International speakers from Google, Viacom, Shutterstock and Accenture’s UK ad agency Karmarama join lineup for Mumbrella360
The founder of Google’s US brand think-tank The Zoo, the marketer leading the rollout of Tesla’s brand in Australia, plus the founder of Accenture’s big UK agency acquisition Karmarama, are among a string of major sessions today revealed for the lineup of June’s Mumbrella360 conference.
Mike Yapp, will reveal what “hypertelling” means for brands at Mumbrella 360
Mike Yapp, who founded Google’s creative think-tank for brands and agencies, The Zoo, will outline how “hypertelling” is transforming audiences into users, and what this means for brands.
Based in San Francisco, Yapp was previously executive creative director at Carat US and also led the merger of three creative shops in the US under one brand, Isobar North America.
In his current role at Google’s The Zoo Americas, Yapp is responsible for leading a team of creatives, technologists and strategists, connecting brands and agencies with users through digital creative ideas. His presentation will explore how technology has created a profound opportunity for users to manipulate stories and determine how they will be told. From simple memes to virtual reality, what Yapp refers to as “hypertelling” will change the way stories are told and experienced.
Meanwhile, the founder of UK agency, Karmarama, Ben Bilboul, joins Mumbrella360 to discuss the recent sale of his agency to Accenture Interactive, and what it means for the communications world. At the time of the acquisition, the move was seen as sending one of the biggest signals yet that consultancies such as Accenture are moving firmly into what had previously been agency territory.
Ross Martin, Vicky Mei Hsu and Paul D’Arcy have also been revealed as speakers at Mumbrella360
Bilboul will make the case that by adopting a consultancy mindset and by integrating both business strategy and commercial creativity, agencies will secure their positions and become more valuable than ever before.
Another international keynote will come from Ross Martin, executive VP of marketing strategy and engagement at global broadcasting behemoth Viacom. Last week Viacom unveiled its new brand strategy including a focus on its six key brands of MTV, Nickelodeon, Nick Jr., Comedy Central, BET and Paramount.
Martin will explore how embracing culture, experimentation, data, creative innovation and research are empowering radical audience intimacy and allowing them to own and shape the context of their fandom on their own terms.
Meanwhile, stock library Shutterstock’s VP of global customer acquisition, Vicky Mei Hsu, will describe how marketers can strike a balance between automation and human decision-making.
Other international speakers revealed today include Paul D’Arcy, global senior VP of marketing for jobs search engine Indeed, who will talk about what goes into making an effective modern-day TV ad; and Havas Media’s Paris-based global chief insights and analytics officer, Maria Garrido will join Havas Media Australia’s chief strategy officer, Imogen Hewitt on stage to reveal how to create content that matters.
Maria Garrido, Ben Bilboul, and Imogen Hewitt to speak at Mumbrella360 in June
Other Mumbrella360 sessions revealed today include:
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“Human, Unexpected and Bold – How NAB Became More Human” by embracing diversity, with speakers Michael Nearhos, GM brand experience, NAB; Kristy Macfarlane, head of diversity and Inclusion, NAB; and Darren Natale, MD, Aesthetic
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“The Value of Word of Mouth: The Strategy Behind Tesla’s Launch in Australia”, presented by Heath Walker, Senior Marketing and Communications Manager, Tesla ANZ
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“How to Raise a Unicorn (and take a great idea to the next level)”, with speakers Simon Reynolds, VP Marketing, Airtasker; and Colin Jowell, Strategy Director, UDKU
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“Running with Knives: The Risk/Reward of Fast Thinking”, featuring speakers Mark Bayliss, VP customer service, Optus; Kinda Grange, GM Grocery, Goodman Fielder; James Sykes, global innovation and design, Beam Suntory; and Adam Donnelley, head of strategy, The Works / president, IAA Australian Chapter
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“Taming Technology: Creating Awesome Interactive Experiences”, presented by the founder of experiential service studio Well Placed Cactus, Jack Gillespie
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“White, Straight and Hopelessly Out of Touch (Is this the Australian Marketing Industry?)” which will include the reveal of exclusive research into how contemporary Australians feel about the way they’re portrayed in big budget communications, compared to what the marketing industry thinks. The session will be presented by consultancy Direction First’s Matt Jorgenson and Pamela Wong
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“How to Get Inspiration Everyday”, presented by Cassandra Hunt, principal director of consultancy, Second Road
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“The Secret to a Long-Term Client/Agency Relationship”, moderated by founder of New Business Methodology, Julia Vargiu. The session will see four former top agency CEOs who are now CMOs discuss what it’s like on the ‘other’ side, what they wished they knew back in their agency days and what they really want their agencies to know right now. Panelists will include Jenny Williams, chief marketing officer, HCF; Luke Dunkerley, GM corporate marketing, Woolworths; Melissa Hopkins, director of marketing and communications, Optus; and Paul Bennett, head of marketing and client experience, Metlife Australia.
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“Rethinking Your Brand for The Age of Agelessness”, a session on how to market to people aged 50+, who spend over half a billion dollars on brands, every day. Speakers include Laura Demasi, director of research, mind and mood, Ipsos; Jeff Sanders, CEO, Beyond Analysis; Brigitte Warne, MD, Silverfox Mgmt; and Nick Richardson, Partner, Fifty Not Out
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“Moving Out-of-Home: The Billion Dollar Digital Makeover Redefining OOH” with speakers Michaela Chan, CMO, oOh!Media; Rob Atkinson, CEO, Adshel; Janine Wood, CMO, APN Outdoor; Max Eburne, chief commercial officer, JCDecaux ; and Nazar Musa, CEO, Medical Channel
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“Exclusive Research: Is Middle Management Broken?”, presented by Rob Pyne, director of consultancy, Realizer
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“Art for Ads’ Sake”, a session that will attempt to define the difference between art and ads and how modern brands must close the gap to truly connect. Presented by Kieran Antill, ECD, J. Walter Thompson Melbourne; and artist, Peter Drew.
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“When it’s Okay to Fail (Bringing Design Thinking into Big Business)”, a session co-presented by Ian Swanson, design lead, Coca-Cola; Giles Day, director of innovation, Landor North+South; and Ashley Stapleton, strategy lead, Landor
As Mumbrella has previously announced, the founder of the world’s hottest media agency network, Hearts & Science, Scott Hagedorn, will be making his first Australian appearance at Mumbrella360. Omnicom’s newest media agency network Hearts & Science launched in the US in April last year. It almost immediately snatched the two biggest media accounts in North America with Procter & Gamble and AT&T worth an estimated US$5bn.
And Mozilla Firefox’s head of global social, the San Francisco-based Maura Tuohy, will explore the topic of socio-digital anthropology – the study of humans through understanding their social media behaviours – to uncover cultural insights that shape powerful brand marketing and creative advertising.
Plus, PwC partner Megan Brownlow will return for a second year as the closing keynote to provide the first full details of the annual PwC Australian Entertainment and Media Outlook report – an established and authoritative forecast of revenues in advertising and consumer expenditure.
The earlybird discount offer for Mumbrella360 – offering a saving of $700 per ticket – expires on April 12. To book tickets for Mumbrella360 at the earlybird discount price, click here.
