Mumbrella360: How to avoid the crocodile infested content chasm that gobbled up Woolworths and Mortein this week

A further series of speakers have today been revealed for June’s Mumbrella360 conference. Sessions include:

  • A presentation from Ben Shipley on how brands can avoid content marketing that alienates real people and instead delivers what the public will value and share;
  • The inside story of how Qantas launched Australia’s biggest native advertising play to date;
  • How “You Bought A Jeep? entered the zeitgeist;
  • Lessons from the world’s smartest marketing campaigns.
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Shipley: How to avoid the content crocodiles

Shipley’s session The chasm between brands and real people is deep and teeming with crocodiles – how to build bridges across it using content will explore how to avoid creating content that people either do not engage with, or are offended by. This week saw Mortein apologise for a tasteless Louie The Fly Facebook post regarding the murder of Stephanie Scott. And Woolworths has been forced to cancel its Anzac Day “Fresh in our memories” Facebook campaign.

Shipley will explore the types of team needed to create content that people genuinely value. Shipley heads new content agency Colloquial – a venture backed by H+K, creative agency JWT and US content agency SJR.

A further session announced today comes from The Sound Alliance, the company behind one of Australia’s biggest native advertising plays to date – youth-focused travel title AWOL, on behalf of Qantas. AWOL produces more than 1500 pieces of original content per year. Marketers from Qantas, and the Sound Alliance team will come together publicly for the first time at Mumbrella360 to dissect the strategy, pitch, execution, research and results.

And in You Bought A Jeep? The remaking of an automotive brand, Mark McCraith, director of marketing for Fiat Chrysler Group and Chris Jeffares, CEO of Cummins & Partners, will share the lessons they learned in the use of simple media to deliver practical creativity in the creation of one of the most successful automotive marketing campaigns of the decade.

A further session will be presented by Warc, World Advertising Research Centre. Ed Pank, the Singapore-based MD of Warc Asia Pacific will present Key learnings from the world’s smartest marketing campaigns. Pank, whose 20 year agency career spans Y&R in London and Bates 141 in Asia, will explore the inspitration, insights and strategic thinking behidn some of the world’s most effective marketing campaigns.

Mumbrella 360 begins on June 2 with an industry networking afternoon, followed by the confrence on June 3 and 4. Mumbrella360 is Australia’s biggest media and marketing conference.

Discounted earlybird tickets – with a saving of $700 – for Mumbrella360 are available until the end of this week via this link.

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