Mumbrella360 video: The future is predatory marketing

In the latest of a series we present highlights from the 2015 Mumbrella360 conference.

Mumbrella360_The future is predatory marketing_event_2

In this presentation, Ashton Bishop, head of strategy, Step Change Marketing, discusses what predatory marketing, why it works, and why it is the way forward.

Mumbrella360_The future is predatory marketing

Timeline of session:

  • 0:00 Introduction: Ashton Bishop – the most powerful lesson I have ever learned
  • 1:30 What Dave Trott, winner of D&AD President’s Award, taught me
  • 2:50 audience warm-up exercise
  • 4:00 Don’t miss the point because it’s so obvious (examples)
  • 6:36 List 10 brands in 10 seconds
  • 8:00 $13.3 billion is spent every year on marketing & comms in Australia
  • 8:28 Cory Doctorow, author of Down and Out in the Magic Kingdom, and the greater risk
  • 9:28 Play it safe, stupid (examples)
  • 11:45 Inch wide, mile deep and why it’s important
  • 13:00 We’re competing in the minds of our customers
  • 14:45 How we’re taught to think about marketing
  • 16:00 What happens to the need when it’s satisfied?
  • 18:00 The five-ninths law (examples)
  • 19:30 The job is not to satisfy our customers’ needs
  • 20:50 Who’s got our money and what are we going to do to get it back?
  • 21:45 How to get a copy of the slides
  • 22:30 Strike at the weakness that lies in our competitor’s greatest strength
  • 24:24 Case study: Burger King
  • 30:50 Case study: Skins
  • 34:00 Case study: 3wks
  • 37:00 Case study: Weetbix
  • 39:08 Case study: Step Change Marketing recruitment drive
  • 42:30 Close: Predatory marketing works only for you and your brand

Visit the Mumbrella360 website via this link.

Video edited by 90 Seconds cloud video production

Mumbrella360 takes place between June 7-9. Early-bird tickets are now on sale until April 15, offering savings of up to $700.
See sessions announced so far and book your place here


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