March 17, 2020 | Park Hyatt Melbourne
The Mumbrella Automotive Marketing Summit – Melbourne returns for its second year. It features content that will change the way you think about your marketing strategy for 2020 and beyond. The industry has changed dramatically over the last year while the competition from brands has become even more fierce. Australia still remains one of the most competitive automotive markets in the world, not just from a manufacturer standpoint, but for parts, accessories and services as well. Don’t let your competitors get the jump – be sure to attend Melbourne’s only full-day conference specifically for marketers working in the automotive space.
Digital Innovation Lead, Australia & New Zealand, Amazon Web Services
Digital Innovation Lead, Australia & New Zealand, Amazon Web Services
Toni leads the Digital Innovation Program in Amazon Web Services across the ANZ region.
Toni started her career as a developer and is deeply passionate about building, experimenting and learning; and women in tech. She is a staunch advocate for the role a culture of innovation can play in transforming businesses. Prior to joining AWS Toni has experience in a range of businesses from universities and startups to large enterprise including Microsoft, Salesforce.
Head of Marketing, DiDi
Head of Marketing, DiDi
Joining DiDi in April 2018, Doug has been part of the launch team that has grown DiDi across Australia. Starting from almost 0% awareness, Doug has helped DiDi grow to be the #1 alternative rideshare platform in Australia, competing in an incredibly competitive market. With full autonomy on brand identity, Doug has localised and launched the brand, aiming to connect emotionally with riders and drivers in its first English speaking, Western market.
Prior to joining DiDi, Doug worked at Apple where he ran Apple Retail’s European Education and Business marketing programs, and at Citibank where he helped market their consumer credit cards.
Doug originally graduated from the University of Glasgow (in his home country, Scotland) and ESCP (France) with Masters degrees in both Aeronautical Engineering and European Business.
Head of Product Management & Marketing, Mercedes-Benz Vans Australia
Head of Product Management & Marketing, Mercedes-Benz Vans Australia
As the Head of Product Management and Marketing for Mercedes-Benz Vans Australia & New Zealand, Sabine Wagner brings twelve years experience working with Mercedes-Benz across Germany, UAE and Australia. Responsible for product management, sales planning and reporting as well as the marketing/PR strategy for Mercedes-Benz Vans in Australia and New Zealand, Sabine has played an integral role in bringing new products to the Australian market since her appointment to the position in 2016.
Known for their reliability and durability, the Mercedes-Benz Vans range includes the Sprinter, Vito, Valente, V-Class, Marco Polo ACTIVITY and the X-Class ute. With an emphasis on innovation, strength and category leadership, Mercedes-Benz Vans have pioneered many modern safety features and future-oriented technologies in their range. Uniting comprehensive vehicle concepts with typical Mercedes-Benz design expertise, the range offers options to support any customer.
Sabine was appointed Head of Product Management and Marketing in November 2016, having previously spent over two years as Market Manager for Sales Overseas, where she was responsible for the management of sales operations for Australia, New Zealand and South Africa. Her extensive experience with Mercedes-Benz includes roles in product strategy and marketing, both in Australia and abroad. In her time as Head of Product Management and Marketing for Australia & New Zealand, Mercedes-Benz Vans has maintained a market-leading position within the van segment, with successful launches of new vehicles such as the X-Class further building the brand’s profile.
Industry Head Automotive, Google Australia
Industry Head Automotive, Google Australia
As an Industry Head, Sean leads Google partnerships across Automotive, Retail, CPG and Media, he is also the Business lead of Google Melbourne. Sean is passionate about digital and marketing, with nearly two decades of working with diverse businesses across all aspects of business development and strategic leadership.
Sean experience includes developing partnership business plans, global deal structuring and commercialization planning through building high-performance teams and bring diverse groups together to deliver commercial outcomes that create value for both Google, it’s customers and partners.
Australia’s ride-sharing and transportation industry has been dominated by Uber, who arrived in the Australian market in 2012 and paved the way for Australia’s ride-sharing economy. But, this year challenger brand DiDi, which entered the Australian market in January 2018, is already making waves in the ride sharing economy.
With its marketing campaigns positioning the brand as the rideshare company where you ‘Do More and Pay Less’, how has DiDi managed to appeal to customers in the long-term and how has the brand put itself in front of the fierce competition between new entrants into the market?
In this session, hear from DiDi’s Head of Marketing Douglas Toy as he explains what role marketing has played in success, how the brand has been localised, how the brand managed to compete with Uber and Ola beyond price and how it managed to disrupt the disruptors.
Head of Marketing, DiDi
Head of Marketing, DiDi
Joining DiDi in April 2018, Doug has been part of the launch team that has grown DiDi across Australia. Starting from almost 0% awareness, Doug has helped DiDi grow to be the #1 alternative rideshare platform in Australia, competing in an incredibly competitive market. With full autonomy on brand identity, Doug has localised and launched the brand, aiming to connect emotionally with riders and drivers in its first English speaking, Western market.
Prior to joining DiDi, Doug worked at Apple where he ran Apple Retail’s European Education and Business marketing programs, and at Citibank where he helped market their consumer credit cards.
Doug originally graduated from the University of Glasgow (in his home country, Scotland) and ESCP (France) with Masters degrees in both Aeronautical Engineering and European Business.
Technology has always played an imperative role in the growth of Formula 1, but artificial intelligence and machine learning are changing how F1 automates, collects, analyses, and leverages data to make decisions. But how can new technology change car designs and improve fan experience?
In this insightful session Toni Knowlson, Head of Innovation at Amazon Web Services in ANZ, will lift the hood on how its partnership with F1 is increasing excitement for fans and how it has integrated real-time data and historical data to improve outcomes for race cars, drivers and fans.
Plus, hear how new technologies can be applied to different sectors of the automotive industry including product, design, experience and customer engagement.
Digital Innovation Lead, Australia & New Zealand, Amazon Web Services
Digital Innovation Lead, Australia & New Zealand, Amazon Web Services
Toni leads the Digital Innovation Program in Amazon Web Services across the ANZ region.
Toni started her career as a developer and is deeply passionate about building, experimenting and learning; and women in tech. She is a staunch advocate for the role a culture of innovation can play in transforming businesses. Prior to joining AWS Toni has experience in a range of businesses from universities and startups to large enterprise including Microsoft, Salesforce.
A high profile executive, Andrew Bowie was formerly the country manager for Uber Eats New Zealand after serving as Senior Marketing Manager for Uber in the same country and then Senior Operations Manager – South East & North Asia based in Singapore.
At the end of 2019 he left the safety of a large corporation to take a gamble on his own startup, MyAutoShop.co.nz, an Auckland-based company that provides consumers with tailored, up-front pricing for car servicing, then works closely with carefully vetted garages to get the right work done at the right price.
It was a huge gamble to take for a senior executive with a substantial marketing background who was not from the automotive industry.
In this session, Bowie will fly out from Auckland to discuss why he took the gamble to leave a high profile role for a startup in a new industry to him, how he found the gap in the market, what his perceptions are of the New Zealand automotive industry and the challenges and opportunities he faces with MyAutoShop.co.nz.
Founder, My Auto Shop
Founder, My Auto Shop
A high profile executive, Andrew Bowie was formerly the country manager for Uber Eats New Zealand after serving as Senior Marketing Manager for Uber in the same country and then Senior Operations Manager – South East & North Asia based in Singapore.
At the end of 2019 he left the safety of a large corporation to take a gamble on his own startup, MyAutoShop.co.nz, an Auckland-based company that provides consumers with tailored, up-front pricing for car servicing.
The media is dead. Long live the media. Back in 2013, Volkswagen Australia’s main media set was around 28 dedicated auto outlets. In 2020, that set is less than eight. While some of this attrition can be attributed to the amalgamation of several publications and the downsizing of editorial teams, there’s no denying that the auto media is in steep decline. With less viable avenues available to all auto brands, the world’s biggest car maker has had to find new ways to communicate with customers and fans.
Kurt McGuiness is responsible for Volkswagen’s in-house content production and serves as the brand’s face and voice in owned media. Sharing his experiences as a former journalist and now a corporate communicator, McGuiness will explain how Volkswagen is causing a stir in media circles for the right reasons, while placing customers and fans at the heart of the action. This is a ride you don’t want to miss.
PR & Brand Experience Manager, Volkswagen
PR & Brand Experience Manager, Volkswagen
Former journalist, communications expert and auto industry commentator, Kurt McGuiness has been telling tales his entire career, having worked on iconic media brands including Top Gear and FHM. Now, as Volkswagen Group Australia’s corporate story-teller, McGuiness develops multi-platform content and experiences for the Volkswagen Group’s brands, bringing the ‘World of Volkswagen’ to its legion of fans worldwide. As the size and influence of traditional media continues to decline, McGuiness has had to rely on his TV and publishing experience to find new, engaging ways to reach customers and fans. Whether it’s racing mountain bikers to afternoon tea in a luxury SUV, trekking with sled dogs to explain how all-wheel-drive works, or using 360-degree technology to take fans on a hot lap with a difference, McGuiness continues to push the envelope for what is possible with owned media, whether the old guard like it or not.
What makes automotive brands authentic and how does this come to life as people interact with brands in the category? Now in its 12th year, Brand Alpha is a wide-spread research piece that gauges consumer sentiment of brands with a focus on four key equity drivers: visibility, value, vitality and virtue.
Join Wayde Bull and Cecile Thornley as they take a deep dive on automotive brands and reveals for the first time findings of the Brand Alpha companion study, Experience Alpha, which measures the quality of experiences automotive brands deliver. To what extent do auto brands successfully translate meaning into tangible customer experiences?
Founder & Planning Director, Principals
Founder & Planning Director, Principals
Wayde has 30 years’ hands-on experience guiding brand research and strategy projects including 20 years with the Principals team.
After beginning his career in brand research with Kodak in New Zealand and the UK, Wayde served 10 years in strategic planning posts with Young & Rubicam in London, New York and Sydney where he worked for key clients including Scottish Courage Breweries, Air Canada, The Times, The Conservative Party, Ray Ban, AT&T and MetLife. Wayde joined George Patterson as Planning Director in 1994 working on Carlton United Breweries, National Australia Bank, News Limited and Optus.
In 1995, Wayde helped found Principals where he has led brand vision projects for many great Australian brands including Arnott’s, Audi, Austrade, Australia Post, Fairfax, Fox Sports, Hyundai, JBWere, Lend Lease, Lexus, Lion Nathan, MLC, QBE, Subaru, Telstra, Toyota and Unilever.
In 2007, Wayde began work to develop the Brand Alpha research model, in partnership with brand analytics experts, The Navigators. To date the model has been used to measure more than 150 brands in 7 countries.
Founder & Director, The Navigators
Founder & Director, The Navigators
Bio coming soon…
For the first time at Mumbrella, the popular Campaign Review series will be brought to life live on stage at the Melbourne Automotive Marketing Summit with more industry leaders, a bigger debate, and audience inclusion.
One industry-leading creative and strategist will take to the stage to review four of the biggest automotive advertisements Australia has seen over the past year.
The live Campaign Review will see the senior duo deconstruct the advertisements’ strategy, creative, ROI and output while sharing imperative lessons for marketers and agencies working in the automotive marketing landscape. It’s a session not to miss.
Chief Strategy Officer AU-NZ, VMLY&R
Chief Strategy Officer AU-NZ, VMLY&R
With 15 years’ experience in advertising and marketing, Ali is a firm believer in getting out from behind the laptop screen, finding real insight and combining that with other data for fresh strategies.
Now CSO at VMLY&R (say that three times fast), she leads long-term strategy across the client portfolio and heads up the strategy team across Australia and NZ.
Ali led strategy on Aldi at BMF for six years, during which it grew from 4% to 12% market share. She’s also worked on Apple, TfNSW, Dulux and Schweppes, among many others.
Ali has been lucky enough to win a range of Effie awards, including Gold and Agency of the Year awards. She contributes to the industry through the APG Committee, mentoring, conference speaking, and is an occasional panellist on ABC’s Gruen TV show.
Her side-hustle comes in the form of two small children, a busy and rewarding not-for-profit…
Chief Creative Officer, Clemenger BBDO Melbourne
Chief Creative Officer, Clemenger BBDO Melbourne
Stephen started his career in Perth, Western Australia over 18 years ago. His career has taken him all over the world, where he has worked at some of the world’s most creative and effective agencies.
Stephen returned to Australia, and Clemenger BBDO Melbourne, from London six years ago. Over the years Stephen’s work has been recognised globally for both effectiveness and creativity – his campaigns for Snickers ‘Hungerithm’ and the TAC ‘Meet Graham Project’ are two of the most awarded campaigns in the world. In 2017 Stephen was recognised as the #1 Creative Director in the world. He is particularly proud of being part of the team that lead Clemenger BBDO to be named The Won Report’s, and WARC 100 Most Effective, Global Agency.
Stephen has a wealth of client knowledge working on utility (including energy), automotive, financial institutions, insurance, FMCG and Government to name a few.
At Clemenger he has been responsible for leading the creative on a range of their clients including Airbnb, TAC (Transport Accident Commission), Origin Energy, Mars, NAB, Seek, BMW/Mini and Myer.
65% of new car buyers in Australia bought a brand different from their last vehicle, according to Google. This means brands have a massive opportunity to connect to new car buyers and put themselves at the centre of their path to purchase journey.
But with Australians spending increasingly more time doing online personal research before visiting a dealership or interacting directly with a sales executive, how can car dealerships and brands reach consumers even before they embark on their path to purchase?
Using research conducted by Google and Kantar TNS, Google’s Industry Head of Automotive, Sean McDonnell, will explore the kinds of information new car buyers are looking for, how brands can engage with buyers from their first search through to the final sale and how brands can use digital to dominate consumers’ pre-purchase research.
Industry Head Automotive, Google Australia
Industry Head Automotive, Google Australia
As an Industry Head, Sean leads Google partnerships across Automotive, Retail, CPG and Media, he is also the Business lead of Google Melbourne. Sean is passionate about digital and marketing, with nearly two decades of working with diverse businesses across all aspects of business development and strategic leadership.
Sean experience includes developing partnership business plans, global deal structuring and commercialization planning through building high-performance teams and bring diverse groups together to deliver commercial outcomes that create value for both Google, it’s customers and partners.
How does a German automotive company end up starting a conversation about vulnerability in Australian men? Or taking their customers for a surf school with Mick Fanning? Mercedes-Benz Vans has done more than market their vehicles over the past few years, building their “vans family” through memorable campaigns and partnerships with Airbnb, Western Bulldogs and Mick Fanning.
Sabine Wagner, Head of Product Management and Marketing for Mercedes-Benz Vans Australia, will share how passion has shaped the brand’s marketing strategy over the past two years. Plus she will reveal the evolution of how Mercedes-Benz Vans has worked with friends of the brand, partners, dealers and its customers. Through targeted case studies, she’ll demonstrate how to connect with existing audiences and win over new ones.
Head of Product Management & Marketing, Mercedes-Benz Vans Australia
Head of Product Management & Marketing, Mercedes-Benz Vans Australia
As the Head of Product Management and Marketing for Mercedes-Benz Vans Australia & New Zealand, Sabine Wagner brings twelve years experience working with Mercedes-Benz across Germany, UAE and Australia. Responsible for product management, sales planning and reporting as well as the marketing/PR strategy for Mercedes-Benz Vans in Australia and New Zealand, Sabine has played an integral role in bringing new products to the Australian market since her appointment to the position in 2016.
Known for their reliability and durability, the Mercedes-Benz Vans range includes the Sprinter, Vito, Valente, V-Class, Marco Polo ACTIVITY and the X-Class ute. With an emphasis on innovation, strength and category leadership, Mercedes-Benz Vans have pioneered many modern safety features and future-oriented technologies in their range. Uniting comprehensive vehicle concepts with typical Mercedes-Benz design expertise, the range offers options to support any customer.
Sabine was appointed Head of Product Management and Marketing in November 2016, having previously spent over two years as Market Manager for Sales Overseas, where she was responsible for the management of sales operations for Australia, New Zealand and South Africa. Her extensive experience with Mercedes-Benz includes roles in product strategy and marketing, both in Australia and abroad. In her time as Head of Product Management and Marketing for Australia & New Zealand, Mercedes-Benz Vans has maintained a market-leading position within the van segment, with successful launches of new vehicles such as the X-Class further building the brand’s profile.
The global automotive industry is facing extreme disruption: electrification of vehicles, connected cars, digitisation, urbanisation, environmentalism and more. Are you ready to face this disruption and do you know what it will take to capitalise on the opportunities?
In a two-part research study exploring the trends set to influence the future of mobility, Australian firm Destination alongside RMIT University Professor of Marketing, Francis Farrelly, have closely analysed the looming industry change, what this means for marketing, leadership strategy and the industry’s capabilities.
This session will dive deep into a number of market trends to help illustrate what the future may hold for the industry. Destination Group’s Director of Strategy, Sam McOrist, will reveal what savvy marketers need to consider to refine their strategies while exploring customer knowledge, the importance of brand and dealer landscape implications for marketers.
Strategy Director, Destination
Strategy Director, Destination
Sam joined the Destination Group of Companies in 2018 to lead the development of Incentive and Business Insights Programs (IBIP).
Having spent the past 15 years working in industries undergoing major disruptive change, Sam has developed a passion for leadership, marketing, innovation and brand positioning in changing environments.
In 2019 Destination’s IBIP programs were recognised by Australian Marketing Institute Awards for Marketing Excellence as national winners in the category Product/Service Revitalisation.
By taking an entrepreneurial approach to the traditional model of rewards programs, Destination has been able to transition and position the brand in a rapidly changing market.
Everyone here is eager to learn and eager to share ideas. The calibre of speakers has been exceptional.
Its been really great, really quality speakers, turnout has been incredible, so I would highly recommend it to anyone who wants to get an accelerator or quick touch up on where they're at and what they're doing for marketing and auto.
The Mumbrella Automotive Marketing Summit is really helping to prepare marketers for the change and disruption that is coming to the industry.
I’ve really been impressed with the diversity of the speakers. It's automotive focused but there's a lot of different views and a lot of topics that've been covered which I think is great. It means that you really get a broad benefit out of the day.
If you have a great idea for a session, a fantastic case study, or a topic you believe is timely and interesting for the industry that you could present, submit it now for consideration. Mumbrella’s Automotive Marketing Summit Melbourne call for session proposals is currently open.
Simply choose a headline that describes concisely what it is you think should be discussed, and provide a few paragraphs on the session idea to flesh out the headline. Please be clear about who you suggest the speaker/s is/are and why they would be suitable to talk on the topic. If it is a panel you’re suggesting, please mention the speakers you think should be on it, making sure to be realistic about those you think would participate.
The types of sessions that work well:
What we don’t generally accept includes:
Please bear in mind that the most common background of attendees at Mumbrella summits are those in marketing roles, followed by agencies including media, PR and creative.
Alternatively, if you would simply like to suggest a brief idea or put forward someone to be part of an existing panel, please email Damian Francis, Head of Event Content at Mumbrella on damian@mumbrella.com.au.
Bring along your team and take advantage of additional group discounts.
Individual Rate
Save $100 off the price of a standard ticket if purchased by February 11.
Group Discount
Pay just $396 per ticket when purchasing five early bird tickets together by February 11.
Mumbrella’s Automotive Marketing Summit brings together leading automotive brands and marketing experts to share insights in the area of automotive marketing directly after the biggest international motorsport event in Australia – the Formula 1 Grand Prix. The summit offers companies the chance to get their branding in front of key decision makers across the automotive industry. Raise your brand awareness to a highly targeted audience and speak with us about creating a bespoke sponsorship that fulfils your marketing objectives.
Tuesday March 17, 2020
Park Hyatt Melbourne
The Mumbrella Automotive Marketing Summit is the leading marketing conference for the automotive industry – from dealers to manufacturers, accessories to insurance and plenty more. It is one of the biggest marketing summits Mumbrella runs, attracting over 450 delegates to the Sydney event in 2019. In 2020 it will be run in Melbourne for the second time, with the Sydney event returning later in the year.
Mumbrella’s Automotive Marketing Summit has consistently gathered hundreds of automotive marketers from across the industry over the last two years in Sydney. If you work in any of the following areas, within a marketing, communications, business development or advertising role, take the opportunity to attend this year’s first Melbourne summit:
– Automotive manufacturers
– Car hires, taxis and ride sharing
– Insurance companies
– Logistics and freight
– Retailers and products
– Service stations
– Car dealerships
– Agencies that support or are looking to build clients in the automotive sector
