Telstra, the Opera House, Sydney Dance Company and Universal Pictures join the Mumbrella Entertainment Marketing Summit

Pivoting a well-known brand into entertainment, managing A-list talent in a new media landscape, and making the most of significant brand partnerships are the latest topics to be discussed at the Mumbrella Entertainment Marketing Summit.

Telstra’s evolution to become an entertainment brand and push beyond its telco roots will be the subject of a presentation from Michele Garra, executive director of Telstra Media, and Jeremy Nicholas, executive director of retail marketing.   

The company has pivoted its marketing strategy launching Telstra branded devices such as the Roku-based Telstra TV and partnering with apps including AFL, NRL and Netball for data-free use by customers.

Michele Garra and Jeremy Nicholas from Telstra join the lineup to discuss Telstra’s push into entertainment

The Entertainment Marketing Summit will take place at the Seymour Centre in Sydney on November 30.

Also confirmed is the Sydney Opera House, with partnerships manager Cie’Jai Zarb explaining how it has developed strong relationships with a variety of commercial partners, particularly in technology, to entice more of its millions of visitors each year inside.

Cie’Jai Zarb from the Sydney Opera House will explain how the iconic venue has transformed its marketing using technology partnerships

Its marketing in the last few years has used technologies like virtual reality and live streaming to provide new ways for people to experience the World-Heritage listed masterpiece from the inside out.

Managing the reputations of high-profile and sometimes volatile personalities and entertainment brands will also be discussed in another session.

Bec Brown, managing director of The Comms Department, who has worked with Kyle Sandilands and Jackie ‘O’ Henderson, as well as The Wiggles, Tim ‘Rosso’ Ross, Amity Dry and many others, will explain the best way to harness media technology for promotion, highlighting the pitfalls that could put a halt to even the best planned marketing strategy.

The Comms Department’s Bec Brown will discuss managing talent in an always-on environment

Meanwhile Nielsen’s head of media, Monique Perry, also joins the Entertainment Marketing Summit lineup to reveal the media consumption patterns of Australians and outline exactly how they are interacting with entertainment brands, mining data from its various ratings and measurement platforms.

Joining the already-announced panel looking at the utility of Facebook Live for entertainment brands are News Corp’s head of prestige and lifestyle, Nick Smith, and Suzanne Stretton-Brown, director of marketing at Universal Pictures.

Suzanne Stretton-Brown from Universal Pictures and Nick Smith from News Corp join the Facebook Live panel

Zena Morellini, marketing manager for Sydney Dance Company, rounds out the panel on the new age of arts marketing, while Brad Timmins, integrated strategy director at Seven West Media, will join the panel discussing the marketing of video games.

Sydney Dance Company’s Zena Morellini will join the panel discussing the new marketing strategies for the arts

The Entertainment Summit takes place at the Seymour Centre on November 30. Earlybird tickets for the Summit are currently available here with a discount of $100 when purchased before October 10.


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.