Thinking caps and boxing gloves
So how much is a new idea worth?
I ask that because last night it came up in conversation with a member of the digerati when I asked him if he was going to next Wednesday’s Battle Of Big Thinking.
At the time we were at the Smirnoff Black party at Carriageworks, drinking free cocktails while teetering on tiny catwalks threaded through a cavernous hall, surrounded by people who take far too much pride in their appearance. Fortunately, I like that sort of thing – but I digress.
Anyway, he was questioning the $260 cost of next week’s Battle, which takes place at the very same venue.
But I’d argue (and by the way I have no commercial interest in this), it may offer the best value of the year.
In case you’ve missed the format, let me fill you in.
Fifteen people, with three of them each talking about one of five topics. You can see the whole list here. The five topics are marketing & advertising, business, media, storytelling and government & social.
So what’s it got going for it that other events don’t?
First, the speakers. My highlights include:
Peter Williams, CEO of Deloitte Digital. I saw him a couple of years back at the iMedia conference. Still one of the funniest, most provocative, most intriguing speakers I’ve seen. His topic: “The formula for changing the world – leveraging quantum physics, complexity theory, social insects and anthropology.” I’m particularly intrigued by the insects.
Then there’s Jon Wilkins. He slipped into Australia a few weeks ago. Not only is he running one of Photon’s divisions (so technically he’s boss of BMF, BWM and others) but he’s also one of the three founders of Naked Communications, which began in the UK. The agency changed how people looked at media and communications strategy. He’s also one of the cleverest media people I’ve come across.
His topic: “It’s been emotional…but advertising’s central premise is dead.” (The emotional bit is, I’d venture, a reference to Vinnie Jones in Lock Stock and Two Smoking Barrels, but I guess we’ll find out next week.)
Next, Geoff Ross, creator of vodka brand 42 Below: “marketing is a bunch of arse”. Which says it all really.
I’m also intrigued to hear from Richard Slatter, the GM of We Are Hunted. That’s a Brisbane-founded music streaming site that made a big impact when it launched last year. His topic: “The music filter of the future – how digital will shape our taste in music.”
And in another burst of topicality, former Virgin Mobile marketer Jon Bradshaw, who popped up this week in the big role of brand director of Lion Nathan’s mainstream beer brands including Toohey’s and XXXX, is talking about creating unique brands in a homogenised world.
Another must hear: ABC Innovation’s head of strategic development Abigail Thomas on what the NBN will mean for the future of content.
And that’s less than half of them.
The format is intriguing too, particularly for competitive types like me. After each topic, the audience will vote by text on which of the three speakers was the biggest thinker. That will culminate in a further vote at the end of the night on who is the biggest thinker of the lot.
The pace is also going to be fast – microphones brutally switched off at the end of the 15 minutes, and the whole thing moderated by The Chaser’s Julian Morrow.
While I’ve never been to a TED (technology, entertainment, design) conference, I’m a keen viewer of the TED YouTube channel. The ideas being discussed and the short, sharp format reminds me a lot of TED.
And if you’re looking for any other reason, it’s also a fund raiser, for The Inspire Foundation, which is aimed at preventing youth suicide.
It’s all a very new format, and I reckon it will get bigger in future years too.
It runs from 12.30-8pm on March 17. Do give it a go…
Tim Burrowes
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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Peter Williams
Tim,
I’m interested to clarify that when you say you have no commercial interest in the event, that the banner ad at the top of your site plays no role in this editorial coverage?
Not trying to start trouble – just genuinely interested.
Cheers
karalee
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Hi Karalee,
Fair question. In fact we’ve donated the ad space because we think it’s a good initiative that we want to see succeed.
Cheers,
Tim – mumbrella
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Richard gave a presentation at the AIMIA Future of Digital event last Friday, great speaker and interesting ideas around Freemium, bundles and metered models. Would be even more interesting to hear him talk about We Are Hunted.
*cough*givemeafreeticket*cough*
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Great stuff – thanks for clarifying Tim. And well done in supporting the initiative!
Cheers
Karalee
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Whist they were doing it in Melbourne, I’d definitely be there.
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Richard spoke at TEDx Brisbane recently too – well worth it
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put me down for melbourne!
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