Mumbrella Entertainment Marketing Summit to feature brand experts from the worlds of TV, radio, music and film

The marketing chief of the UK’s oldest and largest commercial television network, ITV, is to be a keynote speaker at Mumbrella’s inaugural Entertainment Marketing Summit.

Entertainment marketing summit main

The Mumbrella Entertainment Marketing Summit, taking place in Sydney on November 10, is aimed at marketers working in the worlds of television, radio, film, publishing, music and the broader entertainment industry, and their partner agencies.

Reemah Sakaan, director of marketing and media at ITV, will deliver a keynote case study on how ITV rebuilt its brand after embarking on a five-year transformation plan.


ITV celebrates its 60th anniversary next month. It began life as a series of regional franchises across the UK before coming together as a single company just over a decade ago. ITV now broadcasts a series of free to air channels in the UK and internationally and includes program-making arm, ITV Studios, whose Australian programming includes The Chase for Channel Seven, I’m A Celebrity Get Me Out of Here!, for Ten, and Shaun Micallef’s Mad As Hell for the ABC.

Sakaan was previously a marketer at the BBC where she led launch campaigns for shows including Sherlock, Doctor Who and Frozen Planet. In 2013 she rebranded the ITV network brands and led the relaunch of the broadcaster’s on-demand service.

Another session at the Entertainment Marketing Summit will hear from the architects of one of Australian radio’s biggest success stories of the past decade – the launch of SmoothFM. Tony Thomas, chief marketing and digital officer at parent company Nova Entertainment, and group programme director, Paul Jackson, will discuss the marketing strategies behind the easy-listening station, which is currently Sydney’s number one FM station.

Jackson, left and Thomas, with Nova CEO Cathy O'Connor

Paul Jackson (left) and Tony Thomas with Nova CEO Cathy O’Connor

The duo will discuss how radio programming and marketing strategies need to come together to deliver success, and how SmoothFM has broadened to a lifestyle brand including a TV music channel and event offering.

A further overseas speaker on the program line-up is Olivier Robert-Murphy, global head of new business for Universal Music Group, who will join panelists from 20th Century Fox, Havas Sports & Entertainment and Endemol Shine Australia to discuss how to integrate brand partners into the next big film, music or TV hit.

Plus, Optus will share its ambitions to become an entertainment media company. Optus brand strategist, Jane Saleh, and Benjamin Harrison from the telco’s brand strategy agency, RE, will present a case study about how the company is positioning and communicating its media offering.

Meanwhile, several of the Australian TV industry’s most senior marketers will share their recipes for marketing a successful TV show. Taking into account on-air promos as well as wider advertising, Australia’s commercial TV channels are the country’s most prolific advertisers.

The panel will feature Seven’s marketing director, Ana Bacic; Ten’s chief brand officer, Matt McGrath; marketing director of Nine and Fairfax’s joint venture streaming service Stan, Melanie Novacan; and Foxtel content marketing director, Rob Farmer.

The Mumbrella Entertainment Marketing Summit is the newest addition to Mumbrella’s Summit series which includes the Finance Marketing Summit, Travel Marketing Summit, Retail Marketing Summit and Sports Marketing Summit.

The event marks an evolution from Mumbrella’s long-running BEfest, branded entertainment conference. And the summit will be followed in the evening by the BEfest Awards, which sees entries for categories including the entertainment marketing team of the year close tomorrow.

Information on how to buy tickets to the Mumbrella Entertainment Marketing Summit, which include an earlybird discount of $100 when purchased before October 12, are available on the event website.


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