Mumbrella Masterclass 2019

Mumbrella Masterclass: Marketing to Seniors

Seniors are the disruptive demographic – they can be seriously cashed up, extremely time-rich and full of diverse interests. But they are also a group that is continually marketed to in ways that assume too much about them and will not grab their attention.

Changing this is not rocket science but it does require a significant rethink of who seniors are and what they want. Doing this could have a dramatic effect on ROI if you get it right.
Bronwyn White is the CEO of New Young Consulting, a market research company that specialises in the over 55’s lifestyle and travel market. She’s spoken at both the Mumbrella Travel Marketing Summit and Mumbrella360 on marketing to seniors, both times with delegate ratings well above four stars.

At the Mumbrella Masterclass: Marketing to Seniors, White will lead an interactive session that will change the way you think about seniors and how to market them.

If your business is trying to stay relevant with this continually shifting demographic, looking to accomplish significant growth over the next few years or operating in a highly competitive space, targeting one of the biggest demographics successfully could be a significant part of the solution.

Learn how to do it best in this detailed Masterclass.

Mumbrella Masterclass: Behavioural Economics

This jam packed working session will cover the basics of behavioural economics and the standard frameworks developed. Thinkerbell’s Adam Ferrier and Dominic Counahan will then take these principles and show how they relate to marketing.

In particular, we’ll look at how the principles of behavioural economics can be applied to:

Constructing, building, and managing a brand
Media planning
Creativity and ideas

Finally, in covering these areas we’ll look at where the fields of behavioural economics overlap with marketing sciences and advertising effectiveness.

After the 90 minute session participants should feel like they have a grasp of behavioural economics and know their way around the right frameworks to help them think through marketing and communications challenges that they may face. This the course may completely change your life.

Mumbrella Masterclass: TikTok for Marketers

TikTok, the social media video app that launched just two years, is one of the biggest talking points amongst marketers, but what exactly is it, where does it fit in the social landscape and how can marketers and their agencies capitalise on it?

The Mumbrella Masterclass: TikTok for Marketers, will answer those questions and more as the industry dives into a new and exciting platform.

We Are Social’s Managing Director, Suzie Shaw, and Paid Media Manager (plus TikTok expert), Zeb Smith, will explore the intricacies of TikTok as a marketing tool while placing it in the context of the larger social and digital landscape.
They’ll look at TikTok’s audience, functions and content, how it can work for brands, the psychology behind the platform and the steps involved when it comes to trying it out.

You’ll get hands on instructions on how to use it in this deeply interactive session. This Masterclass will give you a broad understanding of the platform and its place in marketing, allowing you to make the right decisions on where it sits in your strategy.

Mumbrella Masterclass: Influencer Marketing

Influencer marketing has become one of the most effective ways to communicate to your target audience through a trusted endorsement. However, there are key learnings for brands, and agencies, when building an effective influencer strategy, harnessing the power of this evolving medium, driving ROI and avoiding the pitfalls.

In this Mumbrella Masterclass, led by Social Soup’s founder and CEO, Sharyn Smith, take a deep dive into the current influencer marketing climate and understand the sometimes complex influencer ecosystem. Plus lift the hood on influence and discover why it is much bigger than purely influencer marketing.

This hands on and content rich masterclass will help you, and your company, build a business case for influencer marketing and measure real business results, while discovering how to match your brand and objectives to the right influencers.

Walk away with an in-depth understanding of authentic ambassadors, the influencer marketing eco-system, authentic ambassadors, effective influencer marketing strategies and more.

Bronwyn White is an authority on the seniors travel and lifestyle sector. She is the CEO of New Young Consulting a market research and marketing agency that specialises in the seniors +55 economy.

New Youngs ideal clients are growth focused companies and agencies that want connect with the most profitable market we will ever see.

The seniors’ market is the fastest growing yet most misunderstood market we know. What is phenomenal, is that the +55 economy is the third largest in the world – 3rd behind China and USA.

Yet is a sector that is largely ignored by travel marketers and innovators alike. Make no mistake, if you are looking for growth in the next 5-10 years this is the most lucrative demographic we will see in our lifetimes.

Adam Ferrier is a consumer psychologist, and champion of creativity and behavioural economics. Adam is the co-founder of Thinkerbell an agency that fuses together marketing sciences and hard-core creativity – or as they like to put it – ‘Measured Magic’ (Thinkerbell is the current 2018 Adnews’ Creative Agency and Mumbrella Emerging agency of the year) Adam has also co-founded two conferences; s p a c e,, and MSIX Marketing Sciences Ideas Xchange. Adam is the author of ‘The Advertising Effect: How to change behaviour, (Oxford (2014), now available in 3 languages), sits on the boards of Tribe and Good Thnx (a social influence and social giving company respectively), and PIJI (the public interest journalism initiative).

Adam embraced behavioural economics as it rose to popularity in the late 2000’s He’s created many briefs and ideas that have been informed by the discipline and has become one of Australia’s authorities on the subject, especially how it relates to psychology, creativity and ideas.

After a stint in law, Dominic decided to put his media and legal qualifications to better work in advertising. Starting at Clemenger BBDO Melbourne he quickly became interested in the ideas behind the ideas. Since becoming a strategic planner Dominic has worked in many of Australia’s leading creative agencies across multiple brands including NAB, the Victorian Government, EnergyAustralia, Tourism Australia and Coca Cola.

Dominic has a particular interest in the intersection of creativity, branding and behavioural science and has worked extensively applying behaviour change theory to a variety of communications challenges. Dominic is currently head brand thinker at Thinkerbell where he helps to lead the agency’s strategic and behavioural science offerings.

Suzie Shaw is Managing Director of the social-led agency, We Are Social, heading up its 50-strong Australian team. She joined the company in mid-2015 following a 20+ year career in advertising working in both London and Sydney.

Suzie has extensive comms and marketing experience across a broad range of categories, including financial services, travel and tourism, FMCG and more. Working with brands including Netflix, Coca-Cola, Red Bull, Air New Zealand and Samsung, Suzie has led social and digital projects to build communities, develop consumer insight and build customer advocacy.

In the last year, Suzie has delivered keynote speeches on Social Marketing at Vivid Ideas and Marketing to Millennials as well as participating in podcasts on Becoming a Social CEO and The Future of Social.

Suzie lives in Sydney with her husband and two teenage girls.

Zeb is the paid media specialist at We Are Social, leading the planning and roll-out of large scale media strategies and campaigns. Zeb comes from a traditional media background, where he later moved into the programmatic space, helping to launch some of Australia’s first Snapchat campaigns for the likes of Johnson & Johnson.

After joining We Are Social in early 2018 he has helped build the paid social offering, working across globally impactful fashion brands, entertainment heavyweights like BBC and top-tier consultancy firm PwC.

Zeb is a TikTok veteran, having discovered the platform shortly after its launch, in search of the most impactful memes. Since then, he has been following the meteoric growth of TikTok and ByteDance in the social space, both as a passionate user and as a media expert.

Sharyn Smith is the CEO and Founder of Social Soup, Australia’s largest, award-winning, influencer marketing company. Social Soup has pioneered the influencer marketplace for over 12 years and conducted 500+ influencer campaigns, giving unparalleled experience spanning a vast number of categories from beauty, FMCG, banking, alcohol, technology, fashion and pharmaceuticals – along with many not for profit organisations.
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Sharyn believes our social connections shape our world, behaviour and even our happiness. As an entrepreneur, strategist, behavioural scientist, and self-professed data junkie Sharyn has led the development of Social Soup through dramatically changing environments, built world-class measurement programs with continued technology innovation.

Sharyn is an experienced lecturer, public speaker and authority on Influence, Social Strategy, and Entrepreneurship. Her company Social Soup is a BRW Fast Starter and winner of the Telstra Business Awards People’s Choice.

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