Weber Shandwick global creative chief to keynote Mumbrella Audioland
The brains behind Visit Sweden’s haunting audio-based advertising execution ‘Kiln’, Tom Beckman, will fly into Australia for the first time to keynote Mumbrella Audioland.
Beckman is the global chief creative officer at Weber Shandwick, based in Stockholm, Sweden, and has worked at the agency since 2014.
Tom Beckman will fly in from Sweden for the first time
Mumbrella Audioland brings together senior industry leaders to share key insights around their use of audio in media and marketing – from the more obvious areas including radio and podcast through to audio’s importance in consumer psychology, its place in campaign strategy and much more.
In the keynote session, Beckman will discuss Kiln, a unique execution Weber Shandwick created for Visit Sweden that used audio as its cornerstone.
Part of the Spellbound by Sweden campaign created to attract visitors to the country, it’s only available in Sweden to listen to in full.
When a traveller arrives in the country they are able to access the story on Spotify. To turn this campaign into reality, Visit Sweden and Weber Shandwick worked with horror novelist John Ajvide Lindqvist.
In the keynote Beckman will explain how the idea came about, the methodology in creation, and why Visit Sweden agreed to lean on audio as part of the campaign. He’ll also share his thoughts on the opportunities audio presents for media and marketing.
Mumbrella Audioland takes place on 27 April at the Sofitel Wentworth in Sydney. More key sessions will be announced shortly. Tickets are on sale now.
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