Uber, Miele, and Starcom confirmed for Mumbrella360

Mumbrella360’s session schedule is growing with presentations on Uber’s brand fame journey; Miele’s secrets to leveraging historical data for future wins; brand marketing tips for startups; and a masterclass on brand survival amid shifting values now confirmed.

‘How Uber Built Famous Brand Platforms in Australia’ is expected to deliver an unfiltered, in-depth look into the rideshare company’s fame marketing journey, covering everything from its 2012 Australian launch to the various platforms it has rolled out, such as ‘Get almost, almost anything’ and ‘Tonight, I’ll be eating’. 

Delivered by Uber APAC director of marketing, Andy Morley, the session will inform delegates on how fame can empower brands to stay relevant.

Buy tickets here for Mumbrella360, May 27-29, at Carriageworks in Sydney

Morley is also appearing alongside Chris Donald, head of marketing at Nib Group; Tourism Australia’s CMO Susan Coghill; and Priya Addams Williams from the Dylan Alcott Foundation for a panel discussion on driving inclusivity and representation in advertising for people living with disabilities.

Andy Morley

The next session covers premium brands and how they can stay relevant in today’s digital world. In other words, it’ll look at how businesses can grow their e-commerce operations without compromising brand value.

‘Data Time Travel: How Miele Used Dusty Data to Build Digital Gold’ will bring together Miele Australia and New Zealand’s marketing director, Lisa Saunders, and Starcom’s Melbourne head of digital, Robert Millett, to demonstrate how historical data can provide insights that result in successful digital transformations and accelerated growth.

Attendees will learn the dangers luxury brands face when investing in traditional digital scaling methods; why premium brands should priortise quality rather than quantity; and gain the knowledge needed to undertake pitfall-free digital transformations.

(L-R): Lisa Saunders, Robert Millett

Mumbrella360 delegates will also have the opportunity to sit in on ‘Brand Marketing:  A Banana Peel for Start-Ups?’

The presentation focuses on Hnry — a New Zealand-born fintech platform that expanded into Australia in 2020 — which grew from a simple spreadsheet to a large-scale accounting solution thanks to its marketing tactics.

Brandon Palmer, the platform’s head of marketing, will explore Hnry’s brand marketing strategies, detailing the successes and challenges in its growth journey. He will also share insights and tricks to scale businesses without encountering the same problems that Hnry had.

Brandon Palmer

The latest Mumbrella360 masterclass – ‘How to Survive in a World of Paradoxes and Polarisation’ — will explore five key unspoken truths and tensions shaping modern behavior, backed by findings from Nature’s cultural barometer study. Led by the strategic insights consultancy’s head of strategy Aliya Hasan and partner and MD James Jayesuria, this masterclass will reveal Australians’ attitudes on matters such as power distance, collectivism and individuality, and risk aversion and risk taking.

Delegates will gain a better understanding of the nuances required for brand relevance; the macro forces that impact consumers; and strategies for establishing relationships with future consumers.

(L-R): Aliya Hasan, James Jayesuria

Mumbrella360 will feature a lineup of industry thought leaders sharing their expertise with attendees.

A panel on the challenges of parenting in adland was announced last week; Kellie Hush – Australian fashion royalty and former Harper’s Bazaar editor-in-chief – is set to speak about the highs and lows of her career; a presentation on incorporating Aboriginal and Torres Strait Islander culture and art into branding and design from Balarinji is also booked for the conference.

Mumbrella360 will run from May 27 to 29 at Carriageworks in Sydney.

Tickets are available here.

Editor’s note: Mumbrella has changed the way it deals with company names. House style is now to use standard proper noun capitalisation on all names regardless of brand typography. Brand typography may be retained in direct quotes from releases.

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topics Aliya Hasan Andy Morley Brandon Palmer Hnry James Jayesuria Lisa Saunders Miele Nature Robert Millett Starcom Uber Uber Eats

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