Mumbrella360 video: Never Lie to Your Mum – Bursting Conventional Campaign Templates

In the wrap-up of Mumbrella360 on June 7-9, 2016, we revisit highlights from the annual event.

m360 melanie wiese

Melanie Wiese, head of strategy at Meerkats Brand Leadership Company, discusses the complications of marketing to brand-savvy mothers.

Natalie Sarich-Dayton, marketing director at Brownes Dairy and Melanie Wiese, head of strategy at Meerkats Brand Leadership Company present the secrets behind their own success story in doubling weekly yoghurt sales and rising from number six to number two in their category.

m360 natalie sarich-dayton

Natalie Sarich-Dayton, Brownes Dairy’s marketing director, discusses the brand’s history.

Advocating a more honest approach to marketing, the pair also discuss their new approach to agency-client collaboration, drawing on your workforce as consumers themselves and the pitfalls in tracking the success of your campaign.


  • 3:40 Brownes’ story and campaign
  • 8:57 Partnership with The Wiggles
  • 12:42 Be honest about your brand
  • 18:20 Let your people be honest – utilising your staff
  • 22:29 Be honest about the brief – understanding your market
  • 32:56 Tracking campaign success
  • 38:00 Audience questions

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