Workspace design, diversity marketing, sonic branding, Foucault and more in focus at Mumbrella360

More sessions have been added to the growing Mumbrella360: Reimagined program with speakers from Bates Smart, Resonance Sonic Branding, MultiConnexions, ArtScienceTechnology and The Code Company confirmed to speak at the 13-15 July event in Sydney.

Mumbrella360 is Australia’s leading media and marketing conference

After more than a year of disrupted working, famed architectural firm Bates Smart will be presenting at Mumbrella360 for the first time, when director Kellie Payne reveals how to go beyond the cliches when it comes to workspace design.

As an architect who has created workspaces for many of Australia’s leading brands, Payne has seen it all – from treadmill workstations to slides that replace stairs, and a rainforest room.

Payne will share her extensive knowledge of workspace design

She’ll assert that these design ideas often get headlines, but their long-term returns are especially questionable in a post-COVID world. Now more than ever, many businesses are reimagining and reconfiguring their spaces to fit new ways of working that will serve them, and their staff, well into the future.

Bates Smart has extensive experience designing workspaces for media and marketing companies. Among its clients are leading agencies such as Publicis Groupe and Clemenger Group.

Resonance Sonic Branding creative directors and founders Ralph van Dijk and Ramesh Sathiah will reveal how to use distinctive sonic branding assets in short-form advertising.

van Dijk returns to Mumbrella360

In their Masterclass, the pair will teach delegates about the Australian brands that are now harnessing the use of consistent music and voice to deliver the all-important emotional feels in an instant.

There will also be a campaign created on the spot that illustrates how sound can really make the difference between click and swipe.

ArtScienceTechnology founder, principal and published author, Eaon Pritchard, will return to Mumbrella360 to lift the lid on the true contradictions of advertising in postmodernity.

In this session, Pritchard will trace the origins of postmodern culture from Duchamp to Burger King via Foucault and OK Soda. He will show delegates why the most technologically advanced advertising is the most traditional and uncovers another ad fraud problem – one that has nothing to do with adtech.

Attendees will come away from the session with a clear view of the new logics of postmodern advertising, its fragmented forms, discontinuous narratives, reflexivity, and self-consciousness.

MultiConnexions Group founder and CEO Sheba Nandkeolyar will also speak, delivering a session on how to master diversity marketing and revealing the five deadly sins of the practice.

MultiConnexions Sheba Nandkeolyar

She will reveal that niche targeting for diverse and multicultural markets needs to avoid five deadly sins to better engage the hearts and minds of diverse audiences. Attendees will hear the latest statistics and cutting edge strategies on how best to target diverse audiences with practical and actionable tips, as well as the tried and tested tips to ensure the five deadly sins are avoided.

And The Code Company’s Ben May will share how brands can truly own their owned media in an interactive Masterclass.

He will explain what brands can learn from publishers about engagement, which brands are getting it right and where personalisation fits into the puzzle.

May will also explain the importance of an anti-complexity mindset and which platforms are best to use to truly own your owned media.

Mumbrella360: Reimagined takes place from 13-15 July in Sydney across three venues. Early bird tickets are available now.


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