Mumbrella360 Masterclass program revealed: Influencer strategies, brand safety, attribution modelling and search marketing among topics
The Masterclass program for this year’s Mumbrella360 was today revealed. Topics include mobile; brand safety; content marketing; B2B; review sites, crowdsourcing; influencer marketing; Snapchat; search marketing and media attribution.
Masterclasses return to the Mumbrella360 schedule
P&G’s Kuehlwein: How To Build Iconic Brands
The Mumbrella360 conference takes place on June 8 and 9 at the Hilton Hotel in Sydney. Alongside four streams of conference sessions, the Masterclasses, sponsored by Videology, offer more intimate ‘How To’ workshops, offering practical tips from experts.
One of the key Masterclass sessions will feature JP Kuehlwein, Procter & Gamble’s MD of global strategy and innovation in the premium consumer segment.
Kuehlwein will build on his keynote presentation at the conference with a practical session aimed at helping marketers develop strategies to overcome the challenges that stand in the way of taking their brand to iconic status.
Stocks: How to cater to emerging consumers
Liebmann: How to create good creative for mobile
The Masterclass stream will begin with a session from consumer and branding expert Pip Stocks, boss of agency BrandHook, focusing on the changing way that consumer tribes including mums and millennials are interacting with brands.
A further session, from Exponential’s head of mobile Nicole Liebmann, will offer advice for brands on how to develop creative executions that work in the mobile environment.
There will also be two sessions from Masterclass sponsor Videology. One session will focus on brand safety – offering insights for brands on how to avoid their messages appearing in the wrong places. And a second will share practical advice on the implications of research into what actually works in video advertising.
Edwards: Making the case for content marketing.
There will also be two Masterclasses on aspects of content marketing. Kontended founder Kate Edwards will present on how to make the case to the board or CEO for a content marketing budget. And Rob Johnson, chief content officer of Engage Custom Content, will present on how to develop quality content that will actually get traction for the brand.
And the sometimes neglected field of B2B marketing will also be tackled with John Chambers, managing partner at Northbound B2B Business Development. Chambers will offer advice on how to tackle B2B business development including via LinkedIn, CRM, brochures, on the phone and through contact databases.
Professional speechwriter Michael Gladkoff will offer a session on how to create an effective speech or presentation.
And radio presenter Jules Lund, founder of engagement platform Tribe, will run a workshop on developing and executing influencer strategies.
Lund: Influencer strategies
The APAC boss of Yelp Nicholas Lembo will also appear on the masterclass program, sharing advice for brands on how best to engage with consumers on review sites.
Crowdsourcing experts Mario Braz de Matos and Matthieu Jacomin, both from eYeka, will share advice and case studies for brands on how to crowd source a marketing campaign.
A further topic to be tackled – with the speaker yet to be announced – will explain Snapchat for marketers who are unfamiliar with the social media platform and keen to develop a point of view on whether it should be part of their brand strategy.
How to get the most out of search marketing, and do so with a focus on ROI will feature in a session from The Web Showroom’s David Lawrence.
And media agency OMD’s Dan Robins will offer insights into the workings of attrribution modelling and how to understand whether marketing dollars are being spent effectively.
Mumbrella360 masterclass sessions can be viewed via this link.
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Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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