Mumbrella360 video: Stump the Strategist

In the wrap-up of Mumbrella360 on June 7-9, 2016, we revisit highlights from the annual event.

Mumbrella360: Stump the Strategist

Executive general manager of Step Change Adam Bell solves your marketing problems

Stump the Strategist is one of Mumbrella360’s most popular sessions. Presented by Step Change, executive general manager, Adam Long, takes questions from the audience, where they challenge the strategists to solve their trickiest business or marketing problems in just nine minutes. The audience then votes on the efficacy and suitability of the resultant plan.

Clare Rainbow

Clare Rainbow, change agent at Step Change

This year, Step Change’s participating strategists were: change agent Claire Rainbow; head of strategy Ashton Bishop; strategy director Glenn Bartlett, and head change agent Lisa Mathews.


  • 5:34 First challenge: how to get people involved in their retirement planning when you can’t promise a positive financial outcome
  • 6:30 Studies on youth engagement with superannuation
  • 7:53  Make audiences think of future lifestyle rather than future earnings
  • 8:29 Collecting and using data
  • 10:27 Framing loss: paying superannuation and insurance today feels like a loss
  • 11:55 Tactical opportunities with changes to superannuation law
  • 12:27 Case study: marketing pre-planned funerals
  • 13:26 Disconnect with future self: how to connect to future self through marketing
  • 15:45 Audience judgment
  • 16:18 Second challenge: how to make Holden relevant to women and other buyers without alienating current market base
  • 18:11 What are the adventures I can have with this product in order to widen appeal?
  • 20:00 Create another persona for Holden customers: there’s a female ‘heartland’ persona that hasn’t been celebrated yet
  • 21:45 Case study: marketing Priscilla Queen of the Desert to men
  • 22:56 Rational versus emotional messages
  • 24:22 Make it fun: hen’s night Holden test drive with friends and champagne
  • 25:09 Gelebrate female entrepreneurs, associates your brand with successful women
  • 27:15 Audience judgment
  • 27:45 Third challenge: new SportsBet android app not allowed on Google Play store, how to convince audiences to retrieve it from direct link
  • 29:09 Pros and cons of attempting to change Google’s mind
  • 31:29 look for impact and ask permission
  • 33:15 Encouraging people to share through fun and engaging content
  • 34:32 Going up against Google: has Google gone too far?
  • 36:24 How to pick a fight with Google
  • 38:40 Audience judgment

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