What content should we create today?


Said every marketer at some point... It’s time we figure content marketing out, and use it to grow your business.

Brands supporting Underdog Con

Content marketing is a big hairy mess

Nobody knows what really works. You go on Instagram, and see a video of Gary V shouting, “Yo, post 100 pieces of content today! “.

Feeling fired, you tell your team, “Guys, let’s shoot a video and post today”. Repurpose it to TikTok and YouTube too. Your team becomes fired up too. This time it’s going to work. Our followers are going to increase and we’ll start getting conversions!

Two weeks pass, your content team gasses out and your Instagram page becomes quiet again.

Number of conversions from Instagram = 0

You, me, them… the copy-cat marketer

So why is content marketing a black box? Is it something you can only learn through trial and error?

Partly, the reason we s*ck at content marketing is because we’ve never studied it! Maybe some of us took the initiative to join an online course.

But most businesses (even marketers) have never studied content marketing. The pressure from the market forces them to do, so they do it anyway.

Surprise, surprise! We end up becoming copycat marketers. Ooh, this guy has lots of followers! COPY. Oh wow, this brand seems to be successful with videos. COPY THEM!

But copying others doesn’t work, for a very simple reason: Every business is unique. Your content marketing should be different as well.

What if there’s a better way to discover content marketing? Not by copying. But by discovering what goes behind-the-scenes?


Underdog Content Con

Walk into a conference. No, an opportunity… to learn untold content marketing lessons shared by practitioners and network with some of the most driven marketers and business owners.

Lessons, that can be applied.

No hucksters sharing stuff they don’t even do. None of that “I got this from the internet or ChatGPT” bullsh*t. We curate every session and the generous speakers share case studies.


Crowd, like no other.

99.99999% of conferences are networking. We know that.

You’ll feel the difference within the first 5 minutes at Underdog Con. It’s weird to call a crowd ‘high-quality’. But it is true. The type of people you meet at Underdog Con are driven, show up on time, and share generously.


Go home, a better version of yourself.

Everyone leaves with something – a business opportunity, connection, or lesson. We’ve seen partnerships and business deals formed out of the past Underdog Cons, and thought to ourselves – this is great!

300 Attendees

No free tickets, ever! Not because we’re greedy capitalists – but because charging for the event brings the best kind of people. This small thing makes Underdog Con different. See who’s attending here.

8 Speakers

We ask speakers to share case studies and lessons. Stuff they have done. You’ll get the view behind their marketing strategies, metrics, numbers, what worked and what didn’t. 

7 Hours of Value

Attending a conference is one of the best ways to invest in yourself. We’ve experimented with different formats and found a 1-day conference gave participants the most value.

No ragrets!

Admit it. You’ve made typo mistakes in your content.

The difference with us? This one’s on purpose.

The only regret you’ll have is not attending…

Every.single.feedback. We took every feedback from the past events, and use them to make the upcoming Underdog Con even better. You seriously don’t want to miss this.

A conference for 1,000s? Yeah, uhh, no.

We’re not interested in running super-HUGE events and inflating our egos.

We continue running Underdog Con for one reason – to provide a space to learn, network, and do business with the best. (Ok, that’s 3 reasons) A conference, 150 to 300 participants big, is the sweet spot.

You’ll never feel like a stranger at Underdog Con.

Who spoke?

Meet the generous people willing to share their case studies and marketing strategies in an effort to help everyone grow.

Reuben Ch'ng

Reuben Ch'ng

Founder, Daily CMO

Helping marketers and businesses to grow.

He started his career as a musician, music producer then business owner when he started The Cat Studio.

Reuben started doing marketing for himself, learning through trial & error – before helping other businesses.

One of his earliest tactics to market his music school was to print and deliver flyers by hand. Over time, he began to do more advanced marketing.

When he was a music producer, he worked on various projects for brands like Ridsect and History Channel. Some of his work appeared in cinemas and broadcasts.

In 2016, Reuben joined MobileAds.com as a business development lead. Over a tenure of nearly 2 years, he helped the company secure 6-figure advertising campaigns with brands like Nandos, TNB Malaysia, and Proton, by knocking on doors. Those years built up his salesmanship.

Today, he mainly spends his time at Cat Insights, a digital marketing company he set up to help companies grow revenue.

As a teacher, he teaches marketing courses at LEAD and Spiccato and has trained companies like MediaPrima Digital, Heineken and Capitaland. Also as head of marketing, he lead marketing for LEAD.

Gajen Nad

Gajen Nad

Stand-up Comedian

From IT consultant to global comedian.

Gajen Nad is a Malaysian stand-up comedian, emcee / mc (master of ceremony) & a motivational speaker. He also has a NETFLIX comedy special titled, Professional Mixed Breed, available worldwide.

Rewinding back, he started stand-up comedy part-time in 2012. He has a Mechanical Engineering degree from Monash University & he used to work as an IT consultant in Accenture. In 2018, he left his job to pursue comedy & emcee full-time. Known for his clean & intellectual jokes. He doesn’t use/do vulgarity, sex & religious jokes. His jokes revolve around diversity, family, work, news, movies, relationships & traveling.

As an emcee, he is very engaging and funny as he enjoys playing games on stage, interacting with the crowd, he knows how to blend between formal and casual. Most of his clients are MNCs like Accenture, HSBC, J.P. Morgan, Johnson & Johnson, Intel, Dell, McDonald’s, IKEA, Herbalife, Cycle & Carriage, BMW, Herbalife, Roche & many more.

Ren Yi Chin

Ren Yi Chin

Co-founder of myBurgerLab

Shifting from introvert to culinary pioneer.

Chin Ren Yi, co-founder of Malaysia’s MyBurgerLab, embodies entrepreneurial grit and culinary ingenuity. From humble beginnings, he transformed his introverted nature into a driving force for success in the food industry. In 2012, Chin co-founded MyBurgerLab, revolutionizing Malaysia’s burger scene with charcoal buns and innovative flavors like laksa and budu.

Despite facing obstacles, including parting ways with his original co-founders, Chin remained steadfast in his commitment to his vision. His journey includes unconventional experiences, such as skipping school to learn from a local coffee shop and drawing inspiration from renowned establishments like In-N-Out Burger.

Beyond mere sales figures, Chin prioritizes happiness in business, fostering a culture that resonates with both his team and customers. His story, featured on Gen.T’s Crazy Smart Asia podcast, inspires aspiring entrepreneurs to pursue their dreams with resilience and determination. Chin Ren Yi’s entrepreneurial odyssey serves as a testament to the transformative power of passion and innovation in the pursuit of excellence.

Peter Yong

Peter Yong

Founder, Mr Money TV

Simplifies Finance Through Media.

Peter Yong, is the founder of Finlit Media, a media start-up that focuses on transforming lives through edutainment content.

Peter is also known as the host for Mr Money TV, the first financial channel in Malaysia, with more than 10 years experience as a financial planner/ advisor.

Through his creative story telling process, he simplifies complex financial concepts into informative content that people can act upon.

He has worked on multiple content marketing campaigns with different financial institutions internationally and locally such as MOF, KWSP, BSN, PNB, AHAM Capital, Prudential, etc, in improving the quality of life among Malaysians with financial literacy.

He holds a degree is psychology and business management. He is also a Registered Financial Planner (RFP) with Malaysian Financial Planning Council (MFPC).

Mimi Thian

Mimi Thian

Creative Marketer and Content Producer

Creating content that flies & engages.

Mimi Thian is a content creator specializing in crafting compelling narratives that resonate with audiences and creating inspirational content for brands.

Initially immersed in post-production within the animation industry, she transitioned to developing 3D assets for gaming before delving into camera tracking and match moving in the VFX field for various Hollywood productions.

Her journey then led her to explore marketing, videography, photography, motion graphics, and storytelling through content creation. With a diverse portfolio of collaborations with global brands and clients, she deeply values the seamless fusion of visual storytelling and experience design to craft authentic and inspiring narratives.

Her passions lie in experience design and creating content that inspires.

Maton Shukor

Maton Shukor

Creative Director, Nuren Group

Hybrid writer with unique insights

Meet Maton, a seasoned professional with over 15 years of experience in the creative
and marketing industry. As a unique hybrid writer, she effortlessly transitions between
languages, seamlessly blending the art of storytelling with deep consumer insights
and behaviors. Maton’s journey into the world of writing began with a dream, which
transformed into reality when she was recruited by renowned agencies such as TBWA
and Creative Juice.

One of her notable achievements includes winning a prestigious Silver Lion in Cannes for her work on “Eveready Book of Play” (Sang Kancil Cari Cahaya), an outstanding Malay language creative that broke new ground at the festival. Throughout her career, Maton has collaborated with both local and international brands, including Apple, Digi, Nando’s, Eveready, Skyscanner, and Traveloka.

Beyond her passion for advertising and marketing, Maton finds joy in other creative pursuits. She loves to indulge in cooking, immerse herself in captivating books while watching thunderstorms, and admittedly spends an excessive amount of time on Netflix. Currently, she channels her expertise and enthusiasm for the industry as the Creative Director at Enlinea Sdn Bhd, where she played a pivotal role in shaping the creative vision for the company’s digital publications, namely Motherhood, Kelab Mama, and Ibuencer. Collaborating closely with the editorial and social media teams, she infused these platforms with captivating and engaging content that resonated with the target audience.

With her extensive experience and versatile skill set, Maton continues to make a significant impact in the creative and marketing industry, leaving a lasting impression on every project she undertakes.

Isaiah Saw

Isaiah Saw

Nuffnang Malaysia,

Innovates Campaign Strategies

ISAIAH SAW is currently the Senior Leader of Nuffnang Malaysia, Asia’s leading influencer and content marketing company. He specializes in campaign strategies and product innovation of the company.

A seasoned professional, he believes in fostering creative thinking and collaboration. Isaiah revels in building teams, developing human capital, and implementing processes that fosters courage, creativity and results. He values having a beginner’s mind and looks to create value for others by looking at and solving problems from diverse angles. 

With a knack for creative solutions, Isaiah wants to bring fresh perspectives and resourcefulness to drive excellence and innovation. 

Dulya Wijeratne

Dulya Wijeratne

Cult Creative

Drives Collaborative Success

Dulya Wijeratne is the Head of Client Success, specializing in social media marketing and business development in the fashion, beauty, luxury retail, and hospitality industries.

With four years of impressive experience, Dulya’s career trajectory has taken her from a Business Development Intern to a BD & Partnerships Executive, and then to influencer and UGC marketing.

She has orchestrated KOL events for Pavilion Group and collaborated with top-tier clients including TROVE, Bata Malaysia, DressingPaula, Hotel Indigo (IHG Group), Huckleberry, and LUMI Beauty. At the Underdog Conference, Dulya will share her expertise in driving client success and impactful social media strategies.

Weng Honn

Weng Honn

Taylor University’s Team Entrepreneurship Coach

Enhances Brand Presence

Weng Honn is a versatile content marketing expert who thrives on creating impactful and meaningful content that drives results.

With a strong foundation in SEO, social media, content strategy, and digital marketing, he has successfully enhanced the online presence of numerous brands.

Weng’s innovative mindset and dedication to excellence drive his success in the field. His flair for producing compelling content and his passion for creating authentic brand narratives have helped his clients connect with their target audiences and achieve their marketing goals.

By blending creativity with strategic thinking, Weng consistently delivers high-quality content that stands out in the competitive digital landscape.


09.30 am – 10:00 am

Registration & networking

10:00 am – 10.15 am

Your Company is a Media Company. Act like one!

Reuben Ch’ng, Daily CMO

10:15 am – 11:00 am

Content to Community & Customers. Lessons from an F&B chain owner

Ren Yi Chin, myBurgerLab


11:00 am – 11.45 am

Scaling a Content Team: From Solo Creator to 10+ Content Team

Peter Yong,Mr Money TV

11:45 am – 12:30 pm

Fireside Chat: What’s working in content marketing right now

Isaiah, Xamble, Nuffnang

Weng Honn, Taylor University’s Team Entrepreneurship Coach

12:30 pm – 1.30 pm

Lunch break & networking 

1:30 pm – 2.15 pm

5 Marketing Tips From A Stand-up Comedian

Gajen Nad, Stand-up Comedian

2:15 pm – 3:00 pm

From Marketplace to Media Company: The Power of Three C

Maton Shukor,Media Division

3:00 pm – 3.30 pm

Tea-time & break

3:30 pm – 4.15 pm

From Zero to Viral: Creating Content That Spreads Like Wildfire

Mimi Thian, Ex-Mindvalley

4:15 pm – 5:00 pm

Power of UGC: Turning Customers into Brand Champions, and Marketing at Scale

Dulya Wijeratne , Cult Creative

5:00 pm – end


Not just the videos

When you purchase Underdog Con online access, you’ll become part of our community. We host our community on a forum – where you’ll find recordings from the conference and a place to continue networking with the others – before & after the event.

Lifetime recording

Watch lifetime recordings from the conference. They will be edited and available for viewing within 7 days after the livestream ends.

Lifetime community

You’ll always have access to the recordings and community – for life.

Networking access

Continue building relationships with key people on the platform and find opportunities.

Underdog Tee

As a welcome gift, you’ll get a free Underdog T-shirt sent to your doorstep when you buy an online ticket.

Get an online access

Watch the 8-hour event online just like a real attendee, but at your own pace.

access ticket

Lifetime access to event recordings

Over 8 live speeches, fireside chats, and Q&As

Lifetime access to Underdog online community

Software and perks from partners and sponsors

Free Underdog T-shirt shipped to you