From Malmö to Miami: The full Mumbrella360 program revealed

Global speakers from Malmö and Miami arrive on the speaker lineup, a live Black T-Shirts podcast spotlighted on the main stage, and purposeful troublemaking from The Aunties are among the final batch of content completing the Mumbrella360 agenda.

John Schoolcraft – chief creative officer, Oatly

Swedish food science company Oatly, the original maker of oat milk, is certainly unique in their approach and have subsequently built a world-class brand. How did they do it? They eliminated all of the things that get in the way.

Think: no focus groups, no briefs, creatives approve their own work, failure is encouraged. Oatly doesn’t even have a marketing department. How stupid is that? No CMO, no problem.

Chief creative officer John Schoolcraft will be making the long trip from Sweden to reveal all the secrets to Oatly’s global success, kicking off conference day 2 on the Mumbrella360 main stage.

This keynote guarantees to turn everything you’ve learned in business school on its head. You’re going to want to be in the room for this one.

Avery Akkineni – chief marketing officer, VaynerX

Joining Schoolcraft on the lineup is fellow American, and VaynerX’s global chief marketing officer, Avery Akkineni. Flying in from Miami, Akkineni will draw from her vast experiences leading global Fortune 500 campaigns, and break down why most marketing strategies are stuck in the past.

Forget everything you know about traditional marketing – the game has fundamentally changed.

Primed for the main stage on conference day 1, this high-energy session will reveal why attention is the new currency and provide a practical framework for ‘modern attention arbitrage’.

(L-R): Adam Ferrier, Brent Smart – co-hosts, Black T-Shirts podcast

Closing out conference day 1, which leads directly into the Mumbrella360 afterparty, is a live recording of Black T-Shirts, Australia’s biggest podcast on the business power of creativity.

During this episode, co-hosts Adam Ferrier and Brent Smart will share everything they have learnt about creativity so far from all five series of the podcast.

The duo will discuss highlights of the creative processes from their conversations with industry luminaries such as Samira Ansari, Nils Leonard, David Droga and more.

Delegates will also have a chance to join the recording as the hosts take questions from the audience. You could even end up on stage.

(L-R): The Aunties – Enero Group’s Abigail Dawson; Special’s Abbie Dubin-Rhodin; Clemenger BBDO’s Phoebe Sloane; Thinkerbell’s Dhivia Pillai; Born Creator’s Sive Buckley

Also freshly confirmed on the agenda is a panel discussion set to spotlight how mentoring movement The Aunties use purposeful troublemaking (and creativity) to dismantle industry inequity.

The creative industries thrive on diversity of thought. Yet women continue to face significant barriers. Despite years of conversation, the exodus of women from the industry remains a troubling reality.

During this session, The Aunties will snuff the lip-service and share tangible, actionable steps that industry leaders, allies, and agencies can adopt to support women and underrepresented groups.

(L-R): Lifeblood’s Jeremy Weiss; Tiktok’s Amy Bradshaw; Ground Swell’s Dennis Wong; Youi’s Dave Annesley; M+C Saatchi’s Steve Coll

Are great products and media spend still enough – or is it time for marketers to think differently about how they shape culture, influence behaviour, and stay relevant?

This panel discussion, led by M+C Saatchi’s chief creative officer Steve Coll, will explore the role cultural presence plays in driving real business impact.

The powerhouse panel includes Lifeblood’s chief marketing officer, Jeremy Weiss; Tiktok’s head of partnerships, Amy Bradshaw; Youi Insurance’s head of marketing, brand & partnerships, Dave Annesley and Ground Swell’s Dennis Wong.

(L-R): SBS’ Uma Oldham; TrinityP3’s Ellie Angell; Identity Communication’s Santosh Murthy; Intrepid Travel’s Louise Laing; SBS’ Tanya Denning-Orman

In light of major brands and big business rolling back their DEI commitments in 2025, Mumbrella360 has secured a panel of expert voices who will take to the dedicated ‘Challenger’ stream on conference day 2 to weigh in.

Hear how they are progressing the conversation both internally and externally around inclusion and why they are choosing to maintain momentum in the space – and how you can too.

Moderated by SBS’ head of marketing and media, Uma Oldham, the panelists include TrinityP3’s business director, Ellie Angell; Identity Communications, MD Santosh Murthy; Intrepid Travel’s GM marketing, Louise Laing; and SBS’ director – first nations, Tanya Denning-Orman.

(L-R): Online Marketing Gurus duo, Andrew Raso – co-founder, executive chairman and group CEO; Mez Homayunfard – co-founder and head of sales and partnerships

Session partner Online Marketing Gurus is also set to hit the stage to reveal the SEO state of play in 2025.

Co-founders Andrew Raso and Mez Homayunfard will unveil exclusive research insights from Australia’s largest ranking study.

(L-R): Colleen Ryan – partner, TRA; Terri Hall – managing partner, TRA

Another confirmed partner session comes from The Research Agency (TRA).

Agency partners Colleen Ryan and Terri Hall are set to deliver an interactive session unpacking findings from their major study on understanding perceptions of progress (in a disrupted world) and success in 2025, and the role brand can play.

Australia’s biggest media and marketing extravaganza, Mumbrella360, is just seven weeks away, taking place on May 27-29 at Carriageworks Sydney.

With the program now pretty much squared away, it’s time to lock in your tickets or risk missing out.

Across the three days delegates can expect a speed networking event, ten streams of cutting-edge content to choose from, an array of international speakers, dedicated masterclasses, the media and marketing industry party of the year, and game-changing learnings and inspiration guaranteed to leave an impression.

(L-R): Rob Mayhew, ALDI Australia’s Jenny Melhuish; Ikea Australia’s Kirsten Hasler; MLA’s Nathan Low; Uber’s Andy Morley

Plus, don’t forget we have Rob Mayhew flying in from New York to keynote, and an array of chief marketers on the lineup including ALDI Australia’s Jenny Melhuish; Ikea Australia’s Kirsten Hasler; MLA’s Nathan Low; Uber’s Andy Morley and more.

Check out the full program here, and stay tuned. There could be one or two more surprise announcements still to come.

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topics Abbie Dubin-Rhodin Abigail Dawson Adam Ferrier Amy Bradshaw Andrew Raso Avery Akkineni Black T-Shirts Born Creator Brent Smart Clemenger BBDO Colleen Ryan Terri Hall Dave Annesley Dennis Wong Dhivia Pillai Ellie Angell Enero group Ground Swell Identity Communications Jeremy Weiss John Schoolcraft Lifeblood Louise Laing M&C Saatchi Mez Homayunfard Mumbrella360 Mumbrella360 2025 Oatly Online Marketing Gurus Phoebe Sloane Santosh Murthy SBS Sive Buckley special Steve Coll Tanya Denning-Orman The Aunties The Research Agency Thinkerbell TikTok TRA TrinityP3 Uma Oldham VaynerX Youi Youi Insurance

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