Bringing Business Giants to Singapore: Q&A with Andrada Borda, Marketing Manager of Brand Minds Europe & Asia

Andrada Borda ‘s journey in adve­rtising involved working with big accounts in Romania and Europe, from a vast diversity of professional backgrounds.

From campaigns set-up for pharmaceutical companies, music industry stars and food industry’s Master Chef personalities, to being featured in publications like Forbes and, now, working at Brand Minds Europe and Asia, as Marketing Manager.

LadyBoss interviewed Andrada Borada to learn about Brand Minds Asia. Brand Minds Asia is taking place at Suntec Convention Center on October 25, 2017.

Brand Minds is working to bring some of the most inspiring leaders and iconic personalities in the world, for people to find out their stories and taste a piece of their knowledge.

Q: What is Brands Minds Asia all about?

A: Brand Minds was designed to be an authentic source of inspiration and motivation for people to act on their dreams and change the world. All this gathered in an amazing and exquisite experience, from A to Z. It is, literally, the vision of Avi Cicirean (the founder), who believes that life is about creating value for the people surrounding us and leaving something behind us. Something that would last long after we’ll be gone.

Describing it from the perspective of the project, Brand Minds is working to bring some of the most inspiring leaders and iconic personalities in the world, for people to find out their stories and taste a piece of their knowledge.

Everybody knows these people’s amazing achievements and success, but how many of them know the stories and the struggle behind them?

Gary Vaynerchuk is one of the most famous serial entrepreneurs in the world, at the moment. Fresh out of college, he took his family wine business and grew it from a $3 million to a $60 million business in just 5 years

Q: Who are some of the entrepreneurs who will be presenting at Brands Minds Asia?

A: They’re amazing people willing to share their experience with us. Two highlights are Gary and Karim:

Gary Vaynerchuck

Gary Vaynerchuk is one of the most famous serial entrepreneurs in the world, at the moment. Fresh out of college, he took his family wine business and grew it from a $3 million to a $60 million business in just 5 years. Now he runs VaynerMedia, one of the world’s hottest digital agencies.

Karim Rashid

Karim is just amazing! I remember the first time I reviewed his design work, I spent a hour and a half just scrolling through his website. The man was definitely born to prove that we know so little about imagination and its boundaries.  4000 designs in production, nearly 300 awards to his name, and client work in over 40 countries. He is also regularly featured in print and digital platforms by media companies like CNN, Vogue, Elle, GQ, The New York Times, and countless more.

Q:Why should entrepreneurs attend Brands Mind Asia?

A: Because a life changing experience! It’s about the energy and the vibe you’ll feel in a hall filled up with 2000 people that are going to change the world as we know it.

After Brand Minds, you just can’t go home and sleep well. The only question you’ll be asking yourself after the event will be: Do I really need to sleep? Because I’m definitely starting tonight! There’s no “starting tomorrow” after Brand Minds.

Q: So, to market a conference like this – which is the most effective platform for you?

A: If by platform you mean communication wise, I would say LinkedIn is definitely the funnel that works best for us. And that is, first of all, because of its usage: business networking with accent on business. It’s not necessarily the audience that makes it fit for us, because part of the audience you’ll find it, as well, on Facebook or Instagram. It is about the reason people are spending time on this particular Social Network and that reason is: business purposes.

Would you rather spend your time on Linked In than on Instagram? Then it’s more likely you’d be interested in the value that Brand Minds Asia is offering to the community.

The second reason is the content is being uploaded on LinkedIn. It’s more likely to engage with a business event on a social channel where people are posting related content, than on a channel where people are posting personal content and cat pictures.

You might get AI to set you up with the best marketing strategy for your business, but it’s always going to be people when it comes to creating amazing campaigns

Q: There has been a lot of discussion on how paid ads are no longer as effective as before, it is also getting too expensive. What other alternatives do you suggest business owners look at?

A: It depends on what your business is about, but I would suggest endorsement through relevant influencers and creative activations. I remember a brilliant campaign of a particular brand that sells personal care products, called Sunslide. They set up an inflatable slide by the seaside, with a spraying system to protect the kids from being sunburned. Imagine that all the kids that would use the slide would be sprayed with sunscreen and have fun in the same time!

Q: What is your favourite marketing automation tool?

A: Buffer. Saves a lot of time when it comes to content planning. Even so, when we’re talking about customer care, I tend to lean towards a human approach then to a pre-set automated message.

Q: Do you think marketing jobs will be taken over by AI soon?

A: Some of them yes, still, none of those which involve creativity or human approach. You might get AI to set you up with the best marketing strategy for your business, but it’s always going to be people when it comes to creating amazing campaigns based on creative concepts.

Written By

Co-founder and Business Development Director of LadyBoss, Melissa is a multi-hyphenate. Her other role is at BiTS (a business intelligence tech startup in Singapore) as their chief marketer and consults for various other startups. She dreams of saving the world. When she's not working, you'll find her soaking up the sun at the beach or enjoying a strong cocktail at a fancy bar! Connect with her on LinkedIn:

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