Didi, Hyundai, Orchard, Principals and The Navigators to speak at the Mumbrella Automotive Marketing Virtual Summit
Three new sessions have been locked in for the Mumbrella Automotive Marketing Virtual Summit, set to take place on October 1, including from major manufacturer Hyundai and one of the most talked-about new brands, Didi.
Hyundai’s Kevin Goult will speak at the virtual summit with Mikaela Crimmins from Orchard
Hyundai’s director of marketing, Kevin Goult, will be joined by Mikaela Crimmins, planning director at agency partner Orchard, to share how they are trying to extract growth in a market that has seen steady declines even prior to COVID-19.
The manufacturer has consistently grown its brand in Australia and muscled into the middle market with staples including the Tucson, i30, Santa Fe and more. This session will reveal how it has done this and how it plans to keep the trend going.
Toy will explain the strategy behind the growth of DiDi in the Australian market
Didi’s head of Marketing, Douglas Toy, will also speak at the virtual summit, explaining how the company broke into the heavily competitive ride-share market.
In the session, he will explain what role marketing has played in the brand’s success, how it has been localised, how it manages to compete with Uber and Ola beyond price, and how it continues to disrupt the disruptors.
Bull and Thornley will present findings from recent Brand Alpha research
Meanwhile, Wayde Bull, founder and planning director at Principals, will join Cecile Thornley, founder of The Navigators to discover which auto brands are at risk of becoming wallpaper in the Australian market, which stand to gain from Holden’s demise and whether size matters in the auto category.
The information will be pulled from the results of the 2020 Brand Alpha study, a comprehensive look at the mainstream and luxury automotive markets.
The Mumbrella Automotive Marketing Virtual Summit takes place on October 1, 2020, with tickets on sale now.
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Damian is the head of content at Mumbrella, overseeing all content and editorial within the business. He has worked as a journalist and communications consultant across a number of industries for over 15 years. He has been with Mumbrella for more than three years, initially running event content. Damian was previously print editor of AdNews.
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