News Corp Australia, IKEA and Adore Beauty join Mumbrella Retail Marketing Summit 2024

Retail evolution, homeware and beauty are coming to Mumbrella’s Retail Marketing Summit in 2024.

Impactful sessions curated by media, marketing and communications experts from News Corp Australia, IKEA, and leading digital beauty store, Adore Beauty, are expected to set the annual event alight.

Following the announcement that Dentsu’s Mark Byrne and Boody’s Ruth Haffenden will be speaking at the Summit, Mumbrella can today reveal three sessions that have also been locked in.

The evolution of retail media lays the groundwork for News Corp Australia’s ‘The Evolving Role of Retail Media in High-Intent Environments’.

Beginning with a keynote by News Corp’s managing director – client product, Pippa Leary, the session will have a panel consisting of the company’s eCommerce director, Adam Kron, director for commercial data, video and client product and strategy, Paul Blackburn, and Microsoft’s director – advertising and retail media partnerships (JPAC, China), John Harvey Faurholt, joining Leary on stage.

Blackburn will be moderating the panel.

Pippa Leary

Together, the four retail media experts will discuss the role Native Content Advertising (NCA) and the publishing industry play in “the effectiveness of retail media”, particularly in relation to Retail Media Networks (RMNs) and advertisers.

The session’s goal is to inspire delegates to redefine their advertising strategies for today’s digitally driven world, and achieve heightened levels of success within the world of retail media.

Another session goes by ‘Democratic Design & Affordability: Lessons to Thrive in Hard Economic Times’ – a crucial talk carried out by Kirsten Hasler and Patricia Routledge, head of marketing and head of communications respectively, from the world’s largest furniture organisation, IKEA.

(L-R): Patricia Routledge, Kirsten Hasler

After joining the company in 2012, Hasler has worked both in Australia and the Netherlands, helping to define and grow IKEA’s presence at a national and international level. Meanwhile, beginning her IKEA journey as a communications manager and PR leader, Routledge has shaped her employer’s communication strategy over the course of seven years, allowing her to rise through the ranks.

In a time when consumers are looking for ways to save money while cost-of-living pressures squeeze their wallets dry, IKEA has managed to remain a staple for the furniture-buying masses. Hasler and Routledge’s session will delve into this unique niche that the Swedish home goods provider has carved for itself.

Not only will they discuss IKEA’s approach to brand trust and its connection to long-term customer loyalty, but they will also unpack the company’s philosophies surrounding “meaningful affordability” and “democratic design”.

In other words, delegates will be given the opportunity to dive into IKEA’S communications and marketing strategy, and observe how it connects to, and reflects, the intrinsic values of a multi-billion-dollar company.

Meanwhile, Dan Ferguson – Adore Beauty’s chief marketing officer (CMO) – will be covering the power of customer loyalty.

Dan Ferguson

With ever-shifting customer expectations and new competition springing up everyday, retaining a loyal customer base will help any organisation stay on top of its game.

Ferguson’s session explores this and more, providing delegates with all the information they need to uncover growth opportunities and garner long-term value from customers. Using his own company as a case study, Ferguson will demonstrate the successful strategies that have revolutionised Adore Beauty.

Ferguson’s marketing expertise has seen him work in Sydney, Melbourne and New Zealand. He has served as Adore Beauty’s CMO for the past five years, helping cement the company’s status as a leading beauty products provider for Australians.

Retail and fast-moving consumer goods (FMCG) marketers eager to attend Mumbrella Retail Marketing Summit on 13 March, 2024 (at the Crown in Sydney) can get their tickets here.

Mumbrella Retail Marketing Summit 2024 is proudly sponsored by’s Checkout.


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