Bold marketing grabs attention but how do you turn that into actual sales?

In a fragmented attention economy, where consumers are constantly switching between platforms and messages, standing out is harder than ever. Amy Gan, Vice President of Marketing at Etika Group, shares how bold, unconventional campaigns can cut through the noise… and more importantly, how they translate into real demand.

Drawing from Etika’s experience managing challenger brands, Amy breaks down what it really takes to move beyond safe marketing and create impact that shows up on the shelves.

We explore:

• Why playing safe may be the biggest risk for brands today.

• What “bold marketing” actually means in practice.

• How guerrilla tactics and timing create outsized attention.

• The role of availability, visibility, and accessibility in converting demand.

• Where to draw the line between bold and reckless.

This episode of Marketing Mojo was brought to you by BFM Brandfest. This event is happening on the 22nd and 23rd July at Nexus Bangsar South.