
Reuniting the PR & Communications Industry
May 27, 2021 | Doltone House - Darling Island Wharf, Sydney
During the challenges of 2020, the PR and communications industry held an extremely important role. Establishing a solid line of communications between business, consumer, stakeholder and client became key to an increasingly complex year. While Mumbrella CommsCon couldn't carry on in 2020, it's back for 2021, and there is now even more to talk about. Make sure you don't miss some of the best talent, stories and tips across an array of industry sectors in a full day conference that will bring the PR and communications industry back together in the same venue.

Reuniting the PR & Communications Industry
May 27, 2021 | Doltone House - Darling Island Wharf, Sydney
During the challenges of 2020, the PR and communications industry held an extremely important role. Establishing a solid line of communications between business, consumer, stakeholder and client became key to an increasingly complex year. While Mumbrella CommsCon couldn't carry on in 2020, it's back for 2021, and there is now even more to talk about. Make sure you don't miss some of the best talent, stories and tips across an array of industry sectors in a full day conference that will bring the PR and communications industry back together in the same venue.
FEATURED SPEAKERS
Stay tuned. There are more speakers to be announced very soon.
Shannon Chrisp
Shannon is an executive marketing professional with over 20 years’ experience developing and implementing consumer engagement strategies for local and international brands.
Currently The Body Shop’s Brand & Activism Director, Shannon is also a member of their Global Brand Advisory Board, which consults on future brand and activism campaigns. She has been with the B Corp beauty brand for nearly 8 years and leads a team of creative and spirited brand activists who are passionate about living the company’s purpose, which is ‘to fight for a fairer and more beautiful world’.
Before taking the plunge into the beauty industry, Shannon spent nearly 15 years working on some of the world’s most iconic footwear brands, which explains her well-researched passions for makeup and shoes.
As a mother of 2 young daughters and having lived and worked in 3 different continents, she has a very global yet grounded perspective on connecting with consumers.
As an expat American, Shannon has been deemed an ‘honorary Aussie’ by her peers but still doesn’t understand cricket and detests Vegemite.
Shannon has a BA in Journalism & Public Relations from Northeastern University in Boston, USA.
Pauline Linton
Pauline Linton has been working in the digital space for over a decade, kicking off her career in fundraising and communications at Inspire Foundation / ReachOut.com, an online youth mental health service. From developing online fundraising strategy to delivering life-saving services through social media, her experience and expertise traversed across research, creative, strategy, planning and programming.
In 2013, she entered agency land, joining Edelman Australia to help build their social media capabilities nationally. Working closely with clients to navigate the changing media landscape; and better understand the role of paid, owned and earned channels within that, Pauline applied her expertise to the content and social media strategies of some Australia’s leading brands, including Telstra, Gumtree, Adobe and PayPal.
In 2017, Pauline joined Adobe as their Head of Social Media in APAC; working across the Adobe creative and marketing businesses on everything from executive comms on social to brand and performance marketing programs. In 2019, Pauline’s remit was expanded to oversee brand, thought leadership and advocacy activities across Adobe’s business in APAC.
Simone Gupta
Simone is a Chief Executive Officer, brand communications specialist, and leadership coach with over 20 years of experience leading PR and social agencies in integrated agency networks in Australia, UK and USA.
This year, Simone took on the new role leading the One Green Bean team and its clients through a unique and dynamic period. During 2020 the team has provided trusted counsel and executed effective creative campaigns for a client base of iconic brands including Nike, Coca-Cola, The Body Shop Australia, ING and tech brands Amazon Australia, Afterpay, Airtasker, HMD Global (Nokia) and IBM.
Previously, Simone sat on the London based leadership team of WPP Team Red for Vodafone global. In Australia, she was key to reshaping the DDB Group of agencies (DDB, Mango, Tribal and RAPP) into an integrated model where strategic planning, social and technology sat at the heart of the group. Mango grew to be one of Australia’s leading PR agency brands through significant new business wins and implementing an integrated agency model for Telstra, McDonald’s and Volkswagen.
She is the winner of three agency of the year awards, Cannes Lions, and multiple campaign
awards. Simone has judged Cannes Lions, Clios, AWARD, Effies, B&T and PRIA awards.
She is a holistic leader and has been active in the gender equality discussion for many years,
running leadership workshops around the world, and hosting industry panels.
Simone is founding Chairman of women and girls education charity One Woman at a Time.
Stuart Terry
After working in some of the biggest, award-winning PR agencies around the world, Stu saw an opportunity to respond to the changing consumer and client landscape, founding Different with a single-minded mission: to do things differently.
Today Different partners with some of the world's biggest and most exciting brands, producing earned-first creative work that makes a real difference to their business and bottom line.
In the past year, Different was named one of Mumbrella Commscon’s PR Agencies of the Year, and was shortlisted for Emerging Agency of the Year at both the Mumbrella Awards and B&T Awards.
Stu loves collaboration and works with a team of creatives, planners, production managers, PR people and general culture vultures to produce work that works across PR, social, influencers, events, content and more.
Outside of work, Stu is passionate about mental health and provides pro bono counsel to The Black Dog Institute, Australia’s leading research-based organisation dedicated to understanding, preventing and treating mental illness.
He is also the proud co-parent to Arnold, a retired racing greyhound who spends his days doing zoomies for a hot minute then sleeping the rest of the day.
Kurt McGuiness
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.
Alex Erasmus
Alex Erasmus is National Head of Strategy at Red Havas Australia. Fascinated by culture and how it can engage and influence behaviour, Alex works with different teams to ensure every idea is grounded in strong insights. He also leads the local iteration of the Havas Meaningful Brands research, in collaboration with the global team.
With 15 years PR & Advertising industry experience, Alex plays a key role in ensuring the PR and social approach works seamlessly with the above-the-line strategy for clients like Toyota, Lexus, Nestlé, BIG W and Ancestry.
Before joining Red Havas, Alex was General Manager of social media agency, Society. One key highlight was helping Samsung host 'Bingefest', a 24-hour festival at the Sydney Opera House, which included a Buffy The Vampire Slayer marathon and a surprise appearance from Shia LeBeouf.
In previous lives, Alex helped leverage DHL’s sponsorship of the Rugby World Cup and moved to Japan to establish the digital practice for Edelman, despite speaking no Japanese.
Eric Boone
Adept at strategically partnering with international NGO's and intergovernmental bodies on policy issues of social concern, Eric Boone leverages this experience as a K&L Gates Pro Bono Coordinator. In this role, he is responsible for establishing strategic partnerships and approving individual matters to secure pro bono work for lawyers, aligning with his values on social justice issues.
Combining experience from senior roles across and not-for-profit sectors and in private practice, he is a thought leader on national and international policy matters with a demonstrated ability to influence at the highest levels.
Eric is an experienced finance lawyer with a successful track record of delivering large-scale projects in an environment of high stakes. A strategic thinker, he has a proven ability to negotiate complex arrangements and deliver successful outcomes for his clients.
Carl Moggridge
Carl is a Managing Partner at Magnum & Co, responsible for strategy and creative at the agency. Most recently, the agency is known for doing award winning global work for iconic brand Converse, where campaigns are currently live in 27 Cities around the world.
Prior to joining Magnum & Co, he’s held senior planning roles at Naked Communications, Razorfish, Ogilvy and Edelman. Over the last 18 years, he’s worked on campaigns that have won over a dozen Cannes Lions, Effies and even a Digital Emmy, for the likes of Coca-Cola, Philips, Qantas, Samsung and DIAGEO.
Carl Ratcliff
Carl is Managing Partner at Magnum & Co and founder of brand consultancy, This Is The Day. His global experience ranges from strategic planning, to media client brand guardianship and agency leadership, including One Green Bean. A known advocate for creative effectiveness, Carl has worked across a famous array of iconic brands such as PlayStation, Absolut, Waitrose, Virgin Group, Kmart, Nike, CommBank & Maccas. His work has been awarded across Cannes, D&AD, IPA and Effies too.
Veteran that he is, Carl understands that Marketing has never needed to prove its worth more. But, in an outstanding manner that is truly sustainable, genuinely meaningful and fiercely creative.
Annette Williams
With a passion for storytelling and purpose-led communications, Annette brings a diverse background of experience to her current role as National Communications Manager at Blooms The Chemist, the leading community pharmacy group in Australia. Overseeing all internal and external communications, Annette works across the brand’s 104 stores, coordinating with multiple departments to engage the company’s key stakeholders, including a team of 2,500 nationwide. In 2020, Annette was integral to the business’s COVID-19 response strategy as pharmacies played a pivotal and courageous role in serving Australia’s healthcare needs.
Annette’s career spans several industries, including beauty, education, and healthcare. She has more than 15 years’ experience across sales, marketing and communications.
Annette is a founding member of the Blooms The Chemist Make-A-Wish Committee, spearheading national events and fundraising initiatives to achieve the brand’s $1,000,000 donation milestone. In 2019, Annette was part of the working group on-site in Africa assisting with the building of a Blooms The Chemist-funded maternity ward and mother’s shelter in Zambia. She is also a member of the brand’s CSR Committee, working to further develop Blooms The Chemist’s CSR program and create even greater impact across Australia and beyond.
Robyn Sefiani
Robyn established Sefiani Communications Group in 1999 with the goal of being a world’s best practice public relations firm, providing corporate leaders with highly effective communications counsel and services through a dedicated, personal approach.
With over three decades’ experience, Robyn has advised some of Australia’s and the world’s leading companies in strategic communications and issues and crisis management. Prior to establishing Sefiani, Robyn was Co-President of Edelman Asia-Pacific and spent 12 years with the firm where she was also a director on the global Edelman board.
Robyn graduated with Distinction from Charles Sturt University where she obtained a Bachelor of Arts (Communication). She is a Fellow of both the Australian Institute of Company Directors and the Public Relations Institute of Australia, and served for many years on the board of Special Olympics Australia.
Nichole Provatas
Nichole has 14yrs experience building strategic digital programs and delivering creative brand campaigns with measurable impact, in both the United States and Australia.
She specialises in digital marketing and social strategy, content production and creative, influencer management, paid media, measurement and analytics, and executive visibility programs.
She has developed international campaigns for Adobe, Citibank, GE, PayPal, Telstra, Disney, GSK, Unilever, NIVEA, Bayer, HP, Target, Microsoft, KPMG, Chobani, Expedia, CVS, T-Mobile, Dropbox, Honeywell, and Verizon. She has held in-house roles for Tourism Victoria and Adobe, and led teams at Edelman Digital and WE Communications.
As WE Communications’ Group Head – Digital, Creative and Strategy, she leads a team of planners, creatives, comms and brand strategists, paid specialists, community managers, producers and analysts. She is responsible for leading the agency’s specialist departments operational business and its role in continuing to evolve the agency’s offering and global IP.
Nichole has won industry awards including a Gold SABRE Award for work with PayPal and highly commended Mumbrella’s Best Influencer Strategy for Adobe. She also spoke at Mumbrella's inaugural B2B Marketing Summit in 2018.
Kevin Johnson
Kevin is an Enterprise Account Director at LinkedIn and has over 15 years’ experience working within digital and data led organisations.
In his role within the Marketing Solutions division, Kevin provides consultation to some of LinkedIn’s largest Global Enterprise clients across APAC, predominantly focused on the Technology vertical. He partners with Marketing and Talent Executives and their Media and Content Agencies, playing a key role in the design and management of advertising programs on LinkedIn that deliver positive marketing outcomes and business impact. Kevin is skilled in Social Media Marketing and enjoys providing value to his clients through strategic consultancy across topics such as Full Funnel Marketing, Content Best Practice, Account Based Marketing and Lead Generation.
Kevin started his career in the UK at WPP’s global data, insights and consultancy agency, Research International (now part of TNS Research). Subsequently, Kevin held Operational Leadership positions at both MarketTools and Lightspeed Research, international leaders in digital research, providing software and data platforms that allow organisations to generate real time insights from online audiences.
Prior to joining LinkedIn in 2012, Kevin transitioned from Operations to Sales, joining digital content publisher, CBS Interactive, as Senior Account Director. In this role, Kevin worked closely with Media Agencies and Marketing teams for some of Australia’s leading brands and was responsible for the sales and management of integrated marketing programs, including content advertising and syndication, research, events and qualified lead generation programs.
Russ Tucker
Russ Tucker is Executive Creative Director of Eleven and FleishmanHillard.
Russ creates ideas that earn media attention. His attention seeking ideas have been recognised most notably with an International Emmy. He’s judged at the International D&AD awards and the Cannes Lions Festival of Creativity representing Australia on the Mobile and more recently PR juries.
Russ champions ideas with a higher social purpose and has creatively directed award winning marriage equality campaigns such as First Dance for Apple, Airbnb, SKYY Vodka and Tourism New Zealand.
When he’s not in the office, Russ loves to paint mini-graffiti on model train sets which he believes is not geeky at all….not at all.
Wylie Fowler
Wylie Fowler is Executive Planning Partner at Eleven and TBWA Sydney.
Wylie leads the integrated strategic thinking for some of Australia’s biggest and most trusted brands. He is well versed macro brand and business strategy, creative and communication strategy and executional strategy across a range of industries and client types.
Wylie is a truly integrated thinker with practical experience across the full range of the marketing mix. He has a clear strategic view of the roles of big ideas, channels, assets, messaging, distribution and stakeholders in solving business problems and driving creative, communications and commercial results. It is this that makes him a powerful leader, unique, strategic and valued contributor to any marketing effort.
Wylie is an accomplished surfer, reluctant vegan, has lunched with The Queen and is a father of 2 beautiful little girls.
Matt Holmes
Matt is Co-Founder and Executive Creative Director of creative PR and Social agency Poem. With 17-years of experience in London and Sydney working with clients at the forefront of brand entertainment, he’s passionate about baking earned media value into ideas at the start of the creative process.
Ideas born from genuine human insights and delivered with emotion triggers that earn a place in people's lives and move people to take action.
His campaigns have been recognised by awards at the likes of Cannes Lions, AWARD Awards, Mumbrella, Effies and Spikes Asia."
Independent creative PR agency Poem has had a rapid rise in just six years, with Sony PlayStation, Blackmores, Beats By Dre, Expedia Group, Nespresso, Movember and adidas, just some of the high-profile brands that they’ve been engaged by.
Rob Lowe
Rob Lowe is Co-Founder and Managing Director of independent PR and Social agency Poem. With over 20 years in PR, working within some of the world’s leading creative PR agencies, Rob’s 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 then partnered with Matt Holmes to launch Poem in 2015.
The experience has shown him the potential PR has to drive more meaningful change when thought of as a skill set to connect with people. As a result, Poem is built on the principle of being more human.
Independent creative PR agency Poem has had a rapid rise in just six years, with Sony PlayStation, Blackmores, Beats By Dre, Nespresso, Expedia Group, Movember and adidas, just some of the high-profile brands that they’ve been engaged by.
Sonia Clarke
Sonia is a strategic communications expert with a passion for storytelling. At PwC, she helps leaders think through how they connect, collaborate and create with employees, stakeholders and citizens to solve complex problems and build trust.
Prior to joining PwC, Sonia spent more than a decade in PR, where she held senior agency leadership roles and directed award-winning campaigns which spanned consumer brand building to corporate reputation management.
Most of all, Sonia loves speaking about herself in the third person - because she can make outrageous claims (like she invented the press release) and no one can question them.
Ben Hamer
Dr Ben Hamer is one of Australia's leading work futurists. He drives the Future of Work agenda at PwC and, in this capacity, spent time seconded to the World Economic Forum heading up critical projects on the future of work, skills, and education.
Ben has a Doctorate of Public Administration, which included time spent as a Visiting Scholar at Yale University, alongside being a Board Member with the Australian HR Institute and an Adjunct Fellow with the Centre for the New Workforce at Swinburne University. Ben has featured extensively across print and radio providing expert commentary on the Future of Work and is the host of PwC's podcast series, Exploring the Future of Work with PwC Australia.
Prue Ryan
Prue Ryan started her career in TV production and moved into PR in film, fashion, retail and hospitality, before joining Tennis Australia. As Head of PR she leads a team dedicated to promoting the sport from ‘grass roots to Grand Slam’, and events including the Australian Open and other national and international tournaments.
Emily Ritchie
Emily is a highly experienced corporate affairs executive operating as a trusted advisor to CEOs, executive leadership teams and Boards, informing and enabling business strategy with a focus on strong commercial and reputational outcomes. With experience at senior leadership levels in ASX-listed organisations including Medibank, National Australia Bank and AMP, she has led significant projects across multiple markets including the US, UK and Asia. Emily’s early career was as a radio journalist and political advisor.
James Hutchinson
James is Global Head of Business at Sling & Stone, where he works with companies from stealth startups to multinationals to tell stories of change and disruption in global industries. Before jumping into communications, James was a journalist with The Australian Financial Review and technology publications.
Conal Hanna
Conal Hanna is Streem’s Media and Partnerships lead, providing journalists with regular analysis and commentary on the news cycle. Before joining Streem he worked as Digital Editor of the Sydney Morning Herald, Managing Editor of Brisbane Times and Head of Audience and Strategy for Fairfax Media nationally. He is the recipient of a Melbourne Press Club Quill award for Innovation in Journalism and has been a Walkley Award finalist.
Bradley Tubb
Bradley is Head of Client Services at Sling & Stone, overseeing the agency's portfolio of fintech clients, including smartbank 86 400 and leading global Buy Now, Pay Later (BNPL), Zip Co.
Starting out as a reporter for a local UK newspaper, Brad has since advised some of the world’s largest consumer, enterprise and financial services firms, including those operating in highly complex regulatory environments.
Current and past clients include PwC, Boston Consulting Group, TD Bank, Zip, Uber, Nando’s, Hertz, Intel, McAfee and Visa.
Travis Tyler
With two decades of retail banking experience, Travis Tyler oversees both the product and marketing functions at 86 400, Australia’s first smartbank.
Leveraging experience across the customer life cycle and most recently running the digital business for Westpac Group, Travis’s passion for the customer and working at the digital edge positions him well to help build the first truly customer-obsessed bank.
Working with a world-class technology team, Travis aims to reinvent everyday banking and deliver new experiences to customers to truly improve their whole financial world.
Jude Blankfield
Jude Blankfield is a marketing and communications do-er with an extreme passion for start-ups and influencing change in consumer behaviour. Results obsessed, Jude loves nothing more than taking an impossible idea, and finding the perfect blend of strategy, creativity, and relentless passion, to make it possible.
Jude is currently the Head of Marketing at fintech Slyp where she is lucky enough to be able to apply all of the above. Jude leads the marketing function with a dual focus on B2B and B2C – driving awareness of smart receipts and helping the company move closer to their goal of eliminating paper receipts, for good. She is fundamentally helping influence change in consumer behaviour in a really big way.
Prior to Slyp, Jude was VP Marketing - Brand & Communications at Rokt. Based in New York, she led the strategy and execution of all brand marketing to drive global positioning and commercial success for the hyper-growth marketing tech start-up. During her time at Rokt, she acted as a key advisor to the CEO and executive team on corporate communications and public affairs, working closely with the team leading the $70m ‘Series C’ capital raise and Rokt’s high profile and landmark Federal Court IP Australia case.
Before she caught the ‘start-up bug’, Jude spent 8 years traveling the world working in PR, marketing and events in Australia, the UK, and NZ, at both agencies and in-house, across global clients including PlayStation, Married at First Sight, MasterChef, V8 Supercars, Procter & Gamble and Samsung.
In her spare time, Jude sits on the advisory board of aerial intelligence start-up BIRDI.
Jude is proudly in the final stages of completing her Bachelor of Media and Communications which she put on hold to accept global opportunities earlier in her career.
Anhar Khanbhai
Anhar Khanbhai is the Senior Manager, Public Relations (Pacific and Japan) at Wise.
Wise is a global technology company, building the best way to move money around the world. Launched in 2011 under its original name TransferWise, it is one of the world’s fastest growing tech companies having raised over $1 billion in primary and secondary transactions from world leading investors. 10 million people and businesses use Wise to hold 55 currencies, move money between countries and spend money abroad.
Prior to joining Wise, Anhar worked with brands like Slack, Red Bull, Koala, Kogan.com, Stripe, and more. A finalist in Mumbrella and B&T's best in-house PR professional of the year awards and in Momentum Media's marketing professional of the year, she also provides communications, PR and branding mentorship to migrant and refugee entrepreneurs building their own tech startups in Australia through Catalysr.
Dan Monheit
Dan Monheit is cofounder of Hardhat, the award winning creative agency that's built on behaviour. Dan consults to many of the country’s largest brands, and has been invited to present on how marketers can better use Behavioural Science at leading global events including SXSW in Austin Texas. His Bad Decisions podcast regularly features in the ‘top podcast’ charts and draws listeners from over 90 countries. His Behavioural Science book, “Terrible Advice for Excellent Marketers” will be released in 2021.
Richard Brett
Richard Brett has over 20 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, working across all the OPR businesses to deliver stand out, effective campaigns for clients such as eBay, Netflix, Ford, Atlassian, and KFC. The agency was named Sabre’s 2019 Australasian Agency of the Year, and Richard was named CommsCon’s Leader of the Year 2019. He was also named CEO of Ogilvy Health in 2021.
Richard also leads the agency’s annual thought leadership platform ‘Futures’, which outlines forthcoming insights that will impact Australian business, government, brands and organisations. In the last two years Futures has been presented to over 70 different organisations and almost 4000 people across Australia and New Zealand.
Before becoming CEO, Richard spent four years as managing director of the brand marketing team of opr - Pulse Communications. During Richard’s tenure the Pulse team won or was shortlisted for over 30 awards including being named CommsCon Highly Commended Agency of the Year 2016.
Previously Richard was managing director of Shine Communications in London between 2009 and 2013, and global VP of marketing communications for Samsonite between 2006 and 2009.
Richard has been shortlisted or received over 120 awards for his work. He has an MBA in Management from Imperial College London and in 2020 co-authored his first book ‘The Decade of Do’.
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 2021 to Chief Creative & Strategy Officer, 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. She’s at her best helping teams develop creative platforms that build brands, sell products and win awards. Today Bridget is excited about how creative and strategic thinking can make brands matter to their audiences.
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.
Bridget’s client experience includes: Hermès, Louis Vuitton, Lancôme, Tiger Beer, Berocca, Nescafé, Nissan, Renault, Dacia, Peugeot, Evian, Hennessy, Pernod Ricard, La Poste, Wonderbra, Nestlé and Mattel.
"It’s a world class conference. There are people and brands from all over the world who have come together today to be a part of this and share their insight and learnings with one another."
"There is a great deal of energy in the room and tremendous ideas flowing!"
"The thing that keeps me coming back to CommsCon is the variety of topics that are discussed - it’s not too technical, but it’s also not too ethereal. There’s a good mix of inspirational, high level discussions and some of the more detailed, nitty gritty that you know communications marketers don’t often get a chance to talk about."
Check out the full program
Every so often, communicators have the opportunity to really make a difference. Sefiani helped bring to light the true story of Quaden Bayles, the 9-year old indigenous boy with dwarfism, relentlessly bullied for his difference and disability.
His desperate mother had posted a video of distressed Quaden on Facebook which went viral with 25 million views in two days. A GoFundMe page started by American comedian Brad Williams raised $700,000 and hateful social posts and death threats followed, alleging Quaden was an adult and the Bayles family were scammers.
Corporate law firm K&L Gates stepped in to deal with the trolls and sought Sefiani’s advice on how to set the record straight about Quaden’s age and disability. The two companies worked pro bono to gather the facts, Sefiani assembled interviewees across the globe to help tell Quaden’s story and approached ABC Australian Story who produced a half hour documentary dispelling the myths and detailing the avenues for legal recourse when users violate the terms and conditions of the digital giants themselves.
In this session, hear the full story from K&L Gates' Special Counsel Eric Boone and Sefiani's CEO Robyn Sefiani.
The relationship between marketing and communications has never been closer, with COVID and its impact on budgets accelerating the need for more efficient and integrated activities. However, the question in the industry still remains - how do you truly show the commercial impact of brand communications?
In this session, WE Communications, Adobe and LinkedIn will walk through their Brand to Demand approach that proves that consumers who see brand content before demand are 76% more likely to convert.
Brand to demand is the result of the close partnership between client, agency and platform, where the unique approach for proving the commercial impact of top of funnel activity and improving the overall efficiency of brand marketing was born. The team will share key takeaways that involve reaching key audiences with brand content - such as earned media stories, influencer posts, owned articles, product reviews – before they see conversion content to drive cost efficiencies and brand sales.
How do you think strategically in the middle of a media maelstrom? How can you reach your target audience in a polarised, fragmented landscape?
Three of Australia’s leading communications practitioners share their insights in this panel discussion addressing the biggest changes and challenges in media.
Join Prue Ryan, Head of Public Relations at Tennis Australia; Emily Ritchie, Senior Executive External Affairs at Medibank; and James Hutchinson, Global Head of Business at Sling & Stone, as they discuss planning comms and responding to issues in a time-poor media landscape where attention is at a premium.
They’ll also open up about the personal demands of the 24-7 news cycle and reveal the lessons they took from the pandemic that will inform their comms strategies going forward.
The discussion will be hosted by Conal Hanna, Media and Partnerships Lead at Streem media monitoring and a former Editor of Brisbane Times and Digital Editor of The Sydney Morning Herald.
As we regroup after a year like no other, it’s never been more critical to consider which behaviours will change and which will stay the same in our new reality. Dan unpacks a collection of behavioural biases that are most relevant to PR and Communications professionals in a world post lock-down. For each, he brings to life the foundational research, real-world examples and actionable key takeaways to achieve even better results. This high energy presentation will leave you feeling ready to conquer the rest of 2021 and create powerful campaigns that are built on behaviour.
Disruption is arguably an overused term. But move past the cliche and there are important habits that PR & comms professionals should add to their professional repertoire.
After a year that disrupted the entire world, there has never been a more important time to re-evaluate the meaning of disruption, it's power, and how to really execute.
In this session, Eleven shares creative and strategic learnings on how it managed to flip the script on one of the toughest years in business and help its clients meaningfully disrupt.
Case studies include turning New Zealand into a gaming walkthrough when borders closed and getting local bars e-com enabled mid pandemic lockdown. If you're questioning the meaning and power of disruption, especially after 2020, this is a must-view session.
As we continue to navigate new hybrid models of working, PR and communications have shifted away from the functional news that dominated the COVID crisis response. This next phase is about adjusting to our new normal and actually doing things better, rather than just getting by.
Drawing lessons from the worlds of culture, behavioural economics and entertainment, this session will discuss how comms professionals can make the most of our new reality to help teams connect, collaborate and create.
Hear from Sonia Clarke, Director at PwC’s The Difference, and Dr Ben Hamer, Future of Work Lead at PwC, as they explain the ever-growing need for comms in hybrid environments, how to co-create with your audiences and why it matters, how to capture attention while workload (and meetings) continue to increase and how to design the right conditions for collaboration and creativity.
We are living amidst a failing war on attention. A state of attrition in which the race to the bottom of people’s brainstems is addictive and easy. Meanwhile, marketing and communications rewards itself on the basis of this addiction.
We call time on this war.
And, instead, urge marketing and communications to become more aggressively inventive - outside the world of digital armament and algorithm - to herald an (old) new quest: share of culture. One that makes the most of the extraordinary moment in time that is 2021, creates meaningful legacy, and is measurable (in a manner that attention really isn’t).
Fortunately, there is a vanguard to follow. Action biased and practitioners of luck, these brands seek to connect with a mainstream universe, but on mutual terms. Rarely seen Australian research, derived from 6,000 respondents nationwide, will help frame modern Australian sentiment. And offer a key to a new dawn for meaningful marketing and communications.
Despite a turbulent year, journalism at its core didn't change substantially in 2020. When it came to the automotive sector, the industry faced redundancies, but also new business launches. Communicating in the ‘new normal’ of the COVID-19 pandemic led to a change in how agencies and brands worked with journalists and stakeholders, ensuring that the media could keep doing their jobs.
Like many sectors, automotive rode the wave of uncertainty, ending the year with the promise of a return to growth. Throughout 2020, new product releases didn't stop; as news continued to flow and the pure art of media relations was arguably never more important.
In this session, Volkswagen Group Australia’s Kurt McGuiness, himself a former journalist as well as an experienced agency executive, will explain how he led the change in the brand's media relations strategy and the effect it is having into 2021 as the Group embraces a new way of communicating.
It’s harder than ever to cut through the white noise. In today’s world, brands jostle in any way they can for a moment of space on a person’s phone screen, a blink in their social media feed, a news headline or a conversation with their mates. You can pay for those impressions, but making a real human impression is the holy grail – and you need to earn that.
It’s about being more human.
In this session, Poem shares how they use their creative expertise in publicity, social, content, influencer, events and paid media amplification to move people enough that they’re willing to invest their time, attention or even their love into one brand over another.
Case studies include bringing the worlds of gaming and music together by creating a new track by Tash Sultana for PlayStation and getting a Russian to meddle in the New Zealand election to get a record number of overseas Kiwis voting.
If you’re interested in how integrating Paid, Owned and Earned media (POEM) channels can move people further down the funnel and drive more meaningful business outcomes, this is the session to be at.
The COVID pandemic proved once and for all that great work and time spent don't need to go hand-in-hand. Yet the majority of agencies still work and focus on timesheets and inputs, as opposed to results and outputs.
In this session, Different founder Stuart Terry will discuss how agencies and brands should be thinking about the relationship between time and work, and how they can gear their business towards a model that rewards results rather than time spent.
The session will also look at the latest measurement and tracking tools that link PR results to commercial outcomes and how they can be implemented to drive more effective creative work.
Research tells us people wouldn’t care if 77% of brands disappeared overnight. So how do brands become part of the 23% that people actually do care about?
Building a meaningful brand is key. Consumers want to support businesses that create positive impact; socially, environmentally and ethically.
When it comes to activism, global beauty brand The Body Shop isn’t afraid to be bold. In this session, The Body Shop’s Brand & Activism Director, Shannon Chrisp and One Green Bean’s CEO, Simone Gupta, will explain how an activist brand and its agency create purpose driven campaigns that earn attention.
Focusing on a recent campaign, the pair will discuss the process behind building an activist campaign that remains authentic and gains traction - from tapping into creativity and culture, to delivering value and impact for The Body Shop’s charity partner and more.
Whilst presenting many challenges, the COVID-19 pandemic has given communications professionals the opportunity to completely transform their practices and prove how valuable their role is in the critical functioning of a business.
In 2020, Blooms The Chemist’s communications team was essential in organising and engaging key stakeholders, customers and more than 2,500 pharmacy employees on the frontline of this healthcare crisis. Their role helped ease uncertainty and emotional distress through sharing consistent, transparent information, and providing timely guidance.
As Australia commences the rollout of the COVID-19 vaccine, which will include the brand's pharmacies, what the team have learnt and how they apply those learnings in their communications efforts will play a key role to ensuring the brand's audience builds resilience and creates positive change from unprecedented disruption.
In this session, hear from National Communications Manager Annette Williams as she details how Blooms The Chemist transformed its practices and what this means moving forward.
Take a tour through some of the latest insights in the way audiences are engaging and interacting with marketing communications from brands and organisations.
This session will share a number of insights from the agency’s latest Futures report, The Future of Content, which takes an in-depth look at the way we find, consume, make and share content in Australia and around the world.
The insights shared are the result of six months of research and observations distilling the impacts of technology, culture and society on content, and uses data and case studies to illustrate each trend.
Financial services continues to be one of the most-talked about sectors for innovation, both here in Australia but also around the world. So how are fintechs (financial technology companies) doing things differently to their traditional peers, and what lessons can PR and communications learn from a sector that has shown little sign of slowing through the pandemic? In fact, it is expected to be worth US$310 billion globally by 2022.
With a panel of both homegrown and international fintechs, 86 400, Slyp, and Wise, this session will explore the communications challenges and opportunities facing those on the frontier of financial services right now and what others can take from them.
Hear insights including how brands cut through the noise and change behaviours in such a fiercely competitive space, balancing the regulatory tightrope and meeting rapidly evolving customer expectations.
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Mumbrella CommsCon brings together leading PR and communications experts across brands and agencies to share strategies, insights, case studies and more specifically applicable for the communications space. The event offers businesses the chance to get their branding in front of key decision makers across the industry. Raise your brand awareness to a highly targeted audience and speak with us about creating a bespoke sponsorship that fulfils your marketing objectives.
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Need to know more?
Early bird deadline: April 13, 2021
Event date: May 27, 2021
Event timings: 08.30am - 17.00pm
Venue: Doltone House - Darling Island Wharf, Sydney
Mumbrella’s CommsCon 2021 is the biggest event for the PR and communications industry in Australia, providing professional growth and networking opportunity that will deliver great ideas and substantial learnings.
CommsCon brings together both in-house and agency side PR and communications professionals. If you work in any of the following areas, be sure to attend:
– 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