Major media players from television networks and publishers join BEfest speaker lineup
A string of new speakers have joined the program for next month’s BEfest, Mumbrella’s festival of content marketing and branded entertainment.
The Guardian’s MD McClelland
A panel on native advertising will see four of the biggest local players in the fast developing space – The Guardian Australia, Mamamia Network, Sound Alliance and Fairfax Media – united on stage to share case studies.
During the panel, the boss of The Guardian Australia Ian McClelland will share publicly for the first time a local native advertising campaign which tapped into the masthead’s data journalism skills.
McClelland will be joined on the panel by Kylie Rogers, the sales boss of Mamamia; Tim Duggan of The Sound Alliance which owns sites including Mumbrella Awards media brand of the year Junkee, FasterLouder and inthemix; and Felix Krueger, who leads custom solutions at Fairfax Media.
The native advertising panel will be moderated by industry association Publishers Australia’s executive director Tim Addington.
Another panel will feature case studies from Australia’s biggest TV networks with examples of brand integration into TV shows on Nine, Seven and Foxtel.
Nine Entertainment Co’s director of content and brand integration Lizzie Young will discuss integration of brands into shows such as The Block, Big Brother and The Voice.
And Gemma Hunter, executive creative director of Mediacom Beyond Advertising will present the case study of the brand funded Westpac Air Rescue series which was broadcast on the Seven Network.
The panel will also hear from Libby Minogue, national director of Multiply Integration and content partnerships at Multi Channel Network, which runs media sales for most of the channels on Foxtel. The discussion will be moderated by Justin Ricketts, CEO of Mediabrands’ branded content agency Ensemble.
The conference will also feature a series of panels discussing all aspects of how to develop a content marketing plan.
Speakers on developing a strategy include Storyation’s Lauren Quaintance, The One Centre’s John Ford and Cannes Titanium-winning strategist Kate Smither.
CPA’s Carroll
The session on executing a content plan includes Lisa Carroll, executive GM of communications at CPA Australia, which has won a number of awards for its content marketing. She will be joined by Mahlab Media’s chief content officer Martin Wanless, Fergus Stoddart of Edge, and Kristen Vang, founder of WA brand experience agency Hatchd.
As Mumbrella revealed last week, the kyenote for the event will be presented by Nick Worthignton, ECD of Colenso BBDO Auckland, which was recently named the world’s “smartest” creative agency by advertising research organisation Warc.
Worthington will discuss the agency’s philosophy of “Love & Trust” and share the story of its six year journey away from traditional advertising.
In his previous role at Publicis Mojo, Worthington was ECD of the Schweppes branded entertainment film Signs which was one of the first of its type to go viral with more than 10m views on YouTube.
As Mumbrella has also previously reported, among the panellists discussing distribution strategy will be Karen Nelson-Field of the Ehrenberg-Bass Institute for Marketing Science who will share her controversial research on video sharing. She will be joined by Ayal Steiner, boss of content distribution platform Outbrain, and Matt Tindale, director of marketing solutions at LinkedIn.
- Early bird discounts for the conference expire at the end of this week. Details of tickets and the programme are available via this link.
- The closing date for this year’s BEfest Awards is also this Friday.
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I’m not sure all these ‘experts’ will deliver great ‘insights’ that can be activated /created if you don’t have $4m or so to spend……..
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