Volkswagen, Principals and a live Campaign Review added to Automotive Marketing Summit – Melbourne
Three new sessions have been added to Mumbrella’s Automotive Marketing Summit – Melbourne, including exclusive research on Australia’s most authentic automotive brands, a live Campaign Review and Volkswagen’s content journey.
Wayde Bull, founder and planning director at Principals and Cecile Thornley, founder and director at The Navigators, will reveal Australia’s most authentic automotive brands for the first time.
Bull and Thornley’s will deliver a session titled ‘Exclusive research: Australia’s most authentic automotive brands revealed’
The duo will take a deep dive into automotive brands and reveal the findings from the Brand Alpha companion study, Experience Alpha, which measures the quality of experiences automotive brands deliver.
Throughout the session, Bull and Thornley will also unpack what makes automotive brands authentic and how brands can translate this into tangible customer experiences.
Mumbrella’s Automotive Marketing Summit – Melbourne is set to return on March 17, two days after the Australian Formula 1 Grand Prix.
In addition, Kurt McGuiness, PR and brand experience manager at Volkswagen Group Australia will take to the stage on March 17 to explore how Volkswagen is communicating with its customers in an era of steep auto media decline.
McGuiness’ session: ‘Better Experienced than Explained: Volkswagen’s owned media onslaught’
McGuiness will unpack how the brand is using in-house content production and other techniques to engage with customers and fans.
The session will highlight how Volkswagen’s owned media has evolved and what brands can do to make noise with less viable avenues available than before.
Joining McGuiness, Bull and Thornley at Mumbrella’s Automotive Marketing Summit – Melbourne is Alison Tilling, Gruen panelist and CSO at VMLY&R, and Stephen de Wolf, CCO at Clemenger BBDO Melbourne.
For the first time, Tilling and de Wolf will bring Mumbrella’s popular Campaign Review series to life live on stage.
The duo will conduct Mumbrella’s first ever live Campaign Review
The live Campaign Review will see the senior duo review four of the biggest automotive advertisements Australia has seen over the past year.
They will also deconstruct the advertisements’ strategies, creative, ROI and output, while sharing imperative lessons for marketers and agencies working in the automotive marketing landscape.
Tilling, de Wolf, McGuiness, Bull and Thornley join speakers already announced including: Sean McDonell, industry head, automotive at Google; Sam McOrist, director of strategy at Destination Group; and Sabine Wagner, head of product management and marketing at Mercedes-Benz Vans.
Earlybird tickets are on sale now for Mumbrella’s Automotive Marketing Summit – Melbourne.
Abigail Dawson was Mumbrella's senior content journalist covering event content. She left Mumbrella to move into an agency role in 2020.
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topics
Alison Tilling
automotive
Cecile Thornley
Clemenger BBDO Melbourne
Kurt McGuiness
Mumbrella Automotive Marketing Summit
Principals
Stephen de Wolf
VMLY&R
Volkswagen
Wayde Bull
