Marketers to ambush their bosses’ diaries to get free Mumbrella360 tickets
Australia’s top 100 CMOs are to be given free places to Mumbrella360 as part of an initiative to expose the best thinking in media, marketing and communications to the most elite marketers in the country.
The Defend The Date initiative, which has been developed by Havas Worldwide on behalf of Mumbrella, sees marketing teams urged to block out their boss’ time for Mumbrella360 – and get credit for getting him or her the complementary ticket.
The top 100 were selected by advertising spend in 2012, as listed in Mumbrella’s sister marketing database The Source.
The places are available to the top marketer at each of the 100 biggest brands, regardless of exact job title.
However, the offer is only open until next Friday May 17.
Mumbrella360 takes place on June 5 and 6 at the Hilton Hotel in Sydney.
The program features a series of high profile marketing case studies, including Virgin Australia, Cadbury’s and AAMI, along with keynotes from Twitter and Coles, and appearances from Nine Entertainment Co CEO David Gyngell and new Network Ten CEO Hamish McLennan.
Those who successfully block out their boss’s time to get a complementary ticket will also be entered into a competition to win a free ticket themselves.
The Defend The Date website allows staff to generate an electronic invitation which secures space in their boss’s diary.
Event curator Cathie McGinn said: ‘We acknowledge this initiative is somewhat elitist. These complimentary tickets are only open to people from the top 100 brands as listed by The Source. We want them in the room. They’re the people our sponsors most want to bump into in the corridor, our presenters want to influence and that delegates want the chance to talk to.”
Havas’ head of planning Phil Johnson said of the defend The Date initiative: “Mumbrella360 is a date not to be missed but our challenge was how do we get it into top marketers’ diaries? We didn’t want the usual dry advertising/DM combo. That’s when we had the idea of using the marketing staff … they have instant access to their boss’s diaries, access that we could only dream of. So, through ‘Defend the Date’, we made it easy for them to get their boss a complimentary invite.
“There’s a real element of tongue-in-cheek. Yes, you’re sucking up to your boss but you’re also doing him/her a real favour by getting that complimentary invite. Everybody’s happy.”
- To secure a free ticket for your boss, go to the Defend The Date website;
- More information on the program and tickets to Mumbrella360 are available here.
Credits
Executive Creative Director: Steve Coll
Creative Team: Nicole Hetherington and Simon Fowler
Digital Design: Will Brown and Adam Shutler
Digital Build: Sam Court and Julian Lee Wen Hsi
Project Manager: Jeronimo De Leon
Technical Director: Gordon Dougal
Head of Planning: Phil Johnson
Senior Account Director: Steve Osaer
