

Get ready for the next era of PR and comms
Get ready for the next era of PR and comms
Issues of trust prevail. Whether it's on a macro level between national supermarket chains and consumers over misleading product prices, or a micro one between clients and agency partners preventing equitable relationships (and outcomes). Mumbrella CommsCon is the definitive annual gathering of PR and communications professionals to explore everything from 'earned-first' inspired thinking and creative, crisis comms best practice, the next iteration of social and influencer effectiveness, and all of the challenges and opportunities in between. When the worlds of tech, media, journalism and marketing are being disrupted in real-time, what does best PR and communications practice look like in 2025 and beyond? There's only one way to find out.
Industry leaders taking the stage
Kirsty Dunn
As a senior communications specialist who has been in the industry for over 17 years, Kirsty has extensive experience leading both consumer and corporate communications, as well as content marketing, across a wide range of industries including ecommerce, technology, travel, retail, government, education and hospitality.
With a reputation for delivering high-impact, integrated communications strategies, Kirsty currently heads up the PR efforts in Australia for Tinder® - the dating app that revolutionised how people meet. Her role joins her impressive professional portfolio, having led communications for globally-renowned brands including eBay, Gumtree and Expedia Group to drive market development through awareness and meaningful storytelling.
Since joining Tinder, Kirsty has worked extensively alongside WESNET, Chanel Contos, experts and other local partners to proactively inform and develop resources to educate media, users and non-users on Tinder’s trust and safety features, and other tools to empower single Aussies when dating online and IRL. This includes the creation of the award-winning Dating Safety Guide, the Dating Dictionary: Consent Edition, School of Swipe and the newly-launched Consent Course.
Patricia Routledge
Patricia’s career in communications spans more than 20 years of both in house and agency roles in the UK and Australia.
As Head of Communications for IKEA in Australia and New Zealand, Patricia is a member of the executive leadership team and reports directly into the CEO. She is responsible for brand positioning and reputation, Government, Stakeholder, media and influencer relations as well as internal communications. Her team is responsible for driving Trust and Positive Impact metrics for the business through operational and societally focused campaigns, with a strong focus on community engagement aand partnership activity in the area of Domestic and Family Violence.
Patricia has been at IKEA Australia for 10 years and within that time she has held several leadership positions within the communications team spanning public relations, public affairs and internal communications.
With 14 years agency experience working in both London and Sydney, she has led and managed high profile consumer and corporate brands including Gumtree, American Express, and Optus - on which two of her campaigns were Cannes Lions award winners.
Elly Hewitt
Elly Hewitt is the co-founder and CEO of alt/shift/. She brings with her a wealth of experience as an adviser on both consumer and government creative communications campaigns that truly shift behaviour.
Elly inspires a team of 40+ people, consistently bringing together the best and most relevant minds for each project she leads. Her strengths lie in her diverse career experience, having led behaviour change campaigns targeting everything from early childhood education, anti-vaping and road safety, to launching major streaming services, sporting events and accessible easter egg hunts.
Most recently Elly has provided strategic counsel for the Victorian Department of Education, VicHealth, the TAC, AFL, Netflix, Cadbury, and Officeworks, amongst others.
She is particularly passionate about the intersection of behavioural science and creativity, and how this can best be applied to ignite change.
Laura Agricola
Laura is a seasoned brand and creative strategist having worked for Crispin Porter + Bogusky in the US and Saatchi & Saatchi in AU before landing at Keep Left. In this session, she will share how these learnings ladder up to brand.
Dena Vassallo
Dena has international experience with some of the world’s largest and most influential brands. Whether essential to society today, or visionary for a better tomorrow, she is an advocate for brands and organisations that want to connect with, and make a positive impact on society. She is a champion for people and planet, and gives back to the industry as the former Chair of She Creates, board member for Green Adelaide, Deputy Chair of Governors at Walford Anglican School for Girls, and Inaugural Council for Global Women in PR.
Azadeh Williams
Azadeh is the Founder and Managing Director of AZK Media, a PR agency helping B2B tech companies expand into new and emerging markets.
With over 20 years' global experience in media, marketing and public relations, Azadeh’s focus is on growing the agency’s integrated marketing, PR and multimedia solutions, to deliver premium results for AZK Media’s growing client base across APAC, North America, the UK and EMEA.
A former solicitor, media lecturer and international journalist (Reuters, The Times (UK), CMO Magazine and CIO Magazine), her unique depth of experience enables her to market complex business concepts to attract the interest of prospects and the press.
She has been consistently recognised in Mumbrella CommsCon Awards and B&T’s Women in Media and Women Leading Technology Awards for public relations, marketing and entrepreneurship. In 2021, Azadeh was awarded the Best of the Best in PR for Australasia. Passionate about the application of AI, in 2023, she was appointed to the board of the Global AI Ethics Institute.
Dr Vanessa Pirotta
Vanessa is one of Australia’s most renowned wildlife scientists. Her research uses innovative technologies for wildlife conservation, working collaboratively across marine/terrestrial environments and merging cutting edge tech to access animals in unique ways.
Vanessa is a passionate and experienced science communicator who plays an important role in society by making science accessible. Vanessa has represented Australia internationally as the international runner up of the world-renowned science communication competition FameLab. She has spoken on the TEDx platform, been recognized by the Australian Financial Review as one of the top 100 Women of Influence and listed as one of Science & Technology Australia’s Superstars of STEM. In 2024, she was awarded the Emerging Leader in Science winner in the Women’s Agenda Leadership awards and listed as a finalist in the Australian Museum Eureka Awards. In 2025, Vanessa has been listed as a finalist in the NSW Premiers Women of the Year awards.
Vanessa’s cross generational focus in her research sees her work locally and internationally, to empower communities through wildlife. She leads the Wild Sydney Harbour citizen science program, which is learning more about marine life in Sydney Harbour, Australia. Together with local First Nations rangers, the Gamay Rangers, they combine Indigenous Knowledge and scientific knowledge to learn more about marine mammals in their blue backyard.
Vanessa is a proud children’s book author, with her book The Voyage of Whale and Calf, serving as an annual reminder of humpback whale biology and ecology in Australian waters. In 2024, Vanessa also published two additional books; The Humpback Highway: Diving into the mysterious world of whales and a second children’s book, Oceans At Night.
Vanessa is a highly experienced presenter and was the invited MC for the prestigious Prime Minister’s Prizes for Science at Parliament House, Canberra in 2023/24. Vanessa makes regular appearances on national and international television and social media platforms relating to marine topics.
Sophie Onikul
Sophie Onikul’s first paid job was as a professional party clown. The fundamental skills learned during her time as “Squiggles” continue to be applied to her career today - the importance of connection, creativity and humour (along with juggling). Most importantly, she takes her work seriously but never herself.
A seasoned communications strategist with strong media credentials, Sophie has over 20 years’ experience drawing upon her time as a talk radio producer, a Government spin doctor, doing PR for a start-up and heading up communications for both eBay and Airbnb.
There isn’t an area of comms Sophie doesn’t have experience in - strategy, consumer public relations, corporate reputation, issues and crisis management, internal communications, B2B and Government relations along with being a polished company spokesperson.
Sophie holds a Bachelor of Arts (Communications Studies) from Western Sydney University where she majored in Journalism and Public Relations.
Outside of work you’ll find Sophie impressing kids with her balloon animal making skills, trying to top her trip to Antarctica or playing pickleball.
Luke McClelland
Luke McClelland is a seasoned communications professional with over 15 years of experience, known for his creative-led earned media campaigns for global brands like Netflix, Xbox, Disney, Tourism Australia, and Mastercard. His expertise spans consumer, corporate, and B2B communications, as well as issues management, social media, and internal communications.
Luke played a pivotal role in rebuilding Xbox's market share in Australia with viral initiatives such as the Xbox Onesie, Xbox Stay n' Play, and Greaseproof Controller. He also led the successful launch of Netflix in Australia and New Zealand, achieving the fastest subscriber acquisition globally at the time.
Currently overseeing Mastercard's communications in Australasia, Luke has driven campaigns that highlight the company's commitment to diversity, equity, and inclusion, such as Tennis in a New Light, The Open Ballkid and TOUCH Movie. His strategic approach and inventive thinking have established him as a respected leader in the communications field, consistently delivering impactful campaigns that challenge the status quo and drive customer action.
More details on his LinkedIn page, here.
Zoe Samios
Zoe Samios covers wagering and the business of sport from the AFR's Sydney newsroom. She was previously the media and telecommunications reporter for The Sydney Morning Herald and The Age, and covered media at The Australian.
Belinda Noble
Belinda spent nearly 20 years in TV news as a reporter and supervising producer in Australia, Asia and the UK, before moving into corporate communications, including as Head of Communications for Red Cross. She founded Comms Declare in 2020 to promote climate action in the communications industries and stop the promotion of climate pollution. She has a Masters in Leadership, a Graduate Diploma in Management, a BA in Communications and accreditations in public consultation, emergency management and customer experience.
Amy Ashworth
Amy Ashworth is a communications specialist and integrated marketer with extensive experience working with brands and businesses across Australia and Europe for the last 20 years.
She’s known for leading teams to create campaigns that get talked about (for all the right reasons) and running Eleven, one of the most awarded agencies in Australia.
At Eleven, Amy champions creating cultural impact for brands by turning it up to Eleven through earned-led creative, PR, social, experiences, partnerships, technology and more.
Bridget Jung
Bridget Jung joined Ogilvy PR as the agency’s first ever Executive Creative Director in 2018, working across the breadth of briefs that the agency works on from consumer, to corporate, to government. In 2019 she was promoted to Chief Creative Officer, and in 2024 to Executive Creative Director, Ogilvy Sydney, reflecting the growth of Bridget’s team and their diversity of skillsets.
Bridget is a seasoned leader with over 20 years’ experience and a background in Art Direction and Design. Bridget moved back to Australia after spending the majority of her career in Europe where she was Chief Creative Officer of DigitasLBi Paris and Executive Creative Director at OgilvyOne Paris. Before joining OPR Bridget was Creative Director at Marcel Sydney.
Bridget has judged numerous international award shows including Cannes Lions, New York Festivals, The Loeries, Art Directors Club, Clio Awards, IAB, Cresta Awards, Adfest and D&AD.
Rob Lowe
Rob Lowe is the Founder and Managing Director of independent PR, Social and Content agency Poem. With over 20 years in consumer PR, working within some of the world’s leading creative PR agencies, Rob’s consistently been at the forefront of change within the industry. He was the fifth employee at One Green Bean, founded Eleven PR Australia in 2011 and launched Poem in 2015.
Poem is built on the principle of being ‘deeply human’ and therefore built to evolve as people do.
The agency has had a rapid rise over the last nine years, with Sony PlayStation, Tourism Australia, Amazon, Sonos and Uber being amongst just some of the high-profile brands that it’s currently engaged by.
EJ Granleese
EJ is the Founder & CEO of History Will Be Kind (HWBK), one of ANZ’s leading independent agencies. Over the last ten years, she’s built an award-winning team operating at the intersection of creativity, communications and impact. Proudly B Corp certified, HWBK use integrated strategic consultancy to help build reputations, solve complex business challenges, drive growth and fuel positive impact for ambitious brands and purpose-led organisations.
Bringing together a dynamic mix of brand and comms strategists, creatives and earned-first experts, social and influencer pros, alongside digital marketing and performance gurus, the HWBK team are united by one goal – to create moments in history for our clients.
EJ also holds a Director role across Deepend Group, a leading customer-led technology and innovation consultancy collective, alongside being on the founding committee of the Australian Chapter of Global Women in PR, a mentor and a Fellow of the CPRA. She’s a regular contributor to industry conferences and judge of key awards programs, and was most recently recognised for her contribution as PR Leader of the Year at Mumbrella CommsCon 2024.
Simone Gupta
Simone Gupta is the co-founder of Supermassive, an independent creative studio in Sydney, recognised as Mumbrella’s Emerging Agency of the Year 2024. With over 20 years leading top PR and social agencies in Sydney, London, and Los Angeles, Simone has shaped strategies for some of the world’s most influential brands.
Before founding Supermassive, she was CEO of Havas Group PR and social agencies, One Green Bean, Red Havas, launching entertainment agency Organic and leading OGB to win Agency of the Year in 2022. She also led the earned team on WPP’s Vodafone Team Red Global in London and spent five years leading DDB Group's Mango, heading earned and experiential for Telstra.
Simone is a driving force behind 36 Months, a social change initiative led by Michael ‘Wippa’ Wipfli and Rob Galluzzo, where she leads the campaign strategy, PR and government engagement. A passionate advocate for women in leadership, she co-founded the Global Women in PR Australia chapter and mentors emerging industry talent.
Alex Myers
Alex Myers is the Founder and CEO of Manifest Group, a leading B Corp certified brand communications agency with studios in London, Manchester, New York, Los Angeles, Stockholm and Melbourne.
Based in the UK, Alex set up Manifest in 2009 to build ‘the world’s first global small agency’, starting the business in his living room with no clients, colleagues or connections. Since then, the agency has become one of the most awarded creative independent networks in the world, picking up hundreds of industry accolades over the years including Campaign’s ‘Global Consultancy of the Year’ in 2024. Having held the title of PR Week’s ‘International Agency of the Year’ three out of the past four years, Alex was named Campaign’s ‘CEO of the Year’ in 2022 and PR Week Global’s ‘International Communications Professional of the Year’ in 2020.
Manifest’s international work includes renowned creative projects for brands as varied as Samsung, Trilogy Skincare, Dettol, Virgin, Sony Playstation, ASOS, Gousto, WWF, Logitech, Tommee Tippee, Diageo and BrewDog.
As an agency, Manifest is a driving force for better diversity, equality and inclusion in the creative industries which is powered by an all female managing partnership and creative director team globally. Alex is a vocal advocate for fusing creative disciplines to deliver fully ‘unified’ campaigns across paid, earned, social and owned media.
Regardless of whether it’s business operations, innovation or global expansion plans, not to mention the occasional bit of brand strategy work, Alex’s responsibilities as CEO are always steered by delivering on Manifest’s mission: to build brands that change the world. He is the driving force behind Manifest’s myriad proprietary technologies including the agency’s AI workflow tool Creatives.AI, its creator platform Roger, and SOAP — an ethics and environments guidelines program soon to be rolled out for all clients on Manifest’s roster.
Richard Brett
Richard Brett has over 25 years’ experience of marketing communications, brand strategy and communications agency leadership. His passions including using public relations and social media to lead integrated campaigns, outcome-based measurement and using new technology to drive innovative creativity for brands.
Richard is currently CEO for Ogilvy PR and Ogilvy Health, leading a team of 130 across four cities to deliver consumer PR, public affairs, influencer marketing, sustainability, corporate, B2B, investor relations and an integrated healthcare offer.
Richard has an MBA in Management from Imperial College London and in 2020 co-authored his first book ‘The Decade of Do’. He sits on the board of Rainbow Giving Australia.
Dr John Gardner
John is a social psychologist specialising in understanding behaviour and behaviour change at the interface between technical, social and environmental issues. He has worked as a group and team leader in CSIRO, and has delivered numerous projects in the domains of energy, water, and climate adaptation.
John is currently Theme Leader for the Empowerment domain of CSIRO's Smart Energy Mission. This theme seeks to understand how different people will respond to and benefit from the energy transition in Australia, and also looks for ways to ensure that the transition delivers benefits for groups that are more vulnerable.
Rhys Ryan
Rhys is Chief Executive Officer, based in Porter Novelli’s Melbourne office. He leads the firm’s work in helping organisations protect and evolve their reputations, drawing on more than 20 years’ experience in media and communications.
Following an early stint as a broadcast journalist, Rhys has focused on corporate positioning, reputation and crisis, specifically with consumer-facing corporate brands, non-government organisations and government agencies, working on more than 200 client engagements.
He has spent significant time in the United States over the past 20 years, where he led multi-country reputation programs for global corporations and technology start-ups in New York and San Francisco.
Dan Young
Dan Young leads Consumer PR, Social and Influence practices at Ogilvy PR.
Dan has led the transformation of the agency’s offering launching a new suite of services including InfluenceO (influencer marketing), TK.Lab (a specialist TikTok consultancy) as well as re-designing Ogilvy PR’s measurement framework.
Dan has grown the agency through client and talent acquisition attracting top talent to the agency and building a supportive and collaborative culture. He is passionate about the role of earned creativity in the brand marketing mix and the opportunity to extend storytelling across influencers, social and experiential touchpoints.
Jess Cluff
Jess Cluff is the Creative Director of independent PR, Social and Content agency Poem.
Before returning to agency life at Poem, Jess was formerly the Creative Lead at One Green Bean and spent the last few years freelancing and consulting.
Her background in PR brings a unique perspective and skill set to her work, earning attention for some of the world’s biggest brands across earned communications, social media, digital and content production.
Poem is built on the principle of being ‘deeply human’ and therefore built to evolve as people do.
The agency has had a rapid rise over the last nine years, with Sony PlayStation, Tourism Australia, Amazon, Sonos and Uber being amongst just some of the high-profile brands that it’s currently servicing.
Jeremy Liddle
Jeremy Liddle is Managing Director at Third Hemisphere, a specialist tech, finance, sustainability and climate PR agency for innovators, leaders, and investors who are changing the world.
Jeremy is a capital markets, climate, and technology specialist. He is a founding partner of climate tech investment & advisory firm, SDGx, is a non-exec director of climate advocacy non-profit, Parents for Climate, has invested in 25+ tech & climate startups and a few venture funds, and was President for Australia at the G20 Young Entrepreneurs Alliance.
He also spoke at TedX, authored the book "From Idea to Startup", and has worked extensively with the UN including co-authoring the G20 & UN White paper on youth entrepreneurship and participating in the formation of the Sustainable Development Goals (SDGs).
Past Keynote & MC Experience: Tedx, Turkey Innovation Festival (Keynote to 4,200 audience alongside Turkey’s President & Prime Minister), United Nations expert group meetings, G20 Young Entrepreneurs Summits, Jeddah Economic Forum (Saudi Arabia), ImpactX, CeBIT, StartCon, and Circular Cities Summit 2.0 (Dubai).
Mandy Galmes
With more than 20 years as an agency leader, Mandy has a proven track record as a strategic advisor and partner to businesses that are leaders, transformers and disruptors. Her work has spans complex omnichannel programs that create impact for organsations and influence the full breadth of their stakeholders. She was worked on national regulatory and legislative change programs, behaviour change campaigns, brand activations, consumer product recalls and social influence campaigns. Mandy’s skills in corporate positioning and executive reputation management are complemented by her creative approach to consumer engagement and brand building.
As a business leader, Mandy is known for building people-centric agencies that are united around their culture. She is passionate about fostering the best talent in the industry and creating a workplace that enables everyone to thrive and realise their full potential.
Mandy’s role as a leader within the PR Industry was acknowledged recently when she was awarded the Communications and Public Relations Australia PR Leader of the Year for 2024.
Mandy joined Sefiani from Hill+Knowlton Strategies Australia where, as CEO, she led the agency through three years of growth and transformation. Prior to Hill+Knowlton, she was managing director of Sibling, a purpose-built integrated agency in WPP dedicated to Westfield and before that founded and led Fuel Communications, now Herd MSL.
Katrin Maurer
Katrin Maurer, originally from Germany, holds a Bachelor in Social Science and a Master's in Media and Cultural Studies. She first fell in love with communications during a stint with a German boutique PR agency, covering an eclectic mix of clients from Soda Stream, Staples, to the German association of welders.
Seeking new challenges, she moved to Beijing, China in 2010 to immerse herself in Chinese language and culture, studying Mandarin and taking on roles in strategy and communications at Groupon and Audi. In 2014, she joined Google in Shanghai, running internal communications for the Greater China region before moving to Sydney in 2016, where she led PR for Google's consumer products and A.I. initiatives across the APAC region.
Since 2020, Katrin has been spearheading the Google Australia and New Zealand communications team. As Director of Communications, she leads a team of talented, innovative communicators responsible for all facets of communications, from internal to executive to external. She's a strong advocate for the role of communicators as trusted counsels to the business and believes in empathetic, innovative, 360 degree communications.
Tim Lele
With almost 20 years of PR and comms experience, Tim has seen first-hand the changing nature of PR. In this session, he will share insights from Keep Left's study of 100 marketers as well as his experience sitting at the intersection of PR and creative.
David Hickey
David leads Meltwater’s business across Asia-Pacific, helping close to 5,000 businesses across Australia, New Zealand, Japan, Greater China, Southeast Asia and India leverage the power of external data to drive better decision making in corporate affairs and marketing. He studied at the University of Sydney and Said Business School at the University of Oxford. David has worked for Meltwater for the last 17 years in various roles, with half that time based in Hong Kong and the rest in Australia.
Rupert Price
With an impressive 25-year career in agencies across London and New Zealand Rupert has spent the last 12 years as DDB Group Aotearoa’s Chief Strategy Officer and has recently joined DDB Group Sydney.
In his time at DDB Group Aotearoa, Price has been instrumental in the agency's success, with numerous accolades and achievements spanning every creative award ranging from Cannes Gold Lions to a coveted D&AD Black Pencil. At the 2024 Cannes Festival, DDB Group Aotearoa won seven awards for clients Samsung, Volkswagen, McDonald’s and Correct the Internet. In addition, he has steered the agency to four NZ Effies Agency of the Year titles, as well as winning many effectiveness awards at both regional and global shows.
During his career, Price has also worked with Interbrand as Director of Strategy, Head of Planning at Ogilvy NZ and Ogilvy London and was Board Planning Director at Saatchi & Saatchi London.
As the Chief Strategy Officer at DDB Sydney, Price leads the planning department in its sharp focus on effectiveness delivered through the power of emotionally charged creativity.
Danny Cowan
Danny Cowan leads corporate communications for Uber in Australia and New Zealand. His career spans 15 years and four continents, comprising senior agency and in-house roles across North America, Asia, Europe and Australia. Prior to Uber, he headed Edelman's crisis and corporate communications practice in Australia, and he previously led corporate and brand communications for Starbucks EMEA from London. A California native, his career began with Edelman in San Francisco, followed by three years in the firm's Hong Kong office.
Jackie Quilter
As Director of PR & Communications at the McGrath Foundation, Jackie is responsible for connecting the public and key stakeholders with the Foundation’s story and for protecting and growing its reputation as it works towards ensuring no one with breast cancer misses out on care.
With over 20 years’ experience in strategic communications, public relations and brand building, Jackie has led impactful communications campaigns for both commercial and not-for-profit organisations across Australia and the UK, with major brands including McDonald’s, Nestlé Purina, Tesco, and Optus.
Jackie is a passionate advocate for storytelling, believing stories to be the most powerful way to put ideas into the world and drive meaningful change.
Hannah Moreno
Hannah Moreno is founder & CEO of Third Hemisphere, a specialist tech, finance, sustainability and climate PR agency for innovators, leaders, and investors who are changing the world.
She has 20+ years’ experience across the gamut of communications disciplines, and has authored and placed hundreds of editorials for clients in Tier-1 media. This has included ghostwriting at the Australian Financial Review, which directly resulted in one client becoming an official “AFR Columnist”.
Hannah specialises in science and technology communications, with a unique ability to translate highly complex technical language into compelling and consumable narratives that demonstrate impact.
She is also a leading feminist advocate and author, writing on issues related to sexual assault, domestic violence, leadership, workplace dynamics, and trauma for publications such as the AFR, The Australian, The Canberra Times, Women’s Agenda, and Stockhead.
Hannah holds a Bachelor of Commerce (USYD & Università Bocconi), a Masters of Strategic Public Relations (USYD), and a Diploma of Investor Relations (AIRA).
Jess Gooch
Qualifications: BA (University of Newcastle-Upon-Tyne), DELF (École Suisse International Paris)
After joining the Opera House in 2015, Jess worked in several senior communications roles before being appointed Acting Director, Engagement in June 2020, overseeing the marketing, communications and strategic events teams during a time of significant change as a result of the pandemic and in the lead up to the Opera House’s 50th anniversary.
In a newly created executive role reporting to the CEO, Jess oversees strategic engagement and impact activities as the Opera House works towards its ambition to be Everyone’s House. This includes leading the Opera House’s commitment to the United Nations Global Goals, driving progress across a range of areas, including accessibility, equity and inclusion and environmental sustainability.
Across a 20-year career spanning in-house and agency roles in London and Sydney, Jess has worked with a wide range of businesses from world-renowned cultural institutions and multinationals to challenger brands. Before joining the Opera House, Jess led communications for TEDxSydney and was instrumental in establishing one of Australia’s fastest-growing independent PR agencies, Fuel Communications, now part of the HerdMSL group. Jess’ work has won awards from the Public Relations Institute of Australia, the B2B Marketing Awards in the UK and the prestigious international Cannes Lions.
What's on the agenda

Launched in 2012, Tinder® has revolutionised how people meet and connect with new people, growing from 1 match to one billion matches in just two years. This rapid growth demonstrates its ability to fulfil a fundamental human need: real connection. Today, the app has been downloaded over 630 million times, leading to over 97 billion matches. However, despite a new relationship starting every 3 seconds on Tinder, dating apps have developed lots of different stigmas. As the largest dating app in the world, these perceptions are regularly attached to Tinder.
Hosted by Kirsty Dunn, Tinder Australia’s Director of Communications and local spokesperson, this session will outline how Tinder is challenging perceptions head on with its proactive earned-first approach and partnerships with notable local experts to help build trust and positive brand affinity with existing, as well as potential new users and non-users. Kirsty will also unpack some of the hurdles and learnings that became key moments for the brand.
Elly Hewitt, national CEO of alt/shift/ will deliver an insightful session on how to harness behavioural insights to transform public relations strategies and deliver creative campaigns that truly shift the dial. In this dynamic talk, Elly will explore how PR agencies can interrogate client briefs more deeply to deliver more out of the box and impactful campaigns with creativity at its heart.
Discover practical techniques for interrogating briefs to uncover underlying motivations and audience behaviours, enabling agencies to craft campaigns that resonate more powerfully and position PR agencies as true strategic partners.
In 2024 the world watched on as in less than six months the 36 Months campaign successfully lobbied the Albanese Government to pass the Online Safety Amendment, placing the onus on social media platforms to prevent Australians under the age of 16 from creating accounts.
The very public campaign played out via the news media, however there was also quite the campaign taking place behind the scenes simultaneously. Join this fireside chat with 36 Months' attention strategist Simone Gupta as she gives the inside track on everything from the earned media approach, how the PR industry plays a critical role in safeguarding children, going against social media companies and more.
In today’s hyper-accelerated news cycles, communicators navigate misinformation, media fragmentation, and real-time public scrutiny—all while proving impact with fewer resources. Could AI-powered assistants and agents be the key to efficiency and stronger earned media ROI?
This session explores how AI is transforming PR, from automating routine tasks to enhancing media intelligence and uncovering insights at speed from large sets of data across multiple sources. By implementing AI-driven workflows, teams can respond to emerging narratives before they escalate, draft media briefs in minutes, and maximise media impact.
Join Meltwater to see how AI is putting communicators back in control—enabling smarter, faster decision-making, freeing up time for creative and strategic storytelling, and delivering measurable results. Through case studies and real-world applications, we’ll demonstrate how AI-powered media intelligence, real-time data, and generative AI can help PR teams cut through the noise, act faster than the story, and build brand trust in crucial moments.
Public relations professionals are experts at crafting compelling narratives, building reputations - and amplifying campaigns for their clients. However, many PR pros struggle when it comes to applying these same strategies to elevate their own personal brands. This session aims to address the importance of self-promotion in the PR industry and provide actionable strategies for professionals to elevate their own visibility and credibility.
Why Attend?
In an increasingly competitive landscape, PR professionals must showcase their expertise, build thought leadership, and create personal brands that attract opportunities. Whether you’re an independent consultant, in-house specialist, or agency leader, self-promotion is key to career advancement and business growth.
Key Takeaways:
- The importance of personal branding for PR professionals
- Strategies to enhance your visibility within the industry
- Leveraging social media, public speaking, and content creation for self-promotion
- Overcoming the discomfort of self-promotion
- Case studies of PR pros who have successfully built their own brands
Who Should Attend?
This event is ideal for PR professionals at all levels, including agency owners, corporate communications specialists, freelance PR consultants, and marketing professionals looking to amplify their personal brands.
Ten years ago, the lines between advertising and PR were more distinct and the expectations of what PR could do, were more tactically driven by the need to generate ‘free’ editorial. We relied on our journalist relationships and a good story to get brands exposure.
Then over time, traditional media began to lose its monopoly on people’s attention and PR agencies realised that earning media, was less important than earning consumer attention. So they started hiring Creative and Strategy leads.
Having relied on media money for people to see their work, advertising creatives, however, rarely ‘get’ earned creativity. So good, ‘earned creatives’ are an extremely rare breed and hard to find.
It’s increasingly hard for brands to engage consumers through traditional channels, which is causing the lines between advertising and PR to blur even further. Poem has won Comms Con (mid-size PR AOTY) and Mumbrella Ad Campaign OTY, which wouldn’t previously have seemed possible.
So what is the future for Creatives?
What makes good ‘earned creative’ as opposed to ‘advertising creative’?
And how do we foster and find the ‘earned creatives’ of the future?
Join this session and hear from the strategic leaders behind some of the biggest brands in the industry as they share exclusive insights across an array of key areas. From navigating the complexity of global visions with a focus on local impact, to partnering for success and what it takes to cut through authentically in a sea of scepticism, this is sure to be a must-not-miss panel.
What does category-defining PR and communications look like in 2025? But more importantly, what does it take to get there from an effectiveness POV? This session featuring SOCIETY's founder and CEO Dena Vassallo, will delve into everything from the agency village to unpacking the hurdles that prevent equitable relationships and the best outcomes.
Key insights from this session include:
- How everybody in the agency village wins when you unlock the collaboration conundrum
- Why your future success relies on leaving your ego at the door
- Examples of best practice agency collaboration
Is PR heading Towards a Dead End? Forget about column inches and influencers, the days of landing a story in a tier-one publication and cracking open the bubbly are long gone. Likewise, sourcing the perfect 'authentic' influencer to make sales skyrocket.
In a world where the media has fragmented beyond all recognition and the rush to capitalise on influencer marketing has led to its over commercialisation, diluting the authenticity that once made it so effective, our go-to strategies are rapidly losing power.
To influence people – truly influence them so they change the way they think, feel or behave – we need to widen our understanding of influence and psychology.
Enter the cultural frame. Made up of family, peers, fashion, news, media, art, influencers and authority figures, when viewed as a whole, it's a powerful tool for understanding consumer behaviour and, ultimately, influence.
In this session, we unpack the cultural frame alongside a survey of 100 Australian communication professionals who divulge how they view the forces influencing their audiences; what’s working, what’s flopping, and everything in between. Better yet, we’ll show you how to use psychology, cultural insights, and behavioural science to ensure every effort influences with impact.
Questions this session will explore:
- What is the cultural frame? How can PR pros use it?
- What are the 6 principles of persuasion and how can you utilise them?
- How to know if your brand is chasing trends or creating timeless influence
- Who is winning in the tug-of-war between brands, influencers, and consumers?
We are now arguably living in a Trumpian post-truth and pro-fossil fuel industry driven world, where the largest democracy in the world is now being led by veritable climate change deniers.
Given the deep global ramifications, what is the role of the communications industry in Australia in responding to and advising businesses on climate change, in such an environment? Can we now all go back to repping fossil fuel companies with impunity, or do they still present a reputational risk even now?
And how can we maintain the values of the agency and our employees, while also maintaining our client portfolio and bottom line, and keeping a wide variety of increasingly polarised stakeholders happy? Is the business case for climate activism and sustainability crumbling - or could it potentially still be growing..?
In 2014, the term “greenwashing” appeared in Australian newspapers 62 times. In 2024, this number skyrocketed to over 10,000 times. But do accusations of greenwashing even matter anymore? Can we all just give up on this silly virtue signalling already??
All of this and more will be debated on a panel moderated by Third Hemisphere's MD Jeremy Liddle and featuring founder Hannah Moreno, DDB’s Chief Strategy Officer Rupert Price, and Comms Declare founder Belinda Noble:
- Is it ethical to rep Big Fossil Fuel to help them change from the inside out?
- What to do when you discover a client’s “green” product is not so green?
- How to manage staff who refuse to work on certain accounts for ethical reasons?
- What happens when a local product is a step in the right direction but an overseas subsidiary is choking the planet almost single handedly?
- Is it possible to publicly sing about agency climate positive actions when a board member also sits on the board of a Big Fossil Fuel?
- And how to respond when a (very) high-paying client promises they are going to do better… next year?
Come for the drama, stay for the serious insights!
The world feels increasingly fragmented, chaotic and polarised in 2025 thanks to ongoing cost-of-living pressures, the climate crisis, the rapid rise of artificial intelligence, global conflict, and a fraying of the world order.
Brands and organisations are navigating intense change and renewed scrutiny of their societal role. In this our latest Futures report, we dive into the trends that are creating influential cultural moments and delivering the most impactful work across three chapters:
- The value of radical transparency
- New ways to deliver real connection
- The revolutionary fragmentation of audiences
This report delves into the forces driving this communications transformation, examining the challenges and opportunities facing marketing and communications professionals in an era defined by unprecedented transparency, purpose-driven action, and the pervasive influence of artificial intelligence.
In an increasingly fractured and competitive market where every agency claims to be a full-service agency, how can you build relevance and value for your clients?
In years gone by, clients would outsource the majority of their comms needs to just one agency. Now that many organisations have built their own communications teams internally and contracted their budgets, how do agencies add value and build strong client relationships?
With Communications now spanning such broad areas, can one agency really claim to service the entire spectrum? Join us as we lift the lid on what clients really want from today’s partnerships with their agencies? What does value look like, and should agencies diversify or specialise? Does the agency village model work anymore and should clients pay for ideas? Is the retainer model still valid, and what core skills are clients looking for in their partners?
With the media landscape evolving so rapidly and influence more fragmented than ever, how can agencies help clients achieve impact through earned, particularly when internal functions are siloed, or global metrics require local comms leads to reach specific KPIs from coverage across traditional media. How can agencies best help their clients influence and communicate this change at an executive or global level?
Key insights include:
- The key components for agency-client success
- How to add value for your clients, help them influence their stakeholders and build your relevance
- Learning from each other: the core skills missing from the current agency landscape, how clients can enable agencies for success
Disinformation and misinformation are rife within our public discourse, skewing facts and sowing distrust across critical issues such as energy, climate, first nations affairs and housing. In a world where “alternative facts” and disinformation can go viral with support from the right interest groups, the challenge isn’t just to communicate - it’s to reclaim the objective truth.
Be the first to hear new research from Porter Novelli that looks at the problems and solutions faced by the energy industry as widely-debunked myths and conspiracy theories about renewable energy and regional communities proliferate causing chaos in our public debate on the topic.
This eye-opening data demonstrates the way misinformation isn’t just noise; it is a powerful force shaping public opinion, electoral outcomes, and trust in brands and institutions.
This panel brings together key players on the front lines of the fight against disinformation: a journalist battling daily to sift fact from fiction, a communications leader with fresh insights into the outcomes of unfettered misinformation, and leading scientists from our, environmental sectors who face the disinformation campaigns head-on.
Together, they’ll explore hard-hitting strategies for cutting through the noise and re-establishing credibility.
Join this panel session for:
- Insights into the extent of misinformation’s influence on public perception in critical areas like renewable energy
- Strategies to counteract misinformation and build public trust
- Practical approaches to communicating complex topics amidst widespread misinformation
Our obsession with good ideas is killing creativity. In our rush to be right, we've forgotten the value of being wrong. Through a series of spectacularly awful case studies and intentionally terrible concepts, in this deliberately contrary session, Manifest CEO and Founder Alex Myers will celebrate the power of bad ideas – not as end products, but as essential catalysts for breakthrough thinking. Demonstrating how embracing the bottom of the creative pile can lead to better outcomes, he'll share practical techniques for using bad ideas to generate great ones, and show why organisations that can't tolerate failure will never achieve true innovation. Warning: This presentation will probably fail. And that's exactly the point. Prepare to learn why the best ideas often start as the worst ones.
Mastercard Australasia’s Head of Communications, Luke McClelland, together with Eleven’s General Manager, Amy Ashworth present on how earned media can help make the world more inclusive, through innovation, collaboration and bravery
The session will reveal how brands can authentically create culture-changing, inclusive campaigns through innovation, collaboration and bravery, and why earned media specialists are best placed to take the lead on inclusive brand acts.
This session will spotlight the revolutionary Wheelchair Ball Kid program, which redefined accessibility and representation in tennis, unpacking some of the challenges and learnings from what was one of the 2024 season’s highly awarded campaigns. ‘The First Wheelchair Ballkid’ campaign picked up over 20 local and global awards from Fast Company’s World Changing Ideas to AWARD and D&AD.


Speakers
View the industry heavyweights to take the stage at the 2025 Mumbrella CommsCon stage. Want to be the first to receive news about the event? Join our mailing list.
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CommsCon Awards
The Mumbrella CommsCon Awards are Australia and New Zealand’s biggest celebration of PR and communications excellence, judged by the biggest names in industry.
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Partnership opportunities
Mumbrella CommsCon brings together leading PR and communications experts to share strategies, insights and case studies. Raise your brand awareness to a highly targeted audience and speak with us about creating a bespoke sponsorship that fulfils your marketing objectives.
GET IN TOUCHWho should attend?
CommsCon is catered to PR and communications professionals working in in-house roles or agency side. If you work in any of the following areas, this event is for you:
- Specialists, Advisors, Managers, Directors and Heads of Communications or PR
- Brand Communications
- Social Media
- Stakeholder, External, Media or Community Relations
- Corporate or Public Affairs
- Employee Communications
- Marketing Communications
- Publicists
- Accounts and Business Development
- Managing Director, CEO, Owners and Directors
Watch how CommsCon 2024 went
Sustainability at the 2025 CommsCon Conference
At Mumbrella’s CommsCon Conference, we’re committed to reducing our environmental impact and promoting sustainable practices at ILUMINA, Sydney.
Key Sustainability Initiatives
Minimising Waste: To reduce paper waste, all event information—including schedules, speaker details, and directional guidance—will be digitised and accessible through our event app and website.
Reduce Carbon Footprint: We encourage attendees to reduce their carbon footprints by using public transport, carpooling, or selecting eco-friendly ride-share options like Uber Green when traveling to ILUMINA.
No Single-Use Bottles: We’ll provide jugs of water and glass cups, but feel free to bring your own reusable bottle, and our friendly staff will be happy to refill it for you.
Eco-Friendly Materials: Name badges are made from recycled materials, and where possible for any printed event materials.
Sustainable Catering: The Big Group Food Philosophy focuses on creating nourishing, delicious meals that enhance performance, with a strong emphasis on sustainability, local and indigenous sourcing, organic ingredients, and tailored, inclusive menus. All food waste is tracked and, where possible, donated to Oz Harvest.
Sustainable Venue: Hosted at ILUMINA at 1 Elizabeth, powered by renewable electricity with rainwater reuse, smart technology, and eco-friendly materials. The space emphasises natural light, energy efficiency, and sustainable design with Australian-made furniture. Learn more about ILUMINA’s sustainability practices here.
Event details
27 March 2025 | ILUMINA, Sydney
Timings:
Conference: 8:25am - 5:00pm
Networking drinks: 5:00pm - 6:00pm
Getting there:
Level 3, 1 Elizabeth St, Sydney NSW 2000
Click here for more information on getting there.
View here for venue access details.
Acknowledgement of Country
We acknowledge the Traditional Custodians of the lands where we work and live. We celebrate the diversity of Aboriginal peoples and their ongoing cultures and connections to the lands and waters of NSW. We pay our respects to the people, the cultures and the elders past, present and emerging.