Announcing Mumbrella Pro

Mumbrella has today launched Mumbrella Pro, an insights-led subscription offering which will be a sister product to Mumbrella’s regular output.

Mumbrella Pro offers subscribers access to a constantly growing library of video, audio and presentations from its portfolio of industry events including Mumbrella360, along with Australia’s most comprehensive database of brand-agency relationships.

Central to Mumbrella Pro is a catchup service featuring video of presentations from the annual Mumbrella360 conference. Consistent feedback from Mumbrella360 attendees has been around the frustration of needing to choose between several high-quality sessions going on at the same time.

Mumbrella Pro already features Mumbrella360 content from 2016 to 2019 with more being added to the library in the coming days.

Baxter’s Mumbrella360 keynote, which highlighted the impact pitching has on both staff and clients, is on Mumbrella Pro

This includes some of this year’s most talked-about sessions including the agenda-setting challenge to brands from Initiative global CEO Mat Baxter on reforming the pitch process.

The video library also features Mumbrella360’s on-stage conversation between Heart Foundation CMO Chris Taylor and Prof Mark Ritson telling the story of the organisation’s award-winning Serial Killer campaign along with coping with the PR backlash to its Heartless Words campaign.

Also on Mumbrella Pro is the data-rich presentation from Prof Ritson on global effectiveness awards, which proved to be one of the highest-scoring sessions ever presented at Mumbrella360.

Ritson’s presentation Lessons on Effective Advertising from Half a Century of Effie Awards achieved an average feedback score of 4.92 out of 5 from delegates.

Swati Bhattacharya on stage at Mumbrella360 – her session is available to relive on Mumbrella Pro

Mumbrella Pro also includes full session videos of Mumbrella360 speakers like Dollar Shave Club’s ECD Matt Knapp, FCB Ulka’s Swati Bhattacharya, WE Communications SVP of global marketing Kristin Flor Perret, VICE partner Erik Lavoie and more.

Multimedia content from the range of Mumbrella events, including Mumbrella CommsCon, Mumbrella Publish and the Mumbrella Marketing Summits series, will also be housed on Mumbrella Pro.

Where video is not available, audio files of full sessions as well as presentations will be published to Mumbrella Pro soon after the events, allowing delegates or those who missed the conference to revisit many of the sessions.

Martin Suter’s keynote from the Mumbrella Retail Marketing Summit is available to listen to on Mumbrella Pro

Content already available from Mumbrella’s Summit series includes Martin Suter, head of e-commerce for Greater China at AB InBev speaking at the Mumbrella Retail Marketing Summit, incoming CEO of Edelman Australia, Michelle Hutton speaking at Mumbrella CommsCon, Edison Research president Larry Rosin delivering the keynote at Mumbrella Audioland, and former chairman of Skins, Jaimie Fuller, addressing delegates at the Mumbrella Sports Marketing Summit.

Mumbrella Pro also includes improved navigation of what was previously Mumbrella’s The Source database. Updated by a team of researchers, it is aimed at media sales professionals and those in agency new business roles.

With more than 2,700 listings, Mumbrella Pro users can search brands, agencies and media owners for a range of information including senior staff members, current clients, rostered agencies, relationships to local and global networks and relevant content they have presented at Mumbrella events.

Subscribers to The Source will automatically receive access to Mumbrella Pro, with The Source due to be retired in the coming weeks.

The Mumbrella Pro project is the biggest upfront investment since Diversified Communications purchased Mumbrella in late 2017.

Mumbrella Pro is led by Damian Francis, Mumbrella’s head of paid content, while senior content journalist Abigail Dawson, operations manager Angelina Veloso and researcher Lara Holmes are also key contributors.

One Rise East and The Code Co were responsible for the design and build of the site.

Mumbrella Pro is available to view now with special introductory pricing currently available on both month-by-month and annual accounts. You can sign up here. Subscriptions start from a monthly fee of $79.


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