The fight for PR turf, secrets of successful campaigns, free speech and ad bans to be discussed at Mumbrella360
Senior executives from The ABC, Fairfax Media, News Corp and Bauer Media and top ECDs from Droga5, The Special Group and 303 Lowe are among the final panellists to be announced for Mumbrella360, which takes place in a fortnight’s time.
Steve Coll, ECD at Droga 5, at Mumbrella 360 last year
The full lineup for four more panels have been released today. They cover the fight for what was traditionally media agency turf, how advertising is regulated, the realities of free speech and the secrets of a great creative campaign.
In The Great Convergence, panellists will debate the changing battle for agency turf. The debate was inspired by UM boss Mat Baxter’s declaration that his company was no longer a media agency and would be in a position to fight for earned media against traditional PR agencies. At the time, his claims were rebutted by the Group CEO and founder of PR agency One Green Bean and ad agency Host, Anthony Freedman, who will be on the panel.
Also on the panel is social strategist Karalee Evans, who blogged earlier this month on “the Great Convergence” of agency offerings. Evans has worked clientside and at PR, creative and digital agencies. And Steve Coll, ECD of creative agency Droga5 who is a long time champion of creating campaigns that generate PR, will also be part of the conversation.
And they will also be joined by MEC chief strategy officer James Hier, who has been rethinking opportunities for agencies around consumer data. The panel will be moderated by Mumbrella editor Alex Hayes.
Meanwhile, journalists and media commentators will debate Do We Really Want Free Speech? in a panel moderated by Bauer Media’s editor-in-chief of real life titles Paul Merrill. The panel has been inspired by issues like the Charlie Hebdo terrorism attack and the sacking of SBS journalist Scott McIntyre over hisTwitter comments on Anzac Day.
Speakers include News Corp editorial director Campbell Reid, Sydney Morning Herald editor-in-chief Darren Goodsir, and new Australian Press Council chair David Weisbrot.
They will be joined by the ABC’s head of current affairs Bruce Belsham, who provides editorial leadership for ABC content including 7.30, Lateline, Four Corners and The Drum. And also on the panel is outspoken radio and TV commentator Jason Morrison.
Regulation of the advertising industry will also be covered at Mumbrella360. In Dear Sir, Please Ban This Ad, agency ECDs Richard Morgan from 303Lowe and Dave Bowman from The Special Group will be joined by one of Australia’s most senior marketers Damian Eales from News Corp to discuss some controversial campaigns scrutinised by the Ad Standards Bureau. Also on the panel, moderated by Mumbrella’s Tim Burrowes, is ASB CEO Fiona Jolly.
In Behind The Scenes In Creativity, a panel of agency creatives will share the secrets of some of their best recent campaigns. Steve Coll will lead a discussion with Justin Drape, chief creative officer of The Monkeys, Kieran Ots, creative director of Leo Burnett Sydney, 303Lowe’s Richard Morgan and Aden Hepburn from VML exploring the real behind-the-scenes story of successful campaigns.
Mumbrella360 takes place in a fortnight, at the Hilton Hotel in Sydney on June 3 and 4. Further details and tickets are available via this link.
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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do you really have to give creedence to UM’s unsustantiated and prima facie absurd proposition that they’re going to become a PR player? they’ll have no more luck at this than the ad agencies who’ve tried it … in the case of the latter, they’ve only garnered earned media by backing it with a big ad-style budget that’s unheard of in real PR-land (eg Best Job in the World was seeded by ads and the job itself was a paid position)
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Best Job was seeded with recruitment ads – hardly big budget.
There are numerous other examples of PR led campaigns coming from ad agencies – MJ Bale springs to mind and that had no ads.
The thing about PR is that it is changing – current PR agencies need to invest to change with it whilst at the same time some of the smarter ad agencies are investing in it.
Who will get there first? Depends on who gets the good talent and has the clear airspace to succeed.
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