Six new sessions announced for Mumbrella360 with Clemenger BBDO, Ogilvy, Dianomi, AFL, Melbourne and more confirmed

More sessions have been added to the Mumbrella360: Reimagined program. The dark side of behavioural economics, what it takes to make it in a male dominated industry, powering up podcasts, how Melbourne got going again and ‘generation do’ are among the new ideas covered by a range of the industry’s leading thinkers.

Mumbrella360: Reimagined, will take place in-person again this year

Set to take place from 13-15 July in Sydney, Mumbrella360 Reimagined will be run across three venues in the CBD – the Hilton Hotel, the Four Seasons and the Sheraton Grand – with a stream based at each venue. The Masterclass stream will be available at all venues either live or streamed live.

The dark side of behavioural economics will be presented by Dianomi’s marketing and sales director, Julian Peterson.

Peterson will reveal the dark side of behavioural economics

In the session he will ask whether behavioural economics can be weaponised against consumers. Peterson will review how the industry can do harm, how actions designed to protect consumers have unintended consequences, and how both are being exploited by advertisers.

What it takes to make it in a male dominated industry will also be investigated by a panel led by Magnite’s senior vice president and head of JAPAC, Juliette Stead.

Stead, Wyse and James

The panel will share their ‘aha’ moment, what needs to be changed (beyond quotas) to help women progress to positions of power, how to slow the extraordinary exit rates from the industry and discuss whether sexual harassment is still the root cause of the power imbalance.

Stead will be joined by Sarah Wyse, general manager of digital at the AFL and Sarah James, managing director, Melbourne, of Initiative. A male industry leader will join the panel soon.

Also confirmed on the program is a session outlining ‘generation do’ and featuring two of the most promising young Australian minds.

Generation do is the new generation worrying about the future and rising up to challenge outdated laws, push against unfair conventions, tackle social issues and start to solve environmental challenges.

Brett, Jung, Ecker and Steer

As the organisations the industry represents come under more scrutiny, there are challenges for communicators, but there are also opportunities. Opportunities to find wider purpose; creating effective and engaging campaigns that help tackle the world’s problems.

The session will be led by Ogilvy health and PR CEO Richard Brett and opr chief creative and strategy officer Bridget Jung, and will feature Plastic Free Boy founder Arlian Ecker and Straw No More founder Molly Steer.

The industry’s part in Melbourne’s recovery will also be shared in a session featuring Clemenger BBDO Melbourne CEO Jim Gall, PHD general manager, Melbourne, Simon Lawson, City of Melbourne director of Tourism and Events Louise Scott and Seven Network southern markets sales director, Peter Charles.

The group will share how ‘Let’s Melbourne Again’ saw the launch of a co-funded mass-media campaign supported by a brilliant range of brand acts, brand experiences and brand promotions designed to give Melburnians the confidence, the inspiration and the financial incentive to venture back into their City.

Also joining the Mumbrella360: Reimagined program are two new Masterclass sessions.

Kellie O’Riordan, director of Deadset Studios, will share how to build a distinctive podcast format that garners earned media attention and a much deeper connection to their brand while Adrian Baillargeon will present research to support the case for managing energy as opposed to time and will share tips and tricks to stay at peak performance levels.

Mumbrella360: Reimagined takes place across three venues in Sydney’s CBD on 13-15 July. Tickets are available now at early bird rates.


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