Mona, XBox, The Australian Ballet, Viacom and Audible join the Entertainment Marketing Summit speaker lineup

Reinventing the arts, marketing museums as experiences and creating globally successful content are among the latest topics announced on the program for Mumbrella’s Entertainment Marketing Summit.

Mona (Museum of Old and New Art) marketing lead Robbie Brammall will discuss how one of the most talked about attractions in APAC has redefined the art scene and significantly increased tourism to Tasmania, as well as tackling the risks and rewards surrounding its communications strategy.

Mona head marketer Robbie Brammall joins the Mumbrella Entertainment Marketing Summit lineup

In 2016, almost 30% of all visitors to Tasmania went to Mona, spending more than $760 million in the state. 

The Entertainment Marketing Summit takes place on November 30 in Sydney’s Seymour Centre.

In another session announced today, Viacom’s marketing director, Jody Malam, who is responsible for the MTV, Comedy Central and Spike channels in Australia and New Zealand, will discuss marketing to the new entertainment audience and how a global media company masters the art of matching global content to regional audiences.

Viacom’s Jody Malam will explain the challenges in marketing global content to regional audiences

Malam will touch on multi-screen technology and the trends Viacom is seeing in both Australian and international markets. Having worked in the UK for over a decade for major media brands, he’ll elaborate on the differences he has seen between trends in the UK and Australia, and how difficult that makes marketing global content.

Meanwhile, Microsoft’s Xbox business lead for Asia, Jeremy Hinton, and Five by Five’s client director, Larissa Rembisz, will join the panel discussing the marketing of the multi-billion dollar video game industry and how brands have had to evolve their strategy to align with a new, varied, audience. The panel already includes Allure Media’s publisher, Mark Serrels.

Larissa Rembisz, Five by Five, and Jeremy Hinton, Microsoft, join the video game marketing panel

Head of Audible in APAC, Matthew Gain, will explain how the Amazon company has established itself in the Australian market despite little consumer understanding of audiobooks on-demand.

Audiobooks are in a strong position, bucking the falling sales of physical books and ebooks. The industry sector saw a 31% increase in sales in 2016 compared to 2015 and is now worth more than $3.5 billion globally.

Audible’s Matthew Gain will explain the challenges in marketing a new entertainment brand

Another panel announced today will tackle the intricacies of marketing high art and making it relevant to modern audiences.

The first speakers to be announced on the panel include The Australian Ballet’s director of marketing, commercial and audience development, Penny Rowland, and Iain Finlayson, development and marketing manager for Australia’s longest running Aboriginal and Torres Strait Islander theatre company, Ilbijerri.

Ilbijerri’s Iain Finlayson and The Australian Ballet’s Penny Rowland will unravel marketing the arts to new audiences

Also joining the speaker lineup is Mediacom’s content distribution director, Ryan Manning, who joins the session on Facebook Live and the live video streaming opportunity for entertainment marketers, while Genea’s head of brand and marketing, Nicole Papoutsis, will round out the panel on marketing podcasts.

Genea’s marketing head Nicole Papoutsis will talk podcasts

To view the current program, including Michael Chugg, David Ian, Helen McCabe, Maz Compton and other speakers previously announced, click here.

Meanwhile the first entry deadline for the BEFEST Awards, Australia’s only awards program recognising branded entertainment and the way in which brands are using it to connect with consumers beyond traditional advertising, is today.

There are 13 categories across a range of subjects including Best Use of Film Craft, Content Company of the Year, Best Branded Publication (Print or Online), Best Use of Experiential, Best Use of Interactive/Gaming and more.

You can get more information on entering the BEFEST Awards by clicking here. Be quick.

The Entertainment Summit takes place at the Seymour Centre on November 30. Earlybird tickets for the Summit are currently available here with a discount of $100 when purchased before October 10.


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