can adapt to new social behaviors, build authentic connections, and apply emerging trends in a way that creates real business impact in 2025 and beyond.
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