Myer and Telstra to share branded content’s role in retail at BE Fest

festivalTwo of Australia’s biggest retail brands are to reveal the different ways they use content to increase purchase and loyalty at next week’s Festival of Branded Content & Entertainmen in Sydney.

Myer websiteMyer will share the story of how its custom magazine evolved to become a digital publishing platform across multiple channels, and the impact of the content on customer loyalty and purchase. Telstra will share insight into how an in-store promotion used augmented reality to help drive purchase of a new smartphone.

telstra logoThe panel will include Natalie Warren-Smith, national marketing manager at Myer; Bauer custom media publishing manager Margaret Merten; Telstra retail marketing manager Margaret Tyson and Paul Kouppas, chief technology officer at augmented reality company Explore Engage.

BE Fest is organised by Focal Attractions, the parent company of Mumbrella.

The pnaellists will share results not only in terms of retail sales spikes, but also brand perception, customer engagement and the impact on consumer loyalty.

myer emporiumMerten was formerly features director at Vogue Australia, associate editor of the Vogue Business supplement and Harper’s Bazarr and relaunched Myer’s custom title Emporium in 2009.

Warren-Smith was formerly national marketing communications manager at Kmart before taking the role at Myer last year.

Tyson looks after point of sale and Telstra’s branded stores and business centres.

The festival is organised by Mumbrella’s parent company Focal Attractions.


Tickets to the Festival – and the programme – are available via this link. The conference takes place at Luna Park in Sydney on October 3.

Conference sessions include:


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