MSIX to reveal what’s wrong with marketing today with Byron Sharp, eHarmony’s Nicole McInnes and Dr Amantha Imber

Mumbrella’s Marketing Science Ideas Xchange – MSIX – including an awards program, will return for its fourth year in November.

The marketing sciences conference will once again be curated by Australia’s top consumer psychologist Adam Ferrier and will feature a keynote by Professor Byron Sharp, the director of the world’s largest centre for research into marketing the Ehrenberg-Bass Institute for Marketing Science, on What’s Wrong With Marketing Today – And Who’s Getting It Right? 

Sharp’s presentation will examine the distractions which are undermining marketing effectiveness, including brand purpose, emotional engagement and programmatic ad technology.

Professor Byron Sharp_Mumbrella MSIX_2017

Sharp: Keynote at MSIX

MSIX will also feature eHarmony’s Australian managing director Nicole McInnes, who has previously worked with Dell, Amex and Ogilvy. McInnes will explore how the company uses data science to conduct business and communications and predict accurate compatibility of the site’s users in a session titled The Science of Love (and Attribution Modelling).

Nicole McInnes_Mumbrella MSIX 2017

eHarmony’s McInnes to present on The Science of Love

Also announced today as part of the MSIX program is Dr Amantha Imber, who will present on The Science Behind Getting Innovation Right. Imber is an innovation psychologist, best-selling author and founder of innovation consultancy Inventium.

Amantha Imber Mumbrella MSiX 2017

Imber: The Science Between Getting Innovation Right

The chairman of Neuro-Insight, Professor Emeritus Richard Silberstein – who also holds a PhD in neuroscience and has over 30 years of cognitive neuroscience research experience – will present on Using Neuroscience for Effective Creativity.

Silberstein: Will teach MSIX attendees how to use neuroscience to make creativity more effective

The presentation will explore how to stand out from the crowd, beyond making a great ad, including knowing what elements in your creative reinforce and strenghrn your brand attributes, and using these elements to maximise advertising effectiveness.

The conference will be rounded out by the 2017MSIX Awards which will recognise work that best embraces the principles of marketing and behavioural sciences in the crreation of successful marketing campaigns.

Entries for awards – including Best Insight, Best Use of Neuroscience, Creativity Powered by Science and Student Thinker of the Year – are open now and close on August 25, 2017.

For more information on both the MSIX conference and awards, click here.


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