30 October 2025 | Sydney Masonic Centre
BUY TICKETS

FINAL DAYS TO BOOK

Day
Hour
Minute
Second
NSWGOV_UNLOCK_logo_main_tagline_RGB

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. 

Lucy Fisher

Head of Brand, 7-Eleven Australia

Lucy Fisher leads the brand and creative vision for 7-Eleven Australia, where she is responsible for shaping how the brand lives and breathes across every touchpoint in a 24/7 retail environment.

With a deep passion for connecting brands to people, Lucy has built her career on driving culturally resonant storytelling, elevating customer experience, and embedding brand purpose into everyday operations. 

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. 

Kobie Dee

Artist

Kobie Dee is a proud Gomeroi rapper and storyteller from Maroubra, South Sydney, known for his compelling lyricism, vulnerability and honesty. With two gold-certified tracks and two ARIA nominations, he has become a powerful voice in Australian hip-hop.

Kobie uses music as a tool for healing, empowerment and truth-telling, sharing stories that resonate deeply with his community and beyond. In 2025, he founded Twenny47 Studios, a creative space in the heart of his community dedicated to supporting and mentoring emerging First Nations artists. Grounded in purpose, Kobie continues to inspire through both his music and his commitment to supporting the next generation First Nations creatives.

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+. 

Michael Rodrigues

NSW 24-Hour Economy Commissioner

Michael Rodrigues is NSW’s first ever 24-Hour Economy Commissioner, having been appointed in April 2021. In December 2023, the Commissioner’s role was made statutory, and the Office’s remit was expanded from Greater Sydney to all of NSW. 

In the role, Michael leads the Office of the 24-Hour Economy Commissioner in NSW Government and is responsible for delivering the NSW 24-Hour Economy Strategy.      

Michael has been a passionate and vocal advocate for NSW’s 24-hour economy for many years. He launched global lifestyle brand Time Out in Sydney in 2007 and served as Managing Director until 2021.   

Motivated by the challenges facing Sydney’s night-time economy, Michael also founded and chaired the Night Time Industries Association from 2018-2021, which played a critical role in overturning the lockout laws. 

Fun Fact: Before diving into the world of media and night-time advocacy, Michael Rodrigues was a Civil Engineer in Sydney and a Senior Lawyer in Dubai, after graduating from UNSW. 

KENFO

Cultural Curator

KENFO is a Sydney-based cultural curator, DJ, and brand owner / operator behind YUTH and the new venture Building Better. Renowned for his versatile approach to sound and community, he bridges underground culture and forward-thinking creativity — from raves to airwaves. His work reflects a commitment to uncovering the emerging sound of the New Australia, championing artists and audiences who shape its evolution. Through music, events and cultural initiatives, KENFO activates spaces that inspire youth, fostering exploration, collaboration and growth across the creative landscape.

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, Four Pillars Gin

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

Lucinda Milton

National Product Director, JCDecaux

Lucinda is a strategic, product leader, focused on building market-leading Out-of-Home products, driving growth through commercial revenue success, and increasing market share and profitability. Across the Small Format and Transport portfolios, she is responsible for developing product strategy, upholding sales excellence and driving product evolution to meet both the current and future state needs of our customers.

Louise Rathbone

GM Marketing, AFC Women's Asian Cup 2026

Louise Rathbone is a strategic marketing leader with over 20 years’ experience building and elevating global brands across travel, tourism, entertainment, and tech. As General Manager of Marketing for the AFC Women’s Asian Cup 2026, she leads national marketing strategy for Asia’s largest women’s football tournament - driving visitation, partnerships, and engagement across Australia.
Passionate about using creativity, data, and technology to connect brands and audiences, Louise has led major brand transformations and digital-first strategies across global markets. She also advises on AI and marketing innovation, helping organisations harness emerging technology to enhance customer experience and long-term brand value.

Adam Ireland

Managing Director, Always Human

Adam Ireland is the Managing Director of Always Human, an independent brand and talent marketing agency. He brings a wealth of experience across sport, entertainment, and cultural marketing, having previously served as Managing Director of BRING, Universal Music Group’s cultural marketing agency. Under his leadership, BRING became a globally recognised, award-winning business delivering standout campaigns for Coca-Cola, American Express, Campari, and FIFA.

Adam Hodge

Chief Customer Officer, St George Illawara Dragons

Adam Hodge, newly appointed Chief Customer Officer of the St George Illawarra Dragons and ex sport and entertainment agency lead at Gemba and Octagon.

Ryan Guilfoyle

Founder & Content Creator, Tribal Run Club

Ryan Guilfoyle is an Irish expat and founder of Tribal Run Club, a Sydney-based movement uniting hundreds of runners each week. What began as a small volunteer group has grown into one of Australia’s most dynamic running communities, built on movement, connection, and belonging. Through Tribal, Ryan has partnered with leading global brands (Adidas, ASICS, New Balance) and continues to create spaces where people feel supported, inspired, and connected - on and off the track.

James Thorpe

CEO, Odd Culture

Bio coming soon...

Rennie Addabbo

Managing Director, SONOS

Bio coming soon...

Ash Nicholson

Director, Government & Industry, CBRE

Ash Nicholson is Director of Government & Industry at CBRE, based in Sydney and a member of the NSW Executive Committee. She leads CBRE’s strategic engagement with government clients and peak industry bodies, aligning commercial capabilities with public sector priorities to deliver impactful, community-focused outcomes. With deep expertise across the property sector, government policy, and the creative economy, Ash is known for uniting diverse stakeholders around bold, transformative initiatives. Her data-informed, people-centered approach consistently drives innovation, enhances stakeholder experience, and fosters long-term partnerships.

Ash actively contributes to the broader industry through her roles as a Committee Member of the Property Council of Australia’s Precincts and Social Infrastructure Committee, a member of the City of Sydney’s Nightlife and Creative Industries Advisory Panel, the NSW Government’s 24-Hour Economy Advisory Council, and the Urban Land Institute’s Women’s Leadership Initiative. She also serves on the board of Brand X, reinforcing her commitment to cultural vibrancy and creative sector advocacy within the built environment.

Explore the full program

Time
Session
Speakers

Subscribe for Updates

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.

GET IN TOUCH

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.

GET IN TOUCH

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.

SUBSCRIBE FOR UPDATES

ADVISORY

PANEL

Secure a saving with group bookings

Individual Ticket

$450+GST

- 5 sessions

- Industry leading speakers

- Networking event

-

BUY TICKET

5 Tickets for 4

$360+GST

- Buy 5 tickets for the price of 4

- Save $90 per ticket

- 5 sessions

- Industry leading speakers

- Networking event

-

BUY TICKET

10 Tickets for 7

$315+GST

- Buy 10 tickets for the price of 7

- Save $135 per ticket

- 5 sessions

- Industry leading speakers

- Networking event

-

BUY TICKET

UNLOCK THE CLOCK

UNLOCK OPPORTUNITIES TO REACH CUSTOMERS

UNLOCK REAL-WORLD CASE STUDIES & STRATEGIES

Partners

Proudly Supported By

Audio Partner

Media Partners

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.