
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
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
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
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
Bio coming soon
Neil Ackland
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
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
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
Bio coming soon
Lucy Fisher
Bio coming soon
Explore the full program
After a seven-year hiatus, Tropfest is making a high-profile comeback, with a $100,000 prize pool, heavyweight supporters and board members Sarah Murdoch, Peter V’landys, Rich Weinberg and Bryan Brown, and renewed government and brand support.
In this exclusive conversation, festival founder John Polson takes the stage at UNLOCK to unpack how one of Australia’s most iconic cultural exports is being reimagined for a new era.
We'll explore the evolving role of live cultural experiences in an attention-fragmented world; how physical gatherings can ignite global reach when amplified through smart digital distribution. From shorts to social-first formats, the session will also examine how new forms of storytelling and creator platforms are reshaping what it means to launch a career, build a movement, or hold an audience in 2026.
Set against the backdrop of Australia’s rich legacy of screen storytelling and creative talent development, this is a conversation about revival, relevance, and the next chapter of cultural influence you won't want to miss.
In a world drowning in options, from travel plans to dinner reservations to cultural outings, curation has become a survival skill. For audiences overwhelmed by endless choice, the opportunity for brands is clear: move beyond discoverability to becoming trusted guides.
This session explores how curated experiences can help people cut through the noise, rediscover joy, and find meaning - and how brands can earn loyalty by steering audiences through that journey.
- Neil Ackland (ex-Junkee, oOh! media now building AI startup) on pairing technology with trusted influencers to deliver recommendations people actually act on.
- Ben Liebmann (former Noma, now Understory) on chefs as cultural curators, and how food and hospitality brands can harness storytelling, taste and trust to create unforgettable experiences.
- Vanessa Denis (MP District) on place-based curation, and how considered collaborations can turn a district into a living canvas where brands and communities thrive.
Together they’ll show how curation can shift marketing to create meaningful connections in a post-pandemic, economically pressured world.
DiDi ANZ and Universal Music’s Bring will unpack DiDi Kick Ons, a series of live, after-hours music pop-ups that transformed late-night mobility data into real-world cultural moments. The initiative not only extended the brand platform but also fuelled night-time spend, boosted venue footfall, and energised creators, showing how marketers can tap into the vibrant 24-hour economy.
This 40-minute case study will explore the journey from insight to idea, the Bring partnership model, and the execution playbook; what worked, what could be refined, and how the framework can be replicated by other marketers seeking to unlock live experiences.
From go-to-market strategies inspired by artists, to fan-first storytelling and unexpected channel choices, this session reveals how a transport brand can catalyse nightlife, creators, and precincts, not just advertise to them.
Does Sydney’s brand challenge centres on a lingering reliance on the “sun, surf and Harbour” narrative, combatting the perception that the city shuts down early, or the need to rebuild local engagement and confidence to fully realise the potential of its 24-hour economy. The discussion will also examine how media narratives could drive the city’s cultural identity and economic growth.
The discussion will bring together Matt Jones, Four Pillars Gin co-founder and chair of Business Advisory Panel for the City of Sydney and Alice Ellis, Time Out Australia’s editor-in-chief.

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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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PANEL
Adam Ireland
Adam Ireland
Managing Director, Always Human
Adam Ireland is the Managing Director at Always Human. Always Human is a culturally driven sports and entertainment agency specialising in the empowerment of people and brands.
Jez Ryan
Jez Ryan
CEO, Mammal Sounds
Jez Ryan is the founder of independent record label and management agency Mammal Sounds, and Australian music news platform Acid Stag.
Over the last 14 years Jez has acquired a unique perspective on the music industry through working on a variety of projects across all areas including; artist management, career development, label management & artist relations, release strategies & planning, publicity, marketing, online-media & journalism, content curation, and creative content development, just to name a few. He’s had the privilege of working with an array of upcoming and established artists from across the globe, helping them maximise their exposure to a worldwide audience and furthering their artistic goals and laying the foundations for long-term career development.
Kate Wickett
Kate Wickett
Former CEO of Sydney WorldPride, CEO of City Recital Hall
Kate Wickett has a diverse range of experience working across the corporate, government and not-for-profit sectors.
Currently the CEO of City Recital Hall, her work typically involves strategic and operational advice for large projects, change, stakeholder engagement, transformation, arts and general corporate advisory work. In her tenure as CEO for Sydney WorldPride, she led a team that drew in over 1 million people to the event which injected significant economic activity into the region. Kate has also been volunteering in the LGBTQIA+ community for over 20 years.
Matt Jones
Matt Jones
Co-Founder, Four Pillars Gin, Chair of Business Advisory Panel 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.
Matt Levinson
Matt Levinson
Head of Corporate Affairs / Culture Policy Lead, Committee for Sydney
Matt Levinson leads cultural policy at the Committee for Sydney as well as serving on the board of creative arts centre 107 Projects and the state’s 24 Hour Economy Advisory Group.
He’s a communication and policy strategist with senior experience in government, media and for-purpose sectors.
Naomi Ross
Naomi Ross
Director / Owner, Distil
Naomi’s expertise in brand development, strategic digital planning, branding and positioning and graphic design has earned her a reputation as a leader in hospitality and lifestyle marketing.
Her empathy, people-centric approach (in both design and leadership), and her commitment to the industry became the cornerstone of own Distil’s brand vision, reflected in our team, our work and our partnerships.
Nathan Richman
Nathan Richman
Managing Partner, Elastic
Nathan, the co-founder of Elastic and award-winning director, has spent over 25 years blending technology and creativity across television, commercials, documentaries and social media, constantly pushing the boundaries of what’s possible.
His deep love for Sydney has fueled projects like Turn it Up: Finding Sydney’s Sound and Neon Streets, both celebrating the city’s dynamic night-time scene and its impact on cultural identity. Besides telling a good yarn, he aims to challenge perspectives and create conversations.
Naysla Edwards
Naysla Edwards
Vice President ICS Marketing, Australia and New Zealand, American Express
For over 20 years, Naysla has been creating meaningful connections that unite brands with their customers, partners and communities to create long-term advocacy.
She is passionate about fostering innovation and building loyalty through customer insights and data, developing strategic partnerships and continuously challenging the status quo.
Naysla and her team have successfully created some of the most recognised and memorable partnership events for American Express in Australia. These include American Express principal partnership of the Sydney Gay and Lesbian Mardi Gras and Sydney WorldPride, American Express delicious. Month Out, Amex Music Backers, American Express Vogue Fashion Night In/Out, American Express Open Air Cinemas and the American Express Airport and Entertainment Lounges to name a few.
Naysla is a passionate advocate of Diversity and Inclusion, she is the Co-Executive sponsor of Amex’s Women Interest Network, leads all efforts towards elevating marketing practices to remove stereotypes and showcase a realistic Australia and is an active member of the Mental Health and Pride networks.
Naysla sits in the board of Redfern Legal Centre which is a valued Amex community partner, where she shares her expertise to support Redfern Legal centre’s vision to enhance access to justice and uphold human rights through the provision of holistic and accessible legal support to disadvantaged communities.
Naysla was born in Colombia but has lived across the world; her family takes top priority and Naysla ensures she has time to be with her husband Jon and her young daughter Isabella.
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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.