AIMCO to host exclusive webinar with System1 VP Mehra Jehangir
AIMCO will be hosting an exclusive webinar for its members, starring System1’s Mehra Jehangir.
The announcement:
The Australian Influencer Marketing Council (AiMCO) has today announced a new exclusive webinar for its members, featuring System1 vice president Mehra Jehangir in an exclusive Australian presentation sharing breakthrough research on how advertisers can win across branding and conversion by blending entertainment, strategic branding, and frequency..
First presented at the Cannes International Festival of Creativity this year, the System1 and TikTok research builds on Les Binet and Peter Field’s foundational “The Long and Short Of It” principles, reimagining them for the short-form era.
The System1: The Long and the Short (form) Of It webinar for AiMCO members will be held on October 7, 2025.
Key insights set to be shared include how engaging stories drive attention and brand growth, how creator-led content and smart branding delivers conversion, the use of emotion to allay indifference, and the importance of early branding and frequency in campaigns.
Jehangir has worked for media, technology and FMCG organisations across Australasia and the Asia Pacific for nearly 20 years, advising the C-Suite of many of APAC’s leading companies.
She has led high-growth sales and partnership teams at organisations like the Australian Association of National Advertisers (AANA), Gerson Lehrman Group (GLG) and GlobalData, where she leveraged data analytics to inform strategic decisions. Notably, her role at the AANA provided her with firsthand insights into the challenges and opportunities facing the advertising industry in balancing effectiveness with genuine creative risk.
Jehangir is now the vice president of business development and partnerships, APAC, at System1 – a global marketing research and effectiveness company. She has a deep understanding of System1 principles, particularly the brain’s intuitive thinking processes, and a proven track record in driving strategic growth.
AiMCO managing director, Patrick Whitnall, said: “We are thrilled to have Mehra sharing her groundbreaking insights exclusively with our members – it’s a real coup for our organisation.
“This webinar is all about showing our members how to stop the scroll and grow their brand, with evidence-backed creative strategies tailored for short-form video. Mehra brings a unique perspective on the intersection of data-driven effectiveness and creative strategy to this session. She is passionate about exploring how brands can achieve both high impact and creative distinctiveness and she’s committed to challenging the status quo and advocating for a future where brands can achieve both five-star System 1 ratings and truly memorable creative campaigns.”
Commenting on the webinar, Jehangir said: “I’m looking forward to partnering with AiMCO to bring these insights on short-form effectiveness to the Australian market. This isn’t about incremental improvements; it’s about a new framework for creative success. Members will walk away knowing exactly how to leverage emotion and data analytics to create campaigns that are not only memorable and distinctive but are scientifically proven to deliver both short-term conversion and long-term brand growth.”
The webinar will be held on Tuesday, October 7 at 10.30am AEST. It is free for AiMCO members. Registration for AiMCO members is essential as seats are limited.
Source: Third Avenue Consulting
