Building the delegate acquisition platform and leading digital marketing for one of Asia's premier poultry science events — held at KLCC, in conjunction with a major regional livestock exhibition.
The 2nd WVPA-WPSA Scientific Conference was organised by the Malaysian branches of the World Veterinary Poultry Association (WVPA) and the World's Poultry Science Association (WPSA) — held at KLCC alongside Livestock Asia, a B2B livestock industry exhibition connected to UBM plc's events portfolio at the time.
The role here was dual. As lead marketing for UBM / Livestock Asia, Sufian was embedded with the exhibition organiser — driving the full marketing function for the event itself. Simultaneously, he sat on the WVPA-WPSA conference organising committee as their marketing representative, bridging both organisations and ensuring the scientific conference and the broader exhibition spoke with one coherent voice.
That meant the landing page, press releases, email campaigns via Adestra, Google Analytics — the complete digital marketing stack, running across both the exhibition and the scientific conference.
The first website that shaped MuckaMedia's direction.
This project became a turning point for M Sufian Zahari. Coming from a background in marketing, advertising, copywriting, media planning, and event communications, he approached the website not as a technical exercise, but as a communication tool — a page that needed to guide delegates, explain the conference, support registration, and connect the scientific event with the wider exhibition audience.
"This was the first website I built myself. My background was marketing, copywriting, advertising, and media planning — so the starting point was not code, but understanding what the page needed to do."
M Sufian Zahari — Founder, MuckaMedia
The World Veterinary Poultry Association Malaysia (WVPA) and the World's Poultry Science Association Malaysia Branch (WPSA) are the Malaysian chapters of two of the world's foremost poultry science organisations — representing veterinary professionals, researchers, and industry practitioners across the country.
Their joint conference at KLCC was a landmark event for the local scientific community — bringing Malaysia's poultry sector into dialogue with the global stage.
Livestock Asia was part of UBM plc's B2B events portfolio at the time, bringing livestock industry professionals to KLCC. The WVPA-WPSA Scientific Conference sat within this wider exhibition context, so the communication work needed to connect scientific conference delegates with the broader livestock industry audience.
The official conference eBrochure was a key asset in the delegate acquisition campaign — distributed digitally to scientific networks, professional bodies, and conference mailing lists across the region.
It carried the full programme, speaker profiles, submission guidelines, and registration details — all designed to move a researcher from awareness to registration in a single document.
Download Conference Brochure ↗
From opening keynotes to technical paper presentations — the 2nd WVPA-WPSA Scientific Conference was a full two-day programme bringing the region's brightest minds in poultry science together under one roof.
Day 1 — 21 September
Day 2 — 22 September
As lead marketing for UBM / Livestock Asia — the B2B events organiser behind the exhibition at the time — and simultaneously on the WVPA-WPSA conference committee, every delegate and visitor-facing communication ran through one desk. Strategy, copy, email, press, and data — all owned, planned, and executed end to end.
Two analytics platforms running in parallel: Google Analytics across all web properties for traffic, behaviour, and conversion tracking; Adestra for email campaign performance — open rates, click-throughs, and audience engagement per newsletter send. Together, a full view of the delegate acquisition funnel from first email to confirmed registration.
Before MuckaMedia became a website and SEO studio, the foundation was already there.
Marketing strategy, copywriting, event communication, media planning, audience targeting, and campaign execution. The WVPA-WPSA project shows that early direction clearly — digital work built from a communication-first mindset.