Unlock returns this October to explore the potential of the 24‑hour economy
Mumbrella Media can today announce the return of Unlock, the one‑day conference for media and marketing professionals exploring the impact of the 24‑hour economy for brands.
Taking place on Thursday, October 30, 2025, Unlock brings together marketers and media leaders interested in not only adapting to shifting audience behaviours in live experiences around the clock, but in setting the pace and leading the sector forward.
The program examines how the rise of the 24‑hour economy is reshaping consumer attitudes and habits, and creating new opportunities for brands, spanning nightlife, live music, cultural partnerships, brand experiences, and storytelling.
Attendees will gain practical insights and strategies for connecting with audiences beyond the 9-5 and reimagining the city after dark.
Building on last year’s momentum, which featured Four Pillars co‑founder Matt Jones delivering a keynote on storytelling and experiential design, Unlock 2024 also included panels and sessions with leaders from Amex, Universal Music, Time Out Australia, SXSW Sydney, and Revlon ANZ.
Topics included authentic brand storytelling and high‑impact cultural partnerships to the shift from ROI to ROX (return on experience), connecting with youth culture, and brand‑artist collaborations featuring figures like Young Franco and Ben Liebmann (Understory, ex‑Noma).
The mix of keynotes, panels and workshops provided insights and bold ideas, setting the stage for an even more ambitious 2025 program. Unlock 2025 will continue this trajectory, delivering fresh perspectives and actionable solutions for brands seeking to thrive in this evolving landscape.
The conference once again draws on the expertise of its advisory panel of industry leaders, who return to help shape a program rich in insight, relevance and real‑world application.
Those interested in speaking at the event should contact conference curator Cat McGinn.
Early bird tickets are on sale now.
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