Steve Coll joins panel for Mumbrella’s free event looking at what makes brands authentic
Coll
One of Australia’s most respected creatives Steve Coll has joined the panel for Mumbrella’s free event for readers talking about authenticity.
Coll is one of Australia’s most awarded creatives picking up dozens of global awards for his PR-led campaigns including Virgin Mobile’s ‘Fair Go Bro’ and the Walkers ‘Sandwich’ campaign.
The discussion, sponsored by Getty Images, takes place in Sydney on Wednesday November 11.
In July Coll joined rising Sydney independent agency With Collective as chief creative officer from Droga5 Sydney where he worked for 15 months.
Prior to that he had been executive creative director at Havas Worldwide Sydney where he oversaw campaigns including ‘Fair Go Bro’ which featured Brad Pitt’s brother Doug, Durex’s ‘Fundawear’ remote controlled underwear experiment, and one of Australia’s most successful charity campaigns The Most Powerful Arm Ever Invented for The Duchenne Foundation.
Brand authenticity – and the pitfalls of failing to treat consumers with respect – has recently been a topical issue. Earlier this month a heavily scripted conversation on Twitter between Westpac and Airbnb Australia became a target of derision on social media and traditional media, with the Sydney Morning Herald turning it into an opportunity to poke fun at the bank’s wealthy new boss.
The event being held at the Maritime Museum in Sydney, from 4-7pm, will kick off with a presentation from Getty Image’s’ global director of creative planning Rebecca Swift.
Her presentation will tackle how to create human and authentic campaigns and offer insights into signals, rules and formulas that work in the use of images.
The presentation will be followed by a panel discussion featuring KFC marketer Nikki Lawson, PR agency boss Claire Salvetti and content marketing expert Simon Joyce.
Lawson, who is Yum Brands’ chief marketing and development officer, is one of Australia’s most experienced marketers with global experience spanning both KFC and Unilever.
Salvetti is managing partner at One Green Bean, which is one of Australia’s biggest consumer PR agencies. She is also on the board of the PR Council.
And Joyce is founder and CEO of Emotive, which only launched this year but has already won plaudits for its work for Optus on the Ricky Gervais Netflix campaign. He previously headed MCM Entertainment and Brand New Media.
The panel will be moderated by Mumbrella editor Alex Hayes.
Although the event is free, only a limited number of places are available. Tickets can be requested via this link.
