30 October 2025 | Sydney Masonic Centre
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EXPLORING THE IMPACT OF THE 24-HOUR ECONOMY FOR BRANDS

EXPLORING THE IMPACT OF THE 24-HOUR ECONOMY FOR BRANDS

Unlock the potential of the 24-hour economy for brands

Brought to you by media and marketing publisher Mumbrella Media, this one-day event will explore the dynamic landscape of the 24-hour economy, the impact on consumer behaviour, and opportunities for brands to engage with customers.

From live music, events and brand experiences to storytelling, cultural partnerships and activations, learn from real-world case studies and actionable strategies.

Reimagine the city after hours, and harness the untapped potential of the night-time economy.

Attendees will gain insights into innovative approaches that transcend traditional 9-to-5 marketing, and develop initiatives to capture attention and loyalty.

The media and marketing industry can play a role not only in adapting to changing customer behaviour and emerging opportunities to engage with customers around the clock, but also lead the charge in shaping the 24-hour consumer landscape.​

Speaker lineup confirmed

John Polson

Founder/Director, Tropfest

John Polson is an award-winning director, actor, and producer, and the founder of Tropfest, the world’s largest short film festival. Launched in a Sydney café in the early 1990s with a single short film, Tropfest has become a global platform for emerging filmmakers, with events staged in New York, London, Berlin, Abu Dhabi, Beijing, Penang and elsewhere. Under Polson’s leadership, it’s grown into a cultural phenomenon embraced by audiences and industry icons alike. On 1 September 2025, Tropfest announced its return as a not-for-profit foundation, chaired by Sarah Murdoch, following a six-year hiatus. 

Alongside Tropfest, Polson has built a distinguished directing career of his own. His recent work includes the critically acclaimed limited series The Last Anniversary (based on Liane Moriarty’s novel, executive produced by Nicole Kidman), as well as the U.S. box-office #1 films Swimfan and Hide and Seek. He has also directed more than 150 hours of top-rated television, including The Mentalist, The Wilds, Elementary, and The Good Wife. 

Vanessa Denis

Co-Founder & Project Lead, MP District

Vanessa Denis is the Co-Founder and Project Lead of MP District, a precinct initiative backed by the NSW 24-Hour Economy Strategy. With more than 15 years in festivals, entertainment venues, and cultural programs, she has worked with organisations such as Theatre Royal Sydney, Sydney Festival, Splendour in the Grass, and St Jerome’s Laneway Festival, delivering experiences for audiences of every scale. 

A creative at heart, Vanessa understands how every touchpoint shapes the customer journey - and how thoughtful design across operations, partnerships, and culture elevates the final experience. At MP District, she focuses on redefining how communities curate the everyday, exploring the powerful connections that emerge when businesses and brands align with intention. 

Ben Liebmann

Founder & CEO, Understory

Ben Liebmann is the founder of Understory, an advisory and consultancy specialising in the business of media and entertainment, hospitality, marketing and culture. Founded in Copenhagen and with offices in Sydney, Understory works with leading creators, change makers, and companies, to turn great ideas into powerful stories, brands, and businesses. Understory’s international clients and partners include FOX Entertainment, Studio Ramsay Global, American Express, and Ace Hotel, as well as leading creative and culinary talent including René Redzepi, Jamie Oliver, Nat Thaipun, Andy Hearnden, Morgan McGlone, and Rosio Sanchez. Ben is an Executive Producer of Omnivore, the Emmy award-winning docuseries with René Redzepi, filmmaker Cary Fukunaga, and Fifth Season for AppleTV+. 

Tim Farmer

Head of Brand Marketing Australia, DiDi

Bio coming soon

Neil Ackland

CEO & Co-Founder, lokol AI

Neil Ackland is the Co-Founder and CEO of lokol, an AI-native startup reimagining cultural discovery. lokol empowers real-world tastemakers to monetise and scale their unique cultural intelligence through AI.

With more than 25 years experience across media, entertainment, travel, tech and culture, Neil has built award-winning companies, launched disruptive products, and led high-growth teams from startup to scale.

He co-founded Junkee Media (acquired by oOh!media), inthemix, and Sound Alliance, pioneering digital media innovation in Australia. Most recently, he was Chief Marketing Officer at oOh!media, where he drove category transformation in OOH and launched Reo, the company’s retail media division and Poly it’s creative agency.

Neil is a regular speaker, mentor and advisor on entrepreneurship, media and the intersection of culture and technology.

James Griffiths

General Manager, BRING - Universal Music for Brands

With two decades of experience in the advertising industry around the world, James ‘Griff’ Griffiths is an accomplished and innovative marketing leader with a proven track record of delivering world-class and highly awarded creative work. 

As General Manager, Creative of BRING, he co-leads the agency with a razor-sharp focus on leading a new frontier of how brands can lean into music culture to create moments that ignite with fandoms. Griff strives to always create work that works, that delivers results for clients and ultimately grows not just their business, but their fans. 

He has been awarded globally for his work with brands such as Coca-Cola, FIFA, BWS, Wild Turkey, American Express & 2K Games to name but a few. 

Matt Jones

Co-Founder & Chair of Business Advisory Panel, Four Pillars Gin & City of Sydney

Matt Jones is a creative strategist, a keynote speaker, a lifelong advocate for the power of communications and experiences, and an accidental entrepreneur.

In 2013, Matt co-founded Four Pillars Gin and helped it grow into a business that was named the world’s best three times. Over the past decade, Four Pillars has been a key ingredient in the growth of Australia’s craft spirits and hospitality scene.

Today, Matt is one of Australia’s most in-demand keynote speakers and experts on the subject of brand and business growth. Through his brand advisory partnership, Think Story Experience, he coaches leaders on how to leverage the power of strategy, storytelling, design, emotions and experiences to achieve their goals.

Matt chairs the City of Sydney’s Business Advisory Panel, helping to shape Sydney’s future economic landscape. He’s also a mentor at Startmate, Australia’s leading start-up accelerator, helping to nurture the next generation of Australian success stories.

Alice Ellis

Editor-in-Chief, Australia, Time Out Group

Bio coming soon

Lucy Fisher

Head of Brand, 7-Eleven Australia

Bio coming soon

Explore the full program

Time
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Interested in speaking or attending the UNLOCK conference to promote the value of investment in the 24-hour economy and engaging with rest of the community? Get in touch with our team.

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Partnership Opportunities

The conference offers businesses the chance to get their branding in front of key decision makers across the 24-hour economy community. Raise your brand awareness to a highly targeted audience and speak with us about creating a bespoke sponsorship that fulfils your marketing objectives.

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Who Should Attend?

The UNLOCK Conference is curated for anyone working in and around the 24-hour economy looking to explore the dynamic landscape, the impact on consumer behaviour, and opportunities for brands to engage with customers.

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UNLOCK THE CLOCK

UNLOCK OPPORTUNITIES TO REACH CUSTOMERS

UNLOCK REAL-WORLD CASE STUDIES & STRATEGIES

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Event details

30 October 2025 | Sydney Masonic Centre

 

Timings: 

Conference: 9:00am - 4:30pm

 

Getting There: 

66 Goulburn St, Sydney NSW 2000

Click here for more information on getting there.

Acknowledgement of Country

We acknowledge the Traditional Custodians of the lands where we work and live. We celebrate the diversity of Aboriginal peoples and their ongoing cultures and connections to the lands and waters of NSW. We pay our respects to the people, the cultures and the elders past, present and emerging.