Nine launches its annual pop-up event, The Big Ideas Store

The Big Ideas Store is now open for its fifth year. Powered by Nine’s event hopes to ignite conversation with two weeks of high-profile speakers, creative workshops, exclusive research, and an immersive art gallery pop-up taking over the 22nd floor of Nine’s HQ in North Sydney.

Week one will dig deep into topics such as whether consumers want brands to play the role of activist and agitate for social change in exclusive research for Nine; how brands can play a role in Australia reaching United Nations’ goals for Sustainable Development; are marketers prioritising innovation and the future like Metaverse at the expense of technology currently available to enhance effectiveness; and data collection with a conscience and whether ethical data is the industry’s next big challenge.

Toby Boon and Liana Dubois

The week will wrap up with a session delving into how brands have evolved the influencer marketing journey. Featuring panellists Roxy Jacenko and Sharyn Smith, founder of The Influencer Group, alongside Powered’s Anna Quinn and Jessica Parry, ‘Buying Under the Influence’ will explore the challenges and what the future holds for influencer marketing.

Week two will tackle the groundbreaking science into Attention in advertising; how reality TV shows like Married at First Sight play a role in shaping culture; the dark arts of advertising; and two new exclusive pieces of research – a new insight study exploring the evolution of Australian families, while the second explores the trends and consumer shifts as brands plan for this Christmas.

The Big Ideas Store will culminate with The Great Debate, with two teams battling over one of the industry’s most perennial discussions: ‘that the media plan is more important than the creative idea’.

“The level of diversity in opinions and people speaking this year, and the broad church of topics we’re covering excites me,” said Nine’s director of Powered, Liana Dubois. “Our two-week lineup will explore all these fields in detail, and really help brands navigate the changing face of popular culture.”

Nine’s director of strategy and insights, Toby Boon, added: “We attract an audience that ranges from CMOs to marketing coordinators, media and creative agencies, and everyone in between. This morning, The Revolution will be Advertised will kick off our two week event, and is the launch of a new research study, the first of three studies which will be launched at the Big Ideas Store.

“On Thursday, we have a session called Data with a Conscience. Over the past two years, Australians have willingly exchanged their individual privacy for the safety and security of the wider community. But as we move out of the track-and-trace era,” he said. “With new data privacy legislation on the horizon, consumers are increasingly aware of the personal information we share, and its value to brands and publishers. But, that’s made us more aware, and with new legislation coming in, we want to look at how brands can approach that legislation and also approach the use of data in a more ethical sense, both for advertisers and for publishers.”

“We close out the first week with our session called Buying Under the Influence. Influencer marketing has certainly seen a shake up in recent times, whether that is new legislation coming in around financial influencers, health and beauty influencers, and what they’re saying and what they’re selling. Or whether that’s looking at audience preferences, and a shift to authenticity which has left our more established influencers left out in the cold and brought in a whole new wave of real down to earth, authentic, low res influencers who have made big names for themselves on the likes of TikTok,” concluded Boon.

Nine’s annual event runs from today through to Friday, 13 May.


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