The first sessions for Australia’s biggest media and marketing conference, Mumbrella360, have been announced with US-based speakers Edwin Wong of BuzzFeed and Scott Knoll of Integral Ad Science joining Mike Campbell of Ebiquity from the UK and Warc’s Edward Pank along with local leaders including UBank’s Jo Kelly and XXVI’s Hamish Cargill on the program.
Wong, VP of research and insights at BuzzFeed, will tackle how young consumers today are progressing towards adulthood. In research done with Publicis, Wong will share the findings around their behaviours, attitudes and preferences, and how it has shaped BuzzFeed’s content creation.
California-based Edwin Wong of BuzzFeed and Scott Knoll of Integral Ad Science from New York will present at Mumbrella360
Flying in from New York, Knoll, who is the global CEO of Integral Ad Science, will discuss the death of impression based marketing and the new era of measurability, lifting the lid on how brands and agencies can move beyond the binary measures of whether an ad was seen or not and how to view consumer impact throughout a campaign rather than just through an individual impression
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Mumbrella360 will take place on July 12-14 at the Hilton Hotel in Sydney, beginning with a half day networking session. Tickets are on sale now at earlybird rates.
UBank’s CMO, Jo Kelly, will discuss AI and the new culture of disruption
Kelly, the CMO of UBank, is one of the first local speakers announced. She will take a look at AI and the new culture of disruption, sharing her vision for brands to challenge their thinking and break free from striving for perfection. During the presentation, Kelly will use UBank’s own AI journey and learnings to back up her assertions and challenge marketers.
In another session, Pank, the Singapore-based APAC MD of Warc, will reveal the company’s exclusive research on the world’s most effective campaigns. Every year the Warc 100 Study examines more than 2,000 effectiveness and strategy competition winners globally to identify the top 100. Pank will look at the 100 best case studies from around the world to illustrate how Australia stacks up.
One of the most significant talking points of the last year was AI. Cargill, director of brand-voice agency XXVI, will turn it upside down and focus on the biggest chatbot failures the industry has seen. He’ll explore how brands are shaping the voice of AI technology while challenging businesses to explain the fascination with devices like Google Home and Amazon Alexa.
Meanwhile, London-based Campbell, the international head of effectiveness at Ebiquity, and Tim Elleston, founder and CEO of Digital Balance, will take to the stage to present a session looking at combining econometrics with algorithmic digital attribution to combat digital misattribution, exploring to what extent mainstream methods of measurement are providing misleading results.
Hardhat Digital’s Dan Monheit will present with Dr Melissa Weinberg applying the science of decision making to unpacking campaigns
Also confirmed to speak is Hardhat Digital’s founder Dan Monheit and Dr Melissa Weinberg in a joint presentation that will unpack campaigns by applying the science of consumer decision making. The session will open with a brief overview of behavioural economics and then take a deep dive into a range of world class campaigns from the fields of food, alcohol, cars, sports and even religion.
People Patterns founder Bri Williams has also been confirmed as part of the program. She will investigate modern customer behaviour and take a detailed look at why consumer action is hard to achieve. Williams will turn the rulebook on consumer behaviour on its head and reveal a range of new plays to get them to think more about your brand.
Mumbrella360 will take place on June 12-14 at the Hilton Hotel in Sydney, with global keynotes from Microsoft search leader Christi Olson and Cannes Innovation Grand Prix winners Petronella Panérus and Magnus Jakobsson of Swedish advertising agency Åkestam Holst. Tickets are on sale now at earlybird rates.
More sessions will be announced soon.