Buzzfeed international commercial chief to open Mumbrella360

Buzzfeed's Hernandez

Buzzfeed’s Hernandez

Key sessions for the first day of this year’s Mumbrella360 conference can today be revealed, with a global speaker from BuzzFeed presenting the opening keynote.

Mumbrella360 takes place in Sydney in the first week of June, with a half-day industry speed networking event taking place on June 3, followed by the conference on June 4 and 5.

Keith Hernandez, who leads BuzzFeed’s international commercial operation, will open the conference. New York-based Hernandez is executive director of international sales and strategy at BuzzFeed, which launched in Australia three months ago.

Among the topics covered by Hernandez will be content creation and the secrets of good native advertising.

Example of BuzzFeed native advertising for CommBank

Example of BuzzFeed native advertising for CommBank

A major part of BuzzFeed’s business model is based around the creation of native content for brands.

Native advertising is generally defined as bespoke content created by a publisher on behalf of a brand which ties in with the brand’s values but is not advertorial about the brand.

Several local publishers have launched their own native advertising offerings in recent months including Fairfax Media, News Corp, BBC Worldwide and Sound Alliance.

Hernandez – whose career path has also included satirical news brand The Onion, Microsoft, Vevo and Blip Netowrks – will also join a breakout panel later that morning discussing the art and science behind the viral sharing of news content.

Other highlights of the opening day of the conference include Lachlan Murdoch, co-chairman of News Corp, in conversation on the main stage with John Steedman, chairman and CEO of Australia’s biggest media buying operation GroupM.

Another main room session will feature a panel of global agency bosses and marketers.

And Stump The Strategist – in which some of Australia’s fastest thinking marketing strategists take on communications problems live on stage – will also return.

A new session for this year will be What Your Agency Isn’t Telling You. Hosted by Mumbrella’s deputy editor Nic Christensen, the session will be based on an investigation published last year which explored the hidden aspects of agency business models.

Meanwhile, Meet the Marketers will also return in a Q&A format featuring four of Australia’s most respected marketing directors.

Other topics to be featured on the opening day include PR measurement, the magazine publishing sector, how to engage with bloggers, content marketing, the outdoor industry and marketing to millennials.

Full details of the program will be shared over the coming days.

An early bird discount – offering a saving of $500 – is available for Mumbrella360 for the next fortnight via this link.



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