The Chaser’s Craig Reucassel and Dentsu Mitchell’s head of strategy among latest sessions announced for MSIX

The Marketing Science Ideas Exchange (MSIX) – a collaboration between consumer psychologist Adam Ferrier and Mumbrella – will be closed by The Chaser’s Craig Reucassel as he delves into how his ABC program The War on Waste got people interested in rubbish and led to genuine behavioural change in the broader community.

Craig Reucassel_Mumbrella-MSIX-2017

Reucassel will explore the tone and techniques used to change community behaviours

He will be joined at the event – which is a conference for people who want to take a less random and more considered approach to marketing and creativity – by Eaon Pritchard, the head of strategy at Dentsu Mitchell, who will present on ‘So why is it so many creative departments are STILL predominantly male?’. 

Pritchard said his session will explore the changing nature of commercial creativity and how the make-up of creative departments is changing to reflect the trend.

“As we become more informed by the wealth of behavioural and personally identifiable data it follows that personalisation, human understanding and shaping behaviour (rather than simply transmitting messages) are becoming the new imperatives and require different skills and mindset from the ones that have dominated until recently,” Pritchard said.

“It’s a social fact, creative departments HAVE tended to be predominantly male until recently but I’m hypothesising that this new world means we may be in the midst of a necessary dramatic swing of the pendulum.

“Your creative department being all male may not be a bad thing if all you are interested in is the kind of outputs that a male creative department typically produces – extravagant displays, for example. But the demands of commercial creativity in the 21st century are far more nuanced and so require more than that.”

Also joining the MSIX line-up is Deb Verhoeven, a professor and chair of media and communication at Deakin University, in a presentation which will “put the gig back into your gigabytes”.

Verhoeven’s session, ‘It Ain’t Over Till The Big Data Sings: When Data Does More Than Just Describe Things’ will explore how to use data to do more than just describe the status quo.

Verhoeven: How might data get us to sing?

With “big data” becoming the “mother of all buzzwords”, MSIX will also hear from Dave Whittle, CEO of Lexer, on how businesses can make their data more human, and Tomer Garzberg, the founder and CEO of GRONADE, on digital DNA, science and segmentation.

Today’s additions to the MSIX line-up follow on from earlier announcements, including Professor Byron Sharp, the director of the world’s largest centre for research into marketing The Ehrenberg-Bass Institute for Marketing Science, who will present ‘What’s Wrong With Marketing Today – And Who’s Getting It Right?’

MSIX will also feature eHarmony’s Australian managing director Nicole McInnes, who has previously worked with Dell, Amex and Ogilvy.

McInnes will explore how the company uses data science to conduct business and communications and predict accurate compatibility of the site’s users in a session titled: ‘The Science of Love (and Attribution Modelling).’

MSIX, now in its fourth year, will also feature an awards program, with entries open until 25 August.

For more information on Mumbrella’s MSIX conference and awards, or to buy tickets, click here.


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