Junkee, Empirica Research, Ehrenberg-Bass and the Centre for Amplified Intelligence join the Mumbrella MSIX program

Junkee will reveal the findings from its latest experiments and illustrate the benefits of the react-and-learn approach at the Mumbrella MSIX conference in November.

Pitney will join Waghorn-Hughes in explaining data lessons learned from Junkee

Tom Pitney, managing editor of Punkee, and Raen Waghorn-Hughes, audience development manager at Junkee Media, will take the stage to explain how the company uses signals in its data to turn around quick, thumb-stopping creative that’s distributed across social media and parent company oOh! Media’s digital out-of-home network.

The pair will also highlight key learnings from Punkee and Junkee and illustrate how they apply real-time learnings to the work done for brand partners including Qantas, Westpac and American Express.

Mumbrella’s MSIX conference takes place on November 9. Earlybird tickets are on sale now.

Kennedy will lead a session and then a follow-up panel on the merits of advertising pre-testing

Advertising pre-testing will also come into focus as Professor Rachel Kennedy, director (product development) at the Ehrenberg-Bass Institute for Marketing Science, presents a session to bring the issue into focus.

Kennedy will set the scene for a more robust debate in a short and sharp presentation that sets up the questions of whether or not brands and agencies should do it, and if so, how? The session will also look at the strongest methods of pre-testing creative work.

After the presentation will be a follow up panel discussing the finer points of the issue with Kennedy and the previously announced Sophie Coghill from Tourism Australia. They will be joined by Cassie Govan, managing director of Empirica Research, and Daren Poole, global head of creative, insights division, at Kantar Millward Brown.

The interplay between branding quality and technology will also be brought into focus in a session led by Professor Karen Nelson-Field PhD, industry professor of media innovation at the University of Adelaide and executive director at the Centre for Amplified Intelligence.

Technology, brand quality and attention will be the focus of a session lead by Nelson-Field

She will use technology as the base to consider how branding quality and other variables have impacted on attention and will cover the theoretical implications for brand growth. Nelson-Field will also provide a series of suggestions for marketers and creatives based on the latest insights science and technology have to offer.

Also confirmed is a unique session where three audience members will be invited on stage to present on a marketing science topic of their choice.

Audience members from MSIX will have a unique opportunity to take the stage and present their own session

At the beginning of the day anyone who wants to speak can register their name and subject matter. The audience will then vote on their preferred topics, with three speakers taking the stage in sessions running simultaneously.

Mumbrella MSIX takes place at the Powerhouse Museum in Sydney on November 9. Earlybird tickets are on sale now.


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